Unfortunately I missed the class discussion on Thursday about Media(ted) arti(facts). However, I can’t stop thinking about how many things in our everyday lives are mediated. In my opinion, the definition of a Media(ted) artifacts are facts or objects that the media portrays in a way which the consumer is tricked into thinking facts are true, but are actually “artificial”. By true, I mean believing the claims that the producer boasts about are true.
For example, this morning I woke up and read the November issue of the ESPN magazine. I turned the cover page and there was a two page spread of Roger Federer on the red clay of the French Open, with a sparkling Rolex on his wrist. Not like he was posing of modeling, he was in mid-swing backhand. A quote under the picture in large white font read, “Roger wears one”
Rolex Watch Company prides themselves on being the best quality watch in the world, and who’s to argue? Marketing and advertising campaigns are meant to deceive the reader into really believing what is said, in this case the reader may walk away believing Rolex is the best watch in the world. This is obviously not true, because I am not a material person, and a watch is a watch and it tells time. But to some, a watch is not a watch, and quality matters. Not to say Rolex has this affect all the time, as I do not know much about the Rolex Watch Company, but sometimes objects are advertised so well on the market, they have a lasting affect in which even the replicas can sell for close to as much. For example, Jordan shoes, even the fakes can sell for $100 even $200 because the vintage Jordans are so valuable because the advertising and reputation values them to be.
Regardless if it is a Rolex, Jordan shoes, or TV shows all of these things are advertised on the market and cause the consumer to value them at much higher value than they really are. Jordan shoes are just a bunch of leather and other material sewn together, and Rolex is a bunch of higher quality metal constructed together. And TV shows such as Jersey shore are a bunch of people acting to a script, but the reality of Jersey Shore and the crowd that it draws automatically makes other reality television shows realistic.
I think you are right about the power of advertising. A lot of people brought in magazines and as you flip through the pages, most of it is advertisements for products that the targeted magazine reader will like. So, Vogue, which is targeted for women, has a lot of clothes and perfume advertisements. Meanwhile, ESPN, which is targeted for men, has rolex watches and perhaps cologne advertisements. The fact that a magazine would sponsor these items, makes them seem more valuable to the customer. Especially if one of the celebrities they like is wearing it.
ReplyDeleteThere is a section in a magazine (US or Life and Style) that is called "Stars just like us..." in which there are pictures of celebrities doing "normal" things, such as grocery shopping. We have put celebrities on such a high pedestal that in a sense, many consumers have come to worship them. As a result, there is also a desire to imitate them. Most things that celebrities wear these days and say in interviews is probably organized by their PR manager to advertise a certain designer or product.
Maybe with the recession this form of advertisement will decline since the products being sold are expensive and the magazines themselves are losing subscribers. But, consumers have become quite fixated with celebrities, so I guess only time will tell.