If you look at the world around us through the prism of publications in recent years and months, there will be a feeling of the approaching end of the world or at least the end of the present civilization. Here the invasion of migrants, which can not digest Europe, and unexpected Brexit, and elections trump. Along with global challenges there is a continuous flow of negative information about children that stopped to read about the Internet, littered with fake quotes about garbage that clogged the bookstores, about the pseudo-and liaoliao replying to the television.
There is a feeling that the world again became stupid, mired in incompetence and amateurism, replacing art performances, music, DJing, poetry and rap. We will not discuss how this is true, you will agree that the perception of many people the world really has gone mad, and this should be considered.
While more recently, the world seemed unshakable. The United Europe, Internet painless conquered the apartments and continents, well-being increased, and the main problem was global warming, contested also very serious scientists. However, it appeared that well-being is growing too uneven and there are many people who have not received from economic growth to almost nothing; the Internet thanks to social networks crumbled into many small communities in the spirit each other not tolerate, and if confronted, the comments quickly turn into a monstrous abuse; the problems of migrants, cultural and social inequalities, mixed with the religious Foundation, split single, it would seem that Europe, shaking a prosperous America and create conflict around Russia and other former USSR countries.
Why ceased to work unifying the mechanisms of what happened, with a stable social systems and where the world is moving? The answers to these questions are likely to be sooner or later found, but the search will be difficult and long.
First, let us remember that our world is collapsing repeatedly from a completely steady state. In the eyes of our ancestors peace and prosperity of the quiet of Europe at the beginning of the XX century gave way to the endless wars that don't seem to have stopped 30 years – from 1914 to 1945, it is time to talk about the new thirty years war. And in General, any Golden age gives way to the age of the faults, challenges and confusions. And last but not least the reason for this becomes, alas, the scientific and technical progress. This is the best NTP unexpectedly mixes the cards on the table from wealthy players and forcing the world to change the vector of development and unshakable.
When in 1440 Johannes Gutenberg invented the technology of printing, no one imagined how this discovery will change the world. On the one hand, the mass dissemination of relatively cheap book production stimulated the development of literacy, contributed to the growth in the number of scientists and students and made available to a wide range of people the text of the sacred books. All this, of course, led to the unification of the world. But, on the other hand, while books were a rarity, most of them went to Latin – the then language in the world. The growth of printing led to opportunities to cover the national languages. As a result, the growth of national consciousness and the struggle of Nations for self-determination. Here it is the roots of our modern nationalism?
The next blow struck the stable world of the reformation, also received an opportunity to spread due to cheap printing. Who knew Martin Luther outside a narrow circle of like-minded people, if not for the power of the mass press? The result of all this was the century of religious wars that ended the terrible Thirty years ' war (1618-1648).
Two centuries after the wars of religion information technology has made another breakthrough, giving the possibility of cheap mass printing in large editions. The world was filled with newspaper wave. Penny Newspapers were given the opportunity to almost everyone to be aware of world and local events, to know and understand a lot more. And again we see the rise of literacy and the explosive growth in the number of students, the emergence of modern science. But, on the other hand, at this time there is much-hated by many, but nonetheless actively read tabloids, using cheap labor Newspapers and leaflets the spread of the erase the border between the States of Marxism and at the same time the rise of nationalism, fueled mass regional Newspapers have had the opportunity to Express their point of view. Last but not least this surge of nationalist sentiment spawned the conflicts that led to two world wars.
The second half of the XX century passed under the sign of television, which largely were able to calm the raging world of passion. The monopolization of the telecommunications market and control over distribution channels has enabled States to a greater extent to keep track of the agenda facing the society. All that did not get on television screens, in fact, remained unknown to the General public. And the more monopolized the political life in the country, the more this affected the monopolization of the television picture. However, even in the case of real competition television channels tried to stick to the middle position, like removing the ultra-right and ultra-left views, not only globally, but also within intra-party debate. Such weighted average position gave the impression of a public consensus, which apparently suited the majority of the population.
The situation began to spiral out of control with the advent of the Internet, but the most dramatic change began after the advent of global social networks. It would seem that we have the same media, received a new distribution channel. However, all is not so simple. Social networks gave people two significant options: 1) the ability to find like-minded people, wherever they were, and 2) to be closed from the unpleasant, uncomfortable or uninteresting information. The result is a small group of extreme, intolerant, far-left and far-right citizens – all those who carefully ignored the information mainstream, got their hands on information weapons. It turned out that these groups, though small, spin-off, be interesting as a target audience, and a whole cohort of new or old politicians tried to ride this unexpectedly discovered electorate.
So, we can fix the dual nature of the Internet revolution. On the one hand, she was involved in information processes a huge number of people, globalizarea markets information, on the other hand, it is divided into a huge number of local clusters are poorly connected. Interestingly, this feature had many previous information revolution, creating an information market and simultaneously granulating it. Indeed, television has avoided such clustering due to technological reasons.
Before us is the information revolution, caused a radical change. But this revolution is instantly transferred from the information sphere to all others in business, religion, politics, science, education. Any abrupt change in sources of information leads to a change in community leaders, academic authorities, politicians and media just people. Remember how hard it was adapted by the actors of silent movies to the sound. The textbook has become an example of the televised debates of Kennedy and Nixon, where a young candidate won due to the appearance. On the Opera stage now reign young graceful singer who can not only sing and play, but also to dance, as modern TV demanded it.
The current revolution, the revolution of digital media and social networking happened so abruptly and unexpectedly that the company simply did not have time to adapt. While the old institutions of reputation (social, scientific, professional, political) has practically stopped working. The result was discredited by numerous groups of experts, who grew up in the old "TV" time.
It happened largely because the cost of creating the media product video, articles, books, or clip – declined sharply, expanding the circle of people committed to this market. The number of sites on which to place such information has increased thousands of times. Of course, the level of such sites, their status and influence vary greatly, but their abundance and rapid turnover has led to the fact that people can't focus their quality, seeing it all as one big Internet. In fact, if there existed a closed expert community, now all these experts like went to chat to the big market square, where the discussion involved a lot of people poorly representing themselves the subject of conversation. The old leaders of public opinion, having lost its influence, often try to avoid uncomfortable and confusing Internet sites, becoming isolated in the usual television or newspaper space. They scornfully refer to this new world, believing the inhabitants of the electronic media of semi-literate Amateurs are involved in profanation. And in some ways they are right: the new digital environment is still evolving, and professionals are equal in terms of old masters, there's just yet.
Of course, in this big Internet pretty soon there will be new experts, specialists, scientists and media persons, who will be able to ride a new information channel. But it already will be others who will be able to build your reputation in a new, highly competitive environment. They will have to work with this unusual, highly segmented audience, combining in his work the methods of the old experts and media people with modern aggressive marketing, using skills as a popularizer and showman, destroying the stereotypes of the XX century and building a flexible media environment of the XXI century, which, of course, will be very interesting.
How the experts survive in this strange and unfamiliar world? First of all, drop the snobbery inherent in scientists, experts and other specialists. The world is changing and we have to change with it. In this world you must learn to write simple and clear texts to deal not only with science but marketing, to understand that the spread of ideas depends not only on its quality but also on the level of presentation. You need to learn to debate not only among specialists of the same level but also among the ill-prepared Amateurs, which can be referred to many officials and other decision makers. And there will have to find a balance between highbrow literature and simple language television shows, social networking, and public policy. Whoever wins in this competition and will shape the world in which to live for us and our children. The competition chooses not the best representative but the most hardy and adapted. Keep this in mind, whoever you were – a scientist, a politician or a businessman. This is the General rule of the game called "life".
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