Wednesday, August 19

Cultural examination

Kevin and I have been discussing the fundamental changes in which the communications ecosystem is evolving. New tools have emerged amidst drastic cultural changes. Or is it the tools that are shaping the ways in which we view the world? Cause and effect continue to reverberate. To wit, the phenomenal surge in video uploads post iPhone 3G phone. Or the recent Mashable article announcing that the iPhone is rivaling the Canon EOS as the number one camera on Flickr.

Regardless of the chicken & egg, what we know is that it is time to get experiential. People want to participate and look for ways to get involved with their passions, connecting with others who share their interests.

Along with this shift there has been an increased prioritization of culture. Why is this? With the old practices of command central falling by the wayside, how do we best disseminate our messages? Previously, the limitations of communication (cost, control) relied on a game of numbers. This model focused on minimizing risk with measured placements against the middle mass of a brand's target -- maximizing reach with a silver bullet message. As opportunities and platforms for communication increase and interactions are made possible, decentralized efforts must be shared amongst the collective, increasing the importance for everyone to be steeped in the culture. Now, more than ever, it is important that brands know thyself.

Culture (third definition, wikipedia) the set of shared attitudes, values, goals, and practices that characterizes an institution, organization or group.

What do you think?

Posted via email from TBD Blog

1 comment:

Broofa said...

'Not sure if this is 100% relevant here, but when discussing culture, there's also the issue of historical record.

... which is something our current communications may prove to be particularly vulnerable to since they a) are taking place on proprietary systems like Twitter and Facebook, and b) only exist as data on servers and hard drives, with no real guarantee of permanence.

Anyone care to tell me where the wedding photos I have on Picasa will be in 20 or 30 years? ... or 50?

Anyhow, from a marketing perspective, this isn't particularly important I suppose. But in terms of what it means to our culture, and the record we leave for our children and grand-children... probably very important.