Blog week 12 Left Behind

Another phrase to add to Wikipedia’s online dictionary is “Net generation” describing the global connected youth cohort born from 1977 to 1997 representing the first generation to “grow up digital” (The new consumer seeking value and control, 2009). To this group, new media are just another part of life but unbeknownst to them, all of this information has been commodified as businesses and corporations today vie for power, profit, and public interest.  Supporting leading theorist Dan Schiller, it appears corporate power has played a role in influencing and shaping the development of new media, transforming it into a market-driven global media and communications environment (Schiller, 2009). The original purpose of new media therefore, has been lost by commercial promise of widespread improvement of human condition, education, and entertainment thereby clouding our vision of the digital divide.

As Dan Schiller emphasizes, corporations around the world have identified the value of information and are now merging and partnering to seek better control of its production, transmission, and consumption (Schiller, 2009). Utilizing information vectors (means of delivery for flows of information) new online media spaces such as social networking sites, satellite radio, and popular search engines provide the opportunity to reach more target markets at a lower cost. Advertisers are capitalizing on this digital opportunity as new focus is placed on online communities and mobile networks for marketing and brand awareness.  During the five years to 2013, advertising that targets new consumer behaviors will grow 7.8%(from 12% in 2008), whilst pending on all other forms of advertising will fall by 2% compounded annually. As a result, by 2013 advertising that targets new consumer behaviors will account for almost one-fifth of the total global advertising pie (Advertising: Short term decline masks deep structural shifts, 2009). Today, businesses are exploiting the digital opportunity to increase their power, profit, and public interest cheaper than ever before.

So as these companies and businesses join forces they have been consistent with generating new media hype promising widespread improvement to human condition, education, and entertainment. Hype is defined as excessive promotion, exuberant positive/negative discourse, or exaggeration. Utilized for commercial interest, new media hype has been spread by those of the uncritical euphoric stance to help gain competitive advantage and capital as society ‘goes digital’. So far, some of the hype has been proven as our human condition has been improved through increased interactivity, instant access, and better entertainment. However, the claim is improving the human condition, have we forgotten the rest of the world?

The answer is we have forgotten about others, in the sense that the claim is technology has improved the ‘human condition’ yet in reality only the ‘information rich’ condition has been improved. As such, commercial promises of digital media hype cloud our vision of the digital divide supported by the fact that, “more than half of the worlds population lives more than two hours away from a telephone”(Flew, 2008). So as production and diffusion of ICTS increases so does the digital divide, the distinction between information rich and poor, and the gap between the haves and the have not’s. The Digital divide encompasses the global divide and the social divide both describing the differential access to, and use of the Internet. As we know, we live with access to all facilities and resources supporting an intellectually and economically rich lifestyle, however the claim improvement has been made to the human condition is false in the sense that we now have the ability to globally connect through new technologies and yet, many are still information poor.

Perhaps the new market driven, commercial greed from today’s big businesses clouds our vision of the digital divide as attention or efforts to help bridge the gap does not provide the opportunity for increased power, profit, or public interest. Essentially, there is nothing to gain, so instead of addressing the issue of the digital divide big businesses use new media hype instead.  For example the discourse on technology is aimed at the information rich anyway as advertisers and other successful businesses go to all ends to come up with innovative advertising, products, or services only available to those information rich. Basically, different economic situations create a major disadvantage to the information poor so supporting non-profit associations such as the one laptop per child is crucial to help bridge the gap. As founders Nicholas Negroponte and Charles Kane intended it is a truly charitable cause to give the rest of the world their “right to access” as there is no commercial interests for the one laptop per child program. Today, others such as Jonathon Richman have joined the efforts kick starting, “an evolution in marketing towards something called Marketing with Meaning with the main idea to create marketing that is in it of itself meaningful to consumer’s. It can be applied to billion-dollar brands or developing markets in developing nations to help bridge the gap (Gilbreath, 2009).  http://www.marketingwithmeaning.com/the-book/ 

