Challenges for Advertising Agencies by New Delivery Systems

Challenges for Advertising Agencies by New Delivery Systems Maphosa  Mokone Title of essay or assignment: WHAT HAS BEEN THE CHALLENGE POSED FOR ADVERTISING AGENCIES BY NEW MEDIA AND DELIVERY SYSTEMS? This essay will firstly give a brief overview of the beginning of advertising agencies followed by a brief outline of the role of these advertising agencies. This will be followed by a discussion of about new media and its functions. The challenges that new media and delivery systems have posed for advertising agencies will be discussed and finally a conclusion. Overview of the beginning of advertising agencies will be discussed followed by a brief outline of the role of advertising agencies. Advertising agencies first became prominent in the late 1800s with a rising demand for advertising services from magazines and newspapers (Reference). The first known and acknowledged advertising agency was William Taylor from as early as 1786 followed by another prominent one in 1800 which was started by James Jem White at Fleet Street in London. Agencies started in America in 1850 which placed client produced advertisements in newspapers (Reference). Agencies started operating on a global scale during the early twentieth century. One of the currently well-known advertising agencies that started in the 1850s is James Walter Thompson (JWT) (Reference). JWT first joined Carlton and Smith Agency; eventually purchasing the advertising firm in 1877 and renamed it JWT. Inorder to be to make the agency successful, JWT hired artists and writers; forming the first known Creative Department in any advertising agency. JWT was also the first agency to develop and leave a global footprint (Refer ence). Since then, several other agencies have been created. Whilst some have survived through adapting to current global technological changes, some have folded as a result of depleting advertising budgets. This will be discussed further within the essay. Christian, (2014) asserts that advertising agencies usually operate independently from their clients and sometimes handle overall marketing and branding strategies and sales promotions for its clients. Businesses have for many years been reliant on advertising agencies which use advertising platforms such as television, newspapers, radio and magazines. Advertising agencies are services centred on advertising businesses. According to Hackley, (2010), advertising agencies create, plan and handle advertising for its customers. Advertising agencies may sometimes include marketing and undertake other promotional work for its clients (Hackley, 2010); and can sometimes also handle overall marketing and branding strategies and sales promotions for customers depending on the customers needs (Hackley, 2010). In the beginning, advertising agencies did not create advertisements but simply brokered advertising space in magazines and newspapers. Advertising agencies have overtime added creative se rvices to increase revenue. Their main role is to work with clients to develop advertising campaigns. They are staffed by copywriters, art directors, and media planners who create and place advertisements in what they deem as appropriate media for target audiences. Advertising agencies work within a companys advertising budget. What is New Media and its functions Advertising is becoming increasingly refined due to the introduction of new media. Chun and Keenan, (2006. Eds) refer to New media as products and services that provide information using various forms of electronic communication accessible the use of computer technology; it generally describes content that can is available on-demand through the Internet. New media enables people to view any content on various devices such as computers, laptops, tablets etcetera. This provides people with a way to immediately interact with the content and also enables people to share a lot of content online within a short space of time; this can be social networks or work related content with co-workers. Heath and Bryant, (2000) state that the introduction of new media has posed challenges to traditional advertising agencies due to the growth of the Internet and mobile technologies. Lewis, (2010) concurs by suggesting that the introduction of new media has had significant implications for advertising industry as new media has become the preferred platform of advertising thereby usurping business from advertising agencies. Dewdney and Ride, (2006) state that one of the key features of new and emerging media technologies which are now being used to advertise are often portable and have the capability to reach a wider audience within a very short space of time. New media advertising is mainly cost effective as most of the advertising platforms are free; this is not the case with old media which has always been used by advertising agencies (Lindgren cited in Galloway, 2005). New media advertising has the ability to promote visual marketing which is appealing to the consumer as compared to old media advertising which mostly in print form; and also enables content delivery on demand by consumers depending on the target audience (Las Vegas Review Journal, 2016). New media enables clients to develop blogs or webpages that provide up-to-date information on their products or services within seconds whereas advertising media have to plan in advance and schedule release of information following availability and purchase of advertising space. Within new media delivery systems, customers can subscribe to news feeds by receiving alerts to sales or company events directly to their electronic gadgets (reference). Companies with an online