THE MEDIA MACHINERY

Paper showing how technological changes have affected the performance, Ownership and control of the Media. Specific reference shall be drawn from Journalism.

PART 1

Edited Version of Academic paper written in 2001.

Political and social philosophers have attributed a number of names to the media such include and not limited to, Gate keepers, Eyes and ears of society and Mirror of society. These attributions have been built around the notion that the media is the 4th estate of a state after, the Government (Judiciary, legislature, Executive) , The Army, Civil society (includes NGOs, interest groups and Police).

Technological advancements have affected in a number of ways the performance, ownership and control of the media. The performance of the media has shifted from the traditional method of News reporting, as the early media started. Technology has improved proximity, timeliness, diversity, quality and quantity of information. In Brief this paper will show how some of the changing trends have affected theoretical foundation of media products. The basic concepts of media products stemming from diversity, the basic foundation of News and Objectivity and its effects, Public space and its theoretical foundations, and the guiding principles of control and regulations that govern the media today. I will explore the assertion of an information age, which according to Denis McQuail "refers to a society in which there is a high dependence of individuals and institutions on information and communication in order to be able to function effectively in almost every sphere of activity"

To contextualize the case studies in this paper some of the following basics theories should be understood in defining the media sphere. Public interest;-, is important to evaluate and define parameters of public Interest.

According to International encyclopedia of the social sciences (Sills, 1968) says that the notion of public interest is elastic and relative and has no apriori content waiting to be revealed, it assumes the existence of a common interest, although specific manifestation cannot be agreed upon. In practice, there is no a priori way of distinguishing valid from invalid claim. Downs (1962:3),specifies three ways in which public interest in a democratic society can be useful as to maintain dialogue between government and its people, to curtail use of "common good" to serve individual interest and finally used as a guide to check actions of governments and its people. Classical economists furthered the debate by defining public goods from which telecommunication and transport facilities were defined as such. I will however stick to the basic arguments as put forward by (Held, 1970). 1. prepondence theory: which presupposes the sum of individual interests is held to be paramount, as such the will of the people rules, however one would be on the "losing Side" if contrary to the demands of the majority. 2. Common Interest theory presupposes all members share similar interest, as such agree on things like shared transportation network, water, governance, monetary systems etc and Public Space qualifies as such, the third and last is the unitary theory that assumes an absolute normative principle which is derived from a larger social order or theory. It is basically built on the foundation of governance type, ideology or doctrine to which all subscribe, in effect what is correct for one is for all, also popular in communists, socialists and totalitarian societies. Aquinas, Hegel, Marx, Plato, and Aristotle shared this ideology.

The discussion that follows is based on the current trends and some case studies that have developed in ownership and control of the media as a result of technological changes;

The war between Iraq and the coalition forces was followed worldwide due to high quality of News reporters at the scenes day in and day out. Technology improved the level of proximity between events and the public.

Due to the improved technological changes, it is important to note that journalists are able to create a series of News reports and events out of one story or event. A vivid example of a story about Amina Lawal ( Nigerian adulterous woman 2001, who was condemned to death by stoning), this story led to the cancelation of the World Beauty Pageant from being held in Nigeria.

This factor introduces yet another factor of Marshal McLuhan, who wrote in his book Understanding the media, 1964. "Media technology has killed time and space and converted the world into a small Village."

Technology has indeed killed time of event outbreak and news transfer by improving the timeliness within which News reaches the rest of the World. Television channels use news bars and split screen technique to show exact time changing trading partners in the stock markets, weather and News outbreaks. This would not be achieved without technological advancements. It is important to note that the news bar with running text on split screens combine the visual aspect of TV with the traditional narrative aspect of print media.

Traditional roles, functions and types of media for Journalism, information, education, surveillance, advertising, Public relations, entertainment for Print, Broadcasting and alternative media have advanced. Today the media has combined all the skills required of the above type of media practitioner into one. A vivid example is International media channels such as CNN, BBC TV/Radio. DWD, CNBC, Reuters, AP, RT, CCTV, Aljazeera, France 24,NTV Uganda, UBC, WBS etc. News is shown with a background of journalists on computers, moving up and down to signify the currency of the News, contrary to traditional broadcast news coverage of having a plain wall behind the News reader. Media agencies further tell News through pictures of the event being reported, and on spot reports at the point of occurrence, hence creating approximate proximity between the audience and the news occurrence. While this is going on flashes of adverts, Surveillance in Stock market, weather changes and breaking new events are running on a split screen.

