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Always on: lo scenario dei valori e dei trend - Squadrati

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Always on significa essere sempre connessi, sempre in comunicazione. Ma quali sono i 6 cambi di paradigma che ha innescato questo fenomeno? E quali sono i 4 trend di reazione all'overload informativo che ne consegue? Lo raccontiamo con schemi teorici ed esempi concreti.

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Always on: lo scenario dei valori e dei trend - Squadrati

  1. 1. Squadratiengaging market research “ALWAYS ON” LO SCENARIO DEI VALORI
  2. 2. 2 ‣ Struttura della conoscenza: da verticale a orizzontale ‣ Rapporto con le informazioni: dal carico informativo al sovraccarico informativo ‣ Rapporto con la tecnologia: da sequenziale a interstiziale ‣ Dimensione del tempo: dal tempo continuo al tempo puntiforme ‣ Struttura della comunicazione: dall’interazione all’esibizione ‣ Forma del linguaggio: da formale a informale 6 CAMBI DI PARADIGMA
  3. 3. 3 Dalla connessione come attività dedicata (“mi disconnetto dal mondo offline e mi connetto online”) siamo passati alla connessione come attività da svolgere in parallelo ad altre. Questo ha due conseguenze: ‣ Influenza le nostre relazioni interpersonali e ridefinisce il concetto di attenzione: dall’attenzione dedicata si passa a un attenzione multitasking. ‣ Influenza l’innovazione dei device che devono essere piccoli nelle dimensioni e user friendly, pronti a piegarsi a un uso interstiziale, pena l’uso dedicato: es. l’uso dell’ipad limitato al mondo del lavoro. sequenziale vs. interstiziale RAPPORTO CON LA TECNOLOGIA Spot Apple: connettersi online senza disconnettersi dall’offline Second life: online come replica dell’offline
  4. 4. 4 La maggiore accessibilità delle fonti permette di soddisfare sempre e ovunque la nostra curiosità, ma dà vita a documentazioni veloci e superficiali: proprio perché sappiamo di avere sempre la soluzione a portata di mano, siamo meno portati a riflettere e approfondire. ‣ Dall’approfondimento verticale si passa a un conoscenza orizzontale. ‣ La riflessione lascia spazio all’urgenza comunicativa. STRUTTURA DELLA CONOSCENZA verticale vs. orizzontale “Meglio un tweet oggi che un post sul blog domani”
  5. 5. 5 Mentre nella società premoderna il tempo è circolare (ciclico) e nella società moderna il tempo è lineare, nella postmodernità il tempo è puntiforme: è il tempo della fretta (bisogna essere sempre avanti) e il tempo della frammentarietà (tanti eventi slegati tra loro) [Bauman] Il web ha un grosso ruolo in tutto questo: presidiando molti canali, una stessa informazione giunge a noi tante volte, cosa che che ne fa esaurire più velocemente il ciclo di vita: ogni avvenimento ci sembra subito obsoleto. tempo continuo vs. puntiforme DIMENSIONE DEL TEMPO
  6. 6. 6 Viviamo in un regime di ipercomunicazione in cui quasi ogni scambio comunicativo avviene in pubblico (forum, blog, facebook, twitter ecc.) Ne segue che ogni interazione 1 a 1 è sempre un’interazione 1 a molti; che ogni dialogo è sempre condotto prevedendo la presenza di un pubblico “in remoto”, di uno sguardo terzo. La comunicazione diventa quindi un’esibizione prima che un’interazione, e per questo è spesso netta, tranchant, ironica, compiaciuta... STRUTTURA DELLA COMUNICAZIONE interazione vs. esibizione
  7. 7. 7 La difficoltà nel tracciare una linea di separazione tra attività online e esperienza offline ha portato a un appiattimento delle differenze nel modo in cui abitiamo i diversi canali. Un appiattimento che è evidente nel linguaggio: scriviamo un post o un tweet come se stessimo parlando: scriviamo una lingua parlata, assai poco formale. FORMA DEL LINGUAGGIO formale vs. informale
  8. 8. 8 La moltiplicazione di canali ha portato a una moltiplicazione delle informazioni che riceviamo ogni giorno. Siamo sottoposti a un overload informativo. Metaforicamente parlando siamo una società che soffre di ADSD (Attention-Deficit/Hyperactivity Disorder). RAPPORTO CON LE INFORMAZIONI carico vs. sovraccarico informativo
