What is “seismic shift”, as in “a seismic shift is taking place in business”?
My comments:
Seismic shift means…. Well, for a change, let’s examine a few more examples first.
This is a quote from black American film maker Spike Lee, who described Barack Obama’s presidency as a “seismic shift” (‘There’s a seismic shift happening’, Guardian, October 16, 2008):
“In the Constitution of the United States of America, it is written that slaves are three-fifths of a human being. That’s why I’m happy to be alive today, because we're living in a time where there’s a seismic shift happening. I never, ever thought that we’d get to a point where a man of African descent can be on the verge of being the president of the US.”
In this Financial Times story from last month (Adverts mark a seismic shift to digital, June 29 2009), advertisers are going digital en mass:
For the past 55 years, The Cannes Lions International Advertising Festival has celebrated the best creative work in television produced by agencies around the world.
But this year saw a seismic shift, with the focus at Cannes firmly on digital work. The film “grand prix”, announced on Saturday, went to an interactive online video by Tribal DDB, a digital agency, for a Philips TV set. Barack Obama’s presidential election campaign also won a grand prix award for its ground-breaking use of digital marketing to build grassroots support.
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