Methods of Media Globalization

http://sg.news.yahoo.com/rtrs/20091023/tbs-film-jackson-7318940.html

http://www.channelnewsasia.com/stories/singaporebusinessnews/view/1010865/1/.html

The first article which touches on Columbia pictures, which is under Sony, releasing the movie “ This is It” on Michael Jackson. It shows us the expansion methods of Sony, which in this case is complementary expansion where they engage in production of complementary products , allowing them to not be dependent on others for certain products. In this case, Sony need not be dependent on other production houses to release or produce movies that they shot.

The next one would be the article on Mediacorp whose out of home advertising have received resounding success. There also have been mentions of the various means they are able to use for their advertising strategies in the article. Thus , we can see that Mediacorp used the vertical expansion. We are not strangers to the wide platform they have, the radios, television , internet, mobile media , print. They are thus less dependent on others to help advertise their products and programmes. For example, they can promote their newest drama not only television but also on the various print medias ,radio stations, internet pages, allowing them to reach out to a larger group of audiences.

By personal knowledge, Lucasfilm Animation Singapore opened another office here in 2005 besides the one is America. Here’s where we see a horizontal expansion taking place in the form of foreign direct investment (FDI). The other form being international trade through the export of media products where similar products are sold in different countries.

However , it is to be taken note that companies usually take a 2 prong approach in their expansion strategy. What if we compare them individually, which might be better for media companies?

I feel that for media companies, vertical expansion seems to be the best as advertising and promotion costs are saved through using own channels and sources. It is the most cost effective as it can reach to a large network of audience thus it is possible that more people will buy the products or tune in to the programmes meaning more advertisers might come on to tap on this big pool of people. This could mean more revenue and profits.

The company also would not be overly dependent on the other companies who uses complementary expansion where they buy companies to expand and not be dependent on others to buy or sell their products. However, if the company performs badly then there might be a possibly of the parent company having to make it up and make a loss or affect profit margins and may reflect badly on the parent company. Also, for horizontal expansion, time is needed for the company to settle down and get things started. It is also pretty much dependent on the country’s economy whether the FDI would reap rewards. Thus it may get a little time consuming and be dependent on others.

Advertisments in High and Low context cultures

From the two advertisement clips on vehicles above , we are able to classify them according to the Classical Dimensions of Cultures by Edward Hall.

The first one is a Yamaha advertisement from Taiwan which falls under the high context culture while the second one is a Toyota advertisement from Europe which falls under the low context culture.

The difference in the context cultures is very visible.
The advert in that is shown in Taiwan make use of celebrity endorsement( in this case it is endorsed by Gui Lun Mei , a Taiwanese actress) and the potryal of a happy feeling in the commercial. This is typical of a high context culture advertisement where the importance is not placed in the transmitted message , but rather on information preprogrammed in the receiver and setting. The use of celebrity endorsement would attract those who likes her to support the advertisement and the audience would be able to better identify with her as well since she is from the same country. The happy feeling present would also encourage the audiences to purchase the item as they would naturally want to buy things that would give them a happy feeling and also the happy feeling adds to the enojyment of the advertisment encouraging them to want to purchase the product too. Subtle cues like people staring at the scooter brings out the message as well , persuading the audience through the thought that it is something that people would envy you for and it is something people would desire

The Western advertisement for Toyota belongs to the low context culture where the focus is on the transmitted message in order to make sense of the context , where there is no ambiguity in it. This commercial can be identified as a low context culture through the use of direct, explicit and unambiguous verbal communication style. Speech becomes a tool to express the message, as seen in this advert where the phrase “ have you ever seen a broken down Toyota?” clearly tells us the message the advertisers want the audience to know. The persuasion here is extremely straightforward, Toyota hopes to attract the audience to buy their cars through telling them that it never breaks down, thus it is a good car, a brand they should consider buying. The message is very clear cut and straightforward.