presence can also advertise their business on other popular websites to direct unique visitors to their companys webpage or use influencers to draw business towards their products. Whilst advertising agencies can also use influencers , it takes longer for advertisements to be seen on print media.In addition, new media has the ability and capacity to facilitate person-to-person communication through the availability of multimedia messaging through MMS, text messaging, SMS, emailing, SMS, online chatting and instant messaging, online forums and blogging within a short space of time; whereas old media used by advertising agencies is usually more of story -telling and rarely delivers specific calls to action (Streten, 2013). Advertising agencies use a one way form of communication whereas new media offers a two way communication with target audiences hence businesses now rely more on new media as it is easy to reach prospective new clients (Hausman, 2012) (Owen, 1999). This poses a massive challenge to advertising agencies as the amount of time taken to reach the same number of prospective clients will be much more. New media has brought about change to service provision in areas as diverse as dating, delivery of hi gher education courses and how people do their banking and the advantage is that this can be set for specific target audiences and therefore most companies will prefer this type of advertising as the target audience will be reached faster in comparison to traditional advertising; for example, when advertising adult content on television, this can only be advertised after watershed times and by then, some of the target audiences will not be watching or might miss the adverts (Bennet, 2003). Advertising agencies have been known to work as a link between smaller businesses which cannot often afford personal marketing teams and therefore companies, especially smaller ones turn to new advertising platforms as these are usually free (Inc.com, 2016). Advertising agencies have for many years focused predominantly on traditional media advertising, alongside television media (Brooks, 2012). However, new media has dramatically changed the role that print advertising plays in an agencys overall strategy and therefore advertising agencies have to now determine the new role for print, if any leading to the agencys further predicament. New media enables advertisers to quantify the increased revenue to clients which is a challenge to advertising agencies as their revenues cannot be accurately quantifiable (Hausman, 2012). New media, for example, Instagram, has the provision for advertisers with business insights, to understand their followers and clients engagement with the advertisin g campaigns (Instagram Business Tools, 2016) whereas advertising agencies do not have this provision especially if advertising on print media. Advertising agencies will need to master brand advertising and marketing and so as to be able to quantify the increased revenue to clients. In addition, agencies will need to work to focus more on the customer than its client inorder to somehow match new media delivery systems. This is likely to be costly for the agency as they need to train staff and change the rest of their planned advertisements (Reference) The challenges that new media and delivery systems have posed for advertising agencies New media has dramatically changed how advertising works and are continuously presenting several challenges for advertising agencies. Some of the hurdles encountered by advertising agencies include using new media and delivery systems media to deliver financial outcomes for clients, and they effectively integrate new media delivery systems such as Facebook, Instagram and twitter into inclusive campaigns and use these to convince clients that experts in social media can effectively deliver better results than doing so in person. Willott, (2011) suggest that changes in both technological and consumer behaviour have led to significant implications for the advertising industry. He argues that new media has given rise to the need to revisit advertising strategies and to the development of new ways of customer engagement for marketers during the communication process. Deuze, (2005) states that whilst engaging customers in advertising activities, new media has forced agencies to rethink new creative possibilities therefore creating challenges for adverting agencies as they have been used to a certain way of advertising which has always suited their business without taking the consumer into much consideration (2007). Therefore, it in this sense that new media has created both opportunities and challenges to advertising agencies and practitioners as they need to rise to the challenge of new media delivery systems by working in a way that will surpass or match or new media advertising. Falls (2009) suggests that advertising agencies are trying to figure out social media and if they want to continue to offer various marketing services to clients, then it is important to evolve and embrace some tenets of new media and adjust advertising strategies. He indicates that some agencies are adjusting by hiring smart new media thinkers; however there are still many that still operate in the same way they did before the introduction of media which has taken over the world of adverting. Falls, (2010) further states that many ad agencies have not yet figured out Interactive advertising; for example, Web 1.0 followed by Web 2.0 and many agencies and their respective creatives (art directors, copywriters, designers) and clients services teams are still not trained to think digitally. He argues that the problem is that there is a culture clash