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

  1. paying
  2. interests
  3. rates
  4. traditional
  5. presumed
  6. figuring
  7. 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

  1. ad
  2. age
  3. attention
  4. audience
  5. clickstream
  6. close
  7. communities
  8. companies
  9. creepy
  10. demographics
  11. determined
  12. easier
  13. educated
  14. figure
  15. figuring
  16. find
  17. gender
  18. guesses
  19. hard
  20. income
  21. information
  22. interests
  23. lot
  24. mass
  25. media
  26. monitored
  27. monitoring
  28. online
  29. order
  30. paying
  31. presumed
  32. rates
  33. respected
  34. sort
  35. suddenly
  36. taste
  37. time
  38. traditional
  39. understand
  40. upside