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The raise and fall of the literate-mass-media era - presentation 1 (main - 15 min. version) - from Shadows Revolution book
 

The raise and fall of the literate-mass-media era - presentation 1 (main - 15 min. version) - from Shadows Revolution book

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Content is the king, right? ...

Content is the king, right?
Maybe not.
After 500 years, since Gutenberg's printing press, it seems content was deposed by the digital medium, despite most people didn't notice it yet. Because this revolution bring new concepts we can't even articulate well as they don't fit in our old paradigms.

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  • Content is the king, right? Maybe not.“The medium is the message,” said Marshal McLuhan.Meaning that the dominant medium traits rather than its contenthave the power to shape people’s thinking and behavior.
  • This is the first in a series of presentations about the book “Shadows Revolution.”In this first presentation I bring the idea that we are going through the most profound revolution in the last 500 years which is changing our way of thinking, our behavior and our institutions.However most people didn’t realize it yet.
  • While most revolutions are violent and obvious…The deepest ones are subtle.Because they bring new concepts we can’t even see, understand or articulate well as they don’t fit in our old paradigms.Einstein said something like…
  • “We can’t solve a problem in the same frame of mind in which we created it.”In other words:
  • It is hard to see the fire when you are inside the pot.
  • This presentation will help you get out of the pan to better understand how deep is the revolution driven by the new digital medium.
  • Why did it take so long for music companies to realize their waters were boiling?
  • Will the newspapers follow the fate of the music industry?
  • What about books?Will a kindle-like gadget replace them?
  • What about the other media industries?(TV, Movies, communications, advertising…)
  • And what will happen with all the electronic equipment we have in our houses to play the traditional media?Film cameras have gone.VCRs have gone.What will happen to TVs, DVD players, Blue rays?
  • Are the new generations getting shallow?The habits are changing. They are reading less books. Texting instead of writing letters.The attention span is getting shorter…
  • I want to do this:… think about a couple who has only had a carriage as means of transport for their entire lives.
  • They never saw a car until we give them one.
  • First thing they do is to attach their horses to pull their new car…
  • Second thing they do is to conclude…
  • Their old carriage was better.… it was lighter, easier to be pulled by the horses.The point here is…
  • How can we understand a car and its implications when all we know are carriages and horses?
  • Like that old couple, many of us once said:Photographic film is betterCDs are betterNewspapers are betterNothing is like holding and feeling a physical book
  • Because we keep trying to pull new ideas using our old horsesWe naturally use what we know to figure out what is coming.But sometimes our old knowledge take us to the wrong conclusions
  • And old paradigms can restrain our thoughts as the blinders restrain the horse’s vision.Than we talk about technology lifecycles..
  • … clash of generations behavioral fads…Without realizing we are still searching inside the box…
  • …we are still locked inside the literate-mass-media paradigm.Because all those media products, our behavior and our way of thinking…
  • Were shaped throughout the literate mass media era.
  • So, how can we get rid of our literate mass media blinders?One way is to ask:
  • How was life on earth before we got the blinders?How was life Before the literate mass media era…
  • Before Gutenberg and the printing press…ideas were built through conversations…… through direct people interaction and collaboration…
  • Knowledge was transferred… through direct apprenticeship.Before we had writing technology
  • if thoughts were not expressed in easily remembered forms and were not constantly repeated, they would be lost.
  • The absence of writing technology limited the development of complex ideas and the institutions that depended on them.
  • Can you imagine laws, science, … stock markets, without writing?Sound is evanescent. I mean, it is brief, short-lived. It has meaning at the exact moment it is going out of existence.
  • Writing allowed us to capture evanescent thoughts and ideas.Then, the printing press allowed us to easily replicate the writing, increasing our ideas reach and permanenceand we now could spread them around the world
  • The Gutenberg Bible was one of the first ……mass-manufactured products in the world.The paper was the first mass medium.
  • The model – one to many instead of one to one – was much more productive.It opened the frontiers for other future mass productions.This is a quote from James Burke:
  • “The ease with which information can be spread…is critical to the rate at which change occurs.”The printing press and the mass production fed a virtuous cycle where…
  • Mass production leads to affordable books that leads to Information spread and retention that leads to innovation and new products to be mass produced and so on…Through this cycle we were able to build incredible machines to work for us.and they allowed us to raise the standard of living toa level…
  • that the people from the old villages would never be able to imagine.And it also triggered a dramatic change in our way of communicating and thinking…
  • Information became a packaged good being coughed out by a mold.An what used to be an evanescent event, became boxed content, which we could now carry around.
