Despite the many wonders technology has bestowed upon humanity, many people doubt that it is the answer to everything. In fact, some groups, consisting of highly respectable experts, suggest such can do more harm than good. According to Douglas Rushkoff, an esteemed professor and media theorist, the social media, Big Data and digital technology, in general, stands in the way for marketers to connect with end consumers effectively.

Social MediaIn an interview with the Professor, Rushkoff beamed with confidence and enthusiasm about his stand. His perception about the social media differed from what most experts say and may seem highly controversial, but the man gave interesting points. He expressed his displeasure with what has come to the marketing world, stating, “I don’t know what’s happening anymore.” He continued his talk by saying. “Everything rings at once, and everything refers to something else.”

Rushkoff specializes on creating assessment on certain connections that are missed. As one of the most respected theorists, professors, authors as well as business consultants, he lives and breathes people’s ability to connect with another person or an idea through different media. He referred to multitasking, a practice, which is popular today, as dangerous and chaotic.

He took it upon himself to research about how digital disruption hinders with social interactions and society’s value creation. He carefully dissects each aspect of the media and messaging disconnections from other countries and even governments. He then makes an analysis on the cognitive response of people to communications on both micro a macro levels. He stated that, “marketers are the ones who have been the most interested in how media is changing because, in some ways, they’re the ones with the most at stake.”

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After studying the arts of filmmaking and theater direction in Yale, Rushkoff ventured into new endeavors and eventually landed a job as a media strategist in 1991. It is during this year when he started writing his book, Cyberia, which talks about cbyer culture. Unfortunately, his career as a writer took a hit when his publishers canceled his book.

Today, he teaches media theory to college students hoping to spread some light on some of what he think are unacceptable in today’s culture. He also just recently assisted a school’s center for media studies where he discusses how the complex state of digital media is changing human interactions, and impeding marketers’ progress.