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Foreword Introduction Problematic 5 6 7
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3.3.1 Clash of generations 3.3.2 Intra-generational Communication 3.3.3 Generation widely criticized
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Foreword
The thesis that you will read, and I hope at the same time enjoy, is both the result of my research phase of Project Graduation, and the result of my two years in China as an expatriate Breton and interactive design student.
By choosing to spend those two years away from the comfort of the Nantes Design School, I engaged to go to a country from which I didnt know (and it is still not quite the case) the language nor the culture, which are so different from what I knew that every day is still a journey to discover unknown things, and where the routine has never installed. I spent my first winter as an expatriate in Beijing, where every morning riding the bike to my workplace have proved inspiring, surprising, and to not hide it, sometimes dangerous. Its also that feeling of being lost in something that overwhelm you, bigger than yourself, that pushed me to move forward and made me appreciate China (at least the cities of more than 7 million people in which I spent some time). Before seeing the family and the new generation of Chinese as a subject of study, it had at first been the proximity in which we live in Shanghai that pushed me to get interested in those who, despite our cultural differences and language, are my neighbors, my friends, or simply people met in the elevator. Today I think that live and work abroad, especially in Asia, more than a simple personal consideration, is also a great engine of creative ideas, and daily discovery. In many ways, the conclusions that I have learned from writing this thesis (and which you will remember too, I hope, after reading it) are found in many common issues to young generation worldwide. But here in Shanghai, these issues take on a different scale of magnitude and importance. Work with and among the Chinese population reminds us every day why we have chosen to emigrate. Wishing you a happy reading, Valentin Gauffre
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Introduction
If Chinese civilization stretches back thousands of years, The workshop of the world, as is regularly called upon China, saw its habits and behavior profoundly modified by Western influence, and the choice of an ubiquitous Communist government. Shanghainese people, inhabitants of a town became the symbol of this cultural mix and the Chinese success, became thereby the representatives of a modern China, which wants to be progressive and open to the world. Moved from a status of producers to consumers, their lives became a mix of Chinese practices within a framework that is intended to be an example for the Western world. In this context, and in an environment marked by the global economic crisis, the youth of a country that has never experienced an economic recession has become the center of attention across the country. Yet this Chinese youth seems to be little known and sometimes misunderstood, even by his peers, and his habits and behaviors become distant or strange to the views of older Chinese generations. Concerned, new technologies, which are the vector of a gap of understanding between young people, who grew up with, and those older, who cannot control them or understand their goal, but are becoming unable to live without. This gap is even greater now that these technologies are everywhere in Asians everyday life were designed, manufactured and sold in China now. Taking shanghainese household as a starting point, this paper seeks to highlight the issues faced by Chinese youth in order to provide them a design answer, and especially because it is my original scope of practice, by design interaction. Having identified the economic, demographic and historical unique to China, we will see what are the problems facing Chinese youth, through a class of its people best able to influence others. It is this category of tech-savvy influencers that this thesis takes its title.
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Problematic
From the observation of new generations in China, responding to social problems through the tools of design.
In this title, design tools are expanded to specialties studied during my course as a designer, which are cross-culturality design, and interaction design.
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composed of mixed ethnicity, which Beijing (Peking) tried to impose his authority. This history, he remains today as modern China, if it impresses with its apparent uniqueness, is actually composed of many small pieces that fit together to form one. Politically, it is the central government that determines the laws and procedures, through a carefully planned economy for the prosperity of the country. But the country is governed by a highly decentralized political system, each region (There are 22 major ones in China) is run by a auxiliary government, each city by a City Council, each district by a district committee, and each residence by a residents association, which sometimes appear to have equal power. So law enforcement is subject to the goodwill of everyone, in this branching system of power. Ethnicities, whether they are a minority compared to the main ethnic group of Han (91.59% of the population is of Han origin3), still play a role in the segmentation of the country, and many ethnic conflicts (sometimes bloody ) remain in the country, and to the borders. Economically, if the numbers are impressive, social disparities between populations have widened with the rise of China. It does not exist, for example, middle class
United States Department of the Treasury and Federal Reserve Board Major foreign holders of Treasury securities 2011 CIA The World Fact Book 2011 Wikipdia Demographics of the Peoples Republic of China
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that would support the analogy of the French middle class. Thus white collar workers (see box), often have an income greater than eight times the working class income, in the same city1. Economic disparities between city and countryside are huge, when the price per square meter returns to Shanghai a years salary for a peasant of Sichuan2. > White Collar & Blue Collar White-collar workers designate the Chinese middle class, formed of office workers, and decision makers in the company. The term comes from the fact that they wear white shirts under their jackets, as opposed to blue collar workers, which means the working class. The Chinese territory, from its size and population, however, cannot be grasped in its entirety without risking being confused. This territory includes most of the features which should be investigated in order to extract meaning.
