The document discusses the rise of a "culture of exposure" where people increasingly share personal details online. It defines this culture as sharing what was historically private with unknown people. It identifies four types of people in this culture - outsiders who avoid exposure, dabblers who expose themselves without benefit, explorers who experiment with exposure, and fluents who integrate exposure naturally. The document also discusses how brands can meaningfully participate in this culture by having open, two-way conversations and building relationships rather than just promoting themselves. Finally, it suggests researchers should adapt qualitative methodologies for this new culture by following online influence and maintaining ongoing relationships.
The Culture Of Exposure Hall & Partners ESOMAR 2008
1. photo credit: art makes me smile (flickr) living in and adapting to a culture of exposure how it affects customers, our clients, ourselves
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3. just the very visible tip of the iceberg the quest for fame the cult of celebrity the embrace of exposure
4. flickr: miss_rogue flickr: jennybento flickr: mickipedia flickr: centrifuga*desaparecida A definition Culture of exposure: a field of interpersonal activity (including commerce) that is founded on sharing what has historically been considered personal or private with a wide swath of possibly unknown others
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6. Situating exposure in history Leaving the cities for the suburbs to create the perfect nuclear home… The “Me” Era: Individualism and fortune-seeking Web 2.0 and the new “ digital intimacy”
7. Two worlds living side-by-side by: future15pic organic cultural fluency a more conscious engagement natives naturalized citizens
8. Four key groups make up this world Outsiders Fluents Explorers Dabblers
9. The Outsiders flickr: esthertase attitudes NO BENEFIT behaviors AVOIDANCE feelings SKEPTICISM
15. Etiquette in the culture of exposure Don’t be a driveller: Have conversations. Don’t be a shameless self-promoter: Think of the community. Don’t be a stalker: Build relationships. Don’t be a faker: Tell the truth.
16. The Brand, Exposed Graphic: Good Magazine, December 2006
17. How can brands meaningfully enter the wheel of friendships?
18. The same rules apply Don’t be a driveller: Have conversations. Don’t be a shameless self-promoter: Think of the community. Don’t be a stalker: Build relationships. Don’t be a faker: Tell the truth.
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20. How brands can take part Be agile and adaptive – and true to yourself An open, two way conversation Learning to let go Invitation or introduction required
25. New avenues to explore with Fluents Screen for communication style Include their extensions Be conscious with video
26. The ultimate questions As brands, partners, researchers, and consumers: do we choose feeling exposed – or embracing openness? What creative heights emerge for us, our brands and businesses once we do embrace openness?
Notas do Editor
As a frequent visitor to New York City, it’s not unusual to see a glamorous person rushing to a car as a photographer follows behind, snapping dozens of candid shots. You assume the person is someone famous… and normally have a quick look to see if you recognize them - but nowadays making the assumption that it is some big star is sometimes way off. Apparently, it is now possible – as an ordinary person in New York – courtesy of a company called Methodizaz - to hire paparazzi to stalk you for the day so you can feel like the likes of Clooney or Beckham! While this example may be extreme, it speaks to a cultural shift that is affecting us all. We are living in a culture of visibility - an environment where it has become normal to have what used to be hidden, private and personal shifted into the public space - sometimes purposefully, sometimes not. The average person’s life, thoughts, even their boredom are captured, broadcasted and glorified —through reality television, social networks, mobile technology – and even by researchers like ourselves. And all this has significant implications for us personally – and the brands and companies we seek to help Let’s have a look at this new world…..
