Rushkoff: The Persuaders
Key Terms
* neuromarketing (psychological) - focus groups; types of emotions--how do they make people feel? consumers driven by unconscious needs and impulses; unconscious associations for every product we buy deep in our brains; every word has a "mental highway"; start with cortex, go into emotion (telling a story; "you are a five year old from another planet"). then have them relax and recall info; neuroscience has taught us that emotions are what drive us. (feel-->do-->think). Synchrony (attention) + intensity (impact)= engagement.
Example: Brands use neuromarketing, and may conduct focus groups to get people talking about their products and what they associate those products with. For example, the clothing brands Abercrombie and Fitch and Hollister, which draw much of their inspiration from Southern California locations, might conduct focus groups in which they ask participants to tell what they immediately associate the brand with in their minds, how the brand makes them feel, etc. Participants might say they associate these brands with the summertime, and that the brands make them feel fun and relaxed. The companies can then use what consumers say within focus groups to further improve and enhance their brand image and specific products themselves.
* emotional branding-getting consumers to identify with a specific brand emotionally; have a basic understanding of consumers' emotions towards products/issues, and play on them in advertising
Example: The ASPCA movement's commercials against animal cruelty always depict images of sad and lonely-looking pets set to a slow, melodramatic song that plays on viewers' emotions. Advertisers know that the consumers will be emotionally stirred upon seeing the images of the sad and abused pets, and know that their target audience are animal lovers who do not want to see these animals hurting. Thus, by stirring up viewers' emotions, ASPCA is using an emotional branding method.
* branding/creating a culture around a brand- creating the identity of a specific product, service, or business. Delta song created a distinct brand identity, and brand identity comes through in advertising, but consumers could not tell what airline the advertising was far
Example: In The Persuaders, we see that Delta Song tried to create a culture around a brand--women and children and women with families wanting an airline that would cater to their comfort and relaxed lifestyle, providing them with luxuries they may not be able to get on any other airline.
* narrowcasting-reaching out to consumers on a one-to-one basis; example-customized video messages tailored to their own demographic (for voting); gives politicians chance to say some things to some people that they wouldn't want others to hear
Example: info delivered from door-to-door during the 2004 election that may have given specific details and attributes about John Kerry, but nothing the people getting the message wouldn't specifically want to hear or would disagree with.
* rhetorical marketing- use of specific words and phrases to effectively advertise a product, service, or business. The words we choose to put in an advertisement are important, and specific word choices can help cater to the audiences they are trying to reach.
Example: Mcdonald's use of the tagline "I'm lovin' it" is simplistic and speaks to all. The corporation's choice to put the word "lovin'" rather than "loving" appeals to the informality and quickness of the chain, as are the words they put within the actual ad and how they are delivered.
* under the radar marketing- a more untraditional form of marketing (not print, television, film, etc)
Example: a video that goes viral on youtube that portrays advertising in a unique, untraditional way
* across-media marketing-this type of marketing does not lend itself to one specific medium--it is seen everywhere.
Example: Jet Blue advertises in print, on television, and I have even seen ads on billboards and subway cars. Transportation applies to everyone, and traveling is obviously a widespread process, so authorities know everyone who commutes already via train every day may be more likely to travel on airplanes than others.
* product placement across media- frequently seen on tv and movies, product placement refers to images and logos of various brands that may make us more likely to associate with a brand.
Example: In the movie, Josie and the Pussycats, much product placement is used, perhaps somewhat comically, as it gets readers/viewers to identify with elements of the film.
Tuesday, November 30, 2010
Tuesday, November 16, 2010
Monday, November 8, 2010
The Internet and Democracy
1. Based on this debate and previous readings What Definition of democracy do you feel is most fitting for us to use in-conjunction our growing reliance and integration of digital networked technologies?
In my opinion, the most fitting definition of democracy for us to use in conjunction with our growing reliance and integration of digital networked technologies is as a democracy which exists on the internet where people can voice their own opinions whether it is anonymously or not. Due to the growing popularity of sites such as wikipedia, youtube, and more, the internet truly is a democracy, as we all have the freedom to post our own material when we want, however we want. It's true that there are rules and regulations for what we post, but the fact that there is no higher authority necessarily preventing us from doing what we want in the internet, it constitutes a democracy. Thus, the definition of democracy that I most closely agree with is the one that Andrew Keen describes in his argument and work.
