Media in Business Studies: The Apprentice and The Corporation Laura Pinto Fall 2005

2 Session Objectives Provide an overview of key media literacy conceptsProvide an overview of key media literacy concepts Discuss how media literacy applies to business studiesDiscuss how media literacy applies to business studies Examine ways in which The Apprentice and The Corporation can be used in business classroomsExamine ways in which The Apprentice and The Corporation can be used in business classrooms

3 Media Literacy Defined Viewing or reading any media message, even newspaper and magazine articles, critically by being aware that:Viewing or reading any media message, even newspaper and magazine articles, critically by being aware that: –All media messages are created by someone for a specific purpose and target a specific audience or audiences, and are constructions and the way they are constructed includes words, images, and sounds. –People interpret media messages differently, based on their own experiences and even prejudices. –Each media message represents someone's social reality, and can be skewed by editing, choice of words, choice of music, etc.

4 Key Media Literacy Concepts 1. All media are CONSTRUCTIONS. 2. All media construct REALITY. 3. AUDIENCES negotiate meaning in media. 4. Media have COMMERCIAL implications. 5. Media contain IDEOLOGICAL and VALUE messages. 6. Media have SOCIAL and POLITICAL implications. 7. Media have UNIQUE AESTHETIC FORM that is closely related to CONTENT. Media Literacy Resource Guide: Intermediate and Senior Division. Toronto: Ontario Ministry of Education, 1989.

Taking a closer look at…

6 Overview of The Apprentice Season 1 – early 2004Season 1 – early contestants, 2 teams, weekly competitions culminating in the boardroom segment16 contestants, 2 teams, weekly competitions culminating in the boardroom segment Used by professors and teachers across North America – though its applicability has been contestedUsed by professors and teachers across North America – though its applicability has been contested

7 How The Apprentice fits into the business curriculum Two approaches to classroom use:Two approaches to classroom use: Functional Assumes that the program is relatively realisticAssumes that the program is relatively realistic Allows students to evaluate contestant performance based on their prior business knowledge and/or compare to textbook casesAllows students to evaluate contestant performance based on their prior business knowledge and/or compare to textbook cases Some teacher have students “duplicate” Apprentice tasksSome teacher have students “duplicate” Apprentice tasks Critical Thinking Questions how the program “constructs” the business environment presentedQuestions how the program “constructs” the business environment presented Investigates subtle cultural and business norms impliedInvestigates subtle cultural and business norms implied Examines issues of equity and diversity in businessExamines issues of equity and diversity in business

8 Themes to explore in The Apprentice Functional themesFunctional themes –marketing, negotiation, entrepreneurship, group dynamics and teamwork, management, employability skills Critical thinking themesCritical thinking themes –power, stereotypes, gender (e.g., glass ceiling), diversity (e.g., cultural and business norms that might disadvantage some cultural groups

Taking a closer look at…

10 Overview of The Corporation Explores the implications corporations as legal “persons” whose prime directive is to produce profit for shareholders regardless of costsExplores the implications corporations as legal “persons” whose prime directive is to produce profit for shareholders regardless of costs Examines corporate actions as they relate to the WTO criteria for a psychopathExamines corporate actions as they relate to the WTO criteria for a psychopath Uses current events and interviews with corporate leaders and pundits to illustrate pointsUses current events and interviews with corporate leaders and pundits to illustrate points Criticized by some for being too one-sidedCriticized by some for being too one-sided

11 How The Corporation fits into the business curriculum Particularly useful to explore ethical issues across business subjects: intro to business, marketing, entrepreneurial studies, accounting, and organizational studiesParticularly useful to explore ethical issues across business subjects: intro to business, marketing, entrepreneurial studies, accounting, and organizational studies Provides a wealth of scenarios and interviews that can be applied in multiple contextsProvides a wealth of scenarios and interviews that can be applied in multiple contexts

12 Themes to explore in The Corporation Labour practices in developing countries (fair trade)Labour practices in developing countries (fair trade) Ownership of “commons” (privatization of resources)Ownership of “commons” (privatization of resources) Advertising to childrenAdvertising to children Stealth marketingStealth marketing Advertising and public spaceAdvertising and public space Social responsibility and accountabilitySocial responsibility and accountability Corporate involvement in governmentCorporate involvement in government Influence of corporations on societyInfluence of corporations on society

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