Using Others' Ideas and Information Correctly

For GNED 008March 25th, 2009

Presented byVictoria F. Caplan

Scenario 1: You are assigned to write about Disney’s Marketing Synergy Strategy

• You go to • You type: disney, market, strategy, synergy• You find this article• A little copy, paste & click & you’re done!• EASY!• Or is it?

Here is the text – in another format

From its inception, Disney created strong brands or characters that were marketed in various forms (mostly through films and merchandise) throughout the world. The company's cross-promotional strategies accelerated dramatically in the 1950s when the company opened Disneyland, the theme park that used previously created stories, characters, and images as the basis for its attractions. In addition, the television program Disneyland was introduced on ABC, providing further opportunities to promote the theme park as well as Disney's other products. Over the past few decades, the possibilities for synergy have expanded even further with the addition of cable, home video and other new media outlets. Indeed, the Disney company has developed the strategy so well that "Disney synergy" has become the phrase typically used to describe the ultimate in cross-promotional activities.

This example was inspired by Examples of Plagiarism from the Academic Integrity webpage at Princeton College <http://www.princeton.edu/pr/pub/integrity/pages/plagiarism.html>

You Write:

Is this OK ? 1. Yes 2. No

From the beginningFrom the beginning Disney created strong Disney created strong brands and characters thatbrands and characters that it it marketed in marketed in various forms (mostly through films and various forms (mostly through films and merchandise) throughout the worldmerchandise) throughout the world..

Its Its cross-promotional strategiescross-promotional strategies increased increased in in the 1950's when the company opened the 1950's when the company opened Disneyland, the theme park that used Disneyland, the theme park that used previously created stories, characters, and previously created stories, characters, and images as the basis for its attractions.images as the basis for its attractions.

You Write:

From the start, From the start, DisneyDisney marketedmarketed its its strong brand strong brand and charactersand characters internationally, internationally, mostly throughmostly through its its films and merchandisefilms and merchandise. These . These cross-promotional cross-promotional strategiesstrategies increased during the increased during the 1950's1950's when when Disneyland openedDisneyland opened, where the , where the theme park usedtheme park used old old Disney stories, characters, and imagesDisney stories, characters, and images for for its its attractionsattractions. Since then, with . Since then, with home video, cable, home video, cable, and other media outlets, "Disney Synergyand other media outlets, "Disney Synergy" has " has become a byword for the become a byword for the ultimate ultimate cross-promotional activitycross-promotional activity..

Is this OK ? 1. Yes 2. No

You Write:

From the start, the From the start, the Disney Disney Corporation Corporation used itsused its films and merchandise films and merchandise to sell its to sell its intellectual property across the globe. intellectual property across the globe. Since the Since the 1950s1950s the company has intensified the company has intensified its its cross-promotionalcross-promotional activities, recycling its activities, recycling its stories, characters, and imagesstories, characters, and images in parks and in parks and new media outlets (new media outlets (home video and cable, etc.) home video and cable, etc.) as they are created. This is the famousas they are created. This is the famous "Disney Synergy"Disney Synergy" that other companies envy " that other companies envy and want to copy.and want to copy.

Is this OK ? 1. Yes 2. No

How can I make it OK?

You Write:

As Wasko points outAs Wasko points out, the famous , the famous “DisneySynergy”“DisneySynergy” has been part of Disney’s has been part of Disney’s corporate strategy from the beginning, when it corporate strategy from the beginning, when it marketedmarketed its its films and merchandise films and merchandise across the across the globe. Since the globe. Since the 1950s1950s the company has the company has intensified its intensified its cross-promotional cross-promotional work. The work. The filmsfilms, , characters, characters, toys and decorationstoys and decorations, parks, parks, , cruise ships, etc. all promote each another, cruise ships, etc. all promote each another, making making Disney Disney thethe world leaderworld leader in cross- in cross-promotional activitypromotional activity..11 _______________________________ _______________________________

1. Wasko, Janet (2001). The Magical-Market World of 1. Wasko, Janet (2001). The Magical-Market World of Disney.Disney.The Monthly ReviewThe Monthly Review. 52(11): 56-71. 52(11): 56-71..

What Makes it OK?• You wrote the name of the author (the person

who had the idea or information)• You stated where you found it:

– The title (name) of the book, journal, or webpage– The date it was published– The page numbers

• All in all - You “cited your source”

• It is right and proper to use other people’s ideas and information when you cite your sources

Cite & Citation• Cite = to quote or refer to someone ( 引用 )

• When you cite, you make a citation (reference)

• It’s one of the main differences between scholarly ( 學術性的 ) writing and common writing.

