Final Question 2 by kaey somorin

This article talks about how the former president Al gore launched a cable news network, current. The network was established to help young people become citizen journalists. The network was run on the idea of reader moderated news content just like slashdot. This meant that viewers did not only watch the network but also helped in the production. this approach to the network received a lot of disappointment from the public because the original plans to pay large number of idependent filmmakers failed as ameteur producers were being paid for amateur productions. Although the criticism Al- gore stuck to this approach because he believed that this approch would diversify civic culture. the article also talks about BBC (British Brodcasting Network) and how they began digitizing large segments of their network. Cinvergence is one of the main points of this article. “covergence does not depend on any specific delivery mecahnism” (Tropin Pg 279) covergence is being embraced by the media iondustries fro several reasons. covergence based stragies help exploit the advantages of media conglomeration. Convergence also has helped encourage participation and collective intelligence. Convergence of the media industry is pushed by corporations and consumers. Another point made in the article is how people are learning and participating in knowledge cultures which are outside the formal education setting. “The convergence of knowledge culture is due to the demands thats consumers place on media”(Tropin Pg 289). The article is then concluded by talking about how convergence culture is where old and new media collide. convergence culture is described to be the future and consumers will be more powerful within this culture.

Television in its online format differs from cable television. in terms of cost, you pay $60 or more per month, while TV online is the price of a high-speed internet connection. Cable television upgrades may contain considerably undesired programming, while online TV lets for a “pick and opt for” selection. “TV is hardware-driven, upgrades commonly call for installation of upgraded components. Conversely, world-wide-web TV is software-driven so upgrades are much easier to obtain and install, often at no price”.

Online TV has had it’s downsides: a s they “lag” and it is  not a “couch-friendly” medium, but the benfits of convenience and affordability outweigh the downside.

Television in the 60’s allowed families gathered around to watch the news depicting a changing social climate and growing hostility toward an oppressive government. Americans begin to get more news from the television than the newspaper.

In the 80’s televison was focused on more space edge. Televisions became more portable and affordable. imply put, we’re used to it. The 80’s saw little innovation with the television specifically; however, there became a growing number of television accessories like the VCR and home game consoles like Nintendo. Although cable had been around since the 50’s, cable television saw a significant boom during the 80’s.

Social media websites like youtube do help enhance democracy as they allow individuals to post their views online. it is a way in which indviduals express themselves. if you go on youtube you would find millions of video from topic ranging from sex to politics.


Elliot King, Russell Cook, and Mitchell Tropin, “Currents in Communication.” Dubuque, IA 2010. Print


Chapter 9: Article Summary Assignment

By Kaey Somorin

Chapter nine discusses story telling and how it impacts humans in their daily lives. The chapter starts by saying how it is natural for humans to use self talk. We have the need for companionship which is known as intersubjectivity. Even if we don’t have this companionship we would believe that others thought the same way we did. Each mode of connecting or dialogic domain shapes the way humans think.  Before stories were written down people told stories orally and that was how communication got passed down through generations. As each person told the same story more information was added to the story. When writing came along some people believed that part of oral communication was taken away because when you write down a story you lose the tone and the voice. But at the same time elements such as point of view and history were able to be added. Some of these myths that were told back then are still told today. Greek and Roman myths are thought to be “universal and timeless” (King, P.g 232). A journalist Jack Lule believes that the job of a journalist is to maintain certain elements from myths. These elements are the seven main archetypes: the victim, scapegoat, good mother, hero, trickster, other world and flood.

The chapter goes on to talk about journalism and documentaries. Facts do not necessarily add up to the truth. The line between fiction and non-fiction over the years have been blurred. For example, news and documentaries have used made up characters and reenactments to help explain their ideas to their audience.

One constant problem with the mass media and storytelling is the amount of fake stories they receive and broadcast about. Fake storytelling quickly ruins the credibility of mass media. A lot of magazines are just considered gossip magazines now because a lot of what they write about is just speculation.

Humans listen to stories to make sense out of their lives. These stories give meaning to events that occur in our day to day lives. A story is suppose to not only say what is told but why it is being told. All humans want to do is make meaning of their lives and they do this by making meaning out of the stories they hear and the events they are involved in. Since “the media world provides many more stories of greater variety than are available in direct social relations” humans rely the most on it to make meaning (King, P.g 238).

