The strangest thing about the evolution in business, communication and media is that we are acting as though the social element is some kind of anomaly. As though it is a new form of human behaviour. When in truth the past 100 years was the anomaly. This great quote from Douglas Adams is the best reminder of all:
“…this century we have for the first time been dominated by non-interactive forms of entertainment: cinema, radio, recorded music and television. Before they came along all entertainment was interactive: theatre, music, sport – the performers and audience were there together, and even a respectfully silent audience exerted a powerful shaping presence on the unfolding of whatever drama they were there for….”
This comes from a terrific article that was written more than 10 years ago by Adams on the then emerging internet. It is worth reading so we can remind ourselves that the revolution is essentially a reinstatement of how humans have always behaved.