Engaging in current (academic & industry) debates, surrounding the impact of new media on communication and creativity.
Understand the distinctions between mass and new media
Understand shifts in aspects of advertising strategy
Speculate the implications of New Media on creativity
Think about the impact on the role of the creative.
NEW MEDIA works not through persuasion and impression but through engagement and involvement. "If we stick with the old model of Mass media, we squander all the possibilities of the new media ecosystem." Rory Sutherland (Former president of the IPA).
New media is a broad term in media studies that emerged in the latter part of the 20th century that refers to on-demand access to content any time, anywhere, on any digital device, as well as interactive user feedback, creative participation and community formation around the media content. Sourced from Wikipedia.
We need to break from the past media 'models' which involved speaking to the masses, There is a high feeling strategy today which involves the audience, creating emotionally creative responses.
Old and New communication models
The old transmitted ideas to an audience whereas the New is cybernetic, engaging with the audience through computers (mediated communication) New media based on ICTs such as the internet and cell phones, invite us to think in exciting new ways about advertising, as an industry and communication process.
Cybernetic communication model
Cybernetics is the study of systems & can be applied to any system such as mechanical, biological and more complex social systems.
Invisible Children… First arrest warranted in 2005 for Joseph Kony. 3days after its release on March the 5th, the viral video had 26 million views, On twitter the campaign had over 9.7 million followers. This was the most successful manipulation of our new media ecosystem to date (Naughton 2012).
The success of the Kony campaign can be explained using a cybernetic communication model for advertising.
The Audience judges creativity- E.g.; YouTube Ad of The Year: Embrace Life, Always wear your seat belt. The Third Screen- Mobile Phones. Kairos Factors: The principle of presenting the desired message at the opportune moment The Impact of New Media defines the future of Creative services. Big Ideas and Craft remain important. Facebook has enhanced Advertising and Social Brands
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