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Everywhere, every day, exciting things are happening. Each day is filled with news. People learn news and views during reading newspapers and magazines, talking over the telephone or they are kept informed by watching TV or listening to the radio. The press, the radio and television play a big role in the life of the society. They inform, educate and entertain people. They also influence the way people look at the world and make them change their views.
Mass media plays a very important role in organizing public opinion. Millions of people watch TV and read newspapers in their free time. Most of people can’t do without a newspaper in the underground or during the lunch break. TV also dominates the life of the family most of the time. It is also a habit which impossible to resist. The radio is turned on most of the time, creating a permanent background noise. So Mass Media become a very important part of our life. Mass media denotes a section of the media specifically designed to reach a large audience. The term was coined in the 1920s with the advent of nationwide radio networks, mass-circulation newspapers and magazines. However, some forms of mass media such as books and manuscripts had already been in use for centuries.
Mass media can be used for various purposes: advocacy, both for business and social concerns. This can include advertising, marketing, propaganda, public relations, and political communication. Entertainment, traditionally through performances of acting, music, and sports, along with light reading. Since the late 20th century also through video and computer games. Journalism is the discipline of collecting, analyzing, verifying and presenting information regarding current events, trends, issues and people. Those who practice journalism are known as journalists. Electronic media and print media include: Broadcasting, in the narrow sense, for radio and television. Many instances of various types of recorded discs or tapes. In the 20th century, these were mainly used for music. Video and computer uses followed. Film, most often used for entertainment, but also for documentaries.
The Internet, which has many uses and presents both opportunities and challenges. Examples can include Blogs and podcasts (such as news, music, pre-recorded speech, and video) Mobile phones, which can be used for rapid breaking news and short clips of entertainment like jokes, horoscopes, alerts, games, music, and advertising. Publishing, including electronic publishing Video games, which have developed into a mass form of media since cutting-edge devices such as the PlayStation 3, Xbox 360, and Wii broadened their use. Millions of copies of newspapers appear every day. Many people subscribe to two or more newspapers; others buy newspapers at the newsstands. Most newspapers contain news, detailed articles on home and international affairs, reviews of books, art and TV shows. Many of them also cover sports events. In the USA daily newspapers are published in 34 different languages. The Internet has recently become another important source of information. Its main advantage is that news appears on the screen as soon as things happen in real life and you don't have to wait for news time on TV.
TV is one of the best inventions the man ever made. We are really beginning to forget what the world was without TV. Everybody knows what a great force is TV in the world today. We become better informed by watching documentaries, science programs, discussions and political issues of the day. TV gives us opportunities to see the best actors, sport matches, to meet famous people. TV brings the world to our room. TV helps us to relax after a hard days work. Besides there is a considerable amount of TV programs (News, current affairs viewpoint. Musical Reviews, Sports Review, Travelers Clubs, Good Night Kids. etc) and they gather big audience. They provide useful topics for conversation, wise heated discussions. Current Affairs (Viewpoint, News) These programs deal with political and social problems of modern society. Their aim is to give an analyze of the problems and to show different viewpoints. They are concerned with the counties national events. They show meetings with famous political analysts, discussing the most topical political problems of today. To my mind we can’t imagine our lives without mass media. It is silly to avoid it as we can use its advantages.Though we should be careful and filter all information we get.
'The role of the mass media in our life'
I
We can not imagine our life without mass media. Our Information Age is determined in many respects by the mass media. The mass media do not only spread the news, they impose certain values on contemporary men. The received information moulds the way of people's thinking. Sometimes information given by television, radio, newspapers and the Internet is contradictory and man must decide which one is more reliable.
Previously it took news months to travel from one country to another; today it takes it only several seconds. People started to get news comparatively quickly with the appearance of newspapers. Newspapers are very important for a contemporary man. The choice of the newspapers is wide. Now all newspapers are classified into two groups; quality and popular. Quality newspapers are serious national papers intended for educated readers. Popular newspapers are tabloid, they are designed for common readers. Radio became widely used during World War I. At the turn of the 20th century TV became part of people's daily life. TV offers to its viewers current affairs programs, cultural programs, chat shows, sports programs, etc. It informs, educates and entertains men. The Internet is the recent innovation. It has broken the traditional frontiers and helps people to establish contacts. Due to the Internet I have found a lot friends in different countries, I have visited the greatest world museums and art galleries without leaving my apartment. The Internet is turning our planet into a global village.