  • But once live information became inert content it lost the speed and the fluidity of old debates……where propositions are refuted right away and
  • solutions come out as a result of interactions among the participants.Learning became a solitaire exercise
  • Learning became a solitaire exercise where we read static snapshots of thoughts in a printed book.What used to be a social experience became…
  • … became an individual experience.
  • When we moved from oral to literate societies,We moved from the circular world of sound expressed in its round villages and hutsTo the linear, cause-and-effect, grid-like cities.We moved toward the one-thing-at-a-time, one thing after another, and take time to think world.
  • When we moved from oral to literate societies,We moved from the circular world of sound expressed in its round villages and hutsTo the linear, cause-and-effect, grid-like cities.We moved toward the one-thing-at-a-time, one thing after another, and take time to think world.
  • This is also true for other media that came after paper…
  • They departed from the written world They could carry sound, images, movies……but they were still locked in the old literate-mass-media paradigm.They were all following the same oldformula…
  • Capture a thought, a story, an idea.Lock it inside a medium (paper, vinyl, film STOCK)Make thousands of copies.Mass advertise it. Mass distribute it.This was a powerful model and by the end of the 20th century…
  • … general people had never known so much and their knowledge had never been so homogeneous, because it was made prisoner of the same mold.People were following, like cattle, …
  • the editors’ choices and WHAT THE AUTHORS BELIEVED WAS THE TRUTH.
  • The literate world created the idea of thought ownership.“Copyright is just possible after copywright.”4Despite the modern media departed from the written word, they were still in the model:
  • One owns the truth no changes anymore because we are ready to produce and distribute to the massWhich is in sharp contrast with the old village orality…
  • …many-to-many, conversation mode where thoughts and truth were built collectively.But the digital medium is different.
  • An it is somehow taking us back to the old villages.
  • While in the literate-mass-media world authors and audience were apart. in space and time,… loosely connected through the one-way replicas…
  • … in the digital world we are connected to the original source……rather than to copies, which are only shadows of the real thing.This is driving participation and it is blurring the lines between authors and consumers.And we are going back to the village. But is a village on steroids… (next slide)
  • … where we are getting back the speed and fluidity of old conversations…But keeping the long-standing memory and reach of the literate-mass-media world.
  • In the book I talk extensively about each change summarized in this table.It puts side by side the changes from Oral to Literate and now to Digital, or as I am calling it: hyper-oral societies.I suggest you take a look at this table online or in the book. I suggest you read it at shadowsrevolution.com or buy it amazon.comIt helps us to get out of the pan and to think in a different frame of mind than the one imposed by the literate-mass-media paradigms.
  • … one important take away is…
  • iPod, Kindle, Hulu,Are just one small step into the future.Because they are just transferring content from the old media to a new media.
  • The digital connection to the publisher brings more speed.…But this is still the old model in a new medium.Information is still content stuck within insulated ponds.The big transformation happens when we connect the ponds and open the flow… (next slide)
  • Then… inert content morphs back into ever-changing ALIVE event.… transforming the own nature of the news and of the thought.It is not anymore an individual thought …but some kind of alive collective thought, collective on-going news…It is not anymore about the content and the information,… but now it is more about the contact and the connectivity… (next slide)
  • It is not anymore about being served the truth or the show,but about building the truth and the show togetherAnd because of that…
  • Top-down mastermind design is giving way to a bottom-up sprouting order, blurring the lines between authors and audience.One good example, which could be a signature moment for the new era that is coming, happened in South by Southwest in 2008.
  • Sarah Lacy was interviewing Mark Zuckerberg the CEO of Facebook.The interview didn’t go well. The audience didn’t like what was going on at the stage and expressed disapproval. They were vocal. There was a crowd outcry during and after the interview.In one side there was the old literate paradigm represented by Sarah Lacy.In the other side was the South by southwest audience composed of people who are at the top of the wave of the new digital world and interactive media.The different perspectives are illustrated in the next slides.
  • While the literate-mass-media world is about top-down choices, one-way channel, author creates and audience consumes,…
  • … The mindset in the new hyper oral society is about collective choices, two-way channel, collective creation and consumption.
