Am I really done with summer? WOW. Watch this video and enjoy! I would love to hear your thoughts!
LEAP 227.
#LEAPC2.
Best summer ever.
Am I really done with summer? WOW. Watch this video and enjoy! I would love to hear your thoughts!
LEAP 227.
#LEAPC2.
Best summer ever.
A dog is smarter than it’s tail. If the tail were smarter it would wag the dog. The metaphor is that the tail wags the dog, meaning that the tail: the media is smarter that the dog: society.
Robert DeNiro is Mr. Fix-it. His character deals with the media for the President and making sure everything looks good to the public.
The producer has more power than the president. There is one scene when the producer puts the president on hold, meaning that he was in charge the “BIG” guy.
People never remember the actual war but it is in the media so it has a powerful impact.
Everything we see on TV we believe and trust.
The producer. There is never a time we see the president throughout the film, and the producer has more say entirely.
When Burger King, McDonalds, and any other fast food restaurants include some type of toy with a movie of sorts. Also sports drinks connecting with athletes and promotions from them.
People followed it because everyone else was doing it and that is the way society does it. When everyone else is doing it, things like the LIVESTRONG bracelets or KONY 2012, everyone joined in.
Media Construct Reality: Everyone believes what he or she sees on TV
Media Present ideology and value messages: Not trusting media and questioning it
Commercial interests: All the items that are product placements. Cars, food, and other items
Code and conventions: The patriotic music and background of it all.
10. How was the NEWS media portrayed and what current examples do you know of in our society?
The news media was portrayed poorly. This was done by the film’s characters saying lines like “it’s on TV it must be true” in a way that we as viewers know it is false. This made the audience want to question the media, making it seem like the news media is negative. I don’t know any current examples in today’s society, but then again the news may be lying to me on a daily basis. So therefore, I am more cautious at what I take in from listening to the news.
Deciding what to write about for my last FYE (First Year Experience) blog post of the summer was hard. Actually while I am currently writing this, I am still a little unsure. Don’t get me wrong, I have ideas in my head but there is so much I do not know where to begin. Let me start with updates…
Well, as you may know I absolutely love grilled cheese. Yes, I still have not had my Dad’s grilled cheese (next week, hopefully!) but I was able to get grilled cheese at Panera bread. I am not sure why I did not think about that before but I had it. I don’t know if it was because I was extremely hungry, been in a grilled cheese withdrawal, and/or it was actually good. I took one bit and I felt like I was in heaven. I was so incredibly happy that I finally eating grilled cheese again. Just typing about it is making me hungry for some more.
I think I should put a meal menu together for my parents. There are so many foods I genuinely miss having and since I only have about 1 week in-between summer and fall they should probably be prepared. After this post, I will totally get started on it.
I honestly cannot believe in less than a week I will have completed my first semester at college. I know it was only 6 weeks and I only took 2 classes, but still! It is such a rewarding feeling. I am so happy that I decided to come to Penn State over the summer. I feel like it was the best head start and although I don’t know if it helped me transition since fall semester did not start yet, I have faith that it will.
Yeah, there are some days that I wish I was able to just relax at home this summer but for the most part I love being here in State College. All of my high school friends have had the chance to hang out and still see each other before they leave for college so that makes me a little upset. Yet, at the same time I don’t really care. I know that sounds bad but I really feel that I have grown in this short period of time and my new friends that I have made at college totally make up for not seeing my old ones.
I am going to miss my new friends for the week we are apart from each other but it will make it that much more exciting when I see them once fall semester begins! I am also really excited to be able to sleep in my bed at home, take showers with out having to wear flip flops, and taking a break from work.
Less than a week, it will be peace out State College hello Philadelphia!
Also…I AM CLIMBIMG MT. NITTANY THIS WEEKEND. As you can see, by the caps I am very excited. I can’t wait to capture this experience and include it in my first year experience video for my Mass Media and Society class!
LEAP 227 summer 2014 always and forever! #LEAPC2
I sat down with Vincent (Vinny) Washburn at his apartment on Beaver Avenue after meeting him about a week or so before. I knew this project, Interview of Color’s due date was coming up shortly and I had to find someone. After meeting him and a group of his friends walking through campus one Friday night I thought it would be a great idea to get to know more about him. Then there I was a couple days later in his apartment on Beaver Avenue asking him question after question, with of course my new best friend Emma by my side (There was NO way I was going alone).
We sat down in the living group, on his beige/tan suede couch. It reminded me of the same one I had at home, a comparison already and I had not even started the interview process. I had a word document of questions prepared on my Apple laptop, which I obviously brought with me. I took it out of my computer, opened the document, and it went uphill from there.
His name is Vincent Washburn, but all his friends call him Vinny. He was born and raised in Costa Rica. He moved to the United States to attend college at Penn State and will be a sophomore in the fall. Although living in a very Americanized household through out his life in Costa Rica it was still an adjustment to State College. He did say that it was an easier adjustment then some of his other friends who do not really speak English like him and did not grow up in the same type of household. He informed me of the fact that he grew up in a very Americanized household because his father was from California and is Caucasian while his mother is from Costa Rica and is Hispanic. Being half Latino and visiting California a couple times before he moved to State College made it an easier shift in lifestyle.
