( Corporate Othering Mediated )
We seem to have an inherent tendency, to loyally support fabricated constructs.
Religion, football teams, even political parties. Whether it's labour, conservative, Manchester United, or Christianity, these groups only exist if we believe they exist, they're not physical entities, just as the economy also is not tangible but it's power exists because enough people believe in it.
The same thing is happening with brands. At loss of ones sense of self the brand become pat of our perception of identity.
With more data logged about us than ever before algorithms are getting to the stage when "they know us better than we know ourselves" hence it becomes more and more difficult to make your own choices.
What happens when there’s cult followings for tech companies who’s products influence our decisions, information, behaviour and beliefs?
Speculating a world 100 years from now, where this is exactly what has happened; we examined Apple and Google's company policy's within the office, and their corporate identity outside, to decipher what it would mean to be an 'Applist' or 'Googlist'. before going on embody a company each. Critically the differences in culture and behaviour.
The history of people dividing in this tribal way would ensue violence and aggression between the two groups. So we examined how the two characters would respond to living in close proximity.
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After two weeks of life determined by corporate Values and beliefs. Simultaneously carrying out social experiments into how emerging technology would influence behaviour, we questioned the possibilities for how our environments would also change. Firstly due to global warming but more notably due to technology.
Wearable technology, computer vision, AR etc. would make instantly recognisable whether a person was Apple or Google, this could make life for the minority increasingly difficult as bars, restaurants and other social spots become hot spots for either one or the other tribe, (the more Applists that go to a pub, the more an algorithm will recommend it for apple and not google) creating more discrimination and more polarised views.
Other issues we found were personality miss matches, in this case the preferences and advice provided by ones chosen platform may not fit the ideals of an individual. This became apparent as Aaron who embodied the apple persona, found himself feeling empty and sad as he struggled to distinguish himself as he lost track of his persona and felt a lack of purpose as he revealed himself of the burden of decision making.
We followed this up with a character profiling test that we took to the streets of London. We found that most people identifies more with the Apple persona making Googlists the minority even though many Google personalities were using Apple products.
These were the resulting problem area's we tried to design for with props products that this reality might necessitate.
Values & Beliefs
As a result we made made a series of films, that described what life in this potential future may be like. This speculative reality should bare consideration for how we use our technology today, and provide food for thought, warning against blind trust in fabricated constructs.