Discussion Essay Example | Topics and Well Written Essays - 500 words - 24

Discussion - Essay Example Human beings respond to fire cues differently depending upon the situation and previous exposure. Most of the time the immediate response is failure to recognize the cue. Cues can come in different forms; visual, audio and olfactory cues. These cues instigate different behavioural response. There are also other cues in the form of surround energy, change in the atmospheric temperature and the like that also compete for human response. Exploring human response in terms of visual cues shows that people underestimate the implication of visual cues like flashing of light through various visual notification appliances. The first reaction is ignorance and the second is confusion because in case of too much smoke the human movement is paralysed. ‘The importance of smoke as a serious cue to be attended and the menace to survival from which one has to stay out as much as possible needs to be reinforced in the general public.’ (Ploug, Hasle & Oinas-kukkonen, 2010) In terms of the olfactory cues, the human response to the sense of smell is quicker in the case of fire. The olfactory cues include all smells associated with fire from smoke to the burning objects. However the audible cues take precedence over the visual and olfactory cues as in most part of the world people are familiarize with the alarm system to get them all hyped up to fight danger. Other cues also trigger human behaviour which includes the increased temperature of the surrounding and changes in the air pressure as the burning fire uses up oxygen leaving less for human consumption. The pre-movement delays also know as the evacuation initiation delays are caused due to various factors. Poor fire drills and insufficient planning to fight fire are one of the major reasons causing delay. People are not aware of the fire exists and the buildings are not efficiently designed to minimize the chaos brought about by the fire thus increasing delay and damage. ‘Stairway geometry, another configuration

Human Resource Management Essay Example for Free

Human Resource Management Essay Human resource is an extremely vital element in the success of any company. No corporation can attain prosperity if they do not take interest to develop their human capital. (Klose, 1993) This is the reason it has become significant to correctly administer the employees by evaluating their performance on a regular basis, provide them with proper training sessions, assisting them in accomplishing organizational goals and make sure the talent and expertise is retained within the organization. First off all it is essential for a company to pay competitive pay scales so it can attract loads of skillful people as a company always wants talented people to be a part of their corporation. Additionally the human resource department should evaluate the performance of employees regularly and in an accurate manner. Since a wrong appraisal of the employees is worst than having no appraisal at all. (Woods, 2005) The aim of the human resource department should be to provide incentive to employees on the basis of the quality of their work. A 360 degree method of appraising employees should be used; this includes getting feedback from coworkers, team leaders, supervisors and customers. This approach provides realistic views for the human resource department and they are able to judge the performance of the employees in an effective manner. The human resource department should give people possessing extraordinary skill a chance to prosper and develop. It is the duty of the HR department to make use of the human capital in the most appropriate way. As the employees are the assets of the organization hence they should be retained within the boundaries of the organization. The organization should not only have the mission to achieve success but it should also take their employees on the road to prosperity. (Klose, 1993) Learning is a continuous process and it should be constantly encouraged at the workplace. It has been proved that 70% of the things an employee learns is through informal ways. Hence organizations nowadays are giving more significance to informal modes of learning as compared to the formal ways. Volpe Marsick, 2000) Additionally proper training is also essential, for this purpose classes on conflict management and decision making should be provided to employees. The objective of these training is to equip the employees with a range of skills and capabilities so that they can prove to be more resourceful for the organization and have a collection of skills that adds to their value. The human resource department should help motivate the employees by providing them with monetary and non monetary rewards. They should ensure that the employees like their work and are satisfied with the organization. (Klose, 1993) The HR department formulates policies for the workplace they should develop just polices to ensure that the organization is giving appropriate rights to the employees. Moreover the policies should be free from any gender, age, color, disability discrimination. Also an employee facing any problem of that sort should be comfortable in expressing it to the HR department so it could take immediate actions to resolve such issues. Additionally their should be a proper rule book which contains the rules and regulations of the workplace so every employee is aware of the penalty they will get for breaking the rules. The rule book of the organization is very vital as it acts as authentication of why the employees was terminated or given a punishment. (Woods, 2005) To conclude, in today’s world the role of HR is increasing day by day as it has become highly important to attract capable people and retain them. Hence HR should ensure that the employees are satisfies with their work, the benefits they get and the work environment.

rediscovered :: essays research papers

â€Å"Heartland† places the audience almost a hundred years back in time, a technique that not only captivates ones mind, but also allows for the unique opportunity to witness first hand history being re-told. Richard Pearce the director of â€Å"Heartland† saw a chance within this film to white out previous interpretations of American homesteading; Pearce paints a radically new picture, which may more accurately reflect the truth behind homesteaders. The inspirations behind Pearce’s documentary â€Å"Heartland† were the personal journals of Elinore Pruitt Stewart. Stewart’s journals were published in 1914 in the form of a diary titled â€Å"Letters of a Women Homesteader† these enriched historical documents were used by Pearce in such a way that neither Stewart nor anybody else would have ever suspected.   Ã‚  Ã‚  Ã‚  Ã‚  Heartland first and foremost is a story of survival. Clyde Stewart and Elinore Randall Stewart are followed through their daily life by Pearce, their struggles embody American homesteaders across the west and their own efforts to survive in the extreme cultural and climatic conditions they all faced. Scarcity of life in all forms is a theme that is driven hard throughout Pearce’s film. The absence of food, wood, water and life create an absence of hope among the homesteaders. For Pearce homesteading was a last resort, an opportunity in a world which opportunities are limited to succeed. The grind and grit of frontier life is truly captured through Pearce’s distinctive directorial approach. His exclusive approach allows for the viewer to be almost transported back in time witness first hand to the butcher of a live pig and many other daily frontier life chores. Pearce’s depiction of homesteading within his film â€Å"Heartland† contradic ts his main source in almost all facets, thus creating a whorl wind of controversy regarding Pearce’s intensions behind his film.   Ã‚  Ã‚  Ã‚  Ã‚  Elinore Pruitt Stewart describes life dramatically different from the one â€Å"Heartland† reveals. Pearce drew upon this distinction to refute prior beliefs and truths carried by the Letters of a Women Homesteader. The Letters describe nature as a bountiful playground rich with discovery and treasures. Stewart describes a situation within her journals in which she is caught in a compromising position â€Å" here I was thirty or forty miles from home, in the mountains were no one goes in the winter and were I knew the so got ten to fifteen feet deep†(Letters p.33). Stewart’s casual attitude about this situation she has found herself in, along with the fact she did survive when she discovered safe haven within a conveniently placed log cabin, directs the reader/ historical audience to draw upon false conclusions of the homesteading life.

Environmental Degradation Essay

In 1987 The United Nations World Commission on Environment and Development (WCED) released a pioneering report concerning the environmental damage that is going on. Through the report, called â€Å"Our Common Future†, WCED passed a warning that soon the world would be facing intolerable levels of damage to the environment if we are not going to alter our way of living. It would also lead to the humans suffering due to it. The Commission explained that there is a pressing requirement of changing the speed as well as the trend of international economic growth so that it meets the capacity of the world. It said: â€Å"Humanity has the ability to make development sustainable to ensure that it meets the needs of the present without compromising the ability of future generations to meet their own needs. † (World Commission on Environment and Development, 1987: 8) After thoroughly analysing the situation it can be concluded that the environmental crisis has an impact on each of the nation in the world. However, the extent to which they are affected is different and depends on the way they consume and also their economic expansion. Just 25% of the global population consumes a very high percentage of the world’s fossil fuels and chemical goods; as high as 70% and 85% respectively. This unbalanced consumption also exists in the area of water. In the United States the per capita consumption of water goes as high as 2300m3 annually. In Canada the figure is at 1500m3 while in Britain it reaches up to 225m3. On the other hand, the developing countries have a much lower consumption, of between 20 and 40m3. The trends of usage for the forest goods plus several of the other goods comprise of a similar direct proportion to the figure of population of the 20% of the wealthiest communities. Due to such extravagant demands, a great burden is being placed on the national as well as the world’s natural resources. The other societies make up to about 80% of the population, and get less than 20% of the world capital. The consumption of these societies is much more humble. Environmental Challenge Presently, there is not enough attention, at least not in the degree that is required, being paid to the social concerns. Scientists are pointing out to the troubles that we are facing and which would make our survival difficult later on. Such troubles include warming globe, the earth’s ozone layer being depleted, the deserts consuming agricultural land. However, we are not responding to the warning in the appropriate manner; instead we ask them for further details. Initially it was thought that environmental degradation is primarily the concern of the richer countries and happens due to industrial affluence. However, now it is an issue for the developing countries as well. The very poor countries are caught in the descending coil of associated environmental and economic decline. Although there are hopes being expressed at every side, no pattern can be seen nor any kind of campaigns or rules which would console the poor and decrease the increasing gap between rich and poor countries. For the purpose of â€Å"development† we have collected weapons which can divert routes, which had been pursued since millions of years, and can form such a planet that our ancestors may not identify as being theirs. The biodiversity in the European continent is rapidly going down. Although Europe can be termed as wealthy and strong it does not seem that it has the practical ways for avoiding the decline. Birdlife International (Conservative Series 3) conducted a study and the results showed that 40% of the bird species are in an â€Å"unfavourable situation†. Since the past two decades the there has been a â€Å"substantial reduction† in one in four of Europe’s 514 bird species. It is ironic that such occurrences took place in the same years when there were the most conservative efforts made. A re-strengthening of the European legislation has taken place, there are now more nature reserves and parks, and certain species which had disappeared in the area have been reintroduced. Concerning this issue, in 2003 the European Research Commissioner Philippe Busquin said: â€Å"The time has come for coordinated European action to turn the tide on environmental threats†¦ For too long, we have exploited the Mediterranean and Black Sea areas, without considering the eventual consequences of our actions. We must invest in integrated programmes of research to deliver sustainable development solutions and long-term environmental protection for the benefit of our future generations. † (Europa, 2003). In 2008, the European Commissioner for Environment Stavros Dimas publically addressed the audience at Harvard University and talked over this issue. Dimas related what the European Union’s â€Å"ambitious environmental agenda† is. This included targeting 20% decline in the consumption of energy by the year 2020. This was, internationally, the first plus the greatest emissions trading plan. According to Dimas the agenda also targeted at using more and more of sustainable and renewable resources. Along with this Dimas emphasized that it is vital for there to be global collaboration on matters like climate change, biodiversity loss, and deforestation. The western world takes Eastern Europe as the place where there are smog and toxic spills. The priority of the communist regimes had been to intensify industrialization. Even though certain environmental rules exist in many areas and they were similar to those in the Western Europe, these were hardly ever implemented. Polluted rivers, toxic waste dumps, and the terrains and cities being blackened by soot was the consequence. The environmental standards of the European Union are harsh and these have been pushing these nations for the cleaning up of their ecological destruction regions. 15 years of leniency has been given to the states that have recently joined the union. However, this leniency is only for those regions where much investment is required, for example the building of water purification schemes. Several of the areas are already showing the signs of the clean-up attempts. For instance, there is the Black Triangle in Poland, Germany and the Czech Republic. This area was once of the most polluted regions globally. It supplied energy to the heating and heavy industries through the power plants which worked on coal. Due to this whole forests were destroyed. However, by 2000 there had been such a significant change due to the efforts that emissions of sulphur dioxide and solid particles were lessened by greater than 90% (Habeck, 2004). Other Challenges At the time when the terms of reference of the Commission were is discussion in 1982, some of the individuals proposed limiting the concerns to only â€Å"environmental matters†. This would not have been feasible. In fact it would be considered a major fault. The environment is not separate from our actions, determinations and requirements, and efforts to save only that and not look at other concerns would make the word â€Å"environment† a nuance of gullibility in certain political spheres. Certain others have restricted the term â€Å"development† to quite an inadequate centre, along the lines of â€Å"what poor countries should do to become richer†. Therefore, those in the global scene mechanically dismiss it as being something that the experts are to worry about, and the ones concerned with queries regarding â€Å"development assistance†. European expansion (Organisation for Economic Cooperation and Development [OECD], 2006) has formed a new â€Å"rural† Europe. Certain of the rural areas of Central plus the Eastern Europe are being structurally transformed (Fraser, 2005). Simultaneously, in Europe and the member nations social services are being subjected to modernisation and improvement (Kumar et al. , 2003). The researchers who are on the lookout for the construction of a dependable rural evidence base are facing confronts. They wish this to inform policy decisions and practice (European Commission [EC], 2006a; OECD, 2006). One of the challenges that they face happens to be the speed of transformation and the requirement for latest research (Commission for Rural Communities [CRC] 2006a). One more is the problem that they face to arrive at a mutual explanation of each of the two rural regions plus the social services so as to conduct a relative research in the European continent which is quite a varied region. Europe is also facing challenges in the area of labour. When the Europeans lose jobs they get upset. This may happen because of inside rivalry in the European Union or because of the international competition that they face from other continents like Asia, and also from Latin America and the United States. In those regions the European carmakers have initiated their plants. The private sector has not been forming any significant number of new jobs since as early as the 1970s, and about 20 million Europeans are not employed of which several may not be ever. Recently there was a survey held in Italy and the results showed that 38% of the participants though unemployment to be the most urgent challenge. This view was held by 58% of the respondents in France, whereas in Germany the figure was as high as 81%. The big nations that are at the centre of the euro region are languishing in the economic area but still they do not seem capable of coming to grips with the opening transformations which are required in such a planet of globalisation, spirited labour markets, and the portable capital pressures of our economies. In the situation when a European loses his job because of his firm setting up in India instead, it is probable that he would not get another job. Plus due to the reducing demographic base the liberal pension systems are being threatened. Several of the European nations are going down and are not being able to sustain their people. For example, by 2050 the population of the Italian nation would go down, from a 57 million to 45 million. By the same time greater than half of the population in Germany would be above 55 years of age. Europe requires that immigration takes place. But this happens to be a contentious means of raising the workforce, since there is a prevalent dread of a rising Muslim population. What is more important? The â€Å"environment† is the place where we live and for improving ourselves in the environment there has to be â€Å"development† taking place. That is to say that the two are indivisible. Additionally, the matters related to development should be perceived by the political chiefs as being important, as they think that their nations have achieved stability and the other countries should struggle at attaining that position. The routes that the industrialized countries take for the purpose of development are obviously indefensible. The decisions that such nations make for improvement, due to their large economic plus political authority, would greatly affect the capability of each person for the sustenance of human growth. This would not be just for them but also for the further generations ahead. Several of the important survival matters concern unbalanced expansion, poverty and population growth. All of these issues extraordinarily pressurize the world’s lands, waters, green areas, plus also other natural resources, not least in the developing nations. Chances and resources are wasted through the downward spiral of paucity and ecological deterioration. Especially it is wasting the human resources. Such associations between paucity, inequity, and ecological deterioration created a significant matter in the assessment and recommendations. There is a requirement of a new period of economic expansion. This expansion has to be powerful but also socially and environmentally sustainable. â€Å"The search for a demanding dynamic balance between economic prosperity, environmental responsibility and social safety is certainly the essential civilizational, and consequently also political, task of the first half of the 21st century† (Plut, 2000: 149). The geopolitical part and situation of Europe had been altered drastically since the past some decades. Being the backing for the European continent, the EU reacted in two methods to the market-, technology- and information-related confrontations of globalisation and the macro regional rivalry with the United States and Japan: with development and nearer interrelation. Nevertheless, the fact that whether the nonexistence of a wide-spread domestic marketplace had been the chief cause of a low level of rivalry of the international firms in the European continent is arguable. In the 1990s an even European Union market had been set up and this allowed for a more essential development of a shared policy also regarding the environment, transport, and communication network. In several ways the expansion of environment rules can possibly be recognized with a past of democratization of the European Union. The EU nations accepted the Amsterdam Treaty in the June of 1997 and its environment related content was influenced a lot due to the deepened political pressures plus also good structured agendas of non-governmental environmental groups and green political parties. Because of the several past environmental pressures in the AC10, the procedure of their modification to the environmental legislation of the EU15 may seem to be extremely challenging, enduring, and due to their reduced item quality and social disaster, in all probability also politically conflictnous. For the purpose of the incorporation into the European Union and also for the modification of the ecological legislation there would be a requirement of capital and this may turn out to be a great burden. The EU15 and the AC10 nations have similar environmental objectives. However, their initial situations, the time, and the means of change are far from identical. AC10 faced economic and social disasters in the beginning of transition and because of this there is no worry for the environment among them both; the people and the government. In 2000, the AC10 had just started developing environmental action programmes and also incorporating the European Union environmental principles into their legislations. Before the EU environmental policy and rules can be adopted completely, there is an anticipation of a longer modification era. There is an anticipation of this era especially in the area of transport, energy sector and agriculture (European Environment Agency, 1999). There are fears of AC10 repeating the mistakes, that the EU nations committed in the 1970s, in the probable era of heavy economic expansion between the years 2000 and 2010 (2015) (Plut, 2000). Conclusion Because of the deterioration of the environment the public health is being affected drastically and it is also leading to social inequity. For the meantime, the economically strong countries who are the causing it escape efficient management by the public. Under the new-liberal stick, environmental, communal and autonomous matters have previously not appeared to be so nearly connected. The effects happening due to the destruction of the environment have affected the developed nations along with the third world nations lately. Such effects have been in, for instance, the health. According to recent studies, hundreds of deaths taking place annually in the major European cities are due to the air pollution which happens because of the too much vehicle traffic. Several others have to undergo chronic asthma, this too for the same reason. Similarly, a large number the young people are suffering from leukaemia. These are the ones who live near waste recycling and storage centre near the Hague, Holland. Industrial pollution is also affecting the babies and infants and they are going to endure it throughout their lives, not only medically but also socially. Water resources are going down, so much so that there is a danger of scarcity. Whatever amount still is there has a poor quality. This is resulting in high prices of water and because of this an increasing number of people cannot get the municipal water supply since they cannot afford to pay the charges. Certain extremely poor Europeans even have to make use of mineral water due to the fact that they are not getting water in their taps. Such kinds of situations should provoke an environmental sense to be at the centre of attention. Concerning biodiversity, the environmental requirements of Europe, just like in other regions, challenge the fundamental judgement regarding the market system that is governed by great, private welfare. It has been frequently thought that environmental requirements are a mere â€Å"luxury†, or at the minimum not the most important issue to be worried about, in front the prevalent social crisis. Nevertheless, suggestions of environmental catastrophe are very well felt in the north and the south and they are reaching an increasing scope of views of our situations of life. Environmental matters have to be handled today, and not simply left for later years. This fact should have been taken into consideration previously; it should be considered even more now. References Anon. (2003). Turning the tide on environmental degradation: the EU examines ways to reverse damage in the Mediterranean and Black Seas. Europa, [Online] 28 May 2003. Available at: http://europa. eu/rapid/pressReleasesAction. do? reference=IP/03/769&format=HTML&aged=0&language=EN&guiLanguage=en [Accessed 9 May 2009]. Commission for Rural Communities (CRC). (2006a). Rural Disadvantage – Reviewing the Evidence. Cheltenham: Commission for Rural Communities. European Environment Agency. (1999). Environment in the European Union at the Turn of the Century. Copenhagen: EEA. European Commission. (2006a). Rural Development in the European Union – Statistical and Economic information – Report 2006. [Online] September 2006. Available at: http://ec. europa. eu/agriculture/agrista/rurdev2006/RD_Report_2006. pdf [Accessed 9 May 2009].

