Week 12: "New Media ethics" Tutorial

 Week 10 Tutorial

Through the past few decades the globe has seen the rapid rise and transformation from traditional media into new media in which practically everyone can be seen online nowadays. It encompasses digital, computerized and networked information and communication often being in digital form. This however has raised concern over the ethical concerns on the use of new media by organizations online. Social media basically involves networking sites, video-sharing sites, wikis, blogs and also web 2.0 concepts and examples of these today are websites such as Facebook, Twitter, Blogs, Wordpress and so on.  According to Mahmoud and Ward (2009) ethics and social responsibility are key fundamentals to the effective performance of new media and should go hand in hand with freedom of the new media and also social networking sites in use. Therefore, ethics in any organizations remains vital and should never be ignored because of the potential side effects it will bring. 

An example of unethical behavior on new media is by an organization called Creative Assembly. Creative Assembly or CA is a video game maker organization which is responsible in making the Total war franchise of games. In its unethical move on the new media, it is shown through their publicity and promotion of their game Rome Total war II on their social media platform particularly facebook. Prior to the launch of the product much promotion was done to promote the game product as the best strategy game of the year with big leaps in advancements in many areas of the product. All these seemed ethical initially with the hyped up promotion but all these promotion became evidently unethical when the product was launched. Many complaints and protests were launched by netizens against the organizations for not deliverying what the organization promised through their new media platform. There were countless crashes of the games, system failures, things that were not operating as they should be and aspects which rendered many buyers of the product frustrated. The unethical move here is viewed by the false promises and hope the organization used initially to gain publicity and to market the product which eventually turn out to be a disappointment. Credibility and trust is a factor here in actually walking the talk. CA should not have acted unethically in its new media platform and made many false promises to fans and people which eventually cost the organization as they were heavily criticize by people and lost many of its fan base supporters. Even though they have done subsequent repairs and patches to the game however the beginning tarnish image of the organization and its unethical behavior still remains.

Tutorial 10 NEW MEDIA PLAN

Tutorial 9: B2B VS B2C

Tutorial 5 for BHPR 2014: Public Relations & New Media (Ms. Sabrina Wong)

Going Viral

The video in which i have chosen to discuss about is the KangKung remix video which went viral upon being uploaded on youtube almost a month ago. Since then, this video has went viral with practically every Malaysian's knowing and talking about it in markets, colleges, malls homes and so on. Here we wil be discussing on four sub topics, the background of the video, background surrounding the issue, why it went viral and last the impacts it has on society.

Background of Video

The video was published on January13 2014 on youtube by a user called Yuri Wong Music. Since then, the video has went viral with it seeing shares on other social platforms such as facebook. To date, it currently has achieved 1,002,228 views and 11,244 likes on the video. The statistics itself proves its success as not many Malaysian made videos has ever managed to obtain statistics like this. With this, this video easily ranks as one of the highest viewed Malaysian made video in local standards. The entire video is mainly a music video with music compilation mash ups of our Prime Minister speech about the drop of 'Kangkung' water spinach prices and how the government has not been praised for this effort. From this, the maker of the video auto tune the speech and compiled it with short clips of the preparation and cooking of the dish. This turned out into a short 1 minute music video and is entitled Kangkung Remix. 

Background of the Issue

The issue surrounding this whole video and what kick started it really was the series of price hikes announced by the government last year which included items such as petrol, cigarettes, sugar, public transport, toll prices and others. This increases of various items essential to the peoples daily lives and needs undoubtedly angered many sectors of the government claiming these hikes are unnecessary and due to the mishandling of funds of the government. Even before the video was published the mood of locals was already set ready to propel it to become viral. This Kangkung issue escalated when Najib made a statement saying it is unfair to the government when prices are increased and they are to be blamed but when prices like Kangkung goes down no one praises the government. This statement drew flak from netizens all over Malaysia claiming the Prime Minister was out of touch of with the people and is living in his own lavish world.

Why it became viral

The first factor which contributed to it being viral is the fact that many Malaysian's were already unplease and unhappy with the government especially with the price hike. As mentioned above, the mood of the people was already set and when a video was publish poking fun at the Prime Minister and the price hike people naturally grew attracted and interested with it. People talking, sharing, viewing and liking of the videos are but ways people express their disastisfaction with the issue and the Man behind the issue.

The second factor is due to the use of satire which is the use of humor, irony, exaggeration, or ridicule to expose and criticize people's stupidity or vices. Because the video was poking fun out of the kangkung issue, people found it ironic yet also very amusing and funny at the same time. It wasn't a overly serious or dramatic video but something light hearted and hilarious design to expose the humor out of the issue.

