Analysis Of The Shangri La Group Tourism Essay

Analysis Of The Shangri La Group Tourism Essay informal Organizational Analysis and the competitive advantage the group may or may non render in establishing a presence in capital of the United KingdomA schematic representation of the SWOT (Strengths, weaknesses, opportunities threats) provide be used to match the key external and internal factors. The following SWOT would go away us with a comprehensive organizational resource analysis of the Shangri La group alongside providing us with the competitive advantage the group would enjoy.StrengthsWeaknessesSituated at a premier location in London as has been evident in their properties throughout the world (Grayson Hodges, 2004).Legendary Asiatic Hospitality the sheer Asiatic intent having a Chinese p arent company gives them an edge over all the others in terms of having the Asian culture part of their corporate culture and indeed a unique bureau (Hitt, Ireland Hoskisson, 2009).40 hotels worldwide thus a broad base to share experiences and put learned lessons from near the world to genuine use (Robbins DeCenzo, 2007).Pre identified target segment of craft and leisure travelers with an eye for class and culture (Robbins DeCenzo, 2007).Service approach of hospitality and flexibility em hunch overded in corporate culture and commercializeing activities (Walker, Walker, Mullins Boyd, 2010).Sound financial backing.First interaction with west kickern culture was Sydney no other experiences as yet in the WestMarked difference in Sydney and Londons CultureAn effective and efficient management style played a study role in Shangri La Sydneys success.The defect is non that well recognized outside the Asian and now in addition Sydneys food market.OpportunitiesS-O strategiesW-O strategiesLondon 2012 prodigious and Paralympics Games.New planned touring car attractions like International garret in London.Trend of using price promotions.Comparatively lower value of Pound sterlingGrowing emphasis of the local government on promoting touristry. out ripening of London as a financial sector a conference and business organisation destination.Establish in London (S1,S2, O1,O2,O4,O5,O6,)Extensive integrated marketing communion efforts. (W1,W4,O1,O5,O6)Make use of opportunities in the West (W1, W5).ThreatsS-T strategiesW-T strategiesRecent trends show that luxury hotels have grown at a rapid pace in London. The tilt in the near future will be cut-throat and intensive as much and more rooms will be added to the constancy.The presence of much more powerful bell ringers in the luxury sector of the London hospitality intentnessSubstantial increase in mark budget hotels around 13% lastly twelvemonthUncertainty created by terrorist activities.Aggressive investments in the sector by other Asian Middle Eastern investors.High barriers of entryNiche selling and maintain that niche (S2,T1,T2)Premium, Image Based pricing (S2,S5,T3,T5)Based on the above analysis and the secondar y research, Shangri Las competitive advantage lies in its classic Asian Flavor and the ability to maintain a customer-centric approach which forms the basis of their corporate culture, thus as well reducing the need for standardization of appendagees. The core values of the procreation are respect, courtesy, sincerity, helpfulness and humility and the training modules focus on the groups mission of delighting customers each and every time (H oneycutt, Ford Simintiras, 2003). Not confined to training programs, heaven Care is a living culture inside the group, strongly supported by top management and continuously cascaded through the organization.both these are bound to help Shangri La carve out a unique niche for itself in the London market. The only threat being the fact that other Asian and Middle Eastern players are also venturing into the hospitality industry. Whether those who are positioned based on their Asian ethnicity are able to bring out the same flavor in their cultu re stay ons to be seen2. An external analysis of the capableness competitors and customers in LondonLondon, that great cesspool into which all the loungers and idlers of the Empire are overwhelmingly drained.-Doyle, Sir Arthur ConanThe onetime(prenominal) 20 years has seen an boilersuit increase in the keep down fig of visitants to London, despite any temporary downfalls seen intermittently in the short-term. Overseas visitor numbers have increased from 9.6m in 1990 to around 14.9m (estimated) in 2006 (Hooley, Saunders, Piercy Nicolaud, 2008). Domestic visitor numbers to London have also grown over the long-run from 6.9m in 1990 to an estimated 11.8m in 2006. Domestic numbers however have seen the largest fluctuations (compared to overseas visitors) in the short-term, resulting in a slight downward trend in total visitors to London since 2002. This has been influenced by the increasing popularity and accessibility of many countries and growing competition from other major Eu ropean cities (due in part to the ascension of no-frills airlines) (Flourish Oswald, 2006).The overall London market has been buffeted by a number of issues since 2001, including terror events, SARS and the outbreak of Foot and Mouth. However, a recovery in inquire (particularly for supranational visitors) is evident and the London bombings in July have proved only a temporary setback. Improved room yields have supported investment in impudently hotel rooms in London, increasingly away from central London to the western and eastern parts of the city. The dispersal of readjustment represents opportunities for businesses outside of Central London, but also provides challenges for coordinating visitor infrastructure including transport and information