De er skeptiske og undersøger grundigt: De sammenligner og undersøger produkter, før de køber. 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 tolerance. De ønsker underholdning og leg i deres arbejde, uddannelse og sociale liv: Generationens tålmodighed er ikke stor og de keder sig hurtigt og er opvokset med interaktive spil, hvor der er forskellige 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 kendetegner deres hverdag. De er innovative: Søger innovative måder at samarbejde, underholde sig selv, lære og arbejde på. Den digitale generation på museum 56 Marc Prensky’s bidrag Digital Natives, Digital Immigrants fra 2001 fastslår samme karakteristika om den digitale generation: “Digital Natives are used to receiving information really fast. They like to parallel process and multitask. They prefer their graphics before their text rather than the opposite. They prefer random access (like hypertext). They function best when networked. They thrive on instant gratification and frequent rewards. They prefer games to “serious” work.” (Prensky, 2001, p.2). Ifølge Tapscott og Prensky kan generationen forandre samfundet og udfordre autoriteterne, hvis vi vel at mærke ikke er bange for forandringerne, men i stedet lærer af dem og tør handle og gentænke eksisterende praksisser. Eksempelvis at man i undervisningen forlader den klassiske didaktiske tilegnelsestankegang og i stedet sætter de studerende i centrum og baserer undervisningen mere på samarbejde (Op.cit. p.8). Vi bør lære af denne globale generations måde at håndtere nye teknologier, nye måder at arbejde på og nye måder at samarbejde på – med Tapscotts egne ord ”If you understand the Net Generation, you will understand the future. You will also understand how our institutions and society need to change today” (Op.cit. p.11). Tapscotts og Prenskys karakteristik kan tilføre et væsentligt bidrag til museernes forståelse af deres brugere, idet to af de hyppigst besøgende segmenter netop tilhører netgenerationen – henholdsvis de moderne fællesskabsorienterede (20-49-årige) og de moderne (under 40 år) samt den underrepræsenterede gruppe af individorienterede (under 40 år).
Derudover er en af de største brugergrupper af museernes hjemmesider centergruppen, som samtidig er en af de underrepræsenterede brugergrupper i de fysiske museer og som der ikke eksisterer megen viden om – hvem er disse webbrugere? Kan det tænkes, at centergruppen og ikke-brugerne tilhører den digitale generation? Uanset er det i hvert fald nødvendigt med supplerende viden om museernes endnu ukendte webbrugergruppe – mange museer fører selv statistik over brugernes trafik på deres hjemmesider og vil måske dér kunne danne sig et indtryk af deres egne brugere – alternativt kan et gratis analyseredskab som Google Analytics kunne give indsigt i hjemmesidernes trafik og dermed også effektiviteten af museernes formidling. Ingen af de to løsninger vil dog kunne kaste et perspektiv på ikkebrugerne, som muligvis vil kunne blive potentielle brugere, hvis blot museerne havde større viden om disses forventninger og identitetsrelaterede motivationer for at benytte deres fritid på et (web)museum. Inspireret af Kulturministeriets segmentbeskrivelser, vil jeg i det følgende samle disse karakteristika i en segmentbeskrivelse af den digitale generation.
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