The Use Of Leadership And Motivation In Management Tourism Essay

The Use Of Leadership And Motivation In Management Tourism Essay This report is basically based on the study of the use of Leadership and Motivation in Management within a culturally diverse business Environment with special consideration to the selected case study is NOVOTEL Hotels in UK. As hospitality industry it self engaging with different people in different culture it should clearly understand how to manage this diversity in hospitality industry. It can be manage in different ways. From these paths employee motivation and the leadership is an effective approach which is needed to be studied. In this study first consideration was given to clearly identify the literature background of the three concepts as leadership, motivation and cultural diversity through the study of theories, concepts b y reviewing articles, journals, web articles, books and so on. Then after that the consideration was given to the case study including identify the organization and its situation and how the organization manages the cultural diversity by using the leadership and the motivation. Then based on the case study, analysis and findings were identified. As an overall this study is focused on studying the importance of cultural diversity as an instrument for improved organizational development without considering it as an administrative dilemma and it can be the path to expand competitive periphery and success, if it successfully handled. About the Organization Novotel is one of the hotel brands of the Accor group which operates in mid scale headquartered in France. Novotel is Europes largest hotel chain and one of 12 internationally-renowned hotel brands owned by Accor, the French hotel group. Currently they are having 400 hotels and resorts in 60 countries, situated in the centre of major international cities from business districts to tourist destinations. Form those hotels there are 266 hotels in 23 countries within Europe. So here the special consideration was given to NOVOTEL hotels in United Kingdom. The ground level study was done in NOVOTEL London West. Literature Review The literature review of this study was mainly focused on three main areas. i.e Leadership, Employee Motivation and cultural diversity. Leadership Leadership means the ability and willingness to lead and motivate a group of people. It includes improving team performance and effectiveness as well as articulating vision for business improvement. Leaders should play three important roles in the organization namely interpersonal roles, informational roles and decisional roles. These roles require a number of skills such as developing peer relationships, carrying out negotiations, motivating subordinates, resolving conflicts, establishing information networks, making decisions with little information and allocating resources. There are two distinctly different types of leaders one who works with and through others, such as those who head organizations, associations and the like, whilst the others are path leaders/visionaries such as heads of state, military commanders etc. Among the many definitions of leadership, two can be considered the best (a) the ability to get extraordinary performance from ordinary people, and (b) the ability to get follower. Basically the styles of leadership can be identified as follows: 1. Autocratic style 2. Democratic style 3. Free Rein 4. Charismatic 5. Situational Source: Study Material. [1997]. Organizational Behaviour. Indian Institute of Management and Technology, Chennai Autocratic Style It may be called as authoritative or directive style too. In this style of leadership the leader centralized the power and decision making in him and exercise complete control over the subordinates. He sets the group goals and structures and procedures for work. Through the autocratic style of control, the group decision is relegated in a tight situation and evolves quick decision making process. Most often this type of leadership develops dissatisfaction among members. But speed and efficiency are required when working in a group, the autocratic style of leadership yield good results. Democratic Style This is a contrast style of leadership compared to autocratic leadership. Person opting for this style is like a theory Y leader which invites decision sharing. Here the authority is decentralized. The decisions are arrived after consultation with the members. He is a participative type of leader, attaches more importance to people and work. This style of leadership improves the morale and satisfaction of employees. It also avoids conflicts in the group process. The democratic style sometimes creates lethargy and laziness among members and develops spirit of non-corporative often. Free Rein It is a complete delegation of authority to the subordinates, so that they must plan, motivate and control and otherwise be responsible for their own action. The free rein style leader avoids power and relinquishes the leadership position. More specifically the leader may lack self confidence, fear or failure etc. The main problem in this particular style of leadership is that it tends to permit various units of an organization to proceed. When working in a group if they work as a team, if the team itself very effective then this free rein style may successful, as they can work without any kind of interference. Charismatic This type of management is more dominant and perhaps an aggregate of other management styles. This style generates strong enthusiasm and might have as its objectives. The development of a common vision valued shared by organizational members. The discovery or creation of value related opportunities and activities within the framework of the mission and goals of the organization and the emergence in members of strength and greater control of their own destinies, both individually and collectively. Situational This management style which changes their style depending on the person or the group they are