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#20 |
Communication Platform to Create the Future: Connect - Find - Nurture @Tokyo |
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The organizations Japan for Sustainability (JFS) and Think the Earth Project co-sponsored a seminar in conjunction with "Eco Products 2004," Japan's largest environmental exhibition, on December 11, 2004. This joint venture was the first for JFS and Think the Earth, although their staff members have interacted previously. So, what is significant about this cooperation? After consideration, the following three points of commonality came to mind.
First, both organizations consider the internet community to be an important part of their activities. Second, they both work toward a community that disregards age, place, and time. And finally, they both enable the flow of information to and from Japanese and world citizens.
The seminar used these key concepts as an axis to explore the ideas of nurturing forming the basis of connections between people as well as the new styles and possibilities of communication. This report covers only a small portion of the seminar.
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# The Ideological Citizen's Windmill: Town Revitalization from Afar |
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| Mr. Mikami spoke about his experiences in starting up a community revival NPO centered on a citizen sponsored windmill project in Aomori. He also discussed revitalizing the region by bringing together people sharing similar ideology not only in Aomori but from all over Japan. |
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The citizens' windmill "Wanzu" was established in the town of Ajigasawa in Aomori prefecture and has a capacity of 1500 kw, producing about 3.7 million kw/h of electricity that can supply the annual needs of approximately 1100 homes. Project expenses amounted to 380 million yen. Half of that is covered by subsidies; the rest was raised from citizens. About 800 contributions totaling 178.2 million yen were collected from not only the town of Ajigasawa, but also from the rest of the prefecture and from throughout the country. The windmill began operation in February of 2003 and 200 individuals attended the July opening ceremony. The citizens' windmill has the names of the contributors engraved on it. |
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Through participating in the construction of the windmill, participants found the means to select and create the source of the energy that they would be using. I was also able to target revitalization of the regional society at the same time. The windmill is not only a physical object, but also a symbol of the connection among people. Many of the contributors who attended the ceremony remarked, "The windmill seems to be glowing." Passengers on nearby trains often exclaim "Ah, ida ida!" when the windmill comes in view. This bit of local dialect does not simply mean "there's the windmill," but also proclaims "the symbol connecting my heart to myself is there." The contributors who pass by the windmill every morning say, "Seeing the windmill rotating in rhythm makes me feel in rhythm, too." |
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I like to tell people that "Wanzu" is quite cute. "Wanzu" means that you can make money by doing nothing beyond letting the wind silently turn the wheel. Most NPOs have difficulty because they don't have a steady source of income. With our windmill, we generate a steady income which helps our projects. It is with this in mind that I say that our windmill is cute. |
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Green Energy Aomori's mission is not to build windmills, but rather to "realize a sustainable society" and "achieve regional self-reliance." Using the windmill as a large axis, we are revitalizing the region and hope to change Japanese society. By working together toward enlightened management, we are proposing a system where concerned individuals and stakeholders can participate voluntarily and be satisfied. |
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First, there is a system called the "Ajigasawa Matching Fund." Contributions are taken from the annual dividends paid to contributors. Green Energy Aomori also contributes the same amount. Furthermore, the town contributes a sum equal to the amount given by the citizens and the NPO. This summer, 250,000 yen was raised from the citizens. The NPO also contributed 250,000 yen and the town contributed 500,000 yen. This 1 million yen went to the creation of a fund for town revitalization that will begin supporting projects in fiscal 2005. Individual contributions were thus increased four-fold and became a fund for town revitalization. |
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The next step is the creation of a citizen's windmill brand. Green Energy Aomori will do the planning, the industry association Applepure Enterprise Union will do the marketing, and the Shirakami Agri Service agricultural company will handle the production. I had the idea that an effective way to realize regional self-reliance was to make a brand name for the Ajigasawa regional products, using the citizen's windmill as a starting point. If this venture is successful, we can support farmers who are working to be self-reliant and ultimately nurture the next generation of farmers. In addition, the arable land that now lays fallow can be cultivated, reversing the trend throughout Japan that is also present in Aomori. This will help create a face-to-face relationship between producers and consumers because farming will become a shared project. To produce the Aomori soy bean, locally called "Hairy Bean," the "One Tsubo Owner" project was initiated (one tsubo = 3.3 square meters = approx. 4 square yards). About 160 people became owners of a little more than 300 tsubo of land. We are inviting contributors to sign on to the idea of creating a "compassionate market" in direct opposition to the competitive market. |
