Tuesday, April 23, 2013

The future of PR: making you feel special

Very few things are as difficult to control as public opinion and perceptions of something...anything. It sometimes seems as if once an opinion is forged, it is set on stone on people's minds, making it hard to change initial impressions--although not completely impossible, of course.

Retrieved from http://www.blastmedia.com/blog/category/pr-tips/
With the advent of all new technologies, gadgets, etc. and the explosion of social media websites and pages, controlling perceptions and creating favorable impressions for the masses seems to be even trickier that when mere exposure to products and services in a TV or radio commercial, catalogs, pamphlets and other media in the non-digital world.

How do you reach everyone, everywhere and at all times when people insistently keep expanding and continuously push the boundaries of networking and presence in the digital world?

Well, as mentioned a few articles below in reference to the future of the music industry, PR firms are engaging in a new form of business--connecting with people instead of merely exposing them to the products. And the virtual world of digital media and online social networks can actually help with this.

In her 2012 article "Is There a Future for Traditional PR?," Emily Davis argues that "the role of PR is no longer about passive exposure. It's about the direct connection of brands with real people."

Indeed, as with music, experience and performance has become a new medium to get people into products via personalized, catered, specific advertising of brands. As people push boundaries, PR has caught up, putting content in people's consciousness by creating personal connections. It is all about relations between people and brands, facilitated by the information bubble and algorithms of search engines.

As with the future of journalism, music, social media and advertising, PR's future is uncertain as technology and innovations keep evolving, but, as the former, it will be premature to say that traditional PR is over.

Wednesday, April 17, 2013

The Future of Advertising

Forbe's article on the future of advertising is, in my view, a little too fantastic (yes, I noticed the contradiction in "a little too"). Indeed, the only idea that really seems viable to me is Mobile Medic, the smartphone diagnose system that has helped recruit medical students in Australia.

I do not like to leave my opinions unsubstantiated, and you may ask why someone who does not have a clue about advertising might dare to criticize ideas posed by professionals as unviable. Well, I may not be an advertising professional, but my common sense tells me that a t-shirt with a screen on it and distracting glasses are not going to prove very popular in the long run.

Why?

Although they may be a novelty at first, as every new ultra-technologic invention is, both Google Glass and tshirtOS defy real-life situations.

First, Google Glass have the potential to be dangerous, at least to me. If some people complain that cellphones, iPods and computers distract us so much that we do not pay attention to our surroundings, imagine having a screen in front of you for as long as you wear these glasses.

Second, the interactive, tshirtOS just does not seem feasible for several reasons:

-How would you wash it? This may sound odd and even stupid, but it's a reasonable concern. They mention it is 100 percent made of cotton. Well, cotton needs to be washed, as do all items of clothing (hopefully, many would agree with me on this).

-They are expensive, not only to produce--they would need thousands, if not millions, of people signing up for the tschirtOS for it to reach an acceptable price--but also because, in order to wash them, people may need to take them to dry cleaners and that costs money.

-They are too distracting. Imagine walking in the street and encountering dozens of screens in front of you, just that they are not screens, they are t-shirts.

Also, let's just think about it. What is the purpose, the goal, of having a t-shirt with a screen telling everyone what we are thinking or whatever we want to display? Of what use does it really is? In my opinion, it's a consumerist idea that is indeed sort of cool, but also cost inefficient and purposeless.

In contrast with Mobile Medic, neither tshirtOS nor GoogleGlass really seem to help society in any way. They do not advance any common, collective ideal, au contraire, both ideas seem to advance narcissism and individualism, even if they are advertised as the latest improvements to social media.

They are cool, they are attractive, but I believe advertising, as any other communication and media, needs to help people and society beyond merely entertaining it.

Monday, April 15, 2013

Music as an experience: reciprocity between performance and recording


I have been a Coldplay fan since I can recall. I have been glued to the TV every time a concert is broadcasted, to my computer checking release and concert dates, and to Amazon, waiting to get their latest CD. 

I part of the seeming minority who thinks that having the CD of your favorite band is way better than just downloading it from iTunes or listening to it online. Old fashioned, I know, but also very exciting.

It 2011 Coldplay started to release singles from their new album Mylo Xyloto and I’m sure all loyal fans enjoyed them as much as I did; however, not everybody knew about or could download them due to copyright restrictions, lack of advertisement, etc. A real shame, because Mylo Xyloto was beyond everything Coldplay had ever done before.

