Human Resource Management at China Telecom

Human Resource Management at China Telecom 1. Introduction 1.1 Introduction to High-Performance Work System High performance work system is to achieve organization’s goals by fully using organization’s resources. It supports the right combination of technology, people and organization structure (Noe, 2014). Reasonable arranging human resource management practices is one of the mainly elements of creating the high performance work system. Three major practices include recruiting, selection and training and development. 1.2 Introduction of China telecom China Telecom Corporation Limited was established in 2002. The main business is focus on the service areas. At the end of 2003, it owns six affiliated companies that ware acquired by about RMB 46 million. Then it acquired 10 and 3 telecom companies, respectively, in 2004 and 2007. During this period, it provides voice service, data service and mobile service. In 2009, the company obtains a license about 3G mobile and provides this service in April of the same year. In 2013, the company obtains licenses to operate the 4G digital cellular mobile service. 2. Recruiting Account Executive 2.1 Three Parts of Recruiting In the first pact is called personnel policy provides the standards of implementing human resource management. Government provides now labor laws in 1995 and it impacts personnel policy about recruitment (Dickie). The main personnel policy in China telecom Company is internal and external recruiting. It helps the company to decide vacancy characteristics about account executive. Internal recruiting focuses on employees who work in the company. It chooses the qualify employees by analyzing and assessing the performance of junior employees. When the company never chooses reasonable candidates inside the company, external recruiting is a right policy. Enough potential employees outside the company are chosen. Then the company determines right recruitment sources before analyzing the applicant characteristics. Two main sources are job posting and electronic recruiting. According to job posting, the company put recruitment information about account executive on corporate intranets, such as the time of recruiting. It only focuses on the internal staffs in the company. Furthermore, the company recruits new employment by electronic recruiting, such as online recruitment. The company put the network advertisement on the website commonly used, such as Sohu.com, Sina.com.cn and other website. It focuses on people in the global level. At last, the company chooses three or four recruiters with professional knowledge and skills. They have more than 5-year work experience in relevant areas. When they recruit the candidates, they pay attention to the candidate’s skills and knowledge. At the same time, they give some information about account executive. Then they provide some positive information about account executive to attract the candidate to apply for the job. For example, as an account executive, the salary is about RMB 2000 per month. The company helps employees to pay parts of insurance and the company records the significant information and feedback timely (Noe, 2014). 2.2 The Impact of Recruiting Using internal recruiting increases the employees’ satisfaction and reduces employee turnover (Croteau, 2014). It is cheaper than recruiting outside the company. According to external recruiting, the company solves the problems about staff shortage. The company recruits the professional with plentiful experience. It increase work efficiency. On the other hand, job posting give qualified employees who work in the company opportunities to apply to become account executives. It spends less time and costs than then other sources. Using electronic recruitment attracts many candidates from any regional or countries. It expends the scope of recruitment and offers more choice about account executive (Nell, 2010). Furthermore, the traits and behaviors of recruiter impact the result of recruiting employees. Some recruiters pay attention to the theoretical basis, but other may pay attention to the practical ability, such as enough work experience. Reasonable recruiting increases the quality of employees. It improves work performance indirectly. 3. Selection – Account Executive 3.1 The Five Stages of Selection There are five steps in the process of selecting account executive in the follow (Noe, 2014). The company follows this process to pick up their qualified candidates. At the beginning of selection, the company needs to analyze application forms of candidates. With job application form, the candidates provide their full name, address, telephone. If the candidates work before in other company, they need to provide company’s name, the year of work, name of employer, position held and reason for leaving. Then educational background is necessary for candidates to writes. They only write the information about high school, college and above. Also, they must provide graduation certificates. If they have some award-winning experience in the study period, they can copy the certificates and put them after the application forms, such as IELTS certificates in two years, Interpretation certificates and other certificates. At last, it provides three or four references’ name, such as th eir superiors’ name and their colleague’s name (Noe, 2014). After analyzing job resumes, the company provides written tests and answering phone call. The written tests provide 100 questions about related laws, management and the company. For example, how to respond the customer complaint? How account executives increase the employees’ satisfaction? How to deal with the conflict between employees? The other tests called answering phone call. The company gives a situation and candidates need to give the reasonable measures. For example, if a customer said the company spends a long time to deal with problem and the customer was anger, how the account executive answer the customer by phone call. After the candidates finish the text, they wait for the company’s notice. Then structured interview is used to examine the candidates’ organizing ability and communicative competence. At first, the company provides a total why do you agree team work or not. Then the candidates divide into two groups A and B. A group agrees and B apposed to this view. The company gives them one hour to debate each other. During this period, everyone in two groups must engage in the debate. They must give some reasonable evidences to support their view. After the debate, the company gives the final score by score of team and person. The score of team is focus on the task assignment and achievement. It reflects the organizing ability. Then the company gives the score of everyone based on the condition of debate. For example, the candidate provides enough reasonable evidences or not. The expression is clarity and smoothly or not. These two points are the mainly individual scoring criteria. After determining the qualified candidates, the company must to check background information about candidates. This process spends about two or four weeks to know information about candidates from person references provided. If the person points out the candidates has some negative behavior, such as using violence in the workplace (Noe, 2014). The candidate is never recruited. At the same time, the company makes sure the truth of the information on the applicant forms by checking. If the information on the applicant forms is truth and the candidates have never bad action like criminal behavior, the candidates are qualified. At last, the company determines the final qualified candidates who will work in the company. During the process of selection, it is based on multiple-hurdle model. The company deletes the unqualified candidates in each step. For example, the company chooses the candidates with high scores on the process of interview and test (Noe, 2014). 