1 Copyright ©2008 Fallon Worldwide. All rights reserved. University of Minnesota Communicators Forum “The Matrix," or Communicating in a Web 2.0 World Teaser excerpts from Aki Spicer Keynote June 25, 2008
Fallon Brainfood: (Teaser Excerpts) UofM Communicators Forum
Oct 17, 2014
Teaser excerpts on "the future" of media. Aki Spicer, strategic planner at Fallon Worldwide, presents the keynote address to University of Minnesota Communicators Forum on June 25, 2008. More info http://www.facebook.com/event.php?eid=18323107084.
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University of Minnesota Communicators Forum
“The Matrix," or Communicating in a Web 2.0 World
Teaser excerpts from Aki Spicer KeynoteJune 25, 2008
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“The future is here.
It’s just not evenly distributed yet.”
William GibsonWriter and Futurist
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The problem with judging the future: we canonly evaluate it in context of our immediatepast.
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…this is why today’s automobile is still valued in“horsepower”.
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Consider that our early motion pictures weredeveloped using the language and conventions ofthe stage shows which immediately preceded it.
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…early television was first operationalized asmerely radio vaudeville, brought into our livingrooms.
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Every new media is hostage (at first) to theexpectations of old media.
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This is why the best offering on Joost,interactive TV, is vintage episodes of old TV.
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And in this age of unbridled access andparticipation, the model for mass interactivityis still a souped up game show.
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“We look at the present through a rear-view
mirror. We march backwards into the future.”
Marshall McLuhan
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This is the dilemma that today’s advertisersfind themselves: c/rudely imposing old rulesupon a new game.
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And so, expect that we are alwaysunderutilizing the fullest potential oftomorrow’s technology until we can completelysever our old expectations.
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The social media opportunities for your brandswill not be unlocked without some radicalshifts from the old way of communications.
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