My First Certificate Course Of Computer Science - 806 Words

STATEMENT OF PURPOSE The computer technology has ushered in a revolution that is unprecedented in its sweep. Its effect on the everyday lives of ordinary people has been phenomenal. Right from the super satellite control stations to the grocer’s shop, the multinational company and the busy kitchen in the home this technology is all pervasive, all consuming. This is what makes it one of the most challenging fields as it not only meets needs but has the power to create new needs, rules and total environments of its own. I completed my first certificate course in computers in 1995, it was on GWBASIC language. Since then, computers became a curiosity for me. Due to financial problems at home back then, I could not take admission in an undergraduate course of computer engineering. Therefore, I joined Bachelor of Science degree (B.Sc.) course with major in Physics, Chemistry, and Mathematics. In the second year of graduation, I decided to take admission in Master degree course in Computer Science (MCA). MCA is a three-year rigorous course that specializes in computer science. During MCA, subjects like Discrete Mathematics, C programming, OOPS and C++, Operating Systems, Numerical Methods, Software Engineering, Databases etc. were my area of focus. The last semester of MCA was internship program with sumIT Infosoft P Ltd, where I developed a web-based bidding system for one of the clients. Here, I got real exposure to the world of software. The internship program helped me toShow MoreRelatedA Statement of Purpose: Computer Science Essay545 Words   |  3 PagesStatement of Purpose Course applied: Computer Science My passion for Computers developed when my fingers felt the first touch of it. The abstruse world of computers fascinated me to penetrate the technology and learn more about it, when I was in my 6th grade. The passion for this ever changing technology of computers enthralled me to take up graduation in Computer Science, further to go for research in this stream. My ambition towards this subject andRead MoreComputer Science Sop1317 Words   |  6 Pagescareer in engineering. In Computers, the tremendous scope for research, whose application potential could provide tremendous productivity gains, has always fascinated me. As a student in the final year of undergraduate study for a Bachelor of Engineering degree in Computer Science Engineering, I look to graduate studies to refine my knowledge and skills in my areas of interest. My strong academic record provides the foundation for the work I hope to do. During my schooling, I enrolled at theRead More My personal Goals Essay882 Words   |  4 Pagesthat I want to achieve as a student of the University of Phoenix are in the education and career areas of my life. 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Working on computers from years, I believe that I have been gifted Computer Science and I choose it not just as my career path but also as a lifelong passion. Now it’s the right time for me to use the knowledge acquired from experience to pursue Global Master’s degree in Computer Science. This will be a major step towards my aspiration of making significant contributions to activeRead MoreWhen I go back in time, the images that make the fondest memories of my childhood are primarily600 Words   |  3 Pagesback in time, the images that make the fond est memories of my childhood are primarily the ones related to computers. While I was growing up, I spent a good amount of time learning new things about computers through whatever source I could. What started as a leisure pursuit soon turned into passion, and when the time came to choose my subject for pre-university, computer was my first choice. 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History of Accounting Free Essays

Accounting has a history that is usually discussed in terms of one seminal event- the invention and dissemination of the double entry bookkeeping processes. Paul Garner and Atsuo Tsuji (1995) report that the first printed treatise of bookkeeping in the world is the Summa de Arithemetica, Geometria, Proportioni et Proportionalita written by Luca Pacioli. The treatise was published in Venice in 1494, and was reprinted at Toscolano in 1523. We will write a custom essay sample on History of Accounting or any similar topic only for you Order Now This work is one of the most important books on mathematics and has had an enormous impact on the field of accounting ever since. The Treatise 11 of Section 9 of this book – that is, â€Å"particulars de Coputis et Scripturis,† is a treatise about double entry bookkeeping. The system of bookkeeping that Luca Pacioli described first introduced the practice and theory that had developed in commercial cities in Italy, particularly in Venice. Pacioli wrote in the first chapter of his treatise, â€Å"We will here adopt the method employed in Venice which among others is certainly to be recommended, for with it one can carry with any other method†. Pacioli was born in Borgo San Sepolcro, lived in Venice and became the tutor of the three sons of a rich merchant, Antonio de Rompiasi. It seems that he could have had the chance to see the account books of the Venetian merchants and to study the method of double entry bookkeeping in Venice. The bookkeeping system that Luca Pacioli has several distinct characteristics: 1. Pacioli wrote that there are three things needed by one who wished to carry on business diligently. The most important of these is cash or any other substantial power. The second is a good accountant and a sharp bookkeeper. The third is good order in order to arrange all business to debit and credit. 2. Pacioli explained the opening inventory, but he did not describe the closing inventory. 3. Pacioli’s account book system is three account books- that is, a day book. The day book is the first book, the journal is the second book and the ledger is the third book. Pacioli thought of the day book as the formal account book, because he wrote that the day book must be presented to a certain mercantile office. 4. All things pertaining to a transaction must be written in the day book, without omission. Pacioli wrote that no point must be omitted in the day book. 5. Pacioli described debit and credit- that is, â€Å"per† and â€Å"A† in the journal, and â€Å"die have re† in the ledger. However, any view of accounting history that begins with Luca Pacioli’s contributions will overlook a long evolution of accounting systems in ancient and medieval times. In attempting to explain why double entry bookkeeping developed in 15th century Italy instead of ancient Greece or Rome, accounting scholar A. C. Littleton describes seven â€Å"key ingredients† which led to its creation. -Private Property: The power to change ownership, because bookkeeping is concerned with recording the facts about property rights. -Capital: Wealth productively employed, because otherwise commerce would be trivial and credit would not exist. -Commerce: The interchange of goods on a widespread level, because purely local trading in small volume would not create the sort of press of business needed to spur the creation of an organized system to replace the existing hodgepodge of record-keeping. -Credit: The present use of future goods, because there would have been little impetus to record transactions completed on the spot. – Writing: A mechanism for making a permanent record in a common language, given the limits of human memory. – Money: The â€Å"common denominator† for exchange, since there is no need for bookkeeping except as it reduces transactions to a set of monetary values. – Arithmetic: A method of computing the monetary details of the deal. Many of these factors did not exist in ancient times, but, until the Middle Ages, they were not found together in a form and strength necessary to push man to the innovation of double entry. Writing, for example, is as old as civilization itself, but arithmetic- the systematic manipulation of number symbols- was really not a tool possessed by the ancients. Rather, the persistent use of Roman numerals for financial transactions long after the introduction of Arabic numeration appears to have constrained the earlier creation of double-entry systems. How to cite History of Accounting, Essay examples

Popular Kinds of Music free essay sample

It was extremely high worldwide since 1 sass. The sound of rock music often revolves around the electric guitar or acoustic guitar and it uses a strong back beat laid down by a rhythm section of electric bass guitar,drums and keyboard instruments such as organ and piano. Typically,rock is song-based music usually with a 4/4 time signature utilizing a verse-chorus form and the lyrics not only stress romantic love but also address a wide variety of other themes which are social and political in emphasis.Moreover,starting from the late 1 sass which referred to as the golden age period of rock music,lots of distinct rock music submerges had emerged ouch as heavy metal,alternative rock and rap rock which is also very popular in teenagers group nowadays. The first submerge is heavy metal which was emphasized volume,power and speed. It developed in the late sass and early sass,largely in the United Kingdom and United States. Moreover,starting from the late asses which referred to as the golden age period of rock music. Tots of distinct rock music submerges had emerged such as heavy metal,alternative rock and rap rock which is also very popular in teenagers group nowadays. The first submerge Is heavy metal which was emphasized volume,power and speed. It developed in the late asses and early asses,largely in the United Kingdom and United States. When asked what heavy metal music would be,many may says it is very noisy. However,the true Is heavy metal Is not only overall loudness but with a solos and emphatic beats. The typical instrumental electric locals and keyboards.And there are many famous metal music bands in the late asses and early asses. For example,Led Zeppelin,Black Sabbath and Deep Purple Inch were the pioneer of the heavy metal music and brought the heavy metal music to the mainstream successfully. The second submerge is alternative rock which emerged from the independent music underground of the asses and became widely popular in the asses. It came of punk rock,hardcore punk and new wave. Although alternative rock music seemed to not fitting into the mainstream genres of music in the past,it linked by the collective punk rock through hardcore,new wave or the post-punk movements. The typical instruments are vocals,electric guitar,bass,drums and keyboards. To understand more bout alternative rock music,it is important to know this two bands in the asses Inch is R. E. M. And The Smiths. The former is an American alternative rock band and the latter is a British alternative rock band. Both R. E. M. And The Smiths achieved mainstream success,but despite a lack of spectacular album sales,they exerted a considerable influence on the generation of musicians who came of age in the asses and ended up breaking through to mainstream success in the asses.The third submerge is rap rock which is a cross-genre fusing vocal and instrumental elements of hip hop with various forms of rock. At first,rap rock music did not fit into underground in asses,moderate in early asses,and finally gained much mainstream success in the mid to late asses. Rap rock music are described as having big,lurching beats and heavy riffs. The most special characteristic is that it occasionally sound as the riffs were merely overdubbed over scratching and beat box beats. In addition to the characteristics above,another obvious characteristic is having a more organic sound.And it is no doubt that characterizing many songs in the genre as rock songs Inch the vocals were rapped rather than sung. The typical instruments are rapping, locals,electric guitar,bass guitar,drums,turntables,sampler,synthesizer and keyboard. There are lots of successful band which create rap rock music,but it is widely gown that Link Park is the most famous and successful rap rock band. Part of the ;explanation for this is that Link Park is not only create rap rock music but mixing Ninth many new elements into their songs such as alternative metal,nu metal and punk rock.Another equally popular kind of music is electronic music which employs electronic musical instruments and electronic music technology in its production. It became popularization from asses to early asses because many pop and rock musicians,including The Beach Boys and The Battles,began to use electronic instrum ents,like the therein and Maelstrom to supplement and define their sound the late asses. Generally,there is a distinction that can be made between sound produced using electromechanical means and that produced using electronic the electric guitar.Nowadays,electronic music includes many varieties and ranges from experimental art music to popular forms such as electronic dance music. Also, Ninth the accessible and advanced of computer technology and music software,the interaction with music production technology is now possible using means that bear no relationship to traditional musical performance practices. For instance,laptop performance and live coding . Len general,the term Live PA refers to any live performance of electronic music,whether with laptops,synthesizers or other devices.Finally,RB music which means rhythm and blues is a genre of popular African- American music that originated in the asses. The music style is mixing with electric blues,as well as gospel and soul music. The typical instruments era drum kit,double guitar,vocals and background vocalists. In the asses,two newer style of RB developed which is contemporary RB and smooth Jazz. The first one is contemporary RB which combines elements of rhythm and blues, and hip hop. It was moderate developing since asses and became Normalized in the asses.When talking about the style of Contemporary RB music,many may says that it has a polished record production style,drum machine- backed rhythms,an occasional saxophone-laced beat to give a Jazz feel and a smooth, lush style of vocal arrangement. The typical instruments are synthesizers,keyboard, drum machine and vocal. And there are lots of vocalists are often known for their use of Melissa,popularized by vocalists such as Michael Jackson,Steve Wonder,Whitney Houston and Maria Carrey. RB,funk,rock and pop music styles.It can be traced to at least the late asses and developed from asses to present in United States. In general,a smooth Jazz track is downtrend which is the most widely played tracks are in the 90-105 BPML range, layering a lead,melody-playing instrument such as saxophones,especially soprano and tenor are the most popular. The typical instruments are guitar saxophone,bass guitar, piano,trumpet,flute,drums and synthesizers. And there are many smooth Jazz groups or recording artists tend to play their instruments in a melodic fashion such that they are recognizable within Just a few measures.For example,the famous saxophonists Kenny G. Finally,these three kinds of music-?rock music,electronic music and RB music are Just few kinds of the popular music that teenagers love. To me,no matter what different kinds of music,they all is a universal language which inspires common human feelings and bridges gaps between cultures that spoken languages can not. Music makes one that bring people together and create universal community.