To have a comprehensive picture of what is going on, people must watch TV programmes, read newspapers and magazines, use the Internet, but do it selectively.
II
Nowadays the mass media have become daily and essential necessity with contemporary men. The mass media report about various aspects of life, they form and affect public opinion.
The mass media comprise newspapers, radio, TV and the Internet. In this or that form the mass media come into every home.
The Internet was created in 1983. Since that time it has grown beyond its largely academic origin into an increasingly commercial and popular medium. The Internet connects many computer networks. The Internet has connected millions of computers throughout the world.
Newspaper are usually issued daily, weekly, or at other regular times. They provide news, views, features, and other information of public interest and often carry advertising. The first English printed news book the "Weekly News" appeared in London in 1621. In 1771 Parliament agave journalists the right to report its proceedings. Newspapers come out to provide their readers with fresh news. Today people have a chance to have full information about political, economic and cultural events in their own country and abroad.
Radio appeared earlier than TV. In 1901 ah Italian physicist named Guglielrno Marconi received wireless telegraphic messages sent from Cornwall to Newfoundland. It was hailed as a triumph. Radio underwent rapid improvement in the period before World War II. Today there are a lot of radio stations of many different types and so much variety. Talk shows and music programmes with disc jockeys are very popular.
Now almost every family in the civilised world has a TV set. Television plays an important role in our society, not only as an entertainer and informant, but also because of the grip it has on many people. Television channels easily go into people's home taking in their time and life.
My FAVOURITE BRAND
Why do I like Nike the most?
The first reason is because of quality.
I think that shoes of Nike are made by the highest quality materials. The majority of these shoes are created by natural leather and therefore they are really comfortable to wear.
Every shoe of Nike is perfectly suitable to my feet. I'm really slim person and my feet are also really slim and narrow, so I can say that I appreciate Nike so much, because these shoes are perfect for my feet. They adhere ideal and they adjust to my feet perfectly. I feel very comfortable wearing them. I think that with it is not possible to obtain a "falt feet" (this is the kind of sickness when the foot is not modelate correctly).
I can spend even whole days walking in the same shoes (of course shoes of Nike) and my feet don't get tired! Also, I don't feel any pain in my feet or legs after long wearing these shoes.
This firm is making different different kinds of shoes, My favourites are: Nie Air Royalty and Nike Capri II
Both of them are made by the most quality leather and are really comfortable. I enjoy wearing them so much!
Of course, I don't like all kinds of shoes of Nike. For example, I'm not very keen on Nike Air Max. These shoes aren't suitable for me and I don't like them appearance as well.
Anyway, everybody has different style and liking, so I think that every person can choose a pair the best for him/her.
The worst thing related with shoes of Nike is that they are really expensive. You can buy them in good price only where are big sales in the sports shops. Normally, these shoes are costing aproximatelly 80-100$ sometimes even more. However, I'm always buying them on sales to don't pay so much. I think that it;'s a good solution for the problem of money.
Good quality of shoes can be seeing also in the case of power how long we are able to wear one pair before it destroys. The majority of cheap shoes are in really bad condition after wear them more than one month. As a difference, the majority of soles of shoes of Nikes are not glued, in the majority of pairs, they are sewn and therefore they are keeping really longer before they unstick.
At the end, tell me, what is your favourite brand of shoes and what you are mostly appreciating in them?
My favorite brand without a doubt is Nike. The reason I chose Nike as my favorite brand is that Nike ensures their customers that their product will be unmatched in quality. Another reason I feel like Nike is one of my favorite brands is that I can wear Nike products in almost every facit of my life. I wear Nike's Dri-fit tee shirts to work in, and I also have Nike Golf appearl that I wear when I am playing golf. Nike does a great job in advertising and the odds are if you turn on a sporting event the players will be wearing some type of Nike appearal. Nike's unipue selling proposition lies in that advertising and that Nike customers see professional athletes wearing Nike clothes and appearing in Nike commercials. The Nike slogan "Just Do It" gives the buyer the impression that people that wear Nike are driven to accel atheleticly.