3.2 The Impact of Reasonable Selection In order to increase competitive advantage and work performance, the company must select the high quality employees. The process of reasonable selection helps the company to select the employees who are best for accounts executives. These employees the company selected have enough skills to complete tasks. It increases the efficiency and quality of completing tasks. It provides contribution to create the high-performance system indirectly. 4. Training and Development – Account Executive 4.1 The Process of Training Learning management system (LMS) helps the company to improve the efficiency of training process. The company use LMS to identify need, make plans and analyze the training outcomes (Noe, 2014). At first, the company needs to conduct needs assessment. The company belongs to the service industries. It wants to provides high quality service and expand its market. The company needs to know which employees with lack of knowledge and poor work experience. Then the company arranges training class for them. The tasks of training help employees to learn how to record the information through computer and know how to deal with the relationship between customers and the company. Before training, the company needs to do some preparation work. At first, the company makes sure employees have basic cognitive ability, such as reading and writing skills, speaking with English clearly, using basic computer technology and the ability to deal with problem in the job. Also, it is necessary for the company to provide a positive work environment. The company prepares enough training material and gives employees one or three months to practice and training. At the some time, the company gives employees praise and encourage in order to high efficiency and quality of training (Noe, 2014). Then the company needs to plan the reasonable program of training. The company arranges the training class from employees who want to training. It shows employees with high performance are chosen at first. Training is to increase employees’ work skills. Complete this objective, the company two training method, such as computer-based training and on-the-job training. During the computer-based training, the company gives trainees one month. It takes less time and money to learn online. It is convenience of trainees who lives far from the company. On-the-job training shows the company gives trainees one month to practice with a mentor. If trainees have some problems, they can ask the mentor for help. Training program implements based on the mainly five principles of learning. The first point is that skills employees learned in training are work-related. These skills can help them finish the work better. It helps trainees to know how to implement o their job and gather experience in the working. Then the company gives trainees some opportunities to understand what they learned clearly by the internship. Also, it is easy for trainees to remember and understand the content by implementing high quality training planning. At last, the materials the company provided must be clear and easy to reading The last step is to evaluate the result of training. The company provides the training relate to their current job, they need to analyze the skills that are used in job or not. If these skills trainees learned increase the quality and efficiency of completing their job, it shows the training has a great success. If not, company need to analyze the shortcoming of training and adjust. 4.2 The Process of Development The company usually uses career management system to plan the development programs for staff. According the analysis of the weaknesses and strengths, the company needs to evaluate whether the employee has an opportunity to become an account manager. Next, the company use performance appraisals to analyze the success factors of high performance. If the company provides the opportunities of promotion, the company plans a long-term program about employee development. Also, the company points out employees are becoming an account manager within the next four years. The employees need to use communicate competence to deal with the conflict between company and customers. They must maintain the company’s image. At last, the employees plan for an account manager. They increase the management capacity, organizational capabilities and the ability to deal with the problem. They determine to reach the goals in two or three years. 4.3 The Impact of Training and Development Training and Development encourage employees to complete the work better and faster by increasing job satisfaction (Dennis). The employee turnover reduces. The company helps employees to arrange and manage their time. Next, employees learn much knowledge and skills about the job clearly. Training and development help them to know detail information about the job. Furthermore it helps employees to add value in the company. 5. Conclusion Recruiting in the company attracts many patient talents. It expends the selection of talents who are suitable for account executive. According to selection, the company knows detail information about employees such as behavior, skills and ability. Then the company arranges the employees by training and development. These three practices maintain the normal operating of the company in the next five years.

The Son :: essays research papers

The Son Years ago, there was a very wealthy man who, with his devoted son, shared a passion for art collecting. Together they traveled around the world, adding only the finest art treasures to their collection. Priceless works by Picasso, Van Gogh, Monet and many others adorned the walls of the family estate. The widowed elder man looked on with satisfaction, as his only child became an expienced art collector. The son's trained eye and sharp business mind caused his father to beam with pride as the dealt with art collectors around the world. As winter approached, war engulfed the nation, and the young man left to serve his country. After only a few short weeks, his father received a telegram. His beloved son was missing in action. The art collector anxiously awaited more news, fearing he would neer see his beloved son again. Within days, his fears were confirmed. The young man had died while rushing a fellow soldier to a medic. Distraught and lonely, the old man faced the upcoming Easter holidays with anguish and sadness. The joy of the season, a season that he and his son had so looked forward to, would visit his house no longer. On Easter morning, a knock on the door awakened the depressed old man. As he walked to the door, the masterpieces of art on the walls only reminded him that his son was not coming home. As he opened the door, he was greeted by a soldier with a large package in his hand. He introduced himself to the man by saying, "I was a friend of your son. I was the one he was rescuing when he died. May I come in for a few moments? I have something to show you." As the two began to talk, the soldier told of how the man's son had told everyone of his father's love of fine art. "I'm an artist," said the soldier, "and I want to give you this." As the old man unwrapped the package, the paper gave way to reveal a portrait of the man's son. Though the world would never consider it the work of a genius, the painting featured the young man's face in striking detail. Overcome with emothion, the man thanked the soldier, promising to hang the picture above the fireplace. A few hours later, after the soldier had departed, the old man set about his task. True to his word, the painting went above the fireplace, pushing aside thousands of dollars of paintings.

