DIGITAL [DIS]CONNECTIVITY
I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project. Signed: Jenna van den Heever Date: 6/11/19 N0741920 Word Count: 3287
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Introduction 4 Methodology 5 Aims & Objectives 6
4 Trend Consequences 23-30
7 Conclusion 43-44
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What is Digital Connectivity? 7-8 Interpretation 9-10 Trend Evolution 11-12
3 Trend Drivers 13-22
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Industry Implications 31-40
Future Thinking 41-42
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9
Bibliography 46-47
Appendix 50
References 45
Image References 48-59
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STOP SEEKING VALIDATION FROM PEOPLE ON SOCIAL MEDIA
The sound of her mother’s voice faintly creeps through the cracks of her bedroom door as she calls her name. She plugs her headphones into her phone, inserting them into her ears and plays her music. She opens Instagram, scrolling through pictures of people she hardly knows. Immersing herself, she notices how many likes each post gets. The comments of praise. Envy fills her body. She checks her own profile. A highlight reel. Perfectly edited. She examines her latest post, a selfie that was taken yesterday. Hours of prior editing to make it good enough to post. Only 134 likes. Ashamed, she quickly deletes it and turns off her phone. According to Memani (2018), “digitalisation is opening countless avenues to revolutionize society, culture and lifestyles”, however he also highlights how technology “is affecting relationships among people, sometimes changing how we feel about ourselves or see our place in the world”. This report will focus on the macro trend of Digital Connectivity, exploring how the rise in social technology has built interconnectivity, whilst simultaneously corrupting physical human connectivity. In addition, it will also investigate how consumers brand themselves online and explore relevant debates surrounding identity.
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METHODOLOGY
Extensive research was carried out to enable exploration into multiple trustworthy secondary sources in order to develop thorough and cohesive insights surrounding digital connectivity. The use of secondary sources provided a broad range of easily accessible material without the restraints of cost, time and the benefit of accessing large scale investigations. Within this, both quantitative and qualitative sources were used. Sources based on quantitative data included methods such as surveys, which produced high response rates and consequently, quantifiable results that would benefit critical analysis. However, restrictions in validity are present in the potential for respondents answering questions too quickly and in consequence, in-depth data and understanding is not obtained. Alternatively, qualitative data is more effective at producing detailed and thorough insights. This is achieved through the use of methods such as interviews and focus groups, allowing for a deeper understanding which will ultimately benefit further analytical investigations. Despite this, qualitative research has disadvantages involving researcher bias which will possibly affect the authenticity of results.
Therefore, to prevent these limitations in order to achieve valuable, unbiased research, information was accumulated from reputable sources such as published journals, books and articles. The absence of primary research, however, is a significant drawback in providing extensive research as there is a lack of control over data collections and no guarantee of source relevance. Additionally, sources such as trend reports, exhibitions and documentaries were also reviewed to further develop awareness of the macro trend and the key drivers.These methods of research allowed for more individual debates and arguments to be explored to inform potential discussions in the future. Therefore, rather than the use of factual data, these research sources have been used to evaluate the impacts and direction of the trend.
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OBJECTIVES
The purpose of this report is to analyse and critique Digital Connectivity by exploring all aspects of the trend and by understanding the key drivers, potential consequences, as well as deeper insights and debates. Specifically, debates surrounding the impacts on society, consumer behaviour, needs and mindsets in order to explore psychological arguments. This will help to identify the key insights into the trend that can be used as a platform for further areas of discussion. The report is finalised with potential insights into future developments and direction of the trend.
TO GAIN COMPREHENSIVE KNOWLEDGE THROUGH CARRYING OUT IN-DEPTH RESEARCH AND TO INCORPORATE RELEVANT THEORIES TO DEMONSTRATE IDEAS. TO ACCESS THE BREADTH AND DEPTH OF THE MACRO TREND IN ORDER TO CRITICALLY EVALUATE FINDINGS AND INFORM THE DECISION-MAKING PROCESS.
TO PROFESSIONALLY DEMONSTRATE IDEAS AND ARGUMENTS THROUGH THE USE OF APPROPRIATE VISUAL IMAGERY.
TO EXPLORE HOW DIFFERENT INDUSTRIES ARE RESPONDING TO THIS TREND BY INTEGRATING INSIGHTS INTO NEW DEVELOPMENTS AND FUTURE DEBATES.
