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I'm	
   a	
   modern	
   man,	
   digital	
   and	
   smoke-­‐free;	
   a	
   man	
   for	
   the	
   millennium.	
   A	
   diversified,	
   mul;-­‐cultural,	
   post-­‐modern	
  
deconstruc;onist;	
  poli;cally,	
  anatomically	
  and	
  ecologically	
  incorrect.	
  I've	
  been	
  uplinked	
  and	
  downloaded,	
  I've	
  been	
  
inpuAed	
   and	
   outsourced.	
   I	
   know	
   the	
   upside	
   of	
   downsizing,	
   I	
   know	
   the	
   downside	
   of	
   upgrading.	
   I'm	
   a	
   high-­‐tech	
   low-­‐
life.	
  A	
  cuCng-­‐edge,	
  state-­‐of-­‐the-­‐art,	
  bi-­‐coastal	
  mul;-­‐tasker,	
  and	
  I	
  can	
  give	
  you	
  a	
  gigabyte	
  in	
  a	
  nanosecond.	
  I'm	
  new-­‐
wave,	
  but	
  I'm	
  old-­‐school;	
  and	
  my	
  inner	
  child	
  is	
  outward-­‐bound.	
  I'm	
  a	
  hot-­‐wired,	
  heat-­‐seeking,	
  warm-­‐hearted	
  cool	
  
customer;	
  voice-­‐ac;vated	
  and	
  bio-­‐degradable.	
  I	
  interface	
  with	
  my	
  database;	
  my	
  database	
  is	
  in	
  cyberspace;	
  so	
  I'm	
  
interac;ve,	
   I'm	
   hyperac;ve,	
   and	
   from	
   ;me	
   to	
   ;me	
   I'm	
   radioac;ve.	
   Behind	
   the	
   eight	
   ball,	
   ahead	
   of	
   the	
   curve,	
   ridin'	
  
the	
   wave,	
   dodgin'	
   the	
   bullet,	
   pushin'	
   the	
   envelope.	
   I'm	
   on	
   point,	
   on	
   task,	
   on	
   message,	
   and	
   off	
   drugs.	
   I've	
   got	
   no	
  
need	
  for	
  coke	
  and	
  speed;	
  I've	
  got	
  no	
  urge	
  to	
  binge	
  and	
  purge.	
  I'm	
  in	
  the	
  moment,	
  on	
  the	
  edge,	
  over	
  the	
  top,	
  but	
  
under	
  the	
  radar.	
  A	
  high-­‐concept,	
  low-­‐profile,	
  medium-­‐range	
  ballis;c	
  missionary.	
  A	
  street-­‐wise	
  smart	
  bomb.	
  A	
  top-­‐
gun	
  boAom-­‐feeder.	
  I	
  wear	
  power	
  ;es,	
  I	
  tell	
  power	
  lies,	
  I	
  take	
  power	
  naps,	
  I	
  run	
  victory	
  laps.	
  I'm	
  a	
  totally	
  ongoing,	
  
big-­‐foot,	
  slam-­‐dunk	
  rainmaker	
  with	
  a	
  pro-­‐ac;ve	
  outreach.	
  A	
  raging	
  workaholic,	
  a	
  working	
  rageaholic;	
  out	
  of	
  rehab	
  
and	
  in	
  denial.	
  I've	
  got	
  a	
  personal	
  trainer,	
  a	
  personal	
  shopper,	
  a	
  personal	
  assistant,	
  and	
  a	
  personal	
  agenda.	
  You	
  can't	
  
shut	
  me	
  up;	
  you	
  can't	
  dumb	
  me	
  down.	
  'Cause	
  I'm	
  ;reless,	
  and	
  I'm	
  wireless.	
  I'm	
  an	
  alpha-­‐male	
  on	
  beta-­‐blockers.	
  I'm	
  
