2
• A statement of position and intentions
• A moral posture: “here’s how things should be”
• In my case: A plan of work for the rest of my
career.
A Manifesto: What’s That?
3
• A statement of position and intentions
• A moral posture: “here’s how things should be”
• In my case: A plan of work for the rest of my
career.
To wit:
How shall we make good things happen for
humankind through media?
A Manifesto: What’s That?
4
• Principals and Meta - Principles:
• Can we develop a set of key ideas that
GENERATE the operational principles of our
discipline?
Operational Principles, e. g.
“Design before you build”
“Always consider the user’s needs:
Why did she come to this website?”
Moshell’s Media Meta - Principles
5
• To understand our experience
• We ‘frame’ what we see … put it into mental
‘boxes’
• Culture provides many categories:
Moshell’s Media Principles: How To Use Them
6
• To understand our experience
• We ‘frame’ what we see … put it into mental
‘boxes’
• Culture provides many categories:
Moshell’s Media Principles: How To Use Them
7
• To understand our experience
• We ‘frame’ what we see … put it into mental
‘boxes’
• Culture provides many categories:
Moshell’s Media Principles: How To Use Them
Brazil: get the spider off the boy!
8
• To understand our experience
• We ‘frame’ what we see … put it into mental
‘boxes’
• Culture provides many categories:
Moshell’s Media Principles: How To Use Them
Brazil: get the spider off the boy!
China: Red ->Celebrate->What festival is this?
9
• To understand our experience
• We ‘frame’ what we see … put it into mental
‘boxes’
• Culture provides many categories:
Moshell’s Media Principles: How To Use Them
Brazil: get the spider off the boy!
China: Red ->Celebrate->What festival is this?
USA: Has he just seen the Spiderman movie?
11
• As a ‘check-list’ when analyzing or planning
• Did we account for the Main Things?
• Did we allow one idea to blind us to other
ideas?
Moshell’s Media Principles: How To Use Them
12
• As a ‘check-list’ when analyzing or planning
• Did we account for the Main Things?
• Did we allow one idea to blind us to other
ideas?
• As a moral framework
• Your work WILL make a difference
Moshell’s Media Principles: How To Use Them
13
• As a ‘check-list’ when analyzing or planning
• Did we account for the Main Things?
• Did we allow one idea to blind us to other
ideas?
• As a moral framework
• Your work WILL make a difference
• Will it make a POSITIVE difference?
• We strive to make a better culture
– it’s an American thing to do
Moshell’s Media Principles: How To Use Them
14
• 3 Principles about Individuals Using Media
Moshell’s Media Principles
qwerty12
1. User is always learning.
15
• 3 Principles about Individuals Using Media
Moshell’s Media Principles
qwerty12
1. User is always learning.
2. User must UNDERSTAND & CONTROL the learning.
16
• 3 Principles about Individuals Using Media
Moshell’s Media Principles
qwerty12
1. User is always learning.
2. User must UNDERSTAND & CONTROL the learning.
3. User is always teaching.
18
Moshell’s Media Principles
qwerty12
1. User is always learning.
Information arrives …
Changes user’s state …
19
Moshell’s Media Principles
qwerty12
1. User is always learning.
Information arrives …
Changes user’s state …
And user’s capabilities.
!
20
Moshell’s Media Principles
qwerty12
1. User is always learning.
Information arrives …
Changes user’s state …
Notice:Changes user’s EMOTIONAL state …
Emotion is much more basic/primitive/central than thought.
We learn in order to get what we want.
We have 250 million years of history, being guided by feelings
--- and maybe 50 thousand, of symbolic/logical thinking.
21
Moshell’s Media Principles
qwerty12
1. User is always learning.
Media exist on the frontier between EMOTION and LOGIC.
Never forget which one is the boss.
22
Moshell’s Media Principles
qwerty12
1. User is always learning.
Media exist on the frontier between EMOTION and LOGIC.
Never forget which one is the boss.
If I can save $138…Then I can . . .
Consequence:
We must understand emotions and
personalities, and how they grow.
23
• 3 Principles about Individuals Using Media
Moshell’s Media Principles
qwerty12
1. User is always learning.
2. User must UNDERSTAND & CONTROL the learning.
“Wow .. The Wompa-matic is a way cool board…”
WHY does he think that? Because the dude in the ad gets the girl?
Because he likes the band that makes the commercial’s music?
24
• User must UNDERSTAND and CONTROL the
learning.
Moshell’s Media Principles
qwerty12
If you’re not in charge of what affects you,
25
• User must UNDERSTAND and CONTROL the
learning.
Moshell’s Media Principles
qwerty12
If you’re not in charge of what affects you,
Others will take charge. (Maybe they already have.)
26
• User must UNDERSTAND and CONTROL the
learning.
Moshell’s Media Principles
qwerty12
If you’re not in charge of what affects you,
Others will take charge. (Maybe they already have.)
What is literacy (traditional?)
- The ability to read, analyze and understand.
