The Impact of Local Television in Today’s Society

Local Television in Today's Society Since the early 1940's, it has been clearly evident that television has played a crucial role in the way people receive and perceive news media on a day to day basis. According to State of the News Media, viewership and ratings have drastically changed over the years and as of 2012, it is suggested that it is in large part due to the pressing and irreversible shift towards social media.Now our country not only relies on our friendly local newscasters to fill us in on the weather or breaking news irst thing in the morning, but also on the latest KRQE tweet on Twitter or status update on Facebook. Our world is turning digital and as hard as many may try to stop it, there is no denying that a future in news will rely heavily on the efficiency and effectiveness of social media. So where does this leave our local television stations and ultimately, how will this digital frenzy effect their overall viewership, ratings and longevity?This is the prominent concern in our local news media world today and a question that must be discussed and actively researched to ensure the future of local elevision news. Throughout the course of this semester, the students in this Media Management course have had the opportunity to pick the brains of various news anchors, producers, directors, and Journalists to question and investigate this shift from both print media and local television, to our growing reliance on internet and various social networking sites.Each of our guests was forced to explore the same question: In a time of slipping credibility and growing opinion, how do you succeed in the digital era while maintaining values and traditions of great Journalism that rought us here in the first place? With no surprise, each speaker responded with a similar statement. The gist being that as a society, we must, as a whole, focus on seeking the truth behind any story. We must provide valid, reliable and timely information that pertains and relat es to the lives of every member in our community and remain a trustworthy source of news for years to come.We must place precedence on social responsibility. Seems a lot easier said than done considering there has been a noticeable decline in local TV news viewership since 2007. And lthough there was a slight increase in 2011, the mostly steady decline has been cause for great concern in the news world. While reading the substantial amount of information that State of the News Media provided on this issue, it was apparent that network and local stations alike are predominantly losing viewers (or in some rare cases reaching a time of stabilization) in both primetime television spots as well as in nontraditional time slots.The research suggests that although there is the occasional increase in viewers during times of national or worldwide distress, there is indeed a uantitative measure proving simply a sta bilization ot local news audiences in specific time slots (no increase) versus the drastic decline that was evident beginning in 2007. However, this ‘improvement' was not substantial enough to propose that local TV news has entered a period of new audience growth. According to SNM, â€Å"viewership of network affiliates was up for newscasts in both the morning (5 to 7 a. m. ) and late evening (11 p. m. when averaged across all sweeps periods studied. In the early evening time slot (5 to 7 p. m. , viewership was down slightly. † Delving a little deeper into the sweeps periods offered a clue to at least one reason behind the improvement – there has been higher interest in the news (for example the coverage of the chaos, rebellion, and distress surrounding Egypt and Libya earlier in the year or the 2012 Presidential election. ) But breaking news or continuous coverage of a significant event may not always dominate the airwaves considering there are times when news is slow and not as easily accessible.At that point reporters must rely on heir o wn investigative skills and creative thinking to find their own stories to dissect and examine. These facts were reiterated by a large number of our guest speakers in class including Alex Tomlin, Bill Anderson, Doug Fernandez and Jessica Garrate. They all made it a clear point to discuss the importance of understanding the average news consumers' daily routine, the most critical time of day that any one individual can be reached and what it is that truly attracts a news consumer to a particular station. That is the indeed the key to success for any local station.Understand the consumer and their wants and needs, take initiative on finding imperative stories regarding our community, and consistently provide viewers with the most up to date and relevant news possible while maintaining a good reputation by being credible, reliable and original. In todays news world, this in many instances means Jumping on that social media bandwagon and making the decision to provide consumers with pla y by plays via the internet. â€Å"Almost every station in the country now has a Facebook page, according to the annual RTDNA/Hofstra survey, and almost 90% have t least one Twitter feed. (SNM, 2012) This move to digital news has proven to be in some cases effective, and in others somewhat irrelevant to the success of local stations (or newspapers) as mentioned by Bill Anderson, general manager of KRQE, and Dan Mayfield, Sr. writer for NM Business Weekly. However, although results of viewer increase due to social media is not definitive; it has great potential to become a positive influence for any news team because social media can encourage consumers to sample any station's newscast.And once that seed has been planted, it becomes the responsibility of the news team to deliver a quality show that maintains that viewers' interest. Alex Tomlin, news reporter and correspondent for KRQE, discussed in great detail the value of delivering hard and entertaining news, without focusing on the trend of social media. She mentioned briefly how a reliance on networking sites is viewed in the news world as a method of being lazy and therefore unreliable because it is difficult to attribute any fact to the alleged statements being made.

