Media and Moral Panic

Media is the main revenue of mass communication. The media plays a variety of roles in society; its main responsibility is that of providing information. As constant consumers and users of this information the relevance to the majority of members in the wider community inclusive of teachers and students is critical. The media positions us as the audience to take a particular viewpoint of a topic, issue or problem that is evident in our society.To what extent though does this role as information provider influence moral panic? Moral panic refers to the exaggerated social response to media coverage of a sporadic episode that consequently turns it into a widespread issue and causes colossal concern in society (Cohen, 1987). The media has a tendency to manipulate people by amplifying the facts and truths and using multiple camera techniques to surround a group/individual and outcast them in society, thus labeling them the ‘other’. Othering’ is closely linked to discri mination as it consists of the â€Å"objectification of another person or group† which puts aside and ignores the complexity and subjectivity of the individual/s. Teachers and students must construct their own knowledge about media coverage and understand that at times the media amplifies issues of concern by stereotyping and excluding particular members of society. A certain structure exists in society, if groups/individuals step outside of the boundaries, society categorises them as ‘others’ and excludes them from the majority.After this occurrence there are two options that exist; to either accept the exclusion or conform to societal norms and return to the inclusion. It is vital to understand the effect that bullying, discrimination and the mass media have on these groups/individuals and realise that some students in your classroom may fall under these categories. Therefore it is in our power as teachers, to inform and position students to be critically liter ate consumers of the media, to ensure they are able to bestow a critical perspective towards texts.Due to the fact that the media plays a massive role in students’ everyday lives in the 21st century it is vital that educators engage students in pedagogical experiences that teach them to become critically literate readers. Students could start by developing an understanding of the indicators of moral panic which are: 1. Concern – the issue is at a sensitive level and affects one’s feelings on a personal level. 2. Hostility – increased level of antagonism towards those involved in the threat or panic. 3. Consensus – a general agreement among society that a threat actually exists. . Disproportionality – the problem is exaggerated and amplified to create public concern. 5. Volatility – erupts suddenly and almost as quickly then subsides or disappears. (Goode & Ben-Yehuda, 1994). Developing an understanding of these indicators gives studen ts a solid foundation to be able to critically analyse the texts they observe and hear to make an informed decision about the information they are receiving. Students must also have an understanding of the indicators of Disproportionality so they are able to critically analyse the texts they are viewing.They must be able to identify when figures are exaggerated, figures are fabricated altogether, where there are other harmful conditions in society but they are not getting mass coverage and the changes over time (Critcher, 2006). It can have a detrimental effect in students understanding if they are not presented the tools to be critical readers of texts. In conclusion, it is completely important and relevant to teachers and their students to have a critical understanding of the relationship between the media and moral panic because†¦.

Marketing Research †Final Exam Review Essay

Units 1-2 One question will be drawn from the following. This is the only material you need to know from the first two units except for material that has carried over into Unit 3. For instance, things like response types, population, sample, sampling distribution, etc. were covered in Unit 2. These concepts are important to understanding the Unit 3 material, so you need to know them. Studying real organizations is sometimes the most effective way to understand some marketing research concepts. In this course, class material has been illustrated through over fifty examples of real organizations. Most of the examples and cases have been covered in the first two exams. These possible long answer questions address examples and cases that have not been covered–there aren’t that many of that haven’t been covered! 1. In the Diageo Captain Morgan Gold case, what did management choose to do and why? (4 pts) What was the outcome, and why did it happen? (4 pts) What is the main lesson to take away from the case? (2 pts) 2. In the cloth vs. disposable diapers case, describe the background and results of the two studies. (8 pts) What lesson does this illustrate about using secondary data for marketing research? (2 pts) 3. In the Whirlpool case, what did marketing research studies show, and what did management decide to do? (6 pts) While management made a mistake in hindsight, their reasoning made sense from the production side—why? (2 pts) There are several takeaway lessons from this case. Name one. (2 pts) Unit 3 – There is only one possible long answer question, and here it is: Part 1 Do people in New York, Chicago, Los Angeles, and Houston spend the same average amount on furniture each year, or are there differences between the cities? To answer this, a furniture company gathered data from people in the four cities. The supervisor proposes that they compare each pair of cities. So they would compare NYC vs. Chicago, NYC vs. LA, NYC vs. Houston, Chicago vs. LA, Chicago vs. Houston, and LA vs. Houston. If any of those pairs reveals a significant difference with 95% confidence (i.e., you can be 95% confident that the two groups are different), then they can conclude that the cities are not all the same. a. Briefly, why isn’t this a good way to analyze the data? (5 pts) The problem with running 6 pair tests is that there is still a 5% chance that the z- value we calculate will be a fluke that leads to a wrong conclusion. For each calculation done, there is an increased chance of error, thus we are six times more likely to get the wrong conclusion. This gives you a total of 1-(95/100) ^6 = 0.265 = 26.5% chance of improperly rejecting at least one of your six calculations. b. What is a better method? You only need to give the name of the method. (2 pts) The better method to use is called analysis of variance aka ANOVA Part 2 When conducting a chi-square test, the expected frequencies are equal to (Row total x Column total) à · Grand total How is this formula derived from mathematical and probability rules? Be detailed. If it helps to explain it by referring to an actual table, you can use the table below. (10 pts) | This formula is derived by each individual amount being assigned to each other individual amount. The probability of being in row A is A/E = 150/253 = .5929 = 59.29% The probability of being in column C is C/E = 135/253 = .5336 = 53.36% Thus when mathematically combining the probability of being in row A and column C is A/E x C/E = 150/253 x 135/253 = (150Ãâ€"135)/253 = 80.04 which is the same as B D C A E .5929 x .5336 = .3164 x 253 = 80.04

What are the dansgers of stereotyping people Essay

What are the dansgers of stereotyping people - Essay Example Stereotyping infers a considerable amount of information about individuals beyond their apparent superficial qualities and generates expectations about their expected behavior in various situations. Stereotypes are frequently based around common aspects of a particular group including profession and occupation, sex, religious beliefs and practices, age, race and ethnicity, dressing, speech and body shape (Macrae, Stangor & Hewstone 8). There are dangers associated with stereotyping such as promoting discrimination and bias because stereotypes lack accuracy, applying stereotypes broadly such that individual characteristics are overlooked, making serious misjudgments about people and distorting the view of a particular group and consequently damaging relationships. One danger of stereotyping is that it takes on universal meaning, being applied to all members of a particular group. If this occurs with lack of accuracy, stereotyping not only becomes damaging, but also affects the way those who are thought to belong to the particular group being stereotyped are talked about and treated. It is apparent that how a group of people is seen influences in part how they are treated. Stereotypes may come to be the accepted way of thinking about members of a particular group, with no acknowledgement of diverse individual characteristics. Stereotyping can result in misunderstandings, which, if not challenged, can severely damage relationships among different groups. An example of this is the race riots and violence of 1980s (Brunsch 9).Stereotyping results in discrimination and persecution of the oppressed groups. For instance, the stereotyping of Asian Americans has led to denial of their civil rights and even homicide such as the killing of Chinese American Vincent Chin by individuals who thought he was a Japanese American (Brunsch 10). Moreover,

Bill Clinton and Racial Reconciliation Essay Example | Topics and Well Written Essays - 750 words - 1

Bill Clinton and Racial Reconciliation - Essay Example For the first time in history, America put in office the first African American as their 44th president. This was a great milestone and a step in the right direction towards the issues that Bill Clinton had mentioned. It now seemed that Americans were ready to give opportunities to other races that had been dominantly occupied by one race; the world was in surprised and the celebrations unceasing as President Barack Obama was sworn into office. It was finally a new dawn in the land of America and the struggle for equality had been achieved? Had it really? Many argue that it is not possible for one man to change the perspectives of a population, and I agree with them. Racial reconciliation has not really taken place in America yet, it is still a work in progress, but headed in the positive direction. President Obama’s win was a revelation, that people do want change. He garnered majority of the votes to defeat his opponent Mitt Romney. Despite his landslide win, the Americans d id not vote for him in the same overwhelming numbers across the different races that are represented. From the African American population, 93 percent voted for President Obama as compared to 41 percent from the whites. The other 59 percent favored Mitt Romney, this goes to show that, people were voting mainly, for their own and that is why the votes of the black population was able to swing the vote towards their chosen one. It is clear from this that difference in racial backgrounds is still an issue that the Americans have to deal with. While it was thought that the election of President Barack Obama meant that, the black community had been fully accepted in America, statistics prove otherwise. A research carried out recently by a Stanford University professor, Jon Krosnick, showed that fifty one percent of the Americans still exhibited anti-black attitude explicitly. This is in comparison to forty-eight percent in 2008, the same research revealed that fifty six percent of the Am erican population harbor anti-black attitude implicitly as compared to forty-nine percent in 2008. This brings to light that the different races in America have not fully accepted each other and to make matters worse, it seems like the divide is getting worse. The Declaration of Independence states that all American citizens are equal but the reality on the ground shows that a good number of the population does not agree with that just yet (Lawson and Franklin, 295). However, a population of the Americans especially, the blacks seems to think that President Obama is not addressing the issue of race as people thought he would. He has been openly criticized by some African Americans due to what seems as his effort to stay away from the talk of racial divide and the issues that need to be addressed. It is crucial for the issues that are brought about by different races to be addressed to avoid a repeat of history. The worst crimes against humanity were because of indifference towards o thers. With the deep feelings of negativity still rooted in most Americans it might only be a matter of time before another injustice against a race occur (Wiesel). On the contrary, others might say that, racial reconciliation has already taken place. This is because a couple of years ago, the election of a black president would have been unheard of. It seems that the different

Global Citizenship Essay Example | Topics and Well Written Essays - 1000 words

Global Citizenship - Essay Example The students’ interest is to ensure that they communicate easily with each other, use the experience for future workplace. Hult as an organization interest will aim at more marketing and promotions of school. Further, it will seek to advertise to people how HULT can create sustainable value for students and school community in its entirety. In addition, Hult as organization will aim at creating neutral relationships among its members because the organization understand that relationships contain conflicting interests that need to be mediated and eventually optimized according to new improvement philosophies. Moreover, management has been careful to maintain a high level of efficiency, and the approach has ended in a worse market response. Developing a cross-functional communication framework will become an important part of the improved CRM system, and should assist in closing the stakeholder communication gap. The stakeholders of Hult Company have to conduct enough research before adopting any strategy. This is because they need to identify the opportunities and challenges that face the organization. Among the challenges that face the organization is opposition from the government. The British government does not want to see Hult organization established as a fully-fledged organization because they think it will not concentrate on the affairs of the students in the schools but instead it would concentrate on maximizing profits. The opportunity for the Hult organization is that deans at Hult are neutral and welcomes any plan so long as it does not affect student affairs. Therefore, the best strategy to be implemented by Hult stakeholders is self-reporting. Self-reporting is necessary because it will depict those who oppose and support the organization. Further, it will aid in reconciling problems thus bringing unity among members. In addition, communication strategy is very

