Sunday, November 24, 2013

My Interview with Sarah

For this week’s assignment we were asked to conduct an interview with an adolescent about their use of digital technology and social media. I chose to interview my neighbor Sarah who is 18 years old and is a senior in high school. As an 18YO, she is at the end of her “adolescent years” and being much more mature than the average 18YO that I have had in some of my classes, in my mind she doesn’t really classify well as an adolescent, she is definitely a young adult. However, I decided to conduct my interview with her anyways because I know she uses technology a lot, is friends with a generation of digital natives, and has a bit of a digital immigrant experience in that she did not have high speed internet access at her house until four years ago. In addition, I know her parents have instilled a strong sense of right and wrong in their whole family, including Sarah’s older brother and older sister. I believe, and is shown to be true in the interview, that this not only makes her conscious about her own use but she is aware of the “normal” or “abnormal” behaviors of her peers and could shed some light on interesting questions.

              
You can listen to the interview by going to my Soundcloud account at this link and click the play button.. However, I wanted to highlight some of the things she said that I find most interesting.

SOCIAL ENGAGEMENT – I asked her a few questions about whether digital technology has affected her ability to engage socially with people in a traditional sense, such as having conversations with people either in person or on the phone. As I suspected, she was confident that she and her family (parents and siblings) make an effort to actually ignore their technology and try to engage with each other at the dinner table, on trips, and other times when family connection is appropriate. However, she did give examples of other people she knew that definitely had a “problem” with being able to put the cell phone away when it wasn’t appropriate to use it. We also talked about “phone phobia” where people prefer to text message instead of call somebody because of the unknown elements of the conversation and being afraid of not knowing what to say. What surprised me was that she agreed that is described her, that she actually had a sense of phone phobia for that exact reason. I was also surprised by a comment that she made regarding other students in her school that had such poor conversational skills and such a lack of confidence that they would avoid going to talk to their teachers in school even when it was a critical issue. This really caused me to step back and think about my students and advisees at the college. It seems every year I have less and less students coming to see me outside of class, during office hours, etc., to get help with problems they are having. Yet, I see continuous declines in test scores, homework performance, getting into the right classes at scheduling, no direction of career goals, etc. Is this because they “don’t care” as I and many of my colleagues have been speculating? Or, do they really not know how to talk to me? Maybe setting up that twitter account isn’t a bad idea after all. Maybe I should create a Facebook page separate from my personal page and dedicate it strictly to advising. Maybe having “virtual office hours’ in Second Life will make a difference.

EDUCATION – We discussed a couple different things related to the use of digital media in schools and education. There were two highlights of her answers I feel are worth mentioning here. She mentioned in a couple different answers how important it was for her to have access to the internet to do her homework. In fact, she said that she will sometimes look up information on subjects or answers to questions when she knows all of the information is in her textbook. She finds it easier to look it up online than to try and find it in the textbook. We also talked about teachers and schools with rules against using or even bringing cell phones to class and her insight was extremely interesting. She essentially believes that when a teacher has a flexible policy where they let students bring them and use them in a controlled manner that isn’t abusive or distracting to other students, the students typically respect the rule without any issues. However, when teachers set strict rules against the use, students have a sense of rebellion in them that makes them want to use them anyway and try to break the rules. In our department back at the college, we have had numerous discussions about creating a department wide policy against cell phone use in classes and labs. I personally have never really liked this idea because I have always been one of the more flexible teachers in the program. I never make an issue about it with students, I never let it distract me, and I have never typed rules against it in my syllabus. Therein lies the problem with my department, because other teachers feel that they can’t effectively create a rule and enforce it if the rest of the teachers (me) don’t go along with it and join them. Until I heard Sarah’s insight on this, I never had a good reason for not going along with my colleagues in my department. I guess I just wrote it off to being “scared” to enforce it, not being comfortable with confrontation, not knowing what to do if I tell a student “turn it off” and he responds with “No. Why? What are you going to do if I don’t?” Now I feel like I actually have a good reason not to make a rule against it. I believe my students have the maturity to respect my flexibility and not abuse it, and I feel that if we try too get strict with it, we will be creating a rebellious environment which becomes a distraction in itself.

