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All that noise, all that sound November 17, 2009

Posted by David Gillespie in philosophy, technology.
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So my agency is on a decent size pitch at the moment, and we were talking about the acceleration of technology over the last three years as it pertains to this particular company. And we were video taping various people saying different things and so I of course being the narcissist I am went off back to my desk and sat running a monologue over and over in my head, trying to think of something clever to say while being able to toss it off as if it was largely off the cuff.

And then when they came to film me I was on a conference call. And then the opportunity was gone because they’re in a bit of a rush.

The thing I thought of though, I thought was quite interesting, and it was this: the technological revolution we’re going through right now is currently being framed as a change in lifestyle, when what we’re really dealing with, on a really fundamental level, is a change in life itself. 20 years ago, many-to-many communication was basically impossible, and even one-to-many was limited to those who could afford to do it, usually requiring a publisher.

Now anyone can, and because there are still more people in the world who knew life without the Internet than there are who only know the Internet, being always connected is deemed a lifestyle and a choice. As that ratio changes however, being disconnected is going to be seen as a lifestyle and what is currently (at least in some circles, not mine) considered an “other” state, will be the norm.

The norm on the rise now is being able to get a message to anyone you want or as many people you want at any time you want. After thousands of years of relative status quo, it’s changed over night. Which is why I say the web is young, and why I say we haven’t fully grasped all this yet. I could just have a smaller mind than most (it has often been suggested), but sitting and pondering it for a moment kinda blows it to a thousand tiny pieces.

And having said all that, the only thing I can be sure of is I would have wound up on the cutting room floor, with the Creative Director going “Do you really have to do that every time?”.

…I suppose I do…

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Image courtesy of bass nroll, with thanks to compfight.
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