Jazz Music- The Roots Of Our Everyday Life Essays (667 words)

Jazz Music- The Roots Of Our Everyday Life What is Jazz? According to the dictionary, jazz is defined as, ?A kind of syncopated, highly rhythmic music originated by Southern blacks in the late 19th century? (?Jazz? 232). But, everyone should at least agree that jazz is the mother of all music, and is referred to as the only art form originating in the United States (?History 101? 2). America was home to immigrants from all over Europe and beyond who wished to build a new life, or just needed to escape from the old. These people, often thought of as second-class, brought their culture with them to America, expressed it musically, and changed the music world as we know it today. Most early jazz was played in small marching bands or by solo pianists. Besides ragtime and marches, the repertoire included hymns, spirituals, and blues. The bands played this music at picnics, weddings, parades, and funerals. Characteristically, the bands played hymns on the way to funerals and lively marches on the way back. Although blues and ragtime had arisen independently of jazz, and continued to exist alongside it, these genres influenced the style and forms of jazz and provided important vehicles for jazz improvisation. Around the turn of the 20th century, the earliest fully documented jazz style emerged, centered in New Orleans, Louisiana. This city is often called the ?cradle of jazz? (?History 101? 3). In this style, the trumpet carried the melody, the clarinet played showy countermelodies, and the trombone played rhythmic slides and sounded the root notes of chords or simple harmony. Below this basic trio, the tuba or string bass provided a bass line and drums the rhythmic accompaniment. New Orleans jazz was just the beginning of an entire sweep across the county. The first true virtuoso soloist of jazz was Louis Armstrong. He was a dazzling improviser, technically, emotionally, and intellectually. He changed the format of jazz by bringing the soloist to the forefront, and in his recording groups, the ?Hot Five? and the ?Hot Seven? (Porter 2), demonstrated that jazz improvisation could go far beyond simply ornamenting the melody. He became the first well known male jazz singer, and also set standards for all later jazz singers, by creating scat singing: singing meaningless syllables instead of words, not unlike instrumental improvisation. During the 1920s, large groups of jazz musicians began to play together, forming the big bands that became so popular in the 1930s and early 1940s, (the swing era). The development of the big band can be majorly credited to the achievement of Duke Ellington and his revolutionary song, ?It Don't Mean a Thing If It Ain't Got That Swing? (?Jazz Music? 54). This soon became the new word for music played with a happy, relaxed beat. A new style also started in the early 1940's when a group of musicians started experimenting with more complicated chord patterns and melodic ideas. This group included trumpeter Dizzy Gillespie, alto saxophonist Charlie Parker, and pianists Thelonious Monk and Bud Powell. This new approach became known as bebop, or bop. Most bop musicians had exceptional techniques that enabled them to play long, dazzling phrases with many notes. In the 1940's and 1950's, jazz began to lose its reputation as a ?lowdown? music, and gained acceptance among intellectuals and college students. Jazz concerts became popular. Duke Ellington and other big band leaders gave many concerts, and a group of improvising musicians made a series of nationwide tours called ?Jazz at the Philharmonic? (?Jazz Music? 56). Jazz music was revolutionary and is still changing and improving, even today. The music world today would not be the same without the influence of these amazing and breathtaking musicians. Bibliography ?History 101.? Jazz Central: The true home of jazz. Jul. 1998. 1-4. ?Jazz.? Webster's New World Dictionary. Cleveland, OH: Simon and Schuster, Inc., 1989. 232. ?Jazz Music.? The World Book Encyclopedia. 1974 ed. Porter, Lewis. ?Jazz.? The 1998 Microsoft Encarta Encyclopedia. Aug. 1997. 1-12. Music

Pontiac Native Americans Essays

Pontiac Native Americans Essays Pontiac Native Americans Essay Pontiac Native Americans Essay Ashley Alfalfa Connection with the Great Spirit Pontiac was a Native American born to the Ottawa tribe and allied with the French. Being during this time the invasions of land by others was very popular; the thoughts of being conquered were always in the back of Native Americans minds. Once the British came and took over Pontiac land in modern day Detroit, he decided to go on the conquest to look for this Great Spirit. How can you hope, encumbered as you are, to succeed in your design? Go down to the foot of the mountain, throw away your gun, your ammunition, your provisions, and your clothing; wash yourself in he stream which flows there, and you will then be prepared to stand before the Mast of Life. This quote is related too religious view of finding the Great Spirit and the way to God. It will allow Pontiac to find himself again as a Native American and bring back the knowledge to all his tribe to rekindle the idea of their lives before the Europeans had entered their land. L am the Maker of heaven and earth, the trees, lakes, rivers, and all things else. I am the Maker of mankind; and because I love you, you must do my will. The land on which you live I have made for you, and not for there. This is the explanation of Pontiac connection and meeting of the Great Spirit. He connects with this entity and really finds his way of life. In relation it is the same connection as Moses had with God. We publish Pontiac speech on the assumption- a guess, to be sure tha t there is a strong likelihood that we spoke words to this effect on the basis of his knowledge of the Delaware prophet. This here states that the speech provided in this anthology was an assumption of Pontiac words, which makes for an interesting debate on if this is Just an European depiction f how things were said to embed the ideas of Christianity into the minds of Native Americans through their own people. Most Native American stories are unwritten and Just verbally transmitted through generations. With this maybe the idea of a higher entity to bring Natives back to their own ways of life was Just a secret way of getting them to convert into the Christian way of life through their own stories. Later on in the speech Pontiac tells of these tablets that were show to him to bring back to his people as a guideline to a way of life. This right here is a big red flag to indicate the Ten Commandments and the way of right and wrong in the ways one should live. His spreading of this would be an easy transition for the Natives to convert into Christianity and the way of the European life style to be inflicted to the Natives at an early stage and slowly fed to them so when it came to introducing them to this new way of life and religion they would have similar beliefs and it wouldnt be as much of a transition Just a different view of how the morals are being told. Pontiac Native Americans By syllabifies

Examining the Pros and Cons of Standardized Testing

Examining the Pros and Cons of Standardized Testing Like many issues in public education, standardized testing can be a controversial topic among parents, teachers, and voters. Many people say standardized testing provides an accurate measurement of student performance and teacher effectiveness. Others say such a one-size-fits-all approach to assessing academic achievement can be inflexible or even biased. Regardless of the diversity of opinion, there are some common arguments for and against standardized testing in the classroom. Standardized Testing Pros Proponents of standardized testing say that it is the best means of comparing data from a diverse population, allowing educators to digest large amounts of information quickly. They argue that: Its accountable.  Probably the greatest benefit of standardized testing is that educators and schools are responsible for teaching students what they are required to know for these standardized tests. This is mostly because these scores become public record, and teachers and schools that don’t perform up to par can come under intense examination. This scrutiny can lead to the loss of jobs. In some cases, a school can be closed or taken over by the state. Its analytical.  Without standardized testing, this comparison would not be possible. Public school students in Texas, for example, are required to take standardized tests, allowing test data from Amarillo to be compared to scores in Dallas. Being able to accurately analyze data is a primary reason that many states have adopted the Common Core state standards. Its structured.  Standardized testing is accompanied by a set of established standards or an instructional framework to guide classroom learning and test preparation. This incremental approach creates benchmarks to measure student progress over time. Its objective.  Standardized tests are often scored by computers or by people who do not directly know the student to remove the chance that bias would affect the scoring. Tests are also developed by experts, and each question undergoes an intense process to ensure its validity- that it properly assesses the content- and its reliability, which means that the question tests consistently over time. Its granular.  The data generated by testing can be organized according to established criteria or factors, such as ethnicity, socioeconomic status, and special needs. This approach provides schools with data to develop targeted programs and services for improving student performance. Standardized Testing Cons Opponents of standardized testing say educators have become too fixated on scores and preparing for these exams. Some of the most common arguments against testing are: Its inflexible.  Some students may excel in the classroom yet not perform well on a standardized test because theyre unfamiliar with the format or develop test anxiety. Family strife, mental and physical health issues, and language barriers can all affect a students test score. But standardized tests dont allow personal factors to be taken into consideration. Its a waste of time.  Standardized testing causes many teachers to teach to the tests, meaning they only spend instructional time on material that will appear on the test. Opponents say this practice lacks creativity and can hinder a student’s overall learning potential. It cant measure true progress.  Standardized testing only evaluates one-time performance instead of a students progress and proficiency over time. Many would argue that teacher and student performance should be evaluated for growth over the course of the year instead of one single test. Its stressful.  Teachers and students alike feel test stress. For educators, poor student performance may result in a loss of funding and teachers being fired. For students, a bad test score may mean missing out on admission to the college of their choice or even being held back. In Oklahoma, for example, high school students  must pass four standardized tests  in order to graduate, regardless of their GPA. (The state gives seven standardized  end-of-instruction (EOI) exams in Algebra I, Algebra II, English II, English III, Biology I, geometry and U.S. history. Students  who fail to pass at least four of these exams  can’t get a high school diploma.) Its political.  With public and charter schools both competing for the same public funds, politicians and educators have come to rely even more on standardized test scores. Some opponents of testing argue that low-performing schools are unfairly targeted by politicians who use academic performance as an excuse to further their own agendas.

