Temple Grandin

Gleidys Reyes ENGL 1010-307 Professor Mowry Research Essay 4/9/11 Temple Granding Topic Sentence: Temple Grandin is an autistic scientist, inventor and writer who was born to revolutionize the handling of livestock and the understanding of autism. I. Three different stages in her life A. Childhood B. College Education C. Professional career II. Difficulties with autism during childhood D. Symptoms of autism E. Her mother’s efforts to help her F. Creation of squeeze machine III. College education and exposure to farm animals G. Universities she went to H. Interest for farm animalsI. Creation of curve chute IV. Achievements throughout her career and contributions to livestock industry and to autism V. Conclusion Gleidys Reyes ENGL 1010-307 Professor Mowry Research Essay 4/9/11 Temple Grandin Since the begging of time, the humane kinds have witnessed the existence of genius minds. Albert Einstein, Charles Darwin, Galileo Galilee and many others are all examples of geniuses that w ere born to revolutionize their area of expertise. Fortunately, in today’s days these kinds of geniuses continue to exist, and among these contemporaneous geniuses there is a pecial woman disserving mentioning. Her name is Temple Grandin, an autistic scientist, inventor and writer that was born to revolutionize the handling of livestock and the understanding of autism. Since about six month old temple grandin displayed the typical symptoms of autism: a neurological disorder that affects the brains’ normal development causing lack of language, lack of sensory/motor processing, noise sensitivity, fixation on rotating objects, and sensitivity to physical touch. Since her diagnosis temple’s mother directed all her effort to improving her daughter’s life.She took the time to search for schools where the staff was capacitated to deal with her daughter special needs; she hired a special care giver to play with temple to prevent her from immerging into the autist ic world; and she enrolled her in speech therapy. Thanks to all these efforts and to her constant dedication and tutoring, temple learned to speak and read. As temple entered puberty, she was frequently found on a state of constant panic and stress triggered by her oversensitivity to sounds, to images and to touch.Looking for some release to her symptoms, grandin parted to her aunt’s cattle ranch in Arizona. In the ranch, while looking at cows entering a squeeze chute, temple realized that cattle’s anxiety went way once they entered the chute. Intrigued by this fact, she decided to enter the chute and tried it out onto herself. While she was being hugged by the mechanical devise, she found herself on a state of relaxation she had never been before.Since she was unable to tolerate touch and having found something that attained to release her symptoms, temple immediately built her own chute, which she later called ‘the squeeze machine. ’ Temple has said that the squeeze machine gave her physical comfort and helped her to connect with her mother and to feel sympathy toward others. Today, a more advance version of the squeeze machine is used to treat autistic and developmentally disable children in many centers along the United States (Grandin, Temple).When she finished high school, Grandin entered Franklin Pierce College where she graduated with honors and earned a B. A. in psychology. Then, she enrolled at Arizona State University to continue her career as a psychologist. Nevertheless, during academic years 1970-72 she worked at different livestock facilities where she began to notice certain similarities between cows and her autistic condition: cows just like her, thought in pictures and experienced moments of intense anxiety and stress. Fascinated by this iscovery, she resolved to switch her master’s to animal science. In 1975 she finished her master’s degree, which she followed by a Ph. D. in animal science from the Un iversity of Illinois in 1989, and in 1980 she opened her own company, Grandin livestock handling system incorporated. Because during her previous jobs temple saw firsthand the methods used to kill livestock and understood cattle’s fears and anxieties at slaughterhouses, she dedicated her genius to designing what she calls â€Å"humane slaughter systems. This is temple’s term to refer to livestock handling systems that reduce livestock pain, discomforts and fears along their lives in farms and meat plants as well as during their execution in slaughter houses. One of her most significant contributions to livestock has been the curve chute she designed in 1986. The chute, among other things, prevents cattle from seeing people, shadows, trucks and other factors that scare them and increase the animals stress during their last minutes. With the curve chute, therefore, cattle remain calm and die peacefully.Since the curve chute came out, it’s advantages and benefits were recognized, and quickly became the only handling system at meat processing plants in the United States and in countries such as Canada, Mexico, England, and Australia (â€Å"Grandin, Temple†). Temple success with livestock is in part accredited to her autism, which allows her to see in pictures. â€Å"My mind Works just like Google for images. I don’t think in the abstract at all, everything in my life is organized visually† (Qtd. in Vansickle).This ability enables her to connect to farm animals and visualize major problems, which she then improves in her creations. In addition, Temple believes that because animals give humans so much they should be treated with respect up until their death. Among her most weighty achievements on this matter figure: an objective scoring system to ensure humane handling of cattle and pigs at meat processing facilities, procedures to reduce animals’ sickness and death, hundreds of articles and training videos that expl ain and demonstrate proper livestock handling, and several books on the same subject.She also developed the American Meat Instituted animal welfare auditing program, which is the first program in the United States to monitor and supervise proper slaughtering processes and the total number of incorrectly stunned animals. Although grandin’s work focuses more on livestock behavior, she is also well-known for her contributions to autism. She has written many articles and lectured endlessly about her experience with autism, and based on her experience scientists have developed new treatments and procedures for autistic children.Besides, she wrote her story about her live with autism in her autobiographic books, Emergence: Labeled Autistic as well as in Thinking in Pictures and Other Reports from My Life with Autism (Vansickle). Temple Grandin besides being the most known autistic adult in the world, is one of the most influential and respected names in her field. Time Magazine acc redited this by including her among the 100 most influential people in the world. Her work has been awarded with numerous honors such as â€Å"Who's Who of American Women in 1990, Humane Award from the American Veterinary Medical Association, and Richard L.Knowlton Innovation Award from Meat Marketing and Technology Magazine† (Vansickle). Currently, Doctor Grandin spends her days teaching at Colorado State University and consulting with the livestock industry on facility designs, livestock handling, and animal welfare. Works Cited â€Å"Grandin, Temple. † Current Biografy 1994: n. pag. Biographies Plus Illustrated. . Web. 9 Apr. 2011. Vansickle, Joe. â€Å"Temple Grandin. † National Hog Farmer 15 May 2007: 28-30. Academic Rearch Premier. Web. 9 Apr. 2011.

