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Ashton Kutcher has become somewhat of a social media mogul. He has one of the largest followings on Twitter, has advanced the use of less-known web-video tools, celebrities bringing their own “pap” photos to the world through their cameras and publicly touts his life. Ashton has become one of the most generous celebrities in terms of sharing his private life.

It is profound that a celebrity is so willing to give details about his personal life. While most celebrities are only mediated through the light of the media’s camera, Kurtcher has created his own representation. Having this duality  or what the camera catches and what he posts is interesting and raises questions about authenticity. Andreas Thieme explains,

Since it is possible to relate the content of digital story-telling to its author, it might be argued that the author is even actuating this content in so far that it becomes a “more or less strategic self representation” implying a “kind of self-reflexivity”.

This can be troubling for viewers. While they see one thing in the media, that image is lost when they view celebrities videos. More so, the celebrity is not confined to the social norms of professional media.

Celebrities can swear, take pictures of their wives in bikinis and show videos of paparazzi’s mistreatment of celebrity and post them for fans. Meanwhile, the media hold celebrities at an arms-length and only report what publicists present.

This duality has definite potential to confuse and potentially detract fans.

A Laugh to Change a Life

I am thankful for laughter, except when milk comes out of my nose.

~Woody Allen

Laughing baby, so simply put, had a laugh that has potential to change a life. With his father’s “Bings” and  ”Pops”, the child laughed his way to over 88 million views on YouTube.  While this seems like an ephemeral example of a proud father sharing his sons adorable laugh, it could have important implications.

In each view, laughing baby is defined by his appearance. Although this is an example of a positive attribute, if later in life the child is branded as such, he could face negative consequences. Daniel J. Solove explains,

Protection against disclosure permits room to change, to define oneself and one’s future without becoming a “prisoner of (one’s) recorded past.” Society has a tendency to tie people too tightly to the past and to typecast people in particular roles. The human personality is dynamic, yet accepting the complete implications of this fact can be difficult.

What Solove explains is that Laughing Baby may become “Laughing Baby” for life. If he chooses to disclose this information about his past, people could brand him as just a cute face.

More importantly, YouTube in such a situation opens up many other questions about individuality and privacy. Laughing Baby has been copied and mimicked countless times. People have placed similar  examples of their children and provoking them to laugh.

While the video is cute the first time, it’s uniqueness is what makes it so. It loses it’s luster after seeing many variations. This can take away attention with the poster may have desired.

The video also questions privacy. Laughing Baby, nor his parents were not required to sign consent to distribute the images. Laughing Baby may, upon maturation, realize that it is not his desire to be viewed tens of millions of times. These views cannot be taken back and he has been irreconcilably put on parade.

While such videos seem innocent, they can in fact lead to greater than expected repercussions.

The Personal Connection in Youtube

Youtube, as shown throughout this blog and demonstrated in the Advertising and Society class, is a social phenomenon. We (as a group) have looked at everything from the numbers of people who use Youtube to the celebrity status and it’s changed identity (thanks, again, to Youtube). Which leaves me wondering, why is Youtube so damn popular? What is it that makes it stick out as an attractive and viable medium? There must be something that keeps the viewers coming back.

Looking at the basics, their are certain things that Youtube does very well. It’s aesthetically attractive, easy to use, and technically efficient. Youtube’s presentation isn’t anything special, but it isn’t a cluttered mess either. The ease of use is as simple as clicking on a video and watching it; again, not rocket science. One of the best features of Youtube from my perspective, is just how fast the videos load. You do not need to download the whole video to begin watching it, as it streams while you watch. A small yet subtle touch. But I want to go beyond the physical aspects of Youtube.

Acording to B.A. Nardi, author of  “Beyond Bandwidth: Dimensions of Connection in Interpersonal Communication”:

People who do not regularly participate on YouTube may not understand why people watch seemingly poor quality or odd videos on the site. Yet those videos may serve important social functions…they [Youtube videos] strive to establish an ‘‘affinity,’’ which Nardi defines as a ‘‘feeling of connection’’ between people who ‘‘[experience] an openness to interacting with another person…’’

Nardi is saying that these videos create connections between the viewer and the creator. Since most of these videos are generally regular and real people, Nardi’s point is a valid one. Watching a Hollywood film defines a certain experience. Even though there are real people in the film, they aren’t neccesarily being “real”. They generally act a part and a role that doesn’t reflect their genuine personality or characterisitcs. You find much more of that on Youtube, where people can, as Youtube’s motto states, “Broadcast Yourself”.

By establishing a “real” connection, it makes sense to conclude that Youtube’s popularity is due in part to the relationship forged between viewer and creator. People keep coming back to see more and more videos of people all around the world, whether it be funny, sad, long or short.

Play him off, Keyboard Cat!

Ellen and YouTube

YouTube has become a major phenomena not only for the average Joe but for celebrities as well. Celebrities, even the most successful ones, are beginning to create personal accounts on YouTube to get in touch with the public. Some celebrities who are known to produce a YouTube video now and then include, Ashley Tisdale, Ashton Kutcher, and Ellen DeGeneres. While the average Joes try to become famous and recognizable through mediums such as YouTube, celebrities use the same method to become more down to earth and relatable.

