Transformations of language, media and consumer in the digital era

1,836 views

Published on

Published in: Technology, Business
0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,836
On SlideShare
0
From Embeds
0
Number of Embeds
45
Actions
Shares
0
Downloads
0
Comments
0
Likes
6
Embeds 0
No embeds

No notes for slide

Transformations of language, media and consumer in the digital era

  1. 1. IlSS_0COMUNICAZi0NE Iulir . .~| la~ Iniprr-r -III mnun The Transformation of Language, Media and Consumer in the Digital Era Derrick de Kerckhove Facolta di Soclologla Unlverslta Federico II, Napoli McLuhan Program, University of Toronto Papamarkou Chair in Technology and Education Library of Congress, Washington at. _ I . ; ; l.: . , _ u s ' -:7.” I/ ~n. Jaoa5
  2. 2. “£227.. .. . : L. L. .. ~ . . . . oOOOQ4 70. _ ju : . .2. __. _ . ..__§_ _. .____ . on-. . . ._____. .. .__. . ____. ._ . ______ . ,__. %_ __ . .. __ . ... _._. ... . Q . g . . . ._ . .. can : - . ... . . :7 ____. ... ”_, _=_. . w . § ____. ,,_ x_______. _____
  3. 3. Culture and technology generations ago, modern man emerges and starts developing language 300 generations ago, he develops writing ' ‘ i Illlii .1,1‘ . ii. i‘Iii , i.iiiii i‘l'iiIi‘il‘i“ti‘i'i‘iiii‘i'i'i‘£'Ii'i‘iit i'i‘. i 35 generations ago, he develops printing . x 1 . l 1 and then. .. I I-1 E U 1700 : ‘iiiz‘. i. Aim‘. .. ‘iiiI. ‘-- 11:1‘. .. . ..I. ~.. Aill ii. ..: ..i 2000 Always on I Web 1985 PC / Networking 1970 Fax / Electronics 1955 Television 1 MassMedia 1940 Radio / Talking films 1925 Telephone / Silent lllms 1910 Telegraph / Photography (l i ar. mi
  4. 4. Transformations : ‘~ lA':1' '5 hi n g ua g 6 Me (I la Co nsum e rs Hype nine nc 6: Ad ve rtising
  5. 5. Language -1 'v . . - ""‘_ Fr _ . — - Pl pl 1 — . ~ 1-_v . - > —~ _ g — . . ‘T. " . I‘. '- v . _—'. ,v 4? . r ' _ . .'_ . : . . *_. . u , -. r‘: r‘, .v. ‘ 1 . . . _ . 1 . .a. ’ 1 - . ,1_ , « i_ , .m . - . ~ ‘. a ' . ' I 4 . - . . * ‘ s 1 ’. _. '. ’ ' _ . ‘ ' I‘ - _ _ g From te xt to hype rte xt From se nso ry deprivation to hypermedia From the thinking mind to the se reen Through the screen to otherpeople
  6. 6. : Hype rte xt 11m-BcmersLec’st'11st elaboration forthe WWW % The next medium, whatever it is- it may be the extension of conciousne ss- will include television as it's content, not as it's environment, and will transform television into an an form. Acomputerasa research and communication instrumentcould enhance retrieval, obsolesce mass library organization, retrieve the individuals encyclopedic function and flip into a private line to speedily tailored data ofa saleable kind (Marshall McLuhan).
