Consumer desire, it’s something that can be seen many times when you watch television or open a magazine. The glossy ads calling to many, trying to draw them in and hook them on the next great invention. Many times when a new innovation comes into play, it transforms not only our daily routine, but essentially it alters what we except out of a device. Tim Wu’s book The Master Switch is all about communication and how these inventions are incorporated into society. In many cases these new inventions change not only our outlook, but in the end this can eventually change most peoples perception of what they desire out of a technology. One of the most interesting claims, which Wu brings to the table, is how new inventions involving communication can many times bring a new hope and a new way of thinking to the world. For Wu It’s the ever present idea that the newest invention is finally the one to cure all of society’s problems and make a whole new society. This is also the start of the Cycle, which reappears again and again. Its interesting to see that in some cases the cycle brings about not only the hope of the new technology but it also, for some people, alters their overall material desires in life, letting many dream of devices that weren’t even a spot on their screen in past years.
” Better communication it is believed, lead to better mutual understanding, perhaps a recognition of a shared humanity, and the avoidance of needless disaster. Perhaps it is for this reason that the advent of every new technology of communication always brings with it a hope for ameliorating all the ills of society.” (Pg 36 The Master Switch)
In the passage above, Wu begins his claim with the idea that every new innovation in the communication field comes with it hope and developments, which will, many people believe in most cases change society for the better. Through out the Master Switch, we see this with the radio and television. These two mediums in many ways changed the way we interact with each other and how we find out world news today. For some people they allow for better communication and better forms of entertainment. It is also interesting to note that they are all essentially catalysts for one another. If you look closer at the Cycle you can see how each new invention, which was said to be the savior to communication, is in the end tossed aside as old media and then built upon. Just like with Cable it built upon the already withstanding structure of television.
“For the first time since its invention in 1926, television was suddenly a wide-open medium, with all sorts of notions of what it was meant to be and do.” (The Master Switch, pg 211)
For the most part each new invention is better than the last, or that should be their goal, and then all we have to do is wait around for the next great invention to come along. For many seeing these new “great” inventions allow us to dream a little more and see that many thing are possible beyond are wildest imaginations.
Personally I have seen this occur many times within my life, with myself and with the people surrounding me. Many people purchase the best new thing only to be entertained for a few weeks and then look to the what else they could possible buy to make their lives better. Most major corporations applaud this way of thinking. With out this constant need to update and improve our lives based on technology many of these companies would be out of business. There has to be some reason for invention.
“They have to be inclined to invest time and money” (The Master Switch, pg 221)
Just look to Apple, with out people wanting to update and replace their old Ipods and computers than a huge chunk of their revenue would be removed. In my experience the people purchasing the ipod and Mac book already own an earlier version and they just want the next best thing, or to say they how it. This ties in with Tim Wu’s idea perfectly. He said that with the advent of new technology brings with it the hope of a better society and in essence getting rid of the communication barriers and inconveniences out of life. For many the new ipod or new, better cell phone does just that. I know when I purchase a new ipod or a new technology, the reason I’m doing so is because in some way or another I have it in my mind that the features will be better and it in some way I will get rid of some of the kinks noticeable in the last one. Other wise why purchase or update something? Why spend your hard earn money on something unless you are getting something more out of it? With cable and several of the new inventions prevalent in The Master Switch, many chose to purchase it because of the promise of a better quality of entertainment, or else why change from standard antenna television.
“Cable, they believed might well prove more revolutionary than the printing press. with the capacity in theory to bring an unlimited number of channels of information into the home, it had the potential to heal American politics, revive local communities, and offer American direct access to the world’s knowledge and wisdom: a communication center of a breadth and flexibility to influence every aspect of private and community life.” (pg 176 The Master Switch)
New Technology usually promises something more and with it there's the hope of a better device and then in return, a better easier way of life. Wu’s concept of a better society through the improvement of communication shows us the start to the cycle. It show us how one of the only reasons to try to improve and try to become more innovative is to make your life better.
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