Marketing Strategy for Print Media

Marketing Strategy for Print Media 1. Introduction and Background About print media it is said that action people do in their daily lives, their sayings and the style adopted by them to say something is actually directly influenced and affected by their readership activity of news paper, whatever they read in the newspaper and see, it affects their actions. And this would be very true to say that print media was and is the major factor in developing and promoting the popular culture, few years back book reading was a very popular activity and was a very influential source for educating people. If we analyze in the recent history of media, it would be very difficult for us to ignore the importance and impact of the print media in peoples lives. Media is basically categorized in two famous segments named as print media and electronic media, electronic media is the one using electromechanical energy to give access for its contents to customer or target group, initially it was in the form of audio, video, multimedia presentation and CD ROM etc. now wit h passage of time becoming more advance in the form or more digital. Now the static one which is mainly print media, and this also very often use electronics to produce the contents but actually do not use electronics to be delivered to the end user or customer. News papers are actually customary publications of the contents like news, advertisements and entertainments etc. The total number of daily news papers around the world in 2007 was 6580,and about 395 million copies daily had been delivering at that time, but after global financial recession of 2008 a very significant decrease in the circulation of news papers and advertisements was seen. Global recession was not the only factor, a rapid growth in digital media and online alternatives to print media are also the root cause for this decline. And how come it is possible for us to ignore print media as it has contributed a lot to update the people about news and without any doubt it has the power to change the trend or to make the trends like fashion, food and other cultural programs. In this marketing project I have tried to establish that what is going to happen with print media in the future, which was and is a very powerful source for providing knowledge and to keep them up to date about what is happening in the world. And off course this is very unfortunate that print media in the current date is going towards decline at a high rate, a lot of reasons are there which have made the situation of print media like where it stands today. In this report I have tried to establish from different school of thoughts the future of print media, and their perspectives are mentioned about reasons that print media is suffering today, and what are the possible solutions and strategies print media can adopt to come out of this situatio n. 1.1 Case Study over Berlingske newspaper As a case study I have chosen Danish daily news paper Berlingske which is owned by a largest news publishing group Berlingske media. Among many other brands berlingske daily news paper is also a product of Berlingske media,1749 was the year when the foundation of Berlingske media were laid down, and at that time it was published for the first time. The history of Berlingske Media has a long story of success, and truly they are proud of it and have a big influence from the level of nationwide to local level titles. In 2011 the group has reached to the age of 261 years, and from Jutland to Sealand group is well-known, and group has its headquarter in the center of Copenhagen. Until the date group has the 2850 employees working for it, 1100 out of them employed in the head office. Today after a long struggle Berlingske media is now able to deliver the contents for web, radio, web-TV and print etc. Berlingske media has successfully produced very famous brands; some of them are Berlingske, B.T, ErhvervsBladet.dk, Urban, Dagbladet, Holstebro, Folkebladet and etc.Berlingske media today is in the position that they are producing and publishing 11 daily news papers national and regional, and about 47 local weeklies. Along with this group is also publishing one free news paper, one weekly newspaper and one weekly magazine. Berlingske media has developed more than 60 websites, and have the opportunity of web services, they are also owner of one web shop and are currently having five mobile sites. About 200 Medias are working in the country under the group. Activities of Berlingske media are not limited only to the extent of producing and publishing but also it has produced its own press and has the facilities of printing and afterwards has the services of distribution . Total revenue generated as a result of these activities was 3583 m DKK in 2007. So this is not very strange to say that group has created a capacity for reaching up to 2.5 million Danes every week, this is a brief introduction and history about the Berlingske media group but important to mention here is that further in the report focus will be particularly on the Berlingske news paper which is truly one of the famous brand of Berlingske media. 2 Problem Definition and Objectives 2.1 Aims and Objectives To establish the opinions about future of print media from different school of thoughts, and to identify what changes in the strategies might change the situation. Aims of this report basically are mainly two, firstly to highlight the current situation of the print media and its future, secondly to some extent identifying the benefits and some possible successful strategies which might change the situation for print media. As it is already mentioned that as a case study Berlingske daily news paper has been chosen, so the main objective of this report is to purpose a possible marketing strategy for print media of Berlingske, so that it can be able to maintain its competitive advantage and leadership. 2.2 Research Question At the quite initial stage prior to this research project in a session we were asked by our supervisor Andreas to work together in group for the selection of the research topic, so all the instruction that were taught to generate the ideas and then turning the ideas into research question and objectives has been taken into considerations. For instance in the capability section it is mentioned that access to data is would be easy or not, as the author is an employee of a distribution company which delivers paid newspaper at night. So it was not a complicated matter for making a survey to get the data. So in the light of individual advice session with supervisor and theoretical work I have made my research question or the problem statement as follows. 2.3 Problem statement What would be the future marketing strategy of Berlingske newspaper to sustain itself in the presence of electronic media? 