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Consumers turning into Users?


Friday, July 25, 2003

Do we consume less now and use more? Is the change to more complex and less linear forms of media mean we are now users and not consumers.

I wouldn’t go as far to say that we are all active users of new interactive media and not reactive consumers of linear media. I think there are modes of use which are quite passive. When I play most games I am doing them in a fairly passive way even though I am involved in the game play and making decisions. When I browse a web site I am not always task focused

Do we have the mental capacity to survive the onslaught of interactivity when all we want to do is sit back and passively consume media?

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