“Jane Eyre” as a bildungsroman novel Essay

Bildungsroman is a novel genre that narrates a hero or heroine’s process of psychological maturation and focuses on experiences and changes that accompanies the growth of the character from youth to adulthood. â€Å"The term â€Å"Bildungsroman† was introduced to the critical vocabulary by the German philosopher and sociologist Wilhelm Dilthey (1833-1941), who first employed it in an 1870 biography of Friedrich Schleiermacher and then popularized it with the success of his 1906 study Poetry and Experience† (Boes 231). To be a Bildungsroman, the hero or heroine in a novel will experience certain forms of pain or loss that pulls him or her away from either family or home and into the journey of desiring self-identity. At the end of the story the hero or heroine finally succeeds in the society. The plot of Jane Eyre, written by Charlotte Brontà «, generally follows this form. The growth of the main character, Jane Eyre, is distinctively divided into phases by places that she stayed at, starting from her tragic childhood to her final destination as Mr. Rochester’s mistress. The changes of emotions and maturation of identities as Jane Eyre goes through her life provide evidence of a Bildungsroman. Through the novel, Jane Eyre grows up, moving from a radical stage to â€Å"a more pragmatic consciousness† (Mickelsen 418). Psychological maturation is a typical trait of Bildungsroman genre. At the beginning, Jane uses the knowledge she learns from the books to defend herself when she is angry: â€Å"‘you are like a murderer – you are like a slave-driver – you are like the Roman emperors!'† (Brontà « 8). Her angry and chaotic emotions have built up since she lost her parents and was adopted unwillingly by Mrs. Reed. Jane cannot find her place in this family. Her anger and desperation becomes more intense each time Mrs. Reed’s family treats her not as a family member but more like a servant. Jane’s burst of emotions against her cousin, John, resulted in her being locked ino the red-room and eventually sent to the Lowood School, where she spends the rest of her childhood and the beginning of her adolescence. When Jane is again treated unfairly and libelled by Mr. Brocklehurst, through the support of her patient friend Helen Burns, and kind-hearted Miss Temple, she is able to release her indignation. Jane Eyre experiences a huge emotional transition when she no longer feels like a wanderer but gains a sense of belonging through the care of Miss Temple and  the support of Helen. After Jane finishes her education at Lowood, she applies and becomes the governess of Adele where she will work at Thornfield. At Thornfield, Jane meets Mr. Rochester and experiences the most powerful emotion – love. Love makes Jane brave and mature. Her relationship with Mr. Rochester makes her fell confused but respected. She feels psychologically equal with Mr. Rochester when he admits how much he loves her. However, Jane still feels insignificant that she has to depend on Mr. Rochester. The strong emotional conflict between love and shame makes Jane run away from Thornfield and go to Marsh End where she meets St. John. The final emotionally transitional state for Jane Eyre happened when St. John asked her to marry him and go to India to serve as a missionary. Jane strongly refused St. John’s proposal and decided to follow her heart and marry her lover, Mr. Rochester. The story concludes when, Jane Eyre, who is a successful Bildungsroman character, finishes her emotional maturation process. Another significant feature of Bildungsroman is that the character will go through a series of challenges and changes in order to finally achieve complete self-actualization. Jane Eyre undergoes a period which she was called â€Å"a mad cat†, or titled â€Å"less than a servant† in Mrs. Reed’s house (Brontà « 9). Deep in her mind, Janestrongly refuses these names; therefore she often hides and reads books in order to educate herself [rep] in order and build up her inner-self. In constructing a sense of inner self, Jane is able to differentiate her identity from the rest of Mrs. Reed’s family members. Jane has similar experience at Lowood School where she is incorrectly labelled â€Å"an interloper and an alien† and also harshly, â€Å"a liar† (Brontà « 56). However, Miss Temple and Helen trust Jane which allows Jane to rebuild her point of view and establish new identity. In Jane’s life, they were the first to acknowledge Janeâ€℠¢s unique identity. Under Miss Temple’s protection and guidance, Jane completes her education at Lowood; however, Jane lives more like a shadow of Miss Temple. Jane then later became the governess of Adele in order to break away the image of Miss Temple and create her own. There in Thornfield, she continues to educate herself by painting and reading to build up the real Jane Eyre identity. When Mr. Rochester asks Jane to marry him and gives e her the title of â€Å"Mrs.  Rochester†, [p_voice] it stunned Jane that she will no longer be â€Å"Jane Eyre† but under the name of â€Å"Rochester†. Losing her self-identity frightened Jane and the shadow of class differences and unfairness from her childhood experience affected her and made her leave Mr. Rochester. Later in the story, Jane finds her relatives in Marsh End and sheinherits a considerable amount of money, which makes herreconnect to family. Moreover, her newfound wealth makes her economically independent; these conditions eliminate Jane’s self-contempt and complete her desired image as an independent woman in society. At the end of the story, she choses to give up her independence and reunite with Mr. Rochester. â€Å"Indeed, Bildungsromane typically conclude with the protagonist making some choice, thereby confirming that the protagonist has achieved a coherent self† The story of Jane Eyre starts from her helpless childhood until â€Å"the last step of [her] maturity when [she] finally finds self-knowledge (â€Å"she† in the original source is â€Å"he† for it was referring to hero)† (Kern 6). After all Jane has experienced, from an adopted orphan to a gentlemen’s mistress, she finally comes to a successful and independent state which she can make her own decision and will not be restricted by anything. The various challenges during Jane’s growing process that educate and change her emotions and identities align with the basic definition of a Bildungsroman genre. Although the story of Jane Eyre falls into a fairy tale ending, the novel Jane Eyre functions as a Bildungsroman.

Rhetorical Analysis of Frederick Douglass’s “Learning To Read and Write” Skill Essay

In the excerpt â€Å"Learning to Read and Write,† Frederick Douglass uses an empathic tone, elevated diction, imagery, and telling details to convince a white American audience from the 1850s of the humanity and intelligence of enslaved Africans and the evils of slavery. Warrants: 1 Frederick Douglass’s strongest strategy in his â€Å"Learning to Read and Write† passage is his empathic and compassionate tone that convinces a white 1850s audience of the kindness and humanity of enslaved Africans. 2 Frederick Douglass’s strongest strategy in his â€Å"Learning to Read and Write† passage is his elevated diction that convinces a white 1850s audience of the intelligence of enslaved Africans. 3 Frederick Douglass’s strongest strategy in his â€Å"Learning to Read and Write† passage is the imagery of his mistress’s shift from a â€Å"lamb-like disposition† to a â€Å"tiger-like fierceness† that convinces a white 1850s audience of the evils of slavery. 4 Frederick Douglass’s strongest strategy in his â€Å"Learning to Read and Write† passage is the details he includes about his mistress’s actions that convinces a white 1850s audience of the evils of slavery. Procedure Standard Choosing the Best Warrant Writing Exercise Timing/Pacing 1 This lesson comes after students have been completed work on Moby Dick. Students have read excerpts from Narrative of the Life of Frederick Douglass, including an excerpt in which he resists and defies his master. Students have written their own stories of â€Å"resistance,† a time when they mentally or physically resisted someone’s attempt to control them and how they grew as a result. Students have shared their â€Å"resistance† stories in  read-around in groups or as a whole class and have reflected on in writing and then discussed the patterns found among their classmates’ stories and their messages. Students have also read Douglass’s excerpt â€Å"Learning to Read and Write† and completed a DIDST (Details, Imagery, Diction, Syntax, Tone) chart on the passage. Some background knowledge/familiarity with the American slavery system and â€Å"slave narratives† is helpful. After this lesson, students will write a rhetorical analysi s essay of the â€Å"Learning to Read and Write† passage. 2 This activity is approximately 25 minutes 3 This activity comes after the Do Now. Notes The rationale for this activity is to analyze the strength of a speaker’s arguments and warrants, and what makes an argument and warrant strong. This activity helps prepare students to write a rhetorical analysis of this passage. Follow-up Activities To include an oral activity, follow up with a choosing the best warrant mini debate. Text Reading: Frederick Douglass- excerpts from Narrative of the Life of Frederick Douglass (These excerpts, the DIDST chart, and related lessons are available online by Googling â€Å"Frederick Douglass AP Lang.†) Name:_____________________________________ Class:__________________Date:______________ Choosing the Best Warrant Writing Exercise In the excerpt â€Å"Learning to Read and Write,† Frederick Douglass uses an empathic tone, elevated diction, imagery, and telling details to convince a white American audience from the 1850s of the humanity and intelligence of enslaved Africans and the evils of slavery. Warrants: 1. His empathic and compassionate tone convinces a white 1850s audience of  the kindness and humanity of enslaved Africans. 2. His elevated diction convinces a white 1850s audience of the intelligence of enslaved Africans. 3. The imagery of his mistress’s shift from a â€Å"lamb-like disposition† to a â€Å"tiger-like fierceness† convinces a white 1850s audience of the evils of slavery. 4. The details he includes about his mistress’s actions convinces a white 1850s audience of the evils of slavery. Preparing to Write Step 1 – Select the strongest warrant. Warrant #___. Step 2 – Provide 2 reasons why the warrant you choose is the strongest Reason 1: Reason 2: Step 3 – Provide 2 reasons, 1 for each of the 2 weaker warrants why they are not as strong of an argument. Warrant #__ is weaker because†¦ Warrant #__ is also weaker because†¦ Paragraph Set-up The strongest reason for believing [claim] is true is the fact that [the warrant you chose]. One reason why this warrant is best is [reason why the warrant is best]. Additionally, [2nd reason why the warrant is best]. Some would argue that [1st opposing warrant] is a better reason to believe [claim], but that is not the case. Specifically, [reason why 1st opposing warrant is weaker]. In addition, others would argue that [2nd opposing warrant] is a better reason to believe [claim], but that is not the case. In fact, [reason why 2nd opposing warrant is weaker]. Thus, [the chosen best warrant] is clearly the best reason to believe [claim].

