Tag: marketing

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April 6, 2024

Introduction

According to the Global Risk Report for 2022, released by the World Economic Forum, the first paragraph notes that the last 18 months have been marked by a cycle of rapid digitalization across industries. Although the climate crisis and debt crisis were the most pressing concerns in the survey, it is clear that other issues, both within and outside the office, will also exacerbate over time. Conservative school boards have become platforms for far-right agendas that undermine the interests of public education, students, parents, and administrators (Henrikson, 2023; Lambert, 2022). While expected to remain nonpartisan, school boards are alarmingly ideologically driven (Henrikson, 2023; Anderson, 2024). There needs to be more direction and accountability regarding values and ethics, highlighting the importance of compliance, as it enables informed decisions. The public’s voice matters the most for the Asian American Pacific Islander (AAPI) nonprofit Make Us Visible California.

“It [ethical leadership in education issues] proves how diverse California’s socio-political geography is, which MUV CA must contend against. A longer-term strategy for MUV CA will involve getting parents, teachers, and students involved in school boards.” Charles Joesph Sato Montesa, the director of MUV CA, stated. “We are trying to understand what we are dealing with here” (Montesa, March 4, 2024).

Far-right figures have utilized school boards as a vehicle for directing public education, affecting students, parents, and administrators in ways that are detrimental to all parties involved (Henrikson, 2023; Lambert, 2022). An ethical leader must adhere to the principles recognized by the majority as “sound foundations for the common good” (Kim et al., 2022). In Southern California, especially, far-right vitriol has also trickled down into school boards across the state. 

Across the state, school districts operate independently, allowing for different curricula to be taught (Montesa, March 4, 2024). According to Kok et al., aspects of the social responsibility framework require organizations to assess their social responsibility and public interest within their confines (Kok et al., 2001). “Working conditions, diversity and inclusion, organizational structure, management style, communication, transparency, education, and ethics awareness are all vital components of that framework” (Kok et al., 2001). However, these changes must be initiated locally by grassroots organizing. Grassroots organizations are the only way parents and advocates can help educators teach their children by influencing school boards.  Accountability must occur for the organizations that allow such hatred to creep into school boards and for the practices of book banning, forced outings of LGBTQ+ students, resistance strategies against trans rights in schools, and the elite manipulating school boards for their organizations to keep the working class under their control. To reduce the influence of right-wing ideology, we must resist the resistance that often goes unaddressed. 

Summary of Ethical Issues

There have been few cases of overrun school boards dealing with government agencies (Henrikson, 2023; Anderson, 2024), despite the requirement that government agencies be nonpartisan. To follow these values and ethics, discussing compliance is essential. Values and ethics depend on one another; without them, there is no ethics or compliance. 

According to photojournalist Kelly Stuart, it is damaging to show people how none of the school board’s current leadership is from “organic mamas; it is elites and people with tons of money trying to destroy the public school system” (Stuart, April 3, 2024). 

Multiple school districts face the same far-right agitators traveling to meetings and exerting their influence on malleable parents to convey their organization’s message in all forms. Some of the top influences include Erik Prince, Betsy DeVos, Ginny Thomas, and Justice Clarence Thomas (Stuart, April 3, 2024). When forced outing policies came to light in a couple of Southern California School Districts, the Rainbow Youth Coalition and lgbtq crisis Hotline saw a 600% rise in phone calls regarding feeling suicidal.

  Stuart calls the issues she reports on school boards a “war of chaos” (Stuart, April 3, 2024).  She never planned to have so much involvement as a photographer (Stuart, April 3, 2024). However, there is no agreement to disagree with these types of agitators, which started to emerge during the anti-vax movement of the COVID-19 pandemic (Stuart, April 3, 2024). They will not speak to the media unless they deem the reporter on their side (Stuart, April 3, 2024). “And if you are not, you are risking your life to report on them. It is scary. Some of these elite people can kill [you] and make [you] disappear,” she said (Stuart, April 3, 2024). 

Elements such as wealthy and influential people pulling the strings are why a change in ethics can no longer come from the top; change must start from the bottom (locally) and work its way up from there. According to Stuart, suicides did happen once these outing policies came into effect. Parents had to leave the districts where they lived, and some kids became homeless (Stuart, April 3, 2024). She mentioned that those policies have a tangible impact, although it is hard to put a face to the conflict since they are confidential crisis hotlines. It often takes parents from different school districts to compare notes and consistently attend these meetings to identify the agitators creating so much chaos within their districts for their children. While Governor Gavin Newsom has made an effort to require media literacy in the classroom (Carillo, 2023; Dirks, 2024), these policies are not being effectively implemented in the California Bible Belt. It is up to public education advocates and parents to do the job.

