Digital Ethnography

Evolution of KFC

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This video is my contribution to our digital ethnography group’s viral video contest. It’s an attempt to convey an evolution that has occurred in the relationships between advertisers, corporations, and consumers in recent history. Each constantly influences the other, exchanging ideas, values, and even cultural concepts. What results – which I hope to convey – is a relationship between consumers and marketed production that has become a feedback loop, each shaping, influencing, and pre/determining the modes of expression and experience of the other. In this sense, corporations almost seem to transcend culture, capable of existing in multiple cultural frameworks simultaneously through their appreciation of cultural relativism. It has also been my intention to make even more visible some of the realities that allow for widespread phenomena such as KFC’s branding and product presence around the world are. The thoughts and words of Naomi Klein, images and film of from the several photographers and artists cited in the piece’s credits, and music from both Volsor and Magnetic have been indispensable in this effort to convey all of the above. Let me know your thoughts on what I’ve done, and hopefully you’ll enjoy watching this as much I’ve enjoyed making it.


  1. Julianna

    February 23, 2008

    Nice dialogue/media combonation. The sound quality made her words difficult to understand.

  2. Cheryl

    March 29, 2008

    The whole video flowed very nicely. Good work!

    I do agree with Julianna, the music overshadowed the voice at times.

  3. Jeff Swain

    April 30, 2008

    Hi Andrew. I notice the video is missing up top. Any place I can see it?


  4. Ed G

    May 12, 2008

    I’m in the video production biz. Chicago.

    Nice job on cutting. Narrative unclear.

    Music too Hot.

    Result? I’m not sure
    what you were trying to convey. Except
    that KFC is enjoyed worldwide.
    Good sound enhances visuals and
    clarifies the message.

    You’re on the right track.

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About Digital Ethnography

Our work explores how humans use media, how media uses us, and how we can use new media to reveal our insights in new ways.

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