ISMBRIEFING#2
- ISM BRIEFING #2 -
“You can’t connect the you can only connect So you have to trust somehow connect You have to trust your gut, destiny, life, Steve
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dots looking forward; them looking backwards. that the dots will in your future. in something — karma, whatever.�
Stanford commencement address, 2005
Jobs
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- INTRO -
ISM BRIEFING #2 In an age of increased connectedness, where we are increasingly living alone in Megacities, but with 500+ ‘friends’ on Facebook, the concept of Superconnection has emerged. And as we increasingly live life online, consumers are now looking for deeper forms of connection offline - blood ties, friendships forged by intimately sharing the journey through life, connections beyond likes on a web page. ISM Briefing #2 explores the social trends, visual images and symbols, the enchantment consumers are seeking in the psychology and lifestyle of Superconnection.
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Superconnection
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SMALL WORLD TO MICRO WORLD The Six Degrees of Separation, the idea that we can connect with anyone else on the planet, is no longer true, Facebook’s data scientist Lars Backstrom says it’s actually 3.74 Degrees of Separation.
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ME UNPLUggED In the age of social networking the ultimate luxury is disconnection and the time to connect with ourselves. M.I.T. Sociologist Sherry Turkle, writes in Alone Together of the disconnect created by the always connected digital self. “As we instant-message, e-mail, text, and Twitter, technology redraws the boundaries between intimacy and solitude.� If Turkle is right, we may become more conscious of social networking while watching TV with the family, texting during meals. Expect more images of human interaction, Face-To-Face and images of ourselves alone, Superconnected to our own thoughts, feelings and inspirations.
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COSMIC ROMANCE Romance is the default genre of Superconnection, the destiny of how we meet The One. Romance stories from Cinderella to Titanic tell the tale of the cosmos bringing two people together. Cosmetics and Perfume ads have nodded to this idea but never more directly than in the recent Chanel No. 5 ad featuring Audrey Tatou who plays out Romance as a divine accident, making Romance even more special, the one-in-a-million chance meeting. In a world of economic and social discord, we believe in the Superconnection of Romance.
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Superconnection
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LUCK IS CHANCE PLUS DESTINY In the US, sales in the lottery increased by $1 billion between 2009 and 2010, and in 2011 up until June 28, 41 state lotteries increased ticket sales with 17 reporting record sales. When people are finding times hard, it’s easy to see why we would roll the dice, not just for cash, but for the sense that we are connected to Lady Luck.
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POST-TWITTER Interactive designer Jonathan Harris launched the We Feel Fine project in 2006 which monitored feelings from blogs across the web. His new project Cow Bird enables people to connect through storytelling. People are encouraged to share their personal stories, via words, photos, moving images, and characters. Cow Bird, a kind of Post-Twitter project, finds connections between different stories on the site and weaves them together into a ‘meta-narrative’. “The big question,” Harris tells Design Mind website, “is whether it’s going to resonate with people or not, because the trend for years has been shorter, faster, more. This platform is reversed. It’s asking people to not follow that trend anymore and to move toward longer, slower, less.”
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GHOST NETWORKS Superconnections is conversing with ghosts. The family tree trend has expanded from hobbyists to mainstream TV drama as celebrities dig into family history, creating family trees, seeking anchorage, a richer sense of identity, mid-life re-assurance. Exploring the deep past of family history reveals stories, choices and decisions that shape a life. In economically difficult times, the family tree trend fills a need for deeper narratives, giving perspective on our lives from previous generations, connecting to a wider sense of purpose.
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I AM A LOCAVORE In 2012 we are ‘Locavores’. The word Locavore originated as a descriptor of our desire for locally sourced produce, food that is produced sustainably, that isn’t shipped vast distances. Locavore now describes our wider attitude as consumers, our desire for ‘the authentic’, for products and culture we can trust, expressed most clearly in the craft revival, in the folk music trend, and strangely enough in ‘beard revivalism’.
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SMALL CAUSE BIG EFFECT Malcolm Gladwell called it The Tipping Point, others describe the way in which a small event can cause a big difference as The Butterfly Effect. The image of The Butterfly Effect created by M.I.T. Professor Edward Lorenz trying to explain the unexpected connections of chaos theory – “Does the Flap of a Butterfly’s Wings in Brazil Set Off a Tornado in Texas?” How do small acts change the world? How do we connect with each other in rational, magical and unforeseen ways?
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SUPER-CUTE BEATS BEAUTY From Fashion to Art, Beauty has got more complicated, but Cute has got Super-Cute. Shares of pictures, virals, and You Tube videos tell us that pictures of pets and babies are online catnip. Super-Cute simplifies the idea of Beauty, makes it iconic, cuts through online cynicism, skepticism and snark. Super-Cute is the new currency of the social.
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Click on the text opposite to connect with more research >>>
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- SUPERCONNECTION TRENDS -
1 Small World To Micro World Research post from Lars Backstrom and researchers at University of Milan
2 Me Unplugged Sherry Turkle’s page at M.I.T
3 Cosmic Romance Chance and Romance by Chanel…
4 Luck is Chance plus Destiny USA Today on Lottery trend
5 Post-Twitter Jonathan Harris’ Cow Bird project
6 Ghost Networks Who Do You Think You Are NBC
7 I Am A Locavore Librarians have always been the ultimate Superconnectors...
8 Super-Cute Beats Beauty The Science of cute
9 Small Cause Big Effect Influence and the butterfly effect
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superconnection font
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- SUPERCONNECTION FONT -
The ‘Superconnection’ Font ‘Superconnection’ is a font specially created by the design team at Image Source to accompany our second ISM Briefing – Superconnection. The ISM Briefing explores the world of Superconnection, where images connect us with the world in extraordinary ways, picturing new relationships, shared journeys and the vivid emotions that comes from us linking with others across time and place.
Inspiration Image Source designer Myoung Jo explains some ideas she drew from in generating the font. “The driving design idea behind this font is the ‘Line’. When thinking of ‘connection’, the image of a very old family tree map popped into my head, with endless lines that connect all history with the present moment. There’s an old Korean saying, ‘The relationship of a couple or family is already connected by an invisible thread’. It’s the idea that a relationship, ‘is meant to be’. The ‘Superconnection’ font expresses the idea that all the happenings of past, present and future are delicately connected.” ‘Superconnection’ is FREE FOR NON-COMMERCIAL USE. If you need a COMMERCIAL LICENSE contact info@imagesource.com. To download the ‘Superconnection’ font click here To see the report and further research around the ISM Briefing go to: imagesource.com/superconnection imagesource.com/blog
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www.imagesource.com/blog