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Social Networking: An Age-Neutral Commodity – Social Networking Becomes a Mature Web Application emphasizes that social networking is driven by its users, not necessarily the system. Social networking’s rise emanates from frenetic growth, rapid acquisitions by large web companies, fast migration from specialist to generic audiences, and the dominance of a few players like Myspace and Facebook.  Moreover, social networking sites have attracted a wider range of age groups because of three reasons: older users are adopting technology at a faster rate than their ancestors; social networking sites with business skews (like LinkedIn) have generated legitimate appeal among major corporations who leverage the sites as corporate tools; and users congregate with like-minded types.

I would challenge the article’s assertion that social networking is driven – at least, initially – by its users rather than the system itself.  Myspace, for instance, began as a music-sharing service; therefore, it revolved around an object rather than organic community growth.  Additionally, social networks are only successful when the “volume of members and content results in the users obtaining tangible benefits.”  The proliferation of social networking sites dilutes their novelty (and the intrigue of their features), which will eventually exceed a critical mass of users who remain interested.

Emily Steel. Wall Street Journal (Eastern edition). New York, N.Y.: Jul 2, 2007. p. B.3.

Steel reports the findings of a study conducted by a private company in which a survey about attitudes towards internet advertising was administered to 1,200 children between the ages of 9 and 17.  Predictably, the study found that children and teens dislike banner ads in particular, and advertising which interrupts their internet use in general.  Surprisingly, the study produced one finding which was more encouraging: children and teens did occasionally like widgets which they could use on their social-networking sites.  In fact, 20% of teens surveyed had downloaded marketing content in the month previous to the survey.  However, a number of factors influenced this.  Widgets are more attractive to this population when they can enhance the personalization of their site and when accompanied by incentives like coupons, giveaways, or entertaining tools.  Perhaps the most important and attractive characteristic of widgets is that they give some amount of control to consumers, who get to choose what they download and when.  Like all advertising, though, widgets have their drawbacks in that they do not necessarily convert to purchase behavior.  In view of all the studies which find consumers actively avoiding advertising, discovering one type of advertising which some consumers actively seek out may be encouraging to advertisers.

Of course, this source does not report the methodology behind the study, which brings the validity of its conclusions into question.  However, if the results are accurate, they provide a number of intersting contributions to the literature.  For one, they examine attitudes toward advertising according to age, instead of by gender or, more commonly, by grouping all consumers together.  This distinction is especially important with regards to the internet as a medium because of all internet users, children and teens have been immersed for all their lives in internet use, advertising, and norms, perhaps affecting how they have come to view internet advertising.  Attitudes of younger generations will also continue to be relevant for many decades as they grow older and increase in buying power.  The results of this study also narrowly consider one particular type of internet advertising which utilizes widgets, instead of internet advertising broadly or only banner ads, which can probably be safely reported to be disliked.  This points advertisers to a type of internet advertising which could be useful in the future, as well as to unique attributes behind it which may help them target ads and understand consumers better.

*Because this was not an academic study, I was not able to access the actual study results, only this article.
Wallace, David. . Lost Hollywood / David Wallace. 1st ed. 0312261950 series New York : LA Weekly Book for St. Martin's Press, 2001.
Call#: Van Pelt Library PN1993.5.U65 W29 2001
 

            In the chapter “Mr. Movies—Cecil B. Demille and Filmmaking in Hollywood’s Golden Age,” the author chronicles Cecil B. Demille’s professional and personal life in Hollywood from 1913 until his death in 1959.  DeMille came to Hollywood in 1913 when he could no longer make money working for stage productions.  Early on, DeMille revealed he was a stickler for detail.  This proved successful, as the majority of the films he turned out were popular.  As his career progressed, DeMille had a clear progression of styles, from sex comedies in the 1920s to overblown epics with seven figure budgets in the 1940s.  Following his financial success (he made more in a week than most people made in a year), DeMille stayed true to stereotype—he bought a fancy car, a fancy house as well as a weekend home with a pool and the iron gates from the set of The King of Kongs. 

