Will newspapers die?

Saved by the Ad

2011-05-05T09:32:00.000-07:00

The phrase, “Desperate times call for desperate measures,” couldn’t be more fitting. Schools need funding. Particularly, when it comes to F.C.C, or Fresno City College. Many disgruntled students, unhappy teachers, and dwindling staff are now beginning to voice their complaints about the frequent budget cuts administered by the city and state. There is hope however. Thriving through their advertisements, these vast global conglomerates, nationwide corporations, and other businesses both large and small want to advertise their products, they have serious money, and conveniently, they find the student demographic appealing. To clarify, willing local schools should seek sponsorship and accrue dividends through advertising, which would dramatically help us out: for one, it would benefit Fresno’s local schools in areas otherwise amputated from funding such as classes, jobs, and pay; second, advertisers that are willing should be appropriately taken advantage of; finally, education, faculty members, and school equipment are important to maintain in health from a financial standpoint anyways.

First of all, I pay enough taxes. Too much to be denied classes from all the hacks in the district’s plummeting budget. Plus being a Fresno City College, or F.C.C., student, I take pleasure in distinguishing myself through the very classes that I pick. Late March, when I enrolled this year for upcoming August for example, I noticed that most classes were full and surprisingly, many were missing altogether. Unfortunately, this had me waitlisted for two classes out of my four. Going through the same situation as I have only to find it completely unacceptable, many students feel that the issue should be handled as soon as possible and if commercialization offers relief, then that’s the direction that they are willing to take. Melissa Infusino, the partnerships director for a southern California district, was noted by Jennifer Medina in an article from the New York Times, stating, “this is really our way to be responsive to that reality; we need to look for other sources of revenue. As uncomfortable as it may be for folks, it's less comfortable to get rid of programs or go through more layoffs” (Medina 22). She agrees with the hot plan to seek sponsorship.

However, taking a much different approach on the whole subject, in the article called “Public school kids now a captive advertising audience?” that was written by Posnick, a member of the California Teachers Association, claims that educational institutions focusing on corporations for “financial” refuge waste their time because the payout is minimal and that it only degenerates scholar’s in the end if “schools” encourage advertiser’s income. Educational facilities are supposed to be absent from advertisement assailments (Posnick 34). While the fact that many marketing activities produce nominal payout however, it’s the ones that do offer a worthwhile agreement that we would consider. For example, Los Angeles school district’s plan for offering naming rights to their stadium could add as much as $18 million for its respective community’s educational coffer (Medina 22). Also, I understand the concern for a business’ intrusion that directly impacts the students’ healthiness. However, Medina appeases the issue “While the district will soon begin enthusiastically pitching the sponsorships to local businesses and major corporations, they are making it clear that they have their limits. No alcohol, tobacco or firearms can be promoted. No companies that promote high-calorie or high-fat foods will get play, either (22). Thanks to this regulation, most people shouldn’t mind dealing with advertisements around the campus especially if it meant bringing back what the lack of money has openly taken away (Posnick 34).

The massive companies willing to sponsor local public schools, is the next thing to consider. Wal-Mart, McDonald’s, and Time Warner, now sit in perfect position financially to help out schools willing to participate through sponsorship; these companies act as a school’s financial backer. Schools may place advertisements on everything from lunch tray liners to floor mats to educational materials to assembly programs, as well as banners in hallways (Goodwin 34).

However, many people avoid and frowningly despise these companies, especially the bigger they get. This is no real wonder, because oligopolies are far too close to monopolies in which proves to be a rational concern. After all, why should we feel the need to do anything to help out greedy corporations with mercenary intent? They are going to make money regardless, is my response to that, and they are going to make it whether we want them to or not. An amazing illustration of this can be found in a higher education book called Introduction To Mass Communication: Media Literacy and Culture; Global advertising spending for a renowned company called Procter & Gamble reached $8.5 billion in 2007 (Baran 349). Keeping in mind that this was four years ago, imagine what money they are tossing around now. Like the old ad by Milton Bradley from the late 1800’s suggests “He cut off his nose to spite his face” (Baran 327). This could happen to us if we’re not too careful. In short, we can accept the help, or we can stubbornly refuse it. Refusing it though, might only hurt us in the end.

