The document discusses the changing definition of content in the connected world. It argues that content is no longer just the messages or information contained within a medium, but rather refers to anything that enables connection and relationships between people. As media has shifted from physical spaces to online networks, the goal of content has changed from delivering messages to mediating relationships. The container for content has also evolved from physical formats like newspapers to digital networks and platforms.

1. Rediscovering Contents
in the Connected World
Dr.Agnès JiyoungYUN
Founder & CEO
Organic Media Lab, Inc.

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Organic Media Lab, 2013!
[Friends)Network])
!!
Searchers!
Search!
Publishers!
Organic Media Lab, 2013!
[Match!Making!Network!(Google)]!
!!
!!
!!
!!
Domination of Networks

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24H Connected Users
http://edition.cnn.com/2013/05/02/travel/london-city-airport-internet-of-things/

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사용자의 매개에 기반한다
매개가 네트워크를 만든다
진화하는 유기체다
Organic Media
연결이 지배하는 미디어 세상

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What is Content?

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Traditional meaning of Contents

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Extension of Contents

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콘텐츠의 1차 정의
•소비자 관점: 시간을 써서 즐기고 소비하는 것.
• 공급자 관점: 소비자의 시간을 뺏는 것.

9. But…

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287 Highlighters
Popular Highlights
Contents are Everywhere

11. “We don’t make money !
when we sell things. !
We make money !
when we help customers !
make purchase decisions.” !
!
– Jeff Bezos –"

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공감, 소통, 공유…, 연결

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콘텐츠의 2차 정의
•커뮤니케이션에 사용될 수 있는 모든
것(Things).
•우리를 연결시켜주는 모든 매개체
(Mediator).

14. (CC By SA-3.0) Agnes JiyoungYun, Organic Media Lab(http://organicmedialab.com), 2014
내가 너의 이름을 불러 주었을 때 너는 나에게로 와서 꽃이 되었다…

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콘텐츠의 본질 = 연결
콘텐츠는 관계를 만든다

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MediaTransformation

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3 Components of Media
Context
Container
Content

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Content

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Container

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Context

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(Missing) Context!

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New$(Physical)$Containers$
New (Physical) Container

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Multiplication of Contents

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Structural Container

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Fragmentation of Contents

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Reconstruction of Contents

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Extended Context

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Context'Extended
Context

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Seamless Context
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Advertising Transformation
•Container
Newspaper -> TV -> PC -> Mobile
!
•Context
Space -> Keywords -> SN -> Location
!
•Contents
Commercial -> Infomercial -> Information

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Content Strategy

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Organic Media Lab, 2013!
[Mass%Media%Network]%
From Space to Network
미디어는 네트워크다

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Strategy! Physical Space based! Network based!
타겟(Target)! 대중(Mass)! 개인(Individual)!
과정(Process)! 모으다(Aggregate)! 참여하다(Engage)!
목표(Objective)! 도달하다(Reach) ! 연결하다(Mediate)!
Organic Media Lab, 2013!
!!
From Space to Network

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Listener
Correspondant
Mediator
From Space to Network

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Product as Mediator

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Implication for Content
• What is the goal?
Delivering vs. Mediating
• What is the value?
Message vs. Relationship
• What is the matter?
Contained vs. Context

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사업자와 공중(Public)과의 관계를
관리하는 것
vs.
사용자들간의 관계를
매개해주는 것

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The End is the
Beginning

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Recommended Readings
•윤지영, 오가닉 미디어: 연결이 지배하는 미디어 세상,
21세기북스, 2014
http://organicmedia.pressbooks.com
!
•노상규, 스마트 경제와 네트워크 비즈니스, 2014.
http://networkbusiness.pressbooks.com

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Any Questions?!
yun@organicmedialab.com!
www.organicmedialab.com !
Facebook: yun.agnes!
Twitter: @agnesyun!
!