Review and reflect on the readings and film issues. Consider these questions and incorporate them in your answer

• What are media literacy basics for digital media, social media and other Internet based resources?
• Why do media creators represent people in the various stages, rather than always as complex fully human characters?
• How can gender representations, become more honest? Are video games ever honest gender representations?

Article 1 :Media Literacy Reading Notes

Kamerer (2013) examines media literacy education, what it is, and why the need for it has grown within the changing digital media and social media environment.

Kamerer presents a UNESCO definition of Media Literacy

The process of assimilating and using the codes involved in the contemporary media system as well as the operative skills needed to properly use the technological systems on which these codes are based [and as] the capacity to access, analyze and evaluate the power of the images, sounds, and messages with which we are faced every day and which play an important role in contemporary culture. It includes the individual capacity to communicate using the media competently. Media literacy concerns all media. (UNESCO, Kamerer, 2013)

An applied model of media literacy, developed by high school teacher Joanne McGlynn, asks five questions when reflecting on a text, such as a film, commercial, or television show.

• Who is sending the message and what is the author’s purpose?
• What techniques are used to attract and hold attention?
• What lifestyles, values, and points of view are represented in this message?
• How might different people interpret this message differently?
• What is omitted from this message? 

These questions help illustrate how building media literacy builds more empowered media users. After learning production skills, learning to construct meaning in a text, one also learns to deconstruct messages received through the mass media.

Media production as a way to encourage teamwork and problem solving.

Media literacy also educates about the economic base of media, and helps understanding about the economic motives behind media messages.

Kamerer examines the history of growing media culture, and development of education and theory development within and about media.

Kamerer looks at four approaches to media education developed by Kellner and Share (2007).

1. Powerful media passive audience approach.
2. Media arts education approach: learning to construct media messages, teaches media literacy.
3. Media literacy movement approach: expands idea of literacy to include popular culture, but does not engage the political dimension of education and especially literacy.
4. Critical media literacy approach: audience is viewed as active and always exploring the link between power and information.

Kamerer shares what Hobbs (2011) defined as five communications competencies, fundamental literacy practices, now part of learning across all subject areas

• Access
• Analyze
• Create
• Reflect
• Act

Computer literacy and empirical study are two important areas of media literacy education, examined and encouraged in order to build a forward looking knowledge creation system that empowers people to sift through information, recognize, and distinguish between truth and deception.

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Reference

Kamerer, David (2013) Media Literacy.
Communication Research Trends, 32(1), 4-25

Article2:Television and Social Controls Reading Notes

Television is involved intimately with social conflict and control.

Clark identifies four stages of media representation for ethnic minorities.

• Non-Recognition/Invisibility—not represented at all in the social world.
• Ridicule—represented as clown or villain to be dismissed.
• Regulation/Assimilation—represented as members of society but not central to the story or narrative.
• Respect/Humanity—represented as complex person in relationships with strengths and weaknesses.

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Reference

Clark, C. (1969) Television and Social Controls: Some Observations on the Portrayals of Ethnic Minorities. Television Quarterly, 8(2), 18-22. 

Flim1:Miss Representation Film Notes

Watch Miss Representation (90 Minutes)

Time: 1:29:57 Miss Representation Video Transcript

Introduction Notes

• The most common way to give up power is to think you do not have any.
• Communications scholar Marshal McLuhan said the media is both the message and the messenger.
• Girls often get the limiting message that how you look is most important, that your value depends on it, more than strength, intelligence or accomplishment.
• Everyone’s experiences are unique but the dilemmas of gender representation are all too common.
• We want a different world but much has to change to bring that different world.

Technology allows images altered to be inhumanly perfect and the effect can be both unconscious and harmful.

Margaret Cho discussed the pressure from TV producers who claimed that she was too fat

Image changing products and procedures produce more revenue than the GDP of 80% of the world’s countries.

Self-objectification is a problem that lowers both political efficacy and the sense that one’s voice matters. These are important factors in a healthy democracy.

There has been no gender equity change since 1979 for Women in US Congress.
Congress has fewest women representatives in 30 years.

1973 Education law, Title XI established sports funding gender equity in schools.

Dr. Condoleezza Rice says we need a psychological breakthrough in media.
Media is part of the process of gendered socialization. We learn about gender from media.

“You can’t be what you can’t see,” offers Marian Wright Edelman.

News journalism gender issues are discussed by network anchorwomen.
Only 6% of broadcast station owners are women (2011).

Symbolic annihilation is a communications term for invisibility and underrepresentation in media.

Women must write own story. This can contribute to gender based changes and improvements in media and in the crucial role media plays in shaping who we are.

Telecommunications Act of 1996 did not address gender factors of communications access.

• Most advertisers are men in their 30s.
• FCC obligations for public interest commitment in broadcasting have been gone since the 1980s.
• FCC recommended government regulate media violence in 2007, but deregulation environment continues.

