Assignment 2: Critical Evaluation and Literature Review Introduction In this article, the topics discussed by four lecturers will be analyzed. These contents will be constituted of the digital economy by Professor Mark Thompson, social network by professor Kevin McMeeking, managing people with international organizations by Dr. Grasuham Perkins, and subliminal advertising by Dr. Alex Thompson. This essay intends to promote my deep learning through in-depth understanding and reflection on the four topics of discussion, which help me build a new knowledge system and thinking structure, as well as achieving a higher level of cognition of the development status of the subject contents. As we all know, the global economy has promoted the comprehensive and large-scale international development of plenty of enterprises, the development of the worldwide digital economy, the application of social networks, the management of personnel capital, and the effectiveness of advertising (Huws, 2014). This post is roughly divided into five parts for discussion and research, including four themes and outcomes on the summary. The first perspective will focus on how technology continues to deepen the penetration of traditional industries under the digital economy, to give birth to a series of new economic models and new forms of business. Then, describing these business models how to change people's lifestyle. Most importantly, this investigation could be useful to me as a learner of exploring the study of the digital economy model, such as the prosperity mechanism and development status problems brought by the digital economy. The second perspective will take Bitcoin as an innovative product combining monetary economic theory with modern network information technology to analyze its existing value and security risks. In other aspects, I will explore and analyze the potential value of Bitcoin application and future business opportunities based on the current market situation. In the third and fourth portions, for the third section, I will refer to the organizational management and cross-cultural management strategies of multinational enterprises and show how human resource management can achieve successful scale economy management by adopting relevant strategies. Regarding the fourth angle, it will involve how advertising as a form of cultural propaganda affects people’s perception of some things. As Alex mentioned in class, the hidden power of advertising can influence people's thoughts, feelings, and actions without them knowing it. Later, elaborating how to put the customer under the perception, which helps with subconscious marketing in advertising design and so on. In the final vision, I will summarize the knowledge that I have gained from analyzing the contents of the four lecturers' narratives. And debating why the themes facilitate my cognitive processes and so forth. Topic One: The rise of digital economy-Professor Mark Thompson Introduction: Mark Thomson's presentation highlighted that the digital economy has improved the efficiency of capital markets through big data development and network infrastructure. The importance of Britain's first "mechanized" industrial revolution in pioneering the world's technological advances. As well as how does the rise of the global digital economy affects all aspects of the economic and social life of human beings. Concerning the development status of digital trade in the world, Mark Thompson mentioned that digitalization is the main feature of the ongoing fourth industrial revolution. Digital trade has greatly reduced the cost and time of the trade, which not only enabled the continuous emergence of new trade products but also changed the mode and scale of trade in almost all industries (Bukht et al., 2017). Such as the blockchain, value chain, and the supporting role of the internet. This means that it will become a new driving force for international trade. Analysis: As far as I am concerned, the digital economy has promoted the development of industries in the era of sharing. This creative promotion is represented by the internet and value chain, new industries have been innovated through the sharing of data. For example, Amazon, Taobao, and other e-commerce platforms. The successful application of these platforms requires the assistance of internet data to increase information sharing (Bukht et al., 2017). According to data, more than 50 percent of the global trade in services has been digitized (Bieron et al., 2016). Research shows that digital trade mainly affects the structure of the market economy by accelerating technological progress (improving digital efficiency), reducing costs, changing the pattern of market competition, and other ways (Bieron et al., 2016). I also learned that digital trade creates many new jobs. The emergence of new economic systems is increasingly creating a wide range of jobs and employment ways. The concept of choosing a career is changing among young people. Boston Consulting Group estimates that Alibaba's retail platforms have created 30.83 million new jobs, which includes Taobao sellers and delivery workers (Zeng, 2018). Furthermore, the rise of short videos such as Youtube and Douyin has boosted the web celebrity economy and provided more employment options for people. The internet is leading the transformation and development of the global consumption system and payment system (Manyika, 2011). I have found that the internet greatly reduces the cost of trade by reducing information barriers and expanding the range of tradable goods (Bieron et al., 2016). The production process can be divided into more links, which provides a guarantee for different economies to enter new production activities and rapidly improve their productivity (Yadav, 2014). More and more intermediate products can be widely involved in the process of the global value chain for multiple cross-border trades (Yadav, 2014). (Manyika, 2011) suggest that opening up appropriately the market for information services and encourage people to participate the internet more deeply in the value chain of manufacturing. This will help promote balanced global economic development. When it