Before you watch the Super Bowl tonight, you could, should you be so inclined, head over to YouTube and watch a preview of an ad Kia will be airing during the game. The spot features the Victoria's Secret model Adriana Lima wearing very little and doing even less: She spends the entirety of the ad, hilariously and (one presumes) at least partially satirically, swaying, saying nothing, and waving a checkered racing flag. Very, very slowly.
Super Bowl commercials (the experience of, the economics of, etc.) used to be pretty straightforward: Advertisers would gladly pay tons of money for a slot during the game's broadcast because an ad aired during the game's broadcast was an amazingly efficient way of getting a message out to tons of people. That's still the case -- a 30-second space is going, this year, for $3.5 million, up from $3 million last year -- but the mechanics of the messaging are changing, and rapidly. Super Bowl ads are no longer simply ads, in the Traditional Teevee sense; they're campaigns that play out, strategically, over time. Instead of functioning as commercial broadcasts unto themselves, they're acting more and more like episodic touchpoints for an expansive cultural conversation.
In part, that's about marketers racing each other for relevance in an environment where marketing messages no longer need to be confined to TV. But it's a bigger story, too -- of communications, overall, breaking free of the boxes that used to contain them. One function of the media, traditionally, has been the regulation not just of information, and not just of entertainment, but of time itself. Our broadcast networks, in particular, have segmented time into neat little boxes -- 30 seconds here, 30 minutes there -- and populated them with sounds and images that entertain and (occasionally) edify us. They have plotted our days into grids, scheduling our experience and helping us to forget that, in fact, there's very little that's natural about a time slot.
Super Bowl ads have been pretty much the Platonic culmination of the gridded media system. They have operated on the assumption that a Big Event itself (the experience of, the economics of) is significant not just because of its content, but because of the community it convenes (111 million people!). The Super Bowl is time rendered collective and contained -- so of course marketers want to buy themselves a chunk of it. When better to make your pitch to the world than during the period when the maximum amount of eyes are focused on, effectively, the same screen?
YouTube, and social networks in general, encourage precisely the opposite marketing model. Rather than containing consumer attention, they disperse it. They take the typical 30-second ad spot and condense it to five seconds ... or expand it to five hours. Or both. Or neither. It doesn't matter, because digital spaces remove time as both a constraint and a value in commercial production, allowing for marketing that insinuates itself on its intended audiences much more slowly, and much more manipulatively, and potentially much more effectively, than its analog counterparts.
You'd think all that would be bad news for broadcast networks, with marketers trading YouTube for boob tube and abandoning the pricey Super Bowl altogether. Why buy the milk, and all that. But: Not only are marketers continuing to pay for something they could ostensibly get for free; they're paying more for it than they ever have before. They're still finding value -- millions of dollars worth of it -- in the connective consciousness that the Super Bowl represents.
And that's because, in a world of atomized attention, anything that can aggregate us is becoming more valuable than it's ever been before. Ads aired during the Super Bowl aren't just ads; they're Super Bowl ads. That branding will give them a spot -- and a continued life -- in Monday's write-ups of Sunday's best Super Bowl spots, and in all those "Super Bowl Ads: 2012" collections that will function as archives for future generations. Their context will make them more than what they are. And that will make them, implicitly, more engaging than they might be otherwise. Super Bowl ads, as my colleague Jordan Weissmann has pointed out, have been found to be 58 percent more memorable than regular ads. And while that's partly, sure, because those ads generally represent the best stuff that J. Walter and friends have to offer, it's also because the ads, aired when they are, adopt the warmth of assumed connection that convened attention can confer. I am watching Matthew Broderick as 110,999,999 other people do. There is something epic -- and rare -- about that.
So Super Bowl ads are increasingly valuable because the kind of mass-conscious event they're part of is increasingly rare. Mass-ness itself is increasingly rare. Overall, in the U.S., TV viewership is declining. Audiences are fragmenting. The Gladwellian connectors that used to bring us together -- Lucy, J.R., Oscar -- are departing, leaving individual impulse as the driver of our time. This is wonderful, and liberating, but introduces its own set of quandaries. TV Guide, after all, wasn't just a guide book; it was a framework. It was a power structure. It assembled us, effortlessly, within its neat little boxes. By limiting our experience, it also connected our experience.