Aunt Jennifers Tigers by Adrienne Rich Essay -- Aunt Jennifers Tiger

Aunt Jennifer's Tigers by Adrienne Rich Who is Aunt Jennifer? Does she even exist? I had to ask myself these questions before even going further into the poem. The answers opened the door to a deeper meaning behind Aunt Jennifer's Tigers. Based on Adrienne Rich's background I believe Aunt Jennifer did exist. However, Aunt Jennifer was not Rich's aunt. Aunt Jennifer represented women all over the world, particularly women in American, who were caught under the oppressive hand of a patriarchal society. Adrienne Rich was perhaps one of those women. Rich, one of the most influential poets of her time, dealt with controversial issues such as sexuality, race, language, power, and women's culture. Her passion in this area forced her to look and challenge the standard and the norm. The popular clichà © that refers to marriage as that old "ball and chain" takes on a more serious meaning with Rich as she reveals, through the simple lines of Aunt Jennifer's Tigers, a woman's struggles with expression, rebellion, and a society where power is defined as masculine. Aunt Jennifer's Tigers by Adrienne Rich Aunt Jennifer's Tigers prance across a screen, Bright topaz denizens of a world of green. They do not fear the men beneath the tree; They pace in sleek chivalric certainty. Aunt Jennifer's fingers fluttering through her wool Find even the ivory needle hard to pull. The massive weight of Uncle's wedding band Sit's heavily upon Aunt Jennifer's hand. When Aunt Jennifer is dead, her terrified hands will lie Still ringed with ordeals she was mastered by. The tigers in the panel that she made Will go on prancing, proud and unafraid. Rich begins her poem with a beautiful picture, setting the scene for the dream wo... ...it through masculine images. Those images were all she had ever known. Aunt Jennifer never got to see women standing strong and proud because they were simply women. She missed out on watching women become astronauts, businesswomen, artists, and policemen. The reason her needlepoint went "on prancing and proud and unafraid" was because the needlepoint represented all things masculine and therefore, had nothing to fear. In the end, Adrienne Rich showed that Aunt Jennifer represented every woman of her time. Ironically enough, she rebels using the oppressor's own language to feel a sense of triumph. Overwhelmed by gender roles, unable to communicate firsthand how they really felt, and torn between rebellion, expression, and society, Aunt Jennifer represses her fears and desires into the exotic tigers which go on living even after the weight of her world buries her.

Understanding Native Americans in the Film, Dances with Wolves Essays

Understanding Native Americans in the Film, Dances with Wolves To dance with someone is to become one with him. When you dance, you lay selves aside and you try to move as one person. Every step flows cautiously into the next. You never want to step on the toes of the other person and with your hands you guide each other in various directions, but always together. The dance is a journey; one that brings two often very different people together. For that brief time that the two are dancing they act as one person, laying all differences aside. The film, Dances with wolves, accomplishes this feat. For one hundred and eighty-one minutes it allows us to get caught up in the dance of the white man and the Indians. Dances with wolves, disregards cultural barriers and only focuses on people for who they are as individuals. At the beginning of any dance, people are cautious. They must first "feel-out" the other person. They must get a sense of who the other person is, and what is meaningful to them. In the film, Dances with Wolves," John Dunbar approaches the Indians with this same apprehension. He is a white America who is alone on the frontier. He may be scared of the supposed "savages," but he never lets on. The stereotypical Indian is a brutal savage-like beast who kills for the sake of killing and ravages the countryside. In the first scene of the movie, this is the image that I received. It seemed hard to imagine any sense of brotherhood that could be found in the hearts of the Indians as we watched them scalp an innocent American named Timmons. My initial reactions, however, were disregarded as I continued to watch. I observed the first confrontation between Dunbar and the Indians. It was an encounter much like th... ...ried to a terrorist with a scientifically gifted sneaky child. What I want to say, and I ask you to take this back: We must look at racism as a disease. It is a cancer. It is very good and noble that the President has started this initiative. But you cannot put a band-aid on to treat cancer." Throughout the film and through the powerful testimonies mentioned above we realize the need for us to put stereotypes aside and truly desire to understand the Native American culture. It is only after we have "danced with them" that we can truly know them. Works Cited Dances with Wolves. Dir.Kevin Costner. Perf. Kevin Costner, Mary McDonnell, Graham Greene, and Rodney A. Grant. 1990. videocassette. American Indian Studies. www.jupiter.lang.osaka~v.ac.jp/~krkvls/FinalMovie PBS News Forum. March 1998. www.pbs.org/newshour/bb/race_relations/jan- june98/denver   

The impingement of circumstances and how man has failed in their presence: a comparison of A&P and Araby

