Does Chinese Investment Really Benefit Africa Essay

Does Chinese Investment Really Benefit Africa - Essay Example In terms of business, the aspect of investment signifies the acquisition of any physical product and/or services which is duly purchased by the producers expecting a considerable enhancement in their future business operations (Myles, 2003). The importance of the aspect of investment is immense for every business organisation. The proper and adequate investment eventually raises the wealth and widens the financial freedom of the business organisations. The idea of investment generally fulfils the personal goals of the investors and also increases the social responsibility towards employees’ family members as well as the community (Myles, 2003). This particular paper broadly aims towards establishing whether the Chinese investments made especially in African continent can be regarded as beneficial. In this connection, various aspects that include the overall investment scenario made by China particularly in Africa along with critical evaluation of Chinese investments in Africa will be presented throughout the discussion. A Brief Overview of the Chinese Investments in Africa The African continent is recognised to be a significant emerging player, especially in the global market. It is also viewed as the most prominent destination for making investments followed by other countries that include China as well as India globally. This is owing to the fact that the establishment of modern technologies along with raising revenues especially from the few of the commodities that include oil and other valuable products in Africa which eventually boosted the financial development along with the advancement of the country. Due to these significant reasons, Africa is emerging as a great investment destination for several nations similar to China. Particularly, the western part of Africa is observed as one of the rapidly growing destinations in terms of investments, especially in the mining segment (Deming, 2010). In this connection, China continuously is forming up bet ter as well as enhanced financial relations with Africa by taking into consideration the emerging worldwide scenario of the African business market. It has further been observed that the African continent is very rich in terms of natural resources that might boost the economy of China to a large extent. However, the country is observed to lack superior infrastructure as well as technology. Thus, the requirement of superior infrastructure as well as technology in Africa include telecommunication systems, roads, computer network systems and power generation among others eventually broadened various opportunities for the Chinese industries or companies to make investments in the African continent (Deming, 2010). It has been apparent that between the year 2007 and 2008, the business trade value between China and Africa was raised by 45 percent. During that year, the total business dealings between the two nations were estimated to be approximately $106 billion (Deming, 2010). However, d ue to the emergence of worldwide financial crisis, a few of the developed Western countries had decided to reduce the volume of investments particularly in Africa. On the other hand, China viewed this particular fact as a business opportunity with the intention of expanding its market share in Africa. It has also been observed tha

Discursive Weapon in the War in Iraq Essay Example | Topics and Well Written Essays - 1000 words

Discursive Weapon in the War in Iraq - Essay Example Though the weapons used by the Iraqi militants were the cause of mass destruction, human life was harmed by a greater extent. The objective of the war, as addressed by George W Bush, US President and Prime Minister of British Tony Blair was the initial step to free the people of Iraq and western Democracies from the threat of Saddam Hussein. The tie of Iraq with Al- Qaeda terrorist network was the reason of threat for the Bush Government and the 9/11 terrorist attack on the US traumatized the people of America at large. One of the key concepts relating to the article is that it emphasized various significant aspects that include technological weapon system, military hardware, surveillance and intelligence used by the governments to minimize the damage of war and the resulted threats that impose over the common people. The style of journalism was determined based upon the reporting style which assisted the people to understand the situation of war. The truth and the morality were the key factors of reporting that depicted the American war front to be sophisticated in comparison with Iraq. The war reportage plays a decisive role in defining the conflict and its contribution towards upholding legitimacy along with illegitimacy at large. In precise, it can be affirmed that this article emphasizes revealing the significance of reporting during warfare (Gasher 209-224). SECOND ABSTRACT This particular reading explores the notion of representation which can be apparently observed to capture a new along with a significant place in a rich diversity of social identity and culture. It has been argued in the reading that representation is an integral part of the process by which a meaning is created and exchanged between members of diverse culture. It generally involves the utilization of languages, signs along with images that represent any particular object. The thought of representation is based on three concepts that include constructionist, reflective and intentional approach which links language and meaning to culture. According to the reading provided, it can be viewed that every representation has its own meaning which is expressed through language or any other forms and even, the complex meaning of representation is understandable by every individual. Representation is often regarded as the construction of meaning which is used to bridge the gap between a concept and a language. Also, the signs and the codes that are expressed in various representation forms explain the same meaning to every individual. The sign of a language is effective only when it is expressed in the same manner to others. Moreover, the visual signs can also be interpreted by using the conceptual theory and the language system. The theories of representation when reflective, expresses the true meaning of the objects, which is same for the entire world. It has been argued in the article that codes are critical for deriving appropriate meaning as they are duly considered a s the result of social conventions and form a vital part of the culture (Hall 15-64). THIRD ABSTRACT In this article, newspaper is seen as a complex of simultaneous messages, with pictures and captions. According to the readings of the article, the total representation of the newspaper can be segregated into two forms such as visual and textual. The photographs present in newspapers not only comprise written remarks but also images that represents a sense of meaning for the readers. The significance of the readings of this article is to elaborate and analyze the message of the photographs present in the newspapers. According to the author i.e. Barthes, the photograph provides a â€Å"perfect analogon† of the representation of the object in the form of a picture. Moreover, the author

