Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Communication Architecture:  The Experience  is the Message Javier Velasco M. November 11 th New Horizons IA Retreat. Sant...
People  (excerpts)   by King Crimson (Words by Adrian Belew) People are the main spring Turning the world around People, t...
<ul><li>Design of communication campaigns </li></ul><ul><ul><li>Message </li></ul></ul><ul><ul><li>Media </li></ul></ul><u...
Social Communication Curriculum Communication Theory Social Sciences Research Advertising (process) Visual  Design Copywri...
Internet, the new Medium
<ul><li>Claude Shannon, 1948 </li></ul>Communication Theory: Information Theory Sender – Message – Channel – Receiver – Ef...
<ul><li>Paul Watzlawick & Palo Alto Group, 1960s </li></ul>Communication Theory: Interactional View Axiom 1: One Cannot No...
<ul><li>… in Classification </li></ul><ul><ul><li>“ War in Iraq” </li></ul></ul><ul><ul><li>Society  >  International Conf...
<ul><li>…in </li></ul><ul><li>Interaction </li></ul><ul><li>Design </li></ul>Information Architecture: One Cannot Not Comm...
Paul Watzlawick & Palo Alto Group, 1960s Communication Theory: Interactional View Axiom 3: Communication = Content + Relat...
<ul><li>“…  Sound  content  helps both parties to get to know one another better, creating a mutually beneficial  connecti...
<ul><li>Humberto Maturana & Francisco Varela, 1970s </li></ul>Communication Theory:  Biology of Knowledge Communication = ...
Information Architecture: Behavior Coordination Corporate Websites Communities Social Software
by: soldierant
<ul><li>“… Content  is interesting only in the way it allows readers to  successfully   perform some task , while creators...
Processes
Processes : Stage 1/4
<ul><li>Positioning Map </li></ul>www.marketingteacher.com Social Communication:  Analysis
<ul><li>SWOT Analysis </li></ul><ul><ul><li>Strengths  - own </li></ul></ul><ul><ul><li>Weaknesses  – own </li></ul></ul><...
Processes : Stage 2/4
<ul><li>Central Communication Concept </li></ul><ul><ul><li>What to Say </li></ul></ul><ul><ul><ul><li>With MC you can buy...
<ul><li>Building a Vision of Design Success </li></ul><ul><ul><li>“It captures the  essence  of what you hope to  accompli...
Processes : Stage 3/4
Processes : Stage 4/4
<ul><li>Home page as Communication </li></ul><ul><ul><li>“ A home page is a  communication  device.  This implies that hom...
Information Architecture through  the view of Social Communication:  The Experience is the Message Javier Velasco M. [emai...
Upcoming SlideShare
Loading in …5
×

Communication Architecture: The Experience is the Message

6,657 views

Published on

This is a presentation I gave at the 2005 Information Archtiecture Summit in Montreal. And later tweaked it a bit to present again in the Santa Cruz retreat in 2006.

Published in: Technology, Education
  • Such a simple, true and relevant presentation. Thank you for sharing this!!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Communication Architecture: The Experience is the Message

