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Anthropology and Film
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Write Two 500 Word Summaries On 2 Different Anthropology And Film Articles. Each Article Must Be A Peer Reviewed Article
Visual anthropology is a subfield of social anthropology that is concerned, in part, with the study and production of ethnographic photography, film and, since the mid-1990s, new media. More recently it has been used by historians of science and visual culture. Visual recording of communication processes between communities or individuals by means of filming of photographing is of significant importance in anthropology, as it documents on site the specific features of various social communities in their encounter with the researcher.
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Role of Media in Influencing Decision-Making in P-20 Education
The Role of Media in Influencing Decision-Making in P-20 Education
Research Question
What is the role of media in influencing decision-Making in P-20 Education?
Rationale
The media, especially television, video, and social media, are often viewed negatively in the education sector. In early childhood and K-12 models of education and in more conservative environments, children are even discouraged from exposure to media such as video and social media, which are considered bad influence over learners. In such surroundings and circumstances, it is perceived that media can only affect education in a negative way.
However, this negative perception about the influence of media on education is fast changing in many settings, institutions, and jurisdictions as more studies unearth the real nature of the correlations between media and learning or education (Jabbar et al., 2014). In recent times, it has become more apparent that media not only affect learners but also decision makers and policymakers in educational institutions.
Decision-making is core to the success of all educational concepts, models, systems and institutions. Given the fundamental influence and role of media in modern educational systems, the media, most likely, influence the people and processes in learning institutions in several ways (Galway & Sheppard, 2015). Thus, the proposed study is justifiable in several ways. First, the study may enable P-20 education stakeholders to establish whether media is a core external force that affects their decision making, thus influencing P-20 education’s relevance and competitiveness in the education sector and in economic circles.
Second, from the study’s findings and recommendations, it may be possible for P-20 education leaders and learners to appreciate the potential role of media as an incentive to decision-making and education improvement. Third, the study may be of help to P-20 education’s stakeholders by highlighting how media can be used to influence federal, state, or local educational policy to favor the pursuit of skilled, knowledgeable, and productive learners and workforce.
Background Information
The P-20 is a model of education that builds on the principle that educational programs, financial and human resources, strategies, performances, expectations, and outcomes should be focused on the early years of learners’ growth and development. Unlike the early childhood and development concept, the P-20 model covers the kindergarten or early childhood years, the K-12 years, and the post-secondary school years.
The main purpose of P-20 education is to ensure that pre-school, K-12, and college years are formative years during which self-discovery ought to be emphasized. Instead of the public education system mandating everything that students learn, educators should be more concerned with preparing learners for their future life’s challenges. The years following the P-12 should be characterized by academic performances and outcomes that would imply quality adult life.
P-20 education also covers learners’ lives during their workforce years. That is, an education should prepare an individual to survive and perform in the workforce long after graduation with post-secondary education. The skills acquired during learning must translate into expertise in the workforce.
Essentially, P-20 education is based on the realization that the knowledge and skills that learners acquire in their early childhood or K-12 education should prepare them for college education and their lives in the workforce. Thus, all the stages of academic development are weighted equally and allocated the deserved financial and human resources and effort.
Numerous studies have been conducted to establish the connection among communication, communication technology, communication media, the learning process, and education. While studies have been done on the influence of media on education in general, no studies have been done to link media and decision-making in the concept of P-20 education. Most studies have just plainly established the relationship between media and education.
In one such study, Cuc (2014) sought to establish the influence of media on both formal and informal education. In the study, Cuc (2014) not only studied the influence of media on learning but also rephrased the research question and hypothesis to help the research establish how media affects the process of learning and the actual and potential relationships between media and learning. The commonest media found to greatly influence education are books, television, radio, video, and social media (Cuc, 2014).
Malin and Lubienski (2014) established that the practical dimensions by which media influences education are the development or inculcation of new interests in learners, adoption of novel leisure-time skills, availability of fresh entertainment options and expanded areas of learner preoccupation.