BULLYING – This was a small part of our conversation and for the most part Sarah only confirmed what most of us already knew. Cyberbullying does take place, it does happen in the real world, even in small communities, and it can get really bad and be extremely hateful. Furthermore, she also confirmed that she felt it was easier for somebody to cyberbully another person instead of doing it face to face because without the face to face contact, you don’t have to worry about how they will react, at least not in a direct instantaneous way. However, she did mention something a term that, not having a twitter account or being a tweeter, I had never heard of. It’s called “subtweeting.” Believe it or not, it is quite common knowledge among twitter users and I looked it up in the “Urban Dictionary” http://www.urbandictionary.com/define.php?term=Subtweet. It is a form of Cyberbullying where somebody will tweet negative comments about somebody else without using their name or Twitter username.

PRIVACY – This was also a small part of the interview where I asked Sarah how she felt about people digging into her private life through social media and whether she felt a sense of loss of privacy as a result. She first indicated that she was conscious of this potential and therefore was very careful to never post something that revealed anything she wanted to remain private. At the same time she was aware that colleges and businesses often looked at social media sites of students during application processes to make decisions and therefore she was conscious to never post anything negative, but did feel that there was a sense of privacy invasion, and that colleges and businesses didn’t really have a right to dig in to your personal life like that.

In summary it was a great conversation and I learned a lot by doing this assignment. It has actually helped me piece together a number of things we have covered in this class, and other topics from the other classes I am taking. I have struggled to see how some of these things fit and can be applied in my environment, and I am still not 100% clear on everything, but doing this assignment has really helped me move forward. Thank you Sarah!

Sunday, November 10, 2013

MEDIA EDUCATION

Marshal McLuhan made a number of observations and prophecies throughout the 1960s and 1970s as he observed the effects of media, television and predicted the effects of the electric age of information. I find many of his predictions amazing as we have seen recent evolutions of digital media and social networks utilizing the Internet, the evolution of Web 2.0 to Web 3.0, verifying his predictions to be true even though they were made over 30 years ago. One observation he makes is shown in a short video clip called End of Secrecy (1974). In this video clip McLuhan discusses how in the age of electric information there can no longer be any secrecy. He uses the Richard Nixon Watergate scandal as an example and also includes how it will be impossible to hide anything in politics. He also discusses the concept that there can be no more “monopolies of knowledge” where only certain people have certain knowledge and others who wish to learn that knowledge must go directly to them to get it. Today, both observations of McLuhan are proving true with digital media, television, and the Internet. Political scandals and corruption, both true as well as exaggerated, are hitting television and web sites daily. The overwhelming distrust and dissatisfaction people have in government is a direct result of digital news media, social networks, and mass media. We are also now seeing an overwhelming amount of “shared knowledge” applications with the use of the Internet for academic research, collaboration, and open courseware in education.

While McLuhan made these comments in the same two minute video clip, to me they are essentially two different outcomes, agreeable that they are derived from the same sources, but have different implications on education today. First, in terms of the secrecy factor, it is important to understand that not everything we are seeing as being “exposed” is completely accurate. In Toward Critical Media Literacy (Kellner and Share, 2005) the statement is made “Media do not present reality like transparent windows or simple reflections of the world because media messages are created, shaped, and positioned through a construction process. This construction involves many decisions about what to include or exclude and how to represent reality” (p.374). We have all seen this numerous times where news media, either on television, radio, or the Internet portray a situation or circumstance, usually political, in a way that is not completely accurate and is often times misleading. They leave out certain parts of the story, or exaggerate other parts of the story, and add in artificial visuals, sounds, music, etc to play with people’s minds and try to tell a story that is borderline fictional. Their motivations to do so are arguable and I do not wish to speculate on them in this blog, but there is common knowledge that it happens. As Kellner and Share point out, an understanding of this is the first step for students engaging in critical media literacy to be able to sort out everything and construct their own knowledge and make their own decisions (p.381).

In terms of Internet based research and open courseware in higher education, the issue of ethics becomes central to the discussion with application in many contexts.  Such contexts include intellectual property rights, copyright laws, and plagiarism (De Gagne & McGill, 2009, p. 3 – 10). These issues present a need and opportunity to incorporate ethics education into critical media literacy, both for students as well as teachers.

