Sources:.

  • https://www.ofcom.org.uk/__data/assets/pdf_file/0011/113222/Adults-Media-Use-and-Attitudes-Report-2018.pdf
  • https://www2.deloitte.com/uk/en/pages/finance/articles/technology-and-people.html
  • https://www.ofcom.org.uk/__data/assets/pdf_file/0024/26826/cmr_uk_2016.pdf
  • BBC Newsnight (https://www.youtube.com/watch?v=WoIufBVLDvM)

 

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“People need the skills to question and make judgements about their online environment. These skills are important as they enable them to keep themselves and others safe, to understand when they are being advertised to and how their data is being used, and to know when something could be biased or misleading. Our research shows that many people struggle with at least some of these elements.

 

“Although the internet seems ubiquitous, the online experience is not the same for everyone. Our research reveals significant differences, by age and by socioeconomic group, in the numbers who are online at all, and in the extent to which those who are online have the critical skills to understand and safely navigate their online world.”

Ofcom, https://www.ofcom.org.uk/__data/assets/pdf_file/0011/113222/Adults-Media-Use-and-Attitudes-Report-2018.pdf

“I think this is a great idea. The internet plays such a huge role in our lives today and will end up being taught in schools, so the sooner it’s taught formally the better.”

Paul Armstrong,

who runs his own private emerging technology advisory, HERE/FORTH. He’s an experienced social media and technologies strategist and started his career with Myspace, Sony and Activision in the United States before returning to the UK to join Global media agency Mindshare to head up their social technologies team. He’s an in-demand speaker on emerging technologies, social technologies and strategy and regularly advises brands like Coca-Cola, Experian, Sony Music, P&G, PwC and several technology start-ups. He writes a column for Forbes and also advises the UK Government on digital strategy. His book, Disruptive Technologies: Understand, Evaluate, Respond, was published in May 2017.

“Understanding the role the internet plays in both business and wider society is absolutely essential for children, so I fully support Paul’s campaign for Internet Studies to be compulsory in UK schools. Without it, children will be left behind, with it, they can thrive in our digitally focused world.”

Tom Shurville,

managing director of Distinctly, the award–winning search marketing agency. Tom founded his company in 2009 with a passion for helping businesses grow through SEO, PPC and related services.

Also backed by:

Dr. Alicia Blum-Ross
a Research Officer in the LSE’s Department of Media and Communications on the Preparing for a Digital Future research project

Professor Sonia Livingstone OBE
Professor of Social Psychology in the Department of Media and Communications at LSE

Emma Loveland
Principal at the Watford UTC (University Technical College)

Internet education / inted

While schools teach online safety, which is obviously a very good thing, they don’t currently teach children about what the internet actually is and offers, such as…

• New and emerging employment opportunities

• The best publishing platform ever invented

• Perfect to pursue and profit from your passion regardless of your age, background and budget

 

Plus, consider these stats:

• By 2030 e-commerce will account for around 40 per cent of all UK retail sales (source: smallbusiness.co.uk)

• 70% of adults in England use social media (source: gov.uk)

• Half of young Brits aged between 25-35 are planning to transform their hobby and passion into an online business (source: taxassist.co.uk)

•Technology has created more jobs than it has destroyed in the last 144 years (source: Deloitte)

•“Over the last fifteen years, the UK has benefited from a technology-driven shift from low skill, routine jobs to higher skill, non-routine occupations. 800,000 jobs have been lost but nearly 3.5 million new ones have been created. On average, each job created is paid approximately £10,000 per annum more than the lower-skilled, routine jobs they replace, resulting in a £140 billion net boost to the economy. Every region has benefited from employment growth in higher-skilled occupations. Almost three quarters of UK businesses surveyed say that they will, net, employ more people in future and most think that technology will have a significant or very significant impact on their businesses. In the future businesses will need more skills, including: digital know-how, management capability, creativity, entrepreneurship and complex problem-solving. The UK’s continued success will rest on the ability of businesses and organisations, educators and government to anticipate correctly future skills requirements and provide the right training and education.” (source: Deloitte)

i

Overview

  • We’re at the beginning of the beginning and we already need to understand and deal with so much
  • The new economy versus the old economy / the growing importance of trust and attention
  • Comparing the internet of 1996 with today’s
  • Teach children to get comfortable with change – it’s automatic (unlike progress). Governments change, bosses switch companies, friends may move away, relationships evolve and jobs become redundant

