Critical evaluation of coca colas corporate communication strategy - Free Essay Example

Sample details Pages: 9 Words: 2733 Downloads: 2 Date added: 2017/06/26 Category Statistics Essay Did you like this example? 1. INTRODUCTION Communication is the medium through which companies both large and small access the vital resources they need to operate (van Riel 1995). Without effective and integrated communication systems an organization will be unable to develop an appropriate structure for its corporate communication strategy. Given that its corporate communication entails selectively communicating the organizations views and objectives to its stakeholders (whom it relies on for the success of its business), it can therefore be described as a key management strategy. This report will critically assess Coca Colas Corporate Communication strategy through the evaluation of communication frameworks and models. It will look at the internal structure of Coca-Colas organization and how the company utilises corporate communication strategies to both epitomize their corporate identity to stakeholders and improve their reputation. It also looks at the corporate ethics and culture of the company and the impact of Corporate Communication management on the organisation Don’t waste time! Our writers will create an original "Critical evaluation of coca colas corporate communication strategy" essay for you Create order 1.1 Background Information The Coca-Cola Company: Coca-Cola was invented on May 8, 1886, in Atlanta, Georgia by Dr. John Stith Pemberton. It was first offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water. Coca-Cola was then patented in 1887, when another Atlanta pharmacist and businessman, Asa Candler bought the formula for Coca Cola from inventor John Pemberton for $2,300. It was registered as a trademark in 1893 and by 1895 it was being sold in every state and territory in the United States. By the late 1890s, Coca Cola was one of Americas most popular fountain drinks, largely due to Candlers aggressive marketing of the product. With Asa Candler, now at the helm, the Coca Cola Company increased syrup sales by over 4000% between 1890 and 1900. In 1899, The Coca-Cola Company began franchised bottling operations in the United States. Today the Coca-Cola Company operates in more than 200 countries and markets nearly 500 brands and 3,000 beverage products. The company employs over 92,400 associates worldwide and has a consumer serving (per day) of nearly 1.6 billion, with a net operating revenue of over $31.9billion (as of December 31, 2008). Throughout the world today, no other product is as immediately recognizable by its brand as Coca-Cola. (www.thecoca-colacompany.com.html, 2009) 2. CORPORATE COMMUNICATION Corporate refers to complete, entire or total entities of the organization, while communication means to impart, share or make common. Therefore, corporate communication can be defined as a total communication of the organization or integrating different messages of organizations under one banner (Christensen et al. 2007). Van Riel and C. Fombrun (2006, p.25), cite Jacksons (1987) definition of corporate communication as the total communication activity generated by a company to achieve its planned objectives. That total communication represents all the different forms of communication that is occurring within the organization, including marketing, managerial and organizational interaction. An organisation such as Coca-Colas corporate communication strategy plays an important role in aiding stakeholders understanding of the organization and communicating the organizations identity. Corporate communication within an organization is essential for the implementation of strategic objectives, build brand and reputation and thereby create economic value. It is therefore a set of activities involved in managing and orchestrating all internal and external communications aimed at creating favourable starting points with stakeholders on whom the companies depend (Fombrun and van Riel 2006). Freemans (1984, p. 46) stakeholder approach defines stakeholders as: any group or individual who can affect or is affected by the achievement of the firms objectives. The stakeholders of The Coca-Cola Company (see Figure 3 below), include: consumers, customers, suppliers, employees, government and regulators, NGOs The local communities Strong centralized functions with direct connection to the Chief Executive Officer (CEO) is the best way for a company to ensure the success of its corporate communication function. (Argenti, 1998). This was evident in Coca-Cola Company, under the leadership of the former CEO Douglas Ivester whose highly formalized, centralized organizational structure, with clear hierarchy of authority and a mechanistic management process has helped maintain control and drive aggressive marketing and expansion plans. This management structure was criticized by the external communities, claiming that the companys perspective was too global and ignored the local communities. Under the direction of the companys new CEO, Coca-Cola began decentralizing some of its activities in order to become more localized. Increased horizontal communication is now occurring