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Business and Society

Business and the Media. Chapter 19. Business and Society. POST, LAWRENCE, WEBER. Figure 19-1. Crisis management model. Proactive Reactive. Phase 2: Crisis. Isolate, contain the crisis. Simulate, disrupt, prepare for as much as possible. Phase 3: Repair.

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Business and Society

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  1. Business and the Media Chapter 19 Business and Society POST, LAWRENCE, WEBER

  2. Figure 19-1 Crisis management model Proactive Reactive Phase 2: Crisis Isolate, contain the crisis Simulate, disrupt, prepare for as much as possible Phase 3: Repair Phase 1: Detection Broaden detection, redesign the organization’s systems Return to normalcy Phase 4: Assessment

  3. Exhibit 19-A Gender bias in the media • A Canadian media watchdog organization, Child & Family • Canada, looked at how men were portrayed in video games, a • $15 billion-a-year industry. They found that video games • “promote male dominator, racist behavior as glamorous and • erotic, the only possible response and the essential requirement • for winning.” • In a study on gender portrayal on TV, commercial television • suggested that women in this society were almost always • young, white, large-breasted, and preoccupied with appearance. • Women were seen to be dependent upon men for approval and • protection. Men were rarely seen as vulnerable, were usually in • control, and were the “voice of authority”. • The same trends were found with the portrayal of children as • well. Source: Meg Hogarth, “We Are What We Watch: Challenging Sexism and Violence in the Media,” Child & Family Canada, www.cfc-efc.ca/docs.

  4. Exhibit 19-B Did the Republican Party use a subliminal ad in the 2000 campaign? • Democratic presidential campaign leaders claimed that a Republican National • Party ad had flashed the word “rats” across the screen when showing the • Vice President’s face. • Subliminal advertisements are an advertising ploy that directs a message to • our subconscious rather than conscious mind. • In 1974, the Federal Communications Commission thought the use of • subliminal ads was “contrary to the public interest.” • 62 percent of the people in a survey conducted by the Journal of Advertising • Research believed that advertisers were using subliminal ads. Source: Kathy Chen and Glenn Simpson, “GOP Commercial Resurrects Debate on Subliminal Ads,” Wall Street Journal, September 3, 2000, p. B10

  5. Exhibit 19-C Calvin Klein’s “pornographic” ads • In the summer of 1995, Calvin Klein launched a new ad campaign that • featured adolescent-looking models in a variety of provocative poses on • a number of print advertisements. • The ad campaign generated a storm of protests, with some calling it • child pornography. • After threatened boycotts by the American Family Association and the • refusal of some magazines to carry the ads, Klein voluntarily • withdrew the ads. • Klein refused to apologize and claimed that the ads were a tribute to the • “spirit, independence, and inner worth of today’s young people.” • Following the campaign, Klein’s sales to young people rose dramatically. • The Justice Department determined that Klein hadn’t used under-age models. Source: “Calvin Klein Finds Family Values,” The Boston Globe, February 28, 1997; “Calvin Klein Ads Cleared,” Washington Post, November 16, 1995; and, “Where Calvin Crossed the Line,” Time, September 1, 1995.

  6. Media’s Ethical and Social Responsibilities • Image issue • How does the media portray various groups in society? • Minorities are underrepresented on television and segregated • in types of content. • Some executives have become more sensitive to this issue. • Values issue • Focuses on the power of the media to shape social attitudes and values. • The FTC released a report in 2000 that criticized the film, recording and • video game industries for marketing violence. • Media violence has a harmful effect on the behavior of children, • teens, and adults who viewed such programming.

  7. Media’s Ethical and Social Responsibilities (continued) • Fairness and balance issue • Probusiness organizations claim that media coverage of business activities • has been unfair to business. • Fairness Doctrine required broadcasters to cover both sides of an issue, • but was repealed in 1987. • Pinnacle Worldwide advised businesses to seek out or generate opportunities • to communicate their values and principles through the news media. • Free speech issue • Deals with how to find a balance between the media’s constitutional right to • free expression and business’s desire to be fairly and accurately depicted in • media presentations. • The media must balance their right with a caution not to harm others.

  8. How businesses influence their public image • Public Relations Society of America • Organization committed to the “fundamental values of individual dignity • and free exercise of human rights.” • Public relations and public affairs • Businesses employ the strategy of designing and managing an effective public • relations and public affairs program. • Crisis management • The process companies use to respond to unexpected and high consequential shocks. • Media training of employees • Prepare executives and employees who are likely to have contact with the media by • establishing and developing a solid media relations program.

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