Social Hallucinations

Mass Media Theory vs. Mass Media Reality

The beauty of theory is that it operates on the wish level. It expresses what we wish for...and then comes reality that often verifies theory in a harsh way

via Toothpaste for dinner

What's your favorite working space?

Can you imagine this is the real working space!? Someone is really sitting there and working. Amazing and so calming.

What I love about it, is the lack of ditractions around and the omnipresent calmness. This is you and your thoughts. Wonderful. I wish I could spend there a few working days. I imagine that it is impossible to get stressed out in there :) Idyllic.

Here is my working space. I like being surrounded by things I like and things where I can bring inspiration. Quiet and safe. It means a lot to me where I work, though the best ideas come to me while I am walking.

What's your favorite working space?

All that Jazz

"The Tracker" (El Perseguidor) is the tribute to Charlie Parker by amazing Julio Cortázar.

I remember spending hours and neglecting school in favor of his words and magic universes they've created. Every his book was an awesome adventure. 

Now, the great illustrator José Muñoz created the trailer for the book playing with high rough lines, sleepless Paris of the 50-ties and unforgettable Charlie. Result - the piece of cool. Let the pictures, words and music take you away.

Baby, say it one more time

Throughout my career at media agencies I've faced many times the question 'how many times people have to see our message to get it? We have developed tools that based on the research and common sense helped us to establish the levels of so called effective frequency. This graph from Armano's and Rubel's presentation on 6 digital trends seems to be in line what we've been doing and believing (I am curious how they've come to those numbers). Majority of people need to hear things 3-5 times before they sink in. This of course depends on the complexity of the message, the context and the environment we are communicating in. It requires crafting the messages that it are easy to understand and are relevant to people.

 

Though, it doesn't mean we need to push the same message 5 times through the same channel, over and over again in hope people finally get it. When message isn't relevant, they will never get it, rather get annoyed or immune over it. The repetition and effective frequency is more to me about "lightning lots of small fires" like Mark Earls says, meaning we create many contact points with people in spaces where they already are, where they are in the right receptive mode and context. It is not necessarily about sending out the same message but adapting the message to environment it is going to be seen in. Integrate and adapt, be always in beta to get best out of it and make sure people hear what you say by communicating smarter.

"If everything's under control, you're going too slow."

-- Mario Andretti

You've seen it before

The culture is the never ending remaking and reinventing. The past inspires and is the foundation of the new "creations". Culture is the sum of all achievements of humanity. They add up and become something new. The act of copying and remixing has become more visible and accessible than ever thanks to Internet.

In fact it also means that there are and can still occur cultural big bangs when the completely new ideas are born. 

Via Faris