Interpreter of Maladies Essay

In â€Å"Interpreter Ð ¾f MÐ °lÐ °dies,† JhumpÐ ° LÐ °hiri uses MinÐ ° DÐ °s’s red clothing Ð °s Ð ° wÐ °y tÐ ¾ represent Ð °n unfÐ °ithful wÐ ¾mÐ °n, whÐ ¾ is disÃ' Ã ¾nneÃ' ted frÐ ¾m her rÐ ¾Ã ¾ts, Ð °nd hÐ °s fÐ °llen Ð ¾ut Ð ¾f lÐ ¾ve with life. Her guilt frÐ ¾m keeping Ð ° seÃ' ret thÐ °t Ð ¾ne Ð ¾f her Ã' hildren is nÐ ¾t frÐ ¾m her husbÐ °nd, but frÐ ¾m Ð °n Ð °ffÐ °ir, hÐ °s Ã' Ã °used her tÐ ¾ Ð °Ã' t in Ð ° very distÐ °nt Ð °nd unÃ' Ã °ring wÐ °y. ThrÐ ¾ugh the fÐ °mily’s visit tÐ ¾ the Sun Temple, Ð °nd the hills Ð °t UdÐ °yÐ °giri Ð °nd KhÐ °ndÐ °giri in IndiÐ °, Ð °Ã' Ã' Ã ¾mpÐ °nied by Mr. KÐ °pÐ °si, Ð ° GujÐ °rÐ °ti interpreter fÐ ¾r Ð ° dÐ ¾Ã' tÐ ¾r Ð °nd pÐ °rt-time tÐ ¾ur guide, the Ð °uthÐ ¾r pÐ °ints Ð ° piÃ' ture Ð ¾f Ð ° wÐ ¾mÐ °n whÐ ¾ hÐ °s grÐ ¾wn Ã' Ã ¾ld Ð °nd disÃ' Ã ¾nneÃ' ted frÐ ¾m her feelings. BeÃ' Ã °use Ð ¾f the events thÐ °t hÐ °ppened Ð ¾n this trip tÐ ¾ her nÐ °tive lÐ °nd, she mÐ °y hÐ °ve Ã' Ã ¾me tÐ ¾ reÐ °lize the errÐ ¾r Ð ¾f her wÐ °ys. Mrs. DÐ °s, Ð °n Ð meriÃ' Ã °n wÐ ¾mÐ °n, is in IndiÐ ° tÐ ¾ see the Ã' Ã ¾untry with her fÐ °mily. Mr. KÐ °psi is Ð ° tÐ ¾ur guide fÐ ¾r the fÐ °mily Ð °nd is Ð °lsÐ ¾ Ð °n interpreter in Ð ° dÐ ¾Ã' tÐ ¾r’s Ð ¾ffiÃ' e. They beÃ' Ã ¾me friends very quiÃ' kly Ð °nd they bÐ ¾th think tÐ ¾ themselves thÐ °t the friendship Ã' Ã ¾uld beÃ' Ã ¾me sÐ ¾mething mÐ ¾re. Ð t the end Ð ¾f their tÐ ¾ur, Mrs. DÐ °s tells Mr. KÐ °pÐ °si thÐ °t Ð ¾ne Ð ¾f her Ã' hildren dÐ ¾esn’t belÐ ¾ng tÐ ¾ her husbÐ °nd. The Ã' hild Ð °Ã' tuÐ °lly belÐ ¾ngs tÐ ¾ Ð ¾ne Ð ¾f his gÐ ¾Ã ¾d friends, Ð °nd her husbÐ °nd dÐ ¾es nÐ ¾t knÐ ¾w. She Ð °sks Mr. KÐ °pÐ °si fÐ ¾r help beÃ' Ã °use he hÐ °s Ð °n impÐ ¾rtÐ °nt jÐ ¾b Ð °s Ð °n interpreter. Mr. KÐ °pÐ °si is surprised in twÐ ¾ wÐ °ys. He disÃ' Ã ¾vers thÐ °t she isn’t Ð °t Ð °ll whÐ °t he thÐ ¾ught. InsteÐ °d, she is, â€Å"Ð ° wÐ ¾mÐ °n nÐ ¾t y et thirty, whÐ ¾ lÐ ¾ved neither her husbÐ °nd nÐ ¾ her Ã' hildren, whÐ ¾ hÐ °d Ð °lreÐ °dy fÐ °llen Ð ¾ut Ð ¾f lÐ ¾ve with life.† (LÐ °hiri, 66) Ð ¡hildren plÐ °yed Ð ° mÐ °jÐ ¾r pÐ °rt in stÐ ¾ry â€Å"Interpreter Ð ¾f MÐ °lÐ °dies†. Mrs. DÐ °s Ã' Ã ¾nstÐ °ntly shÐ ¾wed irrespÐ ¾nsibility Ð °nd negleÃ' tful behÐ °viÐ ¾r tÐ ¾wÐ °rd her Ã' hildren. In Ð ¾ne exÐ °mple, the Ã' Ã ¾uple quÐ °rreled Ð °bÐ ¾ut whÐ ¾ wÐ ¾uld tÐ °ke their dÐ °ughter TinÐ ° tÐ ¾ the bÐ °thrÐ ¾Ã ¾m. Ð fter the shÐ ¾rt breÐ °k in their trip, Mr. KÐ °pÐ °si lÐ ¾Ã' ked the dÐ ¾Ã ¾rs tÐ ¾ mÐ °ke sure thÐ °t it wÐ °s sÐ °fe tÐ ¾ get gÐ ¾ing Ð °gÐ °in. â€Å"Ð s sÐ ¾Ã ¾n Ð °s the Ã' Ã °r begÐ °n tÐ ¾ mÐ ¾ve Ð °gÐ °in, the little girl stÐ °rted plÐ °ying with the lÐ ¾Ã' k Ð ¾n her side, Ã' liÃ' king it with sÐ ¾me effÐ ¾rt fÐ ¾rwÐ °rd Ð °nd bÐ °Ã' kwÐ °rd, but Mrs. DÐ °s sÐ °id nÐ ¾thing tÐ ¾ stÐ ¾p her. She sÐ °t slÐ ¾uÃ' hed Ð °t Ð ¾ne end Ð ¾f the bÐ °Ã' k seÐ °t, nÐ ¾t Ð ¾ffering her puffed riÃ' e tÐ ¾ Ð °nyÐ ¾ne† (257). She wÐ °s either nÐ ¾t Ð °wÐ °re Ð ¾f the dÐ °nger Ð ¾r she just didn’t Ã' Ã °re. Ð s they left Ð ¾n their wÐ °y tÐ ¾ the Sun Temple, the Ã' hildren spÐ ¾tted mÐ ¾nkeys Ð °nd were very exÃ' ited beÃ' Ã °use they hÐ °d never seen mÐ ¾nkeys Ð ¾utside Ð ¾f Ð ° zÐ ¾Ã ¾. Mr. DÐ °s Ð °sked tÐ ¾ stÐ ¾p the Ã' Ã °r sÐ ¾ thÐ °t he Ã' Ã ¾uld tÐ °ke Ð ° piÃ' ture. â€Å"While Mr. DÐ °s Ð °djusted his telephÐ ¾tÐ ¾ lens, Mrs. DÐ °s reÐ °Ã' hed intÐ ¾ her strÐ °w bÐ °g Ð °nd pulled Ð ¾ut Ð ° bÐ ¾ttle Ð ¾f Ã' Ã ¾lÐ ¾rless nÐ °il pÐ ¾lish, whiÃ' h she preÃ' eded tÐ ¾ strÐ ¾ke Ð ¾n the tip Ð ¾f her index finger† (258). While Mr. DÐ °s Ð °nd the twÐ ¾ bÐ ¾ys were fÐ °sÃ' inÐ °ted by the sites, she is mÐ ¾re Ã' Ã ¾nsumed with herself. It is Ð °lsÐ ¾ Ð °ppÐ °rent thÐ °t her unÃ' Ã °ring behÐ °viÐ ¾r is rubbing Ð ¾ff Ð ¾n her dÐ °ughter. Ð t this sÐ °me time, the little girl wÐ °nted tÐ ¾ get her nÐ °ils dÐ ¾ne tÐ ¾Ã ¾. When Mrs. DÐ °s refused, â€Å"the little girl Ð ¾Ã' Ã' upied her self by buttÐ ¾ning Ð °nd unbuttÐ ¾ning Ð ° pinÐ °fÐ ¾re Ð ¾n her dÐ ¾ll’s plÐ °stiÃ'  bÐ ¾dy.† (258) In this situÐ °tiÐ ¾n, the little girl wÐ °s just Ð °s disinterested Ð °s her mÐ ¾ther. Ð gÐ °in Mrs. DÐ °s shÐ ¾wed her irrespÐ ¾nsibility Ð °nd Ã' Ã ¾mplete indifferenÃ' e tÐ ¾wÐ °rds the Ã' hildren by telling BÐ ¾bby the truth. Ð fter they hÐ °d Ð °rrived Ð °t the Hills, Mrs. DÐ °s Ã' Ã ¾mplÐ °ined thÐ °t she wÐ °s tÐ ¾Ã ¾ tired, Ð °nd refused tÐ ¾ leÐ °ve the Ã' Ã °r. Mr. DÐ °s Ð °nd the Ã' hildren Ã' Ã ¾ntinued Ð ¾n Ð °heÐ °d. When Mr. KÐ °pÐ °si went tÐ ¾ jÐ ¾in them, Mrs. DÐ °s Ð °sked him tÐ ¾ stÐ °y. Ð lÐ ¾ne in the Ã' Ã °r, Mrs. DÐ °s tÐ ¾ld him thÐ °t BÐ ¾bby wÐ °s nÐ ¾t Mr. DÐ °s’s sÐ ¾n. Mrs. DÐ °s never tÐ ¾ld this tÐ ¾ Ð °nyÐ ¾ne befÐ ¾re. She explÐ °ined tÐ ¾ him thÐ °t she Ð °nd her husbÐ °nd hÐ °d knÐ ¾wn eÐ °Ã' h Ð ¾ther sinÃ' e they were very yÐ ¾ung, thÐ °t their pÐ °rents were friends Ð °nd they hÐ °d gÐ ¾ne tÐ ¾ sÃ' hÐ ¾Ã ¾l tÐ ¾gether. She tÐ ¾ld him hÐ ¾w she wÐ °s Ð ¾verwhelmed in her mÐ °rriÐ °ge by hÐ °ving Ð ° Ã' hild sÐ ¾ quiÃ' kly. The friends she hÐ °d stÐ ¾pped Ã' Ã °lling her, Ð °nd she wÐ °s left Ð °lÐ ¾ne with her bÐ °by. She tÐ ¾ld him hÐ ¾w BÐ ¾bby wÐ °s Ã' Ã ¾nÃ' eived when Ð ¾ne Ð ¾f RÐ °j’s friends Ã' Ã °me tÐ ¾ stÐ °y fÐ ¾r Ð ° week. â€Å"She mÐ °de nÐ ¾ prÐ ¾test when the friend tÐ ¾uÃ' hed the smÐ °ll Ð ¾f her bÐ °Ã' k Ð °s she wÐ °s Ð °bÐ ¾ut tÐ ¾ mÐ °ke Ð ° pÐ ¾t Ð ¾f Ã' Ã ¾ffee, then pulled her Ð °gÐ °inst his Ã' risp nÐ °vy suit. He mÐ °de lÐ ¾ve tÐ ¾ her swiftly, in silenÃ' e, with Ð °n expertise she hÐ °d never knÐ ¾wn, withÐ ¾ut the meÐ °ningful expressiÐ ¾ns Ð °nd smiles RÐ °j insisted Ð ¾n Ð °fterwÐ °rd.† (267) The sÐ °me issue is disÃ' ussed in the bÐ ¾Ã ¾k â€Å"The WÐ ¾mÐ °n WÐ °rriÐ ¾r†, by MÐ °xine KingstÐ ¾n, Ð ° stÐ ¾ry Ð ¾f Ð ° girl trÐ °pped between the Ã' ulture Ð ¾f her fÐ °mily’s pÐ °st Ð °nd the Ã' ulture Ã' urrently surrÐ ¾unding her is presented. Ð s well Ð °s MinÐ ° DÐ °s in â€Å"Interpreter Ð ¾f MÐ °lÐ °dies† the girl, MÐ °xine, enters intÐ ¾ Ã' Ã ¾nfliÃ' t with her herself ignÐ ¾ring her Ã' heese rÐ ¾Ã ¾ts. MÐ °xine’s Ð ¾wn beliefs Ð °re fÐ ¾und in the newer Ð meriÃ' Ã °n wÐ °y Ð ¾f life with her Ð °ttempts tÐ ¾ Ð °ssimilÐ °te tÐ ¾ the Ã' ulture, mÐ °king it diffiÃ' ult fÐ ¾r her tÐ ¾ feel Ð °ny relÐ °tiÐ ¾n between the twÐ ¾ very different envirÐ ¾nments. It is thrÐ ¾ugh these tribulÐ °tiÐ ¾ns thÐ °t MÐ °xine is Ð ° â€Å"wÐ ¾mÐ °n wÐ °rriÐ ¾r† Ã' Ã ¾ming tÐ ¾ Ð °ge Ð °s Ð ° Ð ¡hinese-Ð meriÃ' Ã °n. MÐ °xine HÐ ¾ng KingstÐ ¾n’s Ð °utÐ ¾biÐ ¾grÐ °phy, â€Å"â€Å"The WÐ ¾mÐ °n WÐ °rriÐ ¾r†, feÐ °tures Ð ° yÐ ¾ung Ð ¡hinese-Ð meriÃ' Ã °n Ã' Ã ¾nstÐ °ntly seÐ °rÃ' hing fÐ ¾r â€Å"Ð °n unusuÐ °l bird† thÐ °t wÐ ¾uld serve Ð °s her impeÃ' Ã' Ã °ble guide Ð ¾n her quest fÐ ¾r individuÐ °lity. InsteÐ °d Ð ¾f the flÐ °wless guide she seeks, KingstÐ ¾n develÐ ¾ps under the influenÃ' e Ð ¾f Ð ¾ther teÐ °Ã' hers whÐ ¾ either seem mÐ ¾re fÐ °llible Ð ¾r less reÐ °listiÃ' .†(ZhÐ °Ã ¾ 67) Dependent upÐ ¾n their guidÐ °nÃ' e, she grÐ ¾ws under the influenÃ' e Ð ¾f Ð meriÃ' Ã °n Ð °nd Ð ¡hinese sÃ' hÐ ¾Ã ¾ls Ð °nd the rÐ ¾le mÐ ¾dels Ð ¾f BrÐ °ve ОrÃ' hid, FÐ ° Mu LÐ °n, Ð °nd MÐ ¾Ã ¾n ОrÃ' hid. Her eduÃ' Ã °tiÐ ¾n by these Ã' Ã ¾unselÐ ¾rs Ã' Ã ¾nsequently Ã' Ã °uses her tÐ ¾ Ð °bÐ °ndÐ ¾n her seÐ °rÃ' h fÐ ¾r Ð °n esÃ' Ã ¾rt, the bird tÐ ¾ be fÐ ¾und sÐ ¾mewhere in the meÐ °sureless sky, Ð °nd she begins tÐ ¾ lÐ ¾Ã ¾k inside herself fÐ ¾r ‘the ideÐ ¾grÐ °ph ‘tÐ ¾ fly†Ã¢â‚¬  (KingstÐ ¾n 35). The new sÐ ¾ng KingstÐ ¾n finÐ °lly Ã' reÐ °tes with her â€Å"tÐ °lk stÐ ¾ry† Ð ¾f Ts’Ð °i Yen, verifies her Ð ¾ptimistiÃ'  distinÃ' tiÐ ¾n frÐ ¾m her eduÃ' Ã °tÐ ¾rs, Ã' ulturÐ °l nÐ ¾rms, whiÃ' h hÐ °ve indÐ ¾Ã' trinÐ °ted Ð °nd restriÃ' ted her Ã' hildhÐ ¾Ã ¾d But the mÐ ¾ther-dÐ °ughter relÐ °tiÐ ¾nship in the nÐ ¾vels Ð ¾f the fÐ ¾rmer Ð ¡hinese-Ð meriÃ' Ã °n wÐ ¾men writers Ð °ll refleÃ' ts Ð ° prÐ ¾Ã' ess Ð ¾f Ã' Ã ¾nfliÃ' t Ð °nd reÃ' Ã ¾nÃ' iliÐ °tiÐ ¾n between the immigrÐ °nt mÐ ¾ther Ð °nd Ð meriÃ' Ã °nized dÐ °ughter whÐ ¾ is bÐ ¾rn Ð °nd grÐ ¾w up in the U.S., thus reveÐ °ling the Ã' Ã ¾nfliÃ' ts Ð °nd fusiÐ ¾n Ð ¾f the Ð ¡hinese Ð °nd western Ã' ultures. But Mei Ng’s EÐ °ting Ð ¡hinese FÐ ¾Ã ¾d NÐ °ked breÐ °ks this usuÐ °l mÐ ¾ther-dÐ °ughter relÐ °tiÐ ¾nship with the sÐ ¾rt Ð ¾f lesbiÐ °n inÃ' linÐ °tiÐ ¾n. It is nÐ ¾tiÃ' eÐ °ble thÐ °t the dÐ °ughter Ruby in this nÐ ¾vel hÐ °s Ð ° kind Ð ¾f lesbiÐ °n lÐ ¾ve tÐ ¾wÐ °rds her mÐ ¾ther Ð °nd she views herself Ð °s Ð ° â€Å"white† wÐ ¾mÐ °n in the dÐ ¾minÐ °nt sÐ ¾Ã' iety, while the mÐ ¾ther Bell is Ð ° trÐ °ditiÐ ¾nÐ °l Ð ¡hinese wÐ ¾mÐ °n whÐ ¾ beÐ °rs the mÐ °ltre Ð °tment Ð ¾f her husbÐ °nd. â€Å"Ruby determined tÐ ¾ resÃ' ue her mÐ ¾ther. HÐ ¾wever, she is still the â€Å"Ð ¾ther† in the eyes Ð ¾f the white, Ð °nd is mÐ °rginÐ °lized by the mÐ °instreÐ °m Ð ¾f white dÐ ¾minÐ °nt Ã' ulture. NÐ °turÐ °lly, her determinÐ °tiÐ ¾n tÐ ¾ resÃ' ue her mÐ ¾ther Ã' Ã ¾mes tÐ ¾ be Ð ° fÐ °ilure.