Our Expertise
McLuhan defined “media” as the extension of our five senses beyond the space-time continuum. That definition continues to hold today. However technology has expanded the consumer’s access to media in absolute and relative terms as measured by percent of waking hours, because of the following fundamental changes:
- Access to media has atomized into ever tinier lengths of time, allowing consumption to fill ever tinier gaps throughout the day
- Media consumed has broadened beyond content, e.g. live interaction with other humans.
With that in mind we realize that “social media” is much more than what we used to define as media. It no longer is about delivering mostly creative content to humans, but allowing humans to extend their senses for other activities including social interaction and shopping.
Alphabet, Meta, Amazon, Weibo, Tencent are no longer just in the business of delivering content, they are the digital infrastructures of life.