Old Media's Rules in a New Media World

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    Old Media's Rules in a New Media World - Presentation Transcript

    1. Old Media’s Rules in a New Media World
    2. “Old” media just sounds mean • What else can we call it? – Traditional? Then we’d be passing out pamphlets run off a Guttenberg or scribed by Monks. – Dead Tree? But television media is a lot more like newspapers than “new” media. • How about… – Passive Media • Generally, you are not involved as the media consumer. You get the information as it is given to you and don’t have much say. You consume and don't have the opportunity to engage, discuss, share.
    3. How passive media works: Something Happens Media/Source Tells the Story Someone Consuming Media Finds Out But if we take the audience out…the media still exists
    4. …you know, in theory
    5. Old Media’s Rules in a New Media World
    6. Ok, maybe not “new” media, either • It’s not new anymore, and it’s not defined by the technology. It needs a different distinction that actually explains what is going on. • “New” media is online, but let’s break it into two types: – Non-linear – Social
    7. What’s really the difference between this…
    8. …and this
    9. Is non-linear media passive? Fundamentally, it is still the old style – audio, video, print – just online and you pick the order you see it… …basically a newspaper without Sudoku.
    10. The flow of information hasn’t changed… Something Happens Media/Source Tells the Story Someone Consuming Media Finds Out …just the technology
    11. …but, in active media, the audience is everything Something happens The audience discusses it The conversation is the story
    12. And it’s happening across different “mediums”
    13. The conversation can start anywhere…
    14. …and continue somewhere else as something new
    15. Social “Media” • Social isn’t the medium...it’s the action. If the audience doesn’t participate…it doesn’t exist
    16. Here’s the difference… Passive Source/Many Source Source/Many Source/Many ACTIVE Many Many Many Source/Many Source/Many
    17. Passive Media’s Rules in an New Media World
    18. They’re trying…it’s adorable: Source: The Bivings Report , “The Use of the Internet by America’s Largest Newspapers (2008 Edition)” Dec 18 2008 http://www.bivingsreport.com/2008/the-use-of-the-internet-by-americas-largest-newspapers-2008-edition/
    19. What’s happening? “The newspaper guild (again, reporters, editors, publishers) can't compete by adding a few blogs here, blogging up coverage over there, and setting up ‘comment’ sections. If newspapers, magazines, and broadcasters don't produce spectacular news coverage no blogger can match, they have no right to survive.” -Jack Shafer, Slate, Jan 28 2006
    20. What guides passive media theory? • Media controls the information (Agenda Setting) – …but not necessarily how we react (Magic Bullet) • Media tends to be told from the perspective of the majority (Hegemony Theory)
    21. …throw it out the window Source: Flickr user phrenologist
    22. Remember, This is Passive Media: Source Many Many Many Everyone gets the same information because the source is so huge. It’s the limitations of passive media that create agenda setting.
    23. What about here? Source/Many Source/Many To be a source, you have to be one of Source/Many the many Source/Many Source/Many Source/Many Source/Many Source/Many Source/Many Source/Many
    24. Why does this work? Let’s play a quick game… Source: Flickr user MangoPOPTART
    25. The Birthday Paradox • The probability of two people out of 57 having the same birthday is over 99 percent. – You probably thought about this problem from an individual standpoint. • The probability of you having the same birthday as one of those other 56 people is 15 percent. • What does this have to do with participatory media? Everything. – This same limitation affects passive media
    26. Media For Masses vs. Media For You • Traditional media has to appeal to a broad audience. – One of the biggest content limitations is that it can’t be too specific (yes, even cable). • Your birthday is an individual trait that is one out of 365 possibilities. With 364 ways to be wrong, traditional media can’t take a chance to be so customized.
    27. …but you can take that chance. Source/Many This is you. You have Source/Many chosen to be a part of this conversation. Source/Many Source/Many Source/Many
    28. Actually, it looks more like this: Source/Many Source/Many Source/Many Source/Many Source/Many Source/Many Source/Many Source/Many Source/Many Source/Many You. You Source/Many You. You. Source/Many Source/Many Source/Many Source/Many Source/Many Source/Many Source/Many Source/Many Source/Many
    29. Active media is a choice • It’s a declaration of the media you want – you have made the choice of the agenda of the conversation. – It’s set by you when you pick where and to whom you are going to talk. The good news is that there are many places to join your conversation.
    30. Power Law Distribution Source: Future Perfect Publishing
    31. “The Long Tail” in media This happens More here: importantly, it can’t happen here: Traditional/Passive Social/Active Original Picture by Hay Kranen / PD
    32. Active media isn’t told from the perspective of the hierarchy YOU tell it from YOUR perspective to the people YOU want to talk. Source: Flickr user blue_ocean_powder
    33. Bottom line: Things have changed • A century’s worth of traditional media theory has been based on the idea that we act as an audience first. • You don’t just consume media anymore – you are part of it.
    34. …we are not driving a car, with gas, brakes, reverse and a lot of choice as to route. We are steering a kayak, pushed rapidly and monotonically down a route determined by the environment. We have a (very small) degree of control over our course in this particular stretch of river, and that control does not extend to being able to reverse, stop, or even significantly alter the direction we're moving in. -C. Shirky, Many to Many, Jan 22 2005 Photo: Flickr user visbeek
    35. (cc) Dave Levy 2009 david.levy@edelman.com Twitter: @levydr Dave Levy is an Account Executive on Edelman’s Digital Public Affairs team in Washington, DC. Dave came to Edelman in 2007 after he received a master’s degree in public relations at Syracuse University’s S.I. Newhouse School of Public Communications. He has a deep background in digital media research and assisted, designed and wrote studies on the effects of interactive media as an undergraduate at Boston College. Dave has also written extensively on how mobile communication can be used as a vehicle for grassroots and public affairs advocacy, as well as the impact of real-time mobile communication on mainstream media during major events or disasters. A self-proclaimed geek, he blogs often about the social aspects of social media at Most Likely To Die Alone.

    + Dave LevyDave Levy, 7 months ago

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