More females in the Journalism field and more diverse questions please, is it that hard?

Gender equality seems to be an ongoing debate in any job field. We are still seeing difference in gender equality in the newsroom. There are continuous debates over the limited female presence compared to males within the newsroom and the job position difference. With the noticeable difference in the information female reporters present, compared to those of their male co-workers. Finding women in the news reporting field tend to report more on what is considered ‘soft’ news.
It seems a small percentage of women are now leaving the field of journalism due to the lack opportunities to reach to the top positions. So maybe there needs to be a relook at the hiring process?

There still a slow growing percentage of women in the journalism field, however one aspect of journalism in particular seems to still be lacking growth in gender diversity and that is sports journalism. ‘A study conducted for the Associated Press Sports Editors found that women account for 6.3% of sports editors, 10.5% of assistant sports editors, 9.9% of sports columnists, 10.6% of sports reporters, and 16.1% of sports copy editors and designers’.

Image from google images- Footy Show panel

Image from google images- Footy Show panel

It seems this issue doesn’t just stop with the percentage of female journalist about but also how women, especially celebrities are depicted in the media? With the same stereotypical questions being asked. So why is it so important to discuss what they wore? Who cares if the dress was not sitting right? Or their hair was done in a certain way. What happen to focusing on what they had to say?

‘Women have been questioned on the utterly beside-the-point topic of their appearances even as they, quite literally, change the world’.

Will we ever see a whole panel of female sport commentators? Or journalists asking female celebrities more ‘refreshing’ questions on the red carpet instead of ‘who are you wearing?’ I guess only time will tell.


Is the media building more walls between cultures?

As a journalist your job is to report and seek out stories that are considered newsworthy, but what happens when what we are reporting starts causing other issues to arise? Is there a certain point when something should not be reported on?

Lately the hot topic that keeps popping up in our newspapers, twitter feed, Facebook and newsrooms is, terrorism.

Image from google images

Image from google images

It is clear society needs to be aware of issues that occur which include such extremist actions. However is the media coverage on these events going too far? Are we now just circulating fear? Or creating division between cultures? Does everything need to lead to the idea of terrorism? With ‘everyday situations (traveling to and from work) and objects (a back-pack, a credit card, a mobile phone) become subliminally associated with the threat of terrorism.

Terrorism and the media have developed this dangerous symbiosis’.  The media know exactly which headlines will grasp the audience attention. This is where the issue of too much coverage on these events is created. “The media are attracted by extreme terrorist acts not only because it is their duty to report on any major event but also because the dramatic and spectacular aspect of terrorism fascinates the general public.” But is the coverage of these acts by extremists giving terrorism the spotlight they desire?

The media allows for such acts to create an atmosphere of fear and to reach a greater audience.
It is clear that terrorism makes an attractive boon for media coverage, this is partly a result from the attention this type of news receives from readers. However the issue does not necessarily come from ‘why’ the media is covering this kind of news but more of the ‘how’ it is presenting the findings to the public.

“Seek truth and report it” where do we draw the line?

Birthe Skingen

Birthe Skingen

The idea of presenting human suffering in the media and how it is depicted in war correspondence and war photography provokes controversy within society. I wanted to draw opinions from various areas of journalism. Taking four journalism students aspiring to become journalists in various fields I presented them with the quote based off the ethical issues that arise when presenting human suffering for a story. “Journalists who don’t want to deal honestly with our own humanity and don’t want to take personal responsibility for human impact of our journalism. We’re just doing our jobs. We’re just being objective. Objects can’t be responsible”, and I questioned their opinions on the idea of ‘human suffering’ for a story.

Ethical journalism is a major important aspect of any journalism and sometimes this line of what to show and what not to show can become blurred. How do individuals see it differently and why is it important to journalism?

Young Isabelle Cuff who one day seeks to become a review journalist discussed the idea of War journalisms effect on society; “I think that some war journalism really highlights the negative effects of war and all the horrible things that happen as a result, which in a way is good, because I don’t think war should be glorified”. Aspiring war correspondence/war photojournalist, Daniel Henson could not agree more “Definitely in a negative light for the most part, which is how it should be portrayed”.

