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European Communication School: social media session 2


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Presentation from the second social media session given to students at the European Communication School, London October 29, 2012

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European Communication School: social media session 2

  1. 1. Session 2History, theory and the future
  2. 2. The aim of this session • To understand the role of media in shaping modern societies • To understand the rules of media • To see how social media plays to a different set of rules
  3. 3. Why did it happen?• All at the same time• In Europe (why didn’t China have a Renaissance?)
  4. 4. 1450
  5. 5. Printing and science• Made existing knowledge more available
  6. 6. Printing and science• Solved the preservation and standardisation problem 1543 De humani corporis fabrica Andreas Vesalius
  7. 7. Printing and science• Allowed new ideas to be built upon existing knowledge, rather than being seen as destroying knowledge. Knowledge became an evolving process, not a fixed orthodoxy. Aristotle Copernicus Kepler
  8. 8. Printing and science• Prevented authorities from supressing inconvenient truths
  9. 9. Printing and religion
  10. 10. Printing and institutionsMoneylenders Banks
  11. 11. Printing and popular cultureMass entertainment before Mass entertainmentthe book after the book Entertainment became an intellectual, individual experience, but ….
  12. 12. Printing and popular culture Entertainment became a common, mass experience (everyone sharing the same story)
  13. 13. Printing and popular culture Pietro Aretino: Ragionamenti (Whore Dialogues): sex lives of wives, whores and nuns are compared and contrasted One of the most popular books of the 15th century Aeneas Sylvius Piccolomini
  14. 14. An interesting thing No-one realised the significance of the role of printing at the timeWe took the technology for granted and it became invisible
  15. 15. Did the woollymammoths think itwas cold?
  16. 16. Conclusion• Printing (and its extension into other forms of media) played a fundamental role in the shaping of ‘modern’ society• We live in a Print Culture (Mass Media Culture)• While the effects of print culture are highly visible and closely studied, the basic rules which control it are hidden and little studied
  17. 17. The euro crisis
  18. 18. The rules are changing
  19. 19. What are the Gutenberg Rules? • Its purpose • Its intended audience • Its editorial policy - how and why it selects its content
  20. 20. Why is it like this
  21. 21. The Rules• The means of information distribution control what information is distributed• Because information distribution is expensive, the only information that gets distributed is information of mass appeal (mass media)
  22. 22. Mass informationdistribution costs nothing Content has been liberated Everyone has the tools
  23. 23. What is the social media revolution?
  24. 24. What is the social media revolution? SeparationInformation Means of distribution
  25. 25. Breaking the Gutenberg Rules Could you create a personalised newspaper
  26. 26. Let’s create a personalised newspaper
  27. 27. It is not just media
  28. 28. Marketing plays by the Gutenberg Rules• We need to put a message in front of all our potential consumers or customers• We therefore work out which channels (media) are the most effective in doing this• These channels are expensive to use, that means the message has to be short and highly effective (creative)• We also have to talk to everyone all at once, because we can’t use expensive channels to target just a few people• Challenge: creating effective messages, devising effective channel strategies
  29. 29. Marketing is a channel andmessage identification challenge
  30. 30. Has the consumer really changed?
  31. 31. Where does information hang-out when it gets Content liberated from its means of distribution?
  32. 32. Information (Google) spacePerformance space (Big) Data space
  33. 33. Conclusion• We live in a world shaped by the economics of information distribution• Information distribution is expensive, therefore communication = concise single messages delivered to the whole target audience• Social media is re-writing these rules