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copyright Randy Olson 2003
Since WWII four generations of Americans have lived through tremendous media change. Over this half century the humble voice of hometown AM radio has been supplanted by the worldwide sophistication of the Internet.
Technology, without the human element is just a bunch of hardware. My goal is to interview persons from each of the four generations in order to get their reflection on the technology they grew up with and their reaction to the technology they interact with today. To accomplish this I first conducted a mass survey. Of 50 surveys circulated among the students and staff at Brown College I received 29 replies. To indicate which generation the respondent was from I included a checklist of birth dates. As part of the survey I asked for participants to volunteer for a focus interview. Two representatives from each generational group were interviewed to form the body of this report. I conclude with personal reflections on the interviews.
Following are excerpts from the report chapters - full text PDF available upon request
Baby Boomer - Media Landscape
The Baby Boomer generation saw broadcast media come of age. People born between 1945 and 1964 witnessed the end of the golden age of (AM) radio and Television's emergence from a black and white curiosity. Depending on if you were born as an early wave (1946-1956) or a late wave (1957-1964) Boomer, during high school you vicariously experienced the Sputnik spurred space race, or the Vietnam War, through electronic media.
Baby Boomers / Early Wave - Survey Response
Of respondents to my mass survey, four were from the very earliest portion of the Baby Boom period. All respondents indicated that pre-recorded music in the form of records and AM radio were a dominant media influence. Three of the four indicated that movies had an influence and two recall newspapers and magazines as important to their personal development.
Expectations of the early Boomers saw half seeking long-term stability with one employer and half seeking the ability to pursue work that is relevant to their personal beliefs. All respondents chose family as their biggest achievement in life and all indicated that they vote for whomever best voices their opinion...end excerpt section 1
Baby Boomers / Late Wave - Survey Response
Nine survey respondents were from the later portion of the baby boom. As a group they responded with a much more diverse media experience during their youth when compared to the early Boomers. Areas of media influence that received significant differentiation from the early boomers include: six responses for TV cartoons, four for TV sit-coms, and four for FM radio. Pre recorded music made the list of only six, and AM radio was listed by every respondent. Another deviation was the inclusion by two respondents for popular culture / teen magazines.
Life expectations change significantly with the late Boomers - as compared to 50% of early Boomers seeking long term stability in employment - only 22% of late Boomers selected this category. Conversely, 44% of respondents sought a career that would allow them the flex their work schedule around their lifestyle. Politically this group, with one exception rate themselves as following issues or being politically active...end excerpt section 2
Generation X - Media Landscape
Generation X - a term describing the children of the first wave of Baby Boomers - spans the years 1965 through 1979. This generation saw their world expand through the proliferation of satellite and cable television programming, plus the birth of the Internet.
Generation X - Survey Response
Generation X survey results show new entries such as three of the seven respondents indicating that video games were an important early influence. Radio still makes the list, but for the first time FM appears as the only choice for three of the respondents. Pre recorded music made all but one list as an important teen companion. Recollections of a memorable media event were split between Star Wars and the explosion of the Space Shuttle Challenger.
Life expectations show a decided shift, four of seven surveyed indicate that their major goal in life was their personal ambition. Following this self-directed tone five of the seven listed that they sought either work that was relevant to their personal belief or the ability to flex their work schedule around their lifestyle...end excerpt section 3
Generation Y - Survey Results
My survey was also distributed to a class of college freshmen. Out of this group nine responded. For the first time AM radio did not make the list of significant media influences, however; all nine listed FM radio. All nine listed pre-recorded music. Seven respondents listed video games, and five listed television cartoons. Magazines were still strong with five listing teen / pop culture subject matter as relevant...end excerpt section 4
Reflection
So there you have it. I've been the patient and impartial recorder of insights from eight personal interviews. I've gathered some stage setting facts. So what does this all mean to me? What are my reflections?
Overall, I think the process was enlightening for myself and those participating in this project. I realize that there are faults in my survey. The sample size was small and it lacked cultural diversity. Furthermore, all participants were either college educated or college students. Faults aside, I feel that I have definitely raised the media awareness of my survey participants.
If I owned an AM radio station I'd be worried! AM radio has undergone a metamorphosis from an influential media to not even being recognized as a source. My perspective is that AM has two problems - shallow bandwidth that limits audio fidelity, and programming methods that have changed little in 50 years. To generation "Y", AM sounds like grandpa's radio. Even though AM has found a sympathetic ear with talk radio targeting older Boomers, the industry must look to the upcoming generation. If AM is to survive it needs to get a modern sound. AM stereo may help, but programming methods have to reflect the tastes of younger generations.
Print still has a fighting chance. Although there may be an age split in preferences, books, magazines, and on-line zines all have an appeal. Newspapers are still recognized as the voice of authority for at least some members of each generation surveyed. Paraphrasing the advise of one interview subject, print is print, if it is on paper or the Internet. Many magazines have realized this and mirror their publications on the Internet. In my view the tactile sense of holding a book may be removed but the power in print information continues, even if it is in an electronic form...end excerpt section 5