Deceit and Sexual Women’s Sexual Sins in Dante’s Inferno

Dante’s representations of women and feminine sexuality in the Inferno show contrasts within the various natures of women and their sexuality. His era’s vision of the perfect woman one that idealized beauty, passiveness and purity is represented by his life long love Beatrice. This ideal and its representation in Beatrice are contrasted with the dark depictions of women, their sexual sins, devious devices, and evil act, which Dante encounters in hell. This paper will argue that the severity of condemnation in hell for women’s sexual sins is related to the increasing degrees of deceit. Dante’s perspective of the evil side of femininity becomes apparent from the opening of the inferno. Dante, in midlife, strays from his path into a â€Å"dark wood,† where he is able to see a bright mountain. In his quest to reach his goal, he is thwarted and driven deeper into the wood by the ravenous and promiscuous she-wolf described as â€Å"She tracks down all, kills all and knows no glut, but, feeding she grows hungrier than she was. She mates with any beast† Canto1, lines 92-95 [i] The she-wolf portrays the worst characteristics of women; she reflects lust, pride and avarice. These traits and characteristics are a foreshadowing of the sins possessed by the many women whom Dante will later encounter. This monster is contrasted by Dante’s feminine ideal, his true love Beatrice. She reflects a divine love sent by the purest of women, the Virgin Mary, and even asks Virgil to guide Dante through the hell. Her motivation is clear â€Å"It is I Beatrice, who send you to him I come from the blessed height for which I yearn. Love called me here. Canto 2 lines 70-73[ii] It is her love that provides Dante with the courage to move through Hell and onto the path of God’s light. In many ways, she is his personal savior. Divine, virginal and pure in nature, Beatrice is the perfect woman and all feminine creatures or monsters within Hell are her contrasting antitheses. In the second circle, that of â€Å"the carnal† or lustful we find various famous lovers from throughout history buffeted about in a whirlwind of an endless storm. â€Å"And this, I learned, was the never ending flight Of this who sinned the flesh, the carnal and lusty Who betrayed reason to their appetite. Canto 5, 37-40 [iii] The women condemned to this level of hell knowingly lived their lives in tempestuous adultery and in whirlwind romances, deceiving the men in their lives. When Dante asks who is condemned here, Virgil mentions famous lovers from throughout history. For instance, Virgil mentions first the Empress Semiramis, the perverse Assyrian queen who legalized incest in her kingdom[iv] :â€Å"Lust and law were her one decree† Canto 5, 57[v] There as well are the adulter ers Cleopatra, Helen (of Troy), and Dido, the Carthaginian queen who, when jilted by her love, commits suicide[vi],[vii]. The overwhelming impression given by the emphasis on women is that they are deceitful and at fault in these relationships. It is as if the men were simply swept along like dry leaves by the wind of lust or love. Dante then speaks to two lovers there called Francesca da Rimini and her brother in-law Paolo Malatesta, illicit lovers murdered by Gianciotto Malatesta Francesca’s husband. [viii] They explain that they fell in love reading the story of Lancelot and Guinevere, which was so romantic that they developed feelings for one another. They present themselves as victims of the love’s trials, but there is more to this story than what they contest, for the marriage of Francesca to her husband was necessitated as a peace pact between two warring clans- the Rimini and the Ravina[ix]. The traditional story is that the wedding was arranged, and the handsome and dashing Paulo was initially used to deceive her from learning the identity of the true spouse, Gianciotto â€Å"the cripple,† but on the wedding night, Francesca learns the truth. On their deaths Paulo was a fifty-year old father of two sons and Francesca was a mother of a nine year old daughter[x]. This love was clearly more than a moment of weakness or a whirlwind romance because it clearly was a lengthy affair. The start of this relationship was based on deception and they may believe that this is a sin of love, and they would be naively deceiving themselves by accepting little to no responsibility for their actions. Their greatest desire in life was to be together in a whirlwind love; ironically, this has become their fate. Dante the pilgrim moves on through the layers of hell, seeing or meeting other women who represent other degrees of sin. Entering the eighth circle of hell, the circle of frau, in Canto 18, he enters the second malebolige of this level, reserved for the flatters. Here, he sees a woman scratching and scraping herself while she swims in a grotesque pool of excrement. Virgil informs him that: â€Å"It is the whore Thaius who told her lover When he sent to ask her, ‘Do you thank me much? ’ ‘Much? Nay, past all believing! Canto 18 lines 131-133[xi] Thais once was a beautiful courtesan, but she was a woman of degraded sexuality, who prostituted herself with both her body and her speech. She was a whore, who teased, seduced and sold herself to many men for her own gains. Her greatest sin that consigned her to wallow in this pool of feces, deeper in hell than the forlorn lovers, was not her pandering of bodily desires, but her intentional deceit through the â€Å"prostit ution of words†[xii]. She was a victim of the salacious flattery she offered her lovers the while among the living. More sinful than her exploitation of men through sex without love was the overwhelming and ridiculously insincere compliments that she gave men; those lies are now represented by the feces in which she exists. In one of the deepest pits of the underworld, as Dante moves through the eighth circle of hell and the tenth malebolige, he moves through the pit of falsifiers and the evil impersonators. There, he encounters Myrrha, the mother of Adonis. She is running about, much like an insane, vampiric beast, pale, naked and unclean, snapping her teeth as she runs by. Virgil tells him that â€Å"that ancient shade in time above Was Myrrha, vicious daughter of Cinyras Who loved her father with more than rightful love. he falsified another’s form and came Disguised to sin with him just as that other Who runs with her in order that he might claim The fabulous lead-mare† Canto 30 lines 37-43[xiii] Myrrha is dammed in one of the deepest pits of hell for her incestuous relationship with her father, King Cinyras. Her intentional betrayal of her father the king, through her disguise as another lover to seduce her father, is a premeditated act of sexual treachery. This disturbingly lustful act of deceit leaves her pursuing flesh, much like she did her father in life. The corrupt world of Dante’s Inferno allows sinners to get a perverted version of what they sought through out their lives. Dante’s true love, Beatrice, is a pure and virginal woman, which is a contrast to the women committed to hell. The depths of hell that these women are condemned to for their sexual sins are the result of the deceit with which they acted. The more deceitful and heinous the act or treachery, the more severe the punishment and the deeper that woman is in hell.

