8
Nov

Virtual Reality and new paradigms of communication

Written on November 8, 2012 by Vanessa Dezem Baida in News

“Do you think we here are sharing the same reality? No? Each brain creates unique and subjective reality”.

These are the first words of a speech given by the neuroscientist Mr.  Naotaka Fujii about the SR-System, the  substitutional reality system. In his speech, the audience gets surprised when he shows the new technology that allows people to see two realities at the same time, without realizing the time gap between them.
The system is designed to study the perception of live reality and virtual reality and  can manipulate human’s cognition. All participants successfully cognized that the virtual reality (recorded scene by a panoramic camera) is the same as reality (in which they physically exist). They could see the past and the present together.
To better understand this innovation and in which way it can change the development of entertainment and communication, Masaaki Hasegawa, IE student from the Master in Visual Media Communication has interviewed Mr Fujii.
Follow bellow the interesting and shaking interview.
 
Naotaka Fujii is an ophthalmologist, neuroscientist and laboratory head at RIKEN’s Brain Science Institute. He developed a Substitutional Reality System device.
1965 – Born in Hiroshima, Japan
1991 – B.A of Medical College at Tohoku University, in Japan
1997 – Ph.D at same university
1998 – Senior fellow at McGovern Institute Graybiel Lab, at MIT
2004 – Riken Brain Science Institute
2008 – Adaptive Inteligence Team Leader, at Riken Brain Science Institute.
M:What is the potential possibility the SR-System has?
F: Regarding with the entertainment, it is deceiving. In the past, we have tried to make people world experience by adding information, to create the world we can manipulate, but it failed because people could not accept those added information. We tend to think that we handle with all the visual information. However, we actually ignore huge amount of information due to our capacity. Then, we altered the way (of the studies) to make substitutional reality that is decreasing the amount of visual information to create the space, and putting another information there. By this way, people can accept the world projected by SR-S as a real.
In the world created by SR-S, you can feel comfortable, probably because the amount of information your brain needs to handle with is less than in reality. Once you come back from there, you would feel that this world is vivid . The current SR-System adopts a panoramic view, from the view point of user, and it makes easy for us to create the substitutional reality. However, here is the other potential of the SR-System, as a means of entertainment,  that we would be able to enjoy 360 degree, like you can feel something happens behind you, once we could improve technology that allows people to use their five-senses in the substitutional world. It is more like creating the world.
Another point we are considering is to build a archive of experience. Using SR-System means that you experience the world created by it, consuming your own time. What we would like to do is gathering that experience as a archive and make it possible for people to share experience with others. For example, I am now thinking of trying to provide a situation in which people can encounter creative activities. Many artists, such as musician, do not want to be observed during their creative activity by others. But, SR-System would enable us to be with them and see the moment art is born, by recording their creative activity by video camera that would not interrupt their concentration. Another way to share experience is sharing meaningful moment in life. An interesting point is that SR-System allows us to combine the past and present and we can experience it at the same time that we would be able to join that experience. For example, you can record you wedding party and watch it with your children later, and your children will be able to take photo with your past. Like youtube, current technology allows us to share experience by watching it as video, but SR-System enable us to join that experience. That is why would like to build a platform that is the archive of experience to let people to share their experience.
M: It might be also interesting if you could add a function to that platform to count the number of people who experience your experience, like youtube tells us the number of viewers. We will be able to know what kind of experience people would want. 
Is it possible for us to share a certain experience with others at the same time? Like childhood memory, with old friends…
F: It’s possible, but we need to remember that we can only experience it from one viewpoint as we cannot see various things at the same time. You can enjoy it by experiencing the same experience from other’s view, and can realize things you missed. This ends up lowering the barrier between the substitutional reality and the reality. Thus, I would like people to use SR-System after they got an ability to recognize what is the reality and virtual.
M: Does it mean that we would cognize the virtual reality created by SR-System as real if we start using it before obtaining that ability? 
F: It can happen if we can recreate our body, senses, in the world created by SR-System, because what people rely on in order to distinguish difference between the reality and virtual is hands. I personally think that we should live in the reality, but as the value has changed people who grew up in the virtual reality can prefer to live in the virtual reality in the future.  It totally depends on ethics and moral. Actually, I am now executing an experiment with monkeys to realize the Madtrix, by putting electronic code into their brains. But it is much more difficult stimulating brain to react and feel certain way than what we do with SR-System now.  We can read the signal from brain, but create artificial feeling is really hard. At this moment, we can control their sense and feeling a little but it is far different from the real feeling. If we can achieve it, there won’t be big difference between the reality and dream.
M: In that case, you can enjoy it only for your own sake and it would be the case that you try to stay in the world artificially, where you can always feel comfortable. Once people start to use it only in the sense os realizing their preferable world, it seems difficult expand this technology to the world. 
F: It is like a discussion about abolishing to use vehicles to prevent mortal accidents. SR-System is just a platform of new communication, and the way of using totally depends on ethics and moral. Even I cannot expect how people will use this technology in the future. All I can say is SR-system will definitely be the platform of communication, and people won’t be able to live without it once it became a platform.