  9. 9. 9 Ogni giorno riceviamo una mole di informazioni e di comunicazioni che eccede la nostra capacità di recepirle. Quali sono le diverse reazioni a questo overload informativo? Proviamo a sintetizzarle...
  10. 10. 2 CAOS (x) Subisco l’overload, rinunciando a selezionare o guidare le informazioni che ricevo. Quadrato semiotico dell’overload informativo
  11. 11. 2 Quadrato semiotico dell’overload informativo CONTROLLO (y) Reagisco all’overload cercando di gestire attivamente il flusso di informazioni. CAOS (x) Subisco l’overload, rinunciando a selezionare o guidare le informazioni che ricevo.
  12. 12. 2 UNPLUGGING (non x) Rinuncio all’overload e scelgo di disconnettermi e tornare all’esperienza offline. CONTROLLO (y) Reagisco all’overload cercando di gestire attivamente il flusso di informazioni. CAOS (x) Subisco l’overload, rinunciando a selezionare o guidare le informazioni che ricevo. Quadrato semiotico dell’overload informativo
  13. 13. 2 SERENDIPITY (non y) Visto che non posso controllare il flusso, preferisco esplorarlo, facendomi guidare dagli algoritmi. UNPLUGGING (non x) Rinuncio all’overload e scelgo di disconnettermi e tornare all’esperienza offline. CONTROLLO (y) Reagisco all’overload cercando di gestire attivamente il flusso di informazioni. CAOS (x) Subisco l’overload, rinunciando a selezionare o guidare le informazioni che ricevo. Quadrato semiotico dell’overload informativo
  14. 14. 14 CAOS (X) La situazione di caos si basa sull’accumulo di informazioni e comunicazioni di cui non riusciamo o rinunciamo a stabilire l’attendibilità o il peso. Con le parole di Umberto Eco: “L’umanità si è sempre aggirata intorno al problema dell’organizzazione e controllo dell’enciclopedia. (...) La funzione dell’enciclopedia non è soltanto quella di conservare un sapere comune che permette la comunicazione, ma anche di filtrarlo. Internet registra potenzialmente tutto, ma non offre gli strumenti per filtrare l’informazione.” Umberto Eco, intervista per ARA (Archives Audiovisuelles de la Recherche, http://bit.ly/EcoAra)
  15. 15. 15 CONTROLLO (Y) Il controllo è un trend dominante e in crescita. Si basa sulla costruzione e l’aggiornamento di gerarchie e priorità per gestire la complessità informativa online, rendere più efficiente la fruizione dei contenuti, ma anche per mettere un ordine nella complessità del mondo offline. Ecco alcuni segnali: Contenuti: Feedly, Storify, boards di Pinterest... Social: liste di Twitter, cerchie di Google... Sistemi di recensione: Tripadvisor, Foursquare, Yelp. Quantified self: Nike+, Mint, Lift, Sleep Cycle, Empatica.
  16. 16. 16 UNPLUGGING (NON X) L’unplugging è un trend in crescita e si basa sul rifiuto (temporaneo o continuo) del ritmo comunicativo stabilito dall’iperconnessione. I segnali: Virtual suicides: Il 48,3% dei suicidi virtuali di Facebook sono connessi a motivi di privacy; 26,1%: generale insoddisfazione; 6%: timore di diventarne dipendenti. (Statcounters/Eircom 2013) Unplugging app: Unplug & Reconnect, Pause, Freedom. Sono app che mettono offline il telefono per un lasso di tempo stabilito. ll paradosso è che abbiamo delegato questa funzione di disconnessione proprio allo strumento di connessione per eccellenza.
  17. 17. 17 SERENDIPITY (NON Y) La serendipity è un trend più piccolo, ma dirompente, basato su una forte componente di curiosità, esplorazione e scoperta. Eccone i segnali: Anti-social network: Rando, app con cui mandiamo foto temporizzate a sconosciuti scelti a caso dalla app, e le funzioni di Wechat (drift bottle, shake), che ci connettono a persone sconosciute, creano relazioni transitorie ed esperienze di comunicazione casuali. Trust the algorithm: Stumble Upon, Pandora, chiedono fiducia all’utente. Il software apprende i suoi gusti e gli fa scoprire contenuti potenzialmente interessanti per lui.
  18. 18. 13 Squadrati srls Via Ripamonti 44 - 20141 - Milano squadrati@squadrati.com www.squadrati.com

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