Growing up in Costa Rica and being Costa Rican there were no problems in school because everyone was Costa Rican. It was not until he came to Penn State where he ran into any issues. He said it doesn’t happen a lot, but one time him and his friends were speaking Spanish in an elevator when someone else in the elevator said a derogatory remark towards them speaking Spanish. Instead of physically taking it out on the person about his crude comment he confronted him verbally about the situation. He admitted to saying mean thing’s back but did nothing violent. Vinny said that if that were ever to occur he usually just confronts them, he has a zero tolerance policy with those types of behavior.
Vinny likes to play guitar, participates in club gymnastics, and is active in Greek life at Penn State. He loves taking part in all his fraternity has to offer, like participating in THON with his fellow brothers. He also really enjoys listening to music, exercising and loves to watch movies. When he said this, it got me very excited. I absolutely love movies. Watching movies in my Digital Video class in high school is what got me interested in my college major, Film/Video communications. I continue to ask him questions about movies and he decided that his favorite director is, Quentin Tarantino. It was quite interesting hearing him speak about different films and is perspective on them.
Vinny also informed me of how different the culture is between Costa Rica and America. He said in Costa Rica it is a very family oriented country. His family is always in his business and they know everything. They also make sure the family sees each other very frequently. It is also very easy going and more calm about things unlike the United States. Vinny pointed out that oddly enough although family is very close back in Costa Rica and they see each other all the time, living in the United States prohibits him from taking part in that. He said how he has only seen his mother for about 2 weeks out of the year. I have seen my mother a lot more than that, so that is definitely something I contrast with. Not only do I contrast with that, I don’t understand how he can cope with it. I am a very home bound type of person so not being able to see my parents for that long, I don’t know how I would handle it. I secretly miss my parents already and it has only been about 5 weeks.
We discussed a lot about his major, Supply Chain Information Systems and what he wants to do with his life after college. Also more about the different cultures, including the drinking culture from Costa Rica and the United States, and so much more. One thing that stood out to me that he said was about dealing with race. He said people who talk down about black people says it when there are no black people around, so I wonder if other people talking about Latinos when other Latinos are not around. It was a very good point. He says he barely runs into problems, but it may be because people talk about him and his beliefs when he is not around.
There is so much I have learned about him that I did not include in this assignment. There was so much content I had to clue where to start or where to go from there. It was a fun and interesting learning experience listening to him speak about different situations from his perspective and background. The funniest thing I think we had in common was the fact that our friends playfully make fun of how we say things. He said sometimes he will say cheese cream, instead of cream cheese. It sounds gross, huh? It’s because in Costa Rica they say queso crema, which is Spanish for cheese cream, legitimately word for word. Although I do not say words backwards like that, it is the way I pronounce some words. For example the most popular one is, “Wooder” known as everyone else as “water.” I am from Philadelphia and some things are pronounced differently. I do not usually say “wooder” but I guess if I am talking really fast or it can come out slightly. There are many other words that people pick out that I say different, but I personally think it makes me unique.
Although Vinny and I had a lot of things that we compared and contrast we are the same. He is Hispanic, and I am not but we are still the same. Our religion is different, yet we are still the same. We both attend the fabulous Penn State and have amazing school pride. We both love living in State College and enjoying every experience that comes to us.
It’s okay to be different.
Well, it has officially past the one-month mark. That is correct, I, Goldie Robins have officially completed my first month of college at the one and only, The Pennsylvania State University. The best way I can describe it is that I absolutely love it here. I know that it is not too in depth or intricate of a description but it is just so freaking amazing.
Now that you know the basics, I am going to take you on a journey. We are going to go back in time. Get on my magic carpet and I can show you the world! If you didn’t get that reference shame on you but then again it had nothing to do with anything. Anyway, choosing where to go to college was very difficult for myself. I am not trying to boast about myself but I applied to 6 colleges/universities and got accepted into all of them. I applied to all 6, including the extraordinary Penn State because I knew I could see myself fit in there. As much as I wanted to get accepted to all of the colleges I applied when sending in my applications, it would have been much easier if I got denied. At least that would have narrowed down my choices from the school, not myself. Yet, I was stuck in a sticky situation. It was weird because it was a good situation. I was proud of myself for getting accepted to every school I applied but then I was like now what…
I am weird. Get used to it. I started my senior year of high school knowing where I wanted to apply, why, and I had the goal of applying to all of my schools before November 1st. Most people thought that was an ideal goal but not realistic and don’t worry they made sure to share that with me. Yet, I proved them wrong because I set a goal for myself and I completed it. I think the last application I sent out was October 29th to be exact. But through all of that, being so eager to apply to college I kept saying to my parents and some of my friends how I didn’t feel ready. I would be around people who would say things like, “I am so ready to leave for college” or “I can’t wait to be finished high school and be out of here and in college” or anything else along those lines. And yes, I knew I was in my last year of high school and it was weird because it wasn’t like I felt that I wanted to stay in high school but I just didn’t feel ready for the next chapter of my life. I addressed this concern of mine to my parents in September of my senior year. Of course my Mother probably being worried in the back of her mind replied with the best answer any Mother could give, “That’s perfectly fine. It is only September. You will be surprised how many things changed through out the year. If you still feel that way in the spring then we will talk about it but for now that is totally normal.” It was a perfect sense of reassurance. Although I was in school everyday surrounded with some many of my peers repeatedly saying how they wanted college and they felt ready I just tried to stay calm.
