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Management of the Media and Creative Industries

In the current century, the industries of media and creative industries have experienced a threat to their capitalism whereby they have responded by ensuring expansion making the management of the media and creative industries a task. The expansion is normally achieved through the invention of new inventory according to the potential needs of customers resulting in the expansion of their market. The growth in technology has been the main contributor of the innovations happening in the industries, for example, the introduction of electricity in the early twenty centuries (Huws 2014).

The industry, however, pays attention to ensuring there is no market saturation, which in turn reduces profitability . The management of the media and creative industries is crucial in it’s success. They achieve this by researching on the new life orientations where new goods and services demand is portrayed and take the advantage by offering the brand new services and goods. In the sector of labor, the invention of domestic labor machines such as refrigerators, washing machines, and vacuum cleaners seemed to ease the laborers work duties but on the contrary, brought along some inconveniences (Staiger 1979).

The main consequence was low wages to the laborers. The low wage workers and interns represent the greatest percentage in the workforce whereby the licensed and trained workers are very few and are designated to small tasks around the premises (Chan, Pun, and Selden 2015).

The deployment is done in line with the kind of paid work they are designated to. The workers sell their labor, which is paid depending on the time spent during work and the performance. However, the payment is usually unfairly small due to the expenses incurred by the industries for the maintenance of the labor machines being used. In the sector of entertainment, the low wage workers are the ones in charge of filming, photographing, radio management and doing the recording (Geraldine 2016).

Their work is normally diverted to the capitalists responsible, and hence they become subject to whatever decision made concerning their duties and how they should be paid. This is made worse especially by the expanding market in response to the invention of new commodities, which commercializes the new ways of life. The interns are considered as the major labor providers after undergoing thorough inductions into the industrial activities, and their job is normally defined by their areas of interest with the promise of being employed if their internship period performance is remarkable (Dan and ShinJoung 2016).

Management of the Media and Creative Industries: Labor compensation

Their wages are usually lower than all other workers, but in contrary, they are usually the most productive regarding service delivery. The low wage laborers are normally recruited by merit after a short probation to test their abilities. Despite their hard work, they end up being the second lowly paid employees after the interns with their job descriptions almost similar to that of the interns. There are normally two kinds of capitalism, which are physical capitalism, and capitalism by the purchase of labor.

The physical capitalist has been practiced since the ancient centuries and was based mainly maximizing the use of labor depending on its availability in line with the potential production of goods and services (Nathan 2003). However, this kind of capitalism brought about massive loses because the produced good quality was difficult to predict, there was no uniformity in production services, the manufacturing process being delayed and loss of materials.

The industry is able to maintain consistency in business growth through capitalism of purchasing labor under the rates of time. This is because the workers and interns’ work faster within the restricted timing so as to avoid penalties due to delayed duties. Moreover, the restriction gives them an opportunity to have extra duties assigned to them for additional payments.

This is to ensure that there are order and accountability. Other extra duties are normally attached to ensure maximum utilization of the labor and payment is normally done according to the duration of work and performance. It is therefore ironic that these workers still experience injustice concerning the low wage acquisition. This is because the management always looks for small opportunities of making malicious profits not minding on the burden enforced on their employees.

The employment is normally centralized with different workers being directed to specific managers for reporting. Centralization enhances strictness in case of any failure of work or irregularities from the workers. In some media and creative arts, interns are not entitled to any payment until the end of the probation period. This is considered as training season, which is also mandatory (Vicki and Jocelyn 2015).

The development of technology in the media and creative industry has become poverty in disguise whereby the main people affected are the interns and low-wage workers. Technology has triggered invention of new ways of producing commodities resolution to the creation of new markets. This has resulted in the laborers shifting their duties from internal to external whereby they deal directly with the market to ensure profitability.

Their sources of income are determined by the market and increase with the increase in market and also decrease with the decrease in the market. The market expansion has been beneficial to the capitalist who tends to make a good profit out of the sales but has become a nightmare to the low wage laborers whose fate is subject to the market fluctuation (Vicki and Jocelyn 2015).

The new market has resulted in the incorporation of the consideration of other aspects of life into the media and creative industry. This is because the rate of commodity production has reached maturity and some of the aspects of life, which were initially not considered as economic, can now be commercialized. Examples of these aspects include sociality, public services, art and culture, and biology.

The capitalist has enacted more regulations concerning the fulfillment of the markets need. The lives of the customers including health and body genetic composition are also held with significance. Whereby new drugs are produced for different health management purposes and also the food sector is upgraded by the application of gene modification technology. This, therefore, demands more domestic laborers to be in charge of handling the machines under the supervision of a few highly paid employees.