2
Nov

New Programs, new paths

Written on November 2, 2012 by Vanessa Dezem Baida in News

Alice is Italian, worked in the area of public relations and wants to be an international reporter. Sena is Turkish, worked as content editor of a tourism project in Istanbul and wants to be a digital journalist abroad. Masaaki is Japanese, worked as a financial strategist and wants to understand the deep concept of Visual Media. Betsy is American, studied communication in West Virginia University and has a passion for helping people.

These and other stories have just started to cross in the two new programs of IE. The Master in Digital Journalism and the Master in Visual Media Communication are the places where these people paths start or restart. They have made different choices in life, but have something in common: they want to be more.

Bellow, new IE Communication students share their expectations for the next 10 months.

 

Alice Podenzana, 23, Italy

Before IE: worked for two years as a Public Relations and I had an internship experience of almost a year in an NGO committed to the training and information aimed at young people.
 

Sena Çakıroğlu,23, Turkey

Befor IE: editor in  Armador Technologies Inc.

 

 

 

Masaaki Hasegawa, 25, Japan
Before IE: worked at Daiwa Securities as a financial strategist

 

 

 

Betsy Ditrinco, 26, USA
Before IE:  was at West Virginia University earning a masters in Communication Theory and Research

 

 

 

 

Why did you choose IE School of Communication?

Alice: Once graduated, I found myself in front of an infinite amount of opportunities. It was time to choose the path that would lead me to the professional world. What to do? I am very ambitious so I cannot settle and always find the best for me. That’s why my decision focused in IE Business School. I have always loved to write and I’ve never had the opportunity to seriously study journalism. I felt it was the right time and, into the various options of Master related to this field, I had no doubts: IE. Why? For the prestige of the school. But, also for the professionalism of its staff in the selection process / admission, for the completeness and originality of the Master’s program, for the cloister of professors of the highest level. Because it reflected what I was looking for: the excellence and the best training I could find in Madrid.

Sena: I knew the international recognition of IE, but what strikes me the most is its emphasis on digital media and innovation. Depending upon the development of new technologies in the late century, the way of communication is changing rapidly and it makes the usage of digital tools inevitable. To be able to practice as a journalist in this changing world, understanding new approaches and dynamics of the digital media are crucial. So, considering IE’s focus on the new digital business models and innovative real-life projects,  I believe, it is the right place to study Digital Journalism.

Masaaki: Because the course is well balanced between aspects of business and creative work. And, most important, students are culturally diversified very much. No matter how economically developed, the Japanese society is pretty much closed. For example, in my company, one of the biggest companies in Japan, still treat foreigners differently from Japanese people, and business is based seniority and paternalism. Though I like Japanese art culture and cities, it is difficult for me to accept Japanese social norms and common-sense. In that respect, I believe that I would be able to learn and touch lots of different cultures in IE that would expand my possibility to work and live all over the world.