between advertising agencies and new media advertising and the issues can be said to both philosophical and tactical. (Kaplan and Haenlein, 2010). Philosophically, Falls, (2010) suggest that advertising agencies use a one-way communication system aimed at large groups of customers as compared to new media delivery systems which offer a two-way communication system; this requires listening and speaking. He further argues that new media can be deemed a multiple-way communication system as brands can speak and listen to customers and also observe or watch whilst other customers communicate with each other. Agencies creatives and strategic planners have to try and include similar communication systems however this will take a long time to achieve and can be costly as they have to either engage staff that are familiar with new media or train their existing staff on how new media works which may not be cost effective (Kaplan and Haenlein, 2010). It can be argued that new media delivery systems are customer focussed as it offers value for money to customers whereas advertising agencies are more business focussed and do not of fer to build a relationship with the customer (Coghlan, W. 2007). Therefore, philosophically, it can be argued that agency creative staff are being asked to all of a sudden master and undertake new methods of advertising and communicating which is in contrast to everything they have learnt in their careers. This has a direct impact on agencies as it directly impacts staff morale and can be counter effective. Looking at the issues from a tactical view, Falls, (2010) states that advertising creatives have always primarily focussed on traditional media and therefore are not wed savvy. For most of the employees, during the traditional advertising era, there were technological or electronic designing classes. Advertising was more art focussed which means the agency directors and designers were and still are more art focussed than technological. Traditional advertising is more linked to storytelling whereas web savvy specialists emanate from a technological era hence are experienced at in teractive or digital communication and work production. Falls, (2010) further states within advertising agencies, creative teams usually brainstorm to create their advertisements and are usually not part of the creative process and told what to input in their creative pieces by someone who makes the decision whereas those from the new media era are part of the creative process and therefore become part of the decision making process. (Reference). In addition, new media revolves around content creation, however, advertising agencies are incapable and ill prepared to create and produce the volume and type of content necessary for delivery systems such as Facebook, blogs, YouTube, Instagram and twitter, to name a few. New media on the other hand produces immediate quick conversational and responsive content whereas advertising agencies have to proof read several times and given the go ahead to publish. Advertising agencies buy advertising space and place advertisements for their clients and this is for a certain period of time however in new media, any posts last as long as the user likes and therefore are available to be viewed by more people generating possible new clientele (Reference). This has resulted in advertising agencies realising massive plummeting revenue figures. Due to advertising revenue falling due to plummeting readership and circulation, agencies have been forced to let some of its staff go which has endangered the quality of the newspapers and worsened the situation for advertising agencies (Currah, 2009a). Staff turnover has had a huge impact on advertising agencies due to loss of jobs due to most work which was manually done in old media being done technologically/electronically. Gregory, (2012)s research into how new media was impacting on advertising agencies indicates in the recent global recession in addition to new media appears to have left a massive impa ct on advertising agencies and their employees. Gregory, (2012) states several agencies had to downsize or lay off most of their employees while other employees moved to different industries because they were unsure about their jobs. Learmont, (2008), reports that according to a web based advertising agency media analysis of US Department of Labour employment statistics and news reports, advertising agencies in the United States shed more than 30,000 jobs in 2008 inorder to remain viable. However, in shedding these jobs, the agencies are likely to encounter further challenges as the laid off staff have the knowledge of how advertising works and therefore can get together and start their own competitive agencies that utilise new media and therefore pose more challenges as their customers will follow them in top their new businesses as they will already have a working partnership. These changes resulted in high turnover at other competing corporations; therefore, this weakened client ties to advertising agencies as most employees that individual clients had developed working relationships with had left the advertising agencies and therefore took their businesses elsewhere. Clients were unsure if these advertising agencies would continue trading which could negatively impact their businesses if the agencies went out of business (Gregory, 2012). Advertising agencies need to have consistent and trusting relationships with their afloat otherwise a non-consistent relationship makes it easier for clients to take their business elsewhere. Inorder to overcome McCabe, (2012 in Gregory, 2012) states that à ¢Ã¢â€š ¬Ã‚ ¦Ãƒ ¢Ã¢â€š ¬Ã‚ ¦.. its difficult to maintain