Age Of Context

In 2006, co-authors Robert Scoble and Shel Israel wrote Naked Conversations, a book that persuaded businesses to embrace what we now call social media. Six years later they have teamed up again to report that social media is but one of five converging forces that promise to change virtually every aspect of our lives. You know these other forces already: mobile, data, sensors and location-based technology. Combined with social media they form a new generation of personalized technology that knows us better than our closest friends. Armed with that knowledge our personal devices can anticipate what we'll need next and serve us better than a butler or an executive assistant. The resulting convergent superforce is so powerful that it is ushering in a era the authors call the Age of Context. In this new era, our devices know when to wake us up early because it snowed last night; they contact the people we are supposed to meet with to warn them we're running late. They even find content worth watching on television. They also promise to cure cancer and make it harder for terrorists to do their damage. Astoundingly, in the coming age you may only receive ads you want to see. Scoble and Israel have spent more than a year researching this book. They report what they have learned from interviewing more than a hundred pioneers of the new technology and by examining hundreds of contextual products. What does it all mean? How will it change society in the future? The authors are unabashed tech enthusiasts, but as they write, an elephant sits in the living room of our book and it is called privacy. We are entering a time when our technology serves us best because it watches us; collecting data on what we do, who we speak with, what we look at. There is no doubt about it: Big Data is watching you. The time to lament the loss of privacy is over. The authors argue that the time is right to demand options that enable people to reclaim some portions of that privacy.

In a world of limitless media noise, how can businesses break through to customers? Context. We are in the midst of a massive media revolution. For the first time in history, ordinary people around the world have the ability to create, distribute, and consume content instantly, from anywhere, using connected devices. The massive increase in media "noise" created by these consumers and devices creates an entirely new situation that makes conventional marketing models obsolete. And yet countless companies and marketing organizations continue to rely on traditional models, assuming that their "campaigns" will sway customers. They couldn't be more wrong. In this provocative and practical book, Salesforce marketing maven Mathew Sweezey boldly outlines this new "infinite media" environment and poses a profound question: In a transformed world where customers shape their own experience, what is the key to breaking through and motivating them to buy? It is context--the close linkage between an individual's immediate desires and the experiences a brand creates to fulfill them. Drawing on new research and new insights into current consumer psychology, Sweezey defines the five key elements of context. Customer experiences must be: Available: Helping people achieve the value they seek in the moment Permissioned: Giving people what they've asked for, on their terms Personal: Going beyond how personal it is to how personally you can deliver it Authentic: Combining voice, empathy, and brand congruence simultaneously Purposeful: Creating a deeper connection to the brand, beyond the product Sweezey uses vivid examples to highlight a new marketing model used by high-performing brands big and small. The final part of the book shifts to execution, providing a new rule book for context-based marketing. The Context Marketing Revolution will change forever how you think about the purpose and practice of marketing.

Western digital game play has shifted in important ways over the last decade, with a plethora of personal devices affording a range of increasingly diverse play experiences. Despite the celebration of a more inclusive environment of digital game play, very little grounded research has been devoted to the examination of familial play and the domestication of digital games, as opposed to evolving public and educational contexts. This book is the first study to provide a situated investigation of the site of family play— the shared spaces and private places of gameplay within the domestic sphere. It carries out an empirically grounded and critical analysis of what marketing and sales discourses about shifts in the digital games audience actually look like in the space of the home, as well as the social and cultural role these ludic technologies take in the everyday practices of the family in the domestic context. It examines the material realities of video game technologies in the home; including time management and spatial organization, as well as the discursive role these devices play in discussions of technological competence and its complex relationship to age, generational differences, and gender performance. Harvey’s interdisciplinary approach and innovative methodology will hold great critical appeal for those studying digital culture, children’s media, and feminist studies of new media, as well as critical theories of technology and leisure and sport theory.

