New Media
The aim of this lecture was partly, to engage in current debates, surrounding the impact of new media on both communication and creativity.
New media can be defined as media that work through engagement and involvement as opposed to persuasion or impressions. It is important to break with the past media model in order take full advantage of new media. The emotive advertising strategy required speaking to the masses and involved the audience emotionally. The old communication model transmitted idea's to an audience whereas the new communication model engages with an audience via computer. The new media model exhibits a shift from mass to my media. its generally a lot more targeted and requires audience involvement making it more personalised overall. The definition of viral, unpaid advertising is unpaid peer-to-peer communication of content originating from an identified sponsor using the internet to persuade or influence an audience to pass along the content to others. The communication buzz is dependent on seeding and scale of placement.
The study of systems is known as cybernetics and can be applied to any system be it mechanical, biological or social.
The internet enables lots of small idea's to circulate. Viewer-generated content allows audiences to actively manage media culture. Soon, mobile phones will become the greatest persuasion tool in advertising and are one of the fastest growing markets in the creative industries. This is primarily due to their Kairos factor, which is the principle of presenting the desired message at the opportune moment. Mobile advertising will soon become the fastest growing promotional channel. Big ideas and craft remain important. The new model of creativity involves larger teams, collaborative online creativity and ebrainstorming. Research has shown that the design process is enriched by online conversation rather than relying on visuals alone.
To conclude, the introduction of new media has enhanced entertainment, presented new models of communication and creativity and created an experimental, engaging, social and tactile third layer.
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