The Future of New Media: What NGOs Need to Know

Washington, DC, May 8, 2007— If non-governmental organizations (NGOs) such as UNICEF want to communicate effectively in the digital media era, they need to understand and utilize new media tools, futurist Scott Smith of Social Technologies told the audience gathered at the UNICEF New Media Summit 2007, held in New York City.

“Because of the disruptive nature of these tools, we are seeing the emergence of ‘massively parallel emotion,’” said Smith, the event’s keynote speaker. “This phenomenon has arisen from the convergence of global connectivity, instant and mobile text messaging, and transparency. The result is that people worldwide can experience major political, social, or cultural events in near-real time—and almost simultaneously share the emotions they experience.”

Smith pointed to the lightning-fast spread of personal accounts of the Asian tsunami in December 2004 and a more recent earthquake in Mexico. Immediately after each event, people began using text and instant messaging to report the events in detail before the media could.

He said NGOs can take advantage of these emerging digital-media flows and the sudden surges of regional or even global awareness they can create. This heightened awareness can, in turn, lead to a rise in public attention, interest, and action on behalf of causes.

“By using foresight, which is a structured approach to understanding trends, and carefully framing strategic issues and exploring potential implications, UNICEF can provide a strong foundation for containing risks and creating positive outcomes,” the futurist concluded.

Smith’s insights provided a forward-looking context for the day’s discussions, said Alex Struminger, executive project manager in UNICEF’s Internet, Broadcast and Image Section, which hosted the event at New York headquarters. “I personally found Scott’s remarks provocative. He offered a broader view of where things are going than we usually have the opportunity to take. I heard echoes of his presentation through many of the discussions and presentations that followed during the event.”

Struminger said the speech highlighted the event’s theme: “The Web audience is changing: how new media and technology can support change,” which opened two days of presentations and discussions among an international audience of UNICEF fundraisers and communications and technology participants. “Scott certainly helped us accomplish the mission of the conference, which was to share ideas and stimulate interesting conversations,” he added. “I am sure that many of those ideas will inform our future new-media initiatives.”

Here’s a look at the new media trends Smith suggested UNICEF stay on top of:
• Wiring (and Unwiring) the World—Rapid growth in networked communications, such as the Internet and mobile wireless networks, has given individuals a way of reaching out to each other directly, particularly in the developing world.

• Shift in Technology Power—The rising use of information technology in developing countries such as India and China means these nations will increasingly dictate the design and application of new media technologies around the world.

• Tech-Driven Transparency—Individuals and groups now have far better ability to obtain, understand, and even visualize important information about the world around them. This transparency gives them greater power for insight and action.

• Social Communication—Peer-to-peer networks have reduced the role of hierarchies and intermediaries between individuals and groups. New communities with common interests can now easily and rapidly form across borders.

• Media Fragmentation—The traditional single-screen household has morphed into one with three or four TVs, PCs, mobile phones, and other new devices.

• World 0—People living in all parts of the world come together in digital social environments. These provide new “safe” zones for interaction, communication, and education.

• Participatory Culture—New media has created new ways to share ideas in a collaborative manner. The exploding use of blogs, one of the foundations of digital collaboration culture, provides an insight into the rate at which individuals are collectively building information networks of their own.

• Serious Play—Videogames are not just for fun any more. Relief groups, opposition parties, educators, and governments are using a new genre called “serious games” to spread knowledge and enable activists and stakeholders to test new ways of approaching global and local problems—and finding solutions.

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About Social Technologies
Social Technologies is an international research and consulting firm specializing in the integration of foresight, strategy, and innovation. Headquartered in Washington, DC, Social Technologies has offices in London and Shanghai, and a client list that includes Global 1,000 corporations, government agencies, and major nonprofits, as well as a global network of analysts and consultants.

About The United Nations Childrens Fund (UNICEF)
UNICEF is mandated by the United Nations General Assembly to advocate for the protection of children's rights, to help meet their basic needs, and to expand their opportunities to reach their full potential. It is on the ground in more than 150 countries and territories to help children survive and thrive, from early childhood through adolescence. The world’s largest provider of vaccines for developing countries, UNICEF supports child health and nutrition, good water and sanitation, quality basic education for all boys and girls, and the protection of children from violence, exploitation, and AIDS. UNICEF is funded entirely by the voluntary contributions of individuals, businesses, foundations, and governments. www.UNICEF.org

Social Technologies LLC
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Washington, DC 20036
Contact: Hope Katz Gibbs, leader corporate communications
hope.gibbs@socialtechnologies.com
202 223-2801 x210

This release was published on openPR.