On Line Advertising

Head up a new page titled, “Emerging Electronic Technologies & On-Line Advertising”

Introduction “Warning, Will Robinson!” Go on-line and grab or screen shot a couple of examples of electronic advertisements like pop-ups, banners, etc. What are the “new” forms of advertising trying to achieve? You only have 5 minutes! Select electronic advertisements that are promoting similar products to similar target audiences.

Homework Task: Using your chosen similar electronic advertisements, complete an A4 sheet that compares them (ie the market research that we have done for coursework tasks that looks at representation, genre, narrative and institutional appeals to the target audience). This will form the basis for your next textual analysis coursework essay, so the more detail you go into, the easier that 700 words will be. That is due next Tuesday 6th October. Miss it at your peril!

Back to electronic advertising … What are the implications of this graph? Write a short PEA paragraph that links this data to our studies of advertising and the changing mediums that are QuickTimeª and a decompressor used. Don’t forget to comment on why you are needed to see this picture.think the Central and Easter Europe have shown such a huge increase while Latin America’s growth rate is relatively small.

Now, go to this article in Mashable about “5 outstanding leaders in You Tube Marketing” (http://mashable.com/2009/06/01/youtube-brands/). Keep reminding yourself that these advertisements work well specifically within the context of You Tube. Make a comment about why these are considered “leaders” in electronic advertising. This means that you need to read and summarise… there are only a couple of points and this can be done in 5 or so minutes.

Did you find the following ideas in the introduction? Youtube as a direct marketing tool with the marketing mix and not in a vacuum. By understanding the “mood of the times, advertisers must consistently and frequently publish material that it of interest to the audience.

You need to view and make some notes on the five offerings in this blog, so only watch the first couple of minutes of the Quicksilver advertisement and then move on.

From your notes on “The Merchants of Cool” list some other examples of online or e-advertising…

What do you understand by the term “viral advertising”? If you don’t know… look it up and give a definition, an example and why this type of advertising is (not) effective.

Regulation and New Media The difficulty with regulation of new media is that it is changing so fast. Regulation of the internet, for example, tends to be via a variety of different bodies, depending on the nature of the issue. To date, one or a combination of the following are being used to prevent internet publication or remove internet content: a) the legal framework, b) including rules of copyright and libel; c) self-policing by website-owners; d) policing and action by Internet Service Providers. Now is the time for those students who aspire to the dizzy heights of A grades in Media Studies. Make a comment on the efficacy of these methods of regulation.

Blogs and Internet Chat Rooms: The Media Debate #1 In small groups, discuss these issues and be prepared to voice and defend your position… * * * *

Are blogs and internet chat-rooms just like having private conversations? Should there be any control over the content of what people post? Should anyone have responsibility for what is posted? If so, who?

Blogs Example

QuickTimeª and a decompressor are needed to see this picture.

Google runs a blog site, Blogger.com. A blogger referred to model and Vogue cover-girl Liskula Cohen a “Skank” on line. The blogger also said of Cohen, “How old is this skank? 40 something?” She’s a psychotic, lying, whoring, still going to clubs at her age, skank. Desperation seeps from her soul, if she even has one.”

As with many contributors to blogs and chat-rooms, this person chose to use an anonymous name. In August 2009 Cohen went to court in Manhattan, in order to force Google to hand over the information on who this blogger was. The defence for the blogger claimed that blogs “serve as a modern-day forum for conveying personal opinions, including invective and ranting”. Google said that they take great care to respect the privacy of their users. However, they also said they, “sympathise with anyone who may be the victim of cyberbullying.

Media Debate #2 In small groups, discuss these issues and be prepared to voice and defend your position… * Should Internet Service Providers give the personal details of their users to third parties? * Was this cyberbullying? * Was Cohen’s action trying to curtail bloggers’ freedom of speech? * Do you agree with the defence when they claimed that internet chat rooms “serve as a modern-day forum for conveying personal opinions”? Does this make them similar to private conversations and therefore not to be censored? * But a “private” conversation is shared by very few, whereas the size of the audience who can access a chat-room is potentially vast. Does this make a difference? * What do you think? Who would you find in favour of; the Blogger or Cohen?

The Adjudication The Supreme Court judge ruled that Cohen was entitled to know who this person was Google were forced to hand over the information on the blogger to Cohen. Make some brief notes about this actual case and use it in your exam if asked about regulation and/or censorship of the internet. Remember, it has to be pointed, concise and brief! Keep it simple, stupid! Internet and Censorship Worldwide The problem with policing the internet is that it doesn’t have borders. Information can be shared electronically across the world. Different countries have attempted, with some success, to censor material, as can be seen from the map below.

QuickTimeª and a decompressor are needed to see this picture.

For example, China has blocked all access to the BBCs Chinese-language website. For further research and more details: http://news.bbc.co.uk/nolpda/ifs_news/hi/newsid_7785000/7785248.stm For more detailed, interactive map of web-site censorship: http://www.guardian.co.uk/world/interactive/2009/jun/30/internet-freedom-ofinformation

Internet and Regulation: UK – important stuff for the exam! Internet Watch Foundation - Funded by Internet Service Providers – QuickTimeª and awhy have they done this and what does this really mean? decompressor

are needed to see this picture.

IWF was established in 1996 by the UK internet industry to provide the UK internet ‘Hotline’ for the public and IT professionals to report potentially illegal online content within our remit and to be the ‘notice and take-down’ body for this content. Their mission statement is to “work in partnership with the online industry, law enforcement, government, the education sector, charities, international partners and the public to minimise the availability of this content, specifically, child sexual abuse content hosted anywhere in the world and criminally obscene and incitement to racial hatred content hosted in the UK”. (from http://www.iwf.org.uk) Look at the IWF site and note down who they list as their “partners” and what the responsibilities of these organisations are.

Internet Regulation, Control and Censorship UK So, currently no one single body takes responsibility for regulation, control and censorship of new media in the UK. Is the combined efforts of a range of regulators an acceptable way of regulating new media? Can you think of a way to ensure that freedom of speech is balanced by rights to privacy, the prevention of unsuitable content, etc?

Summary The point at which regulation to protect the public becomes censorship is largely a point of view. It depends on the ideologies of the reader of a text as to whether it is offensive enough to be prevented from being published. Obviously, some of these ideologies are generally collective, (although there will always be minority groups who disagree with the hegemonic beliefs of a society). Other ideologies are more dependent on a wide range of contextual factors relevant to the audience, including race; gender; religious persuasion and political beliefs. Most media industries in the UK prefer self-regulation and work hard to oppose the enforcing of other forms of control.