The Digital Divide

The following entry is in response to: “Your textbook makes little of the digital divide. Given events of the past four years since it was written, update your textbook with a Case Study that illustrates the debate on the digital divide.”

The digital divide is a gap theory, which serves to explain the inequalities which exist globally in society, due to diversity in socioeconomic levels and resources. These inequalities mainly occur between businesses, geographical locations, individuals, education levels and most relevant, information and communication technologies (ICT) (Norris, 2001). It has been suggested that there are three main divides between; developed and under-developed locations, the information rich and information poor, and those who do and do not utilise technology to further political participation (Norris, 2001). The lack of ICT in certain locations, has seemingly been pin pointed as the foundation of the existing digital divide. 

In the late 1990’s, the digital divide exacerbated and was identified to be increasingly problematic. This was due to advancements in ICT, particularly the internet and the observation that approximately half the population had not yet adapted the new technology (Milanovic, 2005). One of the largest impacts which inequality in ICT has, is the consequent inability for some to acquire knowledge (Fallis, 2004). The implication of this is, those who have the means, have an education as well as increased resources at their disposal. On the other hand, those who are economically disadvantaged have less education and fewer resources to acquire knowledge. As a result, experts are constantly looking for new ways to overcome the existing divide.

Implementing digital technologies into developing countries has been recognised as a stepping stone, yet is critiqued for not being sufficient enough to narrow the divide. Critics have suggested that, “digital initiatives also need to include affordability, local capacity, relevant content and services, socio-cultural factors, legal and regulatory framework, economic environment, and political will” (Rao, 2001, para1). Therefore, introducing ICT into economically disadvantaged areas of the world, has been selected as a starting point to try and bridge the present gap, or the digital divide (APF, 2008). It is recognised that an innovative, long term plan needs to be developed in order to effectively implement ICT. Suggestions to be included in this plan include, “effective ICT integration, and a legal and regulatory framework that foster ICT use (Rao, 2001). Without regulatory bodies to demonstrate effective use and adaption of ICT, critics fear that the existing inequalities will only be exacerbated (Rao, 2011).

The ‘Thai Budget PC Project’ is a successful example which demonstrates the positive outcome, when ICT is implemented effectively. Thailand is a developing country who recognised the technology gap, present within their society. The project started in 2003, with only 4% of their population owning computers and 10% using the internet (Sawangsamud, 2007). In order to bridge their digital divide, their government decided to; provide an an affordable computer, lower internet costs, promote broadband access and leverage internet cafe’s (Sawangsamud, 2007). They reduced computer prices from what were $500 at the time, to $250 or $25 a month, for 12 months. Internet prices were also reduced to $0.25 per month, along with the initial five hours of access free of charge (Sawangsamud, 2007). They were sure to maintain international standards with their systems and software, by a starter pack developed by Microsoft. Following the success of this project, the starter pack has also been implemented in; India, Spain, Russia, Malaysia and Indonesia (Sawangsamud, 2007). The table below illustrates the success of the ‘Thai Budget Project.’ 

The digital divide presents inequalities, which have huge implications for the world at large. This issue has become globally recognised by many experts and governing bodies, who are constantly formulating new ideas, endeavoring to bridge the gap. The strategic implementation of ICT, into developing countries, has been pin pointed as an effective step to closing the digital divide. This goal is still in relatively early stages and it will take many years to witness significant change on a global level. Implementing ICT has already seen success stories within selected countries and it will be interesting to observe further results in years to come. 

References

Africa Partnership Forum (APF). (2008). ICT in Africa: Boosting Economic Growth and Poverty Reduction. Retrieved 28 November, 2011 from http://www.oecd.org/dataoecd/46/51/40314752.pdf

Fallis, D. (2004). Social Epistemology and the Digital Divide. Tuscan, AZ: School of Information Resources. 

Milanovic, B. (2005). Worlds Apart: Measuring International & Global Inequality. Princeton: Princeton Uni Press.

Norris, P. (2001). Digital divide: Civic engagement, information poverty and the Internet world- wide. Cambridge, MA: Cambridge Univ. Press.

