Communications and Media

I personally feel that the best way to gain knowledge and special ideas is by talking to seniors who are rich with experiences and are well aware of the entire knowledge which may be out of the text book too. We can also get useful advices from them when we come across some problem. I enjoy talking with my grandparents from whom I had learnt a lot about the history of China. Both of them have suffered the consequences of World War II and have also witnessed various terrible wars in China. They are typical Chinese with traditional ideas and they support the Chinese government blindly. During that period, China did not have the freedom of information. The news content broadcasted on air used to provide only the news, which was positive for the government. The news broadcasted where the information, which the government wanted the public to know. Also, the soldiers and the main officers were mainly admired in movies. So the common Chinese public could not get the entire information. During my conversation with my grandfather, I understood that the truth was getting sealed and the people never understood the value of truth and hence it was realized that we cant improve ourselves unless we come out of the history.

My interactions with my grandparents enabled me to improve myself. Last December, I enquired with my grandfather regarding his opinion about The Great Proletarian Cultural Revolution launched by Mao Zedong between 1966- 1976. My grandfathers answer took me by surprise as he stated that it was a small mistake. He said that Mao is the grandfather of Chinese and therefore it is rude to accuse your grandfather. Moreover, my grandfather said that the Chinese have already forgotten this issue, since Chinas economic is doing great, and many people are getting richer as day goes and the people are becoming more materialistic. My grandfather said that a person like him would easily get into trouble since the government catches the people who censured the executives. All the negative things related to government were forbidden to be shared in the public and hence nobody told the truth in spite of knowing the truth. Most of the public were blinded by the government. They believe in the government blindly, and never give a rethink on these issues. My grand grandfather was imprisoned too, because he voiced that the government didnt take care of them in front of the public. I always admire my grandfathers braveness to reveal the truth, as it was not easy to tell the truth in the feudal society. I believe that my grandfather was really disappointed with the government and was worried about the future, which made him raise his opinion towards the government.

I always recollect my conversations with my grandfather and I realize that he was trying to teach me that, in the future I should be a good media member since I have a responsibility to spread the truth. I have the responsibility to change my country into a better nation. I feel that the Chinese should know the truth about the government, especially The Great Proletarian Cultural Revolution. I hope that in future, the Chinese will have the same access to information as Americans. The Great Proletarian Cultural Revolutions development of culture had set everything back by thirty years. I have a strong belief that it will not happen again if we know the truth. We must learn from the history to avoid the mistakes. I may not be able to change the Chinese point of view towards Mao, but my main purpose is to open a new window for the Chinese to see the history.

My first choice is Communication and the second choice is Broadcast Journalism. I enjoyed taking the communication lessons where I came to know about the history of mass media and its importance. I am aspirant towards studying mass communication. During my childhood, I used to listen to the radio after school and since then, the radio became a part of my life. Later, radio became a friend of mine, as I used to stay at home alone when I was younger and afterwards I used to get cherished on hearing the voices on air. This experience developed in me the desire to pursue a career in the mass communication industry. In order to achieve my goal, I have plans of joining the club for those interested in the mass media and communication. I will be participating in the talk by experienced media workers. In order to keep myself updated with the happenings around the world, I read newspapers and magazines such as Times, Scientific American, National Geographic.

During my stay at Hong Kong, I used to hear a lot about University of South California (USC). My aunt feels proud to have her children graduated from USC. She used to encourage me regularly and would ask me to plan my studies in such a way that I get my graduation from USC. It is well-known that many successful entrepreneurs, media workers, main government officers are graduated from USC. USC had always been in my mind well before I started my studies in American. While I was doing my research paper, one of my friends suggested me that I can get some information at Dohenys library and that was my first visit to USC. I was very much attracted by the buildings and the study atmosphere at USC.                                                 

Journalism is a recondite knowledge and it is not only about grammar. The most important thing in journalism is word choosing and story choosing that caters the interests of readers and audiences. Broadcasting is a fast and effective method to deliver messages and pass information to audiences. I am very much aspirant towards studying broadcast journalism. I still remember a news report broadcasted during my childhood, which covered the typhoon that was attacking Hong Kong at that time. It was a flash news on TV and I was very much impressed by the way the correspondent reporter was reporting it live. It was dangerous and challenging, but fruitful, because the audiences could get a glimpse of the situation outside. I feel that the job of a broadcast journalism plays an important role and it generated an enthusiasm and desire in me to pursue a career in the area of broadcast journalism.

Broadcast journalism is a significant job, where the correspondents have to find the latest news for the audiences. It is a hard and tough job too where occasions may arise when one has to wait standing for hours to take few photos. Also, the news programmer must understand what details and information would attract the audiences towards their report and the report should be presented in a good form. During emergency coverage like earthquake and typhoon, the correspondents should report it lively. In the 2008 Sichuan earthquake, the correspondents had followed the soldiers who brought medical material and food by walk for 3 days to the disaster area. Since the earthquake had damaged the transportation system, communication system, institutions and road, the reporters couldnt get there by car. I admire the braveness and spirit of that reporter who reported the latest news of the earthquake, as they had to sleep in the outside area and it was really dangerous after that devastation.

The article entitled Embodied Meanings, Carnal Practices is concerned about gender relations and sexuality. The authors, di Leonardo and Lancaster discussed about the extra ordinary notions of varied sexuality in which according to them are intricately interwoven within dense cultural fabric. Leonardo and Lancaster asserts there had been changes in the American notion of gender and sexuality in which the authors mentioned about the plight of the Victorian woman image which is transforming to a politically and sexually liberated modern woman. The writers admit that this shift in gender and sexual relations is facilitated by the emergence of the pop culture which is it self part of that change.

According to the authors, the last three decades have been dominated by four linked political and intellectual movements namely the sexual revolution, feminism, gay liberation, and civil rightsrace movements which have altered the perceptions of proper womens and mens lives, of sexual behavior, and of the very substance of the consummate American right, the pursuit of happiness.  The authors noted these movements had paved the way for the emergence of a new sexual culture that replaced the former cultural ideal of good husband, with a new image, a playboy image. Finally, the civil rights movement associated to the Black struggle against discrimination of the white race has spurred recognition and understanding of sexuality and the very perception of human corporeality are understood in terms of appropriate or normal desires which are intimately and intricately inscribed with race. This according to di Leonardo and Lancaster heightened awareness that the personal is political, and that sexuality and power are mutually imbricated.

Critical analysis
The article was apparently a review of the issues espoused by the different movements during the past three decades. The writers attempted to trace the causes of the issues that had become the very reason for the emergence of such movements mentioned earlier. The authors argued that the causes of the issues confronting gender and sexuality are not phenomenal rather they were caused by the shifting world of cultural meanings and social practice. In other words, the sexuality issues raised by the sexual revolution movement and by the gay liberation movement as well the issues raised by the second wave feminist movement were all part of the political, economic, and cultural changes.
This view is has a good arguments in the sense that changes always accompany developments. Apparently, the impact of the industrial and technological developments had brought not only changes in the economic and political atmosphere but in the also in the cultural and intellectual aspect of the society. Thus, the reference of the Victorian woman which was an image of simplicity and virtues character in contrast with the sexually liberated modern woman was a classic demonstration of the impact of the industrial and technological developments.

