Advertising and contemporary culture Research Paper

Advertising and contemporary culture - Research Paper Example Advertising also involves a sponsor who is the person who pays for the advertisement. All of these factors work together in an attempt to sell a product, service or concept to a target population through branding. Branding is described as forming an image associated with a certain product in the mind of the consumer. It involves gender studies, semiotics and effective mediums of advertising. Contemporary culture refers to the existence of different genres of something within the same frame of time. When we talk of contemporary culture, we talk about the different ethnicities, religions, societies and economies that exist today. With the world growing smaller due to increased mediums of communication, it seems that the advertiser’s job would be easier. However, it has gotten all the more difficult since not only has the market become more competitive but finances have become limited and while sponsors ask for maximum cost efficiency, designing campaigns that are targeted yet ef fective has become a challenge. Mass campaigns are cost effective but the message might be suitable for one market and outright offensive for the other. Thus, advertising’s relation with contemporary culture has never been as important as it is now. ... sion campaigns as well as new media which have not only pushed the advertisers to come up with new ideas but also increase budgets so that maximum number and types of medium can be used. These include covert advertising which overlaps with branding, mobile bill boards, ads on facebook and twitter, polls, consumer generated-advertising and celebrity branding. digital branding seems to be quite effective across all ages and is widely used in sport events, shopping malls and restaurants (Aimdigitalvisions.com) For example, Tom Cruise is seen using a Nokia phone and wearing a Bulgari watch in the movie Minority Report. This is an example of covert advertisement that was aimed at movie audiences which were predominantly under 35. Similarly, popup, advergaming and emails are also a popular medium of advertisement among the younger lot. The effectiveness of a medium of communication is not just measured by the age of a target audience. It has a lot to do with the size of an audience as well . Crowdsourcing is a very popular approach when the target audience is huge, the ad is supposed to be ‘most-buzzed-about’ (Elliott) and has to be reached within limited finances. Google, Hershey’s, Microsoft and Mini Cooper have adopted this approach. Global advertising is aimed at a much larger audience with a view to expand globally. For this reason, advertisers rely on advertising researches, look for ideas that have the potential to travel (Global Marketing Management) and increase the companies’ pace of implementation. The most important factor in such campaigns is to give an image of one voice. The advertisement campaign of IBM is a clear example of this. Another aspect of advertising industry’s relationship with contemporary culture is based on how it affects genders. Not

Sales Management Essay Example | Topics and Well Written Essays - 1250 words - 3

Sales Management - Essay Example ales representative, it is importance for a sales manager to take note of the situation and take charge in order to avoid losing customers simply because of a sales representative’s behavior. (Churchill, 2000). There are some basic steps that the sales manager can take in order to convert the sales person’s behavior from inacceptable to acceptable. (Johnston, Churchill, Marshall, Ford, Walker, 2005). Some of such steps are discussed below. The first and the foremost concern of a sales manager should be to understand what a sales representative’s actual problem is. (Forsyth, 2002). He should investigate to know why the sales person is behaving in that particular way. He should talk to the sales rep in detail in order to understand the underlying causes of his behavior. (Churchill, 2000). These causes might be psychological (e.g. inferiority complex, frustration, prejudices and biases based on cultural, ethnic, racial, national, religious or other differences, etc.), emotional, or some other causes (e.g. if the employee has a grudge against a particular customer, or the customer’s attitude towards the sales rep is inappropriate, etc.) (Hughes, McKee, Singler, 1999). Once the sales manager has a good knowledge of the sales person’s problems, he can sit with the sales rep and try to work out an appropriate solution. (Schwartz, 2006). For example, if the sales person has lack of motivation, the sales manager can help him boost his morale through various motivational exercises and techniques. (Spiro, 2003). Or if the sales person has time management issues, he should try and instill such qualities in him. The manager should try and convince the sales person that the customer is the king and even if the customer is wrong, the sales person should be polite with him and should extend respect towards the customer at all times. (Honeycutt, Ford, Simintiras, 2003). The manager needs to empathetic and polite while discussing the issue with the sales rep so that his

Royal Proclamation of 1763 Impact

Royal Proclamation of 1763 Impact Discuss: How Royal Proclamation of 1763 played a bigger role in developing a multicultural society in Canada? To discuss this topic, first we need to understand what Royal Proclamation of 1763 was and how it helped to shape the multiculturalism and diversity in Canada. With the end of the war with France, Britain tried to extend its control over the colonies of North America. Treaty of Paris of 1763 ended the hostility between British Empire and France. By the end of the war Britain had emerged to be more powerful. After the defeat of the French and their Indian allies by Britain, all the land came under the direct control of British Empire. Britain was victorious, but a lot of money was spend on this war and claimed many lives. In order to gain the complete control over the land and to avoid the further conflicts with the Native people, King George III declared The Royal Proclamation of 1763. Under this proclamation no colonial settlers were allowed to cross the Appalachians Mountains into the Indian Territory. It also stated that Indians wont be bothered on the Western side of the mountains and all settlers will remain strictly on Eastern side. Those settlers who have already settled on Western side were ordered to move back to safety on Eastern side. In order to keep the new borders safe Britain deployed additional troops in these areas. The Native Americans who were living in the Great Lakes region didnt like British very much, because before this they were dealing with the France and were in a very good relationship with them. The French had created a gift culture and British crushed it immediately after winning the war. This dislike for British, broke a rebellion in 1763 known as Pontiacs rebellion. This rebellion was led by Obwandiyag who was the leader of Aboriginal Nations. Obwandiyag was famously known as Pontiac hence the name of this revolution. Under this Proclamation Royal British Empire labelled and marked the land. All the land that was on the West of the eastern Continental Divide, along the Appalachians Mountains became Indian Reserve. There was this royal monopoly under which no more sale of Native American land was allowed. This also restricted the deals of Colonies with Native Americans. Now all the deals had to go through the British Royals. The Colonist, on other hand, felt that they also lost their autonomy and self-rule under this Royal Proclamation which later turned into another revolution. The Proclamation of 1763 can be summed up into four main points: It was labeling of the land. It drew an imaginary line along the Appalachian Mountains and marked the new line of control. Colonists were not allowed to settle on the west side of this line. People that already were living there were supposed to move towards to east. The land for Native American was defined (Indian Reserve). This control line and labeling of the land acted like a buffer zone for the Britain. It settled the conflicts of the Native Americans and Colonies, but it was costing a great fortune. Effects: It was making colonist angry, as they were losing autonomy / self-rule. It was one of the main causes of American Revolution of 1775. There was a lack of proper administration of the new land. Many Native Americans and indigenous people in Canada -the First Nations attribute their right of autonomy to this proclamation. Section 25 of the Canadian Charter of Rights and Freedoms, actually points out Proclamation of 1763. Indian Trade and Intercourse Act of 1790 also put a ban on trading and settlement in Native American lands. Role of Proclamation of 1763 in developing a multicultural society in Canada Proclamation of 1763 is considered the basis of the legislative policies of Canadian constitution that guarantees that all the citizens are equal. Multiculturalism and diversity which are the basic strength of this country are also the direct result of this Royal Proclamation. This was the first time that Aboriginal rights were reserved with respect to their land. Multicultural Nations and tribes of Indians were protected under the law. Many people from time to time have proclaimed that the Royal Proclamation was of no legal importance to elaborate the Aboriginal rights. However, in 1973 Supreme Court Judge Emmett Hall ruled it out. He maintained that the Nisgaa Nation has territorial rights and the British Columbia falls under the Royal Proclamation. This judgment made it firm that large area of land of Canada which includes Yukon, parts of Quebec, the Eastern Arctic and Maritime Provinces fall under this Royal Proclamation. So according to me the Royal Proclamation of 1763 has played a bigger role to shape the present day diversity of this nation, which is its strength. It paved the way for many nations to settle down under one law in harmony with peace, love and respect.

Japan On Its Way To Be The Worlds Largest Economy Essay -- essays rese

Japan On Its Way To Be The World's Largest Economy Japan has performed a miracle. The country's economic performance following its crushing defeat in World War II is nothing short of astounding. The economic expansion of Japan is second to none. All of the elements are in place for Japan to continue increasing its share of the world's wealth as America's gradually declines. The country is on track to becoming the world's largest economy. How did Japan do it? There are many theories and studies that have traced the Japanese miracle without success. The answer to the mystery can be found by examining Japan's culture, education, and employment system. Japan's success is not just a case of good technique and technology in business, but a real recognition and development of the necessary human skills. A better understanding of the Japanese society provides the framework to understanding the workings of Japanese business (and possibly the Japanese mind.) The ways of the Japanese provide a foundation for their economic adaptability in modern times. Japan is a culture where human relations and preservation of harmony are the most important elements in society. "It is their sense of identity and destiny which gives their industrial machine its effectiveness."1 "Among the Japanese, there exists an instinctive respect for institutions and government, for the rules of etiquette and service, for social functions and their rituals of business. Japan is a traditionally crowded island, the people are forced to share the limited space with each other and to live in harmony.. The Japanese are very protective of their culture. They are very conservative to outside intrusion. Their distinctive ways are a source of pride and national strength."2 Japan's striving for purity is very different form a North American idea of open doors and diversity as strength. Japan is relatively closed to immigration to outside countries. However, this feeling of superiority does not stop them from being careful. "This is probably because the Japanese know their economic house is on shaky ground, literally. Japan is eternally at nature's mercy, vulnerable to the sea that surrounds it, to earthquakes of the soil beneath it and a real shortage of raw materials, particularly food and fuel."3 A period of extended isolation could be disast... ...e power of the Japanese. Is it an economic slump when "in the first four years of this decade, Japanese exports soared by 32 percent, the yen rose 27 percent, and Japanese employers created 3.2 million new jobs. Japan is not crumbling, it has now surpassed the U.S. to become the world's largest manufacturing economy and is ready to claim the lion's share of the world's growth."23 Attacks on Japan's ways are countless. Obviously there are many problems with the way they run their country. Yet, no one can ignore the economic success that Japan has had. The roots of the success can be traced back to the skills developed through culture and education, and the healthy attitudes developed by the Japanese employment system. The Western world could learn much from what makes the Japanese successful in business. It is not just a case of adopting Japanese techniques and technology but of recognizing and developing the necessary human skills. The East has borrowed heavily from the West in improving its business performance; the West could also take note of the lessons of Japanese history and culture and consider applying them in its own organizations.

