Media Perspective: What more is there to say? The digital revolution is over

I've been staring at this screen for hours, trying to think of something to write about. This is not unusual, but normally something pops up from somewhere, a column gets written and the European Union opinion mountain grows a couple more inches.

This week has been especially barren, though, so, rather than deploy one of the regular columnist tricks, I thought I'd think about why there's such a shortage of things to write about. Because I don't think this is an isolated incident, I suspect we're approaching peak media prognostication.

We are entering a world where dozens of columnists and thousands of "future of media" bloggers will have even less to talk about than we do now. Of course, like the honest citizens we are, we'll plough on saying stuff anyway, it'll just be about an ever-decreasing amount of new news.

Because the "digital revolution" is over and done. It's finished. And digital won. The internet has changed every medium, every media business and every media profession drastically and permanently, we're just not done yet with all those changes working their way though the system.

There are still agencies, networks, clients, everythings who don't really get this yet. There are even more who do get it but who aren't going to do anything about it.

But everyone who's willing to listen has listened and everyone who's willing to act has acted. There's no more opinion to be opined. So what we see instead are the little moments of post-revolutionary sorting; will it be Facebook or Twitter? Augmented reality or locative projections? Social viewing or enhanced TV? (The answer, as ever, is all of the above.)

And there's challenge and intrigue in working out how these things will pan out, but it's not like the days when we were shouting "revolution!" from the hills and no-one was listening. We've stormed the palace, installed the new guard but discovered that now we have to administer the sewers.

And that's no fun for an opinionista and futurist. I suspect, for many, when we look back from the not-so-distant- future, the past few years will be the most exciting of our professional lives.

We work in media and we've lived through an honest-to-God media revolution. That's a privilege. That's something special. Because although the media world will change again and keep changing, the next technological revolution is less likely to put us front and central.

The next world-changing technologies will probably be to do with power generation or material sciences. DIY biology hacking is going to do extraordinary things to the world, but it's unlikely to affect the price of a 48-sheet. So when the pace of change seems too much, just remember; it could be worse, it could be boring.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).