I was very excited to see that a stream of their performance at iTunes Festival in London was available for free downloads on iTunes Store. I was ecstatic and downloaded it right away, for me there couldn’t be better entertainment than that. That was the only purpose of the concert, entertainment. So, on a Friday night, seating with my Mac on my lap and a plate of Chinese food in the desk next to me I watched the concert as if I were there.

It was as expected, full of light effects, confetti and the band jumping all around while the music flowed enlivening the audience in London and around the world.
Retrieved from http://tediouswords.blogspot.com/2012/04/coldplay-calgary.html

At about minute five of the almost two hours long performance, Chris Martin, Coldplay’s front man, made a remark stating how the concert was free to the public, everyone could go for free, the only thing they had to do was “giving the band some volume”. 

I couldn’t understand it, why would a band such as Coldplay do an open-to-everybody, free concert? 

As minutes of delightful songs went by I got the answer: profit. Their songs hadn’t been adequately advertised, they needed to do a concert that everyone could attend or watch in iTunes so that people  buy the album.

It was purely commercial and, with that concert, they totally nailed it. Never in my years of almost stalking the band had I seen a concert so full of energy and vibe such as that one. It was an entire spectacle, a marvel. Even those oblivious to Coldplay wanted to pre-order the album online after they saw the performance, my sister in Venezuela included. In what they did, the band managed to engage us all, they made us crave for the album, mark the days until the release day.

This experience was all I could think about when I read the article "So What Can The Music Industry Do Now?," especially the section dedicated to explaining how, in order to profit, the industry has turned music back from being a recording on a cassette or CD, to becoming an experience. 

As I believe the anecdote above exemplifies, in this world of music as an experience, there is a reciprocal relationship of benefits between recordings and performances. In this world, as the article argues, "Recordings often function as more as ads for concerts than as money-makers themselves," but  I would dare to add that performances can also function as ads for the recordings (both in CDs and on iTunes, etc.). Be them legitimate or not, as the article suggests, recordings could incite people to go to concerts, but concerts also incite people to find songs, exclusive singles, or just feel a need for having the legitimate, original copy of the songs they heard at the performance.



Saturday, April 13, 2013

Expanding platforms...and skills!

From the person who needed three days to create an avatar...

Ladies and gentlemen...

[drums]

HTML!




It also has a link right back to this blog!

Tuesday, April 9, 2013

Hi, my name is Esther and I'm a bookaholic



Retrieved from thevisualcircle.tumblr.com/

I am a book-a-holic. I was raised listening and reading the great classics of literature. My sister and I would read at least a book per month and comment on it endlessly.

Personally, I like paperbacks. I like touching the dead wood version, flipping through the pages, feeling them, smelling them...

Yes, I am a book-a-holic, deconstructing every book that I can get a hold of.

Since I have been living on my own I seem to have undertaken an addiction for not collecting, but, literally, hoarding books--which is a problem when you have to move out of a place every 9 months.

But times have changed and we no longer have the space, or the time, or the space in our minds, to go to a bookstore and spend hours going through the shelves, as one of the panelists mentioned; or remember to take the book we are reading with us when we go out. Sometimes even our bags are too full or too heavy, and our minds too cluttered, to take books in.

Times have changed.

I have developed a thing for ordering books online and, when they come in in the mail, I experience firsthand what one of the panelists said, that part of what makes books books is the limitation of their form, that they leave readers to work.

Work in what way, you may ask.

Well, not only do we have to be more diligent with the book, seeing it sit in our shelves, but also, as was discussed in the video, we are pushed to be more attentive and mindful of what we are reading if we want to understand it and be able to picture scenes in our minds. With print books we don't have the aid of pictures or diagrams to help us analyze what is being said in text. We are on our owns.

But, precisely because of this, and although print books are awesome and leave more work to the imagination, they also have the potential to isolate readers, outside of reading communities, of society as reading becomes a more individual enterprise.

I found interesting what Tim Oreilly mentioned about the new possibilities of social interaction that come out with ebooks. Indeed, as ebooks are more available, as there is more access to texts of all kinds because, aside from the initial investment of buying an ereader, ebooks in general tend to be cheaper, sharing  becomes easier.

My sister and I did it the old way, exchanging print versions of books and our own perceptions of them, but I cannot help but think that ebooks open up possibilities of interaction and sharing because they are there, they are available.

In this time when availability and convenience is crucial, I think ebooks are a solution for readers who cannot take paperbacks everywhere or have large libraries at home. In this time when the culture of "culture" has been displaced with new forms, I appreciate the fact that the technology has taken one of the most fundamental factors in the transmission of knowledge and democratize it so that the experience of immersing reading won't go away.

