Digerati or Fashionistas?

The word sounds almost as mysterious as “Illuminati”, and in fact “Digerati” also means a kind of “enlightened person” – those who are true experts in the digital world and digital transformation. The combination of “digital” and the majority of the Latin word “literatus” (yes, meaning “read”) was born in the early nineties of the last century. Recently, I rediscovered it in the advertising of a well-known Swiss digital retailer, who uses it to describe companies that have a culture that likes to experiment digitally but also transforms business digitally. But it is surprising that Wikipedia still lists Bill Gates as one of the “Digirati”. Today’s Silicon Valley people are more likely to be among them. Funnily enough, there is hardly any Digirati among the Digital Natives, at least less than among the Digital Immigrants. This has hardly anything to do with the fact that the word composition is inspired by Latin, but rather with the fact that the natives read less than try things out.  Manuals or instructions for software or apps are no longer needed by young people, because they click every button, use any wiping movement and every function anyway and thus get to know it “on the fly”, while older people like me still want to know beforehand what happens when they press a certain button. Only now and then are we also “digital fashionistas” and buy or test an app that appeals to “mainstream crowds” despite its uselessness.


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