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Archive for December, 2006

Tidings

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I was in Piccadilly last night and happened to pass the Itsu sushi bar that former Russian spy Alexander Litvenenko visited prior to his death of polonium-210 poisoning. (Full timeline of the story and investigation are available here from the BBC.)

Given that the exact mechanism of poison delivery (and the scene of the crime) are still unknown, Itsu faced a potential PR nightmare in defending their Health and Safety compliance, the quality of their sushi and the security of their clientele.

Rather than hide and hope this would blow over, Itsu has stepped up to their own role in the drama. As they’ve closed this restaurant for decontamination, the board across the front says:

Itsu, centre of international espionage
Itsu, Piccadilly (London W1J) closed for the investigation of the poisoning of former Russian spy Alexander Litvinenko

An interesting approach, capitalising on such a bizarre, James-Bond style set of events. (Do note the black swirly background.) By boosting their own “casual bystander” role in this affair, Itsu is painting themselves as just close enough to the the events to enjoy the romance of it all, but also excusing themselves (probably accurately, it appears) from any blame.

Their flamboyant sign should ensure that people talk, spreading their message of innocence. I was amused enough by their efforts to help them in their viral marketing (by this posting) and will be interested to see how their sales turn out.

Itsu’s website (which has no signs of the cloak-and-dagger theme of their Piccadilly boards) indicates that they expect to reopen in early 2007.

Itsu Piccadilly

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The messages we broadcast

As I wander through my day, I’m reasonably conscious of the messages I’m broadcasting: I try to dress well to present an image of being competent, I phrase my comments in such a way that my colleagues will feel good about working with me, I’m conscious of editing out any commentary about the wine from last night or having burned breakfast this morning. I’m not obsessive about it, I just try to put my best foot forward.

I think we all do this, to one extent or another. We show certain sides of ourselves to whoever the audience happens to be, some of which is selective and some of which is situational (for example, it may be that I don’t mention the breakfast mess to my colleagues because I’m too busy to remember that it happened). We try to balance the messages we’re sending deliberately (for example, the words I choose) with the back channel information we project (like the fact that I smell like burned toast or that they overheard me telling someone else about my head ringing from the smoke alarm).

We therefore end up with each person/group seeing a distinct part of us, some of which we control and some of which we don’t.

What they see of me
What they see of me

We play to that, trying to make the best impression possible with the information we’re sending out to each specific audience. It’s nice to be well-liked, and having allies facilitates getting things done when you need help. In the business world it’s called marketing, self-promotion and networking; in psychology it’s situationally responsive behaviour and relationship-building.

Who we are online

Now let’s take it to the virtual world. Part of the success of chat rooms, avatars, role playing games and online communities comes from the fact that you get to create and control everything that makes up others’ opinions about you.

Me online - what they see
Someone online can project the appearance of anyone they want. This picture shows that the ‘me’ hiding on the inside has nothing to do with the shape that the online contacts think they’re seeing on the outside.

As my father’s favourite New Yorker cartoon spells out, once you get to create and control the messages that go out, you can be anybody. You won’t be betrayed by any back channel information, so no one will notice that you’re having a bad hair day or are too tired to speak at the meeting or aren’t, in fact, of the same species (see below).

On the internet, nobody knows you’re a dog
Cartoon by Peter Steiner. The New Yorker, July 5, 1993 issue (Vol.69 (LXIX) no. 20) page 61.

This is, unfortunately, not just an opportunity for reinventing yourself to hide your insecurities; it’s also an easy mark for fraud. The US House of Representatives passed the Deleting Online Predators Act of 2006 in response to concerns about paedophiliacs posing as children on social networking sites to build trust and arrange meetings with their prey. The controversially-worded bill was intended to protect kids from people who were misrepresenting themselves, which is evidence of how much potential we have for being anyone we like online. (The bill is currently awaiting debate in the Senate.)

Why we bother to be real

Most of us actually live in the real world. We meet the majority of our work contacts face-to-face (or at the very least, exchange phone calls). We hug our families and share a sofa when having coffee with a friend. Physical presence — and it’s associated accountability — are priorities for us. It’s how we are used to relating to each other, and the best scenario for us to communicate the most information, accurately and efficiently.

When I began this blog, I thought carefully about whether I would use my real name. There are legitimate privacy concerns around exposing any personal information that is available to the 1.076 billion people who have internet access. But ultimately, I’m out to share my views, spark discussions and create contacts who will be useful to me in my real life. I want any benefits of this ‘virtual’ work to be connected to who I am in reality. So I’ve made that link.

Similarly, the news has been busy in the past few months with stories of how online worlds can grow to successfully parallel reality. The hype surrounding Digimask‘s technology, which takes a 3D image of the user and puts you literally into the multi-player game, reflects this trend. (See today’s BBC News video rundown of Digimask). Apparently if we’re going to go to the trouble of blasting bad guys in Tom Clancy’s Rainbow Six Vegas on your Xbox 360, we want the credit for our real selves.

The most common example of this keeping-it-real trend comes from multi-player online role-playing games (MMORPGs), like Entropia Universe and Second Life. Entropia Universe (formerly Project Entropia) calls itself a ‘massive online virtual universe’ and maintains a (real) cash economy. In May the developers sold a ‘virtual space resort’ to one of its users for $100,000. The purchaser bought it to establish an online night club, a marketplace through which the (real-life) entertainment industry can sell their wares to other members of the Universe. When you’re looking for cash, keeping ties to reality (and credit cards) are the only way to go. (For more information, see this article on BBC News.)

Second Life is another online world that has caught the attention of significant corporations out to encourage spending by actual people bringing their real wallets. In just the past day, ABN-AMRO has announced that it is opening a branch of its bank inside the virtual world, while IBM have hosted a Virtual Worlds European Media & Influencer Event. (They’re also proud of having replicated this year’s Wimbledon inside Second Life.) This continuation of big-business commerce on the virtual site is only possible because the users maintain links to their real-people bank accounts and come to the site with their banking or marketing needs in tow. Users don’t divorce Second Life from their first lives.

Keeping it real
I’ll repeat what I usually say: technology is most useful when it is supporting something we want to do anyway. And whether that’s sparking conversations through my blog to further my professional growth, finding new routes to market for existing commerce, or knowing that the world reveres me because I slaughtered more bad guys than my buddies could — we can only collect on the real-world rewards when the online contacts know who we are.

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