Who Influences Me

19 Who Has an Influence on My Life Throughout life there are many people who influence you. Your family, friends, teachers, coaches, and even people who see you only once in your lifetime could influence you. Each person, as they grow up, changes either for better or even for worse from the impact of others. I am lucky to have to close relatives as my greatest influences in life because they change me for the better every day. The biggest influences in my life have been my grandparents and my mother. My grandmother has influenced my life greatly.She is always there when I need her and has helped shape me to the person I am today. My future has been influenced extremely by my grandma because she works as a nurse at a hospital in Sandusky. I was practically raised by my grandmother and since I have always been so close to her, I have decided to follow in her footsteps and create a career path for myself in the medical field. All the time she tells me stories about the hospital and the people she meets and is able to help. I would really like to be able to meet new people and help them as well and at the same time make my grandmother proud.Aside from all her outstanding and tedious work in the hospital, she also finds the time to make it to everyone of my sporting events. When I was just starting out in sports, I wanted to quit swimming because I was having such a hard time with it. However, my grandma told me to not give up and to push on. She has made a significant impact on my life. Another large influence in my life is my grandpa. From a very young age, he was my rock. He was the one that taught me to fish, to ride my bike, and even how to hula hoop.He not only is a great grandpa, but also he is a dedicated and extremely hard worker. Everyone could count on him to help them out in whatever they needed. I remember him always taking me with him when he used to go to people’s houses to either fix their heater or lawn mower or even fix their car. Currently, he fixes lawn mowers, weed eaters, or any other mechanical device that needed tuned up. He receives numerous calls from neighbors, friends, and even sometimes strangers because he gets the job done for little, or most of the time, no cost at all.He is a great person who puts everyone before himself. He has made a great deal of influence on me with the fact that I love to fix things and work on cars too. I will never forget the time we fixed up his old Jeep Wrangler together from complete scratch and put it all back together. Without him, I would be a total different person. Last but not least, my mother has impacted my life. It’s obvious that most mothers would naturally have a huge influence on their child’s lives, but my mom went beyond the normal.For example, around thirteen years old, my parents got a divorce. However, a long time before that they had many issues and arguments constantly. My mom knew that the marriage was over and probably was best to just end it, but instead she stayed in it for my sake. She influenced me by showing me sometimes you have to be selfless and put the ones you love before your own self. She ultimately sacrificed her happiness for my own. She has taught me that no matter what, you have to be strong and never give up.My mother not only taught me to be strong, she also taught me to always be the best person I can be and to give one hundred percent effort in everything I do. I learned that just getting by or taking the easy route isn’t okay and when things get tough I can’t just fold or fall down, I need to stand up and push through it. In conclusion, my grandparents and mother have made the biggest influences on my life. Without these three amazing human beings I wouldn’t be who I am today. They have instilled many valuable life lessons and created many of my current morals and for that I am eternally grateful.

