Comunidades Imersivas: um estudo sobre phygital e cidades inteligentes

Abstract

Understanding contemporary society involves reflecting on the concept of phygital, initially used with a marketing perspective by Kevin McKenzie. However, when brought into the field of communication, it explains the fusion of the physical and digital worlds, shaping a new reality of life. Nevertheless, this reality is still not fully accessible to everyone, particularly those from lower socioeconomic backgrounds. This creates the need to discuss inclusion alternatives and ensure that this vulnerable segment of the population benefits from these technology-driven communication tools, seeking to observe other concepts such as “onlife”, by Luciano Floridi. Considering the potential of smart cities and communities can be a promising approach to addressing existing shortcomings. More importantly, by integrating these perceived potentials with holistic initiatives, it is possible to develop a communication model aimed at inclusion and improving the lives of those who remain on the margins of this technology-mediated way of life. As a case study, the LD.edu application was analyzed. It was created to combat digital exclusion in education in the municipality of Lima Duarte-MG during the COVID19 pandemic. Alongside other initiatives, it effectively illustrates efforts to expand access to digital networks and communication platforms to the entire population, rather than just a privileged segment.