Medium is the means in which meaning passes through that is no longer a neutral instrument.
Okay, why is a medium important?
- Tesla Motor does not invest in conventional forms of advertisement such as commercials, billboards, or ads. Tesla utilizes YouTube to post videos of their latest technological advances.
- May 30, 2018, YouTube video targeting Taiwanese audience
- https://www.youtube.com/watch?v=yPh1sXdXhT
- Tesla is revolutionizing the commodity of advertisement of motorized vehicles towards cinematography of storytelling.
- videos are a visual multimedia narrative that combines a sequence of images to form a moving picture
- video is different than commercials because commercials influence human behavior for the consumption of the product
- the video runs anywhere from 1-3 minutes as for commercials tend to run between 15-60 seconds
- Tesla is online solely
Who cares?
The medium of choice for Telsa Motors is videos on YouTube. Youtube is a platform that fosters an array of variation of communities such as vloggers, comedic, beauty, DIY, tutorials, and etc. The medium in which Tesla Motors houses its videos of technological advancements of the electric vehicle can be virtually shared and accessed by everyone. Even though YouTube is not a neutral platform it the message of the video and the platform are linked and are one.
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