Communications and Media

Media is the plural of medium. Media is regarded as the means through which information is conveyed to the targeted audience. Media can therefore be defined as channels available for communication and serves different purposes which include entertainment, communication of news and information. This may also include the display of advertisement messages to serve as a linkage between the buyer and the seller of a given product. There are several types of media which include print media, electronic media, out-of-home, and direct mail. Print media is usually used to refer to any information that is obtained in form of print and this may include newspapers, magazines, directories, newsletters, and even event programs. Electronic media refers to broadcast media which includes radio and television, cable and the internet. Out-of-home media are normally meant to serve the advertisement purpose and they include billboards, transit advertising, and posters that are usually placed in the public places. Finally the direct-mail media involves the adverts that are directly mailed to prospects. Advancement in technology has led to the development of new forms of media like the movie-house advertising and specialized and automated telephone devices which have prerecorded advertising messages.

Information
Information is a concept that has several definitions which range from the daily usage of the term to technical usage. This concept is normally related to an array of notions including communication, control, data, instructions, meaning, perceptions, and representation among several other orientations. In simple terms, communication can be described as receiving a message and comprehensively understanding the message (Ash, 1990). According to Shannon and Warren Weaver, information is a choice or entropy and therefore they see the meaning of a message in the human sense as inappropriate (BusinessDictionary.com, 2010). The term information has therefore been differently defined depending on the context within which the term is used. However, in general terms, the meaning of information can be said to be facts, data, or instructions that may be found in any medium or form. It may also be used to refer to the meanings that humans assign to data based on the universally accepted conventions which are used in representing the data (Farlex, Inc, 2010).

Communication
The term communication is conceptual and therefore has several meanings. Communication can be defined as the process through which the exchange of information occurs. This involves the sending, giving, or exchange of information and ideas and this is oftenly expressed both verbally and non-verbally. Communication can be viewed as a two way process in which both partners exchange information and at the same time create and share a common meaning. Communication is a complex phenomenon and that human responds differently to each message depending on the timing and the context. Kaminski warns that the goal of communication is not merely telling but it should also involve altering another persons behavior (Kaminski, 2001).

Entertainment
Entertainment has been defined in several terms but it includes the act of receiving a host, or of being pleased by the actions of hospitality. The term can also be used to refer to something which has the capability of entertaining. Entertainment can therefore be said to be any action that amuses or pleases the targeted audience. Basically, entertainment has been defined as any kind of activity that is responsible for providing an amusement for individuals in a passive manner. Those activities involving participation are called recreation and therefore should not be confused with entertainment (Bazon, 2010). Entertainment can be achieved through conversations, public performances, and theatrical performances that are carried out in greater style and sophistication. There are three major categories of entertainment which includes exhibition entertainment, live entertainment, and the mass media entertainment. Exhibition entertainment involves what is usually displayed in the amusement parks, museums, art exhibitions, and fairs and trade shows. Live entertainment on the other hand involves live performances like dances, circus, concerts, operas, discotheques, and magic. Mass media entertainment involves the film industry, literature, newspapers, radios, television, and video games (BrainyMedia.com, 2010).

Convergence of information, communication, and entertainment
The three concepts all converge in what can be referred to as media interactions. These concepts have found their convergence through what has been reflected in the definitions. Media has been referred to as the means through which information is conveyed. The conveyance of the information is essentially meant to communicate which could mean entertaining the audience. A specific example could be a company which can choose a clown to advertise their product in electronic media specifically the television. The clown will attract the attention of the viewer and the message will definitely reach the audience in an effective manner. Television programs form some of the best examples in which media convergence may occur. The other example would be the cartoon network which apart from entertaining little kids, the programs carries some lessons with which small kids would find useful in their young life.