†(BrÐ ¾wn-GuillÐ ¾ry 60) ThrÐ ¾ugh the explÐ ¾rÐ °tiÐ ¾ns Ð ¾f the mÐ °in Ã' hÐ °rÐ °Ã' ters Ð °nd their Ã' Ã ¾nfliÃ' ts Ð °nd Ã' Ã ¾mprÐ ¾mises, this thesis is tÐ ¾ explÐ °in the fÐ °ilure Ð ¾f Ruby’s Ã' Ã ¾nstruÃ' tiÐ ¾n Ð ¾f the Ð ¡hinese-Ð meriÃ' Ã °n wÐ ¾men subjeÃ' tivity Ð °nd will shÐ ¾w the impÐ ¾rtÐ °nÃ' e Ð ¾f ethniÃ'  Ã' Ã ¾nsÃ' iÐ ¾usness in the prÐ ¾Ã' ess Ð ¾f Ã' Ã ¾nstruÃ' ting the Ð ¡hinese Ð meriÃ' Ã °n identity. Within the text Ð ¾f WÐ ¾mÐ °n WÐ °rriÐ ¾r, MÐ °xine HÐ ¾ng KingstÐ ¾n Ã' hÐ °rÐ °Ã' terizes her mÐ ¾ther Ð °s Ð ° strÐ ¾ng, independent Ð °nd eduÃ' Ã °ted wÐ ¾mÐ °n, Ð °nd the Ð °udienÃ' e Ã' Ã °n see thÐ °t BrÐ °ve ОrÃ' hid is Ð °lsÐ ¾ Ð °n Ð ¾verbeÐ °ring mÐ ¾ther Ð °nd submissive wife. ThrÐ ¾ughÐ ¾ut her life, Ð °nd within the bÐ ¾Ã ¾k, KingstÐ ¾n tries tÐ ¾ sepÐ °rÐ °te herself frÐ ¾m her mÐ ¾ther’s shÐ °dÐ ¾w. Ð ¡ritiÃ'  Ð ¡Ã ¾lleen Kennedy sÐ °ys in Ð  DiÐ °lÐ ¾gue Within TrÐ °ditiÐ ¾n, thÐ °t â€Å"the nÐ °rrÐ °tÐ ¾r emerges whÐ ¾le Ð ¾nly if her mÐ ¾ther is exÃ' luded,† but in Ð ° Ã' lÐ ¾ser reÐ °ding Ð ¾f the text, KingstÐ ¾n Ã' Ã °n nÐ ¾t pÐ ¾ssibly be whÐ ¾le withÐ ¾ut her mÐ ¾ther’s inÃ' lusiÐ ¾n. Ð lthÐ ¾ugh it mÐ °y seem like KingstÐ ¾n estÐ °blishes her Ð ¾wn identity within her memÐ ¾irs, she reÐ °lly never Ã' Ã ¾mpletely Ã' Ã ¾mes intÐ ¾ her Ð ¾wn. She is Ð °nd will Ã' Ã ¾ntinue tÐ ¾ be her mÐ ¾ther’s dÐ °ughter. EÐ °ting Ð ¡hinese FÐ ¾Ã ¾d NÐ °ked is the stÐ ¾ry Ð ¾f Ruby, Ð ° twenty-twÐ ¾ yeÐ °r Ð ¾ld Ð ¡hinese Ð meriÃ' Ã °n girl whÐ ¾, Ð °fter grÐ °duÐ °ting in â€Å"WÐ ¾men’s Studies†, gÐ ¾es bÐ °Ã' k tÐ ¾ her pÐ °rent’s hÐ ¾use (whiÃ' h is Ð °lsÐ ¾ their lÐ °undry) in Queens, New YÐ ¾rk. Ruby is in lÐ ¾ve with her bÐ ¾yfriend, the Jewish NiÃ' k, but she Ã' Ã °nnÐ ¾t help plÐ °ying Ð °rÐ ¾und with Ð ¾ther men Ð °nd fÐ °ntÐ °sizing Ð °bÐ ¾ut wÐ ¾men, while eÐ °ting Ð ¡hinese fÐ ¾Ã ¾d, wÐ ¾rking Ð °s Ð ° temp Ð °nd trying tÐ ¾ Ã' Ã ¾pe with her mÐ ¾ther Bell Ð °nd fÐ °ther FrÐ °nklin Ð °t hÐ ¾me. The plÐ ¾t fÐ ¾llÐ ¾ws the pÐ °ttern Ð ¾f the â€Å"Ð ¡hinese mÐ ¾ther- Ð meriÃ' Ã °nized dÐ °ughter enÃ' Ã ¾unter† presented by writers suÃ' h Ð °s Ð my TÐ °n in her first twÐ ¾ nÐ ¾vels. â€Å"Frequent flÐ °shbÐ °Ã' ks shift the nÐ °rrÐ °tiÐ ¾n frÐ ¾m Ã' urrent dÐ °ys in the US tÐ ¾ the times when Bell gÐ °thered she hÐ °d tÐ ¾ get mÐ °rried tÐ ¾ Ð ° strÐ °nger Ã' Ã ¾ming frÐ ¾m â€Å"Ð meriÃ' Ã °Ã¢â‚¬ , whÐ ¾ wÐ ¾uld pull her Ð °wÐ °y frÐ ¾m Ð ¡hinÐ ° tÐ ¾ tÐ °ke her tÐ ¾ Ð °n unknÐ ¾wn, fÐ ¾reign lÐ °nd.†(Ð ¡utter 48) WhÐ °t strikes the mÐ ¾st, hÐ ¾wever, is thÐ °t Bell’s stÐ ¾rytelling unfÐ ¾lds thrÐ ¾ugh Ð °n imÐ °gery, whiÃ' h is tightly, Ð °lmÐ ¾st Ð ¾bsessively, Ã' Ã ¾nneÃ' ted with fÐ ¾Ã ¾d, whiÃ' h beÃ' Ã ¾mes the Ð ¾nly meÐ °ns tÐ ¾ Ð ¾verÃ' Ã ¾me her displÐ °Ã' ement Ð °nd trÐ °umÐ °s. Her grÐ °ndmÐ ¾ther’s bÐ ¾und feet, hÐ ¾rrible in their defÐ ¾rmity, Ð °re eventuÐ °lly Ð °pprÐ ¾Ã °Ã' hed when Ã' Ã ¾mpÐ °red tÐ ¾ â€Å"hÐ ¾lidÐ °y riÃ' e dumplings, Ð °ll wrÐ °pped up in bÐ °mbÐ ¾Ã ¾ leÐ °ves Ð °nd tied with strings†; Ð °s Ð ° wedding present, Bell reÃ' eives sÐ ¾me dishes her mÐ ¾ther â€Å"hÐ °d piÃ' ked Ð ¾ut Ð ¾f her Ð ¾wn kitÃ' hen tÐ ¾ give tÐ ¾ her†, Ð °s if she Ã' Ã ¾uld pretend tÐ ¾ keep eÐ °ting with her fÐ °mily, Ð °t hÐ ¾me. Ruby eÐ °ts hÐ °mburgers; she lÐ ¾ves Ã' rÐ ¾issÐ °nts, bÐ °gels Ð °nd dÐ ¾ughnuts, like Ð °ny Ð ¾ther Ð meriÃ' Ã °n girl. But, Ð °t the sÐ °me time, she is Ð ° Ã' Ã ¾mpulsive Ã' Ã ¾Ã ¾k Ð ¾f Ð ¡hinese fÐ ¾Ã ¾d Ð °nd, in her Ã' Ã ¾llege dÐ °ys, she wÐ ¾uld wÐ °ke up in the middle Ð ¾f the night, she wÐ ¾uld gÐ ¾ tÐ ¾ the kitÃ' hen Ð °nd Ã' Ã ¾Ã ¾k, tÐ ¾ feed her friends, tÐ ¾ fill her vÐ ¾id inside, tÐ ¾ Ð ¾verÃ' Ã ¾me the sense Ð ¾f uneÐ °siness fÐ ¾r â€Å"hÐ °ving left her mÐ ¾ther behind†. Bell tÐ °ught her hÐ ¾w tÐ ¾ Ã' Ã ¾Ã ¾k when Ruby wÐ °s still Ð ° Ã' hild, when she hÐ °d tÐ ¾ replÐ °Ã' e her mÐ ¾ther in the kitÃ' hen sinÃ' e Bell hÐ °d undergÐ ¾ne Ð ° hystereÃ' tÐ ¾my. Ð ¡Ã ¾Ã ¾king Ð °nd fÐ ¾Ã ¾d represent therefÐ ¾re Ð ° strÐ ¾nger bÐ ¾nd between mÐ ¾ther Ð °nd dÐ °ughter, in Ð ° mÐ ¾ment Ð ¾f life when femininity physiÃ' Ã °lly Ð °Ã' hed. Ð s the Ã' Ã °se Ð ¾f the mixed Ã' ulture in The WÐ ¾mÐ °n WÐ °rriÐ ¾r, the dÐ °ughter must understÐ °nd her fÐ °mily histÐ ¾ry, Ã' ulture, Ð °nd her mÐ ¾ther’s life-stÐ ¾ry in Ð ¾rder tÐ ¾ find her identity Ð °nd her vÐ ¾iÃ' e. MÐ ¾reÐ ¾ver, thÐ ¾se fiÃ' tiÐ ¾nÐ °lized Ð °utÐ ¾biÐ ¾grÐ °phies reveÐ °l thÐ °t the white Ð meriÃ' Ã °n Ã' ulture undersÃ' Ã ¾res the individuÐ °lity in the mÐ ¾ther/dÐ °ughter relÐ °tiÐ ¾nships while the Ð siÐ °n Ã' ulture emphÐ °sizes the dÐ °ughters’ filiÐ °l piety Ð °nd Ð ¾bedienÃ' e tÐ ¾ their mÐ ¾thers Ð °nd fÐ °milies The fÐ °ilure Ð ¾f Ruby’s resÃ' ue Ð ¾f her mÐ ¾ther prÐ ¾vides us Ð °n Ð ¾ppÐ ¾rtunity tÐ ¾ see thÐ °t western feminist theÐ ¾ry might nÐ ¾t be tÐ ¾tÐ °lly useful when Ð °pplied tÐ ¾ Ð °n understÐ °nding Ð ¾f the relÐ °tiÐ ¾nship between mÐ ¾thers Ð °nd their dÐ °ughters Ð ¾f Ã' Ã ¾lÐ ¾r. Just Ð °s the pÐ ¾st-Ã' Ã ¾lÐ ¾ni Ð °l feminist theÐ ¾rist MÐ ¾hÐ °nty stÐ °tes, when the study refers tÐ ¾ the third-wÐ ¾rld wÐ ¾men, Ð ¾n the Ð ¾ne hÐ °nd we shÐ ¾uld pÐ °y Ð °ttentiÐ ¾n tÐ ¾ the wÐ ¾men’s rights, Ð ¾n the Ð ¾ther hÐ °nd we shÐ ¾uld Ð °lsÐ ¾ nÐ ¾tiÃ' e the Ã' ulturÐ °l differenÃ' e between the pÐ ¾st-Ã' Ã ¾lÐ ¾niÐ °l nÐ °tiÐ ¾ns Ð °nd stÐ °tes. In the explÐ ¾rÐ °tiÐ ¾n Ð ¾f the Ruby’s relÐ °tiÐ ¾nship with her mÐ ¾ther in this nÐ ¾vel, we shÐ ¾uld nÐ ¾t Ð ¾nly Ã' Ã ¾nsider it frÐ ¾m the feminist perspeÃ' tive, but Ð °lsÐ ¾ Ã' Ã ¾nsider the Ã' ulturÐ °l reÃ' Ã ¾gnitiÐ ¾n differenÃ' e between the first-wÐ ¾rld mÐ ¾ther Ð °nd her dÐ °ughter whÐ ¾ grÐ ¾ws up in the first wÐ ¾rld Ð °s well Ð °s the influenÃ' e Ð ¾f this differenÃ' e Ð ¾n the Ã' Ã ¾nstruÃ' tiÐ ¾n Ð ¾f their subjeÃ' tivity. Ð  Ã' lÐ ¾se Ð °ffinity between Ð ° mÐ ¾ther Ð °nd her dÐ °ughter is pÐ ¾werful. HÐ °ving experienÃ' ed muÃ' h in their life, dÐ °ughters hÐ °ve new understÐ °ndings Ð ¾f their mÐ ¾thers’ views. Ð nd mÐ ¾thers’ lÐ ¾ve is nÐ ¾ lÐ ¾nger Ð ° kind Ð ¾f impÐ ¾sitiÐ ¾n.   The Ã' hÐ °nge Ð ¾f relÐ °tiÐ ¾nship between mÐ ¾thers Ð °nd dÐ °ughters is Ð ° symbÐ ¾l Ð ¾f thÐ °t between Ð ¡hinese Ã' ulture Ð °nd Ð meriÃ' Ã °n Ð ¾ne. Ð lthÐ ¾u gh the immigrÐ °nt mÐ ¾thers Ð °nd the Ð meriÃ' Ã °-bÐ ¾rn dÐ °ughters Ð °re influenÃ' ed by different Ã' ultures, they shÐ °re the sÐ °me rÐ °Ã' iÐ °l identity. BibliÐ ¾grÐ °phy BrÐ ¾wn-GuillÐ ¾ry, ElizÐ °beth. WÐ ¾men Ð ¾f Ð ¡Ã ¾lÐ ¾r: MÐ ¾ther-DÐ °ughter RelÐ °tiÐ ¾nships in the 20th- Ð ¡entury LiterÐ °ture. Ð ustin: University Ð ¾f TexÐ °s, 1996. Ð ¡utter, MÐ °rthÐ ° J., â€Å"Ð n ImpÐ ¾ssible neÃ' essity: trÐ °nslÐ °tiÐ ¾n Ð °nd the ReÃ' reÐ °tiÐ ¾n Ð ¾f linguistiÃ'  Ð °nd Ã' ulturÐ °l identities in Ð ¡Ã ¾ntempÐ ¾rÐ °ry Ð ¡hinese Ð meriÃ' Ã °n literÐ °ture†, in Ð ¡ritiÃ' ism, Ð °utunnÐ ¾, WÐ °yne StÐ °te University Press, 1997. ElbÐ °z, RÐ ¾bert, The Ð ¡hÐ °nging Ð ¾f The Self, 1988, LÐ ¾ndÐ ¾n: Ð ¡rÐ ¾Ã ¾m Helm. â€Å"Hinduism.† MiÃ' rÐ ¾sÐ ¾ft EnÃ' Ã °rtÐ °Ã¢â‚¬  Оnline EnÃ' yÃ' lÐ ¾pediÐ °, 2004 KingstÐ ¾n, MÐ °xine HÐ ¾ng, The WÐ ¾mÐ °n WÐ °rriÐ ¾r: MemÐ ¾irs Ð ¾f Ð ° GirlhÐ ¾Ã ¾d Ð mÐ ¾ng GhÐ ¾sts. New YÐ ¾rk: KnÐ ¾pf, 1976 LÐ °hiri, JhumpÐ °. Interpreter Ð ¾f MÐ °lÐ °dies. New YÐ ¾rk: HÐ ¾ughtÐ ¾n Mifflin, 1999 Tung, MÐ °y PÐ °Ã ¾mÐ °y. Ð ¡hinese Ð meriÃ' Ã °ns Ð °nd Their ImmigrÐ °nt PÐ °rents- Ð ¡Ã ¾nfliÃ' t,Identity, Ð °nd VÐ °lues, The HÐ °wÐ ¾rth Press, InÃ' ., BinghÐ °mtÐ ¾n New YÐ ¾rk, 2000. ZhÐ °Ã ¾, Wenshu, PÐ ¾sitiÐ ¾ning Ð ¡Ã ¾ntempÐ ¾rÐ °ry Ð ¡hinese Ð meriÃ' Ã °n LiterÐ °ture in Ð ¡Ã ¾ntest TerrÐ °ins, NÐ °njing University Press, NÐ °njing, 2005.

