Hello everyone! While looking for academic literature for one of my assignments, I came across to the concept of Mediamorphosis, which I consider to be a particularly relevant and interesting phenomenon considering the speed at which society is changing.
For those who do not know what it is, Mediamorphosisis a theory elaborated by Roger Fidler, an internationally recognized new media pioneer and visionary, that states that new media do not arise spontaneously and independently, but they morph from something that already exists or emerge gradually due to society changes, while older forms try to adopt or end up dying.
According to this theory, better known as ‘Digital Mediamorphosis’, the reason behind the transformation of communication media of the 21stcentury is the ever-evolving technological innovation.
A simple and tangible example of it is the rise of social media platforms, from Facebook to Instagram and Twitter, which gained popularity after the Internet kicked in and started to be widely used in the early 2000s and which caused the decline of old media, such as magazines – some of which have now closed down or have only the online version available.
As I mentioned in one of my previous posts, virtual reality is a new and emerging form of communication which is kicking in in many sectors. So my question is: will AR – and VR – replace other “older” forms of communication or will it be integrated into PR’s media landscape?
Let me know your opinions in the comments below!
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If you want to read more about this theory, check this link out: https://bit.ly/2C6Vwl6
#PR #communications #mediamorphosis #AR #VR #universityofgreenwich
The PR Girl 