Critical Review of three Scholarly Journal Articles Essay

One of the most important finding generated by this paper is the effects of race on the view that police is biased on race. This includes racial profiling of police where Black or minority group in general are most like stopped by police than White American. In all four models, blacks and Hispanics are more likely than whites to believe that police bias is a problem (Weitzer & Tuch, 2005). Blacks however, according to this article perceives police bias more of a problem than Hispanics. One interesting subset of this is that Blacks tend to perceive police discrimination against Hispanics than Hispanics see themselves. So that Black Americans tend to see that Hispanic drivers are being racially profiled compared to white drivers. Another important finding presented by this article is the role of media in shaping the perceptions of people regarding racial discrimination. People who frequently hear or read about incidents of police misconduct, as transmitted by the media, are inclined to conclude that the police engage in racial profi ling, are prejudiced, and discriminate against minority individuals and neighborhoods (Weitzer & Tuchs, 2005). The data gathering method and analysis technique used in this article is solid considering that it is based on a national survey of national survey of 1,792 white, African American, and Hispanic adult residents of U. S. metropolitan areas with at least 100,000 population (Weitzer & Tuch, 2005). The survey results where advantageous in the sense that oversampling African Americans and Hispanics, in contrast to the small number of minority respondents common to other surveys. Another advantageous factor is the tapping of both attitudes toward police and personal and vicarious experiences with the police. Another very important correction factor they have added is idea that there are differences in the number of households with phone access from the three different races, Black, Hispanics and White American. This is very important consideration since the data was collected using random dialing of phone numbers. So in general the data was very reliable. Race-Based Policing: A Descriptive Analysis of the Wichita Stop Study Unlike the previous article which discusses racial discrimination of policing in a wider perspective, this article focuses on racial profiling. The results of this rigorous effort put on the analysis of enforcement pattern do not prove race-based policing. The result of this document instead provides guidance for what are needed on studies to determine if race is a significant determinant for police to decide whether to stop them for inspection or not. According to this article, in order to fully understand the results of these decisions we must document the process by which these decisions are made (Withrow, 2004). Unfortunately, nothing in this data-set or any similar data-set is capable of such an analysis (Withrow, 2004). Although important findings emphasized by this study is that police awareness of the incorrect conceptions of well-established beliefs regarding race plays an important role in dealing with this sensitive police profiling issue. It is however certain that by asking the appropriate questions police administrators have a real opportunity to raise their department’s level of sensitivity to the issue (Withrow, 2004). One important finding that supports this idea is the result of this study that the proportions of searches that produces contrabands does not vary with race. The data gathering method used in this study is based on qualitative information recorded on every police stops from the Wichita Stop Study Dataset and the analysis technique are based on logical reasoning. In late July 2001 representatives from the Wichita Police Department provided the author with a data-set representing the first six months of collected information including 37,454 stops (Withrow, 2004). What is interesting about this data is that to date (relative to this article) this is the largest qualitative data set of this type. This provides reliability of the data gathered and provides validity of the results of this study. Perceptions of Racial Profiling: Race, class and Personal Experience The important result study is to provide a significant basis for the need to examined both race and class determinants of citizens’ relation with the police. In the discussions provided by the author, it was indicated that disadvantage black are more likely to believe that police are abusive of African American because of their personal experience. Another very important point generated in the discussion is with regard to racial profiling. We found that better educated African Americans are more likely than are less educated to disapprove of profiling, to view it as a pervasive practice, and to say that they have personally experienced it (Weitzer & Tuch, 2002). The authors argued that the reason for this is that higher education fosters greater exposure to media and information related to profiling problems. The data gathered were collected from a nationwide random-digit-dialing telephone survey of 2006 respondents conducted by the Gallup organization between September 24 and November 16, 1999 (Weitzer & Tuch, 2002). This offers reliability on the data gathered and considering it has the same strength of oversampling African Americans. Couple this data with various related literature from refutable sources, the data collection are quite valid. The analysis employed in the discussion where supported by citations from previous studies which further validates the ideas presented. CONCLUSION The important results generated by these documents suggest that minority group and Black American in particular, perceives that racial discrimination in the form of racial profiling is an issue. Through proper police awareness of incorrect conceptions that race is a factor that determines people tendency to commit crime, the sensitivity of this issue can be controlled. Couple this with the important role of education in providing proper understanding of the situation there is a possibility of correcting this perception. References Weitzer, R. & Tuch, S. (2005). Racially Biased Policing: Determinants of Citizen Perception. Social Forces from the University of Carolina Press, 83 (3), 1009-1028. Withrow, B. (2004). Race-Base Policing: A Descriptive Analysis of the Wichita Stop Study. Police Practice and Research, 5 (3), 223-240. Weitzer, R. & Tuch, S. (2002). Perceptions of Racial Profiling: Race, Class, and Personal Experience. Criminology, 40 (2), 435-453.

Procter&Gamble Essay Example | Topics and Well Written Essays - 500 words

Procter&Gamble - Essay Example ledge and learning, discipline and thoroughness are part of Procter and Gamble’s ideals of best practice.By implementing profit sharing, the company reinforces loyalty for the company, mutual respect and trust between management and workers. Among the principles and values are a deep commitment towards customers’ best interests, social service, employees’ welfare and business operations that are simple, direct and transparent. (Dyer et al, 2004: ix, 46, 305). Increasing intense competition from Unilever, Johnson and Johnson, Kimberly-Clark, L’Oreal and other companies is weakening the company’s position in the share market. Further, demand for consumer goods is impacted by the soundness of the United States economy and particularly by corporate profits. Also, investigators have uncovered the fact that animal testing is being done by the company in harsh conditions for its cosmetic and drug manufacturing units (Swasy, 1994: 196). Since consumers are aware of the ethics behind production and the need for corporate social responsibility, this may affect the marketability of its products. Acquisitions such as the recent one of Gillette prove to be mutually beneficial (Hannon, 2008: 46). Further, developing the different markets which are opening up opportunities for P & G to establish itself has to be done with priority product categories, and the organization to be developed to carry out the strategies have to be planned (Conklin, 2006: 189). Technological advances have made it possible to increase the rate of production several times, thus reducing overhead costs (Swasy, 1994: 97). With the aging population all over the world increasing in proportion, as compared to a decade earlier, the growing need for skin care and pharmaceutical products along with research development has opened up new opportunities in these spheres. Competitors have been devoting more research funds to cosmetics than to detergents or other products, with higher profit margins

Understanding Relationships Essay Example | Topics and Well Written Essays - 1250 words

Understanding Relationships - Essay Example It may be rather difficult, as it requires a lot of effort and understanding. But now I more deeply explored this question and may say that some years ago I had an awful lack of relationship tips to use. For instance now I understand the importance of looking into the eyes during a conversation with your partner all the time when he speaks and being sincere in own wish to understand his point of view - that is very captivating. If you do not understand something, you should not be shy to ask direct questions for clarification. You may also scroll in mind your understanding of what your beloved person tried to convey during the conversation. At least it will show that you care about good communication in your relationship, as well as that you really listen and understand his or her point of view. It does not necessary to agree with your partners point of view, but at least you should try to understand it. For me successful communication in relationships also includes expressing own feelings in a positive, constructive way. Accusations and arguments may only put the other person in the defending position. Instead, in my new relationship now I am trying to express what I feel about a particular situation and ask for my boyfriend’s opinion on how this issue can be resolved. It is important to be brief and do not wander from side to side during the discussion. For good communication it is very important to remain calm. It can be quite difficult, especially if the situation is heated up with emotions. In my previous relationship I tend to gain momentum during the conversation, and that made me more worried. It is important not to do this; otherwise the try to talk to the beloved person will fail. Finally, now I try to be sure that I have chosen the right moment to communicate with my partner about important issues, as communication in a relationship can be overshadowed by some inevitable distractions. For example it is a bad idea to