consistent creative approaches and media buying strategies when writers, art directors and media buyers dont remain agency employees beyond one airing of an advertising campaign, This mainly results from low sta ff turnover following agencies retrenching staff go due to low clientele leading to agencies losing their income base. Most business that was traditionally handled by advertising agencies has now mostly been taken over by new media advertising. Business owners appear to prefer this type of advertising as they argue that whilst there are certain challenges in using new media for business advertisements, these are outweighed by the opportunities in terms of cost, longevity of displayed advertisements, reaching target audience on a wide scale (e-marketer, 2016): for example, advertising on Facebook also advertises on Instagram meaning you place one advert on one delivery system and it appears on other delivery systems using Instagrams hashtag system. Due to the hours people spend on their mobile phones, emails and browsing social networks, a little time is now spent reading newspapers and magazines and usually by the older generation who still prefer traditional media advertising, advertising agencies that have remained afloat have had to completely change the way. Most customers would like to skip commercial and therefore prefer to use new media delivery systems which enables them to skip commercials and view whatever interests them. Epstein, (2015) states that advertising agencies and brand advertisers are still focussing on the short slots they that traditional media has used since the inception of traditional advertising because this is what they have always known and been good at. However, due to their reluctance to adapt to the changes brought by new media, the agencies are failing to reach their target audiences as the audiences have now been swept away by the new media and service delivery systems (Choi, (2011). Therefore , it can be argued that despite these changes and challenges being encountered by agencies, they are still inept to adapt to the changes that are ruining agency efficacy. Advertising agencies have become rigid to the ways to they practice such that they have been increasingly slow to adapt to the new media ways of practice (Haughteling, 2015) This could be a result of the way advertisements have been formulated in the past and because they have over the years successfully operated in this way, agencies do not see the need to adapt and evolve to the advertising trends brought about by new media and delivery systems. Haughteling, (2015) suggests that the big successful advertising agencies such as Omnicom, IPG[1], Saatchi and Saatchi and WPP to name a few, have adapted and focussed more upon its digital functions and in so doing, shuffled their teams to suit current trends and laid off excess staff and hired already qualified personnel who are adept in using new media. However, with a ll the changes the agencies have undergone, these have not altered the fundamental threats faced by advertising agencies in this era of rapid technological change resulting from the excellence of new media (Beeching and Wood, 2007). If agencies are ill-equipped to handle the demands of digital media, new partners who are ready to rise upto the challenge will continue to usurp business from the agencies and additional challenges will be realised by agencies and affect their efforts of trying to remain afloat and in competition. In addition, brands can directly partner digital influencers who have hordes of new media followers and play an important role in matching brands, manufacturers and clients as they help to coordinate broader campaigns (Benkler, 2006). Whilst advertising agencies place advertisements that aims to reach a wider group of customers, new media involves individually tailored person to person marketing (Hausman, 2012). New media uses targeting tools which enables advertisers to pay only for advertisements that they feel prospective clients who might be interested in the advertised products (Allen, 2015). Magazine advertising campaigns are commonly produced beforehand and are usually scheduled for months which does not satisfy the consumers need for new content on a regular basis (Hausman, 2012). New media on the other hand produces and immediately issues out regular new content on a regular basis. In addition, OGuinn et al., (2012) state that advertising agencies have periodical subscription fees as compared to new media which is mostly free or cheaper which results in new media having the urge over advertisements placed by advertising agencies. Therefore, this poses several challenges for advertising agencies as they lo se regular and prospective clientele to new media platforms which offers them much more for less payments. In addition to the above, advertising agencies do not completely. Conclusion In conclusion, it is apparent that the rise of new media has posed challenges for advertising agencies in that major changes have been realised within the advertising industry as a whole and to the role of advertising agencies in particular. Coghlan, W. (2007) states that advertising agencies work as a link between clients and consumers however the speed with which new media delivery systems avails new content on various platforms cannot be matched by platforms used by advertising agencies. New media continues to lead in the advertising setting and research shows that it still has a capability to gain further momentum with the next few years as more and more delivery systems are being introduced which appear to be favoured by both the customers and clients (Reference). New media advertising has opened