28 de Octubre de 2010
CEOs con chanclas y bermudas
(Notas que tomé en el cine mientras veía la red social)
Han cambiado el mundo. Es así. Y lo han hecho tan rápidamente que da vértigo. Orson Welles inmortalizó a William Randolph Hearst en Ciudadano Kane. La Red Social no será nunca una de las mejores películas de la historia del cine, pero versa sobre los nuevos líderes. Hearst cambió el mundo del periodismo. Introdujo fórmulas rompedoras inspiradas en Joseph Pulitzer. Estamos hablando de 1.880. Ciudadano Kane es de 1.941. Y seguía vigente 60 años después, sobre una historia de más de 100 años. De pronto, desde febrero de 2.004 toda la revolución innovadora ha dado un giro radical, hasta el punto de hacernos la pregunta de si en realidad los medios innovaron en algo.
Si lo analizamos fríamente de W. R. Hearst a Rupert Murdoch (News. Corp.) no han cambiado muchas cosas. Los Grupos de Comunicación crecían y se convertían en conglomerados inabarcables mientras pasaban a ser Instituciones de Comunicación, como apuntaba el profesor Nieto.
De los desenfrenos empresariales de Jean-Marie Messier (ex Vivendi) al exceso de cordura de Thomas Middelhoff (ex Bertelsmann) en realidad no habíamos asistido a ninguna revolución en la comunicación, en la relación del contenido con la audiencia. Todo fluía, se peleaban por comprar una gran empresa de cine, expandir el negocio y buscar líneas de diversificación que no desentonaran mucho con el core del negocio. El dinero a mansalva procedente de la fuente inagotable de la publicidad y la falta de información rigurosa sobre la audiencia les hizo perder el foco. ¿Y Cuál era? El contenido. Tan complejo como eso. Nadie podía pensar que la fuente se agotaría, tras 100 años de correcto funcionamiento y, a pesar de ciertas caídas, el sistema seguía funcionando, remontaba y aguantaba los baches. Cada año más y más. ¿Innovar? Mejor comprar. Google, Portales Temáticos, Blogs, Youtube, Napster, el P2P, Agregadores, otra vez Google, la telefonía móvil… y ahora Facebook y Twitter, y la era de las redes sociales. Se acabó el guión clásico greco-latino, las fuentes de ingresos son ahora riegos automáticos a dispersión y la reordenación publicitaria es un hecho.
Me he pasado toda la Carrera, Máster y Doctorado analizando a todos los CEOs de los principales Grupos de Comunicación del mundo. Desde el fugaz Belarmino al las incombustibles familias; del modélico Bergareche al influyente Philip I. Kent (nada menos que sobre Ted Turner)… en fin, analizando sus movimientos y estrategias aplicadas sobre los grandes Grupos mediáticos que dirigen o dirigieron. Pero no han sido ellos los que han cambiado el mundo. Lo mantuvieron y supieron sacarle un gran rendimiento. Pero al final los que han revolucionado la comunicación han sido chicos en garajes, o habitaciones de colegios mayores que aprovecharon la tecnología e innovaron.
La Red Social es una película interesante. Los próximos que estudien comunicación estarán más interesados en estos chicos con bermudas y chanclas que en lo anterior. Y si entienden la lección sobre la innovación y cambio permanente entraremos en una magnífica dinámica de “eras” anuales tan sacrificada como estimulante ¿El próximo que cambiará el mundo? Los medios han de seguir intentándolo.
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