Adrenaline Air Sports

The greatest percentage of first time customers Is college students, Just Like he town of Blackburn, with a population of 40,000 people plus about 25,000 enrolled college students. Greensboro, North Carolina Is about 80 miles South of Janesville and most of the students don't return for a second dive because of the cost. Only 3 percent of the skydivers return to stay In the sport. Since first time divers have the highest margin, ;RSI important to get these divers to stay In the sport.There are two main competitors for AS in the same area about 120 miles Northeast of Janesville that must compete for the population in Ranked. These two companies are more advantaged because they offer more availability, larger and aster planes, and charger more in fees. They are both open year round on the weekends and are open at least 4 days during the high season. AS only has two competitors to beat, which is a plus, considering their strengths. But the scenery that AS has to offer is more beautiful than the scenery of the other two companies.Internal factors that affect AS is employee schedules. Most of the employees for AS are part-time workers, including the owner, Bill Cockerel. Bill and is employees are only available to work the weekends they are scheduled to work during the open season. Bill works another Job and the earliest he can be at AS is at pm on Fridays. There is only one cameraman, which means only one person, per film, per flight. Videos are given only on Sundays, and with new student reservations on Mondays, those videos arena received until the following Sunday.There are currently two Cessna 182 planes, which take longer to reach higher altitudes. The maximum height for AS is 10,000 feet. The Cessna planes hold up to four parachutists at one time. During the high season, this becomes a problem because AS only has four parachutes in its possession; two tandems and two accelerate free-fall parachutes. By analyzing this case, I found It necessary for AS to do tw o things. First they can keep the Cessna planes they already have and extend their work days to Fridays and Mondays to make more available times to customers.Since this Is a second Job for most of the employees, Including the owner, more employees will be needed or longer shift hours for the employees that are already there. A new, larger plane wouldn't be necessary In this action because there will be more time available to work the flights. The second option for AS would be to purchase a larger plan that revives a faster turnaround time, reach higher altitudes, and hold more passengers. In doing this, AS will need to be a full-time company, with extended weekends In the high season.The profit margin and hourly rates will increase if this is implemented. IT one AT ten Cessna are solo , ten money can De uses to lighten ten cost AT ten new plane. AS will need to raise their prices and do heavy advertisement to fill passenger slots on the planes. Although the first option allows the c ompany to grow at a slower pace, I think the second option is sounder for the company. AS should become full-time and add mom of the serious skydivers as employees.With more employees and an extended weekend, an increase for fees is necessary. The demand for skydiving with the company is at good standing. AS needs to make it available to accommodate those potential customers. Adding at least one more camera would be a great step because the video helps with advertising the company's services. Finding more first time jumpers and creating a program which allows them to return is the key to generating the income that is needed. Once they've Jumped two or three times, the chances of them returning are high.

