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Youth As E-Citizens

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Youth As E-Citizens Youth as E-Citizens: Engaging the Digital Generation By Kathryn Montgomery, Ph.D., Barbara Gottlieb-Robles, and Gary O. Larson, Ph.D. Center for Social Media School of Communication American University Complete report: March 2004 http://www.centerforsocialmedia.org/ecitizens/youthreport.pdf Executive summary: http://www.centerforsocialmedia.org/ecitizens/execsumm.pdf Virtual tour: http://www.centerforsocialmedia.org/ecitizens/index.htm Youth as E-Citizens: Engaging the Digital Generation Searching this report The text of this PDF file is fully searchable. To search, click on the ‘binocular’ icon on your Adobe Acrobat toolbar. This will open the ‘Find’ window where you can enter keywords to search for in the text. Table of Contents Acknowledgements ii Engaging the Digital Generation 1 Mapping the Online Youth Civic Landscape 13 On Their Own Terms: YouthNOISE and WireTap Reach out to Youth 54 Youth Respond to September 11th Online 75 Online Activism 86 Youth Engagement: Civic Theory and Electronic Practice 102 Technological, Economic and Regulatory Trends 114 Facing the Future: The Challenge of the Youth Civic Web 124 Appendix A: List of Sites Surveyed for Quantitative Assessment 136 Appendix B: List of Sites Surveyed for Qualitative Analysis 149 Appendix C: Websites Surveyed for 9/11 Study (Chapter 5) 154 American University i Center for Social Media Youth As E-Citizens Acknowledgements We are extremely grateful to the Center for Information and Research on Civic Learning and Engage- ment (CIRCLE) for awarding the principal funding for this study. In particular, we thank Peter Levine, Mark Lopez and Carrie Donovan for their feedback and encouragement. A number of other funders also provided critical support, allowing us to extend our timespan as the study slowly grew more mas- sive, and to hold a convening on youth online engagement and digital media policy. For all of this, we are grateful to Becky Lentz and the Ford Foundation; Erlin Ibreck and Anna Lefer and the Open Society Institute; Margie Shields and the Packard Foundation; and Robert Sherman and the Surdna Foundation. This report drew on the hard work and creative energies of the staff and interns of the Center for Media Education. We thank our staff researchers: Christine Feldman, Kristina Hagemeister, Sarah Handel, and Melynda Majors. We also thank our many interns: Siddharth Bannerjee, Molly Browne, Jessica Cinelli, James (Matt) Giglio, William Harless, Olga Heifets, Suzanne Hill, Kevin King, Anne Kosseff, Elisabeth Kvernen, Jeff Laidley, Lauren Merkl, Susanne Pryzbylik, Rebecca Reeve, Michael Shapiro, and Caitlin Williams, and our virtual interns, Britt Faulstick, Lisa Mayo, and Rebecca Singer. Thanks also to Jennifer Kotler, Lisa Mayo, Agnes Varnum and Mark Wahl for their technical assistance with data analysis, website design and report production. Many practitioners gave generously of their time to contribute to our knowledge base. These include the individuals behind key websites who so graciously agreed to be interviewed; those who participated in our convening on youth civic engagement and digital media policy; and our colleagues who provided their sound advice. Our thanks to: Pat Aufderheide, Chris Bratton, Courtney Bryant, Maria Byck, Michael Calabrese, Richard Calton, Lilie Change, Jeff Chester, Julia Cohen, Diana Coryat, Carolyn Darrow, Ashley Day, Veronica De La Garza, Lewis Friedland, Silvia Golombek, Twilight Greenaway, Jehmu Sedora Greene, Bennett Haselton, Don Hazen, Jessica Irish, Barry Joseph, Larry Kirkman, Dale Kunkel, Molly McGrath, Ben McKean, Stephanie Mintz, Nick Moraitis, Colin Mutchler, Matt O’Neill, Benjamin Quinto, Alan Rambam, Vicky Rideout, Wendy Rivenburgh, Anne Sheeran, Rachel Smith, Gigi Sohn, Ariana Stokas-Gonzales, Tony Streit, Diane Ty, and Jaime Uzeta. American University ii Center for Social Media Youth As E-Citizens Chapter 1: Engaging the Digital Generation Chapter 1 Engaging the Digital Generation he growth of the Internet has dramati- Youth are more than just consumers of digital cally altered the ways in which individuals content; they are also active participants and cre- Tuse the media, and youth are at the fore- ators of this new media culture, developing con- front of these changes. “Generation Y,” the nearly tent themselves, designing personal websites, and 60 million individuals born after 1979, represents launching their own online enterprises.7 The pro- the largest generation of young people in the liferation of youth-created Web pages and mes- nation’s history, and the first to grow up in a world sage-board postings, and the popularity of instant saturated with networks of information, digital messaging among young people all contribute to devices, and the