Trey Pichon
A Video’s Worth
If a picture is worth a thousand words, imagine what a video is worth. I believe a video is far superior to any written work; given the video is done in a professional manner. Videos allowed me to, more effectively and accurately, shape the image the readers or viewers saw in their mind. A written document leaves the formation of mental images, to the reader’s imagination. For me to fully gain control of the interpretation of my work, a video is necessary.
There are certain drawbacks, I found, to creating a video project. For one thing, I had to pay attention to many more variables and details in my work. A video appeals to not just to an audience’s sight, as does a written document, but it appeals to their hearing also. This meant double the details I had to consider and create. When creating my video I had to find music, pictures, text, and video to represent my thoughts and feelings. I feel this is far more difficult to accomplish than simply writing down my thoughts and feelings. On top of the content, I had to make sure the video flowed and continually held the viewer’s attention. When composing a written document, I face the same problem; however, the added variables of a video make it much more cumbersome. I had to make sure I put transitions between scenes to insure that the viewer barely noticed a jump to a different scene.
There were many upsides to the downsides, of creating a video, too. One upside came in the form of increased reader or viewer-control. I was solely responsible for shaping the viewer’s thoughts and opinions formed. A viewer has much more freedom in reshaping dislikable parts of a work when it comes to a written document. With a video the viewer can form his or her own mental images to interpret the content of the work. I give them the mental images and they have no choice but to use them. With a written work all of the reader’s beliefs, past experiences, and other qualities can affect his or her mental images formed. With a video these traits can only affect whether or not the reader or viewer agrees or disagrees with the video; he or she can’t manipulate the content. Another upside was the amount of express-ability and freedom I gained from creating a video. There were countless more unique and organic ways that I could express my ideas with a video.
Overall I believe a video is a million times more effective than a written document. A video gives me greater control over the thoughts formed from my work, by readers or viewers. Even though there are, at the very least, double the variables to consider when making a video; it’s worth it. I am able to appeal to more of the reader or viewer’s senses which allows me to forge a stronger connection with him or her. A stronger connection means a more effective piece of work.

Antonio Elosua
Mr. Perez Tejada
English 1101
November 2008

Mass media refers to a specific section of the media that is designed to reach large audiences, even whole nations. There are many forms of media that companies use to broadcast their desired message. Television, radio, newspaper, magazines, and the Internet are the main outlets of media transition. As a student in college, your eyes begin to open to all the different forms of media and your opinions start to be influenced by them. Your media sources influence your opinion, and help develop your thoughts and attitudes.
Our society depends on the communication between the audience and the producers of media. Things we come across on a daily basis may influence our decisions. As a common user of media products encountering the newspaper, television, magazines, and the World Wide Web on a daily basis is nothing new. 95% of the media we come upon is owned by 5 media conglomerates that may, in effect, change millions of opinions. Time Warner, VIACOM, Vivendi Universal, Walt Disney, and News Corporation have been known for having tremendous impact on the public’s perspective, especially when it comes to politics. A newspaper published by a conservative media conglomerate will have certain points of views and facts that may not be mentioned in another publication for the benefit of appealing to their customers.
According to conservative critics of the media, network shows like NBC, CBS, ABC and newspapers like Newsweek and The New York Times have liberal principals. In a survey conducted by the American Society of Newspaper Editors, 61% of the journalists for ABC were members, or supporters of the Democratic Party. Rupert Murdoch and Richard Parsons, CEO’s of News Corporation (Fox News) and Timer Warner respectively, have been considered heavy supporters of the Republican Party. Groups like FAIR (Fairness and Accuracy In Reporting) have been trying to monitor and analyze misinformation from the U.S media. These watchdogs have helped raise awareness so that the American public is conscious of what some media producers care about; profit not facts.
As a case study, none can be better than the media coverage of the war in Iraq. Ann Scott Tyson conducted extensive research on this topic and even found out that “In September, Vice President Dick Cheney, appearing on television, cited a poll that he said showed 60 percent of Iraqis wanting US forces to stay in Iraq "at least" another year. He failed to state that the same poll showed 64 percent of Iraqis want the US to leave within a year, says Zogby, whose firm conducted the poll (Tyson).” Again, this is a great example of how naive we may be when listening to the news, and by naive I mean we listen and believe. Most of the American public needs to learn how to become active listeners and analyze the data they are unknowingly absorbing.

If you’re only going to remember two things about this essay, firstly, realize the amount of media we encounter every day. Secondly, when reading the news, especially on the television, make the transition from being a passive listener to an active one.

References
Tyson, Ann. "Media caught in Iraq's war of perceptions." The Christian Science Monitor 18 Nov 2003 16 Nov 2008 .

