2015 Advertising Opportunities - Find Out More!

Presenting The Cloud A Subcategory To Connect With Clients

Presenting The Cloud A Subcategory To Connect With Clients

Last week I heard a newscaster announce that the, “cloud” overhanging the economy revolves around what our legislators are going to do about the fiscal cliff. This terminology has nothing to do with the topic of cloud computing but everything to do with our audience’s mental reflexes when it comes to associating common, “cloud” usage classifications with cloud computing.

Everyone understands that cloud computing is not the visible collection of water or ice particles in the air http://dictionary.reference.com/browse/cloud?s=t but when their cognitive processes engages the word cloud the associations made are much like the newscasters usage. This creates insecurity in an industry where security is the paramount concern. Other words that come up in the dictionary.com reference above include smoke, dust, dim, obscure, darkens, gloom, trouble, and suspicion. Even if car manufactures produced a car that could fly it could never be named, “the Cloud”. It isn’t until definition number eight that cloud computing is mentioned on the dictionary.com site and many dictionaries don’t even include a computing reference. This hurdle will be overcome by presenting the cloud as a subcategory.

Categories are More Important Than Definitions

It’s inconvenient for the human brain to adjust to a different definition of a word that already exists in our categorical rendering of it. This is explained by Yamauchi & Markman’s, (2000) finding that categories serve as organizers of knowledge. Since our knowledge is organized according to these categorical hierarchies, defining cloud computing is a little like my wife hiding treats in the vegetable drawer in our refrigerator. The kids know the treats are there but they can’t find it. Similarly, our brains recognize the context of cloud computing but are not grasping the full meaning without a pre-existing bias. When cloud computing filters into our mind set alongside idioms like, absent-mindedness and, lost in reverie is it any wonder that security concerns are raised?

Creating a New Category?

Cognitive science again and again points out that our learning is tied up in grouping similar concepts together. Applying this concept practically means that cloud computing is faced with the task of going beyond redefining a term, which could take a long time, and creating a category that differentiates itself from common current connotations.

When I moved from the northern part of the US to the south I was immediately branded as a northerner when I said, “pop” in reference to a soft drink. In the south, “coke” is a regionalism for all soft drinks. This is quite a victory for Coke and its marketing team who created a new category based on their brand name.

By tearing a page out of Coke’s playbook perhaps one of us can figure out how to make the cloud synonymous with safety just like a mouse is no longer limited to something scurrying across the floor.

By Don Cleveland

References: Yamauchi, T., & Markman, A. B. (2000). Inference using categories. Journal Of Experimental Psychology: Learning, Memory, And Cognition, 26(3), 776-795. doi:10.1037/0278-7393.26.3.776

don

Although relatively new to technology writing Don Cleveland has been writing and working in the fields of business and psychology over the last 25 years. After earning his B.A. in psychology at the University of South Florida he has returned to finish an M.A. in counseling. His passions are shining psychology’s empirical light on the world of computing and work through research and writing.

Sorry, comments are closed for this post.

Comics

At CloudTweaks, we're plugged into the cloud, the internet of things and all that the web has to offer. From wearable technology, to mobile computing, cloud computing and big data, CloudTweaks is your source for updates and news on the most innovative technology.

Popular

Top Viral Impact

2014 Future Of Cloud Computing Survey Results

2014 Future Of Cloud Computing Survey Results

Engine Yard Joins North Bridge Venture Partners, Gigaom Research and Industry Collaborators to Unveil 2014 Future of Cloud Computing Survey Results SAN FRANCISCO, CA–(Marketwired – Jun 25, 2014) – Engine Yard, the leading cloud application management platform, today announced its role as a collaborator in releasing the results of the fourth annual Future of Cloud Computing Survey,…

Cloud Infographic: Corporate IT Security Stats

Cloud Infographic: Corporate IT Security Stats

Cloud Infographic: Corporate IT Security Stats Each week on CloudTweaks we provide a few shoutouts to companies who provide engaging and interesting infographics that reflect our readers interests.  In this case, we have an excellent infographic provided by the team at arellia.com which takes a closer look at cyber-security and some of the biggest malware threats…

Cloud Infographic – Cloud Fast Facts

Cloud Infographic – Cloud Fast Facts

Cloud Infographic – Cloud Fast Facts It’s no secret that Cloud Computing is more than just a buzz term as that ship has sailed off a long time ago. More and more companies are adopting the uses and benefits of cloud computing while aggressively factoring cloud services spending into their budget. Included is an excellent…

Cloud Infographic – The Future Of Big Data

Cloud Infographic – The Future Of Big Data

The Future Of Big Data Big Data is BIG business and will continue to be one of the more predominant areas of focus in the coming years from small startups to large scale corporations. We’ve already covered on CloudTweaks how Big Data can be utilized in a number of interesting ways from preventing world hunger to helping teams win…

Cloud Infographic – The Internet Of Things In 2020

Cloud Infographic – The Internet Of Things In 2020

The Internet Of Things In 2020 The growing interest in the Internet of Things is amongst us and there is much discussion. Attached is an archived but still relevant infographic by Intel which has produced a memorizing snapshot at how the number of connected devices have exploded since the birth of the Internet and PC.…

Featured Sponsors

The Internet of Everything Opens Up The World

The Internet of Everything Opens Up The World

Shaping The World With New Technologies As a connected collection of intelligent objects, the Internet of Everything promises to open up those areas of the world hardest hit by economic, political and agricultural blights. Relatively inexpensive devices, paired with revolutionary energy sources and unprecedented access to information offer great promise to farmers and workers in…

Cloud Logo Sponsors

hp Logo CityCloud-PoweredByOpenstack-Blue square_logo_100x100-01
cisco_logo_100x100 vmware citrix100

2015 Advertising Opportunities - Find Out More!

Established in 2009, CloudTweaks is recognized as one of the leading influencers in cloud computing, big data and internet of things (IoT) information. Our goal is to continue to build our growing information portal, by providing the best in-depth articles, interviews, event listings, whitepapers, infographics and much more.

Contact

CloudTweaks Media
Phone: 1 (212) 763-0021

Join Our Newsletter