Blog e Conversao

Blog e Conversao

Uma das caractersticas do que venho chamando de “funes ps-massivas” (ver artigo sobre essa questo aqui) o carater mais comunicacional do que simplesmente informacional, um dos pontos fortes das mdias de massa. Nas mdias de funo massiva um editor envia informaes para uma audincia que s pode “comunicar” em uma segunda etapa, no espao pblico ou com outros em espao privado. A conversao, parte mais complexa do processo comunicativo humano, se d a posteriori. J as mdias de funo ps-massiva (blogs, chats, fruns, wikis, por exemplo) tm um carater mais comunicativo/conversacional. Elasno se limitam a apenas enviar informaes como as mdias de funo massiva. Nesses novos formatos miditicos h processos bidirecionais, sendo assim mais prximos da conversao e da comunicao (comentrios, discusses) embora tambm sejam formatos de envio de informao (e recilcagem dos mass media) para audincias especficas. Embora no possamos dizer que os meios de funo ps-massiva sejam conversacionais, eles se aproximam muito mais dessa categoria que os meios de funo massivas, informativos. H aqui, efetivamente, algo mais prximo da conversao do que da mera troca informativa, embora com limites. Na minha opinio, nos blogs, por exemplo, h uma tentativa explcita na blogosfera de emular formas de conversao (embora no sejam exatamente isso) e de veicular informao para uma audincia de nicho (o que estaria mais para a lgica dos mass media, sem poder ser considerado conversao, nem massificao). Podemos arriscar as frmulas:

Blog = emulao de conversao + informao de nicho
Mass Media = informao de massa

Vejam a esse respeito o post do Data Mining, Redefining Conversation falando especificamente dos blogs.

“While everyone is enjoying the hoopla around a new web based implementation of a very old approach to presentation, Peter Hirshberg over at Technorati has written a long post on the topic of ‘conversational marketing.’ This is going to take a while to get into. However, one initial perspective – in fact, something that has been bugging me for a while – is this notion that weblogs are conversations. Let’s review the facts: weblogs are not conversations.

A weblog is a means to broadcast (distribute identical content to many consumers). Conversations are symmetric interactions (first you, then me, then you, …). Weblogs are a new form of interaction – a hybrid of dialogue and monologue presented on a platform which by intention and accident has evolved into a hybrid of channels (do you reply on a comment, in an email, on your blog, …?) Unfortunately, this new form of interaction has not been adequately modeled.

Bloggers must be very sensitive to the effects of lexical imperialism. Terms like ‘consumer generated media’ establish an us and them perspective of the intentions behind the content that we generate. Similarly, Doc Searls’ statements are worrying:

* The purpose of conversation is to create and improve understanding, not for one party to “deliver
messages” to the other. That would be rude.
* There is no “audience” in a conversation. If we must label others in conversation, let’s call them
partners.
* People in productive conversation don’t repeat what they’re saying over and over. They learn from each other and move topics forward.
* Conversations are about talking, not announcing. They’re about listening, not surveying. They’re about paying attention, not getting attention. They’re about talking, not announcing [sic]. “Driving” is for cars and cattle, not conversation.

‘There is no audience in a conversation.’ I agree with this, however there is an audience for a blog. Labeling people in a conversation a ‘partner’ suggests equality. But as this applies to marketing it is the wrong suggestion. A partner doesn’t try to get you to buy stuff you don’t need/want. The implication that the blogosphere is a conversation; that we are all partners; therefore people marketing to us in this ‘conversation’ are our partners is creepy. Another point to note is that there is a backchannel in the blogosphere. Many of us get emails requesting this that or the other get some exposure. Conversations are transparent to all participants.

Those interested in style may be entertained by the ‘conversations don’t repeat…’ followed by the repeated structure of ‘Conversations are about A not B’, not to mention the actual repeating of ‘they are about talking, not announcing.’ Technorati has tried on and off for a while to figure out what their real business is. This post hints at a model based on ‘conversational marketing.'”