1. Free Advertising in Social Media
Social Media began as a way to define yourself through posts and pictures. Now advertising companies will pay Facebook to put up ads for certain services and products. Facebook and other social media platforms now personalize the ads for each individual based on what they have opened while online. If you are always sharing posts concerning food then food companies will send out ads to you about food. http://www.forbes.com/sites/groupthink/2013/05/01/how-to-triple-your-success-using-social-media-advertising-platforms/
"Aided by faster microprocessors, high-speed broadband networks, and a proliferation of digital content, the internet has become more than just an information source in it's second decade as a mass medium" (Campbell, 52).
"Do we share a relationship status or not? Do we talk about a funny, awkward thing that happened that day or hold back? Should we post pictures of a new baby for our faraway friends and family or keep them private? Do we allow a 12-year old to sign up for Facebook or Twitter? Do we opt out entirely?" (Generation Like).
2. Multitasking: A Skill or a Myth?
Nowadays everyone thinks that they are the masters of multitasking. Everyone thinks that because they can have multiple screens up that this means they can work on different tasks simultaneously. The movie Generation Like proved that this claim is false. Kids that multitask are giving each subject less attention and therefore doing the different tasks worse than if they focused on each one at a time.
http://psychology.about.com/od/cognitivepsychology/a/costs-of-multitasking.htm
“Media multitasking has led to growing media consumption, particularly for younger people. A recent Kaiser Family Foundation study found that today’s youth-now doing two or more things at once- packed ten hours and forty-five minutes worth of media content into the seven and a half hours they spent daily consuming media" (Campbell, 27).
"To be lean and efficient, modern news de-emphasized complex analysis and historical context and elevated the new and the now" (Campbell, 27).
3. Youths are more susceptible to Technology Addictions
In the movie Digital Nation it was evident that the younger generation is more likely to get sucked into video games. In Japan, there are "coffee shop" type places that have rows and rows of computers so that kids can come and play as long as they want. Until the video I never would have expected kids to be going to rehab for technology addictions. It is amazing to think how much responsibility comes with these video games because of the hours and days that can be wasted.
http://www.webmd.com/mental-health/features/video-game-addiction-no-fun
"The more the children were addicted, the more prone they were to depression, social phobias, and increased anxiety, which led to poorer grades in school."(Campbell, 98).
"Halo, Call of Duty, and World of Warcraft make money from long-term engagement by selling expansion packs or charging monthly subscription fees" (Campbell, 98).
4. Leaking Information: Pro or Con?
As seen in Julian Assange's movie We Steal Secrets, there are many opinions on each side of this topic. Assange wants information leaked so that there are no hidden secrets from the public. As seen in the clips from the military that showed a helicopter taking out innocent civilians like it was simply a video game. On one side this information may be too much for the public to handle, but Assange would argue that the public deserves to know everything.
5. Using the Limbic Brain in Advertising
The limbic brain is probably the most widely used part of the brain when watching an ad on t.v. Between all of the music and images that must be processed it is the most important to focus on. You can give a feel for an ad just by making the music calm or crazy, fast or slow. Project #1 showed a lot of variety in this field. The Lion GoPro commercial that I presented had no music, but the noises from the man and the lion give you a sense of actually being there. The holiday iPhone commercial that was presented a few times had a peaceful tone and made you feel warm and fuzzy.
"Viral marketing- short videos or other content that quickly gains widespread attention as users share it with friends online, or by word of mouth" (Campbell, 394).
"Far from being a state of consciousness divorced from the physical brain, a person's emotions are produced by chemicals exquisitely intertwined with the physiological processes of the body so that in the truest sense what affects the body affects the mind and emotions, and vice versa.
The center of emotions in the brain can be found in the limbic system where the vast panoply of emotions is regulated through the release of excitatory and inhibitory neurotransmitters: Pleasure may be linked with chemical signals produced by the release of noradrenalin, and pain is associated with many neurotransmitters. Mood appears to be linked with serotonin and dopamine.
