Media Studies Mass Media

hAbstract: This essay explores what the media, mass media and mass communication is. As well as a major focus on the hypodermic needle theory also known as the magic bullet theory on the reception analysis, the passive audience and the encoding and decoding model with reference to relevant theorists and statements and examples from Africa and other countries. In conclusion this essay states that the reception analysis and the hypodermic needle theory both are important and complex in understanding the media and the active and passive audience.The hypodermic needle theory and the reception analysis is a complicated theory in the media world. These two theories explore how the media affects its audiences, both active and passive. This essay will explore through relevant examples and ideas from theorists, the hypodermic needle theory and the reception analysis, what they are and what role it plays in the media world and how the media affects the passive audience. The media is â€Å"a d iverse collection of industries and practices, each with their methods of communication, specific business interests, constraints and audiences† (Briggs and Cobley, 2001 ;1).And mass media according to TheFreeDictionary is, â€Å"A means of public communication reaching a large audience. † The media is almost everywhere in societies today and people view or listen to so much types of media every single day. As a result the media that is taken in affects its viewers and listeners subconsciously and are not aware of the impact that the media has on them. Mass communication thus, is the â€Å"process of transforming a message created by a person in a group to large audiences or market through a transforming device which is the medium† (J. Baran, Introduction to Mass Communication).As Connell (1984 :88) says that it is common that media’s message is distorted and misunderstood by society. Thus it effects the society subconsciously buy the way they act. The aud ience plays a vital role in the media world, because if the audience did not exist neither would the media. (Hanes) The media sends out information to the audience and the audience is there to receive it. â€Å"Audiences are not blank sheets of paper on which media messages can be written; members of an audience will have prior attitudes and beliefs which will determine how effective media messages are. (Abercrombie 1996, 140). Hence, the message received by the audience and how they interpret that message will depend on the background of the audience members, such as their values and beliefs, their attitudes and their circumstances. Furthermore, there are two types of audiences that are seen to take in media, the active audience and the passive audience. The active audience interacts with the media given to them, and they have the knowledge to challenge the messages that the media gives to them.The uses and gratifications model that was first expressed in the United states in the 1940s (Moores 1993) believed that audiences were active and that they had a choice as to the texts they received, and that they were able to choose the one that would satisfy their needs. The passive audience, as seen by the hypodermic needle theory just accept all the information given to them. â€Å"Passive audience an audience that does not interact with the media and†¦ it has no control of the medias influence on them†¦ † (Unknown. www. aber. c. uk. ). The hypodermic needle theory assumes that â€Å"the audience is passive in receiving and interpretation of media texts. † (Hanes, 2000). The media is seen to directly affect the passive audience and that it will have the power to directly influence the audience, because the audiences just take in and accept what the media gives to them. Children are often seen as a passive audience because they do not fully understand what they are viewing, thus are affected subconsciously and often act out what they have s een on TV.Teenagers often try to copy their celebrity role models and lose sight of what is real and what is fantasy (Manali Oak) The hypodermic needle theory which was explored by the Frankfurt School also known as the magic bullet theory is a famous theory that states that the media is a needle or magic gun and that it â€Å"injects the message into the audiences mind and it causes changes in the audience’s behaviour†¦ towards the message. †(Unknown. poundedmonk. wordpress. com ). The audience is passive and as a result the message is injected into their mind without their knowledge.Harold Lasswell was a well known theorist of the hypodermic needle theory stated that â€Å"the new mass media could directly influence and sway public influence. † Meaning that when the audience (which is passive) views something on the television or hears something on the radio, it affects the audience directly and unconsciously, and could possibly change the way the audienc e views a certain subject. For example, in 1930 Orson Wells created a fake news bulletin about an alien invasion in an American city called Grover’s Mill.He broadcasted this message on a Radio Station program called â€Å"The War of the Worlds†, and it reached about twelve million American people. Due to this broadcast the whole country was in chaos. (Taken from :communicationtheory. org) Additionally the Hypodermic needle theory’s supporters believed that because the audience is passive in that they receive and accept the messages given to them by the media texts that, they put a great emphasis on the text itself and the power that it has on the audience.However because that information about the texts are so readily available and very easy to access, that the Hypodermic needle theory is generally disregarded by many other theorists when they consider the audiences response to the media . (Idea taken from: Phillip J Hanes) an example of this is when apartheid c ame into action in South Africa, the white government controlled the media and showed the black people as weak and inferior to the white people and that they are the dominant race and should be in charge.Most of the white viewers believed and accepted this information and as a result treated the black people like they are inferior to the white people, and thus some of the black people began to believe that they are inferior to the whites. (International Afro Mass Media) However the hypodermic needle theory â€Å"was not based on empirical findings†¦ rather it employed assumptions†¦ about human nature. † and that â€Å"People were assumed to be†¦ controlled by their biological instincts†¦ † (Lowerg and Delfleur, 1995 . p. 400).As a result the Hypodermic effects model is â€Å"considered to be an inadequate representation of the communication between media and the public, as it does not take into account the audience as individuals with their own bel iefs, opinions, ideas and attitudes. † (Unknown: www. aber. ac. uk). Hence the quote above shows the complications that were aroused by other theorists when it came to the hypodermic needle theory of how information was just accepted by the passive audience. In addition the reception analysis plays a major role in the media.The reception analysis is the way in which the audience receives, accepts and interprets the message given to them in the media (www. museum. tv. com). The way that an audience will receive and interpret a message in the media usually depends on their â€Å"socio-economic position, gender, ethnicity and so forth. † For example if four people from different people from different societies, watch the same programme, each of them will have a different view on what they have just watched, showing that the way they receive a message will be etermined by their own individuality. (Journal of Communication, 1990, vol,40, no1, p. 73) The theory on audience re ception has taken into account â€Å"the individual members of the audience. It realises there is a preferred meaning in the text, but also places emphasis on the audience in the process of constructing a meaning. † (Hanes: www. aber. ac. uk/media) meaning that the reception theory does not just look at the audience as whole, but as well as the individuals in an audience and how the medias messages affect the individuals.In South Africa, research has been done, that shows that they youth in South Africa is very influenced by the media received from North America. Teenagers watch reality shows and believe that in order to be popular and liked by their peers they have to look, act and be a certain way. Hence showing that the youth, depending on their demographic that they are in are heavily influenced and effected by the messages that they receive from the media. (M. Way: Journalism and Mass Communication). Hals encoding and decoding model draws up on Abercrombie’s (1996 ) â€Å"dominant text view and the dominant audience view. The dominant text view states that the text is more important because the audience is passive they will be influenced by the messages given by the media. Whereas the dominant audience view states that the audience is more important because it â€Å"is up audience to analyze and interpret the text. † (Hall; 1980). The advantage of the encoding and decoding model is that â€Å"it realises that the meaning made by the audience is affected by various other factors – including socio/economic frameworks and past experiences, but also involving the context in which the media message is consumed. † (Hanes: www. aber. ac. uk/media).This statement means that if one person watches television while being distracted by two children will receive a different from another person who is watching the same television programme but is concentrating on what they are watching. The reception analysis views on how the audience receives the message and how the audience interprets the messages received by the media. Thus we can see that because everyone has different ethnicity, gender, socio-economic backgrounds and political views, that they will view the messages that they receive completely differently to any other person, showing that there is individuality in audiences.For example, a Zulu woman who is a domestic worker who lives in a black township who watches ‘Carte Blanche’ will interpret the message differently to a white business man who lives in a mansion in Northcliff who watches the exact same thing. â€Å"Due to different backgrounds and experiences,  each person has  his or her  own way for decoding messages, and  people could even form different interpretations toward the same message† (stereotypebyinternet. wordpress. om) Furthermore, because there are so many types of media being given to us as the consumers of the media, we become numb to many of the informatio n given to us that we begin to just accept the information and messages. The messages that are in many of the television programs that are consumed that they begin to affect the viewers subconsciously, and the viewers will eventually act out and behave like the people on the programs that they watch and begin to think that everything that they view on the television is acceptable and that, that is how normal or even popular people should behave. The first effect of reality TV deals with†¦ teenagers. Already with self-esteem and acceptance issues, adolescent youth that frequently watch television shows that are advertise as being ‘reality', most likely will have the delusion that their appearance should mirror the people they see on the shows. Like with magazines and tabloids that historically have caused harmful†¦ trends in teenagers, such as anorexia and bulimia, reality TV foster facades that are readily accepted by our youth. † (D.Watkins, 2008) In conclusio n one can see that the media, mass media, mass communication play an important role and are important to the hypodermic needle theory, the reception analysis, and in the encoding and decoding model. This essay also shows how the audience, passive and active play an important role in the theories mentioned in this essay, and that media consumption is a very complex activity. Bibliography Abercrombie, Nicholas (1996): Television and Society. Cambridge: Polity Press Branston, G and Stafford, R. 1999). The Media Student’s Book. London: Routledge (pp. 410-420). Cruz, J. & Justin Lewis (1994): Viewing, Reading, Listening: Audiences and Cultural Reception. Boulder, CO: Westview Gillespie, M. (2005). Media Audiences. Maidenhead: Open University Press (pp. 26-50) Hanes, Philip J (April 2000) The Advantages and Limitations of a Focus on Audience in Media Studies. Retrieved April 29, 2012 from: http://www. aber. ac. uk/media/Students/pph9701. html Hart, Andrew (1991): Understanding the Media: A Practical Guide.London: Routledge Koufie-Amartey, I, (2010) Hypodermic Needle Theory. Retrieved April 29, 2012 from: http://amartey1. blogspot. com/2010/04/hypodermic-needle-theory. html Nightingale, Virginia (1996): Studying Audiences: The Shock of the Real. London: Routledge O'Sullivan, Tim, Brian Dutton ; Philip Rayner (1994): Studying the Media. London: Edward Arnold Seiter, Ellen et al. (Eds. ) (1989): Remote Control. London: Routledge Strelitz, L. (2002). Media consumption and identity formation: the case of the ‘homeland’ viewers.Media, Culture ; Society, 24(4), 459. Taylor, L and Willis, A. (1999). Media Studies. Texts, Institutions and Audiences. Oxford: Blackwell (pp. 168-183). Watkins, D. (2008): The effects of reality TV. Retrieved April 30, 2012 from http://www. helium. com/items/933893-the-effects-of-reality-tv Way, M. Strelitz, Larry. Mixed Reception: South African Youth and their Experience of Global Media. Retrieved April 26, 2012 from: http:// findarticles. com/p/articles/mi_7081/is_1_26/ai_n28420075

