Documentos de Académico
Documentos de Profesional
Documentos de Cultura
SEDUCING
THE
SOCIAL
SUPER
EGO
Feb 2011
Contents
Introduction
Social performance culture. p. 3
The Social Super Ego. p. 4
Conclusion. p. 45
Bibliography. p. 46
Acknowledgements. p. 47
Links. p. 48
Introduction
Social
performance
culture
It was a current belief in the age of What emerges with Twitter and
the avatar and social phenomena Facebook users is a clear tendency
like Second Life, that having a digital to use social media instrumentally for
identity was a thoroughly liberating self-conscious commodification. In
affair. You could prance around as an other words they create their online
oversized rabbit or a Celtic warlord identities for the purpose of being
and say what you liked to anyone. consumed by others.
There were no limits; people could Some even argue that it’s all
safely hide behind the imagination becoming a rather addictive and
of their fantasy selves. Yet with pathological reflex (see MIT author
the advent of the ‘nanonymous’ Sherry Turkle). Researchers in
networks and public rating systems, Stanford University are suggesting
all this has changed. Social media that our social performances are so
tools have become part of real life, augmented that they are having a
not just for meeting fellow wizards, negative effect on their audiences,
but finding a job, seducing a wife, fuelling deep dissatisfaction as they
or even couch surfing. compare Facebook profiles with the
As a result identity creation has reality of their own lives.
become quite a serious matter,
requiring a considerable amount
of conscious thought to represent
ourselves in a way we feel happy
with. And as the goals of these
networks become more precise,
the pressure becomes more elevated
to perfect our role.
The point of this article is not to say In this paradoxical, pressured Either way the specifics of the
that Facebook is the evil of mankind, universe, it is no wonder that our digital social stage have given
labelling all social media users as minds have to do some significant birth to a new kind of performer
pathological narcissists. But rather mental acrobatics to readjust. that is an augmented version of
to acknowledge, that in this very Possibly the most simple and his Freudian cousin. We call it the
transparent, ‘public’ environment, interesting way to understand this Social Super Ego. Constantly on a
most of us will show a tendency to mental shift is through the prism high from making new connections,
perform for an audience with varying of psychoanalysis. This is not a and obsessed with nourishing its
degrees of awareness and intention. neuroscientific explanation, but infinite audience, it always presents
Whether you are a professional rather a metaphoric one, that helps itself in the best light possible.
anarchist, Italian food lover, or proud frame the issue within the context of It is highly creative, and often goes
new mum, the pressure is ON to get performance and every day life. On to great lengths to produce an
your performance in shape. While a basic level Freud tells us that the ideal model of itself with whatever
the lack of identifiable audience is a mind is structured with the three media there is to play with (images,
major factor in this pressure, infamous actors: the id, ego and text bites or video). Hyper alert
(it could be your mum looking at the super ego, each with their own and hypersensitive, it censors and
your profile, or a boy you secretly role, making it possible for us to filters anything that threatens its
fancied for years), there are other function and fit in to society. The ego reputation.
elements that exacerbate it. Social is the peacekeeper, surrounded by While all this seems rather
platforms are imbued with their own an instinctive Id, constantly seeking unnerving, there comes a point
linguistic culture that promotes the pleasure, and a very socially aware where we can no longer ignore,
limelight gaze. Whether it revolves Super Ego, striving for perfection or label it as an anomaly of digital
around ‘likes’, ‘fans’, ‘followers’, and acceptance. With the advent the media. It does not take much
‘diggs’, we are tacitly reminded of the social media, it seems that the Super reflection to notice that the impulse
high expectations we have to live up Ego, is becomingly increasingly is so strong in each one of us.
to, of what others want to see and dominant and conscious in this The Social Super Ego should be
hear from us, and not just twice a threesome, to the point where it named and recognized,
week. Mobile social connectivity and hogs the entire stage. While Freud if we are to ever get to grips
geo-location services now mean we and Dr. Elias Aboujaoude (Stanford with understanding how to
are increasingly expected to be here, Researcher) would regard this a communicate and impact our
there and everywhere, in real time, highly dysfunctional dynamic, one consumers online.
simultaneously. could argue that such hyper activity
has evolved into a radically new
psychological asset. For the first
time ever, within hours, anyone can
envisage becoming a contagious
Internet meme, and even start a
revolution.
