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PR and new media 2010 4

Page history last edited by Richard Bailey 9 years, 7 months ago

PR and new media

MSc Corporate Communications module

October 2010-January 2011




One: Assignment

Two: Talking points

Three: Context


Five: Strategy and policy

Six: Issues

Seven: Sources and reading


4. Concepts



Digital natives v digital immigrants

Article by Marc Prensky (part onepart two)


An 18-year old new student / new elector was born in the 1990s. They were children when the WWW was new and when Google was launched. This is their world.


Digital natives Digital immigrants
Grew up with Google Older than the web
Multitasking, hypertext Linear processes
Parallel Sequential
Crave interactivity Prefer to concentrate
Learn through computer games Learn through reading
Twitch-speed Discussion of issues, trends
Graphics before text Text before graphics

Source: Marc Prensky


Push v pull


Push Pull
Newsletter Website content
Website content RSS syndication
News release Word of mouth
Broadcast Narrowcast
Speech Conversation


Publish, then filter


"The media landacape is transformed, because personal communication and publishing, previously separate functions, now shade into one another. One result is to break the older pattern of professional filtering of the good from the mediocre before publication; now such filtering is increasingly social, and happens after the fact."

Shirky 2008, Chapter 4


Open source movement


> Open source software is an alternative to private, proprietary code (eg Firefox v Internet Explorer)

> Wikipedia is an 'open source' encyclopedia

> Open source concepts are now being applied to marketing and democracy

> Why do people do things for free? 'Psychic Capital' (Groundswell); Tribes (Godin)

> Crowdsourcing involves many minds in solving problems


Private v public 


> Where is the boundary between work and play (eg Facebook, YouTube)?

> How can we control what appears in the public domain?

> How can we manage our personal and corporate reputation?


Channels v audiences


> Mass media is a channel rather than an audience

> But what about blogs - individual or media entity?

Audience or community (Chris Brogan)



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