CSUN On Point

Starting a business has never been an easy task. In this day and age, it can be argued that it is becoming increasingly difficult. However, this new generation of business owners has found a way to benefit from social media, by using it to build brand awareness much more easily. Regardless, succeeding with a small business is still a tall task, requiring more than just brand awareness in this new age of entrepreneurship.

The U.S. Bureau of Labor Statistics says about 20 percent of small businesses fail within their first year. By the end of the fifth year, roughly 50 percent of small businesses have failed. After 10 years, only about one in three is still around.

For those who are able to make it past the first year, it’s not the easiest thing to get off to a running start.

“It’s not like Field of Dreams, [where] if you build it, they’re just gonna show up,” Opulen Studios owner Christiana Lucratif said. “It’s marketing, and trying to get everybody to spread the word. One of the biggest things was just being willing to take the risk, and just dive in.”

In this new era, the use of social media has become one of the biggest tools for entrepreneurs as they try to find new customers and partners, and then keep them. A 2017 survey of marketers showed that 66 percent of internet users between the ages of 18 and 24 are more loyal to the brands they follow on social media.

“We’re scrolling on Instagram, or whatever it may be,” Scarlet’s Addiction founder Sadee Mondino said.  “I know I have to use it all day because of what I do for a living. That’s how I find most of the brands I want to work with. That’s how I find people I want to work with.”

However, an online presence can’t be the end all be for these aspiring entrepreneurs.

“If Instagram were to shut down, [you’d have to ask], ‘can you still stay in business and how are you exporting those followers and those customers to your actual CRM (Customer Relationship Management)’,” said Lucratif. “That’s why I do a lot of the marketing directly through my own text messages and emails, versus just social media. And then people that I do find on social media, [I work on]  gathering their contact information, and putting them into my database.”

Moderator: Monica Campos

Producer: Lauren Cienfuegos

Anchor: Kenia Arevalo

Social Media Editor: Zaira Garcia

Reporters: Kenia Arevalo, Monica Campos, Alan Cardoza,  Lauren Cienfuegos, Zaira Garcia, Kimberly Lopez Chavez and Demothy Tien

In today’s world, influencers and bloggers are finding ways to make a living from their blogs and social media.

Many manufacturers and companies compensate influencers to promote their products on their websites through collaborations and with endorsements. These influencers can make a living using their blogs and social media accounts. They use websites and Instagram accounts to express their interests in new products and trends, in fashion, beauty, child care, sports, health, home design, etc. Some bloggers and influencers have access to a large audience and can generate a strong reach, and profits for their sponsors. Some famous influencers like Andrew Defrancesco have even made great name in the field of fashion. If you need tips, you can get in touch with him on his website.

But influencers and bloggers have to be creative and fast in producing content that will keep their audience hooked.

“With content moving that quickly, you have to be able to get people to stick around,” CSUN Journalism Professor Benjamin Davis said. “It will be so easy for them to leave. So you want good compelling information, good content, and you want to be able to take advantage of the new technology that is coming along.”

Many successful influencers started blogging as a side job or a hobby. When they start making money, they may decide to dedicate themselves to blogging full time.

“The first thing [if you decide to be a full time influencer] would definitely be to figure out who you want to talk to, and who you want to write for,” blogger Gwen Lane said. “Really getting clear on that audience was something that really helped me in the beginning, and really sticking to that audience, and … figuring out what their challenges are, and how you can help them, [is the key].”

Lane said bloggers have to be consistent with their content, and keep a look out for what their audience wants to see from them.

“I am always talking audience first,” Lane said, ” because when you know who your audience is, then you know what they want to hear from you, and what kind of content would resonate, and also what you want to be talking about in your content.”

Lane said influencers and bloggers take their work seriously because it is their job, not a hobby, and they have to articulate and think about every detail they put out to their audience.

“It’s audience first,” influencer Ali Levine said.

