“This is the new “now”…
Everything is live, real time, and always-on. It’s not a mere speeding up, however much our lifestyles and technologies have accelerate the rate at which we attempt to do things. It’s more of a diminishment of anything that isn’t happening right now – and the onslaught of everything that supposedly is… If the end of the twentieth century can be characterized by futurism, the twenty-first can be defined by presentism”

“This way of organizing stories – Joseph Campell’s ‘heroic journey’ – is now our way of understanding the world…
The higher into tension we have gone, the more dependent we are on the storyteller for a way out. That’s why can plug in whatever value, idea or moral he chooses. Or product. The technique reaches its height, of course, in any typical television commercial. … The word entertainment literally means ‘to hold within,’ or to keep someone in a certain frame of mind. And at least until recently, entertainment did just this, and traditional media viewers could be depended on to sit through teir programming and then accept their acne cream.”

“in the channel surfers’ DVR-enabled media environment, sponsors no longer have the luxury of captive viewers who will sit through commercials. … many of us are watching entire seasons’ worth of episodes in a single weekend … the sponsor must embed adverstising into the very fabric of the programming. In presentist TV, programmers lose the ability to distinguish between the program and the commercial – but they also lose the need to do so”

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