Philippine E-Journals

The New Communicator as Consumer: The Call Center Agent Serving and Becoming Consumers in a New Media Ecology

Brian Saludes Bantugan | Emmanuel Ballecer | Ruly Cagadas | Joy Chacko | Manuel Oyson | Praxedes Paloma | Johnathan Rondina

Discipline: Business

 

Abstract:

Marshall McLuhan (1964) in Understanding Media predicted that the final phase of the extensions of man will be a technological simulation of consciousness. The development of information and communication technologies that make possible media integration and the expansion of the applications of the Internet seem to mirror this prediction and the adaptation of economic and work processes that impinge upon other social structures like education and governance and personal processes like personal relationships and interactions create a new system that is quick to respond to change as a result of more cybernetic dynamics that are integrated at the global scale. With more reflexivity in place due to technological advancements, not only is human consciousness simulated at the global scale but also new relationships that create a new ecology.