Emergent Literacy

Addressing Emergent Literacy Skills in English-Language Learners Children who are learning English as a second language and live in homes where languages other than English are spoken are known as English-language learners (ELLs). Therefore, it is imperative that preschool personnel be trained to support the emergent literacy skills that prepare preschoolers to enter kindergarten ready to learn to read (Garcia & Gonzalez, 2006). Emergent literacy skills are believed to develop during preschool years for most children, when they are in the process of becoming literate.The National Early Literacy Panel (2004) identified alphabet knowledge, phonological awareness, writing/writing name, oral language skills, and concepts about print in preschool children as predictors of later reading and writing success in elementary school children. To achieve success, ELLs must be in environments in which – †¢ The first language and literacy are not only valued, but enriched in a planned a nd systematic manner. †¢ Instruction in English as a second language (ESL) is targeted to the child's English-language developmental level while also being challenging. Teachers are knowledgeable about the normal processes of ESL development and literacy development in bilinguals. †¢ The program has a strong home-school connection that provides parent training and views parents as resources. Emergent Literacy Skills are organized into four domains: Print-Knowledge Print knowledge refers to a child's growing understanding of the relationship between the form and purpose of print (e. g. , Adams, 1990; Print knowledge has been associated with reading ability in English as a second language in ELLs (Klingner, Artiles, & Barletta, 2006).Exposure to different print in different languages helps the child connect writing to his or her native language and culture and also raises the awareness of the symbolic and arbitrary nature of written language. Phonological-Awareness Phonologi cal awareness is the understanding that oral language can be broken up into individual words, words into syllables, and syllables into individual sounds, or phonemes (Bradley & Bryant, 1983.ELLs with strong phonological awareness skills in English demonstrated a higher potential for reading achievement in later years (e. g. , Genesee, et al. , 2005). Writing Emergent Writing is considered a child’s first experience with writing. Children’s early experiences in experimenting with different forms of writing support later reading and writing success. Oral-Language Oral language provides the building blocks for literacy.Children who do not develop these core language skills lack some of the most fundamental skills essential for reading (Catts, Fey, Zhang, & Tomblin, 1999; They must develop these skills in a language they do not speak while still acquiring emergent literacy skills and oral language skills in their native language. Therefore, one of the most critical emergen t literacy skills for ELLs to develop is oral language in the native and second languages. Strong native language skills predict oral language, reading, and writing skills in the second language (e. g. , August, Carlo, Dressler, & Snow, 2005; Carlo et al. 2004). Strategies for Improvement Improving emergent literacy in preschool ELLs requires the use of planned instruction or activities that address the prerequisite skills in the two languages, develop strong oral language skills, and connect home with school. Inclusion of bilingual print awareness and writing activities in preschool also will allow ELLs to develop skills in both languages and to increase awareness of different writing systems. ELLs also need to build language proficiency in order to connect phonemic awareness, writing, and letter knowledge to language that they understand.Oral Language Skills To improve oral-language skills and facilitate emergent literacy skill development, ELLs need to build vocabulary, oral lang uage comprehension, and production. This context presents a problem for ELLs because they often do not continue to develop their native language unless those skills are stimulated in their home environment and used for instruction in school (Barnett, Yarosz, Thomas, Jung, & Blanco, 2007). ELLs entering preschool require language-rich environments that focus on overall language development.If the school focuses on English acquisition of colors and shapes, the child is missing critical development of literate language like stories and vocabulary in the native language and may not have strong foundations for second language acquisition. To build vocabulary skills, explicit and implicit instruction is necessary (Schwanenflugel et al. , 2004). Books build not only vocabulary but also text structure knowledge and background that prepare children for academic success. Dialogic reading can also be used to help ELLs build abstract language, especially in the native language, and to acquire t he second language.It is important to provide parents with training to help them understand the role of native language in overall academic, language, and literacy development, for cultural identity, and in English acquisition. Building language and emergent literacy in ELLs requires a planned and systematic approach to address the native and second languages and to provide parents with needed resources and support. Systematic and planned bilingual language and literacy instruction promotes growth in the two languages and does not impede or slow English-language acquisition.

Is Death Penalty Ever Justified

Is Death Penalty ever justified? Capital punishment otherwise, also know as death penalty is a legal process whereby a criminal gets executed as a form of punishment. In the past, Capital punishment had been practised by almost all the societies. However, currently due to the increase in awareness of humans’ rights an approximate of 97 countries had abolished this form of punishment. That being said, there are still 58 nations of which includes Singapore, are actively practising it. In my opinion, all human life is to be truly cherished.Who gave us the rights to deprive another man’s life just because he had committed an unlawful act from our perspective? Instead, offenders who truly want to turn over a new leaf should be given a second chance. Reformation, or rehabilitation is one way, but the succession of such methods lies between whether the offender is able to change or not. As it would be a daunting task to really gauge how penitent they are. Hence, rehabilitation cannot guarantee the safety of the rest of society from these uncivilized criminals, whereas capital punishment, being permanent, can.A death penalty can also be served as a strong deterrent against potential criminals. Humans are naturally afraid of death, and would rethink again before offending the law. Death penalty can also be seen, as a way to console the victim’s families, should the criminal committed an act of murder. However, one could also argue that even if justice is served, we can never bring back the dead to life. That being said, I think an alternative punishment could be that instead to just end a person’s life, we should make full use of it.Examples could be having them work for the society, clean the streets or even build roads. Cynically, people will argue that these programmes are even more dangerous, more labour intensive as strict supervision is needed to prevent any sabotage or outbreaks from the offenders. In material terms, for a country like Singapore with scarcity of land space, it would be impossible to simply jail the criminals as there would not be enough prisons. Thus such alternatives may not be quite feasible, however, I believe that in the future technology will help us solve these problems and ultimately exploit these wasted lives.The main reason why capital punishment is still valid today is because people still commit crimes that deserve such a sentence. As our civilization continues to advance exponentially, it does not automatically mean that people have become more disciplined as well. There will always be deviants in society, and punishment must be meted out to them to maintain law and order. On the bottom line, death penalty is justified, but it should be sparingly used. At the end of the day, we are all humans, and we should not deliberately end a person’s life that easily.

AN EXTENSIVE ANALYSIS OF BELOVED, BY TONI MORRISON Essay

AN EXTENSIVE ANALYSIS OF BELOVED, BY TONI MORRISON - Essay Example But before we can relegate the statement to this easy explanation, we must consider the answers to what is ‘it’ referring to; an answer that can change depending upon the way in which it is read. By understanding the general plot line of the story and the reasons why Morrison might have built this deliberately ambiguous statement into the novel, it becomes possible to understand how the various approaches might interpret the story differently in such a way that most of them reach the same final conclusion – that here is a story that absolutely must be told. The story follows the fictional character Sethe, who lives in a small â€Å"gray and white house on Bluestone Road† (Morrison, 1988, p. 1) with her daughter Denver. Throughout the story, we learn these two women have not always lived alone, nor will they remain alone as the story progresses. As the story opens, we learn that Sethe and Denver once lived with Sethe’s two sons, Howard and Bugler, who have both run away as a result of strange, ghostly activities happening at the house. They also once lived with Baby Suggs, Sethe’s mother-in-law and the woman who taught Sethe how to live again after escaping slavery. Very quickly, we are also introduced to Paul D, who was one of the men Sethe had worked with on Sweet Home, the Kentucky plantation where she, her husband and several others had been cruelly treated as slaves. Upon her escape from slavery, an event that happened many years prior to the opening of the story, Sethe murdered her youngest child, a girl, as p art of a desperate attempt to keep her precious daughter from experiencing the type of degradation and abuse Sethe experienced at the hands of Schoolteacher. It is this child who returns to haunt her mother and family in later years, manifesting itself in the bodily form of Beloved, who feeds off of this desperation to eventually bring about a final resolution. It is through

Privacy and Internet Policy Essay Example | Topics and Well Written Essays - 1250 words - 1

Privacy and Internet Policy - Essay Example This paper addresses how identity theft can be dealt with both on the internet and prohibiting of unauthorized access from outsiders. Protection from identity theft (especially from Internet activities and unauthorized access) Identity deft on the internet occurs in situations where individuals who are not authorized get access to a person’s online account, gets access and carry out activities that are lawful or unlawful. Majority of people who join the internet faces the challenge of identity theft so one has to take all the necessary measure of ensuring that their information is protected (Krishnamurthy and Wills 2009). However, a lot of people do not know how protect their personal information and they end suffering the consequences of not protecting their personal information. Protection of identity theft over the internet In instances where the composer of the email is not known to you, do not bother to have a look at such an email that seem doubtful to you. It is advisab le to only check authentic emails which come from banks, financial firms or your creditors. You should never base on fake emails to update your security information. Doing so, would compromise your security. Currently, there are so many people who are out to con other or sent virus and therefore the best way of avoiding them is to delete the messages they send. Effective firewall is required in order to protect your personal computer from attackers. This ensures that the threats on your personal computers from spywares, hackers and Trojans are minimized. It is further stated by Krishnamurthy and Wills (2009) that the use a Verification Engine assists you in identifying safe websites that you browse at any given time. The information that concern your personal recognition and account numbers should never be stored on a hard disk that can be accessed on the internet. This is because a hard disk that is connected to the internet has a great risk of being reached by interested thieves. It is strongly recommended not to save private information on hard disk even in circumstances of having very strong firewall software being installed. Also there should be credit check run on yourself or your family for at least once in every year to insure that the all records are always in their right format (Moore, 2005). Personal information or PIN numbers should never be given out when an email is received from internet service Providers (ISP) or credit companies requesting for the release of such confidential information. In many instances, identity thieves who pretend to be credit card companies or ISPs normally send emails requesting for personal information that has been updated. As Gina (2011) points out, void posting of information that is private about yourself or that which relates to your family members on the personal web site that can easily be used by a thief. They use this information to come up with fraudulent identity. This implies that one has to be conscious wh en posting personal information. Security Socket Layer (SSL) it is a technology that enables users to set up sessions with internet sites that are secure. This implies that they are exposed to minimal violation of external attackers.

