Measuring Reliability

The Myers-Briggs Type Indicator (MBTI) is one of the most popular personality tests in the world today.   However, data reviewed from more than twenty MBTI research studies has indicated that the test has inadequate validity.   In other words, MBTI does not adequately measure what it is meant to measure.   Moreover, MBTI has reported reliability coefficients for its four scales on general population samples in the ranges from 0.61 to 0.87.   Experts on psychometric testing reveal that reliability coefficients for short personality tests should actually be in the range of 0.7 to 0.8 (Psychometric Success). Does this mean that MBTI is unreliable? – No.   While this important personality test sometimes reveals a lower reliability coefficient than the other personality tests, even when its reliability coefficient is close to 0.61, the test is said to give us a dependable measure of the constructs it measures at least 61% of the time.   To put it another way, at least 61% of the people who use the MBTI once would see that their scores on the different constructs of the test would not change on a second testing session and all subsequent testing sessions. Reliability is also known as â€Å"repeatability† or â€Å"consistency.†Ã‚   A test with perfect reliability has a coefficient of 1.0.   A test with no reliability whatsoever has a coefficient of 0.   A test with perfect reliability is one which gives us absolutely consistent results with the same sample.   The higher the reliability, the better is a test, scientifically, given that we can trust the results of this test with confidence, knowing that they will not change drastically through retesting (Trochim, 2006). With MBTI, we can be confident that the test would show us a true picture of an individual’s personality at least 61% of the time.   Although this value is better than 50%, MBTI would have  given us greater confidence in terms of its measurement if its reliability coefficient always fell in the range of 0.8 to 0.9.   This would have led us to believe that MBTI is most definitely a trustworthy measure of an individual’s personality type. References 1.Psychometric Success. â€Å"Myers-Briggs Widely Used But Still Controversial.† Available at http://www.psychometric-success.com/index.htm. (31 January 2007).    2. Trochim, William. (2006). â€Å"Theory of Reliability.† Research Methods Knowledge Base. Available at http://www.socialresearchmethods.net/kb/reliablt.php. (31 January 2007).         

Crips and Bloods

The movie Crips and Bloods: Made in America is about a cluster of neighborhoods in the heart of Southern California. It highlights young African American men in two separate gangs called the Crips and the Bloods. The Crips are one of the oldest and largest gangs in the United States and the Bloods are a street gang originating from Los Angeles, California. They have been involved in murders, robberies, and drug dealing in the Los Angeles area. The film interviews former gang members Ron, Bird, and Kumasi, while recount their experiences growing up in the neighborhood in the 1950s and discussing the dangers of their previous decisions. Throughout this movie, the director accurately demonstrated many social theories however the labeling theory and the differential association theory stand out in the film. Labeling theory â€Å"examines the ascribing of a deviant behavior to another person by members of society† (OpenStax College, 2013, n.p.). This theory applies to deviance situations, which is a violation that is a rule made up by society. For example, â€Å"a teenager who lives in an urban area frequented by gangs might be labeled as a gang member. Accordingly, the teenager might begin to behave like a gang member or become one† (Chegg, 2018). This labeling theory perhaps explains better why young black Americans fall into crime and criminal gangs and this theory is exemplified a number of different times during the movie. In the movie, young men were stopped by the police for no apparent reason. Black people were not even supposed to enter a white neighborhood. And if they saw a young white twelve-year-old boy they were expected to say â€Å"yes or no sir.† The black men did not feel as wanted or respected and caused them to do more criminal acts. ). Individuals that are arrested, punished or prosecuted are labeled as criminals and others view and treat the labeled individuals as criminals. And also the labeled people find it difficult to obtain any form of formal employment. This situation led them into drug abuse and trafficking for the sake of raising money for their daily needs. Differential association theory is â€Å"a theory that states individuals learn deviant behavior from those close to them who provide models of and opportunities for deviance† (OpenStax College, 2013, n.p.). Simply Edwin Sutherland's this theory proposes that people learn attitudes, techniques, morals, and motives for criminal behavior through their interactions with others. For example, â€Å"a child who grows up among professional thieves is more likely to learn to steal; such a person might learn not only to regard stealing as acceptable but also specific techniques for stealing. In this view, younger people are more likely to learn deviance than older people† (Chegg, 2018). Throughout this whole movie, most of the former gang members are describing their reasons for joining a gang. For example, any of the African American children were not allowed to be admitted to any type of youth organizations. Even though a mother of a former gang member tried to sign her son up for Boy scouts, he was also rejected. If they had let that boy sign up for the youth program that would have taken him out of gang-related activities and lives would have turned upside down.

Mask Work in Drama Essay

Our mask work in drama was an experience that I very much enjoyed very much. It also made me a better drama student because I increased my body movement far more as my face could not be seen. It has also shown me that with a mask on you can go for it with your body movement but you should go for it just as much with out a mask on. Fragments This part of the portfolio is where I say what Fragments of Mask work I learnt and enjoyed. Key word Fragments: Fragments of movement we mainly made up our self’s but always had to keep them ritualistic and precise. The movement we were taught in certain lessons were from a ritual and had to be Ritualistic and precise so every move was important. Examples of fragments I learnt in the lessons regarding Mask work: I remember the first lesson that we did mask work I was so unsure weather I would like it or not. What we did was sat in a circle Miss Grenene did movements that we had to copy in a ritualistic style. Then she made up copy the ritual routine with sounds so eventually we were all doing the same movements and sounds making us a chorus. Then she made us carry on the ritual adding sounds and movements on to it as we go. Miss was also playing the drum, which made it sound like an ancient ritual war drum. I felt unsure while doing this but however my emotions became more confident as the class ritual got better and better. The feelings I had were that I had to keep together with the group like a chorus should. Real life sounds and memories of sounds and movements were used in that ritual to carry on to making our own ritual. Like clapping whistling stomping all kinds of sounds and movements. All these ideas ran through my h ead and I was thinking this is good so why not add this, this and this to the piece. This was the starting point for our work as next we had to do a ritual in masks, which really does complete the ritual. I had to team up with Ross, Jack, Lisa and Joe to perform a Ritual of travelling from a neutral calm place to a hot place, to a cold place and then a funny place. I discovered on this first performance with a mask that because my face was covered up I had to express my character with my body and even more so as I didn’t have speech. We all had to huddle together as well to look like a chorus. Sadly I felt nervous on that performance as everyone was moving at different times and I could not keep up so it went badly. For the movements I thought I should look freezing and act it and look hot and act it for the others I did the same basis for the ritual. I understand that a ritual is to be a serious occasion and you should act serious and focused while acting out a ritual like for example in a funeral or wedding. Which brings me onto my next piece which was when me Jack, Lauren, Keeli, and Michelle were acting out a wedding. The manor of this performance had to be serious and precise which it was. We did slow clear-cut movements that flowed and were symbolic to a wedding. This was a good piece when we performed it however the white cloth got caught in Keelis hair and we all ended up laughing. When we performing it I saw weddings on t-v and in real life and saw how formal they were, so I decided to draw my performance from that. I played the vicar and with the mask on I felt that Ginny was gone and the Vicar of the wedding was there. I felt calm and good about this performance as it was done well but we all laughed which emphasized even more the need t be serious in a ritual. Not one of my fragments up until now has made me happy with Mask Work. Not because I don’t like because I always couldn’t do my role correctly in movement or voice. Now I was put in a group for my moch exam and I was brilliant and confident from the word go I had no problem expressing my self and loved it. I feel that i f I did it once I can do it again maybe it was the pressure of the exam that made me do well, however I am far more confident with mask work after that. Response: My emotional response to mask work is to approach it in a willing way. I felt like I had failed whenever I didn’t give a good performance, which was most of the time, which hindered y confidence. I felt down like I did not know what I was doing wrong for a long time this made me frustrated with the work. This made me more determined though because I love drama so much I was not going to be perturbed by improvements that could and were in the end made. Also while we were trying new things I felt happy or sad or angry and this was related to the movements. I found that moving a lot made me happy and I could do that a lot if I was down. My Intellectual response to the work was to always be prepared and try everything and improve. I always wanted to intellectually give a good input to work and get a good out put from it. Ideas were always flowing into my head to put into a drama piece, but sadly I didn’t know when to stop. The movements that we explored were always ritualis tic and expressive according to the character or ritual we were playing in. In our moch exam I was so pleased with the response I gave to the work, which were magical ideas, and ritualistic movements, which got a good response, back this made me pleased. I always felt ready to try but had varied emotions through out mostly of focus and confusion to the drama piece. Development: Fragments were connected and developed as we learned more and put our increasing mask work techniques together into a ritual piece. Like our sounds like drumming or humming were connected to movements. For example a scream sound+ hands trying to pull your hair out could = an insane person in ritual. Another example could be a person with clawed hands above their head + a long grunt could = a person in a ritual who is angry. Mask + Movement = A soundless piece of drama where only the body can interpret the ritual using serious prà ¯Ã‚ ¿Ã‚ ½cis and ritualistic movement. Also you must always have your head forward and facing the audience. Then you should have your shoulders back and have clear ritualistic movements and if there is sound use it so it’s clear and relevant also loud or quite depending on the mood. Mask +Movement+ Sound= A Ritual with expressive movement and sounds were effective adding atmosphere depending on the ritual piece. Mask+ Movement+ Sound+ Music= For example a piece of mask work like Oedipus which was the play we did and turned into a ritual. Fro sound we used words from the play like death, marriage, hanging, the grouching of the eyes. Then we linked these to ritualistic movements like people dieing and the grouching of the eyes. We used the music when there was a lot of tension at a high peak of the ritual. The chorus did movements all together this looked very effective and I liked the way they all moved at different level but still looked like a chorus in a ritual. Evaluation: The moch exam we did was based on a play called Oedipus and which we had to extract 10 words and turn it into a ritual with movement and music. Our 10 words were: Death, Marriage, Hanging, Grouching, Suffering, Hurl me, Madness, stabbing daggers, pain, and loved ones. The chorus which was Niki, Chris, Kirsty, Joe and Michelle used slow movements and long drowning words which made the ritual sound like a world of despair. I was the narrator and I said about the Marriage, death and hanging and the gouging of the eyes in the beginning. This was very effective and then at the end I came on screaming madness. Then the madness the chorus came out and stabbed me to death then I said the madness is done like I was closing the ritual. I must say I loved the way every ones movements were so precise and ritualistic. This so effective and the sounds we used symbolized the movements we did which made it look really good. I liked it because it flowed well and the sounds were loud and expressive. If I had to change something about the ritual it would be the fact that we could have moved more in time and also that the music could have been used more to show tension. Also the clothes were good too Red symbolising blood and black is the madness of killing. The other groups were so good as well I learnt that from them practise makes perfect. They were so realistic in voice and movement. Especially Sheryl and Daniel in voice. The choruses in all the groups could have moved better though. From this the thing I have learned that everyone must work on is their movements. The audiences were so good they gave us a lot of claps and support to spur us on.

