Wednesday, December 3, 2008
Our Final Project
For our final project, the Cool Crew was given the following prompt: "build an argument explaining what concepts you have found more useful, revealing, intriguing, fascinating, problematic, lacking, or any other descriptive term for your own relationship with media and the media industries." We could choose from three types of projects: an individual essay with visual aid (pictures) to support an idea of each page, an individual movie with a short reflexive essay or a group movie with individual, short reflexive essays. The following blogs are our final projects over our relationship with the media. Jed did option two, and Ian, Jeremy, David and I all did option three. Jed made his movie on staying connected through the internet, Jeremy did his essay on Indy Media, Ian did his on political advertising via internet, David wrote his essay on the internet as an "information superhighway", and I wrote my essay on the Fairness Doctrine. We all chose media subjects that had personal significance to us, and we hope you enjoy!
Political Advertising on the Internet - Ian McCreadie
Political Advertising on the Internet
In the past, citizens could only listen to political ads from television and radio. Recently, political advertising has exploded onto the internet, making it easier for candidates to gain supporters and name recognition. Television advertisements have to repeat to ensure enough people view them, but advertisements on the internet can stay available at all times of the day. Since almost anyone in the country can access the internet, it makes advertising easier and cheaper since the television ads cost much more. Several candidates have used the internet to achieve more recognition than television would have given them.
Unknown candidates can use a cheap advertising medium like the internet to get the same name recognition as the more well known candidates. When Howard Dean ran for the Democratic Presidential ticket in two-thousand four, he used the internet to achieve large name recognition. However, as he developed a name for himself on the internet, he destroyed his reputation on television when he did an odd scream at the Iowa Caucus. Despite success on the internet, his chances for president were ruined by television. In Convergence Culture, author Henry Jenkins says, “Candidates may build their base on the Internet but they need television to win elections…The Internet reaches the hard core, television the undecided (Jenkins 213).” Jenkins believes that although the internet can build a campaign, it does not have the ability to win a presidency. In a few years that may change as more people gain access to the internet and more candidates use it for advertising. With each election more and more candidates use the internet to reach their supporters. In the two-thousand eight election, ads became popular on YouTube because they were free to post and millions could view them.
Barack Obama and Ron Paul used YouTube videos to reach their supporters and recruit new ones for his campaign. Each candidate had a massive following on the internet because of their videos and their strong followings. Barack Obama has hundreds of advertisements posted on the site that both attack John McCain and praise Obama’s own political goals. Several of his videos were listed as the most popular on YouTube, meaning that millions of people had viewed them. The site also gives the less hardcore political activists a chance to see the candidates because YouTube’s main goal is entertainment. After Obama won the presidential election he continued to add videos onto YouTube of the weekly radio address. The goal of the videos is to create the same effect that Franklin Roosevelt’s fireside radio chat did. Instead of putting a voice on government, Obama put a face on government because people can watch him do the radio chat as well. Ron Paul also used videos to his advantage to increase his popularity. The most popular videos on YouTube can also find their way onto television news programs. He had a very strong base before two-thousand eight, but it was not very large. Through YouTube and other internet advertising he became the most searched candidate on the internet (Ron). Ron Paul used his new popularity to receive major fundraising through the Internet. He set the record twice during his campaign for the most money raised by a candidate in a single day, and he did it through the internet. Besides YouTube, candidates also found advertisements on Facebook.com very useful in gaining supporters.
Facebook ads have become increasingly popular because they appeal to the individual rather than group. The advertisements that each user sees have been selected for them based on their personal information such as interests and the state where they live. Candidates posted ads for users in certain battleground states to try and win voters to their side. The ads could also target users interested in certain political issues the candidates a strong stand such as the war in Iraq. One liberal site, MoveOn.org, posted ads to show Governor Sarah Palin lying. Instead of linking to their own site, the ad led to a Wall Street Journal article which made it seem as if the newspaper did not support Governor Palin. Despite the fact that the newspaper should have a neutral stance, MoveOn.org made it seem like they were a strongly liberal newspaper (Steel). These type of ads can shape a person’s political views because the Wall Street Journal has a very prestigious background making its views on politics extremely important. Candidates also gain followers through their own Facebook pages. Each page gives information on the elected official or candidate that will help undecided voters decide whom they like. Almost every major political candidate has a Facebook page and the ones without a page are most likely unknown to the public. The pages can consist of information on the candidate along with videos of them from television or other sites like YouTube. Both Barack Obama and John McCain had hundreds of thousands of supports on Facebook.com during the presidential election. Obama became the most popular candidate on most internet sites including Facebook and YouTube. However, even after winning the election he has created a website discussing his plans for when he takes office.
Change.gov was recently launched to again bring president elect Obama closer to Americans. Obama has used the internet to build his entire campaign by organizing people more successfully than any other candidate has before. Just as President Kennedy used television to connect himself to the people, Obama has revolutionized the way the president interacts with the people online (Miller). Even though the other candidates used the internet to collect followers, Obama was the most successful simply because he appeared all over the internet. By spreading his face through videos and other advertisements he became extremely popular and built a solid internet following the led to his success on television. The website he created will help him to stay connected with the people during his time in office. His site posts a daily blog about major happenings of the day to keep interested citizens knowledgeable. The site also has a section to teach those who wish to learn about the different offices in his administration along with his own personal biography. Obama’s views on all of the major political topics from defense to the economy can also be viewed. His site also allows anyone in the country to write anything about their lives or what they would like him to do for the country (Office). This site will bring Obama closer to American citizens than any other leader before him. Instead of becoming isolated from society by taking the role of president, Obama can stay connected with his citizens easily through this website. As more politicians use the internet to achieve a strong following, it will become more important to have a strong internet base before moving to television advertising.