Integreted Marketing Communication in Cadbury

What is Integrated Marketing Communications  (IMC)? Integrated Marketing Communications  (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message. Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations direct marketing, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness.Integrated marketing communications (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message. Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relatio ns direct marketing, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness.IMC is becoming more significant in marketing practice because of the reduced cost effectiveness of mass media and media fragmentation. As consumers spend more time online and on mobile devices all exposures of the brand need to tie together so they are more likely to be remembered. Increasingly the strategies of brands cannot be understood by looking solely at their advertising. Instead they can be understood by seeing how all aspects of their communications ecosystem work together and in particular how communications are personalized for each customer and react in real time, as in a conversation.Brand strategies and their tactics can be viewed on the  Integrated Brands  site. Cadbury Profile:- About Cadbury’s Dairy Milk: Long ago in 1866 the Cadbury brothers were busy pioneeringtheir  d rinking  chocolate  recipe. However,  they  wanted  to  givetheir chocolate fans more. 30 years went by with the brothers dreaming up new ideas and then inspiration struck. What would happen if you put fresh milk into chocolate? That’s why since1905, Cadbury Dairy Milk still contains a glass and a half of fresh milk in every half pound  of milk chocolate.Cadbury  Dairy  Milk  is  full  of  beans, Cocoa beans to  be  precise. And all from one place: Ghana. They believe that Ghanaian beans are  so  delicious  that  we’re  happy  to  pay  premium  prices  for them. They think it’s worth it to give us that unique Cadbury Dairy Milk taste that we all love so much. Everyone  knows  the not  so  secret  ingredient  of  how Cadbury Dairy Milk is made so creamy. However, not many people knowhow dairy milk chocolate is made so chocolatey. It’s all thanks to the beautiful tropical country of Ghana in We st Africa that helps make our Cadbury Dairy Milk taste  so special.The Cadbury’s dairy milk contains a whole glass and a half goes into every single half pound of chocolate. That’s why it tastes so delicious and that’s why is named  as Cadbury’s dairy milk. Cadbury Dairy Milk, produced in Bournville UK, uses fresh liquidmilk sourced from dedicated dairy farmers in the UK. CadburyDairy Milk is also produced in Ireland and uses fresh, liquid Irishmilk to create the unique  chocolate taste. INTRODUCTION Cadbury is a leading global confectionery company with an outstanding portfolio of chocolate, gum and candy brands.They employ around 50,000 people and have direct operations in over  60 countries, selling their products in almost every country around the world. In India, Cadbury began its operations in  1948 by importing chocolates. After 60 years of  existence, it today has five  company-owned manufacturing facilities at  Thane, Induri (Pune ) and  Malanpur (Gwalior),Bangalore and Baddi (Himachal Pradesh) and 4 sales  offices (New Delhi, Mumbai, Kolkota and Chennai). The corporate office is in Mumbai. their core purpose â€Å"creating brands people love† captures the  spirit of what they are  trying to achieve as a  business. hey collaborate and work as teams to convert  products into brands. Simply put, they spread happiness! Currently Cadbury India operates in  four categories viz. Chocolate Confectionery, Milk Food  Drinks, Candy and Gum category. In  the Chocolate Confectionery business, Cadbury has  maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk  ,  5 Star  ,  Perk  ,Eclairs and Celebrations. Cadbury enjoys a value market share of over 70% – the highest Cadbury brand share in the world!Our  flagship brand Cadbury Dairy Milk is considered the â€Å"gold standard† for  chocolates in India. The pure taste of  C DM defines the chocolate taste for the  Indian consumer. In the Milk Food drinks segment their main product is  Bournvita  Ã¢â‚¬â€œ the leading Malted Food Drink (MFD)in the country. Similarly in the medicated candy category Halls is the undisputed leader. they recently entered the gums category with the launch of  our worldwide dominant bubble gum brand Bubbaloo. Bubbaloo is sold in  25 countries worldwide. Since 1965 Cadbury has also pioneered the development of cocoa  cultivation in India.For over two decades, they have worked with the Kerala Agriculture University to undertake cocoa research and released clones, hybrids that improve the cocoa yield. Their Cocoa  team visits farmers and advises them on the cultivation aspects from planting to harvesting. They also conduct farmers meetings & seminars to educate them on Cocoa cultivation aspects. their efforts have increased cocoa  productivity and touched the lives of thousands of farmers. Hardly surprising then th at the Cocoa tree is  called the Cadbury tree! Today, they  are poised in  their leap towards quantum growth.Cadbury is world's leading Confectionery Company. HISTORY:- 1948  Ã¢â‚¬â€œ The Company was incorporated on 19th July, as a private  limited company under the name of Cadbury-Fry (India) Private Limited and commence business soon thereafter. Manufacturing facilities were setup gradually. 1964  Ã¢â‚¬â€œ The Company undertook at its own cost and responsibility the development of cocoa growing in the country. A specialist cocoa advisory service was created. A cocoa research centre was also created together with seeding nurseries and  distribution centers. – Through its subsidiary, Induri Farm Ltd. the Company had set up facilities near Pune to breed cattle that would give improved yield of milk at economic feeding costs. 1967  Ã¢â‚¬â€œ Cadbury introduced the `Five Star and Gems' chocolates in 1967 and  1968 respectively. 1977  Ã¢â‚¬â€œ The name of the C ompany was changed from Cadbury-Fry (India) Pvt. Ltd. , to Cadbury India Pvt. Ltd. ,on 7th  June. It was converted into A public limited company on 11th June. Our locations in India Registered Office| Cadbury India ltd. Cadbury House 19, B Desai Road Mumbai 400 026 Maharashtra India Tel: +91 22 4007 3100| Indicative map of India | | | | | | | PURPOSE AND VALUESObjective: Grow shareholder value†¦over the long term. Strategy: Create robust and sustainable regional positions in our core categories of confectionery and beverages through organic growth, acquisition and disposal. Process: They achieve this by Managing For Value. Managing for Value Process incorporates: †¢Setting stretched financial objectives. †¢Adopting Value Based Management for major strategic and operational decisions and business systems. †¢Creating an outstanding leadership capability within our management. †¢Sharpening our company culture to reflect accountability, Aggressiveness and adap tability. Aligning our management rewards structure with the interests of our Share owners across the country. MILESTONES OF CADBURY * The June 2003 issue of Business Today identified Cadbury India as one of India's best-managed companies in 2003. * Cadbury India was identified as one of India’s Best Managed Companies in2003. * India’s Finance Minister, Mr Jaswant Singh at Business Today’s Best Managed Companies Awards ceremony, felicitated Mr Bharat Puri, Managing Director of Cadbury India. * It was the only Multinational Company featured in the list of Best * Managed companies in India.Components of IMC Related to Cadbury:- # Advertising Advertising  or  advertizing  is a form of  communication  used to encourage or  persuade  an audience (viewers, readers or listeners; sometimes a specific group of people) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, a lthough political and ideological advertising is also common. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful.Advertising messages are usually paid for by  sponsors  and viewed via various  traditional media; including  mass media  such as  newspaper,  magazines,  television commercial,  radio advertisement,  outdoor advertising  or  direct mail; or  new media  such as  blogs,  websites  or  text messages. Commercial advertisers often seek to generate increased  consumption  of their  products  or  services  through â€Å"branding,† which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of  consumers.Non-commercial  advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmenta l agencies. Nonprofit organizations  may rely on free modes of  persuasion, such as a public service announcement  (PSA). Advertising by Cadbury:- Cadbury India has unveiled a new campaign that continues with the brand's ‘Kucch Meetha Ho Jaye' positioning. Created by Ogilvy & Mather, the campaign revolves around the theme of ‘Pay Day', which is associated with happiness by most people.Commenting about Cadbury's latest communication, Sanjay Purohit, director – marketing, Cadbury India said, â€Å"This new campaign takes the concept of celebrations to yet another level. With the Pappu and Miss Palampur campaigns, Cadbury Dairy Milk created a space for itself during the big, community celebration moments. This new commercial keeps the core promise of happiness while introducing another ‘moment of joy' in one’s life. Also, the new TVC highlights the celebratory occasion of pay day, which is an important event in the life of every middle-class India n. Said Abhijit Avasthi, executive creative director, Ogilvy & Mather (India & South Asia), â€Å"We were looking to come up with another interesting, unique meetha moment. We realised that while celebrations have been done for various occasions, the celebration for ‘pay day’ was not done. Pay day emotes feelings that are naturally celebratory in nature. Pay day makes you feel as rich as a king or as rich as a crorepati. THE MAIN ADVERTISING CAMPAIN FOR CADBURY INDIA:- KUCH MEETHA HO JAYE (2004)The biggest challenge for Cadbury to reinstate faith of  the biggest challenge for Cadbury to reinstate faith of  consumers after the worm controversy. Post controversy, approached Amitabh Bachchan to calm the Post controversy, approached Amitabh Bachchan to calm thenerves.. nerves.. Hence the Kuch meetha ho jaaye campaign was introduced. Hence the Kuch meetha ho jaaye campaign was introduced. Projected chocolates as a substitute to mithai  (sweets) and Projected chocolate s as a substitute to mithai  (sweets) and cheered people to have chocolate on every joyous occasion. cheered people to have chocolate on every joyous occasion.MISS  PALAMPUR  (2006) Miss  Palampur clearly targeted at hinterland (INTERIOR OF clearly targeted at hinterland (INTERIOR OFINDIA) Focused on Adults and values, like  SACRED COW Focused on Adults and values, like  SACRED COW Campaigns aimed at rural India did fare well Campaigns aimed at rural India did fare well The share of Cadbury increased by more than 20% in rural India. The share of Cadbury increased by more than 20% in rural India. The brand further strengthened its positions with the core audience. The brand further strengthened its positions with the core audience.AAJ PEHLI TARIKH HAI (2009) Pehli taarikh hai campaign is on the working class of  the campaign is on the working class of the ? country?. Pehli taarikh hai campaign highlighted the celebratory campaign highlighted the celebratory occasion of payday, which is an important event in the life of  occasion of payday, which is an important event in the life of  every middle class Indian. Is a clever occasion–based association which allows for the based association which allows for the brand to be recalled in the right context, every month, ? brand to be recalled in the right context, every month.SHUBH AARAMBH (2010) Core target group, consumers in the age group of 15 Core target group, consumers in the age group of 15–35 years 35 years Specifically, there is a shift from the notion of celebrating Specifically, there is a shift from the notion of celebrating happy occasions with chocolate to the happy occasions with chocolate to the concept of anticipating the occurrence of something good  after consuming , a substitute for mithai the campaign is aimed at consumers across sectors, and is supposed to have a balanced appeal across all tiers. # Direct MarketingDirect marketing is just what it sounds like †“ directly reaching a market (customers and potential customers) on a personal (phone calls, private mailings) basis, or mass-media basis (infomercials, magazine ads, etc. ). Direct marketing is often distinguished by aggressive tactics that attempt to reach new customers usually by means of unsolicited direct communications. But it can also reach out to existing or past customers. A key factor in direct marketing is a â€Å"call to action. † That is, direct marketing campaigns