Luddites @ communication industry

Successful leaders can transform technological resistors into adopters.

EMBA, Master’s Thesis
Berlin School of Creative Leadership

Class:
2008-2009

1. Supervising Tutor:
Doug Guthrie

2. Supervising Tutor:
Dr. David Slocum

Editing Time from:
February, 2008 until: July, 2009

Berlin, Germany

Abstract

The first chapter of this research shall present a historical context in advertising from the nineteenth to the twenty-first century. A concise summary intends to provide an overview of advertising’s evolution with the advent of new technologies and how this has affected its professionals. The main points that shall be explored are: 1) the speed of new technologies, 2) the ways in which advertising behaves with respect to paradigm shifts in consumer behaviour, and 3) how any form or shape of communication has always been closely linked to new technologies and changes in people’s lives.

The second chapter shall explore the impact of paradigm shifts as a result of new communication technologies in consumption society and how advertising has had to adjust itself in trying to follow the transitions in the daily lives of consumers.

The third chapter shall investigate a group of people in the communication industry that is resistant to new technology by means of an interactive project called Madproject1. The end of the chapter will discuss the Luddites, who are one of the main focuses of the present research.

The fourth chapter shall present a historical analysis of the Luddites since their appearance during the Industrial Revolution until the advent of Neo-Luddites in today’s world. It shall also explore the main causes for the Luddites’ failure in the nineteenth century and also attempt at drawing some conclusions and lessons learned in order to compare them to the new-technology-resistant professionals that work in advertising nowadays.

WHEN SPEAKING OF THE INDUSTRIAL REVOLUTION OF THE END OF THE SEVENTEENTH CENTURY IN ENGLAND, ALWAYS THINK ABOUT INTRODUCTION OF TEXTILE MACHINERY AND HUGE JUMP IN PRODUCTIVITY ENTAILING, BUT RARELY ARE GIVEN THE CREDIT TO THE NETWORK CHANNELS THAT LOADED COTTON , COAL AND PRODUCTS THROUGHOUT THE COUNTRY, MOVING FROM A RIVER TO ANOTHER, TO THE SEA. THIS WAS THE INTERNET THAT PERIOD.

Carlota Perez

The final chapter will be presented the interactive questionnaire called Madproject and the final considerations of this research. The goal of the work will show how successful leaders have the potential to transform professionals that are resistant to these new technologies into adopters.