media

During the past year we’ve seen multiple attempts by broadcast networks to integrate social media into television programming. You may recall ABC’s promotion of an app that provided broadcast viewers with synchronized interactive content for My Generation. Glee, which airs on Fox, also tried to extend the viewer experience from television to the Internet by integrating QR codes into commercials. Most recently, MTV and VH1 announced their partnership with Foursquare to bring in social gaming across television, online and mobile entertainment for a “heightened fan-experience.”

Double Feature

Looking at recent viewer usage statistics, it is clear that there’s good reason for this shift…

1. If you’re like most Americans, you spend on average 2.8 hours of television per day watching shows and consuming nearly 4.5 hours of video on YouTube as well as 3.1 hours of content on Hulu per month.

2. Odds are that you also own multiple devices that afford you access to video and can help to deepen your engagement with a particular show.

In fact, according to the Pew Internet & American Life Project, “Many devices have become popular across generations, with a majority of adults now owning cell phones, laptops and desktop computers. Younger adults are leading the way in increased mobility, preferring laptops to desktops and using their cell phones for a variety of functions, including internet, email, music, games and video.”

“We recognize that our audiences are no longer just sitting on the couch watching our programming,” said Kristin Frank, general manager and senior vice president of MTV and VH1 Digital, New York. “We know that they increasingly have a laptop and a mobile device with them while they watch and are consistently multitasking in their lives."

Time to Change the Channel?

I am left wondering where this shift will take us. After all, our society loves to not only consume content, but also to actively engage and participate in the creation of that content.

This wholesale change in how we not only consume, but also create media hit home for me when I attended a session called “Taking Videos Beyond YouTube” at the recent Nonprofit Technology Conference. There, Ben Moskowitz of the Mozilla Foundation cautioned, “You can’t be the only provider of your media” in today’s multi-media and multi-platform world. Likewise, as a consumer you cannot be expected to view all media from just one provider when so many choices exist and are readily accessible.

Pass the Popcorn

Taking the next step, Mozilla created an innovative new platform—Popcornjs.org, which takes integration of broadcast and social media to the next level. Designed to seamlessly integrate online content into videos, video creators can now enhance their creations with Wikipedia pages, Google earth maps, Flickr photo streams, Twitter feeds, etc. making for a much more integrated and active experience. While currently in beta format, the platform is vying to change overall engagement.

The possibilities are literally endless when it comes to the synchronization of video and web content in this virtual “Choose Your Own Adventure” for videos. The tool is not just for entertainment purposes either, when it comes to creating compelling content this medium will no doubt be an effective tool for social change advocates.

What do you think... how might you use a tool such as Popcorn? How do you think the increasing integration of online content into more traditional forms of media will change how we consume information?

The Today Show on NBC shook up television and online news companies alike on Tuesday when it simultaneously aired a traditional live broadcast and live online show to launch the new Today.com website. Averaging 5.3 million viewers last season, the Today Show is currently the #1 ranked morning television news show in the country and has maintained that title for the last 15 years—so when they decided to change up the formula, let’s just say it was a big deal.

NBC reported that this live online format will be a one-time-only event, but the effort itself reveals a significant investment from the network that I predict will be revisited and replicated by other large networks in the near future. Looking at the numbers, it’s not difficult to see why NBC made this move—59% of Americans get news from a combination of both online and offline sources according to Pew.

 

 

Visit msnbc.com for breaking news, world news, and news about the economy

 

The Headlines

Given the social media buzz going around about the online show, I know I was not the only one giving this format change a second thought. Many wondered whether viewer numbers for the Today Show would decline as people left to watch the online show, while others speculated how viewers would respond to the new online format. For us here at Social Citizens, we questioned whether or not this venture into an online news show would translate into more viewers—in particular younger viewers—and could Today.com keep them coming back for more?