Fast forward second semester of my senior year….
For starters, I cried in utter joy when I saw that I got accepted to Penn State on my, MyPennState Portal that I checked way too many times a day. I was so excited when all my acceptances were coming through I got caught up in the moment. When I knew I had to sit down and make a decision on where I would be attending I was stuck. Well, not stuck. I basically had already picked Penn State but of course there were my 5 other options. Penn State had always been one of my top choices but it wasn’t necessarily other colleges holding me back, it was myself. To be 100% completely honest I had the biggest mental breakdown with my parents. I went on continuously for hours crying and saying how I wasn’t ready for college, but I didn’t want to take a gap year program. I honestly was a bit lost. I also started to make up excuses with myself to why I felt this way. I am 17, and am known as a “baby” for my grade. I not only started college in the summer at 17, but I will be starting college in the fall as 17 also. I am young for my grade so I figured maybe my developmental stage might be off a year. I really came up with bogus excuses because I have always developed with my grade and have always been mature for my age. It was a really bold decision for me.
My parents, who I am so grateful for sat me down and talked everything through with me. My Mom and my Dad both knew I have never been one to like change but once I get there I always find a way to make it work. When they said this to me, it gave me a boost of confidence. They also reassured me by saying they are letting me give it a try. I knew I loved Penn State and they also thought attending Penn State was a perfect fit for me. They said try it, the worst that happens is that I transfer or decide from there. I came to those terms and happily accepted my offer of admission from Penn State. They took a risk in me. I thought I was going to let them down and feel bad about it and maybe they did that because they know their daughter so well. They knew it would be okay…who knows?
Fast forward back to now…
This past month has been full of absolute learning experiences. If I am going to continue to be honest, there were times where I was scared and felt that I couldn’t do it. I have definitely pushed myself to new limits, tried new things, and created lasting memories. Thinking back to all that has occurred in only a month, I am so excited and anxious for what more is to come throughout my college career. Not only am I so glad I picked Penn State but I am so glad I decided to choose the career path of attending college. I really feel like I fit in here, and I hate to say that my parents were right but they knew it all along.
I didn’t believe in myself like my parents did but I am so lucky I had that opportunity. Without them, I wouldn’t of picked to attend Penn State and have this reassuring feeling that I know I made the right decision. It is honestly one of the best feelings of all time, knowing that I picked the right college for me. I am so eager to get involved in everything Penn State has to offer and ready to continue my learning experiences.
In this past month, which felt so short but so long at the same time I have created experiences and memories that I have never done before. I even created friendships that make us talk about us FaceTiming each other every night the week we are home from summer session to fall.
June 29th I was not ready to take on college. Today, July 30th I am not only ready to continue taking on college but I feel that I have already successful done it.
Happy Valley is where I want to be. Blue and White forever.
WE ARE…
Created by:
Goldie Robins
Aubrey Schoen
Amanda Murcia
Emma Stewart
An Analysis and Criticism of the Portrayal of Mass Media in the 2010 movie La Mission
Thesis
The movie La Mission undergoes the journey of a homosexual boy living in the unaccepting Latino community in San Francisco, and an even less accepting father. The film address two main stereotypes: being gay in an unaccepting local society and interracial relationships. The film follows the progress the son and father must make together to accept their personal adversities.
Step 1: Detection
Identification
The subject of this analysis is the 2010 movie, La Mission. This movie is available for streaming online, DVD, and Blu-ray.
Step 2: Description
Detailed Description
Benjamin Bratt plays Che Rivera, a former alcoholic and ex-convict living in the Mission district of San Francisco. Che Rivera, a widower, is attempting to get his life back on track while living with his son, Jes Rivera. Jes Rivera, played by Jeremy Ray Valdez, is a high school senior who was hiding homosexuality from his close friends and family.
Che and Jes are both are struggling with personal matters. Jes is having difficulty accepting his own sexuality with the pressures of the Latino community surrounding him. Jes gets ridiculed in school and is evicted from his own home by his father. To augment matters, a local neighborhood gang shoots Jes. Whereas, Che results to his alcoholic ways when he became embarrassed of his son’s homosexuality. Che relies on his neighbor’s aid, Lena, who helps Che realize his mistakes of using violence to attempt solve his problems. Lena was there to lend a helping hand to the Rivera family throughout their hardships. In the end, Che comes to the realization that his relationship with his son is more important than the opinions of his community.
Creator/Creators Purpose
The film’s writer and director Peter Bratt, who grew up in The Mission District of San Francisco, had a lifelong dream of creating a film that took place there. It was Bratt’s own experiences that created the content for this very unique film.