within the organization. Sutherland and Canwell (2004, p.130) define horizontal communication as informal communication between peers or colleagues on the same level of the organizational structure. Coke immediately began realizing economies of scale and scope, as well as low-cost production from a globalization strategy that enables product design, manufacturing and marketing to be standardized throughout the world. Corporate communication if strategically implemented within an organisation helps build favourable corporate reputation, which in turn is influenced by corporate identity, behaviour, symbolism and has an impact on organizational performance (van Riel and Balmer, 1997). According to Argenti (1998) corporate communication model below (Figure 2), an organization communicates to its stakeholders through messages and images, who then respond by associating themselves with that particular organization. It affects the perceptions of stakeholders about the organizations prospects and so influences the resources that would be available to them (Fombrun and van Riel, 2006). Image, Identity and Reputation, Crisis Management, Community Relations and Corporate Ethics, Employee Relations and Human Resource Management (HRM) are all essential functions of an organization that depend on effective corporate communication to be successfully implemented. 2.1 Image, identity and reputation Corporate identity is the reality and uniqueness of an organization, which is integrally related to its external and internal image and reputation according to Gray and Balmer (1998), and is a means to achieve a competitive advantage (Schmidt, 1995), while the Image of a company is the reflection of the organizations reality. It is the corporation as seen through the eyes of its stakeholders (Argenti, 1998). Corporate image has 3 dimensions: Relational dimension relationship the company has with the government, the local community and its employees; Management dimension what the corporate goals, decision-making processes, knowledge management and understanding of company objectives; Product dimension product endorsement and support, competitive advantage and promotional distinctiveness. Coca-Colas corporate communication strategy within the company includes conducting stakeholder analysis to understand their individual stakeholders needs and attitudes. This involved a series of focus groups with consumers aged 18 and over and with employees of the Coca-Cola Company. It also included interviews with customers, non-governmental organizations and the media. The consistent use of the colours red and white, the lettering and the model-wave over time is an integral part of the companys corporate visual identity and is important to all stakeholder groups. If managed effectively corporate reputation can be a valuable asset that makes an organization more resilient in todays competitive environment. Corporate reputation is influenced by the way in which the company projects its image via behaviour, communication and symbolism (Gotsi and Wilson, 2001, p. 30).It is a multi-stakeholder construct that can be used to measure how effective an organizations communication system is (Fombrun and van Riel, 2006). When information that stakeholders need to make a decision about a company is insufficient, they will sometimes turn to the reputation of that company to seal the decision. 2.2 Crisis management and culture According to Jones (2000), a good reputation acts as a buffer to companies in times of crisis. After over 200 people, including school children reported feeling unwell in 1999; Coca-Cola was forced to issue recall of its soft drinks in countries in Western Europe including Belgium, France, the Netherlands and Luxembourg (Taylor, 2000). Taylor (2000) explained in his case study that a companys public relations and communication strategy should be executed on a global scale. He did this using Hofstedes (1980) theory of cultural dimension, which explained how values are influenced by culture in differing nations. Taylor (2000) proposed that in countries with high uncertainty avoidance and high power distance, citizens reacted more strongly to this tainting crisis, by forcing the government to place bans on the sale of Coca-Cola related products, while the governments of countries with low uncertainty avoidance and low power distance did not really react to the crisis. Culture management was also needed to accurately understand the environment they were embarking on. Cultureconsists in those patterns relative to behaviour and the products of human action which may be inherited, that is, passed on from generation to generation independently of the biological genes (Parson, 1949 p. 8). Under the guidance of the new CEO, the company adopted a think local, act local approach to marketing, which highlighted the importance of addressing the cultural needs of customers in the local market. Daft maintained the view that although Coca-Cola is a global brand, customers do not drink Coca-Cola globally. As a result, Coca-Cola has been adopting a localized strategy in marketing, advertising, and public relations by carrying out extensive stakeholder analysis as seen in Figure 3. The company also adopted a risk management approach that includes financial, operational, social, environmental and ethical considerations and are of the view that by identifying these risks and the potential consequences they could have on the business, they can proactively focus on these areas and identify ways to more effectively manage their impact on their operations. 