Puma Ag Rudolf Dassler Sport Marketing Essay

Puma Ag Rudolf Dassler Sport Marketing Essay Introduction The Report presents a comprehensive analysis of NIKE INC. NIKE was founded in January 1964 as Blue Ribbon Sports by Bill Bowerman and Philip Knight and incorporated in 1968 under the laws of the state of Oregon. Its worlds leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. Product/Service Nike produces a wide range of Footwear, Apparel and Sports Equipments. Nikes Wholly-owned subsidiaries include Cole Haan, Converse Inc, Hurley International LLC and Umbro Ltd Target Market Nikes target market for their shoes, clothes and other accessories are males and females between 18 and 35 years old. It also targets active and sporty people as it provides products for all kinds of sports. Goals and Objectives Nikes goal is to  carry on his legacy of innovative thinking, whether  to develop products that help athletes of every level of ability reach their potential, or to create business opportunities that set Nike apart from the competition and provide value for our shareholders. Management Philip H. Knight, Chairman of the Board of Directors Mark Parker, President Chief Executive Officer, NIKE, Inc. Charlie Denson, President, NIKE Brand INTRODUCTION NIKE was founded in January 1964 as Blue Ribbon Sports by Bill Bowerman and Philip Knight and incorporated in 1968 under the laws of the state of Oregon. Its worlds leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. Nike became globally recognized for its swoosh logo and its trademark slogan Just do it. Nikes Wholly-owned subsidiaries include: Cole Haan which designs markets and distributes luxury shoes, handbags, accessories and coats. Converse Inc which designs markets and distributes athletic footwear, apparel and accessories. Hurley International LLC which designs markets and distributes action sports and youth lifestyle footwear, apparel and accessories. Umbro Ltd is leading United Kingdom based global football (soccer) brand. http://seekingalpha.com/symbol/nke/description http://invest.nike.com/phoenix.zhtml?c=100529p=irol-newsArticleID=1380811highlight= http://www.ehow.com/about_6465548_nike-uses-endorsements-sponsorships.html http://en.wikipedia.org/wiki/Nike,_Inc. THE MARKET ENVIRONMENT Geographical Market Nikes world headquarters is located near Beaverton, Oregon, a suburb of Portland.Today Nike operates in more than 160 countries around the globe like U.S, Europe, Middle East, Africa, Asia Pacific and Americas. http://www.nikebiz.com/?sitesrc=emealp Business Nike specializes in Footwear, apparels and equipments. In addition to its namesake Nike brand, the company also develops and markets footwear and apparel products under the Cole Haan, Converse, Hurley International, and Umbro Inc which are nikes owned subsidiaries. http://www.nikebiz.com/?sitesrc=emealp Pest-G Analysis Nike is an international organization and needs to focus on macro environmental factors. Macro environmental factors comprise Political, Economics, Society, and Technology. http://www.businessteacher.org.uk/free-business-essays/nike-business-essay/ BCG Matrix Nike is established within its markets from economies of scale. Hence places them in the Cash Cows category on the BCG Matrix. Cash cows market growth has slowed and hence the products hold a fairly stable market share. http://www.businessteacher.org.uk/free-business-essays/nike-business-essay/ THE COMPETITION Main Competitors The main competitors of Nike are:- Adidas AG New Balance Athletic Shoe, Inc. PUMA AG Rudolf Dassler Sport http://biz.yahoo.com/ic/42/42602.html Sales and Profit trends Adidas AG During the first half of the year 2010, Adidas sales are à ¢Ã¢â‚¬Å¡Ã‚ ¬ 5590 millions and profit is à ¢Ã¢â‚¬Å¡Ã‚ ¬ 2727 millions. There is an increase of 11% of sales and an increase of 20.2% of profit in 2010. http://www.adidas-group.com/en/investorrelations/financial_data/income_statement/default.aspx New Balance Athletic Shoe Inc At the end of the year 2008, the total revenue was 1640.00 M. http://biz.yahoo.com/ic/42/42602.html PUMA AG Rudolf Dassler Sport At the end of year 2009, the total revenue was 3526.70 M. http://biz.yahoo.com/ic/91/91292.html Market share Adidas AG Adidas acquires 6% of the global athletic apparel market and 16% of the global athletic footwear market. New balance Athletic Shoes Inc New Balance Athletic Shoes acquires 6% of the global athletic footwear market. PUMA AG Rudolf Dassler Sport