To Be Evil or Not to Be essays

To Be Evil or Not to Be essays TO BE EVIL OR NOT TO BE...IS THAT THE QUESTION? The man who walks with god always knows in what direction he is going This quote has a direct irony in correlation to Nathaniel Hawthornes tale of Young Goodman Brown. Hawthornes profound short story is a pilgrimage to revelation for one devout Christian man; the idea that mankind, being himself, is not without sin and far from saintly perfection. This discovery deludes the Goodman greatly. As a result, he alienates himself from his wife Faith and the community he resides in. Hawthornes usage of allegory and symbolism in this story shows how perilous excessive pride, moral superiority, and religious zealotry can be to ones mortal existence. Young Goodman Brown is an upstanding man in the community. The use of allegory is obvious in his name. "Young" symbolizes his youth and immaturity. Goodman seems to imply that he represents all that is good in man. His wife is aptly named Faith, which symbolizes his faith in Christianity and commitment to rectitude. His faith is a little blind though; it borders on zealotry. To believe so blindly in the Bible verbatim, one must know that mans innate nature is to sin. According to the Bible, that is why Jesus Christ died on the cross - to forgive mankinds eternal sins. This creed leads Brown into the dark forest to confront evil. Hawthorne doesnt state why Brown must do this on this night of all nights twixt now and sunrise (Hawthorne 260). Perhaps the good man was awakening to the knowledge of his own moral imperfection. Unwilling to accept the inherent impurity inside him, the good man decides to try and literally face it head on. His immaturity and selfish pride wont allow quiet acquiescence. Browns intentional meeting with evil says he lacked confidence in his own faith. Else, why would he want to challenge it?...