working with and on the situation. Situational style is important because people and tasks have to be handled differently, depending on the situation and their level of development. There are many key attributes of good leadership such as being innovative, entrepreneurial and visionary. Leaders need to be courageous, bold and willing to decisive. Among other attributes is the ability to think strategically, identify the big picture and have fall back plans. Some of the most important or key attributes of the leader are to inspire and motivate, be committed and encourage those around with empowerment. Good clear communications, verbally and by body language are inherent qualities of good leadership. Effective leader must explain clearly what they want, what they wish to achieve and how. The ability to make ones people feel important and feel that what they do have great value are great virtues of good leadership. Strong, positive leadership cannot be achieved without good teams. A good leader must have the ability to pick the right people and providing coaching/training and ensure that they carryout tasks that they can do best. If we consider about the leadership in hospitality industry with relation with this particular study, the need for high-quality leaders in the hospitality industry has been willingly recognised and is seen as significant to the long-term safety of the industry. In recent years, the industry has undergone something of a sea change in its gender composition, with increasing numbers of females graduating from hospitality and tourism administration courses. This proposes that the gender composition of managerial position is possible to modify in the medium term, with simultaneous changes in the typical leadership style valued in the industry. Motivation Motivation is an inner drive to behave or act in a certain manner. These inner conditions such as wishes, desires, goals, activate to move in a particular direction in behaviour. It means it is an inner state of mind, which channels or directs behaviour towards the achievement of pre-determined goals. So this part is basically considering about this of study. If we take hierarchy of needs theory by Abram Maslow, he suggested that needs exists at a number of different levels, from basic physiological needs as hunger, and then safety needs like shelter, after word social needs like love and affectionate and then esteem needs like recognition and finally self esteem like power. When achieving basic needs of employee which is the physiological needs, the effect of rewards are less because in this stage salary is the most important thing for physiological and safety needs. But when it comes to the esteem and social needs the effect of rewards and recognitions are high. Reward can be a award which gives at a stage, or it can be a tea with CEO or it can be a 1000 $ cheque for an employee which gives for and achievement. But again when it comes to the self actualization stage the need people need more power as he has already accomplished the other stages of needs in Maslow theory. And again if we take another motivational theory which is the two factor theory by Fredrick Herzberg, he took the view at two levels, physical level and psychological level. Accordingly satisfiers are called as motivators and dissatisfies are called as hygiene factors. Accordingly motivational factors of an employee in an organization can be identified as achievement, recognition, responsibility, personal growth and for some employees work itself a motivator. And at the same time Hygiene factors can be identified as working conditions, company policies administration, salary, other benefits job security, interpersonal relationships, and quality of supervision. Another theory of motivation is the expectancy theory which says that an employee will be motivated to exert to high level of effort when he or she believes that effort will lead to a good performance appraisal; that a appraisal lead to organizational rewards such as bonus, salary increase or a promotion; and that the reward will satisfy the employees personal goals. There are many benefits that an organization can achieve through the employee motivation. Following are some of the factors that we can commonly identify. Motivation ensures better utilization of resources and reduces wastage. Motivation will bridge the gap between capacity to work and the willingness to work Reduces problems like labour turnover, absenteeism, indiscipline grievances Improves productivity Improves cooperation and team spirit Improves knowledge and skills among employees Acceptance of organizational change Reduces conflicts and misunderstanding between the employer and the employees Cultural Diversity What is Cultural Diversity? We cannot find a universal definition on cultural diversity, but according to the charted management institute definition in 2008suggests the cultural diversity means valuing the differences between people and the ways in which those differences can contribute to a richer, more creative and more productive environment. It doesnt means only the race which the contemporary world identifies, but also the diversity can be identify as race, age, gender, sexual orientation, disability and religious/belief. Grà ¶schl and Doherty (1999) mentioned that the basic concept of managing diversity accepts that the labour force consists of diverse inhabitants of people. One of the key aspects of cultural diversity is that paying concentration to varied dynamics is not just an ethical responsibility, its a business imperative. In an organization the need of dealing with a diverse workforce will be needed the diversity competence. From these competencies effective cross communication is the most important factor when dealing with the cultural diversity. The qualities needed for effective cross-communication can be identified as follows. à ¢Ã¢â€š ¬Ã‚ ¢ The capacity to accept the relativity of others own knowledge and perceptions à ¢Ã¢â€š ¬Ã‚ ¢ The capacity to be