Blog Assignment 10: Class Highlights

Here are three “Aha! moments” I had this quarter:

  Chapter 6: I did not know the USA only produces around 15% of the world’s movies. I knew that India produces many films, but I had no idea Japan, China and Brazil do too! I was perhaps under the impression that the USA produces the largest number of movies because in Germany, as well as in other European countries, the majority of films watched are American. This really made me acknowledge the validity of the idea of American "cultural imperialism" through the movie business. 

  Chapter 11: I found it interesting to learn that many liberals think the media has a liberal bias, while many conservatives feel like the media has a conservative bias. I previously thought that conservatives generally accuse the media of having a liberal bias, and liberals usually complain about the media’s conservative bias. In my opinion, this could be seen as proof that people consume media in accordance to their world views, political preferences and etc. 

  Chapter 13: I found it useful to become familiar with the differences between advertising and PR. Prior to having studied the difference between PR and advertising, I didn’t know how to distinguish one from the other. Knowing how advertising and PR differ (advertising tactics, as an example, are often obvious, while PR techniques aim to persuade in a more subtly noticeable manner) enables me to make a more conscious decision about which persuasion industry I might consider and prepare to work in.

Blog Assignment 9: Media Ethics/Media Law

  When I searched the Web, I found the 2010 media law case: 

Harper v.  Maverick Recording Company et al. 

   Harper v. Maverick Recording Company et al.  is a United States Court of Appeals copyright law case decided on February 25, 2010. It held that the Copyright Act’s “innocent infringement” defense doesn’t apply to downloads of digital music files.

  Whitney Harper downloaded 37 copyrighted songs through file-sharing sites like Kazaa when she was 16 (she was 22 at the time the case was decided in the Supreme Court). The lower courts ruled in favor of the five music companies that sued her: Maverick Recording Co., UMG Recordings Inc., Artista Records LLC, Warner Bros. Records Inc. and Sony BMG Music Entertainment. 

  Harper consequently filed an appeal and the case reached the U.S. 5^th Circuit Court of Appeals. It ruled that Harper could not be considered an innocent infringer, due to copyright notices on CDs. Her appeal was denied and it was decided that she owes the music companies $27,750 ($750 for each of the songs she downloaded). The Supreme Court decided not to take up the case, in denying her petition for a writ of centiorari on November 29, 2010.  

  I do not agree with the outcome of this case. I think that having to pay $750 per copyrighted song downloaded as a minor is a very harsh punishment! Moreover, I agree with Supreme Court Justice Samuel Alito who wrote in his dissenting opinion: “(a) person who downloads a digital music file generally does not see any material object bearing a copyright notice, and accordingly, there is force to the argument that (the current law) does not apply.” I would like to have seen the 5th Circuit's opinion overturned by the Supreme Court. 

 

Sources:

http://www.mysanantonio.com/news/local_news/article/High-court-rejects-S-A-music-case-appeal-839907.php  

http://blog.fixyourmix.com/2010/maverick-recording-company-v-whitney-harper/

Blog Assignment 8: Propaganda in Advertising/PR

Online, I came across a billboard ad for McDonald’s Egg McMuffin:

 http://www.rachelleb.com/2005/08/19/stupid-mcdonalds-ad/

  In my opinion, the ad uses at least two of the propaganda techniques described in Wikipedia’s “Propaganda techniques” article: “intentional vagueness” and “appeal to fear.” 

  “Intentional vagueness” is a propaganda technique in which deliberately vague generalities are employed, so that the audience or onlookers have to come up with their own interpretations, and thus focus their attention on the information presented. The reasons behind the application of certain phrases or their validity may not be entirely clear, and explicit ideas are not simply laid out. The McDonald’s ad makes use of this propaganda technique, as the audience will likely not immediately associate the phrase “don’t stare too long you’ll miss the train” with the advertised product, the Egg McMuffin. Placing this phrase underneath the product enables advertisers to promote the product subtly. Onlookers must think about the connection between the product and the phrase, when they see this billboard ad. 

   The propaganda technique “appeal to fear” creates fear and anxiety among people to garner support. In the McDonald’s ad, fear is created through the implication that one will “miss the train” when one spends time staring at the billboard ad instead of immediately buying an Egg McMuffin. Onlookers are prompted to feel like they need to hurry to buy the product or negative consequences will follow.