Critically analyse how the Global Energy Assessment pathways represent future socio-technological change in the energy system, focussing on the building sector. The WritePass Journal

Critically analyse how the Global Energy Assessment pathways represent future socio-technological change in the energy system, focussing on the building sector. Abstract Critically analyse how the Global Energy Assessment pathways represent future socio-technological change in the energy system, focussing on the building sector. the Global Energy Assessment (GEA) was therefore launched and a new global energy policy agenda was established (GEA Writing Team, 2012: 4). The GEA intended to change the way society uses and delivers energy in order to mitigate climate change. In doing so, it brings together hundreds of international researchers to provide an analysis of the current issues that exist and to identify the possible options that can be taken in tackling climate change. Technology options and policies are also included in the GEA and are considered vital in protecting the environment and maintaining sustainable development (GEA, 2014: 1). As noted by Greening, the Secretary of State for International Development: â€Å"The long-term effects of climate change threaten to undermine progress in reducing global poverty† (Department for International Development, 2011: 3). This is the main reason why the UK is committed to helping developing countries adapt to climate change in a positive way by ensu ring that they take up low carbon growth and effectively tackle deforestation. This study will therefore examine some of the Global Energy Assessment pathways, by focusing on the building sector, in order to consider the effects these will have upon the energy system in the future. Socio-Technological Change in the Energy System In order for climate change to be tackled effectively, socio-technological changes are needed within the energy system. This can be ascertained by reviewing the different sectors which impact the environment and then considering what socio-technological changes are required. The building sector has a significant impact upon the environment because of the fact that it accounts for one-third of the planets total energy use (Global Alliance, 2012: 1). Technological improvements to buildings are therefore a cost-effective way of mitigating climate change. By using existing proven technologies we have the ability right to â€Å"reduce energy consumption in new and existing buildings by 30-50 percent at extremely low or no cost, and usually at negative cost (Global Alliance, 2012: 1). Increased building efficiency is therefore the future for the building sector because not only do greener buildings help to promote sustainability but they are also better for the consumer in that they are m ore comfortable and cheaper to maintain (NAR, 2014: 1). The pathways for transition that have been explored in the GEA therefore need to be followed if the building sector is to become more energy efficient. This is important given that GHG emissions are expected to nearly double by the year 2030 under a high-growth development scenario (Metz et al; 2007: 6). The GEA supports sustainability in the building sector by helping decisions makers address the challenges associated with building development (CCCSEP, 2012: 1). Energy Efficiency Barriers in the Building Sector   The building sector can contribute to tackling climate change through socio-technological change in the energy system, yet there are many barriers towards improved efficiency in this sector. One of the main barriers that exists is a lack of technical, economic and general knowledge about the energy sector. Not only does this knowledge gap apply to consumers but it also applies to building designers, architects and politicians (Urge-Vorsatz, 2012: 702). Because of this lack of knowledge, it is very difficult for many of the technologies and practices that exist in this area to be implemented. Furthermore, although energy efficient practices are considered cost effective, they are not being widely adopted due to the high initial start-up costs. The high upfront costs are thus discouraging, especially when there is a lack of knowledge that exists in this area and unless greater awareness is provided, it is unlikely that the GEA pathways will have much of an influence in the future. Mark et failures also provide barriers to energy efficiency because of the failures in the way the market operates (Urge-Vorsatz, 2012: 702). Such flaws prevent the trade-off between energy efficiency investments and energy saving benefits. Behavioural barriers are also a problem for energy efficiency in the building sector as the behaviours of individuals and companies may be difficult to change. For example, individuals may fail to turn the lights off in their homes, whilst organisations may fail to identify energy saving opportunities, especially if they do   not benefit directly from them. An example of this can be seen in relation to green leases since these are one of the main pathways to energy efficiency. Green leases thus impose obligations on landlords and tenants to achieve targets for energy consumption. This ensures that the energy use of commercial buildings is minimised through â€Å"better measurement, greater awareness and systematic management† (All Party Urban Development Group, 2008: 2). There are a number of different green lease shades which represent different commitments to the green agenda: light green leases represent a modest commitment to the agenda, whilst dark green leases reflect a much more serious commitment (Bright, 2008: 158). Regardless of the benefits green leases have on the environment, however, they are not being used as much as they should. This is largely the result of the â€Å"conventional relationship between the landlord (as building owner) and tenant (as occupier)† which generally neglects â€Å"environmental co nsiderations† (Hinnells et al; 2008, 1). The extent to which green leases represent future socio-technological change in the energy system is therefore unclear and it seems that further changes are required if a more robust system is to be implemented. Green leases should be used more frequently than they are at present, yet it is questionable whether this is likely to happen given that â€Å"change may be rapid, disruptive and challenging (Hinnells et al; 2008: 1). Bright believes that capital investment will allow for more efficient equipment to be introduced that will allow for better energy savings to be made (Bright, 2008: 158). This will encourage landlords and tenants to enter into a green lease if they can identify the real benefits that are associated with them. Consequently, it is evident when looking at green leases that one of the main barriers towards improved energy efficiency is the lack of awareness that exists. In order to remove this barrier to energy efficiency, campaigns and sector learning networks could be introduced in order to increase the current awareness of GEA’s (Carbon Trust, 2005: 16). Furthermore, actions could also be taken that raise the attention of building owners such as; tax incentives and low interest loans (Rezendes, 1994: 41). This will allow greater access to energy efficient equipment and will encourage individuals to take advantage of the opportunities that are available. Another barrier towards energy efficiency in the building sector is transaction costs and the limited availability of capital. Because building owners do not generally have spare capital available to make their buildings more energy efficient, they are less likely to take the GEA pathways into consideration (Ecofys, 2012: 3). Furthermore, as has been pointed out; â€Å"financial barriers to the penetration of energy efficiency and building integrated distributed generated technologies include factors that increase the investments costs and/or decrease savings resulting from the improvement† (Urge-Vorsatz, 2012: 698). Arguably, building owners are unlikely to make energy efficient changes if they are not also cost-effective despite the fact that the equipment is more efficient. This could also be rectified through tax incentives and low interest loans, yet economic instruments could also be introduced that reduce the overall costs of the equipment. Energy prices could also be increased so that going green would be more of an incentive than it is at present. This is because, unless there are significant cost benefits of becoming more energy efficient, it is unlikely that individuals will be actively encouraged to do so. Market misalignment is another barrier that prevents â€Å"the consistent trade-off between specific energy-efficient investment and the societal energy-saving benefits† (The Carbon Trust, 2005: 16). An example of this can be seen in relation to tenant-landlord relationships where companies have no direct control over the premises and so are reluctant to invest in energy effi ciency. This barrier could be overcome through the provision of split-incentives. This would encourage landlords to become more energy efficient if they were being incentivised to do so. If the GEA pathways are implemented, the environment will benefit significantly from this and the passivhaus standard will be applied in the building sector. This standard is the robust approach to building design which seeks to minimise the heating demand of buildings by building houses that have exceptional thermal performance (Passivhaus, 2011: 1). Unless it is less costly for builders to employ the passivhaus standard, there will be no incentive for them to do so as they will not benefit from the reduced energy savings. GEA Pathways for the Energy Efficiency Transition Because of how important it is to protect the environment, it is necessary that the multiple objectives outlined in the GEA are being met through environmental control. The main objective of the GEA pathways is to understand the combination of measures, time scales and costs that are needed to transform the energy system. In understanding this, however, it is necessary to first identify the energy efficiency barriers that exist so that appropriate measures can be implemented to alleviate them. Reducing thermal energy use is achievable through a number of different pathways such as; best practice in building design, construction and operation; the elimination of energy poverty; the increase of living space and economic development ((Urge-Vorsatz, 2012: 703). Before these pathways can be incorporated, it will be necessary to for significant investments to be made as well as the introduction of new appliances and technology and discounted energy saving costs. Because this will require h igh start-up costs, increased knowledge of the GEA pathway benefits will be needed so that individuals and organisations will be incentivised to adopt such pathways. Hence, many approaches have already been implemented to manage pollution-generating processes (Stuart, 2006: 1), yet it cannot be said that the obligations placed upon individuals under the   Environmental Protection Act 1990 and the EU’s Council Directive 96/61/EC to control the environment are being realised (McEldowney and McEldowney, 2010: 48). This is likely to be the result of market failures and behavioural barriers since individuals and organisations may not be able to identify when an energy saving opportunity arises.   