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MEDIA in Melbourne A COMM2411 Assignment Tutor: Buck Rosenberg

The Big Issue Jordan Pike 3235427 The Big issue is a publication that highlights the homeless population within the city of Melbourne and Australia. This is a creative use of media to help the ever growing numbers of homeless people on our city streets as it helps the vendors raise money for everyday necessities such as food and accommodation. Homelessness is not an issue you here much about in Melbourne but it is rising and it is something that should be talked about more. The irony is that as the media seems to glance over this issue for bigger and more crowd-pleasing stories The big issue publication uses its own media to raise money for the currently homeless while also helping raise awareness. It is clear that more needs to be done about this issue not only to help the currently homeless but also to prevent this problem in the first place. A report by Rossiter, Mallet, Myers and Rosenthal, 2003 entitled ‘Living well? Homeless young people in Melbourne” reached alarming results highlighting that this issue needs to be looked at immediately. Another alarming report ‘Causes of Homelessness among Older people in Melbourne, Australia.’ (Rota-Bartelink, A.M & Lipman, 2007) also reveals many unsettling findings while looking into the causes of homlessness in elderly Australians. The results indicated many homeless people had poor social skills and tended to be very suspicious and untrusting of people they don’t know witch was cited as a factor that lead to there reluctance to reach out to support services available to them a factor that may have lead them to become homeless. It also indicated that the rise in housing and rent prices has made housing unaffordable to many elderly citizens, this surge in prices has driven rent out of reach for many pensioners. Another article that demonstrates the severeness of this issue is (Dewi Cooke, 2008)‘City counts its homeless, and the numbers keep growing’, in The Age helps highlight the growing problem of homelessness with in our nation cities. The article looks at a city of Melbourne initiative where 120 volunteers searched the city in an attempt to count the cities homeless population. There are roughly 100,00 homeless within Australia, an number described by Prime Minister Kevin Rudd as a “National Obscenity” many of these people are “sleeping rough” on cardboard or under a blanket on the streets of our cities. Articles like this while not crowd pleasing should be seen more often in attempt to get this problem on the front page so something gets done about it. The Big issue uses the media to not only help raise money for the homeless population but also to raise awareness. The facts surrounding the homeless in our first world county are alarming and the main steam media should be doing more to raise awareness of this problem.


This artifact relates to Ethiad Stadium through media, the Big Issue covers all types of media including sports media often featuring article that talk about Melbourne’s iconic stadiums and even articles that feature games played within Ethiad Stadium specifically. These artifacts could also be related through advertising as both The Big Issue magazine and Ethiad Stadium both sell advertising space within them. These artifacts could also be related in a physical sense as quite often on game days the big issue is sold out the front.

Etihad (Docklands) Stadium James Dean 3281694 Docklands Stadium (also known as Etihad Stadium for sponsorship reasons) was officially opened on March 9th, 2000 as a multipurpose stadium to host numerous sporting and entertainment events. Construction began in 1998 on the $450 million stadium after a decade of seeking funding. Community input was also huge in the development of Docklands Stadium as Melbournians wanted to have to say into what it would become. Docklands Stadium also supports the notion of Melbourne being a sporting hub with Docklands just one of many sporting facilities around the city. Others include The Melbourne Cricket Ground (MCG), Rod Laver Arena and Olympic Park. Docklands stadium and Media go hand in hand for a number of reasons. Sports being a massive part of Australian culture, media uses sport as a massive support in their industry. We can see this with the many number of media outlets and media sources who use sport. The most obvious example is television which broadcast sport everyday with some channels dedicating 24 hours a day to sport (ONEHD, FoxSports, Channel Seven, ect). Other forms of media that use sport as a medium include radio, print, internet, mobile phones, iPods, advertising and multi-media. With Melbourne being branded “the sporting capital of the world”, it‘s easy to see why media and Melbournians would embrace sport, in particular Etihad Stadium. The primary sport played at Etihad Stadium is Australian Rules Football (AFL), media broadcast this sport very extensively. As Robert Pascoe explains in his book, The Winter Game, “creation of teams such as Carlton and Collingwood bring people from that certain urban area would create some of the fiercest rivalries in the sporting world” (Pascoe. R 2006), this rivalry involves the community and their participation, and the media as a business broadcast this rivalry increase their ratings and profit. Although not restricted to AFL, another Melbournian sporting rivalries include Melbourne Victory vs. Melbourne Heart in the A-League Australian Culture and more specially, Melbourne culture, not only focus on AFL, but also enjoy watching and attending sports at Etihad Stadium like Football (soccer) and Rugby. Media broadcasts all these sports because it’s easy to see why Australian’s love their sport and the sporting culture that comes with it. A key argument to why sport is so popular is because it represents masculinity and a young man’s entrance into adulthood. Rae Light says “playing physical sport was his way to ‘symbolism his entrance to adulthood’, much like a female doing a debutante ball” (Light. R, 2000,