Critical Analysis on De Tocquevilles Democracy in Essays

Critical Analysis on De Tocqueville's Democracy in Essays Critical Analysis on De Tocqueville's Democracy in America subject = HIS 131 U.S. History I title = Critical Analysis on De Tocqueville's "Democracy in America" Alexis De Tocquevilles Democracy in America delves deep into how the American States and the federal government would grow politically and socially under the umbrella of democracy. He sees the United States as a unique entity because of how and why it started as well as its geographical location. De Tocqueville explains that the foundations of the democratic process in America are completely different from anywhere else on the globe. The land was virginal and the colonies had almost complete sovereignty from England from the very beginning because they were separated by an ocean and financial troubles. The people who came to America were the oppressed and unhappy in England and all were trying to find a place where they could start anew and create a political structure that would facilitate an individual freedom unlike anything that they had previously experienced in Europe. De Tocqueville believed that the nature of democracy in the New World rested within the fact that all of the emigrants were basically from the same social strata, resulting in the first new country where there was no preliminary basis for an aristocracy. "Land is the basis of an aristocracyand [in America] when the ground was prepared, its produce was found to be insufficient to enrich a proprietor and a farmer at the same t ime(41)." He saw that even the soil of America was opposed to the structure of an aristocracy. There were also outside influences lending unvoiced support for the creation of this new democracy. Being an ocean apart from its mother country, who at this time did not have the financial reserves to oversee its colonies, let the Americans govern themselves. If they had not had this sovereignty at the beginning America might have become something completely different than it is today, but that was not the case, so these emigrants now had a fertile place to plant their ideas of a country founded upon the many ideas of the Enlightenment. Another large influence was the lack of neighbors. America had no worries of guarding and protecting its borders because there was not anyone there who could pose a threat. They could put all of their energies toward the creation of their democracy. This democratic nation was to have no aristocracy and only one major division between its people: the North and the South. De Tocqueville saw two very different attitudes in these regions. The North and the South had conflicting views as to how they were going to advance themselves in the economic and political arenas. But the introduction of slavery into labor was the major conflict between the two. "Slaverydishonors labor; it introduces idleness into a society, and with idleness, ignorance and pride, luxury and distressThe influence of slavery, united to the English character, explains the manners and the social condition of the Southern States(42)." With the advent of slavery, the South was creating a class system amongst themselves that would not exist in the other regions of the States. The few Southern founders were granted huge amounts of land with which to work, and instead of diving into the land themselves like the northerners did with their smaller pieces of land. They instead bought slaves and would eventually divide the country in a nasty dispute over their handling of affairs. He realized that the majority of the influences over public policy were the men in the North. They created the first public school system that was to be readily accessible to the majority of the people. The enlightened idea that every man should have access to knowledge was given exercise in this new nation, creating a highly learned society, but one that is not very intellectual. Schools teach specialized skills so that American can enter the work force as soon as possible, but gloss over any areas that have no value in work. Whereas in England, the few who do go on towards a higher education are actually being challenged and forced to expand their minds, higher education in America is available to many, but it is more specialized and very basic. This unlimited quantity, limited quality relationship is seem by de Tocqueville as an inherent part of a democratic society. This is because, "there is no classin which the taste for intellectual pleasures is transmitted with hereditary fortune and leisure and [wherein] intellect [is] held in honor(53)." Democracy is a facilitator of a blended society. The masses will be