  7. 7. Media ' Y — ii 5 i _" . . “ . . - l f l . n I I _ ‘~. 1 ; ‘_ . _—g. I ill I‘ i i ‘I. ’ - . ' ‘ti §) . ,ji. I ‘.5. , 5.7 ' 4; I 1 L . .r_ ’ Reality one is that we’re surrounded by media and eommunicationstoolsand the b1t—tlow around usis asavailable asthe airwe breathe. Reality two is that these toolsare no longerplace- bound. Americanscan cany in their ockets the computing powerthatputsa PC int eirhandsand bears the tools through which they share pictures. sounds, and text. (Lee R21 inie. 2-’()()6. SO PAC Confe re nc e) '}: | A8 _< , ( til iI if. til
  8. 8. Home media ecology - 1975 P’: -:lt. :'. Rout: to 'cm: Displ: -, ‘. :ical st-or: ac I i‘. ' C ""’—. 3 / 4.—-—-j-. ' ii. ’ iii IIII ; .:: :§ciAa: .;t . i§iitni: w«:
  9. 9. Dnvmg trends ofdigital media 0 From passive to interactive 0 From fixed to mobile 0 Ubiquitous (NFC) 0 Tagged (RFID) 0 Interconnected (IntemetZero)
  10. 10. §‘; ;:i‘| AB} . . The drive to mobility S . ' ‘ | X ’ - U ll-'-_' t . .‘. . . -1‘ ' ‘ i’. . i O‘ I 3' I . ,r' Q. .2 5 3- ‘v ‘av. V -l ‘I'V‘{ A . . x? i)l'i iI tr. «it
  11. 11. Comparative profile ofthe three screens (Distribution) . " V 1’: IA '5 Number in Home Sham Of SCI‘L‘k‘l13 Mobile Phones N20 30% Teie visions N25 38% Computers 23% Coiiilpauptleoi-lg ] 0.6 9% 0.1
  12. 12. — Comparative profile ofthe three screens (Medium Use Time) Net Change: -22% +47% Mobile Phone Television Home Computer EIMueh less Now -Little Less Now INo Change IJl. iulc More Now IMuch More Now 0.3 ; .:fiqA3;o; ;-, - fiiliittinuii
  13. 13. Wi—F1 and the mobility drive I . 5L. !L'IEc‘vry A7,“ 15‘ . .§‘AV»-Ar V-‘i Not the e—book. but your laptop Not only your laptop. but the Blac kberry :1 nd beyond ‘T “The ”z1|wz1y. s‘ on” generation ‘A '2 o I 5 K .1 : ‘K A‘: /3 2 Q T j ’_o A . ‘ . ‘ "1 4- » ‘V. I I " ‘. ‘ . s=", ” -. . I‘ ‘. 4_‘ ‘*2 . I-:5 F IA (W7 w H: M S’: Li)
  14. 14. 2-: ::: "=IAe. From 1oeation—base. d to 1oeation—independent to be a non mte raeuve NFC
  15. 15. ENABLING IMPLICIT HUIVIAN COMPUTER INTERACTION A Wearable RFID—Tag Reader n. ~..
  16. 16. 1ossofboundafies: _mnan aques Cloak ofdata 1nv1s1b ilit . . can. u puem o. u sun u--oovu ‘u . ;u- «I wanna Ion out 0' auncl-sqs. $ro: cm! or aw aevvcos nut is nocond . . -may F‘! -Iota won a wnco av aaurxo no a-sea: can u no vmmts NO 50900‘ no sr-«om an Wl'l"1 Il! 1"! DOVLFI1 ay ‘ho p-omen: ms 13- "" "" °' "0." no Io-on mods to no Ho! (:2 4 vavtmu u no oyn to-nuv And no Ittu'l! y (Arvwv-I ro CPS I onus F0 :0; flwvwosu new-3-hi °“““" "' ‘‘‘"F'' a 1:110 aVdblO'(I ( Wkan u mom r-n nurrawuvn urn n a<
  17. 17. lnte met Zero ([0) «mm-u. »n mu. l7D! VOH| Ilb'llAIlI1n : .¥¢| AB_. 1.1., ~xMI| l'/1u‘»i
