BLOG # 4- Now You See Me
      Last night I had the strangest dream. It was strange because it had the sense of being real or having happened. I was scared, nervous and extremely self-conscious; I think I was perhaps seven. I was small, my surroundings indistinct but colourful and bright; and I was using all the willpower a seven year old could gather up, to not look at the crowd of people in front of me. A voice echoed from behind me, my dream state making it sound as if it was coming through a tunnel, âAnd now for my next trickâŚâ. In that moment, I had started to wake up and remembered the magic show I had taken part of all those years ago ; a memory so long  forgotten I had believed it to be a dream.Â
      I had first heard of the coming magic show from a friend at school. She had told me that her mother had read it in the newspaper and that you didnât need to buy tickets. Already knowing that my mother would enjoy the idea of a free show, I was quick to tell her once I got home. Surprisingly, even my mother had known, and she had shown me where the ad was placed in the paper. This makes me reflect on Tim Wuâs concept of âAttention Merchantsâ and the business model. Access to the minds of our parents, neighbors, and friends was the product being resold to advertisers through the loss of giving something away for free (The newspaper), and gaining an audience.Â
      That evening my mom had lined up my older brother, and younger sister on either side of me, helping us into our snow pants and jackets, our scarves securely around our necks and covering our mouths. I constantly looked up at my brother, both of our eyes gleaming with anticipation at the magic that awaited us once we got to our local mall. We were grinning behind the layer of wool that kept our noseâs warm, and random bursts of laughter would escape us as we let our mom get us ready. My baby sister had no real idea of what was going on, but would laugh when we laughed and was content with the excitement that filled the air.Â
      The mall was fairly close to our home, a 5 minute walk away at most. Light snow fell and dotted the light pink sky, as the cold wind brought tears to our eyes. I didnât bother paying attention to where I was going, trusting the power of my motherâs warm hand around mine to guide me. My brother jumped around, in and out of the snow banks as we made our way to the brightly lit building that shone like a beacon among all the houses. Many families were leaving their cars to the same entrance we were heading to, we could spot classmates and neighbors as we all went through the same sliding doors; a blast of heat embracing us.  The sheer number of people there that night, makes me realize again what a smart move it was for our mall to host a magic show for free. The business model described a âlossâ as something you give away for free, now that could be newspapers; but in this case I would also include not charging an entry fee to the magic show as a loss. The mall would have to pay the magician out of their own pockets but in return of that they gained our attention and access to us. Once inside the mall, there were parents buying snacks, glancing around at the sales and stalls, and purchasing souvenirs for their kids. Despite Facebook not being around back then, parents and children had managed to share the information about the magic show with everyone. Through this the mall would make the money back from the massive audience and the purchases they make before, after and during the magic show, if not from the magic show itself. This ties into Tim Wuâs statement âYour attention has become the biggest commodityâ.
      Once inside it was impossible for us to keep still, practically bouncing on our toes we made our way to the makeshift stage near the middle of the mall. There were stalls all around for face painting, or balloon animals, all of them resembling little kiosk stands. There were incoherent sounds and voices coming from every direction, music undistinguishable among all the noise, and yet one voice was crystal clear as it passed our ears, âGo against what your senses tell you, witness something unbelievable and be a part of something great. Ladies and Gentlemen wonât you join me in some magic?â  The lights near the stage dimmed.
      Resembling sheep herded by a shepherd, everyone rushed to find a seat, many children content with sitting cross-legged on the floor near the front, allowing more seats for the many parents who had accompanied their kids. I sat down with some difficulty, the puff from my snow pants making it impossible for me to cross my legs. Both my brother and I opted to leave our legs spread-eagled in front of us, our rosy cheeks paining from how hard we were smiling.
      From what I can remember of the show, I was completely entranced. Not just by the acts of magic alone, but the whole performance. The host was hilarious, dynamically switching between humour for adults and children, making me laugh even when I had no idea of what the joke was about. The lights faded between a deep purple and a light blue, occasionally shining a bright yellow when there was something to focus on; but otherwise creating a mysterious and mystical atmosphere. Drum rolls would interlude the suspense filled music that floated and hung around us, building our anticipation and waking the butterflies in our stomachs; nervous for the safety of this stranger performing these magical feats. Â
      Often I would find myself perplexed by how he performed a trick, and would tell myself I must have blinked or looked away. Now though I have a better understanding of optical illusions and how they are carried out, and that the only way they work is by taking advantage of our senses and our âlizard brainsâ.  The ââlizard brainâ is a catch âall term for the areas of our brain that developed between 500 million and 150 million years ago and are primarily responsible for instinct, emotion and recording memories, as well as visceral feelings that influence or even  direct our decisions.â (Psychology of Screens, 2016). By using lights and props to distort and create images that are deceptive and misleading to our brains, we are tricked into believing that whatâs presented in front of us is the truth. According to the concept of a lizard brain we are not capable of processing everything in our environment with conscious awareness so we focus on only a small portion, this process is what magicians take control of in order to perform their tricks and illusions; by grabbing our attention elsewhere while they do the real trick over there.
      The show continued smoothly and I enjoyed it thoroughly until the moment a trick required the assistance of a volunteer. This was when my brother and friend thought it a good idea to point towards me. I had the worst stage fright imaginable and could not believe that my brother would pull such a cruel prank. But if there was one thing that bothered me more than being in front of a crowd it was being called a chicken. So at that point when I was called onto the stage, my little legs carried me onto the stage, not daring to look back at everyone. I said my name into the mic, knowing even at that age that no one would remember it and waited to be given my instructions. âAnd now for my next trick..I will make this young lady disappearâ , I stood patiently behind the curtain he raised , having received my instructions and ready to do my part. Â
      My part in the magic show was probably the most eye-opening , memorable, and terrifying experience. I realized that if I messed up then so would the trick, and that my role was important. I was clued in on how the rick was performed so that I became a apart of the show- no longer just a audience member. Although unlike the way the audience today responded to digitization and became active âprosumersâ and âprodusersâ, through comments, creating content, and sharing of digital media; It was similar in the way that I was not merely a consumer of the content, but through my interaction and volunteering was actively producing content. This shows that even before the era of Youtube and Facebook there was,  âNo longer a clear distinctions between production and reception, between mass and interpersonal communication.â(J. Good, 2016) , and that I had transcended the â traditional media/producer-audience/consumer dynamic to place the audience in the role of cocreator.â (J. Sullivan p.224, 2013).










