COSC 7311 Learning Unit 6 : Global Advertising and Public Relations

Question 1

Critically discuss the assumptions of the history of public relations and advertising . 10 marks

Answer 1

• That it was Western in origin . It was in fact Middle Eastern , with the first recognized act of PR being roughly the same years as the Prophet Mohammad. Only came to the West in the 19th century onwards.
• Only used for corporate purposes : Also used by governments fighting wars throughout history , as well as by NGO’s looking to raise awareness .
• Made for manipulation : Used by democratic governments to build nationhood . Companies use it to improve customer relations
• Traditionally democratic : This is because modern companies value their input of internal and external stakeholders in their operations .
• Capitalistic in heritage . : The principles or PR can be applied in societies that aren’t purely capitalistic in nature . Extensive use of PR can be found in parts of Russia during and following the Cold War .

Question 2

Analyse the tensions created by technology , globalism , and multiculturalism within the context of global advertising and PR : 2 marks

Answer 2

• The interaction of the three variables leads to tensions that PR practitioners/Ad execs must dissolve on behalf of their organisations .
• Might be wise to define each of the three terms and give an example if an indepth question comes out .

Question 3

Examine the influence of governments , corporations and private citizens on global communication . 3 marks

Answer 3

• Corporations are becoming more and more powerful
• Governments are even starting to pale in comparison
• The rights of private citizens can’t be guaranteed if corporations keep getting more and more powerful .

Question 4

Critically discuss the effect technology can have on class stratification using practical examples .

Answer 4

• Technology has a negative effect on class stratatification.
• As it gets more and more advanced , techonlogy needs more and more cheap labour to keep being produced . So rather than break down class barriers , tech reinforces them .
• Giving tech away for free to the underpriviledged people in the third world doesn’t help as they have far more pressing short and long term needs like food .
• eg : any creation of a computer lab at a poor school . Rather make the entire area more financially stable than introduce tech sporadically that it makes little to no impact long term .