Nevertheless, since the Climate Change Act 2008 was first enacted various mitigation and adaption strategies have been introduced, such as the Government’s ‘Green Deal’. The objective of this deal was to limit greenhouse gas emissions so that the increase of global temperature could be decreased. The Green Deal has been considered a welcoming development because of the fact that it has enabled the energy efficiency of many households and businesses to be improve â€Å"without consuming so much energy and wasting so much money† (DEEC, 2010: 1). This is beneficial for consumers and is likely to reduce the initial startup costs. The Green Deal is also effective in increasing the awareness of energy saving benefits, which is likely to remove any subsisting behavioral barriers. Conversely, it has been argued that the implementation of the GEA pathways may actually lead to further energy use, through the so-called rebound effect (Gillingham et al, 2013: 474). Although the GEA have identified the possible re-bound effect the implementation of their pathways may have, it seems as though little consideration has been given to this (GEA, 2012: 1573). Accordingly, it cannot be said that the barriers to energy efficiency have been given much thought and unless the behaviour of individuals and organisations change, it is unlikely that the GEA pathways will have much of an impact in the future.   There are both direct and indirect rebound effects that are likely to occur. The direct rebound effect happens when people consume more energy as a result of the low costs, and the indirect rebound effect happens when people use savings from lower energy costs to spend on other energy intensive activities (Sorrell, 2010: 636). In view of this, is thereby essential that re bound effects are taken into consideration when evaluating how beneficial energy efficiency really is. As noted by Giillingham et al; however: Empirical evidence indicates that the direct rebound effect will dominate in the near term at around 10-30 per cent (2013: 476). Regardless of this, it was also pointed out that rebound effects are not necessarily bad since the overall well-being of society will be improved as a result. Therefore, even if the re-bound effect does not lead to a significant reduction in energy use, societal well-being will be improved. It is unclear whether the target of 80 per cent emission reductions by 2050 will be achieved since there are a number of different changes that need to be implemented in order for the barriers to energy efficiency to be overcome (Bell and McGillivray, 2008: 531). In effect, whilst many implementations have been made towards establishing a sustainable future in the energy sector, the extent to which these have proven successful re mains largely unclear. If the barriers to energy efficiency are removed and the GEA pathways are followed, there is a possibility that the emission reductions will be reduced by 2050, yet it remains to be seen whether this will be by 80 per cent. This is because as put by Riahi et al; although the GEA pathways have shown that such a transformation is possible, the task remains and ambitious and will require rapid introduction of policies and fundamental policy changes that lead to coordinated efforts to integrate global concerns (2012: 1300). Consequently, the barriers to energy efficiency will need to be overcome before the GEA pathways can be implemented, yet this is likely to prove extremely complex. Increased awareness would be the first step as this will lead to behavioural changes that will ensure the GEA pathways are being adopted. Conclusion Overall, whilst there are a number of different GEA pathways that are intended to make effective socio-technological changes in the energy system, the extent to which these will prove successful remains unclear. This is because, whilst many of the pathways are considered effective ways of creating an environmentally friendly energy system, it cannot be said that the current mechanisms are being employed by all. This is evidenced by the introduction of green leases, which are aimed at establishing energy efficient ways of occupying commercial property. Whilst these leases do seem rather beneficial to both landlords and tenants, their place in the market has not yet been established. The lack of incentives may be one reason for this, which signifies how further benefits ought to be made available. In addition, the future of the mitigation and adaption strategies that have been implemented into the building sector is also unclear because of the fact organisations do not always co-operat e in the implementation of such strategies. The re-bound effect is also not being given enough consideration and thus needs to be taken into account when analysing the GEA pathways. Consequently, in order to maintain sustainable development and minimise climate change, it is vital that the GEA pathways are being promoted a lot more so that the impact the building sector has on the environment can be minimised, yet in doing so the re-bound effect should be taken into account in order to ensure that a more realistic approach is undertaken References All Party Urban Development Group., (2008). Greening UK Cities Buildings; Improving the Energy Efficiency of Our Offices, Shops and Factories. A Report Delivered by the Officers, (2008), centreforcities.org/assets/files/APUDG4.pdf 20 March 2014. Bell, S. and McGillivray, D. (2008). Environmental Law, 7th edn Oxford University Press. Bright, S., (2008). Going Green. 158 New Law Journal 1135, Issue 7333. CCCSEP. (2012) ‘Global Energy Assessment: Energy-Efficient Building Modelling Scenarios’ Centre for Climate Change and Sustainable Energy Policy, Centre European University, https://3csep.ceu.hu/projects/global-energy-assessment-energy-efficient-building-modelling-scenarios 29 March 2014. DEEC. (2010). ‘What is the Green Deal?’ (2010) The Department for Energy Climate Energy, decc.gov.uk/en/content/cms/what_we_do/consumers/green_deal/green_deal.aspx Accessed 20 March 2014. Department for International Development. (2011) Tackling Climate Change, Reducing Poverty, UK International Climate Fund, https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/48217/3389-uk-international-climate-fund-brochure.pdf Accessed 19 March, 2014. Dowden, M., (2008). Property/Landlord Tenant: Contentious Carbon? 158 New Law Journal 1707, Issue 7348. Ecofys. (2012) ‘The Benefits of Energy Efficiency – Why Wait?’ Sustainable Energy for Everyone, ecofys.com/files/files/ecofys_2012_the-benefits-of-energy-efficiency-why-wait.pdf Accessed 30 March 2014. Gillingham, K. Kotchen, M. J. Rapson, D. S. and Wagner, G. (2013) The Rebound Effect and Energy Efficiency Policy Yale University School of Forestry Environmental Studies, [Online] Available: yale.edu/gillingham/ReboundEffectLongForm.pdf [03 April, 2014]. Global Alliance. (2012) Why Buildings, Global L-eadership in our Built Environment, globealliance.org/Libraries/Resources/Climate_Change_and_Buildings_Overview.sflb.ashx Accessed 20 March 2014. Global Energy Assessment (GEA) Writing Team. (2012) Global Energy Assessment, Towards a Sustainable Future, New York: Cambridge University press. Global Energy Assessment (GEA). (2014) Global Energy Assessment International Institute for Applied Systems Analysis, globalenergyassessment.org/ Accessed 19 March 2014. Hinnells, M., Bright, S., Langley, A., Woodford, L., Schiellerup, P., and Bosteels, T., (2008). McEldowney, J. and McEldowney, S. (2010) Environmental Law, 1st edition Longman. NAR. (2014) What is Green Building National Association of Realtors, greenresourcecouncil.org/green-resources/what-green-building Accessed 14 March 2014. Passivhaus. (2011) The Passivhaus Standard [Online] Available: passivhaus.org.uk/standard.jsp?id=122 [03 April 2014]. Rezendes, V, S. (1994) Geothermal Energy, DIANE Publishing. Riahi, K., et al; (2012) Global Energy Assessment, Chapter 17, [Online] Available: iiasa.ac.at/web/home/research/Flagship-Projects/Global-Energy-Assessment/GEA_Chapter17_pathways_lowres.pdf [03 April 2014]. Sorrell, S. J. (2010) Dimitropoulus, The Rebound Effect: Microeconomic Definitions, Limitations and Extensions Ecological Economics, 65(3): 636-649. Stuart, R. (2006) ‘Command and Control Regulation’, The Encyclopaedia of Earth, eoearth.org/article/Command_and_control_regulation Accessed 20 March 2014. The Carbon Trust. (2005) ‘The UK Climate Change Programme: Potential Evolution for Business and the Public Sector’ Making Business Sense of Climate Change, carbontrust.com/media/84912/ctc518-uk-climate-change-programme-potential-evolution.pdf Accessed 29 March 2014. The Department of Energy and Climate Change (DEEC). (2014) What we do, Gov.uk, https://www.gov.uk/government/organisations/department-of-energy-climate-change Accessed 20 March 2014. The Greening of Commercial Leases. Emerald Group Publishing Ltd, emeraldinsight.com/journals.htm?articleid=1747108 20 March 2014. James, R., (2010). Not Easy Being Green. Property Law Journal 22, hilldickinson.com/pdf/Property%20Law%20Journal%20-%20green%20leases%20-%20Richard%20James%20Hill%20Dickinson%20LLP%20.pdf 20 March 2014. King, V., (2009). Is My Lease Green? 32 Company’s Secretary Review 24, Issue 24. LRCI., (2009). Guidance: Green Commercial Leases. Low Carbon Research Institute Convergence Programme, lcri.org.uk/images/pdfs/green%20leases%20guidance.pdf 20 March 2014. Urge-Vorsatz, D. (2012) ‘Energy End Use: Buildings’ iiasa.ac.at/web/home/research/Flagship-Projects/Global-Energy-Assessment/GEA_CHapter10_buildings_lowres.pdf Accessed 29 March 2014.

