“Rewired for Distractions” Ft. Brian Solis

What is being a digital anthropologist mean?

At the time when I came up with it, it wasn’t anything. It’s now and official practice. Hopefully someone does their homework and trace it to it’s early roots. My phase of it was in the mid 90’s. The internet 1.0 was starting to become pervasive. The consumer facing internet. What I started to notice was that anyone who had access to the internet was starting to change in how they communicate, how they convene, how they network, where they’re spending their time and how. I would continue to study those differences and how they played out. This is now over several years, through the late 90’s on how they changed, how they shopped for example. How they made decisions, influenced in making those decisions. The concept of digital anthropology was my way of understanding how things were changing at a human level in order to help at that time, tech companies, better engage, sell, and reach them.

Now I study how people are changing and reverse engineer that for a number of scenarios.

How do you see this time affecting human behavior moving forward?

This a deep philosophical question. To give you some context, in the 90s and mid 2000’s, we saw 2 big events that changed the course of humanity. The internet, Facebook + Twitter + Social networks, introduction of the iPhone. Those things changed the course of everything. At the time I called the customer, customer C for connected. You couldn’t talk about them as demographics anymore.

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