Theories and Principles Unit 4 Dtlls

In psychology and education, learning is commonly defined as a process that brings together cognitive, behaviour and Humanists elements. This assignment shows the concept of the relevant theories and principles of learning and communication; select and critically analysed of how I plan to deliver these strategies in my own teaching; and reflect on the impact that these insights have had on my own practice and professional development. What is the definition of theory?To me theory is something which is explained to you, a system of ideas intended to explain something, one based on general overview. A definition of principles, to me is to be opinionated on how I feel towards chosen topic. Geoff Petty (2009) states that, `every teacher and every learner has a theory about learning. ’ To able to conclude my own theories and principles on planning and enabling learning I need to learn what is accepted to others. Research I understand there are many different theories relating to te aching and learning.Those that I have looked at are Behaviourist, Cognitive and Humanists elements. These are not new concepts. Although that some of these theorists are descended their work is still use into practices. Behaviourism is primarily associated with Pavlov (classical conditioning) in Russia; and with Thorndike, Watson and particularly Skinner in the United States (operant conditioning). In educational surroundings, behaviourism implies the dominance of the teacher, as in behaviour modification programmes. It can, however, be applied to an understanding of unintended learning.Classical conditioning in its simplest form is a type of conditioning associates by an external stimulus; in Pavlov original experiment this was a bell, with the arrival of a second stimulus which was the food, this resulted in a response to the bell which would have been achieved previously by the food. Frederic Skinner’s work was influenced by Pavlov’s experiment and the ideas of John Watson, father of behaviourism. His interest in stimulus-response of how humans reacted to various situations became fascinating. Skinner developed teaching machines, so students could learn, uncovering answers for an immediate â€Å"reward†.Humanistic, humanism and humanist are terms in psychology relating to an approach which studies the whole person and the uniqueness of each individual by emphasizing the study of the person overall. This behaviour clarifies the ability of learners to respond to the lesson. John Holt, How Children Fail (1964) states that â€Å"the school system could destroy the minds and emotions of young children. His blistering attack accused schools of inducing fear in pupils, and humiliating, ridiculing and devaluing them† This is a very generalised point of view due, to the fact that Holt is tarnishing all schools with the same reputation.However, it is important not to completely dismiss his views, as the point he makes about fear of failure is something we must be aware of in our teaching. In another humanistic approach which also fits within the humanistic spectrum is that proposed by Malcolm Knowles (1913-1977) his studies focus on adult education which was formed in 1946. Formal programs were for those sponsored by educational institutions, such as universities, high and trade schools in America. He implemented that adult education was pointed to the friendly and informal surroundings.This enhanced adult learners to take more responsibility for their destiny as they mature through the learning process. Cognitive learning theory is about how to learn rather than what to learn i. e. how to write a report, how to recall specific facts, how to use learning to solve problems or be creative. Cognitivism is â€Å"the psychology of learning which emphasizes on how we think and gain knowledge. Theorists are intrigued and want to understand how problem solving changes throughout childhood, how cultural differences affect th e way we view our own achievements, language development.Theories such as Jerome Bruner (1915) and Lev Vygostsky (1896) expressed the view that `expository teaching’ deprived learners of the chance to think for them, however Vygostsky approach `Zone of proximal development’ focused on the concept that what a learner could do today with they could do alone tomorrow. The behaviourist approach can encourage me to understand what motivates my learners and to challenge them on what goals they wish to achieve through their learning.These techniques can influence and can allow me to shape and enhance my learners into behaving in an acceptable way through Skinner’s theory of `Positive or Negative Reinforcement’. As a research a bi product of this will develop my learner way of analysing. This encourages a comfortable learning environment for all learners. Negative reinforces are ones that increase the chance that a behaviour will occur when it is removed. Punishm ents are events that decrease the frequency of behaviour that it follows (Skinner, 2003) Take the learner in the classroom that ontinually talk s to his neighbour; it reinforces his behaviour to continue, but if the teacher punishes him by having him stand up in front of the whole class and apologies, he will be more likely to refrain on talking again. Skinner believes that behaviour could be altered by using positive and negative types of reinforcement. Remember negative reinforcement is not punishment. If I have not covered everything on the original lesson plan, learning can however be measured making assessment and planning for next session easier.By constantly revisiting certain topics and using Question and Answers learners have an understanding on what they are learning and why. This would not be the case for all, based on behaviour modification there are also disadvantages to this approach. Repetitive learning may encourage some learners to remember information but it doesnà ¢â‚¬â„¢t necessary mean they have understood the concept. Some learners will not be confident to admit this and just produced the required answers without knowing how they got to the answers. How do we include rewards and why the reason for them?As a teacher I tried to implement these when suitable for all learners. If this is not done then the whole process will become confusing and motivation will be lost. This theory can tend to lead myself towards the `pedagogical approach to learning’. As covering that the Humanistic approach is relied for individuals to explore their own interest and curiosities this will assure them to grow into fully functioning, self-trusting, and independent people. All individuals are unique and have an inborn drive to achieve their maximum potential.This I can relate too with the learners that I teach, once they have discovered their own personality this will generally relate to their chosen career options this will give learners to have free will in the learning experience and can effect on the change of their knowledge. I use the Humanistic approach to learning within my classroom as practical is a massive contribute to my teaching. Carl Rogers, in freedom to learn (1969) states that self-directed learning delivers the considerable educational advantages of independent learning.Advantages which I find to this are that by meeting learners needs, each learner will feel valued and respected. This will help build up a level of trust between the learner and teacher resulting to excellent communication. When planning and delivering lessons, I include various activities to allow this to happen. At the end of each lesson I find that group discussions give the learners freedom to induce new ideas and to listen to their peers opinions. This gives them the tools to feel empowered and have control over how they learn.This sounds like a perfect andragogical approach but could have some disadvantages. We know that Bruner’s cognit ivists approach to learning is basis on emphasizing active restructuring of knowledge through own experience of life. With this theory the learner draws on his/her own past experience and acknowledges new facts, relationships and truths. Students interact with the world by exploring; asking questions and interpretation what is relevant to the subject. I. e. when tackling new ideas the learner relies on the teacher to give them the correct answer, assuming the teacher is in their comfort zone.To allow learners to achieve this transformation is by working in groups which encourages them to socially interact with one another which will then lead to process of learning, As a result this method students may be more likely to remember the concept and knowledge discovered on their own. Another strategy often used in my classroom involves embedding questions, which allows the learners to find out the answers to the problem before setting their task. This may again relate to their personal e xperience. Often organising school trips (exhibition, real life theatre) can allow the learners to interact with real life situations.I allow for discussion/debates around specific questions relating to that topic that I have structured to initiate points that are relevant to their learning. These theories have made me think differently to my own practise in the way I plan my lessons, which methods of delivery I use as well as how I assess what types of learning has taken place. I teach in a secondary school environment, where the learners go thought a transition from KS3, KS4 & KS5. The course is practical, but there are some elements of theoretical methods which gives learners the chance to demonstrate skills in a performance environment.I agree that planning for lesson is a strong area for me and my learners. As a result, I will always construct the delivery of my own teaching including the three learning domains. I found that the Bruner strategy had the most impact on my teachin g from both a practical and professional point of view. This has enabled me to encourage my learner’s involvement by utilising these methods. It has now become a natural part of my lessons, which involves incorporating Q&A as well as discussions to assess that learning has taken place in the Affective domain.My confidence has developed as a result, as well as my learner’s needs and communication is now at an all time high in the classroom. These areas are now a massive part as to how I deliver a lesson, as well as ensuring that communication flows both ways. After conducting research into the theories of learning, I have realised there are some improvements that need be made. One of these involves giving my learners more freedom and responsibility with the answers, rather than prompting them. I believe this simple change can breed confidence and progress for both me and the learners.Bibliography Skinner, B. F (Reprint 2003). The Technology of Teaching. Cambridge, MA: B . F. Skinner Foundation Petty, G (Reprint 2009). A Practice Guide Teaching Today. N. Thornes Forth Edition Holt, J C 1923- 1985 (revised edition) Classics in child development Knowles, M. and Swanson R. A, The Adult Learner: The definitive classic in adult education and human resources Harkin, J. , Turner, G. and Dawn, T. (2001). Teaching Young Adults. London, Routledge. Rogers. C and J. H Freiberg (Third Edition) Freedom to learn