Malin’s and Lubienski’s (2014) findings concurred with Lubienski, Scott and DeBray (2014) who established that while media has positive influences on education, most learners pick up media messages and turn them into behaviours and cultures, which interfere with learning processes, habits, and activities. Clearly, media influences education in various ways and may possibly greatly influence decision-making in emergent concepts such as P-20 education in the technologically advanced 21st century.
Data Sources and Collection Methods
The proposed study will combine qualitative and quantitative research approaches to collect and process exhaustive data on the variables and constructs of the study. The study will specifically target P-20 stakeholders as the source of its data and information, targeting a population of 1500 and a sample size of 300. The sample size will be representative of P-20 education officials, educational programme managers, school and college administrators, teachers, local education leaders, education system’s beneficiaries and the public. Selective methods of sampling such as purposive sampling, expert sampling, snowball sampling, modal instance sampling and diversity sampling will be used in the study.
The main reason purposive sampling techniques are preferred for this study is that these techniques enable the researcher to access the targeted sample rather fast (Shields & Rangarjan, 2013). Second, purposive sampling techniques make the identification of the potential respondents with the desired characteristics. Purposive sampling also enables the use of a variety of qualitative research approaches (Mannay, 2010).
Data will be collected using questionnaires, interviews, observations and focus group discussions while data analysis will be done using Statistical Packages for Social Science (SPSS) software and Microsoft Excel. The questionnaires will contain structured and unstructured items to capture qualitative and quantitative data. However, the study’s independent and the dependent variables will be identified prior to the development of the data collection tools.
The analysis and presentation of the findings will be done using inferential and descriptive statistics. The study will use Spearman’s Rho, regression and ANOVA to establish correlation between the dependent and independent variables of the study and establish the role or influence of media on decision making in P-20 education.
Possible Impact on the Field
The proposed study is likely to impact educational policy and advocacy once the role of media in decision-making in P-20 education is established. From the findings of the proposed study, P-20 educationists may be able to design and realign their advocacy efforts champion the preferred educational policies notwithstanding the findings of earlier studies on the role of the media on education. The study may also erase any doubts on the role of media on education that may have been reported without much evidence, particularly on the effects and effectiveness of media on education.
In particular, P-20 educationists and other stakeholders may be able to associate media with educational decision making for the first time. From the proposed study’s findings, educational policy advocates may read implications of media on education that have elided research experts in their interpretation of study findings. Hence, the study may be of great help to the policymaking processes in P-20 education.
The other likely impact of the study is the elimination of the disconnect that exists between high school and college on one hand and adult life on the other. From the study’s findings, educationists may be better placed to give the most appropriate and effective classroom support and guidance to learners that would prepare learners for the challenges of adult life. The study may also help in the better use of media to make educational decisions that would create a seamless kindergarten-to-college education system.
References
Cuc, M. C. (2014).The Influence of Media on Formal and Informal Education.Social and Behavioral Sciences, 143(1); 72.
Galway, G., and Sheppard, B. (2015). Research and Evidence in Education Decision-Making: A Comparison of Results from Two Pan-Canadian Studies. Education Policy Analysis Archives, 23(1); 10.
Jabbar, H., Goldie, D., Linick, M., and Lubienski, C. (2014). Using Bibliometric and Social Media Analyses to Explore the “Echo Chamber” Hypothesis. Educational Policy, 28(2), 281-305. Retrieved on November 2, 2016 from http://dx.doi.org/10.1177/0895904813515330
Lubienski, C., Scott, J., and DeBray, E. (2014). The Politics of Research Use in Education Policymaking. Educational Policy, 28(2), 131-144. Retrieved on November 2, 2016 from http://dx.doi.org/10.1177/0895904813515329
Malin, J. R., and Lubienski, C. (2014). Educational Expertise, Advocacy, and Media Influence. Retrieved on November 2, 2016 from http://epaa.asu.edu/ojs/article/view/1706
Mannay, D. (2010). Making the Familiar Strange: Can Visual Research Methods Render the Familiar Setting More Perceptible? Qualitative Research, 10(1): 91.
