For
the above-mentioned assignment, I chose to use Prime Instant Video that is
included with my Amazon Prime membership.
It is very difficult for me to find a block of time to watch movies or
television programs in their entirety. I
usually have to watch movies in sections.
Having access to Prime Instant Video and Netflix accommodates my
schedule (i.e. running a child care from my home, being a foster parent to four
young boys and men, providing respite services, volunteering as a big sister
for Big Brothers and Big Sisters of Central Massachusetts, etc…). I also do not have to make an extra trip
somewhere to rent a video.
Is the current competition between DVDs
and video-on-demand an example of increasing returns or Red Queens?
Thornburg
(2008c) stated “It seems we all go through Rip van Winkle experiences every
day, especially when it comes to technology.
For example, when I was in graduate school in the 1960’s, “my” computer
was a huge mainframe system located several blocks from my office. Now a mere 40 years later, this same power
(and probably more) is inside my iPhone.”
This statement brought me back to when I was in high school and thought
the new word processors with removable floppy disks were the greatest invention
for homework. Now a mere 30 years later,
it is unbelievable the technology I know have in my household.
Thornburg
(2008), states “The name “Red Queen” is attached to certain phenomena when a
competition between two forces results in the rapid development of them both.” “Red Queens exist in emerging technology.” The example Thornburg (2008) gave is the
early competition between Netscape and Microsoft for the web browser
market. Each company was vying for the
greater share of the market. The company’s
knew that users would be attracted to the software with the best features. “This resulted in a rapid series of new
product releases as Netscape and Microsoft fought to stay ahead of each other
in terms of features.”
Arthur
(1996), states “Increasing returns are the tendency for that which is ahead to
get further ahead, for that which loses advantage to lose further
advantage. They are mechanisms of
positive feedback that operate – within markets, businesses, and industries –
to rein-force that which gains success or aggravate that which suffers
loss. Increasing returns generate not
equilibrium but instability.”
This
being said, I believe the current competition between DVDs and video-on-demand
is more of an example of Red Queens. There
is a competition between DVDs and video-on-demand but both are still trying for
their share of the market. Neither one
is bringing the other to extinction at this point.
Where do you think DVDs and
video-on-demand are on the four criteria of McLuhan’s tetrad?
DVDs
can be in the “retrieval” part of the tetrad.
I say this because DVDs could be thought of rekindling the VHS
tapes. However, depending on how you
look at the tetrad, DVDs could also be in the “obsolescence” part of the tetrad
as they may be on their way to being obsolete at some point in the future. Video-on-demand could easily be placed in the
“enhancement” part of the tetrad as this method of viewing videos enhances how
individuals can view movies, television shoes, etc…
References
Arthur,
W. B. (1996). Increasing returns and the new world of business. Harvard
Business
Review, 74(4), 100−109. Retrieved
from the Business Source Complete database.
Thornburg,
D. (2008c). Red Queens, butterflies, and strange attractors: Imperfect lenses
into
emergent technologies. Lake
Barrington, IL: Thornburg Center for Space.
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