1. Whose message is this? Who created or paid for it? Why? Comcast created and paid for this direct mailing brochure because the corporation is constantly seeking new customers. In this case, they are specifically seeking the NM Media Literacy Project as a new customer, or whichever business is the current resident at the listed address. 2. Who is the “target audience”? What is their age, ethnicity, class, profession, interests, etc.? What words, images or sounds suggest this? The words and images suggest that Comcast’s target audience is a business, or a business owner, who may or may not want an internet service provider. The mailing states the bundle’s name, “Comcast Business Class,” numerous times, and other clues in the words include “Comcast Means Business” and “Turn Your Office On.” 3. What is the “text” of the message? (What we actually see and/or hear: written or spoken words, photos, drawings, logos, design, music, sounds, etc.) The front section of the brochure uses the colors of blue, green, and red, and tells us that “Comcast Means Business.” The cost, the download speed, and benefits are listed. The Comcast logo is on the bottom right-hand corner. The color of the brochure is white. On the inside of the brochure, at the top of the page are the words in blue “4 Things the Competition Doesn’t Want You To Know.” There is a large gray rectangle with 4 text boxes which are numbered from 1 to 4. 1 is blue, 2 is green, 3 is red, 4 is white. Each box explains one of the “things” the competition doesn’t want us to know. Also in the gray rectangle are 3 icons—a phone in blue, a computer mouse in green, and a monitor in red. The colors and the icons refer to the text boxes 1-3. At the bottom of the inside of the brochure is the number to call to receive the $99 a month bundle. The Comcast logo is on the bottom right-hand corner. The back section of the brochure states “Turn your office on,” and the Comcast logo is in the center of the page. Beneath the logo is the small print containing various pieces of information, including that there is a minimum one-year contract and an early termination fee applies.

Scroll down to read the contents of this direct-mail brochure.

4. What is the “subtext” of the message? (What do you think is the hidden or unstated meaning?)

The subtext of the message is that Comcast cares about businesses and wants businesses to be successful, Comcast is thoughtful—they created a bundle instead of letting a customer select their own bundle or options, businesses are getting a great deal at $99 a month for the business class bundle, that the internet is like riding an airplane because you can select “business class,” that Comcast truly understands the business needs of internet, phone, and TV.

5. What kind of lifestyle is presented? Is it glamorized? How?

The lifestyle of an efficient office is presented. It is not glamorized. However, it is made to seem essential.

6. What values are expressed?

The values of speed, convenience, low-rates, and urgency are expressed by Comcast. Also, there is value placed on being over another class of people in “coach” by being in “business class.”

7. What “tools of persuasion” are used?

- Explicit claims: The brochure states outright that the fees are “Just $99/month!” and that the bundle “includes one phone line.”

- Maybe:  The brochure says a customer can “Download speeds up to 6 Mbps” and “Upload speeds up to 1 Mbps,” which means that the customer may or may not access the speed that is stated. In fact, in reading the small print on the back, we learn that “Many factors affect speed. Actual speeds vary and are not guaranteed.”

- Diversion: By telling the reader that there are “4 things” the “competition” doesn’t want us to know, Comcast diverts the attention of the reader away from the reality that in many municipalities and regions Comcast has no competition because they are the sole provider. In other words, Comcast has a monopoly in some parts of the country.

- Card stacking: Also, by saying that the “competition” doesn’t want the reader to know these “4 things” Comcast leads the reader to believe that Comcast is truly on our side. In fact, they are looking out for us by providing us with helpful information on their business class bundle.

- Timing: The Federal Communications Commission is unveiling the Broadband Plan for the U.S. on March 17, 2010. Organizations and individuals all over the country are urging the FCC to adopt Universal Broadband and to protect UBB with strong Network Neutrality regulations. Network Neutrality would mean that companies like Comcast would not be able to create faster speeds for customers that pay more. All people would have equitable access to neutral networks. With this ad, Comcast is implying that there should be differences in access for “business class” when customers all over the country are saying no to differences in access, and in reality, are urging for Network Neutrality.

See "The language of persuasion"

8. What positive messages are presented? What negative messages are presented?

The positive message of market competition is presented. The negative implication of creating faster speeds for “business class” is presented.

9. What groups of people does this message empower? What groups does it disempower? How does this serve the media maker's interests?

The people that are empowered by this brochure are the top executives at Comcast who gain financially from new customers.

The groups that are disempowered by the brochure are people who do not know the steep profit margin of Comcast and other internet companies, people who do not have access to more than one option for an internet service provider, or people who have no access to an internet service provider. Low-income and poor communities and struggling businesses that cannot afford $99 a month are also disempowered by this brochure.

10.  What part of the story is not being told?  How and where could you get more information about the untold stories? 

Additional parts of the story:

Many customers would prefer to have separate companies for internet, phone, and TV—not everyone wants a bundle. However, Comcast often charges more for an individual service (like Internet) than for a bundle (Internet and Cable combined).

Comcast has a 70% profit margin.
http://www.freepress.net/node/74796

Comcast has taken the FCC to court to challenge Network Neutrality.
 http://www.media-alliance.org/article.php?id=1847

For more information on Network Neutrality:

Please note that comments on Network Neutrality were due to the FCC on January 14, 2010. Organizations and individuals all over the country are urging the FCC to support neutral networks.

Low income, rural, Native American, African American and Latino communities call on the Federal Communications Commission to champion an open Internet, Center for Media Justice
http://www.pitchengine.com/low-income-rural-native-american-african-american-and-latino-communities-call-on-the-federal-communications-committee-to-champion-an-open-internet/41523/

Hispanic Groups Plunge into Network Neutrality Debate, Erick Galindo
http://www.hispaniclink.org/Hispanic_Link/English_2.html

Minority Journalists Want Strong Net Neutrality Rules, John Eggerton
http://www.broadcastingcable.com/article/389986-Minority_Journalists_Want_Strong_Net_Neutrality_Rules.php

Net Neutrality at Home is Key to Promoting Democracy Abroad, say White House, State Department, Marvin Ammori
http://www.huffingtonpost.com/marvin-ammori/net-neutrality-at-home-is_b_369587.html

The Internet Must Not Become a Segregated Community, Malkia Cyril
http://www.huffingtonpost.com/malkia-a-cyril/the-internet-must-not-bec_b_375942.html

National Hispanic Media Coalition supports Network Neutrality. Read their comments to the FCC here. http://www.nhmc.org/documents/MediaPolicy/NetNeutralityComment.pdf

The Future of Music Coalition (FMC) launched an online comments tool to assist musicians and independent labels in filing comments with the Federal Communications Commission. Artists and labels such as R.E.M., Kronos Quartet, Erin McKeown, Martín Perna (Antibalas, Ocote Soul Sounds), Franz Nicolay (The Hold Steady), OK Go, Imani Winds, Nacional Records and more have submitted comments in this proceeding. No two comments are alike, and all illustrate the importance of the internet to the lives and careers of contemporary creators.
http://futureofmusic.org/fccopeninternet