Community – Even though they want to stand out and express their individuality, young people strive to feel connected with each other. They are looking for shared experiences and constant communication with a diverse group of people. Self-Expression – An incredible premium is placed on self-expression with young people constantly seeking ways to put their stamp on products and have their voice heard. It is a way of showing the outside world who they are and what they value. Personalization – Today’s youth thrive on “media on my terms”. They seek self-directed, self-programmed usage of technology and media that will suit their moods and desires.

And what was much, much worse for the trendy men smoking cigars, was that we didn’t like their advertising any more.

Yet then the power shifted. First we obtained the tools to take control of the one way, cnetrally directed information stream that was being pushed our way. From now on we could go straight to what we wanted, when we wanted it and how we wanted it. Suddently we could

And if that weren’t enough, it turned out what Marx was right after all. Once the means of production were distributed, the proletarians had stood up and created their own media reality Suddently we could blog, podcast, write, produce videes, etc.

We're well into the current era of the Web, commonly referred to as Web 2.0. Features of this phase of the Web include search, social networks, online media (music, video, etc), content aggregation and syndication (RSS), mashups (APIs), and much more. Currently the Web is still mostly accessed via a PC, but we're starting to see more Web excitement from mobile devices (e.g. iPhone) and television sets (e.g. XBox Live 360).

I’m going to give one product example from each of these Web trends.

new participation technologies for youth Web 2.0, smart mobs, mobility, etc… CIVICWEB PANEL The Internet and new Participation Trends for Young People in Turkey and abroad 20 March 2009 santralistanbul, Istanbul Bilgi University

framework Young people & Internet New participation technologies: social web, web 2.0 and after, mobility, smart mobs…

Source - http://www.flickr.com/photos/tatianacardeal/36956189/ Youth is no longer a demographic …it’s a mindset

Participation technologies Participation enabler tools Socio-technological tools ICT as an enabler Virtual communities Smart Mobs Usability & interaction Read-write web (2.0) and after… Information design as an action organizer Mobile internet …………..

Youth as the actor, ICT as the enabler A demographic analysis might be just enough to understand the significance of the global youth population in the developing world. If one defines youth as those who fall within the age range of15 to 25 years (following United Nations statistical principles), there are 1.2 billion young people in the world and 724 million youth and children living on less than a $2 a day, a significant number of whom are illiterate, unemployed and living with HIV/AIDS. This youth population is also a fast-growing group, especially in Africa and most countries of the Middle East. While in Asia, young people constitute over 61% of the world’s youth population.

Youth as the actor, ICT as the enabler Information and Communication Technologies (ICT), are gradually changing this rigid landscape. In this context, ICT is not only a tool, but a medium over which social, political and economic transformations occur. Transformations are now global, meaning that one change in one community resonates in another community, which initiates a process of simultaneous and continuous change. In this context, ICT is so powerful that we can observe a global dimension of analysis of social interactions, in which the medium ends up affecting and even providing meaning to the content. ICT is definitely an enabler of change.

Growing Up Digital Today’s students – K through college – represent the first generation to grow up with technology. They have spent their entire lives surrounded by and using computers, videogames, digital music players, video cams, cell phones and all the other toys and tools of the digital age. ..Computer games, email, the Internet, cell phones and instant messaging are integral parts of their lives.” - Marc Prensky

Youth Activities Online Some 93% of teens use the internet, and more of them than ever are treating it as a venue for social interaction – a place where they can share creations, tell stories, and interact with others. Nearly half (47%) of online teens have posted photos where others can see them, and 89% of those teens who post photos say that people comment on the images at least "some of the time.” Content creation by teenagers continues to grow, with 64% of online teenagers ages 12 to 17 engaging in at least one type of content creation, up from 57% of online teens in 2004. Source: Pew Internet & American Life Project, December 19, 2007

GENERATION TRENDS Generation Trends

MOTIVATING FACTORS Motivating Factors My Media Generation Source – Yahoo Truly Madly Deeply Engaged Study

