Thesis Defense Proposal (First 3 Chapters) presentation. Thesis document can be found here: http://bit.ly/13XyID
Chapters 4 & 5 and full defense will be posted in June. Contact me on twitter (@brianjking) or email for a download, can send PDF, PPT, or Apple Keynote (Native format)
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Rapid technological growth of DVR, Internet, etc. Those that are born into technology being ubiquitous in their lives are different then those that have not according to Prensky (2001a, 2001b) and Frand (2000). This creates a digital divide btwn generations.
media habits - how they view (internet vs. tv)
viewing habits - are they viewing commercials? are they circumventing them? viewing in an unconventional manner.
Difference in media and viewing habits btwn DI & DN - how they respond to commercial television. Problem is that advertisers need to effectively reach these groups but without knowledge on how they view/circumvent this is impossible.
Media habits - TV vs. Internet (Also DVR, time-shifted viewing, etc.)
Viewing habits - Do they circumvent viewing of commercials somehow? If so how? Are DI or DN more likely to use a DVR to avoid commercials, view online through Hulu, Boxee, etc.
The researcher hypothesizes that Digital Natives will show a trend of viewing television commercials online through Hulu, Boxee, Miro, and others. According to Prensky (2001a, 2001b) Digital Natives are accustomed to using the Internet for their media viewing habits they will tend to be online. The Digital Immigrants on the other hand will be more likely to view traditional television with different commercial viewing habits than their Digital Native counterparts. This is because “. . . like all immigrants, some better than others – to adapt to their environment, they always retain, to some degree, their “accent” that is, their foot in the past” (Prensky, 2001a, p2).
Lit. review is divided into sections 1. Technological advancement & impact to commercials 2. DI vs. DN and Television Commercial Viewing Habits 3. Literature Review Conclusions
Quantitative data - measures how much of a variable is present. Assess how DI & DN view commercial media (Internet vs. Traditional TV) and if they are more likely to utilize a particular method to circumvent viewing of commercials.