a	
   non-­‐believer,	
   I'm	
   an	
   over-­‐achiever;	
   Laid-­‐back	
   and	
   fashion-­‐forward.	
   Up-­‐front,	
   down-­‐home;	
   low-­‐rent,	
   high-­‐
maintenance.	
   I'm	
   super-­‐sized,	
   long-­‐las;ng,	
   high-­‐defini;on,	
   fast-­‐ac;ng,	
   oven-­‐ready	
   and	
   built	
   to	
   last.	
   A	
   hands-­‐on,	
  
footloose,	
  knee-­‐jerk	
  head	
  case;	
  prematurely	
  post-­‐trauma;c,	
  and	
  I	
  have	
  a	
  love	
  child	
  who	
  sends	
  me	
  hate-­‐mail.	
  But	
  
I'm	
  feeling,	
  I'm	
  caring,	
  I'm	
  healing,	
  I'm	
  sharing.	
  A	
  suppor;ve,	
  bonding,	
  nurturing	
  primary-­‐care	
  giver.	
  My	
  output	
  is	
  
down,	
  but	
  my	
  income	
  is	
  up.	
  I	
  take	
  a	
  short	
  posi;on	
  on	
  the	
  long	
  bond,	
  and	
  my	
  revenue	
  stream	
  has	
  its	
  own	
  cash	
  flow.	
  
I	
  read	
  junk	
  mail,	
  I	
  eat	
  junk	
  food,	
  I	
  buy	
  junk	
  bonds,	
  I	
  watch	
  trash	
  sports.	
  I'm	
  gender-­‐specific,	
  capital-­‐intensive,	
  user-­‐
friendly	
  and	
  lactose-­‐intolerant.	
  I	
  like	
  rough	
  sex;	
  I	
  like	
  tough	
  love.	
  I	
  use	
  the	
  f-­‐word	
  in	
  my	
  e-­‐mail.	
  And	
  the	
  soNware	
  on	
  
my	
  hard	
  drive	
  is	
  hard-­‐core—no	
  soN	
  porn.	
  I	
  bought	
  a	
  microwave	
  at	
  a	
  mini-­‐mall.	
  I	
  bought	
  a	
  mini-­‐van	
  at	
  a	
  mega-­‐store.	
  
I	
   eat	
   fast	
   food	
   in	
   the	
   slow	
   lane.	
   I'm	
   toll-­‐free,	
   bite-­‐size,	
   ready-­‐to-­‐wear,	
   and	
   I	
   come	
   in	
   all	
   sizes.	
   A	
   fully	
   equipped,	
  
factory-­‐authorized,	
   hospital-­‐tested,	
   clinically	
   proven,	
   scien;fically	
   formulated	
   medical	
   miracle.	
   I've	
   been	
   pre-­‐
washed,	
   pre-­‐cooked,	
   pre-­‐heated,	
   pre-­‐screened,	
   pre-­‐approved,	
   pre-­‐packaged,	
   post-­‐dated,	
   freeze-­‐dried,	
   double-­‐
wrapped	
   and	
   vacuum-­‐packed.	
   And	
   I	
   have	
   unlimited	
   broadband	
   capacity.	
   I'm	
   a	
   rude	
   dude,	
   but	
   I'm	
   the	
   real	
   deal.	
  
Lean	
  and	
  mean.	
  Cocked,	
  locked	
  and	
  ready	
  to	
  rock;	
  rough,	
  tough	
  and	
  hard	
  to	
  bluff.	
  I	
  take	
  it	
  slow,	
  I	
  go	
  with	
  the	
  flow;	
  I	
  
ride	
  with	
  the	
  ;de,	
  I've	
  got	
  glide	
  in	
  my	
  stride.	
  Drivin'	
  and	
  movin',	
  sailin'	
  and	
  spinnin';	
  jivin'	
  and	
  groovin',	
  wailin'	
  and	
  
winnin'.	
  I	
  don't	
  snooze,	
  so	
  I	
  don't	
  lose.	
  I	
  keep	
  the	
  pedal	
  to	
  the	
  metal	
  and	
  the	
  rubber	
  on	
  the	
  road.	
  I	
  party	
  hearty,	
  and	
  
lunch;me	
  is	
  crunch	
  ;me.	
  I'm	
  hangin'	
  in,	
  there	
  ain't	
  no	
  doubt;	
  and	
  I'm	
  hangin'	
  tough.	
  Over	
  and	
  out.	
  By	
  George	
  Carlin	
  