Obviously newspapers and magazines are no longer the traditional "Print Media”. It was widely believed that radio and television are none permanent - as compared to print media (Newspapers, Magazines, etc.) because once they are transmitted; it is not possible to view them again. However, the invention and ease of recording gadgets has made the difference. It is now possible to record any television program at any time and watch it at one's convenience, similarly print medium considered being more permanent than the "ethereal” TV and radio service has improved, it is now possible to download and take hard copy and this again makes both into permanent medium. The biggest change however has come through the marriage of different technologies. A case study of developments in media permanence will be discussed in the 2012 updates.

The greatest contribution has come from the computer, through which the communication process is complete (ie. Encode/Decode/Feedback: Communicators – Channel – Transmitter – Receivers – Feedback). Therefore huge systems of communications such as sound bites or pictures, are communicated by a sender through gadgets such as microphones, Sound equipment, phones and recorded through gadget such as cameras, sound recorders videos later transmitted through micro waves, Internet, Print, Radio waves, fibreoptics and satellite transmission to a Receiver, who in turn receives information and goes through the same process to send feedback. This process has largely been facilitated by computer innovations that act as a meeting point for these technologies to function effectively hence one stream of information. A day is probably not far when television will become obsolete because most of its functions would have been taken over by the computer technology through internet.

Media diversity has equally advanced, Environment, religious, Sports, Film, Music and many other interest channels are on the increase. Self-censorship is now possible and the concept of choice realized. The devices used are able to censor the material on especially Television, but also one has the choice of switching stations. The public is left the moral obligation of choosing what is fit for their consumption. One could switch by a click of a button to either watch a sports, religious, news, movie or Music channel etc. The field of media censorship and initiatives currently in place remains a big sphere of study beyond scope of this paper.

The globe has indeed become a small village due to technological advancements, as predicted by Marshall McLuhan due to the birth of internet, which combines all the traditional media in one. Television and radio channels now run their well updated and rich in content websites on internet making access and permanence easy. One can search the archives for some of the well updated websites and access content published 1- 3- 10 years ago. Music, film and any other media content is easily downloadable.

The Internet is an interactive new type of media; many people can communicate to a number of people at the same time compared to the old media, where one person only communicated to many. The interactiveness of Internet has given it an edge over the rest of media, such developments as Skype, email services, photo transfer services, facebook, youtube, twitter, Yahoo messenger, Google + can now enable one to communicate by phone, or through a web camera to another person using the same service in any part of the world.

Media ownership has advanced due to technological developments that have seen the growth of conglomerates and the rise of media moguls such as Rupert Murdock owner of News Corp, Ted Turner, largest shareholder of Warner group of companies.

Media conglomerates have redefined the roles and responsibilities of media and journalists at large. mergers (2001) between big conglomerates like Internet leader American online (AOL)and Time Warner that is worth over $360 billion. Controlling the content of such media organization has become practically impossible to governments. The two companies merged with AOL contributing $200 while Time warner Contributing $160. Time warner owns, HBO, Warner brother, parent company of CNN, Time and Fortune Magazine.

The music and movie industry is facing a fall in revenues due to the uncontrollable "Internet monster". Napster one of the internet music providers was closed down after a heavy court case. However that was just a tip of the ice berg, today there are over a million internet music and film providers that offer free downloadable material therefore the industry is bound to see further falls in revenue unless changes are made.

Controlling piracy in countries where the law is flexible on internet is a bigger problem. If Napster started another music provider in Uganda, where the law is flexible it would continue without control unless certain global regulations of Internet are developed. The widening range of market needs will see new developments such as the "teletext television" (Combines internet and Television)

At the local level ownership of media is motivated by profit therefore packaging of information is directed towards attraction of large audience. Therefore what attracts small audiences is least considered, as such a number of important programs slip through the cracks. In Uganda today, television station are casting a barrage' of South American soaps, Riviera, Passion etc because they are crowd pullers.

The argument of having the public as a commodity the media sales to advertisers, has influenced media direction internationally. It is imperative to note that without advertisers the media does not function adequately, God forbid Ngoma Newspaper by Buganda Kingdom could not survive in the market. However the question of control at the end of the day has been left to individual journalists serving business oriented media houses, It is up to individual journalist to cover human interest stories.

The upgrading of technology which is driven by market demand is leading to further development of the media industry, the other questions raising out of this is who is liable to practice in this dynamic sphere and what type of training is expected for media practitioners .


PART II

UPDATE OF MEDIA DEVELOPMENT 2O01 TO 2012

Extract written to follow up on the academic assertion made about the Media in 2001
Social Media

The rise of social media Twitter, MySpace, dude, YouTube, badoo, Wordpress,Facebook, Wikipedia, Google+, etc.