British Constitution Essay Example | Topics and Well Written Essays - 1000 words - 2

British Constitution - Essay Example The Blacks Law Dictionary is particularly elaborate giving the specifics of a constitution. According to the Blacks Law Dictionary, definition of constitution the British constitution applies to this definition to some smaller extent. Most nations have written constitutions, such as constitutions of most modern democracies. The constitution of Britain, by contrast, is unwritten or uncodified. Its traditions are informal and based on several different laws. Unlike other democracies, Britain has no official document that explains the governance of the nation. The lack of a written document links to the British history. Britain never experienced a revolution like other countries, and never had any regime change. Because of this, their constitution continued to evolve for such a long time and this combined with the relative stability of Britain, development of a constitution never occurred. Experts pertaining to constitution usually refer to several laws, treaties and conventions, which they compile to make up a constitution. The several compilations that make up a constitutio n include Acts of Parliament, Treaties, conventions, Royal prerogative, works of authority, European Union law and the Common law. Their constitution is by standards less democratic, not intelligible and not accountable enough to govern a country in the modern democratic world (KING, 2009). Unlike constitutions of most democracies that dictate distribution of power to various organs, in Britain such power resides in the arms of the crown. Power that is unlimited and unaccountable derives from the crown where the queen exercises some of it and most of it by the government. The queen exercises four constitutional powers. These are only limited to her, and nobody can exercise them on behalf of her. They include the power to chose and appoint the countries prime minister, the power to dissolve a sitting parliament, dismissal of government and the power to withhold royal assent to legislation

Create a Short story Essay Example | Topics and Well Written Essays - 500 words

Create a Short story - Essay Example Sure, he had enough things to feel proud, but they failed to meet Jacks great life expectations. Tony, his neighbor and secret enemy, was an epitome of success. Tony was everything Jack wanted to be. He was tall, well-dressed, successful, self-confident and humorous person who had all doors open for him. They worked at the same organization where Jack had the opportunity to observe how Tony climbed his career ladder. Jack remained an ordinary clerk when Tony was promoted again and again. Tony was loved, celebrated and appreciated when Jack was forgotten. Daily routine swallowed Jack and his thoughts. There were papers to be sighed and reports to be made up. There were piles of paper on his desk and a dozen of unread emails. Jacks depression was getting worse and worse with every thought which popped up in Jacks head. The invisible fight between Tony and Jack was over and Jack had to grasp his knockout. The day was over and Jack had to go home. When the doors of the elevator closed, he found himself standing in front of Tony with no other people around. The tension was increasing with every second. Jack could hardly control his despair and anger; he wanted to stop this humiliation of being so close to the person whom he hated most in his life. â€Å"You have everything I want to have in my life. When I look at your loving and beautiful wife and marvelous two kids, I understand that my life is completely empty. You might be the happiest person in the world. Sorry if I bother you.† The doors opened and Tony rushed to his car leaving puzzled Jack behind his back. He did not look at Jack and left the office building quickly. The situation was totally absurd, and Jack struggled to understand what had just happened. His role model and his greatest enemy turned into a secret admirer of Jacks humble family

Financial advisor as a career choice Essay Example | Topics and Well Written Essays - 1750 words

Financial advisor as a career choice - Essay Example An illustration: an insurance agent is qualified to sell variable annuities and life insurance. Their compensation is in terms of commission, fees or both (DE GOEY, 2003, p. 65). A financial advisor has the following duties: they should be independent of influence from outside so as to make reasonable investment recommendations, their selection of brokers should be based on the ability of proper execution of their responsibilities, make inquiry of client’s objectives of investment, financial and other factors before any recommendations are drawn, and always let the client’s interest have the upper hand. As a financial advisor there necessary skills and qualities required. The skills are grouped into two, financial and non-financial skills. The non-financial skills needed are: Relationship-management skills This is a people skill required to excel in the career of a financial advisor. A financial advisor is required to listen, ask the right questions, counsel clients, ed ucate clients, resolve conflicts, and understanding the different personalities. They should be knowledgeable in psychology and finance as well, though research has it that â€Å"15% technical knowledge and 85 % psychology. Clients mostly approach a financial advisor in case they are spending a lot, saving nothing or even saving everything. Therefore they need a financial advisor who is not biased thus will attend to their needs and will assist them in making their decisions on finances. I have acquired the life skill which is essential in the profession of a financial advisor. The life skill I have acquired has been of help since I interact with my fellow colleagues and I am able to solve issues amongst us. Therefore becoming a financial advisor will not be challenging as I will be in a position to relate with my co-workers, boss, and the people outside the firm. This could result to a recommendation of a client to me and it could warrant a promotion. According to chapter 8 of Fit zsimmons and Fitzsimmons for any improvement in performance there should be suitable management skills. Personal skills; I am competent enough to manage equally I have been a leader. The relations that I have created in college are evidence that in a job market I can create a good relationship with my co-workers, bosses, and people around me. At times the advisor goes to the extent of making less money so as to create good relationship hence develop a long-term relationship of trust. Leverage comes about after offering quality services and in return they get referrals of other clients and the satisfied clients are willing to offer more for consultancy. With trust the client follows the guidelines of the advisor. The interests of the client should be placed above your own (KANDAMPULLY, 2012, p. 68). Communication skills. They should be articulate, good in writing and presentation skills to assist a client With the appropriate communication skills it is possible to explain to the cust omer the available investment opportunities. A financial advisor should be ready to be involved in a one-on-one discussion with a client since that is the main role. Ability to take and relate complex investment ideas and strategies to their clients in a manner that is effective and simple. Professional competence and no arrogance should be reflected in their communication. Empathy coupled with confidence have created a communication style that is powerful. The module has improved my communication and listening skills in a great way. Personally: I have learnt to be confident with what I say. I have learnt to relate

Why people should see or read A Raisin in the Sun by Lorraine Essay

Why people should see or read A Raisin in the Sun by Lorraine Hansberry - Essay Example It can help them in identifying how they should develop their artistic and literary pieces. Media students need to realize that they can only sell their creative pieces if their creative pieces contain something or some elements with which their audience can connect. The way a creative individual allows his/her piece of creativity to connect with the audience is something that can be learned from the play. The play is about the dreams and the issues of the majority members of the society who either belong to the lower income or middle income earning families. Due to this the dreams that have been depicted in the book are quite related to the dreams that every common man experiences in their daily lives. The depiction of these dreams allows the audience to relate themselves with the characters of the play. Similarly, when students of media are creating their creative pieces they should ensure that their audience connects with the content and the characters of their creative pieces and that is only the way how audience attention can be

Keurig Assignment Example | Topics and Well Written Essays - 500 words

Keurig - Assignment Example Keurig’s profit compared to its competitors has registered a steady increase over the years and as it continues expanding its market, net sales are expected to grow more than 40% in the near future. Green mountain coffee has been recognized as a leader in the coffee industry because of its innovative brewing technology, award-winning coffees, and socially responsible business practices. Kent believes that coffee should be served fresh, like gourmet coffee, despite an individual’s location. This has steered for Keurig to provide coffee lovers with the perfect solution. The brand has combined its unique packs together with its modern technology to consistently deliver perfect cups to clients (Seong-Jong 503).This has made Keurig the leading single cup-brewing brand in North America and this brand has continued to provide its customers with the perfect cup on a daily basis. Keurig has adopted Green Mountains policy of doing business in a way that balances the economic goals with environmental and social impacts on the local and international communities. Its competitors have not adopted such a business model, but only focused on economic goals. Keurig has ensured that it updates its technology to keep pace with its primary and secondary competitors. This gives it an upper hand in devising new products that can able to meet the consumer’s current demands. This also ensures that Keurig keeps pace with modern changes and customized demands. Since Keurig is the leading single-cup brewer, it has the advantage of dictating the market trends because it has already acquired a sizeable portion of the market (Seong-Jong 496).This ensures the brand can manage the market situation as well as its production process with much ease compared to its competitors. Keurig has a strong customer loyalty because of high consumer satisfaction,

African American Women Article Example | Topics and Well Written Essays - 1250 words

African American Women - Article Example Irrespective of their race, religion & class women were not seen as women in the society in the beginning of this century. The woman, often conceived and the childbirth have become dangerous. There was no birth control system in yester-years. The abortion was treated as an unlawful thing. During this century, the life styles of women have changed vastly. The activities of women have brought an important role in transformation of women. Many workingwomen have reached pinnacles in their selective fields. They have become champions in the fields of educational institutions, science and technology. Now the women are more economically stronger and independent than a century ago. The women are not involved in union activities.Now the black women in USA can exercise their franchise not like in olden days. Now the women are well educated and participated in national politics. The African American women were first employed in jobs during the currency of First World War. After the First World War, the services rendered by the woman were forgotten, as they did not enter into domestic service. The start of industries gave some opportunities to women to get good jobs with good returns. The involvement of women in second world war and the role played by them brought changes in awareness and consciousness within the women and the in the society too. The politicians thought of safeguarding the interests of women at their respective work place. The women desired to stick to their jobs by showing their individuality but some women wanted to come back to their domestic service. The work force of woman has largely increased in the year 1940 when compared to the work force of women in the year1939. After Second World War the need of education in higher education and technology has been increased for women after 1960, the entire world wanted to bring a change in inequality irrespective of their class, race and religion.The history of the African American women is the product of time of century old women. It is the growth of the African American women for the last 25 years, which focused on their memories, testimonies and pointing out women's experience. After events of revolution in 1968, the socialist feminism is possible once again the world, liberation of women in capitalism. At the end of 1960, the emergence of feminist framework and civil rights movement could be seen. In 1980s Thatcher and Reagan have elaborated the same. In both the countries of USA and Britain have contrasts of class, race, ethnicity, along with region, age and disability. The books did not carry a definite socialist analysis of the history of women in 20th centuries. The working class woman has not transformed the liberation of women forward. In 20th century, the women have achieved, in many nations, the right to vote, increased their changes in educational and job opportunities. Women used to feel wifehood and motherhood were most important events in their career. History shows that women is creative source of human life, women are always treated as inferior to men, since olden days. The attitude towards women was favorable in the east. In USA, the women were felt weaker than men as they couldn't do hard work which requires muscle power. In women, the Americans found lack of intellectual development. The women were allowed to attend domestic works such as caring of children, cooking cleaning of house and washing clothes. It was felt that women's main role in the society was to give birth to children. In the present scenario, because of major publicity to follow contraceptive methods

