Current social changes and transformations of communication model – magnification of personality’s part and influence in society.
The term “new media” nowadays often means blog platforms, social media and other forms of horizontal communication. Meaning – the platforms that give an opportunity to express (and discuss) personal opinions. It’s a work with “outcoming signal”. From other side, new media it’s also a work with “incoming signal”– opportunity to collect and primarily process the information.
In other words, full functioning new media is a personal “press office” – a robotic system that collects and sorts information for you and publishes your information in public spaces (blogs, social network accounts etc.). This system is Personal Information Source – PIS.
Functionality of PIS:
- collection and preliminary sorting of information from different types of sources: media, social networks, blogs;
- broad or selective translation of original content in public spaces (from posting in blogs and social media to mailing of informational messages);
- creating individual archives/libraries with a convenient customizable navigation system.
The key aspect of classic mass media is its “double orientation”: more viewers and more money from advertising and propaganda. At that mass media are relatively dependant on their consumers, who decide “to read or not to read”, “to watch or not to watch” any given media. This choice is formed by a rating of a newspaper or a TV-show. Ratings are the feedback for mass media owners and managers – one of the factors that influence the creation of content.
This feedback and focus on “majority’s tastes” will inevitably lead to simplification of content. Meaning that with every year mass media become more and more oriented towards the tastes of the most simple and mass scale viewers.
Second important aspect of mass media is almost complete lack of dialogue with consumers and restricted (until quite recently) consumers’ ability to discuss what the read or saw.
Basically a viewer or a reader had an opportunity to discuss news only with a group of people that can be called “his kitchen”. Of course, the weight of a “kitchen opinion” like that was much less important then the weight of an opinion, announced in mass media. As a result – mass media messages were dominant in discussions.
Basically mass media were a sort of a global “umbrella of authenticity” – everything that was published in newspapers or said on TV was accepted by the majority of consumers as the absolute truth.
Nowadays, when technology allows us to broaden our social circle (and horizon) quiet significantly, information became easily accessible and abundant. This, on one side, destroyed mass media’s monopoly on collection and transmitting information to consumers. On the other side it created the “information shower” – excessiveness of information flow…
As the result it was clear that there’s a need in a tool that can, first of all, solve the tasks of consumers, not advertisers or propagandists. So the main difference between mass media and PIS is that Personal Information Source is oriented on satisfaction of individual information needs of a specific person: receiving, storing and transferring information in any form, convenient for customer. One of the ways to solve this task – to use a robotic system of information management, a personal information hub or a press-office.
The main value of a press-office like this – time saving due to arrangement of information from different sources with different points of view. This system works according to a simple, but effective model: passive and active collection of information from all possible sources, its arrangement and storing, sharing own content on different information spaces.
Nowadays these tasks are solved by different program tools and demand user’s direct participation. In the near future we expect the appearance of collective and individual programs and online-platforms that will allow you to deal with this tasks in a more convenient way. Those programs (online-platforms) will give users the opportunity to create their own “newspapers” – a summary of information flow on topics of interest – and to optimize management of their own presence in information space.
The solution of first level – program that carries out the search and sorting of information according to key parameters, defined by a user (words, topics) and is connected to user’s accounts in social media and blogs. So you receive your own information feed, key messages of which you can post on you social media pages and blogs (with your comments) …
Apart from saving user’s time, a system like that will substantially increase the level of incoming information’s credibility, first of all because it presents user with different points of view of the same events.
So the applicability of reputational “weight” of a source becomes more important. It’s the indicator of the level informational source’s credibility.
Imagine that you have already formed your own personal information feed (a stream of messages from different sources according to a topic interesting for you). Yes, you receive different points of view of an event. But how can you compare authenticity (weight) of these points of view? Using the “reputation of a source” criteria. Meaning the level of source’s credibility (more detailed description can be found in the chapter “Reputation of the source (the “weight” of the message)”)