16 views

The best breakthroughs of 2018 thus far

spe27 - October 22, 2018
Johnny English Fails to Strike Again
Arts
30 views
30 views

Johnny English Fails to Strike Again

Alice Gledhill - October 18, 2018
Sexual assault in the US government
Comment
6 views
6 views

Sexual assault in the US government

Tess Michaels - October 17, 2018
What’s ACCA-ning?
Arts
66 views
66 views

What’s ACCA-ning?

Emma Nay - October 16, 2018
Review: Journeying with Grace Nichols
Arts
104 views
104 views

Review: Journeying with Grace Nichols

Kate Dennett - October 12, 2018
University of Sussex Joins Libraries Week
Arts
138 views
138 views

University of Sussex Joins Libraries Week

Kate Dennett - October 6, 2018
Oscar Jerome at The Hope and Ruin
Interview
121 views
121 views

Oscar Jerome at The Hope and Ruin

Alex Leissle - October 4, 2018
Why we should all embrace drag
Lifestyle
146 views
146 views

Why we should all embrace drag

Chris Ahjem - October 3, 2018
In Conversation with Alannah Myles
Arts
224 views
224 views

In Conversation with Alannah Myles

Anastasia Konstantinidou - October 3, 2018
Brighton Needs You!
News
147 views
147 views

Brighton Needs You!

Anonymous - September 28, 2018
Books Every Fresher Should Read
Arts
298 views
298 views

Books Every Fresher Should Read

Anonymous - September 19, 2018
France in Fine Fettle
Sports
243 views
243 views

France in Fine Fettle

Anonymous - September 17, 2018
Dive into Brightonian Culture
Arts
237 views
237 views

Dive into Brightonian Culture

Anonymous - September 17, 2018
Oh, baby, baby, did you see Britney at Pride?
Arts
267 views
267 views

Oh, baby, baby, did you see Britney at Pride?

Anastasia Konstantinidou - September 15, 2018
Keeping Warm Out in the Cold this Winter
News
6 views
6 views

Keeping Warm Out in the Cold this Winter

Jessica Hubbard - October 22, 2018
181 Views

Media’s democratisation by new means: the death of advertising?

As an apparent democratisation of media is unfolding, the concept of the audience as a passive observer itself is being deconstructed. This can be observed in the recent marriage of Prince William and Kate Middleton which, unlike previous celebrations of an ancient state ritual, was followed interactively by over two billion people across social networking sites such as Twitter, Facebook, Google and YouTube. Viewers’ comments, shared ideas and thoughts were transmitted instantaneously across the globe.

These remarks were pertinent because they helped set the agenda of mainstream news outlets. This is evident in how the hitherto unknown sister of the bride, Pippa Middleton, became an immediate focal point of the event’s coverage as a result of her name becoming a trending topic on Twitter.

New media is arguably diffusing the power of information. New web-based platforms are not only increasing access to information, but actually enabling users to increasingly set the agenda of information. Websites such as YouTube and Facebook, which embody the key features of new media by enhancing the potential for interactivity and speeding up communication, empower virtual communities to prioritise content ranging from news items to entertainment videos.

The implication is that user generated music tracks and articles from established news sources share an equal potential of becoming publicised, therefore shifting the power from a relatively small group of people to a relatively large one. This would indeed pose a problem to advertisers, as branded content has to compete for attention in the same patchwork of information as editorial and user-generated material. Moreover, online communities that transcend nations seemingly blur markets for a traditionally country-specific industry.

Yet, underneath this problematic veneer, it remains questionable as to whether advertising is undergoing a fundamental shift. Google, for example, has monopolistic tendencies at odds with this democratised new media paradigm. As noted by John Harris from The Guardian newspaper: “In Europe, it controls around 90% of the online search market … [and] … In 2007 Google purchased DoubleClick, specialists in the technology whereby people’s web habits are tracked, and ads are targeted accordingly.” The sheer volume of its internet traffic means that it can differentiate its access accordingly, and through data processing its ability to hinder or prevent access to some sites whilst facilitating communication of others.

Google is, after all, a commercial enterprise. As Stanley Deetz, Professor of Communication at the University of Colorado, observes: “commercial organisations make decisions for the public, but rarely are these decision grounded in democratic processes”. In this light, its status as an information broker could potentially conflict with its own mission statement to “organi[s]e the world‘s information and make it universally accessible and useful”.

In an article entitled ‘The Death of Advertising’ (1994), the two scholars Roland Rust and Richard Oliver predicted an end to mass media as we know it today. This is because advertisers have historically acted as top-down communicators in control of information and communication channels, catering for a mass society, through forms of mass production and mass consumption, and facilitated by the constrictive nature of traditional media platforms such as print media, the television and the radio.

