BCM112 Week 3


A classic example of how the medium is the message.

Vine was a popular social media app that allowed users to post and edit short clips. Vines immediate popularity was short lived, as the app was discontinued in January of this year. Isn’t it interesting how an app that was once a daily entertainment became deserted in just a few short years? I think so.

In my opinion vine had problems with it’s own medium and therefore could not deliver a message to it’s target audience. The target audience is presumably young millennials. Classic characteristics of millennials are fast paced, simple, constantly changing and entertaining. Vine hit all of these points except one. Constantly changing. Vine simply could not keep up. With it’s audience waiting for the next update or effect, Vine fell behind. The app couldn’t evolve with it’s target audience and therefore lost total control.

This medium once achieved the message of being hip like a millennial but slowly showed it’s true colors that came across more like a baby bloomer. Slow, static, sadly irrelevant.


2 thoughts on “BCM112 Week 3

  1. It’s so interesting to me that one day we be so interested and even obsessed with something and then all of a sudden it no longer fulfills our needs. As an audience we need to be stimulated by something that is constantly changing and evolving. I definitely agree with you, vine had no where to go and no way of improvement so it completely lost the interest of its audience. This is the complete opposite for the case of the way we listen to music though. Although the cassette medium is dead, audiences didn’t lose interest in it, it just evolved to CDs and Ipod’s, creating a new and better medium with the ability to continue to evolve and stimulate audiences.

    Liked by 1 person

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