When asked about the portrayal of human suffering whether it through a story or a photograph, Daniel Henson makes the point, “Obviously you are going to search out a story. Whether journalists look for human suffering because they want to alleviate it, or because they need the story is a separate matter, and relative to that individual”.

Birthe Skingen who hopes one day to make impact on sports journalism finds that photo journalism gives a ‘face to the faceless’, this idea of making the situation more real for viewers as the story has been humanized by the image. However 21 year old Birthe also finds the concept of human suffering can be misleading. “Sometimes what the media portrays can be taken out of context. In certain situation those that are shown may not actually be suffering as much as we think, how can we really know unless we are there in that situation ourselves”?

The idea of human suffering in the media is an interesting and ongoing discussion. “I guess the idea of human suffering is different for all us, but I feel there is importance in reporting on it. As you cannot fix something unless you know about it.” Jessica Perkins who one day would like to work at festivals as a music journalist points out, “Sometimes you need that shock factor and war correspondence and war photojournalism is what will deliver that”.

Journalists who report either on human suffering or by using human suffering itself to deliver a story, will always have the issue of whether it is considered appropriate or not.

Dance Like It Is Your Last

Renee York, 22yrs

Renee York, 22yrs

Passion is what drives us to pursue our most wanted desires. Once you find that passion you make the most of everything. That’s exactly what 22 year old Renee York did, and ended up making her dream of dancing at one of New York’s well known dance studios ‘Broadway Dance Centre’ come true.

“I first started dancing when I was 5, my mum had enrolled me into classes because I would not stop dancing around the house to Hi-5. So I guess she saw I had a passion for dancing from a young age.” It is clear to see from all of Renee’s achievements, her mother’s decision to enrol her in dance lessons paid off.
Attending dancing tours in Malaysia, to taking various classes across America including at Millennium LA dance centre, is only a few of Renee’s experiences.

The years of dancing have been etched into her memory, “I still think about when I first got accepted into Ev&Bow for a two year full time training contract”. When reminiscing about opening the letter of acceptance after her mum had picked her up from dance company practice, it is clear to see this is just one of the memorable experiences that Renee still holds.

The time Renee was presented with the opportunity to be a backup dancer for Kelly Rowland on ‘So You Think You Can Dance’ was a decision that was easily accepted with no hesitation. This was not the only time Renee has performed in front of large crowds, Sydney Fashion week is just another achievement to add to her growing list. ‘It was such a fun experience dancing on the runway with the models walking down’.

After enviously watching Renee perform splits, jumps and other incredible flexible poses (that only one who has been dancing for years can manage) for the shoot, the sheer love for dance is still so clear on her face. When asked ‘Does this make you miss your dancing days?’ Renee’s answer is a clear simple, longing ‘yes’.

After the two years of full time dance, Renee eventually made the decision to attend University. “I never wanted dance to be my only career path. Don’t get me wrong I did love it and still do, but opportunities for a career in dancing were limited”. Eventually the decision to complete a Bachelor in Communications and Media Studies with a major in Marketing was made. Now currently in her final year her future has never looked brighter.

“I guess you can say I have achieved a lot for a 22 year old, with spending a few years doing what I love. I now have exchange in America and graduating to look forward to”.

Renee’s career course may have veered in another direction, however dancing will always be a big part of who she is.



Nike putting the swoosh in your social media


Nike Pinterest Page

Social Media amplifies the power of word-of-mouth and this plays a large part in consumer behaviour. Brands such as Nike have realised this allowing them to dominate the online world.

21,920,178 likes – Facebook
4.1 million followers – Twitter
163,700 followers – Vine
59,626 followers – Pinterest
7,167,071 followers- Instagram
1,862,828 subscribers – YouTube

“For retailers in particular Word-of-mouth (WOM) has been an effective component of their marketing armoury for decades. The power of personal recommendations has of course now taken on a completely new and far-reaching persona in the shape of social media networks” (David Howell, 2014).

Nike started off back in 1964 and has expanded on from the traditional store. Nike has opened its doors to every kind of media. Nike covers Facebook, Twitter, Pinterest, Vine, YouTube and now has created apps for smartphones. Nike has used Facebook to communicate with consumers from all over the world. Nike also demonstrates understanding in cross cultural consumer behaviour by developing sub-categories within their Facebook page. For example they have pages specifically for football, golf and pages such as; Nike running France. This allows for Nike to address the difference in consumers due to their culture.

