Examining The Roles Of Moral Entrepreneurs Media Essay

Examining The Roles Of Moral Entrepreneurs Media Essay There are certain powerful tools such as moral entrepreneurs and/or social control agents that are said to contribute to the development of moral panics in a society (Becker, 1963:147; Cohen, 1980:85). This essay will argue that amplitude as a news value appears to be the major tool through which moral panics are developed in a society (Cohen, 1980:31). The essay will commence with a brief background and definition of key terms such as news values, amplitude and moral panics, not necessarily in the same sequence. Then using relevant research sources, this essay will analyse the role that the news value of amplitude plays in the development of moral panics. Furthermore, the reasons for this kind of journalism will be considered by carefully analysing the issues of interest and morality. Finally, the essay will consider the effects of moral panics on society by looking into instances in different societies. Ben-Yehuda (2009:1) describes the concept of moral panic as creating a state of exaggerated fear from topics that are claimed to have a moral element. He states that moral panics have to create, focus on and sustain powerfully persuasive images of folk devils that can serve as the heart of moral fears. According to Ben-Yehuda and Goode (1994:12), the idea of moral panics developed from the earlier concept of moral crusades where a person or a group of persons where stigmatised as deviants and isolated from what was regarded as normal society. It was first revealed by Jock Young in 1971 as opposed to the thought that Stanley Cohen was the originator of the concept. Critcher (2006: ix) also concurs that Cohen borrowed the term from Young. However, though Young introduced the term, it was Cohens research on the Mods and Rockers that launched it to its present state as a still central tool of sociological and media analysis, as well as a common phrase in popular discourse (Ben-Yehuda, 20 09:1). Cohen defines moral panic in his book Folk Devils and Moral Panics: The Creation of Mods and Rockers (1980:9), as when a condition, episode, person or group of persons emerges to become defined as a threat to societal values and interests; its nature is presented in a stylized and stereotypical fashion by the mass media This shows that every society has particular moral values and interests that define it as a society. Hence, it will not be normal for a person or group of persons to go against those moral values and interests. Becker (1963:1) states that social rules are made to be enforced and they determine what is right or wrong in a social group. Therefore the person or group of persons who breaks those rules is regarded as an outsider because such cannot be trusted to live by the rules. The outsider is then labelled by that society as a deviant or a folk devil as Cohen calls it. The outsider is isolated from normal society and this leads to more deviance (Cohen, 1980:12; 18). Goode (1993:93) also defines moral panic as a widespread feeling on the part of the public that something is terribly wrong in the society because of the moral failure of a specific group of individuals, subpopulation is defined as the enemy. In short, a category of people has been deviantized. Deviance refers to behaviour that breaks social values or upsets the expectations of society thereby attracting social penalty or punishment (OSullivan, et al., 1994: 83; Aggleton, 1987:4). Some examples of deviant behaviours that lead to moral panics are related to drug usage, homosexuality, gang activities, pornography, prostitution, and so on (Ben-Yehuda, 2009:2; Cohen, 1980:18). Cohen (1980:9; 59) observes that a type of moral panic which has kept occurring in Britain since the war has been tied to the coming up of a variety of youth culture who are either working class, middle class or students and are seen as deviants associated with violence. The Teddy Boys, the Mods and Rockers, the Skinheads, are some examples he gives of those labelled deviants or folk devils that represented youths at the time. This is also reflected in Ben-Yehudas study of the 1982 drug panic in Israel where youths were identified with the deviant behaviour of illicit drug-taking. Those who create and enforce the rules in society respectively referred to as moral entrepreneurs by Becker (1963: 147) and social control agents by Cohen (1980: 85). These are powerful concepts that are said to contribute to the development of moral panics in a society. They comprise the Police, the Courts and Civil Society or Action Groups who take appropriate action at the Federal and Local levels. Here the media also plays a vital positive role in checking the excesses of these so-called deviants. As we all know, the media is a tool through which information is dispensed to the public. The way and manner information is dispensed determines how the public reacts to such information. There are certain criteria that determine what news is and it varies from one culture to the other (Galtung and Ruge, 1965: 65). The criteria or guidelines by which events are regarded as newsworthy are referred to as news values (Brighton and Foy, 2007:1). Galtung and Ruge (1965: 70) provide a list of a number of factors that qualify for news values. An event must possess at least one of these to qualify as news. One of such news values is amplitude on which this essay will focus. Amplitude refers to how big the event is; The bigger, the better, the more dramatic, the more likely the event is to achievethreshold value (Watson, 1998: 118). It is argued here that