A Cross-Promotional Discovery…

Cross-Promotional Campaign: Investigation Discovery Channel

The Investigation Discovery Channel, also known as “ID,” is a subdivision of the larger Discovery Networks International.  It was launched in March 2003 and has become “America’s leading investigation network,” according to the Discovery Network’s website.  The channel is also associated with its own website InvestigationDiscovery.com and Twitter Account #IDAddict.

The Discovery Network owns several other channels including Science Channel, Discovery Fit&Health, TLC, Animal Planet, OWN, Military Channel, and Planet Green.  Therefore, the Investigation Discovery Channel has some strength in that it is part of a large, strong corporation.  However, no corporation can do without advertising, and it is very apparent that there is a strong cross-promotional campaign at work within the Discovery Network. On the corporate website, there are links to the websites for each individual channel.  On each channel’s website there is a menu running across the top with the other Discovery-owned channels so that when someone is viewing the Animal Planet website they can see that Investigation Discovery is an associated channel and can quickly visit the site with a click of their mouse.  This is true for all of the Discovery Networks’ channels.

Similarly, there are advertisements during commercial breaks on the ID channel that promote shows airing on Animal Planet, TLC, and other Discovery-owned channels.  Therefore, it seems that Discovery has a strong cross-promotional campaign in multiple areas including the internet and the channel’s advertisements between programs.

Discovery Network could enhance their cross-promotional campaign even further by running specials on other channels where interests might overlap.  For example, Discovery could run a special on Human Mental Health on the Discovery Fit & Health Channel.  This special could discuss sociopathic personalities, mental health issues that contribute to criminal activity, or drug use and advertise the Investigation Discovery Channel heavily during that special.  This could help convert avid viewers of the Fit & Health Channel to avid viewers of Investigation Discovery.  The phenomenon could also be reversed and Discovery could advertise the “Mental Health Special” on Investigation Discovery to try to  interest those viewers in the Fit&Health Channel.

Another possibility would be to have a special on Investigation Discovery about K-9’s or other animals that are involved in police-work and crime-solving.  Discovery could then advertise this series or special program on Animal Planet to encourage the animal-lovers to tune into ID to see their beloved animals helping to solve crimes. They could also show the program as a special on Animal Planet to really convince the viewers to tune into ID to see the program during its regular schedule.

Discovery Network has done an excellent job cross-promoting its many channels on the internet and during television advertisements, but they could more easily convince their viewers to check out their other channels if they give them a sample of what the other channel has to offer. It is much more likely that a consumer would check out the ID Channel if they saw an ID program on their usual Animal Planet.  If the consumer is just browsing the website or ignoring the ads on TV, it is very possible that they might never take the plunge and explore a new channel.



Instagram and its Effect on the Millenial Generation: “Talkin’ Bout My Generation!!”

Instagram and its Effect on the Millenial Generation

Talkin’ ‘Bout My Generation*

Instagram is a photo-sharing social media service that allows users to take pictures, edit them, and post them to the Instagram website, Facebook, or Twitter.  It was recently purchased by Facebook for $1 billion, though users are still able to share photos on other social media services such as Foursquare, Tumblr, and Flickr.  This photo-based “app” quickly became wildly popular among social media users reaching 40 million users within 18 months.  It is now available as an app for iPhone, iPad, iPods, and Androids.

Our generation, the Millenial generation, is consistently updating “friends” about what we are doing at every moment of every day. The Instagram social media service has taken that popular pastime to a higher level.  Now, instead of just writing a message on Facebook or Twitter saying “Out to see the Cherry Blossoms!” the post would also include a picture of the cherry blossoms.  But not just any cherry blossoms! You have taken your picture of the cherry blossoms and “transformed its look and feel” (instagram.com) before posting it for the public to see.   This allows the user an extra element of creativity with their public form of communication.