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AIMS &
WHAT IS DIGITAL CONNECTIVITY?
Jawad (2014), defines digital connectivity as “A world in which consumers use many different devices to experience compelling new services that integrate video, voice, and data services to provide access and ubiquitous connectivity anytime and anywhere�. However, it can be argued that digital connectivity is a multifaceted trend with many alternate interpretations.
With a focus on connectivity, this trend can be interpreted by the connection that we have with ourselves as well as the connection that we create with others, and both of these concepts can be represented in the digital world. The connection that we have towards ourselves can lead to discussions around personal corruption as we tend to create a separate version of ourselves online and portray ourselves in a better light for the purpose of appearance towards others. In light of this, it can be said that “We’re living in an era where humans are putting forth these edited and inflated versions of their lives, this ‘idealized self,’ and then they are, quite literally, falling in love with themselves.” (Aboujaoude, 2012). Ultimately, the online world enables us to build a deeper connection with ourselves. It can be argued that this positively creates self-confidence, however, to an extent it is leading to narcissism and self-absorption.
In addition, the journey towards selfacceptance is altered and distorted through the digital world as we constantly feel like we can do better and look better. The connection that we have with others online is equally as important as the struggle for selfacceptance is also affected by the influence of others online. Essentially, we desire what we don’t have which leads us to want to replicate those individuals online who we feel are doing and looking better than us. Metzger (2018) explains that “what we end up showing the world is the version of ourselves we actually like, rather than the full picture of who we are”. The concept of ‘electric sheep’ supports this as consumers strive to fit in with the rest of society, leading to discussions surrounding digital technology as a toxic necessity that humans cannot live without.
Connectivity is a subconscious need for humans and the rise in digital technology has made this need more accessible, and therefore more fulfillable. However, there are many interesting debates and insights, which can be analysed, into how connectivity is simultaneously encouraged, suppressed and corrupted within the digital world.
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1960
Wide geographic networks were developed to enable distant computers to communicate with each other.
1980
1972
Electronic mail was invented
The system of interconnected computers grew larger, culminating in what people called the ‘Internet’.
1990
Hypertext, the interconnectivity between links, was invented.
1993
The web became visual with the introduction of the popular graphical browser Mosaic.
1996
Web users reaches 36 million, now the biggest user community.
2002
2003
2004
MySpace
2005
2006
Youtube
2010
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TREND EVOLUTION Digitalisation is at a significant period of transformation. Despite this, Suler (2016) states that “we are only just beginning to understand this new habitat we just created”. This reiterates the idea that consumers are still trying to grasp the power of digital technology and it can be argued that it is beyond the realms of human comprehension. Additionally, Suler (2016) states that “we cannot see clearly where we are headed in our evolution if we do not fully understand where we have been”. Consequently, the timelime portrays the history and evolution of the macro trend, to build and understanding of the trend origin and form initial insights into the future of the trend.
TREND
DRIVERS
SOCIAL MEDIA 15
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THINK ABOUT WHAT PEOPLE ARE DOING ON FACEBOOK TODAY. THEY’RE KEEPING UP WITH THEIR FRIENDS AND FAMILY, BUT THEY’RE ALSO BUILDING AND IMAGE AND IDENTITY FOR THEMSELVES, WHICH IN A SENSE IS THEIR BRAND. THEY’RE CONNECTING WITH THE AUDIENCE THAT THEY WANT TO CONNECT TO. (ZUCKERBERG, 2009)
”
Kemp (2018) states that “In 2018, there were 3.4 billion social media users”, a virtual reality that has driven globalised communication and knowledge sharing, making it a key driver of Digital Connectivity. Social media has driven the success of many brands in this digital era, granting access to the “extension of [consumer] psyches” (Suler, 2016). This leads to an insight which explores how brands use social media platforms to engage with consumers in order to gain a deeper understanding and to create loyal relationships. Social media is “a creatively playful path for exploring their identity as it engages the identity of others” and on a deeper psychological level can be described as “a space that reflects our personalities, beliefs, and lifestyles.” (Suler, 2016) Therefore, with the ability to interact with anyone online, it has become an avenue for brands to connect with consumers and to further understand their needs and desires. This concept is supported by the basic human need for connectivity and relationships which related to Maslow’s Hierarchy of Needs (1943) and the psychological need of belongingness [see appendix 1]. Through exploring the human needs and new expectations associated with this trend [see appendix 2], it is apparent that social media is where consumers seek to gain these desires and this has led to the “widely recognised existence of Internet addiction” (Suler 2016). Additionally, Gravagna (2018) explains that “regular connection to others allows us to maintain a sense of well-being that allows for self-care.” This further highlights the importance of human connection and fundamentally it can be argued to be the driver of the trend ‘Digital Connectivity’ as it combines the exciting evolution of technological advances with the basic human need for connection.
