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What’s new
media good for
anyway?
!$%&W
…and who am I
to tell you?
Today we’ll tackle	
•  Questions for emerging media projects
•  Why we need better models and methods
•  A first attempt at a new impact language
•  Examples from my own work
•  An example from an emerging field: VR
But first:
a bit of show and tell
[
Questions for
emerging media
projects
!$%&W
Q1: How new is this?
Is it even media?
Q2: Is this even media?
Q3: Where is this in
the hype cycle?
Q4: What are the
points of
connection?
"
Q5: What’s the
point of the
connection?
"
Why we need
new models
& methods
bxisy
What do we mean
when we say
“engagement”?
It’s not just
“reach” or
“attention minutes”
My favorite definition
But, it depends, right?	
•  Communities of practice
•  Goals of the maker or outlet
•  Platform affordances
•  Audience needs
•  Funder expectations M
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
The issue is not
methodology.
It’s mindset.
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
A first attempt
at a new impact
language
!$%&W
Initial impact models:
What do makers need?	
•  To put their media projects in context
•  To talk through goals and strategies
•  To communicate quickly and cleanly
•  To mix and match platforms and outcomes
•  To understand relationships with audience
a to z
abcdefghijklmn
opqrstvwxyz
1 to 0
1234567890
A to Z
ABCDEFIKL
MNPQRSTUVWXZ
! to )
!@#$%^&
everything else
-+<>|=
={}[]
’:~/
¢€€™£®©
plus, lots of
;
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?
A few examples
from my own
work
1567B
Tell impact stories	
Political TV Ad Archive:
1 + / + B + 6 =
i[j8.
Clarify strategy	
iSeeChange
phase 1
c + y + p + Q + r =
5 + 7 + 6 + x
phase 2
u + / + : + W + 9 = n
An
example from
an emerging field
!@eEQ
How did it work?	
Uncritical discourse about
Clouds over Sidra :
!= E
Closer look at points of connection:
! + / + h + 7 + b =
Emj
Pondering new models	
! + E = q
! + F = q
! + T = q
Suggested
metrics:
•  Amount of VR
content
•  Number of
headsets
•  Number of
journalism VR
apps
•  Amount of direct
advertising
We can do better
at making new
media do good.
TQ

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What's New Media Good For Anyway?