comes to blockchain, Swan(2015) mentioned that blockchain and the energy internet have promoted the establishment of market-based and financialized platforms. Mark Thompson also referred to the use of blockchain technology can establish a fair and open market mechanism, at the same time, it can well serve the transaction of other financial products. DeFilippi (2017) believes that blockchain is conducive to "promoting the exchange of value without the need for the third party". The trust and distrust characteristics of blockchain technology also make blockchain regarded as an alternative scheme for today's platform-oriented sharing economy (Becketal, 2016). I also learned that blockchain technology continues to expand the scope of services, such as living payment, medical care, traffic seizure, weather, and so on. Blockchain technology continuously accelerates the networking process of government affairs and meets the requirements of data trust sharing and exchange, identity authentication, and other requirements in the current digital government affairs construction (Swan, 2015). However, Mark Thompson told us that as for the digital economy, whether it is the blockchain or the value chain, there are certain risks. He reminded us that the application of blockchain in the financial field often involves the transaction of digital assets, which is directly related to the personal interests of users, and it is also an easy target for greedy attackers. In addition, Mark Thompson emphasized that in the blockchain system, there is no centralized database. Each node keeps all the information of the blockchain, and its rights and obligations are equal. So every data password is easy to copy and causes the risk of information leakage. Furthermore, in the value chain, expect the risk of data leakage (Nofer et al., 2017). The information asymmetry is ubiquitous. However, due to the new functions of the internet, such as the separation of time and space, anonymity, and virtuality, some online transactions are riskier than traditional transactions (Nofer et al., 2017). So it is very important to use some measures and laws and regulations to protect network security. As for the prevention system, an international internet cooperation platform should be established, it is a benefit for forming joint supervision and coordination mechanism (Gereffi, 2005). Most importantly, strengthening internet regulation and coordination will help promote the convergence and integration of domestic information technology standards with international standards, these ways contribute to optimizing the efficiency of global resource allocation (Nofer et al., 2017). Conclusion: To sum up, Mark Thompson’s lecture showed us that the digital economy is the product of the integration of energy, information physics, and the market, which will profoundly affect all aspects of market production, transmission, storage, and consumption. His lecture gave me a deep understanding of the value chain and the significant role of blockchain on the internet. For me, the most meaningful aspect is that blockchain solves the problem of consistency in distributed networks, overturning the knowledge that traditional technical architectures rely on trusted third parties for management control of large-scale organizations (Nofer et al., 2017). It also makes me realize that the emergence of the internet has a certain impact on the traditional trade model. Having learned from the lecture, I now realize that in today's society, with the developed internet era, governments must improve the digital economy supervision system and strengthen information security in the era of sharing. Topic Two: Bitcoin-Dr Jack Rogers Introduction: After the lecture on the digital economy model analysis, this topic mainly investigates Bitcoin. Research shows that Bitcoin is a pure P2P virtual currency, which can meet the needs of decentralization, strictly control the speed of money supply, estimate the total amount of money in circulation, and effectively curb inflation (Mantzourou, 2015). From the perspective of innovation, the brand-new issuing technology and transaction mode of Bitcoin have exerted a profound influence on the mechanism of currency and financial market, forming an independent monetary system (Böhme et al., 2015). However, Dr. Jack Rogers reminded us that there are certain risks associated with using bitcoin. Charles Arthur, an editor of The Guardian, believes that Bitcoin with its wildly fluctuating price (Slattery, 2014). This reflects an important flaw in the currency. Based on Dr. Jack Rogers' speech, this paper will analyze the values and security of Bitcoin’s issues. Analysis: Bitcoins are virtual currencies that can be exchanged for digital money by offering goods or services. In this way, it becomes the medium between the two sides of the transaction (Stokes, 2012). Currently, some stores or individuals offer their products on websites, while some brick-and-mortar stores also accept bitcoin as payment. Such as Ottonormalo in Germany and Hudson Eatery in the American city of Uyo (Stokes, 2012). According to a report released on the valuation of Bitcoin, the advantages of its design make it possible to develop into a major payment method for e-commerce and become a strong competitor to traditional currency exchanges, with great investment value (Jaag et al., 2017). The value of Bitcoin lies that when a country has a financial crisis, war, and other crises, the value of its currency will be affected, while Bitcoin will not be affected (De et al., 2016). For example, the connection between Bitcoin's surge and the war in Syria. As long as people cannot live without the Internet, then it will not lose its value (De et al., 2016). As Dr. Jack Rogers said, the virtual currency can also be free of various taxes and fees, and the total amount of storage is unchanged, avoiding inflation. So it was once hyped by the media its role. My study found that the users' privacy concerns are a security issue for Bitcoin (Conti et al., 2018). The inventor Ben Cong, designed the commercial financial transaction system for users using Bitcoin anonymously, and the legal problem of this