ThereAreNoMasses When I was studying at university I fell in love with the poetic, critical analysis of the post-structuralists. For these writers, the location of truth was always shifting which meant seeking it in other places — context, place and so on.

Two of the most important side effects of this search are “surprise” and “curiosity”. We are curiously drawn to the new, unique and novel, holding our surprise in abeyance until it leaps from us shrieking. The post-structuralists deliberately used creative language to tap into this sense of the world, but also to interrogate it. This quote by Raymond Williams (while not really a post-structuralist) is a great example of a shifting truth — and it seems to apply even more stringently today to brands, consumer culture and marketing than ever before.

So next time someone asks for your mass media strategy, you know how to respond. Go digital.

With thanks to Blaiq.