★ a reflection on commercial interests ★
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Question 2: How have commercial interests (e.g. media ownership, advertising) influenced your media use and experience?
I consume media across multiple platforms, and TikTok is a good example of how commercial interests show up in ways that aren’t always as obvious. Some advertisements explicitly state that they are ads, which is straightforward. But I have come across users on my algorithm that appear to be normal account at first, yet actually contain undisclosed advertisements for certain brands, which can be hard to notice if not explicitly stated.
While tracking my media usage, I spent an afternoon watching YouTube videos while sketching. Among them was a video titled, everything online is an (undisclosed) ad, where Meg, the host of the channel, discusses how advertisements are becoming increasingly unavoidable. At the beginning of her video, she mentions that “you can barely open your eyes without being advertised to, let alone when you use your phone, there will be an ad on there” (meg, 2006, 0:26). While listening, she brings up the topic of relatability marketing, a strategy brands use to engage with their customer base by “creating authentic connections” and mirroring their lives through user-generated content rather than relying on traditional advertisement strategies (meg, 2006, 1:12). I agreed with Meg when she questions the legality of this practice because it has become a widespread issue--creators produce relatable content to promote products without properly disclosing paid partnerships.
Advertisements are everywhere. I’m only able to bypass most of them because of the number of ad blockers and website blockers I use, which means I don’t need to see unwanted content. I like to curate my social media feeds carefully, so I only see the content I want, and this idea links to my broader role as a media audience member as well. I take an active role in shaping my media environment. I don’t want to see ads, and I actively work to avoid them.
Expanding on this, commercial interests also show up in the way media platforms operate. Many platforms are designed to keep users engaged, which often means trending videos are pushed more than content that challenges viewer’s perspectives. In my experience though, the algorithm mainly shows me content related to my interests rather than trends. I see a lot of art and fandom content, but occasionally advertisements for brands selling t-shirts of my favourite media, jewellery, or music artists promoting their latest releases will appear on my feed.
Films are another area where I have noticed commercial interests are very apparent. Product placement is sometimes intentional, like in Spider-Man: Into the Spider-Verse. It’s main character, Miles Morales wears a pair of Nike Air Jordans that are central to his character identity but also serve as a major marketing point in the film. Sony, the company behind Into the Spider-Verse markets its own products in the movie as well. Other brand names appear in subtle ways too. In Mile’s universe, there is an ad for “Koca Soda” in the background of one scene, which is mirrored in an alternate dimension, that of Peter B. Parker’s. The same billboard shown in Mile’s universe features Coca-Cola, the real-world brand, in Parker’s universe instead, which is only one example of how advertisements can be woven directly into storytelling as well.
In general, advertisements are so ingrained in all forms of media that it can be frustrating for someone who actively tries to avoid them. However, I don’t agree with labelling advertisements as inherently bad, no matter how bothersome they may be. Ads allow companies, small business, and individuals to promote their products and earn revenue. Without ads, some website or blogs wouldn’t be able to earn commission. Some advertisements also exist to raise awareness of global issues and criseses as well. I encounter a mix of both of these types of commercials, and I believe support should be directed toward the people and causes that genuinely need it.
Even though I dislike ads, following gaming companies, and clothing brands is a form of engagement with commercial interests too. Overall, while commercial interests exist everywhere in modern media, I try to navigate them thoughtfully, choosing what to engage with and what to ignore.
Meg. (2025, December 21). Everything online is an (undisclosed) ad [Video]. YouTube. https://www.youtube.com/watch?v=C29YnDVM5lk