Thoughts after attending Media & Digital Futures workshop at Salford University

I have just taken part in a very interesting, simulating and thought provoking workshop where as industry representatives we were asked to work through and comment on two scenarios as to how the Manchester city region might look in 2017. One had a positive slant and the other a more negative one. I was in one of two groups looking at the more negative scenario which was called the 'noise' scenario.

In a nutshell this scenario says that the UK will still be in recession, technology has advanced but businesses are struggling to make good use of it. The lack of variety of industries and decline of manufacturing has made the region unsustainable with the emphasis being on service and knowledge based.  It is difficult to generate revenue on line as consumers expect it to be free and although there are a large number of digital startups the business models are generally unsustainable.  There is a skills gap with the education system not geared up to produce students with the skills needed and so young people are not making the transition from education to employment. Digital technologies have disrupted rather than helped our everyday lives and people have become overwhelmed by the amount of information, communication and 'noise' coming at them. On top of that the city's digital infrastructure cannot handle the demand with rural areas only having limited access. Finally the region is over regulated, public transport is unreliable and expensive and although everyone is talking about the problems there are no radical strategies being put forward.

I have to say this scenario is not to far from where I feel we are now.

So to start with we were asked as a group to come up with 5 key points from the scenario to start the discussion. I came up with 4 which were..

1. There is no space for the little guy.
2. Education is not delivering equipped young people.
3. 'Free' is stifling innovation as it hard to produce a return on investment. Which is why we no longer make anything.
4. Both the transport and digital infrastructure are failing.

Others thoughts included a negative impact on families and society. We discussed how the use of computers smart phones and other devices has continued the impact on family cohesion, that eating in front of the TV, had started. Family members occupying the same space but back to back looking at screens rather than face to face round the dinner table. Another point was the lack of a 'ladder' structure where larger companies support and provide small businesses with work and then we started to explore more sustainable business models. The current funding cuts are already causing the social businesses to revisit their mix of commissions to social work proving free or subsidised services, with the need to make  a profit to replace the grant funding to support the social work.

Next we looked at placing these issues, as well as a number from a previous group, onto a matrix made up of more or less likely to happen against being harder or easier to resolve. These other issues generated some debate including one about people not able to understand the technology they were using which got us into 'digital natives' versus 'analogue grans'.

Then we looked at how some of the 'easier' & 'likely' issues might be resolved with the suggestion that the tech one would get resolved without too much intervention because more and more of the population will be digital natives. I made the point that although more and more people have access to the technology they don't necessarily have the skills to use them creatively.  However it was interesting to note that most of the points we placed in the 'likely' and 'hard' quadrant of the matrix and we didn't really have an opportunity to discuss how some of those could be resolved other than a consensus that education is key. One comment was our education system is still based on victorian principles and when you consider Carole Vorderman's report on Maths recently and the need for two different maths qualifications,  if you extend that out to all the other subjects we have a major issue with not preparing our young people for a life in a 'post modern' society, our education system at best is still turning out 'moderns'. With my apprenticeship assessors hat on I am only too aware that most of the graduates from the mountain of 'medja' degrees aren't ready to work in our industry, their degrees haven't given them the skills to work as new entrants but has generated the expectation that they can come straight in as directors or producers. So the industry has set up an apprenticeship scheme to take on 16 to 22 year old and give the training and experience to become valuable team players in the industry.

I then brought up the whole collaboration issue and coined the phrase 'collaborate or die". One of the repeating threads in all my research into how our industry is changing is the mantra of 'you must collaborate'. Unfortunately although we encourage our children to collaborate at an early age, once they hit primary school the concept of collaboration is pushed out and so we now have several generations that just aren't interested in collaborating on creative or business projects which is a real shame.

Then we were given the opportunity to identify 5 issues for our own business, again I came up with 4...

1. 'Free' on the internet makes developing viable business models more challenging!
2. How do I get above the 'noise'?
3. I need to create links with other businesses and collaborate.
4. The challenge is to persuade potential clients to buy my skills, as they feel more and more that they can do it themselves or they just don't value them. Just look at most corporate videos, the sound is rubbish!

Finally we all came back together and we shared the findings of all 4 groups and although we had been looking at two different scenarios the findings were remarkably similar.  One comment that struck me was we live in a 'greed economy' where the aim is to make as much money as possible so I can have the latest this that or the other, instead of the motivation being, doing what is best for the community whilst making enough money to be OK with my lot, going from a 'me based culture to an 'us' based one. In the light of the recent riots etc this really hit home with me.

I found the whole morning a very enlightening experience and I look forward to the outcomes of this research and hope that Salford University can take it further.

The Shallows by Nicholas Carr

This book is also sub-titled "How the Internet is Changing the Way We Think, Read and Remember".

This was one of a couple of books I read on holiday this year and it has really opened my mind to how our technology is literally changing the way we think.

Carr's book shows how our brains have changed as each new technology has come along, not just the internet. All the way through this book he backs up his arguments by referencing appropriate scientific evidence. He works through the different technologies from the printed word to the latest digital media affirming Marshall McLuhan's theories along the way. He debunks each contrary theory including that our brains become rigid in adulthood and then start loosing brain cells at an alarming rate.