should offer an incentive or enticing message to get consumers to respond (act).Direct marketing involves the business attempting to locate, contact, offer, and make incentive-based information available to consumers. # Personal Selling Personal selling is a promotional method in which one party (e. g. , salesperson) uses skills and techniques for building personal relationships with another party (e. g. , those involved in a purchase decision) that results in both parties obtaining value. In most ca ses the â€Å"value† for the salesperson is realized through the financial rewards of the sale while the customer’s â€Å"value† is realized from the benefits btained by consuming the product. However, getting a customer to purchase a product is not always the objective of personal selling. For instance, selling may be used for the purpose of simply delivering information. Because selling involves personal contact, this promotional method often occurs through face-to-face meetings or via a telephone conversation, though newer technologies allow contact to take place over the Internet including using video conferencing or text messaging (e. g. , online chat). Dairy Milk:-Most fantastic and commonly used concept of personal selling is done when they had introduced Dairy Milk silk as their premium product. They actually kept written message explaining their product silk. They also kept an idea of feed back through mails and toll – free – number â€⠀œ 1800 22 7080. Interactive Marketing Interactive marketing is a one to one marketing process that reacts and changes based on the actions of individual customers and prospects. This ability to react to the actions of customers and prospects means that trigger based marketing is dramatically more effective than normal direct marketing.Interactive marketing is called many things. You may have heard it called event based marketing or event driven marketing or even trigger based marketing but it is all the same idea: reacting to what the customer is doing and driving up marketing effectiveness. Dairy Milk’s Interactive marketing – 1. Social Networking Site One of the easiest way to get connected in today’s 21st century is leading networking sites i. e. Face book and as all other brand even Cadbury has its face book page specially Indian fans is http://www. facebook. com/cadburydairymilkindia 2.Banners and hoardings In key supermarkets, Cadbury will sample its rang e of Cadbury Dairy Milk Fairtrade products during the Fortnight’s first weekend. Online activity will include banners on supermarkets’ websites and there will also be a campaign blog, with regular posts from Ghana updating consumers on progress. Marketing materials show the benefits to the community by way of three characters â€Å"wearing† a school, community centre and hospital. For such type of direct marketing they will always choose a prime location where its always an eye catching phenomenon location.Recently Cadbury had placed almost more than 12 hoardings in western express highway on account of rakshabandhan to promote its chocolate in terms of Indian sweets. For Creating such an advertisement Cadbury India asked national public to send their brother – sister pictures to their registered mail ID or need to fill some forms where they can actually send their feelings / message for their siblings. This act was a perfect direct marketing tool to attr act the crowd using emotional intelligence.This not only created an environment for festival encouragement but an soft corner for the brand Cadbury chocolates as its personal brand of chocolates. 3. INTERNET MEDIA Launched its website www. cadburyindia. com Interactive site www. meethamoments . com, making cards etc Community on social networking sites . Community on social networking sites. Advertisements on different web sites. # Sales & Promotions:- Sales promotion offers a direct inducement to act by providing extra worth over and above what is built into the product at its normal price.These temporary inducements are offered usually at a time and place where the  buying decision  is made. Not only are  sales promotions  very common in the current competitive market conditions, they are increasing at a fast pace. These promotions are direct inducements. In spite of the directness,  sales promotions  are fairly complicated and a rich tool of marketing with innumerable creative possibilities limited only by the imagination of promotion planners. Sales promotion is often referred to by the names of ‘extra purchase value’ and ‘below-the-line selling’.Today we  find companies  in almost all sectors offering some sort of a promotion scheme. These sectors range from automobiles to beverages, from financial services to foods, from household durables to services, from  household products  to  business products, from personal care to textiles and apparel. Dairy Milk initiative for Sales Promotion:- Quantity deal Cadbury offer discounted schemes under customer  oriented sales promotion strategy to increase the sales of product like it offers 250 g pack of  chocolate at the cost of 200g pack and offer 50g chocolate at the cost of 50gextra to their  customer.Consumer contest Cadbury also organized many contest to get attraction and to increase the interaction with the  customer. Interaction with the  customer ww w. meethamoments. com includes  many  competitions  for  for  consumer  like†¦ Consumer Story writing, Painting competition  etc. Point of sales material Point of sales material * Mini Cooler: Mini Cooler serves the need for cooling Chocolates for its reduced perish ability while  still maintaining cooling while  still maintaining the visibility of the product. Visibility of the product. * JarsThese are provided to small outlets, where they are prominently outlets, where they are prominently displayed. * Events in Mall & Festival times Most common Sales promotion now-a-days is they keep their live stall in malls during weekends and conducting some games where the winner would get a Cadbury dairy milk hamper or some Gift vouchers from Cadbury. # Public Relations:- Every organization, no matter how large or small, ultimately depends on its reputation for survival and success. Customers, suppliers, employees, investors, journalists and regulators can have a power ful impact.They all have an opinion about the organizations they come into contact with – whether good or bad, right or wrong. These perceptions will drive their decisions about whether they want to work with, shop with and support these organizations. In today's competitive market, reputation can be a company's biggest asset – the thing that makes you stand out from the crowd and gives you a competitive edge. Effective PR can help manage reputation by communicating and building good relationships with all organisation stakeholders. Public relations is about reputation – the result of what you do, what you say and what others say about you.Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics. One of the example case study for Cadbury Chocolate is as follow:- EFFECTS OF THE CONTROVERSY ON CADBURY The state Food and Drug Administration has ordered seizure of Cadbury's Dairy Milk chocolates from all over Maharashtra after worms were found in two of them in Mumbai.Cadbury India, whose chocolates had ridden into controversy late last year during the festival season because worms were discovered in some stocks of its Dairy Milk chocolates is probably hoping the association with Bachchan will help consumers forget the bad press the company got on account of the discovery. The Food and Drug Administration had then seized the company's stocks and the Cadbury India management had explained it was bad storage practices by retailers and distributors that had led to the worms. Cadbury India's sales fell following the discovery.And even the government got in to the act with the central health ministry asking for a report on the  controversy. The timing of the controversy couldn't have been worse. Festival season sal es (Cadbury sells almost 1,000 tonnes of chocolates during Diwali) plummeted 30 per cent. Until then, in the country's FMCG sector plagued by slow,  low single digit top line and bottom line growth, Cadbury was a sweet exception. But its net profit in 2003 dipped 37 per cent to Rs 45. 6 crore (Rs 456 million) as compared to a 21 per cent increase the previous year. ROLE OF THE PUBLIC RELATIONSPR concerns the total communications of your total organization/group of organizations. It is unlike advertising, where you are sharing skills of planning, creative and media buying teams with an out-sourced agency. PR calls for a very intimate understanding of the total inner workings of your organization at all levels – workers to Board levels. It requires the integration of knowledge and communications. It is not a part time job for a Marketing Services Manager. If it is to work and serve the larger objective, the PR department should be independent, servicing others like production , personnel, marketing, finance, corporate agendas.Therefore, the PR Head should be part of the top management team- reporting directly to the CEO. He also needs to share everyone's confidences. The PR department of Cadbury’s played a very effective role in managing the reputation and keeping up the goodwill of the company. After being struck with the Worm Controversy it was not possible to create a very good impact on consumers who trusted the company the most. But through the efforts and a good PR team Cadbury’s managed to wriggle its self out of the controversy with a clean chit.STEPS TAKEN TO SOLVE THE CONTROVERSY †¢NOT DENYING THE FACT It helped that the Maharashtra Food and Drug Administration had given a clean chit to the company's two plants in the state. Cadbury went into overdrive to tell consumers that improper storage of what is essentially a perishable commodity might lead to worm infestation. Last November Bharat Puri, Cadbury's mild-mannered MD, wen t to media offices around the country meeting reporters, answering mostly hostile queries and patiently explaining the company's stand on the issue. Unlike the cola companies which were caught in a controversy just a month earlier and displayed an ostrich-like attitude, Cadbury did not go into denial mode. It accepted that there was a problem, which may not have been of its own making, and made a commitment to the consumer that it would plug all possible safety loopholes,† says a Mumbai-based brand consultant. As a result Cadbury improved the packaging and paid more attention to the way its chocolates were stored by nearly 650,000 retailers across the country. †¢GAINING BACK TRUSTThe Big B promoted the Big C in the chocolate business – Cadbury in India. Indian cine superstar Amitabh Bachchan has signed on to become the brand ambassador of the chocolate major for two years. AB played a pivotal role in all communication relating to Cadbury's products and brands, be i t in print, on television or the great outdoors, the company's managing director Bharat Puri has been quoted as saying in media reports. With the help of its Public Relations Dept. and advertising agency O;M, it created a campaign which aimed for both rational and emotional appeal.One of the ads showed Bachhan visiting a Cadbury plant, inspecting the systems and processes and finally consuming a bar of chocolate to be convinced that there's nothing wrong with the brand. The other ad featured Bachhan and his granddaughter to emphasize that the product was absolutely safe for children Sponsorship The brand has tied up with the popular TV show; Kaun BanegaCrorepati (KBC) 4and is the key sponsor for it. TCC tropic of cancer foundation and also for the most popular TV show FIR which comes on SAB TV. Product Publicity The following re the types of publicity they used to promote their product:-Tie-up with Reliance India Mobile service. CDM has tied up with BSNL's Missed Call Alert scheme. The brand plans to tie up with marriage and job portals. Tie up with Indian Railways for branding on tickets. Conclusion The Cadbury dairy Milk company successfully  re-establishes the  brand in  different  classes Important and ongoing  campaign after  the 2004 worm controversy which almost affected the sales and the good will of the company. Many variations in this campaign helped in targeting the different socio economic class of people and also the emotional value of people by making and soft heart feeling for the brand.Cadbury Dairy Milk very effectively used the various tools of IMC and the Kuch meetha ho jaye campaign also went  on to  win Silver  for   The Best Integrated Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006 (global benchmark for effective advertising campaigns) awards. Bibliography:- * http://www. facebook. com/cadburydairymilkindia * www. cadburyindia. com * www. meethamoments . com * www. scribid. com * www. wikipedia. com * www. timesofindia. com