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INDIVIDUALISATION INDIVIDUALISATION
“One of the most psychologically versatile aspects of cyberspace is how it allows every individual to express who he or she truly is, something less that who that person is, something more, or something entirely different” Suler (2016). The diverse landscape of online environments offer a multitude of pathways towards self expression. On different digital platforms, people can convey different versions of themselves, as Turkle (1995) described in ‘Life on the Screen’. However, when exploring this idea further in the context of digital connectivity and from a psychological approach, it can be argued that humans naturally don’t want to stand out but rather blend in with the rest of society, ultimately creating a crisis in confidence. Perhaps, interconnectivity with other individuals online has not only enabled avenues for communication, but has also corrupted one’s personal identity as consumers become heavily influenced by the appearances of others seen online. In addition to this, with the rise in influencer marketing and social media promotion, humans are programmed to compare themselves to others and desire to have what they have, especially those who are successful and idolised. The Social Learning Theory conducted by Bandura (1977), demonstrates how people learn through the observation of others behaviours and attitudes, and identifying the effects this has on consumers. Bandura demonstrates the concept of “reciprocal determinism” which draws upon ideas that individuals behaviour is caused by others (Bandura, 1977). The presence of motivation creates a reason to imitate, supporting the idea that humans naturally try to replicate each other. Therefore, it can be argued that we all want to be individuals and celebrate our unique attributes, yet to an extent that we don’t stray away from what is popular and accepted by society in order to fulfill the human need for belongingness and connectivity.
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TO BE YOURSELF IN A WORLD THAT IS CONSTANTLY TRYING TO MAKE YOU SOMETHING ELSE IS THE GREATEST ACCOMPLISHMENT 18
(EMERSON, n.d.)
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Teens who use social media heavily are 3 times as likely to feel socially isolated (PRIMACK et al, 2017)
�
Another interesting insight into individualisation within the macro trend of digital connectivity, is the concept of social connectivity vs social isolation. Walton (2017) states that “the more time people spend on these sites, the more socially isolated they perceive themselves to be. And perceived social isolation is one of the worst things for us, mentally and physically.� As mentioned previously about connectivity with ourselves and with others, can it be argued that both can not be done simultaneously? When we start to connect ourselves too deeply to other people, we begin to lose a sense of connection within ourselves and our individuality, and vise versa. This critical viewpoint can be explored through the use of psychological theories in order to analyse the deeper impacts of technology and social media on consumers.
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MENTAL HEALTH & WELLBEING
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H
THOSE WHO HAD SPENT THOSE WHO HAD SPENT MORE MORE TIME TIME ON ON SOCIAL SOCIAL MEDIA MEDIA HAD HAD 2.2 2.2 TIMES TIMES THE THE RISK RISK OF OF REPORTING REPORTING EATING EATING AND AND BODY BODY IMAGE IMAGE CONCERNS, CONCERNS, COMPARED COMPARED TO TO THEIR THEIR PEERS PEERS WHO WHO SPENT SPENT LESS LESS TIME TIME ON ON SOCIAL SOCIAL MEDIA. MEDIA.
