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Still, many on the web scoffed – of 10 pictures, four in fact were taken on an iPhone, suggesting DeGeneres' phone of choice remains an Apple device. And what shameless product placement too, screamed sites such as Slate, apparently unaware of the commercial realities of the Oscars.
It would be easy to criticise Samsung for buying its place in Twitter history, but Twitter is, after all an advertising platform. And the Oscars is simply an advert for the multi-billion dollar Hollywood film business.
This isn't, therefore, really a story about technology at all: celebrities own phones, and sometimes they are paid to use other phones. The pictures they take with them go viral. But there's a wider point that is about technology: DeGeneres later claimed that she "crashed Twitter" after the micro-blogging site went down just as the picture went viral. Social networking sites with a few cool pictures and a list of winners is all we need to know about the Oscars, and they are now infinitely more accessible than they ever were in the past. The pretence that ceremonies lasting hours should take up vast swathes of television is clearly no longer true, and technology allows users to seek out only the bits they find interesting. Some fans will devour every morsel; most won't.
But whatever they want to do they must use devices. A phone or tablet is all we need to find and view what we want to know, and Samsung was the device in the right place at the right time. The subconscious, additional message is that Samsung users have rich, famous, beautiful friends, that they're as cool as Ellen DeGeneres herself. That won't have done them any harm either. Samsung's product placement was shrewder than it at first appears because the web has changed what we need.
via Technology - Google News http://ift.tt/NMP1Ia
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