The primary function of traditional advertising in its co-involvement with mass media is to mobilise public support for the special interests of corporations. In doing so, the content of media can be manipulated by businesses. As advertisers want to maximise their yields, they become prone to backing only the most successful type of show, and therefore media outlets set out their agendas accordingly, often at the expense of original material.

Early adverts were characterised by the limited one-way communication enabled by the media platforms on which they were displayed. This is a crucial component of traditional advertising. Advertising continued to expand in a non-reciprocal relationship with its consumer throughout the twentieth century as posters, newspapers, the radio and television all negated the ability of consumers to interact fully.

For instance, the interface of a newspaper constrains the consumer purely to read the advert without a response to that medium (or at most writing a letter to the editor). Similarly, the television reinforced audience passivity through its pervasive approach of interrupting a broadcast.

With the innovations of the web, the old paradigm ascribed to traditional advertising has conceivably been rescinded. Through Web 2.0, consumers are now able to engage more actively in not only the consumption, but also the management of media culture, via new media channels and social networking sites: something not facilitated to the same extent by older media forms such as the newspaper and television.

Audiences have become what market researcher Thorsten Hennig-Thurau coins “writers of Wikipedia, directors on Youtube, retailers on eBay and reviewers on Amazon”. Even in developing countries, where the internet is not as well penetrated as in industrialised states, social media has had profound implications on society, as highlighted by the recent organisation of anti-regime demonstrations across the Arab world. Sites such as YouTube and Facebook exhibit a drive for consumer control that cuts right to the heart of the landscape that new digital media presents for advertising. Consumers are now actively involved in a co-operative ‘multilogue’, which seemingly sets a democratic agenda to media and social communication. As well as promoting the consumer’s autonomy, advertisers have to deal with a far more fragmented market space.

The fragmentation of audiences and empowerment of the consumers that is associated with new social media, as Christina Spurgeon (expert in media and communication) observes: “is not a threat to financing production of the global media and entertainment industries; rather, it is complementary”. As well as providing users with control over vast caches of information, the Internet is also an insatiable data-gatherer, and this can be used to the advantage of advertisers. Indeed, the recent move that Google made to build profiles of its Gmail users for advertisers is exemplary of this.

The new system developed, which scans emails to understand what users’ interests are through ‘signals’ of what content is most read and replied to, is handed over for advertisers to use.

This behavioural targeting, which can be essentially understood as the advertisers’ adaption to the mass conversational climate of the Internet, demonstrates how advertising supplements and congregates with mass media to produce new niche one-tone forms of conversational communication.

Web media invites us to share content and information because the advertising and media industries want this: they’re seeking to create brand engagement in a crowded transient market place. For users, this means that their web experience is interrupted by advertising and sponsorship content: pop up banners, product placement and virals are all characteristic of this advertising environment. Advertisers have found more intimate and intuitive ways of engaging with the new consumer.

Despite being cleverly modified to suit the Internet, these techniques all follow in the tradition of top-down advertising: adverts that have been refined to fit into the attention grabbing requirements of the Internet’s culture of distraction. Contracts with companies such as Google that own not only data processing businesses, but also social media sites, ensure that your adverts will reach their intended targets.

Furthermore, advertisements can blend into the fragmented online new media environments through websites such as BuzzFeed and SubvertandProfit. The former promotes branded content by presenting them as undifferentiated from editorial or user generated material, thereby increasing the likelihood of the material’s viralism.

Equally, SubvertandProfit allows companies to pay for exposure on social media platforms. By paying the website, it will enhance visibility of particular content by adding to its view count, likes, or recommendations. These new means are essentially an expression of the same traditional advertising method, i.e. the function for firms gain market authority through its brand to sell products.
The algorithms that enable advertisers to target their advertisements even more precisely through profiles built up from social media usage may actually reinforce the traditional view of advertising as chameleonic:  It follows audiences and markets to new platforms, adapting its format for each one, but retaining its fundamental power relationship.

Mediums of social communication are continually undergoing change: from print media, to the radio, to the television and now onto the era of the Internet. The Internet is fundamentally a familiar territory for advertisers as it embodies key features of old media: the visuals of the television, the sound of the radio and text from print media.

As underlined in Business Week’s August edition in 2004: “The mass media won’t disappear as a tool. Smart companies see the game today as making bold statements in design and wooing consumers by integrating messages so closely into entertainment that the two are all but distinguishable”.

