GDI: The innovative power of media
The GDI's Media Disruption Map shows which media technologies have what it takes to disrupt and which lack social acceptance for a breakthrough.
Digitization is turning the media world upside down. New technologies are leading to new media formats, different user behavior and competitive conditions. Media companies must face up to the changes. This requires a forward-looking view of the changes in the media world. The Media Disruption Map provides such a view: It shows which media technologies will play a role in the future.
According to the GDI, a media technology must master two challenges in order to develop its innovative potential: First, it must be invented and implemented (technological feasibility), and second, it must be accepted and used (social acceptance). Both hurdles are not suddenly overcome by surprising upheavals or quantum leaps. They are subject to continuous processes, which are depicted in the Media Disruption Map as seven stages of increasing feasibility and acceptance.
Examples from the Media Disruption Map illustrate the processual changes in the media world:
- Internet TV is technologically very mature and already so widely accepted that many consider the technology part of everyday life.
- Memory enhancement: Implanting memory chips into the brain is the subject of controversial public debate and is technically at the experimental stage.
- Babelfish: The desire to master all languages with the help of intelligent translation programs is highly desirable socially. However, the Media Disruption Map shows that their development is still in its infancy.
See the whole Media Disruption Map an.
The media concepts listed in the Media Disruption Map are taken from the GDI study "Public 4.0" commissioned by SRG and Gartner's "Hype Cycle for Media and Entertainment" (2014). The concept of the Disruption Map emerged in 2014 from a collaboration between the GDI Gottlieb Duttweiler Institute and Cisco. The positioning of the individual concepts on the axes of technological progress and social acceptance is based on the collective assessments of GDI and SRG. (pd)
