Future media trends 2015 - Different scenarios for the future of media and media usage

This paper discusses the approach and overall findings of the the "Future media trends 2015: Different scenarios for the future of media and media usage" study, developed by the Rheingold Institute in Cologne for a range of German TV and media companies.

Future media trends 2015 – Different scenarios for the future of media and media usage

Bernhard Engel and Natalie BeischGerman Television ZDF, Germany

INTRODUCTION AND THEORETICAL BACKGROUND

The 200th anniversary of Charles Darwin in 2009 reminds us that tiny changes over time have large effects. Even if it is hard to forecast the future we can develop scenarios of change and classify them as more or less probable. Revolution in technology meets evolution in human behaviour.

The theoretical framework for the study is the theory of “liquid modernity” (Zygmunt Bauman, first published in 2000). Even...

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