Principles that teacher use in helping african american english Assignment

Principles that teacher use in helping african american english speaking student to become bidialectal - Assignment Example In order to learn and work well in America, this group is required to learn the standard American English that cuts across all cultures. There are guiding principles of teaching African American English speaking people to become bi-dialectal. The core principle to teaching them Standard English is combining culture, language, and literacy. Standard English should be taught as a second language and not taken as correcting or eroding the native language (Perry and Delpit 80). In order for the learners to appreciate the language, their culture must be studied and encompassed into the curriculum. This would produce a culturally responsive, appropriate, and relevant system of Education (Alim and Baugh 24). Educators that have attempted to teach Standard English to Ebonics as correcting the shortcomings of their native language either have failed to improve the Standard English speaking capability of this group or have achieved very little. In some cases, Blacks have dropped out of the sys tem in protest of the lack of recognition or respect for their culture. By studying the culture/language of the American blacks the following can be taken as guiding principles of teaching them Standard English (Hudley, Charity Ann and Mallinson 70-90). Development of Sensitivity of Rhymes For young learners, teachers can aid them practice nursery rhymes and games, such as hand clapping. To be able to appreciate both Standard English and the local dialect, they should rhyme in both dialects. Teachers may examine the rhyming differences that learners hear and use to increase their sensitivity to sound patterns and become acquainted with the linguistics. In the case of learners in higher grades, teachers may impart the rhyme sensitivity by introducing word games and some aspects of verbal play into the classroom. This should be done both in Standard and African American English. Students can also learn rhyming through composing poems and lyrics, analyzing them and writing reviews (Ali m and Baugh 19). Students should be allowed to compose songs in their dialect especially in hip hop style they are famously known of. They should recite these in front of the class. Learners should then discuss how words that rhyme in their native dialect are similar or different from those of the Standard English. They should also be encouraged to write reviews of songs or poems and take note of instances where the composer used Standard English or African American English. The exercise of composing, analyzing, and writing reviews of songs and poetry enhance knowledge, rhyme sensitivity, and word formation. In a nut shell the teacher is encouraging learners to express themselves both in their native language and the Standard English in order to develop language flexibility. Teachers can also come up with mechanisms that allow learners to compare and contrast lyrics/poems composed in different dialects including their own. Students should keenly explore the styles in the different p oems and also note the advantages and disadvantages of each style. By comparing and contrasting different styles, they appreciate the importance of each dialect and will be encouraged to learn the Standard English because they are aware that their dialect is also recognized alongside the Standard English. Grammar The use of ‘ain’t’ in African American English: - The African American English has phrases that are commonly used that are viewed by the rules of Standard English

Customer Accomodation Essay Example | Topics and Well Written Essays - 1250 words

Customer Accomodation - Essay Example The Channel on the right shows how the Map stocks move from the print planning to the Printing lines, the printed maps move to the Bulk store. Broken down orders are then taken to the Picking area. The channel on the left displays how the customers' orders and trade orders meet up with the Moulin inventory control system. The system is in constant communication with the right hand side channel making sure there is enough stock in place. Through a bar coding system, using hand held scanners, Moulin automatically finds the requested orders in the Bulk store, a picker then brings it down to the picking line. The goods are then packed and dispatched using a contracted logistics service provider. The movement of goods within CSF have both a manual and an automated system working together to produce maximum output. The printing department has the most activity, as much as 4 hours can be spent on setting up just one machine with the majority of time spent on configuring the plates and adjusting the colours. Once set up, the printing machines work two seven-hour shifts, each producing as much as 8000 maps per hour. The company has four printers with two different printing machines, Alpha and Beta. The Alpha machines are older and less efficient, with almost twice as much time needed for set up whilst, only producing half as much output compared with the Beta machine. (Johnston et al, 2003:170). CSF has two fairly distinctive levels of demand. The first is a lower level, where monthly sales volume accounts for only 5% and 7% of the annual total and a second, higher level of demand shows monthly sales of 9% and 11% of the annual total. The planning procedures department use as much as 12 months lead time in preparation for new maps and stock replenishment. The team determine the need for placing a map (stock) on the printing schedule as much as 6 months in advance. They aim to deliver a batch of printed maps to the Bulk store 3 months before stock is projected to run out. Holding 12 months of inventory can be expensive. Warehousing for storage including rent and utilities, Insurance and taxes on inventory finance for the stock, and stock lossage due to shrinkage/deterioration are just a few costs for holding inventory over a long period. Inventory optimization www.sap.com Accessed 2.1.2007 Moving over to the left channel of figure 1 we see more activity coming in from customers and trade orders. CSF aim to have dispatched the customers order within three to four days of receipt, with an 88% performance target regularly being exceeded. Only over the busy Easter months have CSF had problems with delivery times, this was mainly due to their contract logistics service provider. CSF should have forecasted from previous years that Easter was the busiest time and so they should have hired more transport through their logistics providers. The company uses an Electronic Data Interchange (EDI) for their customers to place orders. Only 50%-60% of the orders are EDI with the remaining orders being keyed in to Moulin by hand. This process is slow, not cost effective and can generate errors. Use of this channel is limited to a small amount of CSF's largest customers. Here I think is CSF's biggest downfall. According to Stock, If the