Get the best viral stories straight into your inbox!

Don't worry, we don't spam
16 views
Johnny English Fails to Strike Again
Arts
30 views
30 views

Johnny English Fails to Strike Again

Alice Gledhill - October 18, 2018
Sexual assault in the US government
Comment
6 views
6 views

Sexual assault in the US government

Tess Michaels - October 17, 2018
What’s ACCA-ning?
Arts
66 views
66 views

What’s ACCA-ning?

Emma Nay - October 16, 2018
Review: Journeying with Grace Nichols
Arts
104 views
104 views

Review: Journeying with Grace Nichols

Kate Dennett - October 12, 2018
University of Sussex Joins Libraries Week
Arts
138 views
138 views

University of Sussex Joins Libraries Week

Kate Dennett - October 6, 2018
Oscar Jerome at The Hope and Ruin
Interview
121 views
121 views

Oscar Jerome at The Hope and Ruin

Alex Leissle - October 4, 2018
Why we should all embrace drag
Lifestyle
146 views
146 views

Why we should all embrace drag

Chris Ahjem - October 3, 2018
In Conversation with Alannah Myles
Arts
224 views
224 views

In Conversation with Alannah Myles

Anastasia Konstantinidou - October 3, 2018
Brighton Needs You!
News
147 views
147 views

Brighton Needs You!

Anonymous - September 28, 2018
Books Every Fresher Should Read
Arts
298 views
298 views

Books Every Fresher Should Read

Anonymous - September 19, 2018
France in Fine Fettle
Sports
243 views
243 views

France in Fine Fettle

Anonymous - September 17, 2018
Dive into Brightonian Culture
Arts
237 views
237 views

Dive into Brightonian Culture

Anonymous - September 17, 2018
Oh, baby, baby, did you see Britney at Pride?
Arts
267 views
267 views

Oh, baby, baby, did you see Britney at Pride?

Anastasia Konstantinidou - September 15, 2018
Keeping Warm Out in the Cold this Winter
News
6 views
6 views

Keeping Warm Out in the Cold this Winter

Jessica Hubbard - October 22, 2018
New Aldi Creates Jobs and Traffic Problems
News
29 views
29 views

New Aldi Creates Jobs and Traffic Problems

Jessica Hubbard - October 20, 2018
BCU Black Studies Degree Talk
Campus News
36 views
36 views

BCU Black Studies Degree Talk

Matthew Nicholls - October 20, 2018

Leave a Reply

Join the Badger Team

Apply today!

Latest Posts

Freshers 2018
16 views

The best breakthroughs of 2018 thus far

spe27 - October 22, 2018

As we begin a new school year, this is a great time for Sabrina Edwards, the new Science editor, to reflect on the best scientific breakthroughs of…

De-Stressing with Rob Cowen’s Common Ground
Arts
83 views
Arts
83 views

De-Stressing with Rob Cowen’s Common Ground

Hal Keelin - October 18, 2018

Upon my transfer to Sussex University, I found Robert Cowen’s Common Ground a particularly comforting read. After nearly a year out from academic study, I was finally…

Johnny English Fails to Strike Again
Arts
30 views
Arts
30 views

Johnny English Fails to Strike Again

Alice Gledhill - October 18, 2018

Striking up laughter in cinema screens once again, Rowan Atkinson may have given up playing lovable Mr. Bean, but he hasn’t retired as Johnny English just yet.…

Sexual assault in the US government
Comment
6 views
Comment
6 views

Sexual assault in the US government

Tess Michaels - October 17, 2018

“I believed he was going to rape me.” are the stand out words in Christine Ford’s final testimony at the confirmation hearing of Brett Kavanaugh as an…

What’s ACCA-ning?
Arts
66 views
Arts
66 views

What’s ACCA-ning?

Emma Nay - October 16, 2018

  All you need to know about autumn at the Attenborough Centre for the Creative Arts If you have not seen the ACCA’s new autumn programme, you…

Review: Journeying with Grace Nichols
Arts
104 views
Arts
104 views

Review: Journeying with Grace Nichols

Kate Dennett - October 12, 2018

In celebration of Black History Month, Sussex Student Union organised a number of interesting talks and events across October. One of these exciting opportunities was a chance…

Review: Suzanne Ciani & Martin Messier at the ACCA
Film & Theatre
88 views
Film & Theatre
88 views

Review: Suzanne Ciani & Martin Messier at the ACCA

Anonymous - October 10, 2018

At the outset, Mr Messier’s FIELD at once invoked The Matrix and Daedalus’ Boiler Room set.  The basic concept of this mixed media performance relies on transducer…

