Ganze 23,30 € Taschengeld erhalten die rund 5,7 Millionen Kids im Alter zwischen 6 und 13 Jahren durchschnittlich pro Monat. Soviel wie nie zuvor und rund 14 Prozent mehr als noch 2006. Von solchen “Gehaltssteigerungen” kann VERDI nur träumen. Diese und viele weitere Zahlen bescheinigt uns die jüngst erschienene Kids Verbraucher Analyse 2008 des Egmond Ehapa Verlages aus Berlin. Neben vieler guter Nachrichten für Unternehmen, die im Jugendmarketing aktiv sind, gibt die Studie jedoch auch bedenkliche Tendenzen preis. So, in meinen Augen, die Entwicklung des Informationszugangs in diesem Land.
Die Studie sagt uns, dass 69 Prozent der insgesamt 5,73 Millionen Kinder und Jugendlichen inzwischen daheim einen Computer nutzen. 54 Prozent sind online. Vor allem die 10- bis 13-Jährigen (75 Prozent) surfen im Internet. Soweit ist alles gut.
Betrachten wir die Computer-Kids jedoch nach dem Einkommen der Eltern, tut sich eine bedenkliche Schere auf: Nahezu jedes Kind (95 Prozent) aus eher wohlhabenden Familien verwendet einen PC, jedoch nur 67 Prozent aus einkommensschwächeren Haushalten. Bei der Internetnutzung wird diese Tendenz noch deutlicher. Hier sind es nur noch 45 Prozent der ärmeren Kids gegenüber 92 Prozent der reicheren. Also knapp die Hälfte.
Bedenkt man, welche Bedeutung das Internet für Jugendliche besitzt, welche klassischen Medien wie TV, Radio oder Print inzwischen durch das Netz ersetzt werden, ist diese Zahl alarmierend.
Das Internet dient den Kids als Telefon (Skype), Kino (Clipfish), Treffpunkt (SchuelerVZ), Plauderecke (Windows Live Messanger), Radio (surfmusic), Briefkasten (eMail), Lexikon (Wikipedia), Tageszeitung (Bild.de), Fotoalbum (Flickr) oder Ratgeber (Mr. Wong). Auch für die Schule ist das Internet relevant. Hier werden Übungs- und Klassenarbeiten nachgeschlagen, Arbeitsgruppen gebildet, der Schüleraustausch organisiert und Mitschüler zu schwierigen Aufgaben befragt. Im Wesentlichen ist das Internet über die Social Networks aber zentraler Knoten- und Kontaktpunkt der Jugendlichen untereinander. Hier trifft man sich und lernt neue Leute kennen. Das elektronische Jugendzentrum.
Haben rund 50 Prozent der Kids in einkommensschwachen Familien keinen Zugang zu all diesen, absolut wesentlichen Informationsquellen und Kommunikationsplattformen, ist das Entstehen einer Zwei-Bildungs-Gesellschaft nur zu wahrscheinlich. Da es die ohnehin finanzschwächeren Schichten trifft, wird die Schere zwischen Arm und Reich noch deutlich weiter auseinanderklaffen, als bisher.
Die Armen sind wieder die Dummen. Oder umgekehrt.
Wie man es auch dreht und wendet.
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