{"id":3605,"date":"2011-07-13T21:55:40","date_gmt":"2011-07-14T01:55:40","guid":{"rendered":"http:\/\/thesocietypages.org\/cyborgology\/?p=3605"},"modified":"2011-07-13T22:03:41","modified_gmt":"2011-07-14T02:03:41","slug":"using-digital-dualism-to-sell-cars","status":"publish","type":"post","link":"https:\/\/thesocietypages.org\/cyborgology\/2011\/07\/13\/using-digital-dualism-to-sell-cars\/","title":{"rendered":"Using Digital Dualism to Sell Cars"},"content":{"rendered":"<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"500\" height=\"282\" src=\"https:\/\/www.youtube.com\/embed\/NPiCYmcgLpY?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><br \/>\nThis Toyota commercial is narrated by a young woman who gets her parents on Facebook because they supposedly are not social enough. While she scoffs at how relatively few &#8220;friends&#8221; her parents have, the parents are shown to be out living by\u00a0mountain-biking\u00a0some decidedly offline trails. The daughter remains confidently transfixed and anchored to the digital world of her laptop screen.<\/p>\n<p>I spend lots of time on this blog pointing out what I call &#8220;<a href=\"https:\/\/thesocietypages.org\/cyborgology\/2011\/02\/24\/digital-dualism-versus-augmented-reality\/\" target=\"_blank\">digital dualism<\/a>,&#8221; the fallacy of viewing the physical and digital as seperate worlds (think <em>The Matrix<\/em>). Instead, the position myself and others on this blog favor is what we call &#8220;augmented reality,&#8221; the realization that our world is one where atoms and bits come together. <a href=\"https:\/\/thesocietypages.org\/cyborgology\/2011\/02\/24\/digital-dualism-versus-augmented-reality\/\" target=\"_blank\">Read more about this idea if you want<\/a>.<\/p>\n<p>Enter Toyota. They are playing off the pesky social\u00a0media\u00a0misnomer that people are using Facebook <em>instead<\/em> of doing things offline. Research consistently\u00a0disproves\u00a0this zero-sum\/one-or-the-other fallacy by demonstrating<!--more--> that those who use social media have <em>more<\/em> offline connections. They are going out and doing more. It makes sense to anyone who uses the site: <strong>what you do and who you talk to online <em>has everything to do with<\/em> what you do and who you talk to offline. That&#8217;s augmented reality<\/strong>.<\/p>\n<p>But that does not stop news journalists, film makers and advertisers from furthering this fallacy. <a href=\"http:\/\/storify.com\/tcarmody\/the-day-zeynep-tufecki-dropped-a-bundle-of-knowled\" target=\"_blank\">See Zeynep Tufekci\u00a0absolutely dismantle New York Times executive editor Bill Keller on this issue<\/a> over Twitter (and check out some the links to the research she posts). <a href=\"https:\/\/thesocietypages.org\/cyborgology\/2011\/06\/16\/augmented-friendship-illustrated-by-pew-data\/\" target=\"_blank\">I&#8217;ve critiqued<\/a> the film <em>The Social Network<\/em> for playing on this fallacy (Sorkin doesn&#8217;t use Facebook, and it showed in the film&#8217;s misunderstanding of the site). And now we have Toyota propagating the image of the Facebook user as one who\u00a0lethargically\u00a0trades offline interaction for false online\u00a0connectedness. Digital dualism continues to persist.<\/p>\n<p>[Unsurprisingly,\u00a0Toyota&#8217;s critique of social media is\u00a0disingenuous,\u00a0<a href=\"http:\/\/www.huffingtonpost.com\/2011\/05\/23\/toyota-friend-social-network_n_865437.html\" target=\"_blank\">they&#8217;ve recently created their own seocial networking service<\/a>.]<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"http:\/\/adland.tv\/adland_video\/152044\/56703\/thumb.jpg\" alt=\"\" width=\"320\" height=\"240\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This Toyota commercial is narrated by a young woman who gets her parents on Facebook because they supposedly are not social enough. While she scoffs at how relatively few &#8220;friends&#8221; her parents have, the parents are shown to be out living by\u00a0mountain-biking\u00a0some decidedly offline trails. The daughter remains confidently transfixed and anchored to the digital [&hellip;]<\/p>\n","protected":false},"author":559,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[9967],"tags":[2324,10447,942,12068,732,12069,9006,12067],"class_list":["post-3605","post","type-post","status-publish","format-standard","hentry","category-commentary","tag-augmented-reality","tag-digital-dualism","tag-facebook","tag-keller","tag-social-media","tag-sorkin","tag-the-social-network","tag-tufekci"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/thesocietypages.org\/cyborgology\/wp-json\/wp\/v2\/posts\/3605","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thesocietypages.org\/cyborgology\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thesocietypages.org\/cyborgology\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/cyborgology\/wp-json\/wp\/v2\/users\/559"}],"replies":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/cyborgology\/wp-json\/wp\/v2\/comments?post=3605"}],"version-history":[{"count":5,"href":"https:\/\/thesocietypages.org\/cyborgology\/wp-json\/wp\/v2\/posts\/3605\/revisions"}],"predecessor-version":[{"id":3609,"href":"https:\/\/thesocietypages.org\/cyborgology\/wp-json\/wp\/v2\/posts\/3605\/revisions\/3609"}],"wp:attachment":[{"href":"https:\/\/thesocietypages.org\/cyborgology\/wp-json\/wp\/v2\/media?parent=3605"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thesocietypages.org\/cyborgology\/wp-json\/wp\/v2\/categories?post=3605"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thesocietypages.org\/cyborgology\/wp-json\/wp\/v2\/tags?post=3605"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}