Human resource management Essay Example | Topics and Well Written Essays - 2500 words - 1

Human resource management - Essay Example Personnel management, on the other hand, is mainly concerned with the management of the workforce instead of resources, according to Armstrong (2008, p. 98). Personnel managers, unlike human resource managers mainly handle administrative duties such as ensuring that the immediate needs of employees in an organisation are met so as to ensure effective working environment. Koster and Koster (2007, p.6) also note that the two management functions also differ in terms of the nature of relations. In this regard, whereas HRM focuses more on group interest by ensures that the needs of all the employees in an organization are met, personnel management, on the other hand, focuses more on the interest of an individual employee instead of the group as is the case with HRM. In this regard, the management and employees exhibit a contractual relationship where one recruits and others perform according to Koster and Koster (2007, p.6). Koster and Koster (2007, p.7) allude that the duo also differ i n terms of management and power relations. In this regard, whereas power in HRM is highly decentralized and is shared between lower and middle level management groups. Power in personnel management is highly centralized. ... Armstrong (2012, p.44) argue that line managers plays crucial roles in the organisation by helping in ensuring that the human resource functions are discharged accordingly. The important roles of a line manager have particularly been seen in NHS that has a line manager working alongside the HR manager. Some of the principal duties performed by line managers at NHS include supervision, staffing, and ensuring that employees work in a safe and healthy environment. Regarding supervisory functions, line managers at NHS keeps maintain direct contact with all employees at the hospital through engagement. This gives them the opportunity to monitor the quality of work performed by employees in the course of their duties. At the same time, line managers ensures that every employee report to their duty station in time to ensure effective and timely delivery of services to patients at NHS hospital. Supervisory duties of line managers is very crucial because it also ensures that any vacancy that may arise due to absenteeism or unknown reason is filled to ensure timely discharge of duties according to Armstrong (2012, p.45). Armstrong (2012, p.45) also reveals that line managers can sometimes take up the position left vacant while awaiting the arrival of an employee so as to ensure that no work is left unattended. In addition, line managers ensure that all personnel are present to ensure that no department is left unmanned. Armstrong (2007, p.512) also notes that the line manager at NHS in collaboration with HRM ensures that the hospital has enough staff. In this regard, in case of a shortfall, the line manager is expected to report the matter to the HRM to enable the organisation to hire someone to fill the vacancy. In addition, a line manager as

Labour education and extensive employee development Essay

Labour education and extensive employee development - Essay Example Employee learning explains the process of acquiring knowledge through curiosity to learn. It is a mind-set that has anxiety to get information. Employee learning and labor education will definitely increase the abilities and competency of the employee (Dixon, 1999). Employee development and labor education have become the burning questions for today’s human resource management. Increased downsizing brought by organizational change has amplified the needs of employee development because the labor is needed to be more flexible and responsive at all levels. In the recent years, employee development schemes have seen exponential growth because the learning atmosphere in organizations is boosting. Donaldson (1993) asserts that the organizations have realized the importance of workforce and the need for their education and development in work place (as cited in Lee, 2012). Developing employee abilities can make them more adaptable to internal and external working requirements and definitely add to their learning and confidence which bring in higher productivity to the organization. A research by Lound, Rowe and Parson (2001) confirms that EDS (Employee Development Schemes) have been employed at extensive levels both in public and private organizations. These schemes add loyalty, confidence, and commitment which boost learning in the work place. IRS (1993) puts it as: â€Å"Employee development schemes are proving to be one of the successes of human resource management. They can have real business advantages, creating some of the right conditions for organizations to transform themselves into what has been called the ‘learning organization’, but what might as appropriately be termed the ‘continuously changing organization’, given economic imperatives and a positive impact on individuals’ self-esteem and confidence (as cited in Maguire, 1997). Chris Argyris referred to this commitment as a â€Å"psychological contract†