Drawing on a discussion of major theoretical perspectives in Essay

Drawing on a discussion of major theoretical perspectives in philisophy, and developing your own philosophical arguments, critic - Essay Example In undertaking this task, the writer is aware that one cannot fully encapsulate in one setting the entirety of the notion of sports, however, it hopes that as the paper continues some of the vagueness that some of the attributes inhering the concept may be clarified and establish a clearer notion of sports. SPORTS: WHAT IS IT? Morgan (1976) has looked into the discussion between Huizinga and Gerber regarding the notion of play, which , in turn paves for the possibility for the ontology of ports. Huizinga looks into sports as play (Morgan, 1976). In this signification, one can see the equivalence that is juxtaposed between sports and play. According to Morgan (1976), for Huizing ,play is â€Å"an irreducible facet of life whose meaning resides within itself and is not, therefore, contingent on any end it is instrumentally employed, quite incidentally and perhaps inauthentically, to bring about† (p. 25). This whole concept offers the supposition that play is something that is â €Å"non-real† and â€Å"non serious†, a â€Å"free activity standing quite consciously outside ordinary life. If this kind of reasoning is pursued and associated with sports considering that there is a presupposition that Huizinga is looking at sports a play, it opens the notion that sport ahs intrinsic value that is or used not because of any extenuating factors that influence the players, but it is engaged in for its own sake. At this point Gerber, argued that there is seeming misunderstanding of the concept of ‘to be’ in Huizinga’s concept of ‘play is nonreal’ (Morgan,1976). She maintains that there is no ontological impossibility in assuming that play is non real since how can a real person be in play and yet at the same time maintain there is ‘non realness’ in the experience. Morgan (1976) untangling g the dilemma, proposes the position that the term ‘to be’ in the statement â€Å"play is non real† is to be understood as not referring to existential ‘is’, but should be understood in the context of the Platonic ‘to be’ which, is a signifier for differentiation and variation but not necessarily referring to existence. This means that the ‘to be’ is not an existential is which denotes the notion that there is no question pertaining to the idea of realness in connection with existing. This position is further supported by the Heideggerian distinction between the ontic and ontology . as a point of clarification, ontic is knowledge base on the actual experience whereas the Heideggerian ontology refers to a prior experience of the phenomenon that allows for the formulation of the criterion that enables one to understand the events not because one has experienced, but because one has extracted from the categories, which makes the phenomenon what it is, and in this sense the phenomenon is play. In this regard, Morgan(1976) has presupposed that Hu izinga has misappropriated the terms ‘non real’ when associated with play in the context that it is justified on the premise of the Heidegerrian ontic sense, yet it s is seeks to provide a way to come out with the ontological validity for the concept of play. Gerber has clearly noted this in the counter argument against Huizinga when she

Conditioning and habit Research Paper Example | Topics and Well Written Essays - 1500 words

Conditioning and habit - Research Paper Example The responses that come up if practiced elaborately lead to habits which become subconscious responses elicited by an individual. There are many instances in our life where in we acquire so many new things. These experiences form a very important part of us and also determine to a very large extent how we analyze and assimilate the new information with the existing knowledge base that we have. Examples of such instances are a child learning a new language with a help of his grandmother, or perhaps a girl who has just started to ride on a two wheeled bicycle. Another example could be that students reacting with a particular response in presence of authority. All these instances tell us that we â€Å"learn† certain things and hence we acquire the knowledge that is coming our way to benefit us in the present or in the coming future. Michael and Modell (2003) define learning in their book Active Learning in Secondary and College Science Classrooms: A Working Model for Helping the Learner to Learn as a change in behavior that results from the learner’s interaction with the environment. There are some important things that have to be understood when we talk about learning. These form the basis for a concrete understanding about the concept at hand. All kinds of learning happen on the basis of the foundation made by already acquired skills and concepts. Whatever we come across, we take in the information as a raw data and then we incorporate the data into the concepts of the innate knowledge base that we have and learn new things. We can also illustrate another fact from the aforementioned premise that if the prior knowledge base is faulty, the acquisition and assimilation of the new concepts and schemata will be compromised. This leads to learning of information that is not accurate and taking into consideration all the aspects interplaying between the stimulus and the response (Fox, 2005). Of all the things we learn, we divide the whole information int o two definitive parts. These parts can be understood in terms of â€Å"what† we learn and â€Å"how† we learn. The process of acquiring both these concepts is also different. An example to illustrate this can be a preparation of Thai cuisine recipe. In this example, we note that there is a set particular group of ingredients to be used for the recipe to taste as it really should and it also entails a set particular way to make the dish. We need to learn the ingredients as well the way to go about mixing them together, differently in order to truly do justice to the cuisine at hand. The â€Å"what† of the learning phenomena is termed as declarative learning and the â€Å"how† are termed as procedural learning. Acquiring declarative knowledge entails a sound building of mental representations or models. These models form the crux for knowing the exact constitution of the things that make up a task and hence guides us with the way to perform the task in an effective manner. The manner with which the task is to accomplished has to be learned in standard way. This standard way is exactly the way which is reliable and valid. Therefore, to acquire such a standard process, practice is very important. This practice should be coupled with timely and appropriate feedback. By feedback, we actually mean that an appropriate response should be accompanied with every action that we perform (Jarvis, 2005). If the response is painful or aversive we tend to forget the

Analyse an aspect of organisation using realist and relativists Essay

Analyse an aspect of organisation using realist and relativists perspectives - Essay Example The realist and relativist viewpoints can both lead to different perspectives and approaches which are a part of various types of business perspectives and organizational behaviors (Dwyer, 39: 2001). One of the aspects that are created from these perspectives is an understanding of how communication works within the internal structure of a business. This is essential for the success of the business as well as the way in which the corporation can continue to grow. From a realist viewpoint, there are specific ways of approaching communication, specifically by leaders and managers of a corporation. However, this is one which comes from the individual personality and understanding of diversity (Ng et al, 474-2006). The incorporation of this viewpoint first comes from a relativist viewpoint which allows individuals to begin practicing specific theories while trying to build an understanding of how to community. When examining this topic, there will be an analysis of how communication work s in the corporation through both viewpoints. This will be followed by a discussion of the literature and an organizational analysis that shows how specific corporations can use this element for their success or failure. Through these different analysis and reviews, there will be an understanding of how both viewpoints are required for communication to work in favor of the corporation. The concept of communication in the workplace is one which is first defined by the concept of the relativistic perspective. This states that everything is relative, or theoretical in nature. The relativism which is created in the workplace is one which is essential to notice, specifically because it is known to cause the main conflicts and disputes within a workplace. The lack of communication is one which is based on the perspective associated with a given organization. The perspective

HIPAA Term Paper Example | Topics and Well Written Essays - 1750 words

HIPAA - Term Paper Example ..........................................12 APPENDIX 1.......................................................................13 APPENDIX 2........................................................................15 List of Figures 1. Health Information Security System Architecture. Executive Summary The Health Insurance Portability and Accountability Act (HIPAA) of 1996 has been a great leap forward in protecting the patients' rights by putting restrictions on the health data flow and usage. The renewed sense of privacy and security in health care sector attributed to it by this new legislation had its unique impact on technology as well. A whole set of technological applications evolved making possible a new way of handling data. But the threats to privacy and security that emerged from the very use of this new technologies, has to be addressed by technology itself. In this manner, health care information architecture and technology are seen as co-evolving to provide quality and ethi cal health care to all. To cope with the re-identification risk, more technological improvements have to be looked at. Technology and HIPAA Privacy Regulations: The Problem Becoming the Solution Introduction The Health Insurance Portability and Accountability Act (HIPAA) of 1996 and the Privacy and Security Rules under it, are meant to protect the many aspects of privacy and security of the health care services customer.1 The rules which protect privacy under this act are, the HIPAA Privacy Rule, that takes care of the privacy of the â€Å"individually identifiable health information

Martin Scorceses The Gangs of New York Movie Review

Martin Scorceses The Gangs of New York - Movie Review Example Ken Burns' genius was to bring those photographs together in almost a cinematic way to make the war, and the people involved, more real. Scorcese's movie, although it takes place during the Civil War, is really not about that War at all. It is more about the earlier- and later-arrived Irishmen, and how they inculcated themselves into a hierarchical society in New York City. The first great Irish immigration wave was during the building of the Erie Canal in the 1820's. Most of the Irishmen who were already there and under the leadership of Bill "The Butcher" Cutting were part of the 1840's Irish potato famine crowd-a rough time for Irishmen to enter the U.S. as there were few jobs after the depression of 1848, and an actively hostile reception both from established Irishmen and the WASP's who controlled the political machinery of New York. Since Scorcese's movie focuses on the tension between "old" Irish and newly-arrived Irishmen, led by Leonardo DiCaprio's Amsterdam Vallon, the Draft Riots of 1863 are an inconvenient truth whose underlying issues are ignored in the movie. Without a knowledge of the actual historical events of the time, and only viewing the movie, one might be led to believe that the riots were about old versus new immigrants, contained by a WASP police force under the leadership of Boss Tweed. The reality was quite different: General USS Grant and President Lincoln needed hundreds of thousands of troops in order to maintain a numerical superiority over the South, and they regarded the Irish immigrants of New York as a ready source of human capital for the war. Those in New York who had few roots in the American culture did not want to throw themselves in front of Gattling guns and cannons on battlefields like Gettysburg and Appomatox. So how was the "truth" injured by Scorcese's movie One might argue that he should have chosen a different era, perhaps before the Civil War and not related to the Draft Riots, to exploit the tension between old and new Irish immigrants. While the plot could have been truer to historical fact, the tension of the plot might not be there. Scorcese needed to have a dramatic tension, a build-up, in his movie, leading to an apocalyptic riot where all of New York was burning. The 1863 riots provided that dramatic backdrop, one which would not have been available in the past. As contrasted to other movies covering the same time period, "Gangs of New York" offers three original contributions: (1) it features a part of the population during the Civil War that was not at the front lines, (2) it gives a young person's perspective, as compared to the older, in-charge leaders such as Boss Tweed and Lincoln, and (3) it is a group pastiche, rather than a concentration on one leader, such as is found in "Glory." Perhaps the best comparison to "Gangs of New York" is the epic "Birth of a Nation" by D.W. Griffiths (1915). Like "Gangs," "Nation" was an ensemble piece, one which explored not just the leaders of movements, but the underlying motivations behind the resentments and conflicts-in this case, between blacks and whites at the time of the Civil War and just after. Of course,

