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?
It’s the cloudless map’s first major makeover since 2013.
More than 1 billion people use Google Maps every month, making it possibly the most popular atlas ever created. On Monday, it gets a makeover, and its many users will see something different when they examine the planet’s forests, fields, seas, and cities.
Google has added 700 trillion pixels of new data to its service. The new map, which activates this week for all users of Google Maps and Google Earth, consists of orbital imagery that is newer, more detailed, and of higher contrast than the previous version.
Most importantly, this new map contains fewer clouds than before—only the second time Google has unveiled a “cloudless” map. Google had not updated its low- and medium-resolution satellite map in three years.
Three Atlantic staffers discuss “The Winds of Winter,” the tenth and final episode of the sixth season.
Every week for the sixth season of Game of Thrones, Christopher Orr, Spencer Kornhaber, and Lenika Cruz discussed new episodes of the HBO drama. Because no screeners were made available to critics in advance this year, we'll be posting our thoughts in installments.
It happened gradually—and until the U.S. figures out how to treat the problem, it will only get worse.
It’s 2020, four years from now. The campaign is under way to succeed the president, who is retiring after a single wretched term. Voters are angrier than ever—at politicians, at compromisers, at the establishment. Congress and the White House seem incapable of working together on anything, even when their interests align. With lawmaking at a standstill, the president’s use of executive orders and regulatory discretion has reached a level that Congress views as dictatorial—not that Congress can do anything about it, except file lawsuits that the divided Supreme Court, its three vacancies unfilled, has been unable to resolve.
On Capitol Hill, Speaker Paul Ryan resigned after proving unable to pass a budget, or much else. The House burned through two more speakers and one “acting” speaker, a job invented following four speakerless months. The Senate, meanwhile, is tied in knots by wannabe presidents and aspiring talk-show hosts, who use the chamber as a social-media platform to build their brands by obstructing—well, everything. The Defense Department is among hundreds of agencies that have not been reauthorized, the government has shut down three times, and, yes, it finally happened: The United States briefly defaulted on the national debt, precipitating a market collapse and an economic downturn. No one wanted that outcome, but no one was able to prevent it.
Critics claim British voters were unqualified to decide such a complicated issue. But democracy itself isn’t the problem.
It’s easy, in retrospect, to characterize David Cameron’s decision to hold a referendum on Britain’s EU membership as a colossal blunder, at least from the prime minister’s perspective. The idea was reportedly conceived at a pizza restaurant at Chicago O’Hare airport, an inauspicious place to hatch plans of international consequence. Cameron, by many accounts, promised to stage the vote not because he believed in it, or took it especially seriously, or felt the public was demanding it, but because he wanted to appease right-wing “euroskeptics” in his party ahead of the 2015 election. It worked. Cameron won that election, and soon found himself campaigning for Britain to remain in the European Union. Then a majority of Britons voted to do just the opposite. A disgraced David Cameron now finds himself without a job and his country temporarily without its bearings, in a jolted world. Blunders don’t get much bigger.
The party's presumptive nominee and the Republican National Committee are working together to avoid a revolt at the July convention, according to The New York Times.
Only a few weeks ahead of the Republican National Convention, Donald Trump is preparing for what’s likely to be a charged event, as some Republicans look to upend the gathering. How? The Republican National Committee and the Trump campaign are threatening to keep those who are not in favor of the party’s nominee from taking speaking slots at the gathering, according to The New York Times.
It’s the culmination of a heated primary season that began with 17Republican presidential candidates and that, over time, narrowed, as Trump swept states across the nation. And right now, it’s unclear if some of those who exited the race will be permitted to speak at the convention, given Trump’s conditions. Take Senator Ted Cruz: He dropped out of the race in May, and he still has not endorsed Trump. But as the Times notes, however much Trump may want to bar the Texas senator, it may not be possible for him to keep Cruz from speaking. That’s because, since Cruz “won a majority of delegates in at least eight states, he would probably be able to have his name entered into nomination, guaranteeing him a speech under party rules.”
Millions of men in the prime of their lives are missing from the labor force. Could a big U.S. housing construction project bring them back?
Something is rotten in the U.S. economy. Poor men without a college degree are disappearing from the labor force. The share of prime-age men (ages 25-54) who are neither working nor looking for work has doubled since the 1970s.
The U.S.’s labor participation rate for this group of men is lower than every country in the OECD except for Israel (an outlier, because of the high number of non-working Orthodox Jewish men) and Italy (an economic omnishambles). Today, one in six prime-age men in America are either unemployed or out of the workforce altogether—about 10 million men.
