BUS203: Principles of Marketing

Traditional media can be limiting when viewed as the only influence on new social media. Think of a famous athlete's Facebook post seen and raucously responded to by thousands of people. Would that have been possible through traditional media like a paper newspaper or radio broadcast? No. But now imagine it in this ancient amphitheater in Syria (below). That athlete could have shouted an insult at an opponent, and gotten roars of approval and disapproval from the crowd. Spectators may even have gotten into fights with one another. Those types of interactions have a long social history.

The Bosra pano in Syria: This amphitheater from the ancient Roman empire afforded viewership by a large crowd that also interacted with one another.

Humans can communicate to broad and distant audiences using many other means outside of print or broadcast media. These include:

• Vocalization and voice amplification
• Staging for visibility
• Oversize objects
• Movement and dance repertoires
• Songs and repetition

This giant puppet is one example of a means developed before digital social media to communicate a message to many people using performance and imagery.

Some of these means of communication are very old. But the smartest developers and users of new media let every possible means of communication and visibility inspire their designs and practices.

It is important to recognize that when we use media, we communicate and spread our ways of interacting with these media, not just the content delivered by the media. Theorist Marshall McLuhan referred to this with the phrase, "The medium is the message".

When developers consider new features, they have to consider what is present in the cultures that will interact with those media. If a feature relies upon brand new methods of interaction, it increases the likelihood that those media will confuse users. See one interesting way people are looking at new gestures developed in the digital age.