3 Most Common Reasons Women Have an Abortion

3 Most Common Reasons Women Have an Abortion For some, its an inconceivable act, but for others, abortion seems to be the only way out of an unplanned pregnancy and an impossible-to-negotiate future. Numbers show that nearly one in four U.S. women will choose to have an abortion before age 45. According to the Guttmacher Institute, a handful of studies over the years have indicated consistently similar answers from women who identify why theyve chosen to have an abortion. The top three reasons these women cite for not being able to continue their pregnancies and give birth are: Negative impact on the mothers lifeFinancial instabilityRelationship problems/unwillingness to be a single mother What is the rationale behind these reasons that would lead a woman to terminate a pregnancy? What are the challenges and situations women face that make giving birth and raising a newborn an impossible task?   Negative Impact on the Mothers Life Taken at face value, this reason may sound selfish. But a pregnancy that occurs in the wrong place at the wrong time can have a lifelong impact on a womans ability to raise a family and earn a living. Less than half of teens who become teen mothers before age 18 graduate from high school. College students who become pregnant and give birth are also much less likely to complete their education than their peers. Employed single women who become pregnant face an interruption of their jobs and careers. This impacts their earning ability and may make them unable to raise a child on their own. For women who already have other children at home or are caring for aging relatives, the reduction in income resulting from pregnancy and subsequent birth may bring them below the poverty level and require them to seek public assistance. Financial Instability Whether shes a student in high school, paying her way through college, or a single woman earning just enough to live independently, many expectant mothers lack the resources to cover the staggeringly high costs associated with pregnancy, birth, and childrearing, especially if they do not have health insurance. Saving for a baby is one thing, but an unplanned pregnancy places an enormous financial burden on a woman who cannot afford to care for an infant, let alone pay for the necessary OB/GYN visits that will ensure healthy fetal development. Lack of adequate medical care during pregnancy places the newborn at a higher risk for complications during birth and in early infancy. The cost of average hospital birth is approximate $8,000 and prenatal care provided by a physician can cost between $1,500 and $3,000. For the nearly 50 million Americans who do not have insurance, this would mean an out-of-pocket expense of $10,000. Thats if things go well and if its a single, healthy birth. Problems from pre-eclampsia to  premature birth  can send costs spiraling. If those births are included in the average, a birth can cost well over $50,000. According to a 2013 study published by advocacy group Childbirth Connection and reported in  The Guardian, the U.S. is the most expensive place in the world to have a birth.   That figure, coupled with the cost of raising a child from infancy through age 17 (estimated at over $200,000 per child), makes giving birth a terrifying proposition for someone who is still in school, or lacks a steady income, or simply does not have the financial resources to continue a pregnancy with adequate medical care and give birth to a healthy baby. Fear of Being a Single Mother The majority of women with unplanned pregnancies do not live with their partners or have committed relationships. These women realize that in all likelihood they will be raising their child as a single mother. Many are unwilling to take this big step due to the reasons described above: interruption of education or career, insufficient financial resources, or inability to care for an infant due to caregiving needs of other children or family members. Even in situations involving women cohabitating with their partners, the outlook for unmarried women as single mothers in discouraging. Among women in their 20s living with their partners at the time of birth, one-third ended their relationships within two years. Other Most Common Reasons for Abortion Although these are not the primary reasons women choose abortion, the following statements reflect concerns that play a role in influencing women to terminate their pregnancies: I dont want more children or Im done with childrearing.Im not ready to become a mother or not ready for another child.I dont want others to know about my pregnancy or that Im having sex.My husband/partner wants me to have an abortion.There are problems with the health of the fetus.There are problems with my own health.My parents want me to have an abortion. Combined with those reasons previously cited, these secondary concerns often convince women that abortion - albeit a difficult and painful choice - is the best decision for them at this time in their lives. Reasons for Abortion, the Statistics In a study released by the Guttmacher Institute in 2005, women were asked to provide reasons why they chose to have an abortion. Multiple responses were permissible. Of those who gave at least one reason: 89 percent gave at least two72 percent gave at least three Nearly three-quarters said they could not afford to have a baby. Of those women who gave two or more answers, the most common response - inability to afford a baby - was most frequently followed by one of three other reasons: pregnancy/birth/baby would interfere with school or employment.reluctant to be a single mother or experiencing relationship problems.done with childbearing or already have other children/dependents. Women specified these reasons that led to their abortion decision  (percentage total will not add up to 100, as multiple answers were permissible): 74 percent felt having a baby would dramatically change my life (which includes interrupting education, interfering with job and career, and/or concern over other children or dependents).73 percent felt they cant afford a baby now (due to various reasons such as being unmarried, being a student, inability to afford childcare or basic needs of life, etc.).48 percent dont want to be a single mother or [were] having relationship problem[s].38 percent have completed [their] childbearing.32 percent were not ready for a(nother) child.25 percent dont want people to know I had sex or got pregnant.22 percent dont feel mature enough to raise a(nother) child.14 percent felt their husband or partner wants me to have an abortion.13 percent said there were possible problems affecting the health of the fetus.12 percent said there were physical problems with my health.6 percent felt their parents want me to have an abortion.1 percent said they were a victim of rape.0.5 percent became pregnant as a r esult of incest. Sources Finer, Lawrence B. Reasons U.S. Women Have Abortions: Quantitative and Qualitative Perspectives., Lori F. Frohwirth, Lindsay A. Dauphinee, et al., Perspectives on Sexual and Reproductive Health, 37(3):110–118, The Guttmacher Institute, 2005. Glenza, Jessica. Why does it cost $32,093 just to give birth in America? The Guardian, January 16, 2018. Jones, Rachel K. Population Group Abortion Rates and Lifetime Incidence of Abortion: United States, 2008–2014. Jenna Jerman, The Guttmacher Institute, October 19, 2017. Wind, Rebecca. Why Do Women Have Abortions? The Guttmacher Institute, September 6, 2005.