The third factor is because when the video was published it was timely to the price hike issue. If the video were to have been released later it may have not have the amount of impact it had because it was no longer timely and the issue no longer in the discussion and minds of people. Hence, the time in which it was uploaded was perfect to propel it to become viral.

Impact on society

The first notable impact is that it had propel the once humble and barely talked about vegetable into stardom with nowadays it being common whenever people discuss about price hikes or so on, Kangkung will always be uttered at least once. Its funny to think that before the video arose this vegetable was barely even talked about only limited to the dinner table and restaurants but now so common place even when it comes to politics. Moreover, it was even featured in a BBC report which clearly shows how much of a star the the vegetable has become.

Secondly, it has changed the way people viewed the vegetable. Whenever a person were to see a Kangkung vegetable, the first thing he or she would straight think about is the kangkung issue and the video. For now, kangkung is not only just a vegetable we consume, but represents a much bigger picture and issue we're facing in Malaysia today.

The last impact is basically on the politics of our country. It can't be said that the kangkung video is solely the factor to this impact but it contributed to it. This kangkung issue has bloated out into the political issue of our country. Example not too long ago PKR Machang Bubuk assemblyman Lee Khai Loon held a flash mob ridiculing Najib and feeding him none other than kangkung itself. No one would have really expected a humble vegetable coming into the political arena of our country.

To sum it up, here in the bottom is the video that went viral.

Tutorial 3 for BHPR 2014: Public Relations & New Media (Ms. Sabrina Wong)

Connecting to Audiences via Mobile Apps

            In today’s tech savvy world, it is undeniable that mobile devices or portable computing devices in the form of smartphones and tablets have taken the world by storm. Everyone today can be seen to be holding and using a form of mobile device which opens new possibilities and opportunities to how organizations or companies are able to reach their audience. The current way or trend to reach people through mobile devices are via mobile apps which are application software design to run on smartphones, tablets computers and other mobile devices like blackberry. These mobile apps are available via many distribution platforms such as Apple’s App Store, Google Play and others. With mobile apps it enables organizations and corporations to reach and connect to audiences easily and effectively which often only requires a click or swipe on the screen. 

            An example of a successful real-life mobile app is Groupon an online shopping and deal-of-the-day website that features discounted gift certificates usable at around 150 countries around the world. It allows users to purchase discounted deals at various prices on things such as dining, hotels, travel, goods and many more. Groupon was launched in 2008 and first started off in Chicago, America. 

On the 1^st of January 2013 a Groupon mobile app was created as a way to further connect and reach out to audiences. Since then it has seen 50 million download of the app making it a success in connecting to millions of audiences each presenting its own set of demographics across over 150 countries. It functions firstly by having users of mobile devices download the app and after download users are presented with four categories of items being featured, shopping, travel and reserve. Users are then allowed to browse through the endless list at their own will but when purchase are to be made a Groupon or Facebook account are required for purchase. 

The success of Groupon mobile app may be due to a couple of factors. Firstly is due to its convenience as it allows users to purchase conveniently without the hassle of needing an actual desktop or going to a store for any purchase. With mobile devices Groupon allows purchase right from the mobile device making it accessible to every user’s be it any promotion, news or discounts. Secondly, it may be due to the variety factor as Groupon’s mobile app offers the same amount of variety of purchases as the original website but in a more accessible form. On the mobile app all sorts of purchases are presented from food, to travel, goods and lots more no different from the website platform. The third factor to its success is probably due to the general layout and design of the mobile app. In my opinion the mobile app is presented to users in a simple yet neat fashion which allows us users to look through the various categories and items easily without much complexity or difficulty. Thus, it is because of this simplicity and likable design it automatically connects to audience and encourages them to purchase the products. 

Through Groupons mobile app, according to a report by CEO Eric’s Lefkofsky on 12^th August 2013 which announced that almost 50% of the company revenue is now coming form purchases from mobile phones. Plus in a report by June Nielsen survey found them to be the third most popular shopping apps, behind eBay Mobile and Amazon Mobile apps. 

To conclude, this shows how powerful mobile app could be in connecting to audiences and the potential benefits that will bring from having an effective mobile app installed. That is why, in order for any organizations to be successful in the realm of the new media it should engage in the world of mobile app for its countless untapped fortunes it may bring just like how mobile app has benefited Groupon. Furthermore, this also clearly shows us students that the area of mobile app is something we should pay close attention to in our studies as it cannot be denied we need to use it in our careers in the near future.

