PM Pick

Ads for cell phone use

Advertisers appear to be salivating at the prospects of sending ads to individuals' cell phones, and they are hoping to bait the hook for consumers by promising that ads will subsidize the cell phones and make them free to use. So having private and personal conversations brought to you by Nike and Starbucks and Miller Lite may not be too far off. As a non-cell-phone user, I can only speculate as to how annoying this will be, though I'd be much more likely to use a cell phone if I didn't have to decode the arcane service plans to get one. I don't need the "convenience" of being always accessible so badly that I'm willing to feel perpetually ripped off by roaming charges and binding contracts and other hidden fees to have it. I've always had difficulty wrapping my mind around the monthly minutes model and the other price discrimination techniques in play with cell phones, and I still can't fathom why text messages are so costly. Maybe when they are supported by ads the way many email services are, that will change.

The advantages to marketers of cell-phone ads are self-evident: The cell phone tracks where you are and allows for the ultimate in contextual ad placement. This is why Google is trying to get in on the action. It also compiles data on what are interested in and what sort of people you talk to, and if they are linked in as well, what they are interested in and so on. The cell phone network that marketers could tap into is much like the social networks mapped out on MySpace and Facebook, only much more useful -- much less fictional, and intimately connected with one's actual conduct in the material world. And because the medium is so personal, the ads can be personalized to the most extreme degree without the danger of alienating those not in the target audience. Presumably, some consumers will find such finely targeted ads useful rather than intrusive. They will want to, for example, know what marketers want them to think of the various retail outlets they might happen to be passing at any given moment.

Tyler Cowen, however, suspects that people probably don't want ads invading the inner sanctum of their phone.

Most people tolerate ads in their TV and radio shows, and indeed most of cable has evolved into an ad-supported medium. [But] many viewers turn on the TV or radio to dull their senses and simply to hear voices or see faces. Those who want more buy HBO and TiVo. In contrast, we call on the cell phone to feel in control of a situation (am I too influenced by my experience of a teenage stepdaughter?). The last thing the caller wants is to have that feeling of control interrupted by...lack of control.
I don't know that people would experience ads directly at them personally as a loss of control, though; they may find it flattering -- "Just imagine, these huge megacorporations have gone to the trouble of getting to know me and my habits personally." A small minority will be utterly creeped out by the thought of all this invasive surveillance, but others will feel the same thrill that reality-TV participants must feel when they know lots of people are watching. Advertising may keep lonely people company, and who is more lonely than the person addicted to checking a cell phone for updates?

Cover down, pray through: Bob Dylan's underrated, misunderstood "gospel years" are meticulously examined in this welcome new installment of his Bootleg series.

"How long can I listen to the lies of prejudice?
How long can I stay drunk on fear out in the wilderness?"
-- Bob Dylan, "When He Returns," 1979

Bob Dylan's career has been full of unpredictable left turns that have left fans confused, enthralled, enraged – sometimes all at once. At the 1965 Newport Folk Festival – accompanied by a pickup band featuring Mike Bloomfield and Al Kooper – he performed his first electric set, upsetting his folk base. His 1970 album Self Portrait is full of jazzy crooning and head-scratching covers. In 1978, his self-directed, four-hour film Renaldo and Clara was released, combining concert footage with surreal, often tedious dramatic scenes. Dylan seemed to thrive on testing the patience of his fans.

Keep reading... Show less
9
TV

Inane Political Discourse, or, Alan Partridge's Parody Politics

Publicity photo of Steve Coogan courtesy of Sky Consumer Comms

That the political class now finds itself relegated to accidental Alan Partridge territory along the with rest of the twits and twats that comprise English popular culture is meaningful, to say the least.

"I evolve, I don't…revolve."
-- Alan Partridge

Alan Partridge began as a gleeful media parody in the early '90s but thanks to Brexit he has evolved into a political one. In print and online, the hopelessly awkward radio DJ from Norwich, England, is used as an emblem for incompetent leadership and code word for inane political discourse.

Keep reading... Show less

The show is called Crazy Ex-Girlfriend largely because it spends time dismantling the structure that finds it easier to write women off as "crazy" than to offer them help or understanding.

In the latest episode of Crazy Ex-Girlfriend, the CW networks' highly acclaimed musical drama, the shows protagonist, Rebecca Bunch (Rachel Bloom), is at an all time low. Within the course of five episodes she has been left at the altar, cruelly lashed out at her friends, abandoned a promising new relationship, walked out of her job, had her murky mental health history exposed, slept with her ex boyfriend's ill father, and been forced to retreat to her notoriously prickly mother's (Tovah Feldshuh) uncaring guardianship. It's to the show's credit that none of this feels remotely ridiculous or emotionally manipulative.

Keep reading... Show less
9

To be a migrant worker in America is to relearn the basic skills of living. Imagine doing that in your 60s and 70s, when you thought you'd be retired.


Nomadland: Surviving America in the Twenty-First Century

Publisher: W. W. Norton
Author: Jessica Bruder
Publication date: 2017-09
Amazon

There's been much hand-wringing over the state of the American economy in recent years. After the 2008 financial crisis upended middle-class families, we now live with regular media reports of recovery and growth -- as well as rising inequality and decreased social mobility. We ponder what kind of future we're creating for our children, while generally failing to consider who has already fallen between the gaps.

Keep reading... Show less
7

Gallagher's work often suffers unfairly beside famous husband's Raymond Carver. The Man from Kinvara should permanently remedy this.

Many years ago—it had to be 1989—my sister and I attended a poetry reading given by Tess Gallagher at California State University, Northridge's Little Playhouse. We were students, new to California and poetry. My sister had a paperback copy of Raymond Carver's Cathedral, which we'd both read with youthful admiration. We knew vaguely that he'd died, but didn't really understand the full force of his fame or talent until we unwittingly went to see his widow read.

Keep reading... Show less
8
Pop Ten
Mixed Media
PM Picks

© 1999-2017 Popmatters.com. All rights reserved.
Popmatters is wholly independently owned and operated.

rating-image