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UNCW COM; The Art of the Teal

imcclass December 4, 2020

Throughout all of my semesters as a UNCW Communication Studies student, I have always been reminded that the COM department is constantly preparing its students for the professional world. With the spring semester rapidly approaching, and my graduation along with it, it is absolutely mind-boggling to look back at my time here and pick up on some of the unforgettable pieces of wisdom that I have collected while studying in this field; some of which were intentionally taught, and some that were not.

To start, I never saw professional value in my interpersonal skills until I began studying COM. Technical skills are important in the post-grad world, but we also need to be able to use empathy to imagine how our customers might feel in regards to a questionable marketing campaign, influencing to bring the team together for a project, and active listening to figure out the best way to respond to someone who we are communicating with. Successful professionals have to be well-versed in all of these areas, not just in the skills that fall under technical. Learning this also helped me realize that a healthy-group dynamic consists of a diverse group of people with various strengths. The way that I think and complete tasks is very different from how one of my classmates might, or how my boss might. However, it is because of these differences that we can work together to bounce ideas off of each other and create a successful product. Working with a group of people that don’t share similar strengths can also help everyone develop their weaker areas, specifically because members can observe how their teammates do things or even ask for advice on certain areas. In the end, the individuals within the team learn how to become more well-rounded professionals and foster a positive environment for the group that is productive and connected.

Photo from Unsplash

A major chunk of knowledge from this department boils down to the fact that we all have the communication tools needed to sell ourselves to potential employers, customers, group members, significant others, etc. All we have to do is learn what areas we need to improve and what areas we are naturally gifted at, then actively develop these attributes in order to properly represent ourselves. While the COM department does help us with the basics and the theory that goes into this process, they leave it to us to put in the effort to grow. We can see this in the classes that COM majors are required to take; we learn basic computer programs in CSC 105, proper public speaking etiquette in COM 101, how to conduct research and write about our findings in COM 200, and many others until we bring it all together in COM 400 to find the best way to display our strengths and acknowledge our weaknesses to land post-grad opportunities.

Something that has become more evident over the years of acquainting myself with the department faculty is that even the more experienced adults in our lives aren’t always sure what they are doing; they are imperfect humans as well. When you see one of your professors crack jokes at their boss (who is also their friend), or hear them talk about something embarrassing they did over the weekend, you start to see them as actual people who are relatable by nature. With this topsy-turvy semester in particular, I have seen professors who reflected similar themes to myself and my peers such as having trouble staying motivated, completing tasks late, experiencing zoom fatigue, etc. It helps to remember that the people we look up to are not too different from ourselves when we are attempting to figure out our future plans, because then the idea of being successful and happy seems obtainable. It also helps us keep in mind that we need to be more understanding with each other; no matter how experienced someone is or how professional they are, they are human too and they have moments where they are struggling. That means being ready and willing to provide support when needed, even to the ones who seem like they have their life in order.

Based off of how quickly this semester went, graduation will be here before I know it, and I couldn’t have done it without all of the knowledge, support, and spirit that I received from this department. However, I am now realizing that there was something the COM department never prepared me for; the fact that I’m not ready to leave yet.

Written by Emma D’Anjolell. You can learn more about our blogwriters by clicking the “Our Team” banner at the top!

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In the Blink of an Eye

imcclass December 3, 2020

Am I the only one who thought their four years at UNCW went by fast? Like really fast. Well, I guess technically the Class of 2021 only had one full year. Shoutout to Hurricane Florence, Hurricane Dorian, and COVID-19 for that nonsense. But here I am, heading into my final semester thinking about the last four years and how I wouldn’t change them for the world. I have experienced so much, and I’d like to say I learned a few things along the way. So, I have some advice for current and future Seahawks.

Find your passion- Major in something that interests you, something you’re passionate about. UNCW offers a variety of majors and concentrations within them. Explore the different courses and find your place. It might take a year or two but it’s better than getting a degree in something you don’t care about.

