Summary

Our workforce in America is no longer based upon individual cities, states, or even the country. It is fair to say that every “American” company is experiencing globalization in one way or another. From the resources and tools they might use, to the people they may hire; in today’s world, diversity is a prevalent entity throughout the workforce. In order to recognize the importance of diversity within the media, in their book, “Diversity in U.S. Mass Media,” Catherine Luther, Carolyn Lepre, and Naeemah Clark state: “With globalization and the advancement of communication technology, more individuals have the opportunity to encounter individuals from other races or ethnic backgrounds either firsthand or through a mediated source such as the mass media.” This is a key part of media to point out because even though previous media generations may have been selective when it came to the races that were represented in their arsenal, due to our flattening world, it is important to recognize all of the differences in ethnicity and race that our world has to offer.

We have made progress in this country, we are on the right path, but then again if America wants to “keep up,” they really have no choice but to be accepting and complete when it comes to including the different races within media and advertising. The foods we eat, the toys we play with, the tools we use; globalization impacts all of these areas. In his book, “Globalization and Media,” Jack Lule suggests that globalization and media go hand in hand. To demonstrate how the two topics work with cohesively with one another, Lule indicates, “…a perfectly good definition of globalization is anytime anyone does anything anywhere across the borders. And a perfectly good definition of media is anything people use to communicate.” He then goes on to say that because people and human action are emphasized, these two work connectively.  Businesses recognize that Americans may be white, black, brown, or yellow, but there money is all green. 

Rhetorical Precis

In his book, “Globalization and Media,” Jack Lule suggests that globalization and media go hand in hand. To demonstrate how the two topics work with cohesively with one another, Lule indicates, “…a perfectly good definition of globalization is anytime anyone does anything anywhere across the borders. And a perfectly good definition of media is anything people use to communicate.” He then goes on to say that because people and human action are emphasized, these two work connectively.  The intended audience of this piece is anyone who is unaware of the topic of globalization and anyone who is interested in seeing how globalization and media go together.

http://books.google.com/books?hl=en&lr=&id=aDnEeac-p0EC&oi=fnd&pg=PT5&dq=globalization+and+media&ots=24aSK733ab&sig=JyzQuLoMq3XJMXc8LIlEzHquzJo#v=onepage&q=globalization%20and%20media&f=false

Rhetorical Precis

In their book, “Diversity in U.S. Mass Media,” Catherine Luther, Carolyn Lepre, and Naeemah Clark discuss the various diversities that make up mass media, but particularly focus in on ethnicity within media representations. The main emphasis that this book is attempting to portray is the fact that there are many consistencies in media demonstrations of minority groups in the United States. In order to exemplify the fact that diversity in media is consistent and real, the authors state: "With globalization and the advancement of communication technology, more individuals have the opportunity to encounter individuals from other races or ethnic backgrounds either firsthand or through a mediated source such as the mass media.” This is a key part of media to point out because even though previous media generations may have been selective when it came to the races that were represented in their arsenal, due to our flattening world, it is important to recognize all of the differences in ethnicity and race that our world has to offer.

http://books.google.com/books?hl=en&lr=&id=FSmtEP2qmKgC&oi=fnd&pg=PT14&dq=diversity+in+u.s.+mass+media+luther&ots=UmNNCvSvVM&sig=icMALU0_H4RnSQY54SOLo8eiNWo#v=onepage&q=diversity%20in%20u.s.%20mass%20media%20luther&f=false

Rhetorical Precis

In her article, “Code-breaking/code-making: A New Language approach in advertising,” Maria Jose Garcia Vizcaino dives deeper into the meaning of multilingual language based advertising techniques. In order to identify the purpose of how and why advertisers use this technique she gives examples of different companies that have used this strategy before. She also reflects on the purpose of using multiple languages within ads; when discussing this topic, Vizcaino states: “…identifying the types of analytical units where the foreign languages are inserted will help us to examine how and to what extent foreign languages are integrated into the structure of the matrix language of the ads and also to determine if the use of foreign languages serves a visual function rather than a content or meaning-based purpose.” What this means is that the language aspect of an advertisement is not necessarily promoting different cultures to be all-encompassing, but rather to be used as a marketing method that causes consumers to better remember or relate to a product.

http://ac.els-cdn.com/S0378216610003322/1-s2.0-S0378216610003322-main.pdf?_tid=b282390cca541cc6e31f2466e3ff0bf6&acdnat=1334333565_791698254ce40caef6b90203f1ce4cf5

Summary

If you compare media advertising, whether television or print, versus earlier generations, there is a tremendous amount of adversity now in today’s advertising world that essentially attempts to incorporate all races and minorities. By comparing today’s media and advertising with previous generations, it is evident that there have been significant changes to not only who marketers are targeting, but also who the media is attempting to focus on, perhaps even attempting to expand their cultural horizons. Take for example the television show for kids, Dora the Explorer; Dora is a popular icon to children in today’s generation and the kids who watch this show are exposed to an entirely new culture that previous generation did not even have the option of exploring. With that said, we have made progress in this country, and we are on the right path. Where previous generations were only capable of watching television sitcoms based off of white families and advertisements targeting white consumers, we are now seeing a plethora of diversity through advertising as well as the media. Where the media may have been a more difficult area to diversify in this country, advertising was less of an issue to pertain to the different cultures.

Businesses recognize that Americans may be white, black, brown, or yellow, but their money is all green. In her article, “The Impact of Market Segmentation on African American Frequency, Centraility, and Status in Television Advertising,” Karie Hollerbach addresses the fact that African Americans were the first racial minority group to be targeted by businesses through television marketing. In her article, Hollerbach recognizes the fact that advertising is system that is constantly flowing and adapting to target their audiences. She discusses the importance of the socioeconomic level of the target audience states: “…as the consumer power of African Americans was recognized by the marketing industry, African American advertising depictions increased…” This goes to show that marketers are not “racist,” they are simply after money and will do whatever it takes to get the consumer’s dollar in their pocket.

Rhetorical Precis

In her article, “Soap, Sex, and Cigarettes: A Cultural History of American Advertising,” Juliann Sivulka recognizes that advertising is a major business, particularly in the United States. In her article, she shows the cultural trends of advertising and how there have been major changes that have occurred over the years. In order to get her point across, she shows the history and evolvement of advertising over the years. Because “Soap, Sex, and Cigarettes” is an informative book dealing with advertising it is targeting students who are interested in the marketing world as well as people who are currently in the marketing side of the work force.

http://books.google.com/books?hl=en&lr=&id=JxEYoXo8YB0C&oi=fnd&pg=PR4&dq=soap+sex+and+cigarettes+first&ots=46Cc5ZGyyE&sig=B5-aU4eGv7QYdJHbkCYFPKcvbGo#v=onepage&q=soap%20sex%20and%20cigarettes%20first&f=false

Rhetorical Precis

In her article, “The Impact of Market Segmentation on African American Frequency, Centraility, and Status in Television Advertising,” Karie Hollerbach addresses the fact that African Americans were the first racial minority group to be targeted by businesses through television marketing. In her article, Hollerbach recognizes the fact that advertising is system that is constantly flowing and adapting to target their audiences. She discusses the importance of the socioeconomic level of the target audience states: “…as the consumer power of African Americans was recognized by the marketing industry, African American advertising depictions increased…” This goes to show that marketers are not “racist,” they are simply after money and will do whatever it takes to get the consumer’s dollar in their pocket.

http://www.tandfonline.com/doi/full/10.1080/08838150903324014