Millenials are bringing social media into every aspect of daily life. We take pictures of things that happen at work and post them on Instagram or Facebook- illustrating for our “friends” all the things that are happening to us at work, school, home, and every other part of our lives. Some people are even snapping pictures and posting them while driving!  As Millenials, we are always posting pictures of ourselves when we are having fun or when things are going well, so as to present our best selves to the Instagram or Facebook audience that follows us.

Article Discussion

In the past few years several questions have been raised about the impact of social media on narcissism. In a 2009 article from USAToday, the writer uses the results of a poll of over 1,000 college students in which 57% said that social networking sites are used primarily by their peers for self promotion, narcissism, and attention-seeking.  She poses the question to several experts of whether the current generation is more narcissistic due to social networking sites. The Instagram and photo-sharing aspects of social media fit especially well into the theory that these sites are being used for self-promotion and thus promoting narcissism.  Millenials are more frequently posting their personalized Instagram photos alongside their usual status updates for even further self promotion.  This is another area where the narcissism is very apparent because Millenials are only posting pictures that present them in the best light, and Instagram allows the user to alter the image even further.  The posting of pictures on social media through Instagram and other services, is an excellent example of the narcissism that is being promoted in general by social media.  The writer of the USAToday article does a good job of addressing the possibility that the word “narcissism” is too harsh, saying that the use of social media is really “a celebration of individuality and sort of promotion of one’s own personality.” (USAToday, 2009)

In an article posted on CNN.com from 2010, the writer, Jolie O’Dell, very specifically points out the impact of photo sharing in social media when she reveals results from another study that showed “Female users with narcissistic tendencies tended to use images in their self-promotion, uploading content that “include[d] revealing, flashy and adorned photos of their physical appearance” (CNN.com, 2010). O’Dell also points out that “the survey’s results showed ‘significant positive correlations between narcissism and self-promotional content in the following areas: Main Photo, View Photos, Status Updates and Notes,’” which supports the idea that the special photo-sharing services are very tightly tied to narcissism because these uploaded photos end up in three out of those four categories. The Instagram photo that a user uploads can end up as the main photo, in the View Photos Collection, or in the user’s status updates.  O’Dell also discusses the fact that the study in question is only a preliminary study that needs further development and research. Social Networking media continues to advance every day so this will likely continue to be a field of interest for years to come.  





*Chorus from the song “My Generation” by The Who, 1965

Utopia and Dystopia: A Fine Line in 2035

Technological Advancements Creating Utopia

In 2035, technology will have infiltrated every aspect of human daily life.  Due to the huge identity theft crisis of the 2020s, there will have been a huge public outcry for better identity protection. Therefore, every person will have an ID chip implanted between the vertebrae of their neck.  Beginning in 2030, all newborns will have the chip implanted along with other routine procedures after birth.  Others will need to have the chip implanted as an adult. This chip will have dramatically reduced the incidence of identity theft. This chip will have a GPS function as well as personal information storage allowing for the identification of any human whether for a routine check of identification or for a more serious reason such as a missing person, a murder victim, or a criminal suspect.  The chip will contain fingerprints, complete medical records, criminal history, locations the person has recently been, and other individuals the person has been around recently.  For a murder victim, the chip would hold information about where they were most recently and what other individuals they have been around recently due to the chips implanted in each person interacting with one another. Authorized police and government personnel would be able to access this information using a nation-wide database.  The chip will not pick up new signals once the person has died and blood flow to the area has ceased.  However, all information prior to the person’s death will remain stored on the chip and can still be accessed by police for investigative purposes.  This will have greatly reduced crime and murder rates in 2035 because criminals will have difficulty concealing their whereabouts and interactions with other individuals.  It will also increase the efficiency of police departments and their investigative efforts.