Rao, M. (2001) Spanning the Digital Divide: Understanding and Tackling the Issues. Retrieved 28 November, 2011 from http://www.itu.int/wsis/docs/background/general/reports/26092001_bridges.htm

Sawangsamud, J. (2007) Thai Budget PC Project: The Bridging Digital Divide Case Study. Retrieved 29 November, 2011 from http://www.aoss2007.org/files/u1/LowcostPC.pdf

Media

ICT: Getting Connected to Sustainability (2009). Retrieved 29 November, 2011 from http://www.youtube.com/watch?v=Yzk1CCLqFvQ

Gamification

The following entry is in response to: “This one isn't just for gamers or those studying to work in the games industry. "Gamification" is the process of making something in real life operate with the incentives and play elements of a game. How is your field (or how are the professions) using computer and video games?”

Gamification is a term which largely explains the result of applying game principals to everyday activities, in order to increase the level of user interaction with the activity or product. The term gamification was coined by Tim Chang and serves to explain the process of, “add[ing] gaming elements into tasks and processes that are ordinarily tedious, boring or uninspiring and thereby mak[ing] them fun, compelling and engaging” (Sangster, 2011, para3). Gamification can be applied across multiple industries and is most commonly achieved through implementing game mechanics, such as; challenges, achievement levels and reward systems. In application, game mechanics are being implemented in the form of avatars, virtual goods, trophies, badges and many more (Bunchball, 2011). These game mechanics then motivate the individual to further engage with the task at hand (Bunchball, 2010).

The rise of gamification and the implications which it has, has sparked much controversy amongst critics. The major critique of implementing gamification is, it is seen as unethical in the way of manipulating humans into partaking in everyday mundane tasks (Doust, 2011). In addition to the above, gamification is also criticised for taking advantage of the competitive human nature along with basic human needs of status and reward (Stillgherrian, 2011). Furthermore, gamification is critiqued in the way that it relies on the consumer developing an addiction to the gratification sought in tasks that utilise gamification. Technological, political and media expert, Stillgherrian (2011) explains, “The problem with gamification isn’t just that it gets users and customers addicted to increase business profits, it also gets the businesses themselves addicted to gamification.” 

Gamification when implemented effectively opens a door of endless opportunity for the advertising industry. With a constant increase in the gaming culture and gaming advancements, such as mobile applications and social media gaming, professionals are driven towards this rich media as means to reaching their consumers (Wehmann, 2011). Given that, “online games have jumped across multiple demographic groups and segments around the world,” they are a platform of high appeal to advertising professionals (Wehmann, 2011, para4). Companies are presented with the option to leverage gamification to the extent of allowing users to interact with the said object in a fun and exciting way, evoking a positive perception of the product. This consequently leads to increased purchase levels and stronger brand loyalty (Wehmann, 2011). In recent years, gamification is evident within the advertising industry in countless campaigns and across multiple levels. 

An outstanding advertising campaign which highlights the possibilities achievable when leveraging gamification is the Nike+ campaign. Nike, in conjunction with Apple launched the Nike+ campaign in 2006, which has received multiple awards on the basis of innovation and interactivity (MacNN, 2007). The ipod nano was used as a source to record exercising details such as; running speed, time spent, calories burnt and distance travelled. This data was then able to be uploaded from the nano, onto the Nike+ website, in order to track every run completed by the consumer as well as maps of the areas covered. From there, the consumer could then use Nike+ to interact with friends and compete in progress. As certain levels of achievement were reached, virtual trophies were awarded and encouragements from professional athletes were unlocked. At a certain achievement level, Nike+ would then provide the consumer with the challenge of a training  program, as well as the assistance to adhere to the program. Nike developed a highly effective advertising campaign, through employing appropriate game mechanics, they achieved gamification.  

Gamification, whilst only in it’s early stages, has opened up a door of opportunity across multiple industries. It is vital to the success and future of the advertising industry, that professionals adapt to and implement gamification as an innovative way of engaging with consumers. Through increased platforms, consumer targeting, interactivity and a consequent increase in user gratification, gamification is proving to be a highly successful strategy for the advertising industry. 

