We all know how powerful the media is and how it has a deep impact on our thinking process. It almost has the ability to brainwash us, to convert us. In the competitive world of today, companies are using this effect of media to their advantage, and more strongly than ever before.
One of the recent examples of this that came into spot light was Apple (NASDAQ:AAPL). Apple (NASDAQ:AAPL) even though has created a name of its own, it has a strong fan following but seems like they thought that wasn’t enough. They made huge investments in the media coverage of their launch, making it seem like an out of the world product. If that wasn’t enough, they paid the smartest anchors and reporters of popular TV channels to do their PR for them. On the other hand the World Wide Web has review videos emphasizing that now that IPhone 6 Plus is here, customers don’t need to turn to other Android devices.
All this media attention has started to raise questions why the media was turning into Apple’s (NASDAQ:AAPL) marketing machine. But the personnel defend themselves, claiming they are feeding the targeted audience what they already want to hear.
A report published last Sunday by Frederic Filloux, described this scenario as “corporate journalism” as opposed to “real journalism”. He brought to light, what companies like Apple (NASDAQ:AAPL) are really up to. They approach ex-reporters and editors and ask them to do what is known as “native advertising” or “branded content” for them at a much higher price. The companies produce the contents to be run on TV, websites, magazines and newspapers as real journalism.
Filloux’s report looked back at an economist article that provided evidence of how reporters are in a minority as compared to PR personnel. Another point Filloux highlighted was how real journalism has converted into false narration. Now the advertisements instead of illuminating the features of a product instead opt for false company achievements to seduce the targeted audience.
Apple (NASDAQ:AAPL) has done the same. What journalists need to figure out now is that why are they being lured into the Apple (NASDAQ:AAPL) trap by giving so much attention to the product release, which only just introduced something that its competitors gave two years back, e.g big screen.
Ever since Chinese companies like Oppo and Xoami have introduced something on similar lines, good handsets and a similar if not better Android experience thru Google (NASDAQ:GOOGL) all this at a much lower price. Eventually this will lead to a price decrease of the IPhone Plus and that is why Apple (NASDAQ:AAPL) is spending large sums on advertising.
Google (NASDAQ:GOOGL) plays a very significant role here, as it provides services like YouTube, Google (NASDAQ:GOOGL) Maps, Gmail, Google (NASDAQ:GOOGL) Search, Chrome and Google (NASDAQ:GOOGL) now for all mobile users, regardless of handsets. So Google (NASDAQ:GOOGL) has the ultimate power to control the customers, because a bad Google (NASDAQ:GOOGL) experience on the iPhone, could easily turn a loyal Apple (NASDAQ:AAPL) phone towards other Android phones.