Fahrenheit 451 Study Guide

Fahrenheit 451 Study Guide Fahrenheit 451 is a novel by Ray Bradbury. Published in 1953, the book takes place in a dystopian future world where the job of a firefighter is to burn books, rather than put out fires. The main character, Guy Montag, is one such fireman, who slowly begins to perceive the world around him as perverse and superficial even as it slides inexorably towards a nuclear war. A commentary on the power of literacy and critical thought, Fahrenheit 451 remains a potent reminder of how quickly a society can fall apart. Fast Facts: Fahrenheit 451 Author: Ray BradburyPublisher: Ballantine BooksYear Published: 1953Genre: Science FictionType of Work: NovelOriginal Language: EnglishThemes: Censorship, technology, conformityCharacters: Guy Montag, Mildred Montag, Clarisse McClellan, Captain Beatty, Professor Faber, GrangerNotable Adaptations: 1966 film by Franà §ois Truffaut; 2018 HBO adaptation by Ramin BahraniFun Fact: Bradbury wrote Fahrenheit 451 on rented typewriters at his local library, spending $9.80 to write the book. Plot Summary The protagonist, Guy Montag, is a fireman whose job is to burn hidden caches of books, which are forbidden in this unspecified future society. At first, he goes about his job fairly mindlessly, but a conversation with a non-conforming teenager spurs him to question society. He develops a restless dissatisfaction that cannot be quashed. Montag steals a Bible and smuggles it into his home. When he reveals the book (and the others hes stolen) to his wife Mildred, she panics at the thought of losing their income and thus the huge wall-sized televisions she watches constantly. Montag’s boss, Captain Beatty, gives him 24 hours to burn the book or face the consequences. Montag eventually buries his book collection with help from Faber, a former professor. Soon, however, a call comes in for the Firemen to burn a new book cache- and the address is Montag’s house. Beatty insists that Montag do the burning; in response, Montag kills him and flees into the countryside. There, he meets a group of drifters who tell him of their mission to memorize books in order to eventually rebuild society. At the end of the book, there is a nuclear attack on the city, and Montag and the drifters head out to begin rebuilding. Major Characters Guy Montag. The protagonist of the story, Guy is a fireman who has been illegally hoarding and reading books. His blind faith in society erodes and opens his eyes to the decline of civilization. His efforts to resist conformity make him a criminal. Mildred Montag. Guy’s wife. Mildred has retreated entirely into a fantasy world stoked television. Mildred is unable to comprehend Guy’s dissatisfaction and behaves in a childish, superficial manner throughout the story. Her behavior represents society at large. Clarisse McClellan. A teenage girl who lives in Guy Montag’s neighborhood. She is curious and non-comformist, representing the nature of youth before the corrupting effects of society and materialism. She is the catalyst for Montag’s mental awakening. Captain Beatty. Montag’s boss. Beatty is a former intellectual whose disappointment in books’ inability to truly solve problems has turned him into an anti-intellectual. Beatty tells Montag that books must be burned because they make people unhappy without offering real solutions. Professor Faber. Once a professor of English, Faber is a meek, timid man who deplores what society has become but lacks the bravery to do anything about it. Faber embodies Bradbury’s belief that knowledge without the willingness to use it is useless. Granger. The leader of a group of drifters who have escaped society. Granger and the drifters preserve knowledge and wisdom by memorizing books. He explains to Montag that history is cyclical, and that a new age of wisdom will follow the current age of ignorance. Major Themes Freedom of Thought vs. Censorship. The novel is set in a society where the state forbids certain kinds of thought. Books contain the collected wisdom of humanity; denied access to them, people lack the mental skills to resist their government. The Dark Side of Technology. Passive pastimes like watching TV are portrayed as harmful purveyors of passive consumption. Technology in the book is consistently used to punish, oppress, and otherwise harm the characters. Obedience vs. Rebellion. Humanity assists in its own oppression. As Captain Beatty explains, banning books didn’t require effort- people chose to ban books, because the knowledge in them made them think, which made them unhappy. Literary Style Bradbury uses rich language filled with metaphors, similes, and figurative speech throughout the book. Even Montag, who has no formal education, thinks in terms of animal images and poetic, deeply beautiful symbols. Captain Beatty and Professor Faber frequently quote poets and great writers. Bradbury also uses animal imagery throughout to associate technology with dangerous predators. About the Author Born in 1920, Ray Bradbury was one of the most important writers of the 20th century, particularly in the science fiction genre. Bradbury framed technology and supernatural forces as dangerous and foreboding, which reflected the anxious, uneasy atmosphere of the newly atomic post-World War II world.

Why I want to be a Medical Assistant Essay Example | Topics and Well Written Essays - 500 words

Why I want to be a Medical Assistant - Essay Example One of the major problems in the healthcare industry is the shortage of manpower. At the same time, the number of patients who take shelter in hospitals because of chronic diseases is growing day by day. There are three major reasons which motivated me to select the career in the field of medical assistants: American patients are facing difficulties in communicating properly with foreign hospital staffs, America is losing huge amounts because of outsourcing of clerical and administrative hospital jobs to foreign countries and Medical assistant profession is highly secure and decently paid profession. Most of the people working in American health sector are foreigners. Because of the shortage of Americans in the healthcare industry, patients are facing problems in communicating effectively with the foreigners. It is difficult for an American to communicate effectively with a foreigner, even if the foreigner has some knowledge in English.

