Rock the Net

As I finally finished reading "Digital Generation" by Kathryn C. Montgomery, I could not help but be overcome by a wave of optimism about the place and role of technology and the internet in our future. Whereas over half of the first part of the book was devoted to providing information about how children were possibly being manipulated by marketers and advertising on the web, in addition to being the reason behind legislation that was passed to protect them from pornography, the last third of the book deals with how teenagers are being empowered. Montgomery explores how social marketing is being used to educate children and teenagers about health and social issues, and she also covers how youths, themselves, are using the internet to become more politically active and possibly better citizens.

First off, I was really pleased to read about two of the campaigns that Montgomery chose to write about: truth and Fight for Your Rights. As a twenty something old adult, I can testify to the power of these campaigns since they first began when I was barely twenty. I can remember watching the shocking commercials where a women admitted she was HIV positive and where body bags were dumped in front of a tobacco company's headquarters. They clearly got their intended messages across to me, but I was not the only one. The Truth campaign, which was funded by settlement money won from a case against the tobacco industry, aims to educate youth about the ingredients in cigarettes and their addictive nature. Using what some call "shocking" commercials, they not only use advertisements on TV, but also an array of technology such as websites, blogs, instant messages, and buzz marketing to get information out to young adults so that they can make their own choices about smoking. The results have been significant: the University of Michigan's Monitoring the Future survey showed that smoking amongst teens has declined sharply. The same type of results came from the Fight for Your Rights campaign in which the Kaiser Foundation aims to educate youth about sex and STDs. According to a study by the Kaiser Foundation, 63% of the teenagers who had actually seen one of their advertisements or shows about sexual health actually learned something from it, realizing they needed to be more cautious. Both campaigns mixed TV ads with online technology to get their messages out, influencing many teens in the process.

Montgomery also covers how teenagers are becoming more politically active on the internet through websites like Rock the Vote, MoveOn, and Meetup which allow them to find others with similar viewpoints, register to vote, and share their opinions. These websites tuned into the fact that many young people are now getting their campaign information from online resources. A study done by the Pew Research Center found that one fifth of 18-29 year olds get their information from online resources. Howard Dean, a Democratic primary candidate in the election of 2004, tapped into that by providing software on his website which allowed followers to find local supporters in their same area in order to meet up with them to campaign. "DeanLink" software allowed supporters to keep track of larger social networks and enlist their friends. MoveonStudentAction, organized by two college students, managed to raise enough money on its website to purchase space in the New York Times to publish an open letter to President Bush, signed by 65,000 young people. Targeting young adults, as many of these websites did, resulted in an increase in voter turnout amongst voters age 18-24 in the election of 2004.

Thus, as educators we need to assert ourselves as leaders in this digital age. Montgomery clearly demonstrates the power the internet has as a research tool and connector, and it is our role as teachers to make sure students know how to navigate between the powerful research side and more seedy, addictive side of the Internet. Attempts to regulate things, such as the V-chip, will not work without guidance and instruction from parents and teachers. Professor David Buckingham argues that the lines between childhood and adulthood are blurring, and instead of leaving children isolated we need to prepare them to cope with it and change it if necessary. Knowledge is key to navigating the Internet superhighway, and I think parents and educators need to step up their roles in order to prepare children to drive it.