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.