Internet plays a crucial role in building an unknown candidate’s name recognition, but that alone cannot win the election. A successful candidate needs to advertise equally on all mediums to reach the desired audiences. YouTube videos have become an essentially free way to advertise on the internet. Sites like Facebook.com are the beginning of a trend toward more politics on the internet. Obama’s unique connection to the citizens of America will lead the way in our increasingly technology society. In the future, the internet will likely become more and more important in elections because of its increasing availability and usability. It may be just a coincidence, but the candidate who advertised more on YouTube won the two-thousand eight presidential election.
In the past, citizens could only listen to political ads from television and radio. Recently, political advertising has exploded onto the internet, making it easier for candidates to gain supporters and name recognition. Television advertisements have to repeat to ensure enough people view them, but advertisements on the internet can stay available at all times of the day. Since almost anyone in the country can access the internet, it makes advertising easier and cheaper since the television ads cost much more. Several candidates have used the internet to achieve more recognition than television would have given them.
Unknown candidates can use a cheap advertising medium like the internet to get the same name recognition as the more well known candidates. When Howard Dean ran for the Democratic Presidential ticket in two-thousand four, he used the internet to achieve large name recognition. However, as he developed a name for himself on the internet, he destroyed his reputation on television when he did an odd scream at the Iowa Caucus. Despite success on the internet, his chances for president were ruined by television. In Convergence Culture, author Henry Jenkins says, “Candidates may build their base on the Internet but they need television to win elections…The Internet reaches the hard core, television the undecided (Jenkins 213).” Jenkins believes that although the internet can build a campaign, it does not have the ability to win a presidency. In a few years that may change as more people gain access to the internet and more candidates use it for advertising. With each election more and more candidates use the internet to reach their supporters. In the two-thousand eight election, ads became popular on YouTube because they were free to post and millions could view them.
Barack Obama and Ron Paul used YouTube videos to reach their supporters and recruit new ones for his campaign. Each candidate had a massive following on the internet because of their videos and their strong followings. Barack Obama has hundreds of advertisements posted on the site that both attack John McCain and praise Obama’s own political goals. Several of his videos were listed as the most popular on YouTube, meaning that millions of people had viewed them. The site also gives the less hardcore political activists a chance to see the candidates because YouTube’s main goal is entertainment. After Obama won the presidential election he continued to add videos onto YouTube of the weekly radio address. The goal of the videos is to create the same effect that Franklin Roosevelt’s fireside radio chat did. Instead of putting a voice on government, Obama put a face on government because people can watch him do the radio chat as well. Ron Paul also used videos to his advantage to increase his popularity. The most popular videos on YouTube can also find their way onto television news programs. He had a very strong base before two-thousand eight, but it was not very large. Through YouTube and other internet advertising he became the most searched candidate on the internet (Ron). Ron Paul used his new popularity to receive major fundraising through the Internet. He set the record twice during his campaign for the most money raised by a candidate in a single day, and he did it through the internet. Besides YouTube, candidates also found advertisements on Facebook.com very useful in gaining supporters.
Facebook ads have become increasingly popular because they appeal to the individual rather than group. The advertisements that each user sees have been selected for them based on their personal information such as interests and the state where they live. Candidates posted ads for users in certain battleground states to try and win voters to their side. The ads could also target users interested in certain political issues the candidates a strong stand such as the war in Iraq. One liberal site, MoveOn.org, posted ads to show Governor Sarah Palin lying. Instead of linking to their own site, the ad led to a Wall Street Journal article which made it seem as if the newspaper did not support Governor Palin. Despite the fact that the newspaper should have a neutral stance, MoveOn.org made it seem like they were a strongly liberal newspaper (Steel). These type of ads can shape a person’s political views because the Wall Street Journal has a very prestigious background making its views on politics extremely important. Candidates also gain followers through their own Facebook pages. Each page gives information on the elected official or candidate that will help undecided voters decide whom they like. Almost every major political candidate has a Facebook page and the ones without a page are most likely unknown to the public. The pages can consist of information on the candidate along with videos of them from television or other sites like YouTube. Both Barack Obama and John McCain had hundreds of thousands of supports on Facebook.com during the presidential election. Obama became the most popular candidate on most internet sites including Facebook and YouTube. However, even after winning the election he has created a website discussing his plans for when he takes office.