amplitude as a news value appears to be the major tool through which moral panics are developed in a society (Cohen, 1980: 31). It was stated earlier that moral entrepreneurs or social control agents are powerful tools that are said to contribute to the development of moral panics. Cohen (1980: 166) and Becker (1963: 147) have argued that these tools create and enforce rules in order to control deviant behaviours. They intervene whenever they feel a particular value in society is being threatened by behaviours that are out of the norm. This shows that a deviant behaviour can be powerful enough as to instigate creation and the enactment of laws in a society (Ben-Yehuda, 1990: 124). However, it is important to note that these agents cannot function alone to create moral panics in the society, they need the mass media to be able to pass across what they deem as morally wrong or evil so, they take advantage of the media to be able to create a moral panic (Ben-Yehuda, 1990: 116). It thus seems that without the media, moral panics may never occur and amplitude plays a major role in such a development. Cohen (1980:1 6) describes the media as an especially important carrier and producer of moral panics. He states that information that gets to the public have already been processed by the media, that is to say that they have been subject to classifications of newsworthiness and how they are to be relayed to the audience. He argues that what is usually called news focuses on reports on deviance and its consequences and such reports create concerns, anxiety, indignation or panic. When these feelings have been created, the need to protect certain moral values arises and this leads to the definition of the problem and the creation of rules to protect societal values. All that has been said boils down to the fact that for the media to cover an event successfully as news, amplitude (as a news value) plays a very important role. As earlier defined, amplitude refers to how big and dramatic the event is (Watson, 1998: 118; Galtung and Ruge, 1965: 66) so the need for amplitude leads the media to amplify de viance whereby exaggerating the event so it becomes a very big issue through the reaction of the audience. OSullivan, et al. (1994:10-11) define amplification as the process whereby initial activity, labelled as deviant is increased or amplified as a result of social reaction which is largely co-ordinated and articulated by the mass media. Furthermore, Galtung and Ruge (1965: 71) state that there are three things the media does to manufacture news and one of them is accentuation or distortion and that is to make the event even more noticeable. Cohen (1980: 31) gives examples of this kind of distortion or exaggeration. In describing the Mods and Rockers event at Clacton, he states that a journalist from the Daily Mirror admitted that the event had been over reported. Cohen describes how the media grossly exaggerated its seriousness; Over-reportingthe number taking part, the number involved in violence and the amount and effects of any damage or violence. Such distortion took place primarily in terms of the mode and style of presentation characteristic of most crime reporting: the sensational headlines, melodramatic vocabulary and heightening of those elements in the story considered as news. The regular use of phrases such as riot, orgy of destruction, battle, attack, beat up town and screaming mob left an image of a besieged town from which innocent holidaymakers were fleeing to escape a marauding mob. This event was so exaggerated that the police began making preparations for the next anticipated Bank Holiday hooliganism. On the next Bank Holiday at Brighton, so many suspicious youths, though not guilty of all that they were accused of, were arrested on the beach escalating the matter and confirming the doubts and fears of the public who acted and took their local problem to the legislature ( Cohen, 1980:91-113). Another instance of such exaggeration is found in the 1982 drug scare event in Israel. Ben-Yehuda (1990:103) argues that the media played a crucial role by providing information that stimulated the panic. He states that youths in high schools in Israel were accused by the police and a member of legislature of the misuse of psychoactive drugs. It appeared in the media that over a hundred thousand students used hashish. A particular school was labelled Hashish High School because it was accused of a high rate of unlawful drug use. The principal revealed statistics showing o nly one pupil in the school was found using drugs but the release of the statistics did not help because the panic had already been created. The Ministry of Education sought for proof from the police for the outrageous statistics they released to the media but none was given. Anxious parents parents demanded that the Ministry of Education do something about the terrible drug problem. Most parents eventually withdrew their children from schools as a result of such exaggerations, turning the event into a huge story. The media used such headlines as youth drug abuse plague, How to Behave with a Drug Abusing Adolescent, The Dangers of Hashish. This event shows how active the social control agents and the media were in the development of moral panic but the media seemed to be the major tool through which moral panic began. The connection between personal and group interests to moral panics has been espoused by (Ben-Yehuda, 1990: 114; Becker, 1963:148; Goode and Ben-Yehuda, 1994: 159). Ben-Yehuda (1990:114) suggests that on one hand, moral panics reflect the moral struggle in a society and on the other