  1. 1. Communication Architecture: The Experience is the Message Javier Velasco M. November 11 th New Horizons IA Retreat. Santa Cruz, Chile
  2. 2. People (excerpts) by King Crimson (Words by Adrian Belew) People are the main spring Turning the world around People, they’re the main spring Spinning this world upside down Photos : Carnaval 2005, Rio de Janeiro / terra.com.br
  3. 3. <ul><li>Design of communication campaigns </li></ul><ul><ul><li>Message </li></ul></ul><ul><ul><li>Media </li></ul></ul><ul><li>Applications: </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Propaganda </li></ul></ul><ul><ul><li>Marketing </li></ul></ul><ul><ul><li>Education </li></ul></ul>What is Social Communication?
  4. 4. Social Communication Curriculum Communication Theory Social Sciences Research Advertising (process) Visual Design Copywriting Marketing Non-verbal Communication Semiotics Creative Workshop Social Psychology Audio-Visual Communication Resources & Media
  5. 5. Internet, the new Medium
  6. 6. <ul><li>Claude Shannon, 1948 </li></ul>Communication Theory: Information Theory Sender – Message – Channel – Receiver – Effect – Feedback Information Theory
  7. 7. <ul><li>Paul Watzlawick & Palo Alto Group, 1960s </li></ul>Communication Theory: Interactional View Axiom 1: One Cannot Not Communicate
  8. 8. <ul><li>… in Classification </li></ul><ul><ul><li>“ War in Iraq” </li></ul></ul><ul><ul><li>Society > International Conflicts > Terrorism > War on Terror </li></ul></ul><ul><ul><li>Economics > Fuel > Oil </li></ul></ul>Information Architecture: One Cannot Not Communicate
  9. 9. <ul><li>…in </li></ul><ul><li>Interaction </li></ul><ul><li>Design </li></ul>Information Architecture: One Cannot Not Communicate
  10. 10. Paul Watzlawick & Palo Alto Group, 1960s Communication Theory: Interactional View Axiom 3: Communication = Content + Relationship
  11. 11. <ul><li>“… Sound content helps both parties to get to know one another better, creating a mutually beneficial connection . </li></ul><ul><li>… user experience design of websites not as a matter of managing content , but as a matter of nurturing and maturing relationships .” </li></ul>Peter Merholz, January 2005 Information Architecture: Communication = Content + Relationship
  12. 12. <ul><li>Humberto Maturana & Francisco Varela, 1970s </li></ul>Communication Theory: Biology of Knowledge Communication = Behavior Coordination
  13. 13. Information Architecture: Behavior Coordination Corporate Websites Communities Social Software
  14. 14. by: soldierant
  15. 15. <ul><li>“… Content is interesting only in the way it allows readers to successfully perform some task , while creators achieve an organizational goal .” </li></ul>Peter Merholz, January 2005 Information Architecture: Behavior Coordination
  16. 16. Processes
  17. 17. Processes : Stage 1/4
  18. 18. <ul><li>Positioning Map </li></ul>www.marketingteacher.com Social Communication: Analysis
  19. 19. <ul><li>SWOT Analysis </li></ul><ul><ul><li>Strengths - own </li></ul></ul><ul><ul><li>Weaknesses – own </li></ul></ul><ul><ul><li>Opportunities - others </li></ul></ul><ul><ul><li>Threats - others </li></ul></ul>Social Communication: Analysis
  20. 20. Processes : Stage 2/4
  21. 21. <ul><li>Central Communication Concept </li></ul><ul><ul><li>What to Say </li></ul></ul><ul><ul><ul><li>With MC you can buy anything </li></ul></ul></ul><ul><li>Central Creative Concept </li></ul><ul><ul><li>How to Say it </li></ul></ul><ul><ul><ul><li>There are some (PRICELESS) things that money can’t buy, for everything else, there’s MC. </li></ul></ul></ul><ul><ul><ul><ul><li>Tone: Emotional / Humorous </li></ul></ul></ul></ul>Social Communication: Strategy
  22. 22. <ul><li>Building a Vision of Design Success </li></ul><ul><ul><li>“It captures the essence of what you hope to accomplish .” </li></ul></ul><ul><ul><li>“ Reminders of a shared vision are invaluable” </li></ul></ul><ul><ul><li>“…if we incorporate vision into our work, our work is more targeted , more effective and more meaningful .” </li></ul></ul><ul><ul><li>“… the vision must be clear , meaningful and shared .” </li></ul></ul>Information Architecture: Strategy Christina Wodtke, December 2003
  23. 23. Processes : Stage 3/4
  24. 24. Processes : Stage 4/4
  25. 25. <ul><li>Home page as Communication </li></ul><ul><ul><li>“ A home page is a communication device. This implies that home pages should/could/might be usefully analyzed from within communication theory ...” </li></ul></ul>Denis Hlynka. April 1996 Galvanizing quote
  26. 26. Information Architecture through the view of Social Communication: The Experience is the Message Javier Velasco M. [email_address] <ul><li>Thanks! </li></ul><ul><li>Bring your questions on… </li></ul><ul><li>Special Thanks: </li></ul><ul><li>Peter Merholz </li></ul><ul><ul><li>Dennis Schelicher </li></ul></ul><ul><ul><li>Christina Wodtke </li></ul></ul>

×