Assignment Two Essay Example | Topics and Well Written Essays - 250 words - 1

Assignment Two - Essay Example icle on â€Å"The effect of unionization on the gender earnings gap in Canada† by Shamsuddin and University of New England (1996), women are not as organized as compared to men when it comes to joining unions. Gender variations in unions are a critical topic in Human Resource Economics because students in the management class get to understand the role that unions play in a state. The second question is on the topic of 21st century unionization rates by genders. Have the rates of men and women in Unions changed in the 21st century? Contrary to the number of women who joined unions in the 1990s, women in the 21st century are now joining unions at an increasing rate. Women in 1981 were at a rate of 31% as compared to men who were at a rate of 42% in terms of joining unions (Barry & Wilkinson, 2011). The 21st century unionization rates by genders serves as a fundamental topic in Human Resource Economic because students in a management class are in a better position to address gender differences among employees as future managers. Lastly, the other question is on unionization rates in Canada and United States. Is there enough evidence to show that the unionization rates in Canada are similar to those in the U.S? According to Barry and Wilkinson (2011), there is little research showing the possible causes of gender variations in Canada. Therefore, it is necessary to conduct more research to fully understand the gender variations in unions which are in Canada (Shamsuddin & University of New England, 1996). The unionization rates in Canada and the U.S are important in Human Resource Economics because they allow management students to understand the factors that have an impact on different countries when it comes to managing unions or different employees as future

E Books To Replace College Textbooks

E Books To Replace College Textbooks E-learning is today gaining serious grounds as most institutions of learning are fast adopting e-learning methods and techniques, at the same time doing away with the manual learning technique which involves text books in institutions/Universities. With the advent of e-books, textbooks are fast becoming obsolete as Hellman revealed that, it is even more economical using e-books than textbooks as it saves time (11). Methodically, it is observed that it is more economical to acquire E-books than a manual textbook. The general cost of acquiring an E-book is much cheaper or less than a text book. Experts advise that it is much more economical to use e-books in a learning process than textbooks. One can save more when using E-books than when using textbooks. Today, E-books are generally accepted as the generality of students studying in various institutions would prefer to save for other purposes, if they discover that it is cheaper than acquiring a manual textbook. The possibility of the se E-books is another aspect that makes it very feasible to use than the manual textbooks. With the availability of electronic gadgets like the I-Pad, Palm tops and other electronic devices that can effectively aid reading has made the use of E-books feasible and has given it an edge over the manual textbooks, especially considering its cost. Table of Content Page No. Executive Summary.. 1 Introduction . 4 Portability . 5 Cost . 6 Availability 7 Method 7 Data . 8 Conclusion 8 Recommendation.. 9 Works Cited. 10 Introduction The e-book is just a literary work in a different form from the textbook, it is only a digital object that is composed of one or more standard and distinctive identifiers, broad databases as well as monographic body of content that is directed towards published books and accessed through electronic devices. Indiviglio explained that, both the textbooks and e-books receive the same content provided in print textbooks together with their print page numbers for note-taking as well as communication features that can only be obtainable through the internet Students are capable of printing out the pages they require at any particular time. Values in the e-book arena are being developed in five key areas that include e-book formats, digital right management format, digital audio formats, digital rights management systems as well as distribution and promotion. Each of these has an appealing technological aspect, but they are also motivating in terms of the stakeholders who encourage them. Th e internet has allowed us to take full benefit of the accessibility and user-friendly resources obtainable to us. Today, it sure seem like the era of manual textbooks have enjoyed their stay and rule in the learning process, now, the e-book is taking its turn and dominating the learning process. Besides that, at the beginning of fall semester, there is always a plan on how one spends his money and aside food and beer, a greater percentage of funds are always channelled to pounds and pounds of textbooks. Lately, e-readers have decided to set free college students from heaving anything to do with bundles of pages of manual textbooks that most of them drag home from the bookstore at the commencement of every semester. Melissa explained that, from Amazons Kindle DX to Barnes Nobles Nook and even the I-Pad, an age group of digital readers have pledged to restore overflowing backpacks filled with stuffy textbooks with a portable, lightweight slate loaded with every required book one will ever need for the whole semester or even for every semester (Melissa). But can one just go and download the books that are vital for class at that particular time? How expensive are they? Before one would consider going for an e-book, they should note that, the portability, the cost, and