Marketing Sonko Mobile Games

Marketing Sonko Mobile Games Sonko Mobile Games (SMG) is a creator of mobile games involving current or upcoming events. This market plan is intended to reflect our unique market quota, as well as the diverse strategies we are utilizing to acquire clients. The plan also signifies how we have established a stable revenue stream. Basically, we do no just involve ourselves in mobile games just like any other game developer.Advertising We will write a custom report sample on Marketing: Sonko Mobile Games specifically for you for only $16.05 $11/page Learn More Our exceptional focus of developing games with unique features provides us with an overwhelming advantage over our existing and emerging competitors. Therefore, this has resulted in us creating unique games which traditional gamers can’t afford to create. More so, we have equally expanded our focus to include games with appealing comical aspects in our creations. The growing marketing and technological challenges have compelled us to undertake extreme measures to cushion our organization and products from competitors. Therefore, we will bank roll creation of our novel games by offering consulting services to develop similar games for marketing purposes. Hence, these consulting engagements will be coming from sponsorship associations that we are establishing with diverse corporations. Also this would entail developing customized games for the interested organization. This would involve entrenching their brand requiring features that are more customized so that they can appear as their own product. Therefore, in the coming years we anticipate consulting to constitute a considerable segment of our income stream. Vision Our vision and objectives is to provide the clients with an uncompromised escape of entertainment over the interlude of their ordinary day. Basically, we achieve this by offering the clients timely interactive games that they have a right to use on their mobile gadgets. These amusements are un complicated to play and have various relationships with contemporary pop culture news. SMG influences our squad’s software creation imagination to develop opportune games swiftly. Our promotional and marketing challenge is to win or attain visibility effortlessly. We anticipate achieving this by influencing a multi-divided approach that embraces social media, internet marketing including search engine exploitation strategies to acquire greater market share.   As we move towards attaining greater traction in the competitive market, word of mouth will considerably lift our game downloads considerably (Laguna, et al 2004).Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More The impact of the external operating environment Considering our target markets are essentially etched between the ideal clientele of those aged between 12 and 25 years. It is thus paramount for those using our games to have mobile gadgets that permit applications downloads. Such gadgets may include android, iphone, as well as blackberry. However, diverse external operating environment aspects such as PEST, key competitors, nature and drivers of competition, market potential, customer value concepts, segments and markets are affecting the manner our organization is operating. For instance the organization sales as is shown in the graph reflects these changes. Our competitors have equally developed a number of applications which can be downloaded on the same gadgets our games are being downloaded. This is quite a challenge but with the due consideration we have the capability to overcome these challenges. Some of the approaches employed by our key competitors concerns employing low pricing aspects to attain a greater market shares. Equally, we have to evaluate the key market drivers that are apposite for our own very survival. Some of these market drivers are extremely determined by te chnological changes and emerging market tastes. Therefore, considering the elements of our emerging market base, religious context, significance of our products and their effects on the morals of the users are paramount drivers influencing the mobile game industry. Sony Corporation and Microsoft developers our core rivals have incorporated these attributes in their creations (Lorna 2002). Therefore, it would be of great significance to evaluate the social scope which influences market drivers. This can be from promotional angle to advertising, sales as well as discounted rates on our products. More so, the nature of market drivers has a considerable role in shaping the mobile games development as well as its market prominence. This can be attributed to the manner diverse social, economic and technological features have shaped the industry focus. Hence these factors have shaped the SMG as: Advertising We will write a custom report sample on Marketing: Sonko Mobile Games speci fically for you for only $16.05 $11/page Learn More This is per the period ending 2010. The scope of market potential has considerably been affected by the emergence of cheap computing power, vigorous wireless networks, phones, including the growth and development of stable broadband. These features have created a considerable market potential due to the growing mobile games technology and consumer trends. Also maturing of client base is becoming a considerable force influencing the market potential. Therefore, regarding SMG market it would be instrumental for us to exploit these features in order to sustain our market share.  Mobile games consumers are commonly savvy and in most cases must be in a position of having direct access to either a computer or a mobile game compatible phone. These classes have been established to have a considerable range of usable income. They include students, teenagers living with their guardians or parents or those individuals who have managed to joint the growing workforce. To exploit this potential market we have to design and develop games appealing to all economic and social ranks. This can be allied to the fact that for the time we have been in mobile games industry we have been focusing on two fronts namely; mobile game consumers, and organizations anticipating to reach them. Therefore, to sustain these two objectives we have to develop applications that are in nature tools of creating amusing and creative experiences for the users. To understand the scope of our market engagement it would be instrumental to understand that we have created and developed a number of mobile games. Equally, we have created two categories of mobile games in order to sustain a vibrant market. The two categories are free mobiles games, these games acts a taster for our clients while the second category concerns paid mobile games, these games contains diverse and unique features which are appealing to both young and old consum ers. However, the above mentioned factors have played a considerable role in shaping the manner our operations as well as developments of novel game software’s are executed. Regarding the market these features have in some instance propelled SMG to a greater height in the industry.  But there are instances where they have emerged as the greatest obstacle in our organization.Advertising Looking for report on business economics? Let's see if we can help you! Get your first paper with 15% OFF Learn More This resulted in dwindling fortunes, low sales including plummeting gains across diverse platforms. However, with established marketing strategies we have managed to establish profound strategies which have continued to be highly effective. All in all, another profound aspects touching on our organizations pertains to PEST (political, economic, social cultural and technological factors)-as we have been creating games touching on all aspects of the society. As a commercial organization we have examined and considered our business environment prior to our marketing procedures (Weingand 2002). This has become a seamless approach in our organization and concerns all feeds relating to planning. Our organizational and marketing environment is predominantly made up of internal and external environments. However, the aspects of PEST have been cited a decisive factor threatening the expansion of SMG in some area globally. Objections From comprehensive analysis of past as well as the present performance, even if historically doing well, the mobile games shares has been hovering at around 12% in the current mobile games markets. This has resulted in an increase in gains in the last two financial periods. The conventional business had been sluggish and there were almost zero investment. SMG anticipates growing and developing the existing market segments in order to achieve 20% market share while developing new markets. Market overview The market shares including its position can be viewed in this table. The effectiveness of the organizations marketing response Examining the organizations marketing strategies as well as the information evaluated through the use of SWOT analysis. It would be imperative to argue that the organizations marketing response is quite superb. This can be allied to the fact that after identifying the key challenges within the market they have employed counter interactive measures. More so, these measures entails having a vibrant marketing team, re search oriented division plus a comprehensive promotional segment. These divisions are exploited in countering any threats or weaknesses. Some of the challenges identified as consequence of marketing audit concerns using alien platforms for their applications, having seasonal marketing plans, as well as relying on other firms to design unique platforms. And this has become a hindrance in marketing as well as developing our own unique designs. Despite such a challenge the effectiveness of our marketing response is principally tied to matching strength, weaknesses, opportunities and threats. In addition this has resulted in a scenario where our target market is reached. Exploring the diverse mechanisms of effective marketing such as advertising, discounted sales as well as provision of promotion through free game downloads, we have managed to connect our clients with our timely products.  As we carried this analysis we identified three basic features of creating effective marketing response. These features entails having a functional marketing strategy, marketing measurement as well as a well articulated marketing execution. The purpose of these features is to create and enhance effectiveness and efficiency in regard to dealing with market challenges. As a mobile games creators we have over the years experienced a number of marketing challenges such as low sales, new designs, foreign technology as well as social cultural factors. However, to overcome these challenges we have developed market strategies which are designed to sustain a strong market base. It is essential to assert that positive market response in regard to both challenges and opportunities have resulted in higher revenues. The efficiency and effectiveness of the market response can be attributed to the scope of having clear marketing policies. This includes establishing the use of market analytics as well as market performance as the foundation of our marketing response. Consider the fact that w e are experiencing such challenges as poor brand recognition, high delivery expenses of our applications, and extreme reliance on external outsourcing. Also there are market threats which are identified as quality issues from our competitors, emerging mobile games firms providing simple games and software applications as well as established organizations with greater buying and selling power who are affecting online mobile playoffs market share.  In regard to such challenges SMG has gradually established online traffic. This involves a unique system of making repeat customers to influence our market segment through complimentary sales. Also increased use of the websites as well as other online features has proved to be useful. This can be tied to the fact that it has increased our marketing response and efficiency in regard to emerging challenges and opportunities (Slater 2002). Therefore, to reinforce our organizations efficiency in regard to market response we have etched our ma rketing aspects to the dynamics of external environment. These dynamics involves gauging opportunities against consumer needs, satisfaction as well as evaluating their purchasing trends and preferences. Also the scope of our suppliers has been considered in regard to establishing a clear chain of communication this has resulted in a profound and reliable working strategies (Ovidiu 2000). Despite that the mentioned dynamics have illustrated that any organizational response to the market must be established within the tenets of satisfying the intended market. This has resulted in dynamic growth as is illustrated below by revenue as well as market share. This covers a five year period. The table illustrates our organization has increased it dominance. Market data Type Date Volumeunits %Growth: Volume Revenue$m %Growth: Revenue H 31/12/06 2815.0 H 31/12/07 2927.2 4.0 H 31/12/08 3066.3 4.8 H 31/12/09 3235.8 5.5 C 31/12/10 3440.5 6.3 Sonko Mobile Games informati on Type Date Volumeunits Revenue$m Market %Share: Volume Market %Share: Revenue %Margin Margin$m H 31/12/06 272.7 9.7 36.7 100.2 H 31/12/07 293.2 10.0 37.1 108.9 H 31/12/08 282.0 9.2 37.7 106.3 H 31/12/09 337.0 10.4 38.1 128.6 C 31/12/10 385.5 11.2 39.0 150.3 H = History Period, C = Current Year Profits have matured at 11% and 16% correspondingly over the past 2 years including the development in both new application and new markets. As we examined the strengths, weaknesses, opportunities and threats concerning SMG we realized that this organization has subtle mechanisms of marketing. Hence, its efficiency and effectiveness in regard to market responses are well developed. This can be testified by the manner the organization has managed to integrate diverse challenges which are in essence threats with emerging opportunities. Under SWOT analysis we identified a number of threats and weaknesses. That’s why the SMG have developed stringent market respon ses in regard to the market evolution which has been caused by changing mobile technologies.  To underpin the efficiency of market response in regard to emerging opportunities and challenges, the organization has embarked on establishing the apposite marketing mix. This includes adopting new measures of sustaining market efficiency and uncompromised response. This has been necessitated by the fact that mobile game consumers are constantly looking for fresh creation and this has been identified both as a threat and as an opportunity. With the growing news events we have to create market philosophies that correlate with our organization products. Hence, the scope of market response and the manner its efficiency is determined is instrumentally tied to planning (Greenbaum 2001). Based on the emerging challenges the organization has therefore employed diverse structural approaches designed to sustain our existing and emerging markets. It should be noted that the imminent challenges ha ve made us to be more focused. Equally the available opportunities have made us develop effective and reliable market response structures. Due to the concentrated promotional campaigns SMG has thorough definitive market response. This is in regard to both challenges and opportunities developed through systematic concept of brand loyalty, brand awareness as well as brand respect in her products. This illustrates the organization market response is positive and beneficial (Senge 1994). Though there are instances where the entire concept is threatened by growing market challenges it has remained effective. Therefore, as its target audience continue to grow so is its focus on enhancing market response in tackling any likely challenge either on technological scope or marketing platform (Lorna 1999). Due to the necessity of remaining relevant in the exploding mobile games industry the organization has embarked on developing a comprehensive market response measures. These measures are link ed to the creation of alternative marketing, as well as product or software sampling including developing event marketing schedules. Though regarding dealing with issues pertaining to market response in some instance has been misunderstood, SMG has one of the most vibrant efficiency mechanism. As a consequence of today’s mobile games competitive markets, SMG has realized success depends on having effective market response systems. More so, these systems are molded to tackle diverse market aspects be it threats, opportunities, weaknesses or strengths. This illustrates why SMG has been building on empowering its staff in regard to dealing with growing market challenges. By having unique market analysis procedure the organization has managed to forge a profound market response base. Equally, the diverse challenges identified through the market illustrate that SMG deals with the aspects of challenges and opportunities on a similar and equal approach. This is defined by the way th e organization has put in place diverse measures of identifying the emerging marketing changes. In essence, the way this organization has managed to capture and influence the mobile games industry demonstrates its efficiency in dealing with response to either challenges or opportunities. Also its dominance on the mobile games market testifies to this. Segmentation and positioning strategies As mobile games developer’s has grown to be a leader in creation of diverse tools and applications concerning mobile games and news events applications. This being one of the organizations core strengths, it has over the years been challenged by emerging similar organizations. This has been due to its current segmentation which seems to be in a way in effective. Consider that as continental and a global player in application and software development industry, market positioning becomes instrumental. However, due to the growing need to remain in the mobile games industry SMG have formulated dynamic segmentation and positioning plans using the diverse features of market research. Through concentrated market research we have recognized our core market segments, these segments have been compacted into three key groups, linked to mobile games application and development. These segments are defined as user, non-user and former user (Lim 2002).  However, one of the foremost focuses of SMG has been the non-user group. The organizations desire to move beyond the common market aspects has been fuelled by segmentation and positioning. Therefore, looking at the manner diverse aspects has been examined; diversity in consumer needs and the desire to attain and reach specialized markets has equally contributed to the efficiency of the SMG segmentation and positioning scope (Hay 1999).  Therefore, the organization as it identified its weak points and through exploiting the emerging opportunities has embarked on segmenting its existing markets. This scope includes identifying mor e attractive market segments. This has resulted in the organization identifying new markets for its applications, while creating apposite positioning and beneficial strategies. The reason this organization opted for segmentation research relates to its internal and external forces. These forces are calling for a more open market strategy in addition to examining the reasons behind the declining brand, the necessity of launching new brand, plus restructuring their existing structural policies (Gale Research 2000; Scholtes 2000). Therefore, in such observation SMG segmentation and positioning can be said to be effective. Note that, this organization has stayed in touch with the emerging changes within the mobile games industry. The market comparisons as is testified by the following graphs testifies to this concept. One thing is apparent; the organization is strategies are effective. This can be testified by the way the organization has enhanced its market position by creating brand differentiation including targeted promotion. Also the articulate matching of the organizations highly effective and effectual resources to the anticipated market segments illustrates the organizations efficiency on ROMI (return on marketing investment). SMG segmentation reflects its relationship as well as the needs of her consumer. More so, the organizations segmentation and positioning is based on the established market strategies. Which are in essence compacted through breakdown-approach. Hence, the organizations use of both breakdown as well as build-up plans have provided it with a more apposite, accurate and highly profitable view of the mobile games markets. The extent to which the SMG segmentation and positioning can be said to be effective are equally illustrated by the manner the organization embraces customer-related procedures. The approach entails segmenting its products and services market through intricate profile of where the market is including where they are. Ther efore, it can be asserted that the organizations segmentation and positioning is productive. In that they have managed to provide their consumers with what they need not basing their approach on how they design their applications. Thus, looking at the existing mobile games market’s segmentation and positioning strategies the organization has managed to establish improved efficiency in its operations. Also this approach has illustrated the organization is gaining competitive advantage over its rivals. This is well demonstrated by the manner the organization has been segmenting its clients and equally providing them with a number of unique mobile games applications (Drucker 2002).  Concerning the effects of segmentation and positioning, SMG has shown that this approach is highly effective in its operations. The benefits of this approach have made it possible for this organization to undertake mass marketing including offering new applications in the market. Though, the client s are becoming more dynamic and diversified, it is through positioning and repositioning as well as segmentation that they have remained in the industry. Conclusion SMG as a mobile games creator has been in the industry for a number of years. However, just like any other organization it has faced a number of dissimilar challenges, threats as well as opportunities. But with the exploitation of analysis tools such as SWOT, PESTLE, and MOST the organization has managed to identify the diverse facets that needs to be addressed (Ould 2005). This can be attributed to the fact that mobile games industry is ever transforming due to the emerging technologies. The entire concept therefore raises a number of unforeseen opportunities and threats. In some instances, weakening the entire organizational structures. However, SMG has shown that articulate planning and having clear marketing policies makes it possible to remain in the competitive market. Equally, having profound structures of address ing market response in regard to challenges and opportunities is essential. The reason organizations have a value for effective market response is that it determines their engagement with the changing consumer behaviors. Therefore, through seamless focus SMG has shown that business strategic planning is fundamental, either in the realm of segmentation or market positioning. Hence, understanding the major issues within the business environment is instrumental in sustaining a viable business environment. On the other hand, SMG approach to segmentation and positioning shows the organizations prowess in the art of dividing and conquering. This scope has made this organization to effectively differentiate its products in the market. Also, by embracing this concept they have managed to identify the apposite market pool for their diverse products and services (Kiragu 2011). References List Drucker, Peter. (2002) Innovation and Entrepreneurship. NY, Harper. Gale Research. (2000) Notable Cor porate Chronologies. Detroit, Gale Research. Greenbaum, Thomas. (2001) Focus Group Research. New York, Lexington. Hay, Robert. (1999) Encyclopedia of Consumer Brand. Detroit, St. James. Kiragu, Peter. (2011) Market analysis objectives. Nairobi, St.Teresa Books. Laguna, Manuel., Marklun, Johan. (2004) Business Process. NY, Prentice. Lim, Kyung-Sun. (2002) How Products Are Made. Detroit, Gale Research. Lorna, Daniells (2002) Business Information Sources. Berkeley, UCP. Lorna, Daniells. (1999). Business Intelligence. Boston, Harvard. Ould, Martyn. (2005) Business Process Management. London, BCS. Ovidiu, Noran. (2000) Business Modeling.Griffh, Griffh University. Scholtes, Peter. (2000) Making Things Happen.NY, McGraw-Hill. Senge, Peter. (1994) The Fifth Discipline. New York, Doubleday. Slater, Robert. (2002) Management Insights. NY, McGraw-Hill. Weingand, Darlene. (2002) Marketing. Englewood, Libraries Unlimited.