References

Bunchball. (2010). Gamification 101: An Introduction to the Use of Game Dynamics to Influence Behavior. Retrieved November 14, 2011 from http://www.bunchball.com/sites/default/files/downloads/gamification101.pdf

Doust, S. (March 18, 2011). Why ‘Gamification’ is as stupid as it sounds. Retrieved November 14, 2011 from http://www.abc.net.au/news/2011-03-18/why-gamification-is-as-stupid-as-it-sounds/2652370

MacNN. (2007). Apple Nike+ Campaign. Retrieved November 15, 2011 from http://www.macnn.com/articles/07/06/22/nike.ads.win.at.cannes/

Sangster, J. (October 21, 2011). The Crown Sourcing Innovation To Engage Customers. Retrieved 14 November, 2011 from http://www.powermarketer.net/digital-mobile/gamification-the-crowd-sourcing-innovation-to-engage-customers/

Stillgherrian. (May 2, 2011). Gamification: Hot, new, unethical? Retrieved November 14, 2011 from http://technologyspectator.com.au/emerging-tech/applications/Gamification-unethical

Wehmann, J. (2011) The Growing Impact Of Gamification On Interactive Marketing. Retrieved November 15, 2011 from http://digitalriverblog.com/2011/09/15/the-growing-impact-of-gamification-on-interactive-marketing/

Media

Norwest Venture's Chang Expects `Gamification' of Life: http://www.youtube.com/watch?v=O9GunYdnDls&feature=player_embedded

What is Nike+?: http://www.youtube.com/watch?v=F_yIbXfLPUU&feature=related

Collective Intelligence

The following entry is in response to: "Write a short update for your textbook: How is collective intelligence being used in the professions/your profession?"

Collective intelligence has existed for the same period of time as human existence and has evolved over time. In 1911, William Morton Wheeler observed a colony of ants working together and saw them not as individuals, rather a sole entity, which he called a “superorganism,” (Guite, 2010). Progressively, in 1912, Emilie Durkheim identified society to be the single driving force of human logic (Guite, 2010). These two concepts form the basis for the definition of collective intelligence, “a general term for user participation and the resulting added value” (Bastiaens, 2010, p10). 

The collective intelligence referred to in modern society is driven by the innovation of Web 2.0. which allows individuals to access and exchange information on a glocal level. Thus meaning that global communication and information can be accessed locally and at any time. “Global Village,” a term coined by Marshall Mcluhan in 1964, supports this in explaining that as technology evolves, all nations are further connected as a whole community and are seemingly boundless. Moreover, collective intelligence can be divided into two sections; the collective intelligence of connected and of unconnected individuals (Bastiaens, 2010, p12). The collective intelligence of unconnected individuals arrises when the individuals act independently from each other. This results in an aggregated outcome, which is the sum of the individual outputs (Bastiaens, 2010, p12). Where as, the collective intelligence of connected individuals occurs when a relationship and element of dependency is formed amongst individuals (Bastiaens, 2010, p12). This then relates back to the ant concept, where the individuals are a part of a superorganism (Guite 2010). The model below is a visual representation of the two elements of collective intelligence. 

Collective Intelligence has been described as, “the heart of Web 2.0” (Nations, 2008). Web 2.0. saw an increase in two major fields; encouraged user interactivity and social networking (Nations, 2008). Social media captures and acts as an aggregator of collective intelligence. Given the power and accessibility of social media, especially as a communication platform, collective intelligence is of utmost importance to the public relations industry. This is supported the view that, “social media is essentially public relations, in the online world” (Falls, 2008, para 8). Furthermore, given the unity of individual intelligence, which social media presents, it is vital that public relations practitioners constantly monitor social media and ensure that the intended positive image is being received. Failing this, collective intelligence also holds the potential to be highly destructive from a public relations perspective. 

