Mass Communication History Essay

Mass communication is the study of how we get information to the greatest number of people as quickly and effectively as possible. This broad-based area of study has evolved from print and broadcast journalism to today’s Internet-connected social media community. As opportunities to communicate to larger audiences grew, universities started offering programs to help students learn how to best communicate with the masses. Basic to the study of mass communications is examining the important and memorable events that emerged along the way Communication to an Immediate Audience People and societies have been communicating with each other since the time of cave drawings and drums. Ancient cultures, such as the Chinese and Romans, communicated through plays and art works. The beginnings of print media were seen in China where movable clay type was invented in 1041. Monks and holy men copied the Bible by hand, but mass media really took off around 1439 whenJohannes Gutenberg‘s invention of movable type allowed the mass production and distribution of books. Although newspapers began in the early 1600s, many American colonists still relied on the town crier as their sole source of information. Communication Spreads to the Masses Digital History focuses on the period from 1880 -1920 as leading the rise of mass communication, with the introduction of the mass market newspapers featuring comic strips, fashion pages, sports news, and women’s pages. National mass circulation magazines, such as Ladies’ Home Journal, also began to appear at that time. Frank Doubleday started organizing book tours to make and promote bestsellers. Thomas Edison introduced us to the wonders of music with his phonograph. Advertising became popular in the late 1800s when the National Biscuit Company, which later became Nabisco, spent the unheard-of sum of one million dollars on a national advertising campaign. Others (like Campbell Soups, Heinz, and Quaker Oats) quickly followed suit in communicating their products’ benefits to the buying public. At the same time, schools of higher learning were beginning to realize that they needed to instruct students on these communication techniques. Although known more for its business degrees, The Wharton School of the University of Pennsylvania offered the first communications courses in 1893. The University opened an official school of communications 60 years later. However, Otterbein College in Westerville, Ohio is distinctly known for having the first communications program. Their program, which was founded in 1906, began awarding degrees in 1909. A Rapid Rise Communication programs at schools first focused on writing, publishing, and newspaper journalism. As photography, radio, and movies became part of the mainstream media, universities had to work hard to bring their programs up to date. In 1903, the movie The Great Train Robbery began to show the ability of the motion picture to tell a story. Marconi introduced wireless communications in 1895, which lead to commercial radio broadcasting in 1920 and television broadcasts in 1939. By 1922, movies had become so popular that they sold up to 40 million tickets a week. Walt Disney himself said, â€Å"Of all of our inventions for mass communication, pictures still speak the most universally understood language.† The first doctoral degree in mass communication was conveyed by the University of Iowa’s School of Journalism and Mass Communication in 1948. After World War II, class offerings in mass communication started growing dramatically as students looked for information on comm unicating through media such as magazines, radio, and television. A Bold New World of Mass Communication In the digital age, the possibilities for mass communication are growing even larger. Since the first commercial communication satellite was launched in 1960, communication possibilities have expanded to include Internet, social media, blogs, RSS feeds, podcasts, online video, and mobile media. In the 1990s, schools started offering courses in online communications. In 2007, Syracuse University’s S.I. Newhouse School of Public Communication introduced a digital newsroom to train the news reporters of the future. A degree in mass communication can take you in many directions—business, advertising, acting, journalism, public relations, government, and international relations—and into the future. But you have to take the first step and start by getting solid fundamentals offered in advanced degree programs. Examples of Major Corporations Deploying Mass Media Strategies Mass Media Strategies Make a Marketing Difference The study of mass communication can lead you in many exciting career  directions—politics, corporate marketing, charitable work, and more. Many organizations effectively utilize mass media strategies to get their message out to their target audiences. Savvy politicians are using social mass media strategies to reach today’s highly-connected generation of voters. Some mass media strategists are now using their knowledge and abilities to fight for change and equality in the world. The following examples highlight where a degree in mass communication could take you. Ford Fuses Mass Media Strategies to Sell the Fusion When Ford Motor Company introduced its new Ford Fusion in 2005, the manufacturer wanted to move from its traditional Taurus-driving family appeal to attracting younger, hipper drivers. The â€Å"Life in Drive† mass media strategy fused traditional television advertising with an online â€Å"Photo Fusion† interactive component to build awareness. The campaign helped Ford sell more than 23,000 Fusions in just three months and motivated the company to increase production quantities to meet demand. Olympus Uses Mass Media Strategies to Climb to the Top Olympus Imaging used an innovative â€Å"augmented reality† campaign to motivate prospective customers to try out a simulated version of their new portable digital camera. They relied on a mass media strategy to drive consumers to a website for an interactive tutorial and simulated product â€Å"test drive.† Olympus quickly managed to get a version of their product into the hands of over 50,000 potential buyers without ever asking them to walk into a store. In addition, a contest which motivated enthusiastic visitors to share their experience through social networks spread the news even further. Green Mass Media Strategies Help Book Authors See Green Results Similar to the results that can be seen in product marketing, a mass media strategy can also be effective in book marketing. When Shel Horowitz, a green marketing consultant, and his co-author, Jay Conrad, wanted to promote their book, Guerrilla Marketing Goes Green, they combined traditional media, social marketing , and green guerilla marketing elements to achieve success. The book was published in January 2010; three months later it was number one on Amazon’s environmental list. Using Social Mass Media Strategies to Become President Perhaps the best example of using today’s social mass media outlets to raise money, generate awareness, and build momentum is the Barack Obama Campaign for president in 2008. Through his campaign’s unprecedented use of social mass media, over 30 million dollars was raised by thousands of individuals and groups that were motivated to work on his behalf. Voters can count on seeing more of this effective use of mass media strategies in the 2012 presidential election campaign as traditional media costs soar and it becomes more difficult than ever before to reach a targeted voting audience. Using Mass Media Strategies to Effect Positive Change in the World Mass media strategies can also play a part in developing global strategic communications. The United Nations Entity for Gender Equality and the Empowerment of Women has effectively used a combination of community mobilization, outreach, and mass media to provide education, reduce violence, and develop initiatives to promote gender equality in developing countries around the world. In the United States, the Family Violence Prevention Fund used a mass media public service announcements strategy to promote the availability of a â€Å"Coaching Boys into Men† program that provided sports coaches with a â€Å"playbook† on how to talk to their teams about domestic violence. As more mass media opportunities are becoming available to promote products, services, and ideas, more mass media marketers will be needed to help develop and direct these campaigns. You can start building your knowledge and insight into the world of mass media with an online degree in mass communication. This program can give you an understanding of the various mass media strategies that are av ailable today and provide you with knowledge to help you make informed decisions in a world where mass integrated communication can make a massive difference.