Change.gov was recently launched to again bring president elect Obama closer to Americans. Obama has used the internet to build his entire campaign by organizing people more successfully than any other candidate has before. Just as President Kennedy used television to connect himself to the people, Obama has revolutionized the way the president interacts with the people online (Miller). Even though the other candidates used the internet to collect followers, Obama was the most successful simply because he appeared all over the internet. By spreading his face through videos and other advertisements he became extremely popular and built a solid internet following the led to his success on television. The website he created will help him to stay connected with the people during his time in office. His site posts a daily blog about major happenings of the day to keep interested citizens knowledgeable. The site also has a section to teach those who wish to learn about the different offices in his administration along with his own personal biography. Obama’s views on all of the major political topics from defense to the economy can also be viewed. His site also allows anyone in the country to write anything about their lives or what they would like him to do for the country (Office). This site will bring Obama closer to American citizens than any other leader before him. Instead of becoming isolated from society by taking the role of president, Obama can stay connected with his citizens easily through this website. As more politicians use the internet to achieve a strong following, it will become more important to have a strong internet base before moving to television advertising.
Internet plays a crucial role in building an unknown candidate’s name recognition, but that alone cannot win the election. A successful candidate needs to advertise equally on all mediums to reach the desired audiences. YouTube videos have become an essentially free way to advertise on the internet. Sites like Facebook.com are the beginning of a trend toward more politics on the internet. Obama’s unique connection to the citizens of America will lead the way in our increasingly technology society. In the future, the internet will likely become more and more important in elections because of its increasing availability and usability. It may be just a coincidence, but the candidate who advertised more on YouTube won the two-thousand eight presidential election.
Fair-Not Doctrine
FAIR-NOT DOCTRINE
Jourdyn Hunsaker
When I was a staff writer for The Wingspan, the high school newspaper in Nixa, Missouri, there was a reason that I was the science/technology writer. I was good at informing the readers about new developments in the science and technology area in an interesting manner without presenting my own bias towards different articles. However, I cannot say the same about news or feature articles that I wrote on more controversial subjects, such as political issues. I found so much trouble in keeping my mouth shut about my own ideas on things, so it took a lot of editing and rewriting to get my articles to honor our mission statement of presenting non-bias news in our paper. Twenty years ago, newscasts were presented by a similar set of rules-rules that required a certain amount of airtime dedicated to the coverage of controversial issues that mattered to the public and all the contrasting and varying views of those issues. That is because until its revocation in 1987, the Fairness Doctrine was in act. The Fairness Doctrine was a policy introduced in 1949 by the Federal Communications Commission that required news stations to follow the above rules in a "honest, equitable, balanced" way (Rendall). This sounds like an elegant way to present news, but in the late eighties, the commission was repealing parts of the policy because it violated free speech and the First Amendment. Since then, there have been many attempt to get the policy reinstated, and it is still a continuing debate today. Media bias is a reality of society, and that fact should be embraced, instead of fostering violations of First Amendment rights and putting a damper on public debate by supporting policies like the Fairness Doctrine.
Media bias is a reality of life that must be accepted. Different ways the media present these biases includes omission, selection of sources, story selection, placement, labeling and spin (Baker). For instance, one side of a controversial subject may be aired on a newscast, but the other side of that story may be omitted, or the other side of that story may be placed at a bad place during the broadcast, like the end where it will most likely be missed. There are many different reasons as to why the media are biased. It is also impossible to report everything, so selectivity in what is reported is inevitable; also, deadlines can be a factor in to what information is reported. Government propaganda is another reason there is some bias in the media. An example of this was news coverage after the September 11 attacks. The same views of what was going on was reported because the major news companies were afraid to question the government during war time (Greenwald). There is also bias due to owners and corporations who want to get their point across. Media bias is not necessarily a bad thing, though. Media biases show different sides of stories, which can help viewers identify with opposing views, and it enriches public debate. Media bias help foster discussion and debates over current events.
Many people have a problem with these biases of the media. Since the revocation of the Fairness Doctrine, many people who believe that broadcasters abuse the airwaves have fought to have the policy reinstated; although, each time it has been vetoed. Supporters of the Fairness Doctrine believe that it will guarantee more opinions will be aired (Rendall). People who are pro-reinstatement, in addition to having a problem with television newscasts, have a problem with talk radio because it is overwhelmingly conservative, with little to no mention of liberal views. It has also been argued that since the revocation of the Fairness Doctrine, issues are covered less than they were in the past. An example of this was the news coverage of the primary elections earlier this year-there was obviously a lot more coverage of the Democratic
primary race than the Republican. The biggest argument, however, is that over-the-air broadcasting is the most powerful thing that affects and influences public opinion, and all the sides to every issue must be presented so that viewers can be informed when they make up their minds on different issues. It is the newscasters' public duty to inform the public, not "inflame" them with biased opinion (Rendall).
The reality is that the Fairness Doctrine does not ensure that appropriate coverage will be presented so that viewers may be properly informed; in fact, it actually is a damper on public debate. It limits the variety, vitality and verve of public debate. The Fairness Doctrine is the federal government's way of policing the airwaves. In the past, this policy was a convenient way for politicians, interest groups and the government to silence their critics. Revoking this policy is one the more beneficial things done for society and for the fight for free speech. Most of the controversial speech that is heard over the airwaves now would not have been heard if the Fairness Doctrine had still be in act. This is strongly due to the fact that newscasters would be too worried about investigations and following the rules of the Federal Communications Commission in order to avoid an investigation (Thierer). The result would be self-censorship from the broadcasters, and there is no way that that would benefit the viewers. On top of that, freedom of expression is one of the single most important aspects of our free society, and the Fairness Doctrine strongly violates that First Amendment right. The monotony of newscasts is also a danger of the policy. Because broadcasters would have to present information in a certain way, without any opinions or ideas to go along with it, news stories from the different broadcasters would all be too similar, which not only would be dull, would also hurt the competition between the different broadcasters.
