in the next year I suggest reading Everything Bad is Good For You by Steven Johnson which I finally got around to reading (way too late) this week. It's an excellent read that knocks the myth that modern day culture and entertainment is making us more stupid - I can't do his argument justice nor deploy the excellent examples he uses. As evidence, Steven points to the complexity of videogaming, the multistrand format of much of TV today and the social interaction of reality TV.
What makes it a thought provoking read to me is the issues it raises for brand communication. We are still, by and large, producing thin, 2D strategies and executions that have to live in a cultural environment of richness, nuance and interactivity. A world where one of the rules is not to tell everyone everything. No wonder people are getting bored by ads - they increasingly look like sitcoms from the 1970s.