The Digital Third Place
People spend an inordinate amount of time at home, school, or work — their primary environments. The “third place” represents the location where they go to get away. This is not a retreat or where they go to pursue time alone. It’s the place where people gather outside of their primary environments. The term “third place” was coined by sociologist Ray Oldenburg in the early 1990s, with cafes, libraries, parks, and churches noted as common locales.
During the pandemic, the concept of the third-place changed. No longer could people go to their preferred third place. Many weren’t even allowed to go to their second-place — the office or the classroom. It’s no surprise, then, that the third-place went digital. Millions brought technology into their houses as lockdowns or concerns about health forced people to stay home. Informal interaction with peers changed from discussions in the break room or meetings in the office to digital forms of communication.
Thankfully, today’s communication platforms are complex and well-equipped to serve as more than just a means of digital correspondence. These robust, technologically advanced systems provide coworkers, friends, and family members options for face-to-face interactions, regardless of how far apart they are. They also offer forums for maintaining group morale and promoting teamwork. Chat rooms, virtual hangouts, and online meetings complete with web camera capabilities further communication efforts despite limitations on social gatherings during the pandemic. Such real-time experiences provide or, at the very least, mimic standard social interactions, something previously possible only in contained environments where people were physically present. Today’s platforms combine technology and telecommunication tools to empower people and provide real-life options when in-person interactions simply are not feasible.
Although it seems that these platforms formed in 2020 as a necessity to combat the impacts of COVID-19 on the workforce, gamers were already utilizing these tools. It makes sense, really, that this demographic would be at the forefront of such technological advances. Communication and exchanges via voice or standard chat features are crucial components for gaming, not only enhancing the overall experience but also fostering socialization. Enabling such features is a powerful part of the evolution of telecommunication systems, and gaming tools could become the platform to perfectly digitize the third place.
The popularity of Discord — currently one of the most relevant communication platforms — attests to the importance of socialization in today’s applications. Discord started as a communication tool for gamers, but its monthly active users have grown from 10 million in 2016 to more than 100 million users in 2020. Additionally, 850 million messages are sent daily via Discord. This equals six billion messages sent per week, with a total of 25 million messages sent each month. According to Discord, four billion minutes of conversation take place every day on this application.
Why is it important to incorporate the third place? It’s basic psychology. As human beings, we need social interaction with others. Pick up a newspaper or read a blog about the pandemic, and you’ll notice a recurring trend: people feel alone, separated from their colleagues, friends, and loved ones. While some have adapted quite well to the change in work environments and relationship requirements — both spouses working at home, for example, with parents facilitating online education for children unable to return to school — studies show that isolation during the pandemic has affected the mental health of many. Incorporation of a digital third place can make a difference, not just for those impacted by current pandemic restrictions, but for those generally unable to participate in real-life gatherings or anyone seeking to build stronger relationships despite challenges in proximity.
The digitizing of the third place isn’t just about social isolation. There’s an intrinsic entertainment value to consider, too. Interacting and communicating with others amplifies the entertainment experience, making it seem tangible. This experience, coupled with the inherent benefits of socialization, can be more inviting than sitting alone in front of the TV every night. It’s no wonder Hollywood currently seeks ways to merge the entertainment experience with the gaming world. Netflix recently indicated its interest in creating interactive entertainment options to complement its current intellectual property. Additionally, event sponsors forced to conduct expos and trade shows online during the pandemic are now considering how they might enhance their digital offerings for future events.
The third place is a natural playground for telcos, and the leveraging of networks is crucial to the marketplace. The world had to adapt quickly to the demands and limitations caused by the pandemic. By accepting the approaches that evolved as a roadmap for the future, new and innovative partner solutions can be formed to improve the customer experience and take advantage of the many benefits once primarily offered by the traditional, brick-and-mortar third place.
Author: Antje-Susan Metz