Most recently, the hottest topic of discussion regarding the Fairness Doctrine is the discussion of President-elect Obama's views on it. A lot of people, mostly conservatives, are worried that with him in office, the way for the reinstatement of the policy is paved. Others, mostly liberals, hope that reinstatement is something he will get done while in office. Although his campaign website mentions nothing about his view on the Fairness Doctrine, interviews with President-elect Obama state that he does not support the Fairness Doctrine (Walker), and he claims that instead he supports media-ownership caps, public broadcasting, and network neutrality (Eggerton). Leaders of his party, on the other hand, strongly support reinstatement of the Fairness Doctrine. With Obama as president, and Democrats with full control of Congress, the chances of reinstatement are heightened. Even though he is against the policy, there is still a chance that First Amendment rights will be violated in the near future.
After being on the newspaper staff a little longer, I began to write editorials and opinion columns, the only place in the paper where it was acceptable for me to share my views on different current events. They accomplished what opinion articles are supposed to: they got heated discussion going in the newsroom and outside the newsroom among the readers. The truth and reality is simple: opinion has its place in the newsroom. Supporting the Fairness Doctrine does nothing but try to cover up that truth. It may seem like a good idea, because it requires "both sides" of the story to be covered, but really all it does is censor free speech. Newscasts under the current condition of no Fairness Doctrine are accomplishing what they should. They are presenting stories with opinions on those stories that get discussion and debates going. They are showing controversial stories and controversial ideas. Supporting policies that censor newscasts and violate First Amendment rights is unnecessary.
Tuesday, December 2, 2008
Final Project reflexive essay on how a video is a good way to present an argument
When it comes to presenting an argument, the use of video has become essential. The average American spends six hours a day in front of the television. Also, with the ability to stream videos online to anyone with internet access, the video has emerged as the best conveyer of an argument. All parts of the rhetoric triangle can be demonstrated through the use of a visual argument. Ethos, Pathos, and Logos can all be used and displayed. As an example, Presidential candidates use video to gain support and get their names out. YouTube is full of videos of Barack Obama involving pathos to reach out to the public, and appeal to people’s hearts. Other political advertisements are streamed and aired that suggest the ethos of the candidate, or that appeal to reason in citizens, using logos. This can all be shown in a video, because the video is so flexible in that it can easily communicate ideas.
I believe one of the most important reasons the video is such a great method of expressing arguments and ideals is because it allows the viewer to see the concept at hand. It’s not being talked about on the radio, or reiterated be someone else, but it is being seen and heard. The argument then appeals to more senses of the observer, and again, the audience appeals of logos, pathos, and ethos can all be incorporated. Because of this, a video is great for an English class; particularly a class like ours. Many of the topics we discuss are contentious, and can be argued quite easily in different directions. Because of a video’s ability to involve all three general audience appeals it makes it a perfect way for our ideals as students to be portrayed. Nevertheless, when making a video, it is incredibly important for the creator to carefully structure his or her argument, and to involve logos, pathos, and ethos when needed to get his or her ideals across to the viewer easily. This of course has become much easier as technology grows every day. Many things are made possible in movies through special effects that could never happen in reality. This is why fandom for many fantasy movies is so large, because the fans feel at home in the worlds of their movies because today some movies seem so real. But this just adds to the idea that a video is a great way to get an argument across to an audience; the thoughts and message shown in the movie can be conveyed to its viewers in ways that have never been used before. This just increases the interest of the ones who are viewing the movie, and can make them believers in the thoughts put on the screen. It is because of this ability to persuade people that the video is such a great way to present an argument. Movies are another tool to be used in getting a point across; and anything that is able to combine the use of logos, pathos, and ethos together in an argument will strongly communicate the message it intends.
I believe one of the most important reasons the video is such a great method of expressing arguments and ideals is because it allows the viewer to see the concept at hand. It’s not being talked about on the radio, or reiterated be someone else, but it is being seen and heard. The argument then appeals to more senses of the observer, and again, the audience appeals of logos, pathos, and ethos can all be incorporated. Because of this, a video is great for an English class; particularly a class like ours. Many of the topics we discuss are contentious, and can be argued quite easily in different directions. Because of a video’s ability to involve all three general audience appeals it makes it a perfect way for our ideals as students to be portrayed. Nevertheless, when making a video, it is incredibly important for the creator to carefully structure his or her argument, and to involve logos, pathos, and ethos when needed to get his or her ideals across to the viewer easily. This of course has become much easier as technology grows every day. Many things are made possible in movies through special effects that could never happen in reality. This is why fandom for many fantasy movies is so large, because the fans feel at home in the worlds of their movies because today some movies seem so real. But this just adds to the idea that a video is a great way to get an argument across to an audience; the thoughts and message shown in the movie can be conveyed to its viewers in ways that have never been used before. This just increases the interest of the ones who are viewing the movie, and can make them believers in the thoughts put on the screen. It is because of this ability to persuade people that the video is such a great way to present an argument. Movies are another tool to be used in getting a point across; and anything that is able to combine the use of logos, pathos, and ethos together in an argument will strongly communicate the message it intends.
