Context is King

It’s been almost 25 years since Bill Gates coined his famous phrase “content is king” — ushering in the Internet era and a new way of communication and consumption for consumers. Today, we live in a world where the mediums of social media and the smartphone dictate the way we interact with content and how we communicate. Thus, the “content is king” era of the ’90s has been replaced today by the “context is king” generation.

Way back in the late 1960s, a similar shift began to emerge. It was then that the Canadian philosopher Marshall McLuhan coined his famous phrase in his book, “The Medium is the Message.” This encapsulated his view that television and other electronic means of distributing information had a powerful influence on art, science, and religion. And he predicted the printed book was destined to disappear. We can only imagine what McLuhan, who died in 1980, would be writing about in today’s wired world.

Some said that 95% of…