GOOD AND BAD ADVERT
Some people say that advertising encourages us to buy things we really do not need. Others say that advertisements tell us about new products that may improve our lives. Anyway, advertising is a business of making money by introducing and encouraging people to buy new products or use services. Whether it is good or bad depends on the aims of manufacturers.
In the first place, advertising is good because it tells us about new products. I cannot go shopping everyday so I watch television, read newspaper to have information about new products. In this case, advertising is helpful because both buyers and sellers have benefits. Buyers can enjoy the products and sellers have money.
Moreover, advertising is interesting. It attracts not only adults but also children. For example, in the advertisement of milk, there are both imagines and music. The imagine of milking cows singing the song “so happy together” impresses many people. Children have fun and insist their parents to buy this kind of milk. So why don’t we think advertising is one kind of entertainment?
In the second place, some people find they are being cheated when advertising urges them to buy things they really do not need. With modern technique, there are many counterfeit products and bad products. For example, the advertising of soft drink urges us to buy it. But when we drink, contrary to the advertisement, it have no effect or may harm our health. So before buying a product we should consider whether it is good or bad.
To sum up, advertising has both advantages and disadvantages. But I am sure that it is growing very fast in contemporary society. Advertising promotes a product or service. Also it encourages economy to develop. We could say it is a necessary liar in our lives. Even if you are just sitting in front of your desk, you may also find that advertising is almost everywhere: at the bottom of today’s newspaper; on the final page of your favourite magazine; in the corner of the web page which you are looking through. Advertising is a kind of communicating form which is applied to persuade or encourage people to do some action, and it has become an essential part of society especially in recent yeats. As advertising has been closely related to our daily life, it can exert large impact on us, bringing about both bad and good consequences.
THE MOST IMPORTANT QUALITIES FOR GETTING A JOB
We all work or will work in our jobs with many different kinds of people. At present, we are living and communicating with many types of people in society in general and working with those in particular. As far as I am concerned, some vital characteristics of a colleague are well-qualified, highly committed to the work and inspirable to other workmates.
The most essential quality of a co-worker today is well-qualified because this will contribute greatly to both colleagues and the company. A co-worker with good skills and knowledge is very comfortable to work with and the quality of tasks will be ensured.
Generally, this characteristic reveals that the person has perceived good education and training and often work with well-organized plan.
Having high responsibility and commitment to work is also a necessary characteristic of a co-worker. By way of illustration, a punctual member will help his or her team be successful in meeting deadlines. Moreover, a team with members who are highly committed to the task can achieve high performance. When working together, it will be really annoying to other people if their colleague is always late or does not concentrate on the job. Therefore, commitment and responsibility are among the most appreciated qualities of a co-worker.
The last but not least important characteristic is motivating other colleagues at work. In other words, this means a co-worker is inspirable to his or her workmates. Supporting and appreciating the work of others will create a great working environment. Colleagues will be enthusiastic about working; they will work more effectively, thus improving their skills. Hence, there is no doubt that company or corporation will be stably developed; all members will be satisfied and feel a strong bond between them and their company.
To sum up, it is obvious that all members of corporation will feel snug and having a great time working with people having significant characteristics above. From my point of view, these virtues will bring about great impacts on colleagues such as improving their skills, their knowledge and passions towards their jobs.
CULTURAL AWARENESS
Cultural awareness is one being aware of their personal attitudes, beliefs, biases, and behaviors that may influence the type of care they are able to render in an environment. One must be open minded and aware that their culture is not the only one that is "right". And that you cannot judge a patient based on their culture. Cultural competence is a set of attitudes, beliefs, behaviors, and policies that enable organizations and staff to work effectively in cross-cultural situations
Cultural awareness is being "aware" of different cultures. "Cultural competence implies that professional health care must be developed to be culturally sensitive, culturally appropriate, and culturally competent."
