Media in the future.

 

In order to generate an opinion about how media will transform in the coming years, I will start by comparing two commercials, both from Coca-Cola. The first commercial is from the 1970’s, and the second was released in 2012.

The first commercial is all singing, giving it a light and playful mood, but not very attention grabbing. Some shots last for around 15 seconds. There aren’t very many stereotypes at play, I couldn’t I even say what one of them is. The commercial allows us to get an idea of what some of Coke’s ideals were back in the 70’s: it assumes that people value diversity and global integration. Therefore they use advertising tactics to play off of those values, resulting in a commercial featuring people from all over the world singing together. They are trying to get people to buy their product, but they do so without making negative assumptions about viewers. What they are saying about Coke is that it also values diversity.

The second commercial obviously has much better cinematic production. You are immediately viewing an execution scene, which is apparent within 2 seconds of the ad beginning. What this commercial is saying is that Coke Zero can get you out of any trouble. If a guy can get out of being executed, you can do anything, especially lose weight because there are no calories. It’s presenting Coke as a problem solving device that can save your life, whereas the first commercial showed Coke as a rich and cultured company. The second commercial assumes that you want to consume less calories because you think it will make you thinner.

I’d say overall the second commercial uses a much more brainwash-like technique: They make it seem as though Coke can do things it really can’t. This shows a trend as time goes on of companies doing more to make their product seem better than it really is by playing off of the ideals of the audience.

I think that in the future, companies will become even more manipulative and outrageous with their advertising, and they will try even harder to control the way the audience views their product. The longer goes by, the more developed and advanced advertising practices become. Compare the simple intent behind the Coke commercial from the 70’s to that of the Dove commercial we viewed in class. The dove commercial is a huge scheme that seeks to accomplish the same thing but in a very different and more complex way. The Dove commercial assumes that the audience is scornful and aware of the cheesy techniques that companies nowadays are known to use, and seeks to convince you that they are as well. But why are we scornful of the cheesy ads? Because we know that they are just trying to get us to buy their product. But Dove is also, they are just doing it by making  the audience think that they are on our side. Conceptual advertising technology will become more creative in ways to control the human mind.

Our Future in Media and Technology

For our generation and future generations, we will all have grown up in the age of modern technology. We will have grown up with cellphones, the internet, computers, etc. It has always been apart of our lives and will continue to be in the future. We will continue to influence media and technology, and media and technology will continue to influence us.

Media will continue to evolve to the needs and wants of the public and vise versa. We will continue to rely on the media outlets and gatekeepers to inform us about society and culture through their influence and our own influence upon each other. The method by which we interact with media will also continue to change and the line between sender and receiver will cease to exist. Even now we can say that senders are receivers and receivers and senders. They work together in a cycle.

We take the media and modern technology for granted. In our parents generation, they did not grow up with cellphones, the internet, or computers. These things have made it easier for us to find information, connect with people from around the world, and share information amongst each other in ways that people wouldn’t have even imagined 20 years ago.

Our strong attachment to the media and modern technology is not necessarily a good thing. The easy access to a plethora of information makes it easier for people to plagiarize, be distracted by social media and other forms of media, and just looking up information does not mean we have learned it. As we all know, this past month PioneerNet and Blackboard had some major issues that prevented us from accessing the internet and printers and some people couldn’t even get into buildings because the keycard locks were also not working. In this event, I realized how dependent we are on this technology to allow us to do simple things, and that without it we are at a loss and sometimes struggle to function without it.

As our technology and media advance we will have to adapt to it and it to us.

Here are some very interesting videos about technology and how it can influence our future media and lives, in a time that does not seem to be too far from now.

Corning

http://www.youtube.com/watch?v=X-GXO_urMow (w/commentary)

http://www.youtube.com/watch?v=PfgmlVxLC9w (w/o commentary)

This video presents a future where our lives are surrounded by interactive, durable glass. The ideas that Corning presents are not far fetched at all. The interactive glass would benefit companies around the world, allow doctors from different continents to share information and help examine each others patients, and let students visually and physically interact with the lesson.