non-judgemental à ¢Ã¢â€š ¬Ã‚ ¢ A tolerance for uncertainty à ¢Ã¢â€š ¬Ã‚ ¢ The capacity to appreciate and communicate respect for other peoples ways, backgrounds, values and beliefs à ¢Ã¢â€š ¬Ã‚ ¢ The capacity to reveal understanding à ¢Ã¢â€š ¬Ã‚ ¢ The capacity to be flexible à ¢Ã¢â€š ¬Ã‚ ¢ A willingness to attain new patterns of behaviour and belief à ¢Ã¢â€š ¬Ã‚ ¢ The humbleness to recognize what one does not know Apart from the above competencies organizations should be educated through the cultural diversity awareness education and training. It will lead to counteract of the beliefs of employees and they will feel that they are benefiting from having a diverse workforce may help incorporation in the place of work. Modern world has recognized that the cultural diversity within an organization is not a negative aspect. This diversity may be in the organizational staff or it may be the customers. However managing this diversity is not a easy task. As above mentioned this diversity more or less can be managed by the use of effective communication. From the literatures we can find three ways to manage cultural diversity as follows. Communicating constructing responsiveness amongst every employees on diverse ethics of peers from first to last communication Cultivating facilitating acknowledgement, maintain and support of every member of staff victory by every other workforce Capitalizing linking diversity to every business procedure and plan such as series planning, reengineering, employee enlargement, performance management and review, and reward systems Many organizations use different methods to manage the diversity. As an example Tabra Incorporation, a miniature producer of costume jewellery and trimmings in California consisted of self-effacing workforce. Mainly this workforce was comprised with immigrants from many third world countries like Laos, Mexico, India, Vietnam, Tibet, Cambodia, and so on. So the method that used by the organization to give the recognition for the importance of their cultural association, is that as slightest 10 to 12 diverse flags for all time hanged up from the ceiling of their major production service which symbolizes the nations of derivation of the workforce. The proprietor of the organization view it as I would love for this to be a miniature United Nations where everyone attainment next to and welcoming each others customs as an alternative of just endure it. Some of the authors say that the cultural diversity is a benefit fir organizational success, if it can be managed successfully. According to Cox and Balke (1991) main benefits of multi-culturalism that can use for organizational success as; Achieve cost effective competitive edge through the effective management of multi culture companies Helps to promote minority friendly reputation among potential employees Ability to attract better customers which has a variety of cultural backgrounds Various collection of workforce are apparent to be more imaginative and competent in crisis resolving as contrasted to homogenous cluster Capability to supervise cultural variety enlarges flexibility and suppleness of an organization to ecological transformations Several managerial paradigms can be identified as follows; e.g. Hotel Nikko in Sydney Australia has exclusive border that employees of the staff in straight visitor contact areas which differentiation in converse with thirty four diverse languages. Similarly Qantas Flight food preparation has 66 ethnic groups on staff, by means of a variety of overseas-born cooks. So enthusiastic varied cultural kitchens provide Qantas a enormous competitive advantage by offering food foundations on clients cultural taste and needs. Case Study: NOVOTEL Hotel Here the selected organization for the study is NOVOTEL hotels. Novotel is one of the hotel brands of the Accor group which operates in mid scale headquartered in France. Currently they have 400 hotels and resorts in 60 countries, situated in the centre of major international cities from business districts to tourist destinations. Form those hotels there are 266 hotels in 23 countries within Europe. As of 2009, there are 395 Novotel hotels in 60 countries with 71 872 rooms and employs over 30,000 employees: Europe : 266 hotels in 23 countries Asia : 51 hotels in 11 countries Pacific : 34 hotels in 5 countries North America : 7 hotels in 2 countries South America : 19 hotels in 6 countries Africa : 13 hotels in 10 countries Middle East : 5 hotels in 3 countries Novotel is Europes largest hotel chain and one of 12 internationally-renowned hotel brands owned by Accor, the French hotel group. In a bid to create a more distinctive offering to customers, Novotel is actively opening new generation hotels. These provide the similar levels of service as standard Novotels but characteristic a stylish and modern design. Four of new hotels Novotel London City South, Novotel London Greenwich, Novotel Edinburgh Centre and Novotel London ExCeL have used a drama-based approach as part of customer service training prior to opening. Novotel hotels are involved in the worldwide environmental and societal certification programme Green Globe. Under this programme 124 hotels are committed and 50 hotels are certified as of 31 December 2009. As an leader within the hotel business, Novotels approach has anticipated its clients prospect of environmental matters and corporate social responsibility. In 2007, within the scope of Accors Earth Guest In 2007, within the scope of Accors Earth Guest programme of sustainable development, Novotel dedicated to an international programme of environmental and social certification: Green Globe. This guarantee was selected for its autonomy and focus on the challenges of global tourism. The key aim of this section is to discover the practical data available on the study. Basically in this study the secondary data will be highly required from NOVOTEL hotels group. The annual reports, monthly reports, reports done by several departments of the organization, previous researches