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Let’s be frank about the media industries. Most of its executives don’t care a hoot about exactly what is causing the tumultuous changes in their business environment. What they want, almost regardless of the problems, are solutions that can propel their careers and businesses into profits. They’re like recreational surfers: they just want someone to tell them where the good waves are rather than them spending time learning ocean hydrodynamics. Indeed, if the majority of media executives care at all about what’s causing the gargantuan changes in their business environment, they’ll look at the proximate, not the ultimate, causes of those changes.
Yet champion surfers know to look beyond the proximate and understand the ultimate causes of waves. Although they know that finding great waves is the most practical and proximate of their needs, they can reliably find those waves only if they understand the ultimate causation. I’ll thus detail some webpages from here the proximate and practical causes of the gargantuan change underway in the media environment, but first let’s examine what ultimately are causing all of it to happen.
When differentiating between the proximate and ultimate, I ask my graduate students what caused the destruction during the 2004 Indian Ocean tsunami or the 2010 Japanese tsunami. Most answer a great wave of water. That indeed is the proximate causation of the destruction. However, the ultimate causation was the undersea earthquake that causes the great wave.
At various times in human history, scientific or technological breakthroughs have caused seismic changes in civilizations and humans’ lives. Discovery of how to make fire was the first. Discovery of agriculture was the second. A third discovery, metallurgy, immeasurably increased the power of humanity’s tools and weapons. The invention of writing allowed knowledge to be recorded beyond what could be passed down through oral history. The invention of the telescope 400 years ago led to knowledge that humanity isn’t the center of the universe, a discovery which had huge repercussions on religion, philosophy, and polity. In 1776, mechanical engineer James Watt’s invention of the motor fomented the Industrial Revolution, transforming civilization in ways still occurring. Most people today know that an invention several decades ago is now reshaping people’s lives, livelihoods, societies, politics, knowledge, and all else that preceded it. During the late 1950s, electrical engineers Jack Kilby and Philip Noyce invented the integrated circuit (commonly known now as the ‘semiconductor’ or ‘microchip’) upon which technology all of today’s computers and microelectronics is based.
Hardly anyone who works in media today doesn’t know that offices, homes, vehicles, phones, and myriad other devices and even appliances are being revolutionized or ‘disrupted’ by computerization. Many have notice or heard that these changes are accelerating. Some hope it will stop. Yet few truly understand that whatever they might have so far seen will pale by comparison to what are going to occur or just how quickly.
This chapter is a primer about that, aimed at people who work in the media industries. The chapter outlines the three dynamics whose combined effects are ‘disrupting’, revolutionizing, and transforming the media environment in ways that are only starting to show. It looks at each of those three ultimate causes of the changes underway and briefly examines the three causes’ combined effects.
The ultimate formulation is simple: the ever-accelerating interactions of Moore’s Law, Cooper’s Law, and Butters’ Law ultimately cause the gargantuan changes underway in the media environment. Moreover, changes in the media environment are merely side effects of those principles’ more comprehensive effects on the world.
Despite their nomenclature, Moore’s, Cooper’s, and Butters’ laws aren’t legislations but principles based upon empirical observations about advanced technologies. Moore’s Law concerns the advancements and expense of computer processing power; Cooper’s Law describes the advancements and capabilities of wireless communications; and Butter’s Law focuses on photonics, the communication of information through optical fiber cables. These three principles are similar (indeed, the latter two were prompted by the first). The laws’ rippling interactions are transfiguring most of the world’s other industries, and even governments, societies, and civilization itself.
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