Shields, P., and Rangarjan, N. (2013). A playbook for research methods: integrating conceptual frameworks and project management. Stillwater, OK: New Forums Press.
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To increase sales of the sale of fried chicken by 100% through media
The marketing campaign aims at achieving a 100% increase in the sale of fried chicken around the globe. By the end of the year, KFC should have achieved a 100% sale in fried chicken. The sales will be increased by conducting a comprehensive marketing campaign that will reach the young adults and teenagers. The company is identifying the need to become health conscious. It will ensure that it that they provide customers with healthy fried chicken by offering free salads. The marketing campaign will not concentrate on marketing fried chicken but also encourage healthy eating habit and brand the organization as a health-conscious organization.
To increase the market share by 10%
In terms of market share, McDonald’s is ahead of KFC in the globe market. A survey on which fast food chain provides the best burger and fries concluded that 34% of the respondents noted that they prefer McDonald’s and 10% choose KFC (Lang & Heasman 2015). On burgers, KFC was the most preferred choice with 15% followed by McDonald’s at 10%.
When it comes to globe market share of the MacDonald’s takes the lead with a market share of 17% followed by KFC with 10.8% (Lang & Heasman 2015). KFC should focus on increasing market share to become a leader in the global market share. The company intends to attract teenagers and young adults who are the main fast food consumers. The marketing campaign should increase market share by 10% to put KFC ahead of McDonald’s and make it the leading fast food company in the globe.
To increase awareness about KFC products on burgers, and fried chicken
KFC must create awareness about products it is offering. Market analysis indicates that Starbucks and McDonalds have managed to make products known around the globe. KFC must generate interest in their products mainly the teenagers and adults. The marketing campaign will focus on creating awareness and improving KFC brand awareness in the globe.
To create brand loyalty
KFC campaign aims at retaining 80% of the target market. In the past, KFC has employed various media marketing strategies that have increased the market share, but this time the company will also be looking for a way to retain market share. They will heavily rely on using various forms of media to reach this objective. The marketing campaign will focus on showing the customer experience and explaining to customers why they should continue visiting KFC. The marketing campaign will introduce KFC loyalty cards which will be used to reward customers who visit KFC many times.
Media Mix
Media mix uses various communication channels to achieve the marketing objectives. Using a combination of media channels enables accompany to effectively communicate products. An effective media mix ensures that the right message gets to the right audience (Babin & Zikmund 2015). In marketing, a company identifies the target market. For instance, the main strategy audience for KFC is the young adults and teenagers.
It is important to use media mix to ensure that the company reaches a maximum number of the target market. An effective marketing mix aligns with buying stage of the consumers. Once a company creates rawness of products it must convince consumers to make the buying decision. For instance, KFC can create awareness by placing an advert on movies but can further influence the buying decision by providing detailed information about products in the fast food magazines.
The main media channel that KFC will use is placing advertisements on various Netflix movies. The channels will be used to reach global consumer since Netflix is online television that is watched by consumers around the globe. KFC will use social media to market products.
The company will establish interactive shows on YouTube to provide young people with an opportunity to ask questions about the products. The company will increase presence on social media platforms such as Facebook, and Twitter. It will use fun video and photos to attract young people to read posts about the company and attract many people to like the pages as well. The social media will be an effective way of reaching out to young adults and teenagers. Research indicates that young adults and teenagers are likely to access the social media at least once per day (Babin & Zikmund 2015).
KFC will employ various marketing strategies to reach out to teenagers. The company will use various advertisements channels that have been successfully used by companies such as Apple (Pelsmacker & Kitchen 2014). The company will use student media to market products. Various schools have their own media channels.
The company will start working together with media of various schools to place advertisements on high schools newspapers and college radio stations. KFC can also start supporting various activities in high school and colleges. For instance, KFC can start supporting high school football and use these platform to market its products. The company will further place flyers in places that are frequently visited by students such as coffee shops, and record stores.