Advertisers have used new technology to improve what aim to be the human condition by providing added value to products and services through innovative techniques. Companies have included Samsung, which installed free laptop and phone recharging stations for weary business travelers and Vicks creating a mobile alert service so people can track cold and flu activity in their neighborhoods. As Bob Gilbreath Chief Marketing Strategist at Bridge Worldwide comments, “the companies are growing by creating marketing that people choose to engage with –marketing that improves people’s lives. I call it Marketing with Meaning” (Gilbreath, 2009). Other meaningful marketing implemented have been Southwest airlines “ding” fare sales alert tool, Home Depot’s classes to teach people the skills of home improvement, Abbot Nutrition online tool to help people with diabetes manage their disease, and Dove’s mission to improve girls self esteem.

So as consumers or the “Net Generation” it is suggested to continue demanding these added value services, meanings, or connections from advertisers and businesses. Seeing over 3,000 ads per day gives the public high exposure, which increases our expectancy for innovative, meaningful, and eye-catching ads. Perhaps commercial interest should be set aside and more focus placed on using these online spaces to bridge the digital divide- I think the businesses would be surprised how much we would respond if they set all greed, power, and profit aside to help a good cause.

 

 

 

References

Gilbreath, B. (2009). The next evolution of marketing: Connect with your customers by marketing with meaning. Retrieved December 1, 2009, from; http://www.marketingwithmeaning.com/the-book/

Schiller, D. (2009). How to think about information, Retrieved Decemeber 1, 2009, from;://www.press.uillinois.edu/books/catalog/52abq7tk9780252031328.html

(2009). Advertising: Short term decline masks deep structural shifts. Retreived Novemeber 31, 2009, from; http://www.pwc.com/en_GX/gx/global-entertainment-media-outlook/pdf/advertising.pdf

(2009). Bridging the digital divide: Meet jonathan richman. Retreived November 30, 2009, from; http://afterpharma.com/2009/05/fp2/

 (2009). The new consumer seeking value and control. Retrieved Novemeber 31, 2009, from; http://www.pwc.com/en_GX/gx/global-entertainment-media-outlook/pdf/new-consumer.pdf

New Sense of Community

Tips to survive in the 21st century
1) Don’t put up anything up you wouldn’t want your grandparents to see
2) keep your friends close, keep your online friends closer
3) To impress the opposite sex don’t get a haircut-change your profile “pic”
Today, we find community in cyberspace as telecommunications connect users through computer mediated communication. These tips suggest how new media has influenced the nature of our social lives as modern culture now communicates through online communities.
Danah Boyd explores these online communities called social networking sites concluding, “Friendship helps people write community into being in social network sites.” Through these imagined egocentric communities users are able to express who they are and locate themselves culturally (Boyd, 2006). The definition and function of community has evolved as new media and telecommunications allow ideological communities, a new sense of connection, and a place for conviviality. Today, communities exist locally, regionally, nationally, and across the world resulting in globalisation and a new sense of community.
New media, telecommunications, and online communities reform our notion of emotional connection, support, and communication by providing the means to reach others in profound ways. Users now experience a shared emotional connection through social networking sites, blogs and chat rooms.
Ray Oldenburg suggests for all people there are three places in our lives- where we live, where we work, and the place we go to for conviviality aka the “third place”. This third place is described as a “home away from home for playful conversations. Today, computer mediated communication is our ‘third place’ facilitated by social networking sites such as Facebook, Myspace and Twitter. “What suburbia cries for are the means for people to gather easily, inexpensively, regularly, and pleasurably -- a ‘place on the corner,’ real life alternatives to television, easy escapes from the cabin fever of marriage and family life that do not necessitate getting into an automobile”(Oldenburg, 1991). This generation expects services such as Facebook, because it is always open and always on. Statistics on the official website reveal there are 300 million active users, its fastest growing demographic is those 35 years and older, people spend more than 8 billion minutes each day (world wide), 70% of users are outside U.S., and since its December 2008 debut more than 15,000 websites, devices, and applications have been implemented proving it is a perfect example of our new found “third place”.
Facebook creates a sense of community and conviviality as it allows us to connect with others globally on all levels. The site facilitates a network of networks through status updates, commenting, messaging, creating photo albums, tagging photos, poking, instant chatting, video sharing, joining/creating groups, and instant mobile uploads.
The function and definition of community has changed as limitations such as privacy and ethicacy issues have affected the user’s online experience. Previously communities functioned as dependable, locatable, and quick response support groups but now communities are often unreliable, global, and delayed in response. The U.S. Computer Emergency Readiness Team cautions users from providing too much personal information, warning even though the internet provides a sense of anonymity, the lack of physical interaction provides a false sense of security causing us to naively trust our so called “friends” online.