Media are not accountable to elected representatives or people.

Gender violence is a crucial problem, and media can demonstrate greater social responsibility.

Some strategies toward solutions include:

• Gender and media literacy for a better world.
• More Women in leadership who mentor aspiring young women.
• Hold media and corporations accountable for social responsibility.
• What we do with the power of media matters.
• Need media literacy classes in schools, particularly regarding gender.
• Scholars encourage media literacy particularly for healthy gender identity as an important tool to develop one’s own voice and ability to act and speak deeply from what you know and feel.

Miss Representation helps illustrate how media messages can encourage or discourage healthy gender identity.

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Reference

Newsom, J. (Producer). (2011). Miss Representation. [Motion Picture]. United States: Virgil Films and Entertainment.

Article 3: Mean Girls? Reading Notes

Read Mean Girls?, available in eReserves.

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Reference

Behm-Morawitz. E. & Mastro, D. E. (2008) Mean Girls? The Influence of Gender Portrayals in Teen Movies on Emerging Adults’ Gender-Based Attitudes and Beliefs. Journalism & Mass Communication Quarterly, 85(1), 131-146.

 

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Provide responses of 500-750 words for the whole assignment and question #4 for should have at least 200 of the complete word count. Case Summary requirements: needed to be formatted like the example list under question #1. The case brief serves as your own personal notes summarizing the case. Case Analysis. Your case analysis will be accomplished by answering questions in each section. Make sure to genuinely explore how you would handle these situations if you were an executive for a particular business. Apply business and legal concepts that you have learned from your reading to each case. Use at least 4 references

Copying and pasting blocks of text will not earn academic credit. No more than ten percent (10%) of written work can be directly quoted from the source

Case Summary

Question #1 Brief the Case Using the follow format below.

Names of Case:

Court:

Citation:

Parties and roles:

Facts:

Issues:

Lower court decision:

Decision:

Reasoning:

Case Analysis #1

Question #2 What are the public policy issues presented by the case?

Case Analysis #2

Question #3 Using the Internet, research the current state of habitation modification (from a legal perspective). Is it still valid?

Executive Decision with a minimum word count of 200

Question# 4 Assume that you are the new Secretary of the Interior. Representatives of logging organizations have approached you about reclassifying the northern spotted owl and red-cockaded woodpecker as non-endangered species. How would you evaluate this evidence (note: use the Internet to research how species are determined to be endangered).

 

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Required information from the Marketing Plan 3 located below (Number of minimum slides 10).

Marketing Mix (Four Ps)

Product Strategy

Briefly describe your product or service. Where is it in the product life cycle? What recommendations do you have for improving the offering to fit your target market’s needs? Be sure to consider:

• What level of quality and consistency does the offering have?
• How many features does it have and can they be removed or added?
• How well does your product or service deliver what the customer values? How can it improve?
• What improvements would help your offering compete more effectively?

Pricing Strategy

How is your product or service priced today? How does this compare to competitors, assuming competitors are at or near break-even point with their pricing? Analyze pricing alternatives and make recommendations about pricing going forward based on the following:

• How sensitive are your customers to changes in price?
• What revenue you need to break even and achieve profitability?
• What does the price says about your product in terms of value, quality, prestige, etc.?

Place: Distribution Strategy

What is your current distribution strategy? What missed opportunities or disconnects are you seeing in this distribution approach? Make recommendations about your future distribution strategy based on the following:

• What are the best distribution channels and methods for you to use, and why?
• Will you have a retail outlet and if so, where will it be located?
• In what geographic area(s) will your product/service be available?

Promotion: Integrated Marketing Communications Strategy

Use the template below to lay out your design for a marketing campaign aimed at your target segment.

Approach

How will you achieve your goal? What promotional or engagement strategies will you use? Think creatively about campaigns you’ve seen for companies or brands that have caught your attention, and how your campaign will make an impact on your target audience. Will your campaign influence? Engage? Educate? Nurture? Build awareness? Etc.

Example: Use email marketing, social media and a sales promotion (prize drawing at conference) to encourage veteran attendees to post online about their experiences and plans for attending the user conference using the event hashtag. Use these testimonials to amplify dialogue about the conference (via social media), build awareness (via email marketing, Web site and targeted digital advertising) and convince peers they should attend.

Goal

In consideration of the of your previous analysis, you need to identify at least one goal for the campaign.

• Describe the target segment for your campaign.
• What is the goal you want to achieve with the campaign?
• What is your call to action?
• Make sure your goal is S.M.A.R.T. (specific, measurable, attainable, realistic, and timed.)

Example:

• Audience: HR professionals who are casual and power-users of Chumber systems
• Increase event registration by 20% by the start date of the annual user conference.
• Call to action: Register online today.