anonymity is that it may be used by some users for illegal financial activities, such as money laundering (Chowdhury, 2019). According to a study, I have found that the Bitcoin system tried to block this vulnerability, and while Bitcoin transactions remain anonymous, there is a permanently complete and encrypted history of the number of Bitcoin transactions (Conti et al., 2018). From Dr. Jack Rogersd's class, I also learned about that the blockchain field emerging with the increasing popularity of Bitcoin, and the financial creation generated by its smart contract technology. Such as IBM, MasterCard, Alibaba, etc. These models create an immutable global database that can store ownership of anything, a more efficient global payment system without middlemen (Chowdhury, 2019). Dr. Jack Rogers told us that Some of the misinformation about Bitcoin has been hyped by the media as a way to get rich quickly and as a vehicle for criminal transactions. In fact, it poses a huge threat to society. For example, it is reported that in 2014, there was a case in China where someone embezzled 5 million yuan and used it to buy Bitcoin, and stored the Bitcoin in a virtual wallet registered overseas. After arriving abroad, he sold the Bitcoin to an overseas Bitcoin platform, converted it into Hong Kong dollars, and finally into RMB, and he successfully cleaned the fund (Pieters et al., 2015). Criminals use the model of money laundering to exchange virtual currency for actual goods in online shopping malls, to realize value-added services (Pieters et al., 2015). Some users take advantage of a loophole in which virtual currencies can be invested in cash or anonymously. The government cannot identify the source of the funds, transactions are quick and easy, and the funds are highly liquid (Bryans,2014). There are restrictions on the exchange between virtual currency and real currency. It has a large cross-regional scope, and different countries and regions have various regulatory systems, so some criminals take advantage of legal loopholes to make a fortune (Bryans,2014). According to financial theory, the exchange price of financial assets represented by stocks in the capital market reflects their intrinsic value, and the transaction price fluctuates around their accounting value (Malkiel and Fama, 1970). The normal distribution test is carried out on the price deviation rate between different trading platforms. When the price deviation rate does not obey the normal distribution with the mean value of 0, the analysis shows that there is a price bubble in Bitcoin (Sifat et al., 2019). Conclusion: With the vigorous development of global Internet technology and the combination of the financial market industry, the internet finance industry has become an indispensable part of the global economic system. Based on Dr. Graham Perkins' presentation, I learned that the value of Bitcoin is reflected in the avoidance of various transaction taxes and the impact of inflation. However, the transaction held by Bitcoin has the advantages of anonymity, speed, and low cost, which provides great convenience for money laundering criminals to carry out illegal activities (Bryans,2014). Such actions endanger global financial stability and violate the interests of the people. Therefore, it is an important step to create and improve the technology to prevent the risk of money laundering in internet finance. Topic Three: Managing People within International Organisations-Dr Graham Perkins Introduction: In the last topic, I elaborated on various views on Bitcoin, and this topic focused on the management of international organizations. With the acceleration of the process of economic globalization, it has become a trend for enterprises of many countries to develop internationally. However, the enterprises engaged in transnational operations have cultural differences due to different national cultural differences. Denison(2004) believes that the strategic pattern of an organization directly determines the practice of human resource management. Rosenzweig(1991)put forward the theory of cross-cultural management, believing that the decision-making, organization, system, and process of enterprise internationalization. As well as the role of managers, who should transform and adapted across cultures, and developed the localization strategy of international enterprises. The effective utilization of human resource management in multinational enterprises is to make use of organizational management and unique capabilities of enterprises to make large-scale growth and improve the quality of enterprises (De et al., 2012). Having learned from Dr. Graham Perkins' lecture, I have a deeper understanding of the importance of implementing cross-cultural management methods and organizational strategies in the process of internationalization of human resource management for enhancing the international competitiveness of enterprises. Analysis: Dr. Graham Perkins’ presentation emphasized that multinational corporations need to implement management practices according to national regulations. The presentation also showed that international enterprises compete with other enterprises in different cultural environments, especially the local enterprises in the host country. Cultural differences have certain risks to the realization of business results and business goals (Schwartz et al., 1981). For cross-cultural and expatriate staff management, employees have different cultural backgrounds to participate in enterprise management of the power and duty (De et al.,2012). At the same time, in order to manage the staff effectively, I also learned that providing an amicable business environment for different cultural background staff, who can speak freely in an equal and friendly atmosphere (Tiwari, 2013). thus staff can dilute ethnic consciousness, cultivate global business concepts, realize the members of the real integration of different cultures (De et al., 2012). In the first place, there are existing various human resource management around the world. For example, the US and Japan's management policies. Dr. Graham Perkins pointed out that in the United States, the government does not