Set® apresenta o projeto [TRANSMEDIA _ a arte de contar história].

Nesta Sexta 28/05/2010 a Set Experimental® se apresentou na USCS (Universidade de São Caetano do Sul/SP).

A participação dos alunos de comunicação e professores foi muito importante para um bate papo direto sobre o uso das #Novas Mídias, as #Redes Sociais e os novos meios de produção.

A Set Experimental® também lançou uma nova dinâmica de grupo surpreendendo mais uma vez propondo o improviso

AO VIVO via CELULAR!

Proposta:

Usando a frase do momento como conceito “Você é aquilo que você compartilha”, os alunos tiveram 03 minutos para improvisar um vídeo que seria transmitido AO VIVO via celular.

Confira o resultado: http://www.qik.com/setexperimental

Em seguida, utilizando tudo o que foi mostrado na apresentação da Set®, de como produzir e propagar conteúdo nas redes sociais, a proposta vai mais além: o vídeo que for melhor propagado pelos alunos, com maior interação nas redes sociais, concorre a um estágio na próxima produção da Set®.

[*] veja abaixo os comentários no TWITTER após a apresentação.

Set Experimental®

[TRANSMEDIA _ a arte de contar história]

fotos por Aline Cascardi Honório

PROJETO: #microfugas.

O projeto #microfugas começou durante minha visita esse ano a Barcelona,

no centro de arte visual HANGAR.ORG ( http://www.hangar.org/)

Quando saí do HANGAR.ORG encontrei num beco a seguinte imagem:

O nome do projeto vem desse muro, que provavelmente seja o trabalho de um artista que também conectado vive o coletivo de nossa época.

Incorporei ao grafite um computador e algumas peças que encontrei jogadas pelo beco.

Depois de alguns minutos percebi que havia reunido um grupo de pessoas na saída do beco que observavam meu improviso.

Desse improviso surge então a ideia de criar uma nova experiência e transferir as relações virtuais e sociais para uma galeria de arte.

Nasce assim o projeto:

#microfugas.

1_ Conceito:

A partir de estudos realizados na área do comportamento social do ser humano moderno, a Set Experimental® apresenta o projeto #microfugas, que implica em retratar como as relações tácitas entre indivíduos está se tornando cada vez mais virtual, ignorando o contato social físico.

A ideia da Set Experimental® é promover um ambiente lúdico digital, no qual o encontro virtual se aproxime ao máximo da realidade física. A video-instalação #microfugas traz a experiência virtual para o ambiente de uma galeria. Desta forma, torna-se possível vivenciar, em tempo real, pessoas de outras partes do mundo, em um mesmo lugar, como se estivessem fisicamente presentes.

2_ Justificativa:

Recentes estudos revelam que a internet, hoje, é onipresente na vida de bilhões, e o sentimento de coletivo é estimulado pela interação contínua entre seus usuários.

De acordo com psicólogos, sociólogos e antropólogos os relacionamentos virtuais não diminuem a solidão. Eles recentemente concluíram que a comunicação virtual não supre as necessidades afetivas mais profundas dos indivíduos.

Dr. Gary Small, especialista em neurociência e comportamento humano, afirma que o cérebro é alterado após longos períodos conectado à rede:

“Nossos circuitos cerebrais são formados por conexões entre os neurônios, chamadas de sinapses. A todo momento, esses circuitos respondem às variações do ambiente. Ao passarem horas em frente ao computador, seja para pesquisar, mandar e-mails ou fazer compras, as pessoas estão expondo o cérebro a uma enxurrada de estímulos. É por isso que o uso da tecnologia digital altera nossos circuitos cerebrais”.

– Revista Veja, 2009.

Tecnicamente, a superexposição a estímulos constantes da internet afeta a maioria dos circuitos corticais e a camada externa da área cinzenta do cérebro, que inclui o lobos frontal, pariental e temporal. O resultado disto é a negligência aos circuitos relacionados às habilidades sociais.

Portanto, a característica humana de identificar as informações verbais, postura corporal, gestos e nuances de olhar,que são detalhes importantes numa convivência social é severamente alterada.