So which culture is at a higher disadvantage? I feel it is the higher context one. Sometimes the advertisement even becomes too focused on other things rather than the product itself that the audience would not even know what it is until the end when the brand name is briefly flashes across the screen. Yes, people remember the commercial better, it captures their attention. But, how then would the audience buy something that they don’t even know what it is or whether it is what they want or like? Thus in a way , I feel that the low context culture’s advertisement ways are more effective as they are less likely to make audiences lose focus in a way.

Group Communication - The Roles

During the break after my A levels , I got a job at a department where it was divided into 4 different groups. I was mainly helping out at the events group, helping to run and organize events.

One of the characteristics of group can be clearly seen. Interdependence is one strong characteristic I observed. The different members on the team were dependent on each other to get their work done and get their event up and running.

For example, the person in charge of the event was dependent on the logistics person in charge to get the necessary arrangements and materials needed so that the program can run smoothly. The logistics person in charge was also at the same time dependent on the person planning the program to confirm the program and inform them what was needed.

With regards to task roles, the project manager ( every member of the team take up different roles in different events) was almost always the one taking note of the time, ensuring that they were within the time frame and ensuring that each member was up to date on their task , thus taking the coordinator role. When it come to maintenance roles , they would usually be the ones taking the standard setter and group observer role , ensuring everything is up to standard and on the correct course.

Others would usually be in the maintenance role of compromiser or observer though different individuals take up the role of kicking out unnecessary information and harmoniser when they deemed appropriate.

The members assigned to the logistics and program planning would usually take up the procedural technician role where they had to take note of every step and details, ensuring that even the tiniest detail and steps are taken care of. From ensuring the timings are not too tight to the food catering and right down to whether the signage are place appropriately.

Those who are not involved sometime takes up task role of the evaluator critic, giving their point of view of the things that are being done, looking at the whole event from an outsider’s point of view that may sometimes be clearer than those involved.

A few though always take up the energizer role in the list of task roles, brightening up the atmosphere when everyone was bored or tired from all the work.

In an office environment, would the focus be on building up the task roles (behavior that helps the group accomplish its tasks) or maintenance roles ( behaviors that enhance social climate of group) ?

I feel that maintenance roles would be the focus. I believe that these are the roles that maintain the whole group and only with all those roles built up would the tasks roles be more effective. The maintenance roles are sort of like the structure of the whole group and that with a good social climate ,the tasks roles would be better carried out as everyone has a direction and are happy and comfortable in the group and their roles. If the whole social climate was tense and unhappy, the task roles may not be as effectively carried out, as work performance may be affected with all the unhappiness. Thus it is necessary to build up maintenance roles first.

Interpersonal Relationship

Last month, the movie UP by Disney Pixar ended its run in cinemas and my favourite part was the love story between the old man Carl Fredricksen and his wife, Ellie as I am unable to put in the clip of the movie here as the DVD of the movie is not up yet. Here's the write up of their love story.

Carl's quiet and sort of shy, but his love of Muntz leads him to Ellie, a sassy little girl who is as outgoing as Carl is introverted. They make for a great team and in fact will go on to share their lives together. From elementary school through high school and on up into adulthood, Carl and Ellie are inseparable, sharing every moment of joy and sadness together while dreaming of a time when they can actually take off on an adventure in the wilds of South America just like their hero, Muntz. But jobs and health issues and whatnot have a way of intruding on dreams, and Carl and Ellie grow old never having visited the South American jungles. And then, sadly, Carl becomes a widower with just his lovely little house and his beautiful memories of Ellie to keep him company.

you could check out their official site or read up the full synopsis by clicking on the respective.

Though it was just a short section of the movie , I could see how their relationship was built up. Their relational formation and development could be due to

1. Dissimilarities and similarities : Carl would always listen to Ellie talk about her dreams and everything she had to share, he would always lend a listening ear to her. While Ellie , being the outgoing one would encourage him to do things that he would love to do but probably would not have the courage to do so. Despite their opposing characters , they were drawn together by a common dream as mentioned in the write up above. They were thus brought together by their complementary differences , their social preference similarity and attitudinal similarity where they shared a similar social activity and had a preference for adventure.

