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The Psyche of the Digital Consumer
We ALL have a story to tell… but we don’t always choose to do so
However, the story we cannot avoid telling, is
the one that our…
BODY
inevitably narrates
Not all narratives are happy…
We repress the imperfect, vulnerable part of our
lives.
….We cannot give birth to ourselves.
Our emergence out of the shared physical space is
never absolute…
Separation-individuation…is an extremely complex process
What makes us aware
that we are….
BEINGS (in a body)?
1) The early gazing-relationship2) Skin to skin contact
(m)other
(m)………other
We are the ‘subject’ of the other’s gaze
TRUE-Self
FALSE-Self
mother
other
Enter the
world ofdigital
media…
….our bodies know NO boundaries
….our psyche knows NO limits
The role digital media plays in our lives is that
of the…
(m)‘OTHER’
….we become freed from the idea that birth is destiny
….we begin to see our bodies and psyches as negotiable works in progress
We begin to believe
we can Redesign ourselves at will…
Reclaim our
bodies…
…giving
BIRTH
to ourselves
virtual reality can fuel
omnipotentfantasies…
…virtual images of the transformed
self…
can give rise to pseudo
representations
of a pseudo-self.
Our biggest challenge…?
…Digital consumers are being perceived
as a growing NUMBER…
A measurable metric
“Twitter has over 500 million active users as of 2012…. generating over
340 million tweets daily…. and handling over 1.6 billion search
queries per day… Facebook has over one billion active users….
trillions of e-mails sent, millions of apps downloaded…. footage
uploaded….”
Ray Kurzweil: The Secret of Human Thought Revealed
“2045 will give birth to Singularity – a time of total transformation, in which we will have near-infinite
intelligence at our disposal…merge with our computers… cast off our bodies… extend our lives…”
We haven’t(& will not) suddenly
become a newly evolved species..
Consumer 2.0…
With a USB port behind our head …
emitting a quiet hum as we go online…
We are… and will remain… what we always were Beings in a body & subject to the (m)other’s gaze…The numbers are large because they are simply a
new manifestation of old human truths.
How to connectto the psyche of
the digital consumer…?
empathy + experiment
… Empathic marketing for the digital consumer
5 tools for success
…. Create a HOLDING environment
…. Risk showing your TRUE self
… allow opportunities for SERIOUS PLAY
ParentAdultChild
… Decode Transference to your brand
Going on BEING…
5-KEYS to empathy
cognitionemotionpersonality
sensation
behavior
5KEYS
cognition automatic thoughtsAttitudes, images, beliefs, cognitive distortions
Current thoughts
Evidence for Evidence against
Desired thought
What must change
HOT thought
affective statesMoods, feelings and intensity
Current emotions
Evidence for Evidence against
Desired emotion
What must change
HighestCHARGE
emotion
physiological states
Observable bodily response
Current sensations
Evidence for Evidence against
Desired sensations
What must change
BURNING sensation
sensation
Current personas
Evidence for Evidence against
Desired persona
What must change
EMERGENTpersona
predisposition
Temperament, proclivities, cultural context
personality
Actions/Reactions
Current behaviors
Evidence for Evidence against
Desired behavior
What must change
DOMINIANT behavior
behavior
“Our body always bears the trace of the (m)other.
It is the site where we negotiate the meaning of sameness & difference.
Facing the reality of the body & psyche… means taking ownership of
its desires & limitations.Of course, death is the ultimate
‘otherness’….When we have to hand it all back.”
Dr. Lemma
For more information please contact:
Ms. Batool BatalviSB&B Research
Suite# 400133, Charles St, East
Toronto, ON M4Y 0A2Tel: 416.417.4559
Email: [email protected]
thank you
CONFIDENTIAL – THIS DOCUMENT IS THE PROPERTY OF SB&B RESEARCH DO NOT COPY OR DISTRIBUTE WITHOUT PERMISSION
Presented: nextMEDIA Dec 3, 2012 The Carlu Toronto
