University of Minnesota Communicators Forum
“The Matrix,\" or Communicating in a Web 2.0 World
Teaser excerpts from Aki Spicer Keynote
June 25, 2008
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1

“The future is here.
It’s just not evenly distributed yet.”
William Gibson
Writer and Futurist
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2

The problem with judging the future: we can
only evaluate it in context of our immediate
past.
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3

…this is why today’s automobile is still valued in
“horsepower”.
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4

Consider that our early motion pictures were
developed using the language and conventions of
the stage shows which immediately preceded it.
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5

…early television was first operationalized as
merely radio vaudeville, brought into our living
rooms.
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6

Every new media is hostage (at first) to the
expectations of old media.
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7

This is why the best offering on Joost,
interactive TV, is vintage episodes of old TV.
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8

And in this age of unbridled access and
participation, the model for mass interactivity
is still a souped up game show.
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9

“We look at the present through a rear-view
mirror. We march backwards into the future.”
Marshall McLuhan
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10

This is the dilemma that today’s advertisers
find themselves: c/rudely imposing old rules
upon a new game.
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11

And so, expect that we are always
underutilizing the fullest potential of
tomorrow’s technology until we can completely
sever our old expectations.
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12

The social media opportunities for your brands
will not be unlocked without some radical
shifts from the old way of communications.
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13