LESSON 19: VLOGGING A DEAD HORSE?

This lesson we're going to explore some of the issues that come under the 'wider contexts' umbrella. These ideas are focusing on contemporary media debates and the impact of media activity on the world around us. in simple terms, where the theory meets the reality.

And it gets messy.

So, by approaching some of the issues and seeing how media theory might be applied, we can both understand the deeper complexities and make some interesting connections.

This lesson it's the future of TV. Not just the usual techno-babble, but how two recent events might indicate where TV is headed in the next 10 years.

First, let's consider the Oreo Lickers scandal and get some sense of why it was considered such a serious breach of media practice but also ASA rules and the civil law of this country.

First, let's look at the YouTube video behind all the fuss.

http://www.theguardian.com/media/2014/nov/26/vloggers-must-tell-fans-paid-adverts-asa-rules

The Dan and Phil video featured on their YouTube channel - a channel with over 2.5 million subscribers. The issue was that the adverts was required to inform audience that it was a paid for spot; it was made by the boys because they were being paid by Oreos to do so. The aim of the spot was to promote the brand identity of the product [and sales].

Whilst there is nothing wrong with a high-profile channel or celebrity using their power to market a product [and make money for themselves] it is required that they make this clear to audiences. To not do so is to deceive audiences who might view the brand or product differently if they were aware that money was exchanged for the positive exposure.

The second point might be what it tells us about the changing patterns of media consumption. 

the Dan and Phil channel attracts many more youth viewers than BBC or ITV youth output.


http://www.theguardian.com/media/2014/nov/25/teenagers-watch-tv-half-adults-ofcom-report