The Value Wastelands

Critique â€Å"The†Values† Wasteland† Charles Skyes’ work has been in seen in many prosperous newspapers throughout time, to name a few New York Times and the Wall Street Journal. Most of what Skyes writes is educational issues. Skyes has also written a number of books, ProfScam: Professors and the Demise of Higher Education (1988), The Hollow Man: Politics and Corruption in Higher Education (1990) and 50 Rules Kids Won’t Learn In School (2007).Skyes is involved in many other things for example he is a senior fellow at the Wisconsin Policy Research Institute and he hosts a radio show in Milwaukee that is popular. Skyes addresses mostly topics that he sees as breakdown in the American culture. The following critique is from an excerpt from Skyes book Dumbing Down Our Kids: Why America’s Children Feel Good About Themselves But Can’t Read, Write or Add. Skyes addresses numerous controversial moral issues within American children today, giv ing statistics from many different surveys claiming that American children are not so intune as they once were.Skyes also quotes a few different people that have done various studies and or surveys along with his own opinions on these same issues. Skyes conclusion is that we have given our children array of irrational morals and that we need to look at the ones who provide them to these children. Skyes includes all that is negative and has no mind for any of the positive with our children today. A weakness of this article, Skyes has put down children and their morals and then takes his readers with points that it is the parents, communities, the media and even the churches that society need to take a look at and settle the blame there.Charles Skyes excerpt â€Å"The†Values† Wasteland† gives an example of a teenager who was accused of rape and the repercussions afterwards. Skyes introduces his readers with statistics and research on issues such as â€Å"it was acc eptable for a man to force sex on a woman† (199). Skyes’ statistics have his readers believing that this is all teens. Skyes credibility is for his self-gain, only showing his view point. He does not tell his readers where in Rhode Island the statistics were gathered from. Were the statistics taken from only urban areas, or rural areas?Skyes inferences are based solely on one group of students giving a sense of incomplete comparison. The article explicitly and deliberately distracts the readers to other issues that Skyes thinks will hit more at home about morals. â€Å"A write in survey of 126,000 teenagers found that 25 to 40 percent of teens see nothing wrong with cheating on exams, stealing from employers, or keeping money that wasn’t theirs†(199). Grabbing the attention of the readers with a â€Å"red herring† knowing that this issue would cause the reader to identify.Skyes only includes from the survey that one point. Skyes hasty generalization gives his readers insufficient statistics and what the survey was based on while playing on his readers emotions. Skyes purpose for this book clearly shows how he perceives American children. He gives factual statistics on the negative influences on American children to sway his readers into believing that today’s they are need of a huge change and reform. Skyes has written continuously about the educational issues in America.Taking a look back at his other work and what he is involved in now, TV, Radio, books, it is all about the same things: educational issues with children and how we need to act on changing it or forever be doomed. Skyes effectively gave all negative statistics, doing his research thoroughly although it was quite biased, skipping over anything that had anything to do with the positive. â€Å"More than 60 percent of high school students said they had cheated at least once on an exam†(199).Showing the large amount of students that admitted to cheatin g yet there is nothing to support this statistic as the actual question and how it was worded and how Skyes actually came to have that 60 percent of students. Did it come from one school or many schools? Skyes needed to give more information about the statistics he acquired and focus less on the negative. Skyes uses the phrase â€Å"IDI’s† (I-Deserve-Its) saying that today’s kids are all about entitlement and are completely surrounded by â€Å"personal needs wants and don’t wants and rights. (199) Again where is Skyes getting all his information? In the poverty stricken areas or middle class? It really does make a difference where Skyes got his information. Then he could have added in the different neighborhoods that people need to really take a look at and change. As the reader, I don’t know. Perhaps it is an all-around assement maybe not but, Skyes is not very clear on the where’s, or how’s. His argument is valid to a point but doe s not give any information for the readers to make a decision.Skyes leaves this wide open for the reader to think that it is all American kids that are IDI’s. Skyes compares American children to Asian children who are not given a choice in what they are allowed to read. â€Å"Asian children continue to read about stories of perseverance, hard work, loyalty, duty, prudence, heroism, and honesty†(200). The examples that Skyes gives that American students used to study are all white and dead; Benjamin Franklin, Florence Nightingale and Thomas Edison.Skyes boosts that they taught lessons of â€Å"inventiveness, character, compassion, curiosity, and truthfulness†(200). I agree that all of those mentioned are very noble historical people but we do have in today’s living that carry the same lessons that children can relate with more than a bunch of dead white people. This was a very racist comment made by Skyes and his credibility went right out the window. Skye s has given a lot of statistics of negative morals with our American children of today.He does not allow the reader to make his or her own educated decision without giving anything to go on except the negative statistics that Skyes has provided. Skyes tries to convince the readers that it is not just the schools but parents, media, and church that are to blame for the way American kids are. In addition he has proven his racism with comments he has slipped in trying to sway the reader to think that other children are better than the American child. This excerpt makes me exceptionally angry with Skyes who makes me think that he is all holier than thou.Skyes knocks down the very country he lives in. He makes some very interesting points about the way children â€Å"may† think, but I do not agree with him. I feel that the American children are right where they are supposed to be. These issues have always been. If he really wants a change, Skyes needs to include all the good that could be going on and not leaving teachers, parent, and clergy members feeling helpless. This excerpt was poorly thought out and Skyes really needs to reevaluate his own morals and social issues.

Disscusion board (criminology) Essay Example | Topics and Well Written Essays - 500 words

Disscusion board (criminology) - Essay Example The doctor should have checked the man’s workplace conditions, his habits and other proclivities. A more detailed and in-depth examination would have revealed the cause. The doctor’s perfunctory approach resulted in the man ultimately suffering heart attack. There are cases where even after all standard examinations patients have had heart problems. The blood can clot without notice, block blood circulation in the heart and trigger heart attacks (Sardi, Bill). Heuristics is the â€Å"rule-of-the-thumb† analysis. Other than the standard examination, doctors apply their minds to other causes responsible for ailments like heart attacks. It is possible to apply heuristics in criminology as well. The study of criminology is not limited to law enforcement agencies alone. The medical line must also go into the social and mental causes of the crime (Zalman, Marvin; 1981) In this case, although the patient had fever and was experiencing discomfort, the doctor could not find the cause for the fever. The next day the patient suffered severe infection on the side of the body the doctor did not examine. Maybe the doctor was tired and called it a day. Even then, in medical parlance, this is medical malpractice. The doctor could be legally taken to task for this lapse (Doctor Negligence, 2010) Doctors as well as criminologists need to be open to all options. There may be situations when nagging doubts and lack of evidence evade solution. A doctor who is too tired to attend to patients must have fresh replacement to attend to the patient. In most cases, a criminologist gets enough evidence or witnesses to make his case. In difficult and/or complex cases, a criminologist can only wait for the courts to decide the

Joseph Ellis's Founding Brothers Essay Example | Topics and Well Written Essays - 750 words

Joseph Ellis's Founding Brothers - Essay Example The Eminent Victorians which was a similar account of narration amongst English notables. Furthermore, the book is a result of a rigorous analysis of the events which followed the 1787 constitutional convention of the United States to reflect how history was made during the time when the circumstances were rather contingent. The central idea of the book is to demonstrate the conflicting interpretations of the concept of American Revolution by the rival parties; whereby explaining that the State of America was a product of collective decision making between diverse personalities who believed in contrasting ideology yet they succeeded to overcome their differences due to various reasons. Thus, Ellis has focused on the thoughts and dialogues of John Adams, Abigail, Aaron, Benjamin Franklin, Thomas Jefferson, Alexander Hamilton, James Madison and George Washington where the book has been sectioned according to the themes being portrayed. The thesis of the book i.e. contrasting ideologies at war during the time converging eventually has been depicted convincingly in the book. Ellis begins with carefully conceptualizing the revolutionary domains as interpreted by each individual. He explains that though it seemed as if end of the British colonialism was inevitable yet due to the stark contrast in ideas, there was a high chance that American Revolution may turn out to be a failed experiment. He also argues that the contrast in ideologies is still prevalent in the American discourse. He argued that Thomas Jefferson wanted to interpret the revolution as a rebellion aimed at reducing the impact of centralized state, however, Hamilton aimed at characterizing the revolution as a product of livery thus favoring federation. John Adams as well as George Washington was favoring the stance of Hamilton. To conclude how the issue was resolved, Ellis mentions various episodes. For instance, ‘The Duel’ highlights the

Annotated Bibliography on Coral Bleeching Research Paper

Annotated Bibliography on Coral Bleeching - Research Paper Example Authors concluded that environmental stressors tend to be the primary triggers leading to bleaching. They also suggested that the role that bacteria play in relation to bleaching tends to be that of opportunistic colonization. Therefore, bacteria are not the primary cause of coral bleaching. Anthony, K. N., Hoogenboom, M. O., Maynard, J. A., Grottoli, A. G., & Middlebrook, R. (2009). Energetics Approach to Predicting Mortality Risk from Environmental Stress: A Case Study of Coral Bleaching. Functional Ecology, 23(3), 539-550. There is a high probability of an increase in frequency and severity of coral bleaching events because of climatic changes. According to the article, this is a significant threat to most of the corals ecosystem in various parts of the world. The authors demonstrate a survey they conducted on two Indo-pacific coral species in order to show the coral mortality risks and recovery when bleaching events occurs. Moreover, the authors demonstrate the possibility of curbing coral bleaching through establishing the bleaching rate and duration. Authors conclude that predicting coral mortality rate is a significant achievement to the allocation and management of resources when trying to increase recovery time during bleaching events. Bourne, D., Iida, Y., Uthicke, S., & Smith-Keune, C. (2008). Changes in coral-associated microbial communities during a bleaching event. ISME Journal: Multidisciplinary Journal Of Microbial Ecology, 2(4), 350-363. The article mainly focuses on authors’ study that demonstrates various changes that occur in coral-associated bacteria environments. The article demonstrates that even though increase in sea temperature poses as the main cause of coral bleaching, understanding of various coral-associated communities may help in reducing severe bleaching events. The article also demonstrates a research conducted by the authors that indicates microbial associations

Innovation & Change Essay Example | Topics and Well Written Essays - 4000 words

Innovation & Change - Essay Example According to Kwun and Cho (2001, p. 128) external sources are much influential than internal ones in change initiation. These external forces can be political, economic, social and technological. Talking about change specifically from the perspective of healthcare organizations, Harris (2005, p. 68-71) stated that government and other policy making authorities affect healthcare practices in a country; country’s GDP and government budget for health impacts cost of health; people’s perception and general culture of a country affects healthcare provision; and changes in ‘global technological and information innovation’ affect ‘clinical diagnosis and intervention, as well as management and communication strategies’ practiced by an healthcare organization. Hence like other organizations healthcare organizations are also influenced by external environment which in turn affects the way change and innovation is implemented in an organization. Defining change and innovation in healthcare, Lansisalmi et al (2006, p. 67) stated that it can be â€Å"new services, new ways of working and/or new technologies†. Continuing on same lines, Greenhalgh et al (2004, p. 582) stated that these improved ways, services or technologies â€Å"are directed at improving health outcomes, administrative efficiency, cost effectiveness, or users’ experience and are implemented by planned and coordinated actions†. While talking about change in the field of nursing, Langford (1981) explained that in the field of nursing a person may go through change as a participator in the change process, he/she may act as a target of change process or he/she may work as a change initiator. Loveridge and Cummings (1996, p. 380) explains that â€Å"the nurse may be going through change individually, may be trying to change a patient’s health habits, or may be experiencing reorganization in the work environment†. Langford (1981) affirms t hat for decades health care sector has been a field of rapid technological growth. Out of many types of change and innovation, this essay particularly focuses on technological innovations. Technological innovations can be broadly categorized as product innovation or process innovation. Product innovation is when new product or service is introduced whereas process innovation is when the change is brought about in the process through which the product is produced. This essay will focus on product innovation where the change introduced is Biphasic Positive Airway Pressure ventilation system (BIPAP), specifically the Evita Ventilator whose impact on the delivery of healthcare will be studied. Why the introduction of BIPAP was important and how it has benefited the healthcare delivery are a few focal areas of this essay. Moreover, the whole change process of introducing BIPAP from initiation to implementation and evaluation will be studied to present recommendations for strategy develop ment for implementing, monitoring and evaluating change in healthcare. Models and Theories of Change There are several models of change introduced by different researchers. Some of these models are for planned change whereas some are for unplanned change. Since the change implemented in my area of practice, that is, the introduction of BIPAP system, is a planned change different planned change models and theories are discussed in this section.

