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Digital disruption and its effect on media

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First, videogames. Then, computers. Hm, mobile? And finally, the internet. Maybe in another order for some, but that’s how the digital world was unraveled for most.

The evolution of interaction

It started when you as a kid, or maybe your child if you’re in your late 40s (busted!), couldn’t get out of the room and stop playing your videogame. It was similar to the television, but now instead of just sitting on your coach, you could have some real interaction. How cool is that? Even more addictive. Then we moved on for computers. Now instead of only having one control remote, you’ve got two. The mouse and the keyboard! Uh, you actually need to control two objects at the same time now. But why is that? Because we need more and faster interaction with the machine.

The telephone is very old, first invented by 1850!,  but it’s all about interaction. What about the mobile? We couldn’t live with the thought of not being able to communicate with other people at anytime, anywhere. So we decided to create portable phone, which you could carry with you to your job, dinners, parties. We can say the mobile was created by the need of (more) interaction.


The internet. How fun is the computer if you’re the only one there? The internet enabled us to connect with anyone at anytime, in different ways. We started slow, with telephone and letter concepts (chat, email, etc). But we evolved big, quickly.

Monologue VS Dialogue

Before, we were all living in a world where media could be considered a monologue. A one street conversation. We would sit in front of the TV, read the newspaper, research on books, and that’s it. Everything stopped there. Now, the concept changed. We ask questions, we confront the media, we have our own means, we interact. And we don’t only interact with one media, but with many, and at the same time.

The future

Does that mean the old media died? Everything that came before the internet won’t exist anymore? No, we all know that is not true. They have to evolve. And that doesn’t mean that a newspaper has to become an iPad, or books have to be on a Kindle, or movies need to be watched on Facebook (definitely not Warner, you definitely got that wrong).

The evolution means simply being more interactive, allowing your customers to not only have an space to talk to the brand, but also talk to each other. Obviously, things are harder now. More types of media mean more competition. Some people prefer Kindles, others prefer books. You need to live with it. This means traditional media businesses will need to work harder than they were 20 years ago, but guess what? Everyone does! There’s more competition out there in all sectors, everyone is struggling.

Find your niche

If you look closely at the market, you’ll notice different niches. Some people love Apple, some don’t, and some hate it. Some people embrace all things digital, the early adopters. But you also get the totally opposite, those who will refuse to buy a cellphone in 2011!  That’s a big behaviour in our new society, brands just need to take advantage of it. Read The Long Tail and you’ll see what I’m talking about.


Written by Cristina Dresch

May 10, 2011 at 1:27 PM

Posted in Digital, Media

One Response

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  1. I like this take on the ‘evolution of interaction’. Especially for legacy media, as you say, which needs to reconsider its role in the new media landscape.

    Tim Tucker

    May 10, 2011 at 10:48 PM

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