3 Conceptual framework 3.1 Literature Review After the World War (ii) like many other countries in Denmark news papers declined rapidly but particularly in the recent years the ratio was too high to decline and that is from 1,600,000 per day circulation to 1,130,000.Among almost 32 daily news papers Berlingske news paper is most prominent figure in the context of newspaper circulation. Berlingske media which is owned by a UK based Mecom Group plc has maintained its position in the industry after having different activities of mergers and alliances with other newspaper companies. Decline can be significantly analyzed as in 1993 74 percent of the mature population is been reading one newspaper daily, it decreased in 2006 to 72.5 and in 2008 it was 68.9 percent(Jauert, 2010). Danish daily news papers had a very sever war for the advertising revenue in the past, which resulted in the loss of revenue for many companies as they trapped in the competition and tried to lower down the prices and finally got a big loss. In 1995 Danish newspaper were sharing 35 percent of the overall advertising market which was in came down in 2005 with 27 percent and in 2008 it became 19 percent. And this situation developed because of the main route cause of internet advertisement (Jauert, 2010). As a solution to the problem Berlingske media now changed the strategy and started to publish two of the free new newspapers, and the loss for publication of these two was about 1 million DKK every day. They also had been affected by the major pronlem of the distribution for these papers, and many of the free news papers could not survive because of the decreasing revenue from advertisements and also because of having great difficulties and cost problem in distribution. A common distribution company was founded by â€Å"MetroXpree† and â€Å"24Timer† in 2007 (Jauert, 2010). Here its important to mention that in regards to paid news papers Berlingske here adopted the proactive strategy or in other words strategy is called first mover advantage,the cocept is presented by Vaccaro (2009) who mentioned two strategies,one is called proactive or assertive and the second is described as reactive or defensive approach,the difference between these two is the implementation of the strategy according to the changes happening around in the environment. Second one becomes activate when changes in the form of threat or opppurtunity already occurred, but in the proactive approach company has to be active before some thing from the external environment happened. So talking about Berlingske media it is very clear that they preferred the proactive approach as free launching of news paper Urban represents their activity. Then another free news paper comes in the market called Urban which is product of Berlingske Media, and statistics revealed by Dansk Oplagskontrol(Danish Bureau of Circulation) of 2008 showed that 15 weekly and 49 monthly magazines were there in the market, and according to Jauert weekly magazines were distributed in 1.8 million copies in 2008 whereas in the same year 1.140 monthly magazines were distributed. But this ratio has continnuosly been decreasing and as a result in 2006 it was 1.6 million for weeklies and 1.3 for monthlies and further in 2008 it became 1.4 million for weeklies and 1.3 million for monthlies and quarterlies (Jauert, 2010). It is now very clear that and also its been proven that print media is not off course dying but on the other hand growing worldwide, there is no doubt that digital world has captured most of the media and this is said to be their age but even in this situation print can not be avoided. The print media market now started offering a variety of product and is mainly divided into two broad categories which are respectively commercial printing and periodicals. Commercial printing is often used on some occasions context for example making of broachers and cards etc. but the periodical printing includes the products in the routine like newspaper circulation and magazines etc. (Kipphan, 2001) Today the business publishers are having a very bad advertising sales and the economy in many recent years could not contribute to the publishers, so to achieve the success in this digital era it is very important for publishers to come with variety of products and services, so they can fulfill the demand of the reader as well as of advertisers. (Jim Kilmetis, selling communications Inc, Future of Print,2004). Recently a new terminology has been introduced about the integrated media and marketing models, but to make this new model on the way of success and for the purpose of implementation it will obviously be a need of skilled and broad minded people. The fact of the matter is that there are off course some problems which readers and publishers face when using print publications, for readers the problem is that they can not be well addressed to the information they want acquire, from advertiser point of view after having a campaign for anything it is not possible to measure the affect. (Jim Kilmetis, selling communications Inc, Future of Print,2004). But in this kind of circumstances would it be possible to for print publishers to make a solution to the problem, and the answer is yes, off course they can have the opportunity of zero based assessment where they can understand to what extent their information structure is dependent on the print and advertising and what strategies can be adopted to align them in current market place. Not only this they also have a big advantage of technology to use for the progress on integrated media and marketing. Today technology became so fast that publishers can be able to control all medias by using an integrated platform. (Jim Kilmetis, selling communications Inc, Future of Print, 2004). To achieve the success in the current date it is of vital importance for the publishers to make a shift, change is now necessary expertise are required to bring that change, it would be considered that what is demand of people how they want to acquire the information. Time is changed today, old models and theories are no longer very fruitful and now according to the changing environment many publishing companies have their websites to meet the competitive edge, as they are offering related services through these website but important point is to consider all this as an initiative. Internet features must be used for the purpose of distribution and other stages of the traditional publications. (Jim Kilmetis, selling communications Inc, Future of Print, 2004). 