Week 7 Discussion Questions Assignment Example | Topics and Well Written Essays - 500 words

Week 7 Discussion Questions - Assignment Example The American website offers a feel of black & white picture of the product image and the product features, while the Indian website uses the color element variously, particularly red color in sub titles of the product traits besides showing total range of all series available in black & white and color MFD models, differentiating them through the use of colored text, on the left side of the web page. The Indian webpage of the product focuses on the external features of the product, such as its design and frame but pinpointing at the same that the product is the outcome of â€Å"cutting-edge technologies.† Another mentionable difference is that the American web page of the product also includes and presents another similar product description as features of both are same. That similar product is MX-3100N. The American web page does not mention that the Open System Architecture is 3.0, unlike its Indian counterpart. Whether a gray market product available in the US market poses any risk or not, depends on the kind of product. Some gray market products can be too risky to purchase, for instance purchasing of drugs from the gray market in the US; it could be risky to the extent of life-threatening. As per the survey conducted by Premier Healthcare Alliance in 2011, a call for gray market drugs was posted in the Premier Pharmacy Weekly Update in the last week of April 2011, specifying the national drug codes (NDCs) and their retail prices for comparison with Premier base contract prices (Cherici et al. 1). Comparison of the drugs of gray market with of Premier base contract prices proved that all gray market drugs were manufacturer back-ordered or short-supply drugs. The marketing strategy used by gray vendors to sell their drugs was in the form of emails and fliers, using language tool such, â€Å"We only have 20 of this drug left and quantities are going fast.† All marketing and sale offers online were made for those drugs

Briefly explicate the overall thesis's of Robert Kuttner's, Everything Essay

Briefly explicate the overall thesis's of Robert Kuttner's, Everything for Sale, and Daniel Bell's, The Cultural Contradictions of Capitalism, AND DO SO WITH EQUAL FOCUS - Essay Example In summary, Kuttner demonstrates that there are notable differences between how markets operate in any business set up viewed theoretically and the real performance in practice. The writer notes that there are means that there are a number of unforeseen occurrences that take place in the market (Seligman 87). Most of the economists apply many theories in planning businesses, but as the author writes, there are other factors. Perfect markets are hard to realize and efforts to realize them may cause other problems to the society, for example, interfere with democratic rights of people. Everything for Sale focuses on a number of flawed markets such as labor, health care and finance. The objective of the book is to notify the community on the need for a democratic government control in matters of the economy. Daniel Bell was an American sociologist renowned for his editorial work and promotion of industrialism in USA (Lizardo 222). Bell incorporates his skills in combining his social skills and political ideas in his writings. Bell wrote the book, â€Å"The Cultural Contradictions of Capitalism†, in 1976 (Lizardo 223). It demonstrates how the customs brought about by capitalism harms personal satisfaction and the factors that led to capitalism in business. Bell’s thesis makes use of sociology, psychological and theoretical skills in economics. Author’s focus is the cooperation of people in applying Rawl’s maximin idea in satisfaction of minimum lifestyle rather than maximum lifestyle, which is capital consuming (Lizardo 233). At the time of writing of this book, there was minimal technological advancement hence less capital advancement in business. Despite low technological advancement, Bell seems to have an eye on improvements in technology and its impact on capitalism in business. The rising diversity in cultural practices of different people affects the progress in business. In the first thesis, Kuttner looks at the

Gay Marriage legistration in California Essay Example | Topics and Well Written Essays - 1500 words

Gay Marriage legistration in California - Essay Example In California the state used to grant licenses to same sex couples but this service was discontinued shortly after its implementation. The process of granting licenses for gay marriages was started in June 2008 and due to the reformed constitutions and policies it was ceased in November 2008. This act was led by Supreme Court of California due to the passage of preposition 8 (Wilcox 66). Since March 2011, gay marriage laws in California are in a state of instability. Vaughn R.Walker, the federal judge of the state of California declared preposition 8 as unconstitutional. However, his appeal stayed pending- although the law which was formed to ban gay marriages or same sex marriages was overturned but still gay marriages were declared to be illegal (Utter 113). History of gay marriages in California In February 2004, the laws of the city of San Francisco granted permission for issuing licenses to the couples undergoing gay marriages. Before the first grant of license several hearings were called up to the supreme court of California. There on in august 2004, the court declared that the city and county of San Francisco had no right to authorize gay marriages through any legal license. Therefore, following the verdict- the license granted to already same sex married couples was rejected and banned (Lee 67). Around November 2006, several parties appealed to the court of California for the numerous cases dealing with same sex marriages. In 2008 four to three decision took effect. There comes a constitution which banned gay marriages totally, it came in November 2008, it was called proposition 8, the Marriage Recognition and Family Protection Act (Researcher 97). In current situation, the laws relating to gay marriage are in the state of flux in California with numerous cases in front of the courts. The current governor of California supports the legal same sex marriages and equality California. Their government has decided to overturn proposition 8 in the 2012 elect ion. Proposition 8 Proposition 8 is a provision to change the constitution of California and give further details of a valid marriage. In November 2008, it was clearly stated that a marriage between man and woman would only be considered lawful and valid in California. After the passage of the proposition, there were numerous beings who agreed with it but several of them voted against this proposition. Soon after the enactment, the federal judge of California State declared this proposition 8 as unconstitutional. Then 9th circuit court of appeals asked fro the stay on same sex marriages in California in 2010 the pending appeal. There on considerations were conducted on gay marriages and the California supreme court announced that same sex marriages and couples would remain legally married before proposition 8 passed (Wilcox 188). Affects of gay marriages in Californian society There are many social evils in our society and some of the major problems which have to face by the economy if every country. The birth rate in every country is always much more so it should decreased for the betterment of the country. The second generation people are old in fact in many countries they are not given with any respect. However, in the present situation and time the rate of growth of homosexual people has increased a lot which creates the worst thinking in the youth mind. Homosexuality is the psychic of an individual in which s/he got in a pray of love with same sex (Brock 57). In some

Film Marketing Marketing Campaign on the film 300 (2006) written and Essay

Film Marketing Marketing Campaign on the film 300 (2006) written and directed by Zack Snyder - Essay Example The story narrates how Spartan King Leonidas and 300 Spartans fight to the last man against Persian King Xerxes and his army of over one million soldiers, while in Sparta, Queen Gorgo attempts to rally support for her husband. A voice-over narrative by the Spartan soldier Dilios frames the story. Various fantastical creatures display in the electronic three D motion picture waves that attracted the spectators worldwide. The story traces back the historic element when in 480 BC, King Leonidas of Sparta gathers three hundred of his best men to fight the upcoming Persian invasion almost in a suicide mission. Their allies plan to stop King Xerxes' invasion of Greece at the narrow cliffs of the "Hot Gates" Thermopylae. The terrain prevents the Greeks from being overwhelmed by Xerxes' superior numbers. Ephialtes, a deformed Spartan, begs Leonidas to let him fight but is rejected due to his hunchbacked form before the battle starts, which prevents him from lifting his shield high enough for the phalanx. The Spartans and their allies successfully hold off the Persians for two days and nights. During a break in the fighting, Xerxes meets with Leonidas and offers wealth and power in exchange for his surrender. Leonidas declines and battle continues. In his depression, Ephialtes betrays the Greeks by telling the Persians about the existence of a small pass that allows Xerxes to attack them from behind. Learning of the Persian maneuvers, the Greeks realize their position is indefensible, but the Spartans and a few others refuse to retreat. On the third day Xerxes has the Spartans surrounded their remaining allies Thespians already dead. He gives Leonidas one final chance to surrender and kneel to him. After some hesitation, Leonidas finally complies and throws down his arms. This, however, turns out to be a ruse and Leonidas throws his spear at Xerxes, intending to kill. However, he only wounds his face. They killed Spartans to the last man by arrows. The story then shifts about a year later and ends as now-Captain Dilios relates the heroic sacrifice of Leonidas and his Spartan comrades to his troops before the Battle of Plataea. Miller, in the letters page of the original series, admits the inaccuracy, and angrily defends it. He insists that the Spartans were not scholars themselves, and that the offending passage was intended to portray the Spartans as hypocrites. The Spartans, he argued, so maligned the Athenians that any Athenian action was worthy of scorn. Miller states that their hypocrisy is a character flaw, but not unrealistic. 1. Marketing Strategy: Information of the postproduction scripts should be released through press meet and literature reviews. Journalist and magazine houses must have request letters to extend their helping hand on the promotion PRODUCTION PROFILE: A JOINT VENTURE OF SEVERAL TALENTS IN THE HUE OF ART AND SCIENTIF CRAFT Nunnari and Mark Canton jointly produced this film 300, and Michael B. Gordon wrote the

