Machine-Driven Algorithms That Track Your Movements Online Advertising
Order ID:89JHGSJE83839 Style:APA/MLA/Harvard/Chicago Pages:5-10 Instructions:
Machine-Driven Algorithms That Track Your Movements Online Advertising
Assignment 1: Deconstructing Media Messages
(10 points)
Assignment 1 in PDF FORMAT
Instructions:
The objective of this assignment is to apply the media literacy skills addressed in Segment 1 to real world examples. An important aspect of media literacy is understanding how media messages are constructed, with what purposes, and for whom they are constructed.
In the age of the Internet, however, advertising messages can be tailored specifically to you by a number of machine-driven algorithms that track your movements online and make assumptions
about what kinds of advertising content you would most likely be engaged with. Think of the last time you searched for something on Amazon—for example, an office chair—and seeing
advertisements for office chairs on other websites. This is the work of advertisement tailoring using consumer-driven data.
With social media, however, more information can be learned about you: your age, your gender, your race/ethnicity, your political affiliation, and a lot more. This makes it even easier for
Machine-Driven Algorithms That Track Your Movements Online Advertising
companies to tailor their advertisements to you more specifically.
In this assignment, you will be analyzing how an advertisement is constructed for different audiences. However, we are asking you to analyze an advertisement within the context of social
networking platforms like Facebook or online video streaming services like Hulu or YouTube (since Netflix has no advertisements).
To find an advertisement targeted specifically to you, go to any of your social media platforms or watch something on Hulu or YouTube that will show advertisements. You can also find an
advertisement from your Facebook account, Instagram account, Twitter account, Weibo account, or any other social networking site or service you use that you have seen advertisements on.
The advertisement can either be a video advertisement or a “print” advertisement that only has words/pictures and no video.
Machine-Driven Algorithms That Track Your Movements Online Advertising
Include a screenshot of the advertisement in your assignment as a separate page. The advertisement does not count in the page count. You must have have one to two pages of written content
and include the advertisement on a separate third page.
If you use an AdBlocker or use incognito browsing on your web browser, disable these temporarily to see advertisements that have been tailored specifically for you.
After you find an advertisement on your social media feed, answer the following questions:
- What is the advertisement for? Who made the advertisement?
- Describe the advertisement. What techniques are being used to attract your attention?
- For example, are there any celebrities in the advertisement? (If there is, what is their fan base?) is there a lot of color? What is the music like (if there is music)? Are the people in the advertisement young or old, men or women? Are there cute animals? Are there any text messages in the advertisement? (If there is, what do they mean?) And any other elements that have captured your attention.
- What kind of lifestyle and values are being represented in the advertisement?
- Is it trying to appeal to a certain group of consumers?
- Why do you think this advertisement is being shown to you?
- What does this advertisement reveal to you about your own Internet presence?
- Why do you think this advertisement is being shown to you? What about your browsing history (e.g., recent searches) may have helped the advertisers to identify you as their target audience?
- Was the advertisement accurate in terms of your interests? Are you persuaded by the advertisement to purchase the product now or in the future?
Requirements:
Essays must be a minimum of one (1) page and a maximum of two (2) pages of written content. Text must be in Times New Roman, single spaced, and 12pt font. One inch margins are required. Page numbers must be included in the top right corner of the page. Essays must address each of the aforementioned questions.
Submit your assignment as a PDF. If you do not know how to convert things to PDF format, Google it. Plagiarism will not be tolerated.
Assignment Resources:
- Advertisements are media messages . We are most familiar with companies such as Nike or Apple as making advertisements to sell their products like footwear or mobile phones and
- computers. However, advertisements are not restricted to companies. In fact, there are a number of different institutions, organizations, and companies that make ads. For instance,
- government institutions such as Health and Human Services may construct public service announcements (PSAs) regarding the risks of drinking and driving. Such PSAs present the
- media message that drinking and driving is bad, and should be avoided at all costs. There are also organizations that produce advertisements for political campaigns, as well as ads to
- promote wildlife conservation or to adopt pets from the Humane Society. Due to the diversity of advertisers, we define an advertisement as a media messagethat is constructed to
- persuade people to buy a product or service or to adhere to a certain worldview. The advertisement you choose for this assignment must fit this definition.
- Reading and Viewing Opportunities:
- The Atlantic – How Powerful is Advertising?
- The Atlantic – When Algorithms Don’t Account for Civil Rights
- The Atlantic – I’m Being Followed: How Google—and 104 Other Companies—Are Tracking Me on the Web
- TED Talk: What if there was no advertising?
- Stanford University – When does culture matter in marketing?
RUBRIC
Excellent Quality
95-100%
Introduction 45-41 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Literature Support
91-84 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Methodology
58-53 points
Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score
50-85%
40-38 points
More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.
83-76 points
Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.
52-49 points
Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality
0-45%
37-1 points
The background and/or significance are missing. No search history information is provided.
75-1 points
Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.
48-1 points
There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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