Shelf Help: The Organisation Encouraging Self-Development
Arts
127 views
Arts
127 views

Shelf Help: The Organisation Encouraging Self-Development

Kate Dennett - October 10, 2018

To commemorate to this year’s Mental Health Awareness Day, I found it increasingly difficult to draw attention to just one book of relevance in recognition of this…

Freshers’ Week from a second year perspective
Campus News
115 views
Campus News
115 views

Freshers’ Week from a second year perspective

Chris Ahjem - October 9, 2018

Annually, the University of Sussex welcomes thousands of new students to our Falmer campus and every year the Student’s Union and Brighton based clubs and businesses increase…

National Badger Day: 10 fun facts you might not have known
News
166 views
News
166 views

National Badger Day: 10 fun facts you might not have known

Chris Ahjem - October 6, 2018

To celebrate National Badger Day here are 10 fun facts about our animal kingdom namesake Badgers can run up to 16-19 miles per hour which is the…

University of Sussex Joins Libraries Week
Arts
138 views
Arts
138 views

University of Sussex Joins Libraries Week

Kate Dennett - October 6, 2018

This coming week marks the celebration of Libraries Week, an event solely dedicated to praising the work of libraries across the UK. This annual event is taking…

Oscar Jerome at The Hope and Ruin
Interview
121 views
Interview
121 views

Oscar Jerome at The Hope and Ruin

Alex Leissle - October 4, 2018

The young star is often a tricky title to navigate. There are the big names, who explode into the world with noise, bright light, a big record…

How Fenty Beauty changed the face of the makeup industry
Lifestyle
156 views
Lifestyle
156 views

How Fenty Beauty changed the face of the makeup industry

Rachel Badham - October 3, 2018

Fenty Beauty, launched in September last year, is a makeup line created by global superstar Robyn Rihanna Fenty, better known as Rihanna. It’s not uncommon for celebrity…

Why we should all embrace drag
Lifestyle
146 views
Lifestyle
146 views

Why we should all embrace drag

Chris Ahjem - October 3, 2018

Once an art form disregarded by many, 2018 bears witness to the continuous rise of drag as a legitimate, celebrated art. Spearheaded by RuPaul’s Drag Race, drag…

In Conversation with Alannah Myles
Arts
224 views
Arts
224 views

In Conversation with Alannah Myles

Anastasia Konstantinidou - October 3, 2018

This week we had the pleasure of interviewing Alannah Myles, the 1991 Grammy winner for best female rock vocal performance for her outstanding vocal abilities for the…

Brighton Needs You!
News
147 views
News
147 views

Brighton Needs You!

Anonymous - September 28, 2018

Brighton is a vibrant and thriving city that many students at Sussex are lucky enough to call home. But there are many in the area in need…

Books Every Fresher Should Read
Arts
298 views
Arts
298 views

Books Every Fresher Should Read

Anonymous - September 19, 2018

Starting university comes with both exciting but potentially daunting changes, with both moving away from home and studying at degree level posing to be two new challenges.…

INCREDIBLES 2: The Sequel with a Feminist Twist
Film & Theatre
213 views
Film & Theatre
213 views

INCREDIBLES 2: The Sequel with a Feminist Twist

Olek Młyński - September 18, 2018

One key film in the development of anyone who grew up in the early 2000s was The Incredibles (2004). It’s comedy, vibrancy, and general sense of fun…

France in Fine Fettle
Sports
243 views
Sports
243 views

France in Fine Fettle

Anonymous - September 17, 2018

Prior to the start of the quadrennial tournament this summer, football fans across the world grew sceptical over Russia’s credentials and ability to host the most prestigious…

Dive into Brightonian Culture
Arts
237 views
Arts
237 views

Dive into Brightonian Culture

Anonymous - September 17, 2018

Boredom is impossible when you throw yourself into everything this weird and wonderful city has to offer. The specific and unique cultural wonders of Brighton are indeed…

Oh, baby, baby, did you see Britney at Pride?
Arts
267 views
Arts
267 views

Oh, baby, baby, did you see Britney at Pride?

