The Digital Age

This blog has discussed modernism, post modernism, the document, media, art and advertising among other things; however they have all been studied in relation to ‘traditional’ mediums. Traditional here is used in the sense that it is not a design of the digital era.

We are at the dawn of perhaps the biggest revolution in history that is already changing not just the way we communicate, but the way we live, work and think. It is critical to recognise this change in relation to design otherwise we risk losing out to the fast changing world.

The BBC is currently running a season called ‘Superpower’, asking the question ‘is the internet the most powerful thing the world has ever seen?’ A simple answer would be no. At a first glance, one would analyse the internet alongside other forms of media and simply as another new thing in society. On closer inspection however, it is hard to think of something that comes even close to the power of the internet.

For the very first time in history, anybody can publish anything, to anyone, anywhere. And most incredibly, it can be done within seconds. There are some who have yet to acknowledge this, but the sooner they do, the better. Humans can embrace the internet to pursue whatever goal they want in life, but equally it can be used for bad.

It is changing the way we live. We are connected twenty four hours a day. When we are not at home on the computer, we are carrying mobile internet around with us on our phones. When this is related to design, this gives designers incredible power to try new concepts. Designers are already working on many new ideas in this area. One example is Google’s Street View, where companies are able to pay for virtual advertising space on billboards on street view. In real terms, this literally doubles the amount of physical advertising space in the world. Another concept being tested is demand-driven adverts; billboards that via a camera using technology similar to face recognition can see the brand on the bag one is carrying, and display an advert for that retailer.

It is changing the way we work. Many teachers and lecturers still advocate libraries as the best place to research, whereas those of the younger generations turn to the internet before any other method. How does one reach a balance; if there is one at all? We are also not commuting to workplaces as much as we once were. The internet has opened up ebusiness, where one can host online meetings and conferences while each person works from home. It is increasingly the case that an employee will only have to visit the office once a week, if ever.

It is also changing the way we think. Younger generations no longer associate themselves with their county, but with the network they are part of on Facebook. They no longer associate themselves with their country, but the online community they are part of, such as YouTube. Friends have been redefined; ‘friends’ means the number of connections you have- even if it is to total strangers because no-one truly has thousands of friends. Our concentration spans have shortened too. We do not think linearly anymore, but associatively. Surfing the web using hyperlinks hopping around information is a completely different way of learning to reading a book from cover to cover, working through chapters.

Upcoming designers cannot afford to miss out on this revolution. They must embrace these changes in society in order to allow their designs to be understood by society. The critical thing about the internet is that it is not just another form of communication; it is something that is changing our very humanity.