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Advertising and News University of Phoenix BCOM/426 August 23, 2010

Based on the current assignment for this week we have been instructed to watch or listen to a 30 minute news segment via either the television or by radio. There may not be any internet feed viewing and there should be commercials during the program we choose to view. For this assignment I chose to watch the morning local news program here in Corpus Christi Texas. Thankfully the city I live in is somewhat small and the local news is usually not so bad to hear, although you get your occasional homicide or violent crime. During the edition of the morning news there was mostly talk about the national news and world news but there of course were a few pieces on the local home front. The feel for the news affiliate that I chose to view was that of sheer professionalism and they reported the news in a clear and informative manner. They were objective in their reporting and delivered information in a manner that was not only clear and concise but interesting as well. They were objective in their report and gave the viewer no matter what their background was a straight and to the point delivery of the news. The news agency that I like to watch the most down here is an affiliate of ABC news and there are a few reasons why. There seems to be a real sense of because the news is reported in such a non objective manner and thus there is no bias in there reporting. I have watched several stations such as CNN and FOX news, and although they do report the news, there is almost a persuasive way that they deliver it. There have been several occasion when these networks have guest speakers or guests on the show and although I know it is their right to give their opinion, I feel that they can sometimes persuade the viewer to accept their way of thinking and thus the viewer really doesn't get to digest the information on their own accord. This type of persuasion is truly a turn off and the main reason I avoid these networks. The morning news network that was viewed for this assignment was not persuasive at all in their reporting and let the viewer judge for his or herself how they felt about what was being reported. It was mentioned earlier in this course whether we as an audience felt that the news should be reporting facts that the audience might want to hear or news that they needed to hear. There is a big difference between the two. If you want someone to report something to you that you want to hear it may not always be the truth because as the saying goes, the truth can sometimes hurt. If you feel that you want the news reported to you because you need to know than you will be better informed and that much more knowledgeable about current events although you may not always like what is reported. It is for this reason that I appreciated the news program that I watched this morning, because they reported what I needed to know, not what I wanted to hear. Another value that this particular network had going for it is that it did not find the need to over hype or sensationalize certain news stories in order to gain viewers or ratings. One of the biggest problems for news networks is the use of sensationalism to gain ratings for their networks. When you over hype certain stories or issues you cause there to be a somewhat stagnant news pool and it sometimes causes viewers to avoid tuning in to the news because they know that they are going to hear the same old thing. There are certain exception though that must be reported in a somewhat loud and frenzied manner and that is when people lives may be in danger. The tracking of hurricanes is an example or other potential catastrophes must be reported in such a way that the public can be informed and make timely decisions about what they are going to do secure their families from harm. I know that in this day and age of the media, it is important for news agencies to try to keep the news interesting in order to bolster ratings for the networks, but it is also their responsibility to report the news in a clear and concise manner because they possess the power to keep us informed. As far as the commercials that were viewed during the thirty minute news segment, they had nothing at all to do with the news stories that were being reported at the time. There was only one notable exception and that was of a personal injury attorney that had his commercial run at the end of the news segment. It is not known if this was done by sheer coincidence or if the attorney was smart and knew that because there were news of some accidents and injuries that he might garner some potential clients that might be able to use his services. I'm sure it wasn't a coincidence now that I think about it. The use of advertising and news has a very influential influence on our society because we often believe what we hear or see on television. The advertisers that try to influence us and our vulnerabilities such as that attorney I previously mentioned are out for one thing and one thing only and that is money. Although I know that there are honest people that provide services to the community they are also highly invested in generating revenue for their business or company, otherwise they wouldn't have taken the time and money to invest in commercials that air during the morning news. It is the responsibility of the news and advertising agencies to report information to the public as accurately and clearly as possible because unfortunately we live in a society where the news can often dictate how we think about many important issues.

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