He shows that if we come to depend on the internet for our information we will loose our abilities to reason etc. Indeed he almost goes as far as to say we will loose our humanity. However he doesn't suggest we should stop using technology, just not depend on it, so all in moderation is the name of the game.

He also outlines that one of the core principles of the internet - that 'free & open access to information encourages innovation' is not working, that the use of search engines is actually reducing the number of citations in academic documents as the search engines will present the most popular answers at the top and people tend not to read as broadly and deeply as they once did and so the most popular wins and it produces an ever decreasing circle as only the most popular are referenced, so the link pool gets smaller & smaller. So rather than opening out and making access to a brad range of ideas and information the search engines and the internet are doing the exact reverse.

He presented evidence as to how we now read, especially on line, that we only read around 18% of the text on a web site and that we read like a letter F. So we read the top line for a bit, then jump down read in a little before jumping down to the bottom.  Scary or useful information for web designers.

He also makes a compelling case for the internet and our use of search engines reducing our time to think, review, and come to our own conclusions.

This has a real effect on creativity, where is the space for creativity in this ever faster "want it now" and "what's happening now" world?  Surely creativity often comes from those seemingly unproductive moments of peace and space. If we remove those deeper reading moments and time for contemplation and review, because they aren't immediately productive, then the world will become populated by machines irrespective as to whether they are carbon or silicon based and the world will be much the poorer for it.

So I do recommend this book, and if you use the links to buy it then I will get a small commission from Amazon.

Also please do comment and discuss these issues, I would be very interested in your thoughts on these issues.

Our own kind of digital disconnect

I have posted about other people's experiences of having a digital detox including an excellent book The Winter of Our Disconnect by Susan Maushart  that took the concept of a digital detox to the extreme with a 6 month disconnect. But until now it has all been other people's experiences, not any more! Almost by accident we experienced our own disconnect experiment in quite an unexpected way.
Now our annual 2 week sumer holiday has been technology free for many years so no laptop, no email, phones turned off except for me checking the answer machine once a day for messages. However this year was different. We rented a villa just outside Alcudia in Marjorca and we found ourselves even more disconnected than usual. 

Our villa in Marjorca

This was the first time we had rented a villa. In the past we had holidayed in hotels and had access to some UK TV so we kept in touch with world affairs and also there was an internet cafe in case of emergencies. Our villa provided us with our own retreat. Also our iPhones reverted to being just phones, all the usual clever things they do to keep us connected wherever we are, didn't work here. The TV in the villa was digital terrestrial and all the channels were in Spanish except for the Disney Channel during the day. So no news unless you could follow Spanish, which we couldn't. After just 2 days we were feeling very disconnected, even isolated, we had no idea what was going on in the world . It was almost like withdrawal symptoms. On the 3rd day we went out for newspapers. We managed to get The Daily Telegraph and Daily Mail and we just devoured them from beginning to end. But it still felt quite 3rd party, no going on the internet to look at BBC News or being able to use Google Maps to help us navigate the maze of streets that made up the estate our villa was on.
However not all was bad, we talked, we played games, we reconnected as a family. At home we all use the internet and our various computers and smart phones as an integral part of our individual lives. That said we do eat together round the table at least once a day and we aim to have a 'sabbath' from Friday tea time to Saturday teatime with as little technology used as possible. But on holiday, especially this year in our retreat we really connected, all 4 of us chatting, playing volleyball in the pool, especially nice, as usually one of us absents themselves from family activities but on this holiday we were all together all of the time and it was brilliant.
So what was different? well no TV at all for starters, and no internet at all either. We may have been disconnected from the world but we were so much more connected to each other. Another factor for me was that my watch stopped on the plane on the way out and so I for one had no track of time and I became aware that I wanted to know what time it was to decide whether it was time to eat or go to bed. So instead I started to listen to my body and eat and sleep when it wanted to rather than follow some pre-determined schedule.
So will it last? well no not really, we all have come to depend on the internet and the digital world too much to disconnect ourselves permanently but it will definitely encourage us to keep our sabbath as clear as possible.

Human Kind - The story of scientist George Price

Just before I went on holiday I worked on a very interesting programme called Human Kind all about an incredible guy called George Price

Matthew Taylor tells the story of the last eight years in the life of George Price - a scientist who studied the evolution of altruism and who suffered for his faith. With contributions from Price's biographer Oren Harman, writer Marek Kohn, Professor Steve Jones and Price's family and friends, Matthew follows a journey that began with a sensational breakthrough in evolutionary biology and ended in poverty and suicide.

Audio Editor: Mike Thornton

Producer: Peter Everett.

Apart from being an incredible brain and scientist what struck me about his story is that it was so easy to become homeless and one of those people you see wandering the streets.  Also to get an insight into how people loose everything and become homeless. It could so easily be me or you....

It is well worth catching this programme on iPlayer before next Wednesday.