The Success of Indie Films
The media today has allowed for many opportunities that were previously impossible. With use of modern technology and new practices, many industries, such as the independent film industry, are now flourishing in ways that were previously impossible. Dan Glickman, the current CEO of the Motion Picture Association of America, once said, “Technology has not only changed the way people are able to view movies, it has changed the way our industry produces and advertises movies (Dan Glickman Quoted).” This statement seems to sum up modern media and could not be truer, in regards to the independent film industry. The independent film industry has grown into a powerful force based on the modern state of the media. They have done so by incorporating new advertising techniques, fandom, and different aspects of the internet to expand their base.
The independent film industry has become ingenious in the ways that they advertise for movies. Knowing that there is not a great amount of money to spend, they have to come up with ways new ways to get the word out. It is very interesting how this industry has used forms of globalization and a different position than Hollywood in their advertisements to gain new viewers.
The indie film industry has embraced the phenomenon of globalization in order to make their advertisements more effective. By purchasing a small amount of ad space, on even a small television network, their film gets across to millions. This is because with globalization of the television networks through satellite and cable, a new TV show in the U.S. can be seen across the globe in a matter of minutes. One of the best advertising techniques currently being used by the industry is advertising in foreign markets. This is done because it is much cheaper and many of the films made still appeal to these markets. This is the reason behind many films having the majority of their success overseas, while they remain relatively unknown in the states. The indie film industry has not only used globalization for success but is also known as a fresh source of movies that go against Hollywood’s grain and they use this in their advertisements.
In recent times Hollywood has began to have a negative connotation that goes along with its current practices. This has come from their almost dictator- like hold over the movies they produce and distribute. As a result the independent film industry uses this in their advertisements to show that good movies can be made on an independent level. This recent trend can be seen in movies such as Pans Labyrinth which found success in Spain as an independent film and because of this was picked up by a major production. This allowed the creator to make a film he wanted and still gain financial success through the film.
Another part of the modern media that the independent film industry has embraced is the idea of fandom. Fandom is defined by Wikipedia as a term used to refer to a subculture composed of fans characterized by a feeling of sympathy and camaraderie with others who share a common interest (Fandom). Those participating in fandom often take their love of the movie or idea they support to extreme levels and for the indie film industry this means loyal fans and people to support their cause.
There are many cases of fandom allowing independent films to break through to mainstream society. One of the most recent examples can be seen in with the Twilight film. This film was based on a bestselling book and in the beginning a large Hollywood company was producing the movie. They dropped it however and an independent production company took over and made the film based on a push of support from fans. As a result when the film premiered the fan base showed up and helped to spread the word and make the movie a box office success.
As one can see the connection between the indie film industry and fandom is critical to its recent success. This phenomenon has helped the industry as previously mentioned by relying on fan support to give the movies extra push. This works because many of these fans will go to extreme measures to support their favorite films. Many films such as Night of the Living Dead use their status as cult classics as a way to garner success long after the films debut. As a result of all of this, many indie films are able to contend with their bigger, Hollywood, brothers and still remain true to what they believe.
The last technique that the independent film industry has done is utilizing the internet to further their success. Using forums and online videos to prolong the effect of the films and to garner buzz for releases, has allowed the industry to hold its own against bigger budget productions. These methods work because of the modern state of the internet where almost everyone is connected and one post can be seen by millions in a matter of hours. As stated by Devereux in his book Understanding the Media, the internet can be seen as a public sphere where one can find a wealth of information and content (108). For the indie film business, it is exactly that.
The use of the internet’s ability to get a video online quickly and to many viewers, is one tool that the indie film business has used to their advantage. Some indie films have even premiered online as a cheaper way to be seen by millions. These films are usually not trying to gain economic success but more of an ideological success, where they can get their beliefs across. This is a very popular technique with independent documentaries such as the controversial Outfoxed which criticized the Fox News Network’s journalism practices. Such a film could not be debuted in regular theaters because it was a touchy subject that would not appeal to the masses but was able to finds its niche online. Even though the film was not actually debuted online, the majority of its viewers currently view it online and this has allowed it to grow into a much bigger success. This method is works because the internet allows the producer to show the film to the exact group that wants to see it. A fact of modern media that was not available even a decade ago.
The last way that modern media and the internet have allowed the industry to expand is using forums and chat rooms to support their independent films. This is another installment of fandom but can be investigated on a more defined level. The use of forums allows buzz for a film to grow from the people who support the film to people that have never heard of it. It also allows the users to plan events and discuss topics based on the movie. This helps to give more indie films the status of being a cult classic because the forums give the movie a longer lasting effect. Overall this tactic works well as a fusion between globalization and fandom. The use of the internet as a whole gives the industry a more effective voice and allows for a stronger grasp on the market.
The independent film industry has risen over the past century to greater and greater heights. It is currently at a level where it can finally break through to a more mainstream audience and has done so in many cases. This breakthrough has been made possible by the ever-evolving state of media in our world. Now it is possible for indie film makers to utilize new advertising methods, fandom, and the internet to further their success. In the end it is modern media that has allowed for this expansion of the indie film industry and despite its many flaws, it has allowed for many Davids to beat their Goliaths.
