Click here to download

Young people and new media: a generation of "digital natives"?
Journal Title: MERCATI E COMPETITIVITÀ 
Author/s: Gabriele Qualizza, Claudio Sambri 
Year:  2013 Issue: Language: Italian 
Pages:  23 Pg. 119-141 FullText PDF:  527 KB
DOI:  10.3280/MC2013-001008
(DOI is like a bar code for intellectual property: to have more infomation:  clicca qui   and here 


This paper discusses the key findings of a study aimed at investigating how young people integrate new technologies and new media devices within the spaces of everyday life. In particular, the study focuses on the role played by ICTs and new media in the construction of generational identity. For this purpose a survey was carried out - through a closed-ended questionnaire - which involved a sample of 514 subjects, aged between 15 and 24. The survey is divided into three areas: sense of generational belonging; technological equipment and composition of the media "diet"; relational dynamics in which digital consumption practices (mobile/smartphone, web, social network) take place.
Keywords: Digital natives, generational marketing, communication, new media

  1. Abercrombie N., Longhurst B. (1998). Audiences. A sociological Theory of Performance and Imagination. London: Sage
  2. Advertising Age (1993). Generation Y. Editorial. Advertising Age. August 30: 16
  3. Aroldi P. (2011). Generational Belonging Between Media Audiences and ICT Users. In: Colombo F., Fortunati L., a cura di, Broadband Society and Generational Changes. Frankfurt am Main: Peter Lang.
  4. Bailey K.D. (1982). Methods of Social Research. New York: The Free Press
  5. Bourdieu P. (1979). La distinction. Paris: Minuit
  6. Buckingham D., Willet R. (2006). Digital Generations. Children, Young People and New Media. London: Lawrence Erlbaum Associates
  7. Carr N. (2008). The big switch: rewiring the world, from Edison to Google. New York: Norton
  8. Colombo F., Fortunati L., a cura di (2011). Broadband Society and Generational Changes. Frankfurt am Main: Peter Lang
  9. Corsten M. (1999). The Time of Generations. Time and Society, 8, 2: 249-272., 10.1177/0961463X99008002003DOI: 10.1177/0961463X99008002003
  10. Corvi E., Bigi A., Ng G. (2007). The European Millennials versus the US Millennials: similarities and differences. Quarto Convegno Annuale della Società Italiana Marketing, Roma 5-6 ottobre
  11. De Certeau M. (1980). L’invention du quotidien. Paris: UGE
  12. Delli Zotti G. (2004). Le tecniche di campionamento. In: Id. Introduzione alla ricerca sociale. Milano: FrancoAngeli
  13. Douglas M., Isherwood B. (1979). The World of Goods. New York: Basic Books
  14. Edmunds J., Turner B. (2002). Generations, Culture and Society. Buckingham: Open University Press
  15. Fabris G.P. (2003). Il nuovo consumatore: verso il post-moderno. Milano: FrancoAngeli
  16. Fabris G.P. (2008). Societing. Milano: Egea
  17. Fabris G.P. (2010). La società post-crescita. Consumi e stili di vita. Milano: Egea
  18. Forrester Consulting (2006). Is Europe Ready For The Millennials? Innovate To Meet The Needs Of The Emerging Generation. Rapporto di ricerca. Testo disponibile al sito: http://www.ffpress.net/kunden/xer/downloads/xer87000/xer87000.pdf.
  19. Giaccardi C., a cura di (2010). Abitanti della rete. Giovani, relazioni e affetti nell’epoca digitale. Milano: Vita e Pensiero
  20. Giaccardi C. (2010a). Abitare la rete. Il web come luogo antropologico. In: Id., a cura di, Abitanti della rete. Giovani, relazione e affetti nell’epoca digitale. Milano: Vita e Pensiero.
  21. Gnasso S., Parenti G.P. (2003). L’approccio generazionale come evoluzione del “marketing dell’esperienza”. In: Aroldi P., Colombo F., a cura di, Le età della Tv. Indagine su quattro generazioni di spettatori italiani. Milano: Vita e Pensiero.
  22. Haddon L. (2003). Research Question for the Evolving Communication Landscape. In: Ling R., Pedersen P.E., a cura di, Mobile Communication. Re-negotiation of the Social Sphere. London: Springer
  23. Harris Interactive (2003). Born to be Wired: The role of new media for a digital generation. Rapporto di ricerca. Testo disponibile al sito: http:/us.i1.yimg.com/us.yimg.com/i/promo/ btbw_2003/btbw_execsum.pdf
  24. Hartmann M. (2003). The Web Generation? The (De)Construction of Users, Morals and Consumption. Brussels: Free University of Brussels.
  25. Howe N, Strauss W. (2000). Millennials Rising. The Next Generation. New York: Vintage.
  26. Howe N., Strauss W. (2007). The Next 20 Years: How Customer and Workforce Attitudes Will Evolve. Harvard Business Review, July-August: 41-52.
  27. Illouz E. (2006). Gefühle in Zeiten des Kapitalismus. Frankfurt am Main: Suhrkamp
  28. Inglehart R. (1977). The Silent Revolution. Changing Values and Political Styles among Western Publics. Princeton (N.J.): Princeton University Press
  29. Ito M. et al. (2008). Living and Learning with New Media. Rapporto di ricerca. Chicago: The MacArthur Foundation
  30. Ito M. et al. (2010). Hanging Out, Messing Around, and Geeking Out. Living and Learning with New Media. Cambridge (MA): MIT Press
  31. Jenkins H. (2006a). Convergence culture: where old and new media collide. New York: New York University Press
  32. Jenkins H. (2006b). Fans, bloggers and gamers: exploring participatory culture. New York: New York University Press