No longer. Increasingly, we're looking to social networks rather than TV networks for our entertainment, for our information, for our sense of the world. And those social networks are fluid and box-less and limitless in a way that traditional media never could be. What happens to events themselves -- those shared moments of cultural connection -- in a world where time is unconstrained? Is a Super Bowl ad really a Super Bowl ad when I can watch it long before kickoff?
Some researchers believe that the microbiome may play a role in regulating how people think and feel.
By now, the idea that gut bacteria affects a person’s health is not revolutionary. Many people know that these microbes influence digestion, allergies, and metabolism. The trend has become almost commonplace: New books appear regularly detailing precisely which diet will lead to optimum bacterial health.
But these microbes’ reach may extend much further, into the human brains. A growing group of researchers around the world are investigating how the microbiome, as this bacterial ecosystem is known, regulates how people think and feel. Scientists have found evidence that this assemblage—about a thousand different species of bacteria, trillions of cells that together weigh between one and three pounds—could play a crucial role in autism, anxiety, depression, and other disorders.
In the 1970s, a new wave of post-Watergate liberals stopped fighting monopoly power. The result is an increasingly dangerous political system.
It was January 1975, and the Watergate Babies had arrived in Washington looking for blood. The Watergate Babies—as the recently elected Democratic congressmen were known—were young, idealistic liberals who had been swept into office on a promise to clean up government, end the war in Vietnam, and rid the nation’s capital of the kind of corruption and dirty politics the Nixon White House had wrought. Richard Nixon himself had resigned just a few months earlier in August. But the Watergate Babies didn’t just campaign against Nixon; they took on the Democratic establishment, too. Newly elected Representative George Miller of California, then just 29 years old, announced, “We came here to take the Bastille.”
Just why was Tom Hanks dancing in a black-and-orange suit on Saturday Night Live so funny?
This weekend’s episode of Saturday Night Live offered a mini masterpiece: a gloriously silly Halloween-themed piece revolving around a “Haunted Elevator” ride and its unusual star attraction. Beck Bennett and Kate McKinnon played a couple looking for spooky thrills who instead found something far more bewildering: a pumpkin-suited man who would randomly appear alongside two cheerful skeletons and perform a dance routine. “Who are you?” asked a frustrated Bennett after the man (played by Tom Hanks) appeared for the second time. “I’m David Pumpkins!” came the reply.
McKinnon followed up: “Yeah, and David Pumpkins is … ?”
Tom Hanks’s Doug has a lot in common with “Black Jeopardy” contestants—except, of course, for politics.
SNL’s ongoing “Black Jeopardy” series has been, in part, about divisions. In each edition, black American contestants answer Kenan Thompson’s clues with in-jokes, slang, and their shared opinions while an outsider—say, Elizabeth Banks as the living incarnation of Becky, Louis C.K. as a BYU African American Studies professor, or Drake as a black Canadian—just show their cluelessness.
When Tom Hanks showed up in a “Make America Great Again” hat and bald-eagle shirt to play the contestant “Doug” this weekend, it seemed like the set-up for the ugliest culture clash yet. The 2016 election has been a reminder of the country’s profound racial fault lines, and SNL hasn’t exactly been forgiving toward the Republican nominee on that front: Its version of Trump hasn’t been able to tell black people apart, and it aired a mock ad painting his supporters as white supremacists—which, inarguably, some of them really are.
Why cultures that value interdependence, like Japan, win at being deep
Think of the last piece of big news you got. How did you feel about it? Happy? Sad? Angry? Worried? Excited? Grateful? A little bit of all of the above? Experiencing multiple emotions at once may make it seem like you don’t actually know just how you feel about something—that you’re ambivalent, or indecisive, or wishy-washy. Psychologists would say it just means you’re emotionally complex. And according to a new study published in the Journal of Personality and Social Psychology, emotional complexity varies a lot between countries.
There are two definitions of emotional complexity that researchers tend to use. One is called “emotional dialecticism,” which just means feeling positive and negative emotions at the same time. The other is “emotional differentiation,” which is when someone is able to separate out and describe the discrete emotions they’re feeling.
