06 May 2007

A Desire for Borders

When Marty Neumeier explained the evolution of marketing and advertising in his book, The Brand Gap, he said that corporate messages have been designed and directed to particular tribes since around the year 2000.

He said that Marshall McLuhan’s 1960s vision of a global village, where technology was supposed to dissolve all national, economic and cultural barriers, will never be achieved.

Neumeier said that what exists now instead is “a global communication network, an electronic layer on top of the old divisions that influences [barriers] and adds to them, but doesn’t replace them.”

He argued that humans actually need barriers to feel safe.

He wrote, “The faster globalism removes barriers, the faster people erect new ones. They create intimate worlds they can understand, and where they can be somebody and feel as if they belong. They create tribes."

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