From rural life to virtual community? Presentation for i2TIC meeting

The rural Catalan communities facing the Information and Knowledge Society new scenario, the case of ‘La Conca de Barberà’. ICT4RD @ricardespelt i2TIC | IN3 – UOC 18 | 07 | 2012

ICT4RD | Ricard EspeltFrom rural life to virtual community?

ICT4RD | Ricard Espelt From rural life to virtual community Rheingold + strength + expansionRheingold, R. (1993) “Virtual communities”, Reading MA: Addison-Wesley (p.5)

ICT4RD | Ricard EspeltFrom rural life to virtual community Bateman & Lyon resilience

ICT4RD | Ricard Espelt From rural life to virtual community Feenberg&Bakardjieva Socializing forms + Quick and direct interaction spacesFeenberg,A.&Bakardjieva,M. (2004). Virtual Community: NoKiller Implication.New Media&Society

ICT4RD | Ricard Espelt From rural life to virtual community Woolgar New socializing forms + Specifying reality and virtualityWoolgar, S. (2002) Sociedad virtual? Tecnología, "cibérbole", realidad. UOC Ed., Barcelona.

ICT4RD | Ricard Espelt From rural life to virtual community Preece Interaction among community members thanks to technology platformsPreece, J. (2000) Online Communities: Designing Usability, Supporting Sociability

ICT4RD | Ricard Espelt From rural life to virtual community Porter Integration between online and offline activityPorter, M. (2001) Strategy and the Internet Harvard Business Review, Vol.79.

ICT4RD | Ricard Espelt From rural life to virtual community Wellman Getting over traditional geographic gapsWellman, B.; Qaun-Haase, A.; Boase, J.; Chen, W. ;Hampton, K.; Isla de Díaz,I. & Miyata, K.(2003)The Social Affordances of the Internet for Networked Individualism. Journal of computerMediated Communication , Vol. 8 (3).

ICT4RD | Ricard Espelt From rural life to virtual community Hine ICT significance: Before its use vs. the moment of applicationHine, C. (2002) Etnografía virtual (2000) Traducció Ed. UOC, 2004.

ICT4RD | Ricard EspeltRelation between producer and community consumers through launched product

ICT4RD | Ricard EspeltProduct relations around offline and online consumer community

ICT4RD | Ricard EspeltPossible values in the relation between ITC and product

ICT4RD | Ricard Espelt (1) (2)TIC scheme to structure a producer community to be launched online (1) TIC scheme to structure an online consumer community (2)

ICT4RD | Ricard Espelt Conca de Barberà ICT4RD Results 3 out of 4 Using ICT ICT - Scale of Use Email (94%) Website (77%)Social Networks (46%) E-Commerce (20%)

ICT4RD | Ricard Espelt Conca de Barberà ICT4RD ResultsWebsite Languages Catalan (96%) Spanish (78%) English (63%) French (7%)

ICT4RD | Ricard Espelt Conca de Barberà ICT4RD Results E-Commerce Usebefore 2010 (43%) | after 2010 (57%) Reasons for E-commerceMore Information about Product (70%) Enlarging Sales (45%) Increasing Reputation (35%) Customer Satisfaction (25%)

ICT4RD | Ricard Espelt Conca de Barberà ICT4RD Results ICT reduces marketing costs Yes (40%) | No (34%) | NS (26%) ICT changes marketing process Yes (34%) | No (34%) | NS (32%)ICT improves innovation around the product Yes (43%) | No (26%) | NS (31%)

ICT4RD | Ricard Espelt Conca de BarberàFindings Summary: ICT4RD Results• Horizontal participation processes.• Transition from email to social networking.• Embryonic stage.• Faster use by individual farmers than rural communities.• Intermediary role Leadership still on.• Competitive advantages for small producers in particular. (Flexibility and low cost).• Best examples - Adding producer family members.• More economic efforts in new media than traditional in ones.• New conception between rural and urban world: more proximity.• Beating geographical gaps.• Non Indicator Use.

ICT4RD | Ricard Espelt 4 lines to explore:Health + Learning + Disintermediation + Cooperation

ICT4RD | Ricard EspeltIncreasing people interest for the products they consume. (My Farm) + info

ICT4RD | Ricard Espelt Linking production and learning(Fresh Roots Urban Farm Society) + info

ICT4RD | Ricard EspeltLinking consumers and selers (Farmbook) + info

ICT4RD | Ricard Espelt Controling Business(The People’s Supermarket) + info

ICT4RD | Ricard EspeltMore interesting concepts to evaluate:•Social farming (l’Olivera / La Fageda)•More dialogue and less seduction (Outlook 2012 - Creafutur)•Crowdmarketing / Crowdcreation – La Catània•Crowdcuration•Crowdbuying•Transition Towns Network•Open Source Ecology•JAK Medlemsbank / Coop57

ICT4RD | Ricard EspeltICT4RD – La Conca de Barberà ICT4RD Blog ICT4RD @ricardespelt i2TIC | IN3 – UOC 18 | 07 | 2012

From rural life to virtual community? Presentation for i2TIC meeting

by Ricard Espelt on Jul 17, 2012

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