The role that has woman played during the Victorian era was seen by the modern society as a form of oppression to womens rights, and the mens natural advantage as men were seen as gender inequality. All these however, were a result of social, political, and intellectual development.

While the authors have made a good point in pointing out that the gender and sexuality issues raised by the different movements such as the sexual liberation movement, the gay liberation movement, and the feminist movements, were part of the historical shift, they noted that the changes brought by the existence of the popular culture is far more complex. It is quite easy to agree with author that the changes brought about by the pop culture are far more complicated. To understand what a pop culture is, accordingly, it is simply a commercial culture based on popular taste. Apparently, the sexual revolution and the gay liberation movement that had taken place in America are a shifts in popular culture and aggregate behavior toward more explicit discussions and representation of heterosexuality. From this point of view, it appears that the sexual revolution was not a movement for sexual liberation anchored on grounded principle, but was a drive towards gaining permissibility on the expression of sexuality based on desires and taste.

This is indeed complicated because despite of the societys modernization, the emphasis on the moral integrity continues to be the crucial boundary patronized and promoted by the religious sector, and upheld by the government that keep gays from coming out. The social and political changes encourage gays to come to self disclosure who finds security and protection from harassment, social stigma, religious bigotry, and sodomy laws. The writers view in this context is quite clear and straight forward although the point they were driving was not at all new, but they right to say that the gaylesbian movements has played a major part in redesigning the modern social environment.    Thus, the sexual revolution movement and the gay liberation movement had struggled towards its existence.

Indeed, the authors discussion of the four linked movements that had taken place was a critical analysis of the various issues that each movement has confronted. The ideas presented by the authors were clear and it greatly helps to understand the nature of the issues and events behind each movements. Even the civil rights movements which seemed to be not related with sexuality, the authors are part of the complicated intersections of race, gender, power, and nations as they played themselves out over the centuries.

The Internet has continued to affect the way we perceive things in the day to day activities. This is particularly for those who will spend a lot of time digging for information about their area of interest and reading the analysis and the opinions of other people regarding a given topic of interest. I am eager to be knowledgeable about the political matters in the country and in particular take interest in the opinions of the other people that concern the political events in the country. The Internet media has always been there when needed for reference in matters that interest me most. I have been dependant on the readily available Internet material when it comes to political and other events that touch on political elites in the country. Being a life member of the Democratic Party, I have been interested in making follow ups when it comes to political matters that happen within and outside our Party. The developments that surrounded the once Vice Presidential nominee of the Republican Party and the ex-Alaskan Governor Miss Sarah Palin caught my interest as would have been expected. The Internet media has been responsible for cementing my unflattering opinion regarding Sarah Palin. There are several articles that have appeared over the Internet some of which are persuasive, objective or just an information piece regarding Miss Sarah Palin. However, the persuasion bit seems to have won my heart since despite reading the objective piece, I am not convinced to see a nice politician in Sarah Palin.

Sarahs Job at Fox News Channel
    The move by Palin to join the Fox News Channel has been pictured in different lights depending on the affiliation andor personal orientation of the different authors. Some have approached the issue with sobriety whereas others have let their personal emotions guide them in commenting on the issue. Nevertheless, the main focus has been on Sarah Palin and the Fox News Channel. The objective article has been written by David Sessions who brings to light the actual words and position of Sarah Palin in taking up her new job. On her debut week at the Fox News Channel, Sarah has categorically dismissed that her acceptance of the television job would not stop her from running for Presidency in 2012. She is quoted as saying

You know Im not going to close my doors for my future, for my familys future -- dont know whats in the future, what it holds, but between now and whenever a big decision has to be made, Im gonna do all that I can to help our country get back on the right track, and thats to get a message out there about solutions that I believe and a whole lot of Americans believe need to be plugged in (Sessions, 2010 Para 2).

The writer goes further to give the opinion of other individuals regarding Palins debut at Fox News. Glenn Beck views Palin as the most guarded woman he has ever laid his eyes on and therefore is of the opinion that she is not fit to run for the Presidency. He is convinced that Sarah would not run for the Presidency in 2012 (Sessions, 2010). There is a lot of objectivity in this article as the facts are reported without adding or altering a word.

    On the other hand, persuasive news article has been designed in such a way that the writer wants to win your backing in his or her analysis of the situation. Regarding Sarah Palins new job, an article by Brad Friedman sums it all. In this article, those who are anti-Republicans can really enjoy the content. The content is specifically designed to discredit Palin and her new employers. The writer is sarcastic of the two and further to expose who is who at the Fox News Channel. He ridicules Sarah referring to her as the failed Vice-presidential candidate and calling the announcement of the new job as a gig. Sarcastically, he lists the names of the individuals at the Fox News Channel who happen to be all Republicans, some with questionable backgrounds. He talks of Dick Morris as the former prostitute patron and toe sucker (Friedman, 2010 Para 3). The Fox News Channel has not been left out in his criticism. The motto that the News Channel provides balanced and fair news has highly been criticized by Friedman. He says, On Fox, if you say it, its true. Even if its made up of thin air. So fair and balanced news it is (Para 4). The author is also critical of Palins habit of changing jobs andor responsibilities and talks of the possibilities that she might not complete the year with Fox News Channel. However, he is quick to rescind and argue that Palin has gotten her dream job and might not quit soon as expected by many. At Fox, the writer argues that Sarah has just gone for the free money for speaking any information that needs not to be verified (Friedman, 2010). This persuasive article has indeed tried to discredit Palin in all quotas including her employers who are delighted at having her services. There is nothing positive that has been said of the two as the article has dwelt much on criticism in an effort to divulge the negativity of associating with Palin and her accomplices.

    The persuasive news article as described above has nothing to celebrate about Sarah Palin. It is clear that the authors intention was to wade off any support for Palin that could have come from the sympathizers of the ex-Alaskan Governor. He has also portrayed the Republicans in bad light especially those associated with the Fox News Channel and has gone further to question the credibility of the news at Fox (Friedman, 2010). On the other hand, the information piece article serves double standards as indicated in the article that was written by Ed Pilkington who writes for The Guardian in New York. The author starts by projecting Palin as an achiever who is ready to take the stardom platform. Sarahs achievements are highlighted before being crowned with the latest crown of being a political commentator for the Fox News Channel. The writer notes Sarah Palin has demonstrated considerable star potential, from her appearances on Saturday Night Live to her bestselling memoir and undisputed status as darling of the Republican Angry crowdto those accolades, must now be added a new badge(Pilkington, 2010 Para 1).