4 5
Cosmic 140, © 2010 iA Inc.
http://bit.ly/b81zvc
Observing
the Social
Super Ego
in action
There is no better way to understand
this psychological phenomenon than
to observe it in its natural habitat.
To give you the best possible
insight, we have explored a range
of social behaviour that show the
different levels of Social Super Ego
expression. From simple acts of
photo management on Facebook
right through to fictive self promotion
streams on Twitter, we can see
that unless people have made
a deliberate choice to remain off
the grid, the rest of us are always
conscious of the audience gaze.
6 7
Social Super Ego exposed
The arts and crafts
of image management
10 11
Design by Alexandre Oudin
1
12 13
http://photofunia.com 1. http://twibbon.com , © 2009 Storm Ideas
© 2007-2011 PhotoFunia 2. A graphic guide to Facebook portraits, Designed and written by Doogie Horner , http://bit.ly/99Msdi
Lifecasting: updating
existence
14 15
http://gotryiton.com
© 2011 Go try it on
From ‘taking’ pictures to ‘making’
pictures
16 http://twitpic.com 17
© 2011 Twitpic Inc.
The many shapes of digital
endorsement
20 21
http://andrepeniche.com, created by André Peniche
(photographer / filmmaker)
http://celineislookingforafashionjob.com
© 2011 smartup ltd
22 23
THE BRAND
REACTIONS
SO FAR
In a valiant effort to embrace the social media craze, many brands have
inadvertently spotted the Social Super Ego and opportunities to exploit it.
We have seen a host of creative tactics emerging, ranging from seemin-
gly gimmicky Social Super Ego traps, like fan showcasing, to more long-
term engagement programs integrating it into the very heart of the brand
narrative. While some have been quite effective at collecting ‘fans’, it all
seems rather random, with no clear strategy. It still feels as if brands are
constantly in catch up mode, trying their best to anticipate and respond
to the whims of a hyper confident social animal.
24 25
© 2011 Dr. Ing. h.c.f. Porsche AG.
One million Heineken hug
http://bit.ly/fzgIjx
© 2011 Heineken USA Inc.
Boosting the
Social Super Ego
Photographer David Ken and his LOL Each fan cover, each admirable
We have seen how the Social Designing people to design the Project. A valiant attempt to promote tweet became part of a wider ode to
Super Ego can be materialized story French ‘joie de vivre’ as well as his fandom and stardom.
into a story-telling experience, own work by casting hundreds of 2010 Cannes Direct Grand Prix
but it can also be taken a step Uniqlo’s Uniqlooks is the perfect real people from across France and Winner Orcon crowd-sourced fan
further, allowing users to feel example of such an approach. The shooting them all in laughter. covers from Iggy Pop’s greatest hits
even more integrated, while still micro-site displays dozens of street in order to cast an amateur band
catering to their basic narcissistic pictures of real people sporting one Curating and managing content with members across New Zealand.
needs. or several Uniqlo items. Facebook The band then proceeded to record
and Twitter profile info are attached The 2010 Grammy Awards a whole new version of Passenger
to each amateur model, giving them campaign We’re All Fans is another with Iggy himself over the Internet.
maximum micro-fame exposure. great example of Social Super The talent of each member and
Their collection of images, tells the Ego narrative. The micro-site spectacular result concurred to prove
story of fashion as Uniqlo sees it. reconstituted mosaic images of Orcon’s network reliability.
Other creative usages of such various pop stars by feeding Youtube
insights include one from French and Twitter content from the crowds.
28 29
Giving the Social Super
Ego a purpose
In light of the Social Super Ego, Making people work with you
crowd sourcing is the strongest
promise of self-actualization, Remember the 2009 Vitamin Water
enabling each consumer to feel Facebook application that let users
part of a rewarding community design and vote for the next flavor of
where individual ideas and beliefs the brand. A campaign that found
can contribute to the construction its relevance in its brilliant use of
of the future of brand identity and the social context, allowing users to
image. easily share and discuss design and
taste ideas. While some time has
passed, great campaigns still emerge
from the same basic idea. Look
at Toronto Tiff Museum and Tim
Burton’s Cadavre Exquis. A Twitter
campaign that prompted users to
create their own chapter of the story
in 140 characters. Each selected
sequence was integrated to the final
story and of course referred back to
its author.
