Evolution of Technology can be Peculiar

Chapter 3: Strategic Communication: does client advocate mean consumer adversary?

This chapter does a really good job a describing how communication has changed and the different way we reach out to people, whether that is in the way advertisements are placed to grab our attention or connecting with friends and life partners. It also addresses “cookies” that are widely used in the Internet, these cookies get information from the websites you have visited to target specific advertisements you would be interested in. The issue with this is that this could be an invasion of privacy for many; they don’t want their Internet browsing to be tracked and personal information to be collected. While I personally was a little uncomfortable when I found out that what I did online was being picked up by cookies, I soon got over it. I told myself that I would rather have advertisements geared towards me than have random advertisements that I would not be interested in.

Furthermore, the book suggests that values embedded in a technology can lead to unintended consequences, many of them being horrible. From what I understand, technology has many capabilities and can push society forward, however, if it used incorrectly and by the wrong hands it could be very disastrous and destructive.

As it starts to talk about the philosophical aspect, it mentions term-coined dissonance; I find this to be a very interesting concept and the way it is used in advertising is very manipulative yet intriguing at the same time. To think that an advertisement of a product, in this case dandruff eliminating shampoo, will lead to social approval or some sort of success while the two things are completely unrelated is impressive. I feel as though the advertisement is giving off subliminal messages that give people false hope since not having dandruff and social approvals are not directly correlated. Nonetheless, I don’t think they should stop making these advertisements, I do think they are clever delivering such discrete messages to the audience to promote and their product and get more sales. As an advertising and public relations major and marketing minor, I think this is a genius way of getting people to buy your product, despite the false messages it gives off. If you work for a corporation, their whole business object is to make more profit and this seems like a very logical way to do so. This is very much like Beyoncé’s mentality growing up as a beauty pageant “What’s in your head, it doesn’t matter, brush your hair, fix your teeth, what you wear is all that matters”. Fixing your teeth won’t necessarily make you pretty but it is the message that many little girls have, many of these ideas come from advertisements such as the shampoo advert and the messages we deliver in the media.