Achieving Effective Communication Essay Example | Topics and Well Written Essays - 2500 words

Achieving Effective Communication - Essay Example I have a 53% score for judging, which translates to a high preference for judging to perceiving. I prefer careful planning activities to the belief of improving on a situation or going by the feelings that are current. The urge for adventure is an outstanding factor evident from my profile. I prefer finding a solution to problems through new and innovative approaches to applying familiar means. When making considerations in any situation, I deliberate on the possibilities of the sequence of events rather than on apparent circumstances. I prefer to explore a variety of options, through which the course of events may assume to following the normality in the development of events. In making judgment, I am interested in the details leading to the realization of ideas, contrary to basing them on mere generalization of thoughts. I give room for the avoidance of strict observance of set regulations to come up with independent and rational results. In taking actions, as a response to occurre nces, I speculate about a number of options that can bring the best outcome, instead of acting instantly. I put trust in reason and independence of thought as compared to actions taken based on feelings. I admit no ambiguity when acting on situations and any step geared towards success should be unequivocal, in my opinion and beliefs. I undertake clearly defined plans, with explicit instructions, well formulated for the best possible outcome. My profile can be helpful in amicable conflict management at the workplace. The belief in the exploration of a number of options to find the best possible solution is a massive boost to nurturing conflict management skills. My profile also allows me to take instructions with utmost intensity and devotion towards them. Tolerance to a number of personality traits is a key factor that my profile allows me to integrate. This enables me to have dedicated interest and cooperation in team works, at the work place. Perfected negotiation skills, given t he high tolerance to diversity of personality traits, are a boost towards desirable relations with colleagues at the work place. My preference for clearly defined plans to undertake activities helps in improving the quality of outcomes at the workplace. I, therefore, would prefer working with high potential and trained personnel to colleagues who tend to be unprincipled at executing their roles. Intolerance to ambiguity and vagueness in the execution of duty at the work place is a compliment to desirable supervisory traits. I, therefore, can effectively undertake supervisory roles at the work place. Innovativeness to finding solutions to problems, as opposed to normal solutions, makes an impressive and enormous contribution towards having a desirable peer-to-peer relationship at the work place. I am able to conduct an employee assessment and personality improvement at the workplace, given my deep instinct in making rational, informed and sane judgments. In the overall sense, my prof ile enables me to have an enviable behavior at the work place given the close relations with colleagues and senior personnel. A complete contrast to my profile would be the introverted sensing feeling perceiving. Contrary to my profile, such a person is quick to make decisions based on premises that are not well thought-out. These premises lead to irrational conclusions that cannot serve the purpose for their formulation to the fullness of satisfaction.

Amazon Long Tail Essay Example for Free

Amazon Long Tail Essay The long tail is a phenomenon whereby firms can make money by offering a near-limitless selection the term was coined by Chris Anderson, an editor at Wired magazine, and I feel both Amazon and Netflix have a long tail model since they can offer things that many stores don’t carry so there is always something for someone. (Gallaugher) I feel like Amazon has done a great job of using the long tail method and have a limitless selection of anything someone could ever want or need. I find that I can see things I have never even dreamed about. I only buy books there but it is good to browse. Amazon â€Å"Offer{s} a nearly limitless selection and something interesting happens: there’s actually more money to be made selling the obscure stuff than the hits. At Amazon.com, roughly 60 percent of books sold are titles that aren’t available in even the biggest Borders or Barnes Noble Superstores†.(Anderson 2004) â€Å"Amazon.com is a Fortune 500 e-commerce company based in Seattle, WA. Amazon was one of the first big companies to sell goods over the Internet. The company was founded by Jeff Bezos in 1994, and launched in 1995. They started out as an online bookstore and then quickly diversified by adding other items, such as VHS tapes and DVDs, music CDs, software, video games, electronics, MP3s, clothing, furniture, toys and even food items.† (Schneider) â€Å"Amazon took its long tail strategy in a totally new direction, offering its Prime customers (those who pay a $79 annual fee for free 2-day shipping) a wide selection of streaming movies and television shows, for free. The move is a direct slap at Netflix, a company that started with a focus on renting hard-to-find, long tail DVDs but which has moved increasingly toward popular blockbusters as its video streaming operations ramp up. Amazon will not have nearly as many recent and popular releases in its free offer as Netflix, but for people who are open to Amazons viewing suggestions its hard to beat free† (Wunker, 2011). This can show how the differences of how companies charge money for similar services can affect the long tail view. I feel that it is hard to have a long tail kind of company because of the competition â€Å"The long tail gives the firm a selection advantage (or one based on scale) that traditional stores simply cannot match.† This is both true of Amazon and of Netflix while Netflix can stream its videos Amazon has to send out its products by post. (Gallaugher) â€Å"The IT Department at Amazon.com also has a massive responsibility, as they oversee an enormous system that is extremely reliable. Amazon.com describes their IT group as â€Å"system, database, and networking experts (that) build and operate highly reliable, scalable distributed systems with terabyte-sized databases and infrastructure that can handle a massive number customers (Schneider) Knowing all of this It is used makes it easier for Amazon to fine tune its company and find the best fits for its customers. It is true that Netflix and Amazon have an endless stock and don’t need to keep them in house but in time Amazon will fully own the business as it expands and offers more products for less. Amazon is global but it is unheard of to use Netflix here in Korea. I actually can use different free sites to stream free videos since the copy right laws in Korea are a bit flexible. In conclusion both companies seem to be doing well in the long tail area but Netflix may fail in the near future unless it ventures out to new and different things. Amazon will crush it if they don’t adapt soon.

