The author of this article, Andrew Keen, believes the there are “grave” consequences as a result of today’s participatory “Web 2.0”, such as threatening our values, economy, and creativity. Describe in detail 3 of the American “institutions” (values, economic institutions, etc) that Keen feels are threatened in this chapter, and explain why he feels this way.
Close each section by agreeing with or refuting his arguments. You can use examples from the reading or from other online sources.
Andrew Keen examines many American institutions which are being threatened by the rise of piracy. Overall, I feel that he feels that a lot of creativity and intelligence is being sacrificed because people still need to make money. The entertainment industry is suffering because of the availability of the downloading of texts, movies, and music online. New superficial reality television shows and online movie rental services are on the rise, as it is a cheaper way of providing entertainment and making fast cash. However, what are we really sacrificing in the process?
Keen makes a valid claim that Hollywood is in Crisis. The sales from DVDs and box office receipts are less and less likely to balance out the high production costs of the movies. New methods of being able to watch independent films online the same day as they are released in the theater shows the desperation of filmmakers to try and work with the Internet. Keen discusses other methods which moviemakers use to try to work with the Internet to advertise their films but fail, like Snakes on a Plane. The strategy was ineffective in attracting people to go see the movie in theatres. However, it could have also been because the concept of the movie seemed ridiculous and just plain stupid. The one thing that Keen also fails to realize is that people enjoy going to the movies. It’s something to do on a night out. People will never stop going to the movies and downloading them illegally off the Internet or buy them bootlegged doesn’t provide the person with a high quality film, and I don’t think people are ready to give up on quality with all the push of HD and Blueray movies.
Keen also sees how the world of advertising is being threatened and in turn is having an effect on the kind of television that we see. Sponsors of some of our most loved television programs, such as Daimler-Chrysler and Ford are cutting their advertising budgets because people are using DVR or TiVO to fast forward commercials. We are now receiving the majority of our dose of advertising through the cheaper reality and game shows. Keen quotes Jeff Zucker, CEO of NBC Universal’s television group who said that advertiser interest wasn’t high enough to justify spending on scripted shows, such as Friends or Seinfeld. In reality, the entertainment industry is as much of a business as anything else and needs money to function. The quality of our entertainment is not going to be what we want it to be since the advertisers can no longer spoon feed us their jingles.
Keen also discusses the threat to American news. People are getting their news online and more and more people would rather watch celebrity news. NBC cut costs in 2006 by eliminating 5 percent of the company’s workforce. The “personality” of the news is now upholding more value than the content so what we hear can be slanted or cut because it’s not what we “want to see.” Traditional newspapers are also at risk of survival because of the availability of the news online and the shift of advertisers online instead of in-print.
As wonderful as the Internet is on a personal level, it is causing the nation’s top industries to tremble. If the effects grow more drastic, who knows what will happen to these industires. They could possibly be replaced, as old systems once were, affecting our economy, our entertainment, and the way we recieve information.
In this article, the author makes a reference to Sir Thomas Moore’s satirical novel from 1515, Utopia. Explain what the idea of “the sheep are devouring men” means and explain how Keen relates this to the Web 2.0 world. Please use an example from the reading or another source to illustrate your answer.
Today people don’t have to put themselves out there to have an impact on how society functions because of the anonymity of the Internet. I interpret Sir Thomas Moore’s quote “sheep are devouring men,” as the sheep being those who hide behind their computers, making millions, while those who are not able to keep up with the ever changing technology as the men.
An example I found in the reading was the web-based movie renting service, Netflix. Independent and even conglomarate video stores are suffering because people no longer have to leave their house or go out of the way to get a movie. The sheep are those hiding behind the Netflix Internet, not having to deal directly with the customer. They provide customer service through the phone, but that is how far they'll go. This is the same case for the post office. People no longer send mail. E-mail is much faster and efficient so people are no longer interacting in the post offices across the Nation.
More and more of the news is becoming web-based also. Now everyday people even have the right to share their "news" online. They don't need to fully present themselves to share what they feel is important. More and more people are hiding behind their computers, even people who are not trying to make money online through networking sites like Faceboook or Myspace.
