strengthening radio communities with digital media
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Strengthening radio communities with digital media. Prof Christo Doherty Head of Digital Arts University of the Witwatersrand. Community building. New media/Digital media? Christian broadcasting in a good position to harness digital for community building. - PowerPoint PPT PresentationTRANSCRIPT
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Strengthening radio communities with digital media
Prof Christo DohertyHead of Digital Arts
University of the Witwatersrand
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Community building
• New media/Digital media?• Christian broadcasting in a good position to
harness digital for community building
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• This is because, regardless of whether we talk about cellphones, emails or websites, all digital communications media are about networks = communities
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Tim Berners-Lee
• “The dream behind the Web is of a common information space in which we communicate by sharing information.”
• “The whole spread of the Web happened not because of a decision and a mandate from any authority, but because a whole bunch of people across the 'Net picked it up and brought up Web clients and servers, it actually happened.”
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Lessons from a networked world
• Unlike radio & TV which are systems set-up to make a profit, the Net has come into being in a more spontaneous way
• Broadcasters who understand the centrality of connections and communities to the Net will find a way forward
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The prehistory of the Net – there once were portals
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Yahoo – when a portal wasn’t enough
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Google – the significance of SEARCH
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The consequence of search – disaggregation of content
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Napster and the rise of Peer2Peer networks
• Napster connected people to each other’s music, bypassing the distribution systems of the record companies
• It’s not just about free content – it’s about escaping the control of gatekeepers – and people making their own connections to each other and content
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Facebook etc connecting people to people
• Once people are connecting to each other, the Net is born
• Facebook etc stimulates the proliferation of networks
• Web 2.0/Social Networks are the realisation of the Net as imagined by Tim Berners-Lee
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The Net as the network of connections
• The Net is about maintaining connections
• Not about content (even UGC) but about staying connected
• Connection is life
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No medium has been entirely replaced by new medium, but the old media are transformed by the arrival of the new medium
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Radio is personal medium conducive to community building
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Using digital media effectively
• Enhance relationship with listeners through digital channels
• Use networked digital media to build audience investment in your programming
• Recognise that networked media are social media = feedback loop
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In Africa: what digital media are available to the radio broadcaster?
– Internet usage in Africa has grown faster than in any other region
– Internet users in Africa are estimated to total 32.8 million, a rise of 625% since 2000
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The reality of internet use in Africa
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Internet penetration in Africa
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Internet penetration varies from country to country in Africa
– But when we examine internet penetration in Africa on a country by country basis there are great differences.
Malawi - 0.9%
Seycelles - 37%
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Know your telecoms context
– At present Internet technology is concentrated in a handful of countries
– Any strategy for using digital media must take into account the particular situation of the country or region in Africa that is being addressed
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Mobile phone penetration
• Mobile phone penetration in Africa is over 50%
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Malawi Telecoms
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South African Telecoms
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Botswana Telecoms
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Nigeria Telecoms
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Kenya Telecoms
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Cell phones offer new medium
• The increase in the use of cell phones across Africa has been phenomenal
• In Africa, people use more than one cell phone and different networks to get complete coverage
• SMS messaging is used as a new medium for communication and interactivity
• Cell phones offer viral marketing opportunities to spread “word of mouth” messages faster than ever before
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• “Arguably SMS and the mobile phone hold the answer to Africa’s digital neglect, of bringing African civil society fully into the new world.” - Dubussi Tande, Cameroonian blogger and activist at the Highway Africa Conference, Rhodes University, 2009
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Experiment to find channels which work for your station
Low cost of digital media, invites experimentation to craft custom solutions for your building connections with your radio community
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Classic FM
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