Telstra

http://www.youtube.com/watch?v=W4IIKY_A5a8

In this video by the Australian company Telstra, they present a world with technology that is suggested to not too far ahead of our present time, where it is common for people to have Google-glasses-like glasses that take photos, inform the user of a text, tell time, and more. There is also a refrigerator with a digital shopping list on the door that keeps track of what is needed, a phone that is clear like glass and compatible with other technological devices with just a swipe on the screen, and more. Also, the song is “Such Great Heights” by Death Cab for Cutie, which could have been used to support the ideas and future technologies that Telstra presented in the video.

Oculus Rift

http://www.youtube.com/watch?v=toRNR2TJqhs

http://www.oculusvr.com/

Robotics

http://www.bostondynamics.com/index.html

Other

http://itechfuture.com/

https://www.leapmotion.com/

The Conflict of Media Dependency

Upon much focus and examination of the media and its effects on today’s society, I think it’s safe to say that I regard the media from a standpoint similar to many people. There is, without a doubt, a large number of issues that accompany the rapid spread of technology and the ways in which they impact society. However, I spend a great deal of time consuming media material, and am heavily reliant on it in some aspects. As media has become more predominant in our culture, there are innumerable negative consequences of media consumption and dependence that are brought about. I know I, personally, contemplate media’s effects, and whether the good outweigh the bad. Additionally, in our exposure to the media, we are often exposed to criticisms of the media. As technology has become a widespread and often unregulated tool for people around the world, the media projects criticisms of what it is in itself. It is safe to say that I face a challenge that is conflicting for many people of this day and age: I can clearly see issues with media’s dominance over our world, and have formed many of my own opinions on the matter. At the same time, I am plagued by my own reliance on the media, and the effect that taking action to change this dependence could be very impactful on my voice in society and my relations with other people.

      The nature of the issue lies within the fact that the news has considerably changed and improved society in certain ways. I am grateful for the media because it offers citizens an opportunity at voicing whatever they choose to, which was not always so easy. Mediums like blogs give citizens a medium to distribute information and an opportunity for response. I appreciate how closely the media ties us together, the degree to which it allows citizens to understand current events, and the quickness of communication it allows.

      The issue I have with media is broad, and is brought about for similar reasons that I appreciate the media. I believe that the true problem is not technology, but the dependence that our society has on the media. The media has changed so rapidly and become such an integral part of our lives that it becomes increasingly hard to distinguish the good and the bad. While technology connects us, a lack of technology disconnects us from one another. In a world so reliant on technology, many things become nearly impossible without this sort of communication. Overuse of technology is also very common and takes away from the time we spend living our lives. I believe that media is of vital importance, but the reliance we have on it today makes it hard for us to function without it.

      The prospect of media domination is a scary one, given the amount of change we, as a society, have experienced firsthand. In my life, I have seen media follow an upward trend, and expect it to continue on that path. People are so consumed by media and technology that there is a constant hunger for new growth, and a constant competition to produce material that surpasses what is already available. It is also clear to me, first hand, how much of an improbability a decrease in media usage would be. Today, I see a society full of people who need technology and news media to make it through their day. My peers, as well as myself, are in constant need of media in order to carry out responsibilities like our schoolwork. Children are learning to use  technology and interpret news media, as it has been integrated into the classroom environment, among many other mediums. In the future, I see a society that is even more reliant on technology. Children will come from a background where they see and use media constantly. It becomes a part of the world they live in, and becomes hard to regulate. My peers and I have received our education in a media dominated educational system, and media will, therefore, be vital to our careers.

      The New York Times released an article earlier this year entitled, Peering Into the Future of Media. The article reinforces the ideas and concerns that I predict will be problematic in our future. The article exaggerates many of these issues, but reaches the same conclusion: learning to live, function, and work in a media dominated society will lead us into a world that is hard to live, function, or work in without media. This progression is both a blessing and a curse, and my hope is that the upward media trend will not lead to a downward spiral in society’s ability to live without it.

