Phatic Communciations and other interesting ideas from Grant McCracken

I came across an interesting interview with the advertising anthropologist, Grant McCracken, the other day.

I recommend taking a read, but here are a couple of stand out points for me:

Firstly, Grant (prompted by the interviewer) talks about ‘phatic communications’:

"those little murmurs, exclamations, grunts and sighs with which we communicate our emotional condition."

I like this idea. It is essentially how social tools like Twitter and Facebook capture and share meaning without using explicit information.

Secondly, Grant also points out that:

Consumers are no longer one set of tastes and preferences. They are bundles of tastes and preferences.”

This means that dividing people into one market or demographic doesn’t work; we need to recognize

an individual’s “multiple selves” and appeal to them accordingly.

Grant doesn’t discuss this phenomenon directly in relation to the Internet, but for me the power for people to explore different desires, needs and wants that are all traditionally tied up in conventional marketing terms such as ABC1, 22-34 has been awoken and opened up by the Internet.

I believe this isn’t just the ‘alter-ego’ scenario displayed by tools like Second Life or WoW, but is in fact more basic and everyday. We are all complex characters; the Internet simply allows us to realise this more adequately than the physical environment.

I tried to explore this idea in more depth with a post last year invoking Jean Baurillard and online identity.

Technorati tags:

Grant McCracken, phatic communications, online identity

Speak Your Mind

*