This video which can be found on YouTube may or may not have been originally shot with the intention of showing only her audience, however has managed to make its way onto the web and gained Ellen a more relatable character. There are numerous of videos on the web, particularly YouTube, that show Ellen on a more recognizable level, whether that is Christmas tree shopping, vacationing with her wife, making a twitter account, or warming up before a show.

Not only does Ellen DeGeneres post her only videos so that her fans can keep tabs on her, but she also acknowledges other videos and includes her favourites web videos on her day time TV show. Ellen has included numerous different web videos on a variety of episodes. Ellen has shared with her fans and audience her favourite web videos which include funny videos, scary videos, and falling down videos.

Ellen has also been known to invite some YouTube phenomena people to her show to share with her and her audience the significance or reason behind their video or to demonstrate a talent shown within the video.

Overall, YouTube offers the tools and methods not only for normal people attempting to become a celebrity but also for a celebrity trying to normalize themselves and become more attuned to their fans.

Semiotics

A science which studies the life of signs in society is conceivable; it would be part of social psychology and consequently a general psychology; I shall call it semiology ( from the Greek semeion “sign”). Semiology would show what constitutes signs, what laws govern them.”                                                                                                                                                 - Ferdinand de Saussure, Course in General Linguistics

A semiotic democracy, which was first coined by John Fiske, is a society that creates meanings from different symbols. Fiske defined the term as the “delegation of the production of meanings and pleasures to [television's] viewers”. In simpler terms, the meanings and symbols of product advertisements are defined and interpreted by the viewer, which follows under the notion of the active audience theory instead of a passive uninvolved audience. This theory explains that the audience is in control of the meaning of media products, instead of reading and understanding text the power of comprehension is shifted into the hands of the audience.

A semiotic democracy can be furthered understand by examining the raw properties of the theory, the terms of a semiotic sign. The semiotic sign contains two elements, a signifier and a signified. The signifier is the material dimension of the sign, whereas the signified is that which the sign stands for or rather the mental image which the sign evokes.

Overall, the semiotic democracy gives all audience members a one of a kind and original experience based on their own interpretation and application of the symbols involved in advertisements.

Social Construction and Advertising

One of the world’s biggest advertising agencies has declared that “brands are the new religion”. It is a familiar argument to say that we live in an ad-drenched society, in which logos are everywhere – from the inside of lavatory cubicles to the labels attached to oranges.

-Mark Corner

Each action we perform each day is in the confines of a socially mediated and socially constructed environment. What is natural, is not in fact natural, but only such because society we has taught us it is such.  These social codes create myths so that society can relate. The natural beliefs in Wester Society are generally rooted in religious tradition.

As such, our society is built on the pretense that we are good because others are bad. Christianity is good because Muslims are oppressive. The summer is hot because the winter is cold. Mac’s are good because PC’s are bad.

These myths provide a recorded thought about how we know the world, and as such how we conduct ourselves in that world. The religions that societies are built on are historically uniquely institutional and inherently tied to power and politics. We are expected to represent our group to create self identity.

These social constructs are built on one other very important rule. Never Question. To question is to doubt and doubt means that you lack faith. How could one possibly question the divine maker?

We can see quite clearly how corporations enact in this social constructionism. They create a product and through advertising campaigns reinforce binary oppositions. Their product is the best because the competition is bad. We can’t question the quality or usefulness of the products, because the product in itself becomes divine. MacWorld, Googleplex, Disney World have all become shrines to the brand. Each day, week, month we go back to the store to offer collection so that we can continue to worship the product.

In the grand scheme, product has largely replaced religion as the driver of social construction. We are now driven by consumption of goods rather than ideology, and we place our beliefs in them. The politics of consumption have replaced the politics of religious ideal. Church attendance is drastically down and are being replaced with post-modern and more spiritual facets of belief. Perhaps we live in a world where consumption could once and for all replace worship.

Famous Kids

YouTube has become a place to share amateur home videos, whether they are funny, interesting, scary, etc. Parents are placing their children’s faces on YouTube more and more often to share funny moments or first actions with loved ones but are also knowingly or not sharing these videos with the YouTube community. People are beginning to realize the effect these videos can have if shared with too many people. It is now not uncommon for ordinary individuals to become amateur celebrities over night if their video is liked by the YouTube community.

Some of the more commonly known videos and people on YouTube includes, but is not limited to, “Charlie Bit My Finger”, “Little Girl Who Will Kick A Monsters Ass”, “David After Dentist”, “Blood-A Boy”, and as shown in the following video “The Star Wars Kid”.

This original video of the “Star Wars Kid” has received 13, 577, 566 views and that does not include the many more hits on the numerous remixes. The “Star Wars Kid” has been recreated to incorporate a training match with Yoda, a fight scene with Agent Smith from the Matrix, a cameo in The Lord of The Rings, etc.

Star Wars

This video became so popular that it continues to pop up in unexpected places, such as within a secret passage of one of the Tony Hawk Skateboarding games.