Marijuana should not be legalized Essay Example | Topics and Well Written Essays - 1750 words

Marijuana should not be legalized - Essay Example It has been reported that the increasing number of children are experimenting with the recreational drugs such as Marijuana. Further, studies on the arrested criminal serving their sentences in different jails suggested that they were involved in using drugs like Marijuana at least once in a week before they were arrested. (DuPont, 2010). These statistics suggest that the society as a whole can actually bear a lot of cost for the unrestricted and unrestrained used of drugs like Marijuana and therefore should not be legalized. This argumentative essay will present a case for not legalizing the Marijuana and will present different reasons along with practical examples as to how the legalization of Marijuana can actually be detrimental to the society and the individuals. Marijuana should not be legalized Probably one of the biggest arguments against the legalization of the marijuana is based upon the principles of morality. The use of the drugs in general is considered as immoral in any given society due to the overall impact of the same on the society. ... Religion therefore in this sense suggests that the use of drugs generally should not be allowed because it will diminish the humanistic characteristics of the individuals. Historically the use of drugs such as Marijuana remained banned due to the adverse social impacts of their use on the individuals. Since the use of the Marijuana often result into the intoxication therefore can seriously cause the personal injury. It is also important to note that the marijuana is considered as the stepping stone drug which can lead to the use of other drugs such as cocaine and other more severe drugs. This is because of the fact that the Marijuana is often considered as easy to obtain and use and the relative effects of the drug can often lead to the so called experimentation with other hard and soft drugs. Such tendencies therefore can further led to the excessive use of other drugs and therefore the overall cost of rehabilitation of all those engaged into the use of harder drugs can be high. (Me sserli, 2010) It is also important that the Marijuana is considered as a socially addictive drug therefore and has really capability to induce abuse. Such capacity of the drug therefore can further led to the domestic as well as the social disturbance giving the fact that the drug is of addictive nature. This is also because of the fact that due to overall nature of Marijuana people who actually use this drug become what is called potheads and Marijuana start to dominate most parts of their lives. Such domination therefore creates further social alienation as well as the marginalization of the drug addicts. The use of Marijuana is therefore not only

