Effect of Globalization on Media Essay Example for Free

Effect of Globalization on Media Essay The globalization since it took over the whole world in its vintage has given new dimensions and shape to varying aspects of Media in its whole vicissitude. As transnational in character, media has crossed all the cultural and political boundaries to reach the world audience with depth in dimensions in the shape, style and pattern of various programs. These intercontinental and transnational media outlets have posed challenges to the boundaries, questioned the territorial integrity and given shape to the media spaces. When many of the media markets all over the world got saturated, the media companies began to look at the global market place to earn revenues for their own firms and industries and global audiences are kept in mind while generating media content. As the accounting and regulatory structures differ in different countries and there is no reliable global financial data, it presented challenge before the media economic researchers. The companies are competing in the global as well as in the domestic market to gain a maximum share of audience and advertisers revenue. The whole gamut of programs seems to be seen as the representation of commercial interests of the bureaucratic elite and rich at the expense of public opinion and democracy. Views and opinions of the people to create their influence on the masses diminish when large media players do not hold themselves accountable to the state regulations. In other words, globalization has become an issue of privatization. Big market players are using the media to gain their commercial endeavors in the form of advertisements. In his Preface to â€Å"The Codes of Advertising† Sut Jhally said, â€Å"The symbolic dimensions of needing and culture and the economic dynamic of capital accumulation are symbiotically intertwined in the new communication age of advanced capitalism. † (1990) Here the advertisements act as the modern mediators between the end consumers and big conglomerates. Shoemaker and Mayfield (1987), for instance, underlined the view that â€Å"Sources of finance like advertisers are generally strongly influential on all aspects of News production and that a funder’s ideology is likely to have an ultimate effect on editorial’s decisions relevant to this ideology. †(McQual 1992: 113) Most of the media content also depends on the advertisers will, their commercial propositions and their market position. The advertisers offer the contents, which are friendly to the audiences and cater to their taste and liking. For e. g. Television soap operas function as advertisements aiming at attracting audiences to stay in tune. The scriptwriters in soaps use the strategies in their writing to keep the viewers on hold. An advertising industry has come under heavy criticism among groups such as Adbursters who accused industry of becoming a powered engine of most complex economic production system. Suggestions are being forwarded by many public interest groups to tax advertisers for their continuous intrusion in the mental space of audiences. The advertisers too are indirectly dependent on the changes in the demographical set up and society in its various shape and magnitude creating tremendous impact on the way media industries capture the moods of the their audiences. â€Å"They have an insatiable appetite for media related content and services and as people live longer and obtain more discretionary income, spending on media will likely rise. These shifts in audience composition and makeup will present new pressures on media firms to develop content that will appeal to these unique and differing audiences. † (Downing, McQuail, Wartella Schlesinger 2004: 299) Graham Murdock treats advertising more as a cultural and social phenomenon rather than economical. (Jhally, 1990: 3). But the social influence is only a smaller stroke in a big game of Media players. For the New York Times and other companies associated with Media, as said by Naom Chowsky, the products are audiences, and customers as corporate advertisers. The product of New York Times is the paper itself audiences buy and it becomes an information for advertisers and therefore for them, the audiences that buy the products themselves become products for advertisers and it is the advertisers that bring in revenue for the companies. (Shah 2008: online). It would be most appropriate to mention that advertising is a â€Å"Superstructural facade† (Jenks 2004: 299) as they just not only are the expressions of capitalism but also produces and reproduces it. Advertising has reduced the concept of public opinion to cherish the desire of acquiring capital rather than fulfillment of personal desire. In the words of Marx, â€Å"In bourgeois society the commodity-form of the product of labor or the value-form of the commodity is the economic cell-form. † (Jenks 2004: 299) Audiences too reciprocate the same way. A certain kind of close relationship is developed between audiences and advertisers. Advertisers have created an image a global way making social relation, as a form of commodity yet creating an incredible influence on the ideological perception of individualism and consumerism. And in this atmosphere, political economy too is opening only a new door on the old platform- a typical