2. How does your answer to #1 fit into the unchecked nature of Web 2.0 technologies, and what are some tangible examples of this? Do you feel this is an important issue that needs to be addressed further?
In my answer to #1, I explained that a lot of websites on the internet today involve users posting whatever they want no matter its content and credibility. For example, Wikipedia, whose founder Jimmy Wales was included in the debate footage, is a website many internet users rely on to quickly check facts and use as a main source when writing papers, doing projects, etc. Youtube also is unchecked and unregulated, as users can post explicity material and footage from movies or television programs that, if discovered, qualify as copyright infringement and must be removed by the user who posted it. I think that the biggest issue that has to do with the unchecked nature of Web 2.0 technologies is the existence of sites which promote anonymity such as formspring and collegeacb.com. On these sites, people have the freedom to post harmful statements about their peers without suffering any consequences. This results in both violence and the diminished self esteem of many. Therefore, I do feel that this is an important issue that needs to be addressed further because it is resulting in increased cyberbullying and cases of internet violence everywhere.
3. Define and describe the phenomenon of the Media echo-chamber as described in the Internet Debates. What are some examples of this silo effect, and do you believe it is an issue that needs to be addressed? Why or Why not?
The Media echo-chamber as described in the Internet Debates states that internet users are able to visit and support websites whose beliefs and content mirrors their own beliefs and ideas. Examples of this silo effect include blogs on which writers project only their own views on the general public. Internet users read these blogs in order to affirm their own beliefs and use content they see on these blogs to further develop their opinions. I don't think that this is necessarily an issue that needs to be addressed as much as others such as the unchecked nature of the internet because blogs exist that support a myriad of opinions, and as long as people have some sites they consult to back and amplify their opinions, it's not as big of an issue as other things that exist on the Internet that I believe are ultimately more threatening and dangerous.
4. What are some ways that expertise and authority could be (or is being) enforced on the internet? Who would be behind these forces? Why do you believe are they are needed or not needed?
Some ways that expertise and authority could be enforced on the internet are by having some sort of censor as to what types of words, images, etc. can be posted on any given website. For example, on a site such as collegeacb.com or youtube, which allows users to post offensive comments and/or statements, perhaps if there was a filter for the kinds of words one could post, eliminating any profane or offensive statements, these sites would not be quite as harsh or harmful. Granted, having a filter for the type of words posted on each of these sites would simply give people reason to find another, essentially more hurtful way to say mean things about peers on the web. Therefore, I believe that any enforcement by expertise and authority would be of limited help, and the same problems that exist now would still exist, just in a different way.
6. Give a through example of an adaptation or improvement made by a of a social, political, or cultural group, government, business or individual to keep up with changing nature of the internet.
One solid example I can think of of an improvement made to keep up with the changing nature of the internet is how much twitter and facebook have become a major component of many businesses in this day and age. In many advertisements for various companies, the company posts a link to their facebook and twitter pages somewhere on the ad to enable consumers to find out more information about a product. So many businesses to post information about their new products and strategies via the internet through mediums such as facebook and twitter, which exhibits how much the nature of the work world is changing and how much the internet is dictating what new strategies companies must implement in order to be successful.
7. Is democracy threatened by the unchecked nature of the internet?
I think that democracy is threatened by the unchecked nature of the internet. Because we do have so many freedoms within the internet world, people have been and are in the future more likely to abuse their privileges and contribute to what is ultimately more harm than good in the end. If we are able to post whatever we please anonymously on sites like formspring and collegeacb.com, as well as on wikipedia and youtube, there will one day be reason to impose harsh authoritative rules on our internet freedoms and capabilities. Therefore, we are threatening our own freedom and therefore threatening the democracy of Web 2.0.