3.2 Other Concepts from Related Work Here another perspective comes from Schibsted, a Norwegian news paper, this is said about it that if they would like to greet anyone visiting them, it is hand operated printing press which was actually bought by the founder of this group Christian Schibsted in 1856.This was initially established for only the purpose of printing, mean printing for others, but later on it started to make its own publishing, now the point which is to be noted that there is no doubt that the company did not compromise for presenting their machine as a proud for them, but even then this is also the fact of the matter that they are now trying to run away from the print. As they got a loss in having activities in the print publications, And like many others they also adopted the policy for being online and got 35 percent of the operating profit after activating online activities. (The Economist, 2006) The news paper industry after the success news of Schibsteds started to join their footsteps, as industry was declining day by day, but this successful experiment of being online by Schibsteds changed the environment to a great extent. Schibsteds actually developed a web site for their established news paper industry and also many others like Sesam a search engine comparable with Google etc. But if talking about the news paper industry particularly then the situation is very alarming that even Schibsteds seemed like hopeless. (The Economist, 2006) Ron Miller suggests that if we analyze and compare the situation in the context that in the past if we wanted to establish a set up for the news publication or for the magazine production, that was clearly meant to have a good resources and wealth to do that, he mentioned that in the past news paper industry had been relied very much to make the news paper available for us, and they got a lot of benefit out of this. But today the situation is changed totally. (Miller, 2009) Miller further describes the situation in the way that today it became very easy for any kind of content publications to deliver it online. There is no need of big staff and large set up like a factory process to achieve this, not only this it is very obvious that ad dollars is moved to internet now. And now this is happening in a very speedy process that now we get the news right after it occurred. So due to these circumstances now the situation is happened to be like that newspaper industry failed very badly. Considering the 2009 statistics of FOLIO 279 magazines were closed, and only 77 became possible to launch,105 newspapers were closed in the start of 2009.This is not the case only with the small business of newspaper industry, it happened with large companies as well, for instance New York Times is rapidly declining towards destruction and has come to the level that they now considering to sale their Manhattan headquarters. (Miller, 2009) Dan Haight described a particular segment of advertisement that advertisers became very smart today, as they dont hesitate to adopt any kind of medium to reach their consumer. He feels that this is very possible that advertisers will used to go at the door steps of their consumer and ask for the consumption in very near future. Further He described the situation about the future of print media that it has to focus on the advertising, Haight believes that in future off course print is going to play an important role, the only need is that print media should be able to carry the messages from the advertisers and at the same time advertisers would have to keep in mind that they advertise exactly what consumers demand is and at the appropriate time when consumer really want to consume this. Because as technology becoming advance day by day, the consumers are getting more empowered so in this situation there are almost no chance for advertisers to make any mistake or error. (Haight, 2005) According to Gene Gable the defenders or the supporters of print media are always been arguing that print media due to its nature of giving the impression of touch will not lose its position with other medias of digital world.Defenders of print media said that you can take the news paper with you into bathroom,but at the same time from other side very comprehensive answer comes that off course is true what is been argued by supporters but what about the new generation who is coming with the digital world. And after analyzing different surveys and statistics here Gable describes the situation about the current existence of ours, according to him the situation of print media decline is more sever among the kids and in the age group of 65, He further explains that may be they are very much used to for the internet, they buy a very few news paper today. (Gable, 2007) Gable also mentioned that predictions of Dire publications about the sever decline of news paper industry were quite true as many of the analysts showed that this situation can be even worst. In America the decline in the newspaper industry circulation was 2.8 percent daily and 3.4 percent on Sunday, if talking internationally the trend is also downward as in the biggest newspaper industry of China the revenue by ad decreased by 15 percent and also the ratio of newspaper readers decreased very much about 1.3 percent since 2003 and it was said by government that industry is entered an ice-age. The case with the developed and established industries is also not very much satisfactory, as in Germany the ratio of circulation declined by 9.35 percent, in France by 5.7 percent ,Italy 4.49 percent, Netherlands 11.13 percent, Denmark 11.5 percent and the united kingdom 12.5 percent. (Gable, 2007) In another article by Ron Miller suggested that with passage of time media companies are caught up with recent changes that are brought by internet. Ron believes that if old media companies do not update themselves with these changes of recent history, they will become late in the game as this is very obvious that these rapid changes and the internet enabled media knows better delivery channel than old media. According to Miller problem actually occurs when old media companies treat the new digital world as a different thing to them, they separate internet from their traditional media. But author believes that this is wrong mindset as according to him they can open new horizons of success if they work together. He made his case strong by giving two examples; one of Greyson Chance who uploaded a song by playing a piano, other one is of Dave Carroll who also made a YouTube video of his song â€Å"United Breaks Guitars†. In both cases author describes that when were being picked up by the print publishers and TV, their views turned in millions, finally Miller concludes that if the old companies want to be on the path of success then it is vital for them to understand the different ways for combining with digital delivery channels (Miller, 2010). 