In “What is New Media?” Lev Manovich discusses the evolution of new media. We make our lives easier by searching for ways to find something that already exists somewhere. This sets the stage for media databases, which fill “the need for new technologies to store, organize, and efficiently access these materials” (35). Obtaining information quickly has become the focus. We continue to look for ways to make everything organized and efficient. For example, the popularity of the iPod was its ability to store and organize songs for the busy person. Organize songs by artist, playlist, title, album, genre, etc. Instead of sorting through songs we no longer listen to, we can customize our iPod tunes. The compact design allows people to carry it with them daily. No longer do we need to use a CD-player or a Walkman. Simply charge your iPod and you are ready to go.

“The logic of new media thus corresponds to the postindustrial logic of ‘production on demand’ and ‘just in time’ delivery logics” (36). Online companies always try to discover new means of selling their products to consumers. They bank on this “postindustrial logic.” Amazon and Netflix sell users entertainment online with the click of a mouse. Within several days, a package from one or both of these companies arrives in the user’s mailbox. The inconvenience of driving to a Barnes & Noble or Blockbuster is no longer the case. We can order anything online. A problem with this current logic is that it will continue to propel itself forward. Companies will seek faster ways to deliver a product to the customer but where will this lead? We see a trend in decreasing CD sales in part from music piracy and online music companies such as iTunes. True, there are people who enjoy going through a music store, but the ability of accessing or buying tunes online may push the once common music store into obscurity.

Variability is one of the characteristics of new media. “The principle of variability exemplifies how historically, changes in media technologies are correlated with social change” (41). Specifically, old media corresponded to conformity and new media, individuality. Before, people had to go to the movies to see the blockbuster movies, but now, we can select our movies from Netflix, and perhaps delve into “the long tail” of “misses.” Our society has made old favorites and independent films available to the masses. Media technologies make it possible to choose. Though new media has encouraged individuality, conformity still exists. People will go to movie theaters to watch the latest blockbuster. Our generation’s emphasis on individuality does not erase the older emphasis on conformity. If we look at the popularity of online social networking sites, we realize that teenagers will create profiles to “fit in.” Sure, you can customize your page but in the broader sense, you are conforming.

Information is available in many forms: the user chooses which to access. “Menu-based interactivity” customizes output based on the user’s input (38). To increase efficiency, we have programmed computers to link related information. This limits the irrelevant material and takes us directly to what we seek. With the new age of iPods, we have put more emphasis on the individual over the masses. We can choose what we like, rather than learn to like the latest “hit” song.