Can't Escape Advertisements!

We, the consumers, are the victims of corporate conglomeration. Corporate conglomeration means when one company owns a number of smaller companies that are being controlled and operated independently, but are all managed by the main company. Therefore, corporate conglomeration has taken over every aspect of the world economy, from soda to food to hotels to gas. Our money is wasted on fuelling the businesses of corporate conglomeration. Media and film production companies ensure their success by using a variety of risk reduction strategies to make the most money from the biggest hits. David Grazian, the author of the book Mix it Up, argues "that decision making in the media industries is primary driven by the minimization of risk," (Grazian, 113). He highlights in his chapter six the strategies of risk reduction which include using as secondary market in way to generate profit from a cultural product beyond its domestic sale in its original format and using product placement as it happens to be a type of advertising but placed in a place we don't expect to see it. There are also other interesting risk reduction strategies, but this time I'm focusing on other risk reduction strategies that I found in Villaggio's cinema. Since thousands of people go to watch movies weekly in Doha, the cinema has become a perfect location for some businesses to advertise about their products and services. For example, Dr. Hassan Al-Abdulla, a well-known dermatologist doctor in Qatar, has placed a poster of his clinic in Villaggio’s cinema right in the center of the main entrance. So, that as customers walk into the cinema before even getting they’re snacks, they could stop and read about the services that he offers at Dr. Hassan Al-Abdulla Dermatology & Venereology Anti Aging Laser Center. There are also advertisements placed around the top of the wall. Cadillac, an American luxury type of car, has also placed an ad to advertise about their cars in Doha. You can’t escape looking at all sorts of advertisements when you’re in a movie theater. I recently went to watch a movie in Villaggio’s cinema, and as I was watching the commercials before the movie started, a Pepsi ad played. It was my first time to see Nicki Minaj’s Pepsi commercial. Nicki Minaj is an American rapper/singer. I must confess that I once heard her song Moment for Life, but when I heard her song again in the Pepsi ad, I liked her song more. Nicki Minaj’s song was played in a Pepsi ad; therefore it must be a form of using product placement. According to Professor Harkness, product placement is “a form of advertising where branded goods or services are placed in a context usually devoid of ads,” (class notes 02/18/2013). I found out from my online reading that Pepsi is doing a campaign called Live For Now “to amplify the company's longstanding ties with pop culture, said Brad Jakeman, who oversees the creative strategy for Pepsi's carbonated drinks around the world,”(Huffington Post). Pepsi decided to use a popular singer like Nicki Minaj to help flourish the brand’s name and gain it’s popularity back. Pepsi hopes to be number one on the beverages list, but Coca-Cola still is the top soda. The advertisement in this case is promoting both the singer and the Pepsi company. Maybe the song Moment For Life will gain more popularity because of the Pepsi ad, and maybe a lot of people will feel like having Pepsi after watching this advertisement.

Dehumanization in the Music Industry

“So, you’re saying a machine can do what any singer or an artist can do?” that’s what Fergie said when will.i.am explained how this new device works. (picture below) “I input my voice,” he said, “high notes, my low notes, then the whole English vocabulary. What you’re able to do with that, because of this artificial intelligence, when it’s time to make a new song, I just type in the lyrics and this thing sings it, says it, raps it, talks it.” Don’t worry, that doesn’t really happen in the case of the BEP, it’s just part of the script in their infamous Imma Be Rocking That Body video. This concept from the video basically supports the Ideology theory of transhumanism, which means using technology to develop human capacity and intellectuality for a "better society". This isn’t happening. Instead, however, the excess use of technology is leading the human population to a mental throw-down, mind-control because of the absent mind of the consumer, and dehumanization.


That machine in the video is already supporting one of the dimensions of McDonaldization which is control. Just like how people lost skills in fast food chain restaurants just trying to take an order, I believe soon enough artist will lose their creativeness and talents because they will rely on a machine to do the job for them. How do we know it’s not already doing that when the music industry, full of many secrets, is doing its job behind closed doors? There are dehumanized vocals out there that can be easily detected and you can name a few artists, other than The Black Eyed Peas.
Forget Britney Spears, she’s a different case, but artists like the BEP, Ke$ha and Nicki Minaj seem to have the right package to fall under dehumanized vocals. In almost every Ke$ha song you can hear an autotune, greatest examples are her singles that reached positions in the top 10 Hot Billboard chart like “Tik Tok” and “Take It Off”. And you can’t deny Nicki Minaj’s awkward rapping style (such as in her debut single "Massive Attack") and almost expressionless face features. This is definitely part of a dehumanized image in today’s society and it seems to be increasing. What will stop it now?

“This machine will take the peas into 3008. This is the future right here.” Continued will.i.am, while Fergie is still being raged and she replied “Right. So, we’re just not gonna go to the studio and not sing. Then, it takes the soul out of it.” Will.i.am still tries to convince the other peas. “You’re still gonna go to the studio and check out what the machine does.” While he continues to be persistent about the machine, Fergie gets up to leave and shouts “We’re not robots.” Scary, isn’t it? So, it doesn't just exist in food culture, but also in pop and music culture.

(The photos below show the album covers for the first 4 albums and then the ones released 2010).