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Bureau des statistiques de la Rpublique populaire de Chine, http://english.gov.cn CIA the World Factbook 2011
Wikipdia China http://en.wikipedia.org/wiki/China Statistic Bureau of Shanghai, China Statistics Press, 2002
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From those initial data, from a designer point of view, we can highlight several evidences. First, that design for China is a discourse without meaning, as the populations and the size of the country are creating so many diversities. In a context of design that is more human-centered, it is therefore necessary to remember that understand China is to first understand how it is made. To design any project for coastal China, is to be faced with a concentration of very large population, itself made up of very diversified individuals and social classes. On this coast, some large cities emerge from the other, by their growth, population, or simply their history. This is the case of Shanghai, new international metropolis.
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http://en.wikipedia.org/wiki/Shanghai#Economy Atlas de Shanghai, une mtropole en renouveau Thierry Sanjuan, Madeleine Benoit-Guyod, 2009 Laccord de Chongqing le 28 fvrier 1946 signe la fin des concessions franaises en Chine.
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which host in its center the highest skyscraper of China and Asia, with the Jin Mao Tower (421 meters), the Shanghai World Financial Center (SWFC, also known as bottle opener because of its characteristic shape, (494 meters) and soon simply called Shanghai Tower (632 meters, which the construction is scheduled for completion in 2014) which will also become the second worlds tallest skyscraper (after Burdj Khalifa in Dubai).These towers have become the emblem of the city, supplemented by the Pearl Tower, and a sort of symbol of shanghainese pride to shine on the world. Other areas of the city are no exception, especially since the Universal Exhibition of 2010 was an excuse to redo all the major avenues of the city, and modernize the overall transport system (the Shanghai Metro is deemed to be one of the most efficient in the world and be one of the fastest extending metro network, its planned expansion will bring it to cover more than 877km of line in 2020). Shanghai is then a mixture between the lifestyle of its inhabitants who still retain their identity in the old quarters of the city (the Shikumens) and exacerbated desire to shine and not to remain a chinese city amongst other, found in the high towers of Pu Dong, and the verticality of its infrastructure, both
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Personal feeling of the writer after one year of residency in Shanghai David K. Jordan The traditional Chinese Family & Lineage 2006
real estate speaking (the number of residential buildings over 30 floors makes you dizzy1) and road infrastructure (the city is covered of many raised highways).
Communiqu of the National Bureau of Statistics of Peoples Republic of China on Major Figures of the 2010 Population Census China Statistics 2005 Basic Conditions of Urban Households
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accommodation (on campus University where they live) or roomsharing apartments, as is common to observe among the youth labor force1, and whatever their social class.Moreover, the cost of studies for a child is an expenditure more and more difficult to support for families (there is very little state aid), which do not expect to have a second child, even if one day the law of one child per couple allowed them to (the one-child policy is actually very flexible for minorities and rural). However, the poorest families still find themselves forced to share close living quarters, making it difficult to define a typical Shanghainese home. But segmenting by social class, we can still identify what is a typical white collar Shanghainese household: > Having met and interviewed shanghainese families, the family from upper middle class generally consists of three members: the couple, where both the man and woman works in an office, and the child, who until his university entrance will live under the parental home. The grandparents also live in Shanghai, but more often they have their own apartment, which they change to be closer to their children at birth
of their grandchild. They are often the ones who keep the child when parents are at work or absent, and that the school is closed. The family is then called 4-2-1, 4 grandparents, 2 parents and 1 child. These interviews thus join the conclusions of studies across the country 1.