a whole new wide world of opportunities for clients as more and more customers are engaging well with new media. Digital media use is global and is increasingly overtaking agencies time spent watching TV and reading newspapers in on the decline. Internet use now accounts for double the time spent using traditional media (Meeker 2015). New media is getting stronger; for example, Instagram, one of the new media delivery systems is expected to reach at least $3.8 billion business by 2020 (DOnfro, 2016). In contrast, advertising agencies are having to lay off staff due to a decline in clientele and moreso their advertising budget is increasingly decreasing due to a decline in their profit margins. References Andreasen, A.R. (2002). Marketing Social Marketing in the Social Change Marketplace. Journal of Public Policy Marketing.Vol. 21 (I) pp. 3-13 Deuze, M. (2010). Managing Media Work. Business Economics. SAGE Publications. London Fox, S. 1985. Making of Modern Advertising. New York Joseph, T. (2007). Breaking Up America: Advertisers and the New Media World. University of Chicago Press. Chicago. Liang, K. and Jacobs, L. (2015). Chinas advertising agencies: Problems and relations International Journal of Advertising Vol. 13(3) pp. 205-215 Marchand, R. 1995. Advertising the American Dream: Making Way for Modernity, 1920 1940 Berkeley: University of California Press. Miller, C 1994, Advertisers face an interactive future, Marketing News, 28, 14, p. 10, Business Source Ultimate, EBSCOhost, viewed 8 December 2016. OBrien, M., 2015. What Challenges Do Agencies Face? Agency Spotlight Marketing. Available online at: https://www.clickz.com/what-challenges-do-agencies-face-in-2015/25796/ [Accessed on 08 November 2016] Owen, B.M. 1999. The Internet Challenge to Television. Cambridge. Harvard University Press. Patten, G. 2015, Media buying will get harder, Campaign Asia-Pacific, p. 44, [Accessed on: 9 December 2016] Salman, A., Ibrahim, F., Hj.Abdullah M.Y., Mustaffa, N. and Mahbob, M.H. 2011. 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The Death of Print? The Challenges and Opportunities facing the Print Media on the Web. Reuters Institute Fellowship Paper, University of Oxford Andrew Currah (2009a): Whats happening to our news: An investigation into the likely impact of the digital revolution on the economics of news publishing; A Reuters Institute Challenge paper. Meeker, M. 2015. Internet Trends 2015, http://www.kpcb.com/internet-trends. Napoli, P. M. 2011. Audience Evolution: New Technologies and the Transformation of Media Audiences. New York: Columbia University Press. Newman, N., Levy, D. A. L., Nielsen, R. K. 2015. Reuters Institute Digital News Report 2015. Oxford: Reuters Institute for the Study of Journalism. http://www.digitalnewsreport.org/ Higuera, V. 2016.Advantagesand DisadvantagesofTraditional Marketing Accessed on 23.12.2016. Available onlie at: http://smallbusiness.chron.com/advantages-disadvantages-traditional-marketing-25573.html Absolute Marketing Group. (2016). 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Facing the Digital Reality: The Path to Future High Performance in Advertising. New York: Accenture Media and entertainment. Hart

Last year I did my placement in Cork Simon Communities Outreach project

Last year I did my placement in Cork Simon Communities Outreach project. I really enjoyed this placement and as I had a lot of knowledge on this project I decided to do my Community Development project on the Outreach project. I realised while working on the Outreach team how important the service was because when young people first become involved in street life they do so because they see no other option. Many leave situations of acute family breakdown or violent situations. They may have been exposed to alcoholism, drug addiction, abuse and have lived under the strain of poverty and unemployment. Street life seems to me like an insecure, lonely, frightening and dangerous situation for any person to find himself or herself in. Unfortunately people living on the streets are quickly exposed to alcohol, drugs, crime and prostitution. Many people do not know how to get help and many have lost contact with services. For the most part people who are out of home are not easily identified. They â€Å"hang around† and dress similarly to other people. They have however, no consistent support or care and nowhere they call home. For the most part they are invisible. This is where the Outreach Street Service's importance comes in; The Outreach team has a good understanding of the situation among people on the streets. Outreach contacts people out of home at risk. Outreach befriends people and builds trusting relationships with people. The Outreach team provide information about services provided and the location of these services. Oliver Hoegener created ‘The Yellow Leaflet' which Simon published and the Outreach team always carry these leaflets to give to new people on the streets of Cork. Outreach also puts people in contact with services and all street work is documented. History The Simon Community was established in Ireland in 1969, there are now 4 Simon Communities in the Republic of Ireland; Dublin, Dundalk, Galway and of course Cork which was set up in 1971. The philosophy of the Simon Community is the framework, which guides the community's policies, practice and day-to-day running of its projects. The guiding principles set the parameters within which the staff work and residents live while in the community. The community's philosophy is based on Acceptance, Community, Long-Term Care and Campaigning. The philosophy also embraces and includes, A commitment to justice, sharing, creating space for