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I pat my jacket pockets looking for my keys as I walk up the three small steps leading to my front door. When I finally locate them at the bottom of my purse, my roommate swings open the door and hollers at me that I'm late. I can hear Chris Harrison's voice booming from the television inside and I can tell that I've already missed the rose ceremony, uh. Another Monday night that I've gotten off work late and missed The Bachelor, me and my roommates' favourite shows. By the time I've finally settled onto the couch America's Got Talent is finishing up it's first segment. As a commercial blares for Tropicana Orange Juice (do they really fit 16 oranges in every container???) I'm reminded that I'm almost out and quickly jot down a note in my phone to pick some up tomorrow.
And just like that, I've unknowingly joined a new labour force - The Audience. Dallas Smythe first put forth the idea that just as the television program is being sold to the audience, the attention of the audience is being sold to advertisers (known as the Blindspot Debate, more info HERE). I mean, what else is a company paying for when they buy advertising time on a network? We as viewers have become a product that can be bought and sold by media corporations to advertisers. That being said, what are they really buying? Realistically, advertisers are buying our attention and time- access to our eyeballs. In a perfect world for advertisers, of course they would purchase our brand loyalty, or our intention to buy products, but without that possibility, our attention will have to suffice.
And just like that, I've unknowingly joined a new labour force - The Audience. Dallas Smythe first put forth the idea that just as the television program is being sold to the audience, the attention of the audience is being sold to advertisers (known as the Blindspot Debate, more info HERE). I mean, what else is a company paying for when they buy advertising time on a network? We as viewers have become a product that can be bought and sold by media corporations to advertisers. That being said, what are they really buying? Realistically, advertisers are buying our attention and time- access to our eyeballs. In a perfect world for advertisers, of course they would purchase our brand loyalty, or our intention to buy products, but without that possibility, our attention will have to suffice.
Now if we are being sold to advertisers for our attention, we could then come to the conclusion that we are performing some form of work, or labour. You might be thinking to yourself "Thats insane! I'm not working while I'm watching TV! I'm just sitting on the couch enjoying a marathon of Keeping Up With the Kardashians!". I ask you to think, what made this programming possible? Who pays to produce your favourite television shows? You may pay for Bell for your Fibe TV subscription, but advertisers pay for the shows.
So now you are left paying monthly to watch shows to relax from a long day at work, when in fact a whole new shift is beginning when the advertisements flash onto the screen. Although there isn't much you can do about this, without advertisements there would be no programming, there WILL always be a mute button!
So now you are left paying monthly to watch shows to relax from a long day at work, when in fact a whole new shift is beginning when the advertisements flash onto the screen. Although there isn't much you can do about this, without advertisements there would be no programming, there WILL always be a mute button!