Thursday, May 10, 2012

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


BV
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3 comments:

  1. UnknownMay 12, 2012 at 10:19 AM

    I believe I have stepped out on a limb by stating that I think DVD's are basically "over." By this, I mean that the video-on-demand is clearly the front runner and the DVD industry is waning away. At one time, I think they were Red Queens but I'd venture to say that the DVD industry isn't "running" enough to stand still.

    I do think there will be a market for DVD's at least for a little while but I don't think it will be a big market and will slowly decrease over time until it becomes obsolete.

    Based on your response, you seem to indicate that you think DVD's and video-on-demand are currently on equal footing, would that be a fair assessment?

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    1. Belinda Van NormanMay 12, 2012 at 7:31 PM

      I just look at just how much I still use DVDs in my classroom and the use of the Red Box in places such as Wal-mart. I don't think they are necessarily on equal footing but I defiantly don't think the VOD has nudged out DVDs just yet (and I don't see it happening completely in the next few years). BV

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  2. debbiemorrisMay 13, 2012 at 5:04 PM

    Belinda,

    You make a valid point. I think they will be around through the use of purchase and the Redbox. However, I feel it won't be long before an additional format comes out. Netflix has really taken off. People like the availability of it.

    Good post,
    Debra

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