It was the “good ole’ days” when mom was in the kitchen baking and kids were running around outside yelling Pow, Pow, Pow as they played cops and robbers often mimicking the scenes out of what was then a black and white TV screen. Well boy have times changed, today’s cops and robbers experience can take place plopped on the couch or in bed and unimaginably it’s even more realistic than real life. This is possible through the game console, costing a pretty penny, where with the purchase of a few “gadgets” an interactive, international-user experience emerges.
Overtime the diffusion of new media has allowed audiences to connect through networks forging collective intelligence and the knowledge economy where average people are not only users of content but producers. Now, we are all creative artists with this new networked economy posing a threat to mutually exclusive job titles. The existing shared collective intelligence online has created the emergence of Creative Industries describing the link between arts, media, and ICT sectors to get a “them and us” connection. These creative industries recognize the opportunities of these “prod-users” who are creating powerful and innovative user generated content. User generated content became part of the tech-language as online users began modifying, renewing, and interacting with content then sharing it via blogs, videos, or web pages. Creative Industries and various other “consumer-hungry” industries saw this as a chance to rejuvenate traditional media by taking advantage of this online user generated content. These users, immersed in the digital world, form the creative industries with their contribution of content or ideas responding to a part of our technoculture- Transmedia story-telling. More simply stated Transmedia Storytelling in connection with the Internet has resulted in users innovatively responding through mimicking, modifying, critiquing or renewing content from traditional stories. Today, user response and modification of content has become increasingly popular and legal for users- resulting in a more complex world and ultimately, a creative boom.
What does this all mean?
Basically since the cavemen we had pictures to represent daily activities, lives, and people. In time new innovations followed including printed media, TV, radio, phone, and the computer. Through all of these mediums generational patterns, events, and most of all stories were shared. Once upon a time, stories were confined to the medium in which they were shared. However, today traditional stories are modernized and outfitted to support multiple mediums and franchise efforts allowing the story to reach more audiences and live on. Creative Industries being money-hungry and savvy have taken advantage of modern technology and user generated content. Today media, film, TV, and entertainment industries retell traditional stories in innovative ways which allow interactivity, co-creation, and coordination with users and audiences. This world of audience-producer exchange allows the opportunity for a wide range of plots, stories, episodes and most of all new versions to emerge. In perspective, the burger flipper from Tennessee picking his noise could have an idea, share or post it online, and embarrass a whole boardroom of over-paid snobby creative directors who just couldn’t fathom what to do. It’s a scary thought and many industries are biting their nails trying to keep ahead.
The so called “aha moment” lies in the industries taking traditional stories and weaving in technology-spreading the franchise across multiple media platforms therefore offering a “more complete universe.” As a society we have all grown up with parents reading us books and listening to fairy tales, watching movies which turn into TV shows or vice versa. However with the emergence of digital media other extensions to the original traditional storyline emerged such as videogames, action figures, dolls, posters, home décor, kitchenware, towels, toys, clothing, recently the ever-powerful website, and much more. As a society we all watch a movie or TV show and expect another outlet to get more information, connection, interactivity, and specifically today-a website. Examples of traditional stories/ fairytales which have been franchised and re-told through generations include Scooby Doo, Cinderella, Batman, Matrix, Superman, Star Wars, Spiderman, and many more. All of these stories feature all extensions to offer a more “complete universe” allowing the audience to continue the story or adventure with their own ending or outcome. Specifically Scooby Doo debuted as a cartoon way back when, it then went on to become a movie with ‘real life’ characters, total of 12 videogames, party supplies, bedding, kitchen ware, clothes, board games, computer games, dolls of the characters, toys, and now website with downloads, mini videos, interactive games, and a “zoinks points” incentive where you get ‘unlocked exclusive content when you buy any Scooby Doo product.”(show on WB kids network- http://scoobydoo.kidswb.com/#)
Today, the digital world of Transmedia Storytelling is beginning to fundamentally undermine the current industries students and young adults want to pursue as a result of user generated content, collective intelligence, and the internet. As said before, that booger picking-fast food burger flipper from Tennessee, the ‘average Joe’, and any other member of society is now the competition. As a result we must strive to become knowledge workers in this new age.
