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Final Reflections on Blogging and Media

In writing my original blog post on creating identities online and “prosumption”—the process of individuals acting as producers as well as consumers of media, there were a number of concepts and issues that I felt I had covered in an overview manner. I did focus mainly on the concept of prosumption and what people tend to share online—as well as the amazing influence individuals such as internet figures on popular YouTube and media channels, and the way they use their position and their abilities to convey messages and information to more interactive audiences.

While understanding that audiences have increasingly more power and influence in the kind of media developed in an age of digital media, I have found though completing the course I have expanded my knowledge slightly on the terms that define these concepts of “prosumption”. Developed by Stern and Cartwright, the concept of cultural hegemony further expanded my knowledge and understanding of audiences becoming more engaged in media production. The process involves audiences having the ability to influence the content being presented and created on media platforms, and further are able to determine what they accept and reject of messages presented to them by corporate producers. Further, the way audiences interpret the content presented to them is based on a number of assumptions and biases of the individual viewer, including values and notions of taste that is generally influenced by a class-based bias on notions of propriety and respectability, thus enforcing capitalist ideologies in media. Applying these concepts to my original musings, I have started to see a broader interpretation not only of how these content creators decide what messages they are going to present (considering not only their own thoughts and beliefs but those of their audience as well), as well as allowing me to think more critically about how I interpret media based on my own personal experiences and interpretations.

The use of media platforms that allow for audience members to become creators did not strike me at first as tied in any way to the ways in which the public economy can be effected. However, after learning through several years of watching YouTube videos and following beauty bloggers online, I’ve come to realize the economic situations of these online bloggers and internet personalities, who have come to establish careers out of promoting products through sponsorships with brands and companies. In fact, as discussed by Michel Martin, economy and politics are closely intertwined in the field of communication studies, where the intervention of political systems through rules, regulations and policies designed to further support the economic system. Martin describes this concept of political economy in relation to media on a larger scale, using Marxist theory to describe how the means of production are owned by the elite in society, and thus reinforce their ideals. However, in examining this theory directly in relation to content creators, I realize how integral internet personalities are in supporting this function. Large companies and advertisers owning most aspects of media, use influencers and bloggers for their personalized connections to their audiences to promote and support products deemed to be the most profitable for the elite, as well as promote a sense of uniqueness and exclusivity in owning the products promoted by these content creators.

Finally, Benkler presents a notion of a networked information economy in the age of internet and digital media. Differing from the industrial information economy that was depended on for information and knowledge enforced by traditional media forms, Network information economy further supports the system of content creation. However, unlike Michel Martin, Benkler maintains this content creation can be done outside of the influences of the government or the media. Benkler does argue that it must be regulated in some way through government policies (such as copyright laws and the CRTC), but in general the content is left up to individual producers. This aspect of content creation by individuals outside of external forces that are attempting to influence it helped me recognize that sponsored content in bloggers’ posts isn’t solely for the purpose of getting paid. At times, internet personalities will share their honest opinions and ideas surrounding certain brands, companies and products, as well as finds ways to bring their own ideologies into the process.

In all, I found my blog post to hold the basic concepts and ideas of my thoughts and musings in relation to thinkers and theorists in the field of communications. However, by reading further into the course, and having finished the content, I was able to identify my personal thoughts in relation to my interpretations of media texts and interaction with those around me that act not only as audience members but as content creators and the influences of the economy and government on small and large scales. The analysis of all of these concepts and ideologies has helped me clarify my own beliefs, as well as equip me with the tools to further consider the roles of economy, politics government, and dominant ideologies in an ever advancing technical and digital world.

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7.16.2018-- Post #6: Canadian identity in American dominated media

