Explorations from My Social Media GenerationApplied Communication Research Center (CICA)Communication FacultyUniversidad AnáhuacJorge A. Hidalgo Toledojhidalgo@anahuac.mxJune, 2009

CONTENT

• Who are part of this generation?

• How can we define it?• What are their motivations?• What is the point for them to

connect and collaborate?

(Don Tapscott)Fuente: Tapscott, D. & Williams (2007) Wikinomics: la nueva economía de las multitudes inteligentes. España: Paidós

“Virtual communities are the new glue that binds their social networks. They are now moving this ethos to interactive areas of daily life such as work, education and consumption”

CARACTERÍSTICAS DEL CIUDADANO HIPERMEDIAL

They are looking for a peer to peer relationship

MTV Generation Click y GenTxt Net Generation Media Generation My Media GenerationMy Social

Media Generation

• Hyperconnected and permanently online

• Deeply committed with social media

• Hungry of expression• Trust is their main digital capital• Nomads of virtual communities• Socially conscious and globally-oriented

• Respectful of diversity• Analytical and creative• They want to be loved, rich and famous

Generation highly mediated

FEATURES FROM MY SOCIAL MEDIA GENERATION

Características

• Telephone tibes• Space for private communication• Communicate outside the parental

control• Spaces of intimacy, personalized,

portable, accessible from anywhere • Variable "I think of you"• The content is not important. • The message has meaning in itself;

shows the esteem to the other.• Ability to make decisions on the go• Are linked and always present• Through Social Media they express

hatred, gossip, put to test their limits, they act as intermediaries and they express wishes

Fuente: basado en Rheingold, H. (2004) Multitudes inteligentes: La próxima revolución social (Smart Mobs), Barcelona: GedisaIto, M. (2001) Mobile phones, Japanese youth, and the re-placemente of social contact. Boston: Society for the Social Studies of Science Meetings

FEATURES FROM MY SOCIAL MEDIA GENERATION

Características

• It is a way of sharing a moment in real time

• Sense of sharing life continuously• It is a symbol of status, membership,

shows their integration into social networks

• Build relationships and gain greater sense of independence and community

• It is a form of courtship in which there is no risk of rejection face to face

• It is a form of socialization messages• Customization is a group exhibition• The conversation is a symbol of

commitment and loyalty

Fuente: Kasasniemi, E. Rautianen, P. (2002) Mobile culture of children and teenagers in Finland, en Aakhus, M y Katz, J. Perpetual contact: Mobile communication, private talk and public performaance. Cambridge: Cambridge University PressMäenpäa, P. (2001) Mobile communication as a way of urban life en Gronow, J y Warde, A.

Ordinary Consumption. Londres: Routledge.

FEATURES FROM MY SOCIAL MEDIA GENERATION

Características

• They grew up in an interactive environment• Value the right to privacy, to have opinions

and express them• They want to be treated fairly• Internet is their private space: don’t consider

their home as "their space“• Teens have increasingly less access to public

spaces• On the Internet are free to manage their

interactions, networks and identities• Followers may have them as friends• Learning the rules of social life: status,

respect, trust and Gossip• They want everything instantly

Fuente: Tapscott, D (1998) Creciendo en un entorno digital: la Generación Net, Bogotá: McGrawHillBoyd, D. (2007) “Why Youth Heart Social Network Sites: The Role of Networked Publics in Teenage Social Life“Youth, Identity, and DigitalMedia Volume (ed. David Buckingham). Cambridge, MA: MIT Press.

FEATURES FROM MY SOCIAL MEDIA GENERATION

They seek an emotional connection • Youtube: Broadcast your self.

• Facebook: Socialcast.

• Twitter: Mindcast.

• Flickr: sharecast.

• Myspace: Emotionalcast.

• Blogger: Lifecast.

FEATURES FROM MY SOCIAL MEDIA GENERATION

The social rules

The network is their living space: welcoming, attractive, they can make public manifestation of their identity

Everything has become so attractive…

FEATURES FROM MY SOCIAL MEDIA GENERATION

Their main motivation is the interconnection

Fuente: Truly, madly, deeply engaged. Global Youth, Media and Technology, 2005

MusicInternet

Mobile DevicesVideo games

Community (membership)

Personalization (identity)

Self expression (Graphite the world

with their voice)