hand, the issue of interests show that moral panics use moral topics to cover up clash of interests between different parties. He argues that the moral panic in Israel in 1982 was based on distorted information, clearly aimed at sharply marking the boundaries between moral right and moral wrong. However, behind the public display about morality, there were other strong interests at work as well. This shows that just as there are moral entrepreneurs who seek to truly uphold moral values for the good of the society, there are also those entrepreneurs who seek to fulfil their own interests. Young (2009: 10) states that there are three reasons for moral intervention. The first is the conflict of interest wher e he explains that interests of a powerful group are directly threatened or the group sees that the intervention would be to its advantage. The second reason for intervention is moral indignation. He explains that the deviant threatens the moral values of a more powerful group therefore an intervention is required. Finally, the third reason is humanitarianism where the more powerful group intervenes for the good of the deviant(s). This goes further to reveal a powerful economic and political relationship between those in power and those regarded as outsiders because laws, wealth and status could be created as a result of moral panics (Goode and Ben-Yehuda, 1994: 159). For instance, the legislator could create laws and have his political status established as a result of a moral panic through the media and the police could gain more funds to aid in fighting deviance. Furthermore, the media is responsible to protect the public interest through the proper dissemination of information. The public should be aware of events that affect them through the news. News that stirs up moral panics does not seem to be in the public interest because the end result is fear and anxiety (Ben-Yehuda, 2009: 1). It then seems that the media may only be interested in its business competition through the selling of a breaking story to attract more viewership and not minding how the news is presented thereby fulfilling its own interest. It could also be that the media in creating a moral panic is not aware that it is doing so and may publish or broadcast news in the public interest since its duty is to create awareness of issues prevalent in the society. Moral panics have certain effects on the society. They create stereotypes, for instance, (Young, 2009:6) thereby segregating a particular class or group of people within society. A stereotype is a social classification of a group based on a particular set of values, judgments and assumptions toward the groups behaviour, characteristics or history (OSullivan, et al., 1994:299). The Mods and Rockers were stereotyped because they behaved and did things differently from the rest of the society at the time. They dressed differently, rode scooters and motor-bikes and they were two confrontational groups. As a result they were seen as a threat to traditional, decent values of law and order (Critcher, 2006: xii). According to Cohen (1980:62) the Mods and Rockers were seen as a disease that needed to be cured or completely removed from society therefore they experienced indignation. A survey revealed that the medias reaction to the Mods and Rockers were more intense and stereotypical than the opinion of the public (Cohen, 1980: 66). In addition, moral panics create fear, anxiety and panic among members of society. Statistics show that fear is created especially among older people (Cohen 1980:70). For instance, as mentioned earlier, during the 1982 drug scare in Israel, parents out of fear and anxiety about the terrible drug problem that had invaded high schools, withdrew their children from school. The sort of presentation and language used by the media may cause its audience to think they are living in a very unsafe environment while that may not be entirely true. Also, moral panics could help establish new laws claimed to guard the moral values and interests of the society and even if it does not do so, it leaves memories that usher in the next panic (Ben-Yehuda, 2009: 3). For instance, early 1970 in America, President Nixon successfully carried out a war on drugs that later paved the way for subsequent drug panic that led to the creation of laws against illicit drug taking in America in 1986 and 1989 (Goode and Ben-Yehuda, 1994:169). All these prove that moral panics could either have a lasting or a short term effect on a society. The effect could be felt at the time of the panic and eventually fade away with the panic as it was with the Mods and Rockers or the effect could be a long lasting one as in the case of laws made to prohibit illicit drug use. In conclusion, although other strong tools such as the moral entrepreneurs or the social control agents contribute in creating moral panics, it is clear that amplitude as a news value is a major tool used by the media to create moral panics in the society. This essay has also shown that there are certain reasons why moral panics occur and those reasons could either be moral or for personal interests. Furthermore, there is a preponderance of the unhealthy effects of moral panics in the society including the creation of stereotypes, the instigation of fear among people and possibly the creation of new unnecessary laws. Practitioners in journalism and media must be careful in the reporting and dissemination of information to the general public to avoid impressing their personal or group interests on society that they may have detrimental effects in the peaceful order of society. WORD COUNT: 2,824

