Meaning and connection online For many individuals who are just becoming adults, digital me- dia isn’t used purely for enter- tainment purposes. They devote themselves to their devices with primal emotions: they consider their benefits, nurturing the com- munity that they’ve formed there and expecting that same commu- nity to support their emotion- al needs. For many, these digital “places” are a very real part of life: there they find like-minded people, share the things and people that inspire them, jointly create adven- tures and lead their (digital) friends on those journeys. Where the real ends and the virtual begins Digital media can take us to new places, enable us to connect with people all over the world, and help us to feel part of something bigger than ourselves. According to cur- rent trends, we are gravitating to- nego stvaran deo života: tu pro- nalaze istomišljenike, dele šta ih – i ko – inspiriše, zajedno kreira- ju avanture i vode svoje (digital- ne) prijatelje na taj put. Gde se završava stvarno, a počinje virtuelno Digitalni mediji nas mogu odvesti na nova mesta, omogu- ćiti nam da uspostavimo veze sa ljudima iz celog sveta i pomoći da se osećamo kao deo nečega većeg od nas samih. Analize beleže da gravitiramo ka interaktivnijim iskustvima: mestima i prostori- ma gde možemo da pobegnemo iz svakodnevice. Fama oko influensera Usmerenost ka određenim kreatorima sadržaja i dalje je važan deo digitalnog iskustva. Kreatori
nosti monetizacije. Dakle, iako ova iskustva izgledaju i doživ- ljavaju se kao zabava, ona često pružaju mnogo više: od preporu- ka proizvoda i pouzdanih izvora informacija do veće društvene i emocionalne vrednosti. Zaključak: sve je u rukama generacije zed To je prva generacija ko- ja je odrasla uz pametne tele- fone, društvene mreže i stalni pristup internetu. Njihovo po- našanje podjednako oblikuju fi- zički i digitalni svet, dodatno prizivajući metaverzum u nasta- janju. Oni možda drže ključe- ve budućnosti medija i zabave: verovatno je da je njihovo po- našanje rani pogled na poveza- nost stvarnog i virtuelnog ko- ja tek sledi. favourite films and TV shows to be expanded to a video game expe- rience. Such crossovers can reach larger audiences, create fascinat- ing cultural junctures and expand monetisation opportunities. So, although these experiences look and feel like fun, they often pro- vide much more: from product rec- ommendations and trusted sourc- es of information to greater social and emotional value. Conclusion: everything’s in the hands of Gen-Z This is the first generation to have grown up with smartphones, social media and constant internet access. Their behaviour is equally shaped by the physical and digital worlds, additionally invoking the emerging metaverse. They perhaps hold the keys to the future of me- dia and entertainment: it is likely that their online conduct provides advanced insight into the connec- tion between the real and the vir- tual that is yet to come.
wards more interactive experienc- es: places and spaces where we can escape everyday life. Gossip around influencers Orienting ourselves towards specific content creators remains an important part of the digital ex- perience. Creators and influencers aren’t losing any ground when it comes to establishing and build- ing trust, growing communities and stimulating awareness of brands, products and content. Nearly half of all surveyed consumers say that they are more likely to trust a brand if a trusted influencer has given their opinion on the product in question. Designing discovery Among younger generations, more than half of respondents de- cided to play a specific video game after watching a series or film in which that game is mentioned or appears, while approximately 60 per cent of them want more of their i influenseri ne gube primat kada treba uspostaviti i izgraditi povere- nje, razvijati zajednice i podsticati svest o brendovima, proizvodima i sadržaju. Skoro polovina potroša- ča obuhvaćenih istraživanjem ka- že da je veća šansa da će verova- ti tom brendu ako je influenser u kojeg imaju poverenje dao svoje mišljenje o proizvodu. Dizajniranje otkrića Više od polovine mlađih ge- neracija odlučilo je da igra odre- đenu video-igru nakon gledanja serije ili filma u kome se ona pominje ili pojavljuje, a oko 60 odsto želi da se više njihovih omiljenih filmova i serija proši- ri na iskustvo video-igrice. Ovi krosoveri mogu da dosegnu više publike, stvore fascinantne kul- turne trenutke i prošire moguć-
Ljudi od svojih digi- talnih me- dija traže više pove- zanosti i vrednosti People are seeking more con- nections and validity from their digital me- dia
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