July 30, 2006

Are We There Yet? - The Need to Easily Shift Medium

People & Medium Preferences

Talking to people about the peeves about the flood of information they deal with in their lives there is a trend that seems completely unaddressed. This is the understanding that people have preferences for voice, text, and/or media. If you leave a text person an voicemail they do not process it well. IMing a voice person will frustrate them.

Medium Is the Attractor

I am ever more sure Marshall McLuhan is as valid as ever with his maxim, "The Medium is the Message". But, more importantly the medium is the attractor (or detractor). The voice people love other voice people and tend to ignore text people and their text attempts to interact with them and visa versa. Text people tend not to get into podcasts. When using news sites text people get frustrated with no text version of a video and media people like video over text.

Closing the Gap?

What needs to be done to fix this? I have not seen easy voice to text and text to voice solutions pop-up that will solve the message leaving problems to match information consumption preferences. There are tools out there, but they are not filling into the mainstream and not easily integrated into the tools people regularly use.

The solution for content creators is to provide more than one medium. I keep hearing complaints from friends and others in airports (my favorite place to interact with regular people) about CNN only having text or video versions of their stories and not both side-by-side. It seems like CNN is making a lot of changes lately, so hopefully this will get resolved (as well as their videos not playing on Mac easily, or PCs for that matter if the airport population of regular people is any indicator).



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