The purpose of a message is to deliver information. This purpose is achieved by adding value to the receiver and the energy conservation function is given by the credibility of the message. A message is an object that needs to be carefully defined if the message has multiple users or receivers. When it is a univocal message the design has to respond to the possibilities of the receiver to decode the information included.
Messages are naturally segmented because value can only be added to those who need the information that is being provided.
That is why the first question that has to be defined is the segmentation of the receivers of a message.
When developing a mass media, this segmentation defines the editorial line in which all the messages have to fit.
The segmentation to be used is the functional segmentation because it is the segmentation that synthesizes the operational segments to be considered.
The Structure of a Message
The maximal strategy of a message is driven by the value it adds and the minimum strategy is given by its credibility.
The value added allows the message to be remembered. Data provided to someone who has no need for it cannot be stored in the long term memory in a meaningful way. It might be recalled but as it is meaningless it can not be used.
Information without credibility cannot be integrated in any case but when it is based on a stimulus of human weaknesses. Gossip is an example of this case. But the lack of credibility generates doubt in the mind of the receiver and doubt provokes inaction.
Using the fundamentals of words to solve problems of adaptive systems
The logic of a communication process has been discovered in anthropological researches and studies by different psychological schools. It can be synthesized in four steps:
- Rituals – Protocol to begin with a communication.
- Conflict Management – Dealing with the hidden objective of a communication.
- Activity – Developing the task implicit in the communication.
- Pastime – Obtaining the benefit for the activity that has been done (Good-bye included).
An example of a message:
Text of the e-mail that has been used
Subject: Free invitation to visit the anthropological museum
Dear Mrs. J. Smith
We are contacting you to invite you as a guest of the anthropological museum to apprehend human evolution
This anthropological museum shows a breakthrough to approach human evolution based on its nature and will change the way you deal with the environment.
Managing reality as a unified field, integrating humans, the environment and your personal interests will give you an enormous competitive advantage in today’s world.
I personally recommend taking advantage of this opportunity to access this approach.
We think this experience will change your life. Dealing with the nature is a breakthrough and at the same time a back to basics because of its simplicity.
This is the most profitable investment you can do.
PS: After participating please let us know about your experience.
NOTE: The Unicist Research Institute was the pioneer in complexity science research and became a global decentralized world-class private research organization in the field of human adaptive systems. http://www.unicist.org