We are living in “post-modernity”, a complex historical phase characterized by a progressive withdrawal of people from the exasperated individualism generated by the liberation movements and from the rationalism typical of the modern period. This phenomenon implies a diffused commitment toward the re-composition of a fragmented society (generating tribes), and a general collapse of reality – that becomes more and more illusion and image (or hyper-reality). A turn point in the evolution of this landscape is represented by ICTs, that empower people to create many identities within (virtual) worlds, in which they carry with them symbols, meanings, relationships. This silent revolution is producing new business models, calling for an innovative approach both to the organization and to the relation with the market. In this work we give some hints on the state-of-the-art about these issues and their interplay by offering insights on an empirical case study: a company – Neopets Inc. - that has been born and lives (prospering) on a model based exclusively on an effective mix of virtual image and tribal online activity.
From Online Communities to Immersive Advertising: When PostModern Tribes become a marketing tool
CIRRINCIONE, ARMANDO;
2008
Abstract
We are living in “post-modernity”, a complex historical phase characterized by a progressive withdrawal of people from the exasperated individualism generated by the liberation movements and from the rationalism typical of the modern period. This phenomenon implies a diffused commitment toward the re-composition of a fragmented society (generating tribes), and a general collapse of reality – that becomes more and more illusion and image (or hyper-reality). A turn point in the evolution of this landscape is represented by ICTs, that empower people to create many identities within (virtual) worlds, in which they carry with them symbols, meanings, relationships. This silent revolution is producing new business models, calling for an innovative approach both to the organization and to the relation with the market. In this work we give some hints on the state-of-the-art about these issues and their interplay by offering insights on an empirical case study: a company – Neopets Inc. - that has been born and lives (prospering) on a model based exclusively on an effective mix of virtual image and tribal online activity.
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