TMC-Assignment-Media (MED101)

Stienberg Tan Geok Yong TMC – MED 101 Assignment
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Media Consumers
Vs
Producers
How New Media has blurred the Lines between Media
Consumers
and
Producers
MED 101
By
STIENBERG TAN GEOK YONG
TMC ACADEMY
HIGHER DIPLOMA IN MASS COMMUNICATION

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Contents
1. What is a Media Consumer? Page 3
2. What is the Role of Media Today and Future? Page 4
3. The Functions and Influence. Page 6
4. What is the Winning Formula? Page 8
5. Is New Media all Good or Evil? Page 10
6. Who is accountable? Page 13
7. Conclusion Page 14
8. References Page 15

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1. What is Media Consumer?
Media has been translated in many forms since Stone Age, from the paintings on the walls, to
structures, to hand written sets, the printing of mass produce newspapers and today we have
digital formats. Mankind has come a long way to define how news is communicated, but
back in that day, hand painted and translators as well as communicators were paid to go
towns and cities to deliver speeches’ on policy, commercial and state matters sponsored by
both the state and proprietors.
In the past Media used to distort because of primitive means till came the printing press
where mass produced newspapers were sold and distributed in cities and towns for a price
with advertisers defraying the costs.
The Present and Future, Media Platforms takes on a new outfit “New Media”– news will be
delivered on our mobile communications such as our phones, flat screen television and on our
mobile digital mobile screens available and connected on our dining table, windows and even
our refrigerator.
So what is media consumer?
A Media Consumer is one that consumes news and entertainment from all forms of mass
communication such watching television, listening to radio, reading a newspaper or even
watching a media board television at the bus stop. So really, a consumer sees, smells, listen,
taste and read.
This definition is based on a research and study by Media Development Authority in
Singapore in 2014 in consumer behavioural studies.

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2. What is the Role of the Media Today and the Future?
The questions that the public must ask of the following:
(a) Is there enough information and investigation conducted by the journalist that we
trust?
(b) Must we revaluate our relationship with our local and international news and
entertainment?
(c) Am I a Passive Media Consumer? Can I be an active user?
(d) Is Media change good? Is news have to be moving from monopoly and oligopoly to
become a competitive player?
To examine the above questions, Mr Dan Gillmor who is a leading authority in Phenomenon
of Media Literacy and Citizen Journalism has this to share in the Harvard Business Review,
“Want Better Journalism? Be a Smarter Media Consumer” dated on August 6th 2009
According to his views and experience
1. Consumers must never believe everything that is published in the media.
Why? One may ask. The answer is simple Consumers need to question the trustworthiness of
what is published, seen or heard from any forms of communication such as newspapers, the
online internet, blogs, online videos and all other forms of information. It is better to be
sceptical.
2. Have an Attitude of Doubt everything towards news and entertainment.
This is a means test that will keep every consumer to understand the consequences towards
long and short term view of being sceptical. We balance that if there is insufficient evidence
found and therefore a thorough investigation is conducted with stakeholders.

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3. Seek new perspectives and challenge your own understanding rather than just agree
with what is published or announced. It is always sit back and believe what is said,
seen and heard which eventually joining the echo club. It is dangerous not to
understand from people with different cultures and a view from aerial representation.
4. Ask presumptuous questions that will satisfy the soul and seek the truth.
5. Lastly, Understanding Media Industry on how it uses Information and apply its art
form to its advantage.
The Future of Media Consumers is evident that the cross over generation from the 20th
Century and those born in the 21st Century will rely information distributed to your mobile
means of Telecommunications, Transportation Systems both Public and Own, 3D Screen
Panels at home or office.
What are the dis advantages and advantages?
(a) The Public accepts and receives information as gospel of truth without challenging and
question to seeking depth of the source.
(b) The Policy Makers will take advantage to corrupt, censor and mislead members of the
public and the world for political and financial gain.
(c) The Commercial Corporations will corrupt flow of information with the media and
government due to invested interests.
(d) More Self Made Journalism creates new niche voices for the people and by the people.