  18. 18. ; gateway W __ ’ . ‘fix’. . .5.v. «.~IiX-§‘eV¥s! .ugg'(sK? .. . [£1 . £. ~!"“I. “? hi‘ We b se rve r
  19. 19. "lhe Era ofthe Tag “L, ..—nuvole te mporale Iago aequa c a mpi (Ia rati) amefi +locaHm. sensazmnLtmo difinografian. : . ' M3 ; °;; -; (§UIR )I WM
  20. 20. From the hierarchy ofcategories C la y Sh irk _~' 'jq AB ; , , ( N] ! I If. ‘E
  21. 21. To Links I I —_-, _ V I F" -. -_I ’ : ,' V-r ’~ : ,’ ‘ . ri I J ’ - r a I 4 - «. , ' _ _" C la y Sh irk _~' 'jq AB 1, , , ( N1 ! I If. ‘E
  22. 22. ,. ‘ . e ixxriiuummmizz T Ififiammggfimimwfiamfigmfiwgagamfififimfiifiaafifiawag lfifi: §iiEEE§EfiEEEfEEflfi ‘E 3&3: WW§EAflflEflflH%%URL ‘i-L fiV7‘N ; ’ | &fiEflEfi3:m§flw3._. . av w‘ 5'; ‘ “, ,J . ,MMEfllUNwfl ‘ u gimfiw fiflfifl . H1 7“ mmwg = amm*§mwu&£flg. ,e 1.. Vm. gJ§§@mE3§m. "mqmwummafixtr 3- g; _r: %g§g%m%g%aga:3gam - - H’ ~; ,'~m-‘; ‘ w. :."‘: - ~e . -§eFaQ; LmLfl£EEai 4. 4%? 3:‘? aKflfi%a£“i c Qw§£g$ _ 1 ; §§§'? 'iii§E'+7E"f5;§: . . ‘>2.. ',; -- . , ~ fiflfififl ‘ gpmzfiainr -“r , a§Efigma§ rag , '3; . a. L 1* . ..v " i . » . . a“$ . .5 ‘v — filmmflmjflflfli = mfl: mwuaa: a WT" __ fifi_zmfiH¢Q "I‘I. ~:n~. n.. .Z'lC‘§r'-'. .‘-Em i SWEEU ‘ A » 'J'. (i-£‘»'ii‘F: !.‘: ‘i*"-3.i7.*" "}‘: !!B£; i't E1251. V_ i: §%&flfl3flfl§_ gainaamasaeiaaigrsaai 4. TlUl]m"ITii]Il3JalTIillHII! ll TII IIIIIIJH 1 §uQmfiagw: * A! rx'. '.‘s'. 'f’Z¥§'! a*. *?‘§'. *.‘i x_-. E EB # ’"Wsmp~ _aa¢L); m W E’. a m E E % E m a f fiflfifififiifififi I1 3-13:1}-. 1‘, #%g, FrX—?7‘ Efiflfififi E jVEfi: gmam§ *; §aamrh= :w£am§ «a&fl? ??'fi Ffi fifififi iagai . E‘ , _EHE%§fi$W
  23. 23. iamwmfimgmfignmfiau teewmmmemmmawga. semamgsanumnmmm ¢§§§flW%fl§fiWfiHEm%. fi§mwEmmmHmE&fiH. x fifimmmmmmfia %$. ifl: mgi= fimm»< W sm§mMmmm. «» . fiEmmWmwm. Ms Efigflmfififihfi awfimmaeemaan. . raaa, o¢. ;»r m . , . mE$flQWh&£fm~ éfifi fififi EQM «fig. wammm gamma «germ Nam H : ‘Pu ED‘ ? .'= !t~ . 9 r . iw ; 3 . , , . l. “ Q 5:‘ : aagaaywmwafi agawma nnmwFQQ%QaiZs _ nanmmmmmzuamfiémmfimazaaamm Efiififiifimfiffi ‘S7$£EfimP ’ ”‘”‘ es: .aflm . aw flafifwmifi, 6. mxmxaamwm . afimmmmauamm. fifififi%fifififib&Efl? .flfa_w mmfiémfifitwflmcmfimfiafl. S .13.. “ A? unanuaams . aTQM¢v: fi; mm%K§fi%MF W . . F4 fimfik gfiifi Br , _. _: S 7 HEM a 233% H * xiililfir ' FTEIFITHI [III SHE IE2‘. HI i a . 4. . fiMm§EMfiflEW$&W3@flfi2fiWmK“ “flmfiWEET&@RV%WfiWfi§WWmm i mflE§m%fiEmflfifiFd? mEt%WWw mammwfiflfl m ‘flgwflflflafifimaawm
  24. 24. The great “fo1ksypedia” W11<11>1:1)1A I I5.‘ 111'. ‘ Lrtt-. .:'¢, »I. '‘u": ‘.. ‘ "= IRE (W7 "3 ‘W