Analysis of Espergesia

It is importance to read the poem in the context of its time, during this period Vallejo was moving in circles that held Marxist ideals, renounced religion, and embraced the notion that coherence and order of traditional poetry do not effectively communicate emotion, but that the logic of modern art is the logic of emotion. In this collection we see Vallejo begin to move away from the ideals and influences of modernism (Higgins,J) rather than using language as a tool to escape reality by romanticising it, Vallejo seeks to convey his own sense of reality, whilst he does employ modernist techniques such as religious symbolism and imagery that is connotative of beauty and art he subverts this imagery and in this way succeeds in conveying emotion in a manner much more personal and direct that lacks literary pretension and the glorification of the role of the artist (Miller, N). The poem explores Vallejos crisis of faith and the effect this has had on his relationship with society and how it has caused him to feel in terms of his existence in the world as a consequence. The broken language is symbolic of Vallejos broken faith and ideology, he attempts make sense of a world which to him does not make sense. The title Espergesia in an archaic legal term signifying the passing of a sentence this then must raise the question of who is passing the sentence there are only two possibilities of who this could be, God or society. Given that Vallejo debases religion and thereby a society with religion at its foundation, it would be strange if he felt this sentence to be actually imposed upon him by either party, instead however the poem implies that life itself it a sentence. Vallejo in his clever employment of paradox, â€Å"el claustro de un silencio que hablo a flor de fuego† portrays the sense of loss he feels now religion holds nothing of value for him. Also the imagery in the penultimate stanza of â€Å"la luz† and â€Å"la sombra† is a metaphor for religions downfall. It is made implicit throughout the poem that he does not believe in God, the most pertinent example that demonstrates this is in the opening stanza â€Å"Yo naci un dia que Dios estuvo enfermo† through his use of personification Vallejo attributes human weakness to God, undermining his power and in doing that, as by definition God cannot be ill, he denies his existence, this is further stressed by the repetition of this phrase. There is evidence to show that he bears a sentence imposed by society, for example in the lines â€Å"Todos saben que soy malo† there is a striking sense of bitterness of what society has condemned him to be now he doesnt believe in God. The juxtaposition of what everybody constrasts significantly with what they dont know â€Å"del diciembre de ese enero†, he emphasisesthis in the contrast in language of simple compared to a more elusive and ambiguous mode of expression that puts across a sense of perhaps being harder to comprehend yet of having a more profound meaning, the implication being that others have a superficial understanding of life as they know only of his external appearance and his external acts and can perceive nothing of the state of his soul his sense of emptiness and his existentialist view of life (Higgins, J). It seems clear that Vallejo is sentenced by society for his belief that life is a sentence and within this idea we gain an insight to the sense of isolation and fear that is so vividly manifested in the poem. In the third stanza, the image â€Å"la Esfinge preguntona del Desierto† communicates this notion with poignancy, the sphinx being the traditional symbol of the enigma of existence â€Å"grand in its loneliness symbol of eternity forever gazing on and on into a future which will still be distant when we, like all who have preceded us and looked upon its face, have lived our little lives and disappeared† (Stoddard,J. L) Whilst many critics believe that the opening stanza indicates that the poet is pursued by a sense of fatality, it can also be maintained that this line is a manifestation of his despair caused by him not believing in religion rest of the poem stresses the poets isolation and different vision of life primarily that God does not exist and where religion once gave meaning to life now it cannot this understanding has led him to become misunderstood by the majority of society who continue to derive meaning to life from religion this point is illustrated throughout the poem particularly in the paradoxical imagery that he creates manifest a deeper understanding whilst serving to emphasise the meaningless of life â€Å" hay un vacio, en mi aire metafisico†. In conclusion this poem can be interpreted in many ways however to me it is the cry of an existentialist in a religious world, Vallejo is experiencing a crisis of faith and within that a crisis of identity and this conflict and confusion of emotions is reflected in his language, in particular his use of antithesis and paradox. At the same time Vallejo is coming to terms with the meaningless and inevitability of life in a deterministic and seemingly meaningless universe. His sentence is the limites life imposes, his portrayal of an unfulfilled existence is powerful. The poem is an existential lament and an incredibly expressive, emotive and revolutionary piece of writing.

The traditional view of the legal supremacy of the UK Parliment Essay

The traditional view of the legal supremacy of the UK Parliment withstood all challenges to it. The UK's membership of the European Union has though finally ki - Essay Example on of the statute by both the Houses of Parliament and the grant of Royal Assent for those statutes, then the courts do not question the validity or legitimacy of the statutes; and only apply them. In Edinburgh & Dalkeith Railway Co. v Wauchope, the plaintiff railway company had obtained a private Act for its purposes. The defendant approached the court and argued that this private Act was detrimental to his interests and that it affected him unfavourably. He beseeched the court to examine the legitimacy of the Act. The court refused to intervene in the matter on the grounds that the Act had been passed in both the Houses of Parliament, and that it had also received the Royal Assent. Consequently, the court rejected the plea of the defendant. Thus, courts comply with statutes that have been properly enacted by Parliament (Edinburgh & Dalkeith Railway Co. v Wauchope). The tendency of courts in dealing with the legitimacy of statutes, enacted by Parliament was clearly exhibited in Ex Parte Canon Sewyn (Ex Parte Canon Sewyn) and Pickin v British Railways Board (Pickin v British Railways Board). The Factortame case challenged this sovereignty and compelled the English courts to suspend legislation that had been enacted by Parliament in due course. As such the Factortame case proved to be a major blow to the constitutional provisions of Parliamentary sovereignty. In R v. Secretary of State for Employment (R v Secretary of State for Employment, ex p. Equal Opportunities Commission); the House of Lords, on the basis of the Factortame decision, adopted a much more liberal approach. The Factortame decision had clearly demarcated the sovereignty of the Parliament; and this made it possible for their Lordships to bring about far reaching changes to the constitution. In this regard, their Lordships, refrained from instructing the Secretary of State and they also did not inform him that the EC law was being breached by him. The House of Lords restricted their intervention to

Chapter 6 Motivation Case Assignment Essay Example | Topics and Well Written Essays - 500 words

Chapter 6 Motivation Case Assignment - Essay Example As indicated in Figure 6.7, it could be assumed that both the boss and Joe agree that his performance needs to be improved; therefore, in analyzing his situation, his problem actually stemmed from inadequate subordinate motivation (rather than inadequate subordinate ability). Case facts revealed that he has previously exhibited good performance, he was reported to have worked hard, have consistently produced high quality results, have manifested volunteering for special projects, made suggestions for improvement, and even demonstrated in-depth practical knowledge of the architecture and construction business (Whetten and Cameron 363). Therefore, analyzing further, the lack of motivation was apparently the result of rewards not being linked to performance and not being fairly distributed (Whetten and Cameron 362). From the complaints he expressed through an officemate, it was evident that his performance and efforts were not duly recognized, acknowledged and rewarded. 3) Based on your conclusions in question # 2, how could you use the nine steps and three strategies - reprimand, redirect, reinforce (Table 6.5 page 341-342) to reshape Joe’s behavior? Using the nine steps and three strategies therefore to reshape Joe’s behavior would require management to do the following: Reprimand would necessitate confronting Joe to specifically identify his inappropriate behavior; point out the impact to others; and determine the causes of his low performance and suggestions to remedy this. Redirect would mean accurately stating to Joe the expected behavior, standards and goals to be achieved within a defined schedule; determine from him if he would comply; and be supportive by praising his previous level of performance and telling him that he could achieve these and even excel, if needed. Reinforce guidelines would require management to design appropriate rewards and sanctions; and to regularly monitor the

Industrial Economics Essay Example | Topics and Well Written Essays - 1500 words

Industrial Economics - Essay Example Kenneth J. Cook wrote, "Many small business owners and executives consider themselves at worst victims, and at best observers of what goes on in their industry. They sometimes fail to perceive that understanding your industry directly impacts your ability to succeed. Understanding your industry and anticipating its future trends and directions gives you the knowledge you need to react and control your portion of that industry. However, your analysis of this is significant only in a relative sense. Since both you and your competitors are in the same industry, the key is in finding the differing abilities between you and the competition in dealing with the industry forces that impact you. If you can identify abilities you have that are superior to competitors, you can use that ability to establish a competitive advantage." (Cook, 1995) An industry analysis consists of three most key fundamentals: the causal forces at work in the industry; the on the whole magnetism of the industry; and the critical factors that establish a company's success within the industry. In 1980, Michael E. Porter developed a leading model for analyzing the arrangement of industries. A complete industry analysis necessitates a business owner to make an objective examination of the underlying forces, attractiveness, and success factors that establish the composition of the industry. ... Collecting and evaluating information on competitors is essential for successful strategy formulation. Porter wrote, "Once the forces affecting competition in an industry and their underlying causes have been diagnosed, the firm is in a position to identify its strengths and weaknesses relative to the industry. An effective competitive strategy takes offensive or defensive action in order to create a defendable position against the five competitive forces." (Porter, 1980) The first step in carrying out an industry analysis is to evaluate the impact of Porter's five forces. "The collective strength of these forces determines the ultimate profit potential in the industry, where profit potential is measured in terms of long term return on invested capital," Porter stated. "The goal of competitive strategy for a business unit in an industry is to find a position in the industry where the company can best defend itself against these competitive forces or can influence them in its favor." (Porter, 1980) Beer Industry The beer industry has been seeing a lot of globalization lately, although consumers all around the world continue preferring local brands over the imported ones. Besides, the cost of manufacturing at one place and then shipping to other parts of the world is costlier than brewing it regionally. As the millennium came in, the international brewers began extracting positive cash from their regional acquisitions in the 80s and 90s. The beer industry stands global today. Heinkin and Anheuser Busch, the two giants in the beer industry took drastic and significant steps towards becoming global. These companies either acquire breweries in other countries or contract with them and then brew and

Analysis of Stone Henge Essay Example | Topics and Well Written Essays - 2000 words

Analysis of Stone Henge - Essay Example The meanings behind the large circles of stone can only be guessed at. As has been noted, earlier grave sites were normally aligned with the winter solstice, allowing a shaft of sunlight to enter the chamber only on that day and that hour. However, once the circle was removed from such a close association with death, it is argued that the larger standing stones became aligned instead with sunrise at the summer solstice. While the stones of Stonehenge are aligned to various astronomical times (Souden, 1997), there are several indications that the circles may have served a deeper purpose than providing a necessary solar calendar for people who survived on cultivating the land. One theory holds that the circles are indeed aligned with the summer solstice as a means of reflecting the joining of the Earth Goddess, symbolized by the womb-like shape of the monument and the supine, glittering surface of the Altar Stone, with the Sky Father, symbolized by the open air structure and the entran ce of light. Others, such as Christopher Chippendale (1994) suggest that the alignment is more closely aligned with the midwinter sunset. About the only thing sure about Stonehenge is that its meaning was complex and immensely important to the generations of Neolithic farmers who lived in the area. With the origins of the structure lost to time, archaeological evidence remains the only means by which today’s culture might discover the people who built the structure.