The convergence of media interactions has had a great impact on mass communication. Powered by technology, the convergence in media interaction has enabled the quick almost instantaneous relay of information to the audience and this has been hailed especially by the interested parties for its convenience and effectiveness. A click of the button for instance will open up a whole page of entertainment, news clips, or any other information one may be looking for. For instance, the emergence of social networks like twitter and facebook has enabled friends and acquaintances to converse in real time despite the long and vast distances that were once considered a barrier to effective communication. Professionally, the internet has made what was once impossible to become possible. Who thought of working in office at home This sounds ridiculous but it is exactly what is happening With the internet connectivity, one is able to move around with his or her laptop and attend to office duties while away from the office. The internet has brought about what can be referred to as the mobile office.

Media interactions can be said to be a wide concept considering that it involves an array of sectors including information, communication, and entertainment among others. Technology has pushed the notion further by improving on the effectiveness of the interaction. Media interactions can be argued to be cross cutting as it touches on various aspects including entertainment, communication, and information. These interactions have mostly affected the mass media prompting many individuals to be reached within the designated time. This has led to a highly informed society in which information, entertainment, and all that involve mass media has been appreciated. However, this has come with challenges as there is a difficulty in controlling the proliferation of information and thus some information has been availed to the unwanted groups. Advancement in media is a welcome move provided that it is positively going to impact society.

In 1949, engineers Claude Shannon and Warren Weaver developed the Transmission model that demonstrated a simple process we call communication. According to Shannon and Weaver, the process of communication starts with the source of the information. The transmitter then encodes information into signals. Signals pass by a channel before decoded by the receiver. A fifth element is called the destination, where the message arrives (cited in Chandler, 1994).

    Hardt (2004) defined communication in terms of reality. According to him, it refers to a basic human condition.  He explains
Referring to the process of making common the term has been applied to a wide variety of practices that establish commonality from road, to waterways, telegraph and telephones includes  different practices such as transmission (one way) and sharing (two way). (Hardt, 2004, p.7-8)

    On the other hand, mass communication departs from the sole individual. Hardt expands its definition as the discourse of society, which defines, organizes, and determines life in its social or political manifestations (Hardt, 2004, p.3). In other words, the reality becomes mass-mediated as mass communication tends to represent the world as it is . He argued that it is where public discourse comes from beginning with social initiatives that later on showcased domination.  History made mass communication as the new world order starting from the invention of papyrus to the discovery of media technologies.

Globalization
    Indeed, mass communication has dominated the world. In the 1960s, Marshall McLuhan introduced the idea of the global village, which highlights cultural change following the proliferation of modern mass media (cited in Sen, ) .

According to Eric Sen, the world has become a global cultural melting pot. That is, the culture has become global. But globalization, does not merely mean we have become identical. In fact, argued Sen, we have become different in many ways than before, thanks to globalization.
Sens The global, the Local and the Glocal discussed the many elements that works together to contribute to global cultural change. He further argued that mass media, especially newspapers and the television, continues to introduce global signs and globalized information. That is, individuals exposed to media may have, more or less, the same globalized idea. Following Sens description of globalization, clothes that are highly fashionable in Paris may also be the trend in China or a top-rated TV program in the United States may also be climbing the charts in Singapore.

    Using the idea of Shanon and Weavers Transmission Model of Communication, a simple process of communication is described in this exchange of information between a certain company that uses the cyberspace to advertise through its website. The web content writer acts as the transmitter while the search engine is the receiver. The individual is the final destination of the information.

Alexander and the Terrible, Horrible, No Good, Very Bad Day  is about a boy named Alexander who has a bad day, waking up with gum being stuck to his head and ends with the familys cat choosing to sleep with one of his other brothers. The situations that Alexander has to deal with can easily be that of a girl or boy though Viorsts inspiration for the story was her own son. However, some instances in the story such as the confrontation between Alexander and his two brothers are more associated with young boys after his visit to the dentist he has a conflict with his brother Anthony and is mocked by other brother Nick and Alexanders attempt to retaliate by punching Nick. Other gender portrayals in the story are seen among the adult characters in the story. Occupations in the story have traditional assignments similarly, familial roles follow traditional characterizations. The best example of this is Alexanders mother who provides the boy comfort and assurance that everyone had bad days and that his bad day did not warrant his plans to move to Australia.