availability at any particular time is very critical. Portability Learning process is quite a task; therefore no one would want to make learning more difficult, but simple. Hoofing textbooks to class like a hunch back in most cases is quite a difficult task. Having 30 pounds of textbooks drooping off ones back in a bag that looks like it is about to crack at the seams, the spine definitely surfers (Melisa 23). However, rather than hoof over 30 pounds on the back, when there is an option of a portable e-book reader. Instead of 30 pounds, it will be preferably to use the e-reader in a device that is normally as portable as a magazine. Reading devices like the Kindle DX weigh about 1.1 pounds, while the I-Pad is just about 1.5 pounds. It is observed that, when assessing the cost of e-books they cannot be sold, which strikes a most important drive against any form of media that a lot of people would only presume converting directly to beer money once they are done using that book. However, another important note is that, the E-book cannot be borrowed, unlike the manual textbook. E-books cannot be lent and be destroyed on returned (Bilton). The plan or idea of splitting between two friends is not applicable to e-book and with this feature; the e-book can be preserved for a very long period of time and it also saves cost. Several e-readers claim that, e-book lending is permitted, but this is not quite true. On the other hand, one can lend an e-book, only if the publisher permits it and for a given time period of 14 days and just once ever, for the existence of the book. Some patents do not allow the borrowing of e-books, once an individual buys, it can be tattooed or customized to the individuals taste as nobody else will have right of use to that book except the owner. Cost The internet is a medium or house for enormous potential with several useful functions that are conveniently used to assist people save money in the long run. In this paper, the cost of acquiring e-books and textbooks when compared is much cheaper than textbooks. When discussing the expenses of books in relation to college students, Bilton states that, but it is a very important cost. The average public university student spends $1,122 per year on books, according to the College Board (E-Books: A New School of Thought). Normally, this cost annually is for a public college student which is the least when comparing with a private university student. Comparatively, this is quite expensive relative to E-Books currently selling for $3 to $7 range (Indiviglio). This to a great extent proves the overbearing cost of text, excluding the tuition fee. Students who buy e-books pay significantly less than the cost of either used or new books, with an average savings of about $60, the advantages can extend when the universities decide to select digitally (Hellman 14). Students at the University System of Pennsylvania, for instance, are enjoying great value at a great price, now that the university system has partnered with Course Smart. Course Smart is an online bookstore that bears over 90% of all major textbooks used in Higher Education today as E-Textbooks. The objective is to achieve this particular goal of benefiting as a university, and also acquiring the personal gain that comes with using it (Hellman 14). Availability Today, it really looks like the textbook is more available than the e-book, but no, that is quite not true. E-books require just the electronic devices and the printing it online and not on paper like the textbooks. The textbook requires printing on paper which is extremely expensive. Paper is made from wood that is supposed to be used in other meaningful economic means, but rather waste it on printing textbooks that will get rot after a period of time (Indiviglio). But the e-book is always accessible and can be preserved over a long period of time; it can also be referenced whenever the need arises without it being depleted like the printed textbooks. This really makes the e-book more available than the printed textbooks. Method Today, the e-book has made the very expensive competitive and would soon be decided whether it will continue at its high rates or not, the I-pad and the Apples e-learning devices will cost less than taking a whole pile of textbooks. For instance, Mokey asserted that various schedules supported on books could make a University freshman consider whether he really need it for different introductory courses, he will rather get to consider how much he will be expected to spend on e-books than his normal printed textbooks. After drawing his plans, he will get to decide whether to go for e-books as it will cost him far less than what textbooks will cost him. Though, money might not really be a great cause to look into an e-reader, a student will discover that, buying e-books will cost him less than getting printed textbooks from the stores, he will get to keep the e-books for a long period of time while the textbooks might get rotten over time. Mokey also cited that, two students went to sh op online in online stores, after buying from a normal book store to compare prices; they observed that, the online shopping was far cheaper than the textbooks gotten from the book store. Data When comparing different brands, it is observed that between hefty textbooks and the new e-reader, the e-books can save a full pack. For example, writing systematically would cost about $66.50 brand new textbooks from the US book store, while a simple download of an e-book could cost just $46.30 on the Amazon and one will get a total savings of about $20.20 for just a single book (Bilton). Different factors in the used-book market and savings decline a little more like the portrait for instance. It is observed