  • While the old world is about top-down control. Audience sit and listen or get up and leave if you are not happy…
  • …. The new world has twitter. And the audience could find out what the others were thinking. And they want to participate and influence the outcome of the event. Even after the interview you can still see where the different perspectives can take us.
  • Sarah Lacy declared that from her standpoint the interview was very successful because she was able to deliver very good content making Zuckerberg talk about important things… And she probably would be right if this was an written interview to be published in the old literate world. …But this was not the case. She was thinking in terms of CONTENT. They were thinking in terms of SERVICE.… and she didn’t realize that in this new world rather than top-down judgment what matters is the bottom-up coalescent interpretation of the crowd.
  • And for that audience, that interview had been a “bad conversation.”Many people came on Lacy’s defense saying the crowd was rude.
  • They interrupted. They didn’t allowed her to deliver her plans smoothly. But these defenses were also stuck in the old paradigm. Because in the new world the evaluation would be different.In the new world and for that audience…
  • Sarah Lacy was the one that was rude. She tried to control them. She kept them apart. She tried to push content down their throat when they wanted service and dialogue.
  • The world is changing.Instead of a hero doing it all – we are moving to millions doing small piecesInstead of pre-packed, pre-thought, one-way content.… we are moving to services and evanescent experiences.Instead of top-down hierarchical mastermind design…We are moving to a bottom-up sprouting order.This is a quote I got from a musician who is enjoying this new world. He says:“Now, I can record and release a song and a month later if I don’t like a verse, I can change it.” His music is alive. Despite many people didn’t realize it yet, we are in the middle of the deepest revolution from the last 500 years.
  • “ We have already opened the dams. Now we are connecting the ponds; breaking the molds; releasing the content.Instead of watching the shadows projected on the wall, we are becoming part of the show…… and a new kind of life is emerging from the mesh.
  • So…How do these changes affect our life?
  • They are changing dramatically the way we communicate. Instead of long conversations, now we ping each other as if we were managing our relationships through social radar screens.These changes are promoting dramatic transformations in media related and advertising industries.They are changing the way we innovate. We are releasing ourselves from the average-thinking and moving from an era of material abundance to and era of intellectual and creative abundance.
  • I’m making slideshare presentations for these implications. Search for them in slideshare or at www.OrestesCarvalho.com
  • This is my last slide.Thank you for your time and attention. And please, give me your feedback, share your thoughts.In this new world we can have a direct connection. Instead of a one-way delivery this presentation is supposed to be just the base, just the start of a good conversation. Thank you.

The raise and fall of the literate-mass-media era - presentation 1 (main - 15 min. version) - from Shadows Revolution book The raise and fall of the literate-mass-media era - presentation 1 (main - 15 min. version) - from Shadows Revolution book Presentation Transcript

  • Shadows’ Revolution
    Cracking the Content and Breaking the Molds.
    Slideshare series – presentation #1 (main):
    Book Reading at
    SXSW 2010
    www.OrestesCarvalho.combook available at Amazon.com
  • Content is the king, right?
    Maybe not.
    “The medium is the message.”1
    1 Marshal McLuhan.
  • Shadows’ Revolution
    Cracking the Content and Breaking the Molds.
    Slideshare series – presentation #1 (main):
    Book Reading at
    SXSW 2010
    www.OrestesCarvalho.combook available at Amazon.com
  • While most revolutions are violent and obvious…
    The deepest ones are subtle.
  • “We can’t solve a problem in the same frame of mind in which we created it.”2
    2 Adapted from a quote attributed to Albert Einstein.
  • In other words:
    It is hard to see the fire
    when you are inside the pot.
  • This presentation will help you get out of the pan to better understand how deep is the revolution driven by the new digital medium.
  • Why did it take so long for music companies to realize their waters were boiling?
  • Will the newspapers follow the fate of the music industry?
  • What about books?
    Will a Kindle-like gadget
    replace them?
  • What about the other media industries?
  • What about the electronic equipment we have to capture and play the old media?
  • Are the new generations getting shallow?
    less reading…
    shorter attention span…
    texting…
    multitasking…
  • ?
  • Think about a couple who has only had a carriage
    as means of transport for their entire lives.
    They never saw a car until we give them one.
  • First thing they do is to attach their horses to pull their new car.
  • Second thing they do is to conclude…
  • Second thing they do is to conclude…
    …their old carriage was better!