Indian Business Environment Essay Example for Free

Indian Business Environment Essay Abstract One of the major objectives of Indian banking sector reforms was to encourage operational self-sufficiency, flexibility and competition in the system and to increase the banking standards in India to the international best practices. The second phase of reforms began in 1997 with aim to reorganization measures, human capital development, technological up-gradation, structural development which helped them for achieving universal benchmarks in terms of prudential norms and pre-eminent practices. This paper seeks to determine the impact of various market and regulatory initiatives on efficiency improvements of Indian banks. Efficiency of firm is measured in terms of its relative performance that is, efficiency of a firm relative to the efficiencies of firms in a sample. Data Envelopment Analysis (DEA) has used to identify banks that are on the output frontier given the various inputs at their disposal. The present study is confined only to the Constant-Return-to-Scale (CRS) assumption of decision making units (DMUs). Variable returns to scale (VRS) assumption for estimating the efficiency was not attempted. It was found from the results that national banks, new private banks and foreign banks have showed high efficiency over a period time than remaining banks. II. Reforms and Banking system In the post liberalization-era, Reserve Bank of India (RBI) has initiated quite a few measures to ensure safety and consistency of the banking system in the country and at the same point in time to support banks to play an effective role in accelerating the economic growth process. One of the major objectives of Indian banking sector reforms was to encourage operational self-sufficiency, flexibility and competition in the system and to increase the banking standards in India to the international best practices 4. Although the Indian banks have contributed much in the Indian economy, certain weaknesses, i.e. turn down in efficiency and erosion in profitability had developed in the system, observance in view these conditions, the Committee on Financial System(CFS) was lay down. Reserve Bank of India has implemented banking sector reforms in two phases. The first reform focused on introduction of several prudential norms, major changes in the policy framework, and formation of competiti ve atmosphere. The second phase of reforms began in 1997 with aim to reorganization measures, human capital development, technological up-gradation, structural development which helped them for achieving universal benchmarks in terms of prudential norms and pre-eminent practices. The Financial sector reforms were undertaken in 1992 based on the recommendations of the CFS. Later, The Narsimham Committee has provided the proposal for reforming the financial sector. The committee also argued that ‘economic reforms in the real sector of economy will, however, fail to realize their full potential without a parallel reform of the financial sector. It focused on several issues like, releasing of more funds to banks, deregulation in interest rates, capital adequacy, income recognition, disclosures and transparency norms etc. However, financial sector reforms focused on improving the competitive efficiency of the banking system. The financial reform process has commenced since 1991 which was made the banking sector healthy, sound, well- capitalized and become competitive. The competitive pressures to improve efficiency in the banking sector has resulted in a switch from traditional paper based banking to electronic banking, use information technology and shift of emphasis from brick and mortar banking to use of ATMs. INDIAN BUSINESS ENVIRONMENT IN BANKING INDUSTRY Indian banking industry, the backbone of the country’s economy, has always played a key role in prevention the economic catastrophe from reaching terrible volume in the country. It has achieved enormous appreciation for its strength, particularly in the wake of the worldwide economic disasters, which pressed its worldwide counterparts to the edge of fall down. If we compare the business of top three banks in total assets and in terms of return on assets, the Indian banking system is among the healthier performers in the world. This sector is tremendously competitive and recorded as growing in the right trend (Ram Mohan, 2008). Indian banking industry has increased its total assets more than five times between March 2000 aThe overall development has been lucrative with enhancement in banking industry efficiency and productivity. It should be underlined here is financial turmoil which hit the western economies in 2008 and the distress effect widened to the majority of the other countries but Indian banking system survived with the distress and showed the stable performance. Indian banks have remained flexible even throughout the height of the sub-prime catastrophe and the subsequent financial turmoil. The Indian banking industry is measured as a flourishing and the secure in the banking world. The country’s economy growth rate by over 9 percent since last several years and that has made it regarded as the next economic power in the worldnd March 2010, The Indian banking industry is measured as a flourishing and the secure in the banking world. The country’s economy growth rate by over 9 percent since last several years and that has made it regarded as the next economic power in the world. Our banking industry is a mixture of public, private and foreign ownerships. The major dominance of commercial banks can be easily found in Indian banking, although the co-operative and regional rural banks have little business segmentIn the post liberalization-era, Reserve Bank of India (RBI) has initiated quite a few measures to ensure safety and consis tency of the banking system in the country and at the same point in time to support banks to play an effective role in accelerating the economic growth process. One of the major objectives of Indian banking sector reforms was to encourage operational self-sufficiency, flexibility and competition in the system and to increase the banking standards in India to the international best practices. Although the Indian banks have contributed much in the Indian economy, certain weaknesses, i.e. turn down in efficiency and erosion in profitability had developed in the system, observance in view these conditions, the Committee on Financial System. Reserve Bank of India has implemented banking sector reforms in two phases. The first reform focused on introduction of several prudential norms, major changes in the policy framework, and formation of competitive atmosphere. The second phase of reforms began in 1997 with aim to reorganization measures, human capital development, technological up-gradation, structural development which helped them for achieving universal benchmarks in terms of prudential norms and pre-eminent practices. The Financial sector reforms were undertaken in 1992 based on the recommendations of the CFS. Later, The Narsimham Committee has provided the proposal for reforming the financial sector. The committee also argued that ‘economic reforms in the real sector of economy will, however, fail to realize their full potential without a parallel reform of the financial sector. It focused on several issues like, releasing of more funds to banks, deregulation in interest rates, capital adequacy, income recognition, disclosures and transparency norms etc. However, financial sector reforms focused on improving the competitive efficiency of the banking system. The financial reform process has commenced since 1991 which was made the banking sector healthy, sound, well- capitalized and become competitive. (CFS) was lay down. Liberalisation of India’s banking sector †¢ Liberalisation of India’s banking sector begun since 1992, following the Narasimhan Committee’s Report (December 1991) †¢ Important recommendations of the Committee were – [i] reduction of statutory pre-emptions (SLR and CRR) [ii] deregulation of the interest rates [iii] opening up the sector to foreign and domestic private banks [iv] adoption of prudential regulations relating to capital adequacy, asset classiï ¬ cation and provisioning standards Service firms such as ITC Hotels and ANZ Grindlays Bank found direct marketing very effective in retailing customers and weathering competition. †¢ The Indian banking system is growing in a robust manner. †¢ The Indian banking system complies with international standards of prudential regulation. †¢ The Indian banking system is opening up for entry of foreign banks. †¢ Despite the growth, Indian banking system is not entirely inclusive. †¢ There is good opportunities for the banking industry – domestic and foreign – for expansion to ï ¬ ll the gap. A decade after the Narasimham report was published and in the light of new challenges from the norms laid down by the WTO and Basel II, it is imperative to have a close look at the performance of banks in the last decade or so to assess the success of the reform process. INDIA inherited a very weak banking system following Independence. However, the nationalisation programme (1969) helped this sector achieve remarkable success in many respects. The stability among depositors, penetration into rural India and the consequent reduction in poverty and diversification out of agriculture were some of its laudable achievements. Given the predominantly bank based nature of financial system, the banking industry gained the reputation of one of the most protected in the country. However, in the 1990s a chain of events such as introduction of modern technologies, competition from new players in the liberalised market place, and enhanced emphasis on governance to protect shareholder interest changed the way banks conducted business. The Indian banking sector with its diversity of ownerships — State Bank of India and its associates, nationalised banks, private domestic banks and foreign banks also faced a similar set of challenges. Although the public sector banks acquired a dominant presence thanks to the regulatory environment, several of them performed poorly in the late 1980s. To preserve the soundness of the financial system, especially the banking segment, the Government set up the Narasimham Committee. The Committee (in 1991) made far-reaching recommendations that formed the basis of banking reforms. Some of the comprehensive reform measures suggested included: Stricter income recognition and asset classification, higher capital adequacy ratio, phased deregulation of interest rate, lowering statutory liquidity ratio (SLR) and cash reserve ratio (CRR), entry deregulation, and branch-de-licensing. These measures mainly aim to improve the efficiency/profitability of banking industry. A decade and half after the Narasimham report was published and in the light of the World Trade Organisation and Basel II norms, it is imperative to have a close look at the performance of banks in the last decade or so to assess the success of the reform process. Performance indicators Commonly-used measures to assess the performance of the banking industry are: Return on Asset (ROA), Operating Profit Ratio (OPR), Net Interest Margin (NIM), Operating Cost Ratio (OCR) and Staff Expenditure Ratio (SER). The first two are generally considered profitability measures, while the others, the efficiency indices. These five measures have been considered in this analysis for two sub-periods: Pre-liberalisation (1992-1995) and post-liberalisation (2000-2003). The total number of banks considered for two sub-periods were 64 (eight State Banks, 19 nationalised banks, 19 private banks and 18 foreign banks) and 87 (8, 19, 28 and 32 respectively). Overall performance improvement A comparison of performance indices during the study period reveals that the reform measures helped to improve the overall performance of industry. This is reflected in the improvement of all performance indicators barring the net interest margin (see Table). Interestingly, the ROA, treated as a proxy for risk-adjusted return, increased from (-) 0.28 per cent in the pre-liberalisation period to 0.79 per cent (against more than 1 per cent in other merging markets such as Singapore, Malaysia and Korea) post-liberalisation, indicating a significant rise in the ability of banks to convert their assets into net earnings. Another interesting aspect is that despite a marginal fall in the net interest margin from 2.84 to 2.73 (which might be due to policy change), the banking industry has managed to improve its OPR by increasing its non-interest fee-based income and reducing its operating costs/staff expenses. The evidence indicates that after the reform initiation period, the banks have increasingly been providing off balance sheet items such as derivatives, which generate major part of non-interest income. The proportion of operating costs/staff expenses has declined mainly due to computerisation and the voluntary retirement scheme. The property rights theorists believe that the private banks are more efficient than their counterparts in the public sector. This view is corroborated by the public choice theorists who argue that the specific X inefficiency factors are more prevalent in the public sector, irrespective of market conditions. Further, many cross-country findings report an increased government ownership as a deterrent to the development of the banking system. The Indian banking scenario seems to be consistent with the above, as the privately owned (foreign as well as domestic) banks seem to be superior to their public counter parts with respect to all performance indicators except the NIM. Despite a fall in their OPR and NIM between 1992-95 and 2000-03, the private banks successfully managed to reduce their operating expenditures, particularly the staff expenditures, thereby successfully maintaining their status. Among private banks, the foreign banks seem to be superior in terms of three out of five the criteria used. Within the public domain, the State Banks tend to be superior with respect to ROA, OCR and SER, while the nationalised banks seem to show better performance in terms of OPR and NIM. Thus, although there is a significant improvement in the overall performance of banks as one moves from the post-reform period to the late-reform period, one finds certain anomalies such as a fall in the NIM (except in the case of the nationalised banks), a fall in the ROA of private domestic banks, a reduction in the OPR of private domestic and foreign banks and a rise in the OCR/SER of foreign banks. Convergence or divergence Apart from the overall improvement across the board, another important criterion to evaluate the success story is to check whether the competitive force has led to any convergence in the performance of different ownership groups in the post-liberalisation period. Exposure to the competitive forces is often argued as a panacea to shake poorly performing banks out of their slumber. Although the public banks compared poorly with private banks during the initial period, they made a significant improvement in the later period by responding well to the new challenges of competition and consolidation, mostly following a gradual and cautious approach. The pay off is well reflected in the increase in their ROA, OPR and NIM. Some possible reasons for the better performance of public banks could be they still undertake most of the government borrowing programmes, thereby generating significant fee based income; the market discipline imposed by the listing of most public sector banks has also probably contributed to this improved performance; and ï‚ · the reform measures have changed their business strategies particularly greater diversification of non-fund based business and emergence of treasury and foreign exchange business. The study reveals that the OPR across four ownership groups tend to converge. The NIM tend to converge across private and public sectors while the OCR continues to remain significantly different across ownership groups. The above analyses indicate that the banking sector performs reasonably well with respect to the goals set by the Narasimham Committee, particularly in the context of the poorly performing banks and showing some encouraging signs to meet the Basel II norms by 2006. However, one should not go over board in reading these numbers to evaluate the success of the Indian banking sector, particularly from the perspective of a developing economy such as ours. Policy-makers should be extra cautious in giving free a reign to the banking sector in pursuing profit and risk based strategies. Recent trends in non-synergy based consolidation, growing disinclination to lend money towards productive purposes and to the unprofitable sectors such as agriculture, self-help groups, infrastructure and to small and medium sized enterprises, its growing engagement in non-productive treasury operations and conspicuous consumer lending will seriously impair the role of banks as public instruments of development. Therefore, maintaining a balance between these two objectives will remain a challenge to the banking sector for some time to come. Bibliography- * www.thehindubusinessline.com * iimahd.ernet.in/assets/snippets/ *

Critics of The Adventures of Huckleberry Finn Essay -- Adventurous Huc

Critics of The Adventures of Huckleberry Finn   The Adventures of Huckleberry Finn is considered by many to be the greatest American novel ever written.   Despite this praise, Mark Twain’s masterpiece has never been without criticism.   Upon its inception it was blasted for being indecent literature for young readers because of its lack of morals and contempt for conformity.   Modern indignation toward Huck Finn arises from its racist undertones, most notably Twain’s treatment of the character Jim.   As is the case with many canonized yet controversial books, the biggest conflict revolves around the inclusion of Huck Finn on required reading lists of public schools throughout the country.   In general, the mostly African-American critics consider Twain himself to be racist and Huck Finn simply reflects this.   Blacks, especially Jim, are portrayed as fools and used as comedic fodder to bolster feelings of white superiority in Twain’s southern audience.   Although Jim’s positive qualities are presented in certain parts of the novel, they are overshadowed by his superstitious folly which Twain returns to in the later chapters.   The fact that Huck’s narration is intentionally skewed by the innocence and ignorance of an adolescent is little consolation to critics who feel that Twain has committed gross immorality.   Also, the incessant use of the epithet â€Å"nigger† has been deemed excessive.   Despite these condemnations though even the staunchest opponents of Twain find certain redeeming qualities that make it hard to promote all out censorship. One of the most stringent dissenters of Huck Finn is Julius Lester, Newberry Award winning author of the children’s book To Be a Slave.   Lester argues that one of the primary concerns of lit... ...hite man.   This pseudo-parenthood relieves Huck of any lifelong responsibilities to Jim and also allows Twain to eventually separate the two without any emotional repercussions.   In short, they lack a true familial bond implicating a tragedy of sadness at the core of their relationship which is possibly due to Huck’s insatiable racism. Ultimately, both Henry and Morrison approve the teaching of Huck Finn under the conditions of mature students and cautious, open-minded teachers.   The problems in Twain’s novel may never be fully explained but an honest and careful consideration of the issues in Huck Finn should contribute positively to the growing awareness of American race relations.    Work Cited Clemens, Samuel. Adventures of Huckleberry Finn. The Heath Anthology of American Literature. Ed. Paul Lauter, et al. 2nd ed. Vol. 2. Lexington: Heath, 1994. Critics of The Adventures of Huckleberry Finn Essay -- Adventurous Huc Critics of The Adventures of Huckleberry Finn   The Adventures of Huckleberry Finn is considered by many to be the greatest American novel ever written.   Despite this praise, Mark Twain’s masterpiece has never been without criticism.   Upon its inception it was blasted for being indecent literature for young readers because of its lack of morals and contempt for conformity.   Modern indignation toward Huck Finn arises from its racist undertones, most notably Twain’s treatment of the character Jim.   As is the case with many canonized yet controversial books, the biggest conflict revolves around the inclusion of Huck Finn on required reading lists of public schools throughout the country.   In general, the mostly African-American critics consider Twain himself to be racist and Huck Finn simply reflects this.   Blacks, especially Jim, are portrayed as fools and used as comedic fodder to bolster feelings of white superiority in Twain’s southern audience.   Although Jim’s positive qualities are presented in certain parts of the novel, they are overshadowed by his superstitious folly which Twain returns to in the later chapters.   The fact that Huck’s narration is intentionally skewed by the innocence and ignorance of an adolescent is little consolation to critics who feel that Twain has committed gross immorality.   Also, the incessant use of the epithet â€Å"nigger† has been deemed excessive.   Despite these condemnations though even the staunchest opponents of Twain find certain redeeming qualities that make it hard to promote all out censorship. One of the most stringent dissenters of Huck Finn is Julius Lester, Newberry Award winning author of the children’s book To Be a Slave.   Lester argues that one of the primary concerns of lit... ...hite man.   This pseudo-parenthood relieves Huck of any lifelong responsibilities to Jim and also allows Twain to eventually separate the two without any emotional repercussions.   In short, they lack a true familial bond implicating a tragedy of sadness at the core of their relationship which is possibly due to Huck’s insatiable racism. Ultimately, both Henry and Morrison approve the teaching of Huck Finn under the conditions of mature students and cautious, open-minded teachers.   The problems in Twain’s novel may never be fully explained but an honest and careful consideration of the issues in Huck Finn should contribute positively to the growing awareness of American race relations.    Work Cited Clemens, Samuel. Adventures of Huckleberry Finn. The Heath Anthology of American Literature. Ed. Paul Lauter, et al. 2nd ed. Vol. 2. Lexington: Heath, 1994.

