...the aforementioned CCCS Journal. I knew immediately that I would enjoy reading this analysis of what I remember to be an incredibly strange media event and public relations explosion, a strange movement in which I did unfortunately partake. Jayson Harsin, the author of this article, carries with him years of experience from multiple universities, with a PhD in Communication from Northwestern University being his most recent degree. He currently sits as vice chair for the division on Philosophy, Theory, and Critique of the International Communication...
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...most of all, anger. I immediately became aware of the forced sense of solidarity that I am assigned, the voice that always whispers to me when one of “us” appears intelligent: “Yes, these authors made us look like we had some sense! Look how analytical they sounded!” But why on earth do I have to feel like that in this marvelous, post racial society? After reading, I noticed that despite the year tacked on to the assigned readings, the content barely changed. From Dubois (1903) to Wingfield and Feagin (2012), we are still acknowledging the same woes that a society assigns particular groups of people. We are still attempting to come up with dire solutions in hopes that everyone will begin to “get along” with one another. But most of all, because of this…People of color are still waiting to exhale. In this essay, there will be two parts: Firstly, a general analysis of the assigned literature for this week. In this compartment of my paper, I will analyze extracted points from the readings thematically as it directly relates to certain points in the “Critical Race: An Introduction” excerpt. Here, I will also be giving a respectful critique of Dubois’ postulations in the “Souls of Black Folk.” Secondly I will critique Allport’s (1954) contact hypothesis that was discussed in Hewstone and Swart (2011). Introduction of Critical Race Theory (CRT) Before I analyze the literature, I think it would be wise to give a brief definition and explanation of Critical Race Theory in general...
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...Crisis Communication Must Adapt to Prevent from Fanning the Flames (Under the direction of Dr. Lois Boynton) When a nine-month correspondence seeking reparations for musical instruments damaged by United Airlines employees stalemated, Canadian musician Dave Carroll took action online. Utilizing the video-sharing Web site YouTube, Carroll narrated his ordeal went viral generating a torrent of negative YouTube comments about United, commentary from the mainstream media, and more than 3 million views the first week of its launch. United Breaks Guitars embodies the new phenomenon of a social media wildfire in which the rapid proliferation of information through social media causes severe reputational damage to organizations whose crisis communication plans are ill equipped to handle online dilemmas. CO iii PY Using symbolic interactionist theory, this case analysis explores the phenomenon in detail and provides suggestions for how organizations must re-evaluate existing crisis communication plans to respond effectively to an online audience in the billions. RI G H through the lyrics of a music video entitled United Breaks Guitars. Within hours, the video TE D TABLE OF CONTENTS CHAPTER I: INTRODUCTION AND PROBLEM...
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...Abstract Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But as more branding activity moves to the Web, marketers are confronted with the stark realization that social media was made for people, not for brands. In this article, we explore the emergent cultural landscape of open source branding, and identify marketing strategies directed at the hunt for consumer engagement on the People’s Web. These strategies present a paradox, for to gain coveted resonance, the brand must relinquish control. We discuss how Webbased power struggles between marketers and consumer brand authors challenge accepted branding truths and paradigms: where short-term brands can trump longterm icons; where marketing looks more like public relations; where brand building gives way to brand protection; and brand value is driven by risk, not returns. # 2011 Kelley School of Business, Indiana University. All rights reserved. 1. The party crashers: Marketers and the Social Web Brands today claim hundreds of thousands of Facebook friends, Twitter followers, online community members, and YouTube fans; yet, it is a lonely, scary time to be a brand manager. Despite marketers’ desires to leverage Web 2.0 technologies to their advantage, a stark truth presents itself: the Web was created not to sell branded products, but to link people together in collective conversational...