REFERENCES

Marshall Mcluhan Speaks – Centennial 2011, End of Secrecy (1974), Retrieved from http://marshallmcluhanspeaks.com/electric-age/1974-end-of-secrecy.php

De Gagne, J. C., & McGill, B. A. (2009). Ethical and Legal Issues in Online Education. Journal of eLearning and Online Teaching, 1(7). Retrieved from http://www.theelearninginstitute.org/journal_pdf/JeOT%20-%20Ethical%20and%20Legal%20Issues%20in%20Online%20Education.pdf


Kellner, D., & Share, J. (2005). Toward critical media literacy: Core concepts, debates, organizations, and policy. Discourse: Studies in the cultural politics of education, 26(3), 369-386. Retrieved from http://one2oneheights.pbworks.com/f/Kellner_critical_media.pdf

Thursday, November 7, 2013

Advertisement Deconstruction

I performed an advertisement deconstruction activity using a television commercial from the 2013 Super Bowl game. The commercial was sponsored by Anheuser Busch and the Budweiser brand. For those that watched the event, you will most likely remember this ad as being the story of a young Clydesdale pony growing up with his trainer to be separated and then they reunite at a parade. For those who are not familiar, or maybe forgot, here is the link to the video. http://www.nfl.com/videos/nfl-super-bowl-commercials/0ap2000000134659/Brotherhood

What did I learn from this activity? The deconstruction framework given to us to perform this activity itself taught me a lot about critical literacy relating to media, regardless of the actual advertisement. Understanding the small details to pay attention to such as images, logos, camera angles, lighting, music, messages, stereotypes, and dozens of other criteria was a great eye opener. Since doing this activity I have noticed myself picking apart television commercials as I watch shows with my family. Obviously without being able to go back and replay them over and over it is hard to catch a lot of details, but commercials are much more interesting to me now, despite what the actual product is.

For the specific advertisement that I chose though, I am not sure that I had any major revelations, and therefore am concerned whether my choice of advertisement was a good choice for the intended purpose of the advertisement. There were not a lot of “negative” or deceitful strategies or schemes to the advertisement. It was a heart touching warm fuzzy feeling story that did not really show much of the product at all. In fact, if you would have asked me before doing this activity if that commercial even showed one can or bottle of beer in it, I would have said “no.”After reviewing it several times for the deconstruction activity, I did in fact notice a Budweiser bottle for about 2 seconds. The Budweiser logo was displayed multiple times and was more obvious, which leads me to a more important question I think…what’s the point?

What is the point of the advertisement? To make people cry? To make people smile? To sell beer? How are they trying to sell beer if they only show beer in 2 seconds out of a 60 second advertisement? To answer this I decided to do a little searching for information on marketing and found a number of resources that help to understand that advertisements like this one are simply following theories of marketing, especially theories related to the concept of “ad-evoked feelings” (Pham, Geuens & De Pelsmacker, 2013, http://www.columbia.edu/~tdp4/Pham-Geuens-DePelsmaker%20(2013)%20Ad-Evoked_Feelings%20--%20forthcoming%20IJRM-%20April%202013.pdf). The story in the ad is nothing more than an attempt to make people have a more positive evaluation of the brand. One could speculate on various direct and indirect results of having a positive evaluation of a brand, but ultimately the end goal is that more people will buy specific products (Bud regular, Bud Light, Bud Light Lime, Black Crown, etc) if they have a more positive evaluation of the Budweiser brand.


In addition to the Budweiser commercial, there were a few other commercial aired during the 2103 Super Bowl that I believe are following the same marketing strategy and do not really display any product in any significant time, they just tell a story that affects people’s emotions and then display their brand logo. Some examples include Coca Cola Security Camera (http://www.nfl.com/videos/nfl-super-bowlcommercials/0ap2000000134697/Security-Camera), Chrysler Ram To the Farmer in All of Us (http://www.nfl.com/videos/nfl-super-bowl-commercials/0ap2000000134685/To-the-farmer-in-all-of-us), and Jeep America Will be Whole Again (http://www.nfl.com/videos/nfl-super-bowlcommercials/0ap2000000134679/America-will-be-whole-again).