Wednesday, 20 October 2010

"Change is in the hand of digital natives" Alex Giordano

Article taken from and translated for you.

In Italy at the Roman Camp barcamp Youmark interviewing our Alex Giordano, a member of the Scientific Committee under the thematic "innovology" and strategic planner of Ninja LAB, the laboratory that developed the strategic creative viral campaign "If I were the Minister...".

We report here the main steps of the interview with Frank Maute, while here you can find the complete article [in italian language].

The reporter asked to Alex Giordano, how crowdsourcing can grow to serve even the most noble causes of the country ...

"There is a generational attitude that enjoys of media universe far more complex, featuring an integrated use of media, with the possibility of establishing feedback and reports online. And is not about just technological opportunities, but about the birth of a new way of being citizens, becoming real 'media', that can have can tell their opinions, in an active way. Individual characters that give a sense of contribution to the community through blogging, or sharing of posts on social media.

Entering a new ecosystem
In this sense, 2.0 universe appears to be almost obsolete, we are moving into a new ecosystem, made by its component technologies (ex: social media), but also by the community imagined by those who frequent it. The critical aspect is the value. A certain attitude to the use of these facilities provides, in fact, a vertical reflow of relationship between power and citizens, beyond the market, towards a dynamic of horizontal relationships to recirculate transparency and meritocracy.

From an evolutionary point of view, Web 2.0 has recovered the survival human instinct. Behind the words coogeneration and network society are hidden values as solidarity, authenticity, relationships, as opposed to individualism that seems to pervade our offline reality. The conversations in social media are between communities, not between individuals, so it's interesting to see the "linking value" that this communities give to their being together. The sense of the spontaneous and free action online is finalized to the social action, if we do not have friends on Facebook, what can be its meaning?

Change is in the hands of digital natives
Change is in the hands of digital natives, of the very young people that will mature, at cognitive level, the ability to such means. In this we are only just at the beginning. Today, all the attention still on social media aspect, trying to find a way to interact opportunistically with the new, reiterating the old mindset. Our idea, however, has always been to work from bottom to undermine the old ways, to bring new values. We need to stop to see the media as something on which invest, but as a new ecosystem to learn from. And the companies are not ready to do it, so marketing can only pollute the inevitable evolutionary journey. It should stop being decided at the table, but it should open itself up to what people say... while walking, eating, or are in front of the PC. Because imagination's role is passing from marketing's hands departments to those of citizens.

Because of this marketing's future isn't in big corporations' the hands, but in the new start-ups' hands. United in Network to move from marketing to societing, in a less predatory way. Companies, in fact, must learn to overcome narrow confines of reasoning to its market, to feel themselves 100% social subjects, working in a social context. And it is the only way to exit from bankruptcy and from the present crisis. "

No comments:

Post a Comment