from rural life to virtual community? presentation for i2tic meeting
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The rural Catalan communities facing the Information and Knowledge Society new
scenario, the case of ‘La Conca de Barberà’.
ICT4RD@ricardespelt
i2TIC | IN3 – UOC 18 | 07 | 2012
From rural life to virtual community?
ICT4RD | Ricard Espelt
+ strength + expansion
ICT4RD | Ricard Espelt
From rural life to virtual community
Rheingold, R. (1993) “Virtual communities”, Reading MA: Addison-Wesley (p.5)
Rheingold
resilience
Bateman & Lyon
From rural life to virtual community
ICT4RD | Ricard Espelt
Socializing forms+
Quick and direct interaction spaces
Feenberg&Bakardjieva
From rural life to virtual communityICT4RD | Ricard Espelt
Feenberg,A.&Bakardjieva,M. (2004). Virtual Community: No'Killer Implication. New Media&Society
Woolgar
From rural life to virtual community
New socializing forms+
Specifying reality and virtuality Woolgar, S. (2002) Sociedad virtual? Tecnología, "cibérbole", realidad. UOC Ed., Barcelona.
ICT4RD | Ricard Espelt
Preece
From rural life to virtual community
Interaction among community members thanks to technology platforms
Preece, J. (2000) Online Communities: Designing Usability, Supporting Sociability
ICT4RD | Ricard Espelt
Porter
From rural life to virtual community
Integration between online and offline activity
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Porter, M. (2001) Strategy and the Internet Harvard Business Review, Vol.79.
Wellman
From rural life to virtual community
Getting over traditional geographic gaps
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Wellman, B.; Qaun-Haase, A.; Boase, J.; Chen, W. ;Hampton, K.; Isla de Díaz,I. & Miyata, K.(2003) The Social Affordances of the Internet for Networked Individualism. Journal of computer Mediated Communication , Vol. 8 (3).
Hine
From rural life to virtual community
ICT significance: Before its use vs. the moment of application
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Hine, C. (2002) Etnografía virtual (2000) Traducció Ed. UOC, 2004.
Relation between producer and community consumers through launched product
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Product relations around offline and online consumer community
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Possible values in the relation between ITC and product
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(1) (2)
TIC scheme to structure a producer community to be launched online (1)TIC scheme to structure an online consumer community (2)
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3 out of 4 Using ICT
ICT - Scale of Use
Email (94%)
Website (77%)
Social Networks (46%)
E-Commerce (20%)
ICT4RD | Ricard EspeltConca de Barberà ICT4RD Results
Website Languages
Catalan (96%)
Spanish (78%)
English (63%)
French (7%)
ICT4RD | Ricard EspeltConca de Barberà ICT4RD Results
E-Commerce Use
before 2010 (43%) | after 2010 (57%)
Reasons for E-commerce
More Information about Product (70%)
Enlarging Sales (45%)
Increasing Reputation (35%)
Customer Satisfaction (25%)
ICT4RD | Ricard EspeltConca de Barberà ICT4RD Results
ICT can increase consumers
Yes (63%) | No (11%) | Don’t know (26%)
ICT and consumer collaboration help to explore
new product lines or markets
Yes (37%) | No (32%) | Don’t know (31%)
ICT4RD | Ricard EspeltConca de Barberà ICT4RD Results
ICT reduces marketing costs
Yes (40%) | No (34%) | NS (26%)
ICT changes marketing process
Yes (34%) | No (34%) | NS (32%)
ICT improves innovation around the product
Yes (43%) | No (26%) | NS (31%)
ICT4RD | Ricard EspeltConca de Barberà ICT4RD Results
Website improves product information Yes (85%) | No (8%) | NS (7%)
Social networks improve product information Yes (75%) | No (25%)
Presence on Social Networks Yes (49%) | No (51%)
Social networks based on usageFacebook (40%) | Twitter (11%) | YouTube (6%)
Interaction on Social NetworksYes (44%) | No (56%)
ICT4RD | Ricard EspeltConca de Barberà ICT4RD Results
Findings Summary:
• Horizontal participation processes. • Transition from email to social networking. • Embryonic stage. • Faster use by individual farmers than rural communities. • Intermediary role Leadership still on. • Competitive advantages for small producers in particular. (Flexibility and
low cost). • Best examples - Adding producer family members. • More economic efforts in new media than traditional in ones. • New conception between rural and urban world: more proximity.• Beating geographical gaps. • Non Indicator Use.
Conca de Barberà ICT4RD Results
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4 lines to explore: Health + Learning + Disintermediation + Cooperation
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Increasing people interest for the products they consume. (My Farm)
+ info
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Linking production and learning(Fresh Roots Urban Farm Society)
+ info
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Linking consumers and selers(Farmbook)
+ info
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Controling Business(The People’s Supermarket)
+ info
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More interesting concepts to evaluate:
• Social farming (l’Olivera / La Fageda)• More dialogue and less seduction (Outlook 2012 - Creafutur)
• Crowdmarketing / Crowdcreation – La Catània• Crowdcuration• Crowdbuying
• Transition Towns Network • Open Source Ecology • JAK Medlemsbank / Coop57
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ICT4RD – La Conca de BarberàICT4RD Blog
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i2TIC | IN3 – UOC 18 | 07 | 2012
ICT4RD | Ricard Espelt