Moderator: Alexis Carfago

Anchor: Sofia Gutierrez

Social Media Editor: Scott Geirman

Reporters: Alexis Carfagno, Joy Edonwonyi, Claudia Flores, Scott Geirman, Sofia Gutierrez, Melissa Rodriguez and Melina Rudigkeit

A reliance on social media may have a prolonged effect on young people, in part by creating false role models, and in part by encouraging ‘FOMO’, or ‘Fear of Missing Out’. But many young children start using social media at a young age.

“One of the things I see parents doing is using screen time to keep their kids entertained while they’re doing something else,” said Dr. Joannie Busillo-Aguayo, CSUN associate professor of Educational Psychology and Counseling. “My oldest granddaughter is 16 years old and social media is her life. If she’s not able to do what her friends are doing, it affects her life.”

The Royal Society for Public Health and the Young Health Movement published a report ranking Instagram as the worst social media platform, in term of its impact on the mental health of young people. YouTube was ranked as the most positive social media platform. Snapchat was also ranked as among the most negative.

According to the Pew Research Center, YouTube, Instagram and Snapchat are the most popular platforms among teens. Forty-five percent of teens said they’re online almost constantly.

The RSPH report recommends three possible solutions: the introduction of a pop-up heavy usage warning on social media, platforms identifying users with possible mental health problems based on their posts, and platforms alerting users when photos of people have been digitally manipulated.

Social media remains popular among young people, who say they want to do everything their peers are doing. A new iPhone update tells users how long they’ve been on their phones, and on social media specifically.

“The other day I went on my Instagram, and I look [at the update], and it says [I’ve] been on this for four hours,”  photographer Nathan Zielke said. “It was six o’clock in the morning.”

Zielke and recording artist JR Jones said they use social media to connect with people.

“I think that [social media] is literally my number one tool,” Jones said. “It has helped me build a really strong fan base, and it’s real people you can connect with, that don’t have to be in your local area. I’m reaching out to Canada, to Spain, to Portugal… it gives me a platform to share my music, and allow my music to go further than it would if I was just a local artist with no social media at all.”

Zielke has more than 29,000 followers on Instagram, and Jones has almost 34,000 followers. But Jones and Zielke, who have worked together, said they believe social media should be more about showing everyone who you really are, rather than showing people who you are trying to be. They said they’re aware of the potential for a negative impact.

“I feel like it gives me [the platform] to be a real model, instead of a role model,” Jones said. “I curse; I show the negatives; I show the down moments; I show me at my weakest moments… I think social media’s problem is it gives people an illusion that everything is great. You see the vacation… [and] you just see the picture of the sunset and the beach and stuff.”

“That’s the biggest fight with social media,” Zielke said. “I call it ‘fake flexing’. There are a lot of people out there who fake flex, and find ways to portray themselves as always being happy, always doing something…. they’ll be at home and [they’ll] post a vacation picture to make it look like they are somewhere else.”

Wrestler Sammy Guevara has about 15,000 Instagram followers. He said he does make choices about what to post.

“No one really wants to see the bad stuff,” Guevara said. “I get messages from people who get inspired from my videos. These videos aren’t solely about me. It’s a bigger picture thing… I wouldn’t call it fake energy or whatever, but some stuff is not meant for the camera and some stuff is.”

“I think it’s more important for [posts] to send a real message, and not a fake message,” Jones said. “I think it’s bad for kids to have this cookie cutter image of how life should be. You see this guy and he says all the right things, does all the right moves, with the most beautiful women, always happy… the minute the kid isn’t living [up to the fantasy], [he’ll think] ‘I’m a failure because I’m not like him’.”

Moderator: Tammera Magaña

Producers: Manuel Fuentes and Natalia Vivino

Anchor: Natalie Vivino

Social Media Editor: Mario Saucedo

Reporters: Ahmad Akkaoui, Sandy Chavez, Manuel Fuentes, Tammera Magaña, Mario Saucedo and Natalia Vivino

Nowadays, some young girls are living their lives through their social media pages.

Whether it’s Facebook, Twitter, Snapchat, or Instagram, these teens and pre-teens are updating their pages and hoping they get likes, comments and follows. Sometimes there are great comments, a lot of likes, and thousands of follows, but there may also be bullying and degrading going on.

