The Swedish successes within digital advertisement have caused the expression ‘the Swedish digital wonder’. The project is a collaboration between Chalmers University of Technology, School of Business, Economics and Law, University of Gothenburg, Sveriges Reklamförbund and Hyper Island in order to understand the origins of the digital wonder and implications for the future.
The foundation of the international success can be traced back to a network of entrepreneurs who in the 1980s got in touch with and used netbased computer communication such as BBSs (Bulletin Board Systems) and a vital demo- and hacker scene.
The four studies will (1) map and understand this network of future entrepreneurs, how it was created and maintained and how competences obtained during this period were transferred into a creative, high-tech entrepreneurship, (2) study how this entrepreneurship was influenced by the macro environment, such as the Swedish tradition of early use of technology, contact with computers in school, etc., (3) look at why the teenagers of this network chose to transfer their knowledge into digital advertisement instead of other IT areas, and (4) look at how digital advertisement in Sweden will develop in the future.
If the successes depend on a generation specific experience of and relationship to technology, what are the conditions for maintaining this position in the future? And, would it in fact be more interesting and beneficial from a societal perspective, if competences from young net cultures, such as described here, would be transferred to other areas in the future than digital advertisement?
Oskar Broberg (University of Gothenburg), Morgan Öberg (Sveriges Reklamförbund)
Chalmers, Göteborgs universitet, Sveriges Reklamförbund, Hyper Island