New vocabulary for our times

Yesterday during one of our weekly “Zoom” classes at Hebrew Institute, a course taught by Rabbi Steven Exler in which we are studying The Book of Isaiah, he began musing about the day we all hope will come when we can resume learning in person. But he was quick to recognize that the remote format may continue to be appropriate for some participants for any variety of reasons, and he introduced a word I had not heard: Phygital. After class, I could not resist trying to learn more about this.

 

Phygital (physical plus digital) is a marketing term that describes blending digital experiences with physical ones.

I searched and found some interesting discussions about this. Most of the material I found focused on commercial applications.

 

You may not realize it, but COVID-19 has accelerated the existence of phygital experiences in your life. No, that wasn’t a typo - phygital experiences are ones in which technology and traditional physical experiences blend so seamlessly that they create new and better ways of accomplishing everyday tasks. We like to say they become immersive because they simply and effortlessly become a convenient part of your everyday life.

 

A classic example of phygital is using a kiosk. Whether at the airport, a bank, or restaurant, a kiosk makes it possible for users to accomplish routine tasks quickly and efficiently using digital technology in a specific physical space. Just about everyone has used one and they’ve become so commonplace and accepted that most consumers don’t even think about this as a digital experience - it’s just the way things are done.

I used to go to these classes in person, which I could do easily with my scooter. The vast majority of the participants would walk over; being in the City, the synagogue does not have a parking lot and on-street parking is limited.  But whenever the weather was rainy or too cold, I would just stay home. Further, we have a number of participants who spend the winter months in warmer climates. Now all of us are able to Zoom in to classes. So, while I do miss the camaraderie that comes from in-person learning, phygital would seem to be a win-win all around.

Have a warm and restful weekend.

Love,                                            

Rebecca