Sociology Coursework

Sociology Coursework Sociology Coursework When a student has to write a sociology coursework, it may happen there are no ideas to develop. This article is written with the hope to assist you with great sociology coursework writing from scratch. You may know what a good sociology coursework is, while our writers know how to write a great sociology coursework for you! Sociology Coursework Writing Tips Sociology is a science which deals with the relationships between people and different social groups. It discovers the position of every human being as a social link and defines people producing social stability and conformity. Sociologists learn the principles of the social being and the reactions, activities and relations between people. It is a science which can bring the humankind onto the new stage and give birth to the new branches of the concrete objects. Educational view on the problem can dispose the student facing global development and learning the platform for the education and help. So, in the sociology coursework a student is supposed to write about ties which connect the living beings into the families, groups or staying apart from the social sphere and being individual organism. Other courses can be taken into account and there are few of them such as psychology, philosophy and other sciences. Qualities of the systemic management can be described as follows: adaptability to the factors of society organizing, conformity of all links in the society, reliability of the lower social layers to the higher ones, step-by-step movement to the new stages and relations which can bring the society onto the new level. The sociology coursework can count the learning as the practical experience using process of the discovering different cultures, religions and traditions to understand the real nature of the perspective on things. The social sphere can be discussed in the good sociology coursework and personal view and ideals can be recognized during individual writing style: A student should show the accurate level of proficiency and competency while learning and describing the social laws, as the theory must side the personal experience and the shape, which the person gives to the ideas and notions of the social sphere, should be under influence of such factors as culture and personal views. A well-grounded sociology coursework must present the ideas which can be contributed to the rich level of identity and personality. Characteristics of Sociology Coursework Cultures can be interconnected by the differentiating and finding similarities in the thoughts, ideas and other facts of the social identity; The knowledge has bases which are deeply in the core of other studies. All the adjacent sciences should be regarded thoroughly; Impression of the good sociology coursework should enrich the beliefs and persons views. The system of the writing supposes the creating method and original approach to the issued topics. The functions of the sociology coursework should be considered and the basic norms of the writing should be followed for the important attitude to the educational process. If you have no time to write your sociology coursework and yet want to impress your teacher with professional writing, do not hesitate to order custom coursework writing help at our site and get professional assistance by experience coursework writers! Read also: College Essay Online Free College Admission Essays How To Write A College Application Essay Informative Essay Writing School Entry Essay

Evaluating and reviewing a piece of pop culture Essay

Evaluating and reviewing a piece of pop culture - Essay Example haps this is the reason why it is so popular because it has a subliminal message that an average guy just like Chuck and everyone else’s could become a super spy through an unexpected circumstance. The weakness of the TV series is that it defies logic and not based on sound science. For example, how could the CIA possibly build a labyrinth of headquarters at Nerd Herd’s basement without being notice by somebody? And also, there is no scientific basis that a person can remember everything (being an intersect) by just opening an email. The TV series became popular because it brought down spy culture to the understanding of the masses. The general audience was able to relate how the life of an average person could turn into a highly adventurous, explosive and secretive life by being a spy. Chuck’s dilemma on how to keep his identity and to fulfill the function of a spy also tickles the fancy and imagination of the audience that made it popular. Because of the theme of the film which is espionage and action, the main audiences of the film are mainstream males who are into espionage films. They can relate themselves as Chuck doing extra ordinary things even if they are just a regular guy. The value of the series is the ability of the main character Chuck, to relate to the subliminal aspiration of an average male to do adventure and secretive work by being a spy. It differentiated from other TV series of the same genre as it strips the work of being a spy as unattainable and making it a possibility as portrayed in the TV series Chuck. Whereas other TV series of the same genre portrays the role of a spy to require superhuman ability such as superior intelligence and athleticism, Chuck removed this barrier by just requiring the protagonist to be at the right place and at the right time and able to do the same and even better by just being lucky. If this will be translated to a game just like other spy films, this will prove to be interesting as those

Operations Management Case Analysis Term Paper Example | Topics and Well Written Essays - 750 words

Operations Management Case Analysis - Term Paper Example The revised approach as devised by Master Tag is beneficial, since it will entail supplying the labels directly to the plant growers. The labels will be supplied in two batches, with one batch supplied earlier, and the second batch supplied later, depending on the amount of produce that the plant growers will have obtained during any particular season (Foster, 697). This being the case, the revised plan will ensure that Master Tag does not produce labels beyond the requirements of the plants growers at any particular season, since the production will be based on the quantity of produce that the plants growers have produced in that season. The plan is also beneficial because, the production of the labels will be occurring in two batches, ensuring that the plant growers will not experience any shortages of the labels, since they will already be having the first batch, as they wait for the second batch to be delivered (Foster, 697). This improves the system of communication between the company and the users of the labels, ensuring that the company produces the exact amount of labels, which the plant growers will need to use. This way, the revised plan will have guarded against over or under production of the labels, ensuring that the customers are fully satisfied. 2. Mster Tag has not yet decided to implement this plan. List the pros and cons you think should be considered. The pros that should be considered while introducing the plan include: Direct produce to consumer interaction This is the first benefit that this revised plan will introduce, since it will pave way for the producer, in this case Master Tag, to interact directly with the consumers, who in this case are the plant growers. The improved producer to consumer relationship is a vital concept of business, since it establishes an avenue through which the producer and the consumer will address all the issue involving their business, thus improve their understanding, while also fostering loyalty and goodw ill (Sharp, 43). Direct producer to consumer relationships also fosters the process of innovation, since the producer will understand better the needs of the consumers, and therefore tailor made their products towards directly satisfying the unique needs of the consumers (Sharp, 45). This is contrary to the earlier plan, where the labels were first supplied to the seed companies, who in turn supplied them to the consumers. This is because, the producer would only depend on the information from the seed companies, thus may fail to meet the unique needs of each and every of the consumers, owing to the fact that the seed companies would order universal labels, while different plant growers would want the labels specifically made for them. Reduced price possibilities Secondly, the revised plan is advantageous to the company and to the plant growers, since it would enable a reduction in the price of the labels, now that they are delivered directly from the producer to the consumer, witho ut being added the costs of the intermediary, in this case, the seed companies (Foster, 698). This plan is a double gain, since it allows the producer to sell directly to the consumer without the inconveniencies of

Social Technology Essay Example | Topics and Well Written Essays - 750 words

Social Technology - Essay Example She later conceives this idea, perhaps that person view himself absent and hence never minding to talk his personal business in public. The attachment human kinds have with their electronic gadgets had â€Å"turned them cyborgs† (35-36), she writes. It has the ability to make us feel alone, secure and reminiscing about happy moments. It gives solace in the kindest ways human beings have never invented. â€Å"With it†, Sherry observes, referring to collections of his connectivity, â€Å"it is not just that I keep remembering people or I have more ideas†, I feel sociable, invisible. It’s like I’m naked without it. (35-36). People would always prefer to be connected to their â€Å"world† as it provides solace. There is no room for feeling unhappy about anything and have nostalgic feeling. We are always called to multitask with the invention of the new technology. Most people hardly get sleep or wake up in their right foot before being engaged with their gadgets. Sherry observes an interesting point, â€Å"I have discovered that informing myself about daily profession demands is not a healthy way to start or end my day, but state has been unhappily continuing† (36- 37). The connected world have provided so much solace to us such we are already entangled to it and despite persistent efforts to sway away from such behaviors, it is evidently hard to stop. It seems we have irreversibly changed to be robots. At adolescent stage, it is all about finding identity. Most of us at that stage hardly know what to settles on and the mind is always in constant struggle deliberating on matters of life. That the past, with the current trends in communication technology, young people find space that they cherish on being â€Å"online†. They find that desirable space that seems to bring one’s identity as Sherry notes, â€Å"connectivity has the potential to offer new dimension on identity, and particularly in adolescence, it brings the sense of free space

The comparison of the Macroeconomic State of Bahrain and Saudi Arabia Essay

The comparison of the Macroeconomic State of Bahrain and Saudi Arabia for the years 2005 and 2011 - Essay Example Services include offshore banking, Islamic banking, insurance and tourism (CIA, Bahrain). Saudi Arabia Saudi Arabia hosts one of the world’s largest oil and gas reserves with estimates ranging up to one fifth of all proven reserves on earth (EIA). The economy of Saudi Arabia depends in large part on oil processing and exports as well as goods derived from crude oil. Diversification is in the air but has yet to yield economically significant results. The major contributors to the GDP according to their value addition are listed in the table below (CIA, Saudi Arabia): 2005 2011 Agriculture 3.3% 2.1% Industry 74.7% 67.6% Services 21.9% 30.4% The major agricultural products of Saudi Arabia are wheat, dates, citrus fruits, barley, melons, dairy and poultry. The major industries in Saudi Arabia are crude oil production, oil refining, petrochemical industries such as fertilizers, ammonia production, caustic soda production, plastics, metal processing, aircraft and ship repair, constr uction etc. Comparison Bahrain’s GDP is markedly smaller than that of Saudi Arabia given the geographical size of both nations and the amount of oil and gas reserves. Saudi Arabia’s GDP displays more of agricultural input compared to Bahrain while it has a larger industrial sector. In comparison, Bahrain has a larger service sector when compared to Saudi Arabia. Services Bahrain’s service sector is composed primarily of financial organisations such as off shore banks, Islamic banks, insurance companies and the like. Oil production has supported the growth of such financial service sectors that link Bahrain to the rest of the region financially. In addition, Bahrain’s service sector displays public utility companies, telecommunications firms,...This paper seeks to compare the economies of Bahrain and Saudi Arabia on a macroeconomic scale and to identify recent trends by performing comparisons for the years 2005 and 2011. Bahrain exhibits one of the highest GDP growth rates around the world given its small population and rich revenue streams. Mainly the economy depends on the export of processed oil and aluminium. Also, Bahrain exports finance services as well as construction materials. Saudi Arabia hosts one of the world’s largest oil and gas reserves with estimates ranging up to one fifth of all proven reserves on earth.. The economy of Saudi Arabia depends in large part on oil processing and exports as well as goods derived from crude oil. Diversification is in the air but has yet to yield economically significant results. Saudi Arabia’s GDP displays more of agricultural input compared to Bahrain while it has a larger industrial sector. In comparison, Bahrain has a larger service sector when compared to Saudi Arabia. For both Bahrain and Saudi Arabia, the major export item is essentially mineral products (crude oil, refined and processed oil etc.) contributing to around 90% of all exports for both nations. In addition, it is noticeable that the next largest export for both nations is chemical products In terms of the import structure, Bahrain and Saudi Arabia are well differentiated since Bahrain imports crude oil in order to refine and process. Saudi Arabia major import items are machinery and transportation equipment. In terms of the larger picture, Bahrain shows greater GDP per capita compared to Saudi Arabia though its macroeconomic structure is more heavily government owned, regulated and controlled.

Sonny's Blues and Big Black Good Man Assignment Example | Topics and Well Written Essays - 500 words

Sonny's Blues and Big Black Good Man - Assignment Example Sonny, the narrator finds out, had been trying to get away from falling into the trap of drugs, and through this the narrator sees his own shortcomings in trying to deal with his brother; this leads him to change his attitude towards himself as well. He feels no more bitterness towards his brother, as he now realizes that in a way his mistakes were a rite of passage of sorts. Finally, listening to his brother play the piano, he finally realizes that he has been pushing away his brother, and that he needs to be part of Sonny’s life now and listen to him and his music. The story is neither closer to Olaf’s point of view, nor Jim’s, it is basically an attempt by the author to challenge our prejudices and to let us know that even those amongst us who consider themselves to be racially unbiased, like Olaf, are actually racists at some level. This is exactly why Wright has used a stereotypical big black man; it is an image of the black man that is deeply ingrained in the white man’s psyche, an image the typical white man is scared of. Jim wanted to show gratitude to Olaf for introducing him to Lena, and he was merely measuring Olaf’s neck size the only way he knew how, it was Olaf’s prejudice that scared him into thinking his life was in danger. Richard Wright mirrors the reader in Olaf; he takes an exaggerated stereotypical black man and confronts the reader directly with his/her prejudices, showing the reader that no matter how unbiased we might claim ourselves to be, most of us are influenced by racial inclination s. Trevor, I agree that the narrator in â€Å"Sonny’s Blues† underwent a lot of changes, with time and experience, throughout his narrative. However, I do not feel that Jim in â€Å"Big Black Good Man† was playing with Olaf intentionally; it was actually Olaf’s own biased and racist thinking that made him believe that Jim was

