Genre Text Essay

The Real Inspector Hound When you think of the term ‘genre’, what does it exactly mean to you? Well I’m sure it’s without a doubt that you all commonly believe it constitutes either a kind or category of text, but in actual fact does it really? Good morning Year 11. The prime focus of your studies during the HSC course next year, I’m going to discuss how the genre of crime fiction has extended through time, whereby a variety of notions and characteristics exhibited throughout a text may either reinforce, challenge or extend on genre parameters. So what is genre then? Although genre is quite difficult to define, there are numerous interpretations of the term since the confines between genres are constantly evolving due to changing values. As Daniel Chandler states, â€Å"defining genres may not initially seem particularly problematic but it should already be apparent that it’s a theoretical minefield. † However, Jane Feuer believes â€Å"genre is ultimately an abstract conception. † These critics therefore prove that yes, while it may be easy to classify a text to a particular genre, we must understand genre as a concept that can apply to varying applications rather than its fundamental relevance to a text. In saying this, as changing contexts and values have developed over time, resulting in new-found conventions, I’ve come to agree with Stephen Neale’s understanding; â€Å"Genres are instances of repetition and difference†¦ difference is absolutely essential to the economy of genre. † (Neale, 1980). This my friends, effectively reflects constant changing cultural values and attitudes in our social milieu, don’t you think? Hence, my aim today is to focus on the conventions of the genre of crime fiction and how they have been recreated in a number of ways to reflect the social and cultural aspects that are dynamic to their survival within the popularity of a text. As Neale further suggests, â€Å"genres exist to assist in shaping values. † Subsequently, I will discuss how and why Alfred Hitchcock’s film Rear window and Tom Stoppard’s play The Real Inspector Hound have re-worked and extended upon crime conventions prevalent in crime writing through genre, often defying audience expectations in one way or another. As a result, Rear Window highlights and expands upon the cosy conventions of its contemporary society by paralleling the post-war issues of voyeurism and women and subverting them, reflected through its social milieu. The Real Inspector Hound also utilises cosy conventions but parodies them instead, challenging the classical Golden Age’s ‘whodunit’ storyline in a satiric way, so as to query the restoration of justice and the idea of reality vs. allusion. Thus, whilst both texts seek to extend and challenge crime conventions, they also serve to explore society’s human conditions and issues at the time in order to become seminal texts of the genre. Directed in 1954, Hitchcock’s Rear Window reinforces the fact that very few works exemplify all required characteristics of a particular genre, by cleverly breaking the ideal conventions of a suspenseful circumstance in a crime fiction text. The film is rather based around the notion of both solving the crime and proving that it happened. Rear Window further revolves around the concepts of the changing roles of women and queries the morality of voyeurism. Such notions reflect the contextual concerns of the post-war era where a revolutionary social change was clearly prevalent in society, thus endangering the traditional gender restrictions marked by WW2. Through the mis-en-scene of Jeff holding his camera looking outside the window as blinds are swiftly raised to reveal vignettes of apartments, it’s evident that a didactic message outlining the unethicalness of voyeurism is contained within Rear Window. As voyeurism further exposes hidden worlds within the film, Hitchcock manages to reflect upon American society through each of these blocks acting as a microcosm. But it stops there. Quite similarly to our other text The Real Inspector Hound, Hitchcock withdraws from typical crime conventions by not showing the occurrence of the crime itself. This was due to growing conflict between the conservative American government and growing acceptance to sexuality by society at the time, as a result of censorship on films. The concept of voyeurism is cleverly employed by Hitchcock via subverting a cosy setting, a convention to reflect the concept of McCarthyism where there was a fracturing of society due to the paranoia of communism, which was most prominent during the Golden Age. This is illustrated as the camera pans across Jeff’s apartment, focusing on his photography tools and emphasising his infatuation for observing life. Thus, Jeff’s dilemma of being entrapped in his apartment persuades him to do â€Å"something drastic† to remove him â€Å"out of the swamp of boredom,† which metaphorically foreshadows his forthcoming hobby of spying on his neighbours. I’m certain you all must think he’s strange, but the aspect of social insecurity and fear at the time was what Hitchcock was seeking to embody. Where spying begins as an innocent obsession, it soon becomes a neurotic effort to prove Thorwald’s criminal actions. Therefore, after the growing tension depicted through continual panning shots, Jeff takes action which exposes clues in Thorwald’s apartment. However, the consequences of voyeurism are made apparent through the non diagetic sound and quick motion of Jeff falling out the window. Hitchcock hence questions the moral ambiguity of voyeurism due to society’s fear of maintaining social order, by focusing on the depraved aspect of society becoming â€Å"a race of peeping toms. † Despite changing perceptions of females in the workforce, how exactly did Lisa become an amateur detective and femme fatale, whilst presenting the evolving independance and roles of women? In actual fact, Hitchcock broke a key crime convention – there must only be one detective! A high angle shot first characterises Jeff as bound to his wheel chair, and the cast around his injured leg is symbolic of the identity boundary he endures. Consequently, Jeff is left helpless, a frequent motif that’s prevalent throughout the film in which Jeff is metaphorically incapable of embracing his male dominance, hoping to â€Å"emerge from his plaster cocoon. † Thus when Lisa emerges, the dark lighting and shadows surrounding her signifies Jeff’s intimidation, as men were startled by the role of women in the post-war period. By having Jeff restricted at home in a feminised position, Hitchcock underpins Lisa as the amateur sleuth, sustained through her constant dominance over Jeff within the framing. Hitchcock further challenges the authority of women in crime fiction as femme-fatales, whereby negative connotations strengthen the presence of conceited masculinity. Yet Lisa’s strong persona and sheer determination leads to her fatal participation in â€Å"the next assignment,† exhibited in the panning tracking shot of her investigating Thorwald’s apartment, underlining Lisa’s unusual role as a detective and the film’s conclusion of restoration. Subsequently, Hitchcock illustrates the development of crime conventions by challenging traditional crime conventions, via representing the shift in the growing independence and role of women in society, by maintaining both genders as main detectives. Thus, Rear Window not only reinforces and extends upon crime genre parameters, but also reflects society’s changing values, hence explaining why it’s considered a critical crime fiction text even today. Unlike Hitchcock who reinvented some crime writing rules, Stoppard completely goes against them. Whilst Stoppard experiments with the classical Golden Age crime conventions, the crime genre is seen to continuously mirror society’s changing attitude and values. In successfully challenging the audience to interpret whether the perceived distinction between what is real and an allusion in crime is essential, Stoppard also leads them to question the restoration of justice. The perceived distinction between reality and allusion is no longer relevant in today’s post-modern world as it was in the Golden Age, due to changing societal expectations, like Stoppard suggests. He breaks traditional conventions, as the margins of a play-within-a-play have been intersected, demonstrating the blurring of reality. Whilst Rear Window uses a cosy setting to depict society’s issues, Stoppard instead parodies it to demonstrate that a crime isn’t always within its confines, and hence defies crime conventions to outline the irrationality of society. The cosy method of contrivance supports this, being parodied through Mrs. Drudge’s absurd dialogue about the â€Å"somewhat isolated Muldoon Manor, which is surrounded by deadly swamps and fog. † Thus Stoppard criticises S. S Van Dine’s code where â€Å"the detective himself† â€Å"should never turn out to be the culprit,† by forwarding the murderous role onto Puckeridge, whom the audience come to learn as Inspector Hound and Magnus also. This is depicted in the final scene through an exaggerated climax of a string of revelations. For eg. â€Å"I am not the real Magnus Muldoon! It was a mere subterfuge. Stoppard effectively emphasises the melodramatic and absurd situation of the play, by demonstrating multiple pauses and an overuse of explanation points in union with stage directions. Through a variety of dramatic devices, the distinction between reality and allusion is dissolved, as Stoppard denounces the lack of innovation and irrelevancy of crime fiction conventions. Society is further challenged by Stoppard to query the relevancy of the nature of truth and justice within the traditional crime fiction genre. So must there always be a hero within the context of the text? The authorities within the play are not central figures, just like the police aren’t in Rear Window, as justice isn’t achieved. But whilst the police in Rear Window are idiotic, Inspector Hound doesn’t even convey detective traits. Alternatively, Inspector Hound is continuously ridiculed through stage directions. For eg. He is wearing â€Å"inflatable swamp boots and carrying a foghorn,† in his entrance. Therefore, The Real Inspector Hound has eloquently challenged the conventions of crime fiction, leading the play to become a significant crime fiction text as it crucially contributes to the revolution of crime over time. In summation, it’s without a doubt that Hitchcock’s Rear Window skilfully challenges the conventions of crime fiction in such a way that classifies the film as unlike your traditional crime film, as he endeavoured to reflect the cultural values of the post-war era. Moreover, Stoppard also extended upon genre parameters in The Real Inspector Hound by satirising the classic conventions of characters and plot from the Golden Age, whereby he duplicated postmodernist beliefs at a point where it was seen as time for change. Thus, both texts have grown to become seminal crime fiction texts, by cleverly reinventing already established crime conventions in numerous ways.

