The Meaning of (Branded) Pervasive Technology in Public Space

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

Pervasive technology in public space
Who’s going to make the content ?
Who’s going to make the money ?
Who’s going to make the meaning ?
What companies can do: meaningful branding

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

Meaning

Human beings act toward things on the basis of the meanings that things have for them
These meanings are a product of social interaction in society.
These meanings are modified through a process of interpretation , which each individual deploys when dealing with the things that s/he encounters.
George H. Mead. Mind, Self and Society (1934). The Philosophy of the Act (1938). Meaning is in the mind of the beholder Meaning

human values Inspired by P. Desmet: Model of product emotions. 2002. TU Delft. meaning Process of interpreting meaning things

Human values [email_address]

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
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

… and an international scale?

Brands Collected by Martien Heijmink

Brands and human values in the Experience Economy Pine & Gilmore, The Experience Economy , 2000. Illustration: niculina@flickr.com

“ Business innovation
[towards a more sustainable world]
by creating experiences that address
customers’ essential human need for meaning.”
Steve Diller, Nathan Shedroff and Darrel Rhea (Making Meaning, 2006)
Meaning is in the mind of the beholder Brands and meaning

Brand values and human values

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!

The Meaning of (Branded) Pervasive Technology in Public Space

by Peter van Waart

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