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Spreadable media


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Spreadable media

  1. 1. Spreadable Media<br />
  2. 2. “our creative process has us watering down ideas in pursuit of the broadest possible net, when every day the human being is seeking the opposite”<br />Tim Stock, scenarioDNA<br />
  3. 3. Some History<br />
  4. 4. We are super social apes<br />We form tribes around shared interests<br />We change our behaviour by copying others<br />We rely on other opinions to guide our own<br />
  5. 5. Community dislocation<br />Mass urbanisation caused a breakdown in social bonds<br />
  6. 6. The rise of free time<br />Advanced industrialisation created mass free time...<br />...for the first time<br />
  7. 7. Mass media <br />Which was filled by mass media, rather than people...<br /> people were limited by location, but media weren’t<br />
  8. 8. Now we aren’t limited by location<br />Our free time can focus on what we are really interested in<br />Other people<br />
  9. 9. Timeline<br />1800<br />1600<br />1700<br />1900<br />2000<br />Pre-Industrial age<br />Industrialisation<br />Post War<br />Internet Age<br />P2P media<br />Mass Media<br />Mass P2P Media<br />
  10. 10. Media Economics<br />Infinite<br />$High<br />Cost of media<br />Amount of media<br />Scarce<br />$0<br />1968<br />2011<br />
  11. 11. Attention Economics<br />Media planning is based on media scarcity<br />Value is monetary<br />But infinite media has no monetary value<br />.... The resource it consumes is attention<br />
  12. 12. How to plan for attention economies<br />
  13. 13. We aren’t looking in the right place<br />Totally Generic Information<br />Demographics are about similarity<br />People are about individuality<br />
  14. 14. Yes, we are all individuals<br />Averages by nature are not differentiating<br />Our individuality makes us human<br />
  15. 15. Richness<br />Nobody ever comes out of a movie saying “that was a really good movie. I really enjoyed it. It was really clear”<br />Russell Davies<br />To succeed, ideas move from ‘Big, Simple, Single’<br />To ‘Niche, Many Rich’<br />
  16. 16. The intersection of rational and herd behaviour<br />Who we are<br />Who we aspire to be<br />Cultural copying<br />Statements of individuality<br />Being human<br />
  17. 17. People distribute niche ideas <br />We understand the subtle nuances of our communities<br />And we change the message accordingly<br />
  18. 18. Because it is really easy.....<br />
  19. 19. Recontextualising used to be high culture<br />T.S.Eliot<br />Quoting and referencing as a literary technique<br />Recontextualising existing frame of reference<br />
  20. 20. Now anyone can do this<br />
  21. 21. Remixing took immense skill in the analogue world<br />Grandmaster Flash<br />Creating new culture by combining and recontextualising<br />
  22. 22. Now the tools are on every computer<br />
  23. 23. How can brands inspire this behaviour?<br />
  24. 24. Brands can’t create communities<br />What lights the fire?<br />An influential match?<br />Or the right conditions for fires <br />
  25. 25. Influence isn’t done by the influencer<br />Who influenced who?<br />And who chose to copy who?<br />
  26. 26. We learn by copying others.....<br />But we’ve been trained not to admit it<br />(to teachers or to qualitative researchers)<br />
  27. 27. How things spread<br />
  28. 28. How things spread<br />“As content spreads it gets remade, either literally through sampling and remixing, or figuratively via its insertion into conversations and interactions”<br />Professor Henry Jenkins, Spreadable Media (2009)<br />
  29. 29. Literally<br />
  30. 30. Literally<br />
  31. 31. Figuratively<br />Simples!<br />
  32. 32. Content is a means not an end<br />People spend time in social networks because of people<br />Content is just something to talk about<br />
  33. 33. How things spread<br />“If we want to predict what will spread, we have to develop a fuller understanding of the ways that the circulation of information may strengthen or damage social relations”<br />Confer Status<br />Strengthen bonds<br />Define the community<br />Professor Henry Jenkins, Spreadable Media (2009)<br />
  34. 34. Humour<br />A joke is a medium not a message.<br /> The message is<br />‘I’m a funny guy’<br />The physical act of sharing humour strengthens bonds<br />The joke is the means by which you transmit this information<br />Confirming that subject is a shared source of humour defines who is in and out of the community<br />
  35. 35. Designing for communities<br />NB – slide blatantly lifted from Mike Arauz’sDesign for Networks<br />
  36. 36. What happened next<br />NB – slide blatantly lifted from Mike Arauz’sDesign for Networks<br />
  37. 37. Why?<br />Designed to appeal to a number of niches<br />Conferring status and belonging on each<br />NB – slide blatantly lifted from Mike Arauz’sDesign for Networks<br />
  38. 38. So spreadable media is inherently creative<br />Media <br />Neutral<br />Media positive<br />
  39. 39. Personalisation to share <br />
  40. 40. Personalisation unique to you<br />
  41. 41. A big incentive<br />
  42. 42. Richness<br />
  43. 43. Famous for fifteen people<br />Aggregating niche communities<br />Giving community leaders a larger platform<br />Confers status, strengthens bonds<br />
  44. 44. Product + Big Incentive<br />
  45. 45. Advertising is the last thing you should do<br />Advertising is not what you do....<br />’s how you tell people what you’ve done<br />
  46. 46. All the above <br />