John Updike’s A&P and James Joyce’s Araby were born out of close contexts. In fact, both writers are being tagged with a similar designation. Both are believed to be modernist writers.They are read side by side the modern temper – the rise of industrialization, the attenuation of man’s substance and the meaning of his world and the dominance of several routines which stapled itself on man’s life and reduce his essence.As we look at A&P and Araby, we can confirm that they both uphold the modern temper, as they both mark pointed facets of this period – the apparent inability to rise from one’s circumstances and the extent by which these circumstances govern us.In A&P, Sammy resigned on his job after he felt like his boss in the shopping store humiliated the girls who wore bathing suits in the store. Ultimately, he felt obliged to stand up for his gesture of quitting and not turn away from it. He stood up for his decision and even though the future has suddenly looked uncertain for him, he kept on going, knowing that he can no longer revert from his action.Meanwhile, in Araby, a young boy was eaten up by his frustration after he failed to purchase something for the girl he felt infatuated for. He was late in going to the bazaar – or the araby – as he had to wait for his uncle from whom the money he needs will come from.Upon reaching the bazaar, he saw that most of the stalls were already closed and he can no longer fulfill his promise of buying something for the apple of his eye. In the end, he was utterly frustrated and he seemed inert as that feeling gobbled his whole self.Having these two texts at hand, we can find a common theme that is both incorporated in both of them. We can see in these stories how the characters were carried away and frustrated by their circumstances. The concept of the circumstantial forces impinging themselves on human beings and molding the form of their lives is visible in both Updike’s A&P and Joyce’s Araby.The only difference between the two stories in terms of that theme is the way the characters have responded to that force of circumstances.In A&P the entrance of the â€Å"scandalously dressed† ladies created a commotion inside the A&P – a convenience store that is open to the public. The commotion was caused by the fact that the ladies were inappropriately dressed. The store was located on the town – right at the very heart of the city. Evidently, the store was located in a public place.The ladies were wearing clothes as if they are by themselves only and not exposed to many people. One wears a plaid two-piece in green while another wears an off-shoulder bathing suit. The incompatibility of these two elements signals the emergence of the idea that the ladies were swerving from the norm and a necessary action must be done to check what they were doing.This action was made by the manager of the store, Lengel. Wit h all grit and strictness, he accosted the ladies and gave them some serious verbal beating. He established his authority to scold the girls and show to them his disapproval of their deportment and his implication that they leave the store: â€Å"Girls, this isn’t the beach.† (Hart 134).Queenie, the head of the ladies tried to argue for their case against the overture made by the manager but she failed. Lengel did not turned out to be gentle and a pushover. He really intended to assert his position and drive the ladies away –which he actually did.

CompStat Management in the NYPD

No, it surely does not. Compstat s a system obsessed with numbers, and while in some areas it is a great tactic for kicking the workforce into shape, it can become tyrannical in the pursuit of those numerically motivated results. Was â€Å"Stop and Frisk† the major contributor to crime drop from 1993 to 2003? In Henrys The COMPSTAT Paradigm there is not one instance of â€Å"Stop and Frisk† throughout the entire book.It seems today that a majority of the controversy in the NYPD is revolving around a practice that isn't necessarily engrained in the very structure that defines the crime stopping law enforcement gency, it is simply one of the tactics that has taken a step too far in the public's eye. As someone who studies criminal Justice and believes in the system I do see the importance of procedures like stop and frisk but, it is easy to see in a city that is so liberal in almost every respect that this type of conduct can be controversial.In studying Compstat I have l earned that the entire purpose of it is to be flexible to the system's needs and that if a certain strategy does not have the desired effect it should be revised or removed if need be. The attitude that has been given off by the NYPD and Commissioner Kelly is not the one that supports that type of ethic; it has been one of impedance where those who speak out against it are discredited by whatever means necessary.Commissioner Kelly, through his thick headedness on this issue has alienated a large portion of NY's inhabitants because they believe they are always under persecution because of the unjust ways that stop, question, and frisk violates their personal privacy and pride. To say that stop, question, and frisk is n impartial tactic is a farce, 85% of all people stopped were of black or Hispanic ethnicities but only make up around nalt tn population. â€Å"Last year, the N made more stops of young black men than there are young black men in the citys population. 58,406 young blac k men live in New York City and the NYPD made 168,126 stops. † (Stop and Frisk By the Numbers, Forbes) For a system so caught up in the numbers I don't see why it is so difficult for them to interpret these numbers and do something constructive about it instead of stone walling any attempt at criticism. Compstat over the past couple decades has been an incredibly positive practice for the NYPD and other law enforcement agencies alike but over the past couple years we have seen more and more opposition to it.It is time that they revisit the drawing board and get back to the roots of what was the most flexible and responsive law enforcement management policy the world has ever seen. On a more personal note, as someone who does believe in the system I do say with great confidence that stop, question, and frisk is something that needs work before I can accept it as an ethical ractice. Works Cited â€Å"Capital New York. † Ray Kelly and the momentum of current stop-and-frisk policy.