December 03, 2008
November 20, 2008
Growing Up Online
PBS Frontline's "Growing Up Online" reminded me of all the arguments my parents and I used to have about the Internet growing up. I believe that the Internet can be a potentially scary and dangerous place if you allow it to be. It also has granted younger and younger children access to a range of things that they would normally not be introduced to until they were much older. However, Fronline portrayed the very dramatic aspects of the world wide web and its consequences. It showed the effects of cyber-bullying, anorexics using the Internet as a safe haven, and paranoid mothers afraid of child predators.
The Internet is a place where you can find out information on pretty much anything. An eleven-year-old can learn how to make cocaine or a home-made bomb. However, it is also an important resource for education. I feel that if you know how to use the Internet and beware of the dangers you face from predators, identity theft, or the threat of cyber-bullying then the Internet can be a positive tool.
I watched the Evan Skinner's (PTO mom) reactions to the Frontline comments about her. She said she went online everyday and checked at least 20 times to see if anyone had anything nice or negative to say about her, which is proof that the Internet is addicting. Social networks like Myspace and Facebook allow people to communicate face-to-face and also in virtual world.
We should also be aware of the media trying to advertise to us while we're online. Most websites are sponsored. Some websites use very clever methods of advertising, like video game advertisements. The movie that was released over the summer, Pineapple Express had its own online video game on Facebook. Advertisements pop up at us and sometimes they're impossible to close. We can use ad blockers to limit the amount of pop-ups we see everyday, but whether we like it or not, online or offline we are presented with hundreds of advertisements a day. It is how we react to them that matters.
The Internet is a place where you can find out information on pretty much anything. An eleven-year-old can learn how to make cocaine or a home-made bomb. However, it is also an important resource for education. I feel that if you know how to use the Internet and beware of the dangers you face from predators, identity theft, or the threat of cyber-bullying then the Internet can be a positive tool.
I watched the Evan Skinner's (PTO mom) reactions to the Frontline comments about her. She said she went online everyday and checked at least 20 times to see if anyone had anything nice or negative to say about her, which is proof that the Internet is addicting. Social networks like Myspace and Facebook allow people to communicate face-to-face and also in virtual world.
We should also be aware of the media trying to advertise to us while we're online. Most websites are sponsored. Some websites use very clever methods of advertising, like video game advertisements. The movie that was released over the summer, Pineapple Express had its own online video game on Facebook. Advertisements pop up at us and sometimes they're impossible to close. We can use ad blockers to limit the amount of pop-ups we see everyday, but whether we like it or not, online or offline we are presented with hundreds of advertisements a day. It is how we react to them that matters.
November 09, 2008
The Persuaders
1. Where are we headed? What's the future? What are your thoughts on how far the techniques of persuasion might go?
I believe that we are headed into a future where marketing and advertising tactics push even future than they do now. This is because our society is dependent on money and the amount of money we make depends on how our product or company's product sells. The way a product or service sells is through advertising. Now that there are such big businesses and media conglomerates, advertising is necessary for the survival of companies, big and small. I believe that people respond to advertisements. They connect with people on an emotional and sensual level. These feelings will only grow stronger as time goes on and as marketing becomes a bigger field. There will always be a group of people that is opposed to marketing and advertising, like Frontline, who makes this field look like an evil industry, when really the techniques are run by consumers themselves. I feel that in time, market research will develop vastly through the internet. I think that companies will begin to do research on popular google searches. They want to know what will sell a product, and within the world wide web lies their answer.
2. Is there something distinctive in the American character that makes us susceptible to this world of advertising and messages? "The Persuaders" program explores the idea that Americans are seeking and finding a sort of identity in buying/joining a brand. What is this about?
The American character is all about "stuff." We feel the need to possess material things, and in some cases, these things define our status in society. We want the most popular MP3 player, the iPod even though there are MP3 players sold in the market with the same features and capabilities. Americans most often pay for the brand and this is mostly to blame on the smart techniques that iPod and similar brand name companies advertise their products. Frontline theorizes that Americans are seeking and finding an identity in buying or joining a brand. This is what the marketing campaign of product does. It creates some sense of community among users of a certain product. It finds out what is important to this demographic of people and what makes them buy their product. It is typically true that Mac users are different from Windows users. This is because the target markets of the products are different and the advertisements and features of each product appeal to different emotions of the people in the target markets.