‘Continuity and Chane’ in Sporting Tradition: Journal of the Australian Society for Sports History, Ed. J.O’Hara, University of New South Wales, pp.87-105). It is these views that makes the public, and more specifically Melbournians, such massive sporting fans, and makes them come to Etihad stadium to watch sport and view the sport from the various media forms, which again, increases rating and profits. Etihad Stadium and media work specifically well together because Etihad Stadium would want all the publicity they can get, with their own sponsorship and administration getting all the public attention they want through the media, which broadcasts it around the world. Something that provides the media with evidence that sports provide huge audience numbers is the Australian Television Audience Measurement (OZTAM) which shows that during the first round of 2010 AFL season between Richmond and Carlton, played at Etihad Stadium, broadcasted on channel 10, they had a viewing audience of 535,000, with 382,000 of those viewers coming from Melbourne. (http://www.talkingfooty.com/tv_ratings_2010.php). Again relating media to Etihad Stadium and it’s love for it, the largest crowd in A-League history was between Melbourne Victory and Sydney FC, when 50,333 people turned up to Etihad stadium to view the match.

Melbourne Food and Wine Festival Advert Trang Tran 3284267 This communication artifact was placed outside of the Victorian State Library, right in front of the library just before the entrance – located in the heart of Melbourne’s inner city. This artifact is a sign advertising and showcasing Melbourne’s Annual ‘Food and Wine Festival’. Every year more than 300,000 people visit Melbourne to be a part of the Food and Wine festival from both abroad and inner state. The food and wine festival is a day to celebrate the food and wine culture in Melbourne, as well as recognising those who have made a contribution within the industry both interstate and internationally, and most importantly to educate the public about the culture itself through Melbourne – ‘Australia’s preeminent food and wine destination.’(Simone Egger, 2004) The Food and Wine festival began in 1993, it was created to tribute those ‘groundbreakers and visionaries’ in Victoria in the food and wine industry, these include chefs, producers, culinary communications, winemakers and restaurateurs. Those people, who participate in the festival create a background to ‘inspire’ and inform the general public, their peers about what they do – about food and wine culture and invite them to embrace it with them – learn and discover. It can be seen that this festival communicates a great deal about the city of Melbourne, its people, and the fundamental social relations that connect them. The presence of the food and wine culture and beauty in Melbourne’s mainstream media promotes a particular lifestyle (Croteau & Hoynes 2004). It ‘creates’ Melbourne’s identity its lifestyle – a multicultural city, with ‘thriving mini cities’, a city with ‘distinctive’ character. A mirror image of the people who live within Melbourne, as the diversity mirrors on the food, bringing the ‘world’s flavours are brought to the table’ (David Mc Clymont, 2004).


The festival although still celebrates the culture of food and wine, and its lifestyle, however by the media has become more of an ‘economy’ capitalist gain – commercialized by the Victorian Government through the proliferation of advertisements, through insights of an expanding tourist opportunities. The Government regards festivals such as The Melbourne Food and Wine festival as a valuable asset to tourism in Melbourne, having developed a string of marketing strategies which promote it, such as the Melbourne Food and Wine festival ad aired on national TV. The ‘food and wine festival’ have over the years played an important aspect of the tourism industry gathering attention from people locally, interstate and abroad. Food is not a culture only shared within Melbourne, but is a language spoken by everyone around the world. Through generated mass media it can amplify the economy by attracting tourists within the state as seen through advertisements for the Melbourne Food and Wine festival, as seen each year in March both commercial and promotion. Although ‘The Melbourne Food and Wine Festival is incorporated as a not for profit organization, and derives its funding from both the public and private sectors’. (Michael Hall, 2008) Sponsorship is also heavily noted in the festival with major sponsors like Crown Casino, City of Melbourne, The Age, Melbourne Zoo and ABC local radio to name a few (pp.91). On the surface, the Melbourne Food and Wine Festival is just another festival, but beyond the tacky aesthetics lies a deeper insight into the perspective of the contemporary Melbourne lifestyle of a food lover – a celebration of food and wine culture. There is a collective yearning, at even perhaps a subconscious level, for the sentimental and nostalgic. However, the real meaning behind the festival have slowly faded in the midst, towered over by the government and its forms of mass media. Is it merely a celebration of the food and wine culture, or has it become just another reason for sponsors and chefs to be in the spotlight in the Melbourne spectrum?