In response, all current Creative Industries are taking precaution, more or less damage control before the damage occurs-which is predicted to be soon. So considering a career path in advertising it is crucial to take advantage of university resources, think as a knowledge worker, and ultimately challenge the status quo. Keeping up to date with industry reports and news is also beneficial to get someone ‘a step’ or two ahead of the game. According to the U.S. Department of Labor for advertising, the completion of an internship while the candidate is in school is highly recommended as far as education and training. Other more obvious requirements include vital computer skills and the ability to communicate in a foreign language, especially cities with large Spanish-speaking populations. (Anonymous, 2009) http://www.bls.gov/oco/ocoS020.htm#training Seek job career search enlightens job seekers in advertising that, “As media becomes more fragmented and consumers better educated, there is less emphasis on mainstream advertising. Now there’s the Internet, direct marketing, PR, viral advertising, ‘word of mouth’ and ambush marketing to consider. Parent companies of advertising agencies are buying specialist marketing services. Understanding the role each plays in the overall mix is crucial and agencies are seeking people who naturally think outside the square. Those looking to get into the media side should demonstrate a passion for and an awareness of the media environment. At the end of the day people respond to enthusiasm and passion – things that cannot be faked. However, to get a recruiter's attention in the first instance, you will need to create an outstanding resume.”(Anonymous, 2009) http://www.seek.com.au/career-resources/faqs/Advertising/index.ascx) Innovative ideas have emerged as it has become more crucial for job applicants to stand out. Katharine Hansen, with a Ph.D is a leading proponent of deploying storytelling for career advancement. She is an author, career guru, and instructor with a book called a Storied Career. After research, many people encourage capturing pivotal career moments through creative video or digital art form as a method to be remembered in the job interview process. This suggestion would seem to get the job done to stand out if used effectively, so it is wise to compile all creative works to share our individual life stories. In the end, the link between Transmedia Storytelling and Advertising lies in new requirement of employees to think completely outside the box while utilizing digital technologies, and possibly re-engaging audiences through traditional appeals or stories. Today it is crucial to consider the past, present, and future environment in order to creatively capture the audience by means of the popular digital media. Advertisers must adjust, adapt, and aim high to survive.
To conclude, if we look back in history traditional stories permeated culture because they reflect where and who we are at a particular time. This in short explains why traditional stories survive the ever changing economy, industries, and generations- they represent the worlds of the time they were created. Perhaps a representation of our generation would be similar to a Survivor episode with frantic efforts to outwit, outlast, and outplay the competition. I suppose, only time will tell what the future has in store for us.
References
A career in Advertising: What’s happening right now? (2009). Retrieved October 17, 2009, from: http://www.seek.com.au/career-resources/faqs/Advertising/index.ascx.
Advertising, Marketing, Promotions, Public Relations, and Sales Managers: Training, other qualifications, and advancement. (2008). Retrieved October 17, 2009, from:
http://www.bls.gov/oco/ocoS020.htm#training.
Hansen, K. (2008). Tell Me About Yourself: Storytelling that Propels Careers. Retrieved October 18, 2009, from: http://www.quintcareers.com/Storytelling_that_Propels_Careers.html.
Wednesday, October 21, 2009
Wednesday, October 14, 2009
Guiding Change to Communications Media
To understand who or what is driving changes to the communications media we must understand the past, present , and future with focus on the emerging existence of a Knowledge economy. This describes an economy where information and technology are central to wealth and creation through networked ICTS, media, and globalisation. Within the Knowledge economy is digital capitalism simply describing the business which takes place. Specifically, business in the knowledge economy thrives off of commodification.
Surviving in today’s economy and the future Knowledge Economy comes down to hypercapitalism or reorganising the foundations of economy and business structure. Basically it’s a “do or die” world where failure to adapt and integrate technology threaten business and personal opportunities. Andy Grove, the former chair of Intel said that by the mid-2000’s all companies will be Internet companies, or they won’t be companies at all (Economist, 1999).
In this economy are Knowledge workers described as idea producers and the ultimate information and communication processors. The role of these workers involves analysing information, thinking critically, producing new ideas, and working in teams.
When thinking in broader perspective all of this change is man-made. Man is responsible for revolutionary changes throughout history including the light bulb and since then has made further epic discoveries. These discoveries are made by the ‘super-creative core’ the ‘thought leaders’ which now make up twelve percent of the U.S. workforce. This creative class of people serve a large contribution to contemporary economic growth, accounting for 47% of wealth in the U.S. economy. This is where media companies come into the picture.
The link between communications media and people is that these “thought leaders” are the brains behind all of the innovative advertising campaigns which influence social norms, gender roles, stereotypes, language, culture, and also spending. So with today’s globalisation multiple audiences are being targeted resulting in our thoughts, feelings, and behaviours to be drawn from these media channels. This power over society can have vast implications on businesses, products, people and their reputations based on how stories or people are portrayed.A specific example of communication media’s power is the effect on the diffusion of innovations. With today’s communications media the instantaneous connection to networks and the publics response can quickly deem a product or new innovation a success or failure. As a result, the knowledge workers become more vital to all companies whose survival lies with the ability to sustain competitive advantage and produce new ideas.
