Charlie Kaufman: The book has no story. There’s no story.
Marty: Alright. Make one up.
– Adaptation (2002)
As man evolves, his tools also evolve. The tools to communicate have also evolved. We’ve gone from the stylus, to the quill, to telephones all the way to computers and netbooks. And since technology has allowed our tools to evolve, man’s ways to communicate also have changed. At the same time, corporations must cope with these changes.
The BIS Model
There was the Broadcast Model or the ‘We Tell You‘ stage where publishers decide on what the public wants to know and advertisers go for media with the widest reach. Prime examples are the different news papers and TV news shows. Then came the Interactive Model or the ‘Tell Us What You Think of What We Tell You‘ model which is basically the same, only, we’ve been provided ways for feedback, comments and suggestions. In this model, advertisers still go for widest reach, but they’ve begun to buy smaller spots and customize content accordingly. Examples are the forums and comments threads found in most corporate websites today. Now, we are in the middle of the Social Media Model or the ‘We Tell Each Other‘ model where the public not only gives feedback, but also co-creates the content. Advertisers have completely focused on targeted advertising. Of course, wikipedia is the ultimate example.
The Mix
The most interesting part for me is that, unlike the theories on the evolution of mankind where the earlier ‘phases’ have been lost in time with the rise of the new ones, the earlier models in the communication evolution can still be seen today. We still watch TV, read newspapers and listen to the radio (even if it is only during while we travel).
Some corporations manage to work with a great mix of these three models and I’ve found it where I least expect it-from the very dynamic world of news and current affairs. Logically the broadcast model is the one evident in this field as it is even the essence of it. Showing us what we should know. But some organizations have managed to adjust with the changes happening in the world of communication.
Aside from being accessible through Twitter, CNN has IREPORT where we as viewers can also become cocreators by sharing our own news on what is happening around us and sending it online. Another publication I’m following through Twitter, TIME magazine, is devoting a page for its readers’ feedback. Reader’s Digest (though it isn’t really on the news and current affairs genre) posts their readers’ jokes on its pages.
I think I’ve just made the mistake of equating the ‘Social Media’ model with the ‘Internet.’ Yes, the Internet is where it is most evident, with different networking sites and dynamic corporate sites, but somehow, we can still see elements of it even in traditional media like publications and TV shows. And since they have managed to adapt to the changes, though they are what we call ‘traditional,’ they’ll make it even with all the new media that comes up every now and then.
“unlike the theories on the evolution of mankind where the earlier ‘phases’ have been lost in time with the rise of the new ones, the earlier models in the communication evolution can still be seen today”
can’t agree more. in fact, one important point for developing that critical perspective to understanding new social media is opening up to the present without abandoning the past.
That’s why it called “traditional” is because its made a mark in society and history. Tradition is always going to be there. And to understand the present, you have to look back at the past.