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Is Social Media Toxic?: 9-1-1 and Gossip Girl

9-1-1 Season 4: Cast, Release date and more details! - DroidJournal
9-1-1

If you are here on this blog, I assume that you came here because the title interest you–cause it did for me. To begin with, Gossip Girl: Transmedia Technologies by Lousia Stein (this week’s reading) brought up a lot of interesting points. This reading addressed the issues of digital technology in media and how Gossip Girl uses it in a way for the social elite in NY but also for creativity within the show. One thing that I noticed is that they talked about the dangers of digital power while also talking about the visions of digital transformation in the future. In connection with the main points of this reading, I was able to connect it to real-life situations and also a TV show called 9-1-1. The dichotomy in responses about this issue on TV is very interesting.

The debate of whether social media is toxic or not first occurred to me when I noticed a common theme throughout all of the episodes. Just to give you some context, 9-1-1 is a procedural show that showcases the lives of LA’s finest firefighters/first responders and how they deal with everyday calls along with bringing us in on their personal lives. Every episode starts off with a scene before an accident happens and it proceeds with a call being answered by a dispatcher. While the firefighters are arriving on the scene, there are people who are recording the accident– LITERALLY… IN EVERY EPISODE. For example, there was one episode where a bouncing house was floating in the air after it was loosened from the nail on the ground and a group of people from the party started recording. As people were recording, there was a small group of people who were assigning people tasks in order to help, but everybody was more interested in getting their footage.

I find these scenes interesting because it seems as if the writers wanted the viewers to understand how dangerous social media could be at times. After a few episodes of silence on the matter, the writers finally addressed it in Season 2 Episode 1 where a group of YouTubers thought it was a great idea to stick their friend’s head into a microwave fill with cement. After the friends realized what they did, we would think that they would have learned their lesson. But as the firefighter got the guy’s head out, they started recording again for their Youtube video. The Captain acted out of annoyance and threw the guy’s phone in the water. After the scene, the firefighters talk amongst themselves about the effect that digital technology has on society.

The dichotomy in responses about this issue on TV is very interesting. As the 2000s baby myself, I see how it is affecting us. However, I think there are ways that it helps us too. There have been times where recorded footage actually exposes the craziness that goes on behind closed doors. For example, the recent George Floyd case. We had video footage of what the police officer did to him. Without that, nobody would have known the true events that went on that day. Another episode in 9-1-1 featured social media being helpful instead of harmful. It was when the power in the call center went out and people were forced to use hashtags on social media in order to reach out for help. Overall, Social media should be used as a source of entertainment and of course community building. But it should not go to the point where we are neglecting each other for a virtual world experience.

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CW Network: Flow

For my flow analysis assignment, I wrote about the planned flow of the CW network– in regards to the show All American specifically. Before you open your mouth to say I am obsessed with this show, I want you to understand that this is not just an ordinary show. It is a show created and handcrafted by God himself. It addresses important issues in this society while also breaking down the stereotype of different groups. Without promoting the show too much, I just want to give a small post appreciation to the writers and producers of the show–as well as the beautiful actors.

Nevertheless, I was able to zone my attention on the way that the network caters not only to the demographics of the network but also to the particular storyline when it comes to the commercials they presented. I analyzed 2 episodes of the show but in this post, I will only focus on only one episode. Through this analysis, I learned a lot about how a network can structure its ad choices in order to connect with the show. Moreover, I will talk about how the advertisements in episode nine go hand and hand with the memorable moments in that episode. Here is an overview of my flow notes:

Keys moments in Season 3 episode 9

All American – Season 3: Episode 9 : Testify

About 42 minutes each episode 

-Coup wants to drop out of school to start music career

– Olivia addiction relapse (pills and alcohol), she needs comfort

-Olivia gets in a car accident with Spencer –while drunk

Commercials Before Start of the show

  • Charmin (toilet tissue)

1st break

  • 1.Cloud service (HPE, storage)
  • 2.Bounty (Napkin)
  • 3.Nationwide (retirement)
  • 4.Petco (pets)
  • 5.Chase (banking)
  • 6.Mentos (gum)

2nd Break

  • 1. Petco (pets)
  • 2. Charmin (toilet paper)
  • 3. Airheads (candy)
  • 4. Intel Evo (laptop)
  • 5. Suburu (car)
  • Microsoft surface (sponsoring All American)

3rd break

  • 1.Apple (iPhone 12)
  • 2.Fruit of the Loom (underwear)
  • 3. Bounty (napkin)
  • 4. Strayer University (school)
  • 5. Lost girl (CW show)

