The future of media: Google buys Microsoft in 2015
A chilling summary of the future of media from Italian strategic agency Casaleggio:
http://www.youtube.com/watch?v=xj8ZadKgdC0
Man is God.
He is everywhere, he is anybody, he knows everything.
This is the Prometeus new world.
All started with the Media Revolution, with Internet, at the end of the last century.
Everything related to the old media vanished: Gutenberg, the copyright, the radio, the television, the publicity.
The old world reacts: more restrictions for the copyright, new laws against non authorized copies. Napster, the music peer to peer company is sued. At the same time, free internet radio appears; TIVO, the internet television, allows to avoid publicity; the Wall Street Journal goes on line; Google launches Google news. Millions of people read daily the biggest on line newspaper. Ohmynews written by thousands of journalists; Flickr becomes the biggest repository in the history of photos, YouTube for movies.
The power of the masses.
A new figure emerges: the prosumer, a producer and a consumer of information. Anyone can be a prosumer.
The news channels become available on Internet. The blogs become more influential than the old media. The newspapers are released for free.
Wikipedia is the most complete encyclopedia ever. In 2007 Life magazine closes. The NYT sells its television and declares that the future is digital. BBC follows.In the main cities of the world people are connected for free.
At the corners of the streets totems print pages from blogs and digital magazines. The virtual worlds are common places on the Internet for millions of people. A person can have multiple online identities. Second Life launches the vocal avatar.
The old media fight back. A tax is added on any screen; newspapers, radios and televisions are financed by the State; illegal downloadfrom the web is punished with years of jail.
Around 2011 the tipping point is reached: the publicity investments are done on the Net. The electronic paper is a mass product: anyone can read anything on plastic paper.
In 2015 newspapers and broadcasting television disappear, digital terrestrial is abandoned, the radio goes on the Internet.
The media arena is less and less populated. Only the Tyrannosaurus Rex survives. The Net includes and unifies all the content. Google buys Microsoft. Amazon buys Yahoo! and become the world universal content leaders with BBC, CNN and CCTV.
The concept of static information – books, articles, images – changes and is transformed into knowledge flow. The publicity is chosen by the content creators, by the authors and becomes information, comparison, experience.
In 2020 Lawrence Lessig, the author of ‘Free Culture’, is the new US Secretary of Justice and declares the copyright illegal. Devices that replicate the five senses are available in the virtual worlds. The reality could be replicated in Second Life. Anyone has an Agav (agent-avatar) that finds information, people, places in the virtual worlds.
In 2022 Google launches Prometeus, the Agav standard interface. Amazon creates Place, a company that replicates reality. You can be on Mars, at the battle of Waterloo, at the Super Bowl as a person. It’s real.
In 2027 Second Life evolves into Spirit. People become who they want. And share the memory. The experiences. The feelings. Memory selling becomes a normal trading.
In 2050 Prometeus buys Place and Spirit. Virtual life is the biggest market on the planet. Prometeus finances all the space missions to find new worlds for its customers: the terrestrial avatar.
Experience is the new reality.
Or… in a Wordle cloud:
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Nice little story, very very inspiring!
Inspiring, because it has prompted me to write my own response. I promise it will come. In video form.
However, the flaw I see in your story is that the visceral experience can simply never be replaced. For every reaction there is an equal and opposite reaction. For every mainstream adoption, a new counter movement evolves. So how can a linear future such as you describe exist?
Sure, the economics changes. Therefore I can easily see traditional media respond in the way you describe.
But, people? A prosumer? A fully democratised pattern of consumption and production?
Hm.
The smell and feel of a book, and its ability to create a home from a house (wow! look at those bookshelves! This is who you are!), will never replace a digital interface. They have different functions. People consume them differently. Media production and socio-cultural consumption are entirely different bea(s)ts.
If everyone is a prosumer, then who do they look to for inspiration? Each other? How do they progress? Experience is not linear. How do we filter? Is the semantic web so smart? And if it is, are people that smart? Do they want that? Or will they retreat, react and seek out more visceral (counter revolutionary) experiences?
For every Levi Strauss there is a Derrida, for every Beatles a Rolling Stones, for every Lady Gaga a Fleet Foxes that spin the past and the future in opposite directions. The present, at any moment in time, spins off new ideas diametrically opposed. Dialectics is the way we progress. The way we learn.
Your video is a nice thought. But far too linear for a true insight into the future even a decade away in my (2AM after a nice bottle of syrah) humble opinion.
I have much more faith in people, culture and art for such an ultimately depressing perspective
Still, a most splendid video. Thank you.
Best
Steve Seager
Strategy & PR director
we do communications
[...] = ‘raxlakhani’; From the folks that brought you Prometeus: The media revolution… Gaia, the future of [...]
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