Posts by andreasaavedra

Media Effects: Distraction


Playing Wii or Reading a Book?


Distraction is one of the media effects in today’s world. Having to choose between reading a book, being hook-up to Facebook is not a hard choice. We must likely chose to be connected on Facebook. Today, reading a book takes me hours. I have lost the habit of reading because of the Internet. I prefer to be downloading the latest songs, or checking clothing web pages rather than getting myself illustrated with a good book. This is what the article Growing Up Digital, Wired for Distraction is related to. How teenagers and young adults are getting distracted by the new media.

My little sister named Liz, who is currently cursing her seventh grade, has been struggling with that. According to my mom, Liz takes about four hours just to read a book chapter of 40 pages. Instead, it takes her less than 30 min. to pass a whole world of Mario Cars on Wii. My little sister is actually failing her Algebra curse. Distractions like Facebook, You Tube, and Wii games are the main distractions that she is facing. But my little sister is not the only one; Vishal Singh is facing them too. He prefers to play video games 10 hours a week, and make videos. According to his professors, Singh is an 17 year-old bright kid who is caught between two worlds.

Vishal Singh

The question is why kids like Liz and Vishal are having a hard time focusing at school? According to Michael Rich, an associate professor at Harvard Medical School and executive director of the Center on Media and Child Health in Boston, kids are getting distracted because their brains are getting fulfilled with several tasks, instead of keeping one at the time. Kids are jumping from one thing to the next one. He says the effects could be:

“The worry is we’re raising a generation of kids in front of screens whose brains are going to be wired differently.”


Professors have started to notice the fact that students sometimes no longer pay attention to lectures because they are not part of their interests anymore. They have started to integrate technology to lectures as part of their new way of teaching in order to catch back students attentions. A true example would be from the principal, David Reilly, who is trying to find a way to gain attention back from students. He says:

“I am trying to take back their attention from their BlackBerrys and video games, to a degree; I’m using technology to do it.”  

I noticed the same trend in my Fundamental of the Internet class. At the beginning of the semester, my professor used to give his class only by lecturing on Power Point slides. There were students who in the middle of the class stood up and left. Now, that my professor has started to do a more interactive class by using the class computers; I have noticed a difference in the way my classmates pay attention. They seem more interested with the class material.

Because we are growing up in this technology era, it is inevitable to get distracted by media. We should use media to find new interactive ways of learning like using e-books and i-pads. Reading is a habit we should never let go.




Marshall McLuhan: The Mass Communication Pioneer


Marshall McLuhan



Marshall McLuhan

We live today in a merging world of technologies. Technology is shaping our world and society. As a student majoring Mass Communication, I consider every student involve in this career should have some knowledge of Marshall McLuhan because of the following reasons:

  • He persuaded the study of Mass Communications.
  • He stated the theory of Technology as Extensions of the human body.
  • He foreshadowed the merging of mass media into the new media which is the Internet.
  • He divided media into hot and cool media. 


“We shape our tools and they in turn shape us.”

Through his life, he persuaded the study of Mass Communications because he wanted people to know about how important is to know how the communication process produces changes within our society. Technology and communication go together by hand; as one evolves the other one does too. Every time they evolve; changes occur transforming our interactions as human beings. McLuhan explains this change with the appearance of the printing press, and the changes it brought.


Technology as Extensions of the Human Body

According to McLuhan, technology is like extensions of the human body. For example: When we created cars, we extended our legs which are extensions of our body. McLuhan stated that creating an extension will cause an amputation. What he meant by that is that by creating a car, we are amputating our ability to walk.  It is like a cause an effect situation; every extension that takes places will modify some other extension.




“The Medium is the message.”


Through this quote: “The Medium is the message.”, McLuhan is trying to convey the message that whether there are present or future situations; there solution or answer will always be found in the way mass media help this situation to take place. It is like if the Medium is trying to tell us in the way “future” it is going to shape itself. That is way Marshall McLuhan is sometimes referred as “The Oracle of The Electronic Age. His point to reach out is the fact that the “channel” through which the message is convey is the one that completely shapes the message.


“Media is hot and cool.”