Jurisdiction Assignment Example | Topics and Well Written Essays - 500 words

Jurisdiction - Assignment Example Moreover, Physician-assisted suicide is essentially contradictory with the medical doctor’s role as healer, would be hard or impossible to manage, and would pose serious risk to the entire society. Instead of taking part in assisted suicide, medical doctors should aggressively respond to the immediate needs of patients. Additionally, Patients should not be deserted once it is established that treatment of the illness is impossible. Patients who feel that death is preferable to life should continue to receive sufficient pain control, emotional support, good communication, comfort care and respect. In this case, Gena failed to exercise high level of care that a rational being would have exercised under the same condition. Therefore, Gena is liable for the damage because she failed to exercise reasonable care to prevent the damage, her own action resulted to damage and that there is a proximate cause of the damage—she kicked the ball which broke the window. I must prove that Gena owed a  duty of care, that Gena  breached or  neglected that duty, that the tortfeasor  caused  the damage (but for Gena’s actions, I would not have suffered the damage), that I suffered the loss as a result of that breach and finally, that there was  proximate cause  to prove the breach resulted to damage. The term assault can be defined as an intentional placing of another person in apprehension of imminent offensive contact with the clear ability to perform it. In this case, it is clear that Gena’s act was intended to cause apprehension of offensive contact and also her act indeed caused it. Therefore, Gena committed the tort of assault and so she is liable for it. This is kind of divorce is categorized under Ex parte divorce which occurs only when one spouse take part in court proceedings. The court can only grant this kind of divorce only and if the

America should not adopt a nationalized healthcare system because Research Paper

America should not adopt a nationalized healthcare system because - Research Paper Example Another major imbalance if government takes up medical insurance is that healthy people who take care of themselves would be forced to pay for people who overeat, smoke and drink. The philosophy, attitudes and stakes on those in power may be the deciding factor, in determining who gets what, in the future. America spends more on health care than any other country in the world. About 50 million people in America are uninsured, so we should revamp the system, say the supporters for change of the existing system. They complain about the lack of quality in the provision of insurance today. Nevertheless, plans are being proposed to bring these 50 million under the insurance net, without giving a thought to the drop in quality that would come in (Sebelious, 2009). Meanwhile, a huge debate is going on about having a nationalized health insurance policy with the government sponsoring a single payer health insurance. Let us try to analyze how far â€Å"it will lower the cost of health care for our families, our businesses and our governments† (The Obama Plan. 2009). Let us have a look at both sides of the coin. The idea of change has rooted in because we keep spawning politicians who think that they could make everyone’s life better since they have taken from the more ambitious and given it out to the people who do not have it. The politicians do this because it is the best way of presenting this proposed system to the people of America (Q&A: US healthcare reform. 2009). Let me present the best of the arguments, by those in favor of changing the system, one of the sides of the coin, These arguments are based on one false fact that should be pointed out first. The burgeoning population figure of people, who lack insurance coverage, is misleading. It includes illegal immigrants, Americans who earn over $50,000, people who are eligible for Medicaid or S-chip and even people who may have been in between jobs. The figures of non-citizens are nearly 10 million and more

Critical thinking Assignment Example | Topics and Well Written Essays - 250 words