Ethics Assignment Essay Example | Topics and Well Written Essays - 1000 words - 2

Ethics Assignment - Essay Example Most assuredly is the fact that making a personal choice to ethics requires much thought, information, and the free will to make such a choice while knowing of the resultant consequences. Indeed, personal ethics affects individuals and their society. Ethics should therefore promote our prioritization and achievement of our core values. Ideally, personal ethics may relate to our religion, virtues, morals, and the community we live in. Personal ethics reflect in ones standards of honesty, courtesy, respect, integrity, trust, harmony, truth, justice, and loyalty (Shay Web). More so, personal ethics vary from one person to another and their effects equally vary. Personally, I believe that my ethics are developing as I grow up. I am an honest, responsible, and respectable person. More so, these are my personal choices that define my personality and my morality. Nevertheless, these attributes have grown with time and various factors propagate the development of these ethics. I think that the development of such ethics comes with time and relate to the environment. For example, I can easily remember that initially I was not an honest person until my teacher and parents sought to intervene in my way of life. My teacher taught me on how to remain honest despite the many possibilities that might force me to compromise. At the same time, my parents ensured that I stick to what is ethical as I grew to an adolescent. Hence, the value of honesty developed in me from my teachers and parents with time. In addition, I relate the development of my personal ethics to the environment where I live. I grew in an environment where the society advocated for the respect of the elderly, law, and leaders. As such, with time I d eveloped this virtue and have since adopted it. Therefore, by interacting with peers and environment that promotes these virtues, it was easier for me to choose them as my environment promoted

Action Research Essay Example for Free

Action Research Essay Abstract This paper reports the results of an action research (RA) on the effectiveness of teaching stories in a new way â€Å"Teaching Stories without Telling Them†. The purpose of this research was to justify that how interactive ways of teaching stories enables students to perform better in the classroom, how the interactive teaching expands the knowledge of both teachers and learners, and how the teacher, at the same time, is teaching and drawing on and learning from the knowledge and experience of the students. That creates an ideal teaching cycle, a self-reinforcing teaching and never ending learning process. Introduction The teacher can choose particular designs and techniques for teaching a foreign language in a particular context. No quick fix is guaranteed to provide success for all classroom situations. Every learner is unique; every teacher is unique; so is every learner-teacher relationship. The teacher’s key task is, therefore, to understand the properties of these relationships and set the classroom environment accordingly. In other countries such as Nepal, students are taught to view their teachers  as an authority and a knows-everything person in the classroom, and this value-based relationship hinders the learners from freely expressing themselves in the classroom. In this firmly established teacher-centered system, it is often offensive for the students to contradict the teacher’s point of view. This unequal classroom relationship is often seen as a cultural disposition. I believe that this is not a new issue. Many published writings have critically looked at it. However, a teacher can always adopt various strategies to increase students’ participation in the classroom activities. In order to justify this possibility, I used a technique that I have termed as â€Å"teaching stories without telling them†. If the stories are carefully chosen, students feel what they do in the classroom is relevant and meaningful to their lives. Moreover, when asked to respond personally to the texts, students become increasingly confident about expressing their own ideas and emotions. The stories involve emotions as well as intellect, which adds to motivation and contribute to personal development. This is in particular very useful where the classroom is often only source of English. Background I’m a new English Teacher at Kaunlaran High School but I have been teaching English for the last four year. The pre-requisite to join this programme is School Leaving Certificate (SLC). Practically, the students who join this course range from SLC graduates to University graduates. I also work at â€Å"English Speaking and Research Club† that runs classes for those who want to improve their speaking skills. Interestingly, the members coming to this Club include school students to professionals and businesspersons. Certainly, the classes in both settings are multilevel in nature. I would like to refer to Hess’s (2002) definition multilevel class is the class in which students vary considerably in their language and literary skills. In my case, students not only differed in language level, but also in age, motivation, expectations, attitude and interest. The Procedure In both places, I began with a pre-test in order to diagnose the learners  level of English. The candidates were tested all their skills – first day reading and writing and the second day speaking and listening. Later they were divided into three groups named as triple five (those scoring less than 50%), triple seven (those scoring between 50-60 %) and triple six (those scoring 60% above) according to their test results; but they were not informed about it. Action plan teaching process Selecting a story: (I selected stories from books available in the market. I purposely chose books that had an appropriate level of difficulty and length.) Briefing the students about the different nature of class: (I told my students that they would have to read the text and be able to answer the questions I would ask them in the class. I did not read the story. My role as a teacher and facilitator was to ask questions very carefully so that I would be able understand the story and students’ role was to make me understand the story.) Giving students the story to read at home as reading assignment: (I gave each student a copy of the same story to read at home.) Grouping the students according to their language proficiency level and carrying out the class: (I asked simple factual questions to below average group i.e. 555; reflective questions to average group i.e. 777; and interpretive and judgmental questions to above average group i.e. 666. This actually engaged every student in the classroom activity. Moreover, they were very attentive when someone was speaking. This various types of questions actually motivated all level students to participate in the classroom activity.) Carry out discussion: (I was very careful while carrying out the discussion. Sometimes the students gave contradictory answers to the same question I asked. In such situation I played a very careful role – I gave the students equal opportunity to justify their answers. My job was to facilitate them to come to an agreeing point.) Giving home assignment: (I gave different tasks to different group – I asked the below average group to write a summary of the story, I asked the average group to imagine one of the characters in the story and write the story from their own perspective. For example, imagine that you are the Brahmin in the story, write a paragraph how these three thieves cheated you. I asked the above average group to interpret t he story using their own feelings and emotions. For example, do you think you would punish these thieves if you  were a judge? Write a very logical paragraph of your argumentations. The students at the beginning were little puzzled but did not express openly. However, they participated very actively in the classroom activities. My primary aim was to promote learner autonomy, by encouraging them to take charge of their own learning (Nguyen, 2005). This became even more interesting as I purposely did not read the story to create a real information gap. If I had read the story, I would already have known everything and then the questions I asked in the classroom would have been merely mechanical ones. For this reason, I claim that the classroom language was authentic. Classroom activity In the classroom, I asked four different types of questions: factual, reflective, interpretive, and judgmental. It is vital that we understand the nature of the different types of question. I have briefly described what they mean and quoted some sample questions I used in my classroom and their respective answers that students gave. They are as follows. a) Factual questions: the questions are very simple and they can pick up the answer from the text very easily such as: T: what is the title of the story? 555: Brahmin and thieves (they can pick from the text) T: How many characters are there? 555: There are four; one Brahmin and three thieves. b) Reflective questions: the types of questions are related with peoples’ emotions, feelings and associations for which the students have to use their won feelings to characters, event and plot of the story such as: T: What could be another suitable title? 777: Brahmin and the goat (they have to associate with the text.) T: why did they try to fool the Brahmin? 777: because they want the goat. c) Interpretive questions: the types of questions are related with meaning,  purpose and values such as: T: Why do you think the title should be Brahmin and goat? 666: Because the goat also has main role in the story. d) Judgmental question: these sorts of questions allow the students to decide their feelings, emotions and response to the topic and discussion they have had together such as: T: Write a very logical description, why do you want to punish one? 666: I should judge very carefully. We all know that if we miss judge then there is no one to help poor people. In this case, any way the Brahmin is (sis) victim †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. In this way, every learner participated in the class. Though the class was multilevel, the task designed for different levels was really challenging. The classroom rule was that only the group was supposed to answer the question, in case they did not answer then other group would answer. As far as the error correction concerned, I did not correct all the errors they made in the discussion. It does not mean that I ignored all the errors. I corrected only global error not the local error. I agree with Brown’s (2000) definition that the local error is clearly and humorously recognized and recommended that they may not be corrected as long as the message is understood and correction may interrupt a learner in the flow of communication. The global error needs to be corrected in some way since the message may otherwise remain unclear and rather ambiguous. I have corrected the errors watching the situation without disturbing in their attempt to produce the language. The result I found a dramatic change in the classroom atmosphere: all trying to say something, listening to others what they say. In fact, I had never had such satisfaction in my class before even though I used pair work, group work and role-play. In this sense, I agree with Nunan’s (as cited in Hiep 2005) suggestion that the teacher should use such activities that involve oral communication, carrying out meaningful tasks and using language which is meaningful to the learners and as well as the use of materials that promote  communicative language use. Such activities helped the learners to find the ways of helping them to connect what is in the text to what is in their minds. One of the major advantages of this approach is that texts can be selected based on the richness and diversity of the language and on the relevance to the English learners who should find them both meaningful and motivating. I refer Nguyen (2005:5) â€Å"Exposing students to varieties of stories let them experie nce not only the beautiful language but also something beyond, such as sympathy with characters and engagement with emotional situations that relate to their actual lives. As a result, I found the activities vital for progress in language learning process. Such discussion certainly enhances students’ ability to pay attention, remember new grammar and vocabulary, process ideas and response appropriately. Moreover, students get enough chances to express their own ideas and opinions and discuss the opinions and ideas of other students. I agree with Byrd and Cabetas (1991:9) ‘by discussing these differences students learn to use English more clearly and to understand it better.† Moreover, they learn to clarify their own ideas, values, perspectives, and learn from others. A major innovation that I have noticed about this technique is to systematically build students’ ability to present their own ideas, opinions and feelings both accurately and confidently. I have particularly focused on maximizing student-talking time and minimizing teacher-talking time in the classroom setting. This action research proved the idea of Breen and Candlin (as cited in Byrd and Cabetas 1991) that the teacher has two roles: the first role is to facilitate the communicative process and to act as an independent participant within the teaching-learning process; second role is that of researcher and learner.