The company can use the opportunity to interact with young people and acquire contact information. The company can further use mobile phones to text young people and communicate with them directly on announcement and offers. Research indicates that the young people like texting hence the company can use texts to further influence the purchasing decisions of the young adults and teenager (Pelsmacker & Kitchen 2014).
Media Schedule
Scheduling is used to show the patterns of time in which advertisements will run. Scheduling is used to allocate time slots to ensure that an advertisement reaches the target audience. There are three main models of scheduling that are used in advertising continuity, flighting and pulsing. Continuity model is used for advertisements that run throughout the year (Licciardello 2013). The flighting model advertises products in intervals. For instance, advertisements activities are increased during the season that the demand for the products is increasing.
The pulsing model employs the continuity and flighting schedule aspects. KFC will make use of the pulsing model. It will use heavy advertisement during the peak period. KFC will make use of heavy advertisements such as placing adverts on movies during peak periods such as festive period but also use social media and high school media to advertise products through the year.
Media Scheduling Table
Media
Time
Duration/Space
Frequency
Adverting on Netflix
Summer Period (June and September). Fast food thrive during summer period
The advertisement will run for one minutes
The advertisements should run in all popular shows.
Festive period (December) Festive periods cause a decline in fast food sales hence it is important to advertise to attract more customers during festive periods
One minute advertisements
The advertisements should appear on every commercial break
High School Advertisements
May-June during football season
Whole Day
KFC will interact with students and hand them flyers throughout the day
High School and College publications
January-December
One page
Once per month
Social Media
January-December
Update social media pages everyday
Budget Allocation
The company will mainly use three channels of advertising the social media, supporting high school football and advertising on Netflix. The estimated average cost of advertising using the Twitter is $ 3000 per month, and Facebook is $ 2500 per month (Percy 2015). The average price of advertising on Netflix is $ 350 per day. However, the costs of advertising on Netflix will vary depending on the duration of time the advertisements will take place and on the shows that the company chooses. The budget allocations are indicated in the table below
Media
Estimated Costs
Advertising on Netflix ( placing advertisements in popular shows and advertisements run for 1 minute)
$ 12,000,000
Social media
$ 160,000
Supporting High school football
$8,000,000
Other advertisements such as putting flyers in high school and colleges and advertising on high school and college publications
$ 8,000
Media Evaluation
Media evaluation determines the effectiveness of the media tools that are used by a company. Media evaluation determines if the media that was used to communicate the message was effective in getting the message to the target audience.
KFC will make use qualitative and quantitative media evaluation to measures the effectiveness of campaign (Christensen 2015). Qualitative media evaluation will involve conducting a survey to determine if the media campaign had a positive influence on the target market.
The survey will be conducted at the end of the year, to determine if the message was received by target market and how it influenced the target market. The quantitative media evaluation will involve measuring the success of the campaign through the company revenues and advertising costs. Increase in sales will indicate that the campaign was successful
Background Analysis and insights into media consumption
Fast food industry is one of the most competitive markets as there are several of them across the UK and the world respectively. Every year there are new firms entering the market however the ones that sustain the customers interest are the old ones such as KFC, MacDonald’s, pizza hut among others. Most of the companies are creating marketing campaigns in order to attract new customers, create brand awareness and sustain the interest of the consumer.
Harland Sanders is the founder of Kentucky Fried Chicken; he started this business sixty-five years back. It started as fried chicken restaurant but later started offering other products like grilled and roasted chicken, sandwiches and desserts. The company has opened its branches in other parts of the world where they sell the same products and use the same brand name. The spices used and methods of preparing the chicken is the same all over the world.
KFC is getting competition from all areas; some of the common competitors include, Popeyes Louisiana Kitchen, CHICK-FILA, INC and CAJUN OPERATING COMPANY. Popeyes delicacies comprise of fried chicken and biscuits. They also sell Cajun –style fried chicken and seafood. The company has several branches in twenty-five countries across the globe. They are the biggest competitors of KFC since they offer the same products as the company but what keeps the KFC at the top of the competition is their secret recipe combined with their marketing strategies.
