Social hint networks and online youth culture

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Helsinki Media Conference Presentation 11. April 2008.

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Social hint networks and online youth culture

  1. 1. [email_address] 11.4.2008 Slides available: http://souplala.net Youngsters
  2. 2. <ul><li>Transition from ”information highway” to social hint networks </li></ul>Social hint networks
  3. 4. <ul><li>Life situation </li></ul><ul><li>Experimentation </li></ul><ul><li>Time use (emphasis on free time) </li></ul><ul><li>Needs support experimentation </li></ul><ul><li>” Growing up digital” (Tapscott) </li></ul>
  4. 5. <ul><li>Technical handiness ”what ever, when ever, where ever” </li></ul><ul><li>Search and buys services to fit or strengthen his/her lifestyle </li></ul><ul><li>Multimedia communication </li></ul><ul><li>Sharing, presence, social networking </li></ul><ul><li>Proactive attitude </li></ul><ul><li>Openness </li></ul><ul><li>P2P networks and peer groups instead of hierarchies  </li></ul>
  5. 6. <ul><li>Communication acrobatics </li></ul><ul><li>Multitasking </li></ul><ul><li>” Snack size culture” </li></ul>
  6. 7. ” Flocks” Open innovation
  7. 9. <ul><li>Invisible [media]brands </li></ul><ul><li>Different channels on same ”level” </li></ul><ul><li>One form fits all </li></ul><ul><li>Banners not visible at the ”mash up” </li></ul><ul><li>” Pick ´n´ Mix” </li></ul>
  8. 10. Personalized Gameish Playful Funny Easy
  9. 11. <ul><li>” 3 R” (Rating, Ranking, Reputation) </li></ul><ul><li>Fun, playful services as frames for information content </li></ul><ul><li>Controlled openneess (semi undisciplined?) </li></ul><ul><li>Possibilities for self expression </li></ul><ul><li>Sharing </li></ul><ul><li>15 seconds of fame </li></ul><ul><li>Blockbuster logic vs crowdsourcing </li></ul>
  10. 12. <ul><li>Hybrid and distributed content </li></ul><ul><li>More, faster (fast and/or disposable friends, travelling, celebrities, consumerism, content creation, participation, trends, speed dating,...) </li></ul><ul><li>Overlapping media </li></ul><ul><li>” Neo-marketing and brand parasites </li></ul>
  11. 14. <ul><li>No more hierarchies! </li></ul><ul><li>My ”friends” will know better </li></ul><ul><li>Radical trust on average (nethoods) </li></ul><ul><li>Practises learned from games and past time communication cultures </li></ul><ul><li>Fun and games as frames for ”benefit” </li></ul><ul><li>Self-branding and taking role(s) </li></ul><ul><li>Proactive attitude </li></ul>
  12. 15. 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.
  13. 16. 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.
  14. 17. 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.
  15. 18. <ul><li>ICT layers </li></ul><ul><li>Entertainment interlacing with ”serious” work </li></ul><ul><li>Embedded services (eg in Second Life) > riding with the ”mother brand” </li></ul><ul><li>Controlling brands > brand parasites </li></ul><ul><li>Hyperpersonalization: a challenge for adveritising </li></ul><ul><li>Atomisation of user groups (away from the mass) </li></ul><ul><li>Various ways to generate or enrich content </li></ul>
  16. 19. <ul><li>Two pretty nice youth panels (video): </li></ul><ul><li>Guy Kawasaki (chair): http://souplala.blogspot.com/2007_11_01_archive.html </li></ul><ul><li>Don Tapscott (chair): mms://204.15.36.163/NGen </li></ul><ul><li>Slides available souplala.net tos! </li></ul>Thanks!

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