Conventional wisdom suggests that Generation Y, also known as Millenials also known as Generation Einstein following the book of Boschma and Groen, are among other things Media Smart. So let’s see what it is all about, the myth of “Generation Einstein”.
“Since they were babies, they have been confronted with the media – they understand advertising and have become the ultimate experts. They only need to see the advertisement to know what the marketing strategy of the company is”.
I do not know where such ideas are founded on but my impression is that they are based more on fiction than on facts. For sure the millennials have grown in a media-dominated society but they media smartness is limited since they are heavily exposed to one medium only, namely the Internet: they watch much less TV, read almost nothing on paper (except maybe their school textbooks) including newspapers and they listen much less to the radio than their parents.