DIGITAL SEMIOTICS

We’ve been writing and thinking about digital culture for a long time.

The significance of the internet – whether it’s blurring the idea of national boundaries, encouraging startling new participative movements, or reframing the notion of identity entirely – has played a role in nearly every project carried out by Space Doctors since its inception in 2001.

However, from analysing the emergent codes of technology, to understanding the changing cultural significance of the network, some of our most recent projects have involved the analysis of digital culture almost exclusively.

At Space Doctors we understand digital culture in three main ways. First, digital culture is part of, not distinct from, material culture. It exists both on- and off-line. It’s a big, culturally situated story.

Second, from apps and platforms to social networks and the dawn of the semantic web, the components of digital culture are massively fragmented and rapidly evolving. The devil really is in the detail.

Finally, digital culture is producing a fast-moving digitally literate consumership. Digital brands need to convincingly reflect the values and expectations of this new pan-demographic generation.

All of the above underlines the need for digitally fluent brand and cultural analysts. That’s where we come in. Whether it’s understanding and explaining the big digital picture, or grasping the significance of digital culture for specific brands and categories,

our analysts are in the vanguard of this remarkable cultural turn. Space Doctors’s extensive internal learning, coupled with a growing catalogue of digital facing projects, places us in the strongest possible position to help brands establish comprehensive and compelling digital identities.

One might wonder why, at a time of massive technological development and increased virtual connectivity, a retrograde brand aesthetic and various modes of tangible, touchable material culture seems so appealing to consumers. Why the reappearance of knitting and everyday craftwork after such a long absence? Why Wall-E and the little green Android man? We’ve got some ideas about that too. If you’d like to hear them, or want to know more about our digital offer, email me.