Childrens books have been recognized to have an important role in the development of gender role perceptions. Personally, I see the book marks a clear effort by Viorst to have a more liberal view on gender roles and relationships, remarkable considering that the story was written in the early 70s. As seen, though there were gender role and relationship assignments, they are strong characterization and gender reversals can be possible. For example, though the parents roles are stereotypical, the interaction with the father set in the working place and the mother as the giver of moral and emotional support, there is no implication that the roles are exclusive to them or that this is the only role that they fulfill in the familys dynamics. Gooden and Gooden (2001) believe that these types of books are important not only in social orientation but create a positive and liberal view on childrens gender perceptions. More importantly, the continued, if not greater, appeal of the story today shows how well Viorist is able to communicate to not only to children but adults as well.

    We live in a modern society that is highly influenced by the rapid and unprecedented advancement in the field of science and technology. The technological advances undoubtedly render convenience and necessary improvements in the society. Moreover, the technologies are currently integrated in our lifestyle and have greatly transformed our world view. The  history of endless progress  according to Leo Marx in his article entitled  Does Improved Technology Means Progress  implies the achievement of political and social liberation. This idea views the utilization of science and technologies as a means of attaining a comprehensive transformation in the social setting. As a product of the era of political revolution, the idea is to transform the inherent society in a new community. The idea encourages various optimistic views and expectations. However, social consensus and agreement of the status quo are valued by the government and hinder these aspirations (Marx, 1987).

    By the turn of the eighteenth century, America was already gaining momentum in its progress toward industrialization. With the further development of industrial capitalism, a new definition of technological progress emerged in the United States, and the country celebrated the advancement in science and technology. Thus, with the emergence of technocracy, technocrats slowly dominated the country. Technocrats are a group of individuals enjoying superior intellectual, social, andor economic status. With the popularity of different technologies, these experts have been vital in the society since the 18th century. The technocratic view of progress largely differs from the political vision of progress that was adopted during the early years. Technocratics view progress as  valued improvements in power, efficiency, rationality as ends in themselves  (Marx, 1987, p. 36). It highly advocates sufficiency in scientific and technological innovation as the foundation of general progress. If we can ensure the supply in science-based technologies, the social, political and economic conditions of the society will eventually follow. Turning our heads to the Jeffersonian view, it states the social, political and economic status of life will pave the way to progress (Marx, 1987).

    One of the examples of the application of technocratic view in the modern society is the invention and innovation of communication tools and technologies. The continuous advancement of these technologies has paved the way for better communication, minimized the conflict and miscommunication, further strengthened peoples relationship in the society. The concept of technological progress slowly transformed from being perceived as liberation to political oppression to science and technology a sufficient and reliable basis for progress.

    According to Jennifer Daryl Slack and J. McGregor Wise (2007), technological determinism is based on two assumptions.  First, the values, feelings, beliefs and practices of the culture is based on the technologies being developed and the changes in the culture result in changes of technology  (Slack  Wise, 2007). The authors explained that technological determinism defines the way in which people understand and act in the relationship between technology and culture. For example, the changes in our modes of communication which became the latest trend in the society resulted from the invention and innovation of communication tools and gadgets. Thus, the culture of modern age is influenced by technology. In fact, the current culture is going online with the aid of computers and the Internet.  Cultural determinism, on the other hand, explained that the culture in which we are raised determines who we are in the emotional and behavioral aspects. It also states that the environmental influences greatly dominate biologically inherited traits in shaping a persons behavior and how he or she acts within the society. Stereotypes are often the product of cultural determinism. For example, Filipinos are widely known for their hospitability. This trait cannot be transferred genetically however, it is part of the customs and social or cultural norms of the Filipino society. Members of the society often develop traits through observation and teaching of the elders. To cite another example, part of the Japanese culture is being on time. This is also a trait that cannot be genetically-transferred however, environmental influences encourage the adoption of this trait.

