Media landscape synonym1/4/2024 ![]() The words upon words about how the metaverse would change the face of media were words dedicated only to the metaverse’s narrowest manifestation. People were asking, Is the future finally here?īut the word “virtual” became a synecdoche – meaning a part becomes a synonym for the whole, like when we describe a new car as “new wheels” – that in turn became a magnet for the industry’s hyperbole. Thus, commentary centring on virtual worlds, virtual currencies and virtual reality seemed to generate excitement. Writing about virtual worlds, William Gibson, Neal Stephenson and Ernest Kline, wittingly or unwittingly, had set our expectations. Usually, a confusion over the relationship between its selective parts with the whole.Īt some point the metaverse became synonymous with the word “virtual” – thanks to its overuse in culture. The metaverse has long-been hampered by the problem of mis-definition. You just need to understand what the metaverse is and, more important, what it is not. In fact, the metaverse is still an inconceivably vast and brilliant opportunity and remains deliciously untapped. Like the cat that mistakes the stove lid for its temperature. Liberated from toeing the line, marketers feel empowered to say: “It was never going to work, was it?”īut I would argue that this is not true, and those lining up to tear down what they once lauded are drawing the wrong lessons from failure. Some in the industry appear to have been burned by a hot stove lid and are now warning against the whole enterprise. ![]() In this case, it wasn’t the stove or its lid that injured the cat, but the application of heat.Īnd so, the metaverse. We fall foul of the logical fallacy of “composition-division” assuming one part of something applies to all parts. Twain’s maxim summarises how we misunderstand failure. But, he added, it will now never sit on a cold one either. ![]() Mark Twain said the cat that sits on a hot stove lid will burn itself and will never sit on a hot stove lid again. Opinion Instead of virtual land and virtual shopfronts, start thinking of the metaverse like the offspring of twin technological advancements - the internet and gaming - and carrying half of the DNA of each. ![]()
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