Ron Burgundy, 11/3

Today in class, we finished up our discussion on Horkheimer and Adorno and their critique of the current media/culture industry. One particular quote that I found extremely interesting dealt with the merging of advertising with the culture industry. Horkheimer and Adorno write that “advertising and the culture industry are merging technically no less than economically… in both, the same thing appears in countless places”. This quote is referencing product placement that often occurs in television and film, sponsorships by companies of popular artists, as well as the use of celebrities as spokespersons for products. Advertising has become part of the storyline as a character in a television show tries out a new product, or buys a new car, promoting a certain brand through the plot. Advertising becomes part of cultural events such as concerts, and sporting events are sponsored by the companies and therefore are decorated with banners of their logos and stands that hand out free promotions of their products. Celebrities who serve as main influences of popular culture today even merge with advertising as they become spokespersons for different products, receiving significant sums for being seen with a particular brand and that brand only. In this way advertisements become part the event, part of the trends, part of the culture industry that is passively consumed. This concept of the merger between advertising and the culture industry is also discussed with Jenkins as he explains the concept of “media convergence” by which various media forms are used to promote a single product. This in essence is advertising at its best as each type of medium, book, website, film, etc. promotes the last and sells a commodity. It is almost as if the story is no longer an attempt at a piece of art or work but rather a detailed advertisement created to sell a product. In my opinion, the opportunity that large companies have in advertising their products through product placement, sponsorships is extremely dangerous. When large media companies allow this sort of advertising, it is solely because of the profit they are making from the companies advertising their products. This follows the market model for the media which is based upon profit rather than public sphere, therefore not serving the interests of the people. Currently the FCC does not regulate product placement advertising, only the advertising time for commercials. In my opinion this should be something that is addressed for media policy as it may prove to promote programming that is more for public interest rather than the market model. In Italy such policies are in place that regulate advertising within programming so that branded products are not allowed to be seen in shows and when advertisements are shown between shows they have to be addressed as advertisements with pre-claimers. Perhaps this is a policy that we should consider since the line between advertising and programming continues to be blurred.


p.s. I put the link to the article on the defense of the balloon boy on the last post with the name of the author. Its a great article so you should definitely check it out!