1 2 October 2005 Michael Moshell UCF Digital Media

2 A statement of position and intentions A moral posture: “here’s how things should be” In my case: A plan of work for the rest of my career. A Manifesto: What’s That?

3 A statement of position and intentions A moral posture: “here’s how things should be” In my case: A plan of work for the rest of my career. To wit: How shall we make good things happen for humankind through media? A Manifesto: What’s That?

4 Principals and Meta - Principles: Can we develop a set of key ideas that GENERATE the operational principles of our discipline? Operational Principles, e. g. “Design before you build” “Always consider the user’s needs: Why did she come to this website?” Moshell’s Media Meta - Principles

5 To understand our experience We ‘frame’ what we see … put it into mental ‘boxes’ Culture provides many categories: Moshell’s Media Principles: How To Use Them

6 To understand our experience We ‘frame’ what we see … put it into mental ‘boxes’ Culture provides many categories: Moshell’s Media Principles: How To Use Them

7 To understand our experience We ‘frame’ what we see … put it into mental ‘boxes’ Culture provides many categories: Moshell’s Media Principles: How To Use Them Brazil: get the spider off the boy!

8 To understand our experience We ‘frame’ what we see … put it into mental ‘boxes’ Culture provides many categories: Moshell’s Media Principles: How To Use Them Brazil: get the spider off the boy! China: Red ->Celebrate->What festival is this?

9 To understand our experience We ‘frame’ what we see … put it into mental ‘boxes’ Culture provides many categories: Moshell’s Media Principles: How To Use Them Brazil: get the spider off the boy! China: Red ->Celebrate->What festival is this? USA: Has he just seen the Spiderman movie?

10 As a ‘check-list’ when analyzing or planning Moshell’s Media Principles: How To Use Them

11 As a ‘check-list’ when analyzing or planning Did we account for the Main Things? Did we allow one idea to blind us to other ideas? Moshell’s Media Principles: How To Use Them

12 As a ‘check-list’ when analyzing or planning Did we account for the Main Things? Did we allow one idea to blind us to other ideas? As a moral framework Your work WILL make a difference Moshell’s Media Principles: How To Use Them

13 As a ‘check-list’ when analyzing or planning Did we account for the Main Things? Did we allow one idea to blind us to other ideas? As a moral framework Your work WILL make a difference Will it make a POSITIVE difference? We strive to make a better culture – it’s an American thing to do Moshell’s Media Principles: How To Use Them

14 3 Principles about Individuals Using Media Moshell’s Media Principles qwerty12 1.User is always learning.

15 3 Principles about Individuals Using Media Moshell’s Media Principles qwerty12 1.User is always learning. 2.User must UNDERSTAND & CONTROL the learning.

16 3 Principles about Individuals Using Media Moshell’s Media Principles qwerty12 1.User is always learning. 2.User must UNDERSTAND & CONTROL the learning. 3. User is always teaching.

17 Moshell’s Media Principles qwerty12 1.User is always learning. Information arrives …

18 Moshell’s Media Principles qwerty12 1.User is always learning. Information arrives … Changes user’s state …

19 Moshell’s Media Principles qwerty12 1.User is always learning. Information arrives … Changes user’s state … And user’s capabilities. !

20 Moshell’s Media Principles qwerty12 1.User is always learning. Information arrives … Changes user’s state … Notice: Changes user’s EMOTIONAL state … Emotion is much more basic/primitive/central than thought. We learn in order to get what we want. We have 250 million years of history, being guided by feelings --- and maybe 50 thousand, of symbolic/logical thinking.

21 Moshell’s Media Principles qwerty12 1.User is always learning. Media exist on the frontier between EMOTION and LOGIC. Never forget which one is the boss.

22 Moshell’s Media Principles qwerty12 1.User is always learning. Media exist on the frontier between EMOTION and LOGIC. Never forget which one is the boss. If I can save $138… Then I can... Consequence: We must understand emotions and personalities, and how they grow.

23 3 Principles about Individuals Using Media Moshell’s Media Principles qwerty12 1.User is always learning. 2.User must UNDERSTAND & CONTROL the learning. “Wow.. The Wompa-matic is a way cool board…” WHY does he think that? Because the dude in the ad gets the girl? Because he likes the band that makes the commercial’s music?

24 User must UNDERSTAND and CONTROL the learning. Moshell’s Media Principles qwerty12 If you’re not in charge of what affects you,

25 User must UNDERSTAND and CONTROL the learning. Moshell’s Media Principles qwerty12 If you’re not in charge of what affects you, Others will take charge. (Maybe they already have.)

26 User must UNDERSTAND and CONTROL the learning. Moshell’s Media Principles qwerty12 If you’re not in charge of what affects you, Others will take charge. (Maybe they already have.) What is literacy (traditional?) - The ability to read, analyze and understand.