Recycled Toothbrushes Make Sense Essay Example | Topics and Well Written Essays - 500 words

Recycled Toothbrushes Make Sense - Essay Example It can further cut on logistics costs by collaborating with Stonyfield Farm in the procurement and disposal of the used yogurt containers. Secondly, some people usually do not prefer to use toothbrushes made out of recycled stuff, perhaps because of the reasons of hygiene and the sense of aversion associated with toothbrushes made out of recycled plastic. Recycline could enhance the conversion rate to its toothbrushes by telling its customers that they are made of food grade recycled plastic originating from the yogurt packaging of a credible food company like Stonyfield Farm. Besides Stonyfield is an already established brand. Recycline’s association with it will definitely add to its brand value. 2. Hudson is already procuring the raw material from Stonyfield Farm. It could place the advertisements at the stores selling Stonyfield products with catchy slogans like â€Å"Waste nothing, go green, and let your yogurt container be your toothbrush.† If Stonyfield Farm allo ws Hudson to do so, he could easily convert a big segment of Stonyfield’s customers to its products, without making significant investments. Stonyfield Farm also stands to gain from this move, as it will strengthen its green credentials.

Review of literature Essay Example | Topics and Well Written Essays - 500 words

Review of literature - Essay Example High consumption of alcohol in men can arouse anger in men, with the consequent result of domestic violence. Evaluation of the impact of treatment for alcoholism one year after the treatment demonstrated reduction of anger tantrums and violence towards the female partners (O’Farrell, Fals-Stewart, Murphy & Murphy, 2003). The evaluation of a 15-week cognitive-behavioral skills training program for men involved in domestic violence against women demonstrated that there was a sharp decrease in the recurrence of the violent behavior in men completing the training program. In addition, in comparison to those who dropped out of the program, those who completed the training program demonstrated a lower rate of physical violence recidivism during the one year follow up period (Hamberger & Hastings, 1988). Cognitive behavioural therapy is a popular treatment program for physically abusive men. The objective in cognitive behavioural therapy is not only to change behavior employing behavioural change models, but also to alter thinking patterns and beliefs that contribute to the violent behavior. However, very few randomised controlled effect evaluations have been conducted on the effectiveness of this treatment strategy for any definite conclusion on the effectiveness of the treatment strategy (Smedslund et al, 2007). The Over Aggression Scale (OAS) measures aggressive behaviors on four aspects of physical aggression directed on others, physical aggression directed on self, verbal aggression, and physical aggression against objects present in the surroundings. These four classifications are further studied on the basis of ratings from one to four, with one being the least severe and four being the mist severe. This tool is extremely useful for evaluating the effect of treatment programs for reducing aggressive behavior, as it permits recording of aggressive incidents for review and comparison

Describe experimental approaches to distinguish between competitive Essay

Describe experimental approaches to distinguish between competitive inhibitors and non competitive inhibitors and discuss the i - Essay Example These drugs potentially target those enzymes that are responsible for proliferation of cancer cells (Nelson, 2008). Enzyme inhibitors diminish the enzyme's capability to combine with the substrate. They reduce the enzyme's catalytic actions. There are two kinds of inhibitors: 1. Reversible inhibitors: They are the agents or molecules that separate from the enzyme. They are competitive, that compete with the substrate to gain access to the active site of the enzyme, it lowers the KM and reduces the reaction velocity (Nelson, 2008). Mixed inhibitor reduces apparent substrate binding ability of the enzyme. Thus it alters the chemical nature of active site. They are capable of binding with ES complex and thus reduce the substrate binding ability of enzyme. Mixed inhibitors can either reduce or enhance the KM or diminish Vmax (Nelson, 2008). Non-competitive inhibitor is not influenced by E or ES. It binds with both with same affinity. Non-competitive inhibitors decrease the Vmax while kee p the KM unchanged. 2. Irreversible inhibitors: They are the molecules or agents that do not get detached from the enzyme or from the active site of enzymes, thereby they does not allow the substrate to combine with the enzyme. Thus they bind to the enzyme tightly or permanently, inactivating the enzyme. E.g. Male baldness drug Propecia.

Essay Plan for Job Specialisation Essay Example for Free

Essay Plan for Job Specialisation Essay Job specialization is basically a job or process that is comprised of a small different parts of a larger task or process. (Williams McWilliams 2010) Purposes : To understand the phrase of â€Å"job specialisation† in detail, how job specialisation is use in job design as well as how specialized jobs can be adapted to get rid of the boredom and low job satisfaction by applying Job Characteristic model. Body paragraph First paragraph Job specialisation is economical and can always accomplish as well as regularly learn about technical development and opportunities through jobs. (An-Tien,H,Hui-Yu, C 2004,) From the modern high – tech industry, job specialisation has demonstrate that there is a clear – cut relationship with task variety, autonomy, identity and feedback. (An-Tien,H, Hui-Yu, C 2004,) Second paragraph Reason why job specialisation uses job design is because it helps to motivate, give satisfaction and performance towards its job as well as making its working condition of a workplace into a broader scope. (Fahr, R 2011) Third paragraph Specialised job can be modified with the help of five strong core job characteristics which in result which the workers have to experience the three critical psychological states, that will then motivates the personal and work outcomes. (DeVao, J, Li, R, Brookshire, D 2007) Conclusion Job specialisation is an important factor for a company if they want to eliminate boredom and low job satisfaction. However for it to be success, they would also need the help of job design and job characteristics model. (242 words) References An-Tien, H, Hui-Yu, C 2004, A reassessment of the relationship between job specialization, job rotation and job burnout: example of Taiwans high-technology industry, International Journal Of Human Resource Management, 15, 6, pp. 1108-1123. DeVao, J, Li, R, Brookshire, D 2007, ‘Analysing the job characteristics model: new support from a cross-section of establishments’, International Journal Of Human Resource Management, 18, 6, pp. 986-1003. Fahr, R 2011, ‘Job Design and Job Satisfaction – Empirical Evidence for Germany?’,Management Revue, 22, 1, pp. 28-48. Williams, C McWilliams, A 2010, MGMT, Asia Pacific Edition Cengage Learning, Melbourne.

“Three Cups of Tea” by Greg Mortenson and David Oliver Relin Essay Example for Free