• Wikipedia Launched on 15 January 2001 by Jimmy Wales and Larry Sanger current in 283 languages

• Facebook launched in February 2004

• Google Earth released as Google Earth in 2005

• Twitter Launched in 2006, created by Jack Dorsey

• Alibaba group Launched Taoboa online shopping in 2003

• Youtube formed February 2005

• Badoo Launched November 2006

• Megaupload Launched 2005

• Word Press May 27, 2003

• Bingi launched June 2009

• Google+ Launched June 28,2011

• Dudu.com

2001 - to date has seen the growth of a number of social media platforms sprouting all over the continent. Many of these platforms started out as nonprofit institutions but have later on adapted to profit making due to high public subscription. Some of these products include, You tube, Twitter, Facebook, twitter,Wikipedia, WordPress Blogs, search engines, Google that has been in service for over 12 years has developed many other products such as Google +, Google earth that can enable you access information, geographical and map of any place in the world, Google villages etc.

Facebook social network has subscription that is close to 1 billion people worldwide. Currently with a share capital of about $ 4billion and expected to raise over $10 billion IPO. Among some of its products such as video game maker zynga, maker of Farmville, floated on the stock markets raised about $1.2 billion. The company has about 60 million active users daily. This IPO is next to Google’s largest web based August 19, 2004 IPO of $2.7 billion that settled at $1.67 billion then. Currently (111:30 Jan 13) trading at $624.99 per share.

As such performance, ownership and control has largely been influenced by the number of "public capital" in terms of number of users, financial business potential, and eventually the shareholding which is driven by the proprietors, private public and public investment shareholdings.

Boundaries between markets, services and consumers have further been dissolved by internet. Services such as ebay.com Amazon.com and PayPal are making it is easy for one to purchase products through the web and have them transferred to a place of one's choice anywhere in the world. As discussed in 2001 about permanency of media content in broadcast media, technology has tremendously advanced media development in this aspect. Radio Channels such as BBC Radio1,2,3,4 and Extra provide downloadable podcasts for their information and radio programs and educative archived documentaries in both audial and print. Therefore one can easily access past DJ. Presentations from internet and download them.

Web based markets such as eBay, alibaba,yuppiechef , services, publication houses such as lulu.com, Word press etc have equally dissolved market boundaries beyond one's imagination. iTunes has made access and purchase of music, videos and other alternatives easy and accessible. Further apple products such as the iPod, ipad, iPhones have made access software and hardware purposefully built to access its web based services, creating a direct link between consumers with the web based market. Blackberry uses the same market strategy.

Africa as an emerging E-commerce market has registered a number of e-commerce websites in the last 10 years, this is attributed to the growth of Telecommunication firms on the continent. The following are some of the few big ecommerce websites in Africa. 1. YuppieChef, a South African online Kitchen tools online store. 2. Kalahari.co.ke an online market for books and other domestic technologies subsidiary of Kalahari.net. 3. Takealot.com an online shopping store started in 2002 based in South Africa. 4 e-pesa is a Kenyan based online payment services. 5. TrueBranches, a Nigerian/USA based ecommerce saling African products. 6. MallforAfrica, a Nigerian/USA based providing market for African products 7.Mukatale, a Uganda online markets enabling buying and selling of products. A number of other websites providing e-commerce businesses in Africa.

Music and Film earnings have continued to fall since Napsters' music download service was introduced in 1999 largely due to 1000s of similar websites cropping up. The Recording Association of America (RIAA) reported that sales figures dropped from $14.6 Billion in 1999 to 6. 9 billion in 2010.

According to the International music industry body, the music earnings have never recovered from the blow. The following earning figure tell the story;- Recorded music sales fell by $1.45 billion to $15.9 billion in 2011, Physical recorded music that include things like CDs, Cassettes fell by 14.2% Year on Year (YoY) to $10.4billion, overall physical sales fell by 14.2% to $10.4 billion. The most performing sector was digital revenues that fell by 5.3% yoy accounting for $ 4.6billion which represented 29% of all music recorded revenues. However European countries such as France, Germany and Italy registered significant high revenues. Sales were up by 21.6% in Europe. The same goes for South Korea up by 11.7%, India up by 16.5%, Mexico up by 0.9% and Taiwan. High music sales in France, S.Korea and Taiwan have been attributed to newly introduced tough internet regulations.

It is important to note that telecommunication firms have further taken on the role of providers of information and equally crossed the traditional boundaries of media ownership, today communication firms such as MTN, AT&T, Uganda Telecom, Airtel, Orascom, Vivendi, etc , do manufacture their tele/mobile phone gadgets. They have diversified into transfer of money, also act as providers of News and control production of derivatives such as movies, radio, music and video games. These diversifications have also been made possible by development in technology hence the cross cutting synergies. These developments and synergies have therefore equally made training and skills that are required to work in the media diversified and competitive.

