Worked for a lot of “evil” companies (pharmacology, retail, tabacco, etc.) now working in the UNAids. Internet represents the transfer of power. (MIT online for free, travel agents to people, doctors to patients) There is an ideological change during the dotcom era. Access to information as a human right. Converging tradition and new media, is it integrating channels and structural change?. This has to happen between IT, communication and marketing. Public pressure vs. grassroots.
He sent out a questionnaire when working with NY agency. He asked 16 questions to 412 Online Media decision makers. It is not an empirical information but an interesting piece of the pie. According to the results, they believe that the political era are the ones who demonstrate the most effective use of online campaigns.
Mobilizing people to get votes because every vote counts. They are looking at killer apps like chat rooms, forums, blogs. Increasingly influence by actors affiliated with no candidate, part or political group (moveon) even shitty campaigns have an effect. There are effective means without the use of transition media. The internet is used as a channel to support the mass media. (Blogebrity and “Black people like us” website) there is contagious media.
When asked if they felt that online campaigns achieved their objectives half the people answered always.
Is God.com the ultimate online experience? To change public policy and opinion by agency (empowering people) whose objective is supposedly fundraising and community-building. It is not about recruiting online though, there is a lot of face to face recruiting in these types of organizations. The killer apps in this case are emails newsgroups, forums, and negative tactics.
Its hard to analyse data and they put value on the words that are communicated. There are 2 audiences… mainstream and fundamentalists (which goes across all religions) which have a very hard text based and image based approach. The internet channel is a support channel.
There are a lot of negative sides being taken with the internet (godhatesfags.com to reclaimamerica,org) as well as the evolutionary debate.
Do you believe that online campaigns are credible and trustworthy, most answered no.
In terms of mobs, the goals were often policy change and having a tactical advantage. One of the tactics is the bottom up vs top down (CNN, NYTimes) where an entity tells you what to think because they “know”. P2P journalism, pseudonyms, avatars, etc… while still building credibility behind anonymity.
(artmark)
Activists are seen as being the most effective at using online campaigns.
In the area of goods and retail, there is still a reliance on brick and mortar and traditional trust relationships. What is the difference between treating people as citizens or consumers?
BONO (branding of non governmental organizations. ) the goal of this being to support public interests values and policies. Civil cyber-society, NGOs are considered to be much more credible. Media has to be used to shape public opinion and modify behaviors. New media tactics are driven by successful old media tactics. The killer apps of tomorrow are social practices. Information becomes a unit of currency. There has to be social, intellectual, political and commercial leverage.
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