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Then, as it seems composed not of individuals but of a gigantic set of families, since there are exclusively child-centered, social interactions are easier to understand. More explicitly, it suffices to apply the principle that to design for one person is not enough, but it should be taken into account peoples social interactions with their environment. Even more specifically, design a product for Shanghainese should lead the designer to consider the place of this product in the family, and how finally, even if it was not the primary purpose of the product, the entire family will be able to use this product.
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2.1 - Early-Adopters
2.1.1 - Definition
As mentioned in the introduction, the term Early Adopters, was first used by Everett M. Rogers in 19621. At that time, the term broadly defines an early buyer of a particular company, product or technology, usually between 18 and 25 years. In other areas, such as politics, fashion or art, it also refers to a Trend setter. This definition implies a behavior, a practice of a sub-group of individuals, rather than a true social class. That way, an early adopter is often part of the middle class, but the entire middle class is not necessarily composed of early adopters. We will see later social class affiliation of Chinese early adopters.
2.1.2 - Involvement
Early adopters are defined by two main characteristics: - the first and most obvious, is that they are buyers of a new technology, which they accept to gain benefits brought by this technology, but also, and this is often unavoidable when a technology is not yet used on a large-scale, its drawbacks. The second concerns the role of prescribers that the community of early adopters is playing around their friends and family circle. Indeed, not only satisfied with being the first to adopt a new product, they will then show and touted its advantages to their families, colleagues, etc. To simplify, it is through them that pass the new products and it is them who then used to spread a new product or technology to a more broad audience. Example: the first iPhone buyers had access before anyone else to accurate touch screen smartphone, with, at that time, a yet unattended combination of numerous features. However, the general public discovered the iPhone with the second generation, much more successful (to only quote these improvements, a better battery life, 3G network access and a
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better camera, that made it a more pleasant Smartphone for everyday life).
World Usability Day (Novembre 2011), DesignING Shanghai (Octobre 2011) Everett M. Rogers Diffusion of Innovation 1995
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Example: If the Chinese market for new technologies show specifics that are not only related to early adopters (piracy and copy of products, massive imports to the black market when the product is not yet available in China) we can see that handheld game consoles Nintendo DS and PlayStation Portable are a success among the 14-18 years old consumers (however, there is some differences between the public of both consoles), while the Apple iPad (all versions) are found in more in the briefcases of the 25-34 years-old. If the end usage is different, the ways to use are also; most young people use their devices almost anywhere, including when walking (it is not uncommon in Shanghai to see young people playing video games while they walking down the street) while older prefer situations at least semi-mobility (as when they are in a subway car) or in the comfort of their home.
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November China Review 2010 Document interne Orange Labs - Beijing Chris Evdemon Technopreneurship and the Early Stage Ecosystem in China 2011
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to buy content, hence the resort to piracy. Example in the video game: The new Nintendo console, the 3DS, recorded good sales figures throughout the world except in China, while the previous version (Nintendo DS) has been a huge commercial success. Far from sulking the new 3D technology of the console, this difference is rooted in the fact that currently, there is no way to hack the games of Nintendo 3DS, whereas piracy is widespread and accessible on the previous version. Chinese vendors are advising their clients to wait for cracks to be available, and fall back the potential buyers on the DS generation. Similarly, the majority of game consoles (portable or not) sold in China are sold chipped (Technique that by adding an additional component allows to run unsigned games, and thus pirated). The temptation is great, especially since the price difference between pirated game on the market and bought an official game up to 80%.
The low importance given to the copyright in China is one of the other factors of this mass piracy (we find the same practices for music or movies), and influencing Chinese users in the non-compliance with dematerialized products.