Get involved- There are so many student run clubs/organizations on campus, everything from Beekeepers to ski and snowboard. I joined club soccer my freshman year and it has been one of the best decisions I’ve made. I’ve met so many amazing people and was able to play the game I love. I highly recommend attending the Involvement Carnival and signing up for anything that sounds interesting.

Look before crossing- If you’ve never almost been hit by a biker or skateboarder on Chancellor’s Walk then you haven’t gotten the full UNCW experience. Campus is filled with Lance Armstrong and Tony Hawk wannabes and they do not slow down for anyone. So, unless you want to end up in the hospital, I recommend looking both ways before crossing.

It’s okay to skip class- I’m sure professors won’t be too fond of this one. But if it’s 85, the sun is out, and someone invites you out on their boat, but you have class…skip the class. Missing one day will not be the end of the world, I promise. Just don’t make it a habit.

Galloway is the OG- Okay, Galloway might have a bad rep but living in that prison-like building is an experience like no other. Just imagine living in a hotel with all your friends, it doesn’t get much better than that. The dorm experience is a must have. And even though it might get torn down, Galloway will always be superior and hold a special place in my heart.

Campus life is the best life- UNCW’s campus is beautiful. My favorite time of the year is that first warm day of spring and everyone is chilling on campus in Enos, laying in the grass, or throwing a frisbee. I wish I would have enjoyed those days a little more now that campus is like a ghost town.

Get to know your professors- This is something I truly regret. I was taught by some of the most amazing and intelligent professors. Go to their office hours. Talk about classes. Talk about something other than classes. Professors are people too.

There is more than meets the eye- I’m sure location played a big part in your decision to become a Seahawk. Wilmington has so much more to offer than just the beach. Explore your community. Try a new restaurant or brewery every week. There are plenty of hidden gems to be found.

Don’t blink- College is an amazing experience but trust me, it flies by. You never know when something like a global pandemic is going to take away your senior year. Your last year with your friends. Your last year of being young and dumb. So, don’t take it for granted.

As Andy Bernard once said, “I wish there was a way to know you were in the good old days, before you actually left them.” To future and current Seahawks, you picked a truly incredible place to spend the next stage of your life.  Make memories that will last a lifetime. Enjoy every second of it.

Written by Rachel Nuhfer. You can learn more about Rachel and our other blog writers by clicking the “Our Team” banner at the top!

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Embracing the Inevitable: Virtual Vulnerability and the Value of Change

imcclass December 3, 2020

Adaptation. Resilience. Vulnerability. As my time at UNCW comes to a close, I’ve found myself reflecting on these three values and the essential role they’ve played in my ability to embrace change and inspire personal and professional growth as a student. Although these three values are rooted in my own development, this growth would not have been possible without the support of my professors and the Communication Studies faculty.

For the Class of 2020, the experiences we’ve had with our COM professors have been all-encompassing. They’ve watched us as we’ve developed from promising students to passionate graduates to-be. They’ve seen us overcome obstacles and realize our potential as we grew within our discipline, supporting us along the way with encouragement and affirmations. They’ve seen us stumble into 8am classes tired and unenthusiastic, and welcomed us with humor and understanding. They’ve shared our excitement for our successes and our disappointment for our failures. The relationship we’ve created with our professors is special, but for the past two semesters, they’ve gotten to see another side of us—as have we with them—that has made our relationship unique: we’ve seen each other at our most vulnerable.

As we shifted to online classes to navigate the COVID-19 pandemic, we uncovered vulnerabilities with our peers and professors that we hadn’t revealed before. Through the medium of Zoom, we were invited into each other’s most personal spaces. We’ve gathered virtually in each other’s bedrooms, offices, and kitchens. We’ve seen each other unkempt, donned in our pajamas with faces unwashed and hair uncombed. We’ve seen disheveled apartments with unwashed dishes, unmade beds, and disorganized offices. We’ve seen our peers quarantined, participating in class while battling the tail end of their recovery from COVID-19. We’ve overheard conversations that were meant to be muted, seen visuals that were meant to be hidden, and experienced sharing our most intimate spaces with many whom we hadn’t interacted with beyond the classroom. Whether we intended to or not, some of us have arguably shared too much (insert collective moment of solace for those who forgot to turn off their camera in the bathroom—I admire your humanity). But, what’s resulted from this unusual and slightly uncomfortable venture is a deepened sense of community and humility. Despite each of the challenges we’ve faced amidst isolation and remote learning, we’ve become more familiar with each other’s humanness. We’ve seen each other vulnerable.