My media tracking has further made me aware of where the content I consume comes from. A lot of the music I listen to come from American artists, though often times my parents will play french artists and muscians, as well as traditonal serbian music when they begin to feel a little homesick. Almost all the movies and TV shows I watch are filmed in the United States, equipped with American producers and directors, actors and crew members. Even with the few well-known directors, actors, and producers who are Canadian born and raised, most move to the United States-- mainly to Hollywood-- to continue and further their careers in the industry. While there are a number of American created movies and tv shows that are filmed in canadian cities, they are ultimately relabeled as New York City or West Coast locations in the U.S, with little of these American productions centralized around a Canadian story or city. Companies owning the major resources of the internet, such as Google, Instagram, Facebook, Snapchat, etc. are all American made, owned, and based. That being said, radio stations are centralized to certain areas-- their airwaves only able to be picked up in specific regions. Canadian radio stations, and evem just Toronto radio stations (where I currently live) allow me to have a sense of a closer connection to my immediate environment and those around me. Canadian produced and based TV shows--although rare (in my experience) and sometimes a little more primitive or dramatic in their storylines for my taste-- instill a sense of pride and familiarity for me when I recognize locations, details, stories, and historical information about Canada contained in the show (e.g. Anne-- based on the novel Anne of Green Gables, the X Company-- the story of Camp X spy training camp in Whitby, Ontario during World War 2, etc.). Notably in film and music, Rachael McAdams and Drake are internationally renowned figures in media with distinctly Canadian heritage. In spite of slightly minimal breakthrough of Canadian producers, films, companies, and artists in an American media dominated industry, I firmly believe that even just a glimpse of Canadian heritage, history, geography, or production create a very strong sense of Canadian nationality and identity. 

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7.15.2018-- Post #5: Reflections of my role in the media audience

In constrast to internet personalities, celebrities, and some of my friends, my participation in social media is realtively minimal. I have a Facebook account mainly used as a form of staying connected with friends, gaining news updates, and reading entertaining articles; My Instagram account does have a number of photos I have posted, though I rarely post more than once every few months. As a social media user, I am a relatively passive audience member, more consuming the content with little interaction to it. I rarely comment online on political matters and debates, though I actively discuss politics and contentious issues with friends and family offline. I have noticed, in my tracking, the amount of time I spend watching movies and TV shows. However, tracking my media usage has also made me very aware of the genres of TV series and movies I watch. Most likely influenced by my father, as well as my own interests, I am consistently drawn to series and movies that have some form of political background, legal or historical premise, or social ideology that is mostly in line with my on personal beliefs, interests, and opinions. I am drawn towards media forms that reinforce my ideolgies, educate me further on the issues that I am concerned with, and perhaps even give me further information or knowledge on historical and political topics. In this sense, I find myself very infleunced and informed on my beliefs and ideas based on not only the TV shows and movies that have taught be the basics of our culture and our political/legal systems, but also by extension the articles I choose to read, the news networks I choose to watch, and what I choose to believe. 

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7.14.2018-- Post #4: Interactions with “prosumtion” and constructing online identities

With social media platforms introducing a number of live and sharing features such as Snapchat Stories, Instagram Stories, Live Streams, and IGTV, it has become easier and easier for individuals to interact directly with content and their creators, and further become creators themselves. Vlogging, creating YouTube channels, and sharing intimate details of our lives online has become trendy, and has even established into a field for careers as online personalities. To some extent, I believe these are incredible tools of influence, information, and debate. YouTube channels such as Buzzfeed As/Is creating video content meant to shatter the social norms, challenge our societal ideaologies, and share knowledge that is maybe uncommon or not widely accepted is an incredible use of their power and influence as an online newsgroup of popular culture. Vloggers and Bloggers using their large followings to talk about difficult topics such as mental health issues, post-partum and pregnancy (including miscarriages), and divorce has helped people further understand and appreciate struggles that so many face, helped individuals not feel alone in thier struggle, and reduced stigma around these supposedly taboo topics. I believe allowing every day individuals to create content, share their stories and struggles, and pass on knowledge falls in line with the exact purposes of social media and technology as it is meant to foster democracy and community. However, I also worry about how much information we now share online. Many of my friends have become very attached to making sure that every one on their social media accounts is aware of what they are doing and who they are with, no matter the occasion. Sometimes, these images show things that maybe they don’t want absolutely everyone to see (for example, parents or employers), and often allow people to paint a picture of their lives and their identities-- making it seem as though our lives are much more glamourous and exciting then they really are. This construction of an identity through social media is not only damaging to ourselves, but to those watching our 'stories’. We begin to feel as though we have to consistently be putting up exciting content, and consistently living this exciting life, and further adds pressure and fear to others who may feel as though their lives aren’t nearly as exciting, invoking feelings of anxiety and sadness because they don’t have the money to go out to dinner at that fancy restaurant, or buy those expensive clothes and products that are now inherently tied into our self worth and being “cool and trendy”.

