Post on 26-Mar-2015
Egypt’s Outrage - The tipping point where Digital Media takes over the role of Mass media in Emerging Markets.
Gaurav Shrivastav
12.02.2011
Egypt’s Outrage 2011 – Background
AUTOCRATIC RULE
SOCIO-POLITICAL ISSUES
•Police brutality•State of emergency laws•Lack of free elections and freedom of speech•Corruption
ECONOMIC ISSUES
•Unemployment•Food price inflation•Low minimum wages
OTHER FACTORS
•Influenced by Tunisian Revolution•State owned media, controlled by Hosni Mubarak
• Leader-less mass movement
• Outburst of the long standing frustration
• Expression of Outrage on Internet
• Blocking of Internet in attempt to control the uprising. But it failed……
On contrary it had a Viral effect.
Digital Media has become Today’s Mass Media
Earlier the Conventional media was the backbone of Information highway; Now Digital Media is the TRUE Mass Media
Months Weeks Day Hours ‘Live’
Tales/ through horse riders
City newspap
ers
Local newspap
ers
‘Live’ TV/ Digital
Existing Media Management
Morning/ afternoon Radio/TV
news
Outcomes of the Internet Blockade:
People leveraged this media to bypass the shackles of the autocrat through Proxy sites, VPN’s…. It is instrumental in mobilizing the protests. It’s an acknowledgement of power Social media can maneuver Undeniably this medium provided them instant salvation from years of muted unrest within society and the liberty to show the world that a new Egypt will rise from the Phoenix
FOCUS-Pseudo Mass MediaX
‘Live’
‘Live’ TV/ Digital
Months Weeks Day HoursToday’s Media Management Need
FOCUS
Key Take Away for Communicators
KEY LEARNINGKEY LEARNING RECOMMENDATIONSRECOMMENDATIONS
• Cannot be RESTRICTED
• Boundary Less – Connected to World
• Information flow and exchange is Real time
• For, by and of the online users
• Bi-directional
• Appears Chaotic in Outlook
• Acknowledge, Understand and Adapt to
dynamics of the medium
• Listen and Monitor 24*7 - Never loose
an eye from this space
• Be Disaster Ready: Quickly adapt and mitigate
• Develop Online Voice Sentiment Matrix
• Manage your Brand Reputation Online
• Have a Dedicated Online Team
• Identify and Make the key influencers
your advocates – Join the conversation
Thank You
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