Rosanne Dingli

Rosanne Dingli

Friday, December 6, 2013

Technology that changes time?

Like something out of Dr Who, life has changed dramatically in the last decade.
Even time has shifted and morphed. You know this - it's suddenly Christmas when you are still fishing Easter egg silver wrapping from between the sofa cushions. It's your birthday again, before you have successfully re-gifted that green sweater and those dangly earrings.

Suddenly, it takes longer than five hours to read a book. [And it's not so much fun doing it under the covers with a torch, either.]

But the most amazing thing that's happened since you were little is that single days have morphed into seasons. What was once Christmas Day now starts end October and is called The Festive Season, or just Christmas. Valentine's starts selling right after that - for weeks. Easter is longer than one Sunday - it's longer than Advent, which used to feel short but is now in-ter-min-able. Halloween goes on for as long as a pumpkin shell takes to moulder and turn black.

Pic by Ad-shor
And this hasn't just happened because you're ageing. Oh no - it's because of what people lovingly call technology. It's nothing of the sort, of course. It's just the media we use for rapid communication. And the faster we communicate, the longer holidays get. And the faster communication gets, the longer advertising campaigns last.
The year is now chopped into seasons that have little to do with the weather, but what's happening in the shops: what decorations are up and what music is playing. Winter isn't winter any longer. Neither is Spring. And because of produce being imported all the year round, seasons are eternal, even though the year is over in no time.

So you might think it's still summer because hey - look at all the grapes in the shops! But it isn't. And as the years get shorter and shorter, the seasons get longer and longer. Look - you try to work it out, because I'm still dumbfounded.
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  1. It's all about marketing, as you say.

  2. It is all about the marketing. Unfortunately.