How To Explain Digital Culture To People Who Don’t Get It

30 07 2009

The “digital divide” in corporations, and in marketing organizations, is very real.

There are a set of people who live it, and get it.

And there are a set of people who live outside it, and occasionally take a stab at trying to understand it by reading about it or attending seminars.

What they don’t get is that trying to understand digital and social media without living it is like trying to learn how to ride a bicycle by reading a book. You can’t understand it without actually doing it.

But, this hour-long video is the next best thing. If you’re working with people who aren’t living digitally, try showing them this guide to the culture.

Why do I think this “Anthropological introduction to YouTube” will help marketers?

  • It’s in a familiar, comfortable form (video);
  • It’s inspiring and non-threatening;
  • It’s not a sales piece with an agenda;
  • It’s not about advertising and marketing

It’s not about old vs. new, right vs. wrong — it’s about culture. it does a good job of explaining internet memes, viral videos, mashup and remix culture, social media, communities, “networked individualism” and more.

Best of all, it’s not about advertising and marketing, or old vs. new. It’s about culture.

I’m planning to share this with some people to see if it can help educate them. If you decide to do the same, please let me know how it works.




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