From the S.B.TV ad campaign it shows at the beginning the boy Jamal clicking into the chrome icon, then a quick edit to him signing on to his Gmail he starts blogging. Straight away from him starting to blog we know that we no longer take just take in information, but know we create our own for people to read. This applies to Eric Raymond’s theory because the idea of ‘Open source’  the open style internet creativity has changed the structure of society from the ‘cathedral’, a top-down hierarchical structure where the audience is a more passive receiver to  the ‘Bazaar’, where audiences have more control and interaction with different choices and perspectives.  S.B.TV  conveys the ideology of a cultural structure change fitting the bazaar. You can see the same idea coming  in the Kony 2012 and  the Lady Gaga ad campaign in her ad the Bazaar structure is very visible people around the world take lady Gaga’s song ‘Edge of Glory’ and create it to make it their own from videos, pictures, and dance. From this you see that the masses have created their own versions of the song and recreated (the idea of the masses recreating something and making it their own is a creative commons idea) it to make it their own and posted it on social networks like YouTube, Twitter and Face Book etc to share. These chrome ad’s also express the idea that the people creating these adverts are from the masses around the world, in the S.B.TV ad the non-digetic sound of ‘Wretch 32- Tractor’ shows that the audience for that ad comes from a UK urban demographic. This is a contrast to the ‘Dear Sophie’ ad campaign where the dad is writing letters to his daughter and creating a digital album of videos and pictures being share around with family and friends. This ad targets more of a family audience mainly fathers, from this you see the lifestyle of this family live is suburban giving the idea that it  is for the middle class. Dear Sophie ad campaign differs to Lady Gaga’s, where the audience is more broad, due to the fact that advert is for the popular singer making the people involved in the advertisement more diverse than in the other two adverts, but still conveying the idea that the structure has changed and slowly becoming a ‘bazaar’ structure rather than she ‘cathedral’.

One of the reasons why the Bazaar is hard to call the social structure of the world is because big conglomerate industries more or less own the world because of the money they have and in Eric Raymond’s book ‘The Cathedral & Bazaar musing on Linux and open source by an additional revolutionary’ he states that “computer software is an increasingly critical factor in the world economy and in the strategic calculations of businesses.” To me this quote means that big businesses need the structure of the ‘Cathedral’ to stand because that is how they make their money and when web 1.0 was created money in take grew for companies because it was an easier way for them to give and sale ideas to the masses from this structure so they would not want to change it. Web 2.0 is a Bazaar structure, everyone is sharing and big institutions can’t have this because it means that the masses are also producing and sharing to others so businesses make less.

A good example of how the Bazaar works is from the Obama (2008) campaign. Barack Obama was particularly noted for his use of the internet and social network to rally supporters and make his policies known. “The integration of technology into the process of field organizing … is the success of the Obama campaign,” says Sanford Dickert. Barack Obama’s fundraising has broken previous records for presidential primary and general campaigns, and has changed expectations for future presidential elections. The campaign avoided using public campaign funds, raising all of its money privately from individual donors. He used social networks like YouTube, Twitter and Face book to getting his policies across hence he wanted to be the “people’s President”. This is different to past Presidential campaigns because campaigns was more about getting funded by businesses and paying them back if they get voted in (probably why we went into war to take oil in the first place). The 2008 elections placed the Internet mainly the social network squarely at the forefront of politics and campaigning raising $650 million for itself, a trend that is unlikely to change any time in the near future.


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