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3. The Functions and Influence
To give cause and case previously on why the public accepts and receives information as
gospel of truth without challenging and question to seeking depth of the source. Let me give
two examples:
Rwanda – The Political Power of Death with the use of Media
First of all, let’s examine the fall of Rwanda and the political power of Media –
The Country of Rwanda faces challenges with a long history of disputes over a control of the
country which separates between the Tutsi refugees which were responsible for the Rwandan
Civil War and the Hutu tribes. When President Habyarimna was killed when his plane was
shot down within hours after on April 6th 1994, The Interim Government who were Hutu
hardliners declared on Mass Media Broadcast on Radio, Television and Newspapers that the
Death of the President is caused by the Tutsis, and that they are the Enemy. And Enemies are
to be slain like pigs, go out in the Name of God and take your vengeance, they are the robbers
and snake that has invade of our peace and wealth. Whatever you do, their wealth belongs to
you, take it.
And this broadcast is repeated daily resulted 100 days of murder, genocide, looting, rape and
economic depression. Not only were the tribe of Tutsis killed but also the Twa Tribe as well.
With the daily broadcast of killings of innocent people, it has been reported and discovered
over 1,000,000 (One Million) were killed, and everything was well organized and plan by the
government as reported by the Tutsi RPF Military government when they took offensive and
control of the Rwanda in 1995.
The Argument for this case study – Is having state own media good? Is so if it is abused who
can then stop such abuse that can be detrimental such as the Rwanda Genocide? Can there be
a balance of power between the public and government for accountability?

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Rwanda – The Political Power of Life with the use of Media
When the New Government of Rwanda took over from the Interim Government, the first
thing they did was to announce hope, and assistance to the people. The Government also
establish contact with the mass media and also rebuilt their radio stations and local new paper
companies.
It was then on never again, they have learn never allow information to flow freely without
any form of censorship and licence. They learn that people would take news that is broadcast
from radio, television, newspapers and even today through our mobile communications as the
truth.
The President of Rwanda and the government set up social, education, economic, information
and communication structures and broadcast a series of issues on education, investment,
creation of jobs as well as tourism.
After a series of government lead initiatives that was published on Television, New Media,
New Papers and Radio. The report came with an astounding results that has increase
happiness index and good productivity growth.
For instance, despite the economic loss during the civil war Rwanda came back with the
ability to export products to markets like China, Germany and as well as United States of
America. The GDP in 2013 was $1,592 verses in 1994 it was $416.
In 2014, Rwanda economy ranks in second place in the world for green investment according
to the 2014 Report by Global Green Economy Index.
The Rwanda Government promoted globally on mining of natural resources such as
cassiterite, gold, wolframite, gold and coltan.
Because of the positive growth and the political will of the government, the use of the media
played a very important role to enhance the morale of the domestic and international
perspective.
If the government had not taken the advantage and place certain restrictions, it would have
failed to emerge from poverty stricken country from the civil war.