Bosnian War Exploring Motives And Behaviour Of Perpetrators Criminology Essay

Bosnian War Exploring Motives And Behaviour Of Perpetrators Criminology Essay The main aim of this essay is to explore the motive, behaviour and policy of the perpetrators towards civilians and their enemy in the Bosnian Civil War from 1992 until 1995. The essay emphasizes common traits, behaviours of the perpetrators and identifies factors and elements that relate to their motives and aggression to commit mass killing and crimes against humanity. This essay will also explain the factors that drive people, who formerly co-habited harmoniously, to committing brutal acts of violence against their friends, neighbours and compatriots. The primary focus will be on three different ethnic groups in Bosnia during the conflict; the Serbs, the Bosnian Muslims and the Croats and the essay will focus more on the conflict between Serbs and Muslims. It will also focus upon violent acts committed by Serbs against Muslims; although as the war developed, Serbs also became victims of specific kinds of Croat and Muslim violence. Sometimes, it is difficult for scholars to determine the real reasons or motives that make ordinary people with no previous criminal record commit sudden brutal acts of violence. Focusing on the particular case of the ethnic conflict in Bosnia, this essay aims to demonstrate why behaviour and demeanour of the perpetrators of genocide and war crimes is important. This will help to highlight the personality of perpetrators and to illustrate the complexity of perpetrators behaviour and way of thinking. The perpetrator-focused research in Bosnia can be justified on a combination of moral, cognitive and practical grounds; it emphasizes the importance of circumstances as an explanation for perpetrator conduct; and suggests that Erwin Staubs concept of a continuum of destruction  [1]  reflecting the fact that a perpetrators behaviour can rapidly fluctuate between acts of cruelty and kindness.  [2]   The Bosnian Civil War was very complex and full of tragic events including the forced migration and killings of inhabitants based on their ethnicity, also known as ethnic cleansing. To achieve the objective on controlling territories, the perpetrators, usually with the full support from the largest ethnic group, violently displaced or killed members of other ethnic groups who stood in their way  [3]  . In all cases, assault on civilian populations was both an aim and instrument of war. The perpetrators included regular military, paramilitaries, militias, reservists, police, internal security forces or armed civilian group. The war in Bosnia was waged by ultranationalists who targeted civilians because they stood in the way of the idea of their national interest. This was achieved by ethnic cleansing, using violence and deportations of other ethnic communities who had previously lived together peacefully in Bosnia. For example, the Srebrenica massacre, the most infamous violent ac t by the perpetrators during the war, was described as the worst atrocity witnessed in the history of modern European world after the World War II  [4]  and the largest single war crime in Europe.  [5]   By demography, Bosnia is a multiethnic nation, in which there was no majority ethnic group. Out of the population of 4.4 million, Bosnian Muslims constituted 43.7 percent, Serbs constituted 31.4 percent, while Croats constituted 17.3 percent. Before the conflict erupted in 1992, Bosnia was an example of a harmonious society where Muslims, Serbs and Croats lived side by side, free of social subordination.  [6]  There had not been serious ethnic conflict after the World War II, and even though after the election in 1990 have made the ethnic relationship became more salient, the groups tried to resolve any conflict without any element of violence.  [7]  As a result, the vast majority of people in Yugoslavia co-existed in peace regardless of their ethnic or religious group. From one perspective, the war in Bosnia could be viewed as a clear-cut case of civil war which is an internal war among ethnic groups unable to agree on arrangements for sharing power. Similar to other civil wars, different parties who fought in this war had enjoyed substantial political and military backing from neighbouring states. The Serb and Croat paramilitaries involved volunteers from Serbia and Croatia, and were supported by nationalist political parties in those countries.  [8]  Although Bosnian independence was fully recognized by the United Nation, neither Serbia nor Croatia accepted the resolution. A further case could be made that the Bosnian Serb army was under the de facto control of the Yugoslav Army and Belgrade and was therefore an instrument of external aggression. A key factor to the conflict in Bosnia is the role of leaders as voices of extremism or nationalism. The attitude of Serbian leaders in Serbia and Bosnia played a crucial role in channelling the behaviour of ordinary Serbs against the Muslims and Croats. Shortly after the break-up of Yugoslavia, they led a nationalist movement, shape the progressions of events and made the decisions to lead the aggression against other ethnic groups. As an authority in the highest position, leaders could command the trust and obedience of their fellow ethnic, while the ordinary man could claim that there were just following orders from the authority.  [9]   Leaders in both Serbia and Croatia, sometimes aided by journalist, academics, and military organization, deliberately revived and exploited painful memories of the history of the former Yugoslavia in spreading the propaganda to create fear and hatred between ethnic groups. They exploited the brutality and atrocities among each other in the past especially in the Second World War and inflamed national sentiments between ethnic groups.  [10]  The Serb nationalist revival also led to intense public discussion of World War II about the atrocities of the Ustasha against Serbs. During 1980s, when tension among ethnic groups started to escalate, Serbs were often reminded about the massacres, betrayal, and continued hostility between Serbs, Croats and Muslims. In order to plant the seed of nationalism among fellow Serbs, Ustasha killings has been portrayed frequently in mass media, memoirs, plays, and history, and it became obvious when Milosevic ignited the fire of the Serbian nationali sm in everyday life especially on television.  [11]  Each side fears that they will be the victim of genocide if others gain political and military power in Bosnia and this reason has been justified by Serbian and Croatian nationalists to push their people into wars of self-defence.  [12]  Leaders of ethnic groups such as Franco Tudjman of Croatia, Alija Izetbegovic of Muslims, and Slobodan Milosevic and Radovan Karadzic of Serbia inflamed the sentiments on their people by taking several actions and implementing some policies which favoured on their side.  [13]  For example, Radovan Karadzic had warned the Bosnian government that if they choose independent, They will disappear. That people will disappear from the face of the earth.  [14]   In general, perpetrators are those who initiate, facilitate, or carry out acts of genocide or crimes against humanity. During the Bosnian conflict, the motive of the perpetrators could be classified into various categories. In order to eliminate what the respective perpetrators believed as a real or potential threat, as well as to spread terror among real or potential foes, mass killing and other atrocities were used.  [15]  It is quite difficult to fully understand the motives of the perpetrators because the individual and group changes that lead to increasingly vicious acts may become not only more comprehensible, but even seemingly natural. Perpetrators make many small and great decisions as they progress along the continuum of destruction. They choose leaders, adopt ideologies, create policies and plans, and engage in harmful and violent acts and their circumstances and characteristics move them in certain directions.  [16]   In order to facilitate the intention of expulsion or killing of other ethnic groups, military and paramilitary organizations were used as a common institutional structures. Such organizations enforce obedience, encourage conformity, provide training, desensitize their members responses to killing, and planted the ideology of the struggle to all member of the organization. All parties to the conflict in Bosnia are actually guilty of perpetrating abuse and violence, although to varying degrees. The main perpetrators of the abuses may vary from certain circumstances depending on which forces are in control in the particular territories. On the whole, however, the main aggressors have been the Serbian military and paramilitary forces. As the main offenders, they are in a position to inflict great damage and their policy of ethnic cleansing with the intention to dominate the whole Bosnia. For example, the infamous Arkans Tiger, one of the most ferocious Serbian paramilitary organizations which responsible for crimes committed to Muslims and Croats all across Bosnia, is a Belgrade-backed paramilitary organization where soldiers under his command brutally imprisoned, beat, raped, and executed non-Serb persons.  [17]  During the war, majority of the territory in Bosnia forcibly came under Serb domination and large segments of the Muslim population were either killed or expelled by paramilitary which actively participated in these operations in order to secure Serb control over territories.  [18]   While most of the Serbian perpetrators were conducted by a larger groups which is paramilitary or militia, the abuses attributable to Croats and Muslims were usually perpetrated by individual and do not associated with certain groups. Bosnian Croat and Muslims also found guilty of serious abuse of human right and crime against humanity. The destruction of Serbian property, removal by force, the detention and killing of the inhabitant in many cases appear to be known but little had been done to prove it. For example, by committing the crime against Serbs in Kravica and for other atrocities committed around the region, Naser Oric, a Bosnian Muslims, was convicted by the International Court Tribunal for failing to take measures to prevent the murder and cruel treatment of Serb prisoners.  [19]  As for the Croat atrocities, the terrifying violence perpetrated against the Serbian populations in Krajina after its recapture by the Croatian HVO organization led by Mladen Markac in August 1995 will not be easily forgotten.  [20]   Many of the abuses attributed to Serbian perpetrators have long followed a recognizable pattern that has come to be known as ethnic cleansing.  [21]  The primary aim of Serbian forces is to capture or gaining complete control of the whole territory and forcibly removing or killing non-Serbs the area. In most Serbian-held territories of Bosnia, pattern of abuses against non-Serbs were very clear and the method of abuses including rounding up the inhabitant, detaining in the concentration camp or just simply killing the civilian taken. Even though much of the abuses committed by the Serbs were done in group, there were such abuses were been done by individual soldiers or single military, policemen and home guard  [22]  . The nature of the abuses, and the pattern and frequency which take place indicates that there was no command from the superior to stop the abuses. The patterns of behaviour of the perpetrators during the conflict were obvious when the tension escalated during the war. During the conflict, behavioural patterns among ordinary soldiers indicated patterns of racial hatred and prejudiced, manifested both in their actions against their victims and their feelings towards each other. The decision to utilize a large number of perpetrators may also be influenced by certain political objectives. Those who initiate genocide may seek to gain support for their actions by allowing elements of society to satisfy their passions and greed at the expense of the victims.  [23]  By plunging large numbers of the population into murder, the forces encouraging the mass killing may more tightly bind the perpetrators to the regime. The perpetrators have emphasised on collectivistic value that make group membership central to personal identity. Such regimes have been particularly adept at using such collectivistic values to highlight boundaries between in-groups and out-groups by making extreme categorical judgements based on the polar opposites of good us versus bad them.  [24]  They have set in their mind that their cause is sacred; while the enemies are evil, they themselves as righteous, innocent or victimized; and others are wicked, guilty, and the victimisers. It is clear in this conflict that the Serbs always portrayed themselves as the victim of the evil regime of Ustasha that murdered hundreds of thousands of Serbs during World War II.  [25]   There were varieties of practices used by the perpetrators to make their reprehensible conducts acceptable and to distance them from the moral implications of their actions. For instance, there is a moral justification in which mass murder is made personally and socially acceptable by portraying it as serving socially worthy or moral purposes. Perpetrators may believe this rationalisation to such an extent that their evil is not only morally justifiable, but became a moral one.  [26]  Perpetrators can then justify their evil as essential to their own self-defence, in order to protect the cherished values of their community, fight ruthless oppressors, preserve peace and stability, save humanity from subjugation, or honour their national commitments. Moral disengagement is also facilitated by the dehumanisation of the victims.  [27]  By doing this, perpetrators categorized a group as inhuman when the target group can be readily identified as a separate category of people belonging to a different race, ethnic, religious or political group that the perpetrators regard as inferior or threatening. These isolated groups are stigmatised as subhuman and memories of their past misdeeds, real or imaginary, are activated by the dominant group. The dehumanisation of victims helps perpetrators to justify their aggressive, sadist and brutal behaviour. A common form of dehumanisation is the use of language to redefine the victims so they will be seen as warranting the aggression. The moral disengagement of the perpetrators is complemented by a vulgarity of language that dehumanises the victims. Consistently, perpetrators dehumanised their victims that the words themselves become substitutes for perceiving human beings. For example, in most cases, Serbs described the Muslims in derogatory term as Balijas'(dirty), Turkish yoke, uncultivated and wild dog.  [28]   One of the shocking elements in this conflict was that many of the violence and abuses were perpetrated by their own neighbours. Violence against neighbour emerges as a major theme in numerous accounts of war and ethnic cleansing in Bosnia, amidst cordial and amicable relations between Bosnian Muslims, Serbs and Croats. Before the conflict, ethnic relations in Yugoslavia is at satisfactory level, and many recall friendly and warm relations between neighbours, colleagues, or acquaintances of different ethnic or religious identities. Even once war began, many recognized that people of different ethnic or religious identity were not necessarily their enemies, and they believe that they can still get along together throughout the war.  [29]   At a glance, Serbs, Croats and Muslims saw each other as acquaintances, colleagues, neighbours, friends, and sometimes even relatives. However, deep in reality, they identified others as members of groups marked by history as enemies. These groups did not intend to make war, but there was an underlying latent and long lasting anger. This deep hatred were told by a Serb employee in the American Consulate to the American diplomat about his real feeling on Croat sometimes when he looked into their eyes, he could not help recalling the blood that stained the hands of those responsible for the slaughter of Serbs during the Second World War  [30]  . The War in Bosnia developed into a nightmare for the different ethnic groups, which had lived there in relative peace since the end of the Second World War. The peace was not meant for last forever, as ethnic leaders had created an atmosphere of mutual fear and hatred that led to three and a half years of conflict and terror  [31]  . Many survivors of ethnic cleansing during the conflict have told a series of attacks by their former neighbours. Rezak Huzanovic, a former detainee in Omarska camp, writes in his memoir about his Serbian neighbour who joined in the killing and torture. They were our neighbours and then they burnt our houses. At Prijedor, local Serbs joined in murders and ethnic cleansing.  [32]  Refugees repeatedly told about series of attacks by friends or neighbours they knew well. In Foca in Southern Bosnia, one woman told about her Serbian neighbour showed up in her family home late night with machine gun and detained his husband. In fact, we had coffee with him a day before.  [33]   Multiple similar accounts both at the time of ethnic cleansing and afterwards make clear the strong grassroots element to ethnic cleansing and violence which were carried out in various parts of Bosnia. It is true that neighbours did not carry out ethnic cleansing alone. Witnesses, reporters, and investigators working for human rights group also made clear how paramilitary forces and militia swept through many Bosnian communities, carrying out violent act and killing, and the fighters in these forces included teenagers, peasants, locals who had also grown up in this multiethnic Yugoslavia pledged to the concept of brotherhood and unity.  [34]   A point to note that the same neighbour of everyday life can mutate into an enemy when seen as a figure in a long-term historical narrative of nationalist struggle. Accounts of close relations between neighbours typically recall scenes of everyday life, of individuals as friends, classmates, and colleagues. Stories of ethnic rivalry, on the other hand, present narratives in which the same individuals function as members of enemy nations. This same paradox of a friendly neighbour who kills can be described with the concept of cognitive frames or a mental structure which situates and connects events, people and groups into a meaningful narrative.  [35]   Apart from that, a particular structure of nationalism plays a key role in generating ethnic cleansing in Bosnia. As an ideology of ethnic cleansing, nationalism is more a story than simply a form of identity. Within national narratives, the nation as an entity is viewed as the real protagonist. National narratives tend to be similar in their structure; they present their hero, the nation, as unique in suffering; and they depict the national narratives of rival nations as valid.  [36]   Concerning the perpetrators motives, they emphasized of betrayal and victimization that links to national narratives. Stories of national struggle recount attacks and even treason by other nations. These stories display hatred of the enemies of the ethnic groups, and for this reason they can be described as national hate narratives.  [37]  The nations enemies are inherently and irredeemably bad, and for this reason the problems created by the hated group can be resolved by its removal, disappearance, or destruction. For Serbs, they were being indoctrinated as the victims of the Ustasha and Muslim atrocities during the Second World War. They saw other ethnic groups as a real threat, and in order to ensure that the history would not happened again, and to ensure their own survival, they collectively eliminate the threat by killing others  [38]  . The Bosnian conflict brought the practice of killing based on ethnicity suggests that these violations were not random acts carried out by a few dissident soldiers. This policy has been masterminded by Serbian political and military leaders which is being systematically planned and strategically executed with the support of the Serbian and Bosnian Serb armies and paramilitary groups to create a Greater Serbia which will resulted in a religiously, culturally, and linguistically homogenous Serbian nation.  [39]   Some scholars, politician and commentators were quick to point out that the war was caused by the ancient hatreds that the various ethnic groups bore toward one another.  [40]  This is inaccurate, because the multi ethnic groups of former Yugoslavia did not coexist in ancient times at all; they were only joined together after the creation of the Yugoslav in 1918. Contrary to some world leaders, commentators and scholars claims that this ancient hatreds stemming from a long history of conflict and ethnic cleansing in the Balkans were responsible for the conflict  [41]  , the reality, however was different. Rather than ancient hatreds, the conflict in Bosnia reflected a combination of various factors. The term ancient ethnic hatreds were manipulated by opportunist during the break-up of Yugoslavia, exploited and revitalized by ethnic group leaders such as Slobodan Milosevic in Serbia, Radovan Karadzic in Bosnia and Franjo Tudjman in Croatia as their hold on power slipped. Each of them felt that the idea of establishing an ethnically pure state would contribute of the expansion of their political power and to strengthen their position as a leader of each nation.  [42]   A generation of historians and social scientists has come out with the idea that the factors of ancient hatreds had broken apart Yugoslavia. In some cases, the discussions of ancient hatred made actual violence inevitable, but the key episodes in narratives of national victimization were already well known before the Titos death, and these episodes came from many periods and places rather from any one region such as Bosnia. For Serbs, the key events of ancient hatred depicted in a narrative of national struggle and victimization included the Battle of Kosovo of 1389, the First World War, and Serbs mass killing by Usthasa and the Partisan in the Second World War in Bosnia. The war in Bosnia cannot be explained by theories of inevitable ethnic hatreds, even when such explanations conveniently excuse outsiders from the responsibilities of intervening. Previously, there were several racial and historical disputes in the former Yugoslavia but it was put down wisely by Tito. The rhetoric of national interest became increasingly nationalist in the sense of defining one group and its goals in opposition to another.  [43]   The sentiment of being oppressed where clearly documented in Memorandum of the Serbian Academy Arts and Sciences which was a draft published by Serbian intellectual and scholars in 1986. This memorandum became controversial because it underlined the discrimination of the Serbs in Yugoslavia and had claim that Serbs were inferior to other ethnic groups in the Republic of Yugoslavia. This seventy four page memorandum, which became a bible for Serb nationalist, incited nationalism among Serbs in Yugoslavia. Serbs claimed that Titos policies had discriminated Serbia and also weakened Serbia politically and economically in the Republic. Serbs, especially nationalists, inspired by the memorandum, argued that the time had come for all Serbs to restore their national pride by becoming the dominant ethnic groups in Yugoslavia.  [44]   Apart from eliminating the real threat of the enemy, the perpetrators also wanted to spread terror among the enemies in order to show their dominance and authorization. To show their supremacy, mass rape and other forms of sexual violence were conducted as an act of dehumanizing the ethnic rivals.   When committed on a mass scale and in certain patterns, such as in front of family members or in public, sexual violence can communicate an intent to destroy the group, or the very foundation of a particular group, and this is particularly true perhaps in social, cultural and religious communities where acts of sexual violence not only shame and humiliate the victim, but also tear the core foundation of that community.  [45]  It appears that when committed on a mass scale and in certain patterns, sexual and gender-based violence may have communicative value and as such may have something to say about the intention of the perpetrator. The systematic rape of women from other ethnic gr oups was purposely designed to reach the very foundations of the group.   The main motive of systematic rape is to show the more powerful ethnic groups to demoralize the others through terror and humiliation. Rape and sexual assault on women were common during all stages of the conflict and occurred on all sides, but a lengthy report compiled by United Nation Commission of Experts had found extensive evidence of Bosnian Serbs sexual assault on Muslim women. Mass and systematic rape took place often in a detention camp and in all, UN Commission compiled reports of mass rape cases from fifty seven different location in Bosnia.  [46]   Sexual violence perpetrated against Bosnian Muslim and Bosnian Croat women during the Bosnian conflict was intimately tied to the process of destruction of their ethnic group. The mass scale, the extremely public and humiliating nature of the rapes and the systematic nature in which they were committed, clearly shows the violation of the core foundation of the group. This systematic rape were not only destroying womens capacity to reproduce, but some rapes also resulted in what both victim and perpetrator considered to be children of a new ethnicity.   In patriarchal societies such as in the Balkans, the perpetrators of rape knew that the victim and her community would experience forced pregnancy as a way to transmit a new ethnic identity to the child.   Perpetrated on a systematic scale, this pattern provides persuasive evidence of intent to violate the very foundation of the group.  [47]   However, most above all, the motive of the perpetrators to commit such violent act was based on a belief or an ideology. Inflamed by the rhetoric of nationalism sentiment of their leaders, the perpetrators of such violence are usually clear about their objectives to established a pure single ethnic nation and anxious to exclude non-nationals and potentially disloyal minorities. The intention of the force removal of different ethnic population is very clear, which is to benefit the more powerful groups or ethnic in order to establish a single ethnic nation. Despite removing others from their existing place, the roots of practice are more closely tied to ideology.  [