Nike has also taken on Twitter to develop exceptional customer service. Like their Facebook page Nike has separate feeds for each of their products. Nike updates their consumers on new arrivals and if a product has sold out, where else they can find it. Nike utilises Twitter in a way that allows them to develop credibility, which is essential for online marketing as this is where word-of-mouth happens.  ‘In terms of customer support, Nike is continually voted the best in the business’ (Walker, A, 2014).

Social media allows for companies and their consumers to strengthen the relationship and engage more. Social media also allows for consumers to evaluate products before purchasing them. Consumers can read reviews on a certain product from other consumers, this can result in either positive or negative feedback. Consumers can also be persuaded to purchase a product through celebrity endorsement. Nike has entered the health market via the use of sponsoring health gurus such as; Kayla Itsines who has a large following of young females. Having Kayla endorse Nike shoes and clothing influences consumers who follow her on Instagram or Twitter to associate Nike with a positive feeling as their brand will assist them in achieving the healthier lifestyle.

Kayla Itsines

Kayla Itsines

Nike has developed a strong understanding of how social media and marketing can work well together.


David Howell, 2014, How social media amplifies the power of word-of-mouth, USM,

Walker, A, 2014, Brand FocusL How Nike Excels in social media, nukesuite,



Companies are continuously trying to differentiate themselves from their competition. Companies thrive on positioning themselves and their products in the most positive light as possible. In order to do this companies need to resonate with their consumers.  The three marketing strategies; social marketing, sponsorship and cause related marketing are different forms of societal marketing. “Societal marketing can generate the long-term value needed for a company to survive and achieve competitive advantage” (Bronn, & Vrioni, 2001).

Marketers found that when companies adopt cause related marketing within their company this appeals more to consumers and places the company in a more positive image as it shows the company being more socially responsible and trying ‘to make the world a better place’.

Witchery is one of Australia’s leading fashion labels and is seen as a prestige brand and by utilising cause related marketing this allows them to have more of an impact in social marketing.

In 2000…

Witchery joins forces with OCRF (ovarian cancer research foundation) to start a 14 year partnership.

This started the White Shirt Campaign. Witchery designed a line of various styles of white shirts. 100% of every purchase goes towards research and support for Ovarian Cancer Foundation.

Joe Marconi stated “86% of consumers are more likely to buy a product associated with a cause or issue” (Marconi, 2002, pg.5) Not only is Witchery associating their brand with charitable causes but other high end brands such as L’Oréal Paris and Sass & Bide have paired with foundations to raise awareness. As these are “companies who want to appeal to the increasingly socially responsible consumer and meet business objectives at the same time.”




Bronn, P, S, & Vrioni, A, B, (2001), Corporate Social Responsibility and Cause- Related marketing: An Overview, World advertising research center, Vol. 20, No. 2, accessed from

Marconi, J, (2002), Cause Marketing. Dearborn Trade, A Kaplan Professional Company

Emirates – Cross cultural flying


Globalisation is continuously expanding, allowing consumers to have access to the best products from various countries. Major corporations are finding more opportunities in other countries.

Emirates demonstrates what successful cross cultural marketing looks like. Through many of Emirates advertising there is still a sense of their brand origin however they manage to appeal to all cultures, as when flying or travelling you want to receive the best experience and be comfortable with your choice.

“Cross-cultural marketing is international marketing on a personal level. It means considering cultural differences when planning marketing campaigns and media; realizing the need for a balance between localization and globalization; and most importantly, implementing strategies that respect differences while seeking to unify brand messages”(E3 agency network, 2009).

Emirates is associating their brand with class and prestige. Emirates understands that their print advertisement will appeal to various cultures as the need for comfort when travelling is a universal need.


Emirates understands their advertisements can be used across cultures as they are appealing for those who travel either for business or like to travel in more of upper class atmosphere. This allows emirates to focus their advertisements around the benefit of comfort and class.

Emirates is not the only company that has successfully entered cross cultural marketing. The Swedish brand IKEA has not only expanded its stores all over Europe but also America and now more stores are opening up around Australia.


E3 agency network, (2009), Defining cross cultural marketing,