MEDIA workers talking about ‘digital’ do not have the slightest clue what it is, according to new research.
Researchers found that although ‘digital’ is widely accepted to be the future, nobody knows what the word means or whether it is just bullshit.
Professor Henry Brubaker of the Institute for Studies said: “I had a digital watch when I was 11. Is that somehow the shape of things to come?
“Nobody could explain to us what ‘digital’ means. It’s almost as if people who work in the media talk a load of bollocks.”
Internet trend analyst Nikki Hollis said: “Going forward it’s all about digital. If you’ve got a company I’d definitely advise you to start doing digital things in a digital way, and just generally being digital.
“I cannot stress enough that digital is here to stay, although I can’t be any more specific about that.
“Next week I’m doing a talk at ‘Digitalcon ’16: Let’s Get Digital’, they’re paying me three grand.”
Company director Tom Booker has just launched a ‘digital strategy’ that he doesn’t understand. He said: “I just shouted at everyone and said ‘we need more fucking digital’.
“Then I went back in my office and looked up ‘digital’ on the internet. No joy.”