When Mainstream and Citizen Media Collide

Earlier today in Toronto, a tractor trailer accident caused Highway 401’s Westbound lanes to close for a significant amount of hours. Spilling two trailers worth of materials resulting in a serious clean-up, CP24 and other mainstream news outlets were sure to be on the scene and report the incident. Not surprisingly, many drivers traveling by were also taking footage of the accident and mess, bringing out their cell phones and other electronic devices to either snap a photo or take a video. What these drivers didn’t realize though, was that as they were travelling slowly by the accident filming the scene, the many police officers standing by would notice this and surely do something about it. After all, in Ontario it is now illegal to use a cell phone in any way while driving a car, so this traffic accident became the perfect opportunity for officers to enforce the new law. While being interviewed live by CP24, an officer noticed a man using his cameraphone while driving and swiftly pulled him over. Watch this humorous encounter between mainstream live media and citizen journalism.

Check out the video on the top right of the CP24 site.

Do you think this is merely bad timing on the driver's behalf? Or do you think it could be staged to set an example or precedent for other citizens not to use mobile devices while driving?

NBC Confuses Terry and Michael J. Fox

As a student participating in the online public sphere, I think it is important to make use of my alternative media channel as I am inspired, but most importantly, when mainstream news outlets report poorly. (Which I guess does inspire me ;). According to Henry Jenkins, alternative media (like YouTube) have an essential place in our contemporary culture when it can challenge the mainstream (as do blogs). In his article titled Nine Propositions Toward a Cultural Theory of YouTube, Jenkins states that on YouTube, “Amateur curators assess value of commercial content and re-present it for various niche communities of consumers”.

In this case, the commercial content I am choosing to highlight is footage of NBC discussing who will be participating in opening ceremonies. In the footage, not only does the reporter confuse Michael J. Fox’s name in place of Terry Fox, but the network even shows a picture of Michael J. Fox after the reporter has spoken about Terry and his mother. No more comments needed here, other than- HOW ON EARTH DO YOU CONFUSE THOSE TWO? You just don't... especially when you are NBC. Thank goodness alternative media caught this mistake, because it needs to be pointed out for the sake of Terry Fox’s memory. I have yet to find an article or any correction from NBC apologizing for this outrageous error. Here’s the clip.

I do want to take this time to link to the foundations related to both Terry Fox and Michael J. Fox. Please check out the Terry Fox Foundation for Cancer Research and the Michael J. Fox Foundation for Parkinson's Research.

Pepsi Outsmarts the Superbowl

With the Superbowl fast approaching, there’s lots of chatter regarding the epic advertisements that are known to make the most of the astronomically expensive commercial airtime they purchased. These commercials are so great that some people tune into the Superbowl JUST for them. Companies are aware of this, and sometimes go overboard in the ad production, resulting in it being banned for some reason or another. It’s interesting to note, though the commercials that do not make it on the air are uploaded and discussed online. The week before the Superbowl, the Internet is packed with information about banned ads and the effectiveness of the advertisement. Remember this one?

Taking into consideration that the ads are banned, they receive an enormous amount of viewing activity thanks to the rise of YouTube. So much attention that it’s been said some companies purposely create commercials with the intention of the being banned. This just shows the power of social media and interestingly enough, Pepsi has figured this out. This is the first year in 23 years that Pepsi is skipping out on paying millions for airtime and opting for another kind of viral marketing campaign. Named “Refresh Everything”, this is how Pepsi plans to use social media to better the world.

“Instead of pouring millions of dollars into a Super Bowl commercial, Pepsi has started a social-media campaign to promote its "Pepsi Refresh" initiative. Pepsi plans to give away $20 million in grant money to fund projects in six categories: health, arts and culture, food and shelter, the planet, neighborhoods and education.”

The following is an ad for the Refresh Everything Project. Nothing makes me happier than seeing a large corporation spend millions on positive initiatives – especially the environment, since human activity is not helping global warming. And really, we know how many people the Superbowl attracts, but spending millions on a 60-second ad compared to this Pepsi Refresh Everything Project seems stupid. Social Media for the Win!

And for the record, I’ve always liked Pepsi products better than Coke.