Macbeth vs Hamlet Essay Example for Free

Macbeth vs Hamlet Essay Both Hamlet and Macbeth (the plays) are considered tragedies and both main characters are considered tragic heroes so you might begin there with your comparison. One of Hamlets problems in the play is that he takes a long time to seek the revenge he promised his fathers ghost that he would seek. He tends to overthink matters. Macbeth, on the other hand, tends to act very quickly and rashly. Hamlet is a generally likeable character and dies a heroic death having finally fulfilled the promise to his fathers ghost. Macbeth however, dies a far less noble death as he is considered a murderous tyrant by the end of the play. I suggest that you follow the links below for further help. One way of looking at it is through the lens of honor. Both Macbeth and Hamlet fight and ultimately are killed, but only one is honorable Hamlet. While Macbeth kills many people in pursuit of becoming King, Hamlet delays killing his Uncle because of philosophical concerns and doubts about what is the right thing to do and how to do it. Hamlet finally is able to avenge his fathers death, but dies honorably in the process. In contrast, Macbeth also dies, and although he does die in battle on the battlefield it can not be called an honorable death as he has caused the deaths of so many other people purely for his own potential benefit. One thing they have in common is that their journeys, both of which end in blood and death, start with something mystical Hamlet with the ghost of his father, and Macbeth with the witches. There are so many ways to contrast the characters! Both Hamlet and Macbeth have characters who appear to have a mental breakdown. However, Hamlet is acting the part to deceive Claudius, while Macbeth has truly gone mad in his lust for power. Macbeth and Hamlet are different in many of their characteristics as people. Macbeth is very war orriented and wants to rule everything that he touches while Hamlet is very calm, artistic and sensitive (you can see this by the way he handles his fathers death and by the way he handles his emotions). You could say that Macbeth and Hamlet are on opposite ends of the good/evil spectrum. Hamlet is very much on the good side as he is trying to make right what his uncle has spoiled and unveil the wrongdoing he has done. Macbeth on the other hand is the one who has done the wrongdoing and is trying to remain in power as king while McDuff is trying to put it right. Neither of them are able to survive at the end of the play. Hamlet and Macbeth are both murdered because they are trying to, in their minds, put the right king on the thrown. Macbeth and Hamlet are similar in their halucinations. Both see the ghost of a dead king that brings on important plot movement. Hamlet sees his father who was killed by his uncle and Macbeth sees the king whom he/Lady Macbeth killed. Thesis: Shakespeare used the same definition of tragedy when he wrote Macbeth, and when he wrote Hamlet; Shakespearean tragedies use supernatural incidents to intrigue the readers interest, and his plays consist of a hero that has a tragic flaw (sometimes the want for the supernatural) which causes him to make a fatal mistake.

An analysis of Colonialism

An analysis of Colonialism Colonialism can be defined as a means by which a superior nation takes over the financial and radical affairs of a country usually through forceful means. It can also be defined as the strategy or training of gaining full or partial political control of another country. Colonialism can either be physical (military) or emotional (civilizing). Physical in the sense that military efforts are highly needed in other to attain full political control of a country and psychological whereas the colonizers need to be civil with the colonies if their mission is to be successful. The concept of colonialism has some advantages and disadvantages. The advantages are stated thus: Firstly, colonialism brought about education to the colonies. Before the coming of the whites to Africa or any other colonized country or continent, the people did not know how to read or write, all they ever knew was to go hunting, fishing and other agricultural activities, and this was the normal or everyday routine of the people from generations to generations. But after the coming of the whites, they brought the western education which after a long struggle and fights between the whites and the colonies, the colonies finally started sending their children to school which made a radical change for the colonies and as a result of that, there was organization and people started becoming literate. Also, the slaves that were taken as a result of colonialism to the white land, majority of them were trained in many aspects and this has increased the technical know-how of the slaves worldwide. Technical know-how in the sense that, the technical acquaintance of the slaves increased, for instance, slaves who have masters that are scientists, or into invention of mechanical accessories definitely grabbed some of the methods of invention after helping their masters. Also, other slaves that are doing the day to day job in houses that is, doing the house boy/ house girl jobs learn more about the hygiene factors and balance dieting etc. Secondly, colonialism brought about the abolishment of some barbaric acts between the colonies that is, in ancient African societies were they believe in idol worshipping, there was a belief that if a child was born, and dies that moment, he or she was regarded as an evil child and buried in the evil forest for the evil spirit to take the child. Also, colonialism exposed the killing of twins as a primitive and horrific practice and it stopped in the name of the colonizers. Also, there was the issue of human being sacrifice that was done to appease the Gods when something or a disaster has happened and the chief priest goes to the traditional head of the society and gives a name of a citizen in the society and says he or she must be sacrificed before things become normal once again. All these were barbaric acts that after the coming of the whites into the African societies, they saw it as barbaric and an abuse of human right so after gaining control of the societies either directly or indirectly, all these acts were abolished. Thirdly, colonialism was just an undercover name because most of the whites had a motive which was missionary that is, to preach Christianity to the black people. This was a major move to end the idol worship by the whites and it gained support because most of the people were tired of the human sacrifices in their societies to appease the Gods. So immediately Christianity was introduced, the idol believers started going for it which helped immensely to reduce the barbaric acts of the idol worshippers. For instance, in the ancient Igbo communities before colonialism, they all believed in idol worship and as a result of colonialism, they all changed their faith. Moreover, colonialism brought about equality amongst the people being colonized that is, in ancient primitive societies, women were not allowed to make decisions regarding any aspect in the society, all they were ever expected to do was to remain the house wives and satisfy their husbands and that was it. But as a result of colonialism, women were allowed to make decisions, participate in the politics, also sit in council with chiefs for the societal decision making and this was a major advantage of colonialism. Furthermore, colonialism brought about organization in the government of the colonies and advancement from the traditional rulers to a firm governmental structure such as the civil service which created more job opportunities rather than just serving the traditional heads. It also brought about democracy because the appointment of the head of government involved the people choosing who they wanted otherwise known as voting. The monarchs were only ceremonial heads and their method of ruling was dictatorial in nature because like in the Hausa pre-colonial era,the emirs were believed to be the spiritual heads and very close to Allah, so, every decisiontaken by the emirs whether right or wrong was obeyed by the citizens with no objection. This led to some dictatorship and abuse of power by the emirs. But as a result of colonialism, all this reduced to a minimum level because the rulers only became ceremonial heads while the presidents elected were the ones with real governmental powers o therwise called à ¢Ã¢â€š ¬Ã…“head of governmentà ¢Ã¢â€š ¬Ã‚ . Colonialism, also has some disadvantages which are stated thus; Firstly, colonialism led to economic exploitation by the whites because they gained more from the raw materials and minerals gotten from Africa than the Africans. They made the Africans do the job of mining the minerals then send the minerals to their own country and harness them into finished products but the Africans do not get anything from it. And this was a major set back in colonialism because it exploited the colonies. Also, the white officers enforced taxes on their colonies which the Africans were not used to, and it led to some unrest in the colonies, for instance, the Aba Women Riot of 1929 was as a result of the imposition of tax in the eastern part of Nigeria which led the women to start rioting and it led to serious killings among the people and the whites. Colonialism lead to discrimination and lack of respect and maybe racism, discrimination in the sense that the blacks were treated as savages and of no worth. The whites felt superior to them because they saw how primitive the stage of the blacks was and feeling of superiority arouse, which made the colonizers oppress the blacks racially. Thirdly, there was a lack of admirationfor the African tradition which for instance, in the French colonial system of colonization, the policy of assimilation was a policy that wanted to change the whole African culture of their colonies. This was because they did not haverespect for African culture and tradition. That is why they neglected it and wanted to transform it absolutely. Also, the colonizers came with a task to change the sacred views of their colonies. So because of this, Christianity was enforced on major colonies even in Nigeria, the southern part of Nigeria were thought these beliefs. Moreover, the colonizers brought a system of management which was unacquainted for the people of the colonies. The British brought an indirect system of government which the people were not accustomed with. The southern part was not familiar with the indirect system which did not do so well. The people and old-fashioned heads found it difficult to cope with even the colonizers did not find it alright. It was only effective in the northern part which was more monocratic in nature. In conclusion, colonialism conveyed a lot of variations to civilization of the colonies and also did some harm too. But in general we can say that it has more benefits than the detriments which made it successful. With this I can say that colonialism is one of the best thing that has ever happened to man.