Drinking Water Shortage and Water Conservation Essay -- Drinking Water

Human beings and ecological systems depend on water for survival (Kenneth). No human, animal or plant can survive for long without this essential commodity. For us humans, water is the driving engine of most of our economic and recreational activities. For instance, we depend on water for the production of energy in industries, transportation and outdoor recreation. Most of us equally depend on water for the provision of amenity and cultural values. Barlow and Clarke state that one cannot simply whisk away the crisis of fresh water we have in the world today (25). For us, fresh water is very essential for direct consumption. A huge majority of plants and animals also depend on fresh water for survival. Experts predict that if we do not take good care of our water resources, a huge water crisis is in the offing. Since life generally depends on water, it is imperative upon us to adopt solutions that will foster water conservation. Fresh water is a fixed natural resource (Gleick 3). This implies that the supply of fresh water we have in our hydrological cycle cannot go up. According to Barlow and Clarke, almost everything that is being done in the industrialized world has the potential of worsening the already existing fresh water crisis (206). By failing to conserve the water we use, we stand the risk of exhausting all the fresh water we depend on. Studies have already shown that we are quickly running out of fresh water supply world over. This is as a result of dwindling water levels in rivers, lakes and underground aquifers. The consequences of lack of fresh water for consumption are far reaching. For instance, there would be increased cases of waterborne diseases, decreased economic output, reduced agricultural productivity ... ...A Guide to the World's Fresh Water Resources. New York: Oxford University Press, 1993. 3. Print. Jackson, S. Ron. Conserve Water, Drink Wine: Recollections of a Vinous Voyage of Discovery. New York: Routledge, 1997. 34. Print. Kenneth, Frederick. "America's Water Supply: Status and Prospects for the Future." U.S. Global Change Research Information Office. N.p., 11 Nov 2004. Web. 7 Apr 2015. . McCarthy, John. "The Problem of Fresh Water." Stanford University. N.p., 16 Jan. 1996. Web. 7 Apr 2015. . McGovern, Cheryl, and Bastian Robert. "Water Recycling and Reuse: The Environmental Benefits." United States Environmental Protection Agency. EPA Pacific Southwest, 24 Mar. 2008. Web. 7 Apr 2015. .

