Society, Culture, and Politics Analysis Post

The society, culture, and politics chapter initially describes, “early media observers felt that an absolute one-to-one relationship existed between what people read, heard, and saw and what people did with their information. They also believed that the effects were the same for everyone” (Biagi, 274).  Evidence of this was shown in the magic-bullet theory as well as the hypodermic needle theory. As more research was investigated, both theories proved to be false and the idea of media effecting people in different ways began to emerge. Consequently, the next major study of media effects occurred after the controversial War of the Worlds podcast aired. Also, The Lasswell model proposed only 9 years later is a model that is still used to show the communication process today. The chapter then describes how media research was prompted as soon as television became popular in the 1950s. Additionally, it reveals several influential figures involved early on including: David M. Potter who discussed the dangers of advertising, as well as Marshall McLuhan who explained that television was creating a “global village of people who use media to communicate” (Biagi). Today, the book illustrates two forms of media research that are apparent today: Media effects research which analyzes the effect media has on people, as well as media content analysis which examines messages presented by the media.

            There were several possible problems mentioned throughout the chapter, however some ruled out to be inaccurate due to unexplained variables that could have also influenced the situation. Some of the problems mentioned were: the idea that TV violence causes aggression among children (this was later found false because research showed TV violence is only a cause of aggressive behavior, not the only cause for violence among media affected users. In addition to this, Joshua Meyrowitz speculated that “television is blurring social distinctions-between children and adults, and between men and women” (Biagi, 285). Other theories include the conjecture that children who watch a lot of TV are less proficient in their studies, as well as the belief that television has the tendency to create stereotypes. (Sometimes derogatory, especially in the case of women)

            Television is having a huge impact on the industry. For one, it has allotted for a very efficient way to reach a large number of people in a small amount of time. Many candidates use television as well as websites and social-networking sites to reach the public in an attempt to persuade them for a vote in their favor. Additionally, the chapter describes how mainstream media including: newspapers, and television networks are mirroring the interests of the mainstream culture (Biagi, 286). With the large amount of people consistently tuning in or reading the media the amount of jobs has the potential to increase, in order to adapt to an increasing population of people wanting access to news and entertainment. Although, there is evidence that suggests the amount of people still steadily invested in newspapers is decreasing. Thus, this would result in a decrease in the amount of jobs available in this field, as they have substantially less people to cater to.

Super Bug Spotted in Alabama Hospitals

The CBS evening newscast begins by providing headlines for the four main stories of the night. It proceeds to the first story, which describes the current situation in Libya with the rebels and their insufficient arms. After reporting on this, it moves onto describe Syria, as well as the current oil prices and Obama’s response to the issue at hand. Likewise, it describes an update on current circumstances in Japan. Following this story is a report on a new super-bug apparent in Alabama hospitals. The newscast begins with a brief overview of this new strain that appears immune to most antibiotics and has killed nine people (while seriously affecting ten others) in Alabama hospitals. The newscast begins with the usual anchor, however it switches to another anchor who provides audio statistics while spectators view numerous images that aid to the presentation of the argument being presented. For instance, a hospital bed is shown being pushed urgently to help convey the message of the urgency involved in the matter. Eventually, the camera cuts to a man affiliated with one of the hospitals experiencing this super bug, who then provides his perspective on the issue at hand. Footage of IV’s as well as the pharmaceutical company involved is shown because both are known causes for the infection that      “ attacks patients with a compromised immune system.” Two other individual commentators contribute as well by providing expert information on how the strain  mutated, and precautionary actions hospitals are taking to prevent it, as well as other statistics involving the deaths associated with this, and other neighboring bugs that are also affecting hospitals everywhere. Consequently, the newscast displays yet another doctor who provides some insight on the subject and ends the newscast by saying, “this super-bug as well as several others are complexly resistant to every FDA approved antibiotic and there is no treatment for these bacteria.”