Marketing campaigns mostly include media such as Television, radio and social media. Social media are broken down into various different platforms such as Facebook, instagram, Twitter, Linked in and YouTube which are the most successful ones in our days, with billions of monthly users (Kallas, 2017). KFC’s YouTube channel has more than 270 thousands of subscribers and views of their videos are reaching over million viewers per video on average. YouTube is a source of media that has high reputation over all generations therefore KFC couldn’t be a step back.
Additionally KFC uses platforms that are friendly to young professionals such as deliveroo. Facebook is the biggest social network on the web, both in terms of recognition and total number of users. With nearly 1.8 billion users, Facebook is a great media for connecting people from all over the world and can positively or negatively affect companies (Guide, 2017). Further on another social media that KFC uses is twitter. With twitter short texts can be shared of 140 characters or less with the combination of videos, images, links polls and some other options.
KFC can easily interact with users by mentioning usernames and re-twitting posts. Therefore, twitter is a great way to interact and quickly state your point all around the world (Kallas, 2017). Instagram is another platform that more artistic niches take place and may not be the best fit for every business however KFC advertisements have artistic background therefore instagram is a very good method of promotion. In addition to social media another key media is TV however it is an expensive method of advertisement therefore due to the fact that it attracts different age groups it has an effect on consumers.
KFC can use TV advertisements through Netflix as it is going to interact with the target audience which is young professionals and teenagers. In addition to these, the company also uses print media to market their products, they use the newspapers or magazines to advertise what they offer and their services. The print media is appropriate for those who cannot have time to watch the online adverts and those who cannot access the electronic media.
Media objectives:
Over 40% of the chicken products sales come from the students. The goal of this campaign is to increase the chicken sales by 30 % among the students. The company will reach over 10 million in 200 markets using social media and print media.
The company will launch the campaigns in September with the television at a level of 400 GRPS which is the best level for launching new campaigns. The media campaigns include social media, magazines and newspapers. The company will launch these promotional campaigns in the month of November in all the leading markets.
The use of Facebook as a campaign media helped in gaining more audience since facebook users always use it every day thus increasing the frequency of how much the product is viewed. The company can reach several people with one advert on Facebook thus it lowers the frequency with the audience.
To increase the market share by 10%
In terms of market share, McDonald’s is ahead of KFC in the globe market. A survey on which fast food chain provides the best burger and fries concluded that 34% of the respondents noted that they prefer McDonald’s and 10% choose KFC (Lang, & Heasman 2015). On burgers, KFC was the most preferred choice with 15% followed by McDonald’s at 10%. When it comes to globe market share of the MacDonald’s takes the lead with a market share of 17% followed by KFC with 10.8% (Lang, & Heasman, 2015).
KFC should focus on increasing market share to become a leader in the global market share. The company intends to attract teenagers and young adults who are the main fast food consumers. The marketing campaign should increase market share by 10% to put KFC ahead of McDonald’s and make it the leading fast food company in the globe.
To increase awareness about KFC products on burgers, and fried chicken
KFC must create awareness about products it is offering. Market analysis indicates that Starbucks and McDonalds have managed to make products known around the globe. KFC must generate interest in their products mainly the teenagers and adults. The marketing campaign will focus on creating awareness and improving KFC brand awareness in the globe.
Increasing awareness means that more people will get to know the brand or never forget about it thus customers will be kept informed about new products that are arising the market and products that are already in the menu. This can also help the company through the word of mouth. By keeping the customers informed, this might lead to people talking about the brand and this can positively affect the company.