Anastasia Konstantinidou - September 15, 2018

During this year’s Pride Festival, Brighton had the honour of welcoming international pop star and voice of the early 2000s, Britney Spears, to the main stage. Undoubtedly,…

Union obliterates the debate – unwritten requirement used to shut down free speech debate
Campus News
1332 views1
Campus News
1332 views1

Union obliterates the debate – unwritten requirement used to shut down free speech debate

Jordan Wright - April 27, 2018

Student society Liberate the Debate’s most recent event was cancelled over a lack of compliance with the Students' Union's (USSU) requirement for a neutral chair - a…

Keeping Warm Out in the Cold this Winter
News
6 views
News
6 views

Keeping Warm Out in the Cold this Winter

Jessica Hubbard - October 22, 2018

You may have noticed the weather getting colder as we approach the winter months. This is a welcome feeling for some after such a hot summer. However,…

New Aldi Creates Jobs and Traffic Problems
News
29 views
News
29 views

New Aldi Creates Jobs and Traffic Problems

Jessica Hubbard - October 20, 2018

The new Lewes Road branch of ALDI has opened to the public. Its first customers received free fruit and vegetables and the store has proved popular since.…

BCU Black Studies Degree Talk
Campus News
36 views
Campus News
36 views

BCU Black Studies Degree Talk

Matthew Nicholls - October 20, 2018

Students are due to give a talk about the UK’s first black studies degree as part of Sussex University’s Black History Month events. The free event, which…

Go See a String Quartet: Globally Renowned Artists Play for Free on Campus
Culture
128 views
Culture
128 views

Go See a String Quartet: Globally Renowned Artists Play for Free on Campus

Ketan Jha - October 19, 2018

Classical music can be obtuse. It is easy, especially at free concerts occupied largely by octogenarians, to get lost between movements and melodies. This is especially true…

Bliss Signal Album Review
Music
60 views
Music
60 views

Bliss Signal Album Review

Ryan Bridgewater - October 18, 2018

  CD/Vinyl/Download At first glance, the worlds of black metal and electronic dance music do not seem to have very much in common. The former is characterised…

New Student Energy Project Launches at Sussex
Campus News
36 views
Campus News
36 views

New Student Energy Project Launches at Sussex

Jessica Hubbard - October 18, 2018

A new Student Energy Project has started at Sussex. The project is run in collaboration with The Student Energy Project, the University Sustainability team and Sussex Students’…

Name Changes Made Easier for Students
Campus News
40 views
Campus News
40 views

Name Changes Made Easier for Students

Matthew Nicholls - October 18, 2018

The University of Sussex will now accept unenrolled deed polls as proof of name change to those who wish, granting more freedom and anonymity to those in…

Sentences Quashed for Fracking Protestors
News
58 views
News
58 views

Sentences Quashed for Fracking Protestors

Jessica Hubbard - October 17, 2018

The court of appeal has quashed sentences handed to 3 fracking protestors calling them "manifestly excessive". Jail sentences of 15- 16 months were given to the three…

In Conversation with Peter Tatchell: Gender, Direct Action and Brexit
News
70 views
News
70 views

In Conversation with Peter Tatchell: Gender, Direct Action and Brexit

Jessica Hubbard - October 17, 2018

Veteran human rights campaigner, Peter Tatchell, gave a talk on campus. Known for his work with the LGBTQ+ community, he spoke about free speech under attack and…

NUS Backs ‘People’s Vote’
News
43 views
News
43 views

NUS Backs ‘People’s Vote’

kenyon55 - October 17, 2018

The NUS has expressed its support for a national referendum on the final Brexit deal, also referred to as a ‘People’s Vote’. This came after Labour MPs…

Over 1,000 Sign Sussex Fracking Open Letter
Campus News
42 views
Campus News
42 views

Over 1,000 Sign Sussex Fracking Open Letter

Jessica Hubbard - October 17, 2018

An open letter started by Sussex academics has gained over 1,000 signatures. The letter, entitled ‘Open letter from UK academics: The harsh sentencing of anti-fracking campaigners sets…

Grenfell Tower Inquiry Resumes
National News
90 views
National News
90 views

Grenfell Tower Inquiry Resumes

Jessica Hubbard - October 16, 2018

Written by Danielle Ball Shocking witness statements have been heard from the fire crew and call handlers involved in the response to the tragedy The Grenfell Tower…

Renting Unaffordable for Young People
National News
68 views
National News
68 views

Renting Unaffordable for Young People

Jessica Hubbard - October 16, 2018

South East among the most expensive areas to rent as revealed by BBC research. Research carried out by The BBC has found that renting is unaffordable for…

Joe Armon-Jones Brings Jazz to Patterns
Music
75 views
Music
75 views

Joe Armon-Jones Brings Jazz to Patterns

Lara Antoine - October 13, 2018

Photo by Vojta Dvrocek Whether you’ve seen him in Ezra Collective or featuring alongside other breakthrough neo-jazz artists like Mr Jukes. Pianist Joe Armon-Jones is no stranger…