Alternative Media - How it pertains to college students

Richard Leverson
The Power of Video

Videos are able to capture the audience’s attention through images. In addition, a video enhances its images with music or commentary increasing the impact of the video. Through visual stimulation and auditory messages, videos have significantly more impact on an audience than written words. Videos can be so powerful they can effectively support an argument and influence opinions.

Some of the first languages in the world were languages of pictures. The video is an evolution of the language of pictures. People tend to absorb and learn material better through images. Images are more useful in helping people recall information. Video’s use of visual stimulation enhances a person’s ability to remember and recall more information than written words. The power of video is far superior to the use of written word.

Videos are a great way to present information. Information can be presented in a shorter time with videos and have more impact than text. A video displays information to its audience at the same time telling them something also. A video can be used to present an argument and support it with images and commentary simultaneously, having more impact. Showing someone how to go about doing something is a more powerful way of teaching them. Political ads are becoming more popular now as a way to gain votes since images are such a powerful way on supporting an argument.

The more imaginative and creative a video is, the more the audience can be influenced through visual and auditory stimulation. To stimulate audiences videos can have animations or clever transitions. An animation can create a new exciting way of seeing something that you normally do not see. Transitions don’t actually add substance to a video, but putting in transitions from image to image will make your video more eye-catching and therefore more influential and effective. Colors and fast paced images can influence an audience effectively. Using “stylish” color schemes or making many images that are able to support an argument in a small period of time can increase the awareness of an audience. Music can bring your argument to life and keep the audience interested in the images that are being displayed. A song that has lyrics that tie together the images of the video can influence an audience to remember the content of a message. Commentary can also stress major issues that images may not present to the audience. Narration can be just as effective as written word.

Information can be conveyed in written words as well as through the images and audio of a video. Videos, however, capture the attention of an audience and keep it, unlike simple text. Videos can significantly influence an audience through multiple sensory stimulation and create a most lasting impression of the information. The more senses that can be targeted by an argument the more memorable or influential an argument can be to the audience. If an audience retains the information longer, the argument that is being made is a more effective way of presenting a statement.

Final English Essay

William Cole

Final Paper

November 30, 2008

Professor Tejada

Lights, Camera, Action: The Adaptation of the Movie Industry in our Changing Society

Ever since the earliest emergence of the movie industry, films and the

industry as a whole have adapted to our constantly changing society. They have both

influenced our culture, and the way we view our culture , as well as how we make

decisions as individuals. Even in a society that has multiple modes of

disseminating and obtaining information and ideas, the film industry

has remained a relevant and important way to spread one’s views to a widespread

audience.

The first motion picture film ever produced was The Story of the Kelley

Gang, which was an Australian film about the notorious Ned Kelly. It was a silent

film, made in 1906, and ran almost eighty minutes. Audiences were captivated as the

story of the infamous outlaw was vividly brought to life off the pages of story

books. As more and more people gathered to see films, motion picture studios began

springing up all over the world. By 1910, almost 10 countries were developing

motion picture films. This created one of the first convergences of cultural

technology. Movies told stories in ways that books could not, and film became more

widespread, more people began seeing the same films. Perhaps one of the most

poignant films to come out during the early 1900’s was The Birth of a Nation. The

movie is about the impact of the Civil War through the eyes of a bigoted white

southerner. This controversial film caused protests and sparked many arguments, but

made several million at the box office. It paved the way for filmmakers to produce

movies with even more daring, and at times quite biased, subjects, allowing larger

numbers of people’s views to be heard and subsequently discussed.




By the mid 1920’s, producing films had become much more efficient, and the

U.S. alone was producing over 800 films annually. People from all aspects of life

wanted their voice heard through the art of motion pictures. National and world

events, such as the Great Depression and the World Wars, gave people even more to

talk about. Motion pictures had become a way for people to not only retell events

of the past, but offer viewpoints and insight into current events, especially since

the time it took to produce movies had become much shorter.

The 1950’s showed the rise of television, which threatened the medium of

motion pictures. Filmmakers had to find new and inventive ways to draw in their

audiences. Filmmakers became progressively bolder with the subject matter of their

films. Big budget films, or “blockbusters” as they are commonly referred to today,

began to spring up, often in the form of historic epics, such as The Ten

Commandments, Spartacus, and Ben Hur. Over time, television and cinema have found

more ways to coexist and even complement and promote each other. Television

programs are now often adapted into movies, or vice versa. Television ads are now

shown before movie film previews. And of course, movie trailers shown on television

during commercials are a major marketing tool for movie production companies.