Assisted suicide, a controversial topic in todays society whether or not it is the same as murder and should it be allowed or treated as a crime By definition, assisted suicide or euthanasia is the process which an individual who may for some reasons be incapable, is provided with the means (equipment and drugs) to commit suicide (Misbin, R. 2002).

Euthanasia is categorized differently and in this case we are focusing on the two major ones being voluntary and doctor assisted. Typically, euthanasia is done to critically ill patients who are going through severe pain or people with terminal illnesses that are not curable and are suffering as a result of these illnesses. It is therefore seen as a manner of ending the agony and suffering that such people go through. Obviously, the wearer of a shoe knows where it pinches most and therefore a person who is not going through the pain may not comprehend the predicaments of the victim. Euthanasia should therefore be allowed for ensuring quality of life. A quality life is not one of pain (Kohl, M. 2005).
 Most of the arguments surrounding these issues are from religious and moral stand points with their conclusions being that it should be discouraged and eradicated completely. From my point of view, suicide is a personal choice and there is nothing wrong in giving a hand to anyone who needs it. It is crucial to uphold ones freedom of choice and more so when such a decision doesnt physically harm another, then it should not matter at all if they make that choice. After all, ones life is all he possesses at the end and they should at least be in control of it (Rae, S. 2000).

If one chooses that life is not important to them and they prefer dying than living a miserable life that they dont fore see it getting any better, it is then apparent that they should be allowed to fulfill their wish. For instance, my grandfather had been suffering from cancer for over a decade. The condition only kept on growing worse and he had no hopes of ever recovering and he always begged for assisted suicide. It was eventually allowed as his condition only brought agony and pain. He was happy about the decision and he died a happy man rather than live and continue to suffer.

It is paramount however that our laws must and should not be based upon religion. Assisted suicide cannot be compared to murder. By doing this depicts the highest levels of ignorance. Religion would view this differently. They believe that suicide is an unforgivable sin and will lead to one spending their eternity in hell (Misbin, R. 2002). Assisting basically means that they themselves are willing and you are just showing them how to do it. Machines and drugs made to end peoples lives should not be blamed to the people who made them. They just offered aid to those in need. In the United States for instance, from surveys carried out in the year 2009, 49 of the patients were reported to have demanded for assisted suicide. 21 withdrew while the rest were not sure of it (Kohl, M. 2005).

Those opposed to euthanasia argue that human life is sacred and must not be brought to an end voluntarily. As a matter of fact many states protect a persons life and ending a persons life is a crime against the state. For instance in the U.S. many have been caught and prosecuted for assisted suicide. It is said that per year, more than 10 fall victims having assisted suicide and are prosecuted accordingly. However there is still a strong wave that euthanasia should be legalized. If doctors have been given a right to create life in the laboratories, they also ought to be given the right to bring it to an end especially when the patient desires or when circumstances require that such an action be taken. Another reason why euthanasia should be allowed by all means is due to economical reasons. Hospital space is increasingly becoming a problem and it is only wise to help create space. Congestion in hospitals lead to low quality services and the rate of deaths go high. Euthanasia is thus a method that helps reduce congestion in hospitals (Rae, S. 2000).

From all the above reasons, I believe that assisted suicide carries more benefits as opposed to many peoples views and therefore it is rather clear that it should be allowed.

I suppose what most inspires me is the idea of bringing the things I learn in this country back into my own country.  It may sound like a clich, but I think its literally the best of both worldsI can take the best part of this country and integrate it into myself.  It brings to mind the idea of a truly global communitythat were not just isolated specks on dusty maps, but international neighbors who have a chance to learn, grow, and prosper together.  In this way, I feel like Im at the center of an ever-changing world.

