Scotland’s Referendum – the triumph of Social Media?

Ever since people were able to write they have communicated their thoughts and messages on some form or other, whether slate or parchment. Around the late 1430s, a German man named Johann Gutenberg automated the printing process, thus enabling mass communication.  Communication evolved slowly over the centuries until the industrial revolution brought us communication on an industrial scale, where mass was really mass.  However, this was still clunky mechanical stuff with limitations on speed and timing to press.  When computing came to the world of publishing in the 80’s a trade union war broke out that culminated in the now famous Wapping Riots of 1986.  The newspaper barons, especially Eddie Shah won the day, and digitised publishing was here to stay. Getting the news out fast and wide can only be a good thing?

But there is a fly in the ointment, propaganda.  Given the means to broadcast to a national or global audience and given the power of propaganda as a means of achieving and justifying a political aim it can be no surprise to find them in bed together.  With control of this new mass media in the hands of certain megalomaniacs then democracy is the first casualty.  Follow the link for a remarkable insight into the dynamics of propaganda.

We have seen numerous examples where the public, even a free and well informed public, can quickly be whipped up into a frenzy of compliance.  The Iraq war is a well documented example where fanciful stories of weapons of mass destruction and 45 min first strike capability trumped millions of protectors who took to the streets in opposition.

But all good things must come to an end.  We are in the final death throws of the dominance of broadcast media where ultra powerful media barons control our thoughts and actions.  The new revolution is social media, where power has switched from the single big guy to the multitude of little guys.  Exactly how it succeeds is a bit of a black art but no one can doubt its omnipresence.

Even the big guys are tweeting with a lump in their throat, recognising that their days have gone.

So, here’s the thing.  The big battle; broadcast v social, has not actually been won yet but social is in the home straight and broadcast is the back marker.  The irony is that the big guys are in denial.  They still rely and believe in traditional broadcast media.  Social media’s horse came in at 20 to 1, traditional media’s horse is due in at 20 to 4.  Of course, ‘call me Dave’ Cameron and his crony’s will giggle like school girls over their latest tweet, but when they want to get their really important message out it’s back to the big boys toys.  Ironically, the broadcast media has been one of the early adopter of social media as an enabler and, arguably, their role has become that of a facilitator.

But beware!  Barrack Obama became President over social media.  Conflicts all over the world are now played out on social media.  The Arab Spring was sprung over social media while traditional media is still in the dock – literally!

So, why is this relevant?  Take Scotland’s Referendum.  According to the popular press and the mainstream TV channels its a ‘slam dunk’ for the Better Together’.  The actual referendum is a mere formality.  When did you last watch a report or read an article telling us the referendum was too close to call or the Yes campaign was gaining ground.  The traditional media are too busy pandering to their masters and lining up their champions to land the next killer punch.

So, here’s another thing.  Search the Internet for Scotland’s Referendum and you drown in a sea of Yes Campaign literature.  Articles exposing the truth behind Scotland’s prosperity, articles explaining the lies being told by the No campaigners and their ‘fear tactics’, articles explaining the huge potential for an Independent Scotland.  You are almost spoiled for choice.

You may wonder whether this is either side of the same referendum.  But it is, and victory will be determined by the outcome of the broadcast media v social media war.  If I was a betting man, I would put my overdraft on the 20 to 1 newcomer, and not the 20 to 4 ‘has been’.  It’s not just 3 hours behind, it’s 700 years and 3 hours behind!