I was reading “Tomorrow will not be like today: Literacy and identity in a world of multiliteracies” by Bronwyn Williams, and a specific sentence caught my attention:
For many adolescents, “life on the screen is an everyday, natural practice–they know no other way of being” (Kress, 1997, p. 167).
I think this sentence sums up our world today. The screen is what individuals turn towards for information, entertainment, news, research, communication, and so much more. The screen offers endless possibilities for education, politics, news broadcasts, work places, retail stores, the entertainment industry, etc. Ultimately, I think the screen culture is our present and our future.
The “Screen Culture” as a Trend
In my public relations class, we are split up into various groups and have to look at trends around the globe. My group’s trend topic is the “Screen Culture.” As a group, we look up various research and articles on this topic. So far, I have found so many new inventions and possible innovations for the future revolving around the screen. For example, there is a supermarket chain in the U.K. that offers customers the opportunity to watch sports on their iPad while they shop. Customers can put their iPad on a dock that is attached to the shopping carts and listen to sports through the dock’s speaker systems. In case anyone is worried about customers being distracted while listening to sports, the shopping carts also offer front bumpers to avoid serious injury with other carts as well as a beeper that alerts customers that they are approaching shoppers.
I also read an article on the partnership between Adidas and Intel to create screen technology that shows off Adidas products in smaller boutique types of stores. Currently Adidas and Intel is testing out whether this will work, but they hope that this new product will attract more customer’s attention and make them want to make purchases. The touchscreen will feature over 8,000 products made by Adidas and allow for customers to tap on products they like and zoom into the shoe. Some shoes even have videos featuring athletes wearing Adidas products.
I just think it is so amazing that we have all of these possibilities now because of technology. Technology is everywhere; it is global, national, regional, and local. It doesn’t matter whether you own an iPad or you have a touchscreen phone. More than likely your life has been affected by the screen culture in some way. The screen isn’t just about new inventions, but it also about the products we already have. Facebook, Twitter, and the online world are only available because of screens. Movies and television can only be seen because we have screens. Apple products revolve around the best screen capabilities. Ultimately, I could say so much about the screen culture and how it has affected my life, but that could take so many more pages. I can’t wait to see what the future holds for the screen and how that will affect the way I live my everyday life.