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MarCom:Interactive Internet Communication and Emerging Media 8101 E. Kaiser Blvd. Suite 150 Anaheim, CA 92808 Phone: (714) 283-6203 • Fax: (714) 283-6201 www.marcominteractive.com What is Modern Media?All of a sudden (or at least it seems that way) your audiences aren’t behaving like audiences. They are talking among themselves, messing with your program to meet their own interests and desires. They expect to be part of your show – or they are creating a show of their own for anyone to join. That's modern media for you… information and content in the hands of the "consumer" who has the means and the desire to create it, distribute it, share it, amplify it, remix it and shape it to their needs. The two most fundamental concepts about modern media to master are: 1. Information is increasingly being unbundled from its traditional containers, (like newspapers, t.v. and web sites) because information consumers are taking control of it in order to get what they want, and in the way they want it. 2. The line between who produces information and who consumes it has disappeared.
Modern media is channels – but not the traditional ones we are most familiar with, like newspapers, t.v. or web sites. Modern media is place – hangout, community, habitat, village; yet these places aren’t necessarily geographical any more. So, what are these new media forms we call modern media?These are the modern media you should be on top of:  Most Talked About
Most Intriguing
Most Under Appreciated
Emerging
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So, what are these new media forms we call modern media?These are the modern media you should be on top of: Most Talked AboutBlogs (weblogs, vlogs, plogs, moblogs)A personal website that is updated frequently. Features that distinguish blogs from standard websites allow people to post comments and receive updated content automatically. Blogs make publishing to the web extremely fast and easy. Vlogs are video blogs, plogs are photo blogs, and moblogs are blogs that facilitate updating or reading via a mobile phone. RSS - Real Simple SyndicationA technology that distributes content automatically & directly to those who opt-in (subscription). Each individual content “channel” is called a syndication “feed” and those who subscribe to a feed receive the content via software called a “feed reader” or “aggregator”. RSS powers the extremely fast information flow on the web. PodcastingThe distribution of a digital audio or video file over the Internet via RSS. The RSS feed is what distinguishes a podcast from a simple downloadable multimedia file. The spirit of podcasting is to create content for modern audiences who want content when, how and where they want it. Mobile MediaA broad category of personal media devices which connect people to each other and to content over various types of wireless networks. Mobile phones, PDAs MP3 players, the PSP are all types of mobile media. TaggingAlso called folksonomy. Tags are personal keywords web users assign to describe any type of web content for the purpose of organizing the content in order to recall it or share it. They are somewhat like bookmarks but tags are unstructured and are social. People make their tags public so others may find relevant resources. Tagging is also called social search.
Most IntriguingSocial NetworksIn reference to new media, social networks are the online connections and communities that develop among people and around shared interests. It is sometimes referred to as "social computing". Consumer Generated MediaContent created by consumers armed with the technology and means to produce and publish content on the Internet. Blogs, podcasts, photos and animations are popular means, and the primary reason is for self-expression and sharing. Some CGM have become quite famous (or infamous) for being view by millions and spreading only through word-of-mouth. WikisA special type of web site that allows anyone to add, delete, or edit all content quickly and easily. Wikis are an extremely valuable collaboration tool and are becoming a type of social networking as well as a media form. Internet Radio and Visual radioInternet radio is live & recorded radio-style programming broadcast over the Internet via streaming media. Most programs are independently produced, however many major media are providing their traditional radio shows as Internet radio. Visual radio was developed by Nokia so listeners and radio programs can interact in real time via mobile phones equipped to receive radio signals, images and text. Mobile PublishingBoth the act of publishing content with mobile devices (phones, PDAs, etc.), and content that is formatted specifically for receipt by mobile devices. As mobile devices have become ubiquitous, they offer content providers a new distribution channel and media format.
Most Under AppreciatedPhotosharingUploading digital photos to an online site where users organize, share and search photos as a social networking activity. Flickr is one of the most popular photosharing sites. Text Messaging/Instant MessagingText Messaging is also called SMS. It is a service available on most digital mobile phones that allows the sending and receiving of short text messages between mobile phones. SMS is being used for everything from marketing to political action. Instant messaging is instant text-based communication over the Internet. Software is required on both the sender’s and receiver’s computers to instant message. Web SitesA collection of documents (pages) formatted specifically for display via the Internet’s World Wide Web with computer software called a “browser.” This collection of pages is usually organized under a particular addressing structure called a “domain name.” WebcastingA webcast in its simplest form is an audio or video broadcast over the Internet using streaming media. Webcasting software also allows synchronized slides, polling, messaging and other interactive features. Major TV and radio networks webcast content as do independent broadcasters. Corporations use it for internal & external communications. Digital Video RecorderA device popularly used to record television programs by audiences in order for them to “time-shift” their watching. Since it also allows audiences to delete or move past commercials, advertisers are increasingly looking for alternative ways to reaching audiences.
EmergingRFIDRadio Frequency Identification is an automatic identification method using tiny silicon chips (called tags) that transmit and receive a short-range radio frequency. RFID is being used for a vast variety of applications from inventory control to reading prescriptions labels for the visually impaired. BluetoothA short range radio frequency technology that is used for “personal area networks” that allow connecting and exchanging information between digital devices (mobile phones, computers, PDAs, cameras, laptops, and more). Bluetooth, when used for social interaction, is called “toothing.” Ringtones/Ringback tonesRingtone is the incoming call sound – most often referring to income call sounds on mobile phones. It is a method of personalizing for millions of mobile phone users. A ringback tone is another personalization method - an audio selection that the calling party hears after dialing a mobile phone number and waiting for the party to answer. Ring videoA video and audio selection that plays on a capable mobile phone to alert to an incoming call. Interactive TelevisionMost frequently, audience interaction with television content. Simple forms are currently widely used in which audiences can join in some type of response via text messaging, web sites or other media. “Coactivity” is an important level of TV watching in which audiences are media-multitasking – that is using more than one medium at a time. Coactivity is an emerging model for content providers and marketers.
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It stands to reason your communications and marketing and sales and business needs to be where your constituents are.
If you are in there and involved, modern media is happening with you. But if you aren't involved, it is happening about you and without you. What does modern media mean for you?What is modern media good for?If you want some examples of these modern media in action:
Do you need to learn about new media and how to reach modern audiences?Do you need to modernize your communications and marketing?Do you need to integrate modern media into your programs?
Are you looking for best practices for new and emerging media?
Do you want more information?
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modern media notes on the side Do you need to learn about new media and how to reach modern audiences?We have seminars, blogs to read, briefings, training, and more ways to learn. Do you need to integrate modern media into your program?Connect with your audiences their way. Blogs, podcasting, consumer-generated media, mobile media, and more. Is your communications and marketing not working?Modernize your program strategies and get in sync with modern audiences. |
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These are the defining doctrines of modern media. These concepts take flight in many new media forms, stretching well beyond the World Wide Web and out into the "real world" where they are impacting traditional media as well. 
