“The theory of Technological Determinism relates to the studies conducted by Marshall McLuhan who states that we are living in a new age of technology that has never been experienced before. Studying media and culture in England, McLuhan found himself trying to decipher the media environment that surrounded him. The people that lived through the inventions of the phonetic alphabet, the printing press, and the telegraph saw drastic improvements in the way people were able to communicate. Sometimes known as the “Oracle of the Electronic Age,” McLuhan is telling people that the new electronic media is changing the way people think, act, and feel. McLuhan suspects that the current technological environment, when looked back upon, will be seen as a major turning point in the history of communication.”
True to his prediction, today people have a wide choice available to them through the digital media world for any information they are searching for. Internet medium, when began was aimed to serve the purpose of education, humanity and thus bring the world closer. But today, we see a culture that internet is reflecting on it users and thereby to the society. Its so true that the new media is evolving as a culture now. Its no more a FAD, no more considered just a tool of medium available to an individual, rather, it is part and parcel of everybody’s life.
But how did this revolution happen?? Google.
Google is undoubtedly one of, if not the single greatest enabler of this revolution to happen. It has almost single-handedly facilitated that initial vision of the internet and completely removed problems with finding relevant information on a global platform with billions of pages. Indeed, so good is Google at what it does that it has brought about a shift in how people use the web. No longer do we want help finding information on the internet; we now want help choosing between the mass of information that is delivered to us in less than or around 0.4 seconds.
As observed in a post, the social web is all about sharing, social media is the biggest form of word of mouth the world has ever seen, connecting friends, colleagues and strangers and building trusted relationships across thousands of miles. And marketing communications has strived for word of mouth marketing (now known more commonly as viral marketing) since day one. Social media provides a solution to the paradox of the web now giving us too much choice, from a friend’s recommendation on Facebook to a stranger’s opinions on a forum to a review on a directory site.
So what next? Social Media 4.0 or direct jump to version 12.0? How effectively can we use this social media for? For what purpose? Share your views.
Be creative, Be innovative. Its in you !