Example of a Research Plan Essay Example for Free

Example of a Research Plan Essay Statement of the Problem The aim of the study is to identify the effect of different pH level of the Agar plate to the antibacterial activity of Santol (Sandoricum koet jape). Specifically, the study will seek for the answer of the question: 1.) Is there any difference on the No.of colonies after applying Santol (Sandoricum koet jape) extract on the Agar plate with pH level greater than seven (base)? 2.) Is there any difference on the No.of colonies after applying Santol (Sandoricum koet jape) extract on the Agar plate with pH level less than seven (acid)? Hypothesis 1.) There is no difference on the No.of colonies after applying Santol (Sandoricum koet jape) extract on the Agar plate with pH level greater than seven (base). 2.) There is difference on the No.of colonies after applying Santol (Sandoricum koet jape) extract on the Agar plate with pH level less than seven (acid). Research Methodology Materials and Equipment The study will make use of: Agar Plates, specifically Nutrient Agar, for different tests and as a controlled variable for the problem, Nutrient Broth, same purpose as the nutrient agar, Santol (Sandoricum koet jape) extract, Escherichia coli, for the gram positive, Bacillus , for gram negative, and Candida________ a test subject for the study. Also, the study will make use of litmus paper for measuring and maintining the pH level of the Agar plates. The study will also make use of spectrophotometry. Research Design The study will use Complete Randomized Design as a Research Design. Â  Control Group Design is two parallel experiments are set up, identical in all respects except that only one includes the treatment being explored by the experiment. The control group may have no treatment, with nothing happening to them, or they may have a neutral treatment. Statistical Tool The study will make use of ANOVA as its statistical tool. T-test can be use to compare two dependent samples/matched-pairs design experiments. The study will make use of two types of pH: Acidic and Basic. Each Agar Plate will be assign to one specific pH level. Inoculate the microbes in the Agar and in the broth. This can be done by streaking the loop containing the gram positive, gram negative, and the fungi . Data Gathering Procedure Prepare the Agar plate and the broth for the experimentation. The pH of the Agar and the broth must also be set. Place the agar filled petri dishes and the broth that have been inoculated in a dark, warm (86 F) place for a week for incubation. Apply the extract of Santol (Sandoricum koet jape) to each Agar plate and Nutrient Broth. Using the Colony Formation Unit (CFU), determine the number of colony inhibited. Record the data from the Agar plates and the Nutrient broth. Figure 3.1 Experimental Procedures Figure 3.1 Experimental Procedures shows the step by step procedure of the experiment. Starting from the preparation of the Agar plate with their assign pH level. The Agar plate will solidify at 32Â ºC- 40Â ºC but will melt at approximately 85Â ºC. Next is to inoculate the bacteria by streaking the loop containing the bacteria. After inoculating the bacteria, the agar plate must be incubated for one week. After the incubation of the agar plates, apply the Santol (Sandoricum koet jape) extract to the each agar plate. Each plate must receive equal amount of the extract. Using the Colony Formation Unit (CFU), determine the number of inhibited colony/ies and record the data. Data Classification pH Level of the Agar Plate| Number of Colonies| | Trial 1Mean of Three Repetitions| Trial 2Mean of Three Repetitions| Trial 3Mean of Three Repetitions| pH 5| | | | pH 6| | | | pH 7| | | | pH 8| | | | pH 9| | | | Figure 3.2 Interactions in Acidic, Basic, and Neutral Agar Plate Figure 3.2 shows the effect of pH levels less than seven (Acid) on the no. of colonies. pH Level of the Nutrient Broth| Number of Colonies| | Trial 1Mean of Three Repetitions| Trial 2Mean of Three Repetitions| Trial 3Mean of Three Repetitions| pH 1| | | | pH 2| | | | pH 3| | | | pH 4| | | | Figure 3.3 Interactions in Acidic Nutrient Broth Shows the effect of pH levels lower than seven (Acid) on the no. of colonies. pH Level of the Nutrient Broth| Number of Colonies| | Trial 1Mean of Three Repetitions| Trial 2Mean of Three Repetitions| Trial 3Mean of Three Repetitions| pH10| | | | pH11| | | | pH12| | | | pH13| | | | pH14| | | | Figure 3.4. Interactions in Basic Nutrient Broth Shows the effects of pH levels greater than seven (Basic) on the no. of colonies Bibliography * Anke, T. Weber, D. (2009). Physiology and Genetics: Selected Basic and Applied Aspects, Volume 15. Springer-Verlag: Heidelberg, Germany * Chapelle, F. (2001). Ground-water Microbiology and Geochemistry (2nd ed.). John Wiley Sons, Inc.: Canada. * Kubitzki, K. (2011). Flowering Plants. Eudicots: Sapindales, Cucurbitals, Myrtaceae. Springer-Verlag: Heidelberg, Germany. * Shahidi, F. Ho, C. T. (2000). Phytochemicals and Phytopharmaceuticals. AOCS Press: USA. * Storz, G. Aronis, R.H. (2000). Bacteria Stress Responses. ASM Press: USA. * Agars. Difco BBL Manual. http://www.bd.com/ds/technicalCenter/inserts/Agars.pdf, accessed January 17, 2008. * Agar Bottles Preparation Equipment Use. Science Stuff, Inc. http://www.sciencestuff.com/playground/agar_bottle.shtml, accessed January 14, 2005. Mott, et al. * Agar Bottles Preparation Equipment Use. Science Stuff, Inc. http://www.sciencestuff.com/playground/agar_bottle.shtml, accessed January 14, 2005. * Artificial Environments for Growi ng Bacteria. WW Bio Institute. http://www.woodrow.org, (www.woodrow.org/teachers/esi/2002/Biology/Projects/lab_skills/ls5/), accessed January 14, 2005. * Microbiology. MadSci Network. http://www.madsci.org/posts/archives/mar98/888937612.Mi.r.html, accessed January 25, 2005.

