The Role of Australian Communications and Media Authority, Information Revolution - Coursework Example

Information Revolution Student’s Name Institution Affiliation INFORMATION REVOLUTION The media is an important tool in the community. The development of the media is termed as the development of democracy in a country. Being an important virtue, it is best that continuous development in all aspects. When the media attains the desirable levels, it is said that democracy in a country will develop in a great deal. There are so many factors that will be that will see several changes in the media industry. The media has been made in a way that several functions can be undertaken via it. However, with the transformation that is taking place in the media technology, it has been difficult to regulate how information is being shared over the social media. Though tough regulations regarding this information have been undertaken, the technology developments and internet penetration has made it difficult to ensure that all rules are observed. In Australia, though a body has been put in place to ensure that these rules are fully observed it has been difficult due to the usage of the internet that the move information is not easy. An example movement of information across borders via internet means has been a challenge. The world today has developed such that information technology is the main tool being used in the daily running of organisations. Most of the organisations in the world today are substituting the manual paperwork with online and system based operations. The benefits that have come up with the usage of these systems have been huge that the demerits have been overshadowed. Hospitals, businesses, government departments and other professional bodies have all started using information systems in their daily operations. Most of the communications that are done in these organisations have been done through these systems so as to make work easy (Pamela & Nikki, 2013). All data has been stored in this systems so as to make the retrieval of the data easy and also cheap to manage. So the media also is using this technology in ensuring that its functions are developed. However, with all these benefits, we have seen some points where the information systems are being misused to the point that it leads to loss and also the losing of reputation within the organisation. When important data is being leaked to the public and also being used by the enemies of the organisation, it may cause a lot of harm. At a point, some may use the information system in gaining insights about a given organisation and use it in causing loss and information that may not be good for the organisation. Recently, the information systems being used in the performing fraudulent transactions. Major government sections in the finance department in have been the ones that have been affected most. Though the governments employ the information systems to ensure that its operations are smooth and faster, we have seen being used to be massive means of corruption activities in various governments in the world (Eileen). The government organisations, however, are the most affected. Junior employees are the ones that are found to use the information systems to perform fraudulent activities (Pamela & Nikki, 2013). This makes all the people who are working the finance department to be affected most. Sometimes the government may use the control measures to ensure that media freedom is not attained. The employees of the government that have control of the media may at the end make sure that there is no free flow of information in the media hence doing away with media freedom. However, with the transformation that is taking place in the media technology, it has been difficult to regulate how information is being shared over the social media. Though tough regulations regarding this information have been undertaken, the technology developments and internet penetration has made it difficult to ensure that all rules are observed. In Australia, though a body has been put in place to ensure that these rules are fully observed it has been difficult due to the usage of the internet that the move information is not easy. An example movement of information across borders via internet means has been a challenge. The various levels of the government department have been affected, as all are perceived to be corrupt. This makes it difficult for them to build their career effectively and to the higher heights. All the levels of management are not spared when there is a misuse of the information system. The media his one of that sector that is affected when the government uses its systems in a corrupt way. Issues like censorship may end up coming up. Censorship of information in the society has greater impact when it comes to independent thinking and making decisions. Artists, society, activists, and filmmakers generally are affected, as they do not freely express themselves as they are made to choose their information with a lot of care in the society. Institutions like the media are self-censoring to ensure that they survive and reap benefits that come with censoring. China is one of those countries that information is being censored 24 hours a day. However, Ai Weiwei has been one of those individuals who has affected by acts of censoring. He has tried to be independent all through trying to ensure that he remains independent regardless of the intimidation that he gets from the government (Grube, 2009). Intimidation has been used by most governments to ensure that most of the people do not remain independent in what they are carrying out. When institutions that are responsible for giving out information to the public are censored and succumb to the threats of being censored, they will always influence the public and even to a given extent brainwash the public. They make the public to be in a way that it conforms with what they bring out to the public for gains that are financially and personal security (Mallika, 2014). Governments are using censorship to ensure that media outlets report what will increase the public relationship between citizens and government institutions be better. Censorship exists in any society to ensure that no independent thinking and creativity can exist. In those economies that have practised censorship, the economy and political stability are still wanting due to low levels of development. The flow of information in Australia is somehow controlled by Australian Communications and Media Authority (the ACMA). The regulations that have been put up are in such a way to ensure that the undertakings in the media will ensure success. However, regardless of this, the media has undergone several changes that have seen several functions that are undertaken. Some of this includes media buying process. Though ACMA has been able to come up with rules that could see the movement of information over different media platforms has not been successful. Due to the higher penetration rate of the internet, it is possible for information to move into Australia and out of it. When this is done, it becomes difficult for one to know who gets which information. Offenders of given regulation will not easily be held culpable as they will not be found in the different jurisdictions that they are found. Also, the regulation may be used by the government to ensure that the information that finds it ways to the public is one that will influence the public relations of the government. This will form a very backwards way of running issues. The various levels of the government department have been affected, as all are perceived to be corrupt. This makes it difficult for them to build their career effectively and to the higher heights. All the levels of management are not spared when there is a misuse of the information system. The media his one of that sector that is affected when the government uses its systems in a corrupt way. Issues like censorship may end up coming up To complete a successful media buying process, one is required to complete five steps. The first step is