1F25 Post 2: The Media We Want
Do we get the media we want or want the media we get?
In order for media to be successful it needs to resonate with its audience. If a form of media doesn’t appeal to us we won’t care about it. For this reason we ultimately get the media that we want. This way of viewing the media supports the reinforcement model discussed in the text. The reinforcement model emphasizes the connection between the media and the audience.
“the media are most effective when they reinforce existing beliefs, values, and behaviours…people often tend to ignore or resist information that does not reinforce their existing experiences and opinions” (O’Shaughnessy & Stadler)
The reinforcement model is present in all types of media. Social media sites like YouTube operate largely based on fan feedback. Comments and requests by fans inspire a lot of the videos people post.
Here is an interesting example of how media relates to its audience
The big bright KitKat logo on the shoes directly shows you the product. But the jeans, casual shoes, and laid back attitude presents a connection between KitKat and taking a break. Seeing this ad would encourage people to buy a KitKat after a long day at school or work.
My first entry talked about how Sesame Street changed Cookie Monster’s personality in order for him to eat a more balanced diet. This is a great example of how the media constantly changes in order to better relate to us. Since our values and beliefs change overtime so will the media. Sesame Street will probably lose popularity if it stops trying to grow with its audience. Another cool thing about Sesame Street is that it tries to connect with everyone. Celebrities like Kobe Bryant, Natalie Portman, and Jason Mraz frequently make guest appearances and lend their talents. This makes it fun for anyone to watch!
http://www.youtube.com/watch?v=ZrqF7yD10Bo
Click the link to watch Jason Mraz sing I’m Yours….I mean Outdoors
Getting the media we want is not always a good thing. What is especially potent is brand loyalty. The text book uses the 2008 Marvel Studios film Iron Man as an example.
“the surprising level of success of the first Iron Man…allowed the company to develop lucrative new partnerships and expand old ones for the sequel. Iron Man 2 merchandise included toys such as helmets and action figures, T-shirts, products and tie-ins with Diesel men’s fragrances and Audi cars” (O’Shaughnessy & Stadler)
Once you identify with a form of media it is very easy to get caught up in the brand. If you watched and enjoyed the first Iron Man you are likely to watch its many sequels and buy related products. Much of the current success of Marvel Studios stems from the original Iron Man movie. This success doesn’t just come from geeking out about how cool super powers are (although it is a big part of it), but how we relate to these characters. Strong characters remind us that despite the many problems we face in life we can overcome them and can achieve incredible things.
Fun Fact: Tom Cruise turned down the role of Iron Man so Robert Downey Jr. was cast instead
Sources
Media and Society 5th edition
http://llopez14twc301.wordpress.com/tag/rhetoric/
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