The idea of citizen journalism and “Me Media” is surely out of date – check out this 2006 Guardian write up complete with Sandi Thom reference:
“It is part of an internet phenomenon known as social networking, something which has replaced, or at least supplemented, real-life meeting up”
(Phew, I’m glad that didn’t happen!)
To supplant the scary prospect of “Me Media”, there’s a new way in which the internet makes us introverted and self-obsessed – the “Me Generation”. Jordan McCollum on Marketing Pilgrim has covered an interesting report, by US web consultants Burst Media, analysing their findings on on the The New “Me Generation”. The main conclusion being:
We seek out content that interests us, and then assume it was written for “us”, by which we mean our age group.
Nothing too suprising there, although it emphasises the complexity of online privacy and identity – the freedom the web gives us to escape our demographic trappings, age, gender etc; and the anti-social element of that which allows us to lie our socks off from the safety of a screen if we so wish! More “Me Media” there I guess.
The emphasis of the report then focussed on the fact that those over 45 feel left out because the internet’s all about the kids. Which is not likely to be the case for long as the race for silver surfers intensifies.
What this really got me thinking about was the relevance of these old-school demographics anyway. If we seek by interest, think the web’s written for us and are likely to voluntarily pigeon hole ourselves as foodies, entrepreneurs, starbucks coffee lovers or mobile phone pioneers – then does our age matter?
Of course traditional demographics will always be important and useful, but rather than see this ageless trend as part of the “Me Generation”, I’d rather see it more positively. As indicative of the liberation the internet can provide, as a medium which breaks down isolation and barriers between demographic groups and brings them together around common interests.
And hopefully increasingly a space in which brands have to think and work harder. Connecting to causes, and audiences needs and passions, rather than hiding behind broad demographic sweeps?
ahhh, that thought makes me warm and fuzzy inside. Remember the old coke ad that had everyone holding hands and singing “i’d like to teach the world”?
That was nice cross-demographic branding
Ah, exactly what I was thinking of!
That was a very multi-demographic fluffy ad
very well put – broad demographic sweeps are lazy at the best of times. And excellent use of The Who album cover too!