Case studies Study Example | Topics and Well Written Essays - 2500 words

Studies - Case Study Example There could be other test which could clarify the situation as to whether the patient has actually a lung cancer. Reason being giving the patient timeline of 6-9 months to live could have a huge physiological affect on him. Even though patient looks competent, as he/she only has 6 – 9 months to live, he would have no time to reflect upon this situation and fully comprehend this information. If the patient is told about the condition, it is necessary that it is burdensome neither to the patient nor to his family. It could be a good time for the patient to prepare his will if he hasn’t up till now which would definitely benefit his family financially. If the patient has been living a sound, happy life before being admitted to the hospital, his active life style could just go apart if told about his condition. This would in turn result in his family suffering. Its better not to inform patient about his condition if his family and himself would be well off as others around him would be unfamiliar with his situation. If his family members fully understand the situation he is in, which should at the first place not be in, filling a malpractice claim would be the way to go given that the physician would eventually be found. Even if the family goes to court, there are particular laws which would eventually help his family to charge the physician. If the hospital suffers a major liability, it could close down thus, making it difficult or impossible for other patients to be treated and could result in them loosing there life. The filling claim has something to do with financial issues of the family as they might have run out of insurance cover for the patient thus, having liquidity issues and might be looking to redeem via filling a lawsuit. The patient has had a similar medical problem that is GL bleed due to alcoholism. This medical status suggests that his issues are more linked to something he can

Homosexuality Research Paper Example | Topics and Well Written Essays - 750 words

Homosexuality - Research Paper Example Homosexuals emphasize that their sexual inclination towards the same gender is a result of their nature. They say that they did not choose to be gay, they were born gays! In fact, this is only a fake argument. There is no truth in it. Homosexuality is just as much a matter of choice as is the matter of choice of clothes, school or friends. There is no doubt in the fact that human nature is attracted towards evil things. Porn attracts even the most pious of humans because it is human nature, though not everybody watches it. It is our own decisions that depict what we our irrespective of our sexual inclination. Many straight people may feel attracted towards people from the same gender sexually at some points in their life. Likewise, many homosexuals feel sexually attracted towards people from opposite gender at some points in their life. It so happens with everybody and is quite normal to happen, but this does not depict if an individual is a gay or not, unless the individual chooses to resolve that he/she is a gay. The validity of this argument can be estimated from the fact that homosexuality is strictly forbidden in nearly all the religions. If one was destined to be a gay, one would not be punished for indulging in homosexual practices. But that is not the case. The Holy Books clearly mention the punishment for homosexuals as will be discussed shortly. Homosexuality may, in part, be an outcome of the nurture. Adopted children growing up in gay families in gay marriages may not consider homosexuality wrong, since they have been seeing their so-called parents cohabit since the very early years of life. Their cognitive development approves of the relationship of their so-called parents, and they develop the tendency to be homosexual as well, but again, it is a matter of choice! The religious perspective: Homosexuality is considered a sin in many religions including Islam, Christianity, and Jewism, though it has always been there. In Quran, that is the Holy Book of Islam, there is the discussion of the people of Lut, who was the messenger of God. A vast majority of the people of Lut were gays. The men did sex with men. Women were not taken interest in. God sent Lut to those people so as to advise them to leave homosexuality and obey God. But the people refused to follow the word of God. Owing to their disobedience, they were punished by God. The people of Lut rejected (his) warning. We sent against them a violent Tornado with showers of stones, (which destroyed them), except Lut's household: them We delivered by early Dawn,-   As a Grace from Us: thus do We reward those who give th anks. And (Lut) did warn them of Our Punishment, but they disputed about the Warning.  (Surat al-Qamar:, 33-36 cited in Anon, n.d.). Homosexuality is a heinous crime in many religions like Islam, and the religions dictate severe punishments for those who indulge in homosexuality both in this world and in the world hereafter. God made man and woman two separate genders purposefully. Their bodies have been designed in a way that the two can produce children. Two people belonging to the same gender can not produce children. This essentially tells that homosexuality is against the law of nature. Homosexuality: A social taboo: Despite the advancement and modernity of societies in the present age, homosexuality is still considered as a social taboo even in countries where gay rights have

Heavy Metal More Than Music Cultural Studies Essay

Heavy Metal More Than Music Cultural Studies Essay Subcultures are present in all societies around the world. Their members usually differentiate themselves by clothing style, music or even behavior. Studies and theories of subcultures have been conducted by various sociological schools. The Birmingham School came up with three levels of general analysis in their theories about subcultures: structure, culture and biography (Stanley Cohen, Symbols of trouble, 1980). He viewed subcultures as a political battleground between the classes (p.50). The first level on analysis, structure, refers to the problems of society that cannot be controlled by individuals, it refers to constraints put on people by the distribution of power, the labor market or wealth. The culture represents the solution to all the problems imposed by the structure. The culture includes the responses of the people to the structure, responses based on traditions, ideologies. The culture represents the more broad form of group present. A subculture, as defined by Cohen, is the specific, especially symbolic form through which the subordinate group negotiates its position. Two dominant themes were defined. The first one represents the style, which constitutes a type of resistance to subordination encountered in most subcultures, for instance Punks, Rockers or Hippies. The second theme refers to the fact that the resistance by style becomes symbolic or magical for the people that are part of the subculture. The process of resistance is seen as a symbolic one in three contexts. The first circumstance is when the subculture attacks a target which is not connected to the source of the problem. The second circumstance is when the solution to the problem is seen as magical without any real chances of being fixed. The final form of symbolic meaning is represented by what the style stands for. The style can symbol something that is beyond the surface appearance. Common objects are borrowed and used as symbols of opposition and insubordination, often in an ironical way. Biography represents the third general level of analysis that can be distinguished in the new theories of subculture. It is defined as the pattern and sequence of personal circumstances through which the culture and structure are experienced (p 151). This refers to the symbolic meaning of a subculture and the way its followers actually live given that they are part of the subculture. Heavy Metal Subculture Heavy metal has become more than just a subgenre of rock or metal music. It has become a subculture that not only listens to bands that play heavy metal and attends concerts. Fans of this music embrace its style, way of thinking, behavior, language and symbolism. Heavy metal music appeared first in Birmingham with groups like Black Sabbath and Led Zeppelin. The unique sound of Black Sabbath was given by Tony Iommi, a factory worker that cut his fingers while handling a metal cutting machine thus being forced to wear plastic prosthetics on his fingers in order to be able to play the guitar. The background of the singers remained deeply integrated into their music and lyrics. However, defining songs as heavy metal remained a constant debate among metalheads. Defining the term strictly pushes fans to accept as heavy metal only songs that have a harsh, dark sound and include songs which have as a theme alienation and anger, traits which characterized the life of Black Sabbaths member, Toni Iommi. In contrast, defining the term heavy metal more loosely allows other bands to be included in this genre. These bands can have as their focus other themes, such as angry love, lost love, desired love and even partying. The lyrics of the songs are generall y focused on violence and angst, giving the songs a constant mood of anger and sorrow. Even if heavy metal has its roots in 1969, with the band Black Sabbath, it became a defined form, different from hard rock much later, in the early 1980s. The term heavy metal was popularized in the hit born to be wild by Steppenwolf with the phrase heavy metal thunder. With the popularity surrounding this distinct type of rock, several heavy metal bands rose from the dark. Groups like Judas Priest and Iron Maiden developed a darker and abrasive sound, Metallica and Megadeth energized their songs which were used to present several themes: religion, political hypocrisy, alienation and existential emptiness. Moreover, Slayer used violence and chaos to attract its audience. All these bands contributed to what came to become a subculture of alienation  [1]  . In her book Heavy metal: The Music And Its Culture, Deena Weinstein argues that heavy metal has persisted far longer than most genres of rock music due to the subculture which identified with the music. The fans of heavy metal formed an exclusionary youth community which became very distinctive and marginalized from the mainstream society. The heavy metal community developed their own norms, values and behaviors. The code of authenticity must be followed by bands which have to show a disinterest in commercial appeal and a refusal to sell out. Another factor present in the metal code is the opposition to established authority, and separateness from the rest of society. The metal performer becomes an ideal image of the music and subculture, being compelled to show total devotion to the music. A performer needs to be an idealized representative of the subculture. This idea that metal shapes what young people should think and their view of the world built up the ideology of pervasive ali enation, which is a reason of pride and defiance for the subcultures members.  [2]  However, Phil Collen, a guitarist for the band Def Leppard, says in one of his interviews They think they are alienated but they are not. There are two million people exactly like them. The members of the subculture are in majority white males that come from middle class backgrounds. They are tolerant of those outside its core demographic base who follow its codes of dress, appearance, and behaviour  [3]  . Their code involves attending concerts, buying albums of the groups they support and building friendships among the members of the subculture. Solidarity is built on the activities they do together, for instance going to concerts. This is a ritual in which the members can celebrate their common appreciation of music. They use magazines and, more recently, websites, to connect with others and express their solidarity. Moreover, a person who does not fully embrace the culture is considered a poseur by the rest of the members. A poser, as defined by the Webster dictionary, refers to person who pretends to be what he or she is not: an affected or insincere person. Authenticity and sincerity are necessary in order to not fall under the poseur label. James Hetfield , the lead singer of Metallica, stated in one of their 1980s concerts This will kill all the posers out there, all the fake people. The members of the heavy metal subculture do not have a well-defined name; instead, they are referd to as metalheads, headbangers or even trashers. The term metalhead is applied to a member of the subculture who, in addition to being extremely enthusiastic about the music, follows the fashion and behavioural rules imposed by the subculture. The amount of young people that identify with the heavy metal culture exceeds a couple of million individuals just in the Unites States of America. A performer states in the documentary Heavy-the story of Metal: Why do kids like heavy metal? They can be whatever they want, be dumb, be cool, be crazy. Metalheads find meaning in several aspects of their involvement with heavy metal; for instance, in their resonation with the meanings of the songs, their admiration of the performers, their participation in the collective ritual of the heavy metal concert, and also from being part of a subculture that shares their taste in music and view of the world. Being a metalhead means being a true believer. Metalheads have authority over each other in what concerns acceptance as a true believer. Confirming to the heavy metal style and ideology of alienated individualism grants acceptance by the other members. The absence of community is substituted by the heavy metal subculture. Connections between members are made based on their enthusiasm for the music. This also often becomes the basis for new friendships. A resemblance between the community of metalheads and a geographically distinct traditional community can be made. Listening to music pushes metalheads to think they are sharing the declaration of the songs message. This makes it easier for them to observe the imperfections of society and the hypocrisy that comes with adult life. By embracing heavy metal, young people think they are helping the world expose its falsity. Performers declare their authenticity through the music they make as well as their dressing style. Breaking all social conventions regarding dressing and behavioural codes shows their lack of interest and disrespect for the corrupt society. Solidarity to other metal fans is shown by following the same pattern of dressing. In addition to this, metalheads use their style to show that they agree with the messages put out by bands in their songs, they too agree with the fact that the societys corruption needs to be exposed. Sebastian Bach, a heavy metal performer, states in the documentary Heavy the story of Metal: Heavy metal does have a message for the rest of the society, and that is F*ck you! Reckless behaviour is often associated with metalheads. This behaviour ranges from driving under the influence of alcohol, to doing drugs or having sexual intercourse without protection. Vandalising and shop lifting are also more often associated with members of the heavy metal subculture than with other young people. One reason behind this is said to be the heavy metal music that influences their behaviour. The antisocial themes of the songs can awake the same feelings in those who listen to them. However, reckless behaviour is linked with heavy metal music by sensation seeking. Young people that are in the look for intense feelings or new experiences are attracted to the dark, rough sound of heavy metal music as well as to the danger and novelty that comes with risk-taking behaviour.  [4]   Heavy metal style In addition to the music, heavy metal style occupies a very important place within the subculture. It offers metalheads a degree of independence compared to the other factors that constitute this subculture. Elements of this fashion are derived from several other youth cultures of the 1960s, for instance motorcycle culture, hippie culture, but it also has influences from military clothing. There are several functions that the elements of the style have: social, psychological and symbolic. With the help of style, members of the subculture can distinguish between insiders and outsiders and at the same time allowing them to create their own identities by providing them with forms to express their attitudes, norms and values. Heavy metal fashion consists of clothing and other visual elements added to a members image. It is predominantly male because all metal styles are inscribed by the masculinist ideology. The uniform consists usually of a black T-shirt, leather jacket, blue jeans and boots. T-shirts and sometimes baseball caps can have imprinted the name or logo of a metal band, allowing others to see what is that persons favourite band, fact that often leads to mutual appreciation of each others musical tastes. What is more, jeans jackets, which are legacy of the hippie culture, can replace the leather jacket. However, both types of jackets are decorated with pins, buttons, spikes, metal bullets or other homemade decorations, like patches. Designs preferred range from skulls, skeletons to snakes or dragons. Heavy metal jewellery also consists of leather objects, like wrist bands, gauntlets or belts, decorated with metal spikes or chains. Necklaces often have a cross or a skull medallion. Moreover, colourful tattoos can be often found on the arms of metalheads. Long hair is also one of the best ways to show your dedication to the subculture because it is a feature that cannot be concealed. It became one of the aspects that best defined the boundaries of the metal subculture because only a dedicated member would accept to always be associated with heavy metal. Headbanging and the heavy metal hand sings, often referred to as metal fingers, metal horns or Satan fingers also play an important role in the subculture. Headbanging is the dance of choice of metalheads. It is an activity most metalheads engage in, refers to a violent rhythmic shaking of the head by fans of heavy metal music  [5]  . The audience members of a concert usually headbang in order to show that they get lost in the music. It is more often seen in the near proximity of the stage and it is not absent from any show. The metal horns were popularised in the subculture by Ronnie James Dio, a member of Black Sabbath, who claimed his grandmother used the sign to keep away the evil eye. Nowadays, this is a sign widely used by fans not only in concerts, but also in othe social gatherings. Members of the heavy metal culture also indulge in some recreational substances. Beer is the most popular drink among metalheads. It was taken from the bikers and is consumed in high amounts at festivals and concerts. Weed is another substance commonly used in the subculture, originally used by the hippies. In addition to these, other drugs such as cocaine or vodka are associated with heavy metal performers. In conclusion, metalheads use their music and style to rebel against the norms of society. They fight back by breaking the rules and adopting an ideology of alienation. As Rob Halford from Judas Priest said You kick back, you punch back, you fight back, you claw back, you scream back with Heavy Metal. Word count: 2391 Additional sources Documentaries Heavy: The Story of Metal The Decline of Western Civilisation Part II The Metal Years Heavy Metal Parking Lot Get Trashed