characteristic of capitalistic society, whereas the content of media is being modified to keep to the capitalist standard. There is a whole new concept of audience ratings, used by the media companies to make the plans of their programs schedule and for studying the success rate of programs and media products. Government agencies, Government authorities and public service media organizations act as basis for making adequate economic decisions, endorsing regulations, and controlling the mass communications. Audience ratings are merged with research and also used by advertisers as tools to identify their target audience and prepare media plan accordingly. But these rating systems are being criticized on the ground as said by Liina Puustinen in her working paper on â€Å"The Age of Consumer audience† that â€Å"they do not give an adequate image of the consumers and audiences, and they objectify people into numbers and faceless masses†. (Puustinen 2006: Online edition). Number of theories, like audience receptive theories have been propounded to reflect the attitude and perceiving nature of mass audiences, which are contradictory to the rating systems. The rating system only give information of how many people have watched any particular program or advertisement but not how they perceived the program and what value they give to it, therefore the theories rightly said that the rating systems do not accurately represent audience satisfaction. Hypodermic Needle Model states that the media players make the contents of any program, idea or information enter into the consciousness of the people. In other words, audiences are manipulated to the ideologies and thinking of the creator of media product. Hans Robert Jauss and Wolfgang Iser developed the Reception theory by studying the people’s attitude and their receptive tendencies toward programs. The theory delves on the way people adapt to various programs and play their role in actual analyzing of the text. Another theory Culmination theory too deepens down the audience approach on the sensitivity of the programs. If they watch too much of the violence, they would in the years to come make you less sensitive towards violence in the same way if violence towards women are watched on year to year basis then it would make you ultimately less insensitive towards the issue. The audience receptive theory deepens down to the study of the psychological patterns of the audiences and how they reciprocate and adopt the programs and how the media players mould the sensitivity of the audiences to receive what they show. Some critics state that these theories are only based on their preconceived notions and assumptions. For example in 1930’s one of the advertising executive said about radio audiences: â€Å"The typical listening audience for a radio program is a tired, bored, middle-aged man and woman whose lives are empty and who have exhausted their sources of outside amusement when they have taken a quick look at an evening paper. Radio provides a vast source of delight and entertainment for the barren lives of the millions. † (Media studies: Online) It is not just about radio audiences, but we can hear about it for several soap operas or quiz shows. Every human being has his tastes, liking and his own way of perceiving the things. Some may be critical and some may be appreciative. In this scenario, it is the way media players reach their target audience becomes the whole crux of their strategies and plans of their programs. To hit the right audience at the right time, right moment and right situation is the motive of media players around which the whole of media content depends. And it is the only way advertisers are attracted to use the media content for their valuable business propositions for these right audiences. Number of programs like â€Å"Pop Idol† created by impressionist music maestro Simon Fuller became the most popular format for the first show on the European TV and also reached the other continents as well. The craze of the Pop idol carried Americans, Canadians and Australians as American Idol, Canadian Idol and Australian Idol followed by Spanish bonanza â€Å"Operacion Triunfo†, making the Latin and South Americans also to come under their sway. Ipod, a melodious device of new generation and a complete new innovation being carried by the young and old alike in Shanghai as well as Innsbruck rapidly transferred to the new generations across the borders. It is quite true that if digital home cinema has gained so popularity in Japan then why it shouldn’t reach the other continents? Well, it has reached the homes of other continents. (Reding 2005: Online Edition) More than the spread of news, the world of music has imbibed in itself international facets in its thematic expression and lyrical notes. Music has reached new dimensions in the technological advancement. According to Steiner, â€Å"The totally new fact is that today any music can be heard at any time and as domestic background music. †(Nesbitt 2006: 103). The other programs are now more of sensational, individualist and reductionist in nature as these programs touches the heart of audiences. Paul Lazarsfeld, Bernard Berelson, and Hazel Gaudet studied how the voters made the decision during 1940 presidential election campaign and got their results published in paper The