The Information Technology Revolution and the Changes of Networking!

Networks, what are they, how are they defined, what constitutes as a network? Wordnetweb.com defines networks as "an interconnected system of things or people" which can be construed as a huge variety of different platforms. Networks of some description have been established throughout history; even our Neanderthal ancestors would have had some sort of hunting or travelling network. A more relevant and organised example would be the Roman Aqueduct network supplying water and removing waste, essentially 'connecting' towns, villages and cities with something they required. Looking at this from an anthropological perspective you could say the creation and use of networks is a fundamental part of human existence, something as society we always aim to establish in order to improve existence.

In a post-modern society we have the internet, this in many respects is THE network, there’s still flight, shipping and trade networks in place to name a few but the web is connecting nearly all the areas of the globe; and it’s still growing. The Internet is now becoming as much use as your right hand, for most of us using a computer is second nature and regular use of the internet is an essential part of life. In fact the BBC News website states in an article that relates to the internet as a fundamental human right that "Countries such as Finland and Estonia have already ruled that access is a human right for their citizens." So this is the future, as the trading of goods and products still stands in a post industrial society the exchange of ideas and information now takes prestige in a non material form superseding our previous conceptions of networks.

So Albion Shackers I leave you with an influencial quote I found from Dr Hamadoun Toure, secretary-general of the International Telecommunication Union (ITU) ""The internet is the most powerful potential source of enlightenment ever created."

Advertising

  On a daily basis on your commute to work, trip to the shops or even just walking round your own home how many advertisements do you think your exposed too; Not just when your sat vegetating in front of that flashy sound and light box in your living room when it breaks for commercials but in your everyday life? This morning on the way to a lecture I can’t even count on two hands how many brand labels, posters, billboards and signposts I’ve seen telling me where to drink, what to do, what to buy and even how I can improve myself by buying into weight loss program?
 

You can argue the advertising is one of the most powerful and controlling forces we are ever exposed to there is no way you can go about daily life without coming across it. You may not even realise the subliminal ad "effecting behaviour by bypassing the conscious brain." (Branston, 2006) Essentially placing advertising values into a medium showing you the benefits of wants and needs you had no idea you valued. For example if you buy yourself the Gillette Razor your shave's going to be so good an amazingly sexy girl will walk round the corner and stroke your face because she can’t resist a Gillette shaved jaw! (This may be true; I'm looking into it for the benefit of research) So essentially you cannot escape the dominant force of advertising unless you want to dig yourself a huge hole in the desert and never leave.....

What was that? Subliminal brainwashing, what am I talking about? Well folks, sit down and ponder with me for a tick. I’m sure most of you will have eaten fish fingers at one time or another unless you yourself were kidnapped by the desert hermit as a youngster! Remember Captain Birdseye the bearded fellow with a ship full of children and fish fingers...

Birdseye have had a rebrand and removed the hairy captain, I myself miss the chap and researching into why he was removed from the campaign I can only find this:

Brand recognition one of the greatest tactics a brand can hold in its arsenal of advertisement. Most of the U.K can relate to the Birdseye brand, so now as established as they are they decided to sink the captains ship and introduce something a little more sinister:

http://www.youtube.com/watch?v=lsKWjO213EY

The adverts moved from its appeal to children now focusing on the parent, if you’re not giving your kids Birdseye then not only are it bad for them but a frozen polar bear might just nasty. This is what we might class as lifestyle advertising, going way beyond the uses of the product and offering the audience a lifestyle they can buy into by using the product.

As ever readers I have to start to wrap this up, so much to talk about so little time. All I say to you is be aware of the influence of commercial culture, they never stop creating new ideas to make you purchase, subscribe and spend!