Finally, we can’t forget about F.C.C., and its outcry for greener pastures. The way the plan will work is all too easy. Normally, the city and state exclusively generate the funds for local schools around most districts. “All money generated through the sponsorships will go to the district's general fund, although they will be earmarked to finance athletic, arts or academic programs at the donor's request” (Medina). This won’t relieve responsibility, however, it will give the city and state a new set of options for where the accrued money could best benefit. Ms. Infusino recognizes that this won’t be an ultimate cure, nor will it eliminate this budget crisis, but it will definitely cushion this drop in dollars (Medina 22).

In other light, some people disagree with whole spiel. They feel this is amoral, because it breaches the sanctity of the schools, because they feel that ads should not be allowed to impose on naïve minds, and because they have the protection of all students predominately in mind mainly when dealing with elementary school children. However, consider that the instant students leave campus grounds they are bombarded by ads. Also consider that once home and when watching TV or tinkering on the Internet, they are swarmed by ads yet again. Going through an entire day without seeing advertisements can be near implausible, because they are ubiquitous within our society, culture, and economics. Some people think they are driving a car but really though, they are driving an advertisement. Sandi Pope, president of the Las Virgenes Educators Association couldn’t have made it more clear:

It’s sad to see commercialization of our schools, but if the state can’t fund schools, districts are forced to find their own funding sources. As long as it doesn’t interfere with instruction, … I’d rather see this happen than hear more talk about increasing class sizes, cutting jobs and cutting salaries (Posnick 34).

The plan is natural. Ever since the industrial age, when products first began production on a massive scale in so creating what we now acceptingly call brand names, advertisements have been omnipresent. Taking a logical step to exploit a company’s obvious nature and behavior when it comes to their need to advertise, will save many classes, save several school benefits and services, save teacher’s jobs, and even save city and state all the headaches from this arduous budget crisis. So let’s galvanize an available money stream that many are beginning to catch on to (Medina 22). It’s an option worth investigating and can maybe benefiting local public schools in the end, this is definitely an option worthy of further investigation and consideration for instigation; – maybe then we could be saved by the ad. –

Works Cited

Baran, Stanley J. Introduction To Mass Communication: Media Literacy and Culture. 6th ed. New York: Mortimer, (2010). Print.

Medina, Jennifer. "Los Angeles Schools, Facing Budget Cuts, Decide to Seek Corporate Sponsors." New York Times 16 Dec. 2010: 22. Academic Search Premier. EBSCO. Web. 4 May 2011.

Posnick, Sherry-Goodwin. “Public school kids now a captive advertising audience?” California Teachers Association. CTA. Mar. 2010. Web. Apr. 2011.

I Am Number 4

2011-03-15T18:07:00.000-07:00

Darryl Owens

March 8^th, 2011

It’s up to one man to keep a once prosperous and knowledgeable race from almost certain extinction inside this intense blockbuster film, in which nonstop action, romance, comedy and drama make you squirm all over the seat along with the constant fluctuation of your emotions. Clever plot, creative dialogue, and brand new cast became quickly loveable, are discovered when enjoying I am Number 4. Action, comedy, and fantastic, futuristic concepts make this 2011 spring flick a great choice to go see. That’s if you enjoy a film that closely resembles Twilight, replacing werewolves and vampires with an alien covenant to keep their kind alive.

The Magadorians, because of the destructive race that they are, commence their violent conquest to decimate total worlds; with the uncanny ability to track one’s scent similar to that of a dog, consequently they relentlessly pursuit the natives previously forced to flee from their pillaged planet of Lorien unto complete extinction. They are hunting them in numeric order starting with number one out of nine, successfully dispatching the first three. As a result John Smith (Alex Pettyfer) happens to be number four, hence the “creative movie title”.

