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FIST 340 Lecture Notes - Lecture 8: Adsense, Digital Divide, Participatory Culture

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School
UBC
Department
Film Studies
Course
FIST 340
Professor
Ernest Mathijs

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Document Summary

The idea of there being generation where those that grew up with digital. There are those who are not used to internet/small communities without as direct access to internet. Suggests that those who are early adopters of tech, they will have more of a say with how technology is gonna look like and how it will be use the future. Many of the ways in which the digital natives use the internet were established the very outset of the most common access to the internet. Uses and grants model of media effects vs. hypodermic model of media effects. People being able to access media as effective as can be. People only engage with media in which matches their own desire, they have to have a use for it. Need to experience gratification from media uses absorb, respond to, and repeat messages from media that match their own desires. Active role in the spread of media internet as technology.

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Related Questions

In the US, we seldom associate digital divides without a country. We talk of lack of internet access to farms and age divides, but we make a certain assumption about poverty-based divides being in 3rd world countries. There have been a number of recent articles about several very local divides to us. Apple giving coding education apps for software that utilizes iPads when the majority of disadvantaged people only have smartphones. CT educational differences between Bridgeport and Fairfield (bordering town with vastly different median incomes) lack the ability to afford internet access in cities like Detroit where unemployment has caused people to cancel their internet subscription to save money, but are unable to apply for jobs online. Because of the same, LA had disadvantaged students sit outside by school buses at night to use their internet access to do their homework because their family cannot afford to have it at home. The Gates Foundation and others have programs that are trying to address Africa and other 3rd world areas, but do nothing about our own local issues. What do you think?

Social and Digital Media

Electronic communication has all but replaced traditional means of communication in our lives and work. As a result, we have experienced a great many rewards and time no longer has the same meaning as it once did. Now our thoughts and ideas can be transmitted almost instantaneously. CPA firms have no doubt reaped the benefits of being able to streamline communication between clients and the firm and marketing is facilitated through websites that contain volumes of information that can assist in gaining clients, recruiting talent and promoting the profession.

However, there are also many risks associated with social media and the CPA and firm are not immune to those. Therefore, it is of utmost importance if you as going into public accounting that you are aware of the risks that are involved in using social and digital media to perform your work as well as risks that your personal information could be used against if you were to become involved in litigation. The following are some examples of where you could run into problems:

Increased Risk for Break of Client Confidentiality – CPAs are given confidential information, such as W-2s, tax returns, social security numbers, credit and debit card information, in order to do their work. You could unintentionally disseminate this sensitive information to others if you press the wrong button or choose the wrong recipient on an email.

Boasting can threaten Credibility – If a CPA firm were to be involved in litigation, an attorney will first seek out the free information that can be found online. If the firm or CPA were to have posted information on Facebook, LinkedIn or some other site that could be shown to be indefensible or inflated, this could be used to call into question the integrity of the firm or CPA.

Independence and Objectivity Issues – If an attorney representing shareholders who lost money due to a company presenting false financial information due to fraud can find information to indicate that the CPA lacked objectivity or independence as required for an audit, then that could be used against the CPA in a legal case. Correspondence between a CPA and a client that shows too familiar a relationship, no matter how innocent it may have been, could be used to assert a claim against the CPA for not discovering fraud due to a lack of objectivity or independence.

Discuss some internet and digital policies that would be beneficial for a CPA or a firm to institute to avoid having their employees or the firm encounter the type of problems discussed above.

Discuss your answers to the question at the end of the case with the class. Keep the discussion going all week.

Source - http://www.journalofaccountancy.com/issues/2016/mar/social-media-risks.html?utm_source=mnl:twtcpa&utm_medium=email&utm_campaign=09Mar2016

Provide a response to this students discussion post:

What do you think of the effectiveness of online marketing? Howcould the firms use online marketing channels to gain competitiveadvantages?

Everywhere you look someone is on their phone. People feel nakedif they forget their phones. They reach for them as a sense ofsecurity when in social situations that they do not want to takepart in. Phones seem to be society’s security blanket- theirsolution to finding entertainment while standing in line and, well,an overall solution to boredom. So, in my opinion, why wouldn’t acompany want to switch over to digital marketing?

This seems to be the best way to reach people at all hours ofthe day. According to our reading, there were polls done in 2012that showed that 88% believed that digital media was more effectivethan television when it came to advertisements reaching theconsumer and directing them to online stores (Marketing Profs,2012). That was back in 2012. This seems even more likelytoday.

For example, this past Thanksgiving, there were stores that weretypically opened on Thanksgiving for many years past, and now allof the sudden they were closed so their employees could enjoy theholiday (Dengler, 2016). It makes one wonder if they would still dothis if they did not have online sales.

Firms can use online marketing channels to pinpoint theiraudience. They can advertise on sites that their targeted audiencewould visit. These days, one can be searching online for a productand all of the sudden they will see that product pop up in his orher social media feed. At first it was a big deal, but now it seemsthat everyone is used to it. When networking online, business havea farther reach. Information taken from a Manta survey showed, 74%of small business owners who also have access to online networkssay it is easier for them to network online rather than just personto person networking (Marketing Profs, 2012).