When I went through the process of deciding how I would obtain the movie Blade; I thought about the following: (1) how can I get the movie quickly and (2) finding the movie without having to go out of my way to get it. This resulted in me renting the movie via a digital download.
DVD's are becoming obsolete, however the need for recorded entertainment remains. Thus providing growth for digital downloads and rentals or on demand experiences. The evolution from DVD's to digital access to media is a red queens event. I say this because digital media is the adaptation of DVD's. This adaption will allow rented, downloadable,or on demand access to media that was previously only available on DVD.
In McLuchan's tetrad, I would place DVD's in the rekindling/retrieves section of the tetrad because new technology has taken away the need of the hardware but the desire and need for the sevice is relevant. Digital media would be placed in the enhancment section of the tetrad because this technology builds upon the technology of the DVD's. It takes the development of the internet and streaming abilites and repackages the media found on DVD's to the format of these technologies.
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