Since, we’re going to be discussing net neturality in further depth, I thought I’d bring up a baffling anti-net neutrality advertisement released in2006. Check it out here: (http://www.youtube.com/watch?v=oPIYxtjLFeI).
It was released by the National Cable & Telecommunications Association, and it still remains on their company website today. The narrator on this 30-second television ad boldly states that net neutrality is “clever mumbo jumbo” and “nothing more than a scheme by the multi-billionaire Silicon Valley tech companies to get you, the consumer, to pay more for their services.”
The ad is accompanied by an eerie Twilight Zone-esque soundtrack, and the words “Net neutrality means YOU pay” written in big intimidating bold letters are plastered across the screen. This video is so exaggerated, presumptuous, and reminiscent of a horror film that it at first seems like a joke.
It is so strange to me that this ad refers to net neutrality as a “nothing more than a scheme.” To my knowledge, net neutrality is simply a standard that broadband networks have adhered to. Essentially, it keeps the Internet “free.” It is virtually impossible that Silicon Valley technology companies concocted net neutrality in some type of monetary manipulative plan as the NCTA ad suggests. Although Silicon Valley technology companies might support net neutrality for their own economic interests, they certainly cannot be held responsible for creating net neutrality.
It may seem strange that such a large, distinguished company like the NCTA would make such a far-fetched claim in a nationally televised advertisement. The NCTA surely took credit for the video, as it is followed by a “paid for by the National Cable & Telecommunications Association” message. Ironically, this may have been the ultimate purpose of the ad. Because such a well-known company released the ad, people may not have questioned its outlandish style and accepted the alarming statements it made as facts. This ad may have purposely exaggerated net neutrality in order to frighten the average person who is uneducated about this issue, but trusts the reliance of the NCTA name. I can’t think of any other reason why they would release this ad. Are there any other interpretations?
You’ve made some interesting conclusions, but I feel like this ad has an even simpler reading. This simple reading rests on the fact that “mumbo jumbo” is exactly what net neutrality is to most people. The NCTA is using classic scare tactics to put these scary ideas into people’s heads before a larger dialogue on net neutrailty is anything more than mumbo jumbo; first impressions are strong ones.
The NCTA has a huge vested interest in capping bandwidth and charging for the heavy users. First, it’s a way to make more money on the same service that they’re providing now, and it’s a way to reduce the costs of expanding and updating the cable systems they run. At this point, why try to make a reasoned bid at convincing people it’s best for them; the ISP’s know it’s not best for consumers, but the consumers don’t know any better, so why not churn out a national ad to scare people?