Prosumers and the future of shopping

I spoke to journalist Caitlin Fitzsimmons recently about prosumers and co-design in the future of shopping. The following excerpt comes from Caitlin Fitzsimmon, ‘Customer in control: The future of shopping is already here and retailers are battling to keep up’, BRW 07 November 2013.

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Personalisation and participation

Personalisation is usually viewed through the prism of customer data. For example, eBay tracks when users buy infant formula or nappies and then updates the offer every few months as the shopper’s baby grows up.

But personalisation is about more than that. One of the best examples is Shoes of Prey, which lets consumers design their own shoes using templates on the site.

Another Sydney start-up, StyleRocks, does the same for jewellery, although its website is not as advanced. Shoes of Prey taps into several key consumer trends – most importantly, the desire to have fun and take part in an experience, not just buy a product.

The website is highly visual and social. Users can view shoes from multiple angles, explore designs by other people, and share their designs on social networks such as Facebook and Twitter.

The desire for something special is also one of the factors behind the popularity of marketplaces for handmade items such as Etsy and Zibbet. Both are also very highly visual sites, with strong communities and curation elements.

Tim Rayner, co-founder of consultancy Philosophy for Change, says social media is increasing people’s design expectations and this benefits sites such as Etsy.

“If you go on Pinterest, for example, you can leaf through a vast range of different designs for large objects, which greatly increases the consumer imagination and expectations for what they can find on the market,” he says.

Social media as gift culture: building tribes

This is the final post in a series on social media gift cultures. Drawing on indigenous gift cultures, I have sought to understand how social media users create reputations, communities, and identities through sharing (or ‘gifting’) with online crowds. A gift culture perspective highlights the motivations and rewards of online sharing. It foregrounds how we should go about building tribal communities online, making online sharing social.

If you haven’t followed the series to date, I recommend you start at the beginning and work your way through. Like Hegel said, the truth is in the whole.

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In the last post, we considered how hard it is to maintain a reputation across multiple social media sites. Multi-tasking across sites and apps is challenging. We are inundated with information. It is hard enough to keep up with the torrent of information pouring through a single news feed. Keeping up with the traffic across multiple feeds can be a nightmare.

Information overload is only part of the problem. To manage our reputation across multiple communities, we need to tap into the torrent of information and share it in a targeted, strategic, way. Different systems attract different crowds, and each has a distinctive set of values and expectations. To key into crowds, you need to feed them appropriate gifts – content that will appeal to the specific community (or communities) you are addressing.

By filtering content and selecting choice gifts for specific crowds, we create prismatic, multi-faceted, identities. If we are playing the reputation game correctly, the identity that we create on, say, LinkedIn will be subtly different to the identity that we create on Tumblr or Facebook. There is nothing inauthentic about this, assuming that we allow that our identities are multi-faceted in the first place. The real problem is the stress and difficulty of maintaining this activity over time. The challenge of engaging with multiple flows of information and selecting choice content for multiple communities puts many people off. It is not just the time it takes to process the information on various channels. It is the pressure and anxiety involved in figuring out what information to push to different crowds in order to create a specific type of identity. On some level, most users are aware that the crowd is watching them and judging them on the basis of what they share. Their reputation is at stake and they don’t want to make a misstep and feel foolish (or worse!) as a result.

But social media shouldn’t be this hard. Engaging with multiple communities should be simple, fun, and intuitive. The key (surprise, surprise!) is to make the experience social. We need to build real relationships based in common values and interests. We need to build tribes.

Social media as gift culture: the prismatic self

This is the third post in a series on social media gift cultures. The series draws on indigenous gift cultures to examine the psychological and motivational dynamics of social sharing online. The first post in the series, The reputation game, looks at the North American Potlatch to reflect on the enticements and rewards of sharing online. Social sharing involves a reputation game. The aim of the game is to win the favour of your tribe by presenting them with exorbitant gifts.