Betsy: I chose IE for the prestigious reputation, the experience abroad, the incredibly diverse student body, and the structure of the MVMC program.

 

How were the first weeks of the Program?

Alice: The first weeks of the Master has been a great challenge for me. I found myself in a few days alone in a totally international, to study something that is totally new for me: digital journalism. My class is made up of 12 students from Spain, Brazil, U.S., Turkey, each with a different academic background but many already linked professionally to the world of journalism and more with a good level of English. No doubt the language barrier scared me. I had a feeling it would be more difficult than expected. But as the days passed, after following the first courses, getting to know the first professors and have started knowledge with classmates, anxieties and fears are disappearing to give way to motivation and desire to learn as much as possible.

Sena: We had several workshops and team building activities with students from other  programs. It was helpful to break the ice with people from different background and culture and get a sense of being part of IE community. Overall, the atmosphere was so vibrant, welcoming and motivated. This gave me a sense that anything is  possible/achievable at IE

Masaaki:  First weeks were pretty exciting. As I expected, I could meet a lots of people from all over the world and know different cultures. In addition, some of friends from same class introduced me local people and therefore, I can now enjoy both university life and personal life in Madrid.

Betsy: So far, so good! The professors are all incredibly experienced and so eager to help us accomplish our individual goals. I have also met so many amazing students from every corner of the world which enhances my education in ways I never anticipated.

 

 What do you expect from the Program?

Alice: The best, of course! This master was an investment not only economic but also personal. So my goal (and my hope!) is growing in these 10 months professionally and personally.  I want to learn as much as possible and take advantage of all the opportunities that this university can give me.

Sena: I expect this program to give us the ultimate motivation and knowledge to become well-rounded digital journalists who are not only efficient in writing and reporting but also have a comprehensive look at digital media and an understanding of dynamics of  the changing world.

Masaaki: I expect IE to provide opportunities to learn philosophy and deep concept related to Visual Media, not historical facts or superficial computer techniques. It is certainly true that IE is the academic place but I would like to learn from people who have practical experience and ability to combine conceptual things and business.

Betsy: I expect to refine my group work skills, learn from everyone around me, build a foundation of business skills. When I’m done I expect to be able to successfully orchestrate a visual project from start to finish with a team of various professionals.

 

What are your career plans after IE?

Alice: As I said before, I love writing. My dream is to become part of a major newspaper or magazine, possibly as an international reporter.

Sena: I certainly wish to gain professional experience as a digital journalist abroad, be part of innovative projects and try to understand other business tools in digital world as well.

Masaaki: Actually, I have not decided which industry I would get into right after graduation.

Betsy: I am very open to many different opportunities after IE. I would love to get involved in media initiatives – I have an innate passion for helping others so possibly health campaigns or helping to create awareness for a non-profit through visual media.

30
Oct

Let´s begin!

Written on October 30, 2012 by Vanessa Dezem Baida in News

Enthusiasm, excitement and expectations. These are some of the words that can briefly describe the feelings and thoughts of the new students in the Opening Days of the IE School of Communication.

Besides the motivation we can see in the Master in Corporate Communication students, the October intake gets a boost with the two new programs that will contribute to stir our community:  Master in Digital Journalism and Master in Visual Media Communication.

Packed with news and welcome wishes, the Opening Days started to prepare the students for the next months, which are going to be full of studying, discovering, discussing and, of course, making new friends, in a diverse and dynamic academic environment.
You can see all that in our Youtube link below. Enjoy!

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15
Oct
7
Sep

When CSR Clicks

Written on September 7, 2012 by Laura Illia in News

It is my pleasure to welcome you back to the 2012-13 Academic Year!