    Along those same lines, Im inspired by the election of Barack Obama to the presidency of America.  If I ever have doubts that the nature of America is changing for the better, all I have to do is turn on the TV or open up a newspaper.  Of course, Obama is an inspiration for me, as wellevery assignment in every class brings me one step closer to a future whose limits only I can define.  With Obama as an inspiration, I choose not to define my limits instead, I will concentrate on expanding my opportunities.

    I hear people talk about the American dream as some sort of concept that is unique to Americans only.  In a way, I feel privileged in my understanding of what so many others do not know that it is a dream not only from Americans, but a dream of Americaof promise, opportunity, and hope.  My own lifes journey, relatively speaking, is just beginningbut when I think of all of those marching alongside me to the American dream of a better world for all countries, and all peoples, I realize theres nowhere my journey cant take me.

According to Kendall  Wickham (2001) they allude that going to the malls to shop or just walk around or even just hang out is a popular American culture. Most shopping malls in the U.S. tend to have wide selections of a variety of experiences in just one place. Themed restaurants where a person can enjoy different and exotic cuisines, high end boutiques and relatively affordable boutiques, grooming parlors, movies theatres and other interesting places to go and things to see.  The Century City Mall is one such a shopping mall. It is situated in Los Angeles and it has everything for everybody. Some American celebrities are known to patronage the mall as well since the malls location is convenient as it is located in an upscale locality. In addition the ample parking and the history of the mall make it a favorite place for Americans especially those in Los Angeles area to visit.   

This paper is a case study of the Century City Mall and using an ethnographic approach the researcher analyzed the mall in terms of its historical background and he also compared it with other malls to pinpoint its unique features and why it is able to attract people from all walks of life.  

Description of the siteevent
The Century City mall is a great place to spend a whole day during your leisure time. The AMC Century City Theatres has really comfortable seats and IMAX 3D movie screenings. In addition to the theatres, some of the best restaurants are located in Century City Mall. Those interested in enjoying great American food have Houston which is a restaurant that offers a wide selection of American dishes. Rock Sugar Pan Asian restaurant offers Vietnamese, Malaysian, Indonesian and Thai cuisines. Mexican dishes are offered at Pink Taco, and Ummba Grill offers an array of Brazilian cuisine.
   
If one wants to have something quick and cheap to eat, there are several eateries which offer fast foods and they are Food Court or Subway Sandwiches. These eateries have affordable delicious dishes and are very popular as they can be taken on the go.
   
Century City has large clothes and other accessories shopping selections. They have high end brands like Louis Vuitton, Hugo Boss, and True Religion. For more common shopping needs they have Macys, Bloomingdales, Abercombie, Kenneth Cole, Puma, and Zara. Bloomingdales and Marcys are the malls anchors or most important stores as they bring in the bulk of the malls patrons and occupy a very large area in terms of square meters.
   
If one needs to buy some groceries, they can go to Gelsons whereas Brookstone, Apple and Bose offer all types of electronics. Apple offers a selection of information technology gadgets from the Macintosh brand whereas Bose offers an array of home appliances.   
   
The best thing with the Century City Mall is the parking. The first three hours are free of charge and valet parking services are also available on Santa Monica and Constellation Boulevards.  
Relevance and importance of this site or text as a subject of study
   
The mall is located in Century City and is surrounded by skyscraper office buildings on one side and hotels in which prominent people stay on the other side. It is on the Northwest side of Century City in Santa Monica which is in the city of Los Angeles. The mall being in a metropolitan city has something to offer everyone and people from all walks of life are able to get what they want from the mall. Also, being in city that attracts thousands of tourists every year at the mall they can feel right at home enjoying their cuisines and sampling what other cultures have to offer.
   
As far as malls goes, the Century City has the characteristics depicted by the other shopping malls. It is large and the retailers have very exciting presentations the owners of the retail shops in the malls through creativity and innovation manage to attract a very wide audience.
   
Under the roof of Century City customers get to enjoy childrens play areas, people can witness live shows, watch movies, play virtual reality computer games, have access to a variety of different dishes and food and see eye-catching marketing techniques and interact with knowledgeable people as they demonstrate how operate certain gadgets. Also, Century City offers postal services among a variety of other services. 