Advertising and Its Effect on the Demand Curve

THE UNIVERSITY OF QUEENSLAND ECON7002 Markets in Action Advertising and its effect on the demand curve Markets in Action Advertising and its effect on the demand curve Advertisement has always been an important market strategy for firms to accomplish their goals. From cereal companies to airline companies, it is inevitable to go through the process of advertising. However, what purpose does advertising serve for consumers and suppliers in the market? In this report, it is to examine the relationship between advertising and the market demand curve.Moreover, the impact that advertising brings toward the consumers and the company supplying the product or service. It is no doubt that peoples’ income is always limited relatively to peoples’ wants. Consumers therefore have to make choices among different products and services (P&S) to satisfy their unlimited wants with limited income. Firms take advantage of this issue by advertising the P&S they produce to increase their pro fits. There are two primary motives for companies to advertise their products and services.The first motive is to shift the demand curve to the right, meaning an increase in market demand for a product/service. The second motive is to lower the elasticity of the demand curve, meaning the demand for a product/service is less affected when the price of that product/service changes (Sloman, Norris & Garratt 2010). There are a number of reasons that causes a demand curve to shift to the right. In the case of advertisement, changing the preferences and tastes of the consumers can have a significant effect on demand.By enhancing the taste and preference of consumers, it draws new and inexperienced customers to purchase the product/service (Acharyya & Mukherjee 2003). Therefore, advertising brings a firm’s product/service to more people’s attention and increases the people’s desire for purchasing it. Advertisements can also eliminate the possible limitations in the kno wledge of consumers and familiarize them with new information about the product/service. Consumers can not review the qualities and values for most products and services in the market until it is purchased, such as kitchen appliances or automobiles.With providing information about the product/service by advertisements, the firm aims to influence the purchasing decision and raise the willingness to pay of the consumers (Erdem, Keane & Sun 2007). For example, SONY can change the consumer’s purchasing preference and taste by conducting a computer technology exhibition that displays the relevant technology information about the computers. Another example is McDonalds creating a television commercial about shaker fries to inform customers about this new product. Below is a figure illustration that shows the effect of advertising by a rightward shift in the demand curve.With the supply curve unaffected, it can be seen that the quantity demanded increases from Q to Q’ when th e demand curve shifts to the right. As for the price of the product/service, it increases from P to P’. Figure1. Effect of advertising by a rightward shift in the demand curve Price elasticity is the responsiveness of consumer demand when the price of the product/service rises or falls. Firms therefore use advertisements to affect consumers purchasing decisions by compelling people to buy their product/service over competitors. This means to make their product/service highly inelastic relatively compared to their competitor’s substitutes.So what factors influence the price elasticity of demand? In this report, five determinants are examined. The first factor is the number and closeness of substitute product/service. For companies that have monopoly power such as oil and electricity, an advertising scheme is usually unnecessary as consumer demand are already consistent regardless of a change in price. On the other hand, firms that have competitors attempts to use advert ising plans to create product differentiation. The second factor is the proportion of income spent on the product/service.Product/service purchases which have a small portion to total expenditure tends to have a lower elasticity, since consumers has less difficulty with the extra expenditure when prices go up. For example, salt and pepper. The third factor is whether the product/service is a luxury or a necessity. Products/services which are necessary goods tend to be more inelastic as they are used to fulfill the basic needs of a consumer even if the prices go up. Whereas luxury goods are more elastic as purchases can be postponed to the future. For example, laundry detergent is a necessity and Tiffany & Co jewelry is a luxury.The forth factor is whether or not the product/service is addictive. Products/services that are habit forming tend to be inelastic as they are required to satisfy the habit of the consumer. For example, cigarettes and alcohol beverages are addictive goods. Th e last but not the least factor is the amount of time consumers have to respond to a change in the price. With a longer time period, the elasticity of demand is more elastic as consumers have more time to adjust their purchasing habit (Welker 2010). In a competitive industry such as electronic products and clothing, the demand curves are most likely elastic.Advertising attempts to make the demand curve of the product/service more inelastic by utilizing the first and third factor in the previous paragraph. Creating more product differentiation to their substitutes and making their products as a necessity. A major method of product differentiation is to instill consumers with brand loyalty. With brand loyal consumers, they are willing to purchase at higher price for the intangible effects of the product/service. Slogans and Logos are popular schemes to familiarize consumers with brand names and increase brand loyalty (Patti 1977).For example, â€Å"Because you are worth it† by L’Oreal Cosmetics and â€Å"Buy it, sell it, love it† from eBay (Oak 2011). Advertisements can change the consumer’s relative evaluation of substitutes by leading them to believe that the substitute brands are inferior. For example, commercial battles between Apple and Blackberry. Nowadays, persuasive advertisements have reshaped the purchasing habit of consumers with culture and life background, leading consumers to think products/services are a necessary good such as cereals for breakfast (Acharyya & Mukherjee 2003).Next page is a figure illustration that shows the effect of advertising by a decrease in elasticity in the demand curve. With the same price rise P to P’, it can be seen that the quantity demanded decreases by a larger amount from Q to Q1 when the demand curve is elastic (curve D). On the other hand, the more inelastic curve (curve D’) has a relatively smaller quantity decrease from Q to Q2. Figure2. Effect of advertising by a decreas e in elasticity in the demand curve Figure3. Effect of advertising by a change in the demand curve With both a decrease in elasticity and a rightward shift in the demand curve, sales are increased from Q?P to Q’? P’. This is due to firms can now charge a higher price in a less competitive environment. So how do companies advertise their products/services? Firms advertise advertisement through a number of mediums, including emails and mails such as Dominos pizza, magazines such as Marc Jacob, bulletin boards such as Billabong, Radio announcements such as AAMI, television ads such as Optus and Yellow pages etc. Companies spend a significant amount of capital and time to plan a strategy to persuade people to purchase products.Some common strategy techniques includes celebrity testimonial, claiming that their products is desirable and consumed by many people, authority endorsements, slogan and logos etc (Gladen 2008). An advertising strategy of Apple is to gain brand loyal ty of consumers while charging at a higher price. Apple posts new advertisements continuously on the internet with branding strategy that focuses on peoples’ emotion such as lifestyle, imagination, aspirations, passion and dreams. It also uses advertisements to show an indefinable â€Å"cool† element associated with every new innovation devices that they produce.The demand for Apple products will therefore inevitably be increased by bringing in new customers and increasing the desire of purchase. Another technique is to show that competitors such as Microsoft PCs and Blackberry phones are an inferior product. For example, Apple created the ad â€Å"Mac vs. PC (Deny or allow)† to indicate that it is worth paying higher price for a virus-free Mac then a Microsoft PC (Marketing minds, 2011). For cosmetic brand Cover Girl, one of their strategies is to create a slogan to facilitate brand recognition. This leads to product demand curve becoming more inelastic.Almost all firms create a unique slogan to bolster and augment its business branding. Cover Girl uses â€Å"Easy, Breezy, Beautiful, Cover Girl† as their slogan in advertisements. Moreover, they use celebrity endorsements including Rihanna, Taylor Swift, Jennifer O’Nell and etc. as the face of their brand. Cover Girl also has a $100,000 US contact with America’s next top model every season (the most global popular modeling reality TV show). Celebrity enforcements work in a way that consumers identify themselves with the celebrity in the advertisements, and are mostly likely to increase demand in targeted consumers (Wikipedia, 2011).Advertisements have both advantages and disadvantages towards the consumers and the company supplying the products/services. The advantages for consumers include alerting people to products/services that fulfills the niche requirements they have such as tastes, preference, lifestyle and etc. Moreover, consumers have better access to the prod uct/service information and guidance. On the other hand, disadvantages include overstating the effectiveness of the product/service and mislead the consumers to make bad purchasing decisions.It also creates dissatisfaction for some people as their income cannot afford the desired product. Advertising appeals can also affect people’s health by promoting alcohol and cigarettes. For companies that supplies the products and services, advantages include increasing the exposure and awareness of the new developed products/services to consumers. Increase sales and profit if advertising scheme is successful. The form of online advertising using YouTube and other video sharing websites decreases the costs of supply.However, disadvantage includes spending excessive money on celebrity endorsements or on AFL half-time broadcast with no significant profit gains (Akrani 2010). Successful firms have a good understanding in who purchases their products, why consumers purchase their products a nd what advertising strategy to utilize to influence consumers purchasing decision. From this report, it can be seen that companies use a variety of advertisement plans to increase the demand of their products/services as well as to reduce the elasticity of the products/services.By changing the demand curve with a rightward shift and with a steeper slope, the main goal that firms are trying to achieve is to increase the sales and profits. Some advertising strategies might induce disadvantages to consumers and suppliers, but with suppliers applying the most suitable strategy by research and evaluation, it is more likely that both parties will benefit from the advertising result. Reference Sloman, J, Norris, K & Garratt, D 2010, Principles of economics, 3rd edition, Pearson Australia, NSW Australia Acharyya, R & Mukherjee D 2003, ‘Advertisement and Markets’, Economic and political weekly, Vol. 8, No. 50, pp. 5236-5239 Erdem, T, Keane, MP & Sun, B 2008, ‘The impact o f advertising on consumer price sensitivity in experience goods markets’, Quant market economics, Vo. 6, pp. 139-176 Patti, CH 1977, ‘Evaluating the role of advertising’, Journal of advertising, Vol. 6, No. 4, pp. 30-35 Welker, J 2010, The role of advertising in determining price elasticity of demand, viewed 27 Sep 2011, http://welkerswikinomics. com/blog/2010/10/04/im-proud-to-be-a-canadian-and- i-like-beer/ Oak, M 2011, Famous commercial slogans, viewed 27 Sep 2011, http://www. buzzle. com/ articles/famous-commercial-slogans. tml Gladen, NR 2011, Advertising and persuasive strategies, viewed 28 Sep 2011, http://naomi- rockler-gladen. suite101. com/advertising-persuasion-techniques-a52647 Marketing Minds 2010, Apple’s branding strategy, viewed 28 Sep 2011, http://www. marketing minds. com. au/branding/apple_branding_strategy. html Wikipedia 2011, Cover Girl, viewed 28 Sep 2011, http://en. wikipedia. org/wiki/CoverGirl Akrani, G 2010, Advertising-Advertisi ng management features and benefits, viewed 29 Sep 2011, http://kalyan-city. blogspot. com/2010/07/5-ms-of-advertising-advertising. html