interfere with corporate employment, people can choose their work mode. In my research, I found that after the financial crisis, with the rising unemployment rate, multinational enterprises in the United States attached great importance to the creative training of workers and invested a lot of money (Parry et al., 2014). Managers believed that talent development is the highest return on investment. In Japan, the employment system mostly adopts the lifetime system, the training program of Japanese enterprises is more direct work needs or business training (Zhou, 2020). The common denominator of multinational companies in these two countries is that before sending employees to work in other countries, they will conduct language training and deliver cultural issues of other countries to ensure that employees do not touch the local legal and cultural touchpoints of other countries. The research shows that before multinational enterprises achieve a good internationalization process, which needs to have a good fit and flexibility between the operation of international human resource management and the corporate strategy of multinational enterprises (Zhou, 2020). The more suitable between environment and organizational elements, the more effective organizational behavior will be generated at multiple organizational levels (Chandler, 1962). Dowing (1993) proposed a model of strategic human resource management. He believed that when the external environment of a multinational company changes, it will affect the internal strategy of the organization and the adjustment of employees. Through mutual coordination and integration, the organization could quickly adapt to the changes in the environment. For multinational companies around the world today, with the expansion of overseas branches, the success or failure of the enterprise is more dependent on expatriates who promote the process of globalization (Doz, 2017). The inadequate career management of expatriates will directly lead to the failure or low efficiency of expatriates (Doz, 2017). Therefore, it is very indispensable for multinational companies to carefully choose the career management of expatriates. As Dr. Graham Perkins said, the selection criteria of expatriates should take into account the relevant personnel's professional ability, cross-cultural adaptability, family factors, and language ability. I also learned that many expatriates are trained before they leave their home country. For example, stress management training can help expatriates to further develop their abilities, so that they will be more patient and more efficient to deal with some uncertainties in international assignments (Zhou, 2020). Cultural sensitivity training, in order to analyze local cultural characteristics, training employees so that they can understand how local culture determines the behavior of local people and master local cultural traditions (Zhou, 2020). Employees can cope with the influence of different cultures more efficiently. In addition, when it comes to setting salary standards, human resource management departments should coordinate the salary of expatriates in different positions to help expatriates work effectively for the enterprise (Ferner, 1997). Schuler pointed out that the human resource department could be accepted by the members of the organization when the management of expatriate personnel was combined with the operational strategic needs of the organization, and the managers and employees could participate together( Brisco, 1995). In my opinion, many multinational companies send their staff to other countries in order to expand their reputation and achieve greater benefits. From Dr Graham's lecture, I learned that in order to avoid the failure of expatriate assignment, multinational companies should establish a complete system for selecting expatriate personnel before considering expatriate assignment. For example, Honda Motor Co., Ltd. of Japan investigates candidates' abilities related to overseas assignment business through questionnaires and interviews before launching its overseas assignment business (Yokoyama et al,. 2018). In the months before the assignment is completed, the company will help the expatriate to consider career arrangements. Due to Honda's formulation and improvement of the expatriate development strategy, almost all the expatriate staff's performance has reached the job expectations (Yokoyama et al,. 2018). Conclusion: Overall, Managing international organizations is a matter of taking into account many factors. Multinational companies need to constantly improve the standards of expatriate adaptability, especially the development of employees' cultural adaptability. The training work before the implementation of the task must make the language standard plan, the response plan faces the difficult problems, etc. An appropriate compensation system in multinational companies can help expatriates to complete their work efficiently. Topic Four: Subliminal advertising-Dr Alex Thompson Introduction: With regard to the last research topic, I would like to elaborate on the study of subliminal advertising. It is found that subliminal advertising has a significant influence on consumers' purchase intention and purchase action (Tsai et al., 2007). Advertisers use the subconscious power of consumers to associate products that need to be sold with emotional power. Most experiments have shown that potential advertising messages convey product consumption information by influencing people's perception, a behavior known as "subliminal perception" (Tsai et al.,2007). The lecture knowledge that was passed on by Alex is that subliminal advertising can make people accept new information, and it is communicable. For example, product marketing, publicity mode, religious belief, public welfare, and so on will all be transmitted to people's potential consumption thoughts (SoFi & Nika, 2013). Analysis: For me, the most meaningful experience of this lecture was to learn that subliminal advertising instills in people's subconscious, constantly tired and stimulation through the product concept, so as to induce the buying behavior of people (Tsai et al., 