Is this a publicity stunt or a simply a sign of the times?

The New York Times published an article today explaining how Tufts University is encouraged University applicants to include a 60 second supplemental video as part of the application process. According to Lee Coffin, dean of undergraduate admissions, 1,000 of the 15,000 applicants have already submitted a video. There are no video guidelines on style, format or content just the suggestion that video might be an engaging way to show the school who you are.

Is this a publicity stunt?  Coffin suggests, “maybe I was naïve, but it didn’t occur to me that these videos would be so public, and so followed.” Coffin goes on to explain that the idea came to him last year Spring  as he watched a YouTube video someone had sent him. “I thought, ‘If this kid applied to Tufts, I’d admit him in a minute, without anything else,’ ” Whether this is a well conceived marketing gimmick by the University or simply an admissions officer recognizing the power of a new medium I believe it represents something larger, something that the phenomenal growth of YouTube is just an early indication of – that video is changing how we communicate.

And why not? We all have different learning styles – visual, auditory or tactile, why shouldn’t we encourage different communication styles. Not everyone is a great writer but you know that there are a lot of people with really great projects, hobbies, accomplishments, and passions that might be better showcased with a well conceived video.

Is this the end of the written word? Of course not. Communication isn’t a zero sum game. Our brains aren’t quite full yet. Coffin defends his heretical idea (I imagine in order to protect his good standing with the English Department) by stating, “we will never abandon writing.” “No matter what, it’s important to be able to express yourself elegantly in writing.” He is, of course right, but it is also becoming more important to be able to communicate visually and aurally as well.

He doesn’t have Pierre Trudeau’s charisma or even Ringo’s vocal range, but to give credit where credit is due – nicely played Mr. Prime Minister.

Even dyed in the wool conservatives will acknowledge that Canada’s Prime Minister Stephen Harper tends to appear a little wooden at times. So it was surprising, even shocking to many to see our country’s leader take center stage and sing and play piano in the middle of a gala performance at the National Arts Center in Ottawa. He was pretty good.

Was this a just another political contrivance dreamed up in a back room by the conservative puppet-masters? Perhaps, but even if it was you still have to give the PM full marks for taking the risk… and pulling it off. Very, very few people would have the courage to do this.

I imagine this video will make a difference. Aside from the broad media coverage it has already received this video will be shared and viewed by demographics that would never have otherwise watched a Stephen Harper video. It will cast him in a slightly different light – as something other than leaden and it will give some, maybe even a majority of people enough of a glimpse of humanity that they may change their feelings about him come election time.

Prime Minister Harper and all politicians would do well to engage the electorate not just through press conferences and shouting matches during question period but also through the use of social media where people are sharing stories, engaging their networks and slowly building new and important communities of influence.

Rock on Stephen!

So what do you got Iggy?