What a better occasion to inform you that  I recently published an article  at Communication World, the  professional oriented magazine by International Association for Business Communicators (IABC) on the topic of CSR communication . The article presents the preliminary results of a study that was conducted with the help of our MCC alumni 2010-11 intake. It has been co-authored with Silvia McCallister and Belen Rodriguez Canovas.

Abstract of the article:

Companies’ programs for communicating their Corporate Social Responsibility (CSR) activities to the public and to their stakeholders should be well-run, strategic and impactful. However, companies must navigate a complex web of diverse stakeholder groups with different needs and motivations. This study, conducted thanks to IABC Research Foundation, aims to identify best practices in the area of online CSR communication. It explores how companies communicate the CSR programs across their corporate CSR websites and other online tools and how they intend to reach out to multiple stakeholders in a way that is simple, credible and interactive.

You find the entire article here at: http://discovery.iabc.com/view.php?cid=3368

I’d like to take the opportunity to thank our MCC Alumni collaborating in the study, and also congratulating them for their  job positions!  Special thanks goes to:

Silvia McCallister (Associate Director at IE Master in Management)

Vesna Boskovic (Communication Manager)

Sen Peng (Official at Development & Reform Bureau, BDA Administration)

Jonathan Ruadez (Account Executive at Nexus)

Ai Sullivan (Stakeholder Manager at World Economic Forum)

27
Jul

Happy Holidays!

Written on July 27, 2012 by Begoña González-Cuesta in News

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Enjoy your summer!

https://www.youtube.com/watch?v=AYmr4wOhM9c

17
Jul

A perfect day to end the MCC 2011-12

Written on July 17, 2012 by Laura Illia in News

Last 9th of July MCC students presented their final projects. One of the projects was awarded by the Weber Shandwick  – IE Award, but all students worked out first class projects!

It was a perfect day… that made the end of MCC 2011-12 intake really a great experience for all of us!

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On behalf of IE, thanks for all the amazing work you did!

As a personal note, thanks for all the passion you put into your work through the year!

Consulting projects details  of this year are….

GOOGLE

Department: Corporate Communication and Public Affairs 2011

Community, branding and reputation building: The project was commissioned to support Google in its community, branding and reputation strategy among software developers for Android.

GRANT THORNTON

Department: Corporate and Marketing Communications

Bring the new brand promise to be part of the DNA of the company: The project was commissioned to carry on a communication plan to help Grant Thornton to position its new brand promise among the top 5 big players in its industry. The final aim is to propose an internal and external communication plan.

VENTE PRIVÉE

Department : Department: PR and Communication 2011

E-commerce and luxury brands: brand and reputation management: The project was commissioned to help Vente Privée to increase the portfolio of luxury and cosmetics bands (BtoB image building) and increase awareness among consumers (BtoC image building) .

NATIONAL GEOGRAPHIC STORE

Department: Corporate and Marketing communication

Build a strong reputation and positioning: The project was commissioned to help National Geographic Store to strengthen its brand and reputation .The final aim was to build a communication plan for two major stores (Madrid and London), and to provide support for corporate communications of parent companies.

10
Jul

Weber Shandwick recognizes talent at IE School of Communication

Written on July 10, 2012 by Begoña González-Cuesta in News

Global public relations agency Weber Shandwick took part this Monday in the presentation of the final projects by students of IE University’s Master in Corporate Communication. In the course of the event the Weber Shandwick Prize for the best project was awarded to Building Brand Awareness for the National Geographic Store Journey

The students that made up the winning team were Bailasan Badwan (Jordan), Gregory Dost (US), Lea Labudovic (Serbia), Amal Ounir (Moroccos), María Clara Otegui (Uruguay), Teodora Salvan (Romania), Guillermina Wiegers (Argentina) and Duangkamol Saleerat (Thailand).

The President of Weber Shandwick España and Executive Vice President of the agency’s European operations, Rose de La Pascua, and the company’s Executive Vice President of Corporate Communications EMEA, Jim Donaldson, examined the different projects presented by 34 students from the program.

