International Interactive Services
Mass media as an international interactive service entails use of various modes of communication to convey information related to business to the public. This creates awareness of the existence of the business as well as the products in the market so that consumers can chose wisely. The media has played a key role in ensuring that each business is able to maintain a positive image, as well as, enable the international services industry to deliver its products efficiently as most rely on interaction with the clients. This sector of the industry has grown due to incorporation of appropriate international interactive media services. Various components of a business such as advertising, marketing and recruiting of employees are dependent the media used to convey the message.
Interactivity refers to the concept of more than one object or item having an impact on the other as a result of the two way influence on one on the other. In the field of communication, interaction is based on the results obtained when two or more individuals engage in an exchange of information. Similarly, the fact that two people in different corners of the word can exchange information and get to reach a consensus is a more elaborate example of how international media interactive services have enabled business partners to handle transactions. The international media interactive services have also made it possible for consumers to enhance their knowledge on goods and services in a global perspective, as well as, make it easier for dynamic labor markets to emerge.
The mass media or public media as was traditionally known is used to define the media part which is tailored to meet the needs of a larger audience. Until the 19th century, earlier versions of the mass media were restricted to a national coverage with the 20th century giving rise to global or international media outlets which made it easier to international interactive services to pick up. In the present day there are magazines, televisions and newspapers which are produced to meet the growing demands of the international market thus a shift form the ancient national or local setting (Hakanen and Wells, 1997).
The latest form of international interactive media is the internet which offers a number of interactive services such as use of blogs, sharing of videos and social networking sites with a global following. Due to the increased subscription of the masses to the internet it has been subjected modern forms of communication such as advertising and propaganda that has seen the internet as an international media service grow considerably (Croteau and Hoynes, 2006).
Despite the varying arenas of international interactive services, the mass media has been able to accomplish its primary roles namely; undertaking advocacy roles where business and social concerns are curtailed. Advocacy can also include advertising, marketing and public relations for members of the business world. There has been plenty of entertainment in the mass media with the international media playing a greater role in entertainment as consumers have been able to access Hollywood products via the internet (Potter, 2010). The compute games are also present as part of the role played by the mass media such that the international scene is able to access any sort of recent game through sharing options, as well as, through the online shops. Lastly, the mass media is significant in the presentation of public announcements in any sector of the economy where the public is able to get up dated on the most recent activities in the world. Such a role is essential in the labor market especially where new international business have been opened as it means more job opportunities while for the business world it portrays competition hence a need to revamp the previous marketing efforts (Cardoso, 2006).
As the world moves towards the information and knowledge driven era, the mass media is the most sought after item as it determines the business operators fate through the level at which they utilize available mass media services. Similarly, of late the consumers are driven by the urge to know all about their favorite product and this knowledge is not restricted to the components of the products but also in the production process or contribution of the provider to society (Hakanen, 1997).
Impact of the media on international service industry
The international services industry is the most dynamic sector of the global economy as it entails provision of non-perishable products which may be direct or indirect. Therefore, the issue of distance does not cause much inconvenience as in most cases there are no logistics involved when delivering the service.
The media and international financial industry
Traditionally the financial services industry has been linked to safe guarding of the public’s money as well as extending credit facilities to entrepreneurs and individuals. However, due to the rapid evolution of the knowledge driven international financial services clientele, the industry has managed to incorporate a number of services which were originally reserve to specialty firms. Similarly, it is accepted internationally that advertising and marketing of the services offered by the financial sector which have made the industry to remain relevant in the modern market (Moore, 2006).
The information which is often availed to clients via the mass media facilities includes investment opportunities and advice for those who lack time to visit the institutions for personalized consultations. Similarly, new products in the sector such as dynamic insurance packages which may be unique to the bank or else where the bank calls for clients to present request for assistance when shopping for the most preferred insurance packages. Such interactive session have made clients to engage the services of financial institutions in every investment or money related activity hence boosting the business activities of the international financial services industry. The other benefit derived from the interactive opportunity provided by the media at an international scene is for the international tourists to realize that they can still enjoy the personalized banking facilities they are accustomed to in their home country (Moore, 2006).
The media and international hospitality industry
The hospitality industry is rather wide as it comprises of several other smaller sectors which are aimed at enhancing the leisure activities of individuals with disposable income. Therefore, the recipients of the services must be able to attain value for their money in a way that the restaurant or hotel has to provide all the relevant services that are offered in the industry. The mass media through advertisements has made it easy for tourists travel around the world through a single video showing the various tourist resorts such that the viewer can then make a choice of the preferred site based on information provided (McCabe, 2008).
