Resumen de False idol

, John R. MacArthur

• MacArthur comments on the false promise of "digital-correctness."To be fully committed to digital correctness is to be largely hostage to monopolistic practices controlled by huge, multinational companies. The narrow-minded, true-believer tone of the Web ideologues needs to be examined and challenged. So, too, does the lemming-like behavior of advertisers, who have abandoned newspapers and magazines in droves for the promise of digital riches. There's a fundamental fallacy in a digital approach to advertising, given that advertisers prize, above all, retention and recall of a message. Advertisers, editors, and educators should pay close attention to the latest academic research showing that readers better comprehend sentences printed on paper than sentences constructed with pixels on screens.