Critical thinking - Assignment Example to use simple dictions that can be understood even by the common reader who is not so much specialized and familiar with medical issues and, most importantly, his desire and strong determination to obliquely make would-be-doctors of the great perils that surround the career for which they have plumped. Unlike other journals that look badly organized in so far as the form is concerned, Tien’s journal seems well organized and well developed given the effective and efficient writing techniques he deployed in his addressing of the issue. There is an introduction, a body and even a conclusion, all of which make his journal purposeful and worth-reading. What is more is that the presentation he attended paved the way for him to better approach the field of medicine he is engaged in and helped him a lot discover some striking and dangerous facts of which other would-be-doctors were heedless. Last but not least, I think that Tien’s journal seems coherent in that it abides by the linguistic rules. Besides, his critique is by no means very constructive. Initially, He started from something general and was capable of narrowing down the topic to reach the aim after which he was hankering. Thus, after the presentation, he did develop many good ideas that utterly changed his view of the work and these ideas shall unmistakably lead him to be so successful in his

Computer History Term Paper Example | Topics and Well Written Essays - 750 words

Computer History - Term Paper Example The classification is based on certain periods of time the computers was improved during. Every generation is characterized by the new invention. The first period is 1937 – 1946. It is characterized by the creation of the first computer. It was electronic digital devise created by Clifford Berry and John V. Atanasoff. The machine was named after its creators - Atanasoff-Berry Computer (ABC). Certainly, this computer and other machines created in its image and likeness were not perfect, they could not perform complicated tasks and had no operating system. There is an interesting fact that when one of the first computers was switched on, the nearby regions were out of power for some time. The second period lasted from 1947 till 1962. During this period the computers were improved as vacuum tubes was changed for transistors. These computers were already used in the business world and there were many programming languages created for them. Computers became powerful and capable of performing different tasks at once. Third generation is 1963-present. It is characterized the by the creation of integrated circuit. This improvement made the computers more compact, gave them more power and hundreds of different functions including the availability to run several programs at once. Microsoft Disk Operating System was developed in 1980 and the operating system Windows that is used now was born in 1990s. In 1980 Japanese experts created a ten-year plan. They planned to develop the new generation of computers with new functions. â€Å"This was an interesting plan for two reasons. Firstly, it is not at all really clear what the fourth generation is, or even whether the third generation had finished yet. Secondly, it was an attempt to define a generation of computers before they had come into existence. The main requirements of the 5G machines was that they incorporate the features of Artificial Intelligence, Expert Systems, and Natural Language† (Mannell). The pl an was promising because it was aimed at producing computers with certain capacities. Japanese experts wanted new computers to be able to perform the tasks, which humans can perform. They were planned to be able to learn and communicate with people. These functions are especially interesting and beneficial for linguists. Though these goals have not been reached yet, constant development of computers makes it possible to reach them in future. Speaking about computers it is impossible not to mention parallel computing. It is an idea aimed at improving computers’ capacity. At the beginning all the computers were serial with only one processor, however then it was decided to invent computers with several processors as they would be able to perform several tasks at once more efficiently and the programs would run faster. â€Å"Having multiple processors does not necessarily mean that parallel computing will work automatically. The operating system must be able to distribute progr ams between the processors (eg. recent versions of Microsoft Windows and Mac OS X can do this). An individual program will only be able to take advantage of multiple processors if the computer language it's written in is able to distribute tasks within a program between multiple processors. For example, OpenMP supports parallel programming in Fortran and C/C++† (Mannell). The constant improvement of a computer made it perfect and

Blackberry Strategic Management Dissection Research Paper - Stage 2

Blackberry Strategic Management Dissection - Stage 2 - Research Paper Example Blackberry, is among the major players in the communication industry, and must also not be left behind. In trying to remain competitive and relevant in the communication sector, Blackberry has so far developed and adopted various strategies which it tries to put in place. A strategy refers to an action or a set of plans that one uses in order to achieve one or more desired goals. Just from its vision and mission statement-of which vision is to offer solutions for global communication market including software products- the objective is to dominate the mobile computing marketplace of tablets and Smartphone. A strategy is therefore significant in order for it any firm to achieve its goals and objectives (Rumelt, 2011). Corporate strategy is mainly concerned with how the management of a given company provides clear directions for all its business units. This includes how the departments of the firm work together in order to achieve a given set of objectives of shareholders while ensuring that the value of the firm is also met (Cappelli, 1999). Some of the strategies are strategy of diversification. This is mainly concerned with how a firm can reduce risks that it is exposed to (Capon, Farley & Hulbert, 1987). Diversification can be when a firm introduces some new products and services for example Blackberry have introduced new services as enterprise services, messaging QNX embedded business and the devices business. Diversification has also seen Blackberry moved to different countries with varied levels of risks where they have even partnered with Faxconn to manufacture smartphones in Indonesia and also other rapidly growing markets. Diversification also has seen Blackberry reduce costs of producti on and at the same time increase on their market share as they can reach a greater number of people (Porter, 1996). Blackberry has also applied generic strategies. This is mainly concerned with extending in boundaries of the business by realizing synergies