Marketing Assignment Essay Example for Free

Marketing Assignment Essay My chosen retailer is Pick n’ Pay which is a company owned by South African entrepreneur Raymond Ackerman in 1967. Pick n’ Pay was able to gain a large share of the market because Raymond Ackerman’s policy of putting offering customers the best value for their money before profit maximisation and various social responsibility programmes have made them a household in South Africa. Question 1 Pick n Pay bridges the following gaps: * Space. * Time. * Information. The space and time, value gaps are bridged by pick n’ pay, by establishing what the market really wants and providing consumer what they want at the right price in the right environment. -Information on products is readily available in stores during promotions and generally accessible in store. -Pick n’ Pay offers financial services like credit on large purchases like appliances. -Through bridging these gaps Pick n’ Pay has been able to establish long term relationship with consumers. Question 2 An organisation has to perform its primary amp; auxiliary marketing activities efficiently and in a timely manner to ensure that the needs/ of the customer are met. Pick n’ Pay also owns its own transportation fleet so they have more control over meeting demand on time. * Pick n Pay conducted detailed market research in order to properly serve its market as all store formats are as diverse as the geographic area they operate in, from the large hypermarkets to the express stores in petrol stations, they cater to all different market segments. Pick n’ Pay also own Boxer supermarkets which cater to low income groups such as rural areas. * They form of standardisation and grading is their policy of giving consumers double their money back on Pick n’ Pay products if they not satisfied with the quality, This policy enabled Pick n’Pay to gain the trust of consumer which translates into Customer loyalty. All other products offered by Pick n’ Pay have to follow certain regulations before being offered to the public. Pay has to take the necessary steps to ensure that products like fruits are available all year round which means such products need to be stored in fridges and other products have to be stored properly so they don’t get damage before getting to the actual store so they don’t incur any losses. * The risk of loss or damage is to be mitigated by the form of having insurance policy to cover the business. * Pick n’ Pay borrows money from banks to cover the day-to-day operations; Raymond Ackerman says many businesses that were destined for greatness failed because they didn’t have enough cash to run their daily operations. I would say Pick n’ Pay uses the societal marketing-oriented concept because of their environmental initiatives which have even gained the organisation a Sunday Times Top Brand Grand Prix award for the company that did the most to promote â€Å"green† issues and social upliftment of communities. Raymond Ackerman stresses the importance of doing â€Å"good† business which means implementing sustainable practices in the work environment and doing what the business is obligated to do in terms of social responsibility. Here are some environmental initiatives have introduced: * Green Products- Products that are 100% recyclable with active ingredients that are made from sustainable,natural ingredients. * Introduced limited edition eco-friendly bags to limit the use of plastic bags * Pick n’ Pay vehicles use a low sulphur content diesel and ozone-friendly lubrication oils. * Setting up recycling points at Pick n’ Pay stores * In 2009 they opened up 3 Pick n’ Pay express stores, starting a new era of green retailing. These type strategies will gain the business long term customers because of its awareness of contributing positively to the environment. Question 4 I would say my chosen retailer has evolved to this level because they the good relationship it has with its stakeholder that’s why they have been able to offer the market such good prices and within any business you need to maintain good relationship with your suppliers for example, this would ensure that everything is delivered in a timely time and with your employees to ensure that their product are product and know what’s expected of them. Pick n Pay has a number of policies and guidelines to govern relationships with its stakeholders so every interaction with its stakeholders is morally sound and is in line with the correct practices so that customers are satisfied and customers are retained. Question 5 5. 1 The micro environment of Pick n’ Pay is its internal stakeholders which would be: * Employees * Investors * Management The business has full control over this environment. The market environment is the outside of the business and the business can only control this environment to a certain degree. The market environment comprises of: * Suppliers * Competitors- Checkers,Spar,Woolworths. * Customers * General Public – Brand Perception and Brand awareness. 5. 2 Pick n Pay is a company that focuses a lot on physical environment and socio economic issues as it recognises the importance of sustainability practices in its business due to the fact that natural resources are not available in infinite quantities and the damage us humans are doing to the environment. Pick n’ Pay has also implemented programmes that challenge socio economic issues such as unemployment. Here some the changes and programmes implemented to adapt to changes/trends in the macro environment: * Setting up recycling points at Pick n’ pay which in turn provides employment. * â€Å"Green† products – 100% recyclable products with natural active ingredients that don’t harm the environment. * BEE programmes which allows people from disadvantaged backgrounds to own a Pick n’ Pay franchise store. * Pick n’ Pay company also recently extended its ‘Green Range’ of household products to include garbage bags made from 100% recycled material, 70% of which is post-consumer recycled materials.

