Social hint networks and online youth culture
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Social hint networks and online youth culture



Helsinki Media Conference Presentation 11. April 2008.

Helsinki Media Conference Presentation 11. April 2008.



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Social hint networks and online youth culture Social hint networks and online youth culture Presentation Transcript

  • [email_address] 11.4.2008 Slides available: Youngsters
    • Transition from ”information highway” to social hint networks
    Social hint networks
  •   View slide
    • Life situation
    • Experimentation
    • Time use (emphasis on free time)
    • Needs support experimentation
    • ” Growing up digital” (Tapscott)
    View slide
    • 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”
  • ” 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”
  • 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
    • 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
  • 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
    • Two pretty nice youth panels (video):
    • Guy Kawasaki (chair):
    • Don Tapscott (chair): mms://
    • Slides available tos!