Human Growth and development Essay Example | Topics and Well Written Essays - 250 words

Human Growth and development - Essay Example Opponents of this approach argue that the behavioral patterns have nothing to do with genes because a human being can be modified into whatever kind of a person the nurturer wants him to grow into. Researchers and scientists have yet not settled down the argument over which part of the debate to support even after 200 year study on this subject. Several researches have been conducted in the past that prove that human genetics go hand in hand with human environment. This debate has never been settled because the truth is that both nature and nurture interrelate with each other and work parallel to each other in defining an individual’s behavior. It is incorrect to hold any one of the two responsible for how human beings grow and behave. Genes hold very much importance in the personality development of an individual but one cannot discard the importance of nurture. Works Cited Shaffer, David R. â€Å"Nature versus Nurture.† Social and Personality Development. USA: Cengage Learning, 2009.

Crash and the philosophical theories Essay Example | Topics and Well Written Essays - 750 words

Crash and the philosophical theories - Essay Example Kant also makes several arguments about lying, whether it is morally acceptable to lie. He argues that lying at all times and in all possible circumstances is always morally wrong. He says that all human beings have what is referred to as an intrinsic worth called human dignity. Human beings are rational being who are capable of making their own decisions and guarding their own conduct by the use of reason. They have a rational power that enables them to be ethical in their deeds and actions. They are therefore set to make the right choice in every circumstance that presents itself before them that is in need of a decision or a choice. The fact that they are moral beings gives them the aspect of morality enabling them to make the right choice. It is for this reason that Kant argues that lying is morally wrong because it introduces corruption into the most important quality of a human being; that is the ability to make a free will. When one tells a lie, the lie contradicts the part of this person that gives him moral worth. This is what it does to the person lying. To the people who are being lied to, the lie robs them of the freedom to make a rational choice. It is for this reason that Kant argues that lying is morally wrong because it introduces corruption into the most important quality of a human being; that is the ability to make a free will. When one tells a lie, the lie contradicts the part of this person that gives him moral worth. This is what it does to the person lying. To the people who are being lied to, the lie robs them of the freedom to make a rational choice. When people make a decision because of a lie, a decision they would not have taken if they were told the truth, then the lie interferes with their human dignity and autonomy. Kant in his belief that in our endeavor to value other rational being as ends and not merely as means to an end, we are obliged in all circumstances never to damage, interfere with or to misuse in any way the ability o f a human being to make a free will decision. John Stuart Mill, a philosopher, makes several arguments concerning utilitarianism, he corrects the misconceptions that have been said concerning this subject. One of the arguments that mill disagrees with states that life has no higher end than pleasure. He says that this is a doctrine worth of only the swine. He argues that action must not be evaluated by how much pleasure we derived from it to know how much happiness can be derived from it. His argument is that a higher pleasure must be taken to be in kind, that is what brings much happiness and not how much pleasure that can be derived from it. This is to say that an action might derive much pleasure but it is not in kind and therefore it must not be used as a measure of happiness. The only action that should bring happiness is that which is done in kind and not that which brings much pleasure. Raping someone might bring much pleasure but in the measure of things that bring happiness , not raping someone might bring much happiness with less pleasure, which is a kind action. The other objection by Mill concerning the principle of utility is that it is not easy for people always to act from the inducement to promote the interests of the public. According to Mill, our actions should not always be motivated by a sense of duty but we must be motivated by ethics. Almost all our actions are always done from other motives and are always considered right if they conform to the rule of duty. Mill says that when we want to do the right thing we should never be motivated by the concern of happiness. Many of the actions we do intend the good of ourselves and not the good of the world. Yet the good that is

