Groundswell: (Reading Reflection #1)

 In little more than a decade the Internet has transformed how people consume, share and distribute information. Inevitably, this expansive and relatively open medium is transforming how people interact on almost every conceivable level. But sometimes it can be difficult to see the forest for the trees. As we submerge ourselves in the vast ocean of Web 2.0, it is easy to forget that our culture is in the midst of a revolution of sorts. The "groundswell" is powerful, and it will only continue to grow and evolve as the Internet and social media further infiltrate every aspect of our lives.

Through the first several chapters, for me the most pressing question that arises deals with the sociological impacts of these rapid technological transformations. In the 1950s, American culture witnessed the sudden proliferation of television. This new technology had enormous impacts throughout society, changing the very way people conceptualized the world. Today, the Internet is having a similar, if not even more profound, impact on peoples' perceptions and ideologies. In this context, the relationship between the human mind and the Internet will become an increasingly pressing issue for our culture.

In his book Born Digital, author John Palfrey  classifies todays younger generation (roughly those 18 and under) as "digital natives" who perceive the online world and the real world as converging spaces. Older generations are more inclined to separate the two spheres, and he calls this group "digital immigrants." Palfrey believes that digital natives fundamentally process information differently than do their predecessors. These psychological changes carry significant implications for how people relate to each other, to information, and to society's institutions.

In a classic skit, Dave Chappell considers what the Internet, if it were an actual place, might be like to visit. His depiction is eerily accurate at points.

On the business side of things, marketers must now appeal to consumers who are increasingly media savvy and cognizant of advertising ploys. Unlike television viewers, Internet users have much greater autonomy and choice. Marketing across the Web requires using social media as tools for harnessing and exploiting information. Consumers on the Internet are far more independent and unique than before; to attract attention and maintain interest, marketers must now tap into and appeal to consumers' online individuality.

It is evident that users of the web are consumers to the core. Of course goods and services can be purchased over the web, however people need not purchase goods to be consumers; the Internet is fundamentally a place to consume information. As the Internet evolves, marketers that are able to collect, interpret, and harness the power of information through the use of social media will "win the future," as Barack Obama so strangely puts it.