Pop Culture: A Very Brief Summary

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Klein discusses how brands utilize their size to try and limit the amount of choices the public has, through market dominance (think Wal-Mart) or ‘invasion’ of a particular area (think Starbucks). Klein argues that every company strives to be the most dominant in its particular arena. Other corporations, like Sony or Disney, open their own chain of stores, eliminating competition from even having their merchandise on the shelves. This section also touches on the way that companies combine with others to add to their ubiquity. ABC News is supposedly under pressure to not air any stories that are extremely unfavorable of Disney, its parent company. Other chains, like Wal-Mart, can and do threaten to pull products off their shelves, compelling…show more content…
Youtubers make money off of producing videos of live gaming, beauty tutorials, vlogging and more. It also touched on other social media platforms like Vine and Snapchat, and how many of the “influencers” crossover into multiple platforms, some even making it into television. Also, there was discussion on how the fan base for these people is comprised almost entirely of teenagers. What I found/find most interesting is this constant state of always looking for the next big thing, the next step. Marcus Johns commented on the “digital natives… getting restless”. It’s a viral video age now. Something is mega popular for a relatively short amount of time, then the “next big thing” is created or discovered and people forget all about the thing they were obsessed with before. Even some of these microcelebs jump from platform to platform, easily adapting to new things. Are those people who stick to their one element (just a YouTuber or just a Viner) at a disadvantage? Everything is changing all the time, so I guess it pays (figuratively and literally) to be more flexible and adaptable. In the digital age, just seeing weekly videos doesn’t seem to be enough anymore. People want videos, pictures, tweets, snapchats, vines. Fans want to feel as close as possible to these people, as much as possible. Both the No Logo and Hollywood and Vine readings

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