Theory: Zielinski

Zielinski’s Deep Time of Media

Since I already looked at the concept of identity, I wanted to also look at the concept of the Internet in relation to identity. Zielinski said that people initially believed that the Internet would become a ‘testing ground for cultural, artistic, and political models that would give greater prominence and weight to diversity and plurality’ (Zelinski, 2006, p.10). This was the initial positive expectation of what the Internet should have become – a place for diverse creative expression and an inclusion of non-capitalistic values. However, the reality of what the Internet has become is completely different. Currently, there is ‘a strong trend toward standardization’ (Zielinski, 2006, p.9). Websites today seem to have a similar aim of appealing to consumers/users by implementing modern trends in the form of using identical fonts and colors. Additionally, these strategies are used in an effort to generate some level of profit by coopting people to behave in a certain way and implementing persuasion techniques to make their users buy one thing or another. Thus,the Internet is increasingly incorporated in the globalization strategies of transnational corporations, imbricating them within and creating an ‘extreme depende[nce] on existing power structures’ (Zielinski, 2006, p.10). These power structures dictate the way people should behave in our current capitalistic world.

I found his theory really interesting and I think it relates directly to what I have been wanting to explore so far. I think his theory is beneficial to my project as it addresses the issue of standardization of the Internet, which has become a platform for advertising with a main goal to persuade people into buying products that they don’t actually need. I want to explore this more I think to get a stronger sense of these concepts.


Zielinski, S. (2006). Deep time of the media. Cambridge, Mass.: MIT Press.


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