Connecting To The World

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These are the slides for the launch panel debate for my new report for the International Broadcasting Trust on the new networked public sphere. It shows how the media environment has changed for …

These are the slides for the launch panel debate for my new report for the International Broadcasting Trust on the new networked public sphere. It shows how the media environment has changed for anyone trying to communicate about development, humanitarianism or aid work. It looks at case studies such as Kony2012, Avaaz, BBC, The Guardian, the Syrian Free Army and others. It sets out how you should change your media behaviour to build better relationships with the public online. You can get the full report, plus a longer academic report here: http://blogs.lse.ac.uk/polis/2012/10/30/new-paper-communicating-for-change-media-and-agency-in-the-new-networked-public-sphere/

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  • Based on research I do into media change – both with news media and with iNGOs – also published as Who Cares report by my colleague Dr ShaniOrgad and her team
  • Not even Invisible Children thought it would be so successful and I think they’d admit they couldn’t cope.I think the goal of the campaign was wrong - they haven’t caught KonyIt did not understand African politicsIt sent wrong message about the role of the West and military forceIt will disappoint and mislead millions who took an interestBut it certainly helped create a debate – especially about advocacy communicationsIt is a sign of how the public sphere has changed – how media and politics has changed
  • Or is it this nine year old?Martha Payne’s school dinner blog Never Seconds was banned by Argyle and Bute council – within a few hours they had to change their minds and allow her to continue after a storm of protest on twitter. The ending was even more happy because Martha used all the attention online to raise £100,000 for a charity that provides school dinners for poor children around the world.The answer to the question is all of them – but particularly the nine year old girl.They are all examples of new actors in the media environment – forget the BBC, CNN, Times etc – these are the change-makers – not the most important sources of information, not the most influential – but these are the new kids – literally – on the block – and because you don’t know what they are going to do next they are dangerous – no-one predicted them but here they are. All of them are acting in an ethical way. And the girl is the most dangerous because she has the least predictable motive of all.All of them are powerful because of new media trends that are reshaping our world – the world you do business in.
  • BBCOpen GuardianNot replacing journalism but augmenting it – Complexity – multi-platform – mutli-tasking – multi-sourced – think of the Olympic coverage for example
  • Media is changing – new entrants such as AvaazBut most important is that of us as citizens – where ever we live are now potentially part of the information flowAll the organisations we work for from the LSE to Oxfam are now media organisationsNews journalists and public relations marketing have both been disintermediated
  • connecting in an age of complexity and uncertaintyIn the networked public sphere how you communicate is even more an incarnation of your values and objectives than in the analogue world. You will be judged on what you say and the way you say it.If it is false in any way then it will tend to be exposed or ignored.If it is not properly networked then it will reduce rather than build long-term credibility.If you do not seek a properly reciprocal relationship then you will end up with one dimensional connectivity.

Transcript

  • 1. “OK, it may not be accurate. But it’s struck a chord we have nevermanaged to strike. What wouldn’t we do for an audience of 30 million?The video has reached people who would never watch Channel 4News, or read The Financial Times. The Invisible Children campaigncould learn a little from those of us who care about accuracy andcontext. But I think we could learn something from them abouthow to get a message across, and how to talk to a generation thathas stopped bothering to read newspapers and watch TV news.”
  • 2. 100+ million people can be wrong
  • 3. Which of these is the real revolutionary?
  • 4. All journalism is now networked
  • 5. All of us are now (networked) journalists
  • 6. The network code:• You are what you say and how you say it• The unauthentic will be exposed or ignored• Long-term, deep credibility is built on truly open & interactive networks• You choose: reciprocal or one-dimensional
  • 7. Keep in touch• Weekly Newsletter• Email Polis@lse.ac.uk• Twitter: @CharlieBeckett• Blog: http://blogs.lse.ac.uk/polis/• Facebook: http://www.facebook.com/pages/Polis/