on NOVOTEL hotels group will be the highly important literature in this survey. Apart from that study, reports, Theories, abstracts etc will also be required in this study, this will be required to identify and define the employee motivation strategies to compare with the leadership done by the NOVOTEL hotels. Study what are the approaches that they are using will be discussed under the analysis and findings. Before doing the analysis and findings the consideration was given to develop PEST analysis on the organization in order to identify the macro environment of the organization. And it will help to make a better analysis through this comprehensive understanding. Political Factors Stable Political environment of U.K. Growing awareness of the environmental consideration, U.K Government is planning actions to ensure aviation reflects its environmental impacts. Tax on aviation fuel and VAT on air tickets. Governments taxation policies and decision about the increasing the petrol prices have affected the buying power of the individuals in U.K. Economic Factors U.K economy is benefiting form gradual low inflation rate. In U.K, unemployment is low. According to labour market statistics in Average percentage is 4.8 per cent. When unemployment is low, Job confidence is high and it will lead to the confidence spending by consumer is also high. The UKs shortage on trade in goods and services stood at  £3.2 billion -compared with the revised deficit for January of  £4.4 billion. Exchange rates are favourable for UK residents for travelling abroad due to strong position of British Pound against the other foreign currencies. Euro used as a single currency in many European countries, is also stable against the other foreign currencies. The drawback is that disparities between the wealthier parts of the country, not all in the south east of England, and pockets of deficiency, will get wider, with implications for travel demand. These are likely to influence the growth of the UK resident travel market. Social Factors A great trend has been seen in U.K population about diet and health issues in the recent years. This trend leads towards the need of more fitness clubs and organic food for the people from U.K Changes in the structure of the population because of the immigrants from Europe, Asia and Africa etc. This will directly effect for food habits and focus is needed from hospitality industry Continued concerns over safety and security while travelling are found in the U.K residents. Lifestyle changes have also been affecting the U.K travel market for a number of years. Delaying the start of the family and an increase in the number of households consisting of couples with two revenues are the main trends of the changing life style. Changing fashions also have an affect on the market, but those are difficult to predict. Technological Factors The rapid development of technology is affecting the businesses in UK and all over the world. Changes in the technology will effect to change the way businesses operate i.e. Internet booking for tickets and holidays. Faster changing development in technology creates a need to react quickly for different businesses in order they want to maintain the competitive environment by providing the same innovative services such as meditation in hospitality industry, which their competitors are offering. Analysis Findings This section of the study is mainly focusing on the subject area that The use of Leadership and Motivation in Management within a culturally diverse business Environment in NOVOTEL hotels. Accordingly analysis was done by analysing how the leadership and motivation concepts have been used in NOVOTEL hotels in UK within a culturally diverse business Environment. Organization offers Leadership Training NOVOTEL hotel groups offer leadership training programmes for the staff. Providing leadership for the staff will lead for positive result as they learn hoe to achieve goals and objectives as they will implement the knowledge for the working environment. Leaders accept accountability and responsibility. Put them in a position where they can show this. Let them achieve strategic objectives. When we consider the leadership of the NOVOTEL hotel groups we can identify following characters. 1. Leaders come in different flavours. There are different types of leaders and you will probably encounter more than one type. Both formal and informal leaders practice a mixture of leadership styles. 2. Leadership is a process of becoming. Knowledge on leadership theories and skills may be formally gained by enrolling in leadership seminars, workshops, and conferences by the staff. Daily interactions with people provide the prospect to observe and practice leadership theories. Together, formal and informal learning will help to gain leadership approaches, gain leadership handy. 3. Leadership is shared. Leadership in NOVOTEL is not the individual responsibility of one person, but rather a shared responsibility amongst members of an emerging team. A leader belongs to a group. Each member has responsibilities to fulfil. Official leadership positions are merely additional responsibilities apart from their responsibilities as members of the team. Effective leadership requires members to achieve their shared tasks. Starting as a group of individuals, members and leaders work in the direction of the formation of a successful team. In this light, social interaction plays a major role in leadership. 