![Page 2: Social hint networks and online youth culture](https://reader034.vdocuments.net/reader034/viewer/2022051108/545b5b0eaf795998788b5fa8/html5/thumbnails/2.jpg)
Transition from ”information highway” to social hint networks
Social hint networks
![Page 3: Social hint networks and online youth culture](https://reader034.vdocuments.net/reader034/viewer/2022051108/545b5b0eaf795998788b5fa8/html5/thumbnails/3.jpg)
![Page 4: Social hint networks and online youth culture](https://reader034.vdocuments.net/reader034/viewer/2022051108/545b5b0eaf795998788b5fa8/html5/thumbnails/4.jpg)
Life situation
Experimentation
Time use (emphasis on free time)
Needs support experimentation
”Growing up digital” (Tapscott)
![Page 5: Social hint networks and online youth culture](https://reader034.vdocuments.net/reader034/viewer/2022051108/545b5b0eaf795998788b5fa8/html5/thumbnails/5.jpg)
Technical handiness ”what ever, when ever, where ever”
Search and buys services to fit or strengthen his/her
lifestyle
Multimedia communication
Sharing, presence, social networking
Proactive attitude
Openness
P2P networks and peer groups instead
of hierarchies
![Page 6: Social hint networks and online youth culture](https://reader034.vdocuments.net/reader034/viewer/2022051108/545b5b0eaf795998788b5fa8/html5/thumbnails/6.jpg)
Communication acrobatics
Multitasking
”Snack size culture”
![Page 7: Social hint networks and online youth culture](https://reader034.vdocuments.net/reader034/viewer/2022051108/545b5b0eaf795998788b5fa8/html5/thumbnails/7.jpg)
”Flocks”Open
innovation
![Page 8: Social hint networks and online youth culture](https://reader034.vdocuments.net/reader034/viewer/2022051108/545b5b0eaf795998788b5fa8/html5/thumbnails/8.jpg)
![Page 9: Social hint networks and online youth culture](https://reader034.vdocuments.net/reader034/viewer/2022051108/545b5b0eaf795998788b5fa8/html5/thumbnails/9.jpg)
- Invisible [media]brands- Different channels on same ”level”- One form fits all- Banners not visible at the ”mash up”- ”Pick ´n´ Mix”
![Page 10: Social hint networks and online youth culture](https://reader034.vdocuments.net/reader034/viewer/2022051108/545b5b0eaf795998788b5fa8/html5/thumbnails/10.jpg)
Personalized GameishPlayful
Funny Easy
![Page 11: Social hint networks and online youth culture](https://reader034.vdocuments.net/reader034/viewer/2022051108/545b5b0eaf795998788b5fa8/html5/thumbnails/11.jpg)
”3 R” (Rating, Ranking, Reputation)
Fun, playful services as frames for information
content
Controlled openneess (semi undisciplined?)
Possibilities for self expression
Sharing
15 seconds of fame
Blockbuster logic vs crowdsourcing
![Page 12: Social hint networks and online youth culture](https://reader034.vdocuments.net/reader034/viewer/2022051108/545b5b0eaf795998788b5fa8/html5/thumbnails/12.jpg)
Hybrid and distributed content
More, faster (fast and/or disposable friends, travelling,
celebrities, consumerism, content creation, participation, trends,
speed dating,...)
Overlapping media
”Neo-marketing and brand parasites
![Page 13: Social hint networks and online youth culture](https://reader034.vdocuments.net/reader034/viewer/2022051108/545b5b0eaf795998788b5fa8/html5/thumbnails/13.jpg)
![Page 14: Social hint networks and online youth culture](https://reader034.vdocuments.net/reader034/viewer/2022051108/545b5b0eaf795998788b5fa8/html5/thumbnails/14.jpg)
No more hierarchies!
My ”friends” will know better
Radical trust on average (nethoods)
Practises learned from games and past time
communication cultures
Fun and games as frames for ”benefit”
Self-branding and taking role(s)
Proactive attitude
![Page 15: Social hint networks and online youth culture](https://reader034.vdocuments.net/reader034/viewer/2022051108/545b5b0eaf795998788b5fa8/html5/thumbnails/15.jpg)
My interpretation: 5% of 15 to 19 year olds have over 50 ”virtual friends.” Almost every one (73%) from the same age group have virtual friends.
Different comprehensions of friends enable various circles of friends to generate and break down as easily.
![Page 16: Social hint networks and online youth culture](https://reader034.vdocuments.net/reader034/viewer/2022051108/545b5b0eaf795998788b5fa8/html5/thumbnails/16.jpg)
Notions: Surprisingly many unemployed have met their virtual friends in real life.
There are not big differences between 15-19 and 25-29 year olds when it comes to how many virtual friends they have met irl.
![Page 17: Social hint networks and online youth culture](https://reader034.vdocuments.net/reader034/viewer/2022051108/545b5b0eaf795998788b5fa8/html5/thumbnails/17.jpg)
My interpretation:Participation is not necessarily content creation. Majority of the youngster participate in enriching the content by ranking and rating images, videos, books, movies as well as commenting blogs and news.
![Page 18: Social hint networks and online youth culture](https://reader034.vdocuments.net/reader034/viewer/2022051108/545b5b0eaf795998788b5fa8/html5/thumbnails/18.jpg)
ICT layers
Entertainment interlacing with ”serious” work
Embedded services (eg in Second Life) > riding
with the ”mother brand”
Controlling brands > brand parasites
Hyperpersonalization: a challenge for adveritising
Atomisation of user groups (away from the mass)
Various ways to generate or enrich content
![Page 19: Social hint networks and online youth culture](https://reader034.vdocuments.net/reader034/viewer/2022051108/545b5b0eaf795998788b5fa8/html5/thumbnails/19.jpg)
Thanks!
Two pretty nice youth panels (video): Guy Kawasaki (chair):
http://souplala.blogspot.com/2007_11_01_archive.html Don Tapscott (chair): mms://204.15.36.163/NGen
Slides available souplala.nettos!
![Page 20: Social hint networks and online youth culture](https://reader034.vdocuments.net/reader034/viewer/2022051108/545b5b0eaf795998788b5fa8/html5/thumbnails/20.jpg)