Critically evaluate the consequences of the consumers increased Essay

Critically evaluate the consequences of the consumers increased expectation that news should be free for content producers, advertisers and consumers - Essay Example Appurtenant to the digital revolution has been the radicalisation of communication modes, with the inception of chat rooms, email, instant messaging and blogs. In turn these novel communication modes have reshaped social interaction in the contemporary social framework within the continuous movement towards global homogenous cultural paradigms and international business networks (Volmer & Precourt, 2008). Indeed, Volmer and Precourt (2008) refer to the comments of a 2007 interview with Nike vice president Trevor Edwards, who commented that â€Å"gone are the days of one shoe, one advertising campaign, Now you’ve got to engage consumers on every level† (In Vomer & Precourt, 2008, p.2). A prime example of one of these levels is the immediacy of the social network Twitter, which enables instantaneous connectivity with consumers. As such, Comm et al highlight that â€Å"businesses can harness the immediacy of Twitter to innovate and build relationships like never before† (2009, p.xiv). However, whilst the social networking phenomenon clearly enables businesses a much wider level of access to potential customers; the increase in networking and peer to peer information dissemination has led to an increased expectation that news and content should be free (Shimp, 2008; Gupta, 2009). Furthermore, the increase in consumer control has led to consumers wanting more information before purchasing and the availability of free information has led to an expectation of free content (Volmer & Precourt, 2008). Accordingly, the increased consumer control and expectation of certain content being free clearly impacts the traditional method of advertising and marketing as a result of changes in consumer expectation. For example, business leader and Squidoo creator Seth Godin refers to the fact that consumers are more likely to be

How did nuclear weapons affect the dynamics of the Cold War Essay - 1

How did nuclear weapons affect the dynamics of the Cold War - Essay Example During this period, Cold War revolutionized global approaches to war. Military growth and development became the subject of the day, especially in both Eastern and Western blocs. High tension also became evident as United States and the Soviet Union embarked on a bid to arm themselves with nuclear weapons. A significant rise in the production of nuclear weapons was anticipated following the end of World War II. Both Eastern and Western blocs feared the emergence of yet another world war as time went by. This fear accelerated arming in both United States and the Soviet Union. These two countries had taken their respective positions as global superpowers, an aspect that fuelled the emergence of Cold War. Over the years, the two countries would accumulate weapons of mass destruction without necessarily engaging in physical war-like attacks. Cold War was a significant factor in shaping war trends across the globe. The Soviet Union consolidated the Eastern bloc while the United States of America did the same on the Western bloc. During this time, no fighting of significant scale was reported. In other words, the war was literally cold even though it lasted for decades. Based on these observations, the Cold War exhibited critical dynamics, most of which were subject to the influence of nuclear weapons. Weapons of mass destruction undoubtedly come with consequences that do not only affect the attacked party, but also the attacker. Atomic energy that is out of control carries devastating and catastrophic implications. With two nuclear-armed nations in a standoff, it was evident that the victims would comprise of more than just the warring parties would. In fact, memories of World War II reveal just how destructive atomic bombs and nuclear weapons are. In the context of war, a repeat of the Hiroshima and Nagasaki attack was an experience that warring nations would rather avoid (Miller,