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Chapter Three “The Eight Net Gen Norms”

In chapter three Tapscott discusses the eight Net Generation norms. He defines norms as “distinctive attitudinal and behavioral characteristics that differentiate this generation from their baby-boom parents and other generations.” The eight norms are freedom, customization, scrutiny, integrity, collaboration, entertainment, speed, and innovation. Since the Net Geners have grown up with the Internet, he describes how these norms have shaped the Net Generation.

The first norm described in the chapter was freedom. The Net Geners want freedom in their workplace. They are not going to grab the first job offered to them; they carefully analyze each job offer and decide which one is going to allow the freedom they want. They want flexibility in their work place including flexible work hours, amenities, and compensation for work well done. Some big Internet companies have changed their work environment to accommodate these requests. Google, for example, allows 20% of their employees’ work place time to be spent on projects of personal interest to them. Many Net Geners create a job for themselves in a self-employed situation.

The next norm was customization. Net Geners use technology and customize it to work for them. They will modify the products to fit who they are. The research shows that the importance of personalizing a product is one of the most important factors when choosing a product.

Scrutiny was the next norm discussed. Tapscott discussed how the Net Generation understands the need to be skeptical while researching online. They have the ability to distinguish between fact and fiction easily. When presented with a piece of information or an online video, Net Geners would verify the validity of the information or video being presented. They accept few claims at face value. But many still don’t realize the private information they disclose on networking sites can be too personal and affect future employment opportunities.

Integrity was another norm. According to Tapscott, Net Geners do care about integrity. They are a generation with considerable tolerance for diversity. Many Net Geners will find information about companies or organizations being dishonest and boycott those companies’ products if they do not meet their personal values or ethical standards. They are not afraid to tell others via social networking of their newfound information. However, most Net Geners do not view online sharing of music as bad. They feel it is their right to be able to download or share music without paying for it, which the rest of society considers stealing.

Collaboration is a big attraction for Net Geners. They are natural collaborators. They are used to using the Internet to discuss and collaborate constantly. Collaboration allows great ideas to develop and companies are using this by having Net Geners help develop advertising campaigns. They like to design products and offer suggestions to improve them. (Maybe that’s why there is an online survey attached to every receipt I receive after shopping.)

Entertainment is the next norm. Companies are creating work environment to be fun. These new work places have gyms, Xboxes, pool tables, and some even have a private lake. There are a variety of cafeterias from which to choose to eat. The Net Geners will take time to cool off online by checking Facebook or playing games. They are transforming the products created as well. Companies need to make a product fun as well as useful, which is a great challenge for companies.

Speed is another norm discussed. Having grown up digital, they expect speed. If they shop online they expect a product to arrive within a few days. Email is too slow for them. They prefer the speed of instant messaging. Fifty-six percent of Net Geners have little patience and can’t stand to wait for something according to Tapscott. This constant need for speed can overwhelm some Net Geners. Some actually do wish to disconnect, but they are reluctant to do so in fear that they might miss something.

The final norm discussed was innovation. Products are innovating every few months, and Net Geners want the latest and greatest version. This has caused companies to continually update their products to the Net Gener’s liking. This reminds me of the mindset of the 1920s when in contrast Ford decided to “keep the consumer unhappy” and they’ll always want more. In the workplace it means recreating the structure of the company and rejecting the traditional command-and-control hierarchy.

Chapter Four “The Net Generation Brain” In chapter four Tapscott discusses how the Net Generations’ brains are wired very differently than previous generations. Because of the increased use of video games on the Internet, the evidence suggests that they may have a more highly developed brain even though people are worried that technology is destroying our children’s brains.

Net Geners are quicker at switching tasks than other generations. Their brains are incredibly flexible and adaptable. They use higher levels of learning when immersed in interactive digital environments. Teens who play many video games can process visual information more quickly than non-gamers. The skills that they use are skills that are useful to surgeons. Doctors who played video games learned skills more quickly and made fewer errors when being trained in laparoscopic surgery.

Net Geners process information very differently. They don’t start at the beginning to end, top to bottom, or left to right. They have hypertext minds and are not sequential learners. They jump from image to image before going to text. This is because they have grown up digital and are used to information being presented in a colorful imagery way.

They are also better at multitasking. They have the ability to switch from one application to another instantaneously. “They, Net Geners ages 18-21, are ten percent better on completing intensive problem-solving exercises without disruption than others ages 35-39. However the communication based interruptions caused Net Geners to lose their cognitive advantage.” “Net Geners are able to squeeze the equivalent of 8.5 electronic media into 6 chronological hours.” Will this ability to multitask lead to better thinkers? Scientists who have opposing viewpoints have discussed that. According to research, IQ scores have increased ten points over thirty years. SAT scores remain stable or have increased. Kutcher states, “that the Net Gen brain may maintain more items in working memory and be able to execute certain tasks more rapidly.”

Net Geners are using important reading skills even though the text is online. They are superior scanners. They have massive amounts of information to sift through before deciding which articles to spend their time actually reading, even though the reading of literature is down 14%.

After reading the first few chapters of this book, I understand why Tapscott emphasizes that using the Internet does not deter creativity in the Net Generation. The memorization of facts is becoming less necessary. All factual information anyone needs is just a click of a button away.

The ability to focus is still of importance and mental breaks are important. Net Geners know when it is necessary to focus their attention to complete a task or to learn something new. But if it is not of importance to them, they will not attend, which is not in this case a sign of ADD.

In conclusion this evidence presented shows that the Net Geners’ brains are not being destroyed because of new technology.