The Ethics of Illegal Downloads

The Issue
In 1998, the P2P (person to person) mp3 file-sharing application Napster became increasingly popular with online users.  This file-sharing system allowed thousands of users to access and obtain digital copies of music free of cost.  As a result of Napster's mass appeal, compact disc sales noticeably decreased.  The Record Industry Association of America sued Napster and founder Shawn Fanning for copyright infringement and won.   Following the case, congress assessed the new copyright problems that were arising from the widespread use of the internet   In 1998, Congress passed the Digital Millennium Copyright Act which "made it a crime to break through any technology intended to secure digital copies of software, literary works, videos, and music." The Digital Millennium Copyright Act was the first attempt to secure legal, intellectual property rights for works available online. An individual may use a work for noncommercial use, as long as the use thereof does not interfere with the copyright holder.  In the course of its existence, Napster threatened the fiscal profits of the RIAA, which affects not only the artists, but producers, writers, record labels, distributors, etc of the copyrighted material.

The Ethics
Morals are defined as "an individual's code of behavior based on religious or philosophical principles, and define what is right and what is wrong."  Whereas ethics is the rational assessment of one's "competing moral principles." The process of ethical evaluation helps the individual determine which course of action is right, and which is wrong, when there is no clearly defined code of conduct.

John Stuart Mill, a 19th c. philosopher, advocated his theories of utilitarianism, which proposed the maxim with which to conduct oneself in ethical analysis as "the greatest good for the greatest number."  According to Mill, the greatest virtue is that which "provides the greatest happiness for the greatest number," regardless of an individual's personal gain or happiness.

As it pertains to the act of illegally downloading music, an individual who would engage in such behavior would be in violation of Mill's principle of utility.  Such an act would only benefit the individual who is illegally obtaining the file, while the act itself would be harming a greater number of people, including the artists, writers, recording company, etc.  The chain of people affected by the commerce of the media industry indicates that this socio-economic system benefits a number of people when properly adhered.  Therefore, if an individual goes against the greatest good, i.e. adhering to the economic system of purchasing goods through legal venues, than the individual is engaged in a wrong course of action.  In this situation, the individual who is evaluating his or her ethical principles may think, "it is immoral to steal, regardless of from whom", but simultaneously think, "it is moral to promote my personal musical exposure, which will help me grow as an individual, despite the means."  Although obtaining the music may directly benefit the individual's personal growth and experience, the act does not beget the greatest good for the greatest number of people.  The act of properly purchasing the material is what will benefit the most people, regardless of the individual's projected personal gain and happiness.

All in a day's advertising

“Ubiquitous” and “intrusive” are two words I have commonly used to describe advertisements.  Due to developing technologies, companies have expanded the outlets for which to advertise products.  In addition to the traditional advertising methods of print, radio, and television, advertisements have been insinuated into every medium.  Ads are popping-up in the home at a greater frequency now that a higher percentage of the population own personal computers and cellular phones.  Similarly, while companies have more means of exhibiting advertisements, consumers have more media vying for their attentions.  The way products and consumers are paired is changing.  Companies must pick and choose which advertising medium will reap the highest profits.  As internet usage increases, companies are pulling away from traditional advertising methods and are spending more money on digital ads.  Target-marketing is a form of direct advertising where a company promotes a product to a specific person or group of people.  This way, it is more likely those selected consumers with specific interests will purchase the desired good or service that pertains to their tailored tastes.  A trend in advertising is to advertise products in specific media in order to reach the desired demographic.

