ScienceDirect - Public Relations Review : Media preferences of digital natives' interna... - 8 views
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Over the past few years young workers born approximately after 1980 have begun entering the workplace and will be growing continuously as an employee segment.
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nicole heyd on 16 Dec 11FLUO
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This paper focuses on this new generation by assessing their capabilities and expectations as well as their attitude towards both existing internal media channels and new communication media. The main research in this study centred on one key question: what media preferences do digitalnatives have regarding internal communication channels?
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Blossom (2009) defined social media as: “…any highly scalable and accessible communication technology or technique that enables an individual to influence groups of other individuals easily” (p. 29). Applications emerging from this new technology offer a wide range of opportunities for reaching two of the main goals of internal communication: communication to inform and communication aimed at creating a community (Elving, 2005). Companies should not ignore the specific needs and expectations of digital natives. It is important to think about ways of adapting internal communication and its channels to the digital age, since this group of employees is the future innovative potential of any company.
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Each of the tested variables was represented by a multi-item scale consisting of four to six closed-ended questions asking respondents about personal and professional attitudes and behaviour concerning digital media usage as well as some general attitudes. Respondents were also asked to indicate all social media they have used, both privately and for business purposes, in the past month. The third part presented eight actual communication situations occurring in the company. Respondents were asked to rank the social and traditional media identified previously. Social media analyzed in the study included blogs, microblogging, wikis, social networking, podcasting, video and photo sharing and instant messenger as well as discussion forums. On the other side, traditional internal communication media included employee magazines, intranet news, corporate television, e-mail and the “board-of-directors’ newsletter” as well as face-to-face communication and employee meetings. Finally, demographic questions including age, gender, nationality and line of business ended the questionnaire.
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ires were usable and were analyzed. Just over two-thirds of the respondents were male (68 percent) and one-third were female (32 percent). The respondents were on average 27 years old, meaning that they belong to the older part of digital natives. Almost 90 percent of respondents spend more than half of their time in their offices and only 11 percent work mainly outside the office. Therefore, most of the respondents can be reached regularly by internal communication me
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AbstractContemporary generations of employees are living in a completely different environment than previous generations, shaped by easier information gathering and access to knowledge. For employers, it raises an important question: what media preferences do digital natives have regarding internal communication channels? This study revealed that employees still favor traditional internal channels, in spite of a strong preference for social media in their private lives.