How Do Digital Natives and Digital Immigrants Respond Differently to Interactivity Online?

Kirk, Colleen P.; Chiagouris, Larry; Lala, Vishal; Thomas, Jennifer

doi:10.2501/jar-55-1-081-094

Cited by 45 publications

(17 citation statements)

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“…Generation Z students want technologically enhanced education (Chicca & Shellenbarger, 2018), are savant with the use of technology, and expect their teachers to be the same (Williams, 2019). Considering that more than half of the student sample were members of Generations Y and Z and that members of these generations are "digital natives" who have grown up using multiple types of technology daily (Kirk et al, 2015), the finding that students have positive attitudes about the use of technology in the online education environment was not surprising. In fact, research conducted by Kirk et al (2015) is consistent with the findings in this study.…”

Section: Discussionmentioning

confidence: 99%

Generational Differences in Faculty and Student Comfort With Technology Use

et al. 2020

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Background Navigating through online education courses continues to be a struggle for some nursing students. At the same time, integrating technology into online courses can be difficult for nursing faculty. Purpose The purpose of this study was to assess faculty technology integration practices, student attitudes about technology use, and generational differences related to faculty and student technology use. Methods A descriptive cross-sectional survey design was used to obtain data for this study. Results Integration of technology into online courses and student attitudes about technology use were not significantly different by generation. Faculty and students from the Baby Boomer and Generation X reported less comfort using technology and higher levels of anxiety using technology than did individuals from Generation Y. Conclusion Significant generational variations were not noted in relation to technology integration into courses and overall student attitudes about technology in this study, but differences were noted in relation to comfort with use of technology and anxiety when using technology. Student learning outcomes and satisfaction with learning may be influenced by the student’s comfort using technology and faculty’s confidence in integrating and using technology to provide online instruction.

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Section: Discussionmentioning

confidence: 99%

Generational Differences in Faculty and Student Comfort With Technology Use

et al. 2020

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“…Prensky (2001aPrensky ( , 2001b coined the terms Digital Immigrants and Digital Natives and argued that young individuals organically integrated digital skills to their cultural identity; separating them from their elders. This notion has been accepted by several researchers (Ball et al, 2019;Hoffmann, Lutz, & Meckel, 2014;Kirk, Chiagouris, Lala, & Thomas, 2015;Wang, Myers, & Sundaram, 2013), but we should not think of them as Digital Natives, but rather as Digital Learners (Bullen & Morgan, 2011). We are all subjected to a continuous cycle of skill acquisition, integrating new social and academic concepts to our life.…”

Section: Digital Studentsmentioning

confidence: 97%

Assessment of Digital Competences in Communication Students across four Latin American Universities

Crawford-Visbal

Crawford-Tirado

Ortiz-Záccaro

et al. 2020

Education in the Knowledge Society

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Professional skills deemed necessary to work in the field of Communication in Latin America have shifted due to the ever more pressing necessities regarding Information and Communication Technologies. This study analyzes the cases of 4 different academic programs in Communications, belonging to 4 universities in the region (Argentina, Colombia, Peru, and Venezuela), comparing their students in 3 phases of their formation (first semester, fourth semester, eight or last semester). We employed questionnaires for new students, focus groups for fourth-semester students, and semi-structured interviews those who were close to graduation. The results reveal that while students do have high levels of internet connectivity, they lack digital competencies such as basic information literacy, which are crucial for their future as professionals. R E S U M E N Las habilidades profesionales consideradas necesarias para trabajar en el campo de Comunicación en América Latina han cambiado debido a necesidades cada vez más apremiantes en Tecnologías de la Información y la Comunicación. Este estudio analiza cuatro casos de diferentes programas académicos en Comunicación perteneciente a cuatro universidades regionales (Argentina, Colombia, Perú y Venezuela), comparando sus estudiantes en 3 fases de su ciclo de formación (ingresantes, mitad de carrera, y próximos a graduarse). Se emplearon cuestionarios para los estudiantes nuevos, grupos focales para aquellos de cuarto semestre y entrevistas semi-estructuradas para aquellos cerca a graduarse. Los resultados revelan que, si bien los estudiantes presentan altos niveles de conectividad, carecen de competencias digitales como alfabetización digital básica, que son cruciales para su futuro como profesionales.

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“…Following an article by Marc Prensky in early 2000s on the differences between educators and students, the concepts of DI and DN refer to a disjuncture between generations: Those born into pervasive web technologies, and those adapting to a digital lifestyle later in life (Prensky, 2001). A more recent approach to DNs address individuals who grow up in high interaction with a digitally webbed environment in which they can utilize (mostly mobile) devices to reach information (Kirk et al, 2015). Thus, DI or DN status is determined not only by age but is also highly related with access to digital technologies (Golding, 2000), education level (Helsper and Eynon, 2010), as well as exposure to and engagement with them (Oblinger and Oblinger, 2005).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Although some studies on NA have approached consumers in cohorts (Howe and Teufel, 2014;IAB and Edelman Berland, 2014;Lee et al, 2016;Kantar Millward Brown, 2017;Amazeen and Wojdynski, 2018), none of them have investigated this format from a digital immigrants (DI)/digital natives (DN) perspective. As DIs and DNs represent individuals who are likely to engage in and respond to digital media in a different manner (Kirk et al, 2015), their detailed interpretations on NA in the Turkish context will contribute to NA literature. To this aim, this study presents an extensive review of literature on consumer attitudes and perceptions regarding NA and provides reflections of consumer insights through in-depth interviews.…”

Section: Introductionmentioning

confidence: 99%

Exploring native advertising in Turkey: insights from digital immigrants and digital natives

Kip

Ünsal

2020

QMR

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Purpose This study aims to achieve broad insights into perceptions and attitudes of Turkish digital immigrants (DI) and digital natives (DN) toward native advertising (NA) format. Design/methodology/approach Based on extant review of literature, semi-structured interview questions helped to solicit subjective interpretations, perceptions and attitudes of Turkish consumers toward NA format. In-depth interviews with 36 participants were conducted. Findings The study gains new knowledge on issues related to NA format, such as self-determination of viewing, privacy and accuracy of information. Findings provide whys and wherefores for these undiscovered issues, as well as for preexisting themes such as format recall and recognition, disclosure, communication/marketing aims, attitudes toward NA format, brand and publisher, NA placement and “nativity” of the format. In terms of perceptions and attitudes of DIs and DNs, both similarities and differences exist. DNs consider viewing NA content under their own initiative, so their perceptions and attitudes toward NA are shaped accordingly. Research limitations/implications The interviews were carried out in a single setting; with a convenience sample of consumers living in Izmir, Turkey. Certain age and education levels were considered desirable as main criteria for selection. Practical implications The study identifies consumer concerns on the NA format and content; and provides suggestions for advertisers, publishers and ad professionals on disclosure, relevancy and frequency of exposure, which can be applied in practice. Implications for public policy are also discussed. Originality/value This is the first known study to explore perceptions and attitudes of DIs and DNs toward NA format in the Turkish context. This study uncovers and discusses insights into underlying reasons of DI/DNs’ perceptions and attitudes. The study extends prior findings of quantitative research on NA, offering fruitful insights for future research.

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How Do Digital Natives and Digital Immigrants Respond Differently to Interactivity Online?

Cited by 45 publications

References 0 publications

Generational Differences in Faculty and Student Comfort With Technology Use

Generational Differences in Faculty and Student Comfort With Technology Use

Assessment of Digital Competences in Communication Students across four Latin American Universities

Exploring native advertising in Turkey: insights from digital immigrants and digital natives

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