Segmentation
Description:
A short description of the driving force.
Internet opened the possibilities for communication to users worldwide. As a channel, it is creating a proper culture, in which, users are able to access instantly to a vast amount and diversity of online information. But the interaction in both sides, broaden the possibilities for users in the arena of freedom of expression too.
Users enter to the Internet basically to gather into it and get different information useful for them; through search engines, users make a first step of ‘personalization’ or ‘segmentation’ and focus on their real necessity. The possibility to diverse options, in addition to the previous point, makes Internet a key tool in which its power will increase if it constantly fulfills users’ necessity. As post modernist defenders said, the introduction of Internet (and digital communications in general) makes possible the positive fragmentation of the society, just looking for the things that they consider correct.
Internet users, when entering to the web, are usually looking for more information, expression or just to get some excitement or experience. At the same time they are identifying themselves within specific groups creating segments. Based on this logic, specific segments will be continuously created under a double-entry matrix: the first one includes the diverse topics of interest, including all the sub groups imaginable (from European currency policy to electronic art); and the second entry will be defined by the necessity of the user (information, expression, experience or the confluence of the three).
This ongoing segmentation has an important impact, not only in the usage of the Internet (from just an ‘encyclopedia’ concept to a powerful tool of ‘pressure’ or an ‘extension of sense and pleasure’); but also in the technology used to fulfill specific needs.
Enablers:
Factors which strengthen this driving force. (these are actually other driving forces, and you can link to them in the wiki!) 1. Education 2. Develop of technology 3. Expertise, quantity and quality of information 4. Cost of other sources of information 5. Decreasing spare time
Inhibitors:
Factors which weaken this driving force. (these are actually other driving forces, and you can link to them in the wiki!) 1.The Globalization of Culture (or Cultural Globalization) 2. Common mass media managed by groups of interest 3. Access of Technology and IT applications in Developing countries
Paradigms:
Old: Internet is the best way to access all kind of market / customer /user /people.
New: You can find lots of information regarding a specific topic you are looking for.
Experts:
Esther Dyson
http://en.wikipedia.org/wiki/Esther_Dyson
Timing:
Late 80's: Launch of Internet 1990’s: Commercialization of Internet, E-mail, Increasing usage of search engines.
1999: Appearance of Napster (first Peer to Peer)
1997: ‘Weblog’ term appears
Late 90’s - 2000’s: Technology allows more ‘impressive’ and ‘creative’ pages, including movement, music and colors.
Web Resources:
http://en.wikipedia.org/wiki/Postmodernism#Post-Modernity_and_digital_communications