3. What are the common elements in the persuasion/selling strategies of advertising and marketing? And how can we move about in this world with a degree of self-awareness as to what's happening, especially since all these messages are increasingly trying to move us to act and make choices on an emotional level?
Some of the common elements in the persuasion/selling strategies of advertising and marketing are a sense of connection, the way in which it is omnipresent, subtle in a sense, and that its purpose is to sell. We should always be aware that we are constantly being marketed to. We should know that people are trying to make a living, as we are and that not all of what people say is true. We should try to not feel an emotional connection to a material possession, and see it for what it really is. Letting others take over your emotions when being marketed to is dangerous. However, we do not need to lock ourselves in a room to avoid this solicitation and we need to realize that marketing is not necessarily a bad thing. We just need to be aware of our own economy. We need to weigh our wants and our needs and make decisions that are right for us; not just what is right for everyone else. It is our responsibility to make good judgments followed by good decisions.
I believe that we are headed into a future where marketing and advertising tactics push even future than they do now. This is because our society is dependent on money and the amount of money we make depends on how our product or company's product sells. The way a product or service sells is through advertising. Now that there are such big businesses and media conglomerates, advertising is necessary for the survival of companies, big and small. I believe that people respond to advertisements. They connect with people on an emotional and sensual level. These feelings will only grow stronger as time goes on and as marketing becomes a bigger field. There will always be a group of people that is opposed to marketing and advertising, like Frontline, who makes this field look like an evil industry, when really the techniques are run by consumers themselves. I feel that in time, market research will develop vastly through the internet. I think that companies will begin to do research on popular google searches. They want to know what will sell a product, and within the world wide web lies their answer.
2. Is there something distinctive in the American character that makes us susceptible to this world of advertising and messages? "The Persuaders" program explores the idea that Americans are seeking and finding a sort of identity in buying/joining a brand. What is this about?
The American character is all about "stuff." We feel the need to possess material things, and in some cases, these things define our status in society. We want the most popular MP3 player, the iPod even though there are MP3 players sold in the market with the same features and capabilities. Americans most often pay for the brand and this is mostly to blame on the smart techniques that iPod and similar brand name companies advertise their products. Frontline theorizes that Americans are seeking and finding an identity in buying or joining a brand. This is what the marketing campaign of product does. It creates some sense of community among users of a certain product. It finds out what is important to this demographic of people and what makes them buy their product. It is typically true that Mac users are different from Windows users. This is because the target markets of the products are different and the advertisements and features of each product appeal to different emotions of the people in the target markets.
3. What are the common elements in the persuasion/selling strategies of advertising and marketing? And how can we move about in this world with a degree of self-awareness as to what's happening, especially since all these messages are increasingly trying to move us to act and make choices on an emotional level?
Some of the common elements in the persuasion/selling strategies of advertising and marketing are a sense of connection, the way in which it is omnipresent, subtle in a sense, and that its purpose is to sell. We should always be aware that we are constantly being marketed to. We should know that people are trying to make a living, as we are and that not all of what people say is true. We should try to not feel an emotional connection to a material possession, and see it for what it really is. Letting others take over your emotions when being marketed to is dangerous. However, we do not need to lock ourselves in a room to avoid this solicitation and we need to realize that marketing is not necessarily a bad thing. We just need to be aware of our own economy. We need to weigh our wants and our needs and make decisions that are right for us; not just what is right for everyone else. It is our responsibility to make good judgments followed by good decisions.
November 04, 2008
The Merchants of Cool
The marketing tactics of the product researchers are not only a bit extreme but also it seems that they are not that effective and are intrusive. It is true that it is hard for market researchers to understand what a teenager wants and what will make them buy a product since styles and ideals are constantly changing. One day something can be "in" and the next day its "out." I can see why they are trying so hard. It is a very desirable market to be in because typically teenagers have nothing to spend their extra cash on than their wants. Usually parents take care of what a teenager needs and they are left with spending money. It is a $33 billion dollar a year industry and everyone wants a piece of the pie.
