Post on 21-Jan-2015
description
Rediscovering Contents in the Connected World
Dr. Agnès Jiyoung YUN Founder & CEO
Organic Media Lab, Inc.
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(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Organic Media Lab, 2013!
[Friends)Network])
!!
Searchers!
Search!
Publishers!Organic Media Lab, 2013!
[Match!Making!Network!(Google)]!
!!
!!
!!!!
Domination of Networks
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24H Connected Users
http://edition.cnn.com/2013/05/02/travel/london-city-airport-internet-of-things/
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사용자의 매개에 기반한다
매개가 네트워크를 만든다
진화하는 유기체다
Organic Media
연결이 지배하는 미디어 세상
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
What is Content?
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Traditional meaning of Contents
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Extension of Contents
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콘텐츠의 1차 정의
•소비자 관점: 시간을 써서 즐기고 소비하는 것.
• 공급자 관점: 소비자의 시간을 뺏는 것.
But…
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287 Highlighters
Popular Highlights
Contents are Everywhere
“We don’t make money ! when we sell things. !We make money ! when we help customers ! make purchase decisions.” !! – Jeff Bezos –"
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공감, 소통, 공유…, 연결
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콘텐츠의 2차 정의
•커뮤니케이션에 사용될 수 있는 모든
것(Things).
•우리를 연결시켜주는 모든 매개체
(Mediator).
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
내가 너의 이름을 불러 주었을 때 너는 나에게로 와서 꽃이 되었다…
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콘텐츠의 본질 = 연결 콘텐츠는 관계를 만든다
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MediaTransformation
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3 Components of Media
Context
Container
Content
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Content
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Container
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Context
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(Missing) Context!
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New$(Physical)$Containers$New (Physical) Container
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Multiplication of Contents
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Structural Container
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Fragmentation of Contents
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Reconstruction of Contents
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Extended Context
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Context'Extended Context
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Seamless Context
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Advertising Transformation
•Container Newspaper -> TV -> PC -> Mobile !
•Context Space -> Keywords -> SN -> Location !
•Contents Commercial -> Infomercial -> Information
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Content Strategy
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Organic Media Lab, 2013!
[Mass%Media%Network]%
From Space to Network
미디어는 네트워크다
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Strategy! Physical Space based! Network based!
타겟(Target)! 대중(Mass)! 개인(Individual)!
과정(Process)! 모으다(Aggregate)! 참여하다(Engage)!
목표(Objective)! 도달하다(Reach) ! 연결하다(Mediate)!
Organic Media Lab, 2013!
!!
From Space to Network
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Listener
Correspondant
Mediator
From Space to Network
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Product as Mediator
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Implication for Content
• What is the goal? Delivering vs. Mediating
• What is the value? Message vs. Relationship
• What is the matter? Contained vs. Context
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
사업자와 공중(Public)과의 관계를 관리하는 것
vs. 사용자들간의 관계를 매개해주는 것
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The End is the Beginning
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Recommended Readings
•윤지영, 오가닉 미디어: 연결이 지배하는 미디어 세상, 21세기북스, 2014
http://organicmedia.pressbooks.com !
•노상규, 스마트 경제와 네트워크 비즈니스, 2014. http://networkbusiness.pressbooks.com
(CC By SA-3.0) Agnes Jiyoung Yun, Organic Media Lab(http://organicmedialab.com), 2014
Any Questions?!
yun@organicmedialab.com!www.organicmedialab.com !
Facebook: yun.agnes!Twitter: @agnesyun!
!