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"Listening/Writing Koshien" for the Forest: The New and Old Exchange Greetings |
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| Mr. Shibusawa spoke about "'Listening/Writing Koshien' for the Forest," a communication platform that transcends age/generations and organizations. Participants were changed through their experiences. Mr. Shibusawa describes what he saw. |
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The "'Listening/Writing Koshien' for the Forest" (Fox Fire in Japan) is a project that sends each of 100 high school students, one recommended and one selected from each prefecture, to "Listen/Write" to one of 100 established woodsmen/foresters, i.e., those who live off the forest. This project started in 2002. The framework was established by the Forestry Agency, the Ministry of Education, Culture, Sports, Science and Technology, the Tree/Environment Network Association (NPO), and the National Land Afforestation Promotion Organization. Although I've worked with many important people in NPOs, this was the first time that I felt that we accomplished some real work. |
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We can say that humans and forest lived together and maintained sustainability in Japan through the Paleolithic era, the Jomon era, and the Yayoi era. The woodsmen and foresters always consider how to best use the natural forest to make a living. For example, they know how to harvest edible wild plants, how to make wooden bowls, and how to hunt and farm with wood to efficiently maintain a good lifestyle. These people represent the last of those able to communicate with the forest and nature and to live sustainably in harmony with nature. Most of these people are in their 70s and 80s. This project's purpose was to pass on these Japanese values and assets to the next generation by connecting with the high school students, but what actually happened was very different. |
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We usually think that communication is talking. More than likely, the high school students also believed this. However, listening/writing about people when you don't understand their dialect or their lifestyle is difficult. Cutting and pasting the written words cannot bring meaning from them. But, when talking to an old timer and he points out a leaf and says how beautiful it is, the student also tends to think so. The old man looks at the sun set and says that it is beautiful. He says the mountains are beautiful. The student, too, thinks that these are beautiful. This is when true dialogue begins. In between the lines of words is a relation based on trust. Communication begins. The student understands that "Listening" is an important part of communication. When you understand "Listening," then trust is created between the student and the old man. |
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High school students have little contact with society. But when these high school students forge that relation of trust with these old men, in that instant, they discover their own place in society and their own identity. The old men don't have a formal education. But they have been communicating with nature for years, and they are not insecure about their lives. Our children can gain a sense of security by knowing that this kind of life is possible, that nature is there. Here is when communication truly begins. The adults around them will see the change and then change themselves. |
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In the beginning, this project was nothing more than an effort to archive the knowledge of the old men and to store this model of a sustainable society. But now, I want to support communication in the next generation, as represented by these high school students. As such, we--the employees of NPOs, the Forestry Agency, the Education Ministry, and other governmental organizations--are working together to create a framework to recruit volunteers and raise funds in pursuit of this goal. In addition, high school graduates of the program become mentors for the next generation. The "'Listening/Writing Koshien' for the Forest" really brought home the lesson that being able to experience the basics of communication, i.e., that "love" and "trust" are on the other side of the exchange of words, crosses the generation gap and inspires us all. |
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# "opinet": Support System for the Realization of Dreams |
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| Mr. Iijima spoke about the possibilities created by the designing of a "Meeting Space," going beyond the notion most people have that a web community is only virtual. |
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After World War II, we created communities in the post-war reconstruction of a devastated Japan, and also created a new society. First, we created the community of corporations, and then the community of schools. Finally, we created the community of the home. These three new communities rebuilt Japan.
Unfortunately, these three communities were slightly lacking, and today's NPOs, NGOs, and other voluntary movements arose in response. We began to understand that what we are seeking is not just knowledge or material wealth. The most important change in this new society has been the awakening of latent desires to have a more interesting life and to return to the natural tides of life.