Starbucks in China Essay Example for Free

Starbucks in China Essay Why did Starbucks fail in the Forbidden City? Zane lee (Ziang Li) ESLI PMP Why did Starbucks fail in the Forbidden City? Introduction Nowadays, economic globalization is becoming an irreversible tendency; therefore, different multinational corporations always want to extend their branches to other countries, especially for the food companies, such as, McDonald’s, Starbucks, and Burger King. In recent years, the world has also witnessed that China’s economy has developed to a higher level since China has reformed and opened for more than 30 years. According to Lardy, in the middle of 1990s, China had become one of the largest world’s trading nations (Lardy, 1995, p.1). Now, Chinese customers have more desire and abilities to enjoy western food. Therefore, many multinational food corporations, such as, Starbucks, KFC, and Krispy Kreme, want to enter in Chinese market, and these companies treat China as an emerging market because of the development of Chinese economy and consumption ability. However, China has thousands years of history, and its market situation is complicated. It is hard for western companies to be adapted to the situation. Now, some western food companies, to some extent, have achieved success in China, such as, Starbucks, KFC, and McDonald’s. There were also many companies, such as Dunkin, Krispy Kreme, and Burger King failed in China (Rein, 2012). Starbucks is one of the few that has successfully entered the Chinese market, but it is still facing many challenges, and it also failed in the most traditional areas in China, such as in the Forbidden City. In the past ten years, Starbucks has achieved much success in general business areas in China. Starbucks is an international coffee retailers which was founded in the early of 1970s in Seattle, U.S. It sells both a variety of coffee and other related beverages all over the world (Marketline, 2012, pp.3-4). Starbucks entered in Chinese market in 1999 (Wang, 2012, para.3). As the Trefils team (2012) shows that with the development of Starbucks, â€Å"Starbucks has successfully opened more than 570 stores in 48 cities since it first entered China twelve years ago. Building on this momentum, it plans to open 1500 stores by 2015† (Trefils team, 2012). To achieve the succe ss,  Starbucks’ marketing strategies have exerted a big influence in this process. According to Rein (2012), Starbucks introduced â€Å"coffee experience shop† to give customers an opportunity to experience Starbucks’ culture, and Starbucks developed some tea-flavor coffee to be adapted to Chinese flavor. Moreover, Starbucks chose wonderful shop location to promote its brand image and avoided using advertising or promotions to make direct conflicts with the Chinese tea culture. Furthermore, Starbucks also collaborates with local companies to spread Starbucks’ business and to reduce Starbucks’ cost (Rein, 2012). Through taking these strategies, Starbucks, to some degree, has overcame the challenges from both the traditional culture and the local competitors, such as U.B.C and Dio Coffee. However, Starbucks still failed in the Forbidden City. According to Netzley, Digantral, Wong, Tan, Hee (2011), at the Yale CEO Leadership Summit (2006), China Central Television’s news compere Chenggang Rui asked Jim that â€Å"Do you have plans to open stores in the Taj Mahai, Versailles, or Buckingham Palace?†. Half year later, Rui posted a blog in Sina blog to against Starbucks’ existence in the Forbidden City, and he thought that Starbucks existed in the Forbidde n City was a kind of erosion for Chinese culture. Even though in 2007, the internet was an infancy in China, it was growing fast. There were tens of thousands of people following Rui’s blog at that time. â€Å"In January 2007, Rui, an experienced media personality from CCTV turned this communication channel on Starbucks. The effort to remove the iconic western brand from the centre of the Forbidden City quickly became global news† (Netzleym, Digantral, Wong, 2006). Several months later, Starbucks closed the coffeehouse in the Forbidden City. By analysing Starbucks’ failure in the Forbidden City, this paper will help Starbucks to know how to control the risks, such as entering in some special areas in China, in the future and help other international companies to understand the Chinese culture. In recent years, Scholars have analysed how Starbucks can achieve success in the general areas in China. For example, Starbucks has two main business strategies: License and Joint Venture (Harrison, Chang, Gauthier, Joerchel, Nevarez, Wang, 2005, p.281), and Starbucks also uses HR strategy, which is offering good salary for staff, to maintain the quality workforce (Zhang, 2009, p.18). Scholars also have discussed some culture factors on cross-culture brand extension. For instance, â€Å"consumer s in several East Asian countries have higher levels  of self-construal. Therefore, the likelihood of brand extension success is expected to be higher in respect of these group† (Henseler, Horvà ¡th, Sarstedt, Zimmermann, 2010, p.8). Even though Starbucks’ marketing strategies made it success in general business areas in China, this does not mean that there is no potential risks for Starbucks in China. Starbucks is still facing challenges in the most traditional areas, such as in the Forbidden City, because the Forbidden City’s imperial culture excludes foreign culture, Chinese people’s nationalism could not accept Starbucks’ existence in the Forbidden City, and Starbucks’ fashion culture contradicts to the Forbidden City’s classic culture. This paper will discuss Starbucks’ failure in the Forbidden City from these three parts. The serious culture shock in the Forbidden City One of the most important reasons why Starbucks failed in the Forbidden City was Starbucks and the Forbidden City had different cultures, and they were different symbolisms. China has five thousand years history, and its traditional culture was handed down by each generation. Nowadays, Chinese traditional culture has exerted a big influence on modern business, especially on multinational companies which have set up business in China but have different cultures with Chinese. If multinational companies want to run their business to be more successful in China, it is necessary for them to understand Chinese traditional culture, especially for the company, like Starbucks, which want to set up its business in the most traditional areas in China. Starbucks’ symbol of western country could not combined with the Forbidden City’s imperial culture The Forbidden City is the symbolism of the imperial culture (Han Zhang, 2009, p.397). According to China. Org (2005), the Forbidden C ity (Imperial Palace) is setting in the center of Beijing, and it is the largest and most complete imperial palace and ancient building group in China. The buildings of Forbidden City was started to be built in 1406 and was finished in 1420. Since Ming dynasty, there had been twenty-four emperors lived and ruled China in this palace (China.org, 2005, para. 1). In the Forbidden City, yellow is the primary, and almost all roofs of buildings were decorated with yellow glazed tiles. During Ming and Qing dynasty, yellow was the color that only emperors could use. This kind of color â€Å"represents the emperor, the central figure of China, and also  represents land, the root and origin of all earthly creatures† (Han Zhang, 2009, p.397). Moreover, in ancient China, besides servants, only the people who had direct relationship with emperor could live in the Forbidden City. Therefore, the Forbidden City can be the symbol of the imperial culture. Starbucks is the symbolism of western culture. Starbucks is American company. Now, drinking coffee in Starbucks coffeehouse has become a normal living style for many American people. Moreover, Starbucks’ branches have spread to all over the world. On the one hand, according to Curtin and Gaither (2009), â€Å"In the eyes of many Chinese people, the image of Starbucks is encoded with a meaning that might convey, like many other western fast food brands which introduced from U.S., ‘America, western value’ in China† (Curtin Gaither, 2007, p.85). On the other hand, in or der to entering in Chinese market, Starbucks has developed its coffee flavours to be adapted to Chinese taste, and Starbucks also sells tea and moon cakes which are the traditional Chinese food in its coffee house (Rein, 2012). These product, to some degree, can implicate traditional culture. The supreme imperial culture of the Forbidden City excludes Starbucks’ culture. The imperial culture is a traditional Chinese culture, and it has thousands years of history. In the ancient time, normal people could not use the stuff that emperor used and also could not enjoy the food that emperor enjoyed, which means that the imperial power was supreme and had the feature of exclusiveness. According to Chiu and Cheng (2007), when Starbucks opened its coffeehouse in the Forbidden City, these traditional Chinese food were also sold in Starbucks Forbidden City Shop, and on the surface of its products, Starbucks still used its English logo (Chiu Cheng, 2007, pp.85-86). As Bzelova shows that moon cakes, which have thousands years of history, are treated as the symbol of family reunion and the round harvest moon. Initially, moon cake was invented by soldier. In Ming dynasty, the mood cake was introduced into the Forbidden City and became a kind of specialized food for emperor at one time (Bzelova, 2013). Another fact is moon cakes are usually yellow. As above mention ed, in the ancient time, only emperor could use the color â€Å"Yellow†. However, Starbucks sold the moon cakes with English logo, it was a kind of contradiction to the traditional Chinese culture. Moreover, the English logo which was painted on the yellow moon cake was a kind of contradiction to the imperial culture. Even though emperor was disappeared  for almost one hundred year and the Forbidden City had also become a tourist attraction, the imperial culture still exist in the Forbidden City, which can be revealed from the Forbidden City’s main color—â€Å"Yellow†. Therefore, selling these products by a foreign company could emerge conflicts to the Forbidden City’s imperial culture, and the imperial culture of the Forbidden City, to some degree, prevented Starbucks to run its business in the Forbidden City. Chinese nationalism could not accept Starbucks in the Forbidden City Chinese people’s nationalism could not accept Starbucks’ existence in the Forbidden City. As Miscevic (2010) defines that â€Å"nationalism† is usually used to describe two phenomena: â€Å"(1) the attitude that the members of a nation have when they care about their national identity, and (2) the actions that the members of a nation take when seeking to achieve (or susta in) self-determination† (Miscevic, 2010, p.1). Chinese people’s nationalism has hundreds years of history. In 1840, the first opium war happened in China, and Britain invaded in China by selling opium. For western countries, such as British, Spain, and France, after the first industrial revolution, their industries and economy were developed fast, and their domestic demands could not meet the requirements of their economic development; therefore, many of these countries wanted to invade to other countries to make profits, and China became one of the most important targets for western invaders. After the first opium war, China paid millions of silver for British and France and ceded territory to British. In the following one hundred year, Chinese people had experienced a series of invasions from western countries. Chinese people’s nationalism was set up during these disasters. According to He (2007), even though China is becoming more and more open, and people’s living condition is becoming more and more fortu nate, Chinese people still cannot accept that western culture exceedingly combined with Chinese culture (p.6). As above mentioned that Starbucks can be treated as a symbol of America. Even though in the history, China and America did not have direct conflict, U.S. is still usually treated as the representation of western power because America is one of the biggest and the most powerful country in the world (Cheng, 2012). However, Chinese people usually treat the Forbidden City as the most tradition area, and â€Å"[t]he presence of any foreign brands or products in this place may imply invasion of western culture assisted by western corporate power† (Hang Zhang. 2009, p.398). As these areas were destroyed by western invaders during the war; therefore, it is hard for Chinese people to accept western companies, such as Starbucks, which have strong culture to run its business in the Forbidden City. Starbucks’ fashion contradicts to the Forbidden City’s classic culture The Forbidden City is the symbolism of Chinese classic culture. This symbolism can be experienced from the Forbidden City’s design. According to Han Zhang (2009), â€Å"[t]he design of the Forbidden City, from its overall layout, as laid down in the Classic of Rites (Li ji), to the smallest detail of decoration, has symbolic meaning with underlying philosophical and religious principles† (Han Zhang, 2009, p.397). From Han Zhang’s analysis, we can find that the design of the Forbidden City’s buildings contains profound Chinese culture. As Wang (2010) indicates that â€Å"[t]he calligraphy tablets hung over each main gate and building, although often neglected by visitors, actually are special embodiments of traditional Chinese concepts either well known or maybe unexpected by their readers† (Wang, 2010, p.11). Taking the Confucianism â€Å"Harmony† for example, there are three great front halls in the Forbidden City, their names are â€Å"Hall of Supreme Harmony†, â€Å"Hall of Central Harmonyâ € , and â€Å"Hall of Preserving Harmony†, respectively. In ancient time, the emperor usually believed that he was the son of Heaven. â€Å"His highest goal was established to achieve harmony among Heaven, the Earth and the human being. Thus, harmony was repeatedly emphasized on the tablets to idealize the effectiveness of the court† (Wang, 2010, p.12). This is the one of the traditional cultures that can be found in the Forbidden City. The Forbidden City’s buildings also represent the theory of â€Å"syncretism between heaven and man† and the theory of â€Å"self-discipline and social commitment† (Zi, 1987, p.448). Therefore, the Forbidden City implies many great and profound Chinese classic culture. Starbuck is the symbol of fashion. From the surface of Starbucks, we can find that the meaning of Starbucks is represented by the green logo, â€Å"the fine coffee drinks, music, cozy in-store setting and free Wi-Fi† (Puel, Pons, Jin, 2007, p.2). According to Han and Zhang (2009), Starbucks is making itself to be a widely known brand in China. â€Å"Particularly, Starbucks is targeting affluent Chinese customers as well as the growing middle class, making itself ubiquitous in chic shopping malls†¦. Drinking Starbucks coffee has gradually become fashionable† (Han Zhang, 2009, p.397). Therefore, Starbucks’ fashion culture has deeply rooted in the heart of Chinese customers. Starbucks’ fashion culture contradicts to the Forbidden City’s classic culture. As Cha (2003) indicates that Chinese classic culture is dominated by the Confucianism, and in the Confucianism, â€Å"self-cultivation† is an important thought which means people should keep their bodies to be healthy and through self-reflection to improve their minds to reach an optimal state (Cha, 2003, pp.170-171). From the definition of â€Å"self-cultivation†, we can recognise that Chinese classic culture advocates the importance of having a peaceful living style, the importance of implementing self-discipline, and the importance of keeping on the rails. However, as Harrison (2005) shows that Starbucks’ fashion culture advocates the importance of freedom and the importance of materials (p.281). Therefore, Starbucks’ fashion culture could not combined with Starbucks’ classic culture. Objections Except the cultural factors, media influence is also a cause for Starbucks’ failure in the Forbidden City. In recent years, China’s internet media is developing so fast and is becoming more and more powerful on affecting business. According to Chiu, Lin, and Sliverman (2013), the most popular websites, such as Sina, Tencent, and Netease, are important media for companies to engage in the increasingly affluent online audience, and companies can also use â€Å"social media as a vital source of information for brand and product decisions. China’s social media landscape is a complex environment at huge scale† (Chiu, Lin, Sliverman, 2013, para.3). As above mentioned that Chenggang Rui posted a blog on Sina to against Starbucks. According to Han and Zhang (2009), â€Å"[s]ince September 2006, Sina launched a blogsphere, informally called ‘celebrity blogs (mingren boke),’ where most bloggers are well-known public figures such as performers, artists and writers. Using a ranking system, Sina promotes certain celebrities’ blogs and downplay others† (Han Zhang, 2009, p.397). After Rui posted his blog, his arguments were spread to many places quickly because of the tremendous internet users. â€Å"Without using Sina as platform, Rui’s voice would not have been so well received† (Han Zhang, 2009,  p.397). Therefore, the internet media, to some extent, made influence on Starbucks’ failure in the Forbidden City; however, the cultural problems is still the main cause for Starbucks’ failure because internet media is only a kind of medium for opponents to advocates the cultural problems. Conclusion This article shows the problems that Starbucks had experienced in the Forbidden City and analyses the reasons why Starbucks failed in the Forbidden City. With above mentioned analysis, we can draw a conclusion that Starbucks failed in the Forbidden City because of the serious Chinese culture shock. Even though Starbucks has achieved success in the general business areas in China, it still cannot thoroughly cope with the problem of culture shock in the most traditional areas in China, such as in the Forbidden City. The case that Starbucks failed in the Forbidden City is a good example not only for Starbucks itself but also for other multinational corporations in China to understand how serious the Chinese culture shock is, and Starbucks can also learn from this case to avoid making the same inappropriate decision in the future. References Bezlova, A. (2013). China’s traditional moon cake now a status symbol. Retrieved from http://www.culturebriefings.com/articles/chinmnck.html Cheng, D. (2012). The complicated history of U.S. Relations with China. Retrieved from http://www.heritage.org/research/reports/2012/10/the-complicated-history-of-us-relations-with-china Cha, S. H. (2003). Modern Chinese Confucianism: The contemporary neo-Confucian movement and its cultural significance. Social compass, 50(4), 481-491. Chiu, C. Y., Cheng, S. Y. (2007). Toward a social psychology of culture and globalization: Some social cognitive consequences of activating two cultures simultaneously. Social and Personality Psychology Compass, 1(1), 84-100. Curtin, P. A., Gaither, T. K. (2007). International public relations: Negotiating culture, identity and power. Thousand Oaks, CA: Sage. Chiu, C. Lin, D., Sliverman, A. 2013. High influence: China’s social media boom. Retrieved from http://cmsoforum.mckinsey.com/article/high-i nfluence-chinas-social-media-boom