4. Leadership styles depend on the situation. Leadership is not depending on only one style as we studied at the literature review. It will depend on the situation it means mostly situational leadership is there where the management style which changes their style depending on the person or the group they are working with and on the situation. Two types of Leaders There are arguments that Leadership exposed and cherished in the hospitality industry, that there were two types of leaders: those in the hotel business and those in the business of hotels. Mostly leaders in the hotel industry focus on the needs of employees and the provision of a high-quality service to guests. These leaders are also identified as charismatic. In comparison, leaders in the business of hotels such as leaders of hotel real-estate savings trusts were found to possess exceptional financial skills. However in the case study main identification was done that to win in the hospitality industry the main need is for combine strong interpersonal skills with sound business knowledge and hotel functioning skills-in effect, arguing that a mix of transactional and transformational leadership skills are needed to succeed in the hospitality field. Cultural Difference As NOVOTEL hotels are medium scale hotel group they are dealing with many types of culturally diversified customers. These cultural differences may presence in different attributes such as language, dress and traditions, there are also significant variations in the way societies organize themselves, in their shared conception of morality, and in the ways they interact with their environment and so on. Cultural diversity is complicated to enumerate, but a good suggestion is consideration to be calculate of the number of languages spoken in a region or in the world as a whole. Managing Cultural Diversity They provide training to ensuring the managing of cultural diversity. Practitioners need to remove barriers to the successful incorporation of international staff into the workplace and society even as benefiting all staff, their organisations and the Irish tourism product. Training programmes could focus on training goals, which are realistic and job-specific. Training goals including growing employee collaboration among culturally diverse employees and improving cross-cultural skills are a part of the training goals to encourage employee participation and eventually help in making possible the gratitude of cultural disparities. Training programmes includes. Orientation programmes are developed for recently-arrived international workers and it includes à ¢Ã¢â€š ¬Ã‚ ¢ Opportunities for career development; à ¢Ã¢â€š ¬Ã‚ ¢ English language à ¢Ã¢â€š ¬Ã‚ ¢ Skills training manuals could be developed into different languages, for example, French, German, Spanish, Irish, Polish and Russian; à ¢Ã¢â€š ¬Ã‚ ¢ Ensure that service superiority programmes are translate into several languages and distributed among all employees; and à ¢Ã¢â€š ¬Ã‚ ¢ develop and pilot an introductory Welcome Workshop open to all international Prior to opening three flagship hotels, Novotel conducted an exhaustive two-day training programme for front-of-house staff, featuring an interactive workshop on customer service. Delivered by Steps Drama, the intensive course brought to life issues around dealing with customers, handling complaints and the importance of professional behaviour and appearance. This will lead people to adopt to the new environment. Employee Motivation As any other organization motivation is a key factor that influences the daily operations of the hotel industry. It is the key issue which pressures an employee to go over and beyond the call of duty. NOVOTEL hotel group believe that employee motivation plays an integral role in their success. Accordingly organization offers number of benefits to the hotel staff which can be identified as motivational factor. à ¢Ã¢â€š ¬Ã‚ ¢ Uniforms: provided and maintained on the premises. à ¢Ã¢â€š ¬Ã‚ ¢ One meal a day in employee dining room at no cost. à ¢Ã¢â€š ¬Ã‚ ¢ Health, dental and life insurance. à ¢Ã¢â€š ¬Ã‚ ¢ Employees of the month/year Manager of the quarter/year. à ¢Ã¢â€š ¬Ã‚ ¢ Paid time off program used for sick pay, day off, vacation. à ¢Ã¢â€š ¬Ã‚ ¢ Departmental incentives for safety/revenue generation/expense savings. à ¢Ã¢â€š ¬Ã‚ ¢ Higher pay than the other hotels: Salary increases will occur on a schedule for Union employees, or annually for non- union employees. à ¢Ã¢â€š ¬Ã‚ ¢ Promote within the staff whenever possible. However, this can be frustrating because often employees assume they are entitled to promotion based on seniority. Sometimes attendance/performance issues preclude allowing transfers or promotions. Sometimes lack of required experience interferes. NOVOTEL Hotel trains many individuals in their jobs, even if they have had no experience; assured jobs require a certain level of proficiency that must be developed into. Conclusion As hospitality industry it self engaging with different people in different culture it should clearly understand how to manage this diversity in hospitality industry. It can be manage in different ways. From these paths employee motivation and the leadership is an effective approach which is needed to be studied. In an organization the need of dealing with a diverse workforce will be needed the diversity competence. From these competence factors two factors are studied in this study as leadership and motivation through the case study of NOVOTEL hotel groups. Leadership in NOVOTEL is not the individual responsibility of one person, but rather a shared responsibility amongst members of an emerging team. A leader belongs to a group. Each member has responsibilities to fulfil. Prior to opening three flagship hotels, Novotel conducted an exhaustive two-day training programme for front-of-house staff, featuring an interactive workshop on customer service. Hotel group believe that employee motivation plays an integral role in their success. Accordingly they offer many benefits such as Uniforms which suites with the cultural diversity and also the hotel identity: provided and maintained on the premises, one meal a day in employee dining room at no cost, Health, dental and life insurance So as an overall view of the study it can be proposed that it is very important to realize that cultural diversity as an instrument for improved organizational development without considering it as an administrative dilemma and it can be the path to expand competitive periphery and success, if it successfully handled.