Function/Purpose
Bratt’s purpose in creating the film seems to be to infuse pure entertainment with drama, but still took real life experiences to bring to light the underlying racial tension and homophobia in the Latino community. This will serve to educate the audience of these issues while still presenting an entertaining, gripping tale that captures the viewer’s attention.
Step 3: Deconstruction
Underlying Stereotypes
The underlying stereotype in La Mission are that latino men must be hypermasculine. If men are homosexual in these neighbors they are considered to not be a man and that they are weak.
Evidence for Linking Stereotypes
Hypermasculinity within the Latino community is addressed in the movie. Che results to physical abuse when he first discovers his son’s homosexuality. Jes is also victimized by his fellow peers, who also did not accept his sexual orientation. However, at the conclusion of the movie Che comes to terms with his son’s sexuality. Jes also come to terms with his own sexuality by starting a new life journey at UCLA.
In the latino community a man is supposed to be tough and strong. With his son being gay, Che feels that he is being punished for his past mistakes. Also, Jes becomes ridiculed because the kids and men in the neighborhood see him as less of a man. The stereotype is portrayed by Che kicking Jes out of his house, and is further proven when Jes gets shot by some kids his own age because they now see him as a “faggot” or less of a man.
Significant Omission
A stereotype that is often overlooked in this movie is the single dad raising his son after the death of his wife. Many hollywood movies portray this stereotype of a single father going through rough times raising his son/daughter after a tragic death. The stereotype is embodied in this movie because Che’s has raised Jes all on his own since the death of his wife. Since the death of his wife he had a downward spiral period, first with alcoholism, than going to jail. This is typical with stereotypes of families with the mother deceased. They are often shown as spiraling out of control and they deal with struggles that would be more easily handled with a women figure in their life.
Step 4: Diagnosis
Meaning and Possible Interpretations
Meaning and Possible Interpretations: There are many interpretations of the film La Mission. To start, Bratt was attempting to recreate the Latino race through the film. Che represented the hard edged Latino man, that results to violence to solve his family issues. To add, Jes’ homoesexauily, that was not accepted by the community, represents the values of The Mission. However, the conclusion of the film represents new beginnings. Che becomes accepting of his sons homsexlaulity and chooses to engage in a bi-racial relationship. Jes begins to create and accepts his own life at college at University of California Los Angeles.
Comparison With Rational Models
Comparison with Rational Models: In The Mission district, homosexuality and different races were not widely accepted. However, the collective society is generally more accepting. For instance, homosexuality is starting to become an everyday value. Also, diversity in race is also accepted within in the general society.
Potential Effects (Harm)
The effects of this moving portraying a stereotype of the latino culture is it generalizing a community of people that may not all have the same views. People seeing this movie may feel that all Latinos respond this way to homosexuality, and that all Latinos are not accepting of this. I see the biggest potential harm in this movie is how Latinos will be seen to view homosexuality. I think viewers need to remember when watching this movie that this is not how everyone in this category feels and that it is a movie so the portrayals may be exaggerated or overplayed.
Judgement/Evaluation
We found this movie entertaining in respect to it’s surprisingly non stereotypical aspects, such as a seemingly stereotypical Latino teeanger turning out to be a closet homosexual, mixing with it’s more expected stereotypical personas, namely Che with his hard, manly image. However, we felt that the plot was very drawn out, and there were some scenes that seemed irrelevant to the flow of the story. The issues and problems presented in the plot honestly could’ve be resolved in a shorter time frame, thus moving the plot quicker and keeping the viewer’s interest. There were times during the movie where we found ourselves bored. Also, we felt very unsatisfied with the ending, because there were loose ends that weren’t quite addressed, but rather vaguely left to the viewer’s interpretation.
Step 5: Design
Realistic reframing
We would have liked to see Che push aside his pride as a “tough” and “hard” Latino man and accept his son for who he was much sooner than he did. After seeing Jes in the hospital, it almost seemed like he would come around, but he didn’t and physically threatened Jes’s boyfriend from visiting him. Also, we would’ve wanted Che to not result back to alcohol in lieu of solving his problems with himself and his son towards the end, as that wound up as a downward spiral of sorts for Che and delayed his realization of his wrongdoings. And overall, we would want Che to deal with his problems in ways other than using violence; all it did was complicate the issues at hand.
Likelihood of Use
The film would likely not be as dramatic if these changes were made, and it would’ve made it much shorter than it was. These elements of Che’s character– being tough, struggling with alcoholism, using violence– were used as dramatic factors that were essentially driving the plot forward. So, the changes we wanted to see would not have been used.
Existing Reconstructions
The only movie we can recall that partially incorporates our reconstruction is the 2011 romantic dramedy Crazy, Stupid, Love. Although, it does not relate to the main plot but rather the character development of Jacob, a womanizer who often goes to the clubs and takes women home with him nearly every night. He does this throughout the movie until he meets Hannah, who helps him vocalize his problems and issues that he has bottled up inside himself for years since his mother’s death. He learns to open up to other people and confront his problems rather than internalizing them in an unhealthy manner, unlike Che, who turned to alcohol in an attempt to run away from his problems.