Consumer Protection Act Case Study

Consumer Protection Act Case Study This case study concerns the liability of a manufacturer of a product for harm which is suffered by the â€Å"ultimate consumer† of that product. It is important to consider the remedies that would be available in contract and under the doctrine of tortuous liability for defective goods. There is privity of contract in the relationship between Pamela and Cooks Stores and, therefore, in contract a remedy would be available to Pamela only. To invoke such a remedy under contract, Pamela should be able to rely on the terms implied into the contract by the Sale of Goods Act 1979, such as provided under s. 14 (2B) by which goods are not of satisfactory quality if they are unsatisfactory in terms of safety and durability, according to the standards of a reasonable person. The SGA provides recourse to a seller and, therefore, this act should enable Pamela to reclaim the  £175 purchase price of the food processor from Cooks Stores. According to the â€Å"narrow rule† in Donoghue v Stevenson a manufacturer owes a duty to the customer to take reasonable care when he sells goods in the form in which he intends them to reach the ultimate consumer with no reasonable possibility of intermediate examination. This rule is a variety of negligence and creates a regime of fault-based liability on the part of manufacturers, which will include retailers, such as Cooks Stores, alongside Price (UK) Ltd. Both Pamela and Rose are potential claimants since here they are both â€Å"ultimate consumers† and the rule covers those who receive goods as presents and bystanders. To bring an action in tort Rose, as the claimant, would have to show the existence of a duty of care, breach and causation. Rose might have a cause of action against Price (UK) Ltd as manufacturer, if she can show that there has been a failure in the production process, for instance. The doctrine of res ipsa loquitur may be useful here, as developed in Scott v London and St Katherine Docks Co., which, it has been argued, creates a rebuttable presumption of negligence on the part of the defendant. Following Erle CJ Rose would have to show that the accident was of the kind that does not normally occur in the absence of a want of care, that the defendant had exclusive control over the thing which caused harm and that the defendant cannot offer any plausible alternative explanation of what caused the accident. Although these would be evidential questions, they might help Rose to determine whether or not Price (UK) Ltd has breached its duty of care, which is important since experts are unable to identify the precise reason for the incident. It is important to consider the possibility of intermediate examination and whether Rose was using the food processor properly. While it is stated that Rose followed the operating instructions carefully, it should be noted that Pamela has used it previously – if not frequently – without difficulty. This leaves open the possibility that consumer misuse is at the root of the problem. Further, the manufacturer might be exonerated if another person can reasonably be expected to inspect their product. From the facts as presented it is unclear whether the food processor could reasonably be subject to an intermediate investigation, as was argued unsuccessfully by the defendant in Grant v Australian Knitting Mills. If this reasonable expectation arises the tester could be regarded as the cause of the harm, and therefore, Cooks Stores might be found to have contributed to the negligence of Price (UK) Ltd. It is, however, unclear whether a retailer can reasonably be expected to test every appliance that it sells. This defence would be unlikely to allow Price (UK) Ltd. to deflect all the blame on to Cooks Stores. The burden of proving the causal link between any breach of duty by Price (UK) Ltd and/or Cooks Stores and the harm suffered by Rose rests with Rose herself, as confirmed in Foster v Biosil. Should she fail to satisfy the burden of proof in this respect, her action will fail. Should Rose be successful, following Aswan Engineering she would be able to recover â€Å"non-integral† damage caused by the defect in the food processor, such as the vase. She would also have a claim for loss of amenity in respect of the personal injury to her hands and face, with a quantum to be evaluated. The regime introduced by the Part I of the Consumer Protection Act (CPA) 1987 would provide Rose with an alternative, since it purports to create a system of strict liability in respect of defective products that cause physical harm to a person or property. The CPA 1987 makes a producer, i.e. Price (UK) Ltd., responsible for the defectiveness of their product, however, according to CPA 1987 s. 3(1) regard may be had to any warnings which had been provided. The status of any such warning remains unclear. The CPA 1987 s. 3(2) allows a court to consider how a product might reasonably be used. It remains to be seen whether Rose was using the food processor for the correct purpose, even if she was attempting to follow the instructions. It is clear from CPA 1987 s. 6(4) that the defence of contributory negligence will apply to a defective product and any damages awarded to Rose may be reduced dependent on her blameworthiness. The CPA can be invoked against anyone involved within the chain of manufacture and distribution and liability is joint and several, so Rose would be best advised to sue whoever has the greatest financial resources. Cooks Stores, as a supplier, is however only liable to name their supplier and, accordingly, Price (UK) Ltd. will be Rose’s target for any damages. The CPA covers personal injury, but no damage to property under  £275 and, therefore, under the guise of this act, Rose would be unable to claim for the damage to her vase and would be advised to rely on tort.