            The news program consists primarily of individual commenter’s, primarily doctors who supply the public with the majority of the information on the issue. In addition to the main anchor reporting on the issue, Mark Strasman the supporting anchor provides a lot of the specific statistics involved. While the program fails to mention its source for statistics given by the anchor and co-anchor it does supply the show with several credible doctors who assure viewers that all the information given is reliable and accurate. Additionally, we see all the names of the speakers, as well as their specific occupation, which is provided in the sub-heading below their name. The first doctor spectator’s see is Dr. Francois Blandeau the Medical West Hospital physician. We then see Donald Williamson who is involved in the Alabama Department of Health. After several seconds, Dr. Arjun Spinivasan the CDC healthcare associate from the infection prevention program interjects the news with his perspective which is followed up by the last speaker of the night: Dr. Brad Spellberg the infectious disease specialist from the UCLA Medical Center.

            The newscast was very informative and provided a clear depiction of  the situation, addressing every possible aspect consumers would inquire while watching the show. In addition to this, the story consisted of several reliable sources, which added to the stories credibility, and presented an interesting alternative to usual anchor reliant story. Also, it gave more in-depth and specific answers that were provided by people actually experiencing the issues or experts in their field allowing them to professionally address the issue.

A Celebrity Death

              The newscast opens with some footage of the recent turmoil. Katie Couric’s voice can be heard throughout the opening words as she briefs the audience on Elizabeth Taylor’s death. Following this brief overview, Couric continues to relay other basic information on the four remaining important stories of the day. At the end of this preview, Couric begins elaborating on the Elizabeth Taylor story opening with a metaphorical quote that symbolizes the actresses’ status and the effect her death has had: “If movie stars were American royalty, Elizabeth Taylor was Queen.” The leading news anchor then provides an account on the cause of death, as well as how some fans are reaching out to show their support and remember the charismatic star. Some short clips of Taylors acting throughout the years are shown on the screen while Katie Couric provides a short timeline of Elizabeth Taylor’s acting career, unique achievements that set her apart from other actresses, ailments throughout her life, and love life. Viewers also see an individual commenter who aids Couric in relaying some of the details of the story, which eventually closes with a video clip of Elizabeth Taylor talking, and explaining her behavior (through her addictions, and other damaging factors that occurred in her life).

            The news video primarily fails to mention their sources for the information, however, when showing video clips of Elizabeth’s work it displays a sub-note at the bottom which shows where the clip is from, and when it was aired. The first source mentioned was called “Person to Person” and was aired in 1957. In addition to this, there are several other clips mentioned including one from 1942 called “There’s One Born Every Minute”, as well as “Who’s Afraid of Virginia Woolf” in 1966, and a clip of Taylor on the Tonight Show in 1992. Spectators watching this newscast are shown several clips of Elizabeth talking, as well as a film critic and historian who continuously comments on the situation, along with Couric.

            The story was really informative and interesting. While some news stations may have provided the bare minimum and just explained the basic details of the celebrity’s death, this station chose to elaborate and inform viewers on the actress’ life and accomplishments. Thus, the newscast was very thorough. Despite the rather in-depth information provided on the story, it failed to mention any sources used to research for the newscast making it seem incomplete, and less credible then if they had provided their sources.

Public Relations Analysis Post

             The public relations chapter opens by specifying the three methods used to encourage people to do something including: power, patronage, and persuasion. Despite the fact that all three are mentioned at the start of the chapter, persuasion is emphasized as “the approach of public relations” (Biagi, 234). The book goes on to describe a general history of the origin of PR work. 

           The earliest form of public relations dates back to Augustus Caesar who used this approach to enhance his image through statues he commissioned. The chapter goes on to describe the role journalists played in the progression of public relations as a profession in the twentieth century. While the work continues to mention several people involved in the revolution of public relations, one of the most influential characters described is President Theodore Roosevelt who “demonstrated power for those with causes to promote” through a public sentiment which transformed “public opinion against the abuses of industry” (Biagi, 234).

In addition to some of the substantial figures involved in the initial public relations industry we are informed of the first publicity firm in 1900 called: The Publicity Bureau. This leads into a discussion regarding the best known “early practitioner” of public relations: Ivy Lee who coincidentally held the title of “The father of Public relations” (Biagi, 235) along with Edward Bernays. The chapter continues to elaborate on several other influential characters involved in public relations work, including some of the first women involved in the industry. A positive milestone the reader discovers is that the Public Relations Society of America (PRSA) established its code of ethics in 1954. This demanded a standard that wouldn’t allow for fraudulent and misleading claims that were supposed truths, but fallacies in reality. Early day problems originated with the numerous “phony stories” being produced, however, the PRSA played a big part in helping solve the problem. The book details that agencies have to adjust to cultural differences because of their “growing international market” (Biagi 244).  One can also infer that the job involves high stress situations such as “crisis public relations” which calls for immediate action on the part of the PR company hired. Likewise, the job can remain a huge time commitment and requires ten specific skills that will allow a person to thrive throughout their job. This includes: being able to write well, edit, media relations and placement, special events, public speaking, production tasks, research, programming and counseling, training, and management.

