This post was originally published on Medium
It feels like a lifetime since the Pushers left and the Communicators stepped up. Before then, the Pushers shaped the Message, told us how we would feel about their brand, their products and services. We either accepted what we were told or, well, we didn’t have much choice.
Then, it all began to change. The Manifesto taught us that “markets are conversations” and even though the Manifesto was soon overlooked by a younger generation, its central social message persisted and shaped our interactions with brands. This new generation, the Communicators, began to explore what a more collaborative, engaged conversation would sound like, feel like and what it could do for brands desperate for attention in an evolving digital world where we didn’t have to accept what we were told. Over the course of a few years, we discovered we had our own voices, choices and perhaps even power to influence others too.
As the Communicators rose from among us, we joined them in their journey and became their followers, their fans and co-creators. For a while we were on this wonderful voyage together, Communicators and followers. We formed new communities and we shared our lives more freely than we ever had before. We looked up to our new leaders with great admiration. They were like us and we loved them.
We had a brief Golden Age when we were finding our individual voices. Facebook brought us closer together, Twitter brought the world to us with such immediacy we were astounded at first. More services and tools followed and, today, we have so many ways to share, we are forced to choose based on where our communities are strongest. Once we thirsted for creativity, today we are inundated with it and we use terms like “overloaded” because we haven’t developed effective tools to filter our consumption. Still, its a good time for self-expression and there is so much of it.
The Communicators embraced these new tools for the brands they serve and they used them to capture our attention, share wonderful stories that entice us and weave new fabric to clothe those old brands the Pushers told us about. The Communicators learned more effective techniques as time passed and as they rose to greater heights and found that the brands they served worshipped them and their mystical magick (we knew it was nothing of the sort but then we still believed we travelled with our new prophets). Slowly, almost imperceptibly to most, the Communicators began to believe the praise heaped on them by the brands that also paid them richly. The Communicators began to believe they were the embodiment of the new Social Message and rather than being its interpreters, they started shaping it to suit their vision of this new era. They created new mantras and new laws.
Perhaps the rarified air and great heights led them to forget their earthly origins with us. Perhaps they simply saw themselves as the Pushers’ rightful heirs. Either way, our Communicators changed. They demanded more attention, more praise and they did it in subtle ways. They hosted grand parties and dinners and treated us as beloved followers, graced us with their attention and public praise as if that would somehow sustain us or even elevate us. Some of us became officials in their courts and rose above the rest of us, enjoying success for as long as they were in favour.
Then the Message changed. Our conversations became distorted. We only heard stories of joy, success, praise and favour. We didn’t heard stories about tragedy, disappointment and failure (well, except where failure was heralded as the seed of success). We noticed that officials in their courts disappeared and were replaced and heard quiet rumours about followers who fell into disfavour, were cast out and exiled. Nothing confirmed and yet the rumours persisted.
As the Communicators rose to even greater heights it was as if the Sun shone even brighter on us all and it was tempting to believe times were never this prosperous but this new light didn’t shine everywhere anymore. With this great light came more shadow. The Message was shaped even more and something unfamiliar crept into it: intolerance. Once again, we are told how we feel about brands, their products and services. The Message is no longer a shared construct, the Communicators shape it for us. For the most part we like it and, if we don’t, well, does that matter?