I suspect the vast majority of media people have never heard of the Cluetrain Manifesto. I think it should be mandatory reading for anyone working in a media or marketing organization. I find it incredible that 10 years ago the authors of the Cluetrain Manifesto had the foresight to envision the impact the Internet would have on the whole of society.
To commemorate the 10th anniversary, today as many as 95 individuals will be writing a blog post on one of the theses. I chose to write on thesis #6: The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
This one thesis foretells of the massive changes that are now occurring in the media and marketing industries. It recognizes that the Internet revolutionizes communications, making one-to-one and one-to-many conversations possible and therefore turning the unidirectional mass media into antiquated and ultimately irrelevant industries.
Mass media has served two functions, the first being the delivery of news, information and entertainment to an audience. The second function is to aggregate that audience and sell advertising to marketers. The Internet has caused both of these functions to become commoditized. There is no longer the need to have a multimillion dollar printing press or broadcast license in order to serve either of these functions.
Not only are the mediums themselves antiquated, the marketing models for the promoting of brands goods and services are now ineffective as well. To me, this thesis represents the single greatest impact on our society. There is no question as to whether this thesis is right or wrong - the question is - how we deal with this new reality.
Congratulations Cluetrain Manifesto authors…ten years have
only stood to validate many of your theses.
Congratulations Cluetrain Manifesto authors…ten years have only stood to validate many of your theses.
By Jose Leal