people, being as democratic as possible, being part of the wider community, providing care, support and solidarity, valuing relationships, encouraging participation, inclusiveness. The community also has a strong voluntary ethos. The community's policy is to: Empower people, to encourage independence, to encourage people to take responsibility, to be inclusive and to facilitate those who wish to tackle any difficulties they may face such as alcohol and drug addictions etc. Change is not a primary focus, though it is facilitated where possible. There is a strong emphasis on Confidentiality in Simon, all matters relating to residents remains confidential and all people involved in Cork Simon Community must bear in mind that all clients have a right to privacy. This enables trusting relationships to be built within and between various members of the community. All workers must respect clients as individuals with the ability to make decisions and changes in their lives, in light of their beliefs and values. The Outreach project is a new project of the Cork Simon Community. Since January 2002, the two Outreach workers (Carmel Moore & Oliver Hoegener) have been doing intensive street work in Cork. The project is targeting ‘rough sleepers' and offers easy access to support and advise on a wide range of issues. One of the main aims of the project is harm reduction and prevention as well as making and maintaining contact with service users on the street. The Outreach team liaise's with other agencies such as Drug and Alcohol Services, the Homeless Adolescent Unit and the other Drug Task Force Projects. Outreach links in with a wide number of other groups in the city e.g. YMCA, Gardai, Southern Health Board, local community groups, youth workers etc. Outreach works in collaboration with the existing Youth Homeless Drug Prevention Project as well as with other Simon projects, such as (1) The shelter; where the Outreach worker and shelter staff can establish times that the outreach team can bring people into the building to gain access to the shelters services. (2) Day centre; again the outreach team works from the day centre in befriending people and building new relationships with ‘rough sleepers'. (3) The Soup run; The nightly soup run meets between 60-80 people each week some are sleeping rough while others are living in the private rented sector or in corporation flats. The Soup Run provides hot meals, blankets, advice and companionship for the homeless. In March 2002 the Outreach team set up a Lunch run, they were aware of the need for a weekend service because places like the Upper Rooms only provide a Monday to Friday service and a lot of Cork's homeless people were dependant solely on the soup run at weekends as their only source of food, similar to the soup run, the lunch run gives out tea, soup, sandwiches and fruit in the evening around the streets of Cork city, I think this was an excellent service to set up because while on placement I did the lunch run and it proved to get very popular after a few weeks of being established, it is only the Outreach workers which do the lunch run. The two Outreach workers work more closely with the Youth Drugs worker and liase with the volunteer co-workers on the nightly soup run. Managed The Crisis Services Manager who is accountable to the director of cork Simon manages outreach. Financed A substantial amount of money required to run the Simon Community on a day-to-day basis is raised by the community itself through voluntary fund-raising such as flag days, church gate collections, Simon shops and sponsored events. The State also contributes to the Simon Communities running costs in the form of rent. While each Simon Community is autonomous and is responsible for financing and running its own projects, all Communities work closely together and collectively form a national federation with the national office in Dublin acting as a resource, servicing and co-ordinating agency. Working together as a national body has many practical advantages and gives expression to that founding principle which states that no one community alone can ever be Simon. Evaluation From working in the Simon Community I do believe that the organisation is a very successful one. From attending weekly meetings where issues like barrings, a residents physical/mental health, issues that occurred in all areas of Cork Simon etc, were being discussed, I realised how complex it was just to run the whole project and how some decisions that were made had such a huge impact on other people e.g. a rough sleeper being barred from the use of all Simons services, these decisions really annoyed the Outreach team because then as the Outreach worker it is your duty to go out on the streets, find this rough sleeper and try to get them into other services. Even though the whole organisation is so complex and controversial you just have to look back at Simon's vision of society where: there is no homelessness, and compassion, respect and empathy are the core of the community's relationships, and justice, equality and social inclusion are central to state policy. Also the mission of the Simon Community to develop preventative strategies that will divert people becoming homeless, to campaign for the right for appropriate accommodation and responsive services for the homeless, to provide quality care, accommodation and services which support and empower people who are homeless, marginalized, vulnerable or socially excluded. I believe that the policy of Simon and the Core Values are very realistic, Simon does not discriminate and in theory the organisation is getting stronger and providing an essential service for the homeless of Cork.

