social media and publicityin the Web 2. 0 media landscape
my background
understanding publicity, identity, the role of the media and culture in society
3 historical stages of mediaanalogue, electronic, digital
4 historical stages of digitalinternet, web 1, web 2, semantic web
identity before the media
camp fires and villagesLawrence Lessig, Free Culture - regulation of identity and cultural production
magic and myththe aural tradition and limited movement created the possibility for magic to happen at the edge of the forest
geography and transportlocal knowledge, regional dialects, conflict
medical sciencebegan to look inward for explanations, further dissolving the myths of external influence
industrial revolutionthe locomotive compresses space and time
communications technologythe telephone, telex and fax compress time and space
the printing presscontributed to the creation of modern democracies
the public and the pressthe press informed the public of political and economic events
the value of informationin a deliberative democracy there are certain assumptions: rational debate, free and fair press and a governing structure that can be petitioned and reasoned with
sensationalismat the turn of the century, the press becomes increasingly commercialised
globalisationglobalisation, following WWI results in increased commercial interests and the nationalisation of media
privatisationwith the advent of cable TV, Western policy tends towards privatisation of the media
commercialisationprivatisation results in an increase focus on entertainment media
televisioncommercial news broadcasting results in the thirty-second sound byte
politicsfundamentally affected by the way the media structure the message - and this is in response to commercial imperatives
the role of informationnews becomes increasingly difficult to monetise, by comparison
newspapers remain a bastion of liberal and fair comment and reporting
knowledge the media, in combination, form the basis for knoweldge about the world
2 ways to understand this reflective + representation, constitutive
The Internet near instant communication, email, gopher and FTP
Web 1 old publishing models shifted to new media, one to many, content repurposing
The Crash the problems with the structure of corporate financing compound and lead to the bursting bubble
Web 2 O’Reilly, old technologies used in new ways, change in browser tech leads to AJAX, RSS becomes the glue, the birth of social networking and blogging
media impact Cold War/ GWOT distrust, citizen journalism, increased demands for transparency
convergence/integration structural imperatives for daily publications to integrate newsrooms
convergence/integration media convergence, EC Act, ICASA and new broadcasting licenses
what is the media? hybrid of carriers and uses across multiple platforms and technologies
the public/culture now use the media as a channel for identity creation/management
semantic web / web 3response to structural flaws in web data, a web under the web
other trajectoriesearth as navigation, location-aware devices, the metaverse
implications for PRincreasingly complex social environment
implications for PRunwritten rules for communication
implications for PRsubstantial technology underpinning
implications for PRmany platforms are unproven but early adoption is always a benefit
implications for PRtraditional media are opening up access to their publishing spaces via social media elements like comments
implications for PRmassive potential for timeous, targeted and successful communication
implications for PRrole of marketing and IT need to be more clearly defined
thank you and discussion