Module 5 - Red Queens and Increasing Returns

When you decided to obtain a DVD for your science fiction assignment in Module 4, where did you go to find a movie based on a Philip K. Dick book? Did you rent or purchase a DVD, or did you view it digitally on your computer using Netflix or a similar vendor of video-on-demand?

When being assigned to watch a movie based on a Philip K. Dick book, I chose to view it using through my TV by utilization of Netflix via internet TV.  Almost all the movie my family and I watch are viewed using the Netflix service or through recorded events on our DVR (digital video recorder).  

Is the current competition between DVDs and video-on-demand an example of increasing returns or Red Queens? Justify your response with sound reasoning and specific examples.

The competition between DVDs (digital video disks) and VOD (video on demand) is the type of competition described by Thornburg (2009).  The competition he refers to is when two innovations become available to the public around the same time and one of the innovations begins to drive the other to nonexistence.    Because of the fierce competition between these two technologies I would consider is an example of Red Queens.

Where do you think DVDs and video-on-demand are on the four criteria of McLuhan’s tetrad?

I believe that of the four criteria of McLuhan’s (1988) tetrad, DVDs and video of demand are both currently in the “enhances” quadrant.  This is so because the qualities of individuals’ lives have been enhanced by both of the technologies.  In such a unpredictable economy these innovations allow an inexpensive way for families to spend quality family time together.

McLuhan, M., & McLuhan, E. (1988). Laws of media: The new science. Toronto: University of Toronto Press.
Thornburg, D. D. (2009). Increasing returns and red queens. Laureate Education, Inc. Retrieved from http://sylvan.live.ecollege.com/ec/crs/default.learn?CourseID=4199715&Survey=1&47=5797856&ClientNodeID=984645&coursenav=1&bhcp=1


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