POST TRAUMATIC STRESS AFTER TRAUMATIC INJURY Essay

POST TRAUMATIC STRESS AFTER TRAUMATIC INJURY - Essay Example This article aimed at investigating the history and tendency of PTSD after traumatic injury. The research stated null hypothesis as: Ho= â€Å"patients who develop PTSD after traumatic  brain injury would suffer the symptoms of trauma† where as the alternative hypothesis stated: Ha= â€Å"patients who develop PTSD after traumatic brain injury would not suffer from the symptoms of trauma†. Traumatic injury is taken as independent variable whereas post traumatic disorder is studied as dependent variable. Sampling procedure employed to gather data is probability sampling in which structured interview of the patients suffering form traumatic disorder were conducted. A sample of 96  patients was included in the study. The mean value  for posttraumatic amnesia was 36.97 days (SD=30.65) as established by use of â€Å"Westmead Posttraumatic Amnesia Scale†. The mean â€Å"Glasgow Coma Scale (GCS)†Ã‚  score  was 8.00 (SD=3.78). Mean posttraumatic amnesia and GCS  scores indicated that the average level of traumatic brain injury  was very severe. The 96 patients who participated in the 6-month assessment had (mean=8.00,  SD=3.78) (t=2.96, df=124, p

Employment law 1 Essay Example | Topics and Well Written Essays - 250 words

Employment law 1 - Essay Example In the above case, Wal-Mart is not liable for any offense since US constitution protects employees with criminal background from any form of discriminatory practices in employment matters. Title VII of the Civil Rights Act 1964 prohibits all forms of employment discrimination on the basis of national origin, religion, color, or race (Repa 15). In the above case, Wal-Mart had no hiring policy requiring the criminal background of the potential employees. In the case, Bobby has only previous being convicted of a misdemeanor and not rape. However, Wal-Mart can implement a policy to request the criminal background of employees, but it must put into consideration the nature of job, the gravity of past convicted offense and time lapse since the offense before making the hiring decision (Repa 67). Wal-Mart is not liable for not requesting the criminal background of Bobby since no employment law requires the company to do so. Equal employment opportunity guidelines require all employees to av oid or minimize requesting the criminal background of employees since this may lead to discrimination in employment practices (Walsh 163). Under Equal Employment Opportunity Commission (EEOC) guidelines, Wal-Mart is not supposed to deny Bobby the employment opportunity even if the company has a policy on employee criminal background screening except when the crime is job-related (Walsh 162). Wal-Mart is not liable for any offense in hiring Bobby considering no hiring policy that requires the background checks of employees and the nature of past convictions and the current allegations of

The 2007 Real Estate Market Crash Research Paper

The 2007 Real Estate Market Crash - Research Paper Example It is connected to many other aspects of the U.S. and world economies. For this reason, an understanding of how the economy works is important to gain a deeper appreciation for the events that have developed. The paper has three parts that answer the questions: "Where are we now", "How did we get here" and "Where are we going" Answering these basic questions would result in a deeper understanding of events, allow an objective analysis of the causes and how these are linked to the effects, and teach important lessons that could be learned to avoid, or at least minimize, similar experiences and mistakes in the future. The third part is a series of predictions of what would happen, what steps could be taken to minimize the negative effects on the economy, and what lessons could be learned and answers the question "Where are we going" On February 7, 2007, the Senate Banking Committee indicated that nearly 20 percent of sub-prime mortgage loans obtained from 2005-2006 would be foreclosed, threatening over 2.2 million families in the U.S. with losing their homes over the next few years (ABI, 2007, p. 8). Last April 2, 2007, the second largest provider of high-risk, sub-prime mortgages in the U.S., New Century Capital Corporation of Irvine, California, filed for Chapter 11 bankruptcy protection and fired 3,200 employees in the wake of its own "financial missteps" and troubles with the SEC and U.S. Department of Justice over financial statements which failed to accurately account for financial losses the corporation was suffering, as well as mismanagement of the corporation (Gentile, 2007, p. 1). A September 1, 2007 issue of The Economist (2007, p. 59) revealed that despite official reports in the end of July that the U.S. economy was doing well, the truth was much darker than what most people believed: the economy's weakest link, the housing market, was in even worse shape than many realized. New-home construction plunged in July; the backlog of existing unsold houses rose to a 16-year high; and average house prices in America's ten main cities fell by 4.1% in the year to June. These developments led economists to forecast that the pace of new-home building would fall by a further 30% and average house prices would tumble between 7.5% and 15% by the end of 2008 and by another 15% to 30% in the succeeding years. These news reports can be seen as part of a series of business and financial problems. Houses were built using borrowed money that could not be repaid by builders because the houses could not be sold. Houses could not be sold because too many were built because borrowing was easy. Since houses could not

