Andrejevic's chapter "Three Dimension of iCulture" is about society's interactivity and participation with the media. He accounts this new type of interactivity as evidence of a "democratic desire": "Every person wants to say this is more them, and they're not part of mass culture." However, it is in this interactivity and participation with new media that is taking away identity and contributing to mass culture. He divides the chapter into three parts, the three dimensions of iCulture, they are iCommerce, iMonitoring, and iPolitics, he also dedicates a portion to the concept of iCulture itself. The iCommerce section goes into the interactive marketing campaigns of Nike and Proctor and Gamble in the summer of 2005. He mostly focuses on the campaign ran by Nike, which was a huge interactive billboard in Times Square that allowed for any person walking by to call a toll free number and design their very own custom shoe, and be able to see in front of them the shoe being created on the billboard for all of times square to see. The marketing campaign was called NIKE iD. What consumers were doing that they didn't realize was giving Nike free focus groups along with personal information. "Interactive customization creates two products. In the case of Nike, it creates not just an athletic shoe, but also detailed information about consumer preferences. To the extent that this information can be traced back to individual consumers through their cell phone numbers, their credit card numbers, or online forms, the information can be personalized and aggregated" (Andrejevic 26). The democratization the consumers believe they are creating through interactive customization is actually creating free information about them to producers and detailed information about buying habits. He states that what iCulture does is promise participation in what consumers buy, it gives them the notion that they are unique and require special attention to their needs.
The iMonitoring section focuses on the intense amount of information people can get about others through devices like cell phones or the internet. "Activities that once would have bordered on stalking have become routine - a fact with implications not just for the ways in which we represent ourselves to one another, but also the shifting expectations regarding privacy and surveillance" (Andrejevic 35). I found this portion of the reading most interesting because of how prevalent it is in our lives. For example, in college, nothing remains a mystery about someone you meet for more than the time it takes to get on Facebook. You can meet a new person who you really like and instead of getting to know them through them, you can check their Facebook profile and instantly get a snapshot of their life. I hate that. You shouldn't be able to do it, but its something our culture has embraces through the rise of background checks performed by anyone that wants to do one on any person. Sucks.
DQ: When will the monitoring of others on the internet get out of hand? Is it already? How can we gain more privacy?