today in schools that, most students prefer to buy their books online, rather than go to normal stores and get printed textbooks for their learning. Data released from a survey monitoring students behaviour with the likes of books reveal that, the Apple I-Pad tablet is gradually dominating and it is already more popular than the other forms of textbooks used by students. But the easy accessibility to textbooks makes some school administrators question the effectiveness of the e -reader. Also, the resale value of e-books when compared generally reveals that, it is more economical to textbooks. Advantages One of the main advantages of the e-book is the low cost. There are no printing, storage, or postal fees involved with e-books, therefore the product is produced at a lower cost. This is an advantage for the production company and the consumer. Traditional textbook costs have been an ongoing problem for college students worldwide. In an effort to follow the trend of textbooks rising cost, it was found that the average prices rose 186 percent between 1986 and 2005, and continue to shoot up each year far faster than inflation (Jeffrey Young). This price increase has taken on toll on many students pockets with a cost of more than 80 dollars per book on average. In an article discussing the expenses of books in relation to college students, Baumann states, Its a significant cost. The average full-time public university student spends $1,122 per year on books, according to the College Board (Ebooks: A New School of Thought). This is more than twice the amount e-books users are spending. S tudents who purchase e-books pay substantially less than the cost of either new or used books, with an average savings of about $60 per book. That is a huge saving, especially for those who already struggle to pay for their tuition and books. Our objective is to maximize students savings by more than 50 percent. The update function is also an important advantage that the e-book holds. The e-book allows for instant updating of outdated material without having to purchase new material. Traditional textbooks are available in several editions, because the authors continue to add new findings. Since the e-books are a part of an electronic database the information is easily accessed for renewal. This prevents the students from having to purchase new editions, with minute differences from past editions, but sold for a higher cost. This is a factor because if the textbook is a new edition used books arent available; therefore the student must purchase the new book at the full inflated cost. Other advantages of the e-book are the convenience, weight riddance, saving trees, and the bookmarking, highlighting, annotating and search capabilities. E-books are typically purchased and download from the internet; therefore this may be done from home. That saves time for students who may work full-time or half congested scheduled. Also bookstores are known to have long lines causing long wait times. This time constraint could be eliminated with the convenience of purchasing the e-book at your own leisure. Along with that advantage is the withdrawal of carrying these books. Textbooks weight can be overbearing, especially when a student is carrying four to five books at one time. Some books, particularly for economics or the hard sciences, can weigh up to seven lbs. each. This proves that the baggage can get physically exhausting. On the other hand the e-book is baggage free, if assuming students will access information from school. If others choose to carry and alternate device, s uch as a laptop or kindle, it still would not amount to half the weight of carrying even two traditional textbooks. Using the type of devices also saves trees. According to ecology.com, Nearly 4 billion trees or 35% of the total trees cut around the world are used in paper industries. The one-third percent of trees cut down for paper could drastically decrease with the ebook conversion. The environmental friendly paper alternative could be vital to our health and the environment. Although the ebook can be printed if preferred, this is a matter of personal choice. The ebook proves to be environmentally and economically sound. In addition to contributing to the environment, these devices also have capabilities that textbooks does not. They hold the options of bookmarking, highlighting, annotating and searching through text. These are means that could make studying easier. It saves time and relieves the difficulty of searching through material for needed information. Bookmarking, annot ating, and highlighting text is also useful for preserving thoughts and ideas, and organization. This helps maintain a trouble-free studying experience with just a click. Disadvantages The main disadvantage of the e-book is the concern of eyestrain and accessibility. The display resolution of computer screens and electronic devices is considerably less than the print quality produced by a printing press; therefore viewing the material electronically is believed to be a strain on the eyes. This can cause discomfort to the reader which could discourage study habits. The chair of the ophthalmology department at the University of North Carolina disagrees with this notion and went on to explain that it is not the screen causing the strain, but suggest its a variety of other factors that can cause physical fatigue (Dr. Travis Meredith). He then went on to further explain the problem and suggest a solution to the problem. Dr. Meredith states, the ergonomics of reading screens and the lack of blinking when we stare at them play a big role in eye fatigue. The current problem with reading on screens is that we need to adjust our bodies to our computer screens, rather