Frontline: Growing Up Online

http://www.pbs.org/wgbh/pages/frontline/digitalnation/

Growing Up Online.
by Dretzin and Rushkoff

Some looked familiar, and some did not... the authors put on a GREAT video, showing positive and negative of the latest evolution- growing up online.

Multitasking. Gaming Craze. Disorder. Addiction. School. Connection.

This video covered wide aray of influences that internet has in our society today.

Multitasking.
It seems the video geared that the youth today are always multitasking- true, however, the past generation did the same as well to achieve same result that we multitask for today, to get it completed. Or, to stay hooked to the society.

Surprisely a research showed that those who were EXPERT at multitasking more than 3-4 things at the same time-- shown that the memory are very disorganized and worse at analytic reasoning. How is that so, I ask myself. I often multitask, and I do sometimes get disorganized if things are not written down. If I rely on my memory- I am doomed. While multitasking- I often find myself doing that, as long it does not affect anything else.

While trying to study for an exam, is difficult to do since I have many distraction in my life- family life for one. Networking for two, including Facebook, Emails, Texting. I can understand that it does affect the ability of being able to do well on my exam.

Gaming Craze.
Wow. Internet cafe throughout the streets. Cheap to use. Even people have died from playing non-stop-- little water and no food. That is outrage. I can't even begin to say, why is it open 24-7? Even on school nights? Where are the parents? What is their culture for discplining their kids? Where does the money comes from? How much they charge? As you can see, this raised a lot of questions for me. I definitely do not relate to this, but this is shocking to see.

Disorder/Addiction.
Korean actually has a disorder for gaming addiction, decided by Dr. Ahn Dyon. What was determined in three year study that it is an addiction? What kind of treatment/medication are given for this? Internet Rescue School- interesting concept, similiar to Alochol Addiction treatment-- withdrawing from the addiction, however, do they develop a concrete plan for youth to get back to the society? Recapturing the childhood, great idea, however, it seems to be weak. The young boy shown, says he can't wait to get out of there, and get home, be online again. 90% are on gaming/online daily, and 10-15% are high risk, aka, addictions. This is alarming statistic.

School.
Bronx School lead by a great example of success rate by incoportating computer/internet in school system. 30% improvement in reading, 40% improvement in math, and 90% improvement in attendance is HUGE! I can understand why many resisist to this idea, I know I would be too. However, if this is success at the school, it means, it works. It does not mean, it will work at other schools as well. I thought it was very interesting that the vice-principal (or something like that) monitored the computer activity for all students, half of his time. I feel this is waste of time, however, I'm not exactly sure how they approach the monitoring system- if any discpline actions are involved for those that misuse the computer? One of the brief video shown, with boy studying online-- creating own flash card was interesting! I think that is a GREAT resource to ultize. But then, again, how are their writting skills? Is it readable? I may warm up to the idea of having 50/50% classroom on computer.

Connection.
Quite few in this area... First, Bubbe's Life-- in the kitchen, cooking, is an AMAZING story of an elder using the internet to reach to her audience. My father in his 60's, was laid off from his job of 30 years was left not sure which direction to take. Under unemployment training, he took computer course, and later picked up on basic skills, and learned how to use Facebook to connect with my brother and I, and eventually, his friends as well! It's amazing to see how elders are warming up and embracing the connection that online provides. Just last week, my mom said she needed to learn how to use computer and maybe get a Facebook account. I can't wait until she does. :)

Second, Blizzard Entertainment Convention, many recognized each others by voice, that they played together through gaming. Second Life, is almost like a reality-- an ativar, one create own person. I'm AMAZED that IBM built, no longer than 10 years ago, is an empty place- employers can work from anywhere- and meet online in a specific place for a meeting, whether it is on beach, or surrounding campfire to create relaxing environment. They did a research, showing that it does effects your memory-- for example, a boy, went swimming with whales in Second Life, and one week and half later, the boy actually think that he did go swimming with whales in real life- which is scary, especially for younger kids that do not know the difference, and many argue that they can tell the difference.

In all, the video shown was shocking, interesting, and it made me wonder what kind of life we are going to see 10 years from now. I have always thought, wouldn't it be cool to fly a car, and remote controlling the cars... how many accidents and death would it prevent? And the cars can stay beautiful and dent-free. :)


Connection.

Cola Cola Gymnastic

http://www.youtube.com/watch?v=wKPf0x9v_rw

Femine. Always. Female. Strong. Perfect.

This message is specifically geared to females. Gymnastic was at one time popular when I was younger. If you were involved with gymnastic, you are considered cool-- on the other hand, if you are not, you are not cool. In general, this applies to sports.

Female youth may attract themselves, and find themselves desire to be cool, and be part of the cool group of gymnastic girls- hence, drinking Cola Cola, will ALWAYS make you cool.

Ad was very colorful, attracting youth- if it was black/white, it would not have drawn much attention from the viewers.

Youth, nowadays, struggle with self-confident, and the ad promotes that by drinking Cola Cola, it will help them become perfect, and be strong like the gymnastic girls.

Men Without Pant: Docker

Men Without Pant: Docker

http://www.youtube.com/watch?v=5ZJJaj9IPGs

Lyrics:
I wear no pants (single)
I wear no pants (group in a round)
Perhaps you like your pants
To stop an often glance... See More
I wear no pants (group in unison)

Narrator: Calling all men, it's time to wear the pants
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Dockers 'Men Without Pants' March to Super Bowl
Jan 21, 2010

- Elena Malykhina


Dockers will advertise during the Super Bowl for the first time since 2002. On Feb. 7, the apparel brand is breaking a new TV spot, which uses Shazam mobile technology to allow consumer interaction.

The new 30-second ad, dubbed "Men Without Pants," via Draftfcb San Francisco, is part of Dockers' ongoing "Wear the Pants" campaign, which launched in December. It will run during CBS's telecast of Super Bowl XLIV, and appropriately, will address men on the subject of modern masculinity. (The ad shows childish men marching and singing: "I Wear No Pants." The men are interrupted with a message: "Calling all men, it’s time to wear the pants.”)

"We’re sending out a humorous call to manhood . . . The campaign celebrates the reemergence of the khaki, a product whose heritage is rooted in the military, as an everyday way for men to convey masculine pride," said Jen Sey, vp of Dockers global marketing, adding that "the pants" are only a piece of the puzzle since the ad encourages men to "wear the pants" both literally and figuratively.

Dockers also partnered with Shazam, a mobile music discovery application provider, enabling viewers to engage with the ad's content on their smartphones. In order to make it work, consumers need to download Shazam's app and "tag" the spot, which would take them to a branded content page. The page will house additional information on the campaign, music from the new TV spot, and a giveaway promotion. (The Shazam integration was was developed in partnership with Ignition Factory, a creative media specialty unit of OMD, while "Wear the Pants" was created by Draftfcb San Francisco.)

Sey said the mobile tie-in is a way for Dockers to reach consumers in new ways and encourage further engagement with the brand. Dockers hopes the Super Bowl will be the perfect opportunity.

So why is this the year that Dockers is returning to the Super Bowl? A sharp decline in the overall category has caused a major shift in how the company is approaching its brand efforts. "We’re on a mission to reinvent khakis and consumers’ relationship to the category, which has been passive in recent years," said Sey. "With our call to manhood message, the Super Bowl—the 'manliest' of days on the sports calendar—was a perfect choice for us to launch the campaign nationally."