Media Criticism Spring 2012

Part 1: Deconstructing Super Bowl Ads

Technology versus humans, who wins?

Posted on | April 25, 2012 | No Comments

I ask you to picture a typical day and count how many times you think you use any piece of media technology. For me, I counted over 65 times a day I use media technology which includes my laptop, the internet, television, radio, iPod, and cell phone. These tools are used all over the world to obtain the latest news, communicate, and buy the latest advertisement. I believe I could speak for the majority of people that will be reading this blog, that in today’s society it is hard to not utilize the media technology because it makes life less hectic.

Sonia Livingstone, author of “Young people and new media: childhood and the changing media environment“, stated, “We can no longer imagine our daily lives—at leisure or at work, with family or friends—without media and communication technologies.”

Technology companies including Yahoo, Google, MSN, and AOL are reoccurring media outlets that individuals use all over the world. Yahoo alone produces more than seven billion dollars in revenue a year and reaches over 562.6 million people each month (Doctor, 2010). How do companies like Yahoo target that many people and bring in that much revenue? The answer is through technology and without it there would no companies like Yahoo, Google, MSN, and AOL. According to Trip Gabriel, author of “Speaking Up in Class, Silently, Using Social Media,” media technology is being used at work and even in schools. Schools are using twitter and blogging accounts to allow for students to express their opinions and improve their writing skills.

In the book Newsonomics, Ken Doctor writes about “Twelve new trends [or laws] that will shape the news you get.” The ninth law is called: “Apply the 10 Percent Rule.” The idea behind the law is that we are past the debate about man versus machinery and should value what each one contributes. Doctor says, “Let technology do as much of the heavy lifting as possible—that’s the 90 percent—and let humans come along and work on top of the technology, adding skills, the intelligence, and the judgement.”

Applying the 90-10 rule will vary depending on the technology, company, product, and will be used as a multiplier tool for journalists. When comparing the ‘old days’ versus the present day, journalists will be able to research, interview, edit, tweak write, distribute, and customize in the blink of an eye. In today’s society media technology has already made a huge impact worldwide by using ad targeting to drive the biggest change in the news industry, metrics transforming to the news trade, managing audiences more flexibly, and more much more (Doctor, 2010).

An important persuasive technique Doctor uses to enforce the ninth law of Newsonomics, is called Simple solution. Simple solution is when the persuaders ignore complexity and propose a simpler solution. Doctor uses the idea of how busy and complicated life is and proposes the solution of technology to covering 90% of the work and humans contributing 10% by adding skills, intelligence, and judgment. Overall, the persuasive technique in this situation leads to an easier and less complex solution.”

After further consideration on the ninth law presented by Doctor, I feel it is significant for individuals to engage and learn what the latest technology has to offer. Technology isn’t going away and will only progress, so why not work together and create miracles including ending world hunger, child abuse, and finding a cure for cancer as well as other deadly diseases.



Doctor, K. (2010). Newsonomics: Twelve New Trends That Will Shape the News You Get. New York: St. Martin’s Press.

Gabriel, T. (2011). Speaking up in class, silently, using social media . New York Times. Retrieved from

Livingstone, S. (2002). Young people and new media. London: SAGE publications Inc. Retrieved from changing media&ots=TTcbDeKxnD&sig=ytWPc0qx9dwkGgONxRF-VKtwuzc


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