than th e screens adjusting to us. This is something that students should consider when seeking comfort while studying. Another solution to this problem would be using the print option offered. Most e-books offer the option to print text, therefore the student is afforded the option to print the necessary text needed when studying for extended periods of time. This choice integrates the two study habits for the small fee of printing the pages needed. This function is also a solution to the issue of accessibility. Some students do not have access to the needed devices to access the e-books outside of school, others worry of not having ready access to the text in classrooms when needed. Those students could simply print the text from school libraries for home use. This enables the student to have the luxury of both electronic and printed text, if necessary. Other disadvantages of the e-book are the durability and battery-life. E-book readers are more susceptible to damage from being dropped or hit than a print book. This can become a problem when toting around electronic devices. When students are carrying around such sensitive equipment extra precautions should be taken. As with any piece of technology, the reader must be protected from the elements (such as extreme cold, heat, water, etc.). To ensure caution is taken students should protect the device with the proper cover. There is covered protection available to protect against these issues. If an instance occurs that the device is damaged, students may access the information from the online database it was originally purchased from. This solution is also useful to in case of data loss and other hardware or software malfunctions. In addition to the durability problem is the issue of the battery-life. Most laptops and other electronic devices have a battery life of three to four hour s. This may become a problem if the student is mobile with the device. In a situation such as this, students should carry a secondary battery as a back-up or bring along a charger. Most public places have available outlets and are equipped with free Wi-Fi for the purpose of studying and searching the web. This promotes positive study habits from practically anywhere. Conclusion The accessibility and familiarity provided by Apple, Pc and Macintosh computers is a very exciting one that will keep the use of e-books for a longer existence than the textbooks. Having had a great deal of experience through school, I strongly believe that, no knowledge is wasted and at the same time it is much easier to use e-books than it is to use textbooks. In my final school year, I decided I was going to use only e-books and that helped me greatly as I save a lot of money, got easy access to e-books than when I used to buy text books for my studies. Recommendation Today I am very familiar with e-books and nothing has been easier than using e-books for learning purposes. Therefore, I strongly recommend e-books for students in schools today as it saves time; it is easily accessible and always available as well as cost effective.

The Carbon Footprints of Sony and Dell Essay example -- Global Warming

The Carbon Footprints of Sony and Dell Abstract The purpose of this project was to investigate the carbon dioxide emissions of Sony Corporation and Dell, Inc. through the use of resources and the manipulation of rudimentary calculations and conversions. However, this comparison was not accurate because of lack of data on Dell's part. The significance of the data produced is it shows and compares the environmental efficiency of the companies targeted by quantifying their respective carbon footprints. Virtually all of the data obtained was found online through a variety of reliable sources, including the company websites of Sony and Dell and independent environmental reports. In order to compile the data, all information had to be converted into a "carbon footprint" unit, which is equal to grams of carbon dioxide equivalent per kilowatt hour of generation. In this way, the carbon footprint was able to account for all greenhouse gases produced by the respective companies. Thus, with the gathered data, it was possible to determine which of the companies was less environmentally harmful. The collected data from this project is significant because of the impending effects of Global Warming. The information provides an insight on how such large companies can work to make themselves "carbon neutral", and thus contribute much less to the greenhouse effect. Introduction A Brief Introduction on Global Warming In recent years, the issue of Global Warming has become a heated debate topic. In abridged terms, Global Warming is defined as an increase in the temperature of the Earth as a result of greenhouse gases, solar activity and other variables that impact climate. Much of the controversy surrounding Global Warming is whether ... ... provides data on the CO2 emissions of Dell Notebooks and Dell Optiplex's. Conclusion Conclusion Potentially, both Sony Corporation and Dell, Inc. have large carbon footprints. This is because from calculating Sony's carbon footprint, we can imply that Dell, Inc.'s carbon footprint will be roughly the same because the process in which their electronic products are created are similar. Furthermore, levels of product usage are roughly equivalent. While an accurate comparison could not be made, we did manage to determine Sony's carbon footprint. Also, some information on Dell, Inc's. CO2 emissions concerning their computers was gathered. Ignoring the inaccuracy of comparison, it can be said that Sony Corporation has easily accessible information and was given a higher rating than Dell, Inc. by Greenpeace, and thus has a lower carbon footprint than Dell.