Many news organizations are facing similar challenges with attracting and maintaining viewers/visitors/readers. Surveys show that 70% of Americans feel the “amount of news and information available from different sources is overwhelming.” We’ve seen how the print media in particular has had to quickly transform itself over the last few years—could this shed light into the next chapter for online and broadcast media?

"After two years of research and development, we're very excited to unveil TODAY.com during this unique and social event," said Jen Brown, director of TODAY.com. "The site is designed around the news consumption habits and lifestyle of our online audience, so it's fitting to debut with a show tailored specifically for them." In fact, they have even taken the extra step to optimize the site for the iPad, iPhone and desktop browsers.

Video Killed the Radio Star, Part 2?

The combination of online video and the Internet is clearly a powerful one and will inevitably help shape how we consume information moving forward across all generations. The National Journal reported that, “the Internet rivals TV as the primary source for news consumption among 18-to-29-year-olds. [A recent study by Pew] found that 59 percent of Millennials consume most of their news via the Internet, trailing television by 6 percentage points. Gen Xers, ages 30 to 45, are close behind: 53 percent get most of their news from the Internet, compared to 61 percent from television.”

The Today Show is taking these stastics to heart and translating the numbers into programming, which in turn colors their overall approach to presenting the news. "Our audience likes to snack on stories throughout the day, so we're programming the new site to surface the news we know they crave at different times," notes Brown. "The conversation doesn't stop at 11 a.m. when the show ends. It continues 24 hours a day online."

While this format may lend itself well to online viewers as noted by Brown, it also may spell success in reaching Millennial viewers—who, as Tom Rosenstiel, director of Pew's Project for Excellence in Journalism comments are "on-demand grazers" in their digital news habits. From a viewer perspective, I honestly don't know which I prefer... there's an element of habit vs. preference that I haven't quite separated out from the other. I question if others will choose to put down the remote control in favor of the mouse and replace one screen for another? Will you?

What do you think about the blend of online shows with broadcast television? How do you think this will or will not impact the way news is presented and shared?

Last Saturday, an estimated 215,000 people attended the Rally to Restore Sanity and/or Fear hosted by Jon Stewart of The Daily Show and Stephen Colbert of The Colbert Report. The two faux news anchors have a loyal following of more than one million viewers thanks to their ability to deliver commentary on everything from politics to pop culture with sharp tongues, comic skits and insightful observations. Much like their shows, the rally was part comedy and part entertainment, and managed to address difficult issues through laughter.

Throughout the day, even amongst the levity, funny signs and comedic bits, there was an underlying tone of seriousness and a realization about why we were all there in the first place—to raise our hands and say yes, I choose civil discourse; yes, I choose the right to make my own decision; and no, I will not blindly follow that which I am told to accept.

During a “moment of sincerity,” as Comedy Central dubbed it, Stewart expressed his hope that attendees would continue to “work together,” not by yelling and name-calling, but rather by compromise and compassion. Stewart discussed just how we’d reached this point in our society—seemingly so far from civility—and placed a large portion of the blame squarely on the 24/7 news media cycle and politicians on the Hill. The crowd straining to hear each of Stewart’s words nodded in agreement with his position that, “The news cycle didn’t create our problems, but it made solving them that much harder… if we amplify everything, we hear nothing.” In the end, Stewart challenged each person to be a vanguard of our country’s sanity and champion against fear by reminding us that, “Sanity has always been and will always be in the eye of the beholder.”

Now that the suspense surrounding the rally is over, we ponder what it all means and what the possible ramifications of this one moment in time will be on the Millennial generation, on Americans, on Election Day and beyond.

Comic Relief

Stewart and Colbert are just entertainers, aren’t they? Should we put stock in what they are saying or is this a publicity stunt? Looking back, it is not the first time they have blurred the line between entertainment and real life to get a few laughs—whether it’s in the hot seat during a debate or running for President in 2008.