People’s Choice. They found out that information did not directly reach the consciousness of the audiences rather modified and passed down by the opinion leaders, which was again passed over to lesser active associates. In 2002, Anthony Giddens, a sociologist in the radio national broadcast made the people feel the essence of Globalization. He said, â€Å"Globalization is like a code-word standing for the reconstruction of our social institutions, going all the way through from the family, gender, sexuality (because after all the changing position of women is surely a global phenomenon as much as any other one) through the economy, the restructuring of business organizations, a restructuring of the nation and government, through the restructuring of international organizations†. (O’Regan 2002: Online edition) The politics since last 2300 years have been influencing the communication processes in the state. But since last few centuries, the relationship between politics and media is being seen in much controversial light than it was seen in the past and it is due to the political influence and control over the content of media and thereby their indirectly control over the public opinion. The political control over media reciprocates the views of Marx who said that media is a product of ruling elite wherein there is no scope of any alternative ideas. In Marx’s own words, â€Å"The class, which has the means of material production at its disposal, has control at the same time over the means of mental production, so that thereby, generally speaking, the ideas of those who lack the means of mental production are subject to it†. (Chandler 2000: Online) Marx further stated that mass media brings to the people’s consciousness false notions and ideas making media as a product of expressions of the ruling class. Graham Murdock too emphasized that economic factors play a determining role in the domination of ruling elite over media messages. The political economists look at ideological messages as superior to the economic criteria. (Chandler 2000: Online). In the 1966 article, Stein Rokkan brought into focus the two ways of decision making in the media circle: corporate system and numerical. In 1996, the whole of media was under the control of one or the other political party. But in the last two to three decades, we have seen number of changes in the way politics is being related to Media. Globalization has touched every sphere of human commodity from increasing a sense of risk to creating uncertainty. Interconnectedness in the global sphere increased the value of the humanity as a whole and an awareness of deep understanding and tensions between Global Diaspora, national and local perception of shared identities. (Gillespie, 1995: 3). It is no doubt a global village and we are all now a part of this global village where not only individual’s perception is taken into account but the perceptions of the whole in all its shades and dimensions is considered as the most virtuous and commercial proposition. REFERENCES LIST Chandler, D. 2000.Media as means of production in Marxist Media Theory. [Online] Available: http://www. aber. ac. uk/media/Documents/marxism/marxism03. html [13 May 2008] Chandler, D. 2000. Media as amplifiers in Marxist Media Theory. [Online] Available: http://www. aber. ac. uk/media/Documents/marxism/marxism05. html [13 May 2008] Downing, J. , McQuail, D. , Wartella, E. Schlesinger P. 2004. The SAGE Handbook of Media Studies. California, London New Delhi: SAGE Gillespie, Marie. 1995. Television, Ethnicity and Cultural Change. Routledge. Hjarvard, S. 2003. News Media and the Globalization of the Public Sphere. [Online] Available: http://www. kommunikationsforum. dk/default. asp? articleid=10761 [13 May 2008] Jhally Sut, P. 1990. The Codes of Advertising. Routledge. Jenks Chris, P. 2004. Urban Culture. Routledge. Johnson, P. 2004. Are the media playing politics? USATODAY. com. [Online] Available: http://www. usatoday. com/life/columnist/mediamix/2004-10-10-media-mix_x. htm Media Studies. Audience (Adapted from Steve Bakers Media Studies website) [Online] Available: http://www. northallertoncoll. org. uk/media/audience. htm McQuail, D. 1992. Media Performance: Mass Communication and the Public Interest. California, London New Delhi: SAGE Nesbitt, T. 2006. Global Media and cultural change. China Media Research, Chang, et, al, Intercultural Symposium on Cultural Globalization, 2(3): 103. O’ Regan, Mick. 2002. Media and globalisation. The Media Report. [Online] Available: http://www. abc. net. au/rn/talks/8. 30/mediarpt/stories/s678261. htm [13 May 2008] Puustinen L. 2006. The Age of Consumer-Audience. [Online] Available: http://209. 85. 175. 104/search? q=cache:FsxLpxbPeeQJ:www. valt. helsinki. fi/comm/fi/english/WP5. pdf+The+audience+reception+theories+on+ratings+systemhl=enct=clnkcd=5gl=inie=UTF-8 [16 May 2008] Rantanen T. 2005. The Media and Globalization. 1st Edition. California, London New Delhi: SAGE Reding, V. 2005. The Media and Globalisation. European Forum Alpbach [Online] Available: http://europa. eu/rapid/pressReleasesAction. do? reference=SPEECH/05/469format=HTMLaged=0language=ENguiLanguage=en

The Objectivity of History :: Expository Essays Research Papers