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Geek is a slang term, used for designating odd or nonmainstream people. At the beginning, it was used only to designate a specialist in a specific area. Thus there are geeks for computers, movies, comics and everything related to culture. This term was then used pejoratively to describe a withdrawn person who is only interested in one thing, such as video games. For the designer who want to understand China and its relation to new technologies, it is not sufficient to apply a persona from another culture (in this case American) to the Chinese market, since, as we have seen, the Chinese have their own peculiarities.Video games in China is yet not only reserved for younger, and content or its originality of it is often less important than how it is presented. Ease of access is also a very important constituent of the Chinese market. Thus, here the user is always in the position to control its content. In terms of service or digital content, the designer must compose with the fact that if he tries to lock the content, the Chinese user will always find a way to modify it, from the moment he decides to. It then serves no purpose to devote resources to fight against piracy, to install complicated systems
Chris Evdemon Technopreneurship and the Early Stage Ecosystem in China 2011
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limitations (which often reduces the user experience) since the Chinese user will always get the upper hand. He just needs to go to the nearest PC mall and the first computer stall will do the handling for next to nothing. Moreover, fighting piracy would only prevent or slow down the success of a product in China. It is therefore necessary for the user experience, to let the content or platform developed open, and for the economic part, find new ways of financing the design.
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up to capitalism, and a favorable economic environment. The next generation, which began in the mid 90s, it is called second golden generation. Their practice of technology is generally well developed, people between 30 and 40 years old taking the advantage of the opportunities and the diversity brought by technology and the Internet, whereas if the 12-30 years are obsessed by Internet, and extremely curious about everything, they remain suspicious of the majority of online content. This suspicion come from the huge control that Chinese government exert over the content published, and a mistrust vis-vis the information that comes from disinformation campaigns conducted during the darkest hours of the Cultural Revolution1. Knowing these generations is to know the Chinese public who will become the primary user of tomorrows design.It is also realizing the importance of information design that is emerging in Chinese society, even though this information has long been very controlled, and that people are still distrustful of this lack of reliability and objectivity. The clarity of information, and the designers ability to make simple the understanding of a wide lot of information is becoming crucial in
Chris Evdemon Technopreneurship and the Early Stage Ecosystem in China 2011
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Chinese society of tomorrow. But it is also knowing the deep commitment that the new Chinese generation have to communicate via the Internet and the social networks. Neglecting this attachment, or obstructing its operation (and for the designer to not make it even easier), it is to turn ones back to those generations of sophisticated technophiles. This attachment is however not without consequences for the social life of the young Chinese, since it comes as much as an opportunity to interact (the advent of the Internet) as a necessity, sometimes problematic, occurred during the recent social changes.
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overprotected by their mothers and grandmothers, are unable to assume their future independently after graduation from the university. Some professors at the renowned Tsinghua University (known to form the elite of Chinese engineers) even come to testify in the newspapers of some childhood behaviors in their students, yet almost adults. Similarly, psychologists explain that the absence of siblings in the small Chinese youth leads them to confront the world of work without ever having to argue before. To justified, convince, persuade are lacking of their their life learning because of this unduly present family unit too, reinforced by an educational system that leaves no room for individuality and social construction.
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The Chinese educational system is known to be a system where individuality has no place, and where success foremost advocates. Consequently, the child back home overly use his right to express himself, rights that are denied to him in school, without practicing his livingtogether skills. Another direct consequence, young Chinese have nothing similar in idea to Western hobbies. They dedicate their youth to succeed in their studies, and activities like sports, which can be recreational in France even in school, are transformed into another form of expression of success. The famous motto of Mr de Coubertin dont belong anywhere in the Middle Kingdom (The essential thing is not to have conquered but to have fought well.).
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content published on the Chinese networks, in the interest of the Party (Chinese Internet users speak then of harmonization, after President Hu Jintao has expressed his desire to preserve a Harmonious society). Chinese white-collar workers spend many hours daily on the Internet, and some of their habits could now operate without doing so (eg. Chinese women spend much time on Taobao, the Chinese equivalent of Ebay, where you literally can find everything). Without demonizing Internet practice (as is the case in the West with the French Hadopi and Loppsi, or the recent U.S. SOPA), this practice leads to a movement, in China, of Internet addiction. Comparable to the problems South Korea have among online players, this issue is taken very seriously by the government, which talk about enforcing Korean curfews to Chinese Internet users (especially online gamers). This movement is characterized by the creation of an impressive number of treatment centers for Internet addictions (more than 300 centers have opened across the country in seven years, the first one in 2004)1. Of course, these centers are not all renowned and takes advantage from fear that may cause the Internet to make a profit on the backs of some
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Chinese worried about their child. But nevertheless they represent a good indicator for measuring Internet addiction of post 80s generations, which constitute most of the patients admitted in these centers (more than 3000 patients in 5 years for the Beijing Internet Addiction Center, the first national center2).