Safeguarding Children

Unit TDA 2. 2: Safeguarding the welfare of children and young people – Task 2 2. 4: Describe the actions to take in respond to emergency situations, including Fires, Security Incidents and Missing children or young people. Fire and other emergencies Buildings need to be evacuated quickly in the event of a fire, gas leak or bomb scare. There will be clear procedures on how to do this in our school/nursery. These procedures must be displayed in each area of the school/nursery, giving information on: ? how to raise the alarm in the event of a fire, gas leak or bomb scare ? hat to do if you hear the fire alarm ? the route you should take – including a plan of the route from each room or area in the school ? the nearest assembly point – for example, in a playground. Registers should be available so staff can make a check that all children are safely out of the building. Information should also be given on what not to do, such as: ? not collecting or allowing children to collect personal belongings or put on coats ? not re-entering the building until you have been informed that it is safe to do so.As a teaching or learning support assistant, we may work in different areas of the school/nursery, so it is important that we know the different routes from each area that we work in. We should be given regular opportunities to practice evacuating groups of children from the building safely. This will give us more confidence in escorting the children safely and calmly. Security Security should be in place which minimizes the risks to children. We must know what these are and ensure that we follow the procedures at all times. These procedures will include: ? signing-in procedures/visitor badges security locks on doors ? procedures for collection of younger pupils ? registration. All visitors to the school/nursery should be identified by badges. If we are unsure about someone we see, we always should report our concern to someone higher up. When children are missing Security procedures should minimize the risks of children going missing from school, so it is essential that we follow school/nursery guidelines. We may be asked to accompany children on school visits and to supervise a group. Staff should make regular checks that all children are present.Some schools require children to wear fluorescent jackets or caps of the same color, so they can be easily spotted. If children are missing, staff must take action immediately by: ? reporting to the teacher responsible ? ensuring that other children are present and safe – checking the register ? checking all areas of the school or grounds ? informing the child’s parents ? informing the police. http://www. pearsonschoolsandfecolleges. co. uk/FEAndVocational/Childcare/NVQSVQCYPW/NVQSVQSupportingTeachingandLearning/Samples/Level2STaLISsamplematerial/Level2SupportingTeachingandLearninginSchoolsUnitTDA22samplematerial. pdf

An Alarming Portrait of the Nuclear Power in the World

Unfortunately, even if someone could wave a magic wand that causes all of the nuclear weapons on earth to disappear, many believe that due to the depletion of natural resources, the earth would still be in danger of catastrophe, and humankind in danger of extinction. Jonathan Schell's book â€Å"Fate of the Earth† is an alarming portrait of the nuclear power in the world. Since the end of World War II, nuclear arms have kept the world's population in a state of constant concern that â€Å"something† could happen, whether by design or accident. As tensions continue to build throughout the Middle East, particularly between India and Pakistan, and more recently the nuclear potential of North Korea and China, the nuclear arms race may have subsided between the United States and Russia however, it is still alive and thriving around the globe. As Schell writes, â€Å"These bombs were built as weapons for war but their significance greatly transcends war and all its causes and outcomes†¦ They grew out of history, yet they threaten to end history† (Schell 3). The potential for nuclear war seems to increase daily as more countries seek to obtain the ultimate weapon of power, the â€Å"Rolls Royce† of combat, the ability to destroy thousands of lives in a flash. Yet with that flash, comes not only the possibility but the probability of more flashes resulting in incalculable damage to life and the earth itself. Schell writes that nuclear weapons â€Å"are a pit into which the whole world can fall – a nemesis of all human intentions, actions and hopes† (Schell 3). Yet, many believe that the earth's future is in peril even without the threat of nuclear wars. They believe that the impact of man upon the environment and the planet's natural resources threatens the earth and humankind as greatly as any nuclear war. Within recent decades, many environmental indicators have moved outside the range in which they have varied for the past half-million years (Wallstrom pp). According to a 2004 article in the International Herald Tribune, â€Å"We are altering our life support system and potentially pushing the planet into a far less hospitable state† and if policies cannot be developed to cope with the â€Å"uncertainty, complexity and magnitude of global change, the consequences for society may be huge† (Wallstrom pp). Although there has been much progress during the last century, such as the eradication of major diseases along with increased life expectancy and standards of living for many, the global population has tripled since 1930 to more than six billion and shows signs of continue growth, and moreover, the global economy has increased more than 15-fold since 1950 (Wallstrom pp). This progress has led to a wide-ranging impact on the environment as human activities have begun to significantly affect the planet and how it functions (Wallstrom pp). Atmospheric composition, land cover, marine ecosystems, coastal zones, freshwater systems and global biological diversity have all been substantially affected,† however, it is the magnitude and rate of this human-driven change that are most alarming (Wallstrom pp). The increase in atmospheric carbon dioxide due to human activity is nearly 100 parts per million and still growing (Wallstrom pp). This is already equal to the entire range experienced between an ice age and a warm period such as today and it has occurred at least ten times faster than any natural increase in the last half-million years (Wallstrom pp). Moreover, human influence extends beyond atmospheric carbon dioxide levels and increases in global mean temperature (Wallstrom pp). During the 1990's, the average area of humid tropical forest cleared yearly was equivalent to roughly half the area of England, and at current extinction rates, humans â€Å"may well be on the way to the Earth's sixth great extinction event† (Wallstrom pp). The Earth is a well-connected system, thus, carbon dioxide emitted in one country rapidly mixes throughout the atmosphere, and pollutants released into the ocean in one location are transported to distant parts of the planet (Wallstrom pp). The impacts of global change are complex, since they combine with local and regional environmental stresses in unexpected ways (Wallstrom pp). For example, coral reefs are now under additional pressure from changing carbonate chemistry in ocean surface waters, a result of the increase in atmospheric carbon dioxide (Wallstrom pp). Moreover, the wildfires that hit Europe, Canada, California and Australia in 2003 were the result of many factors, such as land management, ignition sources and extreme local weather (Wallstrom pp). However, prevailing warm and dry conditions, most likely linked to climate change, amplified fire intensity and extent (Wallstrom pp). Due to poor access to fresh water, more than two billion people now live under what experts call â€Å"sever water stress,† and with population growth and economic expansion, this number is expected to double by 2025 (Wallstrom pp). Biodiversity losses, currently driven by habitat destruction associated with land-cover change, will be further exacerbated by future climate change. Beyond 2050, rapid regional climate change, as would be caused by changes in ocean circulation in the North Atlantic, and irreversible changes, such as the melting of the Greenland ice sheet and the accompanying rise in sea levels of 6 meters, or 20 feet, could have huge economic and societal consequences (Wallstrom pp). Past geological records indicate that never before has the Earth experience the current â€Å"suite† of simultaneous changes and many feel that humans are sailing into â€Å"planetary terra incognita† (Wallstrom pp). According to a 1999 article from Cornell University, â€Å"because population growth can not continue indefinitely, society can either voluntarily control its numbers or let natural forces such as disease, malnutrition, and other disasters limit human numbers† (Pimentel pp). Human population, especially in urban areas, together with the increasing food, water, air, and soil pollution by pathogenic organisms and chemicals, are causing a rapid increase in the prevalence of disease and human deaths (Pimentel pp). Due to current food shortages, more than 3 billion people are malnourished worldwide, the largest number and proportion ever, and according to the World Health Organization, an estimated 40,000 children die each day due to malnutrition and other diseases (Pimentel pp). Humans are responsible for fifty-five percent of all available water run-off (Myers pp). Moreover, greater amounts of nitrogen and phosphorus are mobilized by humans in the form of crop fertilizer than by natural processes, and humans harvest an amount of ocean fish that reflects fully one third of phytoplankton productivity in temperate continental shelves (Myers pp). A NASA study released in April 2005, has revealed the heat exchange between the Earth and space is seriously out of balance, leading researchers to call it the â€Å"smoking gun† discovery that validates forecasts of global warming (Hanley pp). According to computer models of climate change, the global temperatures will rise 1 degree Fahrenheit this century, â€Å"even if greenhouse gases are capped tomorrow† (Hanley pp). And if carbon dioxide and other heat-trapping emissions continue to grow, things could spin â€Å"out of our control† especially as ocean levels rise from melting Greenland and Antarctic ice sheets (Hanley pp). James Hansen of NASA said the research shows that â€Å"for every square meter of surface area, the planet is absorbing almost one watt more of the sun's energy than it is radiating back to space as heat – a historically large imbalance† (Hanley pp). According to a Stanford University study release May 16, 2005, the first signs of spring are appearing earlier each year: robins are arriving several days earlier, woodpeckers are laying their eggs a week earlier, and Washington's cherry trees bloom a month earlier than they did fifty years ago (Borenstein pp). The study says that man-made global warming is clearly to blame, and means that the global environment is changing so fast that the slow evolutionary process of species adaptation cannot keep up (Borenstein pp).

Questions you most wanted to ask about tree planting and need immediately

Questions you most wanted to ask about tree planting and need immediately Planting a tree can have tremendous influences on communities. Tree planting improves our environment. Planting a tree can add to our incomes and decrease energy costs. To plant a tree can enhance our quality of life and improve our health. I cant think of many things that touch us so completely as does planting a tree. My point is, we need trees to be planted! Q: How do you plant a seedling or sapling?A: There are actually two major methods of tree planting. One is planting a tree with an intact root ball. The trees can either be bound by fabric and string or potted in a plastic container. These trees are designed to plant...read more. Q: When is the season for planting trees?A: Bare-root tree planting is done during dormant winter months, most often after December 15th but before March 31st. Q: Do I really need to mulch my new tree?A: New seedlings and saplings need plenty of moisture. Lack of water is the main cause of severe stress to newly planted trees. Mulch is a trees best friend. Q: How do I know I am ready to plant a tree?A: Are you prepared to plant and rear a healthy tree? Take this tree wellness quiz to see just how prepared you are to successfully raise a healthy tree...read more. Q: Where can I buy trees to plant?A: Trees can be purchased in most states at private, industry and government nurseries. You need to check with your state forester for specific sources suited for your planting area...read more. Q: Where can I buy tree planting equipment?A: Before you begin a big planting job you need to purchase the right planting equipment. Using proper equipment correctly will insure proper planting and will be easier on the planter...read more. Q: Where should you plant a seedling or sapling?A:Use common sense when planting a tree. If the tree is expected to grow tall or expand widely give it the room it needs for future growth. Understanding species moisture, light and soil needs is extremely important. Q: What are root balled tree saplings?A:Root balled saplings are usually older than two to three year-old seedlings and are dug from commercial or government nursery plots. They are delivered individually with roots covered by an earth ball enclosing. Q: What are bare-root tree seedlings?A: Bare-root seedlings are usually two to three-year-old trees and lifted from commercial or government nursery beds. They are delivered in bulk with roots covered in only a very moist medium or slurry. Q: How many trees are planted in the United States?A: Hundreds of nurseries in the United States grow over 1.5 billion trees annually, which reforests nearly three million acres. This number represents over six trees.