The contribution of social media in starting revolutions:

The media played a big role in the Arab spring a case in point, in Tunisia, Egypt, Libya, Yemen and Syria. It was used as a stepping stone for the revolutionist ideals, to a point that the incumbent governments closed most of the media houses, However the closure of media houses did not deter mass movements as they turned to social networks such as , Facebook, YouTube, twitter, Blogs, dudu.com,.skype, Google, and emails services (Internet explore, Mozila, Firefox etc) hence citizen journalism has been credited with contribution to political and social change in a number of countries. Since 2001 to date most of the countries that were faced with conflict had to force or censor the content of media houses. Aljazeera in breaking the Egyptian revolution was closed down and lost some of its journalists, same goes for a number of other media agencies, however due to alternative use of technology, these channels were able to broadcast some of the stories accessed through citizens by playing clips recorded by digital cameras, phones, computers, Iphones, blackberries etc.

Case studies of Media Moguls:

The contribution of technological advancement cetrisparibas led to the growth of Media moguls such as Australian born Rupert Murdock Chief Executive Officer News Corp, parent company of News International that run hitherto closed UK based News of the World, SkyNews,The Sun, The times etc and In America owning Wall street journal, , 20th Century Fox, New York Post, News America marketing, The daily, Fox Television with its subsidiary channels Fox News, Sport, Business etc, In Australia owning; The Australian, The daily Telegraph, Weekly times, The Courier Mail, The Mercury, Herald Sun etc other European media houses include Sky Italia, 39% shares in BskyB, Sky Deutschland Investments in social networks such as MySpace that he acquired in 2005 for $580 million. His estimate net worth is about 7.6 billion.

These media houses have been enabled by technological advancements that can easily mobilize the "publics" in various parts of the world. Fox television one of the most watch channels in USA has the capacity to run the same program at exactly the same time through cable network in a number of states. It also produces Television series, movies and other derivatives. This in the long run has created and given power to media mogul Rupert Murdock that crosses boundaries.

The Merger between AOL and Time Warner broke up in 2009 following the Internet bubble burst during the time registering losses for both companies.

Ted turner who launched CNN in Atlanta 1980 and resigned from Time Warner board in 2006 and now concentrates on his philanthropic interests, the Turner foundation (Environment), United Nations Foundation and Nuclear threat Initiative among other initiatives still wills a lot of power in media as his counterparts. In a later paper I will publish “Media and War” I will explore the contribution of media channels such as CNN in International conflicts.


We cannot ignore the role played by the media in institutionalizing regimes in Power, North Korea, China and a number of African countries that have a hold on the media have maintained state efficacy and control largely due to managing and controlling media. In Italy Media mogul Silvio Berlusconi former Prime Minister who controls large media stake in the country, was able to manage and maintain state power through use of his media machinery, beyond which the state could not take and 2011, honorably resigned from office. Self-made entrepreneur has built a family fortune of $9 billion through diverse investments in Media (eg.Media set and Mondadori publishing), advertising, insurance and other investments. In United States of America Total Advert expenditure in 2008 was $587,167,414 incumbent Democratic Party President Barack Obama spent $310,144,381 airing 570,963 adverts while Republic representative John McCain spent $134,792,293 airing 274,737 adverts in the presidential race. In total the Democratic Party spent $325,128,855 and Republicans spent $190,584,441 (Source of Ad figures CNN). Therefore as for these figures, it is important to note that the success or failure of a candidate is measured by how much is spent in the media.

These three case studies of media ownership and ownership stand to show the strength and power that is willed by controlling media. Media owners have the capacity to influence international business, politics, policies and even the capacity to make or break a product/service and any other social idea.

Media policies and regulations do influence the multinational media investments; Australian born Julianne Assange and head of WikiLeaks opened and manages wikiLeaks servers in Sweden due to the conducive legal policies governing media management. WikiLeaks that leaked a number of government, military, corporate and diplomatic correspondences that by definition in some countries were not cleared for public consumption, has sparked off debate about how much information should be at the disposal of the media. The Military personnel, Bradley manning is due for court martial in USA for aiding and leaking this information to the media and could face life imprisonment.

Changing Media regulations and Policies:

The massive power willed by the media, has opened governments to debate media practices and regulations that govern it. A case study of the News of the world, leading News daily in the United Kingdom was closed due to professional improprieties that were not limited to eavesdropping on the Royal family but on a number of other people. News Corp bid to own UK's largest cable channels BSkyB was equally jeopardized, which would have given Rupert Murdock majority control of UK media. Unprofessional media conduct has opened debate about media practices, the Lord Justice handling News of the world scandal indicated that there will be a complete overhaul of the media and at the same time Prime Minister James Cameron ordered for a judicial inquiry in media practices.