Audiences and Publics Are Important in Media Convergence Culture

SCHOOL OF MEDIA, CULTURE AND CREATIVE ARTS ASSIGNMENT COVER SHEET To be attached to all assignments (ALL SECTIONS MUST BE COMPLETED) STUDENT NAME:†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦HAO JING WEI†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ STUDENT ID:†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦15646457†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ UNIT NAME AND NUMBER:†¦MCI212 Consumers, Audiences, Publics and Users DUE DATE:†¦Critical essay 15 October 2012 (by 4pm via email) †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. WORD COUNT:†¦1800 – 2200 words †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢ € ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. TUTORIAL DAY AND TIME:†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦11am to 2pm, Wednesday, C25†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. TUTOR’S NAME:†¦Ms.Lai Jia Weng †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. IT IS ESSENTIAL THAT YOUR TUTOR’S NAME IS ON ALL SUBMITTED ASSIGNMENTS DECLARATION: I declare that I have retained a copy of this assignment. I have read and understood Curtin University policies on Plagiarism and Copyright and declare that this assignment complies with these policies. I declare that this assignment is my own work and has not been submitted previously in any form for assessment. Signature:†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Hao Jing Wei†¦Ã¢â‚¬ ¦. Date: †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 15. 10. 2012†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Audiences and Publics Are Important in Media Convergence Culture IntroductionAfter we have studied about consuming culture through module 1, now all of us should know about consumption better. As we know audiences and publics are important parts in consuming culture – such as audiences purchase goods, shopping, living, traveling, education, services and so on, the world especially the consumption world is all about audiences and publics, at the same time they play a very important role in convergence culture as well. In today’s increasingly digital cultural, the way consumers consume and the way publics and audiences communicate are totally different from the traditional media times.Nowadays, people require both of physical and mental for life satisfaction such as purchase more healthy foods, watch digital TV, go to higher education, have internet services and so on. Convergence culture is the outcome of the rapid development of new information and communication technologies. According to â€Å"†¦Media convergence must also be seen as having a cultural logic of its own, blurring the lines between production and consumption, between making media and using media, between active or passive spectatorship†¦Ã¢â‚¬ (Deuze, 2007, p. 74)From this quote we know that media convergence makes several changes between production and consumption, between making media and using media, between active or passive spectatorship of mediated culture. In this essay there are four main points to discuss how audiences and publics play roles in convergence culture. Discussions Firstly, the role audiences and publics play has been changed from passive to active. With the high technology development of media, new media has become more and more important than old media. Back to 20th century, old media such as TV was the main trend in the world and controlled audience.For instance, as we know all the TV programs will follow a fixed schedule, audiences only can watch whatever the TV programmes show, once you miss the show, then you will miss the show ever, unless the TV channels broadcast again. While nowadays, with the digital TV appeared, the audiences have become from passive to active. First of all, the digital TV can broadcast programmes at the same time, and based on â€Å"†¦Another huge advantage of digital television is that digital data takes up less bandwidth, meaning more channels can be broadcast at the same time.This gives viewers much more choice in what they watch and allows for follow up channels which broadcast the same programs as their namesake, just an hour later†¦Ã¢â‚¬ (Davies, n. d. ) And â€Å"†¦Digital TV from Telenet: watch whatever you want, whenever you want†¦(Digital television, n. d. ). These mean the audiences can watch different shows at the same time, as well as they can switch programmes to whatever they want to watch. This kind of changes is a big different from analog TV. Next, digital TV allows audiences to pause or record live broadcasts at the click of a button.According to â€Å"†¦With Telenet Digital TV you can pause prog rams and rewind programs that you have viewed. You can record a program by simply pushing one button and your recording is immediately stored digitally on a hard disk†¦Ã¢â‚¬  (Digital television, n. d. ), so you no longer have to miss your favourite TV programmes! And based on â€Å"†¦However, it’s a great leap to presume that the availability of digital networked technologies turns everyone into active participants. †(van Dijak, 2009, p. 44) From these quotes and examples we can see that audiences and publics are not passive any more.Secondly, audiences and publics have more participation and interactive with production company. For instance, Big Brother is a reality TV from United Kingdom and developed in the late 1990s. This TV programme offers audiences go to the onscreen world of the programme, use mobile phones and automatic number redial techniques to try and ensure their candidate in the house emerged the winner. These are two special points of Big B rother. According to â€Å"†¦Over the past 15 years, viewers have increasingly acted as participants in game shows, quizzes, talk shows and make-over programmes†¦Ã¢â‚¬  (van Dijak, 2009, p. 3) And â€Å"†¦particularly the surge of reality television has boosted the of ‘ordinary people’ in