The computer screen is the surface of communications par excellence. Staring at a screen is all absorbing. But what is becoming all too obvious is that computers aren't communicating with people, they are communicating with each other.

The very definition of the Internet is computers talking to computers. In fact Gibson called the information space cyberspace - meaning the space that exists within a computer or a matrix of computers. Sitting in front of a computer, people are absorbed by the flowless stream of information racing across the screen. Their subjectivity is suspended, their objectivity is operating at full throttle.

Advertising is mostly subjective, so in an objective environment it rings false. Therefore, subjective messages are quickly rejected. The challenge facing most advertisers is how to talk about yourself without talking about yourself. How to make your message objective.

To accomplish this task, you should look to expand the psychographic base of your equity and find new relevancies between you and your consumer. Cyclops excels at this, understanding new advertising in the age of new media.





Copyright Cyclops Communications, Inc. 1999