Step 6: Debriefing
Personal Impact
At the start of the film, we had no idea how the plot would play out given the are, The Mission district of San Francisco. However, the movie made us realize the role that stereotypes play in any society. La Mission made brought to front the homosexuality within the Latino community. We were able to personally connect with each of the characters in the film. We were able to connect with Jes through his coming of age journey into self-realization. For Che, every viewer could feel a personal connection through his alcoholism. Every person has a weakness and it makes it easier to relate to the characters of a film when the thero is overcoming an addiction. Therefore La Mission made us as viewers personally connect with the film, even though it was geared towards another race.
Personal Harm from Myth
Any “myth” can be harmful in society. This movie helped us to realize the damaging effects it causes. As viewed in the movie, not accepting differences (like homosexuality) results in a conflict of extreme measures. It is important that members of society celebrate all types of diversity.
Step 7: Dissemination
Advocacy Action Plan
Stereotypes are always going to be present. It is hard to stop them once they have been created, and it is hard to make people stop believing them. But, what we can do is put a stop to hatred among stereotypes. I feel like in this movie it really shows how violent and hurtful people can be towards certain stereotypes. I feel if we make people more accepting of certain stereotypes then maybe even if we can’t stop people from believing in stereotypes, we can make the hate and violence towards certain groups be diminished.
Timetable of Specific Activities
Our group feels that in our personal time we will put effort into stopping everyday hatred towards homosexuals that we see. We will make people aware of how hurtful it can be to call those peoples names. Professionally, I feel like groups and organizations can make people aware of how homosexual, males especially, are not any less manly or are not considered to be a “women”. Genetically they are men and they will always genetically be men even if they love another man. Who you love should not change how manly or how feminine you are. I feel like educating the public is what needs to be done to make people more accepting of these groups. I do feel like efforts are being made, and I do feel like since this movie came out in 2009 that a lot has changed with peoples views on homosexuality. So I feel society is already moving in the right direction with accepting this way of life. Now all that needs to be done is reinforcement and teaching the public more and more on how these people are still like everyone else.
Work Cited
La Mission. Dir. Peter Bratt. Perf. Benjamin Bratt, Alex Hernandez, Christopher Borgzinner, Erika Alexander . Global Cinema, 2009. Film.
“La mission.” IMDb. IMDb.com, n.d. Web. 31 July 2014. <http://www.imdb.com/title/tt1200272/?ref_=fn_al_tt_2>.
Johnson, Reed. “Peter and Benjamin Bratt Are on a Mission.” Los Angeles Times. Los Angeles Times, 10 Apr. 2010. Web. 28 July 2014. <http://articles.latimes.com/2010/apr/10/entertainment/la-et-bratt10-2010apr10>.
I participated in a “No Media Day” which means a full 24 hours for 10 bank points in my Mass Media and Society Course, COMM 100. This meant no computer, phone, newspapers, magazine, or any other type of media you could think of. Now…keep reading to hear all about my experience.
For starters, I thought this was going to be easier than it was. I previously told Professor Nichols that I have basically participated in this “No Media Day” before due to be on my Regional Board of my Jewish youth group, USY (United Synagogue Youth). While being on Regional Board I had to follow standards which included not using any electronics on Shabbat, our day of rest, from Friday night to Saturday night. Going into this assignment with that attitude, I felt like it was going to be easy right of the bat…it wasn’t.
I woke up, Tuesday July 29, 2014 at 9 a.m. and started my “No Media Day” at 10:00 a.m. By then, I already had to start asking my roommate what time it was due to the fact I did not bring a watch over the summer and we have no other clocks in our dorm. Luckily she was there because her class was allowed to go in late and meet at the library, I didn’t ask for details but usually she is not in our room at that time. It really already made me aware that I look at my phone and my computer, but especially my phone for simple things like knowing what time it is. From there, I started rushing to get ready because the last thing I wanted to do was to be late for class.
Before I came to Penn State, I have to be honest I didn’t really read the newspapers. When I say occasionally, I really mean occasionally besides the Sunday Travel section in The New York Times, which I looked at every Sunday. But now that I am in COMM 100, and learning about the Readership Program Penn State offers, I have been reading the Newspaper everyday. Well, if I don’t read it everyday I skim most of it and really just read the headlines of the front page and maybe a full article or two if I feel interested. Still a lot more than I did at home. There is a section of newspapers in McElwain Lobby the way I walk out to go to class. Of course I was about to go over there to read them, then I remembered that I was participating in “No Media Day.” It actually made myself chuckle/grin a little just realizing that I would never voluntarily go to a newspaper and now I seemed a bit upset knowing that I physically couldn’t! This right there had showed me how I have changed and adapted in the short time I have been in college so far.
During class time, which is 12:45-2:00 and 2:20-3:35, it wasn’t that bad being away from technology/media because I usually am. I always have my phone turned off and away in class anyway so I didn’t feel like I was missing anything then and in both of my classes we did not do anything “media” related that I could not participate it. I mean, except for the fact we Skyped a comedy writer, but I did not initiate the Skype, really I just sat in my usual chair and seat in class and watched it all happen. Front and Center. That is not exaggeration; I sit in the front row of the class in the center.
