Think about the five key media studies concepts and choose one of Essay

Think about the five key media studies concepts and choose one of them. Outline the main characteristics of, and theories and de - Essay Example Media presentations seek to alter or reinforce the opinion of the audience on specific topics (Abercrombie, 2006). The creator of a presentation first establishes the audiences she wishes to communicate to and then determines the best way to present the message. Upon establishing his target audience, the creator considers the best type of media presentation to relay his sentiments. The audience provides guidelines for establishing the genre of presentation and approaches to be used when narrating the intended message. Mass media does not rely only on initial presentation when conveying a particular message. It relies on representation as well. Primary bearers of the message relay the message to other people who did not witness the initial presentation. It is paramount to affirm that the audience is a factor that motivates mass media presentation. Audience Media would not exist in the absence of an audience (Cruz & Lewi, 2004). Media groups are formulated with a basic goal of making p rofit. Therefore, various media entities employ various measures to attract audience and make their audience base bigger. The creator or producer of a mass media message uses existing media channels to convey their message to the intended listener or observer. They are likely to pick a media team that has a big audience base. According to Hart (2006), technology improves ease of reaching audiences. In addition, technology has led to an increase in media houses that result in fragmentation of audience. Early media houses enjoyed the privilege of large audiences. The current technology age, competition and advancement of mass media industry has reduced the large audiences to smaller groups because of time factor. The audience can only engage in one specific activity at a time. However, representation relays information and generates fame for a particular media house resulting in enlargement of the house’s audience network. The audience is divisible into several entities includi ng adults, children, communities and vulnerable groups. Individual persons make up an audience but exist as several independent entries (O'Sullivan, Dutton, & Rayner, 2004). This implies that each individual in the audience perceives the message, internalizes and interprets it differently. Representation of the initial message may not achieve the intended purpose or undergo distortions that misrepresent the initial message. Similarly, a text that does not impress primary listeners may fade from their thoughts making representation minimal. The creator must ensure he generates interest and excitement among his primary listeners. There are two types of mass media audience, niche and general (Nightingale, 2008). The general audience includes all or several categories of community classes that relay messages on large scale. A niche audience is a small group that is capable of influencing major changes in the community. The audience is further divided along social status and economic lin es (Nightingale, 2008). Two theories try to define media with regard to audience. They are hypodermic syringe theory and culmination theory. Hypodermic syringe theory dictates that mass media acts as a syringe that injects attitudes, beliefs and ideas into unsuspecting public (Hanes, 2000). The public that serves as the audience is deemed powerless and vulnerable to messages and images broadcasted by media. The impact may be positive or negative. For instance, watching many violent movies may turn a person into a

Analyzing a disaster Essay Example | Topics and Well Written Essays - 2000 words

Analyzing a disaster - Essay Example ress the various aspects of risk; indicatively, risk theorists have referred to risk as an indication of ‘moral hazard or conflict of interest’ (Roy, 2008, 122); from another point of view, emphasis is given on the emergent character of risk (Guerden, 2003, 78) – in terms that if there is no appropriate plan of action the occurrence of a disaster can lead to severe damages. Current paper focuses on the examination of risk management in banks; a specific part of these businesses’ activities is examined – the management of personal data of customers. It is proved that the risk involved in the management of customers’ data in banks can be significant; however, with the implementation of appropriate policies this risk can be limited – the use of risk management cycle for the control of risk involved in the management of personal data of customers in banks has been proved to be the most appropriate solution for addressing the specific proble m. Relevant literature is also used in order to highlight the various aspects of risk in the specific sector but also to evaluate the effectiveness of risk management cycle in relation with the specific business sector. The management of data in banks is a demanding task; the management of personal data of customers – which is the issue under examination – often fails to meet all the standards set by the principles and rules governing the specific sector. The above failure is usually related with the high cost of systems required for the effective administration of the specific business activity; however, if appropriate risk management plans are implemented in advance the risk related with the management of data in banks is minimized. Quite often, personal data of customers are lost during the transactions developed in financial institutions – often the personal data of customers are lost even if no transaction takes place – i.e. while being stored in a bank’s database; therefore, the use of risk management