4th break

  • 1. USAA (insurance)
  • 2. Kohls (clothing store)
  • 3. Dominos (food)
  • 4. Kia (car)
  • 5. Excel energy (energy)
  • 6. Lost girl (CW show)

5th break 

  • 1. Premiere of CW shows (Funny you should ask and family feud)
  • 2. Kohls (clothing)
  • 3.USAA (insurance)
  • 4. Turbo tax (tax)
  • 5. Nationwide (insurance)
  • 6. Mentos (gum)
  • 7. Strayer University

Total- Household Products/ Toiletries (4)- Finances(6)-Cars (2)-Food/snacks (4) – Electronics(3) -Clothing Store(3)- Misc – pets(2) – education(2)

One of the most memorable scenes from episode 9 is when Olivia gets in a car accident with Spencer. This scene was the perfect segway for the insurance ads that came back to back. I realized that the targeted audience of this network is young adults– who usually have the highest rates for car insurance. This is a very smart way to advertise after we see it happen in the show because our minds will already be in a place where we feel for the characters. So, it is easy to feed off of that emotion and sell us an insurance brand that we can not forget about.

Next, it was the random advertisement about Strayer University that sealed the deal for me. Before the commercial break, Coup talks about wanting to drop out of school while her mom is convincing her that she is making a wrong choice. The ad about the university speaks to the scene in which they are trying to show us that signing up for school is the right choice. This observation further supports my claim that the content of the show is working together with the flow. Overall, it was interesting seeing how the CW brand coincides with the organized flow to cater to the demographics they reach, which is something that I can not unsee now after studying it.

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Repetition Wins The Game

During this pandemic season, we have found ourselves watching more TV than usual (or openly admitting the amount because we have a valid excuse now). This means it is time for companies and businesses to ramp up their ad game. After studying the flow of a sports drama called All American on the CW app, I’ve noticed that the marketing strategies are skillfully cunning.

The CW's 'All American' is one of the best things that happened to me  during quarantine: Review

To begin, I just want to emphasize the fact that I do not watch much television. I am more of a movie person, so I would prefer a streaming platform such as Netflix where ads do not exist. However, the CW app dropped the 3rd season of All American and informed the viewers that it will not be dropping on any other subscription-based streaming platforms until a year after the release. Now that I am thinking about it– that was a smart move. That forces the hooked fans (like me) to find any way that they can watch it. (Even if that means downloading a VPN while you are out of the country).The only choice left is to switch to TV networks like CW that are filled with ads every second.

One thing that I noticed is that commercial breaks will come at a part in the show where things are getting heated. The smart part about it is that there is no option to “pay” to skip the ads–You just have to sit through them. It is also orchestrated to where the ads aren’t long enough to where one can leave the screen to do a quick errand. The commercials will be about 15 seconds long and because we are hooked from the last part of the scene that was cut off, we have no other choice but to wait so we do not miss anything. These ads aren’t just random ones either, there are usually the SAME ONES.

I have never noticed that they tend to replay the same commercials until I actually took note of it. And if there is one thing that I learn in my PYSC 110 class is that repetition is key. Another thing that I observed was that the ads are things that I have been talking about with someone, something I have been researching, or a product that I use often. Let’s start in reverse order. Everybody needs laundry detergent to wash their clothes. I literally go to the store and pick up any brand just as long as it smells good. But what I noticed is that I often gravitate toward a brand I have seen often. Secondly, I have checked for some hotels recently when planning a trip and noticed that a hotel booking company ad popped up. Lastly, I was talking about going to the skating rink with my friend, and all of a sudden we saw a skating rink ad.

Furthermore, at times I am not conscious of what I am intaking during the commercial breaks. I have caught myself craving a particular burger from a franchise that I have sworn off years ago. In all honesty, I know that there are toothpicks in between the buns to hold that burger up and make it look fluffy and thick and good. But the truth is ….. I GIVE IN….EVERYTIME! (well most of the time). I am always disappointed when I unwrap my flattened funky burger that doesn’t taste fresh as I imagined while looking at the deceitful pictures. But I am sad to say that it gets me every single time.

Brian Cox waxes poetic about the Quarter Pounder in Wieden & Kennedy New  York's first McDonald's ads | Ad Age

So, to wrap it all up, it goes to say that ads are a way to sell a product when on a TV platform that most viewers are on. I admire their marketing strategies and I will say that they still might even trick me even now that I am catching on to their plans. 🥴

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