COMMUNITY While today’s youth want to stand out and express their individuality, they also strive to feel connected with each other (both locally and globally). This community is created by shared experiences and constant communication (IM, texting, Facebook). SELF-EXPRESSION In the hands of Gen Y, brands get articulated in more ways than the brand itself could ever imagine. Gen Y doesn’t wait for permission to morph a brand. They are constantly seeking ways to have their voices heard and put their stamp of self-expression on products. Brands can become a badge for what they stand for. PERSONALIZATION Today’s youth demand control. They are used to customizing and personalizing everything in their lives. They demand products and services that suit their moods and want to live in an on-demand world that they can control.

user revolution

Position of Individual Toward Media Kaynak: New Paradigm Learning Corporation, 1997

Online media play catchup with traditional outlets July 2006 (cc) Lynette Webb, 2006

of consumers don’t believe that companies tell the truth in advertisements 76% Yankelowich

trends: rise of the mobile internet Rapid improvements in connectivity & screens Mobile to be dominant platform for connecting to net worldwide Japan: happened already (mostly surf web through phones) Voice calls powered by internet & SMS/Texts -> IM Cellphones electronic wallets & banks = main method of payment Citizens vote for first time in elections via mobile phones?

trends: strides against digital divide Developing world joins digital ecosystem via mobile phones Also become part of economy via cellphone wallet Mobile phones cheap & broadband ubiquitous Illiteracy issues overcome by video & audio streams Creates new areas of collaboration and education

trends: the rise of the virtual universe Virtual worlds like Second life go mainstream Come to fore as graphic cards & broadband improve Potentially a visual alternative to the world wide web Standards: different worlds connect to each other seamlessly Virtual coup d’etat by SL citizens? Linden Labs cedes SL to democratically elected virtual govt

trends: information pollution & overload Next big challenge is how to manage masses of information People will complain about "digital fatigue“ & digital noise Focus on developing filters & aggregators “Switch-off" holidays regularly prescribed by your doctor Rise of anti-digital movements urging “get back to basics” In response to clutter, a second world wide web announced

trends: decline of the nation state? Govt has less influence & control than ever before Technologies threaten existing power & economic relationships Also: music industry has resisted digital audio and Napster But oppressive regimes clamp down on internet Some countries regress into dark ages

new paradigm arrive...

social, economic paradigm shift The “network effect” of ICT Exploitation of ICT in favor of national interests, development of network economy, transition to knowledge economy, and the transformation to an information society “Information literacy”, “knowledge culture” and ‘Information Society’ “Social embeddedness of technology” ICT as a “sociotechnical network” Mobility: anywhere, anytime, anyway…

organizational paradigm shift Network is, sharing… (the access, sharing and usage of information that creates value) The network precludes the very concept of the center The network management is based on “horizontal coordination” The new organizational paradigm of the “Information Age” is decentralized, multilayered, participatory, shared network governance, i.e. ‘e-governance’ Social-economic-political value and impact pass through these networks and becomes culture…

network governance Networks are a social coordination mechanism as an alternative to hierarchical bureaucratic organizations or pure interest based organizations subject to market forces. The horizontal coordination between network structures facilitates participation of involved parties and increases the social benefit coefficient. In network-like structures, the realm of social governance based on consensus and in search of a decentralized coordination is usually referred to as the “network governance” or the ‘’e-governance’’.

Yet then the power shifted ® Anytime - Any Place - Any Way

200,000,000 blogs 1.5 million residents “The workers should appropriate the means of production” >100,000,000 videos (65,000/day) www.ebay.com 21 Nov 2006 14,463,346 auctions Almost 4,000,000 articles (10 languages) 33,347,000 profiles

Physio Psycho Socio Ideo Grasp, grip, fit, texture etc. Cognitive needs, emotional appraisal Values, tastes, aspirations Social status, identity 4 pleasure areas

What’s the Result? “Today’s youth think and process information fundamentally differently than their predecessors.”

Connecting in the Digital Age

Communicating in the Digital Age http://www.employeeevolution.com/ http://blog.penelopetrunk.com/ http://newlycorporate.com/about/ http://www.pursuethepassion.com/

Collaborating in the Digital Age

Literacy in the 21st Century The American Library Association defined information literacy in their first national report on the topic in 1989. They said… People who are information literate are good at "knowing when they have a need for information, identifying information needed to address a given problem or issue, finding needed information, evaluating the information, organizing the information, [and] using the information effectively to address the problem or issue at hand."