The second post in the series, Sharing circles and tribes, considers how tribes are formed online. Tribes emerge when participants share with select users, who return the favour by sharing with them. These sharing circles are typically based in common values and interests – hence, so are tribes. I indicate the unstable nature of sharing circles and how an affirmative attitude towards gifting helps sustain them. Imbued with the ‘spirit of the gift’, the gift becomes a token of gratitude for the sharing circle and the tribe it maintains. The more that we cultivate this spirit in our online exchanges, the more robust and fulfilling they become.

This post considers the challenges of sharing across multiple systems online. Active users of social media are often engaged across multiple sites, groups, and activities in real time. Multi-tasking online can be a source of signficant consternation. While missteps (below the threshhold of the screaming faux pas) are mostly overlooked, this doesn’t reduce the anxiety that users (particularly new users) feel when tasked with sharing across multiple channels in real time. It is easy to lose track of how one is expected to behave in different contexts.

When tech journalist Paul Miller returned to the internet after a year off, he was surprised to find how stressful it was to multi-task across services. ‘I had, like, three tabs open and I just didn’t know what was going on’, Miller complains. This is a familiar experience for users of social media, who struggle to keep up with the flow of information on multiple channels.

The solution is to find your tribe. Sharing across multiple channels is easier when we share with our tribes in mind. A thriving tribe gives back more than we contribute to it. Tribes are a living reservoir of cognitive capital and an infinite human resource.

2045 United Federation Report on the Great Transition: The Culture of Transition

The following passages are taken from the 2045 United Federation report on the Great Transition. This report, released on the eve of the East-West Realignment and founding of the United Federation in December 2045, was the first comprehensive account of the shift in social and economic relations that swept the world between 2015 and 2040, a period known as the Great Transition. The paragraphs are taken from Part 3 of the report, which deals with the role of sharing and social innovation in the Great Transition. For the complete report, see Realignment Mandate 12337 (released by authority of UF Secretary-General Tirrab Hassan 04/04/75).

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2045 United Federation Report on the Great Transition

Part 3: The Culture of Transition

Parts 1 and 2 of this report have outlined the policy and strategic planning work that underlay the Great Transition. We have described the vision shifts in energy and carbon policy that enabled the rapid development and roll out of carbon negative infrastructure, and the social policy associated with the transition to a Totally Mobilized Agenda, including the adoption of civil agency and ‘zero unemployment’ schemes, massive federal and state investment in sustainable cities, and the expansion of the social enterprise sector as a viable hub for commercial investment. We have seen how these policy and planning shifts contributed, between 2015 and 2040, to the re-engineering of the international economy and the creation of a global carbon negative environment.

Part 3 of the report looks at the social and cultural changes associated with the Great Transition. We leave aside the oppositional and countervailing views expressed in parts of the online and corporate media in this period. These views, and the reasons why they lost purchase on the public imagination through the 20-teens, are discussed in Part 4 of the report (see also Appendix 2: Dangerous Liaisons: Big Oil Inside the Beltway). Part 3 seeks to explain the widespread and well-documented shifts in social and creative culture that gathered steam in the 20-teens and fuelled the forces of Transition. We are particularly concerned to understand the role of ‘open source culture’ in this period and how it contributed to new historical framings and existential orientations.

Social media as gift culture: sharing circles and tribes

This is the second post in a series on social media gift cultures. I am interested in how indigenous gift cultures can help us understand the psychological and motivational dynamics of online social sharing. The first post in the series, Social media as gift culture: the reputation game, used the Potlatch ceremony of native North Americans to reflect on the enticements and rewards of sharing online. Social sharing, I argued, involves a reputation game – a ‘virtuous competition’ premised on the free exchange of gifts. As in the Potlatch, social media prosumers seek to create value for their followers through ‘gifts’ in the form of posts, tweets, pins, shares, comments, vouches, etc. The more value they create, the more reputation they earn and the more support they stand to gain from their communities.

In sharing content online, we are playing a reputation game. The object of the game is not to beat other players but to challenge them to greater expressions of generosity. It is a battle of abundant spirits that contributes to the common good.