  25. 25. Wlklpedla In other languages You may read and edit articles in many difierent languages: VII iupaaa cncyclopeda is-rgmgas with ov-‘-1 ioo_ooo amen»: :‘~ ll: ,ll C-el'l 51:! l: li: - 1»: i {Fir l, ll i- Wl kipaoa ericyclopeaa languages with over 10.000 articles , H , '——ii_1 V ML 1,: r 1_ii—ii —— l’l . VlVl’_ll l i_7|‘i| i-’i'i rlVl1_ll“l‘lli'Ji‘l in ll’i| ii) 1-ii ‘~'i; I;l i~‘: -I Isl‘; "Ci"lJl. T|_. ' P: ii'. i_. gi»: ~:- ivii l—i: i l if: mi aw, ‘ ' iIi~i~if. --iwiii; .—. i~i -. -.in- »-l i- Wlrip-nd: cncyctopoa: languages with over 1,000 articles -4ll»:2" ‘i . .r, :m l : "ll an l-—Tll xii 'r»«1,2[i 'I.2|l’l-ljli 'lll'l"‘4 '.1r t i-< 'ri, :uv ‘Tl 2—i l kiwi [l‘l‘vI'-‘VP-Al [l‘r:1_[‘ii]" , ._; i-'- .4} ri. ,,i. 'i»i~--rt m-uni‘ ‘iv, -im A i», i-_<| i i_«_i. r; ::** iim. 'llJ71l l: li. :tl_'l4 jg : 'llJrL,1[1J’l ic. L': IjJl< l. '.4|; a'd ">4<§. lll,3l. i-i'>’ I i l'>iltllf- iq| .: -. ‘ill ]. ll L':1J-l| .'l. ll‘ii. Al l. :<I : ‘.: liJ. .1"t L--iii; -h i«- list Miiltilinqiial coorilinntioii suit . ivw iiw-Iii III -tIt4'illi"l l~t| Il_l| l-Igli‘ Wiklpedia's sister projects Wikipedia is a free encyclopedia hosted by the non—profil l'J<l-'ll'TtE‘I’l|5 Foirnrt: -itirin, which operates several other rnurtilingual and lieecoriterit projects. L-itlhimjy . _ N L~ii, i|u~; '_i< V'_4iEi. u,iI_-1v'- ~ - Mlir-’~Ji, u '-, "'= ‘"-' Dictionary and Free textbooks Collection of Free source thesaurus ( and manuals quotations documents '9 Internet . /'2‘ . . , {-1, 1 I
  26. 26. Social bookmarking . .. . - . __. ... .. . ._ " .1111:-n: c:—"-. c:~—*-~ - - Lzl-——-: :—: i-: ,u— - cw --1 ‘ . . . . . . W. .-— ~ ‘ . __ - _ _' _ . _. .. . ‘H {am i I; r I . . . . . ... . . _.. ... .. _.. ... ... ... .'. . __ . .__. . ADQQ . _ . ..- -. _.. . . ... .4. . . . .. _. _. - . . _j— 2'. .. —-— ral lry: —(_. —¢§ — - a>i. x.l~l e»-. 'jc| A8 L, , ( i‘i'l lI if. ii
  27. 27. Consumers 'le e lino log y g L‘l1L‘l’illl0l1 . "Q 'lhe rise 0 t‘ the Wre :1 d e l‘ '4" Se ltl Se le e tio n p v“: ;_ “'1he Llxer is the content” "S C RC 1) L111] lion Capital S 3'3’, ‘ 3 - ~ - ~ 5. (mi st :1 n d ‘iud g m e nt -.1 re miii g A ’, {.--; i vu lue ‘ on the liite met) ’ ' ‘if, .r‘" (l~iTil1 it i ir. «ti
  28. 28. Technology generations Culture Age Hlerardiy Influence over time Radio / Talking films 55/70+ Leaders _ i , — - ‘ ' C ’ _ _ . , 9 Television / Massmedia i' 40/54 Management _ . . — - ' ’ _, — 9 I " I I — 3"" E , ’ -‘ § Fax / Electronics M‘ 30/39 Directors ‘__--x--— _ 1 I ‘,5. A _ , » ' 20/29 Employee , -e »— -' " " 9 u __- PC / Networking Natives I Always on/ Web i; 5/19 Student 2005 2010 2015 2020 2025
  29. 29. From One-Way to My-Way 0 “A Ccnain dcgrcc ofthe control ofma 55 communication systclns move s from the me ssuge producer to the media C 0 n su m e 1"’ (Willia m S, Ronald and Rogers. 1998). 0 1 ~'uy—2w11_v—;1 ll— ~'u y 0 Sha ring the re xpomgihility :1 nd c 0 mm] 0 f me a mug with the sc rccn 0 F. =cr__'bod_y a broadcaster (U-'Ii1bc) ; -:fiqA3;«; -,~; (lh-tflmuxn/ m:
