...nowhere more visible than in the changing nature of the relationship between the world’s youth and their sense of identity (Solomon & Scuderi 2002:13). It has become commonplace to think of the world’s youth as that part of the community who are most receptive, or, alternatively, susceptible to, foreign cultural practices. If childhood means acceptance, and adulthood means conservatism, youth means rebelliousness. Youth are seen as the part of society that is most likely to engage in a process of Cultural borrowing that is disruptive of the reproduction of traditional cultural practices, from modes of dress to language, aesthetics and ideologies. From Japanese punk to Australian hip hop, youth subcultures are seen as being implicitly rebellious, born as much from a desire to reject the generation that went before them, as from an identification with what they have become. Exactly how accurate this widespread impression may be is difficult to assess. What is certain, however, is that the age of globalization, more than any other age before it, is an age that has both exerted great effects upon, and been greatly affected by, young people. Adolescents undergo the process of identity formation as one of their foremost development challenges. This paper addresses what role the mass media play in this process. One avenue of exploration would be to examine how the media can impact the adolescent’s perceptions of social reality, which could lead to the internalization...
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...MTV Networks: The Arabian Challenge TEACHING NOTE ABSTRACT MTV Networks (MTVN) had over the years developed a reputation for its ability to provide localized content without diluting what MTV stood for. However, the company faced the most challenging test in late 2007 with its launch of MTV Arabia in the Middle East, which some experts considered as the biggest launch in the channel’s history. While the market in the Middle East offered MTVN with huge opportunities due to its huge youth populace, MTV’s controversial content that was known for angering religious, political, and conservative communities could easily backfire in the conservative environment prevalent in the region. On the other hand, too much localization to suit the tastes of the region could dilute MTV’s global brand. The case discusses in detail the strategy adopted by MTVN to enter and expand in the Middle East and also the challenges faced by the channel. TEACHING OBJECTIVES & TARGET AUDIENCE The case will help the students to: • Understand the issues and challenges in entering and expanding operations in new markets which were culturally different from the organizations home/traditional/existing markets. • Understand the pros and cons of entering a new market with a standardized/adapted product to suit local preferences. • Analyze MTVN’s strategy in the Middle East, identify challenges and explore strategies that the channel could adopt in the future This case is...
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...BSTR/294 IBS Center for Management Research MTV Networks: The Arabian Challenge This case was written by Debapratim Purkayastha, IBS Center for Management Research. It was compiled from published sources, and is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. 2008, IBS Center for Management Research. All rights reserved. To order copies, call +91-8417-236667/68 or write to IBS Center for Management Research (ICMR), IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad 501 504, Andhra Pradesh, India or email: info@icmrindia.org www.icmrindia.org BSTR/294 MTV Networks: The Arabian Challenge “[…] MTV has a penchant for airing controversial material and making a mockery of convention. And of course, it’s an American brand… The challenge, therefore, is transforming a notoriously risqué channel into a Middle Eastern-friendly platform for music and creativity without stripping MTV of its edge. It isn’t without some irony that a channel known for angering religious, political, and conservative communities is operating in and catering to a region renowned for reacting (and sometimes overreacting) negatively to controversial content.”1 - Dana El Baltaji, Special Projects Manager, Trends magazine in Dubai, in 2008. “In many ways (MTV Arabia) is the epitome of our localization strategy. It’s a different audience (in the Middle East) but this is what we do --...
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...Chapter 12. & YOUTH INFORMATION and COMMUNICATION TECHNOLOGIES(ICT) The definitions and ideas applied to information and communication technologies and the modern media culture are examined in the beginning of this chapter. The characterizations of media culture are then explored from the perspective of young people, and the links between youth and ICT are investigated. The dominant cultural logic with regard to ICT is outlined, and different forms of the digital divide are presented. Some global aspects of ICT use among youth are reviewed, using both primary and secondary sources. New forms of youth socialization brought about by the emergence of ICT are examined, and the chapter concludes with a set of recommendations. INTRODUCTION Young people today live in a world characterized by dramatic cultural, economic, social and educational differences; individual circumstances depend largely on where a person is born and raised. More than 800 million adults (two-thirds of them women) still lack basic literacy skills; at the other end of the spectrum, the use of information and communication technologies (ICT) is skyrocketing. Notwithstanding the immense diversity in living environments, an unprecedented and unifying global media culture has developed that challenges and often surpasses such traditional forms of socialization as family and school. This complex cultural situation—in which young people are struggling to find direction in their lives or simply to survive, to improve...