Safe Dance Practice – Year 11 Dance

Safe dance practice is the guidelines and principles put in place to reduce risk of injury and help prolong a dancer’s career. We need an understanding of body placement, kinaesthetic awareness and coordination to perform to our full potential if wanting it to be successful. Dance as an art form is trying to communicate an idea or concept intent to an audience. The movement will partially communicate that, but it is how you express the movement that will tell a story. Our core performance choreographed by Miss McKellar to ‘A Woman’s Work’ expresses movements that relate to the lyrics of the song. These movements use various dance techniques and body skills to portray the concept intent. These dance techniques include body awareness, technique, body articulation, axial movement, locomotor movement, turns, falls, balance and kinaesthetic awareness. All these dance techniques enhance my performance of the dance by reaching out to the viewer so they understand the meaning of the dance. In our core performance, body awareness is the need to develop a full connectivity between the different parts of the body to be able to move with the utmost efficiency while taking risks and maximizing every moment. In the dance, we use body awareness all throughout the dance. An example of this technique is shown when on the floor, while my left knee is bent in a flexion movement our right leg is extending away from our body in a turned out manner. My torso is contracting over my extended leg while our arms are scooping the negative space around the shape. While in this shape, we need to be aware that our arms are not behind our body as this may cause us to lose balance and stability. In this shape, I try to keep a turned out position and weight placement correct. If not on balance I could disrupt the line of placement and fall over, causing the line of movement to be distorted. Body awareness refers to safe dance practice by referring to how I am aware of how my body and how it is aligned to perform safe dance movements. Another example of dance technique is body alignment. Body alignment is the stacking of bones to create alignment used for safe dance practice. It is the placement of bones in such a way that increases physiological effectiveness and health. An example of body alignment in our core performance is our starting position. Our starting position is where our knees are bent and on the ground, and our torso is hinging back. In this position I try to keep my cervical vertebrae, thoracic vertebrae and lumber vertebrae all in line to keep a flat back. If arched, it could end in possible injury to the lumber vertebrae. Body alignment refers to safe dance practice as it plays a major role in dance technique and enhances our concept intent in our major core performance. A locomotor movement is movement that travels from place to place, usually identified by weight transference on the feet. A turn is a move or a cause to move in a circular direction wholly or partly around an axis or point. Elevation is the action of fact of elevating or being elevated. It is the increase in the amount or level of someone or something. An example of a locomotor movement that involves the movement to turn and use elevation is the turning attitude leap in the second chorus of our core performance. When preparing for this jump I needed to make sure that my knee and foot weren’t misaligned as that could have ended in a possible twist of the ankle. Another misalignment that could happen is when preparing, I needed to ensure that my feet were aligned and not in an eversion. Whilst on the way down from the attitude leap, it was essential that I articulate my foot to land properly and safely. If I hadn’t landed safely it could have resulted in a knee or ankle injury. During this jump I could have used more elevation to reach my potential in jumping higher and getting my legs into a better attitude leap. When turning in the attitude leap, I need to spot quicker as I was disorientated when I started to move on to the next movement in the phrase. This shows safe dance practice as I go through the steps that are essential to execute the movement safely and properly. Balance is an even distribution of weight enabling me to remain upright and steady. Control is the ability to employ dance techniques to meet the needs of the core performance. An example of balance and control is after getting up off the floor from rolling, I go into an attitude pivot around myself. This movement requires a lot of control and stability as; if not on balance I could fall and injure myself by rolling in my knee or being completely off balance and falling over. During this movement I needed to ensure that I stabilised my supporting leg and used counterbalance of my bent attitude leg and diagonal arms to guarantee the safeness and on balance of the movement. Balance and Control are shown in the core performance and are connected to safe dance practice as they show variation from strong and rough to soft and controlled. A fall in dance is an action moving downward, typically slowly and controlled, from a higher level to a lower level. It is an act of falling or collapsing, all the while controlled and making it seem and look easy. An example of a fall in our core performance is when we hinge back and gracefully fall onto the ground. This movement occurs multiple times as it symbolises being weighed down. This movement takes place by my legs are in a flexion position at the knees and hinging my torso back in a straight line with my cervical, thoracic and lumber spine which creates a straight line from my knees to my head. I then bend my right knee even further and roll through my toes and land on my tibialis anterior and peroneus longus. This movement could cause an injury if I misalign my leg and land on my knee. This movement shows the techniques used to sustain a fall and is applied to safe dance practice by using numerous muscles to control the landing of a fall. Body articulation is the ability of the dancer to isolate and combine individual body parts to communicate a desired intent. Body articulation is another body skill. Body articulation refers to safe dance practice as I am performing and executing the movement safely. Axial movement is any movement that is anchored to one spot by a body part using only the available space in any direction without losing the initial body contact. Axial movement can also be called a non-locomotor sequence or movement as it does not travel from one location to another. In my core performance this body skill can be a movement at the start. Just after I get up off the floor and arrange my legs to an open parallel position on rise with my arms reaching to the diagonals above our head. In this position my arms and legs are reaching to the four corners of my shape. In this shape, if not on balance, I can fall or stumble. In my dance I found that I was a little off balance and I needed to fix it before I fell over. I used my arms and legs as counterbalance and reached up and out of the position so I wasn’t sitting in the shape. I found when I thought this that it helped more than I original thought. Axial movement relates to safe dance practice by using several muscles to prevent any unwanted stumbles and misalignments. During the course of the dance there were many other important dance techniques that were used to portray the concept intent. Strength, endurance, coordination and anatomical structure are more techniques used to enhance my core performance. All these dance techniques relate to safe dance practice as they all correct basic technique faults to move more safely and efficiently in my core performance. hOne important dance technique that is used to improve yourself and your dance includes strength. Strength corrects technique and rehabilitates any injuries that could have happened during the course of a time period. Strength also improves your performance by strengthening your muscles. In order for me to use this strength in my dance I need to work up to it. Various exercises are used to build up strength and over time it will increase your durability and overall strength. Endurance is another technique that is used throughout the dance. Endurance is the capacity of something to last or withstand wear and tear. It is the fact or power of enduring a difficult process without giving up or giving away. Developing endurance is important in my core performance for the reason in that it tries to avoid muscle exhaustion and the potential risk of an injury. Muscle exhaustion can be circumvented by performing repeated movements such as rising, bends, and repeating sequences for gradual improvement over a period of time. Coordination is the process or state of coordinating or being coordinated. It is having a sense of direction and to have control over many movements. In the core performance coordination is needed greatly as there were many different and rapid direction changes and quick steps and movements. Without a sense of coordination I would have been completely disorientated and possibly fallen due to me being confused and mixed-up with the directions. Flexibility refers to the range of motion possible at a given joint determined by the lengthening and elongation of muscles and fibres. Flexibility was required to do the core performance properly as there were many moments in the dance that required the flexibility of one self to properly execute the movement. Safe dance practice enhances my core performance dance by adding to the choreography dance techniques in order to personalise the dance. Safe dance practice is the guidelines and principles put in place to reduce risk of injury and help prolong a dancer’s career. Dance as an artform is how you try to communicate an idea or concept intent across to an audience.

John Steinbeck’s use of Realism Essay

John Ernst Steinbeck has written many award winning novels, some of which has even been produced as plays that captured audiences everywhere. Steinbeck wrote about real life experiences using realism, characterization, and dreams to emphasize his points and make an impact on his readers in order to reform or change society. The realism used in Steinbeck’s works is not only effective in informing the reader of circumstances that should be changed, but this nineteenth century literary style also creates great feelings of empathy toward the characters and their dreams. Steinbeck used realism to convey his points for a purpose, and his main purpose was that he wanted something to be made known to the public. Of Mice and Men and The Grapes of Wrath both tell of the hardships people went through and also the harsh conditions of their situations. The characters in both of these novels play and important role in personalizing the occurring events for the reader, making the novel more effective in getting the writers’ messages across to the audience. Steinbeck’s use of the American Dream and the will for the characters to succeed is also evident throughout the two novels. These dreams help the reader to relate to the characters, therefore making a bigger impact on those who read the novel. John Steinbeck’s novel â€Å"The Grapes of Wrath†, tells of a very harsh journey to California that the Joads, like many other families in the 1930s Depression era, embarked upon in order to find work and escape their dying farms in Oklahoma. During the depression a severe drought covered the plains, called the Dust Bowl. This natural disaster destroyed any chance that the farmers had of making a living, and they were forced to travel west and leave their homes in hopes of finding a job. Part of the novel’s sense of realism comes from the setting. The Joads head to California from Oklahoma and their journey is characterized by poverty, starvation, death, and suffering (Stegener 405). Steinbeck not only utilizes the setting as a sense of realism but also uses vivid description and specific details to draw attention to the numerous hardships encountered by the families forced to travel west in search of opportunity (Jackson 316). The first evening after the Joads leave their home, they stop on the side of the road to help another family. This family  is very thankful for the Joads help, and offers their tent for the Joads’ sickly grandfather, but unfortunately Grandpa passes away that night. The family is troubled from the very start of their journey and Steinbeck creates feelings of sympathy toward the Joads as well as the other families in the same situation. As the novel progresses, the family’s disparity becomes more and more evident. Grandma Joad dies shortly after Grandpa does and since the Joads are indigent and can barely meet ends to survive, they are forced to beg for money to bury Grandma Joad. Despite family’s disappointments, they just keep going (Britch and Lewis). As they continue to travel the Joads encounter many more obstacles, but there is one incident as the novel comes to a close. Rose of Sharon, the oldest daughter, goes into labor and her baby is stillborn. Rose of Sharon notices a dying old man who is malnourished and offers him her breast milk so that he might be able to survive. As the novel closes, the reader is left with despair and a sense of loneliness. Steinbeck’s uses of realism makes a strong impact on the reader, which makes this one of the greatest American novels ever written (Jackson 316). Of Mice and Men was also written during the time of the 1930s, the depression era. This novel is a short story of two men a small, short, and smart guy named George and a big, tall, mentally retarded man named Lennie. The novel is based around these two main characters and their journey to fulfill their dream to find true happiness on a farm that they can one day call their own (Hearle) In â€Å"Of Mice and Men† the use of realism is not only seen through the depressing life of George and Lennie, but it also shows the life that Crooks, a black stable hand on the farm, had. The character of Crooks is used to symbolize the social standing of the black community occurring during the time at which the novel is set. Crooks is a lonely African American on the farm that feels out of place. As George and Lennie explain their dream to Crooks he brushes them off and says that no one around here can implement their dreams. This realism gives the reader an impression that Crooks has absolutely no hope. However, Crooks may be pessimistic, but yet even he has a dream, which is the hope of one day experiencing the joys of  his childhood again. Crooks’ character is portrayed as very lonely in the novel, this is evident when Crooks explains, â€Å"A guy needs someone.† (Mice 77). Crooks is telling the reader the need of human interaction. This realism that Steinbeck uses shows the reader the harsh realities of the black community during the time of the depression in the 1930’s Steinbeck not only uses realism to make an impact on his readers but he also uses strong characterization to his advantage as well (Howard). By using characters such as Ma Joad and Curley’s wife, he is able to personalize the novel for the reader. This technique that Steinbeck uses makes the reader feel like he/she can relate with the characters’ struggles, therefore, creating a greater sense of understanding toward the characters’ situations (Horn). These two characters can best be described as strong, courageous, and they show great amounts of integrity as well as faith. In order to write a great book that will make an impact on the reader, the author must not only use realism but also have a strong sense of characterization for the reader to relate to. Steinbeck successfully achieved both of these aspects of a great novel. John Steinbeck’s character, Ma Joad in â€Å"The Grapes of Wrath†, is the epitome of a strong character. She is a supportive, loving woman, and surprisingly the family’s center of strength (Britch and Lewis). She is intent on keeping the family whole and together. The family looks to Ma Joad for their source of hope and encouragement. She is the emotional and physical backbone of the family, and it is very important to her to provide the family with comfort, nourishment, and support. â€Å"Without warning Grandpa began to cry. His chin wavered and his old lips tightened over his mouth and he sobbed hoarsely. Ma rushed over to him and put her arms around him. She lifted him to his feet,her broad back straining, and she half lifted, half helped him to the tent† (Wrath 185). Steinbeck makes it clear to the reader in this passage that Ma is the first to step up in times of need, and she puts others before herself no matter what. â€Å"Under the spread of the tarpaulin Grandma lay on a mattress, and Ma sat beside her. The air was stifling hot, and the flies buzzed in the shade of the canvas. Grandma was naked under a long piece of pink curtain. She turned her old head restlessly from side to side, and she  muttered and choked. Ma sat on the ground beside her, and with a piece of cardboard drove the flies away and fanned a stream of moving hot air over the tight old face. Rose of Sharon sat on the other side and watched her mother† (Wrath 285). The reader notices several times throughout the novel that Ma will care for anyone in need no matter what the circumstance. â€Å"In show of her fundamental spirit she accepts Casey into the family because the Joads just do not refuse ‘food an’ shelter or lift on the road to anybody that ask[s]'† (Britch and Lewis). She takes it upon herself to look out for to avoid any discouragement to the other family. Grandma dies in the back of the wagon with Ma by her side, but trying to avoid any discouragement to the other family members, Ma does not share the news until they have reached their stopping point. The strength that Ma shows in this situation is far great that any exhibited by the other family members. â€Å"Her capacity to care marks the measure of her self-respect. â€Å"As the action progresses her caring does not change in kind but rather grows in breadth and intensity† (Britch and Lewis). By creating such a noble character, Steinbeck greatly influences his readers, and his efforts in sharing the hardships these families in the 1930s went through are successful. The character of Curley’s wife is a very vivid and unique one. She represented the way that women were viewed by society as a whole. Steinbeck portrayed Curley’s wife as a temptress, when actually the woman is just craving for attention. Steinbeck made Curley’s wife stand out by the fact that she was the only woman on the ranch, she was the only one who dressed to impress, and the only person without a full name (Thesing). Steinbeck often used very colorful statements like â€Å"She had full, rouged lips and wide-spaced eyes, heavily made up. Her fingernails were red. Her hair hung in little rolled clusters, like sausages. She wore a cotton dress and red mules, and the insteps of which were little bouquets of red ostrich feathers† (Mice 31). These vivid and wild descriptions that Steinbeck created for Curley’s wife is just one of the many characters that Steinbeck created, in order for the reader to feel or relate to what the character is going through. In Curley’s wife’s case she is an attention deprived woman that is just one of the many lonely people on the ranch. â€Å"Of Mice and Men† and â€Å"The Grapes of Wrath† both examine the morality and necessary actions the characters choose as they pursue their dreams. Steinbeck uses the concept that dreams are better that reality, but that the dream is really hard to grasp. This concept is also used by three other famous authors who are Crane, Norris, and Dreiser (Benson 256-257). What is the American dream? The American dream is the faith held by many Americans, that through hard work, courage, and determination one can adhere financial prosperity and also some believe that it is led to an emphasis of material wealth as a measure of success and/or happiness. Like many people today the characters George, Lennie, Candy, Curley’s wife, and the Joads all wanted the American dream. Most of their dreams of success, wealth and prosperity were depleted by the harsh realities of life. Most of the characters in the novel Of Mice and Men have a dream of something. George and Lennie are best friends that go everywhere together. Their dream is to someday own a farm of their own and have rabbits to tend to. The dream to Lennie is an antidote to disappointment and loneliness, and he often asks George to recite the description of the farm to him. This dream is ultimately lost when Lennie kills Curley’s wife and George kills Lennie towards the end of the novel. This dream was later shared by two other friends on the farm, Candy and Crooks. As the reader can see these dreams are one way that the characters can cover up the loneliness and hopelessness of their existence. One other character in the novel that had a dream is Curley’s wife. Curley’s wife’s dream is her fantasies in becoming a part in movies and having a life of luxury. This dream is shattered and never fulfilled, because of the dissatisfaction of her life and when she is accidentally killed by Lennie. As the reader can see the dreamers in the novel are undermined by the hard facts of reality (Astro 43). In the 1930s the country suffered ecological devastation called the depression. During this economy downfall the mid-west prairie state families suffer from a large drought that leaves them with nothing to survive. This terrible phenomenon is called the Dust Bowl. In attempt to escape this unforgettable time, a family called the Joads dream of wealth and success in  the great state of California. In order to pursue their dream they have to leave their belongings behind. This journey carries death and suffering with it when Grandma and Grandpa Joad dies and many of the family members leave the family. The family left Oklahoma in order to find jobs in California (Hearle). The Joad’s dream, which is well known as the American dream, is shattered by certain events and conditions that the Joads faced. In conclusion, John Steinbeck’s style of writing impacted society just as he had hoped. He wrote about real life experiences and hardships to show the reader what people went through, like the Joads and the many characters in â€Å"Of Mice and Men†. Steinbeck informed the reader of what families had to overcome, which ultimately impacted whoever read his novels. The use of realism, characterization, and dreams in his two novels made them the greatest American novels in history. Works Cited Astro, Richard Dictionary of Literary Biography, volume 9: American Novelists, 1910-1915. A Bruccoli Clark Layman Book. Ed. James J. Martine. Saint Bonaventure University. Gale Research 1981. 413-68 Benson, Jackson J., â€Å"John Steinbeck: Novelist as a Scientist,† in Novel: A Forum on Fiction. Spring, 1977, 228-264. Britch, Carroll and Cliff Lewis, â€Å"Growth of the family in The Grapes of Wrath,† in Critical Essays on Steinbeck’s The Grapes of Wrath, Ed. John Ditsky, G.K. Hall. 1989, 97-108. Hearle, Kevin Dictionary of Literary Biography, volume 212: Twentieth-century American western writers. Second series. A Bruccoli Clark Layman Book. Ed. Richard H. Carcoft Brigham Young University. Gale Research Group. 1999, 278-294. Horn, Jason G. Dictionary of Literary Biography: volume 275. Twentieth century American Nature Writers: Prose A Bruccoli Clark Layman Book. Ed. Roger Thompson, Virginia Military Institute, and J. Scott Bryson. St. Mary’s College. Gale Group 2003. 314-323 Jackson, Joseph Henrey. â€Å"The Finest Book John Steinbeck has written.† Contemporary Literary Criticism, volume 59. Ed. Roger Matuz. Detroit, MI: Gale Research Inc. 1990. 316-317. Levant, Howard. â€Å"The Novels of John Steinbeck: A Critical Study.† Contemporary Literary Criticism, volume 75. Ed. Thomas Volteler. Detroit, MI: Gale Research Inc. 1993, 356-351. Steinbeck, John. The Grapes of Wrath New York, New York: Penguin Books U.S.A Inc. 1992. Steinbeck, John. Of Mice and Men, New York, New York: Penguin Putnam Inc. 1993. Stegner, Wallace, â€Å"The True Adventures of John Steinbeck, Writer† Contemporary Literary Criticism, volume 34. Ed. Sharon K. Hall. Detroit, MI: Gale Research Company, 1985. 405. Thesing, William B. Dictionary of Literary Biography, volume 7: Twentieth-century American Dramatists, first series. A Bruccoli Clark Layman Book. Ed. John MacNicholas University of South Carolina, Gale Research. 1981. 271-276.