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...Business Horizons (2011) 54, 193—207 www.elsevier.com/locate/bushor The uninvited brand Susan Fournier a,*, Jill Avery b a b Boston University School of Management, 595 Commonwealth Avenue, Boston, MA 02215, U.S.A. Simmons School of Management, 300 The Fenway, M-336, Boston, MA 02115, U.S.A. KEYWORDS Branding; Brand management; Social media; Web 2.0; Co-creation Abstract Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But as more branding activity moves to the Web, marketers are confronted with the stark realization that social media was made for people, not for brands. In this article, we explore the emergent cultural landscape of open source branding, and identify marketing strategies directed at the hunt for consumer engagement on the People’s Web. These strategies present a paradox, for to gain coveted resonance, the brand must relinquish control. We discuss how Webbased power struggles between marketers and consumer brand authors challenge accepted branding truths and paradigms: where short-term brands can trump longterm icons; where marketing looks more like public relations; where brand building gives way to brand protection; and brand value is driven by risk, not returns. # 2011 Kelley School of Business, Indiana University. All rights reserved. 1. The party crashers: Marketers and the Social Web Brands...
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...shooters – relative to the victim. But the fact is that other forces might have conspired in the murder. (Poison may have been used; bullets may have been fired only as an afterthought; perhaps they were fired by the victim himself, before he died . . .) Yarn can tell us the story only in certain circumstances. As a researcher and a writer, Matthew Gribble analyzes his crime scene with diligence and care. The crisis: The shortage of nurses in America. The question: How and why did this shortage become a persistent problem? Matthew affixes strings of yarn to a number of gunshots: the increasing average age of the workforce, long hours, work that is often menial or clerical, and finally, relatively low salaries. But these strands lead to new questions, wider causes which have nothing to do with social yarn. These new questions have to do with rhetoric and the enduring association of nursing with “women’s work” and “femininity.” Matthew has the audacity to ask how the rhetoric of femininity actually functions. How and why are we compelled to accept images and tropes as ‘normal’ or ‘natural’ when they are anything but normal and natural? Is it possible that the rhetoric of nursing is responsible for the shortage? Or perhaps it is the rhetoric of femininity and masculinity as such? But how did such a crime take place, right under our noses, when so many of us never noticed that an injustice ever took place? This essay is brilliant and provocative because it will not stop until the crime...
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...Malcolm Gladwell ©2000 by Do You Zoom, Inc. You have permission to post this, email this, print this and pass it along for free to anyone you like, as long as you make no changes or edits to its contents or digital format. In fact, I’d love it if you’d make lots and lots of copies. The right to bind this and sell it as a book, however, is strictly reserved. While we’re at it, I’d like to keep the movie rights too. Unless you can get Paul Newman to play me. Ideavirus™ is a trademark of Do You Zoom, Inc. So is ideavirus.com™. Designed by Red Maxwell You can find this entire manifesto, along with slides and notes and other good stuff, at www.ideavirus.com. This version of the manifesto is current until August 17, 2000. After that date, please go to www.ideavirus.com and get an updated version. You can buy this in book form on September 1, 2000. This book is dedicated to Alan Webber and Jerry Colonna. Of course. Unleashing the Ideavirus 2 www.ideavirus.com STEAL THIS IDEA! Here’s what you can do to spread the word about Unleashing the Ideavirus: 1. Send this file to a friend (it’s sort of big, so ask first). 2. Send them a link to www.ideavirus.com so they can download it themselves. 3. Visit www.fastcompany.com/ideavirus to read the Fast Company article. 4. Buy a copy of the hardcover book at www.amazon.com/exec/obidos/ASIN/0970309902/permissionmarket. 5. Print out as many copies as you like. Unleashing the Ideavirus 3 www.ideavirus.com Look for the acknowledgments...
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...Ad Critique The Niche: Find Your Own 11/23/2011 LibraTech I. Introduction Imagine being able to tap into a preexisting market consisting of over 100 million qualified buyer. As you begin to initiate your plan it will start off slowly, but as you continue doing the same routine it will keep growing, even without added labor. By integrating all of your channels together you can have a seamless hub of knowledge that people can learn from, inform others about, and of course buy your product. Most importantly this entire plan can be started for under $100, and will be minimal after that. LibraTech’s new eReader can compete with the best on the market. You know it, I know it, and all that is left is to get the consumer to know it. But how? The online marketplace is where you need to be with this type of technology. Everyone has a website that highlights their strengths and buries their weaknesses. The question is what are you going to do to get people to go to your website? Magazine ads are great because you are capturing someone who already reads, and with your full color integration and flip page technology, it would be a perfect premise to get someone to upgrade. The only problem is that other eReaders are already doing this. Television ads are the same way. You can spend thousands of dollars to air your ads, but what separates you from the others? It is extremely difficult to beat an existing entity using the channels that they are already established...
