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‘Digital media’ evades easy definition, and so proper measurement

By Maurice Smithdictionary

Define the term “digital media.”

Easy, right? It’s all about tablets and smartphones and the super-duper things we can do with them.

No, it’s all about the content that flows through and to these devices and many more. You know, apps and all that. Video…

Wrong. Digital media is an entire industry that defies definition because it is completely nebulous. It resides within the term “creative” yet it’s technical at the same time. It sits across many disciplines, from publishing to e-commerce.

Such is the debate I am grappling with right now. As chairman of the somewhat grandly-titled Industry Leadership Group on Digital Media in Scotland, I should know the answer to the definition question above in my sleep. Yes?

Well, actually no. As a group, we are attempting such definition at the moment. Or, more accurately, whenever two or more of us have any dialogue.

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