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Communication and new times/new
culture/new enterprises
„Why can’t you sell brotherhood
like you sell soap?”
-Wiebe
Maja Hawlina / [email protected]
Poper Studio
● a studio for communication in public space
● intertwines the non-for--profit, social, cultural and business
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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
Maja Hawlina / [email protected]
Changing paradigms
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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
Maja Hawlina / [email protected]
Examples
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Couch surfing
Washing caffe – shared washing machines + debate
Wikipedia
Car pools
Time banking / Japan - time for the elderly
Micro-loans
Maja Hawlina / [email protected]
Characteristics of new enterprises
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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
Maja Hawlina / [email protected]
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.
Maja Hawlina / [email protected]
How do we change social innovation into sustainable models?
Marketing: critical overview
● Bottomline- profit
● managing brand/image is more important than managing the
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product/service/content
everybody is competing with everybody
total instrumentalization of everything
programming everybody for consumption and passivity
Maja Hawlina / [email protected]
Commercial advertising and brands are
colonizing every inch of the public and
and ever-increasing part of the mental space.
Maja Hawlina
Mainstream advertising: critique
● top down communication + programming
● messages are simplistic, synthetic, shallow, no authenticity,
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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
Maja Hawlina / [email protected]
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
Maja Hawlina / [email protected]
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
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awareness of short-term and long-term effects and
consequences of own actions
Maja Hawlina / [email protected]
Socially responsible communication
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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
Maja Hawlina / [email protected]
Important
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awareness of short-/long-term effects
co-operation / production chain – with whom?
more than image / content + process
participation, involvment, open source, open-ended, openheart
Maja Hawlina / [email protected]
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-layered
Maja 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
Maja Hawlina / [email protected]
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
Maja Hawlina / [email protected]
Position
● using communication to open up new topics, new
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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 / [email protected]
Silly Illy
● the planned construction of an oil terminal in the Bay
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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
Maja Hawlina
Maja Hawlina / [email protected]
Maja Hawlina
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Maja Hawlina
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
Maja Hawlina / [email protected]
“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
Maja Hawlina / [email protected]
Maja Hawlina
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?
Maja Hawlina / [email protected]
Maja Hawlina
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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.”
Maja Hawlina
Maja Hawlina / [email protected]
Maja Hawlina
Academy of Science and Arts
Maja Hawlina
Academy of Science and Arts
Maja Hawlina
Maja Hawlina
Faculty of arts and Night of the researchers
● how to find/remind and express the mission of an
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institution?
how to promote the study of humanistic?
Maja Hawlina
Maja Hawlina / [email protected]
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
Discrimination - The Erased II
Maja Hawlina / [email protected]