Online Classes

This online class has helped me in some ways as In learning new techniques of how to explain In more detail of what I am trying to write about. I have struggled with this online class too and think I would have benefited more going to actual class. I believe I struggled with learning many of things because I learn better when I am one on one with a teacher. The Argumentation paper was fairly simple, but hard to explain many details. I believe I learned many of things and struggled with many of things from online classes, but overall I believe I did k with most of the papers.I learned many of techniques of explaining In detail of what I was writing about. However, I have always struggled with explaining In good detail with many of things in my life. It's something I will continue to work on so I can become a better writer. I use to love to write when I was younger and I have high hopes I will love it again. I tried to use grammar in a more proficient way this time around. I believe I Just lost touch with writing and I am Just playing catch up togged that good technique back. I believe I need to keep working on better details of what I am trying to write about.I ill have It all In my head and when I go to type It; I usually don't get It to come out the correct way. I wish I could have been able to actually go to classes in the college instead of online classes, but it doesn't suit my life at this time. I believe I would have strives in a classroom and wrote many of wonderful things. In my house there are Just to many distractions and it makes it difficult to type a good paper. I try to teach my daughter how Important quiet time Is when you have to read or write. She comes to me and says all the time she understands how hard It Is to think and have a clear mind with castrations.In a classroom setting there seem to be fewer distractions than at a home setting. One on one attention from a teacher would have been great to learn even more things to help me to become a better writer. The Argumentation paper was somewhat difficult to me to get the words out on paper as I wanted them. I found it difficult to explain in details once again. It was also somewhat difficult to argue what you're talking about. I want to learn how to write a good Argumentation paper with good details. The grammar and punctuation don't get me as bad as the explaining in details in my Essays.Once again I believe most of that comes from distractions at home. If I would have had more time I probably would have found somewhere quiet to type my papers. When there are many of things going on in your life it is a great distraction in one's work and accomplishments. I really enjoyed learning new things In this online class. I had many of ups and downs throughout class, but overall I feel I had more positive outcomes. I learned how to become a better writer. I learned how to type a better Argumentation Paper and get the points across better. Pop one day I can set aside distractions and find a calm place to read and write.I really enjoyed the ups and downs throughout class because it taught me many of deferent techniques and how to become a better writer. This online class has helped me in some ways as in learning new techniques of how to explain in more detail of what I am trying to write about. I have struggled I learned many of techniques of explaining in detail of what I was writing about. However, I have always struggled with explaining in good detail with many of things ouch with writing and I am Just playing catch up to get that good technique back.I will have it all in my head and when I go to type it; I usually don't get it to come out how important quiet time is when you have to read or write. She comes to me and says all the time she understands how hard it is to think and have a clear mind with I really enjoyed learning new things in this online class. I had many of ups and and get the points across better. I hope one day I can set aside distractio ns and find because it taught me many of different techniques and how to become a better Online classes Online classes are important for Contemporary American Culture because it more convenient for a variety of students who are pre-occupled with other aspects of their lives, also because you can receive a broader perspective from teachers all over the world. You'll benefit from a flexible schedule, which Is helpful for people balancing education with work and family life. Sometimes classes arent available at a time convenient for studentsdue to their other responsibilities.Allows to receive better grades because you learn at your own pace. Classes are more cost effective. You can receive a wider range of perspectives because now you are able to receive education from teachers' worldwide. As noted in an article from Franklin University â€Å"Instructors have noted an Increase in a more diversified student population In their classes. † Teacher can be anywhere atb anytime which would allow them to share different experiences with their students.As more technology has become availa ble in man), parts of the globe, a new type of student population has emerged. The traditional student image of higher learning has been somewhat limited in many countries, but given the impact of the Internet, his traditional â€Å"student body† has changed. Rather than being limited to regional demographics, the student body for educational institutions offering online courses has changed drastically.In fact, these online courses have started yet another chapter in the history of education, known as virtual learning communities. While online instructors may start out teaching students from local areas, this particular opportunity has been changing over the past decade. In fact, many online instructors have noted an increase in a more diversified student population in their classes.Further, they have realized the need to update their teaching skills, practices and strategies in order to accommodate the changing needs of the learners in the classroom, as well as updating thei r own teaching portfolio. This paper will provide a brief overview of current recruitment and hiring methods used in the traditional hiring versus online hiring of educators. Also, this paper will address the growing concerns of current traditional teachers as they approach the decision to transition over to online learning and how to obtain proper online instruction. Finally, this

Annotated Bibliography Essay

An Annotated Bibliography: Stereotypes in Advertising August, Eugene R. â€Å"Real Men Don’t: Anti-Male Bias in the English Language. † The University of Dayton Review Spring (1986): 336-347. Web. In † Real Men Don’t: Anti-Male Bias in the English Language,† Eugene August states that men have been victims of negative bias equally if not more than women through gender restrictive language, which limits the roles men have, gender exclusive language, which excludes men from any type of consideration, and negative male stereotypes. Throughout the article August gives examples of ways in which males ave been forced to fit a certain role and if deviated from, they would be criticized and ultimately excluded from that party they were formerly attached to as an example of gender restrictive language. I agree with August in his arguments, but I would be a little more generous when finding victims on this subject. Women have been made victims Just as long, if not longer than men have. I feel as if the male community is lashing out against the women, almost I a way on giving then a taste of their own medicine. Yet in reality I shouldn’t be structured as a war of the sexes, but ather an attempt on the part of all sexes, to acknowledge and condemn gender stereotypes. Berger, John. Ways of Seeing. 1972. London, Penguin, 1990. In the book, Ways of Seeing Ch. 7, John Berger tells us that the role of publicity has evolved from oil paintings. Publicity images draw on the visual language of oil paintings, but their purpose is to manufacture glamour. This is due to the fact that the spectator-buyer is always changing, publicity aims to sell us something, and in order to do this it must make the spectator-buyer appear incomplete to his or herself. It must make us think we are in need of something more. The more, is a dream that is created from the spectator-buyer, using the mystique and lure from what publicity has given them of how they can become more derisible, by imposing a false standard of what and what is not desirable. I have a similar opinion to that of Berger. I feel that publicity is not natural, but the product of a culture that defines an individual by what they possess. This idea of identity has been prostituted to a culture that tells an individual that they are no one if they do not buy the life publicized. The interesting point that Berger makes is that publicity never paints the full picture for the consumer. It only provides the tools and a canvas for which to paint. Publicity allows the spectator-buyer, to paint for his or herself of what he or she could be. It is not obscence to suggest that this has become the lifeblood of our publicity promise of transformation. Fowles, Jib. â€Å"Advertisings 15 Basic Appeals. † Mass Advertising as Social Forecast. Santa Barbara: Praeger, 1976. (16-27). Print. In the article, â€Å"advertisings 15 Basic Appeals† written by Jib Fowles, we learn that dvertisements make an attempt to reach out to one or more of our 15 basic emotions as outlined by Fowles. These are the fifteen basic emotional appeals that we as humans need, and if crafted correctly, might result in us engaging in the advertised product. As we learn of these essential needs, we learn that advertisements are not so thoughtless as we may have previously assumed. We learn that it is an art. The emotional appeals made in these advertisements act as the thin end on a wedge, when driven in to our conscious it then allows for the true message o flow in without almost any defense, thus accomplishing its purpose. I completely agree with the claim that Fowles made in his article. Advertisers seek to highlight and ultimately tap into our emotions to use them to persuade us into using the given product. One such emotion that is highlighted is the need for affiliation. Despite the fact that recent statistics have shown that people are doing things on their own more than ever before, the majority of advertisements are linked to this basic and fundamental emotion. This is because, Just as we as a people have an inner desire to chieve things on our own, we also need Just as much if not more than our independence, people to share in our achievements. Fowles does a great Job in highlighting this fact as well as many others in his article based on our 15 basic emotions. Kilbourne, Jean. â€Å"Bath Tissue Is Like Marriage: The Corruption of Relationships. † Cant Buy My Love: How Advertising Changes the Way We Think and Feel. New York: Touchstone, 1999. (76-94). Print. In the article, â€Å"Bath Tissue Is Like Marriage: The Corruption of Relationships†, Jean Kilbourne speaks out about how advertisements sink into our deepest needs for love and nurturing, and transfer them onto any given product. In order to accomplish this, advertisers must be able to capture our attention with something that the consumer yearns for, and then make the underlying message about how their product will achieve this goal. We learn that the roles of an advertiser not to care about the potential buyer, but to make the consumer feel as if they are loved. When an advertisement is able to lull us into a false sense of security, then it has ccomplished its Job. Kilbourne concludes with exposing that advertising has come to the point of promising that a product can deliver that which can only be given given by Kilbourne. In her article she sates that that advertisements exist to exploit or very real and inner human desires. As we look at advertisement in any medium, we find out that until we have associated ourselves with a certain product or brand, we are not enough. Whether it be ads replacing human relationships, men dominating women, or even that one cell phone is superior to another, all tug at the need to be n top, and without these products we are found wanting. But the hang up with the promise of accomplishment from a product is that it only last as long as the ads. Every time we turn on the television or the radio, we are exposed to hundreds of ads that dissect everything that is human about us and assigns a product to it. We shall ever be found wanting in the eyes in the world, the only escape is for us to search for what truly matters and stick to it. Wall, David. â€Å"It Is And It Isn’t: Stereotypes, Advertising And Narrative. † Journal Of Popular Culture 41. (2008): 1033-1050. Academic Search Premier. Web. 29 Sept. 2013. In the article, â€Å"It Is And It Isn’t: Stereotypes, Advertising And Narrative. † by David Wall, is claimed that stereotypes in advertising are still being used because they are still a viable way for advertisers to move a product because of familiarity. A point that Wall makes is that consumers see through the stereotype and the false climas made by advertisers, and the advertisers know this. So what the advertiser does is then play on manipulation of the mixed emotions of desire and anxiety. The product then ecomes, by the consumer’s own doing, the essence of happiness, freedom, and the channel to an altered paradisiacal reality. I agree with the claims made in this article. Interestingly enough Wall makes the accusation â€Å"stereotypes will tell us much more about those doing the representing than those being represented†(1037). This is interesting because in the rest of the article Wall discusses the fact of stereotyping and the reasons behind it, political, historical, cultural, and so on. But he never really comes back to his very strong comment. I would go a step further with this remark nd say that not only do stereotypes in advertisements reflect what the presenters think about different situation, but what the presenter believes the viewer-consumer believes about different situations. For the viewer not to be overly effected by the stereotypes they are exposed to, they need to learn, what Wall calls the language of analysis. Which is to allow those whom are targeted to see beyond smoke and mirrors of it all and understand stereotype as a form of cultural † ‘advertisement for the self that is inseparable from the wider cultural narratives that create it†(1049).

