The Meaning of (Branded) Pervasive Technology in Public Space Picnic 2010, Amsterdam, September 24 th Peter van Waart Internet of Things: The Fall of Democracy?
image: http://www.photoeverywhere.co.uk Public space
Public space: who owns the place? infrastructure, cultural heritage, safety, … media, consumption goods, retail, leisure, … collective needs freedom(?) of choice citizens, inhabitants, users - humans - State Corporations People
Meaningful branded pervasive systems Those pervasive systems and applications that enhance social capital as collective goods involving shared goals and values and social norms of reciprocity, are most usable to be of meaning over time Carroll, J.M. & Mentis,H.M. In: Schifferstein et al., 2008
Human values The wordle displays the terminal values defined by Rokeach, M. (1973). The Nature of Human Values. New York: The Free Press. “ desirable, transsituational goals, varying in importance, that serve as guiding principles in peoples’ lives” (Schwarz, 2003)
Human values drive behaviour guiding principles in life -> lifestyles
Play a crucial role in people’s daily life
People present themselves in social interactions through consumption of specific products (fashion, music, furniture, etc.)
Members of the same lifestyle group share preferences, norms and values
Bourdieu, Distinction , 1984.
How to comply to value segments on a national scale … Mentality® Motivaction Waarden-gebaseerde segmentatie
human values brands Inspired by P. Desmet: Model of product emotions. 2002. TU Delft. meaning Brands should adapt to human values to be of meaning
Meaningful interactive pervasive technology in public space
Brands can empower people in public space with shared access to pervasive technology with which people can socially interact and co-create content that conveys meaning
Peter van Waart [email_address] http://nl.linkedin.com/in/petervanwaart/ @petervanwaart Council, a Thinktank for The Internet of Things Rotterdam University of Applied Sciences School of Communication, Media and Information Technology Research Group Human Centered ICT [email_address] www.humancenteredict.nl Thank you!