Belonging: Decision Theory and Refugee

Is belonging really a choice? Can this statement apply to every experience related to belonging? Like the refugee experience? Does a refugee choose to belong or not belong? Good afternoon Ms Freckman and Ms Williamson. Belonging is a sense of connection to people, places and the larger world. Not belonging is a lack of connection to these things. But there are often barriers to belonging were people do not have the choice to belong or not belong. This understanding shows that belonging is not as black and white as simply choosing to belong or not belong. â€Å"Scattered People† is a photograph documentary by Cassandra Mathie that documents this idea. It consists of 3 series’ of black and white photographs, each series depicts a different refugee’s story about belonging in Australia. Each series contains 6 photographs and each photograph is accompanied by a quote from the refugee. The refugees are â€Å"scattered† because they all struggle to belong to where they have come from and where they are now. The second series captures the story of a Sri Lankan refugee who is prevented from belonging by the Australian government and is faced with the loss of choice in belonging. These themes of prevention and loss of choice in belonging communicates the idea, belonging is not as black and white as simply choosing to belong or not belong. To understand this idea of belonging we can analyse a quote given to us by the refugee. She says, â€Å"I have come here to ask for protection and like to get freedom because in my country I can’t live as my name, as my person†¦ still I haven’t heard a decision if they decide i am a refugee yet†¦ †. She has used the verbs â€Å"can’t†, â€Å"haven’t† and â€Å"yet†. They have strong negative connotations, highlighting the fact she is prevented from belonging. Strong nouns like â€Å"prevention†, â€Å"freedom† and â€Å"decision† are also used to express she has lost her choice in belonging.

Why Teachers Are Important

Why Teachers are Important Teachers are important because they educate the students by preparing them for a triumphant future. The number of human beings in the world is increasing every second of every day which is why it is not a surprise that teachers other than special education teachers hold about three point five million jobs (McKay, Dawn R. ). As each child grows older, he/she needs to learn in order to survive; teachers are the ones to instill knowledge (DeRoy). Every single person needs an education. To start most careers, a college degree is required.In order to get that college degree, an individual must complete grade school and high school and receive a high school diploma or GED, then complete college courses to learn the degree of choice. Children must be prepared for school and this starts with parents teaching them basic understandings of their alphabet and numbers (Archived: Early Childhood Education). If the students are not equipped with the basic knowledge, then they are bound to drop out of school (Shargel 19). Throughout the world, there are seventy two million children who are not getting the proper schooling they need (DeRoy).These children cannot better themselves through life without an education that can help them through the struggles of everyday life that only schooling can support. In those schools, teachers teach every single person how to write, how to read, how to do multiplication and addition facts, and how to write essays (McKay, Dawn R. ). Many people can think back and remember every teacher they have ever had, and if they cannot remember every one, then they at least remember their favorite one. Teachers are the ones who educate generations of people globally (DeRoy).There are many different teachers all over the world. There are teachers, who teach driving; there are teachers who teach art, and teachers who teach pupils how to construct machines. There are even teachers who teach teachers! All teachers however have to st art off somewhere, and that’s in a class room. Once schooling requirements have been met and some experience has been made, some teachers can become school administrators or can even get additional training and become a school librarian or a guidance counselor. Public school teachers in every state are required to have a achelor’s degree (Haugen, Lee). There are many states in the U. S. that even require a Master’s degree within a certain time frame. The future teacher must have fulfilled an official training program that includes earning a specific amount of educational credits. When it comes to teaching early education such as preschool, the requirements for training differ; some states require a bachelor’s degree while others accept just an associate’s degree (McKay, Dawn R. ). Absolutely all teachers, in every state, and the District of Columbia are required to be licensed.To get a teaching license, one must generally pass an exam that demonstr ates proficiency in basic skills and proficiency in the subject area that is desired. Licenses are normally issued by state boards or departments of educations (McKay, Dawn R. ). Since the world’s population is growing the teaching occupation is growing exceedingly as well. Employment of kindergarten through secondary school teachers alone will grow as quickly as all occupations through 2018. Location is key. Jobs are not meant to be everywhere in the world, if that was so then jobs would be given to anyone with a high school diploma.Also grade level and the subject specialty will have a great affect on job opportunity (McKay, Dawn R. ). In many schools today, students are required to have at least three years of a language course. People who have completed up to three years of a language are more likely to get a job over a competitor who has not had this extra information. Teachers are more likely to get a job over someone else if they indeed, can speak another language beca use they can help students who do not have English as their first language, which produces maximum learning efficiency (DeRoy).The most basic and most important teachers in the world, however, are grade school and high school teachers. Every single student must pass each grade in elementary school in order to go on to high school. Then in high school, the student must pass grades nine through twelve in order to receive one tiny piece of paper that gives individual opportunities in life. That piece of paper is called a diploma (McCourt). That one little piece of paper can make or break a person’s entire life. A diploma or equivalent, GED, is without any exception, required for college. There is no way to skate around it and hope to get in without one.Teachers need to be able to handle students, and teach them the curriculum that is required for the grade level. What makes a great teacher so incredible is their personality. They capture the minds and attentions of their pupils and without realizing it, get the students to understand the topic and remember it. Many students become teachers themselves because they loved their teacher and wanted to follow in the footsteps of them (College Board). A man named Eric Hanushek says that â€Å"teacher’s quality matter so much that a student is likely better off in a bad school with a good teacher than a good school with a bad teacher. If the teacher is good at his or her job, then odds are that student is going to do well academically no matter what. An author and teacher William Sanders once wrote that : â€Å" although an effective teacher can facilitate excellent academic gain in students during the years in which they are assigned to them, the residual effects of ineffective teachers were measurable two years later, regardless of the effectiveness of teachers in later grade. † In simpler words Sanders is saying that if a pupil has one exceptional teacher, then their learning can become corrupt f or years to come.Teachers indeed have an impact. Those students whose guardians are poor may have a hard time in school, but if they were to receive excellent hard working teachers who are willing to teach them, that problem could very well disappear entirely (Hanuskek). There are many ways that a parent or guardian can put their child through schooling. The government is here to help everyone be the best that they can be in this world, for themselves and for the community as a whole (Archived Early Education). Many people sending their children to school worry about their food consumption.They worry that the kids will sit astray with no food while others have a plentiful lunch and snack. Proper schools will not let that happen. A child will not go hungry or thirsty while a teacher or administrator is in that building. These are formative years in children’s lives, and the education and attention that every student requires is very important in determining the future of those pupils (Teachers: Kindergarten, Elementary, Middle, and Secondary). College teachers and professors are more tough on their students than those who teach younger levels.This is because those teachers know what the real world is like (DeRoy). They have hands on experience. Each and every teacher knows how hard it is to get into college, get good grades, graduate, and get hired in a respectable school. They know that students need to get the degree of their choice in order to start a career. The individual needs to buckle down and get to work. Some students may have had bad study habits or bad learning habits in general and the college teacher will help to improve these abilities but will not however hold one’s hand while doing it (Haugen, Lee).College teachers typically teach about seven courses in their subject for example ranging from calculus, statistics, algebra and geometry. Not only may they teach graduates, but they could very well teach undergraduates as well. The tea chers in college do not necessarily teach pupils who have just gotten out of college and are not yet twenty years of age. They can teach all different ages that have no limit. A professor could be teaching someone that is the same age as their grandmother. Knowledge has no age limit and everyone is capable of retaining new material (Teachers—Postsecondary).Many teachers have very different and complicated schedules. Unlike grade school and high school classes that take place all day everyday Monday through Friday without change, these teachers have different obstacles. They may teach three classes a week and each class may be at different times every day. Many college teachers find the environment intellectually stimulating and rewarding because they are surrounded by others who enjoy the subject that they are teaching (Teachers Count). This is very different from younger grades and can be very stressful on students but teachers normally grow accustom to their hectic schedule . Teachers—Postsecondary) An impact that a teacher has on a student is extraordinary. Students spend more time with their teacher than they do with their parents or family while going to school. Teachers are no longer just training their pupils mind for an education but are affecting the intellectual, emotional, and social development of each student they meet (Teachers Count). Teachers are respected by others because they are viewed as knowledgeable about different subjects of school and because they take care of society’s children.Students look up to their teachers for guidance when they are most vulnerable (Rose, Mike). If a student is unsure about something they ask their teacher and trust that the answer given to them is the right response. A teacher spends an entire year with a handful of students. In that time they should have a pretty general idea about each and every pupil in the seats before him or her. Through the teacher’s words and through their act ions, they are being a role model to a student. The teacher provides a special window for the student on a possible future (Adviser, Teacher, Role Model, Friend).Teachers make the world go round. Teachers have the ability to shape and mold the attitudes and values that their pupils possess. This possession can be beneficial with extraordinary outcomes. The society needs decent human beings who know right from wrong and who know how to help the community so the world can be a better place. By teachers enlightening students with more in-depth attitudes they are shaping the world with a strong society (Adviser, Teacher, Role Model, Friend) Teachers are the foundation of this world.They bestow knowledge to all people of every age. Teachers do not just instruct math skills or English skills. They teach moral lessons to everyone willing to learn. When it comes to knowledge, the poorest person in the world could be rich, rich with knowledge. A teacher cannot just stand in front of a room a nd teach. The material in which they preach must be accurate and the students must understand it. One cannot call himself or herself a teacher if the students are not learning the material. The opinions of society can be very influential.If teachers are being viewed negatively than the students are not going to take the teachers seriously and will not respect them not soak up the information that they need (Shargel 19). A proper and positive learning environment is not all that is needed to educate students. Teachers need to radiate positive attitudes and let their students know that they are in charge and that they are there to help the students for a triumphant future that they will need to survive in the world full of seven billion people (McKay, Dawn R. ).