â€Å"Three Cups of Tea† by Greg Mortenson and David Oliver Relin Essay The number one New York bestseller â€Å"Three Cups of Tea: One Man’s Mission to Promote Peace—One school at a Time† had received much acclaim from critics worldwide, not because it was beautifully written but simply because the story itself is uniquely remarkable. If we set aside the positive criticisms about this book, only a handful of negative criticisms will be surfaced. These negative criticisms would only include minor remarks on the writing style that concerns the over-dramatization of the story of Greg Mortenson. The critics call this flaw of the book â€Å"too much of milking the moment.† But then again, these negative comments about the book don’t have much bearing to the credibility of the book. â€Å"Three Cups of Tea† is nevertheless one of the most remarkable non-fictional stories of our time.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The book was basically about an admirable journey of a man from being just an ordinary man towards being a humanitarian giving the word â€Å"altruism† a contextualized contemporary meaning. The name of the man is Greg Mortenson , the author of the book alongside co-author David Oliver Relin. The negative criticisms were primarily focused to Relin, acussing his writing as not being top-caliber, while everybody is admiring Greg Mortenson’s story.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The content of the book is extraordinary, but that also applies to the title of the book â€Å"Three Cups of Tea.† Greg Mortenson and co-author David Oliver Relin have encountered this Balti proverb â€Å"the very first time you share tea with a Balti you are a   stranger the second time you are the honored guest. For the third time you become family† (Mortenson Relin, 2007, p. 150) The authors of the book made the right choice of title for the book. That Balti proverb had given the reader an idea of the culture of those in the Central Asia. The Balti proverb doesn’t only talks about the Balti people’s admirable hospitality, but also presents an ideal of how people should treat each other. If taken in literal terms, the Balti proverb also alludes to Greg Mortenson’s back and forth travel from the U.S. to the village of Korphe and vice-versa. The book had started with an introductory part about the author and protagonist, Greg Mortenson, which was entitled â€Å"In Mr. Mortenson’s Orbit.† The introductory part serves to make the readers relate more to the author/protagonist. After all, it would be much easier for the audience to relate to the protagonist if the readers have at least an idea of whom they will be spending their whole journey throughout a one-inch or more book. This part also establishes a sense of credibility on the part of Greg Mortenson. After all, there is a saying that says the fruit doesn’t fall far from the tree. The same analogy applies for the relationship of the book and the author.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The introductory part will be followed by all the chapters of the book. The whole book is comprised by twenty-three chapters. It is very noticeable that the book started out with the first chapter entitled â€Å"Failure.† Here are the chapters according to their order:   Failure, The Wrong Side Of The River, Progress And Perfection, Self-Storage, 580 Letters, One Check, Rawaldipindi’s Rooftops At Dusk, Hard Way Home, beaten by the Braldu, the people have spoken, building bridges, six days, Haji’s lesson, a smile should be more than a memory, equilibrium, Mortenson in motion, red velvet box, cherry trees in the sand, shrouded figure, a village called New York, tea with the Taliban, Rumsfeld’s shoes, stones into schools. All of the chapters narrate Greg Mortenson’s amazong journey from being an ordinary man towards becoming a man that became extraordinary by selflessly helping others. The book will end wi th an acknowledgement part that extends gratitude to the people and institutions that had helped Greg Mortenson and his noble cause. Summary   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   For us to know better the book and the author of the book himself, here is a summary that includes an introduction of the author. However, it must be noted that this summary may contain spoilers that may ruin the experience of reading one of our time’s most inspiring book. All information cited in this paper came solely from the book â€Å"Three Cups of Tea: One Man’s Mission to Promote Peace—One School at a time† by the authors Greg Mortenson and David Oliver Relin, Pubnlished by Penguin in 2007.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The year was 1993 when the climbing enthusiast had decided that he will climb K2, the second highest peak in the world, to honor her deceased sister by scattering her beads on the top of the mountain. Greg Mortenson was then an emergency room nurse back then. During the course of their mountain climb, his fellow climber had to be rescued due to a life-threatening accident. The rescue itself became more tiring than the whole climb itself. Being exhausted from the rescue, Greg Mortenson became disoriented and dehydrated. Consequently, he became lost on his way down. It was such profound irony that after Greg Mortenson was helping his fellow climber, after that he was in need of help. The two local porters led Greg Mortenson to small village, the village of Korphe. The village was small and poor, deprived of anything that can be associated with the comforts available in the western world. The villagers there took good care of Greg Mortenson, especially the leader of the village Haji Ali. In exchange for the warm hospitality of Haji Ali and the rest of the villagers, Greg Mortenson had donated almost all his climbing equipments for the villagers to utilize. He also used his nursing background to treat some minor injuries of the villagers with the use of his first aid kit.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   After a little while, Greg Mortenson developed an interest for the community that had taken good care and had accepted him. He then asked Haji Aji to show him around, and then he asked the leader of the village to show him the village school. What he saw was an open ledge that admits eighty-two of the village children. The children were standing in the bare ground, without slippers or shoes, holding a stick so that they could scratch multiplication tables on the ground. The image of the eagerness of the village children to learn pierced right through Greg Mortenson’s heart. The village children had reminded him much of his sister. He felt that by establishing a school in Korphe, he will not just honor his deceased sister, he will also make a profound change in the lives of the people of Korphe. Before he had set for home, he promised Haji Ali and the rest of the villagers that he will do everything in his power to build Korphe a more adequate school.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   When he got back to the U.S., he went back to his job as an emergency room nurse. But he didn’t forget about the promise that he made to Haji Ali and the people of Korphe. While working shifts, Greg Mortenson wrote five-hundred-eighty letters for sponsorships to well-off and known personalities. The rough approximate amount needed to build the school in Korphe was a whopping twelve thousand dollars. All his letters were rejected, almost all. Fortunately, a retired Swiss physicist and also a climbing enthusiast Dr. Jean Hoerni (also a pioneer in Silicon Valley) sent a pleasant reply.   The doctor was impressed by the altruism of Greg Mortenson, and she wrote in a check the amount that is needed to build the school. So he went back to the village of Korphe. He was then told by Haji Ali that the village needed first a bridge to connect them to key urban areas. Greg Mortenson asked again Dr. Jean Hoerni for the amount needed to build the bridge. The very generous Dr. Jean Hoerni had granted him the amount but she said to Greg Mortenson â€Å"Don’t screw up† (Mortenson Relin, 2007, p. 55). He did his best not to screw up and he didn’t. He bought all the necessary equipments to build the bridge and the school then went back to Korphe. His altruism didn’t end there; Greg Mortenson then created the Central Asia Institute. The Mortenson along with the institute and some friends their time, money and efforts to build schools for areas in Pakistan just like Korphe. Significant change in the lives of the village children   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Like most of us, Greg Mortenson also believes that education can save the world from poverty and terrorism. But for Greg Mortenson, education of young girls is of more importance to than the education of the boys. This may touch a little bit the sensitive issue of sexism, but Greg Mortenson has an interesting and convincing reason for leaning towards the education of young girls. He had said that educated young males tend to leave their villages to seek employment in the cities. On the other hand, the young girls just stay at home. In a sense they become leaders of the community by upbringing the new generation. They pass on what they have learned to their children but the problem there is that their knowledge is inadequate. Greg Mortenson believes that the education of young girls is really the key towards profound change. (Mortenson Relin, 2007, p. 209) What led Greg Mortenson to help these people? What led to Greg Mortenson’s actions can be skimmed into a generalization that it is not his direct actions, but rather his failures. The book’s first chapter is not entitled â€Å"Failures† for no significant reason. Gred Mortenson had failed in his attempt to honor his deceased sister by scattering her beads on the peak of K2, one of the highest mountain peaks in the world. This failure had led him to the small mountain village named â€Å"Korphe,† where he had an epiphany that he should help these people that had willingly helped him. In the course of the book, he will send hundreds of letters to personalities who can afford granting him the amount he needs to subsidize his goal of helping the people of Korphe.   Only one of these letters for sponsorship will be replied. A well-off retired Swiss physicist by the name of Dr. Jean Hoerni was touched by Mortenson’s altruistic desire to help others. The physicist had granted him twelve thousand dollars to fund his mission. Failures were prevalent in the whole book, interspersed in every chapter. The story of Greg Mortenson tells us that failures shouldn’t mean that it is the end of the climb. The book implies to   us that failures may shun us away from our initial goals, but they are also the chance for us to do something more special. Being a climber, Greg Mortenson may have not reached the peak of the mountain, but he had made significant changes in the lives of many people in need enabling these people to reach new heights. Greg Mortenson’s altruism had put him on top of these people’s gratitude list. What help did he received?   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The story of Greg Mortenson had shown us the irony that a person who want’s to help others also needs help from others. Greg Mortenson is just an ordinary man with an ordinary job, what makes him special is his altruism—but altruism alone wouldn’t build a bridge and school. Fortunately, there are still generous people like Dr. Jean Hoerni who is willing to give some to the needy. Friends and families also gave the strength to Greg Mortenson. The memory of her sister really gave him a push. As the village children reminded him of her sister, the load of helping others seemed to be lightened because he was like just helping family.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Aside from those assists, Greg Mortenson also received much needed help from the media—particularly from the reporter named Kevin Fedarko. The reporter wrote a story about Greg Mortenson and his mission in a magazine called â€Å"Parade.† After the story was read by the public, Greg Mortenson and the Central Asia Institute had received many donations and words of admiration and encouragement.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   But out of these people who had helped Greg Mortenson in his mission, the beneficiaries of this mission were of the greatest help Greg Mortenson had received, especially the village leader Haji Ali.   After all, if it weren’t for the people of Korphe, he might have been lost in the mountains, or something worse. Haji Ali also gave him an important advice regarding his mission of building schools,. Haji Ali told Greg Mortenson that he should have a good relationship with the village people. By having a good relationship with the locals, including the Taliban leaders, Greg Mortenson gained access to areas only a few Westerners are able to reach. Did he accomplish his goals?   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   â€Å"Yes† is the only answer to this inquiry. The education that the village children had received from the new schools will definitely have a positive impact in their community. The education that the children have received will be passed on to generations after generations. Greg Mortenson’s mission may have only reached a small part of the whole world, but he had become an inspiration worldwide. Greg Mortenson had shown the world that there are still people like him that can make a profound change in the world. He is just as ordinary as everyone, with an ordinary life and ordinary job. He had shown to the whole world that even ordinary individuals can achieve extraordinary and significant feats. Work Cited Mortenson, Greg. Relin, David Oliver. Three Cups of Tea: One Man’s Mission to Promote