Results negatively Essay Example for Free

Results negatively Essay According to this result then, we must accept the null hypothesis that there is no significant association between the age of the children and the ability to conserve number. Discussion Having analysed the results, with the df of 5, the critical value for an alpha value of 0. 05 is 11. 07 and because our figure was smaller than this, the result becomes non-significant. Consequently, there was no significant relationship between the age of children and their ability to conserve number. Hence the experimental hypothesis was rejected and the null hypothesis accepted. Compared to the 3 year old children, the 5 year olds conserved slightly better. Only 4 of the 3-year-olds got the right answer whereas 5 of the 5-year-olds answered correctly. Having said this, 3 year old tended to get more wrong answers. 8 of the 3-year-olds got the wrong answer, compared to only 5 wrong answers from the five-year-olds. This shows that there may be a slight difference between 3 and 5 year olds in conserving number, as 5-year-olds seemed to conserve better. Also during the experiment it was observed that, in the 3-year-old condition, 2 out of 7 children actually counted the blocks before answering. In contrast 5 out of 7 children counted before answering in the 5-year-old condition. The fact that those who did not count still got the right answer could be put down to the child simply guessing. As the outcomes of psychological experiments are often subject to uncertainty, interpretation is required in order to find out whether or not there is an association between the independent variable and the dependant variable. Similarly, there could be many different reasons as to why these differences occurred. Although this study did not portray any significant gender differences, variances in gender must be taken into account. The environment a child grew up in could effect their ability to conserve. Factors such as the childs parents financial position and educational status could effect the intelligence of a child. Due to lack of learning resources, the childs education could suffer because they are not able to achieve their full potential. In addition, biological and innate elements could account for the differences between the ability for the child to be able to conserve. Some children may be predisposed with such genes, which may hinder their progress. The results of this study agreed with Piagets views and conclusions. According to Piaget, the child did not posses the concept of the conservation of number. Similar to Piagets experiments and results, this study also found that there was no significant association between the childs age and the ability to conserve. Conversely, this study refutes Light et als conclusion that maybe Piaget underestimated the childs ability and stated that children can in fact conserve number. In a psychological experiment there are many components which could have effected the results. Similarly, the sample size of this experiment could have led the results to be non-generalisable. The sample size was extremely small this could have effected the results negatively. Firstly it lacks validity and reliability because the results could not be generalised. Secondly, if more children were used there was more chance of the results being reliable. In addition, there were many methodological problems, which could have biased the results especially due to the fact that the participants were children. During the course of the experiment, it was noticed that the children tended to give the experimenters opinion rather than their own by imitating the experimenters words. For instance, when the child was asked if the cubes were the same, less or more, then they tended to answer more. Conversely, when these same three words were said in a different order, the child still tended to repeat the experimenters last word. A way of eliminating this problem could be by asking the child to write their response down. Alternatively, a computer could be used to lessen the interaction between the experimenter and child, in order to use these two methods. However, further investigation maybe required, as some children may not be able to read or write. Another, vital observation was made, some children, especially the three year olds tended to treat the experiment as a game. After one answer, they wanted to start playing with the cubes. This problem could be overcome by making the whole process a bit more interesting for the child. Other factors, which were not directly visible, were that firstly, children may not understand what is being asked of them to do, therefore their answer may reflect self-desirability. Secondly, children especially the three-year-olds, do not always realise the difference between real and make believe. Thirdly, adults may find it difficult to relate to children as their emotions and ways of thinking contrast. Fourthly, children should be relaxed, they might feel threatened at the slightest of things. In addition, children need an incentive or motive to do something for someone and are very easily influenced. A cognitive explanation of this is that children have short attention spans therefore get bored easily and want to do something else. Having said this though, problems like these exist in every experiment regardless of whether the participants are children. The sign of a true experiment is one, which devises new techniques to overcome the difficulties. In conclusion, it can be said that the findings of these studies are in line with previous studies, specifically Piagets. Therefore according to this study results children still do not have the ability to conserve number.