Response to at least 3 students assignment postings Coursework

Response to at least 3 students assignment postings - Coursework Example The author was successful in making me accept his strategy of applying mixed method when dealing with the issue. My favorite part was the author’s admission that application of a collective strategy would be difficult because the involved parties would be holding divergent opinions whose conflict may cause inconvenience in the healthcare industry. Bennett, G. (2012), Republicans pivot quickly, turning Supreme Court loss into attack on Obama. Retrieved from http://www.palmbeachpost.com/news/news/state-regional-govt politics/republicans-pivot-quickly-turning-supreme-court-lo/nPhfn/ This article is more inclusive as it includes the American people who are the main beneficiaries of the issue (NEDARC, 2010). It was clear that the author was trying to divert from politics through involving the government instead of individual political parties. I was especially moved by the author’s attitude of staying clear of the historical background of the healthcare issue, and instead suggesting mechanisms that can be applied in improving the situation. In my opinion, the author is trying to make everybody feel responsible for making the health care plan a success. The author was successful in outlining the individual roles of all stakeholders in the health care industry (Bachmann and Barth, 2004). NEDARC (National EMSC Data Analysis Resource Center) (2010). Communication mediums. Retrieved from http://www.nedarc.org/tutorials/utilizingData/chooseCommunicatioMethods/communica ionMediums.html#Presentation In this assignment, it is clear that the author is trying to interconnect both the internal and external factors that lead to criminal recidivism. In my opinion, the three audiences; that is, the state parole board, the state bar association and the board of directors of the Exodus Transitional Community, fully represent the sources of interventions that can be applied in mitigating the causative factors (Lehman and Phelps, 2005). However, I think that the

TWA flight 800 Research Paper Example | Topics and Well Written Essays - 2750 words

TWA flight 800 - Research Paper Example The technology leading to the case was the location of the plane, possible electrical arcing, and auto-ignition. The investigations were led by the NTSB and FBI, who disapproved the bomb and the missile theory. The findings include that the defective condition of the wiring could have caused the ignition of the fuel vapor at the central tank. Recommendation presented include that the central tank should be kept full and that air conditioners should be relocated or insulated from the tank. Impacts on engineering include change to continual review of the aircraft’s hardware. Abstract†¦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‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦.1 Table of Contents†¦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‚¬ ¦.†¦..2 List of figures†¦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‚¬ ¦Ã¢â‚¬ ¦....3 List of Figures†¦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‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.3 1. ... .†¦13 2.3 Recommendations†¦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‚¬ ¦...†¦14 3. IMPACT ON ENGINEERING PRACTICES†¦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‚¬ ¦..†¦.15 4. CONCLUSION†¦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‚¬ ¦.†¦16 5. WORKS CITED†¦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‚¬ ¦Ã¢â‚¬ ¦17 LIST OF FIGURES Figure 1.1 Image of the TWA Flight 800 before the explosion: www.stat.ucla.edu, 1996 Figure 1.2 Image of the TWA Flight 800 after the explosion (a CIA explosion) www.washingtonpost.com, January 1997 Figure 1.1 Image of the TWA Flight 800 showing the position of the central fuel tank www.elvis.engr.wisc.edu, 1997 Figure 1.3 Image of the TWA Flight 800 showing the position of the central fuel tank www.elvis.engr.wisc.edu, 1997 1. INTRODUCTION Twenty minutes after its take off from the JKF international Airport at New York – on July 17, 1996 – TWA Flight 800 exploded. The plane was heading to Paris. During the clash, all the 230 passengers aboard the plane died from the explosion. The cause of death for the passengers – as explained by medical specialists – was the phenomenal whiplash of the flames after the explosion of the central fuel tank (Flanner 4). This report presents the general theories explaining the causes of the explosion – including the bomb and the missile theory as well as the conditions of the central fuel tank, which may have led to the explosion. The paper will discuss the investi gation of the explosion, the findings after inquiry and the recommendations developed. The impact of these findings on engineering practices will also be reviewed. Figure 1.1 Image of the TWA Flight 800 before the explosion www.stat.ucla.edu,

Women and Religion Essay Example for Free

Women and Religion Essay Recognizing in religion one of the most powerful institutions for perpetuating sexism and patriarchal authority, feminists have responded in different ways. Some reject all forms of religion, believing that it is an oppressive and negative force, a trap which hinders women in the struggle for material change in their lives. Others believe that there is a spiritual as well as a material aspect to life, and seek alternatives to male-defined religions in goddess worship and other forms of woman centered theology. Still others, while recognizing the patriarchal bias of Christianity, Judaism and Islam, believe that there are spiritual truths in these religions which cannot be denied, and feel that it is therefore necessary to work for reform from within, rather than breaking away (Allen 272). Some religious feminists work for equality, while others believe that female superiority should be recognized in spiritual matters; some reject what they consider oppressive traditions, while others believe that there is strength to be found in reclaiming and redefining womens traditional roles. Like all patriarchal religions, Christianity has been instrumental in creating, perpetuating, and justifying womens oppression. Yet although the Christian church has been for many centuries the most oppressive institution, forcing women to submit to the rule of their fathers and husbands as stand ins for God, this oppression is not necessarily inherent in the religion, and many women have found in it spiritual liberation and truth. Christian teachings may be emphasized and interpreted in varied and quite contradictory ways, as proven by Elizabeth Cady Stanton and her co-authors in The Womans Bible, and modern scholars have re-examined the New Testament to argue that despite later interpretations, Jesus was free from sexual prejudice (Allen 273). During the puritan revolution of the mid-seventeenth century the entrenched sexism of the church was challenged as the concept that all human souls are equal in the sight of God gathered force. The more radical puritan sects took the idea of spiritual equality to its logical conclusion, accepting the authority of the spirit over that of church or state, even if that spirit happened to be manifested in a woman or a child. Although not widespread,  and soon subdued, the very existence of this idea allowed feminist theory to develop within women who still defined themselves as Christian (Maitland 217). The discrepancy between Christian ideals and the actual treatment of women within the church began to attract more attention in the 1960s and 1970s as more and more women were influenced by feminist ideas. Individual instances of injustice began to be seen as part of a pattern of sexism. But as women began making demands of their churches they encountered a deep, often hostile, resistance to change, and were forced to ask historical and theological questions of Christianity in a search for the roots of its sexism. In A Map of the New Country: Women and Christianity Sara Maitland argues that the root of the problem lies in the ancient heresy of dualism: the idea that the wholeness of Gods creation can be divided into two and labelled good (spirit) or bad (flesh). According to Maitland: Dualism is a fundamental ground of oppression-the ability to assert that me and mine are better than that which is Other, and justifying this by making God, the ultimate Other, over in ones own imageFeminist theology perceives that dualistic splits are the cause not just of sexism, but of racism, classism, and ecological destruction. How far feminist theology may depart from accepted doctrine and still be considered Christian is a problem faced by feminists struggling to reconcile their spiritual with their political feelings. Some Christian feminist groups are church-linked, others are interdenominational, and others have moved, like philosopher Mary Daly, once a respected Catholic theologian, now declaring herself unconfined by the teachings of church or man, into the new realm of spiritual feminism. In Britain, the Christian Feminist Movement began in 1978 as an active group concerned with examining feminist issues from a Christian viewpoint, and challenging sexism both within and outside the church. They are separate from, but closely involved with, the Christian Womens Information and  Resource Service, a network linking people working to change the position of women in the church, which hopefully will be done soon (Allen 72).