broadcast productions†¦Ã¢â‚¬  (Teurlings, 2001) and â€Å"†¦In addition, the popularity of personal and communal media (home movies, home videos, community television) has profoundly affected television culture, particularly since the 1980s†¦Ã¢â‚¬  (van Dijak, 2009, p. 43) And based on â€Å"†¦Viewers were encouraged to visit the websites, and for a small subscription fee, could buy additional access to coverage of the more intimate activities, likes and dislikes, directly to the gained from syndicated†¦Ã¢â‚¬  (Ross, 2003, p. ), from these quotes we can see that the audiences have more interactive than before and the production company tr y to require unprecedented levels of interactivity with public as well. Thirdly, the perspectives of audiences and publics have more influences on programmes producing. Not only TV programmes but also all media programmes need audiences, need public. If a production company produces a programme without listening to the voice of audiences, it is just like flowers are far away from soil, fishes are far away from water. Without audiences, the progranmme is dead sooner or later.Based on â€Å"†¦Similarly, producers of popular television entertainment – such as soap operas or police dramas – are developing innovative ways to collect audience feedback, and then applying this information to the development of new characters and plotlines, as well as to include the most current social issues in their shows†¦Ã¢â‚¬  (Deuze, 2007. p. 75) And according to â€Å"†¦A very important reason is to understand your audience. The more you know about the types of people i n your audience, their backgrounds, their interests, and their preferences, the better you can be at making programs to suit them†¦Ã¢â‚¬  (Know Your Audience, n. . ) With the development of media convergence, audiences’ interests have become more and more important. â€Å"†¦The intensity of emotional involvement exhibited by viewers of reality TV led programme executives to consider new ways to monitor, channel and exploit viewer interest†¦Ã¢â‚¬  (Ross, 2003, p. 3) From the quotes we can see that audiences’ perspectives play an important role in the development of programmes producing and audience curiosity is subject to commercial exploitation. Fourthly, audiences and publics play more than one roles in media convergence culture. †¢ Audiences as users †¦In the development of a professional identity among media workers, can be illustrated by a November 2005 survey by the Pew Internet and American Life Project among teenagers in the United St ate, which report concludes:’ Some 57% of online teens create content for the internet. ’†¦Ã¢â‚¬  (Deuze, 2007, p. 76) And based on â€Å" †¦During 2005, online social network sites like MySpace and Facebook became common destinations for young people in the United States†¦Ã¢â‚¬  (Boyd, 2005, p. 119) From these quotes, we can see that with the rapid development of Internet technology, social networks appeared into people’s life, especially for the young generation.Facebook is the world’s largest social network, with over 1 billion monthly active users. â€Å"†¦Young people were logging in, creating elaborate profiles, publicly articulating their relationships with other participants, and writing extensive comments back and forth†¦Ã¢â‚¬  (Boyd, 2005, p. 119) Users can create blogs, create or work on a webpage for school, an organizations, or a friend, share original content such as photos, opinions, stories, videos online, or art work and so on. Another example is Sina Weibo. Weibo† in Chinese stands for micro-blog, it has been launched recently in Mainland China, Hong Kong, Taiwan and North America. Sina Weibo is China’s twitter, it is the hottest mircroblogging services in China now and it’s activity around Chinese Diaspora. â€Å"†¦In Weibo, the user can post pictures and embed videos directly into their feed. Much like in Facebook, the media is thumbnailed and will expand if clicked on instead of opening up a completely new page/tab as in Twitter†¦Ã¢â‚¬ (Jou, 2012) Based on â€Å"†¦According to Sina, Weibo has a registered total user base of 358 million, of which roughly 36. million active users daily†¦Ã¢â‚¬  (Jou, 2012) And according to â€Å"†¦It consumes 90% market shares of China’s microblogging services, with more than 140 million users in less than 2 years, while Twitter gained 200 million users in less than 5 years. It’s new, itâ €™s hot, and it’s becoming bigger and stronger†¦Ã¢â‚¬  (Falcon, n. d. ) Bade on these data, we can know that social networks have become an important part of people’s life. â€Å"Social network sites are based around profiles, a form of individual (or, less frequently, group) home page, which offers a description of each member.In addition to text, images, and video created by the member, the social network site profile also contains comments from other member and a public list†¦Ã¢â‚¬ (Boyd, 2005, p. 123) According to â€Å"†¦Identity refers to our own sense of self and how we are seen by our communities†¦Ã¢â‚¬  (Social Design, n. d. ) And â€Å"†¦Social Design defines how we understand ourselves and each other and can be broken down into three core elements: Identity, Conversation and Community†¦Ã¢â‚¬  (Social Design, n. d. ) Users can create their individual profiles based on their own identity, such s you can design how your homepage looks like, share what you are interested, show privacy information about yourself to public etc. †¢ Audiences as citizen journalists With the social networks appeared, audiences are not only a group of people who receive messages, news and information but also be senders to send information, publish news. Audiences as public also can share information and news in the first place, that is we called citizen journalism. â€Å"†¦Citizen journalism is when private individuals do essentially what professional reporters do – report information†¦Ã¢â‚¬  (Rogers, n. . ) And â€Å"†¦The Internet gave average people the ability to