The passage below is accompanied by four questions. Based on the passage, choose the best answer for each question.
In the summer of 2022, subscribers to the US streaming service HBO MAX were alarmed to discover that dozens of the platform’s offerings – from the Covid-themed heist thriller Locked Down to the recent remake of The Witches – had been quietly removed from the service . . . The news seemed like vindication to those who had long warned that streaming was more about controlling access to the cultural commons than expanding it, as did reports (since denied by the show’s creators) that Netflix had begun editing old episodes of Stranger Things to retroactively improve their visual effects.
What’s less clear is whether the commonly prescribed cure for these cultural ills – a return to the material pleasures of physical media – is the right one. While the makers of Blu-ray discs claim they have a shelf life of 100 years, such statistics remain largely theoretical until they come to pass, and are dependent on storage conditions, not to mention the continued availability of playback equipment. The humble DVD has already proved far less resilient, with many early releases already beginning to deteriorate in quality Digital movie purchases provide even less security. Any film “bought” on iTunes could disappear if you move to another territory with a different rights agreement and try to redownload it. It’s a bold new frontier in the commodification of art: the birth of the product recall. After a man took to Twitter to bemoan losing access to Cars 2 after moving from Canada to Australia, Apple clarified that users who downloaded films to their devices would retain permanent access to those downloads, even if they relocated to a hemisphere where the [content was] subject to a different set of rights agreements. Thanks to the company’s ironclad digital rights management technology, however, such files cannot be moved or backed up, locking you into watching with your Apple account.
Anyone who does manage to acquire Digital Rights Management free (DRM-free) copies of their favourite films must nonetheless grapple with ever-changing file format standards, not to mention data decay – the gradual process by which electronic information slowly but surely corrupts. Only the regular migration of files from hard drive to hard drive can delay the inevitable, in a sisyphean battle against the ravages of digital time.
In a sense, none of this is new. Charlie Chaplin burned the negative of his 1926 film A Woman of the Sea as a tax write-off. Many more films have been lost through accident, negligence or plain indifference. During a heatwave in July 1937, a Fox film vault in New Jersey burned down, destroying a majority of the silent films produced by the studio.
Back then, at least, cinema was defined by its ephemerality: the sense that a film was as good as gone once it left your local cinema. Today, with film studios keen to stress the breadth of their back catalogues (or to put in Hollywood terms, the value of their IPs), audiences may start to wonder why those same studios seem happy to set the vault alight themselves if it’ll help next quarter’s numbers.
To determine which statement about art best captures the arguments made in the passage, we need to analyze the key ideas presented. The passage discusses the impact of digital technology on art accessibility and preservation, emphasizing the challenges faced with digital media. These include:
Considering these points, the statement that art, created and stored digitally, becomes less accessible due to technology changes and host platform decisions effectively captures the passage's essence. Therefore, the correct answer is:
As art is increasingly created, stored and distributed digitally, access to it is counterintuitively likely to be made more difficult by the rapid churn in technology and the whims of host platforms.
The passage discusses the control over access to digital content, emphasizing issues with digital rights, storage conditions, and the uncertainty of maintaining access to such content over time. The main argument presents challenges associated with streaming services and digital purchases, suggesting that they do not guarantee permanent access to content.
To invalidate this argument, a statement must present a solution that directly addresses and resolves the concerns of access and permanence. The correct option asserts that "Studios and streaming services have committed to giving customers perpetual and platform-independent access to the original digital content they have paid for."
This statement effectively invalidates the main argument by guaranteeing both perpetual and unfettered access to digital content, removing concerns about accessibility, rights management, and the risk of content disappearing or becoming obsolete. Such a commitment changes the dynamic described in the passage where content availability is uncertain and controlled by external factors.
Based on the given passage, the statement "Back then, at least, cinema was defined by its ephemerality: the sense that a film was as good as gone once it left your local cinema" suggests that in the past, films were considered to be transient and temporary because their availability was limited to their showing time in local cinemas. Once a film completed its run in theaters, it was essentially inaccessible to the public, thus emphasizing its ephemeral nature.
In contrast, the selected sentence implies that the current situation has changed. Today, the nature of films has shifted; they are no longer tied exclusively to their run in local cinemas due to advancements in technology such as streaming services and digital media. This development has led to films being expected to be accessible for a much longer duration. With this context, the correct option that aligns with the suggested statement is:
Today, films are expected to be available for a long time, since they are no longer tied solely to their stay at the local cinema.
This option captures the essence of the shift from the transient nature of films in the past to their more permanent availability today due to innovations in film distribution and preservation.
Meta is recalibrating content on its social media platforms as the political tide has turned in Washington, with Mark Zuckerberg announcing last week that his company plans to fire its US fact-checkers. Fact-checking evolved in response to allegations of misinformation and is being watered down in response to accusations of censorship. Social media does not have solutions to either. Community review — introduced by Elon Musk at X and planned by Zuckerberg for Facebook and Instagram — is not a significant improvement over fact-checking. Having Washington lean on foreign governments over content moderation does not benefit free speech. Yet, that is the nature of the social media beast, designed to amplify bias.