To create brand loyalty
KFC campaign aims at retaining 80% of the target market. In the past, KFC has employed various media marketing strategies that have increased the market share, but this time the company will also be looking for a way to retain market share. They will heavily rely on using various forms of media to reach this objective. The marketing campaign will focus on showing the customer experience and explaining to customers why they should continue visiting KFC. The marketing campaign will introduce KFC loyalty cards which will be used to reward customers who visit KFC many times.
Target Audience specification:
Target audience are young teens and adults at the age of 16-28. Those people are the ones that grew up in an electronics-filled and increasingly online and socially-networked world. They are the generation that has received the most marketing attack/attention from huge firms, medium and small ones (Anon, 2017). In addition to that young adults-professionals and teenagers spend a lot of time during the day on social media and online platforms such as Netflix and thus KFC would have the ability to sustain the interest and attract the attention of them.
Further to that young generation depend on social media because it’s their communication method, and also it’s the place where they share their opinions, posts and pictures about everyday life. However, young generation receives every day huge amount of advertisement on social media therefore KFCs advertisement has to be considered as friendly and enjoyable by the young generation in order to take it into consideration.
The target audience are mostly female non- vegetarian who have money to spend on our delicacies. Most of these people are working and may not have time to prepare meals at home. They are people who mostly dwell in the urban centres and families who may sometimes decide to go out for a treat. Another target group is that f students who mostly buy lunch from restaurants since they are not in a position to make their lunch due to little time or lack of interest.
Media mix and supporting rationale:
Media mix uses various communication channels to achieve the marketing objectives. Using a combination of media channels enables accompany to effectively communicate products. An effective media mix ensures that the right message gets to the right audience (Babin, & Zikmund, 2015). In marketing, a company identifies the target market. For instance, the main strategy audience for KFC is the young adults and teenagers. It is important to use media mix to ensure that the company reaches a maximum number of the target market.
An effective marketing mix aligns with buying stage of the consumers. Once a company creates rawness of products it must convince consumers to make the buying decision. For instance, KFC can create awareness by placing an advert on movies but can further influence the buying decision by providing detailed information about products in the fast food magazines.
The main media channel that KFC will use is placing advertisements on various Netflix movies. The channels will be used to reach global consumer since Netflix is online television that is watched by consumers around the globe. KFC will use social media to market products. The company will establish interactive shows on YouTube to provide young people with an opportunity to ask questions about the products. The company will increase presence on social media platforms such as Facebook, and Twitter. It will use fun video and photos to attract young people to read posts about the company and attract many people to like the pages as well. The social media will be an effective way of reaching out to young adults and teenagers. Research indicates that young adults and teenagers are likely to access the social media at least once per day (Babin, & Zikmund, 2015).
. The company can further use mobile phones to text young people and communicate with them directly on announcement and offers. Research indicates that the young people like texting hence the company can use texts to further influence the purchasing decisions of the young adults and teenager (Pelsmacker, & Kitchen, 2014). The use of print media like the magazines and the newspapers will also attract the customers to the restaurant.
These types of media were selected since they were the best that could fit the company’s requirement. Television is effective since many people can access it and it can also make also help in creating awareness among the target group and lure them into buying the products. The print media like the magazines are appealing to the eye and thus can attract people to read it hence make the target group learn more about KFC and visit the restaurant.
The magazines also give reasons why the people should try the products and this arouses their interest in buying the products. Social media is a platform used by many people therefore the company will be in a position to reach several people at the same time. Through likes from the available customers and their positive comments, the target group will have the urge to have a taste of what the others are praising thus increasing the customers hence increase in revenue.
Media schedule:
Scheduling is used to show the patterns of time in which advertisements will run. Scheduling is used to allocate time slots to ensure that an advertisement reaches the target audience. There are three main models of scheduling that are used in advertising continuity, flighting and pulsing. Continuity model is used for advertisements that run throughout the year (Licciardello, 2013). The flighting model advertises products in intervals. For instance, advertisements activities are increased during the season that the demand for the products is increasing.
The pulsing model employs the continuity and flighting schedule aspects. KFC will make use of the pulsing model. It will use heavy advertisement during the peak period. KFC will make use of heavy advertisements such as placing adverts on movies during peak periods such as festive period but also use social media and high school media to advertise products through the year.