Biology textbooks tell us that lichens are alliances between two organisms—a fungus and an alga. They are wrong.
In 1995, if you had told Toby Spribille that he’d eventually overthrow a scientific idea that’s been the stuff of textbooks for 150 years, he would have laughed at you. Back then, his life seemed constrained to a very different path. He was raised in a Montana trailer park, and home-schooled by what he now describes as a “fundamentalist cult.” At a young age, he fell in love with science, but had no way of feeding that love. He longed to break away from his roots and get a proper education.
At 19, he got a job at a local forestry service. Within a few years, he had earned enough to leave home. His meager savings and non-existent grades meant that no American university would take him, so Spribille looked to Europe.
Trump supporters are convinced Democrats are using “oversampling” to stuff the polls in Hillary Clinton’s favor. But they’re just wrong about statistics.
Late last night, pro-Trump Twitter lit up with excited chatter. Donald Trump is falling fast in the polls, sliding through a month-long decline most statisticians would say is a result of him being, you know, unpopular. (And maybe this. Or this. Or this.) But one blogger had another theory: Polling organizations are deliberately interviewing more Democrats to skew the surveys toward Hillary Clinton.
This afternoon, Trump threw his support behind the idea. “When the polls are even, when they leave them alone and do them properly, I’m leading,” he said at a rally in Florida. “But you see these polls where they’re polling Democrats. How’s Trump doing? Oh, he’s down. They’re polling Democrats. The system is corrupt and it’s rigged and it’s broken.”
What use is there today for one of the oldest virtues?
As many Americans go about their days, I imagine they have two little angels perched on their shoulders, whispering conflicting messages about happiness and material wealth. One angel is embodied by James Altucher, a minimalist self-help guru recently profiled by The New York Times. Altucher claims to have only 15 possessions, after having unburdened himself a few months ago of 40 garbage bags’ worth of stuff and never looking back. As I read about Altucher, I rolled the numbers 15 and 40 over in my mind, thinking about the belongings in my bedroom and the garbage bags under my kitchen sink.
The other angel is Tyler Brûlé, the editor in chief of the fantastically high-end lifestyle magazine Monocle and a columnist for the Financial Times. He is the sort of writer who tosses off such lines as “I zipped along the autostrada through the Val d’Aosta with the ever-trusty Mario (my Italian driver for the past 20 years) at the wheel” with little regard for how privileged and pretentious he sounds (especially in his superfluous parentheticals). Still, there is something, I’m a little ashamed to say, that I envy about Brûlé’s effortless cosmopolitanism—which, it’s hard to miss, is only made possible by unusual wealth.
Tristan Harris believes Silicon Valley is addicting us to our phones. He’s determined to make it stop.
On a recent evening in San Francisco, Tristan Harris, a former product philosopher at Google, took a name tag from a man in pajamas called “Honey Bear” and wrote down his pseudonym for the night: “Presence.”
Harris had just arrived at Unplug SF, a “digital detox experiment” held in honor of the National Day of Unplugging, and the organizers had banned real names. Also outlawed: clocks, “w-talk” (work talk), and “WMDs” (the planners’ loaded shorthand for wireless mobile devices). Harris, a slight 32-year-old with copper hair and a tidy beard, surrendered his iPhone, a device he considers so addictive that he’s called it “a slot machine in my pocket.” He keeps the background set to an image of Scrabble tiles spelling out the words face down, a reminder of the device’s optimal position.
By ridiculing Kid Cudi’s substance use and depression, he proves how much guts his rival had in fighting stigmas.
When the rapper Kid Cudi announced he’d checked himself into rehab for depression and suicidal thoughts earlier this month, it sparked a social-media conversation about stigmas around mental illness in America generally, and among black men specifically. The hashtag #YouGoodMan went viral, people shared their favorite hip-hop songs about mental health, and many praised Cudi for his courage in going public.
Now, a new track from Drake makes clear how powerful the stigma Cudi defied remains. In “Two Birds, One Stone,” the rapper seems to describe Cudi, saying,
You were the man on the moon
Now you just go through your phases
Life of the angry and famous
Rap like I know I'm the greatest
Then give you the tropical flavors
Still never been on hiatus
You stay xanned and perked up
So when reality set in you don’t gotta face it