The Meaning of (Branded) Pervasive Technology in Public Space


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How brands can empower people with pervasive technology to convey meaning

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The Meaning of (Branded) Pervasive Technology in Public Space

  1. 1. 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?
  2. 2. image: Public space
  3. 3. 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
  4. 4. Pervasive technology in public space <ul><ul><li>Who’s going to make the content ? </li></ul></ul><ul><ul><li>Who’s going to make the money ? </li></ul></ul><ul><ul><li>Who’s going to make the meaning ? </li></ul></ul>What companies can do: meaningful branding
  5. 5. 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
  6. 6. Meaning
  7. 7. <ul><li>Human beings act toward things on the basis of the meanings that things have for them </li></ul><ul><li>These meanings are a product of social interaction in society. </li></ul><ul><li>These meanings are modified through a process of interpretation , which each individual deploys when dealing with the things that s/he encounters. </li></ul>George H. Mead. Mind, Self and Society (1934). The Philosophy of the Act (1938). Meaning is in the mind of the beholder Meaning
  8. 8. human values Inspired by P. Desmet: Model of product emotions. 2002. TU Delft. meaning Process of interpreting meaning things
  9. 9. Human values [email_address]
  10. 10. 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)
  11. 11. Human values drive behaviour guiding principles in life -> lifestyles <ul><li>Lifestyles </li></ul><ul><ul><li>Play a crucial role in people’s daily life </li></ul></ul><ul><ul><li>People present themselves in social interactions through consumption of specific products (fashion, music, furniture, etc.) </li></ul></ul><ul><ul><li>Members of the same lifestyle group share preferences, norms and values </li></ul></ul>Bourdieu, Distinction , 1984.
  12. 12. How to comply to value segments on a national scale … Mentality® Motivaction Waarden-gebaseerde segmentatie
  13. 13. … and an international scale?
  14. 14. Brands Collected by Martien Heijmink
  15. 15. Brands and human values in the Experience Economy Pine & Gilmore, The Experience Economy , 2000. Illustration:
  16. 16. <ul><li>“ Business innovation </li></ul><ul><li>[towards a more sustainable world] </li></ul><ul><li>by creating experiences that address </li></ul><ul><li>customers’ essential human need for meaning.” </li></ul><ul><li>Steve Diller, Nathan Shedroff and Darrel Rhea (Making Meaning, 2006) </li></ul>Meaning is in the mind of the beholder Brands and meaning
  17. 17. Brand values and human values
  18. 18. 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
  19. 19. Meaningful interactive pervasive technology in public space <ul><ul><li>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 </li></ul></ul>
  20. 20. Peter van Waart [email_address] @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] Thank you!
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