John Maynard Keynes and His Contribution to Economics and America Essay

Introduction With the recent recession John Maynard Keynes and his theories are being debated by millions of Americans, though likely without their knowledge, as his theories have become integral to America’s economic policy. A search of â€Å"John Maynard Keynes† on Google news, limited to just the past week, yields more than 200 results, illustrating the scope of Keynes’ continued influence. Fueled by concerns over unemployment and inflation the debate rages over government’s role in the economy, including regulation of industry, tax rates, and government spending to stimulate the economy. What people are really arguing over are the merits of supply-side economic versus demand-side. Keynes or â€Å"Keynesian economics is based on the notion that government can boost employment or cut inflation by manipulating the demand side of the economy—increasing government spending and expanding the money supply to boost employment and doing just the opposite to hold d own inflation.† â€Å"The two decades between 1919 and 1939 had seen great economic instability.† The economic troubles were being experienced both at home and abroad. In addition to the unemployment plaguing America and other â€Å"major capitalist industrial nations--†¦Britain, France, [and] Germany† —there was also â€Å"nightmare inflation, collapsing banks, [and] agrarian and industrial devastation.† The start of this economic collapse coincided with the end of World War I and the accompanying peace treaty. Keynes, a British economist had been advising his government throughout World War I, including The Paris Peace Conference. He entered the international scene of economics with his 1919 book titled, The Economic Consequences of the Peace. The book captured his views following the Treaty... ...s, 1989. Print. (432) Ibid, 432 "What Was the New Deal?" Franklin D. Roosevelt - American Heritage Center, Inc. 2006. Web. 21 May 2011. . Hofstadter, The America Political Tradition, 442 Subtopics as suggested by Donald Morgan. Qtd In Reich, Economist Keynes, 3 Qtd In "John Maynard Keynes." The Concise Encyclopedia of Economics. 2008. Library of Economics and Liberty. 5 June 2011. . Ibid Hicks, J. R. Mr. Keynes and the "Classics"; A Suggested Interpretation. Econometrica. Vol. 5, No. 2 (Apr., 1937), pp. 147-159 P. 147 "Economics A-Z | Economist.com." The Economist - World News, Politics, Economics, Business & Finance. Web. 22 May 2011. .

Contributors to the Evolution of American Higher Education System

The evolution of Higher Educational System the United States can be attributed from several components. Among these attributes are the 1944 GI Bill of Rights and the appointment of the President's Commission on Higher Education by President Truman in 1946. Such significant contributions not only greatly affected the American Education System during those times but also served as catalysts that continue to benefit the modern society. These also paved the way improvement, acceleration and the widening the system of education as well as has opened opportunities for Americans of past, present and future generations.The significant development of the American higher education system can be traced from the enactment by President Franklin Roosevelt on June 22, 1944 of the â€Å"GI Bill of Rights† which was also called as the â€Å"Servicemen's Readjustment Act of 1944† (cited in Greenberg, 2007, p. 47). The law changed the American economic and social standpoints since among i ts provisions provided veterans of World War II an easy and immediate financial assistance by means of unemployment insurance.Most importantly, the law gave American veterans big opportunities such as vocational and practical activities relating to college learning as well as free access to housing and business loans (Greenberg, 2007). One of the permanent legacies of the GI Bill of Rights is now the ordinary impression that anyone can and should have education irrespective of â€Å"age, sex, race, religion, or family status† (Greenberg, 2007, p. 49). The law was also noted for bringing back the veterans' interest in education, majority of who have not achieved even secondary diplomas because of the World War II.With the provision of a better quality of higher education which the veterans have longed for, the law provided a broad and lasting acceptance of the notion that learning, particularly post-secondary or college education is the Americans' pathway to an improved employ ment and life (Greenberg, 2007). Aside from providing Americans from all walks of life a practical access to higher education, the GI Bill of Rights has also altered the definition of college learning in public awareness starting from 1950s until today.Before the war, the system was characterized mostly by â€Å"private, liberal arts, small-college, rural, residential, elitist, and often discriminatory from institution to institution with respect to race and religion† (Greenberg, 2007, p. 50). However, the current higher education system now is noticeably public that centers on â€Å"occupational, technical, and scientific education, huge, urban-oriented, suitable for commuter attendance, and highly democratic† (Greenberg, 2007, p. 50).At present, the system focuses and offers quality cultural, learning and financial aspects of higher education instead of just authorization of the upper members of the society. Lastly, the law is best noted as one factor that led to tre mendous social change. Since there was shake up of perspectives as regards â€Å"sex, religion, and race,† the law subjected even the ordinary Americans to liberated ideas of the society by means of higher education (Greeberg, 2007, p. 51). Meanwhile, a lot of veterans returned to college or post-secondary education in 1946.The heavy influx of students and industrialization of the economy, however, overstressed the system, curriculum and facilities. Additionally, the increasing number of war veterans studying again aggravated the existing educational problems being experienced by regular college students. This is because the group of veterans has to struggle it out with the American youth in their pursuit of a quality higher education. Hence, both the two groups increased the demands of college education.However, government assets and means of instrument are unable to adapt with the requirements such as an increased enrollees as well as variety of needs and involvements of bo th the veterans and youth as college students (Alexander, 1998). With the above situation in 1946, President Truman established a â€Å"President's Commission on Higher Education† and said that â€Å"we should now reexamine our system of higher education in terms of its objectives, methods, and facilities; and in the light of the social role it has to play† (President's Commission on Higher Education, 1947).The committee was composed of 28 prominent and outstanding Americans such as professionals and laymen like George F. Zook. The group immediately worked and in December of 1947, made a 377-page report titled â€Å"Higher Education for American Democracy† which was composed of six volumes under the following titles: â€Å"Establishing the Goals, Equalizing and Expanding Individual Opportunity, Organizing Higher Education, Staffing Higher Education, Financing Higher Education and Resource Data† (President's Commission on Higher Education, 1947, pp.1-3, 5- 8, 25-29, 32-39, 47-49). With a task to carry out what President Truman has said and define the obligations of colleges and universities, the commissions worked it out with the said educational facilities but were initially unsatisfied with the results. This is because education experts noted an apprehensive sense of failure or defect in the system. They also felt that the facilities are unable to keep up with the pace of the ever-changing state of the system as the society.Additionally, they see a need to re-pattern everything in order to meet the needs and address the concerns of the veterans and youth students which eventually will bring out the effectiveness of the modern education and system and society Moreover, the escalating desire of Americans to aspire for college education and critical necessity for such effective system became the determining factors for the need to improve the execution of the conventional tasks.This, in effect, eventually enabled the system, to assume the new challenge such the as re-entry in college of war veterans as the growing number of youth students, who are both motivated to improve their worth as a free and educated Americans (Alexander, 1998). The above-cited commission and measure are both significant as they greatly contributed on the evolution of the American Higher Education System. This is because the improved system of American higher education enabled the achievement of a more quality of living and democracy in the country for the reason that the benefits equally extended to all citizens.The GI Bill of Rights and 1947 President's Commission on Higher Education have proven their existence and worth because they paved the way for renouncing the unfair education practices of discrimination and separation. Moreover, the said two contributors have resulted in leaders' realization of the importance of quality and accessible college education system and equal opportunities in life. Ultimately, higher education system sho uld be targeted at weakening as well as getting rid of learning discrimination and eventually establishing attitude that will offer the system freely accessible to all Americans. ReferencesAlexander, F. K. (1998). The President's Commission Higher Education for Democracy, 1947. The American College and University EOL 474. Retrieved June 20, 2008 from University of Illinois at Urbana-Champaign database. Greenberg, M. (2007). The GI Bill of Rights. Historians on America: Decisions that Made America (pp. 46-54). Washington, DC: U. S. Department of State's Bureau of International Information Programs President's Commission on Higher Education. (1947). Higher Education for American Democracy: A Report of the President's Commission on Higher Education. Washington, D. C. : Government Printing Office.a