I had discussed with my Critical Viewing project group beforehand the time and place we were going to meet to work on our project and we decided that they would use their computers to actually type but I would still help verbally and doing everything I could do except help type. We also already watched our film so we would be ahead, and I didn’t have to break any rules for the “No Media Day.” I was and still am very thankful for how understanding my group was.
Now, of course I could continue about my day and night and how things went with me but I want to talk about what I observed.
PEOPLE ARE SO GLUED TO THEIR PHONES IT IS ACTUALLY ANNOYING.
I am not even just saying this because I think that is what Professor Nichols wants to here. But actually, I hope I don’t look or am that person. There are times I have walked and texted but I can text with out looking at the screen so I am always looking at where I am walking but oh my gosh! If I, the one who was paying complete attention did not move out of people’s ways REPEATEDLY they would have walked right into me because they were to attached and looking down at their devices. Now, this is in the summer when not as many students are on campus. If this is what it is going to be like in the fall multiplied by thousands I have no clue how I am going to handle it.
Not only walking but just people in the HUB or in my residence hall. I have noticed people, the same ones talk on the phone every day in the lobby. I also sense that some of the many I see are talking to a parent/guardian. Which is fine if you are close to them but NO. Don’t talk on the phone with them for HOURS everyday. Not only should you not be on your phone that long but it’s your parent/guardian, go make friends and be more social!
This generation and age relies on technology for everything. I knew this, trust me I did, but not until watch it and experience it, it really hits you. We seriously text people or contact them in different forms of media to meet up to then be together for something like lunch, where we just sit on our phones. There are no interpersonal interactions anymore. I mean I don’t want to say “there are no” but there aren’t a lot!
People need to go back to contacting someone by phoning them with that one house phone or actually going to find them by knocking on their door or leaving them an actual note so they can see each other instead of relying on technology.
I try to do my work with my phone away but I have to be honest sometimes, actually a lot of the time I get distracted and either use my phone or computer to look at social media or text people back. I really think I am going to take at least an hour a day of a “No Media Hour” to get away from the world. Really use it for my me time. We now live in an world/society where everything is NOW and that is never how it used to be, so I think people can wait for than 1 hour I don’t text them…Sorry Mom!
I really appreciate the opportunity for doing the “No Media Day” for 24 hours to really give me an eye opening experience not just for technology, but who is around me, what is around me, like newspapers. Even if it weren’t for the 10 bank points I think it was a unique assignment and I enjoyed the experience that I probably would not have done otherwise without the incentive.
***DISCLAIMER: While reading this blog post you may start feeling hungry.
Close your eyes. (Well, I guess now open them so you can read the rest of this blog post. Pretend to close your eyes!) Think about your favorite food. Not categories, but that one item. It has to be one meal, like pasta and meatballs although two food items it can be your favorite meal. Just an example, anyway continue thinking about your all time favorite food. This food item would be the thing you ask for on your deathbed or your last meal before being executed. This is seriously extreme. And…if you haven’t thought of that yet then you better get on it. My favorite food item has always and will always be my favorite food item. It is my “ride or die” for food. So, you are probably wondering what this food item is. But first, I really need to make you have the food item that is your all time favorite in your head. You got it?
Okay so think about how many times a week you eat this item? Or maybe how many times a day. There is no judgment, I promise. Now think who, what, or where makes this meal the best? It could be a certain restaurant or maybe your sister, or even yourself! If it is yourself I guess you are kind of lucky since it’s never away from you. You also probably have no clue where I am going with this right now, but please just keep with me. Do you still have that food item in your mind? Okay so for story or blog post sakes let’s say it isn’t you that makes your favorite food item the best. Now, you’re in college and away from them for about 3 weeks. Yes, if you are wondering if this is a true story it is, I am talking about my self. Anyway, and you really, really, really want this food item. You crave it at all hours of the day. Especially when you are working late or can’t fall asleep and you just really want this item. Now, for most people their item may be more popular than mines. But picture not being able to have this food item for at least 3 weeks. (I know this totally sounds and is a first world problem but it is a struggle in my world.) So it must be hell, right? Craving your all time favorite food and not being able to have it! Just typing this is making me upset that I still have yet to have this food item by my favorite person who makes it. Just think how you would feel if you couldn’t savor that mouth-watering food that you crave all the time. This is what I have been going through every single day at college. It is almost like a drug and I feel like I am going through withdrawal. Actually, that is exactly what it is! Not actually real drugs just food, which is like my own kind of drug.
