Week: 8/9 Question 4&5 combined

Prensky, M (2006) “Listen to the Natives”, Educational Leadership, Volume 63(4) pp.8-13, http://centre4.core-ed.net/viewfile.php/users/38/1965011121/ICT_PD_Online/ListentotheNatives.pdf [accessed 13/03/09]

This article is again another example of the main theorist Marc Prensky. He continues to develop his idea of generations having different interpretations and levels of understand towards digital technology and learning. He refers back to his idea of the ‘digital native’ and the ‘digital immigrant’. The article is particularly aimed at the idea of educating digital natives as effectively as possible. He goes on to discuss how changes in the education system are needed to enable digital natives to remain interested in learning and continue to benefit from education.
It once again discusses the idea of a generation barrier between natives and immigrants and backs us Prensky’s notion that digital immigrants must be able to cope with the pace that both digital natives and digital technology are evolving at. There are few comments about ‘digital technology’ or digital learning being seen as a bad thing. Prensky obviously stands by the idea of digital learning being the best way to develop in an ever changing society, which as time goes on will become more and more dependent on digitalisation.



Moore, A (2005)"Digital Immigrant Or Digital Native?" NMK, Knowledge for the Media Economy, Issue , [accessed 13/03/09]

This article looks at the ideas as to how brands engage with their audience through digital media. It looks at ideas based around, accessibility, design and digital innovation and the ideas of 'socialmedia'. Various theorists are highlighted through the discussion in the article. The author goes on to disciss the way in which young people are accessing the news. Many of them are no longer relying on the morning newspaper but instead accessing the news ‘on demand’ through the internet and their mobile phones etc. The Author then goes on to discuss a ‘paradigmatic shift’ from how young people used to act in society (from before digitalisation occurred) to now in the 21st century. Moore (2005) (the author) states that “Technology enables us to go to market, and totally rethink how we might engage our audiences”. He also goes on to define a list known as the ‘four C’s’ thus being Commerce, Culture, Community and Connectivity. He suggests that these four ideas are vital to engaging an audience to be enticed to a product. He also suggests that there must be an element of good content, and high interest for this idea to work.