This is the first of five posts where we look at how print became part of human social interaction and how the social Internet is following a similar path.

The basis is from the research of Asa Briggs and Peter Burke and referenced from Wikipedia here.

Asa Briggs’ and Peter Burke’s first finding:

1.    Critical reading: due to the fact that texts finally became accessible to the general population, critical reading emerged because people were given the option to form their own opinions on texts.

How many times have we seen blog posts or online article comments that obviously disagree with the original writer’s intent? How about a well-intended new media promotion that backfires?

More examples of original content being used in unintended ways are available every day. This is the same effect print had on populations as it came into its own. People were able to read more information, more often and form their own conclusions. As they were exposed to more information it began to shape their responses.

We are seeing the same happen today with millions of blogs, instant search results and content everywhere. People once again are able to read and find the answers they need and that doesn’t always match up with the original intent.

How does an organization deal with this? They must understand that individuals can find information outside what an organization is “officially” saying. Therefore, organizations should be truthful. If what the organization says matches what readers find from other sources, that organization will be trusted. Likewise, if readers find conflicting information, the organization loses its influence.

Image credit: squacco