We can lump this video in with the others that attempt to shed light on issues in society that matter while discreetly hawking their wares in the background.  The best form of advertising?  I’m not sure, but the commercial makes space for some thinking about how generational experiences are becoming increasingly stratified and foreign to one another.

Are today’s youth doomed to be nothing but cloistered vid-heads who only know nature through what they have seen on the screens of their tablets?  Possibly but I’m thinking that much of the fuss we see about losing out youth to technology is a direct result of our societies ruthless quest for economic productivity, seemingly at all costs.

productivity

Productivity has ever increased, but at what social cost?  Remember when only one bread-winner was required to live a reasonable life and raise children?  Successive generations have had to work harder for less money, just to stay in place.  Community life has taken a back seat to the lifestyle focused the individual and consumption – social technology directly feeds into our atomization and separation from others.

The leaders of our society have learned the lessons of the past.  All that New Deal/Civil Rights/ Second Wave Feminist scared them shitless and having witnessed what an organized community of like minded people can accomplish are doing their best to ensure that it (social change benefiting the masses) does not happen again.  People with common interests, common community and commitment to bettering their own interests change society.  Isolated lone-wolves mired in consumptive practices do not.  Hence witness the trajectory of our society in which the ‘tailored-experience’ is all the rage; the idea that making choices (ones that are carefully circumscribed mind you) is empowering; and sadly the idea that social power resides in competition and being ‘unique’.  These are all hallmarks of society geared toward preserving a status-quo that benefits a particular segment of society.

The video is playing up the same fears every generation has about the next.  Are some of the concerns valid?  I think so, but nothing that cannot be overcome with realization that social media friends are not the same as having friends in real life.  Sharing (not the facebook variety) your life with others is a necessary part of healthily existing in society and cannot be replaced by social media.  Can social media/technology be used to enhance and facilitate our social interactions?  Of course, but it is not a replacement for the attachment and community humans need to be healthy and happy.

Societal analysis aside,I for one am glad that video games have come as far as they have.  Video games are an immersive experience for me that allow me to spend some time outside of the real-world.  At the same time I do realize that video gaming is just one aspect of life and must be balanced with other pursuits/activities/interests.

Admittedly, one must be careful in allocating time to video gaming as hours seem to disappear, especially when playing with your friends .  It is very easy to lose yourself in the experience and come out bleary-eyed on the other-side wondering why the hell it is 2am and why you’re not sleeping. :)

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