Module 5

“We shape our tools and thereafter our tools shape us”~ Marshall Mcluhan

In Module 5, I learned how forces in technology can cause a major chaos.  These forces are Increasing returns and Red Queens.  These forces are more like the “The Avengers”.  The Avengers was #1 box office winner last weekend that reach to $1 billion dollars which marked nationwide.  Marvel Comics did not allow DC Comics to enter the race.  In fact, Marvel Comics and DC developers’ settled their differences and completed 196 pages comic book to the mighty heroes against the forces of darkness (Wikipedia, 2012).  In emerging technology, the battles are stiff and sometimes suboptimal technologies win the war but battles are won by mighty forces because we purchases the tools that please our human natural. 

  Increasing returns are defined as two emerging technologies arrive on the market at same time.  However, the force of one of technology is lockout to the point of non-distinction (Thornburg, 2008).  Allowing Increasing returns forces to identify the “S” curve which moves more rapidly by leaving the other product in the dust.  Dr. Thornburg creates several examples such as the Betamax/VHS.  He states that “Betamax was better but VHS became dominant through the powers of Panasonic the movie making giant”.  These types force are cleverer than the Black Widow herself.

Red Queens is like in your face.  Dr. Thornburg tells the story about a race about two competitors who are start off at the same time but the stronger one survive (Thornburg, 2008).    Red Queens are defined as competition between two technologies but all other competitors will get left behind (Thornburg, 2008).

•When you decided to obtain a DVD for your science fiction assignment in Module 4, I sign up for a Netflix account. Video On Demand was more confident for me and economical.   

•Is the current competition between DVDs and video-on-demand an example of increasing returns or Red Queens? Justify your response with sound reasoning and specific examples.   Red Queens are more favorable because it is a huge competition between two technologies.   The DVDs will some be obsolete because of VOD is a stronger force. It is meeting the demands of our busy society by selecting movies in comfort of our home.  Netflix and Blockbuster have joined this stiff competition of VOD but I believe DVDs will be around for some time because of the Redbox at your corner store and its competitor Blockbuster local box.    

•Where do you think DVDs and video-on-demand are on the four criteria of McLuhan’s tetrad?

Enhances: Flexible	Obsoletes: VHS
Retrieval: Motion Pictures	Reverse: Lease

References

Thornburg, D. (2008). Red Queens, butterflies, strange attractions: Imperfect lenses in emergent technologies. Creative Commons: Lake Barrington, IL: Thornburg Center for Space Exploration. , 3-7.

Wikipedia. (2012, May 11). DC VS Marvel. Retrieved May 11, 2012, from Wikipedia: http://en.wikipedia.org/wiki/DC_vs._Marvel