Materialità, Extended Self, New Media Literacy : processi di consumo nel mondo digitale

Transcript

1 Materialità, Extended Self, New Media Literacy : processi di consumo nel mondo digitale (e come gli oggetti partecipano alle dinamiche istituzionali dei mercati) Francesco Crisci, PhD Lezione di Marketing - Corso di Laurea in Economia Aziendale (Università di Udine, sede di Pordenone)

2 Il materiale utilizzato Episodio #01: Neil MacGregor: 2600 anni di storia in un oggetto, TED Conference, Febbraio 2012 Filmato e Trascrizione MacGregor N. (2010), The History of the World in 100 Objects, Penguin podcast trasmissione: 100 puntante della BBC Radio 4 Episodio #02: Massimo Banzi: Come Arduino rende open-source l immaginazione, TED Conference, Giugno Filmato e Trascrizione arduino.cc; store.arduino.cc; day.arduino.cc; forum.arduino.cc; processing.org; youtube.com/user/ arduinoteam 2

3 Ep. #01: Il cilindro di Ciro. Consuming History e la materialità degli oggetti credits: British Museum, Collection online, Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) license. 3

4 Archeologia come discipline of things The History of the World in 100 Objects (a British Museum and BBC Radio 4 project) as revelatory incident (Belk 1988, 2006): The MacGregor-method : «In these programs, I m travelling back in time and across the globe, to see how we humans have shaped our world and been shaped by it over the past two million years. And I m going to tell a history of the world in a way which has not been attempted before, by deciphering the messages which objects communicate across time messages about peoples and places, environments and interactions, about different moments in history and about our own time as we reflect upon it. I ve chosen just a hundred objects [ ], carefully designed and then either admired and preserved or used, broken and thrown away from a cooking pot to a golden galleon, from a Stone Age tool to a credit card, and all of them come from the collection of the BM» (MacGregor, ep. #01, January 2010, BBC Radio 4). 4

5 Materialità, Consuming History e Institutional Work consuming Performing and Playing Popular History Amateurs Histories history (*) History Enabling work - Narrative History - Local History - Reinhabiting the Past Policing - Autobiography & - Roots, Identity, Genealogy Personal Memoir - Mythologizing - Public Historian, Historian in Public - Popular Archaeology, Treasure Hunting - Role Playing and History Valourizing - New Sources, New Tools, - Living Museums/Living - New Archives History Routinizing - Historical Biography - History as Hobby, Collecting & Antiquing - institutional work (**) definitions Enabling work the creation of rules that facilitate, supplement and support institutions, such as the creation od authorizing agents or diverting resources Policing ensuring compliance through enforcement, auditing, and monitoring Mythologizing preserving the normative underpinning of an institution by creating and sustaining myths regarding its history Valourizing/ Demonizing providing for public consumption positive and negative examples that illustrates the normative foundations of an institution Routinizing actively infusing the normative foundations of an institution into the participants day to day routines and organizational practices 5

6 Come gli oggetti diventano cose (archaeological artifacts work as agents) Narrative History Autobiography and Personal Memoir Public Historian, Historian in Public Historical Biography Local History Roots, Identity, Genealogy Popular Archaeology/Treasure Hunting New Sources, New Tools, New Archives History as Hobby/Collecting & Antiquing Reinhabiting the Past Role Playing and History Living Museums/Living History Popular History Amateurs Histories Performing and Playing History form of Institutional Work Consuming History as a first-order categories second-order themes aggregate dimensions 6

7 How archaeological things are part of the institutional work? Consuming History concept: Narrative History Local History Reinhabiting the Past Autobiography & Personal Memoir Roots, Identity, Genealogy Public Historian/Historian in Public Popular Archaeology/ Treasure Hunting Role Playing and History New Sources, New Tools, New Archives Living Museums/Living History Historical Biography History as Hobby/ Collecting & Antiquing Enabling work Policing Mythologizing Valourizing Routinizing «How a society consumes its history is crucial to the understanding of contemporary popular culture, the issues at stake in representation itself, and the various means of selfor social construction available. Indeed, it allows us to question the very notion of consumption, too, articulating the concept across a variety of different media and socioeconomic models. Consumption practices influence what is packaged as history and work to define how the past manifests itself in society» (de Groot 2009: Introduction) 7

8 Discussione (1): Key Takeaways and Implications from (re)turn of things & materiality of the historical narrative (Olsen et al. 2012; Olsen 2013) to an archaeology of matter (in consumer behavior: Belk 2010, 2013; Tumbat, Belk 2013; Belk et al. 1989): empirical implication (de Groot 2009): the phenomena considered here tell us much about the possible relationship to, and valuing of, historical knowledge. They offer a series of versions of the past that suggest a variety of experience but also a deep sophistication in reading and responding to historical discourse (p. 6) theoretical implications for market system analysis (for example: Marketing Theory, 2017, special issue; Giesler, Fischer 2017): markets as complex social systems co-constitution of marketplace reality focus on change and development 8