The 1970’s brought on a wave of controversy in the film industry. While

once left up to the imagination, directors now began to depict graphic sex,

violence, and drug use. This came as a result of studios allowing their directors

more freedom on their projects. Many films made during this era were surrounded by

controversy. These explicit references were a new way for directors to get their

point across, captivating and shocking the viewer with explicit images and therefore

making their film less likely to be dismissed. Movies such as A Clockwork Orange

offered moviegoers a new, edgier, and uncompromising exposure to the director’s

vision.

The 1980’s ushered in the era of VCR’s. Movie rentals through video

stores became a serious source of revenue for movies that had already been through

theatres. VCR’s allowed people to watch movies on VHS, providing the opportunity of

repeat viewings for almost any movie. This development completely reshaped the

motion picture industry. People could now watch a wide collection of movies at

their discretion. This also allowed for the study of movies at colleges and other

places of study, because a movie could be rented or purchased for use at any time.

The 1980’s also ushered in the era of movie sequels. Studios realized the

profitability of making sequels to movies that were successful. Fantastic sequels

to Star Wars and Indiana Jones emerged. However, this also led to dreadful sequels

spawning from already terrible movies , such as Porky’s IV and Police Academy V. In

addition to bad sequels, studios often unabashedly tried to imitate popular or

bankable titles, usually resulting in a sub-par movie.



This brings us to recent times. The rise of independent films has led the

way to even more extreme and vivid storytelling. Hyper-violent movies such as Pulp

Fiction not only revolutionized cinematic storytelling, but also proved that

independently produced films could be successful at the box office. This cinematic

success has led to a continuing rise of independently produced films that often

times deal with very unique or explicit subject matter. Because independent films

are produced on a much smaller budget, directors must find creative ways to hold the

audience’s attention, often coming in the form of extreme subject matter, or in bold

directorial techniques, such as filming in black and white or withholding the payoff

of the story until the very end. Also, documentaries have become much more

commercial. This is perhaps due to an increase in globalization and the invention

of the internet, which allows people to remain more easily updated and involved in

current events. The 21st century has seen the invention of many different methods

that allow for the easy shooting and distribution of self-made or independently made

films. Websites and magazines now give specific directions on almost any aspect of

writing, shooting, or distributing a film. Sites such as YouTube allow the easy

distribution of any type of film medium, giving one access to films on almost any

subject.




In conclusion, all these inventions have ultimately led to the increased

globalization of the movie industry. Films have become more pertinent than ever

before, because there is no film making boundary that cannot be crossed. Any

subject matter can be covered, and any story can be told. Technological and

artistic innovations throughout the years have accumulated to what the film industry

is today. Currently, and with the help of the internet, filmmaking has turned


into a global affair, whether we like it or not. But most importantly, and perhaps

the reason the film industry has survived for so long is this: The accumulation of

motion picture advancements has given people choice. Now, society as a whole has an

immediate and direct influence over filmmaking. We decide which topics and fads are

relevant at this time, which directly influences the movies that are chosen to be

made and watched the most. By either participating in creating a movie, or viewing

someone else’s film, you are directing the ebb and flow of our society and its

interests. As our interests as a society as a whole change, so does the direction

of the film industry. Motion pictures have remained relevant because there is no

set formula for making a film. There are just as many ways to make a film as there

are films made, and each way brings something new to the table. Films also have no

timeframe. Some films made 50 years ago are just as relevant as ones made

yesterday. Motion pictures will continue to relevantly shape our society as long as

people still have a voice or opinion they believe should be heard.

An Act of Loyalty by Derek Westee

One television show, “American Idol,” was able to sway one-third of Americans citizens who had never sent a text message to suddenly start voting with their phones, resulting in millions of dollars of revenues. How can one show become popular enough to completely alter citizen’s minds into suddenly text messaging simply to vote for their favorite singer of the week? Advances in affective economics create opportunities to learn more about the behavior of consumers when watching certain television shows. The idea of affective economics is to look more at what the consumer wants in a show rather than only checking numbers and revenue. Commercials will make much more money for a television show that is able to produce a slew of citizens who will drop everything every week to watch the new episode. Through the use of affective economics, television media is suddenly changing the manner in which it functions by fulfilling the needs and demands of consumers, which in turn will result in the sale of more products and the realization of greater revenues.
In the past, media conglomerates believed that they would maximize revenues by airing the greatest possible number of commercials during a show. With the new theory of affective economics, it is believed that the greatest number of viewers can be hooked by creating loyalists. “Loyalists are more apt to watch series faithfully, more apt to pay attention during advertising, and more apt to buy products” (Jenkins 63). Markets are now paying attention to the needs of the

