Media in Business Studies: Media in Business Studies: The The ApprenticeApprentice and and The CorporationThe Corporation

Laura PintoLaura PintoFall 2005Fall 2005

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Session ObjectivesSession Objectives

• Provide an overview of key media literacy Provide an overview of key media literacy conceptsconcepts

• Discuss how media literacy applies to business Discuss how media literacy applies to business studiesstudies

• Examine ways in which Examine ways in which The ApprenticeThe Apprentice and and The CorporationThe Corporation can be used in business can be used in business classroomsclassrooms

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Media Literacy DefinedMedia Literacy Defined

• Viewing or reading any media message, even newspaper Viewing or reading any media message, even newspaper and magazine articles, critically by being aware that: and magazine articles, critically by being aware that: – All media messages are created by someone for a specific All media messages are created by someone for a specific

purpose and target a specific audience or audiences, and are purpose and target a specific audience or audiences, and are constructions and the way they are constructed includes constructions and the way they are constructed includes words, images, and sounds. words, images, and sounds.

– People interpret media messages differently, based on their People interpret media messages differently, based on their own experiences and even prejudices. own experiences and even prejudices.

– Each media message represents someone's social reality, and Each media message represents someone's social reality, and can be skewed by editing, choice of words, choice of music, can be skewed by editing, choice of words, choice of music, etc. etc.

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Key Media Literacy ConceptsKey Media Literacy Concepts

1. All media are CONSTRUCTIONS.1. All media are CONSTRUCTIONS.

2. All media construct REALITY.2. All media construct REALITY.

3. AUDIENCES negotiate meaning in media.3. AUDIENCES negotiate meaning in media.

4. Media have COMMERCIAL implications.4. Media have COMMERCIAL implications.

5. Media contain IDEOLOGICAL and VALUE messages.5. Media contain IDEOLOGICAL and VALUE messages.

6. Media have SOCIAL and POLITICAL implications.6. Media have SOCIAL and POLITICAL implications.

7. Media have UNIQUE AESTHETIC FORM that is closely 7. Media have UNIQUE AESTHETIC FORM that is closely related to CONTENT.related to CONTENT.

Media Literacy Resource Guide: Intermediate and Senior Division. Toronto: Ontario Ministry of Education, 1989.

Taking a closer look at…Taking a closer look at…

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Overview of Overview of The ApprenticeThe Apprentice

• Season 1 – early 2004Season 1 – early 2004• 16 contestants, 2 teams, weekly competitions 16 contestants, 2 teams, weekly competitions

culminating in the boardroom segmentculminating in the boardroom segment

• Used by professors and teachers across North Used by professors and teachers across North America – though its applicability has been America – though its applicability has been contestedcontested

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How How The ApprenticeThe Apprentice fits into the fits into the business curriculumbusiness curriculum• Two approaches to classroom use:Two approaches to classroom use:FunctionalFunctional• Assumes that the program is Assumes that the program is

relatively realisticrelatively realistic• Allows students to evaluate Allows students to evaluate

contestant performance contestant performance based on their prior business based on their prior business knowledge and/or compare knowledge and/or compare to textbook casesto textbook cases

• Some teacher have students Some teacher have students “duplicate” “duplicate” ApprenticeApprentice tasks tasks

Critical ThinkingCritical Thinking• Questions how the program Questions how the program

“constructs” the business “constructs” the business environment presented environment presented

• Investigates subtle cultural Investigates subtle cultural and business norms implied and business norms implied

• Examines issues of equity Examines issues of equity and diversity in businessand diversity in business

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Themes to explore in Themes to explore in The ApprenticeThe Apprentice

• Functional themesFunctional themes– marketing, negotiation, entrepreneurship, group marketing, negotiation, entrepreneurship, group

dynamics and teamwork, management, employability dynamics and teamwork, management, employability skillsskills

• Critical thinking themesCritical thinking themes– power, stereotypes, gender (e.g., glass ceiling), power, stereotypes, gender (e.g., glass ceiling),

diversity (e.g., cultural and business norms that might diversity (e.g., cultural and business norms that might disadvantage some cultural groupsdisadvantage some cultural groups

Taking a closer look at…Taking a closer look at…

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Overview of Overview of The CorporationThe Corporation

• Explores the implications corporations as legal Explores the implications corporations as legal “persons” whose prime directive is to produce “persons” whose prime directive is to produce profit for shareholders regardless of costsprofit for shareholders regardless of costs

• Examines corporate actions as they relate to the Examines corporate actions as they relate to the WTO criteria for a psychopathWTO criteria for a psychopath

• Uses current events and interviews with corporate Uses current events and interviews with corporate leaders and pundits to illustrate pointsleaders and pundits to illustrate points

• Criticized by some for being too one-sidedCriticized by some for being too one-sided

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How How The CorporationThe Corporation fits into the fits into the business curriculumbusiness curriculum• Particularly useful to explore ethical issues Particularly useful to explore ethical issues

across business subjects: intro to business, across business subjects: intro to business, marketing, entrepreneurial studies, accounting, marketing, entrepreneurial studies, accounting, and organizational studiesand organizational studies

• Provides a wealth of scenarios and interviews Provides a wealth of scenarios and interviews that can be applied in multiple contextsthat can be applied in multiple contexts

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Themes to explore in Themes to explore in The CorporationThe Corporation

• Labour practices in developing countries (fair trade)Labour practices in developing countries (fair trade)• Ownership of “commons” (privatization of resources)Ownership of “commons” (privatization of resources)• Advertising to children Advertising to children • Stealth marketingStealth marketing• Advertising and public spaceAdvertising and public space• Social responsibility and accountability Social responsibility and accountability • Corporate involvement in government Corporate involvement in government • Influence of corporations on societyInfluence of corporations on society

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