In the “Three Dimensions of iCulture” reading, it mentioned how Nike “creates not just an athletic shoe, but also detailed information about consumer preferences” (p. 25-26). With this information, this can be easily “traced back to the individual consumers through their cell phone numbers, their credit card numbers, or online forms, the information can be personalized and aggregated” (p. 26). This actually reminded me of a course I took last semester related to Predictive Analytics and Big Data. The information that Nike collects can be used to provide consumers with suggested products because of the information that was obtained. Companies, like Nike, can use statistical methods from data mining to make predictions/suggestions. Correlations would be found by searching, storing, capturing, and transferring the data –big data!


People no longer need to be a passive audience because they can actually be more active since they can make their own mixes. Producers can be consumers, which lead to the new generation term called, “Prosumers” (p. 29). This first reminded me of YouTube because an audience can listen or watch these YouTube videos, or people can upload their tutorials, videos, and music for others to watch. Then, I started thinking about SoundCloud which is a website for people to upload their mixes for others to listen and download/purchase. “The fact that ‘Google’ has become a verb as well as a proper noun suggests the extent to which we are increasingly availing ourselves of the ability to translate interactivity into peer-to-peer monitoring… the Internet ‘allows everyone to become a producer of media content’” (p. 35). I agree with these statements because I do hear others and myself saying “I googled my friend and found her email address” or “Let me google it”. We turned the name of a search engine into a verb to search for things. However, is this a problem? It seems as if many people nowadays are creating their own words and definitions that older generations haven’t heard of before.


There has been a lot of talk about the privacy and whether we are being monitored at all times. The author makes a great statement, “we may not know exactly who is watching, but we have no expectation of privacy” (p. 40). As much as we think we are anonymous online, we actually aren’t. We shouldn’t be so naïve, and believe that what we do online may not appear some how online. I think that whoever is monitoring us is really collecting data and storing it into a huge database. I think it’s really to have a record of every single thing “just in case” it becomes necessary to look more into it later on. It most likely has to do with the terroristic acts and people not being trustworthy because of the things they do that leads higher officials to investigate further with the information collected. 

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