Ranking and Social Inequality

Ranking and Social Inequality Ranking is a characteristic of complex societies in which different persons within a society have different quantities or qualities of power, rights and responsibilities. As societies grow in complexity, different tasks are assigned to specific people, called craft specialization. Sometimes specialization leads to status changes. The study of ranking and social inequality in archaeology is based on the anthropological and economic studies of Elman Service (Primitive Social Organization, 1962) and Morton Fried (Evolution of Political Societies, 1967). Service and Fried argued that there are two ways in which ranking of people in a society is arrived at: achieved and ascribed status. Achieved status results from being a warrior, artisan, shaman, or other useful profession or talent. and ascribed status (inherited from a parent or other relative). Ascribed status is based on kinship, which as a form of social organization ties the status of an individual within a group to descent, such as dynastic kings or hereditary rulers. Ranking and Archaeology In egalitarian societies, goods and services are spread relatively evenly among the population. High-ranking individuals in a community can be identified archaeologically by studying human burials, where differences in grave contents, the health of an individual or his or her diet can be examined. Ranking can also be established by the difference sizes of houses, the locations within a community, or the distribution of luxury or status items within a community. Sources for Ranking This glossary entry is a part of the About.com Guide to the Characteristics of Ancient Civilizations, and part of the Dictionary of Archaeology. A fairly brief bibliography of ranking and social stratification has been collected for this entry.

Definition of Gothic Literature

Definition of Gothic Literature In the most general terms,  Ã¢â‚¬â€¹Gothic literature can be defined as writing that employs dark and picturesque scenery, startling and melodramatic narrative devices, and an overall atmosphere of exoticism, mystery, fear, and dread. Often, a Gothic novel or story will revolve around a large, ancient house that conceals a terrible secret or that serves as the refuge of an especially frightening and threatening character. Despite the fairly common use of this bleak motif, Gothic writers have also used supernatural elements, touches of romance, well-known historical characters, and travel and adventure narratives to entertain their readers. The type is a subgenre of Romantic literature- thats Romantic the period, not romance novels with breathless lovers with wind-swept hair on their paperback covers- and much fiction today stems from it. Development of the Genre Gothic literature developed during the Romantic period in Britain; the first mention of Gothic, as pertaining to literature, was in the subtitle of Horace Walpoles 1765 story The Castle of Otranto: A Gothic Story which, the British Library says, was meant by the author as a subtle joke. When he used the word it meant something like ‘barbarous,’ as well as ‘deriving from the Middle Ages.’ In the book, its purported that the story was an ancient one, then recently discovered. But thats just part of the tale. The supernatural elements in the story, though, launched a whole new genre, which took off in Europe. Then Americas Edgar Allen Poe got a hold of it in the mid-1800s and succeeded like no one else. In Gothic literature, he found a place to explore psychological trauma, the evils of man, and mental illness. Any modern-day zombie story, detective story, or Stephen King novel owes a debt to Poe. There may have been successful Gothic writers before and after him, but no one perfected the genre quite like Poe. Major Gothic Writers A few of the most influential and popular 18th-century Gothic writers were Horace Walpole (The Castle of Otranto, 1765), Ann Radcliffe (Mysteries of Udolpho, 1794), Matthew Lewis  (The Monk,  1796), and Charles Brockden Brown (Wieland, 1798). The genre continued to command a large readership well into the 19th century, first as Romantic authors such as Sir Walter Scott (â€Å"The Tapestried Chamber, 1829) adopted Gothic conventions, then later as Victorian writers such as Robert Louis Stevenson (The Strange Case of Dr. Jekyll and Mr. Hyde, 1886) and Bram Stoker (Dracula, 1897) incorporated Gothic motifs in their stories of horror and suspense. Elements of Gothic fiction are prevalent in several of the acknowledged classics of 19th-century literature, including Mary Shelleys Frankenstein (1818), Nathaniel Hawthornes The House of the Seven Gables (1851), Charlotte Brontà «s Jane Eyre (1847), Victor Hugos The Hunchback of Notre Dame (1831 in French), and many of the tales written by Edgar Allan Poe (â€Å"The Murders in the Rue Morgue,† 1841; The Tell-Tale Heart, 1843). Similarities With Gothic Architecture   There are important, though not always consistent, connections between Gothic literature and Gothic architecture. Gothic structures, with their abundant carvings, crevices, and shadows, can conjure an aura of mystery and darkness and often served as appropriate settings in Gothic literature for the mood conjured up there. Gothic writers tended to cultivate those emotional effects in their works, and some of the authors even dabbled in architecture. Horace Walpole also designed a whimsical, castle-like Gothic residence called Strawberry Hill. Influence on Todays Fiction Today, Gothic literature has been replaced by ghost and horror stories, detective fiction, suspense and thriller novels, and other contemporary forms that emphasize mystery, shock, and sensation. While each of these types is (at least loosely) indebted to Gothic fiction, the Gothic genre was also appropriated and reworked by novelists and poets who, on the whole, cannot be strictly classified as Gothic writers. In the novel Northanger Abbey, Jane Austen affectionately showcased the misconceptions and immaturities that could be produced by misreading Gothic literature. In experimental narratives such The Sound and the Fury and Absalom, Absalom! William Faulkner transplanted Gothic preoccupations- threatening mansions, family secrets, doomed romance- to the American South. And in his multigenerational chronicle One Hundred Years of Solitude, Gabriel Garcà ­a Mrquez constructs a violent, dreamlike narrative around a family house that takes on a dark life of its own.

Infection Prevention and Control Case Study Example | Topics and Well Written Essays - 1500 words

Infection Prevention and Control - Case Study Example 3) Collected data indicates the propagation. The epidemic curve shows continuous exposure that is much pronounced after the lunch hour and ends the following day according to the collected data. According to the determined incubation period, the exposure is prolonged thus other victims display symptoms at a later time compared to the others. Complaint of the obvious symptoms of infection appears in the afternoon and evening. However, further analysis of the situation is vital to draw the precise conclusion about the causative agent. 4) The case presented by the data qualifies to be an epidemic. It is a condition that involves a large group of people who are subjected to the pathological agent. Noticeable symptoms among affected individuals indicate they are suffering from the same thing or rather infected by bacteria or rather an agent. Every individual in the camp had the same complaints that clearly indicate the source of the problem is among the food consumed. Furthermore, it occurs within a short period and affects almost the whole population in an unusual way thus qualifies to be termed as an epidemic. According to statistics on data relating to the whole population, there is no connection between gender and illness. The high percentage of male individuals showing symptoms of the illness is due to the general high population of male soldiers compared to the female soldiers. Also, the odds ratio adds emphasis on the proportionality aspect of the data. A high population of the men means that they were exposed more to the causative agent compared to the females thus the high number of male individuals showing high levels of illness. Statistics on age distribution and infection indicate that there is no connection between illness and age of the individuals. People aged between 19 and 23 form the highest percentage of individuals. Therefore, exposure rate of the young individuals is high compared to the other age groups. Further proof of the preceded conclusion is taking a look at the age group 29-32.

Should Disabled Children Be Mainstreamed In Public Schools Essay

Should Disabled Children Be Mainstreamed In Public Schools - Essay Example From this study it is clear that the supporters of mainstreaming argue that all special children have an equal right to the opportunity of social inclusion. The opponents of mainstreaming do not disagree; no rational minded person can deny the rights of social inclusion of disabled children. But the question is: does mainstreaming ensure social inclusion of the disabled children? The answer is unfortunately, in the negative. In a book titled: ‘Alone in the mainstream: A deaf woman remembers public school’, Olivia shares her experiences as a deaf student in a mainstream environment.. Olivia has shared her experiences of the painful social isolation she felt while being mainstreamed in a school where she was the only deaf child and how the environment and being different from other children made her feel like a solitaire. ‘I was alone among so many people because they were not like me’. The main principle underlying mainstream is social inclusion; what’ s the point in it if the mainstreamed children despite being a part of it, remain isolated in the normal environment? This study outlines that the advocators of mainstreaming also claim that disabled children can be taught is regular public classrooms. This is also not as simple as it appears. The success of a special child in a regular environment depend upon two main factors, one: the type and extent of disability and second is the attitude of teachers. Children with physical handicaps are usually a bit more accepted by regular children and teachers as compared to those who are mentally handicapped.

Marketing of TelePacific Communications Case Study

Marketing of TelePacific Communications - Case Study Example It is evidently clear from the discussion that financial strength is one of the prime constraints of TelePacific which restricted them to promote the company across the world. Therefore, e-marketing will be an effective promotional tool to develop awareness among the people of the world. Moreover, the award received in 2010 has enabled the company to increase its annual revenue by 13% each year. Managing customers efficiently is an important competency of an organization dealing in the service sector. Maintaining long-term relationships with the existing customers and developing unique strategies will enable the company to retain and to attract new clients. Involving customers in planning future strategies of the company will influence them in maintaining long-term relationships with the organization. Moreover, employee satisfaction is also an important factor which should be dealt sophistically. The employees are the core communicators who interact with the customers. Thus, job sati sfaction and continued training programs are essential for enhancing the relationship among the customers and the organization. Managing the Customer Relationship TelePacific is renowned for providing excellent services to its customers along with quality network coverage. In order to measure the performances of their employees the company has implemented various metrics which create accountability and visibility across the organization. The metrics are reviewed every week on an organizational level discussing relevant issues and developing customer experiences through their services. One of the core commitments of the company is to enhance the relationship with the existing customers and to introduce innovative products for attracting new customers. Thus, Customer Relationship Management (CRM) is an effective tool for maintaining long-term relationships with individual customers. The strategies of CRM help create new and shared value for individual customers that leads to building preferences for the organization ultimately generating appropriate outcomes related to business results (TelePacific Communications, 2012) . The company enables customers for communicating with the top level management by providing them direct phone numbers regarding any issue. In addition, TelePacific can invite ideas from customers for jointly planning and developing values distinct to the class of customer. Furthermore, the management can collaborate with the distribution channels for enhancing individual customer satisfaction. Integrating customers’ suggestion into their technologies will develop their participation and involvement with the company. Moreover, e-marketing is growing rapidly as a competent tool for promoting a company and its products. Various strategies are being employed by organizations to attract the attention of the customers in order to promote their unique products and services offered. Social networking sites are quite common these days to promote c ompany’s products. The use of social networking sites has developed immensely among the younger generations and corporate. Therefore, generating awareness of the services offered by TelePacific through Facebook or Twitter will attract new customers. Furthermore, it gives the company an opportunity to interact directly with the individual customers and identify the common desires and evolving trends.  