Cell Structure And Transport Biology Essay

Cell Structure And Transport Biology Essay Cells can be split into two types, prokaryotic (see figure 1) and eukaryotic (See figure 2). Karyose originates from a Greek, meaning kernel, as in a kernel of grain. In physiology, it is used to refer to the nucleus of a cell. Pro means before, and eu means true. Therefore you could say that prokaryotic means before a nucleus and eukaryotic means possessing a true nucleus. (Wikipedia) Prokaryotic and eukaryotic cells have many differences and few similarities. Eukaryotic cells and lager than prokaryotic cells, a eukaryotic cell is usually 10nm in diameter where as a prokaryotic cell in 1nm in length.(Class Notes) Eukaryotic cells contain a nucleus, protected by a double membrane. Prokaryotic cells do not contain a nucleus. The purpose of the nucleus is to sequester the DNA-related functions of the big eukaryotic cell into a smaller chamber, for improved efficiency. This function is unnecessary for the prokaryotic cell as the cell is smaller and all materials within the cell are close together. However prokaryotic cells do have DNA and DNA functions. Eukaryotic DNA contains proteins called histones, and these are organised into chromosomes; prokaryotic DNA has no histones, there are no chromosomes in a prokaryotic cell. A eukaryotic cell contains a number of linear chromosomes; a prokaryotic cell contains only one circular DNA molecule and a varied assortment of much smaller circlets of DNA called plasmids. A prokaryotic cell is smaller and simpler; it requires far fewer genes to operate than the eukaryotic cell. (Rowlands, 2000) Eukaryotic cells contains large numbers of mitochondria, the number of these varies according to the size and type of cell. Mitochondria support the protein of the electron transport chain of the aerobic respiration within the cell supplying the cell with ATP, but this organelle is not located in a prokaryotic cell. (Williams) Eukaryotic cells also contain endoplasmic reticulum, however there is none present in a prokaryotic cell. Endoplasmic reticulum comes in two forms, rough and smooth. Rough endoplasmic reticulum helps to compartmentalize the cell, and it serves as routes for the transport of materials from one part of the cell to another. It is also associated with lipid synthesis and protein synthesis. Smooth endoplasmic reticulum is responsible for generating new layers for golgi bodies. Golgi bodies are stacks of sacs called cisternae. The function of golgi bodies is to process materials manufactured by the cell. The other kind of golgi vesicle contains materials to be secreted from the cell. These materials are not waste products but chemicals manufactured by the cell for export (hormones and pheromones for example). Prokaryotic and eukaryotic cells have many ribosomes, however the ribosomes of the eukaryotic cells are larger and more complex than those of the prokaryotic cell. Ribosomes are made out of a special class of RNA molecules and a specific collection of different proteins. A eukaryotic ribosome is made up of five types of rRNA and approximately eighty types of proteins. However a prokaryotic cell ¿Ã‚ ½s ribosomes are made up of only three types of rRNA and approximately fifty types of protein. The cytoplasm of eukaryotic cells contains a complex collection of organelles and many of the organelles are enclosed in their own membranes. However the prokaryotic cell contains no membrane-bound organelles that are independent of the plasma membrane. Some prokaryotic cells contain flagella. These organisms which are usually single celled and are used for locomotion. Unlike the flagellum of a eukaryotic cell, this mechanism lacks an internal structure. The prokaryotic flagellum is shaped like a corkscrew and propels the cell where as in a eukaryotic cell where the flagellum is more complex it moves in a lashing action. (Wikipedia) Prokaryotic and eukaryotic cells also differ in regards to what they store. A prokaryotic cell store specialised compounds in the form of granules or droplets. Where as a eukaryotic cell stores glycogen, starch, lipid and in some cases specialised materials of particular organisms. Prokaryotic cells are found in bacteria and blue green algae, eukaryotic cells are found in fungi plants and animals. (Class Notes) To summarise, prokaryotic and eukaryotic cells are similar in the fact that they are both are contained by plasma membranes, filled with cytoplasm and also contain ribosomes. Both contain the same kind of DNA as the genetic code for a prokaryotic cell is the same for a eukaryotic cell. However they have many materials present in a eukaryotic cell which are not present in a prokaryotic cell. This is because a eukaryotic cell is much more complex and has more complex process to complete. Microscopic appearance of squamous cells 2. The attached diagram represents an electron micrograph of a liver cell. Identify the structures: Label A Rough Endoplasmic reticulum B Mitochondria C Nucleus D Nucleus Membrane E Cell Membrane F Smooth endoplasmic reticulum G Cytoplasm 3. Using appropriate detail with diagrams and sizes where needed, explain how the structure of the following organelles is related to their function: A: Rough Endoplasmic reticulum Most ribosomes are attached to the surface of the rough endoplasmic reticulum. The endoplasmic reticulum is a series of interconnecting flattened tubular tunnels, which are continuous with the outer membrane of the nucleus. It runs through the cytoplasm of all eukaryotic cells. The ER of a cell often takes up more than a tenth of the total cell volume. Rough ER appears rough due to the presence of ribosomes on the membrane. The rough ER is concerned with the transportation of proteins, which are made by the ribosomes on the surface of the membranes. The membranes form a series of sheets known as lamellae of reticulum, and these enclose flattened sacs called cisternae. The purpose of this is to form a maze-like structure so that there is a very large surface area for chemical reactions to take place. Information coded in DNA sequences in the nucleus is transcribed as messenger RNA. Messenger RNA exits the nucleus through pores in the nuclear envelope to enter the cytoplasm. At the rib osomes on the rough ER, the messenger RNA is translated into proteins. The newly made proteins are taken into the tubes of the rough ER so that they cannot escape into the cytoplasm, and are threaded through pores in the membrane to accumulate in the cisternal space where they can fold into their normal three-dimensional shape. Proteins made by the rough ER are then either secreted or used where they are needed within the cell. (Roberts, 2009) B: Mitochondria The mitochondrion produces energy in the form of ATP (adenosine triphosphate), which is produced when organic compounds are completely broken down to carbon dioxide and water. One of the main conditions for this process to occur is the presence oxygen. Each mitochondrion has a double-membrane system. The inner membrane is folded repeatedly and it is also known as cristae. The outer membrane faces the cytoplasm. This complex system creates two divisions. In the outer division, enzymes and other proteins stockpile hydrogen ions. These ions then flow into the inner compartment. The energy inherent creates ATP-formation. Hydrogen binds with oxygen to produce the end product, water. (Roberts, 2009) C: Nucleus The nucleus is usually spherical and about 10 ¿Ã‚ ½m across, it has two main functions. Firstly, it segregates all the DNA molecules from the cytoplasm. Secondly, the nuclear membranes administer as a boundary where cells control the movement of substances to and from the cytoplasm. The nucleus is made up from a few constituents. The nuclear envelope is a double-membrane system that has two lipid bilayers in which many protein molecules are firmly established. This prevents water-soluble substances to move without restriction into and out of a nucleus. The second component is nucleolus, which is a highly packed cluster of RNA and proteins, which construct to make subunits of ribosomes. (Roberts, 2009) 4. The structures A and F may be functionally associated in extracellular secretions (as for example salivary glands). Give an illustrated answer to show this association. The rough endoplasmic reticulum is involved in the formation of the Golgi body. The Golgi body is created by the rough endoplasmic reticulum as a sequence of vesicles containing protein. As these come together the protein modifies with carbohydrate molecules attached, this leading to glycopeptides being produced. The glycopeptides are then  ¿Ã‚ ½pinched ¿Ã‚ ½ from the ends of the Golgi body and move toward the cytoplasmic membrane. These then fuse together and a material is secreted. (Class Notes) 5. Lysosomes are important in certain intracellular activities. Using a sequence of annotated diagrams, show the signifigance of these structures in the destruction of unwanted organelles. Lysosomes are organelles that contain digestive enzymes referred to as acid hydrolases. They dissolve and digest excess or worn out organelles,(see figure 4) food particles, and engulfed viruses or bacteria. The membrane surrounding a lysosome prevents the digestive enzymes inside from destroying the cell. Lysosomes fuse with vacuoles and dispense their enzymes into the vacuoles, digesting their contents. They are built in the Golgi apparatus. (humpath.com) 6. Using diagrams describe the basic chemical structure of the cell membrane (the bimolecular components) and explain why this structure is referred to as the  ¿Ã‚ ½fluid mosaic model ¿Ã‚ ½. The cell membrane separates a watery cytoplasm from a watery external environment also referred to as the extracellular fluid. The phospholipids are arranged in a double layer (lipid layer) with the hydrophilic heads facing outward (cytoplasm or extracellular fluid) and the hydrophilic tails turned in towards each other. The unsaturated fatty acids are not bonded to each other therefore forming a fluid. (Williams) Embedded within the lipid bilayer are different proteins (hydrophobic parts interact with the hydrophobic tails of the phospholipids). The hydrophilic parts of the proteins protrude either in to the cytoplasm or into the extracellular fluid. Some of the proteins are anchored in place while other proteins move about within the bilayer. (Williams) Various organelles within the cytoplasm are also bounded by membranes similar in structure to the cell membrane except for specific combinations of lipids and proteins depending on the particular functions of the organelle. (Williams) Some of the proteins extending into the extracellular fluid have carbohydrates (glycoprotein) attached. Fluid mosaic model (Figure 6) The term  ¿Ã‚ ½fluid ¿Ã‚ ½ is used because the phospholipid molecules and proteins that make up the membrane are free to drift around in fluid motion. The term  ¿Ã‚ ½mosaic ¿Ã‚ ½ is used to describe the position of the protein molecules. The molecules are placed randomly and there is no set pattern. (Wikipedia) b. Describe concisely how the phospholipids and the protein molecules in the cell membrane make the membrane selectively permeable and are involved in cell recognition as the therapy using tissues typing/ blood transfusion. The cell surface membrane is the boundary between the cell and its environment; it has very little mechanical strength but plays a vital role in controlling which materials pass into and out of the cell. Cell membranes contain phospholipids, proteins, cholesterol and polysaccharides. The phospholipids are a major constituent of cell membranes. They naturally form membranes in water because they automatically arrange themselves into a bilayer that is practically impermeable to water and anything that is water soluble. ¿Ã‚ ½ The membrane proteins act as hydrophilic pores; these are water filled channels that allow water-soluble chemicals to pass through. These pores are usually small and highly selective, proteins in the membrane that form pores usually span the entire membrane, but other proteins with other functions can occur only in the top or bottom layer of lipids. Some membrane proteins serve as carrier molecules in which ions pass through channels in the protein molecule. The movement of ions may occur through facilitated diffusion. The ions may also move against a diffusion gradient in a process known as active transport. Unlike facilitated diffusion, active transport requires ATP. Membrane proteins may also be associated with cell recognition in which patrolling T-cells and antibodies recognize the shape of membrane proteins as self or foreign. These membrane proteins often contain unique carbohydrate chains (antennae) which are involved in the cell recognition process. Recognition glycoproteins may include receptor sites for some hormones and neurotransmitters and various blood antigens. (Cellsalive.com)