For me, this food item is grilled cheese. It sounds so silly and plan and boring but you would be surprised how many people I run into who can’t wait a good grilled cheese. I have to be honest, I am a Daddy’s girl and he makes my favorite grilled cheese of all time. He just knows how to perfectly make it. Sometimes he will try new things like adding hot sauce or other food items around the house but usually just bread and cheese is perfect. He cooks it in the pan so perfectly that it is hard not to love it every single time. I haven’t found a place in State College that makes grilled cheese except for Five Guys. And yeah it’s okay…but it’s no grilled cheese from my Dad. I am hoping in the Fall when there are more Food Commons open on campus that I will have the opportunity to have grilled cheese. I know that it won’t taste anything like my Dad’s but if it fills my satisfaction and is considered up to par by my standards I will be able to deal. I guess I can’t be TOO picky. I also guess you could say my grilled cheese sick, not home sick cause I don’t necessarily miss home well I do miss my bed but more the grilled cheese to be honest.
How did you deal with missing your food in college? Or if you are still in college, what do you currently do now? PLEASE ADVICE IS VERY APPRECIATED!
Introduction/Background Information
Why so serious? In order to make a film successful is it necessary to launch a very serious campaign incorporating the entire audience? It certainly paid off for 42 Entertainment; they got very serious with a viral campaign ready to launch the new Batman movie in 2008. The Dark Knight, one of the most anticipated films prior to the campaign was set to launch in the summer of 2008. The film featured well-known actors such as, Christian Bale, Heath Ledger, Aaron Eckhart and Morgan Freeman. All of these characters were ready to make the movie a huge hit for the summer blockbusters of 2008. Unfortunately, none of these actors actually played a role in the marketing campaign created by 42 Entertainment. The initial advertising and marketing of the campaign was brilliant. 42 Entertainment had the idea to target the audience in the film, TV, and comic book media world involved. The company also targeted a worldwide event known as, Comic-Con. The convention took place in San Diego, where 42 Entertainment created and started The Dark Knight campaign. The situation was a key aspect in creating such an effective campaign. The campaign used cross media convergence, which is using more than one outlet to reach an audience.
Situational Analysis
The Dark Knight viral campaign was very strategic. Prior to the movie being released 42 Entertainment came up with a brilliant marketing idea. The campaign used cross media convergence, which is using more than one outlet to reach an audience. All of which allowed the audience to really get involved in feel as though the city of Gotham needed each individual participating. They did this by introducing ARG (Alternate Reality Gaming), which took the different media platforms to create the campaign’s real world experience. The campaign used the Internet, newspapers, and gave the audience tokens, cell phones, and other devices to help decode the game. 42 Entertainment created over 30 websites online to lead the participants to different locations and clues. They also created fictional newspapers such as, The Gotham Times, which included more facts about what was occurring. During Comic-Con is when the participants were able take part in interactive experiences. They had the opportunity to physically vote for Harvey Dent, take part in the different campaigns, and receive phone calls from the characters themselves. An astonishing 10 million players worldwide were involved. Even though Comic Con was in San Diego, 42 Entertainment was successful in targeting an audience worldwide.
Planning
The entire campaign did not happen all at once, which was planned out very strategically. The campaign started off by creating Gotham city where the Joker started building his army. A website called WhySoSerious.com launched featuring fake newspapers, events and daily updates. This led to sending a large crowd of fans to the San Diego Comic-Con where they participated in various activities leading them to new information. Soon after that there were other events instructing fans to find clues located in major cities across the United States. Once all the clues were found they led to the reveal of a new photo of the Joker and an audio clip of him saying “And tonight, you’re gonna break your one rule.” Once the fans had completed the series of events they were led to another website. The website was where they could submit photos of themselves dressed up as the Joker for an incentive. Those fans were then sent a copy of the fictional newspaper, which was called ‘The Gotham Times’.
Execution
42 Entertainment’s execution for the campaign was done in an impressive manner. By targeting Comic-Con they were able to attract the right audience that were interested in films, comic books, and superheroes. These fans jumped all over the idea to take part in a real life video game. This made the campaign successful from the start. The campaign was focused on not only the fictional reality game itself but also getting fans to pick sides between the Joker and Harvey Dent. As the campaign continued, fans became more passionate about fighting for their side and making sure their ideas were heard. Due to the success of the marketing campaign the film became the top grossing film of 2008. The movie earnings were about $533,345,358 alone in North America and a further $469,700,000 in other countries. This resulted in a worldwide total of $1,003,045,358. To date it is the ‘thirteenth highest-grossing film of all time’. 42 Entertainment certainly deserved a pat on the back after executing one of the most successful viral campaigns of all time.
Evaluation
The marketing campaign was very valuable to Warner Brothers, the production company. Even when faced with the death of Heath Ledger they were still able to be successful. A main focus of the movie was Ledger’s character, Joker, which caused a lot of fans to be disheartened. PR week published their thoughts right after the incident, “Still, no one suggests that the campaign will remain utterly unaffected. All eyes are on WB for the time being, and while most agree that the studio has thus far handled the situation well, with a great deal of class, it remains under immense pressure not to offend audiences. While this will not likely mean a drastic departure from the original plan, it will require the studio to avoid images or sound clips of the Joker that overtly reference death.” At the time, the continuing success of the marketing campaign was in question. Even under the stress, 42 Entertainment managed to not upset any of the fans over Ledger’s death.