According to McLuhan, media is “hot” when it contains a high resolution. Due to its high resolution it will contain a low amount of audiences. For example:  We can consider a book (print media) because it is hot and linear. Its audiences have in their hands all the information. Instead, media is “cool” when it contains a low resolution. Due to its low resolution, it will contain a higher amount of audiences than the hot media because it will offer interaction to the audience. For example: We can consider electronic broadcast media cool and interactive because it makes you as an audience to go in search of the missing information.  Through this classification of media, we can also see how McLuhan foreshadows the merging of Media. For example: For the past couple of years, newspapers readers have been declining. Why? Because nowadays, audiences prefer to go online in order to get inform. The internet (new media) allows them to find videos, more pictures, and more information that the newspaper will not offer them. In other words, the new media offer its audience interaction that is why it is cool.


Marshall McLuhan lived, and still lives today in Media because of his persuasive attitude towards the study of Mass Communications, for his theory of technology as extensions of the human body, for his foreshadows towards the merging of masses, and for his classification of hot and cool media.  For all these reasons, Marshall McLuhan is a pioneer in the field of Mass Communications.


Marshall McLuhan


Marshall McLuhan’s Famous Quotes

  • As technology advances, it reverses the characteristics of every situation again and again. The age of automation is going to be the age of ‘do it yourself.
  • In this electronic age we see ourselves being translated more and more into the form of information, moving toward the technological extension of consciousness.
  • All media exist to invest our lives with artificial perceptions and arbitrary values.

Angie G. Morris: A Proactive Woman

The difference between a successful person and others is not a lack of strength, not a lack of knowledge, but rather a lack in will.

Vince Lombardi

Angie G. Norris

According to Vince Lombardi will is what a successful person must possess. Angie Gulledge Norris, a Corporate Communications Manager and Hiring Manager at Technology Partners Inc., is a woman that thanks to her willingness in life has achieve a successful carrier. Angie G. Norris participated in my Survey of Professional Media class as a guest speaker. During her speech, she talked about her current and past jobs, her education, and she shared to us a series of recommendations and advices toward our future carriers.  

Norris’s currently job is Business Development Manager at Technology Partners. As a Corporate Communications Manager, Angie provides the internal company communications, develops sponsorship ads and campaigns, organizes and executes all company events, manages printing like printing materials, assists in strengthening branding and manages the Company’s social media. Some of her specialties are: marketing, business development, request for proposals (RFPs), corporate communications, sponsorship ads, social media, etc. Before working at Technology Partners, she used to be a Marketing Communications Specialist at Spartech Corporation, a Strategic Marketing & Vendor Coordinator at A.G. Edwards and a Financial Consultant Assistant at A.G. Edwards.

“Be the best of the best.”

Angie G. Norris


Norris went through what almost every college student goes through: uncertainty and indecision. During college, she was studying math because she wanted to be a math professor as her future carrier. She changed her mind as her dad convinced to study another carrier that would bring her a better future, so she stated majoring in Finance. Why Finance? According to Norris because it was one of the “hot jobs” by the time.  Nowadays, she works for something totally different from what she studied. She is on top on her game because she went in search for a job that she liked. She turned herself into a proactive person. Learning by her own guided her to become what is now a successful working woman.

“Take initiative; be on top of your game.”

Angie G. Norris

Taking an advice into account will always give you wisdom at the end. Let’s take into account  Angie G. Norris advices which are:

  1. Earn respect at your workplace.
  2. Be careful with the usage of personal social media at work.
  3. Be proactive and start learning software’s like Microsoft, Excel, Power Point, Photoshop, Dreamweaver and Flash.
  4. Do an internship related to your major in order to gain more experience.
  5. Take advantage of the benefits of the company you work for.
  6. Try everyday to become more a multitasked type of person.
  7. Learn social skills that will help you manage yourself in a more professional way at work.
  8. Do some research about your interests.

 Sometimes in life, we experience moments of doubt because we don’t know what we want to do with our lives. Angie G. Norris had those moments too, but she went in search for a job that she really enjoy working for. Today, she shares her learning experience, and advises everyone to go out in search for what you really want in life. 

