Work Based Learning in the Creative and Cultural Industries - Assignment Example

Introduction There are several organizations and cultural areas that have placed new demands based on society and the expectations that are a part of this. One of the expectations that have grown because of culture and society is from the desires from disease and responses to the outside social responses that have occurred. Many organizations have changed the way that they look at different health care options as well as links that are a part of the work space. The perspectives that are taken from the swine flu, for instance, has created an alternative approach to what is expected in the work place as well as how individuals associate with each other in the internal environment. Cultural and Symbolic Aspects of Organizations Even though the work area is first known for the specific understanding toward the work flow and approach to the customers, there are also other sides of the organization that work symbolically with different individuals. [The symbolism and the cultural attitudes that are given by an organization and the employees that make up a work space are known as the soft side of organizational life. This means that the available opportunities, programs and care for the employees are symbolic of the employers care for those who are working for the company. The actions that are taken within an organization become a symbol of the relationship and values that are a part of the organization and the employees] (Alvesson, 27, 1993). When looking at the swine flu, it can be seen that it is a symbol of the employer caring about the health of the individual that works within the company. More importantly, it shows an action that creates a stronger relationship to the employees and the way that they associate with the company. The concept of the employer caring for the employee through symbolic means is not only cultural significant because of the interactions that take place on several levels. More importantly, there is an association with the cultural expectations that come into the work organization. [Mass culture is developed through commercialization and the expectations that are a part of the culture that is created. From the mass culture, there is a development of specific attitudes and understandings that relate to the overall values of society. The idea of culture is one that is not only based on movements and expressions, but instead is significant of different industries and the commercialization that is included in culture] (Adorno, Bernstein, 62, 1991). When looking at the swine flu, it can be assumed that it started from the commercialization and knowledge that the health industry brought forth to the mass culture. The individuals that have looked at this movement have then responded by believing that the swine flu and the vaccinations are essential to the right health and care of different individuals. The expectation is that each individual should receive the swine flu vaccination to ensure their own health and well being. The culture is then brought into the work force as a primary consideration and as a make - up of the internal environment. Influences of the Media in Society It is not only the cultural expectations that have developed the responses to the swine flu and the organizational environment that responds to this. The knowledge that is depicted with the swine flu, health issues and expectations from the work place come specifically from the media and the regulations that are a part of this. [When the media presents specific information to the public, it is required to first find imperative information that makes a difference in the knowledge that the mass culture is given. However, technology, policies and regulations that are in the media alter the information that is given and often create a bias toward what is occurring with a specific event. The impact that this has is one that directly affects the mass public and can create controversy as well as alternative expectations that can be held in different arenas of life] (Ferguson, 17, 1990). When looking at the swine flu, there is a question over the legitimacy of the programs added into the work force. If the media is making statements that show that organizations are offering vaccines in the work space, for instance, then other employees will begin to demand or expect the same consideration. However, the knowledge over the swine flu and the importance of the vaccine may be altered by the perspective of the media and the policies that are defined over the information to give to the public. Even though the research and the information that is provided to the public should be considered as one that is based on the relevance of a given topic, it is often altered because of other considerations. [The 1950s and beyond have noted that the media has turned away from newsworthy information, and instead has turned toward the consumerism of advertising. News sources and other areas have focused on finding topics that will attract large audiences and will create a sense of appeal toward what is occurring. Innovations are often used and newsworthy items are often depicted in a different sense, specifically to keep the interest of the public. The broadcasting that is revealed through different programs then creates specific ideas to the public. Since most believe that this is based solely on research and found information, there is a turn in the mass public toward expectations in the culture and environment that the individuals are in] (Gorman, McLean, 144, 2009). The practices that have gone into the mass culture and the public are not limited to the exchanges of research but have expanded into finding false information for the public. Tabloids and other types of information often will change the information to fit with the newspaper or the way that individuals understand the news. [Different terms are also used, such as a dumbing down of the information for a particular audience. News sources have found several target markets and segments that will respond to the media in an alternative manner. Using words, specific types of information and stories that relate to this audience are able to create a specific image while getting a mass response that many will continue to respond to as a culture] (Harcup, 115, 2009). Not only is there a dumbing down and alteration with what is expected, but journalists also are given limitations on the expectations for their work. [Ethical considerations, as well as procedures over materials are often given controversy over newsworthy interest. To create a sense of newsworthy items, the journalists often have to change the presentation to allow the public to view information] (Keeble, 123, 2001). In terms of the swine flu, there is then an alteration in the legitimate information, specifically to attract a certain type of audience. When presenting the information, it is changed either for a specific understanding or to create a mass appeal. When bringing this into the work force, there is then a change in the cultural understanding and legitimacy of the swine flu. Conclusion The concept of the swine flu in the work place, as well as the interpretation of those that relate to this particular problem is one that has become controversial. [The media, culture and mass society all reflect this as a response to the presentation that has been given about the swine flu]. However, the information that has been given is not only based on research and factual information. Instead, it has created a culture that is based on an appeal to the masses, responses that are required for advertisements of news and the interpretation of information for a wider attraction to the news. The result is a specific culture that is brought into the workplace, specifically which is based off the understanding of the swine flu from a consumerism interpretation from the media. References -Alvesson, M., 1993: Cultural Perspectives on Organisations, Cambridge University Press. -Bernstein, J.M. (ed)., 1991: Adorno, T. W.: The culture Industry: Selected Essays on Mass Culture, Routledge. -Ferguson, M. (ed), 1990: Public Communication: The New Imperatives: Future Directions for Media Research, Sage. Gorman, Lyn and McLean, 2009: Media and Society into the 21st Century: A Historical Introduction, Chichester, Wiley-Blackwell. Harcup, Tony, 2009 Journalism Principles and Practice (2nd edn), London, Sage Keeble, John, 2001: Ethics for Journalists, New York: Routledge. Read More