Tutorial 2 for BHPR 2014: Public Relations & New Media (Ms. Sabrina Wong)

Do we hire for "Free" Media?" in a new media form

In today's world, it is almost undeniable that the new media which involves any contents generated in the internet is so prevalent in our daily lives in every aspect. However, with the new media there are two types which are paid media and free media. Paid media refers to contents on the net which must be paid examples are particularly related to advertisements, marketing or the publicity of a product in the internet in the form of banner ads, pop-ups, video advertisements and so on which must be paid. Free media on the other hand many times refers to sites in which are free of charge for users to use and a great example of free media are social link websites such as Facebook, Youtube, Twitter or personal blogsites. In Malaysia, almost 90% of our population are on Facebook which is a social media website on the internet and we are some of the most active users in the world. Now, the question do we hire for Free Media refers to whether there is a need to hire a specific and specialize personnel to handle all affairs of the free media in an organization.

In my personal opinion, yes we do hire new media personnel today and is a practicing trend by many organizations nowadays. Moreover, it is a must for organizations to have a new media personnel. 

The first reason to my opinion is because it is undeniable that the new media is constantly changing and adapting itself daily with bits of pieces of new changes here and there. The media of today may be totally different from the new media of yesterday. Due to this constantly evolving new media it is vital for an organization to hire a new media officer to keep track of all these changes and to understand the effective measures to meet the organizations desires. By having a specific personnel to keep track of all these changes, it allows an organization to be up to date to any trends or happenings rather than being left out therefore being ineffective any longer. Example about last year a major world trend was the gangnam phenomena which was greatly discussed and circulated in the free media. From this many organizations used this phenomena and created their own versions of the gangnam style and used this as a sort of advertsement or publicity for the organization to great success. This understanding of trend may come from new media personnel. 

The second reason is the knowledge a new media executive may have which will be beneficial to an organization. Today, there are many studies relating to the new media students must undergo in their education which equips potential new media officer with the knowledge and understanding to how the new media works nowadays. Example, the study we are taking now which is PR and New Media is a subject which allows students to have a greater understanding to the world of new media and how as PR practitioners we may use it effectively.  Being equip with these knowledge sets new media personnel apart from other personnel in an organization. 

The third reason is that by having a new media personnel it allows a specific person to be in charge of all the free media aspects. It is advantageous as by having a specific new media personnel it allows specific focus and attention paid in any pressing issues relating to the new media or free media rather by having example another public relations practitioners to handle this alongside other issues. The new media particularly free media needs a specific person in charge for example with social link sites like facebook it allows immediate and prompt feedback from users. Therefore, it is vital for an organization to have a personnel in replying these feedbacks to foster greater relationship with the public and also to prevent any problems to arise from these. 

To summarize, the hiring of a new media personnel is vital for any organization seeking to effectively tap into the world of new media. With today's free media where contents can be generated by anyone anytime, it also arises many problems and without a specific personnel to monitor all these, may prove potentially harmful to an organization.

Giving Thanks! =)

Hey guys! Well, it's the year 2014 already and  boy it really feels as if time has passed by so quickly again. Sooooo, since its the start of the new year, i have a couple of things to give thanks about =) (p.s and also to the opportunity to update my blog before i get #BURRIED in all my assignments SOON).

1. Being the Class Rep

Just about 1 week ago, i was promoted by my class to become their Class Representative. Though having this title may seem nice la, but for us students it definitely AIN'T because everyone viewes being class Rep as a troublesome and burdensome task, and honestly i thought of that at first too. Though  yes, being class rep now i have more responsibility and tasks to do, like being responsible for updates for my class and also the notes (which sometimes can be sooo Heavy), but you know i am Thankful i'm given this opportunity to learn =) You know, i've always wanted to be at least be someone during my degree studies and not just be just another person among the crowd. So i guess, this gives me the chance to not only be someone at least, but also to learn and apply all the lessons i've learn in the past. And honestly, i am grateful i've been applying all that i've learn i Johor Branch here, and without this opportunity i wouldn't have been able to done so too =) Plus! I get to meet and communicate with more people now, which is also something to be thankful about =)

2. Church

Ever since i've came up to KL, an issue i've always been thinking about is which church to root in. I have visited a couple of churches here and there, but none since then which i felt i had the conviction to root in till recently. I guess before this, my search for a church has been somewhat wrong. Before instead of looking for a place i could grow in, i focused too much on the people(friends) or place(building). But i am thankful, as slowly i went to church more often, which is Acts church, slowly week by week my conviction grew stronger and stronger, to root in Acts not because of the friends which initially i didn't know anyone except my own classmates, but because of the worship and word which attracts me most about. And now, i am just so thankful i'm place in Acts, a truly wonderful church which i am grateful to be in =)

