WAG THE DOG
Explain the metaphor of “wag the dog”. What does the title of the film suggest?
Wag the dog is referring to the meaning of power. Everyone automatically assumes that the dog controls his own tail and ‘wag’. The film title suggests that the dog is the public and the media is the tail. The tail is really controlling what the dog wants it to do even though the dog think it’s in control.
Who is Mr. Fix-it? What does he do?
Mr. Fix-it is Conrad Breen. He deals with scandals pertaining to politics. He does this by utilizing the media in his advantage.
What is the significance of the producer’s house being larger than the White House? What message does this relay?
The houses signifies power and money. The White House being significantly smaller shows that in actuality it the presidents role is less powerful then the producers.
Explain the significance of “We remember the slogans, but we don’t remember the war” om terms of media effectiveness?
This quote shows that whatever media shows us it is what our perception is. The slogans were remembered because it was able to reach more of the public and spread throughout. While the war was forgotten because it was unable to become relate able to the majority of the public unlike the slogans.
Who seems more powerful, the producer or the president? Why?
The producer, because he is able to change and transform media in the president advantage. He has more influence and power on the public then the president does.
The merchandising of products such s the “303 Burger” which Schuman “ate” behind enemy lines is often reflected in our society today. Provide 3 examples of this type of merchandising.
There is merchandising in practically everything. Product placement were are used in all types of medias. In the movie World War Z after he kills the zombie he goes towards a vending machine and gets a Pepsi. In Back to the Future McFly’s futuristic shoes were made by Nike. And in Transformers all the cars were GM.
Why do you think people followed the shoe trend? Can you think of any trends like that in our society?
The public is so easy influenced that if there was so many media outlets publicizing one trend it would spread quickly.
Examples:
Media constructs reality: The producer altering everyone’s perception of the scandal by covering it with the war. Also killing the producer at the end and saying it was an heart attack.
Media present ideology and value messages: The public should not automatically assume that the media is telling the truth. There is always a part of a story is left out.
Commercial interest: The product placement like 303 burger and Tostitos.
Codes and Conventions: The produced video of the war in Albania as well as the music produced.
How was the news media portrayed and what current examples do you know in our society?
The news media was portrayed in a bad lighting. It showed that the public needs to be skeptical about the news media and the sources they used. The news media was seen as naive and easily convinced in most of the film. This can pertain to Fox News they usually twist the truth for their advantage and ratings.
CURRENTLY AND LATER
Currently, my roommate and I are debating if we should change dorms for the fall. After giving subtle hints to Emma, my roommate, about how “East is so small compared to our current dorm” and “Pollock and South are so close to everything like downtown and the HUB” she finally started to consider moving. And the fact that all her classes for the fall are so close to Pollock and South Halls helped a lot when convincing her. She decided to post on Facebook and we check Eliving constantly.
Now that summer session is ending there is still a lot to do. Such as move my stuff into the new dorm (wherever it may be) and hopefully finish strong in my classes. I am sad that the next time I will go to campus there will be filled with people. That it will be hard to walk around without a crowd. And that when at dinner it will even be harder to find a seat. And that my classes will be more then 20 something people in my class. But I am excited to meet new people.
Sadly and regrettably, I will not be going home for the week between summer and fall. I am going to go home with my roommate in central city Philadelphia and then meet up with my mom. I am so excited to see her, but I also wish I could see my dad and my sister as well. During the mini ‘summer’ I will be staying with my aunt in Philadelphia. My aunt was so generous and got bought my first Broadway tickets to the Book of Mormon. I am so excited to see it and go to New York City. The last time I was there I was in 4th grade and I vaguely remember everything I saw. During the mini summer I honestly can’t wait rest, get a home cooked meal, and mentally prepare for fall semester.
A DIFFERENT PERSPECTIVE
Adriana Diaz
Adriana Diaz was born and raised from a completely different culture then I was. She was raised in Puerto Rico and I was raised in Texas. Her first language is Spanish and mine is English. She is 18 and I am 17 . Even though we are different I have found that we have more similarities.
Adriana Diaz is originally from Guaynabo, Puerto Rico. Similarly to me, she lived in one place all her life. And like me, she had to travel by plane to get to Penn State. She applied to half public schools and half private schools. Her dad is Columbian and her mom is Puerto Rican. Her mom went to a private university, Emory University. Her Dad went to a public university, Georgia Tech. Both her parents wanted her to go to her their own respective schools, either public or private. She choose Penn State because it was a “happy medium” between her parents. And her uncle went to Penn State. But overall she just wanted to expand her horizons, take on new challenges, and meet different people. Plus in comparison to Puerto Rico, education is a lot better. This is similar to me although I don’t have any relatives that attend Penn State I wanted to go outside my comfort zone as well. Living far from home was something I always wanted to do like Adriana.