Digital	
  Communica;on	
  
Old	
  media	
  
Old	
  media	
  
New	
  media	
  
New	
  media	
  
New	
  media	
  
Personaliza;on	
  
“A	
  squirrel	
  dying	
  in	
  front	
  of	
  your	
  house	
  may	
  be	
  more	
  relevant	
  to	
  your	
  
interests	
  right	
  now	
  than	
  people	
  dying	
  in	
  Africa”	
  Mark	
  Zuckerberg	
  	
  
Personaliza;on	
  
Behavior	
  tracking:	
  loca;on,	
  previous	
  ac;vity,	
  computer	
  data	
  
Google:	
  57	
  signs	
  when	
  you	
  are	
  logged	
  out	
  
Content,	
  adver;sing	
  
You	
  can’t	
  control	
  
	
  
•  Google,	
  YouTube,	
  Facebook,	
  news	
  sites	
  
• 
• 
• 
• 
Filter	
  Bubble	
  
Personal	
  universe	
  
•  It	
  shows	
  us	
  it	
  thinks	
  we	
  want	
  to	
  see	
  and	
  not	
  we	
  need	
  to	
  see	
  
•  You	
  don’t	
  decide	
  what	
  gets	
  in	
  
•  You	
  don’t	
  see	
  what	
  gets	
  edited	
  out	
  

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Digital Communication

  • 1. I'm   a   modern   man,   digital   and   smoke-­‐free;   a   man   for   the   millennium.   A   diversified,   mul;-­‐cultural,   post-­‐modern   deconstruc;onist;  poli;cally,  anatomically  and  ecologically  incorrect.  I've  been  uplinked  and  downloaded,  I've  been   inpuAed   and   outsourced.   I   know   the   upside   of   downsizing,   I   know   the   downside   of   upgrading.   I'm   a   high-­‐tech   low-­‐ life.  A  cuCng-­‐edge,  state-­‐of-­‐the-­‐art,  bi-­‐coastal  mul;-­‐tasker,  and  I  can  give  you  a  gigabyte  in  a  nanosecond.  I'm  new-­‐ wave,  but  I'm  old-­‐school;  and  my  inner  child  is  outward-­‐bound.  I'm  a  hot-­‐wired,  heat-­‐seeking,  warm-­‐hearted  cool   customer;  voice-­‐ac;vated  and  bio-­‐degradable.  I  interface  with  my  database;  my  database  is  in  cyberspace;  so  I'm   interac;ve,   I'm   hyperac;ve,   and   from   ;me   to   ;me   I'm   radioac;ve.   Behind   the   eight   ball,   ahead   of   the   curve,   ridin'   the   wave,   dodgin'   the   bullet,   pushin'   the   envelope.   I'm   on   point,   on   task,   on   message,   and   off   drugs.   I've   got   no   need  for  coke  and  speed;  I've  got  no  urge  to  binge  and  purge.  I'm  in  the  moment,  on  the  edge,  over  the  top,  but   under  the  radar.  A  high-­‐concept,  low-­‐profile,  medium-­‐range  ballis;c  missionary.  A  street-­‐wise  smart  bomb.  A  top-­‐ gun  boAom-­‐feeder.  I  wear  power  ;es,  I  tell  power  lies,  I  take  power  naps,  I  run  victory  laps.  I'm  a  totally  ongoing,   big-­‐foot,  slam-­‐dunk  rainmaker  with  a  pro-­‐ac;ve  outreach.  A  raging  workaholic,  a  working  rageaholic;  out  of  rehab   and  in  denial.  I've  got  a  personal  trainer,  a  personal  shopper,  a  personal  assistant,  and  a  personal  agenda.  You  can't   shut  me  up;  you  can't  dumb  me  down.  'Cause  I'm  ;reless,  and  I'm  wireless.  I'm  an  alpha-­‐male  on  beta-­‐blockers.  