2. Proximity : Living in the same neighborhood gave them more opportunities for interaction

When they eventually got married , I was able to see their relational maintenance where they met each other’s relational needs. For example in the short run , Carl would help Ellie around the house , they encouraging each other on as they worked together and when they got older , Carl would help Ellie up the hill where they always had picnics , taking care of her when she fell ill. In the long run , they worked together to fulfill their dream as they made a joint effort to save up in hope that they could go to South America.

So which was the key to their relationship formation , similarities, disimilaritites or proximity?

To me , I feel their opposing characters was the key while their similar dream and proximity just made everything easier. Having dissimilarities allowed them to support each other and make up for each other's weaknesses and needs. If they had similar characters and similar dreams , they would not have needed each other to remind and help each other out they could have just done everything themselves and they probably would not even be attracted to each other as they each have what the other had. For example , if they were both talkative then there would be nobody to listen. Thus , dissimilarities is the most important component here.

Most of you would not be unfamiliar with the above advertisement that has been running in the television for the past few weeks for Tiger Beer. Where one tries to outdo the other by switching characters ,where the robot ultimately loses to the lady and thus handing over the last bottle of beer.

The commercial uses non verbal communication through the whole advertisement. We see the use of different kinds of non verbal communication in the commercial to bring out what the characters want to express , which then contributes to the overall message.

1. Kinesics were used where body language was used to communicate to the audience.

- The use of the body to create a symbolic action : at the start when the man on the right of the screen moved his hands to challenge the other to compete with him for the beer.

- Illustrators were also used when we see the camera close in on the two men’s hands gripping frimly on the bottle showing they both want to have power over it.

2. Physical appearance of the various characters they changed into also signalled to us about certain characteristics of it.

- The change in costume for every character they change into shows certain traits that would , they feel defeat the other. Eg : the man on the left changed into a wrestler , with his muscles showing off and all , giving audience the idea that he was stronger than the ordinary man and was sure to defeat him.

3. Oculesics were used , where the eyes transmitted a certain message to the opponent.
- When one man changed into a gorilla the other responded by changing into tarzan and then looked straight into the gorilla eyes ,and slowly leans across the table closing the gap between them with his eyes bearing straight at the gorilla. It transmit the message of challenging the opponent, it seemed like it was saying “ who’s the winner now?” prompting the opponent to come out with something better.

4. Haptics were also used in this commercial to bring out a certain message
-The gorilla hit his chest after being challenged by the opponent, bringing out the message that it is angry.

We saw how powerful verbal communication was in the previous post and here we see how powerful non verbal communication is, where we can express a message by the different things we do without speaking. So which is more effective communication tool then?

I feel that verbal communication is definitely more effective. No doubt non verbal communication can bring out a message effectively as seen in the above example, but it, I feel, will more easily cause miscommunication as different people may receive a different message from a similar action. For example, someone cries, it can signal so many different things, the person could be happy or sad or frustrated and so on. There are so many possibilities but with words, we can just express ourselves directly , when we say we are happy , there is only on meaning and no other and we can even explain why we are happy to give others a clearer picture. Thus , verbal communication is more effective.

Perception and the Power of Words

This post is done in reference to the newspaper article titled “They died ‘so as to save the world’ “published on 13th September 2009 in The Sunday Times.

We are all probably quite familiar with this story that has been running in the papers since the court proceedings for this case started. Eight boys planned to jump off the building because they believed that by doing so they can save the world, resulting in the deaths of two teenagers with the others backing out, one backing out earlier on and the others got frightened after seeing their two friends jumping down.