Like me, she came into Penn State still deciding on her major. But she is planning on majoring in Community, Environment, and Development. It is finding sustainable alternatives for living. She wants to have a major that helps people because that goes along with her life motto: “Always strive to be bigger than yourself” Plus she wants to focus in Latin America and she states that “there is definitely a lot of problems with infrastructure and development there.”
When asked how she adjusted to American culture she said she got accustomed to it. Especially since her dad and her stepmom lives in Ashburn, Virginia. She visited her dad and her other relatives at least 3 to 4 times a year since she was 6. So she is well adjusted to more American culture.
But although she is used to the culture she still misses Puerto Rico’s customs. Such as the Noche De San Juan. It is a tradition where everyone on the island goes to the beach and they jump seven times forward and seven times back. It is a cultural and historical for Puerto Ricans.
She also misses getting together with all her family. Every Wednesday, Thursday, Friday, and Saturday her relatives get together there is different designated cities. This is easy they all live in the same area. Unlike the United States where everyone lives so far from each other. Adriana compares Puerto Rico with the U.S. “We are much more close knit than the United States. From what I’ve seen here it is normal to live really far away from your family. In Puerto Rico since it is such a small island you live close to all your relatives. You are close to your uncles and cousins. While in the States it is different because you are only close to your immediate families.” I think this comparison is accurate because I visit the Philippines, where my parents are from, very often. And in other countries family is definitely thicker than water. Like Adriana said family is more close knit and everyone is able to get together easily every week. This is especially important with a big families. While in the United States it there is much more traveling involved and just with the immediate family.
Since she got here she says she hasn’t really been treated differently because of her ethnicity. “I never felt inferior because I was Puerto Rican. But people are definitely uninformed about Puerto Rico. Which really sucks because Puerto Rico is a part of the United States.” But she admits that she deals with ignorant questions such as “Are you an international student,” Do you have a Puerto Rican passport,” “Is Spanish your first language,” and “did you take a plane here?” Adriana states that “people might see it as racist but I see it as ignorant.” Adriana also points out that she’s “lucky that she doesn’t have a noticeable accent like Sofia Vergara. So people don’t spot her out for being Hispanic out easily. But there is a lot of things that I pronounce differently that people call me out on.”
Personally I dealt with stereotypes about my ethnicity like Adriana. Especially growing up in Texas where the majority of my friends are white. I also had to deal with ignorance such as people automatically assume I am Chinese. This is probably due to the fact like Adriana stated “people are uninformed” that there are other types of Asians. Although we have stuff in common we are also different like I don’t have an accent because I don’t speak another language and I am not from a different country.But my parents, my dad specifically did the same thing when he went to college. From the stories I heard his experiences are similar to Adriana’s. It takes a lot of courage to get out of your own comfort zone and go to another country. Especially since Adriana highlighted how close she was to her family members and how different it is here in America.
Although we have different experiences and cultures it is important to recognize our similarities as well. I find that the most interesting people do not have the same environment, experiences or background as me. I want to highlight the significance of making friends with all types of people because it is enlightening to see a different perspective.
CRITICAL VIEWING: BLUE IS THE WARMEST COLOR
Thesis
Blue is the Warmest Color (2013) is a movie that changed the film industry. This movie was considered controversial due to its erotic scenes and taboo storyline. In the movie it shows the progression of two characters who are go through pursuit of love, sex, and career ambition. It follows them through multiple years and through separation. This movie has won many awards and recognition for its acting and cinematography. Although it broke down barriers of the portrayal of female sexuality it also built some.
Detection
Identification
The movie, Blue Is The Warmest Color, is the main subject of this evaluation, and can be found on Netflix.
Description
The movie focuses on a shy 17-year-old high-school girl, Adèle. During school her friends are constantly gossiping about boys, and they convince her to date one boy. While they were dating she is walking across a street and sees a woman with blue hair and is immediately attracted to this mysterious girl. After having sex with her boyfriend, she realizes how dissatisfying it was and tells him that she is a lesbian and doesn’t want to continue dating him. After Adèle fantasizes about the woman with blue hair, then shares a kiss with a friend who is a girl, Adèle is having trouble with her sexuality. She confides in a male friend of hers who is gay, and he takes her to a gay club to meet new people. She leaves this club and goes into a lesbian bar across the street, where she runs into the woman with the blue hair, Emma. They become friends, Adèle learns that Emma is an art student who is close to graduating.
