From M/Cyclopedia of New Media
Background
Born in 1984, Jamie Tang grew up in the small country of Singapore. She lived there for 18 years before heading to Brisbane to pursue her Mass Communications degree in Queensland University of Technology. She is currently in her second year, majoring in Advertising and Media Communication.
One of her more enjoyable work experiences include interning at MTV Asia in 2003 and assisting the press department at the 2004 MTV Asia Awards. Assigned to the Communications Department, she was delegated the task of writing press releases and compiling monthly media calculations.
She's highly interested in the advertising field and she hopes to see her ideas used for a real advertising campaign one day.
She can be contacted at this email address: hx.tang@student.qut.edu.au
Sub-topic Entries
Global Communication - Global Advertising in Networked Environments - Annotated Bibliography
Frith, K.T. and Mueller, B. (2003) 'Chapter 2 - The Globalization Scenario', in Frith, K.T. and Mueller, B. (ed.) Advertising and Societies: Global Issues, Vol. 14, New York: Peter Lang, pp. 14-27, ISBN 0820462071.
- The Globalization Scenario explores the characteristics of the global village which has been growing bigger over the last few decades. Globalization, along with the increasing rise of new communication technologies, has spurred the process of trading and dissemination of ideas at a rate faster than ever before. The chapter also explores how global advertising uses signs and symbols of locality to validate its origin of culture. While global advertising transcends borders to transmit values and influence behavior, it is also argued that such use of signs and symbols favour Western culture. This is the case as most multinational corporations and their advertising agencies are located in the West. With that, the recent convergence of global communications and trade has given way to a growing population who understands what it means to be a “global citizen�?. The chapter discusses the pros and cons of the globalization phenomena and how it sets the platform of opportunity and risks for new structures to join the bandwagon.
Hill, R.P. and Dhanda, K.K. (2002) 'Advertising, Technology, and the Digital Divide: A Global Perspective', in Taylor, C.R. (ed.) New Directions in International Advertising Research, UK: Elsevier Science, pp. 175-193, ISBN 0762309504.
- A new media paradigm has been created from the rise of technological innovations and convergence of Information and Communications Technology (ICTs) and it has affected the way advertising has been practiced. This paper focuses primarily on how this technological revolution has created the information superhighway and also its impact on advertising. In light of this technological revolution, the inability of lower socioeconomic groups to be part of this massive network is also discussed and how it leads to the widening of the digital divide, across and in nations. It also considers the outcomes of the technological revolution and how it allows consumers to access information like never before but at the same time, causing a fragmentation of media and markets. The further examination of the digital divide opens up to a consideration of the opportunities, risks and responsibilities advertisers face in utilizing the Internet as an advertising tool. The paper concludes with the implications which come along with this global advertising practice as well as the implications for implementing a global policy to bridge the digital divide.
Holmes, H.K. (2005) 'Chapter 5: Multilingual Advertising in a Pan-National Media Context', in Holmes, H.K. (ed.) Advertising as Multilingual Communication, New York: Palgrave Macmillan, pp. 142-169, ISBN 1403917256.
- Over the last few decades, globalizing processes have reorganized media and communication industries to bring about a new media paradigm. In this chapter, Holmes examines the functioning of multilingual advertising within this new paradigm. This change in the media style, in turn, propels globalization and the cycle repeats to render advertising messages to become more and more universally-understood. Holmes dives deeper into the discussion of the globalization of media and its increasing ability to communicate messages on a global scale despite linguistic and cultural challenges. Later in the chapter, she cites a case study on the linguistic issues faced by Eurosport, a European channel which is broadcasted globally. Holmes also goes into detail of how the media paradigm has paved a way for the channel to become an example of a global icon which cuts across cultural and linguistic barriers. Holmes explains how a message which is not ethno-centric can be communicated across borders through the utilization of global advertising.
Kassaye, W.W. (1997) 'Global Advertising and the World Wide Web', Business Horizons, vol.40, no.3, pp. 33-42.
- In this article, Kassaye highlights the potential of the Web as a cost-effective tool for global advertising. He puts forward the belief that advertisers invest in this medium as they recognize the benefits which the Web can offer now and in the future. However, Kassaye considers the possibility of the appeal of using the Web as an advertising tool as being too puffed up as some advertisers may expect too much from this source of communication technology. In addition, he poses questions such as: In what ways does the Web differ from traditional media? Is it suitable for companies as an advertising tool? And if it is to be used, how can it be integrated into a firm’s marketing strategy? Kassaye then seeks to answer these questions by examining how market size, accessibility, penetration level and noise all play important factors in the consideration of using the Web for advertising. At the same time, he also brings in the advantages of Web advertising and how these benefits allow economies of scale and convenience of sales management for the firm. The decision of using the Web is said to be based on creating an image for the advertisers and from their perspective, the outstanding benefit offered by the Web is the movement away from spatial and time constraints which are indeed more apparent in other traditional media. Kassaye concludes that the Web offers opportunities and access which allows advertisers to communicate on a global level at a level which traditional media cannot compete with.
Link, G.L. (1998) 'Global Advertising: An Update', The Journal of Consumer Marketing, Vol.5, no.2, pp. 69-74.