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7.13.2018-- Post #3: Advertisements pt.2

Touching on a similar topic as yesterday, I’ve noticed and have had recent conversations with my friends about targeted advertisements online. Specifically, advertisements that have popped up for websites, goods, or services that we had recently searched for on either the internet or social media. Sometimes, it feels as though advertisements for certain commodities pop up on our computers simply because we thought about them! In reality, I know that these ads show up on mulitple platforms and internet sites I visit (even if I had searched up the good on a different site) because most of these websites and social media are owned by a specific number of companies-- Facebook owns Instagram and WhatsApp (which I use frequently to communicate with friends that live abroad), and so any remarks I make about a clothing store, or if I search for a particular service, sure enough, I will begin to see ads on Facebook, Instagram, and Google for those specific brands or items. Media platforms concentrated under just a few companies is clearly very effective in the digital age for monitoring data usage of users and then selecting specifc ads to cater to each individuals interests. It seems to be a much more effective use of money for these companies when buying space for advertisements online. However, having these very specific ads pop up everywhere also makes me concerned about how much of my data is being monitored, where it’s being stored, who has access to this data, and is it being used for anything else? 

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7.12.2018-- Post #2: Continuing tracking and online advertisements

Having filled in the data for my media usage today, I’ve noticed a few things about the length and the kind of media I use. For one, I tend to stick with a select few forms of media in my daily usage-- namely watching Netflix periodically, YouTube videos, and whenever I get a free chance, I briefly look through snapchat, Instagram, and Facebook. Another thing I really noticed when I was spending time with some friends today, was that I would unlock my phone and check applications (even without internet access) simply to fill in silence or when there was a lull in conversation. Even on the bus on the way to work (while already listening to music on Spotify), when I’m unsure of where to look, I open an app on my phone and passively scroll through with no real purpose or interest. I rarely give myself time to examine and revel in my own thoughts, or even just pay attention to my surroundings. Further, a number of people I ‘follow’ on Instagram are what have been coloqioully termed “Beauty Bloggers”-- individuals who have started blogs and YouTube channels to voice their opinions on beauty products, give advice, and create makeup and fashion tutorials as entertainment and as careers. Almost every single blogger I follow on Instagram will have a paid partnership with a company or brand in at least one post on their Instagram account. Brands will send them products and a fair sum of money (it’s unclear as to how much they are paid) to promote their products in a more personable and intimate way. Because I, as well as others who watch their videos or read their posts, trust these bloggers in some way and value their opinions, i’ve noticed an almost impulsive urge to purchase some of the products these bloggers promote, even if I have no real use or need for the item! When seeing advertisements online (for example, before YouTube videos play, or in the margins of certain websites) I usually pay them no mind and consider them a nuisance or distraction to my main goal of reading, watching a video, etc. However, in feeling an almost personal connection with these bloggers whose videos I watch on YouTube, whose posts I read on their blogs-- all describing and sharing intimate aspects of their lives with the world (and with me as a viewer)-- I feel in some way an implicit trust that the product being promoted by them is going to be worth my money. Advertisers seem to be using this tactic more and more, allowing celebrities and online personalities sell their products for them, believing that these individuals will have a closer connection to the consumers, and thus successfully selling their products.  

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7.11.2018-- Post #1: Beginning my week of tracking

Today was the first day that I began tracking the media I use in my everyday life. While it is disconcerting and quite difficult to remember to record each time I use any form of media for longer than 15 minutes, I hope by the end of this week I will learn important lessons on just exactly how much media I use everyday, the amount of time I spend doing so, and what that means not only for myself, but for the society I live in. I like to believe I use media as minimally as possible, encouraged thoroughly by my parents from a young age to read paperback novels and magazines (whether they were based on fashion or academia was up to me). However, even just from tracking my media usage today, I notice how dependant almost everything I do or want is on media forms. Watching a movie requires a TV or a computer with access to internet so I can watch Netflix. Communicating with friends and family who don’t live in the same house as me requires texting, phone calls, or social media. Even just listening to the radio, I have to search up a radio station on Google and play a live stream. My grandmother used to physcially turn on a radio machine: I haven’t seen one (that isn’t on a computer or part of a TV system) in the 3 years since she has passed. My mother’s old record player from her college years is basically obsolete due to applications like Spotify, Tidal, YouTube, and iTunes that give you access to tens of thousands of songs and artists with a few clicks of some computer keys. Both an advantage and a disadvantage, I have access to millions of works of art, movies, music, and entertainment at a few taps of my finger for a relatively low cost-- whereas my parents and grandparents had to go to movie theaters, concert halls, and labratories to have access to things like movies, music, and computer systems. With this easy access, I have an incredible amount of information and entertainment at my finger tips, but how much time does it take away from things like spending time with friends and family, or simply enjoying the outdoors?