So, this is the 10-million-man question: Where did all these guys go?
According to a report from White House economists released last week, non-working prime-age men skew young, are less likely to be parents, are disproportionately black and less educated, and are concentrated in the South.
A Yale law professor suggests that oft-ignored truth should inform debates about what statutes and regulations to codify.
Yale law professor Stephen L. Carter believes that the United States would benefit if the debate about what laws ought to be passed acknowledged the violence inherent in enforcing them.
Law professors and lawyers instinctively shy away from considering the problem of law’s violence. Every law is violent. We try not to think about this, but we should. On the first day of law school, I tell my Contracts students never to argue for invoking the power of law except in a cause for which they are willing to kill. They are suitably astonished, and often annoyed. But I point out that even a breach of contract requires a judicial remedy; and if the breacher will not pay damages, the sheriff will sequester his house and goods; and if he resists the forced sale of his property, the sheriff might have to shoot him.
This is by no means an argument against having laws.
It is an argument for a degree of humility as we choose which of the many things we may not like to make illegal. Behind every exercise of law stands the sheriff – or the SWAT team – or if necessary the National Guard. Is this an exaggeration? Ask the family of Eric Garner, who died as a result of a decision to crack down on the sale of untaxed cigarettes. That’s the crime for which he was being arrested. Yes, yes, the police were the proximate cause of his death, but the crackdown was a political decree.
The statute or regulation we like best carries the same risk that some violator will die at the hands of a law enforcement officer who will go too far. And whether that officer acts out of overzealousness, recklessness, or simply the need to make a fast choice to do the job right, the violence inherent in law will be on display. This seems to me the fundamental problem that none of us who do law for a living want to face.
The rapper has said celebrities shouldn't be disrespected, and yet here are nine minutes of naked Taylor Swift.
On one of the great issues of the day, Kanye West has long made his position clear: Celebrity lives matter. He’s said that famous people are “treated like blacks were in the ’60s, having no rights.” He’s railed against how it “is OK to treat celebrities like zoo animals.” He’s vowed “to raise the respect level for celebrities so that my daughter can live a more normal life.”
The rapper says his new video, for “Famous,” is “a comment on fame.” It’s basically nine minutes of night-vision camera leering over sleeping naked bodies made to uncannily resemble—ready?— Taylor Swift, Bill Cosby, Caitlyn Jenner, Amber Rose, Ray J, Kim Kardashian, Chris Brown, Rihanna, Donald Trump, Anna Wintour, George W. Bush, and, yes, Kanye West. Watching it, you think of leaked sex tapes and the violation they represent. You think of how celebrities are the foremost victims and beneficiaries of voyeurism. You think of how famous people are, well, people. You think of tattoos and implants and hairpieces and snoring. You think, perhaps most of all, of West’s reputation as a jackass.
American society increasingly mistakes intelligence for human worth.
As recently as the 1950s, possessing only middling intelligence was not likely to severely limit your life’s trajectory. IQ wasn’t a big factor in whom you married, where you lived, or what others thought of you. The qualifications for a good job, whether on an assembly line or behind a desk, mostly revolved around integrity, work ethic, and a knack for getting along—bosses didn’t routinely expect college degrees, much less ask to see SAT scores. As one account of the era put it, hiring decisions were “based on a candidate having a critical skill or two and on soft factors such as eagerness, appearance, family background, and physical characteristics.”
The 2010s, in contrast, are a terrible time to not be brainy. Those who consider themselves bright openly mock others for being less so. Even in this age of rampant concern over microaggressions and victimization, we maintain open season on the nonsmart. People who’d swerve off a cliff rather than use a pejorative for race, religion, physical appearance, or disability are all too happy to drop the s‑bomb: Indeed, degrading others for being “stupid” has become nearly automatic in all forms of disagreement.
It’s not because they’re inherently harsher leaders than men, but because they often respond to sexism by trying to distance themselves from other women.
There are two dominant cultural ideas about the role women play in helping other women advance at work, and they are seemingly at odds: the Righteous Woman and the Queen Bee.
The Righteous Woman is an ideal, a belief that women have a distinct moral obligation to have one another’s backs. This kind of sentiment is best typified by Madeleine Albright’s now famous quote, “There is a special place in hell for women who don’t help each other!” The basic idea is that since all women experience sexism, they should be more attuned to the gendered barriers that other women face. In turn, this heightened awareness should lead women to foster alliances and actively support one another. If women don’t help each other, this is an even worse form of betrayal than those committed by men. And hence, the special place in hell reserved for those women.