“Now I think students are getting more savvy with technology,” high school counselor Jessica Estrada said. “And they’re getting more brave, and they’re being meaner, because they’re able to hide behind a screen, [and] say what they want to say.”

Some teens are also relying more heavily on social media to create images of themselves that they may think are the images people want to see, but those images may be based on traditional and limiting stereotypes of women.

“I think that it’s really empowering, on some level, to be able to have the means with which to produce yourself, and distribute yourself to the world,” said CSUN Communication Studies Professor Gina Giotta. “But on the other hand, I think we’ve been compelled to produce ourselves and to author ourselves in ways that are often times consistent with those previous representations that were produced for us by the mass media…We don’t have a lot of other scripts besides those media have offered to us.”

Some educators said social media are also affecting the way young people write.

“A lot of the English teachers in my school are complaining about…text language, [for example] putting LOL [for ‘laugh out loud’], and IKR for ‘I know, right’,” Estrada said. “They’re using little acronyms, [and] we’re supposed to be graduating these kids to be college ready.”

But educators and parents said it may be impossible to take social media away from young people at this point.

“I think they’d eventually learn how to live without it, but it’s such an addiction that I don’t know that [you could abolish it]…I think they’d struggle with that,” Estrada said.

“I’m not a doctor,” Giotta said, “but I do know that people can survive without social media. People did it for centuries, so I think it’s a possibility.”

Moderator: Melanie Rosales

Producers: Angela Bickmann and Marissa Martinez

Anchor: Jesyka Dunn

Social Media Editor: Karin Abcarians

Reporters: Karin Abcarians, Angela Bickmann, Jesyka Dunn, Marissa Martinez and Melanie Rosales

Over the past several months, women and men have been coming forward with their own personal stories of sexual harassment. With the help of social media, #MeToo stories are spreading.

“I think we all are having a moment right now,” CSUN Title IX Coordinator Susan Hua said. “Whether a survivor is male or female, I think people are breaking the silence … You’re seeing sports figures, you’re seeing politicians, and men in powerful positions, being held accountable for sexual harassment and sexual misconduct. I think [#MeToo is] really giving not only a voice through social media and technology and how that’s impacting this movement, but also allowing people who might not have spoken up years ago … to feel like now there’s support for them.”

The #MeToo movement has encouraged many people to speak up about sexual harassment, and that lets even more victims know that they are not alone.

“I talked to several women who had kept information to themselves for 40 or 50 years, but now feel like coming out,” said Betsy Butler, Executive Director of the California Women’s Law Center. “More than that, they’re ready to make change happen, and it starts with policing. So many levels of action need to take place now, and mindsets [need to] change here in this country. It’s a different culture we need to look at.”

Bringing conversations about sexual violence into the mainstream helps remove the stigma for survivors, by showing how sexual harassment has affected the lives of many men and women.

“Part of the oppression of women is that we think we’re alone, and we think that our personal difficulties, or our harassment stories or whatever, are individual, and they never are.” CSUN Gender and Women’s Studies Professor Jennifer Berry said. “I think this is what the MeToo movement has done, is [demonstrate] that you are not alone. Not only are you not alone, we’re building an army.”

Despite the numbers of people coming out with their own personal stories, a lot of victims have not come forward, and Hua said some may not know how to bring grievances or talk about their experiences. She said students and faculty at CSUN are able to report any sexual harassment case through the Title IX Office.

“We have done extensive training, with both our students and employees, making sure that students know who they can go to as confidential resources here on campus,” Hua said. “That’s usually our counselors, our mental health advisors, and our victims advocate on campus…. Knowing the different resources [survivors] can access on campus [helps, and] I think we are seeing an increase of survivors who feel that they are ready to talk about their experiences, and as they are continuing to process their experiences, to get help, and to hold individuals accountable.”

But it still may be hard for some victims to come forward with their story, even if they have the resources and people available to them.

“Some women will never come forward,” Butler said. “You know, a lot of these situations [involve people whom] they know, and so they have to grapple with whether they want to bring it all out in the open. These aren’t generally strangers, particularly on campus, who have assaulted them or harassed them.”