Sunday, April 7, 2013

An idealist's perpective on the future of newspapers

This is the second post I start like this, but seldom do I feel more like an idealist than when I say that newspapers are not on their way to extinction. Not because I do not believe it, but because of everyone's condescending reaction when I make that statement.

I become even more enraged when people link the "end of newspapers" with "the end of journalism." Well, unless societies stop needing to be informed, to get the facts they need to make informed decisions; unless societies stop needing watchdogs in government, from the presidency to community and union organizers, no, journalism is not ending.

Granted, we are in a period of transition, and the business of newspapering has become tight, exclusive, more competitive. As the authors of Wikipedia's page on the "Future of Newspapers" write, nearly one third of print publications have ceased publishing due to financial circumstances. Some of them, at not finding buyers for even the most popular and distinctive newspapers, have had to file for bankruptcy. Some have had to stop printing and began to publish only online (Newsweek is a good example). But that is the business aspect, and journalists are not businessmen and women, we are writers, we are researchers, we are interviewers. As Howard Reich, the renowned jazz critic and author from the Chicago Tribune once said, journalists need to let businesses take care of business and focus on producing content that is worth reading.

We have a duty to our readers. We have a duty to society.

Skimming through Wikipedia's page can be depressing for those of us who have spent years of our lives dreaming to land a job in a good print publication. Yes, from everyone in our journalism classes to the web, to one after another pundit in TV and radio, we have heard that the job market is tight and print journalism is not as smart a choice as broadcast or digital.

If I'd get a dollar for every time I've been told "You could work writing memos" or "Why didn't you choose (insert any other job, mostly related to business, here)," I would have the money that journalism is, according to them, never going to make me.

Yes, reading through that Wikipedia page can be depressing. Indeed, phrases such as "shuttered or drastically pruned" have a powerful effect on those who love and expect to live from this profession. But as many act as prophets of doom for this industry, I cannot help but think of how much this so-called "end" is actually a transition, a transformation. After all, newspapers and their staffs are still the sources for all the news out there. As the Wikipedia article mentions, TV doesn't have the time and blogs don't have the resources to produce content. 

If we talk about fact-checking and whistleblowing, newspapers have been pioneers. Our main constraints--the news cycle and the time we need to get everything in print--actually work, in some way, for our advantage, as they allow us to fact-check and be more picky with what we put on paper.

Bottom line: TV needs us. Bloggers need us. Society needs us. We set the standard.

Perhaps this is the greatest news of our times: Newspapers are not going anywhere.


Retrieved from matthew.wordpress.com

Tuesday, April 2, 2013

Is fact-checking dead?

http://www.findagrave.com/



Read the response of an aspiring journalist and join the conversation!

http://digitalethics.org/essays/is-fact-checking-dead/


Wednesday, March 27, 2013

Uber Multitaskers and digital citizenship

Seldom do you ever feel more like a journalist than when you cover a protest. The semi-chaotic situation, the anger, the people's excitement and concern, and the constant moving and chanting all give you a certain adrenaline rush that makes you alert of even the smallest of details.

Faced with a crowd of probably a couple thousand, you start making decisions on what is more important, what quotes should be written down, who should be interviewed. You enter what I call "the journalist mode," analyzing in a matter of seconds what information deserves to be reported and what media suits it best. As with "arachnid" sharpness and sensibility, we enter into an "alpha" mode in which we try to look for the article and its angle in everything that happens around us.

As a print journalist-to-be, I always focus on what people say and do, going from the most general to the specifics. I know I will have to "paint" the scene to readers who were not there to experience the sentiments and emotions of the protest. They didn't hear the shouting or see the signs. They may have seen pictures but, in general, they won't have enough context to understand what those pictures really say. That is the work of print journalists--to give context, to explain, to spell out and make readers visualize and experiment what happened.

Retrieved from roystoncartoons.com
by Royston Robertson,  2009.
But journalism has changed dramatically, as I could experience first-hand today during the CPS School Closings protest at Daley Plaza and the march that came after. We were all there: print, broadcast, digital, radio, photo. We were all there. But what used to be a divide between the different medias and their particular ways of getting the information out, became a literal depiction of the word "convergence."

Yes, print journalists were there, but they were also tweeting and uploading videos live from the protest to the Internet. Yes, broadcast journalists were there, but they were also dictating stories to their newsrooms. Stories that would be, almost instantly, published in a written format in the network's web site. Photojournalists were there, but they were also online. And pretty much everyone was live-tweeting. If I didn't hear something Karen Lewis, the president of the Chicago Teachers Union, said, I was sure to get it in a tweet a minute after. If I couldn't get the official headcount, police were most likely to publish it half an hour after the protesters dispersed. There were, or are, no boundaries to information.