the identification of your target market. This is done by knowing those that you are trying to reach, their age, gender, and their level of income this step assists in identifying the best avenue in which to place media. The second step is doing research on the target market this is because it is important to understand the consumer behaviour of those that the company is targeting. This helps to place the media in an effective and performing according to your identified objectives. The research can assist in accomplishing the process. Research can provide the information on what the competitors are aiming and the target audience. The third step is setting the objectives that you want to achieve. You can share these objectives with those you are buying media from and ask their option on whether their outlet will work for that objective or not. Remember, their job is to sell, so weigh their input, but do not consider it invaluable (Laura Lake, 2013). The fourth stage is defining and planning out your strategy. Ensure the creation of a strategy that contains the necessary detail and enough information for proper planning that will lead to a successful media buying campaign. The last step of media buying is the execution of the plan as it had been spelt out on paper ensuring that everything is taken into account. To ensure a successful media planning process, the Five W's are helpful in making the planning process a success. Unlike the other professions, development of the effective marketing strategy requires to be answered in a distinguished order: why, when, who, where, what, and where. Following this avenue, great confusion can be avoided, trial, and blind alleys, preserving the company's time and overall resources. Many marketers starts with questions about "what" their advertising should entail or "where" it should be presented. That is what gets them into trouble. They may have some success putting their plans together by relying on intuition and experience, but both can be misleading in a rapidly changing marketing world. These days it is easy for anyone to become confused by (or fall prey to) the latest and greatest trends and tactics (Steve, 2010). The successful purchase of this services is made due to the regulations that have been put in place by ACMA that oversees the smooth movement of goods of different platforms. The flow of information in Australia is somehow controlled by Australian Communications and Media Authority (the ACMA). The regulations that have been put up are in such a way to ensure that the undertakings in the media will ensure success. However, regardless of this, the media has undergone several changes that have seen several functions that are undertaken. Some of this includes media buying process. The role of the ACMA The functions of Australian Communications and Media Authority (the ACMA) are wide that it as follows. Its major role is to ensure that the statutory obligations are fulfilled as outlined. The major function that it carries out is reporting and advising the Minister who is in charge of Communications on matters that regarding the industry. Further, it carries out the activities of informing the industry on matters regarding public relations in ensuring internet services, broadcasting, telecommunication, and radio communications. However, the functions ACMA are as outlined below according to the Australian Communications and Media Authority Act 2005. Reporting and advising the minister in charge on the issues related to the telecommunication industry and also advising regarding issues that are related to consumer services according to paragraph 8(1) (c) and (d) of the ACMA Act. Ensuring that information related to telecommunication industry is available to the public in relation to paragraph 8(1)(g) of the ACMA Act. Monitoring and reporting to the minister in charge on matters relating to significant events and performance of the whole telecommunication activities and those that provide services according to section 105 of the Telecommunications Act 1997. Reporting and ensuring that the minister is advised on matters that are in relation to radio communications community according to paragraph 9(c) of the ACMA Act. Ensuring that that information about matters that relate to radio communication are made public for those who need them according to paragraph 9(e) of the ACMA Act. Ensuring that research is done into the attitude that the community has relating to the issues that are related to datacasting and programs content according to paragraph 10(1)(h) of the ACMA Act. Ensuring that they have updated information that will assist them to advise the relevant minister on services and technological trends in the telecommunication industry, datacasting industry and internet industry according to paragraph 10(1)(n) of the ACMA Act. reporting to, and advising, the relevant minister in relation to the datacasting industry, internet industry and broadcasting industry according to paragraph 10(1)(q) of the ACMA Act. Carrying out a periodic review regarding the operations of various program standards and codes of practice to carry out an assessment as to whether the laid down standards and codes are according to the requirements of community standards according to subsection 123(1) of the BSA. Carrying out/ commissioning researchers that will look into issues that relate to unsolicited messages of commercial electronics and also addressing issues relating to harvest software according to paragraph 42(b) of the Spam Act 2003 Carrying our / commissioning researchers that are related to unsolicited telemarketing calls and also those marketing faxes that are unsolicited according to paragraph 41(b) of the Do Not Call Register Act 2006. Though ACMA has been able to come up with rules that could see the movement of information over different media platforms has not been successful. Due to the higher penetration rate of the internet, it is possible for information to move into Australia and out of it. When this is done, it becomes difficult for one to know who gets which information. Offenders of given regulation will not easily be held culpable as they will not be found in the different jurisdictions that they are found. Also, the regulation may be used by the government to ensure that the information that finds it ways to the public is one that will influence the public relations of the government. This will form a very backwards way of running issues. Intimidation has been used by most governments to ensure that most of the people do not remain independent in what they are carrying out. When institutions that are responsible for giving out information to the public are censored and succumb to the threats of being censored, they will always influence the public and even to a given extent brainwash the public. They make the public to be in a way that it conforms with what they bring out to the public for gains that are financially and personal security. Governments are using censorship to ensure that media outlets report what will increase the public relationship between citizens and government institutions are better. Censorship exists in any society to ensure that no independent thinking and creativity can exist. In those economies that have practised censorship, the economy and political stability are still wanting due to low levels of development. When this happens, then the real aim of regulation is not achieved in matters regarding media control. References Grube, Katherine, 2009. "Ai Weiwei Challenges China’s Government over Earthquake" Mallika Rao, 2014. An Exclusive Essay by Ai Weiwei: ‘On Self-Censorship’. The Huffington Post. Eileen Feretic. The Use and Misuse of Information, 2011. Pamela Henry &Nikki Rajakaruna. Misuse of the information management system by public servants, 2013. Laura Lake 2013, http://marketing.about.com/od/plantutorialsandsamples/a/mediabuying.htm Steve McKee 2010, http://www.businessweek.com/smallbiz/content/oct2010/sb20101015_585978.htm Media performance group 2014, http://www.marketingperformancegroup.com/media-placement/media-buying Read More