Alice Walker Uses Symbolism to Address Three Issues Essay

Born on February 9, 1944 in Eatonton, Georgia, Alice Malsenior Walker was the eighth and youngest child of poor sharecroppers. Her father’s great-great-great grandmother, Mary Poole was a slave, forced to walk from Virginia to Georgia with a baby in each arm. Walker is deeply proud of her cultural heritage. In addition to her literary talents Walker was involved in the civil rights movement in the 1960’s, walking door-to-door promoting voter’s registration among the rural poor. Walker was present to see Martin Luther King’s â€Å"I have a dream† speech. â€Å"In August 1963 Alice traveled to Washington D. C. to take part in the March on Washington for Jobs and Freedom. Perched in a tree limb to try to get a view, Alice couldn’t see much of the main podium, but was able to hear Dr. King’s â€Å"I Have A Dream† address. † (Alice Walker Biography) Walker is a vegetarian involved in many other issues, including nuclear proliferation, and the environment. Her insight to African American culture comes from her travel and experiences in both America and Africa. Walker is an activist regarding oppression and power, championing victims of racism and sexism. After her precedent setting, and controversial thirteen-year marriage to a white, Jewish, civil rights lawyer, Alice fell in love with Robert Allen, editor of â€Å"Black Scholar. † â€Å"She is currently living in Mendocino, California and is exploring her bi-sexuality. † Alice Walker’s first novel, â€Å"The Third Life of Grange Copeland† was published the week her daughter was born. Walker received praise for this work, but also criticism for dealing too harshly with the male characters in the book. Walker’s best-known novel, â€Å"The Color Purple† won the Pulitzer Prize in 1982, and was made into a movie. Walker was the first black author honored by a Pulitzer. In Celie’s letters to God, she tells her story about her role as wife, mother, daughter, and sister, and other women who help shape her life. Walker portrays Africa in a positive way, and looks to it as a form of artistic and ideological expression. Walker was also criticized for her portrayal of men, often as violent rapists and wife beaters. Even as she portrays men, often in a bad light, she likes to focus on the strength of women. In her story, â€Å"Everyday Use† Alice Walker uses symbolism to address three main issues: racism, feminism and the black American’s search for cultural identity. The story â€Å"Everyday Use† is set in the late ’60s or early ’70s and the setting is an impoverished home in Georgia. The critical analysis of â€Å"Everyday Use† from the web site Sistahspace presented the following interpretation: This was a time, when African-Americans were struggling to define their personal identities in cultural terms. The term â€Å"Negro† had been recently removed from the vocabulary, and had been replaced with â€Å"Black. † There was â€Å"Black Power,† â€Å"Black Nationalism,† and â€Å"Black Pride. † Many blacks wanted to rediscover their African roots, and were ready to reject and deny their American heritage, which was filled with stories of pain and injustice. â€Å"Alice Walker is, as David Cowart argues, â€Å"[satirizing] the heady rhetoric of late ’60s black consciousness, deconstructing its pieties (especially the rediscovery of Africa) and asserting neglected values† (Cowart, 182). â€Å"The central theme of the story concerns the way in which an individual understands his present life in relation to the traditions of his people and culture. † (Sistahspace) â€Å"Everyday Use† depicts a poor, illiterate black mother who rejects the shallow Black Power ideals of her older, outspoken daughter, Dee, in favor of the practical values of her younger, less privileged daughter, Maggie. Mama is the orator, and like griots from tribes in Africa, she perpetuates the oral traditions and history of the family. Mama’s upbeat self-image in spite of little formal education, leads the reader to feel the intense pride she has in maintaining self-sufficiency. As discussed in David White’s critical analysis of (â€Å"‘Everyday Use†: Defining African-American Heritage), Mama’s lack of formal education does not prevent her from formulating a sense of heritage unattached to the â€Å"Black Power† movement held by her, purportedly educated, daughter Dee. Mama’s daughter, Dee (Wangero), has a much more superficial idea of heritage. She is portrayed as bright, beautiful, and self-centered. Maggie is the younger daughter, who lives with Mama. She is scared and ashamed, lying back in corners, cowering away from people. (White, David) (â€Å"‘Everyday Use’: Defining African-American Heritage. â€Å") Maggie understands her heritage, and appreciates the significance of everyday things in the house. She is uneducated, and not in the least outspoken, and is unable to make eye contact. Maggie has stooped posture and walks with a shuffle, this, combined with her inability to look you in the eye, points to her vulnerability in dealing with newfound black rights. Mama’s daughter Dee, who is portrayed as quite successful, has come home to visit and display her new African style heritage. Dee has adopted things African and has changed her name to Wangero. As she handles the everyday articles fashioned and used by previous generations, she believes they should be displayed to her white girlfriends, especially the old quilts made by Mama, her sister and her mother. Mama has promised the quilts to Maggie but Dee says, â€Å"Maggie does not understand their value and would just put them to everyday use. † (Walker, â€Å"Everyday Use†) Mama must decide which daughter should receive the family quilts. Finally, Mama realizes that her daughter, Maggie, has a closer connection with her view of family history than Dee does and gives her the quilts. This is the first time Mama has asserted any authority over Dee. On a deeper level, Alice Walker is exploring the concepts of racism and the evolution of Black Society following the end of slavery, through the era of Martin Luther King, and finally to the Black Power movement in the late 1960’s and early 1970’s. Maggie, Mama, Dee/Wangaro and Hakim-a Barber, symbolize this. Mama is illiterate, because her school closed when she was in the second grade. The role of black Americans in the late 1920s is best illustrated by Mama’s line, â€Å"School was closed down. Don’t ask me why: in 1927 colored asked fewer questions that they do now†¦ † (Walker, â€Å"Everyday Use†) When Mama describes the old house, burning down it symbolizes the ending of slavery and the decreed civil rights. The scars that Mamma’s daughter Maggie, bear are representative of the pain of the past and difficulty in moving from the role of subservience to equality. Maggie has difficulty looking â€Å"you† in the eye just as the American Negro had difficulty moving from the subservient role to peer in dealings with whites. Maggie’s head down on the chest at first appears as an as shame for her scars from the house fire, but they come to symbolize a person caught in the old black paradigm, unable to embrace newfound freedoms in society. The fire of slavery has damaged Maggie and she resigns herself to a transitional cultural existence, neither old nor new. Mama represents the ideals of Martin Luther King through her dream of going on the Johnny Carson show to meet Dee. She embraces the idea of this fantasy and takes pleasure in replaying it in her mind. Ultimately, Mamma is thrust back to the reality that it will never happen, just as she seems to resign herself to the fact that King’s dreams are not real for her generation but for the next.