Home Rule :: Essays Papers

Home Rule It all took place between the 1870's and 1920's. Home rule was a huge part of the political life in Ireland, which meant that the Irish Parliament would be restored for most issues, but the British government would still cover many important areas (Conflict 3). The term Government Association started to be used very frequently; Isaac Butt was the gentleman who founded this association. In 1873 this became known as the Home Rule League and in 1874 a general election was held where fifty home rulers were elected to the Home Rule party also known as the Irish Parliamentary Party (Irish 29). Butts' goal was to get both Protestants and Catholics to support Home Rule as a movement targeted towards giving Ireland a federal government within the United Kingdom. Butt was not an aggressive leader and the people of Ireland did not feel he was fulfilling his job completely. A man by the name of Charles Stewart Parnell challenged Butt and became the leader in 1880 (Charles17). The British people began to think that the Home Rule would lead to the separation of Ireland and Britain. Parnell realized that the people did not like the British Rule and this is what caused them to support Irish nationalism. In 1880 Parnell won the support of the Fenians and the Irish Republican brotherhood that wanted total separation but were willing to compromise and accept Home Rule. In 1881 the second Land Act gave the "Three F's" which the Land League had demanded. Fair rents would be fixed by judges appointed by the government, fixed tenancies would have to be agreed between tenants and landowners (avoiding evictions), and free sale of his lease would be permitted to a tenant who wished to give up farming. Gladstone and most of the Liberal Party conversed to the Home Rule cause in 1885, and this is when the conservative party opposed Home Rule and threatened some kind of defense on the United Kingdom (Gladstone 6).

Callaway golf case

Also, could Galloway Canada really create a source of competitive advantage in service? Ely Scalawag's history I believe that Ely had quite a bit of a struggle in golf because he was willing to pay premium for improved performance. This is what he felt would give a competitive advantage over his competitors. Furthermore, with this strategy, he felt that It would be more enjoyable for the average golfer. War-,l S. W. O. T for Galloway S- they are already established, brand loyalty W-one of their products performed poorly, only target ‘rich' people O-Service,Tailoring to golfers needs T-Competitors and substitutes Porters 5 forces In relation to Galloway: I only depicted 2 of the 5 forces that would have a major affect on Scalawags. The first force that would come into play would be the Threat of substitutes', this is because if prices are lower at a competing golf manufacturing company, a person who really does not care about performance, but more so for just doing it as a hobby , would Therefore, I believe that Scalawags should target a wider costumer base instead of JUST the upper class performers.On the other hand, another force that would come into play would be Rivalry because Scalawags has a lot of intense competition. This means that they have to focus on the pressure they have on prices, meaning because they charge premium prices, they are leaving out the common person, who Just wants to play golf as a hobby or for fun. However, this could also be to their advantage because they specialize in tailoring to specific performers, which means that people will be more willing to pay the premium prices, over what Scalawags competitors would offer.Alternative 1 In my opinion I believe that the first thing Galloway could do in order to improve their service and minimize competition would be to completely re-create their marketed products. They could do this by having more advertisements with the ‘new and improved' products, which would provoke higher p erformance golfers to be more willing to buy. However, in a market, which is so intensely competitive, I believe that golfers in particular have a mentality of Just constantly needing to improve their ‘game'.Therefore I figured with more advertisements using the ‘above the line rumination' strategy, would target golfers who could potentially ‘afford' more. This is because Scalawags would be promoted in specialized magazines and on the television, which is more likely to attract higher-class performers. Alternative 2 I came to the decision that the second alternative was to help sponsor a highly recognizable and qualified golf player, which would aid in promoting their sales because people would automatically associate the product with the performer.Along with this, Galloway would be Just easily getting its name out there, because Tiger Woods for example, is an icon for professional golfers. Therefore, if Galloway chooses to sponsor Tiger, fans etc would want to Jus t buy the products because Tiger has them. Alternative 3 Finally, my third alternative for Scalawags would be to target a wider costumer base because right now they are Just promoting to higher performers, whereas if they they would be more likely to buy from Scalawags.However, Scalawags is perceived as being for ‘higher class' people, which means that not too many of ‘lower class' performers would want to purchase their products. Recommendations Overall, in my opinion I believe that Scalawags Golf should proceed with the third alternative first because catering to other people would be the easiest and less expensive way to improve service and also to gain a competitive advantage over their rivalry.Along with this, their sales should increase because more people will be willing to buy their product. However, people still may not even want to buy the product because they prefer substitutes. On the other hand, I perceived the second best thing to do would be the sponsor be cause it's a good marketing strategy. Therefore, by sponsoring a highly qualified ND recognized performer like Tiger Woods, people would be more open to your brand.Finally, the third and last thing I decided for Galloway is in order to improve its service and gain a competitive advantage they should re-create their image. This, however, would be the most expensive and time consuming because they would have to develop market research on what the other ‘lower class' performers would want. Along with this, the competition of much larger golf stores like Nikkei, who tailor to EVERYONE in golf, have already built that relationship with their customers that Galloway may be trying to target.

Questions On Current Related Researches Essay - 1828 Words

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