The Objectivity of History The issues that are raised in this source by Marc Trachtenberg are is whether or not objectivity is still a relevant idea, and if it is not then is history in fact dying. Keith Jenkins' "What is History?," Carl Becker's "What are Historical Facts?" and Richard Evans' "In Defence of History" will be used to discuss and examine these issues. Marc Trachtenberg is questioning if objectivity is possible and desirable in today's society, and this is a question that many historians have pondered. Keith Jenkins and Richard Evans are the two historians that will be used in relation to this debate. Trachtenberg believes that history should be ultimately obtainable however, he is worried that the way in which society is heading that it will soon become an obsolete ideology. His believes that history's ultimate goal is to discover the truth. Trachtenberg believes that you should "put your political beliefs aside and frame questions in such a way that the answers turned on what the evidence showed." He realizes that this may be a slightly naà ¯ve idea however he still stands by this belief even when others such as Keith Jenkins have totally given up on objectivity. Keith Jenkins in his article "What is history" sets outs his opinion on why objectivity is in fact impossible to achieve in the study of history. His perception is that that "actual past has gone" and in its place we have created history in the present and that the "content is as much invented as found." His theory is that a historian cannot escape his or her own preconceived ideas and personal motives to the extent that history could be written in an objective way. He goes as far to set out the steps and within the reasons why historians write the way they do. He says that through the selection of evidence the historian's prejudices are at work, disregarding pieces that do not fit in with their own ideologies. Jenkins was a post modernist historian and his context is important in why he thought they way he did. The post modernist movement was one that believed that historical objectivity was an oxymoron and that history was more of an entertainment than an arm of academic study. The post modernism movement was established after the confusion of the World Wars. This explains why their notions on history because scientific history had been the prevailing idea in history until this occurred.

How does Coleridge tell the story in part 3 of Rime of the Ancient Mariner Essay

The opening line of part 3 in the first stanza, ‘THERE passed a weary time’, indicates to the reader that the Mariner is still in a state of suffering, continued from part 2. The capitalisation of the word, ‘there’, suggests that nature’s torture is only being directed at those on the ship. Coleridge furthers the idea of nature’s torture in this stanza through his use of death imagery, ‘each throat was parched and glazed each eye. ’ The word, ‘glazed’ implies a sort of mental vacancy or vegetation, whilst ‘parched’ denotes that they are completely dried out, not only are they dehydrated but they are dried out in the sense that the Mariner has now completely lost any remnant of hope and faith in nature. The enjambment in the line is used to highlight and emphasise the extent of the dehydration among the ship’s crew. However, by the 5th line, the tone of the stanza has become less sullen, shown through Coleridge’s deviation from the ballad form. The two extra lines mark the sense of hope newly acquired by the ship after they see a ‘something in the sky. ’ Both the second and third stanzas return to the traditional ballad form to show the ficklness of the Mariner’s hope. In stanza 2, Coleridge uses nebulous language, ‘shape’ and ‘seemed’, in this stanza in order to maintain the suspense caused by both the reader and the Mariner’s uncertainty about this ‘speck. ’ It’s also used to reflect the desperation of the Mariner, as his tone has become more positive despite the potentially dangerous object. The Mariner’s self-assured tone continues in the third stanza, shown through the structural device of punctuation, ‘A speck, a mist, a shape, I wist! ’ The exclamation is used in order to show the hopefullness of the Mariner, the internal rhyme used by Coleridge also creates an upbeat tone, as it speeds up the pace of the poem. Coleridge creates a contrast with the quote, ‘[the object] plunged and tacked and veered’, as the Mariner’s own ship is completely still, the contrast implies to the reader that, perhaps, this ‘sprite’ may be of the supernatural realm, as there is no breeze after all. In stanza 7, Coleridge deviates from the traditional ballad form, this time to make the reader aware of the threat that the shape imposes on the Mariner. Within the sestet, Coleridge uses a number of literary devices in order to communicate the danger the Mariner’s ship is now facing. We see the poet use elemental imagery with the quote, ‘the western wave was all-aflame. ’ The pairing of two conflicting elements, water and fire, almost seems unnatural, and is an example of the poem’s supernatural theme. Indeed, the imagery is used to indicate to the reader that the Mariner is now dealing with something supernatural. Coleridge also uses symbolism through the quote, ‘that strange shape drove suddenly betwist us and the Sun. ’ At this point, the Mariner is blocked from any source of light, and arguably, as God created light, this means he