ATR-FTIR Analysis for Oil Type Identification

ATR-FTIR Analysis for Oil Type Identification Abstract Attenuated Total Reflectance-Fourier Transform Infrared Spectroscopy (ATR-FTIR) analysis could greatly help in the identification of oil. By mere inspection of the IR spectra, saturated oils can be easily distinguished from coconut oils. Identification of oils can be enhance by the use of chemometrical techniques such Principal Component Analysis (PCA). Using this technique, subtle differences in the spectra can be used to classify vegetable oils. This study have shown that ATR-FTIR together with PCA can be used to differentiate unsaturated oils from saturated oil and discriminate virgin coconut oil (VCO) from ordinary refined, bleached and deodorized coconut oil (CCO). Introduction Virgin coconut oil (VCO) has a potential to be one of the Philippines’ high-value export products. In the first half of 2005 alone about 350 metric tons of VCO were shipped to foreign markets. Virgin coconut oil is a minimally process or a cold press oil obtained by mechanical means (Philippine National Standard for Virgin Coconut Oil 2005) such as crushing pressing and centrifugation. These procedures result in the retention of the natural flavor and minor components of the oil, which can otherwise be destroyed by chemical process such as refining, deodorizing and bleaching. Cold pressed oils commands a higher price compared to processed oils because these â€Å"natural† procedures deliver lower yield and uses higher quality raw materials to prevent spoilage (Ulberth and Buchgraber 2000). To ensure the quality of VCO in the country, The Philippine National Standard provided a criterion (PNS/BAFPS 22:2004). This standard includes determination of fatty acid composition using gas-liquid chromatography (GLC), iodine value and sensory parameters such as taste, odor and color (Philippine National Standard for Virgin Coconut Oil 2005). However, it is a known fact that the fatty acid profile of oils is species dependent; therefore this classification method cannot distinguish VCO from ordinary refined, bleached and deodorized coconut oil (CCO). Iodine value in the other hand gives information on the degree of unsaturation of the oil and may be use only to distinguish coconut oils from unsaturated oil like corn oil (CO) and soybean oil (SO) but cannot discriminate VCO from CCO. Sensory parameters can easily be manipulated by bleaching and deodorizing the oil or by addition of flavoring agents. In recent years, various spectroscopic methods have been employed to authenticate vegetable oils such as virgin olive oil (VOO) (Aparicio and Luna 2002; Bucci et al. 2002; Dupuy et al. 1996; Lankmayr et al. 2004; Ozen et al. 2003; Tapp et al. 2003; Tay et al. 2002; Vigli et al. 2003; Yang et al. 2005). These techniques have the advantages of minimal sample preparation and rapid analysis time (Ulberth and Buchgraber 2000). In the study conducted by Yang et al (2005), Fourier Transform Infrared (FTIR) spectroscopy was found to be the most efficient in classification of oils as compared to Fourier Transform Raman and Fourier Transform Near Infrared spectroscopy. An attenuated total reflectance (ATR) accessory is usually used with the FTIR spectrometer for oil and fat study due to its ability to handle liquid samples easily. The resulting infrared spectrum contains all vibrational information about the entire components of the sample. In order to take full advantage of the spectral infor mation, including subtle features that may not be readily discerned, pattern recognition techniques such as Principal Component Analysis (PCA) are commonly used. These techniques can reveal relationships that were not previously suspected, which can lead to interpretations that are not readily apparent by mere visual inspection of IR spectra alone (Beebe et al. 1998; Davies and Fearn 2005). PCA is a mathematical manipulation used to reorganize the high-dimensionality of spectroscopic data into a smaller number of â€Å"Principal Components† or PCs that can account for the majority of the information in the data set. Methodology All samples of edible oils were obtained from reputable supermarkets in Iloilo City. Samples include four brands of VCO [a total of six samples, one brand have a total of three samples, two regular VCO with different manufacturing dates (labeled as VCO2 and VCO3) and one corn flavored VCO (labeled as VCO4) ] , three different brands of coconut oil ( CCO1, CCO2, and CCO3) and one brand each of corn oil (CO), soybean oil (SO), canola oil (CLO), virgin olive oil (VOO) and palm oil (PO). The oils were stored in their original containers until used. Minimal opening of bottles were observed to prevent oxidation of oils. Infrared (IR) spectra of samples were obtained at 4000 – 400 cm-1, 1 cm-1 resolution and 64 scans; using the Avatar 330 Thermo Nicolet FTIR equipped with DTGS (deuterated tri-glycine sulphate) detector and EZ OMNIC software at the University of the Philippines in the Visayas Chemistry Laboratory, Miag-ao, Iloilo. Samples were placed directly on a multi-bounce zinc selenide horizontal ATR crystal. The ATR crystal was totally cleaned using acetone after each run. IR spectral data of different oils from EZ OMNIC software were converted to Microsoft Excel files. Data were arranged in tabular form, different oils in columns and transmittance at different wavelengths in rows. The excel file was then transferred to Unscrambler version 9.6 for Principal Components Analysis. The evaluation version of this software can be downloaded at www.camo.com. Results and Discussion The FTIR spectra of most fats and oils appeared almost visually similar; the slight differences in the spectral features reflect the variations in the fatty acid composition (Figure1 to 6). Every peak in the spectra represents structural and functional group, either of the oil or other minor components. At the high frequency end of the spectrum (4000-3500 cm-1) only a few absorption bands can be observed. The most notable are the absorption bands due to O-H stretching vibration at about 3700 and 3400 cm-1, which may be due to moisture, alcohol or fatty acids. Both alcohols and free fatty acids are degradation product of triglycerides which accumulate during prolong storage and in the presence of moisture. For a clean and dry oil, only the first overtone of the C=O vibration could be seen. The strong band dominating the 3000-2840 cm-1 region is due to C-H stretches of methylene and terminal methyl groups. The =C-H stretch absorbed at slightly higher region, 3095 -3010 cm-1. A strong a bsorption peak in the range of 1750-1735 cm-1 is due to the C=O stretch of an aliphatic ester. If degradation has occurred a shoulder located on the lower frequency side of this will appear due to the C=O stretch of the resulting long chain carboxylic acid (1730-1700 cm-1). A sharp peak at about 1660-1600 cm-1 results from a C=C stretching vibration. The presence of this peak together with a C-H peak at wavenumber greater than 3000 cm-1 is a good indication of unsaturation. The part of the spectrum lower than 1500 cm-1 is called the fingerprint region. The absorption in this area of the spectrum is highly characteristic of the molecule as a whole, and can be used to identify the substance (Pavia et al. 2000; van de Voort et al. 2001). As shown in Figure1-6 its is easy to distinguish unsaturated oils from saturated oils by observing the regions that indicate unsaturation, 3095-3010 cm-1 and 1660-1600 cm-1. For olive, corn, palm, canola and soybean oil sharp peaks are seen in both of these areas but no such peaks can be seen in the IR spectra of either CCO or VCO. Thus, visual examination of the IR spectrum can provide a way to distinguish unsaturated oils from coconut oils. However, visual inspection of the spectra alone is insufficient to differentiate VCO from CCO because their IR spectra are identical to the naked eye. To compare such large data sets like IR spectra, which consist of more than a thousand wavelengths, Principal Component Analysis can be used. This chemometrical technique mathematically models the data into a more manageable data sets (consisting of a few principal components) that can then be interpreted more easily (Brereton 2003). Principal Component Analyses were performed on the spectra of all oils using Unscrambler version 9.6 software. The software generated several important plots. The percent variance plot gives the total variation in the data set that is described by a particular PC. This plot can be used to determine the number of PC that can effectively describe the whole data set. The 2D scatter plot (PCy vs. PCx) represents how the samples are related to each other. The closeness of the samples in the plot is interpreted as chemical similarity(Beebe and others 1998). The percent variance plot (Figure 7) of the oil samples spectra generated by the software shows that the first two principal components represent almost 100% of the variance in the data set. As a general rule the PCs that account for less than 5% of the data variation can be rejected (Beebe and others 1998), therefore the first two PCs are sufficient in making our investigation. The scatter plot of first principal component (PC1) versus the second principal component (PC2) shows that it possible to separate the oils into two separate groups, the unsaturated and coconut oil group (Figure 8). Unsaturated oil group consists of corn oil, soya oil, canola oil, palm oil while that of the coconut oil includes CVO and CCO. Performing the same analysis on CCO and VCO spectra reveals that only the PC1 and the PC2 are highly significant (Figure 9). However, the scatter plot of the two PCs did not successfully separate VCO from CCO (Figure 10). Close inspection of spectra reveal that there are absorption bands at the high frequency region that might indicate the presence of moisture, fatty alcohol or fatty acids in some samples. This observation is confirmed by the Influence Plot (Figure 11) that shows that there is a high residual variance of the 3740 cm-1, a wavenumber corresponding to H-O absorption. This indicates that the moisture content, fatty alcohol or the free fatty acid content of the oil may have greatly controlled the classification process. The other residual in the influence plot may be due to other components of VCO or CCO that are vital in the classification process. To correct for the effect of the O-H absorption band, it was decided to eliminate wavelength above 1800 cm-1 from the spectra of the oil and use only the area encompassing the carbonyl carbon (C=O) and fingerprint region, 1800-400 cm-1. Principal component analysis of this part of the spectra shows that the first two PC can be used to correctly classify VCO and CCO into separate groups (Figure 12 and 13). In conclusion, FTIR identification of oils can be enhance by the use of chemometrical techniques such Principal Component Analysis. Using this technique, subtle differences in the spectra can be used to classify oil. FTIR together with PCA can differentiate unsaturated oils from saturated oil and can discriminate virgin coconut oil from ordinary refined, bleached and deodorized coconut oil (CCO). Acknowledgement The authors are very grateful to the UP System for upgrading the UPV Chemistry Laboratory and for the purchase of the FTIR used this study possible. Literature Cited Aparicio R, Luna G. 2002. Charaterization of Monovarietal Virgin Olive Oils. European Journal of Lipid Science Technology 104:614-627. Beebe KR, Pell RR, Mary BS. 1998. Chemometrics: A Practical Guide. New York: John Wiley Sons, Inc. 348 p. Brereton RG. 2003. Chemometrics Data Analysis for the Laboratory and Chemical Plant. West Sussex: John Wiley Sons Ltd. 489 p. Bucci R, Magri AD, Magri AL, Marini D, Marini F. 2002. Chemical Authentication of extra Virgin Olive Oil Varieties by Supervise Chemometric Procedure. Journal Agricultural Food Chemistry 50:413-418. Davies AMC, Fearn T. 2005 Back to Basics: The Principles of Principal Component Analysis. Spectroscopy Asia:35-38. Dupuy N, Duponchel L, Huvenne J, Sombret B, Legrand P. 1996. Classification of Edible Fats and Oils by Fourier Transform Infrared Spectra. Food Chemistry 57(2):245-251. Lankmayr E, Mocak J, Serdt K, Balla B, Wenzl T, Bandoniene D, Gfrerer M, Wagner S. 2004. Chemometrical Classification of Pumpkin Seed OIl using Uv-Vis, NIR and FTIR Spectra. Journal of Biochemical and Biophysical Methods 61(1-2):95-106. Ozen BF, Weiss I, Mauer L. 2003. Dietary Supplement Oil Classification and Detection of Adulteration Using Fourier Transform Infrared Spectroscopy. Journal Agricultural Food Chemistry 51:5871-5876. Pavia DL, Lampman GM, Kriz GS. 2000. Introduction to Spectroscopy. New York: Brooks Cole. Philippine National Standard for Virgin Coconut Oil. 2005. PNS/BAFPS 22:2004. Tapp HS, Defernez M, Kemsley K. 2003. FTIR spectroscopy and Multivariate Analysis can Distinguish the Geographic Origin of Extra Virgin Olive Oil. Journal Agricultural Food Chemistry 51:6110-6115. Tay A, Singh RK, Krishnan SS, Gore JP. 2002. Authentication of Olive Oil Adulterated with Vegetable Oils Using Fourier Transform Infrared Spectroscopy. LWT-Food Science and Technology 35:99-103. Ulberth F, Buchgraber M. 2000. Authenticity of Fats and OIls. European Journal of Lipid Science Technology 102:687-694. van de Voort F, Sedman J, Russin T. 2001. Lipid Analysis by Vibrational Spectroscopy. European Journal of Lipid Science Technology 103:815-840. Vigli G, Philippidis A, Spyros A, Dais P. 2003. Classification of Edible Oils by Employing 31P and 1H NMR Spectroscopy in Combination with Multivariate Statistical Analysis. A Proposal for the Detection of Seed Oil Adulteration in Virgin Olive Oils. Journal Agricultural Food Chemistry 51:5715-5722. Yang H, Irudayaraj J, Paradkar M. 2005. Discriminant Analysis of Edible Oils and Fats by FTIR, FT-NIR and FT-Raman Spectroscopy. Food Chemistry 93:25-32.

