Ethnography Predicted Groups

Predicted Trend Groups - Ethnography & Communication

The Techno-Socialites

“Since the summer of 1985, for an average of two hours a day, seven days a week, I’ve been plugging my personal computer into my telephone and making contact with the WELL (Whole Earth ‘Lectronic Link) – a computer conferencing system that enables people around the world to carry on public conversations and exchange private electronic mail (e-mail). The idea of a community accessible only via my computer screen sounded cold to me at first, but I learnt quickly that people can feel passionately about e-mail and computer conferences. I’ve become one of them. I care about these people I meet through my computer, and I care deeply about the future of the medium that enables us to assemble.

I’m not alone in this emotional attachment to an apparently bloodless technological ritual. Millions of people on every continent also participate in the computer-meditated social groups known as virtual communities, and this population is growing fast. Finding the WELL was like discovering a cosy little world that had been flourishing without me, hidden within the walls of my house; an entire cast of characters welcomed me to the troupe with great merriment as soon as I found the secret door. Like others who fell into the WELL, I soon discovered that I was audience, performer, and scriptwriter, along with my companions, in an ongoing improvisation. A full scale subculture was growing on the other side of my telephone jack, and they invited me to help create something new.”

Eventhough there would be some adaptations from the time the previous quote was written, Tiles’ experience demonstrates the same views and believes as the Techno-Socialites. These individuals are thrill seekers and get extremely exited about technology, especially when it comes to social networking. There is never enough time for these people to be online and update profiles, chat to friends and check out new websites. These people are normally on the go 24/7 and will defiantly have online applications on their mobiles…..they will more then defiantly have the latest phone or piece of technology to enable them to go online and communicate with others. The individuals that fall under this trend are normally keen to keep busy, so will probably have an array of hobbies or really get involved within work related projects which means that they will have a lot of contacts. Eventhough these people are normally very busy, they will normally not be very organised when it comes to their social life….a lot of meetings or events they will go to will be completely last minute and they will rely on social networking invites to find out what’s going on when and where ext. Their daily routine will constantly change, and they probably don’t spend a great deal of time at home or in their own spaces (i.e. their bedrooms). Personality wise the Techno-Socialites are leaders and will gain many followers and don’t take too kindly to others not agreeing with them or going against their wishes. They are the innovators of new things and will guide people to follow what they believe to be the right direction. These people may be quite sensitive and emotional but will try not too show it too much due to making sure others are doing well which at times can cause a lot of frustration and lead to them doubting themselves. These people will normally turn to music, television or video games to gain a release from their hectic lifestyles but normally find it very hard to relax when they have spare time on their hands. They are always thinking or always doing.

The Techno Full-Timers

The Techno-Full Timer’s

In every Super Super magazine there is a section dedicated to new trends that they have researched and predicted. In the 15th issue there is a trend predicted called ‘Less is WAY more’;

Statement:
“A little bit of what you fancy”

Trend Info:
Face it, thinking big is over. After all where’s the whole ‘bigger is better’ mantra got us anyway? Big investments have left our economy reeling, while super sized food portions have send obesity levels through the roof. So what’s the solution? I hear you cry. Well downsizing obviously!

Thanks to the internet and the post-millennial communications boom the world is smaller then ever, and its essential that new innovation in technology and design stay in scale with our ever-shrinking global village.

These days we demand to be able to keep out entire music collection, washing kit, phone and laptop in our back pocket and still have space to fit in change for our mini roll. Advances in manufacturing precision have allowed us to truly put the micro into microchip and produce mp3 players as thin as credit cards (Ipod Nano) and laptops small enough to fit into school pencil cases (see the new Sony Vaio P Series with its 8 inch screen). And its not just computer chip technology that’s getting smaller either. This year male cosmetics giants Lynx released their new ‘Bullet’ range of deodorant, whose pocket friendly canister size (Which clock in at an impressive miniature 8cm) means that guys no longer have any excuse for smelling like wastemen, even after a hasty dash to catch the 921 bus. And, of course, once you’ve made it onto the bus (and drawn for the deodorant can in the sock) the recent availability of tabloid sized editions of broadsheet papers (such as the Independent and the Times) means you can take in even the most brain boggling news material during transit without ever elbowing the guy / gal sat next to you! Even the fat food industry, longstanding captions of the ‘go large’ mentality have taken note. Burger King recently unveiled Burger Shots tm range: Bite sized mini burgers bought in packs of 2 or 6 designed to promote less indulgent more social eating via the burger equivalent of the cocktail sausage – for the first time ever, consumers are being positively encouraged to ‘super-shrink me!’

