Sunday, November 25, 2012
GUD Norm 2 - Customization
Use one of the current events sources linked at http://mrsfridaysclass.wikispaces.com/Current+Events to find a recent news article that relates to, supports, or refutes Tapscott's assertion that CUSTOMIZATION is a "norm" of the Net Generation. Your comment should include the title of the news article, a link to the article, and a summary of the article including an explanation of how the article relates to this point. Don't forget to check your rubric for evaluation criteria!
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"A Sharpie Campaign, Aimed at Teenagers, Urges Self-Expression"
ReplyDeletehttp://www.nytimes.com/2011/07/27/business/media/sharpie-aims-a-new-campaign-at-teenagers.html?_r=0&adxnnl=1&pagewanted=all&adxnnlx=1356380573-fFKwbJ3ub2NAL9l29MHwhw
This article begins by explaining the Sharpie Marker company and how it began. It then goes on to describe how a new campaign is being put to action aiming the sales of these markers towards teens using the persuasion technique of "self-expression." The company states how all previous advertising was used to make the markers appeal to adults who could use them around the house, but teens were still the main purchasers despite this. To sell even more markers, the company turned its campaigns to the main source of purchasing and made them even more appealing to teenagers. They use self-expression as the reason teens should buy the markers and use the slogan, "Uncap what's inside." This article supports Tapscott's "norm" of customization since Tapscott believes teens and other people of the digital generation love to express themselves and customize things to make them personal. The article shows the reason the campaign is about self-expression is because teens love self-expression, and therefore the article reinforces Tapscott's idea that teens will more likely purchase a product if it involves the option of personal customization and self-expression.
"Shopper Alert: Price May Drop For You Alone"
ReplyDeletehttp://www.nytimes.com/2012/08/10/business/supermarkets-try-customizing-prices-for-shoppers.html?pagewanted=all&_r=0
Throughout the "Shopper Alert: Price May Drop For You Alone" there is an under lying theme displayed; customization. The article talks about how Safeway food stores now use customization on prices of items based on the usually bought items and the customers habits. The article mentions that stores like Kroger and Safeway are trying to urge the customer into purchasing more expensive products. For example a shopper buying for a family would spend more money to get the larger box of Tide, thus improving the sales of the store. In a survey conducted, 90 percent of shoppers had no clue that it was legal to vary the prices based on the customer and that they did not like it, according to the article. Of course these shoppers are mostly older. According to Tapscott the net geners, although grocery shopping not directly addressed, would take to the changes. Net geners desire personalizing almost everything capable. For example net geners have Facebooks and Twitters showing how they live and what they like to do. Also net geners long to watch television on their own time and not prime time. Personalizing is a large factor of a net geners life and just as the grocery store desire to do, the net geners do as well.
"Nokia Lets You 3-D Print Your Own Phone Case"
ReplyDeletehttp://bits.blogs.nytimes.com/2013/01/18/nokia-print-cases/?ref=technology
This small article addresses how those who are bored or too good for the standard Android or I-phone cases may just create their own. The author of the blog that spurred this article states how the future will bring further customization and freedom of creation for the ever expanding generation of young people. The article also touches on the greater amount of independence the phone users will receive. Nokia is letting customers "print their own" case layout and design instead of having an employee from a company accomplish the exact same process. Those who choose the road of customization will require a three dimensional printer, but Nokia is releasing all sorts of downloads and online templates that facilitate the process and further drive the progression of technology that Tapscott refers to in his writings. According to Tapscott, net geners enjoy and respond better to customization and freedom of creation. Since it has become more and more prevalent, it has become expected at higher degrees. Tapscott says that companies do promote this for popularity, but the increased computer work may take away from the occupation opportunities of human employees, such as mentioned in the article.
This comment has been removed by the author.
ReplyDelete"Craze for Customization Tears Up the Rules"
ReplyDeletehttp://www.nytimes.com/2000/10/13/news/13iht-rcustom.t.html
In the third chapter of "Grown Up Digital", Tapscott focuses on eight norms, which are distinctive attitudinal and behavioral characteristics that differentiate the Net Generation from their baby-boom parents and other generations. One of these eight norms is customization. The Net Generation enjoys having everything they own customized, like their cars and their cell phones. For example, one person may have green polka dots as the background on their phone while another person may have blue polka dots. Although they have the same mobile device, they customized their backgrounds to be different. The feeling of making something their very own makes the Net Generation feel unique and important. This article states that the Net Generation customizes their clothes to fabricate their own fashion. They will rip off a sleeve from their shirt or simply add bright studs to their pants. This article relates to Tapscott's norm because it demonstrates that the Net Generation yearns to customize everything they own.
ON THE RUNWAY; Online, Everyone’s an Editor
ReplyDeletehttp://query.nytimes.com/gst/fullpage.html?res=9506E6D8113AF935A35751C1A9649D8B63
In “Grown Up Digital”, Don Tapscott discusses customization as one of the norms apparent in the net generation. He states that members of the net generation desire to customize their products and make everything their own. Also, Tapscott states that net generation members do not just want their technology to work for them, they want it to be their own. The idea of making technology their own is becoming even more apparent with the new website, Glossi, which is discussed in this article. Glossi is similar to a blog, but each person’s website is set up like a magazine. Users can insert pictures, videos, text, and the now popular gifs and discuss them with text. This relates to the customization norm because this website is another medium for members of the net generation to create and customize their own magazines. Teenagers and young adults can make this technology their own by designing their own weekly magazines that discuss what they are thinking. Glossi is a key example of how the internet is changing to be customizable and relating to the second norm.
"From Shoes To M&M's, Custom-Made Products Take Off Online"
ReplyDeletehttp://www.npr.org/2012/12/20/167676601/custom-orders-build-retailers-brand-loyalty
This article discusses the trend of customer customization that many companies have taken up. Consumers now have the ability to customize anything from their sneakers to messages on M&Ms. Lohr, the author, specially mentions how popular customization is among young people. She claims that students love to design sneakers to match their outfits or school colors. Students like the customization because it sets them apart from their peers and makes their material goods unique to them. This article relates to Tapscott's customization norm in "Grown Up Digital" because he states that "Net Geners" thrive on making their products personal through customization. Tapscott also says that technology customization is popular, and the article supports this by mentioning that that two German professors have found at least 500 international-mass customization sites online.