Module 5 Blog – 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?

I went to a service similar to Netflix where I viewed it digitally on my computer.

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 idea of the increasing return is where two products are competing for dominance within the market.  Red Queens, on the other hand, are two technologies that appear to pull forward of those others within the market.  I believe the competition between DVD and video-on-demand is more one of a Red Queens’ example.  DVD and video-on-demand are not the only competing technologies within this particular race.  With the competition between VHS and Betamax, the Betamax disappeared after the VHS won the competition.  I do not believe the same will be true of the competition between DVD and video-on-demand.

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

DVD

Enhances the ability to view video in high quality	Obsoletes the use of the VHS tape
Reverts to the Blue Ray	Retrives the viewing of movies from the days of the filmstrip

Video-on-demand

Enhances the portability of being able to view a video almost anywhere	Obsoletes the use of conventional VHS and DVD storage
Reverts into ?	Retrives the viewing of movies from the days of the filmstrip

References:

Thornburg, D. (2008c). Red Queens, butterflies, and strange attractors: Imperfect lenses into emergent technologies. Lake Barrington, IL: Thornburg Center for Space Exploration.