transmit information globally†¦Ã¢â‚¬  (Rogers, n. d. ). From these quotes we know that as the development of Internet technology, nowadays everyone could be a journalist to publish what happen around us and around the world. According to â€Å"†¦New media technology, such as social networking and media-sharing websit es, in addition to the increasing prevalence of cellular phones, have made citizen journalism more accessible to people worldwide†¦Ã¢â‚¬  (Citizen Journalism, n. d. ).We know that citizens can often report breaking news more quickly than professional media reporters. Such as â€Å"†¦two predominant groups of youth published information, calls to action, documentation of policy brutality, and coordinated their planning and activities via Facebook and Twitter†¦Ã¢â‚¬  (Anemic Portrayal of, 2012). Another example is â€Å"†¦was a topic on The Call, and the show’s blog post for the topic incorporates citizen-generated content into the posts. The post starts off with a brief intro by host John Schiumo, a nice fresh statement that goes†¦Ã¢â‚¬  (â€Å"The Call† interactive, 2012) The third example is â€Å"†¦At 10:25 p. . on May 1, 2011, Keith Urbahn, who happened to be the former chief of staff for Donald Rumsfeld but in this case was funct ioning as a citizen journalist, tweeted: â€Å"So I’m told by a reputable person†¦Ã¢â‚¬  (How citizen journalism, 2012) The last example is â€Å"†¦Online petitions undoubtedly, though, do represent a fabulous means of exercising one’s civic voice and leverage a response from public officials. In this example, New York City restored most of the proposed cuts to its public library budget due†¦ † (Petition power, 2012) As those examples tells us citizen journalism is more and more popular for media audiences.This is the outcome of development of Internet technology and development of mobile phone technology. Today, you can use your mobile phone to surf the internet while watch a TV programme, or watch a programme that was on TV last night on your smartphone while you are on the way to work and so on. There are too many changes in people’s life. Conclusions â€Å"All over the world, as audiences increasingly take control of their media and communications use, traditional business models are being forced to adapt quickly to the new realities of the digital era. † (Convergence Review, 2010. From the quote, we know that audiences and publics play important roles. Everyone has been in an audience, we have all been part of a group of people who come together to experience film, music, foods, traveling or other social activities. In media convergence, â€Å"All media events are audiences events since they require people to hang out in media time-spaces where they physically, mentally and emotionally engage with media materials, technologies and power structures. † (Ross, 2003. p. 6). Audiences are any group of people who receive a media text, it could be ny format such as Internet, TV news, radio programmes, newspapers and so on. Audiences are not only be audience any more, they also could be consumers and users at the same time in new media terms. They are not a group of people who receive messages and be pass ive any more, they are more active, participate and interactive with media convergence. Word count: 2106 References Anemic Portrayal of. (n. d). Retrieved October 12, 2012 from http://mobilekazar. word press. com/2012/02/10/anemic-portrayal-of-the-digital-road-to-egypts-revolution/ Boyd, D. (2005). Why Youth  ¦ Social Network Sites: The Role of Networked Publics in Teenage Social Life’, in Youth, Identity and Digital Media, Cambridge: MIT Press, pp. 119-142. Citizen Journalism. (n. d). Retrieved October 12, 2012 from http://mashable. com/follo w/topics/citizen-journalism/ Convergence Review. (2010). Retrieved October 12, 2012 from http://www. dbcde. go v. au/digital_economy/convergence_review/convergence_review_background_paper. html Davies, M. (n. d). The Advantages of Digital TV. Retrieved October 12, 2012 from http://ezinearticles. com/? The-Advantages-of-Digital-TV&id=1425944Deuze, M. (2007). ‘Creative industries, Convergence Culture and Media Work’ (Extrac t), in Media Work, Cambridge: Polity, pp. 74-83. Digital television. (n. d). Retrieved October 12, 2012 from http://telenet. be/business/ en/small/digital-television Falcon, A. (n. d). Twitter Vs. Weibo. Retrieved October 12, 2012 from http://www. ho ngkiat. com/blog/things-twitter-can-learn-from-sina-weibo/ How citizen journalism. (2012). Retrieved October 12, 2012 from http://mobilekazar. wordpress. com/2012/05/04/how-citizen-journalism-drove-the-news-of-bin-ladens-death/Jou, E. (2012). Why Sina Weibo. Retrieved October 12, 2012 from http://kotaku. com/5940025/why-sina-weibo-is-better-than-twitter-even-though-theyre-pretty-much-the-same Know Your Audience. (n. d). Retrieved October 12, 2012 from http://www. audiencedi alogue. net/kya1a. html Petition power. (2012). Retrieved October 12, 2012 from http://www. mobilekazar. wo rdpress. com/2012/06/29/petition-power/ Rogers, T. (n. d). What Is Citizen Journalism?. Retrieved October 12, 2012 from http://journalism. about. com/od/citize njournalism/a/whatiscitizen. htm Ross, K. Nightingale, V. (2003). ‘ Audiences Today’, in Media and Audiences: New Perspective, Maidenhead: Open University Press, pp. 1-11. Social Design. (n. d). Retrieved October 12, 2012 from http://developers. facebook. co m/socialdesign/ Teurlings, J. (2001). ‘Producing the Ordinary: Institutions, Discourses and Practices in Love Game Shows’, Continuum: Journal of Media & Cultural Studies 15(2): 249-63. â€Å"The Call† interactive. (2012). Retrieved October 12, 2012 from http://mobilekazar. w ordpress. com/2012/01/25/the-call-interactive-tv-news-gets-expanded-time-slot/

Analysis Of Aldous Huxley s Brave New World - 1904 Words

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The Recession Had An Huge Effect On Education - 947 Words

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