Segmentbeskrivelsen er baseret på de teorier og kvantitative samt kvalitative undersøgelser, som er blevet gennemgået her i kapitel 5. Jeg har valgt betegnelsen den digitale generation som et samlende begreb for både Tapscotts og Prenskys karakteristik af den generation, der er opvokset med internet Den digitale generation på museum 57 og digitale medier.25 De to forfattere belyser generationen efter samme princip som Gallup Kompas’ inddeling af befolkningen i segmenter efter samme holdninger, værdier og livsstil. Jeg vil derfor belyse den digitale generation som et segment, der kan ses som en særskilt tilføjelse til de ni tidligere skitserede segmenter eller som en udvidelse af de tre eksisterende segmenter, der aldersmæssigt og hvis internetvaner (ifølge Kulturministeriets rapport) også vil tilhøre den digitale generation: Den digitale generation Unge under 33 år søger mulighed for at lære søger nye udfordrende oplevelser værdsætter at lave noget meningsfuldt: eksempelvis ved at brugerens viden, interesser og overbevisninger imødekommes vil interagere og samarbejde med andre: enten dem brugeren kommer med, museets ansatte eller andre brugere.
Disse vil kunne bidrage med supplerende viden og facilitere bedre forståelse, læring og meningsdannelse vil føle sig tilpas i de omgivelser man befinder sig i: brugeren ved, hvad der forventes vil kunne deltage aktivt: eksempelvis ved at brugeren kan vælge og bidrage med innovative inputs vil have indfriet motivation og forventninger ønsker veldesignede udstillinger og genstande, der fanger opmærksomheden: eksempelvis ved hjælp af interaktive multimedier og visuelle præsentationer frem for tekst ønsker mulighed for at ”lagre” museumsoplevelsen bagefter: eksempelvis ved hjælp af multimedier, hvor brugeren kan bidrage med sin egen oplevelse af besøget gennem kommentarer eller billeder værdsætter for leg og underholdning: eksempelvis gennem spil eller andre brugerinddragende aktiviteter værdsætter at museet har en velkommende og åben profil vil kunne tilpasse og navigere i oplevelsen efter personlige behov søger anerkendelse og tilfredstillelse 25 Prensky fastsætter 1991 som skellet, hvor The Digital Immigrants afløses af The Digital Natives. Tapscott skelner mellem flere generationer og fastsætter Net Generation fra 1977-1997 og den næste Generation Next til 1998 og frem. Jeg har valgt at benytte Tapscotts skel fra 1977, men i stedet for at skelne mellem to unge generationer, benytter jeg den digitale generation som en paraplybetegnelse, hvoraf de sidst ankomne i generationen så kan betegnes som mere ’digital indfødte’ end de først fødte. Den digitale generation på museum 58 Tre af segmenterne fra Kultuministeriets undersøgelser vil aldersmæssigt kunne tilhøre den digitale generation: Jeg vil konkretisere segmentet i løsningsforslagene og derfor ikke kommentere den yderligere her. Som dette kapitel har illustreret, ligger der en lang omstillingsproces forude, hvis museerne skal have vendt de nuværende webbrugeres konservative brochure-brug til en reel virtuel oplevelse.
Men når 52 % af brugerne mener, at museernes hjemmesider bør være en læringsressource, er det et klart signal om, at mange af brugerne ønsker mere, end hvad de kan finde i dag. Ved at gøre sig bevidst om de forskellige kommunikationsmuligheder, der er opstået med webbet, vil museerne kunne udvikle kommunikationen til deres kernebrugere og samtidig nå ud til den digitale generation, som eventuelt måtte have lyst til at interagere i højere grad med museet og eller med andre brugere. Museerne er vidensinstitutioner og alternative læringsrum, og som Qvortrup blandt mange har fremhævet, er en af de vigtigste ressourcer i dagens ”videnssamfund” jo netop viden (Kulturarvsstyrelsen, 2009c, p.11). Museerne har derfor mere end nogensinde før en helt oplagt mulighed for at revidere deres rolle og funktion, hvilket museerne virker til at være klar over– spørgsmålet er bare hvordan. Der mangler især ressourcer og it-didaktiske kompetencer i museerne, men det gode ved Web 2.0 er, at mange af platformene er gratis.
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