Jenkins writes that "Coca-Cola sees itself less as a soft drink bottler and more as an entertainment company that actively shapes as well as sponsors sporting events, concerts, movies, and television series" (69). Coca-Cola sells us not only their products, but also plays a part in shaping the way we think. They are essentially creating a mother culture induced by the trend of media convergence.
I read a BBC News article recently, titled "
Six Ads That Changed the Way You Think". The article mentions how Coca-Cola was a key player in creating the fat, jolly, red-suited, and white-bearded Santa we know today. Even Coca-Cola boasts their culture-shaping power on their
website with the history of Santa Claus. Many individuals even think that the inspiration for Santa's red suit came from Coca-Cola's reddish drink color. Nonetheless, this image of Santa Claus has become the status quo representation not only in the United States but also in the rest of the world. Media convergence, access to information and entertainment, and market forces permeates our lives today, affecting both, and being affected by culture.
Another interesting notion of how media affects advertising is the idea of product placements. In the world of TiVo, DVR, and home recorders, viewers are now fast forwarding through the commercials of their taped television programs. However, this new strategy does not come without its criticisms. Jenkins mentions that "viewers are mor accepting of product placement in reality programming than in any other genre (they are least comfortable with product placements in drama, news, and children's programming" (88). The writers of the NBC television series 30 Rock, takes this sentiment and places a humorous spin to it. Tina Fey's character, Liz Lemon, who plays a head writer on the show, often pokes fun at product placement. The show may even be the ultimate product placement ad in itself, as it fictionalizes and often satires the it's own network and parent company, General Electric.
30 Rock in a way is a comedic synecdoche, in which the show represents a small humorous part of television network life of the real world. Characters on the show often break the fourth wall and wink at the camera (audience) or even takes not of their own shameless plug of their parent company or products placed on the show. I find it fascinating the writer's creative spin on product placement sentiment, turning it into comedy rather than the generally negative views on such an advertising strategy. It seems to be working for 30 Rock, winning Emmys and Golden Globes year after year, with millions of viewers and product impressions with each airing of an episode.
