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. Walterand 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?
The country's inability to pay it's debt or reach a deal makes it the largest nation in history to be in arrears to the IMF.
What happens now?
Greece’s missed payment to the IMF is a milestone—it’s both the first time a developed country has missed such a payment, and the first time a Eurozone country has defaulted on its debt. (Or it’s “in arrears”—as Bouree Lam explains below, the IMF isn’t using consistent terminology.)
But that doesn’t mean automatic expulsion from the Eurozone. Yanis Varoufakis, the country’s finance minister, made the case on his blog three years ago that “a defaulted Greece can easily remain in the Eurozone,” and that in fact “Europe’s optimal strategy is to let Greece default.” The Lisbon Treaty, which forms the legal basis of the European Union, actually makes no provision for a member’s expulsion. A 2009 legal analysis by the ECB found that, “while perhaps feasible through indirect means, a Member State’s expulsion from the EU or EMU [the European Monetary Union], would be legally next to impossible.”
People labeled “smart” at a young age don’t deal well with being wrong. Life grows stagnant.
ASPEN, Colo.—At whatever agesmart people develop the idea that they are smart, they also tend to develop vulnerability around relinquishing that label. So the difference between telling a kid “You did a great job” and “You are smart” isn’t subtle. That is, at least, according to one growing movement in education and parenting that advocates for retirement of “the S word.”
The idea is that when we praise kids for being smart, those kids think: Oh good, I'm smart. And then later, when those kids mess up, which they will, they think: Oh no, I'm not smart after all. People will think I’m not smart after all. And that’s the worst. That’s a risk to avoid, they learn.“Smart” kids stand to become especially averse to making mistakes, which are critical to learning and succeeding.
The social network learns more about its users than they might realize.
Facebook, you may have noticed, turned into a rainbow-drenched spectacle following the Supreme Court’s decision Friday that same-sex marriage is a Constitutional right.
By overlaying their profile photos with a rainbow filter, Facebook users began celebrating in a way we haven't seen since March 2013, when 3 million peoplechanged their profile images to a red equals sign—the logo of the Human Rights Campaign—as a way to support marriage equality. This time, Facebook provided a simple way to turn profile photos rainbow-colored. More than 1 million people changed their profile in the first few hours, according to the Facebook spokesperson William Nevius, and the number continues to grow.
“This is probably a Facebook experiment!” joked the MIT network scientist Cesar Hidalgo on Facebook yesterday. “This is one Facebook study I want to be included in!” wrote Stacy Blasiola, a communications Ph.D. candidate at the University of Illinois, when she changed her profile.
As sunny and smiley as gyms’ front-desk employees can be, they’re covering up a secret that keeps the industry going: Once you’ve signed up for a membership, they don’t want you to come in very often.
In fact, gyms are set up to entice the type of customer who will prepay for months or years and then rarely show up. In order to make money, private clubs need to bring in about 10 times as many members as their weight and cardio rooms can accommodate at any given time. This fact ends up shaping the way gyms are designed as physical spaces. In order to attract the type of people who will buy a membership but probably never work out with any regularity, designers give gyms sleek, hotel-like lobbies where membership paperwork is handled. Meanwhile, the intimidating equipment is kept in the back, out of sight—along with the sometimes intimidating brutes who grunt while using them.
The star has been accused of having a “large blind spot” on issues of race—but testing the boundaries of jokes is part of the process of stand-up.
There’s a fine line in comedy between subversive and offensive, and with every meteoric rise from stand-up to film and television stardom these days, there tends to be controversy over whether or not that line has ever been crossed. Amy Schumer, whose Comedy Central sketch show Inside Amy Schumer has been dominating the Internet on a weekly basis since its third season debuted in April, and who stars in the upcoming Judd Apatow comedy Trainwreck, is the latest figure to experience the pitfalls of being under such sharp scrutiny. A recent profile of Schumer in The Guardian by Monica Heisey, although largely positive, criticizes the comedian for having a “shockingly large blind spot” on race—and cites some clunky jokes she’s made about Latinos as examples.
The question is at the center of the Greek crisis.
In 1961, the economist Robert Mundell published a paper laying out, per the title, “A Theory of Optimum Currency Areas.” In it, he inquired about the appropriate geographic extent of a shared unit of money. Was it the world? A country? Part of a country? A border-spanning region of, say, the western parts of the United States and Canada, with a separate currency circulating in the eastern parts of the two countries?
“It might seem at first that the question is purely academic,” he wrote, “since it hardly seems within the realm of political feasibility that national currencies would ever be abandoned in favor of any other arrangement.” But it was worth considering anyway, in part because “certain parts of the world are undergoing processes of economic integration and disintegration,” and an idea of what an “optimum currency area” would look like could help “clarify the meaning of these experiments.”
The Islamic State is no mere collection of psychopaths. It is a religious group with carefully considered beliefs, among them that it is a key agent of the coming apocalypse. Here’s what that means for its strategy—and for how to stop it.
What is the Islamic State?
Where did it come from, and what are its intentions? The simplicity of these questions can be deceiving, and few Western leaders seem to know the answers. In December, The New York Times published confidential comments by Major General Michael K. Nagata, the Special Operations commander for the United States in the Middle East, admitting that he had hardly begun figuring out the Islamic State’s appeal. “We have not defeated the idea,” he said. “We do not even understand the idea.” In the past year, President Obama has referred to the Islamic State, variously, as “not Islamic” and as al-Qaeda’s “jayvee team,” statements that reflected confusion about the group, and may have contributed to significant strategic errors.
For centuries, experts have predicted that machines would make workers obsolete. That moment may finally be arriving. Could that be a good thing?
1. Youngstown, U.S.A.
The end of work is still just a futuristic concept for most of the United States, but it is something like a moment in history for Youngstown, Ohio, one its residents can cite with precision: September 19, 1977.
For much of the 20th century, Youngstown’s steel mills delivered such great prosperity that the city was a model of the American dream, boasting a median income and a homeownership rate that were among the nation’s highest. But as manufacturing shifted abroad after World War II, Youngstown steel suffered, and on that gray September afternoon in 1977, Youngstown Sheet and Tube announced the shuttering of its Campbell Works mill. Within five years, the city lost 50,000 jobs and $1.3 billion in manufacturing wages. The effect was so severe that a term was coined to describe the fallout: regional depression.
The second episode of the new season was a slow burner with a dramatic twist.
Let’s start at the beginning, with Frank in bed with his wife, Jordan, discussing water stains on the ceiling and childhood entombments. I don’t know about you guys, but I found this whole bit slack and familiar. Maybe there was a two-minute scene in there, but five? Maybe a more charismatic actor could have pulled off that lengthy monologue. But Vince Vaughn is no Robert Shaw, and his childhood basement is no U.S.S. Indianapolis.
The power in the president’s eulogy for Clementa Pinckney came not from his singing, but from the silence that preceded it.
Coverage of the memorial service held for Reverend Clementa Pinckney in Charleston last week focused largely on the surprising moment when the leader of the free world broke into song. That song, of course, was “Amazing Grace” and the president sang it distinctly in the style of the black church.
For all the attention Obama’s unexpected performance received, though, it’s worth taking another look at the “Amazing Grace” clip, this time watching for the silence. His singing seems to be a release of the collective tension that had been building for a week after the Emanuel A.M.E. shooting. But the preceding pause seems to hold its hearers captive. Though he is frequently interrupted with cheers and amens throughout his eulogy for Reverend Pinckney, the pause he takes 35 minutes into the speech is easily the longest break from the text before him.