In my opinion, the most fitting definition of democracy for us to use in conjunction with our growing reliance and integration of digital networked technologies is as a democracy which exists on the internet where people can voice their own opinions whether it is anonymously or not. Due to the growing popularity of sites such as wikipedia, youtube, and more, the internet truly is a democracy, as we all have the freedom to post our own material when we want, however we want. It's true that there are rules and regulations for what we post, but the fact that there is no higher authority necessarily preventing us from doing what we want in the internet, it constitutes a democracy. Thus, the definition of democracy that I most closely agree with is the one that Andrew Keen describes in his argument and work.
2. How does your answer to #1 fit into the unchecked nature of Web 2.0 technologies, and what are some tangible examples of this? Do you feel this is an important issue that needs to be addressed further?
In my answer to #1, I explained that a lot of websites on the internet today involve users posting whatever they want no matter its content and credibility. For example, Wikipedia, whose founder Jimmy Wales was included in the debate footage, is a website many internet users rely on to quickly check facts and use as a main source when writing papers, doing projects, etc. Youtube also is unchecked and unregulated, as users can post explicity material and footage from movies or television programs that, if discovered, qualify as copyright infringement and must be removed by the user who posted it. I think that the biggest issue that has to do with the unchecked nature of Web 2.0 technologies is the existence of sites which promote anonymity such as formspring and collegeacb.com. On these sites, people have the freedom to post harmful statements about their peers without suffering any consequences. This results in both violence and the diminished self esteem of many. Therefore, I do feel that this is an important issue that needs to be addressed further because it is resulting in increased cyberbullying and cases of internet violence everywhere.
3. Define and describe the phenomenon of the Media echo-chamber as described in the Internet Debates. What are some examples of this silo effect, and do you believe it is an issue that needs to be addressed? Why or Why not?
The Media echo-chamber as described in the Internet Debates states that internet users are able to visit and support websites whose beliefs and content mirrors their own beliefs and ideas. Examples of this silo effect include blogs on which writers project only their own views on the general public. Internet users read these blogs in order to affirm their own beliefs and use content they see on these blogs to further develop their opinions. I don't think that this is necessarily an issue that needs to be addressed as much as others such as the unchecked nature of the internet because blogs exist that support a myriad of opinions, and as long as people have some sites they consult to back and amplify their opinions, it's not as big of an issue as other things that exist on the Internet that I believe are ultimately more threatening and dangerous.
4. What are some ways that expertise and authority could be (or is being) enforced on the internet? Who would be behind these forces? Why do you believe are they are needed or not needed?
Some ways that expertise and authority could be enforced on the internet are by having some sort of censor as to what types of words, images, etc. can be posted on any given website. For example, on a site such as collegeacb.com or youtube, which allows users to post offensive comments and/or statements, perhaps if there was a filter for the kinds of words one could post, eliminating any profane or offensive statements, these sites would not be quite as harsh or harmful. Granted, having a filter for the type of words posted on each of these sites would simply give people reason to find another, essentially more hurtful way to say mean things about peers on the web. Therefore, I believe that any enforcement by expertise and authority would be of limited help, and the same problems that exist now would still exist, just in a different way.
6. Give a through example of an adaptation or improvement made by a of a social, political, or cultural group, government, business or individual to keep up with changing nature of the internet.
One solid example I can think of of an improvement made to keep up with the changing nature of the internet is how much twitter and facebook have become a major component of many businesses in this day and age. In many advertisements for various companies, the company posts a link to their facebook and twitter pages somewhere on the ad to enable consumers to find out more information about a product. So many businesses to post information about their new products and strategies via the internet through mediums such as facebook and twitter, which exhibits how much the nature of the work world is changing and how much the internet is dictating what new strategies companies must implement in order to be successful.
7. Is democracy threatened by the unchecked nature of the internet?
I think that democracy is threatened by the unchecked nature of the internet. Because we do have so many freedoms within the internet world, people have been and are in the future more likely to abuse their privileges and contribute to what is ultimately more harm than good in the end. If we are able to post whatever we please anonymously on sites like formspring and collegeacb.com, as well as on wikipedia and youtube, there will one day be reason to impose harsh authoritative rules on our internet freedoms and capabilities. Therefore, we are threatening our own freedom and therefore threatening the democracy of Web 2.0.
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