Digital Literacy (information + media) Skill set In addition to being able to read and write youth need : “ social skills that have to do with collaboration and networking. These skills build on the foundation of traditional literacy, research skills, technical skills and critical analysis skills which should have been part of the school curriculum all the long.” -David Rheingold

Need for Digital Literacy is Real People use the Internet every day to buy things, research important information (where to go to college, find a job, find a mate) and communicate with family and friends. Without the proper skills, users may share too much information online, be unable to locate the information they need or rely on bad but easily located information.

digital divide: inequality base inequality bases: Gender Age Ethnicity Social class / status Education / Culture

three steps of digital divide Economic divide Usability divide Competency divide

Knowledge gap Two types of knowledge: knowledge about attributes leading to information problems and knowledge about technology (i.e. know- how), including knowledge gaps. “Typically, developing countries have less of this know-how than industrial countries, and the poor have less than the non-poor. We call these unequal distributions across and within countries knowledge gaps” (World Bank 1999). The international knowledge gap is thus defined in terms of the knowledge achieved in the OECD countries, in particular the USA. The meaning of knowledge is never clearly defined, but from the discussion on the kgap we can deduce that education, expenditure for research and development and ICT infrastructure are seen as the crucial variables.

Virtual Communities

“The words community and communication have the same root. Wherever you put a communications network, you put a community as well. And whenever you take away that network –confiscate it, outlaw it, crash it, raise its price beyond affordability- then you hurt that community.” B. Strerling, The Hacker Crackdown

Virtual Communities “When you think of a title for a book, you are forced to think of something short and evocative, like well, ‘The Virtual Community,’ even though a more accurate title might be: ‘People who use computers to communicate, form friendships that sometimes form the basis of communities, but you have to be careful to not mistake the tool for the task and think that just writing words on a screen is the same thing as real community.’”” Howard Rheingold

Virtual Agora “The most recent incarnation of the agora is neither the shopping mall nor the closed electronic environment, but may just be the Internet itself. The agora does not necessarily provide a sense of place, rather it provides a sense of passage, translation and personal freedom. If the Internet can achieve the right balance of interaction, leisure and commerce it may in time develop into a genuine community space. While it continues to mirror the malls, theme parks and office buildings of the Cartesian world it will never become the mythical ‘place of meeting’ described by Homer in the Iliad.” Michael Ostwald, “Virtual Urban Futures”, in The Cyberculture Readers, ed. By David Bell-Barbara M. Kennedy, 2000, p. 673

Smart Mobs Smart mobs emerge when communication and computing technologies amplify human talents for cooperation. The impacts of smart mob technology already appear to be both beneficial and destructive, used by some of its earliest adopters to support democracy and by others to coordinate terrorist attacks. The technologies that are beginning to make smart mobs possible are mobile communication devices and pervasive computing - inexpensive microprocessors embedded in everyday objects and environments. Already, governments have fallen, youth subcultures have blossomed from Asia to Scandinavia, new industries have been born and older industries have launched furious counterattacks. Howard Rheingold, SmartMobs / The Next Social Revolution, Perseus Publishing, 2002

Smart Mobs Street demonstrators in the 1999 anti-WTO protests used dynamically updated websites, cell-phones, and "swarming" tactics in the "battle of Seattle." A million Filipinos toppled President Estrada through public demonstrations organized through salvos of text messages. Howard Rheingold, SmartMobs / The Next Social Revolution, Perseus Publishing, 2002

Smart Mobs The people who make up smart mobs cooperate in ways never before possible because they carry devices that possess both communication and computing capabilities. Their mobile devices connect them with other information devices in the environment as well as with other people's telephones. Dirt-cheap microprocessors embedded in everything from box tops to shoes are beginning to permeate furniture, buildings, neighborhoods, products with invisible intercommunicating smartifacts. When they connect the tangible objects and places of our daily lives with the Internet, handheld communication media mutate into wearable remote control devices for the physical world. Howard Rheingold, SmartMobs / The Next Social Revolution, Perseus Publishing, 2002