Analysis Of George Orwell s 1984 Essay - 2052 Words

Heavy oppression from a powerful government can be overwhelming and burdening. Citizens suffocate under the rules and regulations and are denied freedoms that should be entitled. When it comes down to this, there are many who prefer to not rock the boat, or do not even see the oppression happening. However, there are a selected few that fight the authority. George Orwell used his skillful techniques to create a dystopian novel that describes his nightmare vision of a possible future society. This work is remembered today to warn citizens to be conscious as to what is around us, what is controlling us, and where our hope should be. The novel, 1984, written by George Orwell has opened reader’s eyes on the power-hungry political systems forcing oppression, while rebelling against these governments in search of hope, love, freedom, and uses an impressive skill of timelessness in his writing to make a powerful impact still studied to this day. An omniscient power known as Big Brother rules over the province of Oceania. The word itself, Oceania, sounds promising and delightful. To the citizens, there is no other province; it is believed to be the best and only. This territory is broken into three classes: the Inner Party, Outer Party, and meaningless Proles. The small, ruling Inner Party has the others unknowingly brainwashed. They are programmed into following orders and rules with fear of consequence otherwise. The citizens even have an official language, newspeak, which theyShow MoreRelatedAnalysis Of George Orwell s 1984848 Words   |  4 PagesCritical Analysis In the George Orwell’s novel 1984, much of the society is watched and have no privacy of any kind. Every person in the Party is under surveillance. In effect, these people cannot live freely and independently, but it seems to be an impossible task because of of the Party surveillance, and how they limit thinking and manipulate reality. We can similarly see these concerns and their effects in today s society and the ways the novel also acts as a warning for the future. In 1984 a manRead MoreAnalysis Of George Orwell s 19841423 Words   |  6 PagesIn the novel 1984 by George Orwell, the Party has many strategies and tactics that help them have complete control of the people of Oceania. The control the Party has maintained gives them the ability to manipulate people as a result. The Party takes away the people’s freedom to have a say in their government and become their own person. They use their power to an extreme against the people rather than to help the people. The Party takes advantage of every opportunity to instill fear in the citizensRead MoreAnalysis Of George Orwell s 1984 949 Words   |  4 Pagesâ€Å"1984† is a story which takes place in what was then the future of England. The book illustrates a dystopian society in which a government figure named â€Å"Big Brother† rules above all. The country is surrounded by eyes so to speak, devices called â€Å"telescreens† are in houses and buildings to monitor wha t all of the citizens are doing via camera. Coupled with that is the existence of the â€Å"Thought Police† whose sole job is to monitor citizens from committing â€Å"thoughtcrime† which is essentially thinkingRead MoreAnalysis Of George Orwell s 1984 923 Words   |  4 Pages1984, is a book written by George Orwell giving the reader a view of what a dystopian government would be like. The government of Oceania controls the lives of it’s citizens; posters of a figure known as â€Å"Big Brother† are seen all over and emphasize that he is always watching it’s citizens. The government enforces rules and regulations amongst it’s citizens, restricting them from giving their own opinion or even opposing the government. Thoughtcrime, face crime, and double think are all strictlyRead MoreAnalysis Of George Orwell s 19841450 Words   |  6 PagesThose familiar with George Orwell’s â€Å"1984† will recall that â€Å"Newspeak was de signed not to extend but to diminish the range of thought.