Explain how neuroscience research with humans and animals has advanced Essay

Explain how neuroscience research with humans and animals has advanced our understanding of the role of the amygdala in fear processing - Essay Example stifications for the fear/panic response is an evolutionary self-preservation mechanism with the obvious intent of preserving the organisms safety in situations of predation or other forms of physical danger. (Holt, 2008) the essentials of the mechanism that initiates the fear/panic response appears to be rooted in a signaling process directed towards the amygdala. This region upon receiving the signal appears to demonstrate a priority stimulus, by which the relative importance of a particular external phenomena is impressed into a neural cellular pattern that can trigger emotion – based responses. This would include the fight or flight mechanism, common to virtually all chordates, including humans. (Blanchard, 2008) as well as other emotional states that are responsible for the regulation of the appropriate endocrine functions that would permit the appropriate response, such as increased output in the adrenal glands for instance. Researchers have found over the years that while a particular unpleasant stimulus can trigger the fear response in the amygdala of humans and other mammals, there is also the possibility of a fear stimulus based simply on the threat of an event; through the mechanism of fear conditioning. The fear response has been studied in regards to the contributions of the human amygdala; which demonstrates involvement at all stages of fear/panic conditioning or phobia acquisition. (Delgado et al. 2006) Classical studies have warned human subjects that a particular color presentation will presage a mild electric shock to the wrist, and the reactions garnered from the subjects prove that in humans physiological conditioning to fear can be easily achieved, in a process called instruction acquisition. (Hugdahl & Ohman, 1977) Activity in the left amygdala could be measured using functional magnetic resonance imaging even though during the course of the study, none of the subjects actually received the mild electric shock to the wrist that they were

Critical Review Assignment Example | Topics and Well Written Essays - 1250 words

Critical Review - Assignment Example In many cases, the performance or social situation is not used though sometimes it is considered with horror. For individuals who have not attained 18 years of age, there is persistence of the disorder for six or more months before its diagnosis. This disorder must trigger clinical distress that is vital in the occupational, social, or other significant functioning areas. Social phobia is not due to abuse of substance, medication, or medical condition. The disorder also involves excessive worry, or self-consciousness on what others think of the victim (Turner et al., 2002). The victim of the disorder is always afraid of being judged, shamed, or ridiculed by others, hence absence of oneself in social situations, incidence or prevalence, nature or course of social phobia, as well as the related social and economic burden from a local and global perspective. Studies based on communities have made it clear in their reports that social phobia can be a lifetime issue. The prevalence ranges from 3% to 13%. Many individuals who suffer from the disorder fear speaking in public. A few of those suffering from the ailment also fear relating to strangers and meeting new people (Rutz, 2006). In outpatient hospitals, social phobia ranges from 10% to 20% of patients suffering from anxiety disorders. This disorder does not arise in situations of inpatient admissions. Social phobia starts in teenagers, which sometimes emerges from the history of childhood shyness, or social inhibition. Nevertheless, children experience its start in early stages of their childhood. Onset may at times follow a humiliating and stressful experience. Although other people do recover or improve from this disorder, it is always prolonged, and the course fluctuates with stressors of life. For instance, social phobia may decrease when a person with the disorder marries. Individuals suffering from social phobia may arise with issues, negative evaluation, and rejection or anti-criticism. Victims find it di fficult to be assertive, and feel inferior or lowly placed in the society. These victims possess inadequate social skills that are always anxious. The victims may also underperform at school because of participation in class or avoiding classes. People suffering from the disorder do not perform at work because of being anxious. They also fear speaking in public to colleagues and authorities. These people have few relations; hence, they do not marry (Long, 2005). In the worst instances, the victims leave school, work, hang with unfulfilling friends and totally stay away from dating or refrain from their original family. B) Psychosocial and contextual factors that increase the likelihood of admission to an acute mental health setting (Hint: Consider case examples from your clinical placements and what the research literature informs about precipitating, and maintaining factors for any given individual with the mental health issue chosen). Although psychosocial and particularly behavio ural interventions appear to be effective in the reduction of mental disorders, they do have negative effects. These include the following: they may be insufficient because their effects vary in different children, the cost is high in terms of time and resources, and there is minimal evidence on generalization, maintenance, implementing across domain and settings simultaneously to arrive at optimal effects (Fabiano & Pelham, 2002). As behavioural strategies need persistent and

Does anonymity on the web give people too much freedom to torment Essay

Does anonymity on the web give people too much freedom to torment others - Essay Example Potential victims are also protected this way. Patients and parents, for instance, can talk about sensitive matters in open forums (Milner). Victims of discrimination and crimes can also speak out anonymously. Nowadays, there are uncountable chat rooms where people get to speak openly of how they feel about their jobs, spouses and even lifestyles. The debate on gender equality, for example, saw many women and men express themselves. Both uncivil and polite responses were accepted in the forum. This made it easy to reach quick decisions by hosts. As Milner claims, Anonymity can empower those who seek consolation and justice to speak out .Victims of rape, for example, can talk about their ordeal without the fear of rejection or shame. On the other hand, anonymous people can intimidate other web users or even go as far as stalking them. Bias motivated stalking and sexual invasion of privacy are a major menace that come with anonymity. The two interfere with other peoples employment and general lifestyle. People get a chance to be heard on the web through Anonymity. Before the invention of the internet, only influential people were fortunate enough to be listened to. Anonymity also ensures the protection of Democracy and civilian rights. Discussing political matters without anonymity would not be possible. This is because politicians are very influential people and therefore common individuals would not risk confrontation by expressing their views. People get to know what other people think concerning particular issues. On the other hand, people can take advantage and misuse their freedom of expression to hurt and threaten others on the web, an act called trolling. Trolling can be offensive, disturbing and at times shocking. Anonymity on the web only gives web users enough freedom to express themselves. Anonymity does not give people freedom to torment others. It is a privilege that needs not be interfered with. As

Factors affecting inflation rate Oman Assignment

Factors affecting inflation rate Oman - Assignment Example 21.54964 6.704981 2.19058 4.2857 8.11088 11.538462 2.801932367 14.6666667 Â   Â   Formula: Current year - Previous Year/Previous year*100 Â   Â   Â   From the above table it could be understood that the perspective of Oman inflation rate in the consecutive years has taken a leap from 2000 onwards. Starting from 2002 it can be seen that consumer price index has varied with some consistent rates of inflation. Starting from 2002 till 2008, there was constant price growth in certain sectors, which has made Oman’s inflationary conditions more severe than any other Middle East countries. Here we can see that there is a persistent inflation in food beverages and tobacco sector from 2002 to 2008 e.g. 0.10 to 21.54 inflation rate. This may be owing to supply bottlenecks and increase in demand. In case of education, recreation and entertainment deflation has taken place from 2003-2005 i.e. -0.79 to -0.10 but again from 2006 onwards growth in price level has been observed, this cert ain fluctuation has occurred due to change in educational demand of the country. In the initial years of 2000 Oman faced minimum growth in medical care due to non availability of proper medical facility and high expense. This is reflected in the change in rate of price change from negative to positive. But it has shown growth later on with response to the factors demanding for health and care of the country and this is again reflected in the slowdown of inflation rate after 2003. Then comes the most important consumer goods clothing and footwear sector where again a fluctuation in the CPI growth rate can be traced in the years 2002-2003 and again in 2006 but in later part it has increased. The manufacturing sector overall showed marked improvement and this might have generated more demand which in turn brought in inflation. In case of housing furniture and rent electricity water and fuel a huge deflation has been observed in the years 2002-2004 consecutively. In both the sectors the re was a downfall because at that time there was no change in the market condition for these years and in 2005 there was ‘0’ growth rate in price. But after that gradually it started taking up its position by severe improvement in the economy of the country. Sometimes growth in a sector can momentarily bring about inflation. The transport and communication sector is though highly developed in Oman with proper facility of road, airport, ports and railway has more or less consistent inflation in the following years except on 2003 when it came down to -0.50. The Government of Oman have made a total investments for major infrastructure projects estimated to be R.O. 15 billion between