As Boyd notes a users list of friends defines the audience that they believe they are addressing whenever they modify their profile or post a bulletin. Our sense of community has changed as we now recognize “social networking sites are not just a friends-only space; they are a public space with assumptions about the scope of that public.” With social networking sites, our community is our audience. Today our community is not a private source of support, it is more like a gossip column facilitated by the newsfeed to find juicy info about those ‘searchable some ones’ or anyone in the network.
So what does all this mean for businesses, organisations, and industries?
One industry monumentally affected by our new sense of community is advertising, as social networking sites, new technologies, and user generated data bring new opportunities and challenges. Nowadays, Advertising surfs the web as we do. A recent study by comScore found social media sites represented 21.1% of U.S. internet display ads in 2009 with MySpace and Facebook accounting for more than 80% of those ads as they can deliver high reach and frequency to target segments at low cost (Oreskovic & Lewis, 2009). Social network sites being high traffic, always on, and always available provide a bargain means for advertisers to reach consumers. E-Marketer recently released statistics showing how social network users talk about companies and brands, proving social network marketing is possible: 52% become a fan/follower of some other company/brand, 46% said something good about a brand/company, 23% said something bad about a company/brand, 18% promoted some other company/brand, and 12% promoted their own business. (Corwin, 2009) Today advertisers live in a dog eat dog world thriving off vision, imagination, and innovative minds. The alpha dogs today include the media agency OMD and Medialets, an analytics and advertising agency pioneering the world’s first shakable ad for Dockers, prompting users to shake the phone in order to set the on-screen freestyle dancer in motion. Using Medialets platform, the ad leverages the iPhone SDK allowing ads to tap into the phones GPS, accelerometer, and microphone, with the ability to work without signal. Other companies using Medialets innovative platform include a soda company that created an interactive bottle of soda that is motion-sensitive (the user shakes up the bottle and it splashes all over the screen) and a car rental company that can determine if a user is outside their typical geography and serve a CPA ad (Perez, 2009). http://www.readwriteweb.com/archives/the_future_of_advertising_is_shakable_and_location_based.php?sms_ss=email
As society evolves our sense of community evolves, as we find ourselves lost in cyberspace. Social network sites aka online communities form a false sense of reality as many view their friends as an audience or public- unlike traditional communities, which viewed their friends as a support group. Advertisers react to this new sense of community by strategically placing types of products in these online spaces, while also trying to come up with the next best thing to catch consumer attention, interest, and support.
As technologies advance and online communities grow advertisers go to new heights to grab our attention, and shakeable ads seem just the beginning…as many say it’s a dog eat dog world out there and advertisers don’t want to be left in the doghouse.

Traditional Stories Retold

It was the “good ole’ days” when mom was in the kitchen baking and kids were running around outside yelling Pow, Pow, Pow as they played cops and robbers often mimicking the scenes out of what was then a black and white TV screen. Well boy have times changed, today’s cops and robbers experience can take place plopped on the couch or in bed and unimaginably it’s even more realistic than real life. This is possible through the game console, costing a pretty penny, where with the purchase of a few “gadgets” an interactive, international-user experience emerges.

