Generation X is called all those people born between 70 and 85, people who are being actors in something that our parents could not dream of. We are the last generation that learned to play in the street and at school recesses to marbles, burned, hide and seek, to the plane… but we are also the first generation to play video games, we were the last to record songs from the radio on cassettes and watching Beta and VHS movies, but proud pioneers of walkman, chat and CDs.
We learned how to use computers before our parents and grandparents, and especially before all those “brain” children of today and we never saw those who did not know how to use computers as a kind of retard as they do today. We are the generation of Gi Joe, the Galactic Falcons, the Thundercats and the Teenage Mutant Ninja Turtles. We were also the latest generation of glass family Coca-Cola 1-liter bottles and the last to run errands in the checkered bag to earn us an extra lanita.
The last to throw the tortillas in the middle of the street and put them with all the remorse in the world on the table at lunchtime, today no child in their right mind would do it, they would think they have a thousand bacteria.
Looking back it is hard to believe that we are alive: we travel in cars without rear seat belts, without special seats and without air-bags, we made trips of 10 - 12 hrs., And we did not suffer from the economy class syndrome. We did not have doors with protections, cabinets, or medicine bottles with childproof lids.
We went to class loaded with books and notebooks, all stuffed in a backpack or bag that rarely had shoulder reinforcement, much less wheels! How many of us did not pick up our tools from the floor when our backpack broke.
We did not have 99 television channels, flat screens, surround sound, mp3, ipods, computers and internet, but we had a great time throwing balloons with water, or playing with the playmobils. And we never heard about global warming.
We were playing bottle or "truth or punishment", not in a chat Please !!! It was not necessary to have a photoblog, Hi5, Twitter or Facebook to know if we existed, it was enough to whistle the tune of the gang or shout like Tarzan so that the whole block came out of their houses.
Let's remember the good things in life. How easy it is to be happy, the greatness of the simple. We don't need all those labels, all those superficialities, things, cell phones, computers, clothes… let's remember how to be children, but above all, how to be FREE !!!
INTRODUCTION
Talking about culture implies talking about customs, traditions and values that distinguish a person or a group of them. This issue has always been controversial for society, because over time there have been different points of view, there are those who affirm that culture is a hereditary characteristic, while others argue that it is a fact that is learned through the internal and external environments that surround an individual.
With the Industrial Revolution, a new era began within society. The beginning of the era of computers emerged, which exponentially increased the development of new technologies that allow people to perform more complex tasks in less time, increasing their effectiveness and efficiency, which in turn allows things are made easier. However, the use and application of these technologies in organizations and in people's lives has its advantages and disadvantages.
Today, we are living in a time of great change: we use technological means such as twitter or Messenger to keep in touch with other people, we send emails to notify important notices, we communicate via cell phone from virtually anywhere in the world, we buy items by internet, among many other activities that we can carry out thanks to the advancement of technologies. All these changes are causing new concepts to emerge about what culture is, giving rise to digital culture, that is, we are adopting all those changes as a lifestyle, but it is important that we know how to use them with measure and control because we could lose our true culture, or is it perhaps the end of what we know as culture? And if that is the case,Are we prepared as a society to face this new challenge?
Before starting to delve into the subject, it is necessary that, in the first instance, we define what digital is, so that later we can cover in a broader panorama what digital culture is today.
WHAT IS DIGITAL?
The digital age has its origin in the field of electronics, this is because the electronic components that made televisions, radios and all those electronic devices work, were mainly built with analog components. As the need for man to create faster machines increased, integrated circuits emerged which work in binary code, that is, with "1" and "0". With the appearance of microprocessors or digital chips that also used the same binary codes, it was necessary to find a name that could be used to name and differentiate analog electronics from digital, based on a completely different operation.
Currently, all the technologies that we know as computers, cell phones, video game consoles, among others, have their working principle in digital electronics. Analog signals are used, to later digitize and manipulate them in various ways.
DIGITIZATION
To illustrate this process more clearly, the process of recording a song will be taken as an example since the artist is singing it in the music studio and it is subsequently recorded and digitized for future use in home or professional players.
Before proceeding to start the digitizing process, it is first necessary to capture all the audio signals by means of a microphone. This device will be in charge of converting the sounds they capture into analog electrical signals in the form of sine waves. The analog signals thus obtained are then subjected to the digitization process, beginning with the sampling of the analog signals, to continue quantifying them and, finally, encoding them in digital format.