I believe that I am both culturally aware and competent. Throughout my nursing career I have offered home care for patients. It has always been interesting seeing the many different cultures deal with illness and health promotion. A home health care nurse cannot go into someone's home and just teach what they know about health promotion. The culture and the entire family dynamic needs to be taken into consideration.
Cultural awareness is being "aware" of different cultures. "Cultural competence implies that professional health care must be developed to be culturally sensitive, culturally appropriate, and culturally competent."
I believe that I am both culturally aware and competent. Throughout my nursing career I have offered home care for patients. It has always been interesting seeing the many different cultures deal with illness and health promotion. A home health care nurse cannot go into someone's home and just teach what they know about health promotion. The culture and the entire family dynamic needs to be taken into consideration.
Cultural awareness becomes central when we have to interact with people from other cultures. People see, interpret and evaluate things in a different ways. What is considered an appropriate behavior in one culture is frequently inappropriate in another one. Misunderstandings arise when I use my meanings to make sense of your reality.
As an Italian it is almost automatic to perceive US Americans as people who always work, talk about business over lunch and drink their coffee running in the street instead of enjoying it in a bar. What does it mean? Italians are lazy and American hyperactive? No, it means that the meaning that people give to certain activities, like having lunch or dinner could be different according to certain cultures. In Italy, where relationships are highly valued, lunch, dinner or the simple pauses for coffee have a social connotation: people get together to talk and relax, and to get to know each other better. If we project similarities where there are not, we might act inappropriately. It is safer to assume differences until similarity is proven
BUSINESS ETHICS
What is business ethics? According to International Business Ethics Institute, understanding business ethics can be problematic in the sense that, this field is vast, often encompassing many concerns such as corporate governance, social responsibility, reputation management, accurate accounting and audits, fair labor practices and environmental stewardship to name a few. Moreover, it generally addresses the entire scope of responsibilities and obligations that a company has to each of its stakeholders like clients, employees, shareholders, suppliers and the community. To simply define business ethics, it is a form of applied ethics where it inculcates a sense within a company’s employees on how to conduct business responsibly. Business ethics seems easy to understand but when you get to the real one, you could find yourself in a confusing situation.
A business is not one that lives in isolation; it can be an integral part in a community’s success or demise and has social responsibilities to; the community, stakeholders, and anyone who may be affected by a company’s actions. Corporate social responsibility is a term that is never used lightly and is a key role in the development of a successful and morally healthy business. “The objectives of a corporation are to outperform its competitors, presumably through preferred competitive strategies”.
“A corporation is an artificial person and in this sense may have artificial responsibilities, but ‘business’ as a whole cannot be said to have responsibilities” (Milton Friedman 65). Friedman argues that if a corporation is a separate identity and can be viewed as a person then it may have social responsibilities, and the corporate executive is the person that decides these responsibilities and has a direct responsibility to his employers. “There is one and only one social responsibility of business – to use its resources and engage in activities designed to increase its profits so long as it stays within the rules of the game, which is to say, engages in open and free competition without deception or fraud.”
Business ethics is the behavior that a business adheres to in its daily dealings with the world. The ethics of a particular business can be diverse. They apply not only to how the business interacts with the world at large, but also to their one-on-one dealings with a single customer.
Many businesses have gained a bad reputation just by being in business. To some people, businesses are interested in making money, and that is the bottom line. It could be calledcapitalism in its purest form. Making money is not wrong in itself. It is the manner in which some businesses conduct themselves that brings up the question of ethical behavior.
Good business ethics should be a part of every business. There are many factors to consider. When a company does business with another that is considered unethical, does this make the first company unethical by association? Some people would say yes, the first business has a responsibility and it is now a link in the chain of unethical businesses.
Many global businesses, including most of the major brands that the public use, can be seen not to think too highly of good business ethics. Many major brands have been fined millions for breaking ethical business laws. Money is the major deciding factor.
If a company does not adhere to business ethics and breaks the laws, they usually end up being fined. Many companies have broken anti-trust, ethical and environmental laws and received fines worth millions. The problem is that the amount of money these companies are making outweighs the fines applied. Billion dollar profits blind the companies to their lack of business ethics, and the dollar sign wins.