Technologies coming true Research Paper Example | Topics and Well Written Essays - 1500 words

Technologies coming true - Research Paper Example One of his assumptions is that he could, indeed, connect to the past and communicate with his dead father, or that he could link up with the future and connect with people trying to talk to him. According to the professor, time is flexible and it could be manipulated by twisting space. The documentary explains the possibility of using a circulating light beam to twist space and close time to a loop. The key challenge is to get laser power to twist space. The professor uses the principle of flexible time to send particles into the past. The documentary explores the link between energy, space, and time as developed by Albert Einstein. However, the professor acknowledges practical challenges that would make it impossible for the machine to connect to the past from the present moment. Various conditions have to be met in order for the professor to challenge the aspect of time as it appears in reality. It might be important to notice that some of the issues that connect to the questions a bout time are actually based on the acknowledgement of the bridge between the theoretical explanations and the practical difficulties involved. The acknowledgement of the difficulties involved in the practical possibilities of the time machine effectively distinguishes this documentary from many science fiction movies, which have always insisted on the possibility of uniting the past and the future through some technological implements born out of their own imaginations. The documentary separates the possible from the impossible by use of illustrations, theories, and explanations. It might be important to assess the similarities and contrasts between the grounds established in The World’s First Time Machine documentary and the imaginations that run through a science fiction film such as Back to the Future. Whereas the documentary attempts to provide facts about the workability of the time machine, the film begins from the imaginative point of view that already affirms such wo rkability and proceeds to explore the capacity of the machine to influence humanity and human destiny. The science fiction film, Back to the Future directed by Robert Zemeckis, effectively expands on the growing fascination about the possibility of man moving back and forth in time. The film is centered on the exploits of Marty McFly who manages to reverse the misfortunes of his family and friends by accidentally using a time machine invented by his friend Emmet Brown, a renowned scientist. McFly’s travel into the past is made possible after some Libyan terrorists kill the doc for having stolen their plutonian, which he used to power the time machine. McFly eventually learns that he is displaced from the present moment of 1985 up to the distant past of 1955. At this point, he meets his parents before they have begun dating and ensures that they are together in order to ensure the sustainability of the family. He is also able to prevent some of the happenings in the past becau se he had prior knowledge of them when he left 1985 towards 1955. For instance, he is able to protect his future father from the accident, which had brought him and his mother in love at the first place. He also meets the young Doc and convinces him to make possible his travel back into the future. During their encounter in the past, he warns Doc in a letter about his future murder at the hands of the Libyan terrorists. Doc wears a bulletproof vests and he is able to avert death. The second dramatic

The ETCHICAL Consumer Behavior Essay Example | Topics and Well Written Essays - 4000 words

The ETCHICAL Consumer Behavior - Essay Example l exhibitions of business, consumer behaviour is not static and shifts nearly continually; based upon current events, developments and culture, and a greater societal interpretation of what aspects should rank in what way. Rather than providing a purely theoretical discussion into consumer behaviour and motivations with respect to ethical and moral questions, the following analysis will consider three unique aspects of moral/ethical consumer behaviour and how they have impacted/continue to impact upon the way in which marketing and business development takes place within the current era. It is the further hope of this author that such a unit of analysis will be beneficial in seeking to understand and define the way in which ethical and moral considerations can be included within marketing approaches and how firms and business organizations can be reactive to the different needs that will be represented within this brief analysis. Firstly, before delving directly into the issue, it is necessary to understand that ethical and moral interpretations are deeply personal. Whereas it is true that a certain degree of similarity exists throughout society, the more relevant issue at hand has to do with the fact that cultural interpretation defines the way in which moral and ethical situations will be understood. Within such an understanding, the first section of this analysis will briefly engaged in an overview of the way in which culture impacts upon consumer behaviour and the manner through which different cultures will interpret ethical and moral issues and completely divergent ways (Lu et al., 2014). Similarly, the second portion of the analysis will delve directly in to the issues of ethics and morals that had been powerfully represented within a universal setting and impact upon the way in which firms engage with consumers. Naturally, these broad and overarching universal ethics and morals only represent those t hat are able to cross cultural lines and be represented

Death penalty Research Paper Example | Topics and Well Written Essays - 1500 words

Death penalty - Research Paper Example However, death penalty is given for heinous crimes and should not be wholly abolished as it will exempt the fear from the heart of criminal minded people and they will be prone to enjoy liberty in doing crimes. This paper will analyse death penalty in relation to minorities related to different class structures and races, and women on death row. Further, we will also talk about abolition of death penalty. The system of death penalty in many countries around the world is somewhat flawed as the people who are allocated to die for their crime are selected not through justice for all, but through racist motives. The people who usually get the death penalty or are placed on death row belong mostly to the minorities or poor classes of a society. In US, the African Americans and poor people usually face death penalty (Guernsey 7). The criminals who are sentenced to death are kept in special facilities called death row. These death rows are separated from the rest of the prisons (Guernsey 24). Many analysts support death penalty while others deny it altogether. The supporters find the system not racist while others regard it racist. The death penalty cases involving African American defendants are decided by white juries and attorneys who show their belief in death penalty. However, when the cases of white defendants are decided, they usually get less than death penalty. This is not the case always, but mostly the system papers racist (Guernsey 83). White population in US is the minority in terms of being punished with death penalty, however, African Americans form the greatest total of those receiving death penalty after the 17th century (Allen, et al 15). In case of analysis of gender in getting death penalty, it is quite clear that women faced lesser chances of getting death penalty than men. Prior to 1945, women out of those given death penalty were

Francis Fukuyama' s idea of human dignity Essay

Francis Fukuyama' s idea of human dignity - Essay Example Francis Fukuyama pronounced that man has not yet reached the end of history for man has not yet reached the end of science. The discussion of the consequences of biotechnology does comprise the strongest part of Fukuyama's latest book. Francis Fukuyama is able to stress out the ways in which man is benefiting from the surfacing of biotechnology as he stated in his emergent theory with this idea it is possible to reconcile his idea with Surowiecki with regard to maintaining human dignity amidst man's continuous use of biotechnology.The author is popular for his statements on biotechnology and human dignity more than a decade ago that, because the other possibilities to liberal egalitarianism had pushed themselves, history as we knew it was at a conclusion.Fukuyama's objective is not simply to describe the consequences of biotechnology, but to insist that biotechnology suggests unwelcome consequences both the designation of man and the existing communal structure. Fukuyama promotes tha t government institutions should be recognized to assess and standardize biotechnological innovations.The revolution of biotechnology as an emergence of progress and development is very evident with the rise into power of the breakthroughs in the pharmaceutical industry wherein medicines are now aimed not only to cure diseases but also to improve the existing normal conditions. For example, Prozac is used by people who are not depressed to increase confidence and reduce shyness; Ritalin is used by adults who do not have attention-deficit/hyperactivity disorder to increase their capacity to focus attention for sustained periods; and the antinarcoleptic Modafil is used by long-distance truck drivers who do not have narcolepsy to reduce their need for sleep. Nanotechnology is responsible for genetic modifications giving man the power to create their ideal man by selection of traits that affects the genetic makeup of future offspring. In vitro fertilization together with preimplantation genetic diagnosis now makes it possible to avoid the implantation of embryos with genes for serious disease or to select for sex. Human cloning has been a long-term debatable topic when it comes to biotechnology. There has been a widespread opposition to it. Many commentators have expressed a wide variety of concerns about these advances, such as their very worrisome potential to increase inequalities between those who can afford genetic enhancements for their children and those who cannot. It is unquestionable that our equal moral status, or worth, rests on certain properties we share, or as Fukuyama puts it, on our common human nature. Few argue that it is morally wrong to kill bacteria; presumably this is because the bacteria lack these properties. Fukuyama defines human nature as "the sum of the behavior and characteristics that are typical of the human species, arising from genetic rather than environmental factors." (Fukuyama, 217) It's worth noting that by this definition, human nature is an empty concept, because no human behavior or characteristic arises only from genetic rather than environmental factors-all are the result of complex interplay of those factors. But setting this difficulty aside, what is the common nature that could ground our human dignity and rights Fukuyama argues that it is the way language, reason, moral choice and emotions combine in humans that gives us human dignity. Our dignity rests on what he calls Factor X, "some essential human quality underneath [contingent and accidental characteristics] that is worthy of a certain minimal level of respect." (Fukuyama, 136) This "human essence" is a whole that is greater than the sum of its parts: If what gives us dignity and a moral status higher than that of other living creatures is related to the fact that we are complex wholes rather than the sum of simple parts, then it is clear that there is no simple answer to the question, What is Factor X That is, Factor X cannot be reduced to the possession of moral choice, or reason, or language,

Changes in attitudes towards sex Assignment Example | Topics and Well Written Essays - 250 words

Changes in attitudes towards sex - Assignment Example As a result of the growing influence of media on the society, American family system has been affected in a variety of negative ways. The collective effect of changing attitudes toward sex has been of weakening the family as the building block of the society. American society is becoming increasingly approving of the gay rights. For every man who gets married to a man, at least two otherwise heterosexual couples, and the whole families associated with them are destroyed. A positive effect of these changing attitudes toward sex is that sex education today has become more of a need than a choice. More people can be educated on the risks of unhealthy sexual behaviors. A negative effect, however, is that more educated people advocate in favor of abortion associating it with women’s liberty and freedom, thus increasing the rate of abortions in the country (Aulette, 2010, p. 215). Overall, circumstances have become conducive for increase in the premarital sex amongst

Ins Essay Example | Topics and Well Written Essays - 250 words

Ins - Essay Example The reason for making senders and receivers in each group is to have clearly defined roles in communication so that the communication can be analyzed from both perspectives. Besides, students’ roles as senders and receivers will be altered from one method of communication to another so that everybody has a fair chance to analyze communication from both roles. Students will be asked to share the requirements of each method of communication, barriers to effective communication in each method, and pros and cons of each method of communication. Having undergone the exercise and tried each method of communication, students will be expected to have a detailed insight into the various methods of communication employed in the contemporary industry. This understanding will help them make informed decisions while deciding the appropriate means and methods of communication in the various business contexts. Students’ reflective reports will be discussed in the class so that everybo dy is equally informed on the various challenges, weaknesses, strengths, and opportunities presented by the different communication

Process Centred Management Essay Example | Topics and Well Written Essays - 2250 words

