Interestingly, the session this morning on “digital natives”, the people who are already embracing the future, features three women. Cinnamon Pollard – woman behind thevine.com.au for Fairfax to try and get younger people online; Rebekah Horne – general manager of MySpace Australia; and Kath Hamilton – director, Yahoo 7. They are younger than the men of yesterday and dressed more interestingly.
They are talking about the social nature of media consumption in the next generation.
Today’s interesting info:
- Participate for Cinnamon means “rate, vote and have their say” – which is not full participation in my mind. Her audience is under 26 and apparently most of them still live at home. They crave peer recognition. They need to feel as though they’re going to become famous.
- Horne says 3–5 minutes is the longest video you would put online. She is talking about a vampire film made by Hammer that has been posted exclusively on MySpace in 5 minute chunks.
- “Continual partial attention” – the way that digital natives perform media snacking.
- The Vine has been designed to be online, mobile and will become print – probably one page a week in the Sunday paper (bizarre way to do it)
- They’re talking about mobile as the reception device rather than the participation device.
- The Vine has an editorial team of five people. It’s not designed to be a breaking news site so the stories can be well researched and well crafted. The aim is for the stories to be conversation-starters.
- MySpace has 400 people in the US just checking images to make sure they’re suitable for 14-year-olds.
And most hated word for the day: yep, someone actually used incentivise.
ETA: Spoke to Cinnamon in the break. Real participation is phase 2. They have a job opening right now for a Community Moderator. Think I might actually have applied for that and not got it but she said send her my CV, so I will.