Medium Received: The Future of Effective Communication

MEDIUM RECEIVED The future of effective communication

TH E E LECTR IC AGE •

Telegraph 1844 •

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1876 telephone (1920s), 1879 electric lightbulb (1925), 1927 television (1960s)

Marshall McLuhan publishes The Gutenberg Galaxy in 1962 •

The Global Village = “electronic interdependence”

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Print/visual culture to Aural/Oral culture

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Individual & fragmented to collective identity w/ tribal base

1980-2003: Internet, email, and social media- oh my!

TRIBALISM “Tribalism is the sense of the deep bond of family, the closed society as the norm of community.”

– Marshall McLuhan

GEOGRAPHY IS I R R E L E VAN T •

Global economy

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Digital marketplace

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Where people are no longer defines them

ALLEGIANCES •

People seek tribes for social identity

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Tribes engage people

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Tribes create movements

GOOD MATCH •

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Loyal to brands: buy, promote, recommend and advocate- even shelter reputation Avoidant to brands: avoid, malign, discriminate against Messaging must declare shared allegiance

ME SSAGE E LE ME NT S •

Understand stakeholders

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Dialogue vs. Monologue

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Transparent values

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Actions align with values

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On preferred platforms

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Storytelling

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Good Neighbor

CO-CREATING •

Instant feedback heightens awareness

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Visibility of down chain impacts

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Increased accountability

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Increased intentionality and purpose

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Identify commonalities

This Photo by Unknown Author is licensed under CC BY-SA

ON THE HORIZON

This Photo by Unknown Author is licensed under CC BY-SA-NC

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Reining in big tech

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Privacy law protections

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Impacts on child development

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Digital Labor

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New markets & Economic impacts

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Population growth

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Climate instability

REFERENCES Leslie, D. (2016, July 4). Tribalism in a hyper-connected world. Medium. https://medium.com/@danleslie/tribalism-in-a-hyper-connected-world-6dfb094c10a2 McLuhan, A. (2016, September 11). The meaning of ‘Medium’ is the message. Medium. https://medium.com/@andrewmcluhan/the-meaning-of-medium-is-the-message-9bbe732869a7 NIH National Library of Medicine. (2019, August 26). What is all that screen time doing to your child’ brain? NIH Medline Plus Magazine. https://magazine.medlineplus.gov/article/what-is-all-that-screen-time-doing-to-your-childs-brain Rembert, L. (2020, July 12). Marshall McLuhan: The man who predicted the internet and warned us of its dangers. History News Network, George Washington University. https://historynewsnetwork.org/article/176382 Rosenberry, J. & Vicker, L. A. (2017). Applied mass communication theory: A guide for media practitioners (2nd ed).

Routledge.

Wikipedia. (2021, April 10). The Gutenberg Galaxy. https://en.wikipedia.org/wiki/The_Gutenberg_Galaxy

IMAGES (by appearance) Kikuno, R. (2020, December 1). White light bulb turned on in dark room. Unsplash. https://unsplash.com/photos/BGvG7EGDFu4?utm_source=twitter&utm_medium=referral&utm_content=creditShareLink Marshall, T. (2016, July 26). Painted red. Unsplash. https://unsplash.com/photos/cAtzHUz7Z8g?utm_source=twitter&utm_medium=referral&utm_content=creditShareLink Chuttersnap. (2018, January 3). Architectural photography of white building. Unsplash. https://unsplash.com/photos/Kc6fOaajiiI?utm_source=twitter&utm_medium=referral&utm_content=creditShareLink Mohamed, T. (2020, October 20). Flock of birds flying over the sea during daytime. Unsplash. https://unsplash.com/photos/nt5sQTJHHQM?utm_source=twitter&utm_medium=referral&utm_content=creditShareLink Heftiba, T. (2018, June 22). Black steel gate. Unsplash. https://unsplash.com/photos/rdoRdjOk-OY?utm_source=twitter&utm_medium=referral&utm_content=creditShareLink Jang, A. (2017, May 18). We like you too quotes on wall. Unsplash. https://unsplash.com/photos/8pOTAtyd_Mc?utm_source=twitter&utm_medium=referral&utm_content=creditShareLink