Intro to Business Assignment Example | Topics and Well Written Essays - 500 words

Intro to Business - Assignment Example In fact, since 2008 when there was economic recession, the company has doubled its revenue and tripled its profit. More so, the company has also recorded significant growth in the period by opening new stores. The success of Patagonia mostly lies on its environmental focus. Indeed, the company has an effective environmental friendly philosophy which mostly contributed to its success during the latest recession. The company’s environmental mission is found in the company’s mission statement which advocates for the production of high quality products with no unnecessary harm to the environment (Martà ­n 1). In fact, the company’s activities aim at solving environmental crisis. The company encourages the repair, recycling, and resale of garments where it makes fleece jackets from recycled bottles (Carus 1). Moreover, it uses solar energy in its headquarters and various stores. Subject to its longtime commitment to environmental issues, Patagonia’s reputation attracted many customers during the recession. Actually, customers were willing to buy T-shirts, wool socks, and light jackets from the company during the recession because they knew Patagonia derived less harm on the environment than other clothing manufacturers. In addition, the company’s strategy to engage in the production of outdoor goods, led to its success during the last recession. Indeed, during the recession, many Americans chose to participate in outdoor recreation instead of foreign travels. This favored Patagonia which was producing outdoor sports apparel at the time. As such, the company recorded huge revenues from outdoor sports apparel (Carus 1). At the same time, the company’s idea to introduce a new line of surf-inspired clothing and beach products also led to its success during the recession as these products became popular at the time. The company also consolidated some global factories and emphasized on online sales thus minimizing the production costs (Martà ­n 1). As such

Conditioned Emotional Response Article Example | Topics and Well Written Essays - 500 words

Conditioned Emotional Response - Article Example was tested. The experimenters had him confronted with different animals when he was nine months old. He normally tried to play with the rabbit, dog and rat that were presented to him. Then one day, while he was again given the rat and he moved to touch it with his hand, a person struck a hammer hard on a steel bar and a sharp sound produced. Instantly the child fixated both his eyes and hands. The next time he got to see the rat, he was not that much excited to touch the animal, obviously still shocked by the previous incident. This means that the child's emotional response was conditioned to the stimulus of sharp sound which was the expected result of joint stimulation. Similar experiments were done substituting the rat with other animals and conditioned responses were established. When Albert was eleven months he was again tested to see whether there was a transfer in the conditioned emotional response. A rat was shown to the child and his reaction was still negative. He started crying and crawled away. This was a very persuasive test. Such conditioned responses persist in different situations. When the child was experimented in a different setting following the same strategy, his fearful reaction was exactly similar to the ones already observed. The potency of such responses persists sometimes throughout life, not weakening over time.

Executive Summaary Essay Example | Topics and Well Written Essays - 500 words

Executive Summaary - Essay Example Kelly is the original developer of product and felt that given the time and circumstances, it couldn’t be done. The higher management on the other hand is also asking for operations to be optimized but Kelly insists that it is not possible right now. The case presents conflicting views and arguments of the big wigs of the company. While there are no proper plans in place for developing new products at Acu, the CEO of the company is also worried about another company getting away with the market share to a new scanner. He insists on using it in retail stores so that they can get customer feedback regarding what customers want and need. Recommendations and Conclusion: The most appropriate of all suggestions came in from Clif and they should be executed. Business is all about risk. Even if this is not the time to develop a new product, there is no harm in devising a strategy, an effective one and implementing the product. The money needed for the update can be obtained by equity or bond funding. Optimization of processes should be on the backburner while all focus should be on developing the new product to revamp and resurrect lost sales. All other extraneous expenditures should be cut down in the meanwhile to support the development of the new product.