In documenting my exposure to advertisements, I have concluded that the majority of ads remain in the periphery of my consciousness.  And furthermore, the ads I am exposed to are mostly of my own volition.  The maximum barrage of ads I experience are during activities such as showering, driving, doing household chores, and using the Internet.  This is in direct correlation with the time I spend listening to the radio.  I frequently turn on the radio during these activities, which provides background music for my daily tasks.  In conjunction with music, the radio allows for advertisements to permeate my immediate surroundings.  However, I tend to block-out the advertisements, whether through simply ignoring the incessant voices or by changing the station.  When utilizing the internet, I rarely pay any heed to the ad pop-ups and banners.  Instinctually, I “x” out the ad and continue with my previous pursuit.  Although a television is frequently on, both in my home and at my work, the volume is low and the screen serves more as background filler than entertainment on the foreground of my thought.  Not entirely unintentionally, my life is designed in such a way so that I am not too particularly bothered by the “ubiquitous” and “intrusive” ads that are apparent in my society.  When companies target me as a consumer of some demographic via the internet, I have the choice to read or delete the email.  When driving, I choose paying attention to the road, not billboards.  The only medium I actively participate in as a “good consumer” is the magazine.  I choose to purchase magazines, look them over cover to cover, and keep them in my house for months.  Perhaps I don’t mind engaging in magazine ads because not only are they aesthetically appealing, they are quiet.

FitPregnancy: A Look at the Target Audience

FitPregnancy is a niche magazine devoted to pregnant women, first-time mothers, and women aspiring to be mothers.  The articles focus on topics such as health, nutrition, fashion, and fitness for pre and postnatal women.  The magazine also includes "Real Life Stories" which allows women to discuss their experiences with miscarriage, in vitro fertilization (IVF), intrauterine insemination (IUI), and making the choice to be a single mom.  Some articles discuss the concerns of first-time mothers, such as vaccinations and breast-feeding, while others like "Real Life Stories" target women who are aspiring to conceive and can find hope in  FitPregnancy.  In this issue, the primary focus of the magazine is weight health and pregnancy.  In addition, articles discuss sex for the pre and postnatal woman.

The Pitch

The ads and article signify that the demographic of the magazine are women interested in topics related to pregnancy. Every advertisement features either a pregnant woman (in her twenties to thirties) and/or an infant.  Every advertised product is tailored to assist the needs of the pre or postnatal woman.  The advertisements also target women who are educated and are looking to purchase the "best" products for her budding family.  This is indicated in the caliber of products offered in the ads.  Women interested in products that are organic, BPA-free, or the #1 choice of pediatricians  (items manufactured by top name brands such as Dr. Brown's, Johnson's natural, and Playtex) can find them advertised in FitPregnancy.  Educated women are more likely to purchase the more expensive, organic products as well as the better crafted items (like Piyo Piyo bendable spoon/fork sets) because they understand the importance of health, nutrition, and safety.  Furthermore, the posh products (Aprica baby carrier or Luca glider by Monte) are not aimed at women of a lower socio-economic bracket.  The women depicted in the ads are youthful, stylish, smiling, and able to stock their babies' rooms with the cream of the crop. As a demographic, pregnant women, first-time mothers, and women aspiring to be mothers are vulnerable targets.  These women are willing to do what it takes for their babies and that means spending money on the right food and the best products.  FitPregnancy delivers these women to advertisers and here's how.

The Research

FitPregnancy knows where its demographic lies: young, educated, affluent women looking to conceive or pregnant with their first child.  First-time mothers are significant consumers because these women will be looking to prepare for their pregnancy with a multitude of products. Similarly, first-time mothers are traditionally anxious about being a good mother and are more susceptible to the guidance and assurance of trusted, family brands. The target audience of FitPregancy is a growing number, because women will continue to conceive and continue to need pregnancy-related items.  According to the media kit, the majority of FitPregnancy magazines (390,000) are distributed to doctors' offices--a locale that is guaranteed to attract the desired demographic of consumers.  And furthermore, women reading FitPregnancy in the trusted environment of their doctor's office is likely to reinforce the validity of the goods and services presented in the magazine.