The New Negro by Alain Locke

The essay The New Negro by Alain Locke’s defines what Locke believes to be the â€Å"Old Negro and the â€Å"New Negro. This paper will compare and contrasts Marcus Garvey The Future as I See it and Langston Hughes various poems on why Locke would have characterized them as either Old Negroes, New Negroes, or both. I believe Locke, Garvey , Hughes were determined to see Blacks succeed. Each writer expresses their idea in their own unique way, but they all wanted freedom, equality, and respect. For example, Locke would characterize Garvey as the Old and New Negro.For instance, Garvey writes that it’s time for each person to decide on how they will discover freedom. Garvey writes â€Å"The hour has now struck for the individual Negro as well as the entire race to decide the course that will be pursued in the interest of our own liberty†. (p. 1000) Garvey was writing his views on the future as he saw it. He wanted blacks to know now it’s your time to decide which path you want to take and you have the freedom to do so. Also, Locke writes â€Å"The Negro today is inevitably moving forward under the control largely of his own objectives†. (p. 89) Blacks are achieving their goals because ‘ is something they desired on their own. Also, Garvey informs the Negro that their will be people who will try to discourage you from reaching the freedom you so desperately want. Garvey writes, â€Å" Some trying to capitalize the new spirit that has come to the Negro to make profit out of it to their own selfish benefit; some are trying to set back the Negro from seeing the hope of own liberty†¦ â€Å"(p. 1001). In spite of, what the white men might think or feel on how far Negros will get in life, we must not listen and believe what they feel.Garvey writes â€Å"white men may laugh at the idea of Negroes talking about government; but let me tell you there is going to be a government†¦Ã¢â‚¬  (p. 1002) Garvey writes to the Ne w Negroes that we can’t let anyone plant a seed in our minds and our spirit that we can not achieve the same goals that the white man wants. This is a new day for us and we are going to embrace this new beginning and let no one stop us for achieving our goals. In addition, Garvey writes to the New Negroes about the vision he sees for them.He reminds them that God created them and because of this you are special and do not allow anyone to tell you differently. Garvey writes, â€Å"Remember that you are men, that God created you Lords of this creation. Nonetheless, Garvey’s vision for Negroes was that we can do anything that we set our minds to regardless of the circumstances that we could face. Garvey writes, â€Å" Let no man pull you down, let no man destroy your ambition, because man is but your companion, your equal; man is your brother; he is not your lord; he is not your sovereign master†. p. 1003) Garvey’s vision to the Negroes was that man is not the one you live for, God is the one who will be their with you to the end and he will never leave you. Also, Locke would characterize Hughes poems as New and Old Negroes. First, in Hughes’s poem Mother to Son; a mother is telling her son that her journey through life has not been easy, but she will not give up. Hughes writes â€Å" Life for me ain’t been no crystal stair. † (p. 1292) This mother is telling her son her life has not been easy but she is still standing.The mother wanted her son to know no matter how hard times may become don’t you give up. Hughes writes â€Å"So boy, don’t you turn back. † Locke and Hughes both were sending the same message; they both were determined to see blacks succeed. Next, Hughes poem I Too relates to a young black man who believes that he is beautiful and one day everybody will notice this. â€Å"They send me to eat in the kitchen When company comes, But I laugh, And eat well, And grow strong. † (p. 295) The young man will go quietly and he will dream about the day when he will be able to sit at the table with everybody and they will notice he is a beautiful person. Hughes writes â€Å"Tomorrow, I’ll be at the table When company comes. Nobody†ll dare Say to me, â€Å"Eat in the kitchen,† Also, in the Theme for English B by Hughes I believe Locke would have characterized this to the New Negro. It was about a young color-man who was only colored student in his English class. His instructor asked the class go home and write something that is true and it will let you know who you really are.The young color boy wanted his instructor to know that even though they both might not want to be part of each other world, they both could learn from each other. I believe Locke, Garvey, and Hughes all shared similar values and views about the New Negro and Old Negro. All of them told their stories in different ways, but they all told their in own unique way. Finally, a ll three authors wanted to express how they believed that we can reach our goals regardless of any obstacles that may stand in our way. Sharise Williams Literature-125 Professor Crowe.

Survey of Transport Geography essays

Survey of Transport Geography essays Pooley, Colin G., Jean Turnbull. Modal choice and modal change: The journey to work in Britain since 1890. Journal of Transport Geography, 8:11-24 In the chosen article the main idea was to show how since 1890 until present day how the journey to work using different transportation methods on a day to day basis has changed as technology has changed. Furthermore, to illustrate how changes in transportation policies have changed because of the modal change in transportation. It is ultimately related to the study of transportation geography because the article illustrates how the need for bigger and better infrastructure was needed to accommodate the modal change in ways people journey to work. The subject matter of the article is important because it focuses on the impacts of the industrial revolution on modes of transportation both in Britain and to a certain extent in the United States. It also addresses how policies affecting transportation had to change in order to keep up with the changing modes of transportation. It is also important because the information discovered in the article can also provide a basis for policies in developing countries in terms of infrastructure and regulations surrounding transportation. Some of the methods used in collecting the data on the changing structure of the journey to work were firstly, a survey of 1834 people who began working in 1890. Next 90 separate semi-structured interviews were conducted. Thirdly, and the largest group consisted of genealogists and family historians who where used in pervious study. Lastly, by placing advertisements at large employers and the local press to find people who were interested in the research and then setup interviews with those who were interested. From this style of research many problems and biases can occur, like those with more education and in higher status occupations would tend to respond to the advertisements. To correct this, the research ...

To Kill a Mockingbird Themes, Symbols, and Literary Devices

To Kill a Mockingbird Themes, Symbols, and Literary Devices To Kill a Mockingbird seems like a very simple, well-written morality tale at first glance. But underneath the easy markers of racism and heroism is a much more complex story. Your first hint is the sleight of hand author Harper Lee employs in the point of view, which is actually Jenna Louise Finch as an adult recounting her adventures as a child. The mature, grown-up perspective is buried under the rambunctious, naive perspective of her younger self so skillfully most readers forget that the story isn’t being narrated by a little kid. This allows Lee to explore her sub-themes of racism, justice, and innocence while masterfully dealing with her main theme: How our view of the world changes as we grow older. Maturation The story of To Kill a Mockingbird takes place over the course of several years, beginning when Scout is 6 years old and ending when she is close to 9 years old, and her brother Jem is 9 (though very close to being 10) in the beginning and is 13 or 14 by the end of the story. Lee uses the young age of the children to tease out many of the complexities in her themes; Scout and Jem are frequently confused about the motivations and reasoning of the adults around them, especially in the earlier sections of the novel. Initially, Scout, Jem, and their friend Dill make many incorrect assumptions about the world around them. They assume that Boo Radley is some sort of monster and ascribe near-supernatural powers to him. They assume that aunt Alexandra does not like them or their father. They assume that Mrs. Dubose is a mean old woman who hates children. And Scout in particular assumes that the world is a fair and honorable place. Over the course of the story, the children grow up and learn more about the world, and many of these initial assumptions are revealed to be incorrect. Lee explores the way that growing up and maturing into adults makes the world clearer while also less magical and more difficult. Scout’s rage against Mrs. Dubose or her teachers at school is simple and easy to comprehend, as is her terror of Boo Radley. Understanding the complexities underneath the behaviors she sees makes it more difficult to hate Mrs. Dubose or fear Boo, which in turn ties into the more obvious themes of racism, intolerance, and innocence in the story. The end result is that Lee connects racism with childish fears that adults ought not to experience. Prejudice There’s little doubt that To Kill a Mockingbird is concerned with racism and its corrosive effects on our society. Lee explores this theme with an initial subtlety; Tom Robinson and the crimes he is accused of are not explicitly mentioned until Chapter 9 in the book, and Scout’s understanding that her father, Atticus, is under pressure to drop the case and that his reputation is suffering because of it is developed slowly. Lee is not, however, solely concerned with racial prejudice. Rather, she explores the effects of prejudice of all kinds- racism, classism, and sexism. Scout and Jem slowly come to understand that all of these attitudes are incredibly harmful to society as a whole. Tom’s life is destroyed simply because he is a black man. Bob and Mayella Ewell, however, are also looked down upon by the town for their poverty, which is assumed to be due to their low class status and not to any sort of economic cause, and Lee makes it clear that they persecute Tom in part in order to assuage their own feelings of rage at the way they are treated, that racism is inextricably linked to economics, politics, and self-image. Sexism is explored in the novel through Scout and her constant battle to engage in behaviors she finds interesting and exciting instead of the behaviors that people like aunt Alexandra feel are more appropriate for a girl. Part of Scout’s development as a person is her journey from simple perplexity at these pressures to an understanding that society as a whole expects certain things from her solely due to her gender. Justice and Morality To Kill a Mockingbird is a surprisingly deft analysis of the differences between justice and morality. In the earlier parts of the novel Scout believes that morality and justice are the same thing- if you do wrong, you are punished; if you are innocent you will be fine. Tom Robinson’s trial and her observation of her father’s experiences teach her that there is often a stark difference between what is right and what is legal. Tom Robinson is innocent of the crime he is accused of, but loses his life. At the same time, Bob Ewell triumphs in the legal system but finds no justice either, and is reduced to drunkenly stalking children to compensate for being humiliated despite his victory. Symbols Mockingbirds. The title of the book references a moment in the story where Scout recalls Atticus warning her and Jem that killing mockingbirds is a sin, and Miss Maudie confirms this, explaining that Mockingbirds do nothing but sing- they do no harm. The mockingbird represents innocence- an innocence Scout and Jem slowly lose over the course of the story. Tim Johnson. The poor dog that Atticus shoots when it goes rabid has a name purposefully similar to Tom Robinson’s. The event is traumatic to Scout, and teaches her that innocence is no guarantee of happiness or of justice. Boo Radley. Arthur Radley is not so much a character as a walking symbol of Scout and Jem’s growing maturity. The way the children perceive Boo Radley is a constant marker of their growing maturity. Literary Devices Layered Narration. It can be easy to forget that the story is actually being told by a grown-up, adult Jenna Louise and not the 6-year-old Scout. This allows Lee to present the world in the stark black and white morality of a little girl while preserving the details whose significance would escape a child. Revelation. Because Lee restricts the point of view to Scout and what she directly observes, many details of the story are only revealed long after their occurrence. This creates an air of mystery for the reader that mimics the childish sense of not quite understanding what all the adults are up to.

