Mark Pesce, a media professor at the University of Sydney, lectures on his “Hyperdistribution Theory.” The theory is predicated on a few assumptions: the internet’s revolutionizing effect on content distribution has transformed how advertising must relate to content, and also how viewers react to advertisers.
Traditional advertising is increasingly losing its effectiveness. One marketing trade publication said that television advertising is only one-third as effective as it was in 1990. Only 14% of people say they trust it, and only 16% are even watching the ad. So television advertising as it has existed is not sustainable.
When Rome fell and libraries were burned, all the works of Epicurean poet Lucretius nearly disappeared. It’s understandable that the Church would go after Lucretius, as he excoriated religion. His master work was called “On The Nature of Things.”
The Dark Ages snuffed out the book, and with it, most details of Epicuranism – the view that the universe is atomic, made of matter, and our behavior should be based on the idea that fear destroys, and that a balance of knowledge and humility is the key to happiness (though you can’t get enough of both).
“And don’t tell me God works in mysterious ways,” Yossarian continued, hurtling over her objections. “There’s nothing so mysterious about it. He’s not working at all. He’s playing or else He’s forgotten all about us. That’s the kind of God you people talk about—a country bumpkin, a clumsy, bungling, brainless, conceited, uncouth hayseed. Good God, how much reverence can you have for a Supreme Being who finds it necessary to include such phenomena as phlegm and tooth decay in His divine system of creation? What in the world was running through that warped, evil, scatological mind of His when He robbed old people of the power to control their bowel movements? Why in the world did he ever create pain? … Oh, He was really being charitable to us when He gave us pain! [to warn us of danger] Why couldn’t He have used a doorbell instead to notify us, or one of His celestial choirs? Or a system of blue-and-red neon tubes right in the middle of each person’s forehead. Any jukebox manufacturer worth his salt could have done that. Why couldn’t He? … What a colossal, immortal blunderer! When you consider the opportunity and power He had to really do a job, and then look at the stupid, ugly little mess He made of it instead, His sheer incompetence is almost staggering. …”