The author continues to argue that the deal will offer Palin with an invaluable TV platform where she will have an opportune time to bond with millions of potential voters. Sarahs deal with the Fox News Channel has been regarded by the author as an extension of sympathy she was accorded by the same channel during interviews at the time of previous elections. Some of her supporters have been exposed as figureheads at the Fox News Channel. Fox and Palin have been described as champions of tea party movement and she posed to host the first national tea party convention to be held at Nashville. Palin is expected to host occasional programs examining what has been referred to as inspirational tales that revolve around ordinary Americans (Pilkington, 2010). In this article therefore, the writer has observed some objectivity but has also exposed Palin in bad light but with a light touch. The main difference between the persuasive article and the information piece can be observed in the tones of the writers and the varying radical approaches that have been used by the two contrasting writers. The persuasive article was more authoritarian and radical in criticizing Palin whereas the information piece was rather soft and less radical in criticizing Palin. In fact, the information piece has offered no direct criticism to Palin but only exposed what can be criticized by her opponents.

The persuasive techniques that have been employed by these articles include the tone, use of particular vocabulary, and the perceived needs of the readers. Persuasion generally involves the creation of a need or appealing a previously existing need (Wagner, 2010). The writers are well aware of the publics interest in Sarah Palins political career and therefore the need to write about her is generated especially when her activities are leaning towards the political arena. The association of Palin with the Fox News Channel has been viewed by many as a political strategy in preparation for the 2012 comeback. Persuasion has also been known to be influenced by the use of loaded words (Wagner, 2010). The use of words that have carefully been chosen to criticize Palin especially in the persuasive article described above was a technique that was specifically employed by the writer to win support for his argument. The writers therefore use different techniques to drive their point home when they intend to capture the mood of their readers. The article that seems more effective amongst those discussed above is the one carrying the information piece because the author was somehow objective but he did provide an indirect critique to Sarah Palin unlike the persuasive article that dwelt much on the criticism without giving objective analysis of the scenario. This exposed his personal feeling towards Palin instead of focusing on exposing her without being too emotional in his article. This can easily lead to sympathetic support for Palin whereas the intention was to persuade more people to be on his side and against Palin.

Persuasion by the media is here to stay no matter what illusions we have to the contrary. The media has become a key determinant in shaping our likes and dislikes in almost all aspects of life. This usually happens since we are all dependant on the news in the media to be informed of what is going on around us. However, being dependant on the media can lead us into making wrong decisions based on false analysis of the facts. To protect ourselves from such vulnerabilities of falling victims of persuasion by media professionals we need to be keen in looking for objectivity in any given piece of news before making final judgment over an issue. To ensure that this happens, we need to read widely from different writers over the same issue to unravel and gauge the objective article analysis. This is the only way we can come up with sound judgment concerning an issue.

Part 1
Most cultures perceive male beings as strong, physical and aggressive.  Though this is not always true as some men are weak and humble, while some women are muscular and aggressive, more men than women are physical and aggressive. Right from their childhood, boys in most cultures are cultured to be strong and aggressive as they are expected to play a protective role. In writings, they are thus allocated roles which concur with this cultural belief.

Besides being strong and aggressive, male characters are portrayed as competitive, sometimes to the extent of being ruthless. In this paragraph, one of the characters almost breaks his opponents neck following a tackle. The fact that a male game official who witnesses the bone-breaking tackle does not take action and lets the game play on, gives the indication that men will not only participate actively in aggressive behaviour, but will also see nothing wrong with other people being aggressive.  This suggests that competition among the male characters is intense and explicit. So determined are males to win whatever is being fought for that they find it acceptable injure or hurt competitors.


Part 2
I grew up in a town where soccer was one of the most popular sports. Almost all the boys I knew participated in at least one outdoor sport, mostly soccer, basketball, and American football. Although I played both basketball and American football reasonably well, soccer was my favourite sport and my passion for the game has remained to this day. 

Among my age mates in the town, soccer was regarded seriously with different neighbourhood teams meeting regularly for matches which attracted crowds of youngsters. Having watched on television adult players celebrating scoring goals, I preferred to play as a striker as that would give me better chances of scoring, and teasing opponents.  My best moment in a match would come, predictably, when I scored a goal. I was young, and too ambitious to score goals and win matches(Spronk, 2009).
My tidings changed when one day our left-back was injured during a match and the coach instructed me to replace the injured left-back. That made me a defender and after a hard-fought game, my coach reasoned that he was more impressed with my defensive skills than striking skills.

Having been brought up to believe that boys were supposed to be tough and must take on challenges fearlessly, I took up the defense position and set about defending my own goal from attacks, a role I have played to this day. Soccer is regarded as a physical game which demands physical strength and speed on the part of the players. Then I realized one more thing as a defender, aggressiveness was expected of me (Palmer-Mehta, 2009). Over ten years later, I still remain aggressive on the football pitch tackling hard opponents who attack our defence.

I also grew up in a culture which trained me to believe that boys and men should not wear brightly-coloured attire. Men were expected to go for  cool  colors like black, blue and grey, while girls and women could wear brightly-coloured clothes and still look beautiful. Not even some angry words from my angry dad who had bought me an expensive  brightly coloured  shirt could convince me to wear it. I had learnt from other boys that clothes with flower-patterns could only be worn by women. I carried this belief to my adulthood and I still consider colour a very important element in my choice of not only items of clothing, but also when buying music systems, presents for my friends and family, and cell phones.

    When Harry Met Sally is a film that follows the relationship between a man, Harry, and a woman, Sally. The two meet right after college graduation when they both have a need to New York City. Harry is beginning a graduate program and Sally is beginning her career. As the pair drive across the country, they learn many important things about one another, including the approach each had towards a relationship with a person of the opposite sex. As the film progresses, two distinct opinions regarding friendships between men and women emerge. Harrys opinion is that Men and women cant be friends because the sex part always gets in the way (Ephron, 1989). On the other hand, Sally believes that men and women can be friends without having sex. This is the theme that becomes most prevalent in the film and leads to several conclusions about communication and the development of an intimate relationship. The impressions that Harry and Sally have of one another are discussed including past experiences, values, beliefs, and attitudes that help form these impressions. A discussion of how these impressions change over the course of the film is also offered. The paper concludes by discussing uncertainty reduction strategies that the characters use.

    Harry and Sally are quite ambivalent towards one another when they first meet. Their initial relationship is built on their common need to get to New York City. Neither of the characters is looking for an intimate relationship and this does not enter into the picture during their drive from Chicago to New York. In fact, the two disagree on the nature of male female relationships to the point that when they reach New York City the separate on less than friendly terms. These impressions are based on the preconceived notions that each brought to the relationship. For example, Harrys experiences led him to believe that men and women could not have relationships without sexual activity while Sallys past experiences led her to believe that this was possible. This disagreement led to much these first impressions.

