dr. szvetelszky zsuzsanna
TRANSCRIPT
Szvetelszky Zsuzsa
Be adaptive!
It is not the strongest of the species that
survives, nor the most intelligent that
survives. It is the one that is most adaptable
to change.
Charles Darwin
Origin of Species
Be the change!
“Be the change that you wish to see in the
world.”
Mahatma Gandhi
Culture is like luggage we always carry
• Survival
• Information
• Prediction
• Maintenance of interpersonal relationships
and personal goals
A kaleidoscope
Culture influences communication: what we are
• How we act
• How we think
• How we talk
• How we listen
Everyone wants their story told
As Hamlet is dying, his last request to Horatio is his story to be told later on. He articulates the wish in all of us
We start learning to tell stories
and listen to stories at the age of 2,
and spend the rest of our lives
telling stories
We start our life as storytellers, and then we are taught at school to unlearn this technology, to use abstract language. We are taught that knowledge is abstract and storytelling is for children…
Spread and change of beliefs People don’t believe
what you tell them
They rarely believe
what you show them
They often believe
what their friends tell them
They always believe
what they tell themselves
Products that are remarkable
get talked about
We the People - We are searching for differences
- We are searching for causation
(cause-effect relation)
- We are trying to tell the future
- We deny things that don’t fit into
our worldview, and we tend to find
an explanation for this.
- We don’t like coincidences, we rather
lie to ourself: too much information means
that the consumer has to make immediate decisions
Our decisions are not based on facts,
but the stories shaping our lives
Good brands need good stories – better stories
make better brands
The story is the product itself: a keepsake which reminds us of how we have felt in that place
A good story is
• remarkable
• coherent
• original
Stories facilitate our perception
of the world
Your story doesn’t have to
change the consumers worldview,
it’s enough if you contribute to it
ICT-influences
The networked communication technologies and social media exert at least three direct influences on spreading:
1. decrease the unavoidable and accidental modification of information in the course of spreading due to their technological perfection
2. speed up the process of dissemination
3. shorten or compact the messages
The Stalking Generation – the first global
generation
• Readiness for change
• Transparency vs exhibitionism
• Proximal technology
• Foursquare? Instagram? Facebook, Youtube, Google!
Thank you for your attention!