Has Technology Transformed Our Lives For Better Or Worse?

The Webbys have released their annual white paper on how the rapid advancements of the internet and technology has transformed the way humans live, work, and interact in the world.
Recently the managing director of the Webby Awards Claire Graves sat down to discuss the paper including the dichotomy of our addiction to technology and which brands are doing interesting stuff to address our relationship with technology.
The Webby Awards, which will celebrate its 20th birthday in 2016, are considered the internet’s most respected symbol of success. The Awards originally honoured the best websites-because that’s really all there was online in 1996-but today the Webby’s celebrate the best in websites, online film and video, advertising and media, mobile sites and apps and social. (Scroll to the bottom to watch the 2015 Webby Awards, hosted by comedian Hannibal Buress).
The Webby White Paper classifies the internet and technology’s impact into three different sections- work, relationships and self. For Graves the study’s findings on internet’s impact on relationships is the most interesting: “Relationships are the most important thing, it’s what makes us human. It’s all about who we connect to, who we love and how we communicate to the people that we love.”
The study found that people have a conflicting belief that technology is bringing people together while simultaneously tearing them apart. It found that 72 per cent of adults believe that in 10 years, relationships will be less authentic than today because of technology. Despite this, 84 per cent of respondents agreed that technology has brought them closer to friends and relatives who live far away.
The fear of technology’s impact on relationship and being stuck in what’s called “The Machine Zone”- a distorted conception of Hungarian psychologist Mihály Csíkszentmihályi theory of “Flow”. The “Flow” theory is a positive state where a person is fully immersed within an activity, and receives energised focus and involvement in the process of an activity.
The Machine Zone on the other hand was coined by MIT professor Natasha Schüll to symbolise the state of being super focused and stuck in a task but there is no goal. “The offline version would be people putting coins into machine slot, but it’s also what we’re doing on online platforms. For example Candy Crush you’re stuck in the Machine Zone, Facebook you’re stuck in a zone when you continually refresh the feed, Instagram is the same.
“So we talk about how people are feeling, like their desire to get off and out of the Machine Zone. So they limit how long they spend on certain sites and apps, there’s an emerging market of tools to help us control our time online.”
There are two different ways brands are recognising that technology has changed the ways in which humans connect and continue relationships. Firstly, there are brands which recognise the Machine Zone and help people understand the problem of technology.
Graves used the example of advertising agency McCann Melbourne’s work with Macquarie Dictionary called ‘phubbing’, the act of snubbing someone by using your phone instead of paying attention to the person in-front of you.
Secondly, there are brands which enhance connections through technology. Graves used the example of Clemenger BBDO’s work with Australia Post to create ‘video stamps’ which, via a QR code, allowing customers to record, send, and view personalised video messages.
The 2015 Webby Awards:
If you want to read the rest of the White Paper, click here.
Please login with linkedin to comment
Advertising Standards Bureau heathrow airport mel mclaughlin peter carstairsLatest News

Sky News Australia Nabs Ross Greenwood As Business Weekend Anchor
Australian business and finance expert Ross Greenwood has signed exclusively with Sky News Australia as business editor and anchor of Business Weekend. With more than 40 years’ experience covering business news in Australia and around the world, Greenwood brings expertise to the role of Sky News business editor where he will lead the network’s business […]

Christian Wilkins Becomes Pantene’s First Australian Male Brand Ambassador
Christian Wilkins beats out Peter Garrett and Josh Frydenberg to become Pantene's first Australian brand ambassador.

Brands Deploy Mittens Memes After Bernie Sanders Goes Viral
Becoming slightly bored of Bernie Sanders memes clogging your social media? Let B&T add just a little more clog here.

Bumble Goes Public Despite Apple Privacy Change Concerns
The B&T editor's authoritative research confirms Bumble is ahead of Hinge when it comes to getting completely ignored.

Dan Andrews Cracks Top 20 In Hottest 100: “It’s Officially Time To Get On The Beers”
Victorian premier now referring to himself as DJ Dan Man & The Comrades after snaring Hottest 100 top 20.

The Rise And Rise Of The ‘As A Service’ Model
Here's a top piece on data as a service model. And as data's adland's "new gold", you could turn it into a new tooth.

Fitness First Unveils ‘Put Yourself First’ Campaign Via Thinkerbell
Reinvigorate your New Year goals with this new campaign. Unless those goals were to get more slovenly & take up smoking.

