Every year, I have my teams read Neil Postman's speech on “5 Things We Need to Know About Technological Change.” Postman, who could be a bit curmudgeonly regarding technology bordering on the attitude of a Luddite, still was a master author, educator, media theorist, and cultural critic of technology and very prescient for us as marketers in 2025.
There is always a tendency to jump on the shiny new object – and the business growth and marketing team pathway is littered with broken dreams and expectations. So as we look to the new year here is a summary of that lecture and a link to the transcript to think about technology and how we use it as we grow our businesses as seen by Postman at the dawn of the digital age.
In his lecture, delivered in 1998, Postman presents five critical insights into the impact of technology on society:
Trade-offs of Technology: Every technological advancement introduces both benefits and drawbacks. For instance, while automobiles offer convenience, they also contribute to environmental pollution. Recognizing these trade-offs is essential for a balanced perspective on technological progress.
Uneven Distribution of Effects: Technological changes do not affect all members of society equally; they create "winners" and "losers. "For example, as we have learned, the advent of computers has benefited large organizations but may disadvantage individuals by increasing surveillance and reducing privacy.
Embedded Prejudices: Each technology carries inherent biases that influence societal structures and worldviews. The printing press, for example, shifted societies from oral to written traditions, altering communication and cultural norms.
Ecological Impact: Technological advancements have far-reaching effects that transform entire societies. The introduction of television, for instance, reshaped family dynamics, leisure activities, and even political processes.
Mythic Perception of Technology: Societies often perceive technologies as natural and inevitable, leading to unquestioning acceptance. This mythic status can hinder critical evaluation of a technology's role and consequences.
Postman emphasizes the importance of maintaining cultural and spiritual narratives that help societies navigate the challenges posed by technological changes. He warns against allowing technology to dominate human values and urges a critical examination of how technology aligns with cultural and ethical principles.
Understanding these five aspects is crucial for us as marketing individuals and for organizations aiming to navigate the complexities of technological change thoughtfully and responsibly. Happy New Year and off we go into 2025! Article: postman.pdf
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