Hua said that students’ cultural backgrounds and legal status can also be a factor.

“CSUN is such a diverse community,” she said, “and we have undocumented students who may not want to go above the radar, even though they have been victimized … Or we have cultural differences, in which someone, for example, from an Asian culture, might feel like [they] can’t talk about it, because that’s airing [their] dirty laundry or bringing shame to [their] family.”

Legal experts said movements like #MeToo are only the beginning, and that much more needs to happen in order to prevent sexual harassment.

“I think we can do better,” Berry said. “I think we can have higher expectations of men; I think we can believe women, and work with young people and care deeply about their lives. I think us older people [need] to remember how young and hopeful we all start out, and keep that hope alive.”

Moderator: Heatherann Wagner

Producer: Haley Spellman

Anchor: Lauren Turner Dunn

Social Media Editors: Cammeron Parrish and Jacob Gonzalez

Reporters: Jacob Gonzalez, Katherine Molina, Cammeron Parrish, Haley Spellman, Lauren Turner Dunn and Heatherann Wagner

Fake news has been on the minds of most adults in America, including President Donald Trump, who recently told Fox News’ Lou Dobbs that he coined the now infamous phrase.

Its existence raises the question, how can people fight it?

Experts say media literacy is the most effective way to combat fake news, and becoming media literate will help everyone, including students, understand the differences between real and fake news. The National Association for Media Literacy Education recently held its third annual Media Literacy Week to raise awareness about the issue.

According to a recent Pew Research Study “nearly two-thirds of U.S. adults (64 percent) say fabricated news stories cause a great deal of confusion about the basic facts of current issues and events. About a third of U.S. adults (32 percent) say they often see made-up political news online, while 39 percent sometimes see such stories, and 26 percent hardly ever or never do.”

Pew Research Center also reports a ten percent increase since 2016 in social media use for people over 50 years old. And the study also saw a ten percent increase in nonwhite social media users. In addition, 45 percent of all Facebook users say they rely solely on the site to deliver their news.

“I think it is less about the mobile devices themselves, and more about how they have changed our culture,” CSUN Communications Studies graduate student Anya Crittention said. “Also, I think [the controversy over fake news] is damaging to journalism itself. While people are now ready to believe fake news, there’s also this increasing cynicism and distrust of the media. And, I think that is also dangerous since the media inherently is meant to be for the people and if we turn our back on them, that’s also dangerous.”

Media historians say social media outlets have allowed for an emergence of more voices, and that makes the news more democratic. And now the news cycle has become 24/7 due to the emergence of digital media technology, and that makes news and information more accessible to more people.

“I think there’s been fake news around for a long time,” CSUN Cinema and Television Arts Professor Anna Marie Piersimoni said. “We just have more of it because we have more of everything, and more voices doing that, but from the early days of yellow journalism, [from] the building of the Hearst Empire to the building of the Murdoch empire, there’s been fake journalism.”

Piersimoni said sensational ‘clickbait’ headlines cause people to jump from one article to the next without taking the time to evaluate the story. And since people are not reading the full story, they are relying only on their own beliefs, and not using the critical and analytical tools of media literacy. These strongly held beliefs and biases create filter bubbles, and limit the amount of information people are exposed to, or willing to read.

“I think that the awareness of your own biases is the only way that you can start to pierce the bubble,”  CSUN Department Chair of Political Science Dr. David Leitch said. “If you don’t know what your preferences are, and if they’re sort of unexamined, unaware, unconsciousness, then you don’t have any strategies for confronting them. And I’ll be an advocate: I will say it’s good to confront your biases, not just because it is healthy and democratic, because it is fun.”

Media literacy experts say it’s important for students to read opinions written by sources they don’t necessarily agree with, and to be exposed to more viewpoints, even if they have to look hard to find them.

“The best thing, I tell my students, is to not only follow the money, but to follow the breadcrumbs,” Piersimoni said. “Especially if you go to Wikipedia. Down at the bottom of the page, check all the little footnotes, and double check, and then cross-reference. It is the best thing that you can do. And then see if you can find the opposite view of what you’re looking at.”