Examining The Definition Of Modern Technology Media Essay

Examining The Definition Of Modern Technology Media Essay There is no real definition for Modern Technology. That is a tough one as it is so based on context. I would say that any technology that has not been superseded OR is more than 20 years old cannot be thought of as modern but that is a purely arbitrary date and you could say 5, or 10 or 25, or 50 years. Even Jet flight can be considered old technology. There is nothing better but it has been around since World War II. The influence of modern technology can easily be seen in the entertainment and advertising industries. The rise of modern technology of new media, especially internet, has increased the activity of communication between people all over the world. It has allowed people to express themselves through blogs, websites, pictures, and other user-generated media. Internet as a new media has changes the role of the audience. Nowadays, Interactive websites and kiosks have become popular. The advertising industry has capitalized on the proliferation of new media with large agencies running multi-million dollar interactive advertising subsidiaries. Public Relations firms also taking advantage of the opportunities in new media through interactive Public Relations practices. This diversity of media carriers appear under the influences of new communication technologies. Hence, the audience can take advantages over the media in more flexible and various ways and integrate new and old media into their daily lives (Virginia Nightingale Karen Hoss, 2006). According to Denis McQuail, the open context ha s realized revolutionary liberations due to advanced communication technologies. The audience has turning into searchers, consultants, viewers, reflectors, dialogists, and chatters from passive receivers, consumers, accepters, or target objects. Audience is the one who receives information passively in certain special scope. As the receiver in communication, the audience may be individuals, groups, or mass. A communication expert, McQuail, said in his work that: the mass concept was firstly advanced by Bloomer, a sociologist of Chicago school of sociology, in order to differentiate it from former group or public. The mass is incapable of discrimination or rejection. Only if receive information from media, the mass takes them completely just as a target being shot down (Denis McQuail, 1997). Generally speaking, the audience would accept all information from influential media. The powerful influences of media even impact the form of peoples values. In 1938, a broadcasting play edited from Wells fantastic story Star Wars, produced by Columbia Broadcasting System, caused a common panic for Martian Invasion. This event effectively illustrates the theory. Social Impact on Internet Audience With the advent of technology, a host of opportunities and dangers have opened up with the use of social networks like Facebook, Twitter, Yahoo groups, Linkd In and other virtual communities that bring people together. Modern technology allows strangers to communicate openly and without hesitation, many believing that their identity is safely hidden behind a monitor and no harm can come to them. Social networks have become surrogates for communities with a failure to first develop personal relationships and then allowing a social network to be an extension of an already formed relationship. In regards to online relationships, survey research indicates that online social relationships are weaker than off-line relationships (Parks Roberts, 1998), that people who use email regard it as less valuable than other modes of communication for maintaining social relationships (Cummings Kraut Attewell, 1996) that people who use email heavily have weaker social relationships than those who do not (Riphagen Kanfer, 1997) and that people who use the Internet heavily report spending less time communicating with their families. (Cole Jefrey, 2000). New media audience develops a new culture of Do-It-Yourself or customisation. Whereby the audience either decides what information they desire or how a discourse that shapes how consumers have deployed those technologies (Jenkins, 2002: 280). Downes states that as Internet media institutions are established, the cynical view of the audience as a source of consumer behaviour and preferences will inevitably give way, to some extent, to a view of the audience as participant in communication (Downes, 2000). The audiences of the Internet are both consumers and produces. Pavick Dennis defines the new media audience, as no longer even refer to audiences as they speak of users or consumers (quoted by Downes, 2000). Internet platform allows people to create their own content and distribute it widely (Barr, 2002: 244) examples of this are blogging and forums. In addition, audience will filter and select the contents of their own special interests and as a result, cultural and political life become increasingly polarised. Walter Bender cites technology empowers consumers to have a voice and the voice of consumers is growing exponentially (Quoted in Rao, 2003:79) The development of this new culture is seen towards online news. As online news is heading towards a more interactive approach where audience of the online news are different; they pull what are of interest to them as the internet incorporates radio, film and television and distributes them through push technology (Denis Mc Quail, 2000:119). Advantages of Internet as a New Media Medium New ideas will emerge only if old ideas can be challenged that leads to latest communication revolution the Internet. This new era is so significant that it seems it may soon be a main source for information. John Givens however argues that new media technologies and services supplement rather than replace their predecessors, radio threatened newspapers but did not destroy them. Television threatened radio and the cinema, but left them standing. (Given, 1998: 46). The convergence arises out of growing linkages between media, information technology and telecommunications. (Flew, 2004:10) hence digitization of tradition formats such as newspapers or photos. Technology is making life more convenient and enjoyable. The advantages of the Internet as a new media enables the building of the world biggest virtual shopping mall reduces the hassle to queue up in the bank or searching for news and information. The Internet is a global network of interconnected computers. The Internet allows online communications for example the popular internet messengers or internet replay communication, Flew points out that when compared to other media the Internet stands out because it is networked, interactive, enables two way communication, and allows its users to be both producers as well as consumers of content.