forfattere og deltagere end deres forældre – de diskuterer, stiller spørgsmål, argumenterer, leger, kri-
tiserer, fantaserer, investerer, søger og informerer (Op.cit. p.21). De har i mange henseender vendt
kommunikationsrevolutionen, så de ikke er passive konsumenter, men snarere aktive indflydelsesrige
producenter, fordi de hierarkiske ”top-down” styrede kommunikationsformer er blevet udvidet med
”bottom-up” kommunikation. Tapscott har identificeret otte normer, der kendetegner netgenerationen
og som er centrale for forståelsen af, hvordan generationen kan indvirke indflydelse på så væsentlige
områder som arbejde, verdensmarkeder, læring, familien og samfundet:
De værdsætter frihed i alt hvad de gør: Frihed til at vælge, frihed til at udtrykke sig, frihed til at
prøve nye ting.
De elsker at tilpasse, skræddersy og personliggøre: De tilpasser deres digitale medier efter per-
sonlige valg – ændrer ringetoner, screensaver, tilføjer musik og billeder, personaliserer egne
hjemmesider og profiler på Facebook og MySpace osv.
De er skeptiske og undersøger grundigt: De sammenligner og undersøger produkter, før de kø-
ber. På grund af webbets enorme informationsmængde (herunder spam og falske oplysninger)
er de vant til at skelne og afgøre, hvad der er rigtigt og forkert.
De søger integritet og åbenhed, når de skal afgøre, hvad de skal købe eller hvor de vil arbejde: En
virksomheds værdier skal matche egne værdier. De søger ærlighed, omtanke for andre og tole-
rance.
De ønsker underholdning og leg i deres arbejde, uddannelse og sociale liv: Generationens tålmo-
dighed er ikke stor og de keder sig hurtigt og er opvokset med interaktive spil, hvor der er for-
skellige valgmuligheder.
De værdsætter samarbejde og relationer: De netværker og samarbejder i forskellige online
’communities’, de deler filer, musik, billeder, film, chatter, sms’er og spiller i større grupper. De
er kreative og aktive skabere, såkaldte ”prosumers” (producenter og konsumenter)(Op.cit.
p.90.).
De har et behov for høj hastighed: Et hurtigt informations- og kommunikationsflow kendeteg-
ner deres hverdag.
De er innovative: Søger innovative måder at samarbejde, underholde sig selv, lære og arbejde
på.
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