What's New Media Good For Anyway?

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In April 2016, Jessica Clark delivered this presentation on her research into the impact of emerging forms of media as a Senior Fellow at the Media Impact Project at USC Annenberg's Norman Lear Center.

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What's New Media Good For Anyway?

  1. 1. What’s new media good for anyway? !$%&W
  2. 2. …and who am I to tell you?
  3. 3. Today we’ll tackle •  Questions for emerging media projects •  Why we need better models and methods •  A first attempt at a new impact language •  Examples from my own work •  An example from an emerging field: VR
  4. 4. But first: a bit of show and tell [
  5. 5. Questions for emerging media projects !$%&W
  6. 6. Q1: How new is this?
  7. 7. Is it even media?
  8. 8. Q2: Is this even media?
  9. 9. Q3: Where is this in the hype cycle?
  10. 10. Q4: What are the points of connection? "
  11. 11. Q5: What’s the point of the connection? "
  12. 12. Why we need new models & methods bxisy
  13. 13. What do we mean when we say “engagement”?
  14. 14. It’s not just “reach” or “attention minutes”
  15. 15. My favorite definition
  16. 16. But, it depends, right? •  Communities of practice •  Goals of the maker or outlet •  Platform affordances •  Audience needs •  Funder expectations M
  17. 17. People get stuck •  Applying assumptions from previous platforms or commercial settings •  Searching for a single impact equation •  Reinventing the research wheel •  Not consulting users soon or often enough •  Confusing intention with success
  18. 18. The issue is not methodology. It’s mindset.
  19. 19. Useful approaches: •  Developmental evaluation •  Experimental, embedded, espouses bricolage over rigid methodology •  Design thinking •  Hands-on, user-focused, visual inquiry •  Lean startup •  Rapid iteration, minimum viable products, practice trumps theory
  20. 20. A first attempt at a new impact language !$%&W
  21. 21. Initial impact models:
  22. 22. What do makers need? •  To put their media projects in context •  To talk through goals and strategies •  To communicate quickly and cleanly •  To mix and match platforms and outcomes •  To understand relationships with audience
  23. 23. a to z abcdefghijklmn opqrstvwxyz 1 to 0 1234567890
  24. 24. A to Z ABCDEFIKL MNPQRSTUVWXZ ! to ) !@#$%^&
  25. 25. everything else -+<>|= ={}[] ’:~/ ¢€€™£®©
  26. 26. plus, lots of ;
  27. 27. Back to basics How can we use these icons to clarify: •  What the media project is? •  How it engages users for social impact? •  What that suggests we should evaluate? •  What happens next?
  28. 28. A few examples from my own work 1567B
  29. 29. Tell impact stories Political TV Ad Archive: 1 + / + B + 6 = i[j8.
  30. 30. Clarify strategy iSeeChange phase 1 c + y + p + Q + r = 5 + 7 + 6 + x phase 2 u + / + : + W + 9 = n
  31. 31. An example from an emerging field !@eEQ
  32. 32. How did it work? Uncritical discourse about Clouds over Sidra : != E Closer look at points of connection: ! + / + h + 7 + b = Emj
  33. 33. Pondering new models ! + E = q ! + F = q ! + T = q
  34. 34. Suggested metrics: •  Amount of VR content •  Number of headsets •  Number of journalism VR apps •  Amount of direct advertising
  35. 35. We can do better at making new media do good.
  36. 36. TQ

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