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New Media Management: Navigating Complexity and Technology in Communication

This overview explores the state-of-the-art in New Media Management, particularly as outlined by the Newhouse School's philosophy. It delves into the intricate dynamics of technology and communication in business, emphasizing that every company serves as a media entity. The document provides guidance on critical reading skills, offering insights into core issues and the factors driving success. By adhering to the Pareto Principle, it advocates for a comprehensive understanding of digital networks, audience discernment through data, and the critical importance of regulatory systems in economic viability.

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New Media Management: Navigating Complexity and Technology in Communication

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  1. New Media Management State of the art for now

  2. Overview • The philosophy of New Media Management in the Newhouse School. • The complexity of the space. • The imperative of technology.

  3. Get to the point.

  4. This is a ‘Do Not Walk’ sign

  5. This car will hit you • DZH 7092

  6. Select readings

  7. How to read a book • First pass, read the first sentence of each paragraph in a chapter; this will give you a sense of the direction the author is taking to prove his/her point. (10 minutes) • Ask yourself, what is the core issue s/he is dealing with? (10 minutes) • Think critically about assumptions and conclusions the author makes. Write a sentence to argue. (15 minutes) • Answer: What forces increase the probability of preventing/ensuring success? (20 minutes) • Read thoroughly for details and insight. Linger on the diagrams and derive a narrative. (120 minutes) • Jot down a prediction for what comes next. (5 minutes) • Total time: 3 hours

  8. The deliverables • Presentation of the core ideas • adhere to the Pareto Principle • discern the regulatory signals • One page summary of the core ideas. • Get to the point. • Write a well-formed critique/counter if you have it. Include a current example.

  9. Every Company is a Media Company • They communicate with their customers over multiple channels using many platforms. • They don’t have a mass, undifferentiated audience, and they have to discern their audience with data. • People have preferences and histories.

  10. There are large scale forces at play • Economics of long cycles • The life of capital. • There is a dynamic relationship between capital, scale, and innovation. • The legal / regulatory system’s role in economic viability. • The dynamics of digital networks. • The dynamics of networked disruptive enablers.

  11. The basics of the technology • The client-server technology stack • The Open Systems Interconnect (OSI) is composed of 7 layers: • Application Layer | dynamic data • Presentation layer | fixed data • Session Layer | enabled data • Transport Layer | tcp software • Network Layer | configured hardware (IP) • Data Link Layer | switches, bridges, ethernet • Physical Layer | servers, circuit boards • Order is crucial; each layer is made possible by the one below.

  12. Data generated in the stack

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