The times, they are a'changin: how Generation Y and Web 2.0 will precipitate a cultural change in the workplace

Peach, Jonathan (2010) The times, they are a'changin: how Generation Y and Web 2.0 will precipitate a cultural change in the workplace. BSc dissertation, University of Portsmouth.

[img] PDF
Restricted to Registered users only

Download (22MB)


    A life stage is the 20-year period that defines one’s cultural norms. Generation Y were born between 1980 and 2000, the avenue to the 21st Century. Having grown up through the inception of the digital age, Generation Y in developed countries have become native to technology that prior generations have had to adapt to. Together with the maturing years of Generation Y and the development of the Internet, a new era of the Web has facilitated a change in what it means to be connected, transparent and heterarchical. Web 2.0 can be recognised not as a technology, but as an attitude – through tools such as social networking sites (SNS), wikis and blogs. It has been widely argued as inciting activism, democratisation and collaboration; elements that align with the cultural norms of Generation Y. Statistics show that a workforce shift is occurring. By 2018, Generation Y could potentially make up 17 million employees in the workplace, 6 million more than their prior cohorts (Office for National Statistics, 2008). Older generations are beginning to career peak and Generation Y will continue to enter the workplace and grow in numbers. This transition is bridging the traditional world of work to a new world of work that encompasses the attitudinal concepts of Web 2.0 and its future leaders. Will the cultural norms of Generation Y precipitate opportunities or implications in the workplace? Can Web 2.0 as a multi-directional tool be used to bridge generations divided by different experiences and tacit knowledge? This project aims to answer such questions through a triangulation method of data collection (secondary, primary and interview research). The research has found that Generation Y exhibit different desires and work practices to previous cohorts and that a fading divide between enterprise and consumer technologies is occurring, suggesting that changes are ensuing in the workplace. To this end, the findings from this project support the increasing understanding that technological and cultural changes are non-mutually exclusive.

    Item Type: Dissertation
    Departments/Research Groups: Portsmouth Business School > Operations and Systems Management
    Depositing User: Jane Polwin
    Date Deposited: 20 Jan 2011 12:48
    Last Modified: 28 Jan 2015 11:15

    Actions (login required)

    View Item

    Document Downloads

    More statistics for this item...