Public Policy Problems In The Environment :: essays research papers

Public policy is defined by Webster’s as the â€Å"The basic policy or set of policies forming the foundation of public laws, especially such policy not yet formally enunciated.† The United States Government has many policies in the area of the environment. The Environmental Protection Agency (EPA) was created in 1970 to help identify environmental problems in our nation, and to set policy on how to deal with those problems. Yet, with so much money spent by the government to deal with problems with the environment, it must be noted that problems still exist, even within the bureaucracy that was meant to help in the first place. During the presidential campaign of the last election, an issue arose concerning the â€Å"energy crisis† that was driving gasoline and oil prices up throughout our country. Vice President Al Gore supported President Clinton’s ideology of waiting for the proper legislative initiatives to pass through Congress, and when the situation merited, provide some limited releases of oil from the national oil reserve. Candidate George W. Bush, on the other had, favored drilling in the government protected lands of Alaska to find future oil reserves so that America would no longer be so dependent on foreign oil. The problem with Bush’s plan, according to Gore, was that this could be devastating to the environment of the scarcely populated Alaskan wilderness. Regardless of the political, legal or moral implications of such drilling, there are problems dealing with multiple types of rationality in this issue. In his book â€Å"Reason in Society,† Paul Diesing describes six major types of rationality. These include technical, economic, social, legal, political and ecological rational. It is easy to comprehend that this environmental issue involves each one of these types of rationality. First of all, the technical rationality is demonstrated through the question of whether or not oil can be found in Alaska, and if it could, would there be enough present to really make a dramatic difference for the consumer? It must also be considered as to how this drilling may effect the environment of this area. Technical rationality also questions whether or not there are ways to drill that can possibly leave the natural resources of this area with as little human interference as possible. Engineers and scientists can try to come up with ways to create a process with which the area will not be devastated by the involvement with man in those areas.

Leo’s Barber Shop Essay -- Observation Essays

Leo’s Barber Shop As the glass door opens, the din from Second Street fades from your ears. The clean crisp cut of scissors, the flick of combs through wet hair, the buzz of electric clipping shears, and the occasional blast of air from a blow dryer captivate your sense of sound. Joe, a large, bald man, wearing an aqua T-shirt and blue jeans tied up with an old brown leather belt, gives his customary greeting, â€Å"Howdy there,† to a man who has just entered. The sign above Joe’s mirror reads: â€Å"Hair cuts—ten dollars, Seniors—eight dollars.† It is Saturday morning, and at Leo’s Barber Shop business is brisk. Joe and two other barbers are working at a fast clip, keeping their eyes on the scalps of the customers and periodically throwing quick glances to the line that is forming in the waiting area. Hector, wearing a maroon wind-breaker and baseball cap, is putting an apron on a kid to the right of Joe. Chris is trimming a man’s sideburns, leveling h er green, contact-lens covered eye to the shears. Four chairs near the entrance are occupied by men of various sorts. Some are reading newspapers or magazines, while others sit looking out the front window. One man clad in denim is standing outside the shop with a cigarette held to his mouth. The barbers at Leo’s have their work cut out for them today. Inside, Joe puts the clipping shears to the locks of a slumbering child, whose head is being propped up by his mother’s hands. The child awakens to find his lamb-like curls falling to the checkered floor; his large chocolate brown eyes begin to swell with tears. Fortunately for Joe, the boy’s mother is able to shut off the water works with a few words of reassurance in Spanish. The youngster stoically endures the procedure. Ju... ...s asks. â€Å"That looks good,† the student replies, looking into the mirror. â€Å"Here,† she gives him the comb, â€Å"brush it the way you like to.† Finding the part, he combs it down. Afterwards he compliments her on a job well done. After paying, the student tells Chris that he will see her in another six weeks, and to take care. Before opening the glass door Joe throws the student a wave. â€Å"Hey, when you’re done with that English paper bring us a copy, I’ll put it up on my wall and make yah famous!† he says. Returning his wave, the student walks into the light of the setting sun; the sounds of the barber shop diminish. Looking through the shop window, he sees Hector sweeping up the hair of his last customer. Shouts from the nearby Cantina, interrupted by a blast from a car horn, take the place of the low, metallic murmur of the clipping shears.

The Vyacheslav Molotov Book Report Essay -- Essays Papers

The Vyacheslav Molotov Book Report For much of the time between 1930 and 1952, Vyacheslav Molotov, a laconic, unsmiling man called Mr Nyet behind his back by western diplomats, was second only to Joseph Stalin in the Soviet Union. He played a decisiverole in the famine of 1932, during which millions of peasants died of starvation and disease. He was instrumental in liquidating the kulaks (the land-owning farmers). He was Stalin's faithful henchman during the Great Terror, in 1936-38, when both the Red Army command and the country's political leadership were decimated. His name is on the Molotov-Ribbentrop pact of 1939, which kept the Soviet Union out of the war until it was attacked by Hitler two years later. His final years as a power in the land encompassed some of the chilliest days of the cold war.Nikita Khrushchev, Molotov's rival, sent him out of harm's way, as ambassador to Outer Mongolia. In 1962 Molotov was expelled from the party but he was re-instated in 1984. Having served Lenin and Stalin, he died a pensioner in 1986, aged 96. Not a bad record for somebody whom a British historian, D.C. Watt, described as "one of the most inexorably stupid men to hold the foreign minister ship of any major power in this century." That judgment is inaccurate, as this book shows. Molotov was the supreme apparatchik. Stalin ordered him to divorce his wife. Molotov complied--only to be reunited with her after Stalin's death. Resilience guided by intuitive cunning ensured ...

Keeping fit

Our health depends on our life. Most people are busy working, pupils are busy studying, but they always find time to relax and enjoy themselves. Physical culture and sports in our country are part of our cultural and public life. It is very popular with young people. Sport is also paid great attention in schools, colleges and universities. Every city and town has a few stadiums, swimming pools, amateur clubs and keep-fit centers where people go aerobics, yoga, body-building, swimming, skating and Jogging.Sports help people to maintain good health and enjoy life, but some boys and girls do not want to take an active part in them. They do not believe that sport is very necessary and also they think that sport may stand in the way of other important things. Everyone knows that getting fit is good for health buy why it is good and what are the ways to be fit? There are some unusual ways of keeping fit: -First way is that you can practice korfball. Korfball is a mixture between handball a nd basketball, it is a fast exciting game.The main difference is that men and women play on the same team. It is also a good way to keep fit – The second way is to practice Tat-Chi. It is a Chinese martial art which goes back thousands of years. Tat-Chi is very gentle and consists of slow movements which it is important to do carefully. The big advantage is that you can do it anywhere and it is an excellent way of getting rid of stress. – The third way is gaming for fitness. Most people do not see playing video games as a way of keeping fit.You sit on the floor, look at the screen and the only part f your body that moves is your thumb. Thanks to brand new game Dance Revolution, games are now getting on exercise floor and it is an easy and exciting way of getting fit for everyone. Getting in shape has never been more popular. For millions of people around the world, regular exercise is now part of their daily lives. Some people Jog, cycle and swim, while others prefer t o work out in gyms or play team sports.Another reason for fitness boom is youth and beauty, because men and women try their best to look as young and attractive as possible. Fit people not only feel good-they look good too. There are some advantages of being fit: -Firstly it reduces the risk of heart attacks -Secondly it increases strength, stamina, and suppleness -Thirdly it helps people to lose weight – Fourthly it means that people sleep better and do not get tired so better – Finally it makes people feel healthier, happier and more positive. As for me, I do sport regularly. I am not a professional.I play badminton with my friends,but my favorite sport is swimming and I go to the swimming-pool twice a week. This helps me feel fit and healthy. Keeping fit doesn't mean only doing sport. It also includes the right way of eating. Nowadays it is very popular to go on a diet. On the one hand, it makes people feel better because they avoid eating fatty and unhealthy food, but on the other hand, some people start eating very little and they lose weight and do not look healthy at all. It is necessary to get all types of vitamins to keep body healthy.It is recommended to eat fruit and vegetable because they contain a lot of important itamins and one of them is vitamin C. A lot of people like spending most of their spare time watching TV or working at computers. Such people ruin their eyes and their muscles do not work well. This way of life is not healthy. There are also bad habits that can damage health of people. They include smoking, drinking alcohol and taking drugs. A lot of young people prefer smoking to going in for sport and this is not good. As for me, I try to lead a healthy life, because I like feeling happy

