We were exploring how the Message gets to the Audience, as it happens when studying Communication, but this time the process was a bit more complex and the exploring a bit more practical.
The brand – Content: text, graphics, audio, video or application,
Is Distributed – on internet, hardware (cd, videotape, etc), waves, …
Via Cross Media Form– podcast, blog, video sharing, TV program, SMS,…
Onto a Display – TV set, computer, iPhone, mp3 player, cinema,…
And it finally gets to the Audience/participants.
One of the most important changes in the New Media Hierarchy is reflected by the concept of the Long Tail ‘retailing concept describing the niche strategy of selling a large number of unique items in relatively small quantities’ (Wikipedia). The concept was made popular by Chris Anderson in an October 2004 Wired magazine article, in which he mentioned Amazon.com and Netflix as examples of businesses applying this strategy. Anderson elaborated the Long Tail concept in his book “The Long Tail: Why the Future of Business Is Selling Less of More”. On the head of the curve there are a few items that are desired and acquired by a big part of the audience, whereas on the tail of the curve there are a lot of items that are desired and acquired by a few members of the audience. Book sniffers would be at the tail. In the New Media Hierarchy there are three main evil empires: Google, Apple and the BBC, says Jennifer Wilson. They have all the power, and their strategy is to make sure that balance doesn’t change. Here some Facebook Statistics and YouTube Statistics to think about.
That day I discovered the YouTube Remixer, I learned that a referral is the contrary to a link back; segmentation refers to different audience interested in different sectors; CPMS- Content Production Managing Service; mySQL- database language frequently used for open source; BitTorrent was a file sharing application. Heard other new concepts like ‘netiquette’, and that for the purpose of the course -and to understand each other- we would call a story, our story, a “brand”!
Got back home with an endless ‘to do’ list on my notebook.
22nd of February 2010.