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...rap, an art form and culture nearly thirty years old originating from The Bronx, New York, has provided a forum for Black and Latino youth to express their respective cultures and speak on a number of issues. Today, Hip-hop is a global phenomenon that appeals to almost all ethnicities and is synthesizing a new culture that goes beyond race, education, and income. Hip-hop has been under continual metamorphosis since its 1970’s inner-city inception. Some of the original artists like Kurtis Blow chose to lament everyday life in the ghettos. Others, Sugar Hill Gang among them, took a more dance inspired approach to the music. But for both these and other artists from the early years of rap through the late 1980’s including KRS-One, Public Enemy, Queen Latifah and LL Cool J, fast beats and socially relevant lyrics were among the primary components of the music. By the 1990’s a new face of rap music emerged. It began with Ice T and later gained popularity with artists such as NWA (Niggaz Wit Attitude) whose first album shocked and titillated the rap world with their obscene lyrical content and unabashed “gangsta” style, since then dubbed by the media as “gangsta rap.” Despite the growing acceptance of Hip-hop within white America and the middle class, Hip-hop is, at times understandable, also under siege. Comments made on rap or Hip-hop by Bill O'Reilly, popular talk show host on the Fox News Channel solidify that: Did you know that in 1999...
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...Background Nike is an American multinational corporation that is engaged in the design, development, manufacturing and worldwide marketing and selling of footwear, apparel, equipment, accessories and services. The company is headquartered near Beaverton, Oregon, in the Portland metropolitan area. It is one of the world's largest suppliers of athletic shoes and apparel and a major manufacturer of sports equipment, with revenue in excess of US$24.1 billion in its fiscal year 2012 (ending May 31, 2012). As of 2012, it employed more than 44,000 people worldwide. In 2010 the brand alone was valued at $10.7 billion, making it the most valuable brand among sports businesses. The company was founded on January 25, 1964, as Blue Ribbon Sports, by Bill Bowerman and Phil Knight, and officially became Nike, Inc. on May 30, 1971. The company takes its name from Nike, the Greek goddess of victory. Nike markets its products under its own brand, as well as Nike Golf, Nike Pro, Nike+, Air Jordan, Air Force 1, Nike Dunk, Foamposite, Nike Skateboarding, and subsidiaries including Brand Jordan, Hurley International and Converse. Nike also owned Bauer Hockey (later renamed Nike Bauer) between 1995 and 2008, and previously owned Cole Haan and Umbro. In addition to manufacturing sportswear and equipment, the company operates retail stores under the Niketown name. Nike sponsors many high-profile athletes and sports teams around the world, with the highly recognized trademarks of "Just Do It" and...
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...BSTR/294 ICMR Center for Management Research MTV Networks: The Arabian Challenge This case was written by Debapratim Purkayastha, ICMR Center for Management Research. It was compiled from published sources, and is intended to be used as a basis for class discussion rather than to illustrate either effective or ineffective handling of a management situation. For use by students of Icfai Flexible Learning programs. Not to be reproduced or distributed in any form or by any means. 2008, ICMR. All rights reserved. To order copies, call 0091-40-2343-0462/63 or write to ICMR, Plot # 49, Nagarjuna Hills, Hyderabad 500 082, India or email info@icmrindia.org. www.icmrindia.org BSTR/294 MTV Networks: The Arabian Challenge “[…] MTV has a penchant for airing controversial material and making a mockery of convention. And of course, it’s an American brand… The challenge, therefore, is transforming a notoriously risqué channel into a Middle Eastern-friendly platform for music and creativity without stripping MTV of its edge. It isn’t without some irony that a channel known for angering religious, political, and conservative communities is operating in and catering to a region renowned for reacting (and sometimes overreacting) negatively to controversial content.”1 - Dana El Baltaji, Special Projects Manager, Trends magazine in Dubai, in 2008. “In many ways (MTV Arabia) is the epitome of our localization strategy. It’s a different audience (in the Middle East) but this is...