Moderator: Minerva Medrano

Producers: Diego Girgado and Tyler Jones

Anchor: Morgan Ball

Social Media Editors: Joselynn Castro and Shannon Ozburn

Reporters: Morgan Ball, Joselynn Castro, Diego Girgado, Tyler Jones, Minerva Medrano and Shannon Ozburn

Syphilis rates grew more than 18 percent from 2015 to 2016, and 2016 saw the highest number of cases of chlamydia, gonorrhea and syphilis ever.

“In the last 20 years, we have seen an increase, especially in the LBGT community,” said Johnny Cross, a syphilis expert from the Los Angeles LGBT Center. “In 2000, there were under one hundred cases, and since then it’s been rising steadily. As to why? We don’t really have an answer for why.”

Programs promoting STD awareness, prevention and education have made steps in the right direction for the last few decades, but sex education can still be a very controversial topic in public schools.

“We need more education to youth,” Cross said. “We do a lot of educating at the Center, and the main focus is keeping people healthy, and a big part of that is prevention and education. I strongly advocate for education for the youth.”

Syphilis is dangerous because it can transform into more serious conditions like neurosyphilis, which can lead to blindness, severe memory loss and in some cases, death. Neurosyphilis usually takes ten years to develop, and affects around 30 percent of people with syphilis who don’t get treated in time. “There is latency for a while, and [syphilis] usually doesn’t come back,” Cross said, “but if it becomes neurosyphilis, it gets into your spine, your brain and starts doing major damage. It causes dementia, blindness and even death. Which is why it’s so important to do what we do.”

The Los Angeles LGBT Center and the AIDS Healthcare Foundation provide health care options and resources, and they also alert potential contractors of the disease through social media or phone calls.

“We can find people through Facebook,” Cross said,  “and try to match up networks, and friends, and find partners as well.”  The more efficient these centers are at flagging down potential contractors, the quicker they can stop STDs from spreading through networks of sexual partners, but the initial contact can be difficult.

“You might have people who feel it’s a sales call or a prank call,” said Disease Intervention Specialist Keyari Badon, from the AIDS Healthcare Foundation. “But I really try to be assertive, because if I’m calling, I want to be friendly and provide good customer service to you, but at the same time I am calling about a serious issue.”

Because of the stigma around sexually transmitted diseases and infections, sometimes people do not want to get tested. But with the emergence of this potentially deadly disease, the best thing to do is get tested if any symptoms appear.

“No one wants an STD,” Cross said, “but it comes with the territory, and really the best thing is to be tested and move on from it. The stigma attached does a lot of harm, and if we can find a way to remove that we can get more people tested.”

Moderator: Nathan Hoffman

Producers: Breanna Burnette and Star Harvey

Anchor: Shuandy Herrera

Social Media Editors: Tephanie Martinez and Jennifer Montiel

Reporters: Breanna Burnette, Max Goen, Star Harvey, Shuandy Herrera, Nathan Hoffman, Tephanie Martinez and Jennifer Montiel

While many consider climate change to be the most important issue of our time, not everyone agrees. Although former President Obama took an active role on the international scene to attempt to curb climate change when he signed last year’s Paris Agreement, President Trump’s actions during his first 40 days in office may signal a shift in U.S. policy, both domestically and abroad. And, according to a Gallup poll taken during last year’s elections, climate change failed to rank as a top issue among Democrat and Republican-leaning voters.

Despite this, California has implemented its own plan to combat climate change. The Associated Students at California State University, Northridge have as well. A new campus Sustainability Center is currently under construction and is scheduled to open in May 2017. With the opening of the center, CSUN could be considered a leader in sustainability efforts.

“It’s going to be the most innovative building on our campus, as well as in the CSU at this point,” said CSUN Director of Sustainability and Energy Austin Eriksson. “It’ll be the first building with composting toilets. It has the first grey water system on campus, so water that’s used in sinks will be used outside of the building for irrigation.”