Argummentative Essay Essay

You are to write an argumentative essay in response to one of the following topics: High school students aren’t ready to enter college. Age matters in relationships. All citizens should speak a second language. Your essay should have the following format: Paragraph I. Introduction: Give necessary background information and includes a clearly defined thesis statement. II. Supporting Evidence: Provide specific factual and/or anecdotal evidence to support your thesis. III. Refuting Contrary Positions: Show why counterarguments are incorrect. IV. Conclusion: Summarize main ideas and reaffirm your thesis. Expectations: Please use Times New Roman 12 point font, 1 inch margins, and 1. 5 line spacing. You may not exceed two pages. Deadline: This essay is due on Sunday, May 19th at 11:59 p. m. Please e-mail it rather than printing a hard copy. Evaluation: You will be evaluated according to the attached rubric. Mark| Criteria| 4. 5-5| The student performs the task very well, covering all the main points using a wide range of structures and vocabulary. There are no errors and the language is very well-controlled. Ideas are organized clearly and the student uses linking words with ease and proper punctuation. The register and form are also correct. The student greatly exceeds the level expected for the task. | 4-4. 5| The student performs the task well covering most, if not all, the important points using a good choice of structures and vocabulary. The language is controlled with few mistakes and the whole text is clearly comprehensible. Ideas are well-organised and the student uses linking words and generally punctuates. The register and form are also correct. The student is above the level expected for the task. | 3. 5-4| The student covers many of the important points using relevant tructures and vocabulary with few mistakes. There may be occasional incomprehensibility but this does not affect the overall understanding of the text. Ideas are mostly organized correctly and there is some use of linking words and punctuation. The register and form are mostly correct. The student is at the level expected for the task. | 3-3. 5| The student attempts the task. Some points are made but they m ay not all be relevant, clear or comprehensible. Structure and vocabulary contain errors that can affect meaning and there may be cases of incomprehensibility. Ideas may not be organized correctly and there may be little evidence of linking words and punctuation. Register and form are mostly correct. The student is below the level expected for the task. | Below 3| The student largely fails to perform the task. The student is not consistently relevant, clear or comprehensible. There are major errors of structure and vocabulary which affect meaning. Ideas are not well-organized and there is little or no evidence of linking words. Register and form may be incorrect. The student is well below the level expected for the task. |

Contradictions of human Essay

‘Novelists and short-story writers have a less or more sympathetic interest in the contradictions of human behaviour.’ In what ways, and by what means, are such contradictions presented in works you have read? Contradictions of human behaviour are a part of human nature. Authors perceive this phenomena and choose to develop the contradictions in their characters, by showing the differences in how a character interacts with different people. The contradictions serve to illustrate of how a character does not play a role that he or she is expected to play. In the two novels â€Å"July’s People† by Nadine Gordimer and â€Å"Madame Bovary† by Gustave Flaubert the contradictions are evident in for example July’s contrasting attitudes, Maureen’s transformation and Emma’s contradictory actions. A character’s persona is created by the way that he or she responds to another character. July is introduced in the beginning of the novel as being one of the many black servants that have waited on their white superiors. They have just arrived at July’s village which changes the circumstances and Bam and Maureen do not know how they should act. He is their servant and has been for the past fifteen years, yet he has changed roles to their host who is quite unwilling to let go of his newfound power. For example, July takes the keys of the bakkie and without asking takes it around to get supplies from stores but he also learns how to drive it. It would not mind Maureen and Bam so much if July had asked them, recognizing their possession over the bakkie. Because the bakkie is one of their only possessions at the village, they feel it is important to reinforce that it is theirs. At one point Bam feels it necessary to ask July â€Å"Is it yours July?† to make sure he understands that the real owners of the bakkie is actually him and Maureen. Moreover, prior to their refuge in July’s village, the Smales has only known the obedient side of July. However, the way that he bosses around his mother and his wife shows the authoritative side. The life in the village has been that the men are gone to the towns to earn money for them, thus while the men are gone leading a matriarchal family structure. When the men are home, however, they tend to nag about the decisions the man has made, but still accepts them. For instance, July’s mother keeps on insisting that the â€Å"white people will bring trouble† while July firmly states that this will not be the case and that they will be staying with them. It is not only July that acts differently towards the others. Towards her husband Emma Bovary appears to be a loving housewife, though outside her marriage she is adulterous. She tries desperately to be of the former, though she gets bored of Charles who is not the man that she has conjured up taking into consideration the romance novels that she has read in her childhood. Therefore she goes and tries to find someone who will fulfil her needs. However she is fully aware of the fact that the relationship with Rodolphe and Leon are not what she has dreamed of either. Though she is naà ¯Ã‚ ¿Ã‚ ½ve enough to give up everything for Rodolphe, seeing as she wants to elope with him. Even during the affair with Rodolphe, Emma seems to Charles as the most loving wife he could have. Though it is not until the relationship with Rodolphe failed and having received a letter from her father, that she beings to repent and tries in desperation to turn to God and become a faithful wife not only on th e outside but also in her inner feelings. The two female protagonists have some masculine features. Maureen, not so much at the beginning of the novel, but as it progresses her masculinity becomes more apparent in her efforts to find a place for herself in the village. She is also deprived of the comforts that she is used to in Johannesburg, even things for basic sanitation which disgusts Bam who no longer see her as attractive as he had seen her back home, even comparing her neck to his father’s. Moreover, without the routine of their married life, they find it difficult to continue their relationship as man and wife. When Maureen follows the black women to the fields one day, she is told soon after not to work by July, saying that the work the black women do are not fit for a white woman. This differentiates Maureen from the other women in the village, making her feel uncomfortable. Though it is clear that she does not have the same status as a man, as July does not treat her with as much respect as he would have done at home, as he yells at her in his own language, like he would do to one of his own women. Therefore she is confused by how she should act towards July and when she enters his women-free hut she must convince herself that she is different because â€Å"their relationship had been a working relationship.† Emma, on the other hand, is dominant in nature. Dominance being a masculine feature. She has admitted defeat over that she is a woman and therefore will not be acceptable to follow her dreams but she bosses around Charles in a way that she may be seen to be living off his life. For instance she persuades him to operate on Hippolyte’s leg. If it wouldn’t have been for her, he would not have attempted such a thing and Hippolyte may have kept his leg. Another example of her dominance in the marriage is when they are at the ball, Emma tells Charles not to dance as he will make a fool out of himself with his clumsiness. However, Emma has less claim to be at the ball as she is only a peasant’s daughter while Charles is at least middle class. Furthermore she dreams of belonging to the upper class, even though she knows that she will never fit into the picture as she is after all married to Charles. In conclusion, the authors develop the contradictions and incorporate them when developing a character. It is evident that people will have different reactions and emotions concerning various people which may contradict some of their actions or role in society. July shows a different side to himself confusing Maureen. Through this and other factors, she develops herself into a more masculine figure who becomes more independent of her family, symbolized by her crossing of the river at the end of the novel, while Emma is shown to be stuck in her situation and the only way out is concluded to be death.