Digestive System Essay -- essays research papers

Purpose The digestive system prepares food for use by hundreds of millions of body cells. Food when eaten cannot reach cells (because it cannot pass through the intestinal walls to the bloodstream and, if it could would not be in a useful chemical state. The gut modifies food physically and chemically and disposes of unusable waste. Physical and chemical modification (digestion) depends on exocrine and endocrine secretions and controlled movement of food through the digestive tract. Mouth Mouth Food enters the digestive system via the mouth or oral cavity, mucous membrane lined. The lips (labia) protect its outer opening, cheeks form lateral walls, hard palate and soft palate form anterior/posterior roof. Communication with nasal cavity behind soft palate. Floor is muscular tongue. Tongue has bony attachments (styloid process, hyoid bone) attached to floor of mouth by frenulum. Posterior exit from mouth guarded by a ring of palatine/lingual tonsils. Enlargement sore throat, tonsillitis. Food is first processed (bitten off) by teeth, especially the anterior incisors. Suitably sized portions then retained in closed mouth and chewed or masticated (especially by cheek teeth, premolars, molars) aided by saliva Ducted salivary glands open at various points into mouth. This process involves teeth (muscles of mastication move jaws) and tongue (extrinsic and intrinsic muscles). Mechanical breakdown, plus some chemical (ptyalin, enzyme in saliva). Taste buds allow appreciation, also sample potential hazards (chemicals, toxins) Swallowing In leaving the mouth a bolus of food must cross the respiratory tract (trachea is anterior to oesophagus) by a complicated mechanism known as swallowing or deglutination which empties the mouth and ensures that food does not enter the windpipe. Swallowing involves co-ordinated activity of tongue, soft palate pharynx and oesophagus. The first (buccal) phase is voluntary, food being forced into the pharynx by the tongue. After this the process is reflex. The tongue blocks the mouth, soft palate closes off the nose and the larynx rises so that the epiglottis closes off the trachea. Food thus moves into the pharynx and onwards by peristalsis aided by gravity. If we try to talk whilst swallowing food may enter the respiratory passages and a cough reflex expels the bolus. Oesophagus The oesophagus (about 10") is the first part of the... ...a mixture of mucus and serous fluids, each produced to various extent in various glands. Also contains salivary amylase, (starts to break down starch) (antibacterial) and antibodies. In some mammals (and snakes!) saliva may be poisonous, quieting down living prey. Pancreas Endocrine and exocrine gland. Exocrine part produces many enzymes which enter the duodenum via the pancreatic duct. Endocrine part produces insulin, blood sugar regulator. Liver and gallbladder Bile, a watery greenish fluid is produced by the liver and secreted via the hepatic duct and cystic duct to the gall bladder for storage, and thence on demand via the common bile duct to an opening near the pancreatic duct in the duodenum. It contains bile salts, bile pigments (mainly bilerubin, essentially the non-iron part of hemoglobin) cholesterol and phospholipids. Bile salts and phosholipds emulsify fats, the rest are just being excreted. Gallstones are usually cholesterol based, may block the hepatic or common bile ducts causing pain, jaundice. Liver Multi functional: important in this context since the capillaries of the small intestine drain fat and other nutrient rich lymph into it via the hepatic portal system.

