Kevin M. Brett, J 641
Diffusion of Innovation Theory:
Attitude Analysis of Baby Boomer
Communicators Toward Social Media
K...
Kevin M. Brett, J 641
My Generation
“People try to put us d-down
“(Talkin' 'bout my generation)
“Just because we get aroun...
Kevin M. Brett, J 641
Magic Bus
• Sex, Drugs, Rock and Roll
• Satisfaction, Purple Haze, Lucy in the Sky
• JFK, RFK, MLK, ...
Kevin M. Brett, J 641
See Me, Feel Me, Touch Me
• Graduate Teaching Fellow, University of Oregon
School of Journalism and ...
Kevin M. Brett, J 641
Who Are You?
• Baby Boomers (1946-1964)
• 1959: Integrated Circuit Invented
• 1964: First Baby Boome...
Kevin M. Brett, J 641
Won’t Get Fooled Again?
Kevin M. Brett, J 641
Pinball Wizards?
• Pew Research (2010) Social Network Site Use
• Millennials (18-33), 67% 2008; 83% ...
Kevin M. Brett, J 641
This Song Is Over?
• Pew Research (2010) Changes in
Blogging?
• Millennials (18-33), 20% 2008; 18% 2...
Kevin M. Brett, J 641
I Can See For Miles?
• “ICT (Information and Communications
Technology) Poverty – “Digital Divide”
•...
Kevin M. Brett, J 641
Behind Blue Eyes
• Constructivist Approach
• Analyze and Provide Explanations for Degrees of Baby Bo...
Kevin M. Brett, J 641
Meet the New Boss
…Same As The Old Boss?
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Technology and Baby Boomers.ppt

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Are Baby Boomers late adopters or worse yet, laggards, when it comes to technology? That may be the perception, but is that the reality? It seems that Baby Boomers have a PR problem as it applies to competing with younger generations in the coming years.

Published in: Technology, Business
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Technology and Baby Boomers.ppt

  1. 1. Kevin M. Brett, J 641 Diffusion of Innovation Theory: Attitude Analysis of Baby Boomer Communicators Toward Social Media Kevin M. Brett March 2011 University of Oregon
  2. 2. Kevin M. Brett, J 641 My Generation “People try to put us d-down “(Talkin' 'bout my generation) “Just because we get around “(Talkin' 'bout my generation) “Things they do look awful c-c-cold “(Talkin' 'bout my generation) “I hope I die before I get old…” Pete Townshend, 1965
  3. 3. Kevin M. Brett, J 641 Magic Bus • Sex, Drugs, Rock and Roll • Satisfaction, Purple Haze, Lucy in the Sky • JFK, RFK, MLK, Civil Rights, Women’s Rights • Vietnam, Cambodia, Woodstock • “One Small Step…” • Burned Down Administration Buildings • Burned Draft Cards • Burned Bras • Burned Flags • Burned…Well You Know…
  4. 4. Kevin M. Brett, J 641 See Me, Feel Me, Touch Me • Graduate Teaching Fellow, University of Oregon School of Journalism and Communication • Nearly Three Decades in Public Relations • Govn., Corp., Non-Profit, Agency PR • Author of Almost DailyBrett Strat Comm Blog • Facebook Twitter, LinkedIn etc. • Baby Boomer, Born in 1955
  5. 5. Kevin M. Brett, J 641 Who Are You? • Baby Boomers (1946-1964) • 1959: Integrated Circuit Invented • 1964: First Baby Boomers Enter Workforce • 1981: PC Pioneered by IBM • 1982: Last Baby Boomers Enter Workforce • 1986: Microsoft Founded • 1990: World Wide Web (Web 1.0) • 1997: First Blogs (Web 2.0) • 2011: First Baby Boomers Reach Retirement Age
  6. 6. Kevin M. Brett, J 641 Won’t Get Fooled Again?
  7. 7. Kevin M. Brett, J 641 Pinball Wizards? • Pew Research (2010) Social Network Site Use • Millennials (18-33), 67% 2008; 83% 2010 • Gen X (34-45), 36% 2008; 62% 2010 • Younger Boomers, (46-55), 20% 2008, 50% 2010 • Older Boomers, (56-64), 9% 2008, 43% 2010
  8. 8. Kevin M. Brett, J 641 This Song Is Over? • Pew Research (2010) Changes in Blogging? • Millennials (18-33), 20% 2008; 18% 2010 • Gen X (34-45), 10% 2008; 16% 2010 • Younger Boomers, (46-55), 6% 2008, 11% 2010 • Older Boomers, (56-64), 7% 2008, 11% 2010
  9. 9. Kevin M. Brett, J 641 I Can See For Miles? • “ICT (Information and Communications Technology) Poverty – “Digital Divide” • Motivational Difference Between Younger and Older Workers (Tobola, 2010) • Technology Acceptance Model (TAM) • Task-Technology Fit (TTF) – Perceived Usefulness – Ease of Use – Management Motivation (Kuo & Lee, 2010)
  10. 10. Kevin M. Brett, J 641 Behind Blue Eyes • Constructivist Approach • Analyze and Provide Explanations for Degrees of Baby Boomer PR Practitioner Social Media Acceptance • IRB Approval Sought and Obtained • Interview Guide Developed • Extensive Note Taking, Memoing, Journaling • 24 Intensive Interviews in PDX and DC Markets • IABC and PRSA Assistance Sought • Silicon Valley, Austin, TX, Route 128 Avoided • Initial, Axial and Theoretical Coding • Workable Conclusions / Can Be Used for Upcoming Gen X Issues
  11. 11. Kevin M. Brett, J 641 Meet the New Boss …Same As The Old Boss?
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