There are four main media types: oral histories, screenwriting genres and transmedia stories. Oral histories are personal stories that are based on someone’s spoken words. The news, documentaries and fiction that is based on fact are all types of oral histories. They are supposed to tell the speaker’s story and don’t require a expert storyteller. Therefore, oral histories are noticeably different from novel writing or screenwriting because they do require a expert storyteller. In screenwriting there is no internal dialogue or thorough descriptions. What is seen is what is told. There are three basic parts to a screen write. In the first act, the exposition, the story is set and the audience meets the protagonist. At the end of the first act there is a point of no return. In the second act, the low moment in the story, the protagonist tries multiple ways to get out of the low point. In the third act the protagonist changes the events that are occurring which leads to the climax. The screen write concludes with the protagonist being changed forever. Genres are story types and help the audience understand the media they are experiencing better. Song, magazine, television shows, and commercials all have genres. Transmedia Stories were created by the idea of The Blair Witch Project. The film directors Daniel Myrick and Eduardo Sanchez created a website that made it seem as though certain events had taken place. Once the audience was sucked into the story they created a movie out of it. Some people don’t like this kind of mass media because films are usually open ended and they feel like they are left with a poor ending. Others, love it because they are able to do some research and see what else there is about the story. The name is fitting for what it is because it transcends multiple media types.

The required reading talks about a film “Birth of a nation” which is a film based on Thomas Dixon’s two racist novels, “The Clansman and The Leopards spot. it also talks about a female black actress Sul Te Wan who plays a role in the movie and later became the “first black woman to be a contract player in the movie industry” (King, Pg 247). The article talks about a novel “Invisible Man” which is based on how black people were invisible in new technologies after the civil war. Birth had profound impact because of Griffith “manipulation of film grammar through editing and montage”(King, Pg 248). The reading talks about lynching and how it was one of the major news reports in America. Birth of a nation is regarded as one of those movies which “presents an emotionally charged historical argument in an aesthetically dynamic package” (King, Pg. 248)

There are various connections between the required reading and the textbook chapter. The first connection is that “The Birth of a Nation” was adapted from two novels: the Clansmen and the Leopards Spot. The chapter talks about screen writing which is focused on adapting books to screen plays which can be seen by a mass media audience. The second connection would be that the movie has a transparent line between fiction and non- fiction. Birth of a Nation is described to be  a “fictional account of reconstruction” (King, Pg. 258) but it is based on real events. Further evidence that proves that birth of nation  be classified as fiction or non- fiction would be that in the book birth of a nation can be described as “our knowledge of years between 1890 and 1920” (King, Pg. 254)

One of my favorite narratives which these concepts could apply to would be “Derailed” This is a movie about a guy who finds himself having an an affair, being blackmailed, and having the police investigate him for murder, all because he missed his usual commuter train one day. The concept which could be applied here would be screen writing. This movie was adapted from a novel by the same name written by James Siegel published in 2003. One narrative which I do not like is “paranormal activity”. This is an American horror film which is based on a young couple being haunted by a super natural presence. The concept that could be related to this would be the transparent line between fiction and non- fiction. This is because the movie is presented to its audience in a way where it seems like it is real footage of supernatural beings.


Elliot King, Russell Cook, and Mitchell Tropin, “Currents in Communication.” Dubuque, IA 2010. Print

Celebrity Archeology: Kim Kardashian

By Kaey Somorin

Kim Kardashian is one of those celebrities that people are constantly wondering why she is even famous. She is now on her seventh season of their family television show Keeping up with the Kardashian’s. This show changed her life around from being a store clerk to being the next big sex icon in Hollywood.  Kim’s tweets vary from insights into her personal life all the way to advertising and endorsing products. On June 27th Kim’s twitter feed was filled with pictures of her sister Khloe Kardashian in celebration of her birthday. In contrast, some of her tweets advertise for big companies such as Apple applications, Coca Cola and Chili’s. Her ability to make it seem like her tweets are all personal is what makes her a marketing genius. For example, on June 24th she tweets about how when she can’t make it to church she goes on a website to watch Pastor Brad’s weekly message. At first glance this seems like it could be her normal Sunday ritual but in actuality she is advertising by putting a link for the website She comes across on twitter as being very down to Earth and that’s why her followers fall for her advertising.

