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Hybrid Concepts

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Tomas Träskman

on 19 September 2013

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Transcript of Hybrid Concepts

Do they exist?
Weak Signals
More weak signals
1. Advertising: A briefly stated clear idea around which an ad or marketing campaign is organized.
2. Product development: A clear, detailed description of the attributes and benefits of a new product that addresses the needs of the targeted customers.
3. The reasoning behind an idea, strategy, or proposal with particular emphasis placed on the benefits brought on by that idea. Examples of concepts include the design for a new automobile or the pitch behind an advertising campaign.

Read more: http://www.businessdictionary.com/definition/concept.html#ixzz2Qcg8jSLE
Are these weaksignals "Concepts"?
Tuottaja 2020
Hybrid Concepts
Feel true life
How do you develop a concept that takes into consideration these driving forces?

Business Concept:

An idea for a business that includes basic information such as the service or product, the target demographic, and a unique selling proposition that gives a company an advantage over competitors. A business concept may involve a new product or simply a novel approach to marketing or delivering an existing product. Once a concept is developed, it is incorporated into a business plan.

Read more: http://www.businessdictionary.com/definition/business-concept.html#ixzz2Qd06A6pp
Ask the doers:


Do we even want them to exist?
-What is a concept?
- How and in what context is it used?
What are the attributes and benefits? Is this a product? Are the complainers "customers"?
Battle of Orgrave: What is the unique selling proposition? Is it Art? And is art then, a concept ... without a business plan?
"The combination of expression from several areas of art, shifts in expression, and media
and interaction are the ancient core of any innovation. Support systems for art and culture are based on the traditional division of the arts and are not able respond to the needs that have arisen as a result of what today makes art in new ways. The new
forms of art today are e.g. HYBRID ART, science & art
concept (eg bioart), works and practices that
occurre in social media and communities and art
produced on organic and ethical grounds."
Alternative idea: maybe this is the next step in 3D?

"High definition TV, 3D enviroments and portable media players, to name a few. all of these are representations of hybridization being refined generation after generation to be more natural to humans and better replicate real life scenarios."
"Hybridization is a term used to describe a type of media convergence whereby a new mode emerges containing elements of combined media."
Proposition: The weak signals registered are different forms of "hybridization."
A concept moves from the margin (new media) to the mainstream (a ministry).
1. Nourish all senses

Art and cultural consumers need to feel the music, hear visual arts
and smell the movies. All senses must be engaged in order to build a
whole experience. This means new ideas and co-operation across the
different areas of experience focused actors. The meaningful experience can be built as an artificial construction. Increasingly, it is built
by sending consumers to authentic surroundings to feel true life with
all their senses.
Signals: organized travel to slums, ambient design, A ScentOpera at
NY Guggenheim with special chairs for audiences equipped with smell
producing microphones
2. Slow down and downshift

Consumers are getting frustrated with an increasing speed of everything. Give them place and means to slow down and relax. This can take
place just for the evening or alternatively by providing new dimensions
for life. Some seek for larger changes in life at any age: new hobbies,
new ways to nourish ones spirit and form new communes sharing the
same desires. Ecological thinking, retro and do-it-yourself - ideologies
go hand in hand with slowing down.

Signals: the 100 Things Challenge, travel 14 weeks one ozbus from
London to Sidney instead of flying, Tesco attracting new staff by giving
annual possibility for 12 weeks unpaid leave
4. Build augmented reality

Virtual and real worlds overlap and mix building a multidimensional experimental space. Cultural events live simultaneously on and off location
and streamed to peer groups.

Signals: Metropolitan opera performances are streamed to movie theatres, Nobel peace prize event was broadcasted simultaneously in YouTube, friendcasting more popular than Google
5. Get inspired and find new possibilities using new technology

The technological development provides new possibilities that affect the
consumers’ everyday life and expectations on experiences, wide variety
of different distribution channels and ways to consume cultural context.
Cultural manager needs to stay in touch with new development and take
advantage of it to serve the multiple needs of the consumers.

Signals: Artist performing as holograms, iRing working as remote a controller of iPad, robots taking over the previously human tasks
3. Provide surprising collectives

Urban individuals seek for temporary collectives, sense of belonging.
This is often connected to an innovative use of city space. Cultural manager has to provide new ideas in order to build urban events and also
find new ways of financing the actions for example through guerilla
marketing, joint cultural events or merchandising.

