Using Digital Media to Engage Young Citizens ~ Lance Bennett Center for Communication and Civic Engagement University of Washington, Seattle, USA ~ Prepared.

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 Millennial Learners Conference

Florence March 5-7, 2007

~Lance Bennett

Center for Communication and Civic Engagement

University of Washington, Seattle, USA

~Prepared for OECD - INDIRE

New Millennial Learners Conference

Florence March 5-7, 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 -- (teaching textbook

knowledge about government) is the least effective/ motivating for NMLs

What appeals to NML personal identity and digital lifestyles is hard to introduce into schools

Solution A) understand the generational changes in citizen

identities among NMLs (1980--) B) understand how to use technologies to

motivate a change from private to public life

What schools do best -- (teaching textbook knowledge about government) is the least effective/ motivating for NMLs

What appeals to NML personal identity and digital lifestyles is hard to introduce into schools

Solution A) understand the generational changes in citizen

identities among NMLs (1980--) B) understand how to use technologies to

motivate a change from private to public life

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 & personal activities: 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: Competing Views of CitizenshipResearch and Education Policy: Competing Views of Citizenship

Two paradigms or schools of thought Disengaged youth? -- yes, if focus is on

voting, knowledge about politics & government

(emphasizes DC citizen identity) Engaged youth? -- yes, if focus on community

work, consumer politics -- online communities (emphasizes AC citizen identity)

Result -- conflicting & poorly developed approaches to civic engagement & education

Two paradigms or schools of thought Disengaged youth? -- yes, if focus is on

voting, knowledge about politics & government

(emphasizes DC citizen identity) Engaged youth? -- yes, if focus on community

work, consumer politics -- online communities (emphasizes AC citizen identity)

Result -- conflicting & poorly developed approaches to civic engagement & 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 Engagement 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 Engagement 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

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

Use interactive technologies to help

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

Create Communication Environments

Create Communication Environments

In public space -- outside of schools Link both schools and personal life to

those spaces via networking IT Build curriculum to help students discover

community issues Teach digital media literacy in schools - to

develop PUBLIC VOICE Make it fun -- produce & share content

In public space -- outside of schools Link both schools and personal life to

those spaces via networking IT Build curriculum to help students discover

community issues Teach digital media literacy in schools - to

develop PUBLIC VOICE Make it fun -- produce & share content

But How to Motivate Gen Next? But 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

@