• Writing in university – you must cite your sources– Where you got your information & ideas

References in a Scholarly Article

Making citations and references is at the heart of scholarship

Scenario 2: You are assigned to write about children born in Dragon Years. You read an article in a scholarly journal.

You write:

Chinese people have always Chinese people have always honored dragons. Phrases honored dragons. Phrases like like 鯉躍龍門 鯉躍龍門 and and 望子成 望子成 龍 龍 show it. However, only show it. However, only in recent Dragon Years in recent Dragon Years (1976 and 1988) has there (1976 and 1988) has there been a noticeable "baby been a noticeable "baby boom".boom".

How Can I Fix it?1st. Create an in-text reference:

Chinese people have always honored dragons. Phrases like 鯉躍龍門 and 望子成龍 show it. However, only in recent Dragon Years (1976 and 1988) has there been a noticeable "baby boom“ (Goodkind 1991).

2nd. Make a citation to the article in a reference list at the end of the paper (also known as a bibliography), like this:

Goodkind, D.M. (1991, December). "Creating New Traditions in Modern Chinese Populations: Aiming for Birth in the Year of the Dragon". Population and Development Review, 17(4): 663-686.

Scenario 3: You found this article on the Web and want to use it in a paper

You write:

Is it OK? 1. Yes 2. No

Although the octopuses (Although the octopuses ( 八帶魚八帶魚 ) have a ) have a reputation for being scary predators, “devil reputation for being scary predators, “devil fish”, they can be kept as a pet in a home fish”, they can be kept as a pet in a home aquarium (Wood 1999).aquarium (Wood 1999).

____________________________________

ReferencesReferences

Wood, James B. (1999). Don’t Fear the Raptor: an Wood, James B. (1999). Don’t Fear the Raptor: an Octopus in the Home Aquarium. Retrieved Octopus in the Home Aquarium. Retrieved August 18, 2005 from August 18, 2005 from <http://is.dal.ca/%7Eceph/TCP/octokeep.html><http://is.dal.ca/%7Eceph/TCP/octokeep.html>

Scenario 4: You are assigned a paper on the history of religion in China and find this information in a book:

Like their human counterparts in the imperial bureaucracy, the gods are far more important than ordinary men. They can quell rebellions, check epidemics, apprehend criminals, dispatch ghosts, cure illnesses, control the weather, and otherwise intervene in natural and social processes for the benefit of their subjects. One of the T’u Ti Kung in Ch’i-chou is credited with the important capacity to control the price of pork.

According to Wolf, gods were like human government officials: they were more important than ordinary people. They could stop rebellions and epidemics, cure the sick, and control the weather. There was even one god in charge of the price of pork (Wolf 1978)._______________ReferencesWolf, Arthur P. (1978). Gods, Ghosts, and Ancestors, in: Arthur P. Wolf ed., Studies in Chinese Society. Stanford: Stanford University Press: 131-182.

APeople thought of gods as they thought about government officials. They were powerful and had practical duties.

“Like their human counterparts in the imperial bureaucracy, the gods are far more important than ordinary men. They can quell rebellions, check epidemics, apprehend criminals, dispatch ghosts, cure illnesses, control the weather, and otherwise intervene in natural and social processes for the benefit of of their subjects. One of the T’u Ti Kung in Ch’i-chou is credited with the important capacity to control the price of pork.” (Wolf, 1978).

____________

ReferencesWolf, Arthur P. (1978). Gods, Ghosts, and Ancestors, in: Arthur P. Wolf ed., Studies in Chinese Society. Stanford: Stanford University Press: 131-182.

Which is not OK (naughty) ?1. A2. B3. Neither

BYou Write: or

What You Can Write Without Citing

• A commonly known fact:– Hong Kong returned to Chinese sovereignty in

1997– Plants create their own food through

photosynthesis.

• A well known saying– Love makes the world go around

• Your Own Thoughts & Analysis– This is what your instructors REALLY want to see

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Questions• What if I’m not sure if I need to cite?

– When in doubt, cite it.

• What if my paper then looks like nothing but a series of quotes & citations?– You are being honest – You may need to add more of you OWN analysis,

ideas, and arguments

• What if I cite things I don’t need to cite & my instructor thinks I’m silly?– It’s better to cite needlessly than to look like you

are trying to cheat.