In response to a variety of stimuli, emotions arise in the limbic system, travelling along neural pathways to the frontal lobes of the cortex, where feelings are monitored and interpreted. These two brain structures next influence the hypothalamus, which transmits the messages that trigger appropriate physical responses" ("The Brain Encyclopedia" by Carol Turkington (1996).
6. Product Placement
Product placement has become a very large part of 21st century media. We see shows, like breaking bad, that use unique cars like the aztec. These companies will pay shows and movies to have their product put in for a scene. This can be a very useful tool for marketers because it allows the viewers to see characters that they love using the products that the companies hope you will buy. If you see Walter White driving an Aztec then you may be more inclined to go out and buy one just because of the correlation.
http://www.businessdictionary.com/definition/product-placement.html
"Revenue is earned from merchandise licensing and product placements in movies. In the early days of television and film, characters generally used generic products, or product labels weren't highlighted in shots... But with soaring film production costs, product placements are adding extra revenues while lending an element of authenticity to the staging" (Campbell, 263).
"Product placement: buying spaces for particular goods to appear in a TV show, movie, or music video" (Campbell, 383).
7. Convergence
Convergence of devices has become very important in media. We can now watch videos that people post online on sites like Youtube. This convergence of social media, video gaming, and school work sites all come together on a personalized computer to be used however the individual chooses. Convergence gives the user the power to do whatever it is they want to do.
http://www.technologyreview.com/article/401042/convergence-i-diverge/
"Media is also converging on our television sets, as the electronics industry manufactures internet-ready TVs" (Campbell, 58).
"Convergence of media content and technology has forever changed our relationship with media" (Campbell, 59)
8. Individualized Media
Media is now focused on certain demographics instead of the public as a whole. A commerical just came up on TV that was for a dating site called farmersonly.com. This website is shown in VT becasuse there is a farming community that will see this commercial. They would not ever play this commercial in Los Angeles because there is no farming community out there. Individualized media is about finding a proper demographic and then focusing on relating to that certain group.
http://www.marketingcharts.com/wp/online/top-benefits-and-challenges-of-personalized-media-programs-39603/
"A typical basic cable system today includes a hundred-plus channel lineup composed of local broadcast signals, access channels, regional PBS stations, and a variety of cable channels" (Campbell, 203).
"Cable consumers usually choose programming from a two-tiered structure: basic cable services like CNN and premium cable services like HBO" (Campbell, 203).
9. Using beautiful people vs plain folk
Different companies will get different outcomes from using these two categories of marketing. A company like Budweiser chooses to use beautiful people because it will make the viewer want to have a few beers and hopefully hang out with beautiful men or women. Companies that will use plain folk are used for sports promotion. Fans are not always pretty people and if regular people are in commercials than that will attract more people from all different kinds of backgrounds.
http://cyncerely.com/2013/05/07/an-ugly-side-of-marketing-to-beautiful-people/
"Plain Folks- The opposite of testimonial; persuading buy appealing to the common man or portraying yourself as just one of the guys/gals" (Matrix handout)
"Beautiful People- Persuading through images of good-looking individuals to sell products, lifestyles, behaviors, or ideas" (Matrix Handout).
10. Public Relations: The good and the bad
Public Relations has been used in politics and advertising alike for years and years. Companies and people only want the good news to hit the public, leaving the bad news to hide behind the curtains. A great example is the BP oil spill. BP did not come out with a statement to apologize until well after the damage was done. If they had come out and apologized right away then their name and image would not have been tarnished as badly as it was.
http://www.forbes.com/sites/kenmakovsky/2013/08/29/improving-personal-public-relations/
“Public relations refer to the total communication strategy conducted by a person, a government, or an organization attempting to reach and persuade an audience to adopt a point of view” (Campbell, 421).
"An image... is not simply a trademark, a design, a slogan, or an easily remembered picture. It is a studiously crafted personality profile of an individual, institution, corporation, product, or service" (Campbell, 421).
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