Skins as a Form of Branding Opportunity

Skins as a Form of Branding Opportunity EXECUTIVE SUMMARY This study makes an attempt to understand the business of ‘skins and the various ways it can be made a part of Ambient Media to offer more branding opportunities to advertisers. This involves various forms of skins, its multiple applications, and the ways in which it can provide branding opportunities. Skins are the 2nd generation products that can be applied to any external surface and are printed and used for personalizing or branding devices or surfaces. The concept of skinning was introduced in the US 5 years ago. Since then the product has found its way in Europe and South East Asia. The business of skins is at a very nascent stage in India. The scope of this dissertation is to analyze the use of ‘skins, where every surface is brought to surface quite literally, as a medium to interest and engage consumers. With ‘skins, no space is left mundane and dull as long as there is an opportunity to style it and brand it. The research undertaken for this purpose was exploratory in nature. It was broadly executed in 2 Phases. The first phase was the stage of Secondary Data analysis wherein extensive review of existing companies and practices in the domain of skins was conducted. This is to investigate various business models around skins. The first phase also included Primary Research by interviewing consumers through a qualitative, depth interviews. This facilitated a grasp on what the consumers think about brands and their innovations in branding. It is primarily to check how different mediums affect them, and what affects them the most. Phase 2 of the Research Design involved in-depth qualitative interviews of 5 Brand Managers and 5 Industry Professionals (mix of Media | Advertising | Retail | Industry Veterans). The Phase 1 Primary Research results will be used to provide better insight into the interaction with B2B respondents. These interviews were helpful in getting insights to substantiate the secondary research and the consumer surveys. Once the data had been collected, it was analyzed to facilitate opportunities and make generalizations. The factors that companies would take into consideration were Licensing of brands, Personalization through Brand Designs and various Manufacturing processes that enable production of high-quality skins. Also, new technological innovations that can aid skins to be developed as more functional and engaging for the customers were necessary. Based on the findings, certain models were identified and conclusions were drawn. With the media industry growing, new forms of media are sought after regularly. This study enables one such potential form of Ambient Media to make its way into the advertising plan of Brand Managers. Although a lot of international companies have made their contributions to the medium of skins, its time India opened up to this phenomenon. INTRODUCTION The need to be different, which stems from the need to be noticed leads to multiple changes in the environment. Some of these changes are fads, the others determine the future. Seen from a brand managers perspective, some of these basic human desires can lead to a plethora of opportunities for them. One of these opportunities is discussed below. It deals with the domain of modified aesthetics. As more and more portable gadgets and other forms of electronic and technological means are consumed by us every moment, their usefulness continues to expand. But just carrying the latest gadget which looks like everyone elses version of that latest gadget is not enough anymore. So why not personalise it. Better still why not use the investment as a branding opportunity. Not only gadgets, there are innumerable surfaces available today that are waiting to be utilised. Advertisers have the opportunity to brand all surfaces through skins. These surfaces can be identified as: Wall skins: walls, cupboards, mirrors, drawers, doors, etc Fleet skins: cars, cabs, biked, aircrafts, trams, buses, trains, etc. Devices skins: laptops, mobiles, music players, all appliances, etc. The idea of making electronics or any other product more personal is that the real world can also start acting more like the online world. Similar to how one can change their online profile anytime they want, so can they have their most loved brands or their favourite images on their phone or car! These products known as ‘skins, not only make your common device look stylised, but also protect it. These skins that can be pasted on any exterior surface are soon becoming extremely popular within a very short period of time. They are a dream come true in the ‘customization arena. This application has created waves worldwide and is now revolutionising the way mundane products are being presented to the world. Apart from this key use, there is the Branding Opportunity that ‘skins bring along. While personalisation is fast becoming popular, it is not the key issue here. What the scope of this dissertation is to analyse this innovation as a new format for Brand Managers. It will not only open up new branding prospects, but also be included in the fast and upcoming category of Ambient Media. Ambient Media is the name given to a new breed of out-of-home products and services determined by some as Non-Traditional or Alternative Media. Ambient media advertising is a way of overcoming traditional method of advertising to get the attention of the consumers. Ambient media in a larger scale define the media environment and the communication of information in ubiquitous and pervasive environments. The reasons why Ambient Media has grown are: Decline in the power of traditional media Greater demand for point-of-sale communication Ability to offer precise audience targeting General versatility While some see it is a fiendish way of getting an ad message into every nook and corner of our lives and on to anything that moved, yet it was the sector that was growing outrageously through the 90s. It was argued that ambient alone never made any brand famous, and marketers would soon get tired of this faddish and whimsical medium. However, such judgements were not possible as ad revenues were unstable and fast changing. Also, as media proliferation made it harder to get attention, advertisers look for other ways to place their brands before people. This can be via all sorts of locations and methods and often close to the point of sale. This is where ‘skins can come in and enable brand managers to make their brands be seen. As it is put over everyday use products, the opportunities will be numerous. In todays day, when one travels, it can be seen that all around, commuters work and play away on laptops, PDAs, iPods, mobiles, blackberries, sometimes all at once. Mobiles and pervasive media have truly reshaped the practices of travel. This provides tremendous potential for a business like Skins to enter the market. Apart from public spaces to use ambient medium, individuals personal surfaces can also be used as a fresh medium of branding. Laptops, iPods, Mobiles, etc. all are new opportunities in the ambient media world which can be used for branding through skins. While it is true that Media images change the way we see and experience a city, why not make it aesthetic and meaningful. Until now, out-of-home activities that engage the consumer like hot air balloons with slogans, digital out-of-home, and life size mascots for brands, etc. are considered the norm for Ambient Media. However, formats go out of fashion very soon, and newer ways to brand and reach consumers are sought by marketers. In