Seven Seconds takes the web
Reading shit on the web is getting harder and harder as the popups get ever more aggressive and ACTIVE. I've been increasingly annoyed by the AGGRESSIVE but didn't connect the ACTIVE until just now.
I was trying to halfway read this article
about Antichrist Bergoglio's defense of his bosses Juncker and Soros aka "European Unity". The article is in Italian, so I had to concentrate hard to derive a few drops of meaning. The website was breaking my concentration by popping things at me every 7 seconds.
AHA. The Seven Second Rule. First perfected by TV, first described by Neal Postman
30 years ago. TV didn't become the ultimate propaganda tool until the producers figured out how to PUNCH your visual attention to a new subject every 7 seconds, while flooding your senses with at least three simultaneous video and audio tracks to prevent a single focus from developing.
The PUNCH doesn't work on radio where a camera cut, a total SNAP of scene, is impossible. Radio applies the Three Simultaneous Tracks rule relentlessly. Words are always overlaid on (1) Idiot Sound Effects,
(2) Beatles Music, (3) Underlying Backbeat. Radio uses the Seven Seconds Rule indirectly, never allowing more than Seven Seconds to elapse between mentions of The Important Word.
Now the perfected technique of Active Popups has brought the Seven Second Rule to the web.
Labels: defensible spaces