.M.

Topics ranged from blogging 101 through to circular debates about how mainstream media deals with "trust", "citizen journalism" and "conversations". The event was carefully stage-managed, even to the extend of introducing increasingly annoying "advert" breaks in-between sessions. Do Microsoft and BT really need more publicity? We certainly never had a moment to forget who the forum sponsors were either (BBC and Reuters). It all seemed terribly slick, sanitised and a bit too repetitive for its own good. I've never tired of hearing the word "conversation" spoken before. There were aspirational buzzwords aplenty and complex issues for consideration but the subtext seemed simple enough - big mainstream media players have really got nothing to contribute to the social debate - their function is simply to co-opt and leverage each form of social transaction that has been proven to work elsewhere. That's not enough meat to drive a FORUM. That is ultimately what I took home. Social media is serious media business nowadays and constant references to "the leaders" kept reminding everyone of how much the traditional rule of hierarchy still applies.

It has been years since I attended a Reuters-sponsored event. It's been even longer since I worked for the company (receiving my web production assignments on floppy disk). I could have sworn that the last time I heard senior Reuters staff discuss open content newsfeeds, it was to poo-poo the suggestion that anyone would possibly bother doing their own (RSS) aggregation when Reuters and Bloomberg provided tailor-made proprietary services. How the worm has turned. Or has it? Mark Thompson, Director-General of the BBC, suggested that changes that are afoot are going to happen with or without the efforts of media corporations. I agree but much time was spent debating the role of mainstream media in relation to the "blogsphere". The framework for debate seemed seriously flawed. The underlying tools of production and publication are now one and the same. A few more developers in the room may have made that point more clearly more quickly.

Ironically, the two sessions that were the most impactful (both good and bad) were from the BBC. On home ground, a rather embarassing session on "digital assassins" brought home the cultural gaps faced by new media practitioners. The intent was admirable, to bring diverse groups together for a quick chat about new digital stuff, but the execution was lousy. Far more successfully, a special edition of the BBC Radio show World Have Your Say, was produced and broadcast, live, from around the delegates. Callers came in from around the globe.

I feel somewhat sorry for the indie folk and small businesses who have invested heavily in attending. No history in the making so far. I hope tomorrow makes up for it in some small way. Not one person I spoke to appeared to be getting any great inspiration or insight. I risk sounding totally disengenious (having received a complementary "fellowship" to attend) but the worst thing that can be said about a gathering of this sort is that you come away without learning anything. All I learnt was how tough a crowd this was for our "celebrity activist". As the highest profile speaker, Richard Dreyfuss gave what I thought was a surprisingly thoughtful and measured talk. This does not appear to be a view shared by many. His comments appeared to bounce of many of the media folk around me who fairy-clapped him on and off-stage. However warnings about the potential damage WE could do through our increasingly instantaneous media rang true. His was also one of the few voices to convey any real passion and conviction. I bought it.

I'm not going to write Dreyfuss off as an actor seeking the limelight past his prime (unlike several kind hearted bloggers) and I'm not going to write off the We Media Global Forum. I think they both have a certain credibility in this space. But I am growing suspicious about the relevence of this forum to people working outside the MEDIA. It's a shame but perhaps inevitable that the Forum is failing to live up to its own hype. Today wasn't special. I'll be back tomorrow to listen some more and stick my oar in once again. It's the least us "fellows" can do for a free lunch.

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