Chinese history final essay based on film to live Movie Review

Chinese history final essay based on film to live - Movie Review Example China had conflicts with the USSR with regard to its border. During this period land was freely given to the poor, who engaged in farming. Mao, who had declared to be a Leninist, led discussion on the performance of the party. The educated citizens’ criticism led him to arrest several people. The educated group was under siege. The Mao led group was branded anti-rightists. The educated citizens were threatened of being denied promotions if they were to persist in their demand for their rights. The poor people in the old china had low status in society given that their high social class counterparts controlled them culturally. The communist group was despised regardless of the affluence of their members. The nationalist group was vibrant and determined to fight the radical communist group. According Yimou, the people in the old China held the subjective feudal autocratic perspective that communism was naturally the only way people could be governed (29). The animosity between t he nationalist and the communists compelled the nationalists to consolidate support from the Taiwan and the US government, to defeat the communist group. In addition, the pre-cultural revolution of China was aimed at challenging the male dominance in Chinese society. Women had no option of deciding their position in society because it is the male who decided everything concerning the lifestyles of the women. The pre-cultural China society was male-dominated given that no woman could become emperor of China during that time. In fact, even the juvenile female Chinese could not be given recognition. The negative effects of civil animosity in China were many. This aspect led to great disparities in the social realm. In this regard, the poor were exploited because of lack of financial power. Democracy was not practiced because the majority was poor; hence, they could not manage to marshal required numbers to oppose the rich. Even the labor unions could not protect the rights of the vulne rable workforce because the industrial leaders were corrupt. However, the oppression of the wealthy became unbearable culminating in reprisals from the workforce, and other groups. They capitalized on politics in their advances. For instance, they used the Communist People’s party to present their grievances to the Authorities. These groups faced oppression of different forms like prejudice and social segregation and discrimination. The emphasis of a class society was also a means of oppression and exploitation, especially in their workplaces (Â  Yimou, 25). The unskilled and the skilled Chinese people were discriminated, and their work was not recognized. On the other hand, women were required to take up only housework and other related domestic chores. Moreover, there arose the aspect of socialism which was also a tool of oppression of the poor. This meant that survival was guaranteed only for the elite. The understanding of the oppressors was that competition was warrante d in order for the social and financially fit people to survive while the poor forever remained in anguish and agony. In this regard, any support for the poor from the government side was highly criticized by the high social class people. This implied that it was the wish of the poor to remain in their low social status. However, the farmers who were also oppressed were discouraged by their fellow Chinese

Individual Case Study Assessment ( Faslane case study ) Essay

Individual Case Study Assessment ( Faslane case study ) - Essay Example Despite the fact that it is an installation by the Ministry of Defense, it is managed by Babcock Marine which is a part of Babcock International. The paper uses various theories and models to identify changes and differences between earlier management and current outsourced management. It also presents an analytical report on the case study about the leadership styles, the organizational structure and the processes of change as demonstrated in the study. The major objective is to show the changes that took place at Faslane before and after 2002, the drivers and resistors to the change, the organizational structure and the leadership styles with the use of various model and theories formulated as a guide. Faslane Case Analysis Qn. 1 The strategic change context in 2002 at the start of the change process at Faslane can be identified by the use of the change kaleidoscope by Balogun and Hope Hailey and the analysis on factors of change by Lewin Forcefield (David 2005). The strategy invol ves keys issues on change management which include strategy matters, context matters, inertia and resistance and leadership matters. Strategy matters identify need for change, context matter define the right approach to change as determined by circumstance, inertia identifies the existing ways of doing things that results to resisting change and leadership matters portray good leadership at all levels of an organization(David 2005). In diagnosing the change context, the types of change, the context of change is given as well as the Forcefield analysis is given. Strategic change context in Faslane identified four types of change including adaptation, reconstruction, revolution and evolution. The revolution changes involved a clear strategic direction, combining symbolic levers, various styles of managing change, monitoring and working with different aspect of existing culture. On the other side, evolution changes which were both transformational and incremental involved clear strateg ic vision, continuous change and commitment, identifying targets, winning minds and sustained management attitudes(Sadler, 2003). The change kaleidoscope designed by Balogun and Hope Hailey identifies the factors that necessitate change and the contextual features of change. In application to the case study of Faslane, this model is essential in describing the strategic change in 2002. Firstly, Faslane was originally run by the Ministry of Defense and the Royal Navy who decided that they needed to cut their management costs as well as improve their operational effectiveness. As a result, they established partnering arrangements with industrial firm Babcock Marine in 2002, which was then under John Howie. This brings out the need for the change and the contextual feature of time. The scope of the change at Faslane was highly transformational based on the changes in the working personnel, the human resources allocations of time, cultural influences and gradual nature of implementation (Wickham & Wickham, 2008). Secondly, the firm had to shift and obtain different management at the beginning who were conversant with organizational structure change from both marine and navy sides as well as do extensive research and study. The diversity had to be altered and the attitude of the employees towards change was influenced when they noted that it was for the best in the long run. Other factors that were considered included the capability of the management to effect change, the capacity to