Media Impacts on Children’s Rights Essay

Child abuse gives most people a vision of the faults and blunders of the society. Child mistreatment is one of the most common crimes committed in the present. As for the Philippines, one can find vital statistics to certain crimes at the Bantay Bata 163 website (http://www.abs-cbn.com/bantaybata163). According to the Department of Social Welfare and Development (DSWD), 6,494 cases of child abuse were reported for the year of 2006 alone. Indeed, the government and certain non-government organizations must deal with these incidents of child abuse particularly the mass media. This paper examines the role of the media in relation to child abuse and child protection and argues that the media have been essential to the task of placing the problem of child abuse in the minds of the public and on the political agenda. THE MASS MEDIA According to YourDictionary.com, Mass Media is those means of communication that reach and influence large numbers of people, especially newspapers, popular magazines, radio, and television. Mass Media are those media that are created to be consumed by immense number of population worldwide and also a direct contemporary instrument of mass communication. Nonetheless, Mass Media is considered as the fourth estate of the society as well. It is the fourth branch of the government. It is the voice and weapon of the people and the society as whole. Mass media has various purposes, first is for entertainment, traditionally through performances of acting, music, and sports, along with light reading but since the late 20th century it can also be through video and computer games. Next is for public service announcement which is intended to modify public attitudes by raising awareness about specific issues like health and safety. And lastly is for advocacy. This can be for  both business and social concerns. This can include advertising, marketing, propaganda, public relations and political communication. MEDIA AND HUMAN RIGHTS As stated by the Secretary- General of the United Nations in 1998, Human Rights are ‘what reason requires and what conscience commands’ (Mizuta, 2000). It is commonly recognized that human rights are firm foundations of human existence and co-existence. It is for these human rights that the United Nations is engaged in securing the basic conditions of life, in ensuring peace, development, a safe environment, food, shelter, education, participation, equal opportunities and protection against intolerance in any form. The Preamble of the Universal Declaration of Human Rights expicitly states that: ‘every individual and every organ of the society, keeping this Declaration constatly inmind, shall strive by teaching education to promote respect for these rights and freedom’ (Hamelink, 2000). With this, we can say that all (including different institutions) are responsible in promoting human rights. Mass media present the opportunity to communicate to large numbers of people and to target particular groups of people. As observed by Gamble and Gamble (1999), mass communication is significantly different from other forms of communication. They note that mass communication has the capacity to reach ‘simultaneously’ many thousands of people who are not related to the sender. It depends on ‘technical devices’ or ‘machines’ to quickly distribute messages to diverse audiences often unknown to each other. Thus, media in relation to human rights shows a exceptional characteristic in promoting it. CHILD ABUSE In the United States, the Centers for Disease Control and Prevention (CDC) define child maltreatment as any act or series of acts of commission or omission by a parent or other caregiver that results in harm, potential for harm, or threat of harm to a child. The physical abuse, sexual abuse, emotional abuse, and neglect of children have a long recorded history. In the mid to late 1800s, it was reported that children were often sexually assaulted, that children reported honestly about their abuse, and that the perpetrators of abuse were often the children’s fathers and brothers (Olafsen, Corwin and Summit 1993). Every year, millions of children across the world are becoming innocent helpless targets of atrocities. They are the sufferers of ill-treatment, exploitation, and brutality. They are part of human trafficking to induce into prostitution rackets. In terror prone regions, they are kidnapped from their homes and schools and their innocent childhood is forced into the army to witness the brunt of cruelty. They are enforced into debt repression or other kinds of slavery. In Metro Manila, according to Australian study, urbanization and migration continuously increase, children are often forced by circumstances to help their families earn a living. Most street children are of poor parents who have migrated from rural areas to find better job opportunities in the city, but lack of education renders them ill-equipped to earn or survive in the city. Street children have a bleak present and an uncertain future. Life in the street is a constant struggle to overcome the various negative elements that threaten to overtake and destroy the hope for survival. The street child works under the heat of the sun or in the dark of the night from 6 to 16 hours, seven days a week, often in a combination of â€Å"occupations† each considered their only means to survive. In the cities, neglected and abandoned children find themselves in the streets fending for themselves and vulnerable to the various evils of the urban jungle such as drug addiction, crimes and commercial sexual exploitation. Children who are neglected or abandoned are easy prey not only to accidents but to commercial sexual exploitation, drugs, crime and unwanted pregnancies. Incidents of child abuse is still on the rise especially  child sexual abuse. Also on the rise are reports of physical abuse and maltreatment of children. According to the statistics, there are approximately 40,000 to 50,000 street children of all categories in Metro Manila. Studies conducted reveal that the number of street children range from 2 to 3% of the child and adult population. The national project on street children estimated the number of street children at over 220,000 in 65 major cities as of 1993. There are now about 350 government and non government agencies that are responding to street childre n and their families. The government has given special focus on helping street children with programs focused on health and nutrition, educational assistance, parenting sessions, livelihood and skills training, residential care, foster care and adoption. However for as long as there would be squatter colonies sprouting in urban areas and for as long as there are not enough jobs, street children will continue to dominate in the streets. In a 1993 survey of households, some 16% of households surveyed have children