Works Cited
"Dan Glickman Quoted." Dan Glickman Quotes and Quotations. FocusDep. 2 Dec. 2008.
Devereux, Eoin. Understanding the Media. Second ed. Minneapolis: SAGE Publications, Limited, 2007.
"Fandom." Wikipedia. 2 Dec. 2008. 2 Dec. 2008.
The independent film industry has become ingenious in the ways that they advertise for movies. Knowing that there is not a great amount of money to spend, they have to come up with ways new ways to get the word out. It is very interesting how this industry has used forms of globalization and a different position than Hollywood in their advertisements to gain new viewers.
The indie film industry has embraced the phenomenon of globalization in order to make their advertisements more effective. By purchasing a small amount of ad space, on even a small television network, their film gets across to millions. This is because with globalization of the television networks through satellite and cable, a new TV show in the U.S. can be seen across the globe in a matter of minutes. One of the best advertising techniques currently being used by the industry is advertising in foreign markets. This is done because it is much cheaper and many of the films made still appeal to these markets. This is the reason behind many films having the majority of their success overseas, while they remain relatively unknown in the states. The indie film industry has not only used globalization for success but is also known as a fresh source of movies that go against Hollywood’s grain and they use this in their advertisements.
In recent times Hollywood has began to have a negative connotation that goes along with its current practices. This has come from their almost dictator- like hold over the movies they produce and distribute. As a result the independent film industry uses this in their advertisements to show that good movies can be made on an independent level. This recent trend can be seen in movies such as Pans Labyrinth which found success in Spain as an independent film and because of this was picked up by a major production. This allowed the creator to make a film he wanted and still gain financial success through the film.
Another part of the modern media that the independent film industry has embraced is the idea of fandom. Fandom is defined by Wikipedia as a term used to refer to a subculture composed of fans characterized by a feeling of sympathy and camaraderie with others who share a common interest (Fandom). Those participating in fandom often take their love of the movie or idea they support to extreme levels and for the indie film industry this means loyal fans and people to support their cause.
There are many cases of fandom allowing independent films to break through to mainstream society. One of the most recent examples can be seen in with the Twilight film. This film was based on a bestselling book and in the beginning a large Hollywood company was producing the movie. They dropped it however and an independent production company took over and made the film based on a push of support from fans. As a result when the film premiered the fan base showed up and helped to spread the word and make the movie a box office success.
As one can see the connection between the indie film industry and fandom is critical to its recent success. This phenomenon has helped the industry as previously mentioned by relying on fan support to give the movies extra push. This works because many of these fans will go to extreme measures to support their favorite films. Many films such as Night of the Living Dead use their status as cult classics as a way to garner success long after the films debut. As a result of all of this, many indie films are able to contend with their bigger, Hollywood, brothers and still remain true to what they believe.
The last technique that the independent film industry has done is utilizing the internet to further their success. Using forums and online videos to prolong the effect of the films and to garner buzz for releases, has allowed the industry to hold its own against bigger budget productions. These methods work because of the modern state of the internet where almost everyone is connected and one post can be seen by millions in a matter of hours. As stated by Devereux in his book Understanding the Media, the internet can be seen as a public sphere where one can find a wealth of information and content (108). For the indie film business, it is exactly that.
The use of the internet’s ability to get a video online quickly and to many viewers, is one tool that the indie film business has used to their advantage. Some indie films have even premiered online as a cheaper way to be seen by millions. These films are usually not trying to gain economic success but more of an ideological success, where they can get their beliefs across. This is a very popular technique with independent documentaries such as the controversial Outfoxed which criticized the Fox News Network’s journalism practices. Such a film could not be debuted in regular theaters because it was a touchy subject that would not appeal to the masses but was able to finds its niche online. Even though the film was not actually debuted online, the majority of its viewers currently view it online and this has allowed it to grow into a much bigger success. This method is works because the internet allows the producer to show the film to the exact group that wants to see it. A fact of modern media that was not available even a decade ago.
The last way that modern media and the internet have allowed the industry to expand is using forums and chat rooms to support their independent films. This is another installment of fandom but can be investigated on a more defined level. The use of forums allows buzz for a film to grow from the people who support the film to people that have never heard of it. It also allows the users to plan events and discuss topics based on the movie. This helps to give more indie films the status of being a cult classic because the forums give the movie a longer lasting effect. Overall this tactic works well as a fusion between globalization and fandom. The use of the internet as a whole gives the industry a more effective voice and allows for a stronger grasp on the market.
The independent film industry has risen over the past century to greater and greater heights. It is currently at a level where it can finally break through to a more mainstream audience and has done so in many cases. This breakthrough has been made possible by the ever-evolving state of media in our world. Now it is possible for indie film makers to utilize new advertising methods, fandom, and the internet to further their success. In the end it is modern media that has allowed for this expansion of the indie film industry and despite its many flaws, it has allowed for many Davids to beat their Goliaths.
Works Cited
"Dan Glickman Quoted." Dan Glickman Quotes and Quotations. FocusDep. 2 Dec. 2008
Devereux, Eoin. Understanding the Media. Second ed. Minneapolis: SAGE Publications, Limited, 2007.