functions (Easterby-Smith, Thorpe Lowe, 2002).There has been strong reaping in the budget sector of the market and this has provided visitors to London with a greater choice of accommodation. Moves to standardize the quality ratin gs for hotels will hopefully also provide visitors with greater information and certainty regarding their accommodation experience. Looking forward, tourism is evaluate to glide by to grow (as forecast to 2016 in the 2002 PwC report and extended in this report to 2026) and when considered in combination with the additional impact of the 2012 Olympic and Paralympics Games (whose influence was not include in the PwC report), and the planned maturation of major tourism facilities, such as the International Convention Centre, it can be seen that substantial additional demand for accommodation on an on-going basis could be generated (Young, Weiss Stewart, 2006). New accommodation is planned to meet future demand, closing the gap between the current room phone line and the demand forecast in 2016 as reported by PwC, and the hotel market is upbeat about Londons prospects.Demographic change looking forward, tourism is expected to continue to grow (as forecast to 2016 in the 2002 PwC re port and extended in this report to 2026) and when considered in combination with the additional impact of the 2012 Olympic and Paralympics Games (whose influence was not included in the PwC report), and the planned increment of major tourism facilities, such as the International Convention Centre, it can be seen that substantial additional demand for accommodation on an on-going basis could be generated. is expected to provide a market opportunity for the provision of accommodation to the accessible accommodation market, although evidence suggests that London is not servicing this market as well as other destinations, which provides challenges for the future (Greater London Authority, 2006).As one of the main tourist destinations in the world and with the 2012 Olympic Games on the horizon, London is set to be at the forefront of a recovery in the UK, and indeed European, hotel markets. Price promotions and the low value of sterling during the year booked London to remain a popula r tourist destination, with leisure tourism particular from Europe, offsetting the fall in corporate bookings, which had continued from 2008 (Smith, Berry Pulford, 1999).These would-be buyers have been attracted by the depreciation of the British Pound against the US Dollar and the Euro. Initial signs of a slowdown in the reduction of values, indicating that the bottom of the market has been reached also makes buying attractive to high net price individuals and sovereign wealth funds. The lure of the Olympics is continuing to draw operators and developers into the capital, which is predicted to experience a 12% increase in parvenue rooms (13,300) by 2012. With its high barriers of entry London continues to be an extremely competitive market place but one, as the recovery gathers momentum, that will remain a target for the mass of hotel investors, developers and operators with their eye on long-term gains (Murphy, Maguiness, Pescott, Wislang, Ma Wang, 2005).Worldwide, the majorit y of international tourist trips in 2004 were for the purpose of leisure and holidays (52%) with only16% being for business travel. The rise in the number of people (both international and domestic visitors) to London has been relatively modest since 2000, with the number of visits only now returning to the high demonstrate reached at the Millennium. However, over the long term there has been a steady increase in visitors to London. Nights stayed in London by international visitors have lift on average by 3.1% each year since 1993 (compared to 1.6% each year for the UK as a whole (Greater London Authority, 2006). In 2004, 33% of overseas tourist trips to London were for holiday, 27% were for business and 28% were for the purpose of visiting family and friends (IPS 2004, 2005 Growth has been particularly strong in 2004 and 2005, with growth of over 14% in 2004 and estimated growth of 6% in 2005.However, growth was relatively modest in the early part of the 2000s with a number of ci rcumstances (such as low cost airlines, transposition rates, terror events) reducing overall tourist arrivals, impacting on both overseas and domestic tourists. The events of September 11th had a similar effect on tourism, with the number of visits only returning to their 2000 high point in 2004 (Robbins DeCenzo, 2007). The London bombings in July 2005 had only a short term impact on overseas visitor numbers with visitor numbers rebounding in the latter part of 2005.7 It should be illustrious that the PwC report produced in 2002 did not include the short-term downward trends noted above since these trends were only just in the cycle at this point (Greater London Authority, 2006).Domestic visitors to London have also increased dramatically, given the one of a kind millennium celebrations the opening of several new and attractive tourist attractions. Until recently there has not been a proper understanding within central or local government of the importance of business tourism or its contribution to the local and national economies. One business tourist is deserving at least three times the amount of one leisure tourist in employment and economic terms and business tourism is worth 3.2bn to London, making the business tourism sector an important area for London to invest in. London, being a metropolis destination always had immense potential as a business destination (Hooley, Saunders, Piercy Nicolaud, 2008). Understanding that potential, the government and the hospitality industry has finally started