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This year has seen important developments in the world of web sites. "Weblogs" or "blogs" are simpler than web sites and are timelier. Many people have set up private weblogs as journals. I wanted to debut "opinet" as the fourth media in addition to websites, e-mail, and blogs. The main concept is "Feel and Think." This media places importance on feeling. |
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"Opinet" starts with concepts of "islands" that represent separate communities. These islands are places where people's hopes and dreams are realized. This concept also represents the islands in the sea of diversity that exists in our communities. When setting up a traditional organization, first the structure, then an executive committee, and finally a board of directors is created. Here, the idea is that everyone participates in nurturing the island, nurturing their dreams. |
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"Opinet" contains a feature to create business cards that aid in strengthening a social community and the feature also allows these business cards to be sent throughout the island. Each island inhabitant can have a personal "My Board." "My Board" has a mail feature and a photo journal feature. The "My Questionnaire" feature allows members to ask whatever questions they want regarding gMy Boardh content. "My Questionnaire" shows the response in real time with both a bar graph and in percentages. In other words, "My Questionnaire" is a communication tool with which to gain a sense of what people are feeling and thinking in real time. For example, if 1 million people answered the questionnaire in real time, you would have a sense of what they were thinking and feeling. A feature that has garnered attention is the photo journal. The photo journal allows you to take a picture on your cell phone, write a comment, and then upload this from your phone directly onto the Web. This important "opinet" feature allows you to upload photos while in the field or when something seems especially photo-worthy. |
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Using these new tools, the "Kinocoro" project was able to gather about 50 participants, including specialists, in a mere two months and was considered a complete success. Please come to "opinet" and visit the various islands. |
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# Communication Platform Connected by IT |
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This session was a dialogue between Hiroyuki Tada, Co-Chairman of Japan for Sustainability (JFS), and Soichi Ueda, Producer for Think the Earth Project. The discussion developed the topic of how JFS and Think the Earth use IT as a communication tool for their activities.
Using some key terms from this dialogue, I will explain how JFS and Think the Earth use communication techniques.
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Hiroyuki Tada
(Co-chairman, Japan for Sustainability)
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* IT is used behind the scenes
JFS has created a volunteer structure within the network. There are about 300 participants who are organized into teams with other participants whom they may or may not have met, or even with foreign participants. My partner, Junko Edahiro, created a work flow chart based on communities. The community structure is organized into teams: one to search for "information," one to translate that information into Japanese, one to translate that information into English, one to edit it in the native language, and one to upload the information onto the web. Each team has community leaders who normally communicate via e-mail, and these core members make the final verifications. So, not only is the network operating on the surface, it is also being used in the background. |
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Model for Creating Values in the 21st Century: Connecting diversity |
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Many NGOs are top-down type organizations that dive deeply into a special theme: prevention of global warming, biodiversity, or global environment conservation. JFS and Think the Earth are better described as horizontal, open platform structures. A key phrase for us is "Communication and Learning." I see the model for creating values in the 20th century as one that used differences to create value. But, I believe the model in the 21st century will be one that creates value by connecting diverse items that have no obvious connection.
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* Horizon = Crossover Point
Kumagusu Minakata wrote "All the universe is connected, and in that connection, value can surely be found." That place where value is found is called the "Horizon" in Minakata Mandala. We designed a place (JFS) with the hope that it could become that Horizon in our complicated world.
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* The Environment is the largest communication resource
When considering what connects people, it is often said that the environment is one of the largest communication resources. This means that no person or living thing can exist by ignoring the environment, and the environment is what connects all people.
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* The Evolution of the Scenery
Scenery is the top layer of the natural world, but in another sense, it is something man-made. The web is a virtual space, a real space, with scenery created by man and developed by man. In other words, I believe that humans can change scenery and that this is connected to the evolution of society. |
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Soichi Ueda
(Producer, Think the Earth Project) |
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* Gateways on the web
Most believe that when you manufacture or publish a product, that product is made and sent to the store. That's it. But that's not the whole story. When that product is taken in hand, a relationship is started between the manufacturer and the buyer. With our products, the relationship doesn't end with reading the book. Our website creates a gateway to further access. Our projects always have this web-based gateway. Communication can also occur here. When one project finishes, the next project begins. That possibility exists. Creating these possibilities is wonderful.