A business may be a multi-million seller, but does it use good business ethics and do people care? There are popular soft drinks and fast food restaurants that have been fined time and time again for unethical behavior. Business ethics should eliminate exploitation, from the sweat shop children who are making sneakers to the coffee serving staff who are being ripped off in wages. Business ethics can be applied to everything from the trees cut down to make the paper that a business sells to the ramifications of importing coffee from certain countries.
In the end, it may be up to the public to make sure that a company adheres to correct business ethics. If the company is making large amounts of money, they may not wish to pay too close attention to their ethical behavior. There are many companies that pride themselves in their correct business ethics, but in this competitive world, they are becoming very few and far between.
The study of proper business policies and practices regarding potentially controversial issues, such as corporate governance, insider trading, bribery, discrimination, corporate social responsibility and fiduciary responsibilities. Business ethics are often guided by law, while other times provide a basic framework that businesses may choose to follow in order to gain public acceptance.
LEADERSHIP
Whenever and wherever human beings are gathered together in large numbers, they need leadership. Even children need their school prefects and schools captains ! Armies need Generals. Civilians need governments, captains of industry and intellectual leaders of thought as well. Men whether of the East or the West, require to be led and each group 'throws up' its own leaders in each succeeding generation. Whether in the school-room, or on the battlefield or in governmental deliberations, people who are natural leaders and who are chosen to lead, always have the same qualities of character and of outlook.
In the first place, it is the personal qualities that count for most, in other words, the personality. A leader, in any sphere, must be someone who can be looked up to and respected. His personal judgment must be trusted and he must be able to evoke love and warmth from those he leads. So the, the first quality of a leader is that he must have the ability to win over men's hearts.
Secondly, he must have intellectual control over his followers and a mind that is capable of assimilation what is true and what is right and then of exerting this over others. It is useless, no matter what personal qualities or what intellectual prowess a man may have, if he lacks the initiative and the will to lead and to rally men around him. He must also, in his search for truth have great powers of concentration.
Again, a leader must possess this mysterious thing we call "character" is meant strength of will, clarity of mind, tenacity and determination. In other words "character" is knowing what you want to do and being ruthlessly determined to do it.
Men and women will not follow a gloomy person ! Therefore a kind sense of humor and a sense of optimism are two other essential qualities of a good leader. He must also, not only be a good judge of thins and of events, but of people too, so that he can select good subordinates. He must also show and practice such virtues as self-control, temperance and moderation, so that not only his body, but also his mind are always at their best, healthy and sharpened like finely tempered steel.
Whether a religious faith is a necessary quality of a leader is arguable. Many of our famous leaders today, are of different religious faiths and some have no faith at all. But in any event, they are all driven and motivated by some inward force and some ideology. Nehru and Tito are examples of this. So too, are Prophet Mohammed, Gauthama Buddha and Jesus Christ taken from history. These three were, if the numbers of their followers are anything to judge by, very good leaders indeed, and all of them had their own inward convictions and beliefs.
If can be said that great leaders are born with all or some of the qualities that go to make for leadership, but this is not necessarily the case. Leadership can be trained and trained and many men who may have a spark of the qualities needed, can develop and show great powers of leadership in certain situations. A war illustrates this point best of all, and there are sadly too many examples of 'leaders' whose outstanding qualities have only been brought out by the events surrounding them.
There is, too the good leader and the bad leader, of which Hitler, is a striking example of bad leader because it is possible to have all the qualities of leadership without the most important one of all. This is a moral sense of right and wrong and the right kind of "love" which is emphasized in many of the world's great religions. This is true not only of international figures like Adolf Hitler, but also in smaller figures. The "gangs" of youths, typical of both East and West, whose members are led to violence and lawlessness are invariably led and inspired by leaders without a moral sense of right and wrong.
The final test of a good leader is, of course, the question :- "Do men follow him ?" The answer will be "Yes" if, combined with strength of character, the ability to evoke love, a clear brain and a fair minded outlook, he also has a knowledge and respect for truth, honesty and fair play. Such a man surely possesses the spark of leadership and men will look p to him and follow him.