below 12 years old who are left unattended with no supervising adult in the house. This translates to one in six households where children are without adult supervision. The consequences of child abuse are overwhelmingly disturbing. It denies a child its basic right-education. While violence and abuse pose a threat to their life, it also offers more devastating adverse effects on their mental and physical health. Often it leads to homelessness, resulting in increased number of cases of vagrancy giving birth to a feeling of depression. To worsen the scenario, these victims are more likely to abuse their own children in future, thanks to the deep impact on their mind and the cycle will continue forever. Though the agony and the plight of these children remain suppressed in silence, the brunt of their exploitation is very real. Although, the whole world is morally fuming at the abuse children endure. Yet, protection laws against child abuse commonly meet with confrontation at all strata of society. Like the protection of human rights, child protection can also be effectively promoted through media. MEDIA ON CHILD PROTECTION The media have been essential to the growth of society’s awareness of child abuse and neglect, not so much from specific community education campaigns as through ongoing news and features reporting on specific cases, research and intervention initiatives (Gough 1996). Media representations are the primary source of information on social problems for many people (Hutson and Liddiard 1994). Specifically, it is apparent that the media’s conceptualization of children and young people, and media reporting on both physical discipline of children and child abuse, is significant in reflecting and defining society’s perceptions of children and young people (Franklin and Horwath 1996), and what is and what is not acceptable behavior towards children. In addition to news stories, feature articles, and investigative journalism, sporadic mass media education and prevention campaigns are launched. These campaigns usually endeavor to broaden community knowledge of child abuse and neglect, to influence people’s attitudes towards children and young people, and to change behaviors that contribute to, or precipitate, the problem of child abuse and neglect in our communities (Goddard and Saunders, 2002). The constructive use of mass media can assist in teaching children and young people socially desirable ways of dealing with conflict, knowledge of their rights to integrity and protection from harm, healthy eating habits and lifestyles, and ways to assert themselves and their rights in a positive, acceptable manner. In an Inquiry into the Effects of Television and Multimedia on Children and Families in Victoria, Australia, evaluations of educational television programs, designed either for pre-schoolers or for older children, have suggested their effectiveness in ‘heightening a range of social behaviors’ (Friedrich and Stein 1973), diminishing ‘the effects of stereotyping’ (Johnston and Ettema 1982), increasing ‘preparedness for adolescence’ (Singer and Singer 1994), and stimulating the discussion of ‘solutions to general social issues’ (Johnston et. al 1993). The Convention of the rights of the child provides for the right of children to access information and material to those that aimed the promotion of his or her rights. (Hamelink, 1999).Therefore, mass media as a  primary source of these information should provide the children proper knowledge of his or her rights. Also, mass media education and prevention campaigns may be designed to target children and young people, providing them with useful information and alerting them to avenues for further information, help and support. Campaigns can also use regular television programs for children. Research suggests that, at least in the short term, television viewing of such programs may increase children’s and young people’s knowledge and positively change attitudes and behaviors. Unfortunately, longitudinal studies exploring sustained effects are rare and thus inconclusive. It further notes that television ‘is one of the most popular forms of mass communication and entertainment in has been under-utilized as an educative tool’, and suggests that perhaps narrow vision has meant that the deliberate use of television simultaneously to entertain and educate has not been fully recognized. Despite this, Postman (1994) has argued that television is rapidly becoming ‘the first curriculum’, with educational institutions such as schools following behind. Further, campaigns may be designed to give children and young people an opportunity to express their views on issues that affect them, specifically targeting adult audiences that habitually ignore the views and experiences of children and young people. The UK Children’s Express is one example, as is Youth Forum in Melbourne’s Herald Sun newspaper. .Research on the physical punishment of children suggests, for example, that adults may be interested to hear children’s views on the issue of physical discipline, and children interviewed in the research were keen for adults to hear their views. To date, however, the media rarely, if ever, consults children and takes their views into account before reporting on the physical punishment for children (Goddard and Saunders, 2000) MASS MEDIA CAMPAIGNS †¢ EVERY CHILD IS IMPORTANT (Australia, May 2000) This primary prevention campaign used a ‘comforting’ approach and incorporated a significant mass media component (Tucci et. al2001). As outlined in ‘More action – less talk! Community responses to child abuse prevention’ (Tucci, et. al 2001), the campaign sought to: elicit a commitment from adults to adults to develop safe and non-abusive relationships with children; persuade adults to stop behaving in ways which are harmful to children; educate adults about the important needs of children; and better inform adults about the causes and consequences of child abuse. The campaign encouraged all adults to: think and view children as a source of hope; understand the developmental variables of children; respect the meaning children give to their experiences; engage positively with the principles of children’s rights; and appreciate more fully the capacities and contribution of children to the cultural and emotional life of families and communities. The campaign also addressed: the commonly held belief that children are a cost to society; the perceived suspicion that any application of the notion of children’s rights will mean an erosion of parent’s rights; and the public’s lack of understanding about the extent and nature of child abuse in Australia. The campaign continued until the end of 2001. A song, written by Van Morrison and performed by Rod Stewart, ‘Have I Told You Lately That I Love You’, was the focus of a television advertising campaign that aimed to stimulate