Overtime the diffusion of new media has allowed audiences to connect through networks forging collective intelligence and the knowledge economy where average people are not only users of content but producers. Now, we are all creative artists with this new networked economy posing a threat to mutually exclusive job titles. The existing shared collective intelligence online has created the emergence of Creative Industries describing the link between arts, media, and ICT sectors to get a “them and us” connection. These creative industries recognize the opportunities of these “prod-users” who are creating powerful and innovative user generated content. User generated content became part of the tech-language as online users began modifying, renewing, and interacting with content then sharing it via blogs, videos, or web pages. Creative Industries and various other “consumer-hungry” industries saw this as a chance to rejuvenate traditional media by taking advantage of this online user generated content. These users, immersed in the digital world, form the creative industries with their contribution of content or ideas responding to a part of our technoculture- Transmedia story-telling. More simply stated Transmedia Storytelling in connection with the Internet has resulted in users innovatively responding through mimicking, modifying, critiquing or renewing content from traditional stories. Today, user response and modification of content has become increasingly popular and legal for users- resulting in a more complex world and ultimately, a creative boom.

What does this all mean?
Basically since the cavemen we had pictures to represent daily activities, lives, and people. In time new innovations followed including printed media, TV, radio, phone, and the computer. Through all of these mediums generational patterns, events, and most of all stories were shared. Once upon a time, stories were confined to the medium in which they were shared. However, today traditional stories are modernized and outfitted to support multiple mediums and franchise efforts allowing the story to reach more audiences and live on. Creative Industries being money-hungry and savvy have taken advantage of modern technology and user generated content. Today media, film, TV, and entertainment industries retell traditional stories in innovative ways which allow interactivity, co-creation, and coordination with users and audiences. This world of audience-producer exchange allows the opportunity for a wide range of plots, stories, episodes and most of all new versions to emerge. In perspective, the burger flipper from Tennessee picking his noise could have an idea, share or post it online, and embarrass a whole boardroom of over-paid snobby creative directors who just couldn’t fathom what to do. It’s a scary thought and many industries are biting their nails trying to keep ahead.

The so called “aha moment” lies in the industries taking traditional stories and weaving in technology-spreading the franchise across multiple media platforms therefore offering a “more complete universe.” As a society we have all grown up with parents reading us books and listening to fairy tales, watching movies which turn into TV shows or vice versa. However with the emergence of digital media other extensions to the original traditional storyline emerged such as videogames, action figures, dolls, posters, home décor, kitchenware, towels, toys, clothing, recently the ever-powerful website, and much more. As a society we all watch a movie or TV show and expect another outlet to get more information, connection, interactivity, and specifically today-a website. Examples of traditional stories/ fairytales which have been franchised and re-told through generations include Scooby Doo, Cinderella, Batman, Matrix, Superman, Star Wars, Spiderman, and many more. All of these stories feature all extensions to offer a more “complete universe” allowing the audience to continue the story or adventure with their own ending or outcome. Specifically Scooby Doo debuted as a cartoon way back when, it then went on to become a movie with ‘real life’ characters, total of 12 videogames, party supplies, bedding, kitchen ware, clothes, board games, computer games, dolls of the characters, toys, and now website with downloads, mini videos, interactive games, and a “zoinks points” incentive where you get ‘unlocked exclusive content when you buy any Scooby Doo product.”(show on WB kids network- http://scoobydoo.kidswb.com/#)
Today, the digital world of Transmedia Storytelling is beginning to fundamentally undermine the current industries students and young adults want to pursue as a result of user generated content, collective intelligence, and the internet. As said before, that booger picking-fast food burger flipper from Tennessee, the ‘average Joe’, and any other member of society is now the competition. As a result we must strive to become knowledge workers in this new age.