† I recently felt the weight of this Orwellian ethos when many of my students sent emails to inform me, and perhaps warn me, that my name appears on the Professor Watchlist, a new website created by a conservative youth group known as Turning Point USA. I could sense the gravity in those email messages, a sense of relaying what is to come. The Professor Watchlist’sRead MoreAnalysis Of George Orwell s 19841377 Words   |  6 Pagesvarious types of governments, such include democracy, oligarchy, and more specifically, totalitarian. A totalitarian government gains extensive amounts of control and power over all of their people, and dominate over every aspect of their lives. George Orwell’s â€Å"1984,† conveys to its readers how the government presented totalitarianism and obtained control over their citizens. This action by the government compares to the massacre of the Holocaust, which portrayed the act of totalitarianism by aiming discriminationRead MoreAnalysis Of George Orwell s 19841029 Words   |  5 Pages Imagine a world where everything you knew had to be forgotten, and you knew nothing more then what was being told to you. In George Orwell’s book 1984 this is exactly the case. Winston Smith, a m iddle aged man, lives a life already planned for him. Smith works at the Ministry of Truth rewriting the news and other articles to follow the teachings of Big Brother. Big Brother is the leader of Oceania, one of three world powers, and aims to rewrite the past to control the present. Oceania is separatedRead MoreAnalysis Of George Orwell s 1984 Essay1127 Words   |  5 Pagesfirst civilizations of mankind, yet it is difficult find one that is perfect even till today. George Orwell shows an example of this within 1984. 1984 was written based on what Orwell thought the government would be like in 1984. He used his personal knowledge and experience with the government to create his story. The setting of 1984 is set in a superstate where there is a totalitarian government. Within 1984 and the 21st century one major key stands out: corruption rules both governments. Trust isRead MoreAnalysis Of George Orwell s 19841026 Words   |  5 PagesIn 1984, by George Orwell violence contributed to the plot by having three stages of reintegration. The stages are to learn, understand, and to accept, Winston was forced to learn that 2+2=5 under torture, understanding that the party is good, and seeks power for its own. Winston accepts and understands the Party and Big Brother as soon as Winston wishes the burden of torture on someone else who he loves, and to learn that Big Brother is eternal and that 2+2=5, Winston then is committed and loyalRead MoreAnalysis Of George Orwell s 1984 1122 Words   |  5 Pagesfreedom. A growing debate concerning Orwell’s 1984 relevancy is quickly on the rise. Orwell’s fear of a totalitarian society led him to write this book as he lived during the totalitarian movement in Russia. The fear of a totalitarian society spreading sparked his fear and wrote this book to make people understand that it is not benef icial to society. I feel that with the the National Security Agency in the United States, the issue and relevancy of 1984 has never been higher. The public is discovering

John F. Kennedy s President Of The United States

John F. Kennedy When John F Kennedy served as the 35th president of the United States his overall goal was to issue civil rights for everyone. Fortunately, he was very successful in doing so when he achieved this goal before being assassinated. Many people would argue his presidency was a failure due to the Cuban missile crisis that almost started a nuclear war, however, due to Kennedy s leadership we were able to come to a peaceful agreement. John F Kennedy was successful in office because he prevented nuclear armageddon, established the Peace Corps to help struggling countries, and achieved his goal of civil rights in America. After World War II ended in the Cold War was on the brink, it was the beginning of the nuclear age†¦show more content†¦Kennedy supported a band of nuclear testing, believing it would prevent countries from obtaining nuclear weapons. He envisioned of the test ban as a first step to nuclear disarmament. (Nuclear Test Ban Treaty 2) President Kennedy announced before Congress the dramatic and ambitious goal of sending an American safely to the moon before the end of the decade. (Steve Garber) The overall goal was to be rushing to the moon. Kennedy felt great pressure to have the United States catch up in overtake the Soviet union in the space race. (Steve Garber) his goal was achieved July 20, 1969 after his assassination, when Apollo 11 Commander Neil Armstrong stepped foot on the moon. Many argue the event was staged in just a pressured attempt to beat Russia to the moon, however proof using satellite video showed the US successfully made it to the moon within Kennedy set timeframe. This is using inherent powers because James Meredith was the first black man to attend the segregated school of Mississippi University. On September 20th 1960 Meredith arrived to enroll at the University of Mississippi, only to find that when he arrived governor Ross Barnett was there to cease this from happening, physically not letting James in. (Ole Miss: James Meredith) On September 29th president Kennedy called Barnett to persuade him into letting James into the University of Mississippi. On a recording over the phone Kennedy says, â€Å"I