Reflection

Media: we don't always notice it, but it's always there. We're exposed to thousands of messages every day: that number will only grow as time goes on. The only change we can make is how we choose to look at it. By becoming more literate in media, advertising, and marketing, I have been able to look at all of these messages in a new light. I can now see that the huge amount of media we are exposed to in our lives can really affect us. Media has worked its way into my life so that my mind has been influenced by all the messages I absorb. It can make me want to buy new products, change my opinions and attitudes, or even change what I think to be valuable or factual in the world. With so many people trying to win over my mind, it's no surprise that the way I think is a product of many media messages (among other things, of course). Being aware of how these messages are affecting me is really the best attribute I can have when facing them. I can now apply my traits of meta-cognition and skepticism to these many ideas so I realize that I am being influenced and that I should doubt most of the media I am absorbing.For example, if I see an ad online that drills into my brain that Google Chrome is the best internet browser, I can take a step back and realize that it is not my own belief, but the force of advertising that is making me think that way. I can then think for myself, free of influence, and decide that I prefer Firefox.

Because of my recent education on the matter, I would say that my habits have changed to favor a more reserved absorption of media. I consume a bit less, and at a much slower rate. I now try to make myself aware of every constructed message out there, so I do not fall into making assumptions. In short, I don't believe everything I hear anymore. This is primarily a result of my improved media literacy. Literacy in media is extremely important - you have to know what you're seeing in order to realize that it's deceiving. Advertising techniques, emotional appeals...all are important concepts to grasp that offer insight to the tactics of advertisers and brands. If you don't understand the Gestalt principle, all you see are bright colors and confusing images; in fact, you are seeing the whole of the message, which influences you into becoming curious about the product (or whatever is being advertised). If you have this so-called media literacy, you will not fall prey to all of these techniques. In time, you will even become an educated consumer. People with knowledge of their consumption take media literacy one step further. They are also aware of how marketing works, and how advertisers sometimes try to transfer ideas into your brain through subconscious appeals, cross-promotion, and branding. Being an educated consumer gives you the useful tool of media skepticism: you will not fall for traps that cause you to buy products. This can save you a considerable amount of money that you would have spent on a product you didn't need but thought you needed because of deceptive advertising. It can also save you from forfeiting your own views and values for the way the marketers want you to think. A world full of people educated against their own consumerism is a world of unique people with unique ideas and views. I believe it is a better place.

Keeping the blog was an interesting experience. I got to share my views on media messages, while also sharing what I have learned throughout the semester. The best part was the freedom I had in doing so. It was rewarding to be able to comment on things that interested me, effectively applying my knowledge to my life. It was also an opportunity to see what other people had to think on the same issues, issues I had noticed, or even issues I had never heard of. My lifestyle (e.g. the television channels I watch, the mode of transportation I take) affects the media I am exposed to; only through others can I see a wide range of media messages aimed at all types of people. All in all, I enjoyed the experience of having a project that belonged to me and was specifically made with my concepts in mind. I could really be me when writing the blog.

I know this won't reach many people, but I really hope that my peers get the same education as I had in media literacy. Today, media messages are almost, if not more common than novels and periodicals. So shouldn't media literacy be as important as literacy itself? I want a new generation of kids that are smart about what they choose to believe and are therefore smart with their money. It is sad to see families plagued by consumerism so harsh that it leads them to sever debt. I we could all be educated on this, we would be much more responsible as a whole.

Signing off,
Pablo

Post 12: Board it Up

 

Billboards: a very dated form of advertising. But, surprisingly enough, billboards are still present all over the country. These huge signs are usually located on highways and freeways, which raises some questions about what the advertisers are thinking. I notice one fault in their reasoning. Basically, their idea progression is as follows: If people notice our sign, they will be interested in our product/service; if they are interested in our product/service, they will be more likely to purchase our product/service; therefore, if people notice our sign, they will be more likely to purchase our product/service. In this sense, all the advertisers have to do is create a sign that gets enough attention to make people notice it. That's why billboards are so eye-catching. But the flaw in reasoning is this: will the billboard, once noticed, actually make any impression on a person. I think it wouldn't. People are supposed to pay attention to the road when driving, especially on a freeway. So advertisers are already creating a faulty campaign. But we only really absorb five to ten media messages a day, so for the most part there is also a flaw in the first part of the syllogism. Even if people notice the sign, it may not stay with them. 

All types of advertising techniques are used on billboards. But mainly, only one technique is focused on to transfer a message quickly (you're on the road, for heaven's sake). Facts and figures can be used with a big number, or statistic jumping out at you.Gestalt with odd, intense colors, or a questionable image. Perhaps testimonial is used with a recognizable celebrity. Either way, billboards can't be too complex. You only see them for a fraction of a second, and don't have time to decipher them.

For the most part, I think we should do away with billboards. They are a potential distraction, and are becoming meaningless with the introduction of more-effective forms of advertising. They don't put people to work, they are an eyesore, they are gradually taking up more and more space. So why don't we do ourselves a favor and just get rid of them. Well, maybe not. I'm am completely against corporations and large companies using them to their benefit. I could, however, support the use of billboards by small businesses, to help them gain traction in a cut-throat economy. People on the road should be aware of local businesses, so they have a better chance to support them if needed. But already-thriving conglomerates? I don't think so.

Post 11: The Death of MySpace and Development of the Social Network

Hey, anyone remember Myspace? Yeah, me neither. I think in terms of popular use today, Myspace is officially deceased. It's surprising to me because before Facebook, it was the premier social networking site. Now, it's a shadow of its former self. They've sort of "sold out" now - the site is now for "social entertainment." When I went to their website for the first time in a few years, the home page was covered in promotional videos and events for bands, particularly ones that are not well-known. Also on the page are movie trailers, humor videos, and promotional contests. No wonder no one uses it anymore. I think they have "sold out" because they are not centered around the freedom they had when they started. Myspace was the only place where you could create a profile and fill it with your interests (layouts, apps, music, posts, all right on your page). Now, it's just a media advertisement site disguised as social networking. Sure, you may be able to have a profile and communicate with others, but it's all focused on the groups that Myspace wants to promote.

It really makes sense that Myspace bit the dust this decade. With the introduction of the Apple company and its avante garde products, modern society has been fixated on aesthetic simplicity - Zen Buddhism mixed with above-the-bar technology. Myspace was anything but that. Everything was very cluttered; the greater degree of freedom gave people the freedom to mess up their pages. It was also more suited to meeting new people, when what our society needed was something to bring together everyone we already know. Facebook brought visual simplicity, as well as the simplicity to communicate with people. Part of a new generation of technology, Facebook has integrated itself into the axis of internet power, which includes Google, YouTube, Twitter, PayPal, Tumblr, etc. (all of which embrace the simple aesthetic design. Sure, go onto Myspace now and you'll see a very harmonic display of images, but they fell behind and were easily replaced by Facebook, the new generation of social networking.

In reality, though, all social networking sites appeal to the same things. They know that emotionally, we want to have that instantaneous connection to others; if we do not, we can feel alone. They focus on the Need for Affiliation (the network), the Need for Prominence (the "friend count"), the Need for Attention (the personal page), and the elusive Need for Aesthetic Sensations (the social network site is simplistic programing at its best; we understand the beauty of the site, and want to be a part of it). The biggest technique they use to reel you in is repetition. To gain notoriety, these sites weasel their way into every corner of the web, until you can tie back every page you visit to Facebook, Blogger, or Digg (I still have no idea what Digg is). It's such a shame. Well, I'm signing off now, so I'll probably watch some YouTube videos and link my blog to Facebook. Thank goodness for the simple designs.