full transcript
From the Ted Talk by Johanna Blakley: Social media and the end of gender
Unscramble the Blue Letters
So the tnaadioitrl media companies, of course, are pnyaig very clsoe attention to these online communities. They know this is the mass audience of the future; they need to figure it out. But they're having a hard time doing it because they're still trying to use demographics in order to understand them, because that's how ad rtaes are still determined. When they're monitoring your clickstream — and you know they are — they have a really hard time fiunrgig out your age, your gender and your income. They can make some educated guesses. But they get a lot more information about what you do online, what you like, what ietrnstes you. That's easier for them to find out than who you are. And even though that's still sort of creepy, there is an upside to having your taste monitored. Suddenly our taste is being respected in a way that it hasn't been before. It had been puesmred before.
Open Cloze
So the ___________ media companies, of course, are ______ very _____ attention to these online communities. They know this is the mass audience of the future; they need to figure it out. But they're having a hard time doing it because they're still trying to use demographics in order to understand them, because that's how ad _____ are still determined. When they're monitoring your clickstream — and you know they are — they have a really hard time ________ out your age, your gender and your income. They can make some educated guesses. But they get a lot more information about what you do online, what you like, what _________ you. That's easier for them to find out than who you are. And even though that's still sort of creepy, there is an upside to having your taste monitored. Suddenly our taste is being respected in a way that it hasn't been before. It had been ________ before.
Solution
- paying
- interests
- rates
- traditional
- presumed
- figuring
- close
Original Text
So the traditional media companies, of course, are paying very close attention to these online communities. They know this is the mass audience of the future; they need to figure it out. But they're having a hard time doing it because they're still trying to use demographics in order to understand them, because that's how ad rates are still determined. When they're monitoring your clickstream — and you know they are — they have a really hard time figuring out your age, your gender and your income. They can make some educated guesses. But they get a lot more information about what you do online, what you like, what interests you. That's easier for them to find out than who you are. And even though that's still sort of creepy, there is an upside to having your taste monitored. Suddenly our taste is being respected in a way that it hasn't been before. It had been presumed before.
Frequently Occurring Word Combinations
ngrams of length 2
collocation |
frequency |
social media |
10 |
media companies |
5 |
huge impact |
4 |
demographic categories |
2 |
hard time |
2 |
genre categories |
2 |
Important Words
- ad
- age
- attention
- audience
- clickstream
- close
- communities
- companies
- creepy
- demographics
- determined
- easier
- educated
- figure
- figuring
- find
- gender
- guesses
- hard
- income
- information
- interests
- lot
- mass
- media
- monitored
- monitoring
- online
- order
- paying
- presumed
- rates
- respected
- sort
- suddenly
- taste
- time
- traditional
- understand
- upside