File:ITunes Store screenshot.png

File:Redbox logo 2.jpgI went straight to iTunes to complete the Phillip K. Dick assignment. Ten years ago, I was a blockbuster member, but I now currently use either iTunes or RedBox. I used to go to Blockbuster for the selection of movies. Now I can get File:Blockbuster logo.jpga better selection on iTunes without having to leave my home. iTunes rentals are about $3, about the same as I used to pay for Blockbuster without the gas and time added in.  RedBox is a vending machine located at my grocery store that rents new releases for $ .99. The lack of selection is offset by the cheap price. I already owned two Phillip K. Dick movies on DVD, so I could have completed the assignment without renting a movie. I decided to watch a new one that I hadn’t seen before, A Scanner Darkly.

McLuhan’s Tetrad

EnhancesVideo On Demand allows consumers to have a large selection of movies without leaving their home. ObsoletesVideo On Demand obsoletes video stores.
RetrievesVideo On Demand returns entertainment to the home. 100 years ago, families entertained themselves by playing musical instruments around the fire. Video On Demand allows families to choose how they spend their free time by giving them movie choices from home. ReversesIn the future, production costs for premade movie purchases will be non existant because the movies do not need to be pressed on DVDs and packaged

File:Tenniel red queen with alice.jpg

Thornburg (2008) defined a Red Queen as two technologies competing with each other to try and maintain market share (p. 12). I think a better example of a Red Queen would be the competition from iTunes and Netflix. These two File:Netflix Logo.svgcompanies offer the same services and are competing for marketshare. Since I have been happy with the service and selection of iTunes, I have not tried NetFlix, but I know that it offers the same video on demand services.

Another example of a red queen is the Sony Ebook and the Amazon Kindle who are both trying to gain market shares. The emergence of the iPad may turn out be a disruptive technology however.

An example of Increasing Returns would have been the fight between Blue Ray and HD-DVD formating. Blue Ray has won.


Thornburg, D. (2008). Red Queens, butterflies, and strange attractors; Imperfect lenses into emergent technologies. Lake Barrington, IL: Thornburg Center for Space Exploration.