earlier times, brand positioning and promotions through mass media did the trick for marketers. Customers flocked to buy the brand that was advertised and thats how many successful brands were created. However, increasing media clutter and reducing customer attention spans have resulted in decreasing effectiveness of traditional practices. Therefore modern brand managers have started using techniques like Brand Inclusiveness and Brand Engagement to conquer customer hearts. Brand Inclusiveness: The brand can become a part of the customers lives through a planned presence. For example: a mobile phone or a laptop is personal belonging of a customer that is highly significant in todays world. What better way of brand inclusiveness than to Brand these gadgets itself. Skins as a medium can be used by companies to as a branding opportunity by sending the loyal customers a skin each for these gadgets. These skins can be customised as per the customers gadget model and can then be used as both a branding and well as a style statement. The loyal group of customers would be proud to sport their favourite brands skins on their phones or laptops. This is a high level of brand inclusiveness for companies, where they can manage to convince their loyal customers themselves to become their brand champions, and hence, brand managers. Brand Presence: Customers live busy lives and the brand needs to touch their lives in relevant ways. This requires the brand to be present at places frequented by customers. This can be done through a number of ways: Skinning cabs in urban cities with the branding of various products of services that are targeted to the cab-using population of the society Skinning Public Buses with the branding of various products and services that are targeted to the us-using population of the society Skinning tables at coffee shops with brands that compliment a coffee or such an environment Skinning conveyor belts at airports Skinning Elevators at public spaces like Corporate Offices, Government Buildings, Residential Societies, etc. Skinning PCO booths, etc. Brand Engagement: Brands have realised the importance of the interactive approach t engage customers. This can be done through various co-creation ideas. So while, interaction can exist individually, a mix of skins (visual) and interaction can do wonders for a lot of brands. While skinning the vehicles or other such ambient forms can be a standalone practice, brand engagement would take this idea further. For example- If the cabs are skinned by a Credit Card brand, then the cab driver can offer pamphlets of the passengers. If the cab is skinned by a Chips brand, then free trials can be offered in the cab to the passengers (in case of a new product). Also, the passengers of a skinned cab can send an SMS to receive further information about the brand, to receive a catalogue, free trial, etc. A lot of ways to engage the customer are possible after the initial visual of the brand through Skins. Concern for Customers: Customers want their favourite brand to show concern for them. In this regard, there is a special kind of Skin called ‘Gripper. A gripper has two parts. The small skin sticks to the back of the mobile phone, while the big skin sticks on any surface which has an angle. Mobile Phone brands or Telecom providers can use this product with a social message. The gripper helps hold the phone to the surface on the bigger skin. This will help highlight the use of mobile phones while driving, as the driver can stick the phone on the angled surface which provides holding the phone while driving. The phone often slips from the cars dashboard, which now will be held in place by the gripper and enable the driver to take some calls on loudspeaker. Also, Wall Skins can be used at key public places by brands in order to give out social service messages to the public at large. These wall skins can come in all sizes and will create large scale awareness if put at strategic places. Hence, the inclusive brand image focuses on touching customer lives in a relevant manner. The brand needs to engage customers and the use of interactive media comes handy for this initiative. Hence a brand can conquer the hearts of consumers by showing concern and being available at all times, all places. The scope of this dissertation is to analyse the use of ‘skins, where every surface is brought to surface quite literally, as a medium to interest and engage consumers. With ‘skins, no space is left mundane and dull as long as there is an opportunity to style it and brand it. As we see that Media is evolving from Digital to Pervasive to Interactive, every brand needs to speak to the consumer at different touch points, so as to keep the consumer engaged, yet not be disliked. One example of ‘skins in the form of Auto wraps that is seen in the recent times in India is the branding on Cabs and other vehicles. For example: Meru cabs run campaigns of different brands for different periods of time. Here the Brand Alliance between Meru and the advertising brand leads to recognition in the marketplace. Clever messages can be put up for different target markets, giving brand managers an innovative medium to engage the consumer. It generated street level advertising. What are skins? Skins are the 2nd generation products that can be applied to any external surface and are printed and used for personalising or branding devices or surfaces. The concept of skinning was introduced in the US 5 years ago. Since then the product has found its way in Europe and South East Asia. Following are the basic features of skins: Currently, the Skins are made up of vinyl that is digitally printed and post printing it is cut either as per general dimensions or cut as per the device. However, this manufacturing process can change a per technology used or requirements Skins are available for mobiles, laptops, portable music players, gaming devices, cars, and any other external surface Skins are available in general sizes and custom made, where the skins are per-cut based on the device However, the concept of skins is fast changing as per various different manufacturing processes used. There are new hard cover skins also introduced in the market A combination of fixed designs and the option of personalised designs is made available The complete product range will be: Skins made up of Vinyl Skins made up of different textures such as Leather, Canvas, Jute, etc. Skins made up of Gel Grippers used to hold a certain product kept on a surface at an angle Wall skins Hard Cover skins Electro-statically charged skins More and more technological innovations are leading to different types of skins being launched. However, all of these can be used as an Ambient Medium by companies for Branding. The major manufacturers of vinyl skins are: 3M, Avery, Kodak, Mactech. However, there are other numerous vinyl manufacturers present in the market. More and more technological innovations are leading to different types of skins being launched. However, all of these can be used as an Ambient Medium by companies for Branding. Cell phones, laptops, MP3 players, iPods, Blackberries all these personal electronic devices have changed the way we go about our everyday lives dramatically. Millions of people around the globe have embraced these changes and are sure of staying at the receiving end of cutting edge technology. Because technology inspires passion, people who are passionate about their gadgets are more often than not passionate about other areas of their lives such as music, sports, movies, art, fashion, etc. Skins result from this passion. People get