Patricia Handshiegel

Digital Dish covers the ins and outs of an Internet executive moving into the television arena. Disher Patricia Handschiegel is the founder of Stylediary.net, which she sold to Stylehive.com in November 2007. She has a background in Internet infrastructure and technology business, was an advisor to Kaboodle.com (sold to Hearst in 2007), and has contributed as an entertainment/media business writer for Venturebeat.com. She’s also been an early visionary of professional Internet TV content since 2005 and is currently an advisor on several entertainment/Internet projects. Always an entrepreneur, she had a highly profitable babysitting monopoly at 11, lent her writing skill to students at 17 and landed her first published national article at 23.

She has also worked as a ghost writer for a national TV correspondent. At 22, she was recognized nationally for promoting the growth of women’s hockey and advised companies on creating hockey products for women. She’s been quoted and profiled in dozens of media outlets since and is currently developing two book concepts. A serial entrepreneur, she plans to continue to build Internet, entertainment and media companies, with the goal of promoting social change and charities. She is currently involved in the use of technology to help find missing and abused children, and has contributed financially to TheJoyfulChild.org and other organizations. She is the founder of Look|Shop|List.com (in development).


Digital Dish

The Art of Attachment

October 7, 2008 1:56 PM

One of the reasons I wanted to create a broadcast television project like the one I’ve created was to challenge theories and thoughts of what drives attachment among audiences. I don’t mean just grabbing eyeballs on the street, because it can be easy to do that. I mean finding that idea that ignites the kind of passionate interest that moves and motivates people over the long haul, like what makes a Miley Cyrus or Oprah Winfrey fan.

We’ll look at something at least once, maybe even twice, regardless of what it is. But to become involved, to get and stay behind something – that is something different.

That’s attachment. As an entrepreneur, I want to explore creating projects from there.

While owning my first start-up, Stylediary, I was constantly inadvertently exposed to mass consumer conversations and activities on the Web: What people were talking about, what they were doing and buying, who or what was moving and motivating them.

After a while, there seemed to be consistency in the things people got fired up about – and what they didn’t.

I’ve worked to study this, and more importantly, capture it in the new projects I’m developing. What’s been interesting is that not only do these elements seem prevalent in what the public truly loves, it appears to take less effort to maintain it.

Only time will tell if we will get it right on my project. Meanwhile, what were some of the main things that seemed consistent?

We attach to what’s reachable. Even though Oprah’s fans know she’s one of the wealthiest people in the world, she still feels like somebody who could sit down and have coffee with her audience. Wealth is fun and great fantasy, but I think true attachment comes from elsewhere.

We like what’s authentic. Maybe it’s that everybody loves a hero, or in some cases a comeback kid, but raw authenticity seems to really inspire and move people. I believe it’s a big part of why stars like Kelly Ripa and Rachael Ray have the dedicated, passionate following they have.

We want respect. Time and time again, the people that others appear to truly get behind and support are those they respect. A great example is the character “Jess” on “Rock of Love.” There were plenty of other girls on the show, but the audience most rooted for the one that was cool and classy. She ultimately won the contest.

We like what’s relatable. What’s reachable is what we think we can be. What’s relatable is what we are. It’s widely shown that people attach to things that feel familiar or similar to them. Vice-presidential candidate Sarah Palin is proof of it.


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