Why Modernist Media Solutions are Failing in a Postmodern World:
Managing the Paradigm Shift

Richard Wilson
Samuelson Talbot, Australia.


INTRODUCTION

The collapse of conventional media into the Internet is moving at a steadily increasing pace forcing people to personalise their media experiences by seeking subject matter rather than reading matter. Notwithstanding this dramatic shift in media habits, many media researchers continue to drive for harmonisation of the current measures which will need dramatic overhaul if they are to take account of Net consumption of magazines, movies, pay per views over the net, not to mention radio, music and book reading along with other previously conventionally managed and measured activities.

Background-Modernism vs. Postmodernism