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...Leading in a media-rich virtual world: Impact of the media on the society November, 15 Abstract Mass media refers to the different technologies used in communication and interaction. It can include, but it is not limited to Google, emails, twitter, facebook and other common forms of social media. It is evident that we have different forms of media that we are exposed to at present. Indeed, the influence of the media on the society is increasing, and more people are now into the media for different reasons. The media is a rich source of information, for example, we are bombarded daily with news in media, we share information through the media and we market and sell products online. This means that people can never do so without the media since it influences the society. Also, the improvements in technology have changed the modes of interaction. The media has become an inseparable part of our daily lives. The media plays many roles in the society today as noted it is a source of communication, entertainment, means of marketing and information sharing. This explains why the media is an extremely important tool in the society today. Introduction. There are several types of media available and can be categorized into the print and electronic media. The print media remains one of the oldest forms of communication available to people and has been a medium of information sharing. The print media comprised of mainly newspapers, magazines and journals. The newspapers and...
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...Social Construction of Youth Culture Introduction The purpose of this paper is to address the role in which globalization plays in the social construction of youth cultures. The phenomenal impact of communication technology on youth culture has generated a continuous debate since the 1970’s (Andrew, 2003, p. 1). The emergence of youth culture was a result of consumer market, which created diverse styles for young people worldwide (Grixti, 2008). Since the introduction of globalization, there has been a dramatic change in youth culture causing a greater shift within societies. As globalization rapidly changes, the world becomes more complex place for young people (Bourn, 2008). Therefore, a significant number of youth globally are having difficulties identifying themselves and finding their sense of belonging in this world (Bourn, 2008). Sociologist has provided strong evidence that globalization on youth culture has not only contributed positively to society but also have negative impact on the current global youth (Kahn & Kellner, 2002). To outline the aforementioned statement, the scope of this essay will confine on youth culture and the influential paradigm that contour youth cultural globally. The theoretical perspective such as post-modernism will be explored to provide a depth understanding of cultural studies. Altogether, this discussion examines the impact of globalization on communication technology and music and fashion industry of youth culture by observing...
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...of life. Its adoption has revolutionized how most individuals, institutions, and state conduct their operations using social media as a means of communication. This has consequently brought about some improvement to the individual, institution and state way of operation. E-commerce has broadened the market for organization, which in turn has improved the country’s economy and individual living standard through tax revenue and job opportunities respectively. Education has been revolutionized and now students with disabilities can study well by use of technology i.e. soundboard for students with writing disabilities and communication disorders. Students can easily find information on the internet and popularization of e-learning has enabled distant learning for those with tight schedule. Individuals can upgrade their skills and knowledge to perfect their competitiveness in the job market by browsing for new ideas on the social media. Policies are now available for citizens and through the state website, it is easy to follow up on new and amended policies mad by the government. State proceedings are also in the public domain, and these helps to enhance transparency and build public trust. Technological a can be channeled to improve the livelihood of the people in the community, challenge their brains and remove barriers that segregate people. Social media plays a big role in enhancing social values through forums that discuss issues affecting the society subsequently reducing stress...
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...doubled to eight. By 1967, Church’s Chicken had established five more franchises throughout Texas and by 1969; it reached 100 franchises in seven states. At the end of 1974, there were 487 franchises in with the total revenue of $100 million. Five years later, the franchise started to expand internationally with franchises in Puerto Rico, Indonesia, Canada, and other countries. “Now the franchise has over 1700 franchises in 22 different countries with the revenue of $1.2 Billion (franching.com)” “In 2003, AFC made a bold decision by changing their slogan from for the last 50 years “Big pieces, little prices” to a more Indirect approach, “Full Flavor, Full Pockets, Full Life” (Mehegan, 2003) The problem with this is during that time, the media-advertising agency was only advertising their campaign through TV and radio and little internet.“Because of this, the changes have come with AFC enterprise, which owns a majority of Church’s Franchise;...
