{"id":4264,"date":"2010-07-13T12:33:54","date_gmt":"2010-07-13T11:33:54","guid":{"rendered":"http:\/\/blog.uk.cision.com\/?p=1058"},"modified":"2010-07-13T12:33:54","modified_gmt":"2010-07-13T12:33:54","slug":"resilient-television-digital-expectations","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/resilient-television-digital-expectations\/","title":{"rendered":"Resilient television, digital expectations"},"content":{"rendered":"

A new medium is never an addition to an old one, nor does it leave the old one in peace<\/em><\/p>\n

Marshall McLuhan, Understanding Media<\/em><\/p>\n

Last month, Knowledge Networks published research<\/a> that suggested that heavy users of social media spend significantly more time with media in general, and television in particular. The most recent<\/a> of Nielsen’s quarterly “Three Screen” reports was further testament to TV’s undiminished powers. Admittedly, the report showed time spent with TV increasing by just 1.3% compared to the same quarter last year – but time on the internet\u00a0fell<\/em> by 10 times that amount.<\/p>\n

Does the apparent resilience of TV imply a breakdown in McLuhan’s law?<\/p>\n

In providing access to digitized information, the web dissolves boundaries between all forms of media, replacing dedicated channels \u2013 newspapers, DVDs, et al. \u2013 with a multi-purpose screen. \u00a0TV, of course, has always been on-screen, and as shown with successes such as the iPlayer and Hulu, is more than capable of adapting to the digital environment.<\/p>\n

But there is little doubt the cultural expectations the web engenders are being played out on TV, most obviously through red-button interactivity but also, I would argue, in subtler tonal shifts. As Nick Carr says in his book The Shallows:<\/a><\/p>\n

[Old technologies lose their economic and cultural force\u2026 It\u2019s the new technologies that govern production and consumption, that guide people\u2019s behavior and shape their perceptions.<\/p><\/blockquote>\n

Perceptions, in turn, shape expectations. Carr also describes digital as inherently a technology of disruption<\/em>, of incoming emails and status updates, of real-time messaging and information. Television content is, inevitably, evolving in this landscape.<\/p>\n

Despite the box’s continued popularity, it won\u2019t be left in peace \u2013 quite the opposite.<\/p>\n","protected":false},"excerpt":{"rendered":"

Does the apparent resilience of TV imply a breakdown in McLuhan’s law?<\/p>\n","protected":false},"author":289,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[184],"tags":[164,2988,155],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/4264"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/289"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=4264"}],"version-history":[{"count":0,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/4264\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=4264"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=4264"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=4264"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}