$787 Billion Economic Stimulus Plan Essay Example | Topics and Well Written Essays - 500 words

$787 Billion Economic Stimulus Plan - Essay Example The $787 billion stimulus bill passed by Congress will not quickly solve the historic problems besetting the economy, but it could reduce the damage, while providing relief for the unemployed and the uninsured. Moodys Economy.com chief economist Mark Zandi says the bill could help end the economic slide. He warns, however, that the stimulus spending will likely be too small, given the size of the economic decline, and suggests Congress may have to revisit the issue (Kirchhoff) The plan we passed tonight will strengthen our economy by creating millions of good-paying jobs here at home; deliver tax relief for 95% of workers and invest in Americvas future by fixing our communities roads and bridges, improving our childrens education and making our country more energy independent. While House Democrats said the bill is needed to create or save 3.5 million jobs, Republicans countered the proposal would leave future generations saddled with debt. Republicans also noted they had little time to read the massive bill, which was released late Thursday night (Wolf) The crisis is so deep that only the economic reform policies alone may not bring the desired results. Many economists believe that the current recession may continue longer than anticipated. In my opinion, the life styles of the American public need to be fine tuned based on the realities. The greedy public accepted the offers (loans) from the financial institutions with both hands without properly evaluating their financial capabilities. They have approached the banks for everything and the banks were ready to help them without even assessing their backgrounds or financial strengths.The financial institutions miscalculated that the global economy will never exhaust and whatever the goods and services sold in the market will bring profit. Such irresponsible allocation of resources

Discussion forum Essay Example | Topics and Well Written Essays - 250 words - 1

Discussion forum - Essay Example On the other hand, the car saves an individual from using public transport and effectively protecting them in the cold weather. Other than convenience, the car owner learns to become more responsible while maintaining the car, which subsequently extends to their personal life. I admire the attachment you have to your dog. Indeed, explaining the process under which you acquired her, saving all your earnings as a child, which is a mean feat, explains the bond that started when you saved the first coin or note. The responsibility you have for the dog further explains the strong bond. As a result, you have grown fond of her and she is fond of you too. This emphasizes a feeling of security in each other. You are secure she has got you, and she on the other hand is secure to have you. On the other hand, your family’s love and adoration of her makes her become and feel as part of the family. Such an attachment started in your childhood lives with us forever. It is also significant that, you have been with Candy in some important phases of your life. Hence, the powerful attachment you both have on each

Comparing two non fiction texts (comparing two texts on travel) Coursework

Comparing two non fiction texts (comparing two texts on travel) - Coursework Example In the last paragraph, the author has posed a challenge to the coach operators to ensure the quality of services which are rendered at the hotels where the food and lodging is arranged. This clearly suggests that the author intends to warn the operators to be careful on their quality of service. However, the text also speaks to the tourists who are planning their holidays. By directly targeting the operators, the author is successful in communicating to a larger audience by advising them to make a smart choice. The author has creatively used a language which very much connects with people who travel. The author is thus assuming that the people reading it will readily understand this language. However, it must be noted here that the article has come up in a magazine exclusively catering for travelers and operators. As being a traveler himself, the attitude of a larger share of the audience is well understood by the author. This is evident in the interesting word choice of the author. The text largely influences both categories of the audience. It while on one side is urging the operators to be careful of their quality, on the other side it warns the travelers of inferior quality of service. The second text, which is an advertisement, intends to cater for fun loving travelers. The advertisement has very less text on it and is communicating to its audience through its vibrant colour and appearance. In that context, the layout of the advertisement has been successful in extending the desired message to the right audience. The target audience of the advertisement is clearly people who are looking for economy travel. The discounts which are being offered are prominently included on both sides of the brochure. The balloons included on the back cover would readily fetch the attention of the intended audience. The text included is aimed to persuade the target audience to avail the services on offer. The caption on the top of the page urges the reader to make use of the available holidays. Different from the first text, here is the reader is not being educated but is being influenced to travel in South Eastern Railway. The scope of entrainment in and around London is well portrayed in the brochure. The descriptions on different places included are also largely persuasive in nature. The author of the first text makes it clear that he is a person with lifelong interest in travel and businesses allied with it. He has stated that he is not an operator. These statements are helping to project the concern the author has towards the problems pointed out. This in turn makes the arguments of the author more legitimate. The article, through four different examples of quality issues in holiday by coach, is keen on suggesting the negative opinion towards the latest developments in the industry discusses. The author substantiates it by contrasting these developments with the pleasant past experiences. However, the author later in the article takes a balanced st and by putting the blame on the hoteliers and not fully on the operators. He even suggests that the quality issues exist even in cases where the operators are really good. The holistic perception that the author shares with the audience is an urgent need of quality check by the operators. Reading between the lines, the travelers are also warned to be careful of the lacunas mentioned. In the case of the

Industry paper Term Example | Topics and Well Written Essays - 1000 words

Industry - Term Paper Example When it comes to customer needs and wants, it is worth noting that the world sports apparel is expected to exceed $ 12 billion by 2015; this is according to the (BMI Research, 2015). The demand for the apparel sportswear is the protective package it comes with. Consumers of the product have the need to feel comfortable while in the attire. The flexibility of product must also be convenient enough to ensure that they perform to their best. Other needs include; the need to preserve energy, to increase the blood flow during the action as well as muscle recovery and protection from body injury. The customers also have the want to look and feel fashionable while playing their apparel (NPD Group, 2015). The introduction of high-tech fabrics is one of the major technological changes in the industry. Introduction of high-tech fabrics have had significant influences on the industry in terms of increased investments in research and development as well as manufacturing costs. This is because the new developments require special techniques and special materials for production (Companies and Markets, 2014). The major players in this industry include Lululemon, Adidas, Reebok, Puma, and Under Armour. The players are forced to re-invent their production systems in terms of the kind of materials they use to manufacture sports products and technology that they employ in their production processes. In addition, long-term investment plans such as collaboration with major global distributors of sporting apparel in order to remain competitive in the industry. The players are only able to achieve this by moving in tandem with the growth in technology and providing the required apparel to the consumers (Global Industrial Analysis 2015). Some of these technological changes are briefly discussed below Essentially, Lululemon Athletica embraces technology in a

