participatory culture - a crash course
Post on 18-Oct-2014
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DESCRIPTION
From cathedral to bazaar.From observation to participation.From passive consumers to active users.From mass communication to 1:1 relationsShifts are going on - get a 2 min. crash course.TRANSCRIPT
PARTICIPATORY CULTURE- A CRASH COURSE
Blogged since 2004 Former knowledge director
Co-founder and partner
Christian Schwarz Lausten
Juggling since 1988
HELPING OUR CLIENTS NAVIGATE DIGITAL TECHNOLOGIES AND NEW MEDIA
METAPHORS TO REALISE
“The challenge facing modern managers is to becomeaccomplished in the art of using metaphor to find new
ways of seeing, understanding, and shaping their actions.”
- Gareth Morgan
CONTROL
MONOLOGUE HIERARCHYINFORMATION
OBSERVATIONUNIFORMITY
ONE SIZE FITS ALL
”Any customer can have car painted any colour that he wants as long as it’s black.”
- Henry Ford
”Any customer can have the car painted any colour that he wants as long as it’s black.”
- Henry Ford
MASS COMMUNICATION
FLEXIBILITY
DIALOGUE
OPENNESS
INTERACTION
PARTICIPATION
DIVERSITY
FROM STANDARDIZATION
TO CUSTOMIZATION
FROM TRANSACTION
TO CONTINUAL EXCHANGE
FROM AUDIENCES
TO PARTICIPANTS
FROM MESSAGE
TO DIALOGUE
FROM INFLUENCE
TO RELATIONSHIP
“Consumers are beginning in a very real sense to own our brands and participate in their creation… We need to learn to begin to let go.”
- A. G. Lafley, CEO and Chairman of P&G
WHY NOW?
Crucial social platforms
Crucial social platforms
MicroBlogging
RSS
Blogging
SocialNetworking
ChatRooms
Mapservices
PodcastsVideo-sharing
Widgets
Photo-sharing
HELP YOUR CUSTOMERS
PARTICIPATE & CO-CREATE
“Metaphors may create realities for us, especially social relations. A metaphor may thus be the
guide for future actions.”- George Lakoff & Mark Johnson
”Any customer can have car painted any colour that he wants as long as
it’s black.”
- Henry Ford
“People who speak in metaphors should shampoo my crotch.”
- Jack Nicholson
HOWEVER...