3.3 SWOT Analysis To reshape a strategy for any company or to make a totally changed new one, it is very important to understand about the capabilities required to achieve the goal.SWOT analysis actually tells us about the health of a company and that where do it exist, this cannot be used to plan a new strategy or to give the solution for any existing deficiency in the organization. SWOT analysis is quite helpful in identification of problem area so it became easy for the people in management to take the decision accordingly. SWOT analysis consist of four parts to make an analysis of adopted strategy of any company, and to make this analysis successful and objective, this is required that company dont hesitate to be a critic of its own. And adaptation of such an analysis might lead the company to understand the areas where they are powerful and so they can emphasize on these areas to utilize the opportunities they can have. SWOT stand for strengths, weaknesses, opportunities, and threats. Two of them are the internal to the company, strengths and weaknesses is actually a measurement of where company does exist currently, whereas opportunities and threats are the external factor to company, after this stage of identifying and examining the both factors, then companies might be able to analyze them to make a balance between these factors. Strength of a company is very important to identify as it might be possible that company could not realize that what is they are good at, which is actually their strength, what are the key factors making company on the way of progress. Similarly the weakness is an area of the company where company is not performing well, it is important in this regard that sometimes misinterpretations of the things might lead a company toward a problem, misinterpretation means that something which was really important to the company but perceived as less important and could not be focused. But opportunities are some external factors happened in the environment that becomes favorable to your business, these factors extra ordinarily affect the business strengths, weaknesses, and threats and are helpful to improve the business. Threats are the external conditions that are not in favor of business of company, while doing business it is not very unusual that business face different threats, theses might o ccur at any time. Now by keeping all this into considerations Berlingske news paper is been analyzed to have an understanding of its current performance and capabilities, so talking about the strengths first it has been analyzed that since the Belingske news paper and media is the largest and oldest in Denmark so it has developed a strong customer base, as with the use of new technologies and strategies now capable for reaching about 2.5 million Danes every week. News paper has developed a strong relationship with their customers by fulfilling the demands of their customer. Berlingske has been considering the customer relationship mangment strategy to build the long term loyal relationship. Another strength of Berlingske is demand of its print publication from a specific segment of its customers,these are educated people and have the know how of business and also people from elite class,as their demand for the print publication in spite of all the revolution in technology and digital online media can not be decreased.so this demand for the print publication is increasing as a strength of Berlingske news paper. Also Berlingske has strong infrastructure, as it is already mentioned in the introduction of case study part that Berlingske management owns aroung 200 medias, and 11 dailies and similarly magazines and weekly newspaper, so it has proven that they have the right capabilities to manage all this, and due to best practice of CRM strategy implementation they have the strength of direct interaction with their customers and changing the policies accordingly. Berlingske news paper is today after a long struggle is recognized in all over Denmark and now Berlingske is name of brand. And recognition of the brand is a very powerful strength for any company, because some times for the purpose of making balance in some hard times, brand name can be used to adopt a different strategy to generate revenue by new ways. Weaknesses for Berlingske print publication is mainly like many other print publications that with changing environment of the digital world,print is seemed to be as outdated technology, along with this in the long journey of Berlingske, it has been under many different leaderships, and as every new management would have its own goals and priorities. So talking about the opportunities of Berlingske it is vital to mention that with the revolution in the online technology and digital media there are many positive outcomes for Berlingske print publication, first of all now with advancement in the technology it became easy and also very cheap for direct marketing with the customers, as it has been mentioned in case study part that berlingke group has developed more than 60 web sites,so to get a subscription for any willing customer it became very easy to do that just with click of mouse. So due to this more and more customers are being attracted. Also because of the advancement in technology and the use of computer has made Berlingske to produce their contents with a less investment or in other words cost is decreased to produce and deliver the content to the end user, and because of technology enabled factors bugdt with out any doubt is increased, that is a necessary element to maintain the competitive advantage for Berlingske. Regarding the threat one thing which I feel is necessary to mention that there was an opinion from one anayist that income which print publications have some times beomes equal to the cost for collecting news and other contents and then circulating and publishing them to the customers. So the actual revenue generator for print publications is advertisement dollar. So in the case of Berlingske this is also a threat that as advertisers now in this date increasingly prefer the online medium, so day by day this segment of decreasing advertisement is a biggest threat For Berlingske. 4 Research Methodology My project is a research based project. So I have to use some research approaches and methods or techniques to carry out this project. For this purpose I studied some books related to this topic. From these books I got the guidelines about how a research is conducted. First I would like to explain what is a research? Research is a systematic way to investigate the solutions of the problems. Research is not a single step but it is a brainstorming. It involves multiple steps that the researchers have to follow to conduct their research. I have also planned to follow the same research process to respond the research questions effectively. Through this process I was able to collect the data and then performed analysis based on that data. To get better understanding, research process is shown in the following figure. After exploring different research methodologies and techniques, I have made plan to use qualitative approach in my research project. This approach is suitable in a short period of time. This helped me to gather the data and find out the solution of the given research question. Under this approach I used different techniques to investigate the solution. 