Process Centred Management - Essay Example Reengineering changes production from a skill specific departmental process to a product centred approach that looks at the end product and the team effort required to create it. 2. The Building Blocks. The organizational structure may need to change or adjust to cross-departmental communications to support the process centred management approach. The change will require organization around outcomes rather than organization by tasks. In some cases customers may be able to complete part of the process thus eliminating a cost of or required personnel (not too popular among staff because it could cause lay-offs). This could take the form of automated ordering processes via the internet verses a call centre based ordering system. The organization must be prepared for flexibility and change and can do this by devising a strategy to support the change while supporting the workforce who will implement the change. 3. Impact on the organization. Change rarely comes easy and change to a process centred management system is no exception. Change impacts production, employees, management, and the organizational structure. Change is most often designed to cut costs and to increase profits. Employees are the ones that seem to be affected the most by change in management systems. Change from a skills or department approach to a process centred outcome approach may not come easily if it means a reduction in force (lay offs). Ownership of the change makes the change a whole lot easier. The employees will need to adjust to working toward an outcome (process) instead of a single task. This requires adopting a team approach and requires the employees to learn a whole process rather than a step in the process. Job design, job enlargement, and job enrichment all impact the worker. In short, the job gets harder and the employee needs to know and learn more. The employee transitions from worker to professional. Information sharing is a very important part of process centred management. Information can be shared by different team members instead of one department gathering information to pass on to another department for processing. Jobs and job descriptions will need to be reengineered to support the process centred approach. The decision point may need to shift in the organization from higher management down to where the decisions are implemented. Performance measurement is vital to successful process centred management because "measurement is the foundation of improvement2". Quality Assurance (QA) provides the opportunity to correct or confirm product quality and marketability. "What isn't measured doesn't happen because there is no incentive, knowledge, or ownership"(PPT06, Provided with Course). Quality assurance makes sure that the end product meets or exceeds customer satisfaction (demand). "QA in a process centred organization is measure by results, growth, and performance"3. A QA method that organizations can use is Plan, Do, Check, Act (PDCA)4 to ensure that organizational activities support the process centred management approach and thus support production and marketing activities. 4. Changes required in organizational structure. Of all the changes necessary when a switch to process centred management is adopted the change in organization structure will effect the organization the most. The "whose in charge" idea needs to change. Decision making power

Regeneration of Cartilage and Tendons in the Upper Extremities Dissertation

Regeneration of Cartilage and Tendons in the Upper Extremities - Dissertation Example Their research helped them establish that there are three main elements in tissue engineering and regeneration: sufficient cell numbers within the defect, access to differentiation factors, cell carrier or matrix which fills the defect and allows cell proliferation (Gao et.al., 2007). This study was able to indicate that cell regeneration of cartilage in the upper extremities is only apparent with stem cells in adult somatic tissues which can differentiate into various lineages of experimental conditions. In critically evaluating the research methods and content of this study, it is apparent to note that the topic chosen is very much significant and relevant in the current orthopedic practice, especially where this practice has yet to establish clear and effective cartilage and tendon regeneration. Unlike bones which often have mechanisms of quality regeneration in place, the authors focused their study on the regeneration of cartilage. The results of the study were very much support ed by their tables and by the literature review they presented. Moreover, the conclusions were drawn based on the logical evaluation of results as well as the discussion of variables. The limitations of the study were discussed, mostly in relation to the small population covered which also limited the generalized applicability of the results. Difficulties in regeneration of the cartilage has also been discussed by Scheibel et.al. (2004) where the authors carried out osteochondral autologous transplantations from the knee joints to the shoulder on eight patient respondents. Standard assessment measures were applied to the patients. After about 32 months from the transplantations, regeneration was seen in the cartilage indicating osseointegration of the osteochondral plugs and alignment of cartilage at the transplantation site. This study revealed that osteochondral autologous transplants in the shoulders offer viable options for lesions in the cartilage at the glenohumeral joints. Th e results of this study are very much related to previous studies on the subject matter in terms of the benefits of autologous transplantations for cartilage. The variables of the study were sufficiently explained and specified; however, limitations of the study were on the application of ethical research practices which the authors did not specify. It is difficult to gauge the application of confidentiality as well as informed consent without the authors specifying such applications within their text. The methods of the study are nevertheless replicable and repeatable for future studies and for future reference. Funakoshi et.al. (2006) carried out their experiment on tendon regeneration at the shoulders in their study where their subjects were rabbits. They experimented on 21 rabbits in order to evaluate the feasibility of nonwoven chitin fabrics in the acellular matrix rotator cuff regeneration. The subjects were assessed on the cellular level at 2, 4, 6, 8, and 12 weeks following surgery and intervention. The authors were able to establish the value of grafted shoulders on subjects, which exhibited type III collagen regenerated tissues. In other words, using chitin fabric as an acellular matrix helped the regeneration of the tendons in the shoulder area. This study also supports the notion which was already forwarded by previous studies where cellular regeneration on cartilage and tendons can be difficult, but can be made

African American Musuem Essay Example for Free

African American Musuem Essay The African Museum in Philadelphia is notable as the first museum funded and built by a municipality to help preserve, interpret and exhibit the heritage of African Americans. Opened during the 1976 Bicentennial celebrations, the AAMP is located in historic Philadelphia, a few blocks away from the Liberty Bell. Charles H. Wesley was a noted African American historian, educator, and author. He was the fourth African American to receive a Ph. D. from Harvard University. An ordained minister, Wesley’s distinguished career included 40 years of leadership with the African Methodist Episcopal Church. In 1976, he served as Director of the Afro-American Historical and Cultural Museum in Philadelphia, now known as the African American Museum in Philadelphia. Programs The African American Museum that is located in Philadelphia, Pennsylvania has some interesting education programs. These education programs focus on arts, culture, and heritage education. They place a major emphasis on the interests of the students, educators, artists, historians, scholars, and community organizations. These programs offer diversity with scheduling. The programs explore various African forms of cultural expressions. In these programs there are literary performances, hands on demonstrations, workshops, and storytelling performances as well. The African American Museum in Philadelphia feels its programs can be a vital link between the permanent and visiting collections for the many communities they serve. Exhibitions The exhibitions in the African American Museum in Philadelphia can some to be pleasing to the eye and stimulating to the mind. According to the African American Museum of Philadelphia these exhibitions invoke a deep collection of emotion ranging from pride and passion to excitement and enthusiasm. When visitors enter the museum they will come to Gallery 1, which includes a interactive timeline, images draw from historical record, that spans 100 years of history. In Gallery 2 there are full size video projections in which visitors can in engage in them. Once they are activated, a monologue about life in Philadelphia will begin. Some other aspects of the exhibit include an experience where you can walk the streets of Philadelphia through a large scale map, which is located between galleries 1 and 2 .

Vietnam Population Change Over Last 100 Years Cultural Studies Essay

Vietnam Population Change Over Last 100 Years Cultural Studies Essay Everybody knows Vietnam as a war country, truly, how long my historic country was, and it is how long wars were also. Those wars had affected a lot of my country including history, culture, environment, economy, policy, technologyà ¢Ã¢â€š ¬Ã‚ ¦ However, have you ever thought population which can be changed because of war? Actually, each war can decrease or increase population, but, how can this rate population relate with changing culture? Lets find the answer in the history of my home country in last 100 years. One-hundred years ago (19th century), it is the period when Vietnam was French colonization. Furthermore, this time could mark a new step forward of the changing population, especially culture. After possessing Vietnam, French had identified Vietnam by allowing the French who could immigrate in Vietnam, gathering military force into Vietnam to control. In this period of time, Vietnam population had regained balance, although almost Vietnamese didnt respond it so much. However, this time marked as beginning of innovated Vietnamese culture. When the French immigrated in Vietnam, they had their culture sharing with us including French was official language in almost school, French music, French art dance, French fashion French life style and modernization. For high society, this identification seemed to make them at the same level with French people, for other social classes, adapting French culture was enhancing knowledge and their business, for a few, this was by force. In general, du e to French colonization, Vietnamese culture has become diversity, especially borrowed language. Furthermore, at this time, the Vietnamese culture was distinguished North culture, Middle culture and South culture by some different policies, treatments and educations of French administration for each part in Vietnam. In one side, this made Vietnamese culture to become more multiform, and rich, but, otherwise, it made a barrier in Vietnamese relation between each part. About 1927- 1945, this was troublous time in Vietnam because of League for the Independence of Vietnam, and involvement between French administration, Japanese and United State. Furthermore, especially, in 1944-1945, due to the Japanese occupation of Vietnam, about two millions of Vietnamese people had died because of no food, natural disasters, grow just instead of rice, war by Japan and United State. This crisis seemed bringing to Vietnamese some phobias, at this time, only thing they could think that how to have food to survive. They werent interesting of showing off, festival, gastronomiesà ¢Ã¢â€š ¬Ã‚ ¦ however, at this period, the neighborly relation was more important than ever, all population in the South in one mind had supported the North overcoming this crisis. In fact, Vietnamese physical culture was farther and lost seriously, but, Vietnamese spirit culture was stronger. Fighting situation was constant until 1976, Vietnam was officially unified and renamed Socialist Republic of Vietnam, with Ha Noi which is its capital. From this period until now, Vietnamese population has grown regularly. Everybody started to recognize that they need to find lost cultures including traditional music, ancient architecture, royal dress and rural clothes,à ¢Ã¢â€š ¬Ã‚ ¦and complete other culture left to create Vietnamese own culture such as language, long-dress, art dance,à ¢Ã¢â€š ¬Ã‚ ¦in this period, life has been more stable and safe, economy has been developing, technology has grew, financial has improved, demand of life has increased, people has knew of taking care themselves and require more and more. Vietnamese culture had been perfect in short time, but, nowadays, with trend of globalization, culture is dissolve. When population increase a lots, it affects living space, education, employment, social benefit,à ¢Ã¢â€š ¬Ã‚ ¦ almost people in countryside emigrate to city to find a job, population density in city is higher than countryside, administration city lost control, education cant ensure its quality because of too students,à ¢Ã¢â€š ¬Ã‚ ¦in consequences, people has trend to live abroad, study a abroad, like to integrate outside culture. Beside, tourism is one of important business in Vietnam, it affects Vietnamese culture also. Actually, when population density is higher, everything is more difficult, serious and acute. In this environment, people take care themselves more than show excessive interest in other people. Therefore, Vietnamese spirit culture is weaker, and physical culture is just enjoyed as trendy entertainment for high social class such as some villas which has ancient royal architecture, royal gastronomies,à ¢Ã¢â€š ¬Ã‚ ¦ even though culture can have the right to refuse or agree integrating, but, in general, its result is also the same. Nowadays, Vietnamese government had some policies to solve these problems as the policy: each family should have two children, skyscrapers to improve living space, stimulating live in countryside, increasing amount of school, and manufactory to create job, building culture in educationà ¢Ã¢â€š ¬Ã‚ ¦ these policies has been useful, in consequences, in 2009, Vietnamese population has totally 85.5 million peoples, population growth is slowing down, economy is more stable with population structure of gold, social order is controlled, social benefit is improved and finally, Vietnamese culture was respected more for younger generation. Conclusion: Through this project, the population growth affects truly to change of the culture of my home country. Over the last 100 years in Vietnam, with population growth decreased and increased irregularly, it made Vietnamese culture own which is one of important factor to attack curiousness of tourist from whole the world. The culture is more strong or weak, more multiform or poorer, population growth is also one of important factor which affects it. As I mentioned before, culture has a strong relation with human, so, any change in human can also affect the change in culture. Have you ever thought when you change your life, when you have family and when you have children, everything you are doing now, it can impact your culture or the country when you live?

