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Why our culture will soon be emphasizing emotion over logic

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For centuries, Christmas has been an occasion to celebrate among close friends and family. Santa, a mythical tale of a red-nosed reindeer and kin singing a predominantly off-key version of “Deck the Halls” Her claus and present-filled stockings all enjoy under her one roof (or suffer) was a privilege. His 22-year-old software from the UK until his programmer, Neil Papworth, arrived on the scene in his 1992. His Orbitel cordless phone for £4. A year later Nokia introduced his SMS feature to mobile phones. Like long-range ballistic missiles, the Christmas message exploded around the world, and distance was no longer an obstacle.

Internet loyalty has historically been primarily associated with text-based blogs and web pages. Now it’s podcasts, videos, memes and reels.

Originally, text messages had a limit of 160 characters. This has fueled the birth of “txt spk”, indicated by the global dominance of abbreviated phrases such as LOL and ROFL. Christmas may have been truncated to Christmas, but it remained as expensive as ever. His message, especially for the first Christmas, was sold to an anonymous buyer last year for £90,000 as an irreplaceable token.

Thirty years after the original message, text has lost its place as a medium of communication. Today, SMS is only effective if you receive spam her messages and her OTP for online purchases that you will surely regret. Even in the larger context, we are moving into an online post-text world dominated by videos, memes, gifs and reels. and a world full of auditory stimulation. There’s nothing more addictive than that ‘sound’ when you’re craving a red light while driving to check your messages. Internet loyalty has so far mainly been associated with text-based blogs and his web pages. Now it’s podcasts, videos, memes and reels.

This shift from text to multimedia is affecting every aspect of our online lives. Consider edtech, for example. “Edtech has moved significantly from a traditional text-based approach to video and other multimedia formats,” said Jibin C. Joseph, head of digital strategy at Virallens Advertising, who has been with edtech for many years. I’m here. “But this does not mean that all teachers are happy with this change. , Let’s learn the concept of inertia in physics.You can teach it through a video of children traveling on a bus.When the bus stops, the children will move forward.However, if the student does not use inertia in multiple functions To apply it, you have to visualize it, otherwise you’ll be stuck with that one bus example.”

Joseph says the shift from text to multimedia mostly happened in India when data became cheaper. Otherwise, it was limited to the wealthy segments of society with access to broadband at home. A good internet connection was required to access multimedia. But when Jio started selling data cheaply, multimedia exploded. Usage spiked even more during the pandemic.

There are also other behavioral changes that this shift is causing. For example, you can promote a culture that values ​​emotion over logic. Catchy slogans and short memes work more on our sensibilities than our senses. The much-discussed long piece faces the noose. Narayan Rajan, his CEO at iVista, a digital solutions provider, said: “For example, they can bombard you with the message that THE WEEK is the number one magazine in India. If you see one, you’ll remember where you saw it and what it said, not here, it’s much more effective and much cheaper. You start believing the message without looking at it.No one is verifying it.”

This kind of digital advertising also reduces our attention span. Catchy logos and brand names are designed to “encourage attendees to move from one monetizable object to the next,” says Justin EH in his book Smith. I am writing. the internet is not what you think.

But wait a minute.It may not be the time to write a humble text message compliment. New research shows that reaching out to people in our social circles by text or email receives more than we think. “Through a series of pre-enrolled experiments, we found that people are very underestimated as to how much they appreciate a helping hand.” said the American Psychological Association’s Journal of Personality and Social PsychologyAccording to psychologist and author Marisa Franco, we are reluctant to reach out to friends and family because of a “preference gap,” or “a tendency to underestimate how well liked we are.” that’s right. So pick up your phone and text your loved ones. Don’t wait for it to become a topic. Be a “dinger” not a “dinghy”.