2.3 Community relations and corporate ethics Coca-Cola is now working to become a model citizen by reaching out to local communities and getting involved in civic and charitable activities. Like reputation, corporate ethics and relationship with the external stakeholders is very important for building a positive image. Coca-Colas social responsibility and corporate ethics helps build company integrity. In 1960, Keith Davis suggested that corporate social responsibility refers to business decisions and actions taken for reasons at least partially beyond the firms direct economic or technical interest. Stakeholder management is important here as it reconciles the companys objectives with the claims and expectations being made by them of various stakeholder groups. 2.4 Employee relations and Human Resource Management Human Resource Management (HRM) is one of the most important forms of management within an organization and effective communication is essential for HRM to be successful. HRM is as defined by Bratton and Gold (1999): that part of the management process that specializes in the management of people in work organizations. HRM emphasizes that employees are critical to achieving sustainable competitive advantage, that human resources practices need to be integrated with the corporate strategy, and that human resource specialists help organizational controllers to meet both efficiency and equity objectives. The Coca-Cola Company links employee (internal) communications and employee relations and believe that they are integral components needed for the success of the organization. Employee Relations, according to Heery and Noon (2001), involves the body of work concerned with maintaining employer-employee relationships that contribute to satisfactory productivity, motivation, and morale. Essentially, Employee Relations is concerned with preventing and resolving problems involving individuals, which arise out of or affect work situations. The employees are the most valued internal stakeholders, as they communicate the product to the companys external stakeholders. Internal Corporate Communication falls under the organizational management department, as seen in van Riel (1995) model of integrated corporate communication. It is defined, according to Welch and Jackson (2007) as communication between an organisations strategic managers and its internal stakeholders, [in the case of Coca-Cola , its employees] designed to promote commitment to the organisation; a sense of belonging to it; awareness of its changing environment and understanding of its evolving aims. The Coca-Cola Company follows a similar structure regarding internal communication as depicted in Welch and Jacksons (2007) model (Figure 2). Within the company, corporate messages relayed directly to employees aid in reinforcing employee commitment towards the overall organizational objectives. On the same level, direct communication between managers and their employees helps create a sense of belonging to the organization. This sense of belonging then motivates employees to promote awareness and understanding of the corporate brand to the external stakeholders. Guest (1990), in his approach to strategic HRM draws on the Harvard model (proposed by Beer et al., 1984), which was associated with the softer side HRM and the Michigan model (proposed by Fombrun, Tichy and Devanna, 1984), which proposes the hard HRM approach. Hard HRM see human resources as mainly a factor of production, an expense of doing business rather than the only resource capable of turning inanimate factors of production in to wealth. In contrast, soft HRM places an emphasis on human side of things. The soft model focuses on treating employees as valued assets and a source of competitive advantage through their commitment, adaptability and high quality skill and performance (Legge, 1995). The Coca-Cola Company incorporates both hard HRM and soft HRM within their organization reflected in the Choice Model adapted by Analoui (2002, p. 30). This model depicts a more holistic approach to HRM as seen in Figure 5 below. The Input Stage of HRM policies and frameworks This model represents the communication strategy with emphasis on HRM, being used by global organizations like Cola-Cola. It explains how the input stages of HRM policies are formulated at senior management levels based on the knowledge and information attained from internal, personal and external sources. These policies are then passed on to the functional and line management level where they are implemented, and finally ends at an output level that affects the individual, organisation and society bringing about, improved performance and effectiveness and quality of work life. This model proves effective as it takes into consideration the culture of the organization, as well as individual and stakeholders perception of the company and can