Posted on 

 by 

 in , , ,

Invisibility And Context

Invisibility is an odd goal to have. We're so used to shouting for attention that the idea of going wholly in the opposite direction feels plain wrong. But I think in some ways it's an interesting objective.

It's interesting for media. People don't think in channels, they think of content, and accessing that content whenever and wherever is convenient for them. So content needs to be enabled to move seamlessly across platforms so that it is easy to find, easy to interact with, easy to share. As soon as this is your starting point, it becomes increasingly irrelevant to think in terms of channels.

As what Faris calls the "modalities of media" continue to blur, it makes less and less sense for example, to talk about 'being online. Content becomes portable, unhinged from legacy devices, provisioned for every device.

So it is with technology:

Image courtesy

What Kevin Kelly talks about is technology so immersed in everyday life that it is ubiquitous, essential, but invisible. Like the alphabet.

So it's curious that whilst the notion of 'channels' disappears, context is taking on a whole new meaning. We've always had the where, the when and the how of media. Now we have a whole bunch more where, when and how, and a great big who. It's a point made nicely in this presentation by Helge Tennø :

"It's about people, and the stuff that happens between them."

18 responses to “Invisibility And Context”

  1. Andrew Robinson Avatar
    Andrew Robinson

    Great post. This is something I’ve been thinking about for a while, but in terms of digitally-illiterate people thinking that it’s just a case of saying “let’s do a viral” and then having internet success.
    The digital landscape today needs a much more sophisticated approach. Brands need to invest in a content strategy, rather than a channel strategy. This will help them to create stuff that’s spreadable and multi-platform. I think if they do this, brands will find it much easier to get ahead digitally.

  2. Andrew Robinson Avatar
    Andrew Robinson

    Great post. This is something I’ve been thinking about for a while, but in terms of digitally-illiterate people thinking that it’s just a case of saying “let’s do a viral” and then having internet success.
    The digital landscape today needs a much more sophisticated approach. Brands need to invest in a content strategy, rather than a channel strategy. This will help them to create stuff that’s spreadable and multi-platform. I think if they do this, brands will find it much easier to get ahead digitally.

  3. Mikej Avatar
    Mikej

    the easiest way I have found around this is to get a teenager on camera talking about their media.
    They dont understand what we are all going on about. It truly is ubiquitous to them. They speak about cool things that interest them. Not on their phone or on their computer. Just something that interests them and how or what they shared with their that experience with their friends
    So lets start creating interesting things for them to enjoy and share. Then we figure out what the content and channels to drive that are

  4. Mikej Avatar
    Mikej

    the easiest way I have found around this is to get a teenager on camera talking about their media.
    They dont understand what we are all going on about. It truly is ubiquitous to them. They speak about cool things that interest them. Not on their phone or on their computer. Just something that interests them and how or what they shared with their that experience with their friends
    So lets start creating interesting things for them to enjoy and share. Then we figure out what the content and channels to drive that are

  5. neilperkin Avatar
    neilperkin

    Thanks for the comments both.
    Mike – well put – when I talk to my (teenage) niece and nephew about this stuff they look at me as if to say “…And?”

  6. neilperkin Avatar
    neilperkin

    Thanks for the comments both.
    Mike – well put – when I talk to my (teenage) niece and nephew about this stuff they look at me as if to say “…And?”

  7. niko Avatar
    niko

    not to be a cynic for cynic’s sake, but the fact is that apart from nieces and nephews who take this for granted we also have aunts and uncle’s who are not with it..
    so sure content and context are king, but for entires gens, medium choice is still important.
    the sum of the parts does lead to great and beautifull convergence, but the parts individualy still need to work as stand alone experiences.
    so thinking in medium specific terms can and is still a valuable (revenue) way to think..

  8. niko Avatar
    niko

    not to be a cynic for cynic’s sake, but the fact is that apart from nieces and nephews who take this for granted we also have aunts and uncle’s who are not with it..
    so sure content and context are king, but for entires gens, medium choice is still important.
    the sum of the parts does lead to great and beautifull convergence, but the parts individualy still need to work as stand alone experiences.
    so thinking in medium specific terms can and is still a valuable (revenue) way to think..

  9. neilperkin Avatar
    neilperkin

    Hi Niko. Sure, but I wonder for how long. Example – my commute to work – where not so long ago everyone was reading newspapers, now a significant proportion (of all ages) are watching DVD’s on their laptops, going online, accessing content on their mobiles. Portable media. Content which is unhinged from legacy devices. The point that Richard Titus (ex BBC mobile) made about the i-player on my post here, I think is relevant to
    http://bit.ly/EOAN

  10. neilperkin Avatar
    neilperkin

    Hi Niko. Sure, but I wonder for how long. Example – my commute to work – where not so long ago everyone was reading newspapers, now a significant proportion (of all ages) are watching DVD’s on their laptops, going online, accessing content on their mobiles. Portable media. Content which is unhinged from legacy devices. The point that Richard Titus (ex BBC mobile) made about the i-player on my post here, I think is relevant to
    http://bit.ly/EOAN

  11. Authority Networker Avatar
    Authority Networker

    Many people buy into the crappy downline secrets and internet network marketing lead generation tactics of IM gurus and not much attention is paid to the quality of the product that is being sold. You must be able to identify the needs and frustrations that your potential clients face. Then you should develop an attractive and personal business identity. This is the concept behind attraction marketing, a new internet network marketing lead generation technique where you develop ongoing relationships with clients and become a person of value by educating your buyers first and then moving them along the buying path in your communications. A quality product combined with social media marketing is a perfect attraction marketing strategy to establish your presence in a number of different places on the Web and reach potential customers anywhere in the world. Just imagine the social media profits you can have in being able to recruit people from different places.

  12. Authority Networker Avatar
    Authority Networker

    Many people buy into the crappy downline secrets and internet network marketing lead generation tactics of IM gurus and not much attention is paid to the quality of the product that is being sold. You must be able to identify the needs and frustrations that your potential clients face. Then you should develop an attractive and personal business identity. This is the concept behind attraction marketing, a new internet network marketing lead generation technique where you develop ongoing relationships with clients and become a person of value by educating your buyers first and then moving them along the buying path in your communications. A quality product combined with social media marketing is a perfect attraction marketing strategy to establish your presence in a number of different places on the Web and reach potential customers anywhere in the world. Just imagine the social media profits you can have in being able to recruit people from different places.

  13. wow gold Avatar
    wow gold

    buy cheap wow gold,cheap buy wow gold buy wow power leveling wow gold buy cheap wow gold cheap wow gold buy buy wow goldbuy wow gold world of warcraft gold buy gold cheap wow gold gold buy world of warcraft gold.
    09.06.04T

  14. wow gold Avatar
    wow gold

    buy cheap wow gold,cheap buy wow gold buy wow power leveling wow gold buy cheap wow gold cheap wow gold buy buy wow goldbuy wow gold world of warcraft gold buy gold cheap wow gold gold buy world of warcraft gold.
    09.06.04T

Leave a Reply