"Fandom." Wikipedia. 2 Dec. 2008. 2 Dec. 2008
David Desprez - Information Superhighway
“Stop your whining,” my dad said as I sat slouched in a desk chair staring at a computer screen exasperated about having to do research for a 6th grade project. “You know, back when I was a kid we had to go to the library to do research and get information…you’ve got it easy with the internet” he explained. So I bit my lip, sucked it up, and did the research. I found everything I needed in no time at all. He was right, the internet made doing research very effortless. I am growing up in a different world than my parents. Throughout history, technological developments have altered cultures throughout the world. For example, cell phones forever changed the way that people communicate. Weapons technology redefined how wars were fought. At one point in history, the bow and arrow was the most advance weapon on the planet. However, today we have bombs that can wipe out entire civilizations. The evolution of different technologies has perpetually changed the way we live. In recent history, advancing technology fashioned a digital revolution, shifting the world in which my parents grew up. Infrastructural developments (including computers, video games, music players, the internet, etc.) have created many new mediums by which the media can provide the public with information. The internet continues to grow as one of these innovative and vigorously expanding mediums. Although the internet is not so much the new media, it remains a pioneering and intriguing vehicle by which people can now easily access information. Millions of people use the internet today, and its popularity continues to grow as the features of the internet remain limitless in terms of what one can do online. With massive popularity among the media’s audience, it makes sense that the media would attempt to spread its influence throughout this popular medium. In doing so, this new agent employed by the media will perpetually transform how the media works, bringing about the death of mass media through news print and the birth of an idiosyncratic and individualized media system.
First of all, the internet remains a more efficient resource for providing information than newspapers, magazines, and other print news sources. In the United States alone, more than 24 billion newspapers and 350 million magazines are published a year.3 That is tons of paper, literally! Imagine how many trees would remain standing if the print media further entered the digital world and posted everything online. One may argue that the convenience factor plays a large role in print media, as magazines and newspapers are much easier to carry around than a computer. However, as media convergence continues to occur and electronic devices continue to become smaller, faster, and more powerful, accessing news stories online is becoming less challenging and much more available. Henry Jenkins indicates the growing functional capacity of electronic devices in his book Convergence Culture as he explains his plight when phone shopping. Jenkins explains, “I didn’t want a video camera, a still camera, a Web access device, an mp3 player, or a game system. I also wasn’t interested in something that could show me movie previews, would have customizable ring tones, or would allow me to read novels.”1 Jenkins shows that technology has quickly allowed one device, the cell phone, to support functions that not long ago required multiple devices. Technology will continue to move forward in such a way that the old mediums such as magazines, books, and newspapers will be supplanted by advancements in digital and communications technology. Thus, the progression of technology will provide the means by which digital communications will become the future of the media.
Accessing news online has numerous additional advantages as the reader can become much more involved in the news story. After reading an article online, a person has the ability to easily find more information about the topic in the article at the click of a button. This opens up a world of possibilities in what a person can access online. Depending on what words get searched, the internet search engine Google can provide over 2 billion web sites containing the key words in less than .15 seconds. The internet remains the only medium by which this extremely fast information response can occur. Thus, the internet clearly has an absolute advantage over print media in terms of how much information it can provide to an individual in the smallest amount of time possible.
Now that the internet has an established advantage over the media mediums of yesterday, how exactly will this bring about the death of mass media and the birth of an individualized system? This process has already begun; however, it catches many by surprise. As consumers, we made it very easy for the media to sneak in and launch this process under our noses. Through social networking sites such as Myspace and Facebook, people build their personalities online without ever realizing it. Media advertisers have access to almost all of the information one puts on their Facebook page. A person’s “about me” information that resides on their Facebook page helps dictate what advertisements get placed on the sides of the web page for each person on Facebook. Two individuals can view the same Facebook page and have different advertisements on the page based on the information that the advertisers obtain from each of the viewers’ Facebook pages. As these types of websites continue to grow, the media’s individualization process in advertisement will also expand.
Internet usage in the future will become dominated by avatars, which are online “objects representing the embodiment of the user…[or] the personality connected with the screen name of an internet user.”2 Currently, avatars exist in many different places online. People throughout the world control avatars in Second life, an online 3-D virtual world, where users exist in the game as an avatar and can do almost anything that a person can do in real life. Players can highly customize their avatar to represent themselves in the online game. In addition to Second Life, many e-mail web sites, such as Yahoo!, now allow users to create 2-D avatars, or customized animated pictures that contain information about the real user. My e-mail provider uses this information like Facebook to customize the advertisements I see when checking my mail. As the popularity of online avatars increases, the relationship between the internet and media advertisers will forever change. User information represented by avatars will grow to the point where who you are becomes depicted by an avatar every time you log onto the internet. Thus, the media has access to who you are and they feed information based on your personality. This mutual symbiotic relationship benefits both the consumer and the advertiser. The consumer will receive information that he or she is interested in because the media group knows the person’s avatar and the media group has access to free information about the consumers. Thus, the mass media will essentially cease to exist online as an individual media will develop where the individual becomes the target, not a group as a whole.
