Do the characteristics of individuals increase downloading?

The text I have chosen to analyse is “Illegal Downloading, Ethical Concern, and Illegal Behavior”, the authors are:

Kirsten Robertson, Lisa McNeill, James Green and Claire Roberts.

Intended Audience

The text appears in the Journal of Business Ethics, its anticipated readers would be business people, government bodies, university students, people interested in digital content and organisations that run opposing services.  As it is in a business journal it assumes people in the industry would read this especially if interested in ethics, government bodies may read this as it provides information on one of the most current illegal issues.  University students are likely to read this due to growing up in this downloading era.  Organisations such as Netflix or Foxtel may read this to understand characteristics that enable people to download which could be used for marketing purposes or general knowledge.

Purpose of the text

The text is a journal article about illegally downloading music, it attempts to explain the individual characteristics of downloaders and non-downloaders that allow each to either be persuaded or dissuaded by messages that display the illegality of downloading.  The overall purpose of the text is to give further research into the question of why people illegally download as well as introduce a new idea as to if certain characteristics and theories of behaviour influence people to download more or download less.  Further information is provided on similarities of characteristics of genders and how this influences downloading.   The text summarises other author’s ideas through the use of theories in order to get their own idea supported.

Proof/Evidence

The types of proof evident in the article are theories, referencing, government statistics and original research.

The Authors display how intention is linked to downloading illegally due to the perceptions of subjective norms and difficulty of behaviour. These are then defined into individual characteristics to explain why they download or not download. The Theory of Reasoned Action, Theory of Planned Behaviour and Ethical Decision Making Theory are used to support the author’s ideas in a clear manner.

Original research was carried out by the Authors with a sampling study at a university in New Zealand with the sample being representative of the typical first year student which was not limited by gender, ethnicity or socioeconomic status.  In this case the research methodology holds most weight in order to get this idea across as it provides factual quantitative information that enhances relating theories.  The proof that is most authoritative for audiences is government statistics and original research as it may be the most accurate and current research in the study.  The least may be certain theories or models as they can sometimes be ambiguous.

Organisation

The text is broken up into sub-headings of: Introduction, theoretical framework, methodologies, results and discussion.  The information is presented in this order to be easily read by audiences, the authors position of the topic is made clear at the end of the article.  I believe the text is organised like this to display the organisations arguments as well as the needs of the audience as it allows the order of events to be followed by the reader to show the process of research that occurred.

Reference

– Robertson, K, McNeill, L, Green, J & Roberts, C 2012, ‘Illegal Downloading, Ethical Concern, an Illegal Behaviors, Journal of Business Ethics, vol. 108. no. 2, pp. 215-227

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