“The most important thing to do is to track the pattern and then show up [to the local council and school board meetings], and you know, be willing to follow them to the other places they are going. Call them out and tell them that they are not organic. Tell them they are continuing the AstroTurf grouping,” said Stuart (Stuart, April 3, 2024).

Australia has a formal system to promote compliance with its values statement and code of conduct (Kernaghan, 2003). The Public Service Act requires reporting to parliament on APS values and code compliance (Kernaghan, 2003). Agencies must have procedures in place to determine code breaches and impose sanctions, such as employment termination, salary reduction, and reassignment of duties (Kernaghan, 2003). 

These sanctions are not practiced when operating with school boards (Shah et al., 2022). Despite its underutilization, termination of employment is used chiefly as a nonpartisan measure to address values applicable only to those in significant leadership positions in the educational system (Shah et al., 2032). There needs to be a leadership overhaul that integrates core values into public service values (Mahoney et al., 2022). In Southern California, right-wing activism is having a significant impact on school boards with instances of censorship, book banning, racism, and violence against educators and activists. Stuart is one of many who emphasize the urgent need for scientific publication and long-term documentation of these developments, highlighting the role of organizations like the Council for National Policy and Turning Point USA in negatively impacting education (Stuart, April 3, 2024). It is important to discuss strategies with other parents for countering an AstroTurf group’s efforts to undermine the transgender community, including tracking patterns connecting with different communities and exposing their true intentions. They emphasize the importance of small group organizing and coordinating efforts with other school districts to share information and create a united front. 

Montesa believes it is essential (2024) to adopt a framework adaptable to all independent school boards. He said that meeting people where they already are is the best way to start addressing issues, especially those related to public education disparities (Montesa, March 4, 2024). Montesa finds that progress is held by “dynamics that happen amongst all marginalized communities, especially communities of color” (2024). “Where we can start to acknowledge our shared values is what brings communities together” (Montesa, March 4, 2024). 

“When we discuss visiting visibility, we want to close gaps. The issue is humanitarian, and we talk about stopping hate at the end of the day,” Montesa said. The key is to build bridges and understanding. We are on our way to doing that. In addition, marginalized groups often do not get their voices heard in schools” (Montesa, March 4, 2022).

Dimensions of Media Literacy in Ethics

Disseminating information to the public is at the heart of educational values. Believing in upholding the highest standards of public service is essential; it is the backbone of any honest and trustworthy society. Without it, no media literacy is available to students and their parents. This leads to a downtick in knowledge regarding many subjects prominent in post-high school years, especially on social media. One must reinforce the values that define us and strive to create an environment where everyone feels safe, respected, and valued (Wang et al., 2017). Informing public servants of their responsibilities and expectations, and fostering greater bipartisan support for shared objectives, can help them achieve their goals more meaningfully. One must prioritize avoiding partisan conflict, as it can overshadow more significant issues at hand (Kernaghan, 2003, p. 717). It is essential to engage in constructive dialogues that are respectful and focused on finding common ground rather than resorting to divisive and polarizing rhetoric. This approach can lead to more productive and meaningful discussions, helping us arrive at mutually beneficial solutions. (Kernaghan, 2003, p. 717). 

Regarding corporate social responsibility and environmental management, Alexander Dahlsrud considers multiple dimensions, such as the ecological dimension, the socio-economic stakeholder, and the voluntary dimension. The most important topics are social, economic, and voluntary. It is also important to note that, according to Khoury et al. (1999), corporate social responsibility refers to the corporation’s overall relationship with its stakeholders. These relationships include “employees, competitors, customers, owners, government suppliers, investors, and communities.” Social responsibility involves investment, community outreach, employee creation, employment relations, financial performance, and environmental stewardship (Khoury et al., 1999).  

Unfortunately, school board operations often disregard codes of conduct that impact media literacy education (Shah et al., 2023). In the education system, termination is typically a last resort, bypassing partisanship and focusing solely on values relevant to leadership roles (Shah et al., 2023). There is a need for a leadership paradigm shift that prioritizes core values aligned with public service principles (Mahoney et al., 2022).

Ways to Combat Right-Wing Extremism in Education

Moreover, there is a pressing need for comprehensive ethics training programs tailored specifically for school board members. These programs demonstrate the importance of making ethically informed decisions, resolving conflicts, and upholding the values of inclusivity and diversity within educational institutions. By equipping board members with the necessary skills and knowledge, they can navigate complex issues with integrity and fairness. Regarding the improvement of public education, Montesa finds that it takes more than one answer to find a valuable solution (March 4, 2024). 