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...Academic Essay Fitness in today’s culture is affected in many different ways, one of the main in which it is influenced is through the form of media. The term fitness holds two meanings: first is the condition of the physicality of being fit and healthy and the other, the ability of being physically suited to fulfill given tasks or roles(Google Dictionary. 2013). For example fitness to a marathon runner would be determined on their stamina and the duration it takes to run a certain number of miles, whereas a body builder’s level of fitness would determine on their level of muscular strength and power. Once the term fitness has been defined, then the impact which media has on fitness must be analyzed. With an ever growing culture of viral connection dieting, where we can share our efforts with our friends and the public using the internet and other applications, as a society and culture the way in which we visualize fitness and health is changing and developing. With the constant pound of cookery shows, and health entertainment shows such as, ‘Secret Eaters, Channel 4’ media is becoming a constant aspect of our everyday eating habits and fitness lifestyles. During this investigation the main topics to review will be the effects media has had on...
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...Dove Campaign for Real Beauty Case Study By: Melinda Brodbeck and Erin Evans Presented March 5, 2007 SITUATION: The Dove Campaign for Real Beauty (CFRB) began in England in 2004 when Dove’s sales declined as a result of being lost in a crowded market. Unilever, Dove’s parent company, went to Edelman, its PR agency, for a solution. Together, they conceived a campaign that focused not on the product, but on a way to make women feel beautiful regardless of their age and size. The following summer, CFRB was brought to the United States and Canada. CRFB aimed not only to increase sales of Dove beauty products, but also targeted women of all ages and shapes. According to the CFRB website, “The Dove Campaign for Real Beauty is a global effort that is intended to serve as a starting point for societal change and act as a catalyst for widening the definition and discussion of beauty. The campaign supports the Dove mission: to make women feel more beautiful every day by challenging today’s stereotypical view of beauty and inspiring women to take great care of themselves.” In addition to changing women’s view of their bodies, Dove also aimed to change the beauty market. In an industry where the standard of beauty is often a size two blonde supermodel, Dove distinguished itself by using models that ranged from size six to fourteen. CRFB abandoned the conventional cynical method of portraying “perfect” women as beauty role models. RESEARCH: Dove commissioned The Real Truth...
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...‘ THE BUSINESS OF MASS MEDIA Advertising and Commercial Culture 345 Early Developments in American Advertising 351 The Shape of U.S. Advertising Today 359 Persuasive Techniques in Contemporary Advertising 366 Commercial Speech and Regulating Advertising 374 Advertising, Politics, and Democracy Back in 1993, the trade magazine Adweek wrote about “The Ultimate Network”— something called the Internet: “Advertisers and agencies take note: It has the potential to become the next great mass/personal medium.”1 The prediction was correct, if not understated. The Internet has become a huge medium for advertisers, targeting audiences more precisely than any medium before it. Yet, none of the venerable ad agencies at that time could have guessed that an Internet start-up—Google— would become bigger than the leading multinational advertising holding companies like Omnicom, WPP, Interpublic, and Publicis. Nearly 99 percent of Google’s $16.6 billion revenue in 2007 came from advertising. THE BUSINESS OF MASS MEDIA B 343 ‘ ADVERTISING However, Google is different from the Madison Avenue agencies. It doesn’t design witty, slick ad campaigns. Instead, it facilitates the dull but effective text-based sponsored links that appear in Google searches or on affiliated sites. “We are in the really boring part of the business…the boring big business,” Google’s CEO Eric Schmidt says.2 What Google’s ads lack in creativity, they make up in precision. Google’s AdWords advertising...
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...Note from the Authors: “Creative Entrepreneurship” was born out of the desire, want and curiosity of kbs+’s staff to understand the crazy world of entrepreneurship. “Creative Entrepreneurship” curates the perspectives of leading entrepreneurs and venture capitalists as a guide for people interested in learning more. Each writer graciously contributed their work to create a curated resource for creative entrepreneurs. This book is the teaching and inspirational aid for our kbs+ Ventures Fellows – a highly select group of kbs+ staffers from all levels and areas of the agency – who go through a six-month educational program to immerse themselves in the startup and venture capital world. Share this entrepreneurial inspiration with friends using @kbspvc or #kbspvcbook. If you would like to share any inspiration, thoughts or feedback, please contact us at @kbspvc anytime – we look forward to hearing from you. Thank you for downloading our book! Darren Herman Taylor Davidson Creative Entrepreneurship Darren Herman Taylor Davidson a kbs+ partner We have received explicit permission from all authors of the works found in this book. Unless otherwise stated, we do not claim to have written or own any of this work. We are purely aggregating it into a simple book format for the education of anyone who picks up this book. The price of this book is free; if anyone tries to sell this book to you, please report them to us. Hopefully this book inspires you as much as it does...
