This week, we looked at the shift from a representational media paradigm to presentational media paradigm.
What does that even mean?
Basically, a representational media paradigm was one where public figures would communicate to society, on a one-to-many, un-individualised basis. A presentational paradigm works on the many-to-many basis, allowing for individualised, interpersonal cross communication and the emergence of new public figures on various platforms.
We look at these paradigms in the context of personas or masks. We find individuals to be multi-faceted in terms of their dimensions of personas that they choose to engage with. We can view these in a number of different contexts from public, to monetised, to performative and collective.
Each context is different and therefore demands users to adhere to a set of conscious or unconscious standards that dictate their behaviour. Looking at this from a marketing perspective (**reader falls asleep), it is important to have an understanding of the social norms that dictate each context, in order to create content that will best resonate with audiences who appear on them.
THE BLOGGER PICTURE 