If old consumers were assumed to be passive, then new…
“If old consumers were assumed to be passive, then new consumers are active. If old consumers were predictable and stayed where you told them, then new consumers are migratory, showing a declining loyalty to networks or media. If old consumers were isolated individuals, then new consumers are more socially connected. If the work of media consumers was once silent and invisible, then new consumers are now noisy and public.”
About This Quote
This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation.
The quote contrasts past passive, predictable, isolated media consumers with modern active, migratory, socially connected, and vocal ones, highlighting a shift in loyalty and visibility.
In simple terms: Old media users were passive; new ones are active and vocal.
Key Takeaway
Recognize and engage the dynamic, connected audience.
Themes
media evolution
consumer behavior
social connectivity
loyalty
public discourse
Mood
analytical
strategic
reflective
Type
observational
analytical
strategic
When to use this quote
- marketing strategy
- brand management
- media planning
- community building
- public relations
Key Concepts
active engagement
network effects
social media dynamics
Questions to Reflect On
- How can brands adapt to both active and passive audience segments?
- What strategies maintain loyalty in a migratory consumer landscape?
A Different Perspective
Assumes all modern consumers are uniformly active, ignoring varied engagement levels.