Influence of Digital Age

Those in their 30s and 40s who were born in the analog age and had to learn the new idea called 'digital' for their survival and those grown up in the age where digital culture has been wide spread and word digital is not just a lesson, but part of everyday life in their 10s and 20s make up distinct age groups, according to a survey by Cheil Communications and announced recently by its president Bae Dong-man.
With digital culture becoming wide spread, society has entered a new age different from past ages and new heroes to lead the age have emerged, the survey showed, according to President Bae. He announced the survey results under the report titled, ' The age created by digital culture, different from past ages and the age's new heroes 'Post Digital Generation'(PDG) at the Korea Productivity Center(Chairman Kim Jae-hyun).
The survey was made after conducting personal interviews with 800 people between the ages of 13 and 49 and put together the best marketing strategies for each age bracket.
To describe briefly the post digital culture, it is 'the reconstruction of analogue value' But it is different from the retro style sweeping society because it is not just nostalgia for old things or experience, the survey found out.
The word that emerges when discussing the difference between analog and digital cultures is the expansion of egotistic individualism. The development of technology has reduced the need for commonality, meaning individuals have become more isolated from others with the disappearance of human sensibility.
In reality, digital technology represented by word 'network' to a degree solved some of the problems of the perpendicular society and increased the ability of individuals making them independent from the common body, turning out many individuals that don? need the common body, and egotistic and splintered individuals.
Digital age saw the rapid development of technology like it was never seen before. Technology development has become goodness itself with technology taking precedence over every thing else.
Although the post digital society shares social value with analog society, individual human nature and value pursuits, which were expressed in a limited way in the past would be expanded in digital culture and its equipment, and pursued in a more effective manner. Therefore, individuals in the post digital age have more possibilities than their counterparts in the analog age.
Post digital society generation is a generation that can best pursue human-centered value most effectively. For them digital media and culture are like their bodies comfortable and familiar. With such a confidence as a base, they express themselves in a different way from the established generation, who are used to analog culture and pursue value.
This survey employed two standards to define major players in the post digital society.
It separated digital-type consumers and non-digital-type consumers and digital-type consumers were characterized by a tendency to pursue diversified value, compared with non-digital-type consumers.
PDG was found to include those in the age of 13 to 24 students of middle, high schools and colleges. They are neither afraid of find it difficult to use digital equipment. They employed digital culture, represented by digital equipment and media to express sentiments and desires. They can find human and analog sensibility from digital culture which is being thought of as frigid and mechanical by the established generation and express human and analog sentiments.
Six core codes for PDG are H.E.A.R.T.S
1. H stands for human relationship; 2.E stands for expressionism; 3. A stands for Anti-literality; 4.R stands for Relaxed Mindset; 5. T stands for Trend-Independence; and S stands for Speed. PDG feel digital equipment is less humanistic and devoid of sentiments than analog equipment, but they use digital equipment to strengthen human relations surrounding them and sentimental equipment. They want to own digital cameras, note books, MP3 players and digital camcorders, in that order.
These results should that in the digital age those who are comfortable with the offerings have a better time adapting to the changes. Those who do not adapt fall father behind each day because of the rapid pace of changes in the digital fields. nw

President Bae Dong-man of Cheil Communications.