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In China, there are no national tariffs, and call from one region to another can be very expensive. That is why there are many phones leaving the possibility to use several SIM cards simultaneously, one for each region. It is also noteworthy that more and more young Chinese do not have a fixed line, the country having no historical Telecom provider as in France, and it is not always necessary to have a phone line to access the Internet in Shanghai.
From this communication problem arises several important points, which are as many level of communication, and communication situations. Through several interviews, I wanted to show how new generations transcribe these communication problems of Chinese society, through the testimony of Echo and Michael, both of Chinese youth, met during my stay in China:
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Interviews raliss par lauteur dans le cadre de la phase de recherche de son projet de fin dtudes. Weibo.com
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new riches becomes a truncated flagship of the decay of the new generation in China. The technology practice of each generation differ greatly depending on their ages. Statistically3 people aged over 40 use only simple services such as SMS, voice services and some simple newspaper services.This difference is not without increasing the generational misunderstanding, no service or product exist to unite all Chinese generations.
Interview of October 8th 2011, via Skype, of Echo, 25 years old, living in Beijing, for the end-of-study project. Cf. Chinahush.com, tags: second-generation-rich et chinese-youth Chris Evdemon Technopreneurship and the Early Stage Ecosystem in China 2011 Online Dating in China (White Paper) Damien and Calvin http://wenku.baidu.com/view/b59d46563c1ec5da50e27092.html Interview of Vincent Tseng, 27 years old, Shanghaiennese from Taiwan, for the end-of-study project.
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send her a private message1. If his behavior may seem a bit extreme, it nevertheless demonstrated the difficulty that Chinese youth have to meet and communicate with each other in everyday life. By the way, this behavior does not shock his peers, when presented with this testimony.
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Interview de Michael, 27 ans, Shanghaien dorigine Taiwainese, ralis dans le cadre du projet de fin dtudes. Le Quotidien du Peuple, China Daily, The Shanghaiist, Chinanews.com, Sina.com.cn, Xinhuanet.com
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Picture: Vincent Tseng, 27 years old, posing in front of building in Shanghai, 2011.
Conclusion
The Chinese society as a whole is very surprising, and with the highlight of the research, and the mentioned points, a thesis paper like this one is not sufficient to understand its entirety. In our case, we are faced with new generations, that if they respect the classical moral and cultural Chinese values, where the family finds its incarnation, also mean new challenges and problems to solve that do exist only since recently. Any intervention by a foreign designer must therefore be preceded by a concise study of social class and group of individuals on which the project will intervene, otherwise he will run a risk to create more problems than he solves. In our case, it will be to maintain links with the family, while trying to get young Chinese office of their social silence. Creating a new way of communication, which would be a addition to actual ones, would only isolate them even further from the real world, like their Internet addiction.Conversely, trying to force them to leave home to go to places unconnected seems like a brutal and somewhat self-defeating solution. The compromise, and thats the one I chose to develop in my graduation project, is to use the codes that are present on the Internet, communication codes, or situations of online communications, and to transcribed them in the real world. Stemming from this desire, my problematic is formulated as follows: Physicalize the virtual communication . Behind this problem lies the desire to supplement verbal communication to enhance it, not replace it. This is where the tools provided by the interaction design takes place, to return control of their communication to the younger Chinese generation.
