Red Queens and Increasing Returns
Thornburg defines Red Queens as two technologies that are in fierce competition with each other to gain an advantage over their competition by meeting new needs and becoming better (Thornburg, 2008c).
Arthur defines increasing returns as “the tendency for that which is ahead to get further ahead, for that which loses advantage to lose further advantage” (Arthur, 1996, p. 100).
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? Actually, I borrowed a copy of Total Recall on VHS so this is what I used to view the movie. I have a combo VHS/DVD player.
Is the current competition between DVDs and video-on-demand an example of increasing returns or Red Queens? Based on what Dr. Thornburg stated on increasing returns, the competition between DVD and Videos on demand (VOD) would fall into this category.
Justify your response with sound reasoning and specific examples. Over recent years, some of the major movie rental stores have closed. I would say this is due to the momentum in sales of VOD. I have adopted this method in the past year. Although the movies are not as current, the convenience is what increased sales. DVD’s are delivered to your mailbox or may be watched instantly through Netflix, etc.
Where do you think DVDs and video-on-demand are on the four criteria of McLuhan’s tetrad?
ENHANCES: More control in viewing movies; playback is easier to control
OBSOLETES: VHS have been replaced with the DVD’s
RETRIEVAL: Allows one to play movies which began with VHS
REVERSES: Loss of information from damaged DVD’s
References
Arthur, W. B. (1996). Increasing returns and the new world of business. Harvard Business Review, 74(4), 100-109. Search using the Business Source Premier database by the article's title.
Thornburg, D. (2008c). Red Queens, butterflies, and strange attractors: Imperfect lenses into emergent technologies. Lake Barrington, IL: Thornburg Center for Space Exploration.
Thornburg, D. (2008c). Red Queens, butterflies, and strange attractors: Imperfect lenses into emergent technologies. Lake Barrington, IL: Thornburg Center for Space Exploration.