  30. 30. 'Ih e “WREA DER” | ||| |T . |l‘| . Ii| i|u . . . .ii . iiicilixii . .Iu| I.I % 3&1 w (iii ' K! 1‘
  31. 31. i Digital Native s > I0 000 hrs of video g; trne. ‘ 25U()(l()CI11L1ii> and text lllC. .‘LlgCS | () (l()() hrs of cellular phone 20 (NH) hrs oftele~'i. 'inn 500 ()()() commercials Figure 6, imodal consumer: and no Generational Chain. consumer media control Sour: Ml lnmmatnr Au-‘nun who < 5 000 hrs reading books : V“ 7 lI’l- . ‘ . . i it >. V
  32. 32. ypical wre ade rs: the ‘‘Google Generation T Used to multimedia and Interactivity “Screenagers" who play their screen, not just watch them RTFM NOT Clicks, drags, cuts, pastes Multitasks Samples
  33. 33. With the Google Generation: ’Ihe Useris the Content ; ‘~; ;'. Young global citizens Creative consumers All play and all work Meaning is more important than money or time (‘in desperate need of filters" David Rokeby) Strongest demand is to be part of something (Linkedln, Myspace) '-= ix. Q7‘; ill‘ 7 ‘Vi
  34. 34. Se lf- Se 1e c tion Interactivity suggests that the reasons consumers seek, self select, process, use, and respond to information are criticalfor understanding responses to communications. Search and self- selection ofthe sources from which information may be obtained, as well as the way this information is processed, has long been recognized as an important determinant of consumerbehavior(MacInnis and Jaworski,1989)
  35. 35. ‘Pun: Skquerme : F3113 sang pa ynznngslh. Rich evenkallcws access to all other events at all urn: s C) lndaxad wit}: Thuslnold Svrmc mcnu am will: on: level. choice and netunt ‘IAdIJC| |£ <xcep&n o1 cexhdn choice: which be Inv-ouuily shill ink! anouue {mode Uclrconsuucflwz EX): usnrcan add ovunk that the n be coon: options 90: subse quent users §§> nmmmummmm En-15.. Onhr «xbdn choices in the bfimcll anew an: eye : - utuv-sugataon ‘? mg % Pnlnarmy lnuanznl sequined vnth occasbnzl bxwmhmg oppccfunnals that Illa 11 sold. into the fl gnnnd %u_a_: : E2): can In has this pounfialb bu I. a'. n.Int¢l to aslyotlur eve 11!. Actual 1:i. n.ls can be 1:10: umctiiu! hr added byuas 4% C) c>C> Elarmluuaz B/ I-nu ox choke S laadxng to next oven? «nun: than load: to as ours: znasun. otnnxt lava). chat: 5 unfil uithnt endivlg OISE‘! !! $091. back to orginalset of chock: U?1=%, ‘sale-2 °? ;? fl Chore or E‘= fl1 S-as screams: c all-not-5 navtafiovtalpaflts embedgd in Dwpennqdiaskugluns The Aesthetics and Practice of Designing Interactive Computer Events (3. Wilson)