If before journalism had branches that marked the way news were processed and published, now all the media to process and publish this information has converged, requiring all aspiring journalists to be ready to print, broadcast, live tweet, photograph and what not, everything that happens. We are required to be the uber multitaskers.

But why do we do this? Why have journalists transcended the boundaries of their own realms to become a "little bit of everything"? What has compelled us to move across platforms?

Well, there are many answers to those questions but I think they sum up to the simple fact that people (citizens, our audiences) are moving across different platforms, crossing limits and being empowered by new technologies that give them the opportunity to engage more and more effectively. They are not only citizens of a country, they are citizens of the web.

During the protest, for example, journalists' tweets only accounted for a minority of all the tweets regarding the march and the school closings, the majority were done by protesters and activists themselves. And it doesn't end there, it were precisely these community members, the audience, the "laymen and women" who by retweeting, commending or commenting on journalists' articles and tweets, empowered the journalists and got the word out.

"Power to the People," retrieved from fat.spreadshirt.com
The notion that technology has the potential, the power to foster and propel change is a complex but unavoidable reality. Not only, as the Knight Foundation suggested in its study on Digital Citizenship, does technology can bring community together to build relations for the benefit of the community, but also, it has the tremendous power to get words, ideas, plans, etc. out and, by doing so, engaging communities even further in democracy, in local politics and economics, and ultimately, in the creation of their own future.

I cannot help but think about the Arab Spring when pondering the capacity of technology to empower people, bringing them together to provoke change. Even in less grandiose enterprises, social media and the digital world have helped move the masses--think about elections, for example. Yes, we are moving because the people are moving, because it no longer suffices to get events into paper or tv.



It is indeed a demanding yet exciting time to be a journalist.

Retrieved from "Drowning in Digital Democracy: Part I" by J. C. Caruso
http://blog.marylhurst.edu/blog/2013/03/19/drowning-in-digital-democracy-part-i/ 



Monday, March 25, 2013

Virtual v. Real: One world

Retrieved from http://www.nytimes.com/slideshow/2007/06/15/magazine/20070617_AVATAR_SLIDESHOW_11.html
Virtual realities, for many, are alternatives to the everyday "boringness" of life. They are a scape from the real world and what we do not like about it, our worries, commitments, own and other's wickedness...

Interaction is free of the attachments of the physical body, you can be whoever you want, do whatever you want, be wherever you want--morality an inherent, tacit, albeit unsupervised structure in which users find their way through these "law-less," "government-less" worlds by instinct and their own pre-assumed real life standards and rules of conduct.

Inside these multi-user dimensions (MUDs), users are able--or believe they are--to interact not only without the constraints of social standards and stereotypes, but also without the usual wariness and distrust of others. So when a case of virtual rape occurs, the initial shock of having something that seems confined to the real world happen in your virtual reality becomes an urge to establish rules to govern the same freedom that may have caught your attention in the first place.

Dr. Bombay's rape narrative in LambdaMOO, besides being at times gruesome and scary, touches on several points. First, the possible and understandable physicality of virtual worlds where, even if only through words, users are still more than able to experiment desires, needs, pain and a myriad of emotions--both good and bad.

The narrator of the story characterizes what happens in virtual worlds as "true," and indeed, as I mentioned in my post on avatars, one's real self gets so enmeshed into our virtual living that what happens in one world irremediably affects the other. The narrator describes this phenomenon when he says that "what happens inside a MUD-made world is neither exactly real nor exactly make-believe, but nonetheless profoundly, compellingly, and emotionally true." Our reactions to events in one world are extrapolated and mimicked in similar situations in the other world.

Second, the situation that the virtual rape produced was so unprecedented yet so in need of a solution that users, despite the freedom inherent in virtual worlds and the initial desire to distance from the real world, ended up demanding resolutions logical in the real world, recognizing the ultimate need to create governing standards and platforms that regulate conduct inside their virtual world. The outcry for punishing Bungle, the perpetrator, was such that users began, in a sense, merging the real world with its virtual counterpart, withering boundaries and compressing degrees of separation.

What happened in LambdaMOO, the way it played out and was resolved are more evidence that, no matter how much different we believe (and want) virtual worlds to be, as they are irremediable run and used by humans, they end up being not a second life, an alternative self in a different world, but just an extension of users and their own lives. It is precisely those who, seeking a escape from real life, brought reality to the virtual world.