Business Research Analysis Essay Example | Topics and Well Written Essays - 3000 words

Business Research Analysis - Essay Example TBS might get sentiment from undergraduate understudies who have as of late finished their first back of study at TBS, and consistent with examination the gathered information, the report will indicate some quality and shortcoming of the Safety Bus and give some recommendation for the Safety Office. Part One will give a discriminating assessment of survey by consolidating it with significant writing survey. Therewithal, it will indicate up to assess the structure, address spill out of area to segment, address substance and sorts and supporting directions for the potential respondents, additionally the technique for information accumulation (postal/online) and the utilization of impetuses in questionnaire. Part Two will dissect the gathered information utilizing and portray the particulars of the discoveries and give related inference to the Safety Office. Evaluation of the questionnaire   All respondents may as well be given the same survey and reaction classifications, paying litt le attention to frequency. While one might gather that this guideline needs questions, classes, directions, and so forth, to be indistinguishable crosswise over frequency, this supposition ends up being not plausible or alluring. Repetition reiteration might bring about cumbersome and challenging to regulate instruments that are unrealistic to attain predictable reaction information. Rather, the significance and expectation of the inquiry and reaction choices must be constant. In certain cases, questions or directions require to be adjusted so they might be conveyed to, went to, and comprehended by respondents the same route in distinctive frequency. The objective is that instruments gather identical informative content despite mode. By equal, we imply that the same respondent might give the same substantive answer to an inquiry paying little mind to the mode of management. The before mentioned guidelines apply the standard of Universal Presentation to nine major parts of instrument plan: inquiry wording and guidelines, illustrations, reaction classes, organizing of answer spaces, image based outline components, inquiry request and assembling, cheat sheets, and prompts and help. The before mentioned are scenarios in which a change in the inquiry wording, request, directions, alternately different characteristics is vital for operational explanations, or preferred jelly the inquiry over might asking precisely the same address in an indistinguishable path in diverse frequency. Case in point, it is not sensible or reasonable to need that very long records of reaction classes or samples be rehashed precisely as worded for each individual in many millions of U.S. family units by instantly prepared registration enumerators. Prove from conduct coding in statistics tests demonstrates that enumerators don't read long records of reaction classifications. The before mentioned guidelines attempt to set onward a practical desire of field usage and endeavour to permit enoug h adaptability to allow infrastructure of overall composed instruments that adventure the points of interest of a specific mode while upholding

Trust and Equity Essay Example | Topics and Well Written Essays - 1000 words

Trust and Equity - Essay Example Even if the parties mentioned the word trust when transfer the properties to another, the court still needs to look into the true intentions of the parties. For the trust to be valid, the full intentions of the parties should be clearly stated in the trust agreement (see Re Adams and the Kensington Vestry (1884)2. The absence of a clear showing of the true intentions of the parties will negate the validity of the trust. In the case at bar, Sedwick merely told his wife that he is transferring the money to her account in case something goes wrong. The words in case something goes wrong is so vague and there is really no clear showing what Sedwick really wants his wife to with the money. According to the case of Knight v Knight (1840)3, for a valid trust to ensue, mandatory words has to be given directing the trustee as to what to do with the properties entrusted to it. In the case at bar, since there was no clear showing as to what is the true intention of the parties involved, the bequest of the money can arguably be construed as a form of gift (see Milroy v Lord (1862)4. Given these circumstances, the wife can assert her right over the property. On the other hand, Sedwick may still be able to recover the property by claiming that the bequest was incomplete (Jones v Locke (1865)5. According to the court in the case of Milroy v Lord (1862)6, it is necessary for the original owner of the property to perform all acts within his or her powers to divest him/herself of his/her rights over the property or money for the gift to be deemed as complete. The facts of the case show that the creation of the trust is valid. The three requisites of the validity of a trust according to the Knight v Knight (1840)7 are fulfilled. Note that the intention of the parties is clear (Midland Bank v Wyatte (1995)8, the subject matter of the trust is well established (Palmer v Simmonds (1854)9; Boyce v Boyce (1849)10 and the objects of the trust can be clearly determined (Morice v

History and Imagination in Daniel's Richter's Facing East from Italian Essay

History and Imagination in Daniel's Richter's Facing East from Italian Country - Essay Example The book surpasses the narrow confinements of the academic study and depicts the Eastern and Western perspective of historical developments in early Native America from an instrumentalist point of view. Richter’s study also centres on the creation of histories and their construction as part of a transcontinental discourse. In the words of the author, the main purpose of the book is to â€Å"hear Native voices when they emerge from the surviving documents, to capture something about how the past might have been if we could observe it from Indian country† (9). In the following chapters, Richter achieves his purpose. History is personified and imagined through the accounts of the Native Americans. Organized in six chapters, the study reveals the evolution of the relations between the settlers and the Native Americans. The structure successfully captures the psychology behind this evolution and chronologically depicts its stages. Initially the image of the settlers is imagi ned by the Native people, as a distant, non-tangible world. Richter describes the materialization of this world and the gradual establishment of social dynamics, which Indians and settlers shared. The natives started to make use of the new tools and guns in order to improve their crafts, and as a result commerce began to prosper. Also, the redistribution of economic resources is a result of the innovation brought by the settlers (52-80). What makes Richter’s method interesting and authentic is its ‘double’ (his)tory-telling. He accounts for the perspective of the Westerners, as well as the perspective of the Native people, whose historical articulation of the same occurrences has been different. A good example is the story of Pokahontas in Chapter 3, where the opposing interpretations of the Natives and the settlers are discussed (Richter 69-110). In the final chapters Richter observes the tensions between the Natives and the settlers, which have been accumulated in two separate historic creations – the world of the Indians and the world of the settlers. The most challenging concepts of the book are presented probably in the last chapter, which describes the clash between the Indian and the White ethnic identities. The Indian identity exists as an oppositional element in a world, already dominated by the settlers. In this sense Richter’s observation offers a historically sensitive and instrumentalist reading of one of the most disputed passages in American history. Perhaps his greatest contribution in this study is his ability to make the reader visualize historical events, and to question their depiction in conventional academic literature and fiction. Part II Seeing history from different perspectives is more than a projection of the past – it is a condition for understanding why the present looks the way it does. In this sense, retelling American history through the eyes of the Native people is important for understa nding it not only as a mixture of flat events, but as part of a broader historical tendency. By seeing history through the prism of the Native people, we gain a different perspective on their attempts to adapt their system of beliefs, social traditions and customs to the growing patterns of dominance, which were being established by the settlers. Richter raises this peculiar topic of adjustability in his observation

Trust and Equity Essay Example | Topics and Well Written Essays - 1000 words

Trust and Equity - Essay Example Even if the parties mentioned the word trust when transfer the properties to another, the court still needs to look into the true intentions of the parties. For the trust to be valid, the full intentions of the parties should be clearly stated in the trust agreement (see Re Adams and the Kensington Vestry (1884)2. The absence of a clear showing of the true intentions of the parties will negate the validity of the trust. In the case at bar, Sedwick merely told his wife that he is transferring the money to her account in case something goes wrong. The words in case something goes wrong is so vague and there is really no clear showing what Sedwick really wants his wife to with the money. According to the case of Knight v Knight (1840)3, for a valid trust to ensue, mandatory words has to be given directing the trustee as to what to do with the properties entrusted to it. In the case at bar, since there was no clear showing as to what is the true intention of the parties involved, the bequest of the money can arguably be construed as a form of gift (see Milroy v Lord (1862)4. Given these circumstances, the wife can assert her right over the property. On the other hand, Sedwick may still be able to recover the property by claiming that the bequest was incomplete (Jones v Locke (1865)5. According to the court in the case of Milroy v Lord (1862)6, it is necessary for the original owner of the property to perform all acts within his or her powers to divest him/herself of his/her rights over the property or money for the gift to be deemed as complete. The facts of the case show that the creation of the trust is valid. The three requisites of the validity of a trust according to the Knight v Knight (1840)7 are fulfilled. Note that the intention of the parties is clear (Midland Bank v Wyatte (1995)8, the subject matter of the trust is well established (Palmer v Simmonds (1854)9; Boyce v Boyce (1849)10 and the objects of the trust can be clearly determined (Morice v

