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Transcript of Mediamorphosis
Theory of Mediamorphosis
Humans seem to rapidly assimilate new ideas, products and services once they are perceived to fit into their personal and cultural definitions of reality.
Principles of Mediamorphosis
“More technologies are coming up at the same time. It is the unexpected cross-impact of manufacturing technologies that creates this powerful acceleration that we feel.”
Once consumers perceive a new technology to be useful and affordable, widespread adoption can take place rather quickly
But when the first rush of excitement is dampened by disappointments and setbacks, we usually treat future growth paths
The process needs an integrated knowledge of human communications and the historic patterns of change within the overall system
Unified way of thinking about technological evolution of communication media instead of studying each form separately
New media do not arise spontaneously and independently- they emerge gradually from the metamorphosis of old media
Older forms do not die, they continue to evolve and adapt
Established forms must change in response to the emergence of a new medium- their only option is to die
What is NEW?
How FAST can new things become known as “common"?
The same forces that shaped our past are the same forces shaping our future.
Decade ONE lots of excitement, puzzlement, not enough penetration
Decade TWO lots of flux, penetration of the product into society is beginning
Decade THREE “Oh, so what?” technology is deemed as standard
Six fundamental principles of Mediamorphosis:
1. Co-evolution & co-existence – change or DIE!
3. Propagation – communicatory codes called languages (oral, written, digital language)
5. Opportunity & need
6. Delayed adoption