Representations of media in film

Representations of media in film Question 2: Compare and Contrast the Approaches to the Representations of the two different Media in Almost Famous (2000) and Anchorman: The Legend of Ron Burgundy (2004). Word count: 2305 Almost Famous is a 1998 American film directed by Cameron Crowe, it tells the story of the 1970s American hard rock band Stillwater struggling in the harsh face of stardom from the perspective of a Rolling Stone Magazine journalist William Miller (Patrick Fugit). Anchorman: The Legend of Ron Burgundy is a 2004 American parody film directed by Adam McKay, it tells the story of how Ron Burgundy (Will Ferrell), a famous television news anchor in San Diego, descends from fame and later comeback. I choose these two films as both protagonists William Miller and Ron Burgundy are from San Diego and these two different stories happened in the same period of time – mid 1970s. They both portray the media effects on audiences and their reaction to these audiences. In Almost Famous, audiences are portrayed as active to the music industry and have a good knowledge of the entertainment business. In contrast, audiences in Anchorman are presumed as passive receivers of TV news information rig ht at the beginning. It lacks serious critics of events. Females are presented considerably in both films as important but a menace to the male characters. Almost Famous treats women less seriously but females are free to do what they like. On the contrary, female characters in Anchorman are constantly under male power and cannot do what they want but they are treated more justly as a practitioner within the industry. Both films shed light upon the gender inequality in a serious tone. I am going to use theories of ‘reflexivity’ to examine how audiences are portrayed respectively in two different types of media. I will also use the theories of ‘self-reflexivity’ to compare the difference between two industries in terms of the production and competition. I will use ‘intertextuality’ to discuss the genres of two films. Reflexivity, argued by Rosenberg (1990. p3), refers to the process of an entity acting back upon itself. Almost Famous and Anchorman both reflected the media effects on audiences. Almost Famous started its story in the house of the Millers. The first actual audience mentioned in the film is William Miller’s sister Anita Miller (Zooey Deschanel) who is a real fan of rock n’ roll music. She is an inner-directed person and regards rock n’ roll music as an integral part of her life and her future. Elaine Miller (Frances McDormand), mother of William and Anita, is a traditional-minded woman who teaches in a local college. Her ideas would not allow Anita to get involved with the low culture she deemed. Anita angrily leaves her home at the age of 18 and starts her career as an air stewardess. At the very beginning of the film, the notion of ‘audience’ is seriously examined. The first audience of music is portrayed as brave and, most-importantly, fully awar e of their own behaviours and wants. Before Anita leaves home, she holds her brother William and tells him ‘Look under your bed’. Judging from those worn surfaces of records and the notes she made on each one of them, we can speculate here Anita has been a very loyal fan and has spent much time, energy and money on the medium she consumes. William is clearly influenced by her sister as he later grows up to be an even more loyal fan to rock music. It would be hard to imagine that in such a strict household, an obedient young child like William Miller will grow up to be a journalist on rock n’ roll which is against his mother’s will. He often writes for Creem magazine and knows every song from his lyrics. The devotion wins the chance for him to make friends with musicians as he uses the word ‘incendiary’ to describe the ‘Fever Dog’ song of Stillwater right in front of its members. His passion in pursuing his career as a journalist e ven makes him give up the chance of attending his graduation ceremony. Another important character inside the film is Penny Lane (Kate Hudson), the founder of Band Aid. She gathers friends to support bands they love instead of just passively listening to their songs without thinking. Penny and William sometime challenge the thoughts of their idols and will give them some constructive ideas. The sad thing is that they have never been regarded seriously until the very end of the film. Anchorman also examines the media effect on audiences but in a less serious tone. From the beginning, a non-diegetic voice narrates the traits of television audiences in the 1970s – ‘There was a time, a time before cable, when the local anchorman reigned supreme, when people believed everything they heard on TV’. This statement at the very beginning positions TV audiences as passive receivers of information. The first time when Ron Burgundy