BOH Tea And Consumer Behavior

BOH Tea And Consumer Behavior BOH Plantation Sdn Bhd was found by John Archibald Russell in the year 1929, together with A.B. Milne, a veteran in tea planting from Ceylon they succeeded in obtaining a concession of land in Cameron Highland in order to start the tea plantation business. Together the duo transforms steep jungles slopes into a tea garden known as BOH Plantations, which is the 1st highland tea garden in the country. BOH Plantations business begins to bloom and currently is the leading tea grower in the country. The plantation expanded and owns four tea gardens, of which three is located 5000 ft above sea level and is situated in Cameron Highlands, and the fourth is centralizing in Bukit Cheeding, Selangor. Collectively, the gardens size in total is 1200ha. BOH Plantation has been firmly entrenched that most Malaysia drinks BOH tea moe re than any other brand. BOH tea are available in 3 different forms ( tea packets, tea bags, tea dust). The company currently produces 4 million kg of tea in a year. Malaysian consumes 10million kg of tea which makes BOH tea largest producer locally of black tea, in terms of cuppage, BOH tea produces about 5.5 million per day which almost meets 50% of tea consumption requirement in the country. The success story of BOH Plantation continues to be Malaysias leading brand in tea and is also exporting to Brunei, Japan, Singapore, United Arab Emirates and also the US. Consumer Decision Process BOH tea Consumer Decision Process is basically known as a cognitive process. Consumer is aware of a need or wants and search for possible ways to satisfy it. Awareness of consumer is not an automatic process; it is actually selective external procedure. Example, consumers are expose to thousands of messages that persuades them from advertising, political organization, religious groups , food products and many more other resources. This mass information that seeks out consumer attention then filtered out by individual in order to make the decision in buying a product. In order for a consumer to purchase a product, he or she has to go through the 5 stages of consumer decision process. These 5 stages of consumer decision making process are very important for consumer to make an accurate decision in satisfying their needs and wants. The stages flow in sequence beginning with problem recognition and ending with post-purchase evaluation. The 5 stages are as graph above: Problem Recognition Information Search Evaluation and Selection of Alternatives Decision Implementation Post-purchase Evaluation Problem Recognition The consumer decision process begins when a consumer is aware of satisfying their needs or wants. Example, Jason might need a new football shoe to replace the old depreciated one or Sarah need s a new computer to replace the her old want which is not performing as well as it was before. These kind of problem shows that consumer have recognized and identify their problem such as actual state and desired state. BOH tea inspires the consumer by tackling the health benefits of drinking tea and how BOH provides quality and innovative tea products. For the past decade, health benefits have caught the attention of the wide coverage of media. Numerous studies have shown that the antioxidant polyphenols of tea has the anti-cancer properties and also able to reduce the risk of gastric, and also skin cancer. This health benefits has increase the demand of tea in the market. Prevention is better than cure; this statement has drive consumers to seek for solution in reducing the chance of getting sick and that is mainly the problem face by consumer. This is where tea becomes the problem solver. This is where BOH tea as Malaysian leading brand provides with high quality tea that satisfies and produce a healthier lifestyle for the consumer in Malaysia. Tea may protect cancer caused by smoking Tea drinker has lower blood pressure Green, Black and Oolong tea Tea can lower cholesterol level and protect against heart diseases Tea believed to boost the bodys defense system Health benefits from consuming tea (http://www.2basnob.com/health-benefits-of-tea.html) Information Research When consumers identify a problem, they will find ways to solve the problems. Example, Sarah would pay more attention to product information of a personal computer. She will be more aware and attentive towards computer advertisement, friends choice of computer brand, and online information regarding different brand of computer. In the process of gathering this information , Sarah as a consumer will began to learn more about the brands of computers that compete in the market and their features and characteristic that satisfy the needs and wants of various consumer. However, awareness itself is not strong enough to guarantee the continuation of process decision making, unless he or she believes that there is a solution to solve their problem. If high level of involvement is engagement, consumer will advance to seek more resources regarding the product that they want. Internal and external search take place within consumer memory system. In the case of BOH tea, since it is the leading t ea brand in Malaysia it is important to strengthen the brands leadership by capturing the attention of consumer through innovative tea products. BOH tea has to provide extensive information about their quality and innovative tea products, in order for consumer to obtain knowledge of their tea easily Internal Research Internal research is an attempt to seek information in the form of pre-existing knowledge such as attitudes and beliefs of the problem. However, if the problem is new to the consumer, then it is inadequate to make the decision making and external research is a necessity. This research is not entirely resourceful because consumer might be unable to recall the reason of purchasing the product or opinion made during the consumption process. In order for BOH tea to leave a good impression, their catchy phrase ada Ummph which literally means more than words can describe kind of feeling to show the great quality of tea that is produce by BOH tea. This phrase will strongly register the brands name in the mind of consumer, so that the next time they want to purchase tea, BOH tea will be their 1st choice as the ada Ummph phrase shows that consumer will never regret in consuming their tea . External Research External research provides more resourceful information from organization, friends, families, society and many more. Consumer are willing to access for secondary information from online resources, advertisement, brochures and many more in order to provide them with the excess knowledge to purchase the computer of their choice. Tea drinker in Malaysia will not escape the attention of BOH tea, as their product can be obtained from most retail outlets. BOH tea has also promoted their tea in the form of newspaper advertisement, television commercial, and also campaigns. BOH tea promotes their tea with bonding with love ones by creating moments of togetherness with loved ones. This is to show that a cup of tea can unite everyone together without any restriction . All this information plays an important role in the mental processing of the mind which includes short term and long-term memory storage. Example, information gain regarding the personal computer will only be in Sarahs mind for a brief moment if it is not stored in the long -term storage. Once Sarah stores it in the long term storage, she will be able to recall the characteristic of the computers brands and make the decision making without it being lost in a minute. Three main operation takes place in the memory so that the information can be retrieve later on Rehearsal Mental repetition of product information. Example, BOH tea ade Ummph phrase remind consumer of their good quality of tea Encoding Information interprets which allows long-term storage. Example, consumer will register the types of tea products so that consumer can pick the choice that they like. Storage Information stored in long-term memory. Example, when it comes to tea consumption, Malaysian consumer will remember BOH tea, as the tea with high quality and creates bonding between family members. Graph below shows the choice that is choice that has to be made by Sarah after obtaining the desired information that is needed by her. Computer brands that is aware by Sarah. Example, Acer, Apple, Compaq, Dell, HP, Sony, and Toshiba Subset of computer brands that is aware by Sarah in the market Affordable and high performance brands will be Sarahs best choice of purchasing a computer. Example, Dell and Acer which is affordable and high performance With more information, only selective few strong candidates are remain Choice Set Sarah might make her decision on a Dell computer because it is cheaper and long lasting compared to Sony which is too expensive and unaffordable Brands that satisfy her buying criteria of a computer. Example, the price is affordable and high performance Evoke / Consideration set Awareness Set Evaluation and Selection of Alternatives The following step allows the consumer to evaluate the brands from the information that is obtained. However, there is no specific evaluation process is applied by all consumer in buying situation. Thus, consumers sees product as a bundle of attributes such as the need, benefits, and attributes in order to make the right decision that satisfy their needs and wants. This bundle of attributes is actually a products objective and subjective factors. Objective factor BOH tea provides high quality tea that provides health benefits Subjective factors Comparison of BOH Tea and Lipton tea, BOH tea being the outstanding as product is a national brand. It is also cheap and easily obtain. Purchase Decision Purchasing the brand BOH tea satisfies the entire spectrum of the non-alcoholic beverage in Malaysia and encourages tea to be consumed including, cold, instant, traditional or in any other form that is preferred by consumer. This satisfies the consumer by providing choice of tea consumption according to their taste This is the stage where consumer has decided which brand of product that he or she wants after a making comparison with all the availability of product brands. Consumer will then have to select 2 specific elements which is purchasing the brand choice and purchasing time. Purchasing Time Product can be purchase in most retail outlet in the form of packages. Consumer can also buy it in bundle during promotion period too. Post purchase evaluation In this stage the level of purchase involvement of consumer is very important, it is often known as the level of concern for or interest in the purchase and heavily depends on the extensive information that is seek by the consumer in making a purchase decision. Low purchase involvement process Example, suppose if a buyer buys a certain brand of product (e.g., BOH tea) as a matter of habit, this means the drink is a low purchase involvement situation and consumers do not have to evaluate and seek information extensively. This case consumer will simply buy and consume the product and generates a high level of repeating the same purchase of product. Graph above shows low involvement purchase process that takes place. The benefit of low purchase involvement process is BOH tea has become consumers loyal brand for tea consumption products as repeat purchase has been taking place from time to time. However, if the level of purchase is high and the consumer is involved in extensive decision making, consumer will be more likely to face a more elaborated post-purchase evaluation. High Purchase Involvement process This graph shows that there is a post-purchase dissonance where consumer are unable to commit to the decision of choosing the brand that they want and it will create anxiety among consumers as it is difficult to make alternatives choices. In order for consumer to reduce this dissonance, consumer has to make approaches such as to increase the desirability of the brand that they want to purchase and reject the desirability of rejected alternatives and also reject the negative data on brand purchased. If dissonance is not reduce, the anxiety experience may turn into a dissatisfaction and leads to a new problem. That is why high purchase involvement needs extensive research of information to reduce anxiety and increase the confidence level in purchasing the product they want. Consumer will stay loyal to BOH tea because the company is constantly doing research in order to satisfy the future consumer needs . Psychological Core BOH tea Attention Attention is a concept of cognitive psychology that helps us to actively process information present in our environment. Attention is an unconscious process where consumer can automatically scan the features of the environment surrounding them. Attention can be classified into 2 which are voluntary and involuntary. Selective attention is voluntary where relevant information is focused. Involuntary is orientation reflex where something surprising is put in front of a person and allocates the attention towards it. Selective Attention Selective attention is the study of why people pay attention towards things, and how deep is their attention towards things that they focus. Example, being in a classroom, or a busy highway, it is impossible for a person to note everything down. What a person pays attention is actually what they select to pay attention to, thus, selective attention is not entirely conscious. In order to capture the attention of consumer entirely, BOH tea pays attention towards animal and environmental conservation and have won numerous awards. Example, the companys packing facility in Bukit Cheeding has receive the ISO 9002 certification, this can further assured of quality tea every time consumer open up a packet of BOH tea. BOH also won the Super brand Excellence Trophy Award in Food Beverage category in 2004. Orientation reflex Orientation reflex is very important in capturing the attention of consumer. The aim of this involuntary action is to create stimuli that surprise the expectation of consumers. Example, BOH Tea is able to capture the attention of their consumer with their advertisement in television which focuses on family bonding where family members can socialize through a cup of tea. Health benefits offers by BOH tea also has direct their attention towards consumer automatically because they are aware the importance of health Perception Perception is a process that begins with consumer being exposed to information, attended to the information and ending with comprehending the information that is focus on. Perception consists of 5 major elements which is exposure stage, attention stage and comprehension stage. Exposure stage Beginning process of perception process where consumer is exposing to information in the environment that is observed by the human senses. Example, when we are driving on the freeway we are expose towards numerous commercial messages such as bill boards, radio advertisement, bumper- stickers on car, banners on shopping mall and many more . However, exposure towards surrounding is not enough to give a major impact towards consumers. BOH tea attracts consumer by promoting their products in television commercial, newspaper advertisement, BOH tea website, and also campaign. Example, BOH tea has done numerous televisions commercial by targeting the culture of tea regardless of religious or political options and also not to forget the moment of togetherness by the bonding of family members. However, this has allowed zapping and zipping away of television commercial to occur and consumer might miss the television commercial. This mean attention is needed to draw the attention of the people. Attention Stage The matter of degree that consumer pays attention towards something, this stage consumer will allocate processing capacity to a stimulus. Example, if we are driving on a freeway and we are running low on gas, our attention immediately becomes high towards signboards that say how far is the next petrol station, but low when commercial regarding shopping or movies on the billboards. However, our attention towards something can be instantly escalates from high to low when we are in need of something. Example, an advertisement for a product that we are interested is on television programs. In order to capture the attention of consumer, BOH tea has involve in animal and environmental conservation. One of their successful story is when BOH Plantation was the first tea company to be awarded ISO22000 certification , an international standard designed to ensure safe food supply chains worldwide. BOH has also strengthened the leadership of their brand by embarking on numerous marketing campaig ns. Example of a successful campaign the BOH Ummph! campaign, a tagline that is still remembered by young Malaysian right until today. This campaign has brought attention towards consumer as BOH focuses on family values. Interpretation stage The final stage of perception where consumer organize and interprets the information obtain from their environment. BOH tea comes in the mind of consumer when they hear or sees the Ada Ummph! phrase in advertisements. Memory 2 types of memory Short-term memory The decision is instantly made, and if without repetition information will be forgotten. Long-term memory Information that is repeated will be interpret and stored in the long-term memory, information can be use later on as it can be change to short-term memory for making decision. Consumer that remembers BOH tea can purchase it when tea supply is needed at home Purchase and consumption decision Consumer is very clear of the products that benefits or satisfies their need, and purchase process begins when consumer buys the product Nature of perception The graph above shows the nature of perception from exposure until purchase and consumption decision of consumers. Exposure provides opportunity for attention but not guarantee that is seen by consumer. Exposure can be then categorise into 2 element which is selective and voluntary. Selective exposure is where there is vast amount of information given but choices is up to consumers interest, and voluntary exposure is consumer is willing to accept the information as to satisfy purchase goal, and entertainment. Information provided by BOH Plantation may not be consumers interest, but it is their duty to attract consumer to consume their high quality tea. Attention is where the information is selected and focus by consumer and information is send to the sensory system to interpret that data. Interpretation of information begins when consumer allocates the information that is necessity for their purchase goals or objectives , the information is receive from the stimulus of the consumer. The information that is generated is then stored in the memory. Memory has two elements which is short term and long term. Short term memory is where the information is stored for a shorter period of time in order to make a instant decision and is forgotten quickly after that. Long term memory is where the information generated is stored for a longer period of time where consumer can make decision later on in time and does not have to be instant. Finally, the purchase and consumption stage, consumer will decide to buy the product once they have understand the criteria that satisfy their purchase goal . Motivation Motivation refers to an inner drive that reflects the goal of a person, which consist of the urge, wishes, or desire that allow them to strive to achieve the goals and aims that is set. The two motivational theories that is famously known to express the motivation of people are the: Maslows Hierachy of Needs W.J. McGuire psychological motives Maslows hierarchy of need is actually a theory to satisfy the human needs . In order to be at the peak of the hierarchy, a person has to satisfy the lower needs in order to achieve higher needs in the hierarchy. We will now study and go through each stage of Abraham Maslows Hierarchy of needs Basic needs/ Physiological needs Basic needs of human. Example, food, water, sex ,sleep, and also Exercise Safety needs Security, shelter, and normalcy in life Belongingness and love needs A persons affection and acceptance as part of family or group, intimate relationships and also friends Esteem or status Prestige, accomplishment , self respect, and the respect of others. Confident, appreciated and also the need of feel competent is also important Self actulisation The need to realise ones own potential, to achieve dreams and ambitions The next theory is McGuires Hierarchy of Needs, a very detailed set of motives to understand the specific aspects of consumer behavior. This theory consists of 4 major categories with 16 sub-categories which explain the behavior of consumer. The 2 criteria that satisfy the 4 main categories are as follow: Is the mode of motivation cognitive or affective? Is the motive focus on preservation of status or on growth ? Cognitive Preservation Motives Need for Consistency (active, internal) Need for Attribution (active, external) Need to Categorize (passive, internal) Need for Objectification (i.e., cues) (passive, external) Cognitive Growth Motives Need for Autonomy (i.e., Independence) (active, internal) Need for Stimulation (active, external) Teleological Need (i.e., desired outcomes or end states) (passive, internal) Utilitarian Need (i.e., problem solvers) (passive, external) Affective Preservation Motives: Need for Tension Reduction (active, internal) Need for Expression (active, external) Need for Ego Defense (passive, internal) Need for Reinforcement (passive, external) Affective Growth Motives: Need for Assertion (active, internal) Need for Affiliation (active, external) Need for Identification (passive, internal) Need for Modeling (passive, external) Learning Motives Motive arouses individual to respond and engage in learning activity. Goal that are achieved will reduce arousal but will have tendency to occur again. Marketer put product in a way that can satisfy the arousal of consumer Example, when a person is in need for tea consumption (motive) , BOH tea will provide the tea in many form for choices of consumer Reinforcement Tendency of motives to re-occur again in a similar situation. Elements of learning Response Physical activity in reaction towards stimulus, Example, the process of going to retail outlet to purchase tea Cues Provides direction, respond towards motive. Example, tea can be obtain in the retail outlets Cognitive Learning ( Thinking ) This learning process focuses on acquiring knowledge and skill is by mental, which is creating metal presentation of physical object and events in our heads. Individuals learn by listening, watching, touching, reading or experiencing then processing and remembering the information. We can conclude that this kind of learning emphasizes on the role of memory and thinking There are 3 types of learning process : Iconic role learning Interrelationship between two or more concepts without conditioning learning and without reasoning. Vicarious learning Behavior are formed by observing the outcomes of other behavior or imagining the outcome of potential behavior Analytical learning New information are updated when new theories or studies are formed. Behavioral Learning ( Conditioning) Classical conditioning A learning process between environmental stimulus and natural occurring stimulus. Unconditioned stimulus happens automatically, unconditionally and naturally triggers a response, Example, when you smell your favorites food you may immediately feel hungry. Smell of food is unconditioned stimulus. Unconditioned stimulus is the unlearned response that occurs naturally in respond towards unconditioned stimulus. Example, hungry in response the smell of food. Conditioned stimulus is the neutral stimulus that has no connection with the unconditioned stimulus. Conditioned response is learned from the neutral stimulus. Operant conditioning Learning method that occurs through punishment and rewards behavior. Example of operant conditioning can be seen around us, consider employees finishing project with excellent result receives praise or promotions. Reward here increases the behavior.Behavior can also be reducing for example, a student to be told to lose recess privileges if they did not finish their homework. This leads to a decrease in disruptive behavior. Memory Memory consist of 2 component which is Short-term memory (STM) and Long-term memory (LTM) Short term memory Short term memory which also known as working memory is the portion of total memory that is currently in use or activated. Rehearsal of information is needed to ensure it is encode in the long-term memory is the information is important for later usage. If information in short term memory is not repeated it will be lost in 30seconds. Example, if we were to see an advertisement regarding fast food delivery , we will not pay much attention to the advertisement but only remember the number for future usage Long term memory Long term memory has essentially unlimited capacity to store information permanently. Stored information is either semantic or visual. Semantic memory deals with encoding and storage of words , while visual deals with storage of images. Memory here is stored permanently and can be use when needed to make a decision. Rehearsing is important to register something in the long-term memory. Example, if we move to a new house and change our phone number, we ourselves probably have to repeat it until we register the number in our memory storage. Learning process consist of 3 element Schemes It stores facts and generalize information such as verbal information, concepts, rules, principles, and problem solving skills. Information that stored here is simply meaningful and helps consumers to make decision. It is well-establish schemata Scripts A special issue in the memory that is also known as procedures we remember for doing things. Scripts involve a series of sequences in doing something. Example, the manufacturing of tea in the BOH tea plantation to where it is distributed so that consumer can purchase it. In general, it is important for firms to have their brand names incorporated into scripts. Example, consumer reflexively can search for BOH tea in the shops rather than unspecified brand of tea Repositioning Repositioning is an attempt to change the consumers perception of their brand; this is because the existing products position is less attractive towards consumer. Example, a product that has great quality but the price is not affordable has low return in profit to the firms, this means they have to change their strategy to lower the price of their products. Repositioning is a very tough process as large sum of money is needed for advertising and promotion of their products. Attitude Attitude is feeling or affection against a stimulus; it is stored in the long-term memory. The 4 function of attitude consist of Utilitarian function, which is use to obtain reward and avoid punishment, Ego-Defensive function is self-protection, knowledge function is simplifies decision such as brand, and value expression which is express identify towards others. Culture The direct definition from textbook about culture is That complex whole which includes knowledge, belief, art, morals, custom, and any other capabilities and habits acquired by man person as a member of society. From this definition, we can learn several important characteristic of culture such as Culture is comprehensive This means that everything must have a connection in order to create culture. Example, bowing and a strong desire to avoid the loss of face are unified in their manifestation of the important of respect. Boundaries of acceptable behavior Everyone must understand their surrounding before taking action. Example, a person cannot be naked while attending class, the least outfit will be shorts and a T-shirt to wearing suits and tie. However, if a person is to wear a suit in the beach, they will definitely be laugh at . So it is very important to know your environment. Cultural characteristics as a continuum. There is a tendency to stereotype cultures as being one way or another (e.g., individualistic rather than collectivistic). Note, however, countries fall on a continuum of cultural traits. Hofstadters research demonstrates a wide range between the most individualistic and collectivistic countries, for example-some fall in the middle. Subculture Identification with core culture Identification with a subculture Mass market behaviors Unique market behavior Core culture values and norms Subculture values and norms Individuals A subculture is a section of a larger culture whose members shares distinguish values and pattern behavior. Social history and current situation of the groups generates the unique values and pattern of behavior which they practices in their subculture. Subculture members exist from the core culture where they share their unique value the most. Figure above shows to which degree an individual behave in manner of unique dependent to the extend which individuals reach out towards that subculture. Segmentation, Targeting and Positioning http://www.consumerpsychologist.com/images/cb/STP.png Segmentation, targeting, and positioning comprise is a three stage process, this process will helps us in Determine which kind of customer exist Which customer

