The Secret of the Gold Apple

The 21st century may well prove to be the golden age of personal media.

Communication technology that was once the domain of media moguls is now available and affordable to the proverbial commoner. The internet especially has released the pent up creativity of the masses. For example, 'YouTube' and 'MySpace' herald a new era where personal communication is broadcast to the world, all for free. Mass media is fast becoming the masses' media!

In this media revolution our lives are bombarded with the flash of images and the din of words more than ever before. Not just daily, it is now every hour. Not just on a local scale, it is truly global. And not just as spectators, but as interactively involved. Entertainment, advertising, news, information, education, indoctrination – there is really nothing new, but it fills our senses and engages our minds like no former generation has ever known. And the simple fact is, we love it!

Yet there are perils inherent in this media explosion:

Time can easily be wasted – as in excessive game playing or news watching; or in obsessively creating some personal webspace; or even in trying to find the right piece of information, for how often do we 'google' the perfect result the first time?
Meaning can tragically be lost – in the frivolity and fads of wordly vanity; in the lack of skilled expression and the abundance of profanity; indeed, the sheer volume of sights and sounds can challenge our very sanity.
Excellence can frequently be hidden – passing unnoticed in the swarm of similarity; often engulfed by the mass of do it yourself mediocrity; and mostly undervalued by the keep it cheap mentality.

How can these perils be overcome? We need to learn the secret of the gold apple, a secret that is priceless, and yet free. The secret was unveiled by a famous king when he taught that “a word fitly spoken is like apples of gold in pictures of silver”. That is, the right word spoken at the right time in just the right way, is like a gold apple.

A gold apple is a precious metal sculpted into the form of the universal fruit that speaks of both wisdom and love, the loftiest values of our world. It is beautiful to behold, a symbol of excellence, full of almost poetic meaning. Words fitly spoken are timely, precious, well crafted, standing out from the crowd, yet not in a vain way, but rather as a reflection of the value placed upon the communication. 'Words' means more than just dictionary words – it means the whole of our communication, it means what we now call' media'!

At Gold Apple Media we believe in the craftsmanship of media. Visiting our website you will hopefully see that we work to this standard, to create media with distinction. We recognise that personal media is exciting. So we specialise in helping people to create their own personal media, while avoiding the pitfalls. We also specialise in helping businesses create media that is not lost in the torrent of this media revolution.

King Solomon also said that “a wise man will hear, and will increase learning, to understand a proverb”. With our understanding of the secret of the gold apple, maybe we can help you!