Reclaiming Media , Brenda Laurel

http://www.tauzero.com/Brenda_Laurel/Recent_Talks/ReclaimingMedia.html
As we look at the professional landscape that awaits new designers, we see a growing trend in both branding and in the design of products and services toward transmedia strategies. Increasingly, design involves many different media types that are integrated into a coherent whole, employing various combinations of web, wireless, print, video, audio, and objects. We want our students to become media strategists who understand how to orchestrate these various media in ways that take advantage of the unique powers of each, and to achieve coherence and relatedness among them. Tomorrow, it will not be enough to be a Flash cowboy. Our goal is to produce designers who can become thought leaders in the emerging discipline of transmedia design.