Vegetarian Diet: Health Benefits of Vegetarianism Essay -- Healthy Life

Many Americans are eating unhealthy diets in the typical American style characterized by lack of moderation. This average diet is defined by high contents of red meat and other fatty foods. Eating these types of food, and the following factor of being overweight, can lead to heart disease and other health problems. A vegetarian lifestyle, on the other hand, limits the intake of meat and other fatty animal products and is known to confer a wide range of health benefits. However, there are many different types of vegetarianism. First, there is the semi vegetarian, who is someone who simply limits meat intake to some degree, the lacto-ovovegetarian, who cuts out all meat, but not animal products such as cheese and eggs, and then the vegan, who chooses not to eat any animal products or byproducts such as honey or gelatin. Each type of vegetarianism has specific benefits, all of which outweigh the benefits of the average American’s diet. I am going to look primarily at the benefits of the lacto-ovovegetarian lifestyle. By eating this type of diet, Americans can balance out their food intake with more fruits, vegetables, and grains and create a diet that is healthier overall. A typical vegetarian diet closely matches expert dietary recommendations for healthy eating, being low in saturated fat and high in fiber, complex carbohydrates, and fresh fruit and vegetables (VSUK). A more balanced diet leads to a healthier lifestyle and a longer, happier life. Therefore, more Americans should be eating a vegetarian diet, specifically a lacto-ovovegetarian style. It must be noted that simply changing to a meatless diet will not necessarily create a healthier, happier lifestyle. A vegetarian diet still has unhealthy components that must be avoi... ...clude careful, complex planning to reduce the risks of the most prevalent diseases. If Americans would simply start by cutting red meat out of their diets and then from there finding a point on the scope of vegetarianism where they are comfortable, overall health in this country would improve. This could be started with something as simple as eating one vegetable oriented meal a week and slowly spread out until all meals are oriented around vegetables, fruits, and grains instead of a main dish of meat. By eating in this manner Americans can start to create a healthier living style and learn moderation. Bibliography *Journal of the American Dietetic Association, November 1993, Volume 93, Number 11 *Techline Vegetarian Facts, users.techline.com *The Vegetarian Society (VSUK), www.vegsoc.org *Yahoo Health-Diseases and Conditions, health.yahoo.com/health