If you would like to contact Angie G. Norris contact her at:



The New Advertising Era

The New Advertising Era

Imagine the day in which old banner ads will be gone from the public eyes? Would that day really come? Do you picture yourself only reading ads from your i-phone or PC?

Well, according to an article posted by Dorian Benkoil, a Poynter Online blogger about the intersection of news and technology, brings up how Social media such as Twitter and Facebook are rapidly becoming the new source of advertising. As Social Media Grows, What Will Become of the Plain Old Banner Ad? This article talks about how the so-called online “display” advertising is taking over traditional banners for advertising. During the trade organization’s MIXX conference both Facebook and Twitter CEO’s talked about the features of each of their platform. Dick Costolo, who was just named Twitter CEO, talked about how the power of Twitter’s platform new features like Promoted Tweets and Promoted Trends would bring new advertising efforts. Sheryl Sandberg, COO of Facebook, talked about the ways that ads can be used on Facebook. Mainly at the conference was discussed how social interactions on fan pages an through Facebook Connect get consumers to buy at a much higher rate than advertising alone has ever has.

But the true question would be is really social media killing display ads?

According to David Silverman, in a PricewaterhouseCoopers report prepared with the IAB, there is more than a third of almost $23 billion spent on Internet advertising. In a closer look at the Pricewaterhouse study shows that while display ads ticked up to a 35 percent share of ad spending in 2009 ( from 33 percent in 2008), search grew by the same 2 percentage points but higher dollar amount (from 45 percent to 47 percent). Search’s share has risen sharply over the past four years while banners have been essentially flat. During the conference, Like Facebook and Twitter YouTube executives also stand out bringing out to the table their new “cost-per-view” advertising format, in which a viewer is giving a choice of which ad to see in a video, or giving the choice to skip an ad after five seconds. The marketer pays only for a video that has been shown. According to the executives these types of ads can be 10 times as high as for interruptive ads.

Ordinary Banners

Open Graph (with Facebook Connect)

Is there hope? There is always hope…

Social Media is the hope for display ads because of its ability to customize ads based on user interaction. According to Barry Salzman, Google’s managing director for media and platforms for the Americas, said that by 2015, 75 percent of ads will be “socially enabled.”

This article caught my attention because during our history we have experience certain transitions that in a way or another always bring change into our lives.  For example, when television came out everybody thought was the end of radio, but it was not. We are experiencing the same now with the new type of advertising that is taking over the traditional one. It Looks like Social Media is killing traditional ads, but is actually shifting it towards a new era. There are things that need sometimes a twist, a change in order to keep alive or a continuity.

Sometimes change bring challenge to us. In one hand, current professionals in advertising and advertisers might be wondering about their jobs, and how they can keep up to date their businesses now that advertising is shifting towards a new era. On the other hand, it’s a call to amateur advertisers and a call of attention towards students like me majoring on Advertising. Whether is going to be traditionally advertised or “socially enabled” it would be like Marshall McLuhan quoted “All Advertising advertises advertising.”

Are you ready to Dare For More with Pepsi?

Pepsi Gladiator Ad



Pepsi's Dare For More Campaign

In 2004, Pepsi launched a campaign named “Dare For More”. Its first ad for this campaign was Pepsi Gladiator. I like this ad because it combines different celebrities; it has a great theme and a memorable soundtrack. First, it contains the presence of famous celebrities like Britney, Pink, Beyonce and Enrique Iglesias. Second, it uses ancient Rome as the theme of the ad. Britney, Pink and Beyonce represented gladiators against the evil Caesar performed by Enrique Iglesias. Third, it uses Queen’s song “We Will Rock You” as the soundtrack of the ad.  


By 2004 almost everybody knew who Britney, Pink or Beyonce were. Seeing these three celebrities combined together in a Pepsi commercial singing an updated version of Queen’s “We Will Rock You” was memorable.