Marketing Concept

In the article â€Å"Pow! Romance! Comics Court Girls† by Matthew Phillips, it features the comic company’s new market. Male readers have always been the comics company’s target market for the past several years. Commonly, the main character portrays the strength of male gender. In the launching of the new comic series, â€Å"The Plain Janes†, â€Å"Re-Gifters†, â€Å"Clubbing,† DC Comics set a new target market, which are the female readers. It is a big opportunity to expand the possible customers for their market. Their market strategy is that they made the titles more appealing to the women. They based it on fantasy and romantic storylines to get girls’ attention. They emphasized female strength and their interests. By this strategic move, comic-book industry had their most significant growth. The Diamond Comics rose their sales to a 15% increase while Marvel Entertainment's publishing-segment revenue — which includes sales to booksellers and comic shops — rose 17% to $108.5 million. This market strategy is very advantageous for both parties. It provides materials for the female readers and also an additional market implying additional income for the company. The benefit of the market expansions is advantageous not only to the customers but more importantly to the company itself. The â€Å"Nolan Ryanx Pitches Virtues of U.S. Beef To Dubious Japanese† written by Amy Chozick, was all about the campaign on how to win back the Japanese customers on buying U.S. beef products. It has been very evident that the demand for beef had decreased since it was banned in Japan at 2003 due to the outbreak of mad-cow disease. It was a big challenge since there is a huge decrease in market and also competition was intensified. Japanese ordered more than 50% of their beef from Australia. By using a promotional strategy on the declining market, their market sales had been saved. Baseball legend Nolan Ryan was made as a campaign model. The slogan â€Å"Beef makes you strong!† was thrown during a ceremonial first pitch during a baseball game at   A concession stand called the â€Å"American Meat Booth† sold boxes filled with American beef and featuring Mr. Ryan's photo in the meat aisles at major grocery stores under in Chiba, a Tokyo suburb, last month. The campaign starring Mr. Ryan was featured in more than 2,000 different beef-related promotions over a three-month period. Once the problem was identified, promotional strategies (advertising campaign) are useful in uplifting the image of the product (U.S. beef) to the customers (Japanese consumers). Using Nolan Ryan, a well-known pitcher, as the endorser has a big impact on the Japanese since Japan is fond of baseball. He is also a credible person in line with meat knowledge since he also has his own cattle farm. In effect of this campaign, the American beef monthly sales had been doubled according to Philip Seng, president of the Denver-based federation. The cost of the promotion has not been stated but the ideal is that it should be relatively lower than the revenue. He admitted that there is a lot more to do to regain the past demand, after the sudden decline in sales due to the negative connotation of the mad-cow outbreak, but as their sales imply, the promotional campaign can be said successful.    Marketing Concept Marketing philosophy has experienced three major shifts during the history of commerce in the United States. First it was production oriented, then sales oriented, and currently it is consumer oriented. Till the late 1920s, companies had limited production capacity, and there was continuous demand for their products. The belief at that time was that, one can sell as much as one can produce. The entire company used to focus on production and Marketing was limited to taking order and supplying products on time. With the introduction of mass-production, production capacity caught up with and, in many areas, exceeded demand. Now, the businesses were sales oriented. Their philosophy became selling as much as one can, by using advertisements and other promotional activitiesThe end of World War II bought a world of choices to the consumers and a lot of competition to the existing players. There started a heavy competition for the consumer dollar. Businesses quickly came to realize that if t hey were going to get their share of those dollars, they were going to have to become more consumer oriented. This change in philosophy became known as the marketing concept.The Marketing concept relies on marketing research to define market segments their size and their needs. It is the philosophy that the companies should analyze the needs of their customers and then make decision to satisfy those needs better than their competition. (www.NetMBA.com)Thus, the marketing concept is essentially establishing a tangible relation between a company’s capabilities with customer needs. However, this is not the only factor that is taken into account. The marketing environment has other competitors who are planning the very same strategies to lure consumers. Herb Kelleher, CEO of Southwest Airlines says†We don’t have a Marketing Department; we have a customer department† And in the words of a fords executive â€Å"If we are not customer driven, our cars won’ t be either† (Kotler, Armstrong. 2006). Companies that have embraced the marketing concept have found that it has had a strong impact on sales. They have also found that, in many respects, it has changed the way they operate.In addition the volatility of the marketing environment like and changes in the political, economic, social and technological environment, should also be taken into account, while developing a strategy. Any organization that applies the marketing concept essentially puts its present and potential customer’s needs as a guideline for its marketing and organizational operations.For e.g. – Consumers need to eat when they are hungry. What they want to eat and in what kind of environment will vary enormously. For some, eating at McDonalds satisfies the need to meet hunger. For others a microwaved ready-meal meets the need. Some consumers are never satisfied unless their food comes served with a bottle of fine Chardonnay. (http://www.tutor2u.net/bus iness/marketing/marketing_concept.asp)However, after creating a desire in the consumers, the pricing should also be sufficiently affordable, make them actually purchase the product.The Marketing concept first analyzes the needs of the consumer and then decides the appropriate product to fulfill those needs. Being customer driven, the marketing concept starts with a target market and customers. The company then focuses on the needs of these consumers and integrates all its marketing activities towards building an effective relation with these customers.For e.g. – The shift in buying behavior from marketplace to â€Å"marketspace â€Å"made Microsoft enter into online automobile retailing with CarPoint.com. While CarPoint could not â€Å"sell† or deliver any cars, it could shift much of consumer search, comparison, and decision-making, including pricing, from the physical platform of the traditional car dealer to the virtual world of the Web (Boyd, Walker, Mullins, 200 6).As is clearly seen above, such customer-driven approaches succeed, when the consumers know what they want. There is a clear need which is fulfilled by a combination of product and promotional mix. In many cases however, the customers do not know what they want or need. For e.g. – 25 years back, the concept of e-books or for that matter cell phones for a regular usage was something an average customer could not foresee.Such cases call for customer driver marketing, where the company understands the customers even better than the customers themselves. As Sony’s Akio Morita says â€Å"Out plan is to lead the public with new products, rather than as them what kind of products they want.† (Kotler, et al, 2006) SONY Corporation was the first to come up with the idea of a â€Å"walkman†, when they observed that consumers like music to be with them always. It is just as if they well â€Å"humming the music†. The idea, which was initially fiercely oppose d, became a milestone in the company’s history.Marketing CommunicationAccording to Philip Kotler – Any Company’s marketing strategy requires more than just developing a good product, attractively pricing it and ensuring its ready availability to its consumers. The strategy must include communicating with its current and prospective customers, and what they communicate should not be left to chance. (Kotler et al 2006)Companies use a wide range of marketing communications to promote the company, their products and their services. A company’s total marketing communication mix consists of a combination of tools like advertising, sales promotion, public relations, personnel selling and direct marketing tools (Kotler et al. 2006).Each of these categories involves specific tools. Advertising includes brochures, flyers TV/radio broadcasts etc.   Sales promotion includes free demos, discount coupons, Sale etc. Public relations includes sponsorships, press releas es etc. Personnel selling includes trade shows, sales presentations etc. Direct marketing includes telemarketing, direct selling etc.Before any company decides to go in for a specific blend of the above mentioned tools, it should first decide the message to be passed across, the recipients or audience for the message, way and means of presentation and its timing. In addition the follow-up actions after the message is passed across should also be decided, in order to avoid confusion when the orders or product information requests do start coming in.Owing to the advancements in Information technology, the consumers are now becoming increasingly aware of various choices available to them. The markets hence are seen to becoming more fragmented. Targeting these different fragmented groups becomes a challenge for the company, especially when they wish to portray different images of the company to the consumers, without affecting the overall company’s brand image. This calls in for Integrated marketing communications,IMC , the integration of the company’s entire communications channel to deliver a clear and consistent message to the consumers, regarding the organization and various products. (Fill, 2004)The first step of any marketing communication strategy is awareness. Awareness in turn starts from curiosity.   A motion-control company launched its products in the Nuremberg market fair for the first time, by placing big boxes of candies in their stall. Needless to say, this attracted the curiosity of many people, who would later become its customers, to the stall just to ‘have a look at what is going on’.There is another thing which goes hand-in-hand with awareness, the target market or audience. This factor sets the tone of the promotion in question, and the kind of message to be passed on. There are two extreme end of the tone – humor and emotional. Companies use emotional appeal concepts like patriotism, family closeness, anim al welfare, sharing and giving etc. to promote their products.For e.g. – Salvation army uses moral appeal as a pull toward its goal of seeking attention. At the other end of the spectrum are the humorous ads, which are gaining more and more acceptance amongst American audience. According to various studies, light natured ads catch the attention of consumers. In one of its popular ads Budwieser and Bud light featured a wannabe donkey that wears fur hoof extensions and brays in effort to becoming a part of the Budweiser Clydesdales team (Kotler et al 2006).Message structure and format is very important, especially when print media is the desired mode of communication between the company and its consumers. Even the tele-ads are very much concerned about the overall logo and messages displayed on-screen to its consumers. The most popular example of this is the Statuary warning written on cigarette packs.They are always there, always mentioned and always displayed and yet the bala nce of injurious-yet fashionable is clearly visible in all of these ads. Yesmail sends clients’ promotional e-mail messages to targeted consumers who said â€Å"yes† when asked whether they wished to receive promotional offers in certain categories of interest (Winer, 2006).Choosing the media of communication is the next step. The is chosen based on getting the maximum amount of visibility and the media that creates lasting impression on the minds of consumers There are many channels that can be used in this case. For e.g. – the success of Harry Potter, collapsible scooters, the Chrysler PT Cruiser, and The Blair Witch Project is all due to word-of-mouth publicity (Kotler, Keller, 2005).The print media includes advertisements in magazine, newspapers, pamphlets etc. The most popular media still remain as the television and radio, though internet marketing is fast gaining over them.After the entire process of communication is done, one of the steps that should alw ays be done is collecting the feedback from the consumers. This is done so as to know the effectiveness of the communication on the minds of the consumer.This total marketing communications program used while promoting a company or business is called the promotional mix. Success is all about integrating separate approaches such as PR, internal and direct marketing into one complete marketing strategy. All the promotional elements which are used to gain customers must be planned and then implemented in a coordinated way. (Smith, Taylor, 2004).ReferencesBooksFill, C., â€Å"Marketing Communications: engagement, strategies and practice†, 2nd ed.,2004, FT Prentice HallKotler, P. Armstrong G., â€Å"Principles of Marketing†, 11th ed, 2006, PearsonKotler, P., Keller, K., â€Å"Marketing Management†, 12th ed., 1 March 2005, Prentice HallMullins, J., Walker, O., Boyd, H., â€Å"Marketing Management: A Strategic Decision-Making Approach†, 6th ed, 17 Oct 2006, McGr aw-Hill/IrwinSmith, R., Taylor, J., â€Å"Marketing Communications: An Integrated Approach†, 4th ed, 1  July 2004, Kogan PageWiner, R., â€Å"Marketing Management†, 3rd ed, 31 May 2006, Prentice HallWebsitesâ€Å"Marketing concept and orientation†,http://www.tutor2u.net/business/reference/marketing-orientationâ€Å"The Marketing Concept†, Oct. 2003, One Vision Ltd.â€Å"10 minutes Guide – Marketing Communication†, 2004, The Chartered Institute ofMarketinghttp://www.cim.co.uk/mediastore/10_minute_guides/10minguide_marketingcommunication.pdf