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...2011 LGBT Community Survey U.S. Overview Report v2 8.25.2011 5th Annual Edition En3re contents © Community Marke3ng, Inc. CMI’s 5th Annual LGBT Community Survey Thanks to our 2011 Sponsors CMI’s 5th Annual LGBT Community Survey U.S. Overview Report 5th Annual Edition Gay men and lesbians own more homes and cars, travel more, spend more on electronics, and have the largest amount of disposable income per capita of any “niche” market. And it’s a sizeable segment: LGBT consumers make up 5% to 10% of the U.S. consumer market. U3lizing quan3ta3ve and qualita3ve market research methodologies, Community Marke3ng helps companies beQer understand and more effec3vely reach the LGBT community. Our consumer panel provides insights through online surveys, focus groups, intercepts and more. Thomas Roth, President Community Marke3ng, Inc. www.CommunityMarke3ngInc.com 2011 LGBT Community Survey US Overview Report ...
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...‘GUNDA’ AND ‘LOHA’ A STUDY OF CULT FILM CULTURES KSHITIJ PIPALESHWAR A dissertation submitted in partial fulfilment of the requirements for the Degree of Master of Arts in Media and Cultural Studies School of Media and Cultural Studies Tata Institute of Social Sciences Mumbai 2013 i DECLARATION I, Kshitij Pipaleshwar, hereby declare that this dissertation entitled ‘ ‘Gunda’ and ‘Loha’ : A Study of Cult Film Cultures’ is the outcome of my own study undertaken under the guidance of Assistant Professor K.V.Nagesh Babu, Centre for Critical Media Praxis, School of Media and Cultural Studies, Tata Institute of Social Sciences, Mumbai. It has not previously formed the basis for the award of any degree, diploma, or certificate of this Institute or of any other institute or university. I have duly acknowledged all the sources used by me in the preparation of this dissertation. 3rd March 2013 Kshitij Pipaleshwar ii CERTIFICATE This is to certify that the dissertation entitled ‘‘Gunda’ and ‘Loha’ : A Study of Cult Film Cultures’ is the record of the original work done by Kshitij Pipaleshwar under my guidance and supervision. The results of the research presented in this dissertation/thesis have not previously formed the basis for the award of any degree, diploma, or certificate of this Institute or any other institute or university. 4th March 2013 K.V.Nagesh Babu Assistant Professor Centre for Critical Media Praxis School of Media...
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...Executive Summary 4 An IMC Campaign on Bader Restaurant: Background of the Campaign 5 Research and Analysis 5 External and Internal Environmental Issues and Trends 6 PEST analysis 6 Political Influence 6 Economic influence 6 Sociocultural movements 7 Technological factors 8 SWOT analysis 8 Strength 8 Weakness 9 Opportunities 9 Threats 10 The Internal Environment of the Organization 10 Quality of Products and Service 10 Internal Impediments to the Campaign 11 The External Environment of the Organization 11 Public Perception of the Organization 13 Visibility 13 Image and Reputation 13 The targeted Group of people 14 Consumer Behaviour Regarding Restaurant Service 14 Media Consumption 17 Attitudes and Lifestyle Issues 18 Analytical Framework and Bader IMC Plan 19 Industry Analysis 20 The Competitive Analysis 20 Porter’s Five Forces Model 21 Generic Strategies of Bader 24 Primary Research 26 Primary Data Collection 26 Data Analysis 28 Analysis of Dimensions 31 Cronbach's Reliability Coefficient 34 The Overall Perceived Service Quality 35 The Integrated Marketing Communication Strategy 36 Marketing Mix 37 Product 38 Price 38 Place 40 Promotion 41 ...
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