We all grew up learning about the industrial revolution and every revolution is then proceeded with an age behind it. The industrial revolution created the industrial age. What was hard about the industrial age was making stuff. That the way to win was to produce something as fast as possible for as cheap as possible. Henry Ford didn’t get wealthy because he ran good ads on TV, he got rich because he made a car cheaper and faster than anyone else.
Then after the industrial age came the mass media revolution which is proceeded by the mass media age. In the mass media age the goal was to interrupt people with ads and commercials making average products for average people. The television was invented for advertising not the other way around. Television manufactured attention because you only had a few channels maybe 6, 8, and 24. And what mass media advertisers wanted was to turn that attention into money and if they knew that your attention would be on one of these three channels they could also create culture.
Today we have the connection revolution which will be proceeded by the connection age. And today attention is scared because in the connection revolution people have over a million media choices. People connect with other people who care about the same things and connections are currency, they have worth and are extremely precious. What caused this shift was the internet. The internet has one job that it does well and that is connecting human being. It’s a connection machine. So when we look at every business over the past ten years that’s online (Groupon, Facebook, Kickstarter, Amazon, Twitter, Gmail, Yahoo Chat, LinkedIn Forums, etc.) they exists to connection one human being to another.
They create their own media channels and build their own communities. So I don’t watch or listen to what the mass marketer wants me to watch or listen to I watch or listen to what ever I want.