Victim Impact Statement

Victim Impact Statement – Drafted by Blanche Dubois Creative Writing Task – English HL Divya Jethwani (12B) Victim Impact Statement – Drafted by Blanche Dubois Creative Writing Task – English HL Divya Jethwani (12B) Your honor, I, Blanche DuBois am here today, as your living example of how a cruel crime can affect a person so radically, bringing in a change so drastic causing them to feel alienated and unwanted.The case with regard to my rape that we address in the court today may just be in relation to a sole crime committed by my darling sister’s husband, Stanley Kowalski; however, in all honesty I feel that I have been victimized right from the day I arrived at their residence at Elysian Fields. It may be a little too late according to the law to discuss a crime almost 5 years after it was committed, however that would only be in order if this crime and its effects were subdued instantly.Although, obviously that wasn’t the case, and eviden tly I am still suffering from the consequences of other people’s actions, I am still labeled as the person who is mentally imbalanced and furthermore, I don’t have enough money to pay off my debts for my stay at the recuperation center anymore. Who is going to restore my reputation? Who is going to pay off these bills that were generated for my recovery after my assault? How do I feel, after all these years, now that I am finally out of the four-walled room in the mental asylum that felt like prison? I feel incompetent, I feel redundant, I feel damaged and lastly I feel broken beyond repair.The years have passed by, but me; I’m still stuck in time, still stuck in that moment when I was whisked away to a mental asylum in opposition to my belief that I was going away with the handsome Shep Huntleigh. Is this fair your honor? Can the emotional scars that are now engraved on me be justified? It is possible to say that I might have been remotely imbalanced earlier du e to my disposition after the loss of our ancestral home, Belle Reve and I also lost my reputation and status back in Laurel for indulging in inappropriate acts with several men. It is also true that I have lost my husband several years go and the loss has been absolutely unbearable causing me to turn to alcohol and other harmful habits, however when I arrived at Stella darling’s house, I expected to receive love, warmth and affection but all I was showered with in return was animosity and a cold shoulder from Stanley Kowalski. It may not have started with an instant hatred; in fact it didn’t start with hatred at all. Stanley appeared to be of a very flirtatious and playful nature on our first encounter. The polygamous type, who may have possibly been sexually attracted to more than one woman, I noticed it instantly but I didn’t let it get to me.I had a sense of respect for the man, after all he is my sister’s husband, however after his act of infidelity, all I can say is that all men are the same, all with selfish desires. The first time I noticed a change in Stanley’s behavior was after the realization that we lost Belle Reve. He started to doubt me, started to believe that I had squandered away the money from the sale of Belle Reve and that I was lying to him and my sister. I do agree that I can be vain quite some times, however I can assure you all present here today I could never be so deceitful to perform such a venal act.The fact that this had planted a seed of doubt in Stanley’s mind started to make me nervous, my insecurities started to emerge and I could not handle this attack on me as a person. Stanley changed so drastically over such a short period of time, and suddenly I know that he has attacked my poor baby sister and planted a slap on her face. Which gentleman does that to his wife during pregnancy your honor? Can this even be considered a human act? Forget slapping your wife during her pregnancy, how c an one explain an act of adultery with your wife’s sister when she is going through labor in the hospital that very night?Chivalry is dead your honor chivalry is dead! That night when my little doll was suffering in hospital delivering his baby, Stanley came home to celebrate the happiness of the new life in the world and instead of celebrating together the birth of this child, the night turned into that of regret, hate and abuse. Stanley thoughtlessly abused my weakness and the fact that I was helpless and couldn’t shout for help at all. He was ruthless; he started yelling at me, called me a dreamer and told me I was imagining all the things that were happening to me and then when I tried to run away from him, he stopped me, blocked my way and I was helpless.I couldn’t run! And then he indignantly assaulted me in my sister’s house†¦ how am I supposed to feel your honor? Stanley Kowalski’s behavior is downright disgusting and filthy. This man is the reason for all the suffering my baby sister faces to date even after the birth of her child. I cannot handle to see her like this your honor, my baby sister; she’s the apple of my eye. Please help her, please help us, and please understand. Punish this brute rightly with the worst punishment ever for this sort of behavior.Your honor, we depend on you and the law for the correct judgment and punishment for all the pain and grief the beast has caused us. Thank You, Blanche DuBois Bibliography: â€Å"A Streetcar Named Desire. † SparkNotes. SparkNotes, n. d. Web. 14 Oct. 2012. . â€Å"AMERICANA – E-Journal of American Studies in Hungary. † AMERICANA: â€Å"Southern Bellehood (De)Constructed: A Case Study of Blanche DuBois† by Biljana OklopA? iA?. N. p. , n. d. Web. 14 Oct. 2012. .

Quality, by John Galsworthy

Quality, by John Galsworthy Best known today as the author of The Forsyte Saga,  John Galsworthy  (1867-1933) was a popular and prolific English novelist and playwright in the early decades of the 20th century. Educated at New College, Oxford, where he specialized in marine law, Galsworthy had a lifelong interest in social and moral issues, in particular, the dire effects of poverty. He eventually chose to write instead of pursuing law and was awarded the Nobel Prize in Literature in 1932. In the  narrative essay Quality, published in 1912, Galsworthy depicts a German craftsmans efforts to survive in an era where success is determined by adverdisement, nod by work. Galsworthy depicts shoemakers attempting to stay true to their crafts in the face of a world driven by money and immediate gratification - not by quality and certainly not by true art or craftsmanship. Quality first appeared in The Inn of Tranquility: Studies and Essays (Heinemann, 1912). A portion of the essay appears below. Quality by John Galsworthy 1 I knew him from the days of my extreme youth because he made my fathers boots; inhabiting with his elder brother two little shops let into one, in a small by-street - now no more, but then most fashionably placed in the West End. 2 That tenement had a certain quiet distinction; there was no sign upon its face that he made for any of the Royal Famil - merely his own German name of Gessler Brothers; and in the window a few pairs of boots. I remember that it always troubled me to account for those unvarying boots in the window, for he made only what was ordered, reaching nothing down, and it seemed so inconceivable that what he made could ever have failed to fit. Had he bought them to put there? That, too, seemed inconceivable. He would never have tolerated in his house leather on which he had not worked himself. Besides, they were too beautiful - the pair of pumps, so inexpressibly slim, the patent leathers with cloth tops, making water come into ones mouth, the tall brown riding boots with marvelous sooty glow, as if, though new, they had been worn a hundred years. Those pairs could only have been made by one who saw before him the Soul of Boot - so truly were they prototypes incarnating the very spirit of all foot-gear. These thoughts, of course, came to me later, though even when I was promoted to him, at the age of perhaps fourteen, some inkling haunted me of the dignity of himself and brother. For to make boots - such boots as he made - seemed to me then, and still seems to me, mysterious and wonderful. 3 I remember well my shy remark, one day while stretching out to him my youthful foot: 4 Isnt it awfully hard to do, Mr. Gessler? 5 And his answer, given with a sudden smile from out of the sardonic redness of his beard: Id is an Ardt! 6 Himself, he was a little as if made from leather, with his yellow crinkly face, and crinkly reddish hair and beard; and neat folds slanting down his cheeks to the corners of his mouth, and his guttural and one-toned voice; for leather is a sardonic substance, and stiff and slow of purpose. And that was the character of his face, save that his eyes, which were gray-blue, had in them the simple gravity of one secretly possessed by the Ideal. His elder brother was so very like him - though watery, paler in every way, with a great industry - that sometimes in early days I was not quite sure of him until the interview was over. Then I knew that it was he, if the words, I will ask my brudder, had not been spoken; and, that, if they had, it was his elder brother. 7 When one grew old and wild and ran up bills, one somehow never ran them up with Gessler Brothers. It would not have seemed becoming to go in there and stretch out ones foot to that blue iron-spectacled glance, owing him for more than - say - two pairs, just the comfortable reassurance that one was still his client. 8 For it was not possible to go to him very often - his boots lasted terribly, having something beyond the temporary - some, as it were, essence of boot stitched into them. 9 One went in, not as into most shops, in the mood of: Please serve me, and let me go! but restfully, as one enters a church; and, sitting on the single wooden chair, waited - for there was never anybody there. Soon, over the top edge of that sort of well - rather dark, and smelling soothingly of leather - which formed the shop, there would be seen his face, or that of his elder brother, peering down. A guttural sound, and the tip-tap of bast slippers beating the narrow wooden stairs, and he would stand before one without coat, a little bent, in leather apron, with sleeves turned back, blinking - as if awakened from some dream of boots, or like an owl surprised in daylight and annoyed at this interruption. 10 And I would say: How do you do, Mr. Gessler? Could you make me a pair of Russia leather boots? 11 Without a word he would leave me, retiring whence he came, or into the other portion of the shop, and I would continue to rest in the wooden chair, inhaling the incense of his trade. Soon he would come back, holding in his thin, veined hand a piece of gold-brown leather. With eyes fixed on it, he would remark: What a beaudiful biece! When I, too, had admired it, he would speak again. When do you wand dem? And I would answer: Oh! As soon as you conveniently can. And he would say: To-morrow ford-nighd? Or if he were his elder brother: I will ask my brudder! 12 Then I would murmur: Thank you! Good-morning, Mr. Gessler. Goot-morning! he would reply, still looking at the leather in his hand. And as I moved to the door, I would hear the tip-tap of his bast slippers restoring him, up the stairs, to his dream of boots. But if it were some new kind of foot-gear that he had not yet made me, then indeed he would observe ceremony - divesting me of my boot and holding it long in his hand, looking at it with eyes at once critical and loving, as if recalling the glow with which he had created it, and rebuking the way in which one had disorganized this masterpiece. Then, placing my foot on a piece of paper, he would two or three times tickle the outer edges with a pencil and pass his nervous fingers over my toes, feeling himself into the heart of my requirements.

Soujourner Truth essays

Soujourner Truth essays In an ever changing world , the evolution of man has been the most drastic in terms of technological, environmental, and emotional advancement. With great expansions in the various areas mentioned earlier the human being has ignored the very entity of there existence, and the power of reasoning, the ability to comprehend right from wrong without distortion. The Narrative of Sojourner Truth illustrates the hardships that were endured: enslavement, illiteracy, underclassing, brutal assaults, and murders. The African -American women were classed as third rate in the human scale that was implemented by the slaveowners; categorized under the whites, then under the African-American males. The African-American women were kept in good standing for the convenience of child bearing. Overburdened with the trials and tribulations of slavery Sojourner Truth was able to prosper with spiritual beliefs. Sojourner Truth's stability was made possible by a strong belief in the Holy Spirit. God was the major source of guidance, and willpower from the commencement of the slave trade until the emancipation of slavery. Slavery was orchestrated on a mass scale and caused the separation of many families in order to ensure that slaves would remain with there respective masters. Subservience to the slaveowners was considered to be sacred. Slaves were mentally programmed to believe there masters were gods. The wives of the slaveowners were seen as goddess's ,with there prime intent on down playing the daily work done by the African-American women. This was evident with Sojourner's first slave mistress, the continuos work routine that was endure by Sojourner, was difficult for males to accomplished. the slaves loyal to there masters. Ignorance of the slaves was a pivotal point in terms of loyalty. Considering slave knowledge was limited, in terms of the genetic appearance, beliefs, and language; sla...

