Disintermediation in economics refers to the elimination of intermediaries within a supply chain. High market transparency is the reason that buyers know the supply prices directly from the manufacturer. Buyers can buy directly from the manufacturer, bypassing the middlemen (wholesalers or retailers), and thus pay less. Although buyers can choose to buy directly from manufacturers, most often a buyer-to consumer intermediary acts as a bridge between the buyer and manufacturer. Scholars predicted that the Internet would “disintermediate”, or eliminate middlemen, a few years back. The net’s lower selling costs and immense appeal have created more middlemen which has led to the rise of search giant Google and online marketplace eBay.

The technology offers many options to users. Additionally, the social implications of their adoption provide the right atmosphere for people to discuss their utility and their consequences. The new reality created by these technologies has surpassed creators’ expectations and is now a new reality in which people can interact, exchange information, work, or develop as citizens, regardless of whether they are a supporter or opponent. Word abbreviations and images, Avatars, icons, virtual reality games and weblogs are just a few of the many ways that new technologies have changed the way people interact. They have also created new subcultures and representations. These communication methods are dependent on the continued improvement and expansion of the medium used. It must also incorporate other practices and be continuously updated.

These technology-based practices are proving to be a huge success with young users, so their adoption brings about similar opportunities and threats as their predecessors. Technology evangelists today support the spread of technological innovations and the widespread use of these technologies, ideally by all people, to fulfill the human desire for belongingness and interconnectivity. Opponents of this view argue that technological breakthroughs are another form of “imprisonment”, which will reduce leisure time and decrease face-to-face contact and create human islands.

A variety of studies have examined the impact of changes in communication channels and the development of new channels in recent years. They also explored how these developments have affected one’s perception of oneself. There are many examples in human history of integration and clash that led to a better synthesis. The issue is not to stop questioning and criticizing in order to avoid the uncomfortable “battlezone”, but to use that criticism constructively to examine the new technological developments under the premise that they are the new tools for evaluating the future implications of human praxis.


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