How to wear the look:
The big problem with the whole downsizing phenom is that it makes it a lot more difficult to floss hi spec, status technology items to draw choong guys/gals (or less preferably) muggers when out and about. So what if you own the new micro Ipod Nano series? It ain’t gonna count for zip in noone can see the shiz. To counter this pitfall, why not try utilizing these new miniature items as accessories? For example you could get ‘dirty south’ on things and have your micro mobile phone drilled into your teeth or simply get your mp3 player encrusted onto an earring stud. Failing that, what could realistically illustrate your big time playa status more than an IBook pendant?

Lifespan:
The smaller = cooler ethos is showing no signs of slacking and looks pretty likely to keep going till we have to use magnifying glasses to check our e-mails on pin-top computers. Mind you that’s already if we haven’t already lost them down the back of the sofa, or inadvertently hovered them up with our finger attachment edition Baby Dyson Hoover!

Image from Super Super Magazine (Issue 15 – May 2009)

The Techno-Full Timer’s can relate to this trend because they can feel the need to take part in all things Techno based. Social networking, in this case is no different. The more involvement in active online communication based websites / messengers the better, however unlike the Techno-socialites they do not feel obliged to join everything, they will probably only take part in what is promoted to them. (i.e. if friends and family use it or encourage it). These are the type of people that will always message you back, but maybe not right away due to other distractions that might be going on. They will defiantly have an online application on their mobile and use it at least once a day and probably rely on it for some basis of communication or work related business. These people are normally very organised and will use technology to help them when necessary. They are hard workers but will always find time to relax where they will normally go out and socialise or spend time with loved ones. They spend a lot of time in their own spaces (i.e. their homes / bedroom ext) and normally have some sort of routine within the house (i.e. getting ready in the mornings ext). These people could be followers or leaders but are normally very appreciated and admired which means they will have a lot of friends. They will normally be in the know of everything that is going on lifestyle wise but will not always feel it is required to take part or get involved which means that they will not have all the latest technology. These people are very much connected with reality.


The Techno-Part Timers

“Reality is becoming more exotic then fantasy! Cars that talk. Clones that walk. Computers that think. Virtual companies. The internet – the first global knowledge network. For most people, the future that’s emerging seems awesome and daunting at the same time. I believe we are heading toward an extreme future where change occurs much faster than any of us realise. Its if time itself is on fast forward”.

The statement above describes the knowledge the Techno-Part Timer’s have about technology however this group of people only tend to use technology when needed and don’t spend long amounts of time watching television, surfing the internet or talking on mobile phones. Eventhough they know these things can be necessities, they don’t rely on them to get along with life. This group of people will normally have an e-mail address but not check their e-mail that often, probably have a mobile phone but will only use it as a means of arranging to meet up to communicate face to face and are probably out of the house enough to not watch television. This group think that social networking is unnecessary and don’t like the fact that being involved in online groups such as Facebook and Myspace could cause an invasion of privacy. These people will spend a lot of time out of the house socialising and if in employment, don’t have that many responsible roles within the working environment. They will probably have friends that use social networking but feel that they are addicted and would rather not follow the trend of communicating with friends online because they see it as ‘un-cool’. They might also have fears that they wouldn’t be very popular if they joined this site and would be seen as something different to what they really are. These people are quite emotional and will express their emotions as much as possible. They have strong views and opinions and are keen to explore and debate what other people’s opinions are. They probably don’t have a routine at home and are quite unorganised. They probably don’t have that many hobbies and just revolve their lives around other people. These people do like to switch off and have some time to themselves but they will do this in a social way like going to a café or clubbing. They are face to face people.