Technology as Culture - The Role of Technology and Advertising in Everyday Life Presented to Edward Boches' class at BU College of Communication 4/12/2013

1. TECHNOLOGY
AS
CULTURE
The Role of Advertising and Technology in Everyday Life
Mathew Ray | Director of Creative Technology | Mullen
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2. A HISTORY OF NOW
• “Anything that was around when you were born isn’t really
considered technology”
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3. A HISTORY OF NOW
• Examples of technology’s impact on culture thru the past.
(token printing press slide...)
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4. A HISTORY OF NOW
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5. A HISTORY OF NOW
• 80 ad - Roman Colosseum, Baths, Representative Government
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6. A HISTORY OF NOW
• 1500 ad - Printing press
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7. A HISTORY OF NOW
• What’s common?
• Times of great changes in technology are inextricably linked to
times of great social change
• Because they are opposite sides of the same coin
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8. A HISTORY OF NOW
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9. A HISTORY OF NOW
• Obama campaign (even in our country, there’s no going back)
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10. A HISTORY OF NOW
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11. A HISTORY OF NOW
• See the parallel with today? (need slide that feels
anachronistic)
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12. A HISTORY OF NOW
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13. THE CONSTANT NEW
•6 months ago is an eternity now
• do you even remember what happened 6 months ago?
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14. THE CONSTANT NEW
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15. THE CONSTANT NEW
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16. THE CONSTANT NEW
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17. COPING MECHANISMS
• How to deal with this pace of change?
• You could spend all day every day just following trends and
not actually solving problems
• What are the strategies?
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18. COPING MECHANISMS
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19. COPING MECHANISMS
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20. COPING MECHANISMS
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21. BE THE BALL
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22. BE THE BALL
• Tackle from 2 angles
• Change your perspective
• Put yourself in your audience’s shoes
• Find interests and allow yourself to get distracted by things
they would know nothing about
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23. BE THE BALL
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24. BE THE BALL
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25. BE THE BALL
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26. DIVERSIFIED INTERESTS
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27. DIVERSIFIED INTERESTS
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28. DIVERSIFIED INTERESTS
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29. WHERE TO START
• Twitter lists - twitter.com/mrayinteractive/twitterati
• Find the influential people in some preferred subject matter
and stalk them. Follow their SlideShare, get audio/video/
transcripts of conference sessions. Build your own list.
• Freestyle - pick a topic on Wikipedia. dive deep. come up for
air when you have 10 subjects that are interesting. rinse &
repeat.
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30. PLAY, EXPERIMENTATION,UTILITY
•.
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31. PLAY, EXPERIMENTATION,UTILITY
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32. PLAY, EXPERIMENTATION,UTILITY
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33. PLAY, EXPERIMENTATION,UTILITY
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34. PLAY, EXPERIMENTATION,UTILITY
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35. CREATIVE SOLUTION VS INNOVATION
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36. CREATIVE SOLUTION VS INNOVATION
Always make sure your ideas fulfill 2 of the 3 criteria:
• Helpful
• Entertaining
• Amazing
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37. INPUT / OUTPUT
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38. THANK YOU!
Mathew Ray
mray@mullen.com
@mrayinteractive
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