Pepsi's Dare For More Campaign

This ad is a clear example of the association principle in advertising because it uses a well-known cultural background like ancient Rome. This connotation can represent Pepsi’s antiquity as a drink because it points out how the great Caesar and gladiators used to drink Pepsi back in the days. This ad uses famous-person testimonial as a conventional advertising strategy as we get to see celebrities like Britney, Pink, Beyonce and Enrique Iglesias. Also, it uses “We Will Rock You”, a popular song among old and new generations.

Pepsi's Dare For More Campaign

This ad is selling you Pepsi. Its placement goes mostly toward young and old adults. Young adults may feel themselves recognized with Britney, Pink and Beyonce, while old adults may have felt recognized with Queen’s “We Will Rock You”. Latin’s can also be represented with Enrique Iglesias presence turning this ad into an international commercial.

Pepsi's Dare For More Campaign

If you don’t know the lyrics to this updated version of “We Will Rock You” here they are:


We will, we will rock you


We will, we will rock you (Britney: oooh)


Buddy you’re a boy make a big noise

Playin’ in the street gonna be a big man some day

You got mud on your face

You big disgrace

Kickin’ your can all over the place



We will we will rock you (Britney: ooh)

(Britney: I said) we will, we will rock you (Beyoncé: oh, yeah)


Buddy you’re a young man hard man

Fightin’ in the street gonna take on the world some day

Blood on your face

Big disgrace

Wavin’ your banner all over the place, yeah


We will, we will rock you

(Beyoncé: We will rock you, yeah)

We will, we will rock you (Pink: Oh, yeah)


Buddy you’re an old man poor man

Pleadin’ with your eyes gonna make you some peace some day

You got mud on your face

Big disgrace

Somebody better put you back into your place

(Beyoncé: Back into your place)

We will, we will rock you

(Pink: we don’t know, we don’t know)

(Britney: I said, WE WILL rock you)

We will, we will rock you

(Pink: Yeah, come on)

We will, we will rock you

(Beyonce: oh, oh, rock you, oh hey yeah)

We will, we will rock you

(Beyoncé & Pink: Will rock you)

We will, we will rock you…




Lost and Found


Sometimes there are moments in our lives in which we asked to ourselves am I taking the right choice? What should I do? We filled our head with all these insecure questions about our future, but the truth is that the answers to those questions come along the way and not in the moment we want to. We have to learn how to be patient.

           In Panama, high schools require you to choose one from the following fields: Science, Marketing & Advertising, Accounting and Liberal Arts. The field you choose is the one you are going to study in your last three years of high school. By that time, I think you are not 100 percent sure of what you want to study and work the rest of your life. Well, I chose Science. In my senior year at high school, about two years ago, almost all my classmates and friends had chosen their careers, or at least they had researched different career fields. I was completely lost and clueless because I had realized Science was not my thing, but I was sure of one thing I wanted to study in the United States. I enrolled myself in Louisville University at Panama. There I found out that most of the study plans from American universities allow you to take General Education courses, and later on you can choose the career you have found interest on. In Panama, it is completely different because you must choose a career as soon as you are enrolled. If in the future you decided to change, you might have to start all over again. First, when I got here at Lindenwood University, I was still not sure about what I wanted to study. I started to have sort of an idea when I started talking to my advisor Mike Wall. I told him all the stuff I like doing like creating presentations, plans for projects, organizing events. Those were stuffs I enjoyed doing all the time, and my classmates used to tell me how good I was at doing them. Also, I was really good at giving speeches, I though why not majoring in a career that involved speaker and creativity skills at the same time. That’s why I am currently double-majoring a Bachelor in Mass Communications with an emphasis in Public Relations and a Bachelor in Advertising. I have realized that those types of decisions take time. Working at Lindenwood’s LUTV station, taking some general education courses related to Mass Media, and following my advisor’s advices helped me take chose my career. Whether I might change it in the future, it’s an uncertain question. 