Verbal Communication here is used by Witaya (the leader of the group , as stated in The Sunday Times article) to express the ideas and opinion of one to a group of people as well as for building up a relationship with them. But most unfortunately, the ideas and opinions expressed almost led to the deaths of 8 teenage boys, where he convinced them that they had to die in order to become slayers to save the world by killing demons and that world war 3 was coming. He also built up a relationship with this group of boys through active verbal communication, asking them if they had any problems and “always advised them to be good.”

When some of us read about all this, we sometimes can’t help but wonder how they could believe in something that we might feel is ridiculous or something that we thought no one could possibly believe in. But somehow words managed to work its power.

According to one of the boys, as quoted from The Sunday Times, said “….whatever he says, we will believe….”

We are able see the impact of language through this incident. We are able to see how powerful words are. This normal 16 year old teenager’s words had so much power. It even had the power to convince the others that in order to save the world they had to give up their lives.

The power of words can be so powerful that it sometimes terrifies me but in other times amaze me. It can bring someone down but it is also able to push someone up to achieve greater things. It can shape someone’s thoughts and perception. It can hurt someone but it can also comfort someone.

Perhaps perception had a role to play too. Witaya may have , during selecting information, filter/retained certain specific stimuli or information based on his beliefs or preference then organized the information through one of the organizational principle , figure and ground , becoming too focused on a certain point , in this case that certain point being they have to do something to save the world .This resulted in a misinterpretation where he may he have interpreted it based on his individual characteristics , on what he believed in. Thus creating a warp perception of things which was then commuicated to the others.

Underlying Message or Miscommunication?

http://www.time.com/time/politics/article/0,8599,1920703,00.html

The above article from the Time magazine online touches on the recent speech American President Obama was going to give the primary and secondary school students in America as they start their new school year on 8th September . The article features various views that some people have come up with on President Obama’s speech as well as the actual intended message that the President and the US government had wanted to bring out to the students.

“....state Republican chairman Jim Greer called it an attempt to use "our children to spread liberal propaganda" and "President Obama's socialist ideology." ”

Carla Dean, GOP chairwoman of Florida's Collier County, puts it as “Obama "wants to indoctrinate our kids,"

“...Republican governor and possible 2012 presidential aspirant Tim Pawlenty called the speech "uninvited" and voiced concerns about its "content and motive." ”

As quoted and stated above , many Republicans have been pouring out criticisms on President Obama’s speech ,believing that the speech has political aims. Their claims are not all unsupported as they point to prep materials that have been given to teachers who have been advised to use them as having underlying political meaning that others may not be aware of. Sounds familiar?

It is the cultural studies perspective , where communications are seen to have powerful effect and text are not always what they seem on the surface and this time , it is linked to the social force of socialism. Where the critics point to the government and President Obama trying to exert power over the students to get them to subscribe to what they believe in , in this case socialism.

However , the Democrats and the White House insists that there is no other message(s) underlying in the speech and never intended it to be linked to politics.

So was there really an underlying political message or was it one of Bacon’s four idols?

For me , I feel it is linked to one of Bacon’s four idols - Idols of the cave or otherwise known as personal prejudice. This then caused the miscommunication between the two sides.

In Florida last November , President Obama became he first northern Democrat to take Florida since FDR(Former US President Franklin D. Roosevelt). Florida’s GOP( Grand Old Party , another name for Republicans) , as reported in the article is said to have registered the loudest outcry over President Obama’s speech to be presented on the 8th Septmeber to the students. So they may already have prejudices over the President , government and the Democrats due to Obama winning Florida after so many decades , thus causing the misunderstanding of the President’s message.


Also, the Democrats and the Republicans are rivalling parties, each fighting for more support in America for years. There is a high possibility of the idols of the cave in action here, where a prejudice is already created through the special allegiance to a special theory/discipline. The Republicans would naturally want to put down the Democrats to gain favour with the people at every opportunity .This thus causes the Republican’s understanding of the message to be warped , resulting in a miscommunication as they already have a prejudice against the Democrats , which President Obama belongs to.