It seems that Kim Kardashian has just as many haters as she does fans. On the website Lobshots there is a blogger who goes by the name of “bp” whose posts constantly shows Kim in a negative light. Some of the titles of these posts are “Breaking: Kim Kardashian Duped America With Publicity Stunt Marriage” and “LobShots is Famous… For Threatening to KILL Kim Kardashian”. One thing is for sure that there is a price for fame. Having so much information about someone in the media is bad because it causes everyone to have an opinion on everything that happens in her life. For example, if she is seen with a certain person rumors are started and opinions are made immediately.

In this case, I think that Kim Kardashian has profited from there being new forms of media. She uses these new forms such as Twitter to reach a broader audience and get more attention. This is why she is so lucrative to big companies because millions of people follow her on Twitter to see what she is up to. Avid followers want to be just like her and therefore will be sucked into every product she endorses on her Twitter page, Facebook page and even her Instagram. With each new media Kim finds a new way to interact with her fans and keep her fame status consistent. The new ICTs impact non-celebrities because it makes us believe that we have to keep up with the latest fashions and trends. In the case of Kim Kardashian her TV show name suggests this: Keeping up with the Kardashian’s, which is nearly impossible for the average Joe. Also the new ICTs make us feel like we have a personal connection to these celebrities. By doing this it encourages us to purchase expensive tickets for concerts and sporting events to see our “friends” in person. New media like twitter urges us to constantly tweet to these celebrities for the chance that they either retweet us or maybe even follow us back. As new ICTs are formed celebrities become more important in our lives.

Midterm: Question C

Kaey Somorin

CM 203-01

Professor Lillie

June 25, 2012

                                          Question C: Medium Theory

“Media Theory” by Joshua Meyrowitz explains how communication has evolved from traditional oral societies, to modern print societies, to an electronic global culture. The first media era was traditional oral societies which were able to function due to an interplay of hearing, seeing, smelling, tasting and touching (the five senses). In an oral society individuality in expressions, ideas or arguments is limited because of the difficulty in memorizing & transmitting them to a large number of people. Oral society communications required physical presence. This physical presence was advantageous because it lead to close ties between individuals who lived around each other but this also meant that communication cannot take place unless the individuals were both physically present. In oral societies there were very few differences in social status and in perspective because people could only rely on spoken word. This means that individuals in oral societies were generally of equal status. In oral societies the preservation of ideas were dependent upon living memory.

The second media era was modern print societies. This society allowed for more introspection, which is the examination or observation of one’s own mental and emotional processes, and for more individualistic expressions. Printing in this era was advantageous as it allowed ideas which couldn’t be committed to the living memory to be expressed and shared. This lead to the creation of larger political, spiritual, and intellectual units. Printing divided individuals into separate communication systems. The poor and illiterate depended on oral communication whereas the rich and middle class relied on written communication. Social statuses are formed in modern print societies because reading and writing require practice and not everyone in society would have equal access to such resources.

The third media era, that is now occurring is the electronic global culture. In this media era simultaneous action, perception, and reaction allows sharing of experience. Meyrowitz differentiates between print and electronic media: print media emphasize ideas while electronic media emphasize feelings. In the electronic global culture communities are based on shared experiences. The advantage of communication in the global culture is that the information which is shared can transcend time and space because unlike in oral societies electronic media doesn’t require physical presence. Social statuses form within communities because “people of the same status generally have access to the same or similar situations and information” (Trophin, 66). Meyrowitz further explains how social roles can be described in terms of an informative-network-sensitive triad of social roles.  These social roles are broken up into three categories: group identity, socialization, and hierarchy. Group identity entails “roles of affiliation”. It depends upon shared information among group members that is inaccessible to outsiders. Socialization can be described to “roles of transition”. It depends on staggered access to the information of the new role. Hierarchy describes roles of authority, rests upon non-reciprocal access to information.

Social roles have changed with the rise of digital media. There have been various terms which have been used to describe this generation of youth who grew up immersed in digital media including “Net-generation,” the “millennium genera- tion,” and “digital natives. According to the “Mobile Life Youth Report” 78 percent of 11-17 year-olds say that having a mobile phone gives them a better social life, because they can more easily maintain contact with their friends. More widely, 70 percent say their mobile phone has made their life better” (The Mobile Life Youth Report,16). These statistics can be related to the socialization component of the role triad as teens view that without mobiles they cannot socialize with others. In the same report they also found that 26 percent of 11-17 year-olds, compared with 11 percent of their parents, would “feel unwanted if a whole day went by when my mobile phone did not ring”. This same statistic rises to 42 percent in 15-17 year old girls. This means that mobile phone have become a medium which teens use in socializing. According to the “Youth and Internet Culture Report” the most frequent youth use of the internet remains for social purposes, as 93 percent send and receive emails, 68 percent send and receive instant messages, and 55 percent have a profile in a social networking site. This also can be related to the social aspect of the role triad.