Economic And Social Impacts Of The Water Crisis Geography Essay

Economic And Social Impacts Of The Water Crisis Geography Essay 884 million of people worldwide do not have sufficient access to drinking-water and more than 2.6 million do not have access to simple sanitations. Each year about 2 million people die from the effects of unclean water, most of them are children. The 28th July was the day when the United Nations declared the access to clean water as a human right. This anchoring in the Universal Declaration of Human Rights has a strong symbolic meaning and therefore a wide influence on politics of various countries. Water resources in the region of the Middle East are scarce by nature. Competition over consumption of shared resources is thus predictable. This essay will show that accessibility and safety of clean water are major concerns all over the world and especially in the region of the Middle East. The first section deals with some geographic aspects as the environmental and climatic conditions. It shows how geographic aspects influence the availability of water and gives an overview about the allocation of water resources as the most limited natural resource in the West Asian region. Secondly, the essay describes the economic and social impacts of the water crisis. It will describe how health risks may arise from consumption of unclean water with toxic elements. Water shortages also constrain the agricultural and industrial productions and therefore the water supply has effects on the economic sectors of the concerned countries as well. The last part deals with options to manage the water problem. Possible solutions will be discussed and evaluated. It shows the forecast of water supply in some years and gives reasons why governments need to act quickly to avoid a deep crisis in already some years. Geographic aspects of the region 2.1 Climatic conditions The Middle East comprises two sub-regions: the Arabian Peninsula (Bahrain, Kuwait Oman, Qatar, Saudi Arabia, the United Arab Emirates and Yemen) and the Mashriq (Iraq, Jordan, Lebanon and Syria, and West Bank and Gaza). It is surrounded by four marine water bodies: the Mediterranean Sea, the Red Sea, the Arabian Sea and the Persian Gulf). The Middle East is dominated by arid and semiarid areas, with major regions of extreme aridity. Those climes are characterized by definition as areas of high water shortages, whereat in arid regions high evaporation rates are common. A steppe climate predominates in the northern part of the region, with hot summers and cold winters. The southern and central parts are characterized through extreme dryness with very hot summers and mild temperatures during winter. The Arabian Peninsula belongs to this part. In the whole region of the Middle East water is a very scarce resource. In most countries of the region desertification, water stress and droughts are common. Summer temperatures do not vary significantly across the Middle East. Generally the temperature rises to around 30Â °C, but in the deserts (e.g. Saudi Desert) it can get even warmer with about 45Â °C. In most parts of the region rainfall is very little and is depending on the season. Usually most of the precipitation occurs during winter in the Middle East. The southern part of the Arabian Peninsula constitutes an exception with summer rains. Regular annual rainfall varies from 0mm to 200mm. Just in the northwestern parts on the Mediterranean Sea the rates surpass 500mm and more. 2.2 Surface water resources Surface water is exceptionally restricted in the Middle East due to high evaporation and generally low rainfall. But almost all of the accessible surface water is used and supplies together with springs around 35% of total water use in the region. Most of Middle Eastern surface water stems from its three main surface sources: the Nil, Tigris-Euphrates and Jordan River systems. The countries of the Arabian Peninsula are potentially poorer in surface water resources than the Mashriq area. This region has a number of seasonal rivers and two shared rivers (the Tigris and Euphrates). In contrast to the Mashriq countries the Arabian Peninsula has only some irregular seasonal flow of wadis and only a limited number of springs. In most of the regions surface water drains to the Red, Dead or Mediterranean Seas. The Jordan River presents the most important dewatering system in the region. It has it source in the Lebanon Mountains and flows into the Lake Tiberias. In very dry years an overexploitation of the water resources was observed with the cause that the sea water table reaches already a critical value. Fortunately wet year can adjust the balance. The available surface water in the Jordan Valley is almost emptied so that just small amounts of water arrive at the Dead Sea. This is another reason for damage by lowering the Dead Sea level which has fallen down more than 20m in the last twenty years. 2.3 Groundwater resources The apparently most important source of water in the Middle East is wells and springs. More than 50 percent of water supply is provided by them for total water consumption. Groundwater is contained in water-bearing permeable rocks called aquifers from which water can be extracted via wells or springs. Through seasonal rainfall in semiarid areas aquifers are on and off recharged. The recharge quantities depend on relief and the climatic conditions. Naturally ten to thirty percent of the rainfall in the Middle East contributes to the recharge of groundwater. In the Libyan Desert or the Arabian Peninsula as examples for some arid areas fossil groundwater resources provide important additional amounts of water. Groundwater resources in West Asia in general and on the Arabian Peninsula in particular are in a critical condition because the volumes withdrawn far exceed natural recharge rates. Groundwater is being extracted much faster than its renewal rate, as a result water levels in the shallow aquifers are continually declining. Socio Economic Impact of the Water Crisis 3.1 Importance of Fresh Water Supplies The availability of water as a natural resource has always been a challenge to the civilization of the Middle East. Climatic conditions have influenced politics and activities in the region. The lack of water even restricts the economy, the development of the society and its wellbeing and also endangers political stability within the states of the areas and between neighbors. In other words: Easy access to water is not an end to itself, for any society, but a means to other ends: health, industrial and agricultural production. The situation in the Middle East has exacerbated with the increasing demand for freshwater as a consequence of increasing population. The greatest consumer of water supply in the region is agriculture. Nevertheless, each human being needs about two to five liters of fresh water per day, only for pure surviving. And the personal demand on water has increased with the development of modern civilization. The smallest fraction constitutes the need of drinking water, much more is necessary for the personal hygiene, the cleaning of household and other application for privacy issues. 3.2 Water Quality and its Effects on Health Poor water quality is not only a matter of taste it has serious effects on human health. Water quality problems emerge from the discharge of industrial and human wastewater. Due to inappropriate agricultural practices aquifers are polluted by irrigation backflows. The lack of adequate sewage infrastructure is a difficulty which causes water pollution and health problems. Sewage is often discharged into open pools where water can easily reach groundwater and aquifer systems. Consequently, water supplied to households contains bacterial elements and therefore has to be chlorinated. Chlorination in that extent already exceeds the recommended limits and becomes another health issue. The salinity of water is another problem facing the region. 3.3 Impacts on Agriculture and Industry About 85 percent of the regions water is used by the agricultural sector. Through non- water policies such as agricultural price supports that keep crops profitable or energy subsidies that make pumping water from aquifers cheap the regions water problems rest unchanged. Valuable water is still wasted by inadequate irrigation techniques or the growing of plants with high water demand as crops for example. The lack of water is a factor that blocks the basic economic development and affects the entire social and economic situation in the countries of the Middle East. Water scarcity has also high influence on industrial development. Virtual water is necessary to produce the things we use each day. Although industrial water consumption varies one can say that for instance around 20 000 liters of water is used to produce one kilogram of coffee and about ten liter to produce one piece of paper. But In areas where the resources are not enough to cover the necessary food production only a limited amount of water will be available for industrial production. Lack of water is a major concern for industrial companies especially during summer. Energy systems are depending on water and decreased water quality aggravates the problems. Water Management Options 4.1 Water management and Water Diplomacy Water availability is a major concern in most countries of the region. Some countries (e.g. Syria, Iraq, Lebanon) have reliable sources of surface water; the majority, however, depend either on groundwater or on desalination for their water supply, both of which enable them to use water in amounts far exceeding the estimated renewable fresh water in the country. The World Bank estimates that the amount of water available per person in the arid region will halve by 2050. The report of the institution mainly blames the increasing population and climate change as reason for the situation. But how can governments tackle this issue? Two approaches can be applied to the management of the water crisis in the Middle East. On the one hand the technical approach which refers to water management. Water management has been defined as the skill to bring water supply into line with demand at the lowest possible economic and ecological cost. On the other hand the political approach that views the water conflict as a question of shared resources distribution. A reliable water management plan hast to rely on both approaches to find a way out the crisis. 4.2 Supply and Demand Side Management Options Water scarcity is a function of supply and demand. Demand is increasing at an alarming rate in some regions, through population growth and increasing per capita use. In many water-scarce countries, such as Jordan and Israel, there is no obvious and inexpensive way to increase water supply, and tensions among different water users are likely to result. In other countries improvements in water efficiencies offer reasonable solutions. Managing supply on water is one option to deal with the existing water problem. Unused rivers or groundwater are hardly to find in the region of the Middle East. Therefore developing existing resources is kind of impractical in this situation of water scarcity. Nevertheless there are possibilities as for example the catchments of winter flood water which can also add some amount to the water resources. Another technique adding water resources is water harvesting. Using this approach house cisterns collect rainfall from the roofs and store it for domestic use. In earlier times these cistern were highly appreciated but has fallen into disuse nowadays because households were connected to the piped water network. Reintroducing cistern by law could increase quantities of available water for domestic use. Wastewater recycling can be another source of gaining water. The advantage of this technique is that it is the least expensive source of water for agriculture. But the big drawback is that it requires a high investment. Plans for expanding the use of this resource as a strategic alternative to meet future demands exist in many countries. Due to high salinity sea water has to be desalinated before using as potable water. Gaining potable water through desalination is already a great source of water supply for many countries as Saudi Arabia but it is constraint by its high cost. In the 1980ies another idea emerged by a Saudi Arabian prince who had the idea to import an iceberg of Antarctica to cover the water needs of its country. Although this concept sounds promising it has not been implemented yet. Demand on water is also important to manage. Decreasing demand can be obtained by establishing special incentives or tariffs that enforce water saving measures. Higher charges on water could enable the countries to modernize their water distribution systems and thus reduce high water losses. As already mentioned the increasing population represents another problem. Handling the demographic changes governments should think about dealing with immigration control and family planning as a measure to manage demand. All in all the natural water resources are already exhausted in a great extent, so that a carefully organized water management is absolutely essential. Conclusion In the Middle East water is considered as a strategic resource and tensions between countries in the region over it are high. There it has become a major political issue and the various peace agreements that have been proposed or signed in recent years all include water. The author of this quote reveals the critical situation in the Middle East where water is a scarce resource. His statement clearly leads to one question: Is there likely to be a conflict over water? Historical experiences suggest that this is unlikely to occur. But there is no doubt that water scarcity will definitely be a problem in some areas in the future. Global warming is tending to aggravate the crisis because rainfall decreases while evaporation increases. In addition the growing population rates, industrialization and abuse of agrochemicals cause the urgent need for long-term plans to meet future water demands. The greatest improvements can be made in the agricultural sector, where most of the water resources are spend for irrigation purposes. In future times the use of desalination technology will also be greater and importing water will become normal. Yet water scarcity will be at the forefront of the international agenda for decades to come. In some cases, water may even be a contributing factor in international conflict. Knowing this issue the UN declared the access to potable water as a human right. This declaration may also have raised public awareness of the subject and people in the Middle East may treat water as more valuable. Avoiding future conflicts alternative management strategies are required. These have to be well designed with detailed plans but especially in the Mashriq countries the settlement of potential conflicts over shared water resources remains a fundamental and pressing issue.