Puma acquires 2% of the global athletic apparel market and 7% of the global athletic footwear market. http://www.wikinvest.com/stock/Nike_(NKE)#Market_Share Target markets Adidas Adidass target market is mainly the urban youth with the brand position and the potential target market is the principal consumption centers like the metros. http://www.scribd.com/doc/8760709/Adidas New Balance Athletic Shoes Inc New Balance target young consumers with the same zeal of its rivals http://www.answers.com/topic/new-balance-athletic-shoe-inc Puma AG By shifting their brand proposition Puma broadened their target market from solely sport to lifestyle and even fashion. http://www.nundroo.com/archives/000008.html THE COMPANY Sales and profit trends During the year 2009, Nikes sales were $2,583 million whereas in 2010 it is $2741 million. The profits earned during the year 2009 were $2216 million whereas in 2010 it is $2434 million. There is an increase of 6% in profits and 10% in sales in the year 2010. http://invest.nike.com/phoenix.zhtml?c=100529p=irol-finReporting Market share Nike is the clear market leader with 31% of the global athletic footwear market and 7% of the global athletic apparel market. http://www.wikinvest.com/stock/Nike_(NKE)#Market_Share Business sectors Footwear Nike specializes in athletic footwear particularly in running, cross-training, basketball, and soccer. It also sells sport-inspired casual footwear like its Air Force Ones footwear line. Nikes Footwear sales increased by 14% in 2009 reaching about $10.3 billion. Hence 54% of revenue comes from the footwear sector. Apparel Nike also sells sports apparel such as running shorts, t-shirts, and licensed apparel (with logos of college and professional sports teams). Apparel sales totaled $5.24 billion in 2009, a 0.2% increase from a year earlier. Equipments Nike also sells sports equipment such as balls, protective equipment, and golf clubs. Sales of Nike branded equipment has reached $1.11 billion in 2009 which resulted in 9.5% increase from 2008. Others Nike also sells apparel and footwear under the Nike Golf, Cole Haan, Converse, Hurley International, and Umbro brand names. http://www.wikinvest.com/stock/Nike_(NKE)#Market_Sharen Project focus Since Nike is specialized and famous in athletic footwear, I have selected footwear sector as my project focus. SWOT analysis http://www.quality-assurance-solutions.com/swot-analysis-nike.html THE COMPANYS MARKETING STRATEGY Segmentation According to Philip Kotler Market Segmentation is the subdividing of market into homogeneous sub-set of customers, where any subset may conceivably be selected as market target to be reached with distinct Marketing Mix. (function() { var scribd = document.createElement("script"); scribd.type = "text/javascript"; scribd.async = true; scribd.src = "https://www.scribd.com/javascripts/embed_code/inject.js"; var s = document.getElementsByTagName("script")[0]; s.parentNode.insertBefore(scribd, s); })() Nike segments the international markets by geographic location; the United States, the Americas, Asia Pacific and Europe, Middle East and Africa (EMEA). Targeting A target market or target audience is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise. http://en.wikipedia.org/wiki/Target_market Nikes target market for their shoes, clothes and other accessories are males and females between 18 and 35 years old. It also targets active and sporty people as it provides products for all kinds of sports. (function() { var scribd = document.createElement("script"); scribd.type = "text/javascript"; scribd.async = true; scribd.src = "https://www.scribd.com/javascripts/embed_code/inject.js"; var s = document.getElementsByTagName("script")[0]; s.parentNode.insertBefore(scribd, s); })() Positioning The process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. http://en.wikipedia.org/wiki/Positioning_(marketing) Nike products are easily available in different retail and outlet stores all over the world such as Sun and Sand Sports. Nike products are also available at their own Nike store online and Nike town. Differentiation/Low Cost Leadership/Focus Low price compare to its high quality products. Edge cutting products. E.g. Nike + iPod Cushioning technologies in its shoes. Patents all its new technologies Growth Strategy To create innovative products, amazing brand experiences, and premium retail destinations wherever consumers connect with NIKE. -Mark Parker, President and