Furthermore, cars will have sensors that allow them to completely avoid collisions with other cars.  These sensors will also allow you to start your car by simply sitting in the seat- the car will recognize the chip in the back of the person’s neck and cause the car to start without a key.  The car also automatically drives at the speed limit, stops at red lights and stop signs, and takes you to your desired destination.  The driver won’t even have to touch the pedals or the wheel! The sensor-chip activated car start will have helped to reduce automobile theft rates while the automatic driving and collision-avoidance features will have increased safety and reduced rates of motor vehicle accidents.  This vision of the future is very utopian in that it sees these technological advancements as ways to improve the quality of human life.  It is likely that in these circumstances public policy will have had to change to reduce peoples’ rights to privacy, since the ID chip will have a GPS function that can track where people go and who they interact with. It may be possible to grant access to the Chip Database to retrieve such information only in emergency situations or when authorized by the person’s designated family member or other individual.  It is likely that there will have been many policy changes when it comes to privacy rights and conditions under which is would be appropriate to access someone’s Chip ID information.

The Same Technological Advancements Causing Dystopia

Conversely, it is possible that some of these technological advancements will have very negative effects on society creating a more dystopian vision.  This would be especially possible if public policies were not adjusted appropriately. The ID Chips in this vision will cause medical side-effects such as paralysis, weakness, and permanent disability.  This will put a huge burden on our healthcare system and financial situation as a nation.  Then, the changes to people’s privacy rights could cause the leakage of a person’s medical information to insurance companies and future employers, making it difficult for individuals to obtain employment and health insurance.  The government and police workers will have too much leeway in these privacy changes and will be able to justify accessing people’s ID Chip records for any reason.  This will lead to massive distrust between the citizen’s and their government.  The media world will have published numerous stories on government corruption and how the government is tracking the locations and interpersonal interactions of every individual in the country without proper authorization.  The public will be panicking about their personal safety and whether their personal information is being accessed and shared without their knowledge. In the early 21st century, GPS tracking was available for people’s mobile phones, which caused some dismay amongst citizens at that time about whether “Big Brother” was watching, though many also recognized its usefulness in solving crimes.  Sometimes, the mobile phones can be stolen or left behind and thus are not helpful in locating missing individuals. The ID Chip implanted in the neck would be much more useful as it could not be removed from someone’s body without killing the person and because the chip would interact with the chip of the person trying to remove the chip or harm the individual. In this way, detectives would know who last interacted with the missing individual and would have a good lead on a suspect.

My Life Amongst these Technological Advancements

During my life in 2035, I will likely have had the chip implanted during my late 30s or early 40s, though I will be slightly worried about the negative effects this could have on our society.  I will likely drive an advanced automobile that starts automatically when I sit in the seat and drives me automatically to where I need to be.  However, I will be saving up for an oxygen-powered HoverCraft that will hit the market in 2040.  I imagine that I will work in law enforcement and will find great utility in the technological advancements supporting crime investigation and crime control. I will also be using Video-Mail (V-mail) instead of e-mail or postal mail.  I will be able to use my smartphone/computer device called a SPen which is the size of a small swiss army knife.  I can use it to instantly record video-messages and send them to others.  I will also be able to post these videos to my personal online address. Facebook and Twitter are no longer in use. Instead, each person has their own domain name on the internet where they can post everything that they would have posted on Facebook, Twitter, LinkedIn, or Pinterest. These domain names are assigned at birth beginning in 2025.  I will have had to register for mine in 2024 when the program was first rolled out.


No matter what technological advancements and policy changes occur prior to 2035, they all have the potential to create a dystopian society if not handled carefully.  In the examples above it is clear that the Human ID Chip implanted in someone’s neck could cause great changes to occur if they are accompanied by detailed and protective policy guidelines.  However, if public policies are not altered appropriately to address technological changes, it is possible that the advancements will violate people’s rights and create unrest amongst citizens.  There is a fine line between Utopia and Dystopia, so policy change will be vital in creating a utopia rather than a dystopia.


Real size of the SPen device of 2035 (smaller than your index finger)