Archiv der Kategorie: English

The matter as such

The description of actions, behaviors, interactions, processes, systems and the like seems at first glance simple – select, observe, describe, interpret, communicate.

  • The objective should be clearly described so that the observations monitor the same thing.
  • The elements of the observation should be entirely collected so that comparability is guaranteed.
  • All observations should be described in a common language to avoid ambiguities from the outset.
  • Interpretation should be based on all observations, i.e. after all data is available.
  • Results should be published in the language of the target group, i.e. free of technical jargon.

This sequence and the common understanding of the matter as such must be communicated to all parties involved – especially the observers need beforehand appropriate training.

Individuals, groups, roles, processes, temporal, geographical and virtual spaces, media, and all other interesting objects are watched. In any case, the following aspects have to be considered.

  • The components of the matter as such
    On the one hand the set of target objects should be clearly described – who, how many, from where, etc. In addition, the components have some descriptive elements that should be described consistently to ensure comparability. It is this combination of elements that allows a useful observation.
    For example, persons have a name, a place of residence, certain interests; groups are named and need a list of group members and other characteristics to distinguish them; processes consist of individual steps that together provide a service.
  • The relationships of the matter as such
    The components are in unidirectional or mutual relations with each other – human, social, economic, technical, legal, religious, or other connections. They decisively expand the findings of observation.
    The components relate by communicating, doing business or pursuing other joint interests. Processes deliver results which, when interacting, sum up to the overall performance of the whole. The parts of a machine enable them to achieve a certain performance.
  • The changes of the matter as such
    Through the relationships of the components the conditions are in constant flux (Panta rhei). These changes are an essential characteristic of the matter as such. Thereby the components and relationships change more or less.
    People continue to develop, change the center of their lives, form new groups over time and work in various jobs. A machine mainly retains its structure, apart from the consumables and wear. From these changes, statements about the viability of the whole can be deduced. If no changes take place, the system is most likely dead.
  • The triggers of the changes
    To better understand the changes, the causes should be understood. What causes the changes? Where do the triggers come from? Through which relationships do the triggers reach the different components?
    The many causes that influence human development, or affect processes or put a strain on machines, offer starting points for creating desired outcomes or avoiding undesired consequences. The triggers are entry points for influencing the whole.
  • The occurrences of the matter as such
    The individual changes and triggers are difficult to oversee. For this reason, we bundle them into incidents that consist of a collection of components, relationships, changes and triggers. A general classification is for example the always existing life cycle – becoming, maturing, exploiting, vanishing.
    Occurrences not only comprise the documented contents, but also generate further insights in the observers’ minds, which result from their experiences – education, the founding of a family, the annual financial statement of the company, the maintenance of a machine. Eventually they become a matter as such.
  • The meaning of the matter as such
    The many aspects of the matter as such result in meaning for us and for others – What influences are sent from here? What is the overall purpose? What is the importance of the matter as such for different persons and groups?
    The totality of all matters as such result in the reality that surrounds us – the society, the economy, the culture and their interactions. Depending on the task at hand, we look at them at different levels in order to find leverage points.

Bottom line: The matter as such is the central element in the task fulfilment. This can be a matter of individual persons, groups or abstract systems that require a specific solution. In any case, it is better to consider the above aspects: the components, relationships, changes, triggers, occurrences, and above all the resulting meaning. The observation that cannot answer the above questions should always be examined critically, as the insights result from the interaction of many aspects – especially the above points of the matter as such.

The publication triangle

Consistent networks and various channels not only offer a platform for publishing to classical media providers, but also for all those, who feel inspired. The only requirement is access to the Internet. For this reason, we have a huge flood of information – no matter from where, by whom, when, and whether right or wrong. This creates new potential use, operating models and interests to inform target groups. And everyone is looking for their position in the publication triangle.

The ideal place is in the middle of the triangle – simultaneously objective, emotional and efficacious. In Germany, the balanced positions claim the public media. Let’s take a closer look at the triangle.

