We’ll see these new media renegotiate the power relationships between individuals and advertisers. Yesterday, we changed the channel; today we hit the remote; tomorrow, we’ll reprogram our agents/filters. We’ll interact with advertising where once we only watched; we’ll seek out advertising where once we avoided it. Advertising will not go away; it will be rejuvenated.
Predictor: Schrage, Michael
Prediction, in context:In a 1994 article about advertising in the digital age for Wired magazine, Michael Schrage, an MIT Media Lab fellow and columnist for Adweek magazine, writes: ”The fashionable, faux futurism predicts that this time will be different, that this time new media technology will guarantee the individual the upper hand over the advertiser. Maybe; maybe not. More likely, we’ll see these new media renegotiate the power relationships between individuals and advertisers. Yesterday, we changed the channel; today we hit the remote; tomorrow, we’ll reprogram our agents/filters. We’ll interact with advertising where once we only watched; we’ll seek out advertising where once we avoided it. Advertising will not go away; it will be rejuvenated.”
Date of prediction: January 1, 1994
Topic of prediction: Getting, Sharing Information
Subtopic: Advertising/PR
Name of publication: Wired
Title, headline, chapter name: Is Advertising Dead? Adviruses, digimercials and memegraphics: The Future of Advertising is the Future of Media
Quote Type: Direct quote
Page number or URL of document at time of study:
http://www.wired.com/wired/archive/2.02/advertising_pr.html
This data was logged into the Elon/Pew Predictions Database by: Anderson, Janna Quitney