{Study} 7 key trends for digital change: the network society


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Sometimes futurologists can really see the future. And so the authors Andreas Haderlein and Janine Seitz apparently foresaw that the name Digital Society could be hotly controversial in April 2011 and could therefore have a different connotation (to link just one text on the subject). That is why they called their study, which had just been published by the Zukunftsinstitut, "Die Netzgesellschaft". Or was it just a coincidence? :-) {Study} 7 key trends for digital change: The network company berufebilder


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Tour through your own life

In any case, in their study they show the key trends of digital change. At the core of the study is the socio-digital dimension of the Internet, ie social, economic and cultural changes rather than the technological aspects of development.

Because, according to the authors, the Internet is already such a strong part of our everyday life that we often no longer consciously perceive its effects. For example, smart algorithms in the background guide our online searches. With the “Like” button, the Facebook thumb, the user quickly becomes the supporter of something that is rarely questioned.

The study wants to offer the reader a tour through his own life, in which all facets of digital life are presented in a plastic manner. Numerous "Aha" effects are triggered when observations of one's everyday life are suddenly explained and opened up in a larger context.

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7 Key-values

Whether the consumer, media, work, education, leisure, health, politics, education, friendship, faith - the Internet has long since come to the center of society. As an important part of everyday life, the network now penetrates and determines large parts of economic, social and cultural activity.

In the first chapter, the authors tap the ten most relevant life scales - from leisure to education and work to religion - to the current role of the Internet. In the second part of the study, the reader is given an overview of the seven key trends in digital change. Each section concludes with succinct summaries, complemented by further reading and lingual hints.

  • Open Everything - The world belongs to openness
  • Crowdsourcing - The collective solution search on the net
  • E-Identity - The digital I as lucrative construction site
  • Mobivilisation - The mobile Internet as a driver for progress and participation, but also for gimmickry
  • Pervasive Web - sensor technology, RFID technology and Internet connectivity in (almost) all places bring the everywhere network
  • Real-Time Paradigm - The Net unfolds its mighty power as a real-time medium
  • Analogization - “Always-on” evokes anti-attitudes and provokes the productive exit from the digital

{Study} 7 key trends for digital change: The network company berufebilder

The network is political

"The network is everyday life - everyday life (also) in the network." The latest scandal surrounding Karl-Theodor Freiherr zu Guttenberg shows the power that is being given to the Internet. The collaborative plagiarism documentation platform mercilessly exposed all plagiarism fragments and thus accelerated the resignation of the former model politician.

The example illustrates the fact that in addition to the transmission of trends and fashions, political opinions and indignation can be heard much faster, thus enabling changes to be made in political structures.

Each user is also Player

The user is now an active player - with risks, but above all with opportunities for the economy. According to the study authors, advertising in the network is above all: advertising. IKEA fans shot a spontaneous video in a furniture store without the knowledge of IKEA.

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Instead of banning further shoots, IKEA decided to intensify the viral distribution through the comedy soap "IKEA Heights" on the Internet. Social networks such as Twitter, Facebook and Co. not only revolutionize marketing, but also trigger upheavals in the journalistic economy.

The role of the media

And at the same time shake the self-image of journalism. The mandatory comment field under any good onlineArticle is just an indication of that.

In order to find out the extent to which the Internet penetrates the areas of religion and spirituality as well as politics and education, three pioneers were interviewed in their respective divisions. Tom Noeding, responsible for the platform evangelisch.de and community manager of the first hour, provides answers to the role of the new media for faith and religion.

Hierachies break up

The consultant and Internet activist Christian Kreutz explains in an interview, to what extent the concepts of OpenData and OpenGovernment change our understanding of politics and democracy. In addition, Andreas Haderlein spoke with a teacher of a Middle Hessian comprehensive school about the role of social networks in the student-teacher relationship.

In the second chapter, the authors provide an outlook into the future and name the key trends of digital change. This includes the trend “Open Everything - The world belongs to openness”.{Study} 7 key trends for digital change: The network company berufebilder

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Digital concert hall

One example: The Berlin Philharmonic opens a new age of music transmission with its Digital Concert Hall. All concerts are broadcasted live on the Internet and made accessible to the public via the archive (www.digitalconcerthall.de).

Another key trend is “Mobivilisation”, the mobile internet as a driver for progress and participation. The Austrian Airlines Group expects every second passenger to check in by smartphone in 2011. In 2015 it should be 60 percent.

Pervasive Web

The authors also attribute great importance to the “Pervasive Web” trend: sensor technology, RFID technology and Internet connectivity are possible at (almost) all locations. A pioneer in wireless networking at the workplace is the office logistics specialist Thax, who links paper files with digital documents.

Numerous well-founded practical examples as well as vivid infographics (eg “The Matrix of Media Change” or “Internet User Typologies in Comparison”) underpin the explanations of the authoring team and provide an outlook into the network world of tomorrow. The study concludes with five theses on digital networks. All terms introduced in the study are explained in detail in a glossary.

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  1. Bert Knickman

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  2. Michael Raschke

    The study "The Network Society" introduces 7 key trends to digital transformation:

  3. Tanja Handl

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  6. Competencepartner

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