When
I decided to watch the movie Paycheck, which is based on a Philip K. Dick book,
I did a YouTube search for the movie. Several videos came up and one of them
included a note from the YouTube user that contained another link to an outside
website that had the full movie. I went to it, it loaded within seconds, and I
watched it. The competition between DVDs and video-on-demand is a great example
of Red Queens because the Red Queen in a Lewis Carol book tells another
character, to run as fast as she can to stay right where she is. This is
similar to technology competition because both DVDs and video-on-demand are
available to people and are constantly trying to put the best opportunity
forward to attract people (Laureate Education, Inc., 2009). For example, DVDs
were available for rent if you went to the store and they were available to
borrow. At Blockbuster, the cost was approximately $5.00 for a 4-day rental.
Then, the amount of time the movie could be borrowed increased and then the
cost dropped. Shortly after, rentals were available through a vending machinefor $1.00 and they could be mailed directly to the house. This is all to
compete with the videos readily available through On Demand features on the
television and through the computer, which is how I viewed the movie.
In regards to McLuhan’s tetrad, I
think video-on-demand enhances the way people can watch movies because it is
immediate, there is no wait time. It enabled me to complete my assignment
within two hours. It makes VHS tapes and DVDs obsolete. It retrieves when VHS
were first invented because this was the first opportunity people had to view
movies at home rather than in the movie theatre. The reversal will be when all
movies can be found on video-on-demand. Currently, that is not the case.
Resource
Laureate Education, Inc. (2009). Emerging and future technology. Baltimore,
MD: Author.