We are living in times of great change, this much is blatantly clear. In fact this whole idea of change has become such a dynamic matter that many of us feel ‘punch drunk’; we are being assaulted from so many different directions that nobody is immune from this ubiquitous force of change.
What do we mean by ‘Change’, surely the world has always been changing through history, this is what human society is all about?
Well, yes, that is certainly true, but it is a matter of degrees, and intensity of change.
People living precisely 100 years ago were just getting over the the huge disruption of WWI; it is difficult to visualise the true impact of World War One, we can see that western society changed in very significant ways from 1918, it was the commencement of the truly ‘modern era’. But this time of great change when society was confronting very new technologies, and developments was nothing in comparison with the enormous change that WWII produced.
Just 21 years after the Armistice, when the guns ceased firing at 11am on the 11/11/1918, when the single minded fury of major powers ceased their mongering of war, Western civilisation was once again driven to competing for power and control; with the ancient tribal conflicts of Europe providing the toxic medium, the dynamism for it all to kick off.
It is said that those who do not study history are inevitably destined to repeat the big mistakes of history.
Even the casual researcher of history can easily determine that the game changed in a significant way following the end of WWII. We can, for an obvious example see the results of ‘Mass Media’, how our society was totally influenced by the development of Television and Radio. The ‘electronic media’ which was piped into almost every home, how this worked to shape the nature of our social world.
It was the enormous presence of T.V commencing in the 1950’s that characterised our modern world. The recent and very excellent television drama ‘Mad Men’ depicts this time, it conveys to us the very powerful and clever employment of language, but not just clever copywriting, this was not simply a matter of linguistic game play, it was addressing the main ‘club’ memberships that made up our modern world.
Through representation, and reproduction of different social groups, advertisers were able to link different products to each of these groups and thereby promote them as being a natural choice for their members. You saw your social world being displayed in front of you, and the very clever media producers of this time seized the opportunity of mass-attention. For this is what T.V became, it filled in the time, offering a focus which could populate the mental world of the viewers with all kinds of reinforcement and suggestion; how many families whiled away the evening hours each night in front of ‘The Tube’ throughout the 50’s/60’s/70’s/80’s/90’s?
All of this attention, this mental focus represents a very powerful opportunity, and the media empire owners understood very clearly the true scale and significance of that opportunity.
And then the World Wide Web emerged.
I recall in 1995, I purchased my first personal computer. I also purchased a dial-up modem and an internet account. I remember thinking at this time that information technology and computers would become very significant and I took steps to educate myself.
I was so successful in educating myself that I became a professional IT person, making my living from supporting some significant corporate and government agencies with administration, troubleshooting, and a whole swathe of technical skills.
Along with these purely technical skills I gained a good overview of how IT and the WWW were affecting our society as a whole, there is nothing like being involved with an industry directly to give you a genuine perspective.
One of the truly significant opportunities the World Wide Web has given to us is the ability to publish directly, and reach specific audiences; all without the need for a middleman layer.
Now, this is the actual revolutionary part of the whole deal.
I am counting on this aspect of web publication in my own case, with this project, because I want to reach a very specific type of audience.
Who are you, my audience?
1. People who are literate, or at least developing literacy
2. People who are genuinely interested with communication
3. Subject specialists, people who have developed an expertise, or special level of skill in their subject
4. People who seek to connect, rather than simply proclaim themselves
5. People who are not presently skilled with web media but would like to be
6. People who are searching for the opportunity to learn effectively, and be supported in that journey
7. People who would like to gain access to resources and tools that can help them
If any of these numbered qualities or descriptions match yourself, then I would like to talk with you and discuss your objectives.
If any part of this article resonates with you, then please feel welcome to contact me.
There is a contact form on this site, or you can email me at: email@example.com