2007). Compared with the traditional mode of advertising, the effect of subliminal advertising is more significant, which is another new media environment development trend (Tsai et al., 2007). My study found that when people watch subliminal advertisements, their brains would produce a "projection effect", which means that their emotions, beliefs, and personality traits are directly reflected in their evaluation of something without any restriction on their state (Verwijmeren et al., 2011). The products used in the context of the advertisement will form a shopping idea in the audience's mind (Theus, 2013). When people are buying products, the image of subliminal advertising repeats itself. For example, the Coca-Cola Company showed that on an active screen, the messages "please eat popcorn" and "Please drink cola" appear every 5 seconds at a rate of 3L/SEC. (Packard & Miller, 1957). Later, Coca-Cola's sales industry aroused consumers' interest in purchasing. What's more, band-aid advertising gives brand owners a huge space to play. In the creation of advertising copywriting, brand owners enrich the content of copywriting and increase the interest in brand design (Jones,2017). This result can improve the audience's attention and image of the brand. However, the current Band-Aid advertising can only be used for viewing, and people can't click online to learn about the product information. Therefore, product advertisers use short videos, such as YouTube, Douyin, and other live broadcast platforms to deliver the implicit role of the product to the audience(Jones,2017). As researchers pointed out that in subliminal advertising, products are not appearing in the form of "highly condensed", but are blended with other details, which replace the original core concepts and elements of the product and directly enter the audience's ideology through the media (Wilfong, 2002). As Alex mentioned, cluttered ads represent an expression mechanism that stands out. For example, the origin of the name of elevator music, because it was once used to calm nerves in skyscrapers (when elevators were still a new invention). I realized that in a sense, subliminal advertising is mandatory. The music on the elevator calms the nervous state of the office workers every day, and it is also used as a way to improve production efficiency and relax the perception of workers. According to relevant data from the United States, 72% of consumers' purchasing behaviors are dominated by hazy desires, while only 28% of consumers' purchasing behaviors are directly affected (Oliver, 2014). Advertisement induces the potential demand of consumers and is a creative method to mobilize consumers' desire and demand. For example, people buy books not only for acquiring knowledge and enriching experiences but also for relaxing and seeking peace (Li et al., 2009). The famous actors in the 2004 Chinese film "Flying Eagle" were all using the latest Nokia models, and the final hope was that consumers would unknowingly accept Nokia's products (Li et al., 2009). Furthermore, I have learned from the lecture by Alex is that subconscious advertising, just like hidden factors, can create relevant connections between products and pictures and convey people's unconscious values. Subconscious transmission affects consumers' purchase intention. Therefore, ASCI stipulates that in the design of advertising strategies, participants need to control this influence, mainly for the protection of consumer rights and interests(Sofi et al., 2018). In addition, advertisements should convey fairness, positive energy, sincerity and responsibility, and prevent harmful products from being publicized to the public (Sofi et al., 2018). Conclusion: Through the analysis of Alex's speech, I understand that the potential advertising planning is different from the traditional advertising model. The products in the subconscious advertisement will only appear as a secondary part, which makes people accept the advertising information when they are watching the content, to form the purchase motivation. With the development of new media, the ways of advertising implantation have become various. The appearance of products will better appear in the audience's sight. Advertisers will instill the product concept in the audience's mind, which can constantly accumulate and induce consumers to purchase (Sofi et al., 2018). This is a new development trend under the new media environment. Outcome: A critical reflection on Four topics: In general, through the four lectures by Mark Thompson, Jack Rogers, Graham Perkins, Alex Thompson respectively, I realize that how does the creation and construction of the internet promote the digital economy model and the application of Bitcoin. The technological revolution represented by computers and networks has promoted the kinetic energy of the information era (Huws, 2014). In addition, I also have learned the management models, which were applied by international enterprises in the management of expatriates according to different cultures and languages, and the way that the human resource management department trains relevant personnel in the identification and risk control management, and so on. Finally, through studying the subconscious advertisement, I understand how to combine the product with the ideology of the advertisement creation, which can indirectly convey rich information to the audience, and generate a positive emotional response (Sofi et al., 2018). The reflections on the content expounded by the four lecturers are that I learned to combine the knowledge of four lectures, the most meaningful experience for me is that I can think deeply analyze the value of different market economy forms and the existence of security risks. From my perspective, nowadays, the application of the internet facilitates our life, but we should be more careful to use it to prevent information leakage and touch the bottom line of financial laws. The human resource management department should weigh the advantages and disadvantages to improve the mode of a management training system. References Lists: Bieron, B., & Ahmed, U. (2016). 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