The capitalists have however increased the scales along with the art and cultural labor, as well as the commodities, has been incorporated into the production relations. This has, in turn; increase the profit acquired in that field increasing the rates of the wages for the interns and low wage workers. The income for the workers in charge of filming, writing, and music composition are directly dependent on the profits made in the market on the sales made on Compact Discs, films, magazines, books, and records. The amount of profit is, in turn, dependent on the size of distribution made and this requires them to link with general distributors such as Amazon Kindle (Vicki and Jocelyn 2015).

References

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Banet-Weiser, Sarah. “What’s your flava.” Interrogating postfeminism: Gender and the politics of popular culture (2007): 201-226

Blee, K.M., 2016. Manufacturing Fear: Muslim Americans and the Politics of Terrorism.

Bobo, L. (2001). Racial attitudes and relations at the close of the twentieth century. In N. J. Smelser, W. J. Wilson, & F. Mitchell, Racial Trends and Their Consequences.Washington, DC: National Academy Press.

Brooks, D., & Hebert, L. P. (2006). Gender, Race and Media Representation. In B. J. Dow, & J. T. Wood, The Sage Handbook of Gender and Communication.Thousand Oaks, CA: Sage.

Carragee, K. M., & Roefs, W. (2004). The Neglect of Power in Recent Framing Research. Journal of Communication, 54(2), 214-233.

Chan, J., Pun, N. and Selden, M., 2015. Interns or workers? China’s student labor regime. Asia-Pacific Journal: Japan focus.

Dan Schiller & ShinJoung Yeo (2016), “Low-Wage Workers & the Internet Industry,” Information Observatory http://informationobservatory.info/2016/01/04/low-wageworkers-the-internet-industry/

Dines, G. (2003). King Kong and the white woman: Hustler magazine and the demonization of masculinity. In G. Dines & J. M. Humez (Eds.), Gender, race, and class in media: A text-reader

Dines, G., & Humez, J. M. (2003). Gender, race, and class in media: A text-reader (2nded.). Thousand Oaks, CA: Sage.

Ferguson, Robert (1998) Representing Race: Ideology, Identity, and the Media. Oxford: Oxford University Press

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1959 Tobacco Campaign Essay Paper

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1959 Tobacco Campaign

Literature and Critique on the 1959 Tobacco Campaign in the United States

Introduction

Tobacco advertising campaign used the Marlboro man as a figure to represent the Marlboro cigarettes. This icon figure was used in the United States from 1954 to 1999. In 1954 Leo Burnett Worldwide was the first advertising firm to conceive the Marlboro man. The Marlboro man was an image which comprised of rugged cowboys with a cigarette. Such advertisements were initially introduced to make the filtered cigarettes more popular which were originally considered to be feminine in nature (Amos and Haglund, 2000).

This advert was considered to be one of the most successful and brilliant promotional campaigns of all times. The feminine campaign was transformed using the slogan “Mild as May” in a very short time into a masculine advert. The cowboys proved to be more popular when used as Marlboro men despite there being a variety of other men who could be used as Marlboro men. The popularity of the advert led into the origin of ‘Marlboro country’ and ‘Marlboro cowboy’. This essay will offer a critique of the Marlboro advertisement campaign; both the positive and negative effects of the promotion in United States.

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1959 Tobacco Campaign

Origin of the Campaign

The Marlboro brand was first initiated as cigarettes for women in 1924 by Philip Morris & Co. owing to the harmful effects of smoking established by scientific in 1950 the cigarette industry shifted their attention to filtered cigarettes. Nevertheless, Marlboro filtered cigarettes was presumed to be women’s brands and therefore Leo Burnett the advertising executive had to look for a different image have an appeal to a larger market.

Consequentially, the firm noticed that there were some emerging trends among the teenagers who wanted to declare their autonomy from their parents through smoking. As a result of this discovery the firm had had to focus their attention to this group of consumers.

Though scientific questions were posed concerning the contents of the filters the advertising executive reasoned that it was meant to reduce the harmful effects. With this stand he completely refused to respond to health claims of smoking Marlboro brand of cigarettes. Burnett continued to be inspired into creating an icon figure of Marlboro man and as a result the icon came in 1949 to represent masculine icon (Buckley, 1982).

The Texas cowboy- Clarence Hailey Long story came to his attention in an issue of life magazine where the new Marlboro now represented images of other masculine occupations such as gunsmiths, sea captains and athletes tough more attention was placed on the cowboy image as the Marlboro man (Thomas, 1991).

1959 Tobacco Campaign

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Marlboro man icon

Owing to the failure of the paid models of Marlboro men who lacked authenticity, Burnett came across a cowboy actor Darrell Winfield working as a cowboy on a ranch. Darrell Winfield represented Marlboro man for a period of 20 years until 1980 when he retired (Sanz and Johnson, 1990). So much was spent looking for another icon of Marlboro where another figure came up by the name Brad Johnson in 1987 (Marken and Anzeigen, 1975).