The Market

FitPregnancy knows that the manufacturers of prenatal women's and childcare products would be perfect advertisers for the magazine. In prompting future advertisers to "access a dynamic market" (the baby boom) by advertising to first-time mothers looking for supplies, the magazine is essentially pairing the product with the parent and vice versa. "Your brand can top their shopping list!" because these women are looking for someone (this niche magazine devoted to all things pregnant) to instruct and assure them of what is the best for them and their new baby.  As FitPregnancy assures its readers of what is best for mom and baby, the magazine simultaneously assures its advertisers that their perfect, pregnant consumers are preparing for their new arrival with FitPregnancy.

CNN vs. Al Jazeera: Greece Austerity Debates

           "Anti-austerity protesters confront riot 

        police Friday: Greek leaders have agreed 

        to a new round of unpopular job and spending 

        cuts." Photo:REUTERS/John Kolesidis

What's Going On

CNN & Al Jazeera both covered the recent austerity debates in Greece.  Greece's political leaders have decided to implement further austerity cuts as part of a bailout plan to pay-off a portion of Greece's debt.  With reductions, Greece's economy is still in the red.  Prime Minister Lucas Papademos has stated that if the austerity deal is rejected, then Greece would be bankrupted, resulting in "social chaos."  Pensions, wages, and government spending will be cut in order to finance the bailout deal.  Protesters rallying in front of the Greek Parliament building turned violent on Friday as outraged demonstrators smashed sidewalks and threw Molotov cocktails at police.  Police retaliated with teargas and stun guns. Greek citizens are against more cuts, because of the austerity deal executed in 2010.  Greece's unemployment rate is at an all-time high and still rising.  

           Greek Prime Minister Lucas Papademos

The Reports

CNN "Clashes erupt as Greek Parliament debates austerity measures."
(1:16)

CNN's Matthew Chance reports from Athens, Greece on the recent events. Chance begins the segment, with the Parliament building in the background, proposing that Greece is at a pivotal moment--the decision to pass additional austerity cuts or face going bankrupt, both of which will result in years of financial difficulties for Greece. Chance says that Papademos solemnly explained to the people of Greece why he stands behind the austerity deal.  CNN then cuts to a video of Papademos, looking very posed behind an official desk, who adds that without this deal, the euro could go bust and Greece would be left vulnerable.  Then CNN cuts to images of union strikers and protesters.  Chance briefly mentions that "police and protesters clashed" on Friday, and without missing a beat continues on to discuss the high unemployment rate.  Chance states that the real problem is that the standard of living is already extremely low for Greece's citizens.  

Al Jazeera "Greece austerity deal hits people hard."
(2:09)
The Al Jazeera segment begins with footage of assumed members of the European Union, European Central Bank, and the International Monetary Fund shaking hands outside of a building.  A voice narrates that the austerity cuts will mean a reduction "of hundreds of millions of dollars" from pensions.  The narrator explains that the deal has been "held-up" because it was necessary to find additional cuts worth $400 million.  Then it states that although reducing pensions for a second time was considered, the cuts will be made elsewhere.  Meanwhile, the footage pans through the streets of Greece, featuring the homeless, bustling pedestrians, and traffic.  It is explained that 150,000+ jobs in the public sector are likely to disappear in the next four years.  Then it is explained that the people were outraged about the possibility of additional cuts to pensions because pensions now support the retiree, as well as their families.  The segment then cuts to a video of Haralambos Lambrapoulos,an armed forces retiree, and his family, who explain that his pension helps support his children and their families in addition to his own.  The man laments that his son's salary has been cut in half, and it is becoming a necessity for even fully employed individuals to have a supplemental income. He also supports his other son due to public sector job losses in the past years. The narrator says that the Lambrapoulos family are emblematic, because "pensions have become a form of unemployment for the young."  The segment then cuts to union strikers, commenting that in addition to hurting citizens both young and old, there will be political repercussions to passing the deal. Finally, the footage cuts to John Psaropoulos reporting in front of the Parliament building in Athens. He says that the austerity cuts have "pushed a staggering 40% of Greek voters to Communists and other left-wing groups." Psaropoulos speculates that the next Greek election will be unpredictable, and until "voters have a chance to vent their anger at the ballot-box," they must endure the hardships of the austerity cuts--including lay-offs, poverty, and no real hope for progress.