taking steps in this regard.Currently the city needs facilities that would allow maximum exploitation of the citys potential but work has started on those lines. An international chain has just initiated Duchess Rooms in disposition to attract the businesswoman of today curiously the Middle Eastern market (Honeycutt, Ford Simintiras, 2003). However, there remains a great deal of work that the city administration can undertake in a bid to rejuvenate the c itys illustrious image.London caters to a wide variety of visitor specific accommodation needs. The only exception is the apparent lack of accessible accommodation for disabled visitors. Visit London estimates that serviced accommodation (including hotels, bed breakfast establishments and guesthouses) accounts for around 76% of all bedrooms (with the remainder comprising self-catering, hostels and university accommodation) (Jensen, 2008). The budget hotel market growth and the increasing investment in up market hotels has led to a polarization in supply and gradual erosion of the three-star serviced hotels previously provided by Thistle and Marriott amongst others. It is executable that a situation could occur in the short to medium term where hotel grading and quality/service provision at the budget end of the market, could bring into being blurred to some buyers (Guffey Loewy, 2010).With the near saturation of roadside and motorway sites, greater flexibility will need to be sh own by both planners and developers if this demand is to be satisfied. For example some solutions may include the alteration or refurbishment of redundant buildings into hotels, rather than completely new build, as well as the development of sites around the M25 corridor and other key transport corridors. The continued growth of London s financial sector will mean more developments geared to this market and the meetings/ business tourism market generally. This is likely to include larger developments with leisure facilities, more bedrooms, but also with more flexible meeting facilities and (subject to planning), apartments, apart hotels, or even hotels with apartments located very close by that can enjoy the hotel s facilities ( e.g. Capital, St James and Ritz Hotels) (Hitt, Ireland Hoskisson, 2009).3. An analysis of Possible Segmentation strategies that the Shangri La could adoptThis refers to the process of choosing ones target market. It needs to be clarified at the onset that m arketing targeting is not synonymous with market segmentation. Segmentation is actually the prelude to target market selection. One of the most significant advantages of effective target marketing is that it improves the efficacy of all the four Ps of marketing (Aaker, Kumar, Day Leone, 2010). The use of segmentation, as a tool to distinguish the entire market into stratas is a useful process. Firms can then decide which segment they are targeting and focus their efforts and energies towards that segment in order to achieve the highest return on investment (Robbins DeCenzo, 2007).Positioning, on the other hand, is a concept introduced in Positioning a Positioning a battle for your mind. gibe to the authors Positioning is what you do to mind of the prospect. Meaning it is how the customer perceives your product or what you are in the eye of the beholder Thus it is imperative that each brand is Positioned in a particular class or segment (Al Ries Trout, 1993).Given the turn of t he millennium and the growth witnessed in travel, each segment in the tourism industry has set its goals on increasing its share of the pie thus trying to appear most attractive to the target audience. In this case, marketing communication helps strike out similar accommodations and travel hot spots in terms of making their spot appear the most attractive (Arbuckle, 2000). But also in this case, it becomes immanent that the target segment for the integrated marketing communication is identified beforehand. It is essential that marketers ensure that the destination is not competing with a competitor with greater edge secondly, that the destinations position is not vague in the customers mind and lastly that the destination has no image or probably a negative image in the eyes of the customer. (Lovelock, 1991).The hospitality industry based on the diverse nature of its offerings also witnesses a variety of positioning strategies. The meeting place for sun worshipers, is the positio ning argument of Cancun, Mexico. However, positioning can vary greatly. Fisher Island has positioned itself as where people who run things can stop running. It all depends on the creativity of the positioning team (Bergh Ketchen, 2009). An arouse positioning statement is that of Ritz-Carlton Hotels Group it says After a day of competition, you deserve a hotel that has none. The degree to which marketing teams strive to be unique determines the extent to which a positioning statement is distinctive and appealing.By developing a creative campaign, an operator can market the fact that many Japanese visitors have been to the dire Canyon, and were impressed by its awe-inspiring presence. This may include testimonials from previous visitors or tour operators example to illustrate this feeling who can make a precede appeal to the target market. However, since the feeling of awe is an intangible construct, positioning statements must show a tangible (Young, Weiss Stewart, 2006). There are many ways of communication to the audience the position you want your brand to occupy in the customers mind. They might include a creative campaign a testimonial by celebs or by previous visitors etc, but it is necessary to be able to convey the inspiration and the other intangibles associated