Embracing Analog: Why Physical Is Hot - SXSW Interactive 2013 by SXSW published on 2013/04/23 16:10:03 +0000 As we spend ever more time in the digital world, what's becoming increasingly valued is the time we do NOT spend online or in front of a screen—the time we spend with real people and real things. As JWT observed in its Trends for 2012 report, "people are fetishizing the physical and the tactile." It's not that we're abandoning digital—far from it. But as we buy ever more apps and ebooks and downloads, as digital screens become our default interface with the world, we seem increasingly to seek out physical objects and experiences. To find out why, Frank Rose and JWT Intelligence have designed a study to assess the emotional value we attach to physical objects as opposed to their digital or virtual counterparts. Using standard association techniques, we are measuring unconscious emotional reactions to various things—including books, music, photographs, and other people—in physical and digital form. The results will be presented and analyzed for the first time at SXSW.