starts broadcasting, an old rocker-like man yells in a bar ‘hey everybody, shut the hell up, Ron Burgundy is on’. The following scene is a toddler saying her first words ‘Ron Burgundy’. It is a clearly a computer generated scene. However, it is a metaphor of the overwhelming power of television in 1970s. ‘Stay classy San Diego’ is what Ron Burgundy says every time at the end of his broadcasting. Then we see people from different places (home, bar, work place), young or old, white or black , repeat after Ron. This scene fortifies the idea of Television’s manipulation over audiences. In a general case in film, males are often portrayed as heroes who struggle and females are put to a less important position (Mortimer, 1997). In both films, females play a great part of the plot but inevitably become portrayed as sex objects. In Almost Famous, Penny Lane and her band aid claim to be supporters of band only, however, ironically, they failed to escape the fate as groupies. Penny Lane is in a very subtle but intimate relationship with Stillwater’s guitarist Russell Hammond (Billy Crudup). In many occasions Penny is braless and wears a very thin top or blouse. When the band Stillwater travels to Cleveland, Penny Lane and Russell Hammond are flirting with each other and Penny only wears her panties. There is even short scene showing her breasts and her full naked back. Other girls, for example, Polexia (Anna Paquin) is one hundred percent a groupie who tried every time to make out with rock stars and even travels all the way from America to Europe to be with Deep Purple. When William Miller is writing his ideas for Rolling Stone magazine in a bathtub, Penny comes straight in to pee just in front of him. Later William is dragged out by three other young women into bedroom. They claim to ‘deflower Opie’ and ‘Opie should die’. Later we see the pace of imaged has been slowed down, the vibe on the screen becomes highly erotic when they start to undress William and themselves. In Anchorman there is only one woman who has been seriously portrayed – Veronica Corningstone (Christina Applegate). When she enters the Channel 4 News station for the first day, members from Channel 4 News Team try to seduce her and refuse to take her seriously as a journalist or a colleague. Veronica became the object of their sexual imagination when they talk about her good body inside the office. Later Ron tries to date her and succeeds at that night and has sex with her. When Ron talks about her life with Veronica in the future with his teammates, Veronica is only wearing a cook apron. The conversation is highly erotic too and Veronica in his imagination is a full-time housewife without any careerism. The image of women is degraded and the relationship between male and female protagonists becomes obvious. Women are portrayed as men’s most important and shiny ‘accessories’, however, to a certain extent, they are a threat to the career of the male prota gonists. The flight scene in Almost Famous exposes the promiscuous relationships between band members which cause a huge brawl between them. In Anchorman, Veronica, with her talent and hard work, makes Ron out of job and takes over as the Channel 4 New anchor. In both films, ‘women function as erotic objects both for the characters within the story and for the spectator, who identifies with the main male protagonist and derives a sense of omnipotence from this identification’ (Mulvey, 1975. p14). Talking about gender inequality, it is a different landscape between these two films. Women in the music industry are more likely to be themselves. They choose their favourite music, the bands they watch, the food they eat, the place they are and the life they want. Being a journalist in the Television industry, Veronica is not lucky enough to be like them and choose the things she likes to do. As she mentions ‘it is the same everywhere that men make jokes of women. To be the best journalist is the way to get respect’. The good thing is that Veronica achieved success and became the first female anchor in America. And later the configuration of having two anchors, one male and one female, report news is nowadays a fixed form. Females inside television industry are treated more seriously as ‘women’ in contrast to ‘sex objects’ in music industry. ‘Self-reflexivity is used to describe films or texts which self-consciously acknowledge or reflect upon their own status as fictional artefacts or the processes involved in their creation’ (Krenn, 2007. p36). Almost Famous exposes some of the ugliest facts about the rock music industry. Hypocrisy is the most severe problem within the industry and inside people. The first time William meets Jeff Bebe (Jason Lee), Jeff tries to glorify himself by stating ‘rock n’ roll is a way of thinking, a life style. Fame and money are not important but the chicks are great’. He sounds like a rascal