Authors @ Google: Andrew Keen

http://www.youtube.com/watch?v=lN_n7I0PM3w

midterm workshop

Life Inc. Dispatch 09: Rushkoff on The Colbert Report

1. layer styles in photoshop..
2. work on photoshop ads / blog entries

Videos of the Future: Midterm Assignment - (Part one)

This assignment is going to combine several topics covered recently in class.


First watch some of these future of videos from Popular Science:

http://science.discovery.com/videos/pop-sci-videos/
MIDTERM ASSIGNMENT:
DUE WED. OCT 14th PAPER/BLOG ENTRY on the Persuaders/Merchants of Cool/Future of

2-3 pages on the techniques and tactics THAT COULD BE used to by marketers to manufacture desire, appeal to our emotions, and create a branded "culture" and sell to us one of these possible futuristic products or services.

Choose one of the Possible goods or services from "future of" and show how two or more of the possible techniques could be used to market these goods or services to us.

• neuromarketing ( psychological )
  
• emotional branding
  
• branding/creating a culture around a brand
  
• narrowcasting
  
• rhetorical marketing
  
• under the radar marketing
  
• cool hunting
  
• cultural character
• across-media marketing
• product placement across media

Show how these (and other similar) tactics of persuasion are being used to communicate with consumers today

Think about what types of new communication techniques the future may hold for these marketers.

YOUR BLOG ENTRY ASSIGNMENT DUE NEXT WED. WILL BE FOLLOWED BY AN ADVERTISEMENT CREATED IN PHOTOSHOP FOR YOU FUTURISTIC GOOD OR SERVICE

COOL HUNTING

They spend their days sifting through reams of market research data. They conduct endless surveys and focus groups. They comb the streets, the schools, and the malls, hot on the trail of the "next big thing" that will snare the attention of their prey--a market segment worth an estimated $150 billion a year.

They are the merchants of cool: creators and sellers of popular culture who have made teenagers the hottest consumer demographic in America. But are they simply reflecting teen desires or have they begun to manufacture those desires in a bid to secure this lucrative market? And have they gone too far in their attempts to reach the hearts--and wallets--of America's youth?

FRONTLINE correspondent Douglas Rushkoff examines the tactics, techniques, and cultural ramifications of these marketing moguls in "The Merchants of Cool." Produced by Barak Goodman and Rachel Dretzin, the program talks with top marketers, media executives and cultural/media critics, and explores the symbiotic relationship between the media and today's teens, as each looks to the other for their identity.

http://www.pbs.org/wgbh/pages/frontline/shows/cool/

THE PERSUADERS

http://thechangeyouwanttosee.com/event/thursday-douglas-rushkoff-branding-and-life-incorporated

TODAY WE WATCH THE PERSUADERS
http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/

ABOUT RUSHKOFF
Douglas Rushkoff is the author of ten books on media, technology, and society, including Cyberia, Media Virus, Coercion, Nothing Sacred, Playing the Future, Open Source Democracy and Get Back in the Box: Innovation from the Inside Out. Rushkoff also wrote the acclaimed novels Ecstasy Club and Exit Strategy, the graphic novel Club Zero-G and the comic book series Testament. He has written and hosted two award-winning Frontline documentaries - "The Merchants of Cool", which looked at the influence of corporations on youth culture, and "The Persuaders", about the cluttered landscape of marketing, and new efforts to overcome consumer resistance. He is currently working on PBS' new multiplatform project, Digital Nation, which will culminate as a Frontline documentary. Rushkoff’s commentaries air on CBS Sunday Morning and NPR’s All Things Considered, and have appeared in publications from The New York Times to Time magazine. His column on cyberculture is distributed globally through the New York Times Syndicate. He is Advisor to the United Nations Commission on World Culture, on the Board of Directors of the Media Ecology Association, The Center for Cognitive Liberty and Ethics, and was a founding member of Technorealism. He has been awarded Senior Fellowships by the Markle Foundation and the Center for Global Communications Fellow of the International University of Japan. He regularly appears on TV shows from NBC Nightly News to Larry King and Bill Maher. He developed the Electronic Oracle software series for HarperCollins Interactive. He currently hosts the WFMU radio show The MediaSquat, and teaches at the New School University. His latest book, Life Inc.: How the World Became a Corporation And How To Take It Back, was released in June 2009.
http://rushkoff.com

FOR WED:
PLEASE THOROUGHLY ANSWER 2 OF THE FOLLOWING 4 QUESTIONS ON YOUR BLOG

• What in "The Persuaders" surprised you (or not)? Name one new thing you learned about marketing or politics from watching the film. Name one new thing you learned about yourself from watching the film, or one thing that the film reiterated about yourself.
  

• "The Persuaders" begins by questioning the increase in the amount of advertising we typically encounter in our daily lives. How would you assess the amount of advertising you see? Too much? Too little? Just right? In your view, what difference does it make to know that people today see much more advertising in their daily lives than people 20 or 30 years ago?
  
  
• What surprised you in the descriptions of how much demographic information marketers have about potential customers? What kinds of information would you be willing to share about yourself or your family in order to: enter a contest? Get a discount? Get online? Get a cell phone? Use a credit card? Would you be willing to reveal your name, address and phone number? What music you listen to or your favorite snacks? How much you earn? What medications people in your family take? What kinds of information would you want to keep private and why?
  
  
• Where are things headed in the future? What are some possible scenarios that could play out as far as the direction that future persuaders may take their marketing techniques.
  

MEDIUM IS THE "MASSAGE" / myth of photographic truth

1. WATCH REALLY STRANGE VIDEO MEDIUM IS THE MASSAGE:
http://www.youtube.com/watch?v=aMNY3gi3Emg
http://negativland.com/

2. Any Photoshop Questions?

3. PHOTOSHOP ASSIGNMENT (FROM PAGES 16-22)

"myth of the photographic truth"

view CROPPING tutorial from adobe website.

select an image that's meaning is completely altered simply by cropping out certain elements. post both the original and the cropped image on your blog with an explanation showing how this works in to the myth of the photographic truth taken from POL (FROM PAGES 16-22)

DUE THUR

PHOTOSHOP LAB.....TUTORIALS, AND DISASTERS!??

PHOTOSHOP TUTORIALS ON ADOBE WEBSITE
LAYERS
SELECTING PORTIONS OF AN IMAGE
CROPPING
RESIZING
SAVING/FILE FORMATS
ADVANCED COMPOSITING

MONDAY THE 21ST HAVE Practices Of Looking (pp 1-46) READ -- INCLUDING THE INTRODUCTION.

ALSO HAVE YOUR FINAL IMAGE POSTED



http://photoshopdisasters.blogspot.com/