The Practice of Everyday (media) Life – by Lev Manovich

I found this essay tough to understand at first and when I hit up the lecture about it blow me away. When looking through his essay Manovich mentions the words strategies and tactics a lot however not in the way people would think to use them, for example; a company make things in order to sell to the consumer like a clothes (strategy), but after a while the public/ consumer decided to change the items to what they wanted, basically edit what they had instead of buying more (tactic). He explains at first that there is a difference between the strategies and the tactics or the companies and consumer. BUT after a while the companies were looking at social groups, various different people and designing clothes to look like what they were creating themselves. So really one cant really live without the other OR are they both the same, are there in fact no such things as a strategies or tactics?

Another example of this that made my life a lot easier came from in class. Was the use of a map and GPS. The strategy is what comes from a map that has been created or from the roads. How we chose to use the streets, roads and paths is tactic. We can choose which route we would like to take. However with some new GPS devices they show you the quickest route, the most favourite chosen by the public etc.