    Five years later Harry and Sally find themselves on the same place and each reveal that they are in a relationship. Sally tells Harry about Joe, who she recently started dating and Harry tells Sally about Helen, the woman he is engaged to marry. Harry asks Sally if they can be friends but Sally remembers Harrys notion that men and women cannot be friend without having sex so she cannot agree to his request. Once the plane lands, they go their separate ways and do not see one another again until another five years pass. They have a chance meeting in a New York City bookstore and agree to have coffee. While talking, each reveals that their intimate relationships have ended. They later take a walk and decide to be friends. From here they talk on the telephone, have dinner together, and do other fun activities together. Throughout these scenes, each continues to date and these dates highlight the different viewpoints each has towards male female relationships (Ephron, 1989). The different dating experiences strengthen the argument that each has made since the beginning of the film.

    As the movie progresses, the initial impression that Harry and Sally had of each other begins to change. This change starts during their walk when they decide they can be friends after all. However, it is perhaps best shown during the New Years Eve scene where Harry and Sally are at a party and begin to feel attracted to each other. The two continue to date even though these dates ultimately fail to become long term and meaningful intimate relationships. Then everything changes the night Sally calls Harry in tears because her ex-boyfriend, Joe, is engaged to be married to someone else. Harry comes over to comfort her and they end up having sex (Ephron, 1989). Tension between the two follows and arguments ensue. However, at a different New Years party Sally realizes that she misses Harry until Harry shows up to declare is love, which ultimately proves Harrys point that men and women cannot be in friend relationships because sex always gets in the way. When Harry and Sally were just friends their sexual encounter ruined that relationship. However, when they admitted their feelings for one another they were able to move beyond mere friendship to allow an intimate relationship to form.

    Harry and Sally show classic signs of uncertainty reduction theory throughout the film. The uncertainty reduction theory suggests that human beings feel the need to reduce the uncertainty the feel about other human beings by learning as much about them as possible. This information can then be used to make predictions regarding what the other person is likely to do or not do. This theory is important during the first phases of relationships when the two people are still forming opinions about one another. The ability to make predictions allows a person to feel as if heshe is really getting to know someone so they can feel less vulnerable as the relationship progresses. At the same time, this theory was not evident during the first part of the film because Harry and Sally had no desire to further their relationship. However, as time progressed and they learned more about each other this theory came into play.

    Harry and Sally took an active approach in reducing uncertainty during the first parts of the film when they interacted with one another as well as when they observed (through conversation) the actions of the other with regards to dating relationships. These observations allowed them to formulate a more comprehensive picture of the other so they were able to reduce uncertainty about their own relationship. Harry and Sally also interacted with one another which eventually allowed them to reduce uncertainty about each other as well. Ultimately, it appears that in the case of male female intimate relationships it is essential that each person reduce uncertainty about the other person. Otherwise the relationship has little chance of being successful. In the case of Harry and Sally, this meant learning about the other persons viewpoint in order to better understand what was influencing the other person to think is a specific way so that each could become more comfortable with the other. This can be quite successful  as is evident by the eventual marriage between Harry and Sally.

         The internet world has become one of the most important media of communication. It has made earth a small place to live. It has made the path of communication easy and reliable. It connects one part of the world to another. Recent advances in the semiconductor industry, the computers and internet are available at an affordable cost. The internet provides huge space in bits and absolutely cost effective. Since industrial revolution and the growth of semiconductor and the telecom industries, the internet world has made great advances. The advent of very large scale integration of semiconductors has made the computing faster and the internet fastest way of communication. The hardware and networking had made advancement and the company such as Cisco had provided many technologies supporting the networking. There are many companies which provide internet connections called as broadband, wireless internet connections etc. However the internet world has made overall advances and is easily accessible to the global man.

As internet as advanced now we have to analyze the uses of it to the common man and his interaction with it and how one uses it and what for. All the main use of internet is sharing information and communicating. The information sharing is nothing but getting and giving news, sharing information on education, related to economic business, general information related to present world etc. Communication is communicating through messages, mailing, audio and video, internet television and internet radio, webcasts, podcasts, internet conference, e-learning etc. One can post information and search information. These are the common uses of internet to a common man. These uses are made even easily accessible to a common man by the advancement of information technology.

          Lets now discuss in depth the use of internet and its effects on our day to day life and the present world. The internet has made world a small place to live. Internet is a store of knowledge where one can obtain all the information related to education, business, general information, politics, economics, social etc. It has changed the way the world communicates. It has become the global media for information sharing. The users can send and receive mail, photos, and files by using their email addresses. The companies such as Yahoo, Gmail, and Google allow users to create their id and communicate using their email address. The Google is one of the biggest search engines which allow users to search all kinds of information on the internet.  It has Gmail where users can send and receive emails, files etc. Google also allows user to blog. The users can create their own blogs free of cost.

       The news is shared globally and is faster than the traditional means such as telegraph, telephone, television etc. Many big organizations use internet for their businesses. They advertize on their products and information about their company. The governments use internet to discuss their social and political issues. Users post their views and spread awareness among people for example when issues such terrorist attacks, H1N1 affected the different parts of the world, all these issues were much discussed on the net and awareness was created among the people. Campaign such as polio for children are advertized on these sites to create awareness among the people. All the news smaller to bigger and all the issues are discussed on the internet.

          Internet news has changed the face of journalism and a common citizen is the journalist. The BBC news has made them available on the internet for news and information sharing. User can log on to BBC news dot com for the world news and can give their news to BBC. They can get news of all the countries of the world. The CNN iReport allows its users to become iReporter and can report and share information with other iReporters. Its one of the greatest advances in the field of journalism and citizens can post and share their views and can reach millions in a short period of time.

        The other means of sharing information is blogging in connectivity blogs such as Blogosphere where users are allowed to post their opinions, share their views and interconnect with people. They sites such as Technorati Blogscope, Blogpulse, Tailrank interconnect blog users. The bloggers share controversial news and happenings and discuss on them.  They can blog, advertize, socialize their businesses. There are many hosting providers and blogging sites such as Google where users can create their own blog free of cost and share their piece of information. The internet news sharing and broadcasting system may create revolutions and can affect the way the governments of the countries operate. Internet polls decide the result of the competition among the issues and internet radio educates people with the happenings around the world. It is great means of media and entertainment to children. They can learn, play, discuss and showcase their talent. They can learn, participate and build their careers, grow into responsible and citizens by getting exposed to the world and live in facts and become less ignorant. Internet will provide plenty of resources for the student and for their academic curriculum and extracurricular activities.

       The video platforms such as YOUTUBE are path for the sharing information via videos. Users are allowed to post and download videos. All types of videos are shared and commented. It provides a means of sharing opinion and interests through videos and it also a means of entertainment. All kinds of movie, music, general videos can be viewed. 

        Internet has replaced the many means of communication. Most of the people in the world have opted for internet as means of communication. Users share information, discuss, spread awareness and build mutual relationship. User can host their sites and publish their contents on the world web server. Other than blogs, users host their sites related to education, business, sports, shopping, healthcare, economic, ecommerce etc. These sites have managed by World Wide Web (www) and the domain names such as .COM, .IN. The hosting companies provide bandwidth, space for the web hosting.