“The Mobile Life Youth Report 2006.” N.p., n.d. Web.

“Approaches for Studying Media Influence”, Culture, media and identity. Dr. Joyce Nip. 12 March 2009

Midterm: Question A

Kaey Somorin

CM 203-01

Professor Lillie

June 25, 2012

                                       Question A: The Next Room

“The Next Room” by Mitchell Stephens discusses the impact that television has had since its introduction into our lives. He suggests that moving images are gaining responsibility for more of our communication. He talks about the growing popularity of images and how they have affected home designs and children facilities. He proposes that there has been no technology or medium like the television in reference to how fast it penetrated our  homes. He compares the television to the telephone which is another common household item: “It took seventy years before half of all American homes had a telephone; it tool only eight years, after the arrival of commercial television in 1947, before half of those homes had a black and white television set” (Rise of the Image, Pg 1). He then argues using various statistics that we are addicted to television, as a society, more than we have been to any other invention, communication medium, art form or drug. He also states that the reason the television is so popular is because of how easily accessible it is and the diversion it creates. The television dwarfs any other form of communication.

The article then goes on to talk about the impact television has had on books and magazines. Since the introduction of television there has been a decline in both industry’s. However, the newspaper industry has suffered the greatest impact. “The numbers on per capita newspaper circulation and percentage of American homes that receive daily newspaper form similar graphs- graphs you could ski down”(Rise of the Image, Pg 2). He also discusses the power of printed word to transport and how nowadays that journey can be undertaken by a different route. He suggests that “image is replacing the word as the predominant means of mental transport” (Rise of the Image, Pg 1).

Nowadays young Americans have a daily media diet that includes television and the use of electronic media such as cell phones, video games, instant messaging, web social networks, and e-mail. However according to a study done by the Kaiser Family Foundation they found that despite the recent development in new media technologies over the past ten years, television is still the dominant form of media used by young Americans.

They reported that over the past five years, the amount of time spent watching “live” TV has decreased by 25 minutes a day, going from 3:04 in 2004 to 2:39 in 2009. Time spent watching programming recorded by the viewer and watched at a later date also dropped, from fourteen down to nine minutes, but On Demand TV now accounts for 12 minutes a day. But the biggest difference in TV viewing is that today 8-18 year-olds watch an average of almost an hours worth (:56) of TV and movie content per day on other platforms, including the Internet (:24), cell phones (:15) and iPods (:16). Young Americans continue to spend more time consuming TV content than engaged in any other media activity and when all the other ways of viewing television are added into the mix, it seems clear that one of the main roles “new” communication technologies play is to bring more “old” media content into young people’s lives. Being able to access TV online and on mobile platforms has led to a substantial increase in the amount of time young people spend watching television. In this same study done by the Kaiser Family Foundation, the amount of media young people consume varies substantially by age, with those in the 11-14 year-old and 15-18-year-old age groups exposed to the most media: up to nearly 12 hours in a typical day, four hours more than 8-10 year-olds. The other very large demographic difference in media exposure is between White youth and Black or Hispanic youth. The latter two groups consume nearly 5 hours more media a day for Hispanics and 12:59 for Blacks, compared to 8:36 for Whites. Boys are exposed to almost an hour more of media each day than girls , with most of the difference coming from console video games.

There are various benefits and dangers of daily media use. Some benefits of daily media use are that it helps train us to be a pro-active, self-sufficient, creative and productive young adults. Media such as the internet allows for a level of independence and self-management. A danger of daily media use is how it affects teens at school. According to the Kaiser Family foundation Study, children who are heavy media users are more likely to report getting fair or poor grades (mostly C’s or lower) than other children. Indeed, nearly half (47%) of all heavy media users say they usually get fair or poor grades, compared to 23% of light media users.


“Generation M: Media in the Lives of 8-18 Year-olds – Kaiser Family Foundation.” Generation M: Media in the Lives of 8-18 Year-olds – Kaiser Family Foundation. N.p., n.d. Web. 25 June 2012. <;.

“The Rise of the Image, the Fall of the Word [Hardcover].” Mitchell Stephens, n.d. Web. 25 June 2012. <;.