Electronic media Essay

Man has a nature of curiosity. He always engages with doing something unique. In the past century they explored in many field. It was a time when a man could hardly think about the unbelievable development that is within reach now. Media is a mean of transmitting the message, thought, opinion and view point. In the beginning, man used horse and other animal to send the message to the receiver. It took time to deliver the message and the probability of spoiling the message was on the top. Now man has entered the age of science and technology. They have explored . They have got a tremendous achievement in many field as well as Electronic Media. We are living in the era of electronic media. None can avoid and escape from it. It is prevailing profound effects on advertisement, education, information, politics and other social activities. Electronic media has revolutionized the information system. Now everyone can be aware himself with current information and updates. So many TV channels in the country and internet websites justify the importance and advantages of electronic media where everyone has a freedom to exchange his view point freely. The electronic media has both effects, positive and negative. If it is playing a negative role, on the other hand it is educating, informing and entertaining the societies too. Today people are getting aware of their rights through the media. Many social programs on TV are presented to set the minds of the masses. Today’s youths try to find the answers to their questions and demand the authorities to account for because media has disclosed all that the new generation has to be aware of. As Pakistani media is pointing out crimes, ministers holding fake degrees, terrorism and inflation etc, it is appreciable because the responsible people can be brought to book in this way. Thus, the media, whatever– be print or the electronic media– its importance at least in the modern world cannot be denigrated. While we are sitting in our drawing rooms at home, we can get all the information of all happenings around the world. We get a sea of knowledge and all the information, relaxing at home. So much so good, but, what we notice today, with the freedom of the press taking new proportions, the media is becoming slightly out of control and also partial. The latest trend in the media is that it has become tainted with signs of extreme partiality. I personally feel that, the media is at times overstepping its limits and to some extent misusing its freedom. The job of the media is just to give information of what happens and not to add its own partial views to the information. The job of the media should remain restricted only to reporting facts as to when and how they occur, and leave the readers to form their own opinions. However, this is no truer of the modern trends of the media. They get news and paint them as per their own personal leanings and beliefs. This I’d say is not correct reporting as, it is likely to colour the views of the readers/ viewers. The task of the media is just to report and not colour the views of the people. It would be good if the media restricts itself only to passing On correct and exact information only, without any comments for or against any political party it would be doing its job correctly and sincerely.

Theories of Miscommunication

Throughout history people had their media to communicate about matters of public interest. Therefore today mass communication i. e. newspapers, magazines, journals, radio, television, film, video and many more are not new. The history of mass communication however evolved over time where by each culture was dominant during a certain period of time as discussed below. The oral communication culture was dominant during the pre-literate or pre-industrial time, they used the spoken word for communication, nothing was written, no news reports, television, and radio. Everything meant what it was supposed to mean, nothing was like ‘read between the lines. ’ The contrast of oral culture was memory. People relied on their memory, placed a higher value on the present tense. Oral communication is still dominant in areas where the written culture does not exist. Their histories are verbally told through stories and myths. The written and printed communication culture started more or less 6000 years ago with carvings and cave painting, phonetic alphabets have been known for little more than 3000 years ago, and writing as we know it today started way back in 800 BC. After the written word came into existence the spoken word became casual. Writing makes records for the creation of a historical sensibility for example science. In 1450’s a German, Johann Gutenberg invented the printed press. Publishing contributed to the advancement of literacy, publishing contributed to institutions such as schools and by the end of 18th century, printing press had created an entirely new information and mass communication culture. Electronic communication culture is today’s new form of communication, the electronic and digital media dominate the mass communication culture. Today something is true because it’s on the television and internet not because its printed in the newspaper. In the 19th century, photography and film brought about the graphic revolution. Television however is the most dominant communication medium. When defining mass communication one has to define it from different perspectives because of its background and latest developments. For this reason mass communication has to be through the various theoretic perspectives of mass communication which are. Media-materialist, emphasis is on the technical aspects and how technology of medium impacts on the nature of media messages and audiences for example difference between radio and television. Social culturist influence the social factors an media production and