Be Thankful for Broadcasting Networks, Advertising Strategies & Pluckers

Institutional factors including broadcasting networks and advertising strategies shaped the radio industry in the 1920’s by creating a means of operation that we still use in modern times.


Today, many of us rely on networks such as NBC, CBS and ABC for our morning talk shows, evening laughs and nightly news reports. These stations are provided via basic cable unlike other commercial free channels like HBO. Networks on basic cable rely on advertising to pay the network for its usage. The idea of a company required to pay for their advertisement on a network is a “win, win” for all parties. The viewer does not directly have to pay to watch the network. (I am proud to say I have watched NBC and CBS many occasions via antenna.) The network gets funded by advertisements and the company advertising benefits from the exposure from being on the network. This concept dates back before television was even invented. A time period that Woody Allen likes to call the “Radio Days."





It was in the 1920’s when institutions such as broadcasting networks played a vital role in the foundation of radio. American Telephone & Telegraph (otherwise known as AT&T) was the first broadcasting network. In 1926, the government opposed AT&T’s dominance in both radio and telephone communications. They were forced to sell their broadcasting rights to RCA, in which named their broadcasting network NBC. It did not take long until NBC had a rival competitor called CBS. All this network evolution gives rise to a whole new meaning of the phrase “the roaring 20’s.” These institutions produced the programs on the radio, implying it was them who decided what the consumer listened to. The combination of music, news and entertainment played on these stations shaped the culture. People were now more aware of what was going on globally. Now families and friends had shows over the radio to discuss and create bonds over.


What these networks did through radio has shaped global broadcasting even in modern times. Take such examples as current local radio stations to national broadcasting
networks like CBS and NBC whose birth was in radio broadcasting. These crucial institutional factors began in the 1920’s, a time when the vision of radio as a commercial commodity by David Sarnoff was coming of age. These networks needed a source of funding. In 1922, AT&T was the first institution that used advertising as a means of financial support. AT&T charged companies a fee for the use of their
radio station, WEAF. The cost of the fee was based on the amount of airtime used. This way of funding evolved rapidly, manufactures were now sponsoring programs in attempt to promote goods. Advertisers began paying to have ads promoted on airtime. This type of economic flow should seem very familiar considering it is still prominent in today’s society.


On my way to school, most mornings I tune in to the morning show on 101X. The host continually reminds his viewers how delicious the wings are at Pluckers and that it is one of his favorite places to eat. It is no coincidence that Pluckers frequently advertises during commercials. As annoying as I find these redundant radio ads to be, they have proven to be successful. I find myself eating at Pluckers every couple of weeks. Whether it was luck or sheer genius, institutional factors in the 1920's such broadcasting networks and advertising strategies had a tremendous impact on the evolution of radio. Just the possibility that I might have never discovered Pluckers and their infamous "Dr. Pepper wings" without radio advertisements makes me quiver.

Social Learning Theory Applied to Masculinity, Post 3

The concept of the social learning theory helps me understand the influence film has on our perception of masculinity, as well as my own personal media consumption patterns.

The social learning theory, also known as observational learning, basic principle is that we imitate the behavior we see in the media. This theory became prominent by the classic Bobo doll experiment conducted by Albert Bandura. The experiment proved the effects of viewing violence had on children, specifically preschoolers. During the experiment three groups of children watched a film about an adult attacking a doll with three different outcomes. Group-A saw the doll being hit with no reinforcement. Group-B witnessed the adult being rewarded after attacking the doll, while group-C watched the adult being punished after the attack. After viewing the film, the children were given the same doll they just witnessed being attacked. Groups A and B were far more aggressive towards the doll than group-C.
The Bobo doll experiment proposes we learn by observing the behavior and the outcome from that particular behavior.



Bobo Experiment Link


Focusing on films, lets apply the social learning theory to our current society that is bombarded with gangster movies, one man action renegade flicks, and overall utter male dominance. "Be a man" it seems as I have heard this phrase a thousand times growing up, but what does it mean? As a boy, I remember watching such classics as The Godfather, Rambo, and The Terminator with my friends. We idolized Al Pacino, Sylvester Stallone, and of course Arnold Schwarzenegger, these guys were not just men but "manly men." As kids, we may not have been able to get a crime boss "wacked" or shoot hundreds of people with a gun bigger than our bodies but the persona of what it meant to be a man was being instilled in us as well as millions of other teenage boys.






