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 the Internet is, in the opinion of the authors, already such a strong part of our everyday life, that we perceive its effects often (not) consciously. For example, smart algorithms guide our search in the net in the background. With the "Like" button, the Facebook thumb, the user quickly becomes the proponent of a thing 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.
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
The network is political
"The network is everyday - everyday life (also) in the network." The power of the Internet is shown by the recent scandal over Karl-Theodor Freiherr zu Guttenberg. The collaborative plagiarism documentation platform ruthlessly uncovered all plagiarism fragments and thus accelerated the resignation of the former flagship 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.
Instead of banning further shootings, IKEA decided to reinforce the viral distribution through the comedy soap "IKEA Heights" on the Internet. Social networks such as Twitter, Facebook and Co. are not only revolutionizing marketing, they are also triggering 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 identify the key trends of digital change. This includes the trend "Open Everything - The world belongs to openness".
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 is already expecting 2011 to check in every second passenger via smartphone. 2015 should be 60 percent.
The authors also attach great importance to the "Pervasive Web" trend: sensor technology, RFID technology and Internet connectivity are becoming possible in (almost) all places. A pioneer in wireless networking in the workplace is the office logistics specialist Thax, which combines paper files with digital documents.
Numerous well-founded practical examples as well as illustrative infographics (eg "The matrix of media change" or "Internet user typologies in comparison") underpin the remarks of the author team and provide an outlook into the net 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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