Rift Fournier

          Today, at my Survey of Professional Media class we had a special host. Rift Fournier, a recognized writer and professor at Lindenwood University, came to class, and spoke to us how to be successful in our future careers and life. Prof. Fournier’s speech brought to me a missing piece that fitted perfectly into my life puzzle. Prof. Rift Fournier started his speech with a brief background of his childhood. He pointed out how he passed from being a sixteen year old sportive teenager to be confined into a wheelchair due to Polio.  It is encouraging how in spite of his disability, he was still able to succeed in life. He went thought the same uncertainty almost all teenagers go through: What occupation should I major in? When he was a child, Rift wanted to be a doctor or lawyer because his parents wanted him to major in those careers. But Rift wanted to be writer instead. In order to get a good job, he says:

“You must get lucky because the world of the arts is not a fair world.”

Prof. Fournier brought out an important piece of advice which was that writing is an important component when getting a job. Learning how to be a good writer it is important because it will demonstrate your grade of education. He says:

“If you want to be a writer you better re-write because the best writers write and re-write.”

According to Prof. Fournier, storytelling when writing will allow you to articulate your thinking, and help you reach people’s emotions. He says:

 “It’s all about telling the story well, it’s not hard to do because stories had been always part of our everyday life.”

Besides encouraging us to improve our writing skills, Prof. Fournier mentioned several other piece of advises of incredible encouraging value each one. He pointed out how the web is an incredible source of opportunities nowadays, but in order to succeed in it you should work your bud off, he said. According to Prof. Fournier, intelligence has limits, but stupidity doesn’t. He says:

“Don’t be an unlimited stupid person.”

He also advices us to learn how to think critically because nowadays media bombards us with this huge amount of information that we must be able to try to find out what is real and what isn’t. According to Prof. Fournier, getting a good job demands you to take risks. He said:

“I got good jobs because I campaign. I had to work my ass off.”

Finally, he brought out his last advice which was the fact that you must love what you do. He closed up saying:

“My favorite jobs I had have been: children programming (past job) and teaching at Lindenwood University (current job) because they have been two jobs I have really loved doing.”

          Thanks to Rift’s amazing way of conveying his unique and unvaluables advices, I walked out of the class with a different mentality. Part of that, I realized that I should start improving my reading and writing skills. Also, I must start investing better my time here at Lindenwood. What I meant with this is that I should start getting more experience in my field, so by the time I get out of college I can say: “I am prepared for battle.” Today, I can say am not the lost and clueless girl of two years ago, and I know if I comitted myself to I will make it someday.


 Follow Rift Fournier on Twitter at riftfour.




When I Grow Up…! I Wanna Be Famous And You?


Do you remember the time when everybody was singing the oops!…i did it again song?  Or when everybody was trying to memorize the Slim Shady’s rap lyrics? May I have your attention please when the real slim shady please stand up!

Britney Spears Oops!...i did it again Album Cover


Well, I remembered those times like if they were yesterday. I had all my room covered in Bop andTiger Beats posters. As soon as I got back from school, I used to turn on my TV in order to see  Britney’s latest video on MTV. I used to try for hours to get online on a Dial-up connection in order to look online Eminem’s lyrics. I used to watched MTV and E! Entertainment all the time. Every time I went out with my dad, I used to ask him to buy me a new CD whether from the Backstreet boys or from Christina Aguilera. When my mom came back from doing grocery shopping, she used to tell me: “Andrea! I bought you the latest Bop magazine.” When the Backstreet boys came to Panama, I was so excited about it. I remember my mom and my dad went with me to their concert because they liked them too.  It was a mania, a sensation that led thousands of young teens like me to want fame and popularity in order to look just like our idols. I wanted to dance, dress and look like Britney even thought I am not blonde.




Now that I look back in the days when I was a kid and a teenager, I was always wanting to be like all these artists and

HBO Series Entourage

stars because of the way mass media was selling them to me. Every year, teachers used to ask their students what occupation would they like to be when they grow up. I used to answer a doctor, but what I really did was to picture myself like a famous artist just like the Pussycat dolls song “When I grow up”. I didn’t want to sing because I love singing, or start taking dance classes because I love dancing. I wanted to sing and dance because I wanted to achieve fame in order to be the center of attention just like my idols. Seeing shows like MTV Cribs or E! countdowns like Forbes 20 Under 25: Young, Rich and Famous made me think in fame and money. I have realized how all this celebs world sold by media affects teenagers. Adrian Grenier, American actor and director, noticed it when a fourteen year old kid named Austin Visschedyk approached to him in order to take him a picture. He first thought he was a fan, but when Austin pulled out a professional camera, and began taking a lot of shots like a paparazzi. Grenier realized the kid was more than just a fan.  Grenier says:

He was just this little innocent kid who approached me for a picture. And at first I bliged, thinking he was a fan. The picture changed quickly, though. When he pulled out a camera probably twice the size of his head, and ‘sprayed’ me with about 30 flash shots, I realized quickly that he was not just a fan, but something maybe more sinister.