While in school still, Adèle’s friends began to taunt her, claiming she’s a lesbian and begin shun her. As this is happening she becomes closer with Emma and they eventually end up in a relationship with each other. They continue their relationship for a few years and even live with each other as Adèle finishes school and becomes a teacher at an elementary school. Time passes and they realize that they have very little in common, Emma is a painter and Adèle an elementary school teacher. In a twist of events, Adèle sleeps with a male colleague, leaving Emma extremely hurt and mad. She kicks Adèle out of the apartment, who becomes overwhelmed with sadness.
The next time they see other is a run-in in a restaurant, where Adèle realizes she’s still still in love with Emma, who is in a relationship a woman with a young child, Lise. Adèle is devastated about Emma’s new relationship, but Emma tells her that she will always have a place in her heart for her. More time passes and Adèle visits one of Emma’s art shows where there is a nude portrait of her that Emma did while they were still together. Adèle congratulates her and leaves the show after talking to a young man who runs after her as she leaves but turns the wrong way and Adèle walks away into the direction of a figure in the darkness.
Creator Purpose
The director of this movie is Abdellatif Kechiche. He created this movie to be projected towards a gay and lesbian audience as a romantic drama, which is the primary purpose of the movie, along with creating a gay and lesbian genre.
Deconstruction
Myths/Stereotypes
Blue is the Warmest Color thought provoking storyline allows lesbians to be represented in the film industry. Although it breaks barriers it also implements stereotypes. Adele and Emma, the two main characters, enforce gender bias. First through their appearance. Adele is considered more feminine, by having longer hair than Emma. Emma has short hair and is obviously portrayed as more masculine. Clothing as well show their differences. Adele becomes accustomed to wearing skirts and dresses while Emma has a more masculine attire. But the gender bias become more apparent when near the middle of the film. It occurs when Adele and Emma’s relationship is longer term. Adele is seen as the one taking care of the household and stresses over the dinner party. While Emma is the one rising in her career and has built a social network. They perpetrate the stereotype that there needs to be a man and woman in the relationship. One that is masculine the other more feminine.
Evidence
Many critics state that Blue is the Warmest Color feature a “heteronormative appropriation of a gay relationship.” This specifically occurs during the fight scene between Adele and Emma. Adele is seen as very emotional while Emma is more aggressive and assertive. Like noted before this is equivalent to a men and women stereotypical relations/interactions.
Significant Omission
Another critique of Blue is the Warmest Color was that the actresses that were hired and were performing on set were not in fact lesbians. The actresses were not lesbians but were representing lesbians was seen as problematic to the LGBT community. Another issue was the 10 minute long lesbian sex scene. The sex scene was considered controversial. In many instances it did not depict lesbian sex as reality since it was two heterosexual women performing. The LGBT community was disappointed since it was another lesbian sex scene that was portrayed and illustrated through a male director. It molded the male fantasy instead of actuality of how lesbians would have sex.
Diagnosis
Meaning and Possible Interpretations
Blue is the Warmest Color is a coming of age movie where they feature pursuing love, sex, career ambitions, and breakups. It showcases a taboo relationship that goes against mainstream movies. It provides a framework for others to follow as well as improve on. The movie shows a passionate relationship which spurs from a realization of the main character, Adele’s sexuality. And shows how chaotic and harmful it maybe. The movie showed the meaning of female sexuality and the significance of how it is lost in mainstream romance movies. The movie was realistic and carried symbolism throughout. Such as the utilization of the ‘blue’. Emma, Adele’s lover, hair was blue but throughout the movie everything was tinted blue. This was supposed to bring a dream like effect to each scene and give a darker more serious tone.
Comparison with Rational Models
In comparison to rational model, lesbian relationships are do not have a more masculine or feminine, man/woman in the relationship. In the movie Adele and Emma stuck with gender stereotypes/bias. Although in the beginning of the movie this wasn’t apparent it developed once their relationship developed. In another rational model lesbian movies usually end in tradegy. This occurs because storylines for other sexuality is limited.
