Theme 1: The new media ecology
Digital is now a revolutionary ingredient in all media from TV through to posters and events as well as those media that we used to call “new”.
At a fundamental level Digital now links up all media. This means that we can no longer think about “channels” that offer one or two way communication but in terms of an ecology in which all media are linked and interact with each other.
Mobiles, much hyped as that most ubiquitous and intimate of media, are at last coming into their own. Most people now use the web at several points in any significant information gathering or purchase process.
The next generation of citizens and voters move seamlessly between media, which is seen simply as media rather than distinguishing between traditional or digital media. This digital revolution is causing a rolling reappraisal both thinking and practice in communications.