Information and misinformation continue to jostle on social media at the mercy of user discretion. Social media now has enough control over all other forms of media to broaden its reach. It is the connective tissue for mass consumption of entertainment, and alternative platforms are reworking their engagement with social media. Technologies are shaping up to drive this advantage further through synthetic content targeted precisely at its intended audience. Meta’s algorithm will now play up politics because it is the flavour of the season.
The Achilles’ Heel of social media is informed choice which could turn against misinformation. Its move away from content moderation is driven by the need to be more inclusive, yet unfiltered content can push users away from social media towards legacy forms that have better moderation systems in place. Lawmakers across the world are unlikely to give social media a free run, even if Donald Trump is working on their case. Protections have already been put in place across jurisdictions over misinformation. These may be difficult to dismantle, even if the Republicans pull US-owned social media companies further to the right.
Media consumption is, in essence, evidence-based judgement that mediums must adapt to. Content moderation, not free speech, is the adaptation mechanism. Musk and Zuckerberg are not exempt
According to the French philosopher Jean Baudrillard, commodities available for consumption are not inherently negative things. Baudrillard tried to interpret consumption in modern societies by engaging with the ’cargo myth’ prevalent among the indigenous Melanesian people living in the South Pacific. The Melanesians did not know what aeroplanes were. However,they saw that these winged entities descended from the air for white people and appeared to make them happy. They also noted that aeroplanes never descended for the Melanesian people. The Melanesian natives noted that the white people had placed objects similar to the aeroplane on the ground. They concluded that these objects were attracting the aeroplanes in the air and bringing them to the ground. Through a magical process, the aeroplanes were bringing plenty to the white people and making them happy. The Melanesian people concluded that they would need to place objects that simulated the aeroplane on the ground and attract them from the air. Baudrillard believes that the cargo myth holds an important analogy for the ways in which consumers engage with objects of consumption.
According to Baudrillard, the modern consumer ”sets in place a whole array of sham objects, of characteristic signs of happiness, and then waits for happiness to alight”. For instance, modern consumers believe that they will get happiness if they buy the latest available version of a mobile phone or automobile. However, consumption does not usually lead to happiness. While consumers should ideally be blaming their heightened expectations for their lack of happiness, they blame the commodity instead.
They feel that they should have waited for the next version of a mobile phone or automobile before buying the one they did. The version they bought is somehow inferior and therefore cannot make them happy. Baudrillard argues that consumers have replaced ’real’ happiness with ’signs’ of happiness. This results in the endless deferment of the arrival of total happiness. In Baudrillard’s words, ”in everyday practice, the blessings of consumption are not experienced as resulting from work or from a production process; they are experienced as a miracle”. Modern consumers view consumption in the same magical way as the Melanesian people viewed the aeroplanes in the cargo myth. Television commercials also present objects of consumption as miracles. As a result, commodities appear to be distanced from the social processes which lead to their production. In effect, objects of consumption are divorced from the reality which produces them.
CONVERSATION ANALYSIS: Read the following transcript and choose the answer that is closest to each of the questions that are based on the transcript.
Lucia Rahilly (Global Editorial Director, The McKinsey Podcast): Today we’re talking about the next big arenas of competition, about the industries that will matter most in the global business landscape, which you describe as arenas of competition. What do we mean when we use this term?
Chris Bradley (Director, McKinsey Global Institute): If I go back and look at the top ten companies in 2005, they were in traditional industries such as oil and gas, retail, industrials, and pharmaceuticals. The average company was worth about $250 billion. If I advance the clock forward to 2020, nine in ten of those companies have been replaced, and by companies that are eight times bigger than the old guards.
And this new batch of companies comes from these new arenas or competitive sectors. In fact, they’re so different that we have a nickname for them. If you’re a fan of Harry Potter, it’s wizards versus muggles.
Arena industries are wizardish; we found that there’s a set of industries that play by very different set of economic rules and get very different results, while the rest, the muggles (even though they run the world, finance the world, and energize the world), play by a more traditional set of economic rules.
Lucia Rahilly: Could we put a finer point on what is novel or different about the lens that you applied to determine what’s a wizard and what’s a muggle?
Chris Bradley: Wizards are defined by growth and dynamism. We looked at where value is flowing and the places where value is moving. And where is the value flowing? What we see is that this set of wizards, which represent about ten percent of industries, hog 45 percent of the growth in market cap. But there’s another dimension or axis too, which is dynamism. That is measured by a new metric we’ve come up with called the ”shuffle rate.” How much does the bottom move to the top? It turns out that in this set of wizardish industries, or arenas, the shuffle rate is much higher than it is in the traditional industry.
Lucia Rahilly: So, where are we seeing the most profit?
Chris Bradley: The economic profit, which is the profit you make minus the cost for the capital you employ is in the wizard industries. It’s where R&D happens; they’re two times more R&D intensive. They’re big stars, the nebulae, where new business is born.