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University of Minnesota Communicators Forum

“The Matrix," or Communicating in a Web 2.0 World

Teaser excerpts from Aki Spicer KeynoteJune 25, 2008

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“The future is here.

It’s just not evenly distributed yet.”

William GibsonWriter and Futurist

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The problem with judging the future: we canonly evaluate it in context of our immediatepast.

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…this is why today’s automobile is still valued in“horsepower”.

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Consider that our early motion pictures weredeveloped using the language and conventions ofthe stage shows which immediately preceded it.

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…early television was first operationalized asmerely radio vaudeville, brought into our livingrooms.

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Every new media is hostage (at first) to theexpectations of old media.

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This is why the best offering on Joost,interactive TV, is vintage episodes of old TV.

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And in this age of unbridled access andparticipation, the model for mass interactivityis still a souped up game show.

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“We look at the present through a rear-view

mirror. We march backwards into the future.”

Marshall McLuhan

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This is the dilemma that today’s advertisersfind themselves: c/rudely imposing old rulesupon a new game.

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And so, expect that we are alwaysunderutilizing the fullest potential oftomorrow’s technology until we can completelysever our old expectations.

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The social media opportunities for your brandswill not be unlocked without some radicalshifts from the old way of communications.