is completely cut off from God, and as a result any kind of assistance from God is being obstructed. Essentially, the mariner is unable to be protected or defended against any kind of harmful or supernatural being by this point. Similar symbolism is used in stanza 8, as ‘the Sun was flecked with bars’, suggesting that the sun has now been imprisioned by this object. The quote together with the simile, ‘through a dungeon-grate he peered’ implies that whatever has imprisioned the sun is perfectly capable of encaging the Mariner’s ship, increasing the fear felt by the Mariner at this moment in his story. In stanzas 10 and 11, the reader learns that ‘Death’ and ‘Life-in-Death’ are in charge of the mysterious ship. The personification and capitalisation of these two figures communicate to the reader the extent of their power. Coleridge triggers shock in the reader by abandoning the expected rhyme scheme, having an abccb rather than the routine and typically ballad-like abcb scheme, Coleridge’s manipulation of structure through capricious punctuation also adds to the shock; ‘is that Death? ’ A total of five questions are asked in stanza 10, creating a sense of both danger and uncertainty. In stanza 11, Coleridge is able to evoke shock from the reader once again when depicting ‘Life-in-Death. ’ The reader is first told that ‘her locks were yellow as gold,’ as the simile is fairly conventional, containing the typical romantic and regal imagery, Coleridge is able to fool us until he reveals that ‘her skin was white as leprosy. ’ The juxtaposition between ‘gold’ and ‘leprosy’ presents her as this liminal figure, whilst she has certain characteristics of a conventional seductress type; she is still ghost-like, even demonic. In stanzas 15, 16 and 17, Coleridge implies to the reader that Life-in-Death and Death’s trivialised game of death has led to the mariners’ deaths’ with the exemption of the Ancient Mariner. Already, on the first line of the 15th stanza, the ‘star-dogged Moon’ suggests that change is near. The Mariner communicates his constant guilt to the reader by prolonging the first line, ‘one after one’, the caesura, used to emphasise the slowing down of pace, also helps to reflect his remorse about the other mariners, who he feels responsible for. However, by the 16th stanza he speaks in a somewhat detached way as speaks with mathematical language, rather than emotionally engaged language, ‘four times fifty living men,’ despite his guilt. Alternatively, the Mariner may have become desensitised after, apparently, centuries of telling this story. Coleridge uses onomatopeoia in order to create a more vivid perception in the reader’s mind, ‘heavy thump, a lifeless lump. ’ The internal rhyme is used to heighten our auditory and visual senses even more, as it echoes the sound created by ‘thump’. The onomatopeic language is also used to echo the fact that the Mariner is now completely isolated. In the final stanza, we see another example of the Mariner’s feelings of guilt when he references his own shooting of the Albatross, ‘every soul†¦passed me by like the whizz of my cross-bow. ’ The Mariner’s routine remark about the Albatross at the end of each part suggest that his guilt is long lasting, as it has remained with him ever since. Essentially, the quote implies that his shooting of the albatross has resulted in the 200 deaths of his fellow mariners; part 3 leave us with the sense that the Mariner is now isolated, as well as wrapped up in guilt.

Hiv / Aids The Rapid Spread Of Infectious Disease Essay

An epidemic can be defined as â€Å"The rapid spread of infectious disease to a large number of people in a given population within a short period of time†. When the culmination of an epidemic spreads across countries (then being identified as a pandemic) the affliction of the disease affects people of all varieties, being excluded from no cultural or social background. From The Black Death of 1347 to the Spanish Flu during World War I, pandemics have deeply affected populations throughout the world, sparking extreme social, economic, and medical advancements that have helped to shape communities of all diversities. One particularly influential pandemic that spread through Californian communities was the HIV/AIDS outbreak, an extremely erratic and largely unknown disease even of it’s modern time. The large scale spread of HIV/AIDS in California beginning roughly between late 1970’s/early 1980’s caused panic among medical professionals and affected communit ies throughout the entire state as well as The United States as a whole, ultimately becoming recognized as one of the largest modern pandemics worldwide. HIV is an incurable disease that affects the immune system by attacking T cells (help to fight infections) which unlike normal cells throughout the body cannot be rejuvenated. HIV is contracted through exposure to blood or bodily fluids containing the virus, weakening the immune system to levels in which the body becomes prone to infection and illness. Due to lack ofShow MoreRelatedThe Epidemic Of Infectious Diseases Essay1549 Words   |  7 PagesFor thousands of years, infectious diseases have had a strong influence over human populations by challenging the immune system to continuously adapt to new virulent strains. 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