Directed by D.J. Caruso, the man responsible for 2007’s amazing film Disturbia, snuck in as Dreamworks final pick for the filming of the debut. Also appearing in I Am Number 4 was Timothy Olyphant acting as Henri, who displayed an excellent performance as John Smith’s protector who has no powers, but the film neglected to explain why. Then there was the unforgettable, petite thespian Dianna Agron who played the cute, little schoolgirl named Sarah that John ends up falling in love with. Apparently his race can only love one person, so it must really suck if she died. Following the rest of the cast was Teresa Palmer and her exploding performance as number six. Coincidence or not, I believe it’s irony that Teresa Palmer’s last name bears, because that’s just how aliens from Lorien utilize their powers; they emit blinding rays of light through their palms.

John Smith, who was a native alien from another planet, is now living, hiding amongst humans and has sought refuge on Earth. Now, it is ultimately up to a handful of his kind, including him, in order to defend their existence. He could only successfully preserve his kind by understanding the racial powers that have remained oblivious to him in his adolescence.

“I play a lot of X-box.”

Just one of the clever lines that was mentioned right after Sam (Callan McAuliffe) picked up a weird looking weapon, dropped from one of the Magadorians, and fired it with amazing accuracy. Sam was, in my opinion, the best supporting actor in the entire flick. He was the unlucky one targeted for high school bullying, and had a deadbeat stepfather whom obviously didn’t give a rat’s behind about life in general, other than the use of vulgar language and disrespect to is stepson. In addition, Sam overcame many sad memories of his real father, along with carrying on the family burden of unfinished quests. On the contrary, Sam becomes quickly lovable through all the trials and tribulations that this boy must endure. With that in mind, the movie wouldn’t have survived as well as it had if Sam’s character weren’t in the film. Had it not been for his stunning performance, which centered on key points of drama, comedy, as well as storyline, the movie just wouldn’t quite make sense.

I personally enjoyed the movie, however it doesn’t mean that I would recommend it. Like I stated previously, if you’re into Twilight it’s the perfect film for you to go see. I have a taste in movies that differ from the norm and to top it off, I give poor movies an artificial handicap. Never the less, I must be brutally honest; the movie was unoriginal as it went through a difficult time cramming it all onto one film roll. There was an in-depth love story lingering beyond the mask of the whole “aliens from another planet” story. Also, even more disappointing, was the incomprehensive explanation for the ungodly amount of power that the aliens essentially wielded. For Pete’s sake, he started the engine to a 70’s model truck with light from his hands, yet no explanation as to why or how. Anyhow, to sum it up in layman’s terms, you can’t take the whole Starwars saga, melt it together in one two and a half hour film and expect your audience to know what your talking about.

Advertisement Opportunities & Concentration of Mass Viewers

2011-02-12T23:02:00.000-08:00

On February sixth, two thousand and eleven, a massive collection of football fan’s eyes gathered around their TV sets in suspense. Advertisers predicted this and had commercials pending in queue, despite the ridiculous prices for airtime, because of this rare annual event is shared with so many people. Due to appointment on demand, I was only able to view the second half of the game. In my critical analysis, of the commercials that I was able to see, I noticed several clever advertisements that tie right into the tactics companies currently use, through media, to persuade and support their products.

Bud Light’s product placement commercial, using, addressing, as well as making fun of product placement in general, was a favorite hit, making the audience and I laugh. In this commercial, a member of the production studio asked what a certain product was doing on the set, and the feedback explained to the audience the truth about product placement as well as the way it produced money every time they used the product in the content. However, they dramatically exaggerated this strategy by having a swordsman jump through a water-paint Bud Light window to duel amidst several more Bud Light advertisements placed all over the set. He ends up saving the damsel in distress by hurling a Bud Light bottle at his foe. I found this, addressing the use of product placement and providing the audience with this knowledge, to be extremely witty, as it only ends in laughter and acceptance. Additionally, it provides a purpose for their excessive display of product in a subtle, yet obvious way.

