How has been the social media and television used to advance your individual's or organization's agenda?
This paper will cover the scope of how Pepsi through Kendall Jean has managed to market its product to the consumers through the social media. This paper will study Kendall Jenner's advertisement in establishing Pepsi brand through the social and political campaign. This research is significant as draws a clear view of the how personalities can use the media in advancing a certain goal for the benefit and advantage.
In one of those advertisements
The Pepsiman while collecting Pepsi-Cola cans finds himself in a garbage. The advert shows young people marching towards a police barricade. The process is undercut by black youths creating, working and composing while taking their Pepsi. The march finds Jennifer Kendall who then abandons gig shoot, ditches way her blond weave, leaves her dark hair down and then lead the charge (Semley, par 3). A moment of confusion arises when Jenner offers herself hands over a can of Pepsi to a policeman. The police crack it, sips and then cheers
As my research aims to establish
The ever-changing culture and environment that emphasizes on the messenger and not the message. In this setting, Pepsi is marketing brands in boosting its sales. It chooses to use Jenner because she is a socialite and has a large social media presence. However, the advert is coined in such a way that in its cultural environment, inasmuch as it promotes Pepsi as an organization, promotes the messenger, racial cohesion between the blacks and the white communities.
There is a political lie during the marching procession
The whites are just emblazoned with the use of slogans 'Join the Conversation', 'Unity' and even 'Love'. The advertisement itself trades in clichés and image appropriateness for political unrest and resistance. The current environment upon which racial fight thrives is some of the campaigns including the Black Lives Matter and Women's march as the two defined the United States of America diverse consciousness. And this is so in order for the Pepsi Company to stand in a position for them to hawk their products.
The media is a very powerful tool
And it can be used effectively for a person's good. Although there are challenges that accompany the use of social media and television stations in society, the social media continues to impact the current generation. In an interview between Nordon and McLuhan (p.14), sharp divisions arise. McLuhan has mastered the art of social media use and television. The television has been consistently revolutionizing the political environment. In McLuhan response, Castro was a notable who ruled his country through the reality of mass action against a wrong dear (McLuhan, p.13). He governed Cuba by the use of television dialogues and feedbacks. He governed by the use of Camera and this gave the Cubans the intimately in the collective decision-making process. Castro's mastery of the use social media helped him in his role as the president and further by being either directly or indirectly collective decision making.
Furthermore, in Jenner's quest to hand a Pepsi drink
And hence bridge the gap of white supremacy against the black, McLuhan tries to explain the re-tribalizing process further introduced by the television. The use and application of technology human central nervous system is a pool of information and hence and hence enable a man to incorporate this information into his whole being. The social media and the television sets in a literate man is making the very man succumb to the in-depth participation as the media brings humanity back to their full realization of themselves and even the others in the surrounding. However, the use of television and social media is decentralizing as opposed to ordinarily what ought to happen, enlarging. The social media is enlarging the family of man into new factions of tribal existences and extractions. It is for this reason that Pepsi uses the current environmental and cultural setting on blacks and whites fight to bring the message of unity through Pepsi as the unifying brand.
In countries like the United States of America
Where literate values are deeply and strongly institutionalized, it is a process of trauma since the clash between the old culture and the new technological integral culture births a crisis in identity, a vacuum self, and this is the beginning point of fights, controversy, segregation, and cultural animosity. Pepsi, in the use of Jenner Kendall, understands this principle so well through extensive market research and that is why the advertisement presents Jenner, a revolutionary hero bridging the gap between the blacks and the whites through Pepsi, a drink that now calls the two factions to join the conversation perhaps on the differences between these two parties.