  • The objective corner
    Let’s assume that there are such things as unambiguous messages that describe something as it is – without omitting content, generalizations and distortions. The components would not be burdened by conscious or unconscious intentions. Everyone would understand the same thing.
    Events and physical things can be described best objectively – it’s now 5:32 pm; today is Friday; it’s raining; I type on a black keyboard; I use MS-Word. Let’s take the following example: In front of the café where I am sitting, groups of young people have gathered, chanting their slogans and moving towards the town hall, where police units are already taking their stand … With this description, one has already moved out of the objective corner. Especially, if you consider that I have withheld the fact that next to the town hall is the football stadium, where a game will later take place.
    The choice of words does not only provide objective content, but also additional information e.g. about the context, intentions and assessments. And in the end the target group decides on the content of the message. For declared opponents of football, it will make no difference, whether they are football fans or demonstrating extremists.
    I am afraid that we have to live with the fact that the objective corner is unattainable – no matter how much objectivity reporters claim for themselves, the incompleteness of the content and the association potential of the recipients create different meanings in the mind of the individuals.
  • The emotional corner
    Most people expect from fictional stories nothing more than coherence. As long as the various elements fit together, they are absorbed and processed without anything actually being true. In this corner, negative emotions (e.g. feeling helplessly at the mercy of others or feeling excluded and humiliated) and positive emotions (e.g. the sensation of being able to decide and determine for oneself or being acknowledged) are addressed.
    The effects become noticeable when descriptions meet emotionally charged experiences in the recipient – the final exam; the tsunami; the passion; the Madeleine. The mental connection with the experience awakens the feelings of that time – joy, surprise, fear, anger, sadness, and shame … Depending on its nature, one is completely drawn into this corner. This becomes particularly obvious in the cinema, when the people sitting next to you laugh out loud or burst into tears.
    The emotional corner can be reinforced by cleverly chosen situations and the choice of words – the secluded white sand beach besides a turquoise sea with an orange sun that slowly disappears into the horizon; metal waves as high as houses crashing through New York street canyons; the fine sandpaper caressing the body of a violin; the smell and taste of a madeleine that beams Marcel Proust into his childhood.
    You can’t escape this corner, because the feelings are unintentionally triggered in the subconscious when you have stored a corresponding experience. Some feelings are internalized through years of media consumption and gets exploited by content providers to get our attention. In such a Trojan horse hide other intentions that automatically trigger additional needs – the desire to consume certain products and services; the need for security; the unconscious urge to be part of a majority position, etc.
  • The efficacious corner
    The senders pursue more or less consciously a purpose with their publications – a communication should be believed; a promise should be kept; praise should please; a designation should be accepted; an invitation should also lead to realization.
    The operating model determines the effect, which can be economic (the business model), political (the political agenda) or religious (the confession). A newspaper is successful, if it is bought and read a lot. A party has achieved the desired effect, if it gets elected by the majority. A church is well attended, when the number of believers grows.
    The audience expectations determine in this corner the success. It is determined by the required mix of objectivity and emotionality. This corner has a great influence on the position in the triangle. For example, a factual reporting of a news channel can become a propaganda machine, if the fears of the audience are stirred up populistically – remember the media use of Trump and Berlusconi. The choice of topics is driven by the economic interests of a newspaper or a broadcaster – target group-oriented content increases the circulation. The blogger who, in the hunt for Likes, supplies his channel with ever new content, pays not only attention to his audience, but also to the interests of its sponsors.
    In this corner the actual intention of a provider is hidden. Cicero’s saying, „Cui bono?“ (i.e. who benefits from it?) reveals the real intentions. The first look into the publication triangle should start in this corner, because here you can find the reason of the other two corners direction.

Bottom line: Today we should no longer speak of an information flood, but of a consistently higher level of information to which we are exposed. And all this content can be located in the publication triangle. We recognize consciously or subconsciously objective content, the emotional hue and the intended effect. Because of the accessibility of almost all people, we must be aware that we have not developed a natural mechanism to protect us from the manipulative effect of the media. For this reason, we should focus more on the publication triangle in the fact check – What does the message mean to me? Why does it appeal to me? Who benefits from it? It remains to be seen, whether we will find in the foreseeable future a way out of the tension to be informed vs. influenced.