social media and publicity in the Web 2. 0 media landscape

my background

understanding publicity, identity, the role of the media and culture in society

3 historical stages of media analogue, electronic, digital

4 historical stages of digital internet, web 1, web 2, semantic web

identity before the media

camp fires and villages Lawrence Lessig, Free Culture - regulation of identity and cultural production

magic and myth the aural tradition and limited movement created the possibility for magic to happen at the edge of the forest

geography and transport local knowledge, regional dialects, conflict

medical science began to look inward for explanations, further dissolving the myths of external influence

industrial revolution the locomotive compresses space and time

communications technology the telephone, telex and fax compress time and space

the printing press contributed to the creation of modern democracies

the public and the press the press informed the public of political and economic events

the value of information in a deliberative democracy there are certain assumptions: rational debate, free and fair press and a governing structure that can be petitioned and reasoned with

sensationalism at the turn of the century, the press becomes increasingly commercialised

globalisation globalisation, following WWI results in increased commercial interests and the nationalisation of media

privatisation with the advent of cable TV, Western policy tends towards privatisation of the media

commercialisation privatisation results in an increase focus on entertainment media

television commercial news broadcasting results in the thirty-second sound byte

politics fundamentally affected by the way the media structure the message - and this is in response to commercial imperatives

the role of information news becomes increasingly difficult to monetise, by comparison

newspapers remain a bastion of liberal and fair comment and reporting

knowledge the media, in combination, form the basis for knoweldge about the world

2 ways to understand this reflective + representation, constitutive

The Internet near instant communication, email, gopher and FTP

Web 1 old publishing models shifted to new media, one to many, content repurposing

The Crash the problems with the structure of corporate financing compound and lead to the bursting bubble

Web 2 O’Reilly, old technologies used in new ways, change in browser tech leads to AJAX, RSS becomes the glue, the birth of social networking and blogging

media impact Cold War/ GWOT distrust, citizen journalism, increased demands for transparency

convergence/integration structural imperatives for daily publications to integrate newsrooms

convergence/integration media convergence, EC Act, ICASA and new broadcasting licenses

what is the media? hybrid of carriers and uses across multiple platforms and technologies

the public/culture now use the media as a channel for identity creation/management

semantic web / web 3 response to structural flaws in web data, a web under the web

other trajectories earth as navigation, location-aware devices, the metaverse

implications for PR increasingly complex social environment

implications for PR unwritten rules for communication

implications for PR substantial technology underpinning

implications for PR many platforms are unproven but early adoption is always a benefit

implications for PR traditional media are opening up access to their publishing spaces via social media elements like comments

implications for PR massive potential for timeous, targeted and successful communication

implications for PR role of marketing and IT need to be more clearly defined

thank you and discussion