Method of research what did you do Observation When, how long, where Interviews-how many With whom Where
   
According to Taylor (2002) the methodology forms the background of every research as it validates the findings of research. This being an ethnographic research it thus entails the researcher to go to the field and experience the culture of the population which they are researching on. The methods of data collection used included close observation and interviews. As the researcher lives in Los Angeles he has visited the Century City mall on very many occasions and has interacted with very many people. These past experiences also came into play in this research.
   
The movie theatre is a favorite spot for many. The theatre is beautiful and the experiences of watching movies there are very pleasant and rewarding. Therefore this is one area that the researcher needed opinion on and therefore interviews were conducted on several movie goers who were selected using random sampling technique on different days. Also, the researcher interviewed the staff members who work at the AMC Theatres to get their views about their jobs and their clientele.
   
Apart from shopping the other places that attract a lot of business are the various themed restaurants. Most foreigners who for various reasons have relocated to the U.S. get to experience a taste of home in these restaurants. The mall is also very popular with tourists therefore the researcher interviewed a few people who have had a chance to sample these different cuisines on offer and also observed which restaurants were popular. One of the research questions sought to find out whether ethnicity was a factor that influenced patronage of these restaurants. Through observation the researcher wanted to find out whether the clients chose the restaurants based on their ethnic backgrounds or if other factors were at play as well.

Analysis Using the semioticdiscursive approach along with performance based analysis that we have learned during the semester, analyze this sitea) Situate within an historical context
   
Malls developed due to the shortcomings of ancient departmental stores that were seen to congest and make cities very dirty. The first malls called shopping centers were located along the city suburbs in the nineteen twenties and were meant to offer everything under one roof. Therefore shopping malls have existed for very long time and over the years have undergone several transformations. They have moved away form being just functional to incorporating other amusements and leisure time activities.
   
The Century City shopping mall was anchored on a Broadway set. The mall has grown over the years and in 1987 it boasted one of the largest movie theatres. This was what made Century City very popular then. The Broadway was closed down and bought off by a different investor and consequently the name was changed to Bloomingdales and what was previously the Marketplace was converted to retail shops. The Century City Mall is built on what was originally a movie set for which the original mall has been featured in several movies.
   
The mall boasts of having one of the most comfortable and state of the art movie theatres fitted with modern equipment. The seating resembles that seen in stadiums which means it is in 3D which enables the movie to be watched from all angles. This was developed recently is very popular with many movie lovers.

Develop associations similarities and differences 
Most Shopping malls are alike and have the same features. They all boast an array of retail shops which sell products ranging from the basic necessities to the luxuries. The Century City Mall in that area is no different although unlike other shopping malls that have a Disney world setting where children and or adults can have a Mini-Disney experience Century City mall does not.
   
Compared also, to some malls Century City is relatively small though this should not deter movie lovers as there is a state of the art movie theater fitted with modern equipment.  

Excavate the myths and underlying ideologies supported andor challenged
With the coming of the internet some thought that online shopping would lead to the demise of shopping malls. It has since emerged that the fears were unfounded and in essence the popularity of the malls has been on the rise though recently affected by the global financial crisis. This is because shopping malls are not just about shopping but combining that activity with an array of other sports and ways of spending leisure time with family and friends.
   
Recently in Minneapolis a rule was passed that no unaccompanied teenagers andor children should be spotted in a mall as they simply cause congestion and in most cases they are just gawking through windows without really buying anything. This is not entirely true as most children end up buying snacks and food. Also, they get to spot items they would like to buy or have their parents buy for them and this way when they come to the mall with their parents they acquire these items. Therefore claiming that children just idle around in malls gawking through windows without buying anything is a myth.
   
