Unified theories of everything can't work in the modern world. In the world where change is on the agenda day after day, hour after hour. We are living in increasingly complicated environment where everything from media, to products and experiences are multiplied. Things aren't as they seem to be. We aren't whom we tell to be. We shop personalities as we change our roles. We zap through life as we zap through TV channels. We browse opportunities and change the life to use them as we browse endless Internet pages. This is the liquid reality, everything can be easily changed - shaped as we want and need.. For some it happens slower than for the others. We enjoy the change as "in changing we find the purpose" (Heraclitus). It leads us to be better, to be different, to achieve things, etc. We live "in flux" and it is not a revolution. This is the nature of our life and it affects everyone. Never forget that "No man ever steps in the same river twice, for it is not the same river and he is not the same man." (Heraclitus)
The media aren't the same as they used to be and the audience isn't the same, either. No one can stand still and expect the world will return to it status quo after the 'revolutionary new media buzz'. It won't, it would be against nature.
Tags: change, society, media, Heraclitus