reception and functions of social media are emphasized. With the social materialist media and content are mainly seen as reflection on society. Mass communication has got focal points such as communication, medium, message, and recipient, or audience, public nature of mass communication and diverse content of mass communication. A communicator is usually a collective body a group of people responsible for the production of programs, news bulletins, films, newspapers, websites and many more. A medium or a media is usually of technical nature and can involve complicated production and distribution technologies and techniques. Also the channel through which the media content is transmitted and distributed. A message has both concrete and abstract meaning. It is concrete in the form of content being produced for example the newspaper story you can hold and read, a message is abstract in terms of the meaning encoded in the content by the communicator and the meaning the reader,viewer,listener attaches to and derives from the content through their own interpretation of the content. An audience is heterogeneous and usually unknown, without audience there is no media. Other questions related to the focal points in any definition of mass communication are for instance what we mean by ‘mass’ in mass communication? What do we mean by ‘public sphere’, ‘publicness’, and democracy? These questions have been approached from a number of theoretical perspectives. Let’s look at the theories. Julia wood in her book communication theory, explains theories scientific value and that it teaches us how to describe, interpret, understand, evaluate, and predict a phenomenon. It also o provides an over view of the development of a discipline. Its relations with other discipline’s and its future developments. For example effect theories focus on the effect of the media on personal behavior and the developed into a more holistic approach to the effects of the media on society and culture in general. Effect theories started from a behaviorist perspective closely associated with the positivism and behaviorism of the social sciences in the in the first part of the 1900s and then moved onto the more critical approaches presently practiced in the social sciences. Theory teaches us skills of describing, interpreting understanding, evaluating, and predicting a phenomenon such skills can become entrenched in ways we have to deal with our everyday relations such as relationships with colleagues and family members. Goals of theory are to then describe explain understand, predict control and reform. Theory has got building blocks such as: Ontology where we distinguish between two broad views of humanity, determinism and humanism. Epistemology which in philosophical terms is the science of knowledge, we distinguish it between two different schools the objective truth and subjective experience. Purpose according two Wood concerns the purpose of theory, it’s also distinguished between two schools the universalist and situationalists. Focus the fourth building block is concerned with the two broad schools behaviorism and humanism. When evaluating theory Wood 2000:41-47 suggests five criteria; scope, where we have to establish how well and how much a theory describes and explains, Testability, where a theory can be theorized about and investigated by different researchers and they arrive at the same conclusion. Parsimony which refers to simplicity. A theory does not have to be complex. The fourth criterion is utility where theories need to have a practical value in terms of our understanding, controlling and improving of the phenomenon. The goals of mass media are to understand the structures involved and the human agency in influencing these structures. Understanding of the media and its structural relationships will come from different theoretical approaches as discussed below. Different authors have different ways of categorizing theories, Little John (1992:341-374) distinguishes between macro and micro theories, Mcquail(2000:61-16) distinguishes between theories and approaches concerned with the relationships between media and society and between media and culture and a third branch of new theories and approaches concerned with relationships between new media and information society. How we think about the power of media, the media effects on behavior, and the functions of the media in society and so on is usually done from a specific theoretical approach. Below we distinguish between the seven perspectives. The positivistic approach emphasizes on scientific methods on knowledge derived from scientifically processed and analyzed data about a phenomenon. The scientific method requires that all phenomena should be treated in the same way. In research the same rules and same requirements have to be applied and met regardless of the phenomena under investigation. Assumptions in positivism Application of the scientific method involves processes of empirical research which will yield objective findings and will ensure that no subjective elements intervene to influence the validity of the findings. This reasoning rests on the assumption that phenomena’s are governed by universal laws which may be relevant through the application of the scientific method. It comprises of certain fixed steps which must be followed by all researchers and requires use of standardized procedures and techniques. A researcher is only important in the sense that he or she must apply the method correctly. Empiricism is usually related to the natural sciences and is also called scientific method. The concepts of objectivity and measurement are highly valued. Behaviorism concentrates on the experimental analysis of human behavior. To a great degree this method still underlies the analysis of communication problems as executed within the framework of positivistic approaches