Richards Soliloquies Essay Example for Free

Richards Soliloquies Essay i)Identify the context for each ii)Analyze the language of each and its meaning iii)Consider what insights they give into Richard’s character, emotions and thinking at the time iv)Discuss how the soliloquies help structure the play and are used to create dramatic interest 1. The opening soliloquy: â€Å"Now is the winter of our discontent† 1. 1. 1-41 The opening soliloquy involves of Richard contemplating the end of the civil war, and the change from warfare to peace. This soliloquy is important to the rest of the play as it shows Richard’s true character – malicious, deformed and cunning. It helps set up the dramatic irony for the rest of Richard’s encounters, because as Richard ‘acts’ we see him for who he truly is. The language that Richard uses is clever, sarcastic and determined. His second line, ‘made glorious summer by this son of York’ is a play on words of Edward being the ‘son’ of York and the ‘sun’ of the glorious summer. From this first line the audience is immediately able to tell that Richard is witty, and clever with the way in which he speaks and phrases his words. He continues on to talk about the King in a somewhat sardonic manner, bringing attention to his ‘sportive tricks’ and amorous pleasures. Richard continues, objecting to himself that ‘since I cannot prove a lover’ he reveals that he is ‘determined to prove a villain’. This quote foreshadows how the rest of the play will pan out, and how Richard is depicted throughout. The most important thing in this quote however, is that this quote shows a logical decision in which Richard has made – therefore his malignity is motiveless. He chooses to be evil, and his only excuse for it is that he is unfortunately deformed. The brings the next point. In his soliloquy, Richard also draws on self-deprecation, he describes to us his deformities in the most gruesome way. This immediately gives the audience prejudice against him. â€Å"Cheated of feature by dissembling nature / Deformed, unfinished, sent before my time / into this breathing world scarce half made up / And that so lamely unfashionable / That dogs bark at me as I half by them. † The audience ultimately feels pity for him, however when its is made clear that Richard has thought about his premeditated strategems, the audience is aware of his duplicitous nature. 2. â€Å"He cannot live† soliloquy: 1. 1. 146-163 Act 1 scene 1 closes with Richards’ second soliloquy. Although it is fairly short, Richard hopes for Clarence to die before Edward does. He also reveals his plans to ‘woo’ Lady Anne, from the House of Warwick. The audience truly sees the full revelation of Richard’s wickedness, as he claims to have killed Lady Anne’s father and husband in the war that has just passed and yet he still wants to seduce her. However this sickening twist makes sense to Richard, as he wants to woo her so that the House of Lancaster don’t turn on him in the future. The concept of ‘keeping your enemies close for political gain’ comes across through Richard’s actions. Richard uses the strange yet humourous words to describe what the world will be like when he is King. He says, â€Å"Which done, God take King Edward to his mercy / And leave the world for me to bustle in! † The word bustle seems quite merry, and this reflects on how Richard has no grief or anguish to his brothers’ deaths – he merely wants them dead so that he is able to enjoy the world. The last line Richard says â€Å"When they are gone, then must I count my gains. † Richard is talking about his brothers Clarence and Edward, and the foreshadowing of their deaths closes the scene. This soliloquy allows the audience to realize and prepare ourselves for what Richard has in mind. He confirms that both his brothers will die – Clarence because of him and Edward because of sickness. The audience realizes that Richard is truly going to go through with his premeditated strategems, and this is only the beginning, however his downfall is also inevitable and anticipated. 3. â€Å"Was ever woman†¦wooed† soliloquy: 1. 2. 231-67 This soliloquy is a perfect example of Richard’s duplicitous nature. As soon as Lady Anne leaves, he drops his mask and becomes who he really is – the schemer. He revels in his triumph in getting Anne to consider being wooed by him. Despite his killing of her husband and her father, and despite his deformities, he has managed to overwhelm Anne using only his words. This is where the audience really sees how overpowering Richard is, and how if he was to really reign as king there would be many dangers. The audience assumes that Richard would be triumphant in scoring Lady Anne, however he says â€Å"Was ever woman in this humour wooed? / Was ever woman in this humour won? / I’ll have her, but I will not keep her long. † Through this quote the audience realizes that Richard merely wooed her for security of safety from the House of Lancaster (which Lady Anne belongs to), and he has the upper hand now that his wooing has transformed her loathing into acceptance. The foreshadowing of this quote also allows the audience to note that Lady Anne will ultimately be killed somewhere along Richard’s plans. The last lines in Richard’s third soliloquy goes â€Å"That I may see my shadow as I pass. † The use of his ‘shadow’ outlines his malevolent alter-ego, the evil Richard is lurking, hiding, but always present. Richard is constantly building up his plans and notably successing as each person goes by him and accepts him. This soliloquy shows how Richard really does have a way with his words, and how he can turn Lady Anne’s loathing and hatred (after all, Richard did kill her husband and her father) into acceptance and tolerance. The audience is somewhat admirable of him, yet they realize it is all just an act by a clever, manipulative person. 4. â€Å"I do the wrong† soliloquy: 1. 3. 324-338 In this soliloquy Richard expresses slight disbelief and smugness in how things have played out for him. He has managed to get Clarence killed and blame it on Rivers, Vaughn and Grey, as well as get Hastings, Derby and Buckingham to support him. His tone is proud when he admits that his malicious plots at the beginning of the play have become others’ evil actions. Richard has mastered the game of manipulation, and has everyone (except for a few) believing that he is a holy and good man. By using  preexisting conflicts, as well as his â€Å"relationship† and â€Å"appeal† to God, he is going to set everyone against each other. This is where we realize that Richard has managed to weave a web that he has total control over – for now. Richard says, â€Å"Tell them that God bids us do good for evil. And thus I clothe my naked villainy / With odd old ends stol’n forth of holy writ, / And seems a saint when most I play the devil. † These lines sum up Richard’s role as an actor within himself, within the play. He claims to use the Bible as his sanction and yet he contradicts himself by cloacking himself as the devil. 5. â€Å"Give me another horse! † soliloquy: 5. 3. 180 This soliloquy is the first time that Richard feels any guilt for his actions, and this is also where he finally realizes what he has ultimately done to himself and to the people around him. His mind is in turmoil, and the tone of his soliloquy is deeply troubling. He is wrestling to come to terms with all the murders he has indirectly caused and all the threats of vengeance he has posed. This is Richard’s last soliloquy, and from the beginning of the play he has come a full circle. In the beginning, Richard portrayed himself as an megalomaniac and egotistical, he gloated â€Å"As I am subtle, false and treacherous,† and now he says, â€Å"O coward conscience, how dost thou afflict me? † The personification of ‘conscience’ and how it has become cowardly shows that Richard now considers his conscience as a part of him, something that he didn’t have before. The rheotorical question is more posed towards himself. He is unsure and worried, and this is reflected in the next couple of lines. â€Å"What? Do I fear myself? There’s none else by. Richard loves Richard, that is, I am I. / Is there a murderer here? No. Yes, I am. † The manifestation for himself and the unclearness is a reflection of how muddled his mind has become. Richard wrestles and tries to confirm with himself that he is doing the right thing, that he isn’t a murderer, that there is no one who loves him but himself, but his conscience has finally caught up with him and as a result, the murder and threats of vengeance have come rushing back to him. The full realm of the horror that has become his life hits him in  the face – he finally realizes that he is truly and utterly alone. He says: â€Å"There is no creature loves me, / And if I die no soul shall pity me. † His segregation from humanity dominates him at this point in the play, when he finally grasps that he is truly all alone. This soliloquy foreshadows Richard’s inevitable and imminent death. It is the last time the audience really feels something for Richard, whether it be pity or sadness or justification, the audience understands that Richard has finished and come to the end of his time.

Theories of Government: National Socialism

Theories of Government: National Socialism Name: Jamie Cox Title: National Socialism (Nazism)

The New Scenes in Hawks The Big Sleep Essay -- Movie Film Essays

  Ã‚  Ã‚  Ã‚   In the film version of The Big Sleep, Howard Hawks invents scenes and characters that do not appear in Raymond Chandler's novel. No rare bookstore trist, no rough and ready female cabdriver, no winking cigarette girl grace the pages of his book; Marlowe and Vivian never talk of horses; and Carmen's always naked. But not in the film. In the film, she wears clothes, Marlowe is a jockey, Vivian is a horse, and all these characters appear. Faulkner, Brackett, and Furthman write these elements into the screenplay. But they do not develop ideas the text does not already suggest. The ideas are there--just evolved into new species that echo the original animal. Hawks had to do it, for the Production Code forbid directors to present any material that was overtly sexual, violent, vulgar or otherwise, profane. Therefore, since the Hays Office regulated what Hawks could present on film, his writers embedded the censored material in new forms. Todd McCarthy explains that, "the writers . . . and director . . . extract[ed] the maximum character and suggestiveness from every situation" (387). In other words, they invented and modified scenes and created characters while Hawks manipulated the mise-en-scene to suggest the forbidden ideas in Chandler's novel.    Three tenets of the Production Code impact the film directly. The Hays Office states as follows:    1. Sadism, homosexuality, incest, etc., should not even be hinted at in motion pictures. 2. The treatment of low, disgusting, unpleasant, though not necessarily evil, subjects should be subject always to the dictate of good taste and a regard for the sensibilities of the audience. 3. Complete nudity is never permitted. This includes nudity in f... ...tes, but he does not present everything. Nor can he, for the Production Code restricts what he can represent on film in 1946. For this reason, Hawks eliminated some ideas--i.e. Geiger's homosexuality, Vivian's violent aggression--entirely. But he kept the one element he felt he could not omit. In the novel, Carmen's nude figure possesses an incalculable amount of energy. Hawks wanted that energy to carry the film. Therefore, he employed writers who would help him inject the power of her image into the film in ways the Hays Office would accept.    Works Cited Chandler, Raymond. The Big Sleep. New York: Vintage Books, 1939. McCarthy, Todd. Howard Hawks: The Grey Fox of Hollywood. New York: Grove Press, 1997. Moley, Raymond. The Hays Office. Indianapolis: The Bobbs-Merrill Company, 1945. The Big Sleep. Dir. Howard Hawks. Universal, 1946.

Macbeth :: essays research papers

Through the chronicles of history there have always been heroes. Men and women that stand up and take charge and are moral leaders of countries. Joan of Arc, Napoleon, Genghis Khan and Churchill are only a few examples of people that are remember eternally for what they have done. There are also other leaders that people would like to forget because they are moral cowards killing their subject and causing evil. Stalin, Fidel Castro, and the Character of Macbeth are all examples of this. Macbeth is a moral coward. During the play Macbeth often shows that he is morale coward. For instance, when he is planning Duncan’s murder. Likewise he also shows cowardice by killing Banquo. Lastly he shows how spineless he is when he orders Macduffs family to be murdered. A coward is an individual that is easily scared or has difficulty performing functions because of possible reprocutions. Macbeth shows notable cowardice when planning the murder of Duncan. Macbeth leans from one side to the other because he is fearful of the reprocutions. Macbeth says, “ If {we} should fail';. This shows that he is fearful and too cowardly to act. Lady Macbeth also states, “Are thou afeard to be the same in thine own act';. Again showing how cowardly Macbeth is because he will not act. Likewise Macbeth is a coward because he murders Duncan in the middle of the night and does not give a formal challenge. Instead he pretends to be his friend then kills Duncan while he is sleeping. This is what a coward would do. Likewise Macbeth also shows cowardice by killing Banquo. This shows cowardice on Macbeth’s part because his only true reason for killing him is that he is afraid of Banquo’s royalty of nature. Banquo poses no real threat to Macbeth’s throne and is visibly loyal to him. Still Macbeth fears Banquo because he is a good guy and is very respected. Macbeth is spineless because he even believes that his friend is after him and is a danger to his throne. Macbeth says “our fears in Banquo stick deep, and in his royalty of nature reigns that which would be feared';. Macbeth is pusillanimous to the point that he even believes that his friend posses the greatest opposition for him as king. As well as this Macbeth is also a coward because he himself does not kill Banquo.

Historical Research Essay

Soccer is regarded as the most popular sport in today’s world and has been estimated to be played by more than 40 million people. Considering such high popularity, the epidemiology of soccer injury is needed to be historically researched in an extensive way. In numerous European nations, physical injuries received from this game take around 40% of total sports related trauma ( Hawkins, Hulse, Wilkinson, Hodson, & Gibson, 2001). Using the non-parametric statistics, historical research must be conducted by recording the intense injuries and the symptoms in professional soccer players by studying the frequency of occurrence and injury rate during sports and practices. MATERIALS AND METHOD Professional soccer players of any team, while playing in their league, has to be studied on daily basis for past few years when they are engaged in their preseason time July to August and game season September to May . Other important data that is also required may include the age, experience statistical distribution and anthropometric attributes of each player. During the game activities in past years, the record of personal consultations may also be available where players registered any injury received in ongoing games or practices that resulted in missing the upcoming game or practice session. The external risk elements, the active causes, the attributes, the anatomical points, and the event, whether it is practice session or actual game, of the muscular or skeletal traumas will provide crucial statistics. Any physical incident occurred during actual game or practice session that keeps a player to continue his game or practice session is called as injury. Injuries are categorized into three grades depending upon their severity: Minor injury: It keeps the player absent from games or practices for not more than one week. Moderate injury: It keeps the player absent from game or practices for one week to one month Major injury: It keeps player absent from game or practices for more than one month. In many previous studies, the same categorization has been done ( Hawkins, Hulse, Wilkinson, Hodson & Gibson, 2001). Injury rate is measured as injuries occurred in each thousand hours of playing; this involves both practicing and actual game Note that in historical research it would be recommended to exclude the goalkeepers as various similar research studies showed they incur different rates of injuries. RESULTS By recording a total of 100 injuries we can discover the percentage of injuries occurred during the actual game and during practice sessions. The intensity of injuries that results in absence from the game or practice can also be measured. The findings will show the rate of mild injuries, moderate injuries and major injuries as well. The anatomic point and the kind of injuries must be a focus in historical research. Studied cases may involve injuries on Spine, thorax, back, lumbar spine, Pelvis, femur, knee, tibia, ankle, foot, shoulder, elbow, wrist, and hand injuries. Previous studies had showed that in lower extremity injuries, the knees and ankles are the most injured joints of the soccer players ( Hawkins, Hulse, Wilkinson, Hodson & Gibson, 2001). Ankle injuries are reported to be occurred about 16 ­Ã‚ ­Ã¢â‚¬â€œ31 % of the all, whereas knee injuries are almost 14–34%. There is a dramatic need of more historical research within the ankle and knee injuries to investigate percentages in youth and adult players having mixed skill levels ( Peterson, Junge, Chomiak, Graf-Baumann & Dvorak, 2000).