CEO, NIKE, Inc http://www.nikebiz.com/media/pr/2010/09/23_FY11Q1Earnings.html Generic strategy Nike uses network structure Nike implemented Differentiation Strategies THE MARKETING MIX Product Nike is trying to meet the consumer needs. Nike realizes that the clients could be participating in more than one sporting event and they need a huge range of products to meet all their sporting needs. The Companys innovation has added great value to its products. For example, there are some Nike shoes that have been installed with radio devices to measure runners pace. Nikes quality products, loyal customer base and its great marketing techniques all contribute to make the shoe empire a huge success. Some of the Nike shoes are Nike Jordon, Nike air force classic, Nike air max, Nike Shox etc. http://www.pickyourshoes.com/size/nike_air_forces.htm http://www.upublish.info/Article/Marketing-Mix-for-Nike/314859 http://shopping.aol.com/articles/2008/05/12/nike-shoes/ Price Nike has designed to be competitive to other fashion shoe retailers. Nike targets the consumers who accept product intimacy and thus care less about the product. This enables Nike to set pretty higher prices than its competitors. This strategy helps to push product perceived product value. Once the consumers develop product intimacy, they come to associate their person with the product and will pay whatever price quoted on the product with Nike logo on it. Nike uses the vertical integration pricing strategy in which the steps involved in the production and/or distribution of a product or service are controlled by NIKE, in order to increase that companys or entitys power in the marketplace. http://www.upublish.info/Article/Marketing-Mix-for-Nike/314859 http://www.suite101.com/content/audit-on-nikes-marketing-strategies-a94404 Place Nike shoes are sold in multi-brand stores and the exclusive Nike stores across the globe. Nike sells its product to about 20,000 retail accounts in the U.S. and in almost 200 countries around the world (http://www.suite101.com/content/audit-on-nikes-marketing-strategies-a94404) . The Company sells its products directly or it uses subsidiaries and distributors. It also sells its products through internet as it has its own online Nike store and Nike town. Because the company is located all over the world and it also uses licensed distributors because it is rather difficult to reach all those parts of the globe. http://www.upublish.info/Article/Marketing-Mix-for-Nike/314859 Promotion Nike has a number of famous athletes that serve as brand ambassadors such as the Brazilian Soccer Team (especially Ronaldino, Renaldo, and Roberto Carlos), Lebron James and Jermane ONeal for basketball, Lance Armstrong for cycling, and Tiger Woods for Golf. Sponsoring of events is another great promotional technique for Nike. Web sites are a great promotional tool as they cover these events. Events like Hoop It Up and The Golden West Invitational. Nike make the websites exclusively for a sport such as nikebasketball.com, nikefootball.com, and nikegolf.com http://www.upublish.info/Article/Marketing-Mix-for-Nike/314859 EVALUATION OF COMPANYS STRATEGIES AND TACTICS Evaluation of companys current position Strong brand recognition. Top endorser. Global leader in athletic shoe market. The swoosh is nationally recognized by 97 percent of the American population. Nike is leading the U.S. marketplace in athletic footwear. Through aggressive advertising, endorsements by the leading professional athletes in nearly every major sport, and a high-quality product, Nike has been able to sustain a competitive advantage. They continue to show growth in the athletic footwear industry. http://www.docstoc.com/docs/17947394/With-adidas-and-Reebok-Combined_-Will-Nike-Still-Crush-the Evidence of companys success (refer to the graphs in appendix) The total revenue during 2010 was $19014 million, a little less than the previous year. EPS performance of Nike has increased from $3.03 in 2009 to $3.86 in 2010. Return on invested capital has also increased from 17.8% in 2009 to 20.7% in 2010. The gross profit has increased from $8,604,400 in 2009 to $8,800,400 in 2010. The net income has increased from $1,486,700  in 2009 to $1,906,700 in 2010. Revenue distributions of Nike in international markets have increased from 49% in 2009 to 53% in 2010. Increased stock performance by 90% in comparison of SP 500. Nike has always remained on the preference list of athletes and