I'm   a   non-­‐believer,   I'm   an   over-­‐achiever;   Laid-­‐back   and   fashion-­‐forward.   Up-­‐front,   down-­‐home;   low-­‐rent,   high-­‐ maintenance.   I'm   super-­‐sized,   long-­‐las;ng,   high-­‐defini;on,   fast-­‐ac;ng,   oven-­‐ready   and   built   to   last.   A   hands-­‐on,   footloose,  knee-­‐jerk  head  case;  prematurely  post-­‐trauma;c,  and  I  have  a  love  child  who  sends  me  hate-­‐mail.  But   I'm  feeling,  I'm  caring,  I'm  healing,  I'm  sharing.  A  suppor;ve,  bonding,  nurturing  primary-­‐care  giver.  My  output  is   down,  but  my  income  is  up.  I  take  a  short  posi;on  on  the  long  bond,  and  my  revenue  stream  has  its  own  cash  flow.   I  read  junk  mail,  I  eat  junk  food,  I  buy  junk  bonds,  I  watch  trash  sports.  I'm  gender-­‐specific,  capital-­‐intensive,  user-­‐ friendly  and  lactose-­‐intolerant.  I  like  rough  sex;  I  like  tough  love.  I  use  the  f-­‐word  in  my  e-­‐mail.  And  the  soNware  on   my  hard  drive  is  hard-­‐core—no  soN  porn.  I  bought  a  microwave  at  a  mini-­‐mall.  I  bought  a  mini-­‐van  at  a  mega-­‐store.   I   eat   fast   food   in   the   slow   lane.   I'm   toll-­‐free,   bite-­‐size,   ready-­‐to-­‐wear,   and   I   come   in   all   sizes.   A   fully   equipped,   factory-­‐authorized,   hospital-­‐tested,   clinically   proven,   scien;fically   formulated   medical   miracle.   I've   been   pre-­‐ washed,   pre-­‐cooked,   pre-­‐heated,   pre-­‐screened,   pre-­‐approved,   pre-­‐packaged,   post-­‐dated,   freeze-­‐dried,   double-­‐ wrapped   and   vacuum-­‐packed.   And   I   have   unlimited   broadband   capacity.   I'm   a   rude   dude,   but   I'm   the   real   deal.   Lean  and  mean.  Cocked,  locked  and  ready  to  rock;  rough,  tough  and  hard  to  bluff.  I  take  it  slow,  I  go  with  the  flow;  I   ride  with  the  ;de,  I've  got  glide  in  my  stride.  Drivin'  and  movin',  sailin'  and  spinnin';  jivin'  and  groovin',  wailin'  and   winnin'.  I  don't  snooze,  so  I  don't  lose.  I  keep  the  pedal  to  the  metal  and  the  rubber  on  the  road.  I  party  hearty,  and   lunch;me  is  crunch  ;me.  I'm  hangin'  in,  there  ain't  no  doubt;  and  I'm  hangin'  tough.  Over  and  out.  By  George  Carlin   Digital  Communica;on  
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  • 10. Personaliza;on   “A  squirrel  dying  in  front  of  your  house  may  be  more  relevant  to  your   interests  right  now  than  people  dying  in  Africa”  Mark  Zuckerberg    
  • 11. Personaliza;on   Behavior  tracking:  loca;on,  previous  ac;vity,  computer  data   Google:  57  signs  when  you  are  logged  out   Content,  adver;sing   You  can’t  control     •  Google,  YouTube,  Facebook,  news  sites   •  •  •  • 
  • 12. Filter  Bubble   Personal  universe   •  It  shows  us  it  thinks  we  want  to  see  and  not  we  need  to  see   •  You  don’t  decide  what  gets  in   •  You  don’t  see  what  gets  edited  out