use the sources uploaded for reference material. Let me know if you need more material, I can send more.
“Over the past couple of weeks, we have discussed the role of corporate communications and public
relations and how those have evolved into parts of corporations and industries that are integral to how
products and corporate image is sold. We are now looking at a case study on the music industry, in which
their traditional public relations and communications did not work with the consumer and their business
model of selling music to the masses was badly disrupted.
First, from the material I have provided, what is counterhegemonic globalization? Why can it be incredibly
disruptive to corporations and governments? And why might public relations and corporate
communications not work when this occurs?
Can you think of some current examples in the world where
social movements are disrupting corporations and governments, even here in New Brunswick?
Now, apply this term counterhegemonic globalization to the music industry and the changes we have seen
since the use of the Internet to download music in the 1990s. Can the changes brought by civil society and
how we obtain and listen to popular music today be examples of counterhegemonic globalization?
Demonstrate how changes brought by Napster, torrent sites, music streaming, and the use of iPod/iTunes,
can be considered or not considered counterhegemonic changes to globalization.
Now think about the public relations of the music industry.
What various things did they do wrong when
Napster appeared in 1999 and through the ultimate collapse of their business model once iTunes became
the way in which consumers paid for music?
What were the problems they faced and why did they fail?
Outline what you think they did wrong. Finally, what would you have done differently if you were in their
position and were helping them with public relations and their image?
Consider the Starbucks and oil spills
crisis communications examples as well as the Campbell chapter on Public Relations from class.
Your assignment should be 4-5 doubled spaced pages and you should spend most of that space focused on
the third section on public relations (at least 2 pages). Remember to use sources from the texts or the
website to defend your opinions. Much of this assignment is about showing me you know how to write and
defend an argument. I do not want just your opinion but your thoughts backed up by sources. “