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* From Information Source to Information Receptor
When starting up and managing a net community, it is important to be an information source, but I believe that perception changes when you design a community emphasizing that "Listening = Receiving." This would be the same when creating a space.
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* Human Inspiration and Connectivity
I considered whether it was possible for web design to create a feeling that people were actually physically present on the net, that someone was creating something real, that people from all over the world were visiting the same site.
I believe that blogs are tools that preserve all of the features of the internet. The connectivity is noticeable from the start with "trackback" and comment features. I think these tools will become mainstream. I believe that the internet is meaningful because you can create connections immediately rather than believing that a connection will come about some day.
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Mr. Ueda of Think the Earth introduced the "human clock" website at the end of the session. The website represents a very simple idea. It was given as an example of "information receptor," "human inspiration," and "connectivity." It receives enormous support from
participants.
humanclock.com
< http://www.humanclock.com/ > |
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# Connect - Find - Nurture |
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 Finally, three of the guest speakers and two representatives from the hosting organizations spoke on the seminar theme of "Connect - Find - Nurture." I have chosen a few select items from their speeches that highlight simple things that are easily forgotten. |
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* Connecting over distances
Only about 10% to 20% of the apples from a tree can be used for gift items. How to sell the remainder is an important issue. When I asked Iijima-san and people that I have recently met in Tokyo, they suggested using "Menkoi Ringo" (cute apples). Iijima-san remarked, "I thought of this because Mikami-san said that when he looked at the windmills, he thought that they were cute." I was pleased that this idea came from communicating. The further away you are from the windmill, the harder it is to see it clearly; dialogue between us is the same, but we wanted to consider whether the net could negate the distance. I also felt that we could use the net better when raising funds. (Mikami)
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* "Feeling" is important
When first communicating, the most important thing is "feeling." I believe that ideas originate in emotions. This has nothing to do with IT. This is because individual humans are interactive. (Iijima)
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* Connectivity, Acceptance
We, who wear suits, don't even have a time during the day to "talk about love" when we're at work or when we're volunteering. No one goes to a management meeting and says, "This project is overflowing with gratitude." But as long as these subjects do not connect to an accepted corporate value system, then our lives will never connect to a company. So I began thinking about what is happening on the net.... I thought that "Listening" is accepting life. Connections and reactions. These actions will become important, I think. (Shibusawa)
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* Mounting excitement
I thought that the "human clock site Mr. Ueda just mentioned has diversity, a sense of the flow of time, and the cry of life saying, "I'm alive!" These three things work as a set. I think that the JFS net will also attract more visitors if it continues to pursue excitement and fun. (Tada)
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* Relief on every face
When coming up with a design concept for a product, one of the measures is "a relaxed face." Today's education focuses on acquiring a lot of knowledge and having a lot of things, but I believe that the world would change for the better if everyone here worked to make everyone else's face relax. (Iijima)
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* The Net connects individuals
One of the advantages of the net is that individuals with the same ideologies can connect without regard to location in the world. People who notice it can access the site. This becomes a brief connection, a connection between individuals. No one accesses the site claiming to be a company. They are all from somewhere and have a name. Individuals are making connections. (Ueda)
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* Hints for non-verbal communication
Non-verbal communication is communication without language. When we converse with someone, we additionally communicate by taking in their expression, color, clothing, and general appearance. This idea contains a hint for non-verbal communication, I'm sure.(Iijima)
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# The Importance of Conversation: Reception Strength and Blood |
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Discussions on the theme of "IT and Communication" tend to work into any discussion of structure and technology. But, this seminar emphasized the fact that the basis of communication, whether in person, via telephone, or e-mail, is the willingness to give and receive. IT tools such as blogs, e-mail, and websites only become communication when blood, the life-giving fluid, flows through them. IT provides the opportunity for communication to no longer be limited by time and space. |
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Communication is enriched when we understand our partner's position and take in their words and expressions. The basis of communication is humanity and it starts at home and with friends and ultimately supports organizations and nations. We should not forget this. |
Report: Mariko Harada, Think the Earth Project
Photographs: Riichiro Oda, Japan for Sustainability
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