The following video was brought to my attention by a coworker as we both love watching stuff being presented at the TED conference. Alas, this video continues what I believe is a false cultural perception about the increasing general dehumanizing nature of technology. Admittedly it needs to be a bit bias, it’s a Nokia ad. But there is something that the ad misses about why these technologies succeed.

From the big screen to the small, the ad would have us believe that what was once shared (the big screen), was lost in the next two steps (TV & computers) but wonderfully recaptured in this latest iteration, specifically the N-Series Nokia devices. Um… bullshit.

The one constant across the fabled four screens is the shared nature of the experiences. Whereas the shared nature of the big screen is immediate, what worked for TV, the second screen, was talking about ones favorite TV series or episodes with fellow fans later. The success of the media itself was and is dependent on the number of eyeballs watching and the number of eyeballs watching is dependent, largely on the conversation surrounding the series. Whereas the shared experience is largely immediate with the big screen, it’s no less real for the small screen, just less immediate. The ad says that the experience is “Private.” Perhaps, but if the producers want to be successful it must, by nature, be communal on a massive scale.


So the third screen, the computer screen, bane of all that is good and human in the world; If all of your experiences of this screen is Excel spreadsheets and corporate email, God help you and we’re very sorry for you. But just like the TV experience, what is good and works is what connects us via this particular screen. IM (instant messaging), chat, social networking, webcams, email and gaming are all aspects that can connect us in a way that isn’t possible by any other means. With this third screen the connection is both in real time and “time-shifted.” And gaming, specifically listed in the ad, is successful because it is a shared experience, either in-real-time, or the same conversation had about favorite movies (1st screen) or TV shows (2nd screen). Contrary to popular belief and this ad, what works with gaming in particular and computers in general, is the common experience of the journey, struggle and triumph either as a clan or even as an observer. The storytelling and experience of the first screen, movies, is continued with this third screen in a powerful way that surpasses the passive experience of the first screen. Third screen, gaming and computers, FTW!

So, this fable fourth screen, the savior of all that is connected and good in the world, follows the same pattern: whatever works with the third screen applies to the fourth screen. The lie is that because it’s portable, where one can enjoy media in the presence of ones community then it must be more connected. Again, bullshit. It’s not the portability that makes it more connected, it’s the video conferencing, TM and IM, network gaming, apps that connect to all of the social networking. The portability makes it something that can be experienced away from the desktop or a set location, but it’s the activity, the shared experience, that makes it more connected, not the portability. The imagery that we’re all getting back together and reconnecting because of this fourth screen is largely fictional. We’ve always been connected but the potential and power is much much greater, and now, more portable.

The unspoken truth about gaming and technology is they can take connectedness to the next level, combining the shared experience with interactive participation and freedom from location or time limitations. Except for the fringe anti-social users, who would be anti-social regardless of the technology, the truth is that we are reaching an unprecedented level of meaningful human connection, not due to some portable device but because that is what humans do when the possibility of connectedness is realized. If your experience of technology is dehumanizing and disconnected perhaps you should examine your usage and not blame the technology but your own inability to look someone in the face and say, “Hi.” jbb

*Original source: http://www.speedofcreativity.org/2008/07/25/will-the-4th-screen-bring-us-together/