Potential Effects/Harm
Depicting these stereotypes and showcasing them to a large mass could be destructive to the LGBT community. It can perpetrate false fantasies and behaviors and create more typecasts. Lesbians may not feel correctly represented in a movie that is praised for representation of their demographic. This is a concern because although fiction it shows inaccurate behaviors such as sex and relations. Already there is so many stereotypes concerning the gay and lesbian community so this could be harmful to their progression.
Evaluation
Blue is the Warmest Color exposed us to a whole new lifestyle. At first, Adele did not want to accept the fact that she was attracted to girls. However, she decided to test the waters and find out what she really wanted. She went to gay bars etc., to feel out the atmosphere and decide if that is what she really wanted. She ended up realizing she was, in fact, a lesbian, and she wanted to act on her feelings. However, she did not tell her parents about Emma, her lesbian lover, even though Emma told her parents. Adele simply told her parents Emma was her tutor.
Blue is the Warmest Color taught us that accepting who you are is always the right thing to do. If you hide or deny who you are, you will be miserable. While Adele was trying to figure out who she was, she was not happy. She was confused, and she wanted people to accept her. She then realized the only person she had to please was herself.
This movie showcases a whole new side to the LGBT culture. Blue is the Warmest Color exposes a young girl who is trying to find her path. And doing so, she has encounters with multiple women, even one who is pregnant. Blue is the Warmest Color pushes the boundaries and does not sugar coat anything.
Design
Realistic Reframing
The movie could use actresses that have shared experiences to be more realistic. If the actresses were the same sexuality they were portraying it would be enhance the movie. Since the movie was criticized for having erotic scenes that were similar to porn and not realistic in terms of lesbian intercourse this could be changed to perpetrate stereotypes.
Likelihood of Change
Change might not occur due to the film’s industry need to please male fantasy than reality.
Existing Reconstruction
There is not many lesbian film movies that cast lesbian actresses. Such as the movie The Kids Are All Right both actresses casted to portray lesbians were not in fact lesbians this trend needs to be suppressed.
Debrief
Personal Belief
Watching the movie changed my perspective of the way sexuality of females are portrayed in the media. Although Blue is the Warmest Color is not considered perfect it showed a different viewpoint. The LGBT community is often depicted and portrayed in stereotypes so the movies broke barriers but they also built some. It concerns me because if this situation pertained to me I would not want to be illustrated in way I was not wanted to.
References
Blue Is the Warmest Color. Dir. Abdellatif Kechiche. Perf. Léa Seydoux, Adèle Exarchopoulos, Salim Kechiouche. Quat’sous Films, 2013. Film.
ADJUSTING TO COLLEGE
Since I have been through about a month of college I can now say with confidence that I have adjusted. College has been a big change. It is significantly different than high school for multiple reasons. I have adjusted to the environment, the workload, and the responsibilities.
The environment: Penn State has a huge campus. The first week was not syllabus week it was map week. I carried a map where ever I went and I was still lost. I am proud to say that I know where my classes are (mostly because they are in the same building and same room as one another). I am still unfamiliar with certain places. But I can proudly say I know where the main landmarks are. Being in a dorm is different. It’s probably because you have to share a space with someone else. But since I am comfortable with my roommate and we got to know each other more its fine. Like I know that she does not like the lights to be on whatsoever when she is sleeping. And we both know that whenever we study we like quiet. Also the bathrooms is a adjustment. I have to use the same shower everyday. One day I woke up 10 minutes later and someone took/stole my shower. After that my whole day seemed unbalanced. That may seem dramatic but in college you get accustomed to a routine. The actual environment like the weather at Penn State is not consistent at all. Sometimes it will pour down and than stop abruptly. One day it will be hot and the next it will be chilly. I always have to bring a rain jacket just in case because whenever I don’t that’s when the weather gets bad.
The workload: Obviously since we are in the summer everything is more concentrated and the workload is greater. But in comparison to high school I like college better. In high school there was a lot of mind-numbing work. Like worksheets and busy work that really had no point it. The only reason we were doing them was for my teachers. They had to have a certain number of grades to put in so they forced meaningless worksheets and assignments. In college, although we have less assignments the grades are worth more. This could be a good and bad thing. I also like how it is opinion-based in the assignments. Usually in high school there is a solid right and wrong answer. In the courses I am taking your opinion is a more valid answer and what is considered the ‘right’ answer is broadened.
The responsibilities: This is probably the biggest change from home life to college. Not having your parents hover over you is strange. Not having a curfew, them not knowing about your grades, or if you made your bed. Doing laundry and grocery shopping by yourself. Don’t get me wrong I do have responsibilities at home but my parents are pretty prominent in the chores factor. At home I can convince my dad to do the dishes for me but here I have to clean up myself or bribe my roommate to. But like I said I feel well-adjusted here. I have learned to pick up after myself (most of time) and I have kept up with my assignments.
