The document discusses the evolving nature of communication in the 21st century, highlighting the shift from traditional media to interactive technologies and the importance of understanding cultural influencers. It emphasizes that effective communication must adapt to new norms such as simplicity, credibility, and emotional engagement while embracing trends and collaboration. The author, David, is a communications specialist with diverse experience and interests, advocating for innovative approaches in various fields.

1. How to communicate in an evolving cultural spaceA Brief Communications Philosophy for the 21st Century

2. The cultural landscape is changing rapidly…

3. from brands …

4. … to lifestyle

5. From margins …

6. … to movements

7. from volunteering …

8. … to activism

9. and fromculture jammers …

10. … to culture creators.

11. And within this changing cultural environment communication needs to evolve too…

12. from broadcast mediums …

13. … to interactivetechnologies

14. from traditional media …

15. … to social media

16. from product fads …

17. … to viral memes

18. and from mass marketing …

19. … to targeting tribes and finding 1000 true fans.

20. Today, to communicate effectively means knowing what makes ideas stick…Simplicity UnexpectednessConcretenessCredibilityStoriesEmotions

21. ... it means knowing who the cultural influencers are …ConnectorsMavensSalespeople

22. … and it means understanding the norms of the Net Generation. FreedomEntertainmentCustomizationScrutinyIntegrityCollaborationSpeedInnovation

23. It also means being the first to spot trends …

24. … to let go of control

25. … to invest in young talent

26. … to build global networks

27. … and develop online and offline strategies to deliver your message.

28. Of course none of this is easy…

29. but “the fact that something is difficult must be one more reason to do it” - Rilke

30. ABOUT THE AUTHORDavid is an communications specialist with a breadth of experience in the fields of health care, education, entertainment and business, as well as a broad interest in issues related to human rights advocacy, gender justice, poverty alleviation, mental health promotion, youth empowerment, policy studies and digital activism.Contacthttp://www.linkedin.com/in/dvenn