Creativity

  • The importance of creativity today (faced with AI, ML and other emerging technology, it’s our best differentiator)
  • Why schools slowly and quietly discourage creativity (I agree with Sir Ken Robinson, whose Ted talk, Do schools kill creativity?, has been viewed more than 50 million times and is available below)
  • How to foster, build and record creativity (eg using Evernote or Google Keep)
  • How to make a living using creativity
  • The rights and wrongs of using other people’s content
/

Opportunities

  • The long tail
  • ‘Push’ media vs ‘pull’ media
  • Blogging, vlogging, creating and selling digital products
  • Finding jobs that you won’t see anywhere else
  • The benefits for, and of, remote working: children can tread their own path doing virtually anything they want but they must do two things: choose something and commit to working hard at it
  • “The internet means there’s never been a better time to do your own PR.”

Worldviews / agendas

  • Definition
  • Examples
  • How to work out yours and everyone else’s, and why it matters
  • Comparing those, for example, of Wikipedia, ISPs, governments, social networks, bloggers, not-for-profits and large businesses
  • How agendas can influence UX (user experience) / navigation (eg funnels/what do they want visitors to that page to do?)

Social media

  • The good it can do
  • The harm it can do/the stress it causes (theguardian.com/media/2018/jan/04/secondary-school-pupils-ill-equipped-to-cope-with-stress-of-social-media)
  • How it’s designed to exploit our psychological vulnerabilities (youtube.com/watch?v=WoIufBVLDvM)
  • “If the product’s free, you’re the product.”
  • Trolling
  • Fake accounts https://www.recode.net/2018/5/15/17349790/facebook-mark-zuckerberg-fake-accounts-content-policy-update

Marketing

  • Niches
  • Audiences
  • Traffic
  • Email marketing
  • Open rates, click-through rates
  • Funnels
  • Squeeze pages/landing pages/opt-in pages
  • ‘What’s in it for me?’
  • Front-end products, back-end products, lead magnets, tripwires
  • Up-selling, cross-selling, down-selling, OTOs (one-time offers)
  • Affiliate marketing
  • Why apps want us to rate them

Domains, websites and hosting

  • What is a domain name and how does it work?
  • Basic html
  • Cookies
  • Content management systems, such as WordPress, on which 30.7% of all websites are based (source: https://w3techs.com/technologies/details/cm-wordpress/all/all)
  • Types of hosting

Smartphones

  • Their evolution
  • How uses vary around the world
  • The role of telcos
  • 3G, 4G and 5G

Google

  • SEO
  • Analytics
  • Bounce rates
  • AdWords
  • AdSense
  • Getting the most from Google search (such as using tools)
  • YouTube (more people say they would use YouTube to learn new things, higher than the proportion who say they would use Google (69%) – source: https://www.ofcom.org.uk/__data/assets/pdf_file/0011/113222/Adults-Media-Use-and-Attitudes-Report-2018.pdf)
  • An alternative: https://www.quora.com/Why-should-I-use-DuckDuckGo-instead-of-Google

Amazon

  • Why people love it
  • Why people hate it
  • Self-publishing
  • Its impact on publishing
  • Its impact on retail
  • Its impact on sports broadcast rights
  • AWS (Amazon Web Services), Netflix and the BBC iPlayer
t

Fake news

  • Tips on identifying fake news, such as paying attention to language used, comparing sources and not trusting anonymous sources
  • Why bad news sells
  • How and why the newspaper industry died
  • The Ipso kite mark
  • “TV is still the first port of call for news but people go to social media first for an alternative viewpoint on the news, despite users being less likely to see views they disagree with on social media”. Source: https://www.ofcom.org.uk/__data/assets/pdf_file/0011/113222/Adults-Media-Use-and-Attitudes-Report-2018.pdf