9 Ep. #02: Arduino come artefatto digitale. Indagare linguaggi e pratiche di consumo i) Arduino è una piattaforma di prototipazione elettronica (un artefatto digitale) basata su software e hardware open source; ii) con un linguaggio di programmazione gratuito e originariamente pensato per artisti; iii) nell ambito di una comunità in cui il confine tra esperti e principianti si dissolve; iv) mentre i confini del fenomeno sono prodotti (e si rigenerano) dalla condivisione di conoscenze situate (geograficamente) ma costantemente on-line; v) in modo tale da incorporare in progetti correlati o derivati le conoscenze dei membri della comunità stessa 9

10 La software culture di Arduino Software culture e media digitali (Manovich 2013): «per creare, ricevere, distribuire e interagire con gli artefatti culturali il software rappresenta la nostra interfaccia con il mondo, con gli altri, con la nostra memoria e la nostra immaginazione» Arduino: prototipazione facile, veloce ed economica. La cultura del tinkering: giocare con la tecnologia, esplorare diverse possibilità direttamente su hardware e software, a volte senza uno scopo ben definito (Manuale, p. 22). Le proprietà dei media digitali ( nel/dal caso Arduino): la manipolazione delle tastiere (sono rappresentazione numeriche) il patchin (hanno una struttura modulare) il circuit bending (permettono una certa automazione) amiamo i rifiuti e modificare i giocattoli (la variabilità riguarda la mutabilità e liquidità dei dati) collaborazione (la transcodifica culturale configura l artefatto da un punto di vista culturale e informatico) 10

11 Digital Dimension of Extended Self (Belk 2013) Self Dematerialization - Re-Embodiment Sharing Co-Construction of Self Distributed memory - Avatars affect offline self (Proteus effects) - Multiplicity of selves - Self Revelation - Loss of control - Affirmation of self - Building aggregate extended self - Narratives of self Possessions - Attachment to & Singularization - Almost, but not quite the same - Attachment to avatars - Aggregate possessions - Sense of shared (cyber)place online - Digital clutter - Digital cues to sense of past - 11

12 Digital Dimension of Consumers Work Media/Culture Convergence Participatory Culture Collective Intelligence Individual/Private - Performance: to adopt alternative identities for improvisation and discovery - Transmedia navigation: the ability to follow the flow of stories and information across multiple modalities - Simulation: to interpret and construct dynamic models of real-world processes - Multitasking: to scan one's environment and shift focus as needed to salient details - Distributed Cognition: to interact meaningfully with tools that expand mental capacities - Judgement: to evaluate the reliability and credibility of different information sources fonte: elaborazione da Jenkins 2006, Jenkins et al Collective/Public - Appropriation: to meaningfully sample and remix media content - Play: to experiment with one's surroundings as a form of problem solving - Networking: to search for, synthesize, and disseminate information - Collective knowing: to pool knowledge, compare notes with others toward a common goal - Negotiation: to travel across diverse communities, discerning/ respecting multiple perspectives, grasping/following alternative norms 12

13 Il concetto di partecipazione del consumatore. Differenti approcci: lead users o dell innovazione collaborativa del service encounter o della coproduzione dei servizi della resistenza del consumatore in cui il consumatore non accetta o manipola l offerta dell impresa per riappropriarsene della creazione dell esperienza in cui è l esperienza ad essere cocreata da produttore e consumatore del consumer empowerment in cui il consumare cerca un riequilibrio del potere nel rapporto con il produttore della consumer agency in cui la cultura del consumatore è riconducibile al fatto di essere un agente narrativo della propria esperienza di consumo del working consumers (in senso stretto) in cui il tema della cocreazione del valore si scontra con il rischio del doppio sfruttamento dei consumatori da parte delle imprese (appropriazione della conoscenza che il consumatore mette a disposizione attraverso il mercato o configurazioni dello stesso) 13

14 Filone di ricerca Attività del consumatore Attese del consumatore Impatto sulle imprese Lead users Generazione di idee Influenzare le offerte future Outsourcing delle idee Incontro con il servizio Co-produzione del servizio Personalizzazione del servizio Riduzione costi + soddisfazione cons. Resistenza consumatore Deviazione dell offerta Riappropriarsi proprio vissuto quotidiano Contro-potere e revisione strategica Esperienza di consumo Produzione esperienza di consumo Immergersi nell esperienza Piacere del consumatore Consumer empowerment Gestione relazione con impresa Riguadagnare autonomia Stimolo del personale di contatto Consumer agency Produzione di narrative Interpretare il proprio ruolo Simboli e altri materiali culturali Working consumers Lavoro immateriale Essere riconosciuto Esternalizzazione dei compiti fonte: adattamento da Cova e Dalli 2009a 14

15 Discussione (2): Key Takeaways Arduino come media technology è un complesso sistema tecnico e culturale che plasma se stesso in termini di funzioni e obiettivi (come una costruzione politica ) Digital Possession: un artefatto digitale acquista significato entro una rete di relazioni materiali, come un sistema di alleanze che l oggetto tesse, un processo di traslazione delle pratiche d uso, frutto di una trattativa tra le differenti parti in causa» (Law 1986, Callon 1998; Latour 2005) Digital Consumers Work: produttori e consumatori con competenze digitali (new media literacy) creano e manipolano contenuti (testi digitali) attraverso appositi supporti, scambiando valore trasformando relazioni sociali (Jenkins 2006) (analogia testuale della cooperazione interpretativa ) 15

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