Heineken Walk In Fridge: Ad Analysis

By Kaey

Beer has existed  for over 6000 years and it is a  part of various cultures worldwide. it has been part of the American culture since before the declaration of independence. According to the Brewer’s Handbook, 80% of the beer drinkers are men. As a major player in the beer-producing market, Heineken launches this short 30 sec ad  which plays cleverly and effectively on the popularity of beer advertisements, draws on the audiences’ pre-existing stereotypes and humor to engage viewers whilst conveying the brand’s premium nature and desirability.

The video starts with a house-warming party with most characters in their early 30s. Everyone is well dressed and the event takes place at a luxurious apartment. The hostess was showing some of her friends her new apartment. The next scene shows the hostess surprises her friends with the walk-in closet filled with clothes and shoes and immediately the friends shrieked in exhilaration. At this point, most viewers would have assumed that it was a fashion ad with female characters overacting in sight of vogue products. What ensues in the video is the noise of men screaming and cheering, which interrupts the women’s celebration and puts it to a halt, as they look bewildered and startled. The next scene introduces new group of characters, male this time, screaming and cheering in similar fashion as the women in the previous scene. Except this time, they are in a walk-in fridge filled with Heineken beers, neatly organized and displayed as one would with clothes. The scene ends with the women checking out the commotion, looking just as perplexed as they were before. The company’s logo: “Heineken, give yourself a good name” is shown at the end of the commercial.

The success of this advertisement lies on the audiences’ preexisting stereotypes on masculinity versus femininity. The female characters in the commercial are shown to express their exhilaration in sight of a closet filled with clothes and fashion products. This is suggesting to the audience that fashion and beauty products represent objects of femininity. On the other hand, the men in the video demonstrate an equal measure of excitement when coming across a walk-in fridge loaded with Heineken beer. We can easily deduce from the video that Heineken is trying to portray beer as the symbol of masculinity. Heineken does an excellent job exploiting the two most commonly accepted stereotypes and use one (women and beauty) to enforce its message on the other (men and beer) through parallel comparison. Heineken is delivering its message very clearly: “Beer makes men as happy as women do when comes to clothes and fashion”.

This commercial is a great example of how companies advertise their products using pathos and logos. The use logos can be identified in Heineken’s use of stereotypes . The much-generalized stereotypes on women’s love for material possessions and men’s desire to beer serve as the main logos of the commercial. The use of pathos in the commercial is effective as this is what captures the audience’s attention. The emotions of male actors in the commercial, by having them squeal like their female counterparts, seem to imply that it is abnormal for men to express their emotion in such a manner. As this is generally considered by the society to be more of a feminine behavior, it creates a humorous and amusing effect.

The targeted audience in this commercial is wealthy young men in their 30s who can afford Heineken. The entire video takes place in a posh condo, and it is not just any regular condo, as the place contains a walk-in closet and a walk-in fridge. The idea of filling up the walk in fridge with Heineken is meant to convey the brand’s premium nature and send a strong message that it is a beer for the rich. As beer is a controlled depressant drug, and that many countries have a drinking age limit for it, Heineken has all of the ad’s characters in their early 30s .This is meant to target all consumer markets and be legally, and morally, acceptable for television showing in most countries, especially the United States. In some Asian countries in the past, Heineken has actually shown commercials with its beers hanging on Christmas trees during the festive season, and that is not a problem due to the lower drinking demographics in those regions.

In Conclusion the “Heineken Walk in Fridge” advertisement aims to appeal to male customers by building strong pathos through the use of humor. Its application of logos also reinforces existing stereotypes of men and women. Heineken’s use of the party atmosphere in its commercial allows it increase the range of target audiences. This is because there are a bunch of specific targets groups, who are included in the party section such as football supporters, travelers and tourists, students, restaurant and bar staff, and musicians. Heineken is a global company and the target group is colossal, as it includes all kinds of people.

Heineken Walk In Fridge Research

A few months earlier, the Heineken Company decided to launch a new marketing campaign, more specifically an online campaign based on the concept of viral marketing. They decided to put several advertisements online which promote Heineken beer in a funny way, so that people could share the promotional movies on social media, or talk about it with friends. This Heineken commercial only aired in countries with low power distance index and an extremely high rate of individualism. e.g United Kingdom, United States.

This successful ad campaign was directed by Bart Timmer and produced by TBWA/ NEBOKO

Click this to watch the commercial