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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

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