Futur des médias : une interconnexion stratégique entre les médias de masse et les médias sociaux. Du Web 2.0 -> Web social -> média 2.0

Voici un excellent rapport Future of media : report 2006 [en][pdf] de Future Exploration Network [en]. Ross Dawson [en] est le président de cet évènement international qui regroupe des entreprises de service-conseil spécialisées dans le développement futur des entreprises et du commerce. Voici un extrait du rapport qui propose un nouveau média mix :

"The Symbiosis of Mainstream and Social Media
A symbiotic relationship is emerging between mainstream media (such as newspapers and broadcast), and social media (such as blogs, podcasts, and online social networks). Mainstream media and social media feed off each other. Blogs provide a vast public forum for discussion of content provided by major media. Leading blog search engine, Technorati, has enabled every online piece on The Washington Post, Newsweek and Associated Press newspapers to display the complete blog discussion about that article, turning an article into a conversation visible to all. At the same time, it has become common for mainstream media to quote blogs and bloggers, sometimes exclusively, and the conversations between bloggers often provide the ideas for media stories. Together, mainstream and social media create a single media landscape in which we can all participate.

:: Key features of social media

- Conversation is almost by definition the heart of social media.
- Relationships between people and ideas emerge in a very
different fashion from the one-to-many configuration of mass
media.
- Annotation is commentary on and reference to existing
information and ideas. This will soon spread into geospatial
annotation, where conversations are generated around physical
locations.
- Self-exposure is a more powerful driver of social media than selfexpression.
The exhibitionism and associated voyeurism of blogs
and social networks are a key factor driving participation.

:: Key features of mainstream media

- Access is a distinctive feature of mainstream media, whose
representatives can reach almost wherever they want, by virtue
of their position and infl uence.
- Production capabilities are extremely high based on capital
investment and expertise.
- Consistency of output and quality assurance is expected, along
with reliability – people know what to expect.
- Professionalism as a characteristic of mainstream media cuts
both ways – there are clear standards and a high degree of
talent, yet professionalism is a box that amateurs can easily step
outside of to innovate. "

Ils ont aussi créé un excellent schéma qui représente un "framework" stratégique accompagné d’une description des divers éléments qui permettent l’interconnexion des médias de masse et des médias sociaux.

Version grand format : Future of Media Strategic Framework [pdf].

• The consumer/ creator archetype
• The matrix of content
• Format shifting and creating new formats
• Revenue and ad aggregation
• Distribution: channels, devices, mobility, and video everywhere
• Globalization and localization
• Intellectual property and media

Une description de ces thèmes dans le billet officiel sur le blogue de Ross Dawson : The Future of Media Strategic Framework [en].

Beaucoup de proposition de réponse, mais surtout, ils posent les bonnes questions que tout les types de médias devraient ce poser pour modifier leurs pratiques commerciales leur permettant de s’adapter au nouveau contexte du Web social (Web 2.0) actuel.

Nos médias québécois et canadiens devraient s’en inspirer pour analyser le portrait global et développer des stratégies d’interconnexions entre les médias traditionnelles (télévision, radio, journaux) et les nouveaux médias sociaux (Internet, blogue, podcast, vidéo, RSS, SMS).