Research Essay Example | Topics and Well Written Essays - 250 words - 8

Research - Essay Example ted patient to 30 degrees, controlling venous thromboembolism through anticoagulation and use of chronological compression devices, initiating early mobilization, practicing good hand hygiene, giving patient gastric acid histamine 2 blockers and performing daily routine interruption at 10 am to find the neurological status. The objective of this research paper is to support the argument that oral care in terms of timed tooth brushing in combination with VAP bundle can help prevent and mitigate the occurrence of VAP. This project specifically addresses timed oral care of medical ICU, neurologic and unconsciously ventilated patient on a twenty-four hour bed stroke. Several patients were formed into a control group that performed a usual oral care of brushing teeth after every eight hours. The results were quiet startling (A life in the day, 2013)The VAP rate in the intervention group dropped to zero after one week of every eight hours brushing. The result was so successful that the intervention group was released after six months and the teeth of all incubated patient after every eight hours until a zero rate maintained at the end of study. There is inadequate evidence to show whether difference in the duration of brushing has any effect on the outcome on the mechanically ventilated patient. There is ins ufficient evidence of the effects of other oral care

Customer Service at Richer Sounds Essay Example for Free

Customer Service at Richer Sounds Essay Richer Sounds believe that the most important measure of the success would be to give all their customers a great service and satisfaction. This is even important than making the profit margins high and gaining a lot of profit this is because Any organisation can increase their profits by increasing prices of goods, buying cheaper and low quality goods, cutting down on employees and many more but doing this Richer Sounds believe that there wont be good customer service due to less employees, customers wont purchase any expensive products which is not of good quality and through this they will keep losing customers The company believes once a customer purchases a product and thinks it was at low price and also sees it is off good quality with an excellent customer service given to him the he/she will always tend to come back to purchase more goods, in-fact the customer may also tell some of its friends and families about the prices that Richer Sounds have and like this the company will benefit in getting new and new customers all the time. How Richer Sounds strive to achieve superb customer service They think the following are important: Management commitment this means every director and every manager states the customer service as most essential in the business. This also means spending money to give excellent services Recruiting and training right people Colleagues are looked at their personalities and attitude while there are been giving an interview. All colleagues that have been given the job have a 3 day induction course which even concentrates in training the new colleagues how to give an excellent customer service Motivated colleagues if all colleagues are treated well and valued they will give good service to customers. For this reason the colleague support function is so critical. Measuring the results The best way to find the right results are to ask customer themselves therefore Richer Sounds does this through it sales questionnaires. Richer Sounds also have a mystery shopper who looks how well the colleagues manage their customers and how greatly they give customer service. The company also has telephone call system, which is been recorded, and through this they check how well store colleagues answer to customer problems. A customer friendly environment this include the ease of walking around the store, the layout of the store and how well are the products displayed and also how well each customer will be able to search for his/her product The company insist their colleagues to wear smart clear clothes with clear name badges and to greet all their customers. Responding to customer needs Training in customer service All new colleagues have to attend the three day induction course before they are allowed to serve customers. While doing this course they are also taught on the aspects of customer service, which includes: How to approach a customer within the stores Richer Sounds has several policies on approaching a customer such as: Not to approach a customer as soon as they have entered the store for any help, Once a customer enters they should greet them by saying hello and most strict rule is to not approach anyone from behind because it may scare them and only approach from the side or from the front The appearance of the colleagues all colleagues working in the sores have to were the Richer Sounds uniform with a name badge on it How to cope on busy days All tills must be used to serve customers and try to serve quite faster. When the queues are very long colleagues should offer customers standing and not standing in the queues a cup of tea or coffee. Usually no customers like to wait in queues especially when the store I very crowded. How to ask questions to customers colleagues should ask questions relating on the type of product they are looking for and not to encourage customers to buy items they dont wont because richer sounds believe this is the worse thing to do. How to handle payments the company uses all types of credit cards or any type of purchase whether the item is 99p or even if the item is i 99. 99. This is because there are times when people wont to pay later for the item they need because you get a time period to pay the amount and there are times when customers may have forgot their money at home but want to purchase the item so they can use the credit card. Due to this reason no one may leave the store without anything just because they forgot their money. How to cope with technical questions Health and safety each colleague should know how to take actions in emergency to do this they may need this training How to deal customers who have disabilities All colleagues should have respect for customers who have disabilities and should help them in all ways for which product they are looking for. All colleagues should be truthful in what they sell and how much they take because if there is a blind person needing a tape player the colleagues shouldnt charge more money to what it should be. How Richer Sounds Identify Customer needs and Expectation There are three main ways how richer sounds identify customer needs and expectation, which are: The till receipt questionnaires these are most important questionnaires because everyone who purchases a product will receive and if they taught they did get treated well at the store then he/she may fill the questionnaires. These questionnaires are also seen everytime the customers will see the receipt and so next time when they may come back to the store to purchase another item then they could also bring the filled questionnaires with them.

