Technology and Baby Boomers.ppt
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Kevin M. Brett, J 641 Diffusion of Innovation Theory: Attitude Analysis of Baby Boomer Communicators Toward Social Media Kevin M. Brett March 2011 University of Oregon
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Are Baby Boomers late adopters or worse yet, laggards, when it comes to technology? That may be the perception, but is that the reality? It seems that Baby Boomers have a PR problem as it applies to competing with younger generations in the coming years.
Transcript of Technology and Baby Boomers.ppt
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?