who is desperately for staying the spotlight, a hobo who is desperately to be cool. When he says all these things, we can see that Russell is looking at him contemptuously which shows that he knows Jeff is pretending to be someone he is not. Russell, compared to Jeff, has a more honest attitude on music. He tells William what makes a song is actually those tiny mistakes. You need only one in the song, and it is what makes fans remember it. The production process in Anchorman seems not very professional. The film constantly shows the mistakes inside Channel 4 News Studio such as the mistakes on the teleprompter and Ron Burgundy’s grumpy character and his low IQ (e.g. He reads out anything he sees). The sense of responsibility is different in two films. Stillwater gives up a show half way and leaves the venue straight away. In television news industry however, when some emergencies happened, there is always a back-up plan to keep thing going. Mead (1934) and Cooley (1902) showed clearly that ‘reflexivity among human beings is rooted in the social process, particularly the process of taking the role of the other and of seeing the self from the others perspective’ (Rosenburg, M. 1990, p3). The Rolling Stone magazine which trashed Eric Clapton’s ‘Layla’ also ended the career of Stillwater. They hasted too much to be famous but lost themselves. William’s article wakes them up but it is already too late to re-establish a good public image. Ron Burgundy learnt from his failure and realised the hard work of Veronica, he finally got to know who he should be and together they made a huge progress for television news industry. The most hilarious sequence in Anchorman is the fight between five news teams. They fight each other near a factory which make people think of the typical gang fight scenes in other films. The fight is fierce and the casualties are heavy. The siren of the police ends this chaos. This is a satire of the vicious and sometimes illegal competitions for higher ratings inside the television news industry. ‘Intertextuality strongly linked with postmodernism, designates, in its narrow sense, the ways in which a film either explicitly or implicitly refers to others films (e.g. through allusion, imitation, parody or pastiche), or in its broader sense, the various relationships on (film) text may have with other texts’ (Nelmes, 2012. p191). Both films are based on historical events, so they are themselves inherently examples of ‘intertextuality’. Almost Famous is a drama in terms of genre. It vividly retells the stories of a band which failed to become a hit. It tells us a story about chasing dreams and making mistakes. Those pieces of fine music are an intertext of nostalgia for old good times. Anchorman is a parody and this decides it will not analyse events in a more serious fashion, but it shows a historic event of women being recognised in the television broadcasting industry. It is these use of techniques of intertextuality that add power of credibility to the films. Compare and contrast the representation of media in these two films, the media’s effect over audiences has been examined in both films. Almost Famous tends to analyse the audience’s reaction to media effect from the perspective of individuals. Most notably, it uses three characters, William, Anita and Penny, to show audiences’ active reaction to the medium they love and live on. Anchorman tends to present television news audiences as a passive whole group. The individual characteristics are diminished. Both films recognise the importance of females inside the society. Females in Almost Famous have more freedom to do what they like but failed to be taken seriously as ‘women’ by the society. In Anchorman, the gender inequality is a more prominent problem but females are justly treated as ‘women’ with dignity and characteristics. They both used ‘intertextuality’ to create the sense of reality, but one with a more serious tone as a drama and the other less critical as a parody. Bibliography: Cooley, C. H. (1902) Human Nature and Social Order. Charles Scribner’s Sons. Krenn, S. (2007) Oriental and Postmodern Elements in Moulin Rouge!. Università ¤t Stuttgart Deutschland Mead, G. H. (1934) Mind, Self and Society: From the Standpoint of s Social Behaviourist. Chicago: The University of Chicago Press. Mulvey L. (1975). Visual Pleasure and Narrative Cinema. In: L. Braudy and Marshall Cohen (eds), Film Theory and Criticism: Introductory Readings. New York and Oxford: Oxford University Press, 1999, pp.6-18. Nelmes, J. (2012). Introduction to Film Studies. 5th Edition. London: Routledge. Rosenberg, M. (1990) ‘Reflexivity and Emotions’ in Social Quarterly, Vol. 53, No. 1. (Mar, 1990), pp 3-12. Fimography: Almost Famous (2000). [Film] Directed by Cameron CROWE. USA: Dreamworks. Anchorman: The Legend of Ron Burgundy (2004). [Film] Directed by Andy MCKAY. USA: Dreamworks. 1