About frequency and rhythm in communication.
The theme leads us straight to a question: what is the purpose of the technological tools
that serve us and overwhelm us at the same time?
Traditional thinking tends to address this growth on data transmission capacity as a negative thing, because a higher volume of information is related to more shallow messages.
This line of argument is actually pretty rational and it’s based on the fact that quality can only be achieved by maximum concentration of time and space resources, or at least it used to be. This is not denying this main argument, but bringing up a different idea, based on the fact that digital technology radically changed the time dimension of communication, and, in terms of space, is not even comparable.
So time and effort depict a real spiral that can lead to quality if we talk about a piece of bread, or a collar, or even a video- if we need to make all the cuts in perfect timing and address all the details that will make it a real piece of art, but communication itself has already been changed by a frequency and a volume of data transmission that can be translated into the old paradigm in one word: saturation.
People, especially well educated communicators, usually worry about the effect their products are having in their context, treating each specific product as a jewel that will shine and bring light to the dark cave of digital confusion, imagining that communication is just a tool and not a part of a cultural system. Thinking this way is not only being blind but thinking of ourselves as artists of the cultural product. You don’t use communication as an arrow that hits and kills, and the most people you can hit at the same time the better, but as a boomerang that draws a circle and it’s part of a bigger spiral that is called society, and luckily, if you did things right, you’ll catch something.
This is why rate is useful, and possible. There’s an interesting study case in the hip hop community as a cultural phenomenon regarding the way their communication paradigm is built. While traditional (and dead) rock’n’roll is all about reflection on, and expression of, the pure self (and also, ego), hip hop is all about dropping that single. A quick peep into this system shows us how this is a matter of having a big minority with a strong sense of class-consciousness in a wild capitalist system, and the result is a fast, DIY mass of music, pictures and videos that built what we understand today by hip hop culture.
This puts us in the position of, if we see ourselves as a part of the community we are working on, making a step back and seeing what are the main speech lines in which that culture is developed. After that, it’s only a matter of adaptation and readaptation of a series of messages that fall like rain water into a river. Everything is already there, and it flows towards an ocean of salty oblivion that gets closer with every drop we throw.
At the same time, nevertheless, you as a communicator are a person yourself, right? Just as unique as every moment that we live. The reason for thinking about this is because this system-oriented thinking can also take us straight to force every message to fit the mainstream, which turns water into oil, or something thicker and disgusting. The whole purpose of talking about the bigger picture is seeing that even a communicator as a person is already a part of it, so whatever instinct that flows through her or him makes as much sense as building a theory of higher data rate as a communication model.
RESEARCH BY GUIDO LOIS