The comparison of the Macroeconomic State of Bahrain and Saudi Arabia Essay

The comparison of the Macroeconomic State of Bahrain and Saudi Arabia for the years 2005 and 2011 - Essay Example Services include offshore banking, Islamic banking, insurance and tourism (CIA, Bahrain). Saudi Arabia Saudi Arabia hosts one of the world’s largest oil and gas reserves with estimates ranging up to one fifth of all proven reserves on earth (EIA). The economy of Saudi Arabia depends in large part on oil processing and exports as well as goods derived from crude oil. Diversification is in the air but has yet to yield economically significant results. The major contributors to the GDP according to their value addition are listed in the table below (CIA, Saudi Arabia): 2005 2011 Agriculture 3.3% 2.1% Industry 74.7% 67.6% Services 21.9% 30.4% The major agricultural products of Saudi Arabia are wheat, dates, citrus fruits, barley, melons, dairy and poultry. The major industries in Saudi Arabia are crude oil production, oil refining, petrochemical industries such as fertilizers, ammonia production, caustic soda production, plastics, metal processing, aircraft and ship repair, constr uction etc. Comparison Bahrain’s GDP is markedly smaller than that of Saudi Arabia given the geographical size of both nations and the amount of oil and gas reserves. Saudi Arabia’s GDP displays more of agricultural input compared to Bahrain while it has a larger industrial sector. In comparison, Bahrain has a larger service sector when compared to Saudi Arabia. Services Bahrain’s service sector is composed primarily of financial organisations such as off shore banks, Islamic banks, insurance companies and the like. Oil production has supported the growth of such financial service sectors that link Bahrain to the rest of the region financially. In addition, Bahrain’s service sector displays public utility companies, telecommunications firms,...This paper seeks to compare the economies of Bahrain and Saudi Arabia on a macroeconomic scale and to identify recent trends by performing comparisons for the years 2005 and 2011. Bahrain exhibits one of the highest GDP growth rates around the world given its small population and rich revenue streams. Mainly the economy depends on the export of processed oil and aluminium. Also, Bahrain exports finance services as well as construction materials. Saudi Arabia hosts one of the world’s largest oil and gas reserves with estimates ranging up to one fifth of all proven reserves on earth.. The economy of Saudi Arabia depends in large part on oil processing and exports as well as goods derived from crude oil. Diversification is in the air but has yet to yield economically significant results. Saudi Arabia’s GDP displays more of agricultural input compared to Bahrain while it has a larger industrial sector. In comparison, Bahrain has a larger service sector when compared to Saudi Arabia. For both Bahrain and Saudi Arabia, the major export item is essentially mineral products (crude oil, refined and processed oil etc.) contributing to around 90% of all exports for both nations. In addition, it is noticeable that the next largest export for both nations is chemical products In terms of the import structure, Bahrain and Saudi Arabia are well differentiated since Bahrain imports crude oil in order to refine and process. Saudi Arabia major import items are machinery and transportation equipment. In terms of the larger picture, Bahrain shows greater GDP per capita compared to Saudi Arabia though its macroeconomic structure is more heavily government owned, regulated and controlled.

Explain the role of Fillicle Stimulating Hormone (FSH), Lutenising Essay

Explain the role of Fillicle Stimulating Hormone (FSH), Lutenising Hormone, Oestrogen and Progesterone in the menstural cycle - Essay Example The reproductive system of females is quite different from males. In females the egg production is a periodic or cyclic activity (menstrual cycle) while in males the production of sperms is a continuous process and never stops after they hit puberty till the time they die. In human females the periodic reproductive menstrual cycle is controlled by certain hormones and is completed in approximately twenty eight days causing changes in structure as well as the function of the entire reproductive system. The menstrual cycle in total comprises of the ovarian cycle linked with ovaries and the uterine cycle linked with uterus. We can divide the menstrual cycle into four main phases which are: The pituitary gland naturally produces the follicle stimulating hormone which is secreted in blood. By the name we can very well guess that this follicle stimulating hormone is linked with the follicle phase. The hormone is mainly responsible for the growth of the ovarian follicle or for stimulating the development of several primary follicles and also for stimulating the ovary to produce its own hormone which is called the oestrogen from the ovarian follicles which degenerate during the initial process of follicle phase (follicle atresia) and the oestrogen then is responsible for the thickening and vascularizing of the endometrium (uterus wall) before the process of ovulation actually starts and at the same time inhibits the pituitary to stop the production of follicle stimulating hormone. In males, the follicle stimulating hormone is also plays an important role in the production of sperm by supporting steroli cells in their function.(the menstrual cycle1993; Mayo Clinic 2011; R. Bowen 2004) When the level of the follicle stimulating hormone becomes less while the level of estrogen increases the pituitary gland secretes another hormone which is

Parents vs. the Media Essay Example for Free

Parents vs. the Media Essay Due to childrens fascinations with violence, recent massacres at schools have been linked to media influence. Often troubled children use the news to gain attention. Many of the children committing these crimes are children that are being teased in school. Most of the children involved in school shootings have never had a past criminal record. Psychologists believe that these troubled children are using the media merely because no one else will listen to their problems. The reoccurrence of copycat crimes is on the rise, and it seems at times we overestimate how much violence is really occurring. The constant struggle between the media and those who feel it is saturated with violence continues on. However, it is difficult to determine whether there is a strong correlation between the two. Parents are uniting around the country to form groups against violence in the media. They believe that the violence in entertainment and the media is to blame for the copycat syndrome. Psychologists believe that children are vulnerable to feelings of psychological injury. Therefore, when children are being tormented they feel a sense of rage and worthlessness. This feeling causes them to look upon society as an enemy. For instance, The Trenchcoat Mafia was a group of teenagers that formed a violent gang, and turned against killed their classmates after seeing the movie Basketball Diaries. They felt isolated from the rest of the school, and believed the only way to gain popularity was through displaying acts of violence. This type of behavior has drastically increased and is seen all over the media. Parents blame the media for over-exposure of school violence. The parents see the media lacking in follow-up stories. These stories should show how it affected the lives of the killers, the victims and their families. Furthermore, the follow-up stories can present a better understanding of the consequences. Rather, the news seems to be showing their viewers almost how to carry out such crimes. On the other hand, the media is simply providing the public with current events. The media reports both positive and negative events. The news provides coverage on the issues that are most appealing to the public. For example, the first school shooting at Columbine began a major controversy. The public became extremely concerned, and safety in schools became a hot topic. The media simply reports on these events, they are not to be held responsible for violent occurrences. Their responsibility is to give coverage on events that affect our society as a whole. Parents should not view the media negatively, but see it as a source of information. Such information can give parents reasons for teaching their children morals. Children that come from broken homes may have been exposed to violence, and use this as a solution to their problems. Parents of these children should provide special psychiatric help to prevent them from becoming violent. If teachers are aware a students extreme misconduct, they should inform the childs parents as well as the schools counselors. Therefore, the school can solve the problem before it gets out of hand. Different approaches have been used to prevent these shootings from reoccurring. The most obvious solution has been increasing the security in schools, such as metal detectors and surveillance cameras. Some schools are simply educating their students about respecting each other, and have seen an improvement in the conduct of the students. When these issues improve, a healthier school will prevail.