In response, all current Creative Industries are taking precaution, more or less damage control before the damage occurs-which is predicted to be soon. So considering a career path in advertising it is crucial to take advantage of university resources, think as a knowledge worker, and ultimately challenge the status quo. Keeping up to date with industry reports and news is also beneficial to get someone ‘a step’ or two ahead of the game. According to the U.S. Department of Labor for advertising, the completion of an internship while the candidate is in school is highly recommended as far as education and training. Other more obvious requirements include vital computer skills and the ability to communicate in a foreign language, especially cities with large Spanish-speaking populations. (Anonymous, 2009) http://www.bls.gov/oco/ocoS020.htm#training Seek job career search enlightens job seekers in advertising that, “As media becomes more fragmented and consumers better educated, there is less emphasis on mainstream advertising. Now there’s the Internet, direct marketing, PR, viral advertising, ‘word of mouth’ and ambush marketing to consider. Parent companies of advertising agencies are buying specialist marketing services. Understanding the role each plays in the overall mix is crucial and agencies are seeking people who naturally think outside the square. Those looking to get into the media side should demonstrate a passion for and an awareness of the media environment. At the end of the day people respond to enthusiasm and passion – things that cannot be faked. However, to get a recruiter's attention in the first instance, you will need to create an outstanding resume.”(Anonymous, 2009) http://www.seek.com.au/career-resources/faqs/Advertising/index.ascx) Innovative ideas have emerged as it has become more crucial for job applicants to stand out. Katharine Hansen, with a Ph.D is a leading proponent of deploying storytelling for career advancement. She is an author, career guru, and instructor with a book called a Storied Career. After research, many people encourage capturing pivotal career moments through creative video or digital art form as a method to be remembered in the job interview process. This suggestion would seem to get the job done to stand out if used effectively, so it is wise to compile all creative works to share our individual life stories. In the end, the link between Transmedia Storytelling and Advertising lies in new requirement of employees to think completely outside the box while utilizing digital technologies, and possibly re-engaging audiences through traditional appeals or stories. Today it is crucial to consider the past, present, and future environment in order to creatively capture the audience by means of the popular digital media. Advertisers must adjust, adapt, and aim high to survive.

To conclude, if we look back in history traditional stories permeated culture because they reflect where and who we are at a particular time. This in short explains why traditional stories survive the ever changing economy, industries, and generations- they represent the worlds of the time they were created. Perhaps a representation of our generation would be similar to a Survivor episode with frantic efforts to outwit, outlast, and outplay the competition. I suppose, only time will tell what the future has in store for us.





References

A career in Advertising: What’s happening right now? (2009). Retrieved October 17, 2009, from: http://www.seek.com.au/career-resources/faqs/Advertising/index.ascx.

Advertising, Marketing, Promotions, Public Relations, and Sales Managers: Training, other qualifications, and advancement. (2008). Retrieved October 17, 2009, from:
http://www.bls.gov/oco/ocoS020.htm#training.
Hansen, K. (2008). Tell Me About Yourself: Storytelling that Propels Careers. Retrieved October 18, 2009, from: http://www.quintcareers.com/Storytelling_that_Propels_Careers.html.