There’s something reassuring about seeing the equally as imperfect versions of your classmates and professors gather on an early morning Zoom. There’s something refreshing about accidental unmutings and casual moments of candor that otherwise wouldn’t be shared if it weren’t for the virtual nature of this school year. There’s something relieving about this unconcealed collective struggle that makes something so foreign feel familiar. What initially felt like an awkward intrusion has turned into a means of comfort and connection. Throughout the past year, I’ve developed a strange appreciation for ‘virtual vulnerability’ and the authenticity that comes with it. Perhaps one day, we’ll be nostalgic for the transparency of these unusual circumstances the same way we’re nostalgic for what was once ‘normal’. But, for now, I’ve found relief in the abnormal, I’ve found humor in the absurd, and I’ve found comfort in the uncomfortable. Truthfully, I might actually prefer these raw versions of ourselves over the polished versions that we grew so accustomed to.

While the past two semesters have proven to be mentally and emotionally taxing for myself and many others, the fundamental exercise of resilience and adaptation calls for choosing a response that embraces your vulnerabilities in the face of change.

To the students entering UNCW, I encourage you to keep one thing in mind: the inevitability of change. There’s no telling what the academic year will look like as you navigate college in the years following the pandemic; however, there is one guarantee, and that is change. The changes that you will face will be challenging, as they will often be unexpected, but they will be transformative if you award yourself the additional challenge of embracing your vulnerability to inspire adaptation and resilience.

More than anything, the inevitability of change is a reminder to value the present moment and the people within it. Upon entering UNCW, create a relationship with your professors; be transparent with them and respect them as people. Our professors are equally as human as we are, and more often than not, they feel the same uncertainties twice over for their students in the face of change. Throughout all of the unpredictable changes at UNCW, the one thing that has stayed consistent is the dedication of our professors; they will be alongside you the entire way, and believe me, they want to see you succeed.

The experiences you will have throughout your time at UNCW will likely go unmatched. Although you will inevitably get clouded by deadlines, personal setbacks, and other reliable obstacles, I urge you to keep the bigger picture in perspective. Though this reads as a cliché, it is a fact of life: the only constant is change, and you never know when the most definitive changes are coming. My time at UNCW has taught me that change is in fact inevitable, and as I approach graduation, I’ve made a promise to myself to continue learning and embracing change as if I were still a student. I know that in order to do so successfully, I’ll need to continue to be vulnerable, adaptable, and resilient; skills that UNCW has uniquely prepared me for. Enrolling in UNCW almost promises an unpredictable experience, but if you have reservations about potentially forgoing a ‘normal’ college experience, take it from someone whose path has been anything but ordinary: I wouldn’t have it any other way.

ENorris2020a.JPG

Written by: Emily Norris, soon to be UNCW COM Alum

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Choosing a Path Least Expected

imcclass December 2, 2020

After graduating from high school, I expected my journey in college to be a straight path. Pick a university that I attend all four years, choose a major that I stick with throughout my undergraduate career, graduate on time and enter the professional world. Although I did not follow this path, I am grateful for the journey I have taken. After about five months at the university I was attending as a freshman, I knew that I was not happy and this was not the university I was meant to be at. I began exploring other options and finally chose UNC Wilmington. Attending UNC Wilmington has been the greatest blessing that I could have ever asked for.

When I first arrived at UNCW I thought I wanted to be a physical therapist. I knew that I always enjoyed helping people, so I chose to go with the path of an Exercise Science major. Over the course of the next year, something was not clicking. I could not find the passion and interest within this major that I originally hoped for. This is when I began to evaluate myself and my options. I had a few friends who were in the Communication Studies department focusing on the IMC track. After much thought, I decided to make the switch to Communication Studies. Ever since I made that switch, I have not once second-guessed my decision.

