Posts tagged Matt Locke

In the last century in particular, applause has been tamed — abstracted by the technologies of mass media, and constricted by the etiquette of high culture. Learning how to clap appropriately is an essential part of being a good citizen, whether you are applauding the speech of a dictator, or not applauding between the movements of a classical performance.

But we rarely think about why we clap in the way that we do. Applause serves multiple purposes — it gives the crowd a voice of approval (or, in its absence, rejection), it gives artists a feedback loop that they can work with or against in their performance, and it gives those in power — whether cultural entrepreneurs or machiavellian politicians — a tool they can use to turn public opinion in their favour.

In order to tell the story of how applause has been tamed, we first have to notice how it works in our culture at the moment. Because we tend to think of applause as a natural response, the best way to notice it is by looking at what happens when applause goes wrong.

via https://medium.com/s/a-brief-history-of-attention/wild-applause-how-the-twentieth-century-tamed-the-audience-b796e18b01b1

It wasn’t until I left broadcasting that I realised how complex and controversial the words ‘story’ and ‘audience’ really were. I called my company ‘Storythings’ for two reasons - one was because I’d been running a conference called The Story for a few years that was pretty much the genesis of the company, and the second was because I was more interested in stories than I was in technology. I’m fascinated by how we tell stories now, and the new relationships we can have with audiences across all sorts of interesting contexts and platforms.

But when I started talking to clients, I was surprised by how those two words - Story and Audience - meant completely different things to different people. Stories seemed to be the hot new idea in marketing, and every brand wanted to know how to tell their story, or to hear their customers’ stories. Transmedia gurus were trying to convince us that stories were many-tentacled hydras, performing complexly choreographed dances to lure fans into their narratives.

But no-one outside of broadcasting really used the word ‘audience’. There were customers, fans, users, subscribers, followers, networks, communities and participants. Audiences were points in a cloud of big data, or a constantly updated Chartbeat report. Audiences were presented as infographics, or studied as psychological experiments.

via https://medium.com/a-brief-history-of-attention/after-the-spike-and-after-the-like–5b78a9f4d1ff

Alongside the familiar patterns of mainstream attention, there are a huge number of new patterns that could only exist in digital culture. Some of these patterns are very slow, with attention accruing over months or years, as social recommendation or small groups of fans gradually accrue around content. Some are extremely fast, synchronising audiences’ attention around a piece of culture within days, before moving on just as quickly. Some are driven by deliberate plans, orchestrated between broadcast channels and social media. Some emerge via the organic connections of lots of smaller drivers, from blogs and niche channels to SEO and twitter accounts.

But, regardless of the pattern itself, the difference is that they’re Spiky — there are no technical or economic constraints keeping the spotlight in one place anymore, so attention can move on as quickly as it arrived. This is the major shift that we are missing when we are nostalgic for the 20th century. We’re only just beginning to learn what culture looks like in spiky networks, and only just beginning to invent the companies and institutions that can survive long enough to support and invest in culture in this landscape.

via https://medium.com/a-brief-history-of-attention/the-new-patterns-of-culture-slow-fast-spiky-e18f2bc83a46