Professional used to be authentic. When you wanted the real news, you tuned into the professionally produced evening newscast. Or you picked up a copy of your local professional newspaper.
Such is not the case these days. Professional and authentic have parted ways.
Professional means you're being marketed to. Television commercials, radio commercials, billboards on the expressway, magazines at the grocery store: they're professional. They broadcast a one-way message to you.
Authentic means you're getting the real story from real people. Blog comments, YouTube videos, forum posts, podcasts, Tweets, emails from friends: they're authentic. They encourage conversation.
Companies are more likely to want a viral YouTube video created than a 30 second TV spot. They're more likely to pitch stories to bloggers than traditional paper reporters.
So what'll it be...professional or authentic?
Comments
I wrote on this exact subject
I wrote on this exact subject the other day @ http://thefuturebuzz.com/2008/11/10/social-media-enabling-digital-renais...
The thing is, I think the *content* matters more than anything else. Look at how professional College Humor has gotten and yet they maintain their audiences. The content doesn't suffer, and that is the main point.
The problem with movies and music is they are relying too heavily in purely becoming polished and ignoring what makes them special in the first place.
Definitely agree with ya
Definitely agree with ya Adam. The content definitely matters the most. A video created by a guy in his basement with an amazing story will beat out a professionally shot video with no story any day.
Whether it's professional or
Whether it's professional or authentic, one thing it has to be is factual.
The one thing that is still keeping the "professional" media ahead of the "authentic" media is fact-checking. Look at the recent Steve Jobs heart attack news from citizen journalism as a prime example.
Blogging and Tweeting is instant - so are the results. The fallout can be more permanent.
That's why at the moment, "professional" news over "authentic" news is still the leader.
Great point Danny. I think
Great point Danny. I think authentic news does have a little ways to go regarding the facts. But authentic cell phone photos of breaking news events can often provide more information quicker than waiting till the professional news crews get there.
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