Critical Response Paper
In this paper, you will put together a marketing strategy to increase the global awareness and financial success of a global media product. You can either use the same product you analyzed in Critical Response Paper 1 or choose a different one. Your primary concerns in this paper will be making a cohesive argument for a particular strategy to increase awareness of the product and demonstrating your knowledge of course concepts through your use of them in guiding your strategy.
You will need to refer to and draw upon the theories and concepts discussed in the course to provide support for the marketing decisions you make. Course theories and concepts should help you make decisions about how to position the product globally. Should you focus on positioning the product as part of a global culture or should you emphasize connections with a local or regional culture? Is the product something that will be easily picked up in dominant global media flows or will you need to make use of diasporic contra-flows? Possible theories and concepts you can consider (these are just suggestions – this list should not be considered exhaustive):[unique_solution]
– World media pecking order – Media capitals
– Glocalization – The American argument
– The counter-American argument – Gross National Cool
– Digital fast food – Local ethnic/global ethnic
– Cultural proximity – Contra-flows
– Diasporic consciousness – Five dimensions of global cultural flows
– Positioning
Along with using course concepts to support your argument, you will need to make specific recommendations for actions to be taken to promote the specific media product chosen and not just general statements about increasing global awareness of any media. For example, if your product is from Korea, you will need to take into account the global flow of Korean pop culture and not treat it the same as you would American pop culture. Below are a few questions to consider when constructing your argument (these are just suggestions to help prompt your analysis – you are not required to answer all or any of these questions):
– How is the media product currently perceived globally?
– Is the media product clearly tied to a local culture? How can this local culture be connected to global media flows?
– Is there a large diaspora that you could appeal to in trying to spread the media product globally?
– How is the media product generally consumed? Is this consumption part of a global media flow?
These are just some of the questions you can reflect on as you construct your argument. You will need to make sure that you argument is well-supported with specific examples as evidence.
Finally, as part of the evidence you use to support your argument, your paper should include two scholarly sources (scholarly journal articles or books) other than the course readings. You are encouraged to use the Texas A&M University Library’s website in order to make sure that the sources you use are scholarly.
Your finished paper should be 4-5 pages (a minimum of 4 pages of content is required), double-spaced, 12-point font, and 1-inch margins. Your in-text citations and Works Cited should be in either MLA or APA format.
Once you have completed the assignment, you should submit the paper on eCampus in the Assignments folder.
Critical Response Paper 2 is due by 11:59 p.m. on Tuesday, March 19.