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Basic Referencing: - In Text Citations

Lai Lan-Wa. 2001. Being global versus being Chinese : a case study of returned students in Hong Kong. M.Phil. Thesis , HKUST Division of Social Sciences., p. 5 http://lbxml.ust.hk/th_imgo/b697850.pdf

Anatomy of In-Text Reference

While changes in China had created influx of labor, entrepreneurs, capital, technology and expertise into Hong Kong (Lu & Chiang, 1991) (Lu & Chiang, 1991) and that in turn contributed to Hong Kong’s economic take-off in the 1960s. Hong Kong has been developed into an international commercial and financial center, whereas its residents have become famous for their mix of Chinese and western cultures and their “love affair with money” ((Far Eastern Economic Review (FEER)Far Eastern Economic Review (FEER), 9 , 9 July 1998)July 1998).

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Author family name + Date

Magazine title + date

(Lu & Chiang, 1991) (Lu & Chiang, 1991) =

((Far Eastern Economic Review Far Eastern Economic Review (FEER)(FEER), 9 July 1998) , 9 July 1998)

=

Anatomy of Bibliography ReferenceLu C., and Chiang, F. (eds.) 1991. Hong Kong City Guide. Hong Kong: Wan Li

Books.

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Lu C., and Chiang, F. (eds.) Editors of the Book

1991 Date Published

Hong Kong City Guide Book Title

Hong Kong Place published

Wan Li Books Name of Publisher

Constable, N. 1999. At home but not at home: Filipina narratives of ambivalent returns.

Cultural Anthropology, 14(2), 203-228.

Constable, N. Author of article

1999 Date Published

At home but not at home: Filipina narratives of ambivalent returns

Article title

Cultural Anthropology Journal title

14 (2) Volume (issue) of journal

203-238 Page numbers

Citation “Cheat Sheet”Book Author

[family name first]

Year published Title[italics or underline]

Place published Publisher [page numbers]

Article Author Year published Title of article Title of source publication[italics or underline]

Volume & issue numbers

Page numbers

Article from database

Author Year published Title of article Title of source publication

Volume & issue numbers

Page numbers Date Accessed Name of database used

Newspaper Article [Author –if named]

Date published Title of article Name of newspaper[italics or underline]

[place of newspaper if it is not obvious from the Newspaper’s name]

Sectione.g., Section A or Business

Page numbers

Newspaper Article from database

[Author –if named]

Date published Title of article Name of newspaper[italics or underline]

[place of newspaper if it is not obvious from the Newspaper’s name]

Sectione.g., Section A or Business

Page numbers Date accessed Name of database used

Newspaper Article from web

[Author –if named]

Date published Title of article Name of newspaper[italics or underline]

[place of newspaper if it is not obvious from the Newspaper’s name]

Sectione.g., Section A or Business

Page numbers Date accessed URL of page

Web page Author (if known)

Date published or last updated (if known)

Title of page[italics or underline unless part of a larger work]

Title of larger work (if applicable)[italics or underline ]

URL of page Date accessed

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Time to Practice

•You have 10 minutes– Take Hand Out– Work with your neighbor– Victoria will walk around and help

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More Help • The “Guide to Good Referencing Skills”

http://lcms01.ust.hk/sbm/wsc/referencing/introduction/index.html

• The Citation Machine http://citationmachine.net/

• Refworks - Make your own database of references &

automatically insert & format into a word document

-Next 2 classes (April 1 & April 8th)

Thanks謝謝

Quotations & Paraphrasing“If I have seen further [than other people] it is by

standing upon the shoulders of giants.” - Isaac Newton in letter to Robert Hooke, February 5, 1675. Columbia World of

Quotations, retrieved March 9th, 2009 http://www.bartleby.com/66/18/41418.html

Newton was maybe paraphrasing Robert Burton (1577-1640)

“I say with Didacus Stella, a dwarf standing on the shoulders of a giant may see farther than a giant himself”- Robert Burton from Anatomy of Melancholy. Democritus to the Reader. Found in Bartlett’s Familiar Quotations, 10th ed. (1919) retrieved March 9th, 2009 http://www.bartleby.com/100/151.5.html

For the whole story, see: http://en.wikipedia.org/wiki/Standing_on_the_shoulders_of_giants#Attribution_and_meaning