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are living in an era Options
Jigneshbharati
Posted: Sunday, April 16, 2017 2:52:52 AM
Rank: Advanced Member

Joined: 11/3/2016
Posts: 547
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It’s no secret that we are living in an era where everybody is a media company

https://www.garyvaynerchuk.com/content-is-king-but-context-is-god/
Please explain to me the use of "are living in an era vs live in an era"?
Thanks in advance.
thar
Posted: Sunday, April 16, 2017 3:32:27 AM

Rank: Advanced Member

Joined: 7/8/2010
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OK. What is the reasoning?

'To live' is not a dynamic verb - it is already continuous, so they could have used 'we live' in that world.

So why do you think they chose to use the progressive form?
What does that add to the meaning?
What does it emphasise about our lives, what we experience every day, all the time?


What other verbs are they going to use in the piece, and how does 'living' fit in with them?
Jigneshbharati
Posted: Sunday, April 16, 2017 4:02:23 AM
Rank: Advanced Member

Joined: 11/3/2016
Posts: 547
Neurons: 3,143
Thanks thar!!!! May be it highlights the recent trend or phenomenon whereas the simple tense simply states facts. It would be very helpful if I can make the distinction between the use of the present simple and continuous.
thar
Posted: Sunday, April 16, 2017 4:45:27 AM

Rank: Advanced Member

Joined: 7/8/2010
Posts: 15,141
Neurons: 60,123
Remember the simple present has no time! There is no such thing as the present - the second you start speaking, it is already past.

The simple present is misnamed. It does not describe what is happening right now, at this moment.

For a static verb like 'to live' the simple present describes a state.
I live in London.

For any verb, it expresses a truth or a habit.
Dolphins live in the ocean.
I go to work by train.

So you can use 'we live' in this example. But why would you choose to? You have to think about what idea you want to express.
What if you want to add information? Express an idea about the conditions you face every day, as you go through life?


You have a choice:

Fact. What is your state?
I live in London. I work in a bank.
Or
Progressive action. What are you doing? What is happening?
I am living in London. I am going out every weekend, visiting new places, meeting strange people, eating different foods.

We are living in an era where......


If you are describing what is happening in the present, the default tense is the progressive (unless you are giving a cricket commentary).
For static verbs, you can choose to use the simple present because they are inherently progressive. But you lose all sense of action, and it becomes a state. In this example they chose not to do that.
It is an online article. They have a few seconds to grab your attention before you move to another page. They wanted it to be punchy and active and grab your attention.


Edit
Corrected loads of autocorrect typos, but probably missed some. If something looks odd, it is probably a mistake.
Jigneshbharati
Posted: Sunday, April 16, 2017 4:54:46 AM
Rank: Advanced Member

Joined: 11/3/2016
Posts: 547
Neurons: 3,143
Thanks
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