LECTURE NOTES:SOCIAL MEDIA & COMMUNICATION//OUGD401

SOCIAL MEDIA AND COMMUNICATION:
AIM:the impact of new media on communication and creativity.


Rory Sutherland, former president of the IPA

‘...media that work not through persuasion or impressions but through engagement and involvement. If we stick with the old [Mass Media] model, we squander all the possibilities of the new media ecosystem ‘

(Sutherland, 2009) 

BEGINNING 

International exhibition. Prompted large-scale colour printing.

Ad boom 1860s fuelled by tax reliefs

Pre-packaging technology 1860s

1880s colour illustrations reproduced in magazines.


ADVERTISING STRATEGY:
-speaking to the masses
-global print campaigns
-high feeling strategy


HIGH FEELING STRATEGY TODAY:

• Remember Reach Campaign (2010)
  
• Collaboration AgencyTwoFifteen and AKQA
  
• Launch film Birth of a Spartan announce Reach Beta. 

What is new media ?
‘...media that work not through persuasion or impressions but through engagement and involvement. If we stick with the old [Mass Media] model, we squander all the possibilities of the new media ecosystem ‘ 

Cybernetic communication model
Cybernetics is the study of systems.
Can be applied to any system such as mechanical, biological and more complex social systems. 

    

• 10 reasons why this is the best time to be in advertising
• An audience with Sir John Hegarty, 25.3.10
• No. 1 Agencies can innovate e.g NYC tourism campaign
• The idea character of NYC = street culture= street musicians.
• Linked 2 campaigns 'Dig Out Your Soul'. New album tracks released to NYC street musicians to play
• Announcements made websites with Google maps
• Performances video recorded (fans) & uploaded YouTube.
• Caused buzz music press = global
• Creatives collaborated directly with NYC street musicians
• TA helped to create & distribute content 
  
  
  The Promise of Mobile
  
  

  • In 10 years, virtually the entire media ecosystem has changed...and nowhere is the drive happening any faster...with the third screen (Precourt, 2009, p1)
    
  • Mobile advertising will become the fastest growing promotional channel
    
  • The world’s most ubiquitous computer
    
  • JAR (2009) 
    
    
    
    
    
    
    
    
    
    
    
    big ideas remain important 
     Craft remains important