Content Strategy on the Digital Frontier: Why Technology and Humanity Must Work Together
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  • 1. Content Strategy on the Digital Frontier: Why Technology and Humanity Must Work Together Barry Slaughter Olsen, MACI Twitter: @Professor Olsen
  • 2. HARD PLACE Content Creation + Technology
  • 3. “We shape our tools and thereafter they shape us.” –John M. Culkin
  • 4. TOUCH
  • 5. TOUCH
  • 6. TOUCH
  • 7. TOUCH
  • 8. TOUCH(Official White House Photo by Samantha Appleton)
  • 9. Striking a Balance Between Tech & Humanity Variable-quality machine translation High-quality human content creation / translation OPPORTUNITY ZONE No TouchLow Touch High Touch HumanityTechnology Deliver high quality at lower cost with greater ease & speed
  • 10. Humalogy (yoo-maw-luh-gy): The perfect blending of humanity and technology to optimize potential. Melding the head (information processing power) and the heart (human/spiritual connection). The efficient use of machines, and the sensitive understanding of emotions.* *From: “Humalogy: The Perfect Blending of Humanity and Technology to Optimize Performance” by Vaughn Rachal (http://www.technologystory.com/2013/09/26/humalogy-the-perfect-blending-of-humanity-and-technology-to-optimize-performance/)
  • 11. Human Content Creation / Translation • Cognitive activity • Emotional Intelligence • Social Intelligence • Creativity • Intuition • Improvisation • Reason • ART Technology / MT • Repetitive activities • Complex tasks • Rules-based analysis • Data driven decisions • Delivery systems • SCIENCE
  • 12. Johnny & Timmy
  • 13. Johnny’s Story After graduation, Johnny lands his dream job with his favorite company 1982 – Johnny was fired for trying to disrupt the way things had always been done. 1986 – Heads up his own animation studio with the backing of a tech visionary
  • 14. Timmy’s Story Timmy enjoys designing video games Timmy builds “Jelly Car” in his spare time and sells it on the iTunes App Store Timmy’s employer learns about it and encourages him to continue
  • 15. Timmy’s Story Timmy asked to lead a team of mobile game developers Timmy’s team creates “Swampy” to experiment Timmy’s team creates one of the best selling mobile game apps ever Tim FitzRandloph
  • 16. Johnny’s Story Johnny pioneers a whole new genre of animation with digital technology 1989 & 1996 – Johnny wins two Academy Awards for his animation work 2006 – Disney purchases Pixar for 7.4 billion USD John Lasseter
  • 17. Fear!
  • 18. “[I]f we spend too much time lamenting what’s gone, then were going to miss the excitement of what’s happening now. I mean, everything is wide open. To some this is a cause for concern, but I think it is an exciting time precisely because we don’t know what tomorrow will bring, let alone next week.” –Martin Scorsese
  • 19. “[I]f we spend too much time lamenting what’s gone, then were going to miss the excitement of what’s happening now. I mean, everything is wide open. To some this is a cause for concern, but I think it is an exciting time precisely because we don’t know what tomorrow will bring, let alone next week.” -Martin Scorsese (at the 2013 Jefferson Lecture at the Kennedy Center)
  • 20. Therefore... What?
  • 21. •Remember the human element of 21st century communication. •Explore new models and platforms. •Carve out time in your schedule to experiment and learn. •Think how technology coupled with high- quality content can foster expanded cross- language communication in new ways. •Act on the ideas that have come to you today.
  • 22. “The art challenges the technology, and the technology inspires the art.” –John Lasseter
  • 23. Thank Barry Slaughter Olsen barry.olsen@miis.edu you!