Em outras palavras, jovens conectados por longos períodos à rede, têm afetados os seus cérebros, modificando a complexidade dos pensamentos no lobo frontal, seção que diferencia o homo-sapiens do animal irracional.

• O EXCESSO DE INFORMAÇÃO NA INTERNET TRANSPORTA O INDIVÍDUO PARA UM ESTADO DE ATENÇÃO CONSTANTE, CAUSANDO ESTRESSE E EXCITAÇÃO.

• COM O EMPIRISMO, TENDE-SE A AUMENTAR VOLUMOSAMENTE A CONSTÂNCIA DE CONEXÃO E PROCURA POR CONTATO, POIS TAL ATO ALIMENTA O EGO E O SENSO DE VALOR PRÓPRIO DE MANEIRA CONSIDERÁVEL.

• REDES SOCIAS SEDUZEM O USUÁRIO A FIM DE QUE ESTE DESENVOLVA O DESEJO POR INTERAÇÃO SOCIAL.

Entende-se por tecnologia virtual tudo o que partilha a mesma essência, aparência ,ou produz os mesmos efeitos de outro usuário.

Portanto seria correto questionar se as relações virtuais conservam a mesma essência, aparência ou o mesmo efeito produzidos pelas relações sociais reais.

As relações virtuais atuais são o oposto do que escreveu o filósofo grego Aristóteles, em 322 A.C:

“OS AMIGOS PRECISAM DE TEMPO E INTIMIDADE, NÃO SE PODE CONHECER SEM QUE TENHAM COMIDO JUNTOS UMA QUANTIDADE NECESSÁRIA DE SAL”

Segundo os antropólogos Robin Dumbar (especialista em comportamento primal) e Russel Bernard (especialista em antropologia cultural), o limite estabelecido de relações humanas que se pode manter em uma rede social é de 150 (cento e cinquenta) a 290 (duzentos e noventa) pessoas. Em média, o número de “amigos e seguidores” nas redes sociais virtuais ultrapassa os quinhentos. A questão então se torna o número exato de relações deste indivíduo.

Outras questões, como a razão pela qual as pessoas estão se conhecendo e casando virtualmente; a possibilidade de um jovem em uma lan house de Aruanda conectar-se, ao mesmo tempo, ao quarto de uma garota em Barcelona e ao escritório de uma terceira pessoa em Nova York; os interesses causados por essa interatividade; e a real aproximação entre indivíduos causada pela diminuição das distâncias também serão abordadas na experiência virtual #microfugas.

3_ Aplicação:

O projeto itinerante #microfugas visa expor nas galerias de arte das principais capitais do mundo uma nova experimentação: o confronto entre as relações virtuais e reais.

Para tanto será criado um símbolo de ponto de encontro social entre as pessoas representado por uma mesa de bar e quatro cadeiras. Em três destes assentos estarão computadores instalados e conectados a diferentes partes do mundo, se relacionando através de veiculadores de redes sociais como Skype, MSN, Facebook, etc…

Cada computador estará conectado a uma webcam, permitindo que a conversa entre os três seja vista por todos. Os internautas expostos terão a oportunidade de interagir entre si e com uma quarta pessoa que, no caso, será o visitante da exposição.

Este visitante sentar-se-á à quarta cadeira, em que uma câmera instalada no teto da galeria transmitirá sua participação, possibilitando assim sua experiência de relacionamento virtual com os internautas.

Climatizando esta experiência e confronto entre o virtual e o real, cenas externas da vida cotidiana serão projetadas nas paredes da sala, assim como dados oficiais e atualizados sobre a internet.

Internautas de qualquer parte do mundo também poderão interagir com a exposição, em tempo real, através das redes sociais moderadas.

VEJA MAIS : “#microfugas”

Exemplo:

Set Experimental® (*)

EXIBIÇÕES: https://setexperimental.wordpress.com/2011/03/30/microfugas_sescpinheiros/#microfugas

https://setexperimental.wordpress.com/2011/05/06/lachambreblanche/

A SET EXPERIMENTAL® _ é uma produtora de novos conceitos de transmedia.