My second favorite commercial over the renown-sporting event, the Best Buy advertisement on their future smart phone replacement policy given your purchase of a previous model, was absolutely brilliant. They used Ozzy Osbourne to promote the four G network and quickly replaced it with a five G. Ozzy, having trouble sticking to the script from the confusion gets reprimanded, and retires to the background bewildered, just as the six G comes out not a second later. This was effective advertising on Best Buy’s part by giving a very persuasive opportunity to keep your technology up to date while displaying how fast paced technology really is, making this offer economically beneficial.

The two-minute long commercial that hit me with great impact, was Chrysler’s. It began by asking the audience what a city that has been through tough times really knows about the finer things in life and claims that city, in actuality, knows more than most. Then Eminem, driving, promoting the clean, new Chrysler 200, looks at the screen after getting out to walk onto a stage, says, “This is motor city.” This advertisement connects with me, as I’m sure it did with many other American viewers, because it gave emphasis to the origin from which the product was and is going to be imported. I personally lean towards any products made in America simply because they’re exactly that, made in America. So essentially, this advertisement sold me at the mere mention of Detroit. It may be arbitrary but couldn’t it be the 5 million dollar’s used to put it on the air is what influenced me?

The bottom line is that if you’re an advertiser, you know money talks. The obvious benefits from spending tons of cash on small amounts of airtime, however, weren’t so obvious to me before I did a little research. Now I know one reason why the advertising on the Superbowl is so expensive and it’s because mass media sources that attract mass audience are becoming increasingly scarce, thanks to audience fragmentation. Putting your product in a medium that attracts mass viewers is an intelligent and necessary move, if you expect to improve sales. The fact that advertisers actually paid the fee for these commercials, at a mind-numbing rate might I add, is a selling technique in itself and even if we were sold or not, someone in the audience was.

Reply to La'dawn Fleming's review: Newspapers

2011-01-31T00:24:00.000-08:00

Did you mean defiantly or did you mean definitely? Regardless, you are correct in the fact that it takes a lot of effort to decipher true statements. Even more so determining if the story or report itself is over-embellished, biased and/or exaggerated. Due to several press industries shutting down and the increase in conglomerate corporations that are controlling some of the major press industries left, rises a big concern. (E.g. News Corp., with a revenue of $28.65 billion in 2007, contains "New York Post" "Wall Street Journal" "Ottaway Newspapers"{containing 27 local newspapers}etc.) A dramatic increase of cities containing only one press source creates a lack of competition between individual stories and double coverage of the same stories with opposing reports in different perspectives. It is this competition that promoted and incoherently enforced this image of credibility in the first place. The bottom line is this. It is your responsibility as a literate media consumer to interpret, understand, and question all alleged articles you analyze. On the other hand, as for Internet newsgroups, save the traditional press industries extending their service online in order to attract and keep their readers, their credibility should indeed be severely challenged and investigated.

Can't wait untill the Super Bowl

2011-01-30T06:19:00.000-08:00

Okay, I'll be honest... I'm not too interested in watching the Bowl February 6th, save the beer and food. However, commercials are the true reason I'm going to be tuned in on the channel. Sometime after the 6th I'll have my review posted here about the process and effects of the massive advertising campaigns sponsoring this anticipated event. But on a real note.... if the game goes into overtime, "Papa John's Pizza" claims they will supply everyone who comes into the restaurant with there very own pizza. For their sake lets hope it doesn't but on the other hand I wouldn't mind some pizza. Plus, free pizza always tastes way better, doesn't it though? Don't be shy. Interact with my page, post a blog or take a survey. Your time and involvement would be most appreciated.
Thank you and I anticipate your responses.