The Challenge Of Population Growth In Africa Economics Essay

The Challenge Of Population Growth In Africa Economics Essay It is generally agreed that the challenge of population growth is one of the most serious obstacles to development faced by LDCs in the 21st century. In the long process of human history, the relationship between the production of material goods and human reproduction is always interdependent. Therefore, a certain economy is the foundation of the existence and development of human beings; meanwhile, the reproduction of human beings is the condition for the development of economy. The historical experience has proved that the population growth has to keep relative balance with the development level of economy; otherwise, the human society will be punished by nature certainly. It is undeniable that the fertility of Africa is always out of control since the independence of African countries. In 1970s and 1980s, the average fertility rate of Africa reached 6.8 and 6.7; however, it was still high was around 5.4 in 2004 [1]. Besides the high fertility rate, the size of African population has never stopped increasing. In 1960, the African population was 282 million, which was 9.3 ¼Ã¢â‚¬ ¦ of the world population; however, in 2005, the African population had reached 906 million, which was 14.0 ¼Ã¢â‚¬ ¦ of the whole population in the world [2], in the 45 years, the African population increased trebly. Since Africa has the highest population growth rate and the second largest population in the world, the population burden will put more pressure on the development of economy though Africa is always suffering from poverty. To get through difficult situations, the African countries have to recognize the negative effects of rapid population growth on the developme nt of economy. First, the poor capital accumulation is the bottleneck of development in Africa. The development of economy requires solid foundation, and the material capital is the motive force of the development. The classical economist, Adam Smith emphasized that the accumulation of capital was the precondition of specialization [3]. For African least developed countries, they have abundant resource and labor, and the capital input can determine the level of economic development. Either of low capital output ratio and poor capital accumulation will hinder the development. According to the demographers estimation, an 1 ¼Ã¢â‚¬ ¦ increase on the population will lead the country to pay 3 ¼Ã¢â‚¬ ¦ to 4 ¼Ã¢â‚¬ ¦ of gross national income on the investment of additional population [4]. If more national income invests on the population growth, which means the investment on production will be limited strongly. As the rapid increase on the population in Africa, the structure of population is very you thful and the youth dependency ratio is always highest in the world [5]. Every year, African governments have to take a certain share of new output value to invest on the latest additional population, but Africa is also the region comprising many poorest countries. In 2000, the World Bank made public a name list of fifty nine poorest counties in the world, and thirty eight of them were in Africa [6]. Therefore, substantial fund have been ate by the large population, which leads to low saving ratio and large financial gap. The second negative effect of the large population on LDCs refers to the low quality of the population. In fact, the quality of population can determine the quality of labor directly, and human capital is always regarded as the key of the economic development. Theodore Schultz, the winner of the Nobel Memorial Prize in Economic Sciences, believed that a health and highly educated population was playing an important role in a countrys development [7]. However, the high rise of African population really hinders the improvement of human capital. On one hand, the investment from governments on education has fall much behind the rapid population growth in Africa, which leads to extremely heavy pressure on the education, such as the shortage of educational expenditures and teachers, low school enrollment ratio, high illiteracy rate. In 2001, the UNESCO reported that Africa was the poorest continent in education where the literacy rate was less than 60 ¼Ã¢â‚¬ ¦ [8]. On the other hand, sin ce the mid of 1970s, the African population growth rate was always going beyond the agricultural productivity rate, the self-sufficiency rate of grain and the per capita food expenditure kept decreasing. According to the Malthusian Population Trap, the universal tendency for the population of a country will grow at a geometric rate, however, the food supplies can expand only at a arithmetic tae [9]. Therefore, the food supplies can never satisfy the demand by rapid population growth in Africa. In fact, the African malnutrition population increased from 94 million in 1970s to 210 million in 1990s [10], and now the per capita food expenditure for African population reaches only 85 ¼Ã¢â‚¬ ¦ of the standard set by United Nations [11]. Since the African economy really depends on the agriculture and the export of primary products, the physical labor is still needed in the most regions. So, we have to doubt such large unhealthy and uneducated population could make contributions to the ec onomic development in 21st century. Third, the LDCs have to face the high unemployment rate which is brought by rapid population growth. Todaro points that an excess of job seekers over job opportunities in the LDC economy is the one of the major negative consequences of population growth [12]. In fact, it is normal that every country has a certain amount of people are in unemployment, but once the proportion of unemployment is excess, the economic development will be hindered and the whole society will become instable. Since the independence of Africa, every year the population within working age is becoming larger, and the labor force growth rate has excessed the economy growth rate, the economic sectors cannot create enough job opportunities to fulfill needs. In 1990s, there were average 10 million African people seeking job per year, however, the economic sectors could only absorb half of the additional labor force [13]. Even though the largest economy in Africa, the unemployment rate of South Africa was 41.8 ¼Ã¢ € ¦ in 2002 [14]. We can imagine how terribly high the unemployment rate of other more backward African countries is. Therefore, substantial labor force cannot be made full use of in Africa which really hinders the enlargement of production scale and optimization of industrial structure, in return, the economic backwardness will increase the unemployment rate. Eventually, it is hard for the LDCs to get rid of the vicious circle which combines high employment rate and poor economy. In fact, the population growth is a neutral phenomenon, in the 3/4 time of 20th century, the development of economy was accompanied by the population growth. However, the rapid population growth can slow down the economy growth and hinder the improvement of living standard, especially for LDCs whose foundation of economy is quite weak. If LDCs really want to achieve the Millennium Development Goals in 2015, they should recognize the importance of education and health to control the rapid population growth immediately.

The Utopian Solution in The Tempest Essay -- Tempest essays

  Ã‚  Ã‚   The entrance of The Tempest into theatres between 1610 and 1611, signifies a possible correlation between Shakespeare's play and the colonization of the ideal New World. Before analyzing the courtly order and utopian theme in The Tempest, it is important to understand the politics and culture of the court in the early 17th century. The society that Shakespeare emerges from plays an important role in the themes portrayed in The Tempest, because it leads to the utopian solution to the political and class conflict.   Ã‚  Ã‚   The definitions of politics and culture have changed drastically since the 17th century in Great Britain. The freedom of Americans to play an active role in politics and government greatly contrasts the role of the English during the time of The Tempest. Shakespeare lived in a time of government sovereignty, where the role of the people in politics was dependent upon their social (class) status. In "Political Culture," David Harris Sacks asserts that, "the 'sovereignty of state,' consisting solely in governmental powers, is understood to be a feature of a commonwealth, not the commonwealth as a whole" (Sacks 118-19). The lack of involvement of the majority of the commonwealth supports a problematic issue that the role of the people in government was dependent upon their social class, which presented an obvious inequality amongst the political system. The problems facing the commonwealth and the government lead to conformity and complacency amongst the people, but Shakesp eare had writing to overcome the ceiling on social class. Shakespeare's plays, specifically The Tempest, test the boundaries of politics and class order and tend to portray Shakespeare crossing from a conformist to a humanist. Shakespeare us... ...   Ã‚  Ã‚   David Scott Kastan. Massachusetts: Blackwell Publishers Ltd., 1999. 100-116. Gervinus, G.G. "A review of The Tempest." Shakespeare Commentaries. (1877):787-800. Rpt.     Ã‚  Ã‚   Scott. 304-307. More, Sir Thomas. "Utopia." The Longman Anthology of British Literature. Vol 1. Ed. David     Ã‚  Ã‚   Damrosch. New York: Addison-Wesley Educational Publishers Inc., 1999. 637-706. Platt, Peter. "Shakespeare and Rhetorical Culture." A Companion to Shakespeare. Ed. David     Ã‚  Ã‚   Scott Kastan. Massachusetts: Blackwell Publishers Ltd., 1999.   277-296. Sacks, David Harris. "Political Culture." A Companion to Shakespeare. Ed. David Scott     Ã‚  Ã‚   Kastan. Massachusetts: Blackwell Publishers Ltd., 1999. 100-116. Snider, Denton J. "A review of The Tempest." The Shakespearian Drama a Commentary:   Ã‚  Ã‚   The Comedies. (1890). Rpt. Scott. 320-324.   

Essay --

There is a wide range of concepts and definitions for companies The company is a contract whereby committed by two or more people that all of them contribute in a project designed to profit .by providing a share of the money or work-sharing that may result from the project of the profit or loss. Because of the definition of the company as a contract that requires the company to need to undergo this decade, the general rules and laws in the contracts and therefore recognize freely contractors in the organization and determine what arises from the rights and obligations and duties . Another definition of the company which is an association or group of individuals, members and people sharing common goals , vision and unite in order to focus about various organizing skills collectively or available resources to achieve the stated goals specific. http://en.wikipedia.org/wiki/Company There is a wide range of companies in the Sultanate of Oman and the most important and oldest of these companies are Oman Telecommunications Company Omantel is the leading company in the provision of integrated telecommunications services in the Sultanate of Oman and through the provision of a variety of modern and advanced services . Oman Telecommunications Company offers range of services that keep pace with technological development in the world. Omantel provides transmission networks that cover all parts of the Sultanate of Oman and enjoy this network signal strength . Oman Telecommunications Company Characterizes in sophistication in dealing with clients it is always listen to their ideas and opinions , proposals. They try very hard to achieve all the promises to keep up the needs of customers . The Omantel is considered as one of the tributaries o... ...t obtain approvals from other competent authorities and the following companies : 1 - The financial leasing companies , banks and financial institutions, and exchange companies that want to establish a commercial activity in Oman obtain approval from the Central Bank of Oman 2 - the insurance companies and the relevant agencies that want to set up business in Oman must get approval from the Department of Insurance in the Ministry of Trade and Industry / Capital Market Authority . 3 - industrial companies that want to set up business in Oman should get approved by the Ministry of Trade and Industry. 4 - medical products must be obtained approval by the Ministry of Health. the activities of printing and publishing and broadcasting must obtained approval for by the Ministry of Information and Culture. http://www.pkf.com/media/506937/doing%20business%20in%20oman.pdf

Summary of Plato’s Apology

PLATO’S APOLOGY In Plato’s Apology, I found that it is only named â€Å"Apology† but there is nothing about apology there. It is mainly the defense of Socrates for his accusations. He was a very decent intelligent man. Socrates said – â€Å"I am not a clever speaker in any way at all-unless, indeed, by a clever speaker they mean someone who speaks the truth. † By this statement he was able to make people think that he is only telling the truth, not making false things with his intelligence. I am amazed by the wisdom of Socrates. He was 70 years old when the prosecution happened. In that age he defended himself well and gave so practical logic in his speech that the accusers were just being dumb. Another thing that caught my attention is Socrates found the universal nature of human beings. All of us think that he is the most intelligent human in the world and no one can understand anything as he can. May be there are some people somewhere who are wiser than him but they are not around him. Socrates said, â€Å"I am wiser than this man: neither of us knows anything that is really worth knowing, but he thinks that he has knowledge when he has not, while I, having no knowledge, do not think I have. I seem, at any rate, to be a little wiser than he is on this point: I do not think that I know what I do not know. † With this speech he direct attacked the so called wise people of all time. Every human is same. God gave us all same talent. No one is more intelligent than the others. Who understand it, he become wiser. I found that the main reasons of accusing Socrates was not believe in the old gods and corrupting the youth of Athens. In those days, it was uncommon for anyone to go against the beliefs that were brought upon them. Meletus said that he is suing Socrates for voluntarily corrupting the young. It’s stupid to sue someone just because they don’t believe in your beliefs. All the major religions and scientific inventions of the world came by the different thinking. If men didn’t think different we would be live in the cave till now may be. I am inspired by Socrates wisdom and thought. Try to see things differently. Judge them in my own way. If they are wrong and I am right then I will not care what other people think. I will loud my voice, give people logic and will definitely prove that I am right. MD ABDULLAH AL MASUD ID # -02083047