27
• User must UNDERSTAND and CONTROL the
learning.
Moshell’s Media Principles
qwerty12
If you’re not in charge of what affects you,
Others will take charge. (Maybe they already have.)
What is literacy (traditional?)
- The ability to read, analyze and understand.
What is literacy for media?
- The ability to understand what media do to your emotions.
28
• User must UNDERSTAND and CONTROL the
learning.
Moshell’s Media Principles
qwerty12
If you’re not in charge of what affects you,
Others will take charge. (Maybe they already have.)
What is literacy (traditional?)
- The ability to read, analyze and understand.
What is literacy for media?
- The ability to understand what media do to your emotions.
Consequence: We must help people to build “mental muscles”
So that they steer the horse … not vice-versa.
29
• Meta – learning: Learning HOW TO learn.
Moshell’s Media Principles
qwerty12
What are your best skills and techniques for learning?
How can you apply them to remedy your weaknesses?
What is your STRATEGY?
What are your learning objectives?
What are your learning practices/policies/plans?
Who do you plan to call on for help?
How will you know when you’re succeeding? Failing?
30
• Meta – learning: Learning HOW TO learn.
Moshell’s Media Principles
qwerty12
Example: Portals
• Awareness: Websites are getting complex, interactive
• Concept: There must be ‘kits’ of reusable software
• Rebuilding the DM Site: Students survey portals, pick Drupal
My personal learning style:
1. Is there a textbook? Amazon … yes, but not ‘til November
2. Can I leverage my learning (2 for 1?) sure --
3. My wife’s business needs a portal. So I learn faster
4. Mentor: Software developer Jim Salmons + students
5. Start hacking! Try things, set goals. Make it work!
31
• 3 Principles about Individuals Using Media
Moshell’s Media Principles
qwerty12
1. User is always learning.
2. User must UNDERSTAND & CONTROL the learning.
3. User is always teaching.
32
Everyone is always teaching someone else
something.
Moshell’s Media Principles
qwerty12
Or: “giving away info”
Or: “making choices”
Or: “Providing role
models”
Ask yourself: Who’s
watching?
What do they want or need
to know?
Is there a win-win?
33
Summary of Personal Principles:
Moshell’s Media Principles
Learning: Input changes users’ emotions &
knowledge.
Meta-learning: Users should be in charge of
learning.
Teaching: Users’ output affects other
people’s lives.
34
Three Principles for Communities:
Moshell’s Media Principles
4. Commonality: A community is defined by a
common interest.
35
Three Principles for Communities:
Moshell’s Media Principles
4. Commonality: A community is defined by a
common interest.
5. Diversity: Diverse communities are stronger
and wiser.
36
Three Principles for Communities:
Moshell’s Media Principles
4. Commonality: A community is defined by a
common interest.
5. Diversity: Diverse communities are stronger
and wiser.
6. Sustainability: A community provides benefits that
make it worthwhile to its
members – so they stay,
and new members come.
37
“ A thing is right when it tends to preserve the
integrity, stability and beauty of the biotic
community. It is wrong when it tends
otherwise.”
Aldo Leopold
The Land Ethic
Moshell’s Media Principles:Inspiration
38
Three Principles for Communities:
Moshell’s Media Principles
4. Commonality: A community is defined by a
common interest.
When developing a media system:
• What core common interests
define the user community?
• What do you know about this
community
that will influence your media
design?
39
Example: eBay
Moshell’s Media Principles
Community of individual buyers and
sellersAnalogy: an on-line flea-market or
garage sale
Common issues of this community:
• Low cost of business (‘do it at
home’)
• Need for effective publicity
(yard signs…)
• Trust (hence, the rating system)
• Cash and Convenience (hence,
Paypal)
40
Three Principles for Communities:
Moshell’s Media Principles
4. Commonality: A community is defined by a
common interest.
5. Diversity: Diverse communities are stronger
and wiser.How many kinds of diversity are
there?• Brown beige & blue frogs, female, old
etc.
• Those who knit and those who don’t
• Mathematicians and the rest of humanity
• What else … you name a few!
41
Diversity of roles in a community
Moshell’s Media Principles
Actually, BACKGROUND matters less
than
NEEDS and GIFTS – when building an
ecosystem.So your media system needs to• be open to users who invent new roles
for themselves
• be constantly rethinking its own business
model
• provide tools for open-ended
inventiveness
42
Three Principles for Communities:
Moshell’s Media Principles
4. Commonality: A community is defined by a
common interest.
5. Diversity: Diverse communities are stronger
and wiser.
6. Sustainability: A community provides benefits that
make it worthwhile to its
members – so they stay,
and new members come.