(Flew, 2004:1). The Internet acts as a public sphere where is dominated by mass media conglomerates or oligopolies. (Devereux, 2003:66). Technological convergence of industries of media, computer and telecommunication creates new audiences. This new audience is the area of focus, how has the Internet as a form of a new media effects society today. The nature of the media audience is not very well understood. Commercial concerns interested in creating audience and media analysis often judge wrongly the nature of the audience. As a result audiences in Asia and America may experience either the same or different views after watching the same movie. An action film is prone to be experienced the same way, but comedy films may be interpreted differently due to cultural representation. That is why it is important to study audiences. According to Devereux, audience may have differing expectations about different media genres (Devereux, 2003:7). Sue Turnbull argue that the major problem for media audience research is how to pin the audience down, just how can the entire range of media practices in which people engage be limite d and defined.(Turnbull, 2002:86). In other words the audience is not one big mass. Rather, it consists of very different groups of people with different expectations of the media, different backgrounds and age groups, and different media consumption. In the past the media producers thought audiences were passive receivers of relatively discrete media messages, it is increasingly apparent that people today encounter many different and often contradictory media messages in wide variety of different context. A passive audience is one that accepts everything, and is easily manipulated by the media. Internet material is heading towards a more interactive approach where audiences are different; they pull rather than push media. According to Madanmohan Rao surveys found that online audiences go to the internet news sites to get more information about subjects that specifically interest them rather than to seek out general enlightenment. (Rao, 2003: 80). Hence, Internet has resulted in a radically changed on media landscape for media audiences. Stuart Hall and Denis Mc Quail are key theorists in the field of understanding media audience. Stuart Hall proposal a model of encoding and decoding that suggest the examination of the producer and the reception of media messages. The model outlines four main codes, dominant/hegemonic code, professional code, negotiated code and oppositional code. Denis Mc Quail provides an overview in diverse array of important media situation and discussing on media audience. Media research on what the audience uses the Internet and the gratification they receive. Mc Quail summarized uses and gratifications theory into four general areas, information, personal identity, integration and social interaction and entertainment. Disadvantages of Internet as a New Media Medium Although the Internet has proven to be a valuable asset in the new era, it has also presented negative effects. Internet is a poor substitute, with no doubt it has broken geographic barriers, and however has created barriers of its own. The Internet has the potential to further deprive individuals of social contacts such that the unintended consequences of social isolation and its implications cannot be excluded. The individualisation of leisure time becomes a further source of increased social isolation. It is natural that with an increase in time people spend surfing the net, the less time they spend with friends, neighbours, and family members. Thus, in addition to shopping in the biggest virtual mall, to find a bargain will not require the exchange of information with friends and relatives but rather a good search engine that provides all the details. The technology that has allowed people to keep in touch with distant family members and friends, to find information quickly and to develop friendships with people around the world apparently is also replacing vital, everyday human communication. Internet cannot provide intimacy. Turkle (1995: 235) pointed out the absurdity of the notion that community can arise from among people sitting alone, typing messages to virtual friends Nie and Erbring (2000) found that as Internet use increased, users were more likely to report a decrease in time spent talking to family and friends and attending social events Barnes states that the disadvantage of online dating is exceptional (quoted from Mathews, 2002). Online relationships may develop less interdependence, understanding, and commitment than comparable off-line ones do (Parks Roberts, 1998). Furthermore, they argue that contacts developed or maintained via the Internet by electronic mail lack the more involving quality of face-to-face contacts. Survey research indicates that online social relationships are weaker than off-line relationships (Parks Roberts, 1998), that people who use email regard it as less valuable as other modes of communication for maintaining social relationship (Cummings Kraut Attewell, 1996). The anonymity that is offered by the Internet permits people to create their own identity. Joe Schwartz believes that people cannot trust each other in a relationship until time has proved that person reliable (quoted from Mathews, 2002). Another area of concern is children and the Internet. Interaction with other children is essential to develop social skills. Internet and