SWOT Analysis of Danone UK

SWOT Analysis of Danone UK EXECUTIVE SUMMARY Activia and Actimel are the two probiotic yoghurt brands that are currently being marketed by Danone in the UK. The current market strategy for these products is that they are healthy food and part of a healthy lifestyle. Some modifications were made in the currents marketing strategy, which include modifying the current target market for both brands. These brands have the potential to make Danone UK Limited the market leader in the United Kingdom. 1. DANONE: THE PROBIOTIC BRANDS; THE PRESENT AND THE FUTURE. Danone UK limited, is a UK based subsidiary of the French company group Danone, which has its organizational headquarters situated in France. Danone UK is into the production and marketing of dairy products and water. Most of group Danone brands are household names in the United Kingdom and internationally, and they include the probiotic dairy brands; Activia and Actimel (DATAMONITOR, 2009). The dairy division of the Danone group, is a leader in the production of dairy products worldwide, and presently holds about 22% of the dairy products global market share (DATAMONITOR, 2009). Group Danone has different subsidiaries in varying countries and each brand has a unique attribute and name that appeals to the region or country where they are marketed. 1.1. SWOT ANALYSIS The strength, weakness, opportunities and threats that are currently influencing Danone UK are highlighted in the table below. Table: 1 STRENGTHS Health conscious company Innovative Products and marketing Customer oriented Research focused WEAKNESSES Lack of long term planning uncorroborated claims OPPORTUNITIES Health consciousness among populace Growth in awareness on digestive health Probiotic bacteria awareness THREATS New entrants Increased competition Stores own brand Increase in cost of milk and production Consumer unawareness on benefits of good bacteria Government regulation on health claim of probiotic brands 1.2. PEST ANALYSIS GRID The grid below highlights some of the factors that affect the market presently and therefore gives an idea on the way forward in the present market environment. Table 2: POLITICAL ECONOMIC SOCIAL TECHNOLOGY Government debt Recession Unemployment Trends in Research Government policy Research sponsorship Advert withdrawal E-commerce Cold weather New technology Migration 2. MARKET ANALYSIS: UK YOGHURT MARKET The UK yoghurt market comprises of the spoonable yoghurts (pots), drinkable yoghurt (drinks) and tube yoghurts. (Mintel Oxygen, 2009) The market share value of the drinking yoghurt has seen a decrease in recent years as more people turn to more healthy option of yoghurt products that more often come in pots and tubes; the tube yoghurt is more attractive for children as parents can pack it into lunch boxes for them, thus this area has also seen a significant growth in recent years. The pots yoghurt market saw an increase in sales as they offer fewer calories and some come with health claims that lead to an increase in sales, the most active category in recent time has been the probiotic or healthy yoghurt category (spoonable) (Euromonitor,2009). Development of new products and increase in sales in some categories of the yoghurt market have mostly been due to health issues, as the behaviour of consumers suggest that they prefer a healthy lifestyle and also love to indulge, thus the development of new products that offer both a healthy and indulgence option. This trend has lead to the improvement in performance of the yoghurt market generally, in comparison to other desert options. The yogurt and Fromage Frais (pots and tubes) currently hold about 15.60% of the dairy market share in the UK (Data Monitor, 2009). The pots and tubes are the best performers in the market, and they hold about 85% of the market share, while the drinking yoghurt has been largely affected by competition from other markets that offer or claim to offer a more healthy option in form of drinks e.g. smoothies and fruits juices (or soft drinks). 2.1. MARKET SEGMENTATION Majority of the market share for 2008 as seen above was held by top manufacturers which include Muller, Danone and Yoplait. Supermarkets own brands are gradually gaining a large percent of the market share, with other brands constituting about 27% of the total market share. The probiotic yoghurt brands of Danone UK are doing well in the market currently, and account for about 19% of the UK yoghurt market share. 2.2 COMPETITOR ANALYSIS Muller dairy UK is Danone UK main competitor and the current market leader. Muller has being the market leader for a while and they function across the entire yoghurt category. Some of the Muller brands are not doing so well in the market, with some consumers perceiving it as too sweet and unhealthy, but with recent brand repositioning, re-launches and new products introduced in the market they are able to continually hold onto the number one spot. Weakness: The major weakness of the Muller brands is that consumers still perceive them as unhealthy, as they usually have high sugar content (Mintel Oxygen, 2009). 2.3 COMPETITIVE ADVANTAGE: Danone Has exclusive patent on the friendly bacteria (Lactobacilli casei Imunitass) used in addition with other bacteria in Actimel. All probiotic brands by Danone are considered healthy, hence the first choice for consumers who prefer a healthy way of life. 3. BRAND POSITIONING Probiotic yoghurts contain live bacteria that positively aid the consumers digestive system by improving microbial balance in the intestine. The probiotic brands Actimel and Activia are in the spoonable (Activia), drinking (Actimel) and the healthy option categories. In comparison, some major competing brands are perceived as unhealthy with great taste and very sweet e.g. Muller brands are perceived as unhealthy due to the sweet taste and the fact that the brands are positioned as all day snacks (Euromonitor , 2009). PERCEPTUAL MAP Healthy Actimel Activia Muller Vitality Poor taste Great taste Muller Light Unhealthy 3.1 ACTIVIA Activia is in the class of spoonable yoghurt (pots), and is in the healthy brand category. It contains the probiotic bacterium (friendly bacteria) that helps in improving the functions of the digestive system. Activia comes in fat free and low calorie flavours that consumers see as a great benefit; thus Activia has seen a rapid increase in market share since its launch in 2002, and it is one of the best performers in its category due to innovation which comprises health benefit and indulgence (Mintel Oxygen, 2009). It has a wide range of flavour in packs of four and eight pots and recently it has been proposed to introduce single pots for people with a busy lifestyle or people on the go. 3.2 ACTIMEL This is in the drinking yoghurt category, and contains the probiotic bacteria L.casei Imunitass; its main function is boosting and providing support for the immune system. Actimel has 13 different varieties, and 4 have zero percent fat content. Actimel aids the bodys immune system by fighting off germs when consumed on a daily or regular basis (Danone, 2009). 3.3 BRAND PERSONALITY GRID The consumer perception of Activia and Actimel are highlighted in the personality grid below (Table 3 and 4). ACTIVIA PERSONALITY VALUE BENEFIT ATTRIBUTE Physically fit Quintessential Indulging Wide variety range Healthy Innovative Convenient Handy Delightful Trustworthy Rich taste Relieves bloating Reliable Variety ACTIMEL PERSONALITY VALUE BENEFIT ATTRIBUTE Healthy Nutritious Boost immunity Wide product range Tasty Trusted Rejuvenation Different flavours Immunity Reliable 4. TARGET MARKET AND STRATEGY: THE PRESENT AND THE FUTURE Target Market Activia Women ACTIMEL Senior citizens Adults Rest of population 4.1 MARKETING STRATEGY (PRESENT SITUATION): The Probiotic brands are currently marketed as health beneficial products, with the emphasis on â€Å"good bacteria†, and the need to see the brands as part of a healthy way of life and not just as a snack. 4.2 ACTIVIA The current marketing strategy for Activia focuses solely on women and it was put in place in response to consumer demand for healthy products. Activia is positioned as an indulgent healthy food that helps women in reducing the feeling of being bloated especially after meals, and also aids in regulating the function of the digestive system. In a recent advert a woman is seen feeling more physically fit and flexible after having a pot of Activia. An interactive website has also been set up for Activia and the content is specifically for women as it gives them health tips and encourages them to share their story on the benefits of Activia. The website has a health based outlook that further reinforces the fact that Activia is a healthy brand. (Danone , 2009) Adults on the go are gradually being included in the current strategy, with the plan to introduce single pots of Activia (Mintel Oxygen, 2009). 4.2.1 DRAWBACK This strategy targets only the women in the population, and in some ways most women in a particular age demographic i.e. 25 and above. Although this strategy has been successful so far; what steps can be taken to prevent the present segment of consumers from shifting loyalty to a brand that is healthy, of good quality and is priced lower. What can be done to increase the present target market, as large segments of the population which include children, active adults and the elderly have not been included in this strategy. 4.2.2 MODIFICATION As manager of the probiotic brands of Danone UK Ltd, I will increase the target market to include families and the elderly. The family market will include children and men, while the elderly include men and women from age 55 and upwards. This segment of the population (55+) is going to see a rapid increase in sales and market share in the future as the population ages, and with the right marketing mix of price, distribution and place, this target segment offers great potential of growth for the future of the market (Mintel Oxygen, 2009). The family segment will come with a rebranding option that will target the women who have families. As women do most of the household shopping, when they buy Activia for themselves, they will have no option but to buy for their families. More flavours and packaging should be introduced to appeal to children and their parents. The current marketing strategy for the women consumers also have to be continued and improved to make the customers remain even when offered cheaper varieties, and to do this, loyalty programmes have to be introduced i.e. where consumers gain points for each pack of Activia bought. Although this might seem expensive for the company at the start of the program, as it has to be in conjunction with supermarkets, but in the long run it will be advantageous as we would have gained a loyal customer base. The present website also has to be improved to include healthy recipes tips as women love to cook healthy for their families. An interactive educational website should be introduced for children; activities on the website can include opportunity for children to pick their favourite Activia flavours, competitions that will include one where kids get the opportunity to mix different fruity flavours and submit their entries online, with opportunities to win prices. When children are loyal to their favourite brand (Activia) parents will have no choice but to also become loyal, in that way we also get families to be consumers of the Activia brand. Thus our market share will see an increase that will come from this segment of the population. 4.5 ACTIMEL The current marketing strategy for Actimel is capitalising on the immune system boosting characteristic of the probiotic bacteria in the drink and also the claim that it improves the body capacity to combat stress for people with busy lifestyles, through the action of the bacteria in the gut. In recent times, the company has also aimed to encourage the use of Actimel by patients in the hospital as a recent study shows that Actimel has the capacity to aid patients fight off infections. Advertising and promotional activities by Danone on Actimel has helped to boost the image of this brand by placing it as a brand that supports active lifestyles and is also healthy. 4.5.1 DRAWBACK An advert for Actimel was recently banned by the Advertising Standards Authority (ASA), that the claims made by Danone on Actimel (that it boosts the natural defence of children) were not supported by sound scientific evidence (BBC, 2009); a few consumers will brand Actimel as untrustworthy. To restore the image of Actimel, scientific evidence that proves that it helps boost the natural defence of children has to be peer reviewed before publishing. Although some health professionals have said it improves immunity, this has to be reinforced so the customers can have trust in the brand. The target population for Actimel has to re-defined, as it is currently vague (covers the whole segment of the population). 4.5.2 MODIFICATION The target market for Actimel has to be clearly defined, as it seems to target all the members of the population at the moment. The population has to be segmented, and each segment given a definite strategy and marketing plan that is specific for it. The proposed target market will be segmented as shown in fig 4. There is a lot of potential in targeting the elderly and hospital patients, as they need things to help boost their immunity, and Actimel can perform that function, hence there is an opportunity of growth here. The current market strategy of positioning Actimel as a healthy lifestyle choice is great, and will work well with all segments of the population especially the adults with an active way of life. The brand should be repositioned in the children segment, as the problem with the advert can affect sales that are generated. Thus positioning it as a healthy option for children, that offers the benefit of friendly bacteria, with proven scientific studies will enable Actimel regain the trust of consumers from this segment of the population. 5. CONCLUSION Actimel and Activia have been doing well so far in the UK market, and have the potential to do better in the future. The current marketing strategies for these two brands need to be improved on. The segmenting of the target population for Actimel will give a clearer view of the market strategy put in place to enable it gain more market shares from competitors like yakult and Muller vitality. The target market for Activia will need to be expanded in order to enable Activia gain market shares in the mainstream yoghurt market. It is perceived as a healthy brand, thus it has the potential to get more market share if the target population is increased. In the future the customer base of Activia and Actimel will remain loyal as loyalty schemes will be introduced to enable them stay faithful to the brand as long as the option of indulgence and healthy living at the right price is offered. New flavours that will keep consumers interested and innovative products will definitely make and keep Danone as a leader in the UK yoghurt market. References BBC. (2009, October). Healthy yoghurt advert banned. Retrieved December 1, 2009, from News Website: http://news.bbc.co.uk/1/hi/uk/8305918.stm Danone . (2009). Danone Activia. Retrieved December 29, 2009, from Your digestive health matters website: http://www.danoneactivia.co.uk/ Danone. (2009). Actimel L.casei Imunitass. Retrieved November 30, 2009, from How Actimel Can Help You: http://www.actimel.co.uk/Benefits/Default.aspx Danone UK Ltd. (2008). Danone. Retrieved November 30, 2009, from About Danone Mission Website: http://www.danone.co.uk/mission.htm DATAMONITOR. (2009). GROUPE DANONE. London: Datamonitor. Euromonitor . (2009). Yoghurt United Kingdom. London: Euromonitor International. Mintel Oxygen. (2009, May). Yogurt UK May 2009. Retrieved November 27, 2009, from Market Share and Product Positioning website: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show/display/id=393957/display/id=460332#hit1 Mintel Oxygen. (2009, May). Yogurt UK May 2009. Retrieved November 27, 2009, from Segment performance website: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show/display/id=393957/display/id=460332?select_section=460331 Mintel Oxygen. (2009, May). Yogurt UK May 2009. Retrieved November 28, 2009, from Table of content website: http://academic.mintel.com/sinatra/oxygen_academic/search_results/show/display/id=393957/display/id=460331?select_section=460345

