The Mass Media, Trends and Technological Advances - Essay Example

The purpose of this paper is to discuss a range of critical frameworks to examine the impact and the role of creative industries; evaluate trends and technological advancements; investigate the global expansion of commercialism and mass communication; demonstrate independent research skills and communication skills; and critically evaluate current practices evident in creative industries.

According to WIPO (2008, pg. 1):
Creative enterprises, those engaged in the commercial exploitation of intellectual property-based goods and services imbued with symbolic meaning (i.e., books, film, music), contribute significantly to the economic, social, and cultural development of nations. These enterprises form complex networks in content-driven sectors, which in turn make up the creative industries. Their unique characteristics (i.e., original symbolic products) drive and sustain diverse cultural and customary traditions, and enhance social values. At the same time, they generate wealth, increase employment opportunities, and promote trade. Yet, their true value and potential are often underestimated and insufficiently analyzed.

Graphic design is a specific area of the creative industry. Graphic design can be defined as, “the art or profession of visual communication that combines images, words, and ideas to convey information to an audience. A graphic designer is responsible for arranging and using elements on different types of media (such as a poster, a package, or a website), most likely with the use of a graphics software program such as Adobe Illustrator, Photoshop, or InDesign. These elements include photos, illustrations, type, shapes, color, and texture” (Miller, 2008, pg. 1).

Examples of graphic design can be found all around the world. They are most often seen in the form of advertisements, billboards, books, brochures, business cards, greeting cards, logos, magazines, newspapers, packaging, posters, signs, websites, and much more (Miller, 2008).

Trends and technological advancements in the creative industries, specifically the field of graphic design, have brought along both advantages and disadvantages. One of the biggest advantages of technological advancements in the field is the fact that graphical art can now be displayed on the Internet. This provides a means for it to be viewed—and purchased—throughout the world. Artists can create online portfolios that can be seen by anyone with Internet access. Images can also be sent in a split second. Gone are the days when graphical art must be printed out and physically distributed to be seen.

Trends and technological advances in the field also have their disadvantages. One of the biggest disadvantages is that, because virtually anyone can view images that are placed on the Internet, there is the potential for those individuals to steal the work of an artist and claim it as their own or use it illegally. Furthermore, that scenario is really easy for a person to do. Anyone with basic computer skills can copy or download an image that has not had protection against such acts put into place by the creator or his or her representative.
Thankfully, there are ways that individuals can protect their graphical art designs. People in the United States are protected by intellectual property rights. According to
DT & G:

People are often confused about Patents, Trademarks, and Copyrights. This confusion may fail to consider the importance of these tools in business development. Yet, these intellectual property rights become more and more important as businesses move into high-technology areas. Intellectual property issues also often arise in unexpected situations, for example, in mergers and acquisitions, antitrust disputes, employment contracts, joint venture agreements, and bankruptcy. The intellectual property (patents, trademarks, copyrights, and trade secrets) of a business engaged in technology may be its most valuable asset.

Another way that graphic designers can protect themselves is through the use of a graphic design agreement. These agreements typically include all or some of the following sections: Terms and Agreements, Specifications, Additional Editing and Changes, Delivery of Project, Reproduction of Project, Ownership of Artwork and Source Files, Compensation, Confidentiality, Limited Warranty and Limitation on Damages, Independent Contractor, Availability of Materials/Logos/Graphics/Other Collateral, General Provisions, Entire Agreement, Governing Law, Binding Effect, Waiver, Good Faith, No Right to Assign, Right to Remove Project, Indemnification, Use of Project for Promotional Purposes, Right to Style or Make Derivative Works, Attorney’s Fees, Trademarks/Logos/Other Intellectual Property Issues, and any necessary exhibits (Qualiteam Software, 2008)

The global expansion of commercialism and mass communication overlaps with the trends and technology sections described above. According to Will on the Web Radio:
Art is “intellectual property” which means it’s owned by whoever created it (or whoever owns the copyright). So going to a page and saving a photo of Britney Spears and putting it on your website is illegal—it’s called “copyright infringement” because you are infringing on, that’s right, someone else’s copyright. Some sites offer Copyright Free (either the person who created it gave up the copyright, or the copyright expired—which they can do after 75 years (or more if it’s newer), and what’s called “Royalty Free” art. When you go to a site that sells art, you’ll have two choices—Royalty-Free (which means you pay for a license once and then use it as many times as you want), or Licensed / Rights Protected (which means that you pay for a specific use for a specific amount of time).
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