Net generation culture

Abstract

This paper argues that the Internet is changing our culture and particularly that of the Net Generation those who are growing up using the Internet. A review of the literature identifies the key values attributed to Internet culture. It is argued that if the Internet is stimulating cultural change this is more likely to occur in younger Internet users. Data from the 10 GVU WWW Survey (Graphic, Visualization, and Usability Center (1999) is analysed to compare the attitudes of the 'Net' generation with those born in an earlier generation; younger Internet users were significantly more likely to have liberal attitudes in line with Internet cultural values. The marketing implications of these cultural changes are explored. These include the adoption of these cultural values in youth advertising and observing netiquette rules in Internet marketing.

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