27 User must UNDERSTAND and CONTROL the learning. Moshell’s Media Principles qwerty12 If you’re not in charge of what affects you, Others will take charge. (Maybe they already have.) What is literacy (traditional?) - The ability to read, analyze and understand. What is literacy for media? - The ability to understand what media do to your emotions.

28 User must UNDERSTAND and CONTROL the learning. Moshell’s Media Principles qwerty12 If you’re not in charge of what affects you, Others will take charge. (Maybe they already have.) What is literacy (traditional?) - The ability to read, analyze and understand. What is literacy for media? - The ability to understand what media do to your emotions. Consequence: We must help people to build “mental muscles” So that they steer the horse … not vice-versa.

29 Meta – learning: Learning HOW TO learn. Moshell’s Media Principles qwerty12 What are your best skills and techniques for learning? How can you apply them to remedy your weaknesses? What is your STRATEGY? What are your learning objectives? What are your learning practices/policies/plans? Who do you plan to call on for help? How will you know when you’re succeeding? Failing?

30 Meta – learning: Learning HOW TO learn. Moshell’s Media Principles qwerty12 Example: Portals Awareness: Websites are getting complex, interactive Concept: There must be ‘kits’ of reusable software Rebuilding the DM Site: Students survey portals, pick Drupal My personal learning style: 1.Is there a textbook? Amazon … yes, but not ‘til November 2.Can I leverage my learning (2 for 1?) sure -- 3.My wife’s business needs a portal. So I learn faster 4.Mentor: Software developer Jim Salmons + students 5.Start hacking! Try things, set goals. Make it work!

31 3 Principles about Individuals Using Media Moshell’s Media Principles qwerty12 1.User is always learning. 2.User must UNDERSTAND & CONTROL the learning. 3. User is always teaching.

32 Everyone is always teaching someone else something. Moshell’s Media Principles qwerty12 Or: “giving away info” Or: “making choices” Or: “Providing role models” Ask yourself: Who’s watching? What do they want or need to know? Is there a win-win?

33 Summary of Personal Principles: Moshell’s Media Principles Learning: Input changes users’ emotions & knowledge. Meta-learning: Users should be in charge of learning. Teaching: Users’ output affects other people’s lives.

34 Three Principles for Communities: Moshell’s Media Principles 4. Commonality: A community is defined by a common interest.

35 Three Principles for Communities: Moshell’s Media Principles 4. Commonality: A community is defined by a common interest. 5. Diversity: Diverse communities are stronger and wiser.

36 Three Principles for Communities: Moshell’s Media Principles 4. Commonality: A community is defined by a common interest. 5. Diversity: Diverse communities are stronger and wiser. 6. Sustainability: A community provides benefits that make it worthwhile to its members – so they stay, and new members come.

37 “ A thing is right when it tends to preserve the integrity, stability and beauty of the biotic community. It is wrong when it tends otherwise.” Aldo Leopold The Land Ethic Moshell’s Media Principles: Inspiration

38 Three Principles for Communities: Moshell’s Media Principles 4. Commonality: A community is defined by a common interest. When developing a media system: What core common interests define the user community? What do you know about this community that will influence your media design?

39 Example: eBay Moshell’s Media Principles Community of individual buyers and sellers Analogy: an on-line flea-market or garage sale Common issues of this community: Low cost of business (‘do it at home’) Need for effective publicity (yard signs…) Trust (hence, the rating system) Cash and Convenience (hence, Paypal)

40 Three Principles for Communities: Moshell’s Media Principles 4. Commonality: A community is defined by a common interest. 5. Diversity: Diverse communities are stronger and wiser. How many kinds of diversity are there? Brown beige & blue frogs, female, old etc. Those who knit and those who don’t Mathematicians and the rest of humanity What else … you name a few!

41 Diversity of roles in a community Moshell’s Media Principles Actually, BACKGROUND matters less than NEEDS and GIFTS – when building an ecosystem. So your media system needs to be open to users who invent new roles for themselves be constantly rethinking its own business model provide tools for open-ended inventiveness

42 Three Principles for Communities: Moshell’s Media Principles 4. Commonality: A community is defined by a common interest. 5. Diversity: Diverse communities are stronger and wiser. 6. Sustainability: A community provides benefits that make it worthwhile to its members – so they stay, and new members come.