        Social networking or social network sites are increasing and provide path for social interaction. The advantages and disadvantages of the social networking sites is the major concern of this essay and this is discussed further. The social networking sites such as Orkut, Facebook, Twitter, Bebo, LinkedIn, MySpace etc. are few popular social networking sites. These sites provide interconnection between the people from different parts of the world. The user creates profiles such as personal, professional, social links and other additional data about them. One can find one another, make friends, chat, discuss and comment. User can send friend request for instance A sends friend request to B and B accepts and become As friend.

        There are many benefits of social networking sites. Benefits such as send and receive messages, upload videos and photos. The social networking sites are benefit for the budding entrepreneurs because they can promote their business and get some recognition through networking sites. All the current issues and the very interesting news are shared in these networking sites. These sites are used by the Governmental agencies to obtain the poll of the citizens, opinion of the public. They create awareness among the public about natural disasters, epidemics and other national issues. The social networking sites are a very good platform for the companies and business organizations. They can provide text ads and advertize their products and services. This helps them to build their brand image and gain business. Companies sometimes keep promotion campaign to attract the customers and these promotions are publicized through the networking sites. They can sometimes use to publicize their company and attract employees and can make talent hunt. They are used for dating purposes for people who are looking for partner. It is used for educational applications where students and teacher can get in touch with each other. They bring together students, parents and teachers. Apart from all these, social networking sites are used for entertainment and they can find their old friends, classmates etc. and know their whereabouts. It attracts teenagers and all ages of people and they think its their pleasure to join such network and interact with people.

       Besides these advantages, there are disadvantages from these social networking sites. They can contain which may be harmful for young children and teenagers. The children may be abused. Parents do avoid their children from joining these social networking sites thinking that it is not safe. They may get mislead by fraud people and may take wrong decisions. These sites may abuse individual emotionally and cause trauma as not much restriction is imposed on what should be posted. Sometimes the information provided by the users such as address, phone numbers, photos, may be misused and miscreants may use this information for threatening and black mailing. There had been many cases which had led to police investigation. Some limitations have to be imposed on the social networking sites, the way they operate making it safe. It should not steal ones identity and get it misused. They must always revise the healthy and genuine applications and make them join the networking to lessen the illegal activities that the people carry on internet and reduce Cyber crime. Cyber crime has become one of the latest subjects of study which investigates crimes in the internet world.

       There are both pros and cons of social networking sites and used in the safe and avoiding misuse will make it a means of media to interact. However internet has proved itself as one of the fastest media where information is shared and has changed the very way the world interacts. Internet as a Global communication media has made many appreciable and notable advances and has made the world a smaller place to live in.

The star system refers to the system of creating, exploiting and promoting movie stars in the classical Hollywood cinema. In the star system, studios used to select talented young glamorize and actors and then create personas for them, frequently inventing names and backgrounds. Examples of star system stars are rock Hudson (Roy Harold), Cary Grant (Archie Leach) and Joan Crawford (Lucille Fay Lesueur). The star system places emphasis on the figure (image) rather than the acting, though tactful acting, dancing lessons and voice used to be a general component of the regimen. For example women were supposed to conduct themselves like ladies and by no means leave home without makeup and fashionable, stylish clad. Men on the other hand were to be seen as gentlemen in the public. Like the todays studio executives, the agents and the public relations officers work with the actors in creating a star persona, they would work collectively to cover up lifestyles and incidents which would spoil the public image of the star. In this system, it was common to organize for sham dates between the single stars (male) and the single starlets (females) so as to generate publicity. A stars drinking problems, drug abuse or divorce problems used to be covered up using money or promises of future excusive stories (Keith 2005, par. 1- 2)

In the beginning of the 1930s up to 1960s it became common for some studios to organize for contractual swap-over of talent with the actors and the directors for prestige films. The stars at times would pursue the swaps for themselves. The star system still existed by the beginning of the 1950s dark, tall and handsome rock Hudson is the excellent product of the star system. Hudsons limited talent was nurtured in the strict limits of a universal studio contract and picture B series. After he played as bad boy redeemed in magnificent obsession in 1954 Rock Hudsons fame soared, merged by several successful melodramas-for example Written on the Wind in 1956 and All That Heaven Allows in 1955 (Keith 2005, par. 3). These were directed by his mentor Douglas Sirk (Keith 2005, par.3) Throughout 1960s Hudson alternated superficial sex comedies with action stage shows and dramas. The glossy glasshouse melodrama Hudson had popularized in 1950s became a world television trend by the 1980s. Hudson joined the cast of one of these super-rich sagas, Dynasty in late 1984 (Keith 2005, par. 6) His strained features provoked comments.  By the mid 1985, snaps of the virtually unrecognizable, spectral star Hudson were blazed across the entire world. Rumours which earlier said that he was a victim of AIDS were established when he later sought after treatment in Paris (Keith 2005 par. 6, 7)

Hudsons sex life attracted attention after his lover, Marc Christian, whom he never informed about his status sued his estate successfully. On the screen Hudson used to be the epitome of a movie star virile, unassuming and upright. It would be right if one claims that he was among the great actors of his time a gay who became the unquestionable global symbol of heterosexuality. Rock Hudson happens to be the last of the manufactured movie stars. Hudsons screen occurrence boosted by beefcake fan clubs, photographs and endless bachelorhood momentarily disrupted by a set marriage to Phyllis Gates (Wilsons secretary) in 1955-divorced in 1958.Hudsons alluring mixture of outward honesty and determined ambition, putting a public mask till it was ripped off him, places him among the grand American glamour symbols Marilyn Monroe, James Dean, President John F. Kennedy, and Elizabeth Taylor (Day 1995, p.65)

New Hollywood
For more than twenty five years now, the new Hollywood has been a great industry in entertainment across the globe. They use a combination of eclectic song list, stage presence and talent to play all styles of music (McDonald 2010, par.1). New Hollywood (post classical Hollywood) which is at times called the American new wave reflects the period between mid 1960s and early 1980s. During this period, a new creation of young and energetic filmmakers become prominent in America, manipulating the kinds of films that were produced, how they were produced as well as marketing them. This influenced the manner in which major studios viewed the process of filmmaking. The films made were a component of studio system and they were not independent filmmakers. They introduced the styles which separated them from the traditions of the studios. New Hollywood is thus a broader filmmaking association which was influenced by this age referred to as the Hollywood renaissance. This new age was countercultural, film-school and young and hence was able to target the youth which the old Hollywood was losing. It changed the whole business from being producer driven by old Hollywood system by injecting movies with energy, freshness, passion, sexuality and a natural taste of film (New Hollywood 2009, par. 1-4)

The greatest change in the new Hollywood was an in-depth emphasis based on realism. New filmmakers in Hollywood quickly developed the preference for site shooting which gained effect in increasing immersion of films and realism particularly compared to artificiality of the past spectacles and musicals. Using editing in artistic effect, it was important in new Hollywood for foreshadowing a movies climax (New Hollywood, 2009, par. 1-4). In addition, the figures of the new Hollywood admit their involvement in marijuana and LSD has removed the old image of public masking that was used by the star system (Day 1995, p.65)