Sua proposta é criar “cases” através de um conteúdo multi plataforma e propagação em massa nas mídias sociais. Os projetos da Set Experimental® oferecem SINERGIA & BRAND EXPERIENCE.

Set Experimental®

presents

#microfugas

1. 1. Concept

From studies conducted in the area of modern humans social behavior, Set Experimental® presents #microfugas, a project which consists in portraying how unspoken relations between individuals is becoming increasingly virtual, ignoring the social physical contact.

The idea of Set Experimental® is to promote a playful digital environment, in which the virtual meeting is close to the maximum of physical reality. The video-installation #microfugas brings experience to the virtual environment of a gallery. Thus, it becomes possible to experience in real time, people from other parts of the world in one place, as if they were physically present.

E.g.: in a bar table, people discuss their trivia from around the globe.

2. Justificative

Recent studies show that the Internet today is ubiquitous in the lives of billions, and the collective feeling is driven by continuous interaction between its users.

According to psychologists, sociologists and anthropologists, virtual relationships do not diminish the loneliness. They recently concluded that the virtual communication does not meet the individuals’ deepest emotional needs.

Dr. Gary Small, an expert in neuroscience and human behavior, says that the brain is altered after long periods connected to the network:

“Our brain circuits are formed by connections between neurons, called synapses. At all times, these circuits respond to changing environmental conditions. To spend hours in front of the computer, either to browse, send e-mails or shopping, people are exposing the brain to a barrage of impulse. That is why the use of digital technology alters our brain circuits”.

– Revista Veja, 2009.

Technically, overexposure to impulse appearing on the internet affects the majority of cortical circuits and the outer layer of gray area of the brain, including the frontal, temporal and pariental lobes. The result is the neglect of the circuits related to social skills.

Therefore, the human characteristic to identify verbal information, body posture, gestures and nuances of looking, which are important details in a social life, is severely altered.

In other words, young people connected to the network for long periods, have their brains affected, changing the complexity of the thoughts in the frontal lobe section that distinguishes the homo-sapiens from the rabid animals.

• EXCESS OF INFORMATION ON THE INTERNET TRANSPORTS THE INDIVIDUAL TO A STATE OF CONSTANT WARNING, CAUSING STRESS AND EXCITEMENT.

• EMPIRICISM ON THE WEB TENDS TO INCREASE THE CONSTANCY TIME OF CONNECTION AND SEARCH FOR CONTACT, BECAUSE SUCH ACT FEEDS THE EGO AND THE SENSE OF SELF VALUE CONSIDERABLY.

• SOCIAL NETWORKS SEDUCES THE USER FOR HIM TO DEVELOP THE DESIRE TO SOCIALLY INTERACT.

It is understood by all that virtual technology shares the same essence, appearance, or have the same effect of another user.

So it would be correct to question whether virtual links retain the same essence, appearance, or the same effect produced by the actual social relations.

The current virtual relationships are the opposite of what the Greek philosopher Aristotle wrote in 322 BC:

“FRIENDS NEED TIME AND INTIMACY. IT’S IMPOSSIBLE FOR THEM TO CONSIDER THE RELATIONSHIP WITHOUT EATEN AN CERTAIN AMOUNT OF SALT TOGETHER”

According to the anthropologist Robin Dunbar (primal behavior specialist) and Russell Bernard (expert in cultural anthropology), the limit of human relations that can maintain a social network is 150 (one hundred and fifty) to 290 (two hundred and ninety) people. On average, the number of “friends and followers” in the virtual social networks exceeds five hundred. The question then becomes the exact number of relations of this individual relations.

Other issues such as why people are getting acquainted and married virtually; the possibility of a youth in an Internet cafe in Aruanda connect at the same time, the bedroom of a girl in Barcelona and the office of a third person in New York; interests caused by such interactivity; and real approchement between individuals caused by the decrease of the distances will also be addressed in the virtual experiment #microfugas.

3. Goal

The itinerant project #microfugas aims to exhibit in main capitals of the world art galleries a new trial: the clash between the virtual and real relationships.