Arterial Blood Gas

Symptoms of Arterial Blood Gas: ABG is ordered as a means to evaluate or control the patient's respiration and metabolic acid / base balance. This test evaluates the pH of the patient's blood and is used as an indicator of specific causes of acidosis or alkalosis. ABG is also used to measure the adequacy of acid / base balance treatment. ABG can also be used to measure oxygenation saturation. Types of tests and testing procedure: ABG is usually obtained by taking arterial blood. If OHS is suspected, various tests are necessary for confirmation. The most important initial test is to prove the increase in the amount of carbon dioxide in the blood. This requires arterial blood gas measurements, including the collection of blood samples from the arteries, usually the radial arteries. Given that this test can be complicated for each patient with sleep-related breathing problems, measuring the level of bicarbonate in normal (vein) blood is a reasonable I believe it will be a screening test . When rising (more than 27 mmol / l), it is necessary to measure blood gas The arterial blood gas (ABG) test measures acidity (pH) and oxygen and carbon dioxide levels in arterial blood. This test is used to ascertain the extent to which lungs pump oxygen into the bloodstream and remove carbon dioxide from the blood. When blood passes through the lungs, oxygen enters the bloodstream and carbon dioxide flows from the blood into the lungs. The ABG test uses blood taken from arteries that can measure oxygen and carbon dioxide levels before entering body tissues. Dr. Ori can do this test or trained person (Timby, 2009). Mr. J's blood test was sent to microbiology for testing, so it was useful for diagnosis and pointed out the extent of her influence on her illness. ABG provides interdisciplinary team information on oxygenation of the patient, adequacy of ventilation, acid-base level. Skinner (2005) and Adam (2009) agree that arterial blood gas analysis is an important part of patient's ventilation therapy and its acid-base balance diagnosis and management. Skinner continues to say that the usefulness of this intervention depends on the ability of medical professionals to analyze and interpret all aspects of gas. Nettina (2005) describes a test procedure called Allen, a test for evaluating a puncture site before puncture. This evaluates the circulation in the hand and whether it is appropriate to use the radial artery for puncture. The place is cleaned with alcohol, the allergic condition reduces discomfort and allows the use of anesthetic to increase the chances of success

Media Essay Example | Topics and Well Written Essays - 2500 words

Media - Essay Example This paper is about the menace posed by the inter-linkage of politics and media and the power of wealth in dictating the national agenda. As Al Gore succinctly puts it, â€Å"As long as individual citizens are not able to use logic and reason as the instruments with which they can dissect and meticulously examine ideas, opinions, policies and laws, corrupt forces will shape those policies and laws instead. It is the public’s lack of participation that empowers its abusers† (Gore 77). As Gore puts it, it is the thirty second commercial that goes a long way in shaping the attitudes of the electorate towards the presidential candidates. And these commercials are paid for by the elite that have a vested interest in propagating their point of view. As John Mcquaid puts it, â€Å"The media are constantly on the lookout for the odd moment that might capture some revealing truth about a candidate--and, ideally, create a feeding frenzy that consumes the campaign. In 2000, Al Go res exaggerated sighing during a debate, his TV makeup, and even the colour of his clothing became media obsessions. In 2004, it was John Kerrys supposed cultural elitism: the windsurfing, the request for Swiss on his Philly cheese steak. The problem is, such issues are almost always essentially trivial, having little to do with substantive issues or how a candidate might actually behave once in office†. Thus, what we have is a trivialization of public discourse by a media that is increasingly caught in â€Å"feeding frenzies† that have little to do with the larger issues that face the nation. I start off by describing the structure of media ownership and its relation to control in a globalised world. The iron grip of the global corporations over the media outlets operating as transnational entities has given rise to oligarchic tendencies and blatant misuse of the media apparatus. The subsequent sections detail the

Business Writing Class Discussion Assignment Example | Topics and Well Written Essays - 500 words

Business Writing Class Discussion - Assignment Example Francis then adds that including sub-topics when preparing the first draft is important as doing this later on can prove to be quite demanding and time consuming. Therefore including them at the first instance will aid efficiency. Joel basically reiterates what Francis said but he puts his thoughts differently as he mainly focuses on the creation of the problem statement and filing and storing enough data before embarking on the project. What is a problem statement? It is a concise description of the issues that need to be addressed by a problem solving team. The problem statement helps in providing the focal point for the document. In the legal profession such statements are referred to as the locus classicus. They help to give the document direction and tie in the whole document together. Collecting enough data before starting an assignment is also very importantas this is where one can retrieve materials. Most students use the internet but never save such documents in the belief that they can just use their search engines to look for these documents. This on the other hand consumes a lot of time which can be spent doing other activities. Storing this information is also useful for future references. The essence of planning cannot be emphasized enough and just to illustrate its importance, all the three class members have referred to it, including Timmy. According to Timmy, time management is key to achieving success. He says if he could do it all over again he would choose his topic much sooner and plan his time better. Procrastination is the best time thief and it is very common among students. It gives one a false belief that there is always ample time but before you know it, it is a day before the deadline and you are forced to burn the mid-night oil. Proper planning and organizing is of paramount importance if one is to achieve success both in

Current Trends in Human Resources Essay Example | Topics and Well Written Essays - 1500 words

Current Trends in Human Resources - Essay Example The senior teachers of the school are expected to proactively scan the environment and provide leadership for planning and managing organizational growth. At the same time, Human resource systems and processes are expected to enhance the effectiveness of learning process and develop leadership pipeline in the daily activities of school. Recruitment/selection, training/development, compensation, employee performance evaluation, reward systems and industrial relations are regarded as generic features of effective Human resource Management. With the increase of global job mobility, recruiting competent teacher is increasingly becoming difficult in the sector of education. Education Institute have a clear employment policy that emphasizes recruiting quality teachers in which case due importance is given to selection, but at the same time they also emphasize on providing training to upgrade the knowledge and skill of existing teachers in order to posses and retain their quality. Therefore by creating an enabling culture, schools are also required to work out a retention strategy for the existing skilled manpower. All of the schools had high expectations of the 45+ age group. In a number of cases this was simply a reflection of a very strong organizational culture which placed high expectations on everyone. In the cases where that was not so evident, the distinctive feature in common is that the schools have very positive attitudes to older teachers. Role of HR Managers is to implement the policies strategically to use the workforce skill sets and capabilities in order to exploit environmental opportunities and neutralize threats. This also includes the planning of innovation reward policy that recognizes contributions of older experienced teachers and their grant enhancements. At the same time, older teachers give training, develops the counseling programs to motivate the young teachers to improve their quality so as they remain in the field of teaching. The educati onal system should provide education that aims to benefit all those participating in it as well as society as a whole. The collective effort of senior teachers should increase the quality of education that will cater to the needs of local culture, the economy and a society based on knowledge and democratic principles, and ensures the right to education for all. The starting point for senior teachers is to define the content and activities which would contribute to the development of a better quality, more accessible, more flexible and effective system that would create intellectual and working human capital of junior teachers as the key asset. Recruitment and selection process should use the innovative techniques that include newspapers and internet so as to identify applicants with the necessary knowledge, skills and abilities and due importance is given to educational qualification and work experience. Various selection tools are used to assist in determining a person's personalit y, attitude and character in relation to the specifications that a position may require. The absolute necessity for the

A Critical Analysis of the Role of a Teacher Facilitating Children's Essay

A Critical Analysis of the Role of a Teacher Facilitating Children's Development in Speaking and Listening - Essay Example In the process of doing so, the paper discusses several speaking techniques and the role the teacher must possess to facilitate students in the process. The paper begins with the teaching aspects in listening and mentions several mild but powerful techniques, such as the teacher fronted listening technique where the teacher adopts the role of a reader who reads at a pace comprehensible by students, and the turn taking and topic management techniques where the teacher adopts the role of an expert in cognitive psychology. Sometimes the teacher has to adopt a role that encourages the students to explore the capacity of their minds. Several techniques for such a scenario have been discussed at length implying a deeper reflection used to analyze, synthesize, and evaluate (Dawes, 2008). Nowadays, language delay and word poverty are some of the biggest issue being generated in the society, therefore, the paper assess the role a teacher in the speaking up approach as well. In order to inculc ate the art of oracy, the paper discusses techniques that aid the development of a child’s thinking power which must be started from key stage 1. It has been established through the literature that there are many views focused on developing these skills at an early age, for the purpose of which, besides different techniques, the paper highlights the role of teacher as a facilitator and establishes this as of utmost importance. Teaching aspects in Listening After scanning the environment in which the session must be conducted, and collecting the material needed for the process, the teacher must also be well aware of the Key Performance Indicators of his/her job. Below are stated the most common strategies that are needed to instill the art of listening in children as well as the role required by the teacher when these strategies are applied. The teacher fronted listening technique One of the typical roles a teacher adopts when inculcating the art of listening into the students is the activity of listening to stories. For example the teacher selects stories for children that are from level 1 and 2 and contains only a few words unknown. Then the teacher slowly reads the story where each sentence is read at a pace comprehensible by the students. When an unknown word comes, the teacher writes it on the board and reads it twice. In this way, when the word comes again, the teacher quickly points to the board and the students identify it. This technique thus instigates the interest of learners to maintain their interest in what they are listening and also understand what they are listening to. Oral cloze exercises: Developing active listening in students compels the teacher to critically analyze the skills needed by the students and requires efficient strategies adopted by the teacher to meet them (QCA, 2003). One such strategy is the oral close exercise which involves the children to guess the next upcoming words. For example, the teacher starts the story and every 50 seconds stops so that the learners could guess the word without too much interruption in the story. The guess is immediately followed by the answer from the teacher (Newton, 2009). Picture ordering and ‘What is it?’ Technique: Another strategy is the Picture ordering and the ‘what is it’ technique. In the former, a wrong arrangement of pictures is used and the students are forced to use their listening abilities. For example, the students first listen to the description and then replace it with the right order. As for the latter strategy, this technique involves the teachers to describe something where the students have to further identify it.