Leadership Philosophy

Eisenhower said once said, â€Å"Leadership consists of nothing but taking responsibility for everything that goes wrong and giving your subordinates credit for everything that goes well†.   (http://www.maxwell.af.mil/au/awc/ns/electives/sld/sldsy.htm) Any deliberation about leadership must begin with the recognition of the fact that people want to be led. It is obvious to a great extent in the face of a calamity they find comfort and inspiration from their leaders. This is also true on a day-to-day basis. People tend to need and seek out guidance from strong leaders. â€Å"Leaders organize people—whether in a multinational corporation, a civic or charitable enterprise, a family business, or a high school.† (Ashby and Miles, 2002) According to Fairholm (1998), â€Å"one of the fundamental characteristics of leadership philosophy is its emphasis on a few values held in common by group members†. These values are summed up in a vision of what the group and its members are and can become. â€Å"In the United States, the vision typically integrates values described first by the founding fathers. These values include personal liberty, respect for life, justice, unity and happiness. These are widespread values that are essentially held and to the achievement of which most people dedicate their energies. Unless leaders tap these energizing values, they risk not being able to lead†. (Fairholm, 1998) A Policeman’s life is riddled with high standards of selfless service. They have to have integrity and it is widely known that they have worked hard without waver since their inception. A question which arises often is â€Å"How do you lead men in such a way that they will put their life on the line for you in an encounter situation in times of danger, and work twenty hours a day for weeks and sometimes months to resolve a crisis?† Of course this can be achieved through perpetual torture and extreme fear of the leading officer but Constables and Lieutenants under such a Captain will not give their job a 100 percent and the direct negative outcome of that will be that the team will not be functioning at full capacity. Firstly a leader must illustrate devotion and commitment to a life of service. Secondly, it is of vital importance that a leader must be considerate and concerned about his people. (Puryear, Jr.) These tie in with the principle of observation of a role model. A leader’s subordinates have to see that their leader is entirely dedicated to his job and doesn’t only treat it as a job or simple tasks which have to be performed out of duty. A leader must display his love of the occupation so that his subordinates have a role model to follow. However, they will not follow him without question if he doesn’t demonstrate affection for those under him. There is no need for physical forms of affection. The kind of affection needed can simply be demonstrated by thoughtfulness from a leader. A leader needs to be genuinely concerned about the safety of those under him. In a job such a police officer’s this is particularly important. An officer's subordinates need to know without any doubt they their lives are in the hands of someone who cares. Brilliant examples of concern for staff have been littered through the US military history, â€Å"Gen. Vandenberg invited a colonel to sit in on a conference with the legendary Macarthur. Gen. Twining gave up his Christmas vacation to permit Quesada to catch up on his flight training. General John P. Ryan took coffee to mechanics working late at night. General Brown allowed a crewman to release his frustration by putting on his cowboy hat and boots. He also provided flights home during temporary duty for his officers and men, and he saw to it that enlisted personnel living in barracks could have a leisurely breakfast on Sundays.† (Fairholm, 1998) With such an amazing array of leadership in our country’s history, one should take a leaf out of their book. Some may think that all leaders would comprehend and be aware of the significance of looking out for those underneath your authority, yet such is not always the case. A primary principle which policemen follow is to develop a sense of responsibility among their subordinates. General Marshall would say throughout his career to his subordinate officers, â€Å"Fix the problem, not the blame†. At times, a leader has to rely on himself and more imperatively, on his workforce to see him through the storm or bad weather. (Barber, 2004) It is of vital importance that the subordinates discover that they are capable of achieving more, the subordinates assessment of what constitutes of difficult is a direct consequence of their frame of reference. This problem can be solved with mentorship. Part of mentoring someone involves placing a subordinate in contact with people at the top who are making the toughest decisions. As Murphy and Riggio (2003) put it, â€Å"Opportunities such as observing another's leadership and management skills in action or gaining self-awareness through another's perspective are just a few of the benefits of mentoring†. Using Gen. Shy Meyer's definition, a mentor is someone who provides â€Å"guidance, counseling, advice, and teaching† and, with that, â€Å"door opening† -meaning opportunity. â€Å"The result of door opening and mentorship is that with progress in rank and responsibility one gets the toughest jobs, the longest hours, and the greatest sacrifices in family life.†Ã‚   (Puryear Jr., 2000) Unfortunately many leaders have developed the â€Å"one-size-fits-all† mentality. This blunder is the outcome of an ironic combination of overconfidence and under confidence in the value of an old, recognized and formerly victorious plan and under confidence in being able to master or develop an original but new and so strange plan.   Sometimes Police officers want to get fast results and so get impatient and apply this theory their operations. One's previous knowledge is always an advantage and it is a huge part of any operation but it must only come into play in the context of the present circumstances. Some may attribute the habit of to a lack of ability to comprehend or even mental laziness. Inductive reasoning is required to avoid such am error.   This entails the skill to look at and understand the bigger picture. Of course this may require the investigation of hundreds or thousands of concrete facts and observations, then set aside those which are insignificant and of no great consequence and finally amalgamate the remainder of it into tiny basic conclusions and standards. The final question has to be â€Å"What does this all add up to?† This can be done through two ways; Inductive reasoning and Deductive reasoning.   Inductive reasoning is based on simplification prioritizing. It involves turning complexity into simplicity by imposing order on seeming chaos and identifying what has to be done before any other outcomes can be achieved. What is a fundamental need to be considered and this fundamental feature is what everything else will rely on and function upon. Deductive reasoning works in another manner. It involves integrating what has been discovered with prior knowledge and then applying it to the current situation. Some may find the level of complexity required too great. So they bluster and make demands on subordinates and use familiar strategies, but they never get to the real heart of the problem because they do not know what it is. There may be a lack of creative imagination as well. All of this is very hard mental work and requires intelligence and logical thinking; a policeman’s work is not only restricted to physical activities! A few leaders often do not know that they cannot handle the job properly. More often than the foundation of their self-esteem is always being right and always being in control of things. They would feel humiliated and degraded if they admit that they cannot complete a task correctly. They lie to themselves by convincing themselves that they can do it and fall into a whirlwind of desperate, inept measures. None of them could be right but that point they stop thinking. They replace thinking with clumsy actions. When things begin to go bitter, they lash out at their subordinates and then segregate themselves so that they will not have to hear the bad news. All this makes them progressively less able to fix what is really wrong with the operation. (Murphy and Riggio, 2003) Henry L. Stimson, the secretary of War through 1990 and 1911 once said, â€Å"I had been accustomed throughout my life to classify all public servants into one or the other of two general categories: one, the men who were thinking what they could do for their job; the other, the men who were thinking what the job could do for them.† (Puryear, 2009) True leaders who others follow without any doubts or questions even in the worse of circumstances are those who do the former. References Barber, E. Brace. (2004) No Excuse Leadership: Lessons from the U.S. Army's Elite Rangers. Hoboken, NJ. Wiley. Fairholm, W. Gilbert. (1998). Perspectives on Leadership: From the Science of Management to Its Spiritual Heart. Westport, CT. Quorum Books. Murphy, E. Susan & Riggio, E. Ronald. (2003). The Future of Leadership Development. Mahwah, NJ. Lawrence Erlbaum Associates. Puryear, F. Edgar, Jr.(2000) American Generalship: Character Is Everything The Art of Command. Presidio Miles, A. Stephen & Ashby, D. Meredith (2002) Leaders Talk Leadership: Top Executives Speak Their Minds. New York Oxford University Press. AWC Elective: Strategic Leader Development http://www.maxwell.af.mil/au/awc/ns/electives/sld/sldsy.htm Accessed January 5, 2007   

Homophobia

Homophobia among University Students The term homophobia, sometimes referred to as homonegativity and sexual prejudice, refers to an unreasonable fear, avoidance, and discrimination of homosexuals. Society has greatly changed their views on homosexuality over the years, yet homophobia still exists today. Extensive research has been conducted on homosexuality and how it affects our society. A previous study aimed at measuring homophobia examined literature on the topic since 1987.It was found that while society has seen a reduction in homophobia over the past twenty five years, discrimination still remains to be an issue (Ahmad & Bhugra, 2010). Another study was conducted at a university that examined the impact of college sexuality classes on students’ attitudes toward homosexuality. This study used a comparison group and had participants of both groups take two surveys, one at the beginning of the semester and one at the end.This study found that a sexuality curriculum can he lp to reduce homophobia by exposing students to accurate information (Rogers, McRee & Arntz, 2009). However there continues to be issues with measuring such a sensitive theme for reasons such as, measuring an attitude is difficult to do, and acquiring honest responses can also be a challenge. The present study aims at measuring homophobia among university students by asking a wide range of questions around the central theme. Methods ParticipantsParticipants were ( ) male and ( ) female undergraduate psychology students from a California university. Materials A survey was developed around six main themes. Those sixt themes were then divided among six groups, three in each lab, and each group developed five to ten questions that would measure their assigned theme, and research five to ten more questions from research articles. Seventeen questions were developed to measure homophobia. One question asked if marriage between homosexual individuals is acceptable.Another question asked whe ther homosexual couples are as qualified to raise children as heterosexual couples. Another question asked the participant if they would end a friendship upon discovering a friend was gay. Most answers were presented on a likert scale, using anchors 1=strongly agree; 2=agree; 3=neither agree nor disagree; 4=disagree; 5=strongly disagree. 1=strongly agree; 2=agree; 3=neither agree nor disagree; 4=disagree; 5=strongly disagree. However to ensure increased reliability, some questions were deleted and replaced with new ones and the survey was administered a second time.Procedure The survey was posted on psychsurveys. org for three days. Participants were emailed a link to access to and complete the survey. After the survey was complete, a reliability analysis was done, and some of the questions were replaced with new ones. Participants then had another three days to log back into the survey and re-take it. Results Discussion In order to increase this scale’s reliability, a larger survey should be used in the future to assess homophobia, with more in depth questions about feelings and attitudes around homophobia.Directly asking participants whether or not they are homophobic would create a floor effect because it is unlikely that anyone would identify themselves as homophobic. Instead, many carefully thought out questions should be used. Developing questions to assess a feeling like homophobia is a difficult task. Questions need to be worded in such a precise way as to not lead the participant into answering untruthfully. Questions need to be neutral so that the participant does not feel pressured to answer a certain way.In addition, the answer format was not ideal for all questions in the homophobia section of the survey. Answers were mostly reported on a likert scale for statistical purposes, while open-ended responses may have been more insightful. Furthermore, the sample used in the current study was all college students from California. Had this survey been administered to non-students from a more conservative state, or at a religious gathering, the results that were obtained may have been greatly different. Conclusion ReferencesMcCann, P. D. , Minichiello, V. , & Plummer, D. (2009). Is homophobia inevitable? : Evidence that explores the constructed nature of homophobia, and the techniques through which men unlearn it. Journal of Sociology, 45(2), 201-220. Retrieved from http://jos. sagepub. com. libproxy. csun. edu/content/45/2/201. full. pdf html (McCann, Minichiello & Plummer, 2009) Ahmad, S. , & Bhugra, D. (2010). Homophobia: An updated review of the literature. Sexual and relationship therapy, 25(4), 447-455. Retrieved from http://web. bscohost. com. libproxy. csun. edu/ehost/detail? [email  protected]&vid=1&hid=122&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ== (Ahmad & Bhugra, 2010) Rogers, A. , McRee, N. , & Arntz, D. (2009). Using a college human sexuality course to combat homophobia. Sex education, 9(3), 211–225. Retrieved from http://web. ebscohost. com. libproxy. csun. edu/ehost/pdfviewer/pdfviewer? [email  protected]&vid=1&hid=122 (Rogers, McRee & Arntz, 2009)

