The popular use of new screen media has changed the role of the professional opening a direct line of contact for politicians, activists, celebrities and even companies like movie studios to convey their message be it, promotion, protest or art.
For the 2016 American presidential election social media was a valuable asset utilised by all presidential candidates during the race. President Donald Trump is infamous for his twitter activity posting at least one tweet a day. He now holds two twitter accounts after he created a new profile in January when he took office as president. From viewing both of his profiles it is evident he is well versed in the language of new popular screen media categorising his posts with hashtags and hyperlinks. Many of his most recent posts are centred around the dismantlement of Obama’s health care system in favour of a new system.
It’s not just professional individuals using social media to engage the public with popular media/culture to promote themselves, multinational corporations are using the same screen culture to promote their content/products an example of this is universal pictures Ireland who use their Facebook page which has under 200,000 likes. Universal use their Irish page to share trending topics often heavily linked to one of their properties which are relevant to Irish people so as to attract consumers. Universal shares trailers of its upcoming movies coming to Irish cinemas on its Facebook page changing the way in which we consume movie trailers as just over ten years ago the only place to see trailers was either on home video or in theatres.
Activist groups often use references to popular culture as a means to spread their message. Peta (People for the Ethical treatment of Animals) for instance linked a video of the liberation of a lab monkey to the 2017 film Okja a story of a little girl who ventures to save her friend the giant pig Okja from slaughter which was critically acclaimed and seen worldwide by millions. This was a very efficient technique of propagating their animal rights agenda to the public.