Multimedia

6: 15 in the morning. My alarm goes on. I extend my arm and while I try to grab my cell phone and turn off an annoying alarm ringtone, I drop my glasses, Tolstoy’s War and Peace follows them and with the sound of Napoleon’s artillery smashes my glasses just like French cuirassiers smashed Russian Cossacks in the battle of Borodino. Eventually I manage to reach my phone and accidently push it of the table. Ringing stops, I could clearly hear the battery flying out of the cell phone. First thought comes through my mind, “What a terrible morning”. I bend over my bed, open my eyes and look at the result of the battle. Glasses were completely destroyed and Lev Tolstoy was looking at me from the cover of the book just like Lenin was looking at Bourgeoisie. I grab my cell phone and automatically read what is written on it, NOKIA. Second organized thought comes through my mind, “Wow, I am awake for about ten seconds and I am already being affected by the all-powerful media”. Before making my way to the shower I stop at the refrigerator to get something to drink, and when I open it, all the products with the companies’ logos are being exposed to me, and once again all-powerful media reaches my brain…

Every minute our brain receives messages from various media sources. We are being bombarded by these messages without even noticing it and very often, just like an artillery fire, these messages reach our brain with an unbelievable accuracy and leave a tremendous impact on us. Advertisement business is very similar to the weapons business, new types of advertisements are being created just as often as new types of weapons and it is similar to the arm race. In 21st century multimedia became the most popular advertisement environment providing “a weapon of mass distraction” for corporations. The nature of multimedia is that it is not limited to any norms or principals. Its messages can target anyone and can carry any meaning. Multimedia is able to adapt to any surrounding environment by changing its form, just like a chameleon, but not in order to hide and protect itself, but to wait for a careless victim and then strike it with all its power and to infect it with the deadly venom.