4.1 Literature review In this research project first I have planned to review the related literature in order to enhance my understanding on this area. I have planned to make literature review as the base of my research work. I studied and reviewed different articles, unpublished documents, journals and papers, books of different authors on the topic ‘Print media and electronic media. Literature is the best tool particularly in my area of research to get the optimum data within short period of time. It is an effective and cheap source for data gathering. Literature survey may provide a strong foundation for further research (Blaxter, Loraine, Hughes Christina, and Tight Malcolm, How to Research). â€Å"‘Literature refers to all available research on this subject and ‘Literature Search refers to the process of finding the material and a ‘literature survey simply describes the literature which exists (Blaxter, Loraine, Hughes Christina, and Tight Malcolm, How to Research). This technique produces reliable and consistent data which can be analyzed and generalized with more assurance. Thus the data achieved is easy to manage and further field work is not involved (Verma Gajendra V, Mallick, K, and Neasham , Perspectives and Techniques, 1998). I have carried out a comprehensive literature review to explore what has already been done in this area, what are the strategies that push a business towards upside. Based on the literature I have tried to produce a quality of data (Blaxter, Loraine, Hughes Christina, and Tight Malcolm, How to Research). 4.2 Informal discussion Informal discussion has been carried out for this research study. Informal discussion means no preplanned schedule and no formal layout. It can occur at any time at any stage. I conducted informal discussion with the colleagues that are doing business study or have some sort of business experience. From informal discussion I got many new ideas and new directions for this research work. 4.3 Conduct Survey Survey is an excellent and cheapest way to retrieve the data from the users. I have also planned to conduct the survey in my research work. This technique is supportive to further evaluate the results. For this purpose a questionnaire has been prepared under the light of data that I have retrieved from literature and informal discussion. Questionnaire is designed in a careful manner so that it is easy for the users to answer them. Questions are clear and close ended. There is no redundancy among the questions (Preece, J., Rogers, Y., and Sharp, H., Interaction design: Beyond human-computer interaction, 2002). Target users of the survey are those who are doing business study or having business experience and background. 4.4 Case study-Berlingske newspaper: Case study is a qualitative approach in which we further narrow down our research. Similarly I have planned to conduct the case study in my project. Initially I have explored such business strategies due to which print media can survive in the presence of electronic media. But further I have investigated business strategies that particularly supportive for Berlingske newspaper. Because, I have chosen Berlingske newspaper as a case study in my research work. 5 Data Collection After declination of print media there is a great pressure on newspaper and magazines companies. They are losing their business and their revenue is coming down. Marketers have changed their trend and they switch on to the digital media. They have built their own sites. To survive in digital environment print media needs to switch online and they charge for contents online as they are charging previously. But this is not successful effort as readers pay for only those contents which they cannot fine anywhere or which is hard to replicable. For its survival print media needs to adopt the following strategies. They have to focus on different ways and business techniques to enhance its revenue. 5.1 Build Deeper Relationships Leading marketers have strongly realized the power of digital media. They are expanding the boundaries of digital innovation and spending much more on own web sites, mobile applications, interactive kiosks in order to deliver more targeted contents to the consumers. The

Negative Influence of Social Media Essay

Today, Mass Media is notoriously known to project a negative influence on teens and society. It manipulates several aspects of our lives including, but not limited to, the choices we make about our overall physical appearance, how we perceive beauty, healthy decisions we make regarding drug and alcohol use, engaging in premarital sex, and our peer and social interactions. We emulate what the media portrays as acceptable and desirable, though it goes against the norms and values put forth from society. As we mature, our goals and values seem to change as we break from the traditional values and connect with those portrayed as cool and current, through the media and pop culture. During adolescence, one often struggles with choosing between what is right from wrong and the media often accentuates the lives of celebrities. Young children are known to emulate their role models, unconscious of the consequences that may result in their actions. The media has been proven to be detrimental to the health and lifestyle of the youth. The media has a strong impact on the appearance satisfaction of today’s youth. Young women are constantly comparing their bodies to the ones seen advertised on television commercials. Around 10 million females and 1 million males in the United States are suffering from eating disorders such as anorexia, bulimia, etc. After seeing these beautiful and flawless models on billboards and advertisements, many women are disturbed with their personal body images. This is known to be a main contributor to eating disorders around the world. Thus, the media has the effect to change one’s mental set up. Beauty and Body Image in the Media† is an article that explains the negative affect the media has on young women and how they view themselves. Images of female bodies are seen in films, TV, magazines, ads, etc. These models are engraving the perfect body image into the minds’ of the youth. Women’s magazines are full of ads influencing women that if they lose weight they’ll have it all. Researchers have observed that these images of thin and airbrushed models are associated with depression, loss of self-esteem, and the development of harmful eating habits. It’s been suggested that almost half of all preadolescent