be interpreted on an international basis for a company such as Coca-Cola. CONCLUSION This report critically reviews the corporate communication strategies being utilized within the Coca-Cola Company. It reflects on the nature, scope and focus of corporate communication, with emphasis on Human Resource Management and Employee Relations. It describes how corporate communication is essential for corporate image, identity and reputation to be understood by stakeholders. It explained how under the corporate communication strategy, Cola-Cola is able to formulate a more holistic approach to HR management, linking the needs of the internal stakeholders with those of its external stakeholders to achieve a more effective organization. Finally it concludes that company performance and efficiency is linked to the corporate communication strategy of an organization and how successful its implementation is. Bibliography Analoui, F (2002) The Changing Patterns of HRM. UK: Ashgate. Argenti, P.A. (1998) Corporate Communication. 2nd ed. Boston, MA: Irwin McGraw-Hill. Beer, M. et al. (1984) Managing human assets. New York: The Free Press Bratton, J. and Gold, J. (1999) Human Resource Management: Theory and Practice. 2nd ed. London: MacMillan Press. Christensen, L.T., Cornelissen, J.P. and Morsing, M. (2007) Corporate communications and its receptions: a comment on Llewellyn and Harrison. Human Relations Journal, Vol. 60 (4), p.653-661. Cornelissen, J.P. (2008) Corporate Communication: A Guide to Theory and Practice. 2nd ed. London: Sage Publications Ltd. Davis, K. (1960) Can business afford to ignore its social responsibility? California Managements Review, Vol. 2 (3), p. 70-76. Freeman, R.E. (1984) Strategic Management: AStakeholder ApproachBoston, MA: Pitman Fombrun, C.J. and Riel, C.B.M. van (2006) Essentials of Corporate Communications: Implementing practices for effective reputation management. Dawsonera [Online]. Available at https://dawsonera.com [Accessed: 08 November 2009]. Fombrun, C.J et al. (1984) Strategic Human Resource Management. New York: John Wiley Gotsi, M and Wilson, A. (2001) Corporate reputation: seeking a definition. Corporate Communications: An International Journal, Vol. 6 (1), p. 24-30. Gray, E.R. and Balmer, J.M.T. (1998) Managing Corporate Image and Corporate Reputation. Long Range Planning. Vol. 31 (5), p. 685-692 Guest, D. E. (1990) Human resource management and the American dream. Journal of Management Studies, Vol. 27 (4), p. 377-397. Heery, E and Noon, M. (2001) A Dictionary of Human Relations. Oxford: Oxford University Press. Jones, M.H. (2000) Reputation as reservoir. Corporate Reputation Review, Vol. 3(1), p. 21-29. Legge, K. (1995) Human Resource Management: Rhetorics and Realities, Basingstoke: Macmillan. Oliver, S. (1997) Corporate Communication: Principles, Technique and Strategies. London: Kogan Page. Parson, T. (1949)Essays in Sociological Theory: pure and applied.New York: Free Press. Riel, C.B.M. van (1995) Principles of Corporate communication. London: Prentice Hall. Riel, C.B.M. van and Balmer, J.M.T. (1997) Corporate identity: the concept, its measurement and management. European Journal of Marketing, Vol. 31 (5), p.340-355. Schmidt, K. (1995) The Quest for Corporate Identity. London: Cassell Sutherland, J. and Canwell, D. (2004) Key Concepts in Human Resource Management. New York: Palgrave Macmillan. Taylor, M. (2000) Cultural variance as a challenge to global public relations: a case study of Coca-Cola tainting scare in Western Europe. Public Relations Review, Vol. 26, p. 277-293. Welch, M. and Jackson, P.R. (2007) Rethinking internal communication: a stakeholder approach. Corporate Communications: An International Journal, Vol. 12(2) p. 177-198. https://www.cokecorporateresponsibility.co.uk/index.html (2009) [Online]. [Accessed: 27 October 2009] https://www.thecoca-colacompany.com.html (2009) [Online]. [Accessed: 15 October 2009]

Business Ethics Ethical And Socially Responsible Behaviors

In past years, organizations believed business ethics was only a way of managing compliance of legal principles and adherence to internal regulations and policies. Today the situation is different. Attention to business ethics is on the rise and many companies realize that in order to succeed, they must earn the respect and trust of their employees and clients. Presently organizations are being pushed to better their business performance to stress legal, ethical and socially responsible behaviors. Organizations are held responsible for their actions as demand grows for higher standards of social responsible behavior. With that being said, what are some of the ethical responsibilities companies have with their employees, and why are they†¦show more content†¦Organizations should conduct themselves towards their employees in a way that their policies and regulations adhere to legal standards; this is so employees know that all of their basic legal rights are and will be pro tected as stated by federal and state law. When an organization is truthful to their employees, the employees will become aware of their actions and act in a positive way towards the organization and therefore will work towards maximizing productivity, maximizing profit and