“A lot has to do with attracting more diverse and qualified individuals to the school. It has to start from within our communities and begin with education” (Montesa, March 4, 2024).

Taking proactive steps to enact positive change within conservative school boards is necessary to address their ethical challenges. Firstly, enhanced oversight mechanisms should ensure that school board members uphold impartiality and prioritize the interests of all stakeholders. Protecting these interests could involve establishing independent review committees composed of diverse community representatives to monitor board decisions and hold members accountable for any deviations from ethical standards. 

It is crucial to select definitions that retain the social aspect and voluntariness. According to Van Marrewijk (2003), for a CSR strategy to be successful, the contacts should be tailored to each business. As a result, when discussing education, all dimensions must be addressed to ensure effective engagement with stakeholders, and the definition must apply to a variety of contexts, specifically within the realm of education. The education system is not a corporation, but as big as one. Therefore, it is vital to use harmony with the definitions and analyze them to find a definition that fits precisely for education and its social construct. 

Stakeholders and Corporate Social Responsibility Connection

Therefore, the social, environmental, and economic impacts are the biggest concern for stakeholders, especially considering that education is a government institution. The optimal approach to corporate social responsibility involves proactively identifying and addressing social issues before they escalate and taking responsibility for any actions that impact individuals, communities, or the environment. The Commission of European Communities outlined a comprehensive definition in 2001, describing it as a “voluntary integration of social and environmental concerns into a company’s operations and stakeholder interactions.” This multifaceted approach encompasses a range of relevant subtopics. According to the Business for Social Responsibility in 2000, corporate social responsibility involves “ethical values, compliance with legal requirements, and respect for people, communities, and the environment, contributing to sustainable business success” (IBLF, 2003; The Business of Social Responsibility, 2000). 

Responsibility and Values Regarding Ethics in Education

Kernaghan (2003) emphasized the importance of leadership in integrating the correct values into public service. Senior public servants should inspire a shared vision and lead by example. In contrast, leadership based on values and ethics is essential at senior levels (Kernaghan, 2003). Values should be encouraged at all levels of an organization with dispersed leadership roles to integrate public service and core values (Kernaghan, 2003). Learning points such as values, ethics, and principles, clarifying and clearing the clutter, building a firm foundation, and shining core values remain a part of the discussion (Kernaghan, 2003). Furthermore, how does one get compliance amongst those involved? 

Conclusion

In conclusion, parents and organizations are unethical in creating and targeting school boards to influence LGBTQ+ issues through organizations such as the Council for National Policy. These right-wing groups have expanded their efforts to manipulate school board meetings and controversies; however, parents resist these movements. Then, those groups, the right-wing groups, also resist the positive movements against them. Currently, parents in California who are resisting the anti-trans movement are sharing strategies for countering intimidation and misinformation. Some notable school districts include Glendale, Chino, Fontana, Murrieta, and Temecula (Castle, 2023; Carillo, 2023). Christy Hurst, a Los Angeles-based school administrator in Southern California, notes a 600% increase in calls to a crisis hotline for LGBTQ+ youth due to recent policies (Hurst, April 3, 2024). There is also an anonymous woman who maps connections between far-right groups and individuals who face daily death threats. Stuart, a photojournalist and mother in Los Angeles, consistently faces backlash and threats for reporting on anti-LGBTQ+ rhetoric (Stuart, April 3, 2024). Activists in Temecula, including Jen Reeves, have been facing severe harassment and vandalism due to their advocacy for LGBTQ+ rights (Reeves, April 3, 2024). Both Montesa and Stuart (2024) mentioned the importance that digital platforming and social media have in outing the ethical fallout created by the lack of media literacy in public education, which is causing a rise in violence against marginalized groups and those who speak for them (Montesa, March 4, 2024; Stuart, April 3, 2024).

“How else will you reach and grow an aggressive movement, if not word of mouth and social media? It is the new word of mouth, right? It is like how this is where people are, and I have seen so many people, but this is how you raise engagement across younger generations,” said Montesa (Montesa, March 4, 2024).

Therefore, corporate social responsibility can aid social-emotional learning by fostering empathy and caring for others, a teaching tool that can be incorporated into various curricula and local education policies. It is essential to consider this as education programs play a crucial role in the movement towards involving and evolving children. Promoting accountability and transparency within school boards requires greater community engagement and dialogue. Forums and town hall meetings serve as regular feedback mechanisms, enabling community members to voice their concerns, provide input on key decisions, and hold board members accountable for their actions. 

