What Will Future Generations Contribute to Our Economic Development

The Kaiser Foundation recently published a not-so-surprising report about increased media consumption among 8-18 year old kids.  The KFF survey, as you probably expected, demonstrated that overall media consumption has risen significantly in this age group.  However, it's equally important to note that TV viewing remained fairly stable, as did book reading.  So while others reprint the study's findings and emphasize deterioration in grades among heavy media users, I'd like to go ahead with the alternative hypothesis that "The kids are alright" -- a line more or less straight from "Talkin' bout my [dad's] generation."

How is this relevant to us?  Well, for the same reason that other business-related media sources are discussing this topic: The kids are our future and they've got plenty of disposable income, family spending influence, and time on their hands (not to mention their potential future lifetime purchasing behavior, which is quite valuable to businesses catering to teens).  Duh!  Like, seriously, it's so lame I had to even point that out.  But then it's also important to me because, as you can quite clearly see in my last sentence, I am now part of the adult ruling class -- inept at capturing an even remotely passable tone of today's teen language -- and frankly, somewhat frightened about our lack of connection with teens today.  As I work with fellow community leaders an real estate professionals in my own neighborhood, it's become clear that we had better work with the kids who are often vandalizing private property and potentially threatening our local businesses, or else see our community deteriorate in the future.  To better work with them, of course, we need to better understand them and relinquish some of our perceived control (which is mostly futile anyway, in my opinion) -- in other words, genuinely try to collaborate.  This begins with learning to appreciate their worldview and how it may be different or similar to ours.

Furthermore, let's look at the ways they develop that worldview, via media consumption patterns and application to other aspects of their lives.

In our post-information age, we often like to think we've somehow progressed beyond the simple need to produce and present information as a means to advance our collective knowledge and innovation base -- yet this remains a critical focus in much of our lives.  The mere availability of information in a disorganized and uncontrolled environment arguably remains one of our biggest hurdles to effectively utilize media to enhance knowledge on a widespread basis. (Yes, media companies do indeed organize information, but typically as a sole means to meet their demand feedback loop, which often contributes to bias and closed-mindedness).

If increased media consumption is indeed acting more as a distraction or mindless escape to our youth (and their parents), then maybe we ought to focus more on enriching it to promote intellectual curiosity.  Why should a teen's grades begin to fail because he/she spends more time taking in media presentations?  I can't fathom why, twenty years into the information revolution, we haven't found a way to make learning more stimulating -- unless we have and we just don't realize it (see, for instance, the current dialog about how we are already using the all-new iPad and its promise for mobile computing).

The three questions we need to ask are:

1.  Are we evaluating the wrong measures of learning, by failing to account for positive aspects of increased media consumption;

2.  What ever happened to our once strong cultural respect for the venerable fourth estate (great post about financial coverage here) and the ongoing value of creativity expressed through contemporary art or, better yet, direct observations about pop culture; and

3.  Why are we highlighting the perils of media consumption, rather than focusing on opportunities present in this finding?  We should be taking notes on the popularity of interactive and multi-platform media in the commercial space, typically developed to either enrich private sponsors' marketing opportunities (i.e. click-throughs, surveys, etc.) or to enhance the value of an entertainment franchise (i.e. Star Wars, Lost, Avatar, Nine Inch Nails, and others using ARGs or similar).  What's wrong with using these examples to promote better parallel learning mechanisms?  (And yes, I know that some are doing this, but why not en masse?)

Just as when I was a student in the 80s/90s being told to beware outdated maps in the library, or assertions about scientific findings that were since disproved, kids today should be encouraged to forge their own learning paths to some extent.  From the top-down perspective, we could use closed captioning or voice-/ video-enhanced text at an early age to help with language acquisition.  This could then be paired with a bottom-up approach that enables students to seek ways in which they can explore related media (for fun or learning) or perhaps contribute their own interpretations through wikis and discussion boards.  Meanwhile, this could better train teens to seek contextual clues to the often dreaded classic literature, history, humanities, or boring science lessons -- which in turn better promotes the notion of democratized and engaged learning.

I'm a little disappointed that the study emphasizes the fact that parental media rationing is key to getting kids back on track.  Instead, what if parents and teachers did a better job of engaging with their kids in more enriched media consumption?  As a kid who grew up on the tail-end of gen X, I see the same perception wall that hindered communication about media consumption in the 80s, where it was too often viewed as a purely recreational activity in one's leisure time that crept into more productive activities.  This attitude contributed to a popular uproar over Ronald Reagan's observation that video games should be used to develop the skills necessary to our military -- how long did that view take to institutionalize, 20 years?  Or my parents' early lack of understanding about my music consumption habits, which helped create a passion that I leveraged into more critical interpretation of media -- I still benefit from this as an adult.  And would you really complain that a future environmental biologist or investment banker is glued to Discovery Channel or CNBC as a teenager?  What better time has there been to learn from available media, and at the same time teach kids to analyze and understand the source.

So this just looks to me like the saga continues between kids and their parents, who "just don't understand," as stated by one of my dad's favorite actors, Will Smith.  Hey, wait a minute, I thought he was one of us....