Snack Culture
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Transcript of Snack Culture
The digital diet of University students
Snack Culture?
University students and digital media
a quali-quantitative research to analyse and monitor university students' medial diet
University students and digital media The research aims at:
๏ studying the degree of familiarity of university students with new digital technologies
๏ monitoring consumption styles of cultural products and contents
๏ verifying the frequency and the ways of connections to the Internet
๏ analisying the degree of knowledge and utilisation of Web 2.0 platforms and instruments
University students and digital media
๏ Frequency analysis
Methodology
๏ Frequency analysis
Methodology
๏ Cluster Analisys
๏ Frequency analysis
Methodology
๏ Cluster Analisys
๏ Focus Group
๏ Frequency analysis
Methodology
๏ Cluster Analisys
๏ Focus Group
๏ In depth interviews
21054undergraduate students
for a final sample of
1186 students
๏ 2 focus groups with experts
๏ 2 focus groups with students
๏ 1 focus group with parents
๏ 4 in-depth interviews
Qualitative analysis
How many hours do you watch TV in a week?NeverLees than 1 hourBetween 1 and 5 hoursBetween 5 and 10 hoursBetween 10 and 15 hoursBetween 15 and 20 hoursMore than 20 hours
NeverLess than 1 hourBetween 1 and 5 hoursBetween 5 and 10 hoursBetween 10 and 15 hoursBetween 15 and 20 hoursMore than 20 hours
How many hours do you listen to the radio in a week?
NoneLess than 5 Less than 10More than 10
How many books do you read in a year?
YesNo
Do you use a computer on a regular basis?
Less than 1 hourBetween 1 and 5 hoursBetween 5 and 10 hoursBetween 10 and 15 hoursBetween 15 and 20 hoursMore than 20 hoursNever
How many hours do you connect to the Internet in a week?
NeverSeldomSometimes during the weekEvery day
Do your parents use Internet?
Telephone lineBroadbandUMTSDoesn’t know/doesn’t answer
Which type of connection do you use?
Telephone lineBroadbandUMTSDoesn’t know/doesn’t answer
Which type of connection do you use?
At homeIn universityAt my parents/my friends homeIn public placesIn other places
Where?
EverydaySometimes during the weekSeldomNever
Do you read printed newspapers?Do you read on line newspapers?
YesNoDoesn’t know/doesn’t answer
Do you have a personal blog?
YesNoDoesn’t know/doesn’t answer
Do you have a personal blog?
Do you read others' blog?
EverydaySometimes during the weekSeldomNeverDoesn’t know/doesn’t answer
Do you use instant messaging and chat?
3 typologies of users
Degree of utilisation of digital media
Prod
uctio
n of
new
con
tent
s
Inter@ctivated30,1%
Digital Mass
47,5%
Neo-Analogical22,4%
Inter@ctivated
Digital Mass
47,5%
Neo-Analogical22,4%
Activity on MySpace, Wikipedia, Youtube and social network platforms
Degree of utilisation of digital media
Prod
uctio
n of
new
con
tent
s
Inter@ctivated
Digital Mass
47,5%
Neo-Analogical22,4%
Activity on MySpace, Wikipedia, Youtube and social network platforms
Degree of utilisation of digital media
Prod
uctio
n of
new
con
tent
s
MyspaceInter@ctivated 93,2%
Neo-Analogical 8%Digital Mass 1,1%
Inter@ctivated
Digital Mass
47,5%
Neo-Analogical22,4%
Activity on MySpace, Wikipedia, Youtube and social network platforms
Degree of utilisation of digital media
Prod
uctio
n of
new
con
tent
s
WikipediaInter@ctivated 23,8%Neo-Analogical 12,7%
Digital Mass 5,3%
Inter@ctivated
Digital Mass
47,5%
Neo-Analogical22,4%
Activity on MySpace, Wikipedia, Youtube and social network platforms
Degree of utilisation of digital media
Prod
uctio
n of
new
con
tent
s
YouTubeInter@ctivated 45%Neo-Analogical 16%Digital Mass 9,3%
Inter@ctivated
Digital Mass
47,5%
Neo-Analogical22,4%
Activity on MySpace, Wikipedia, Youtube and social network platforms
Degree of utilisation of digital media
Prod
uctio
n of
new
con
tent
s
Facebook & co.Inter@ctivated 83,9%Neo-Analogical 17,4%Digital Mass 19,5%
What is the self perception of users?
Degree of utilisation of digital media
Prod
uctio
n of
new
con
tent
s
Inter@ctivated
Digital Mass
47,5%
Neo-Analogical22,4%
What is the self perception of users?