The Role of Violence in Machiavelli's The Prince and Rousseau's Social Essay

The Role of Violence in Machiavelli's The Prince and Rousseau's Social Contract - Essay Example Both these works deal with the workings of a state, albeit of different kinds. Both these thinkers have distinct ideas and notions as to how a country or a kingdom should function. There is however, in both these works an unmistakable element of violence that shows itself to the reader who analyses the works carefully. While the presence of this violence may be attributed to the political conditions that existed while they were being written, it also owes a lot to the specific formations of statehood that are envisaged by these thinkers in their works of political theory. Both these works were written with the goal of the establishment of states that are peaceful; that is to say, both these works have intentions that are utopian. However, at some point of time during the establishment of this state or during the running of it, the role of violence does crop up as an issue that needs to be addressed and resolved. This paper shall attempt an exploration of these issues and a discussion of its implications. Rousseau’s theory of the Social Contract implies the establishment of a state where decisions are to be taken in consultation not with a few individual or a single individual but with the entire populace of a region that has agreed to become a collective. On the face of it, this appears to be a political setup where every member of the society gets a say in the implementation of the activities of the state. The mandate in a society that follows the Social Contract theory of Rousseau would have to be that of every member of the society. This is however, not practically possible as such a scenario would prevent any decision from being taken. This is because it is almost impossible that every member of a society would be in agreement upon every issue that concerns the public. Especially in matters of disputes between members of the same community, this theory would run into a great deal of problems. The only way in which the Social Contract theory can be im plemented in a practical way is through coercion of the minority views that are held in a society. Members of a society who hold such views have to be led into accepting the views of the majority. One needs to remember that even though some of the views expressed by Rousseau are fairly democratic in their nature, they are still not completely democratic in spirit. This leaves open the possibilities of coercion through violence that may be practiced by the state and members of communities that share the majority view upon the minorities of a society (as far as their views are concerned; the term is not used to denote race or ethnicity in this context). Apart from the physical violence that is inflicted one also needs to take into account the mental torture that is inflicted upon certain sections of the society that may be then marginalized. The utopian vision of the thinker is thus compromised and the state reverts to the corrupt model that it had followed earlier, that had definite unshakeable hierarchies that led to certain sections of the society remaining subjugated by those above them in the social order. Rousseau’s theories also create new hierarchies since there exists two tiers in the process of governance, one of which shall consist of a person or a group of persons who may then act according to the wishes of the collective of the populace of the state. Such a

Current Trends in Human Resources Essay Example | Topics and Well Written Essays - 1500 words

Current Trends in Human Resources - Essay Example The senior teachers of the school are expected to proactively scan the environment and provide leadership for planning and managing organizational growth. At the same time, Human resource systems and processes are expected to enhance the effectiveness of learning process and develop leadership pipeline in the daily activities of school. Recruitment/selection, training/development, compensation, employee performance evaluation, reward systems and industrial relations are regarded as generic features of effective Human resource Management. With the increase of global job mobility, recruiting competent teacher is increasingly becoming difficult in the sector of education. Education Institute have a clear employment policy that emphasizes recruiting quality teachers in which case due importance is given to selection, but at the same time they also emphasize on providing training to upgrade the knowledge and skill of existing teachers in order to posses and retain their quality. Therefore by creating an enabling culture, schools are also required to work out a retention strategy for the existing skilled manpower. All of the schools had high expectations of the 45+ age group. In a number of cases this was simply a reflection of a very strong organizational culture which placed high expectations on everyone. In the cases where that was not so evident, the distinctive feature in common is that the schools have very positive attitudes to older teachers. Role of HR Managers is to implement the policies strategically to use the workforce skill sets and capabilities in order to exploit environmental opportunities and neutralize threats. This also includes the planning of innovation reward policy that recognizes contributions of older experienced teachers and their grant enhancements. At the same time, older teachers give training, develops the counseling programs to motivate the young teachers to improve their quality so as they remain in the field of teaching. The educati onal system should provide education that aims to benefit all those participating in it as well as society as a whole. The collective effort of senior teachers should increase the quality of education that will cater to the needs of local culture, the economy and a society based on knowledge and democratic principles, and ensures the right to education for all. The starting point for senior teachers is to define the content and activities which would contribute to the development of a better quality, more accessible, more flexible and effective system that would create intellectual and working human capital of junior teachers as the key asset. Recruitment and selection process should use the innovative techniques that include newspapers and internet so as to identify applicants with the necessary knowledge, skills and abilities and due importance is given to educational qualification and work experience. Various selection tools are used to assist in determining a person's personalit y, attitude and character in relation to the specifications that a position may require. The absolute necessity for the

The Role of Violence in Machiavelli's The Prince and Rousseau's Social Essay

The Role of Violence in Machiavelli's The Prince and Rousseau's Social Contract - Essay Example Both these works deal with the workings of a state, albeit of different kinds. Both these thinkers have distinct ideas and notions as to how a country or a kingdom should function. There is however, in both these works an unmistakable element of violence that shows itself to the reader who analyses the works carefully. While the presence of this violence may be attributed to the political conditions that existed while they were being written, it also owes a lot to the specific formations of statehood that are envisaged by these thinkers in their works of political theory. Both these works were written with the goal of the establishment of states that are peaceful; that is to say, both these works have intentions that are utopian. However, at some point of time during the establishment of this state or during the running of it, the role of violence does crop up as an issue that needs to be addressed and resolved. This paper shall attempt an exploration of these issues and a discussion of its implications. Rousseau’s theory of the Social Contract implies the establishment of a state where decisions are to be taken in consultation not with a few individual or a single individual but with the entire populace of a region that has agreed to become a collective. On the face of it, this appears to be a political setup where every member of the society gets a say in the implementation of the activities of the state. The mandate in a society that follows the Social Contract theory of Rousseau would have to be that of every member of the society. This is however, not practically possible as such a scenario would prevent any decision from being taken. This is because it is almost impossible that every member of a society would be in agreement upon every issue that concerns the public. Especially in matters of disputes between members of the same community, this theory would run into a great deal of problems. The only way in which the Social Contract theory can be im plemented in a practical way is through coercion of the minority views that are held in a society. Members of a society who hold such views have to be led into accepting the views of the majority. One needs to remember that even though some of the views expressed by Rousseau are fairly democratic in their nature, they are still not completely democratic in spirit. This leaves open the possibilities of coercion through violence that may be practiced by the state and members of communities that share the majority view upon the minorities of a society (as far as their views are concerned; the term is not used to denote race or ethnicity in this context). Apart from the physical violence that is inflicted one also needs to take into account the mental torture that is inflicted upon certain sections of the society that may be then marginalized. The utopian vision of the thinker is thus compromised and the state reverts to the corrupt model that it had followed earlier, that had definite unshakeable hierarchies that led to certain sections of the society remaining subjugated by those above them in the social order. Rousseau’s theories also create new hierarchies since there exists two tiers in the process of governance, one of which shall consist of a person or a group of persons who may then act according to the wishes of the collective of the populace of the state. Such a

The communication plan Essay Example for Free

The communication plan Essay For instance if the target market has been decided to be the highest earning groups and wealthy teenagers and youngsters, as we suggest, then the marketing strategy has to take a certain course of action. The communication plan will only be successful if the company is able to firstly strengthen the brand position in the market. Apart from television and posh magazines it is important to give thrust to the brand by holding launch events and parties. Since the product line is being launched with the name of a topline model it would not be very difficult for the model to persuade the who’s who of fashion to pay a visit to a launch at the store or through a fashion show. Such an event or a series of such events in different fashion cities of the world will generate huge amounts of media publicity and awareness amongst the target market. This launching strategy could pave the way for eventually customizing this product line for the greater middle class. (OPCUK, n. d. ) The right kind of hype and media coverage can distinguish between a successful product and a not so popular one. Television is such a powerful medium that big events such as world cup finals, superbowl finals, major golf events attract billions of cumulative audiences worldwide. Therefore a well directed advertisement can generate positive viewership of the brand. A lot of the consumers especially in the high earning group have become technology savy and they expect good brands to offer a complete range of their offerings on the website or some forum. This calls for investment in a website or some online forum so that people could have a detailed look at some of the designs. In today’s world top brands understand the importance of billboards and poster advertisement as almost the great majority of drivers do observe an out of the ordinary billboard or poster. The image of this brand could be well complemented by a billboard campaign across all major posh areas and major subways in target cities. The billboard advert could feature a top hollywood young star in one of the stylish dresses of the product line. The message has to be simple and sraightforward and it should tell the customers that it is a product line for the urban youth which is style conscious. The billboard advert could just show the hollywood actor or actress saying â€Å"Pink is the new black† or something that reflects a change in trends and leads towards the arrival of this new brand. Any intelligent message that could appeal to the sense of style of the youth would be well accepted by the target audience. The advertisements and the billboard adverts need to be made expensive and they should give that look of class and style because these are the features that the product stands for. The distribution of the product is also a way of marketing the product to the target audience. Where should the product be placed such that it attracts the desired consumers to make the initial purchases first. Well, the most important thing would be to initially look at what is the strength of the current distribution network and can this current setup be effectively used to sell the product? These qustions must be asked before the distribution strategy is finalised. Once the product has been delivered to the sites and stores it must be viewed and bought by the target market within a specific time frame. Keeping this as the short-term objective the retail firm can go for selling the product on its own stores which are in posh localities and buying spaces in malls which are visited by the style conscious urban elite. An important thing to understand here is that the product line must be adequately placed otherwise the image of the brand can be destroyed.

