Theme #4

In every form of media today, we can see the way companies and networks are monetizing their different mediums to suit their chosen audience. These different mediums are becoming commercial based on what viewers they are trying to reach. In the radio aspect, depending on what type of audience they’re directing their music toward, the songs and styles are geared towards their interests. Take for an example, a pop culture station. This station would most likely play many upbeat numbers that are easy to dance to with only few slow songs by well-known artists. There would be break of talking between songs about celebrity gossip and contests for things like concert tickets or tuition. Constant news reports, weather updates, and traffic information would not be the main focus of this station.
This happens so that the backers of these stations can earn money. The only problem is that there is more than one pop culture or other genre focused station in each area. Sometimes when flipping through popular radio stations in my hometown, I would happen across more than one station playing the same song. This happened a couple times during the day because of how similar the basis of these stations is.
As we watched in the “Rock Jocks” video, the radio stations used to be completely free and uninhibited with what they were playing and what they were talking about. Drug tests used to be offered freely and sources of places to find the best concerts and weed were given out. The DJ’s were men and women of completely loose moral. They were up to date on the times of the 70’s, keeping their audience entertained and tuning in for more of the outrageous atmosphere that made these stations special and unique.
However, before long, these stations were taken over by backers and advertisers wanting to change the stations. They were now forced to use playlists, have a set description of material to talk about. There were no longer times when a complete CD could be played all the way through without interruption. The DJ’s had little control over what was to be played.
We see this now with TV networks, radio stations, and film. There are different trends and similarities between each of the same genre based stations. Nickelodeon and Disney are focused on the same audience so their shows and movies are very similar. The plots of episodes are repeated throughout each of the different “original series” that is circulated through each. Each Romantic Comedy film coming out these days is all the same with the same problems occurring between the couple. The movies have become predictable and a groundbreaking one has not been seen in many years.
Winston’s research can be related to this topic. His views on new media and technology are exactly why the stations are being monetized. In order to be accepted into society and therefore listened to or watched, the stations must give the people what they want to watch or hear. Without this, these stations will ultimately fail and cease to exist any longer. When a new series or station is added, it must go through the same process of being accepted into society as the already established stations had to before. Stations feed into the problems at the time often advertising solutions to many of the economic problems or running contests to increase listeners. The contests mostly focus on the hardships of the time and can be used by just about everyone in society.
Unfortunately, this monetizing effect makes the different media lack any true spark. There is no revolutionary song or film because no backer is willing to take a risk with that kind of money. It’s either a guaranteed success or it’s nothing at all. There is no willingness for individuality and the main thought is of money. It’s sad but true.