These knowledge workers create the innovations, other knowledge workers create ads to promote these innovations, and the communications media provide the outlet to share the story with the world. When this outlet releases the story, the public responds by accepting, rejecting, or influencing new ideas completing the never-ending cycle.
The technological innovations have greatly affected all aspects of modern life. Today’s companies expect idea generators and the ability of employees to process and communicate information in an ever-changing environment. One profession affected by this digital age is Advertising, who relies on the creative power of the so called “knowledge workers” to keep ahead and survive in the highly competitive industry. Advertisers have utilized the technology and all forms of communications media to reach the intended markets. For example, product integration was discovered by Zazza describing digitally inserting a product into a TV show before air time allowing higher profit opportunity since company’s may compete for the same spot. Companies are desperate for brand awareness to compete in the global market so sky’s the limit to their advertising efforts. For example, Ford had American Idol contestants sing car songs such as “Mustang Sally”, and even parked a Mustang in the studio audience of Jay Leno (Rose, 2003). Another popular way to advertise has been introducing the season premiere of popular shows on TV. For example, Ford premiered the hit show 24 with actors driving all Ford cars. In this case, knowledge workers or advertisers are taking advantage of consumer reports and supporting/sponsoring those popular shows ensuring the target market or audience will be reached. Even popular programs such as TiVo have turned to advertising through selling customer data and disk space to advertisers (Rose, 2003). Some say TiVo can help advertisers and TV programmers because it maps out more specific markets making the advertisers job less involving.
The new digital age has forced advertisers to invent new ways to capture their target audience. Companies taking the risk and aiming for that shock factor include Quividi, Holosonic, and Xscape Ski centres. Quividi installs cameras systems in billboards with computer technology analysing the passing people. “We know this many people have walked in front of the screen, how many turned to face the ad, and how long they looked at it,” says Paolo Prandoni, Quividi’s chief scientific officer. “We can even tell their gender with an accuracy of 85% and measure who approaches to find out more.” This company also had digital adverts that change depending on the gender watching, and is in the process of upgrading its system to detect different ages and family groups. Quividi http://www.quividi.com/vidireports.html insists that no data is permanently recorded. Also a U.S. tech. company called Holosonic http://www.youtube.com/watch?v=x7jomMw8px8&feature=related has developed the audio spotlight (a system that fires a beam of sound onto a small area from a distance of more than sixty feet. The company claims the effect is to “entertain and startle” pedestrians without being audible to anyone outside the zone (Harris, 2008). One more inventive company is Xscape ski centres serving as the first UK location to use 3-D ads with images that “jump out” 2ft from the screen. These creative ideas are the result to meet the demands of the changing technological environment where “anything goes”.
The new world is filled with uncertainty and challenges in the economic environment. Ultimately, the thought leaders in the emerging Knowledge Economy are the brains behind the technological innovations and change transforming the modern world. In the end the consumer benefits from all the advancements because a competitive environment drives prices lower and quality assurance higher. Soon the “gloves must come out” for some industries and dependence on knowledge workers to come up with the next best thing is pivotal in the days ahead.
To conclude we are the product of our creations and in today’s society some are left in bewilderment and scepticism as to what is to come. So to be safe, we can only prepare for the worst and hope for the best.
Harris, M. (2008, June). Digital advertising is watching you. Retrieved October 3, 2009, from:
http://technology.timesonline.co.uk.html.
Rose, F. (2003). The fast-forward, on-demand, network-smashing future of television.
Retrieved October 6, 2009, from: http://www.wired.com/wired/archive/11.10/tv_pr.html.
Surviving in today’s economy and the future Knowledge Economy comes down to hypercapitalism or reorganising the foundations of economy and business structure. Basically it’s a “do or die” world where failure to adapt and integrate technology threaten business and personal opportunities. Andy Grove, the former chair of Intel said that by the mid-2000’s all companies will be Internet companies, or they won’t be companies at all (Economist, 1999).
In this economy are Knowledge workers described as idea producers and the ultimate information and communication processors. The role of these workers involves analysing information, thinking critically, producing new ideas, and working in teams.