African Diaspora Essay examples -- African Diaspora Cultures

In simple terms, the Diaspora as a concept, describes groups of people who currently live or reside outside the original homelands. We will approach the Diaspora from the lenses of migration; that the migration of people through out of the African continent has different points of origin, different patterns and results in different identity formations. Yet, all of these patterns of dispersion and germination/ assimilation represent formations of the Diaspora. My paper will focus on the complexities of the question of whether or not Africans in the Diaspora should return to Africa. This will be focused through the lenses of the different phases in the Diaspora. The historical Diaspora confirms pre-colonial global dispersion and resettlement of Africans. These communities of relocated Africans identified and maintained a connection with Africa, while still maintaining a "Loyalty to their adopted country" and making valid and positive contributions. This brings us to a new question, what exactly then are the identities of the African Diaspora and how was that identity forged under (in and after) slavery? Avatar Brah best illuminates the journey of identity formulation through the literature of the African Diaspora she wrote: "Diasporic identities are at once local and global. They are networks of the transnational identifications encompassing imagined and encountered communities (Brah, 1994)." An individual can activate any number of choices on the path to their identity, thus the context and historical processes must be investigated. The Diaspora originated from historical and cultural experiences of the Jewish and Greek people, ... ...s as a group and to effective resistance to oppression. There's no need in returning to Africa. "Despite Cesaire's construction of pre-colonial Africa as an aggregation of warm, communal societies, he never calls for a return. His concept of Negritude is future-oriented and modern. His position in Discourse is unequivocal and sterile attempt to repeat the past, but to get beyond. It is not a dead society that we want to revive. We leave that to those who go in for exorcismà ¢Ã¢â€š ¬Ã‚ ¦It is a new society rich with all the productive power of modern times, warm with all the fraternity of olden days."(Cesaire, 2000) James Aggrey said many years ago that there is a new Africa coming today and it is a challenge to civilization." Joseph Harris added that the new Africa today is the world of African people, of Africa and its Diaspora.

Lets Put an End to Animal Research, Testing, and Experimentation Essay

We Must Put an End to Animal Research, Testing, and Experimentation Without animal research, cures for such diseases as typhoid, diphtheria, and polio might never have existed. Without animal research, the development of antibiotics and insulin would have been delayed. Without animal research, many human beings would now be dead. However, because of animal testing, 200,000 dogs, 50,000 cats, 60,000 primates, 1.5 million hamsters, and uncounted millions of rats and mice are experimented upon and die each year, as living fodder for the great human scientific machine. Some would say that animal research is an integral part of progress; unfortunately, this is often true. On the whole, animal testing is a necessary evil that should be reduced and eliminated whenever possible. Since the time of Aristotle, animals have been used to further human progress. When Galen pioneered the study of anatomy or when Harvey discovered the circulation of blood, they used animals as a vital portion of their work. Why? Because at the time there was no alternative short of testing on human beings, an option very few would morally accept then or even now. Throughout all of human history, the pattern has remained the same—human technological and scientific progress has always involved testing on animals. Without that testing, modern medicine would be a shadow of what it is today. Many modern procedures stem directly from testing with animals. In addition, doctors and surgeons receive much of their training with the living tissues of animals. Computer simulations and other methods simply cannot compete with experience on a living being. For example, the United States Army formerly shot goats to train physician responses to gunshot wounds (Cole ... ... Rights and Wrongs.† Taking Sides: Psychological Issues. Gilford: Dushkin Publishing Group, 2011. Lane, Stuart. â€Å"Banning Animal Testing May Be Hazardous to Your Health.† Priorities Spring 2013: 23. Loeb, Jerod M. â€Å"Human vs. Animal Rights: In Defense of Animal Research.† Taking Sides: Science, Technology, and Society. Gilford: Dushkin Publishing Group, 2011 Oà ­ Connor, Karen. Sharing the Kingdom. Toronto: McClelland and Stewart Lmt, 1984. Regan, Tom. â€Å"Ill-Gotten Gains.† Taking Sides: Bioethical Issues. Gilford: Dushkin Publishing Group, 2009. Rohr, Janelle. Animal Rights: Opposing Viewpoints. NP: Greenhaven Press, 2011. Weaner, Dave. Personal Interview. 22 March, 2014 Whistler, Ann. Personal Interview. 24 March, 2014 Zak, Steven. â€Å"Ethics and Animals.† Taking Sides: Science, Technology, and Society. Gilford: Dushkin Publishing Group, 2007

Horney And Jewel :: essays research papers

For my paper I decided to use Karen Horney’s Social Psychological Viewpoint on the â€Å"Search for Social Security† and compared it with the singer Jewel. I found that Jewel and Horney’s viewpoint went together well. Jewel is someone that has social security and I will give examples of how she got it and how she deals with society. I got my information from an article I read about Jewel talking about the new book she just wrote on herself. The book is called Chasing down the dawn; Jewel describes it as, â€Å" the upward spiral in my life.† Horney emphasized the individuals search for a sense of security in the world as the primary motivational force in personality. In attempting to establish a sense of security, each person develops a particular personality style for coping with the world. Jewels personality style for coping with the world is one of the rules she lives by: â€Å"To live a true to yourself life, to be honest and courageous and know that good things will follow out of that.   Ã‚  Ã‚  Ã‚  Ã‚  Horney assumed that the early relationship between parent and child was extremely important in determining personality in adulthood. Jewel had very good relationships with her parents, even when they divorced when she was only eight years old. She lived with her father for a while, who was a folk singer, in Alaska. They would perform together. Then she went and lived with her mother in California, where they moved into vans parked side by side to save money so Jewel could make music a priority. I think it helped her singing career a lot by the way her parents were so supportive.   Ã‚  Ã‚  Ã‚  Ã‚  There are three strategies for achieving social security. They are: Moving toward, against, and away from people. Moving toward people involves believing that if you go along with people and give them what they want, they will give you love and a sense of affection. Out of the three strategies Jewel moves toward people more. When fans and critics say they want to know the â€Å"real Jewel,† she considers it a good thing, because â€Å"That’s what they’re gonna get! I can’t be about trying to hide what’s not perfect about me.† It takes a lot of courage to remain true and authentic to who and what you are everyday. Jewel knows that, from the outside, celebrity makes life look easy.

