Saturday, January 12, 2008

Fallacies about cross-media

Yesterday I talked about the inaugural speech and the book of Harry van Vliet on cross-media. The book bears the title Indola of the Crossmedia, a nice mysterious title. Van Vliet poses the thesis that the cross-media domain is dominated by casuistry and the drive for success stories for idols, but sweep reflection and (historical) analysis under the carpet of turbulence as too academic and too difficult. This thesis is like music to my ears. Looking around in the literature and educational institutes, in what context cross-media is used and especially misused, it is clear to me, that the term is often used superficially. Don’t shoot on moving targets, is usually the advice.

It was Francis Bacon who wrote in 1620 about indola: assumptions, fallacies, prejudices, fables and deviations, which have been incorporated in our thinking. These idols are blocking our scientific thinking. Van Vliet offers some examples, which are quite common. Whenever there is talk about the ICT habits of teens, fathers and mothers start the famous sentence: ”when I look at my children …” and start praising the multitasking capabilities of their kids. To Harry van Vliet this is just a lack of concentration. (and IMHO laziness of the parents to get familiar with the new toys like Facebook, Second Life).

A list of indola of cross-media are:
- cross-media is all about distribution;
- cross-media is only about economic vales;
- cross-media is a vague concept;
- there is a media revolution going on;
- consumers are active, know what they want and act accordingly;
- cross-media will pass in time;
- the new generation is cross-media gifted;
- cross-media is not dangerous;
- Web 2.0 is big business.

Van Vliet makes clear that he wants to research cross-media not by creating a horizon, but by taking steps from the position, where we are, into the direction of the horizon with passion and precision.

Blog Posting Number: 975


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