Tuesday, 25 June 2013

Here's The News... Brought To You By Dunkin' Doughnuts.

In this post, I would like to take you back to the media, and what that word actually means. Here at the ukcameraman institute of TV news studies, we like to think of the media as TV, newspapers, radio and magazines, you know, traditional media... A means of disseminating information and entertainment to the masses and a watchdog to the governments of the day.




doughnuts... Full of yummy, yummy media stuff.

Social media and online media is rapidly taking over the way in which that information and entertainment is disseminated. It's just the means of consumption that is changing and the speed at which it occurs, but the content changes little. Video, Audio, Photos and text. Multi-media and gaming even.

However, listening to The Guardian's Media Talk podcast this morning, hosted by John Plunkett, it would appear that the food company Dunkin' Doughnuts, consider themselves not only a purveyor of sweet glazed, jam filled doughiness, but also as a media company. Yes, you read that right... Doughnut company and media in the same sentence.

Listening to the podcast, I was hoping for stories, videos, radio stuff and articles from this new global media company that also sells doughnuts. What we get however, is an App for your smartphone that alerts you to the fact that if you fail to buy a doughnut within a certain timeframe, your money off voucher will expire. Mind blowing, in depth media stuff, I'm sure you will agree...

Media company my hairy arse.

John gamely spoke to a few people about this new media company. They spoke of the redefinition of media, anywhere that ideas and people actually meet, becoming part of someone's routine, engaging enriching and enhancing people's lives. They talked of compelling people to engage with brands on an epic scale.

What they were talking about of course, was marketing and advertising, not media. What they actually wanted to do, was to sell you a doughnut. Read the above again, and you will see the pernicious marketing and ad man talk that is pervasive of social media by the marketeers and ad men. It is not media.

Media should inform, educate and entertain. What Dunkin' Doughnuts is trying to do, is to sell me a doughnut via the guise of calling themselves a media company. They are not a media company... They sell doughnuts. Do you hear me..? DOUGHNUTS!

Perhaps if they want to be a media company, they should make some proper media and educate me with an article, film or radio programme about, oh I dunno... Obesity in the modern western world. Just a thought. Link to it via the App, and hey presto... We can see it whilst in the queue at the local doughnut emporium.

Now if you will excuse me, I'm off out... For a Krispy Kreme.

Paul Martin is @ukcameraman on Twitter.

www.media-attention.co.uk