The Internet has played a massive role in public relations because of “it’s ability to deliver information quickly and directly” (Biagi, 238). In addition to this, monitoring the Internet can help PR firms protect their clients from negative publicity. Even with this advantage there are still a large amount of people needed for jobs in the industry. Currently “there are 161,000 people involved in the business, with more then 4,000 firms in the United States that offer PR services” (Biagi, 241).

Comparison Essay of Broadcasting and Cable and Salon.com

The two websites observed were Broadcasting and Cable, and Salon.com. Both websites offer a variety of informative resources to educate consumers on different aspects of multi-media.  Despite their mutual effort to provide a polished and well-informed perspective through media types, they also maintain an individualized approach that sets them apart from each other, as well as other similar websites. For the purpose of this assignment, I will primarily discuss the differences between the two websites, but also include their similarly conducive strategies for imparting factual news.

Broadcasting and Cable’s website appears to be somewhat visually bland. With very little color, or “attention grabbers” on its homepage it can be assumed that the aim is not for a younger demographic. The website offers four forms of mass media genres including: videos, photos, webcasts, and RSS. Additionally, it offers articles and blogs that focus on news and current political affairs. The website shows these resources in tabs at the top of the page in a drop-down format which allows you to click on any of the sub headings, which become visible once you place your curser on the main tab. Despite the large variety of topics offered on the B&C website, the topics are geared to a strictly informative news impact but appear to have less of an entertaining impact. For instance, when reading on the Fox stations new “X-Factor” series the article was relatively dry and stuck to the main necessities, informing the reader of specific facts of the incident. The article failed to include any sensational points or attention grabbing strategies making the article less appealing or eye catching to someone of my age bracket. To get a better idea of the information exhibited on the website, I also examined one of the seven types of the blogs provided, only to be further disappointed by its lack of enthusiasm, and tendency to appeal to a more subdued demographic pool. The majority of the topics discussed didn’t include any controversial topics. Likewise, the political, economic, and current events based material on the website implies that it is “designed for executives, seeking information about improving customer satisfaction and business performance” (B&C).

The Salon.com website; however displays vibrant colors that immediately grab your attention, once you hit the homepage of their site. The videos, and photos that are shown on the home page appeal to a younger demographic of people who identify more when catchy visuals are presented. Tabs are also offered that include topics on news, technology, life, food, movies, TV, and comics. In addition to the wide range of topics discussed, a lot of the topics discussed can even be deemed controversial (evident by an article on gay marriage, as well as other debatable subjects). At first, it appears that the website consists mostly of videos; however, links can be found at the bottom, as well as drop down menu buttons at the top that instantly direct you to articles. A picture or video usually accompanies each article, and helps consumers conceptualize whatever is being talked about. One article under a news heading, provided a video of a speech by Michael Moore, as well as background information above it, and finally, an offering to read the full transcript of the speech online was an additional option. After reading a second article on Mike Tyson, I was impressed by their mention of a public relation’s strategy used to help recover Tyson’s image. This interesting detail seems to go above and beyond the Cable and Broadcasting website’s angle, which sticks to predictable, yet educational details in their articles.  After this review we can also assume that the Salon website is aimed at a younger audience then the C&B website.

The most differentiating factor noticed between the two websites was their appeal to different consumers. As specified above, both websites used color or in Broadcasting and Cables’ websites case, lesser color, as well as specific themed content to appeal to their individual demographic audiences. While both websites are good at giving factual information in the media, Cable and Broadcasting generally stuck to a more predictable data format with raw facts that satisfy the needs of their targeted executives. The exception to this; however, can be seen in the videos section of their website which provides several clips of up-to-date shows which mirrors the format of the Solon’s home page. Likewise, the Salon’s website had more “eye catching” stories and also included information on topics such as food and comics which Cable and Broadcasting did not include. In spite of this, both websites covered their topics with attention to accuracy, providing thorough information and examples of every media type available. Finally, both websites had a drop-down menu option, which conveys an efficient and clean format for their websites.