girls are dissatisfied with their appearances and either diet or think about dieting. Further, 50 to 70 percent of average weight girls feel that they’re overweight and 90 percent of women are frustrated with their body images. These advertisements are not only advertising their products, but they’re also selling an entire way of life. The media promotes tan, fit, and outward physical perfection in men and women. It is not only middle-aged adults who seek cosmetic surgery to alter their appearance. Today, children also undergo cosmetic procedures. In fact, in 2005 it was reported that children under the age of 18 underwent approximately 333,000 cosmetic procedures. Some included liposuction, breast augmentation, otoplasties (ear pinnings), and rhinoplasties (nose jobs). Teenagers of both genders are trying to acquire a perfect figure rather than living a healthy lifestyle and appreciating themselves for who they truly are. The media also has a reputation for promoting unhealthy choices, such as unprotected premarital sex and drug and alcohol use. The media is sending the wrong message to young adults that taking part in these activities is okay. The article, â€Å"The Media’s Influence Undermines America’s Morals†, by Tim LaHaye contains numerous examples of how the media is detrimental to the future of the United States. AIM, Accuracy In Media, and PMRC, Parents Music Resource Center, are organizations that support government regulation of the media. They believe that the media is destroying our culture and altering our values. Moviemakers, producers, and journalists are provoking sexual immorality in our society by explicitly exposing and promoting sexual relationships. The media is even found glamorizing teen pregnancies in the MTV series, 16 and Pregnant and Teen Mom. LaHaye states that, â€Å"the media’s power is seen in its degrading influence not only on the nation’s morals, but on†¦ virtually every area of life. † Music also plays a huge role in influencing teens toward becoming sexually active and provocative. â€Å"Rock Music Has a Negative Effect on the Youth†, by Rob Lamp is another article which states that rock music is somewhat accountable for the increase in teenage pregnancies. A counselor for pregnant teenagers believes that young girls are emulating celebrities. They are buying their albums and dressing like them. Today, 30 percent of all women loose their virginity before age sixteen. Violence sexuality has also become popular in music videos and song lyrics. Rap lyrics are being criticized by child advocate groups such as the American Academy of Pediatrics, for imparting the wrong message to the youth about sex and drugs. Misogamy is a derogatory or hateful comment geared towards girls and women and a lot of rap artists tend to include misogamy in their lyrics. The  APA has determined that today’s youth actually spends more time listening to and reading to the lyrics via the Internet to their favorite music than they do watching television. This council urges parents to be vigilant when it comes to knowing what their children are listening to. Lamp also states â€Å"the kind of electronic music played at raves has been associated with the use of drugs and alcohol. † The Robert Wood Johnson foundation backed a report titled â€Å"Substance Abuse: The Nations Number One Health Problem†, which shows juveniles are starting to use drugs and alcohol between the ages of 12 and 13. In fact, by eighth grade 52 percent of adolescents have used alcohol and 20 percent have used marijuana. This figure jumps to 80 percent use of alcohol and 49 percent use of marijuana by the 12th grade. A research conducted in 1997 showed that in the 200 most popular movie rentals, alcohol appears almost 93 percent of the time and illicit drugs appeared roughly 25 percent of the time. Further, of the 1,000 most popular songs, 27 percent were shown to include alcohol or drug references. These numbers have surely risen since 1997. In addition to music videos and song lyrics promoting premarital sex and drug/alcohol use, this form of media is also seen promoting violent behavior among adolescent teens. Robert Lamp also believes that â€Å"heavy metal and rap have been associated with reckless behavior and below-average academic performance†¦ heavy metal and rock music have also been associated with an increasing risk of suicide, depression, delinquency risk behavior, smoking, and conduct problems† (Neale 1). In recent years, lyrics are becoming more vulgar and inappropriate. The violence heard in rock music instigates adolescents to commit violent crimes. In Northport NY, a seventeen-year-old boy was slaughtered; the names of Ozzy Osbourne and his former band members were spray painted at the crime scene, along with many satanic symbols. Doctor Guttman, a Professor of Psychiatry at Northwestern University states that, â€Å"Rock has so often been involved in these things (violence, teen suicide, etc. ) many of us in psychiatry have had to take it more seriously. † 45 percent of about 1,200 rock music videos supervised were viewed as explicitly violent. Video games and movies also play a prominent role in promoting violence among youth. The article â€Å"Most Teens Play Violent Video Games†, by Ben Berkowitz and published in the Washington Post, states that â€Å"70 percent of American teenage boys have played the violent, but popular â€Å"Grand Theft Auto† video game, and they are more likely to have been in a fight than those who have not played. † It is clear that the violence depicted through these games are mimicked by youth who have difficulty distinguishing between fantasy and what is appropriate and acceptable in a realistic environment. Tim LaHaye gives a real life example of how the media affects certain people. In San Diego, a High School honor student watched An ABC horror movie on the life of Lizzy Borden, an infamous axe murderer in the 1890’s. After viewing this film, he decided to murder his mother, father, and sister. These examples illustrate how juvenile violence is promoted through music, video games, and movies. We live in a society that depends greatly on the media to impart information, allow for communication, and provide entertainment on a regular basis throughout our daily lives. It is vital that we are attentive and vigilant in deciding what our youth should be allowed to view and listen to, as we know there is a direct connection between what one consumes and what one in turn values, how one behaves and how one interacts in society. Too much exposure to the negative aspects of the media can be detrimental to one’s mental, emotional and physical health. The media influences how we perceive beauty, the healthful decisions we make, and how we interact socially. The negative media is harmfully transforming our ethical values of life and our outlook on society.

