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Power equation

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I have been thinking about how to explain the shift in communications to professional communicators within companies. That communication is not a skill, it is a survival trait. It is considered a skill within a particular environment that requires specific ways of processing, broadcasting and receiving information. But if the environment changes, then the skill may no longer be relevant. And such shift has occurred in communications and media industries because of the internet.

We now have the POWER to do things we couldn’t do before, we have the tools and the technology that enable us to go direct and bypass. That’s a real power in the world where intermediaries form entire industries. The ‘power to the person’ is the most important development for me so far.

Then there is the rise of CONTEXT. The web has removed physical limitations on space. Data was expensive to create, store and move around and now it is not. This made room for context, which is becoming at least as important as the data. In fact, it is what make data and information the skeleton, giving shape to the flesh and skin but it is no longer the whole body and finish. The important thing is that context can be provided only by a human mind. It cannot be automated – when creating or absorbing it.

Finally, there is DISTRIBUTION. The networked nature of the web has changed the nature of the expensive part of the media – getting their content to the desired audience. But online, the content does not contain any more and people formerly known as audience are now co-producers and distributors.

All this adds up to many groovy things. The important one for communicators is that communication is now the default, not a skill.

Communications equation

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4 Responses to “Power equation”


  1. Jackie Danicki » Learn it, live it, love it
    on Sep 22nd, 2007
    @ 23:20 pm

    [...] came up with this power equation recently – something every person working in so-called communications should know. (Actually, [...]


  2. links for 2007-09-23
    on Sep 23rd, 2007
    @ 12:23 pm

    [...] Power equation : Media Influencer I have been thinking about how to explain the shift in communications to professional communicators within companies. But if the environment changes, then the skill may no longer be relevant. And such shift has occurred in communications and media industr (tags: context power distribution communication social web) [...]


  3. Adam
    on Sep 25th, 2007
    @ 14:19 pm

    True enough, but just because communication is the default, and it’s meaningless to be the communicator in a business, it doesn’t mean that you can’t be a skilled communicator.

    We can all (pretty much) run, but while some of us will have to stop, gasping before we leap on the bus, other people regulalrly run marathons.

    What the internet does is take away the distorting effect of scarcity on the communicator’s skill levels in gaining attention.

    Everyone will have to be able to communicate – but skill will still determine how effective that communication is.


  4. Internettets power equation « anders stougaard
    on Sep 27th, 2007
    @ 19:19 pm

    [...] ikke flytter magt i sig selv, så åbner den nye døre for de, der vil gå gennem dem. Postens centrale pointe varsler nye (og spændende) tider for kommunikation: “All this adds up to [...]

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