athletic footwear was indeed the first category of products launched by the company more than 30 years ago. Today, you can see the craze for its products, not only among athletes, but also among golfers and other sportspeople. http://media.corporate-ir.net/media_files/IROL/10/100529/nike-ar-20100804/index.html#select_financials Prospects for future growth/success. Offer economical price to variable consumers around the world. Open up more stores and franchise to reach maximum buyers. Have more communication with their customers and receive feedback from them to help create imagine that Nike care for its customers. Come up with more new ideas of designing the shoes. CONCLUSION Nike, Inc. is a company rooted in competition. From equipping athletes with the finest sports equipment in the world to continuously improving their financial performance, Nike dominates its competitors. Phil Knight and Bill Bowerman probably could not have imagined in 1962 to what degree their $500 investments would yield in 2010. They did know that product quality and innovation would help athletes to achieve greater goals. It is one that has helped athletes and stakeholders alike to realize athletic and financial greatness. Despite a changing marketplace for athletic footwear, Nike wants to expand their product lines and marketing reach to become a more powerful global brand. Nike has existed for more than 35 years and is still willing to travel a long distance of popularity. APPENDICES 400px-Footwear_market_shares.png400px-Apparel_market_shares.pnghttp://www.wikinvest.com/stock/Nike_(NKE)#Market_Share chart-revenue.gif chart-eps.gifchart-roi.gif chart-stock.gif chart-distrib.gif http://media.corporate-ir.net/media_files/IROL/10/100529/nike-ar-20100804/index.html#select_financials

Constantinople :: essays research papers fc

This essay will attempt to analyse and explain all the causes and factors that lead to the choice of Constantinople as eastern capital of the empire. From the very outset the reasons for such a catalytic â€Å"move†, which provided the impetus for the creation of a new era, will be examined as lucidly as possible. To conclude, having appraised the above, much light will be thrown on the choice of Constantinople, amongst other locations, as the eastern capital of the empire in terms of geographical position, religious and economical factors. Numerous were the reasons that gradually led to the movement of the empire to the East. Initially, Rome was very far from the regions of the shores of the Bosphorus and the river Euphrates and thus unable to confront effectively the empire’s most significant enemies (the Goths and the Persians) that had made their appearance from the 3rd century. Additionally, Rome, a centre of paganism, with its memories of municipal traditions and â€Å"republican sentiment, with its aristocratic, educated and fiercely traditionalist senators †, had begun to annoy the Roman Emperor Constantine the Great (337-362). He, himself, was a vigorous supporter of Christianity and especially after the prolonged period of his successful confrontation with Licinius (314-323), he was convinced that the future belonged to the Christians and for that reason, he decided to turn decisively towards the East, which was the main source and origin of the new religion. Furthermore, from the 3rd century onw ards, most of the emperors originated from provinces and did not share significant bonds with Rome. What Constantine visualised instead of sacrifices to pagan deities and four emperors with irregular courts and capitals, was an empire with one emperor and one established capital, along with a splendid innovative church devoted to the glory of the one true God . He therefore regarded the foundation of a new city as the most important symbol of his deeper aim, the renewal of the empire. In 324, the old Greek trading city of Byzantium (modern Istanbul) was chosen by Constantine the Great as the ultimate spot for the new city that would form the headquarters of the empire in the East and was renamed after his own name, Constantinople (Constantinou-polis). It is a fact that among the fundamental criteria for choosing this specific location were its strategic geographical position between Europe and Asia, its strategic value for the command of the seas and of the main routes over-land from East to West and from North to South, as well as the right connection between the centre and the periphery of the Empire.