A hugely successful public relations campaign, which highlights the power of effective use of social media is the 2008 Barak Obama social media campaign. Obama’s communications team tapped into the power of a strong, positive presence on social networking. They leveraged that power to help him gain the votes of the public and consequently win the presidential election in 2008. There was a section on his website which allowed people to both blog and share the latest news of the election. He had a regularly updated blog, which promoted conversation and was a modern alternative to the traditional media release. Photo’s from the campaigning were constantly uploaded to sharing sites such as Flickr. Obama’s “Yes We Can” speech and consequent song were uploaded to his Youtube channel, which received over 1.8 million views (Evans, 2008). Discussions and questions were posted on Linked in, which the communications team promptly responded to. Twitter was utilised to keep users informed of the events and stops throughout his campaigning. Obama also had a strong presence on numerous social networking sites, such as; Facebook, Myspace, Black Planet and Asian Avenue (Evans, 2008). As discussed in the video below, Barak Obama utilised the power of collective intelligence to make his campaign about the people, more so than himself. 

The merge of Web 2.0. has seen an even stronger presence of the term collective intelligence. With increased user interactivity and rise in the leveraging of social media, individuals have the power to connect and collaborate unimaginable possibilities in the future, as a global community. Given that social media is seen to be the most powerful form of public relations in the online world, an exciting and influential career bodes in this sector. 

References

Bastiaens, T. (2010). On Collective Intelligence. Retrieved 25 October, 2011. From http://books.google.com.au/books?id=mqpDpvQYF5EC&pg=PA27&lpg=PA27&dq=phenomenon+of+collective+intelligence&source=bl&ots=A-WTzqjBV_&sig=uv0uBgz-Wv6TOZ6AQOW6G5p9dxw&hl=en&ei=qeelTvbjHcWViAe_ypC4Dg&sa=X&oi=book_result&ct=result&resnum=9&ved=0CGkQ6AEwCA#v=onepage&q=phenomenon%20of%20collective%20intelligence&f=false

Evans, Li. 2008, November 5. Barak Obama The First Social Media President? Retrieved 25 October, 2011. From http://www.searchmarketinggurus.com/search_marketing_gurus/2008/11/barack-obama-the-first-social-media-president.html

Falls, J. 2008, July 18. Social Media is the Responsibility of Public Relations. Retrieved 25 October, 2011. From http://www.socialmediaexplorer.com/online-public-relations/social-media-is-the-responsibility-of-public-relations/

Guite, F. 2010. Collective Intelligence. Retrieved 25 October, 2011. From http://www.slideshare.net/evilmonkey89/collective-intelligence-2484496

Nations, D. 2008, April 28. The Collective Intelligence and Importance of Marketing in Web 2.0. Retrieved 25 October, 2011. From http://webtrends.about.com/b/2008/04/24/the-collective-intelligence-and-importance-of-marketing-in-web-20.htm

Media

How Obama won using digital and social media: http://www.youtube.com/watch?v=pFB5FtMfwNo&feature=results_main&playnext=1&list=PLA0024151FA53A415

Transmedia Storytelling

The following entry is in response to: “ Considering your textbook makes no reference to transmedia storytelling, write a blog entry that you'd like to see included in an update of the book.”

Transmedia story telling is the projection of a story across multiple platforms in order to engage with the largest amount of people. It mainly refers to the implementation of modern digital technology and aims to present a ‘unified experience’ (Jenkins 2011). The underlying concept is to leverage the story across multiple media channels, “communication where the storyline will direct the receiver from one medium to the next" (Hannele et al., 2004, 19). The image below is a visual representation of some of the platforms which are utilised in transmedia storytelling. 

Despite the fact that transmedia storytelling is not covered by Flew in his text, there is a section on creative industries which is relevant to transmedia storytelling. The creative industries examines the merge of the arts and creativity and their contribution to the production of new media (Flew, 2008, p23). The innovation stemming from the creative industries is seen as an economic driving force, as it disseminates throughout other business sectors (Flew, 2008, p171). Transmedia storytelling is an example of the innovation which has derived from the creative industries and is becoming a powerful way of engaging with receivers.

