Week 2, Topic 1, A

'Upgrade culture' is the concept that media as a whole is constantly changing, improving and becoming more developed. The latest software is constantly adjusting and new media becomes old in a matter of weeks. It reinforces the ideology that the newer and more developed something is, the better it is. It can also be said that because these developments move so fast, the old versions of these things rapidly become obsolete. It can therefore be argued that the sheer speed of companies upgrading their software is solely to make consumers spend more money; with the idea that older technology may not be compatible with newly developed software and therefore is a necessity. Does this upgrading and updating always make the programmes better?However, this may be a pessimistic view developing from consumer culture – it may be more optimistic to adopt the view that companies are only developing the new programmes and software in the interests of the users, which is why they are constantly updating and upgrading their products.