A Christmas Carol - short review :: Free Essay Writer

A Christmas Carol - short review A Christmas Carol was published on 17th December 1843 in Victorian England. Victorian England was not a very nice place to live and Charles Dickens didn’t have the best childhood; his father was a clerk who was taken away from him and imprisoned when he was 12. Some people say this was how he became such a good writer – from all the problems he had as a child. England was a horrible place during these times – for example, there was child labour, where people got children to clean their chimneys as they were small enough, but it turned out the soot from the chimneys was carcinogenic, meaning it activated cancerous cells. There was also the Poor Law Act, which meant if you had lost an arm and were unable to work you had no way of gaining money. People also believed that you had to have money to be gentleman. There was the class system that meant if you were born into a working class family you would often die in a working class family – there were few chances to become rich and famous. Dickens often looked at life as a child; for example in Oliver Twist, David Copperfield and Great Expectations. This could be one of the reasons that Dickens chose A Christmas Carol to be at Christmas, as he thought it would appeal to the child in everyone. Many people believed that Dickens wasn’t just someone who wanted to make money, even though he was a workaholic. What he really wanted to do was to provoke authority to take responsibility for the problems that people were having in the country and Christmas was the best time of the year to do this. Dickens’ use of imagery in the novel gives a great sense of surroundings and what Scrooge and all the ghosts look like. For example, here is a line from A Christmas Carol, that is just about the weather, â€Å"It was cold, bleak biting weather; foggy withal; and he could hear the people in the court outside, go wheezing up and down, beating their hand upon their breasts, and stamping their feet upon the pavement stones to warm them.† Smiles and metaphors help us to portray and compare images in our heads and Dickens does this very well throughout the book. In A Christmas Carol, Scrooge is the novel’s protagonist. We know this as everything in the book has some sort of connection with him. In the novel Scrooge is represented as a misanthropist, i.e. a person who hates his fellow men. This kind of novel where a person changes

Agricultural Policy and the European Union :: Political Politics

Agricultural Policy and the European Union Discuss the relative merits/demerits of an agricultural policy oriented to price reform rather than one based upon structural reorganisation "The common market shall extend to agriculture and trade in agricultural products. 'Agricultural products' means the products of the soil, of stock-farming and of fisheries and products of first-stage processing directly related to these products....The operation and development of the common market for agricultural products must be accompanied by the establishment of a common agricultural policy among the Member States" (1) >From the beginning of the European Union, EU policy has given emphasis to the agricultural sector. To this end, a Common Agricultural Policy (CAP) was established in 1963. (2) Provisions for this policy were made in the Treaty of Rome. The aims of this policy were to increase agricultural productivity, to ensure a fair standard of living for the agricultural community, to stabilise markets and to ensure reasonable prices for the consumer. (3) This is unusual in the context of the Treaty of Rome which provided for free trade and movement of resources. Agriculture was ill-adapted for this approach. Protection was given, not only by customs duties, but also by a variety of agricultural policies. This essay will discuss the merits and demerits of a the pre-1992 CAP with its emphasis on price reform, in comparison with the post-1992 CAP which was oriented to structural reform. It cannot be denied that there were merits of the pre-1992 price reform policy. There was a bountiful food supply with an increased variety and quantity of food. Farmer's yields increased, particularly the large farmers. Producers were protected from the external market due to community preference and, therefore, domestic agriculture could develop. There were also spin offs in food production. Although some of the policies created good returns for farmers, the demerits of said policies far outweighed any advantages they had. The core-periphery divide was widened, quantity became more important than quality and consumers had to pay higher prices. Agricultural practices caused damage to the environment and international trading relations were strained. Until 1993 the EU rarely supported farmers by paying them direct subsidies from the taxpayers. (4) Instead the 30 billion ECU (and often more) was spent in the buying up of surplus commodities at minimum official prices and was also used to pay subsidies to traders to sell surpluses on the lower-priced world markets. (5) During the 1960's the price system was devised. The first problem with price policies is that of fluctuating and differing exchange rates. "Green Money" was the first solution to be developed to counter the problem of differing exchange rates.

Common Law Essay

a)Â  In a letter dated 14/02/2011, the manager (Dave) of Excellent Foods (EF) outlined conditions in writing to the manager (Ben) of Safe Foods (SF) in relation to the purchase of EF. These conditions were that SF must pay the valued amount of EF, which totaled $120,000, $30,000 more than the original amount that SF had been prepared to pay and stipulated during earlier negotiations. At the time of the earlier negotiations, SF also had set a purchase requirement, which was that EF’s sales must increase by 20% over the next two months and if this requirement was met, SF would be prepared to pay the $90,000. After earlier negotiations, EF had their business valued at $120,000 and notified SF of the valuation and that they now required this amount, not the $90,000 that SF had offered. SF did not reply to EF. Whilst EF met the sales increase target and forwarded the record of sales to SF along with the transfer of business contract as well as a new condition of the contract being that EF require 10% of the 120,000 within 14 days, SF responded in writing stating they no longer were interested in purchasing EF. It would appear that EF are no longer interested in purchasing SF due to the $30,000 price increase and the term that they would now need to pay 10% within 14 days. An important aspect in forming a legally binding contract is giving and receiving the acceptance of an offer. The requirement of acceptance with every binding legal contact is tied closely to the concept of unqualified mutual assent. Only when both parties have given their mutual consent does the law consider a binding legal contact to have been formed. Hence, if the offeree remains silent, their silence cannot constitute an acceptance.[1] Another important aspect when creating a legally binding contract is that the acceptance of the offer must exactly mirror the terms and conditions of the offeree and vice versa. If there is even a slight difference, this will most likely not constitute a valid acceptance. If an offer is made that does not mirror the terms of the original offer, than this is considered a counter-offer, which now negates the original offer. An example of this is demonstrated in the case of Hyde v Wrench (1840) where Wrench offers to sell his land to Hyde for the price of 1200 pounds of which Hyde declined to accept. Wrench responded with a counter-offer of 1000 pounds and Hyde responded with another counter-offer of 950 pounds. When Wrench declined the counter offer, Hyde decided he would accept the earlier offer of 1000 pounds, however Wrench decided he would no longer sell his land to Hyde for this amount. As Hyde had made another counter-offer after the earlier offer, the offer of 1000 pounds was now destroyed. Hyde sued Wrench for breach of contract claiming that the earlier offer was not withdrawn however the court found that Wrench did not need to withdraw the offer of 1000 pounds as it was destroyed when the counter-offer of 950 pounds was made.[2] In this case, SF made an offer to EF, being $90,000 if sales increase by 20% in two months. EF later responded with a counter-offer of $120,000, which then destroyed the earlier offer of $90,000. SF did not respond to this counter offer, therefore not accepting the new offer. EF also added terms to the offer that were not previously discussed with SF, which also did not mirror the terms of the earlier offer of which the court considers being a strict requirement for full and unequivocal assent.[3] Excellent Foods cannot commence an action for breach of contract against Safe Foods as the counter-offer negates the original offer of which Safe Foods did not respond to and therefore is not considered as an acceptance of the terms. b)Â  Promissory estoppel is an equitable action, which is designed to enforce promises made from one party to another where the promises are not supported by consideration. The doctrine of promissory estoppel can only be applied if a clear promise was made from the promisor to the promisee, if the promisse has suffered a significant loss from the promiser now going back on its promise, if the promiser acted unconscionably, and if the promisse undertook certain acts (or refrained from undertaking certain acts) due to the promiser’s initial promise. A leading case which illustrates the purpose of promisary estoppal is Waltons Stores v Maher where Waltons negotiated with Maher over the grant of a lease of property that Maher owned. Maher agreed to demolish a building in order to make way for a new custom designed building to be occupied by Waltons. Changes and agreements were made by both parties over the following months. Waltons later decided that they no longer required the building after Maher had already informed then that they were proceeding with the demolition and despite being aware of this, advised their solicitors to ‘go slow’ in informing Maher of their reservations. Due to Maher having initially received a clear promise, suffered considerable loss and completed many acts under the belief that Waltons would go ahead with the promise as well as Waltons acting unconscionably against Maher in ‘going slow’ in informing Maher of their true intentions, Maher was able to rely on promisary estoppel and therefore won on first instance and later at the appeal.[4] In this case, Excellent Foods did not suffer any considerable loss from Safe Foods not following through with the business transfer. Whilst there was an initial promise made by SF to EF, EF later requested 10% of the transfer price of $120,000 within 14 days– a term that had not previously been negotiated. It may be because of this term that SF does not wish to continue with the transfer in which case they have not acted unconscionably. EF informed SF in writing that they did not wish to continue with the transfer.

