And so to the last week of term, early this year because of a late Easter, and the final week of teaching in the inaugural Journalism Technologies module at the University of Huddersfield. Wrestlemania overnight on Sunday cut the lecture attendance a bit (although some students came straight in having not been to bed, which shows a remarkable commitment to both professional wrestling and academic life).
The lectures up until now had been preoccupied with the present day and the very recent past. So it seemed sensible to use the final one in the series to look into the future, and speculate on some of the developments we might be able to expect in media in the coming years. Likely to play an increasingly significant role in our world more generally is the sharing economy, and with its tradition of freelancing and part-time work, there’s no reason to doubt that more journalism will be done this way. At the centre of this part of the economy are the rising giants of Uber and AirBnB, and so the first section of the lecture traced their stories, the problems they’ve recently faced, and where they might go next.
One intriguing battle dominating the thoughts of many industrial leaders, from Uber to Google and GM and Ford, is to be first on the grid with a driverless car that really works. The reason why this is potentially vitally significant for the media: a potentially dramatic increase in the amount of leisure time for commuters and drivers, which they will probably spend, well, consuming media. Might an Uber TV be the next Sky or Netflix? If it is, then a taxi company which doesn’t own any taxis will suddenly become one of the world’s most important media companies. But then, companies that already fit that bill used to be just social networks, computer makers and online bookshops, so Uber would just fit into a well-established trend.
If there is a lesson, is that’s to see the future of media, we probably need to look outside what we currently think of as the media.