IE MBA application essay

1. How do you imagine
social interaction
within 10 years, taking
into consideration the
impact of technology
on human relations?

2. 2
A chicken-and-egg dilemma
Human interaction as the root of
social media or the other way round?

3. 3
The paradox of social interaction
Social media
↗ are changing the way human beings interact
↘ will not replace physical-human interaction and the
reasons why we interact
Building relationships and connecting emotionally
would not be possible without human values.

4. 4
The future? It's all about antonyms…
Depending on the use of technology, social interaction can
develop in multiple ways.
MULTIPLE
INTERACTIONS
SINGLE INNOVATION
Any of those social evolutions fall in three main categories
(each being yin/yang), on their imaginary axis:
ORDER CONTROL
FREEDOM
PARTICIPATION
ENGAGEMENT ALIENATION
EXPERIENCE LEAN-BACK
LEAN-FORWARD

5. 5
ORDER
Consequences on social interaction
Technological
breakthroughs FREEDOM CONTROL
 Loss of control of personal and sensible
Cheaper personal Major visibility/presence of marginalized voices in
data
portable devices public debate
 Lack of protected privacy/opt-out options
Proliferation of mechanisms (e.g. “sousveillance”)
Nanosensors and smart  Lack of protected privacy/opt-out options
aimed at improving governance and enabling
networks  Enhanced “panopticon” surveillance
more efficient use of government resources
 Enhanced “panopticon” surveillance
 “Multi-local” services
Augmented reality  Virtual citizenship
 Loss of control of personal and sensible
data
Digital IDs Virtual citizenship Social reputation issue (social “prankster)
Virtual places where same interests, sentiment, Amplification of inequalities and
Niche social networks passion are shared segregation
Speech-to-speech Major visibility/presence of marginalized voices in
——
translation public debate

6. 6
IMPACT OF TECHNOLOGY ALONG ORDER AXIS
FREEDOM Cheaper personal
portable devices
Augmented reality
Niche social
networks
Speech-to-speech
translation
Digital IDs
Nanosensors and
smart networks
CONTROL

7. 7
ENGAGEMENT
Consequences on social interaction
Technological
breakthroughs PARTICIPATION ALIENATION
Virtual and  Enhanced everytime/everywhere online  Personality disorders
tele-presence education  Physical boundaries independence
 Cross-media/immersive media consumption  Potential psychological dislocation
technologies
Smart connected  Media hyperactivity
Cross-media/immersive media consumption
devices  “Artificial” friendship
 Addiction to “virtual”
 Enhanced everytime/everywhere online
 Personality disorders
Augmented reality education
 Potential psychological dislocation
 New/improved sense of community
 Physical boundaries independence
 Gaming socialization
 Loneliness and depression
 New/improved sense of community
Gamification  “Artificial” friendship
 Virtual places where same interests, sentiment,
Fraud risks
passion are shared
Volumetric and  Personality disorders
——
holographic displays  Potential psychological dislocation
Ultra paper flexible Enhanced everytime/everywhere online ——
thin screen education

8. 8
IMPACT OF TECHNOLOGY ALONG ENGAGEMENT AXIS
PARTICIPATION Virtual and
tele-presence Augmented reality
technologies
Volumetric and
holographic displays
Ultra paper
flexible thin
screen
Smart connected Gamification
devices
ALIENATION

9. 9
EXPERIENCE
Consequences on social interaction
Technological
breakthroughs LEAN-FORWARD LEAN-BACK
 Enhanced shopping experience: additional
 Too much confidence in virtual and
product information, context-aware interfaces,
electronic data/identities; uncritical and
new purchasing processes (virtual currencies for
NFC payment passive acceptance
virtual goods)  Deception issues
 Social recommendation and loyalty program -
 Fraud risks
consumer-rewarded mechanisms
Too much confidence in virtual ed
Voice and pattern
—— electronic identities; uncritical and passive
recognition acceptance
 Overlaying of virtual/electronic data with real
life world (e.g. to get further information about a  Dangers of fractured attention
Augmented reality masterpiece in a museum)  Uncritical acceptance of the “others”
 Virtual presence, remote meeting
 “Now” vs “in my own good time” entertainment Too much confidence in virtual ed
Gamification consumption electronic identities; passive acceptance.
Enhanced shopping experience: additional
Volumetric and product information, context-aware interfaces,
Inability to distinguish between real/virtual.
holographic displays new purchasing processes (virtual currencies for
virtual goods)
Gesture control Virtual presence, remote meeting Dangers of fractured attention

10. 10
IMPACT OF TECHNOLOGY ALONG EXPERIENCE AXIS
LEAN-FORWARD
Niche social
Augmented reality networks
NFC payment
Gesture control
Voice and pattern
recognition
Digital IDs
LEAN-BACK

11. 11
Truth lies in the middle
A manichean approach help us categorize technological
improvements depending on how they influence human
relations, but…
CONTROL
ER CE
FREEDOM
D N
OR RIBREAKTHROUGHS
TECHNOLOGICAL E
PE MENT
PARTICIPATION ALIENATION
EX GE
LEAN-FORWARD
GA LEAN-BACK
EN

12. 12
Truth lies (somewhere) in the middle
…we cannot fully foresee the exact degree of
influence, but only its range (which might even be
across both edges)…
ORDER
EXPERIENCE
ENGAGEMENT

13. 13
Let’s make a (good) example HOW
(history repeats itself…more or less) WA IT
(six S
ties)
Cathodic tube high prices lead people to gather
together in one place and enhances physical
socialization.
TV introduces a new sense of
community, freedom and participation,
yet being a lean-back experience.

14. 14
Let’s make a (good) example HOW
IT
(history repeats itself…more or less) IS
(now
)
TV gradually turns into a couch-
potato passive experience.
Its consumption become restricted
within the family boundaries.
TV experience loses its
socialization strength. It
enforces uncritical
acceptance and therefore
acquires greater capacity to
influence people.

15. 15
Let’s make a (good) example WO
HOW
ULD
BE IT
(history repeats itself…more or less)
(202
0)
TV is a seamless social experience, enhanced by internet connection and
second screen devices interaction.
A social-gathering mechanism grows beyond
the living room and water cooler.
A participative, immersive,
democratic, lean-forward ecosystem.

16. 16
Let’s make a (good) example
(history repeats itself…more or less)
Consequence of TV on social interaction (sixt
i es)
FREEDOM CONTROL
PARTICIPATION ALIENATION
LEAN-FORWARD LEAN-BACK

17. 17
Let’s make a (good) example
(history repeats itself…more or less)
Consequence of TV on social interaction (now
)
FREEDOM CONTROL
PARTICIPATION ALIENATION
LEAN-FORWARD LEAN-BACK

18. 18
Let’s make a (good) example
(history repeats itself…more or less)
Consequence of TV on social interaction (202
0)
FREEDOM CONTROL
PARTICIPATION ALIENATION
LEAN-FORWARD LEAN-BACK

19. 19
In the end…
“THE MEDIUM IS THE MESSAGE” (M. McLuhan)
A medium affects the society in which it plays a role
not by the content delivered over the medium,
but by the characteristics of the medium itself.

20. 20
…you reap what you sow
THE MEDIUM IS (SIMPLY) THE MEDIUM.
AND WHAT IF MAN…

21. THANK YOU