Hungary passed new media regulations in January 1, 2011 that require media registration, self-regulation, media authority and council empowered with control, however some of the proposed new policies have been met with resistance and international criticism.

United States of America (USA) the Federal Communication Commission (FCC) is proposing to ease regulations on how many TVs and Radio stations that a corporate can own in a single market and also easing on cross ownership of other digital media, proposing a media watchdog to back its services., other policy initiatives such as Stop Online Piracy Act (SOPA) and Protect IP Act (PIPA) have been tabled in the house, as a deterrence on piracy acts. Critics however argue that the FCC changes are motivated by the struggle for media space that is either dominated by republicans or democrats in various states.

China that recently joined World Trade organization (WTO), is struggling to comply with WTO media requirements and its media policy which hitherto is in control of media content.

North Korea's main Communist newspaper, Rodong Sinmun, 13 Jan 2012 launched its first ever English-language website as a step to open up its country to the outside world.

Brazil equally proposed and reviewed its media regulatory frame work in 2011 due to, its high rapid media development since 2001. The country has over 460 daily Newspapers, 2,020 nondaily Newspapers with advert receipts amounting to $1,490 Million, About 138 Television stations, 36,500,000 Television sets, About 2,334,580 subscribers to cable TV, about 1,195,000 subscribers to satellite and about 1,822 Radio stations, about 75,000,000 users of computers.

South Africa Press council endorsed Media self-regulation on 18, August 2011. Regulations mainly aimed at improving media professional relations with its various publics.

Saudi Arabia like a number of other Arab countries has maintained censorship of media content on internet premised on its strong religious inclination. The Internet services Unit is charged with the responsibility of blocking some of the websites that are recommended by the council of Ministers Resolution. The content and material that is banned has been outlined by the council of ministers resolution such content include;- Anything published that infringes the sanctity of Islam and breaching public decency, Anything liable to promote or incite crime, Not to engage in financial transactions over internet unless licensed, information considered a threat to state security, false information ascribed to state officials liable to cause them harm or damage their integrity and many other digital regulations.

In a nutshell, most of the media regulations and policies framework case studies discussed above are premised on maintaining financial, political efficacy and control , in conformity with some of the basic philosophical foundation of media space. Later we shall understand the attribute of polity in media.

A number of law suits and policy charges world, surround communication gadgets companies and the policies that govern them. Several legal cases have been filed against companies such as;- apple, Samsung,Sony, Nokia, Microsoft, Google, all of which have faced either monopoly charges or patent right abuse in several countries where they operate.

It is important to note the effects of media conglomerates on small firms that cannot compete in terms of product development, quality, efficiency and diversity of media products. A number of them have been alienated and squeezed out of the market. The number of Newspapers that have closed down from 2001 to date is uncountable. These examples tell the story The RockmountainNews, AnnarborNews, and many others that continue to register falling revenues and cut back on staff. Print media is one of the most affected as, broadcast and Internet continue to grow in usability. This has led to the development of new trends such as subscription for newspapers over the internet, paying for news stories before access through internet and other creative money making ventures that have been adopted by the media to enable sustainable revenues.

Developments in the Gadget sectors

The high market demand for superior and much efficient telecommunication equipment and gadgets has led to an explosion and diversification in gadget development, as such research in this sector from 2001 to date has seen an enormous explosion in versions, functionality of media gadgets such as cameras, satellite equipment, sound equipment, recording, transmission, storage and archiving, Computers and speed of computers and other hardware and software equipment . A basic case is Sony’s cyber shot camera that has grown year on year with one version replacing another with efficient qualities. It started with 1 Megapixel and moved to , 2, 5, 10, 12,15 megapixel with improvements in other features.

Sony is currently along with Google TV, now promoting its new innovation of Television combined with internet that I earlier discussed in 2001.

Contribution of the Energy sector

Though I have briefly discussed developments in the communication hardware industry, it is important to sight the role played by developments in the energy sector. Today energy alternatives are far beyond what they were years ago. A community in South Africa will be able to access information from a radio station, Television or even phone being powered by a solar energy battery or any other alternative source. Inventions of the dry battery cell, solar energy, electricity, Nuclear energy, Oil, generators etc have enabled mass media. Other inventions that foster the transfer of information through micro waves, laser beams, Fiber optics, satellite transmissions, Bluetooth etc. have tremendously contributed to the building of the media machinery.

Inventor and Entrepreneur

Bill Gates (Billionaire and Philanthropist) Founder of Microsoft, that was initially developing computer office software has equally diversified into, Internet based services such as Skype, yahoo, Search engines Bing, Provision of computerized car technology, investing in Television, Video games, Information surveillance and also running the Bill and Melinda gates foundation a philosophic organization.

