Media: The Sum of Its Parts or Something Else?

Reductionism says that a complex system is nothing but the sum of all of its parts and understanding those parts can tell us everything about the complex system that they belong to. This idea was supported Thales of Miletus, the first known philosopher of the western civilization circa 580 BC.

Shortly thereafter, in 2010, the ‘Galaxy of Media Choices’ (a term coined by The Boston Consulting Group) presents us with a complex system of communication with a series of moving parts.  There are some 70+ media choices, or parts if you will, including traditional (television, radio, outdoor, POS and print) and the Internet (digital,  mobile, geo-location, video, QR codes, SMS, social networking platforms etc.) – no need to list everything here.

The advent of Internet and digital technology in combination with the amount of time we spend on media is what makes the media system so fascinating and correspondingly difficult to grasp. Why? Because, like space, it is seemingly infinite.

How do the parts help us understand our complex media system?

– Ted Morris, 4ScreensMedia

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