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In a Media 2.0 environment, production and distribution have become cheaper and attention has become scarcer. So, for example media are now available in multiple ways - single TV programs and tracks are available as downloads; we have an extraordinary range of media outlets; there is an explosion in 'prosumer' content available through blogs and so on.
These economics create competence traps for media incumbents in a 2.0 world: since attention is now relatively scarce, economic advantage flows to whichever players can allocate attention - not production - most efficiently. That is, to try and make sure, wherever possible, each viewer, listener, or reader is consuming media where, when, and how they derive the most value from doing so. [Bubblegeneration Strategy Lab]
Think about libraries. The dynamic may be different in academic and public, but there are some similarites. Think of pictures of the traditional scholarly communications chain: it shows a small number of channels by which published research reaches readers. Think of how this has changed.
Where attention is scarcer one wants to provide engaging experiences that encourage people to return, one wants to place services where they are most needed in the reader's workflow (think of the commuter interest in audio, for example, or the learner's interest in seeing library resources in the course management system), one wants to have a clear well understood offering, one wants to project custom services into specific user environments (think of placing a metasearch of subject-specific databases in a course-page)....
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