In Addition to that the advertisement on Netflix will also be played at the KFCs website after a few weeks’ time. It has been decided to exclude August from the time table as it is a holiday period for most of the people plus students therefore the respond during that period would have been low. The adverts will be launched in September when the students resume school since they comprise of the largest population among the target groups.
Timeline
Activity Time Frequency
Launching of television campaigns September-December 2017 Weekly
Launching of internet ads January- February 2018 Daily
Launching of newspaper ads March 2018 Weekly
Magazine Launching April 2018 Monthly
Media
Time
Duration/Space
Frequency
Adverting on Netflix
Summer Period (June and September). Fast food thrive during summer period
The advertisement will run for one minutes
The advertisements should run in all popular shows.
Festive period (December) Festive periods cause a decline in fast food sales hence it is important to advertise to attract more customers during festive periods.
One minute advertisements
The advertisements should appear on every commercial break.
High School Advertisements
May-June during football season
Whole Day
KFC will interact with students and hand them flyers throughout the day.
High School and College publications
January-December
One page
Once per month.
Social Media
January-December
Update social media pages everyday.
Social Media (Youtube)
October
Once a post and keep uploading youtube video to social media such us Facebook.
KFC website
After the end of the Netflix TV ad.
Main page of the website.
Free- and can be used to remind the customers about the advertisement.
Media Schedule Time Table
September
October
November
Media
W1
W2
W3
W4
W5
W6
W7
W8
W9
W10
W11
W12
Netflix
High School Advertisements
High School and College publications
Social Media( YouTube ad)
Video of the ad on KFC website
Social Media
December
January
February
March
W13
W14
W15
W16
W17
W18
W19
W20
W21
W22
W23
W24
W25
W26
W27
W28
April
May
June
July
W29
W30
W31
W32
W33
W34
W35
W36
W37
W38
W39
W40
W41
W42
W43
W44
Budget allocation:
The company will mainly use three channels of advertising the social media, supporting high school football and advertising on Netflix. The estimated average cost of advertising using the Twitter is 2325 British Pound per month, and Facebook is 1940. British Pound per month (Percy, 2015). The average price of advertising on Netflix is 270 pounds per advertisement. However, the costs of advertising on Netflix will vary depending on the duration of time the advertisements will take place and on the shows that the company chooses. The budget allocations are indicated in the table below
Media
Estimated Costs
Advertising on Netflix ( placing advertisements in popular shows and advertisements run for 1 minute)
£90,000,000
Social media
£51180
Supporting High school football
£450,000
Other advertisements such as putting flyers in high school and colleges and advertising on high school and college publications
£61,200
Total
£111507,380
The company estimates that the average cost of advertising on Netflix is 270 pounds per advertisement. The company plans to introduce advertisement that will run for one minute and the advertisement will be played on the most popular shows such as The House of Cards. The company has budgeted 9million pounds to run advertisements. The estimated cost of advertising on Facebook and Twitter per month is 4255 pounds. Since it will run for 10 weeks and the total cost is 51180 pounds. The company intends to contribute 450thousand pounds to support high school football.
Media Evaluation:
Media evaluation determines the effectiveness of the media tools that are used by a company. Media evaluation determines if the media that was used to communicate the message was effective in getting the message to the target audience. KFC will make use qualitative and quantitative media evaluation to measures the effectiveness of campaign (Christensen, 2015).
KFC is the biggest chicken company in the whole world; this is as a result of the consumers’ satisfaction and hence came back for more goods from the restaurant. The employees are also satisfied with their jobs because they get good salaries. The employees should be made happy since it results in better performance and productivity among them. The company also considers corporate social responsibility to the community; this has also resulted to the company’s success.
References:
Anon. 2017. What is Millennials (Millennial generation)? – Definition
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.
