Social Media and Newspapers- A twist on a tale

Newspapers have certain stigmas attached to them. The Daily Mail perceived to be bemoaning everything wrong with Britain. The Sun renowned for page 3. The News of the World obviously destroyed its reputation with the phone hacking scandal. Murdoch subsequently launched The Sun on Sunday but this could arguably be perceived as a rebranding of The News of the World, and thus have a negative stigma still attached. I was watching the TV the other day and was intrigued by the new Guardian advert. Incredibly peculiar but also very clever, this is an advert that shows off the various facets of a modern day  Guardian newspaper. An invitation for the public to interact with the news.



This advert highlights the mutli-scalar brand of the Guardian but it does this through the use of a well known children's story. The advert depicts the "Three Little Pigs' as if their plight is a news story. Not only is this quite funny and clever but it is very different. Created by BBH London, this invites the audience into a familiar childhood story but told in a modern setting. Nonetheless, it doesn't simply raise a smile, it educates its audience and urges them to get involved. Open journalism.

Newspaper Headline

There is no doubt that technology has completely revolutionised the way we see the news. Social media and smartphones have created the notion of citizenship journalism, allowing normal members of the public to get involved. The Guardian advert takes the audience on a journey of a news story. Starting with  the police raiding the pig's house whilst shouting, "Little pig, little pig let us in", this creates an incredibly surreal scene and thus immediately grabs the viewers attention. The advert then cuts to a woman in her home watching the news story unfold on her laptop. Subsequently, this illuminates the ability to access news online through The Guardian website. Newspapers aren't just something that are delivered every morning.

The woman then interacts with the news story using the comments page found at the bottom of most articles but also other people's voices are then heard. This shows that any member of the public can have their say on the matter, also advocating the use of twitter, using the tag #opennews.  French and American voices are heard commenting on this news story, suggesting that this open journalism is a international matter as well. This cacophony of voices illustrates how the Guardian interacts with so many people, it's a two way relationship between the newspaper and the public. Text graphics continue to show the public's opinions and there is even reference to a poll. 

The Three Little Pigs

This emphasis on sites such as Youtube and Twitter show how important social media has become in the world of news and the Guardian are recognising this. The advert then twists the traditional three little pigs story suggesting they framed the wolf. Video simulations of the Guardian website suggest the big bad wold had asthma and thus couldn't blow the houses down. Not only is there an education on how viewers can interact with the news but the advert creates a plot that is different and thus intrigues viewers. It then arguably relates this back to the modern day credit crunch stating that the pigs framed the wolf to get insurance money as they were in debt.

Pig arrested

I have read that some believe that this parody is patronising and not serious. I would challenge this, it is different and they've used a familiar tale to relate to the everyday person, including those who are not Guardian readers. So often adverts are too serious, they don't engage with the audience. Humour can so often be a great way to make an advert memorable. Simply look at McCann Manchester's Aldi tea advert, winning various advertising awards.

 Clever, different and funny, the Guardian advert shows the important relationship between the news and social media nowadays and how easy it is for the public to interact. The website, an iPad, Twitter, Youtube and the newspaper itself, all displayed, to show how The Guardian provides, in their words, the "whole picture'.

The Death of the High Street

Walking through the streets of Durham the other day, I noticed the growing amount of empty shops. Looking back over my years here, Durham's "High Street" has certainly changed with retailers such as Hawkins Bazaar, Evans, Superdrug and Past Times, examples of stores that have disappeared. The High Street was the place to shop, a hub for a town and city. Nonetheless, well known retailers have disappeared. Remember Woolworths? A staple of the British High Street and now a fond memory, that place that sold pic and mix. Will the 21st century see the death of the High Street?

(guardian.co.uk)

GAME, the video game retailers are the latest high street store to have financial troubles, with credit issues leading to the closing of 35 shops as well. EA games, a leader in gaming, are now stopping distributing its Games to the GAME Group. EA are famous for some of the best games including, Tiger Woods PGA Tour, the FIFA Series and Mass Effect. This is likely to have dramatic repercussions for the store and over the last year has seen a share drop of 90%. This isn't a unfamiliar scenario, in 2010, HMV had to shut down 40 branches. It's sad to see some of the well known "faces" of the High Street get into trouble but sadly it's so often the consumer's fault.

Out of Town Shopping Centres

Walking around the Trafford Centre I still can't believe the decor. It's practically palatial and reminds me a lot of the shopping malls in America, especially Las Vegas. Located outside of Manchester, the Trafford Centre has grand staircases, extravagant statues and a food court designed as if you're on a ship. The Trafford Centre is a shopping mall. The concept of a mall itself is very American, lots of shops and restaurants under one roof. It sounds great and thats why people flock to these places. There is ample parking, every shop you could want, cuisine from countries around the world and entertainment facilities as well. Additionally, a perhaps most importantly with the British weather, there is a roof. Leave the umbrella at home, no need to venture down the grotty high street anymore. This is arguably an Americanisation of British culture, the traditional British High Street has been replaced by the comfortable and convenient shopping mall. The out of town shopping centre offers an experience without the wind and rain but at the detriment to some High Streets. 

Trafford Centre (edwud.com)

Supermarkets have also had a negative impact upon the High Street. Tesco's, ASDA and Sainsbury's have got huge stores that sell absolutely everything, ranging from Groceries and Clothes to Mobile Phones and prescription glasses. Like the out of town shopping centre, there is no need to go to the High Street, when you can get it all in one place.

A Trip to the Amazon

One of the greatest obstacles to the High Street is without a doubt, the internet. Amazon, Play.com and even eBay offer a phenomenal range of items online, meaning you don't have to leave your home. Internet shopping is brilliantly convenient but also often represents the best value. I'm a victim of internet shopping because it is so easy and usually cheaper. Sites like find-dvd.co.uk allow one to compare DVD prices to get the best deal, not-on-the-high-street.com lets one buy unique items you cannot find in the centre of town. You can created wish lists, fill virtual baskets with books, mp3 downloads and groceries. The internet has revolutionised the way we shop, it's convenient, quick and only a click or two away. The  world wide web is the world's biggest department store but this is bad news for the High Street. Transport costs and often higher in-store prices means a trip to the High Street burns a greater hole in your pocket; especially in an era where one needs to financially tighten the belt; the internet is far more attractive. To shop on the internet its warm, convenient, cheaper and often addictive but to shop on the High Street it can be cold, time consuming and expensive.

(14clicks.com)

I certainly don't want to see the High Street die. I like the tradition of window shopping, the music at Christmas times and the January Sales. Nonetheless, with opponents like the Mall, Supermarkets and the internet it is going to be difficult for some High Street's to compete.