charles leadbeater : cloud culture (culturemondo dedate at picnic)
DESCRIPTION
These slides are from a presentation given by Charles Leadbeater at PICNIC festival in Amsterdam in September 2010. The session was called "Open the Vault - New Business Models for culture and heritage" and was one of three debated hosted by Culturemonod as part of the festival.TRANSCRIPT
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Charles Leadbeater
Cloud Culture
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Charles Leadbeater
A guide to the world in four crude diagrams
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Diagram One: What Kind of Innovation?
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Sustaining
Disruptive
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OutsideInside
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Sustaining
Disruptive
OutsideInside
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Same goal and same but improved means
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Sustaining
Disruptive
OutsideInside
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Revised goals, different but institutional means
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Sustaining
Disruptive
OutsideInside
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Same goals different mix of means
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Sustaining
Disruptive
OutsideInside
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Different goals allow very different means
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We need a mix of all four to work together
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Sometimes they conflict: improve can be the enemy of transform
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Transformation : reframing challenges and resources is political, requires advocacy, communication and mobilisation
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Diagram Two: How we talk and engage
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Low Volume
High Volume
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High Engage
Low Engage
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High Engage
Low Engage
Low Volume
High Volume
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High Engage
Low Engage
Low Volume
High Volume
Traditional politicsMass marketing Industrial media
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High Engage
Low Engage
Low Volume
High Volume
Museums
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High Engage
Low Engage
Low Volume
High Volume
French wine
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High Engage
Low Engage
Low Volume
High Volume
Detached elites
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High Engage
Low Engage
Low Volume
High Volume
Australian wine
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High Engage
Low Engage
Low Volume
High Volume
Populist elites
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High Engage
Low Engage
Low Volume
High VolumeFox News +
Talk Radio +Tea Party
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High Engage
Low Engage
Low Volume
High VolumeCelebrity
Personality Charisma
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High Engage
Low Engage
Low Volume
High Volume
Social mediaMumsNet
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High Engage
Low Engage
Low Volume
High Volume
Networked models
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High Engage
Low Engage
Low Volume
High Volume
Everyday life
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High Engage
Low Engage
Low Volume
High Volume
Quiet
Chanting
Buzz
Lecture
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Changing communications changes the way we innovate
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Diagram Three: Mass Innovation
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Many contributors
Few contributors
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Few Benefit
Many benefit
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Few Benefit
Many benefit
Many contributors
Few contributors
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Few Benefit
Many benefit
Many contributors
Few contributors
BespokeNiche
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Few Benefit
Many benefit
Many contributors
Few contributors
Highbrow Culture
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Few Benefit
Many benefit
Many contributors
Few contributors
MassIndustrial Culture
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Few Benefit
Many benefit
Many contributors
Few contributors
Corporate open innovation
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Few Benefit
Many benefit
Many contributors
Few contributors
X Factor
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Few Benefit
Many benefit
Many contributors
Few contributors
The App Store
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Few Benefit
Many benefit
Many contributors
Few contributors
The App Store
The App Store
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Few Benefit
Many benefit
Many contributors
Few contributors
CommunityOpen Source
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Few Benefit
Many benefit
Many contributors
Few contributors
Massmicro-credit
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Few Benefit
Many benefit
Many contributors
Few contributors
City = space for collective
imagination
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Few Benefit
Many benefit
Many contributors
Few contributors
Cloud Culture
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Few Benefit
Many benefit
Many contributors
Few contributors
BespokeCulture
MassPopular Culture
X Factor
Cloud Culture
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Few Benefit
Many benefit
Many contributors
Few contributors
ScaleSpread
SmallSourcing
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All of that has an impact on how social change comes about
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Diagram Four: The Logic of Social Change
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Big Impact
Small Impact
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Low investment
High investment
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Low investment
High investment
Big Impact
Small Impact
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Low investment
High investment
Big Impact
Small Impact
Everyday life
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Low investment
High investment
Big Impact
Small Impact
All innovation ends here: make the new
normal
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Low investment
High investment
Big Impact
Small Impact
Bilbao Guggenheim
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Low investment
High investment
Big Impact
Small Impact
BilbaoGuggenheim
Copies of Bilbao
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Low investment
High investment
Big Impact
Small Impact
Physical regeneration
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Low investment
High investment
Big Impact
Small Impact
Traditional public services:
families in crisis
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Low investment
High investment
Big Impact
Small Impact
Infrastructure platforms for mass
engagement
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Low investment
High investment
Big Impact
Small Impact
Word of mouthViral change
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Low investment
High investment
Big Impact
Small Impact
PiggybackConnect small
packets
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Low investment
High investment
Big Impact
Small Impact
Florida’sChristian Taliban
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The Four Diagrams
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Is cloud culture transformational ?
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Transformational social innovation is:
highly engaged but often low volume
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Transformational social innovation:
seeks big impacts from small investments
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Transformational social innovation is:
Starts with few becomes many to many
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Transformational social innovation:
mixture of the very old and new
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Multiple threats to open cloud culture:
Rearguard action by traditional media
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Multiple threats to open cloud culture:
Government control of the cloud
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Multiple threats to open cloud culture:
The Cloud Capitalists
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Multiple threats to open cloud culture:
Open to whom and to do what?