Melbourne’s Chinatown Marnie Newton 3285859 Melbourne’s Chinatown was established in 1851, during the gold rush era in Victoria. It is the oldest continuos Chinese settlement in the Western world. It is situated along little Bourke Street in Melbourne’s central business district. During the late 1800’s and early 1900’s, Melbourne’s Chinatown was considered to be an overish and alien place to Europeans, a place where they may “see much of the worst side of life” (Trollope, 1837), this is also relevant to the view of the Chinese at that time of Australia’s history under the White Australia Policy. However the increase of Chinese and Asian migrants in the last 20 years has caused Chinatown (the Chinese quarter) to blossom into a multicultural hub, where now races walk hand in hand. Chinatown can be declared as a symbol for the cultural perception and interpretation of “Asians” in Melbourne. The introduction of the Asian culture in Australia was not a peaceful or easy one. Upon their initial arrival in Melbourne and Australia Asians, in particular the Chinese,


have faced discrimination, from acts of individual violence to nation wide laws condemning their race, such as the “White Australia policy”(Lake. M, 2004), introduced in 1901 and later “abolished” in 1947. However despite this, the feelings of the Australian and Melbourne society did not undergo such a rapid change of opinion, with many continuing to see the Asian population as inferior. These events have since affected public opinion of the Asian race and this means of interpretation has been mirrored in the media of Melbourne. Even in today’s society and thus media, we can see this negative interpretation of the Asian race, though less so than generations before. The issue with the interpretation of “Asians” in the media in modern Melbourne and Australian society is that of the tendency to present the various “Asian” nationalities “lumped together as, for example having an “Asian” appearance” (Yai Lee. G, 1997), this term of “Asian” portrayed often in the media produces a rather inaccurate stereotype or “Orientalist” view on Asians, often due to bad media coverage (“bad news are good stories”(Yai Lee. G, 1997)) in relation to terrorism, particularly post September 11, or racial attacks on “Australians”. In combat to this media mirrored concept of “Asians” in Melbourne, the “Chinatown committee” of Melbourne have thought the use of online media, launched a website to educate and involve the “Asian” and non-“Asian” members of the community on the Chinese culture, inviting them to celebrate Chinese festivals and also assisting them at exploring the area of Chinatown, through maps and various images of past festivals. This is an example of the “Asian” populous of Melbourne attempting to cull this harsh feeling towards and perception of “Asians” in Australian and Melbournian society. Chinatown in Melbourne has a strong conceptual connection to Ethiad Stadium, in respects to both symbolising a cultural stereotype. Ethiad can been viewed as the Melbourne white man’s culture, where as Chinatown symbolises the Immigrates from Asia. In terms of the Melbourne Food and wine festival, Chinatown is responsible for the integration of western and eastern cusines together, with many influencial Asian styled chiefs appearing in its brochures. In respects to the big issue, China town and the Chinese culture often feature in this publication. Drawing a connection in terms of content.

References: _____________________________________________________________________

The Big Issue Rossiter, Mallett, Myers and Rosenthal, 2003, ‘Living well? Homeless young people in Melbourne’ La Trobe University, Melbourne Rota-Bartelink, A.M & Lipman, 2007, ‘Causes of Homelessness among Older people in Melbourne, Australia.’ Wintringham, Australian and New Zealand Journal of Public Health, Volume 31 Issue 3 Page 252-258, Melbourne Australia


Dewi Cooke, 2008, ‘City counts its homeless, and the numbers keep growing’, The Age June 2008

Etihad (Docklands) Stadium Light. R, 2000, ‘Continuity and Chane’ in Sporting Tradition: Journal of the Australian Society for Sports History, Ed. J.O’Hara, University of New South Wales, pp.87-105 Pascoe. R 2006, ‘Origins’ in The Winter Game, Ed, R. Pascoe, The Text Publishing Company, Melbourne, pp. 45-52 2010, Talking Footy, http://www.talkingfooty.com/tv_ratings_2010.php

Melbourne Food and Wine Festival Advert Croteau, D & Hoynes, W 2004, Media Society: Industries, Images, and Audiences (3rd Ed.), Pine Forge Press, New York Michael Hall and Liz Sharples (2008). Food and Wine Festivals and Events Around the World: Development, management and markets. USA, Burlington: Elsevier Ltd, (pp.89-99). Simone Egger & David Mc Clymont (2004). Victoria & Melbourne (City Guide). 5th ed. Victoria, Footscray: Lonely Planet Publications Pty Ltd, (pp.5-6, 38-40).

Melbourne’s Chinatown Yai Lee, G, 1997,Asian Settlement and the Media in Australia(An address written for the public conference on "The Influence of the mainstream media on the settlement of migrants and refugees", part of the Multicultural Celebration 1997, hosted by the Vietnamese Community in Australia/NSW Chapter, on Friday 28 November 1997), viewed 15th May, 2010, <http://members.ozemail.com.au/~yeulee/Other/asians%20n%20media.html> Lake, M 2004, ‘The White Man under Siege: New Histories of Race in the Nineteenth Century and the Advent of White Australia’ History Workshop Journal, Vol. 1, Issue 58, pp. 41-62. Chinatown Melbourne, viewed 16 April, <http://www.chinatownmelbourne.com.au/>


Media In Melbourne