A tactic that seemed a little ridiculous was going to spend the day with an "average" teenager. This only gives the world of one teenager in one city in one state in the country, even if they do this several times in different areas. It is too expensive and just seems like a waste of time. I thought a good idea was paying kids to come in and talk to a marketing director on what they want to see more or less of and how they respond to certain types of media. However, I still feel that the range of kids who were asked these questions was very limited. I'd think that polling a high school after they got out of classes for the day would give more feedback or posting a survey on a social network, such as Facebook for males and females of a certain age group would have more of an affect on market research.
I think some of these methods are a bit intrusive as well. I feel like some of these methods are what pushes younger kids try to go against the "mainstream" media because they feel that so much is thrown at them at once. They're consumed by what adults think will sell and are shown images of "sex symbols" such as Britney Spears at such a young age that they feel that they either need to be like them or go completely against them. I feel there is no happy medium. For example, rage rock was some teenagers' way out of the advertised and highly publicized world of music until market researches took notice and made this type of rock music acceptable and popular. In other words, this type of music became knows as a "sell out." Unfortunately, big business always wins. The quote by Brian Graner, MTV's channel president of programming in 2001, at the end of the Frontline article, "And I can't help but be worried that we are throwing so much at young adults so fast. And that there is no amount of preparation or education or even love that you could give a child to be ready," hit home and made me realize how intrusive market research really is.
A tactic that seemed a little ridiculous was going to spend the day with an "average" teenager. This only gives the world of one teenager in one city in one state in the country, even if they do this several times in different areas. It is too expensive and just seems like a waste of time. I thought a good idea was paying kids to come in and talk to a marketing director on what they want to see more or less of and how they respond to certain types of media. However, I still feel that the range of kids who were asked these questions was very limited. I'd think that polling a high school after they got out of classes for the day would give more feedback or posting a survey on a social network, such as Facebook for males and females of a certain age group would have more of an affect on market research.
I think some of these methods are a bit intrusive as well. I feel like some of these methods are what pushes younger kids try to go against the "mainstream" media because they feel that so much is thrown at them at once. They're consumed by what adults think will sell and are shown images of "sex symbols" such as Britney Spears at such a young age that they feel that they either need to be like them or go completely against them. I feel there is no happy medium. For example, rage rock was some teenagers' way out of the advertised and highly publicized world of music until market researches took notice and made this type of rock music acceptable and popular. In other words, this type of music became knows as a "sell out." Unfortunately, big business always wins. The quote by Brian Graner, MTV's channel president of programming in 2001, at the end of the Frontline article, "And I can't help but be worried that we are throwing so much at young adults so fast. And that there is no amount of preparation or education or even love that you could give a child to be ready," hit home and made me realize how intrusive market research really is.
October 29, 2008
How Do media professionals "Know" their audiences?
Media professionals know their audience through product research. The media professionals have to decide what they are going to produce based on their marketplace, audience, and in the structure in which they operate. They have to get to know their market through surveys and feedback, product sales, reviews, and ratings. However, the information we receive from media professionals is also based on their personal opinions and ideology. In fact, we may not be getting the whole truth because the media they produce is partially based on what they want us to know or what they think is the most important for us to know. Product research may be a lot easier for a local news channel that operates in New Jersey than a media agency which maintains itself in a global market.
Media professionals who produce globally distributed media texts have to get to know their audience once they have surpassed the restraints of organizational and external factors. Some organizational factors are the specific routines of production, ownership structure, editorial line while external factors are imposed on the organization by things such as the economic power of advertisers, the laws concerning libel or defamation, and the willingness of the economically powerful to co-operate in the production of the media texts. Product research on a global scale has surpassed simple surveys and ratings. Methods now include observation, participant observation, interviews, case studies, archival research, and detailed analyses of public and private documents. This is a job not just done by one person, but a group of people. Media professionals want people to "jump in" and do the research on an interpersonal level so that their product will be successful.
