In the ad business, we're not executing incorrect maps intentionally. We're just pumped up on mapping the wrong elements for insight. With all the digital connectivity measuring, a maladaptive chunking occurs, a type of grouping that perpetuates uninspired personas based on lowest common denominators and assumptions. People thriving on the digital landscape are not all the same. They cannot be categorised by their use of technology without context. Yet, we see a data visualisation or infographic and we're seduced into thinking we know where we're going.
Some of the most fluid online, open-source thinkers are living off the grid, or on alternate networks like Diaspora.com – often in protest to how they view current digital affairs. Now, we have culture-driven facets of people engaging through technology. Yes, they communicate and extend their reach globally. That's the beauty of technology at work. But their visual and auditory grammar is for the most part localised. And that's where things get human. Read the article