Generation Digital

It is hard to escape any discourse on the digital generation without alluding to or referring to the digital divide. It has become the sine-qua-non of any debate centering on the impact of the digital media on the have and the have-nots. Most of the literature on digital generation chronicles the seamless integration of digital media such the Internet, video games, iPods, cell phones, and text messaging in the lives of the techno-savvy young generation and their invariably adverse impacts. Kathryn Montgomery following the same tradition attends to the “forces shaping the digital media culture and the ways in which the young people are involved with it (p. xi). Her focus on politics and commerce, coupled with her background as a founder of an advocacy group and an educator does provide a different angle at the forces that shape the digital generations interactions with the new media. Some of the examples however, that Montgomery uses to illustrate her point are not original and have diminished in their significance. For instance, in Chapter 7, in discussing the impact of Internet on the political thoughts and views of the digital generation Montgomery cites the example of Vermont Governor and Democratic presidential candidate Howard Dean’s Web campaign. Given the fact that this book was published in 2007, these examples seem dated. One may argue that these are classic cases and their mention does warrant merit. Nevertheless, since developments in digital technology and the concomitant change in digital media constantly generate newer ways of interacting with it, it would have been more meaningful if Montgomery had traced these new developments.

Her disclaimer at the beginning of the book, that some of the studies might have become outdated, is an inadequate apology for the disconnect between the examples and the current state of technological impact on the moral, social, economic, and political fabric of the digital generation. Her rationalization that even though some of the developments discussed may seem out of step, the underlying deeper social, structural, and economic patterns would not change significantly in the years to come is naive. It can be argued that unless the change is dramatic, it is not visible immediately. Changes are taking place in more subtle ways as more and more people are adopting the Internet and the new media technologies. The S-shaped adoption curve has more or less flattened out. This indicates that as the initial novelty and attraction with the new media gradually fades and blends into the lives of the digital generation the influence of media would be more subtle and less pronounced. Therefore, overtime the changes may not appear significant but at two different points in time, the changes would be significant.

Her example on p.200 where Montgomery discusses the reengaged generation, she provides the example the Web site Rock the Vote to illustrate how re-positioning and repackaging the Web site may have been instrumental in increasing the voter turnout. Voter turnout between 2000 and 2004 did not seem significant until the US Census Bureau released its results. The Web site Rock the Vote forged a new model for democratic participation, one that merged the role of fans, consumers, and citizens in the digital age. Researchers expressed caution in interpreting the increase in voter turnouts as a new trend or a spike observed in 1992. Though it would be difficult to predict the level of engagement would remain this high in future elections, it was clear these trends would most likely continue. A report by the Pew Internet and American Life Project revealed that 75 million Americans “used the Internet to get political news and information, discuss candidates and debate issues or participate directly in political process by volunteering or giving contributions to candidates” (p.201.). It is evident from the above that initial changes are easy to observe and record. It gets more challenging to observe the more subtle changes that follow. Probably that is why it is easy for many social scientists to discount these subtle changes. The small increments in change may account for substantial change during two periods in time.

The chapter on social marketing was a refreshing change in terms of the outlook and approach to the concept of social marketing in the digital millennium. Even though dissemination of public education information through the Internet does not require tons of money it took the wealth of Kaiser Family Foundation and the popularity of Reality TV shows genre to make public health information popular on topics such as teen pregnancy, planned parenthood, smoking, AIDS, and drug abuse. The Internet has provided a new tool to the social marketers, non-profit organizations, and advocacy groups to reach the teens without the fear appeals or scare tactics. According to the American Legacy Foundation, the concept of talking with teens rather than to the teens, and instead of telling them what to do and what not to do, these symbiotic relationships seems to work to each other’s benefit. The Internet also fosters greater relationship building within the GLBT (Gays, Lesbians, Bisexuals, and Transgender) communities. It becomes imperative for social and political scientists to study how these relationships and interactions are evolving over time, and how they are subtly but surely changing the cultural milieu.