ello, how do you digital?
It’s clear that we live in a world filled with technology. Indeed, the relatively recent effect of technology on communications has had a particularly profound effect, so much so that the way in which we perceive our world has changed us forever.
The creative industry must, of course, adapt to this effect. However, our experience of working in the creative industry has revealed what we can best describe as the ‘another link in the chain’ approach. This reveals itself in the identification of certain staff with an interest or aptitude for technology as ‘digital’, and the rest as ‘not digital’.
However, we see this labelling as both misleading and illogical. From a societal standpoint, we observe in this context, that it is not technology which is digital, it is ourselves. Our perception of the world through technology; its effect on how we navigate our environment, how we interact with our friends, colleagues and strangers, and how we consume and expect information in an instant, is common to all of us and has a name. It’s called digital.
Digital is a verb. It’s an evolutionary activity. Everyday acts require us to digital. Our message to our clients is “We digital, you digital too”.
We see ‘digital specialists’ as ‘behavioural specialists’. We describe this as a constant fascination with observing how people navigate their way through a technology enabled world. These people are not some people, they are all people.
We believe the industry needs to understand how, why and where we digital, not just what we digital.
Digital is how we do things, it cannot be put in a box.
No comments:
Post a Comment