An Analysis of Elvis Presley’s Popularity Essay Example for Free

An Analysis of Elvis Presley’s Popularity Essay The article points three of the most salient reasons behind the huge success and enormous impact of Elvis Presley to the American society the unique personality of Elvis, the way his manager has handled him, and the right timing when he emerged. Although these factors apparently shows direct effects on Presley’s popularity and impact, it should still be noted that his success would not be possible if he sticks to bigotry and conservatism. According to the article, Presley’s singing like a Black man primarily attracts people’s interest. However, it should be emphasized that Presley’s popularity could be contributed as well to his rich background in music. Presley’s music was considered having the combined elements of Gospel, Country, and Blues. (Saffle, 2009). In fact, he was a church singer when he was just young, explaining his exposure to gospel songs. However, just like what the author of the article has pointed out, Presley was not the sole artist who is like that during the time. In fact, he was not the first White American to sing blues. (Gilmore 1998). To make things worse, when Presley started to perform songs of that particular genre, he was even accused of stealing it from the Black Americans (Bertrand 2000). Amidst controversies like these, Presley somehow managed to continuously attract the eye of the public not only through his flamboyant costumes, teasing movements, and energetic performances but through his unique and charismatic personality. It could also be argued that part of this huge success came from the effective handling of his manager—Colonel Tom Parker. The presence of Presley’s manager was also considered a great help for the King’s success. Identifying the potentials and the unique gift of his talent, Colonel was able to utilize the man’s gift to transform into a name that would be forever engraved in the history of American music. It could be true that Presley would have never achieved such success without the partnership with Colonel. Though this could be primarily attributed to Colonel’s outstanding management, the treatment of the two for each other also helped. Their relationship has surpassed that of a manager and a talent. There came a time that people were joking that they were like a married couple (Nash, 2003). They spent most of their time together that is why Colonel has successfully crafted Elvis’ career. However, when Colonel decided to stop Presley’s world tours and accepted television and movie projects instead, critics considered it a wrong move and death of Presley’s music career. They accused Colonel of being too greedy by accepting lucrative projects for his client, thus sacrificing the true talent of Presley. Nonetheless, Colonel has managed to regain his glory when Presley had his successful comeback in the music scene. There is also no doubt with the article’s argument regarding the emergence of Presley at the right time in the American history. However, in this particular situation, time is not the factor. Presley’s enormous impact to the American society could be accounted for his liberal ideas and decisions. He opted not to conform to bigotry. Instead, he used his music to propagate liberating ideas to his audience, who were mainly adolescents looking for freedom. Presley also paved way for the introduction of the Black music into the music mainstream. That would undeniably resolve the question as to why he is worthy for the title King of Rock ‘n’ Roll. Works Cited Gilmore, Mikal. Night Beat: A Shadow History of Rock Roll. USA: University of Michigan, 1998 Nash, Alanna. The Colonel: The Extraordinary Story of Colonel Tom Parker and Elvis Presley. USA: Simon and Schuster, 2003 Saffle, Michael. The Musical Characteristics of Elvis Presley. Published by The Government of the Hong Kong Special Administrative Region Education Bureau, 2009