The Comparison Between Psychodynamic and Humanistic Theory

The Comparison between Psychodynamic and Humanistic Theory There are very distinct differences between Psychodynamic and Humanistic Counselling but both ultimately offer the help and guidance to discover why we act the way we do and why we make certain choices in our lives. Throughout this essay, I will endeavour to explain those major differences and you will see that despite these completely different methods of therapy, depending on what the problem maybe, they can both work very effectively in their own way. Carl Rogers, born in 1902, was the originator of the Person Centred Approach or Humanistic Theory.His work was influenced by his experience of being a client and a counsellor (Casemore, 2006) and he believed a trusting relationship was essential in helping the client to grow and develop in order that they could cope with difficulties in a more effective manner and to function more effectively. There is a strong emphasis of the need for counsellors to think of their clients as people rather than impersonal bodies. Characteristics important for effectiveness in the counsellor/client relationship are congruence, where the counsellor must be genuinely themselves, a complete and whole person.Empathic, which is the ability to understand and appreciate the clients perspective. To ‘live’ in their world and accept who they are unconditionally and unconditional positive regard which involves accepting the client completely and in a non-judgemental way. Rogers believed that all humans have a natural desire for personal growth and potential so that they can take responsibility for their own actions and the way they live their lives. This view is called the Actualising Tendency. He believed that everybody had an inner need to wholeness.The self-concept is also important in Person Centred Counselling. This relates to the individuals perception or the way in which they see themselves based on life experiences and attitudes from those important people arou nd them when they were young. Abraham Maslow is another theorist whose contribution to the Person Centred Approach is very significant. He proposed a hierarchy of needs which he believed were responsible for human motivation and drive. They are as follows: Physiological Needs – These are biological needs.They consist of needs for oxygen, food, and water. They are the strongest needs because if a person were deprived of all needs, the physiological ones would come first in the person's search for satisfaction. Safety Needs – When all physiological needs are satisfied and are no longer controlling thoughts and behaviors, the needs for security can become active. Needs of Love, Affection and Belongingness – When the needs for safety and for physiological well-being are satisfied, the next class of needs for love, affection and belongingness can emerge.Needs for Esteem – When the first three classes of needs are satisfied, the needs for esteem can become domi nant. These involve needs for both self-esteem and for the esteem a person gets from others. Needs for Self-Actualization – When all of the foregoing needs are satisfied, then and only then are the needs for self-actualization activated. Maslow describes self-actualization as a person's need to be and do that which the person was â€Å"born to do. † According to Maslow it is possible for people to work towards self-actualisation by practising behaviours which encourage the development of confidence and openness.These include; trying new experiences and to challenge oneself, to assume responsibility, strive to be honest and to develop a capacity to trust onself, Both Maslow and Rogers had very similar views. Maslow believed that the most basic drive was to become the person that one is capable of becoming and Rogers believed that the basic drive was to become the person that one truly is. Gestalt Therapy is a psychotherapy, based on the experiential ideal of â€Å"here and now†, and relationships with others and the world, and was co-founded by Fritz Perls, Laura Perls and Paul Goodman in the 1940s-1950s (Wikipidia 2004).Perls did not belive in a single particular theory. He thought you should always just go with the flow and work with what you have and what is happening in the now. He placed great importance on the client becoming self aware and thus developed the Gestalt theory. This therapy focuses more on process (what is happening) than content (what is being discussed). The emphasis is on what is being done, thought and felt at the moment rather than on what was, might be, could be, or should be.Perls believed in minipulating the client, bringing them out of their comfort zone and challenging them. To own what you say and do and to be aware of unconscious actions/words. In the 1950's Eric Berne began to develop his theories of Transactional Analysis. He said that verbal communication, particularly face to face, is at the centre of hum an social relationships and psychoanalysis. His starting-point was that when two people encounter each other, one of them will speak to the other. This he called the Transaction Stimulus.The reaction from the other person he called the Transaction Response. The person sending the Stimulus is called the Agent. The person who responds is called the Respondent. Transactional Analysis became the method of examining the transaction wherein: ‘I do something to you, and you do something back'. Berne also said that each person is made up of three alter ego states: Parent – This is our ingrained voice of authority, absorbed conditioning, learning and attitudes from when we were young. Child – Our internal reaction and feelings to external events form the ‘Child'.This is the seeing, hearing, feeling, and emotional body of data within each of us. When anger or despair dominates reason, the Child is in control. Adult – Our ‘Adult' is our ability to think a nd determine action for ourselves, based on received data. The adult in us begins to form at around ten months old, and is the means by which we keep our Parent and Child under control. If we are to change our Parent or Child we must do so through our adult. Transactional Analysis is effectively a language within a language; a language of true meaning, feeling and motive.It can help you in every situation, firstly through being able to understand more clearly what is going on, and secondly, by virtue of this knowledge, we give ourselves choices of what ego states to adopt, which signals to send, and where to send them. This enables us to make the most of all our communications and therefore create, develop and maintain better relationships (Businessballs. com) Looking at the Psychodynamic side, Freud took the view that human beings are never free from their behaviours, thoughts and feelings.That we are governed by past events and reinact them in our present. Sigmund Freud is the fat her of the Psychodynamic Theory. This focuses on the unconscious aspects of personality. According to Freud the human mind is like an iceberg. It is mostly hidden in the unconscious. He believed that the conscious level of the mind was similar to the tip of the iceberg which could be seen, but the unconscious was mysterious and was hidden. The unconscious also consists of aspects of personality of which a person is unaware. The conscious on the other hand is that which is within our awareness.The preconscious consists of that which is not in immediate awareness but is easily accessible (Himmat Rana 1997) Freud believed the personality is made up of three parts. They are: Id – the oldest part and present from birth and necessary for survival. The Ego – realistic awareness of self and of the world. Has evolved through contact with the external world and is determined by the individuals own experiences. Acts as mediator between the id and the superego and the Superego â⠂¬â€œ parental and social influences. Moral judgement and conscience.Main function is to curb he demands of the id. When anxiety occurs, the mind first responds by an increase in problem-solving thinking, seeking rational ways of escaping the situation. If this is not fruitful, a range of defence mechanisms may be triggered. In Freud's language, these are tactics which the Ego develops to help deal with the Id and the Super Ego. Freud's Defence Mechanisms include:  ·Denial: claiming/believing that what is true to be actually false.  ·Displacement: redirecting emotions to a substitute target. Intellectualization: taking an objective viewpoint.  ·Projection: attributing uncomfortable feelings to others.  ·Rationalization: creating false but credible justifications.  ·Reaction Formation: overacting in the opposite way to the fear.  ·Regression: going back to acting as a child.  ·Repression: pushing uncomfortable thoughts into the subconscious.  ·Sublimation: redirecting ‘wrong' urges into socially acceptable actions. Carl Jung was an associate of Freud who disagreed on a number of issues and finally broke away from Freud with his own ideas.He developed Analytical Psychology and it consists of the following; The collective unconscious – This is the deepest part of the psyche which contains all experiences that are inherited. The Personal Unconscious – This is material that was once conscious but has become forgotton or suppressed. Jung referred to the universal ideas and images of the collective unconscious as archetypes. These are original forms which all human beings in all societies recognise. Archetypes can also appear in shared emotional experience and these unconscious ideas and patterns of thought are likely to surface during momentous events such as birth and death.This shared psychological experience was regarded by Jung as evidence of a collective unconscious. There are four major archetypes of the collective unconscio us: The word â€Å"persona† means a mask and refers to the outward appearance which people use in everyday life. The word â€Å"anima† refers to the unconscious female quality in the male and the word â€Å"animus† refers to the unconscious male quality in the female. The shadow is the inferior being within us which is primitive and animal. It is also the personal unconscious is similar to Freuds concept of the id.The term â€Å"self† describes a state of complete integration of all the separate elements of personality (Hough 1994) Alfred Adler broke away from Freuds school and set up his own called individual psychology. He believed that personality developed through sibling order and placed emphasis on the social development of man. He viewed people as mostly conscious rather than unconscious. For Adler, it was useless to focus on drives and impulses without giving attention to how the person creatively directs the drives. Adler believed that inferiorit y feelings are the source of all human striving.All individual progress, growth and development result from the attempt to compensate for one's inferiorities. Feeling unattractive, or don't belong somewhere. Not strong enough or smart enough. So everyone is trying to overcome something that is hampering them from becoming what they want to become. The meaning of superiority is like self-realization. The striving for perfections is innate in the sense that it is a part of life. Throughout a person's life, Adler believed, he or she is motivated by the need to overcome the sense of inferiority and strive for ever higher levels of development.Everything Adler says ties into the lifestyle. For Adler, meanings are not determined by situation, but we are self-determined by the meaning we attribute to a situation. Melanie Klein had a significant impact on child psychology and contemporary psychoanalysis. She was a leading innovator in theorizing object relations theory. According to Klein, the infant's world was threatened from the beginning by intolerable anxieties, whose source she believed to be the infant's own death instinct.These â€Å"persecutory† anxieties, which were felt in the infant's own bodily needs as well as from the external frustrations to those needs, were overwhelming to the infant, and in order to combat them the infant resorted to defenses whose aim was to isolate her from them. Through these primitive defenses—projection, denial, splitting, withdrawal, and â€Å"omnipotent control† of these objects—the infant put threatening, â€Å"bad† objects, outside herself and into the external world; simultaneously, she preserved the â€Å"good† objects, both within herself and externally, by splitting them off from their malevolent counterparts.Perhaps the most fundamental of these processes were projection and introjection, which described the infant's first, primitive attempts to differentiate himself from the w orld, inside from outside, self from other, based on the prototype of oral incorporation (and spitting out) and the infant's relation to his first, nurturing/frustrating object, the mother's breast. In Bowlby's approach, the child is considered to have a need for a secure relationship with adult caregivers, without which normal social and emotional development will not occur.However, different relationship experiences can lead to different developmental outcomes. A number of attachment styles in infants with distinct characteristics have been identified known as secure attachment, avoidant attachment, anxious attachment and disorganized attachment. These can be measured in both infants and adults Attachment is an affectional tie that one person forms between him/herself and another specific one (usually the parent) — a tie that binds them together in space and endures over time.Attachment theory states that attachment is a developmental process based on the evolved adaptive t endency for young children to maintain proximity to a familiar person, called the attachment figure. Four different attachment styles have been identified in children: secure, anxious-ambivalent, anxious-avoidant, and disorganized. Secure Attachment – The child protests the mother's departure and quiets promptly on the mother's return, accepting comfort from her and returning to exploration.Avoidant Attachment – The child shows little to no signs of distress at the mother's departure, a willingness to explore the toys, and little to no visible response to the mother's return. Ambivalent Attachment – The child shows sadness on the mother's departure, ability to be picked up by the stranger and even ‘warm' to the stranger, and on the mother's return, some ambivalence, signs of anger, reluctance to ‘warm' to her and return to play. Disorganized Attachment – The child presents stereotypes upon the mother's return after separation, such as freezing for several seconds or rocking.This appears to indicate the child's lack of coherent coping strategy. Children who are classified as disorganized are also given a classification as secure, ambivalent or avoidant based on their overall reunion behavior. â€Å"The main differences between the two therapies are that the Psychodynamic Theory centres on the past experiences of the client. By using dream interpretation, free association and others, it concentrates on looking at childhood experiences and normal or abnormal development. Humanistic is based on the clients interpretation of what is happening in the here and now.It allows the client to express himself without having to look in the past†. (Wiki. answers. com) Rogers believed that the counselling relationship was based on mutuality, in which both the client and the counsellor are of equal importance whereas in Psychodynamic Counselling the Counsellor is regarded as the expert. Bibliography Person Centred Counselling by R oger Casemore, 2006, Sage Publications A Practical Approach to Counselling by Margaret Hough, 1994, Pittman Publishing Sigmund Freud by Himmat Rana 1997 www. Wikipedia/Fritz_Perls Businessballs. com

