Disruption is the Core of Everything

Abstract

Using disruption as a release of order is among the most common and effective strategies of today's media world. Media content has facilitated to experience a sense of chaos, excitement and utopia so alien to nowadays rigid every-day life. Media content interacts with its viewers via multiple channels such as social media, magazines, billboards, cinema, radio, TV, gaming as well as events (just to name a few). Media and its advertising offers today's audience a portal for ‘dreaming and making it big’ without any risk or effort, for becoming a star without any talent, in short; for a disruption of ones own reality and celebration of ones own (in)significance. Now this escapism of media and its advertising is not something new but the need for innovative ways to disrupt the audience’s reality has grown exponentially in recent years. For this reason, it is important that researchers, media developers, advertisers and consumers become aware of the nature of media content and its impact. Researchers are in a unique position to help consumers understand the impact of disruption in regards to media content. How can one remain a healthy lifestyle, practice healthy expectations of life and be satisfied by what one has rather than by what one could have? The emergence and practice of media content and its advertising as a utopian tool of capitalism is the anti-movement to any real or religious values.