with the brand.The London hotel market could be segmented into several groups namely, bed breakfast, inns, hotels (five star, four star etc,), country hotels, motor lodge hotel, town house hotel, youth groups to name the broadest categories. The composition of branded hotels and luxury outlets in London has soared to around 13% of the total supply in the capital, with chains such as Whitbread, Premier Travel social club, Travelodge, IHG s Express by Holiday Inn, Accor, Ibis, Choice, Comfort Inn and Quality Hotels increasing their exposure (Blaxter, Hughes Tight, 2006). This growth in the budget hotel market throughout all parts of the capital, as elsewhere, has been the key trend in this industry over the last decade. In London, particularly, it has to some extent, replaced the traditional three-star hotels which were more in evidence in previous decades. The cost of building a three-star establishment, with its higher specifications, service and food requirement is generally considered to be prohibitive in London.The gradual erosion of the mid-market three-star brands in London has possibly contributed to accusations that the capital is expensive and does not provide value- for money , Given that budget hotels have only been so evident in recent years and that central London prices are (like most major cities) high, this is unsurprising (Easteryby-Smith, Thorpe Lowe, 2002).However, as we will see later, both Paris and Geneva recorded higher average room rates than London in 2005. It is perchance the perception of expensive that has to be addressed. In the central sub-region, it is still difficult to find cheap accommodation, unlike say Paris or Amsterdam and it is delusive to expect budget hotel developers to invest in the more expensive areas of the central sub-region, such as Westminster or Kensington and Chelsea, to any great extent. The dynamics of hotel demand and this industrys development and operation economics will mean that future up market hotel development will continue to be more viable centrally. The international business visitor and high spending US, Arab and Japanese leisure tourists for example, will still choose to be In this context it should be recognized that a branded budget hotel, with limited service may still be awarded a two star grading, the same as a quality inn in the regions with good service, but limited facilities (Greater London Authority, 2006).Hotels in London are concentrated in the central area, but are increasingly being distributed more evenly across London, located where the main attractions, retail and restaurants are located. The luxury sector is amongst the fastest growing sectors in London there are reports that as many as four thousand additional rooms can be operational in the next five years (Greater London Authority, 2006). The industry is set to become increasingly dependent on exotic marketing and luring of customers and tourists that arrive in London each year. It will require a endurance of the fittest strategy from all major players to see through the competition.Thistle is the largest provider of hotels and hotel bedrooms in London. The company has some 5,969 bedrooms, which equates to 6.4% of the total London supply of serviced accommodation. Hilton follows closely with 4,662 bedrooms (Greater London Authority, 2006). Both these groups operate in the upper tier category. The Inter-Continental Group operates across the tiers with its 5-star hotel in Park Lane, 4-star Holiday Inns and the budget brand Express by Holiday Inn. Accor, with its mountain chain of brands, provides bedrooms in each category, from the 5-star Sofitel to the 4-star Novotel, 3-star I bis and budget Formula.The main branded hotels comprise 12% of the total number of serviced establishments and 38% of the number of bedrooms in serviced accommodation. The identified branded hotels are most dominant in the high-end of the market, comprising over half of all 4 and 5 star establishments in London (Greater London Authority, 2006). The above mentioned names also will be Shangri La Londons main competitors. However, the difference between niche marketing and direct competition will prevail in this scenario. It is necessary for Shangri La to ensure that it is able to position itself well, with respect to its competitors (Etzel, Walker, Walker Stanton, 2007).The international business visitor and high spending US, Arab and Japanese leisure tourists are the main segments that Shangri La will target. As per the Greater London Authority carried out under the London government, he conference and incentive travel industry has evolved over the past few decades into a mature bus iness sector. It is increasingly clear that businesses and associations cannot function effectively without face-to-face meetings. Over the ten years to 2004, there was a 50% increase in all business trips (with 27% of overseas visitors travelling on businesses to the UK in 2004) exceeding the overall tourism growth rate (Gilgeous Chambers, 2001).On a global scale, 16% of International tourist arrivals worldwide were for the purpose of business in 2004. For Shangri La, the discerning business and leisure travelers are the prime focus. The majority of the customers for Shangri La should hail from this segment and thus should be targeted using appropriate and relevant strategies (Young, Weiss Stewart, 2006).The positioning of Shangri La for the assigned market segments in London will be truly psychological image based positioning aiming to create a unique position in the consumers mind on the basis of the classic Asian Flavor visible prominently in the corporate culture of the orga nization and in the nature of the hospitality services provided.