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4. What is the Winning Formula?
War and Politics in Singapore has never been very easy and straight forward when it come to
the control of Mass Media distributing news and entertainment. We will examine 2 examples
from World War 2 Japanese Occupation and the accounts of Former Singapore Press
Holdings Executive Chairman Mr. S.R.Nathan.
Case Study No. 1 – World War 2 and Japanese Media
During the World War Two, when the Japanese conquered Singapore the first thing they took
control of is the News Paper Printing press and radio. They would then use it to publicize and
spread propaganda of Japan’s might and how the future is going to benefit the locals living in
Singapore.
So what is their winning formula in winning the hearts of the people that they are safe and the
situation is in total control?
1. According to research and findings found Certain Victory Images of World War 2 in
the Japanese Media by David C. Earhart, he examine that the Japanese Government
carefully construct its image of Japan as the Superior Civilization, Nationally
Invincible, and Morally distinctive than any other human kind.
2. The Terms and the News about Japanese progress during world war two is defined as
“HISSHO” also known as Certain Victory.
3. The Japanese understood the power of pictures and used it to their advantage to
promote Japan as the hope of East Asia, and it is reported as ‘The China Incident – A
Holy War, (1937-1940) and then on the conquest of the Far East it was reported as
“The Greater East Asian C- Prosperity Sphere “in 1940 to 1941. And then after the
Japanese Government renamed its propaganda on the media to the Japanese people
“The Great East Asia War”. (1937-1945).
4. Finally when image is strongly concern, Japan wants to ensure to keep the people
“Certain” about their identity and destiny define – The Emperor of Japan, Showa –
Hirohito picture was published in all publications and state matters as well as events
depicted as the most revered authority of all Japan, the Commander in Chief of the
Army and the direct descendent Sun Goddess and titular head of state Shinto. The
Media in the West question – Has Japan blurred the lines between State media and the
State Government producers and the people?

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Case Study No. 2 – The Media, The Producer and Singapore Politics Marriage
1. In the study in the life of the former President Sellapan Ramanathan (also known as
S.R Nathan) who was then the Executive Director for Singapore Times Press, (1982-
1988) and Singapore International Media Pte Ltd (1996-1999) in the Media Industry.
According to the events followed in the early 80’s the Straits Times has reported
about the government in a negative light on the policies it has introduced and
implemented. It went as far as playing a balancing act of reasons without any facts to
support and speculation pre-maturely. It was then Dhanabalan imposed on SR Nathan
of government’s intend to replace the management team with the Pro People’s Action
Party comrades.
Journalist’s wants to have the freedom of speech and report what deems the right of
truth which is not favourable by the Government o Singapore. During the meeting the
Minister Jek Yeun Thong discuss deeply with S.R Nathan that ‘Singapore must Safe
Guard its National Interest and the Well Being of the Citizens”.
Therefore it was task to SR Nathan to eliminate and prevent younger journalists being
influenced by foreign journalist of the post-Watergate Culture in the United States.
So in those years when SR Nathan resume the appointment at the Straits Times Press,
there was much resistance in co-operation which finally in the end resulted resolved
by recommendations of change in policies of how journalism is conducted in more
proficient way and not political.
Three Major Changes to Journalism implemented by S R Nathan
To avoid conflicts and drastic move by the People’s Action Party and Lee Kwan
Yew’s recommendations, S.R Nathan convinced the government that within 12
months, it will see a new structured journalism that would and will conform the Long
Term People’s Action Party agenda.
1. New Standard Procedures were published and implement for Journalist and
Reporters on how news is reported and published.
2. Censorship and Forensic research was setup within Singapore Press Holdings to
ensure quality of reporting.

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3. Replace and Remove any employees who are not in compliance with the changes
or agreement to the policy.
Today, the Straits Times is seen as a People’s Action Party vehicle of false peace and
pretentious welfare state. Reporting news has blurred the real truth and critics of
policies that has implemented and outcomes such as Housing and affordability. Still
there are locals staying and dwelling in tents in the East Coast Parkway, there are
baggers laying in streets around the suburbs. Sending any child to school in their early
years are selected by quota basis depending where your dwelling is.
The argument lies where the control of information does and influence has become a
benefit of a political business entity? Or the truth so that more can be help? Why is
the excuse that detrimental to the face of the government so crucial? Is this a New
Media Marriage with Politics?