  • How can we understand a car and its implications when all we know are carriages and horses?
  • Like that old couple, many of us once said:
    “CDs are better”
    “Newspapers are better”
    “Nothing is like holding and feeling a physical book”
  • Because we keep trying to pull new ideas using our old horses.
  • But sometimes…
    old knowledge wrong conclusions.
    old paradigms
    restrain
    our thoughts
    blinders
    restrain
    horse’s vision
  • Then we talk about technology life cycles...
    …clash of generations, behavioral fads...
  • … still searching inside the box...
    …locked inside the literate-mass-media paradigm.
  • Because all these media products,
    our behavior, and our way of thinking…
    … were shaped throughout the literate-mass-media era.
  • So, how can we get rid of our
    literate-mass-media blinders?
  • ?
    One way is to ask:
    How was life on earth
    before we got the blinders?
  • Before Gutenberg and the printing press…
    … conversation, people interaction, collaboration…
  • …knowledge was transferred through direct apprenticeship…

  • Before writing technology,
    elaborated thoughts
    would be lost.
  • Before writing technology,
    complex ideas
    and institutions
    that depended
    on them.
  • Here are the fifteen…
    …oops…
    I mean,
    the ten
    commandments.
    Can you imagine laws, science, stock markets, without writing?
  • Writing:
    - capture evanescent thoughts and ideas.
    Press:
    -reach and permanence.
  • The Gutenberg Bible was one of the first mass-manufactured products in this world.
  • First mass medium. One to many model.
    It opened the frontiers for
    other future mass productions.
  • “The ease with which informationcan be spread is critical to the rate at which innovation occurs.”3
    3 Adapted from a James Burke quote.
  • mass production
    virtuous
    cycle
    affordable books
    (& other products)
    new products
    innovation
    information spread
    and retention
    Incredible machines working for us.
  • Standard of living well beyond old village imagination.
  • dramatic change in our way of
    communicating and thinking.
    Information = packaged good
    coughed out by a mold.
    Evanescent event became boxed content
  • inert content
    live information
    lost speed and fluidity of a local debate
  • inert content
    live information
    lost speed and fluidity of a local debate
    Solutions as a
    result of participants interactions
  • inert content
    live information
    lost speed and fluidity of a local debate
    Solutions as a
    result of participants interactions
    solitaire exercise
    static snapshots of thoughts
    Learning
  • inert content
    live information
    lost speed and fluidity of a local debate
    Solutions as a
    result of participants interactions
    solitaire exercise
    static snapshots of thoughts
    Learning
    Individual
    experience
    Social
    experience
  • Like in many new technologies…
    …. people were advised (even by Plato/Socrates)
    against the downsides of writing:
    “It is slow.”
    “It is out of sync with thought.”
    “It can reach just one person at a time, while speaking out loud can reach multitudes.”
    “It puts people apart.”
    “It is a solitaire task. A inert one.”
    “A text can’t debate with someone.”
  • From oral to literate societies
    Circular world of sound.
    Round villages and huts
    Cause and effect, linear grid-like cities
  • From oral to literate societies
    “We moved toward the one-thing-at-a-time,
    one-thing-after-another, and take-time-to-think
    literate world.”5
    5 Joshua Meyrowitz.
  • This is also true for other media…
  • Despite departing
    from the written world
    Stilllocked in the old literate-mass-media paradigm.
  • All following the same old formula
    Capture a thought, a story, an idea.
    Lock it inside a medium (paper, disc, film)
    Make thousands of copies.
    Mass advertise it. Mass distribute it.
  • By end of 20th century:
    • People had never known so much
     never so homogeneous
     prisoner of the same mold
  • By end of 20th century:
    • People had never known so much
     never so homogeneous
     prisoner of the same mold
    Following like cattle
    the editors’ choices and
    the authors’ pretense truths.
  • The literate world created the idea of
    thought ownership.
    “Copyright is just possible after copywright.”4
    4 Prof. Dino Felluga from Purdue University.
  • All traditional media within the same model
    model: one-owns-the-truth, no-changes-anymore, ready-to-produce-and-distribute-to-the-mass
    IDEAS &
    TRUTH
  • All traditional media within the same model
    model: one-owns-the-truth, no-changes-anymore, ready-to-produce-and-distribute-to-the-mass
    IDEAS &
    TRUTH
    IDEAS &
    TRUTH
    vs.
    old village orality , many-to-many, conversation mode
  • But the digital medium is different.And it is taking us somehowback to the old villages.
