Teaser excerpts on "the future" of media. Aki Spicer, strategic planner at Fallon Worldwide, presents the keynote address to University of Minnesota Communicators Forum on June 25, 2008. More info http://www.facebook.com/event.php?eid=18323107084.

1. University of Minnesota Communicators Forum
“The Matrix,quot; or Communicating in a Web 2.0 World
Teaser excerpts from Aki Spicer Keynote
June 25, 2008
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2. “The future is here.
It’s just not evenly distributed yet.”
William Gibson
Writer and Futurist
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3. The problem with judging the future: we can
only evaluate it in context of our immediate
past.
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4. …this is why today’s automobile is still valued in
“horsepower”.
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5. Consider that our early motion pictures were
developed using the language and conventions of
the stage shows which immediately preceded it.
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6. …early television was first operationalized as
merely radio vaudeville, brought into our living
rooms.
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7. Every new media is hostage (at first) to the
expectations of old media.
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8. This is why the best offering on Joost,
interactive TV, is vintage episodes of old TV.
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9. And in this age of unbridled access and
participation, the model for mass interactivity
is still a souped up game show.
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10. “We look at the present through a rear-view
mirror. We march backwards into the future.”
Marshall McLuhan
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11. This is the dilemma that today’s advertisers
find themselves: c/rudely imposing old rules
upon a new game.
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12. And so, expect that we are always
underutilizing the fullest potential of
tomorrow’s technology until we can completely
sever our old expectations.
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13. The social media opportunities for your brands
will not be unlocked without some radical
shifts from the old way of communications.
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