the meaning of (branded) pervasive technology in public space | van waart
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The Meaning of(Branded) Pervasive Technologyin Public Space
Picnic 2010, Amsterdam, September 24th
Peter van Waart
Internet of Things: The Fall of Democracy?
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Public space
Public space:who owns the place?
People
State
Corpora
tions
infrastructure, cultural heritage, safety, …
media, consumption goods, retail, leisure, …
collective needs freedom(?) of choice
citizens, inhabitants, users- humans -
State Corporations
People
Pervasive technology in public space
– Who’s going to make the content?– Who’s going to make the money?– Who’s going to make the meaning?
What companies can do: meaningful branding
Meaningful brandedpervasive systems
Those pervasive systems and applications that enhance social capital as collective goods involving shared goals and values and social norms of reciprocity, are most usable to be of meaning over time
Carroll, J.M. & Mentis,H.M. In: Schifferstein et al., 2008
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Meaning
Human beings act toward things on the basis of the meanings that things have for them
These meanings are a product of social interaction in society.
These meanings are modified through a process of interpretation, which each individual deploys when dealing with the things that s/he encounters.
George H. Mead.
Mind, Self and Society (1934).
The Philosophy of the Act (1938).
Meaning is in the mind of the beholderMeaning
humanvalues
Inspired by P. Desmet: Model of product emotions. 2002. TU Delft.
meaning
Process of interpreting meaning
things
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Human values
Human values
The wordle displays the
terminal values defined by
Rokeach, M. (1973).
The Nature of Human Values.
New York: The Free Press.
“desirable, transsituational goals, varying in importance, that serve as guiding principles in peoples’ lives” (Schwarz, 2003)
Human values drive behaviourguiding principles in life -> lifestyles
Lifestyles
– Play a crucial role in people’s daily life
– People present themselves in social interactions through consumption of specific products (fashion, music, furniture, etc.)
– Members of the same lifestyle group share preferences, norms and values
Bourdieu, Distinction, 1984.
Mentality® Motivaction
Waarden-gebaseerde segmentatieHow to comply to value segments
on a national scale …
… and an international scale?
Brands
Collected by Martien Heijmink
Brands and human valuesin the Experience Economy
Pine & Gilmore, The Experience Economy, 2000.Illustration: [email protected]
“Business innovation[towards a more sustainable world]
by creating experiences that address customers’ essential human need for meaning.”
Steve Diller, Nathan Shedroff and Darrel Rhea (Making Meaning, 2006)
Meaning is in the mind of the beholderBrands and meaning
Brand values and human values
humanvalues brands
Inspired by P. Desmet: Model of product emotions. 2002. TU Delft.
meaning
Brands should adapt to human values to be of meaning
Meaningful interactive pervasive technology in public space
Brands can empower people in public space with shared access to pervasive technology with which people can socially interact and co-create content that conveys meaning
Peter van Waart
http://nl.linkedin.com/in/petervanwaart/
@petervanwaart
Council, a Thinktank for The Internet of Things
Rotterdam University of Applied Sciences
School of Communication, Media and Information Technology
Research Group Human Centered ICT
www.humancenteredict.nl
Thank you!