This author argues the paradox of today’s media. The trend of today’s trend is “customisation”. He has some examples, such as computer and TV, and explains about the paradox.
Customisation can be said personalizing, which allow us to arrange media contents according to our favours or style. The benefit is we do not have to keep and see unnecessary contents or functions. However, he suggests that it isolate us from others. For example, he says internet television offer uncountable programs form all over the world, which show globalization of broadcasting. On the other hand it also another function which analyse users favour and suggests on screen. Usually we call it customisation, but it also can be defined the opposite function to globalizing movement. The author says that we have to pay attention to this paradox.
I have been using mobile phone nearly 10years. When I bought my first mobile phone, it was the beginning of popularization of mobile phone. Compared my first phone and latest one, the biggest difference is I can change the contents or not. Looking at my mp3, it also has same change. This is “customisation” which this author says in this reading. Not only devices, more obvious this trend can be found in website. For example, once you log in to youtube, it analyse users favourite video automatically by the record what user have searched or watched. I am always surprise the recommends because this analysis is pretty correct. Here, same paradox which author mention by using internet television. Youtube is internationally shared website, it is possible to watch overseas videos, also have many video categories. However, it shows my favourite (it is still guessing) on the first page. Sometime, I feel bit annoying when I try to find something new. Like author says, this paradox is still hidden behind of the positive aspects, but I think it is not only me who feels uncomfortable and gored this “customisation”.
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