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5. Is New Media All Good or Evil?
When a baby elephant was tied to a tree, it tried to break free from its rope on many
occasions till one day it decided that it’s just no use to escape because it was not strong
enough to do so. But when it grew up into an full grown adult elephant, it still believe it is not
strong enough to break free because of its past experiences, because the mind has been
conditioned and has limited the present abilities by the limitations of the past – It has develop
the Baby Elephant Syndrome.
This is a study based on the theory and argument on the Hypodermic Needle Theory and
Mass Society Theory.
There is no doubt that Media has its place to entertain, but it can be fatal if it was used to
directly influence your ability. For instance when there are an Asian Financial Crisis,
Singapore promoted its agenda on the Media that Singapore is in bad shape and the people in
Singapore must spend less. This resulted the domestic market slowdown because the people
believe there is a recession when actually when tourists and businessman travelling to
Singapore were surprised by the Baby Elephant Syndrome that Singaporeans are behaving
when our neighbours from Malaysia and Indonesia are prospering by spending and re-
inventing entertainment rather than dwelling on the reports of bad news by journalists.
The recent National Day rally speech delivered by the Prime Minister of Singapore Lee Hsien
Loong on August 23rd 2015, was viewed as a political election campaign speech reported by
Yahoo Singapore on Yahoo News Room on August 24th, 2015. Then on August 25th 2015,
Channel News Asia announced that Parliament has dissolved paving way for a snap elections
on September 11th 2015. It is view too much of a coincidence, as the government is
depending on a theory of Neo Marxist a control of culture and manipulating the feel good
circumstances by the Straits Times and Channel News Asia conflicting with Yahoo News
Online and BBC News.
So it evil or good?

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Lastly, Donald Trump one of America’s richest man announced his intend to run for
presidency on June 16th 2015 in Washington Post Newspaper, he makes a surprise
announcement that he wants to run for president for the people of United States. However,
Donald Trump on his presidential campaign road he began to make racial and hurtful remarks
which is bias and resulted his business associates and advertisers to terminate their
relationship. He even paid $50 for every person who attends his first presidential election
event.
For example, he made an announcement to the media with intend saying “Latinos are
Rapists!” and so on. These remarks that the mass media broadcast both online and published
increased its ratings and advertising avenue for Trump International despite Trump having
one of his long time broadcast sponsor NBC terminate his contract and business relationship.
Despite the negative impact, Donald Trump experience an increase of over 7 million likes on
his Facebook fan page.
Donald Trump uses the blurred lines between new media and media consumers and producer
which is himself on several theories mainstreaming, Limited effects theory and Paradigm
Shift.
Is New Media Good or Evil? Who is actually playing the balancing act in politics? Or is
politics playing itself with the Media? Who is really benefiting financially?

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6. Who is Accountable – The New Media, The Consumer or Producer?
UN Watch Organization is an example that has demonstrated the use of new media to not
only to promote its interest to police the United Nations. One of the classic incident was
when Mr Bill Schabas, The UN Gaza Inquiry Chairman made a mockery statement to the
Prime Minister of Israel at the security session, Mr Hillel C. Neuer who is the excutive
director of UN Watch, a Human rights NGO in Geneva, Switzerland intervene and called for
outcry and protest on the social media channel Facebook and other platforms. He even went
as far as interviewed by the New York Times, Die Welt, Le Figaro and Reuters Thomson to
report of the matter which resulted in the end the resignation of Mr Bill Schabas.
Another example, Jazz Music Movement in the United States in promoting race, culture and
identity became one of the most politically sought after events simply because people over
time love jazz music and its culture. In the book ‘Jazz in Black and White” by Charley
Gerard that the upcoming raise of the internet age will bring more benefits on how music
travels and pronounce even more clearly and distributed by via online.
It is even use at Presidential Campaigns such a President Obama who love music uses it to
his advantage to promote race, culture and identity by via social media and other new media
platforms which contributed securing his presidency with the use of new media.
Theory and Speculation even mentions that Mozart understood the power of entertainment
which causes listeners to be captivated by its melody and sight. Which is why today Music
Videos is one of the key unseen actors in the new media realm.
So who is really accountable? Is the New Media? The Media Consumer or Producer that
blurred the lines?