3 Steps To Being More Productive, Without Stressing Yourself Out

3 Steps To Being More Productive, Without Stressing Yourself Out It’s no surprise that our attention spans are shrinking and our to-do lists are spiraling hideously out of control while we procrastinate, panic, and eventually curl up into a ball watching Netflix. This is the world we live in! We all want to be more productive- the kind of people who write (and actually work through) detailed to-do lists, skipping from project to project until we’ve conquered the mountain of our goals.1. Write it downThe most important first step is to get that giant, unmanageable list out of your brain. Make a physical to-do list. Even if you already have one. Divide it into large projects and small projects so you don’t get freaked out every time you look at it thinking, AAAAH,  I HAVEN’T DONE THAT GIANT SCARY THING. Keep the giant scary things separate from the â€Å"I can do this in an hour† things. That way you can start crossing things off immediately and build enough momentum to tackle the hard stuff once you’ve se ttled into work.2. Hunker down and do itThe second step is to actually show up and do the work. That means clearing your headspace and being present and mindful of your task. Think about the parameters of each one before you start in on it. That way you’ll choose tasks that match your current state of mind at any given moment, and increase your potential for success. Sick or sad or really distracted? That’s probably not a great day to start your biggest project. Save that project for a day when you’re feeling confident and clear-headed.3. Prepare for distractionsThe final step is being able to handle the curve balls that will, inevitably, come your way. Build time and space into your work-time structure to handle the emergencies and extra assignments  as they hit you. Budgeting for this will help you not to feel that you have lost anything when you blitz through these unexpected tasks. You can go back to your existing list guilt-free.This doesn’t mean y ou’ll never again get stressed out by the piles and piles of tasks you have to do, but these guidelines should give you a strategy at how to conquer those piles without the panic. The more you practice them, the less to-do list stress you’ll have.How to Overcome Your To-Do List Anxiety

Merketing Segmentation of The Food Industry Essay

Merketing Segmentation of The Food Industry - Essay Example Markets have always been segmented and products have been differentiated on the basis of the ways in which suppliers have applied different techniques of competing in the market. The crucial evidence for the above aspect collected in recent times is that researchers have been using behavioural and economic theories along with sophisticated analytical techniques for identifying the various market segments and opportunities for product differentiation. The concepts of market segmentation and product differentiation have been discussed in literature for long. Shaw (1912) has described the strategy of market segmentation and product differentiation as that of trying to cater to human needs and wants more accurately than competition. The result of market segmenting and product differentiating is the creation of a potential which attains a price level which is higher than prevailing stock commodity. Researchers have identified the recent changes in the market environment of firms which hav e presented with new opportunities and chances of further segmentation of the market. However, the aspect of the possibilities of identifying the groups of customers as individual segments in the market in reality is an empirical one. Researchers are of the opinion that if it is possible to segment the market into individual and homogeneous segments, market segmentation could be effective only if the manageability and efficiencies of the marketing activities could be substantially influenced by the distinguishing and different groups of customers (Wedel & Kamakura, 2000, p.4). Globalization and technological advancement across the world along with fresh new developments have provided marketers with in-depth information regarding the actual behaviour of customers and having direct access to such information through database marketing or demographic segmentation (Wedel & Kamakura, 2000, p.4). As a consequent of this, the marketers have been found to be focussing more on the small segm ents using concepts like direct marketing and micro marketing approaches. However on account of globalization, the leading multi product manufacturers have been looking at the global markets beyond the geographical boundaries (Yankelovich, 1964). It is seen that if the various market segments respond to the marketing efforts they are considered to be responsive to the segmentation strategies. Responsiveness accounts for the success factor for any market segmentation strategy. Mere response from the segments to the advertising

National Programme for IT Essay Example | Topics and Well Written Essays - 1000 words

National Programme for IT - Essay Example National application service providers (NASPS) will be responsible for delivering national application.LPS will have the responsibility of delivering the local aspects of national care record service (NCRS). These were created for contracting purposes and this led to the country being subdivided into five clusters that were competing to select a dedicated LSP which would deliver the integrated National Care Records Service across that path The care records service is responsible for most of the practices that involve the patients that include checking on their progress, proactive decision support, prescription ordering, and integrated patients’ data. The first phase whose due completion was in 2004, highlighted that all the clinicians were supposed to be able to access patient’s information from the internet and that the hospitals were to be x-ray enabled. Later on, the clinicians were to be able to access the records of the patients including their discharge time, their personal documentations and more on their prescriptions. The data spine was to regulate or control who accessed the data and act as the doorway to the functioning of LSP. This meant that there would be no access to LSP without due authenticity from the data spine. The spine had the addresses of the people, their names, their updates and the demographic data of the patients in it The national prescription service was added to the NCRS to assist in the national prescriptions movement between the GPs, National Prescribing Price Authority and the community pharmacists. This will reduce the repetition in prescriptions and the administrative burden to manage them and also help provide the pharmacists in getting the feedback required and getting to know whether the patients are taking the medications as prescribed. In addition to this, the patients will be able to book appointments without the need to queue. The NHS network is very efficient to allow if to work well between NHS components

Describe relatinship with the union and the labor movement, how it has Scholarship Essay

Describe relatinship with the union and the labor movement, how it has personally affected your life, and explain whhy you believe you are a good choice for a union - Scholarship Essay Example The union also endeavors to ensure that the labor laws set be shifted towards sole benefit of the employees. Fundamentally, it is from the trade unions that workers are able to unite, categorize themselves on the basis of their needs and job groups, ultimately coming up with a common voice to fight for their rights. The basis of the operations between the employees and the Union is devised on a contract- a good mode for possible arising conflicts. On the other hand, labor movements are in charge of safeguarding the rights of employees in relation to dealings with their employers. Augmentation of their workers’ welfare through a combined way of bargaining is their exclusive role. On their list also comes the working hours of their clients, remuneration offered along with existing working provisions (Mills pp.22). I am a student with the ambition of being a prospective construction engineer, passionate about sole proprietorship. Labor unions and movements have had a great influence in the choice of my career and future goals. My interests in the community include organizing basketball free throw for local youth, Elks Hoop Shoot, mentor-ship to elementary students, feeding the hungry, amongst others. I hold a 3.37 GPA, and I am extremely athletic and possess leadership skills. Settling on a union scholarship is the best decision I have made so far. Trade union scholarships are beneficial in that; they are able to negotiate various forms of labor for their beneficiaries. Mills (pp.49) argues that, in terms of safeguarding the representation of workers in the labor market, the labor union is able to negotiate for an improved placing for construction engineering businesses. Trade unions concerned with engineers’ welfare aid in combined bargaining between my employees and employers. Having no assistance from the union scholarship programs would mean that my business would be a combination of constant strikes and endless

Are humans sinful Research Paper Example | Topics and Well Written Essays - 1250 words

Are humans sinful - Research Paper Example Temptations have existed from the ancient times when the serpent had mischievously tricked Adam and Eve into disobeying God’s command that presented they refrain from the forbidden fruit. Humanity has since been plagued with faults and negligence to present their evil nature towards the society. Murders, robberies and fraud cases have been evident in various cases including the parables presented by Jesus Christ like in the good Samaritan. This has been the argument presented to deduce the true nature of humanity the motive to participate in committing evil that break the supreme law. The slow change from the pure soul is witnessed within the development stages of humanity. Although human beings appear pure when they are born, the seed of sin has been buried inside their mind for generations. Evil has been developed within the society to take effect within the activities performed by humanity and these are found within the law of the land. Jesus himself was crucified for the sins of man upon the rules that had been created by the sinful society. This was the example given in the presence of the ancient evil political regime that incriminated innocent people out of the interest to be gained to deliver selfish ambitions. John the Baptist had been murdered out of a corrupt political regime that was against Christianity. Without Christianity, humanity has been tempted into sin to break the law presented in the land. Humanity had been cursed after the events in the Garden of Eden when the seeds had been cast within the soul. Those who had gone against God’s commandments had been punished, like the Israelites on their pathway to the Promised Land. The prosperous have boasted of finding means to enrich their desires after applying the means to excel in harsh presentation s among the less fortunate. However, the Bible has been extended to explain that those without the

Importance of Oral Health in a Child Essay Example | Topics and Well Written Essays - 500 words

Importance of Oral Health in a Child - Essay Example Although the accidental cause due to injury or abrasion could not be controlled, tooth decay could be prohibited and avoided. The care for primary teeth has not given emphasis because of the fact that primary teeth are just temporary and will be replaced later by permanent teeth. For this reason, tooth decay among children is not new. Bacterial respiration or acids from the diet could cause tooth decay in children. The oral hygiene and care, and diet of the child could highly influence the rate and occurrence of tooth decay. Mahoney and Kilpatrick stated that oral medications such as mouthwash and toothpaste affect the rate of tooth decay. The high acidity and the presence of EDTA (ethylenediaminetetraacetic acid), which is known as dematerializing agent, in mouthwash makes the mouthwash a possible cause of tooth wear. Their study also showed that the low pH of medicine such as asthma medicine of children increased tooth wear. Furthermore, they mentioned that the abrasion caused by brushing of teeth followed by intake of relatively acidic beverages showed an increase rate of tooth decay. According to Marsh all et al., there are high occurrences of tooth caries to children who have frequent consumption of soda pops as compared to milk and 100% pure fruit juice.