Degree of utilisation of digital media
Prod
uctio
n of
new
con
tent
s
Inter@ctivated
Digital Mass
47,5%
Neo-Analogical22,4%
Beginners
Basicusers
Expertusers
Instant messaging use
Degree of utilisation of digital media
Prod
uctio
n of
new
con
tent
s
Inter@ctivated
Digital Mass
47,5%
Neo-Analogical22,4%
Instant messaging use
Degree of utilisation of digital media
Prod
uctio
n of
new
con
tent
s
Inter@ctivated
Digital Mass
47,5%
Neo-Analogical22,4%
Never
EverydaySometimes
The social appropriation of
technologyInsights on key topics
Mind the gap The intergenerational digital divide
NeverSeldomSometimes during the weekEveryday
Do you parents use Internet?
NeverSeldomSometimes during the weekEveryday
Do you parents use Internet?๏ My mother always asks me: "I have to connect to the Internet, just to download a thing from the home page of the school, can you look a moment after me?" Because she still is not self-confident in what she's doing
๏ My father experience has been quite shocking. Because he was not used to work with the computer. He did not use the PC at home. He really made nothing out if it. He didn't have any idea about what was an e-mail. He never wrote at all.
Less than 1 hourBetween 1 and 5 hoursBetween 5 and 10 hoursBetween 10 and 15 hoursBetween 15 and 20 hoursMore than 20 hoursNever
How many hours do you connect to the Internet in a week?
Less than 1 hourBetween 1 and 5 hoursBetween 5 and 10 hoursBetween 10 and 15 hoursBetween 15 and 20 hoursMore than 20 hoursNever
How many hours do you connect to the Internet in a week?
๏ “I think that my all life could be easily confined within a 4x4 square meter room, with a bed, a WC, a little kitchen and a computer… I wouldn’t need anything else”.
Digital Natives
Digital Immigrants
EverydaySometimes during the weekSometimes during the month
Do you write e-mail?
EverydaySometimes during the weekSeldomNever
Do you use instant messagingservices?
EverydaySometimes during the weekSometimes during the month
Do you write e-mail?
EverydaySometimes during the weekSeldomNever
Do you use instant messagingservices?
๏ the student - I spend my all day on msn. It is easy to use, you can communicate in real time. It is just like the way the two of us are talking right now.
๏ the parent - I use the e-mail, my son uses msn
๏ the expert - Messenger is becoming, especially in Europe, one of the main activity aggregator
From Gutenberg to the web and back
New consumption styles and their consequences for publishing industry
NoneLess than 5Less than 10More than 10
How many books do you read in a year?
- books + webHow many hours do you
connect to the Internet in a week?
NoneLess than 5Less than 10More than 10
How many books do you read in a year?
- books + webHow many hours do you
connect to the Internet in a week?
๏ the student - No books, no comics... I didn't read at all. I never liked reading. Never. Except from the last years, but even now, not considering the University textbooks, I don't read so much. Because, you know ... I don't have enough time and I prefer to do other things, such using Internet, or going out, maybe...
NoneLess than 5Less than 10More than 10
How many books do you read in a year?
- books + webHow many hours do you
connect to the Internet in a week?
๏ the student - The last thing I do before going to sleep is turning off the pc, the first thing I do when I wake up is turning it on
๏ the student - “I think that my all life could be easily confined within a 4x4 square meter room, with a bed, a WC, a little kitchen and a computer… I wouldn’t need anything else”.
Credits
Ricerca condotta da NuMedia Bios - Osservatorio Nuovi Media Università di Milano Bicocca
Paolo Ferri
Stefano Mizzella
Andrea Mangiatordi
Francesca SceniniElisabetta Costa
Andrea Pozzali Nicola Cavalli
PhotoCreditsDhammza - “Kicking Television”
Bricolage.108 - “Live transmission”
Javier_Pico - “Books_02”
Sd - “Autorretrato”
TransCam - “Internet”Goldenticket - “Banksy L.A. Show”
Shadphotos - “Snake-cable RJ-45”
Pensiero - “Italian love”
Chesi-Fotos CC - “rss-icon_256”
Tsunnamiifx - “MSN Buddies” Kate.West - “Mailbox Art”
Ricoeurian - “Sara Lloyd”
Peskymac - “She is too fond of books”
Centrax - “iRex iLiad”
Alcides1356 - “Retrato de Alvin Toffler”
Laughing Squid - “Justine as Justin.tv”
Trevira - “1950s family watching tv”
Heart_hacker2k6 - “42-16176486” Anne Helmond - “Zero Comments Book Presentation”
Keynote realizzato da Andrea Mangiatordi e Stefano Mizzella