promise of perpetual connectiv- the booming use of the digital media for com- ity.1 Although teens overall spend less time online munication among youth. than do adults (for a variety of reasons, including busy school and after-school schedules and the Young people are also a lucrative target market. need to share Internet access with others), they A recent study of online youth (roughly three- are much more involved in the interactive and quarters of the total youth population)8 revealed communications aspects of the Internet.2 that the 8-to-21-year-old segment spends some $172 billion annually.9 Their immersion in new According to a 2001 study by the Pew Internet and media, combined with their spending power, has American Life Project, for example, among Internet placed youth at the center of a powerful digital users, teens far exceed adults in their use of instant marketing enterprise. “Online youth are no longer messaging (74 percent of online teens as opposed a segment,” observes John Geraci, vice president to 44 percent of online adults), visits to chat rooms of youth research at Harris Interactive. “… [T]hey (55 percent to 26 percent), and playing or down- have become the mainstream.”10 Accordingly, loading games (66 percent to 34 percent).3 In an- marketers spend huge sums of money to research other study of Internet use by young people, a third this important demographic group, hiring psy- of college students regarded themselves as “Internet chologists, sociologists, and anthropologists to dependent,” and another one-fourth described study their emotions, habits, and values. Already, themselves as “cybergeeks.” 4 As one industry trade a host of new products is being created essen- publication put it, “teens and college-age young adults tially for youth, who frequently serve as the test … have not just adopted online technology … [they] market for the next generation of digital content have internalized it.”5 In perhaps the clearest indi- and services. Their passion for communication cation of a fundamental shift in media consump- is fueling the development of new handheld, wire- tion patterns, a July 2003 survey of teenagers and less products that are designed primarily for in- young adults revealed that for the first time, this age stant messaging and chat, but which also feature group spent more time on the Internet each week interactive gaming, Internet access, digital picture than watching television.6 and music storage, and personal information man- American University 1 Center for Social Media Youth As E-Citizens Chapter 1: Engaging the Digital Generation agement.11 “Kids drive technology today,” ob- in jail to put a copyrighted song on the Internet serves Anne Cohen Kiel, an anthropologist hired so others could share it. Another bill would re- by Microsoft to study the use of technology by quire the FBI to work more closely with local teens. “By meeting their needs, we meet everyone’s police, Internet service providers, and entertain- needs.”12 ment industry officials to crack down on illegal downloads, all in an effort to stop millions of As the Center for Media Education’s 2001 analy- Americans from downloading free music from sis of online teen content revealed, a compelling the Web.16 if highly commercialized digital culture now of- fers a variety of engaging, interactive activities, Against the backdrop of a rampant online con- much of it designed specifically for the youth au- sumer culture on the one hand, and the public dience. Even as online companies struggle to find obsession over Internet harms on the other, a workable revenue models in the wake of the dot- quite distinct development has quietly been un- com crash, marketing and advertising are already folding. Scarcely audible amidst the hubbub over fundamentally shaping the digital culture, creat- piracy and pornography and the clamor of the ing new hybrid forms that blend communications, media marketplace, a low-profile civic upsurge— content, and commerce. As a result, advertising, created for and sometimes by young people— shopping, “branding,” and market research com- has been taking root on the Net. Hundreds of prise a dominant and pervasive presence in the websites have been created to encourage and fa- online teen landscape.13 cilitate youth civic engagement, part of an emerging genre on the Internet that could While Internet commerce has focused much of loosely be called “youth civic culture.” Although its attention on tapping into the lucrative youth fragmented and rarely in the foreground of the market, public debate over the Internet and youth rapidly expanding new-media culture, this na- has been dominated by a concern about the darker scent online civic sector is nonetheless a note- side of online behavior. Throughout the 1990s, worthy development. fears about pornography,
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