To carry out this process, a device called ADC (Analog-to-Digital Converter) is used, which will be in charge of encoding and converting the analog signals into “discrete” digital numerical values that can be entered or recorded on a device mass storage.
WHAT IS CALLED DIGITAL CULTURE?
Regarding what is digital culture, you could say that digital culture is called the fast way in which people have adopted all these technologies as a lifestyle. Within organizations it is rare to see that state-of-the-art robots are not used in their production lines, or that in managers' offices there are no fast computers with multi-tasking processors supplied with software to communicate both internally and externally with their clients. suppliers and collaborators.
The use of technologies today is essential for the success of an organization. Since they depend on the use of it in order to be competitive in a world as globalized as the one we are living in today.
According to Mark Deuze (2006), he defines digital culture as a set of values, rules and practices shared by a group of people regarding the way in which people should interact within modern society.
Within the behavior of people in modern society, there are two components that make up digital culture, according to Deuze, they are the following:
- Participation. The level of participation refers to the degree of involvement that people have to interact with the media, the ease with which they can access technology. Remediation. People's ability to modify, manipulate and reinterpret reality so that they can generate new meanings different from traditional forms.
In recent years, the term digital culture has sounded more frequently. The advantages of instant communication, the speed of product diffusion, storage capacity and powerful search tools that electronic searches offer us are discussed.
Some specialists claim that the use of technology in our lives causes people to isolate themselves more from society, because instead of making a personal visit to a family member, they prefer to send an e-mail or simply make a video call to via skype. It is true that technology facilitates people's lives in an important way, however, the difference is to use it with controlled use so as not to fall into what said specialists say.
Technology has brought about profound changes in the socio-economic and cultural environment and has given rise to a new paradigm, digital culture, which is based on the idea of sharing, communicating and collaborating.
This is reflected in the book "32 trends of change (2010-2020)", written by experts Juan Freire and Antoni Gutiérrez-Rubí, who reflect on the changes that the Internet has introduced in all social spheres and raise possible future trends in personal relationships, political participation, business models and technology itself.
Not long ago, I watched a video from the Corning company entitled "A day made of glass" where it shows the life of a traditional family but with the use of the highest technology in your home, where you sleep, watch TV, to communicate or to read, it is a world so digitized that it seems to be a very simple and perfect world. And I think that in the not too distant future that will be happening in our society, but what is really important is knowing if we are prepared to face this change, where we will possibly see cars flying or things that are simply unimaginable to us.
That video summarizes what digital culture is for me, since it shows the essential use of technology in our lives, something that worries me to some extent, because as seen in that video, we will be so subject to programs sophisticated that our way of living changed radically and we will never be the same as a society.
DIGITAL READING
According to the article published by Isabel Galina "Reading in the digital age" today is a topic highly discussed for its advantages of dissemination, reproduction and search for information. However, correct attention has not been given to reading articles published by electronic means (computers, electronic tablets, to name the most common).
It is important to mention that for most readers it bothers them or makes it difficult for them to read through screens, because eyesight gets tired, even reading, it is not a habit that many people have. The problem is not electronic publication, but how to receive it, this is because as people we are used to reading printed documents.
"Electronic publishing is a revolutionary means, but we must revolutionize the way we write and read in order to take advantage of this new format offered by the computer"
As a society, we are in one of the most technology-influenced times. Electronic reading is being today, what was the Gutenberg printing press at the time that revolutionized the entire world. The publication of articles and electronic documents is a way that definitely affects our way of writing and reading, which will result in a revolution in the literary world.
The conceptual problem with electronic text is that it is not something we can see or touch. The printed publication only requires human eyes to be able to decipher the signs and reconstruct the words. The electronic publication is produced on one machine and requires another to 'read' the text and present it to the reader in an understandable way. Bolter comments The most unusual characteristic of these electronic structures is that they are not directly accessible, neither for the writer nor for the reader (…) If you place a magnetic or optical disc towards the light, you will not see any type of text. (….) In the electronic medium, several layers of sophisticated technology must intervene between the writer or reader and the encoded text. There are so many intermediate layers that it is difficult for the reader or writer to identify the text: is it on the screen,in RAM, or on disk? We have never been so physically removed from the text.
In recent years we have seen some proposals, particularly in the literary and artistic fields. However, there is still a long way to go for truly digital writing and reading to emerge. However, whatever this new form or forms of writing for electronic publishing, the important thing is that the words continue to communicate as they have for centuries, whether on papyrus, scroll, book or compact disc, the knowledge and experience of humans.
