WHAT IS REAL ?

Over the past decade our perception of what is real (and what is not) has blurred. This is partly due to new technology and globalization that brought the world Photoshop, plastic surgery, CGI and ‘fake’ products from China. But next to that, people experience a declining trust in the messages of corporations and politics. Although consumers seem to long for trust, realness and authenticity, this is only partly true. Society's relationship to ‘fake’ and ‘real’ is ambivalent. And also, there is a huge difference in perception between generations.


Keywords:
Media smartness
WoM
Local
Transparency

Sample question that will be answered:
• What has caused the blurring of reality?
• How do people respond to this?
• How to deal with authenticity and trust?
• How to walk the line between real and fake?
• What is the new real?