When companies control their media

This video was brought to my attention because the "reporter" is a former Learfield intern, Tyne Morgan. Some of you might remember Tyne from a little speed-texting video I posted a while back.

Big companies like Monsanto have always had the wherewithal to produce videos like this one. But then what? You buy time from a bunch of TV stations to air them? Pretty darned expensive.

Today? You create your own YouTube channel and hire someone like Tyne and you’re off and running. You can bet Monsanto has one bad mamma jamma of a database/mailing list that can be sliced and diced to target exactly the people that might want to see this.

So, when companies can control their media/message from A to Z… what is the role of what we used to call "the media?" [via Journamarketing]

One thought on “When companies control their media

  1. The difference is that here, we know that the source is. If MegaCorp X puts out a video on their YouTube channel, I know it’s coming from a PR apparatchik attempting to control the message. When it is being bought on an over-the-air broadcaster, it’s entangled with my perception of the broadcaster’s reputation for impartiality (or lack thereof).
    You can send the video to a list of people who want to see it, but isn’t that sort of preaching to the choir? Propaganda is as much about reaching an idea’s opponents and winning them over, and only then reinforcing and growing the support for that idea. You could speak to those people when broadcasting, precisely because you were not pinpointing who the audience was.
    The role for the media, freed from their corporate overlords, is to once again appeal to the public as a nursery for trust, where one can get help discerning what is bullshit and what is not. They have a lot of work to do.

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