This post shifts geographical focus from North America to the Western Pacific. I want to look at the Kula ring of the Kiriwina Islands to reflect on the nature and origins of social media tribes. Your tribes are comprised of people with whom you commonly chat and share online. Sometimes they are based in offline friendships, but not always. Shared values and interests are ultimately all that are required to hold a tribe together. If you are wondering who among your followers count as members of your tribe, make a list of the people who commonly like, favourite, share or RT the things you put online. Make another list of the people whose content you like, favourite, share and RT. Look for names that appear on both lists. These are the members of your tribe.

Social media as gift culture: the reputation game

This is the first in a series of posts exploring the gift cultural dimensions of online social sharing. It builds on The Gift Shift and The Family History of Facebook, in which I introduced the idea of social media as a gift culture. It also represents a critical response to the position I developed in the Foucault and social media series, in which I used Foucault’s idea of the Panopticon to explore the psychological effects of sharing in the presence of a crowd. The ‘virtual Panopticon’ idea is not wrong but it is incomplete. What it leaves out is the virtuous competition that takes place between participants in the open social space – a competition based in the free exchange of gifts.

It comes down to how we relate to our followers. If we feel alienated from them, or intimated by them, sharing in public can be difficult. We are uncomfortably aware that our content is tagged with an existential marker: ‘I like it – it reflects my values and interests’. Like prisoners in a Panopticon, we can’t help feeling that we are judged on the basis of our posts and shares, and it is hard to shake the sense that we need to prove ourselves in some way. If, on the other hand, we feel supported and empowered by our followers, sharing in public is a different experience. We feel like valued participants in a multi-player game. We feel able to make valid contributions to the mix – to add content that may be passed around and enjoyed, that enriches the social experience. The fact that the content of our posts and shares reflects personally on us becomes a positive thing. We want to be known for the things that we share. We affirm our right to step forth and lead the conversation. It is by leading that we develop a positive reputation.

Don’t think of your followers as judges. Think of them as your tribe. Yes, they implicitly judge your contributions. Yet, for the most part, they value your gifts. Think of yourself as a tribal chief, competing for status in a virtual Potlatch. The crowd is there to witness your gifts, not to judge and condemn them. Your goal is to enrich your tribe with whatever gifts you have to offer.

Play the reputation game. Celebrate the virtual Potlatch and give.

Swarms and norms: refiguring the multitude

A few years ago, I published an essay in the journal Radical Philosophy titled, ‘Refiguring the multitude: from exodus to the production of norms’ (2005). It was about swarms, though I didn’t know it at the time. The publication was a coup for me. I was a struggling contract academic, vying for attention. Radical Philosophy was an ‘up there’ journal in political philosophy circles, edgy but respectable. My paper was one of the first academic responses to Multitude (2004), Michael Hardt and Toni Negri’s sequel to their best-selling book, Empire (1999).

The essay was a bit of dog’s breakfast. But the crux of the argument resonates today. I have pasted some paragraphs below. If you are into Deleuze and social movements, this one is for you.

Re-reading ‘Refiguring the multitude’ for the first time in years, I am struck by how much of this material has become part of my mental DNA. I didn’t realise at the time, but ‘Refiguring the multitude’ was crucial to my intellectual development. Multitude certainly resonates with the high-tech world of 2013. Empire and Multitude are books you should have on your shelf, whatever part of the political spectrum you inhabit. They are books about globalization. Hardt and Negri are essentially right. Of course, they are wrong in important respects too.

The paragraphs from ‘Refiguring the multitude’ that I’ve pasted below are the crux of a line of thought that I started developing in 2002 or 2003. It was a response to the failure of the anti-globalization movement that got started in the 1990s. I was looking for a theoretical trajectory that would enable me to continue on the line of flight that I’d experienced at the height of this movement (1999-2001), this time reflecting on how swarms and social movements could contribute to creating something, in the first case, a new set of norms.

In retrospect, it is easy to see how I stepped from this argument to write Coalition of the Willing.