Carat Unveils Its Annual 2021 Trends Report
Looking for flying cars & self-styling hair helmets in Carat's 2021 Trends Report? Alas, no news, B&T's sad to report.

“We Don’t Respond To Threats”: Frydenberg Hits Back At Google
The mudslinging continues between the government & the tech giants. Expect Google's return sludge some time tomorrow.

Cristiano Ronaldo Turns Down $10M A Year To Be Face Of Saudi Tourism Over Human Rights Abuses
B&T's sure Saudi Arabia would be the perfect getaway for NRL end-of-season tours, bucks parties & even schoolies week.

Girls React To Kamala Harris Inauguration In Inspiring Spot Via Girl Up
All your colleagues bludged off on a four-day weekend while you're stuck in the office? Find some motivation here.

Cricket Australia Stands Firm On Decision To Remove ‘Australia Day’ From Marketing Campaign Despite PM’s Criticism
According to Wiki, other reasons to celebrate 26th of January include 1918's Finnish civil war and Ellen's birthday.

The Year Of Trust: Why 2021 Will Be Ruled By The Consumer
Columnist says 2021 will be ruled by the consumer. Probably not the consumer who wants an overseas holiday, however.

Joe Biden Fronts TIME Cover Depicting Mess Left By Trump Administration
One minute you're "person of the year", the next you're excrement on the sole of a shoe. As Trump's discovered here.

Cooks Urged To Help ‘Killjoy’ Vegans By Embracing Plant-Based, Via Mush-Boom
New campaign urges us all to embrace mushrooms. Presumably the button-type, not the magic variety.

Kayo Launches New Free Content Offering
Kayo launches new free content offering. Sadly, still no love for fans of elephant polo, frog racing or cheese rolling.

Seven Snares Former Nine Exec Clare Gill To Head Government Affairs
Undoubtedly the first rule of any government affairs role is having to lie about pretending to enjoy Canberra.

Bus Shelters Filled With Golf Balls In New Holey Moley Promo, Via Seven + QMS Media
You'd have to admit, if Holey Moley proves a fizzer it definitely won't be from marketing the absolute crap out of it.

Google Has “No Real Choice” But To Disable Search In Australia If Media Code Legislation Is Passed
If Google turns off search in Australia, B&T can no longer guarantee outright plagiarism of other media sites.

Cannes Lions Jury Has Highest Representation Of Women In Festival’s History
In arguably bad news for ladder, chainsaw and ute ads, Cannes now boasts it's biggest number of female judges.

Bush Heritage Honours Heroes Of Bush Conservation In Latest Campaign
Here's one of those nice stories B&T likes to run. Makes a refreshing change from our usual evil & gutter journalism.

Australian Open Controversy No Cause For Concern For Sponsors
Could Nick finally do the nation proud at this year's Oz Open? Or will he bow out early in a huffy tantrum as usual?

Get On The Beers: BrewDog To Gift Brewery To Mashd N Kutcher If They Chart In Triple J’s Hottest 100
As a warning, if you're unaware of the Mashd N Kutcher song then this story will make little to no sense.

TV Host Jimmy Kimmel Farewells Trump With Glorious Spoof Send-Off Video
Admit it, much like the Sizzler restaurant chain, Gangnam Style & chlamydia you're going to miss the Donald, aren't you?

Can’t Cook Pasta Al Dente? Barilla Now Has Spotify Playlists That’ll Help
With all due respect, surely the perfect tune to cook pasta al dente would have to be Joe Dolce's 'Shaddap Your Face'.

Outdoor Industry Launches First $3M Pro Bono Health Campaign For Department Of Health
B&T's always happy to report on the industry doing good. Except if it requires a financial donation on our part.

Facebook Launches Mardi Gras Parade Viewing Events Grants Program
It's mid-January & that means two things: abandoning all New Year resolutions & the start of Mardi Gras stories on B&T.

Zenith Appointed To SBS’ Performance Media Account
Surely this SBS news would be more appropriate in Flemish or Hungarian, yet, sadly, it's all in English, we're afraid.

IMG Wins Asian Television Award For NBL20 Grand Final Series
Admittedly, we're not huge basketball fans here at B&T. Although we always enjoyed OJ Simpson's movies.

Wunderman Thompson Launches Annual Future 100 Report
New report says immunity wellness, cloud gaming & micropreneurs are in & storming the Capital dressed as a viking's out.