The Growth Of New Media

The Growth Of New MediaNews has seen many changes over the years refreshfuls makeup to radio, radio to TV and straightway TV to sack up 2.0, an ever-changing and vast, floor for interactive intelligence activity, views and message. No one can argue journalism, when practiced well, is of mankind value in a free and democratic society, it provides, entertainment, information and acts as a whistleblower on inequality and corruption indoors our countries and states. However, the field of journalism is currently under scrutiny, Hillel Nossek comments It seems that the extensive threat facing journalism is de-professionalization, which means that everyone can be a journalist and nobody actually is one. (Nossek, 2009358) In this es govern I will subdue to weigh up the convinced(p) and negative impacts of word recent evolution to the internet. I will focus on the new ethics involved in such things as citizen journalism, the resulting Churnalism that has resulted from the revive and resourcefulness of web 2.0 weighing up the positive and negative impacts on journalists and journalism as a whole.IThe world-class point I would like to raise focuses on the idea of Citizen journalism and a paper written by Dr. Damien Tambini tit take, Media Ethics in the New Media Landscape. The paper comments on a current debate revolving around the question How is the rise of new media and online journalism affecting the traditional journalistic standards of objectivity, accuracy and verification? (Tambini 20101). In answer, he focuses around the ethics of so-called citizen journalism, and how this reflects upon the ethics, the rights and the privileges of professional journalists. Citizen journalism is a term used to describe bloggers and tweeters who, using investigative journalism mainly establish on online research and second exit sources, break stories and intelligence, using the internet. This is a change from the traditional, professional ethics to mixed media ethi cs.The stories these citizen journalists produce being from second hand sources be widely disregarded as inaccurate and therefore soil the reputation of the field of journalism, and its ethics. In an interview conducted in Changing Journalism the editor in chief of a regional paper said It irritates the hell out of me. Its not news. Its people wanting their five minutes of fame and its not accurate because they havent spoken to anybody (interview with editor program of a regional newspaper by Peter Lee-Wright 2008 33). In response Bloggers argue that new media are developing their own ethical systems based on distributed intelligence and the wisdom of crowds. (Tambini, 20101) In a sense this point of view could argue citizen journalism could have a positive impact, as Rebillar and Taboul comment views of the web 2.0 associate liberty, autonomy and horizontality (Rebillar and Taboul 2010325) and I think this raises a good point how can you argue against more than democracy, ac curacy and equality?The Tambini paper also raises questions inquire Are the newcomers also sharing the responsibilities? Are they obeying the rules, and sharing the make ups of implementing them? (Tambini 2010 4) He then points out citizen journalists are now getting access to protection of sources, granting immunity of expression and public interest defences. These were previously considered exclusive Lobby passes for Journalists. Because of the loss of the exclusivity in journalists rights and privileges, it puts into question the whole profession of journalism and what it means to be a journalist and I refer back to the Nossek comment in my intro, that in theory anybody can be a journalist. This would argue a strong result for the de-professionalization of journalists and would infer that changes in social and economical changes to the field are affecting the occupation of professional journalists, but not the ethics of the field itself. Even so, chip off Couldry did a surv ey in 2010 barings little evidence for what he calls writer-gatherers muscling in on professional space.On the other hand, Tambini expresses this still worries journalists, simply because journalists seem to say the citizen journalists constantly flout the ethical rules in place, in the race to the bottom. The lack of communication with original sources and grown inaccuracies are bound to come almost deep down this tussle for speed, and this would have a negative effect on the ethics of reporting of news online. Journalists also argue that this is in turn putting more pressure on journalists to rush stories and take less care in sourcing stories and policing conflicts of interest, (Tambini, 2010 1) creating what author Nick Davies describes as Churnalism.IIThis Churnalism is the concept the second part of my turn out will focus on. Churnalism is a word invented by Nick Davies. In his book Flat Earth News. It describes a hugely negative impact of new media, journalistic practic es. Davies explainsJournalists are pumping out stories without checking them stories which then circle the planet. And so now, in a way that was not true in the past, mass media are not merely prone to occasional error but constitutionally and constantly vulnerable to being infected