Abstract:

The exciting question for the future is how revolution in technology meets evolution in human behaviour. With the study Future Media Trends we focus on the evolution of human behaviour: A theoretical framework for understanding this change is the concept of "liquid modernity". This approach points out that lives becomes more liquid: time use and time structure is no longer fixed, human togetherness is changing, real worlds become virtual worlds. "Liquid life' influences also media usage/habits and the relevance of brands. That implies more freedom of choice in all areas of human life. On the other hand, there is a risk of senselessness, missing structures, unattainability, and under-defined state of life.