Sources:

http://www.nytimes.com/2013/10/15/business/media/peering-into-the-future-of-media.html?_r=0

The Future

Technology is in the forefront of all news today and I do not anticipate that changing.  I see it becoming more and more prevalent.  Newspapers and magazines will become fewer and fewer while online journals and blogs will become even more popular than they are today. I saw an interesting article a while back referencing how Fox News has lost its credibility. I think that things like this are cyclical and will constantly be changing.  The leading news producers will flip flop who is on top and who is slipping behind.  A few things will not change, conglomerates will always be there.  I think that it could even become more apparent.  Less and less companies will own the majority of all news.  This is scary to think about.  We are already somewhat brainwashed from all the media that we see that is either biased or one sided.  Things could get worse.  I can think of something that could, and may, combat this.  User-generated content.  Blogs. I see blogs taking off in the future.  People want to know quick stories, written in a way that we can zoom through them.  Everything is moving in the quick direction.. no one sits down and reads the newspaper before they go to work.  They check their phone for updates or emails.  I see the media really going in this direction.  Quick blog updates sent to mobile devices that pinpoint the users interests and concerns and simply send the user what he or she wants to know and hear about.  “Mobile” will dominate.  Having all the information that you may want in the palm of your hand… that’s what our generation wants.

I could be completely wrong.. Media and technology are constantly changing and I really can’t predict what is going to happen.

I found this article about the future of digital media and found it to be really interesting. 

How Are We Going to be Agents of the Media in the Future

I often think about what the future holds for our consumption of media. I also ponder whether or not it will be a bright one. I have viewed many of the posts for this blog prompt, and I have seen a common theme of fear for the impending advancements that society will see in technology and its relation to media.

            It seems to me that with all of the freedom that we have as producers and consumers of media through the Internet and other technologies, there will be a following of stricter control over how we interact with these freedoms. I’m not too sure if this is a good thing. The thing is, all throughout this class we have really only been able to study the past of media, and how it has developed to what it is today. This is because what the future holds is very unclear. Thus, with this uncertainty of what and how media becomes in the future, it seems that all of us will be unsure how to handle it. Take for instance the whole buzz over the NRA over the last year. A lot of people were very upset when it was found out the lengths in which the government can take through monitoring our activity as members of the internet. On one hand I am upset as well, but on the other I realize that it was the only measures plausible to ensure that there was some length of legal control over our freedoms.

            One phenomenon that I find interesting is the new fad that we see on facebook where members of universities create confessions pages. There is clearly someone who manages these facebook pages, yet at the same time people feel anonymous enough to post some pretty embarrassing stuff, and they seem to not realize that there is someone reading it. Thus, I think there needs to be a balance and realization that people need to embrace when it comes to anonymity through text. You can see the DU confessions page here.

 

Another perplexing concept when it comes to the idea of instant information within society is that I believe we think we are more connected than we actually are. Take for instance the mystery behind the missing Malaysian Airlines Jet. It seems that in today’s time we are always a click away from knowing exactly what happens all over the world. Yet somehow, despite the abundance GPS utilities that comes along with it, has been missing for many days now. I feel that we perhaps can over estimate exactly how accurate the information we receive actually is. If a massive airline jet can go missing so easily, then how can we be sure that information that is quickly updated on the web about events all over the world is accurate? Perhaps we have a far too reliant attitude towards the media and its connection to us.

In the end, I feel that we are taking the initial steps needed to understand our relationship to how media is changing. However, I believe we need to further it by taking more in depth views at how we are going to be agents of how it changes in the future.

Technology for the future

I was sitting in the library with one of my friends and I was talking out loud while brainstorming my topic for this post.  I said something along the lines of, “there will be heavy reliance on technology”.  My friend said “there already is!”  I completely agree with her of course, but it got me thinking, what more could change for the future?  Nothing.  Nothing will change, in the way that we will be heavily reliant on technology and our reliance will continue to grow and grow and grow some more.   I can’t envision a future without technology.  I can’t imagine a world in the future where we won’t need it.  As the media grows, we will be forced to grow as well because if we don’t grow with it we will be left behind.  There is no way that our society can move in a direction that media won’t be needed.  Going along with that, we are forced to use technology, the internet and the media in our everyday lives.  For example, I can rarely do any of my homework as a student without needing my computer.  I have research that needs to be done, homework assignments on websites, and papers to be written up.    

