Present Shock: When Everything Happens Now by Douglas Rushkoff

Present Shock: When Everything Happens Now by Douglas Rushkoff is a thought-provoking book taking a look at the cultural impact and current trends of technology and digital connectivity. Rushkoff explores and analyzes our hyper-present society, in which time and space have been virtually abolished, and ultimately how this new culture of presence is changing how we think, relate, and interact.

The title of Rushkoff’s book, Present Shock, refers to the disruption of our lives and thought process caused by this rapid emergence of technology and culture. We are so focused on the present that we don’t take the time to consider the consequences of our actions. This shift towards ‘living in the now’ has been argued by Rushkoff to be the cause of many of the ailments of modern life, such as an inability to plan for the future or appreciate the lessons of the past.

Rushkoff argues that the digital technologies of our time are creating a present-minded culture in which immediacy and urgency are overvalued. The digital age has created a single timeline that allows everything to occur in real-time. This causes us to start paying attention to details of the present and become less interested in the future.

He also argues that in this era of instant gratification and immediate communication, human beings are losing their sense of narrative and emotional connection. Without being able to appreciate the importance of stories and emotional context, our sense of identity is diminishing. In his book, Rushkoff writes that “we can’t understand or process a story, an event, or our lives when they depend so heavily on the most fleeting of contexts”.

Rushkoff also explores the narrative of ‘now-ism’, a culture in which talk of the future is no longer acceptable. He explains how this trend has caused many people to become focused on interpreting the present and make decisions based on their immediate needs, rather than considering the long-term consequences.

Throughout the book, Rushkoff uses examples from real-world phenomena, such as the Occupy Movement, to explain the ways in which our culture has become rooted in the ‘here and now’. He argues that while this shift may be a reflection of the rapidly changing digital world, it also has potential risks.

Present Shock: When Everything Happens Now is a must-read book for anyone trying to understand the implications of our tech-driven culture on our society. Rushkoff’s analysis of how the digital age has created a new style of ‘living in the now’ is both creative and insightful. Through his research, Rushkoff illustrates how this shift has caused a ripple of changes in the way we think, act, and express ourselves. The result of this ‘now-ism’ may well prove to be a danger in the future; one which he hopes readers will be inspired to think more deeply about.