Consequently, some restaurants often make it possible for their clients to access the destination through the restaurants planes or by ensuring that the clients are transported via a plane owned by a business partner. Similarly, the mass media especially the internet has made it easier for the tourists to check into the hotels via online addresses as well as book flight tickets via the same procedure. This has been a major boost for the hospitality industry as delays which were earlier own witnessed have been on the decline due on the prior arrangements via interactive media. Similarly, at the international scene a foreign visitor can request for his native food prior to checking in at the hotel as most hotels have established online meal requests as a way of increasing the comfort enjoyed by the client (Cardoso, 2006).
The entertainment industry
The international media interactive services have been solely attributed to the enormous growth of the entertainment industry in the 21st century. This has been due to the intertwining of these two industries as each has often been confused with the other in the aspect of many media houses using entertainment as a strategy to conduct business. For instance many adverts are often accompanied by a song or a major figure in the entertainment industry. Similarly, with the emergence of the popular culture which has literally colonized the mass media scene, any advert or non-entertainment item that is aired by the media without an element of entertainment in the form of a song, video or visual display of comedy is likely to receive lesser cognition as opposed to those which fully incorporate an element of entertainment (Albarran, Olmsted and Wirth, 2006).
The entertainment industry has also been used in the online mass media with music videos being used to deliver messages on public concern. The strategy that is employed is that since more viewers will be attracted by the entertainment aspect of the advert or news, the message that is being passed will most definitely be understood better (Potter, 2010).
The media and international health care industry
The health care industry is among the fastest growing service industries in the world and with the employment of international media interactive services, the industry is predicted to grow even further. The most recent use of mass media in health care in through the reality television shows where members of the public are treated to an entire plastic surgery procedure being done in the modern health facilities. Similarly, the modern trends of attaining physical perfection of all body parts has led to increased interactive shows in various mass media where affected individuals are assured of attaining their perfect image certain medical procedures (Geyman, 2004).
The move has led to the newest unique international category of tourism called medical tourism where patients or clients visit countries where certain medical procedures are legal and available. One such procedure that has gained international cognition is plastic surgery with the west being the most preferred “medical tourism” destination courtesy of the interactive media that has shown the world that perfection in body image can be obtained (Geyman, 2004).
Impacts of the international media interactive services on the business society
The business society refers to a group of individuals whose efforts are aimed at meeting the needs of clients or customers. The business society hence incorporates the producers, manufacturers, distributors and marketers all working together to sustain the existing market, as well as, expand it (Potter, 2010).
The international media interactive services have been significance in the attainment of a dynamic business society which is connected and closely linked together. The mass media has enabled business entrepreneurs to tap into unexplored markets and to gain access to the consumer’s needs, as well as, preferences such that in the course of production, the needs are met. The information provided by mass media has proved to be an exemplar aspect of the power of knowledge as it creates a medium through which members of the business society can reach out to their clients (Albarran, 2006).
The business society has also gained tremendous support from the interactive services offered by the mass media such as in the conferencing mode of handling business issues. This is essential for the businesses with a number of international subsidiaries or those which have a multinational following. Some of the business society’s involving these global companies often faces challenges in management especially if the parent firm is located in a far away country. However, with the internet and closed circuit televisions networks, the top management of such firms is able to run all the subsidiaries in the same manner regardless of the geographical locality. The delegation of duties and monitoring the events in each firm has been made possible through use of media devices (Cardoso, 2006).
The business society has also employed international media to carry out public relations in terms of cleaning an already tainted image or as a way of establishing a reputation in a new market. The media is used by the business society to convey information regarding the financial statements of the business or as a marketing strategy of the firm’s brand. The financial statements are used by the public to make investment decisions such that the business societies seeking to increase their capital base through sale of stock often maximize on the mass media use to air the financial statements. The details are essentially used by public to gauge the performance of the business such that the business societies can use the interactive media to boost their chances of getting more clients and making the investors own part of the business. Firms which rarely place their statements in the public media lack the popularity of firms whose performance is made public (Croteau, 2006).
Similarly, business societies use the interactive media houses to reach out to lobby groups or legislators when seeking for favorable tax incentives or regulatory options which favor the existence of the business. Though it is not always that the business societies will be seen in a positive light this is the strategy which is employed so as to gain from their efforts in maintaining their public image. The lobby groups which are always pushing down some of the development projects raised by business societies especially those connected with global warming are most likely bound to use the mass media to prove their concerns. Consequently, the business societies have to use the same media when straightening their tainted image as it will most probably access the same audience that had been fed with the counterproductive information (Potter, 2010).
Impacts of the international media interactive services on labor
Labor is the manpower that is used to produce goods and services in the industries. The term can also be used to define the human resources or capital that is applied in any business so as to produce products that will meet the needs of the clients. Labor can be categorized into two major classes namely the skilled labor and manual labor dependent on the proficiency or competency of the employee (Tumber, 2000).
