Using Digital Media to Engage Young CitizensUsing Digital Media to

Engage Young Citizens~

Lance Bennett

Center for Communication and Civic Engagement

University of Washington, Seattle, USA

~Prepared for OECD - INDIRE

New Millennium Learners Conference

Florence March 7, 2007

~Lance Bennett

Center for Communication and Civic Engagement

University of Washington, Seattle, USA

~Prepared for OECD - INDIRE

New Millennium Learners Conference

Florence March 7, 2007

Civic Engagement -Learning Civic Engagement -Learning

Cognitive skills: -- political reasoning - develop/express public voice

Social value-lifestyle: NML effective personal expression - identity

Learning outcomes: knowledge about government - how to participate

Educational achievements: informed citizens who participate in public life

Cognitive skills: -- political reasoning - develop/express public voice

Social value-lifestyle: NML effective personal expression - identity

Learning outcomes: knowledge about government - how to participate

Educational achievements: informed citizens who participate in public life

What are the challenges?What are the challenges? What schools do best -- is not effective

teaching textbook knowledge about government -- not effective for NMLs

Engaging NML personal identity and digital lifestyle is challenging for schools….

…because it is difficult to understand the generational changes in citizen identities among NMLs (1980--)

What schools do best -- is not effective teaching textbook knowledge about

government -- not effective for NMLs Engaging NML personal identity and

digital lifestyle is challenging for schools….

…because it is difficult to understand the generational changes in citizen identities among NMLs (1980--)

Research Findings: Generational Declines in Traditional ParticipationResearch Findings: Generational

Declines in Traditional Participation

Electoral Activity LowElectoral Activity Low

6%

13%

26%

33%

50%

3%

4%

20%

36%

32%

0% 10% 20% 30% 40% 50% 60%

Volunteered for a candidate or politicalorganization

Contributed money to candidate, party,or group

Displays campaign button, sticker, sign

Tries to persuade others how to vote

Always vote (or intend to always vote)

All DotNet

6%

13%

26%

33%

50%

3%

4%

20%

36%

32%

0% 10% 20% 30% 40% 50% 60%

Volunteered for a candidate or politicalorganization

Contributed money to candidate, party,or group

Displays campaign button, sticker, sign

Tries to persuade others how to vote

Always vote (or intend to always vote)

All DotNet

DotNets born 1977-1987Source: PEW U.S. Civic Health Survey

Research Findings: Rise in Direct Personal Action

Research Findings: Rise in Direct Personal Action

Personal Direct Action HighPersonal Direct Action High

3%

4%

8%

10%

12%

18%

23%

35%

38%

2%

7%

7%

10%

14%

10%

20%

35%

38%

0% 10% 20% 30% 40%

Canvassed

Protested

Contacted talk show

Contacted media

Electronic petition

Contacted an official

Written petition

Buycotted

Boycotted

All DotNet

Generational Citizen Identity DifferencesYouth: Actualizing Citizen (AC) Older: Dutiful Citizen (DC)

Weak duty to participate in government

Strong duty to participate in government

Focus on lifestyle politics: political consumerism, volunteering, social activism

Voting is the core democratic act

Mistrust of media and politicians -- does not follow politics in the news

Informed about issues and government -- follows the news

Joins loose networks for social action – communicate through digital media

Joins social organizations and parties -- communicate through mass media

Research and Education Policy:Conflicting Conclusions

Research and Education Policy:Conflicting Conclusions

Are young citizens disengaged? -- yes, if focus is voting & knowledge about politics & government

(emphasis on DC citizen identity) Or are they Engaged ? -- yes, if focus is

community work, consumer politics -- online communities

(emphasis on AC citizen identity) Result -- conflicting & poorly developed

approaches to civic education

Are young citizens disengaged? -- yes, if focus is voting & knowledge about politics & government

(emphasis on DC citizen identity) Or are they Engaged ? -- yes, if focus is

community work, consumer politics -- online communities

(emphasis on AC citizen identity) Result -- conflicting & poorly developed

approaches to civic education

Most civic education designed by older DC citizens - offering little for ACs

Most civic education designed by older DC citizens - offering little for ACs

The Policy ChallengeThe Policy Challenge Civic Education Programs that

Appeal to AC citizens -- active/personal contact with real problems and issues

Support DC values, but … avoid textbook government avoid presenting citizenship as duty Offer personal paths to government Using familiar social networking media

Civic Education Programs that Appeal to AC citizens -- active/personal

contact with real problems and issues Support DC values, but …

avoid textbook government avoid presenting citizenship as duty Offer personal paths to government Using familiar social networking media

Source: Craig Peden, Microsoft Educational Solutions Group

~ Use Interactive Technologies to Bring Democracy into the

Classroom~

~ Use Interactive Technologies to Bring Democracy into the

Classroom~ Use interactive technologies to help

young citizens: Learn public communication skills Communicate with each other Build a political agenda Organize and act effectively Communicate with government

Use interactive technologies to help

young citizens: Learn public communication skills Communicate with each other Build a political agenda Organize and act effectively Communicate with government

Create Communication Environments

Create Communication Environments

Teach digital media literacy in schools - to develop PUBLIC VOICE

Build community digital media systems -- public spaces -- outside of schools

Link both schools and personal life to those spaces via networking IT

Build curriculum to help students discover community issues

Make it fun -- produce & share content

Teach digital media literacy in schools - to develop PUBLIC VOICE

Build community digital media systems -- public spaces -- outside of schools

Link both schools and personal life to those spaces via networking IT

Build curriculum to help students discover community issues

Make it fun -- produce & share content

Conclusions: How to Motivate Gen Next?

Conclusions: How to Motivate Gen Next?

I. Recognize citizen identity shifts less collective responsibility/civic duty strong interest in making a difference in society

II. Use new learning & comm. preferences make learning: interactive, experiential, group use digital media to personalize information use online tools to link political info & action

III. Link classroom to government & society Use media to engage students in public spheres

I. Recognize citizen identity shifts less collective responsibility/civic duty strong interest in making a difference in society

II. Use new learning & comm. preferences make learning: interactive, experiential, group use digital media to personalize information use online tools to link political info & action

III. Link classroom to government & society Use media to engage students in public spheres

Center for Communication & Center for Communication & Civic EngagementCivic Engagement

Lance Bennett, DirectorLance Bennett, Director

www.engagedcitizen.org www.engagedcitizen.org

Information ~ Technology ~ Community

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