Their ability to command our attention lies in their talents to transcend between the two genres and to blend the two worlds together. After all, it’s much easier to talk about a controversial topic or deal with what may be a frightening situation when it’s presented through satire and comedy, right? As Erica, a rally attendee and Millennial exclaimed, “I think [Stewart and Colbert] are entertainers, politicians, comedians and advocates. And I don't think that being both a comedian and a celebrity in any way diminishes the impact of their messages.”

Erica’s not alone in her sentiments. A report released by Rasmussen Reports in 2009 found that “nearly one-third of Americans under the age of 40 say satirical news-oriented television programs like The Colbert Report and The Daily Show… are taking the place of traditional news outlets.” In addition, “21% characterize programs these types of shows as at least somewhat influential in shaping their political opinions.” Most however (70%), of respondents (from all age groups) still say these types of shows are not influential.

Is Anyone Really Listening?

The dynamic comedy duo have long been heralded as the voice of the 18 to 34 year old demographic in particular. In fact, some pegged the rally as one that would define the Millennial generation, and in so polarize those from older generations.

Contrary to what many believed, the turnout at the rally was noticeably mutli-generational. It’s no surprise though when you look at demographics for both shows. The median age for both has actually gone up in recent years. As of 2009, the average viewer was age 41.4 for The Daily Show and age 38.3 for The Colbert Report. According to a report from Forbes.com, the number of viewers ages 18 to 34 actually fell between 14% and 15% for both shows between 2008 and 2009. Comedy Central spokespeople confirmed for Forbes however, that both shows “still attract the youngest viewers of the late night talk shows.” Looking around at the many people from all different generations at the rally, it was clear to see these statistics had come to life on the National Mall.

Is the Media Really to Blame?

We as a society are spending more time consuming news than a decade ago. Pew Research Center for the People & the Press found that technology has made the news much more accessible and therefore contributed to our increased consumption.

In an interesting twist, the same survey found that the public remains “skeptical” when it comes to trusting news from the major outlets. In fact, “no more than a third says they can believe all or most of the reporting by 14 major news organizations.” Believability ratings for all sources of news have seen a significant decline since the 1990s.

We also find ourselves forging a deepening divide between political parties and credibility ratings among new sources. Responses revealed that, “Republicans express far less confidence than Democrats in most major outlets.” When it comes to cable news outlets the divide is growing at an unprecedented rate. Take Fox News for example, “In 2000, about equal percentages of each [party] said they could believe all or most of what Fox News said (26% Republicans, 27% Democrats). Since then, Fox News’ credibility rating among Republicans has increased (now 41%). As a result, there is now a 20-point partisan gap in Fox News’ credibility ratings.”

Who do you believe? What sources can you trust? Is the media part of the problem as Stewart suggested? In the end, the choice is ours—we can choose to change the channel, pick a specific newspaper or click on one link instead of another. Ratings, subscriptions and number of views are the name of the game and to invoke the words of Captain Planet who was also in attendance at the rally, “the power is yours.”

What Happens Next?

That appears to be the big question looming on peoples’ minds—so now what? Stewart and Colbert shined a light on very ugly problems, but rather than lay out a 10-point plan, empowered people to make their own stand when it comes to our country’s future.

In light of the mid-term elections taking place today, it’s anybody’s guess whether or not this rally will impact peoples’ decision to vote in the short term. Patrick, another enthusiastic rally attendee who is a Millennial as well noted, “It seems like the right has a lot of energy and fervor going into the mid-term elections. This rally seems like a response to a lot of the hysteria being drummed up...” I guess we’ll just have to wait and see if Stewart and Colbert’s efforts will have a ripple effect or not in voting booths across America.

As for the longer-term impact of the rally, Erica reflected, “I think civic dialogue has been lost to the vocal minority and the media. I'm not sure if the rally itself will do much to impact the younger generation, but if anything, I think it will motivate the young people who are sympathetic to Jon Stewart's message to be more confident—but not louder—in the face of disagreement from others.” At the end of the day all we can ask for is that we agree to disagree rather than be uncivil. It is clear by the overwhelming attendance and positive word of mouth about the rally that there is something to all of this. I dare say it is perhaps a movement in the making.