boosting employee morale. An organization should measure the success of their ethical policies by acknowledging that they have done everything according to the law, the benefit of the organization and the success and happiness of their employees. In my opinion, the major ethical obligations companies have with employees is that of the Equal Employment Opportunity The U.S. Equal Employment Opportunity Commission (EEOC) is responsible for enforcing federal laws that make it illegal to discriminate against a job applicant or an employee because of the person s race, color, religion, sex (including pregnancy), national origin, age (40 or older), disability or genetic information. It is also illegal to discriminate against a person because the person complained about discrimination, filed a charge of discrimination, or participated in an employment discrimination investigation or lawsuit.

West Civ Assignment free essay sample

Essay Assignment In the 18th century, only 8% of the French population were part of the bourgeoisie, in which people are better off economically, are educated, are talented, and well informed. Unfortunately, ?tine and Marguerite Ouellettes family were part of the social class that formed the majority of the population, the peasants. Both lovers were born in Laces, northern France during the second half of the 18th century. Their lives were greatly influenced by major political ideas and revolutions such as he Enlightenment, which culminated with The French Revolution. Did these events improve their lives? Not necessarily. Yet, ?Elisabeth, their only daughter, managed to live the life of a bourgeois in the 19th century. Laces, located on Frances eastern border and on the west bank of the upper Rhine, was the fifth smallest of the 27 regions of France and hometown of ?tine Ouellettes and his family. ?tine was the descendant of a line of hard working farmers who struggled to survive like most peasants of Laces. The farm was passed from generation to generation in the Ouellettes family and provided employment to fellow villagers who were in need of food or money to pay feudal taxes or land rents. ?tine, the oldest of his 4 siblings, had more responsibilities in the maintenance of the farm after the death of his father in 1762 during the Seven Years War. At only 12 years old, ?tine had the knowledge of fertilization, planting, and harvesting while attending a catholic school at the same time. The Ouellettes farm was known for producing products such as beards, corn, wheat, cabbage and most notably potatoes, which consisted of the main diet of the poor during this era. After many years of hard labor, ?tine struggled to support his needy family due to the insufficient amount of sales. Alsatians were paying taxes from the Old Regime, rather than saving their families from starvation. Peasants were unable to fight the political system of France, which was centered around absolutism. They had no political power, no privileges, and no rights! The Ouellettes lived in poverty and survived off their savings. ?dentines mother was slowly dying and his siblings were on the pursuit of a better life outside of Laces. As for Tontine, he decided to keep the family business running and was convinced that life in France would eventually get better. He then inherited the small cottage and the farm. Life was a constant struggle for ?tine by the age of 27. However, Marguerite, a young and attractive French schoolgirl from the catholic school of Laces, was his sunshine during his misfortune. At a public dance, also called an assembly, when Marguerite didnt have any chaperon, Tontine approached her on her way back home with French sabot and baggy ragged trousers covered in mud. He asked her to be his lady tort the dance and she gladly accept e d the invitation. Within a tee minutes, boot ?tine and Marguerite knew they were made for each other. ?tine had put on his only chemise covered with ruffles on the chest, an elegant doublet, leggings, and a nice pair of shined shoes to impress his love. The dance had already started and Marguerite was nowhere to be found in the room. Tontine was worried that she might have gone with someone else, or she may have forgotten the invitation, until she saw her coming down the stairs with her bright blue eyes and curly blond hair. Marguerite was wearing a beige lawn robe embroidered with stripes and sprigs of go roses, closed-front bodice panels with a drawstring to her neck, and a Ana blue purse for the finishing touch. As ?tine laid eyes on her from the other side of the room, he knew she was the one. From there on, the couple lived together in Dentines small cottage and decided to get married Just a few weeks later. ?tine didnt have enough money to support both of their lives, so Marguerite asked for financial help from her parents who worked in the textile industry who worked in the weaving process. The amount was enough to provide sufficient financial security for marriage s well as to support themselves and their future children. Tontine and Marguerite Ouellettes got married in 1787, the same year the First Assembly of Notables met. The wedding took place behind their small cottage, and was a public event. Given the harsh conditions