Media Criticism Spring 2012

Part 1: Deconstructing Super Bowl Ads


Posted on | May 3, 2012 | No Comments

Today, there are over 400 million users on Facebook from all over the world (Budden, Elkersh, Vicknair, & Yancy, 2010, p. 7). Social networking sites like Facebook, Twitter, and LinkedIn have blown up over the past few years. They give people the opportunity to connect with others to create lasting friendships, business partners, and more. However, being “social” isn’t the only reason people have flocked to these sites. Employers, potential clients, and candidates for jobs use social networking sites to network and discover new people to do business with.

According to Chiş and Talpos (2011), a “social network” can be defined as, “a social structure based on individuals or organizations connected through the Internet” (p. 84-85). Social networks such as, Facebook and Twitter, let people communicate in a more informal way than a business call or an interview. Employers can even scout for possible employees based on Facebook or other social network profiles. Since communicating “face to face” happens less often nowadays due to the fast pace of life and limited free time, social networking sites are becoming the new way to find a job, follow your favorite products and companies, and to get to know millions of people without ever leaving your office or home.

The main concern going through a graduating, college student’s mind is “will I find a job?”. Even though the recession has cut thousands of jobs over the past few years, people have discovered social networking as a valuable tool when searching for a job. According to Chiş and Talpos (2011), “a person usually spends an average of 7 hours a month on Facebook” (p. 87). However, it is likely that college students spend even more time on the site looking at pictures and all the posts from their friends. What every college student needs to realize is that potential employers are looking at your profile when looking for prospects for jobs. It would be a shame for an employers to look at a graduating student’s page to find pictures or posts that could cost them a job (Budden, Elkersh, Vicknair, Yancy, 2010, p. 7).

LinkedIn considers themselves the “world’s largest professional network.” According to Comer (2011), LinkedIn makes it easy to learn a contact’s interests so you can connect with them to form a professional relationship (p. 10). The site is designed to help people find employers, clients, and potential candidates for jobs. LinkedIn can also be a very beneficial site for newly, graduated college students so they can join the job market as soon as possible.

Even companies are starting to add social networking to their enterprise (Doctor, 2010, p. 40). There can be many pros to this but also a few cons. One of the pros of companies becoming involved with social networking is the relationship with their clients. Since millions of people have Facebook, Twitter, and other sites, they would be more inclined to follow the product and give feedback (Chiş & Talpos, 2011, p. 88-89). Social networking sites also expose more people to your product to get the word out about companies that are not as popular. Also, advertising costs could be reduced since social networking sites are free (Chiş & Talpos, 2011, p. 89). There’s nothing better than gaining a larger following without spending millions to do it.

Even though the pros definitely outweigh the cons, there still are a few cons to putting a company on a social networking site. Although the feedback from clients is a great way to make the product better, it takes a lot more time to respond to them (Chiş & Talpos, 2011, p. 90). Since commenting on the Internet is a lot easier than mailing in your feedback, there are thousands more comments to go through. Also, public criticism is an issue on the Internet (Chiş & Talpos, 2011, p. 90). It is common for some people to purposely sabotage something they don’t agree with or don’t understand. This could cause other customers not to buy the product or follow the company. However, you can easily get these comments deleted from the page.

The opportunities on social networking sites are endless. Social networking skills can even be an important tool that people usually look over when creating their resume (Doctor, 2010, p. 196). Employers, students, and companies can all benefit by going online and setting up a profile on a social networking site whether it’s for business or pleasure.


Budden, M. C., Elkersh, D., Vicknair, J., & Yancey, K. (2010). The Use Of Social Networking Websites As A Recruiting Tool For Employers. American Journal Of Business Education, 3(11), 7-12.

Chiş, L., & Talpoş, M. (2011). PROS AND CONS OF CORPORATE SOCIAL NETWORKING. Review Of Management & Economic Engineering, 10(2), 83-92.

Comer, J. (2011). Building Relationships With LinkedIn. Journal Of Financial Planning, 10-11.

Doctor, K. (2010). Newsonomics: twelve new trends that will shape the news you get. New York: St. Martin’s Press.



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