Natural Disasters and Catastrophes Essay

From researching online databases of my city, I’ve found that we are focused on planning ahead for disasters such as hurricanes, or even different forms like terrorism for example. The city acknowledges this strategic planning needed, as well as building public awareness and the development of hazardous mitigation and emergency response plans. According to the mayor, these plans are at completion and ready for use when or if the time ever comes. It was also found that all of this preparedness has been keeping the city’s homeland security team completely busy for the past few years as the city stresses necessary training, new equipment and education and the growing development of the new Community Emergency Response Team. If you are to draw any evidence from these actions of my city, it is that the key stress is maximum preparedness and planning which isn’t a bad emphasis when you’re dealing with natural disasters. Agencies One agency in the city of West Haven in regards to emergency preparedness is the Medical Reserve Corps or MRC. They are actually sponsored by the office of the U.S. Surgeon General. As a community based volunteering network, they are organized to support the existing public health structure during emergencies and even non-emergency events. The responsibilities include managing natural disasters, illnesses, man-made emergencies and community health events. Member positions range from medical practitioners, nurses, mental health professionals as well as miscellaneous volunteering roles. Another agency with emergency preparedness in my city is the Community Emergency Response Team or CERT. On September 23, 2006 CERT was launched in West Haven with thirty two volunteers. The theory behind the development of CERT is actually quite obvious but some places might never put this into perspective sadly. In major emergencies it’s a fact that emergency services are overloaded instantaneously. With CERT created it gives ordinary civilians the training opportunity they need to be prepared in emergency circumstances. This opens up the opportunity for a more independent society  with less of a need to seek professional emergency officials help in a time of crisis. Every area in our world faces the threat of earthquakes and tornadoes and the most common disasters we face are severe storms and floods. Essentially CERT is needed everywhere whether people believe it or not, it’s just whether or not the location acknowledges this. Geography West Haven has a total of 11 square miles of which 0.2 square miles is water and the remainder of space is land. Containing 3.5 miles of publicly accessible beaches, West Haven is bound in the southwest by The Oyster River, northwest by the town of Orange, north by New Haven, northeast by The West River, to the east is New Haven Harbor and to the south there is Long Island Sound which is separated by a break wall. With so much water lining the city it is quite vulnerable to water hazards like flooding and property damage during the several storms or hurricanes we get over the years. I myself have seen lots of homes on the water cease to exist because of these hurricanes in the past few years. In addition to that, there has also been much sand erosion on our beaches within the past few years. Literally half of the distance from our road to the water that was covered with sand now lies there.

A Mother’s Day Kiss-off; Critique Essay

â€Å"A Mother’s Day Kiss-off† was written by Leslie Bennetts to change the male view of everyday mothers. Bennetts wrote this because she has witnessed and studied these events. She wrote that mothers should not just be praised on one day a year versus the 365 days that she is doing it alone, well mostly. Not only is this problematic for the child but for the parents relationship as well. She wanted to make clear that women’s roles in parenting have been changing for several years now. They should be closely reviewed before assuming the roles will stay the same as they may have been in the past. Male parents too often expect mothers to maintain a household, work full time and take care of the children. Little do they understand the roles should take over for both parents not just one. Many mothers find their careers to be put on hold because they cannot go to school on top of everything else. This leads to disputes between income needs and family needs. This is commonly a call for divorce and other family members fear in anger that it could end a marriage. Father’s should want to take on family roles as the mother does. While most mothers make sure the needs of the child are fulfilled most fathers do not pay mind to things like; doctor visits, school sicknesses and playdates. They just expect a clean house, a warm meal, and a well maintained child. Mom’s are expected to drop everything including their jobs to take after the child, meaning having to leave work or be late to work, or having to stay home with a sick child. It all means the same, it’s not necessarily tradition of housewives but the role of mothers has simply changed. Too many families are failing to realize this drastic life style change that Bennett’s encounters. If roles were to ever switch fathers would understand the financial and emotional needs of a child, piled on to a full time job. One day Leslie hopes this will be an eye-opener for the opposing parent. Most mothers will continue to stay faithful to this lifestyle while others rush to find a way out. For some this role will change and others it will remain the same. Bennetts writes this article in hope that the father figure and other family members will  arrange changes in a life style to accommodate the mother, in my family this did not happen. In response to this article, I have a personal view of this very problem. My father expected my mom to clean and cook and do household chores, but also to work full time and take care of me. My dad drove truck so he wasn’t home often enough to see what my mother went through. He stayed within tradition like he thought it should be. This happens a lot and not just my family but many American families like my own. I do think she had a purpose to change a father’s lifestyle point of view, but not to change the person themselves. I agree that the roles have changed but for some families in the opposing argument, do not like the role switch and will continue in tradition to their previous generations. Bennetts is blind to the idea that some American housewives enjoy their lifestyle, not all families and mothers are miserable playing this role. She may assume so but it’s not a subject you can just assume upon, it is a serious issue that needs facts, not biased information written out of fear or anger. The family I was raised in relied on the father to take care of financial needs and the mother to take care of social and emotional needs of the family and the child. Some families are dependent on one income and cannot afford to make a change. Other families do not want to change and enjoy their outdated lifestyle.

Final Project - Preferred Decision Making Process with Organization Assignment

Final Project - Preferred Decision Making Process with Organization Application Overview - Assignment Example The non-standard decisions are non-routine and non-standard. The organization makes new decisions suitable for each kind of problem. Regardless of whether the organization settles for programmed or non-programmed decision, decision making still remains a multilevel model engaging different members of the organization in their respective capacities as shown in Figure 1 below. From the figure above, the whole process of decision making requires the organization management to take up leadership roles in the problem analysis process. The management is thus forced to leave the usual thinking zone to explore feasible solutions to the problem at hand since many problems require a multilevel perspective. The different thinking approaches in decision making help in integrating creativity and professional views to arrive at solutions. Each decision making level requires short-term decision that serves the purpose of mitigating the issues at each stage of the development (Hernandez, 2014). The employees serve as key stake holders in the short term decisions. They implement the decisions as well as observe ad evaluate the immediate outcomes. The outcome calls for follow-up and feedback from the management. At this level, communication with employees involved in implementation the decision becomes the main tool in ensuring every person involved gets to know what is happening. The follow-up ensures that the decision was implemented correctly and that the directly affected parties feel the impact and can report something about it (Hernandez, 2014). Following the decision making process ensures that the values attached to each stage of the decision are converted to actions. This is influenced by expected results that encourage the necessary steps to be implemented. Accountability for the results of the implementation process is warranted by involving the key stakeholder’s in the decision making process (Conroy and

Bacterial biofilms and disease PowerPoint Presentation

Bacterial biofilms and disease - PowerPoint Presentation Example Different bacterial species specifically attach to different surfaces and could aggregate with other species or a combination of species. The organization and structure of biofilms are elaborate. Channels are present for the circulation of nutrients. The different regions show different expression of genes, pointing to functional heterogeneity. Sessile or attached biofilm communities can give rise to nonsessile microbes that can rapidly multiply and disperse. Thus, bacterial biofilms are not easily eradicated by conventional antibiotic therapy, which can lead to chronic bacterial infections. Some biofilms have beneficial effects, i.e. the prevention of colonisation of tissues by exogenous pathogens ("colonisation resistance"). Biofilms prevent pathogen colonisation is due to the production of acids, hydrogen peroxide, biosurfactants. In some cases, the disappearance of protective biofilm indicates the presence exogenous pathogens. Dental plaque, found on teeth surface also protects by the same mechanism. The proliferation of biofilms in certain cases can result in biofilm that can cause medical diseases such as caries, gingivitis, and periodontitis. Aside from oral infections, use of implantable medical devices and impairment in the individual’s host defence mechanism results in biofilm diseases. Acute infections can be treated effectively with antibiotics except those that are caused by antibiotic resistant strains. However, many infectious diseases are caused by bacterial species by bacteria that are common in the environment or are living in the human bodies. However, more than half of the infectious diseases that affect mildly compromised individuals involve bacterial species that are commensal with the human body or are common in our environments. Surfaces of medical devices that are used in diagnosing or treating bacterial infections can harbour the presence of slime-encased bacteria (Table 1 and Figure 2). Chronic bacterial infections that are

Economics for Business Assignment Essay Example | Topics and Well Written Essays - 750 words

Economics for Business Assignment - Essay Example This product differentiation gives the players in the monopolistic competition pricing power (A.Koutsoyiannis, 2010). The ACCC chairman Graeme Samuel believes that the fuel market is characterized by a comfortable oligopoly. I agree with Mr. Samuel’s opinion. At the retail stage of the fuel market, Woolworths and Wesfarmers Coals each have 22% of the market share. BP has 19%. Caltex has 16% and Exxon-Mobil has 6%. This totals to 85% of the total market share. Therefore these five players definitely dominate the industry at the retail stage. The situation at the refining stage is also similar with Caltex supplying as much as 55% of the wholesale supply in some states like New South Wales. The oligopolistic structure in the fuel industry in Australia arises from the barriers to entry because of intensive capital and technological requirements for operating in the industry. 2) The Australian Competition and Consumer Commission is the competition regulator of Australia. The ACCC promotes competition and fair trade in the Australian marketplace to benefit consumers, business and the community ( ACCC, 2011). In the year 2007, the ACCC undertook a detailed investigation in the Australian fuel industry to determine if there was ‘collusive oligopoly’ marked by price-fixing. The investigation found no â€Å"obvious† investigation of price-fixing, but it said that there were operational concerns because of the oligopolistic nature of the industry (ACCC, 2011). The ACCC opposed the acquisition by Caltex on the ground that it would substantially lessen competition across a range of fuel markets in Australia. The ACCC believed that this acquisition would have an adverse impact on competition in the petrol, diesel and automotive LPG markets. During a six month investigation of the proposed deal the ACCC identified 53 Mobil sites that, if they were acquired by Caltex, would result in

Unit 4 assesment Coursework Example | Topics and Well Written Essays - 1000 words

Unit 4 assesment - Coursework Example Proper resource allocation enhances the performance of a project. Allocating resources for wrong ideas leads to project failure and is considered wastage of resources. In addition, Project managers should assign resources within the project in the right manner. This helps to avoid incurring losses and large operation cost. Currently, the economy is collapsing due to poor management in various financial sectors. This has led to tough competition, especially, in relation to financial resources. Most of the businesses experience increased operation cost. Therefore, there is a need for companies to limit budget for their projects. They can only do that if project manager avoid wasting or misusing any material through proper resource allocation (Gilbert & Bower, 2007). Time is one of the important natural resource for a project. Approximately, 80 percent of total projects in a company offer project managers a minimum timeline for their completion (Gilbert & Bower, 2007). The project manager should, therefore, divide all project activities on a daily basis to meet the time deadline of the project. In addition, the project manager can use critical path methods to determine the right time to allocate every project activity and ensure that they are completed in time. The project manager should not waste time. Proper time allocation, help the project manager to set a duration that each project activity will take and meet the deadline of the project even when any problem arise in the process of implementing the project. There is a need to allocate the right human resources within a multiple project environment. This assists in proper distribution of specific knowledge and skills within the project, hence improving its performance. In addition, proper allocation of human resources makes it is easier for a project manager to come up with a flexible daily plan for the project (Gilbert & Bower, 2007). Project

