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Digitopia plants competence in the staff and students

The Digitopia project, coordinated by TUAS, has started with a bang. In its first steps, Digitopia has been a good example of a project which has done the media education at the Arts Academy a world of good—things that would not have been done were it not for the project.

Behind Digitopia is the project planning in which the staff in the field of media participated in a wide number of areas. Thus the views of different fields of specialisation were heard and were intertwined in the contents of the project. Digitopia searches for answers to the structural change in the field of media. Digitopia is not alone in this—several seasoned professionals tackle these issues every day. A big challenge for the project is what it can bring to the table that isn‘t already heard of.

The choice Digitopia made to find the solutions was clear from the beginning: the project must work in close cooperation with professionals in the field. It must also enable such activity for which the opportunities for planning and preparing rarely exist in busy working life. To start off, Digitopia had to become an attractive cooperation partner.

Launching the project must be seen and heard

The actual opening event of Digitopia was organised at Logomo. About 320 people from the field of media participated in the event which featured, for example, Alf Rehn as a speaker. The cooperation partners of Digitopia enabled the presentations of renowned speakers.



Launching the project with a bang was worth it, because the interesting event reached the Digitopia target group well. Therefore, marketing the project’s upcoming events, trainings and workshop became a lot easier. Implementing Digitopia and disseminating its results is more effortless when the project is considered familiar and professional.

Staff and students included in all activities

Even though, according to the ESR funding, the development target of the project is not basic activity for students, the project funding can be used to organise events which interest students in addition to the actual target group (employed and unemployed people in the field of media). For example, the Digitopia opening event was well received by the staff and students—more of this, please!

The project also enables updating the competence of TUAS’ staff: the staff participates in the pedagogic planning of events and continuing professional education, and networks with experts in working life. Overall, the topical project forces TUAS to bridge the gap which easily grows between the constantly changing working life and education, which usually reacts more slowly. At best, the project can do things in which we can be pioneers.

Communications is always worthwhile 

The problem with projects is often about inspiring and committing the target group to participate. Digitopia answers this challenge with active and well-planned communications. Digitopia does not only take place at events and workshops, but during the first few months, it has produced several blog posts and videos related to its theme. Digitopia tries to have a strong online presence and with its contents, reach people in the field of media also outside Southwest Finland.

Digitopia works in cooperation with Åbo Underrättelser and advertising agency Satumaa Family Business. Already at the beginning of applying for funding it was clear that in the project everyone is a winner: competence and media concepts should be planned, developed and tested together. Even though the cooperation with the actual project partners is tight, Digitopia has also been contacted by other companies in the field. For example, the project plans continuing professional education and a mobile application workshop in cooperation with companies in the field.

Read more about Digitopia (in Finnish)

 

   

Digitalisation as the theme of our customer event

Digitalisation frees up our time for creative thinking, interaction and bold experiments. This was the vision at Tomorrow’s Show, which was organised by TUAS and Viking Line on 29 October.

About 170 customers and cooperation partners met 100 of our students and 100 staff members at the largest customer event of TUAS. The theme of the day was digitalisation, which changes the activities of all of us.

Managing Director Mikael Jungner from communications agency Kreab crystallised digitalisation as translating life into a language which is understood by computers. Computers can store, modify and process information 300,000 times more efficiently than the human brain:

“When you find the information you need quickly on the web, you get time for creative thinking and doing other stuff,” said Jungner, demonstrating the benefits of digitalisation.


  "Digitalisation is translating life into a language which is understood by computers."

Who will succeed in the future? Jungner placed the achievers into three categories:

  • creators of digital platforms
  • those who build interaction on the abovementioned platforms
  • enablers of extensive availability of the services, i.e. experts in sales and marketing


Authenticity and openness lead to the world

Vaadin Oy, a company which has aimed directly at the international markets from Turku, shows that Finnish integrity and openness can also export technology to the world. VP of Marketing Fredrik Rönnlund opened three theses with which the company has succeeded in taking over the world:

  1. give something for free
  2. let go and be a part of the bigger picture and
  3. create the framework for discussion.

Authenticity, interaction and transparency are visible in Vaadin Oy’s operations, so that the company shares its core technology for free with an open source code licence. The company gets its income from selling tools, support and services for efficient utilisation of the technology.

At least half of the companies on the Fortune 500 list have taken up the offer, and Vaadin has increased its turnover steadily as openness has increased.

Computers recognise your feelings

Social media gets people to express their emotions, especially negative ones, more easily than before. If a customer is dissatisfied with a service or product, smartphones tempt to share the issue with others on Twitter or Facebook, for example. For companies, the challenge lies in recognising in the blizzard of social media messages the ones which might become significant in terms of the company’s reputation.

Here the help comes in the form of coaching computers to recognise the critical messages. Principal Lecturer and Research Leader Harri Jalonen from TUAS spoke about the NEMO project, which has successfully taught a computer to recognise with an accuracy of 65 percent if the tone of a Twitter message is positive, negative or neutral. Manual classifications are less accurate and naturally much slower.

In the future, when computers learn to understand irony, recognition will be even more successful.

Writer:

Satu Haapala, Communications Leader

Photo:

TUAS staff

   

Writer

Milla Järvipetäjä, Project Manager

Jussi Kokkola, Media specialist

Photos:

Karoliina Närvänen

Milla Järvipetäjä

In this issue