Therefore it will create a symbol of social meeting point between the people represented by a bar table and four chairs. In three of these seats are computers installed and connected to different parts of the world, whether related by backers of social networks such as Skype, MSN, Facebook, etc …

Each computer is connected to a webcam, allowing the conversation between the three to be seen by all. Viewers exposed will have the opportunity to interact with each other and a fourth person who, in this case, will be the exhibition visitor.

This visitor will sit on the fourth chair, in which a camera mounted on the ceiling of the gallery sends your participation, thus enabling their experience of virtual relationship with the Internet.

Exempliflying this experiment and the confrontation between the virtual and real outdoor scenes of everyday life will be projected on the walls of the room, as well as official and updated data over the Internet.

Anywhere in the world, internet users can also interact with the exhibition in real time, through moderated social networks.

Video example: http://www.youtube.com/watch?v=Hnht32d5yC4&feature=player_embedded#!

1. 4. Logistic

To accomplish this social experience it is necessary:

• 03 computers connected with broadband.

• 01 network notebook.

• 01 security or ordinary web camera.

• 03 video projectors.

• 03 DVD players.

• 04 chairs.

• 01 bar table.

• Electronic equipment (old computer wires and CPUs, old monitors, etc.).

NEXT VIEWS: https://setexperimental.wordpress.com/2011/03/30/microfugas_sescpinheiros/#microfugas

https://setexperimental.wordpress.com/2011/05/06/lachambreblanche/

New Concept Media

Set Experimental® produces new concepts of Transmedia. His proposal is to create “cases” through a multi-platform content and mass propagation in social media. Set Experimental® projects offer SINERGY & BRAND EXPERIENCE.

5. Resumé

Giuliano Chiaradia has been working in a creative field since 1990. Everything has started in radio and today brings the baggage of experience in jingles, commercials, promos, TV shows, webseries, music videos, short films and documentaries.

Graduated in Social Communication in Santos, SP and also doctorated at Lorenzo de Médici Film Institute in Florence, Italy. He has taken the Gabriel Garcia Marquez’s Script Workshop at EICTV, in Cuba and the International School of Film and TV Rock Port, Maine, USA. He has also studied “New Techniques for Direction of Actors” by Allan Myerson, director and member of the Oscar Academy in Los Angeles. In 2009, he completed the MBA in New Media by Globo TV.

His career began in radio as FM radio editor, in 1995. After that he assumed the creation of advertising campaigns on Radio Jovem Pan until he reached the artistic coordination of the Network Transamerica Santos.

At 19 years old, still studying in the second year of Communication, he assumed a retail chain based in Portugal, Holland and Brazil of marketing and creative strategies. At that time, his debut in the communications field took him to three consecutive awards for best advertising campaign: Premium Milk Stone – Big Ideas For Small Budgets.

In 1997, he created Set Experimental®, an audiovisual cooperative with different concepts of creation. Since then, he has been developing new formats for TV and Web interactivity in new medias. On that same year, he was adopted by friend and professional playwright Plinio Marcos, when he developed his first literary essays.

He was awarded in Brazil in 1998 as “Best Director and Screenplay” by Estado de S.Paulo newspaper, with the controversial short film “Clone My Clone”.

Responsible for authorship, direction and final editing of most of his works, for four years, from 1997 to 2001, he joined the Promos MTV Brazil team, wich was a period of important transformations in the channel. After that, he was invited to work at Viacom’s MTV Networks Headquarters, in Miami, USA. At 29 years old, he became the “kid creative”, being responsible for the creation and communication of children’s channel Nickelodeon Latin America for the entire Latin continent for five years.

In 2003 and 2004, he was internationally awarded four times by Promax/BDA Awards Latin America (Latin American Festival of promos for TV and Cinema) with image campaigns developed for brand fixation, which gained global serving at MTV Networks.

Even in 2004, he wrote and directed the first mobile short movie, called “Beeep …”, appointed by the Miami Herald, Folha de S. Paulo and A Tribuna newspapers as the first audiovisual production made by mobile in Latin America.

He returned to Brazil in 2005 as Senior Programming and Content Manager at Nick Brazil cable channel, where he created and was responsible for General Administration of programs and new formats for the young population.

In 2006, he assumed the General Direction of “Nick Patrol” and received the award for “Outstanding Children’s Program of cable TV.”