Rose de la Pascua explained that identifying talent is one of the key factors for the agency’s success, saying that “collaboration with IE School of Communication guarantees access to professionals with both talent and a top-tier education.” 

The students were divided into four teams which prepared innovative communication projects aimed at major business organizations, namely Google, Grant Thornton, Vente Privée and National Geographic Store. The projects tackled key issues that included corporate reputation management, branding, internal marketing, and positioning. For each of the projects students were coordinated by the heads of communication of the participating firms.  

“Today, one of the essential prerequisites for operating in a globalized world is knowing how to work in multicultural teams”, said Laura Illia, Academic Director of IE University’s Master in Corporate Communication. “Entrants in this competition organized by Weber Shandwick comprised students from twenty seven different countries, and the aim was to place a special focus on the role of teamwork as opposed to individual aptitudes.”

As part of the agreement undertaken by Weber Shandwick and IE School of Communication, the agency has invited Laura Illia, Director of the Master in Corporate Communication, to form part of the final phase of the European WS Future Leaders Academy (FLA), a dynamic training program aimed at the best Weber Shandwick talents in Europe, set to take place next fall in London.

Building brand awareness for the National Geographic Store Journey

The overriding objective of the winning project undertaken by students from IE University’s Master in Corporate Communication is to strengthen the corporate reputation and brand of National Geographic shops among different segments and to draw up a shared communication plan for its flagship shops in Madrid and London.

About Weber Shandwick

Weber Shandwick is a leading global public relations firm with offices in 81 countries around the world. The firm has won numerous awards for innovative approaches and creative campaigns, and it has deep expertise in social media and digital marketing.  Major practice areas include consumer marketing, healthcare, technology, public affairs, financial services, corporate and crisis management. Weber Shandwick is part of the Interpublic Group (NYSE: IPG). For more information, visit http://www.webershandwick.com

About IE School of Communication

IE School of Communication offers a vibrant and critical environment in which to develop optimum thought and action skills for an interactive world that revolves increasingly around communication. The School runs graduate and postgraduate programs in different areas of communication, including visual media communication, corporate communication, digital journalism, and political communication. 

The English-taught Master in Corporate Communication is designed to equip students with a strategic vision of corporate communication. The student body of the latest intake comprises 20 nationalities.

9
Jul

IE School of Communication, sponsor of the Online Media Awards

Written on July 9, 2012 by Pedro Cifuentes in News

Through our Master in Digital Journalism, IE School of Communication has become a sponsor of the Online Media Awards, which ceremony took place at the end of June in London. Kindly represented by Sally Averill (Head of IE’s London office) and Antony Bennison (Media Editor at MSN UK and teacher in our MDJ), our school gave the prize to the Best Specialist Site for Journalism of the year, awarded to The Arts Desk. We are proud to support an organisation that identifies the best and boldest of online news-based creativity in rapidly-changing times as these.

You can relive the awards night and hear interviews with a few of the night’s big winners; Paul Lewis from the Guardian, Carla Buzasi from Huffington Post and Pete Picton from Mail Online, in our highlighted video below.

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2
Jul

Time to celebrate the winners!

Written on July 2, 2012 by Carlos Palmero in News

The verdict is out!

IE School of Communication recently announced the winners of the 3rd Annual Communication Challenge.  Candidates from all over the world put their creativity to the test to compete for a scholarship applicable to their program of choice.  We are very excited to announce the winners from each program as follows:

Master in Visual Media Communication – Daniela Gutman, Argentina

Master in Digital Journalism – Shrabani Das, India

Master in Political Communication – Miruna Seitan, Romania

Master in Corporate Communication – Lizbeth Luna, Perú

You may see their submissions on the following link: http://communicationchallenges.ie.edu/winners.php

Congratulations to all the winners and we look forward to seeing you here at IE this October!