There are other myths that shopping malls were created with the idea or replicating mans understanding of Utopia. In essence the malls in America are seen by many Americans as a place to escape all the pressures and relax with friends while looking at beautiful things. Walking around and the noise because of all the activities is hardly Utopia.        


Uncover the multiple andor contradictory meanings
Some people view everybody who goes to the shopping mall as going there to spend their leisure time. This is because if it shopping they were after they can achieve this online. As much as malls offer a place to relax and be with friends most trips to the mall are for shopping or finding out prices of items to be bought in future.  
   
The other truth about malls is with competition among the retail stores makes the retailers sell their items at competitive prices. One has a choice of moving around in the mall and eventfully settling for the best prices of an item. Also, locating an item is easy.

Who benefitswho does not benefit for the meanings that are constructed    
A shopping mall has everything for everyone under one roof. The traders benefit from selling their products to the customers whereas the public benefits as it is possible to shop and relax in the same place. The community near the malls also benefits since jobs are created by the presence of the mall in the neighborhood.

Discuss the per formative aspects of the site including the performance of culture and identity 
The presence of valet parking raises the standards of the Century City mall. Also, the movie theatre is another factor that attracts an audience to this mall. Different ethnicities have their tastes and preferences taken care of and thus as far as integrating all cultural backgrounds Century City has succeeded. 

Discuss issuesconcernschallenges of performing ethnography    
To conduct an ethnographic research the researcher has to immerse themselves into the culture being researched on and be one with those in that community. Achieving such a feat in an expansive area such as the Century City is wishful thinking. The people who visit the mall range from genuine shoppers to conmen to tourists. Thus it would be impossible to be all those things or to try to fit in all the different social contexts presented in order to conduct a thorough research. Therefore some generalizations and the researchers personal opinions come to play.
   
Another challenge was establishing how much time was enough to gather a comprehensive data for the research. Everyday the situation change especially in such a context therefore a fact today may be disputed tomorrow.  

Discuss your role as the researcher in relations to the research site (identification disidentification similarities differences) your biases, assumptions
Despite conducting this research I also spend time at the Century City mall shopping or doing other activities. The mall is close to where I live and therefore this shortness in distance motivated me to pick the mall as my case study. Since I have had very good times at the Century City especially at the movies my assumption is that this is everybodys opinion. It emerged though that some poodle have lost their personal effects never to be found and though I have always thought the place as safe this information took me aback. 

What are the ethical issues you faced
According to Mackey  Gass a researcher should ensure they treat their respondents with integrity. What ever information they give should be used for research purposes only. No names should be revealed or other forms of personal information. During the research especially since I was conducting a research in a shopping mall many ethical issues came up. For instance in trying to identify why customers prefer one restaurant to the other, or if eating in a certain themed restaurant had anything to do with their ethnic background the information required created an ethical dilemma. This is because by declaring one restaurant better than the other gives the restaurant an advantage or an edge over the others which in research is unethical.
   
About ethnicity, by declaring that people eat in a certain themed restaurant as for ethnicity reasons it might be construed as declaring one ethnic group as being superior to the others with an implication of discriminating against certain ethnicity.
   
Being a frequenter at the Century City, my personal opinions influenced by my tastes and preferences may have clouded my judgment. For instance I consider watching a movie at the AMC Century City theatre as the ultimate movie experience. I have indicated that in my research and my visits to other movie theatres in other shopping malls in my opinion do not hold a candle to the experience at the AMC theatres. Some people might disagree and  but since it is a research about culture and how the surroundings influence a peoples way of life then it is unethical to let the researchers personal feelings interfere. In this case it was hard not to have an opinion about a place I know so well.  

Shopping malls especially in present day time have revolutionized how people spend their leisure time. They have become the places where individuals go to have all their needs taken care of under one roof. One can shop, eat and play without having to get in your car and move around. This case study succeeds establishing how individuals view a shopping mall experience and how the different cultures have been accommodated in the Century City shopping mall. Also, it emerges that shopping and relaxation with friends is possible and it is an experience to be had in a shopping mall.