Demographic Profiles of B&C and Salon.com

Demographic profile of Broadcasting and Cable

·      Genre: News, videos, photos, webcasts, blogs, and RSS (really simple syndication- a way to publish information online in a simple way)

·      Publisher: NewBay Media

·      Audience publication frequency: Homepage is changed daily

·      Web site: Broadcasting and Cable (B&C)

·      Advertising: Corporate sponsors such as AT&T that support programs with ethical consciousness

·      Location: LLC. 810 Seventh Avenue, 27th Floor, New York

·      Part of  NewBay media market. Headquartered in New York City, NewBay LLC is a privately held portfolio company owned by The Wicks Group. Additional NewBay offices are located in San Francisco, Los Angeles, Washington DC, London, and Milan.

·      Cost: One year subscription plan for $199; six month subscription plan for $109; and three month subscription plan for $59. They don’t specify prices for an individual copy

·      Membership to all access package (which includes online access, digital version of magazine, unlimited access to the B&C archives, exclusive multi-media content, as well as discounts to B&C conferences) is free to paid print subscribers

·      Demographic: 18-49 socially conscious educated readers

·      Breaking news updated every fifteen minutes

Demographics of Salon.com

·      Genre: Investigative stories, breaking news, provocative personal essays and highly respected criticism along with popular staff-written blogs about politics, technology and culture

·      Includes full coverage on news and entertainment, as well as it offers two online communities: Table Talk and The Well

·      Publisher: Salon Media Group, Inc.

·      Audience publication frequency: Changes daily

·      Web site: Salon.com

·      Advertising: The Economist magazine, cross-section of sponsors and major companies like Automotive leaders, financial heavy weights, IBM, fidelity brokerage

·      Cost: $45 premium membership; they have a store that offers products such as books to purchase

·      Location: headquartered in San Francisco, with offices in New York City and Washington D.C.

·      Demographic: 5.8 million monthly unique visitors, 76% of viewers are college educated, 52% male; 48% female; generally applies to 36 year olds (97% viewers are over the age of 21)

·      Salon brings in $6.4 million monthly

Blog #6

        The breaking news of ATF letting guns walk is reported on in this newscast. John Dodson a federal agent describes his shocking testimony working on border patrol. The leading news anchor of the night asks him several questions that give viewers a distinct image on the corrupt border patrol assembly. The story then switches to Sharyl Attikisson the on-site reporter in Washington DC who provides more general information on the present events. As she elaborates on the details, surveillance is shown of boxes being carried that contain AK47s. An anonymous agent explains what is occurring in the video. After giving a brief commentary on the visual images portrayed on the screen, we are shown a document that explains several statistics including: the fact that there were nine hundred and fifty-eight people killed in March alone, in Mexico.  The document goes on to talk about ATF who is failing to monitor the guns entering Mexico, and is thus contributing to the “thousands of weapons hitting the streets” and increase in crime rate. The anchor continues to describe more crucial information, and wraps up the video with more questions for John Dodson, as well as the senator: Grassley.

          The video doesn’t include many sources, since the majority of the information is released by the anchor: Sharyl Attikisson, and the federal agent: John Dodson. A few individual commenter’s contribute to the newscast in a minor sense including: The anonymous agent who comments on the video shown, as well as Senator Grassley a representative of Iowa.  The video failed to mention where most of the information given came from, however, a lot can be accredited to the personal experience of Dodson. Additionally, all of the people who speak throughout the story have their name displayed on the screen with a sub-heading briefly explaining their role and credibility.

            The story was interesting, and thorough. The interview really contributed to the story, enhancing its credibility by giving a personal testimony of the events. A story is more believable if you have an eyewitness, versus if you are just researching and gathering facts. The background information the anchor provided was also beneficial and was just the right amount of information, when accompanied by the video surveillance. Therefore, the story was well balanced and intriguing. The only complaint I have is the lack of sources, as it causes viewers to become skeptical when a source is not provided (even for background information provided by an anchor as visuals are shown).