I know that fall semester is going to be different then what it is now. I am going to have a full schedule and I am not going to live in a big dorm at Simmons. But I feel like summer session has helped me adjust and I am more prepared than majority of freshmen coming in.
TOP 10 THINGS I MISS
Since we are little over the half way point I am starting to get homesick. I starting to miss certain people, things, and habits. I have never lived outside of Texas and only moved once during sophomore year of high school. And it was still in the same general area I didn’t even move schools. So moving out to Penn State has been a change and its really hitting me now.
1. First on the list, is my parents. Obviously. I made a mistake of giving them the blog URL and now they check. And I know that if I didn’t put them as number one they would not pay my tuition bill. I specifically miss talking to them when we go to our favorite Korean restaurant. I miss fighting with my mom and making fun of my dad.
2. I miss my sister. Although I ignore her ongoing text I miss going into her room and lying next to her. I miss venting about our mom and my friends. I miss her so very much.
3. My friends of course (some of them). I talk to them multiple times since I have been here but it’s been less and less as the weeks gone by. I call them for advice most of the time or bore them with college stories that are not interesting at all. I owe my first week to them because they reassured me everything was going to be alright. They always say they are going to come visit and I hope they do. I miss just being myself around them and them understanding my all of my jokes.
4. Tex-Mex food,barbecue, and avocados. I know people in Pennsylvania are known for their cheesesteak hoagies. But I could care less because I just want really good Tex-Mex food. I miss splitting queso and really good fajitas with my best friend. I miss eating barbecue. Honestly if you haven’t had Texan barbecue then you haven’t had barbecue at all. Maybe its because I am getting sick of Pollock Commons food or its because I am hungry right now but I miss Texas food. I miss avocados eating in the morning with eggs and toast. Pollock commons does not serve avocados and my roommate hates them so I don’t think I can keep them in the fridge.
5. Driving. Being able to go anywhere is power. And I miss it so much. I miss singing in the car and getting road rage. I miss feeling accomplished finding a good parking spot. I miss driving down Cinco Blvd. next to my best friend and her car trying to have a conversation. I’m scared that I am going to forget how to drive. I hope I don’t.
6. AC at night. Air conditioning at night is what I dream about. I hate waking up sticky and since it is impossible for me to sleep without covers I am always hot.
7. Privacy. Even though I love my roommate. She likes the lights off right when she sleeps and we don’t sleep at the same time. I miss taking off my makeup without someone standing next to me. And taking long showers without feeling a presence.
8. Wifi on my phone. When is Simmons going to get wifi? I miss just looking up what I need on my phone. But since we do not have wifi I have to resort to my computer and wastes its battery.
9. Showering. I miss hot and cold water actually blending and not seeing a hairball on the floor. I miss singing in the shower.
10. My room. My bed specifically. I really took for granted how big and spacious my bed is. And having a numerous pillows. My room was my safe haven and I miss it. I miss the ceiling which was very tall and had wood built fixtures. I just stared at it when I am bored.
BONUS 11. I miss summer. Although I think LEAP is such a good experience and I don’t regret it at all. I just wish I could have summer longer. Being lazy and sleeping all the time. Tanning by the pool and leisurely reading. Going to the library when I wanted and reading whatever I wanted. I miss not caring as much during the summer.
AT&T IT CAN WAIT CASE STUDY
BACKGROUND/COMPANY HISTORY
The American Telephone and Telegraph (AT&T) was founded in 1875, by the inventor of the telephone itself, Alexander Bell Graham, and the two men, Gardiner Hubbard and Thomas Sanders, who agreed to finance his work. Three years later the telephone exchanges existed in most major cities and towns in the United States, which operated under licenses from what was now the American Bell Telephone Company. The company maintained a monopoly on telephone service in the United States until anti-trust regulators split the company in 1982. The company expanded and grew throughout the years. On September 20, 1995, AT&T announced that it was restructuring into three different companies. The new AT&T began changing and took action to succeed in the changing media environment. Today the corporation is one of the largest wireless carriers in the United States.