The internet and electronic devices continue to develop as efficient tools by which the media can expand their personalized relationship with every person. The internet can also provide people with much more information, faster, and at a smaller cost than the current print media devices (newspapers, magazines, etc.). Consequently, the media continues to realize the power of the internet as the individualization process has already begun on social networking web sites and other internet sites. This process will continue to expand until every person who surfs the web will be represented by an avatar from which the media will collect and use information to provide each person with advertisements, products, and articles of interest to the specific user. Thus, the big media of the future lies not in mass media, but in a world dominated by individual relationships between persons and the media.
Works Cited
1Jenkins, Henry. Convergence Culture. New York and London: New York University Press, 2006.
2Jordan, Tim. Cyberpower: The Culture and Politics of Cyberspace and the Internet. Routledge, 1999.
3“Recycling Paper.” General Mills Supply Co. 2007. 18 November, 2008.
First of all, the internet remains a more efficient resource for providing information than newspapers, magazines, and other print news sources. In the United States alone, more than 24 billion newspapers and 350 million magazines are published a year.3 That is tons of paper, literally! Imagine how many trees would remain standing if the print media further entered the digital world and posted everything online. One may argue that the convenience factor plays a large role in print media, as magazines and newspapers are much easier to carry around than a computer. However, as media convergence continues to occur and electronic devices continue to become smaller, faster, and more powerful, accessing news stories online is becoming less challenging and much more available. Henry Jenkins indicates the growing functional capacity of electronic devices in his book Convergence Culture as he explains his plight when phone shopping. Jenkins explains, “I didn’t want a video camera, a still camera, a Web access device, an mp3 player, or a game system. I also wasn’t interested in something that could show me movie previews, would have customizable ring tones, or would allow me to read novels.”1 Jenkins shows that technology has quickly allowed one device, the cell phone, to support functions that not long ago required multiple devices. Technology will continue to move forward in such a way that the old mediums such as magazines, books, and newspapers will be supplanted by advancements in digital and communications technology. Thus, the progression of technology will provide the means by which digital communications will become the future of the media.
Accessing news online has numerous additional advantages as the reader can become much more involved in the news story. After reading an article online, a person has the ability to easily find more information about the topic in the article at the click of a button. This opens up a world of possibilities in what a person can access online. Depending on what words get searched, the internet search engine Google can provide over 2 billion web sites containing the key words in less than .15 seconds. The internet remains the only medium by which this extremely fast information response can occur. Thus, the internet clearly has an absolute advantage over print media in terms of how much information it can provide to an individual in the smallest amount of time possible.
Now that the internet has an established advantage over the media mediums of yesterday, how exactly will this bring about the death of mass media and the birth of an individualized system? This process has already begun; however, it catches many by surprise. As consumers, we made it very easy for the media to sneak in and launch this process under our noses. Through social networking sites such as Myspace and Facebook, people build their personalities online without ever realizing it. Media advertisers have access to almost all of the information one puts on their Facebook page. A person’s “about me” information that resides on their Facebook page helps dictate what advertisements get placed on the sides of the web page for each person on Facebook. Two individuals can view the same Facebook page and have different advertisements on the page based on the information that the advertisers obtain from each of the viewers’ Facebook pages. As these types of websites continue to grow, the media’s individualization process in advertisement will also expand.
Internet usage in the future will become dominated by avatars, which are online “objects representing the embodiment of the user…[or] the personality connected with the screen name of an internet user.”2 Currently, avatars exist in many different places online. People throughout the world control avatars in Second life, an online 3-D virtual world, where users exist in the game as an avatar and can do almost anything that a person can do in real life. Players can highly customize their avatar to represent themselves in the online game. In addition to Second Life, many e-mail web sites, such as Yahoo!, now allow users to create 2-D avatars, or customized animated pictures that contain information about the real user. My e-mail provider uses this information like Facebook to customize the advertisements I see when checking my mail. As the popularity of online avatars increases, the relationship between the internet and media advertisers will forever change. User information represented by avatars will grow to the point where who you are becomes depicted by an avatar every time you log onto the internet. Thus, the media has access to who you are and they feed information based on your personality. This mutual symbiotic relationship benefits both the consumer and the advertiser. The consumer will receive information that he or she is interested in because the media group knows the person’s avatar and the media group has access to free information about the consumers. Thus, the mass media will essentially cease to exist online as an individual media will develop where the individual becomes the target, not a group as a whole.
The internet and electronic devices continue to develop as efficient tools by which the media can expand their personalized relationship with every person. The internet can also provide people with much more information, faster, and at a smaller cost than the current print media devices (newspapers, magazines, etc.). Consequently, the media continues to realize the power of the internet as the individualization process has already begun on social networking web sites and other internet sites. This process will continue to expand until every person who surfs the web will be represented by an avatar from which the media will collect and use information to provide each person with advertisements, products, and articles of interest to the specific user. Thus, the big media of the future lies not in mass media, but in a world dominated by individual relationships between persons and the media.
Works Cited
1Jenkins, Henry. Convergence Culture. New York and London: New York University Press, 2006.
2Jordan, Tim. Cyberpower: The Culture and Politics of Cyberspace and the Internet. Routledge, 1999.
3“Recycling Paper.” General Mills Supply Co. 2007. 18 November, 2008.
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