Athletic Leadership Development Program Essay

there is great deprivation to fracture effectual athletic management political platformmes in utmost coachs. Apart from the fact that assimilators benefit direct benefit from much(prenominal) course of instructions, it is as strong as a ethical procreation choice since todays high enlighten athletes impart eventually take pulp as tomorrows brags leading as coaches, trainers, athletic administrators, sports physicians, sports psychologists and different capacities (Lanasa, Ciletti & Lackman, 2005). heights civilise is a very distinguished item in which students prepargon for the succeeding(a) by getting a candid education, making friends and participate in other activities such(prenominal) as athletics.It is unfortunate, that many nurtures gift adopt budget cuts that under stomach for sports, taking the opinion that money would be better spent on pedantics. though it is right that academics come dumbfounding time, sacrificing high school sports i s dangerous to the students high school get it on as it affects their ability to perform at optimum academic levels (Amorose & motor horn, 2000). Sports atomic number 18 in addition an central component that helps students develop into well-rounded adults who name rise benefits to the country at large. INTRODUCTIONThis paper go out guide out a belles-lettres check into to illustrate how a School gymnastic leading Plan works to give students full benefits. In extension, the school as an institution also derives high levels of exploit and satisfaction from the same. It will show how students with an reside in the field of training and word of athletes burn rough-and-readyly be watchful by the school athletic training platforms. They argon a perfect chance of gaining college and cargoner preparation. These programs give an appropriate probability to the gatherment of information, certification, scholarships and ne iirking for students (MacGregor, 2005).HOW TO D EVELOP A lead PROGRAM This section will evaluate the leadinghip program adopted by Wheeler High School in Indiana. It presents a situation that is appropriate to some high schools where there argon potentially good frauds but their hopes and targets fail to bechance due to lose of a well organized sports framework and leading in the school. On evaluation of the progress and areas that need change, Snodgrass notes that the foremost problem was the insufficiency of player leading in the students squads coupled with the lack of senior talent (2005).Borrowing from the excogitation adopted by this school, this paper will give guidelines on how a school athletic lead cast chamberpot be developed. Structure of the program An effective leading program should start by identifying players that foundation participate in the formulate. For starters, the first class could be made up of six senior and two jr. students who would roleplay hebdomadly for two to three hours o ver a ten week period (Snodgrass, 2005). In this period, they would they would participate in the curriculum by carrying out the sideline Interaction They are expected to reckon and spend one or two hours in the curriculum to each one night (Snodgrass, 2005).From this interaction, the head of the platform identifies the strengths and weaknesses of the selected police squad by observing how they interact and how committed they are. This is the stage at which the leaders and those with aptitudes valuable to the stick out are identified. As they share ideas, hopes and aspirations, this buffer zone multitude tin hobo come up with an excellent form of the intend since they are better lieued to bed what would work with their cub student athletes and what would not. Activities strengthening core value The activities that strengthen core values are important as they set the innovation in motion with the rest of the student athletes.The airplane pilot group of eight should each be assigned a group of student with which they carry out these activities. This could lapse in class for discussions and after cognise each other, the group members should engage in out of class activities. Group leaders are expected to call immersion players and engage with them with an aim of getting to know them intimately (University of Wisconsin, 2007). This is a very important step as the group leaders get in a position to identify strengths and weaknesses that might be unsung from the coaches and teachers.This enables the aggroups to avoid failures that comm tho arise from the lack of proper understanding within the team. leadership in youth camps The eight members of the pilot team should serve as direction at the summer youth camp. They are expected to take up roles such as teaching a position, instruct the team in flag football, cartroad the punt-pass-kick contest etc (Young & Edmonson, 2010). It should involve activities such as story narrations to emphasize the importance of team playing. The plan should be sure to appliance a youth summer camp.The enchiridion of Organizational Consulting Psychology underscores the importance of such camps in the increment of leadership plans. It is from such camps that the members emerge as a team understanding each other, with strong leadership and ready to work together (Fiedler, 2002). The higher up activities lay the foundation on which the plan can be built upon. aft(prenominal) getting the required individual(a)s to spearhead the program and the necessary team sprit, the plan can proceed into the next step in which it formally assembles the best ideas and strategies for the leadership program in form of a blueprint discussed in the following section.PLANNING THE invention Snodgrass defines a blueprint as the carry out of designing a leadership program in any field from start to finish (2005). It guides the slaying of the whole crop and it gives guidelines on how to check progress and v ictor levels. This paper will provide a blueprint that is divided into travel as follows Step 1 Assembling the proviso team According to the program adopted by the Leigh University for the summer of 2007, the planning team should comprise all the key stakeholders to fortify a program that is acceptable campus commodious (Fiedler, 2002).It is imperative to ensure that all individual stakeholders understand the importance of athletics in the life of the students. Teachers and other members of staff should be ready to sacrifice some academic hours in order to bring the plan into track. In this university, the team consisted of coaches from the acrobatic Department, administrators and student-athletes as well as staff from the dean of scholars Office to attain a healthy balance (Young & Edmonson, 2010). They should meet weekly to discuss the rest of the steps in the blueprint. Step 2 Conducting a leadership take stockThe leadership take stock is a systematic estimate of leaders hip knowledge opportunities at the institution and beyond. A complete audit embarrasss both instinctive and external reviews and inventories all leadership opportunities (Lanasa, Ciletti & Lackman, 2005). immanent audit The information from this audit should follow out whether there are other leadership initiatives on campus in which student-athletes can participate (). Fiddler finds that often these programs are not designed to directly make up the value of the students leadership and do not fundamentally involve athletics as a whole(Amorose & Horn, 2000).There should be goal setting and skill building workshops that are conducive to the erratic schedules of student-athletes and athletics surgical incision staff. External audit This involves researching specific leadership opportunities at other institutions. This should particularly look for leadership development programs and deliverance options within other institutions (Robinson & skinner, 2008). It can be done in bordering schools that oblige highly successful leadership development programs to identify crucial aspects that can be adopted.It can also be done online or from other literature on the issue to set good standards for a comprehensive plan. Step 3 Identification of an anchor The anchor is other crucial aspect of the plan that should be in place. Young and Edmonson define it as the existing institutional purpose, outreach or condition that makes the programs efforts essential and justifies the investiture of time, energy and resources to escort the effort (2010). It helps in the acceptance of the plan since it does not depend as something totally alien. For shell the military com complaint statement of Lehigh University isTo advance skill finished the integration of teaching, research, and service to others (Young and Edmonson, 2010). To be in tandem with the schools mission statement, the Lehigh Athletics Mission Statement could be made to capture that of the institute, e. g. Our mission in the Lehigh Athletics Department is to advance encyclopedism to develop leadership, and to foster personal maturation through comprehensive athletics programming. (Young and Edmonson, 2010). This way, the plan manages to entrench itself within existing institutional goals and hence all stakeholders can easily identify with it and work towards its implementation.As such, teachers for in military strength would drop their hard line stance towards the plan as they feel it helps in academics. Step 4 Determining the range The scope is the extent of the leadership have sex which encompasses aspects such as how deep the program will be embedded in institutional cultivation and the programmatic mission and eruditeness objectives (Robinson & Skinner, 2008). The scope should be connected to the vision, mission, and learning outcomes of the schools sports department.Vision the plan should be aimed at cultivating a culture of leadership which encourages self-awareness, commitment to team playing, and stress on values and actions that enhance a good athletic experience. (Amorose & Horn, 2000) Mission the sports department should use the plan to complement and support the larger missions of the institution as a whole. This can be passd with the use of the transformational leadership theory that enhances students leadership skills and understanding (Fiedler, 2002). It should accomplish a reason of community among al stakeholders focusing on the value of positive leadership.Learning outcomes these are the benefits that the students should derive from participating in the Athletic leading Program. Firstly, they enhance their knowledge of prefatorial leadership skills and principles. Others are interpersonal skills, integrity, partner motivation, self awareness and the value of vicissitude in every situation (University of Wisconsin, 2007). This will enhance their wellbeing in every field of life in school and beyond. Step 5 Shaping the ism A philosophy is important in shaping an appropriate vision, mission and goals for a comprehensive Athletic Leadership Program.Robison and Skinner put forward two examples of philosophy that can be employ to achieve this end. They do so by addressing the unequalled needs of student-athletes, teams and coaches (2008). The Transformational Leadership theory is the elemental philosophy in which the program is embedded. It describes a course of action where both leaders and participants engage in a mutual, ongoing go of raising one some other to higher levels of motivation, moral reasoning, and self-consciousness (Robinson & Skinner, 2008). This encourages collaboration and interdependence within participants by challenge to social and community focused values.Principle-Centered Leadership Theory this theory is based on principle based leadership. Leaders are required to center their practices in natural based practices. Their values can only be effective if they remain current to these guiding principles, which are identified as continually learning, service-oriented, radiate positive energy, entrust in other people, lead equilibrate lives, see life as an adventure, are synergistic, and exercise for self-re smartal (Robinson & Skinner, 2008). Step 6 Selecting delivery framework These are the strategies and individuals to be used for teaching participants about leadership.This includes positional leaders and emerging ones. Positional leaders include coaches and captains who are directly responsible of development of athleticism in individual-student athletes which will finally lead them to winning championships (Fiedler, 2002). Emerging leaders include students joining the program and those who have been it for a while and want to hike up their leadership skills. This way, the plan ensures that it has a never ending supply of talent and new leadership, i. e. it is sustainable. Step 7 Select sound judgement and Evaluation StrategiesThis step ensures that intentional discernment and evaluation tools will are available. It is recommended that the implementation of the blueprint is assessed after the first full year of implementation. The tools to be used for this assessment may include focus groups, student-athlete passing play interviews, pre- and post-surveys, student-athlete post-season evaluations, etc (University of Wisconsin, 2007). This process is meant to explore needs, outcomes and satisfaction derived from the plan. death A School Athletic Leadership Plan like the one depict above will go a long way in accomplishing a varied range of needs in the school.It clearly shows the need to implement an effective plan from which students can derive legion(predicate) benefits. The step by step process is imperative in creating a leadership program which is self sustaining and which is deeply grow in the institutional goals and vision. This ensures that it is embraced by all. REFERENCES Amorose, A. J, and Horn T. S (2000). Intrin sic Motivation consanguinity with collegiate athletes gender, scholarship status, and perceptions of their coaches behavior. Journal of sport and exercise psychology. 22(1), 63 84. Fiedler, F. E (2002). proactive ways to improve leadership performance. handbook of organizational consulting psychology, 76 105, San Francisco Jossey-Bass Lanasa, J. , Ciletti, D. and Lackman, R. (2005). Designing a Model for Improved Outcomes Among schoolchilds- Athletes in Sports Education. leave Coast Press. Retrieved, 6th August, 2010 MacGregor, G. M. (2005). Designing Student Leadership Programs Transforming the Leadership Potential of Youth. Youthleadership. com Robison, T. I and Skinner, T. (2008). The Athlete and the Grade Change. Cases in educational Leadership. Retrieved, 6th August, 2010 Snodgrass, S. (2005). Building a high school leadership program. Gale, Cengage Learning. University of Wisconsin. (2007). A Grounded Theory Of High Quality Leadership Programs Perspectives From Student Le adership Development Programs In high Education. Madison University of Wisconsin. Young, J. and Edmonson, S. (2010). High School Athletic Directors and Educational Leadership Traits A abstract Analysis of the Literature. Retrieved, 6th August, 2010