Before changing my major halfway through my junior year, I knew there would be a possibility that I would graduate late. Of course, this worried me at first, but I soon realized that everyone completes college at their own pace and there is nothing wrong with my graduation date being a semester later than originally planned. I realized that we are all on our own timeline and not everyone’s journey will be the same. One piece of advice I have for someone worrying about something similar, is to focus on yourself. It is okay to worry because that is natural, but just know that you will finish at the time that you are supposed to. As clichéd as it sounds, everything does happen for a reason. I truly stand by that.

I knew that everything happens for a reason when COVID-19 struck our world. As terrible as this virus has been, it has allowed me to ease myself into the professional world which has ultimately been of great benefit to me. This past summer I had the privilege of being a marketing intern at an environmental sustainability company. The company is based out of San Francisco. Although this internship was not like normal ones due to COVID-19, I have learned more now than I ever could have hoped for. If I did not change my major and push back my graduation date, I may have not had this same opportunity. I cherish the journey that brought me here and the experiences that I have had. Working as a marketing intern and amplifying the voice of this brand that has incredible goals to change the world has been the most rewarding experience.

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As I worked through the Communication Studies and IMC curriculum, I found a natural passion and interest within this field. Looking back on my four and a half years as an undergrad, I have truly realized that everything has a way of working itself out. Going into college, I always thought I was destined to work in the medical field. Although I still have some interest in that area and applaud those who choose that path, I came to realize the path I was destined for was elsewhere. You can be so set on a path for yourself, but life has a way of leading you to doors that you are meant for whether you realize it or not.

As I look into the future, I am very curious about where life will take me. Life can be so unpredictable and the uncertainty extremely nerve-racking. Some goals I have for myself and my future is to always find joy in what I do and to never stop doubting myself. I have struggled a lot with self-doubt, but have realized that you are your biggest critic. Realizing that while also realizing your potential is what will help you succeed in life. You can do incredible things if you always have faith in yourself. If you are reading this, this is your reminder to never stop working for what you want and to always believe in yourself.

Written by Kendal Powell, UNCW COM Senior

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Once a Seahawk, Always a Seahhawk

imcclass November 30, 2020

My college experience at UNCW was not what I originally expected. When I started my college journey as a freshman in the fall of 2017, I had an entirely different view on what college was and had no idea just how much I would grow and change throughout my time at UNCW. My four years here have not been easy to say the least. While dealing with multiple hurricanes and a global pandemic, I haven’t given up and will continue to persevere through my last semester at UNCW. If you would have asked me 4 years ago where I see myself after graduation, I would have said that I aspired to be a set designer and work in Hollywood. That is no longer the case. As I look forward to next semester and graduating this spring, I am hopeful to step out into the event planning field and develop my skills through the last of my IMC classes as an undergrad. What caused me to completely change my career path you ask? I can trace it back to two moments during my freshman year that defined me as a Seahawk, joining the Association for Campus Entertainment (ACE), and studying abroad with the Communication Studies Department in Italy.

My Time with ACE

When I first arrived at UNCW, I wanted to find ways that I could get involved on campus and meet new people. I found out about ACE when I attended the Involvement Fair that UNCW hosts every fall. I decided to join ACE that same semester and it began to open my eyes to new passions that I didn’t realize I had. I made a few lifelong friendships through ACE and found out that I enjoyed being involved with campus activities by planning events for people to enjoy. I was able to show my creative side and felt, for the first time, that this is where I belonged. I went on to join the executive board my sophomore year as the Activities Chair for ACE. I loved the feeling of creating community, a place where students could come meet new people and have fun on campus. It was this club that helped me realize my talent for event planning and guided me to my new path for the rest of my time as a Seahawk. As a result of my involvement with ACE, I was also able to make connections with other on-campus departments leading to my current position as the Vice President of Programming for the Residence Hall Association. Although the coronavirus pandemic has presented me with many challenges in this role, I feel more prepared now than ever to tackle any challenges that may come my way in my future career.

