8.2 Media and technology in society  (Page 6/19)

Product advertising

Companies use advertising to sell to us, but the way they reach us is changing. Naomi Klein identified the destructive impact of corporate branding her 1999 text, No Logo , an antiglobalization treatise that focused on sweatshops, corporate power, and anticonsumerist social movements. In the post-millennial society, synergistic advertising practices ensure you are receiving the same message from a variety of sources and on a variety of platforms. For example, you may see billboards for Miller beer on your way to a stadium, sit down to watch a game preceded by a Miller commercial on the big screen, and watch a halftime ad in which people are shown holding up the trademark bottles. Chances are you can guess which brand of beer is for sale at the concession stand.

Advertising has changed, as technology and media have allowed consumers to bypass traditional advertising venues. From the invention of the remote control, which allows us to skip television advertising without leaving our seats, to recording devices that let us watch programs but skip the ads, conventional television advertising is on the wane. And print media is no different. Advertising revenue in newspapers and on television fell significantly in 2009, which shows that companies need new ways of getting their messages to consumers.

One model companies are considering to address this advertising downturn uses the same philosophy as celebrity endorsements, just on a different scale. Companies are hiring college students to be their on-campus representatives, and they are looking for popular students engaged in high-profile activities like sports, fraternities, and music. The marketing team is betting that if we buy perfume because Beyoncé tells us to, we’ll also choose our cell phone or smoothie brand if a popular student encourages that choice. According to an article in the New York Times , fall semester 2011 saw an estimated 10,000 U.S. college students working on campus as brand ambassadors for products from Red Bull energy drinks to Hewlett-Packard computers (Singer 2011). As the companies figure it, college students will trust one source of information above all: other students.

Homogenization and fragmentation

Despite the variety of media at hand, the mainstream news and entertainment you enjoy are increasingly homogenized. Research by McManus (1995) suggests that different news outlets all tell the same stories, using the same sources, resulting in the same message, presented with only slight variations. So whether you are reading the New York Times or the CNN’s web site, the coverage of national events like a major court case or political issue will likely be the same.

Simultaneously with this homogenization among the major news outlets, the opposite process is occurring in the newer media streams. With so many choices, people increasingly customize their news experience, minimizing their opportunity to encounter information that does not jive with their worldview (Prior 2005). For instance, those who are staunchly Republican can avoid centrist or liberal-leaning cable news shows and web sites that would show Democrats in a favorable light. They know to seek out Fox News over MSNBC, just as Democrats know to do the opposite. Further, people who want to avoid politics completely can choose to visit web sites that deal only with entertainment or that will keep them up to date on sports scores. They have an easy way to avoid information they do not wish to hear.