43 Sustainability Moshell’s Media Principles Respect: “The Egg Trader of the Month”, September 2005 Communication: Frequently refreshed, interesting news items

44 Sustainability Moshell’s Media Principles Respect: “The Egg Trader of the Month”, September 2005 Communication: Frequently refreshed, worth-seeing news items recruitment, training of next-generation key players

45 Sustainability Moshell’s Media Principles Respect: “The Egg Trader of the Month”, September 2005 Communication: Frequently refreshed, worth-seeing news items recruitment, training of next-generation key players Convivial Media – (content provided by users) are very important tools for sustainability

46 Summary: Moshell’s Media Principles Learning Meta-Learning Teaching Commonality Diversity Sustainability

47 Summary: Moshell’s Media Principles Learning Meta-Learning Teaching Commonality Diversity Sustainability Use these concepts to understand and then to build good media

48 Summary: Moshell’s Media Principles Learning Meta-Learning Teaching Commonality Diversity Sustainability Use these concepts to understand and then to build good media The frog-people are counting on you!

49 Moshell’s Media Principles Cross-check with Journalism.org 1. Journalism’s first obligation is to the truth. 2. Its first loyalty is to citizens. 3. Its essence is a discipline of verification.

50 Moshell’s Media Principles Cross-check with Journalism.org 1. Journalism’s first obligation is to the truth. 2. Its first loyalty is to citizens. 3. Its essence is a discipline of verification. 4. Practitioners must maintain distance from those they cover. 5. Must serve as an independent monitor of power. 6. Provide forum for public criticism and compromise.

51 Moshell’s Media Principles Cross-check with Journalism.org 1. Journalism’s first obligation is to the truth. 2. Its first loyalty is to citizens. 3. Its essence is a discipline of verification. 4. Practitioners must maintain distance from those they cover. 5. Must serve as an independent monitor of power. 6. Provide forum for public criticism and compromise. 7. Strive to make the significant interesting and relevant. 8. Keep the news comprehensive and proportional. 9. Practitioners must be allowed to exercise their personal conscience.

52 Moshell’s Media Principles Cross-check with Journalism.org 1. Journalism’s first obligation is to the truth. 2. Its first loyalty is to citizens. 3. Its essence is a discipline of verification. 4. Practitioners must maintain distance from those they cover. 5. Must serve as an independent monitor of power. 6. Provide forum for public criticism and compromise. 7. Strive to make the significant interesting and relevant. 8. Keep the news comprehensive and proportional. 9. Practitioners must be allowed to exercise their personal conscience. <Framing :Point the camera

53 Moshell’s Media Principles Cross-check with Journalism.org 1. Journalism’s first obligation is to the truth. 2. Its first loyalty is to citizens. 3. Its essence is a discipline of verification. 4. Practitioners must maintain distance from those they cover. 5. Must serve as an independent monitor of power. 6. Provide forum for public criticism and compromise. 7. Strive to make the significant interesting and relevant. 8. Keep the news comprehensive and proportional. 9. Practitioners must be allowed to exercise their personal conscience. Meta-Learning: Journalists examine HOW They learn, to improve it.

54 Moshell’s Media Principles Cross-check with Journalism.org 1. Journalism’s first obligation is to the truth. 2. Its first loyalty is to citizens. 3. Its essence is a discipline of verification. 4. Practitioners must maintain distance from those they cover. 5. Must serve as an independent monitor of power. 6. Provide forum for public criticism and compromise. 7. Strive to make the significant interesting and relevant. 8. Keep the news comprehensive and proportional. 9. Practitioners must be allowed to exercise their personal conscience. Teaching: To whom is the news?

55 Moshell’s Media Principles Cross-check with Journalism.org 1. Journalism’s first obligation is to the truth. 2. Its first loyalty is to citizens. 3. Its essence is a discipline of verification. 4. Practitioners must maintain distance from those they cover. 5. Must serve as an independent monitor of power. 6. Provide forum for public criticism and compromise. 7. Strive to make the significant interesting and relevant. 8. Keep the news comprehensive and proportional. 9. Practitioners must be allowed to exercise their personal conscience. Sustainability: Organizational learning

56 Moshell’s Media Principles Cross-check with Journalism.org 1. Journalism’s first obligation is to the truth. 2. Its first loyalty is to citizens. 3. Its essence is a discipline of verification. 4. Practitioners must maintain distance from those they cover. 5. Must serve as an independent monitor of power. 6. Provide forum for public criticism and compromise. 7. Strive to make the significant interesting and relevant. 8. Keep the news comprehensive and proportional. 9. Practitioners must be allowed to exercise their personal conscience. Diversity: Proportional to what? Comprehensive of what?

57 Moshell’s Media Principles So … what? When I tried to do this for ART, I got flamed … this is good. I’m learning. I think that Education is not a good place to apply these ideas … because they COME from this area, in essence. So :: we’re inventing this new academic discipline, and are looking for bedrock ideas. All comments and feedback and brou-ha-ha are Most Welcome.!