Stephen Jobs (deceased) Founder of Apple that developed the iPod and later the iPhone, a combination of iPod (a music audio and visual gadget) to iPhone that combines the IPod functions with the phone and internet. It has furthered its development with its versions of I pads (a computer tablet). Same goes for other gadget developers such as Samsung, HP, Lenovo, Sony, and Motorola that have invested in tablets etc.

Current research in satellite development has seen products such as satellite that are the size of a battery be developed by surrey satellite technology, as alternatives to the large and heavy equipped traditional satellites, these developments will lower the costs of satellite gadgets, to a point where an institute like a University, hospital or even government department could manage its one satellite. These developments have been driven by the increasing demand and usability of digital media.

The growth of media conglomerates has led to a thin line between Publications companies for books, Novels, memoirs, screen writers, scripters , music producers, music writers, video games developers, photographers, designers and other media related industries. Such is the case with the Movie industry where for example the conceptualization of a movie idea, scripting, production, casting, filming, promotion and advertising and eventually distribution is all managed by one conglomerate through its subsidiary subsectors. This is further passed on to its derivatives such as video games, books, and all these are still managed by one conglomerate. Some of the products have crossed boundaries from movies and furthered the products into the music industry therefore an ever increasing thin line between various types of media.

Education

A number of Education initiatives have developed since 2001 to date UK launched an Education programs where live and exact time class room teaching programs are aired on television. Other Initiatives in developing countries like Uganda, where teachers have taken on teaching a whole subject syllabus on television and other education programs and channels have been on the increase worldwide. The internet now hosts several online bookstores and libraries, online education institutions.

Media and Sports

The sports community and types of sports activities have gained popularity worldwide due to media, from the beginning of Muhammad Ali's, fight that popularized Television. Sports tournaments have gained viewership worldwide. Tournaments such as the Premier league, UEFA Championship, Cricket, African cup of nations, Euro league,Bundesliga, Tennis, NBA, Boxing, Wrestling, Martial Arts, skateboarding , Board games and many other tournaments have all been popularized and attracted investment and viewership due to mass media.
Viewers Worldwide watch and listen to sports activities in exact time of the game. An example is the premiership and UEFA Championship that sends shock waves in the city, when some of the most popular teams such as Arsenal, Manchester United, Real Madrid, Barcelona, Bayern Munich,Real Madrid, Chelsea, PSG, Liverpool, Manchester city etc are playing. The applause from bars, hotels, homes and drinking pubs that are showing the match sends shock waves in the city when a goal is scored.

It is however important to note that viewership alone is not the basic attribute but the enormous revenues that are generated by the media from Sports activities through promotions, licensing, advertisements, memorabilia sales, betting and sailing viewer ship figures as a product to corporate agencies. These changes would not be possible without technological advancements.

Media surveillance such as weather focusing has become efficient. A number of satellites, weather stations with much more sophisticated telecommunication equipment have been developed, the accurate warning signals and trucking of the patterns has been made possible hence enabling International travel and business move smoothly. The fastest computers in the world in currently in the United States and Japan are employed by Weather departments.

Media and stock Markets

Lastly, I will discuss in detail the influence media has practically had on world economies through stock, features, forex and commodities markets. Currently over and above 3 trillion dollars is traded in the markets daily through web based trading platforms. These trading platforms managed by brokerage and investment firms provide real time information of what is going on in the features markets, commodities, stock and currency and other bank products. Therefore products that are registered on any international features markets such as the Nasdaq, Dow Jones, S&P, Nikkei 225, Hang Seng, FTSE, NYSE, Dax, Shanghai composite, Strait times etc...can be traded in exact time by an investor in any part of the world through accessing internet.

Stock Markets:

The influence of Stock markets on the media is immeasurable. Television channels, newspapers, internet websites and radio stations that are specialized in offering stock market information have sprung up in a number of countries. News channels such as Bloomberg.com/TV,CCTV, Dailyfx .com, forexpro.com etc provide just in time information of proceeds in markets, financial information, bank products and information, financial policy directives, money trends, jobs statistics, Consumer data, Manufacturing data, Industrial data, Production data, IPOs and other monetary changes such as interest rates, interbank interests on loans etc. Other media channels have these financial reports detailed in their business reports. It is therefore imperative to note that the media has acted as a link between the cooperates community, financial institutions, policy framework and the general public (investors) and enabled business transactions. Short selling is one of the most used trading strategies by investors through web based trading platforms. It basically refers to selling of asset/securities,features,commodities or currencies by a trader commonly know as “ trader, or day trader” borrowed from a brokerage firm at high market price that is profitable to the trader and later buy the same assets or currencies traded at a lower market price. The difference between the Sale and buy is registered either as the profit or loss to either parties (Trading details out of paper scope). Germany Chancellor Angela Merkel on March 19, 2011 prohibited naked short- selling and speculation on European government bonds with credit-default swaps in an effort to calm the regions financial markets a move that affected over 10 banks and insurers. This among many other efforts worldwide to control internet based trades signifies the power of media in today’s business environment.