with falsehood, distortion and propaganda (Davies, 2009 51).He explains the introduction of the internet has led to information being move around the globe at unprecedented levels. Shown in incidents such as The millennium bug where he explains The ethic of candor has been overwhelmed by the mass production of ignorance. (Davies 2009 28) The result is a decline in journalistic quality due to the way news rooms have drop dead News factories, pumping out stories not properly sourced, checked and constantly recycled. He describes a young reporter writing in the British Journalism review in 2004 explaining Of all the impressions I had of the profession relying on telephone interviews and the internet fo r so much written work was not one of them (Davies 2009 55). Reliance on the internet as a saver of time and money Davies argues is a big contributor to Churnalism. However, evidence has been effect of other people within the field, in particular editors, who have taken a more nuanced view to new media I wade through the rubbish every day, but then I think that some of the most exciting stuff I read is online and through blogs and all of that. So I would want journalists to get excited about it kinda than being defensive about it (Interview with a Section editor, national newspaper by Peter Lee-Wright 200833). These conflicting views have sparked much debate within news rooms. Even though the question still stands to the effect of new media within the newsroom, Davies extensive research into Churnalism has found its effects to be quite devastating, in regards to wider journalism.As part of his research into Churnalism Davies also investigated news stories running in four of the mo st prestigious fooling newspapers The Times The Guardian The Independent and The daily Telegraph. He commissioned a group of specialist researchers who, tracked over 2,207 incoming news stories and where possible tracked backwards to find their source material. They found quite astounding results. 60% of these stories came direct from wire copy and/or PR material, with another 12% simply containing elements of the same, 8% source material they were faint about and only 12% of stories was sourced by the journalists themselves. They also found that a staggering 70% of them passed to print without any corroboration at all (Davies 2009 52). This is go along proof of Davies Churnalism and the implications of this show an image of news as a pawn of PR scams instead of a voice on behalf of the people and democracy. Clearly, this depicts a quite an appalling prospect for journalisms future.Flat Earth News also raises the issue the internet has created a growing demand for immediacy and the negative effects this has had on new media. He refers to Pete Clifton ex-head of the BBCs News interactive who was quoted saying Our site came on top with a load time of 0.85 secs to beat the likes of ITV and Sky (1.63 secs). (Davies, 2009 70) Davies goes on to run on this clash of traditional journalism and the new high speed Churnalism, using the example of the official BBC guide which is given to all staff on News interactive. Which on one hand urges Your story mustiness be accurate, impartial, balanced and uphold the values of BBC news Never publish anything that you do not understand, that is speculation or inadequately sourced and then in complete contradiction Get the story up as fast as you can We countenance a sense of urgency we want to be first (Davies 2009 70) It then gives a five minute target for breaking news. This is clearly an impossible undertaking for any journalist. Time constraints have also been made harder by declining staff and lack of ground-up reso urces, which are rampant throughout the newsrooms. This is due partly to the free cost of internet news and internets ability to put fewer limitations on what a single journalist can do. Contradictions such as this create huge difficulties between the mediums of traditional journalism and new media ethics.IIIEven So, many can see the positive impacts of new media practices such as fast breaking news. In this part of the essay I will try to explain the positive impacts the web has had on journalism. Firstly, Anna Mainwaring is a producer in the BBC News UGC (User generated content) hub who describes it as a revolution in News gathering. In an interview conducted in Changing Journalism Mainwaring commented Instead of teams going out to get stories, stories are coming to us, on a story the year before about a number of young males being stabbed in London she says In the old days, we would have sent a team of hacks to doorstep, knock on doors Now we sit in the newsroom and the girlfrie nd has already contacted the BBC message board. Weve got her e-mail. A journalist phones and interviews her and shes on air in minutes The speed is phenomenal (Anna Mainwaring, interview conducted by Peter Lee-Wright 2009 34) This is a great example of how the speed and the vast networking capabilities of the internet have increase speed output and accuracy of stories, two very important principles for traditional journalism.Also, there is a theory that even the publics supposedly damaging, inaccurate, publish first-correct later (Tambini 2010) attitude, could have a