Douglas Rushkoff, Professor of Communications at New York University, provides insights into latest research on the transformative nature of the internet on the economic and social dynamics of consumers and users, and their commercial implications - vital information for regulators, industry and investors as they seek to remain relevant in this new ecology. (Blip TV video stream, audio stream or video download).
"Corporate reaction to the creation of value through technology, through media, through interaction, is to keep the consumer out of the picture. I mean, Microsoft was great at this for a while. Right? How do you install a program in Microsoft Windows? You conjure the wizard. Why did they pick 'the wizard' instead of 'the plumber' or 'the handyman' or 'the assistant' or 'the secretary'? The wizard, what does that mean? This is a mysterious technology, no user serviceable parts inside, hazard of electric shock. Don't watch while 'the wizard' moves the application into this folder over here. Woo. Stay away."
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