media power
DESCRIPTION
some slide prepped for non-medis students, talking about the 2 communications revolutions. Inspired by John Naughton's bookTRANSCRIPT
Media Power?From Gutenberg to Zuckerberg
Power to disrupt…
• Human behaviour• Ideas• Economics• Businesses• Politics• Belief systems
Johannes GutenbergMainz
1398-1468
Pope Pius II (1455)
‘a most marvellous man had been promoting the Bible’‘one could read it without glasses’
Disruptive by design…
• Mass production• Advertising• Intellectual property• Accessibility• Religion• Scholarship• Science• Childhood
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‘dumb network’
• TCP/IP routing• The ‘end-to-end’ principle• Open and innovative
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When something online is free, you’re not the customer,
you’re the product.
From a Google perspective, you're not the customer. The ad service buyer is the customer. You're the commodity. By making you a more attractive commodity, i.e. by making sure to only serve you an ad if you are in the target population for it, they are making the ads pay better for their customers, and they can reap a large part of the difference to their competitors, the other ad services
- Liorean, 2004
Perhaps … you're not the customer any more. You're simply a "resource" to be managed for profit …Who is the customer? Not you, whose life is reduced to someone else's salable, searchable, investigatable data. The customer is everyone who wishes to own a piece of your life.
- Claire Woolfe, 1999
Uploaded to Vimeo 20th Feb 2012. Uploaded to YouTube 2 March 2012. As of 29th March 2012 each site has had 17.7 million and 85.9 million views respectively
17th March: Jason Russell of Invisible Children is detained by police for public nudity , making sexual gestures
Not all brands benefit from the social strategies of other companies as Kryptonite found out when their expensive bicycle locks found themselves the subject of some unwanted attention
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Play video
Web video (powered by Google for free!) has given any one of the us the chance to be famous by giving us the power to get our messages across.
Web video (powered by Google for free!) has given any one of the us the chance to be famous by giving us the power to get our messages across. But how can we be successful against such odds? What are the key factors in securing success in a crowded space?
72+ hours of video uploaded every minute!
3 hours of video every minute from mobile devices
< TINY tiny tiny % of videos have 1 million+ views
getting noticed
Play video
Yosemite Mountain Bear didn’t set out to create a viral video. He just wanted to share the amazing thing he’d just seen
tastemakers
This video had been around a while before it’s viral success. Originally uploaded in early February 2011, but saw a spike in traffic around mid-March. Why? Well, it was Friday, but a group of influential tastemakers shared this with a wider group of friends (eg Tosh.O, Michael J. Nelson from MST tweeted about it, bloggers, etc) and a community grew up around this inside joke.
> 10,000 parodies exist!
Saturday
ThursdayWednesdayTuesday
MondaySunday
participation
Cats even watched other cats watching other cats watching this video…
What’s significant is that the original video inspired a number of creative spin-offs. There were many different remixes with international themes. A mash-up community emerged off the back of a silly joke, but what’s crucial was that anyone cold participate in it.
randomness
Who could have predicated any of this? Nobody. But the ability to share something quickly, for it to gain traction in noticeable ways, before being amplified throughout communities looking for unexpected things. These elements are key to the success of viral media.
One of the key aspects of features of viral success stories is the emphasis being placed on their social dimensions. By enabling products to be easily shared, embedded or passed on, they take advantage of the human drive for sociability.
Social
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There are, of course, dangers associated with this new found power to share, remix and recirculate digital content. Just ask Jessi Slaughter or Star Wars Kid… Digital technology and the internet are powerful tools and with power comes responsibility.
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