SITUATIONAL ANAYLSIS
In March 2010, “It Can Wait” campaign was launched by AT&T. Since AT&T is one of the top wireless carriers, it felt obligated to inform their customers about the dangers of distractive driving. The movement promotes safe driving specifically towards young drivers. Studies show that 43 percent of teenagers are accustomed to texting and driving and more than 100,000 distracted drivers have died each year. This lead AT&T to start a campaign for prevention and awareness. To distribute the message AT&T reached out to multiple organizations, celebrities, and audiences via social media. They also created thought-provoking documentaries, where multiple accounts were told in detail how texting and driving impacted their life. AT&T campaign is considered effective due to their message and having 5 million people pledge to the “It Can Wait” campaign.
When the campaign was first launched texting and driving was a big issue in the United States. According to the law firm Edgar Snyder, in 2009 “5,474 people were killed and 448,000 were injured in distracted driving accidents,” and in 2010 “3,267 people were killed and 416,000 were injured.” This statistic urged BBDO, AT&T’s ad agency, to start promoting awareness of the issue in 2010 starting with documentaries.
DOCUMENTARIES AND COMMERICALS/ MEDIA COVERAGE
The Last Text, the documentary, was released and produced by AT&T in 2010. And has reached 200,000 views on Youtube. In the 11 minute video it features multiple families affected by texting and driving. Near the end it shows the last text that transformed their lives. The video was used to educate the public about the tragic events that occur after texting and driving accident. It stated persuasive statistics such as “Studies show that you are 23 times more likely to be involved in an accident when texting and driving.”
A more recent documentary sponsored by AT&T was “From One Second to the Next.” This video has attracted nearly 3 million viewers over the course of a year in 2013. To spread awareness AT&T took the initiative to send the video to 40,000 high schools nationwide. Showing in the schools was an effective technique to get more viewers engaged in the movement. By utilizing an acclaimed director, Werner Herzog, they made the video “more powerful than a typical public service announcement.” The documentary brought skepticism though about the company AT&T and the message they were portraying. But the director Herzong defends the phone company, “This has nothing to do with consumerism or being part of advertising products. This whole campaign is rather dissuading you from excessive use of a product. It’s a campaign. We’re not trying to sell anything to you. We’re trying to raise awareness.”
Since the videos release many 30 second clips were shown on television. These advertisements were all sponsored by AT&T. Other than 30 second clips of the tragic stories, celebrities were included in the movement. Celebrities such as Gabby Douglas, the gold medal Olympian, encouraged people to take the pledge to not text and drive. This was an effective technique to target demographic of young drivers since she is a relevant role model in society. Celebrity endorsements can reach a wider audience effectively.
TACTICS OF SOCIAL MEDIA MOVEMENT
For the first two years of the “It Can Wait” movement, AT&T focused primarily on raising awareness of the dangers of texting and driving. From there, AT&T changed the direction of the movement from awareness to advocacy. And while the TV and video advertisements were a critical part of the campaign, social media is really where it took off. AT&T took to sites like Twitter and Facebook, creating the hashtag #ItCanWait to spread their message and encourage people to take the pledge of not texting and driving, and to then share it with their friends and followers. However, taking the pledge is not so one-dimensional; in addition to having pledgers visit the AT&T site to sign the pledge, the company offers text-to-pledge and tweet-to-pledge, both easier and more accessible options. Since then, AT&T has garnered over 4 million pledges and more than half a million “It Can Wait” tweets, and the numbers increase every day.
In 2013, the “It Can Wait” campaign gathered its focus during the summer, from May 26th to September 3rd– the “100 Deadliest Days for Teen Drivers”, a time period in which the most teen car-related deaths occur. During those months, the social media campaign intensified as “It Can Wait” delivered messages daily through Twitter, Facebook, Instagram, and Pinterest regarding the reasons why text messages teens receive while driving can wait. They also created a phone application, called AT&T DriveMode, in which the app automatically replies to text messages with a customizable message, indicating that the user is driving and will reply when it is safe to do so. Furthermore, AT&T created a driving while texting simulator on their website, aiming to show firsthand the real dangers of texting and driving, and they are touring a state-of-the-art texting while driving chair to high schools and events around the country. It’s purpose: to again, showcase the real-life dangers of texting while driving. All of these tactics put together compiles AT&T’s strategy to approaching the challenge of advocating their campaign to teens across the country.
COMPANY POLICY
AT&T has made a corporate wide policy installing the “It Can Wait” campaign. The employees utilizing the provider’s phones have to sign a code of conduct. This code of conduct basically states that employees are prohibited from texting and driving. 240,000 employees has signed the contract.