                Because the new media is so interactive already, I see the participation of the viewer increasing and an increase in citizen journalism.  I see an increase of professional networks and professional resources relying more and more on the everyday citizen.  Maybe not necessarily “relying” on the people’s information, but using and publishing information that everyday people might have discovered or experienced first.  To me, it seems as if the “I’m there, you’re not, let me tell you about it” idea might be more and more applicable to the citizen journalist and not just the traditional journalist.  Especially because we carry our cell phones around with us everywhere and we can document an event at a moment’s notice.  Because of this, I unfortunately see a continued drop in the amount of journalists.   I wish this wasn’t the case because of the resources and benefits that professional journalists have at their disposal.  But that is what I think will happen.

                The influence of new media on me and my peers can already be seen in everyday life.  As a college student, I don’t have a TV in my room, I just have my laptop and that is where I get all of my information from.   If I hear about something by word of mouth it is from my friends and then I immediately turn to the internet as my source of information.  As for the civic actions of me and my peers, I think there will be a lot of online activism and opinions.  People will continue to have their values and beliefs but will do it from a distance.  People will hide behind wall of the internet and the anonymity that is also possible from the internet.   

This is an article on civic actions that I found that was interesting:

http://placeofsocialmedia.com/blog/2013/05/01/what-are-civic-actions/

                I think that the advances that are being made in this day and age are actually amazing.  It seems crazy to me that all of this was invented, and fairly recently.  But it is hard to imagine my life without it.  I think that by the time I might be having kids, the technological advances will still be rolling out.  But unfortunately I see these products being forced down our throats a little, and like I mentioned before, we might have to submit to it slightly just so we can keep up with everyone else.  As a student now who relies so much on technology, I can only imagine that my children will unfortunately be in the same place.  But I would like to say that I would try and do my best to prevent an unhealthy reliance on Facebook, or something like that.  Though, by that time comes around, it might be difficult to tell what an “unhealthy” amount will be because of the necessity of technology to function today. 

I think that the technological future is bright and full of discoveries and advances but I fear that the affects will be negative for society. 

The Future of Media

Not only have I learned a lot about the state of media within the past couple of months, but I’ve been trained to think more critically about what is going on around me in our new media culture.  Media is always changing, and it is very complex in its content and messages.  But, you can easily step into any current event happening around the internet or on TV or by picking up a magazine and analyzing it, either in depth or in a broader sense.  By doing this we can learn so much about how our society functions and develops, and allows us to predict how things will turn out down the line.

I think the new media culture has already proven that our lives revolve around how we communicate.  Social networks like facebook and myspace have shaped how we interact with friends, employees. and complete strangers! (hopefully not) we can display our beliefs and ideologies through pictures or videos we post to the internet, and news can be acquired quickly and efficiently.  Of course these can all be negative things too.  People come into contact with dangerous people through facebook, argue over controversial images, and are misled by false news reports.

Here is an article I found earlier today…http://www.today.com/health/when-thigh-gaps-attack-targets-photoshop-fail-goes-viral-2D79356844

Target has been photoshoping their models?! Who knew?!  It is hard to tell why people were surprised about this image.  Were they surprised that a model’s body was changed and posted to the internet, or surprised that Target let it be so obvious?

The point is… the internet IS whatever we make of it.  People are becoming consumers of media at a very young age, and because of that we have to take initiative to make it a safe and productive environment.  If future generations grow up with adults arguing on the internet about a woman’s image being manipulated for advertising purposes, it will transition and become a norm and eventually become a fundamental part of our society.  There are so many other things that we need to worry about as a society, and making this silly controversy the headline of a prominent website gives people the wrong idea.  Everything that is posted to the internet is a powerful message, it was intended to be a tool to help society progress.  But, when the wrong message is sent to the public, it becomes a tool of destruction rather than construction.

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