Do tribes need media?
I was reading Shel Israel’s post on online tribalism and the future of social media, when I started thinking, if - and if so how - tribes and media, as we have come to know them before the advent of new media is a match?
If it’s in our DNA to be tribal, what role does an entity play which consistently make it a virtue about beyond above and beyond the tribe? To know what’s right and claim the right to tell the rest of us?
It’s a fascinating thought. Because maybe one of the reasons why a lot of traditional media is facing such hard times today is because it was an artificial thing to begin with. Something non-DNA to us that exploited an opportunity to monopolize a service, which we, once we got to know it, grew accustomed to and consumed because the alternative was not really?
Looking at it the other way around, the real interesting question is whether media could take advantage of some of the tribal aspects to actually carve out a future for themselves? I strongly believe they can. But it takes going into the niches and putting itself to the service of the people.
Only that way can media ever be an integral part of the DNA of the tribe, I think.
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2 comments
Would you say, that one of the characteristics of a tribe is the notion that there has to be a leader one to make decisions and guide? If so, and this is just a quick non thought idea and question. Is it then in our DNA that we should be guided and that this is actually the role of traditional media and the reason mass media and culture has survived for so long? Are we created to cope with the flexibility, openness and number of choices the new web gives us?
You ask whether media could take advantage of some tribal aspects and carve out a new future. I would say both yes and no. I would say that blogging is an excellent example of tribal connection, as we tend to form small groups based upon niche interest. I don’t know if it is possible for media to replicate this and take part in the “tribe” but what they may be able to do, is to facilitate the connection between tribe members. This could either be through vertical blogging networks or with the highly debated citizen journalism concept. This approach would make them the facilitator and it might be a future source of revenue.
I don’t say anything in this case. That’s why I ask :-).
Having said that I don’t think a tribe needs a leader per se. A tribe to me is more of a loose gathering that has a shared meaning within a given context. Ie. we may flock differently depending on context.
Having said that I think mass media has survived so long because it was the only viable way of providing context. Today it’s no longer so, and I think thats why I’m questioning whether there is a place for media in a tribal context.
I think we’re aligned in the opportunities for media going forward. If media is to play any role they need to redefine themselves into the facilitator role more than the guide/parenting role, journalists and editors love so much.
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