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*Chapter 1- Spoiling Survivor- Jenkins NOT SAFE FOR WORK- (NOT SAFE FOR LIFE)! Jenkins mentions briefly the undercurrenty world of fan fiction. This has been a community that is often the butt of many jokes. The vocal artist "Duke", has a particularly hilarious audioboo in which he finds terrible things online such as facebook statuses, google reviews, foreign bootleg DVD descriptions, and reads them aloud in his advertising voice. (Spelling and grammar mistakes included!) I actually personally love the animated show Adventure Time, but in this link, Duke reads some particularly disturbing fanfiction. Fanfiction very often has a sexual connotation and reputation as fantasy writing, lending to it being laughable among "trolls" or other internet threads. Feel free to delete this if its inappropriate- sometimes my personal filter is off-kilter when it comes to the internet. I mean no offense or harm. It is media convergence in its seedy side, academically speaking.

I am posting this as an example of the blurring boundary between what is advertisement or product placement and entertainment. This was sponsored by the car company.

I have so many things to say about OK Go--they are absolutely exemplary of a lot of the things we're talking about, especially considering their history with ditching their record label early-on, their success as YouTube sensations (you know, the treadmill video--yeah, THOSE GUYS--for "Here It Goes Again"), and generally making their way by creating/promoting/identifying as an independent brand. Interesting to note along with Chevy's sponsoring of the car? Gretsch donated all of the amps and guitars (288 guitars in all), 11 of which were preserved in their dusty condition to be sold for charity. Proceeds benefit the Fender Music Foundation, a group focused in music education for children and adults. More info here: http://www.gretschguitars.com/blog/product-plugs/own-one-of-11-guitars-used-in-ok-gos-needingwanting-video/ If you're interested in more about how the instrument-playing mechanisms in the car worked, check out some of the graphics available from this article in Car and Driver: http://www.caranddriver.com/features/car-commercialism-the-making-of-ok-gos-needing-getting-music-video

In the offline world, we all have different personas for different situations. Say the differences between how we interact or represent ourselves at work, with friends, with lovers, with children, with strangers, etc. Are we simply transposing or correlating these personal differences to online social spaces as if they still equally apply? It seems natural that we would be concerned with privacy, surveillance, or safety, but if it just a matter of establishing certain social boundaries, should they really be defined the same in a digital environment as they are in the offline world? If so, why?

"Mel Carson interviews Jonathan Haber from OMD, US Director of the Ignition Factory. Habor discusses the creative "swat team" he built, balancing different media, mobile potential, and how he expects our marketing mix to evolve. "