30 31
http://vimeo.com/17006480
© 2010 Foot Locker
http://refresheverything.com
© 2011 Pepsico Inc.
The Social Super Ego is a Playing with your image Poking fun at each other’s self-
peculiar thing. It prays on consciousness
people’s attention to details and Applications such as Mad Men
exhibitionism, yet people enjoy Yourself have been a raving success People often enjoy taking a few steps
having fun with it. This heightened for years; allowing users to transform back and laughing at their own self-
sense of self-consciousness themselves into illustrated personas. indulgent actions. The French fashion
combined with a playful need Also extremely popular, the Yearbook retailer La Redoute (via Proximity
to self-deprecate have inspired Yourself website inspired thousands BBDO Paris) recently launched a
brands to produce some really of users to transform their face into Facebook App in which users could
surprising content. vintage versions of their college-self. join the ‘style police’ and post “bad
One could say they are the new taste fines” on their friends’ walls. In
avatars, except they can be made a similar fashion, Diesel is currently
to resemble their owner to the tiniest urging its Facebook fans to report
level of detail. Most recently, Android their friend’s exhibitionist picture
launched an application that lets taking habits and to share their own.
you create your own version of the
Android mascot with very precise
personalization features. If you own Putting influence to the test
any recent video game system, then
you are no stranger to the pleasures Many brands have found ways to key
of creating your own ‘Mii’ or Xbox into the increasing obsession with
Live persona and having fun with digital influence scores.
your own Social Super Ego. The Sony Vaio facebook app Media
Monster War presented users with a
Schweppes having a great eye for challenging and creative opportunity
opportunity, quickly identified how to gauge their influence by trying
to maximize a new image based to take on Justin Timberlake in a
trend. They created the first branded virtual monster bash. Each monster
Facebook App dedicated to creating was generated from the user’s
a neat full-page profile picture, letting volume of shared content and, more
http://yearbookyourself.com
© 2010 Jostens Inc
you make the most of Facebook’s importantly, the number of likes
new profile design without any image and comments published by others
editing skills. on his wall. The more activity and
popularity you had, the bigger the
monster, and higher chances of
winning.
34 35
http://isparade.jp
© 2010 KDDI Corporation
36 37
3
STEPS
TO
SEDUCE
THE
SOCIAL
«The Social Super SUPER EGO
Ego is not a monster,
it just needs to be
understood»
38 39
1
Empathise Action points:
to perform
It is imperative to sign up to as
many social network platforms
as possible, from Twitter, Digg,
Farmville, Foursquare etc. Learn
While there are many consumers
to experiment, create your own
who act like professional PR agents,
networks, and understand the
for a lot of people the social pressure
thrill of being ‘followed’ from the
to perform online can be quite
inside.
overwhelming. Think of smart ways,
to boost idealized personas and help
2. Learn the ‘languages’ of digital
people rise to the occasion.
ecosystems so you can connect
On the other hand acknowledge
emotionally and deeply with their
performance anxiety, by thinking of
concerns, for more visibility or less.
ways to ease the pressure of being
perfect, and keeping reputations
3. Educate community managers
safe from the hungry gaze of the
on the Social Super Ego as a real
social public. Find the right balance
character to confront, so they can
for your branded community spaces;
respond with more impact.
maybe they should be tilted towards
havens of peace rather than dens of
pure fan competition.
40 41
2 5 - INFLUENCING
The need to be acknowledged and
referred to as a unique personality with
talent, opinion or expertise.
42 43
3 CONCLUSION
Identify the Action Points:
44 45
Bibliography Acknowledgements
«Your life torn Open, Essay 2: Identity Construction and Self Authors:
Zukerberg’s next move» Representation on Facebook. Sarah Jane Blackman is a Senior
Steven Johnson - feb 3, 2011. Renee Estoisia, Neema Pithia, Digital Planner at Proximity Paris,
wired.co.uk Claudia Rodriquez, Teresa Yu. with a passion for big questions and
Anthropology 128C digital creativity.
«Facebook, Le Reseau Antisocial» Professor T. D. Boellstorff blackmans@proximity.bbdo.fr
Libby Copeland - jan 26, 2011. - March 19, 2009.