Characteristics of Chinese Culture in Online Games

Characteristics of Chinese Culture in Online Games Abstract Game industry is a kind of globalizing market. This research is investigating the relationship between game art and culture. Due to each culture has an original root which influences particular cultural forms. Therefore, cultural barriers play a crucial role in the game design. In some ways, cultural barriers prevent games from globalization market. The society of online games is formed by players who come from various culture backgrounds. Additionally, the online game which involves more interactive elements is affected by culture significantly. Players are not playing with computer but human beings. This new way of game play gives more freedom to players and designers. Meanwhile, online game has close connection with culture. When we talk about online game industry we cannot ignore the Chinese online game industry, because China is one of the biggest online game industries in the world. The paper focuses on Chinese online game industry because of its accomplishments, highest speed of development and huge online game market. And how this ancient culture influences the new media form is crucial area to investigate. Firstly, brief original Chinese culture will be presented for clearing an archetypal culture value. Based on Chinese online game industry, a local game named Westward Journey Online ? is examined for getting valuable methods which are how to use the archetypal cultural values into game art. From the examination on Chinese culture, value methods possible are getting for widen audiences all over the world. However, there is limitation existing in this paper which ignores other distinguishing culture contents. Further research might go more detailed on various culture forms for this particular research area.   1 Introduction The main purpose of this research is to examine the archetypal/universal characteristics that are expressed in Chinese culture within Multiple Massive Online Games in order to explain to a western the shared human values that are expressed in a uniquely Chinese expression of archetypal human values. The study examines the impact of archetypal cultural characteristics on game aesthetics that is important for corporations that are desirous to explore business throughout worldwide. Due to globalization might be a kind of megatrend in modern society as cultural forms, cultural barriers might exist to prevent the global distributions of games to some extent in the process of game development. There was a hot discussion about a female character in different cultural styles online (Liuduanyinsu 2008). This female character named Faith who was the heroine in Mirrors Edge which was developed by D.I.C.E studio in Sweden (2009). Her appearance caused controversy about what kind of female charac ter could reach the expectation from each side of culture backgrounds. When Mirrors edge came to Japan, the Japanese players were not satisfied in the design of this character. Therefore, some of Japanese players adopted the female character depending on their own expectations. We could see the clear distinguishing features of different tastes on female beauty from figure 1 and 2. After the adaptation of the character, each side of players expressed their opinions. Both sides were not satiated to the other sides design. The discussion presented the cultural barriers on female beauty. Exploring the question that is how the features of culture influences game aesthetics could clarify the future direction of both single Game Corporation and the whole game industry. Therefore, a high level of culture understanding is necessary for meeting players expectations. As a result, the cultural barriers influence game aesthetics in certain ways. The platform of the study is set in China which is a long history country and has various mythologies which could reflect traditional culture and the process of development of each culture in some way. The culture studies could give us the solid basis of understanding of the Chinese cultural root and human values. The newest form studies of combing game art and culture open the door to explore new opportunities for fresh knowledge in this area. At the same time, the examination of Chinese culture could give a brief impression to western readers for understanding the distinct cultural form which has very different philosophy of life, attitudes, lifestyle, ideology and values from westerners. Meanwhile, it is aware that the myths influence game design and aesthetics significantly. Many myths are widely applied into game design and art, for example the characters in myths become main adopted features into game design like priest, Druid, Dragons etc both in western culture and eastern cu lture. Why is this situation happening? Are there same features between mythology and games so that the two things could be concordantly combined? In the research, the Journey to the West and games that were adapted from it is employed as a successful case to investigate for finding the acceptable answers. Moreover, the fast speed of development online game industry gives the research an additional benefit to unfold the examination. According to the trend of globalization, bigger game marketplace could be opened by applying different cultural contexts into game aesthetics after the research. Moreover, the game industry gains much more attention from modern society which includes academic field and marketplace. People desire to obtain benefits from the fresh and cutting edge game industry such as entertainment and education. The major research question is: how archetypal/universal characteristics are reflecting in online games based on Chinese culture? Afterwards, two further questions are: what is the archetypal characteristic of Chinese culture? And what kinds of archetypal could be translated into universal for more audiences in online games? For answering these questions, multidiscipline study will be involved. There are culture studies, art, marketing and the newest one- computer games study. Depends on aims and research questions, the objectives have been listed below: To establish understanding of culture for game aesthetics using creative methods in culture studies To explore the relation of mythology and game aesthetics across several subjects To explore the functions of culture in game aesthetics and seek possibility of combining two different cultures into game art for widen players. 2 The background information of Chinese online game industry 2.1 Localization of Chinese online game industry Chinese online game industry has a fastest speed of development and gives a great influence on the globalization game marketplace. From the research of the three nations that are American, Korea and China, it could be discovered that the income of American online game came from games exporting, and Korea is developing the exporting outside and locally operating, the income of China online game mainly came from locally operating. Therefore, a part of income in American and Korea online games came from Chinese online game marketplace (iResearch 2009). The report from iResearch (2009) evinced that the revenue of Chinese online game market occupied about 27 percentages of global game market and it is ranked the second position, American online game industry is 29 percentages to take the lead and Korea is the third position as 21 percentages. Due to the fact about the data sources of game exporting, it is aware that Chinese online games industry is localization because of the lower export level. The reasons might be the strategy of government, cultural barriers or limitation of development. However, the Chinese online game industry is the biggest game marketplace in the world that is gradually getting more and more important status in international game industry by reason that the Chinese market size is 30.4 million dollars which occupies 27.1 percentages of the gross income of global online game marketing in 2008 according to the iResearch China Online Game Research Report (2009). In addition, China online game industry has the fastest developing speed. The report also predicted that the occupancy of Chinese online game market will continually increase at the speed of 5 percentages based on the research. Additionally, it is expected that the occupancy of Chinese online game market will be close to 50 percentages, and reach to 45.9 percentages (iResearch 2009). So it will become a big importing point of international online game industry. 2.2 The reasons of localization of online games boom in China The localization of Chinese online game industry is possibly caused by multiple reasons. Are the Chinese players easily accepting the games which are set in other cultural contexts? The answer is negative. Local games with strong cultural contexts could get sympathetic attentions by players who live in the cultural environments. The cultural barriers caused game marketplace in certain ways. Based on the research about the developing areas of online games which are paid great attention in Chinese online game industry by Baidu (2009), the highest attention rate of place of online games developers is China, the 49.65 percentages, following the second place is Korea which is 43.82 percentages, then there are American and Europe occupied 5.36 percentages and Japan is the lowest attention rate which is 1.18 percentages. So we can see the major online games are developed by local Chinese developers and Chinese neighbour-Korea which has similar culture with China. The similar cultures shared common online game market. And online game industry meet the situation in China, it is getting more and more advanced support from government and other objective supports. Since the operating of Chinese governments strategy named reform and opening-up, the political climate became enlightened and loosened so that peoples concepts are diversity and more easily accepting new things and globalization environment is established as a result of that popular culture could gain opportunity of booming (Xiaolin 2008). Moreover, why could the online games get improvement in China rather than console games? One main reason is the pirate. In China, players could spend just few money to get the illegal copies from peddlers. This becomes a bad habit in Chinese players. And the pirate brings a negative influence to the console and computer games. Therefore, Chinese developers cannot get deserved profits from developing videogames and console games. The intellectual property of game developers is not protected. The failure sales of videogames and computer games give more space to online games development in China. Finally, huge population forms the largest marketplace in China. It is reported that there are more than three hundreds millions cyber citizens in China until 17 July 2009 depending on the update database of China Internet Network Information Centre (2009). Thanks to the development of hardware and cyber technology, the disseminate internet is continually growing. More and more people use internet in China, and there are more potential players on internet. Based on the investigation of Niko Partners, there are forty six million online game players who spent seventeen million dollars on online games in China (Sina 2008). This great circumstance for online games creates more and more opportunities for online game development. Following on the fast developing speed of Chinese online game industry, the further potentials need to be explored by the industry insiders. 3 The background of Chinese culture 3.1 The collective and discriminative culture In different situation, the definition of culture has different explanation. The research mainly discussed art and culture for the latter investigation of game art and culture. Therefore, the definition of culture related to art or aesthetics is the focal point; it does not mean we ignore other important comprehension of culture studies, all the necessary study also is considered through the whole process of investigation. For the later research, which definition of culture is properly suitable for investigating the relation of culture and game aesthetics might be sorted out. Firstly the definition of culture in dictionary must be considered. The culture in English involves several meanings as a noun. The one of major definitions in Oxford Advanced Learners English-Chinese Dictionary (1990, p.284) of culture described that all the arts, beliefs, social institutions, etc characteristic of a community, race, etc. In Collins COBUILD Advanced Learners English Dictionary (2004), there are similar explanations of the term culture that are culture consists of activities such as the arts and philosophy, which are considered to be important for the development of civilization and of peoples mind, a culture is a particular society or civilization, especially considered in relation to its beliefs, way of life, or art and the culture of a particular organization or group consists of the habits of the people in it and the way they generally behave. From there definition in dictionary, the main feature of culture is collective, a certain subject of peoples common min d. The common ground includes arts, beliefs, habits, lifestyle, customs, institutions and philosophy. So sometimes, the culture means peoples shared mind in one nation, one race even bigger in one group which has common benefits. Simply speaking, culture could be understood as a group of people who has a similar taste on game aesthetics in this field of research. This might be the reason why cultural barriers influence selling of games which involve strong cultural features. Excepting the property of collective of culture, another crucial nature of culture is discriminative. Culture is regarded as the collective programming of the mind that distinguishes the members of one group or category of people from another by Geert (2001). If a culture loses its own distinguishing feature, it will vanish in the world. In other word, culture involves another important function which is identifying humans origins. Therefore, different cultures exist by their identification and discrimination with other cultural forms. Applying the feature of culture into this research, the different areas in game industry could be distinguished by analysing cultural characteristics. There is another English word civilisation which is treated as a synonym of the word culture. It has similar definition with culture; however this word civilisation emphasizes on the differentiation of culture. People always say ancient Egyptian civilisation, American Indian civilisation and Arab civilisation etc. When we say Chinese civilisation, the name externalizes the particular cultural form. A culture is archetypal and distinguishing. Therefore, the different culture gives distinguishing art styles to various games. 3.2 Chinese culture The Chinese culture exists for thousands of years; it has great influences to the East area and other parts of the world. Due to the complex culture forms, it is hard to present a very clear and details of this particular culture. This paper is investigating the major root of Chinese culture which possibly affects modern new media the games. These contents of Chinese cultural root include Confucianism, Taoism and very crucial concepts of harmony between man and nature. These foundational concepts of Chinese culture give a great influence to very aspects of modern society. Meanwhile, games reflect or being reflected these traditional cultural concepts more or less. It needs to understand the cultural root for further studies of games and culture. 