The documentary Tough Guise really opened my eyes to how our society views masculinity, that is in order to be a guy you have to be tough. In nearly all action movies masculinity is associated with violence, whether it's a "hero" plotting his revenge or a villain causing complete havoc. In reflection towards films, when a crime such as domestic violence is reported by the media the gender is hardly ever stated. This gives the impression that male violence is perceived as normal. Masculinity driven movies that young men flock to theaters to see, teach us the path to becoming a "manly man." In order to be tough, you need power. In order to get power, you need to dominate your surroundings and you must dominate your surroundings by violence.


Compilation of "manly man" movies here



The social learning theory also explains our own personal media behaviors. The theory states that our expectations of media is based off previous outcomes of behavior. Everybody can relate to this type of influence. Personally, this concept applies to my interest in J.J. Abrams films. I vividly remember my feelings of excitement the first time I watched Cloverfield and the anticipation I had for the remake of Star Trek. I am already counting down the days until Super 8, a film created by Abrams and Steven Spielberg is released. Since my experiences with J.J. Abrams films has been positive, his next film attracts me as a viewer. This theory can also be applied to the avoidance of media. Simply stating, we choose not to watch certain media because of a negative behavior we previous experienced. This is the very reason I am reluctant to watch Michael Bay films! After watching Friday the 13th and Transformers: Revenge of the Fallen., I am convinced this man relies on boobs and special effects without even attempting to tell a decent fictional narrative.


YAY!




BOO!

Hegemony and Ford

Hegemony’s prevalence throughout social media venues help me understand the following advertisement by Ford Trucks. Hegemony occurs when a ruling power such as big corporations use the media to create an underlying consensus around a particular set of ideas, so that they ultimately are accepted as common sense. Through gate-keeping, agenda setting, and framing , hegemony is maintained in our constant evolving society. Gate- keeping is a reference for who decides what is going to get attention. Agenda setting is the what or topic we as an audience are to think about. Framing refers to how we as an audience are to view the topic. The ruling power uses certain steps in order to carry out hegemony. First, the ruling group controls through our own consent. This occurs when our culture agrees to current arrangements set by the ruling power. Second, hegemony operates at a level of common sense. Basically this implies that hegemony uses a playing field we see as obvious. The third step of hegemony implies the dominant ideology must be made to seem natural. Nature is beyond human control, so if social media convinces us the unnatural is natural, it will go uncontested. The fourth and last step is the ongoing process of hegemony. It is not permanent, hegemony is continually enforced in order to be believed.


While explaining hegemony, I can’t help but think of big brother controlling little brother, with big brother being big corporations and little brother being us! These corporations are creating an ideology that ensures their dominance over us, the audience. It is nearly impossible to go a full day in our contemporary society without witnessing hegemony first hand. Just ask yourself, have I watched T.V., used the internet, read a magazine, or even listened to music? If the answer is yes, than chances are, you my friend , have witnessed hegemony.



It is difficult to find a better example of hegemony occurring than advertising. Ads tell us how we are suppose to look, act, feel, think , and pretty much live out our existence. A personal example would be the Ford truck or “FORD TOUGH” ad. As the proud owner of a F-150, I cannot help but acknowledge I do not fit the mold Ford establishes through these ads. This Ford tough ad begins with famous country singer, Toby Keith saying the reason he is a good spokesperson for Ford is because he is a “perfect fit.” Ford is telling the viewer, if you like Toby Keith, you like Ford. This ad is filled with cowboy hats, cowboy boots, and just about anything else cowboy besides John Wayne himself. Continually throughout the ad Toby Keith is seen driving his over-sized F-350 in what looks like a west Texas desert , while only taking breaks to hop in the tailgate and play his country guitar. Ford has managed to use all four steps of hegemony. As I’m sure most of us would agree cowboys like trucks. I wouldn’t think to ask the question, would a cowboy drive a Ford truck? Here is where the crucial step comes to play. This dominant ideology of cowboys driving Ford trucks is made to seem natural instead of cultural. Cowboys driving Ford trucks is a cultural construction not a natural one. Lastly, Ford has a strong ad campaign devoted to “Ford tough. ” There are numerous commercials instilling in us that tough cowboys must drive Ford trucks.


At first thought, I felt confused that I even own a F-150. After further evaluation, a connection becomes obvious. While I am not a cowboy, I don’t even listen to country music but I do live in Texas. Growing up in Texas with cable the past decade implies that if I want to be regarded as a “tough Texan” I should drive a Ford. Now only if I was tough.







Youtube
link to go watch Ford commercial.