Dalle piattaforme di streaming ai social il Natale, oltre che nelle nostre case, sta arrivando sui nostri schermi abbracciando sempre più una visione anche digitale delle festività.
È Dicembre e ormai ovunque si respira aria di Natale: nelle strade, nei negozi, nei centri commerciali, per le vie di paese…e anche su tutti gli schermi. La festività più importante dell’anno infatti si sta convertendo ogni anno di più alla sfera digitale, tra banner pubblicitari a tema e campagne web marketing sempre più elaborate, programmazioni speciali su siti di ecommerce e servizi di streaming, post sui social come se piovessero e tanti altri piccoli dettagli che mostrano chiaramente quanto ormai questa celebrazione sia vissuta tanto sul web quanto nella vita reale. Ma quando è cominciato tutto questo? E fin dove ci siamo spinti alle soglie del 2022?
Un cambiamento progressivo
Ovviamente non è che tutto questo sia avvenuto da un giorno all’altro: la virata digital del Natale è cominciata diversi anni fa, in concomitanza con lo sviluppo commerciale del web. Fin dagli albori della rete, nella seconda metà degli anni ’90, con l’avvicinarsi di Dicembre non mancavano certo siti e banner a tema natalizio, seppur in misura molto inferiore a quella odierna. Si trattava però solo di piccoli tentativi embrionali, primi passi di un mondo ancora in sviluppo, che sarebbero esplosi solo con l’avvento del Web 2.0.
Con il passaggio, tra il 2000 e il 2010, da un web puramente statico ad uno dinamico le possibilità e i servizi offerti dalla rete aumentano a dismisura: nascono le prime piattaforme di condivisione e, grazie ai CMS, chiunque può potenzialmente creare il proprio sito. Spuntano così i primi e-commerce e poco dopo è la volta dei social network, destinati a cambiare il nostro modo di vivere. Ora tutti sono in grado di condividere e diffondere contenuti e non ci vuole molto prima che il Natale diventi l’argomento di punta di tutto il periodo che va da Novembre fino a fine Dicembre.
Tra foto di alberi addobbati, panettoni, luminare e presepi i classici saluti delle feste si fanno sempre più virtuali. Le aziende e le agenzie di marketing, grazie ai nuovi strumenti, possono lasciarsi alle spalle le vecchie promozioni dal vivo e creare campagne digital sempre nuove e più efficaci approfittando dell’occasione delle feste. Tutto si virtualizza insomma e la “magia del Natale“, prima appannaggio esclusivo del mondo reale, si diffonde anche a quello digitale.
Natale 3.0
Chiarito il percorso di trasformazione che ha modificato il modo in cui viviamo il 25 Dicembre, resta una domanda: in cosa si traduce tutto questo alle soglie del Natale 2021? Beh, tanto per cominciare la festa si vive soprattutto sui social media: gli auguri si fanno soprattutto attraverso le bacheche Facebook e nei messaggi privati di Instagram piuttosto che a voce, mentre molti si affidano a chat Whatsapp e Telegram per organizzare le varie feste e i cenoni nei minimi dettagli.
Sul fronte regali poi non c’è nemmeno da discutere: la quasi totalità della popolazione ormai si affida ad Amazon e simili per trovare il dono perfetto da regalare ai propri cari, spesso approfittando di offerte come il Black Friday e il Cyber Monday. La stessa tecnologia va per la maggiore come idea-regalo: oltre ai classici smartphone, notebook e console quest’anno nelle liste doni non sono mancati gli abbonamenti ai principali servizi di streaming come Netflix e Disney+.
L’ultima moda sembra quella di fare regali in preparazione all’uscita del fantomatico Metaverso annunciato da Zuckerberg: dai visori VR ai famigerati smart glasses la voglia di fare un regalo digital per il metaverso sembra aver preso tutti. C’è chi addirittura è andato oltre ha pensato di fare un regalo sotto forma di NFT: nell’ottica di un passaggio al metaverso regalare una proprietà digitale non sembra affatto una cattiva idea, specie considerando che esistono NFT per tutti i gusti come ad esempio nastri musicali vintage, opere d’arte giapponese in formato token o gol decisivi della squadra del cuore.
Insomma il Natale si è evoluto, allontanandosi sempre più dall‘immagine bucolica della famiglia di fronte al caminetto mentre consuma il cenone e abbracciando a pieno la trasformazione digitale. Forse l’anno faremo addirittura l’albero in realtà aumentata, ma quello che ci riserverà il futuro possiamo solo immaginarlo.
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