CNN vs. Al Jazeera

What is worth noting about both programs is that CNN features reporter Matthew Chance, while Al Jazeera does not introduce reporter John Psaropoulos until the final bit of the segment. This tactic presents Al Jazeera as an authority on the topic, whereas the CNN report appears to simply be Chance's opinion. And while CNN offers a video clip of Prime Minister Lucas Papademos, Al Jazeera instead focuses on the Greek pensioner, Haralambos Lambrapoulos, and his family.  For that reason Al Jazeera seems more sympathetic towards the plight of the Greek people. Both reporters are filmed in the foreground of the Parliament building. This makes both reporters appear involved with the recent events as they unfold.


A.J. spends a portion of the segment discussing how pensions have become a form of unemployment--supporting multiple families.  However, before the video clip, the narrator only briefly mentions that this round of austerity cuts will not be made from pensions, as it had been previously, in 2010.  It is biased of A.J. to present the information as if pensions will be cut again in 2012. This intentional juxtaposition clearly favors the people (as seen in the title) and is therefore subtly against Parliament passing further austerity cuts.

Similarly, CNN's focus on the Prime Minister and how he "solemnly" presented Greek citizens with the pros of passing the deal.  Chance reports this with a solemn expression of his own.  (Although later in the segment, his expression contorts in suppressed laughter as he states that citizens are increasingly angry at the possibility of more cuts.) Despite the title of the piece, Chance only briefly mentions the "clash" of rioters and police outside of the Parliament building.  It's as if CNN wanted to lure potential viewers with violence in order for them to watch Prime Minster Papademos explain that Greece would go bust if this deal was not passed.  The focus on Papademos indicates that CNN favors the austerity cuts.

Al Jazeera devotes its segment to the people of Greece, staying true to the title.  A.J. further supplements the report with statistics (facts and figures) of how much money Greece needs, and what the cuts are actually going to cost the Greek people. CNN seems to speculate more about how the people feel, but does not focus on the actuality of the events.  While Al Jazeera shows real footage of the streets of Athens, CNN simply presents a succinct, verbal overview of what's going on.

Another interesting point to note is that Al Jazeera ended the segment with mentioning the political repercussions of passing the deal.  A.J. even goes as far as to say that Greek citizens are being "pushed" towards Communists and left-wings due to vehement opposition to further economic cuts.  This makes Al Jazeera seem more politically motivated in their reporting. 


And while both stations showed identical footage of union strikers, only CNN noted the riots, and only briefly.  Al Jazeera did not mention the violent upheaval of the citizens.  Both CNN and Al Jazeera are biased, for and against the austerity cuts in Greece.  However, both newscasts are presented as if with no bias.  The indication of where each network stands on the issue is subtle.

            "Greek graffiti artists expressing 
    their view of the austerity measures."


However, the BBC knows how to present the news right--to the point, with relative live footage, and an unbiased report.
BBC "Violence flares amid Greece austerity strikes."
(1:14)

Californication: Hank Moody

A favorite contemporary television show of mine is Showtime's Californication, starring David Duchovny.  Duchovny plays Hank Moody, a sardonic writer who's success takes him and his family from New York to Los Angeles.  In Los Angeles, Hank's bacheloresque lifestyle of partying and one night stands continually interferes with his familial relationships.  Although he and the mother of his teen-aged daughter have split, her character is an integral role in Hank's life.  Constantly torn between his carnal desires and his desire to reconcile his family, Hank frequently finds himself engulfed in self-deprecation and never-ending apologies.  Hank is a charming, intellectual who flaunts his unrequited love and black humor.  The episodes are riddled with his wry quips as well as his chivalrous intentions.  Despite Hank's attempts to get his drinking, drugging, and sexing under control, he continually finds himself in unfavorable situations (like accidentally sleeping with his ex-girlfriend's fiance's daughter).  In the midst of his social madness, Hank also struggles to maintain his writing career.