Austin Visschedyk & Adrian Grenier in Teenage Paparazzo

Grenier is most well known not for the movie he played with Melissa Joan-Heart called Drive Me Crazy, but for his leading role on the HBO series Entourage.


In Entourage, he plays a fictional movie star Vincent Chase, whose every move gets tracked by a pack of paparazzi. Performing this role in Entourage, and had experienced a paparazzi attack by a 14 year old teenager inspired him to direct a documentary called Teenage Paparazzo.




How can the celebrity world affect the young minds of teenagers?

Teenage Paparazzo


Teenage Paparazzo anwers that question bringing out how teenagers view the celebrity world, and how can it affect their goals. According to Jake Halpern’s book Fame Junkies school and high school students whether they’d rather be the CEO of a Fortune 500 company, a president of a college, a Navy Seal, or an assistant to a celebrity. The result was 42% of the students want to be a celebrity’s assistance. Halpern says:

 That was twice as much as [the percentage who wanted to be] president of Harvard or Yale, three times as much as a U.S. senator, four times as much as the CEO of a Fortune 500 company. Those numbers say a lot about how American teens see the celebrity lifestyle.  They put such a premium on fame that they’re willing to give up some of the most coveted jobs in America just to be the bag-carrier to the celebrity.


The National Public Radio interviewed Adrian Grenier on their morning edition. During his interview From A ‘Teenage Paparazzo,’ A Lesson About Fame how easy is to criticize celebrity culture, and just like to jeer at paparazzi, to dismiss them as parasites. He says:

“For a long time in our culture, there was an emphasis put on working hard [and] contributing to your society. Now it’s not about that anymore. It’s about the bling and how quickly you can get it without working. Being performers, that’s what we do: We put on shows and want people to watch, so it is ironic to, you know, suddenly expect people to stop watching.”




Adrian Grenier in Teenage Paparazzo


In order to give his documentary a more realistic twist, Grenier interviewed celebrities like Paris Hilton, Whoopie Goldberg, Alec Baldwin, and Matt Damon.   During the role of the documentary, Grenier starts to hang out with Paris Hilton in order to attract paparazzis attention. Actor Matt Damon gives his point saying:

My story is kind of a boring one,” Damon says in the film. “It’s a ‘He’s married and he’s got kids and that’s it.’ As long as I don’t do anything to update that story, all they do is grab a picture every once in a while and kind of update the file — ‘Yep, still married, still happy, still boring.’




Adrian Grenier & Paris Hilton in Teenage Paparazzo


 Teenage Paparazzo has not only being a documentary to Adrian Grenier, but has also been a learning experience.

I think anybody who’s famous has to deal with their fame in their own way,” Grenier says, “and I dealt with it by making a film about a kid who’s looking out into the world of celebrity obsession. And this was my way of reconciling this fame experience, and also trying to take responsibility. And I think anytime you spend time to find empathy for another group, there’s a great sense of empowerment in that.
Adrian Grenier

Adrian Grenier in Teenage Paparazzo

Teenage Paparazzo premiered on HBO last September 27. According to HBO’s TV guide it will be air back again on October 24th. You can also check out his Twitter interview Adrian Grenier Turns Camera on Paparazzi in HBO Documentary with Mark Glaser on MediaShift.

For being to attach to what media sells to us like celebs gossips, we have forgotten things that we should really take into account into our lives: family. Media should start encouraging young teenagers to look for an occupation that would inspire love and passion to them. Because that’s ones of the keys for happiness in life to love what you do or work for in life.










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