Other Examples of Campaigns
In looking at another campaign that faced a similar issue in marketing a campaign for a movie was Paramount. Paramount was responsible for the marketing campaign for Iron Man, which was set to come out May 2, 2008, just a couple months prior to The Dark Knight. It only makes sense that Iron Man and The Dark Knight would be a competitor for the same audience since. Both were superhero films being released in the spring/summer of 2008. Yet, they were both able to achieve great box office ratings. Each advertising agency used different but effective techniques to grab their target audience. Paramount took more of a traditional approach to their advertising campaign. They also attended Comic-Con but only to show trailers and have people dressed up like Iron Man. There was no alternate reality gaming like The Dark Knight campaign. Another way that the Iron Man film helped steal the show was the release date. They kicked of the summer of 2008 blockbuster movies by releasing Iron Man on May 2nd. The first big film of the summer was made, Iron Man and then set the tone for all the other films being released later that summer. Through out the process, Paramount used a more orthodox way of advertising but still managed to be very successful
The Ant Farm
Another advertising agency that successfully marketed a product was Ant Farm. Modern Warfare, the video game that can be played on multiple consoles (Xbox 360, PlayStation and Wii) was marketed in a different but successful way. The executive creator Rob Troy at the advertising agency The Ant Farm, described the thinking behind the campaign in a panel at a game marketing conference. The ad agency, which has created successful advertisements before, had been working with Call of Duty since 2003. The game already had a huge buzz because of the popularity of its 2007 version, Call of Duty 4, the predecessor to Modern Warfare. The Ant Farm went on to say sometimes it is a challenge to recreate campaigns for sequels. The goal of the marketing campaign was to spread that this version would be even a better experience. On the release day Activision Blizzard had a 30-second TV commercial that showed video highlights of the game to hip-hop music by Eminem. The music choice was important because it gave the commercial an upbeat feeling. The game got great reactions and was able to become known worldwide.
Current Information
After the release of the movie there is little buzz left in the viral marketing campaign. This is understandable considering the movie has already made their money for the movie, and another movie had come out since then. Many of the websites have been shut down, and are no longer being update. 42 Entertainment did update one of the websites they created, and showed the death of the Joker. This marked the end of the viral marketing campaign created by 42 Entertainment.
Our Analysis
Researching this campaign was interesting. Although all of us saw the Dark Knight, the campaign was still unfamiliar. After researching the campaign it makes sense why it had so much success in the marketing and advertising industries. To be able to reach a large audience is key, but then to further involve them makes it even better. The audience played a role in helping 42 Entertainment create national and worldwide buzz about the Dark Knight. The Dark Knight blew up the box office numbers and 42 Entertainment deserves recognition. All in all, we all understand why the Dark Knight did so well back in 2008 and how a viral campaign can be successful. In our opinion, we believe that other products should follow in its’ footsteps, and create an interactive marketing campaign.
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Works Cited
Quenqua, Douglas. “Ledger Death Clouds ‘Knight Marketing'” ProQuest, 4 Feb. 2008. Web. 23 July 2014.
“The Secret Behind ‘The Dark Knight’ Viral Campaign.” ProQuest, 28 July 2008. Web. 23 July 2014.
Takashi, Dean. “How a Smart Marketing Campaign Turned Modern Warfare 2 into a Monster Hit.” VentureBeat. N.p., 2 Apr. 2010. Web. 23 July 2014.
“WHY SO SERIOUS?” 42 Entertainment. N.p., n.d. Web. 23 July 2014.
“Will Movie’s Marketing Change after Star’s Death?” ProQuest, 26 Jan. 2008. Web. 23 July 2014.
Young, Anthony. “Iron Man Vs. The Dark Knight.” EbscoHost, 28 July 2008. Web. 23 July 2014.
Wow, 3 weeks down and a lot more of college to go! But I got 3 weeks under my belt and I am pretty proud of myself. I took my first college exam and my first test in over 4 years! Now, I wouldn’t say I am too proud of myself for the grade but I know I tried my best and I now have goals to do better next time! These 3 weeks have flown by pretty quickly. I am proud of myself for how independent I have been, how hard I have worked, and managing my time to the best of my ability. This blog post may seem a bit selfish but really I am just praising myself for how happy I am with myself. I knew college was going to be difficult and trust me I will be the first one to say it is! I have been having a lot of work and I haven’t been having as much as social life as I may want but there is always a balance. I still make time to chill out but try to set limits on when I can actually hang out with friends and when I cannot. I have been going to library about everyday now, and for the most part I would say I am pretty productive. Yet, that is the one thing I still would like to work out. I tend to get distracted easily and I wish that sometimes I could possibly be able to get more work done. It happens when I start looking at my phone or one of my favorite songs comes on Pandora and I just end up jammin’ out! Okay, so there are some things I need to work out but I didn’t expect myself to get everything perfect my first 3 weeks! I have learned a lot these past 3 weeks not only in class but about my self and who I am. I am so excited to continue my journey as a college student and see where life takes me. I am open for taking risks, trying new things, and sometimes making mistakes so I learn for next time. I absolutely love Dr. Seuss quotes and use them all the time so here is one:
“Sometimes the questions are complicated and the answers are simple.”