His most recent works as a director/author includes: Big Brother Brazil, in 2008; TV Xuxa; Estrelas; Prêmio TIM de Música; Estação Globo; Ger@L.com, first show with new media convergence between the Globo Television Network and internet; and Malhação ID 2010, first case of real transmedia on the same station.

Giuliano also signs the direction of music videos for Fernanda Takai and Detonautas Roque Club, Pato Fu, Strike, Vivendo do Ócio, Stevens and the Brazilian king of pop, Roberto Carlos. Some of these clips were recorded 100% by mobile, all pioneers in Brazil.

In 2008 he received the VI Film Festival of Santos, São Paulo, the awards for “Best Video”, elected by the jury and the criticism award for “Best Video”, chosen by the public, and awarded “Best Production Online / New Media” .

On April 2009, he launched the VIROSE MULTIPLE® – a Set Experimental® multiplatform division, wich is specialized in videos with viral potential, collective actions online, new models of mobile content and marketing.

In Gramado Festival, 2009, he received the Award for Best Video of Brazil, with Fernanda Takai’s Kobun videoclip. At the ceremony, he innovated once more, broadcasting the awards live, by his own mobile, via internet. He repeated the same at Santos Short Festival, in wich he received the Award for Best Music Video Direction in 2009.

In 2010, after a gap of seven years without producing and directing, he launched a brand new short film, called [VIRTUAL RELATIONSHIPS], in which the screenplay was based on texts from his blog, http://www.colheitadepalavras.wordpress.com. The film reached 250,000 views on the web in the first week!

In the same year, he placed Set Experimental® with 2 works in the Converge Innovation Award 2010 finals, with the first video made by Twitter (Stevens Band – Universal Music) and the with the clip “Fora, Mônica” (Vivendo do Ócio Band – Deck Disc). Then, he was invited by the organization of Campus Party Europe to present his work convergence in Madrid, Spain, where he arrived to represent Globo TV and Set Experimental® for three days.

Giuliano is responsible for the creation and development of the project “Smile! U’re on camera!”, an innovator groups dynamics for mobile audiovisual content market.

Now, as director/author, he develops concepts and formats for new medias at the Globo TV.

1. 6. Work

VideoClip

Famous artists clips, such as “Tudo Que Você Sempre Quis – Stevens”, “Fora, Mônica – Vivendo do Ócio”, “Nada Original – Pato Fu”, “Como É Grande O Meu Amor Por Você – Roberto Carlos (TV GLOBO 2009)”, “Linda, Tão Linda – Fiuk (Malhação ID 2010 – Clipe Interativo)”, “O Retorno de Saturno – Detonautas Rock Clube”, “No Veneno – Strike” and “Kobune – Fernanda Takai”.

http://www.setexperimental.com/videoclip

Short Movies

Shorts that really get you impressed, since their creation to their very low production creation costs, like “Acid 7”, “Santa Heresia”, “Clone, Clone Meu”, “Beeep…” and “Relações Virtuais”.

http://www.setexperimental.com/shortmovies

VideoArt

In his domain in the network, Set Experimental® presents audiovisual content, such as his ability to create in video art (Project #microfugas, Global Warming, Campaign 2003 MTV Networks, virtual has NanoDoc Relations, and Vignettes of the Set Experimental®).

http://www.setexperimental.com/videoart

Smile! U’re on camera!

A Project created by Set Experimental® to estimulate the audiovisual content in new media production at the universities.

https://setexperimental.com/smileyoureoncamera

1. 7. Press

The first short movie on cell phone. A Tribuna Newspaper – 11/2004. A Tribuna –

“Beeep… The first short movie made by mobile” Folha de S. Paulo Newspaper – 2004

Set Experimental® talks about use Twitter to produce culture.

O Globo newspaper 2010.

Using cell phone to produce content. Galeria Newspaper – 2008

Working with Tv and web since 1997 _ A Tribuna newspapper 2000.

Inside GLOBO TV – For all employers and empolyees

The project “Smile! U’re on camera!” invades the Universities.

Set Experimental®

http://www.setexperimental.com