positive impact revolving around the idea of networked journalism. A new concept Charlie Beckett argues is fundamental to new medias compatibility with contemporary journalism. He argues that To retain value journalism must engage with the public. It must shift power from the newsroom to the connected online and digital world. It must become networked. (Beckett, 2008) This theory depicts, that the rise of the internet could see a of return of Habermas public sphere, whereby the exploiters can immediately pick up on inaccuracies in stories and report them back and discuss, through active reception and living response (Williams, 1983 304). This could have a very strong positive outcome for the ethics of journalism, democracy and national and international development. It also takes power away from big international news agencies and who are more recently regarded as biased and greedy monopolies of news output.The introduction of internet technology has also increased dissemination, as stories can reach huge audiences across the globe at no extra cost. This is good news for the newspaper companies and journalists alike as Jeff Jarvis argues in his book What Would Google Do? Google allows people to find stories that, in the old days they wouldnt have seen. (J. Jarvis 2009 124) this has proved true in the coverage of a number of significant events the so-called Green revolution on the streets of Teh rans streets after the 2009 presidential election and the 2007 monks saffron rebellion in Burma. This is a positive outcome of modern media ethics and is an important development to keep in mind in terms of the future of new media ethics.Increases in other technologies such as camera phones and digital cameras are also increasing user generated content and journalists possibilities for capturing news. The subtlety of camera phones and the decreased size in reporting equipment and a visible crew, with up to twenty large silver boxes of equipment, has given journalists and their producers increased flexibility. A good example is in the Zimbabwe 2008 elections whereby all journalists were banned from reporting within the country. As Robin Elias managing editor of ITN says in N.Fentons New Media, old news We actually presented an evening new programme from the centre of Harare, during the crackdown, during the election, when we werent allowed in there let alone to broadcast out of it an d we broadcast over a tend wall over a BGAN mobile phone, a satellite phone and it sort of dawned on everybody that theres virtually nowhere in the world thats inaccessible now (Robin Elias, interview conducted by Peter Lee-Wright, 2010 72). Other examples include the tidal disaster in Japan in 2011 where the internet was swamped with a multitude of videos of the disaster. The combination of modern technologies such as email, mobile phones, digital cameras and easily accessible editing software coupled with sites like Youtube, Twitter and other blog sites add to more variety and a much more diverse media landscape, changing the way we now absorb our news. It also reinforces this idea that many networked contributions towards coverage of breaking news is hugely beneficial to new media ethics.In conclusionIn May 2011 the number of internet users worldwide reached over 2billion (internetworldstats.com). The Guardians online readership now exceeds 30million compared to only 300,000 pri nt readers. The undeniable pressures of the web have put journalisms and more importantly journalists position, into very turbulent disrepute. The editors have had to adapt in a time when news is free and news can be taken from other organisations without paying for it. The pressure has, in turn landed on the journalists, expecting them to use newer technologies to churn out more content with less time. The digital revolution has also given ordinary citizens the tools to contribute UGC and interact with journalists and stories. A strong negative impact of the web is that Smaller to medium sized print firms are either dying or have died as a result of the rise of the internet, as adaptation has become progressively difficult. This is due to advertisement becoming the main source of income for all news outlets and advertisers at the same time that advertising firms are sweeping onto the next big website to catch its much larger readership. Also other technological advances such as t he kindle and Guardian Apps on smart phones are leaving newspapers traffic models in constant limbo. It seems to me that the future of online journalism is unclear and we can only sit back and put any positive or negative implications into context. The positive implications of the web, if properly channelled, are an exciting prospect in favour of democracy and challenging dominant forces. It does however have seem to have had a rather negative impact on professional journalists themselves, whos roles are now challenged from many, many angles.

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'Getting a classic Budget Railroad Observe'

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'***Bookends'

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'Best Web Designing Information'

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