people’s thoughts about the importance and value of children and how this is communicated to them. Television commercials were backed up by press and radio advertisements. In addition to advertising, the campaign sought media attention by involving Tracy Bartram, FOX FM radio personality, as an ambassador for the campaign. Media attention was drawn to the campaign’s launch. A free information kit for parents was made available, parent’s seminar sessions, featuring Michael Grose, were conducted, and a website made readily available to the public. The campaign did not receive state or federal funding but relied heavily on in-kind support from individuals and Victorian businesses. Quantum Market Research monitored the effectiveness of the campaign. In  May 2000 and October 2000 telephone interviews were conducted with a representative sample of 301 adults. Public dissemination of research outcomes formed part of the campaign strategy. Tucci et al. (2001) report that the initial research findings, five months into the campaign, revealed that: ‘Child abuse is as serious social problem that is poorly understood by the Victorian public while fifty one per cent of respondents believed the community recognized child abuse as a serious social problem and another twenty one per cent believed they accurately understood the extent and nature of child abuse in Australia, this is clearly not the case. Fifty nine per cent were unable even to guess the number of reports of child abuse received annually. Only four per cent of respondents accurately estimated the size of the problem. Twenty-nine per cent of respondents underestimated the problem by at least 90,000 reports. The idea that adults can hurt children is disturbing and likely underpins the belief by fifty one per cent of respondents that the community treats this issue seriously, but when asked to account for the extent to which children are being abused by adults, community awareness is sadly lacking.’ Eighty per cent of respondents strongly supported the need for a campaign against child abuse. Australians Against Child Abuse thus feels confident that the ‘Every Child is Important’ campaign will significantly influence public attitudes and responses to children and to child abuse. Ongoing research into the impact of the campaign will in itself be valuable in contributing to the debate about the educative and cost effectiveness of mass media campaigns aimed at preventing child abuse and neglect. †¢ NSPCC Full Stop Campaign – Primary Prevention (United Kingdom, May 1999) It has the ambitious aim of ending cruelty to children within 20 years. Costing three million pounds, it proposes to change attitudes and behaviour towards children, to make it everybody’s business to protect children, and to launch new services and approaches (Boztas, 1999). The campaign is supported by Prince Andrew, popular personalities such as the Spice Girls, the English football star Alan Shearer, and companies such as British Telecom and Microsoft. As Rudaizky (quoted in Hall 1999) explains, a pictorial theme of the campaign is people covering their eyes: ‘The theme of the eyes being covered is about people not facing up to the reality of what is happening. Our intention was not to shock but to move people into doing something about it. Child abuse is not nice to talk about. It is an upsetting subject but unless we talk about it, we will not end it.’ This objective highlights the suppression/awareness phenomenon mentioned above, and draws attention again to the need for ongoing rather than intermittent prevention campaigns. FAMILIES’ – University of Queensland Sanders et al. (2000) evaluated Families – a 12-part prevention-focused television series ‘designed to provide empirically validated parenting information in an interesting and entertaining format. The series presented a parenting model, suggesting strategies parents could use with their children. It aimed to reassure parents that it is normal for parenting to be challenging, and it hoped to increase parents’ confidence that positive changes in children’s behavior were achievable. The series also aimed to increase awareness in the community of the importance of ‘positive family relationships’ to the positive development of young people (Sanders et al. 2000). This ‘media-based television series’ was considered to be successful, specifically in relation to its impact on increasing the parenting confidence of mothers. However, Sanders et al. (2000) concluded that the impact of the series could have been increased: ‘by the strategic provision of service support systems, such as telephone information contact lines or parenting resource centers, which could be advertised as part of a coordinated media strategy planned to coincide with the airing of the television program. These services could provide information and back-up resources, such as parenting tip sheets, to parents seeking further advice after viewing the program. Staff at these centers could also identify and  refer families who may need more intensive help. †¢ BEYOND BELIEF (United Kingdom, 1992) A documentary claimed to show new evidence of satanic/ritual abuse in Britain. Following the program, helplines were overloaded with calls from people who had experienced sexual or ritual abuse. Counsellors noted that: ‘The program appeared to have given callers permission to speak of their experiences and their gratitude that someone, somewhere took what they said seriously.’ (Scott 1993) Henderson, a fellow at Glasgow University’s mass media unit, as quoted by Hellen (1998) commented that: ‘A lot of people who have suffered child abuse quite simply lack the vocabulary, because of shame or fear, to come to terms with what has happened. Provided a drama does not place blame on the child, it can be very helpful.’ †¢ BBC Screenplay It has been suggested that sometimes ‘drama reaches the parts the documentary cannot’ (Campbell 1989). Writing about Testimony of a Child, a BBC screenplay that presents ‘the other side of the Cleveland child sexual abuse saga – the story of an abused child going home to [the] abuser’, Campbell argues that sexual assault ‘presents television with terrible problems. Television is about seeing. But it censors what we need to see if we are to understand because it bows to propriety and thus contains what is knowable’ (Campbell 1989).Despite this, Campbell (1989) notes the power of fictitious drama based on fact to: ‘ invite you to think: what would you do if faced with that child’s face, his fantasies full of terror and death, his starvation, his stubborn silences, his sore bum. †¢ COLD HANDS- (New South Wales, 1993) Armstrong (1993) argued that the play portrays a week in the life of a 12 year-old girl sexually assaulted by her father and got pregnant. The  play’s focus allows the audience to gain an insight into the child’s fear and trauma, the father’s