Lesson 7 - Choosing Media

Although text can come in many formats, I want to focus particularly on the role of the book, because of its centrality in academic learning. The book has proved to be a remarkably powerful medium for the development and transmission of academic knowledge, since it meets all four of the components required for presenting academic knowledge, but to what extent can new media such as blogs, wikis, multimedia and social media replace the book in academic knowledge?

New media can in fact handle just as well some of these criteria, and provide indeed added value, such as the speed of reproduction and ubiquity, but the book still has some unique qualities. A key advantage of a book is that it allows for the development of a sustained, coherent, and comprehensive argument with evidence to support the argument. Blogs can do this only to a limited extent (otherwise they cease to be blogs and become articles or a digital book).

Quantity is important sometimes and books allow for the collection of a great deal of evidence and supporting argument, and allow for a wider exploration of an issue or theme, within a relatively condensed and portable format. A consistent and well supported argument, with evidence, alternative explanations or even counter positions, requires the extra ‘space’ of a book. Above all, books can provide coherence or a sustained, particular position or approach to a problem or issue, a necessary balance to the chaos and confusion of the many new forms of digital media that constantly compete for our attention, but in much smaller ‘chunks’ that are overall more difficult to integrate and digest.

Another important academic feature of the text is that it can be carefully scrutinized, analyzed and constantly checked, partly because it is largely linear, and also permanent once published, enabling more rigorous challenge or testing in terms of evidence, rationality, and consistency. Multimedia in recorded format can come close to meeting these criteria, but the text can also provide more convenience and in media terms, more simplicity. For instance, I repeatedly find analyzing video, which incorporates many variables and symbol systems, more complex than analyzing a linear text, even if both contain equally rigorous (or equally sloppy) arguments.

Does the form or technological representation of a book matter any more? Is a book still a book if downloaded and read on an iPad or Kindle, rather than as printed text?

For the purposes of knowledge acquisition, it probably isn’t any different. Indeed, for study purposes, a digital version is probably more convenient because carrying an iPad around with maybe hundreds of books downloaded on it is certainly preferable to carrying around the printed versions of the same books. There are still complaints by students about the difficulties of annotating e-books, but this will almost certainly become a standard feature available in the future.

If the whole book is downloaded, then the function of a book doesn’t change much just because it is available digitally. However, there are some subtle changes. Some would argue that scanning is still easier with a printed version. Have you ever had the difficulty of finding a particular quotation in a digital book compared with the printed version? Sure, you can use the search facility, but that means knowing exactly the correct words or the name of the person being quoted. With a printed book, I can often find a quotation just by flicking the pages, because I am using context and rapid eye scanning to locate the source, even when I don’t know exactly what I am looking for. On the other hand, searching when you do know what you are looking for (e.g. a reference by a particular author) is much easier digitally.

When books are digitally available, users can download only the selected lessons that are of interest to them. This is valuable if you know just what you want, but there are also dangers. For instance in my book on the strategic management of technology (Bates and Sangrà, 2011), the last lesson summarizes the rest of the book. If the book had been digital, the temptation then would be to just download the final lesson. You’d have all the important messages in the book, right? Well, no. What you would be missing is the evidence for the conclusions. Now the book on strategic management is based on case studies, so it would be really important to check back with how the case studies were interpreted to get to the conclusions, as this will affect the confidence you would have as a reader in the conclusions that were drawn. If just the digital version of only the last lesson is downloaded, you also lose the context of the whole book. Having the whole book gives readers more freedom to interpret and add their own conclusions than just having a summary lesson.

In conclusion, then, there are advantages and disadvantages of digitizing a book, but the essence of a book is not greatly changed when it becomes digital rather than printed. I have also written about the advantages of publishing an online academic textbook, based on my own experience of writing the first edition of this book, which is now available in 10 languages and has been downloaded over 500,000 times since 2015. For another perspective on this, see Clive Shepherd’s blog: Weighing up the benefits of traditional book publishing.

We have seen historically that new media often do not entirely replace an older medium, but the old medium finds a new ‘niche’. Thus television did not lead to the complete demise of radio. Similarly, I suspect that there will be a continued role for the book in academic knowledge, enabling the book (whether digital or printed) to thrive alongside new media and formats in academia.

However, books that retain their value academically will likely need to be much more specific in their format and their purpose than has been the case to date. For instance, I see no future for books consisting mainly of a collection of loosely connected but semi-independent lessons from different authors, unless there is a strong cohesion and edited presence that provides an integrated argument or consistent set of data across all the lessons. Most of all, books may need to change some of their features, to allow for more interaction and input from readers, and more links to the outside world. It is much more unlikely though that books will survive in a printed format, because digital publication allows for many more features to be added, reduces the environmental footprint, and makes text much more portable and transferable.

Lastly, this is not an argument for ignoring the academic benefits of new media. The value of graphics, video and animation for representing knowledge, the ability to interact asynchronously with other learners, and the value of social networks, are all under-exploited in academia. But text and books are still important.