Performance Appraisal Essay Example | Topics and Well Written Essays - 500 words

Performance Appraisal - Essay Example During the process of appraisal, each employee performance is reviewed against the objectives and standards for the financial year as agreed at the previous appraisal meeting. It is very important for career and succession planning purposes for the employees, jobs that are crucial and for the entire organisation. Despite the fact that performance appraisal is mainly used for motivation of employees, it has a number of purposes which include: development of positive attitude towards work, behavior development, communication and alignment of employees and organization objectives and boosting the positive relationships between the employer and the employees (Grote 107). Each organization has its own performance appraisal system. This work would focus on the development of a performance appraisal system for the Verizon Wireless. As it would turn out later, the appraisal system depends on the kind and nature of the job being appraisal. Technical and complex jobs require more appraisals. In such cases, appraisal is mainly used to retain the employees. This paper would develop an appraisal system for a customer service post (Grote 111). Retail customer support representative is expected to handle the customers issues related to the company. Based on the performance, the retail customer support representative would be appraised in a number of ways. Following an excellent job, the company, through the human resource department would appreciate the work done by retail support representative by offering one or combination of the following items or rewards. The person would be offered an award-winning training and competitive salary if he or she displayed high level of quality in key areas such as time consciousness, communication and presentation skills. The nature of appraisal would depend on the area(s) perfectly done (Grote 113). The employee who would display perfection in key areas such as time management or

Are humans sinful Research Paper Example | Topics and Well Written Essays - 1250 words

Are humans sinful - Research Paper Example Temptations have existed from the ancient times when the serpent had mischievously tricked Adam and Eve into disobeying God’s command that presented they refrain from the forbidden fruit. Humanity has since been plagued with faults and negligence to present their evil nature towards the society. Murders, robberies and fraud cases have been evident in various cases including the parables presented by Jesus Christ like in the good Samaritan. This has been the argument presented to deduce the true nature of humanity the motive to participate in committing evil that break the supreme law. The slow change from the pure soul is witnessed within the development stages of humanity. Although human beings appear pure when they are born, the seed of sin has been buried inside their mind for generations. Evil has been developed within the society to take effect within the activities performed by humanity and these are found within the law of the land. Jesus himself was crucified for the sins of man upon the rules that had been created by the sinful society. This was the example given in the presence of the ancient evil political regime that incriminated innocent people out of the interest to be gained to deliver selfish ambitions. John the Baptist had been murdered out of a corrupt political regime that was against Christianity. Without Christianity, humanity has been tempted into sin to break the law presented in the land. Humanity had been cursed after the events in the Garden of Eden when the seeds had been cast within the soul. Those who had gone against God’s commandments had been punished, like the Israelites on their pathway to the Promised Land. The prosperous have boasted of finding means to enrich their desires after applying the means to excel in harsh presentation s among the less fortunate. However, the Bible has been extended to explain that those without the

Performance Appraisal Essay Example | Topics and Well Written Essays - 500 words

Performance Appraisal - Essay Example During the process of appraisal, each employee performance is reviewed against the objectives and standards for the financial year as agreed at the previous appraisal meeting. It is very important for career and succession planning purposes for the employees, jobs that are crucial and for the entire organisation. Despite the fact that performance appraisal is mainly used for motivation of employees, it has a number of purposes which include: development of positive attitude towards work, behavior development, communication and alignment of employees and organization objectives and boosting the positive relationships between the employer and the employees (Grote 107). Each organization has its own performance appraisal system. This work would focus on the development of a performance appraisal system for the Verizon Wireless. As it would turn out later, the appraisal system depends on the kind and nature of the job being appraisal. Technical and complex jobs require more appraisals. In such cases, appraisal is mainly used to retain the employees. This paper would develop an appraisal system for a customer service post (Grote 111). Retail customer support representative is expected to handle the customers issues related to the company. Based on the performance, the retail customer support representative would be appraised in a number of ways. Following an excellent job, the company, through the human resource department would appreciate the work done by retail support representative by offering one or combination of the following items or rewards. The person would be offered an award-winning training and competitive salary if he or she displayed high level of quality in key areas such as time consciousness, communication and presentation skills. The nature of appraisal would depend on the area(s) perfectly done (Grote 113). The employee who would display perfection in key areas such as time management or

Miss Essay Example for Free

Miss Essay Evaluate United’s response to Dave Carroll’s music video. Did the airline handle the incident well? 3. In general, how should firms prepare for the challenges posed by user-generated content and social media? The â€Å"United breaks guitars† video went viral and has had over 7,000,000 views to date. Dave Carroll came up with his protest songs, he said, thinking what Michael Moore would have done, that is, create an instrument able to assemble the angry ones. A wonderful tool for consumer advocacy is a viral video because as said, chances are youre not the only one who is upset. After Dave Carrolls videos, United Airlines was inundated with additional complaints, so it happened that a traumatic experience for one flyer becomes a public relations disaster for United Airlines. United lately responded to Youtube videos, suffering the consequences of a stock price felt of 10%, costing stockholders about $180 million. When social media are involved the best response is the quickest response. United Airlines neglection in reacting caused an out of control media diffusion. United Airlines major error was not to pay attention to the previous incidents of people using social media to voice their frustration. Companies should understand the power of social media for customer interactions and monitor social media sites as part of their social media customer outreach and marketing efforts. A positive reaction of United would have been to use the incident as a positive PR opportunity to show off how they work positively with customers to solve problems. The lesson for any firms is.