Signals: flash mobs, cultural jamming, guerilla marketing, rise of event
marketing as important part of marketing-mix
6. Globalization and localization penetrate everything

The world in becoming increasingly flat: we live in a global context with
global labor, production and brand markets. But simultaneously 90 we seek
for a local context: food grown around the corner, art rising from our society, experiments that emphasize special characters of the region. Cultural
producers must be increasingly sensitive to the needs of immigrated people
with the background of non-Finnish tradition. At the same time, the growing need of strengthening the local culture should be taken into account.

Signals: Thousands of people joining Chinese New Year Eve in Helsinki,
Finnish nurses emigrating to Norway and Philippine nurses immigrating
to Finland, CouchSurffing where private people host travellers and lodge
couches around the world
What are the driving forces to these trends?

Nuorish all the Senses: "Increasingly, it is built
by sending consumers to authentic surroundings to feel true life with
all their senses.
Downshift: "Originally, the 100 Thing Challenge was a personal simple living project Dave did to break free from consumerism. "
7. Precarious, project based work becomes a typical way of

The cultural occupations have been pioneers of precarious work, where
individuals simultaneously combine several sources of income such as
salary, grants, part-time entrepreneurial work and social security benefits. Cultural workers live at a continuous risk of income loss and detachment to any organization. The experts in different disciplines move
around the global markets and companies compete in providing interesting, creative and inspiring atmosphere. Cultural managers play a role
in strengthening the appeal of a company.

Signals: global head hunters is a growing business, major companies
are hiring crowdsourcers and head hunters, corporate brands and cul-23
tural competence increasingly important for companies when attracting
new expertise
8. From value chains to co-producing

The traditional role of cultural manager mediating between the artist
and the audience is accompanied by the role where cultural manager
needs to be able to include the former and existing consumers to the
development and production process. The core asset of a producer is a
virtual community; one can be mobilized in virtual and real worlds.
Signals: Savonlinna Opera festival producing a premiere to the opera
developed by an open process joined by anyone interested via a shared
internet platform. Peer production providing translations for Harry Potter books in several languages way before the official versions were
published by the publisher.
9. Fragmentation of consumers into several interest groups

It is increasingly difficult to find one’s customers. At an individual level,
consumers build their social world from small moments, visions and random
experiences. They don’t form a cohesive lifestyle or world view. Instead,
they follow a wide range of media and peer information platforms, which
belong to several peer groups and are thus more unpredictable than previous generations. For a cultural manager, this means increasing difficulties in
getting in touch with the client and predicting what the client wants.

Signals: Thousands of new groups emerge in Facebook on a daily basis
collecting people around miscellaneous themes, e.g. go-go active seniors & slow-go seniors with limited activity & and no-go seniors seeking
cultural activities to have a break from their daily life in treatment facilities: same age groups with totally different consuming patterns.
Global& Local:
Couchsurf: The website provides a platform for members to "surf" on couches by staying as a guest a host's home, host travelers, or join an event
From value chains to co-producing:
"The core asset of a manager is a virtual community; one can be mobilized in virtual and real worlds."
10. City as urban playground

The city space is taken as a playground for collectives often living simultaneously as virtual and as real life groups. Cultural organizations 91
find use for empty spaces released from industrial production moving
away. Cultural managers seek for new ways to use the released space
in a productive way under the ideology of cultural industries. Increasing
amount of events are semi-organized, they take place due to the initiative of single individuals asking people to join in social media. The public
may grow into a variety of professional events, even though there might
not be an authoritative cultural manager in charge of the event.

Signals: Golf on the streets of Paris at night, April fool’s day pillow fights
in hundreds of cities, reuse of urban factory spaces as cultural spaces
9. Fragmentation of consumers
"At an individual level, consumers build their social world from small moments, visions and random experiences"
Break free from consumerism
Explore the world one couch at a time
live simultaneously on and off location
include consumers in the development and production process.
there might not be an authoritative cultural manager in charge of the event !?
Hybrid Concepts
the result of hybridization, supercession and convergence lead to a need to manage:
- Openness
- Contradiction
- Intimity
- Creativity
- Communities
Easy access
True life
The power of Crowds
What kind of competences does the manager need in the future?

Assignment 2
Write down:
Encounters with "Hybrid Concepts"
Consumers don’t form a cohesive lifestyle or world view.
Welcome to the New Normal
Welcome to the New Normal!
New Normal:

"A new concept of the community"
Is the complaints choir a "concept of a community?"
Wittgenstein: "Using a bad expression is a good way to get lost"
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