Digital creative, event organiser, speaker, 15 years at the BBC Hugh Garry gave my class a talk on Spreadable Media. Very inspirational presentation which covered a lot and I managed to understand and pick on a few ideas concerning this topic.
We have come a long way in terms of media production and consumption. Since the advent of Radio Broadcasting by Guglielmo Marconi in 1901 and later Television catching up, this was just a one way communication whereby the ‘Consumer’ would listen or watch content from the broadcaster. Then came an era of the ‘Contributor’ were the consumer was able to contribute to the broadcast content through phone-in programmes or even writing to the editor in the case of print media. With advancement of technology, the era of the ‘Circulator’ followed, here the consumer was able to pass on some media through different platforms because of ease of technology. Then came the ‘Influencer’, for as simple as a product reviews posted online by shoppers, one’s decision on purchasing a product can be influenced by these reviews. Sometimes it only takes one person to post a critique on Twitter and a whole movement can begin. Then came the ‘Producer’ by now the consumer could produce own content and broadcast it themselves, a good a example is YouTube, I have explained how this process works in my previous blog post here. The evolution does not end here, we now have the ‘Financier’, here individuals are sponsoring(monetary) ideas they believe are worth developing for example Kickstarter. This is a funding platform for creative projects. These range from films, games, and music to art, design, and technology of ambitious, innovative, and imaginative projects that are brought to life through the direct support of others. Last but not least , Media Proprietor’, such as Netflix or Hulu, these platforms offer instant watch of films or television episodes streamed over the internet to your TV via a PS3, Wii, Xbox 360 or any other device or on mobile phones, tablets or computers. But some of these eras overlap in time of happening for example, social media movements are still happening to date as well as the era of media proprietor or financier.
The eras I have discussed in the paragraph above are part of today’ s Media circulation. This is only possible if there is active participation in passing on content among individuals or between a television show and its audience or between product manufacture and consumers. This permeability will allow constructive critisim of say a blog post, feedback on a television series or product reviews. Such interaction is important to improve a product or even a next blog post or get feedback on what the audience wants for the next series of a Television programme. If these are implemented well, a retention of followers may be possible or better still increase on the number of followers.
In content posting by individuals, fear of failure is the main contributor to hesitation but then again if you do not try how can you measure failure? Hugh Garry reiterated on how important it is to try and post any content on any platform even on twitter and how a 140 character count post can be able to change a situation, only when attempted in the first place. He also gave an example of how way back in the time of ‘Dub tape’, it could only take ten playbacks of a demo on dub tape before quality begin to deteriorate and maybe pay another £50 for a new one but technology these day can allow online hits even 200 as much as it may seem not many but miles better than 10 dub tape listens. Then stressed the point with this quote;
“A day in the wild is worth a month of guessing” Mike Krieger (co-founder of Instagram)
In 2011/2012 Arab uprising in Egypt and Tunisia, Twitter showed how social media is an interactive and ongoing conversation type of communication. Tweets helped to let others know where protests were taking place, and reach large numbers of people at once. In most areas media coverage was often censored and foreign journalists were not welcome, Twitter provided a way for protestors to share their unfiltered experiences with the world, and helped capture international attention and support. This may indicate that Spreadable Media is not only about marketing oneself but could be a way to get feedback on any subject and contribution to any Art and may very inspirational. Not all spreadable media is a success story but if it fails, then it may be a very good way of learning why and comeback with a better way next time, like a game. Overall this gives a chance to be part of a bigger network of bloggers, Instagramers and any other platform.