“A brain, a beauty, a jock, a rebel and a recluse.”  Quick, what legendary piece of pop culture multimedia am I referencing?

A - Beverly Hills 90210

B - Goonies

C - Glee

D - The Breakfast Club

E - All of the Above

 

If you answered E, I hate to tell you that you are wrong (technically correct, but wrong nevertheless).

The tag line is actually straight from the poster for the landmark 1985 coming of age film, The Breakfast Club. This cult classic recently celebrated its 25^th anniversary, which provided for a moment of reflection of its cultural impact on today’s young adults. 

In retrospect, The Breakfast Club and more broadly John Hughes—writer and director of the film—helped to define the 1980’s through a dynamic story line that resonated with a generation. The film gave rise to a cast of characters and created a set of identities for young adults that would live on to influence the media and overall culture.

Awards, accolades and nostalgia aside… Was this legacy of young adult stereotypes—the nerd, punk, jock and so on—necessarily a good thing for the generations that followed? What effect did it have on today’s Millennials?

Based on my own healthy consumption of pop culture and media, I am most surprised at the longevity of these stereotypes. I believe that while times and generational titles may have changed over the last 25 years, the way in which young adults are portrayed in media and viewed by society has not. Since the movie’s release, much of mainstream media continues to reinforce the same fundamental stereotypes—for better or for worse. In fact, many of these caricatures are to this day portrayed in popular, modern-day television shows such as Glee, Real World, Beavis and Butthead, Freaks and Geeks and My So-called Life just to name a few.

Do Millennials actually self-identify with the characters and roles portrayed in these movies or shows? Is that why these characterizations persist?

ABC recently also debuted a show called My Generation—a documentary style television series that followed the lives of nine high school students from the class of 2000. The show followed up with each of them 10 years later to find out where they are now. During the opening of the pilot you see the following labels next to each character, “the over-achiever, the rock star, the jock, the nerd, the beauty queen, the punk...” and so on. Sounds a little familiar, doesn’t it? ABC recently cancelled the show due to low ratings. I guess that it just didn’t resonate with viewers, including those who are supposed to identify with the characters—the Millennials.

How has the media impacted how Millennials view themselves and are viewed by others?

By the end of The Breakfast Club, stereotypes are crushed and both the characters and viewers are transformed by the experience—each character realizes that they are more alike than any of them ever suspected and not defined by their respective “labels.” In the famous last line of the movie, the characters declare that, “You see us as you want to see us. In the simplest terms and the most convenient definitions. But what we found out is that each one of us is a brain, and an athlete, and a basket case, a princess, and a criminal.” In many ways this sentiment is still very relevant to today’s young adults, but only when viewed through a very different lens.

While the examples above highlight how media “roles” for young adults haven’t changed much over the last 25 years, I do believe that the context with which we view them has changed quite dramatically.

Unlike The Breakfast Club, which was based on the story of “five total strangers, with nothing in common,” we now live in a world where connections take on a whole new meaning. Social media and online networks allow many of us to identify and connect with others who have something in common and reinforce those distinct bonds. I realize that this is somewhat of a sweeping generality, but in comparison to 1985, most young adults are no longer limited to a single community like the one portrayed in the movie. In many ways we’ve embraced the stereotypes with the help of social media and they have empowered today’s young adults to develop an identity of their own through Facebook profiles, Twitter handles and YouTube videos. This modern day composite identity is one that can include, “a brain, a beauty, a jock, a rebel and a recluse” and then some.

This post merely scratches the surface with thoughts and references from my own personal experiences about generational stereotypes. By writing this piece, I’m not trying to make any judgments as to whether or not stereotypes such as those featuring young adult characters have a positive or negative role. What I do know is that these roles make for good television, music videos and movies, and will live on longer than anyone who ever “played” them on film.

Why do you think stereotypes like the ones highlighted in The Breakfast Club for example have lasted so long? Will technology continue to change the way we identify ourselves and others?