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(SIDANI, 2016)
It is apparent that there are both positive and negative aspects involving social media and mental health. As the digital world enables anonymous and immediate communication, it can be said that people who struggle with social skills, social anxiety, or who don’t have easy access to face-toface socializing with other individuals may benefit from connecting with others through social media. Alternatively, in her Forbes article titled ‘6 Ways Social Media Affects Our Mental Health’, Walton (2017) outlines key insights surrounding the negative aspects associated with social media wellbeing. Upon discussing the concept of internet addiction, Walton refers to a review study from Nottingham Trent University (2011) which investigates the criteria of addiction, which appear to be present in people who use social networks excessively. These include neglect of personal life, mental preoccupation, escapism, mood modifying experiences, tolerance and concealing the addictive behavior (Walton, 2017). This analyses the toxicity of internet connectivity in relation to mental health and the effects that social media has on the way people think and feel. Furthermore, she explains how we make comparisons to posts that we see online in “upward” or “downward” directions; meaning that we either feel better or worse off than others. This concept can be applied to both real like and in the social network world. It is apparent that only upward comparisons (feeling another person has it better than you) has negative impacts on consumers, whereas online, it seems that any kind of comparison is linked to depression symptoms (Walton, 2017). This presents evidence that social media creates a toxic online environment that is more harmful than the real world, making mental health and wellbeing a significant element of this macro trend.
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TREND
CONSEQUENCES
THE ADDICTED CONSUMER
According to Wpengine (2018), “22% of Gen Z could only comfortably go less than an hour without accessing the Internet”. This presents a dangerous level of dependency on the Internet and identifies the blurring of online and offline worlds. In addition, it is apparent that technology has caused a massive shift in cosumer’s needs, creating new expectations that are reliant on constantly being connected through digital technology [see appendix 2]. Furthermore, the United Nations (2011) stated that “disconnecting people from the Internet is a human rights violation”, presenting how technology has become such a necessity for humans. This supports the impact that the macro trend has had on society and opens up arguments as to whether digital technology does more harm than good.
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ELECTRIC ELECTRIC SHEEP SHEEP
“It takes a minority of just five per cent to influence a crowd’s direction -- and that the other 95 per cent follow without realising it” (University of Leeds, 2008). Subconsciously, we all tend to mimic the gestures of people we like and look up to, opening up potential discussions as to why. In a broader psychological aspect, “a common human behavior classified as ‘mirroring’ has been known and studied by psychologists for a long time” (Yarbrough, 2017). The act of mirroring can be identified through actions such as yawning or laughing, contagious actions that humans can not resist mimicking. However, there are also actions that are not completed subconsciously. For example, deliberately copying someone’s clothing choices that portrays a higher social status or is considered trendy by the rest of society. Furthermore, it can be argued that digital connectivity and social media has given humans more reasons to mimic others through seeing other people’s highlight reels online.
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DISTRUST
SOCIETY SOCIETY 29
Social media allows people to build a prefered version of themselves online and create an identity that is filtered and edited for the benefit of other’s opinions. With this being said, it poses the argument that not everything that you see online is true to its fullest extent. Information is so easily manipulated online in a way that people so naively believe. A consequence of this trend is a distrusted society and leads to discussions surrounding other socio-economic factors associated with the digital world.
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OUR PERSONAL DATA IS OUT THERE AND IS BEING USED AGAINST US, IN WAYS WE DON’T UNDERSTAND. (CADWALLADR, 2019)
When watching The Great Hack (2019), it informed insights into how data manipulation creates digital content which persuades consumer behaviour and decisions. “We have somewhere close to 4 or 5 thousand data points we can use to predict the personality of every adult in the United States. Because it’s personality that drives behaviour, and behaviour which obviously influences how you vote. We can then start to target people with highly targeted digital video content” (Nix, A., CEO of Cambridge Analytica, 2019). This relates to how political data manipulation has created a distrust in society and how individuals in power can directly influence how groups of people act in order to mold society into a version that they want. This leads us to have a lack of trust towards the content that we see online and creates an issue around privacy. Additionally, this consequence can support the idea that the content that we are exposed to, is manipulated to change our identities and ultimate cannot be trusted.
