[email_address] 11.4.2008 Slides available: http://souplala.net Youngsters

Transition from ”information highway” to social hint networks Social hint networks

Transition from ”information highway” to social hint networks

Life situation Experimentation Time use (emphasis on free time) Needs support experimentation ” Growing up digital” (Tapscott)

Life situation

Experimentation

Time use (emphasis on free time)

Needs support experimentation

” Growing up digital” (Tapscott)

Technical handiness ”what ever, when ever, where ever” Search and buys services to fit or strengthen his/her lifestyle Multimedia communication Sharing, presence, social networking Proactive attitude Openness P2P networks and peer groups instead of hierarchies

Technical handiness ”what ever, when ever, where ever”

Search and buys services to fit or strengthen his/her lifestyle

Multimedia communication

Sharing, presence, social networking

Proactive attitude

Openness

P2P networks and peer groups instead of hierarchies

Communication acrobatics Multitasking ” Snack size culture”

Communication acrobatics

Multitasking

” Snack size culture”

” Flocks” Open innovation

Invisible [media]brands Different channels on same ”level” One form fits all Banners not visible at the ”mash up” ” Pick ´n´ Mix”

Invisible [media]brands

Different channels on same ”level”

One form fits all

Banners not visible at the ”mash up”

” Pick ´n´ Mix”

Personalized Gameish Playful Funny Easy

” 3 R” (Rating, Ranking, Reputation) Fun, playful services as frames for information content Controlled openneess (semi undisciplined?) Possibilities for self expression Sharing 15 seconds of fame Blockbuster logic vs crowdsourcing

” 3 R” (Rating, Ranking, Reputation)

Fun, playful services as frames for information content

Controlled openneess (semi undisciplined?)

Possibilities for self expression

Sharing

15 seconds of fame

Blockbuster logic vs crowdsourcing

Hybrid and distributed content More, faster (fast and/or disposable friends, travelling, celebrities, consumerism, content creation, participation, trends, speed dating,...) Overlapping media ” Neo-marketing and brand parasites

Hybrid and distributed content

More, faster (fast and/or disposable friends, travelling, celebrities, consumerism, content creation, participation, trends, speed dating,...)

Overlapping media

” Neo-marketing and brand parasites

No more hierarchies! My ”friends” will know better Radical trust on average (nethoods) Practises learned from games and past time communication cultures Fun and games as frames for ”benefit” Self-branding and taking role(s) Proactive attitude

No more hierarchies!

My ”friends” will know better

Radical trust on average (nethoods)

Practises learned from games and past time communication cultures

Fun and games as frames for ”benefit”

Self-branding and taking role(s)

Proactive attitude

My interpretation: 5% of 15 to 19 year olds have over 50 ”virtual friends.” Almost every one (73%) from the same age group have virtual friends. Different comprehensions of friends enable various circles of friends to generate and break down as easily.

Notions: Surprisingly many unemployed have met their virtual friends in real life. There are not big differences between 15-19 and 25-29 year olds when it comes to how many virtual friends they have met irl.

My interpretation: Participation is not necessarily content creation. Majority of the youngster participate in enriching the content by ranking and rating images, videos, books, movies as well as commenting blogs and news.

ICT layers Entertainment interlacing with ”serious” work Embedded services (eg in Second Life) > riding with the ”mother brand” Controlling brands > brand parasites Hyperpersonalization: a challenge for adveritising Atomisation of user groups (away from the mass) Various ways to generate or enrich content

ICT layers

Entertainment interlacing with ”serious” work

Embedded services (eg in Second Life) > riding with the ”mother brand”

Controlling brands > brand parasites

Hyperpersonalization: a challenge for adveritising

Atomisation of user groups (away from the mass)

Various ways to generate or enrich content

Two pretty nice youth panels (video): Guy Kawasaki (chair): http://souplala.blogspot.com/2007_11_01_archive.html Don Tapscott (chair): mms://204.15.36.163/NGen Slides available souplala.net tos! Thanks!

Two pretty nice youth panels (video):

Guy Kawasaki (chair): http://souplala.blogspot.com/2007_11_01_archive.html

Don Tapscott (chair): mms://204.15.36.163/NGen

Slides available souplala.net tos!