Change has a direction because structure and behavior are inertwined.
#3348 Created 04/26/2013 Updated 04/26/2013
Change has a slope. The forward direction of time (a perceptual myth, say the physicists) allows us to chart the direction of change from one moment to the next. In modern terms, the way that media works is changing in certain directions, and those directions can be measured along with their rate of change.
The key is knowing what to measure, knowing how to frame the question. We have been asking the wrong questions, setting our expectations about the way media is changing by the light of the way that media used to work. We must change the way we think about media audiences, and the changing relationship between consumers and media, before we find the question.
We see the nature of content change, as the process of production drifts away from pedigree.
We see the nature of consumer behavior changing, as the masses conform to the new structures of media. We see the value equation changing, as the value moment slips away from the product and reappear in the production.
We see multitudes of other issues revolving around these big three trends.