            The immediate connection to the film The Day of the Locust in this chapter is the mention of the film The Buccaneer starring Anthony Quinn.  This is the film whose premiere immediately preceded the riot at the end of the film.  However, as the chapter goes on to describe the productions and life of Cecil B. DeMille, more similarities to The Day of the Locust appear.  The big budget epics that DeMille was known for directly coincide with the production that appears in the film.  It seems almost arbitrary when Tod is asked, “What do you know about Waterloo?” and this fascination with epic historical recreations coincides with those that brought DeMille success.  Even the autocratic style with which the director in the film shouts at the cast of the film matches the reported personality of DeMille.  Further, DeMille’s excesses–a large, elaborate house with a pool as well as fancy cars and dress—directly tie to those of Claude Estee in the film.  However, the chapter conveys a depth to DeMille’s life that clearly differentiates him from Estee.  While Estee is a caricature designed to illustrate the alleged emptiness that pervades even the lives of the successful in Hollywood, DeMille lived a rich life that included interests and successes distinct from the film world.

 

 

Read Kendall. "Stellar Throng Attends El Capitan Event. " Rev. of: Citizen Kane. Los Angeles Times (1886-Current File) [Los Angeles, Calif.] 9 May 1941,18. ProQuest Historical Newspapers Los Angeles Times (1881 - 1986). ProQuest. Van Pelt Library University of Pennsylvania, Philadelphia, PA. 9 Apr. 2008

This article by a LA Times correspondent, written on May 9, 1941, documents the west coast premiere of Orson Welles’s famous film Citizen Kane. Kendall reports that the premiere of Citizen Kane is held at the famous El Capitan Theater, a Hollywood landmark stage theater. The author describes a nostalgic feeling of “the old days” of Hollywood amid spot lights which pierced the sky in front of thousands of fans gathered – much in today’s fashion – to see their favorite stars. The glitz and glamour seems to add to Welles’s ego as he walks down the red carpet, his entrance timed. The crowds make even more noise for Barrymore as he walks into the theater. When stopped for questioning on the red carpet, Welles makes only one remark – about his gratefulness to George Schaefer, the president of RIO-Radio Pictures. “If it had not been for George J. Schaefer there would not be a Citizen Kane.” Outside the theater, the star-struck crowd for the premiere is so large that RKO had to erect temporary bleachers. The article then extensively lists the famous attendees, including Mickey Rooney, Ronald Reagan and Bob Hope. Kendall also includes a photograph of the “stellar foursome” including John Barrymore, Dolores Del Rio, Orson Welles, and Dorothy Comingore.

This article is a fantastic first hand account of the media and popular frenzy surrounding the grand release of RKO’s Citizen Kane. The movie premiered at the famous El Capitan Theater and was the first movie to be shown at that location. The theater remains a landmark to this day on the Hollywood strip. This article clearly shows that despite Hearst’s best efforts to suppress the film’s release, these attempts only furthered to publicize the movie and create even more attention for the premiere. Hearst did succeed in limiting the films success and it wasn’t for many years that interest in the film was revived. This article also, interestingly enough, reveals that as early as 1941, Hollywood felt a sense of nostalgia for the good-old-days of past. It is interesting to see these feelings manifest at such an early date, especially because today we consider Hollywood’s Golden Age to encompass the 1920s through the late 1950s.
This very recent compilation (2005) contains 11 scholarly articles on the subject of adolescent girls and their use of the web, from perspectives of age, gender, ethnicity, and sociology/media theory.  With regard to the subject of teenage girls and fandom, I am interested in Scodari's work on the negotiation of age and gender in TV fan newsgroups, since I am also discussing women's speech in such groups.  Mazzarella continues this topic with her discussion of the "cultural economy" of teenage girls fandom on the internet.  Finally, Thiel takes on the description of the construction of identity and gender identification for girls over instant messaging, which she describes as both a cultural and an experimentation space.  While this text does not discuss specific linguistic topics, it does serve as an interesting sociological reference for young women's behavior on the internet, which could influence or inform linguisitic decisions online.