‘Family version 2.0’ is utlising omnipresent media and technology to enable the management of busy households, and to negotiate and mediate between traditional and modern family values.
Research commissioned by Yahoo and OMD in 2006: It’s a Family Affair: the Media Evolution of Global Families in a Digital Age investigated how family life is enhanced by today’s technology. The research project combined results from polling more than 4,500 online families in 16 countries with in-home interviews and scrapbooks tracking media and technology usage by families in seven countries. Consistent global themes include a revival in traditional values, and an acknowledgment that the “always on” nature of technology emphasises the need to also focus on low-tech activities such as playing board games and dining together. Does this mean that families might be doing more activities together, albeit at times separately? Even traditional board games are available as ‘apps’ on the iPad or smart phones – you don’t need to be in the same room to make your moves on the board. In fact, I noticed a young man (late teens/early twenties) with his girlfriend, while waiting for a take away meal (to have dinner with my family) take out his Iphone from his back pocket intermittently during the 20 minute wait. I was sitting beside him and saw that he was making a move on a Backgammon board via his screen – clearly playing a game with someone else. It has been some years since I last played Backgammon – and was delighted at the idea that it is still being played electronically (though I can’t imagine rolling the dice via a phone is nearly as exciting as the real thing – but I’m old fashioned that way)!
Technology enhances communication
The Yahoo study found that parents and children, far from being divided by technological advances, were actually taking control of that technology and simultaneously integrating it, using it to increase control of their own lives. Seventy percent of respondents said that technology allowed them to stay in better touch with family. Mobile phones are a means of communication for 29 percent of families, and instant messaging for 25 percent.
And in my own research this finding is being echoed – that mobile devices aid communication in the family context. These devices are also increasing the amount of activities that we are doing at any one time.
The 43 hour day
By combining previously individual pursuits such as watching the TV, surfing the internet, using email and listening to MP3s all in the same room at the same time, the survey claims that families are reporting up to 43 hours of daily activities in each 24 hour period. Multi-tasking extends our daily activities – we pack a lot more into our time (whether this is quality time spent will be discussed in a future blog).
The Yahoo/OMD study was conducted 5 years ago, and a lot can happen in that time. The picture of Family 2.0 is a paradoxical portrait – where it seems families are more connected due to technology, but spending time apart doing things together. I will provide greater detail to that picture in future blogs.