Citizenship communication. Good catch if you can get it Summary 1. Citizenship. The new ego 3. Citizenship & communication. The Incredulous Believer 5. Citizens rule Citizenship. The new ego Citizenship. The new ego MasterTrends methodology Scouting the world Heart and life of the Europeans TrendPredictor ® Belgian facts & figures TrendProfiler ® Citizenship. The new ego MasterTrends. Quantitative methodology MasterTrends quantitative methodology Universe Belgian individuals 15-64 6.852.000 individuals CAWI Survey (internet) 44 (MT1) or 64 (MT2) attitude items Mood-boards evaluation (for the most present tendencies) Wordings and Images Method of treatment Method of treatment : MasterTrends are determined by attitudes Sample 3.000 individuals split in this way MasterTrends 1: 1.500 MasterTrends 2: 1.500 Representative samples (gender, age groups, areas, social groups) Confidence intervals : Globally MasterTrends 1 MasterTrends 2 Source : Listen/Wide -MasterTrends 2008 : max. +/- 1.79% : max. +/- 2.53% : max. +/- 2.53% Citizenship. The new ego MasterTrends II. The coming of age of the citizen MasterTrends I Me, myself and I MasterTrends I & II Me, my closest & my social network MasterTrends II Me & my society Source : Wide -MasterTrends 2004-2008 Citizenship. The new ego MasterTrends II. Top 3 Alpha Hope 48% Blue Deal 42% Imaginary Beauty 23% Female 45-54 years old Male 15-17, 55-64 Social classes 1-2 Citizenship. The new ego Number 1. Alpha Hope 48% of the Belgian Universe 3.288.960 Most predictive items - The problems of equal pay for men and women must be concretely solved - A two-tier society is intolerable, there must be a pay-ceiling for CEO's salaries - Everyone has the right to a second chance in their life or their work - You don’t have to pay a fortune to have good and beautiful products We talk about social cohesion a great deal : I believe solidarity should be put into practice. Nowadays it's possible to move from a precarious financial state to a comfortable position – and back – very rapidly. Therefore it's essential to offer bridging solutions to tide us over. We ought to be able to take a break from mortgage repayments. Practical solidarity is more beneficial to me and to society Citizenship. The new ego Number 1. Alpha Hope Justice, Equity, Understanding, Equality, Hope, 2nd chance, Future, Mutual aid, Social security, Solutions for everyone Citizenship & communication. The Incredulous Believer Citizenship & communication Worlds Apart. '90 Worlds Apart Public Privacy Citizenship & communication. Public Privacy. 2001 Citizenship & communication Public Privacy. 2001 Citizenship & communication Incredulous Believer. 2008 Worlds Apart Public Privacy Incredulous Believer Citizenship & communication Incredulous Believer. 2008 Citizenship & communication Incredulous Believer. 2008 Citizenship & communication Incredulous Believer. 2008 Citizen rule Citizen rule Citizen driven communication Commercial driven communication Role Attract, seduce, convince, call to action Citizen driven communication Inform, educate, call to behaviour Top down, one issuer Power Active dialogue, participate Reason to believe Reason to be Legitimacy Consumer vs. citizen Target Incredulous Believer A budget Money Our taxes ROI Performance ROC (me, my closest, my community) Citizen rule Even a recognized communicator is at risk Réactions sur YouTube www.alexian.fr "Nous nous dirigeons vers un système type USA ou les politiques font des spots de publicité pour matraquer leurs messages racoleurs. Sauf qu'aux EtatsUnis d'Amérique, l'opposition également le droit de le faire… Pas en France où le gouvernement vend une réforme UMP avec l'argent de tous les citoyens…" 7scand "C'est pas avec une propagande qu'on va retrouver notre pouvoir d'achat." J0lieMoMe "Pour nous informer, tu m'excuseras mais un spot publicitaire de 4 millions d'euros ça dépasse tout surtout qu'il y a d'autres moyens de le faire. Cette pub c'est plus pour l'image du gouvernement que pour le moral des ménages français." Source : June 23, 2008 Plus largement encore, le président de Médiascopie juge que, assaillis de sollicitations médiatiques, les individus ont développé un redoutable sens du décryptage allant de pair avec un refus croissant des discours formatés par les communicants : "Nous avons affaire à toute une génération d'hommes politiques qui ont appris à parler avec des publicitaires comme Jacques Séguéla. C'est-à-dire à coups de " petites phrases ", de formules toutes faites, qui sonnent bien, comme la notion de " service après-vente " de Xavier Bertrand. Mais ce qui a pu marcher dans les années 90, est aujourd'hui totalement inefficace." Témoin, les courbes d'adhésion aux spots scrutés par Médiamétrie, qui s'effondrent dès que pointent des "codes publicitaires" un peu trop évidents. Source : Les echos.fr - Bilan mitigé pour la campagne sur le pouvoir d'achat. 11/07/08. Une publicité politique obsolète Citizen rule Even a recognized communicator is at risk Réactions sur YouTube lockdownrocks HYPOCRITS !! GE has trashed the Hudson river and refuses to clean it up. 8 on 10 Belgians (15-64 years old) perceive that ecology is too often used for commercial purpose WakeUpAmerica90 GE is just like all the other big greedy corporations. Until you ignorant people get out of this paradigm, you will never know that the media is controlled by 5 major corporations who cater to the interests of the global elite. geothermal GE, making nuclear bombs forever and making lovely children's commercials forever also. pleabargain Very clever... the whole bucolic happy child/family thing is nice. Too bad they are not giving out blue prints for home wind mills or offering discounts on low cost dynamos... GE =Generally Elliptic? :) Source : Listen-Wide 2008 N=1500 Citizen rule The triangle of success Smart Investment Participative Education Accessible Legitimacy