Communication and new times/new culture/new enterprises Maja Hawlina / [email protected] „Why can’t you sell brotherhood like you sell soap?” -Wiebe.

Communication and new times/new culture/new enterprises

Maja Hawlina / [email protected]

„Why can’t you sell brotherhood like you sell soap?” -Wiebe

Poper Studio

● a studio for communication in public space● intertwines the non-for--profit, social, cultural and business

spheres● focuses on social responsibility &comm. efficiency● interdisciplinary approach / research + theory + concepts● basic tools: expertise, immagination, energy, emotion,

stories, new technologies● personal affinity for societal issues, culture and art


● from ownership to shared access● sharing + participation● co-production + prosumers● collaborative open source programming, design....● mutual funding● new technologies + internet as a cooperative model of creation +

ownership

THE NECESSITY OF NEW LANGUAGE

Changing paradigms


● Couch surfing● Washing caffe – shared washing machines + debate● Wikipedia● Car pools● Time banking / Japan - time for the elderly● Micro-loans

Examples


● central role: values & mission● not focused exclusively on profit● blurring of boundaries between production and consumption● new models, experiments / peer-to-peer, crowdsourcing,

platforms, open source /● use of social networks for creating relationships /

communication technologies

Characteristics of new enterprises


The common denominator of new enterprises

Social innovation = development and implementation of new ideas that aim to cover society’s shortfall.

Social creativity = resources that can be used for societal, political, economic, environmental…… purposes.


How do we change social innovation into sustainable models?

Marketing: critical overview

● Bottomline- profit● managing brand/image is more important than managing the

product/service/content● everybody is competing with everybody ● total instrumentalization of everything● programming everybody for consumption and passivity


Maja Hawlina

Commercial advertising and brands are

colonizing every inch of the public and

and ever-increasing part of the mental space.

Mainstream advertising: critique

● top down communication + programming● messages are simplistic, synthetic, shallow, no authenticity,

pseudo-critical● dis-respect for the intelligence of the audience● aesthetics without ethics, over designed, without content -

“cool”● capital views all public (and mental) space as “dead space”

to be occupied● manipulation - no distinction between editorial and

advertising content in the media


WE ARE LIVING IN A WORLD WHICH IS INCREASINGLY RESEMBLING A SHOPPING MALL

Collateral damage

Marketing and mainstream advertising cause both short- and long-lasting psychological, social and ecological effects:● anxiety, alienation, loneliness● fellings of helplessness● growing distances between people● invasions of privacy● programming of people – neuromarketing● competitiveness


Can we sell ideas, perspectives, social orientations in the same way, we sell products?

Forward towards basic values

Precondition: the 3 basic ethical principles:● truthfulness – does not mislead, give false suggestions or

glorifies● dignity – respect for the individual and the method of

communication● encouraging social and personal development +awareness of short-term and long-term effects and consequences of own actions


Socially responsible communication

● promotes positive social changes● initiates and enables dialogue (offers channels)● raises questions relevant for the society● invites to reflection, self-reflection and self-expression● invites to contribution● empowers the recipient for true choice


Important

● awareness of short-/long-term effects● co-operation / production chain – with whom?● more than image / content + process● participation, involvment, open source, open-ended, open-

heart


Public space

Pressing question: To whom belongs the public place?

It focuses on space, identity, power and their relationship.

Good public space: more solidarity, cohesion, connection, curiosity + raises imagination how to live together better.

The role of public space as a medium

● public space is shrinking, disappearing as agora, it is colonised by capital & brands, public questions are rare

● it is physical, site specific

● It opens perspectives, broadens horizons

● the encounter with Other + exchange

● surprises and invites reflection

● meeting otherness & difference = ultimate cultural experience

● vitality

● offers different meanings/functions/multi-layeredMaja Hawlina / [email protected]

Communication interventions

Dialogue opens and connects different perspectives and is the basis of democracy.Communication interventions in public space should be:● a spark for dialogue / societal issue● an invitation to participation -> the marginalised, the

invisible● a platform / physical space / centre for new dialogue● a form which opens up and creates new meaning / internal

dialogue between intervention and viewer


Art & poetry in communication

Words and images can open cracks, new paths in mind and hearts and expand territories:

●heartening project awakening affects●far-reaching project/new imaginations/vision●high value of life no matter how poor it is●shows different way to live or a fresh chance

of coexistence●poetry, subtlety, complexity, humour but only

after thorough research & reflection


Position

● using communication to open up new topics, new interpretation, and enrich the cultural environement

● to nurture interaction with proactive recipients

● to foster dialogue or provide conditions for it

● to NOT treat complex societal issues as products

● combining commercial, semi-commercial, pro bono and self-intiated projects


Maja Hawlina

Silly Illy

● the planned construction of an oil terminal in the Bay of Trieste with its long-term pollution of the environment

● Ricardo Illy, executive of the Illy coffee company (www.illy.com) was one of the leaders

● the Illy company cultivates the image of an environmentally-safe commercial entity

● design orientation – iconic coffee cups● conceptual artistic project by inviting art/design elite to

express their opposition to the terminal ● ANTI-TERMINAL Silly Illy = collection of protest coffee

cups


http://www.illy.com/

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Gypsy boy

●intolerance to Roma people - Slovene government decided to separate Roma children from the rest of school-children

●research on Slovene deep-rooted anxiety and antagonism towards Roma people

●revelation of racist and discriminatory logic we are no longer even aware of


“If you don’t behave yourself, we shall give you to Slovenians.”

Gypsy boy 2

●with the twist of meaning the message was sent into streets and the hearts

●reaction: praises and sympathies, hatred and aggression – clearly Slovenians do not recognize our own shadows

●a charge for offending national feelings was being filed

●“Gypsy boy” moved from the streets to the cover page of Peace Institute book report


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Spreading the meme

●the cover page was awarded a prize for its design in International book festival

●we ask ourselves: Was it due to its design or was it rather about the message?


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Research Center of Academy of Science and Arts

●communication intervention for 25. Anniversary of Scientific Research Centre at the Academy of Arts

●the very own Academy buildings were used for windows installation

●core mission and activity of the institution was expressed with socially engaged question:

“There is no peace. There are just searchings.”


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Academy of Science and Arts

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Academy of Science and Arts

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Faculty of arts and Night of the researchers

● how to find/remind and express the mission of an institution?

● how to promote the study of humanistic?


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Plakat

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Discrimination - The Erased I

• Communication problem: How to communicate efficiently socially sensitive issue, which separated Slovenian public opinion? How to raise sympathy of the public for the problem of the erased people?

• Key words: intercultural dialog, culture of public space, rearticulating of the Erased problem, image serves the content, cross-sector cooperation

• Virtual space • www.izbrisan16let.si

http://www.poper.si/si/main.php?content=gallery&subcontent=preview&subsubcontent=65

http://www.izbrisan16let.si/

Discrimination - The Erased II


Communication and new times/new culture/new enterprises Maja Hawlina / [email protected] „Why can’t you sell brotherhood like you sell soap?” -Wiebe.

Documents

artmaja hawlina

hawlina commercial advertising

passivity maja hawlina

media maja hawlina

social responsibility

social orientations

social creativity

implementation of new