Digital 6/11/15

2005

The Above image is a photo of a new Pope in 2005, but the event is not the important part. Below is the same event of a new Pope. It is evident that in 8 years that mobiles and technology are taking over, with only 2 mobiles visible in the image in 2005 whilst in 2013 most people in the room are holding up a device.

2013

For our generation mobile is the key to going forward. In our everyday work and lives, mobility of technology and carrying it around with us is important. These people are collecting memories in the photo above, it's a key part of history for many all by just holding these devices.

Data

Most people nowadays have a smart phone, some may choose not to have one. 

 At the start of the Industrial Revolution, there were a group of men called Luddites who thought that they would lose their jobs when the loom was invented , so they went around destroying looms. So it's now seen that anyone who is against technology is a luddite.

It's scary to think that if you have your Bluetooth and location on your phone that anyone could track you during the day. We don't think about the way that companies can use our data, we're very public with our data even though the majority of people aren't aware of it. Personally I don't like having my location turned on, on my phone, mainly because I'm very conscious of my privacy.

This issue of data is crucially important, we need to learn how to use data and how to protect  our data.

1. Twitter- 17 :Personal use 11 and Professional Use 6
2. Facebook - 57 : Personal 53, Prefessional 4
3. Youtube- 23 : Personal 13, Professional 10
4. Google+ - 9 : Personal 8, Professional 1
5. Snapcat 57 all personal use

These statistics show us that it's never about the numbers it's about the questions and how to get that data out.

An example of this is NEST: this is a smart thermostat that's on your wall and collects data of your home, such as the activity between certain times and programmes itself. It will control the central heating and only 4 years after it was set up Google bought the firm back from the two inventors. 

Why?

1. They wanted the date
2. They don't want the competition 

Youtube of out the others is being used more than the others for professional use. Twitter is the one that people say is more about their  work. However this is generalisation.

Identity(Sentiment Analysis)
This is all known as Data Analytics; What's behind the number if you are on Google+  they can send you a breakdown of your activity and if it's free like Facebook, somebody is selling you something.

We have have multiple identities due to online activities. We present ourselves in different ways on different social websites, for example you might be a bit more professional on twitter.

Our generation needs to be careful about what is put on social media, it may come back and haunt you when it comes to employment and job offers. Language is changing and we need to know how to use it. Slang and text message speak is not appropriate for a letter for a job application.

Goffman "In the modern world we are all having different identities."
The important thing is to know your identity.
 Who are the key 5 identity collectors?

1. Google: every two days they collect as much information that's available in the world up to 2003
2. Facebook
3. Amazon
4. Microsoft
5. Apple

They are all looking for our data, however apple is the only one that refuses to give their data to the American Government. They have some social conscious whilst Facebook has no ethical position. Google wrote to the WHO in 2006, saying that they will have a flu epidemic. They saw no evidence for this, yet 6 months later was the SARS outbreak. WHO asked how did they know this? Google saw a 2000% increase in Google searches for flu remedies in China.

Another example is a company called Target in America, a pharmacy. Target wrote to young women/teenagers in America offering them baby products. The parents of the girls decided to sue the company, it was then found that 40% of these girls were pregnant at the time and the parents didn't know.
How did Target know?
From their shopping data, they saw these girls buying non perfumed products (which can be an indicator of pregnancy) and so targeted them with other baby products.
In 40% of the cases they were correct.

The New New
We need to think of the space as an ecology, a Rhizome (roots of a plant). When there were only 3 TV channels, everyone talked about television  but twitter wants us to use them to talk about TV because they own a TV station.


If social media is free, someone is selling you. We should try to avoid these networks. If it can be digitised it is worthless.

 BIG DATA
THE NEW OIL, counting what counts- Funded by NESTA
"Everything that can be counted does not necessarily counted everything that counts cannot necessarily be counted."
Albert Einstein
Sometimes it's not easy to measure things. But first: Data is going from closed and controlled towards open and complex. We can claim our data at any time but when you get that data you need to think about

1. Volume
2. Variety (comparing patterns)
3. Velocity ( the speed you get the data, the agility)

So this means you need to have a pattern of usage.

BIG DATA is the glue that holds these trends together is a present context. It tells us about the future and where we are going, It offers 3 possibilities :

• We can analyse the macro and the granular vast things and very small things. We can see what 1 individual and what 10,000 are doing, and you can see if the 1 individual is representative. 
• We can 'curate' and measure
• Move from causality to patterns

Data is not: 

1. Replacing experience (skills)
2. It is not objective
3. Technology driven
4. Uncreative - When you get the data you need to be making info. graphics.

Social Capital and measurement, Social or cultural capital is the power you have that is not economic. The trick is to have both.