The independence of the American cinema today
The new Hollywood wave marked a major shift to the independency of production and innovative work by a new generation of directors which greatly transformed star wars, after jaws and the recognition of the essence of blockbusters, control of production and advertising by the studios. The new system in Hollywood was still deep rooted in studio system that financed production, distribution and development of the films. Not even one of them was able to independently finance or release their own film (Bresson 2005 par.1)

The independent cinema in America has been a crucial creative media entity for about a decade and a half now. The approach used by this sector is of cultural construction which simultaneously offers social-political orientation via which the critics as well as the audience can be able to obtain given films to famous movements and thoughts. The declaration of autonomy questions the possible independence of the cinema and questions whether independent film could survive the mass creation and margins of Hollywood. American cinema continues growing as a glossy scene. The independence declarations of this industry provides an analysis of its popularity, production process (which is called niche cinema), and economic viability (McDonald 2010, par.4-5)

Features of tech noir
Tech noir refers to a style of presentation or genre that combines the details of technology, hallmarks and devices of speculative fiction and science to the fundamental premises, styles and themes. Noir happens in a mysterious world, one of emotional and moral bleakness. In noir, the order of natural things in the society is usually upside down. Noir came from 1950 and 1960s films which the French referred as the noir films. The films were dark both in their physical as well as emotional presentation. Tech noir therefore represents a body of science fiction and speculative fiction work in media reflecting an inversion of the natural order of humanity but not a dread of technology put in a setting of tech-y (Richardson 2003, par. 14)

In tech-noir, characters are seen as existing in a totally nihilistic world. The film borrows from the hard-boiled technique of crime fiction from the depression era and is the first seen film in the 1940s (Tech noir net 2007, par.1).  The principal themes captured in these films were corruption, greed, murder and fatalistic atmosphere. They featured archetypal characters such as crooked cops, cynical private eye, jealous husbands and the femme fatale (Tech noir net 2007, par.2). Tech noir also represents a state where technology has greatly advanced in all features apart from the outward appearance. Examples of tech noir are sophisticated computers that are linked to type -writer for input or use of old phones in the place of cell phones (Tech noir net 2007, par.2)

Tech noir is therefore both a genre and a style because it utilizes the elements of film noir in producing a traditional look in a futuristic atmosphere. It is a genre because it includes themes of mystery, corruption, dystopia and conspiracy. Therefore this film can be properly described as being characteristic of cultural anxieties since it combines both tradition and technology in the same scene as well as modern styles and old methods of film production. In addition, the film reflects the society in a twisted manner where the order of normal life is turned upside down (Gehring 1998, p.6)

Impact of computer generated imaging on Hollywood films produced since 1980
Today, Hollywood has gone digital. Cameras no longer capture scenes in form of frames but rather in bits. Further a new generation of computer wizards juggles up everything raging from seemingly impossible beasts to the cliff-top battlegrounds. Film is dead. Long live movies (Russo 2007, par.1)
The impact of digital computer technology on Hollywood film industry has been steady but all-inclusive. Today in Hollywood, a movie can be shot, edited and disseminated (from camera to theatre and further) exclusive of even one frame of film. This transformation has greatly changed both business and art form of the camera (Russo 2007, par.1).

This impact is seen in the shift from long distant to digital recording, cinema to graphics, digital cameras and the shooting clear looking footage which are easier to control than the film (Russo 2007, par.1)

Feature of block buster and the high concept
Before 1975, successful films which were based on box office (a type of film) were called blockbuster films. Block buster were originally created by audience but after a while, this term was used to refer to high production which targeted mass markets on which fortunes associated with distributor and studio depended (Sunday Mercury 2008, p.6).

A high concept is a script, whose premise has afresh twist, is universal, can be summarized in 25-logline giving an excellent picture of the whole movie and it involves empathetic heroes dealing with big problems (Sunday mercury 2008, p.6). High concept is not limited to the rigid blockbuster. High concept is the home for all genres comedies, romantic, animation, classics, Indies, chick flicks and documentaries (Niki 2009, par. 6)

Institution The Future of Books

    Millions of books are published every year, ranging from academic books used in schools to novels read for leisure. Merely a decade or two ago, a book used to be any written work printed on several pages made of paper, bound together on the side, and protected by a cover on the front and back, with the front cover usually bearing the title of the work and the authors name. However, as our society moved towards the digital age and everything is going online, books have been gradually integrated into the electronic media. There are a lot of questions in digitizing books, and these concerns are of vital importance in the ever-changing society. However, the main question remains what will happen to printed books

    As many books are going online-- making it more easily accessible for the readersthe societys reading habits have changed. The biggest changes are likely to be related to the perception of young people towards a book like how they treated CD albums when downloadable music has been introduced (Economist Intelligence Unit EIU, 2010).

    The emergence of e-reader devices has also changed the books and reading lifestyle of many people. These reader devices have also changed the conventional reading practices of readers. Since the introduction of Amazon Kindle, Sony Reader, and other reader devices meant for e-books, the different online bookstores started to provide downloadable books for readers. Manufacturers of these electronic devices boast of the advantages of eBook reader devices. Its portability and ability to hold many books at once are some of its main features. A laptop is not that portable for people who only want to read books, but an eBook reader is a cellphone-like gadget for books (Loeffer, 1999). This will be an advantage for the people, especially to students who need to read many books. Moreover, as books are going digital, we are saving a lot of paper needed in publishing a book and saving more trees for the preservation of the whole environment (Advantages of having an eBook Reader Device, n.d.).

    Nonfiction books also share an intellectual idea and benefit from the digitization of books. In order to fully deliver an idea and knowledge, nonfiction books need freedom in explicating terms and scenarios contained in a book. However, they are limited by their publishers as publishing is quite costly for nonfiction books that are not selling that much. However, in a digital book with no limited pages and boundaries, the author can freely expound on ideas he or she needed to include in the book. Moreover, the hyperlink, which is a feature of online materials, can be useful in cross-referencing and additional references for readers. This will be beneficial to ones scholarly pursuit or in doing researches for academic purposes (EIU, 2010).

    The Internet is very transient in the future and it moves in a breakneck pace. There are various predictions on what will happen to books and to book publishing 10 to 15 years in the future. As books are inherently part of the human lifestyle, it cannot be easily eradicated in the lives of the people. However, due to the rapid and unprecedented advancement of technology, the widespread digitization of books is just around the corner. In fact, a lot of books are now digitized Sony alone offers about a million eBooks in its eBook store (Parfeni). This digitization of books will largely affect the book publishing industry. It is estimated that their current profit will drastically decrease in the future as we move towards a paperless society. However, if they venture to downloadable books, they might maintain or increase their future profits.

