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Building Electronic Relationships

6

Evolution of Media & Early Adopters

Evolution takes place in all systems, biological and otherwise—

occurring by natural selection, the process that results in the adaptation of a

thing to its environment by means of selectively reproducing changes in its

constitution through spontaneous mutational change (Darwin, 1993). This

premise expands to include communications systems. Not only has

technology rocketed media into a realm never envisioned, it also allows for

for a multiplicity of uses—one being the nurturing of customer relationships.

Mastering these customer relationships will likely be key to

successfully operating in the information economy. Communicators’ minds

and skill sets will be critical for competitive advantage (Berthon, 1996).

Early television was heralded as the courier of a more educated

society—a vast wasteland ensued with commercial ventures forming its

foundation; the Internet is headed down a similar path. “The promotion of the

Internet as an invaluable tool is the message of the computer industry, and

only subsequently the voice of educators” (Mickey, 1998). This is a cultural

studies approach to modern public relations practice.

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