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Gen y novembre 2012

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Cours préparé pour l'Executive MBA organisé par IACE et ICHEC (novembre 2012)

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Gen y novembre 2012

  1. 1. Génération YMythe ou réalité ? Jacques Folon
  2. 2. Cette présentation est surwww.slideshare.net/folonelle est à votre disposition
  3. 3. Une génération• « une variété d’hommes et de femmes au sens strict donné par les naturalistes. Ses membres entrent dans le monde revêtus de certaines caractéristiques typiques, qui montrent une physiognomie commune, les distinguant des autres générations (Gasset, 1961 : 14). »• Vocable repris de l’ouvrage de JC Lavater :”La physiognomie ou Lart de connaitre les hommes daprès les traits de leur physionomie, leurs rapports avec les divers animaux, leurs penchants, etc” publié en 1841
  4. 4. La succession des générations• Les générations successives ont chacune leurs caractéristiques et « leur succession ne se fait pas comme la succession des lettres de l’alphabet, mais plutôt comme la balle d’un flipper réagissant (parfois de façon imprévisible) aux coups et chocs de notre société et de notre culture (Huntley, 2006 : 12) »
  5. 5. 2. Méthodologie: 2. Méthodologie: méta-analyse méta-analyseRecherche action/observation participanteRecherche action/observation participante
  6. 6. Internet youTube Google Daily Show eBay SpaceShipOne iTunes CD’s Columbia Accident The 2000 Election Crisis Southpark Columbine StarbucksLe contexte de la génération Y (et des autres) 9-11 mac vs. pc Terrorism abu ghraib Gaming Simpsons Reality TV Technology Blogging Challenger Accident The Iraq War Online Shopping Franchises Napster Cable Oprah MTV Amazon.com Celebrity Scandals Global Warming
  7. 7. Le début de l’identité digitale
  8. 8. Ca continue… Et ca continueSource C. Batier : http://fr.slideshare.net/batier/reseaux-sociaux-avalenciennea/download
  9. 9. Ca continue…Et ca continue
  10. 10. Et ca n’arrêtera plus…
  11. 11. Vos clients et leurs amis sont sur facebook et ils ne savent plus s’en passer...13
  12. 12. Les supposées caractéristiques de la génération Y• Peut-on croire ces caractéristiques?• « Un tel manque de rigueur scientifique… Pichault & Pleyers 2010»• « La recherche empirique est nettement insuffisante… »Reddick & Coggburn (2008)• « La masse croissante d’informations de type anecdotique concernant les disparités générationnelles plaide pour davantage d’investigation et de validation empirique »Kim & al. (2009)
  13. 13. Les jeunes sont multitâcheshttp://lolwithgod.com/2011/07/14/
  14. 14. «Notre jeunesse semoque de l’autorité etn’a aucun respect pourles anciens. Nos enfantsd’aujourd’hui ne selèvent pas quand unvieillard entre dans unepièce. Ils répondent àleurs parents. Ce sont Socratedes tyrans» 16
  15. 15. Writing in the British Journal of Education Technology in 2008,a group of academics led by Sue Bennett of the University of Wollongong set out to debunk the whole idea of digital natives, arguing that there may be “as much variation within the digital native generation as between the generations”.
  16. 16. • Michael Wesch, who pioneered the use of new media in his cultural anthropology classes at Kansas State University, is also sceptical, saying that many of his incoming students have only a superficial familiarity with the digital tools that they use regularly, especially when it comes to the tools’ social and political potential.• Only a small fraction of students may count as true digital natives, in other words. The rest are no better or worse at using technology than the rest of the population.
  17. 17. Ils sont un peu différent quand même comme il y toujours eu des différences entre les jeunes et les vieux 19 http://www.flickr.com/photos/yourdon/4695962052/
  18. 18. 3. Hypothèse: la génération Y ne serait-elle pas une façon de cacher la résistance au changement ?
  19. 19. Babyboomer’s childrens Comment les Echo-boomers E-Generation désigner ? Digital Natives Facebook Generation Gen Y Génération 2001 Génération accélération Génération des transparents Génération entropique Génération Internet Génération Moi Génération texto/SMS Génération WWW Generation Y not? Génération Zapping Great Generation Homo Zappiens i-Generation Millenials Net Generation Nexters Nintendo Generation Nouveaux androïdeshttp://www.digitaltrends.com/social-media/facebook-privacy-issues-this-week-roundup/ Sunshine Generation
  20. 20. Quand faut-il être né pour en faire partie?La période pour définir cette génération Y est très variable,elle comprend (selon les auteurs) les personnes nées:•Entre 1974 et 1994•De 1978 à 1998 (pour ceux qui les caractérisent d’Echo-boomer)•De 1978 à 1988•Ou de 1978 à 1995•Ceux qui sont nés après 1980•Entre 1980 et 2000•Ou après 1982•ou plus précisément de 1982 à 2003•Entre 1990 et 2000•...BARRER LA MENTION INUTILE ! http://funnyscrapcodes.blogspot.com/2009/10/embed-code-funny-stuff-funny-scraps.html
  21. 21. Un concept défini de façon aussi variable et contradictoire existe-t-il?http://www.madmoizelle.com/generation-y-temoignage-43730
  22. 22. Ils ne sont pas si fort que ça!
  23. 23. 4. Apports managériauxLors d’un changement technologique, c’est l’ensemble des membres de l’organisation maiségalement les artefacts technologiques qui structurent le changement. (Licoppe, C. 2010)
  24. 24. 5. CONCLUSION• Selon notre hypothèse le caractère complexe du concept est également lié à un phénomène de rejet tant des technologies nouvelles que de la nécessaire remise en question indispensable pour les utiliser.• Pour éviter d’avouer cette résistance au changement, la faute en est mise sur les épaules de cette génération Y, bouc émissaire idéal qui semble utiliser si naturellement ces technologies.• Les capacités d’utilisation des nouvelles technologies n’est pas limitée à la génération Y, mais au contraire répartie parmi les différentes générations.
  25. 25. La génération Y est-elle vraiment un public différent?
  26. 26. 33
  27. 27. www.aliaz.com/jacques-folonjacques.folon@edge-consulting.biz

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