Imc- Communication Plan for Aer Lingus

Table of Contents Introduction & Scenario We have been given an assignment about Aer Lingus. Our task is to develop an integrated marketing communication campaign for Aer Lingus. The assignment should focus to deliver the following Objectives: â€Å"To revitalize the declining Aer Lingus brand in order to increase airline travel in the Irish market† Following Question shell been answer; Segmentation, targeting and positioning Strategy to be defined for the IMC Campaign. Advertising must be chosen with two other promotional tools. Contemporary and Traditional promotional tools that you will use to achieve this objective and the rationale behind selecting these tools. You must discuss the relationship of the promotional tools selected to the hierarchy of Effects model. The media vehicles that you would select to effectively influence your target market. Linking Marketing Communication Tools to Response stages. When we chose our segment and target groups we tried to exploit Aer Lingus real position at the airline market. Aer Lingus position at the moment is between, low fare company Ryanair and BMI, SAS (Hoovers, 2010). Younger people and students nearly almost chose Ryan Air because of the low price. In the last couple of years it has been showed that the competition from Ryanair is too tough for Aer Lingus. Aer Lingus Group Plc will stop trying to undercut larger Irish rival Ryanair Holdings Plc and offer enhancements including better food and faster check-in times to customers willing to pay more, according Rothwell & Fahy, 2010. Then you have the older people, who have more money. For the most they choose airlines that can offer them even better standards and services. They may also have families and choose different alternatives. That’s why we chose two target groups between 24-35 years. They work, have an income and come from the same generation. They fit into Aer Lingus concept to offer very good service at a smart price, according The Post, 2007. Our goals with the campaign will be: {draw:frame} Our campaign is more about to establish Aer Lingus as a brand and to show the benefits derived from their products. To make people think and feel about the company in a good way. In a long term view we think that these measures will increase all areas of Aer Lingus business. . 2 Aer Lingus Aer Lingus was founded by the Irish government in April 1936. They are the second biggest Airline Company in Ireland after their main competitors Ryan Air. The headquarter is based in Dublin Airport and they are serving Europe, Northern Africa and North America. Aer Lingus is a Low Fare Airline company, but according to themselves, they offer better service and more comfortable travelling. Their main competitors besides Ryan Air are BMI, Easy Jet and City Jet. The last two are also Low Fare Airline Companies (Aer Lingus limited. 2001-2009). Question 1 2. 1 Segmentation and Target Group â€Å"_Marketing segmentation and the identification of a target group is a very important step in a business opportunity analysis. With the tough competition that exists today, business cannot reach everyone. A more focused and audience- centered approach is necessary. A market can be segmented in many ways, and the segmentation will change when costumers reason for purchase change†. (Wright, R. 2000). _ According to us, Aer Lingus most central issue today is that they are relatively unknown at the market. They need to separate from the other airlines and focus on their own segment and target group and communicate right to them. People do not know what the company stand for today. Aer Lingus business concept is to offer cheep flights but still keep good standard and service. Aer Lingus is not a very well- established brand today and the industry for flight is broad. That`s why we have chosen a broad segment; people in the age 24-35. They are working and have a steady income. Our segment is from the same generation; they bond together, think in the same way and have similar experience from life. This makes it much easier to reach them and influence them. Our concept will be to attract the chosen target groups. We have chosen two target groups to focus on. *Profile Target Group/Customer* 1: Age: 23-30 Income: 15 000- 25 000 Gender: Male/ Female Profession: Workers Education: Uneducated and Low Educated Family Size: Family of two or three Homeowner: Apartment Marital Status: Not married *Profile Target Group/Customer* 2: Age: 31-35 Income: 26 000- 38 000 Gender: Male/ Female Profession: Workers or people who are in the beginning of their careers Education: Uneducated or Low Educated Family Size: Family of three or four Homeowner: Yes (House) Marital Status: Yes/ No Our target groups are in the same generation, have the same interest and think similar. The reason why we have chosen two types of target customers is because when people reach their early thirties, their perspective of life can somewhat change. They might have children and get promoted in their careers. We believe that our target groups are the kind of people who are willing to pay extra, compared to Ryan Air, to get faster to their end destination and have a more smooth and comfortable flight with good service. The fact that Aer Lingus fly to more central locations make the journey shorter and more comfortable. {text:list-item} Positioning can be made in different ways. The most effective way is to use one approach; otherwise the costumer can get confused. One common tactic is to contrast the company? s product against competitors_. (_Clow & Baack. 2010_). _We consider that the tactic who is defined above is one Aer Lingus can use. They should establish a position through showing the costumers that they have better service and quality that e. g. Ryan air and that they are cheaper than e. g. SAS and BMI. 3. Question 2 3. 1 Promotional Tools 3. 1. 1 Advertising â€Å"_The essence of an integrated marketing communications program is designing messages that effectively reach the target audience. They are designed to change or shape attitudes. They should lead to some kind of short- or long- term action†. (Clow & Baack. 2010). _ When it comes to advertising we recommend that Aer Lingus choose communications objectives. It’s very important for both the company and our target groups that they decide and send out the right message. Two types of advertising that will help Aer Lingus to succeed are Informative advertising and Persuasive advertising. Informative advertising will describe the product, available services and the benefits of Aer Lingus and it also build up the company’s image. The second one, Persuasive advertising will help Aer Lingus to build brand preferences and change customer’s perceptions of product attribute (Kotler, P. 2005). This advertising will suit Aer Lingus. We think that this type of advertising will not only give our target groups a clear picture about the product, but also the show the benefits by flying with Aer Lingus. Another advantage for our customers is that this kind of advertising changes their view of Aer Lingus and hopefully give Aer Lingus better brand preferences. When it comes to message strategies we recommend Aer Lingus to use Cognitive Ads to fulfill their goals against their target customers. The two message strategies that will suit Aer Lingus best are Generic and Comparative message strategies. Generic are the direct promotion of the products benefits. By using this kind of message you give knowledge about the product/service and show the positive features about it. The other alternative is Comparative message strategy; Aer Lingus should use this strategy to compare themselves in a good way against competitors (Clow & Baack. 2010). This will give our customers even more information about the company, their positioning and their image. All these factors are very important for the customer before they choose which product/service they should go with. The media tools we recommend Aer Lingus to use are; Internet, TV and different type of newspapers. Internet has a big impact on our target groups; all of them know computers and are using the Internet daily. Internet also has a high reach and high frequency. In Aer Lingus case, to reach the customers through the Internet with offers and information should be very effective. In 2004 travelling was the top cyber shopping category by far (52. 4 Billion Dollars) according to License 7, No. 10, 2004. That shows the impact and the power of the Internet as a tool. TV advertising will give the Aer Lingus brand a â€Å"better face† because of the emotions you can reach through TV ads. For Aer Lingus to use sounds, motion and senses into their ads will be very effective on people. The last one, Newspaper is very good for Aer Lingus because of the high believability. To mix that with good publicity will be very effective against the company’s targets groups. We think that this mix will establish and increase Aer Lingus brand and image, but also give the customers knowledge about the company and the product (More specific information about media tools and vehicles in question 3). Conclusion; Cognitive Strategies will give our customers more awareness and knowledge about the company, brand and product. These two variables are our main goals to mediate to the customers. By mediate this to our target groups; they will hopefully change their attitude and feelings about the product/service. In a long term action it will increase Aer Lingus business and establish their brand. This through the media channels that suits Aer Lingus, but most importantly their customers. 3. 1. 2 Public Relations and Publicity â€Å"_Public Relations building good relations with the company`s various publics by obtaining favourable publicity, building up a good corporate image and handling off unfavourable rumours , stories and events†. (Kotler, Phil. 2005). {draw:frame} Public Relation and good publicity are good in many ways. We believe that Aer Lingus will established their brand/image by using this promotional tool and that our target group will take notice about the company in a positive way. In the last couple of years Aer Lingus has been in economic troubles and the publicity has been bad. The customers have turned them down (Business Week. 2006-2010). To estab lish their brand and build up a new image, they will get their customers back. Aer Lingus have to: All these three subjects are very important to develop for Aer Lingus as a company. To make sure that the internal communication is good and that the staff knows what Aer Lingus stand for is a very important. The stuff has to know what the customers expect when they are flying with Aer Lingus. An advantage for the company by using this tool in an economic perspective is that getting good publicity in e. g. newspapers and business papers are free. Our target groups most perceive Aer Lingus as an Airline company with cheap prices, but most of all with good service and good comfort for the price. We want to get that message out throw e. g. newspapers so people get interested and positive about Aer Lingus as a brand. A good worth of mouth and a good repetition will help to catch our target group’s interest. Aer Lingus will reach this goals throw: {draw:frame} (Kotler, et al. 2005). Other activities we recommend Aer Lingus tu use to creating positive image, awareness and knowledge about the company throw this promotion tool should be sponsorship (e. g. sport), supporting events and charity. This type of activities could be use as Cause- Related Marketing. It has been proved that Cause- Related Marketing has a very strong effect on people and it’s also a tool to create a stronger brand and brand loyalty. {draw:frame} (Clow & Baack. 2010) Public relations have a strong impact on public awareness and gives knowledge about the company to the customer (Armstrong, G. 2005). When you create good publicity and activities, people can link their knowledge about the company and in the end prefer (get a good feeling about) the brand or the product/Service. In the end hopefully the customers are that convinced to test or buy the Product/ Service. In our campaign we use Public Relations not only as a promotional tool, but also like a â€Å"tactic† tool. To push out information and good things about the company/ product, will make the other promotional tools more effective. text:list-item} â€Å"_Direct marketing brings the market directly into the home or office of an individual buyer instead of the buyer having to go to the market. Direct marketing techniques can be used to move buyers through various stages of the buying process†. (Smith & Taylor. 