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WE ARE NOW THE COMMODITY. BUT WE WERE SO IN LOVE WITH THE GIFT OF THIS FREE CONNECTIVITY, THAT NO-ONE BOTHERED TO READ THE TERMS AND CONDITIONS. (THE GREAT HACK, 2019)
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”
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INDUSTRY IMPLICATIONS
THE FASHION INDUSTRY
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Digital Connectivity has impacted the fashion industry through the way consumers discover, share and talk about fashion. “The Global Fashion industry is moving into a decisive phase of digital adoption by the mainstream consumer” (McKinsey, 2018). With the shift in consumer expectations, brands are expected to follow the online movement. As a result of the decline in brick-and-mortar stores accompanied by the rise in digitalism, this has resulted in retailers repositioning themselves from a physical presence to an online one. There are many aspects that a brand must consider when operating online; sales, social and experience. An example of a successful fashion retailer who has implicated these elements is ASOS, a brand which exclusively sells clothing online. In addition, the brand engages socially on platforms such as Instagram and Twitter in order to connect with the brand’s target demographic. To an extent, it can be argued that the presence on social media is essentially free advertising for a brand and this consolidates how digital connectivity has positively impacted the fashion and retail industry. Lastly, technology has also enabled avenues to create virtual experiences for consumers. ASOS’s newst customer service technology, featured on their mobile phone app, enables consumers to upload an image of an item of clothing that you see someone else wearing, either in person or online, and it provides the customer with similar products on ASOS. This innovative use of technology taps into the new consumer expectation of instantness [see appendix 2] and this unique attribute encourages consumers to shop with their brand as opposed to another. ASOS have understood the digital shift and, subsequently, the new consumer expectations and applied this to their business strategy in order to operate as a key player in the fashion and retail market. In contradiction to this, ASOS has previously promoted the message of inclusivity through the launch of their self-expression campaign in 2018, portraying that they celebrated individualism which created a positive consumer response. This poses the question, does the use of virtual technology to provide exact product replicas go against being an individual if we all have the desire to wear what we see others wearing online? This prompts discussions surrounding individualisation and how social media and the fashion industry collaboratively corrupts human individuality and self-expression.
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THE MEDIA INDUSTRY
MEDIA, IN ALL OF ITS FORMS, PROVIDES CONSUMERS WITH A SOURCE OF COMMUNICATION AND OVERTIME THE WAY IN WHICH WE CONSUMER MEDIA IS CHANGING.
This new form of media absorption can be described as “the social data layer that tells the story of what we like, what we watch, who and what we pay attention to, and our location when doing so” (Hirshberg, n.d.). Social media is the most significant outlet in the industry today. An example of how the media has been impacted by the trend of digital connectivity is through communication apps such as Snapchat. Creating a virtual world of images, communication and filtered reality, Snapchat has contributed to this shift in media. The platform is popular for their filters and encourages consumer interaction, essentially creating a strong relationship with their consumers and reinforced brand loyalty. However, it can be argued that there are negative debates surrounding the deeper understanding of creating a filtered reality that consumers have now become obsessed with. A study from Boston University in 2018 found that “The omnipresence of these filtered images can affect a person’s self-esteem, make one feel inadequate in a certain way in the real world, and can even act as a trigger and lead to body dysmorphic disorder” (Rajanala et al, 2018). By inventing an initially harmless piece of technology, Snapchat has created further issues involved with human self-esteem and self image, ultimately manifesting discussions around individualism. Dr Neelam Vashi, director of the Boston University Cosmetic and Laser Centre, demonstrates further debates surrounding filters causing body dysmorphia, by explaining how consumers “seeking out surgery to help them appear like the filtered versions of themselves” (Vashi, 2018). This opens up arguments surrounding mental illness and, subsequently demonstrates the impact digital connectivity is having on the medical industry.
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A LITTLE ADJUSTING ON FACETUNE CAN SMOOTHEN OUT SKIN, AND MAKE TEETH LOOK WHITER AND EYES AND LIPS BIGGER. A QUICK SHARE ON INSTAGRAM, AND THE LIKES AND COMMENTS START ROLLING IN. THESE FIL TERS AND EDITS HAVE BECOME THE NORM, ALTERING PEOPLE’S PERCEPTION OF BEAUTY WORLDWIDE. (RAJANALA et al, 2018)
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THE THE MEDICAL MEDICAL INDUSTRY INDUSTRY
Y
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ALMOST 18 MILLION PEOPLE UNDERWENT SURGICAL AND MINIMALLY INVASIVE COSMETIC PROCEDURE IN THE UNITED STATES IN 2018 (ASPS, 2019)
”
“Millennials are trying to replicate the perfection in real life by seeking out treatments that contour cheekbones, straighten or reduce nose size, or make a person look slimmer” (Ritschel, 2018). As previously mentioned, it can be argued, that the rise in digital connectivity has consequently led to comparison and imitation, as supported by the theory [see page 18] posed by Bandura (1977). Therefore, the effect of comparison has escalated towards a rise in surgical procedures in an attempt to achieve the ‘ideal appearance’, presenting the argument that digital connectivity has had somewhat of an impact on the medical industry.
