Summary

Interactive communications- strategies and knowledge

ISBN 978-954-535-654-4

This book "Interactive communications- strategy and knowledge"

reviews the role of the new interactive media and how it supports the
technological platforms of knowledge management and strategy. We
are describing the problems and challenges to the society and
organizations for developing new approaches to the communications
knowledge and using effectively a new interactive technology as well
as social networks, tagging, second life, web 2.0, web 3,0; interactive
mapping and semantic structures.
Interactive communication provides a relatively high degree of
flexibility, which in turn allows the user to have a high degree of
control over the technology and the communication that takes place
via the new interactive technologies in the conception of knowledge
management.
This book explores the tendencies for interactive communication
development and knowledge management. It focused on a new
interactive technologies as well as social networking, web 2.0, web
3.0, SEO, semantic networks, active worlds, immersive object an how
can using in the knowledge management practice.
This study represents methodologically a new way of looking at the
interactive media and communications and their characteristics.
After introduction, Chapter one "New interactive media" describes
basic principles of new social media and professional networking and
problem for new media development.
Chapter two "Strategic communication competence" establishes
information and networking problems of digital and e-competence;
Chapter three "Knowledge management-interactive approach and
communications" analyzing European and International best practice
of interactive knowledge communication and basic problem s in this
area.
In this research we review the role of interactive media and
communications to define and solving global and complex problems
that affected the European space.
The European commission in 2009 develops a new platform for
content management”Creative Content in a European Digital
Single Market: Challenges for the Future”
Digital technologies bring a number of changes to the way creative
content is created, exploited and distributed. New content is being
created by traditional players such as authors, producers, publishers;
but user-created content is playing a new and important role,
alongside professionally produced content. The co-existence of these
two types of content needs a framework designed to guarantee both
freedom of expression and an appropriate remuneration for
professional creators, who continue to play an essential role for
cultural diversity. As far as rights management, exploitation and
distribution are concerned, traditional practices for licensing rights are
not always adapted to digital distribution. Digital technologies bring
new actors and new roles into the value chain. Previously separate
services are converging, thus radically changing conditions for the
distribution of creative content, bringing in its wake
the integration of mobile operators, internet service providers (ISPs),
telecom companies, broadband technology companies, websites,
online shops, online rights aggregators and social networking
platforms.
Making professionally produced creative content available online is
proving to be a high-risk business, because of market fragmentation,
high development and production costs and the need to fund as yet
unprofitable new services from the declining revenue streams of
"traditional" analogue and physical distribution. Different trends and
considerable challenges arise depending on the type of digital content.
The objective of European Digital Agenda is creating in Europe a
modern, pro-competitive, and consumer-friendly legal framework for
a genuine Single Market for Creative Content Online, in particular by:

– creating a favorable environment in the digital world for creators

and right holders, by ensuring appropriate remuneration for their
creative works, as well as for a culturally diverse European market;
– encouraging the provision of attractive legal offers to consumers
with transparent pricing and terms of use, thereby facilitating users'
access to a wide range of content through digital networks anywhere
and at any time;
– promoting a level playing field for new business models and
innovative solutions for the distribution of creative content.

In this book we are describing the problems and challenges to the

modern society and organizations for developing new approaches to
the communication media and using effectively the new interactive
technology as well as social networks, tagging, semantic approaches,
information agents, Data web, interactive mapping for sharing
knowledge and ideas about potential problems and their threats to the
citizens. It is a well known situation that the XXI century society is
facing an increasing series of complex problems. In this case
interactive communications play key role to analyze проблемс and
planning activities to limit the unexpected effects on the people.

New media characteristics:

@ interactivity;

@ using dynamic content;

@ open to share ideas;

@ mobile;

@ usability;

@ creating new ideas;

@ new technologies is not a threat, but rather an opportunity;

@ communication problems must be define with cooperative

participation;

@ using contemporary communication models;

@ developing conceptions and ideas;

The interactive communication means generating meaning through the

exchange ideas using a series of modern means of transmission of data
and implementing a combination of electronic processes. Interactive
communication ensures active participation of people and those
employees who usually do not express openly their ideas. A similar
type of communication destroys monopoly on content, controlled by
traditional media.

When choosing a form of interactive training is a necessary:

 to take into account the characteristics, conditions and the label

of conduct typical set up for interactive media;
  to make a selection processes, appropriate for the purposes of
training;
 to seek active contacts and interaction with virtual communities,
with close to our interests.

During the interactive communications in the course of training to use

the following techniques:

Ø orientation to a wide range of tools for creating content / text, voice,

video, images, photos, so as to strengthen the influence of media on
the environment;

Ø timing of the models to be comfortable, accessible, close to the

students;

Ø to hearing each other, seeking understanding, promoting the

process of generating ideas and full sharing of information on risk
problem.

Interactive training can be based on the synchronized and a-

synchronized communication, and includes electronic
correspondence; list of electronic addresses, group interaction in
virtual places of knowledge, using a hat rooms; interactive video
conferences; audio communication; interaction through simulation and
modeling processes. You'll note that the technology itself does not
alter the fundamental principles for high quality training. The
educational process depends on other fundamental factors such as pre-
training of students and their teachers, social environment, attitudes
towards the process of training, introduced universal and humane
principles in the educational process. It can be argued that interactive
communication and in particular interactive training added new
dimensions to educational methods. Encouraging communication,
using expressive digital images; important acquire the design of
relevant, adequate context of on-line environment for adoption of
knowledge on prevention of risks.

The appendix include interactive and content management practice of

European Union, Yahoo, Nokia, NTT Docomo, Alexa and others
innovative organizations.
Content
Introduction
1. Interactive media
Nature of interactive communication
Development of new media practices and
Social networks and interactive media
2. Strategic communication competency
Communication expertise and information-basic concepts and features
Digital identity and competency
E-competence
3. Knowledge management and interactive approaches
Nature and new concepts of knowledge management
Communication problems and knowledge
Summary
Literature

Applications
Communication patterns
European framework for knowledge management
European networks for civilian control of the institutional links
Strategy and vision of leading networking companies
Nokia's Vision
Values of Yahoo
NTT DoCoMo organizational strategies

Rusi Marinov,
Associate professor of Information science,

A member of

European communication research and education association/ecrea/,

European Media literacy charter and

International Association of Business Communicators/IABC/.