An example of globally distributed media is the movie High School Musical. It has become a worldwide phenomenon, although produced in the United States in English. The team of market researchers had to have asked themselves the question of how they could get the movie to sell worldwide. Product research on a global scale has gone passed knowing your audience. It has become the pushing and promotion of the product, through sources like iTunes (already used worldwide) at a target audience. People responded to this media because of the way it was advertised.
However, in some cases such as the news, it is easy to worry that we are not getting the whole truth. The critical theory of product research described in the book describes the extent to which media professionals knowingly engage in the production of dominant ideology in the support of the ruling class or other dominant social groups. Are they leaving people out? Are they only telling us what they want us to know? It is a scary thought, and as a people we need to realize that media professionals are trying to sell something. They are researching our wants and needs to promote a product they have to offer that will make them money. We need to analyze everything that we are given and not hold everything to be the truth.
Media professionals who produce globally distributed media texts have to get to know their audience once they have surpassed the restraints of organizational and external factors. Some organizational factors are the specific routines of production, ownership structure, editorial line while external factors are imposed on the organization by things such as the economic power of advertisers, the laws concerning libel or defamation, and the willingness of the economically powerful to co-operate in the production of the media texts. Product research on a global scale has surpassed simple surveys and ratings. Methods now include observation, participant observation, interviews, case studies, archival research, and detailed analyses of public and private documents. This is a job not just done by one person, but a group of people. Media professionals want people to "jump in" and do the research on an interpersonal level so that their product will be successful.
An example of globally distributed media is the movie High School Musical. It has become a worldwide phenomenon, although produced in the United States in English. The team of market researchers had to have asked themselves the question of how they could get the movie to sell worldwide. Product research on a global scale has gone passed knowing your audience. It has become the pushing and promotion of the product, through sources like iTunes (already used worldwide) at a target audience. People responded to this media because of the way it was advertised.
However, in some cases such as the news, it is easy to worry that we are not getting the whole truth. The critical theory of product research described in the book describes the extent to which media professionals knowingly engage in the production of dominant ideology in the support of the ruling class or other dominant social groups. Are they leaving people out? Are they only telling us what they want us to know? It is a scary thought, and as a people we need to realize that media professionals are trying to sell something. They are researching our wants and needs to promote a product they have to offer that will make them money. We need to analyze everything that we are given and not hold everything to be the truth.
"Money As Debt" Analysis
One word to describe the short documentary on the United State's monetary system is scary. I found "Money as Debt" to be very interesting, and it confirms the truth about the United States. The poor gets poorer and the rich gets richer. Since the downward spiral of the present economy crisis and with the upcoming election, the short film provides us with the notion that the economy could collapse on itself and that the only way to fix it would be a complete change of the monetary system.
One new monetary system is nationalizing banks and having no interest rates on things like loans and mortgages, like Canada does today. This would mean that the rich would have to give up some of their money in order to support the country. They would not be able to be greedy and create money based on credit so that they can receive a higher interest payment.
This film helped me to realize the dangers we all face if our national debt continues to rise. We may have no means of solving even bigger problems with the money shortages. It is scary to think that our economy may collapse entirely and that the means of living that we know would be shattered. I feel that politics need to change drastically without changing the democracy and freedoms that we as a people posses. I feel that some people are entitled to a lot less freedom. It is true when people say, "Whoever has the money makes the rules." It seems that is what our economy has come down to, and the government needs to step in and do what is in the best interest for our nation as a whole.
One new monetary system is nationalizing banks and having no interest rates on things like loans and mortgages, like Canada does today. This would mean that the rich would have to give up some of their money in order to support the country. They would not be able to be greedy and create money based on credit so that they can receive a higher interest payment.
This film helped me to realize the dangers we all face if our national debt continues to rise. We may have no means of solving even bigger problems with the money shortages. It is scary to think that our economy may collapse entirely and that the means of living that we know would be shattered. I feel that politics need to change drastically without changing the democracy and freedoms that we as a people posses. I feel that some people are entitled to a lot less freedom. It is true when people say, "Whoever has the money makes the rules." It seems that is what our economy has come down to, and the government needs to step in and do what is in the best interest for our nation as a whole.
Subscribe to:
Comments (Atom)