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FUTURE THINKING FUTURE THINKING FUTURE THINKING As a result of the rapid pace of technology evolution, it can be expected that many changes are still to come. Throughout the report, it is prominent the impact that this trend has had on consumers, brands and industries. Additionally, these effects are shown to be physical, mental and psychological. Subsequently, it has addressed the consequences of consumer addiction and how social media and technology has prompted imitation and mimicking, damaging one’s individuality and individualisation. Therefore, when considering future developments, it can be argued that these issues will either encourage or discourage these issues. Through exploring the macro trend of digital connectivity and the effect on consumers within society and different industries, possible research topics have been drawn out of the report in order to inform ideas for future research. Digital connectivity, in this sense, is heavily driven by appearances and ideologies, thriving off of consumer doubts surrounding personal image. Consumers crave connection with others in order to feel as though they are on the same social level and are achieving the same amount of social acceptance. This opens up discussions around how digital connectivity has made us all want to look the same and act the same, corrupting our sense of individualisation. If this continues to happen overtime, what will society look like? Will the ideologies of ‘perfection’ continue to change? And will society continue to try and replicate how others look and act to feel a sense of social acceptance?
This draws in aspects of other discussion points and explores how comparison and ‘Internet addiction’ can lead to toxic and negative thoughts, consequently causing to mental health issues such as anxiety and depression. Therefore, in regards to future thinking, will the rise in digital technology and social media only increase consumers risk of mental illness if people constantly strive for a perfect life? Will brands who have such a strong online presence subconsciously encourage this? Another interesting research area is focused on the aspect of connectivity within the trend. In particular, looking at how our connection with ourselves is corrupted when we focus too much on our connection with others, especially online. Is it true that both cannot be done simultaneously? In the future, will we all become socially isolated and interact less in real life as we become more digitally connected online? Will the online world become more important for humans that real life? Lastly, the final possible research point uses insights derived from the political factors [see appendix 3] that have manifested from the trend, in particular the recent topic of data manipulation. By using some of the viewpoints surrounding the Facebook-Cambridge analytical scandal, deeper discussions can in order to form debates about corrupted identity. Simply, does power corrupt the identity of society? Does targeted content influence identity? Is influence ultimately the reason our identities are easily manipulated?
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CONCLUSION This report has shown that digital connectivity is the forefront to many broader debates. The concept of identity in different forms and, in relation to digital connectivity, explores who we are both online and offline. It is apparent that the trend has developed existing concepts such as connectivity and self-expression, and subsequently there are psychological and health-related debates that follow this. In addition, this report has identified how different industries are implicating the trend and how these implications are having a further effect on society. The future of this trend may be unpredictable, however, the research that was conducted within this report has formed indications as to where it may be going and, consequently, what potential opportunities there are for future innovation. Therefore, this report on digital connectivity has raised questions that will act as a springboard towards Stage 1 where they be explored definitively.
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1:
APPENDIX 2:
Basic Needs: Identity Social Status Freedom Connection New Expectations: Inclusivity Attention Personalisation Instantness
3: Political: The Facebook-Cambridge Analytica scandal in 2018 is argued to have used data points from users in order to manipulate voting for Brexit and The Trump Campaign. This presents a political factor that involves digital technology to cause psychological manipulation, leading to corruption from power. Economic: Since going digital, the retail landscape has completely changed and given brands a new level of selling and promoting. This new avenue for sales has not only changed how retailers make revenue, but simultaneously changed the way consumers are able to purchase goods. In addition to this, digital platforms have become the new way to make an income online though being a social media influencer and collaborating with companies by posting sponsored content. Social: Online platforms have completely redefined the meaning of connectivity by allowing people to connect with each other in a way that is not physical, anytime and anywhere. Furthermore, it has given humans the ability to mix with other social groups, encouraging deeper cultural understandings and appreciation. Technological: In this digital age, there has been a multitude of new technological inventions that focus on increasing consumer convenience and ease of access. This taps into the new consumer expectations such as instantness and personalisation. Brands have incorporated technology that grants these desires to consumers in order to provide them with a better online retail experience.
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