In 2000, seminal journalist Malcolm Gladwell released a book called The Tipping Point.
The book essentially defined our generation and the way we communicate. It introduced the general public to the whole concept of viral marketing and how ideas are spread from one person to another.
In the book, he identified three types of people who play key roles in transmitting information: mavens, connectors, and salespeople. To give a much too simple version of his theory: mavens have the information, connectors put people together with the mavens and salespeople convince people that they are connected to that they should act on the information.
Well, it has been more than a decade since this revelation hit the planet and our beloved national movie producers seem to have finally managed to crawl out from under a gigantic rock somewhere (some theories place them in Uluru for the last 12 years).
Screen Australia has identified 34 per cent of the population as “connectors” who can drive engagement with Australian content, in new research into the motivations for watching feature films, television drama and documentaries.
This third of the population are typically affluent, generally younger, live in the city and are highly engaged with the digital age and are now seen as key drivers of audience engagement with Australian screen content.
“The 34 per cent who we call connectors who are really engaged with content across a range of places, especially the social media space,” said Screen Australia’s chief executive Ruth Harley.
“It’s a lot of people, they’re watching a lot of content and they push other people to watch.”
And here we were, wondering how Australia could be such a sought-after filming destination for Hollywood and yet have a pretty pathetic excuse for a film industry ourselves. I guess some mysteries were never meant to be solved.