    In 15 years or so, it is also deemed that authors will write for a global market. The interconnected networks of the Internet will demand works of literature of various authors. Moreover, like in blogs, there will be an upheaval of different indie authors that will soon enter the eBook market. This will be beneficial to unknown but talented artists. We will be all writers, publishers, and booksellers. Books will not be erased in the society it will just change its form and be more convenient to readers. Books will be widely available to a lot of people due to its electronic form. Thus, the digital age will render advancement and innovations to the current practices and lifestyle of the members of the society.

    United Arab Emirates or UAE is gaining popularity for the sudden success of city in terms of industrialization and progress. The capital of the country, Abu Dhabi, is holding international book fairs recognizing the important role of books. However, the publishing industry in the country is also moving towards the digitization of books. This only shows that the global market is moving towards the electronic future.

The measurement of marketing performance is a marketing management task concerned with the improvement of efficiency and effectiveness in marketing. The measurement is a process that involves creating a framework to evaluate marketing activities and then apply its evaluation in marketing management. This paper will propose a set of marketing metrics for a small mom-and pop general store and identify the metrics that are not applicable to such a small store and why. This paper will also discuss how marketing strategy fits within the framework of business strategy and provide an example of a company that successfully integrates marketing strategy into their overall business strategy, mission and vision.

Question one. Measuring marketing performance
A marketing metrics is a system that looks at market characteristics, dynamics and trends. The metrics system used explains outcomes, finds out what causes the outcomes, forecasts on future trends as well as sharing the ideas formulated. In my proposal to mom-and pop general store, the first be to define the scope of measurement, develop the measurement metrics then specify the key performance indicators that will be used (Kotler et al, 2007, p. 43).  The matrix should be having business relevance, which is it should be within the context of the mom-and-pop general stores. The marketing activities should also be measurable by understanding the goals, choosing appropriate marketing activities, measurement of the marketing activity, communication and analysis of the data. Trackability and reportability are other factor that must be considered when coming up with a marketing metrics for mom-and-pop. The metrics must put into consideration the key business aspects customers, the organization and the competitive environment. Customer focus should include the customer value component as well as how to recover this investment in the end. Customer metrics approach counts on the value it adds to customers against product profitability. Customer acquisition and increment of customer margin present the major ways of expanding profits earned from every customer. This process will also involve the following steps (Powell, 2008, p.67).

Generation of questions
This will involve asking questions on marketing decisions and their outcomes for example a prospective client will be asked how they got the information about the product and the business too. These simple questions can help small-scale business like mom-and-pop to understand the effectiveness of their marketing tools.

Use of database and dashboard

For a small mom-and-pop general store, they can track each marketing effort and its performance by creating a simple database. This will involve collecting data on when campaigns were run, their descriptions and the sales volumes generated. All this information collected, is analyzed and a summery made. This data provides information on the responses generated for each marketing activity and any other important clients information (Powell, 2008, p. 39).The database will be useful in making future business-marketing decisions. This data is critical in giving managers the framework for resource allocation and the identification of critical issues that the management should address to meet customer needs.

Metrics and management
Metrics will be significantly effective in activities that involve counting and reporting numerical. This is important when organizations need to enhance operation performance to increase profitability.

     Market share metrics is not applicable techniques to apply in mom-and-pop general stores. This is because this is a small store, which should most importantly focus on customer acquisition rather than market share.

Question Two. Role of marketing in business strategy
Marketing plays a big role in helping organizations to meet their goals and objectives by driving the changes that the management intends to implement. This is especially important because for organizations to thrive they need to deliver value to customers. To deliver this value, it is important for organizations to implement strategic and cross-functional initiatives with clearly defined marketing goals. It is imperative to note that due to change in customer dynamics, marketing is becoming the central activity in most successful organizations (Lenskold, 2003, p. 21). Marketing processes help organizations to identify prospective customer needs, and how to meet these needs profitably. A good marketing strategy is useful in implementing the right strategies to meet customer expectations and increase profitability. Marketing links the organization to the public and therefore its integration to the overall business strategy enhances the communication process between the organization and the public who are the customers. This communication process is critical in enhancing public image and increasing the competitiveness of the organization. In addition, marketing strategy is applicable in developing efficient distribution systems that can support organizational growth and expansion needs.

Wal-mart is one company that has successfully integrated marketing strategy in to their overall business strategy, mission and vision (Frank, 2006, p 23).Wal-mart is a chain of retail stores that integrates the power of marketing to drive business strategies and organizational goals. One of the goals of the company is to provide a wide range of affordable products to its customers. The store has been using the marketing arm to identify and implement appropriate market segmentation, market targeting and positioning strategies. This business strategy is based on very many factors that the marketing team identifies by carrying out a market research and then helping the organization to generate effective strategies (Sunil and Donald, 2005, p. 36).Besides, the marketing team has contributed significantly in the expansion and growth of the stores to the international market. Advertisement and other promotional activities focus on delivering the best service for the customer, which enhances customer satisfaction and loyalty. In addition, marketing plays a big role in shaping Wal-marts managerial decision-making process by identifying problems and offering their solutions as well as assisting in collection, analysis and dissemination of vital information to guide elements of the marketing mix and customer behavior (Solomon, 1994, p. 12).

Marketing strategy is a critical component of the overall business strategic and tactical plans. However, these strategies need continuous evaluation to determine their contribution to achieving business goals. Marketing metrics offer organizations a framework to monitor the performance of key activities and therefore managers should utilize these frameworks in achieving organizational objectives.

    Media technologies over the years have come out to be some of the most dangerous elements in the society due to their negative implications on sex and violence to people at different stages.  Psychology and criminal analysts concur that current trends in media technology development are so rapid and therefore not in tandem with critical extrapolation on their implications.  It is at this point that divergent views have resulted to consideration of media implications on sex and violence to be a hot-button-issue. 

Lawrence, Sharon and Alan (2009) explain that while proponents of media indicate that people of all ages must be effectively be subjected to realities in social life, opponents hold the view that the current media implications is pushing the society to the verge of collapse.  It is from the above consideration that this paper analyzes changes in the media sex and violence in the recent decades and its implications on children and adults.  The paper finally generates holistic recommendations for addressing the issue. 

Compare and contrast media sex and violence today to when you were a child
    According to Sarah et al (2010), media technologies and their associated negative impacts have greatly intensified after the information age era.  As a result, sharp differences are evident on the media sex and violence of 1980s and recently.  It is worth noting that 1980s marked a sharp turn towards intensification of the current technologies in the media industry. 

Notably, of television use in homes brought to the living room major pictures of war in Afghanistan, Iran, and Russia among other countries in relation to the cold war (Howell, 2008).  Though media is a common denominator for both ages, it takes place in variant intensities.  Cases of sex and violence influenced by the media were mild in 1980s a consideration that was contributed by lack of familiarity with the new technology, high government control and limited related violent tools. 