a chance to express themselves and personalise their electronics which helps them reflect their favourite interests. School children can skin their laptops to display their school colors or logo, cell phones can be skinned with their favourite design, Music Players can be skinned with their favourite artist, etc. The opportunities are tremendous. A large variety of skins are available for a wide range of electronic devices and new technology. They can be either individually designed or branded. Branded skins are a new way of companies to reach out to the customers. Brands such as Disney, NFL, Star Wars, Superman, etc. can be bought through licenses and sold to interested customers through multiple sales nodes. Some articles have been reviewed to understand the Ambient Media market, gauge trends in the same, and determine need gaps for a product like ‘skins. â€Å"India will overtake China next year to become the fastest growing advertising nation†, Jones, S. (2009) LITERATURE REVIEW Skin Care: The Sensual Surfaces of Objects â€Å"Aesthetic modification of product form is common practice in industrial design. Designers are trained to create beautiful products, which not only provide an aesthetic experience to users, but also lead to enhanced profitability†, Boradkar, P. (2004). In fact, the desire to increase sales in a market that was flooded with too many goods is what led to the practice of industrial design. This practice of alteration of the basic form of a product is often referred to at the ‘stigma of styling by industrialists and designers. However, according to this article, these changes undertaken by the designers are limited to the external surface of the object. The term used here for external surfaces or shells of objects is ‘skins. These skins can have multiple meanings that are created by the designer, user, critic, etc. Virginia Postrel, in her book The Substance of Style, has argued that aesthetics has become a significant and an omnipresent component of everyday life in the US. She has gone on to say that it is clearly visible that we are increasingly becoming fond of beautiful surfaces in case of objects, environments, interiors, and our own bodies. There are multiple proofs to this theory of dependence on aesthetics the popular profession of image-making, the makeover shows on television, innovations for the perfect product, the perfect look, etc. Style has seeped into our lives. This according to her is skin care. Human Skin It provides sensation and protection from the external environment. It is constantly in a process of change and regenerates itself on a regular basis. Object Skin The five major categories that signify the primary functions of object skins are: Protective Skins, Informational Skins, Sensorial Skins, Technological/Intelligent Skins, and Mythical/Fetishist Skins. My topic of study here is the ‘Sensorial Skin which includes Visual Skins. These skins arouse admiration, fear, curiosity, contempt, etc. Social meanings of these graphics and designs can be traced back to the context, object, user, etc. Hence, the article concludes that the process of styling or creating new skins is often practised in design consultancies and corporations, where the products only change appearance without any added utility or other value. Creative operations are performed on the skin to stimulate desire, but these are often justified as attempts to satisfy a wider range of user needs. This is said to be the role of commodity aesthetics to the ‘sexing-up of the object. As ‘skins is the prime area of study, this article gave insights on the concept of a skin. Now, we move on to the next few articles on what is happening in the Media World and where it is headed, to understand the broader aspect of the use of ‘skins. The Future is Ambient â€Å"Ambient Intelligence deals with the embedment of media in the natural environment on people†, Lugmayr, A. (2006). Embedding media into peoples environment indicates the need for the creation of a new form of media. The article explains ambient media to create a mix of real-world objects in the natural environment of the consumer and also digital objects which are of any arbitrary form. The key feature of ambient is distribution rather than storage. There are 5 principles of ambient media mentioned: Ambience media object is a service oriented asset space Intelligence smart technology for content aggregation Distribution distributed across a wide area of networks Self-organisation aggregated either automatically or collaboratively Pervasiveness accessible anytime, anyhow. Anywhere The conclusion here is that: Ambient media is the future of multimedia which allows natural interaction and easy access to content anytime, anywhere, and anyhow. How Ambient Media Ambient Marketing is now making its way into the brand managers mind and fast becoming the new marketing communication discipline. Companies are looking at more and more ways to connect with the consumers, not only in private spaces, but also out-of-home. The article says that this sort of marketing can be called anything, but the challenge lies in taking it to the street level. Greg Aithurton, Nintendos marketing manager says ambient exists in non-traditional media formats without direct interaction, whereas experiential goes a step further and actually interacts with the consumer engaging them directly. â€Å"Just slapping your logo on a pavement and hoping people will think you are cool wont do very much. But if you can touch someone in a clever and relevant way, it can be really effective.† The article says that ambient is not only about advertising in an unexpected environment, but the environment has to be relevant to what you are doing, and the unexpected has to fit well with the brand. Another issue mentioned is that such marketing is good only for a couple of months, then it becomes passà © and the consumers become aware of it, hence it blends into the mix. The end note here is that ambient, experiential, or any of these sorts of marketing is not about measurement. Its more about who you target. Its not necessarily in a position to need to be measured. Brands are accepting of ambients limitations, along with its unique capabilities. The key selling point is that an ambient campaign can deliver what many other mediums cannot a closer touch point to consumers. Ambient Media How the World is Changing Over the years, the competitive environment has multiplied and technology is on fast rise. However, only the media arena has changed, while communication planning remains the same. We are in a world of outstanding media possibilities, where non-traditional marketing has kicked in, and brands do not fail to surprise/shock us with their expert forms of presenting the message. From using light-reactive inks, lenticular prints, 3D holographic images to Bluetooth and infrared technology, and PR stunts, ambient media has not failed to make itself noticed. Whether this is a Gimmick or a Strategy is discussed widely amongst media owners, as they get more and more clients and agencies that not only want gimmicks to work in their favour, but are also desperate to produce substantial campaigns that create long-term appeal. An analysis of approximately 4500 case studies from 1997 to 2007 including ambient media show, that very few brands had a strategic approach while majority of cases are one-offs and some look like festive scams. Whether these new formats are called ambient media, non-traditional media, branded utility, or experiential media, the effort should be part of a strategy that is based on a right idea. However, this