  36. 36. U-Tube B)‘ In king IllIICl‘; ttI‘1tiil'. lg e o I the till it] ue Ie it it: re s o I the Internet. liliii Illil ke rs x ill be at ble to re :1 t‘ It :3 q uti 11)‘ la rge but inure spe c in lize LI :1 utlic nee s se one red it round the 0l'ItI. '| he_ xx ill be u hie to it p pen I to the she c ia I inte re sts :1 ml c uriositie s ofintlix ltlllil Is it ll_‘WIlC re . it Il_‘llIllC . through the lntc rnet, ra the r llltl it making lowest-commun-tle nom Ina tor :1 ppe it Is to the masse s (G ilde r. I99-I). ‘. I' I ‘‘. i S
  37. 37. :‘i¥: ‘:i‘? lAB. . Hypertinence 'lhe “long tail“ theory Push versus pull Wikimc d ia Tagging Social Bookmarking
  38. 38. 0 . ..~. .~. - . rurry 1,. . ya ly| v- no ry mm. It . m «ml nu -‘l$ tommvtutstv lam mtwrnv , |(l'lL wtmonv 5» W , .., |v‘ 91.4 ammplu "--11': m . . .4 "lot . lwnux . .- 7£_t]I‘.0 xm-; x 1,1 millm-about: 753'! ‘ DVD: I‘. . Mal‘: xi . ut«i1t't~ mm». lw , ..Ip. «i. v.‘t : I t. ;.'v-. t.rt, . , , ll! .. l)| H''tl| '‘‘$I1IIJ''''<I'N‘‘l‘hIv , y--ll--vw I. .. v , - zo 4 at! low ial Mr. » All I-: _ up r. can-. .m rva rlml 1 n. . . n«. m. -. _ its mus» . .---l til m ~«; t-ti, tip. .. I! I-nil tlvr ml luv --uh: hr: mind our, r_-«tuna. """‘ Io-—, n-ow um am :11: VFKH u-. na. u. V shun IBIII I-It film UESCURE PRODUCTS YOU CANT GET llllllllilii EUI UNLIHE VVJHL illll will lull“ l(llM “(II 5 Song! avatlnlole pl . . both Wal Mu! ‘ ‘Iq " and Rhapsody . " E 5011" IIlIl. lhII only on Rmpmdy ‘§ in La. 4: 5 I: I: O E I: o E . . '? LL 5' a. '6 5 av .43 I: _: i: In a a u. e > < ' _ l00,00D 200,00!) 500,0N Titlrs ranked Izy popularity -_. ,.. ... . an. .. . ... . . ... ... i.. .. —. un . ... - I. -.4.. . . ... .. . ... ,t. . u. .. ;. . . ..u. may . ..I, . r. . . ..-. ...
  39. 39. ABOUT ADVERTISING Me d ia be come 3 re lia ble Ve hie le s for tie w patterns of a (I ve rtising a soon a s their penetration re a C he s 70’/ r ofthe p op u Ia tio n Th is thre sho Id was re ac hcd in North Amcric a in Ma rc h 2006 It is now e stim a ted at 73% And at 87% fora II teens IITIE‘ l[t1Il
  40. 40. Mary Meeker’s 7stages ofnew media developmentprocess (1997) 1) Ne xv tcchnolngic c re n to new opportunitic . ~'. the printing press: 2) Young people drive ncxx media, c. " Du vid _. _ P " , _? W' . . Sa rnoll Ill radio; [ 4" x ‘, p 5‘ J _"‘ 3) Content lcnd. xox= crlimc to focuson some theme: “ l a . . l/ ~, >_~, ’.‘ -l) . '—. new media develop. lTl£l_]0I' bra nds :1 re . I . crcatcd, c.g. .NBC; | 1‘ . . ‘ 5) . ‘(lCl'I1.Il]g payx the hil1—-low consurnercosts I / ’ —-I are key to consumcrucccptnncc ofnew V __ ' 111 c d in 2 L , I‘ 6) New talents and Cole 1) l”lllC. underlie the J “ . . . pr -,4 . UCCL'sNUllllL'HOWmCLllLI. C.g. .[1Llgu1‘. ‘llCll Poc and Nathaniel Hawthorne in l Inaga7.inc. x; 7) Ne xxv med in p l‘()pL‘l'llv. ‘. conmlida le (we 1' time. , t. x7l)~~. 'l xx if. «x:
