Future media trends 2015
Different scenarios for the future of media and media usage

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Author(s): Bernhard Engel, Natalie Beisch
Collection: WM3 - Worldwide Multi Media Measurement 2009
Keywords: Trend Spotting /Watching, Society

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The exciting question for the future is how revolution in technology meets evolution in human behaviour. With the study Future Media Trends we focus on the evolution of human behaviour: A theoretical framework for understanding this change is the concept of "liquid modernity". This approach points out that lives becomes more liquid: time use and time structure is no longer fixed, human togetherness is changing, real worlds become virtual worlds. "Liquid life” influences also media usage/habits and the relevance of brands. That implies more freedom of choice in all areas of human life. On the other hand, there is a risk of senselessness, missing structures, unattainability, and under-defined state of life.

Date of publication: 07.05.09
ISBN: 92-831-0233-9
Order Code: s337
Number of pages: 11

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