1.5+Entertainment

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 * __ Mills & Boon Publishers- Expanding their market into India by promoting a writing contest for women (Romance novels) __**


 * __ Describe the changes taking place __**

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The women of India are being wooed to write for Mills & Boon. To unearth more suitable fare, Mills & Boon has established the Passions Writing Contest. ======

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 Entrants must write a 2,000-word short story. The winning tale will be published and its author coached for a year to produce a novel. She – Mills & Boon assumes that the victor will be a woman – will also receive a laptop computer and diamond jewelry. ß Incentive to write  ======

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Mills and Boon would like to expand into the Indian market but it needs to ensure that its books will be accepted in a culture that has more traditional ideas about sex and marriage. Mills & Boon is trying to promote openness about sexuality and trying to break down a taboo so that more Indians will buy more books like //Just a Little Sex// and //The Last Virgin// which have been held back from Indian audiences. ======

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Trying to integrate and change their product so accommodate to the Indian culture that is generally more conservative. In doing so, slowly the public view on sex will alter. ======


Side Note: The short stories may be set anywhere – “Rome, Paris, Mumbai, London or any other romantic location” – the rubric states, “but should have the capacity to capture the hearts and minds of readers across the world”. The fact that all entries must include an Indian element provides the ability to integrate, through fiction, Indian people and the “romantic” locations in a fairy tale story. “Capture the hearts and minds of readers across the world”- trying to break down cultural barriers by writing about universal themes like love. People are connected by books and entertainment when they have a common love.

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This increases cultural diversity to a certain extent. As books are written from a different point of view, from an Indian woman as opposed to a Western woman, women around the world are just slightly more exposed to worldly culture, even in the form of a fiction romance novel. Also, for Indian woman, if a change were to occur so as to make sex less taboo and more racy books could be sold, this might increase women’s awareness of sex, women’s rights etc. Naturally, this is all hypothetical. On the most basic level, this competition has little effect on cultural diversity as it is only a small scale project. ======

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An increase in the distribution of these novels as the market increases into India could potentially begin to adjust behavior. Women might aspire to have a romantic wedding as opposed to an arranged marriage. On the other hand, the novels are fiction and often have no affect on the reader particularly in such a tradition based, culturally rich country. ======

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 - From the instructions, seems as though they are making it seem like the Western cities are romantic- are putting the Indians in the west (in the story) and putting the west in India (in reality). Does this create ideas that the 'West' is better? Does it create discontent? ======


=__Tevevision and Technology in Australian History__=

Describe the changes taking place
Television was introduced to Australians in 1956, after the second world war. Within less than a decade, it had become the nation's primary source of entertainemnt. With this new introduction, the lifestyle of many Australians was changed because they began to stay home to watch tv instead of going out to the cinema or exploiting other sources of entertainment.

Australians soon began being influenced by American culture (ideas, humour, values and trends) because the most popular TV shows being watched at the time were popular American television programmes like //Perry Mason// and //I Love Lucy//. Thus not only a social change was promoted but also an economical movement, since a new American industry was created in the Australian market.

The social/ cultural changes promoted by the television helped the Australians overcome their geographical isolation from the world. After the implementation of this source of entertainment, the country developed like never before and addoped international movements like the women's liberation movement.

Explain the main forces generating this change
Technological advancements followed the television and helped to further support the consequent cultural changes. The implementation of the color televisionThe main forces generating this change were the British and American values that were passed onto the Australian community., in 1975, had a great impact on the diversity of television channels. Music and Australian cultural shows were now more effectively screened accross the entire country.

To what extent does this change cultural diversity?
On the surface it seems that cultural diversity has increased with the implementation of the television and other sources of entertainement. However this is entirely the case. Many Australians complain that their culture has been replaced by many of the American and British values/ ideas. This is true for a certain extent because many of the traditional culture and folklore was replaced by the previously mentioned tv shows, movies and Japanese/ American kid shows. On the other hand, the television has helped the