page 1 of 3 Why Public Research Universities need to join the YouTube Generation Dinner Speech for University of Illinois Department of Chemical & Biomolecular Symposium May 2, 2009 Speaker: Bill Hammack ecently I picked up the New York Times and read a laptop and share their favorite YouTube videos. (I've Rthis phrase: "the camera-friendly, perfectly actually seen this: My wife has been in vet school for pixalted, easily downloadable" professor. In a sense the last three years and so I occasionally attend parties that's the subject completely of my talk tonight. The filled with 23 year olds!) The key point is this: These article discussed the rise to international glory of new media aren't just a different outlet, they change Walter Lewin, an MIT physics whose lectures, available fundamentally how the media world works. We haven't free on the Web, have become among the globe's most seen such a change since the introduction of television. downloaded. A 17-year old from India wrote "Through I know that in this room we feel that we've lived your inspiring video lectures I have managed to see just through huge changes in media, but in a sense until how beautiful physics is, both astounding and simple." now we haven't. If you think of LP record, then tapes, That is the type of global impact I focus on tonight. then CDs you only a change in delivery, not in content A symposium like this is a time to think big - to correction. Until today with the rise of so-called "Social sketch out major thrusts. And so I'm talking about Media" or "Web 2.0" - they mean the same thing. work-in-progress that I'm doing with a group of media Instead of a viewer being a passive user of media, they and computer experts on our campus. Specifically, can - and do! - create. Wikipedia is an excellent developing the Illinois Media Engine - we use the example of this, as is YouTube. acronym TIME . I'm now going to speak a sentence that These new media tools remove older obstacles to says everything I need to say tonight, but its nearly public expression, and thus remove the bottlenecks that impossible to understand. Here it is: We intend for this characterized mass media. The internet has resulted in "Engine" to make University of Illinois the "thought the mass amateurization of efforts previously reserved leader" by developing a content-rich web video for media professionals. Just yesterday as I was presence - based on the principles of what's called Web preparing my remarks I learned that this weekend a 2.0 or social media. Just what the heck is that? I mean: group of fans is distributing a movie they made called "thought leader", "content-rich", "Web 2.0", "social The Hunt for Gollum. They are, of course, Lord of the media" -- what does that all mean? Rings devotees. They made a movie with about six thousand dollars. I looked at the trailer: Its really good! In the next fifteen minutes I'll define those terms Not "good for six thousand dollars," but good with a and outline why this university needs to blaze a trail in period after it. Twenty or twenty-five years ago such a communicating with what's been called "new media". thing would be impossible to even attempt. But now - The Illinois Media Engine isn't a parochial concern: It with cheap digital tools - we've entered an era where strikes at the core and the heart of whether this the distribution of media lies in the hands of the public. University will thrive in the future. Or, to take another example more in the spirit of Let me begin by, gently, introducing you to the what a university might do, researchers at CERN - the world of a typical twenty-something year old - the nuclear research facility - created a YouTube sensation: universe of YouTube, Facebook, and Twitter. All places "The Large Hadron Rap." By far the greatest physics rap where discourse about our research, our teaching, and of all time, it accurately conveys a lot of knowledge our outreach needs to live. related to particle physics and the supercollider - and it Architecture of Participation: The Facebook gathered millions of views. Generation So, the expectation of the Facebook generation is his generation has replaced Descartes "I think, that they will be able to participate, create, and share there I am" with "I have webcam, therefore I am." T multimedia: As a university we must be in the forefront No one under 25 uses e-mail any more -- its all instant of this revolution. This calls for a change in how we messaging. Facebook now dominates in every campus think, as an institution, about communicating. computer cluster. And 23 year olds use media communally: At parties five or six people gather around page 2 of 3 Goals of the Illinois Media Engine what's on the seats. The social networking of Web 2.0 o, let me repeat and clarify what I said at the allows people to choose what appeals, rather than sit Sbeginning: We intend for the Illinois Media Engine and receive coarse marketing message - with the cost of to make University of Illinois the "thought leader" by global communication so low the lowest common developing a content-rich web video presence - often denominator in communication can be overcome. This based on the principles of what's called Web 2.0 or means the tyranny of the most popular has been social media. To key to continuing the University's defeated by what's called the long tail. reputation for academic excellence lies in offering a The Long Tail: Content Richness global audience the core of the university: The minds n a popular 2006 book Chris Anderson outlined the and thoughts of its faculty and students. While some of essence of the long tail: "The theory of the Long Tail the content of this engine could be prepared by public I is that our culture and economy is increasingly shifting affairs, I emphasize that much of it should be away from a focus on a relatively small number of 'hits' unmediated by an office of public affairs, and instead (mainstream products and markets) at the head of the firmly under the aegis of the Provost, the University's demand curve and toward a huge number of niches in chief academic officer. This isn't PR effort, but true the tail. As the costs of production and distribution fall, engagement. The punchline: We're not talking about especially on-line, there is now less need to lump simply using the web to deliver video instead of via products and consumers into one-size-fits-all television - that doesn't make for new media. The latter containers. In an era without the constraints of physical requires three essential elements: a) an architecture of shelf space and other bottlenecks of distribution, participation, namely the ability for the public to sort narrowly targeted goods and services can be as and rate it; b) the ability of any person at the University economically attractive as mainstream fare." of Illinois to create and upload content, and c) a "long tail" - essentially an infinite digital archive - which For the University that long tail means that we can meets the rigorous standards needed by scholars. Let now serve previously underserved audience: Prior to me tackle, briefly, those last three items. the Web it would have been extremely expensive to reach small audiences, but businesses like Amazon find Think community, not audience that everything in their offerings is sampled once, key change is to stop thinking about audience, but perhaps not more than that, but at least once. The same Athink of community. A Chinese proverb reads "Tell applies to any new media site created by your lab or me and I'll forget; show me and I may remember; University and its content. One may well ask who involve me and I'll understand." This ancient aphorism would want to hear about the gory details of CO2 highlights that we need to stop thinking in terms of sequestration? Or, listen to the anthropological details audience. The web has blurred the borderline between of the African diaspora? Yet like Amazon.com and their a private communication and a public broadcast. In the infinite book shelf each of these videos would likely get past one would never listen in on a phone call, or open at least one pairwise interaction because the topic a letter, and similarly one knows that a broadcast of a resonates with someone. So, instead of thinking of a public radio piece is designed for all; yet, the web is content-rich web site as a way to filter for hits, envision filled with blog entries that describe mundane things it as a method to create a community and pair-up users like going to the store! with what exactly interests them. Each community may Social networking sites like MySpace and Facebook be small by old media standards, but you might have a have millions of accounts, yet the median number of ton of such communities learning about Illinois. So, the friends in MySpace is two, the average is 55 - a skewed power of the long tail lies in creating these high at that. This means the social networking is largely communities, rather than in hit making. We need to done pairwise. A blogger, then, is one of millions of look at this "content rich" site as touching huge pairwise or a bit higher interactions.