Thursday, March 21, 2013

Physical or Digital: "It" is I


Identity is an elusive concept. Who am I? How do I reflect myself? Who do I want to be? There are many things that make us, well, us. So when you have to create an avatar that shows “who” you are, a complex spider web of interrelated, intermingled factors keep changing our perceptions of self and of self in society, adding and modifying even the smallest details of that digital “I.”


I am a woman, a daughter, a sister, a Venezuelan, a member of the Catholic Church, a friend, a journalism student, among many other things…in the physical world.

Creating an avatar to represent myself was beyond a simple assignment—it was a challenge. Not only did it involve a total compromise of my inexistent computer skills, but it also threw me into a world completely alien to me. Beyond the initial weirdness—fueled by stereotypical preconceptions of what “sort” of people enters these virtual worlds—my frustration at not being able to do anything sparked a certain curiosity on why people would want to engage in a “second life” when the “first life” was already complicated to begin with.

Why a second body? Why a second self? Isn’t one enough? That was my frustration talking.

Retrieved from "The Eclectic Mind,"
Facebook
It actually took me long to figure out how to change the appearance— “my” appearance— from a somewhat amorphous humanoid to something closer to the person I see in the mirror every morning.

What was I trying to say to those who could see my avatar? Well, my initial intention was showing who I am, the way I am. No tweaking, no altering, no thinning. Nothing. I wanted to my digital self to be exactly whom I think my physical self is. What message was I trying to convey? That life is one and we must work with what we have, whether we like it or not.

Although at first it was hard to figure out how much can you tell about your exact self (let alone 1000 words), I could not help but remember the old Anthropological mantra of making the strange familiar and, in this case, the familiar strange.

Now I was before the task of making me strange.

After long periods of experimenting—during which I had to start over more than a couple of times, was hairless until the very last minute, and could not figure out how to change my clothing from “goth girl” or “rocker” to the plain me—I realized that identity and my perception of self is more complex than I had initially thought.

Created at Second Life
During the creative process, I found myself wanting to add details that would get my personality across, but, how exactly do you do that with an avatar? There’s no tutorial, manual or instructions that can tell you who you are and how to be yourself. Perhaps a psychologist but, is there such thing as a “Second Life psych”…?
  
Creating your digital self is a solo enterprise, and a hard one for that matter.


As I said, I wanted my digital self to resemble what I think I look like—short, curvy, simply dressed, my backpack always on me, ready to work…

When I looked at my finished avatar I realized I did not look precisely feminine under traditional standards (I could have worn a dress, or a skirt, perhaps more makeup). I did, however, look like the woman my parents raised—strong, confident, accountable and always ready. Both my decisions and the technical components of Second Life had worked to "give birth" to my digital self.
  

Interestingly enough, while trying—and struggling—to create “me,” I noticed an interesting pattern. More often than not, it is external, technical factors that deviated the appearance of my digital self from how I truly look. It was not intentional; I did not want to, it just happened. Very much like in real life, where events and the rhythm of everyday life, the people we encounter and with whom we interact, ultimately shape our beings, whether we notice it or not.

At the end my digital self ended up being a product of my own conscious decisions and the conditions and influence from the environment it was created in. When I look at her—at me—I could see “digi-me” acting the way I would act, just in a way more appropriate to her world. It is not that she is a second me or that that virtual world is a “second life.” She is I in the virtual version of my life.

The same way I understand my place and engage with the world with my body, experiences and struggles (as Elaine Scarry suggested), my digital version was learning, largely by trial and error, to engage in her own world.

Precisely because of this— although I did have the intention to be “myself” from the very start— and after going through the process of creating and interacting with the world through my digital body, I cannot help but question Liuan Chen Huska’s idea that with avatars and online worlds “users can transcend the limitations of race, gender, class and age which attach themselves to our bodily existence. Users are free to create new identities...”

Even though the temptation to lie is present, even if one lies in the online world, ultimately the people behind our digital selves will always be us. What we convey, what we say, the way we act, will always be shaped by our experiences in the real, physical world. In other words, it is not like we are creating another identity, separating ourselves from our existence, as the author of Digital Bodies suggest, but what we are actually doing is extending our existence to and through another media.

No matter how many avatars I create or how similar or different from my physical self they look, no matter how much I lie...all of my digital bodies will ultimately behave like I do. All of them, by extension, would be a woman, a daughter, a sister, a Venezuelan, a member of the Catholic Church, a friend, a journalism student…even if they do not look like one.

My digital bodies are not separate identities, they are just me, a virtual me, understanding and interacting in the world in another realm.


Esther Daniela Castillejo