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Bibliography
Cross-culturality
Webography :
Wikipdia, Socrate - Connais-toi toi mme Disponible sur Internet http://fr.wikipedia.org/ wiki/Socrate#Connais-toi_toi-m.C3.AAme [FR] Jeffrey Hays Families, men and young adults in china Available on Internet http:// factsanddetails.com [ENG] Chinese delay average age of marriage, first baby News http://english.peopledaily. com.cn/90001/90782/7151025.html [ENG] CIA The World Fact Book https://www.cia.gov/library/publications/the-world-factbook [ENG] China Statistics 2005 Basic Conditions of Urban Households Available on Internet http:// www.allcountries.org/china_statistics/10_5_basic_conditions_of_urban_households.html [ENG] INSEE Projections de mnages pour la France mtropolitaine, lhorizon 2030 Available on Internet http://www.insee.fr/fr/themes/document.asp?reg_id=0&id=1941 [FR] Wikipdia Demographics of the Peoples Republic of China Available on Internet http:// en.wikipedia.org/wiki/Demographics_of_the_Peoples_Republic_of_China [ENG] NPR.org http://www.npr.org International news website [ENG]
Shanghainese Household
Bibliography :
Internal research document at Yanfeng Johnson Controls, about the future of the chinese family in 2020. [ENG] Internal research at Orange Labs - Beijing. [FR]
Webography :
Chinese Governement, China Factfile - Population Available on Internet http://english.gov. cn/2005-08/08/content_27315.htm [ENG] David K. Jordan The Traditional Chinese Family & Lineage Available on Internet http:// weber.ucsd.edu/~dkjordan/chin/hbfamilism-u.html [ENG]
Bibliography
Webography :
- http://tei-conf.org Tangible Embedded Interaction Conference http://naturalinteraction.org/ , Natural Interaction - White Paper Available on Internet [ENG] http://www.naturalinteraction.org/images/whitepaper.pdf [ENG] http://www.interaction-design.org/encyclopedia/tangible_interaction.html Tangible Interface definition [ENG] On-situ http://on-situ.com/ Company developing technologies around video and interactions [ENG] Eva Hornecker Tangible Interaction - Definition http://www.interaction-design.org/ encyclopedia/tangible_interaction.html [ENG] Blog of the korean interaction design agency Kimchi And Chips http://www.kimchiandchips. com/blog/ [ENG] Blog of Ben Bashford, member of Council - A think tank for the Internet of Things http:// journal.benbashford.com/ [ENG] Website of Creative Applications network http://www.creativeapplications.net/ [ENG]
Early Adopters
Bibliography :
Louis Leung Lifestyles and the use of new media technologies in modern China , Telecommunications Policy Volume 22. [ENG]
Webography :
China Digital Times.net http://chinadigitaltimes.net Information website on digital trends in China. [ENG] Chris Evdemon Technopreneurship and the Early Stage Ecosystem in China 2011 Available on Internet http://www.slideshare.net/evdemon/technopreneurship-and-the-early-stageecosystem-in-china-2011?from=ss_embed [ENG] Blog post of David King, Marketing professional in Shanghai http://achinadiary.blogspot. com/2011/08/early-adopters.html [ENG] Press article Education in China: First graders of e-book in Shanghai http://designative. info/2010/06/18/education-in-china-first-graders-early-adopters-of-e-book-in-shanghai/ [ENG] Press article, Jerry Curtini Key to China growth is early adoption of next-gen technologies http://www.electroiq.com/articles/sst/print/volume-50/issue-3/asia-pacific/china/key-to- 36 -
Webography :
http://netiquette.fr/ Ensemble des rgles de conduite et de politesse adopter sur les mdias en ligne English title: Netiquette Guidelines from Sally Hambridge, translated in French by Jean-Pierre Kuypers. [FR] Wikipdia User-centered design http://en.wikipedia.org/wiki/User-centered_design [ENG] Wikipdia Interaction design http://en.wikipedia.org/wiki/Interaction_design [ENG]
OpenCV http://opencv.willowgarage.com/wiki/ Open Source Computer Vision Arduino http://www.arduino.cc/ Open source electronics prototyping Camspace http://www.camspace.com/ Motion Recognition, games oriented
Bibliography :
D. Travis, The Fable of the User-Centred Designer Available on Internet http://www. userfocus.co.uk/pdf/fable.pdf [ENG] Joshua Noble Programming Interactivity OReilly Media, July 2009. [ENG]
Webography :
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Acknowledgments
To conclude, I wish to thank all those who were or are involved in the implementation of this thesis, for their advice, feedback and critical thinking. Special thanks to China Campus 2012 class, the Zhenping Crew (Zhenping Spa, Zhenping Metro and Changsou Office), and the people I met during interviews (for this thesis and for the design Project) Vickie Ku, Vincent Tseng , Echo, and the teaching team (Nantes and Shanghai) for their feedback. This thesis and its contents are left free to reproduce and sharing.An online version will soon be available at the following address: http://iamvalentin.com
Contact :
Valentin Gauffre contact@iamvalentin.com www.iamvalentin.com
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