Beyond ‘brand you’: reflections on social authenticity

When I read this, I laughed. It rings true. I retweeted it because I wanted to put my stamp of approval on the idea. One thing that I love about about Twitter (and other forms of social media) is that you can affirm your own values and intuitions by affirming someone else’s. This is a good thing, but it can also be a bad thing. It enables us to speak in other voices and say things that we agree with but might not have the courage, art, or nous to say for ourselves. It also enables us to speak without thinking too much, which is the bad thing. It is easy to get caught up in the process of RTing and sharing and wind up ‘passing the word along’ and not saying very much.

Tom’s tweet got me thinking about personal authenticity online. It is not easy being authentic on social media. If the philosophers are right, it not easy being authentic anywhere.

The tweet resonated with me for a bunch of reasons. I am currently working into a book some of the material that I’ve posted recently on this blog, namely the posts on Foucault and the ones on social media as gift culture. In the course of this work, I’ve come to see that the perspective on online identity-formation (or ‘creative self-affirmation‘) that I developed in these posts is too cursory and glib. It needs specification, at least. Creative self-affirmation is not spin. It is not the kind of shallow self-branding that Peters (who knows more about branding than most) is aiming to contest. What I call creative self-affirmation is a matter of affirming your unique, personal value. Peters is right: the key to self-branding online is to become ‘extraordinarily/noticeably good at something of use/significance’ in the real world – to become something and brand that. All the online self-affirmation in the world – through tweeting, posting, pinning, +1ing, following, liking, favoriting, and sharing – won’t make you worthy of branding unless you are someone of worth. So be the best version of who you are. We all have our superpowers – what are yours?

Five books that shaped my thinking

My thoughts are shaped more by life than books. The world is a book that we read implicitly. If the problems of the world do not engage us and inspire a response, a book will do nothing for us.

The following books have played an important role in guiding my work in the past decade. I have read many good books in this time, but these five stand out. The common factor is that they inspired me to break with ideas that I had become comfortable with and seek out new lines of inquiry. As Thoreau said: ‘A truly good book teaches me better than to read it. I must soon lay it down, and commence living on its hint. What I began by reading, I must finish by acting’.

1. Empire by Michael Hardt and Antonio Negri (Harvard University Press, 2001)

I read Empire in 2001, in the final year of my doctoral research. I was writing on the relationship between Martin Heidegger and Michel Foucault, two of the most important European thinkers of the 20th century (some years later I published a book on this topic, Foucault’s Heidegger). Meanwhile, I was following the progress of the anti-globalization protests that erupted about the world after the Battle in Seattle in November 1999, participating where I could. Empire provided me with a theoretical perspective on these events that shaped my research output between 2002 and 2008 and fed directly into the script for Coalition of the Willing.

Hardt and Negri’s argument in Empire is that neo-liberal economic globalization should not be understood as a kind of imperialism (where a hegemonic power invades other countries to capture their resources), but a new form of empire that tolerates no external limit and seeks to incorporate all life within its order. This empire employs the internet to organize the global multitude into a productive force; yet as it does so, it enables the multitude to form swarm-like pockets of resistance that coalesce across borders to challenge the status quo. Hardt and Negri propose that the multitude will eventually realize its collective power and establish a new political order based in the productivity of the commons.

Smart data: towards a social change enlightenment

Three hundred years ago, the spread of science and liberal revolution inspired thinkers to claim that society was on the brink of an enlightened era. Today, as new data-driven technologies exponentially increase our ability to understand social problems, new strategies engaging the heart and the head boost the impact of social change programs, and tested techniques for evaluating impact reduce the cost of programs and ensure that funding flows in the right directions, there is reason to believe that we are nearing a new socio-technical threshold.

As David Bornstein claims, we are riding the verge of a social change enlightenment.

We can see it in the way that we are tackling social problems. For decades, social reformers labored under a vision of human beings as self-maximizing rational agents, a vision developed in the first enlightenment and perpetuated in the field of economics. Today, as Bornstein claims, we’re seeing the death of ‘homo economicus’. New research in neuroscience and behavioral psychology is showing that we’re not as rational as we thought. We certainly don’t respond rationally to social problems. Today’s generation of changemakers are taking this lesson to heart. Successful social change programs are targeting the heart as well as the head, effecting change by appealing to ‘non-rational’ factors such as emotion, group identity, and relationships.