Direct and e-Marketing Essay Example | Topics and Well Written Essays - 1000 words

Direct and e-Marketing - Essay Example One of the basic principles of the Direct Marketing is usage of a database for storing personal customer data and their purchase history. Roll notes that fundamental benefit to the business is that you are able to treat your existing customers in a different way to new prospects and thus create loyalty and maximize profitability. (Roll 2003) So the main purpose of the Direct and e-Marketing for Les Cadeaux Gourmets is to carry out an active strategy and to get more sales from the returned customers. Customer lifetime value (also variously referred to as lifetime customer value or just lifetime value, and abbreviated CLV, LCV, or LTV) is a marketing metric that projects the value of a customer over the entire history of that customer's relationship with a company. Use of customer lifetime value as a marketing metric tends to place greater emphasis on customer service and long-term customer satisfaction, rather than on maximizing short-term sales. (Wikipedia). As Les Cadeaux Gourmets spend some money for advertisement to attract a number of customers, it would be unreasoned to loose them. Calculating customer lifetime value will help company to know exactly how much each customer is worth in dollar terms and therefore exactly how much a marketing department should be willing to spend to acquire each customer. Thus it would be possible to range customers from the most profitable to the least ones and to concentrate the company's efforts on the most profitable customers. Use of customer lifetime value can also help to predict what customers will buy over years. For example, if Mary Smith buys a toy for a 4-year baby in 2005, she will probably order a toy for a 5-year baby in 2006. If Mr. Jones buys bath & body care pieces in March three years in a row, it's possible to make a conclusion that he makes presents for the birthday of his wife and send offering with new products to him in the next March. So Les Cadeaux Gourmets should truck its customers' purchases and use them for planning its advertising campaign. Also the company should monitor customers' responses over time for as long as the relationship with them lasts. Geodemographic profiling uses detailed information based on postcode to match differing lifestyle profiles to the customer database. Postcodes do not resolve down to individual addresses but provide pretty good targeting. Les Cadeaux Gourmets can use geodemographic division of customers into some categories and then offer its goods to each specific category. For example, customers ranking by nationality allows taking into consideration national traditions. Les Cadeaux Gourmets can congratulate customers from Israel with Hanukah, customers from the Middle East with Ramadan and wish other customers Merry Christmas. As a result of this national-specific proposals could be sent to each category. Use of external database with information about postcodes and countries also allows choosing seasonal proposals: in winter there is cold in the US and hot in Australia. Les Cadeaux Gourmets can use this information for advertising of clothes and other season-specific goods. Special databases cover such categories as consumer expenditure, crime statistics, business and employment, and many others. One of the more powerful special databases is called a segmentation system. A segmentation system is useful because it allows users to add another dimension by displaying lifestyle clusters

Personal ethics action plan Assignment Example | Topics and Well Written Essays - 2000 words