Success or Failure of the advert

Quite a substantial amount of sales were recorded due to the immediate effect of the Marlboro man Campaign (Moellinger and Craig, 1972). The sales skyrocketed from $5 billion in 1955 when the Marlboro man campaign was conceived to $ 20 billion by 1957 which was quite significant representing 300% increase in a span of two years only!

The rising health concerns were overcome through the Marlboro Man campaign as the advertising campaign focused more on the success (Barry, 1997). Eventually heavy imitation was observed with use of Marlboro Man where other executives invented new taglines such as “independent thinkers”, “Men of America” in relation to smoking Marlboro brands (Schudson, 1984).

It is however discerning to notice that all the three men who made appearances in the Marlboro promotions succumbed to lung cancer. These were; David McLean, Wayne McLaren, and Dick Hammer. The Marlboro Brands of cigarettes were branded as ‘cowboy Killers’. As a matter of fact McLaren had to testify in support of anti-smoking legislation, nevertheless, Philip Morris refuted the claims that McLaren ever appeared in the Marlboro Man campaign. Before his 52^nd birthday in 1992 McLaren succumbed to lung cancer.

1959 Tobacco Campaign

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Various concerns raised in America on Marlboro Man campaign

Various activists came up to oppose the use of Marlboro Man campaign and launched anti-smoking. The World Health organization claims if unchecked there will be a death rise due to cigarette smoking to 10 million people per year from 4 million reported yearly cases. Though the consumers were fully aware of the harmful effects of cigarette smoking they continue to smoke owing to the effects of the Marlboro Man campaign (Rollin, 1997)).

It was and it is still quite alarming that the number of lawsuits and damages claimed are in billions of dollars including numerous files opened of Philip Morris owing to the advertisement especially in Florida and Minnesota’s States (Henry, 2007).

Eventually, the sales in Marlboro brands recorded a huge drop due to imposition of government restrictions on cigarette advertisement. The marketing approach for the brands had to shift their strategies. Hence Philip Morris changed to negotiations strategies with the relevant authorities into reducing the smoking habits (Michael, 2000)

1959 Tobacco Campaign

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Conclusion

Despite the change of tactics for the Marlboro Man campaign, much is needed to be done concerning tobacco adverts by Marlboro brands. The campaigns have changed into making smokers to have a lifelong of smoking. In spite of the growing health concerns in relation to smoking, many people have continued to use the Marlboro brands because they want to be seen like real men. The ladies want to feel a sense of independence; the teenagers want to show a sign of rebellion to their parents by smoking Marlboro brands.

The menace of smoking cannot be put to a stop if the anti-smoking campaign does not begin at the grassroots level through sensitizing of youth and other smoking against smoking. The government has a big role to play as observed through exercising of strict anti-smoking campaigns in the United States and completely banning any form of promotion for Marlboro brands and other brands as they have proved to more influential.

References

Amos, A. & Haglund, M. (2000), from social taboo to torch of freedom: the marketing of Cigarettes to women, Tobacco Control, 9, 3-8

Barry, A. M. (1997). Visual Intelligence: Perception, Image and Manipulation in Visual Communications, Albany: State University of New York Press.

Bernard E. Rollin, (1997), Harley-Davidson and philosophy: full-throttle Aristotle, Open Court Publishing

Buckley, K. W. (1982). The selling of a psychologist: John Broadus Watson and the application Of behavioral techniques to advertising, Journal of the History of the Behavioral Sciences, 18(3), 207-221

Cynthia Sanz, Kristina Johnson, (1990), an Ex-Marlboro Man Who Can Really Ride, Brad Johnson Adds Sigh Appeal to Always, People’s Magazine, vol. 33 no 7

Heiße Marken, Coole Anzeigen, (1975), Come to Marlboro Country”1975 US ad campaign, Brand Hot

Kevin Thomas, (1991), MOVIE REVIEW: ‘Harley Davidson, Marlboro’ . . . Lively but Ludicrous, Los Angeles Times

Michael Schudson (1984), Advertising, the Uneasy Persuasion: It’s Dubious Impact on American Society, New York: Basic Books, p. xiii and p 45.

Moellinger, T., & Craig, S. (n.d.). (1972) “So Rich, So Mild, So Fresh“: A Critical Look at TV Cigarette Commercials: 1948-1971.

Neil Henry, (2007) American Carnival: Journalism under Siege in an Age of New Media University of California Press

Schudson, Michael. (2000). Advertising as capitalist realism. Advertising & Society Review 1(1),

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