Media persistence

Theories, approaches, categorisations

Abstract

This article investigates the concept of “media persistence,” focusing on two aspects. First, it proposes a short literature review of theoretical approaches that, in media studies and the history of technologies, have either already investigated similar concepts or have provided solid elements for thinking about the durability and, precisely, the persistence of media. In the second part, a categorization of the concept is also proposed and four modes by which media persist over time are identified: there is technological persistence, management persistence, users’ practices’ persistence, and finally, there is a metaphorical dimension of media persistence. All of these modes influence the development of media, particularly digital media, and allow for the reversal of a preponderant theoretical perspective that sees innovation as the focus of analysis. The paper, in essence, aims to overturn the media studies agenda by proposing to observe continuity with the past or, rather, the role that the past retains in contemporary media.