Listening in on a small panel with Farai Chideya (NPR), John Gerzema (Young & Rubicam) and Dominic von Jan (NextNextBigThing).
John: In the advertising world, everything is up for grabs. It’s an exciting time. Companies will still advertise. There is plenty of money to be spent - but how do you measure these things?
Dominic: What motivates young people to participate?: Rise of a contribution culture, seeking greater authenticity in marketing, creativity as rebellion, 99 lives (defined by intense interests) and greater technology integration.
Most share fears of “podification.” Can we limit the tendency of people and groups to become too siloed?
Watts Wacker and I chatted about this earlier. There is a paradox at work. Social organizations share a point of view. Homogeniety is an important and necessary aspect of cohesive groups. But it makes them naturally prone to “encapsulation.”
Dominic suggests that in any group, there will be a constant shifting of needs and ideas, which can act as a counterbalance to siloing.
Richard Addy of the BBC says he thinks answer lies in appealing to our shared human values. He points to the values of the BBC designed to appeal to the core vaules of citizens. Does your news support a citizen’s agenda or a consumer’s?
It seems that media companies could play a smarter role in surfacing and disseminating these ideas. Lately, NPR seems to be making some efforts in this area.
Richard Sambrook said earlier that he thinks the shift in media comanies will probably move towards facillitating connections between groups.
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