Mass Media Audience in Malaysia Essay

In the mass media perspective, have two types of audience which is the passive audience and the active audience. But sometimes, they maybe act both of these types. So, in discuss this both type of the audience, I have pick up the difference theory to explained how their style can give the powerful effects to mass media or by their attitudes make the mass media have the limited impact on them. Lots of theory that has been discussed on passive audience, and state that people are easily influenced by the media. While active audience concept can be viewed as a theory that focuses on accessing what people do with media. This concept said that the people make more active decisions about how to use the media (Stephen W. Littlejohn and Karen A. Foss, 2008). For that reason, this concept can be referred to as audience-centered rather than source dominated. Baran and Davis (2006) suggested that this concept should be looked under micro level perspective rather than macro level perspective. These ideas of audience are associated with various theories of media effects. The powerful effects theories tend to be based on passive audience, whereas the minimal effect theories are based more on an active audience. During the 1970s and 1980s, more researchers became increasingly focused on media audience. Most of them focus to gain more useful understanding of what people do with the media in their daily lives. As this research develop, new and less pessimistic conceptualization of audience began to develop. Empirical researcher start to reexamined limited-effect assumption about audience and argued that people were not as passive as these effects theory assumed (Baran and Davis, 2006). Media audience is a group of people who participate in an experience or encounter a work of art, literature, theatre, music or academics in any medium. Audience members participate in different ways in different kinds of art; some events invite overt audience participation and others allowing only modest clapping and criticism and reception. Media audiences are studied by academics in media audience studies. Audience theory also offers scholarly insight into audiences in general. Early research into media audiences was dominated by the debate about ‘media effects’, in particular the link between screen violence and real-life aggression. Several moral panics fuelled the claims, such as the incorrect presumptions that Rambo had influenced Michael Robert Ryan to commit the Hungerford massacre, and that Child’s Play 3 had motivated the killers of James Bulger In the 1990s, David Gauntlett published critiques on media ‘effects’, most notably the â€Å"Ten things wrong with the media effects model† article (George Rodman, 2009) . Active audience was define as the audience for a media product, seen not as accepting a product as it is presented to them, but as interpreting, interacting with and using it for their own agenda. Frank Biocca (in Littlejohn, 1999) (in George Rodman, 2009) discussed five characteristic of the active audience implied by the theorist. The first is selectivity. Active audiences are considered to be selective in the media they choose to use. The second characteristic is utilitarianism. Active audience are said to use media to meet particular need and goals. The third is intentionality, which implies the purposeful use of media content. The fourth characteristic is involvement, or effort. Here audiences are actively attending, thinking about, and using the media. The last characteristic is impervious to influence, or not very easily persuaded by the media alone. According to uses and gratification media effects assumed the audience brought their own needs and desires to the process of making sense of media messages. Needs and desires structured how messages are received and understood by the audience. Theory uses and gratification was the first to champion the cause of â€Å"the active audience†. It shifted the emphasis from what the media do to people and placed the issue of what people do with the media. U and G state the audience as more active in the decision to watch television and what to watch. Kartz, Blumler, and Gurevitch (1974)(in Saodah Wok, Narimah Ismail and Mohd. Yusof Hussain, 2005) described five elements of the U and G. First, the audience is conceived of as active, an important part of mass media use is assumed to be goal directed. Second, in the mass communication process much initiative in linking need gratification and media choice lies with the audience member. Third, the media compete with other sources of need satisfaction. Fourth, many goals of mass media use be derived from data supplied by individuals themselves, they can report their interest and movies. Lastly, value judgments about the cultural significance of mass communication should be suspended while audience orientations are explored. Besides that, information Processing Theory also used to describe and interpret how each of us take in and makes sense of the flood of information our senses encounter every moment of each day. It assumes that individuals are active in operate with certain built-in information-handling capacities and strategies. Each day we are exposed to cast quantities of sensory information. We filter this information so only a small portion of it ever reaches our conscious mind. Only a tiny fraction of this information is singled out for attention and processing, and we finally store a tiny amount of this in long-term memory. We are not so much information handlers as information avoiders-we have developed sophisticated mechanisms for screening out irrelevant or useless