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How Culture of Exposure Affects Customers and Brands
- 1. photo credit: art makes me smile (flickr) living in and adapting to a culture of exposure how it affects customers, our clients, ourselves
- 3. just the very visible tip of the iceberg the quest for fame the cult of celebrity the embrace of exposure
- 4. flickr: miss_rogue flickr: jennybento flickr: mickipedia flickr: centrifuga*desaparecida A definition Culture of exposure: a field of interpersonal activity (including commerce) that is founded on sharing what has historically been considered personal or private with a wide swath of possibly unknown others
- 6. Situating exposure in history Leaving the cities for the suburbs to create the perfect nuclear home… The “Me” Era: Individualism and fortune-seeking Web 2.0 and the new “ digital intimacy”
- 7. Two worlds living side-by-side by: future15pic organic cultural fluency a more conscious engagement natives naturalized citizens
- 8. Four key groups make up this world Outsiders Fluents Explorers Dabblers
- 9. The Outsiders flickr: esthertase attitudes NO BENEFIT behaviors AVOIDANCE feelings SKEPTICISM
- 10. The Dabblers behaviors DABBLING attitudes INESSENTIAL feelings EXPOSED
- 11. The Explorers flickr: David Zellaby feelings CURIOSITY behaviors EXPERIMENTATION attitudes WORTHWHILE
- 12. The Fluents attitudes VITAL feelings OPEN behaviors INTEGRATED
- 15. Etiquette in the culture of exposure Don’t be a driveller: Have conversations. Don’t be a shameless self-promoter: Think of the community. Don’t be a stalker: Build relationships. Don’t be a faker: Tell the truth.
- 16. The Brand, Exposed Graphic: Good Magazine, December 2006
- 17. How can brands meaningfully enter the wheel of friendships?
- 18. The same rules apply Don’t be a driveller: Have conversations. Don’t be a shameless self-promoter: Think of the community. Don’t be a stalker: Build relationships. Don’t be a faker: Tell the truth.
- 20. How brands can take part Be agile and adaptive – and true to yourself An open, two way conversation Learning to let go Invitation or introduction required
- 23. flickr: dano implications for intimate qualitative methodologies • recruitment • engagement
- 25. New avenues to explore with Fluents Screen for communication style Include their extensions Be conscious with video
- 26. The ultimate questions As brands, partners, researchers, and consumers: do we choose feeling exposed – or embracing openness? What creative heights emerge for us, our brands and businesses once we do embrace openness?
Editor's Notes
- As a frequent visitor to New York City, it’s not unusual to see a glamorous person rushing to a car as a photographer follows behind, snapping dozens of candid shots. You assume the person is someone famous… and normally have a quick look to see if you recognize them - but nowadays making the assumption that it is some big star is sometimes way off. Apparently, it is now possible – as an ordinary person in New York – courtesy of a company called Methodizaz - to hire paparazzi to stalk you for the day so you can feel like the likes of Clooney or Beckham! While this example may be extreme, it speaks to a cultural shift that is affecting us all. We are living in a culture of visibility - an environment where it has become normal to have what used to be hidden, private and personal shifted into the public space - sometimes purposefully, sometimes not. The average person’s life, thoughts, even their boredom are captured, broadcasted and glorified —through reality television, social networks, mobile technology – and even by researchers like ourselves. And all this has significant implications for us personally – and the brands and companies we seek to help Let’s have a look at this new world…..