TARGET AUDIENCE
AT&T targeted teen drivers to take the “It Can Wait” pledge. Since they know the demographic they were reaching are younger they utilized social media and the Internet to start their movement. Accidents of distractive driving are generally age groups 18-25 but essentially all age groups are affected.
CURRENT STATUS OF ISSUE
Although AT&T and many other companies have supported and spread the message of the “It Can Wait” campaign, it has not made much of an impact.The number of people that were killed in result of distraction driving decreased slightly from 3,360 in 2011 to 3,328 in 2012. Although it hasn’t changed much in the numbers the campaign has raised awareness.
EVALUATION
The primary goal of the It Can Wait campaign is to get one lesson across: No text is worth a life. Everything else is mostly concerned with educating people about the dangers of distracted driving. There is a lot to take away from this campaign. While many people acknowledge how dangerous texting and driving can be, I don’t believe they ever fully grasp just how bad it really can be. I also think that people aren’t completely aware of how many people text and drive. A staggering 97% of people say that they think texting and driving is bad, yet 49% of them still admit to doing it. Even more surprisingly, 40% of those people say that it’s a habit (Texting While Driving Facts & Statistics). Also, texting and driving isn’t just limited to teenagers, as most seem to expect. 41% of teens report that they’ve recently seen a parent text and drive, while 53% report a parent texting at a stop light.
COMPARISON TO SIMILAR CASES
Many companies have joined together for the It Can Wait campaign. Despite some of them being rivals, they put aside their differences for this great cause. Most of them approach spreading awareness in the same ways, such as ads and social media. While some companies use more aggressive methods, they’re all helping in some form. Cellphone carriers have been the most active for the campaign, while others simply acknowledge their support for the cause. A few examples of companies, out of the over 1,500 who have joined the cause, are as follows.
AT&T
- Spending tens of millions of dollars
- Working with celebrities
- Social media
- Working with device manufactures to include hands-free modes
- Online simulator
- Pledging
- Documentaries (Which include first-hand experiences)
Verizon Wireless, T-Mobile, Sprint:
- Creating programs to educate people on the dangers of distracted driving
- Create ads for TV and radio
Goodyear
- Creating informational flyers
- Sending out blimps with the message
USAA
- Showing support through social media
Pioneer Electrics
- Company-wide policy: Safe Today, Home Tonight.
PERSONAL OPINION
We think that AT&T has done a great job for this phenomenal cause. Texting and driving is increasingly becoming more of a problem with our society. Teens are now getting phones at younger ages, which means they get attached to them even earlier. By the time they can drive, their phone is practically a core part of their identity. As a result, they feel more compelled to text while driving. AT&T recognized this, and started their campaign to stop it. Personally, we get annoyed when our friends text and drive. It’s dangerous to everybody in and around the car. We think that part of the reason people continue to text and drive is that they simply aren’t aware of how truly dangerous it is. In the three states (Florida, Illinois, and Texas), “Studies suggest a positive statistical correlation between social sharing, pledging and downloading an app and a projected reduction in crashes” (AT&T). If this trend continues, perhaps one day we can eliminate this horrific problem.
CRITICAL READING: EBONY MAGAZINE & COSMOPOLITAN
Ebony Magazine is one of the oldest African American publications in the country. Johnson H. Johnson created Ebony after he established himself in journalism and was inspired by Life magazine. Ebony is a monthly magazine which reaches 11 million readers. This magazine has gained a strong national reputation due to its focus on the achievements of African Americans, social issues, current events, business, health, lifestyle, and sports. It is a magazine that recognizes black culture and identity.
Ebony is predominantly read by women and mostly within in the age range of 18-49. This explains when looking through the magazine that there are more advertisements directed towards women such as hair products, makeup, and other beauty products. Although the main buyer are women, Ebony does not overlook their male readership. Articles such as “The Guy’s Guide to Grooming like a Pro” and “Best Anti-Aging for Him and Her” shows that Ebony encourages a broader audience. The magazines reader profile also show that majority of readers have or are currently getting a college degree and are employed. In the current magazine there are multiple articles on finances, interior design for homes, and new technology in careers. Since Ebony has a pretty balanced amount of readers who are married and who are single they have articles about divorces and a couple of pages down an article about finding “Romance at Any Age.” Ebony Magazine does a pretty respectable job trying to satisfy the demographic they are reaching.
