Mittman_si110_finalpaper

Mittman_si110_finalpaper - 1 Tricia Mittman SI 110 Final...

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1 Tricia Mittman SI 110 Final Paper The Growing Influence of the Internet on the Rise and Demise of Trends Consumers aged 12-20 spend $1 billion a year on commercialized trends, according to the PBS Frontline documentary Merchants of Cool . Americans view around 3,000 advertisements per day, trying to influence their views on what is ‘cool’ and ‘in’ at the moment . But how do they know what is trendy at any given time? The United States spends $6 .7 billion annually on market research. Our communications industry has the highest expenditure of any other country, and this is due to the extreme promotion of . Trends form as a product of increasing interest in a unique subject that eventually reaches the popular market where they are merchandised and sold to consumers aiming to be considered ‘trendy’ . By popularizing the trend, it becomes less unique and thus less desirable, until eventually a new trend replaces it – most of the time . Trends that ultimately survive and become incorporated in our culture have the unique component of becoming a social necessity and influential in our lives . A trend becomes a social necessity when it is not only simply a luxury, hobby, or entertaining venue, but also a way through which people conduct their daily lives . If a trend fades, nobody would be significantly worse off (except the inventors, perhaps); however if a social necessity disappears, society would be harmed and culture would face a noticeable loss . While the primary channel of spreading trends used to be newspapers, TV, and magazines, the Internet has largely taken over the job . The Internet’s immediacy has enabled trend spreading to occur exponentially faster, and
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2 subsequently trends have a much shorter lifecycle than before . Before the days of the Internet, the methods by which trends spread were primarily through print and TV sources . These types of media are created days, weeks, or months before their release, and by specialists trained in these fields . This allowed a more careful construction of trends and trend spreading, as the publication or TV program was cautiously edited to depict the exact messages the media wanted to spread . These media outlets, such as Vogue magazine or the Today show, served as the primary trend spreaders that people followed . On the contrary, the Internet has made it possible for anyone to become a trend spreader . By creating a blog or website, anonymous people can post trends and interests for all to see . Perez Hilton, a famous gossip blog, is the 143 rd most trafficked website in America (Perez Hilton, n .d.). Perez constantly posts his favorite trends, from music to fashion to political ideologies, and millions of people each day tune in to see his latest picks . Unlike a magazine or newspaper, Internet blogs can be accessed by millions of people seconds after their creation, and instantly shared with million more through a URL . This makes the trend recognizable much sooner than if it
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Mittman_si110_finalpaper - 1 Tricia Mittman SI 110 Final...

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