Kevin M. Brett, J 641

Diffusion of Innovation Theory:Attitude Analysis of Baby Boomer

Communicators Toward Social Media

Kevin M. BrettMarch 2011

University of Oregon

Kevin M. Brett, J 641

My Generation

“People try to put us d-down

“(Talkin' 'bout my generation)

“Just because we get around

“(Talkin' 'bout my generation)

“Things they do look awful c-c-cold

“(Talkin' 'bout my generation)

“I hope I die before I get old…”

Pete Townshend, 1965

Kevin M. Brett, J 641

Magic Bus

• Sex, Drugs, Rock and Roll• Satisfaction, Purple Haze, Lucy in the Sky• JFK, RFK, MLK, Civil Rights, Women’s Rights• Vietnam, Cambodia, Woodstock• “One Small Step…”• Burned Down Administration Buildings• Burned Draft Cards• Burned Bras• Burned Flags• Burned…Well You Know…

Kevin M. Brett, J 641

See Me, Feel Me, Touch Me

• Graduate Teaching Fellow, University of Oregon School of Journalism and Communication

• Nearly Three Decades in Public Relations

• Govn., Corp., Non-Profit, Agency PR

• Author of Almost DailyBrett Strat Comm Blog

• Facebook Twitter, LinkedIn etc.

• Baby Boomer, Born in 1955

Kevin M. Brett, J 641

Who Are You?

• Baby Boomers (1946-1964)• 1959: Integrated Circuit Invented• 1964: First Baby Boomers Enter Workforce• 1981: PC Pioneered by IBM• 1982: Last Baby Boomers Enter Workforce• 1986: Microsoft Founded• 1990: World Wide Web (Web 1.0)• 1997: First Blogs (Web 2.0)• 2011: First Baby Boomers Reach Retirement Age

Kevin M. Brett, J 641

Won’t Get Fooled Again?

Kevin M. Brett, J 641

Pinball Wizards?

• Pew Research (2010) Social Network Site Use• Millennials (18-33), 67% 2008; 83% 2010

• Gen X (34-45), 36% 2008; 62% 2010

• Younger Boomers, (46-55), 20% 2008, 50% 2010

• Older Boomers, (56-64), 9% 2008, 43% 2010

Kevin M. Brett, J 641

This Song Is Over?

• Pew Research (2010) Changes in Blogging?

• Millennials (18-33), 20% 2008; 18% 2010

• Gen X (34-45), 10% 2008; 16% 2010

• Younger Boomers, (46-55), 6% 2008, 11% 2010

• Older Boomers, (56-64), 7% 2008, 11% 2010

Kevin M. Brett, J 641

I Can See For Miles?

• “ICT (Information and Communications Technology) Poverty – “Digital Divide”

• Motivational Difference Between Younger and Older Workers (Tobola, 2010)

• Technology Acceptance Model (TAM)

• Task-Technology Fit (TTF) – Perceived Usefulness

– Ease of Use

– Management Motivation (Kuo & Lee, 2010)

Kevin M. Brett, J 641

Behind Blue Eyes• Constructivist Approach

• Analyze and Provide Explanations for Degrees of Baby Boomer PR Practitioner Social Media Acceptance

• IRB Approval Sought and Obtained

• Interview Guide Developed

• Extensive Note Taking, Memoing, Journaling

• 24 Intensive Interviews in PDX and DC Markets

• IABC and PRSA Assistance Sought

• Silicon Valley, Austin, TX, Route 128 Avoided

• Initial, Axial and Theoretical Coding

• Workable Conclusions / Can Be Used for Upcoming Gen X Issues

Kevin M. Brett, J 641

Meet the New Boss

…Same As The Old Boss?