German of germany Essay Example | Topics and Well Written Essays - 250 words

German of germany - Essay Example entered the prison cells and examined their design and tried to analyze how the cells functioned to make the prisoners unable to flee yet were assured a healthy environment despite their number. Throughout the video, the ideas of the interviewer had been largely expressed in a preconceived manner. It is true that Cole presented facts about the concentration camps as he showed the evidences, sometimes showing a fair outlook by acknowledging information about the camp made popular by the holocaust survivors. However, those acknowledgments were pretty harmless to the preconceived beliefs he was trying to prove. He seemed to have carefully drafted the documentary in favor of the German version of the holocaust story and also seemed quite anxious to mention he is a Jew but an atheist, wearing his kippah to prove that he is not some revisionist or the like. His efforts nevertheless, do not prove his reliability rather it is his words that expose his intentions. Cole said he wanted to uncover what really happened during the holocaust but he seemed only to be proving what he believed in, that the testimonies of the survivors are not true. Evidences can be destroyed and altered and with the time that passed, no one can really know the truth except those who witnessed the

Understanding Children and Young People Essay Example for Free

Understanding Children and Young People Essay Parenting is a most challenging yet rewarding experience. Baumrind, who studied parenting styles during the early 1960s, concluded that they differ in four important areas: parents warmth/nurturance, discipline strategy, communication skills, and expectations of maturity. She posited three types of parenting styles: authoritarian, permissive, and authoritative (Berger 2001). Parents are the major influence in their childrens lives. Thus their perception of how children think, and should be raised is crucial in determining childrens behavior. Other factors, such as genes, peers, culture, gender, and financial status, are of lesser importance. Studies reveal a correlalion between parenting styles and school competence, delinquency, violence, sexual activity, antisocial behavior, alcohol and substance abuse, depression, anxiety, and self-perception. Authoritarian Parents Authoritarian parenting, also termed dictatorial or harsh, is low on warmth/nurturance, strict on discipline, high in parent-to-child communication but low in child-to-parent communication, and high on expectation. This style has been predominant throughout Western history: It was effective in status quo times, for example in agrarian-industrial societies (Dinwiddie 1995). Authoritarian parents show little affection and seem aloof from their children (Berger 2001, 283). Parents instruct and order, do not consider the childrens opinion as a group, and discourage verbal give-and-take (Gonzalez-Mena 1993). Obedience, respect, and tradition are highly valued. Rules are non-nogoliable, parents are always right, and disobedient children are punished-often physically. However, parents do not cross the line to physical abuse (Berger 2001, 283). As children obey their parents in order to avoid punishment, they become passive. Authoritarian parents also expect a level of maturity higher than the norm for their childs particular age group: The authoritarian parents assign the child the same responsibilities as adults (Scarr, Weinberg, and Levine 1986, 306). Responsiveness is low, as the approach is parent-centered and stresses the parents needs. This almost noninteractive style has serious developmental drawbacks (Daniel, Wassell, and Gilligan 1999). Children are more susceptible to antisocial peer pressure during adolescence, a time when peer influence is the greatest (Collins et al. 2000); learn not to discuss issues with their parents (why bother if you are always wrong or ignored?); and are influenced greatly by their peers. Often frustrated, they distance themselves from their parents by rebelling against the latters values and beliefs. Steinberg et al. (1994) reveals that boys in this category have the highest level of violence. Steinberg (1996) shows that these teenagers are less self-reliant, persistent, and socially poised, and have lower self-esteem. In addition, there is a strong inverse correlation between such authoritarianism and good grades. Other research indicates that they lack social competence and rarely initiate activities: They show less intellectual curiosity, are not spontaneous and usually rely on the voice of authority (Parenting n.d.). Permissive Parents Permissive parenting, also labeled as neglectful or disengaged parenting, is high on warmth, very low on discipline and structure, low in parent-to-child communication but high in child-to-parent communication, and low on expectation. This style was popular in the 1950s and 1960s. The fact that many German children and adults had followed Hitler led people to attribute this to Germanys authoritarian home environment, which demanded unquestioning obedience. Thus their parents conditioned them for Hitler. (Dinwiddie 1995). Hoping to counteract such undesirable side-effects, they became permissive. Permissive parents are nurturing, warm, and accepting. Their main concerns are to let children express their creativity and individuality and to make them happy (Neal 2000), in the belief that this will teach them right from wrong (Berger 2001). Permissive parents find it hard to set clear limits, provide structure, are inconsistent disciplinarians (Huxley 1998), and reward bad behavior regularly (Dworkin 1997). Children are not pushed to obey guidelines or standards that, even when they do exist, are not enforced (Barakat and Clark 1999). Permissive parents take orders and instructions from their children, are passive, endow children with power (Gonzalez-Mena 1993; Garbarino and Abramowitz 1992), have low expectations, use minimal discipline, and do not feel responsible for how their children turn out. Ironically, these children turn out to be the unhappiest of all (Neal 2000). They are more likely to exhibit such psychological problems as anxiety and depression (Steinberg 1996), are the second group (after authoritarian) most likely to commit violence (Steinberg et al. 1994), and engage in antisocial behavior (Simons, Lin, and Gordon 1998). Research links permissive parents with delinquency, substance abuse, and sexual activity (Snyder and Sickmund 2000; Jacobson and Crockett 2000]. In effect, parents teach their children that they can get their way by manipulating others: Children learn a false sense of control over adults that increases their manipulative behavior (Huxley 1998). Later on, they do poorly in school, have higher rates of misbehavior in areas involving adult authority, and may also grow up manipulating around rules because those are not firm (Thinking n.d.). As they have not been taught how to control or discipline themselves, they are less likely to develop self-respect. This lack of discipline and structure engenders a desire for some type of control, and so they put a lot of energy into controlling parents and trying to get parents to control them (Gonzalez-Mena 1993, 157). Their unmet psychological needs make them vulnerable to being easily discouraged by everyday problems and turns the child away from full and satisfying participation in the world (Garbarino and Abramowilz 1992, 42). This, in turn, hinders their social development, self-esteem, and positive self-concept. Without high expectations to realize, children of permissive parents generally have difficulty controlling their impulses, are immature, and reluctant to accept responsibility (Parenting n.d.). Steinberg (1996) shows a strong correlation between permissive parenting and poor grades in families where parents are not involved in their childrens education and do not initiate a give-and-take relationship with their children. Other negative outcomes are sleep disturbances (Dworkin 1997) and feelings of insecurity. Authoritative Parents Authoritative parenting is high on warmth, moderate on discipline, high in communication, and moderate in expectations of maturity. This style is becoming more pervasive in the West. Authoritative parents are warm and nurturing, create a loving home environment, and provide a high degree of emotional support (Ingersoll 1989). Unlike permissive parents, they are firm, consistent, and fair (Barakat and Clark 1999). Authoritative parents discipline through rational and issue-oriented strategies in order to promote their childrens autonomy while ensuring conformity to group standards (Marion 1999). They establish and enforce behavior standards (Glasgow et al. 1997) and stay in control. Family rule is democratic [rather] than dictatorial (Berger 2001, 283). Parents use reason, negotiation, and persuasion-not force-to gain their childrens cooperation (Marion 1999). Their listening-demanding ratio is roughly equal. Children are given alternatives, encouraged to decide, and accept responsibility for their actions and decisions. The end result is self-empowerment (Barakat arid Clark 1999). When the childrens opinions are valued and respected, both children and parents benefit (Marion 1999; Gonzalez-Mena 1993). Authoritative parents set developmentally appropriate limits and standards for behavior. They make it clear that they will help their children. If their demands are not met, they are forgiving and understanding rather than punitive (Glasgow et al. 1997; Berger 2000). Overall, this parenting style is high on mutual understanding and based on reciprocity. In fact, both parties benefit. Developmental opportunities are provided for children, as the quality of interaction and nurturance is high and expectations are realistic (Garbarino and Abramowilz 1992). In addition, such parents are more likely to encourage academic success (Glasgow et al. 1997), which has a positive correlation with good grades (Steinberg, 1996). This can be attributed to parental involvement in their childrens education and their use of open, give-and-take communication through family reading, writing, and discussions. Research also shows that these children are less influenced by negative pefir pressure and develop successful peer relationships (Collins et al. 2000). As authoritative parenting provides a balance between control and independence, il produces competent, socially responsible, self-assured, and independent children (Gonzalez-Mena 1993). Children are more likely to develop high self-esteem, positive self-concept, greater self-worth, less rebellion, and generally are more successful in life. Furthermore, they are the best adjusted of all children. According to Thinking (n.d), they ranked highest in self-respect, capacity to conform to authority, and greater interest in the parents faith in God. They also respect authority, are accountable, and control their impulses. Steinberg (1996) shows that they are more confident and responsible, less likely to use or abuse drugs or alcohol, and less likely to be involved in delinquency. These children also reported less anxiety and depression and the least amount of violence (Steinberg et al. 1994). Conclusion Western culture places great importance on planning for children and their upbringing. Hence, parents-to-be spend a great deal of time thinking about everything-from which brand of diapers to use to which college they want their child to attend. However, less importance is given to parenting style. Research has proven repeatedly that parenting styles have a direct correlation with how children will grow up, how they live and whether they will abide by the rules in society (Thinking n.d.). Therefore parents-to-be must analyze different parenting styles, their effects, and what works best for them and their child.