Marketing and Dove Essay Example

Marketing and Dove Essay Example Marketing and Dove Essay Marketing and Dove Essay The brand refused to call its product a soap for 40 years and insisted that it was something entirely new. This hints that it could have tried to be a pioneer in a new category of the health and beauty sector thus aiming for central positioning. Nevertheless, the brand was considered by the target market as soap with a unique value proposition, I. E. Allowing oneself to clean the skin without drying out. Thus, it was positioned differentiated offering a unique benefit in an existing product category that allowed it to be distinguished from other brands. Dove chose a product-as-hero positioning with regard to other brands. The marketing campaign pronounced the functional benefits f the product, illustrating how the attribute that differentiated Dove from other competitors (cleansing cream) was added to the soap. The brand provided two main benefits to the consumer: cleaning and moisturizing. While cleaning is the primary benefit that triggers action by a consumer (realizing dirtiness / need to clean), moisturizing is a secondary benefit that sets Dove apart from competitors and addresses an existing problem in the sub-category of soap bars. The need to clean oneself while not drying out is deliverable by Dove as indicated in the marketing campaign due to the product attribute of 25% cleansing cream. Finally, the uniqueness of the brand is purely defined by the moisturizing effect. The Dove campaign for its beauty bar put a strong focus on the benefit of its products. With respect to the a-b-e model, a combination of baby and e- b was chosen to stress the key benefit of not drying the skin when using the soap to clean oneself. Illustrating the attribute of added cream to the product is used to support this benefit (bob). This is communicated in the second part of the main message of the campaign (Dove soap doses t dry your skin because it s one quarter cleansing cream). Furthermore, he negative emotion attached to having dry skin when using traditional soap bars is addressed in the first part of the campaign message. The negative emotion attached to dry skin is dispelled with the benefit of the Dove soap (e- b). Mastermind era When Milliner decided that Dove would become a Mastermind, one thing that product. As a Mastermind, many different brands with differing product attributes were combined under the umbrella of Dove. Thus, focusing on a single functional product benefit was no longer possible as there were many different ones and Dove changed to representing a general point of view. This point of view would be developed with the campaign for real beauty. The brand was positioned as differentiated once again in the health and beauty sector. This time however, it did not do so based on a unique product feature but rather based on their point of view on beauty which was vastly different from the rest of beauty brands in the industry. While the beauty industry traditionally presented an unattainable stereotypical image of beauty in marketing campaigns (young, white, blonde, thin) Dove chose to start a campaign addressing all the women that had problems with their self-esteem as they did not feel beautiful. Dove started to develop marketing campaigns using more realistic women with different shapes, sizes, ethnicities and age groups. This change from aspiration to reality was the aspect of the brand that differentiated it within the product category. As a Mastermind, Dove no longer pursued a product- as-hero positioning due to the already mentioned fact that it combined a large variety of products with different benefits. It rather decided to choose a user-as-hero positioning placing their target market at the center of the campaign. The feelings of women having problems with low self-esteem were central to the marketing strategy ND many different customers were portrayed in different parts of the campaign (Tick-Box, Six real women, Daughter-film, Evolution etc. ). The benefit that the brand was offering was real beauty as it tried to make women feel beautiful that currently din t do so. To the target market this was a highly important benefit as the studies conducted by Dove showed the large percentage of the population that actually faced self-esteem challenges related to beauty. As it portrayed realistic images of women in their campaigns and how Dove could change how they felt about themselves the rand managed to show that it could actually deliver the benefit of making women feel better about themselves. Finally, as it was the only brand that chose to market this benefit was also unique distinguishing Dove from the traditional approach of beauty brands. Question 2: How was the meaning of the Dove brand controlled in the age of mass media? How is it controlled in the era of Youth and other interactive media? The use of mass media such as billboards, magazines, radio, television or newspapers allows for a higher level of control over the transported marketing message than the SE of interactive media such as blobs, networks or other internet platforms. During the functional era, Dove communicated the benefit of its products through mass media and was able to exert a high level of control over the meaning of the Dove brand that reached the target market. It was a one-way communication with Dove transporting the meaning of its brand to the customers and controlling what exactly it wanted the target market to see, hear and associate with the brand. Dove also controlled who would receive the message to a great extent as it knew its target audience as well as its target market and the channels through which it could reach of male-dominated sport such as the Super Bowl since the audience would have had very little in common with the mainly female target market. When Dove switched to including interactive media into its communication strategy the level of control it had on the meaning that was associated with the brand decreased. With interactive media, the audience exposed to Dove advertising and anything associated with the Dove brand has the possibility of giving immediate feedback to the message. As an example, an advertising film on Youth, such as the Dove Evolution ad, can receive instant feedback from anyone who has seen it through commenting and like-button tools. Thus, anyone viewing the video after feedback has been given will not be exposed to the original and pure marketing message that Dove had communicated with its film. Rather the message received by subsequent viewers will be altered by the feedback of previous ones. This means that one difference from mass media to interactive media is that Dove cannot be sure to transport its originally desired and clean message that it wants to communicate to the target audience about the meaning of the brand. Thus, advertising had changed from a one-way communication to a two-way communication in which the audience added to the brand meaning that was transported. Furthermore, the use of interactive media can result in a much faster and more extensive spreading of the message than mass media. The people that ultimately get exposed to a marketing campaign could be highly different from the audience that the campaign had been planned for. However, in the case of Dove this loss of control over the receivers of a marketing campaign is not a great problem but rather an advantage. This is due to the fact that the target audience of the real beauty campaign was a lot larger than the target market. While the market that Dove wanted to tap into and ultimately buy its products did increase to include females of all age groups, shapes and sizes as compared to the more narrow approach from the functional era, the target audience increased to a far greater extent. Dove intended to start a public debate about beauty within all areas of society and thus wanted to reach all people in America with their campaign. They wanted people to become aware of the self-esteem challenges hat women faced in connection with the unattainable image that the beauty industry tended to portray in advertising. After becoming aware of this problem, Dove wanted the target audience of its campaign to think about and start discussing this issue. Therefore, the fact that the campaign could be spread rapidly with the interactive media used turned out to be a favorable factor as more people would be talking about the self-esteem issue on blobs and social networks. With respect to this issue it is important to notice that Dove continuously tried to fuel the debate and keep it alive. This was the brand s way to exert a certain level of control over the meaning of Dove. As long as people were talking about the beauty issue they would also be connecting it with the meaning that Dove intended to stand for. Concluding it can be said that overall the level of control that Dove could exert on the meaning that was transported about the brand was significantly lower after the switch to interactive media. In the functional era Dove fully controlled the meaning of the brand that was transported to the target audience simply through changes in advertising (slogan, images, channels used etc. As the communication was purely adapt to the audiences feedback to control the original message of the brand while also fueling the beauty debate to raise brand awareness. Question 3: Is the Dove brand out of control? Is Dove making a risky bet? The strategy of employing interactive media instead of traditional mass media to market the real beauty campaign was undoubtedly risky. But even though the level of control that Dove can exert over the meaning of its brand that is transported to the audience it is not completely out of control. Dove was able to raise brand awareness to a far rater extent than it could have done through the use of mass media mostly by allowing itself to let go of completely controlling the communicated message and shifting part of it towards the consumer. Of course this was largely helped by the fact that Dove did not simply transport the meaning of its brand but rather start a public debate in society that went beyond the use of Dove products. It tried to make people think and debate about the meaning of real beauty and shift perception from the unattainable and aspiration beauty image portrayed by the majority of the industry towards real beauty. The key lay in making the audience connect this debate about beauty with the Dove brand. As long as this was the case and as long as the debate would continue to go on the brand had achieved its goal. Thus, it can be said that while the risk was definitely given it was also controllable. Dove knew the large number of females that had problems with their self-esteem so it knew that it only had to spread the message of real beauty far enough for enough of these women to react to it. The choice to include interactive media was therefore a very reasonable and rational decision as it helped to spread the message farther and more rapidly Han mass media could have done. As Dove knew that there were enough women out there to care about the message that it was sending, the only real risk was that the audience would not believe that the brand was really caring about these women. Authenticity was the key issue and it was crucial that people believed that Dove was serious in trying to change the way women felt about themselves and their self- esteem problems. In my opinion, Dove did an exceptional Job in communicating the brand s authenticity about the issue and this was the key to the success of the campaign. Whenever there were doubts about the campaign Dove did not retreat from the issue but instead went one step further and communicated the self-esteem challenges of women and the switch from aspiration to reality even in a more pronounced way. Dove was not afraid of losing the aspiration element and thus the incentive of customers to buy the brand. Instead it answered to the concerns with the highly emotional daughter-film. Dove was also unafraid to communicate its message to the male-dominated Super Bowl audience. It did not assume a defensive position upon meeting criticism and to its campaign from news reporters and nonusers but rather embraced the critique to fuel the beauty debate even further. Finally, it also did not retreat from walking-the-talk and investing funds in the establishment of the Dove Self Esteem Fund to actively help young women with their problems. All of these steps were necessary to convince the target audience about the authenticity of the brand and ultimately allowed Dove to keep control over the had no choice but to acknowledge that Dove was serious about the important issue of women s self-esteem and therefore whatever alteration was done it could not change the meaning of the brand to spin out of control.

