Media Ethics (Philosophy) Essay Example | Topics and Well Written Essays - 1250 words

Media Ethics (Philosophy) - Essay Example And with this haunting one’s mind, there is basically nowhere to better start looking for the answer but in the very institution that is created for these dynamic exchanges – media. Recognizing the vast influence and the major role that mass media plays in he lives of people, Noam Chomsky’s definition of mass media strikes at the very heart of what it is all about. He claims that â€Å"the mass media serve as the system for communicating messages and symbols to the general populace. It is their function to amuse, entertain, and inform, and to inculcate individuals with the values, beliefs and codes of behavior that will integrate them into the institutional structures of the larger society.†1 If the very nature of mass media is what Chomsky describes it to be, it is but fitting for us to reevaluate the value of mass media, as we now know it. Edward S. Herman and Noam Chomsky in their book Manufacturing Consent: The Political Economy of the Mass Media claim that mass media is never really objective and fair in its account of what is happening around us, around the world. Rather, mass media since the start of the late modern period and made more significant after the end of World War II has been an institution that caters to the demands and whims of the capitalists owners and major stock holders in the field. Thus, tainting the noble start of media – to inform people. Chomsky is in fact claiming that media is in effect a tool that is being used for propaganda by the superstructure that dominates the society. And this is made possible because the â€Å"raw material of news must pass through successive filters, leaving only the cleansed residue fit to print. They fix the premises of discourse and interpretation, and the definition of what is newsworthy in the first place, and they explain the basis and operations of what amount to propaganda campaign.†2 And one of these filters is â€Å"anticommunism† as

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The case study will be send by file - Research Paper Example 121). Family centric segmentation strategy of the company reflects from their outdoor activities, media selection and opinion leader selection (Rogers, 1995, p. 293). Pricing strategy of Colgate suggests that the company is targeting customers belong to middle of socioeconomic ladder (Farley and Haaga, 2005, p. 368). The company has segmented their market as customers belong to mid income family and ethnically diversified area. The company has changed very little of Colgate Regular over the course of time (Berger, 2010, pp. 5-6). This offering is complemented by mint flavour, active fluoride. It has the category benefit of strengthening and protecting teeth. This is the top selling category for Colgate brand. This category is complemented by eight other sub brands. Colgate Total offers product benefits such as 12 hour protection from plaque, cavities, weak enamel, gingivitis, tartar and tender gums. Product portfolio of the brand is complemented by various other mutually different offerings such as Colgate 2in1 Toothpastes, Colgate Sparkling White Toothpaste, Colgate Sparkling Mint Zing, Colgate Sensitive Enamel, Colgate Sensitive Multi Protection and Colgate Pro Clinical. Colgate tries to offer thirty five items for every store. Important part of their retail strategy is that they try to place their product at front isles of store in order to catch the attention of customer. The company follows mixed pricing strategy complemented by both competitive and premium offering. They follow out and out competitive pricing in developing countries while in developed countries they adjust price in accordance with the market situation. Premium pricing is used for their upmarket offerings such as Colgate Pro Clinical, Colgate Sparkling Mint Zing and Colgate Sensitive Multi Protection (Berends, 2004, pp. 42-44). The company follows integrated marketing communication to promote their offering among customers (Belch, 2003, p. 198-200). They select media in