EFFCT OF RADIATION ON VETERANS Essay Example | Topics and Well Written Essays - 250 words

EFFCT OF RADIATION ON VETERANS - Essay Example Further, the veterans spend most of their income in seeking medical assistance, which implied that they did not have an opportunity to enjoy the accrued benefits in peace. However, they qualified for benefits, which include disability compensation and medical treatment. Radiation also denied the veterans a chance to remain physically fit. Such is evidenced by the fact that radiation left several of the veteran members as physically unfit to engage in other life activities. These individuals developed illnesses, which makes them unfit to engage in the process of war of peace keeping (U.S. Department of Veterans Affairs 1). Hence, the family members of these persons are fully engaged in the process of taking care of the sick veterans, which reduces their engagement in the process of economic growth and development. Such is because the veterans become dependent on the family members. Moreover, radiation had the consequence of loss of life, which makes the veterans to leave behind dependent families in cases where such individuals were the key

Business law Assignment Example | Topics and Well Written Essays - 750 words

Business law - Assignment Example Was there any due diligence conducted by the owners of the establishment to ensure that the walk way was safe for its customers. In personal injury cases, normally the lawyers get paid from a percentage of the amount won by the lawyer. The type of damages that the business would likely pay are the actual damages which would include the cost of hospitalization, the compensation the brain surgeon would have likely earned from the time he was injured up to the remaining years of his productive life, exemplary damages and moral damages. However, these types of cases will be paid for by the insurance and whatever money the business has. The liability of its partners would be limited to the investment that they have put in. The possible defences that can be raised are the following: Contributory negligence of the brain surgeon at his age he should not be walking much less traveling during a snow storm. The place where the brain surgeon was injured is not part of the property of the busines s. The accident was predicated from an act of god which is the snow storm, without the snow storm there would not have been any accident. Therefore the accident can be considered as an act of god and therefore cannot be blamed on anybody. Answer to Question 3 The alleged crime is punishable by 1 year or more due to the length of time and the amount involved. The crime is considered a felony due to the amount involved. There will be an indictment because embezzlement is considered a public crime. Yes, I would expect the grand jury at the state level to get involved. The grand jury will determine if a crime has been committed that would warrant a trial. After you have informed or complained to the police, the police will look for evidence that would prove the existence of a crime and possible suspects. As soon as a crime has been proven to exist a prosecutor will be assigned to your case. In order for a case to be filed in court, the prosecutor will present the case to the grand jury to get an indictment. The indictment would then be used to acquire a search warrant to search the personal laptop of the accountant. The only protection the accountant has is the presumption of innocence until he has been proven to be guilty. If there is strong evidence that links the accountant to the crime, search warrants can be issued to gain access to the laptop. No, the judge is conferred the sole power and authority to mete the appropriate penalty against the accountant. The jury is empowered to award damages only in libel cases. Question 3 The case would definitely be sexual harassment. Sexual harassment exists when a female employee is subjected to unwanted conduct by her superiors. Sexual harassment is a personal crime and if the victims felt that she is being victimized then she can file a complaint or an administrative case against her superiors for acts that violate her dignity. If the action of her superiors create a hostile environment that would intimidate or humilia te her and more importantly, if her superiors would make unwanted advances which are sexual in character intended to violate her dignity or create a hostile environment that would intimidate or humiliate her a formal complaint is warranted. Another case that maybe filed collectively by the women in the work place is sexual discrimination. A defence that comes to mind is to immediately fire the erring manager. A case against the manager

Should Students be Expelled From School for Cheating or Plagiarizing Essay

Should Students be Expelled From School for Cheating or Plagiarizing - Essay Example Plagiarism is the violation of the sole purpose of education. If the purpose of education is to teach one how to be a man, a plagiarizer in the very first place destroys this basic premise of education itself. Moreover, a plagiarizer or an academic fraud pollutes not only himself but also the environment of the whole institution. Often students are inspired by the positive result of their friends’ uncaught plagiarism. Therefore, in order to check the corrupting impact of plagiarism and academic fraudulence, students should be expelled from school if they are caught cheating or plagiarizing. The plague of plagiarism revealed in various research reports is rather terrifying. According to according an â€Å"Academic Cheating Fact Sheet† more than seventy five percent of the college students confess that they have cheated at least one time in their school life. Only a few of these plagiarizing students get caught, where the majority had been able to evade the authority or t heir teachers. (â€Å"Academic Cheating Fact Sheet†) If the school authorities were strict enough to establish exemplary punishment by expelling the cheating students, the plague of plagiarism would not spread at such a high rate. The deterrent effects of expelling a cheating often get reduced by the lack of the academic authorities’ goodwill to prevent this academic crime. Obviously expelling a student is to be taken as the ultimate punishment for a plagiarizing student.... Obviously expelling a student is to be taken as the ultimate punishment for a plagiarizing student. In my opinion, expelling a student from an academic institution plays only a partial role in reducing this academic crime in the campuses. One will commit a severe a mistake if he or she relies on it as one and only means for resolving this problem. Reports show that students often plagiarize because a. they do not any clear idea of what plagiarism is, 2. they do not feel the stigma as well as negative consequences of plagiarism, 3. they feel that they have no other choice but to plagiarize and 4. they feel it is easy to plagiarize (Reid) Indeed the first two reasons are the students’ lack of knowledge about what plagiarism is and lack of awareness of the negative impacts of plagiarism on the students’ academic skills and its negative consequences in broader contexts such as the society, the nations, etc. It is the academic authorities’ duty to raise awareness amon g the students. The students are assisted promptly, warmly and friendly in any case they need assistance. Only after taking all types of preventive and complementary measures to remove this crime from an academic campus, expelling a plagiarizing student should be made the unalterable law. Argument against â€Å"students should be expelled from school if they are caught cheating or plagiarizing† If plagiarism or academic fraudulence is considered as a plague or a disease, expelling a plagiarizing student means banishing him or her to suffer alone, avoiding a teacher’s pedagogic duty to nurse the rotting mind of his or her students. So I staunchly oppose this view that â€Å"students should be expelled from school if they are caught

Q and answers Essay Example | Topics and Well Written Essays - 500 words

Q and answers - Essay Example These distinctive enzymes function in different ways. Answer: Insulin does not play a role in the uptake of glucose in the liver but it has other effects. It increases the synthesis of fatty acids, glycogen and protein synthesis. On the other hand it decreases gycogenolysis and the formation of ketone bodies by the liver. Answer: The digestion of lipids starts in the mouth where it is acted upon by lingual lipase. In the stomach the action of gastric lipase begins. These two lipases are not great contributors in the digestion of lipids and they act mainly on short to medium chain fatty acids which include the milk fats. Small intestine is the main site where lipid digestion takes place. This occurs with the help of pancreatic lipase, phospholipase A2 and cholesterol esterase. The bile salts also play a role in digestion by emulsification which is the breakdown of large fat droplets in to small ones so that the enzymes have a larger surface area to carry out their function. Answer: Transport of glucose in the small intestine is associated with sodium ions. The sodium ions and glucose share the same transporter and the transport of glucose occurs by cotransport with sodium and is referred to as secondary active transport. The concentration of the sodium in the intestinal cells is low. This causes the movement of sodium in the cells and hence the movement of glucose as it is transported with the sodium ions. The glucose is then moved across the interstitium into the capillaries whereas the sodium ions move into intercellular spaces. The provision of energy for this process is indirect by the active transport of sodium out of the cell. This is the reason why this transport of glucose is referred to as secondary active

Why They Didnt Teach Us in Sales Classes Essay Example | Topics and Well Written Essays - 750 words

Why They Didnt Teach Us in Sales Classes - Essay Example One month is a very short period to comprehend all these aspects. Therefore, it won't be a wise decision on the part of Rick to give up at this juncture. It is quite shocking to see how Mr. Brown responded to the distress call from Rick. The response can at best be termed callous and irresponsible. If Mr. Brown had taken the call from Rick and told him to take it easy and wait for the rains to stop, Rick would've felt quite at ease. Such a gesture would not only boost the morale of Rick but it would in the long run help the company in attaining better sales figures. Mr. Brown must take into consideration that; Rick is recently married. Though, for a company it means nothing, but if we take into account the humanitarian aspect, Mr. Brown must have taken this aspect into account as well. Effectively managing the Human Resources and developing this resource into a competitive advantage forms the core component of globalization. Therefore, an ideal response from Mr. Brown would've been, if there's no sign of the rain stopping, the Rick must head home for the day and instead take up the leftover assignment next day. Subsequently, in the coming days, Mr. Brown should train Rick in handling such situations in a better manner. Sales divisions of many companies are the ones with high turnover ratios on account of challenging working conditions and sales targets. In order to retain the workforce and reduce the turnover rates amongst new sales personnel, the company can; Announce attractive incentive schemes for different sales targets. This would certainly involve some cost, but this cost would be much less than the additional cost burden involved in recruiting and training newer personnel. Sales people have very hectic schedules which often results in disturbing their family lives. Therefore, if the company is able to provide some periodic family get-together opportunities as well for the sales people, it would go a long way in boosting their motivational levels. Training and development of the sales personnel is a must, because they are the ones who have to handle different types of situations, meet people of different temper and tastes etc. Q4: What can firms do to increase salesperson status It is indeed in the best interest of the company if the sales-personnel feel proud of their status in the company, in the society, amongst the fellow workers and in the market. Irrespective of the nature and specialisation of company, it can be said for sure that, 'people' form the core of its activities and therefore, the behaviour and character of these very 'people' will affect the overall functioning and character of the organisation. The performance level of this workforce in turn depends upon the types of motivations provided by the organisation. In order to improve the status of the salesperson the company can; Delegate some leveraging and bargaining power in the market, so that in a scenario like the one mentioned in the case study, the sales team is able to offer something to their existing distributors/ retailers for them not

To write an executive summary Essay Example | Topics and Well Written Essays - 750 words