Conclusion

In conclusion, with such enormous power willed by media houses, the proprietors that control it, variances in legal structures and policies governing media from one part the world to another, non-controlled or regulated areas such as space which hosts satellites, the high demand for media products, High levels of innovation and inventions of gadgets, increasing demand of diversity from various interest groups, the influence of profit, thin line between media products, operating in a changing world that is being brought closer in terms of political structures, financial systems, Disaster management systems, social structures, religion and beliefs, elites, democratization and acceptance of international protocol such as human rights conventions and clarity of cultures, arts and traditions of diverse societies. These factors have stretched media functionality and given it immeasurable power and influence in society.

Like any other profession media practitioners are guided by ethical foundations, though they may vary in perspective from one set of profession to another, the underlying moral principles remain the same. The journalists, Advertisers, Public Relations Managers and Entertainers employed by the media industry abide to these ethical foundations. I will briefly discuss a few ethical philosophies that have guided the media fraternity. According to Ethics, case and Moral reasoning: Ethics may be understood as the liberal arts discipline that appraises voluntary human conduct in so far as it can be judged right or wrong in reference to determinative principles. from Greek eethos basically meaning a starting point or basis. On the hand morals from latin origin meaning a way, manner or customary behavior. Having understood these two basic foundations, it is important to relate the “media machinery” if I may term it that way and whether or not it does conform to ethical and moral dispositions.

“The Golden Mean”, by Aristotle emphasizes moral virtue to be a measure between two extremes i.e. excess and deficiency. Cardinal virtues such as Courage, Wisdom, Temperance and Justice were identified by Plato. Therefore in application of Aristotle mean theory, Courage is a mean between Cowardice and temerity, Excellence, a mean between excess and defect etc. Therefore Media practitioners do have the prerogative to publish/broadcast information based on the measure of extremes. Should one balance a story or not, in advertising should one advertise the advantageous part of a product only or should one also show the harmful aspect. Such has been the dilemma faced by Cigarette companies.

Kant’s Categorical imperative, “Act on that Maxim which you will to become a universal a law” Immanuel Kant asserted that act on what is good for one is good for all, as such can be universalized if it may. His argues there are truths that are inborn or innate as such characteristic of all human beings and cannot be defined by time or policies and regulation. This foundation has guided media practice in many parts of the world hence basic truths such as Freedom of speech and expression upon which freedom of press is derived, is written a fundamental right in many countries.

Mill’s principle of utility “seek the greatest happiness for the greatest number” . This argument asserts that media practitioner’s do that will yield the best consequences for the welfare of human beings and restrain that is evil, a such promote pleasures and happiness and prevent pain. Interpreted later on by a number of philosophers this principle seeks from media practitioners to balance between that which will promote the interests of the majority and at the expense of the minority, when faced with such a dilemma. This principle has guided the diversity of media programs such as sports, Music, Pornography, Religious, War, Family stories and channels all aimed at serving the interests of the various segments of society. However the media is faced with a dilemma of choosing what is appropriate and what is not for a particular public and the imperative to know what is the majorities’ desire. If the majority of a particular community prefer pornography, Violence, explicit language and nudity as a form of entertainment say Film and Music; does this then qualify these acts as good? and the later who disregard these acts as immoral bad.

Rawls’s Veil of Ignorance: “Justice emerges when negotiating without social differentiations”. Rawl advocates for equal liberty and protection for the weaker parties and be fair in distribution of social resources of wealth, power and income to benefit the worst off in society. He therefore asserts that, in a situation when one needs to make judgment on a social issue that is between opposing alternatives or groups of people. One needs to step back in a “veil of ignorance” and discard all social definitions such as social roles, race, class, sex and interests but regard all men as equal. Rawl’s principle therefore guides media practitioners to be fair and especially look out for the interests of vulnerable groups in society. President Barack Obama has used this argument in the effort to redistribute resources such is the “Buffet Rule” being debate in United State of America, aimed at increasing taxes on the rich and subsidizing the poor. The demand on media practitioners is therefore to define the weaker social groups without losing sight of truth and objectivity.