INNOVATIONS
Since the 2nd half of the 20th century the technology has been growing raipdly and it has cahnged peoples`s life to a great extent and one of the most important innovations of technology is internet.
All technological innovations especially in transportation and communication make people's life easier. Airplane and telephone helped to people to connect to each other globally. These inventions took significant place in all nations' livings. Apart from those, other innovations such as Internet facilitate all part of people's life.
Internet has many benefits. It makes us our life to be healthier.Communication between patients and doctors has become easier,more personal and more flexible.Specifically patients can get reports from doctor with online.There are many web sites have about heath and medicine.Also everyone can get useful information about illnesses and medicines.
Information is probably the biggest advantage of internet.The search engines like Google and Yahoo where you can find any kind of information on any topic that you are looking for.
Internet plays considerable role in our life. First of all, Internet is an important way to interact with other people who are your citizens, even from other countries. You can contact with them and learn various cultures and different languages. You can communicate with them by e-mail or by voice call easily and cheaply. Moreover, Internet is a way to shop internationally. You do not have to go another country to buy something. You can order whatever you want in your office or at home. If you have something to sell like a car or house, you can sell these possessions via Internet in a simple way. Furthermore, Internet helps you in your study or working life. You can reach whatever you want in accordance with your study or work. For instance, all researches, books and essays can be found and read related to your studying or working subject. In addition, Internet is a way to entertain freely to some extent. You can watch movies, listen to music, play games on Internet. Not only you amuse by yourself, but also you make fun with your online friends. Lastly, Internet is a tool to save time. For example, you can transfer money, make shopping, pay your bills via Internet. Also you can do all public procedures online related to the public institutes.
In conclusion, Internet, as an important innovation, is sometimes library where you read and write, is sometimes shopping center where you buy or sell something and is sometimes amusement area where you watch movies or play games. It is always a means that helps you interact with others and to contact to your friends.
HUMAN RIGHTS
Nowadays, the question of human rights has received a great deal of attention. Today, violation of human rights is seriously taken note of by international bodies. It is in this backdrop that most countries have set up their own independent National Human Rights Commissions.
Human rights are those rights which are fundamental for living and for normal human existence. They are based on the concept that every man and woman, irrespective of caste, creed, colour, race and nationality is born with certain fundamental rights such as, right to live, speech, freedom, justice, etc. These rights are, therefore, enshrined in the constitution of the countries. In order, that these basic rights are maintained and adhered to by the nations of the world, United Nations Organisation adopted a Charter of human rights soon after its formation. The Universal Declaration of Human rights which UN adopted on 10th Dec. 1948 enumerates some of these basic rights of man. These are rights to live, liberty and security of person, right to freedom of speech, judicial remedy, freedom of movement, right to take part in the governance of one’s country, etc. The second types of rights are economic and social rights. These are the right to work, right to live with dignity, right to rest and leisure, right to education, equal pay for equal work, right to equality, etc.
The problem of human rights is that people and countries have a different understanding of the term and its protection. In some counties political and civil rights are not given or guaranteed to all its citizens. In some other countries, economic and social rights are not enforced, so, the basic idea behind stressing human rights is that all governments should try to maintain these fundamental rights and see that all types of discrimination in this respect are rooted out.
Nevertheless, many types of discrimination and violation of human rights are seen in different parts of the world. It is true that racial discrimination known as ‘Apartheid’ as existed in South Africa formerly no longer exists in the world. Yet today, people are forced to flee their land of birth and forced to live in refugee camps under miserable conditions. Today minorities in many parts of the world have no political rights. Nelson Mandela was one of the hardest fighter against apaetheid in Africa.
Protection and maintenance of human rights is a fundamental duty of every government. International organisations and watchdogs such as, UNO, International Human Rights Commission, etc., can play a vital role in ensuring the implementation of these basic rights. Countries, especcially the democratic countries, must stand together in this respect and take necessary persuasive and even coercive actions, to see that these fundamental human rights are adhered to by people, organisations and countries all over the world.