A Young Media for a Young Nation

OK, maybe this is a point in the thinking about "the new media" that ranges off, but as a parent of a high school senior, it makes sense. The boards and blogs represent a coming of age in the media -- it happens every generation or so with technology shifts.

The challenge for the institution -- whether it is a university's athletic department or a major private corporation -- is figuring out how it will engage the two-way communication path of Web 2.0. It's not enough to send out a message, you have to listen to the response and react.

Or, you have to realize you're dealing with a teenager.

For decades, athletic departments sent out their messages to their fans. It was a one-way communications portal. Feedback was available for the major boosters or politically connected. It also echoed through the attitude of the media covering the team. We -- college SIDs -- operated in modes that emphasized our ability to spread an outbound mass message.

So as a parent, we told out toddlers and pre-teens what to do. We expected them to do it. We brooked no talking back.

Funny thing is, when they grow up with a mind and an opinion of their own. The day they decide to tell you what you think, it can be jarring. You want to respond in kind, or with an authoritarian "do what I say" tone.

Guess what -- it doesn't work. Eventually, you have to converse with the teenager, respect their opinion, do you best to steer their opinion. That doesn't mean you don't discipline them when they are out of line. You can't have a shouting match and think you'll win by the force of being the . Eventually, they will tune you out.

Now -- replace every teenager reference with college sports fan. The Web 2.0 world -- from SNW to message board -- enables the fans to talk back to us. We have to learn to listen, and realize that the world in which we simply managed information or opinion through a one-way dialog -- we will tell you what's important, what's correct, what to do -- is over.

It's been over for some time for politicians. It's becoming over for local municipalities as they deal with citizen media. Some may argue whether or not the battle is done in college sports, and that might vary from market to market.

At the end of the day, they will grow up.