When thinking in broader perspective all of this change is man-made. Man is responsible for revolutionary changes throughout history including the light bulb and since then has made further epic discoveries. These discoveries are made by the ‘super-creative core’ the ‘thought leaders’ which now make up twelve percent of the U.S. workforce. This creative class of people serve a large contribution to contemporary economic growth, accounting for 47% of wealth in the U.S. economy. This is where media companies come into the picture.
The link between communications media and people is that these “thought leaders” are the brains behind all of the innovative advertising campaigns which influence social norms, gender roles, stereotypes, language, culture, and also spending. So with today’s globalisation multiple audiences are being targeted resulting in our thoughts, feelings, and behaviours to be drawn from these media channels. This power over society can have vast implications on businesses, products, people and their reputations based on how stories or people are portrayed.A specific example of communication media’s power is the effect on the diffusion of innovations. With today’s communications media the instantaneous connection to networks and the publics response can quickly deem a product or new innovation a success or failure. As a result, the knowledge workers become more vital to all companies whose survival lies with the ability to sustain competitive advantage and produce new ideas.
These knowledge workers create the innovations, other knowledge workers create ads to promote these innovations, and the communications media provide the outlet to share the story with the world. When this outlet releases the story, the public responds by accepting, rejecting, or influencing new ideas completing the never-ending cycle.
The technological innovations have greatly affected all aspects of modern life. Today’s companies expect idea generators and the ability of employees to process and communicate information in an ever-changing environment. One profession affected by this digital age is Advertising, who relies on the creative power of the so called “knowledge workers” to keep ahead and survive in the highly competitive industry. Advertisers have utilized the technology and all forms of communications media to reach the intended markets. For example, product integration was discovered by Zazza describing digitally inserting a product into a TV show before air time allowing higher profit opportunity since company’s may compete for the same spot. Companies are desperate for brand awareness to compete in the global market so sky’s the limit to their advertising efforts. For example, Ford had American Idol contestants sing car songs such as “Mustang Sally”, and even parked a Mustang in the studio audience of Jay Leno (Rose, 2003). Another popular way to advertise has been introducing the season premiere of popular shows on TV. For example, Ford premiered the hit show 24 with actors driving all Ford cars. In this case, knowledge workers or advertisers are taking advantage of consumer reports and supporting/sponsoring those popular shows ensuring the target market or audience will be reached. Even popular programs such as TiVo have turned to advertising through selling customer data and disk space to advertisers (Rose, 2003). Some say TiVo can help advertisers and TV programmers because it maps out more specific markets making the advertisers job less involving.
The new digital age has forced advertisers to invent new ways to capture their target audience. Companies taking the risk and aiming for that shock factor include Quividi, Holosonic, and Xscape Ski centres. Quividi installs cameras systems in billboards with computer technology analysing the passing people. “We know this many people have walked in front of the screen, how many turned to face the ad, and how long they looked at it,” says Paolo Prandoni, Quividi’s chief scientific officer. “We can even tell their gender with an accuracy of 85% and measure who approaches to find out more.” This company also had digital adverts that change depending on the gender watching, and is in the process of upgrading its system to detect different ages and family groups. Quividi http://www.quividi.com/vidireports.html insists that no data is permanently recorded. Also a U.S. tech. company called Holosonic http://www.youtube.com/watch?v=x7jomMw8px8&feature=related has developed the audio spotlight (a system that fires a beam of sound onto a small area from a distance of more than sixty feet. The company claims the effect is to “entertain and startle” pedestrians without being audible to anyone outside the zone (Harris, 2008). One more inventive company is Xscape ski centres serving as the first UK location to use 3-D ads with images that “jump out” 2ft from the screen. These creative ideas are the result to meet the demands of the changing technological environment where “anything goes”.
The new world is filled with uncertainty and challenges in the economic environment. Ultimately, the thought leaders in the emerging Knowledge Economy are the brains behind the technological innovations and change transforming the modern world. In the end the consumer benefits from all the advancements because a competitive environment drives prices lower and quality assurance higher. Soon the “gloves must come out” for some industries and dependence on knowledge workers to come up with the next best thing is pivotal in the days ahead.
To conclude we are the product of our creations and in today’s society some are left in bewilderment and scepticism as to what is to come. So to be safe, we can only prepare for the worst and hope for the best.
Harris, M. (2008, June). Digital advertising is watching you. Retrieved October 3, 2009, from:
http://technology.timesonline.co.uk.html.
Rose, F. (2003). The fast-forward, on-demand, network-smashing future of television.
Retrieved October 6, 2009, from: http://www.wired.com/wired/archive/11.10/tv_pr.html.
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