Lets Talk White Gold!

My assignment for my mass media and society class this week is to examine the effectiveness of a branded media community. The community which I have chosen to examine for this assignment is a website titled whitegoldiswhitegold.com. This is an interesting site that has a message centered around milk and the positive effects that it can on people’s bodies. The theme of this site is based around the idea of a rock star and hi band and throughout the site you can play games and participate in interactive activities. At the end of each of these activities and games the user receives a message on their screen that tells you one of the many positive effects that milk can have on people.

I felt that this website was totally ineffective because, to me, it makes a joke of drinking milk which seems to be the complete opposite of the intention of the site. The site is trying to encourage people to live a healthier life style and to start by drinking more milk. By making a joke of it, it could be in fact, deterring people from drinking milk. I spent approximately one hour on the website, and while some of the games and activities were entertaining, the last thing on my mind was whether or not I was going to drink more milk.

This site may have just failed to convince me to drink more milk, but it could work on a younger demographic. The interactive part of this site might interest children and if children get interested in this site it could convince them to drink milk starting at a younger age, thus leading to a healthier life style. If this site can indeed have a positive effect on some people than it is working. Even if only one person gets something positive out of this site, and others like it, then I guess that they are serving their purpose. However, this site failed to convince me of anything, in fact I can’t understand how this site could have an effect on anybody. Maybe its just me!