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Max Kalehoff On Marketing, Media & The Edge…Plus Bonus Insights On Start-Up Culture & Raising Kids.
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The “User” Is Dead, But What About The Consumer?

Started by maxkalehoff · 10 months ago

Below is my MediaPost column this week, on death of the word “user.” Jim Johnson asks in the comments on the MediaPost blog: “Heck, in 10 years will the term ‘friend’ jump the shark??” My guess is that the term friend ... Continue reading »

6 comments

  • mario

    1 year ago

    I have to say I think you're picking on the wrong term - I find "consumer" infinitely worse than "user". Consumer expresses a completely passive attitude, while "user" at least doesn't preclude the possibility that I am actively doing something myself, rather than consuming some predigested morsel of information or entertainment.

    Having said this, I do dislike UBC as well, but not only because of the U, but more because of the G - I don't "generate", I create.. at least last time I checked.
    reply
  • mario

    1 year ago

    Sorry - for UBC, read UGC, of course..
    reply
  • maxkalehoff

    1 year ago

    Mario,
    All makes sense. If I didn't work in marketing and media, and have big clients to report to and sell to, I'd move on from "consumer" faster than I am. Hopefully we'll get there.

    But being that I associate users with needles shooting up heroine, I'd rather be a consumer. Just me.

    Thanks for your comment.
    Max
    reply
  • Brian Haven

    1 year ago

    Max, great article. As I threw my opinion into the ring, I feel the point is that "user" is focused on the perspective of the creator (the person that uses my ...). That's not very human centered. I like to think of people as "doers" instead. That focuses on their need and activity, not the creators.

    Unfortunately, "doer" doesn't sound so great. So we're still looking for a better term, but I think the perspective is very important.
    reply
  • jbernoff

    1 year ago

    Thanks for the link, "friend"

    The technoids have come out of the woodwork on my blog to reclaim their precious "user". A sign of the times.

    You're right on target of course.
    reply
  • maxkalehoff

    1 year ago

    Thanks Josh. Underscoring the reclaiming of precious "users," check out the manifesto from Christopher Gierlich. I appreciate his feedback, but boy...what a defense: http://blogs.mediapost.com/spin/?p=1091#comments
    reply

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