information. Passive audiences usually had received information with little or no effort on their part. The audience is passive in the receiving and interpretation of media. Based on that statement, Noelle-Neumann (1981) (Shirley Biagi, 1999) introduced her spiral of silence concept to support the powerful of media. She argued that her perspective involves a â€Å"return to the concept of powerful mass media†. She wrote, â€Å"as regards the connection between selective perception and the effect of the mass media, one can put forward the hypothesis that the more restricted the selection the less the reinforcement principle applies, in other words the greater the possibility of mass media changing attitudes†. She contends people who feel they are a minority opinion remain silent, thereby reinforcing or enlarging the majority position. These people take a silent stance on an issue. Their silence result in a kind of contagion of silence among others who share the minority view; and this ever-spiraling or enlarging silence plays into the hands of the vocal majority. The mass media exert great influence and have powerful effects because publicize which opinion they consider important and give clues to the public about opinion people can talk about or advocate without becoming isolated. The media, because of a variety of factors, tend to present one sides of an issue to the exclusion of others, which further encourages those people to keep quiet and makes it even tougher for the media to uncover and register that opposing viewpoint. Once a spiral of silence is initiated, the magnitude of media influence will increase to higher levels over time. Spiral of silence theory argues that media can have a powerful influence on everyday talk; this was linked with the concept passive audience. Media can literally silence public discourse on certain topics by declaring them to be settled in favor of one or another. Besides that, Habermas (1962) (in John C. Merrill, John lee and Edward Jay Friendlander, 1994), gave a unique explanation of the social structure and the audience in it. Within his concepts of the â€Å"public sphere†, the residents consume the culture and information and the audience is portrayed as a member of the society, who participates in the exchange of ideas. Even though this audience participation was interpreted as bringing â€Å"degeneration in the quality of discourse† (Calhoun, 1993) (in John C. Merrill, John lee and Edward Jay Friendlander, 1994), his glimpse of the â€Å"audience activeness in participation† plays a role in connecting critical theory, which focuses more on the passive audience under fundamental economic determinism, to cultural studies, which regard the audience as more active within the extensive structure of the society. Critical theory’s main focus is on economic determinism, in which capitalistic power controls the mass media ownership and its messages, and in turn, controls the audience’s perception and activity. The audience is not regarded as being as important as the mass communicator, but is treated as a side issue in the mass communication process. In Malaysian, the issues about media violence especially on the television programs and the impacts on children’s behaviour it’s always being discuss among the society and academician. The study about these issues was started from 1950’s until now. It’s become more critical when a lot of improvement have on media technology, especially on the content. This is because, the technology is always developed. Most people do not believe that media violence has had any a negative effect on them. In public opinion polls, typically 88% of people say that the media have not affected them personally (Whiteman, 1996; in W. James Potter, 2003). But, in reality the media continually and profoundly affect everyone, and when the messages are violent, people are at risk for a variety of negative effects. Basically people do not perceive these negative effects happening to them in their everyday lives, not because those effects don’t exist, but because people do not know what to look for as evidence of the effects. Schramm and his associates reported that children were exposed to television more than to any other mass medium (Shirley Biagi, 1999). In Malaysian context media violent bring the huge impact to our society development. According to Orestes (2002), media violent is a major problem threatens the harmony of family life. According to him, many media spread the mistaken notion that sex, pornography, porno-actions, violence, terrorism extreme and wild life, all of these aside from culture and religion. He also found, reflecting the influence of irresponsible media lead to moral standards in the Asian youth is declining, 20% of teenagers involved with adultery, 24% were involved with pornography and porno-actions, 21% sex before marriage and 35% of juvenile cases. All this will lead to teen more problematic and involves the breach of discipline problems at school very significant. According to Amir Hassan Dawi (2002), films, newspapers, magazines, novels, books, internet, interactive media and television to highlight the culture of yellow has been a problem in changing the behaviour of physical, verbal, nonverbal, antisocial and crime among students. He reported that the sex scenes and violent action seen in the media that will make young minds hard and greedy. He also stated that this matter cannot be denied because their average age between 12 to 20 years of age is a stage is still considered raw. At this stage, students easily stimulated because they are in the process of change to natural puberty. Thus they will aggression that was