How to Use the Major French Verb Vouloir

How to Use the Major French Verb Vouloir The French verb  vouloir means to want or to wish. It is one of the  10 most common French verbs  and you will use it just as much as  avoir  and à ªtre. It has several different meanings, depending on the tense and mood, and its the driving element in numerous idiomatic expressions. Vouloir  is also an irregular verb, which means that you will need to memorize the conjugation because it doesnt rely on a common pattern. Dont worry, though, well discuss everything you need to know about  vouloir. Vouloir  and Politeness The French verb vouloir is frequently used to politely ask for something in French. Je voudrais tà ©là ©phoner sil vous plaà ®t. -  I would like to make a phone call, please.Voulez-vous maider, sil vous plaà ®t? -  Will you help me, please?Veux-tu tasseoir, sil te plaà ®t  ? -  Please sit down.Voulez-vous venir avec moi?  - Do you want to come with me? Vouloir is also frequently used to politely extend an offer or invitation. Note that in French, it is used in the present indicative whereas English would use the present conditional. Est-ce que tu veux dà ®ner avec moi ? -  Would you like to have dinner with me?Voulez-vous un peu plus de pain ? -  Would you like a little more bread? When someone invites you to do something saying, Would you like to..., your response should be just as subtle. Answering Non, je ne veux pas (No, I dont want to.) is quite strong and considered too blunt. To accept, we usually say, Oui, je veux bien. (Yes, Id love to.) Here again, we use the present indicative, not the conditional. Or you can just say, Volontiers. (With pleasure.) To refuse, its common to apologize and then explain why you cannot accept, using the irregular verb devoir in the response. For example, Ah, je voudrais bien, mais je ne peux pas. Je dois travailler...  (Ah, Id love to, but I cant. I have to work...). Memorizing Conjugations of  Vouloir We will examine more meanings of  vouloir  in French expressions later in this lesson. First,  lets learn how to conjugate  vouloir. Remember that this is an irregular verb, so you will need to commit each form to memory. This lesson can seem intense and it is a lot to memorize, thats why its best to take it one step at a time. As you begin, concentrate on the most useful tenses, including  the prà ©sent, imparfait, and passà © composà © and practice  using them in context. Once youve mastered those, go ahead and move on to the rest. Its also strongly recommended to train with an audio source.  There are many liaisons, elisions. and modern glidings used  with French verbs, and the written form may mislead you into assuming an incorrect pronunciation.   Vouloir  in the  Infinitive Mood To serve as a foundation for the conjugations of  vouloir, it is important to understand the infinitive forms of the verb. Theyre rather easy and you already know the present infinitive. Present Infinitive (Infinitif Prà ©sent):  vouloir Past Infinitive (Infinitif Passà ©):  avoir voulu Vouloir  Conjugated in the  Indicative Mood The most important conjugations of any French verb are those in the indicative mood. These state the action as a fact and include the present, past, and future tenses. Make these a priority while studying  vouloir . Present (Prsent)je veuxtu veuxil veutnous voulonsvous voulezils veulent Present Perfect (Pass compos)jai voulutu as vouluil a voulunous avons vouluvous avez vouluils ont voulu Imperfect (Imparfait)je voulaistu voulaisil voulaitnous voulionsvous vouliezils voulaient Pluperfect (Plus-que-parfait)javais voulutu avais vouluil avait voulunous avions vouluvous aviez vouluils avaient voulu Future (Futur)je voudraitu voudrasil voudranous voudronsvous voudrezils voudront Future Perfect (Futur antrieur)jaurai voulutu auras vouluil aura voulunous aurons vouluvous aurez vouluils auront voulu Simple Past (Pass simple)je voulustu voulusil voulutnous voulmesvous voultesils voulurent Past Anterior (Pass antrieur)jeus voulutu eus vouluil eut voulunous emes vouluvous etes vouluils eurent voulu Vouloir  Conjugated in the  Conditional Mood The conditional mood is used when the verbs action is uncertain. It implies that the wanting will only happen if certain conditions are met. The politeness associated with  vouloir  appears again when using it in the conditional mood.   For example: Je voudrais du thà ©. -  I would like some tea.Voudriez-vous venir avec nous  ? -  Would you like to come with us?  Je voudrais ceci. -  I would like this one.Je voudrais faire un enfant. -  Id like to have a child. Present Cond. (Cond. Prsent) Past Cond. (Cond. Pass) je voudraistu voudraisil voudraitnous voudrionsvous voudriezils voudraient jaurais voulutu aurais vouluil aurait voulunous aurions vouluvous auriez vouluils auraient voulu Vouloir  Conjugated in the  Subjunctive Mood Similar to the conditional, the subjunctive mood is used when the action is questionable in some way. Present Subjunctive (Subjonctif Prsent)que je veuilleque tu veuillesquil veuilleque nous voulionsque vous vouliezquils veuillent Past Subjunctive (Subjonctif Pass)que jaie vouluque tu aies vouluquil ait vouluque nous ayons vouluque vous ayez vouluquils aient voulu Subj. Imperfect (Subj. Imparfait)que je voulusseque tu voulussesquil voultque nous voulussionsque vous voulussiezquils voulussent Subj. Pluperfect (Subj. Plus-que-parfait)que jeusse vouluque tu eusses vouluquil et vouluque nous eussions vouluque vous eussiez vouluquils eussent voulu Vouloir  Conjugated in the  Imperative Mood The present imperative of  vouloir  is also used to politely say something like, Could you please. This is little weird since in French we dont use can but instead use want. Veuillez  mexcusez. -  Would you please excuse me?  / Could you excuse me?Veuillez  mexcuser. -  Please (be so kind as to) excuse me.Veuillez vous asseoir. -  Please sit down.Veuillez  patienter. -  Please wait. Note that even though it is listed in grammar books, rarely will you hear anyone use the  tu  form in the imperative, as in: Veuille  mexcuser. We would say instead,  Est-ce  que  tu  veux  bien  mexcuser  ? Present Imperative (Impratif Prsent) Past Imperative (Impratif Pass) veux/veuillevoulonsvoulez/veuillez aie vouluayons vouluayez voulu Vouloir in the  Participle Mood As you become more fluent in French, its a good idea to study and understand how to use the particle moods for verbs. Since  vouloir  is such a common verb, youll certainly want to study its usage in these forms. Present Participle (Participe Prà ©sent):  voulant Past Participle (Participe Passà ©):  voulu / ayant voulu Perfect Participle (Participe P.C.): ayant voulu​ Vouloir-isms There are a couple of peculiarities about using  vouloir  that you should be familiar with. When  vouloir  is followed directly by an infinitive, there is no need to add a preposition.  For example: Je veux le faire. -  I want to do it.Nous voulons savoir. -  We want to know. When  vouloir  is used  in  a  main clause  and there is  another verb in a  subordinate clause, that verb should be in the  subjunctive. These are mainly  vouloir que  constructions. For example: Je veux quil le fasse. -  I want him to do it.Nous voulons que tu le saches.   We want you to know (it). The Many Meanings of  Vouloir Vouloir is used to mean many things in many constructions and it is commonly found in French phrases. Some of this derives from its propensity to play a part in versatile  idiomatic expressions. Vouloir, cest pouvoir.  (proverb) - Where theres a will, theres a way.ne pas vouloir blesser quelquun -  to not mean to hurt someonene pas vouloir quon se croie obligà © -  to not want someone to feel obliged Vouloir  may be used as a strong will or command in various contexts. Je veux danser avec toi. -   I want to dance with you.Voulez-vous parler  ? -   Do you wish to speak?Je ne veux pas le faire  ! -   I dont want to / I wont do it!Je ne veux pas de dessert. -   I dont want any dessert.Il ne veut pas venir.  -  He doesnt want to come.vouloir faire  -  to want to dovouloir que quelquun fasse quelque chose  -  to want someone to do somethingQue veux-tu que je te dise?  -  What do you want me to say to you?sans le vouloir -   without meaning to,  unintentionallyJe lai vexà © sans le vouloir. -   I upset him without meaning to. Vouloir bien  means to be willing to, to be glad to, to be good / kind enough to. Tu veux faire la vaisselle ?  -  Do you want to do the dishes?Je veux bien - Thats fine.  Je veux bien le faire.  -   Ill be happy to do it.Elle veut bien lacheter, mais il ne le vend pas.  -   Shes willing to buy it, but hes not selling it.Aidez-moi, si vous voulez bien. -   Help me, if you would be so kind. Vouloir dire  translates as to mean.   Quest-ce que à §a veut dire?  -  What does that mean?Mais enfin, quest-ce que à §a veut dire? -  Whats all this about then?Que veut dire volontiers ? -   What does  volontiers  mean?Volontiers veut dire gladly. -   Volontiers means gladly. En vouloir quelquun  means to be angry at someone, to bear someone  a grudge, to hold it against someone. Il men veut de lavoir fait. -   He holds it against me for doing that.Ne men veux pas  ! -   Dont be angry with me! Careful! When  en vouloir  is by itself with no object of scorn mentioned,  it can simply mean  to want some:   Elle en veux trois.  -  She wants three of them. Depending on the context and, again, without an indirect object pronoun,  en vouloir  can also mean to be ambitious or to want to make something of life.