Malaysia Is A Multicultural Society Media Essay

Malaysia Is A Multicultural Society Media Essay Introduction Malaysia is a multicultural society of which the population is made up by different types of ethnic groups includes Malays, Chinese, Indian and the Native. In fact, different ethnic groups have their own history, culture, belief system, value and language, there is thus unity among different ethnics is important in Malaysia (Economic Planning Unit, 2011). However, Malaysia has faced racial and ethnic tension due to the socio-economic and cultural differences after the independence of Malaysia in 1957. This racial conflict has lead to the development of several government policies such as the New Economic Policy and National Development Policy. Having realised the importance to maintain and enhance the unity among people of different ethnics, the 1 Malaysian concept was introduced in 2009. Under the notion of 1 Malaysia concept of People First, Performance Now, the government is trying to promote unity in the society by considering fair distribution and access in economic in the country (1Malaysia, 2012). It is therefore very important to promote the 1 Malaysia Concept and encourage the acceptance of the citizens of Malaysia. One way promoting the concept to the public is by means of the mass media. In the past, mainstream media like television, newspaper and radio has played an important role in promoting governments ideology and policies (Hashim, 2011). This thus suggested that media is able to play an important role in promoting the 1 Malaysia concept. It has the capabilities to educate the public on the importance of unity by promoting the understanding and the acceptance of other ethnic culture. . Regardless, the mainstream media in Malaysia always been known as a great contribution on nation-building and social cohesion, rather than on freedom of information (Kenyon Marjoribanks, 2007). It focuses primarily on positive stories reporting that is biased to the political elite (Anuar, 2000). This because most of the mainstream media outlets are basically owned by the government of Malaysia or privately owned by the parties that have close relationship to the Prime Minister or the members of component parties of the Barisan Nasional coalition government (Hassan, 2012). Therefore, the aim of this study is to discuss about the ways of the mainstream media are used to encourage the acceptance of the 1 Malaysia Concept the citizens of Malaysia and whether this approaches will generate the desired outcome. Discussion The mainstream media in Malaysia plays a critical important role in realising 1 Malaysia Concept. The first approach of the mainstream media is used by government as the channel to educate the ideas of 1 Malaysia to the large public. The traditional media such as the television, radio and newspaper have always been the core media of information dissemination (Hashim, 2011). For instances, the largest conglomerate Media Prima as well as a number of television radio channels and Malay, Chinese, English-language newspapers such as Utusan Melayu, The Stars and Sinchew are owned and controlled by the government (Weiss, 2012). As such, the government policies are easily to get any publicity and free space in these mainstream media. The messages of 1 Malaysia Concept from these mainstream media often portrayed the desired images of 1 Malaysia, of which the people of different races live together in harmony (Hassan, 2008). Other than that, mainstream media always has been the supportive bac kbone to the 1 Malaysia Concept as the effort with the government to strengthen peace and harmony in the country. As a supportive argument to the previous discussion, the agenda setting theory explains the powerful influence in the media that able to create public awareness on important issues (Mccombs, 2002). The media cannot tell what the people to think but has the ability to inform the people what to think about (Cohen, 1963). In other words, mainstream media raise the importance of an issue such as 1 Malaysia through the repetition of news (Hashim, 2011). The racial riot that happened in the past has caused Malaysians sensitivity to the issue that is related to ethnicity and races. Thus, national unity has become the top agenda to the public and thus it has become a political discourse in Malaysia. By taking this opportunity, the Malaysia Government has utilised the mainstream media in disseminates the messages and information regarding the 1 Malaysia Concept. Likewise, the government are telling the public the ideas that they wish the public to accept and support. Eventually, 1 Malaysia Co ncept is aims to strengthen the unity and harmony of people from different ethnics. Therefore, the mainstream media has successfully created the perception of the public that unity among differences ethnics as the important agenda in Malaysia which then attract their attention toward the 1 Malaysia Concept. Example in each occasion of the important festival such as Merdeka Day celebration, Hari Raya Festivals, Chinese New Year celebrations and Deepavali, the Prime Minister would deliver the speech with the association with the spirit of 1Malaysia. By that time, every mainstream television channel in Malaysia such as TV1, TV2, TV3, NTV7, 8TV and TV9 will have to broadcast his speech. In another example, we always can see the mainstream newspaper published a full page of advertisement that is related to the 1 Malaysia policies along with the tagline people first, performance now. In addition, mainstream media is being used by government to remind or reinforce 1 Malaysia concept to the public. As we can see, everyday Malaysian citizen and also foreigner have been bombarded by with the messages of 1 Malaysian Concept by the mainstream media. The 1 Malaysia logo is ubiquitous due to mass advertising and commercials in mainstream media (Hashim, 2011). Along with the logo, the tagline people first, performance now has become the identification of 1 Malaysia Concept to the public through the repetition in mainstream media. In fact, mainstream media has help to promote 1 Malaysia by keep emphasise on the tagline since People First, Performance Now in 2009 and the only move on to Generating Transformation in 2010, Transformation Successful People Prosperous in 2010 and till the recent theme Promises Fulfilled in 2012 (1Malaysia, 2012). The purpose is to reinforce perception and behaviours of the public. The repetition of showing the logo and tagline of 1 Malaysia hav e indirectly effect on informing the public what the government is focusing on this concept. The same example can be seen when the public service announcements related to 1 Malaysia are often been aired and published on government and privately owned television, radio and newspaper. The PSA usually related to various ethnic festivals that celebrated in Malaysia and thus signify the meaning that freedom of festival celebration. Nevertheless, mainstream main media has portrayed these different ethnic celebrations the public by showing the Malaysian are celebrating with each other in the festival regardless of race and religion (Hashim, 2011). In addition, we often can see the ministries or any government agencies tied up 1 Malaysia tagline in every program such like 1 Belia, 1 Malaysia by the Ministry of Youth and Sports and other programs such Bantuan Rakyat 1 Malaysia. Thus, the government programs usually connotes with the 1 Malaysia identity by mainstream media. The role of the mainstream media is not just to disseminate the 1 Malaysia Concept but also to advocate and shape the attitudes of the public. In fact, the mainstream media has effectively created bandwagon effect in mass business advertising by using 1 Malaysia Concept. 1 Malaysia has eventually received support from various organisation including profit and non-profit organisation. These organisations usually associate their brands product or service with 1 Malaysia Concept (Hashim, 2011). Television and radio commercials created by businesses organisation would likely to include the message of unity with the presence and the voice of different races and ethnics. The first example of organisation association with the promotion of 1 Malaysia is Petronas Corporation. In fact, Petronas has been famous with their social corporate advertisements with the purpose of promoting national unity. Since 1 Malaysia Concept has been introduced in 2009, Petronas has created the advertisements tha t associate with the 1 Malaysia Concept every year in the major Malaysias festival such as Merdeka Day celebration, Hari Raya Festivals, Chinese New Year celebrations and Deepavali. The messages in the advertisement usually consist of implied meaning and also able to arouse audiences emotion. Furthermore, large national corporations such as Media Prima, Astro, Tenaga Basional Berhad and Telco such as Telekom, Maxis and Celcom have also come up with the commercial that are related to 1 Malaysia Concept. The commercial often tied up with the concept of 1 Malaysia where the messages of unity has been delivered. The commercials are basically known as issue advocacy advertisement which the advertisement is not intended to sell the product or services, but rather to change the publics perception and behaviour through political branding (Barrons Dictionary, n,d). In fact, the commercial by in the mainstream media usually showing Malaysia different races particular Malay, Chinese and Indian interact or either get along with each other. Would it generate the desired outcome? In my opinion, the usage of mainstream media may not able to generate the desired outcome of the 1 Malaysia Concept. By highlighting the mainstream media are used by government to encourage the acceptance of 1 Malaysia Concept, several social science theories have been selected to support on my opinion. According to limited-effect theory, the media rarely have direct influence on the individuals. The theory also explains that an individuals behaviour and attitudes are not easily changed by their reception and people usually tend to ignore political media content. Although mainstream media are used by government to promote 1 Malaysia Concept, it is still not sufficient enough to encourage the acceptance of the citizen of Malaysia. The definition gives an insight that the people in nowadays is no longer passive and vulnerable only to media content. People are able judge the media content according to their own interpretation from what they have perceived. Individual may exposed themselves to mainstream media in their daily routine, but they might not been influence by the 1 Malaysia Concept by merely just looking at it. As indicated in the previous point, the limited-effect theory also explains two-step flow of media influence. Media does not have direct influences to the population which from the mainstream media, the 1 Malaysia Concept are usually affect to the mass population through the dissemination by the opinion leaders. The opinion leaders must be someone that is credible and usually an active media user. People constantly turn to opinion leader for advice particular when come to something that is new in the society like 1 Malaysia Concept instead of getting the source of information from the media. Therefore, mainstream media is less influential compare to the human communication. Moreover, human behaviour attitudes and belief is hard to predict and influences because it may change from time to time. The main factor that determines a person attitude is positive, negative or maybe neutral. A person attitude towards 1 Malaysia Concept might be changed based on the personal experiences, environment and etc. Therefore, the selective exposure explains that people tend to expose themselves to messages that are consistent with their pre-existing attitudes and belief. The mainstream media might be able to influence those who are supportive and have positive perception toward the government policies. However, for those people that tend to have negative attitudes and belief towards the government such as the citizen that support to the opposition political parties, the outcome may be different. If the opinion leader that has been encountered consists of positive or negative beliefs and value towards the government policies, the followers might been influenced by him. Besides, 1 Malaysia Concept has faced up with various challenges including the new media technologies. The uses and gratification theory argued that different people use the media for different purposes (Sheldon, 2007). One of the assumptions of this theory explains that the audiences have the choice to select different kind of media. Thus, the audiences use the media more own their own benefits than the media can manipulate them. The audiences have the right or control to received any information from the media rather than been influenced by it. In fact, people now have much choice of media compare to the past, Mainstream media such television, radio and newspaper has compete with the new media. The internet technologies allow freedom of expression where everyone can write, criticize and comment anything on the internet. The alternative online news organization like Malaysiakini and Malaysia Today who always stand to challenge of the governments effort, aims primarily to present new s, especially from the different perspectives that not already covered by mainstream media (George, 2006). Thus, it has become one of the challenges for 1 Malaysia Concept to be full accepted by public. This is due to the development of internet technologies allow the users closer to the reliable information compare to the other media (Hashim, 2011). Therefore, because of internet, human behaviours changed and mainstream media has been view as a medium to brainwash the audience for the government interest. When 1 Malaysia concept has been shown in the mainstream media, the audiences will tend to doubt about motives behind it. Therefore, the internet has affect the people perception and thus becoming active and sensible media users who do not simply accept and agree with government policies particular has been shown in mainstream media. In addition, most the younger generations are seldom exposed themselves to the mainstream media. On the other hand, mainstream media has become alternative medium for information to some group of people. Internet served as a new inspirational medium of information without barriers. According to Ramasubramaniam (2011) explained people that with minimal interracial direct contact or which their source for information is only the mainstream media are more easily been manipulated by the government policies. The audience that only exposed themselves to only one source of information which had been controlled by the government are more vulnerable to accepting the information from the mainstream media. Conclusion As a conclusion, mainstream media in Malaysia has perceived as an important role in the government policies like 1 Malaysia Concept. This is because most of the mainstream media ownerships are closely tied to the government and ruling political party. Therefore, 1 Malaysia Concept being one of the government policies has the advantage being spread through the mainstream media in the country. The three main approaches of the mainstream media in Malaysia are used by the government are to educate the meaning of 1 Malaysia Concept and thus to reinforce and advocate the acceptance of the concept by citizen of Malaysia. However, these approaches would not bring the desired outcome of 1 Malaysia Concept because only the mean of mainstream media is not sufficient enough to influences the attitudes and beliefs of an individual. Besides, human communication is more effective than mainstream media when particular related to something that is new. The emerging of the new media like internet technologies has also bring a significant impact to the mainstream media, thus it has become one of the greatest challenges for the 1 Malaysia Concept. Therefore, mainstream media is important to educate about 1 Malaysia concept but not to encourage the acceptance of the citizen of Malaysia.