Advertising

  • PPC (pay-per-click)
  • Banner ads
  • Retargeting
  • CTRs (click-through rates)
  • CPM (cost-per-thousand impressions)
  • Impressions
  • Dominant online platforms
  • Online versus offline advertising
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Copywriting

  • The ability to tell a good story and why this matters
  • The importance of reading, with a recommended list of titles and authors
  • The importance of being able to produce good written English
  • Editing

Design

  • Its importance online
  • UX/navigation
  • Colours and their connotations
  • Popular tools, such as Canva, picresize.com, lunapic.com, pixabay.com

Freelancing

  • How to run a small business and the benefits of doing so
  • Attitudes and attributes that help
  • Outsourcing
  • Automation
  • Online banking
  • GDPR, privacy and data protection
  • Branding and positioning
  • Pricing

Emerging tech

  • The Internet of Things (IoT)
  • AI (artificial intelligence)
  • ML (machine learning)
  • AR (augmented reality)
  • VR (virtual reality)
  • Cryptocurrencies
  • Benefits and uses

Cloud computing, storage & security

  • Different business models (AWS vs Google Drive vs Dropbox, Mediafire, etc)
  • The value of backing up
  • Security threats and data breaches
  • Passwords

Further education

  • Just-in-time learning vs just-in-case learning
  • Udemy
  • Skillshare
  • Courses offered by individuals and companies
  • “The best way to learn is to teach”
  • Webinars, podcasts, YouTube

Who else thinks formal education needs a rethink?

 

Seth Godin, one of the world’s most respected writers and experts specialising in marketing and culture, said:

“Education can no longer be done to people, it has to be done with them. A kid is now capable of sitting through almost any class and not getting it, because if they don’t want to get it, they’re not going to get it. But if you’re into baseball cards or into Magic: The Gathering or into Game of Thrones, because you’re into them – because you’re enrolled in this journey – it’s done with you and you eagerly suck it all up.”

 

Derek Lewis, a writer, said:

“The education system – university – doesn’t teach you how to start and run your own business. It teaches you how to manage someone else’s business.”

 

And Sir Ken Robinson, who “works with governments, education systems, international agencies, global corporations and some of the world’s leading cultural organizations to unlock the creative energy of people and organizations”, gave a very popular TED talk on schools and creativity (below), in which he said:

“If you were to visit education, as an alien, and say, “What’s it for, public education?”, I think you’d have to conclude, if you look at the output, who really succeeds by this, who does everything that they should, who gets all the Brownie points, who are the winners, I think you’d have to conclude the whole purpose of public education throughout the world is to produce university professors. Isn’t it? They’re the people who come out the top. And I used to be one, so there.”

It’s time to educate for the year we live in

In October 2015, the London Evening Standard reported that: “Two-thirds of parents say their biggest fear is that their child will not find a job when they leave education, with most believing the problem is that they are not being taught the skills needed to reflect 21st-century working Britain.”

Four years earlier, Google chairman Eric Schmidt said: “If I may be so impolite, your track record isn’t great. The UK is the home of so many media-related inventions. You invented photography. You invented TV. You invented computers in both concept and practice. It’s not widely known, but the world’s first office computer was built in 1951 by Lyons’ chain of tea shops. Yet today, none of the world’s leading exponents in these fields are from the UK.”

Schmidt also observed how the British education system had divided science and arts, and suggested it’s time to reunite them.

In the “glory days of the Victorian era”, as he described it, Lewis Carroll wrote one of the classic fairy tales, Alice in Wonderland, while he was also a maths lecturer at Oxford University.

What about media studies and computer science – don’t they cover it?

One of my daughters recently completed her GCSE computer science course – which was great but didn’t touch on anything like I believe schools should be teaching.

As for media studies, I haven’t seen the topics mentioned above listed anywhere in current school teaching.

I believe internet education should blend elements of media studies with computer science and also business studies.

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