MEDIA ETHICS AND INFLUENCES

Media Ethics and Influences: The Case Study from the Apprentice UK 2012



Media Ethics and Influences: The Case Study from the Apprentice UK 2012

Case Background

The Apprentice is a British reality television series in which a group of aspiring young businessmen and women compete for the chance to work with the British business magnate Lord Sugar (previously known as "Sir Alan Sugar"). In series one to six, the prize was a £100,000-a-year job as an "apprentice" to Sugar, and winners went on to work at Amstrad, an electronics manufacturing company founded by Sugar (but since sold to BSkyB), or one of Sugar's other companies, Viglen, Amspropor Amshold. In series seven, the prize changed to a £250,000 investment in a business of the candidate's creation, with Lord Sugar as a 50% owner (Keating, 2005).

The Apprentice, billed as a "job interview from hell", is very similar in format to the American series of the same name, which stars entrepreneur Donald Trump. Both American and British versions of The Apprentice are produced by Mark Burnett.

Critical Analysis

There are many groups that manipulate media and information because they are aware of the power that the media have to influence the consciousness of people, and that is why the media have a moral responsibility to disseminate information with a sense of ethics for the benefit training of children, youth and society, as the media are precisely those that influence the individual's consciousness, make up the mind and shaping the vision of things (Merril, 1999l, pp.1-25).

While corporate responsibility occupies a growing place in reputation strategies, as well as in relationship-based marketing and stakeholder relations, very little research has been conducted on how these strategies are represented over time in news media. A notable recent exception employs a constructionist framework to analyze how media assertions concerning corporate responsibility transform the claims of media. The authors observe that hostile coverage or coverage focused on problems more than solutions and reliance on individuals with extreme views as sources of information may have discouraged some media from undertaking corporate responsibility initiatives and reporting the results.

Media Ethics

The media has become a major factor of our times and the influence it has on people young and old. You would think that the world has enough influence all around them during their everyday lives and then we come home and turn on our televisions, pick up a newspaper, a magazine, or even the computer and it is all right there. Over the years the media has been more open and I believe that has a lot to do with the growing of our minds and our children's minds and they are just trying to keep up and keep people interested even though it may be a little risky to show no matter what station it is on. We have to be careful and protect ourselves and our children from what they may see or hear on the television now and days (Office of Communications, 2011, ...