Lost and Sex and The City Essay Example for Free

Lost and Sex and The City Essay They are referring to the kinds of programmes that are perceived as more expensively produced and, especially more culturally worthwhile, due to their subject matter or content. In the history of ‘quality’ television, it presents a daunting set of challenges. There is no central register of quality programming quality style is defined by depth and warmth of its characters and the use of self reflexivity and the notion that the writers and viewers enjoyed an unusual degree of freedom. The term also associates mostly on the issue of gender representation. In this essay I will discuss television shows, Lost and Sex and The City and how they have both proved great quality television through their success and interesting storylines. (Jancovich, Mark, Lyons, James, Quality Popular Television, 2003) The complex characters, settings and dilemmas are what make good quality television. This brings me to Lost. Lost is an American television drama that follows the survivors of a plane crash that end up on a mysterious island. Each episode typically features what happens on the island as well as a secondary storyline of the characters lives. Most of the characters in Lost are driven to reconcile a patriarchal crisis; Jack must resolve an ‘Oedipal’ conflict with his alcoholic father, John Locke must redeem his masculinity and after being manipulated by his father and rebuild his disabled body and Kate and Sawyer are repetitively haunted by their fathers and dark pasts. The whole island is an experimental site, emphasizing the constant distress of mystery that the island holds and the unknowing. Within this, each episode continues a story about each character, most encountering their violent fathers and how this will shape the collective islands culture. In one particular episode, ‘The 23rd Psalm’, flashbacks consist between Nigeria, the present day and a Nigerian beechcraft airplane that crashed on the island. ‘Mr Eko’ becomes aware that drug addict ‘Charlie’ has possession of a heroin filled Virgin Mary statue that he realizes has a connection to his own past. After discovering the plane on the island, Eko finds his brothers corpse along with it. The episode has an overall theme of redemption of Mr Eko’s religious leanings that have created a major turn in his life. This also challenges our assumptions about coincidence and fate and how the overall series depicts spirituality and realism through the characters pasts. (www. uk. tv. ign. com/artcicles/101/1011812p1. html) The director, ‘JJ Abrams’, creates strong character development and long term plotting which is why the Lost series remained so strong and captivating for audiences. The fact that people were being forced to live together and survive, made it interesting to watch because relationships were created very fast and viewers wanted to see love, fights and dramas as well as action and supernatural happenings on the island. In the first pilot episode of Lost, the first scene shows an eye close-up and character ‘Jack Shephard’ as he awakens in a jungle and notices a yellow Labrador retriever darting through the forest. He then runs through the jungle to a beach where he is faced with the disaster of the plane crash and people fighting for survival. Quality TV dramas are what make audiences want to keep watching and Lost is a great example of this because in the very first scene, viewers are already given that mind blowing experience and the drive to keep watching. The characters are also faced with the unraveling of the islands mystery and the motives of the unknown ‘Others’ who may also inhabit the island. The series tracks two major, interconnected themes; first, the struggles to survive and live together on the island and second, the lives of the fourteen main characters before the crash which is retold through flashbacks. It doesn’t follow the stereotypical television back story and allows viewers to become connected with the characters, their secrets and motivations. Jack is a doctor becomes the leader of the group; helping Charlie kicks his drug addiction and encourages ‘Shannon’ to pursue her relationship with ‘Syid’. Jack is seen at the very beginning of the series and in the last episode in the last scene where it re creates the first scene again only in a different context. The way Lost starts off, during; with all the inconceivable and unthinkable story lines, makes it so mesmerizing for audiences. After six seasons of plot twists, there was a completely thrilling but not entirely logical finale. Audiences across the world became worried about what Lost would end like and how everything could be explained because of its constant complexity. Lost is full of mind puzzling and gripping drama that has become a huge success through its mind blowing performances. (www. tv. com/shows/lost) Another American quality TV show is Sex and The City. Broadcast from 1998 until 2004, the comedy-drama series follows the lives of a group of four women; three in their mid thirties and one in her forties and throughout their different natures and constant changing sex lives, they remain great friends with high confidence. Sex and The City becomes quality television through the continual of its quirky storylines and modern social issues that explore the differences between friendships, relationships and revolves around femininity. The main character ‘Carrie Bradshaw’ is the narrator of each episode which is structured through her train of thoughts. Throughout the entire series, Carrie is entangled with her on and off relationship with ‘Mr Big’ and whose name eventually is revealed to be John Preston. Each character has their own individual unique personalities which female audiences can relate to and connect with. Sex and The City has proven to be one of the most successful and controversial television programmes of the last decade. In transforms the idea of the incisive widow into the life of the single urban female and emphasizes an upper class life. It also presents sophistication and yet, much of the generic and stylistic conventions, are by no means new to this specific show. (LeMay, Matt, Sex and the City and the Discourse of Quality Television: 2) ‘Once upon a time on a small island not too far away, there lived four smart, beautiful women who were all very good friends’. (LeMay, Matt, Sex and the City and the Discourse of Quality Television: 2) This quote already establishes the genre of the show and the kind of characters the audience may expect to see. Much of the criticism both positive and negative, show degrees of realism which suggests how they are entwined in the history of industry and market standards of quality television and determines gender and class. Many other dramas can be traced back to earlier ‘realist’ family sitcoms and still remain relevant to contemporary quality television such as Sex and The City. There is a particular emphasis on self reflectivity and the program’s representations and intersexuality. Through Sex and the City, the relation to feminism and sexual taboos positions itself in the history of television. Intersexuality occurs through the importance and real-life impact of the cultural phenomenon called ‘Sex and the City’. (Akass, Kim, McCabe, Janet, Reading sex and the city. London: I. B. Tauris, 2004) In conclusion, the serve to clearly set out the intended debate and issue of ‘Quality TV’, is the way in which critics and audiences currently define it and supplying a broad overview of the critical contentiousness of quality TV as a collective term. Quality Television is about captivating storylines, unique characters and enabling viewers to want to watch excellent programming. Within this, audiences are able to connect with the show through the interesting structures that are included in them. Bibliography Books: Jancovich, Mark, Lyons, James, Quality Popular Television, 2003) McCabe, Janet, Akass, Kim, Contemporary American Television and Beyond, 2007) Akass, Kim, McCabe, Janet, Reading sex and the city. London: I.B. Tauris, 2004

