Skip to main content

The blurring lines between mass and social media

Yesterday I shot with the host of a TV food show for an episode of her show.

The episode is going to centre around a couple of food bloggers. The idea of the show apparently came up when the host realised that she was increasingly using blog posts to decide on where to eat rather than mass media reviews.

This evening in The News Hour on Times Now Arnab Goswami suddenly looked at the camera and exhorted the audience to go viral and protest against police performing odd jobs for politicians or something like that. 'Go to Facebook and twitter and register your protest' said Goswami.

Incidentally while Times Now has a twitter handle, Goswami doesn't.

A bit later I was watching Barkha Dutt chat with Salman Rushdie and Deepa Mehta and their conversation suddenly turned to twitter.

Rushdie pointed out that for him twitter is the fastest way of finding out what's happening around him.

Barkha herself is on twitter and unlike other big TV journalists on Twitter, such as Rajdeep Sardesai, actually engages with folks on twitter.

The issue of mass media versus social media is becoming increasingly irrelevant if you ask me. Lines are blurring. The empire is striking back with mass media coopting social media rather than trying to ignore it, fight it or try to bludgeon it.

The lines definitely are blurring. Blurring a lot faster possibly in the world of news media than in brand marketing. Marketing efforts on TV, press, radio and social often seem to be discrete.

Every brand is 'doing' social media these days.

What they need to realise is that social media marketing can't be 'performed' or 'executed'.

It should flow naturally.



The broadcasters of news have got that. Question is when will the custodians of brands get this too.
6 comments

Popular posts from this blog

The importance of being 'Nyaka'

'Nyaka' is a Bengali term which beats translation. It could mean coy, coquettish, scheming, la di da. There is no one word which captures it. The term is used in a pejorative context and has a sarcastic tone to it. Used a bit more for women than for men. Has a feminine context when used for men.I posed the challenge of translating 'nyaka' into English to fellow Bengalis in Facebook. Here's a sample of the answers that I got.I have removed the names and kept the statuese as is, hope it's not too difficult to read

Bong man 1Coy.....but that does capture the essence
14 December at 14:37 ·

Me
No ...not entirely. A colleague just suggested precocious. Maybe its too intrinsic a Bong trait to be translated :)
14 December at 14:50 ·

Bong woman 1kol-lan, difficult to get a english / hindi word for nyaka.
14 December at 15:11 ·

me
that's the point
14 December at 15:15 ·

Bong woman 2
oh, i think the essence of the word 'nyaka' will be lost in translation. just like gettin…

Where will you be twenty years from now?

A taste of Mumbai
It struck me the other day that it has been about twenty years since the time I took my first steps, albeit unwittingly, towards moving into Mumbai.
I had been recruited by a market research agency in Kolkata from campus back then. I joined my new office once the MBA course was over. We were then sent to Mumbai for a training programme in August 1997. Once the course was over, my colleagues from Kolkata returned home. I was slated to stay back for a 2 month training programme in Mumbai which then stretched on for close to 6 months. I was put up at a PG in Bandra by my office then.
Such  a long journey
This was the first time that I was living away from home. All I wanted to do then was to get back to Kolkata as soon as I could. Go back and build a successful career in market research hopefully. Move to an apartment in a posher part of Kolkata than where we lived. At Ballygunge for example. 
I thought it would be cool one day have a club membership given to me by offic…

Queue-spreading because its spelling is the least of our problem with queues

Scene 1:

I had gone to pay local taxes at a government office in Bandra a few days back.

I was directed to a table where there was no-one else waiting. I went up to the officer at the desk and submitted our papers. He keyed in the details in to his computer. The results flashed immediately. I gave our cheque, so far so good.

Then the officer pointed out that the cheque was Rs 12 (twelve) more than what was due. We looked at each other and tried to figure out what has to be done. Suddenly an elderly corpulent gentleman came and sidled up and stood beside me. I waited a for a couple of seconds. I thought he might have a question for the officer. I looked at the encroacher. He smiled at me. There was no-one behind me and yet he stood beside me.

I looked at him and said, 'do you mind standing behind me? We are discussing something here.' He smiled at me and said, 'no problem, I will wait.'

I drew my breath and said, 'can you please stand in the queue while we finish.&…