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The Communication Ideal – Theorised by Jmac, Visualised by Carlos

June 4, 2009

On Tuesday afternoon I had a catch up with my man Mr Jonathan Macdonald at The Hospital Club. Our chat was varied, but all of it seemed to centre around ‘The Communication Ideal’; Volume One of the theory and fact behind Every Single One Of Us. Jmac started to scrawl down ideas on paper, but after several beers, the quality of the visuals deteriorated! Here it is:

The Communication Ideal - After a few beers...

In order to create a more permanent and viewable record of the conversation, I have visualised it into its simplest form. And here this is:

THE COMMUNICATION IDEAL

 

Explanation:

Upon viewing, the lay of the communications land is heavily divided between information and content versus every single one of us Citizens.

The old world of one-way communication was fine for broadcast, passive media (or ‘cold media’ as Alan Moore calls it) yet the existing landscape, has ultra-effective capabilities to be ultra-connected to one another, along with information and content.

The more personal media channels have become, the more trustworthy environments need to be if they are to be effective. This is because positive personal communications are built from a basis of understanding, resonance and trust. This goes some way to explain the reports showing that 78% of retail purchases are based on personal recommendation.

For a map, we could consider a picture of what is essentially two ‘countries’ in the same world. Governing different rules and serving different Gods.

On one hand we have the Information and Content country. Let’s call this ‘I&C’. This is one with words like ‘value chain’, ‘targeting’, ‘return on investment’ and ‘social media’ dwell. Here is where ‘brands’ are thought to originate from. Here is where organisations, such as ‘agencies’, live. Some species face extinction – others mutate to survive, such is the way of natural selection.

The words and structures the I&C use don’t appear in the other country – which we could call ‘Citizens’. In fact, the I&C are not people at all – they are information, content, products, services, etc – hence are unable to actually have conversations which obviously require more than one person.

Of course, a few Citizens swim over to the I&C but sadly, upon doing so, find they no longer speak the same language as Citizens but are utterly convinced that they still can – leading to all kinds of interesting experiments (known as ‘campaigns’)

Despite the eagerness of the I&C, Citizens are not divided into 14 segments. They can be in theory – if only to make life ‘easier’ for the I&C – but such grouping has often meant that generalizations are made that destroy experiences and dismantle trust. Chaos ensues and many ex-Citizens within the I&C get given a right royal smack on the bum. Citizens just think they are a bunch of losers.

Citizens have a multitude of networks that are centered around shared belief, shared purpose, shared circumstance and shared DNA. They talk with one another and have no interest in, nor understanding of, the country that pertains to have an extreme interest in, and understanding of, them.

In between these two countries, one can see platforms and utilities that have the ability to connect people with one another and/or connect people with information and content.

The bridges that connect the two countries are platforms and utilities too. These can be used in really imaginative ways, however the I&C mainly chose to create enormous speaker systems and turn the volume up as loud as possible, interrupting conversations amongst Citizens – only for Citizens to get upset and wise to the fact this noise is avoidable due to the emergence of really cool technology. The old school I&C in the meantime, still try to find ways of stopping the avoidance – sometimes even involving litigation which doesn’t exactly float the Citizen boat… 

When considering a career within the I&C, it could be said that the only place for a true Citizen to be is a tourist rather than applying for a work permit – concentrating efforts on the platforms and utilities that form bridges whilst maintaining Citizenship in the Citizen country.

Unfortunately for the I&C dwellers – the only way to truly return involves doing and saying things that risk one being labeled as a spoil-sport, trouble-maker or worse, by the I&C Government. Often, simply having an idea will be tantamount to treason so one must tread carefully.

Luckily, there are many elements of the I&C who realise that they now need to learn how Citizens truly are, which is a steep and long learning curve with absolutely no shortcuts. Due to this, even those who wish to ‘humanise’ will catch a few buzzwords and determine that it’s really quite simple, so no Citizen-biased help is required. If only it were that easy.

