Scott Karp over at Publishing2.0 (see recommended blogs, left) draws our attention to this.
It includes the tellling line: "The monthly web audiences for P&G (Proctor and Gamble) and Unilever brands now easily swamp the audiences of many magazines and cable and syndicated TV shows where they advertise."
If media companies think they deliver audiences, big brands are already discovering that they can find their own. And how much more targeted are these?
For my money, this is another great example of the need for media companies to become expert in engagement marketing, rapidly - and ideally rather faster than the companies who pay them to reach audiences...
The further ahead you look - the faster you go | davidpcushman AT gmail.com | These are my views and my views only.
Showing posts with label media literacy. Show all posts
Showing posts with label media literacy. Show all posts
Thursday, December 07, 2006
Thursday, November 02, 2006
Skills for a 'participatory culture' world
Henry Jenkins has written a paper for the MacArthur Foundation which is all about what he calls: "participatory culture" and what this means for 'media literacy'.
He and colleagues have also identified core cultural competencies and social skills they believe the kids of today have got to pick up if they want to participate fully.
They also argue that many are acquiring these skills informally from the way they use digital media.
It might be useful to think of these alongside your own digital publishing plans. Does what you are offering allow participation on these levels:
Play – the capacity to experiment with your surroundings as a form of problem-solving
Performance – the ability to adopt alternative identities for the purpose of improvisation and discovery
Simulation – the ability to interpret and construct dynamic models of real world processes
Appropriation – the ability to meaningfully sample and remix media content
Multitasking – the ability to scan one's environment and shift focus as needed to salient details.
Distributed Cognition – the ability to interact meaningfully with tools that expand mental capacities
Collective Intelligence – the ability to pool knowledge and compare notes with others toward a common goal
Judgement – the ability to evaluate the reliability and credibility of different information sources
Transmedia Navigation – the ability to follow the flow of stories and information across multiple modalities
Networking – the ability to search for, synthesize, and disseminate information
Negotiation – the ability to travel across diverse communities, discerning and respecting multiple perspectives, and grasping and following alternative norms.
Read more HERE (start with the post by Alan Moore and move on to Jenkins own blog.
He and colleagues have also identified core cultural competencies and social skills they believe the kids of today have got to pick up if they want to participate fully.
They also argue that many are acquiring these skills informally from the way they use digital media.
It might be useful to think of these alongside your own digital publishing plans. Does what you are offering allow participation on these levels:
Play – the capacity to experiment with your surroundings as a form of problem-solving
Performance – the ability to adopt alternative identities for the purpose of improvisation and discovery
Simulation – the ability to interpret and construct dynamic models of real world processes
Appropriation – the ability to meaningfully sample and remix media content
Multitasking – the ability to scan one's environment and shift focus as needed to salient details.
Distributed Cognition – the ability to interact meaningfully with tools that expand mental capacities
Collective Intelligence – the ability to pool knowledge and compare notes with others toward a common goal
Judgement – the ability to evaluate the reliability and credibility of different information sources
Transmedia Navigation – the ability to follow the flow of stories and information across multiple modalities
Networking – the ability to search for, synthesize, and disseminate information
Negotiation – the ability to travel across diverse communities, discerning and respecting multiple perspectives, and grasping and following alternative norms.
Read more HERE (start with the post by Alan Moore and move on to Jenkins own blog.
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