Comparing the Living Dead in Great Gatsby, In Our Time and The Sun Also

The Living Dead in Great Gatsby, In Our Time and The Sun Also Rises            Ã‚  Ã‚  Ã‚  Ã‚   Life without consequence; is this possible?   This was the main goal of the men and women existing after WW1.   During this era of great prosperity and moral backlash the young adults of the world took to the bars and dance halls of Europe or the extravagant parties of the American east coast looking for happiness.  Ã‚   Their lives are chronicled in the stories that came from the emerging great authors of that time period.   The most notorious of these books is F. Scott Fitzgerald's The Great Gatsby where the exploits of the rich are articulated with great description and lavishness that complimented their somewhat insane lives well.   There is another author whose stories open a window into that generation as well, Ernest Hemmingway.   In Hemmingway's books In Our Time and The Sun Also Rises we see the plights of this generation played out in a very serious way that leaves the reader with a heavy feeling of discomfort with the illogical and empty way the characters attempt to subsist.   Both authors and all three novels point to one conclusion, that if your goal is to live without suffering consequences of your actions you will in fact not live but suffer in an unfulfilling existence.      Ã‚  Ã‚  Ã‚  Ã‚   Throughout the tale of The Great Gatsby the reader is treated to a vivid description of Gatsby's parties and his prolific residence.   It would appear that Gatsby had everything a person could want.   Loads of money and friends and surrounded by the finer things of life.   However, the book takes a turn towards its e... ...this growth leads to personal happiness and satisfaction.      Ã‚  Ã‚  Ã‚  Ã‚   Overall one gets a sincere feeling of loss and lacking in these three novels.   Perhaps it is by paying attention to the warning that is embedded in these commentaries that the authors achieve their true goal in guiding their readers to a higher understanding of life.  Ã‚   Both authors are quite thorough in presenting their viewpoints on life.   There are also other conclusions and lessons that can be drawn from these novels.   Many people feel that they are commentaries on the wrath that war has on the young, or the tumultuous times of a new century.   However, it is the false ideal that life can be lived by negating responsibility for actions that prevails and burns a sense of virility into the readers of these three important novels. Comparing the Living Dead in Great Gatsby, In Our Time and The Sun Also The Living Dead in Great Gatsby, In Our Time and The Sun Also Rises            Ã‚  Ã‚  Ã‚  Ã‚   Life without consequence; is this possible?   This was the main goal of the men and women existing after WW1.   During this era of great prosperity and moral backlash the young adults of the world took to the bars and dance halls of Europe or the extravagant parties of the American east coast looking for happiness.  Ã‚   Their lives are chronicled in the stories that came from the emerging great authors of that time period.   The most notorious of these books is F. Scott Fitzgerald's The Great Gatsby where the exploits of the rich are articulated with great description and lavishness that complimented their somewhat insane lives well.   There is another author whose stories open a window into that generation as well, Ernest Hemmingway.   In Hemmingway's books In Our Time and The Sun Also Rises we see the plights of this generation played out in a very serious way that leaves the reader with a heavy feeling of discomfort with the illogical and empty way the characters attempt to subsist.   Both authors and all three novels point to one conclusion, that if your goal is to live without suffering consequences of your actions you will in fact not live but suffer in an unfulfilling existence.      Ã‚  Ã‚  Ã‚  Ã‚   Throughout the tale of The Great Gatsby the reader is treated to a vivid description of Gatsby's parties and his prolific residence.   It would appear that Gatsby had everything a person could want.   Loads of money and friends and surrounded by the finer things of life.   However, the book takes a turn towards its e... ...this growth leads to personal happiness and satisfaction.      Ã‚  Ã‚  Ã‚  Ã‚   Overall one gets a sincere feeling of loss and lacking in these three novels.   Perhaps it is by paying attention to the warning that is embedded in these commentaries that the authors achieve their true goal in guiding their readers to a higher understanding of life.  Ã‚   Both authors are quite thorough in presenting their viewpoints on life.   There are also other conclusions and lessons that can be drawn from these novels.   Many people feel that they are commentaries on the wrath that war has on the young, or the tumultuous times of a new century.   However, it is the false ideal that life can be lived by negating responsibility for actions that prevails and burns a sense of virility into the readers of these three important novels.

Chicago’s Cabrini-Green Housing Project Essay -- Poverty Ghetto Chicag

Chicago’s Cabrini-Green public housing project is notorious in the United States for being the most impoverished and crime-ridden public housing development ever established. Originally established as inexpensive housing in the 1940’s, it soon became a vast complex of unsightly concrete low and high-rise apartment structures. Originally touted as a giant step forward in the development of public housing, it quickly changed from a racially and economically diverse housing complex to a predominantly black, extremely poor ghetto. As it was left to rot, so to speak, Cabrini-Green harbored drug dealers, gangs and prostitution. It continued its downward spiral of despair until the mid 1990’s when the Federal Government assumed control the Chicago Housing Authority, the organization responsible for this abomination. Cabrini-Green has slowly been recovering from its dismal state of affairs recently, with developers building mixed-income and subsidized housing. The Chica go Housing Authority has also been demolishing the monolithic concrete high-rise slums, replacing them with public housing aimed at not repeating the mistakes of the past. Fortunately, a new era of public housing has dawned from the mistakes that were made, and the lessons that were learned from the things that went on for half a century in Cabrini-Green. In 1942, a public housing development went up on Chicago’s near north side to house veterans returning from World War II. They were known as the Francis Cabrini Homes, and â€Å"were built in an area that had undergone massive slum clearance†. They consisted of fifty-five two and three story redbrick buildings arranged as row houses, resembling army barracks. The Francis Cabrini Homes housed 600 racially diverse families un... ...live in. A lesson has been learned, and it should not be forgotten. Works Cited Chicago Housing Authority. Plan for Transformation, Year 3, Moving to Work, Annual Plan FY2002. 16 Oct. 2001. â€Å"Chicago’s Public Housing Projects.† University of Wisconsin Eau-Claire. 15 Aug. 2000. Krieger, Shoshana. The CHA and the American Dream. Columbia University, New York. 19 Nov. 2002. Phillips, E. Barbara. City Lights: Urban-Suburban Life in the Global Society. New York: Oxford University Press, 1996. Reuters. â€Å"Chicago’s Cabrini-Green public housing project to be reborn.† CNN.com. 15 Aug. 2000. Roder, David, and Spielman, Fran. â€Å"Condo, town houses planned near Cabrini-Green.† Chicago Sun Times. 30 May 2002.

Assess the view that what participant observation lacks in terms of reliability Essay

Assess the view that what participant observation lacks in terms of reliability & representativeness, it more than makes up for in terms of validity. Participant Observation is where the researcher infiltrates themselves into a certain group or gang to study them from within. The researcher usually puts themselves in a position where they are in the main part of the group, and they usually study the activities and attitudes of the different gang/group members. The observation is usually carefully thought through, & it is usually recorded in field notes, and can often take months, even years to complete. Participant Observation usually doesn’t start with a definite hypothesis, so new ideas and thoughts about the group or the way that an idea may turn out usually come through when the observer is part of the group. You can either do overt (people know you are doing it) or covert (undercover) observations, or even a combination of both. Although this may seem like a very kosher method to use, there are quite a few disadvantages of doing this; Bias is a concern because if the observer starts being drawn into the group, their own views will be abandoned because they may start seeing things through the group’s eyes, and may blind the researcher to other views that may be available. The influence of the researcher may also be a problem, because if a group know that they are being studied, they may alter their behaviour, and so the research is pointless. For example, with James Patrick’s study of a Glaswegian Gang, he was suspected of holding back in fights and being reluctant to participate in some of the activities of the Gang, and this was pointed out by a member of the gang, but thankfully, the leader of the Gang stood up for Patrick, because he was the only one who actually knew that the gang was being studied. Ethical Issues are also a problem, because if the researcher goes in really deep with the group, then they may have to illegal or immoral activities, which may go against the researcher’s own values. The actual proof of the study is also a problem because you have no way of replicating the exact study, and so have no way of knowing if the research is true or not. This kind of study is also on too small a scale, and so you cannot repeat it again. Also, due to the micro-ness of it, you cannot make generalisations for the whole population based on one group, or if you were studying gangs and their motives for committing crimes or something like that, you can’t assume that all other gangs will have the same motives. And finally, most researchers like to study the less powerful groups in society, and there has been a debate over whether this is right or not because we can possibly miss the important issues that are going on. However, there are some advantages to using this method, and so we cannot just assume that all sociologists see this as a bad method to use; By joining a certain group, the sociologist would be able to gain knowledge of certain subjects from that group’s point of view, and they would be able to fully understand the sorts of things that were going on, and gaining different perspectives. Also, you can generate new ideas from being in a new group, and this can lead you to new perspectives and ideas. You also get more of the truth and honesty if you are doing overt participant observation, so you can quite easily prove or disprove any hypotheses you have come up with. You are also to dig deeper into the group so to speak, because if you are a part of the group, then you can uncover issues that may normally remain hidden or are secretive. Participant observation is also dynamic because if you are with a group over time, you understand how they work and how attitudes and behaviour change over time. Lastly, you can dig deeper into areas that you aren’t typically able to reach, for example, with young offenders or religious groups. It is, however, simplistic to assume that participant observation will automatically produce valid results, as there are many threats to this validity.