Messages

Identify the primary message for your campaign, 2-3 message pillars and proof points for each. Be sure to include a call to action that helps to achieve your goal. Remember that messages should align reinforce your positioning statement. Be sure to include a call to action that helps to achieve your goal.

Example:

• Primary Message: The annual user conference provides phenomenal value for training, professional development, peer networking and learning how to get the most out of your investment.
• Message Pillar: This conference welcomes you into a dynamic, well-connected and highly competent professional community.
• Proof Point: Veteran attendees return year after year because it is recharges their skills, knowledge and professional networks.
• Call to Action: Register online today.

Promotional Mix and IMC Tools

Identify the key marketing communication methods and specific IMC tools you will use in your marketing campaign. How will you use each of these tools? Look for ways different methods and tools can build on each other: advertising, direct marketing, public relations, digital marketing, guerrilla marketing, personal selling, sales promotion.

Example:

Digital Marketing

• Web site: Add testimonials from prior attendees, event hashtag, rolling hashtag Tweets box, social media buttons to make registration easy to share via social media

Direct Marketing

• Email marketing: Reach out to prior year’s attendees who are already registered. Ask them to post about plans to attend upcoming conference. Conduct email campaign with target audience list to generate awareness, interest, desire to attend conference.

Sales Promotion + Digital Marketing

• Contest/giveaway: Offer giveaway where Facebook, Twitter and LinkedIn posts trigger entries in a “conference evangelist” contest/giveaway to take place at conference opening session, one entry per social media tool per day

Sales Alignment

At what point(s) in the sales process (or sales funnel) does this campaign operate? Sales process stages are: 1) generate leads; 2) build relationships/discover needs; 3) present solution/resolve concerns; 4) close the sale; 5) monitor and follow up. How does your campaign support sales activity?

Measurement (KPIs—Key Performance Indicators)

How will you measure the success of the campaign? Select 3-6 KPIs (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful.

Examples of KPIs:

• Total sales/revenue
• New/incremental sales
• Number of qualified leads generated
• Net Promoter Score
• Web site unique visitors
• Number of registrations/sign-ups
• Impressions – views of content
• CTR – click through rate
• Engagement – comments, likes, shares, pageviews, video views
• Followers – social media (Facebook, Twitter, LinkedIn, YouTube)
• Awareness
• Etc.

Budget

Budget: List marketing budget and resources required to execute your marketing campaign, and estimate what it will cost. Include items such as labor, materials and other expenses such as: print materials, online media tools or development, public relations services, design services, content development services, space or equipment rental, etc. Also, estimate the increased sales or revenue the campaign will generate for the company.

Item	Purpose	Cost Estimate
Example: White paper authored by technical writer	Lay out business case for why recruiting managers need an easier tool for vetting resumes and reference checking in the technology industry	$500.00
Item #1
Item #2
Item #3
Item #4

Add additional rows as needed.

Estimated campaign impact: [insert]

Action Plan

Outline the specific activities you must complete in order to execute your marketing campaign. Each element of your integrated marketing communications plan should be listed as a separate activity. List actions in the order they need to take place for the plan to be successful: first things first, later steps last. Follow-up activities and evaluation of campaign effectiveness also should be captured in this action plan. For the purposes of setting due dates in this action plan, you should assume you must complete the marketing campaign within 3–12 months.

Timing	Activity Type	Brief Description	Audience	Owner
Today’s Date	Example: Web site Update	Add new key messages that fit repositioning strategy and audience focus	Tech company hiring managers	Jim Hill
Date
Date
Date
Date
Date
Launch Date

Add additional rows as needed.

Risk Factors

Contingency plans and risk management: You should consider the possible risks to your business and make contingency plans to address them. You note some possible risks under the “weakness” and “threats” sections of your SWOT analysis. Identify steps you can take to either reduce risks or work around them if they occur.

Executive Summary

Do this section last. This short summary should provide a holistic overview of your marketing plan. All of this information is covered in more detail in the rest of the marketing plan. For the Executive Summary, provide a clear, concise overview of the following points:

Company Description

Briefly description the organization and offerings (products and/or services) your marketing plan focuses on, and the problem(s) they solve.

Target Segment

Identify and briefly describe your target segment.

Competitive Advantage

Explain your organization’s competitive advantage.

Positioning Statement

Provide the positioning statement your marketing plan will apply.

Marketing Plan Objectives

List the objectives of marketing plan: What will it accomplish? Be as specific as possible: anticipated increase in sales, profits, market share, etc.

