[UPDATE:] A slightly updated version of the Future of Media Strategic Framework, together with lots of related content, is available in the Future of Media Report 2006.
Future Exploration Network is organizing the Future of Media Summit, which will be held simultaneously in San Francisco on July 18 and Sydney on July 19 to explore the evolving world of media. In preparation for this, we’ve prepared a Future of Media Strategic Framework. The intention is to provide a framework and starting point for useful discussion before, during, and after the event. It is by no means comprehensive, but rather a project to pull together in a coherent way some of the key themes on the table as media evolves, how they relate, and the strategic questions that media organizations of all stripes need to consider.
The Strategic Framework and explanation below are work in progress. These are early versions, and a small part of what will go into the Future of Media Report, which will be produced just before the Summit, and be available to all Summit attendees in both Sydney and San Francisco. This will also include research comparing the US, UK, and Australian media markets across traditional and social media, major trends in media, and more.
Click on the image for the Future of Media Strategic Framework pdf (293KB)
Future of Media Strategic Framework: Diagram Explanation
The symbiosis of mainstream and social media
A symbiotic relationship is emerging between mainstream media (such as newspapers and broadcast), and social media (such as blogs, podcasts, and online social networks). Mainstream media and social media feed off each other. Blogs provide a vast public forum for discussion of content provided by major media. Leading blog search engine, Technorati, has enabled every online piece on The Washington Post, Newsweek and Associated Press newspapers to display the complete blog discussion about that article, turning an article into a conversation visible to all. At the same time, it has become common for mainstream media to quote blogs and bloggers, sometimes exclusively, and the conversations between bloggers often provide the ideas for media stories. Together, mainstream and social media create a single media landscape in which we can all participate.
Strategic questions: How can you best draw on social media for content and ideas, and facilitate social media commenting on and annotating your content?
Key features of social media
Conversation is almost by definition the heart of social media.
Relationships between people and ideas emerge in a very different fashion from the one-to-many configuration of mass media.
Annotation is commentary on and reference to existing information and ideas. This will soon spread into geospatial annotation, where conversations are generated around physical locations.
Self-exposure is a more powerful driver of social media than self-expression. The exhibitionism and associated voyeurism of blogs and social networks are a key factor driving participation, as Richard Watson points out.