Portrayal Of Women In Womens Fashion Magazine Advertisements Media Essay

Portrayal Of Women In Womens Fashion Magazine Advertisements Media Essay Considerable numbers of research and commentary have shown that there are differences in female and male portrayals in print advertisements which are not exactly similar to the reality (Davis, 1970; Douglas, 1976). Generally, they include negative representations of women which effects mostly the younger generations (Matlin, 1987). According to Bardwick (1967), since the 1960s, there have been growing concerns about the womens portrayal in the media. Furthermore, Rakow (1985) stated that there was a renaissance of womens movement created awareness to the portrayal of women in the media in 1960s. In advertisements, there is a tendency to portray women as sex or fashion objects and homemakers (Wortzel et al, 1974). These stereotypes mostly do not acknowledge women in work or that they can be more than homemakers or sex objects. Furthermore, it may be concluded that stereotypes still exists since then and seems to reflect what behaviours are acceptable in the society. Media can play an important part in societies. Perse (2001) illustrated the effects of media illustrated as `cognitive, affective or behavioural`. Similarly, Lippmann (1922) discovered that mass communication can also be foundation of people`s perspective of the world. Therefore, people may also acquire values, norms and customs through media, in our case stereotypes. Baker (1996) one said When experiential knowledge does not exist, we often assume that images we see in film reflect reality. Moreover, Lippmann (1922) presented stereotypes in his book `Public Opinion` while describing them as pictures in our heads which help us to understand the world. Similarly, Bootzin (1991) described stereotypes as mental symbols which illustrate different kinds of people. These include all the knowledge that people have or believe to be largely true. One of the most perplexing and complex issues currently facing advertisers is how best to portray women in advertising. Feminist critiques were mostly focuses on the limited and unrealistic portrayals of women such as being dependent on men or under representation of women with their careers (Courtney et al, 1983; Wolf, 1991). Other critics, on the other hand, focus on the sexual representation of women in advertisement which objectifies women to sell the product (Reichert et al, 2004; Ford, 2004; Lambiase, 2003). Moreover, there are further accusations towards the advertisers about the womens dependency to men and promoting about something called ideal beauty and the increase in the sexual portrayals. Since advertising is a powerful tool for creating and spreading cultural ideals, and people are exposed to it constantly, it is not surprising that advertisements are targeted to such comments. The reason why I chose this topic is both by personal interest and desire to analyse the eff ects of stereotyping in women magazines. This study will investigate the stereotypes which exist in todays world connected with women in fashion magazine advertisements and measures to what extend female students in UK associates themselves with these portrayals. 1.1. Research Background Advertising may have developed over time and became a tool for endorsing the consumerist society; however it is also a tool for exchange of meanings by using products and services in todays world. According to Pawlowski (2007), in the world of branding, products are representation of certain meanings or beliefs and consumers are purchasing them in the belief that they are actually buying into a lifestyle or an image. Womens fashion magazines have become a common advertising tool because up to 95 per cent of the space in the womens magazines filled with advertisements (McCracken, 1993). The power of magazines may be coming from the variety of interest and needs that people have. As a result, we can conclude that this has created a demand for magazines with different focuses, such as general interest, automobile, fashion or women. In addition, Sanders (1985) suggested that there are different buying behaviours and motivations among men and women. According to Calder (2003), magazines c an be considered as brands and concluded that they have apparent individual character profiles that audiences appreciate as well as matching these characteristics to their own. It has been suggested that young women choose to read womens fashion magazines to learn about style and beauty (Levine et al, 1996). Calders (2003) research about magazine readers experiences ranked the most important motivations which make people read magazines. Table 1. Motivations for Reading a Magazine 1. I get value for my time and money 2. I like it (i.e. negative correlation with It disappoints me) 3. It makes me smarter/cleverer 4. Its my personal timeout 5. I often reflect on it 6. The stories absorb me 7. I learn things first here 8. Its part of my routine 9. I find the magazine high-quality and sophisticated 10. I trust it 11. I feel good when I read it 12. Its relevant and useful to me 13. Its brief and easy for me to read 14. I build relationships by talking about and sharing it 15. I find unique and surprising things 16. It improves me, and helps me try new things 17. I save and refer to it 18. I keep or share articles 19. I think others in the household would enjoy the magazine 20. Its for people like me Source: Calder et al. (2003: 13) Furthermore, the same study also investigated womens attitudes to womens fashion magazines and discovered that 69% of women sees advertisements in magazines as a source of information and trust the advertisements in the magazine (Calder et al, 2003). 1.2. Research Objective Based on the literature, this research will try to answer the question of how do female students relate themselves to the portrayal of women in womens fashion magazine advertisements. This question is designed to fill a gap in literature which exists among the analysis of portrayals women in advertisements and if advertisements reflects the female students in the UK. The study is focused on UK; however there are referrals to researches from other countries where they discovered proofs of a kind which may not be applied in the UK. Main objective for this thesis is to answer the research question by analysing the aim and the effectiveness of advertisements and gender stereotypes, and responses of the participants. Structure of the Dissertation Chapter 1 starts with providing an introduction to the subject, briefly explains the reasons behind magazine advertising and presenting the research objective as well as describing the structure of dissertation. Chapter 2 discusses the previous studies related with the subject and reviews the concepts of advertising, gender, gender stereotypes, gender portrayals in advertisement and feminist critique. Chapter 3 introduces the method this research will adopt and explains the reasoning behind the selection while providing information about research process and data analysis. Chapter 4 reports the findings of focus group research and links the concepts to the theory. Chapter 5 presents the conclusion of the research in accordance to the analysis of the findings and discuss the implications and limitations to provide a direction for future researchers. Chapter 2 Literature Review 2.1. Introduction to Literature Many studies about advertising and consumer research analysed variety of reactions toward an advertisement (Derbaix, 1995; Sengupta et al, 2008). Similar to this case, researchers such as Goffman (1979), have investigated the gender representation in advertising, especially sexual representation of women different than men, researchers has tried to explore the responses of women as well as the effect. However, can women associates themselves to these representations? Do they perceive these images negatively or positively? According to Sengupta (2008), responses of men and women to the use of stereotypical portrayals in advertising, mainly the magazines, have hardly been explored. A relative research of womens magazine emphasising on sexuality could introduce new results, specifically if it illustrated womens perceptions in positive or negative light. This study will attempt to fill the gap in the literature with investigating these questions. Goffman (1979) defined advertisements as `commercial realism`, which means the portrayals are hyper ritualized and edited,  and Hammer (2009) suggested that advertisements are portraying the world `in ways that could be real`. On the other hand, Schudson (1984) said that abstraction which is not dependent of characteristics, associations or managing something as a concept, is vital in advertising in terms of meanings and aesthetic. This could mean that advertising relies on these meanings. Furthermore, designing a world in advertisements does not have to be real or purely fantasy which he defined as `capitalist realism`. In contrast, realism defined as a fact which characterizes a person, an object or a circumstance that is true or accurate. These two concepts, abstraction and reality, can be combined in advertisements. Advertisements may create a balance between different concepts; gender and sexuality seems to be more effective in our culture. According to Hammer (2009), advertisements are promoting the questions of gender and sex in a cultural discourse. These concepts will be analysed further in this research. Relevant analyses have provided an insight for the context of this analysis. It has been suggested that in terms of reaching the consumers, especially the younger generation, there has been a shift toward modern and innovative forms of marketing (Schmitt, 1999) such as social networks. However, rationality may not always be the case in advertising (Fill, 2009). The review of literature in this study has focused on these subjects; advertising as a form of communication and its affects to the society, existing stereotypes of women, the way advertising portrays women according to this stereotypes and the feminist critique. 2.2. Advertisements Advertising images are a central part of the experienced visual world. Reality and advertising do not constitute two separate spheres acting upon one another; advertising and the mass media contribute to the visual landscape that constructs reality. Schroeder et al, 1998 Advertising is a tool to form gender identities as well as culture. Likewise, McCracken (1987) explained that advertising is reflecting cultural values and presents them through media, and Kernan (1993) suggested that advertising mainly shapes the gender identity. According to Berger (2004), advertising can be regarded as a type of communication that is influential and effective which can also use sexploitation of the female body as an instrument. According to Wilson (1995), the beauty stereotypes were promoted in a sexual way through advertising media which has the motivation (profit), the means (media exposure) and the instruments (language and photos). Although these stereotypes can be considered as unrealistic, it is accessible to every woman. Furthermore, Pawlowski (2007) argues that these stereotypes have been created to maintain `dominant ideologies` for preserving commercial interest. On the other hand, Holbrook (1982) suggested that tangible benefits which describes utilitar ian meanings of goods and services also been widely used in advertising same as experiential perspectives which presents symbolic indications of subjective attributions. Similarly, according to Schroeder (1998), the visual images could create meanings to consumers in different ways. To create a relation between the images and meanings, Berger (1989) presented four processes: cause and effect, signification, resemblance and convention. Moreover, to create resemblance in targeted consumers mind, advertisers probably use `typical` people in advertisements. Schwartz (1974) discussed the aim of designing an advertisement. According to him, it is the creation of `pleasurable emotions` which will be prompt by the product in the market. He also said that `I do not care what number of people remember or get the message. I am concerned with how people are affected by the stimuli` (Schwartz, 1974). Davidson (1992) argued that advertisements in many womens magazines, aims to promote the idea of material needs and anxiety to women within the construction of the good life. He defines the idea of good life as a mythic world which contains perfect people enjoying numerous of product. Jhally (2000), on the other hand, claimed that these ideas are unattainable and advertising is not supposed to show how people should act but reflects how people desire; which is a paradox, because these unattainable desires are the reason why women are attracted to womens fashion magazines (Pawlowski, 2007). On the other hand, Brierly (1995) argues that advertising is about a form of fantasy and escapism which means that it does not describe the reality. Some contemporary advertisements does not even state the product or service such as Levi`s commercial `Kevin the Hamster` from 1988. The ad considered as one of most surreal ads ever which introduces a hamster running in his wheel named Kevin. In the end, the wheel breaks and Kevin dies of boredom. Until the Levi`s logo shows up, nobody knows what product or which brand was being promoted. Williamson (1978) explained that abstract connections can be made among lifestyles and brands that consumers transfer meanings in the advertisements onto the product. Cultural perceptions also dictate a prominence on the `intertextual nature` of advertisements and their correlation to the wider cultural discussion on gender identities and femininity (Sandikci, 1998). While the concepts are intertextual, which they are based on prior texts; meanings of ads are also connected with other cultural texts (Goldman, 1992). According to Sandikci (1998), this occurrence was mostly disregarded by many empirical researches about portrayal of women in advertising. Then again, women are constantly subjected to different kinds of images and portrayals of femininity. These portrayals are also taking place in other media forms and the effect of such exposure influences how any specific representation will be interpreted (Sandikci, 1998), which could mean that audiences may transfer meanings from one media form to another through these interpretations. On the other hand, some researchers proposed that there many possible reactions and women can actually resist or alter the meanings of these meanings (Davis et al, 1993; Wilson, 1985). The effect of advertisements in the society was mentioned in this research and similarly, Moschis (1978) explained that gender role portrayals in the ads are influencing self-concept, achievement aspiration and self-images of the members` in a society. Since the 1960s, gender stereotypes in advertising are subjected to many debates (Odekerken-Schroder et al, 2002). Furthermore, these portrayals appeared to be increased in many ways recently (Ferguson et al, 1990). 