 

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Need help answering the following 25 multiple choice questions:

1.) The ________ method provides the number of years required for a project to repay its initial investment. a. modified internal rate of return b. internal rate of return c. net present value d. payback

2.) Crater Lake Diagnostics Inc. is considering the purchase of a new piece of equipment that has an initial investment of $75,000, has annual expenses associated with its operation of $10,000 per year and has a six year life. What is the equivalent annual cost of this investment if the firms considers the appropriate discount rate to be 11%? a. $17,728 b. $19,551 c. $22,500 d. $27,728

3.) The ________ method is a capital budgeting technique for evaluating projects of unequal lives. a. equivalent annual cost b. equal amortization c. straight-line annuity d. none of the above

4.) The profitability index method of project evaluation provides an answer that is a ______. a. rate of interest b. dollar value. c. time period d. ratio

5.) Which of the following statements regarding the MIRR and how it solves problems with the IRR is not accurate? a. The MIRR eliminates the problem of multiple IRRs. b. The MIRR eliminates the problem of the assumption of always reinvesting at the IRR. c.The MIRR eliminates the problem of arbitrarily choosing a required rate of return (AKA the hurdle rate). d. all of the above are accurate

6.) If a project has a ________ NPV, it should also have an IRR ________ the hurdle rate. a. positive; greater than b. positive; less than c. negative; greater than d. negative; equal to

7.) The ________ measure is similar to the yield to maturity measure for bonds. a. NPV b. IRR c. MIRR d. payback

8.) The decision rule for net present value declares that a project is acceptable if ______. a. it pays back within a specified time period b. the rate of return is greater than the firm’s cost of capital c. the present value of the cash inflows exceeds the initial cash outflow d. all of the statements above are true

9.) Corporate bond yields are higher than similar maturity government bond yields due to ______. a. higher overall tax rates on corporate bonds than on government bonds b. Interest rates are deductible as expenses for tax purposes c. they include a sinking fund feature d. greater risk on the part of corporate bonds

10.) Empirical evidence supports the notion that U.S. stock markets are generally _________ form efficient. a. weak b. semi-strong c. strong d. The studies have shown mixed results.

11.) The ________ is a regulatory document filed with the SEC that describes the details of the IPO and is meant to help investors make informed decisions. a. red herring b. prospectus c. indenture d. debenture

12.) Which of the following interest rates would be inappropriate for use as a base rate for a variable rate bond? a. the prime rate b. LIBOR c. a rate determined by the bond issuer’s board of directors d. the 10-year Treasury bond rate

13.) Which of the following statements is NOT true? a. Investments rated below BBB- are known as high quality bonds. b. Investment grade securities should include those with a bond rating of AA. c.

A “fallen angel” is a bond that at one time was an investment grade security, but whose bond ratings has subsequently dropped. d. Another colorful term for non-investment grade bonds is “junk bonds.”

14.) The least frequently issued capital financial instruments listed herein are ______. a. preferred shares b. common shares c. bonds d. all these instruments are issued in similar magnitude

15.) The ________ feature found with many issues of preferred stock requires that all current and past due preferred dividends must be paid prior to any dividend payout to common shareholders.

a. cumulative b. participating c. convertible d. historical

16.) Firms must make regular payments to ________ but are under no contractual obligation to pay dividends to ________. a. common stockholders; preferred stockholders b. preferred stockholders; bondholders c. bondholders; common stockholders d. common stockholders, bondholders

17.) ________ is a measure of dispersion and is one way of measuring the risk of securities and portfolios. a. Diversification b. Expected return c. Standard deviation d. Statistics

18.) Another name for market risk is ______. a. systematic risk b. standard deviation c. unsystematic risk d. total risk

19.) If a firm has publicly traded debt then the yield to maturity is approximately the same as ______.

a. the after-tax cost of debt b. the before-tax cost of debt c. the 10-year Treasury bond rate d. the WACC 20.) If a firm increases the amount of debt that it has this could lead to an increase in ______. a. financial risk b. the cost of equity c. both the cost of equity and the financial risk d. none of the above

21.) ________ represent current investor expectations about a firm whereas ________ are representations of historical costs. a. Book values; market values b. Market values; book values c. Regulators; investment bankers d. Common equity holders; bondholders

22.) A firm with a beta of 1.0 and when held in a well-diversified portfolio should be considered to have ________ risk than the market portfolio. a. less b. neither more nor less c. more d. There is not enough information to answer this question.

23.) Transit Design Inc. recently paid a $1.00 dividend, has a beta of 0.75, has determined that the market risk premium is 10% and the current risk-free rate is 4%. What is the firm’s required return on equity? a. 14.00% b. 14.50% c. 11.50% d. 8.50%

24.) If a firm does not have publicly traded debt and therefore does not have a yield to maturity as an estimate for its cost of debt, a common practice is to estimate the cost of debt by adding a premium to the rate on ______. a. the cost of accounts payable b. equity c. long-term government bonds d. collateralized debt obligations

25.) All else being equal, investors “like” ________ and “dislike” ________. a. risk; return b. return; risk c. standard deviation; risk d. diversification; return

 

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