Don Tapscott, author of The Digital Economy, turns his attention to the way young people--surrounded by high-tech toys and tools from birth--will likely affect the future. In Growing Up Digital: The Rise of the Net Generation, Tapscott parlays some 300 interviews into predictions on how today's 2- to 22-year-olds might reshape society. His observations about this enormously influential population, which will total 88 million in North America alone by the year 2000, range from the kind of employees they may eventually be to how they could be reached by marketers.


From Library Journal
Following right behind the Boomers are their children, the Baby Boom Echo, or Net Generation (N-Gen). This population is nearly 90 million strong and is the first generation to grow up surrounded by digital media. Tapscott (The Digital Economy, LJ 11/15/96) interviewed 300 N-Geners who participate in online chat groups such as FreeZone to identify the characteristics and learning styles of this already influential segment of society. Anticipating that over 40 percent of U.S. households will be on the net by the year 2000, Tapscott predicts how the N-Geners, many of whom are already expert net users, will be the catalyst for change in education, recreation, commerce, the workplace, the family, and government. His immediate advice is to listen to our children because we can learn from them. Recommended for all libraries.?Laverna Saunders, Salem State Coll. Lib., Mass.Copyright 1997 Reed Business Information, Inc.


Upside, Karen Southwick
Growing Up Digital takes a sociological approach to the intersection of the largest generation in history and the Internet. According to Tapscott, the N-generation consists of the 88 million people in the United States and Canada who will be between 2 and 22 in 2000. Tapscott calls this group a "tsunami" that will force changes in communications, retailing, branding, advertising, education--even the way we build communities. At the core of Growing Up Digital is Tapscott's contention that the N-generation is so technology- and Net-savvy that instead of a generation gap, there's a "generation lap" in which older generations feel threatened by the N-Gen's facility with technology. At its best, Growing Up Digital demonstrates the N-Generation's common characteristics--at least the technology-savvy lot at the center of the book--and potential impact. The book's primary flaw is that it is often glib and simplistic, drawing too many of its conclusions from a set of 300 technology-immersed kids who represent the cream of the crop.


Book Description
The first generation to grow up digital has arrived, and they are transforming the way we work, play, and communicate. In Growing Up Digital, bestselling author Don Tapscott profiles this net generation and how its use of digital technology reshaping the way society and individuals interact. Unlike the Baby Boomers who grew up with the passive medium of television, children today, in ever-growing numbers, are embracing interactive media such as the Internet, CD-ROM, and video games. Growing Up Digital highlights how young people-empowered by digital media-learn, work, play, communicate, and shop differently than their boomer parents. It examines what this means for the whole spectrum of society, including our education system, the government, and economy. Taken together, Growing Up Digital offers an overview of the Net Generation's fearless overhaul of our culture; and it gives the members of this generation-and everyone affected by their use of new media-a chance to anticipate and act on what lies ahead.


Download Description
Tapscott, who coined the term "Net Generation," profiles this new group and tells how its use of digital technology is reshaping the way society and individuals interact. 15 illustrations. 256 pp. $75,000 marketing. 100,000 print. (Business)


Book Info
Eye-opening, fact-filled book profiles the rise of the Net Generation, which is using digital technology to change the way individuals and society interact. Softcover.


From the Back Cover
"Don Tapscot is one of out leading thinkers about the shape, color and scope of the digital revolution. Growing Up Digital offers an incisive and compellingly written look at the generation that will make it all happen."-Joshua Cooper Ramo, Senior Editor, TIME "This breakthrough book takes us into a networked world where the Net Generation is clearly in the driver's seat."-Lawrence J. Ellison, Chairman and CEO, Oracle Corporation "Finally a book documents the digital world with both depth and optimism, with the full support and authority of the future-kids. This book is a boomer's bible to tomorrow.-Nicholas Negroponte, Author, Being Digital This eye-opening, fact-filled book profiles the rise of the Net Generation, which is using digital technology to change the way individuals and society interact. Essential reading for parents, teachers, policy makers, marketers, business leaders, social activists, and others, Growing Up Digital makes a compelling distinction between the passive medium of television and explosion of interactive digital media, sparked by the computer and the Internet. Tapscott shows how children, empowered by new technology, are taking the reins fom their boomer parents and making inroads into all areas of society, including our education system, the government, and economy. The result is a timely revealing look at our digital future that kids and adults will find both fascinating and instructive.

FROM THE PUBLISHER

The bestselling book announcing the arrival of the Net Generation—those kids who are growing up digital—now in paperback. Heraled by Library Journal as one of the Best Business Books of 1997,Growing Up Digital tells how the N-Generation is learning to communicate,work,shop and play in profoundly new ways—and what implications this has for the world and business.