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While this model was an important breakthrough in PR, it did little to listen to what the public actually needed. System theories / Four step and Excellence model System theorists are PR practitioners who develop a theory from experience/being in the organisation. They are concerned with the public in PR decisions. Grunig. J and Hunt.T (1984) are two of the earliest system theorists. From their observations they developed four models of public relations (Edward 2009). These were press agentry /publicist, public information, two-way asymmetric and two way symmetric communications known as the Four Step Model. 2.2i Four step model Press agentry (one way communication) is a way of communicating a biased message through media channels. (McQuail Windahl 1993) Public information (one way communication) similar to press agentry, but transparency in the message is vital; the message is truthful and informative. (McQuail Windahl 1993) Two way asymmetric (two way communication) is known as a persuasive tool. The purpose of this is to make the public think in the same way as the organisations. Feedback from the public is used to strength communication strategies. (McQuail Windahl 1993). The message is unbalanced , it is all about persuasion and is favoured by some advertising companies. Two way symmetric (two way communication) the two-way symmetric model, (Grunig and Hunt 1984) is probably the most popular and widely used in todays PR industry. This model is one that can build relationships and solve differences. Stakeholders engage with the organisation and can have some power over policies. This model employs research, listening, and dialogue as tools to promote relationships with both internal and external parties. Grunig put ethics the centre of symmetrical communication. (Grunig Hunt, 1984, p.22 and Grunig et al, 1992, p.55-61). According to Phillips and Young (2009), social media is causing a new communication paradigm. They believe that communication is shifting from the traditional hierarchical arrangement to an audience model encouraging horizontal discourse. Edelman in his interview Edelman (2009) agreed with this idea. In a survey of PR practitioners in charge of campaigns winning the 2002 Golden World awards from IPRA, it was found that when asked which of the four Public relations models they preferred, no one voted for press agentry model, 6.3% preferred the public information model, 18.8% the two way asymmetric model and the favourite model was the two way symmetrical model where 56.3% voted for it (Horn Neff 2008 and Okay PR from theory to practise book). 2.2ii Excellence model Gruig went on to complete a 10 year study Pr practice and developing a model for Excellent Public Relations ( Grunig 1992) It was found that the most successful Public Relations departments took part or contributed to the strategic decisions of the company. Once stakeholders had been identified, the study showed that successful Public Relation departments developed programmes to communicate with them. According to Grunig (1992) Excellence is the balance between an organisation and the public. It was seen as the management of communications on a level that aided the strategic management role whilst maintaining the attention and cooperation of the public. As such, the Public Relation role was enhanced and perceived in commercial terms whereby long term relationships could be forged between strategic parties. This model has been challenged by a number of academics. Philip and Younge (2009) argued that the new Public Relations challenges the Excellence model. LEtang (2006) was also critical and stated that the power imbalance between organisation and public was a weakness in the theory of two-way communication. Pieczka (2006) criticised the model as she felt that the study was biased to the two way symmetrical model. Pieczka not only critised his two way symmetry but questioned the and questioned the validity of his model. She believed that inconsistencies were apparent. It is clear that Grunig excluded conflicting viewpoints and academics have questioned the research carried out and pointed out that he chose paradigms to fit his model. Obviously Grunig based his model loosely on the systems theory but he did take on board these criticisms and the model was revised over the years (Grunig L, Grunig, JE Dossier, M, 2002). It is apparent the Excellence theory has had an impact on PR a leadin g body of work has developed around Symmetry/Excellence Theory which has probably done more to develop public relations theory and scholarships than any other single school of thought Botan and Hazleton (2006) (p. 6). As it was a model that was based on practise in a real life situation, it could be said that this is the model that is real to the industry. As PR has progressed and social media has become a large part in most cases, Public Engagement has taken on a new role, but nevertheless a new communication strategy could be easily adapted from the Excellence model. 2.2 Publics As audiences are needed for communication to take part it is necessary to look at different types of publics. Grunig and Repper (1992) propose two types of publics, the passive and the active. Active audiences go out of the way to find information on the company and respond. Passive audience do not want to engage with the company, but may if prompted to. This has led many practitioners to explore what methods of communication will prompt and engage these audiences. Grunig (1983) identified four basic publics: All issue publics: These publics are concerned with the organisation as a whole and are active on all issues. For example the media Apathetic publics: Are not aware or interested in the organisation as a whole (Smith 2005) Single-issue publics : Tend to be active in one area of the organisation Hot issue publics: are active on a issue that has received a lot of issue in the media These models all have uses and, they do not always consider what other factors affect why people engage in communication or how to attract the public who are unaware of their product. A further model is needed which could include attitudes, communication behaviour and personal behaviour which could help to recognise new stakeholders. ( Featherstone,Weitkamp,Ling and Burnet 2009 from journal Public Understanding of Science ) http://pus.sagepub.com/content/18/2/214.full.pdf+html This theory has been criticised by many. It lacks diversity and ignores the power dimensions of organisations and its publics (Lietch and Neilson 2001). Cutlip et al (2000) believe that PR practioneers should operate in an open system, whereby the external environment should be looked at in order for business change to suit their publics. There appears to be a new kind of publics at the moment and these are named the 21st century consumers and forming a relationship with them is crucial. They are more demanding than ever and want to receive information differently and share it with their own communities (Soli Breakenridge 2009) This new breed has been aided by social media. The social web allows people to communicate and share information and it is important for organisations to be aware of this and monitor conversations, if not, the public will still carry on talking and organisations may miss out . They have come to realise that listening is important. The relationship paradigm leads to trust It believes that two-way communication that attempts to accommodate both parties, while not abandoning the objectives of the initiative, will result in a much greater understanding of the needs and resources available to target publics (Martinez, Jr., Belio, n.d) (http://www.allacademic.com//meta/p_mla_apa_research_citation/1/7/2/1/7/pages172179/p172179-10.php ) 3.5 Rhetorical perspectives Rhetorical theory is based on persuasive through discussion. It is a two way conversation between groups with a common purpose and deals with choice. ( Nichols1963)Ethics goes hand in hand with it. Aristole, a Greek philosopher, wrote The Art of Rhetoric, which was the first formal book to define persuasion and the Greek society was governed by the principle of debate and persuasion. Agreement between parties is the ultimate aim but communication and agreement between both parties is necessary. More recently Heath (1980) ( Heath 1980 ; à ¢Ã¢â‚¬  Ã¢â‚¬â„¢Ã‚   Rhetorics: New Rhetorics ; Rhetorical Studies ; Organization-Public Relationships said that rhetoric was at the front of an organizations relationship to its surroundings. Since then he has argued that it is the good organization communicating well ( Heath 2001 , 39; à ¢Ã¢â‚¬  Ã¢â‚¬â„¢Ã‚   Public Relations Ethics ) Heath believes that PR practitioners and public are engaged in discussion and that rhetoric could be compared to G runigs symmetry model(Heath 2002 p49). Audiences can assess the credibility of all speakers by considering the values on which the message is built. Public relation practitioners role in the past has been seen as one that is there to persuade the public and change their attitudes. This has been common in PR and has been categorised as Grunigs asymmetrical model. Grunig argued that his model be best described as a way of getting what an organisation wants without changing its behaviour or without compromising leads to actions which are unethically, socially irresponsible and ineffective ( Grunig 1992 p39-( Public Relations Ch 18). Rhetorical Theory assumes multiple voices and if one view is acknowledged and preferred then others may not have the opportunity to put their opinion forward. Rhetoric can be seen as a way of asking individuals to think about different points of views (Bryant 1953) (from CH 13 Public Relations theory to practice) Rhetoric is not needed if there is agreement but as Heath (1992) points out communi cation is a wrangle of voices and not in isolation. It helps informs the public how to communicate and engage with each other but ultimately for organisations to be ethical. LEtang ( 1996) and Cheney and Dionisopoulos(1989)( Exploring Public Relations) http://www.prismjournal.org/fileadmin/Praxis/Files/Journal_Files/issue1/refereed_articles_paper3.pdf Heath 2002 pg 49 http://www.blackwellreference.com/public/tocnode?id=g9781405131995_yr2010_chunk_g978140513199523_ss94-1 Postmodernists believe that because of their exsisting power, businesses and government will always enjoy a more profitable outcome than their publics when the two are in dialogue. Postemodernists recognise that the pr industry is changing due to audience segmentation, uncontrolled media due to the digital age, globalisation and a diverse audience. 3.6 Sphere of influence The sphere of influence was first put forward by Habermas ( 1989) He promoted the idea that a just society was at the centre of his theory and that discussion should be free and equal and defined it as the social space that mediates between the political sphere and the private sphere by providing space for discussion and negotitation . ( Weaver, Motion and Roper.- in Public Relations Critical Debates and Contemporary Practice 2006) However it seems that this approach could be seen to be too idealistic. It is more likely that communication is part of a strategic plan to control what the public listens to and the way in which it is disseminated. Jensen (2001) (Jensen I Public Relations and emerging functions of the public sphere. An analytical framework . Journal of Communication Management 6 :133-147). Moloney (2006) maintains that we do not live in a public sphere but a persuasive sphere and that Habermas utopia ideal does not exist. Again it appears that some scholars see his theory of public interest to be very similar to Grunig and Hunts (1984) model of two way symmetrical public relations. 1.2 Conclusion Although Grunigs fourth model is possibly the most well-known and the one that PR practitioners use in their day to day work, there appears to be a gap in communication models in regards to Public Engagement as a result of the digital age. It is now evident that a new model of Public Relations is needed. Public Engagement Public Engagement is a modern paradigm in the Public Relations context and sets out how professionals should be listening and engaging with their stakeholders in this digital age. Marshall Manson, Director of digital strategy at Edelman UK, describes Public Engagement as advancing shared interest moving from an influence pyramid to a world of cross-influence (Manson 2009, pg5). According to Edelman there are four attributes of Public Engagement; it aims to be democratic and decentralized, inform the conversation, call for engagement with stakeholders and finally make it clear how reputation is important. Public Engagement has to work in all four areas (Richard Edelman, 2008). Trust building both internally and externally, reputation management and transparency are the hallmarks of successful Public Relations initiatives. The term Participatory Democracy, a the precursor of Public Engagement was used by John Stuart MillsMills . Mills supported a representative government which included public participation of some kind but on a limited scale. It was apparent that participation could endanger political decision making and therefore democracy (Pateman 1970). Engagement in politics had been regarded as reactive but it is now perceived as proactive. Dialogue and engagement with all parties is important to prevent loss of public trust (Edward Andersson, Simon Burall Emily Fennell, Involve 2010). The Big Society introduced by David Cameron 19 July 2010 sought public dialogue and involvement in decision making. It is true that business and government rely on Public Relations to establish trust and dialogue and that Public Engagement, like any conversation, is all about listening. The world can be compared to a conversation and in order to be successful we need to listen (Richard Edelman 2008). The onset of the digital world has provided the public with means to engage in these conversations as never before. http://www.essex.ac.uk/ecpr/events/jointsessions/paperarchive/edinburgh/ws22/zittel.pdf Arthur W Page Societys White paper(2007)is a good example of how Public Relations practitioners and company leaders must alter their approaches and business goals to be more trustworthy in todays world. The study looked at how CEOs saw their roles change with the culture of the environment. The environment is changing because of the advent of all things digital, a worldwide economy and a new class of stakeholders. However, it failed to provide a clear way to develop the role of the communication department in the future. The paper went on to say that some communication departments need to change their working practises. In order to move forward they must familiarise themselves with new technologies, publics and engagement models. Ivy Lee developed the first press release in 1906 after a train crash occurred in Atlantic city. He used a press release to invite journalists and photographers to the crash, as a way of promoting open dialogue with the media. He believed that Public relations was two way communication, and that PRs were responsible for making organisations listen to their publics and in return to communicate messages to them and engage with them. (Solis Breakenridge 2009). Prior to current publications on Public Engagement, the term was mainly linked to the scientific world. Demos (2009) stated that the UK was now perceived as a forerunner in Public Engagement within the science world. It argued that Public Engagement would only work when interest groups were included. Matthew C. Nisbet Dietram A. Scheufele (2007) argued that communication must be accessible to all sections of society. Advocacy, a term used by Public Relations Company Weber Shandwick, has been used as an alternative to PE and is defined as Public relations caught the first wave, the adoption of new technology to spread information   But that first wave, sharing information with more segmented audiences, is cresting.   