Social Evolution — Gaining
Ground Through the Internet

By Joseph Mackey, CEO, Evolution Media Group

WHAT IS SOCIAL EVOLUTION?

It seems appropriate to begin this article by attempting to objectively define "social evolution". Keeping in mind that one's man's idea of social evolution might not match up with another man's, and that you might hear quite different definitions on the floor of the U.S. Congress or the U.N. General Assembly, I'll give it my best shot.

Social evolution must begin with objective truth. Lifting the veil of false notions about life, living and the human condition must be the very first step. Personal empowerment - the ability and the will to take positive action fueled by truly unbiased information - should be the foundation for social progress in all areas such as health & safety, moral ethics, spiritual awareness, relationships, parenting, education, entertainment, housing, science, government, environment and economics. It's really about the concurrent personal evolution of many individuals, and its resulting effect on society as a whole. And it's certainly about learning, especially from our past mistakes.

EMG has been researching the emerging role of online education as a major force in the progressive evolution of society. Before the birth of the Internet, information and ideas flowed primarily through hierarchies - governmental agencies, churches, universities, major media and corporations - and it then flowed down to the masses. Today, the entire body of human knowledge and experience can be searched online, by anyone, within minutes. Hierarchies, even within the most rigid institutions, are now giving way to social networks. Today millions of individuals and fledgling organizations compete directly with legacy institutions, often challenging long-held beliefs and opinions in the areas of politics, education, healthcare, science, news analysis, childcare . you name it. The world is moving... changing... evolving... at an unprecedented rate. The total amount of knowledge that was amassed and recorded from the beginning of civilization up until 1999, actually doubled again from 1999 to 2003! Hard to believe, but true nonetheless.

For a small sample of what's going on in the area of social evolution, pay a visit to EMG's list of online resources, which provides direct links in a wide range of relevant categories.

NOTES ON THE DIGITAL DIVIDE

When one considers how the Internet is playing such a role in the evolution of society, the term "digital divide" takes on a whole new meaning. The immense opportunities made available through low cost digital technology cannot be ignored. For example, isolated communities throughout the world are using digital technologies to instantly reach out across the entire planet, celebrating cultural diversity and establishing direct and quite profound social, political and economic networks.

Everyone needs low-cost access to knowledge, especially those millions living in poverty - right here in the U.S. PC hardware and software is quickly reaching a new plateau where full communications and multimedia capability can be had for less than $600. When combined with free or low-cost access to robust streaming educational content, the only thing a person needs is exposure to the edu-media that will have meaning for them. It may take a few more years, but pathways to personal empowerment will begin to reach every corner of society.

E-learning is beginning to play an important role in correctional facilities, where prisoners can access a steady stream of positive reinforcement, communication skills, career counseling and training programs. Structured prison system intranets are showing great promise as an aid to inmate rehabilitaton. Even online penpal services are helping prisoners to connect with the outside world in constructive ways.

TRADITIONAL MEDIA & THE NEEDS OF YOUNG PEOPLE

Young people are often seen as apathetic and lazy. A more accurate observation is that they are disenfranchised by dominant media influences. The problem is not with young people, but with the fact that politicians and political discourse make no attempt to address their real needs. And when it comes to news media, the problem is not that young people have abandoned these media, but rather that traditional forms of news media have abandoned them. Thus, one could argue that news media are making no attempt to address themselves to young people in any relevant way, or to reach out to young people's experiences and life worlds. Youth in America are largely treated as consumers by the media, and this fact is obviously to even casual observers. The media has in many cases created the lives of our children. The gap in social and political communication that arises is being filled by new media, and particularly by the Internet.

This argument poses a challenge for traditional media, to find new ways of reaching out to young people. But it also challenges us to rethink our conception of citizenship. Old ideas of citizenship were based on duty and responsibility, but these ideas have given way to new ideas, which are more diverse and fragmented, more interactive, and more tied up with consumption, including media consumption.

Here, therefore, are two contrasting interpretations of the changing relationships between young people, media and citizenship. Yet despite the differences between them, they are bound to agree that the media are central to the political process, to participation in society, to citizenship, and to the formation of social identity. Things need to change. The Internet, with a million channels broadcasting from all corners of the globe, is filling the void by meeting the needs and demands of so many niche markets. This is grass roots at its very best.

MEDIA EDUCATION

Over the past decade, we have seen significant changes in children's media culture - changes that are not just technological, but also economic and political. We have seen a move away from the traditional public service ethos, in which children were often addressed in very paternalistic ways, and have shifted more towards a global, commercially-driven, multimedia system. Children are now growing up in a much more diverse, complex, demanding media environment than was not the case even twenty years ago. The result is a new generation numb to the world around them, starving for even a small dose of reality and humanity, and an epidemic of Attention Deficit Disorder.

Media education must play a very important role here. Arguments for media education traditionally employ the concepts of citizenship. But when one considers the full spectrum of social evolution the task of media education is a much broader issue. In fact, the myriad problems we face today are largely due to the media having ignored areas such as health & safety, moral ethics, spiritual awareness, relationships, parenting, education, entertainment, housing, science, government, environment and economics - in a truly holistic way. The dominant media (and its corporate advertisers) is so often in juxtaposition to these concerns. Again, the Internet is changing that, and quickly. Society is transforming before our very eyes, and young people are using the Internet to band together to reclaim their birthright. Seniors too!