“Too few people are making the decisions, and often, these people should not be making these decisions. We focus so much on pedigree and an [broken] education system that naturally gravitates to our primary schools. That is not right.” Montesa said (March 4, 2024). “I want to see a school system that the students, teachers, and parents lead” (Montesa, March 4, 2024).

Furthermore, revisiting the process of selecting school board candidates could also lead to positive outcomes. Utilizing social media is necessary to further community engagement among Generation Z and older generations due to literacy differences (Hassoun et al., 2023; Hyman, 2021).

“Social media is compelling. [I] took a photo of this Glendale school board candidate named Jordan Henry, who was at a huge rally and standing next to a bunch of Proud Boys (white nationalists). That photo tanks him. It showed him with, like, [fascist] people in masks…it made him look bad,” said Stuart. “And that photo was everywhere; everybody took it and put it everywhere…he lost the race badly. So, the most important thing for parents to do for people who are resisting or allies is to watch the patterns or the pattern” (Stuart, April 3, 2024).

Implementing transparent and merit-based selection criteria and robust vetting procedures can help ensure that individuals with a genuine commitment to public education and ethical leadership are elected to serve on the board, as administration leaders, and as educators (Thompson, 2016; Wang et al., 2017). Overall, the emotional and social behavioral impacts of conservative school boards can create barriers to students’ holistic development, perpetuate inequalities, foster less inclusive environments, and provide fewer examples of media and health literacy, while also being supportive of diverse identities and experiences (Papp-Zipernovszky et al., 2021). Addressing the impacts of far-right board members requires promoting equity, empathy, and respect for all members of the school community (Anderson, 2024; Henrikson, 2023).

References

Anderson, J. (2024, February 29). The movement is making changes in public schools. Harvard Graduate School of Education. https://www.gse.harvard.edu/ideas/edcast/24/02/movements-making-change-public-schools 

Carrillo, S. (2023, November 24). California joins a growing movement to teach media literacy in schools. NPR. https://www.npr.org/2023/11/24/1215152769/california-joins-a-growing-movement-to-teach-media-literacy-in-schoolsLinks to an external site.

Castle, C. (2023, December 3). A community recall effort targets the Temecula School Board. LA Public Press. https://lapublicpress.org/2023/12/temecula-school-board-racist-recall/

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I’ve went from print journalism to marketing, public relations, advertising and back again. For now, I’m trying to stay in the social media manager realm because it allows me to write blogs.

Meaning I get to exercise my journalistic creativity on the regular. But seriously though, I cannot express enough how underpaid and undervalued I am as a content creator. I’m marketing a brand to retain clients and often I’m still stuck cleaning a break room.

How can I continue to create an organic outreach that reaches real customers when I’m not taken seriously?

This is why I’m in school. I’m kind of hoping that with the next tier of degree in my life, I’ll get taken a little more seriously. I want to help companies grow and I’m generally not given the resources or time to make that genuine connection happen.

Unfortunately living in the metropolitan area that would see my value in Southern California is a six-figure endeavor. I’m talking like, almost a quarter of a million dollars a year just spent on living comfortably.

And I’m not at that point in my life yet. I don’t know if I’ll ever be close. It seems like my generation really got the short end of the stick and somehow it was so bad that the impact has trickled down to literally everyone except the 1 percent.

Connecting to an audience in a prolific way is something that I crave. I constantly find myself reading these feel good stories but the problem here is that they’re all bandaids for some kind of poor practice. There’s better ways to connect to an audience.

I like to do it in writing because I have social anxiety. But then that anxiety took over my words too. Being in this program has really changed me. It’s caused me to become more humble but to also see that I’m worth more than minimum wage.

Journalism is the core of the communications field. The digital convergence that happens with public relations, marketing and advertising is propelled by media convergence. I have always felt like journalists are held to a higher standard than anyone else. This is because the public trusting us is vital to democracy.

We need to strive to do better. I will never not express how important it is to keep going for the optimum outcome. I know that not everyone in the Newhouse School is there for a journalism degree. Some might hate writing entirely. But when we all work together and pay mind to the ethics behind our careers, our lives are a little bit easier.

I hope I can take the inspiration I draw from this program and really make a difference in the world through telling news via different mediums. I’ve always been a writer. A poet too. But there’s an urgency I feel regarding closing the gap that is the digital divide by exposing misinformation and promoting social awareness as our whole world inches further into the future.

I feel like I really understand why good marketing, advertising, PR and journalism will always go hand in hand with each other. One cannot function without the other in our realm.

The amount of mediums is way too many to count and hard to keep track. Right now I’m loving podcasts because it’s a really old idea with a modern twist attached to it.

Multimedia is this whole different ballgame that really gives writers new and creative ways to tell the stories that they write. If journalists like myself can’t keep up with that, we’re going to slowly lose the media literacy we’ve grown to have.