Social Networks

Web 2.0 Read/Write, two-way, anyone can be a publisher Social Web The term “Web 2.0” defines an era; like “Dot Com” Search (Google, Alternative Search Engines) Social Networks (MySpace, Facebook, OpenSocial) Online Media (YouTube, Last.fm) Content Aggregation / Syndication (Bloglines, Google Reader, Techmeme, Topix) Mashups (Google Maps, Flickr, YouTube) Image credit: catspyjamasnz

types of internet users

positioning of social networks

social network types

Services, tools and resources of Web 2.0 This new tool is being chosen to use the sharing of information and knowledge as a way to strengthen the networks formed by people with common interests andsimilar needs. The possibilities offered by Web 2.0 have encouraged the important and crucial participation of many people who are now able to express their opinions, to make their own remarks, to criticize or even make suggestions concerning significant issues at the national level. Web 2.0 has not only enlarged the possibilities for the citizens to act and participate but it has also created new trends in the design of Web tools and applications. Applications are now simple, user friendly, specific and result in much more dynamic pages.

2008 Avenue , Razorfish Digital Outlook Report

Web 2.0  Web3.0, 4.0, etc. MARC  MARCML (or Memo  MemoML) Search engine Semantic Web Descritives FRBR (Functional Requirements for Bibliographic Records - http://en.wikipedia.org/wiki/FRBRoo ), Ontologies User accounts Avatars 217 millions users on neopet > Myspace; Habbo users > Facebook; There are more videos on CyWorld than YouTube; “Target” is always “younger”… Source : FredCavazza : http://www.fredcavazza.net/2007/11/07/l%e2%80%99invasion-des-nouvelles-plateformes-sociales/ and after…

Web 3.0?

What’s Next? (Web 3.0) Web Sites Become Web Services “Unstructured information will give way to structured information - paving the road to more intelligent computing.” (Alex Iskold, ReadWriteWeb, Mar 07) Examples: Amazon E-Commerce API, del.icio.us API, Twitter API, Dapper, Teqlo, Yahoo! Pipes (scraping technologies) Pages not center of Web now, Data & Services are 90% of Twitter activity happens through its API Intelligent Web = data is getting smarter (ref: Nova Spivack, Twine, Oct 07) Semantic Web Filters / recommendations Personalization Beyond PC - mobile, IPTV, physical world integration

Semantic Web Sir Tim Berners-Lee's vision for a Semantic Web has been The Next Big Thing for a long time now. Indeed it's become almost mythical, like Moby Dick. In a nutshell, the Semantic Web is about machines talking to machines. It's about making the Web more 'intelligent', or as Berners-Lee himself described it: computers "analyzing all the data on the Web – the content, links, and transactions between people and computers." So when will the Semantic Web arrive? The building blocks are here already: RDF, OWL, microformats are a few of them. Some companies, such as Hakia and Powerset and Alex's own AdaptiveBlue, are actively trying to implement the Semantic Web. So we are getting close, but we are probably a few years off still before the big promise of the Semantic Web is fulfilled.

Artificial Intelligence Possibly the ultimate Next Big Thing in the history of computing, AI has been the dream of computer scientists since 1950 - when Alan Turing introduced the Turing test to test a machine's capability to participate in human-like conversation. In the context of the Web, AI means making intelligent machines. Amazon.com has attempted to introduce aspects of AI with Mechanical Turk, their task management service. It enables computer programs to co-ordinate the use of human intelligence to perform tasks which computers are unable to do. Numenta is an exciting new company by tech legend Jeff Hawkins, which is attempting to build a new, brain-like computing paradigm - with neural networks and cellular automata. In english this means that Numenta is trying to enable computers to tackle problems that come easy to us humans, like recognizing faces or seeing patterns in music.

Virtual Worlds Second Life gets a lot of mainstream media attention as a future Web system. But at a recent Supernova panel that Sean Ammirati attended, the discussion touched on many other virtual world opportunities. The associated graphic summarizes it well. Looking at Korea as an example, as the 'young generation' grows up and infrastructure is built out, virtual worlds will become a vibrant market all over the world over the next 10 years. It's not just about digital life, but also making our real life more digital. On one hand we have the rapid rise of Second Life and other virtual worlds. On the other we are beginning to annotate our planet with digital information, via technologies like Google Earth.

Mobile Mobile Web is another Next Big Thing on slow boil. It's already big in parts of Asia and Europe, and it received a kick in the US market this year with the release of Apple's iPhone. This is just the beginning. In 10 years time there will be many more location-aware services available via mobile devices; such as getting personalized shopping offers as you walk through your local mall, or getting map directions while driving your car, or hooking up with your friends on a Friday night. Look for the big Internet companies like Yahoo and Google to become key mobile portals, alongside the mobile operators.