Language Planning and Language Development Essay

Language is a typically human phenomenon. In moving from the ‘natural being’ of animal existence to the ‘cultural being’ of human existence, language plays the decisive role. Language gives a sense of identity to an individual as well as a social group and, in the process, creates multiple identities. The maintenance, merger, clash and change in identities based on and reflected in the language change has prompted linguists, philosophers, psychologists, sociologists, anthropologists and political scientists to study language in its multifarious dimensions. Since economic and societal planning have to, of necessity, take into account the context of planning, there is no wonder that worldwide attention has been drawn towards language planning. Language is an asset and a primary instrument of human communication. However, language can become a problem and a barrier to communication, sometimes symbolically so, under conditions of multiplicity of ethnic groups, languages, dialects, styles, registers and scripts. These conditions may lead to one or more of the following situations which necessitate language planning : (i) Mutually unintelligible language, dialects or scripts competing for supremacy of dominance (ii) Mutually intelligible languages, dialects or scripts, (a) threatening mutual identity, (b) with mutually unfavorable attitudes. (iii) Existence of diglossia, triglossia or multiglossia. (iv) Existence of languages with dominant/minority relationship with a national frontier. (v) Social variables correlating with language use and creating communication zones. (vi) Official action in recognising official languages, distributing patronages for development of languages which may even have the remote implication of displacing or disturbing in reality or symbolically, the existing domains of language use. (vii) Language used by the politicised elite to retain their elitist privileges by restricting language use in education, administration and mass media. There is an urgent need for serious attention to language planning in a country like India. The following examples are illustrative of situations which demand the attention of educationists and planners to the crucial importance of language in society. 1. Sometime back, the Physics Department of the Aligarh University administered a standardised creativity test to the high achievers of the University. To their great surprise they found the result absolutely erratic. After hurried consultations among the scientists involved, it was decided to translate the test into Hindi—Urdu, the mother tongue of the students taking the test. It is only then that the test yielded the expected standard result2. 2. A very significant programme, the preparation of a Bridge Course in Kannada, was undertaken by the Central Institute of Indian Languages some years back. From experience and observation the Institute came to a few conclusions: 1. Language teaching, particularly that of teaching the mother tongue in the Indian schools, is defective 2. What is taught in the name of language is literature. 3. The teaching of literature is restricted to the teaching of ancient and medieval literature and seldom touches the contemporary. 4. Even in literature, more emphasis is given to teaching about literature than really teaching literary sensibility and critical judgment. 5. No attention is paid to the teaching of different registers. 6. As a result, there is a gap between the language attainment at the end of the school stage and the language requirement at the beginning of the college stage, particularly when taught through the mother tongue medium. As a result of this, the students cannot cope with their college studies. Some 900 students selected from three Universities of Karnataka were given a pre-test. A hundred-hour Bridge Course developed by the Institute was offered to an experimental group of about 400 students and a post-test given to all the 900. It was established that the hypotheses suggested by the institute were valid and that, pending revision of the school curriculum, the Bridge Course was of immediate necessity, particularly in the context of switchover to the mother tongue medium at the University stage (Upadhyaya 1972 and Dave 1974). 3. In Nagaland, there are 22 mutually unintelligible Naga languages, of which 16 recognised by the State Government. The language of communication among the people is Pidgin Naga, which is used even in the floor of the Assembly, though not an officially recognised language. In the absence of an acceptable common language, the State Government has adopted English as the State Language (Sreedhar 1974). This has not only created a wide gulf among the elite and the masses of people, but also deprived the common man from effectively participating in the processes of governance of the State. 4. The widespread radio network in the country has shrunk distances. The growing television network has demonstrated the potential of revolutionising communication in a very short time. However, out of the 1652 mother tongues of the country, broadcasting is not done even in 150. Broadcasting in languages other than the 15 major languages is meant mostly either for entertainment, or for purposes catering to peripheral interests of the listeners. The television is much more restricted in the coverage. Under these circumstances, in spite of all the outer-trappings, the message broadcast over the mass media reaches a very restricted audience (Pattanayak 1974). A study of the language of newspapers and that of the film is bound to reinforce the above conclusion. 5. Illiteracy is a major problem of the country (Pattanayak 1974). Out of 800 million illiterates in the world, India is credited to have 400 million . if in eradicating illiteracy the intention is to move from a ‘culture of silence’ to a ‘culture of thinking’ participation and the emphasis is on the creation of an intelligent task force for economic and industrial development, then, urgent and bold steps need to be taken in this area. Literacy in a multilingual must be based on the expressed needs of a people3. Secondly, the language of literacy has to be determined keeping in view the various contexts of language use and strategies linking the languages of literacy with that of education and administration. It would thus be quite clear that whether it is in the field of language use in education, language use in administration or in mass media, there is a constant need to weigh alternatives and plan action. The examples cited above are as true of any multi lingual country as they are of India. Such examples not only establish the necessity for language planning, but also the need to analyse its process and product. Before talking about language planning, one must understand the motivation and mechanisms of planning. Planning is not merely a catalogue of resources and the organisation and mobilization of these resources to reach a certain defined goal. Since the technocrat is seldom the decision maker, it is important that the planner provides alternatives and options are given, the goal is stated and the strategies are spelled out the politician-decision maker can take a decision. The two aims of planning are growth promotion and environment amelioration. Here, environment is not used merely in the physical ecological sense, but is used in the sense of sociocultural context of the individuals in society. It is most unfortunate that the pre-occupation with economics as the only discipline of concern of planning blinded the planners to its equally important second aspect of planning. Those who are obsessed with growth and economic development take the social and cultural imperatives for granted. Like the textbook and laboratory controlled experiments, where all other conditions being equal a certain conclusion flows out of it, the economic planner takes the context of planning for granted and concentrates on the economic planning. He forgets that in actual life all the conditions seldom remain equal and that the context in which social problems are nurtured is as important as the problems themselves. Planning is not merely a balance sheet of inputs and outputs. That input-output statements of growth have to be checked against cost benefit to the society, need to be emphasised more, if planning is not to defeat its own purpose. Language planning does not merely entail drawing a list of mother tongues spoken in a defined territory, nor does it merely mean listing of their actual and desired domains of use. Whether in a unilingual or in a plurilingual society, language planning is essential to deal with such problems of dialect, language standard, all aspects of language development and the contexts of language use are areas of concern of a language planner. It would be much more meaningful and sensible to talk of relatively unitary and pluralilstic societies, as the great divide seems to be unitary and pluralilstic rather than developed and developing in the context of language planning. In pluralistic societies, choices, options and alternatives are imperatives of planning, as the basis of pluralism is transparent and easily manipulated. Speaking of language development, Khubchandani (1975:102) offers the following framework which accepts the distinction between developed and undeveloped languages: Dimension Developed Language Undeveloped Language Range of communication Wide,Sometimes multinational. Limited to region. Ecological status. Spoken by dominant majorities. Spoken by dominant minorities. Domian of use. All. Restricted as with vernaculars. Writing system Present. May not be present. Literary status With literary traditions. Colloquial, bazar languages. Social prestige Standard language, acceptable to the elite. Non-standard or sub-standard: slangs, hybrids This is too simplistic a model. Following this one can argue that the major (scheduled) languages of India are both developed and un-developed and they are neither developed nor un-developed. One can say that, barring their restricted domain of use, they fulfill all the criteria of developed language. At the same time, looking at the situation from national and international perspective, one can say that, being diglossic, they have all the features of undeveloped, whereas in Latin America, the major language is developed and the minority (such as Indian) languages are undeveloped. If one takes the case of English alone, this scheme will lead to untenable conclusions. Actually such a schematic presentation conceals and confuses issues rather than clarifies them. Ferguson’s criteria (Fishman 1968 : 28) of a developed language, inter-translatablity with languages in the industrial society, is ethnocentric. One may wish to give the benefit of doubt by saying that the industrial so ciety probably has developed the most varied registers of the language used. But, in the agricultural society, certain contemplative disciplines have flourished which may not have found place in the industrial society. In any case, there is no reason why value judgement about a society need be bodily transferred into the discussion of language use without establishing its relevance to such discussions. What, then, is language development? Can a language be developed by a language planning society ? One popular notion of a developed language is its antiquity. Languages which are older are generally considered more developed. Scholars of history of language and literature in all Indian languages usually devote considerable space and time to this aspect of the question. Another popular notion is linked with the availability of creative literature in a language. Thus, a quarrel whether Bengali or Tamil is more developed has resulted in a lot of unproductive debate. A corollary of this stand is the rejection of spoken languages as languages and give them a grudging recognition as dialects. Scholars have even gone to the extent of saying that Saora has only 700 words, and therefore it does not deserve the status of a language, thus putting the premium on the vocabulary. Presentation of a norm or standard where competing varieties of a language exist is a primary step in language development. This can be achieved by standardising spelling, writing grammars, dictionaries, textbooks, etc. Developing a script for non-literate languages forms a legitimate concern of language is another major concern of language development. This is best achieved by promoting new registral writing, creating technical terminology, and encouraging translation, etc. In a multilingual society, allocation of domains of use to each language and ensuring its increased or decreased use for specific domains forms part of the study of language development. Language planning agencies, endowed with sufficient technical expertise, and executive power, and certainly do a great deal to influence language development, and, through planning, help reduce conflict and tension. The problems in a linguistically plural society are complex, the options are competitive and the goal is difficult to perceive, because of the volotile nature of the context of language use. It must be understood that no language or culture group is absolutely unitary or monolithic in nature. For example, all persons speaking English do neither speak a uniform language nor do they share a single culture. Even all English speakers in England or America cannot be so classified. Communication facilities, ethnicity, religious grouping, uneven opportunities leading to uneven education and cultural development are some of the parameters which account for regional linguistic differences even where a single language is dominant. In the past, linguists assumed a uniform and invariant structure of language. At the present moment it is generally accepted that the speech matrix of a community is constituted of varieties of varieties of the language. These are generally treated under rubrics of style, register, dialect, sociolect, etc. While in a single dominant language society, the different varieties tend to have specialised functions, in a multilingual society, in addition to varieties of mother tongue, one or more other languages share the communicative domain. When there are people using different languages and different varieties of a language, it is natural that they develop certain attit udes towards each other. These attitudes indicate social ranking and relative status of groups and also intergroup cohesiveness or lack of it within a broad framework. Each person considers his language to be the paragon of beauty and sweetest sounding of all. The neighbour’s language usually comes in for a drubbing. The neighbour with whom one comes in constant communication, competes for socio-economic advantages, trades and establishes other societal relationship, naturally exerts a lot of linguistic influence. The nature of this influence depends on many factors, the important one being the political-economic power of the communities concerned. A Telugu speaker calls Tamil by the given name ‘Aravam’, meaning ‘sound not sweet to hear’. The neighbour’s language is described in many languages as the sound of pebbles in a tin drum or sounds coming from a mouth filled with pan. One’s own language is like peeled sweet banana, sweet as sugar and like nectar. When so expressed the unconscious feelings are expressed as conscious attitudes. The epithet of Devabhasha ‘language of the gods’ brought out the retort from the Maharashtra saint poet, ‘If Sanskrit is the language of gods, is Prakrit the language of thieves ?’ All such overt attitudinal statements are grist in the mill of the linguist and the language planner. The above attitudes are not strictly confined to interlingual relationships. Attitudes of dialect speakers of one language towards each other may result either in consolidation and standardization of the language, or separation and split of a language. The notion of dialect may or may not have a pejorative connotation for the for the standard language speaker, but, for the dialect speaker, it is related to local pride. Any effort at standardisation must take this factor of local pride into consideration. A study of dialects of Hindi in India alone will provide examples of both consolidation and separation. As attitudes towards others’ language have serious sociolinguistic implications, so has one’s attitude towards one’s own language. A derogatory attitude or a sense of deficiency towards one’s own language results in the looking for an external standard, acceptance of a culture language or even language loss. The Canadian French speakers looking towards Parisian French, the Caribbean Hindi speaker, the Ceylonese Tamil speaker and the Malayalee settlers in Hon Kong looking towards India, for standards is the result of a feeling of deficiency by the speakers of those languages outside their homeland. Non-literate minority languages adopting a dominant language for almost all purposes other than home use, as in the case of Kannada for Tulu, Kodagu and Marathi or Kannada for Konkani in India, are examples of culture languages. Examples of loss of language due to weakened loyalty can be found almost in all parts of the world. In India various tribal languages which are lost because of the modernising thhrust of various dominant languages may be taken as examples. Sometimes loyalty towards one’s own language is shaken due to induced circumstances. For example, the team roller publicity in favour of American white English and standard is responsible not only for the lack of confidence in the native black and brown speakers of English about the standard of their mother tongue in the USA itself, but also for the lack of faith of the non-English world in Asia and Africa in the non-white speakers, including native speakers of English of Latin American origin in the USA as class room models. As would be clear by now, although language planning in some form is needed in al societies, the need for it is greater in a muitllingual society where the problem of communication is complex, and confronts the speaker with multiple options. Linguists have conceived of primary, secondary and tertiary speech communities on the basis of communicatory situations linking the National languagewith the secondary and the international language with tertiary (Haugen 1972:166). But such a simplified model is inadequate to explain the situation in multilingual societies in general and Indian situation in particular. Take for example, a group of Dravidian and Munda language speakers using a common code, Desia, for communication, which is a dialect of Oriya, an Indo-Aryan language. Oriya as a language has dialects which shade of into Marathi, Hindi or Bengali. If one measures the country in any direction on a straight line with points at short intervals, it will be quite evident that there is break in communication only at the extreme points of the scale. Viewed from on angle, there is ‘partial understanding’ among contiguous speech communities in India; viewed from the other, there is Switzerland – like tertiary speech communities among whom interpreters are needed as there is no of creation and change of primary language loyalties, the process of a group transcending the primordial linguistic loyalty through and identities, sub-national or national, is concealed in these simplified models. Because of ethnic cohesiveness and consequent density in communication, at the intermediate contiguous points even languages belonging to two different families are found to share a common grammar. Gumperz (1971 ; 255) has pointed out that the bilinguals in the border of Maharashtra and Karnataka operate with a single grammar and move from one language to the other through a set of transformation rules. It is not always that a third language is used as a common code. In the cases of Konkani : Marathi : Tulu : Kannada, the former has adopted the latter as culture languages, thus allocating the culture language the domain of formal commuinication. All these call for a re-examination of notions like national language, George Puttenham’s comment (1589) â€Å"After a speech is fully fashioned to the common understanding, and accepted by consent of a whole country and nation, it is called a language† is a poor definition both of nation and of language. In a nation like India, where there are languages of all India importance, languages of regional importance and languages of local importance, all the 1652 mother tongues, listed by the Census are national languages. This includes the so-called foreign mother tongues which have become part of the national cultural heritage of the country. It must be understood in this connection that ‘nation’ is a political concept. A political entity becoming a nation faces the challenge of developing a sense of nationalism among all the people inhabiting it. If already a majority of people have imbibed the spirit of nationalism, the task is to persuade the minority to accept the national goals set by the majority. In a nation inhabited by people of diverse ethnicity and language without a dominant group, a national outlook has to emerge through consensus. This requires coherence between the local group needs and national needs, between micro-planning, and macro-planning, and between economic development and political development. In short, it requires coherence between economic development through planning and socio-political context for such developmental planning. The ‘sons of soil theory’ as propounded in different regions of India has to be viewed in this general perspective. In fact, this phenomenon is not peculiar to India. The demands of the French in Canada, the Tamil in Sri Lanka, the Bengalis in the erstwhile Pakistan, the Flemings in Belgium, the various ethnic groups in Philippines, UK, USA and even in the USSR for equal national importance and equal share in development can be subsumed under this rubric. Such theories arise out of micro-planning at its narrowest application and is anti-national in both approach and content. India as a nation can be viewed as constituting a single soil, Maharshtra or Tamil Nadu may be viewed as disparate entities and independent soils. Within Maharashtra. Vidarbha and Marathwada claim independent soil status, whereas Marathas, not to speak of the backward classes, are not even given equal treatment with Brahmins in the same soil. Under these circumstances ‘sons of soil’ is n ot only a pernicious doctrine, but any planning based only on such considerations without reference to macro-planning is bound to defeat the very purpose of planning. Those who plead for sons of soil theory, often due to lsck of perspective, draw strength and support from notion such as situation-bound language planning (Khubchandani 1975). In a nation state with pluri-lingual society, it is important to be aware of the local needs as well as the national needs. Exclusive concern either with the dominant or the minority without reference to the other is bound to hurt both and destroy the society. Neighbourhood is important and of immediate relevance to all; but extension of the neighbourhood or at least the awareness of its extended frontiers so as to reach out to the national frontiers is of equal importance from the point of view of the existence of a nation. If there is no coherence between a speech area and a language area, then it is bound to create conflict. Language planning and language development, to be effective, must have the twin focus on micro and micro level needs, aspirations and resources. The Western view is liner and binary whereas the Eastern is cyclical and spiral. However, the westernised eastern elites, who are in charge of planning, follow essentially the Western world view. That is why, all language problems are reduced to binary oppositions such as English:Hindi; Hindi:Urdu; Hindi:Indian languages, etc; and all integrative solutions elude them. ‘Unity in diversity’ is so worn out through constant use that it is often rejected as a cliche. And yet if language planning is to be achieved without coercion in a multilingual, multi-ethnic society, it has to be viewed in the grand design offered by Gandhi in his concept of the ‘oceanic circle’. In this structure, composed of innumerable speech communities, â€Å"life will not be a pyramid with the apex sustained by the bottom. But it will be an oceanic circle whose centre will be the individual†, always ready to defend and enrich his mother tongue, each speech community ready to defend and enrich the standard, the superposed or the culture language, each such group ready to defend, enrich and sacrifice for the regional dominant language and the latter ready to defend, enrich and sacrifice for the link language, national language or language and languages of national and international integration, â€Å"till at last the whole becomes one life composed of individuals, never aggressive in arrogance, but ever humble, sharing the majesty of the oceanic circle of which they are integral unit†. NOTE 1. These multiple identities may be both multi-lingualism in the mother tongue and plurilingualism in the sense of different language use. See : wandruszka, Mario, Interlinguistics-Outlines of the New Linguistics. Education; Vol. 12. Institute for Scientific Co-operation, Tubingen, Landhausstr. 18, FRG, 76 ff. 2. Personal communication from Prof. Rais Ahmed, formerly Professor of Physics, Aligarh Muslim University, and later Director, NCERT, New Delhi. 3. Ph.D. thesis of Daniel Moulton in the University of Texas based on his field work in Andhra Pradesh, India under supervision of the author.

