Community as Shared Ideas and Opinions

62 implicated by the challenge and the solution. These parties are then the stakeholder who will be most invested in change and most actively engaged in the diffusion process.

63 6.3.1. The personal connection

Examples of online communities facilitate personal sharing are Twitter, Facebook, Pinterest and Tumblr. Facebook and Twitter are primarily for sharing opinions and personal comments, whereas Pinterest and Tumblr are for sharing pictures. Polyvore is a style platform where members can put together outfits and post them; it is also a fashion directory which indicates designer and purchase possibilities. Hereby, it starts to be angled for commercial reasons as much as communicating personal style. Other online communities include Youtube and Skype;

Youtube is platform for sharing videos and Skype is a communication platform. All these examples of online platforms are testament of the desire to share and connect. Such a desire can both be considered as a trait of the individualistic society and a characteristic of the dominant generations.

Should the need for sharing and connecting be viewed as a part of the generational cohorts which dominates the present, Gen Y and X, it will appeal to their attachment to technology, the blending of work and private life, and their quest for recognition and feedback (Fig. 5). The Free flow of information that these generations have been accustomed to has left them expectant of it. The online platforms provide knowledge as well as satisfying the need to share and get feedback.

Furthermore, the members of Gen Y have a tendency to blend work and personal matter, and social media is a sign of the blurred lines between the two, as what is shared may both be personal as well as professional details. Albeit satisfied on those points, the personal online platforms are not entirely or directly relatable to the global orientation and environmental focus which seem predominantly important to especially Gen Y.

Using the individual framework, the need to share and be noticed can be explained by viewing online social interaction as a means for individuals to act for personal benefit. Within this framework, individuals would act for personal reasons and with the desire to strengthen their integrity and independency. By using social media and online communities, individuals would have the means to share personal accomplishments and opinions, albeit not to get the approval or consent of their actions or thought. If an individual is independent and self-reliant, this framework would not apply to co-creation and collaboration, be it in the service of personal or professional motives. If a person is ultimately self-reliant and independent, it would therefore be arguable if he or she would ever need assistance in fulfilling their dreams. Likewise, it could be

64 argued that if a person is truly autonomous said person would have very little reason to share opinions and ideas or seek recognition for their accomplishment. If each person was truly independent there would be no need for collaborating; the only reason for sharing ideas and opinions would be as a public display of accomplishment. However, one may question the motives for displaying one’s accomplishment. If it was to gain public approval or recognition, one may question if the act of sharing is truly a manifestation of independence.

On the other hand, the act of sharing is not solely for the purpose or benefit of the community, wherefore social media and online platforms have dual motives. On one hand, individuals use it for personal reasons and they are free to use it as they so desire – a sign of the individualistic framework of society. One the other hand, individuals seek recognition, approval and relationships with their respective communities when they choose to share pictures, comments or videos.

In terms of the generational aspects of online platforms, as previously analyzed, the question is whether all members of the same cohort act the same. Although gen Y is characterized by a need for recognition and excessive use of technology, does it then follow that all members of this cohort act accordingly. This has been a point of disagreement within this theory, and rightly so, however, many traits do match the general tendencies of the generation and the spirit of the times. Technology has a strong position and much influence on how consumers act, however, it does not only affect the current generation, but all generations. The digitalized society, mentioned in the previous subsection of the analysis, applies to many different industries. Communities such as Uber and Airbnb are accessible through online platforms. Likewise, are all aforementioned communities on the internet. Many features in society that were once manual and in real time are now only available through mobile or online platforms. Such technological advancements force all generations to conform to present conditions, which in turn means that generational characteristics are not strictly or precisely applicable. Furthermore, personal motivations for participating in online communities may differ greatly according to culture, age, social standing and general mindset. It is important to understand that, in terms of generational cohorts, it is only possible to make generalized assumptions. The assumptions can, however, give an indication of the spirit of the times, which in turn can shape what trends develop and through which mediums these trends should be introduced.

65 Personal online communities reflect the megatrend as it signifies a need to share and a desire to connect. As Singh (2012, p. 86) states: “Together we influence”, while continuing to explain that:

“Online communities or blogs represent the convergence of strong ideas, similar passions and interests to advocate something borne out of a common shared purpose” (2012, p. 86). Such social communities have evolved from simple knowledge-sharing platforms to essential marketing tools for companies. The first quote by Singh is applicable to both personal and professional use of online communities, however, the second applies to the connection social media and online platforms create between individual consumers and industries.

6.3.2. The blurring line between personal and work life

As briefly introduced in the previous sections, online platforms have evolved from being means for sharing of personal details to means for gaining professional headway (Soma, 2013). Facebook is both a platform for personal connectivity as well as a platform for marketing campaigns and job opportunities. Likewise, Youtube is no longer simply a collection of short videos, but it has become a means for promoting personal achievements and accomplishments (Soma).

Other online communities have the express purpose to act as a professional platform for either commerce, trade or exchange. Such examples include: Ebay, Etsy, LinkedIn, Invision and Bridee.

The first two are commercial platforms, however, the products and services offered are primarily based on peer-to-peer transactions. LinkedIn is a platform, like Facebook, which aim it is to connect people on a professional level. InVision is a tool for companies that allows a team to collaborate from a distance, whereas Bridee connects talented individuals with interested business partners in project-based collaboration. Such examples show the diversity of online platform purposes, albeit still being effective means of connecting to your surrounds.

The professional aspects of online sharing communities illustrate that the trend diffusion process is reinforced by easy communication. The reason for its importance in the trend diffusion process is that the Community megatrend would not exist if it was not for significantly free-flowing communication in society. Such communication-flows are based in human interaction which may have any number of motivations. The trend manifestations are interpretations which arise from communication. The microtrends are sector specific interpretations of the needs presented by

66 the challenges that shape megatrends. In reverse, the implications and consequences of the overarching shifts in society are communicated to all layers of society. These various layers then interpret how these shifts affect them, how best they can solve or adapt to the challenges they present. These subsequent interpretations of the megatrends are reinforced by needs and desire in society, which are communicated by consumer behavior. This chain reaction is only possible if proper communication occurs in each stage of the process; communication which is done efficiently by the use of technology. Consumer behavior can be monitored through their actions and interactions on online platforms. Consumer needs and desires can be pinpointed by the use of online platforms. Global shifts can be detected and understood by the use of online data-platforms. I will argue that many online platforms act as indicators of the present spirit of society.