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Douglas kaufman facebook


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Douglas kaufman facebook

  1. 1. Fault lines of the generation where value systems collide
  2. 2. New technologies are havingprofound effects on the valuesystems of today s youth
  3. 3. There is little doubt that the generation gapjust got a lot wider…wider than in the 1960 seven.
  4. 4. thegeneration
  5. 5. Let’s start by dispelling a few myths and misconceptions5
  6. 6. MythThe FacebookGeneration isdefined by age6
  7. 7. Myth The Facebook Generation is defined by use of online social networks
  8. 8. MythThe values thatdefine this generationare inherently goodor bad8
  9. 9. So let’s explore some of thefault lines
  10. 10. The right to privacy vs. The need to share The idea of privacy as something that is desirable or in need of protecting is increasingly alien to the facebook generation.10
  11. 11. The right to privacy vs. The need to share11
  12. 12. The right to privacy vs. The need to share Fault Lines: Human ResourcesWhere does privacy end and self-incrimination begin?12
  13. 13. Separation of Social life The idea that the bonds we Vs. online life make in real life are somehow more important or real than those we build while we are online seems quaint to the facebook generation.13
  14. 14. Separation of Social life Vs. online life14
  15. 15. Separation of Social life Vs. online life Fault Lines: The places we used to ‘hang out’Will need to find new reasons for peopleto leave their living rooms.15
  16. 16. Full attention vs. Perpetual multitaskingThis is a generation ofmulti-taskers. It is notuncommon to seestudents texting,messaging, chatting,and taking notes duringclasses.16
  17. 17. Full attention vs. Perpetual multitasking Fault Lines: School and workMounting evidence suggests that multi-tasking inhibits retention and makes usless efficient.17
  18. 18. Full attention vs. Perpetual multitasking Fault Lines: The dinner tableFamilies today have very little ‘downtime’ where they can interact as a unituninterrupted by outside stimuli.18
  19. 19. Absolute Reality vs. My RealityThe facebook generation will bethe first to have grown up entirelyin a reality of their choosing.19
  20. 20. Absolute Reality vs. My RealityFault Lines: PoliticsSuddenly subjected to new ideas andviewpoints, people become intenselypolarized and reactionary.Every issue becomes life or death as ourvery values come into conflict.20
  21. 21. Experiencing culture vs. Creating culture For previous generations, others created culture and we consumed it.21
  22. 22. Experiencing culture vs. Creating cultureThe facebook generationincreasingly expects to be apart of their entertainment —or at least helping to call theshots.22
  23. 23. Experiencing culture vs. Creating culture Audience as voyeur23
  24. 24. Experiencing culture vs. Creating culture Audience as curator24
  25. 25. Experiencing culture vs. Creating culture Audience as jury25
  26. 26. Passive Audience vs. Active Participant Audience as coach26
  27. 27. Passive Audience vs. Active Participant Audience as author http://the-s m27
  28. 28. Passive Audience vs. Active ParticipantThe MTV generation The Reality TV generationRapid-fire, Quick cuts, Multiple messages, Immersive, Anyone can be famous, EmbraceSensorial bombardment your 15 minutes, Ironic, Self-aware 28
  29. 29. Experiencing culture vs. Creating cultureFault Lines: Copyright LawThe gatekeepers of culture are fightingtooth and nail to keep their variousmonopolies.Lawsuits and crackdowns on sites suchas Youtube are ‘turning our children intooutlaws’ according to Lawrence Lessig.29
  30. 30. Experiencing culture vs. Creating cultureFault Lines: AdvertisingAdvertisers increasingly needpermission to engage with consumers.Campaigns are built around consumercreativity or participation rather thanadvertisers’ ideas.30
  31. 31. Customization vs. PersonalizationThe idea of a typical life or massconsumption is alien to thefacebook generation.31
  32. 32. Experiencing culture vs. Creating cultureFault Lines: Consumer GoodsHow does one turn a profit whenproducing for an audience of one?32
  33. 33. Tangible Ownership vs. Ephemeral licensesThe facebook generationis increasingly comfortablewith virtual objects ondigital space.33
  34. 34. Tangible Ownership vs. Ephemeral licensesFault Lines: EULAsPeople used to owning books which theycould loan to friends or games which theycould play anywhere are uncomfortablewith limitations placed on where, when, orhow they can use products theysupposedly own.34
  35. 35. Right to privacy vs. the desire to shareSeparation of social life vs. online lifeFull attention vs. perpetual multitaskingAbsolute reality vs. my realityExperiencing culture vs. Creating cultureCustomization vs. PersonalizationToo good to be true vs. Not good enoughTrappings of success vs. Trapped by successTangible ownership vs. Ephemeral licenses
  36. 36. ConclusionIncreasingly, it is becoming crucial to locate and navigate thefault lines affecting one’s sphere of influence if one wishes tomaintain relevance.Likewise, exploiting an opponent’s weakness in these matterscan be the difference between success and failure.
  37. 37. For companies, these fault lines have become rallying points, around which powerful new (or reinvigorated) brands are being built.37
  38. 38. The fault lines are here. They are affecting our livesand our businesses now.The only question left to ask is,on which side of the divide doyou stand?
  39. 39. Thank you for your attention!For more information,please contact:Cocoon GroupDouglas Kaufman The full version of this can be found on:(+420) 222 998 598 Pruhonu 13 Cocoon_Group/facebook-generation170 00 - PragueCzech© Cocoon Group 2011 All Rights Reserved
  40. 40. Image sourcesSlide 2: 3: 4: 6: 11: 16: 18: 25: 26: 30: www.comedycentral.comSlide 31: www.cmt.comSlide 35: www.perdidos6temporada.comSlide 37: 41: www.chopper-tattoo.comSlide 43: 52: 53: 55: 57: images provided by Shutterstock.