BK report
THE HOT AND COLD OF DISSEMINATING Words Tuyen Le Image Ifrah Ariff
Before the Internet, architecture enthusiasts relied on magazines to stay up-to-date on the daily happenings in architecture. As humans, our hunger for news and media hastily yearns for opinionated pieces to stimulate our daily life. The users are constantly evolving, how can the publishing houses disseminate their gathered knowledge and content? It is a question the Bnieuws team is involved in to reflect, along with the panellists of professionals form the publishing world during the BK Talk - Disseminate: The Present and future of editorial practice.
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Andrej Radman, one of the panellists framed the current condition of the editorial practice via Marshall McLuhan’s theory of HOT and COLD media. Hot media showcases a lot of well-sourced data, high resolution, and leaves no room for further interpretation from the audience (podcast, lectures, Facebook); whereas cold media provides less data, low resolution, and allows the audience to fill in the blanks with their own conclusion or opinions (seminars, TikTok, Twitter). They both exists and evolves in the disseminating bubble, however, the audience has become restless, where they want high resolution information and rooms for interpretation.
Most of us suffer from hyper attention disorder, we need to be fed information all the time... but at the same time, we don’t have the attention span of reading more than two pages. These words of Andrej leaves us wondering if we need to introduce a third category… LUKEWARM media in order to satisfy the audience? The answer is no. The “audience” we are introduced here are not ready-made, they represent an entire spectrum of readers and consumers, where they digest media similar to the way they digest food, everyone has