Asian Students and Colleges Essay - 1386 Words

Many people assume that Asians have it the easiest of all the races when it comes to applying to top tier schools. Not only are they â€Å"naturally intelligent†, they are also a minority meaning they can reap the benefits of affirmative action; therefore, they must be able to easily stand out against White applicants with a comparably high academic record. Surprisingly, studies show that the opposite may be true. Asians admission rates in top tier schools like Harvard suggest that White applicants may be chosen over an Asian applicant with the same qualifications due to higher expectations for Asian students. These unofficial discriminatory policies have the exact opposite effect of affirmative action: giving advantaged Whites preference over†¦show more content†¦Yet despite numerous roadblocks, the emphasis on hard work and education in most Asian cultures has allowed them to excel above and beyond expectations. On average, Asians score higher than any other race on the SAT (Washington, 2011). In highly selective High Schools that require application based on merit there is often an Asian population that is disproportionate to the Asian population in the surrounding county. In Thomas Jefferson High School in Fairfax County, one of the top high schools in the nation for math and science, subjects Asians generally excel in, Asians have surpassed Whites in enrollment. The student body of Thomas Jefferson is fifty-four percent Asian, an astounding figure when compared to the mere nineteen percent Asian population in Fairfax County (Shapiro, 2013). n.d.). Unfortunately, this success also led to the stereotype that Asians are naturally intelligent as well as create a higher standard for Asians, undermining the hard work and dedication many put into academics. There is evidence to suggest that Asians are often held to a higher standard when applying to colleges, especially highly selective colleg es like the Ivy League. In a study by sociologists Thomas Espenshade and Alexandria Radford of students who applied to selective universities, results showed that white candidates were â€Å"three times more likely to be accepted than Asians with the same academic record† (as cited by Chen, 2012). The discrimination isShow MoreRelatedHigh Expectations From Their Family Members And Parents1352 Words   |  6 Pagespressure many Asian students receive from home and society is back-breaking. It is physically and mentally demanding. There are intimidating voices whispering through our ears, pressuring us to do the best, be the best and remain the best. HVCC is out of the question. We are expected to get into the best schools in the country. What if I don’t want to go to college? Ha! That’s a good one. Even with the high expectations from home, colleges and universities have them too. Especially from students of AsianRead MorePositive And Negative Stereotypes Among Community College Students Essay1424 Words   |  6 PagesThe purpose of this paper is to define the positive and negative stereotypes among community college students. This paper presents a brief review of diverse social biases and comprehension of Asian student’s stereotypes and discrimination in community colleges. Stereotyping people makes you ignore their individuality, but on the other hand, it helps you to find people who most likely will match who you are. Many people don’t know the real meaning of the word â€Å"stereotype†. Stereotypes are alwaysRead MoreEssay on Affirmative Action Discriminates against Asians1146 Words   |  5 Pagesa â€Å"plus factor† for minority races but it has developed into a disadvantage for Asian-American students who demonstrate academic excellence. They often find their achievements overlooked because of their racial background (Bronner). Although affirmative action was created to prevent the discrimination of minorities in the United States, Asians are instead deprived of their fair chance to gain acceptance into college. These policies claim to help the disadvantaged, but if â€Å"preferences were truly meantRead MoreAsian Americans Academic Success1728 Words   |  7 Pages School Attendance and Family Expectations Among Asian Americans Race, gender and education are status determinants in today’s society. Asian Americans’ academic success comes from a combination of helpful parents, a motivation to succeed, a supportive academic space, a supportive community and economic resources. In this paper, I will argue that Asian Americans attend college due to their cultural roots and familial expectations. 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A sense of self-reliance and independence are considered normal and desirable. Markus and Kitayama (1995) further noticed that most Asians cultures emphasize and identity that is based on conforming to the ideals of the community, religion and family. The importance of collective efforts and association with a group are instilled in Asian cultures. The Japanese and Chinese cultures encourage children to value and cherish collective honors through group work and to be modest about theirRead MoreIs Affirmative Action Racist? Essay1523 Words   |  7 PagesIt is responsible for colleges discriminating against Eastern Asians and whites and for employers hiring workers based off of skin color rather than skills or experience. People can’t change their race (ex cept for former president of the Spokane N.A.A.C.P. chapter, Rachel Dolezal, apparently), yet many colleges and employers favor certain races over others by using quotas, or a fixed number of people of each race. U.S. News ranks Harvard University as the number one college in the world. HarvardRead MoreAnalysis Of The Article The Model Minority Losing Patience 1278 Words   |  6 Pagesgrowing problem between Asian-Americans and the American society. A growing issue is that minorities, especially Asian-Americans are being judged based on their race rather than the accolades and achievements they have accomplished. In the article â€Å"The model minority is losing patience,† the article discusses about a high school senior by the name of Michael Wang, who was denied six out of seven Ivy League colleges, even after coming in second place in his class of 1,002 students for academics, scoring

Artificial Heart Devices Essay - 1776 Words

