Radio Frequency Identification

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Radio Frequency Identification

"Select one particular area of the arts, media or communication industries and discuss the way in which new technologies could influence future developments in that field”

“This is the most dangerous technology humanity has come up with since the nuclear bomb. Our children's generation will judge us by how we handle this” (Centaur Communications, 2003). What possible atrocities could this be in reference to? Could it be Saddam Hussein’s hidden weapons of mass destruction, or perhaps an opposition to genetic engineering? No, this is a statement from marketing academic Albrecht describing Radio Frequency Identification (RFID) technology. What is RFID and what are the connotations of adopting this technology on future generations? This paper will attempt to answer these questions by examining the following issues: Firstly it will start by providing an explanation and definition of RFID. Next it will discuss possible future developments of this technology as being currently explored by major corporations as well as the public concerns related to possible developments. Finally it will look at the probability of these predictions becoming reality and assess the advantages and disadvantages of these predictions coming to fruition.

RFID is fundamentally a form of active one-way communication, where electronic tags are programmed with unique information which enables objects to be identified or tracked by receivers. These tags can then be placed on almost an infinite array of items such as pallets, clothing, vehicles, grocery items and even animals, which opens up a vast range of possible uses for them (Advanstar Communications, 1999). RFID tags could be explained as a type of revolutionary bar...

... middle of paper ...

...ontline Solutions, 7, p48.

Centaur Communications Ltd. (2003). Insight: Tagging along. New Media Age, p24.

Forester, T. (1987). High-tech society. Oxford: Basil Blackwell Ltd.

James, G. (2004). Can’t hide your prying eyes. Computerworld, 9, p35-36.

Jones, P., Clarke-Hill, C., Shears, P., Comfort, D. & Hillier, D. (2004). Radio frequency identification in the UK: opportunities and challenges. International Journal of Retail & Distribution Management, 32, p164-171.

Lillo. A. (2004). Store of the future is here today. Home Textiles Today, 19, p11.

Neff, J. (2003). P&G products to wear wire. Advertising Age, 50, p1.

Rosenberg, J. (2003). Bye-bye to bar codes. Editor & Publisher, 36, p20.

Stackpole, B. (2003). RFID finds its place. Electronic Business, 9, p42.

Wagstaff, J. (2003). Eyes on you, the shopper. Far Eastern Economic Review, 31, p31.

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