Understanding The Media And Celebrity Cultures

Understanding The Media And Celebrity Cultures Celebrity can be regarded as the subsequence of the cultural penetration of capitalist commercialism, as well as is the residual products resulted from the rising of popular cultural industry in the 20th century. The emergence and development of modern consumer society have carried on the flourish of celebrity culture. Popular culture is full of the celebrities radiance. The advantage of technology has changed peoples everyday life. The growth of income and leisure time has turned peoples attention on the issue of consumption. In order to satisfy consumers increasing desire of material and cultural consumption, celebrity and its relative industry have emerged and taken root in the ground of poplar culture. Simultaneously, the growth of social democracy, decline of religion power, and commodification of everyday life has contributed to current position of celebrities, they become the idols to the mass population in diverse aspects. In majority conditions, celebrities has become the es sential carriers of mass media, and also been fanatically imitated. Sports stars, movie actors and other kinds of public media images almost become icon and deity in many peoples mind. Celebrity culture has provided the role mode of fashion, external appearance, and personality for audience. In the world of mass media, celebrities has crosses from the range of entertainment, sports, politic, and business, to each territory of social life. From nobody to a popular superstar, the process needs an complete productive system, and undoubtedly, mass media is the best choice. Majority movements undertook by media are mainly surrounding the celebrities: the scriptwriter maybe make an executive screenplay for the celebrities; the movie director has possibility that shape a films star by classified image; the photography, light and costume might all serve the celebrity for his or her celebrification and commercial benefits. Under the impact of these series efforts, the fan group have come out , and then, a new market serving fans has emerged, by which, the deified status of stars have established and consolidated day by day. Celebrities utilize media to complete self-propaganda, media reversely use them to create substantial commercial return. However, in general, partial celebrities distaste the close supervision coming from media, similarly, media dislike celebrities arrogance as well. In this perspective, there is a kind of indivisible and hostile relationship between media and celebrities. In this study, there are two questions going to be answered, first, what kind of changes have happened on the way of getting fame under the context of contemporary consumer society? Secondly, what kind of role has mass media played in the process of celebrity production, or we can say what are the relation between mass media and celebrities? The Concept of Celebrity Culture There are many studies undertook of how the way of people getting fame has changed from ancient to contemporary period. It has primarily concentrated on the differences between hero and celebrity. Fame, as P. David Marshall (2006) stated, is only able to be gain through exemplified greatness in some way or other. In order to become great and known by everyone, a man has to possess the characteristics of making people admire his courage, talent or nobility. Shakespeare had divided great men into three categories: those born great, those who achieved greatness, and those who had greatness thrust upon them (P. David Marshall, 2006. p.72). Thomas Carlyle (1996) explained heros in six categories: divinity, prophet, poet, priest, man of letters, and king, all of who have a common feature that their process of getting fame is slow and by the natural way of becoming well known. Their fame was not made overnight, but was through a mysterious procedure as which God ruled the the generations. H owever, since the Graphic Revolution (Boorstin, 1992. p. 45), the definition of fame to people has changed into an item which can be manufactured through the channel of media. Celebrity culture has emerged, and peoples consciousness of hero have been confused. Actually, as P. David Marshall (2006) reported, the hero was distinguished by his achievement; the celebrity by his image or trademark. The hero created himself; the celebrity is created by the media. The hero was a big man; the celebrity is a big name ( p. 81). Rojek (2001) has similar point with Marshall, he believes that mass- media representation is the key principle in the formation of celebrity culture (p.13). He also induced the emergence of celebrity as a public preoccupation into three major interrelated processes: the democratization of society, the decline in organized religion, and the commodification of everyday life ( p.13). In other words, the democratic revolution challenged peoples idea of belief, they want to find the celebrities from common mankind, who can replace the monarchy as the new symbols of recognition and belonging (p.14). Simultaneously, with the development of commodification, celebrities are regarded as the best tools for mobilizing populaces consumption desire. In the following section, the primary task is to discuss celebrity culture in the context of consumer culture, and its impacts on our consumption habits. To the conception of consumer culture, there are a lot of versionsà ¯Ã‚ ¼Ã…’Chinese economist Lezhong Wang (2002) has defined consumer culture as the presence of humans creativity in the consumption territory, and the sublimation and crystallization of individually rational practices of mankind. Consumer culture includes natural environment, human environment, material resources made by human beings, spiritual and cultural products, and the consumption behavior which is full of creativity and benefits for human health. In addition, Chinese sociologist-professor Haohui Xiao (cited in the translation of Lezhong Wang, 2002) points that broadly speaking, consumer culture is the combination of consuming material and spiritual culture; in a narrow sense, consumer culture is the reflections of consumption on peoples ideology, which are including the elements of consumer philosophy, consumer value, consumer ethics, consumer behavior, consumer taste, consumer atheists and consumer psychology, which are the ideological totality of reflecting and understanding consumer character during the consumer practice. Synthesizing former statements of the conception of consumer culture, why don not we understand it simply as a material movement in the procedure of consumption, which is accompanied with psychological thinking and value orientation. When consumer culture has become a natural environment, consumerism was going to derive. The so-called consumerism points to a kind of living style: the consumer purpose is not for satisfying realistic requirement, but pursuing the manufactured and motivated desire, constantly. In other words, what people consumed is not the value-in-use of commodity and service, but their symbolic significance (translated from Pingwen Huang, 2003). The expression of consumerism in the territory of cu ltural consumption is cultural consumerism. Respective cultural products and cultural spirits inevitably play the role of symbolic consumer goods. These spiritual products on the form of entertainment is alternative, and capable of very rapid mobility, but the innate ideological values cannot be replaced. Thus in this context of consumer culture, what role of celebrity has played? For understanding the impact of celebrity on contemporary society, Chris Rojek (2001, p. 29) provides three approaches: subjectivism, structuralism and post-structuralism. Subjectivist emphasizes the unique characteristic of celebrity. Generally, this kind of characteristic of celebrity is from innate talent, which is formed naturally, and becoming the primary force that attract audiences attention. Structuralist approaches to celebrity have attempted to provide scientific understanding of celebrity. They attributed the origination of celebrity to the influence of the cultural industry capitalism, and masculinity (Rojek. 2001). Guy Debord (cited in Rojek, 2001. p. 34) has suggested that industrial culture as a culture of signs and the purpose of celebrity culture is to shepherd the populace into imitative consumption. On the aspect of capitalism, celebrities are serving entertainment industry, and the reason why the masses can be attracted by celebrities, as Edgar Morin (1961) claime d that because celebrities could fulfill the regressive needs of the audience, which is on the level of psychology. In this respect, the celebrity can be understood as a carrier of ideology. David Marshall (1997) following this due, suggested that celebrity has a political function. It could be applied to contribute, propagate and extend certain forms of subjective values, such as individualism and heroism. Marshall also claims that mass media is the essential channel to realize this political function of celebrities. In Marshalls statement, celebrities to the audiences has taken effect as symbolic signs, which are embedded with psychological meaning. Another proposal of structuralism is that celebrity is the extension of what might be called fundamental types of character and embodiment in society (Rojek, 2001, p. 40). For this suggestion, Orrin Klapp (1962) thinks that because of the mass communications industry, the fundamental types in contemporary society have been successfully extended by the appearance of celebrities, subsequently which provides the important prototypes for the audience to emulate. The most valuable