The Internet is Creating Niche         Consumers  A Cultural Analysis by David Boyle
Technology influences Culture• All forms of communication except face-to-  face requires a form of media technology.• The ...
3 Steps to Consumer Specialization• The Internet is changing…  – Our brain waves     • Nicholas Carr; The Shallows  – Our ...
Digital Millennial Culture• Internet is the popular medium of our time  with it’s own ideological undertones (Carr)  – It ...
No Technology is Neutral.• The paradox of technology in culture: People create  technology, but technology affects the way...
Cyber Bubbles• The Internet customizes and  curates the way we search the  net and draws us into “cyber  bubbles.”• As con...
Be Careful…It’s Getting Smarter• Edward Bernays started the shift from  products that function to products that  express o...
So What Am I Saying Here?• The Internet’s culture of  decentralization and new lines  of social interaction has  married w...
The New Consumer• Self confident• Discerning• Socially conscious• Identifies with a cultural  group• Looking for products ...
The New Company• Warby Parker  – No boutique price-hike/ “cut-out-the-middleman”  – Social good mission  – Lifestyle>Funct...
The Future: Market BE a Lifestyle• Brands and consumers have been  exponentially growing closer to each other as  the medi...
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The internet is Making us "Lifestyle" Consumers

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The Internet’s culture of decentralization and new lines of social interaction has married with the psychological shift of products as extensions of ourselves to create a new consumer that yearns for brands that share its ethos and fits into a specific lifestyle niche.

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  • People that create the technology influence the ideological position it reflects on the masses. Similarly, showing the progressing democratization of the constitution (Dahl), the public has continually and naturally shifted towards amending society to break a binary of master/slave; producer/consumer, but it has gone in ebbs and flows.
  • The book provided linear thought process from beginning to end but the Internet’s hyperlinks make for a new type of sporatic thinking fueled by choice and instant gratification instead of starting something and then finishing it. Consumerism is being defined by new waves of cultural connection amongst lifestyle choices.
  • Brand interaction is already at a disadvantage because social media is created to level the playing field of all users. Breaking the binary and creating a culture of horizontal communication.
  • Google Search Comparison (Egypt)… Native Advertising… Ghost Ads… etc.
  • Bernay’spropogation of the crowd is as important as ever, but different. The Internet is creating a specialized consumer whose spoil for choice allows for a discernment and a huge entrée of brands that fit its lifestyle culture,Democratization of Luxury No longer for the upper class, but expected by everyoneBrands are at the mercy of users to talk about their products. The Comment Box function of the Internet: Consumers can speak back. Kickstarter Consumers- Crowdfunding being embraced by brands shows a push to treat consumers as backers and create a more transparent production cycle to allow for a stronger relationship with community.
  • Shared Value Consumers used to rely on products to show the public the perceived notion of themselves. However, now they have full control of social profiles to create their desired personas and brands need to tap into the ability to get into those conversations to mean more than just external social profiles.
  • Cutting out the middleman offers a stronger connection with brands and consumersShared Value are “the practices that enhance the competitiveness of a company while simultaneously advancing the economic and social conditions in the communities in which it operates”
  • The internet is Making us "Lifestyle" Consumers

    1. 1. The Internet is Creating Niche Consumers A Cultural Analysis by David Boyle
    2. 2. Technology influences Culture• All forms of communication except face-to- face requires a form of media technology.• The Medium is the Message – “popular medium molds what we see and how we see it—and eventually, if we use it enough, it changes who we are, as individuals and as a society”- Nicholas Carr• The book brain  Internet brain
    3. 3. 3 Steps to Consumer Specialization• The Internet is changing… – Our brain waves • Nicholas Carr; The Shallows – Our social circles • Eli Parisier; Cyber Bubbles – Our consumer habits • Adam Curtis; Century of the Self
    4. 4. Digital Millennial Culture• Internet is the popular medium of our time with it’s own ideological undertones (Carr) – It changes our habits, interactions and ways of thinking… …thus changing the way we purchase and interact with brands.• The book brain  Internet brain – How will this influence consumer habits?
    5. 5. No Technology is Neutral.• The paradox of technology in culture: People create technology, but technology affects the way people think.Free Love CollegeHippies + Cold WarMilitary Paranoiaworked together tocreate the Internet in aculture ofdecentralization.
    6. 6. Cyber Bubbles• The Internet customizes and curates the way we search the net and draws us into “cyber bubbles.”• As consumers, we are identifying ourselves culturally instead of spatially.
    7. 7. Be Careful…It’s Getting Smarter• Edward Bernays started the shift from products that function to products that express our inner desires. This is still true…• But Digital Millennial consumers have a more level playing field – Entrée of brand choice – Democratization of Luxury – Kickstarter Consumers (backers)
    8. 8. So What Am I Saying Here?• The Internet’s culture of decentralization and new lines of social interaction has married with the psychological shift of products as extensions of ourselves to create a new consumer that yearns for brands that share its ethos and fits into a specific lifestyle niche.
    9. 9. The New Consumer• Self confident• Discerning• Socially conscious• Identifies with a cultural group• Looking for products that share not just a perceived notion of self, but a shared ethos – Shared Value
    10. 10. The New Company• Warby Parker – No boutique price-hike/ “cut-out-the-middleman” – Social good mission – Lifestyle>Function
    11. 11. The Future: Market BE a Lifestyle• Brands and consumers have been exponentially growing closer to each other as the mediums that market companies bring them closer into the lives of it’s consumers.• In order to survive, new companies will not be about function or psychology, but about aligning itself with the social and cultural capital of the groups it wishes to serve.

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