DIGITAL EDUCATION
A relevant characteristic within the digital culture is the way in which it impacts the educational system of each country, it is notable to note that students acquire skills much faster than their own teachers, so that could be a disadvantage for teachers, since in situations like these, teachers with basic knowledge of technology should be sought. On several occasions, teachers repeat the same school activity year after year while pupils take advantage of the program because they can access technology more easily and, above all, it is up-to-date and more reliable information.
There is currently a trend to create resources that give students the ease of accessing technology, where from the first day of class they can have the necessary elements to create a digital habit without going through other intermediaries. One of the problems of implementing these resources is that it is not known what the impact would really be on a group of students who use computers for all their classes, compared to the traditional way of teaching a group of students in a school. There are people who affirm that by adopting this new digital culture in schools, it is an unfortunate fact because as a society we are losing our original identity. At some point in human history into the future,Children will take an ultra-light computer to school to replace their traditional school supplies to learn how to write. But probably, many will have already learned that skill from their homes thanks to the fact that their other relatives will be in daily contact with computers and technologies.
An important factor to mention is the resistance to change, especially by adults, because we have ingrained certain customs and traditions that are stored in our identity, which prevents us from being flexible to changes at times, because We believe that we are doing something wrong, or there is simply the fear of making a mistake or breaking down the technology that is around us.
ORGANIZATIONS AND DIGITAL CULTURE
With the appearance of the Internet, a new form of business was born, the ease of accessing information and communications, translated into zero borders, has the ability to constantly attract new customers and suppliers that take advantage of this low-cost value, calling itself “Community of Electronic Business ”(community e-bussines).
Information technologies allow companies to obtain competitive advantages, since they allow the use of computer means to store, process and disseminate all kinds of information within the various departments of the organization, making messages reach collaborators more quickly..
ICT has revolutionized the way of administration within companies. In the beginning, computers were only designed and built to control or monitor the production process, in order to optimize and improve them, however, today there are countless software that help administrators to make decisions. The efficient use of these technologies will be seen in the competitive advantages that the organization obtains over other organizations.
Nowadays it is almost impossible to visualize a company that does not use technologies in its production systems, or in its communication systems with its collaborators, clients or suppliers. Among the main advantages of implementing the use of technologies in organizations, the following stand out:
- Interactive learning is promoted through computers and the various technologies that exist. Knowledge is disseminated more quickly and efficiently. SME companies can disseminate their products and services through the Internet, which means that thousands of users can at least, get to know them. Today, it is possible to make a video conference with people who are practically anywhere in the world, as long as they have internet access.
Due to the change in the form of administration within organizations, various specific software have been designed and developed for use in production processes or within managers' offices. There are very sophisticated programs such as DSS systems, CPMs, CRMs, dashboards, among many others that facilitate business administration, giving rise to more competitive companies.
ONLINE ADVERTISING
Applications such as mailing (sending mass mailings), podcasts (online commercials), social networks, advertising banners and search engine positioning such as Google, are elements of online advertising that promote brand or product positioning..
It is important to mention that internet advertising should not be taken lightly by its rapid means of dissemination, but rather contemplates a strategic plan. The correct presence of a company on the internet will depend on this. This will keep the user's attention. And since the power of this medium is worldwide, it will be essential to establish or identify the one you want to reach.
Advantages of online advertising
In addition to the benefits of advertising in general, the advantages of using the internet to achieve competitive advantages for a company, if an online campaign is implemented, the advantages are:
- High impact on consumers compared to traditional advertising. Low cost compared to other media. It is flexible, that is, it can be combined or alternated with other media.
To take advantage of one hundred percent, it is recommended that a company has its own page or website.
SOCIAL NETWORKS AND ADVERTISING IN COMPANIES
Currently the famous social networks are listened to wherever you want, and as they will not be famous, if in the case of Facebook, which is a whole social platform, it has more than 500 million users worldwide and has 12.5 million users in Mexico, whose segmentation is very advanced: due to its penetration in the market, continuous contact with potential clients, direct promotion and the possibility of opening a market in other parts of the world, given the regions, characteristics and preferences of the Facebook market, It is positioned as a great positioning channel at low cost.
There are other social networks such as Twitter or MySpace, among others, which are more specific networks and can, depending on the type of business, be used to promote a product or service.
