Key Terms

1. Neuromarketing ( psychological )- A New field of marking that studies consumers cognitive and affective response to marketing.  This study measures in the brain to track progress.
- Example: researchers actually measured the brain to see how people think in relation to what they actually do. 
2. Emotional Branding-  Creating a feeling surrounding your product.
- Example: McDonald's "We love to see you smile" commercials try to convince consumers that their service andfood will make you happy if you decide to purchase their products.
3. Branding/Creating a culture around a brand-  Creating a type of mood or a feeling that people associate with your brand.
-Example: Apple focuses on how it is the better option compared to a PC.  The Apple company is branded as a better choice because of its quality.
4. Narrowcasting- Producing and designing media content in order to target a highly specific segment of the audience.
- Example: Opposite of broadcasting.
5. Rhetorical Marketing- Creating support for a product, political campaign, etc. by simply changing around words. 
- Example: Companies using certain words that will appeal to the targeted audience.
6. Under the radar marketing- Placing ads in places or in a manner that people don’t even realize it’s an ad.
- Example:  The ads on twitter.
7. Across-media marketing- Having ads in all types of media.
- Example: Social networking sites, TV, radio.
8. Product placement across media-  Using one product to promote another product through another form of media.
-Example: Throughout different movies and TV shows, characters are shown using different Apple products.
9. Guerrilla marketing- Placing ads where people least expect it.  
-Example: Trojan ads in restaurants.
10. Viral marketing- A technique aiming at reproducing "word of mouth", usually on the internet or by e-mail, for humorous, political or marketing purposes.
-Example: Big companies who place ads on social networking sites which everyone use.  These people may come across the ad and confront their peers about it.  These people are spreading the word about the ad without realizing that they were being advertised to.

Internet Debate

1. Based on this debate and previous readings What Definition of democracy do you feel is most fitting for us to use in-conjunction with our growing reliance and integration of digital networked technologies?  Because of our growing reliance and integration of digital networked technologies, I feel as though  we need to use a more direct definition of democracy.  What I mean by this is, a definition that recognizes that the internet doesn't belong to any single person.  Everyone is socially equal and has the same rights to share their ideas and criticize the ideas of others.
2. How does your answer to #1 fit into the unchecked nature of Web 2.0 technologies, and what are some tangible examples of this? Do you feel this is an important issue that needs to be addressed further?  The unchecked nature of Web 2.0 technologies are built on the definition of democracy.  Both Web 2.0 and democracy are interdependent upon one another which means they need each other to grow.  A governing body that censors people on the internet and makes sure only certain people are allowed to have their voice heard is something that is not necessarily needed.  Everyone has that right to be heard. This is something that definitely needs to be addressed further.

3. Define and describe the phenomenon of the Media echo-chamber as described in the Internet Debates. What are some examples of this silo effect, and do you believe it is an issue that needs to be addressed? Why or Why not?  The media echo chamber is related to the thought that when there is a specific space which information is being dispersed and communicated, there is a huge echo effect. People continue to take information and copy it and spread it.  There are times when people even change information  much like the game of telephone. Everyone is in a confined space is passing around this same information creating a type of silo effect which is "when a managing system is incapable of reciprocal operation with other related management systems". In conjunction with Web 2.0 there is a silo effect because often times one media chamber cannot effectively exchange information with other media chambers because the information is quickly falsified and frequently invalid. This particular issues is one that i feel should be addressed because i feel like there is so much potential for more efficient, clean and organized media . 

4. What are some ways that expertise and authority could be (or is being) enforced on the internet? Who would be behind these forces? Why do you believe are they are needed or not needed?  There are many methods being used in order to keep authority and factual information out on the Internet. There are many ways that it is being enforced on the Internet. An example of this is, when a person goes in and changes the information on Wikipedia, this is immediately checked and changed back to the correct information. Creators  of these sites are the ones engaging in the enforcement. It is important for the creators to do this in order for them to maintain credible sites that many people continue to use.  I think that it's important that the Internet is regulated, or else it would spiral more out of control then it already is.

6. Give a through example of an adaptation or improvement made by a of a social, political, or cultural group, government, business or individual to keep up with changing nature of the internet.  People continue to watch TV shows on the Internet rather than on their actual televisions.  The website freetvonline.com enables individuals to access these shows online, legally and for free.  Television networks and creators of shows realize that in order to maintain ratings, it is necessary to adapt and keep up with the Internet.  

7. Is democracy threatened by the unchecked nature of the internet?  I don’t believe that democracy is actually threatened by the unchecked nature of the Internet.  If at all times the  Internet is checked, controlled, and restrained, the idea of democracy would be non-existent.  

The Great Seduction

1. Keen's idea of democratized media is a society which everyone relatively has the same digital power. Everyone is allowed to directly upload there ideas to the internet. This democratization of media may lead to a downfall in quality since amateurs will be able to create media. Job loss is also a possibility since professionals will have a lot more competition against people who most often upload their media for free. a site like Wikipedia.org is a good example of this because it allows anyone with internet access to create media and add or change any information. According to Keen, groups of people online have too much power because they are able to use their power online with almost no consequences. Websites such as 4chan.org have histories of using their anonymity to wreak havoc on anyone they deem an enemy. The free dispersion of information and data makes it very hard for people to make money off of web2.0.


2. Andrew Keen is strictly against web 2.0 because of the opportunity it creates for copyright infringement and ambiguity. He believes that user generated content messes with economy and the creative value of culture. He supports big media over small media and he believes web 2.0 takes away "middle man" and social media sets up barriers. He is very pompous and stubborn is his approach, with a very "I'm right, you're wrong" attitude. 
Rushkoff acknowledges those problems, but he believes we have the power to change them. He mentions how even experts have been rejected on Wikipedia to show us that we really can't believe everything that we're reading on the internet. He believes that of course there are problems, but we have the responsibility to take control of it before it takes control of us. He recognizes that the media can get completely out of control but as long as we keep it in control we can really utilize and benefit from it.