Personal ethics action plan - Assignment Example Professionally, I am a committed Operations Manager. I believe in team work and enjoy multi-tasking. I participate actively in group discussions. I possess leadership skills and do my best to motivate my team to achieve organizational goals. I am a keen negotiator and make every effort to maintain a high standard of quality and timeliness in my work. I believe in taking responsibility for the work I take up and give my very best to the work on hand. I would like to develop a strong work – life balance, in order to stably manage my personal and professional aspirations. I believe I would need to develop my observational and problem – solving skills in order to become a more complete professional. I would like to see myself in a decision – making role in a few years from now. My aim is to be the Director of a Multi-national company. I hope to be a well – balanced individual, with a successful personal and professional life! 2. Definitions: Ethics are a set o f values and principles that help one distinguish right from wrong. Ethics are the rules of one’s personal behavior that are often based upon laws, organizational policies, social norms, family, religion, and/or personal needs, and may be subject to differing interpretations. There is an old saying: â€Å"What is popular is not always right; what is right is not always popular.† Ethics govern the way people behave and influence their decisions on the 'right thing' to do. Our personal values contribute to the strength of our ethics. I believe that personal ethics influence our general ‘code of conduct’ in society and follow a process of continuous development. Leadership is a virtue that determines one’s ability to organize, guide and socially influence a group of people, in the accomplishment of a common  goal. Innate leadership qualities often emerge at a time of necessity, but these skills are not possessed in equal measures by all. Leadership i s influenced by one’s traits, intelligence, behavior, charisma, sense of authority, power and general temperament. Within an institution, each leader adopts a unique approach and style of leadership, for example: Transformational leadership or Situational leadership and gathers followers gradually. An effective leader plays the role of a mentor who encourages his team to think independently and guides the team towards achieving the outlined objectives. ‘Service’ may be defined as one’s personal willingness and voluntary contribution to any activity that does not have any direct financial or material compensation. One who is engaged in ‘service’ possesses a giving attitude, is dependable and is readily available to perform the task. In service, one must have the ability to work well ‘with others’, ‘for others’ and sometimes, ‘on behalf of others’. ‘Service’ to any organization requires active participation and a willingness to take on difficult responsibilities. Above all, the individual must represent his institution and perform committee work without a complaint, in the best interest of the organization and community. ‘Character’ refers to the innate traits, qualities and tendencies of an individual to think and act in different situations (known or unknown) with honesty, integrity, authenticity and responsibility. The pillars of character include trustworthiness, respect, responsibility, fairness, caring attitude and a sense of citizenship. Character is developed

Compare and contrast two business case studies Essay

Compare and contrast two business case studies - Essay Example Tesco’s great number of manpower and its powerful marketing strategy are the underlying strengths that make it dominant in its specified area of business. (ivythesis.typepad.com, 2011) Eden project aim is to promote the understanding and responsible management of vital relationship between plants and resources. The site covers 50 hectares and could hold 35 football pitches. The biomes are not covered y glass but in EFTE, a transparent high tech foil, contain more than 100000 plants from 5000 species. ? 86 million has been spent to autumn 2002. Staff almost doubled by 2002 to 650. The site has attracted over two million visitors in less than two years a benefit of ? billion to the Cornish economy is predicted for the period 2001-2011.The project was a brain child of a former record producer Tim Smith who started to formulate the idea when driving around the abandoned china clay pit just outside St Austell has become home to the largest conservatories (‘Biomes ‘Peter Long, 2004 p 824). The iconic build began in Cornwall in 1998 and was officially opened in March 2001; they had planned for 750000 visitors in the first 12 months instead 1.9 Million people made their way to former china clay Pit in England most Westerly County. Eden Project has given a huge boost to Cornwall’s economy creating more than 400 Jobs. ... One out of every three pounds spent in a supermarket goes to Tesco. It is the Britain’s biggest private employer with a workforce of 260,000 employees. (Poulter S 2005) In order to achieve steering- wheel -targets, Tesco’s HR strategy revolves around work simplification, performance management, challenging unwritten rules and rolling out core skills to all head office employees. This clearly highlights how business measures at Tesco are closely linked to performance management. Although the frontline employees are considered to be Tesco’s reflection to its customers, all employees have vital roles to play in achieving the organizations goals. This is done through an innovative induction programme that caters for styles of learning, different cultures and varying work commitments which ensures that every employee clearly understands his or her individual role in contributing to Tesco’s core values and purposes. Tesco ensures that employees understand how th eir actions affects the big ‘picture’ of the overall business by providing continuous training that creates a graphical journey through Tesco’s history, its values, core purpose, business goals, financial aims, commitment to customers and the marketing strategy. In order to keep lead over its rivals in the fiercely-competitive UK supermarket sector, Tesco has adopted a human-resource-led business strategy. The strategic policy started in the company’s supermarkets with an aim of improving customers’ service by freeing up stores employees. Tesco concentrates on clear definition of employees’ roles, activities and responsibilities to ensure that employees are accountable, responsible, consulted and informed. 13 key management techniques are