Changes to the Concept of Mass Audience

Changes to the Concept of Mass Audience Is the concept of the mass audience becoming increasingly redundant as new communications technologies such as the internet and interactive tv develop. In order to understand whether the concept of the mass audience is still influential, with regard to new communications such as the internet and interactive TV, one will first need to know the meaning attached to the concept of mass audience theory.   Blumer (1950) argues that mass audience theory can be described in four parts.   Firstly, the mass audience may come from all walks of life, and from all distinguishable social strata; it may include people of different class position, of different vocation, of different cultural attainment, and of different wealth etc. Secondly, the mass is an anonymous group, or more exactly is composed of anonymous individuals (he means anonymous in the sense that unlike the citizens of earlier communities, the people who are members of the mass audience for the media do not know each other).   Thirdly, there exists little interaction or change of experience between members of the mass.   They are usually physically separated from one another, and, being anonymous, do not have the opportunity to mill as do members of the crowd.   Fourth, the mass is very loosely organised and is not able to act with the concertedness or unity of a crowd.   His statement was five years after the second world war.   This was during and after a period when the media was used as propaganda, through films, radio, and poster art that they had attempted to persuade mass audiences to follow their policies, in which to the critics of the time it is not surprising that the media must have seemed like a dangerous weapon in the wrong hands, capable of persuading millions to follow evil men.   The concept of the mass audience is essential to our understanding of the media.   It is the public in whose name programs are made and laws are passed.   It is the commodity that supports commercial broadcasting.   It is the arena in which the effects of mass communications are played out.   It is the place where the meanings and pleasures of media use are ultimately realized.   The audience, in short, is the foundation of the media’s economic and cultural power, whereby, without it, the entire enterprise has very little purpose, Webster and Phalen (1997).   The idea of an audience is common to both academic theory and industry practice.   As McQuail (2005) puts it, it is one of the few terms which can be shared without difficulty by media practitioners and theorists alike.   In most cases the audience is conceptualized as a large, loosely connected mass on the receiving end of the media.   In addition to this there are sufficient reasons to wonder whether the term audience is still a useful one, especially as there are so many kinds of use of many different communications media.   The term audience cannot easily be divested of its strong connotation of spectatorship, of rather passive watching and listening.   It is also closely tied in meaning to the reception of some message despite the fact that we know audience behaviour to involve several equally important motives or satisfactions, for example, social togetherness and the pleasures of actual use of a medium, regardless of content.   Despite this, there seems to be no viable alternative term, and so it will be used to cover diverse occasions.   In addition, Livingston (2002) comes to a similar conclusion, noting that no one term can be expected to cover the variety of relationships which now exist between people and the media.   She also adds that what is central is the nature of the relationship, rather than an artificial concept.   With this in mind one will move on to talk about the validity of the concept of the ‘mass audience’ becoming redundant as new communication technologies such as the internet and interactive TV develop.   Now, technology can be said to be one of the greatest challenges to the media in recent years, and one that will intensify further in the 21st century.   Its potential impact on the form and content of media output, the processes through which media messages are produced and consumed, and on the role of the media in society is bound to escalate to a level never seen before.   Such challenges are not new as the history of the mass media is a history of technological development with profound social consequences and implications at every stage.   There are however, strong grounds for believing that contemporary media are undergoing particularly dramatic technologically driven change, heralded by a qualitative new phase in the cultures of advanced capitalism.   This is a time that will be characterized by media interactivity, accessibility and diversity, with new freedoms for the audiences (or the consumer) McNair (1996).   It will also be the era of universally available cyberporn, information overload, and the decline or disappearance of some traditional media.   Cyberporn for example, is one big issue which has prompted some politicians and other interested parties to be pessimistic about the impact of these new technologies on the quality of cultural life.  Ã‚   The internet which is also known as the information superhighway through which information can be passed at an unprecedented rate, is a new medium which is currently having a strong impact on the production and consumption (mass audience) of the media.   The internet links millions of individual users and networks by satellite and cable, offering access to the Worldwide Web mainly used by commercial organizations and Usenet, a network for private individuals organized in to thousands of newsgroups.   