3. Bringing friends to church

And just when i decided to root in Acts, i am just soooOOOO thankful i was able to bring two my friends from Johor Branch Jonathan & HongChin to acts and they're even willing to root in Acts too! =) You know before this semester started i've always had this conviction to bring them to church because they were from the same CF society with me back in Johor branch and i just felt convicted that though we are in KL now i just couldn't leave them on their own here. And you know God works in such wonderful ways and just the other day i spontaneously met Jonathan and just simply invited him to church and since then i am so grateful to have him with me in church everyday since then together with HongChin. Even Sasii another friend of mine has been visiting church together with us too.
You know truly God knows and understands the desires of our hearts, and he'll never cease to Amaze how He can work to make those desires to be fulfilled. Thank & grateful indefinitely about having them with me in Acts now =)

4.  Shoes!

So thankful to have bought a pair of new shoes today. Been searching endlessly for a nice pair and finally got this today!Moreover theres a promo of 20% which wasn't there last week. Blessing in disguise!

My old worn out shoes, in serving for nearly 3 years now

, you have served me well =)

New shoes! =) So gonna love this shoe

Well, these are just a few things to be thankful about =)
It's definitely gonna be a busy Semester for week, Hope i can cope.
Take care everyone! =)

Tutorial 1 for BHPR 2014: Public Relations & New Media (Ms. Sabrina Wong)

New Media Public Relations VS Marketing & Advertisement

Definition & Understanding of New Media

New media refers to on-demand access to information anytime or anywhere, on any digital  related devices, which involves interactive user feedback, and creative participation. Another aspect of new media is the real-time generation of news and information may be created on the spot and it is possible for it to be read by millions of readers around the globe. Moreover, it also involves the concept of unregulated content in which contents which surface in the new media do not have a gatekeeper to determine which information is truth and false thus meaning news are unregulated which could potentially be dangerous. New media today is greatly engaged and used by organizations and companies around the world due to its great potential. Specifically, the Public Relations departments and as well the Marketing & Advertisements department have tapped into the use of the new media due to the fact both professions focuses heavily on the promotion and publicity be it products, image or an organization. Here, we will be contrasting the difference between Public Relations and Marketing & Advertisement in the new media in two distinctive points which are concept and functions with its implementation in place.

Difference in Concepts

The concept of Public relations relates to the management of of relationship between an organization and its publics and how its image and reputation are maintained or improved. When it comes to the new media, it is how the new media is used for example social media websites like facebook are used to maintain and create greater relationship with the organizations public through allowing facebook users to give their feedback regarding any topics as the organizations deems to be discussed. 

On the other hand, the concept of Marketing & Advertising involves the deliberate planning and execution of plans relating to the promotion and advertisement of a product to obtain an organizations business goals or expectations. Marketing & Advertisment may also not only relate itself solely to business but also to other purposes such as Public Service Announcements(PSA) which purpose is for social development. In new media terms, it is how the electronic and digital sphere are employed to promote a particular object. For example, a recent trend we see is the use of youtube advertisements in which viewers are forced to watch companies advertisements. This a way it promotes its products to its publics. 

Difference in Functions

Public relations functions in building and maintaining relationships and this is achieved through effective two way communication between an organization and its public. With the new media today, it allows this source of communication to be done in immediate and prompt fashion which does not require much wastage of time carrying the information between both senders. With just a click of a house or press of a keyboard button, a particular message may be sent in just a matter or seconds example being an email. Thus, we see almost every organization or companies today at least have a social media account from twitter to facebook, to google+ or even friendster. The reason to this is because it allows communication ot occur very simply and easily. Example, Petronas a oil and gas company based in Malaysia has a facebook account which about half a million likes. It is active in updates and also the generation of news which also allows users to give their feedback and comments. This therefore allows the building of a more personal and intermediate relationship with the public especially the younger generations today. 

Marketing & Advertisement on the other hand is more focus in how it promotes and create publicity regarding its products. New media is a great asset to this profession because news or information regarding a product may be generated and publicize immediately plus with low cost involve compared to traditional media such as advertisements which may cost thousands of dollars to have a advertisement put up. We will use social media as an example for Marketing & Advertisement to show the difference between the two professions. For example,Milo a hot chocolate drink company uses social media intensively and a way in which they market their products is with the use of various posts involving catchy words, illustration or words to be shared in facebook. By doing so, it generates promotion or advertisement for its products as every user subscribe to its facebook page views the promotion and whenever it is liked, commented or re-shared more people will be exposed to it. Therefore, this is how facebook is used by companies for marketing and advertisement.

In a nutshell, this is a brief personal opinion of the contrast of the two professions use of the new media which are namely in concepts and functions for my study purposes.