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of the more intriguing new digital<br />
publications is Tina Brown’s The Daily<br />
Beast. Gloriously named after Evelyn<br />
Waugh’s fictional British tabloid in<br />
“Scoop,” Brown’s “Beast” is an excellent<br />
example of journalism in the<br />
age of Web 2.0. It provides original<br />
interviews and reporting, staff blogs<br />
for context and analysis, and it focuses<br />
a lot of attention on filtering through<br />
important voices in the blogosphere<br />
and highlighting good blogs to help<br />
readers make sense of a vast array<br />
of data.<br />
Is the U.S. newspaper industry<br />
going to die? No, but it clearly is<br />
undergoing massive, wrenching<br />
change. Former <strong>Nieman</strong> <strong>Foundation</strong><br />
Curator Bill Kovach often says that<br />
each generation creates its own new<br />
culture of journalism. We are clearly<br />
in full creation mode right now. I can’t<br />
Digital Road<br />
predict how that will play out, but I<br />
am enthusiastic and optimistic about<br />
the changes ahead for journalism and<br />
for the ability of citizens to get the<br />
information they need to participate<br />
in a democracy. �<br />
Katie King, a 1994 <strong>Nieman</strong> Fellow, is<br />
creative and development editor for<br />
MSN in the United Kingdom.<br />
Digital Natives: Following Their Lead on a Path to a<br />
New Journalism<br />
By understanding how young people ‘process various types of news and formats’<br />
using new media, journalists enhance their ability to adapt their work to<br />
emerging technologies.<br />
BY RONALD A. YAROS<br />
In his book, “Born Digital: Understanding<br />
the First Generation of<br />
Digital Natives,” John Palfrey, who<br />
codirects <strong>Harvard</strong>’s Berkman Center<br />
for Internet & Society, observes how<br />
“grazing digital natives” read a headline<br />
or at most a paragraph with little<br />
or no context. Only those who take a<br />
“deep dive” into the content will end<br />
up making sense of the news. 1<br />
Based on the rapidity of digital<br />
change we’ve experienced during<br />
the past decade, the news audience<br />
of 2019—and the technology they<br />
use—will be very different. What we<br />
can depend on, however, is that those<br />
raised with digital technology will represent<br />
the majority in that audience.<br />
So if Palfrey’s observations accurately<br />
describe the audience of the future,<br />
this “expedition” that all of us are<br />
taking will benefit from understanding<br />
how digital natives now use media for<br />
entertainment, information, education<br />
and social networking.<br />
Admittedly, the map to guide us is<br />
1 http://blogs.law.harvard.edu/palfrey/?s=Grazing+digital+natives<br />
crude. But it is reasonable to believe<br />
that the digital natives are leading<br />
the way—and are way ahead of news<br />
organizations. This belief is based on<br />
three predictable phases when new<br />
technology is adopted:<br />
1. Awareness and exploration of the<br />
new technological tools<br />
2. Learning how to use the new tools<br />
3. Applying these new tools to daily<br />
life.<br />
Digital natives who download iTunes<br />
on iPhones and blog about YouTube<br />
on MySpace are in the third phase. At<br />
the same time, if conferences such as<br />
the Online News Association held in<br />
September are accurate indicators, the<br />
industry is perhaps at the threshold<br />
of phase two. More print reporters<br />
are learning video, TV reporters are<br />
starting to blog, and professors are<br />
teaching new skills to communicate<br />
with an audience that values shorter,<br />
fact-driven multimedia.<br />
All of these efforts address the<br />
formidable challenge for journalists<br />
to provide future news users with information<br />
relevant to them. In short,<br />
an industry in phase two still delivers<br />
most of its content on pages of text<br />
with links. Meanwhile, digital natives<br />
know what they want, how to find it<br />
(or even produce it), and whether it’s<br />
worth their time.<br />
Consider a future news model—one<br />
that integrates research by educators<br />
and psychologists with what we know<br />
about journalism to propose four<br />
concepts of value to digital natives.<br />
Online, we can already find plenty of<br />
examples of such concepts, but it is<br />
from this combination that research<br />
suggests the most effective way to<br />
attract and retain the news audience<br />
of the future. The problem, as confirmed<br />
by a recent study from The<br />
Associated Press, is that readers are<br />
“overloaded with facts and updates”<br />
and “having trouble moving deeply<br />
into the background and resolution<br />
<strong>Nieman</strong> Reports | Winter 2008 13