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Market activism

mercadoMarket activism is our term for the design and trade of products with the goal of spreading values and ideas. The name was coined in 2012 by Juanjo Pina from “aesirs,” based on a previous debate on entrepreneuralism held by “las Indias Group of Cooperatives” since 2009, linking the idea of the phyle to the medieval arts and guilds:

We believe the kind of knowledge that enables us to make beautiful and socially useful things cannot be reduced to technical knowledge. It must contain a social meaning, a work ethic and a worldview. Goods offered in the marketplace carry with them a vision of the world, of social projects and a moral points of view.

Some examples

  • In 2007 the indianos combatted «rankism», a narrative on the blogsphere spread by the media that we saw as a danger to its distributed structure. As a response, we developed feevy, the first dynamic blog-roll for blogs. It not only made it easy to link and share audiences between blogs, it made it obvious that the “star blogger system” was just a media myth. Feevy had soon 60,000 users/blogs, making it possible to map hundred of thousands of blogs in Spanish and how they were connected. We called this map the map of flowers, and was, itself, a refutation of the narrative imposed by the mainstream media. Feevy, carefully developed not to use personal data, was programmed as free software, and its platform sold later to a a big firm.
  • Since 2011, the whole “neovenetianist milieu” did its best to transform its knowledge into useful tools to combat the European unemployment crisis:
    • Indianos inspired and cofounded Fondaki, a social enterprise dedicated to public information analysis as a tool for generating commercial intelligence for Basque industrial SMEs, helping them to internationalize and innovate.
    • Aesires promoted 3D printing as a way to spread the potential of the P2P mode of production for SMEs. They finally created the first distribution channel in the south-east of the Iberian peninsula for 3D printers, creating a company for their commercialization.
  • In 2010, Alain de Botton launched his “atheism 2.0”. His main tool would be “The School of life,” an international chain of stores supplying consumer goods, courses and motivational seminars for businesses