Various media and their techniques

2011-01-28T22:06:00.000-08:00

          The media is like popcorn and we eat it up. According to my recent personal consumption log, I don't just eat it, I devour it. Unlike popcorn though, the media communicates through renowned mediums which include radio, television, books, etc. These mediums, also known as sources, are discovered byproducts of constructed paths through which the media can funnel messages. This can be better defined as mass communication, the process of creating shared media. My mass media consumption log gave me the opportunity to analyze each medium and devise a summary of their techniques and abilities to communicate. I took the top three preferred mediums of my two day log, critically examined them and determined their individual characteristics. In spite of the fact that they end in the same result, attracting mass consumer attention, each mediums specific method used in order to achieve said result is inherently unique.
            Although not documented in my log, a huge portion of my life has been religiously consumed by video game media. They keep us highly entertained. One of the clever things about video games is the way they hold your attention. Really, they do it by giving you the power, letting you hold the controller. Yet another impressive tactic is their ability to keep that same attention for longer periods of time. Maybe this is why the average American video gamer is 34 years old. This smart and tangible method of media provides direct exposure and reaches out to the masses. This is achieved through many formats but mainly appeals to our inner child/ superhero complex/ primitive ‘survival of the fittest’ attitudes and allows us to free our imaginations in various fantasy lands.
Radio was one of the most prevalent forms of media. Is that really any surprise though? Music is what wakes me up every morning, what I sing along to in the shower, and what keeps me company during the ride to school. It plays an essential role in our everyday lives as a powerful commodity through which mass communication is effectively distributed. This, along with TV, books, magazines, and other various industries, has long been embraced as an integral part of our civilized culture. It has continued to grow in both content and areas reached, in proportion to society’s growth and expectations. Even knowing this, it wasn’t until this recent personal study that my eyes were opened to just how substantial is the amount of media I’m actually exposed to. If asked before, I’d have guessed I listened to about as much radio as the average American, 3 hours a day. In actuality, I listen to the radio an average of 4 ½ hours a day. In logging, I showed that in one day I spent almost 9 hours total listening to this medium. How was that possible? One of the perks of radio as mass communication is that it is heard instead of watched. This allows it to become a “normal” part of the background noise while we are busy with other activities. We don’t even notice it anymore, which opens the door for a steady stream of indirect, sometimes even subliminal, media exposure. In the U.S., even if you’re not looking for something to buy, you’re still likely to be exposed to 3500 advertising messages a day. That’s a powerful media tool.
                   What really threw me back in my chair though was the ever growing magnet, charting a whopping 5 hours per day in my log, (8 hours per day if you compounded me listening to the radio through it as well) otherwise known as the internet. With its limitless ability to evolve, enhance, as well as enrich itself, it also quite literally liberates the consumer to pick, choose, and tailor their personal media intake all the way down to the home page. This ridiculously advanced medium, already implemented into cell phones and portable devices, is obviously an unstoppable revolution. We should be extra careful not to be oblivious to creating things that are out of our own control.
                With so many methods utilized in media distribution, you are almost constantly being bombarded with information, whether directly or indirectly, with or without your knowledge. When you vaguely hear a catchy song emitting from the Starbucks patio speakers, beat Campaign mode just to brag to your friends that it was easy, chat away on Facebook for hours on end, or a myriad of other multimedia activities, the result is the same; you have successfully been immersed in the ever-expanding world of mass communication.
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Will newspapers die?

2011-01-28T18:57:00.000-08:00

Even though investments have increased from 24% to at least 30% over the years, I keep hearing that newspapers are going to fail. Yes, it seems apparent due to the effects of Internet and its plethora of knowledge. My question to you is this. Are the sources you go to credible? This is just something for you to think about. Credibility is the reason newspapers have ceased to fail. The fact is newspapers are as healthy as ever. They didn't disappear when radio (1920's) and TV (1950's) threatened their existence. Huge conglomerates now own several newspaper industries. Shouldn't this only secure newspapers as a powerful and convenient medium source, providing a financial backbone preventing bankruptcy if it happened to occur? The problem about conglomerates, some say, is their influence on newspaper content. Newspapers are the most credible form of media but what happens if this is changed? Ads on the front page suggesting to eat at a particular restaurant as well as the rise of soft news and irrelevant articles, in my opinion, is what will eventually destroy credibility, thus killing off the newspaper. People need the newspaper to inform the public about real and imperative issues. Not about the latest pop-star on the rise. The last thing we really need is the Hollywoodisation" of newspapers. This will only taint the newspaper's reputation. We need to protect our traditional medium even if we don't read it ourselves. Let me know your opinions on this. I would be happy to discuss it with you.