Do you have hundred of promotions coming to your email box everyday? Apart from the spam, some of my emails are e-flyers, e-newsletters from airlines, hotels, travel agents, banks, associations, clinics and schools for example.
Today I think about how gatekeeper can influence audiences with spreading out persuasive communication. Gatekeeper should make sure that everything is well prepared, by advocating relevant information, screening sources, transmission, encoding and decoding. Is it a complicated process in particular with contemporary technologies to match them up?
Indeed, receivers will decide then if these media messages are useful or spam.
It mostly depends on the quality of message gatekeepers have sent out.
Receivers are not only choosing to consume or not consume, they will pay attention and keep the information in mind or ignore it.
As a matter of fact, technologies contribute to enhance organizational PR reputation to spread messages all over the world easily, faster but also efficiently and at a very low cost.
Today I think about how gatekeeper can influence audiences with spreading out persuasive communication. Gatekeeper should make sure that everything is well prepared, by advocating relevant information, screening sources, transmission, encoding and decoding. Is it a complicated process in particular with contemporary technologies to match them up?
Indeed, receivers will decide then if these media messages are useful or spam.
It mostly depends on the quality of message gatekeepers have sent out.
Receivers are not only choosing to consume or not consume, they will pay attention and keep the information in mind or ignore it.
As a matter of fact, technologies contribute to enhance organizational PR reputation to spread messages all over the world easily, faster but also efficiently and at a very low cost.
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I agree with your breakdown of the 'traditional' role of the gatekeeper but new technologies mean that increasingly that role is becoming sidelined.
ReplyDeleteBloggers do not really care about what the gatekeeper considers relevant information because they've searched for themselves or they've had an online chat with a source.
As I do the reading for this module, I'm convinced that the real role in future is that of counselling and advising on how best to respond to information that is already out there - not the material being prepared for the next campaign.
I would like to agree for the fact that gatekeepers are important and can help us with all the spams and free e mail we receive in the in boxes but i don't agree with you .It is hardly we get relevant emails so most of them are spam or just a promotion and it does not only give way to virus but almost everything .
ReplyDeletePerhaps this is the paradox of technology - a massive expansion in the capacity of groups to organise (a phenomenon dubbed revolutionary by Shirky) but matched by such a blizzard of junk that people are unable to focus sufficiently on what really matters?
ReplyDeleteThe old media were gatekeepers. Maybe we all live in a digital version of Plato's cave, chained and transfixed by the glow of the mobile phone or computer screen?
PR role is multifunction. Perhaps PR is following technology and people are following PR in daily life...
ReplyDeleteShirky sees 'an intense period of experimentation' with new communication technology which would explain the blizzard of junk. But the Internet is also having more fundamental affects on the nature of communication, which is documented in academic texts and the evidence of which pokes out from time to time from beneath all the online debris (see Hans-Juergen Bucher). It's an exciting time to be communicating!
ReplyDelete