These tools allow to generate shipments without printing or distribution costs, speed in sending and efficient reception of the message, high impact on the potential consumer, the ability to make direct contact with it and, last but not least, the technology to developers and advertisers arranged by this social network, allows to know the exact number of the market on these platforms, that is, 600 people in Puebla who have a fondness for reading, ranging between 15 and 22 years old, with ongoing studies in high school and high school, They also have internet access and these characteristics allow us to reduce efforts, increase the effectiveness of the campaign and measure or allocate the resources necessary for the campaign.
VIRTUAL EXHIBITIONS: BOOST OF SMEs
Normally, exhibitions, fairs and conventions are an excellent option for customers to come into direct contact with a company and, in turn, SMEs contact other important companies, however, this world is revolutionizing every day faster, until the point at which virtual exhibitions have been reached.
Currently, physical exposures have been losing strength. This is due, first of all, to the lack of time on the part of the managers or administrators of the companies to attend said exhibitions, the costs of travel between cities and states, lack of innovation, lack of audience and high costs with low return of investment.
More than 300 fairs are held in Mexico, and many are the companies that remain without participating due to the costs that such participation represents, both in logistics and in travel expenses, so they discard this type of event in their budgets. As a response to these problems, the Mexican company Centro Internacional de Exposiciones Virtuales, SA (CIEVSA), has developed a new virtual platform, with which companies can expand their options and show and disseminate their products and / or services to a more accessible cost, and without having to move from one city to another.
An important advantage within this platform is that it has the option that companies can upload digital files such as brochures instead of printing them and that often end up in trash cans. In addition, the benefits they can offer visitors as participants range from easy access, 24-hour availability for as long as each exhibition lasts, unlimited brochure visits, to a job offer.
CONCLUSIONS
Undoubtedly, the current era in which we live not only as a society but within the organizations where we work or study, is facing the greatest growth in technology never seen before in the history of humanity. This, for organizations is an open door to a competitive advantage, however it is necessary that users or administrators know how to use it correctly for the benefit of the company. As we will have seen, the advantages offered by the use of technology are much more than the disadvantages, it is only a matter of adaptation and proper implementation.
From my personal point of view, I think that as a society we are not yet prepared to face these abysmal technological changes, especially because we get carried away by what we believe is correct or we see that in other countries it is implemented and we do not see the consequences that we are causing our identity as people or as a society. I would like to highlight that resistance to digital change is observed more frequently in adults, because certain customs or traditions are still deeply rooted, which creates a barrier to be able to adapt to the technological changes we face.
Finally, technological changes are an inevitable fact, therefore, we must act as an open and flexible system, always seeking to obtain advantages that benefit not only our person but also the society where we live. Likewise, we must be smart enough. and prudent so as not to change our true values and personal identity, which is why it is necessary to practice and constantly seek to keep our values well rooted.
BIBLIOGRAPHY AND ELECTRONIC REFERENCES
- Eduardo Amezcua Carlos. "Marketing and sales". Pyme Magazine: Register Today. April 2011, Year XVII. No. 204. Rodríguez Trinidad Leticia. "Virtual exhibitions will boost the business of SMEs". Pyme Magazine: Register Today. April 2011, Year XVII. No. 204BOLTER, Jay David. Writing space: the computer, hypertext and the history of writing. Hillsdale, New Jersey: Lawrence Erlbaum Associates, 1991. 258 p.
- Galina Russell, Isabel. "Reading in the digital age". Bibl. Univ., Nueva Época, January - June 2002, Vol. 5 No.1
- A University that Reveres Tradition Experiments with e-books, 2001, (author's translation).
- The Sentinel, the newspaper that is not for sale. Generation X. Technology Section, Friday, October 30, 2009
- http://www.wikilearning.com/monografia/el_marketing_y_los_negocios_electronicos/14380-5
- http://www.eluniversal.com.mx/articulos/59648.html
Recovered from
A University that Reveres Tradition Experiments with e-books, 2001, (author's translation).
Galina Russell, Isabel. "Reading in the digital age". Bibl. Univ., Nueva Época, January - June 2002, Vol. 5 No.1
BOLTER, Jay David. Writing space: the computer, hypertext and the history of writing. Hillsdale, New Jersey: Lawrence Erlbaum Associates, 1991. 258 p.
This is a data obtained from an article in the newspaper el universal through its website
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