To what extent does the advertising campaign for google chrome embody the values of participatory culture through web2.0?

Google is a multinational, publicly traded organization built around the company’s hugely popular search engine. Google original is an example of web 1.0. Web 1.0 is the first stages of the World Wide Web, which was much more about getting the audience to just take from what is on the Internet, also could be known as a ‘read only’ culture. Google original never gave audiences the opportunity to participate in any way with what was going on with the social network, which is where one of the transitions from web 1.0 and 2.0 occurs. Terry Flew stated in the third edition of new media “The difference between web 1.0 and 2.0 is move from personal websites to blogs and blog site aggregation, from publishing to participation, from web content as the outcome of large up-front investment to an ongoing and interactive process, and from content management systems to links based on tagging (folksonomy)”. Web 2.0 has become more about the audience interacting with each other through social networks to find their common link on-line with other individuals to share with rather than just taking in information we are also create it which in this current day is known as a ‘read write’ culture. Google chrome ad campaign, which is the area of which I am studying mainly Lady Gaga, Dear Sophie and S.B.TV, is a good example of web 2.0, it celebrates the idea of web 2.0 and advertise the idea that the audience should now be active rather than passive. The main theorist I am going to be looking at in this area of topic is David Gauntlet, Larry Lessing, Eric Raymond and Henry Jenkins. I will be investigating if the ad campaign for Google chrome embodies the values of participatory Culture through web 2.0.

Google chrome does many things different to what Google original would have done for example, In September 2008, Google released a large portion of Chrome’s source code, including its V8 JavaScript engine, as an open source project entitled chromium This move enabled third-party developers to study the underlying source code and to help port the browser to the Mac OS X and Linux operating systems. The chrome being able to do this shows that there is the idea of the Bizarre from this although Google chrome is still under copyright, the chrome has openly shared some of the user content to what is known as ‘Hackers’. Google chrome conveys the idea of the ‘Bizarre’ through their ad campaign, for example Lady Gaga’s Google campaign shows her audience in her advert being able to contribute to the ad. With the idea of creative commons people were able to take Lady Gaga’s songs and image and recreate it in the own way.

Google has some good content in it but one of the problem that it has, is that it follows the structure of the Marxist model, a top-down hierarchical structure meant that the audiences at the bottom has learnt to be consumers, taking in all the information from huge institutions like Microsoft. Because we have learnt to be consumers with that we have also learnt to be passive audience it was a ‘sit back and be told’ attitude. The Marxist model is what we also called the ‘cathedral’, where the audience in the time of television and also at the beginning of the world-wide web, we all had to go into the big companies chapel to get what they needed, this means if One ideology and representation is being passed down to huge masses from one institution, this would inevitably mean that huge masses would have the same values and ideas that conglomerates are giving. For example Disney’s cartoons mostly have the idea of beautiful girls that are damsels in distress they are saved by white heroes. Productions like this is what has programmed everyone to believe certain ideologies like males are strong and females are pretty these ideas are constructed from the media which is where Feminist Judith Butler gets her theory Gender Trouble: Feminism and the Subversion of Identity (1990). The ‘Bazaar’ is where the audience has more control and interaction with each other, everyone has their own bases like a market place where everyone can go to their shop and take what they want from it, and not having to listen to everything. A good example of the bazaar is social networks like YouTube, Twitter, Face Book etc.

One of the reasons I believe that audience is more in the shape of a bazaar is because, audience have become more sophisticated. Meaning that audience have got used to the idea of just being the consumer, audience has now evolved into people who also create for themselves also and the internet has given the audience a platform where they have a chance to share it with other individuals that are interested, therefore creating the shape of a Bazaar.


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