A real aspect of this show is Hank.  He is an openly flawed man, yet, despite his shortcomings, is still likable.  He is an honest  and loving man who just can't seem to get his shit together.  An element of the show that I find unrealistic is that no one has outwardly commented on Hank's evident sex addiction.  His alcohol and drug-use has been noted and discussed by his friends and family throughout the show.  What is interesting is that David Duchovny, in real life, suffers from a sex addiction which caused him to attend a rehabilitation center.  Duchovny masters the role of Hank Moody, in part due to his genuine connection to the character.  Every episode Hank has one or more new sexual partners.  Often times, these sex partners are discovered by his daughter and ex-girlfriend, to his dismay.  He also engages in high risk sexual behavior, which leads him to bizarre and sometimes dangerous situations.  Although the show realistically portrays the consequences of Hank's actions (particularly the effects his choices have on his family), Hank's core issues are not discussed.  No one has suggested Hank seek therapy.  No one has suggested that Hank has an uncontrollable disorder.  Hank's friends and family primarily attribute his behavior to his selfishness, his thoughtlessness, or his carpe diem mentality.  The show is entertaining and bursts with Hanks antics.  If the reasons for his wild behavior were addressed, then perhaps Hank would have to actually change, or attempt to make real changes.  As it is, the show could not sustain if Hank Moody was not the infamous Hank Moody: intellectual savage, lover, and penchant for disaster.

Post Script
Each episode features partial nudity, chiefly female breasts.  Hank's sex addition allows viewers to vicariously enjoy his sexual exploits.

As a professional writing major, I enjoy Californication for its portrayal of Hank Moody's writing career.  Hank has found success within print publications as well the film industry.  I aspire to write screenplays, and I can vicariously experience how the industry and success within that industry transpires.  Hank's career has brought him into the realm of agents, publishing companies, producers, cinema studios and more.  Hank approaches these interactions with cynicism and skepticism.  He struggles to maintain his independence as a writer.  He works with these media outlets while simultaneously combating their attempts to swallow his identity (and works) thus turning him into a "sell-out."  For example, Hank scoffs at an offer to become a "blogger" because it does not coincide with his self-image of an old-school writer. (Hank prefers writing on his trusty typewriter as opposed to a computer).  I can identify with Hank in that I also value the typewriter as an organic tool of writing.  As a viewer, I find myself accepting the show's portrayal of Hank's life and success, because I am a beginning writer.  My perceptions of a writer's success makes the show's depictions possible because my experiences have all been vicarious through media presentations.  However, upon application of critical analysis, I can determine that the show features not the norm of success, but the extreme.  And even more so, Hank's behavior and antics within the industries themselves are only commonly seen in the tabloids.  Realistically, Hank would be a liability to every company who bought and sold his works due to his negligence and rebellion.  Hank is a social mess.  And while messes can make companies money with their entertainment fodder, too much of a mess can become a social leper.  In one instance, Hank is charged with having sex with a minor--a charge that is bad publicity for the companies who represent him.  Despite Hank's bad press, I still respect his fortitude in maintaining his core values and beliefs as an old school writer in this digital world.  I hope to do the same.

Introductions

Hello.  My name is Kate Quinlan.  I am a Professional Writing major. This is my mass communication blog.  I would say that films are my favorite form of mass communication.  I have lived years without cable, the internet, or a cell phone.  I have always had access to movies.  I can't imagine staring with squinted eyes at a cell phone screen or a computer monitor to view movies.  However, I am not an anti-technology enthusiast.  The media is pervasive and ubiquitous.  I buy most of my products off-line like every other American.  Although, I will always lug around an 800 page book, rather than buy a kindle.