A Literary Critic of “The Secret Life of Walter Mitty” Essay

The story â€Å"The Secret Life of Walter Mitty† is a form of a short story genre variety. This story was written by James Thurber, and published in The New Yorker in 1939 (Clugston, 2010). This is an intriguing story of a daydreaming husband, Walter Mitty, and his domineering wife as they run a few errands to town. I will make use of literary criticism by explaining my connection to the story, analyzing the meaning of the story, and taking the formalistic approach in discussing James Thurber’s story. My connection to this story is strongly held by the fact that I am also a daydreamer. I will admit this is a frustrating characteristic for others, but for one’s self as well; eventhough, the situations discussed in the story seem quite humorous to the reader. Mr. Thurber presents the tone, or mood, of frustration throughout this story. As Walter is daydreaming and driving faster than Mrs. Mitty likes, she abruptly interrupts him. Although the daydream breaks for an instance, he quickly returns to his daydream. Mrs. Mitty is quick to interrupt again, â€Å"It’s one of your days. I wish you’d let Dr. Renshaw look you over.† Her frustration is evident because she thinks that something must be wrong with him. Later when Walter is not wearing his gloves, Mrs. Mitty is certain he has lost them. James Thurber has reinforced her frustration. Walter’s frustration is expressed in the story several times as well. An instance when a parking attendant awakens Walter from another daydream, the story reads â€Å"Mitty becomes a little testy.† When Walter makes several mistakes trying to park the car, the frustrated attendant tells him to â€Å"leave her sit there, I’ll put her away.† When the attendant parks the car with some expertise, Walter replies â€Å"they’re so damn cocky, they think they know everything.† Probably the sharpest image portrayed in the story is  when Mrs. Mitty is hassling Walter for not having the sense to put on his overshoes. Walter’s reaction is one of self-defense stating â€Å"Does it ever occur to you that I am sometimes thinking.† This set the tone that Walter is letting his wife know that just because he may seem lost, does not make him senseless, or that she needs to keep after him the way she does. As a daydreamer myself, I have experienc ed some of the same frustrations depicted in this story, so I connected with the story immediately. Now moving on to the analysis of this story, there are several meanings illustrated. According to Koger, there are four themes or meanings conveyed through this story which are â€Å"the contrast between a human being’s hopes for life and its actuality, the power of the mind or imagination, the conflict between the individual and authority, and the ascendancy of technology and materialism in the twentieth century† (Koger, 2004). I agree that all of these themes are displayed throughout the story; however, I believe one has been overlooked. I feel that Walter Mitty may have self-esteem issues that he is able to overcome in his daydreams or, even better, they do not exist. Many examples are apparent contrasting one’s hopes and reality. Walter’s â€Å"heroic ability† in his daydreams versus his inadequacies in the reality of the story is one example (Koger, 2004). Another fine example is Mitty’s ability to master technology in his daydreams versus his inability to maneuver his car, or appropriately unwind tire chains (Koger, 2004). Another example, of my own accord, is the confidence that is portrayed in the fantasies that do not exist in the reality. For example, in the first daydream he is a commander taking charge of a ship and traveling through a storm versus being told to wait in front of the drug store, in the rain, for his wife as though he were a child. The power of the mind and imagination another theme to the story is exemplified through Mitty’s daydreams. Mitty is able to overcome every dilemma he faces in reality through his daydreams. He becomes an expert of machinery, and he no longer fears authority figures, but instead becomes an authority figure. He even boosts his self-esteem by allowing the phrase â€Å"the old man ain’t afraid of hell.† Self-esteem is an important characteristic of the story. The persona or narrator may or may not reflect the author’s perspective (Clugston, 2010). However; Thurber lost an eye as a child (Clugston, 2010). I find it very symbolic that in Walter Mitty’s first daydream; the narrator describes the commander â€Å"with the heavily braided white cap pulled down rakishly over one cold gray eye.† I am inclined to think that James Thurber may be the Walter Mitty in the story. That being said, I also understand where the lack of confidence has played into the story. Mr. Thurber is able to cover his bad eye through the words that he writes. Thompson describes Mitty as a â€Å"docile nobody muffled in layers of winter clothing with a loquacious and overprotective wife beside him† (Thompson, 2008). This is yet more evidence of the poor self-esteem portrayed characteristically through Walter Mitty. The formalistic approach is â€Å"the most widely used in literary criticism; it focuses on the form and development of the literary work itself† (Clugston, 2010). The setting of the story is memorable because it is cold, and the characters must drive into town to run errands giving clues that the Mitty’s live in the country or a very small town. James Thurber also creatively interrupts the daydreams at their climax, adding to the jolt back to reality. This gives the readers a chance to get lost in the daydreams, and be jolted back to reality as well. Walter is described as a middle aged man unhappy with his life. The evidence of his unhappiness is portrayed through his daydreams where his life is almost perfect. Mrs. Mitty is described as a nagging old woman who is constantly frustrated with her husband’s absentmindedness. She is constantly telling him what to do and how to act. When he does not, she assumes he has fallen ill. Thurber also uses the same simple phrases such as â€Å"pocketa-pocketa-pocketa† for every machine giving the reader the sense that in reality, all machines have the same amount of value in Walter’s mind. Using the simple fountain pen to fix an expensive piece of machinery also gives clues to Walters’s lack of intelligence when it comes to technology. The author also uses very explicit daydreams allowing the reader to understand how far Walter Mitty had escaped from reality. In conclusion, I have discussed my connection, analyzed the meaning, and taken a formalistic approach to critic this wonderful piece of literature. The connection to the story is easy to come by as every person daydreams occasionally. The story consists of five different meanings or themes as I have discussed. I have also discussed the several different literary actions and the artistic ability used to create an amazingly humorous piece of art. References Clugston, R. W. (2010). Journey into literature. San Diego, CA: Bridgepoint Education, Inc. Retrieved from https://content.ashford.edu/books/AUENG125.10.2/sections/ Koger, G. (2004). Masterplots ii: Short story series, revised edition. (2nd ed. ed., Vol. 1). United Kingdom; England: Salem Press. Retrieved from http://search.ebscohost.com/login.aspx? Thompson, T. (2008). â€Å"he sprang to the machine† : â€Å"the secret [technological] life of walter mitty. (1 ed., Vol. 41, pp. 110-115). Retrieved from http://web.ebscohost.com/lrc/detail?vid=5&hid=19&sid=280101a3-6742-45d0-88ee-24b153429c1a@sessionmgr12&bdata=JnNpdGU9bHJjLXBsdXM=

My Experience in the Military Essay

My darkest hour was also the moment I became a man. When all my years of training, all the blood, sweat, and tears of running, aiming, skills training, and hand to hand combat had finally been put to the test. My first kill. It wasn’t a proud moment but it was one on necessity and choice that I’ve played over and over again and I still get the same result. It would have gone exactly the same. September 21st 1999, 1327 Zulu time. We were flying over Almaty, Kazakhstan. The rattling of the POS tin can they call an airplane was really making me queasy. ‘Man less than an hour before we land. It’s not coming soon enough. ’ I thought. Then came the dreaded command that started the chain of events that changed my life forever. â€Å"AAG! 9 o’clock. I repeat AAG! 9 o’clock! † Yelled our Staff Sgt, â€Å"You know the drill, men. Time to grow wings! † Now to you non-military personnel, an AAG is an anti-aircraft gun. Now it doesn’t take a rocket scientist to realize, hey we’re in an aircraft. You see where this is going. Time to grow wings means, we’re jumping off this plane. This might be fine and dandy for a para-trooping unit. We were not a para-trooping unit. Now most of our unit has had parachuting training, well all except one, me. Now in my defense I had been busy with officer training so really hadn’t had much time. I now wish I had made time. So as we’re being shoveled out of the plane, there’s AAG blasts going off all around us. Then came my turn where I never thought you could get a jumping lesson in 30 seconds. Well it was enough for me. Out I went. Exciting, exhilarating, and scary as hell, were the first three things that came to mind. Now I’m no meteorologist but there are these invisible paths the air flows called vectors and if you don’t know what you’re doing you can be rerouted from you initial path. This is how I ended up drifting away from my unit. I pulled my chute once I realized this and landed about half a click north of my click. I landed in a courtyard and did the most natural instinct that could come to mind. I ran. Now the guys manning these AAG’s also had troops on foot and they figured out real quick where I was, and that I probably would make a real nice hostage. A US officer is a gold bar waiting to be snatched. I went for high ground as I checked my GPS tracker looking for my unit. Once on the roof of a nearby building, I began running south from rooftop to rooftop looking for a good place to either regroup or stand my ground in case of a firefight. I didn’t know how far behind me the enemy was but I felt them breathing down my neck, so to speak. I looked ahead on my route and noticed a 25’foot gap between me and the next building and it was a floor shorter than the building I was on. I had 10 steps to make a choice. Ten, I detach my pack. Nine, off goes my helmet. Eight, I increase my speed. Six, five, four, ‘This isn’t going to end well’, Three, I rear up, two, one†¦Ã¢â‚¬ ¦I leapt. For a second I thought this is it. But then realized I’m going to clear it, I’m actually going to clear it. I did, right into a window. I rolled twice and started to catch my bearing and get up when I felt a searing pain in my back. I was being tackled. I looked up while on my back to a sweaty, angry look I recognized all too well, the look of a man wanting to kill me. I don’t know where he came from or who he was but I knew these were things I would have to worry about later. For now I have to stay alive. I felt his arm pressing into my throat and damn it hurt. I brought my right fist up and into his temple. It jeered him enough to release the choke. He reached back with the same arm and pulled something out from what looked like his back pocket, a knife. As soon as I realized what it was it was already headed at my face. I took both arms and grabbed for the wrist of the armed hand. He twisted his hand and sliced at my left forearm, I lost grip only with that hand for a slight second, jabbed him in the ribs giving me enough time to re-grip. He was trying to put all his weight into the armed hand and still hold me down while I kept my eyes and both hands focused on the knife filled hand and wrist. I was holding up until the pain from the slice began to overwhelm me and I felt woozy. I felt like this was it, I am going to lose my grip and this knife was about to go into my face. I quickly thought of everything that would follow and everything that has happened to me up to that point in an instance. Then as if a blessing from God, the door burst open and I redirected my focus to the door. So did he, which was his mistake. I quick glanced back at him and noticed two things. His eyes were off of me and his push weakened just for a second. The only second I needed. I pivoted my upper half to my right and pulled his arm towards where my head once was, jamming the knife into the hardwood floor. I brought my right elbow into his head and he toppled over. I reached for my side arm, rolled away, up on to one side, aimed and fired twice. My pistol and eyes both rose up and to the left to the doorway and fired three more times. Both enemies, cancelled. I took what seemed like an eternity to curse, catch my breath and regroup myself. I stood up and realized the fight wasn’t over. I still had to make it to my unit. I made my way through the apartment I earlier crashed into, out into the hallway and back up to the roof. I noticed insurgents on the rooftop directly behind me making half-ass shots at me. I leapt to the next rooftop, made cover behind a chimney, pulled my pistol took two deep breaths and†¦.. Well you’ll just have to wait for next time for that one. You ask yourself what I would do if I were in a life and death situation. Did it turn out like I thought? Nothing like it. Because when it really happens you go into autopilot. It all happened so quickly, but when I relive it in the nightmares that haunt me to this day, it seems like forever. It wasn’t a cool thing to do it, but was it necessary for my survival? Yes. If I could do it all over again, I would have taken the para-trooping courses.