video games lack a great deal of abilities that children need to develop their social skills properly. When the child loses the motivation to interact with friends it is much easier for him or her to become addicted to the Internet (Monoroe, 2001). However, a child who does not learn to socialise when they are young rarely learns how to socially interact when the child becomes an adult. Both savoury and unsavoury contents are available on the Internet. Access to these materials such as pornographic at an early age will cause harm to children behaviour in future. However, legislation and censorship tries to controls the access to these sites through firewalls to restrict the access of children to sexually explicit materials on the Internet. Key Theorist on Relationship between Media and Audience Mc Quail (2000) summarized uses and gratifications theory into four areas: (1) The first is information, where we use the media to educate us in certain areas, such as learning more about the world, seeking advice on practical matters, or fulfilling our curiosity. (2) The second factor is personal identityà ¢Ã¢â‚¬Å¾Ã‚ ¢, where we may watch television to associate an actorà ¢Ã¢â‚¬Å¾Ã‚ ¢ character with our own. For example in the comedy Friendsà ¢Ã¢â‚¬Å¾Ã‚ ¢ all the actors have different personalities, we as the audience imagines or desires that we were them or resembling them. (3) The third usage of media is integration and social interactionà ¢Ã¢â‚¬Å¾Ã‚ ¢, and refers to gaining insight into the situations of other people, in order to achieve a sense of belonging. For example, when watching a movie, we may get very emotional because we experience a sense of connection to the movie, and experience symptoms like crying, or covering our eyes. Television also facilitates us in our per sonal relationship with friends as we are able to relate and discuss details of media texts that we like in common with our friends. And (4) the fourth usage of the media identified by Mc Quail is Ëœentertainmentà ¢Ã¢â‚¬Å¾Ã‚ ¢, that is, using media for purposes of obtaining pleasure and enjoyment, or escapism. For example when we watch TV shows or movies we end up going into a new world of fantasy, diverting our attention from our problems, wasting time when we are free and even sometimes acquiring sexual arousal or emotional release. However, there are criticisms to this approach, as not all media is related to the pursuit of gratification and it has been taken for granted that audience accept the content of the media. James Lull claims the problem is because the uses and gratifications perspective assumes that people willingly engage the mass media and benefit from the experience, it is often associated with the highly criticized notion that mass media function positively for society. (Lull, 2002: 111). Many theories concerns the impacts suffered by the audience from influential media, including the audience as targets, agenda setting theory, culture normalization theory, and significance constitution theory. Researchers focus on influential media communication and define the audience as being passive and flatten. The study perspective is fixed on the powerful effects of media. Television is a classical representative of influential media in mass communication. A special communication form in mass culture comes into being. Conclusion Lastly, the network communication reflects information exchange and feedback, and the characteristics of bilateral communication. Not only the effects of network but also the coming of new science and technology revolution, and the emergence of mobile phones, televisions, and other communication ways have driven the changes of communication form and defined a new concept of audience. The appearance of new audience concept drives researches on the paradigm of audience. In Audience, Abercrombie and Longhurst cite Kuhns paradigm concept, classify studies on audience into three paradigms, and advance the spectacle/ performance paradigm that consists of spectacle, performance, imagination, and image, forming a new study perspective under the convergence of new media. As media image impacts the daily life, the convergence of media makes everyone directly or indirectly become an audience, as well as a performer. By this way, the contents producer in communication and the receiver integrate together. As the audience employs the media initiatively and interactively, the media will help the audience realize the search or construction of self image. Peoples subjective and objective integration is the base for bilateral communication studies. Just as what was concluded in Mc Quails Audience Analysis: Reviewing the history of audience studies, we notice that the studies are continuously developing from being controlled audience to self-governance. The evolvement of audience theories vividly shows us the changing route from the media disseminator perspective to the receiver perspective. The audience study tends to emphasize on the re-discovery of people (Denis Mc Quail, 2006). From the ethnography perspective in media studies, no matter what it is ideology machine or communication media, it is not based on communication technologies or disseminators but originated from a groups daily life. There is a continuously creating relationship between creators and creations. Under the impacts of media convergence, the audience gradually forms the subjectivity. Due to the continuous changes of the relationship between the audience, and media text, individuals construct self media centers. In todays media convergence, the audience constitutes the personalized media center and becomes the performer who shows himself or herself by texts, which breaks the border between producers and passive receivers, forming a multi-dimensional space for information exchange. Social networking is indeed the modern, efficient and effective way to communicate but it must be tempered with proper decorum, caution and purpose. Yet, the relationship between the media and the public has changed tremendously over time. Media production, indeed, is the primary unit in the process of message Modern Technology.