Studying Abroad with the COM Department

During a presentation in my UNI class freshman year, I learned about the study abroad programs and opportunities available. There was one particular program that stuck out to me, an opportunity to study abroad with the Communication Studies Department during spring break. I have always wanted to travel abroad to Europe and this trip to Italy was my first time traveling internationally. This trip was a very formative experience for a number of reasons. First, it sparked my love of traveling and pursuing further study abroad opportunities throughout my time at UNCW. Up until the coronavirus pandemic hit, I was able to go on two study abroad trips during my freshman and sophomore years at UNCW. Second, studying abroad with the Communication Studies Department introduced me to students in the communication studies major during my freshman year and helped me discover that this major was a good fit for me. As a timid freshman, I remember thinking that majoring in communication studies was intimidating and I would never be comfortable with public speaking. However, after getting to know some people in the department on this trip, I recognized that communication studies was not only the right major for me, but a good background to have for my future career as well.

In conclusion, as I reflect on my time here at UNCW, I would not change a single moment of it. It is amazing how just a few small decisions shaped my college career and the direction my life is moving. If I had to do things all over again, I would choose to attend UNCW in a heartbeat. I found who I wanted to be and created a second home here in Wilmington. No matter where life and my experiences lead me, I will always be a UNCW Seahawk. Wings Up!

Written by: Holly Pearce

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Diversity & Inclusion in IMC:

imcclass November 23, 2020

The Importance of Intersectionality in Brand Strategy

As Pride month—one of the most renowned celebrations of visibility and equality—met the Black Lives Matter movement—one of the biggest social justice movements against racial inequality—this past June, the marketing and social media industry saw just how crucial it is that brands make a conscious effort to promote authentic diversity and inclusion (D&I) in the content they produce.

“No pride for some of us without liberation for all of us” — Marsha P. Johnson

It goes without saying that D&I is essential in cultivating consumer trust and establishing an ethical brand identity. Recent shifts in the standard of representation have exposed the value of brand strategies that place an emphasis on effective D&I practices in the marketing and social media industry—and the consequences that follow for brands that don’t.

Truth be told, many brands see diversity and inclusion as a mandatory practice—as a compliance that they should adhere to in order to seem diverse enough to satisfy the public and alleviate any possibility of being denounced, or “cancelled,” for producing content that is to some degree homogenous, whether it’s white-washed, ableist, or heteronormative content. This particular incentive behind diversity and inclusion—simply including marginalized groups because it is expected—lacks intentionality, and instead sits comfortably meeting the minimal standard of representation that’s been submissively accepted by the majority of consumers until recently.

With the way that brands are able to interact with consumers today, they have the ability to influence both consumer response and societal change by utilizing their platform to strategically promote diversity and inclusion in marginalized groups. So, what’s the best practice for strategically—rather than passively—promoting diversity and inclusion within these marginalized groups?

Approaching D&I through an intersectional IMC framework. By integrating the distinct elements of diversity and inclusion the same way we integrate the elements of brand strategy that we are already familiar with, we can combine several different areas of representation and unify them into one holistic group. Through this, we are able to create content that represents all marginalized groups—rather than one or a few—to ensure that D&I in IMC is intersectional. By taking an intersectional approach to representation, we can promote D&I in an accurate and meaningful way, which in turn has the potential to increase both consumer engagement and the acceptance of marginalized groups in society.

So, what exactly is intersectionality, and what constitutes intersectionality in brand strategy? For starters, intersectionality is the concept of unifying—or integrating—individuals who experience discrimination as a result of belonging to various marginalized groups. These are people who have historically been discriminated against with respect to race, class, gender, ability, age, religion, sexual orientation, education, culture, or legal status. In essence, intersectionality is the combination of multiple marginalized identities that can increase the bias and discrimination a person receives because of their identity. So, the more marginalized communities a person belongs to, the more this person will experience bias and discrimination as a result.

