What is a paradigm shift: Paradigm shift (scientific revolution) is the tendency from one paradigm to another. A paradigm is a mock-up or impeccable. The paradigm case is the quintessential or archetypal case.

In 1962, Thomas Kuhn wrote, ” The Structure of Scientific Revolution” and established, defined and popularized the concept of a “paradigm shift”. Kuhn argued that scientific advancement is not evolutionary, but rather a “series of peaceful interludes punctuated by intellectually violent revolutions”, in those revolutions, a conceptual world view is replaced by another. Paradigm shift is a revolution, a transformation, a sort of transubstantiation. It just does not happen on its own, but is rather driven by agents of change. Agents of change are driving a new paradigm shift today. The signs are all around us. For example, the introduction of the personal computer and the internet has put an impact on both personal and business environments,as a catalyst for a Paradigm Shift. We are shifting from a mechanistic, manufacturing, industrial society to an organic, service based, information centered society, and this increase in technology will continue to impact globally. Change is inevitable and the only true constant. On page #67 Thomas Kuhn says, It all begins in the mind of the person. What we perceive, whether normal or metanormal, consciously or unconsciously, is subject to the limitations and distortions produced by our inherited and socially conditional nature. However, it does not restrict us for we can change. We are moving at an accelerated rate of speed and our conscience is transforming and transcending. Many of us are awakening as our conscious awareness expands.

(Source: Kuhn, Thomas, S., “The Structure of Scientific Revolutions”, Second Edition, The university of Chicago press, 1970(1962))

You know why I’m quoting references and giving examples because when people say nothing will change and dismiss you for being naïve, you still have hope that things COULD CHANGE for the better and you want to compile a handy-dandy list of examples. I credit social media as a mere a tool for the advancement on the issue. One thing I view as a paradigm shift in the last year or so, and I do credit social media, is with regard to marriage equality, feminist rights, another example of a brilliantly executed social media campaign is “Heineken’s Crack” the US Open contest the company held on Instagram, pleasure hunt by magnum ice-cream was a brilliant marketing campaign that went viral in no time. last year, M&M’s launched an incredibly successful game as a part of their M&M’s Pretzel marketing campaign, the game was based on the eye-spy logic. Obviously these cultural shifts come as a result of years and years of hard work and sacrifice of many to shift the mindset, shift policy etc.

Whenever you wake up in the morning before checking online newspaper sites like Tribune, observer, dawn etc. you first login Twitter or Facebook to look at the stories your friends and people that you follow are sharing. After all, you didn’t choose the news channels, newspapers or other publications, but you did choose the people and groups that you follow on Twitter, Facebook and other social networks. Surprisingly, friends on Twitter and Facebook are progressively becoming people’s trusted sources of news. Thanks to social media now it’s easier to start a business. We can locate potential employees, there are people with no ad budget, Twitter has become their only means of marketing.

After few by elections specifically NA-122 Lahore,Pakistan. It was observed that so-called mainstream media was no longer influencing public opinion. On Twitter, some prominent personalities of Pakistan such as Mr. Shahbaz Sharif (CM Punjab Pakistan), Ms.Maryam Nawaz, Mr. Imran Khan (MNA Pakistan), Mr.Musharraf (Ex COAS & President of Pakistan) have more than thousands of followers.Their tweets get hundreds of Retweets and favorites and go viral, Most of this content is coming from wonted people, rather than big, corporate-owned media organizations. Even if we have few followers on Twitter our influence is increasing as communication channels become more unbolted and rhythmic.

In every span, cultures go through various changes, and in recent years ours has been more powerful and influenced than any in regard to social media. I am not against media companies, I just want them to tell us truth. I urge the Government to please notice and understand the importance of internet and social media, I am thankful to our current government for giving us Technology Parks and the 3G-4G technology, but please don’t stop here since this is just the start of information technology development.


In the end I would like to thank few people who helped me complete my first blog.

@tzash (Zahra) @kkabbasi (Khurram Khurseed Abbasi)

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