World of Mouth

March 29, 2011 § Leave a comment

To begin, thankyou Erik Qualman for my catchy title.

So far this week we have looked at archives – and more often than not, what I’ll refer to as old and mostly static archives. I looked at depth into Jon Stokes’ article on the google backlash and read extensively on the articles he linked to in his blog.  Stokes’ blog and Mathew Ogles blog focus on theories relating to archival manipulation and retrieval. Stokes looks at how Googles search power is affecting businesses and websites. While Ogles blog focuses on how we are stuck in what he refers to as real time due to the immense and instantaneous nature of archives online. However many online thinkers, such as Erik Qualman,  believe that we are undertaking a revolution in how we retrieve data from archives and that what is mentioned by Stokes and Ogle may soon be irrelevant – if you have 20 minutes to spare watch his ted lecture here.

Qualman shows that 90% of people trust peer recommendation of products over traditional marketing and believes that this is going to change how we archive our material forever.  With this in mind we can see that social networking sites are in fact a threat to search engines like google. This is because Googles search capabilities are at the core run on a static formula. If over time internet users were able to rate and tag websites we could see a revolution in the way we sort and access archives. People are more likely to use a site that their friends said was useful or entertaining in the same way they would buy a product.  This would then transfer the power that Manjoo talks about in his article from the mega corporation of Google into the hands of the people and then theoretically return fairer and more relevant results than a formula ever would.

Finally I would like to mention that perhaps reading articles from 03, 05 and even to some extent 08 may be outdated in this ever changing media landscape. And yes, I do realise the irony in saying that after reading Ogles article.





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