Building Electronic Relationships
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.