The Evil Found in Convergence Culture

Probably the one thing that struck me most about Convergence Culture was what I learned about the evils of Bert of Sesame Street fame. Prior to reading this book I was completely unaware that this harmless puppet kept such dark company. However, now that I have been enlightened by such sites as www.bertisevil.tv I will avoid this character completely. Yes, he may only be a puppet, but apparently those that pull his strings of the same ilk as those in Quentin Tarantino's Star Wars. Not only is he evil, but his association with Osama bin Laden guarantees that anyone keeping his company will receive a personal visit from Homeland Security.

The stunning revelation of Bert's character though paled in comparison to what I learned about American Idol. Prior to reading Convergence Culture, I saw Idol as an annoyance--something I was meant to know about, something I was meant to care about, something that I answer, "No, I've honestly never seen the damn show" several times a week to friends who shook their heads in pitying disbelief. However, after reading Convergence Culture this show took on a new light. I had no idea that in addition to enslaving millions to their television sets the show is also attempting, with very little subtlety, to enslave millions to their brands. Seriously, "Lovemarks and Emotional Capital"? No longer are we meant to simply have 'brand loyalty'--buying products because we trust the name behind them--now we are meant to allow corporations to "break into" our "hearts and minds. In that order..." according to Coca-Cola president Steven J. Heyer. Now, we are meant to equate Coca-Cola with that night that we sat on the edge of our seats squeezing our lover's hands as the rush of seeing Kelly Clarkson win caused him to propose. Seriously, before reading this book, I had no idea that television was being used to actually create a marketing audience. In the past, advertising was meant to win us over--ads were created to help us understand why we should buy Crest instead of Colgate. But now, advertisers are trying a far scarier approach; advertisers are now using television to make their products something that we should not only love, but something we must love in order to have clout. If we aren't part of the Idol bandwagon (and millions of people are) we are really worth advertisers' time. I wonder how long it will be before politicians follow suit.

To be continued...