3.2.1 Brief introduction of Confucianism The Confucianism is a complexity. Some people consider it is a cult, others think it is a form of learning (Xinzhong 2000). However, the research regards Confucianism is a form of culture. The content of Confucianism involves several disciplines such as moral, social, political, philosophical, and quasi-religious which reflect cultural contexts in China. Due to the Confucianism involves different explanations in different historical periods; there is no specific definition for it. From different aspects, we could get different comprehensions from Confucianism. However, the central thought still exists and has positive impacts on modern Chinese people. Generally speaking, there are three cores themes and a crucial core concept in Confucianism. Those are Li ritual in English, De virtue, Ren humanity and the doctrine of mean. It is said that China is a state of ceremony because of the strict ritual from Confucianism. Some of the rituals were used into Chinese online games in order to give the local people familiar things in a virtual and realistic ancient world. In terms of original concept, Li is an important behavioural norm in Confucianism, and it includes traditional rituals. In Confucianism, it states that grades of peoples relationship which includes the monarch and his subjects, parents and children, older sisters (brothers) and young sisters (brothers) should be clearly distinguished, and upper position of person have superior rights than lowers (Baidu 2009). For example, in ancient Chinese imperial family the emperor could talk several wives, and the first wifes child is the son and heir who have greatest prerogatives than other wives children, such as acceding to the throne as the first person selected. And in modern China, the norm involves less power, but in Chinese family there are still some shadows of the Li existing. For instance, children should respect seniorities. When a Chinese family have an important dinner together, the oldest family member takes a seat in the best positions around a big table. The senior people usually have a greater power in the society, others always respect them. So the Li developed the strict hierarchy system in ancient Chinese society. The virtue named De in Chinese is a tool to measure humans behaviours. Filial piety and Loyalty are two main contents in Confucianism (Kai-wing 1994, p.36). Filial piety means children should respect their parents. Simply speaking, offspring should give supports to their seniorities that cannot take care of themselves. These supports include mental supports and material supports. There are many legends and tales talking about filial piety in China to instruct peoples behaviours. One of the famous stories about filial piety is that the person named Dongyong sold himself for money in order to bury his fathers body, the city named Xiaogan which means the miracle of filial piety inspires god came from the ancient story (Wilt 2009). Ancient Chinese emperor applies De into ruling. The virtue in Confucianism requests governors using benevolent politics and self virtue to rule civilians. It presents using virtue to educate people for peaceful and steady society. Humanity is a core content of Confucianism. It claims loving human, people should love each other, support each other and existing with each other. Therefore, the basic meaning of Ren is homage and friendship. In ancient Chinese governments always employed Ren into their ruling strategy, so it was developed to a kind of political strategy called policy of benevolence which advocated using the proactive and ethical human being to rule the country. It is different with western jural strategy. However, it involves some limit from contemporary viewpoints. The doctrine of mean is another crucial concept of Confucianism. Zhangxin who is a professor researching Sinology introduced his opinion about the doctrine of mean. The spirit of medium way is doing something using appropriate methods to keep the things in a reasonable and fair expectation for people. He also claimed culture does not need to meet the international standards and the archetypal culture is the universal. Medium way is a root of Confucianism and Chinese culture, it affects peoples behaviours at present. Peoples characteristics might be determined by the origin of their cultures. So the characteristics of Chinese people are introverted poise and defensive just reflect the medium way in Confucianism. 3.2.2 Brief introduction of Taoism In the research, the characteristics of China are going to discuss from the native religion of Taoism rather than investigation on religion itself. Taoism is a native philosophical and religious of China and it focus on the moral code. It came from China and has influenced East Asia for over two millennia and the West for over two centuries (James 2003). On one hand, Taoism is one of main original inspirations for Chinese games. On the other hand, it is a core of human value in Chinese society. Taoisms concepts could be applied into computer game design. The original religion involves several worships. Those include nature worship, totem worship, spirits worship and ancestor worship. Moreover, there is a complex system of Daoism, different branches have different leaders. These features of Daoism give great inspirations to game designers. The features have already employed into several Chinese games which used traditional themes and backgrounds. The Jianxia3 online employed many Daoisms elements into the game play (Kingsoft 2009). Players could choose Chunyang branch which is a real branch of Daoism as their clans. There are many rooms of Daoism could be employed into game design such as celestial beings, making pills of immortality and Fengshui theory in Daoism. Taoism affects human beings behaviours and thoughts; from this point the conducts in Taoism could reveal the core human value in China. The noun Taoism involves different elements with Daoism, at the first place we should distinguishing the two nouns for latter discussion. Taoism is a type of thought or doctrine; it was developed by Lao Tzu who is a thinker and ideologist in ancient China. The book named Tao Te Ching is a Chinese classic text which is considered as a basic origin in Taoism like Bible in Christianity. However, the first official classic of Daoism is named Taiping Ching. Tao Te Ching and Taiping Ching plus Zhouyicantongqi are considered as the origin of Daoisms religion and theory by current academic area. Simply speaking, Taoism is a kind of theory and Daoism is a religion. There are the jewels of the Tao: compassion, moderation and humility (Ray 1989, p.133). These conducts reflect to Taoist become a crucial belief named Wu wei which is action without bureaucratic, competitive, aggressive, or self-serving effort. Wu wei is a way of being that comes from an internal sensitivity to the natural rhythms of the universe, similar to water flowing over or around rocks, logs, or islands in a stream, (R. Paul 2002, p.152). Wu wei is a basic cognition of Taoism to the development of nature and human society. The general meaning of Wu wei action through inaction does not mean doing nothing but revealing things with soft and invisible power (Richard 2004). In Taoism, it is considered humans behaviours and the way of act should obey the law of nature. The all things in the world develop by themselves, human beings cannot intervene the development of nature and all other things. This thought forces Chinese people like to stick to old ways and make Chinese characteri stic becoming mediocrity. This is reflected in the characteristics is defensive and moderate temperament. 3.2.3 The relationship between man and nature in Chinese culture This concept of relationship between man and nature reflects into game design is that the characters in games usually involve appearances of natural things like animal monsters. The situation is very different from western games which seldom apply monsters came from nature. This might be caused by Chinese original root which is called harmony between man and nature which is widely considered as the main principal part of Chinese traditional culture. In the traditional Chinese culture, the world is separated into three parts that are heaven, manpower and earth. For each part there are specific classic texts for guiding peoples behaviours. I Ching is used to guide for explaining relation between heaven and manpower. It presents how to obey law of nature to make human ideal and healthy. The analects of Confucius expound relation between manpower and heaven for instructing people making right choices. And the Sunzi Art of War is a book to be used in war it presents relations of human bei ngs themselves. The Dao Te Ching which was mentioned in previous paragraph is employed to coordinate human and earth making the harmony between man and nature. The last one named Huang di nei Ching interprets earth and human beings for guide people to get the benefits from earth. The ancient classic traditional Chinese philosophy teaches Chinese people the major behaviours. It affects peoples choices more or less in modern society. Understanding Chinese culture, these principles have to be clarified, because when the character involves archetypal characteristics it must follows some elements from these concepts from ancient China. 3.3 The original mythology in Chinese culture Mythology should not to be neglected because it reflects culture in some ways. William considers myth is culturally important, and myths are this kind of story which are created by individuals interpretations in discriminating special societies (William 2000). Myths demonstrate certain culture contents such as religious, rituals, customs, and peoples behaviours. Therefore, it might bring us to an articulate culture form by examining the particular mythology. In terms of game design, there are many games applying mythic elements into character designs, background stories, environment designs and requests designs. There might have common senses between games and myths. Why could the mythic contents be widely employed into games? This chapter will discuss myth and find out the bonding point between myths and games. 3.3.1 The definition of mythology At the first place, it needs to clarify that what are mythology and what kind of characteristics is involved in mythology. Williams suggested that myths are fictional but not unreal and non-empirical, however they are not incomprehensible and formed by values of fundamental mythical orientations of cultures (Williams 2000). And a common contestation of mythology is that myths are stories about gods or remote ancestors, myths are sacred stories, myths are stories that explain how the world and humans came to be in their present forms, and myths encapsulate important information about human thought, feeling, history, and social life (Yang, Deming and Jessica 2005). However, particular myths could be understood by people who live in the particular culture environment, it is hard to be comprehended by other person who has different culture background if he has not established understanding of the particular culture. Because each culturally mythology has distinguishing features. But myths still have universal features like the statement was presented by Stith Thompson in 1955 that myths are connecting with gods and their behaviours, creation, and the general nature of the universe and of the earth (Yang, Deming and Jessica 2005). Therefore, myths are universal and archetypal in every cultural form by using dialectic method of analysis. Games as a creative industry need creation and imagination, however the design of games should not be incredible. The attributes of games are very similar with mythologys which discussed above. This is not a coincidence; this is why there are so many designers employed mythological elements into the game design. There are two reasons that games should be imaginative and believable. The first one is the purpose of playing for imaginative feature of games. Players are anxious for getting entrainment from games; they usually want to get different experiences from playing games. If the environment and characters in games are same with real life, the game will be boring. Even a simulating game like series of Sims also involves other virtual elements for giving different experiences to players. Another reason is for believable; a game should be attractive to players, when players play the game they are immersing into the games. Unreal and incredible characters and environment cannot be acc eptable by players. So most of successful games were adopted from real stories, the Non-players character, the monsters and the avatars for players were altered from fictional characters in mythology. Generally speaking, games and mythology have same attributes. That the reason mythologies are widely used into game design both in environment setting, background stories and character designs. 3.3.2 The origin of mythology The origin of mythology is various. Some myths are adopted from the narratives of scripture by adding several imaginative elements and altered contents of the original scripture. And historical events are another source of mythology; the real historical case was rewritten by later people using the forms of legends and fabulous traditions which are widely disseminated. Additionally, there are other two features could describe myths which are allegorical and physical, nearly all the ancient myths are symbolical and involved some educational contents in aspects of moral, religious or philosophical truth etc (Thomas 2004). In terms of the origin of Chinese mythology, it is generally believed that the Chinese mythology originated from the totemism of remote Chinese ancestors and legends of ancient tribes. Some Chinese myths are another form of historical records, for instance it is confirmed that the myth of Nà ¼wa is partly true after discovering the historical remains belongs to the period of maternal tribes in China (need evidences). Moreover, the Chinese myths mirrored contents of religions; the concept of three worlds that are heaven, earth and human being in Chinese mythology is coming from Buddha. Many online games which were set in ancient Chinese environment were applied the concept of three worlds into game design. The characters in these games are generally separated into three groups which are celestial beings, devils and human beings. The Chinese cultural concept of the harmony between human and heaven is also reflecting in the local mythology. The Chinese myths usually concentrate on explain rationalize, embellish, humanize, or historicize the mythical beings (Williams 2000 1993: 387). The Chinese myths usually involve the characters who came from nature, like various devils are transformed from animals or plants of the nature. And they involve historical events such as Yan Di who is a mythic figure that invented agriculture in Chinese history, and many devils in mythology are transformed from animals and plants so that their appearances embody the shape of original animals or plants. This phenomenon might be a kind of culture barriers existing in the form of mythology. From the statement above, we could see the origin of mythology causes a kind of culture barrier. Mythologies of one culture are formed with local nuances. For example, the Chinese mythologies are influenced by local religions which are Buddha, Taoism and cultural ideology which is the harmony between human and nature. The local culture might determine major contents of mythologies. And mythologies were spreading by people in the different periods, during the different historical periods peoples thoughts are different and in some way reflect the certain society cognition. Therefore, the mythology is a mixture of local culture and peoples ideology of that time. Depends on distinguishing history of every culture, the local mythology is hardly understanding by other people who came from different cultural background. 3.3.3 The Chinese mythology in online games Due to the similar points between mythology and games, they naturally combine together. Moreover, the