of life, a wedding provided a treasured moment of feasting, dancing and revelry for the peasants,(556). The couple, now married and with a better financial security, was now able to found a family. Just a year later, Marguerite gave birth in their own household with the aid of an successes on a parturition chair. Amelia, born in 1788, was her name. The parents were filled with Joy within the first few months, until they noticed that the newborn was frequently having diarrhea. Amelia died from dehydration brought by diarrhea and due to the limited medical knowledge and techniques during the second half of the 18th century. After Amelias tragic death, Tontine and Marguerite decided to only have another child until better medical knowledge in society. Following the death of their infant, the parents tried desperately to forget about the devastating event by putting their energy into the farm, while spending some leisure time together. The farm became successful with the consumer revolution. Goods increased in number and variety, which led to the growth in consumption during the second half of the 18th century. As for releasing their anger after their daughters death, ?tine and Marguerite took part in religious celebrations such as the carnival. Drinks were poured, and dancing was performed by the peasants who were dressed as noble men and women. It was on the 5th of May, 1789 when Louis XVI summoned the estates-generals for its first meeting since 1614. The French Revolution would affect the small town of Laces once France establishes a first constitutional monarchy; a radical republic, and a new empire led by the famous Napoleon Bonaparte. ?tine and Marguerite were now part of the third estate. Being part of the third estate meant that they had neither power nor the right to speak due to absolutism, and that they had taxes to pay. With the new reform, Tontine and Marguerite were in deep financial difficulties with the economical collapse, which led to an inflation of prices of goods. It certainly was a bad timing with the arrival of their second child, ?Elisabeth, during the Napoleonic RA. Unable to provide for their newborn girl, it was in great dismay that the parents decided to travel to the city and disposed to their baby in a tingling none so that ?Elisabeth could live a better life. Being taken care of by a wet nurse, which was a widespread business in the eighteenth century, conducted within the framework of the putting-out system(559), ?Elisabeth managed to get adopted by a rich and educated family of bourgeois who were unable to have a child. ?tine and Marguerite hit by crisis back in Laces, were in the middle of the peasants rebellion against the king during The Great Fear in the summer of 1789. The feudal system and absolutism were abolished by 1791, which was the beginning of the Rights of Man and great news for the married couple that were slowly losing hope. As life in France was improving, Marguerite gave birth to Joseph who was her last child. Unfortunately, only three years later, Joseph was introduced to Repertoires Reign of Terror from 1793 to 1794 where thousands of people are killed in the name of the Revolution. It is in 1812, after a strenuous life filled with disappointment, that ?tine Ouellettes offered from a heart attack and died at the age of 62 years old. The same year Napoleon decided to invade Russia who had allied itself with England. Marguerite, now alone with her 21 years old boy, decided to get remarried to GÂ ©award Charlatan, a textile worker. Hearing the news, Joseph left Laces in discontentment and anger towards his mom and has contact with her. Joseph, who never had the opportunity to go to school, had developed labor skills while working with his dad on the farm. Such experience gave him the benefit of obtaining a Job during the industrial revolution in the 19th century. The pressure to produce more goods for a growing market was directly related to the first decisive breakthrough of the Industrial Revolution (617) and France quickly became a technology driven economy with the rise of the factory system. However, the working environment was unsanitary, dangerous and mostly oppressive for workers such as Joseph. The youngest of the Ouellettes family would work around 13 hours a day, 6 days a week to earn a minimal salary. Meanwhile, ?Elisabeth, now 23 years old and part of the bourgeois, had successfully graduated from school and married a rich lawyer. Unlike her family, ?Elisabeth managed to live a wealthy and prosperous life by owning a house and avoiding debt. It is in the year 1839 when Marguerite Ouellettes, wife and mother of three children, died of age. She and her husband were unfortunately born peasant and depressant. ?Elisabeth and Joseph never even heard the news of the death of their mother. She wasnt the only one to have died however. Only 32 years later, both ?Elisabeth and Joseph died. Joseph, with the harsh work conditions during the industrial revolution, died from tuberculosis, the number one transmitted killer disease during the industrial revolution. As for ?Elisabeth, she died from typhus. Nevertheless, ?Elisabeth managed living a happy, wealthy and prosperous life besides a wealthy family of bourgeois.