approach of understanding celebrity culture for this study is the post-structuralism, which is frequently associated with structuralism, but examine the problem of celebrity images as a whole and how those representations of these images are produced and consumed. Rojek (2001, p. 44) defined the notion of the post-structuralist approach as that star image are inflected and modified by the mass media and productive assimilation of the audience. In this respect, the images of celebrities are the common consequence of the work of media agents, press, publicists, producers, fans, and gossip columnists. As a result, the celebrity system could be used to fulfill political, economic, and cultural requirements. Associated with the consumer culture previously mentioned, the following section will concentrate on the celebrification process. Above all, the precondition of celebrity culture the context of capitalist consumer society. The logic of capitalism requires consumers to maintain increasing consumption desire for capitalist accumulation. However, peoples desire are too various to unify. For constantly maximizing the market share, manufacturers need some thing that could tie consumers attraction in a long run. In this sense, manufacturers found that celebrities are the desirable issue because, as what I mentioned, celebrity has the function of filling the psychological lack in humans mind. Rojek (2001, p. 15) claims that celebrities humanize the process of commodity consumption by the way of structuring human sentiments. Then, why celebrity could attract audiences attention on psychological level? Richard Dyer (1998) has regarded stars as a phenomenon of consumption (p.17), which originates from the four categories relationship between stars and audience: emotional affinity, self-identification imitation, and projection. This types of audience and star relation was firstly reported by Andrew Tudor (1974) in his book Image and Influence, with the range of star and individual identification and the order of consequences. Self-identification and projection belong to the high range of identification, in the contrast, emotional affinity and imitation ( of physical and simple behavioral characteristics) are classified to the low category. Dyer (1998) furthermore integrated Tudors discourse, reconstructs the way of how these four categories of star/audience relationship emerged. Emotional affinity as the weakest category, maybe is the most common sense among audiences. Audience finds there are an attachment between he or she with the star on the narrative of individual personality, and then, the sense of involvement has brought up. Self-identification happens when involvement has reached the point at which the audience-member places himself in the same situation and persona of the star (Tudor, p. 81). As for the third category-imitation, which is the primary reason for stimulating consumption as it is the commonest phenomenon among the young people, and establishing a kind of sentiment with audiences beyond the sphere of media texts. People who reaches the category of imitation are willing to consider stars as a role model and emulate their clothing, hair style and expression. For this, purchasing the products which ar e relative to the favored star is a subsequent behavior of audiences on this class. Projection as the last category is like a distillation of imitation, which pursues the deeper similarity with the adoring stars. Dyer (1998) concludes that from this accounts of the star/audience relationship, audiences participate few in the process of shaping the phenomenon, they are generally following the designed routine of celebrity production. Thus to manufacturers, celebrities are commodities in the sense that consumers desire to possess them Rojek (2001, p.15). For the stable economic growth, capitalism requires mobilizing abstract desire in the unconsciousness, and celebrity culture has been recognized as one of the most important mechanisms for mobilizing abstract desire due to it embodies desire in an animate object, which allows for deeper levels of attachment and identification than with inanimate commodities (Rojek, 2001, p.189). After understanding the impact of celebrity culture on consumption society, the next step of the celebrification process is referring to the relationship between mass media and the celebrity, or we can say how media product the celebrity. In the following part, I will integrate detailed examples to elaborate this complex. Media and Celebrification Celebrity culture is a prevalent phenomenon in contemporary society, its main mechanism is on the strength of celebrities to reach certain purposes. However, different from the great man in ancient period, modern celebrities are made through the tautology of media publicity to get audiences attention on the big names. Under the system of media institutions, the appeal of celebrity culture is characterized on three major aspects. Firstly, celebrity culture has promoted in various territories, the so-called celebrities are not merely refined to the range of entertainment, such as film, television, and music, but also involving sports stars and political celebrities. And in the media world, celebrities are active in all the sphere of entertainment, politic, sports, business and social life. For example, Arnold. Schwarzenegger as a successful actor of action movie, got the same achievement on the ground of politic. Secondly, the commercial application of celebrities is increasing, which also can be called as celebrity strategy. In such a circumstance of globalized economy, the combination of celebrity culture and commerce is increasingly close, to some extent, celebrity culture already, become a commercial strategy. Mass media is the key force in the activity of celebrity culture for commercial development. No matter what kind of celebrities, in modern society they have to borrow the powerful strength of mass media, especially the channel of television to increase own fame. Actually, contemporary media culture seems to turn to a kind of celebrity culture. Thirdly, the impact of celebrities is more deep and broad. Celebrities impacts are not just restricted on the film ticket results, or television audience rating, the more effective one is that they are the symbolic of fashion, success. Dyer (1998) thinks the stars, mainly film stars, have become models of consumption for everyone in consumer society (p. 39). As what I mentioned previously, this phenomenon is resulted from a psychological imitation. In this respect, celebrities are beyond the images shaped in media texts, and intervening in audiences everyday life, with providing the models of ideal personality and imaginary style which are matc hing with audiences desire. To mass media celebrities are as well as irreplaceable. In capitalist consumer society, the sustainment of media institutions is largely replying on the immense profits produced by advertising sponsors, who seek to on the strength of media propaganda to prompt commercial interests. In this perspective, media needs to use the activity of celebrities to stimulate and sustain audiences attention and desire, consequently, to maintain the consumption of sponsored products and own economic benefits. As a result, the relationship between celebrity culture and media are interdependent. However, to media, the concrete celebrity member is changeable, to some extent. In following analysis, certain film stars are picked up to elaborate the relation between celebrity and media. In a long time, film as a typical formation of media means is the breeding ground for celebrity culture. As early as the period of silent movie, the Western film industry has created the superstar-Charlie Chaplin. A top hat, sharp toe shoes, black mustache, tunic and loose trousers successfully shaped the classic Chaplin and his Ciarlo image around the world. Resulted from the preoccupation to his image, hundreds of thousand fans went to buy the small statue of the homeless image he played in the film. In 14th December of 2004, the prop-a bamboo cane, which was used by Chaplin in the film Modern Times came under the hammer in London Christies auction house, and finally got deal by 47,800 pounds. (From Internet Source, Dec, 2004). From this, maybe we can see how successful and persistent the image shaped by film is. The development of movie has contributed numerous film stars , and who are also regarded as the essential element of Hollywood films. The big name of star generally is the guarantee of ticket value as audiences are willing to pay money for their favored stars, so producers as well as prefer employing stars to make predictable profit result. With the engagement of superstars and the frenetic hype before the show time, stars and the film could both be famous. An effective instance is the Hollywood film Oceans Twelve, which was showed on 2004, and assembled the top famous stars on that time: George Clooney, Brad Pit, Matt Damon, Andi Garcia, Julie Roberts and Catherine-zeta Jones. The executive official of Exhibitor Relations Paul has said that film fans commonly prefer the films gathering all stars together, watching this kind of film will feel like one time shopping for Hollywood top stars. According to the data of Exhibitor Relations in 12th December of 2004, it showed that last week, Oceans Twelve has got the top position of the North American Box office by $40,900,000 which created the forth highest box office of opening premier in the history, just after The Lord of Ring. Many Hollywood analysts even foresaw that Oceans Twelve will extend the success of the part one Oceans Eleven, and earn much more money. In the com mentary of