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Going Analogue in a Post-digital Society

Author: Humayun, M., von Richthofen, G., & Golf-Papez, M.
Published in: M. Tadajewski, M. Higgins, J. Denegri-Knott, & R. Varman (Eds.), The Routledge Companion to Critical Marketing, 2 (pp. 597-609). London: Routledge.
Year: 2026
Type: Book contributions and chapters

In an age where digital technologies permeate nearly every aspect of daily life, a curious countertrend has emerged: a deliberate return to analogue practices and experiences. Whether it’s jotting thoughts in a leather-bound notebook, sending handwritten letters, or choosing a mechanical watch over a smart one, many individuals are embracing the physical and the slow. This is the landscape of the post-digital society. As Nicholas Negroponte observed in 1998, “the digital revolution is over”. Digital technologies are no longer novel but deeply embedded in the everyday.

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