  41. 41. LAM - Interactive Advertising Model Consuwlcrrcontrollcd Aow"1Isct<C0ntro| Ioo C: n< lfln~‘(—COl'"roII¢3 I l not <»~r. x|. .n-- Q--ruvn-s AA! 7,. ..‘ Funraxunn I itvnnl-on Pint luvanu-I Mum cos c”"__“, __, u -4. ».4 , .-. ' Cuurullau "Y~. au| u' c - -o_; ..;1 -_. ruz. R“_p°"_0‘ n zroc : > . ;. u.. .-. «_. . I o . :. A 1 ' *"‘”'“" -" C: I M e-o-v ' CW ’ - ir. .., .n9-. .»«. . 1 C u-- . ..i. -,. I.» 4.. C . _.L-xx 5- , ,__, ,_: , ‘in. ,1: ': 0 5(3i‘. c‘J n 7 n, u / w~1r1-.1 var I I A. 900* ms FuI‘vna(§ . . ; (in! AV! nov- bc '-: ».i' ' ‘--". -,1_I in k: :i*"'rv ‘C-—: r1'r»~ A? . ‘ ')'I'| '-l')'f'iK7 4 . M u llvrvslr ,1 . c. C._o, ,,, ,n IO U C » C I O . rx, o-. -9 v- 4 Id I’-aIuvu n ob=1‘I 1 o Ilrc"w. i In
  42. 42. [inking mass and interpersonal media Banners (down) Sponsored sites (down) Pop-ups(down) Rich Media (Lip) Keyword search (tops) eWOMelectronic Word—Of—Mouth (up) 0 Viraladve rtising (up) 0 Advergames (up) ; l.xV_lp)i“ ixmnx:
  43. 43. “Interactive advertising places the consumerat the centerofthe study ofmarketing communication because its effectiveness hinges not only on how the marketer’s message influences the consumer, but also on how the consumer shapes the interaction” (Stewart and Pa vlou, 2002) _! _."»; c V n'. ‘_. . r an ID miuxn xiv. <E
  44. 44. Fashion blogs are changing the trends MySpace as easy targets forcommunities ofc lie nts (Dove Story) But packa ing culture is difficult and brands don’t always cut it (chec out “stakeholdermap”at www. govcom. org by RVRogers) Advertisers need to hook up emotionally with people gacgeative consumers as a positive orce
  45. 45. Reputation Capitalaffects business and is more volatile than ever (. i“ (‘rt--. iliil_ "r. (‘l‘t". .Ill‘l' (‘rt-uliw lligh-TL-ch Innm alion Din-r. ~il_ - lndu orlxcrs Rnnl-. Rank Rank Rank l. San Fr'. un: i.~cu I057 34.8 5 l 2 I 2. «uslin I028 36.4 -I ll 3 If» 3. San Diego 1015 32.] [5 I2 7 l 3. Boston [015 38.0 3 2 6 22 5. Seattle I008 32.7 ‘J 3 I2 8 6. Chapel Hill 996 38.2 2 I4 -I 28 7. Houston 980 32.5 Ill I6 ll: III 8. Washing, -tun 964 38.4 I 5 30 12 9. New York 962 32.3 12 I3 24 14 I0. Dallas 960 30.2 23 6 I7 9 Top Ten Cities Creativity (Richard Florida) (Rankings of 49 metro areas reporting populations over 1 million in the 2000 Census) 'jq AB ; , , ( lll lI lf. i[
  46. 46. The Transformation of Language, Media and Consumer in the DigitalF1a Dc rric k dc Kc rc kho vc ; -:. fi¢. A3;c; ;-, - (filial xi vim
  47. 47. 3-D, virtual reality, without goggles “when a medium is in an early stage ofdevelopment, it is stilldepending on formats derived from earlier technologies instead ofexploiting its own extensive power. Thus. the Internet is still in its early stage s” (Munay I997). fq AB; , , ( Ni lI if. i[

×