The Seven Forms of Mass Media
April 21, 2010
Last evening on a pleasant boat ride on the Adriatic, a number of young computer scientists to be were asking about my Google lecture. A few challenged me, but most seemed to agree with my assertion that Google has a large number of balls in the air. A talented juggler, of course, can deal with five or six balls. The average juggler may struggle to keep two or three in sync.
One of the students shifted the subject to search and “findability.” As you know, I floated the idea that search and content processing is morphing into operational intelligence, preferably real-time operational intelligence, not the somewhat stuffy method of banging two or three words into a search box and taking the most likely hit as the answer.
The question put to me was, “Search has not kept up with printed text, which has been around since the 1500s, maybe earlier. What are we going to do about mobile media?”
The idea is that we still have a difficult time locating the precise segment of text or datum. With mobile devices placing restraints on interface, fostering new types of content like short text messages, and producing an increasing flow of pictures and video, finding is harder not easier.
I remembered reading “Cell Phones: The Seventh Mass Media” and had a copy of this document on my laptop. I did not give the assertion that mobile derives were a mass medium, but I thought the insight had relevance. Mobile information comes with some interesting characteristics. These include:
- The potential for metadata derived from the user’s mobile number, location, call history, etc
- The index terms in content, if the system can parse information objects or unwrap text in an image or video such as converting an image to ASCII and then indexing the name of a restaurant or other message in an object
- Contextual information, if available, related to content, identified entities, recipients of messages, etc.
- Log file processing for any other cues about the user, recipient(s), and information objects.
What this line of thinking indicates is that a shift to mobile devices has the potential for increasing the amount of metadata about information objects. A “tweet”, for instance, may be brief but one could given the right processing system impart considerable richness to the information object in the form of metadata of one sort or another.
The previous six forms of media—[I] print (books, magazines, and newspapers), [II] recordings; [III] cinema; [IV] radio; [V] television; and [VI] Internet—fit neatly under the umbrella of [VII] mobile. The idea is mobile embraces the other six. This type of reasoning is quite useful because it gathers some disparate items and adds some handles and knobs to the otherwise unwieldy assortment in the collection.
In the write up referenced above, I found this passage interesting: “Mobile is as different from the Internet as TV is from the radio.”
The challenge that is kicked to the side of the information highway is, “How does one find needed information in this seventh mass media?” Not very well in my experience. In fact, finding and accessing information is clumsy for textual information. After 500 years, the basic approach of hunting, Easter egg style, has been facilitated by information retrieval systems. But I think most people who look for information can point out some obvious deficiencies. For example, most retrieval systems ignore content in various languages. Real time information is more of a marketing ploy than a useful means of figuring out the pulse count for a particular concept. A comprehensive search remains a job for a specialist who would be recognized by an archivist who worked in Ephesus’ library 2500 years ago.
Are you able to locate this video on Ustream or any other video search system? I could not, but I know the video exists. Here is a screen capture. Finding mobile content can be next to impossible in my opinion.
When I toss in the radio and other rich media content, finding and accessing pose enormous challenges to a researcher and a casual user alike. In my keynote speech on April 15, 2010, I referenced some Google patent documents. The clutch of disclosures provide some evidence that Google wants to apply smart software to the editorial job of creating personalized rich media program guides. The approach strikes me as an extension of other personalization approaches, and I am not convinced that explicit personalization is a method that will crack the problem of finding information in the seventh medium or any other for that matter.
Here’s my reasoning:
- Search and retrieval methods for text don’t solve problems. The more information processed means longer results lists and an increase in the work required to figure out where the answer is.
- Smart systems like Google’s or the Cuil Cpedia project are in their infancy. An expert may find fault with smart software that is actually quite stupid from the informed user’s point of view.
- Making use of context is a challenging problem for research scientists but asking one’s “friends” may be the simplest, most economical, and widely used method. Facebook’s utility as a finding system or Twitter’s vibrating mesh may be the killer app for finding content from mobile devices.
- As impressive as Google’s achievements have been in the last 11 years, the approach remains largely a modernization of search systems from the 1970s. A new direction may be needed.
The bright young PhDs have the job of figuring out if mobile is indeed the seventh medium. The group with which I was talking or similar engineers elsewhere have the job of cracking the findability problem for the seventh medium. My hope is that on the road to solving the problem of the new seventh medium’s search challenge, a solution to finding information in the other six is discovered as well.
The interest in my use of the phrase “operational intelligence” tells me one thing. Search is a devalued and somewhat tired bit of jargon. Unfortunately substituting operational intelligence for the word search does not address the problem of delivering the right information when it is needed in a form that the user can easily apprehend and use.
There’s work to be done. A lot of work in my opinion.
Stephen E Arnold, April 20, 2010
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Comments
4 Responses to “The Seven Forms of Mass Media”
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You may find this recent post from The Noisy Channel about Information Retrieval using a Bayesian Model of Learning and Generalization informative (http://thenoisychannel.com/2010/04/04/guest-post-information-retrieval-using-a-bayesian-model-of-learning-and-generalization/).
Apologies, but I forgot to state in my previous comment why the Noisy Channel post would be informative. It was prompted by the paragraph section:
“The challenge that is kicked to the side of the information highway is, “How does one find needed information in this seventh mass media?” Not very well in my experience. In fact, finding and accessing information is clumsy for textual information.”
Reading the post will make more sense now.
[…] you haven’t read Stephen E Arnold’s “The Seven Forms of Mass Media” post on his Beyond Search site, it would be worth your time. It gives some hint at as to the […]
I’m intrigued by the suggestion that the “context” needs to be derived or inferred. I don’t see any problem with the user providing the context to enhance the value of the results provided.
Also, we might want to consider how our content can be cataloged to facilitate the search engines of the future.