To write an executive summary - Essay Example An agile project typically uses several repetitions or deliveries of software instead of waiting up to the end of the project being undertaken in order to provide one product. Projects with heavy constraints, inexperienced and dispersed teams, huge risks, generally clear and up-front requirements, and a rigid completion date are often carried out by utilizing a predictive or traditional approach. This is attributable to the conservative and safe nature of the traditional approach. Projects with less rigid constraints, experienced and co-located teams, smaller risks, unclear requirements and more flexible scheduling would be appropriately done using agile approach. The findings also indicates that in any case, managing projects still involves actions in each of the project management processes namely initiating, planning, executing, monitoring and controlling, and closing. Scrum is the leading and main agile development methodology for completing projects with a complex and innovative scope of work In conclusion, a firm can still use the five process groups involved in project management to manage an agile project while at the same using the unique aspects of a spectrum approach. The amplified interest in agile project management technique is grounded partly on the anticipation that it will somehow make project management easier. The scrum process offers a simplified method and process of managing complex and innovative range of work. Many individuals believe that using the agile approach to managing projects is totally different from a more traditional or predictive approach. This is not true as the project management process group, which is, initiating, planning, executing, monitoring and controlling and closing can also be used in an agile approach but with different terms, techniques and outputs. The agile approach is often more

Ethical Consideration in Probation and Parole Research Paper

Ethical Consideration in Probation and Parole - Research Paper Example This article reveals the various ethical considerations that underpin the probation and parole systems. The idea of the article is that these systems should be reformed to ensure that they are effective and protect the rights of the public. Thus, it is an important contribution to the community correction aspect of the social justice systems. Probation and parole are some of the criminal correction procedures in many states in the world. Probation in criminal law refers to a period of supervision of an offender outside prison while a parole refers to the release of a criminal from prison before completing their term in prison. The offenders under parole and probation are set free to interact with the community under particular conditions. In the recent past, the conditions that offenders have to serve are raising ethical issues that need to be addressed. While it is clear that this is a better term for offenders, the conditions provided at times are dehumanizing and sometimes may have long term impacts on the community and the offenders. While many researchers argue that a great percentage of offenders prefer these conditions rather than spend their time in prison, these strict conditions have raised questions whether in reality these measures serve their intended purpose. From the fact that the parole and probation cond itions may affect the health, privacy and sanity of the offender and the community, it true that there is need to reform these conditions. In the recent past, the parole and probation have become more common forms of community correction methods. The argument of the government is that it is a more friendly approach of reinstating order in the society without necessarily having to imprison the offenders. The rationale for providing probation is that the person is not a potential threat to the community if released. The offender is released under close supervision to monitor their

Reaction Paper #2 Term Example | Topics and Well Written Essays - 1000 words

Reaction #2 - Term Paper Example With the progressive change in warfare after the Second World War, more questions have been raised on how to deal with asymmetrical warfare under the Geneva conventions. After this convention of 1949, most nations’ security has been threatened non-state actors organizations such as ISIS and al-Qaeda are not fully covered by the rules of war. The armed groups have over and over again sought to defeat their military weakness by employing strategies that deliberately violet international law. These range from planned attacks against civilians, sexual violence, forced conscription as well as using civilians to guard military objectives (Slomanson, 1999). The risks of civilians are further increased as military superior parties, in fighting the rival that is often tricky to identify, responds with means and methods of warfare that may violet the principles of difference and proportionality, giving rise to further civilian victims. International armed conflict between the states and terrorist non-state actors raises a concern on how states in question should actually respond to these groups considering the fact that they have comparatively few rights under the international Humanitarian Law. There is also a big concern as to whether the wars on the non-state actors are international or non-international under Geneva Conventions. But on the other hand, the involved states also consider these rebellious groups as illicit combats who are dispossessed of any legality; their actions are unsympathetically punished in line with the domestic laws of the state. The context of these armed conflicts is claims of legitimacy, as the state pretends to have a greater claim to legitimacy than non-state actors. States seek to de-legitimize non-state actors’ claim while advancing their own claims of legitimacy (Slomanson, 1999). The non-state actors should not be

Social constructivist model Essay Example for Free

Social constructivist model Essay This theory is based upon the idea that children are ‘empty clay tables’ (Tabula Rasa) and that they are capable of being moulded and shaped by adults. It was first developed by the philosopher John Locke (1632-1704). People who work in this way are known as ‘behaviourists’. Transmission model sees people as passive and that they learn through experiences. The transmission model concentrates on nurture and not nature; it is split into two main components, learning theory and sociallearning theory. Classical conditioning: Pavlov (1849- 1936) worked with dogs, he fed them when the church bell rang or a light was flashed. The dogs salivated when they were fed; eventually they salivated at the sound of the bell or when a light was flashed even if no food was given. This is called the conditioned response. Operant conditioning: skinner the psychologist (1904- 1990) developed Pavlov’s work more and concentrated mainly on modifying and shaping behaviour. He did the same thing by feeding animals but only rewarded them with feed if they did as he asked. This acted as positive reinforcement. So he did the opposite if they did not do as he asked he would give them electric shock which acted as negative reinforcers. This theory accepts basis of learning theory but emphasises that children learn behaviours through watching adults and imitating them, especially those close or important to them. Children can also learn by imitating other children. A well known social learning theorist was a man named Albert Bandura (1925- ) he found that most behaviours are learned through observation. For example aggression, sex roles or sharing. The social learning theory emphasizes the fact that adults need to show acceptable behaviour towards children as they will model their behaviour e. g. if and adult shouts and gets angry at another adult then children are likely to model this behaviour towards others, and vice versa.

The Book Thief Essay Example for Free

The Book Thief Essay One of the main themes of the Book Thief is how the use of words, for good or for evil, can change everything. His choice to use Death as a narrator was a great idea, as Death watches, and can describe from many points of view what he sees, and his use of words is very powerful. Markus Zusak uses metaphors and some personification to paint a picture of Nazi Germany. With his powerful descriptions, the setting is easy to visualize. As an example, on p. 7, Death describes Himmel street as â€Å"buildings appear to be glued together, mostly small houses and apartment blocks that look nervous. There is murky snow spread out like carpet. There is concrete, empty hat-stand trees, and gray air†. With this description, the reader can infer that Himmel streets buildings are crowded in together, the trees are bare and leafless, and that the day is cold and gray. Using imagery, Markus Zusak has created a clear picture of Nazi Germany. Words can be used in good ways, to bring peace and happiness to peoples hearts, if they are spoken correctly. Markus Zusak conveys this idea throughout the book, with the little stories Max writes for Liesel, and the weather reports Liesel gives to Max every day. Markus Zusak even shows how books, or rather the words in them, can make a person feel happy or upset. On p. 134, Markus Zusak describes Liesels love for books with â€Å"There were all different styles and sizes of lettering on the spines of the black, the red, the gray, the every-colored books. It was one of the most beautiful things Liesel Meminger had ever seen. Markus Zusak also conveys how words can be used for good, when Liesel is describing the weather to Max. Her words cheer him up. On p. 249, Liesel says, â€Å"The sky is blue today, Max, and there is a big long cloud, and its stretched out, like a rope. At the end of it, the sun is like a yellow hole. † Weather reports such as these throughout the story often make Max happy, even in his situation. Markus Zusak also stresses the idea that words can be used for evil. In the book, Max writes a story, â€Å"the Word Shaker† beginning on p. 445. An excerpt from this story is, â€Å"Hed seen a mother walking with her child. At one point, she admonished the small boy, until finally, he began to cry. Within a few minutes, she spoke very softly to him, after which he was soothed and even smiled. The young man rushed to the woman and embraced her. Words! He grinned. † The Fuhrer has decided that he will rule the world, using the power of words to fulfill his evil desires. Through the use of metaphors, imagery, and symbolism, Markus Zusak shows the power of words, and how they affect individuals, and even the whole world.