2.2.1. Sex in Advertisements Previous researches discovered that women are portrayed as `heterosexual masculine desire` in magazine ads (Reichert et al, 2004; Baker, 2005). Ford (2008) defined the gender portrayals and sexual practices as abnormal, pathologic, and deviant and associated them with the political economy and social culture. In the western cultures sex is a natural behaviour of a human biology but `normal gender roles, sexuality, and sexual practice` can be varied among cultures (Foucault, 1988). Furthermore, Rubin (1984) described sex as a natural force that exists prior to social life. On the other hand, Ford (2008) argued that gender and sexual norms shaped by ` material bodies` within the cultures which they exist. Similar to Foucault, Hofstede (1998) also suggested that the womens objectification and sexuality in magazines can be different based on cultural values and equality of the sexes. In advertising, the perception of sex sells is still widely popular (Reichert et al, 2004) and sex has been used extensively to sell more than just products. Ford (2008) explained that advertisers also promote trends, ideas and stereotypes which could mean that they can give sexual meanings, implicit or explicit, to every product as well as attracting consumers with the fantasy of sex. According to the study of Cosmopolitan Magazine, the idea of sexual freedom, lower political authoritarianism and using models from the western countries have caused more sexuality in magazine ads (Nelson et al, 2005). Based Lambiase`s (2003) research about erotic rhetoric in advertising in magazines, it can be concluded that these messages which are assembled visually are extremely persuasive. On the other hand, these researchers were only selected advertisements which include sexual contents that are not related to the products` attributes or usage; but it was found that these ads either implicitly o r explicitly offers the promise of sexual benefits (Liambiase et al, 2003). However, these analyses create more in depth understanding of the messages behind advertising visuals. Some researchers discovered that level of sexuality, in fact, increased over time (Pawlowski, 2007). Reichert (2004) measured the level of sexuality in magazine based on an extension of a research about advertisements in 1983 and 1993; analysed them from 2003 by using Goffmans coding analysis. This coding analysis includes five categories as relative size, function ranking, feminine touch, ritualization of subordination and licenced withdrawal (Goffman, 1976). Findings of the study revealed that women are still portrayed in the same stereotypes and being objectified; however the level of sexuality rose over time. According to Jacobsen (1995), sexual contents are being used more than before to reach consumers. Furthermore, it has been suggested that the degree of nakedness remained at the same level in the ads (Soley at al, 1986), number of models who are objectified sexually in the images increased over time. (Kilbourne (2005) argued that young and beautiful individuals are mostly po rtrayed as sexual objects and especially, young adolescents are exposed to these sexual images through the media. Furthermore, she concluded that it is not possible to measure the effects of these exposures. Particularly, products such as clothing or fragrance are advertised in more sexualised way due to their nature. (Reichert, 2004). 2.3. Research on Advertising and Gender Schroeder (1998) explained that in media images, social psychologists agree that there are differences in gender portrayals. According to Pollock (2001), visual images have a significant part in the creation of gender identities, which may not display the reality. Belkaoui (1976) suggested that previous empirical researches had been very limited with the purpose of portraying the role of women in advertisements and the changes in the view female roles. Similarly, Schroeder (1998) explained that the differences in male and female portrayals and their effects are being subjected to researches recently. In advertising, most of these differences can also affect the level of gender stereotyping of a given country. Although there are no such laws yet, EUs Womens Rights Committee and European Parliament suggested that any kind of gender stereotyping in the media should be banned (Rice, 2012). In addition, media researchers showed their concerns about stereotyping of women previously and som e of them approached to the subject empirically. 2.3.1 Advertisements, Arts and Gender In order to find out the presentation of women in advertisements, Schroeder (1998) analysed the relationship between arts, gender and advertising. He concluded that descriptions are the basic point of interpretation which both arts and advertising includes. It could mean that descriptive images such as a light, genre and subject are the basic point of interpretation. Advertising has also been described as ` aesthetic objects` (Schroeder, 2004). According to Lury (1996), consumption was `aestheticized` through fashion, style and incorporation of arts through the creativity inside the advertising campaigns. In addition, Schroeder (1998) suggested that advertising acquired some methods form art history, to portray the women and highlight the difference between genders. Schroeder (1998) suggested that representation of gender differences in arts involves the nudity, women in captivity, and portrayals of male leaders often with armours. According to Bohm-Duchen (1992), in terms of cultural standards about looks and attractiveness, female body is the main interest. Berger (1972) also highlighted the connection between art and advertisements. There is a similarity between women portrayal in arts and advertising; and Berger (1972) explained this theory by quoting from art history sources. He concluded that the way of seeing women and images which portrays them has not changed since then. Schroeder (1998) agrees Bohm-Duchen by suggesting that women are perceived ` voyeuristically` and being `fantasized`. In addition, women seem to be characterised in a passive way in both art and advertising. Berger (1972) concluded that women are portrayed different than men; the reason is not because of the difference between femininity and masculinity, but the main focus is to be appeal to male audience. It has been concluded that advertising uses many methods from art portray women and mostly, this supports the inequality between ge nders. 2.3.2. Gender Portrayals It has been suggested that gender role portrayals creates a problem when advertisers prefers to portray a woman (Whipple, 1985). According to Pawlowski (2007), advertising demonstrates a persons role in the society, especially when it comes to gender and sex; and depends onto the established representations of gender. In addition, advertising can also play an important role in shaping the perceptions of the society about gender. It was concluded in the study of Courtney and Lockeretzs (1971) about the portrayal of roles of women in women magazines that women have very limited roles in advertisements. Venkatesh (1994) investigated the perspectives of market researchers and customers about women. According to his research, women tend to be viewed as a wife, homemaker, hostess, mother, or a single girl preparatory to these roles (Davis, 1970). Similarly, Rajagopal (2002) explained that woman has one of three roles in their portrayal in advertisements which are not truly `represent women s diversity: sex or beauty symbol, mother and housewife. ` Furthermore, Scanzoni (1977) highlighted other roles of women outside the family; for instance, business woman or professional employee, which can be called social roles, were taken into little or no consideration. On the other hand, it was concluded that women are regularly be associated with two kinds of social representation; desirability and aggressiveness (Umiker-Sebeok 1981). Similar to Schroeder (1998), Linder (2004) have analysed the effects of gender roles in the media and concluded that stereotypes in gender portrayals are still applied in advertising even today. However, this is a startling outcome since there are social and cultural changes about womens status in the society since 1950s. On the other hand, especially womens fashion magazines such as Vogue, these changes have not been affected; since there are significantly higher amount of stereotypical portrayals. Furthermore, Linder (2004) concluded that stereotypical or sexualized representations are the key method of portraying women. `This portrayal of women as inferior and flawed is a necessity for the existence of a womens fashion magazines such as Vogue, which is primarily a means for advertising and selling products that are suggested to be a cure for womens feelings of inferiority and inappropriateness (Linder, 2004). This could justify the enduring stereotypes in womens fashion magazines throughout time. These unrealistic promises may create insecurities and inferiority complex. Goffman (1979) defines the representation of female body in fashion advertisements as `puckish styling` and explaining it as `a sort of body clowning`. However, MacCracken (1993) argues that these advertisements are within a `dominant moral order`. Although an advertisement sells an image or an idea, women should be able to choose what message they would like to give or how they would like to present themselves to the world. One of the criticisms is about the difference in genders portrayal in advertisements. Schroeder (1998) explained that non-verbal behaviours and abilities vary among genders. Gender representation in advertisements has been subjected to several studies. Rajagopal (2002) also studied the effects of advertisements on portraying different gender images. It has been found that there is a significant bias in representation of both genders. According to Milburn, Carney and Ramirez (2001), males are mainly more knowledgeable, active (such as running) and authoritative; o n the other hand females are more likely to be young and dressed in more revealing clothes and not very active as males (such as sitting). Goffman, in his book Gender Advertisement (1979), argued that `women are treated as children` in advertising. He explained that, in order to identify the difference between men and women in advertisements, parent-child relationship should be examined. In advertisements, men tend to be portrayed as the parent whereas women behave as a child. For instance, Goffman (1979) figured that, in ads, a men`s hands portrayed as strongly holding an item and has the power to manipulate it, while women`s hand is just touching the item and not have the full power to control it. Another example is, in many advertisements, women are mentally wandering away under the protection of a male or women appears in finger to mouth position which reminds a children`s behaviour. Another argument is, in magazine advertisements, womens body was shown more frequently than the images of mens body (Hall et al, 1994). Jung (2009) argued that these objectifications of women are connected with the gender stereotypes wh ich come from the womens portrayal in the media. Similar to Courtney and Lockeretz (1971), Goffman (1979) proposed that standards of femininity and masculinity have been created by the help of advertisements and explained the signs of gender stereotypes in advertising: women have less prestigious profession; men are in control of the situations and making eye contact with audiences while women looking at a distance place or a male model whom can protect her or simply drifting mentally; women self-touching herself which shows the female body as gentle and fragile whereas men grasp, shape or product an item. As a result, women seem to be perceived as objects that are desired by men and these stereotypes are emphasized on sexuality. Furthermore, these images of women body exists predominantly in womens fashion magazines (Ferguson et al, 1990). Evidently, there is a difference between womens sexual representation in contrast to men. Nevertheless, the degree of sexuality in womens magazi nes and consumers reaction has barely been studied (Pawlowski, 2007). Richins (1991) analysed the responses of female undergraduate students to models in ads and discovered that women are constantly compare their bodies with models which results in dissatisfaction of their physical experiences. Although, the aim of advertising is to sell the product; products becomes less effective to the desired appearance or audiences are not convinced enough to buy them (Thomas, 2000). Curry (1998) suggested that the ideals of beauty portrayed in the magazines are not attainable and some people think that these portrayals are not realistic. According to Whipple (1985), advertisers tend to ask the question of `What model- product pairings will be most effective in creating favourable consumer attitudes? ` He concluded that the choices are based on the attitude towards the appropriateness of the combinations and previous information about the target segment. As a result, stereotypes become an issue. For instance, men are be portrayed with electronics or automobiles wh ile women are being portrayed with household products (Aireck, 1982). Current studies suggest that female models shown in the advertisements started to embrace male roles such as being powerful and authoritarian (Schroeder, 1998). On the other hand, Stern (1994) discussed that these reversed roles are the result of a strategy, which is showing products more attractive and appeal to men. Moreover, it was indicated that women are more aware of the stereotypes in advertising than men (Odekerken-Schroder et al, 2002). On the other hand, Wortzel and Frisbie (1974) discovered that gender preferences are affected by the functions of a product rather than societies opinion. However, Sciglimpaglia (1979) argues that when womens role in a society is less traditional, criticism towards the current portrayal in advertising is higher. Society members` `self-image, achievement aspiration and self-concept` are influenced by these portrayals in advertisements (Moschis et al, 1998). Myers (1992) associated the ideal body image with the good life image which could drive people to pursue such images whether it is achievable or not. However, Patterson (2002) explained that the reliability of these images as a symbol of femininity is being questioned, if it could be transformed and reconstructed in order to represent the roles. The beauty portrayals have been idealised and exists for al l age demographics. Possibly, teenagers are more easily influenced age demographic and teenagers are possibly the most influenced demographic and older women seem to be kept in the side-line. On the other hand, some campaigns are using more realistic representations and challenging the stereotypes by ` celebrating the diverse, the healthy, the real, and the truly beautiful such as the Dove Campaign for Real Beauty (Patterson, 2006). The Dove ad campaign rejects the conventional beauty stereotypes and instead, shows women in many ages, sizes and shapes. According to Neff (2004), the campaign undermines the basic proposition of decades of beauty-care advertising. The ad campaign portrays average women with variety of images and asking rhetorical questions as wrinkled or wonderful? which is regarded as unattractive in contemporary advertising world. Examples of the ad campaign are shown below. http://1.bp.blogspot.com/-Tuh1CXp_vRM/TzRUfToFpAI/AAAAAAAAAE4/2iLCJqa_bLA/s1600/realcurves1.pnghttp://www.wonderbranding.com/wp-content/uploads/2011/03/dove_wideweb__430x327.jpg Schroeder (2004) concluded that advertising has function of spreading gender roles and setting identities, while Patterson (2002) explains gender as a dominant concept in advertising. Moreover, Myers (1992) suggested that creation and reinforcement of gender identities has been supported by advertising as well as broadcasting them. Similarly to the recent changes in advertising (Dove campaign or advocates in the EU Parliament), it has been suggested that there has been a substantial improvement in emphasizing womans expanding role as a working member of society (Wagner, 1973); especially with the influence of womens movement in the American society (Venkatesh, 1980). Especially in demographically varied womens magazines, higher female employments resulted in changes in the portrayal of women such as more professional, independent and confident images (Chafetz et al, 1993). As a result, it can be concluded that increasing number of women