Recent research has shown that as the world transforms into a global village, the workplace has been made into a meeting place where diversity in terms of race, skills and gender are present. The global workforce has been altered to include equal gender proportions where the number of women and men in any given business enterprise. This has been attributed to the increase in advocacy of equal rights among various gender compositions with equal opportunity employers being on the increase. Similarly, the availability of educated women and men in different fields has contributed to the increased vacancies for both genders in the market. The advocacy has been attributed to the fact that more women are being encouraged to pursue professional courses as the educational systems have been revolutionarized to allow practicing professionals to engage in part time studies (Tumber, 2000).
Diversification of races and cultures in the labor market has been realized courtesy of the international interactive services which have contributed to increased global perspectives on the advantages of diversity. This is attributed to the fact that modern business environments are built on teamwork. Similarly, research has shown that some cultures have higher teamwork qualities as compared to others hence by mixing the various cultures, weaknesses in some employees are compromised by the strengths exhibited by other employees (Kelley and Jugenheimer, 2008).
The other impact of international interactive services in the labor market is that business mangers have developed a new mechanism through which they recruit employees from a global pool. This is made possible due to the global media opportunities that allow people from various corners of the world enrolling for similar professional programs. Hence in the labor market the diverse individuals pose the same competence levels such that they have equal opportunities of being employed in either of the global firms. Consequently, multinationals have used this strategy to recruit locals in their subsidiary firms around the world rather than engage in employee transfers (McCabe, 2008).
Bilingualism as a result of the impact of mass media on the labor market such that more workers are today knowledgeable of more than one dialect. This enables them to carry out conversations as well as execute duties which are delegated in a foreign language accurately. The online language lessons have played a vital role in arming employees with knowledge of a second language while availability of online jobs where certain languages are used alternatively increases the nature of jobs which require multilingual laborers (Albarran, 2006).
Courtesy of the media interactive services, it is now common knowledge that the unique ideas behind certain manufacturing industries are similar. For instance, the concept involved in beer brewing is common in all breweries with minimal changes being incorporated to create diversity. Such opportunities are useful in proving to the manual and skilled laborers that they can perform the same roles as their counterparts in the other parts of the world. The opportunities have also opened avenues for competition to arise due to transfer of knowledge and willingness of the laborers to try their skills on a number of ventures (Tumber, 2000).
Consequently, the media interactive services have made the labor market to shift to new levels where specialization is highly upheld. This has been attained through frequent upgrading of an employees academic and professional position so as to remain competent in the labor market.
Impacts of the international media interactive services on marketing and consumers
Marketing is often conducted as a way of creating awareness to the public especially consumers on the existence of certain products. Marketing incorporates use of the mass media as the key source of information aimed at a global market. Similarly, due to the diverse needs of consumers in various regions of the world, marketers should use a number of mass media platforms so that the chances of a larger following being reached is enhanced (Albarran, 2006).
Consumers in any business are responsible for the performance of the firm such that the ability of a business to meet the preferences of the consumers increases the sales regardless of the strategies employed in the marketing procedures. However, marketing is essential for any business setting as it makes a businesses’ brand popular in addition to sustaining the relevance of the business in the market. Marketing using strategic measures opens up new markets that never existed for international products or firms where the consumers are far fetched. The interactive media plays a key role in establishing an appropriate marketing media especially where the marketer utilizes various mediums that are relevant to specific target consumer segments. For instance the youth are more likely to interact or access information via online media such as the social networking sites hence a marketing advert in one of the sites enhances the number of consumers who access the information (Kelley, 2008).
Consequently, in this age where consumers are very much concerned and wary of the components in their favorite products, it would be advantageous to add as much relevant details as possible in the marketing activities. The other aspect of marketing and consumers satisfaction that is made possible by international media interactive services is tailoring each marketing strategy to depict a high degree personalization. This enables the marketer to carry out global marketing at a global scale but having specific marketing measures which cut across diverse populations. The marketer should also ensure that they are knowledgeable of the consumer’s likes and preferences so as to prepare the marketing plans in line with the needs of the consumer. Consumers whose needs are met are more likely to develop brand loyalty thus more sales for the business. Similarly, the diverse categories of consumers present a diverse array of media that can be used to maximize on the marketing thus the marketer is able to reach a wider target population (Kelley, 2008).
International interactive services have played a great role in ensuring that the entire elements of any business are able to attain the required business goals. The media as an interactive media has contributed significantly towards growth in market coverage and consumer awareness of the products in various global business ventures. Investors and competitors also benefit from the media services which are availed by the interactive services. In conclusion international media services have contributed positively to business in all dimensions.
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