PR and new media
MSc Corporate Communications module
October 2010-January 2011
Agenda
One: Assignment
Two: Talking points
Three: Context
Four: Concepts
Five: Strategy and policy
Six: Issues
Seven: Sources and reading
4. Concepts
Digital natives v digital immigrants
Article by Marc Prensky (part one; part 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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