Transcript Digital Stucco, Convergent Media and Social Consensus in the

Digital Stucco
How the Interactive Mode of Communication
is changing the media environment
Hiram Enriquez
Convergent Modes of Communication
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“Second Media Age”
New Mode of Communication
Traditional vs. interactive
Paradigm shift: the “digital stucco metaphor”
Convergent modes of communications
Innovation
Stucco?
“Stucco exorcises the unlikely confusion of matter
into a single new substance, a sort of general
equivalent of all the others.”
J. Baudrillard, Simulations (1983)
The evolution of the sign
Cult
of originals
Counterfeit
(theater,
stucco)
Mechanical
Reproduction
(mass
production)
Simulation
(code,
constant
polling)
Digital Stucco
Homogenizing substance
 Represents other matters and objects
 Contains both mass production and
personalization
 Vocation for originality (open
production/ handcraft)
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Click me!
Comparing Modes of Communication
Category
BMC
IBC
Content Production
Restrictive
Open
Message
Linear (Channels)
Non-linear
Exchange
Passive (feedback)
Active (interaction)
Reception
Audience (massive,
fragmentation)
Users
(Personalization)
Plane of
communication
Hierarchical
Non-hierarchical
Commodity
Space/Time
Attention
Point of convergence
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Modes of communication
coexist
Mass media “life cycles”
(Shaw)
 Historical prestige
 Power
 Market penetration
Expansion off all media in
growing economy
Rearrangement of same
slice of “advertising pie”
Consumers/advertisers shift
preferences
Scrripps' rationale
4-5%
GNP
Mass Media
Point of convergence
Total media
Internet
Total w/o Int.
2005
2.8
30.3
1.7
2006
3.7
26.8
2.5
2007
1.4
15.5
0.6
2008
3.0
17.5
2.0
2009
-1.9
9.8
-2.8
2010
-1.4
6.8
-2.1
source: eMarketer, September 2006
benchmark for online: IAB/PWC
benchmark for total: Univ. McCann
last full year: 2005
Online advertising growth
Online advertising revenues “reached a new record
of $4.1 billion for the third quarter of 2006,”
according to the Interactive Advertising Bureau
and PricewaterhouseCoopers (up 33% YoY).
Consequences
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Shift in accommodations: substituting
immutable accommodations in traditional
media for a more fluid environment.
Larger accommodation articulates between
modes of communications: the power of
emergence.
Multiple producers exercise power over the
text of traditional media, end of the “finished
product.”
Mainstream media discourse becomes point
of reference
Opportunities for innovation
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Discovery
 What audiences know they need to know
 What they didn’t know they need to know
Meeting platforms
 Communities of like-minded individuals
Sharing in the agenda
 Aggregation/trend spotting