My
paper will explore the effects that advertising and marketing on social media
have on society. We all see the advertisements in the margins of social media
sites but there are so many different ways marketers obtain information from
the consumer through these sites and then use it. Our current society is one of
consumption. Students must be taught all of the ways to they are being sold to
and be able to be critical of these advertisement campaigns by using well
taught digital literacy.
Annotated Bibliography
Boyd,
D. (2007). Why Youth Heart Social
Network Sites: The Role of Networked Publics in Teenage Social Life.
Youth, Identity, and Digital Media. 119
– 142. doi: 10.1162/dmal.9780262524834.119
Finding
ways to educate teens to navigate social structures that are quite unfamiliar
to us because they will be faced with these same issues when they are adults,
even if we try to limit their access now this is inevitable. Social network
sites have complicated our lives because they have made this rapid shift in
public life very visible to all whether the users likes it or not.
O’Keeffe,
G. S., Clarke-Pearson, & Council of Communications and Media. (2011). The
Impact of Social Media on Children, Adolescents, and Families. Pediatrics, 127, 800 – 804. doi: 10.1542/peds.2011-0054
Pediatricians
are in a unique position to educate families about both the complexities of the
digital world and the challenging social and health issues that online youth
experience (I will argue how teachers take the same position). Parents and
children must be aware of the digital footprints they leave while searching the
web and in turn how advertisers and marketers use those footprints.
Paquette,
Holly. (2013). Social Media as a Marketing Tool: A Literature Review. Major Papers by Master of Science Students,
Paper 2. http://digitalcommons.uri.edu/tmd_major_papers/2
Getting
instant information from the consumer is such an advantage when marketing
products. This is done through open and clear communication with consumers.
More often than not the use of social media sites helps exploit information
from consumers which leads to greater brand awareness.
Shu-Chuan
Chu. (2011.) Viral Advertising in Social Media. Journal of Interactive Advertising, 12, 30-43, doi: 10.1080/15252019.2011.10722189
In
the growing social media age, advertising messages are communicated through a
social networks in which consumers are connect with others, disclose their
personal information, and can deliver relevant messages to their personal
contacts using various applications and platforms. Knowing this, advertisers
look to gain a more comprehensive understanding of consumers' psychological
characteristics and design viral advertising campaigns around that.
Wright,
E., Khanfar, N. M., Harrington, C., & Kizer, L. E. (2010). The Lasting
Effects of Social Media Trends on Advertising. Journal of Business & Economics Research, 8, 73 – 80. http://www.cluteinstitute.com/ojs/index.php/JBER/article/viewFile/50/48
After
spending millions of dollars on mass advertising that consumers tend to block
out and ignore, marketers have re-evaluated their advertising methods and are
following holistic marketing concepts that focus on customer relationship
marketing and more creative, understated ads instead of in-your-face billboards
and loud television segments. Social Media gives the perfect platform for
advertisers to achieve this.
Thomas,
ReplyDeleteThis is an important issue and one that I'm glad you've decided to research. As you stated, students must be aware of ways they're being marketed to, and must develop a critical awareness of the consumer based society they live in.
Nearly all of our students spend vast amounts of time in the digital realm, and many are unaware that their digital footprint is closely monitored. studied, and then regurgitated in advertisements targeted specifically for them.
The ultimate irony for me in class is when I'll play a youtube poem, song, or short clip related to social justice / anti-capitalism-consumerism, and the class will have to wait patiently while an advertisement for a useless status symbol product plays.
I look forward to your research and hopefully borrowing some strategies you develop for teaching students how to critically think about consumerism.
Shawn,
DeleteThanks for the reply.It so interesting because I bring all these points that you wrote about up to my adult friends and many don't even realize that these marketing campaigns are happening right in front of their eyes. It is important to teach our students about it because who knows what new type of commercialism will come up when they reach adulthood.
Tom, I like your topic. I also appreciated the article you chose on pediatricians and their ability to influence families against marketing. As adults, we are many times aware of things, but do them anyways. But for students, who tend to act without thinking, this is an important topic for them to be educated on and know more about.
ReplyDeleteTom, I like your topic. I also appreciated the article you chose on pediatricians and their ability to influence families against marketing. As adults, we are many times aware of things, but do them anyways. But for students, who tend to act without thinking, this is an important topic for them to be educated on and know more about.
ReplyDeleteGreat topic, Tom. As you alluded to, we are at the whim of advertisers every web page we visit. Further, as information and data collection become more invasive practices, we are seeing advertisements catered directly towards us everywhere we go. I often notice that a web search I just conducted is the topic of the advertisement on the next web page. Other times it is more scary than that, and seems like the topic of an email has generated advertisements, too. Scary stuff that we need to educate the next generation about, so it does not become something that slips into our collective unconscious.
ReplyDeleteAgreed! What I worry about is when current students in the public school system become adults, what other types of marketing will crop up that can invade the many aspects of their lives.
Delete