Artificial Heart Devices In its never ending pursuit of advancement, science has reached a crucial biotechnological plateau, the creation of artificial organs. Such a concept may seem easy to comprehend until one considers the vast knowledge required to provide a functional substitute for one of natures creations. One then realizes the true immensity of this breakthrough. Since ancient times, humans have viewed the heart as more than just a physical part of the body. It has been thought the seat of the soul, the source of emotion, and the center of each individuals existence. For many years, doctors and researchers left the heart untouched because they thought it was too delicate, too crucial to withstand the rigors of surgery.†¦show more content†¦Artificial heart devices are indeed a biotechnical wonder. Although they are not yet perfected for permanent implantation, they are the most reliable substitutes for bad heart parts until other functional, transplantables can be located. The Jarvik-7 was the first artificial device heart which was created by Symbion Incorporated. This system was used to replace the heart of Dr. Barney Clark, the first artificial heart patient. The device lasted for one- hundred and twelve days before Mr. Clark sank into an agony of complications and died. The Jarvik-7 was implanted four more times to replace failing hearts, with similar results, before the federal authorities halted the procedure. Other devices have made progress since the Jarvik-7. One of the more successful inventions is the left ventricle assist device (LAVD). This device incorporates a host of hard won technological advances. Perhaps the most important is its quot;bio-compatiblequot; materials, which have allowed the LAVD to function without problems for well over a year in a patients body. The LAVD has been implanted in more than seven hundred people for up to seventeen months, as they have awaited human heart transplants(Stipp 38). It is difficult to fathom the great scientific ingenuity that was required to develop these devices. However, we must not be blinded from seeing the whole picture. In assuming its role as a boostShow MoreRelatedEssay on Artifical Heart Can Save Lives554 Words   |  3 Pagesneeded a heart transplant? Their heart was failing and the only way that they could continue to live and escape death was to have an operation to transplant their heart. But what if there was not a heart available for them when they required it the most? An artificial heart transplant would be a great option that could save their life. The artificial heart is one of the greatest inventions ever invented. â€Å"Dr. Robert Jarvik is widely known as the inventor of the first permanent total artificial heartRead MoreFrankenstein Science Fact Or Science Fiction?1735 Words   |  7 PagesFrankenstein Science fact or Science fiction? 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As of May 2001 officials of Abiomed Inc., which developed the mec hanical heart, said that beginningRead MoreHistoric Journey into Outer Space577 Words   |  2 PagesThe first of this myriad of technological advances is the artificial heart pump, called the MicroMed DeBakey VAD heart pump. It is a ventricular assist device that serves as a temporary solution until a heart transplant is available. It works by pumping blood throughout the body to keep patients alive until a heart is available. David Saucier, a NASA engineer and rocket engine fuel pump expert, collaborated with Dr. Michael DeBakey, a heart surgeon to scale down the pumping technology used in theRead MoreCommon Use of Ceramics in Dental and Orthopaedic Applications1484 Words   |  6 Pagesthe ceramic can be addressed by lowering the grain size, lowering the porosity and using different manufacturing techniques like Hot Isostatic Pressing. Carbons, especially pyrolytic carbon, have been used extensively as the leaflets in mechanical heart valves. Carbons were chosen due to their resistance to degradation and low wear rate (Helmus et al, 2008). Pyrolytic carbon is used preferably in this application rather than other carbons because pyrolytic carbon is highly resistant to blood clottingRead MoreHuman Cosmetic Surgery and Prosthetic Device Implants Essay2595 Words   |  11 PagesHuman Cosmetic Surgery and Prosthetic Device Implants The human body is a collection of remarkable biological mechanisms that integrates features that can not be duplicated exactly. However, many modern prosthetic devices can add years to an individuals life, improve physical comfort and function, or in the case of aesthetic implants, improve emotional health. There are many types of implants that server a variety of functions that offer risks and benefits. Implants can server many purposesRead MoreDescription Of Edwards Sapien Xt Transcatheter Heart Valve Replacement3502 Words   |  15 Pages1 Biomaterial Analysis of the Edwards SAPIEN XT Transcatheter Heart Valve Paul Borowick Grant Gangeness Shawn Hong Alex Nelson Contact info borow069@umn.edu gange024@umn.edu hongx079@umn.edu nels8100@umn.edu BMEN 3311: Biomaterials Date May 8, 2015 Professor Wei Shen 2 General Description of Edwards SAPIEN XT Transcatheter Heart Valve. Transcatheter aortic valve replacement (TAVR), or Transcatheter aortic valve implantation (TAVI), is a relatively new surgical procedure to combat aortic stenosisRead MorePrinting Organs And The Human Body1476 Words   |  6 Pagesorgan in layers. Advancements in transplants and artificial organs have already been executed and it will be very interesting to see what the future will hold, in terms of being able to recreate organs. Matthew Green left hospital and headed back home to his family after having his heart replaced with an artificial device made of plastic – the first UK patient to be discharged after having both sides of his heart replaced (How does an artificial heart work?, n.d.). Although this was not a printed organRead MoreThe Next Medical Advancement : Artificial Lung Transplant1399 Words   |  6 PagesDavina Lopez Ms.Loncono English 2 20 March 2015 The Next Medical Advancement: Artificial Lung Transplant The artificial lung is on a road to becoming the greatest thing in medical history. Over 200 million people suffer from respiratory diseases, 350,000 people a year die from lung disease and 150,000 more people require medical care for this disease. Individuals that suffer with respiratory diseases often need a caretaker to look after them if they cannot do basic things like use the restroomRead MoreThe Human Heart Of Cardiology1475 Words   |  6 Pages Cardiology The human heart has a special characteristic, it has its own electrical impulse, which allows it to beat normally outside of the human body as long as it has sufficient oxygen levels. The term cardiology refers to the medical branch which focuses on disease and irregularities of the heart. A cardiologist focuses on the individual area of the body that is the heart and these doctors focus on preventing and treating illnesses of the whole heart or single vessels or arteries. Technology