Growing Up Digital offers an overview of the N-Generation,the generation of children who in the year 2000 will be between the ages of two and twenty-two. This group is a "tsunami" that will force changes in communications,retailing,branding,advertising,education,etc. Tapscott commends that the N-Generation are becoming so technologically proficient that they will "lap" their parents and leave them behind.

The book also demonstrates the common characteristics of the N-Generation: acceptance of diversity,because the Net doesn't distinguish between racial or gender identities,curiosity about exploring and discovering new worlds over the Internet and assertiveness and self-reliance,which result when these kids realize they know more about technology than the adults around them.

This eye-opening,fact-filled book profiles the rise of the Net Generation,which is using digital technology to change the way individuals and society interact. Essential reading for parents,teachers,policy makers,marketers,business leaders,social activists,and others,Growing Up Digital makes a compelling distinction between the passive medium of television and the explosion of interactive digital media,sparked by the computer and the Internet.

Tapscott shows how children,empowered by new technology,are takingthe reins from their boomer parents and making inroads into all areas of society,including our education system,the government,and economy. The result is a timely,revealing look at our digital future that kids and adults will find both fascinating and instructive.

SYNOPSIS

This ground-breaking book, which introduced the phrase"the Net Generation," brilliantly demonstrates why the future will be ruled by Net Culture.

FROM THE CRITICS

Information Week

The Net Generation--the first Americans to grow up with home computers, video games, CD-ROMs, and the Internet--is preparing to enter the workforce, and many in today's industries remain unaware of the changes that will likely result from this entry. In a new book, "Growing Up Digital," Don Tapscott, president of New Paradigm Learning, outlines the unique characteristics of this "wired generation" and how its members will change the workplace as it is now understood. N-Geners, explains Tapscott, are curious, self-reliant, contrarian, smart, focused, highly-adaptable, globally-oriented, high in self esteem and worth, and are extremely comfortable with digital tools. These traits, Tapscott contends, could spell disaster for the old corporate model that touts command and a control hierarchy. Furthermore, the key themes of change surrounding today's corporate work environment--empowerment, teams, virtual organization, knowledge management, and sharing, among others--are viewed with skepticism by most N-Geners, who see such newspeak as lip-service. Given this situation, Tapscott suggests a number of approaches to working with and under this new generation of workers. N-Geners' high level of independence and autonomy, for example, requires a shift from mass production to molecular, whereby individual workers develop ideas and strategies that can be shared by all. This concept of knowledge sharing is another work strategy characteristic of N-Geners, as is knowledge management, innovation, detailed investigation, and immediacy. Incorporating these ideas into today's workforce, Tapscott argues, will help companies take full advantage of the benefits offered by N-Geners. Dell Computer CEO Michael Dell, who characteristically hires young people, says, "You give them their own challenging goals and turn them loose and let them accomplish whatever they can. If they aren't bored, then they don't have a lot of time to think about going off on their own."

Vancouver Sun

A few months after buying their new computer, the parents of four-year-old Ryan are astonished to find that he has used Reader Rabbit, an educational program that they bought with the machine, to teach himself how to read. Soon afterwards he is busily conducting science experiments with household materials, inspired by another educational program. And all this before he's spent a single day in school.

Two teens in New Jersey find bomb-making instructions on the Internet, shortly after the Oklahoma City bombing. In their attempts to make a pipe bomb it explodes, injuring both of them. In 1995, Time Magazine publishes a cover story claiming (incorrectly, it turned out) that over 80 percent of images available on the Internet are pornographic. Stories of pedophiles luring kids through Internet chat and e-mail circulate widely. There are calls for censorship and sales of parental control software skyrocket.

Which of these scenarios depict the real story of the relationship between kids and the new digital technologies? Do they all? Are computers and the Internet dangerous time-wasters, robbing kids of `real world' experience, or are they valuable tools that will revolutionize our schools and actually increase the intelligence and knowledge of our kids?

The problem is that most people just don't know. Our children are exploring places where many of us have never been and don't understand, and we're afraid they're getting away from us. Can we trust them to make the right choices, to become the people we want them to be?

According to Don Tapscott, we can. In Growing Up Digital, he argues persuasively that today's kids, or as he calls them, the Net Generation, are fundamentally different from and in many ways ahead of the generations before them. Digital technology has shaped them, just as television shaped their parents, the baby boomers. And it has done a better job than television, replacing a passive broadcast medium with an interactive, involving one. In short, he says, "the kids are all right."

A Toronto-based business and technology writer and `cyber-guru', Tapscott's previous bestsellers Paradigm Shift and The Digital Economy focussed on re-inventing business for the new information economy. Although Growing Up Digital looks at children instead of large corporations, it reiterates his belief that we are in the midst of a revolutionary change in our social and economic systems. Young people will be the ones who inherit and shape these systems, and Tapscott argues that everyone, from parents and educators to business leaders, needs to understand this new generation.