Kinetic Molecular Theory of Gases

Kinetic Molecular Theory of Gases The kinetic theory of gases is a scientific model that explains the physical behavior of a gas as the motion of the molecular particles that compose the gas. In this model, the submicroscopic particles (atoms or molecules) that make up the gas are continually moving around in random motion, constantly colliding not only with each other but also with the sides of any container that the gas is within. It is this motion that results in physical properties of the gas such as heat and pressure. The kinetic theory of gases is also called just the kinetic theory, or the kinetic model,  or the kinetic-molecular model. It can also in many ways be applied to fluids as well as gas. (The example of Brownian motion, discussed below, applies the kinetic theory to fluids.) History of the Kinetic Theory The Greek philosopher Lucretius was a proponent of an early form of atomism, though this was largely discarded for several centuries in favor of a physical model of gases built upon the non-atomic work of Aristotle. Without a theory of matter as tiny particles, the kinetic theory did not get developed within this Aristotlean framework. The work of Daniel Bernoulli presented the kinetic theory to a European audience, with his 1738 publication of Hydrodynamica. At the time, even principles like the conservation of energy had not been established, and so a lot of his approaches were not widely adopted. Over the next century, the kinetic theory became more widely adopted among scientists, as part of a growing trend toward scientists adopting the modern view of matter as composed of atoms. One of the lynchpins in experimentally confirming the kinetic theory, and atomism is general, was related to Brownian motion. This is the motion of a tiny particle suspended in a liquid, which under a microscope appears to randomly jerk about. In an acclaimed 1905 paper, Albert Einstein explained Brownian motion in terms of random collisions with the particles that composed the liquid. This paper was the result of Einsteins doctoral thesis work, where he created a diffusion formula by applying statistical methods to the problem. A similar result was independently performed by the Polish physicist Marian Smoluchowski, who published his work in 1906. Together, these applications of kinetic theory went a long way to support the idea that liquids and gases (and, likely, also solids) are composed of tiny particles. Assumptions of the Kinetic Molecular Theory The kinetic theory involves a number of assumptions that focus on being able to talk about an ideal gas. Molecules are treated as point particles. Specifically, one implication of this is that their size is extremely small in comparison to the average distance between particles.The number of molecules (N) is very large, to the extent that tracking individual particle behaviors is not possible. Instead, statistical methods are applied to analyze the behavior of the system as a whole.Each molecule is treated as identical to any other molecule. They are interchangeable in terms of their various properties. This again helps support the idea that individual particles dont need to be kept track of, and that the statistical methods of the theory are sufficient to arrive at conclusions and predictions.Molecules are in constant, random motion. They obey Newtons laws of motion.Collisions between the particles, and between the particles and walls of a container for the gas, are perfectly elastic collisions.Walls of containers of gases are treated as perfectly rigid, do not move, and are infinitely massive (in comparison to the particles). The result of these assumptions is that you have a gas within a container that moves around randomly within the container. When particles of the gas collide with the side of the container, they bounce off the side of the container in a perfectly elastic collision, which means that if they strike at a 30-degree angle, theyll bounce off at a 30-degree angle. The component of their velocity perpendicular to the side of the container changes direction but retains the same magnitude. The Ideal Gas Law The kinetic theory of gases is significant, in that the set of assumptions above lead us to derive the ideal gas law, or ideal gas equation, that relates the pressure (p), volume (V), and temperature (T), in terms of the Boltzmann constant (k) and the number of molecules (N). The resulting ideal gas equation is: pV NkT

Strategic Management and Leadership Essay Example | Topics and Well Written Essays - 3500 words - 12

Strategic Management and Leadership - Essay Example To acquire more customers and retain them the company has broaden its marketing strategies. The company has put huge effort to enhance the value of the company. John Lewis partnership firm has also implemented many ways to measure the success of the company. There are many factors which help the company to achieve its goal and objectives. John Lewis did partnership with Waitrose which facilitated the company to generate more revenue. John Lewis Partnership has expanded its business to Philippines. This helped the company to acquire more international customers and make its strong position in international market. The organization maintains good relationship with its customers. By this process the company is able to enhance its customer base. The innovative culture of this firm helps it’s to motivate and satisfy its employees. Advanced technologies are used by this organization to perform its business functions. The leadership style of this company motivates the employees to de liver their work efficiently. John Lewis Partnership has developed many new strategies to improve and update their business process. The employee ownership is considered as the key to success of John Lewis partnership. John Lewis partnership have the ability to adapt according to the change in the technology and due to its fast adaptability it is being considered as the most renowned The concerned company uses various key performance indicator for monitoring and measuring the performance of the company . The sales growth is considered as the key factor for determining the performance of the market. The return on capital employed of the company has increased more than 8%. Gross sales of the company has enhanced in 2014 as compared to the previous year. Gross sales measure the density of sales of the company. It is considered as the key indicator for determining the profitability of the company. John Lewis partnership has experienced a growth in its operating margin in the

Corporate Social Responsibility Policy of Multi National Corporations Essay

Corporate Social Responsibility Policy of Multi National Corporations - Essay Example World Business Council for Sustainable Development defines Corporate Social Responsibility (CSR) as "The continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as of the local community and society at large." The European Commission advocates that CSR not only means fulfilling legal expectations, but also going beyond compliance and investing more into human capital, environment and relations with stakeholders." The need for Multi National Corporations to adopt Corporate Social Responsibility and implement it in spirit is immense in the current business scenario. The competition and corporate warfare in the business environment not only makes their focus very self-centered, but also robs them off all the attention they need to provide in the social context. It is this mad race, which needs to be controlled. It is because competition can catalyze the de-structuring of the social edifice based on values, morals and a sense of social responsibility. There have been grave losses to the environment, people and their lives as more and more MNCs are diversifying their areas and reach of operation. It is this concern that triggers a major thought process to streamline this chaos. Some method in this madness can only creep in if these big corporations begin to understand their role in a larger and more responsible perspective. The gamut of this perspective should not just limit to the stakeholders a lone, but involve the society as a whole. Survey of literature There have been many researches and studies on the concept of 'Corporate Social Responsibility'. There are many schools of thought on the subject. Some studies call CSR as an extension of the brand-building effort of the companies, while others attach a serious functional connotation to the concept. The Green Paper (2001) by the Commission of the European Communities identifies two main dimensions of CSR. One is the internal dimension that relates to the internal functions and processes of a company. The external dimension involves the external stakeholders. Several research-based studies have discussed the concept of 'Corporate Social Responsibility'. The different schools of thought explain it based on different experiences and consequences. One school of thought emphasizes on the model of collective action. According to Jarusri Jiravistakul of the Kenan Institute, who conducted studies on the collective action/institution model and its implementation in Thailand, Egypt and Indonesia the concept of CSR has succeeded in terms of business practices, environmental management and capacity development. This particular perspective talks about the operations of business enterprises as they affect a wide spectrum. The resources they make use of are not limited to those of the proprietors and the impact of their operations is felt by so many people who are in no way connected to them. They affect the shareholders, the suppliers of resources, the consumers, the local community and the society at large. George Goyder in The Future of Private Enterprise argues, "Industry in the twentieth century can no linger be