Attention Economy The Attention Economy is a marketplace where consumers agree to receive services in exchange for their attention. Examples include personalized news, personalized search, alerts and recommendations to buy. The Attention Economy is about the consumer having choice - they get to choose where their attention is 'spent'. Another key ingredient in the attention game is relevancy. As long as the consumer sees relevant content, he/she is going to stick around - and that creates more opportunities to sell. Expect to see this concept become more important to the Web's economy over the next decade. We're already seeing it with the likes of Amazon and Netflix, but there is a lot more opportunity yet to explore from startups.

Web Sites as Web Services Major web sites are going to be transformed into web services - and will effectively expose their information to the world. The transformation will happen in one of two ways. Some web sites will follow the example of Amazon, del.icio.us and Flickr and will offer their information via a REST API. Others will try to keep their information proprietary, but it will be opened via mashups created using services like Dapper, Teqlo and Yahoo! Pipes. The net effect will be that unstructured information will give way to structured information - paving the road to more intelligent computing. Note that we can also see this trend play out currently with widgets and especially Facebook in 2007. Perhaps in 5 years time the web services landscape will be much more open, because the 'walled garden' problem is still with us in 2007.

Online Video / Internet TV This is a trend that has already exploded on the Web - but you still get the sense there's a lot more to come yet. In October 2006 Google acquired the hottest online video property on the planet, YouTube. Later on that same month, news came out that the founders of Kazaa and Skype were building an Internet TV service, nicknamed The Venice Project (later named Joost). In 2007, YouTube continues to dominate. Meanwhile Internet TV services are slowly getting off the ground. It's fair to say that in 10 years time, Internet TV will be totally different to what it is today. Higher quality pictures, more powerful streaming, personalization, sharing, and much more - it's all coming over the next decade. Perhaps the big question is: how will the current mainstream TV networks (NBC, CNN, etc) adapt?

Rich Internet Apps As the current trend of hybrid web/desktop apps continues, expect to see RIA (rich internet apps) continue to increase in use and functionality. Adobe's AIR platform (Adobe Integrated Runtime) is one of the leaders, along with Microsoft with its Windows Presentation Foundation. Also in the mix is Laszlo with its open source OpenLaszlo platform and there are several other startups offering RIA platforms. Let's not forget also that Ajax is generally considered to be an RIA - it remains to be seen though how long Ajax lasts, or whether there will be a '2.0'. Rich Internet Apps allow sophisticated effects and transitions that are important in keeping the user engaged. This means developers will be able to take the amazing changes in the Web for granted and start focusing on a flawless experience for the users. It is going to be an exciting time for anyone involved in building the new Web, because the interfaces are finally catching up with the content.

International Web As of 2007, the US is still the major market in the Web. But in 10 years time, things might be very different. China is often touted as a growth market, but other countries with big populations will also grow - India and African nations for example. For most web 2.0 apps and websites (R/WW included), the US market makes up over 50% of their users. Indeed, ComScore reported in November 2006 that 3/4 of traffic to top websites is international. ComScore said that 14 of the top 25 US Web properties now attract more visitors from outside the US than from within. That includes the top 5 US properties - Yahoo! Sites, Time Warner Network, Microsoft, Google Sites, and eBay. However, it is still early days and the revenues are not big in international markets at this point. In 10 years time, revenue will probably be flowing from the International Web.

Personalization Personalization has been a strong theme in 2007, particularly with Google. Indeed Read/WriteWeb did a feature week on Personalizing Google. But you can see this trend play out among a lot of web 2.0 startups and companies - from last.fm to MyStrands to Yahoo homepage and more. What can we expect over the next decade? Recently when asked Sep Kamvar, Lead Software Engineer for Personalization at Google, whether there will be a 'Personal PageRank' system in the future. He replied: "We have various levels of personalization. For those who are signed up for Web History, we have the deepest personalization, but even for those who are not signed up for Web History, we personalize your results based on what country you are searching from. As we move forward, personalization will continue to be a gradient; the more you share with Google, the more tailored your results will be."

two way of thinking

paradox: use and be used

Thank you!