adapted to use information to media practiced in their daily behaviour. Violent programs in the media as well as imitation of behaviour problemspersistent to the teenagers (Ralph, 1999). According to him, when many violent and behaviour that aired in the media with easily influenced and imitated by the children and adolescents. These issues become even worse what if the parents knowingly make a media a place to escape from educating children as fatigue factor, career and finding sources of income (Rogers, 1980) (in Rosly kayar, 2007). Thus, character building children depend on viewing and simple materials found in the media. This will cause teenagers to make the material as a medium for viewing learn something and then practiced in life. Consequently, violent treatment of pleasure and in accordance with the instinct of youth will be the main mechanisms of adolescent attitudes and behaviour. Thus, the adolescent will be more wild and vulnerable violent activities (Baron, 1973) (in Rosly Kayar, 2007). This entire technological advance occurred simultaneously with profound alterations in Malaysian society. Stanley J. Baran and Dennis K. Davis (2009) state, the new social landscape took shape at precisely the same time that the new mass medium arrived. So, after the rapid social change in the Malaysia especially, the serious social problem also had the rapid rise. Based on that situation, in my opinion audiences in Malaysia was an active audience. To relate these ssues with my statement, I have chosen the Uses and Gratification Theory by Bumler dan Katz in 1974 to understand more how the communication technology advancement will be effect the children’s, and also its will answer why I said the audience perspective in Malaysia is active audience. In the Uses and Gratification Theory, active audience from the violent media site, can be described as how the teenagers us ed the variety way to achieved their satisfaction by using television. This theory emphasizes the willingness of consumers and not the content of the message. Media is considered as a way to meet the needs of the audience and the audience is assumed to be active. While Saodah Wok, Narimah Ismail and Mohd Yusof Hussain (2005) states this theory can explain why some of the contents of television are not watched by the audience. Maybe it does not interest them or do not have the required information. This theory also explains how the individual characteristics of the different character of the television media channels to satisfy the requirements and to solve problems. Certain individuals, especially teenagers have different goals to support treatment. According to Rice and Williams (1984) (in Sobhi Mohd Ishak, 2003), the emergence of new media is the best field to test the various theories and models. One of the theories that the media are often used to analyze new media Uses and Gratification theory is the requirement. Other than Rice and Williams, several other researchers are also using this theory as a reference for research on mass media such as Williams, Strover and Grant (1996) (in Sobhi Mohd Ishak, 2003). As the theory relating to â€Å"active audience†, Uses and Gratification Theory of the Will provides perspective on how audiences respond to new media-rich information resources. The active audience can be seen in this issues when the audience watch the violent content on the media like television, they have the tendency to behave or talk like what they watch without realizing what they had follow is negative or positive. So this action can be considered as active audience. This because, they watch the media content, then they practices on their live. From their act they would change the perspective of media in terms of carrying the message to give the information. For example, the results of the present widespread television exposure, exposure to sex is also becoming more numerous and easier to achieve.

The Lifelong Health Effects Of Childhood Trauma - 1301 Words

The topic that I have decided to write about is childhood trauma. I wanted to research the lifelong health effects that are caused by childhood trauma. One thing that has always concerned me is the life of children growing up in war-zones or areas with extreme poverty and crime. I assume that there is a correlation between traumatic experiences and health. Many people would argue that the correlation behind it is that it is more likely that a person makes bad health decisions like drinking and doing drugs when they grow up in those conditions but I know that there is research that can directly link a bad experience to health. This is something that I am really eager to research and learn more about, and something I’d like the world to know about. This country and many countries have been involved in ongoing wars in the Middle East. There are thousands and thousands of children growing up experiencing traumatizing events. It is important to understand the way war affects these children. It is something to consider when our country decides to accept Syrian refugees to our country. I have grown up in low-income neighborhoods with high crime rates and I have witnessed people getting killed as well as lost several friends due to gang violence. I’ve also noticed many students at school who grew up in tough homes, were the same students having a hard time at school and eventually end up in the wrong paths. I understand that traumatic experiences and growing up in theseShow MoreRelatedShaken Baby Syndrome737 Words   |  3 PagesAccording to Merriam-Webster, trauma is defined as a serious injury or wound to living tissue caused by an extrinsic agent; a very difficult or unpleasant