ambient media should be part of the future communications strategy in order to make sure that these challenging efforts adapt to current trends and in turn to peoples lifestyles. Otherwise, any violation from the trend will lead to the advertisers worst nightmare ignorance! Reaching the right Consumer Over the past decade, ambient advertising has become ubiquitous. Brands are seen jumping at the chance to experiment with novel media as fresh ways of promoting their messages to specific groups in appropriate environment. As wrap around ads on Taxis and posters inside changing rooms are delivering on marketers goals, the common principle is that brands have less money to work with, so it is vital that money works harder. The article mentions three important routes to success for an ambient medium: Timing is vital. This means reaching someone just before they are about to do something else The mindset of the consumer when they receive the message. This means that brand message placement is crucial Lastly, it is important to match the environment with the brand message Brands that advertise on niche media should be able to surprise, excite, and engage. Hence, advertisers should be wary of reaching the saturation point and thus losing effectiveness. Centre of Attention This is a time when TV audiences are fragmenting and new technologies are being launched, which enables us to avoid traditional advertisements, there is Ambient that can deliver captive audiences. Just when the consumers are poised to make a purchase, ambient cites its flexibility and capacity to be highly targeted, and delivers. Apart from that, there is little evidence to show that ambient media irritates consumers. According to this article, some of the most successful examples of ambient activity are seen in trains, stations, step and escalator advertising, train wraps, tickets, etc. In supermarkets, there is trolley and basket advertising, floor ads, etc., all of which can influence shoppers at point of purchase. While todays ambient sector includes products such as mirror stickers, ATM receipts, carrier bags, etc., there is also an opportunity to market brands on tabletops at restaurants, bars, etc. The strength of the medium is that it converts a static message into an interactive one. Hence the need to develop newer formats every year, as marketers want the novelty for their brand, and not be the second or third to use an idea. KNOWLEDGE GAP The literature reviewed here analyses in detail the different ways, in which Media is evolving, the growth of Ambient Media and varied practices. There are studies on the growth of Ambient Media in different countries, its acceptance by Brand Managers, and the successes of certain brands. However, what is not mentioned is how to make this ambient medium more consumer friendly by way of interactivity. My area of study being skins, the gap I wish to fill in with the help of this dissertation is how would a product like skins fit in the â€Å"Ambient† domain, and what are the possible ways of making this product more functional and more interactive for the consumer as well as the brand. RESEARCH PROBLEM To understand how Skins as an Ambient Media can be made more interactive and functional for brands and customers RESEARCH OBJECTIVES To study how far ‘skins will be considered as a branding tool by brand managers To find ways to convert ‘skins into an engaging and interactive medium for advertisers To analyse the trends of Ambient Media and if ‘skins as a format can be included within its ambit RESEARCH DESIGN My study is primarily for the B2B customers. The customer base is divided into: * Brand Managers who will use ‘skins as a branding tool * Agencies o Media Agencies They will sell ‘skins as a new Ambient Media format o Advertising Agencies They will buy ‘skins as a new Ambient Media format for their clients To do the above study, the following methodology is chosen: Phase 1 1. Secondary Research The research will be primarily focused on investigating the various business models around â€Å"skins†. This will give me a better understanding of the following: a. Different applications of â€Å"Skins† b. Different manufacturing process c. Various features of the product 2. Primary Research It will be qualitative in nature, using depth interviews. This is to get a grasp on what the consumers think about brands and their innovations in branding. It is primarily to check how different mediums affect them, and what affects them the most. 10 men and women in the age group of 16-30 10 men and women in the age group of 30-60 Phase 2 1. Primary Research This involves in-depth qualitative interviews. The Phase 1 Primary Research results will be used to provide better insight into the interaction with B2B respondents. 5 Brand Managers 5 Industry Professionals (Mix of Media | Advertising | Retail | Industry veterans) Discussion Guide for Consumers Objective: To understand what consumers perceive of branding and how different medium affects them Lifestyle and Pattern Where do you live? What do you do? What is your typical day like? What personal gadgets do you own? Brands Which are your 3 favourite brands? Why do you like them? Do you buy them yourself? Would you endorse these brands to others? Communication Do you like seeing advertisements? Do you pay attention to a new form of advertising? What medium affects your purchase of a brand the most? Do too much media and too much branding bother you? Skins Have you heard of Skins? What are the different kinds of skins that you know of? Would you notice branding through Skins, like, car skins, walls skins, laptop skins, etc? Would you purchase a skin yourself? Would you use a skin branded by your favourite brand? DATA ANALYSIS/RESULTS Phase 1 (a) Secondary Research Current International Practices in the domain of Skins AMBER MEDIA GMBH[1] This is a Germany based agency that specialises in innovative ambient concepts. It was founded in 2002, and has since then established itself in the out-of-home segment. Amber Stix enables the advertising slogan to be placed directly in the desired target groups immediate environment. It provides a surprise effect without disturbing the target. It offers a wide range of innovative possibilities and reaches whoever one wishes to reach with their advertising slogan. It ensures that the brand stands out from the crowd by trying out an innovative and an unusual approach. Its product Amber STIX Amber STIX are adhesive skins that have an extra strong electrostatic charge. These Stix adhere due to their static charge alone. Hence they are different from the conventional adhesive skins. They dont have to be pressed to the surface. They can remain in place for more than 6 months and can be recharged when needed. AMBERMEDIA_amberSTIX_4 amber 3 Aldo Branding in front of the store Blood Diamond outdoor branding Some of the features are: Adhere to most surfaces No residue left Bubble free Can be repositioned Removed and attached several times Can be recharged with Amber STIX charger Can be perforated 100% recyclable SKINIT[2] Skinit, Inc. provides a large product line of branded vinyl skins for personal electronic devices. It is based out of San Diego, California. Skinit branded products can be offered by OEMs, global retailers, distributors, Internet portals, online shopping sites, etc. It is made with premium 3M material. Skinit is the global leader in business-to-consumer and business-to-business personalisation technology platforms and on-demand manufacturing for corporate clients. Skinit has hundreds of designs, famous brand names in sports, entertainment, art,