feeble rationalization and defense, and the mother’s fear of confronting the truth. Armstrong noted that the New South Wales Child Protection Council showed professional interest in the play and that plays have been used as part of child abuse awareness campaigns. The play’s director, Ritchie (as quoted by Armstrong 1993) remarked that: ‘The play is powerful, dramatic, presenting practical and emotional reality. It is confronting, but it emphasizes the fact that there is no excuse. †¢ QUESTIONS 2: Killing Tomorrow – New Zealand A documentary, screened in New Zealand in 2001, graphically depicts the lives and abuse of three children. During the documentary, a Detective Inspector informs the audience that the drama is based on the lives of real people, and the audience is told how life turned out for the children and their abusers. ‘Only those with ice in their veins could fail to be moved – and there lies the problem. In each case, one adult or more had failed to take responsibility for the safety of a defenseless child’ (Herrick 2001). Reporting in The New Zealand Herald, Herrick asks what can programs like this possibly expect to achieve. Twenty years ago, polite society didn’t even acknowledge abuse existed, let alone talk about it. So shows like this, which provoke thought and discussion, must be a sign of progress, even if the statistics say otherwise. Killing tomorrow was punishing if compelling viewing. Supported by New Zealand’s child protection authority, Child Youth and Family Services (CYFS), consider documentaries like ‘Killing Tomorrow’ to be a powerful way of educating people about the issues and what can be done to protect children. ‘We want to create an environment where child abuse is less able to exist and we’re pleased Screentime-Communicado has decided to help raise these serious issues’ (Brown, CYFS chief executive quoted in The  New Zealand Herald 28/11/01). After the program was screened there was a panel discussion of the issues presented in the documentary and CYFS booklets that provide tips on parenting were made available to the public. Child protection received 211 phone calls during the documentary and on the night it was screened. Fifty-three child abuse investigations resulted, five of which cases were considered ‘very urgent [and were] assigned immediately to social workers for investigation’ (Ward, CYFS spokesperson, quoted in The New Zealand Herald 30/11/01). Also quoted in the New Zealand Herald 30/11/01 was Simcock, the National Social Services spokesperson: ‘The documentary showed community groups were doing their best on the issue but government measures were sadly lacking the most helpful thing the government could do was to change the law that allowed parents to hit children. While the documentary appears to have raised awareness of child abuse and prompted some people to act on their suspicions of abuse and neglect, Henare, a Child Abuse Prevention Services spokesperson, noted that ‘the objective of the documentary would not be reached without enough money for community providers’ (quoted in The New Zealand Herald 30/11/01). These are only some examples of media campaigns. There were still lots more evidences the media protecting children around the globe from abuse. Though media shows a remarkable effort in the child protection system, people can not stay away from the fact that there are still several problems these media campaigns face. MEDIA PROBLEMS IN CHILD PROTECTION CAMPAIGN Journalists willing to advocate for children and young people face the challenge of counterbalancing negative images or ‘demonisation‘(Franklin and Horwath 1996) of children and, particularly, of adolescents, in print, television and film. Starkly contrasting with once popular views of  childhood as a time of innocence, less than positive images of children and young people in the media may place obstacles in the path of attempts to prevent their abuse and neglect. In 1968, 11-yearold Mary Bell murdered two boys, aged three and four in the UK. Twenty-five years later, in 1993, two ten-year-old boys murdered two-year-old Jamie Bulger in the UK, and in Australia in 1998, a ten-year-old boy was charged with drowning a six-year-old playmate. In such cases, a child being able to open his or her mind in abusive acts might be the perpetrator of maltreatment to his or her fellow. Psychologically, the Social Information Processing Theory of Aggression, comes here. According to Strasburger (1995), the central tenet of social information processing theory is that children create their own rationales to explain the behavior of others during social during social encounters. In turn, these self- generated interpretation influence children’s responses in their ongoing social interaction. Given that mental state operate in a feedback loop, it is possible that all social experiences, including those involving violent media, could influence social information processing. CONCLUSION Society sometimes fails to recognize that children are the most vulnerable group in our community, and are thus in need of the greatest protection. The social and economic costs to societies that have not prioritized children’s needs, especially the prevention of child abuse and neglect, are well documented. This paper focused on news stories, feature articles and investigative journalism. In this, we have concentrated on mass media education and prevention campaigns, television series, documentaries, and live theatre productions. It demonstrate the media’s potential power to positively influence child welfare policies, community responses to children and young people, and societal acknowledgement of, and reaction to, child abuse and neglect. It challenges those who are involved in child welfare and child protection to make greater efforts to understand media influences and to use  the media constructively. Sustained community education and prevention campaigns, using mass media communication, are integral to the prevention of child abuse and neglect. These campaigns continually confront communities with the reality of child abuse. They challenge people, institutions, and governments to listen to children and to respond to the needs of all children and families, and particularly the special needs of children who have been abused or neglected. Further, sustained mass media exposure of child abuse and neglect may publicly censure and shame perpetrators, many of whom are relatives and adults well known to the victimized child. According to Tucci (2002), the agenda for our community – and the government which represents us – should be clear. The prevention of child abuse should be a priority. However, to be effective, mass media campaigns will need to be part of a broader prevention program that includes the provision of supports and services for all children and families. 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