Overall, people are becoming recognized within society based upon YouTube videos. Whether on purpose or not, average Joe’s and Jane’s are being transformed into recognizable societal names and figures.

Race and Financial Discrepancy in Canada

On the global scale, Canada is seen as one of the richest countries. Indeed that would be accurate when compared to the poverty of third world countries like Ethiopia, Niger and Sierra Leone. But within Canada there lies it’s own version of poverty and a discrepancy between rich and poor. This isn’t uncommon within first world countries, and is a bi-product of a capitalistic society. Canada has the image of being a very culturally diverse country that on the outside appears to be very accepting of these other races. While that is partially true, there is a direct correlation between your race and your financial status.

The problem between the rich and the poor is world wide. Over two-thirds of the world is classified as in poverty. We are looking at about 4 billion people. What is poverty?

The definition we use is absolute definition of poverty used by the U.S. government. In 1979 the… poverty line for a family of three was $5763. Families with lower adjusted incomes were in poverty.

Now why 30 years later do we still have a problem with the growing gap between financial classes? Well, according to ecologist D.F. Owen:

There are poor people because the rich exploit a lot of proportion of their resources from the poor.

Even though Canada is known as a multiculutural country, other sources of financial discrepancy comes from race. In the report, To What Extent Are Canadians Exposed to Low-Income? released in 2000 by R. Morrisette and M. Drolet:

Among Canadian-born men, only black men have a wage disadvantage compared to individuals who are not members of a visible minority. Among foreign-born men, four visible minority groups (Black, Indo-Pakistani, Chinese and Non-Chinese Orientals) out of six face a wage disadvantage.”

Now when you think of the 33 million residents of Canada, and how culturally diverse this nation of ours is, having 4 of 6 visible minority groups facing a wage disadvantage is huge. Despite Canada having the image of a culturally friendly nation, we still have some ways to go before equality for all races and cultures is obtained.

Decrease of Text, Increase in Images

A Picture is Worth a Thousand Words”

                                     - Fred R. Barnard

In recent years it has become more common in advertisements to include more visual aspects or images than description or text of a product. In order for advertisements to be successful the ad must gain attention of the consumer, the easiest and most common method to do so in today’s society is through unique and creative ideas that contain artistic photographs, unusual graphics, beautiful colors, and stylistic typefaces. The use of print, headlines and other text styles are become less popular among ads due to their inferior attention grabbing skills to visual images.

 

It is believed that the importance of using visual advertisements to persuade consumers has become more dominant because people now a-day`s read less and watch more. Not only do ads need to grab the viewers attention but they also have to affect their emotions. A visual image and its easy ability to effect the viewers emotions are key to the success of the advertisement and in turn the product. Also, by using visual images it has become easier for companies to produce advertisements that are global friendly, a commercial, poster, or other image works within all countries and languages. The means of creating these visually stimulating ads is also becoming easier due to a higher form of technological artistic abilities that are able to produce powerful and persuasive visual images.

No matter what the reason or whether it is truly more effective or not, it is apparent that as of late there has been a decrease of text in advertisements and visual images has become a more dominant means of selling products in the twentieth century.

Innovaton in Advertising

In 2007, spending on advertising has been estimated at over $150 billion in the United States and $385 billion worldwide, and the latter to exceed $450 billion by 2010.

-  Global Entertainment and Media Outlook

When 385 billion dollars are being spent worldwide on advertisement, there isn’t much room for wasteful advertisements. Advertisers need to get to the point quickly as often times they only have a few seconds to create an impact on a potential customer. According to the article “High-Profile Product Recalls Need More Than the Bat Signal” by Jeanne Finegan, from Huntington Legal Advertising:

Because Americans are saturated daily with marketing messages, product recall and legal notice programs need to shout above the other estimated 3,000 marketing messages we receive daily.

That is 3000 ads a day. Most of us probably don’t realize how much exposure we take. We are used to it by now; it is part of the capitalistic era we live in. Economic growth comes from consuming, which is driven by advertisements. How does one then discern themselves from those 3000 different ads? Innovation is needed in today’s society if you want an ad to make an impact on a consumer.

Innovation comes in all sorts of forms. For example, the show Weeds used scent strips in an ad placed in Rolling Stones magazine. That scent strip smelled like, you guessed it, weed. According to George DeBolt, VP of Media on Showtime: “There was a lot of back and forth about the scent. We wanted to have the scent be as close as possible to marijuana. It’s the buzz factor, if you will.” That certainly is a great way to grab people’s attention, whether they like the show or not.

Another innovative idea comes from São Paulo, Brazil. In order to promote the National Day against smoking, the advertisement agency Full Jazz decorated stop sign poles with cigarettes, effectively delivering the message “Stop Smoking” in a new and original manner. These are the ways to get the attention of your target group. People will stop and think about the message you are trying to send.

Grocery stores in Madrid were the subject of an advertisement campaign aimed at helping starving children all over the world. The campaign, created by the agency known as Zapping, placed the faces of starving children on the handles of grocery carts. Where you insert a quarter to rent the cart, a message accompanied the child: “You can feed a child for two days with what you spend renting this cart. HELP!”