Even formats like the museum, an institution we perceive as culturally static, have significantly changed through the centuries. The concept we now take for granted, of sitting quietly and absorbing a theatrical work, was largely the work of one man, Richard Wagner, who wrote a new form of opera that deliberately sacrificed a form of audience interaction for greater complexity, and as such had to make the very hard sell to audiences of a new form of consumption that demanded greater restraint on the part of the audience. Instead, the sequences of interactions with displays of media we call “consumption” are largely thought of as an automatic, unchangeable behavior, like eating or breathing.īut this, of course, isn’t true the appropriate way to consume media varies, widely and often. Fundamentally, the consumption of media is learned behavior to sit still and absorb information, or to react in appropriate ways, is not a behavior we’re born with, and we all pick it up so quickly that society has learned to stop thinking of it as an acquired behavior. Something I feel we all take for granted in our modern media-saturated society, where we casually interact with media all the time without really thinking about what we’re doing, is just how instinctively we know how to do it.
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