Participatory Culture - A Crash Course
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Transcript of Participatory Culture - A Crash Course
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PARTICIPATORY CULTURE- A CRASH COURSE
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Blogged since 2004 Former knowledge director
Co-founder and partner
Christian Schwarz Lausten
Juggling since 1988
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HELPING OUR CLIENTS NAVIGATE DIGITAL TECHNOLOGIES AND NEW MEDIA
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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
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CONTROL
MONOLOGUE HIERARCHYINFORMATION
OBSERVATIONUNIFORMITY
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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
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MASS COMMUNICATION
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FLEXIBILITY
DIALOGUE
OPENNESS
INTERACTION
PARTICIPATION
DIVERSITY
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FROM STANDARDIZATION
TO CUSTOMIZATION
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FROM TRANSACTION
TO CONTINUAL EXCHANGE
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FROM AUDIENCES
TO PARTICIPANTS
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FROM MESSAGE
TO DIALOGUE
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FROM INFLUENCE
TO RELATIONSHIP
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“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
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WHY NOW?
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Crucial social platforms
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Crucial social platforms
MicroBlogging
RSS
Blogging
SocialNetworking
ChatRooms
Mapservices
PodcastsVideo-sharing
Widgets
Photo-sharing
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HELP YOUR CUSTOMERS
PARTICIPATE & CO-CREATE
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“Metaphors may create realities for us, especially social relations. A metaphor may thus be the
guide for future actions.”- George Lakoff & Mark Johnson
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”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...