Slate.fr Pierre-Jean Choquelle is a
«I tweet therefore I am» Generation Y certified digital planner
Why youth love social Network Peggy Orenstein - july 30, 2010. at Proximity Paris.
sites: The Role of Networked newyorktimes.com You can check out his geeky stream
Publics in Teenage social life. of consciousness at Twitter.com/fouapa
Dana Boyd The presentation of self in every
University of California, Berkeley, School day life. Design:
of Information. Erving Goffman, 1959. Nicolas Baumgartner at Proximity
Paris.
User descriptions Alone Together. Why we expect
and Interpretations of more from technology and less
self-presentation through from eachother. A big thankyou to:
Facebook profile images. Sherry Turkle - jan 11, 2011 Reza Ghaem-Maghami,
Michele M. Strano Basics Books and the Paris planning team for their
Bridgewater College, Virginia. encouragement and support during
Virtually You: The Dangerous this project.
Self-presentation 2.0: Narcissism Powers of the E-Personality.
and self esteem on Facebook. Elias Aboujaoude - 2011
Soraya Mehdizadeh- B. Sc.
York University Toronto Canada.
46 47
Links
We’ve tried hard to describe our diferent examples in the simplest way as • Postpost
possible but here is a list of links that’ll feed your apetite for details, neatly http://www.postpost.com
arranged for your delight. • Paper.li
http://paper.li
• 10 creative uses of the new Facebook profile • Polyvore
http://on.mash.to/ejyhfn http://www.polyvore.com
• photofunia • klout
http://photofunia.com http://klout.com
• twibbon • epenis
http://twibbon.com http://www.epenis.nl
• myspace angles, know your meme • Youtube sensation Blair Fowler aka Juicystar07
http://bit.ly/dDk1l7 http://www.youtube.com/user/juicystar07
• Don’t be ugly by accident, Ok Trends • vyou
http://bit.ly/czjvur http://vyou.com
• A graphic guide to Facebook Portrait, Fastcompany • quora
http://bit.ly/a2dVvL http://www.quora.com
• instagram • flavors.me
http://instagr.am http://flavors.me
• go try it on • dating brian
http://www.gotryiton.com http://datingbrian.com
• fashism • Céline Cavaillero’s Resume
http://www.fashism.com http://www.celineislookingforafashionjob.com
• Skoda, The more you like, the less you pay • yearbook yourself
http://bit.ly/b6yEs9 http://www.yearbookyourself.com
• Foursquare • Mad men yourself
http://foursquare.com http://bit.ly/59sii
• Getglue • Androidify
http://getglue.com http://androidify.com
• Scoop.it • Schweppes profile maker
http://www.scoop.it http://on.fb.me/i5E5FQ
• Introducing Mashable follow • La redoute PDS
http://on.mash.to/dKbx3a http://bit.ly/hxAnag
• Flipboard • Diesel I have never
http://flipboard.com http://bit.ly/fnPlXA
48 49
• Vaio Media Monsters War • Gorillaz The Evangelist
http://bit.ly/biUHBY http://gorillaz.com/evangelist
• Pirates des Caraibes : capitaine ! • Pepsi Refresh project
http://on.fb.me/edp5pG http://www.refresheverything.com
• Facebook book Bouygues Telecom • My Starbucks idea
http://vimeo.com/18877919 http://mystarbucksidea.force.com
• Twitter parade
http://isparade.jp
• Sour Mirror interactive music video
http://sour-mirror.jp
• Benetton it’s : my : time
http://casting.benetton.com
• Oreo itl fan of the week
http://bit.ly/hWoQAz
• Top 10 Old Spice video response
http://on.mash.to/aafpwa
• BK Whopperface case study
http://bit.ly/9ev3JM
• Klm surprise case study
http://bit.ly/dNBOji
• One Million Heineken hugs
http://bit.ly/fzgIjx
• Porsche, Thank You a million times
http://bit.ly/dE44vq
• Uniqlooks
http://uniqlooks.uniqlo.com
• LOL project
http://bit.ly/bwi2PL
• Grammy’s we’re all fans
http://wereallfans.com
• Together Incredible : Orcon case study
http://bit.ly/4f9flA
• Burton’s Cadavre Exquis
http://www.burtonstory.com
50 51
WORLDWIDE
WWW.PROXIMITYWORLD.COM
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