Digital convergence isn’t going to stop, so we need to hop on the bandwagon and ensure that what does come out is used to the fullest extent of the product or service’s capabilities.

Having a free press is my everything. It’s a gift unlike any other. It’s used as a curse, in some situations. I respect it above all else though, always. If more people lose their respect towards this profession, we’re going to see more open hatred across the board.

I feel like so many demographics have been looked over until recently. And this new wave of marketing towards the younger generations through the likes of big data collection is super creepy. Highly intriguing to watch change happen so quickly though.

Who would’ve known that AARPANET would turn into this massive worldwide conglomerate that corporations are fighting to control the access to? A social awakening is happening that is only going to continue to grow.

As human behavior continues to change, we’re currently seeing something unlike anything that’s been recorded by historians before. It’s not Ancient Aliens or anything, but it’s still pretty great.

The ways culture is portrayed across the world is solely because the internet is here to allow for mass sharing. I’m all here for it. Let’s keep sending memes.

It’s so hard to say what else lies in the future. I’m kind of hoping that eventually I’ll have some brain implant that’ll allow a laptop to type my thoughts for me since my carpal tunnel will probably eventually take my hands out.

Other than that, all I can do is hope that there will be some regulations that will keep customization convenient and 75 percent less invasive. Wait no, maybe like 95 percent less invasive. I’m hoping for the best.

Kind of seems like we’re living in a dystopian universe already though. At least we’re all in this together, right?

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We can’t get away from social media and the impact it has had on the media, marketing, advertising and the realm of public relations. So it’s like the old saying goes: if you can’t beat ’em, join ’em.

Being able to understand and harness these new catalysts for communications helps us understand how commercialization, personalization, entertainment and media have all intertwined.

I decided to jump into the world of print journalism. I’ve found through the years that I’ve also had to learn to master various other platforms as well.

Multimedia rules our generation and while it’s sometimes scary and a pain to learn, it’s something that every journalist needs to get in order to push their career forward. It’s truly something that is a gift and a curse.

In the easiest terms, it’s a way to document memories without having so much of it on paper. What you say or do on the internet is out there forever.

Right now America is watching the impeachment inquiries of President Donald Trump. You can watch it on the television. You can watch it online just about anywhere–Facebook, Instagram, YouTube, various media and probably even Twitch. I happened to catch it on Twitter.

Yes, a social media website. How does that happen? I’m sure I’m not the only one to see it, and the internet gives everyone a way to pay attention. Whether at work, in school or at home, there’s a way to check in on what pertains to your life.

Now social media can be personalized to a point where you can see information while doing other things. We’re all multi-tasking. It’s also a case of the second screen experience.

There’s little tools like Google Home and Amazon Alexa that will tell you news headlines in real time while you go about your day. There’s all these ways to stay tapped in.

When the information is good, it’s that much easier to put trust in the second screen experience. But I feel like just how many journalists now operate with a disclaimer in order to differentiate from their bias, it’s important that every other part of the industry does the same.

For the most part, it does happen. But there’s still a few bad apples here and there.

Twitter is also a place where we can now see real-time commentary. It’s a place where we’ve seen every part of the communications industry flourish.

https://twitter.com/AOC/status/1194773240905961472

Public relations has a fast way to react to damage control and everyone can effectively communicate with each other in a way never seen before the digital era. However, if the intentions of good aren’t there, we’re just looking at more propaganda.

For example, think about how big oil companies are trying to push the narrative that they’re looking for a “greener” route to do their business. It’s clear that there is not.

Or what about how private energy companies like Pacific Gas and Oil or Southern California Edison can continue to push that shutting off power during fires is only beneficial to the fact that they are no longer liable if there’s a massive natural disaster that might have been their fault?

Thanking people for their “patience” is really the bare minimum. However it’s all they can do to not make anymore people blow up on them.

There’s also the fact that because of social media and callout culture, there’s no reason to attempt to hide anything from the public anymore. If there’s a farce, expect it to be revealed. Like..in the case of Californian Governor Gavin Newsom. Taking money from those he has recently scorned.

Unfortunately Twitter is a place where misinformation is a problem. That’s why it’s up to those in our field to be able to make things clearer for those without the media literacy to spot a scam. And it’s important to be able to keep an open line between companies and those that use their services.

If we, as journalists, don’t continue to learn innovative ways to utilize social media, it’ll probably overtake us. With the next presidential elections looming, it’s clear that we need to be wary of what’s to come.

But with vigilance, it’s apparent that the world is ready for the truth to be told and for personalization to come with it.