Journalism in Context is an accessible introduction to the theory and practice of journalism in a changing world. The book looks at the way in which power flows through media organisations influencing not only what journalists choose to present to their audiences but how they present it and then in turn what their audiences do with it. Using examples from across the world, as well as from her own research, Angela Phillips uses them to explain complex theoretical concepts. She invites readers to consider how news is influenced by the culture from which it emerges, as well as the way it is paid for and how different countries have approached the problem of ensuring that democracy is served by its media, rather than being undermined by it. Journalism has always been an early adopter of new technologies and the most recent changes are examined in the light of a history in which, although platforms keep on changing, journalism always survives. The questions raised here are important for all students of journalism and all those who believe that journalism matters.

From the creator of the number one business blog comes a powerful exploration of how, and why, businesses had better be blogging: Naked Conversations. According to experts Robert Scoble and Shel Israel, blogs offer businesses something that has long been lacking in their communication with customers -- meaningful dialogue. Devoid of corporate-speak and empty promises, business blogs can humanize communication, bringing companies and their constituencies together in a way that improves both image and bottom line. The authors use more than 50 case histories to explain why blogging is an efficient and credible method of business communication. You'll find yourself excited about the possibilities blogs present after reading just a few pages. Discover how: Prominent business leaders, including Mark Cuban of the Dallas Mavericks, Bob Lutz from General Motors, and Jonathan Schwartz of Sun Microsystems, are beginning to use blogs to connect with their customers in new ways. Blogging has changed the rules of communication and competition. You can launch an effective blogging strategy and the reasons why you should. Featuring a foreword by Tom Peters, this is a resource you and your business can't do without.

This important book provides a comprehensive survey of different strategies for developing age-friendly communities, and the extent to which older people themselves can be involved in the co-production of age-friendly policies and practices.

The authors present a multi-level theory of "Information Worlds" to investigate the ways in which information creates the social worlds of people. Building upon the foundational works of Library and Information Studies (LIS) scholar and theorist Elfreda Chatman and philosopher Jurgen Habermas, as well as from theory and research from a wide range of other fields, the theory of information worlds can serve as a theoretical driver both in LIS studies and across other disciplines that study information issues, enriching and expanding our understanding of the multi-layered role of information in society. Testing their theory through application to a variety of real-world issues, Burnett and Jaeger tackle the topics of libraries and information provision, the value assigned to information by differing social groups, information access and exchange, international information policies, the role of information in democracy, and technological change. Information Worlds provides a framework for empirical investigations into the fascinating and very real social dimensions of information.

Moving beyond the ‘Web 2.0’ and ‘digital native’ rhetoric, this book addresses the complex experiences of learners of English as a foreign language (EFL) in a world embedded with interactive and participatory technologies. Adopting a sociocultural perspective, it investigates EFL learners’ behaviours concerning digital technology, and guides exploration into their contextually mediated choices and learning practices in the ‘2.0’ era. The argument is developed on the basis of the findings of a mixed sequential study that focused on 1485 Chinese undergraduates’ use and non-use of online tools and applications outside the English classroom. Particular attention is paid to the role of context and agency when understanding their learning choices and behaviours in the context of digital technology. In particular, the book acknowledges the explanatory power of agency in the minority instances of ‘good practices’ among these EFL learners. At the same time it demonstrates that for most learners, use of the current web is limited and mostly non-interactive. The barriers to ‘2.0’ transfer are largely contextual and the so-called ‘communicative opportunities’ and ‘participatory culture’ in particular did not fit into the learners’ sociocultural context of (language) learning. Overall, the compelling argument proposes that the technology-facilitated changes in EFL practices are a ‘bottom up’ process that is taking place in day-to-day situations and constrained by the learning context within which the learner is situated. Based on these arguments, the book provides a framework that challenges the existing beliefs about (language) learning with online technology, and that contributes to our understanding of how context mediates EFL learners’ behaviours surrounding digital technologies. It is a valuable resource for teachers, researchers and policy makers, providing them with insights into using digital technology to stimulate ‘good learning practices’ outside the classroom.