A new one, a fundamental transformation of communication from information to advocacy, is rising (Jack Leslie, Chairman, Weber Shandwick Worldwide, n.d). It argues that engagement is necessary if communication with audiences is to take place. It is now evident that universities are becoming involved with the term Public Engagement. The National Co-ordinating Centre for Public Engagement (NCCPE) is part of the Beacon for Public Engagement project. Their aim is to support and encourage universities engage with the public and their stakeholders. According to response source (2010) the ten most engaging brands in the UK are Google, Cadbury, amazon, BBC, facebook, MS, sony , Microsoft, the Olympics and Dove. Case studies- Olympics 2012 London 2012 logo was designed to attract and engage with the young. The aim of the project is to build community engagement and to bring people together through a national event; this would in turn go hand in hand with David Camerons Big Society. Campaigns have already begun, such as the Inspire programme, which has led to projects which have engaged the community. 1,000 projects have now been giving the 2012 Inspire brand to go ahead and is estimated to have reached over 10 million people in the UK with more to be expected (DCMS 2010). The Olympics will coincide with the big society by creating up to 70,000 game makers, who will volunteer around the game sites and will help out in their communities but during the games and after. The Olympics other aim is to change the perception of the disabled. TV broadcasting will be issued throughout the Paralympics games. Other areas of engaging with the community consists of: The new Sports Leaders programme this will train 40,000 sports leaders across the UK, they will have to volunteer 10 hours of their time to teach in the community. Engaging with the next generation of performers A London 2012 festival will be held with over 1,000 events to be released in the summer of 2011 Inspired by a project which helps disadvantaged young people around Britain http://www.culture.gov.uk/images/publications/201210_Legacy_Publication.pdf Facebook In the run up to the 2010 UK election, facebook reminded their UK audience to register and vote and held online live debates between the candidates. They used a live tool on Facebooks democracy tool UK page, where the audience could say whether they liked or disliked what the politicians were saying. Facebooks intention was for their audience to engage with the tool. Facebooks Director of European Public Policy, Richard Allan said: 2010 is the UKs first ever social media election, and the dial test shows how voters can get involved on a scale never seen before. The dial test will provide a true barometer of the public mood and will define how the impact of the debates is interpreted. The tool gave facebook vital statistics on finding more information about their audience. (Wired article) More recently Face book was blamed by the Egyptian government for rallying Egyptians to meet and demonstrate against the President. The web proved so powerful a tool to engage the public that the internet was closed down by the government( The Telegraph 28th Jan 2011) The Police Gordon Scobbie a senior police officer wants to see police using social networks to engage with the public. He says that forces in Scotland should adopt virtual community policing, with officers going online and directly engaging with the public about local issues (http://www.bbc.co.uk/news/uk-scotland-tayside-central-11828502 ) BBC The BBC Trust set up Audience Councils in The British Isles to engage directly with their audiences and get their viewpoint on the programmes and services that the BBC offers. They represent all sections of society and as recently as the end of January 2011 invited viewers to join their organisation through the web and BBC TV Channels. They also hosted events for the youth and made home visits to gain an insight to the needs of the public. A Public consultation was carried out by the BBC Trust in 2010. They held three working lunches and invited organisations who had theory and practise in Public Engagement. They found that although the BBC website was very good at engaging with their audience, there is still a large population who do not have access to the internet. Face to face communication was seen as crucial to meet those with limited access to the internet. http://www.bbc.co.uk/bbctrust/assets/files/pdf/consult/audience_engagement/interest_groups.pdf http://www.mediawatchuk.org.uk/index.php?option=com_contenttask=viewid=309Itemid=92 http://www.bbc.co.uk/england/ace/what/ Social Media in Public Relations Social media, a new paradigm for PR can be defined as being centred around the concept of a read-write Web, where the online audience moves beyond passive viewing of Web content to actually contributing to the content (Sweetser and Lariscy p. 179). From a communication viewpoint, social media creates an available access point for messages to be communicated to the public. Social media messages can be strategic and have many communication aims for organisations e.g. marketing and customer service (Avery, Lariscyb, Sweetser, 2010) Social media has developed over the past years and now consists of forums, message boards, pod casts, photo sharing, search engine marketing, video sharing, Wikis, social networks, professional networks and micro blogging.( Wright and Hinson 2002). Web 2.0 engages with consumers, new and old through these social media platforms and it has let organisations put the Public back into PR'(Solis Breakenridge 2009) Old style PR skills are still helpful in bringing about transparency when communicating with stakeholders (Schlesinger 2010) but the introduction of Web 2.0 technologies has changed the world of communications for Public Relations bringing individual relevancy to communication efforts and at the same time fulfilling marketing criteria and legal obligations. (Pavlik 2008, Philips Young 2009) Rubel (2008) also agrees that there is still a role in public relations for traditional media pitching in certain establishments. Web 2.0 had a great effect on public relations. Whereas before, the web was a place to find information, it is now a place for symmetrical communication (Phillips and Young 2009). According to Phillips and Young Web 2.0 is an evolution. It was observed that digital media has the potential to make the profession more global, strategic, two-way, interactive and socially responsible Grunig, J.E (2009, pg1). However, he adds that the new media is being used ineffectively by some practitioners. Some are using it, as they did with the old media, as a place to write messages rather than using it to interact with the public strategically. Grunig (2009) concludes that it can only be used effectively if social media is used to its full capacity. 1.1 Social media and stakeholder engagement From the eCircle 2010 the European marketing social media and Email marketing study of 1,045 Consumer in the UK, some interesting results showed: Fans and Followers are the new email subscribers. To successfully engage in digital dialogue, marketing experts must convert consumers into subscribers as fans and followers. Users of social networks want to be engaged by companies: 13% of fans and followers of company / brand profiles want to be called upon to do something. These should be used better by brands. When information is shared, it can have a wide reach: 43% of users of social networks have more than 100 friends of followers. On average, each shared message reaches 77 people. But companies only achieve this multiplier effect if the brand or product becomes part of the users private communication. Public Engagement has produced new networks of influences and online forums leading to a way of communication through Blog, Twitter and Facebook among many, which impacts on all walks of life (Edelman, 2009.) In 2009, 625 million people worldwide had access to the internet, and as a result many people are now choosing to share their content on popular social network sites, such as Facbook and My Space, rather than choosing a service which allows only one means of purpose such as Blogger (McCann 2009). In one of the most recent surveys across numerous industries, 78% of organizations reported using blogs, 63% online video, 56% social networks, and 49% podcasts (Gillin, 2008). A further research by PR company Burson-marsteller 2010 confirmed that major international companies were using all four media platforms twitter, facebook, youtube and corporate blogs to engage with the public . Wight and Hinson carried two research projects that were five years apart, into the impact of new technologies on PR. It concluded that although more people used these technologies between 2009-2010 there were fewer new media opportunities available, for example this was borne out in the fact that facebook had been the most used social network site and that twitter was the most popular micro blogging site. It was obvious from their results that technology was continuing to change public relations. In 2008 it was reported that 61% of those who answered their survey believed that blogs and social media had changed the way their companies had communicated. By 2010 this figure had increased to 75% and many believe that social media worked alongside traditional media. Many of the open ended questions from the study showed that technology was having a huge impact and moving PR into a two way communication by opening channels between companies and publics. It is evident that Public Relations practitioners are using social media tools, especially blogging, in recent years within the workplace. It was seen as a way of competing against others in the PR world (Porter, Sweetser Trammel, Chung, Kim, 2007). According to Rowse (2007) practitioners are actively using blogs. Engaging and starting a conversation with stakeholders through social media a very powerful tool(PR Week 4th Feb pg 20) It offers practitioners and journalist a means to have two way communication and great opportunities. According to McCanns Wave 4 report (2009), social media platforms are so common these days that it is the place where the public share and create. In his study he noted how they presented unique opportunities to listen and observe. One way messaging is now outdated and anyone understanding this new communication world will only succeed (Weber Shandwick n.d). There is a need to understand and integrate social media platforms to PR initiatives (Flanagan 2010) and organisations have to think carefully on how they are going to engage various stakeholders on problems and in the planning process in the changing technological environment (Goodman 2010). But not everyone has access to the internet. The elderly find it hard to learn new skills and the poorest of our society may not have access to a computer or the internet. As a result their ability to engage with each other or society can be limited and certain groups of society may be excluded (Warschauer 2003). It seems that Prs need todo more that just have use of the web. They need to be aware of conversations happening online, and they know that they should engage in a fully transparent dialogue with openness and honesty. This will help to develop relationships with their customers. One section of society that has been affected by the introduction of the digital world is PRs relationship with journalists. (Sweetser, Porter, Chung, Kim, 2008) Instead of the old means of PRs contacting journalists for pitching news stories, the roles are changing slightly. Media catching is increasing in popularity. Journalists are now contacting a number of PRs at one time and others looking for stories and information. One third of Americans constantly use blogs as a means of gaining information (Smith 2008). At this point it is necessary to understand that social media is vital within organizations, encouraging employee engagement. Enterprise 2.0 is a form of web 2.0 which is used for businesses only. They provide services such as Yammer, a corporate version of Twitter, and Chatter- a social-networking service (Economist 2010). According to Mashable (2010) the top five engaged brands in social media are Starbucks, Coca- Cola, Oreo, Skittles and Redbull. Starbucks has developed a digital platform solely so that the public can