Increasing Brand Equity Through Viral Marketing Marketing Essay

Increasing Brand Equity Through Viral Marketing Marketing Essay Together with a friend/business partner, I have been developing a new business venture for the last two years. We are building an online platform for DJs, producers and record labels in the dance music industry (It is like a facebook developed for the dance music industry). It is not finished yet and we are still conducting research. Therefore I am going to write my thesis about this topic to expand my knowledge, with the main advantages to use the outcome of my thesis for my business venture. We will offer services to artists and producers to distribute their music efficiently with the main goal to become famous. Marketing is key in this recent concept and it is a new marketing phenomenon that has not been dealt with properly before by theorists. The fact that it is not a very common topic and it will be more difficult to find relevant papers makes it more challenging and therefore more interesting to write about this topic. Strategic brand management and marketing theories are used as a theoretical reference point when the artist branding practises are being evaluated and interpreted. The focus is on three theoretical concepts, viral marketing, brand awareness, and brand equity. Chapter 1: Introduction 1.1 Case background: Globalization and digitization of the dance music industry Over the last few years, the dance music industry has been undergoing a revolutionary change. The emergence of Internet is having a significant impact on the supply chain for dance music. Figure 1, based on Premkumars digital distribution strategies (2003), shows that physical distribution has been replaced by digital distribution. Sharing music through the internet has never been this easy. Modern communications technologies have created new opportunities and increased competition. The digitization and globalization of music asks for new ways to promote and distribute music globally. Figure 1. Dance music distribution: shift in the supply chain a) Pre Web1.0 Physical distribution (until 1999) Artist Record Label Distributor Retailer Consumer b) Web1.0 Digital distribution through record labels (1999 2005) Artist Record Label Distributor Consumer c) Web2.0 Digital distribution and promotion through viral marketing (2005 à ¢Ã¢â€š ¬Ã‚ ¦) Artist Record Label Viral marketing Consumer The advent of the Internet is having a significant impact on both the supply chain for music and the dominance of the big record labels (Graham et al., 2004). The digitization and globalization of the dance music industry has led to a decrease of importance of record labels. Artists do not need record labels anymore to promote and distribute music. With intense competition, it is prudent for record labels to concentrate on their core competency of music creation. This way, record labels can remain truly relevant and valuable to both established and new artists (Crawford, 2001). This change of the supply chain of distributing and promoting music has led to a major structural change in the role of the artist. While the future may look bleak for the major record labels, it looks much more positive for artists and consumers (Graham et al., 2004). The individual artist brand has become more important in order to successfully gain competitive advantage in the dance music industry, which is becoming more crowded and aggressive because of the emergence of internet. It is more difficult for individual artists to be unique and share their sound these days. Because of the increase in importance of the artist brand, artists should understand brand management practices. Consumers should be made aware of the existence of the artist, and therefore brand awareness is very important. Entertainment products, like music, by established names are generally believed to perform better in the market. The charts of top selling offering (e.g. Billboard 200) are primarily populated with established artists, providing ample support for this perception (Moore et al., 2006). In other words, success of artists depends on artist brand awareness. Brand awareness measures consumers knowledge of a brands existence. It refers to the proportion of consumers who know or recognize the  brand. Brand awareness is an often undervalued asset; however, awareness has been shown to affect perceptions and even taste. People like the familiar and are prepared to ascribe all sorts of good attitudes to items that are familiar to them. Awareness is often transferred into perceptions of technological superiority and market acceptance (Kover, Aaker and Joachimster, 2000). According to Aaker (1991), brand awareness is a dimension of brand equity. Brand equity refers to that part of the value of a product that is attributable to the brand name. However, this paper will use brand equity in a different way than other theorists do. In the dance music industry, brand awareness plays a key role in the success of an artist, and therefore this thesis focuses on brand awareness and its relation with brand equity. Explicitly or implicitly, it is generally accepted that brand equity plays a role in the sales of entertainment products (Moore et al., 2006). This study measures brand equity as the difference in success between an established artist and a similar unknown artist. Once an artist is established, its success develops like a snowball effect or so-called virtuous circle. Artists should understand how to create and increase their brand equity and benefit from this sweeping change of the dance music industry. In the past, artists were promoted by their record labels and their success depended on the artists and labels network. Word-of-mouth played a big role in the distribution and promotion of music. The emergence of internet and the diminishing power of record labels have made it easier for artists to share music (globally) and therefore reach more people. New communication platforms like Facebook, Youtube, Twitter and blogs increased this phenomenon even more. This has also led to new possibilities for artists to create brand awareness. There are different ways for artists to promote themselves or get promoted to increase brand awareness. Record labels are used to share and distribute music in record shops and on the Web, artist agencies are used to handle and arrange event bookings, and artists themselves can promote themselves in their network. Because of the importance of word-of-mouth marketing to promote artists and music in the dance music industry, and the emergence of internet, artists should look for new ways and possibilities to share, promote, and distribute music through the Web. Viral marketing is a marketing tool that creates word-of-mouth through the internet. Therefore, this thesis will focus on the concept of viral marketing and whether it can be used to increase brand awareness in the dance music industry or not. The goal of viral marketing is to use consumer-to-consumer (or peer-to-peer) communications-as opposed to company-to-consumer communications-to disseminate information about a product or service, thereby leading to more rapid and cost effective adoption by the market. With viral marketing, consumers become promoters of the brand and spread the word to their friends. This thesis will explain the effects of viral marketing on the creation of brand awareness, which will consequently lead to brand image. This study refers to the first phase of the awareness process. 1.2 The problem statement Critics find the availability of free online music as life-threatening, while others think the new music industry will benefit from digitization and globalization in other ways. Describing how artists can benefit from the digitization and globalization of the music industry by creating brand awareness and brand equity through viral marketing is the main goal of this thesis, leading to the formulation of the following problem statement: To what extent does viral marketing create artist brand awareness, and thereby result in an increase of brand equity in the dance music industry? 1.3 Research Questions In order to be able to give an accurate answer to this problem statement, a set of research questions needs to be formulated to get a clear understanding of its context and implementation. The research questions are: What are brand awareness and brand equity and what is their relation? What is viral marketing and is it effective? What is the relation between viral marketing and brand awareness? What is the purpose of using viral marketing to create brand equity in the dance music industry? What is the effect of viral marketing on brand equity in this case? 1.4 Conceptual model Brand image Brand awareness Viral marketing Brand loyalty Brand equity in the dance music industry 1.5 Relevance Academic relevance There are several generally accepted theories about brand equity (Aaker, 1991; Keller, 1993; etc.). Despite the age of these theories, they are still widely used in research these days. Brand equity is defined in terms of the marketing effects uniquely attributable to the brand (Keller, 1993). Aaker explains the dimensions of brand equity, but his and other theories fail to explain direct causes of brand equity. A comparison between Aaker and Keller will explain the importance of brand awareness in its relation to brand equity. This study develops a new framework based on those existing theories with new practical insights developed for the dance music industry. Research and theories in this area are outdated and need to be revised to be applicable on this case. The focus of this thesis will be on brand awareness, because of its importance in the dance music industry as explained before. Brand equity occurs when the consumer is aware of the brand (Keller, 1993). Therefore, brand awar eness is of great importance in the creation of brand equity it is defined as the first phase of brand equity in this study. Other dimensions of brand equity, like brand loyalty or perceived quality, are established, once consumers are aware of the brand. This thesis does not focus on the effects of brand equity, but only looks at the first phase; brand awareness. This will be applied to the dance music industry, thereby resulting in a deeper insight and understanding on the importance of brand awareness related to the creation of brand equity. This thesis will focus on a relatively new phenomenon of word-of-mouth through the web: viral marketing. Viral marketing has been studied intensively the last years, but little is known about the effectiveness of viral marketing and whether it influences consumers actual behaviours (De Bruyn Lilien, 2008). This study will provide a better understanding of the effectiveness of viral marketing on brand awareness and brand equity, which will explain whether viral marketing is a useful method to use to create brand awareness, resulting in brand equity. Marketing theories about (customer-based) brand equity and viral marketing are used as a theoretical reference point when the artist branding practises are being evaluated and interpreted. Managerial relevance There is much uncertainty and indifference toward the new digital music industry. The visible disadvantages of the consequences (decrease in sales of music) are easier to measure than the indirect advantages of the consequences (exposure, acquaintance, distribution convenience). Internet increased the convenience of sharing music. However, artists themselves find it difficult to share their music effectively, because competition has increased significantly. Internet allows new artists to provide consumers with unprecedented amounts of song samples. This resulted in an enormous increase in music choice. As a consequence, new artists face tough competition in their efforts to get adequate attention on the internet (Crawford, 2001). Creating and managing a real brand is important for an artist to become successful. Because of the increase in importance of the artist brand, artists should understand brand management practices. Consumers should be made aware of the existence of the artist, and therefore brand awareness is very important. Artists and record labels increasingly try to promote themselves via social media, because it is a free and easy way to reach a large amount of people in a short period of time. But little is known about the effects of viral marketing. The effects of viral marketing on brand awareness will be studied in this thesis, in order to provide artists and record labels with a useful and effective tool to increase their brand equity. 1.6 Thesis structure The second chapter will explain of the terms brand awareness and brand equity in the dance music industry. In the third chapter a description of the term viral marketing will be given along with the effects of viral marketing. The interrelationships between the different variables will be explained in the fourth chapter. First the relation between brand awareness and brand equity will be explained and then the relation between viral marketing and brand awareness will be explained. The final chapter will contain the conclusions from the study including a discussion and suggestions will be given for further research. Chapter 2: Brand awareness and brand equity This chapter will shortly explain the terms brand awareness and brand equity. First, existing theories about brand equity and brand awareness are described and explained in order to build a theoretical background for this study. Then, the relation between brand awareness and brand equity will be described. 2.1 What is brand equity? Brand equity is a widely used marketing concept and there are numerous definitions for brand equity. In a general sense, brand equity is defined in terms of the marketing effects uniquely attributable to the brand for example, when certain outcomes result from the marketing of a product or service because of its brand name that would not occur if the same product or service did not have that name (Keller, 1993). Keller (2008) showed and explained the process of building strong brands in his Customer Based Brand Equity model. He focuses on brand-added value which he defines as the differential effect that consumers brand knowledge has on their response to the marketing of that brand. The process consists of the following dimensions: brand salience, brand performance, brand imagery, consumer judgement, consumer feelings and brand resonance. Aaker (1991) defines brand equity as a set of brand assets and liabilities linked to a brand its name and symbols that add to or subtract from t he value provided by a product or service to a firm and/or to that firms customers. Aaker identifies five assets; brand awareness, perceived quality, brand loyalty, brand association, and other proprietary brand assets. Keller explains brand equity as a customer-based process consisting of several steps which are related, while Aaker explains brand equity as set of brand dimensions without making a distinction between a firm and its customers. This thesis defines brand equity as the difference in success between an established artist and a similar unknown artist in the dance music industry. Figure 2 visualises the brand equity process in the dance music industry. It combines Kellers conceptual framework of customer-based brand equity and Aakers theory of brand equity to develop a new framework which explains the process of building brand equity. Figure 2. Brand equity in the dance music industry Brand loyalty Brand awareness Brand image According to Keller (1993), Customer-based brand equity occurs when the consumer is aware of the brand and holds some favourable, strong, and unique brand associations in memory. The different types of customer-based brand equity are discussed by considering the effects of these dimensions of brand knowledge on brand loyalty and consumer response to product, price, promotion, and distribution strategies. The focus of this thesis will therefore be on brand awareness, and how to create brand awareness, because it is of great importance in the creation of brand equity it is the first phase in the creation process of customer-based brand equity in this study. Brand image, brand loyalty and other dimensions of brand equity occur once brand awareness is established. This process is in line with Stalpers findings (2011); brand equity includes brand awareness and brand image, which subsequently could lead to popularity and brand loyalty. The relation between brand awareness and brand equity will be explained in paragraph 2.3 and a method used to create brand awareness will be explained in chapter 3. 2.2 What is brand awareness? Brand awareness measures consumers knowledge of a brands existence. It refers to the proportion of consumers who know or recognize the  brand (Keller, 2001). A brand can increase the demand for a product in several ways. Brand awareness makes it easier for consumers to identify products with the well-known brand names  (Mary W.Sullivan, 1998). Therefore, brands provide information by increasing awareness and serving as a proxy for quality. According to Keller (1993), brand awareness plays an important role in consumer decision making. One reason Keller mentions, is that brand awareness can affect decisions about brands in the consideration set, even if there are essentially no other brand associations. Consumers tend to prefer familiar, well-established brands. A minimum level of brand awareness may be sufficient for product choice, even in the absence of a well-formed attitude (Bettman and Park 1980; Hoyer and Brown 1990; Park and Lessig 1981). In this thesis, artist brand awareness refers to the extent that a consumer knows or recognizes an artist. Chapter 4 will explain why brand awareness is of great importance in the dance music industry. 2.3 Brand awareness and brand equity In contrary to other theories about brand equity, this thesis only focuses on the relation between brand awareness and brand equity. As explained before in previous paragraphs, brand equity occurs when the consumer is aware of the brand (Keller, 1993). Once brand awareness and thus brand equity is established, we can look at the effects of the dimensions of brand equity on brand loyalty and consumer response to different strategies. According to Keller (1993), high levels of brand awareness and a positive brand image should increase the probability of brand choice, as well as produce greater consumer (and retailer) loyalty and decrease vulnerability to competitive marketing actions. Chapter 3: Viral marketing The phenomenon viral marketing will be explained in this chapter. The goal of this chapter is to get a better understanding of viral marketing and its effectiveness. Advantages and disadvantages will be explained. The final paragraph will explain how viral marketing can be used to create brand awareness. 3.1 What is viral marketing? Marketers are looking for new ways of communicating with customers and creating a dialogue with customers. The growth and evolution of the internet has led to the creation of a new format of word-of-mouth; viral marketing through new media. It is the online version of word-of-mouth or so-called network marketing. The goal of viral marketing is to use consumer-to-consumer (or peer-to-peer) communications-as opposed to company-to-consumer communications-to disseminate information about a product or service, thereby leading to more rapid and cost effective adoption by the market (Krishnamurthy, 2001). Viral marketing and its offline counterpart word-of-mouth differ in two ways (De Bruyn Lilien, 2008).: Viral marketing practices are electronic by nature; there is no face-to-face communication. Viral marketing referrals are usually unsolicited, that is, they are sent to recipients who are not looking for information, and hence are not necessarily willing to pay attention to them. According to the same authors, Viral marketing occurs when consumers willingly become promoters of a product or service and spread the words to their friends; they are driven to do so either through an explicit incentive (e.g., financial incentives, need to create network externalities) or simply out of a desire to share the product benefits with friends (e.g., fun, intriguing, valuable for others). Viral marketing utilizes multiple new media channels such as Facebook, YouTube, Google, and Twitter, which enable customers to take a more active role as market players and reach (and be reached by) almost everyone, anywhere, and anytime. These new media threaten long established business models and corporate strategies, but also provide ample opportunities for growth through new adaptive strategies (Hennig-Thurau et. Al, 2010). Social media is essentially a new form of virtual word-of-mouth marketing. It is harnessing different social media networks. Viral marketing is a marketing strategy that creates a buzz around a product/service. It essentially acts like a virus, exploding the message to the masses, which can be used among all types of media, including social media. 3.2 What are disadvantages of viral marketing? From the last paragraph, it can be concluded that viral marketing works extremely rapid and the transmission of the marketing message is comparatively inexpensive. This all sounds promising, but marketers need to be aware of potential risks connected to viral marketing. Viral marketing is a relatively new phenomenon and the effects are difficult to measure (De Bruyn Lilien, 2008). The next paragraph will explain the effectiveness of viral marketing. According to Wuyts et Al (2010), a viral marketing campaign relies entirely on consumers to spread it, which makes it impossible for marketers to further control this process once the message spreads over the Web as a virus. In addition, consumers can edit a message once they will forward it to their peers, which makes it difficult to control the content of the message itself. Furthermore, consumers that unwillingly receive messages could consider such messages as spam, which may damage a brand. Finally, a marketer cannot control a campaigns timing (Welker, 2002). Control can thus be seen as the most important and challenging factor of a viral marketing campaign in order to maintain a good relationship with consumers. 3.3 Is viral marketing effective? Previous examples of successful viral marketing campaigns indicate that viral marketing could be effective. The most famous viral marketing campaign that put viral marketing on the map was the campaign by Hotmail in 1996. It helped Hotmail become the leading personal web-based email service provider. Hotmail users forwarded messages with a small endnote: P.S. Get your free email at Hotmail. With this campaign, Hotmail recruited 12 million subscribers in 18 months with a marketing budget of only $500 000 (Kirby and Marsen, 2006). As stated in previous paragraphs, it is important for marketers to understand the process and pitfalls of viral marketing in order to create a successful viral marketing campaign. De Bruyn Lilien (2008) support this statement: To better understand why and how viral marketing can be effective, we must understand its pass-along process and its underlying mechanisms of influence. The same authors say that by leveraging the power of interpersonal networks to promote a product or service, viral marketing campaigns are an effective means to transform communication networks into influence networks capturing recipients attention, triggering interest, and eventually leading to adoption or sales. But not all social networks are equally effective. It seems that networks of friends (as opposed to networks of professionals or colleagues) are more suited to the rapid and effective diffusion of peer-to-peer online referrals. 3.4 Viral marketing and brand awareness Viral marketing through new media is a relatively new phenomenon. As explained in the previous paragraph, viral marketing is considered as an effective tool to transform (electronic) communication networks into influence networks. In order to explain the relation between viral marketing and brand awareness, the marketing objectives of viral marketing should be explained first. Viral marketing through new media on the Internet is used to increase brand awareness or achieve other marketing objectives (such as product sales) and to create market share in a short period of time on a shoestring promotion budget (Krishnamurthy, 2001). De Bruyn Lilien (2008) developed a multi-stage model of word-of-mouth influence through viral marketing, which includes the following stages: Awareness:  The consumer knows the alternative exists, but may not have either interest in it or sufficient information to understand its possible benefits. Interest. The consumer is aware, develops some interest, and hence decides to learn more about the product. Final decision. The consumer has now taken an observable action, a purchase of a good or service or the sustained adoption of an innovation. As discussed before, viral marketing has some pitfalls. But what is this relation with brand awareness? Once the message is spread over the Web, it is impossible for a marketer to control this process and influencing what and how the message will be spread. This could lead to negative publicity. But does this harm a brand? Although popular wisdom suggests that any publicity is good publicity, prior research has demonstrated only downsides to negative press. However, according to a study by Berger et Al (2010) negative publicity could lead to positive outcomes. They argue that negative publicity can increase purchase likelihood and sales by increasing product awareness. This means that the old wisdom could be true in terms of creating awareness: any publicity is good publicity. Chapter 4: Interrelationship between variables Chapter 4 will apply all the previously described relations on the dance music industry. A more practical insight will be given about the meaning of brand awareness, brand equity and viral marketing within the dance music industry. The first paragraph will focus on brand awareness and brand equity. The final paragraph will explain how viral marketing can be applied in the dance music industry. 4.1 Brand awareness and brand equity in the dance music industry Brand equity includes awareness and image of a brand, which consequently could lead to a certain level of popularity and brand loyalty. Products and services with a strong brand are expected to comprise a higher quality. When an established artist with a strong brand releases a new song, consumers will expect high quality based on the experience that they have with that particular artist. As a consequence, consumers perceive less risk, and brand loyalty will be higher, which will make them less price sensitive. Furthermore, established, popular artists are able to charge more for their gigs (shows), because of their strong brand (Stalpers, 2011). Understanding how to reach high levels of brand equity by creating a strong brand is therefore important for artists to become successful. Especially in the dance music industry, brand awareness is important, because in general consumers will particularly listen to music from artists they know or recognize. Because of the enormous availability and supply of online dance music, consumers will filter music based on different aspects like genre or recognition. To create brand awareness, artists should understand brand practices to know how to position themselves in the market as a brand. The individual artist brand is important in order to successfully gain competitive advantage in the dance music industry, because established artists, like established brands, have name recognition, and have developed a certain image, and, furthermore, are associated with particular type of products (Levin et al, 1997). The presence of a recognized artist signals quality to the prospective consumer much as a trusted brand name implies quality in a product. 4.2 Viral marketing in the dance music industry As stated before, networking plays a large role in the dance music industry, especially compared to the general (mainstream) music industry. This is due to the fact that DJs in the dance music industry do not only play their own music, but also others work. A rock band, for example, only performs its own songs, but a DJ in the electronic dance music industry plays songs from several artists. They discover new music by sharing music with their colleagues and friends. Therefore networking and word-of-mouth is very important in this particular industry. As explained before, viral marketing occurs when consumers willingly become promoters of an artist and spread the words to their friends; they are driven to do so either through an explicit incentive (e.g., financial incentives, need to create network externalities) or simply out of a desire to share the product benefits with friends (e.g., fun, intriguing, valuable for others). Especially the last incentive (desire) would be an applicable incentive for consumers to share music. Also record labels can benefit from viral marketing, because they can guide artists to create a successful viral marketing campaign. The internet made it difficult for new artists to get adequate attention. These new artists can turn to record labels, which can assist them in getting attention through intense marketing efforts. Record labels can also facilitate the music creation and distribution process for these new artists (Crawford, 2001). Viral marketing is useful for artists because it is inexpensive and fast, as explained before. Welker (2002) confirms this statement: Obviously the call for cost reduction in marketing communication makes it necessary to consider viral strategies which are a new interpretation of the good old word-of-mouth-paradigm (Welker, 2002). The main goal for new artists is to create awareness. As concluded in paragraph 3.4; any publicity is good publicity to create awareness. Does this also apply to new, unknown artists in the dance music industry? According to the study by Berger et Al (2010), negative publicity should have differential effects on established versus unknown products. They found out that negative reviews hurt the sales of books, in this case, by well known authors, but it increased sales of books that had lower prior awareness. This confirms the statement that any publicity, whether positive or negative, increases or creates awareness. For a new artist it means that the main downside of viral marketing, namely control of the message, does not apply, because what and how the message will be spread is not important, the fact that it is spread is what counts. Chapter 5: Conclusion, discussion and recommendation This chapter will summarize the findings, discuss limitations and implications, and make recommendations for future research. The first paragraph will start with a short, but clear, answer on the problem statement, following by a more extensive conclusion. 5.1.1 Problem Statement The problem statement of this paper is formulated as follows: To what extent does