43
Sustainability
Moshell’s Media Principles
• Respect: “The Egg Trader of the Month”,
September 2005
• Communication: Frequently refreshed,
interesting news items
44
Sustainability
Moshell’s Media Principles
• Respect: “The Egg Trader of the Month”,
September 2005
• Communication: Frequently refreshed, worth-
seeing news items
• recruitment, training of next-generation key
players
45
Sustainability
Moshell’s Media Principles
• Respect: “The Egg Trader of the Month”,
September 2005
• Communication: Frequently refreshed, worth-
seeing news items
• recruitment, training of next-generation key
players
• Convivial Media – (content provided by
users)
are very important tools for
sustainability
46
Summary:
Moshell’s Media Principles
• Learning
• Meta-
Learning
• Teaching
•
Commonality
• Diversity
•
Sustainability
47
Summary:
Moshell’s Media Principles
• Learning
• Meta-
Learning
• Teaching
•
Commonality
• Diversity
•
Sustainability
• Use these concepts to
understand and then to build
good media
48
Summary:
Moshell’s Media Principles
• Learning
• Meta-
Learning
• Teaching
•
Commonality
• Diversity
•
Sustainability
• Use these concepts to
understand and then to build
good media
• The frog-people are
counting on you!
49
Moshell’s Media PrinciplesCross-check with Journalism.org
1. Journalism’s first obligation is to the truth.
2. Its first loyalty is to citizens.
3. Its essence is a discipline of verification.
50
Moshell’s Media PrinciplesCross-check with Journalism.org
1. Journalism’s first obligation is to the truth.
2. Its first loyalty is to citizens.
3. Its essence is a discipline of verification.
4. Practitioners must maintain distance from those they
cover.
5. Must serve as an independent monitor of power.
6. Provide forum for public criticism and compromise.
51
Moshell’s Media PrinciplesCross-check with Journalism.org
1. Journalism’s first obligation is to the truth.
2. Its first loyalty is to citizens.
3. Its essence is a discipline of verification.
4. Practitioners must maintain distance from those they
cover.
5. Must serve as an independent monitor of power.
6. Provide forum for public criticism and compromise.
7. Strive to make the significant interesting and relevant.
8. Keep the news comprehensive and proportional.
9. Practitioners must be allowed to exercise their personal
conscience.
52
Moshell’s Media PrinciplesCross-check with Journalism.org
1. Journalism’s first obligation is to the truth.
2. Its first loyalty is to citizens.
3. Its essence is a discipline of verification.
4. Practitioners must maintain distance from those they
cover.
5. Must serve as an independent monitor of power.
6. Provide forum for public criticism and compromise.
7. Strive to make the significant interesting and relevant.
8. Keep the news comprehensive and proportional.
9. Practitioners must be allowed to exercise their personal
conscience.
<Framing:Point the camera
53
Moshell’s Media PrinciplesCross-check with Journalism.org
1. Journalism’s first obligation is to the truth.
2. Its first loyalty is to citizens.
3. Its essence is a discipline of verification.
4. Practitioners must maintain distance from those they
cover.
5. Must serve as an independent monitor of power.
6. Provide forum for public criticism and compromise.
7. Strive to make the significant interesting and relevant.
8. Keep the news comprehensive and proportional.
9. Practitioners must be allowed to exercise their personal
conscience.
Meta-Learning:Journalists examine HOWThey learn, to improve it.
54
Moshell’s Media PrinciplesCross-check with Journalism.org
1. Journalism’s first obligation is to the truth.
2. Its first loyalty is to citizens.
3. Its essence is a discipline of verification.
4. Practitioners must maintain distance from those they
cover.
5. Must serve as an independent monitor of power.
6. Provide forum for public criticism and compromise.
7. Strive to make the significant interesting and relevant.
8. Keep the news comprehensive and proportional.
9. Practitioners must be allowed to exercise their personal
conscience.
Teaching:To whom is the news?
55
Moshell’s Media PrinciplesCross-check with Journalism.org
1. Journalism’s first obligation is to the truth.
2. Its first loyalty is to citizens.
3. Its essence is a discipline of verification.
4. Practitioners must maintain distance from those they
cover.
5. Must serve as an independent monitor of power.
6. Provide forum for public criticism and compromise.
7. Strive to make the significant interesting and relevant.
8. Keep the news comprehensive and proportional.
9. Practitioners must be allowed to exercise their personal
conscience.
Sustainability:Organizational learning
56
Moshell’s Media PrinciplesCross-check with Journalism.org
1. Journalism’s first obligation is to the truth.
2. Its first loyalty is to citizens.
3. Its essence is a discipline of verification.
4. Practitioners must maintain distance from those they
cover.
5. Must serve as an independent monitor of power.
6. Provide forum for public criticism and compromise.
7. Strive to make the significant interesting and relevant.
8. Keep the news comprehensive and proportional.
9. Practitioners must be allowed to exercise their personal
conscience.
Diversity:Proportional to what?Comprehensive of what?
57
Moshell’s Media PrinciplesSo … what?
When I tried to do this for ART, I got flamed … this is
good. I’m learning.
I think that Education is not a good place to apply these
ideas … because they COME from this area, in essence.
So :: we’re inventing this new academic discipline, and
are looking for bedrock ideas.
All comments and feedback and brou-ha-ha are Most
Welcome.!