Even though the magazine is dominated by lifestyle articles, self-help guides, celebrity profiles, and advertisements Ebony are not sparse on current events and social issues. Like “Injustice For All” an article highlighting the corruption of the juvenile system. And “Bouncing Back” an article that points out the significance of athlete’s participation in social activism spurred by the Donald Sterling scandal. These articles are relevant to the readers of Ebony due to the focus on injustices towards African Americans that are overlooked in other magazines and news.
While Ebony is able to be successful with a target audience, Cosmopolitan, a mainstream magazine, claims to appeal to the broader public. Cosmopolitan is one of the biggest magazines internationally and reaches 17 million readers monthly. Similar to Ebony their main buyers are young women usually 18-34. They appeal to their audience by featuring big name celebrities and have articles on fashion, health, lifestyle, and relationships.
Ebony at first glance seems like any other mainstream magazine but there are significant differences. Obviously in Ebony the models and the people who are featured are African Americans. When looking at a mainstream magazine, like Cosmopolitan, majority of the models and people who are featured are white. Since Cosmo has a broader audience and reach more households they should take the initiative to increase the diversity in their magazine. Another major difference is advertisements. For example I found pages in Cosmopolitan and Ebony both advertising foundation. In Ebony’s magazine they were advertising 18 to 30 variations of colors with a wider range of darker skin tones. In Cosmopolitan the ads for foundation were usually were all on the paler scale and the darkest color they would show would be “medium.” Another example would be the advertisements for hair products. Ebony’s hair ads focuses on natural textured hair while Cosmo had no advertisements for naturally textured hair. Cosmopolitan seems to eliminate diversity when it comes to advertisements. The majority of advertisements of foundations, hair, and beauty products were mostly all endorsed by white models.
This brought me to an experiment. I flipped through Cosmopolitan and I counted how many African American women models there were, not including celebrities. At most there were 7. For a 232 page magazine that reaches 17 million readers monthly this is disappointing. I also noticed that African Americans models who were featured had very light skin tones. None did I see were darker than a “medium.” This is perplexing in comparison to Ebony. Ebony magazine features an array of light skinned tone to dark skinned tone African American women. I don’t want to make the accusations that Cosmopolitan whitewashes African American models but I do believe it is something to take note of. Although there is no concrete definition for whitewashing it is a term used to describe the lighting of usually African Americans skin color in publications. Of course all big name publications use photoshop to enhance their pictures but when it is completely transforming someone’s race it is problematic.
In my opinion if I was purchasing a magazines I would choose Ebony over Cosmopolitan. Ebony was more informative and deemed more credible in my eyes. It focused on issues that I am interested such as social activism and current events but still had the balance of entertainment. The magazine featured pop culture I am interested in such as the Orange is the New Black cast and profiled numerous celebrities in “Ebony’s 2014: 50 Finest List.” Ebony gives a spotlight to people who are relevant in the Hollywood industry but don’t get enough recognition in the media.
I think the most common misconception about targeted audience magazines is if you don’t fit the demographic you can’t read them. What I found out is that Ebony magazine was very relatable and interesting. The content featured in Ebony was more substantial and were more thoroughly written then most mainstream magazines that I have read.
For me representation is everything. So when reading Ebony magazine I saw why the publication was started and why it is still important till this day. I want to reinforce and repeat that Ebony magazine gives a spotlight to people that contribute to American culture and society but do not get enough recognition in mainstream media. I would personally love to see a magazine that targets Asian Americans. Where Mindy Kahling, Lucy Lui, or Lea Solanga graced the cover. A magazine that I can personally identify with. Ebony magazine does just that for African Americans but it goes beyond because it sets the standard for what can be achieved in representation in publications.
OFFICE HOURS WITH PROFESSOR NICHOLS
I attended office hours with Professor Nichols last week. I remember ending our conversation with “This was very enlightening.” Because it was. We thoroughly discussed how I was Undecided and was leaning towards business due to my parents. I also mentioned to her how I am very passionate about and want to get at least a minor in Women Studies. This has always been a huge interest of mine that spurred a conversation with Professor Nichols. She recommended that I talk to my parents and meet with the Women Studies advisers that was just downstairs at Willard. I told her that if I had a choice I would want to be a social worker. And she told me a story about a student of hers who had a scholarship for science and changed her major to mass media against her parents wishes. We discussed my ethnicity and my own personal experiences. We talked about why I was at Penn State, her daughter’s college plan, and the importance of the movie Drumline. We talked about how only white people say that they are “colorblind” and why I haven’t really participated in class. Our talk was effective and I essentially forgot that I was talking to a professor. Overall, it was a successful visit.