Opening slides for my post graduated course in digital media. Introduces the 4 media ages, and then talks through Prof. Clay Shirky's Means, Motive and Opportunity in order to help students understand why digital media is so different.

1. COMM 610: Highlights
• Grading
– In-class participation:
– Keikensha Quiz Based on
Belt Training Mods
– Written Examination:
30%
30%
40%
• Participation: Critical to Final Grade – Help
Classmates Learn
• Twitter Back Channel: #smumcm
• Laptops: Strongly encourage closed laptop; at
minimum closed email and browser

2. Michael Netzley, PhD
• Academic Director, SMU Executive
Development
• Daddy with 3 daughters & 1 son
• Joined SMU in 2002, LKCSB 10 years
• Champion’s Award, Innovative Course
Design and Delivery
• Research Fellow, Society for New
Communication Research
• Visiting positions in Argentina, Berlin,
Finland, Slovenia, and Japan
• Clients: Unilever, BNP Paribas, IBM, TCS,
IHG, 3M, Singapore Airline, Mastercard,
Motorola, Shell, MFA, CPF, and UOB

3. Digital
Communica%on
for
Professionals
Essen%als
for
the
Fourth
Media
Age
Michael
Netzley,
PhD
h0p://communicateasia.asia

4. Social
Media
Social media is a type of online media that
expedites conversation as opposed to
traditional media, which delivers content but
doesn't allow readers/viewers/listeners to
participate in the creation or development
of the content.
Source

5. The
Technology

6. Sociological
Defini=on
of
Social
Media
Social Media refers to not only the
technology but the cultural and behavioral
traits of people communicating and sharing
with one another. Through social networks,
people are listening, sharing, creating,
judging, and innovating in ways that are
reshaping relationships (e.g., government
to constituents or friend to friend), power
bases, financial models, and knowledge.

7. First
Media
Age:
Greece
Greek alphabet
and writing led to
one of the most
productive cultures
in all of history

8. Second
Media
Age:
Print
Chinese moveable
type in 11th century,
and Gutenberg's
Press in the 15th
century, brought
books to the nonelites of society

9. Third
Media
Age:
Broadcast
20th century
broadcasting
brought media into
homes, and at a
low cost, thus
increasing demand
while decreasing
the supply of
media channels.

10. Shou%ng:
One-­‐to-­‐Many
“The
one-to-many
approach is out…It was
replaced by CRM, the
one-to-one model. This
gave the ability to
customize a message.
This model was, in turn,
replaced by the one-fromone, or search model ”
But all good things must change…

11. Shou%ng:
S%ll
Effec%ve?
“There is no question that the future of
advertising will look radically different from
its past. The push for control of attention,
creativity, measurements and inventory
will reshape the advertising value chain
and shift the balance of power.”

12. Advertising is the price
companies pay for
being unoriginal
- Yves Behar, designer

13. Fourth
Media
Age:
Internet
Everyone becomes
their own media
company because of
infrastructure,
Internet, digital
technology, and
interactive easy-touse sites.

14. Clay
Shirkey’s
Cogni%ve
Surplus
• The
Internet
gives
us
three
reasons
to
no
longer
be
“couch
potatoes”
• Means
• Mo=ve
• Opportunity

15. Means:
How
We
Act
• Means
of
produc=on
increases
– Buying
a
TV
versus
buying
a
laptop
• Everything
is
an
original;
no
inferior
copies
• Fluid
networks:
content
flows
smoothly
between
networks
• Low
cost

16. Mo%ve:
Why
We
Act
• Intrinsic
mo=va=on
can
be
powerful
– Autonomy
– Mastery
– Purpose
– Daniel
Pink,
Drive
• Extrinsic
can
“crowd
out”
intrinsic
mo=va=on

17. Opportunity:
Where
&
with
Whom
• Privileged
media
class
with
right
to
speak
disappearing
• We
can
all
par=cipate
&
share
directly
• “Social
Produc=on”
or
“Commons-­‐Based
Peer
Produc=on”
• Open
source
soWware,
Wikipedia,
or
classsic
Z-­‐
Boys
example

18. How
We
Use
Time
ACTIVITY
TIME
SOURCES
Work
(USA)
7.5
hours
per
day
(avg)
Bureau
of
Labor
Sta=s=cs
Work
(SG)
8.5
hours
per
day
(avg)
AsiaOne
(1
in
5
works
11+
hours
per
day)
Television
(USA)
2.7
hours
per
day
(avg)
18.9
hours
per
week
BLS
50%
of
free
=me
Television
(SG)
12
hours
per
week
We
Are
Social
Internet
Use
(SG)
25
hours
per
week
We
Are
Social
Singapore spends 25,000,000 hours each
month watching online video (We are Social)

19. Cogni%ve
Surplus

20. McKinsey
&
Co
Study
2010
• Use
of
Web
2.0
technologies
significantly
improved
companies’
performance
• Networked
enterprises
leaders
vs.
companies
using
the
Web
in
more
limited
ways
http://www.mckinseyquarterly.com/Organization/Strategic_Organization/
The_rise_of_the_networked_enterprise_Web_20_finds_its_payday_2716

22. Changing
Audiences

24. Today, the
barrier to
exiting your
media site is
only the click
of a mouse…

25. Economist’s
Third
Industrial
Revolu%on

26. Digital
Manufacturing
Technology

27. So
What
Does
It
Mean?

28. Simon
Kemp,
We
Are
Social
• Managing
Director,
We
Are
Social
• Clients:
Unilever,
Diageo,
Intel,
Johnson
&
Johnson,
Tiger
Beer,
Lenovo,
Heinz
• Previously:
BBH,
Universal
McCann,
Starcom
Mediavest
Group
• @eskimon