Module 5: This week’s Blog focuses on Increased on Return and Red Queen
This part of the Six Driving Forces that changes technology, Dr. Thornburg (2008c) addresses the phenomenon on what drives one technology above the others. He mentions two forces 1) Increase on Return and 2) Red Queen that appears to be working collaboratively in making one technology supersede another. For example, when deciding on how to watch a movie, I automatically turn to conventional DVD rentals from my local movie rental store. Although I am aware of the convenience of streaming videos, a much stronger force called “habit” controls my behavior and convinces me to continue purchasing videos from rental stores. With that said, I also prefer watching movies on 50 inch plasma screens versus 17 inch PC monitors.
Regardless of convenience, the driving force behind my decision to rent movies from a store is based on familiarity, habit, and personal preference. It is these personal views that “Increases Returns” on some technology products causing them to become “Red Queen” over other known quality technology goods. Red Queen and Increase on Return driving forces are parallel to each in impacting technological change in society. While Increase on Return pushes one technology above all others, Red Queen allows all other technologies to maintain some popularity within the market place (Laureate, 2009).
On the other hand, McLuhan’s Tetrad on technologies sees video-on-demand as emerging while DVDs are fading out. The emerging technology theory goes even further to explain that video-on-demand brings back the old dilemma about having enough data storage space on our PC. Furthermore, the emergent video-on-demand rekindles the market on low-cost videos versus box-office price movies.
References
Laureate Education, Inc. (2009). Emerging and future technology: Increasing Returns [Video]. Baltimore, MD: Author.
Laureate Education, Inc. (2009). Emerging and future technology: Red Queens [Video]. Baltimore, MD: Author
Thornburg, D. (2008c). Red Queens, butterflies, and strange attractors: Imperfect lenses into emergent technologies. Lake Barrington, IL: Thornburg Center for Space Exploration.
Lynda,
ReplyDeleteI left out person preference on my blog response. You are right though -- personal preference is important in terms of increasing returns and red queens. Honestly, without personal preference figured in VOD might have overtaken DVDs.
If it were easier to stream VOD on your 50 inch plasma, would your personal preference switch?
Erica
Lynda,
ReplyDeleteHabit can be tough to break. I live in a rural area. When you figure in drive time and browsing, it takes well over an hour to pick out a video. Living in Connecticut, land of the highest U.S. gas prices (right around $4 a gallon today), can make breaking habits a little easier!
You can easily hook up your TV to the internet. Most large screen TVs are made for simple hook-up. If you have a Wii, or TIVO you can do it quite easily. You can also do it by hooking up you computer to the TV.
Here is a link that provides guidance for a number of ways to connect.
http://www.labnol.org/internet/watch-internet-videos-on-tv/12177/
It does seem like DVDs are dying. It is interesting from a rural perspective though. Our post office has two slots for out-going mail. One used to be for town mail, the the other was for out of town mail. That changed last year. We now have one slot for all out-going mail. The other is for NETFLIX ONLY! Perhaps us living the bucolic life will keep DVDs alive a little longer.
Scott