    In contrast to 1980s, media sex and violence is presently an all time high phenomena especially among the youth.  Notably, over 61 of all the TV programs have some violence in them while 64 contain sexual content (National Youth Violence Prevention, 2008).  In addition, 40 of the total bad programs have bad characters going unpunished.  Parents Television Council (2009) indicates that over 50 of children have televisions in their bedrooms a consideration that makes parents unable to control the content they watch.  As a result, over 46 of United States high school students have had sexual intercourse. Over 40 of youth involved in sex and violent crimes have some influence from the media (Sarah et al, 2010). 

    Unlike in 1980s when sexual abuse and harassments were societal deviations, the media has presently anchored their notion to be the norm.  Though the culture of violence and sexual abuse is strongly condemned both in practice and theory, Lawrence et al (2009) explain that it is highly regarded in the media.  In majority of the violent movies and games, the viewers often associate with the winning characters that successfully kills more opponents, conducts rape and other sexual assaults.  Howell (2008) points out that 10 of the total murders in the United States are conducted by youths who are below the age of 18 years.  Howell further laments from his findings that one out of every thirty women, three of them experiences either complete or attempted murder in their lifetime. 

    Unlike in the last decades of the 20th century, 21st century adult criminals are entirely derived form the media.  With most youths incarcerated of sexual and violence offenses having recidivism rates of over 60, Lawrence et al (2009) indicate that many adults offenders are carried from previous media influences.  

How media technologies increase the negative effects of sex and violence on children today
Peer influence
In his view, Richard, Glenn and David (2008) indicate that the media role in the society is informing and educating the community on key issues that spatial temporary affect them.  However, when this role is deviated from, the expected repercussion are indeed very negative and with great negative implications.  Lawrence et al (2009) indicate that with over 80 of the United States children being exposed to different types of media considerations such as the internet, music and television that have strong cases of sex and violence, their immediate social groups tend to center on related topics.  As a result, Sarah et al (2010) explain that this consideration circumnavigates in a whirlwind model as more children join it.  According to the pattern theory of crime, National Youth Violence Prevention (2008) indicates that once a criminal mind has been established, the crime will always take place when a chance arises.  Therefore, chances to practice what was seen in the media provide an effective platform for abusing others sexually or committing violence.   A good example to use in this case is the danger zone (after school hours) when children go unsupervised for three hours after 3pm.  


b) Role models
While analysts have so far failed to come up with an effective mechanism of addressing this problem of the media influence, Christopher, Claudia and Richard (2009) doubt if the solution will be found in the near future.  New media technologies have made it possible to manipulate audio visual information presented to the society to create particularistic effect.  Through the media, models who are mostly involved in crime are brought to the childrens homes and the extended communities.  In his view, Richard et al (2008) indicate that it is from this consideration that most children have been lost in the sea of violence.   By presenting models with bad habits to be very successful, they are easily emulated. 

From the above realization, Blow (2009) report in the New Times is therefore not surprising.  Blow indicates that after a violent event between Rihana and  Chris Brown (highly adored models), a 19 year old boy was arrested for threatening to hurt his girlfriend in a similar manner in Los Angeles.  However, the statistics presented after the story invokes some fear for the youths as well as the future of the United States.  Brown (2009) cites a report by the Center for Disease Control and Prevention that indicate about 9 of children between the ninth to twelfth grades to have been physically hurt as a result of mimicking their role models. 

Besides, Richard et al (2009) explain that as computer games become more available to children especially in the internet, most of them easily try to mimic the most violent characters which result to violence in the society.  While virtual games in computers give the child effective choice of the arms to use, the real situation results to use of guns and knives which culminate to higher crime levels.  

Poor analytical capabilities
With advanced media technology bringing more audio visual images to the society, Howell (2008) indicates that childrens analytical capacities are indeed very limited.  In his theory of personality development, Erick Erickson indicated that development is cumulative and should be effectively nurtured with high objectivity.  From this consideration therefore, children view bad behaviors and practices in the media to be okay and therefore try to implement them.  Notably, Christopher et al (2009) indicate that at this point, the community fails to provide guidance and therefore creates a seemingly new world such as sex and violence which children further seek to explore.  It is critical that all the media information presented to children is given adequate guidance to avoid lifetime mistakes.     

How new media technologies have negative effects of sex and violence on adults today.

Role models and celebrity orientation

It is worth noting that though sex and violence implications from media technologies have largely been centered on youths, the adults have equally been affected.  Similar to the youths, the impression created by the media on lifestyles patterns models endangers adults greatly.   Sarah et al (2010) point out that most of the sexually related pictures and images create the sense that the presented lifestyles are indeed better.  As a result, many adults seek to emulate them a consideration that is culminating to increased cases of family and marital breakups in the community.  Particularly, pornography has resulted to increased violence and drastic changes on sexual patterns between partners (Christopher et al, 2009).  Christopher et al further laments that with many pictures being created through special software for business purposes, the manipulated images are taken to be real by the viewers.  For instance, promiscuity and having more sexual partner and the ability to satisfy them sexually as presented in pornography is increasingly being admired.       

Providing conviction in committing crime
In his view, Lawrence et al (2009) indicate that most adults view media as a possible source of information to effect their crime in the society.  Notably, cases dealing with adults on sex and violence are indeed very disturbing since considered to be in full control of their instincts.  Sarah et al (2010) report that many of the violent and other action movies are at times considered as operational guideline towards committing crime.  For example, Christopher et al (2009) indicate that the movie prison breaking has resulted to reduced fear of incarceration a factor that increases preference of violent crime in the society. 

Use of drugs
It is worth noting that most of the violent activities and sexual assaults as depicted in the media require an individual to be under influence of drugs.  As a result, drugs such as marijuana, cigarettes and cocaine have become common as the best approaches towards attaining specified status (Richard et al, 2009).  It is worth noting that there seem to be great preference in doing what is bad as opposed to what is right.  As Claudia (2010) puts it, many wives to Mexican drug barons often die after long battle with the police or their colleagues.  While expounding on drug cartels, Claudia reported that they had found a ripe market as a result of the increasing conviction on their use especially through the media.  Paradoxically, Lawrence, et al (2009) indicate that media is like a double edged sword that has great positives and negative implications.  Other drugs like alcohol equally contribute to violence by adults in their homes as well as with their colleagues.     

Minimizing sex and violence problems from new media technologies
    Owing to the strong negative effects that result from new technology in relation to sex and violence, it is important that the government establish legislations to criminalize use of such information either in private or in public.  In addition, there is need to re-establish strong drive towards assimilation of societal values.  These would be very crucial in self propelling the society towards ethical basements.  Besides, intrinsic education and awareness creation of negative implications of the media should be conducted to the society to avoid extreme effects.  This consideration should be emphasized especially children and youths.  Finally, it is critical that more research on levels and implications of negative media should be established. 

    It is from the above discussion that this paper concludes by supporting the thesis statement, media technologies over the years have come out to be some of the most dangerous elements in the society due to their negative implications on sex and violence to people at different stages.  It came out from the discussion that new technologies have greatly changed over time and therefore culminating to further intensification of sex and violence.  It is therefore critical that recommendations are effected with emphasis on long term objectivity.