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...doubled to eight. By 1967, Church’s Chicken had established five more franchises throughout Texas and by 1969; it reached 100 franchises in seven states. At the end of 1974, there were 487 franchises in with the total revenue of $100 million. Five years later, the franchise started to expand internationally with franchises in Puerto Rico, Indonesia, Canada, and other countries. “Now the franchise has over 1700 franchises in 22 different countries with the revenue of $1.2 Billion (franching.com)” “In 2003, AFC made a bold decision by changing their slogan from for the last 50 years “Big pieces, little prices” to a more Indirect approach, “Full Flavor, Full Pockets, Full Life” (Mehegan, 2003) The problem with this is during that time, the media-advertising agency was only advertising their campaign through TV and radio and little internet.“Because of this, the changes have come with AFC enterprise, which owns a majority of Church’s Franchise;...
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...INTRODUCTION Restiveness among youths globally and those in Nigeria has become a behaviour pattern which has degenerated into a topical global issue. Youth restiveness portrays man’s negative side of social development. This negative development is rather unfortunate and has become one of the many security challenges facing man in the contemporary society. In many occasions, lives and properties worth millions of naira have been lost or vandalized and some razed down by restive youths. As observed by Chukwuemeka and Agbara (2010), human society and in fact the entire universe is simply and squarely a complex entity. In view of this, individuals and groups have their complexities, needs, aspirations, hopes, goals, opinions, views and values which could be social, economic, religious, psychological or political. Consequently, there is bound to be restiveness among different groups of people especially youths who are at their prime age. The term youth has been variously defined. Ndu (2000) and Yusuf (2001) saw youths as neither adolescents nor children characterized by excessive energy that needs to be exerted, which if not guarded, is channeled into negative tendencies. The United Nations General Assembly and World Bank cited in Adewuyi (2008) defined the youth as people between ages 15 to 24 years. In Nigeria, the people within the age limit of 30 years are considered as youths hence they are allowed to participate in the National Youth Service Scheme (NYSC). For this paper...
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...I remember a quote Aristotle says, the roots of education are bitter, but the fruits are sweet. I was so privileged that my parents sent me to school for my education, it is an opportunity that the youth today needs to enjoy and achieve. Education is a lot of struggles, peer pressures and stress at all especially to the college students yet I can say that is worth living. You learned to discipline yourself and use your time wisely and usefully. It is a continuous process until the end of our existence on earth. It is not only an instrument and preparation of our life but also education is the life itself. Our life that is not something discovered but it is something molded day by day. Education disparity or education gap as well is one of the main reasons and social issues of the young today. Recently, after the massive destruction of the typhoon Yolanda the Philippine government top priority is on education. The government prepared over P309 billion financial plans for the construction of classrooms and libraries and for the books and other services needed reported by the GMA news last January 27, 2014, was considered the biggest budget among all national government agencies this year. The major spending includes: * P44.6 billion for the construction, repair and rehabilitation of at least 43,000 kindergarten, elementary and secondary school buildings nationwide * P1.7 billion for the procurement of over 42 million learning modules and teaching guides to support of...
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...with optimism among America’s youth that was unprecedented in history. Before too long headlines of civil rights, university reform, pacifist movement against the Vietnam War, women’s rights, and sexual liberation were made and the “Camelot” vision was quickly shattered. America’s youth began to revolt against the establishment and the foregone conclusion that they would adopt the lifestyle of their parents. In ten short years societal norms were turned completely around. Never before had change happened so quickly or been driven by the same group. This rapid change is breathtaking, considering most young people are generally naïve and disinterested in events outside their immediate scope. I have therefore decided to investigate what role the media played in the youth revolutions of the 1960s. This paper will identify media’s influence in driving change and analyze relationships between media, specific historical events, and the reaction of America’s youth. This will be achieved by looking at both primary and secondary sources to determine how much influence the media played in manipulating America’s youth via songs, marketing, and select writings. The media industry’s reaction to the social and technological upheavals of the twentieth century was to encapsulate the mantra “youth as fun” and sell it to America’s teens. . It was the social exposure that the media promoted that resulted in the heightening of knowledge among America’s youth, leading to their liberalized...
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