experience that causes a person to have mental or emotional disturbances, usually for an extended period of time. There are many types of trauma that can affect a child’s development, specifically neural development. One pervasive form of trauma to children is Shaken Baby Syndrome. Shaken Baby Syndrome is a simple descriptive for a disturbingRead MoreA Research Study On Child Development922 Words   |  4 PagesThe majority of research conducted in the fields of biology and ecology, as they relate to child development, has occurred in the years following the Adverse Childhood Experiences Study (1994) conducted by the CDC in conjunction with several academic partners. This study established the standard of â€Å"adverse childhood experiences† (ACEs) upon which subsequent studies have relied for measurement. ACEs include â€Å"psychological, physical, or sexual abuse; violence against mother; or living with householdRead MoreA Child Who Has Disruptive Attachment Will Face Many Issues1575 Words   |  7 Pagesduring childhood and into adulthood. These impacts due to grief, loss, abuse, maltreatment, parental health issues, could be mental or physical health related. These issues can be on going, temporary and yet will affect issues of their primary carer will be ongoing and affect every part of the child’s life (Doyle, 2012). The behaviour of a child who has been impacted by the trauma of some sort can present in many ways. This will depend on the age of the child and possibly the trauma it hasRead MoreRisk Factors For Adolescent Drug Abuse1462 Words   |  6 Pagesbiggest transitional stages in a person’s life because their bodies are going through changes they can’t control and they are trying to find themselves. By feeling out of control emotional or mentally of your body, or experiencing a mental or physical trauma can play a huge role in emotional triggers for drug abuse. And as coping methods to combat these changes, life experiences, and environmental stressors teens turn to drug usage. Social risk factors that contribute to adolescent drug abuse are thingsRead MoreThe Relationship Between Essentialist And Contextualist Standpoints On Personality Continuity866 Words   |  4 Pagesthe first few decades. Viewpoints on more abrupt, situational, or post-interventional changes are more disparate in validity, ranging from claims of volitional influence to anomalous, yet undeniable observations of personality change following brain trauma. Developments in genetic research and cognitive psychology in recent years support the notion that personality is ingrained in individuals, and therefore unchanging. While it had been hypothesised since the 1960s that individuals could be geneticallyRead MoreEssay on Social Policy Development 1431 Words   |  6 PagesWhile, experts have clearly not agreed on every measure by which development of an individual’s cognitive development should be measured, each have agreed that risks are involved to cognitive and emotional development during the infancy and early childhood stages that could later lead to serious consequences. Infancy by all standards is when the individual is most vulnerable physically. They are dependent for every need to be fulfilled by another. It is during this time that attachment beginsRead MoreThe Effects Of Psychological Trauma On Women s Childhood Experiences And The Centers For Disease Control And Prevention Essay1759 Words   |  8 Pagesto the Adverse Childhood Experiences (ACE) study by the Centers for Disease Control and Prevention (CDC, 2014), over 60% of insured adults in the U.S. had experienced childhood trauma, with 16% admitting to multiple types of abuse. This number can be even higher if the study sample included uninsured individuals, especially those who were in the high-risk, low socioeconomic status, and underrepresented population. Child abuse and neglect can cause both short-term and long-term effects, such as improperRead MoreEssay about Social Work and Child Development1704 Words   |  7 Pagesrise. Poverty brings several things with it that increase th e infant’s risk to physical, emotional, and cognitive harm. The infants and children raised in poverty are less likely to receive basic medical treatment. Untreated illnesses can have lifelong effect on a child. Poverty is a generational issue and often times the mothers has not been taught basic play and interaction skills with their newborn from their mother. It is rare that one moves beyond their scope of life experience. Poverty is oneRead MoreDysfunctional Family Essay1595 Words   |  7 Pagesdescription is a family that has a destructive and harmful parenting with a lack of concern for the childs well being. Dysfunctional families will leave a harmful lifelong psychological impacts on a child. This varies from case to case, with some situations leaving a child of a dysfunctional family with physical and emotional abuse and trauma. There are cases of dysfunctional families that are helped, mostly through counselling and other programs. While in other cases dysfunctio nal families can not beRead MoreEssay about The Growing Problem of Child Homelessness in America1957 Words   |  8 Pagescircumstances one could imagine, causing great difficulties to one more than one could imagine. People usually become homeless as results from a combined of different effects from of extreme poverty, the lack, and limited affordable housing and the decline of government supports, lack of employment opportunities, poor healthcare, and limited health services for mental illness, domestic violence, foreclosures, and evictions (Wikipedia, 2009, p. 6). These are just some of the major reasons that cause people