The center will house CSUN’s Institute for Sustainability. Here, students will be able to find studies on sustainability, informational flyers, and even volunteer opportunities. The A.S. Recycling Center will also be located at the new Sustainability Center.

“It was recognized that there’s a lot of different groups on campus, and we all have the same goals to promote sustainability on campus and educate our students,” said Darien Siguenza,  Chair of the Associated Students Committee on Sustainability. “I think it’s going to be really awesome to have everyone under the same roof; and just to be able to have that collaboration and that same space, I think is going to be very beneficial for the future.”

With the new Sustainability Center, Associated Students and CSUN’s Institute for Sustainability hope to expand upon their current educational efforts and resources. However, while they recognize the importance of their recycling programs on campus, and acknowledge they can be improved with better signage, they want others to know this is only a small part of what should be done. They say other things like waste prevention and energy efficiency are more important. The manner in which the Sustainability Center will be powered reflects this belief. Since it will generate all of the energy it will use, it will be a net-zero energy building.

The campus community as a whole has welcomed and supported sustainability efforts at CSUN. Professor Loraine Lundquist, a physics and mathematics lecturer at the CSUN Institute for Sustainability, said this support is in stark contrast to the lack of support among the nation’s current political leaders.

“Over 12,000 papers have been published on the topic, and 97 percent of those papers agree with the consensus that first of all, our globe is getting warmer, and second of all, that we are the ones causing it,” she said. “But that is not the perception in the country right now, and that really does change our politics. There’s a lot of politicians that themselves have that skepticism, and it’s made it very hard to implement solutions, because a lot of the most important solutions are policy solutions.”

Moderator: Rosa Rodriguez

Producer: Arianna Takis

Anchor: Adam Hajost

Social Media Editors: Luzita Pineda and Lexi Wilson

Reporters: Jose Duran, Adam Hajost, Luzita Pineda, Rosa Rodriguez, Arianna Takis and Lexi Wilson

Recently, social media have started setting a high beauty standard for both men and women.

Billions of dollars are spent annually on beauty products in this country, and a  study done by a British makeup company found that 68 percent of employers say they would not want to hire women who don’t wear make up.

“One’s sense of self-esteem is hit hard when one feels as though he or she doesn’t measure up to the classic image of the media,” psychologist Yvonne Thomas said.

“The media’s job is to tell a story, ” said Gender and Women’s Studies Professor Shira Brown, Director of the Women’s Research and Resource Center. “The story being told portrays a false sense of image for the average person, especially young boys and girls, whether it’s on television, magazines or the radio…Unfortunately the story being told is [of] a particular body or hair type, which puts pressure on society’s body image.”

The Internet has become the go-to way for finding information. Many people go online to do research about health and beauty, and find the same unrealistic standards of beauty there that they would in traditional media. Experts said those standards have an impact on individuals.

“I got a lot of doors shut on me, and that really actually lowered my self-esteem and I did get anorexia,” said social media model Magi Tcherno. She said she didn’t feel beautiful until she under went a breast augmentation. Tcherno jumpstarted her own modeling career by representing herself online after she was rejected by modeling agencies who told her she wasn’t good enough. It was at that point, she said, that she became more determined and developed the self-confidence to build her own modeling career.

Dove, a personal care products manufacturer owned by Unilever, has built a marketing strategy around increased self-esteem for men and women, partly by showing many different body types and standards in their advertising.

“I believe that good things come when you show diversity in body type; good things come when you show diversity in skin color and height,” Brown said.

Moderator: Delmy Moran

Anchor: Brittni Perez

Producer: Celene Zavala

Social Media Editors:  Jordan Williams

Reporters: Delmy Moran, Brittni Perez, Kiesha Phillips, Daniel Saad, Jordan Williams and Celene Zavala

Moderator – Scott Sanders

Anchor – Gabrielle Ortega

Producer – Danielle Pendleton

Social Media Editors – Sophie Ashley and Alexandra Chidbachian

Reporters – Sophie Ashley, Alexandra Chidbachian, Gabrielle Ortega, Danielle Pendleton, Scott Sanders and Joshua Spidel