Kraft Food Company

kraft diet Company was founded by James kraft in 1903. kraft started off by selling wholesale high mallow in Chicago, they later on expanded, distributing to oer 30 specialty cheeses under the urinate kraft and Elkhorn. By 1920 kraft paper began to plenty produce specialty cheeses which were thus exported to Canada and Europe. They later established plants in England and Germany. James Krafts development to new-made products and the intake of innovative advertising methods led Kraft to be an early aimr of tout ensemble communications media and as early as 1911 they were advertising on Chicago majestic trains, using outdoor billboards and mailing circulars to sell grocers.Kraft was also the first to use colored advertisement in subject area magazines. By 1933 Kraft began using radio receiver for advertising as well. Krafts innovation is also witnessed by the mental hospital of products such as Velveeta in 1928, Miracle work over salad dressing in 1933, Kraft macaron i and cheese dinner in 1936, Parkay margarine in 1940, sliced processed cheese in 1951, and Cheez Whiz in 1952. Kraft is earlier operated as a subsidiary to early(a) larger corporations, the first being issue Dairy Company in 1930.Kraft was later purchased by Philip Morris in 1988 for xii million, nine hundred thousand dollars. Morris then merged Kraft with General Foods social unit in 1989, creating one entity known as Kraft General Foods Inc. , making it the largest aliment company in the United States and the blink of an eye largest in the world. Philip Morris then acquired Nabisco in declination 2000 and immediately began to integrate it into the trading operations of Kraft Foods and Kraft Foods International.In 2001 Philip Morris created a new holding company for the combined operations know as Kraft Food Inc.. Kraft Food then had both main units, Kraft Food northeastward America and Kraft Foods International with 2 chief executive officers (CEOs) Betsy D. Holden and Roger K. Deromedi respectively were get wind co-CEOs of Kraft Foods Inc.. In June of 2001 Philip Morris sold 16. 1 percent stake to the public, making it the bite largest initial public offering in United States history.