2002). _ Direct mail is the most common and one of the most success ful direct marketing tools. To make good results by doing direct mailing, it’s of great significance for the company to have a high quality and relevant mailing list (Smith & Taylor. 2002). The list we think Aer Lingus should use, is the Compiled list. This mailing list provides information about a specific customer profile. In Aer Lingus case, it’s a way to communicate with both current customers and target groups. To send out information about the company, prices offers and keep your customers/ target groups up to date about positive things that happen around the company. This is an easy way to get your customers closer to you, that they all the time get new knowledge’s about the Aer Lingus brand. In a long term aspect, we also think that the customers will get better preferences about the company and that Aer Lingus will increase their sales online. Question 3 4. 1 Media Tools and Vehicles Aer Lingus first priority is to increase people’s awareness and knowledge of their brand. To do this they have to make sure that the target audience sees the brand as much as possible. This message needs to be delivered through all marketing channels. We think that the most effective media to use for Aer Lingus are internet, TV and newspapers. 4. 2 Internet The using of internet has become a natural thing for many people, it is access on personal computers and through telephone services. Internet especially attracts young people. Our target groups are very influenced of internet and use it many times every day. It is of great significance for Aer Lingus that they develop their internet marketing for future success. A huge benefit for Aer Linguas with using internet marketing is that they reach their target audience all over the world. This, naturally, is very important for an airline. Our target groups are in that age (24-35) when internet has had a big impact on their life’s for a couple of years. To meet friends, communicate with people all over the world, read newspapers/magazines and buy things (online shopping) are natural for our target audience. People use internet because it’s easy, comfortable and you get what you looking for very quick. For our target customer’s internet is a way to keep themselves up to date with everything that happens around them. Online advertising can be made in four different ways, banner ads, classified ads, search advertising and media/video ads. We think that Aer Lingus goals with internet marketing should be as we mentioned before, to give the company`s target groups awareness and knowledge of the bran and make them notice the benefits of the Aer Lingus product. Banner ads are a very good tool to use in many occasions. 2007 banner ads was the third biggest interactive tactic online, according to Jaffee, L, 2007. We think that banner ads at websites such as Facebook , Twitter, Ebay, different travel/sport magazines and newspapers will get high impact on our target audience, because they visit this types of websites several times a week. Some in the target groups visit same internet sites several times every day. It is also very significant that Aer Linguas expand banners that, in the best possible way, catch the website visitor’s attention. They should use banners that really remind people of the brand, e. g. use the green â€Å"Aer Lingus shamrock†. The banner should in one way or another tell something about the company, product or the benefits by travelling with Aer Lingus. When our target groups start to think about going away, or just want to dream away, we are convinced that the first thing they do is to visit Google and search for trips. Therefore, it is important for Aer Lingus to also have their advertising on search engines. In that way the costumer look for Aer Lingus and not the other way round. To be on top when people search on Google it is very important and we think Aer Lingus should put a little bit of their money to make sure that they are well positioned on Google. At the same time that online advertising has become more and more common people have become more immune to the advertising. People have â€Å"learned† to click- through and just not see it. That is one reason that it is significant that Aer Lingus also develop other market channels. Again, Aer Lingus needs to be seen often. Studies have also showed that traditional advertising such as TV, Magazines and Radio inspire people, according to Smith, 2002. . 3 Television TV has a huge impact on most of people. TV has good mass- market coverage and combines of sight, sound and motion (Armstrong, G. 2005). Other advantages with TV advertising are the low cost per contact and the quality creative opportunities (Clow & Baack, 2010). We think that Aer Lingus should take advantage of the creative opportunities to make an ad that people notice and with a good message theme. The ad should either say something about Aer Lingus as a company and brand or have a slogan that shows the product benefits. Here again we think Aer Lingus can use the shamrock to present themselves, but also to get the potential customer attention. For Aer Lingus to reach the right target groups and get out much attention as possible from TV ads, we think that they should do commercial connected to sports, travels and some lifestyle programs. We also think that our target audience will see and respond positively when they feel that Aer Lingus is connected with some of their interests. Another thing that will give Aer Lingus good publicity is to through TV sponsor special events. Such as concerts and big sport events. For Aer Lingus to be connected in this kind of contexts will give their company an image boost. 4. 4 Newspapers The last media tool Aer Lingus should use is the newspaper. A lot of people still read newspapers. We think that the mix between good publicity and ads in some of the big daily newspapers e. g. Irish Post, Irish Independent will give Aer Lingus much higher reliability. To reach the target groups and build a good image is important that the people believe in the company. The ads in the newspaper should only focus on the benefits by flying with Aer Lingus and the price. By showing the benefits compare to the low price, will distance Aer Lingus from Ryan Air. To be seeing in bigger daily newspapers will also give a good worth of mouse and a growing reputation. Aer Lingus should first of all try to get out in the Irish and British newspapers with their ads. It’s always much more effective by starting with influence your â€Å"own people†, according to Kotler, 2005. Question 4 To date Aer Lingus is a company that has a lot of problems. The internal and external communication does not work and that lead to that the customers do not know what the company stands for. Aer Lingus brand and image are deeply damage. With our â€Å"campaign†, we think that Aer Lingus will increase the business, get a good hype around their brand and showing the benefits by travelling with the company. Under here we try to denounce and show the possibly responses to the communication tools that we chosen. 5. 1 Promotional Tools Public Relation; we think that this tool is one of the most important tools for Aer Lingus. First of all if they get a better internal communication, that will lead to a better and more service minded staff. When the stuff knows what’s expected of them the service going to be better and the costumers get satisfied. If Aer Lingus get good publicity the target audience will take good notice about the company and their brand/image will be better. Through publicity the customers also gets knowledge about the company and the product. This is the two very important steps in the buyer process. We think also that the Cause-Related Marketing will lead to that people/ our target customer will prefer Aer Lingus. Cause-Related Marketing will also give the Aer Lingus brand a boost. Direct Marketing; By using this tool, we think that Aer Lingus will come closer to their customers and target groups. By using a specific demographic mail list to connect the target audience, will give the potential customer a chance to know the product and the benefit about travelling with Aer Lingus. Whit this type of marketing Aer Lingus can give their Potential customers offers and price information. We think that in a long term view this tool will help the company to increase their business. Advertising; By using advertising that inform the target groups about the company and the product people will get to know what Aer Lingus as a brand stand for. This will give the company a higher reliability and a better image. Aer Lingus must also use advertising that brings the best out of their service and shows the benefits by travelling with the company. The message strategy will be to show the benefits about the product and distance themselves from the competitor. We thing that our target groups will get a better overall knowledge about the company and hopefully see the benefits of the product. We think by using this strategies will increase their business. 5. 2 Media tools and vehicles Media tools we have chosen is online advertising (Internet), TV and Newspapers. This is a good mix. Trough Internet Aer Lingus increase the awareness by the target audience. They will see the brand o lot, both conscious and unconscious. This gives Aer Lingus a better position, people will have Aer Lingus brand in their minds when they thinking about traveling. By advertising in TV Aer Lingus can communicate their message better, with colors, pictures and information they will develop their position. People will not only recognized the brand, they will also get knowledge of the company’s concept, and get good feelings when they think of the company and brand. By doing ads on Internet and TV Aer Lingus can show the benefits of the product in a advantageous way. By using booth those creative media tools, will have a big impact on our target groups. By using newspapers as a tool, we think that the customer will see the ad and connect it with reliability, it’s important for the company after the last year’s bad publicity. In the paper you can also form a ad that will give the potential customer knowledge about the company, product and brand. When Aer Lingus succeed with attract the chosen target group a good circle will be formed. The brand gets bigger which will lead to that more and more people chose to go with them. Bibliography 6. 1 Books Clow, E, K, Baack, D. Integrated Advertising, Promotion, And Marketing Communication, 4th edt. 2010. Pearson Education, New Jersey, USA. Wright, R. Advertising. 2000. Pearson Education Limited, Edinburgh, Scotland. Kotler, P, Wong, V, Saunders, J, Armstrong, G. Principles Of Marketing, 4th edt. 2005. Pearson Education Limited, Essex, England. Smith, P, R, Taylor, J. Marketing Communications An Intergrated Approach, 3rd edt. 2002. Kogan Page Limited, London, England. 6. Electronic Sources Rothwell & Fahy. _â€Å"Aer Lingus Switches to Imitating EasyJet, Not Ryanair. †. Business Week. Com . January 26, 2010. Available: _ http://www. businessweek. com/news/2010-01-26/aer-lingus-drops-ryanair-strategy-in-effort-to-imitate-easyjet. html_ _ Aer Lingus Limited. 2001-2009. Available: http://www. aerlingus. com/cgi-bin/obel01im1Corporate/mediaCorpProfile. jsp? [email  pro tected]@@@2017366715. [email  protected]@@@&BV_EngineID=ccddadekefljdmhcefecfigdffgdfkl. 0&P_OID=-536880294&Category=0#history The Post. _â€Å"Aer Lingus plan to build Tesco-like image†__. _ThePost. ie. September 30, 2007. Available: http://archives. tcm. ie/ businesspost/2007/09/30/story26973. asp Business Week, Bloomberg L. P. 2006-2010. Available: http://search. businessweek. com/Search? searchTerm=aer+lingus&resultsPerPage=20 License 7, No. 10. â€Å"Cyber Shopping†. P. 12. November, 2004. Available: Clow, K, E, Baack, D. Intergrated Advertising, Promotion And Marketing Communications, 4th edt. 2010. P. 268. Jaffee, L. â€Å"Follow The Money†. Promo 20, No. 11. P. 5-10. November, 2007. Hoover`s, Inc, 2010. Available: http://www. hoovers. com/aer-lingus-group-plc/–ID__91296–/freeuk-co-factsheet. xhtml