Functionalism is usually associated with the sociology of Emile Durkheim (1858-1917) and Talcott Parsons (1902-1979). It concentrates on repetitive observable phenomena or observable indicators of phenomena. Positivism and mass communication. In positivistic research the emphasis is mainly on the efficient working and management of the media, efficient production of media content, functions of the media, media’s effect on people and society. Weaknesses of positivistic approach The weaknesses originated from the work of German sociologist Max Weber 91864-1920) he drew his work from Wilhelm Dilthey (1833-1911) who emphasized the difference between the natural and social sciences. Dilthey maintained that as social researcher would only gain insight into the social world by not distancing himself or herself from it claiming to objective. Human action is not just observable response to stimuli but it is based on interpretation and understanding. Although positivistic research may claim that its findings are objective because of its use of scientific methods, human behavior itself is scientific and based on values intentions, interpretations, understandings, meanings and contents which may differ from person to person group to group and circumstance to circumstance. Critical approach. The development of critical thinking on mass communication has a long history. Critical thinking about mass communication started with what is called mass society theory. Mass society theory was formulated at the turn of 19th century and continued through the middle of 20th century. Began as a reaction to technological innovation that in turn gave rise to industrialization and urbanization. Assumptions Media has the power to influence the minds of average people. Media has corrupt minds. Media can initiate social chaos. Critical theory today Critical theorists today are primarily concerned about medias ideological manipulation of the masses and capitalistic use and misuse of the media by owners to foster capitalized values. We have to describe as closely as possible the ideological instrument of society. These are instruments such as church, the economy, military and media. These instruments are responsible for production, circulation and distribution of ideology. The concept of ideology is therefore the center of the critical approach. Assumptions Media are symbolic forms of expressions for example literature,theatre ,paintings, and many more. Assumes that the media and its different forms and genres like editorial comments can be read as texts. There is a relationship between production conventions and ideologies. There is a close relationship between media politics and the economy. Political economy is an umbrella for all those theories and analytical approaches which seek to understand how economic and political relationships, interests and affiliations determine the nature and functioning of social institutions and the impact or lack of impact of these relationships on social transformation and development. Public sphere. A German philosopher Jurgen Habermas (1979) argues that the modern market oriented media undermine the idea of public sphere as a place for debate where consensus can be reached on the basis of which rational actions can be taken. Criticisms of critical theory. It does not acknowledge the libertarian, informative, educational and democratizing role of media. Does not acknowledge the entertainment value of media for billions of people. Production theory has its foundation in the phenomenology and symbolic interactionism. Phenomenology is a point of departure in the social sciences from the work of the Austrian philosopher Alfred Schutz (1899-1959) Assumptions Reality is not given, but it is a structure of meanings constituted by human beings. The shared world is a pre structured word experienced inter subjectively. Symbolic internationalism centers on the process whereby meaning is socially constructed. Assumptions Reality is not given but created by human beings by virtue of their capacity to give meaning to their experiences. Meaning is embodied in symbols. On both phenomenology and symbolic interactionism emphasis is on meaning and how meaning is constructed. Semiotics is the study of signs and codes. How signs and codes convey meaning. The aim is to sharpen our critical awareness on the ways in which media use signs and codes to reflect represent and imitate aspects of reality with the purpose of conveying a message. Technological determinism This focuses on the technology of mass communication and how such technology determines the nature of mass communication and its role in society and the lives of people. Its aim is that a single cause determines all other aspects of life. Like economic determinism and biological determinism. Criticism against technological determinism. Lacks empirical support, its based on experimental research Does not acknowledge other research Information society approach concerns the role of the new media, information and communication technology in society. Its three broad enquiries are definition, characterization and description of new media, impact of Information communication on society, and policy related to new media. Post structuralist approach. s characterized by new social, economic, technological, global and cultural dynamics. Post modernity society’s structuralism emphasizes on the relationship between assign and its meaning and the role of the producer or author of texts to encode a specific meaning into texts. Post-colonial theory and Afrocentric approach seeks to situate and understand phenomena within the context of the larger and unequal g eo political histories of global and cultural power. Normative theory concerns the perceived and ideal roles of the media which are to play in a society or ought to operate if certain social values are to be observed or attained.