Rather than emphasizing the past or the future, western culture increasingly exists in the present. In our media, politics, economy, and so on, there is only a blinkered vision of the here and now. Businesses cannot see beyond the next quarter. With a permanent financial emergency, politics is reduced to tactical fixes without long-term vision. Advertising tells us to ‘make the most of now’, and so on. A new combination of advertising and social media add a new twist to this.
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