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Essay Available:
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2 pages/≈550 words
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2 Sources
Style:
APA
Subject:
Communications & Media
Type:
Case Study
Language:
English (U.S.)
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Topic:

Podcast about Cyrus Massoumi

Case Study Instructions:

In your entry, answer the questions below. Show each question followed by your answer.
Listen to the podcast about Cyrus Massoumi. Like it or not, it is important to recognize that he identifies as a marketer (i.e., communication professional) and makes decisions based on his own set of values.
1. Name at least 2 values that influence how Cyrus Massoumi thinks and acts as a marketer. For each value, discuss at least 1 way in which it has affected his professional decisions.
2. Where do you think his values come from? Just himself or elsewhere?
Next week, you will start a critical examination of an actual moral problem that has surfaced in your current career as a communication professional or a potential problem that may arise in your future dream job as a communication professional. Throughout this examination, you will need to apply values. You’ve already identified your personal values in your previous journal entry. Now do the following:
1. Find and attach the values and codes of conduct of the organization where you currently work or hope to work as a communication practitioner or researcher. The website of the organization is a good place to start. Then identify at least 1 value or principle that resonates with you.
2. Find and attach the code of conduct that relates closest to your current or dream job as a communication practitioner or researcher. Although this course shares some professional codes, you are welcome to use something else. The websites of professional associations are good places to start. Then identify at least 1 value or principle that resonates with you.
The following podcast returns to a journalistic series by O’Brien (2018). He interviews Cyrus Massoumi, one of the pioneers of fake news. While it’s interesting to hear about how he earns money, it’s even more important to recognize that, regardless of whether you agree with his beliefs and actions, he identifies as a marketer (i.e., communication professional) and bases his professional decisions on his own set of values. Part of your journal entry will draw from this podcast, so I recommend that you review the journal questions before hearing the podcast (select journal entry from the lesson navigation menu).
*O’Brien, M. (2018, May 2). A junk news pioneer--with Cyrus Massoumi, part 1. Retrieved from https://milesobrien(dot)com/junk-news-pioneer-cyrus-massoumi-part-1/ (This is 55:00, so listening to the first and last sections will be fine)
*O’Brien, M. (2018, May 3). A junk news pioneer--with Cyrus Massoumi, part 2. Retrieved from https://milesobrien(dot)com/junk-news-pioneer-cyrus-massoumi-part-2/ (This is also long, at 54:00--if you can listen to most of it that would help but the first and last segment will suffice)

Case Study Sample Content Preview:

Podcast about Cyrus Massoumi
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Podcast about Cyrus Massoumi
Cyrus Massoumi, a marketer or communication professional, makes marketing decisions based on his own set of values. One primary value that influences how he acts and thinks as a marketer is the primal human emotions. The marketer believes that commercials sell since individuals can relate to them emotionally. Massoumi argues that people watch the news to get angry since it makes them feel righteous. Using emotions to create a story has influenced Massoumi’s professional decisions. For instance, when Wall Street Journal writes a headline that the economy grew by 2.5%, Massoumi prefers to say that the president has destroyed the economy for another quarter (O’Brien, 2018). That way, many people will click on that hyperlink to read more. The second Massoumi’s value is writing stories not based on the facts but on what people want to hear. Massoumi believes that individuals do not care about the facts (O’Brien, 2018). That’s why the marketer uses clickable political news, such as Pope endorses Trump, to generate more traffic on his Facebook page. As such, Massoumi gains many followers meaning that he can market numerous products and get buyers online.
Massoumi’s values come from research. The individual admitted that he has read numerous marketing books. He gets concepts from these materials and uses his knowledge to incorporate them in marketing. A perfect story is one that appeals to basic human emotions, such as anger, love, self-righteousness, kindness, and hate (O’Brien, 2018). Massoumi understands that people do not want facts, but they want news that triggers their emotions. In particular, the marketer is interested in news that is clickable so that he can attract more fans. The primary idea of marketing is to get many followers and place ads to earn revenues. Massoumi makes decisions based on how he can get more people to a specific website or Facebook page. On that note, the individual is creative and borrows marketing concep...
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