COM 246 Study Guide - Final Guide: Targeted Advertising, Like Button, Zork
2 Sep 2016
School
Department
Course
Professor
SPRING 2016
Final Exam STUDY GUIDE
Com 246
Scott Kushner
Section 1 Labor, Work, and Capital
SCHOLZ : "What the MySpace Generation Should Know about Working for Free"
-Labor : expedtive of human energyy
-Work : when labor is exploited
-Exploitation: what transforms work into labor
•we exploit to make full use of/benefit from
-Affect: emotion/desire influencing behavior/decision
-“time monopoly” its products are feeling of ease, well being, satisfaction
-platform extracts value from user labor
•by collecting demographic and consumer preference data directly from users and
using the data to sell targeted advertising
-Myspace Failed b/c
•back-end database and front-end interface were not able to harvest user data/
attention like Facebook
-Google makes its money
•by selling advertising that is related to search terms entered by users
-immaterial value - feelings
GEHL : "A History of Like”
-People who like an add will recall its message better and associate feelings with it
-Replaces the work of activism
•the one thing that made activism significant was that it was difficult, “liking” is easy
-Like button not aweseom button?
•best way to predict an advertisement ability to drive sales is to ask if people like it
!1
find more resources at oneclass.com
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SPRING 2016
-No dislike button because advertisers would be undermined
TUFTE: “The Cognitive Style of PowerPoint”
-Powerpoint does not encourage thinking
-it reduces analytical quality of serious presentations of evidence
-should not distract
-bullet points confuse people by imposing a structure that causes important ideas to
be lost
-should not be sales pitch
-microsoft - laziness, spell check
-CNN gives you the info since u wont look for it
KOCUREK : "Coin-Drop Capitalism"
- Teaching vs. Training
- ^how to do tasks/ skills ^ how to be a certain role in society
-Zork - make your own map, sense of analyzing surroundings
-^ how to think like a computer
-coin is how to be an American tourist
-1970/80s arcases taught gamers to self regulate expenditures, follow rules, and use
computers ——- effective post industrial workers
KANTOR AND STREITFELD : "Inside Amazon"
-first time there was white collar conditions - hazing
-anytime feed back tool : good b/c you can praise, bad b/c alliances
•report on one another effectiveness to management
-peer survalience : everybody is watching - social dynamic
-purposful darwinism
-want to extract the most from their employers
!2
find more resources at oneclass.com
find more resources at oneclass.com
SPRING 2016
Section 2: Interpersonal Relationships
-how media interact w/ friends, fam, romance
-how media alters ways relationships are structured
-if you use media, you have a way of interacting
FERRIS : “Where are you”
-What is the phone?
-phones are writing machines
-records memories/identities
-fixed speech - invasion of spoken language
-always on call
-Landline question : who is it?
BOYD: “It’s Complicated”
-CONNECTION
-Networked publics: imagined community that emerges as a result of the intersection
between people, technology, and practice
•it is imagined because many of the communitys members do not know one another,
except through the mediating of technology that makes the community possible
•shaped by 4 affordances : persistence, visibility, spreadability, search ability
-persistance : durability of online expressions and content
-Parents are over controlling/ hypocritical/ unwanted interuptions
-use internet to connect not be alone
-internet is the connection
-addicted to each other not social media
-learning how to have a space of their own - freedom
-when she observed she already had certain categories in mind
!3
find more resources at oneclass.com
find more resources at oneclass.com