Latin music free essay sample

Allendale I am a big lover of music. I listen to it all day all night. I can t say that I have got only one favorite genre, I like everything. However, the most preferable one is dance music, especially Latin music. First of all, I would like to say a few words about Latin music itself. Latin music is a popular art form developed in various Latin American countries, mainly Cuba, and is unique for the type of rhythmic structures It builds upon. It is vocal and instrumental music, originally derived from African religious ironies, however viewed today primarily as dance music.Its strongest characteristic Is its rhythm. It Is traditionally played by native percussion and string Instruments, namely the timbales, congas, bongo, guitar, and the tress (nine-string Cuban guitar). Over time, the Plano replaced the guitar as the choral Instrument, while the bass, woodwinds, trumpets and trombones were added to play melodies and riffs (repetitions of sound). We will write a custom essay sample on Latin music or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Latin music Is mainly defined by four elements: Music style, geography, cultural background of the artist, and language.Music style Includes genres such salsa, Backchat, Alan Pop and Regional Mexican music. For the most part, geography refers to Latin America and the Iberian Peninsula. The cultural background includes artists from Latin America or artists with a Latin (Europeanization (US) background. Language refers to Spanish and Portuguese. These four elements interact in different ways and very often a combination of only two or three of these elements is enough to place a given production into the Latin music genre.Famous Latin music artists include legendary singers, songwriters and Caucasians such as Julio Gallerias, Vaccine Fernando, Celia Cruz, Acetate Evolve, La Sonora Ponca, Selene and Los Tigress del Norte, as well as contemporary megastars like Shakier, Called 13, Man, Prince Royce, Junes, Don Omar and Juan Luis Gouger. Now I d like to say about samba music. Samba Rhythm and Music Samba music, with its distinctive rhythm, is highlighted by original Brazilian musical instruments, including the tambourine, Calhoun, record-record and cabala. Samba is danced to music with a tempo of about 100 beats per minute.The fast and energetic withy of Samba music encourages spontaneous dancing, such as in the streets during a Carnival celebration. Finally, this kind of music makes me feel alive. It lifts my mood when I am down. The fast rhythm of the songs makes my head nod up and down and my feet stomp all around the place. Dance music makes me happier even If l m already happy, and may be even makes me want to get up and dance no matter where I am or who Is watching. Countries, mainly Cuba, and is unique for the type of rhythmic structures it builds characteristic is its rhythm.It is traditionally played by native percussion and string instruments, namely the timbales, congas, bongo, guitar, and the tress (nine-string Cuban guitar). Over time, the piano replaced the guitar as the choral instrument, and riffs (repetitions of sound). Latin music is mainly defined by four elements: includes genres such salsa, Backchat, Latin Pop and Regional Mexican music. For (Europe)/Latino (US) background. Language refers to Spanish and Portuguese. These if I m already happy, and may be even makes me want to get up and dance no matter where I am or who is watching.