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7. Conclusion – How New Media has Blurred The Lines Between Media
Consumers and Producers.
There are several lessons that we learn from this subject matter on how policy makers,
commercial corporations, and stakeholders as well as the media publishing companies played
a role that directly or indirectly influence consumers to behave and react.
(a) New Media can be used to blur audiences or to help audiences in political or
commercial outlook such as upcoming movies or new housing policy implementation.
(b) It is the responsibility of the Producer such as the blogger or journalist that publishes
the content with an objective view and should observed domestic new media
guidelines such as the Media Development Authority.
(c) Content must be challenged and question, is this true? Where did they get such
information and visuals?
(d) Consumers must be educated and encouraged to step out of their comfort zone and
experiment the possibilities that new media has to offer.
(e) Never believe everything that is published on New Media or conventional, it needs to
be clarify and investigated.
(f) There is always risks that new media can create confusion due to technical fault or
wrong information has been published.
(g) New Media has always blurred the lines between media consumers and producers
because it has been manipulated for survival, and to protect the interests of the
government and the people.
(h) New Media is define differently in many cultures, some countries is seen as the radio,
or television, or even a mobile phone that is enabled to surf the web.
(i) There is no solution for one size fit all in resolve disputes in new media publishing. It
has to be debate, challenge and managed well with a balanced expectations.
(j) Policy Makers, The New Media and the Media Consumers must find balance and
regulate and accountable to how information can be published and ethical.
To conclude, there is always speculation about every system that has been published or proof
build to sustain consistent and regulated new media distribution, but the question still remains
who is accountable to persons or organization that we account and control the flow of
information? Are we really safe from been blurred by the Media and Producers?

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References
8. Want Better Journalism? Be a Smarter Media Consumer by Dan Gillmor, Harvard
Business Review Journal, published on August 6th 2009.
9. Mediactive (2010) By Dan Gillmor, ISBN 978-0-984-6336-09
10. We the Media, Grassroots Journalism by the People, for the People (2006) by Dan
Gillmor, ISBN 978-0596-102272
11. We Wish To Inform You That Tomorrow We Will Be Killed With Our Families:
Stories from Rwanda (1998) by Philip Gourevitch, ISBN 978-031-224-3357
12. Remaking Rwanda: State Building and Human Rights after Mass Violence (2011) by
Scott Struss and Lars Waldorf, ISBN 978-0299-282-646
13. Rwanda Inc; How a Devastated Nation Become An Economic Model for the
Developing World (2014) by Patricia Crisafulli and Andrea Redmond, ISBN 979-
1137-2789-51
14. The Singapore Story, Memoirs of Lee Kuan Yew (1998), Lee Kuan Yew, ISBN 978-
981-4328-82-1
15. An Unexpected Journey – Path to the Presidency (2011) by S R Nathan and Timothy
Auger
16. New Perspectives on the Japanese Occupation in Malaya and Singapore 1941-1945
(2009) by Yoji Akashi and Mako Yoshimura, ISBN 978-997-169-2995
17. Legacies of World War 2 in South East Asia (2007) by David Koh Wee Hock, ISBN
978-981-230-328-8
18. Certain Victory Images of World War 2 in the Japanese Media (2008) by David C.
Earhart, ISBN 978- 07656-1777-4
19. The History of Singapore, Lion City, Asian Tiger (2010) by Discovery Channel
Communications LLC, ISBN 978-0470-82320-0
20. Film, A Critical Introduction (2011) by Maria Pramaggiore and Tom Wallis, ISBN
978-1-85669-720-0
21. National Geographic Visual History of the World (2005) by Jack Bostrom, ISBM
978-0792-2369-55
22. Jazz in Black and White, Race, Culture, and Identity in the Jazz Community (1998)
by Charley Gerard, ISBN 978-0275-9619-85
23. Wolfgang Amadeus Mozart a Biography (2007) by Piero Melograni, ISBN 978-0226-
51956-2

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