  • While in the literate-mass-media world authors and audience are apart…
    IDEAS &
    TRUTH
    …loosely connected through one-way replicas.
  • Digital medium era: Connection to the original source,
    Rather than copies (only shadows of the real thing)
    Driving participation and blurring the lines
    between authors and consumers.
  • Back to the village – on steroids.
    Speed and fluidity of old conversations…
    + long-standing memory and reach
    of the literate-mass-media world.
  • Back to the village
    I suggest you take a look at this table online: www.ShadowsRevolution.com
    or in the book available at
    www.Amazon.com
  • One important take away...
  • iPod, Kindle, Hulu:
    just one small step into the future.
  • digital connection to the publisher
    + speed…
    … but still old model in a new medium
    News
    News
    Publisher
    News
    News
    News
    Information  still content stuck in insulated ponds.
  • Transformation:
    connect the ponds, open the flow…
    inert content
    New News
    ever-changing
    alive event.
    …transforming the own nature
    of the news, of the music and of the thought.
  • It is not about the content
    But about the contact.
    It is not about being served the truth or the show,
    but about building the truth and the show together.
  • Top-down mastermind design gives way tobottom-up sprouting order
    As the line between authors and audience is blurred
  • 2008 SXSW – A signature moment
    Sarah Lacy interviews Mark Zuckerberg (Facebook)
    A clash between two worlds:
    Interview didn’t go well
    audience didn’t like the way it was going
    expressed disapproval
    crowd outcry during and after interview
  • 2008 SXSW – A signature moment
    Sarah Lacy interviews Mark Zuckerberg (Facebook)
    A clash between two worlds:
    IDEAS &
    TRUTH
  • 2008 SXSW – A signature moment
    Sarah Lacy interviews Mark Zuckerberg (Facebook)
    A clash between two worlds:
    IDEAS &
    TRUTH
    IDEAS &
    TRUTH
  • 2008 SXSW – A signature moment
    Sarah Lacy interviews Mark Zuckerberg (Facebook)
    A clash between two worlds:
  • 2008 SXSW – A signature moment
    Sarah Lacy interviews Mark Zuckerberg (Facebook)
    A clash between two worlds:
  • 2008 SXSW – A signature moment
    Sarah Lacy interviews Mark Zuckerberg (Facebook)
    After the interview:
  • 2008 SXSW – A signature moment
    Sarah Lacy interviews Mark Zuckerberg (Facebook)
    After the interview:
  • 2008 SXSW – A signature moment
    Sarah Lacy interviews Mark Zuckerberg (Facebook)
    After the interview:
  • 2008 SXSW – A signature moment
    Sarah Lacy interviews Mark Zuckerberg (Facebook)
    After the interview:
  • The Change
    “Now, I can record and release a song and a month later if I don’t like a verse, I can change it.”
  • The Breathing Mesh
    We have already opened the dams.We are connecting the ponds; breaking the molds; releasing the content. Instead of watching the shadows projected on the wall, we are becoming part of the show……and a new kind of life is emerging from the mesh.
  • ?
    How do these changes affect our life?
  • ?
    Implications:
    New models to manage relationships and information
    Landgrab fight in the old media’s land(chapter 5)
    The crumbling advertising mold (chapter 6)
    Innovation, end of average-thinking – material abundance vs. creative abundance (chapter 7)
    Media distribution channels, consumer electronics, online services (chapter 8 & 9)
    New paradigms on choices and retail (chapters 9 & 10)
  • ?
    Implications:
    New models to manage relationships and information
    Landgrab fight in the old media’s land(chapter 5)
    The crumbling advertising mold (chapter 6)
    Innovation, end of average-thinking – material abundance vs. creative abundance (chapter 7)
    Media distribution channels, consumer electronics, online services (chapter 8 & 9)
    New paradigms on choices and retail (chapters 9 & 10)
    Look for slideshare presentations for each one of these implications
  • Shadows’ Revolution
    Cracking the Content and Breaking the Molds.
    Available at amazon.com
    www.OrestesCarvalho.com
    Please,
    write your feedback,
    share your thoughts.
    Releasing thoughts and stories from the
    physical medium imprisonment.
    Deposing the averages
    from their meaning.