For example, as a white, queer woman, I experience bias and discrimination due to my sexual orientation and gender. Both of these identities intersect through two different marginalized groups, which increases the level of bias and discrimination that I experience as a result. However, I cannot experience the same level of discrimination that a black, queer woman will experience. The combination of her gender, sexual orientation and race adds another layer of intersectionality to her identity, which increases the level of discrimination that she experiences as a result. The important takeaway is the cumulative effect of intersectionality: each individual identification within a marginalized group will intersect, which increases the level of bias or discrimination a person is subject to because of their identity.

The term “intersectionality” was first coined thirty-one years ago by Kimberlé Crenshaw to address the oppression of African-American women (Columbia Law School, 2017). Today, however, intersectionality has been redefined to embrace all margins of social justice and has resurfaced as one of the most talked about initiatives in equality, particularly in regards to feminism and racial inequality. While racial representation is at the forefront of most conversations around D&I today (and rightfully deserves to occupy this space), intersectionality nurtures the representation of all marginalized groups, including those that have more covert implications of diversity, such as education or legal status.

Densifying the representation of a particular group is powerful, but the list is comprehensive when it comes to diversity and inclusion. Therefore, the representation that is seen in branded content should reflect the comprehensive nature of true diversity and inclusion. This approach makes plenty of room for intersectionality.

Indya Moore, one of the most vocal and influential LGBTQ and Black Lives Matter activists, addressed the bias and discrimination that they encounter within their own family dynamic in a recent interview with them. this past June (them, 2020). In Moore’s words, their family would “pick and choose” parts of their identity that they wanted to advocate for and accept—their race—while neglecting others—their queer identity (Moore, 2020). The same way that familial ties do not require solidarity and acceptance, many consumers feel comfortable “picking and choosing” which marginalized groups they engage with and advocate for, while neglecting to see the implications of their bias in regard to all marginalized communities.

“Listen and move with us, not for us” — Indya Moore, them.

In essence, true diversity and inclusion is only profoundly effective when it is intersectional. The practice of integrated marketing communication requires being integrative in all aspects of branding—in this case, integrating multiple different marginalized communities into the content we produce to help bridge the gap between individual marginalized groups and between marginalized groups and the rest of society. By extending the definition of ‘integrated’ in IMC to embrace intersectional brand strategies, we are able to use this holistic definition of integration as a guide to strengthen traditional brand strategy and leverage social change.

As we polish off our undergraduate careers and prepare to settle into positions of influence in the IMC field, we must take the initiative to recognize our responsibility as the next generation of IMC professionals by promoting diversity and inclusion in the content we produce and being an ally to all marginalized communities through our work. By acknowledging the weight that our decisions carry, we have the power to cultivate a more intentional approach to D&I by making a conscious effort to utilize intersectionality. Acting on these ethical incentives as agents of change, we can actively engage with our consumers to advocate for marginalized groups and cultivate positive consumer response. It is our responsibility to shift into a standard of producing content that continuously sets the standard for respect and representation through intersectionality in D&I; it is a win-win for both the success of brands and the progress of society.

References:

Ruggs, Enrica N., et al. “The Effect of Traditionally Marginalized Groups in Advertising on

Consumer Response.” Marketing Letters, vol. 29, no. 3, 2018, pp. 319–335., doi:10.1007/s11002-018-9468-3.

“Kimberlé Crenshaw on Intersectionality, More than Two Decades Later.” Columbia Law School, http://www.law.columbia.edu/news/archive/kimberle-crenshaw-intersectionality-more -two-decades-later.

Nast, Condé. “We Went Live With Indya Moore to Talk About Black Trans Liberation.” them., 2020, http://www.them.us/sponsored/story/we-went-live-with-indya-moore-to-talk-about-blac k-trans-liberation.

“Intersectionality Photo.” Autisme Centre Quebec, http://www.autisme-cq.com/lacces-a-linformation -chez-autisme-centre-quebec/diversite/.

Written by E. Norris. You can learn more about our blogwriters by clicking the “Our Team” banner at the top!

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How Ethical Are Sneakily Sponsored YouTube Videos?

imcclass November 20, 2020

Kids are born into this consumer driven world and are almost instantly marketed to. From advertisements during a TV program, to things much more personal such as their favorite YouTubers endorsing or even just mentioning products during their videos.