this film, a large part of audiences said that no matter what the narrative is, they have to watch it just for the stars (From Internet sources, 14th Dec, 2004). By comparison, the commercialization of Chinese film industry and celebrity culture took place lately. In the early film times in China, a series film stars like Linyu Ruan and Xuan Zhou had few commercial feature, they just treated acting as a professional job. Besides, at that time China was still caught in the situation of foreign invasion and repression, the development of commercial system was not complete, the aim of filming a movie, to large extent, is for diffusing and agitating populaces passion and confidence of fighting, rather than earning box office and profits. This situation has modified since the conduction of the reform and open policy, people have noticed that film industry is good way for making profits. Film producers began to concern market trends, and be aware of the importance of contenting audiences needs, trying to search what kind of film genre and film star will be preferred by Chinese people, and for what reason audiences are able to consume films. As a result, from the gradual growth of Chinese film industry, it is clear that consumption pursuit is the precondition of film production and birth of star. Star Production or Consumption Within the interdependent relationship of celebrities an mass media, a question called the production-consumption dialectic of mass communications has suggested by Edgar Morin (1968), which means stars are a phenomenon of production that arising from what the film makers provide, or of consumption that arising from film audiences demands (Dyer, 1998, p. 9). Firstly, as for the discourse of stars as a phenomenon of production, which is regarding stars as products of mass communication. For example, majority American film stars are the products of Hollywood. Hollywood production has been considered as a capitalist production, and in this sense, the function of film stars is concentrated on the economy of hollywood (Dyer, 1998). Robert A. Brady (1947) suggested that stars are a kind of capital possessed by Hollywood industry, which is characterized as monopoly, which is also the first element in the economics of Hollywood classified by Dyer (1998). The second role of stars is investment . Dyer (1998) analyzed that stars to film makers are a secure guarantee, which could promise their investment on the film has the profit value. Thirdly, stars themselves are a major investment to film makers, the commission for stars appearance takes a large portion of the whole film budget. The last element stars representing is the market. Alexander Walker (1974) reported a similar point that the use of a star to stabilize audience response (p. 15). For film producers, an effective way to organize the market is to attract audiences attention. Secondly, the question is are stars a phenomenon of consumption that arising from film audience demands?. Actually, in Part1, the account of the star/audience relationship has answered this question by the audiences role in shaping the star phenomenon is very limited (Dyer, 1998. p. 18), because stars are made by mass media to satisfy the requirement of commercial interests. However, because the feature of modern celebrity culture is largely dependent on the work of media publicity, audiences have possibility to take a part in the process of star production. To modern people living in the consumer society, being wealthy and famous as a symbol of success, which actually is equivalent with the connotation of modern star. In American culture, the individualism is a primary value, which effects American people in everyday life. It advocates that everyone has the fair right to be successful as if you can grasp a good chance, and pay hard work, regardless of talent and application. In the star system, this value should have reformed, as it requires the ordinary people who want to be star have certain talent and specialness, of course, good luck is also an indispensable element ( Dyer, 1998). In this respect, under the context of modern mechanism of celebrity culture, peoples value towards success has changed. They dream of being famous, no matter by what kind of way. Apparently, being star is a deserving way to get success, because on the strength of media, maybe the dream will be realized overnight. As a result, in contemporary society, people who have a star dream is a normal phenomenon. Like I mentioned, media get used to mobilize audiences desire to maintain consumption. when they found audiences desire of being star, they have began a new round of star production among the ordinary people, as the economic return will be more intensive, in this operation, stars are playing the role of production largely. This principle has also been noticed by Chinese media system. The television program Super girl is an typical instance, which is operated by a local television station of China. The basic program policy is that, it provides a platform for ordinary people to present their talent on singing, any female who are interested in singing all could participate in this contest, the last three winners will get ten years contract with the music corporation, which means the winners of this television singing competition will be shaped as music stars. This contest has three professional music juries, but the final determinative right is in the hands of audiences, who can vote th eir favorite participants through mobile texts. Of course, the text was charged as several times as ordinary fee, thus undoubtedly, the communication corporation is the biggest sponsor. This program almost swept the whole country in that time, the reason why it can be so successful is because, first of all, it provides a chance for ordinary people o show their talent before public, which impossible in normal life. Secondly, it transfers the power of star production to audiences, which to some extent makes audience feel like they are more close to the star system, which in ordinary life is a fantastic stuff. Lastly, through this program, someone who ever is an ordinary citizen has actually become a music star of China, this outcome further promotes audiences attention on the star they selected out, and have a kind of intimacy with the star. From this process, we can find that the biggest winner is media itself. All the program is a public projection of star production, but the producer is audience self. By this way of making audiences engaged in the production could absorb audiences attention and desire in a more broad sphere, after all, television is the most effective communication tool. Associating with this instance, the mechanism of modern media institution is apparent, under the motive of finally commercial return, stars can be manufactured randomly as a kind of production in consumer society. Conclusion The commercial flourish has led to the extension of celebrity culture. Celebrities become the living representation in this modern time. They create dreams for massive ordinary people, who have been made as the accessories of commerce unconsciously. People are relying on celebrities to make the final decision on consumption, and regarding them as the indispensable image model in realistic life, the impact is not only on the external style of outfit, but also on the psychological movement. Idol chasing, worship, and imitation already become a kind of prevailing fashion in 21st century. If say celebrities provide imaginary scene for the masses, then mass media is the producer of this fantastic picture. Relying on mass media and basic communication technology, celebrities get soil to root and grow up. We even can say that celebrities are the result of mass media production. To our audiences, since we have few influence on the process of celebrity production, the only thing we can do is to recognize the innate character of this mechanism clearly. It is not suggesting to criticize the celebrity culture entirely, but proposing to find our respective correct position in this circumstance. Like I mentioned, there are major four categories of stars/audience relationship. In real life, the person who belong to the former two category-emotional affinity and self-identification are both normal, because which just result from a sense of involvement in the films as well as other media texts. However, person who if is caught in the imitation and projection categories, the influence will be active in his/her realistic life, because it is possible of them to lose themselves just for imitating the living style of their favored stars in or beyond screen images. In this study, there are two main limitations should be pointed out. Firstly, as celebrity culture is a fairly complicated topic, this study merely provides brief introduction of the reason of the emergence of celebrity, the way to understand celebrity, and the impact of celebrity on media in consumer society. The analysis of detailed media text is for elaborating the relationship between media and celebrity culture, but the data is limited. Secondly, the impact of celebrities should be on various territories, but in this study, I narrowed the scale of celebrities in the level of film stars, as I think they are more typical and easy to get touch in. In the future, the research of celebrity culture should concentrate on the depth of certain detail, and give consideration with all possibilities in that territory. Besides, the standpoint of audience is also necessary to be involved, as they are the final information receiver, the way how they understand the propaganda, the news of celeb rities is important resources for the study of celebrity culture.