Amul Chocolates | Marketing Plan

Amul Chocolates | Marketing Plan Amul has been a market leader in dairy products for decades however Amul Chocolate is the only product which is not doing so well. Amul Chocolates was the market leader in 1970s but lost its place to Cadbury in the last 10 to 20 years. Amul has successfully extended its milkman image to ice cream, butter, cheese and other dairy products, but has made no headway in chocolate. The main reason behind the decline of the product is lack of promotion and concentration on other dairy products. Marketing Plan to increase the Sales of Amul Chocolates. Since Amul Chocolate as a product is declining incurring losses to Amul we now make a marketing plan to improve the performance of the product. We will concentrate on the domestic performance of Amul Chocolate which means we will make a plan to increase the sales of Amul chocolates in India. We would be using the SOSTAC model to describe the market plan for Amul to improve the sales of Amul Chocolates. SOSTAC is the abbreviation for Situation Analysis, Objective setting, Strategy Development, Tactics, and Action Control. Situation Analysis Situation Analysis is the study of trends within the economy and a comprehensive analysis of market, competitors and the company itself. Now, we will analyze the situation of Amul chocolates using Porters five forces framework which was developed by Mr Michael Porter of Harvard Business School in 1979. This framework helps us to identify forces that determine the competitive intensity and therefore attractiveness of a market. Porters Five forces framework for Amul Chocolates 1. Bargaining power of the suppliers: In order to produce chocolates the materials required are cocoa, milk, sugar, butter, milk powder, fruits etc. Amul is a market leader in India in products like milk, milk powder and butter so it does not require any other supplier. Other materials like cocoa , fruits and sugar can also be bought easily as there are many suppliers considering that India is a land of farmers where Agriculture is the backbone of the economy. Also there are millions of farmers who supply fruits and sugar so the bargaining power of the supplier is very less. 2. Bargaining power of the buyers: India is a fast growing nation and buyers have a lot of options when it comes to deciding which chocolate they want to buy. Hence the bargaining power of the buyers is high. 3. Threat of substitute products: In the last few years, Indian sweets have been substituted by chocolates. So there is possibility that people can go back to sweets because nowadays sweets manufacturers have introduced different varieties of sweets like fat free sweets, sugar free sweets etc. Also lot of people these days prefers power bars and protein bars which are also delicious like chocolate but healthier as well compared to chocolates. Also there can be other substitutes like waffers, cakes etc. India is well know for making duplicate products of big brands like Daily Milk for Dairy Milk(Cadburys ace product) Kir Kat for Kit Kat(Nestlà ©s ace product).Chocolate manufacturers need to make sure they differentiate their products well make consumers aware of the difference because a large number of people in India are illiterate. 4. Threat of potential entrants: In the Indian chocolate market there are 3 major players namely Cadbury who is the market leader, Nestle Amul. These 3 companies have been sharing 99% of the chocolate market in India for many years which clearly explains that there is no real threat of new entrants. However, in the last 5 years, foreign brands like Mars have entered the market with products like Mars bar, Bounty Snickers which have become quite popular in major cities like Mumbai, Bangalore and New Delhi. 5. Competitive Rivalry: The biggest factor that is affecting Amuls market share in India from last 10 to 20 years is the growth of its competitors like Cadbury Nestle. Now, with the entry of foreign players like Mars its getting tougher for them to increase the sales. Objective Setting Objectives are the motive of the companys operational activities. It is basically what the company wants to achieve. Nothing happens until we plan and good plans have goals and objectives. Setting objectives lays the foundation for the companys operations. It shows us the path to follow. Objectives can also be called as battle plans, the stepping stones on the path towards achieving our goals. Objective of Amul Chocolates The objective of Amul as a company is to give Value for money to its customers. Amul has a range of superior products, consumed by every age group. Since Amul chocolates is not doing well like Amuls other products like milk, yoghurt and cheese the objective of Amul Chocolates as a Business Unit would be to increase its market share in India from a 5% in 2010 to 15% in the next 5 years by carrying out proper promotion activities and to produce variety of chocolates to give consumer more options. Strategy development Now that we have set our objectives we need to make a strategy to attain the objective of increasing the market share by 10% in 5 years which is difficult because of the declining trend and competition however possible because of the Brand strength. We would be using the Ansoff Matrix, Market segmentation to describe the strategy of Amul Chocolates to increase its market share in India. Ansoff Matrix Market penetration: Market Penetration means when a company sells its existing products to the existing market. Amul can use this technique to increase sales in India. They also need to advertise and carry out lot of promotional activities to inform the consumers that they still exist and can provide them with what they want. Its been years that Amuls chocolate advertisement has been telecasted on Indias major television channesl like Start Zee. Sales promotions like discounts and free samples can help them to increase the Brand awareness and attract customers to switch brand from competitors. This is the Celebrity age and every big company uses a celebrity as a Brand Ambassador for its product. For example Amitabh Bachchan (Greatest Indian Actor) for Cadbury Rani Mukherjee (Indian Actress) for Nestle, Amul also use a brand ambassador for the promotion of its chocolate. Market Development: Market development is a situation where a company is involved in expanding into new markets with existing products. Amul as a company needs to target rural areas of Northern India like Uttar Pradesh, Bihar, Jharkhand and Uttaranchal because most of the people in these states are farmers who have many children. Also one more benefit of supplying chocolates in these places is that its competitors like Nestle and Cadbury do not have a big market in these places. Amul has a strong brand name in rural areas because of its other dairy products and also has a strong supply chain and logistics to reach these places. The Indian Government will also provide them subsidy or lower taxes because they would be contributing socially by entering into rural markets. Product Development: Product development means a company modifies its product i.e. improves it to appeal to the existing market. Amul needs to make changes to its product (chocolates) like introduction of more flavours and attractive packaging because the wrappers Amul uses is not at all attractive compared to those used by Cadbury and Nestle. Packaging is very important because of majority of the consumers are kids and youngsters who like attractive packages. Many kids buy chocolates not because they like it but because of attractive wrappers. This would keep them in competition with competitors like Cadbury and Nestle. Currently there is a trend for low calorie and fat free food because people want to be fit; introducing low calorie and less fat chocolates would be a strong recommendation. Amul must into market alliances with various portals to offer products (on those portals that were developed for festive occasions such as Valentines Day and Friendship Da0y. Market Segmentation Market Segmentation is a process of dividing a large market into identifiable segments having similar wants, needs or demands. The objective of market segmentation is to design a marketing mix that matches the expectations of customers in the targeted segment. Every product is produced with a target in mind. Amul must divide its market using 2 bases of segmentation. 1. Demographic Segmentation 2. Geographic Segmentation Demographic Segmentation: Demographic segmentation is segmentation of market on the bases of factors such as age, gender, income, occupation etc Amul must divide its target market on age factor. Age 2 to 15 Age 16 to 35 Age 35 above For children up to 15 years old, Amul should produce chocolates like plain bars filled with chocolate in other words high on energy and sweet. The product should be rich in chocolate, nuts and milk. For children they must have a lot of variety because children have the tendency to try different chocolates. This is the most important target group for Amul considering the product. Hence, major focus should be on the products targeted to this market. For the market in the age group of 16 to 35, Amul should produce chocolates which are low on calories and less fattening as this market segment is diet conscious. Before taste they think about calories and putting on weight. For this segment Amul should also introduce protein bars which have become a trend these days. Youngsters who work out and are fitness conscious consume lot of such items to keep them full and away from high calorie food products. For the market in the age group of above 35 years, Amul should produce sugar free chocolates because at this age many people in India are diabetic or have been asked to consume less sugar. Geo-demographic Segmentation: Geo-demographic segmentation is a segmentation technique that classifies people according to where they live. The concept is based on the presumptions that people who live within a particular area exhibit common purchasing behaviour. Amul should divide its market in to 2 segments Developed cities like Mumbai, Bangalore, Pune, Kolkata and Delhi Under Developed states like Bihar, Uttar Pradesh, Jharkhand etc. People in developed cities like Mumbai, Bangalore and Delhi have a high purchasing power compared to other places in India. The literacy rate is high in these cities, people have access to different mediums of advertising and infrastructure is developed. Amul should produce and supply high quality products in these cities with no compromise on price. However, they must keep in mind that their competitors are already enjoying a great amount of market share in such places. Cadbury to some extent enjoys a monopoly in such cities because of its quality of products, availability and immensely strong brand name. Amul must match Cadburys quality to excel in the market. States like Uttar Pradesh and Bihar are not developed like Mumbai and Bangalore. The literacy rate is less than 50% with poor infrastructure. Many people dont even have access to electricity. Majority of them are poor farmers. Amul has an advantage here because their competitors like Nestle dont have easier access to such places. Amul has a strong network because of its ace products like Butter, Cheese and Milk which are available all over the country. Amul should introduce chocolates which are cheaper but high on energy in these places. Tactics Tactics are the measures that help in achieving strategies. Tactics generally include the use and manipulation of the 7 Ps of marketing. In this case we would be using four Ps. Product: The major reason why Amul chocolate as a product is declining from the last 10 years is because of not meeting the demands of the consumers. Cadbury Nestle who are doing well in the chocolate market have continuously launches new products and have been successful. Every product has a life and it gets over one day. No product can live forever. Innovation is the key to survive in modern day. Companies need to modify and improve their product time to time. Innovation also led consumers to think that the company cares about their needs and changes time to time to meet their demands. For example, When Nestle launched Kit Kat in India it was a big hit. People just loved the taste of the chocolate its packaging. However after a few years it started losing its share then Nestle introduced couple of flavours Orange and Mint which increased the market share. Amul also needs to introduce new varieties of chocolates and improve its existing ones. They should introduce milk chocolates like Nestlà ©s Milky Bar, Chocolates with fruits and nuts like Cadbury has its Fruit and Nuts, Mint chocolates like Nestlà ©s After Eight etc. Introduction of power bars low calorie chocolates will also be a decent step to increase the variety of products. Also the packaging is a crucial factor because majority of the consumers are kids who are easily attracted by attractive and colourful packages. Amul has the history of unattractive packaging. If we compare the wrappers and boxes of Amul chocolates to Cadbury Nestle, the packaging of the competitors is far superior. Amul has to stop their ancient method of packaging and adopt modern methods. Amul must also spend a good amount of money on reaserch and development to identify the demands of the consumers and strategy of their competitors. 2. Price: Pricing is an important strategic issue because it is related to product positioning. Furthermore, pricing affects other marketing mix elements such as product features, channel decisions, and promotion. The objectives of pricing are to maximize profits, to signal high quality and also to survive in many cases. Pricing must take into account the competitive and legal environment in which the company operates. From a competitive standpoint, the firm must consider the implications of its pricing on the pricing decisions of competitors. For example, setting the price too low may risk a price war that may not be in the best interest of either side. Setting the price too high may attract a large number of competitors who want to share in the profits. Factors like cost of production, demand, competition, availability of substitutes and inflation should be considered while setting prices. Majority of people in India live in villages and have low disposable income. With such a heav y competition in the chocolate market, Price plays a very important role. In India, Brand loyalty is very rare. People will change their loyalty if they can spend less. Amul must produce high quality goods and sell it at a competitive price. Amul will have to follow competition based pricing technique which implies that they would need to set prices on the basis of what its competitors do in order to compete with them. Its said that India is a rich country of poor people. Since the sales are going down, in order to lift them they can sell at a comparatively lower price to boost their sales. For example, If Cadbury sells its Fruit and Nut for Rs 20 Amul can sell it for Rs 18. Place: Place in marketing is referred to the channels of distribution through which products flow from the manufacturer to the consumers. The channels of distribution mean intermediaries or middlemen who act as a link between the manufacturer and the consumers. Factors that need to be considered when choosing the place are the characteristics of the product, characteristics of the buyers, control and competitors channels. Since chocolate is an edible product, Amul should adopt an intensive distribution strategy where in they will manufacture products and make it available at various shopping malls, food joints, local stores, Chocolate parlours etc. Amul has a big brand name because of its dairy products. They can easily use it to increase the awareness of its chocolates using various distribution channels. Amul Chocolate Parlour Promotion: Promotion refers to exchange of information between an organisation and the consumer of its products. Consumers here include Customers, shareholders, employees, government and other parties related to the products like trade union and media. The aim of promotion is to inform the consumers, differentiate from other products and to persuade them to buy. There are many techniques of promotion like Advertising, Sales promotions, Direct Marketing Personal selling. Amul has been criticised for lack of promotion. Amul has a strong brand name because of its dairy product leadership. Amul must advertise its chocolates using media like newspaper, television and internet to inform the public about the quality the price of its product. Consumers have a short memory and its important for companies to remind them about the products. Amul has totally shifted its focus from chocolates towards milk and other milk products and have totally ignored chocolates. Using the mediums like Television and newspaper the company needs to remind the public that they are back with improved products at an affordable price. In order to survive in the competitive market where players like Cadbury Nestle enjoy the market share Amul has to be different. They need to give the customers a reason why they should buy their products. Amul has to use Sales Promotion effectively to announce their comeback. They can give price discounts, more for less offer free samples to increase their sales. Amul must also provide free chocolates to municipal schools where majority of children come from a low income family. Free gifts like pencils or Books can also attract their target market i.e. kids. Amul also has to focus on Business to Business customers. They can give special discounts or free samples to major retailers like Big Bazaar D-Mart to sell their products. Action Now that we have set the objectives marketing strategies, it becomes necessary to turn them in to action plans. Action includes 3 activities. Allocating tasks and responsibilities: Since our strategy is simple i.e. to innovate our product and promote heavily, we would allocate the task of product development to the manufacturing sector where they will check the products of successful competitors and manufacture chocolates in line with them. The manufacturing sector will be responsible for the quality of the product. The promotion of the product would be the responsibility of the marketing sector where they will advertise and provide special offers. The above Gantt chart shows the scheduling of activities of Amul Chocolates. $50 million would be the budget for product development and research related to production the activity will be carried from September 2010 to December 2010. The budget for Promotion would be $50 million (including Advertising Sales promotions). Here we have used the Objective and Task method technique of budgeting by estimating the cost of the production and sales activities. Control Control means taking corrective measures when anything doesnt go according to the plan. Amul must use the Sales Control method. They would be monitoring their sales every 3 months to check if they are meeting the set target. If anything goes wrong then they can take corrective measures. Advertising Sample as per the Marketing plan Value offered by Amul 1. Value for money: Amuls believes in giving value for money to its customers and it has always followed that principle. Its products are of high quality and available at affordable prices. Customer Driven: Amul as a dairy product manufacturer has always focused on customer satisfaction. Amul has consistently produced and supplied quality dairy products like milk, butter and cheese in India and other countries. Adapt quickly to the changing environment: Amul has always met the ever changing customer needs by being innovative in its dairy products. This is a major factor why they have been a market leader in dairy products for many years. Customer feedback: Amul has taken regular feedback from the customers worked upon the negative aspects to improve the quality and increase customer satisfaction.