Module 5: Increasing Returns and Red Queens

Module 5: Increasing Returns and Red Queens

• When you decided to obtain a DVD for your science fiction assignment in Module 4, where did you go to find a movie based on a Philip K. Dick book?

When I “rented” the movie “Minority Report” I obtained it from my husband’s library.  He is very expensive and protective!  I was happy to return it unscratched and whole!

• Is the current competition between DVDs and video on demand an example of increasing returns or Red Queens?

I really feel that this competition is a Red Queen.  Thornburg (2008) describes a Red Queen as technologies competing for a piece of the consumer market – both equally competitive for consumer dollars. When considering the DVD and video on demand market they are (in my opinion) technologies that are equally competing for consumer dollars. 

·   Where do you think DVDs and video on demand are on the four criteria of McLuhan’s tetrad?

Enhances: DVD’s enhances the quality of home movies…allowing us the opportunity to watch and store our videos more conveniently with clear pictures.	Obsoletes: It took away our reliance on VHS tapes to watch movies.
Retrieves/rekindles: Thinking of the past…the reel-to-reel was the main source of movie watching.  It was bulky and cumbersome…but it was what we had!	Reverses: Thinking of the future…video on demand has come to the forefront.  The future demand in on instant gratification!  Watching from your audio internet devices.

Reference:

Thornburg, D. (2008). Red Queens, butterflies, and strange attractors; Imperfect lenses into emergent technologies. Lake Barrington, IL: Thornburg Center for Space Exploration.