Purpose of paper This paper is an attempt to analyze the 2Day radio station prank case in which a nurse on Australia

committed suicide. The paper will discuss the case, the occurring, the present status and the way the radio station can handle it in a better way. Overview of Case - Issues in the case The media storm surrounding two Sydney radio presenters behind the hoax phone call to King Edward VII's Hospital is on going after the suicide of the nurse on who the prank was run that morning. A post-mortem was carried out yesterday. An inquest into the nurse's death is to be opened tomorrow. Scotland Yard would not comment on a report in the London Evening Standard that a suicide note had been found addressed to her family. The private hospital, where Saldanha had worked for more than four years, has established a memorial fund to help her husband, Benedict Barboza, and two children, a daughter 14, and a son, 17. Questions continued to be asked about who at 2Day FM had authorised the call to be broadcast without the consent of the nurses. The DJs Mel Greig and Michael Christian, who made the call in the early hours of Tuesday last week, have said it was standard practice for them to record an item and then hand it over to be assessed by others. Southern Cross Austereo's chief executive, Rhys Holleran, said on Monday that the station had attempted to contact the hospital "no less than five times" before broadcasting the pre-recorded material. A spokesman for King Edward VII said no one from either the hospital's senior management, or the company that handled its media inquiries, had spoken to 2Day FM before the prank call was broadcast. Theory analysis The relative theory over here is the theory of the Media Psychology developed upon the Media Circus theory.

Media Psychology focuses on the roles psychologists play in various aspects of the media, including, but not limited to, radio, television, film, video, newsprint, magazines, and newer technologies. It seeks to promote research into the impact of media on human behavior; to facilitate interaction between psychology and media representatives; to enrich the teaching, training, and practice of media psychology; and to prepare psychologists to interpret psychological research to the lay public and to other professionals. Pictures of Mel Greig and Michael Christian are featured in many of Tuesday's editions, following the 2Day FM DJs' television interviews with two current affairs programs about the aftermath of Nurse Jacintha Saldanha's death. They are on the front page of Sydney's Daily Telegraph, which shows their tearstained faces below the headline: "We're sorry (but please don't blame us)." The story covers pages two and three of the paper, which claims the radio station bosses have been dodging responsibility for their role in the prank call. Many Sydney residents thought it was a bad decision for the DJs to take part in the televised interviews, according to the newspaper, quoting Twitter users. One Twitter user had written: "So much for not making a circus of such terrible situation. The newspaper also carries an opinion piece by reporter David Penberthy titled "Lynch mobs baying for blood", saying those jumping on the bandwagon and blaming the DJs should ask themselves questions. National newspaper The Australian also covers Greig and Christian's interviews, but turns on the British press in an editorial, which claims the "broader lesson here is about the consequences of a superficial news cycle and unthinking devotion to it". The comment piece calls for greater perspective to be applied to news media, saying: "As if the prank wasn't foolish enough, the British press, driven by the public's insatiable appetite for royal gossip, piled on to the story. "Rather than dismiss it and move on, every angle was amplified and the hospital was firmly in the media's sights." The Sydney Morning Herald carries the story in a corner of their front page,

with the main story on page five reporting that the DJs told in their television interviews how they were not ultimately responsible for the stunt being broadcast. DJ Jonathan Coleman has been interviewed by the Sydney Morning Herald on the issue of hoax calls, which have now been suspended by 2Day FM's parent company Southern Cross Austereo. Coleman said: "I can't see where it will change, because wind-up calls are part of the history of Australian radio. The great thing about radio is it's such an instant medium. You can regulate it as much as you want, but if you regulate too much it takes the grain of humor out of it." The issue is also being widely discussed in phone-ins on many of Sydney's commercial radio stations - although not on 2Day FM. Discussion The reason why this is a media circus case is because of the following excessive attention gained in the media and the repeated mistakes that the related parties are making in the media. The following are the moves that have been taken recently and are the right moves that are taken to ensure that the negative media exposure that is caused in the development of the case are recovered from at the earliest in order to repair the reputation of the radio station: In a statement, Southern Cross Austereo, which owns Sydney's 2Day FM, expressed its "deep regret for what has taken place in these tragic and unforeseen circumstances". It said a minimum contribution of a $500,000 (325,000) would be made. Advertising was suspended on the station on Saturday afternoon but will resume on Thursday. "All profits from advertising on 2DayFM until the end of the year will be donated to an appropriate fund that will directly benefit the family of Jacintha Saldanha," the owners said. The company has also cancelled its Christmas party. Lord Glenarthur, chairman of the hospital, welcomed the decision by the radio station's owners to make a sizeable donation to the nurse's family, saying: "I have

today read that Southern Cross media group have pledged to make a minimum donation of a $500,000 to an appropriate fund. We would certainly welcome such a donation to [our] Jacintha Saldanha Memorial Fund." He added that the fund had received many donations from around the world. David Cameron, giving evidence to the House of Commons liaison committee, was asked by the Labour MP Keith Vaz, who has met Saldanha's grieving family, if they should be given all the information possible about her death. "Of course," he replied. "It is a dreadful case and an absolute tragedy for the family. When you read of how hard she had worked across her life and all the things she had done and The best thing for the radio station to do at this time is to ensure that they do not have a slow speed to response towards any of the new developments on the case. They should have on board with them a dedicated media and PR team to take care of the presents case in order to ensure that there is no time lost in response. Usually the media relations team is all too aware of the reporters time constraints, but we all know that partners are busy people and have too many other things on their plates. They have to understand the need to prioritize any serious media enquiry where possible, not to leave it as number seven on the to do list, otherwise it will go cold. When journalists need comment, they often put calls out to at least a couple of rival firms the early bird usually catches the headline. If there is a big announcement, the radio and TV news channels will aim for informed response live on air within a few minutes. This is daunting for most people, but a chance for those who can anticipate the current hot topics, to be ready and grab the opportunity to have a view. The channel concerned will often be so grateful that youve been willing to drop everything and come on, that they will be eating out of your hand in the future. This does not mean that you have to be a desperate media tart trying to push yourself forward at every opportunity, only that you should try to grab the right opportunity when it is offered, as the chance may not come up again. At the other end of the timescale, even the Sunday papers no longer have all week to write their stories, as a lot of people imagine. Many of them, such as the Observer and Sunday Telegraph, are part of seven-day operations with their daily counterparts, and the majority of their stories

are written in the latter part of the week. Typically the reporter will be lucky to have more than half a day to work on a story. Conclusion The case shows the presence of the magic bullet theory as well because of the theory claims that the mass media acts as symbolic bullets, striking every eye and every ear of everyone and having direct, immediate, powerful, and uniform effects on everyone.

Sources Tyson, J. J., & Keener, J. P. (1988). Singular perturbation theory of traveling waves in excitable media (a review). Physica D: Nonlinear Phenomena, 32(3), 327-361. Sproule, J. M. (1989). Progressive propaganda critics and the magic bullet myth. Critical Studies in Media Communication, 6(3), 225-246. Bandura, A. (2001). Social cognitive theory of mass communication. Media psychology, 3(3), 265-299.