Although the advertisement was banned after only a day of its use on media
It prompted some deep thought processes about the universal unity needed in society and the place of the social media in this unity. Inasmuch as the advertisement perhaps began by profiling the black community, it ended well so that clinging to some parts of the adverts alone would be mischievous. According to McLuhan (15), the attempts to delve into whether the use of social media will further balkanize the society into ethnic and linguistic assortment and whether this might result in chaos. In response, McLuhan believes that violence can be so easily avoided through retribalization and decentralization. The day of stupor ended and the whole world is under one tribe, a tribe that can forge forward social institutions and decentralized political environment. Our cultural habitat can be considered a container of people in an open society with the use of technology and social media in building modern awareness and appreciating diversity. Perhaps from the advertisements, the cop were ready for a combat between the black youths under the leadership of Jenner Kendall, but they chose to feed the very cops. The social media even though the advertisement can be used greatly to promote social cohesion, peace, unity, and love among the hostile communities.
Similarly, in the current age
With the changing technological tide and culture, the society is fully into consumerism. In the advertisement, Pepsi wasn't selling the product so much in comparison to the image. This philosophy has remained a guideline for marketing for a long period of time in the industry. Inasmuch as Pepsi is selling a product to the society through the advertisement, it is also serving another role of informing the public about the image it presents in the advertisement. According to Liuhan, Yongqiang and Nan (350), persons with higher quality friendships with extended social groups may in many instances have higher well-being about their lives. The use of social media is critical to any organization or country as it can bring closer relationship and a social range that is broad and hence help in the fulfillment of affection through decreased love perception and loneliness, acceptance, and understanding.
The author examined the relationship between life satisfaction and computer-mediated communication
With the resultant information that friendships got from online communication helps to meet the needs of the individual psychological state and can positively predict the satisfaction in life. Also, the presence of social support helps to bring satisfaction in people's lives, especially in the adolescent's life (Liuhan, Yongqiang, and Nan, 350). The perceived social support is a factor that can help predict life satisfaction factors in the near future. The social support through the social media can further enhance well-being by helping to reduce stress in a person's life.
Consequently, the advertisement by Pepsi focused not necessarily on the products
It sale to the consumers alone, but also to the current social and political situation in the country. The advert comes at a tight when possibly social hatred is on a rise because of the skin color and racial difference. Pepsi, therefore, comes forth with the advertisement to ensure that even as they sell their products to the consumers, the message of cohesion and social integration is well captured in the promotional message. It is through the cohesively social integration between the different racial communities that 'Unity' and 'Love' can be enhanced as written in Pepsi advertisements. The tag 'Join the Conversation' seems to suggest that the two worrying camps come and kick start a conversation on a Pepsi bottle (Semley, par.5).
Therefore, the Kendall Jenner Pepsi campaign is very right
And it is in-line with Pepsi campaigns done previously. It cherry picks elements within the culture already in existence, then waters down these elements, covers it up with sweet syrup and then brings it back to the same culture to consume it. Such an advertisement is incredible and very inspiring, but this time not even a single individual is ready to consume the product. One of the ways the consumers have recently used to fight disappointing advertisements is a rebellion against such forms of consumerisms. Against the descriptions, the reactions towards Pepsi' and Jenner Kendall's adverts appear misguided campaign is encouraging. It is true that the diverse blocs of the groups of individuals the social democrats, Black Lives Matter, and dirtbag leftists may not have a political endpoint either a unified vision (Semley, par.11). But they further assert that there is a sense that profiteering soda companies do not have any business capitalizing on a legitimate protest and anger, it is here that Pepsi comes in to jam the market and through the social media capitalize on making its advertisements to the market, build a corporate brand and further sell its products to the market.
Conclusion
The social media is a powerful tool that can be used for the purposes of communication and enhance social interaction in society. Any political entity or individual can use social media to capitalize on its performance and enhance their sales to the public in case the entity is an organization. However, people have not yet understood the power of social media in order to use it for their benefits.
References
Liuhan Zhan, Yongqiang Sun and Nan Wang. "Understanding the influence of social media on people’s life satisfaction through two competing explanatory mechanisms." Influence of Social Media (2016): 347-360. Journal.
McLuhan, Marshall. "Marshall McLuhan Interview from Playboy, 1969." 21 March 1969. Playboy Interviews. Document. 5 April 2018.
Semley, John. Pepsi's ad was tone-deaf—and since it came from Pepsi, logical. 5 April 2017. .
