1. Main Focus: Effects vs. Culture
Mass-media era of the 1990s: Convergence and technology
Music Ex.: In the mass media era you learned about the newest innovation but now there are so many fragmented market for music. Back then only a select few made it to main stream, and today the mass audiences for music are not what they use to be. Back then mass audiences consumed their music through the radio and music television, but today audiences take in their music through streaming. “To many in the general listening public, music streaming seems like a wonderful no-brainer. “A la cart music, on the go? Whenever I want it? What’s the downside?
” Music streaming—both free and fee-based streaming—gives our constantly on-the-go society opportunities to listen to the music they want in a highly portable, richly customized fashion. Perhaps most importantly, online music streaming is free in many cases, with the only “catch” being brief ads that listeners must listen to every so often. Some streaming platforms charge a small fee for the ability to bypass those ads” (Gun & Watson 2016).
Case today of mass audiences:
Super Bowl Commercials which were at it’s all-time peak of pricing for a time slot this year which was 5 million for 30 seconds. Companies and corporations use this opportunity of a mass-audience to market their products, services, and overall brand through a commercial. In my opinion, commercials are starting to die away and companies show mainly start to focus their marketing on internet ads. As of today, social media has a mass-audience every single day and is simply the best marketing tool out today. There was a stat that I took away from class today which was that 60% of the world’s population has a smart phone, that means only 40% of the world is without a smartphone. The internet is running constantly in our lives. So companies should be putting their strict focus into social media to market themselves.
“Commercials were a part of the TV experience, a window onto the new world of packaged goods, automobiles and airline travel. They were an efficient way to learn about these products without having to get up from the couch. That’s not the case anymore. For today’s internet-enabled consumer, TV commercials are possibly the least efficient way to learn about a product. They are 30 seconds of sell, when all we really want to do is sit back and watch our show. Time-shifting has made it possible for us to make watching TV just one more scheduled activity in our already packed diaries. It’s not that we don’t want to hear from brands, it’s just that we don’t want to hear from them during the time we have set aside to watch TV” (Wolk 2015).
2. Super Bowl Commercials and Their Irrelevance
If you are anything like me, the only reason you even decided to turn your channel on Fox this past Sunday was for the hilarious and entertaining commercials during one of, if not the biggest sporting events of the year. From overly attached mothers following their sons to Doritos inducing premature labor, there have been some amazing and creative commercials in the past couple of years.
This year, however? A massive flop in my opinion. The time slots for the Super Bowl are worth far more than my tuition; they should’ve been used more wisely. How does celebrity high school yearbook pictures relate to cars? Why is Humpty Dumpty doing his taxes on a wall?; better yet, why is he doing taxes in the first place? Commercials in my mind should at least relate to the product that is being advertised. The entire point is to appeal to the audience by using pathos, logos or ethos but none of the commercials appealed to me enough for me to consider buying their product. The ideas for the commercials made me think that interns concocted them.