With YouTube being arguably the most utilized app to keep children entertained when they’re young, there comes many issues with sponsored items or videos from content creators. While children don’t necessarily notice it at first it raises some flags about the ethicality of it all. To start with, children are large influencers on parents’ purchases. So, while it may not seem like that big of a deal it is certainly having some effect on household purchases in some capacity. These businesses are also marketing to children to begin almost training their future purchase habits. But children don’t know that.

By gearing advertisement to children, who aren’t old enough to differentiate advertisements or sponsored videos from genuine personal opinions, it sets them up for a number of consequences. To start with, by blurring the lines of what is advertisement or actual content, children grow up and have difficulties critically reflecting on commercial messages. This allows them to be a little more easily influenced than other generations. (De Veirman, Hudders, & Nelson, 2019.)

One of the highest paid influencers on YouTube today is Ryan ToysReview at only age 9. His channel is advertised as being a channel by a kid for kids giving a new review on highly sought-after toys. While on the surface this may seem innocent, the entire channel is ethically questionable. Children are going to Ryan’s videos to see what other children are playing with or to see what elementary aged kids are interested in. But behind the scenes Ryan is being endorsed by various companies to feature their toys which then makes his expressed opinion not fully his and extremely swayed.

According to Truth in Advertising.org (TINA.org) this has caused Ryan some legal issues. TINA.org filed a deceptive advertising complaint against Ryan ToysReview in 2019 that urged the Federal Trade Commission to review the marketing on the YouTube channel and appropriately enforce any consequences. Their main argument was that because the channel has over 20 million subscribers, companies such as Nickelodeon, Walmart, and Hardee’s have sponsored many different videos that seem to be organic content but, in reality, are sponsored. TINA.org argues that since most of Ryan’s following are younger children, “…they are in early stages of development and cannot tell the difference between advertising and organic content.” There is no update within the article about what ended up happening with the complaint, but they did mention that this wasn’t the first time the channel has found themselves in legal turmoil. (Ad Watchdog.)

While YouTube videos that don’t advertise that they are sponsored aren’t necessarily illegal, it has been found to be unethical by the American Marketing Association. Within the codes of conduct it states that responsibility is one of the ethical values that are expected by society and/or professional organizations. Within the responsibility section it states that organizations will, “..recognize special commitments to vulnerable market segments such as children…” (American Marketing Association.) As an example, this could be making it obvious or known that content is sponsored by a certain company or brand. But with this only being considered ethically wrong, it is hard to keep every content creator, let alone every business, in check.

Parents are also having a hard time recognizing what is advertisement and what is genuine content. This allows businesses to easily target children since the parents don’t even realize the video is not necessarily organic. This also leaves the door open for businesses to misuse that deception and advertise inappropriate or questionable things to children. For example, most parents wouldn’t assume Ryan ToyReview was sponsored because it doesn’t seem like it is and it isn’t advertised to be. They merely put the videos on for their children and hand it over without knowing their child is being imprinted on by big corporations.

The world of marketing can be difficult as well as confusing at times, but as long as people continue to look into the content they are engaging with and absorbing daily for both themselves as well as the vulnerable populations, then we can avoid all the gray area. As future marketers, we should also take this as a warning or a lesson to always label our sponsored content, because it is just ethically right.

References:

Ad Watchdog TINA.org Reports “Kidfluencer” Ryan ToysReview to FTC. (2020, February 13). Retrieved September 14, 2020, from https://www.truthinadvertising.org/ryan-toysreview-press-release/

American Marketing Association. (n.d.). Retrieved September 14, 2020, from https://myama.force.com/s/article/Codes-of-Conduct?_ga=2.130723151.1903681905.1599838029-1180323731.1595357817

De Veirman, M., Hudders, L., & Nelson, M. (2019, November 14). What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research. Frontiers in Psychology. Retrieved November 14, 2020, from https://www.frontiersin.org/articles/10.3389/fpsyg.2019.02685/full

Written by Zoie Nelson. You can learn more about Zoie and our other blogwriters by clicking the “Our Team” banner at the top!

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