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Digital Stucco How the Interactive Mode of Communication is changing the media environment

Convergent Modes of Communication. ?Second Media Age"New Mode of CommunicationTraditional vs. interactiveParadigm shift: the ?digital stucco metaphor"Convergent modes of communicationsInnovation . Stucco?. ?Stucco exorcises the unlikely confusion of matter into a single new substance, a sort

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Digital Stucco How the Interactive Mode of Communication is changing the media environment

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    1. Digital Stucco How the Interactive Mode of Communication is changing the media environment Hiram Enriquez

    2. Convergent Modes of Communication “Second Media Age” New Mode of Communication Traditional vs. interactive Paradigm shift: the “digital stucco metaphor” Convergent modes of communications Innovation

    3. Stucco? “Stucco exorcises the unlikely confusion of matter into a single new substance, a sort of general equivalent of all the others.” J. Baudrillard, Simulations (1983)

    4. The evolution of the sign

    5. Digital Stucco Homogenizing substance Represents other matters and objects Contains both mass production and personalization Vocation for originality (open production/ handcraft)

    6. Comparing Modes of Communication

    7. Point of convergence Modes of communication coexist Mass media “life cycles” (Shaw) Historical prestige Power Market penetration Expansion off all media in growing economy Rearrangement of same slice of “advertising pie” Consumers/advertisers shift preferences

    8. Point of convergence source: eMarketer, September 2006 benchmark for online: IAB/PWC benchmark for total: Univ. McCann last full year: 2005

    9. Online advertising growth Online advertising revenues “reached a new record of $4.1 billion for the third quarter of 2006,” according to the Interactive Advertising Bureau and PricewaterhouseCoopers (up 33% YoY).

    10. Consequences Shift in accommodations: substituting immutable accommodations in traditional media for a more fluid environment. Larger accommodation articulates between modes of communications: the power of emergence. Multiple producers exercise power over the text of traditional media, end of the “finished product.” Mainstream media discourse becomes point of reference

    11. Opportunities for innovation Discovery What audiences know they need to know What they didn’t know they need to know Meeting platforms Communities of like-minded individuals Sharing in the agenda Aggregation/trend spotting

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