May 30. The future is hidden in plain view. At the moment traditional journalists are paradoxically among the very last to see or get journalism’s best and brightest future.
- In this future, interactive, dialogic media will transform passive readers and viewers of monologic media into active users and participants. (This much everyone sees happening today.)
- Interactive, problem-solving media will initially disrupt but eventually co-exist with traditional information-disseminating media like newpapers, magazines and non-interactive TV.
- The smaller, targeted and hence excluding audiences of traditional media will rapidly aggregate themselves into the very large, all-inclusive audiences of problem-solving media and its twin cousins: opportunity-maximizing media and conflict-resolving media.
- Non-partisan, all-inclusive mediating media – media that aggregate all members of a community, large or small, in order to define and solve problems, maximize opportunities and resolve conflicts – will disrupt and substantially reduce the impact of media that tend to divide or polarize segments of a community against each other.
- Believe it or not, mediating media will bring out the best in citizens and government, not the worst.
- Aggregating media will target the NEW HOLY GRAIL OF MARKETING: the MARKET OF THE WHOLE of all members of a community, old and young, male and female, gay and straight, rich and poor, left and right, native and foreign born.
- The ultimate market of the whole in America? It’s all 300 million Americans.
- The aggregation of smaller exclusive audiences into larger inclusive audiences will occur at local, state, national and, in time, international levels.
- These ideas flow from Marshall McLuhan’s global village and George Gilder’s amazingly prescient little book, Life After Television: the Coming Transformation of American Life (1988).
How could the logic of this future not be any plainer?
Didn’t President Obama promise this future to America in 2008: a future where citizens and government actually listen to each other and work together to solve problems?
Yet who’s building the non-partisan, mediating media needed to make this future a reality? (We are, right here, for one.)
Why doesn’t America already have a problem-soving, mediating media? Here are several reasons.
And – most important for Chicago’s underemployed journalists – how can a mediating media be monetized? Well here’s one way of many we’ve thought of.
Wake up, People!