Maryam Ali Saif

ID:200721333

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Instructor- James Piecowye

Name- Maryam Ali Saif

ID:200721333

Maryam Ali Saif

ID:200721333

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Promoting Entertainment

When communicating media on a large scale there are different ways in which one could

send the message across this is presented either visually or by audio. “Although life is full of

constraints and disciplines, responsibilities and chores, and a host of things disagreeable,

entertainment, in contrast, encompasses activities that people enjoy and look forward to doing,

hearing or listening. This is the basis of demand for- or consumption of- entertainment products

and services”, (Vogel, 2007, 2). I chose to focus on an invention that does both therefore, I

would like to discuss how well the mass media serves its role on the promotion of the television

entertainment generally and then focus on some of the few difficulties faced in the U.A.E. when

it comes to promoting television entertainment.

The Word entertainment according to Harold L. Vogel in his book ‘Entertainment

Industry Economics” his definition is , “Entertainment the act of diverting, amusing, or causing

someone’s time to pass agreeably: something that diverts, amuse, or occupies the attention

agreeably”, (Vogel, 2007, 1). “One other consequence of the widespread use of media for

enterainment is that it is now quite easy to sit back and let others entertian you”,(Dominick,

2009, 37). When we come to think of it why would something as popular as the television need

promotion? Well it comes down to business and no matter how big or small a company is they

always strive for more publicty and to be a well known house hold name. “Each year Americans

cumulatively spend at least 140 billion hours and more than $280 billion a year on legal forms of

entertainment. And globally, total annual soending is approaching $1trillion”, (Vogel, 2007, 1).

So, how does the mass media industry promote something that is already so popular? 30-second

advertisments of a new seiries or talk show is all it takes. If you think of it when we sit and wait

Maryam Ali Saif

ID:200721333

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for the movie or television show to start there are multiple advertisments of similar shows that

viewers might find appealing and might find interesting to attend. It happens when you go to the

cinema before the start of the movie if you are attending a horror movie the advertisment and

trailers would be of new movies that contain the same theme which is horror thus appealing to

the attending audience who are more likely to go to and watch these types of movies. Large

posters are specially made to promote new movies that aim to attract people to go and see the

film. The more people watching results to more people being exposed to the message.

“In entertainment media, innovation and risk taking- including promoting fresh

perspectives, developing new formats, and welcoming controversy- are part of what it means to

serve the public interest”, (David Croteau, 2001, 35). As I quoted above in order to promote

entertainment creativity and new ways of presenting the information is what usually will gain

public interest. And here in the U.A.E. I think that is what is lacking in the media industry. All

the promotions for entertainment are ones we’ve seen before and example is basic movie posters.

The U.A.E. community is not exposed to new forms of messages of entertainment the reason

being that most of the movies, series and TV shows are bought from abroad therefore, the

promotion for that certain film or TV show has already been created by the distributers. This

displays lazyness on our behalf instead of coming up with our own forms of distrubuting

advertisment which will promote the film or show we opt to use existing information which may

appeal to western audiences appose to U.A.E. nationals. The other issue is when I travel abroad

to Europe I see posters of new film releases printed in most of the stores and streets whereas,

here I rarely see a billboard promoting a film the only posters I see are the ones around the

cinema area in a mall.

Maryam Ali Saif

ID:200721333

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As one of the fastest developing cities one would expect the keen interest in the

entertainment business but, the promotion of entertianment is moving at a slow pace here in the

U.A.E. and it is a could opportunity for the new generation to seize. Many might not view

television entertainment as a key investment but, it is what we see and are exposed to via the

television that moulds and shapes our mentality and the way we construct our ideas. The

television is a tool that is used differently amongst a community. Many use the television as a

form of relaxation and escape after a long day at work whereas, some may switch on the

television to kill time and simply entertain themselves. So why is promoting entertainment a key

aspect in the media industry well if we don’t promote our own local television we are basically

adopting cultures that doesn’t belong to us. This then opens another door of how the U.A.E.

promotes its culture. Advertisments for certain shows or movies which may appeal to the public

of the United States of America may not connect with an individual living in the Gulf they are

two different demographics.

By watching the promotion of entertainment from countries that do not relate to our

culture or tradition we are forming a pyschological foundation to our mentality that may alter or

effect our thinking. Which may or may not modify construction of our ideas in a way that did

not. The entertainment section of media is a business that people feed off to feel a sense of

living as long as it was done on the television we feel we have accomplished something as well.

Referances:

• David Croteau, W. H. (2001). The Business of Media. California: Pine Forge Press.

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• Vogel, H. L. (2007). Entertainment Industry Economics. New York: Cambridge University Press.