- In this article, Link states how the impacts of globalization are evident in every field of the world economy. The transnational movements of capital, advent of global communications technology, globalization of products and operations and merging of advertising firms all point back to Link’s statement. With money being moved internationally, global communications technology spurring transnational communications and advertising, corporations investing in the globalization of products and operations and advertising services trying to gain global capability, it can be said that the world is turning into Marshall Mcluhan’s envisioned idea of a global village. While Link discusses the advantages of global advertising, he also examines the resistance which global advertising faces and gives examples of how some global marketers have attempted to overcome them. While the globalization of these economic fields may prove to bring about lucrative and beneficial returns, there are still challenges faced by every marketer and he presents a discussion of that as well. Link closes the article by contending that global advertising can bring about benefits for consumers if the resistance of global advertising can be overcome.
Mooij, M.D. (1994) 'Chapter 8 - The Media Landscape Worldwide and Media Planning for Worldwide Advertising', in Mooij, M.D.(ed.) Advertising Worldwide: Concepts, Theories and Practice of International, Multinational and Global Advertising, 2nd edn, UK: Prentice Hall, pp. 262-346, ISBN 0132885980.
- This chapter explores the impact on the development of the media landscape and media planning brought about by the change in media technology over the last few decades. These changes in media technology run alongside the development of mass markets, homogeneity of brands and the increasing individuality of consumers’ lifestyles. It also examines the economic changes such as deregulation in countries, diversification and consolidation of businesses; all which have arose from this technological revolution. At the same time, the implications from these developments impacting on the media field worldwide are discussed as well. The advent of satellite TV and cable networks, growth of international media and increasing transnational businesses have resulted from globalization. However, it is emphasized that the media situation differs from country to country and while technological advances have opened opportunities for global advertising, the cultural, historically and economic developments of each country stand as challenges for the advertiser. This chapter then outlines the media situation in Central Europe, Asia and the Pacific region, as well as in Latin and Central America. With economies of scales involved with global advertising, media companies have merged together and their doing so have influenced media development. As advertising crosses borders with more ease and speed, media research which is essential for media planning and buying for worldwide advertising is explored. The issues and limitations of this international media research are discussed and the chapter concludes with the notion that as advertisers and media companies become more concentrated, media planning and buying will prove to be more challenging.
Roberts, J. (2000) 'Knowledge Systems and Global Advertising Services', Creativity and Innovation Management, vol.9, no.3, pp. 163-170.
- In this paper, Roberts defines and examines the notion of knowledge systems and the way they function and operate in relation to the creation, alteration and diffusion of new technologies. She also explores the contribution of global advertising services to the enhancement of these new technologies at a national and international level. The internationalization of advertising companies as knowledge intensive services is discussed and the economic opportunities which are brought about from the development of these companies are listed. New Information and Communication Technologies (ICTs) such as satellite, cable TV and the Internet have played key roles for these knowledge systems to achieve economies of scale on a global level. These knowledge intensive systems are no strangers to ICTs and Roberts explains how they utilize this new media to facilitate the creation and dissemination of their operations. In addition, the implications for advertising production, methodologies and organizational tactics are discussed as well. Roberts also examines how these knowledge based systems play an important part in contributing to economic growth as global advertising grows, rendering these knowledge systems to be part of an revolutionizing phenomena.
Zinfandel, J.N. (1980) 'Part 2: Introduction' in Zinfandel, J.N. (ed.) The Making of the Global Consumer: Transnational Advertising and the Mass Media in Latin America, pp. 143-148.
- As transnationalization of industry takes place, the infrastructure of advertising agencies and the mass media are also expanding and developing quickly. This chapter emphasizes that the global organization of these infrastructures should be at a pace which allows it to keep up with the needs of this industrial expansion. The spread of U.S media products and style through global advertising and how it is leading to a global media style is discussed and supported by examples set in Latin America. At the same time, an increase of transnational advertising in Latin America’s local media is also explored. As industry transnationalization takes place, the media becomes increasingly concentrated, heightening the pressure faced by media companies. The chapter also considers how the concentration of media houses has allowed advertisers to gain more control and access to global communications. While these changes may be seen as a product of globalization, it should also be understood as a precondition of the process of industry transnationalization.
Frith, K.T. and Mueller, B. (2003) 'Chapter 6 - Global Consumer Issues', in Frith, K.T. and Mueller, B. (ed.) Advertising and Societies: Global Issues, Vol. 14, New York: Peter Lang, pp. 105-117, ISBN 0820462071.
- As more and more multinational corporations operate their businesses on a transnational level, consumer groups have found ways to effect changes in their advertising and business practices. This chapter outlines the shift of power and rights from seller to consumer and the consumer issues which stem from these global advertising practices. As global advertising increases with a capitalist nature, consumerists recognize the importance of international advertising policies being implemented so their rights can be protected. This chapter also points to the discussion of global advertisers in developing countries and how these powerful corporations may threaten the local businesses out of the media. The consumer issues pertaining to the advertising of multinational corporations in developed countries are discussed as well. While major organizations have developed international advertising guidelines, there are challenges faced as these bodies lack the legislative authority of a sovereign government.
(1676 words)
Jamie Tang 02:23, 9 Aug 2005 (EST)Jamie Tang
