The persistence of analogue in a digital world
I’m a big fan of podcasts.
One that has stayed with me for months now was part of the BBC Radio 4’s Seriously series (I did enjoy typing that) called The Persistence of Analogue hosted by technology writer Leigh Alexander. Leigh explored the growing (and slightly counter-intuitive) popularity of analogue culture in a digital world.
Despite the boundless convenience of all-thing-digital, Leigh proposed the idea that something vital has been lost in the slightly intangible, instantaneous, always-on virtual society – and that there was something timeless and more ‘real’ about analogue formats, be that a vinyl LP, the tactile qualities of a printed book or the participative joy of an old-fashioned board game.
Moreover she argued that it isn’t just a case of nostalgia – Leigh firmly believes that people are seeking avenues to bring a little more face-to-face back into their lives.
And I think she’s spot on – not least because (in the world of marketing) we’re beginning to realise that the one-to-one ‘panacea of all ills’ that digital was supposed to deliver was a great and logical theory…that hasn’t really worked in reality.
And this isn’t a case of insipid bots of industrial-sized click farms in some murky corner of China messing up lines of communication – it turns out that us humans really rather like touching, feeling and sensing things ‘first-hand’. It’s as if we were flesh and blood rather than made up of semiconductors.
I mean – what was the last time you REALLY bought something because you got an email? Put simply it appears us humans want (and I would argue need) something more tangible.
So for your next project don’t automatically think about digital engagement. It’s not the only medium. Maybe you could actually print something and send that. Or create a video, or radio ad. Wouldn’t that be novel?
And of course strategically that falls under the file titled ‘Gestalt Theory’ – and if you want to have your mind blown on that subject I’d refer you to one of my personal heroes Dave Trott (find him on You Tube, it’s dead easy, one thing that technology really does rather well…)