consumer in order to increase the base of citizens who will watch the commercials and thus purchase the advertised goods. If an enormous amount of citizens watch the same television show weekly, it will increase the chances that they will stay on the channel even during commercials, not wanting to miss a moment of the show. After watching every commercial, there is a much greater probability that this group of people will purchase the products shown. As a consequence, the new culture is adapting to the needs of both consumers and producers. The market becomes completely balanced when the loyalists enjoy entertaining shows and the producers receive larger amounts of money.
The number of commercials on a television show completely depends on its popularity. As a show gains interest among society, advertisers are willing to spend more money to show their commercial in the time frames during which that new television show is aired. In turn, the loyalists who continually watch the entire time slot will view the new products that will later be purchased. Thus, loyalists have gained an immense amount of power due to affective economics, as they have caused the airing of certain commercials due to their loyalty to a particular show. In order to gain more viewers, marketers must also attempt to relate to viewers who are termed “zappers” and “casuals.” “Zappers” are considered people who constantly change channels and can never decide what to watch. Marketers have trouble actually getting zappers to watch a commercial as a result of the continual change of channel. On the other hand, advertisers have a chance to get to the casuals, who are the consumers that are generally somewhere in the middle, watching the occasional show and also flipping through channels. If a television channel can successfully sway the opinions of casuals, then the most profit will be generated by the show. This is important because the casuals have the largest probability of changing the channel during commercials, which would overall lose money for the advertisers.

Product placement has become another drastic change brought about by the concept of affective economics. Television shows are now being paid to place name-brand products in certain locations of the set in order to stand out to the viewers who will ultimately become the consumers. The idea is that if a consumer sees that his favorite television star is eating a certain brand of cereal, then he or she will want to go out and purchase the exact same brand of cereal. The television show “The Apprentice” heightened the power of product placement, which resulted in a drastic increase in revenue. Other famous shows such as “Seinfeld” also use methods of product placement to reach out to consumers. This idea reaches out to the consumer, making them feel as though they are special since they utilize the same types of products as the stars on television.
Brand extension is also affecting the general market of consumerism by using multiple contacts to reach out to citizens. This is the idea that, “successful brands are built by exploiting multiple contacts between the brand and the consumer” (Jenkins 69). The television commercials that generally show the product to the consumers are now shown at sports events, movies, and even schools. A new version of the skateboard that can be seen on television commercials was brought to high schools and allowed to be tested by the students in order to increase their desire to purchase it. After each session, the company would raffle off one skateboard, hoping that the winner would persuade his friends to purchase one. Media companies have now realized the importance of gaining the emotional side of consumers, rather than attempting to force the product on them. Television shows such as “American Idol” have become huge as a result of choosing average Americans to participate for a chance to become famous. This approach reaches out to the hearts of millions of Americans and allows for many children to realize that their dreams can become reality.

“American Idol” became one of the largest shows in television history by perfecting each individual aspect of affective economics. The show learned how to reach out to every individual type of viewer in order to maximize popularity. The show became such a large hit that it could command millions of dollars for commercial time. Casuals were able to be hooked as a result of continual discussions about each contestant’s life and the songs they had previously sung during each weekly episode. This enabled casuals to enjoy the show as a result of always being able to follow the story even after missing an episode. Before each commercial and at the end of every episode, cliffhangers would be left to keep the viewer wanting more and to increase the probability that they would stay at that channel to watch the commercials.
The group of citizens considered loyalists take their traits even farther than just watching the same television show religiously. These groups have been termed “brand communities”, due to their intensified probability of purchasing certain products. Loyalists have discussions amongst themselves and others about certain brands of products that must be purchased. The brand is then given such positive comments that the rest of consumers begin purchasing only that brand. This relates to the fact that loyalists are able to sway the opinions of other citizens into watching television shows to increase their popularity. Without the help of fanatic consumers, some products and television shows would never reach full potential. Almost every person in the United States has watched “American Idol” at least once as a result of friends discussing the show’s merits. A very important aspect of affective economics is that consumers must discuss amongst themselves the need for certain products.
Affective economics is a catalyst for success in the world market of the future. New analysts have realized the true importance of reaching out to the interests of viewers. Viewers garner immense power, allowing a show to become a hit or a complete

failure. Without loyalists, shows and certain products would never have been discovered by enough people to receive the necessary funding. Even with ideas such as product placement, brand communities, and brand extensions, the market is having trouble complying with the needs and demands of modern citizens. As Jenkins said, “for the moment, the marketing industry still has a long way to go if it wants to understand the complexity of audience’s emotions” (Jenkins 92).