There is a danger in technology writing; authors often get so carried away with the excitement they feel towards new technology and its possibilities that their books become little more than a compendium of gadgets and futuristic scenarios. Growing Up Digital is not immune from this tendency -- sometimes Tapscott writes breathlessly about such possibilities as intelligent search agents, virtual-reality shopping and computer-mediated education. Thankfully, however, these moments are tempered by a wealth of real-world case studies, anecdotes and interviews, and a very real sense of respect for his subjects as individuals.

Some of the best moments in Growing Up Digital come from these individuals. The book is liberally sprinkled with the opinions and recollections of the three hundred or so young people interviewed by Tapscott. People like 14 year-old Neasa Coll, who writes, "The Internet definitely gives kids a break from the cruelties of reality.People on the Internet judge you by your thoughts and opinions.The Internet shows a person's personality, and not the shell that we see in real life." Or Matt Kessler, also 14, who says "On the Net, I am one of the most outgoing people I know. Probably why I spend so much time there.I have a strong sense for writing, and also read every day. I'm thinking all the time "

They're an articulate bunch, these kids. And they reinforce his startling claim that exposure to digital media, especially the Internet, is creating a generation who actually think differently. He asserts that the culture of interaction that is emerging on the Internet enables kids to try out different versions of themselves, to get past the stereotypes that we invariably attach to people because of their age, race or gender. He calls them a generation of critical thinkers, a gregarious group who are also independent, tolerant, curious and self-reliant. He even posits that interactive technology has been responsible for a rise in IQ scores.

This brings us to another important point the book raises. For perhaps the first time, young people are authorities in an important cultural, technological and economic arena that their parents often do not understand. Their knowledge is valuable, and it changes the dynamics of adult-child relationships. This shift in power has been felt by any parent who finds themselves dependent on their twelve year old to help them reprogram the VCR or troubleshoot a software problem on the family PC.

Of course the enthusiasm and expertise kids have about these powerful tools causes worry: many parents feel threatened or uneasy about their loss of control. This unease is at the root of some of the current media panic about the Internet. But Tapscott also describes families (including his own) where this situation has been used to bridge the generation gap. Parents and children can interact as equals, and in the act of educating and explaining things to parents, children gain self-respect and confidence.

The book covers a great deal of ground, and for the most part it succeeds. Tapscott correctly compares the media panic about the Internet to earlier panics about television, movies and rock music. He does a good job in deflecting one of the strongest criticisms of computers and the Internet, that kids who spend too much time with them are robbed of experience in the `real world.' He lets the kids answer, and their answer is "nonsense." In fact, most of them feel the opposite is true: they are more social, and have a wider range of interests than their peers who are not on-line.

Tapscott also explores how the Net Generation's unique qualities will affect the world of work in the future, and details ways in which families can deal with fears about porn, pedophiles and pipe bombs without having to resort to heavy-handed methods such as censorship or computer bans. He also resists the tendency of many in the technology industry to see free markets as some sort of perfect egalitarian force, admitting that there is a potentially dangerous `digital divide' forming between rich and poor. His suggested solutions ask both governments and private industry to make stronger commitments to ensuring the people are not left behind in the rush to the digital future.

The most contentious and potentially controversial area of the book covers computers and education. There is a vigorous debate going on at the moment about this topic. Cultural and technology critics such as Neil Postman and Clifford Stoll have lashed out at computers, blaming them for stifling creativity and analysis, and accusing schools of being dazzled by their promise and blind to their shortcomings. Even Steven Jobs himself, co-founder of Apple Computers, perhaps the most school-oriented computer company, recently admitted that he didn't believe technology could solve the problems of education.

Tapscott responds to the studies and arguments of these critics with studies and arguments of his own. He accepts that simply throwing computers at schools is no solution to educational woes, but argues that the nature of computers and the Internet necessitate new methods of education, especially "project-centered" learning. In contradiction to the anti-computer crowd, he criticizes schools for not being open enough to technology. They are mired in the past, he says, and if they don't change, if they don't re-engineer themselves, they will find themselves out-competed by corporate education programs and private learning organizations.

Although I agree with much in the book, I must admit that this corporate, economic view of the education system leaves me a little cold. I'm almost afraid to ask if anyone still cares about the values of a classical, liberal arts education. But still, we are in an age when computers are becoming ubiquitous, and keeping them out of classrooms entirely just means that only the well-off students will be confident and knowledgeable about technology. I'm just afraid that Tapscott's sensible prints about the importance of changing curricula to best use technology will be ignored in the rush for quick fixes and the lure of the flickering screens that excite and attract students so.