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DIGITAL DISTRACTION
I have always been accused of being
a bit of a Luddite. While I don’t take sledgehammers to factory
machinery in the true context of the term, I do exhibit an obvious
resistance to technological change. I was late – some would
say extremely late – in getting a mobile phone, I still don’t
own an iPod, I rarely chat online, and when it came to buying a
blender a few months back, I went for the model with the least number
of buttons.
Don’t get the wrong idea. I’m not a complete technophobe.
My views aren’t molded by some apocalyptic fear of machines
brought on by repeat viewings of The Terminator and The Matrix.
I don’t fear computers. I’m not intimidated by ATMs.
And I certainly don’t have any reservations about using the
Internet. In fact, I feel lost whenever my broadband connection
goes down.
But I’m not convinced that all of the new “innovations”
and gadgets spilling out into the market are necessarily advancements.
Does a toaster with a microprocessor make better toast? Will a battery
in my razor give me a closer shave? Do I really need a digital toilet?
Technology is supposed to help humans live more productive lives.
But too often it seems to have the opposite effect. Instead of saving
time, it monopolizes it. Think of all the time we spend fiddling
with buttons, setting user preferences and learning how to use products
that will be obsolete by year’s end. I’ve got a remote
for everything – my television, satellite box, DVD player
and stereo. Even my air conditioner requires programming.
In fact, every time I buy a new digital product I have to learn
a whole new set of functions, key codes and “shortcuts.”
Toasters now require instruction manuals. Mine is 32 pages –
two pages longer than the latest UN report assessing human rights
in Iraq. And God forbid I should ever lose it. I misplaced the tiny
manual for my 24-function digital watch. The alarm goes off every
night at midnight. I can’t get it to stop.
Manufacturers keep adding frivolous features to simple household
appliances “to make our lives easier.” But to be honest,
the last thing I need to worry about is whether the food I put in
some digital fridge is safe lest the fridge fails to reboot after
a power cut. And if I ever worried about losing my mobile phone
– now that it’s a planner, camera, MP3 player, photo
album and digital wallet; well, assuming I could figure out how
to use these functions – I’d really be devastated.
Now it might seem odd to ramble on about digital distractions in
a month we’re running a cover story on the latest trend in
mobile phone advertising, but I can assure you it is relevant. I’m
a consumer. And advertisers rushing to get into this game are going
to need to bear in mind that technology can be a boon, but it can
also be a nuisance. It’s often a very fine line.
But one point in their favor is that five years ago I reckoned I
didn’t need a mobile phone. Now I wonder how I would ever
live without it.
CAM MCGRATH
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