Judeo-Christian principle that states as written in the Bible ‘Love your neighbor as you love yourself” advocates equal treatment of men.
The "polity" (Political structure, type of governance or decision making agency) through which claims or advocates of interest groups are made are diverse; as such the rules and regulations that govern media in one part of the world are different from another part in the world. The "agents of preference" or those who argue for media performance is numerous and constantly engaged in competition such include the state that, by virtual of its authority defines media structure and parameters. Other groups such a as political parties, interest groups, non- governmental Organizations, academic researchers, security agencies, International super/sub structures and media professional. All these groups maintain their own expectations, agenda and prescription of how media should function. (Refer to state media regulations institutions discussed)

It has therefore seen the birth of various types of media practices and many of which have deviated from traditional framework of pursuit of truth, objectivity, diversity, service to a 'great good' and many other traditional ethical structures, on which media has been established. Media ethical practices have therefore been redefined. Questions of interference in private space, Piracy, Corporate espionage, propaganda, partisanship, Piracy, Distortion of truths, monopoly, mockery and extreme sensationalized, sexing up of information and products among other tactics that being employed by practitioners are being asked at various polity levels. At the same time media freedom advocates continue to push for opening up of media space in various countries, thus far media freedom remains a measurement of countries democratic practices

PART III

NOTE: (Between JANUARY 3 – 21ST, 2012)

In the event of writing this paper the following events occurred that are pertinent to the topic of discussion.

1. STOP ONLINE PIRACY ACT in USA was table as a bill in congress
2. PROTECT IP ACT was table as bill in congress
3. North Korea's main Communist newspaper, Rodong Sinmun, this week launched an English-language website website as a step to open up its country to the outside world.
4. Demonstration by leading web based service providers such as Wikipedia, Megaupload, Reddit, Word press, along with over 10,000 websites demonstrated against the bill.
5. Wikipedia Black out to protest the bill closing services for 24 hours..
6. Statements from Facebook founder, Mark Zuckerberg

7. Google demonstrated by having a petition signed by over 7 million people against the two bills

8. Leading Media Personnel Rupert Murdock in support of the policy and said in a tweet: So Obama has thrown in his lot with Silicon Valley paymasters who threaten all software creators with piracy, plain thievery," Murdoch tweeted over the weekend. Went on to tweet that ….. Piracy leader is Google who streams movies free, sells adverts around them. No wonder pouring millions into lobbying. Film making risky as hell. This has to lead to less, hurting writers, actors, all concerned.

9. Megaupload. The site was shut down by the U.S. Justice Department on January 19, 2012, during an investigation into alleged copyright infringement,[2][3][4] leading to what activist group Anonymous calls "the single largest Internet attack in its history"Megaupload The company services included a one-click hosting service known as MegaUpload, image hosting and video hosting services known as Megavideo, Megalive, Megapix and Megabox as well as CUM.com (formerly Megaporn, Megarotic, and Sexuploader) which specialized in hosting pornographic contents. (Megaupload itself also allows such content). Other services included Megaclick, Megafund, Megakey and Megapay, all of which were advertisement and financial services. Two additional web sevices, Megabackup and Megamovie, were in development before their closure. (source Wikimedia)

10. “We welcome the Administration's clear statement that legislation is needed to stop foreign based thieves from stealing the hard work and creativity of millions of American workers” Statement from Motion Picture Association of America.

11. Political sponsors of the Bills withdrew: PIPA co-sponsor Florida Sen.

Marco Rubio pulled his name from the bill Wednesday, and SOPA co-sponsor Arizona Rep. Ben Quayle pulled his name Tuesday.

12. White House Responds to Petition:

“While we believe that online piracy by foreign websites is a serious problem that requires a serious legislative response,” said the note, “we will not support legislation that reduces freedom of expression, increases cybersecurity risk, or undermines the dynamic, innovative global Internet.

13. Hollywood Media Moguls threaten not to contribute donation to President Obama’s campaign if the Bill is shelved and not appropriated to protect them.
These developments provide vivid examples of media trends and the current challenges that the Internet, I defined as the “Internet Monster” in 2001 is posing. The users, service providers’, traditional media on one hand and the polity on the hand trying to find the best way how to use this resource without harming each other’s interests.

First extract written as an academic paper in 2001, I would like to recognize the Mass communication Department, Makerere University Kampala that allowed me to use a computer to write my exams due to my ineligible handwriting, hence pioneering the use of computer technology in writing exams alongside other handwritten exams in the University in 2000. Also recognize former internship, Swiss Procurement Company (SWIPCO) workplace that provided me laptops and other necessities.

References:

1. Media by Mcquil
2. Media Ethics, Illinois University
3. Wikipedia
4. Assortment of Media reports over the years.


Written and Edits By:

Byaruhanga Edgar Walter
Executive Director

Development Initiatives Africa
Communication and Public Relations Expert
United Nations Civil Military Coordinator, From a Humanitarian Perspective
Stock/Currencies Trader

edgarbyaruhanga@yahoo.com
edgarbyaruhanga@gmail.com
256751836972
256787459373