  33. Junco R., Mastrodicasa J. (2007). Connecting to the Net.Generation. Washington DC: Naspa
  34. Keen A. (2007). The Cult of the Amateur: How Today’s Internet is Killing Our Culture. New York-London: Doubleday.
  35. Kotler Ph., Armstrong G. (2006). Principles of Marketing. Upper Saddle River: Prentice Hall.
  36. Lancaster L.C., Stillman D. (2002). When generations collide. New York: Harper Collins
  37. Livingstone S. (19982). The Active Viewer. In: Id. Making Sense of Television. London- New York: Routledge
  38. Livingstone S. (2003). The Changing Nature of Audiences. From the Mass Audience to the Interaction Media User. In: Valdivia A., a cura di. The Blackwell Companion to Media Research. Oxford: Blackwell.
  39. Lovink G. (2008). The society of the query and the Googlization of our lives, testo disponibile al sito: http://www.eurozine.com/articles/208-09-05-lovink-en.html
  40. Maffesoli M. (1988). Le temps des tribus: le déclin de l’individualisme dans les societés de masse. Paris: Méridiens Klincksieck
  41. Mannheim K. (1928). Das Problem der Generationen. Kölner Vierteljahreshefte für Soziologie, 7: 157-184.
  42. Mascheroni G. (2010). Reti sociali e connettività ubiqua. In: Pasquali F., Scifo B., Vittadini N., a cura di, Crossmedia cultures. Giovani e pratiche di consumo digitali. Milano: Vita e Pensiero
  43. Mazzoli L., a cura di (2009). Network Effect. Quando la rete diventa pop. Torino: Codice Edizioni
  44. McCracken G. (1988). Culture and Consumption. New Approaches to the Symbolic Character of the Consumer Goods and Activities. Bloomington: Indiana University Press.
  45. Milesi D. (2010). Fattori socio-culturali e repertori comunicativi. In: Pasquali F., Scifo B., Vittadini N., a cura di, Crossmedia cultures. Giovani e pratiche di consumo digitali. Milano: Vita e Pensiero
  46. Morace F. (2008). Consum-autori. Le generazioni delle imprese creative. Milano: Scheiwiller.
  47. Palfray J., Grasser U. (2008). Born Digital: Understanding the First Generation of Digital Natives. Philadelphia: Basic Books
  48. Pasquali F., Scifo B., a cura di (2004). Consumare la rete. La fruizione di internet e la navigazione del web. Milano: Vita e Pensiero
  49. Pasquali F., Scifo B., Vittadini N., a cura di (2010). Crossmedia cultures. Giovani e pratiche di consumo digitali. Milano: Vita e Pensiero
  50. Pedrò F. (2006). The New Millennium Learners: Challenging our Views on ICT and Learning: http://www.oecd.org/dataoecd/1/1/38358359.pdf.
  51. PewResearch Center (2010). Millennials. A Portrait of Generation Next. Rapporto di ricerca. Testo disponibile al sito: http://www.pewresearch.org/millennials
  52. Prensky M. (2001a). Digital Natives. Digital Immigrants. On the Horizon (MCB University Press), 9, 5: 1-6.
  53. Prensky M. (2001b). Digital Natives. Digital Immigrants, Part II. Do They Really Think Differently?. On the Horizon (MCB University Press), 9, 6: 1-6.
  54. Rivoltella P.C. (2006). Screen Generation. Gli adolescenti e le prospettive dell’educazione nell’età dei media digitali. Milano: Vita e Pensiero
  55. Rogers E.. (1962). Diffusion of Innovation. New York: The Free Press of Glencoe
  56. Scifo B. (2005). Culture mobili. Ricerche sull’adozione giovanile della telefonia mobile. Milano: Vita e Pensiero
  57. Sciolla L. (2002). Sociologia dei processi culturali. Bologna: il Mulino
  58. Silverstone R., Hirsch E., a cura di (1992). Consuming Technologies. Media and Information in Domestic Spaces. London: Routledge., 10.4324/9780203401491DOI: 10.4324/9780203401491
  59. Silverstone R., Hirsch E., Morley D. (1992). Information and Communication Technologies and the Moral Economy of the Household. In: Id., a cura di. Consuming Technologies: Media and Information in Domestic Spaces. London: Routledge
  60. Smith J.W., Clurman A. (1997). Rocking the Ages. The Yankelovich Report on Generational Marketing. New York: HarperCollins
  61. Tapscott D. (1998). Growing up digital. The rise of the net generation. New York: McGraw-Hill
  62. Tapscott D. (2009). Grown up digital. How the net generation is changing your world. New York: McGraw-Hill.
  63. Tapscott D., Williams A.D. (2006). Wikinomics. How Mass Collaboration Changes Everything. New York: Portfolio
  64. The Futures Company (2011). Unmasking Millennials. The truth behind a misunderstood generation, Rapporto di ricerca, London.
  65. Tréguer J.P., Segati J.M. (2003). Les nouveaux marketings. Paris: Dunod
  66. Twenge J.M. (2006). Generation Me. New York: Free Press
  67. Vittadini N. (2010). Aprire le porte, marcare i confini. Reti sociali e costruzione dell’identità nella comunicazione mediata dei giovani. In: Giaccardi C., a cura di. Abitanti della rete. Giovani, relazione e affetti nell’epoca digitale. Milano: Vita e Pensiero.
  68. Wellner A.S. (2000). Generational Divide. American Demographics. 22, 10: 52-58.

Gabriele Qualizza, Claudio Sambri, Young people and new media: a generation of "digital natives"? in "MERCATI E COMPETITIVITÀ" 1/2013, pp. 119-141, DOI:10.3280/MC2013-001008

   

FrancoAngeli is a member of Publishers International Linking Association a not for profit orgasnization wich runs the CrossRef service, enabing links to and from online scholarly content