Transmedia storytelling is absolutely relevant and mandatory to the future of the Public Relations (PR) and Communications sector. PSFK, a trends and innovation company, recently posted a discussion on the future of PR and transmedia storytelling. Within this discussion, it is identified that PR companies tend to have the new media specialists in one department and the traditional media specialists in another. Stressed throughout the article, is the importance of not segmenting different media channels into departments, rather joining them, as the consumer does not segment them (Fulton, 2011). The article also highlights that transmedia storytelling uses different channels to follow the receiver throughout their day, thus enforcing, “different channels to tell different parts of the same narrative” (Fulton, 2011). It is vital to the success of PR that consultants keep up to date with the shifts in technology, in order to effectively gage with their audiences and enforce the intended message across multiple platforms.

An example of a highly effective PR campaign, which utilises transmedia storytelling is the Antwerp Zoo campaign, by Boondoggle in Amsterdam. Boondoggle followed the story of a pregnant elephant for eight months and used the baby elephant as their “mean conversion machine” (De Maagt, 2009). Boondoggle was hired by the Antwerp Zoo in order to promote the zoo as a family day out and consequently increase numbers of visitors to the zoo. They provided followers with daily updates of the elephant’s pregnancy, through multiple interactive platforms and they continuously gained media attention in both digital and traditional channels. Ultrasound photos were posted on buildings in the main streets and the public were called upon to name the baby elephant. The zoo website was highly interactive, updated daily and incorporated a countdown at the top of the page. Social media sites such as; Flickr, Facebook and Youtube, featured updated photos and videos of the elephant’s progress. Subscribed followers received an SMS when the elephant went into labour, and finally, the birth of the baby elephant was broadcasted live. This resulted in 559, 824 Belgians watching the live birth of the baby elephant from their computers, 1.2 million people visiting their website over the birth weekend and an increase of 200, 000 visitors to the zoo. 

Zoo Antwerp | Boondoggle | Baby Elephant | WE LOVE AD

In a short space of time, the innovation of transmedia storytelling has already evolved and become an increasingly popular strategy in both communicating and engaging with receivers. Evidence is proving transmedia storytelling to be a huge part of the future and particularly necessary to success within the creative industries. Given that transmedia storytelling encourages receiver interaction with the product/ story, it is an extremely effective way of both communicating promoting the given message. Transmedia storytelling and the direction it is taking, paves and exciting future within the PR and communications industries. 

References

Baby Elephant Clip. Retrieved 19 October, 2011. From http://www.welovead.com/en/works/details/4cdBhpox

De Maagt, P. (2009). Transmedia storytelling and other slang for ‘create stuff wirth sharing.‘ Retrieved 19 October, 2011. From http://www.populatedigital.com/online-pr/how-to-use-transmedia-storytelling-in-online-pr/

Flew, T. (2008). New Media: An Introduction (3^rd edition). Melbourne, VIC: Oxford Press

Fulton, C. (2011, August 4) The future of PR: Hollistic transmedia storytelling. Retrieved October 18, 2011. From 

http://www.psfk.com/2011/08/the-future-of-pr-holistic-transmedia-storytelling.html

Hannele, A., Kangas, S. and Vainikainen, S. (2004) 'MGAIN Project: Three views on

mobile cross media entertainment' [TTE4-2004-17], VTT Information Technology, Research Report. Retrieved October 18, 2011. From http://www.vtt.fi/tte/rd/multiplemedia/show/crossmedia_entertainment.pdf

Jenkins, H. (2011, August 1) Transmedia Storytelling 202. Retrieved October 18, 2011. From http://henryjenkins.org/2011/08/defining_transmedia_further_re.html

Jenkins, H. (2007, March 22) Transmedia Storytelling 101. Retrieved October 18, 2011. From http://www.henryjenkins.org/2007/03/transmedia_storytelling_101.html

Images

Transmedia diagram image: https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi0ohx_SwksoOaZEtnIZtx2UFFj_qDn9Mm6lYDuMwpHPdB0In6gjbdlcdvWme5UzNh6HHT6JUgAxZB8EV3_LTZW7YqyxN_2BUMo0irPR_je5o1TL_lroqLmTWmtGapMio_djJV3uCXaVz-b/s1600/transmedia_storytelling.jpg

Ultrasound on building image: http://www.bornoncloud9.be/img/general/kmda/baby-elephant/img2.jpg