a glimpse to the imminent future
Communication Convergence
We have entered a new era of disruptive innovation in which human communication is being radically and irrevocably transformed: the paradigms for mass media and interpersonal communication are converging into a single, global, and ubiquitous communication ecosystem.
Historically, mass media communication has been used for advertising, advocacy, education, entertainment, journalism, marketing, and more on a one-to-many basis. In contrast, interpersonal communication has been used to build and maintain relationships on a one-to-one or one-to-few basis. These attributes have been mutually exclusive: mass media communication has never been viable for building personal relationships, and interpersonal communication has rarely been used for the spectrum of endeavors suggested above.
Advancements in technology have recently led to a convergence in which each form of communication is adopting the traits of the other. Entities that leverage mass media communication are increasingly using technology to build “personal” relationships with their target audiences and individuals are employing instantaneous decentralized communication techniques to engage in advocacy, education, entertainment, self-promotion and journalism. Individuals are becoming media machines in their own right and mass media is attempting to become personalized.
A Perfect Storm
The convergence of communication paradigms - in conjunction with ubiquitous mobile devices and inexpensive hardware and bandwidth - has created fertile ground for the emergence of a rich new medium: digital video.
Early success stories, like YouTube, have proven that the entertainment value offered by digital video is non-trivial. In the very near future we will see the medium move well beyond what has become known as user generated content. Mass media forces have already begun to embrace the form by building advertising and marketing models, citizen journalism outlets, and Internet based advocacy resources. Digital video will not be strictly limited to the entertainment domain. Instead it will become the medium of choice for all forms of mass media communication, interpersonal communication, and self-expression.
We have entered a new era of disruptive innovation in which human communication is being radically and irrevocably transformed: the paradigms for mass media and interpersonal communication are converging into a single, global, and ubiquitous communication ecosystem.
Historically, mass media communication has been used for advertising, advocacy, education, entertainment, journalism, marketing, and more on a one-to-many basis. In contrast, interpersonal communication has been used to build and maintain relationships on a one-to-one or one-to-few basis. These attributes have been mutually exclusive: mass media communication has never been viable for building personal relationships, and interpersonal communication has rarely been used for the spectrum of endeavors suggested above.
Advancements in technology have recently led to a convergence in which each form of communication is adopting the traits of the other. Entities that leverage mass media communication are increasingly using technology to build “personal” relationships with their target audiences and individuals are employing instantaneous decentralized communication techniques to engage in advocacy, education, entertainment, self-promotion and journalism. Individuals are becoming media machines in their own right and mass media is attempting to become personalized.
A Perfect Storm
The convergence of communication paradigms - in conjunction with ubiquitous mobile devices and inexpensive hardware and bandwidth - has created fertile ground for the emergence of a rich new medium: digital video.
Early success stories, like YouTube, have proven that the entertainment value offered by digital video is non-trivial. In the very near future we will see the medium move well beyond what has become known as user generated content. Mass media forces have already begun to embrace the form by building advertising and marketing models, citizen journalism outlets, and Internet based advocacy resources. Digital video will not be strictly limited to the entertainment domain. Instead it will become the medium of choice for all forms of mass media communication, interpersonal communication, and self-expression.
posted by David Dudas at 6:11 PM
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