The good news is that Citizens still interact regardless and ironically some would welcome the chance to be involved in re-shaping the I&C. Despite solid, perpetual resistance of such change by many of the I&C, the signposts are clear that the tectonic plates are pushing the countries together – helped largely by the contracting force of platforms and utilities.

We live in hope.

 

U

 

 

pon viewing, the lay of the communications land is heavily divided between information and content versus every single one of us Citizens.

The old world of one-way communication was fine for broadcast, passive media (or ‘cold media’ as Alan Moore calls it) yet the existing landscape, has ultra-effective capabilities to be ultra-connected to one another, along with information and content.
The more personal media channels have become, the more trustworthy environments need to be if they are to be effective. This is because positive personal communications are built from a basis of understanding, resonance and trust. This goes some way to explain the reports showing that 78% of retail purchases are based on personal recommendation.
For a map, we could consider a picture of what is essentially two ‘countries’ in the same world. Governing different rules and serving different Gods.
On one hand we have the Information and Content country. Let’s call this ‘I&C’. This is one with words like ‘value chain’, ‘targeting’, ‘return on investment’ and ‘social media’ dwell. Here is where ‘brands’ are thought to originate from. Here is where organisations, such as ‘agencies’, live. Some species face extinction – others mutate to survive, such is the way of natural selection.
The words and structures the I&C use don’t appear in the other country – which we could call ‘Citizens’. In fact, the I&C are not people at all – they are information, content, products, services, etc – hence are unable to actually have conversations which obviously require more than one person.
Of course, a few Citizens swim over to the I&C but sadly, upon doing so, find they no longer speak the same language as Citizens but are utterly convinced that they still can – leading to all kinds of interesting experiments (known as ‘campaigns’)
Despite the eagerness of the I&C, Citizens are not divided into 14 segments. They can be in theory – if only to make life ‘easier’ for the I&C – but such grouping has often meant that generalizations are made that destroy experiences and dismantle trust. Chaos ensues and many ex-Citizens within the I&C get given a right royal smack on the bum. Citizens just think they are a bunch of losers.
Citizens have a multitude of networks that are centered around shared belief, shared purpose, shared circumstance and shared DNA. They talk with one another and have no interest in, nor understanding of, the country that pertains to have an extreme interest in, and understanding of, them.
In between these two countries, one can see platforms and utilities that have the ability to connect people with one another and/or connect people with information and content.
The bridges that connect the two countries are platforms and utilities too. These can be used in really imaginative ways, however the I&C mainly chose to create enormous speaker systems and turn the volume up as loud as possible, interrupting conversations amongst Citizens – only for Citizens to get upset and wise to the fact this noise is avoidable due to the emergence of really cool technology. The old school I&C in the meantime, still try to find ways of stopping the avoidance – sometimes even involving litigation which doesn’t exactly float the Citizen boat… 
When considering a career within the I&C, it could be said that the only place for a true Citizen to be is a tourist rather than applying for a work permit – concentrating efforts on the platforms and utilities that form bridges whilst maintaining Citizenship in the Citizen country.
Unfortunately for the I&C dwellers – the only way to truly return involves doing and saying things that risk one being labeled as a spoil-sport, trouble-maker or worse, by the I&C Government. Often, simply having an idea will be tantamount to treason so one must tread carefully.
Luckily, there are many elements of the I&C who realise that they now need to learn how Citizens truly are, which is a steep and long learning curve with absolutely no shortcuts. Due to this, even those who wish to ‘humanise’ will catch a few buzzwords and determine that it’s really quite simple, so no Citizen-biased help is required. If only it were that easy.
The good news is that Citizens still interact regardless and ironically some would welcome the chance to be involved in re-shaping the I&C. Despite solid, perpetual resistance of such change by many of the I&C, the signposts are clear that the tectonic plates are pushing the countries together – helped largely by the contracting force of platforms and utilities.
We live in hope.
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