1. Session 2History, theory and the future

2. The aim of this session To understand the role of media in shaping modern societies To understand the rules of media To see how social media plays to a different set of rules 3. Why did it happen? All at the same time In Europe (why didnt Chinahave a Renaissance?) 4. 1450 5. Printing and science Made existing knowledge more available 6. Printing and science Solved the preservation and standardisationproblem 1543 De humani corporis fabrica Andreas Vesalius 7. Printing and science Allowed new ideas to be built upon existingknowledge, rather than being seen asdestroying knowledge. Knowledge became anevolving process, not a fixed orthodoxy.AristotleCopernicus Kepler 8. Printing and science Prevented authorities from supressinginconvenient truths 9. Printing and religion 10. Printing and institutionsMoneylenders Banks 11. Printing and popular cultureMass entertainment beforeMass entertainmentthe book after the bookEntertainment became an intellectual, individualexperience, but . 12. Printing and popular cultureEntertainment became a common, massexperience (everyone sharing the same story) 13. Printing and popular culturePietro Aretino: Ragionamenti (WhoreDialogues): sex lives of wives, whores andnuns are compared and contrasted One of the most popular books of the 15th century Aeneas Sylvius Piccolomini 14. An interesting thing No-one realised the significance of the role of printing at the timeWe took the technology for granted and it became invisible 15. Did the woollymammoths think itwas cold? 16. Conclusion Printing (and its extension into other forms ofmedia) played a fundamental role in theshaping of modern society We live in a Print Culture (Mass MediaCulture) While the effects of print culture are highlyvisible and closely studied, the basic ruleswhich control it are hidden and little studied 17. The euro crisis 18. The rules are changing 19. What are the Gutenberg Rules? Its purpose Its intended audience Its editorial policy - how and why it selects its content 20. Why is it like this 21. The Rules The means of information distribution controlwhat information is distributed Because information distribution is expensive,the only information that gets distributed isinformation of mass appeal (mass media) 22. Mass informationdistribution costs nothing Content has been liberated Everyone has the tools 23. What is the social media revolution? 24. What is the social media revolution?SeparationInformationMeans of distribution 25. Breaking the Gutenberg Rules Could you create a personalised newspaper 26. Lets create a personalised newspaper 27. It is not just media 28. Marketing plays by the Gutenberg Rules We need to put a message in front of all our potentialconsumers or customers We therefore work out which channels (media) are themost effective in doing this These channels are expensive to use, that means themessage has to be short and highly effective (creative) We also have to talk to everyone all at once, becausewe cant use expensive channels to target just a fewpeople Challenge: creating effective messages, devisingeffective channel strategies 29. Marketing is a channel andmessage identification challenge 30. Has the consumer really changed? 31. Where does information hang-out when it getsContentliberated from its means of distribution? 32. Information(Google) spacePerformance space (Big) Data space 33. Conclusion We live in a world shaped by the economics ofinformation distribution Information distribution is expensive,therefore communication = concise singlemessages delivered to the whole targetaudience Social media is re-writing these rules