The Meaning of (Branded) Pervasive Technology in Public Space | van Waart

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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image: http://www.photoeverywhere.co.uk

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

electron@flickr.com

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: niculina@flickr.com

“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

peter@vanwaart.com

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

p.van.waart@hro.nl

www.humancenteredict.nl

Thank you!