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Helsinki Media Conference Presentation 11. April 2008.
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Transition from ”information highway” to social hint networks
Social hint networks
Life situation
Experimentation
Time use (emphasis on free time)
Needs support experimentation
”Growing up digital” (Tapscott)
Technical handiness ”what ever, when ever, where ever”
Search and buys services to fit or strengthen his/her
lifestyle
Multimedia communication
Sharing, presence, social networking
Proactive attitude
Openness
P2P networks and peer groups instead
of hierarchies
Communication acrobatics
Multitasking
”Snack size culture”
”Flocks”Open
innovation
- Invisible [media]brands- Different channels on same ”level”- One form fits all- Banners not visible at the ”mash up”- ”Pick ´n´ Mix”
Personalized GameishPlayful
Funny Easy
”3 R” (Rating, Ranking, Reputation)
Fun, playful services as frames for information
content
Controlled openneess (semi undisciplined?)
Possibilities for self expression
Sharing
15 seconds of fame
Blockbuster logic vs crowdsourcing
Hybrid and distributed content
More, faster (fast and/or disposable friends, travelling,
celebrities, consumerism, content creation, participation, trends,
speed dating,...)
Overlapping media
”Neo-marketing and brand parasites
No more hierarchies!
My ”friends” will know better
Radical trust on average (nethoods)
Practises learned from games and past time
communication cultures
Fun and games as frames for ”benefit”
Self-branding and taking role(s)
Proactive attitude
My interpretation: 5% of 15 to 19 year olds have over 50 ”virtual friends.” Almost every one (73%) from the same age group have virtual friends.
Different comprehensions of friends enable various circles of friends to generate and break down as easily.
Notions: Surprisingly many unemployed have met their virtual friends in real life.
There are not big differences between 15-19 and 25-29 year olds when it comes to how many virtual friends they have met irl.
My interpretation:Participation is not necessarily content creation. Majority of the youngster participate in enriching the content by ranking and rating images, videos, books, movies as well as commenting blogs and news.
ICT layers
Entertainment interlacing with ”serious” work
Embedded services (eg in Second Life) > riding
with the ”mother brand”
Controlling brands > brand parasites
Hyperpersonalization: a challenge for adveritising
Atomisation of user groups (away from the mass)
Various ways to generate or enrich content
Thanks!
Two pretty nice youth panels (video): Guy Kawasaki (chair):
http://souplala.blogspot.com/2007_11_01_archive.html Don Tapscott (chair): mms://204.15.36.163/NGen
Slides available souplala.nettos!