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Monopolization of the media
When you think about the transitional – or pre-transitional (as in one-party states or nations mired in civil war) – countries around the world today, what are some incentives and disincentives you have seen or can think of that might thwart monopolization of the media in these settings?
There has always been a strong link between governments and the media in most states. The media is managed and controlled by the governments, the workers are government employees and the top officials are affiliated to the government. Although their constitutions grant right to expression and free press, the state still monopolizes the press. The media has been sucked dry due to the capitalistic nature of such states. There is therefore need for citizens of such states to come up with their own alternative and powerful media in order to put an end to this monopoly by the capitalistic class (Ghadbian, 2001).
Most journalists in such states work in highly pressurized conditions and insidious ways. The upcoming journalists have their aspirations put to waste as they cannot work in their ideal ways. ‘Objectivity’ of the media is a myth that has been contaminated by different political interests. For instance, incidences of war can only be reported with the consent of the government. This reduces the quality and quantity of news about different communities in the media. Taboo topics not to be reported, are set by government and sensitive information is censored by the Ministry of Information. Independent sources of information are also restricted.
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The states have gone as far as imposing word limits on the internet. The media cannot wholly utilise the unlimited space on the internet for their reporting as they have been restricted. This curtails the integrity of journalism. Newspapers and other media channels in such states have to neutralize their news, views and opinions in fear that they might turn out to be unpleasing to the parties on which their advertising rates depend on.
The pursuit of particular issues in journalism and interesting views to readers has turned out to be a threat to larger profits. This way, even the problems regarding the poor in the country stop being highlighted not unless the affluent customers are affected by them.
Monopolization of the media
The concept of politics in the media has been marred by blandness due to standardization. Material that are socially sensitive to the affluent customers are not exposed, and the selection and writing of news become totally neutral. This is an aspect of media ‘objectivity’ that has contradicted the ideal ‘subjectivity’ in journalism. This objectivity has led to genuine relevant information being left out as per the authorities’ command.
There is the reproduction of the words of the authorities in the media. The media then makes a habit of reporting only political safe news such as crime, natural disasters and accidents, even if they are not relevant to the audience. The reporters have been left powerless and their democracy and that of the people is threatened (Ghadbian, 2001).
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The media in these states has centered on advertising taking most of the time on television and space in newspapers. When criticised, the media owners claim the public enjoys advertisements. To counter such criticism, they have further sophisticated the manipulation of emotions.
The monopolization of the media erodes democracy and the link between the media and country’s political system has worked to starve the voters of important knowledge. This therefore calls for community-based models and alternative business in order to bring to an end the monopoly of big media corporations.
Monopoly in the media can be challenged by founding of numerous satellite TV stations. Proliferation of these can change the government’s rules of censorship and control as it will prove to be overwhelming. In the Arab world, satellite TV stations such as; Al-Jazira, played an important role in the eradication media monopolization. The internet on the other hand can be utilized essentially for dissemination of information. This way, the government is rendered less relevant; and independent and free sources of information are availed to the people. When people lose interest in state media, the state eventually loses control on the media.
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If state media could free themselves by embracing commercial support rather than government subsidy, they will no longer be under government control as they will make their own profits independently.
Monopolization of the media
Making the press law effective by the election of leaders who are passionate about the information age can make a move from monopolization. Such can bring in new measures in the media policy in response to the worldwide competition. The appointment of a reform-minded Adan Umran in Syria saw him bring numerous changes in the media (Ghadbian, 2001).
If all intellectuals and journalists demand more freedom of speech, expression and accountability, this will relieve them the burden of monopolization in the media. This need of ajournalism culturein Syria, made writers demand for freedom of press and an end to the one-party rule and this bore fruits (Ghadbian, 2001).
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In conclusion, all individuals should be agents of change in their countries as this is key to unlocking the freedom of media and closing the doors of media monopolization. If appropriate actions are taken, then this freedom will be achieved. On the other hand, lack of political will, fear, reluctance and unwillingness to take steps of change will not drive to media freedom.