Guiding Change to Communications Media

To understand who or what is driving changes to the communications media we must understand the past, present , and future with focus on the emerging existence of a Knowledge economy. This describes an economy where information and technology are central to wealth and creation through networked ICTS, media, and globalisation. Within the Knowledge economy is digital capitalism simply describing the business which takes place. Specifically, business in the knowledge economy thrives off of commodification.
Surviving in today’s economy and the future Knowledge Economy comes down to hypercapitalism or reorganising the foundations of economy and business structure. Basically it’s a “do or die” world where failure to adapt and integrate technology threaten business and personal opportunities. Andy Grove, the former chair of Intel said that by the mid-2000’s all companies will be Internet companies, or they won’t be companies at all (Economist, 1999).
In this economy are Knowledge workers described as idea producers and the ultimate information and communication processors. The role of these workers involves analysing information, thinking critically, producing new ideas, and working in teams.
When thinking in broader perspective all of this change is man-made. Man is responsible for revolutionary changes throughout history including the light bulb and since then has made further epic discoveries. These discoveries are made by the ‘super-creative core’ the ‘thought leaders’ which now make up twelve percent of the U.S. workforce. This creative class of people serve a large contribution to contemporary economic growth, accounting for 47% of wealth in the U.S. economy. This is where media companies come into the picture.
The link between communications media and people is that these “thought leaders” are the brains behind all of the innovative advertising campaigns which influence social norms, gender roles, stereotypes, language, culture, and also spending. So with today’s globalisation multiple audiences are being targeted resulting in our thoughts, feelings, and behaviours to be drawn from these media channels. This power over society can have vast implications on businesses, products, people and their reputations based on how stories or people are portrayed.A specific example of communication media’s power is the effect on the diffusion of innovations. With today’s communications media the instantaneous connection to networks and the publics response can quickly deem a product or new innovation a success or failure. As a result, the knowledge workers become more vital to all companies whose survival lies with the ability to sustain competitive advantage and produce new ideas.
These knowledge workers create the innovations, other knowledge workers create ads to promote these innovations, and the communications media provide the outlet to share the story with the world. When this outlet releases the story, the public responds by accepting, rejecting, or influencing new ideas completing the never-ending cycle.
The technological innovations have greatly affected all aspects of modern life. Today’s companies expect idea generators and the ability of employees to process and communicate information in an ever-changing environment. One profession affected by this digital age is Advertising, who relies on the creative power of the so called “knowledge workers” to keep ahead and survive in the highly competitive industry. Advertisers have utilized the technology and all forms of communications media to reach the intended markets. For example, product integration was discovered by Zazza describing digitally inserting a product into a TV show before air time allowing higher profit opportunity since company’s may compete for the same spot. Companies are desperate for brand awareness to compete in the global market so sky’s the limit to their advertising efforts. For example, Ford had American Idol contestants sing car songs such as “Mustang Sally”, and even parked a Mustang in the studio audience of Jay Leno (Rose, 2003). Another popular way to advertise has been introducing the season premiere of popular shows on TV. For example, Ford premiered the hit show 24 with actors driving all Ford cars. In this case, knowledge workers or advertisers are taking advantage of consumer reports and supporting/sponsoring those popular shows ensuring the target market or audience will be reached. Even popular programs such as TiVo have turned to advertising through selling customer data and disk space to advertisers (Rose, 2003). Some say TiVo can help advertisers and TV programmers because it maps out more specific markets making the advertisers job less involving.
The new digital age has forced advertisers to invent new ways to capture their target audience. Companies taking the risk and aiming for that shock factor include Quividi, Holosonic, and Xscape Ski centres. Quividi installs cameras systems in billboards with computer technology analysing the passing people. “We know this many people have walked in front of the screen, how many turned to face the ad, and how long they looked at it,” says Paolo Prandoni, Quividi’s chief scientific officer. “We can even tell their gender with an accuracy of 85% and measure who approaches to find out more.” This company also had digital adverts that change depending on the gender watching, and is in the process of upgrading its system to detect different ages and family groups. Quividi http://www.quividi.com/vidireports.html insists that no data is permanently recorded. Also a U.S. tech. company called Holosonic http://www.youtube.com/watch?v=x7jomMw8px8&feature=related has developed the audio spotlight (a system that fires a beam of sound onto a small area from a distance of more than sixty feet. The company claims the effect is to “entertain and startle” pedestrians without being audible to anyone outside the zone (Harris, 2008). One more inventive company is Xscape ski centres serving as the first UK location to use 3-D ads with images that “jump out” 2ft from the screen. These creative ideas are the result to meet the demands of the changing technological environment where “anything goes”.
The new world is filled with uncertainty and challenges in the economic environment. Ultimately, the thought leaders in the emerging Knowledge Economy are the brains behind the technological innovations and change transforming the modern world. In the end the consumer benefits from all the advancements because a competitive environment drives prices lower and quality assurance higher. Soon the “gloves must come out” for some industries and dependence on knowledge workers to come up with the next best thing is pivotal in the days ahead.
To conclude we are the product of our creations and in today’s society some are left in bewilderment and scepticism as to what is to come. So to be safe, we can only prepare for the worst and hope for the best.

Harris, M. (2008, June). Digital advertising is watching you. Retrieved October 3, 2009, from:
http://technology.timesonline.co.uk.html.

Rose, F. (2003). The fast-forward, on-demand, network-smashing future of television.
Retrieved October 6, 2009, from: http://www.wired.com/wired/archive/11.10/tv_pr.html.