These facilities can be used for advertising and promotion (including that of university departments, many of which now have a Web page profiling their activities); for on-line publishing of the type discussed earlier in the discussion of print media; and for communication between individuals by e-mail.   The latter maybe used for the circulation of data by researchers (for example, one could subscribe to a Latin American based services supplying up-to-date information about the Latin American media) or for a two way communication between geographically disparate users with a common interest.   As the internet develops and the infrastructure becomes more sophisticated it has become routine for virtual conversations to take place in cyberspace involving many individuals sending and receiving messages almost as quickly as if they were in the same room.   The power of the internet was first demonstrated during the San Francisco earthquake of January 1994, when it was used to send out the first information about the disaster, beating CNN and other news organizations to the Scoop.   But the significance of the internet for media culture goes beyond that of another leap in the speed of information dissemination.   It constitutes an entirely new medium, harnessing the vast information-handling potential of modern computers, now easily accessible to the mass consumer market as well as the traditional scientific and industrial users, and the distributive power of cable and satellite delivery systems.   The internet presents a further, and to date the most radical dissolution of the barriers of time and space which have constrained human communication since after the Second World War.   Speculation about what the Internet will do for and to human society abounds.   From one perspective, which we might describe as utopian; the Internet does indeed herald the emergence of a true global village, a benign virtual community accessible to anyone with a computer terminal and a knowledge of how to use it.   This perspective stresses the accessibility and interactivity of the new medium; the fact that it allows ordinary people to communicate across continents at the pressing of a return key on the keyboard of the computer, at relatively low cost (by comparison with telephone and fax), on all different types of issues and subjects.   The internet is not owned by any state or multinational company, and no state or company can control its use.   The internet’s relative freedom from the commercial and political constraints which have accompanied all previous communicative media, combined with its accessibility and interactivity, censorship, regulation, and commercialization like no other.   Another view is to see the internet as the latest in a long line of dehumanizing technological developments, producing a population of computer-nerds who, if they are not watching TV or fiddling with their play stations, are addictively surfing the Net.   The internet can be said to encourage not communication but isolation, in which one talks not to real people, but disembodied screens.   In addition to this, the cost of buying and owning a PC or laptop is rather expensive for countries whose economies are still developing.   Most people in these countries would not be able to afford to buy and own a PC or a lap top.   Hence, although it is a very useful medium used by people in the developed countries, it will take sometime before a more than average percentage of the general populis becomes aware of the major advantages of the use of the internet.   In most counties in the UK for example, there are libraries that provide free internet services for certain duration of time.   However, most people tend to use the internet for personalized e-mail services and searching for items and services.   These are not accessible through the traditional forms of the media (i.e. newspapers, brochures, etc).   Concerns about the implications of the internet are often based on a fear of its anarchic, uncontrollable character, precisely the qualities welcomed by its most enthusiastic advocates.   The internet, it is argued, provides an uncensorable platform for the dissemination of all kinds of antisocial messages.   For example, in the US newsgroups are devoted to the propaganda of extreme right-wing, pro-gun militias.   Cyberporn as earlier mentioned is also cited, particularly in relation to children and young people.   In July 1995, Time magazine devoted the bulk of an issue, and its cover, to the problem of cyberporn Elmer-Dewitt (1995).   The cover depicted a young boy, face reflecting the green light of a computer terminal, his eyes wide open with ama zement.   The article warned that Usenet and Worldwide Web networks were being used to distribute pornography all over the world, including as the cover illustration made clear to children and young adults.   The material being distributed was of the most extreme kind.   Rimm (1995) argues that computers and modems are profoundly redefining the pornographic landscape by saturating the market with an endless variety of what only a decade ago mainstream America defined as perverse or deviant.   Cyberporn does illustrate the threat posed by the internet, as seen by some.   To a greater extent than is true with traditional forms of disseminating pornography to the mass audience (and this applies to all morally or legally sanctioned information), the internet permits a private mode of consumption (no need for guilty browsing among the top shelves); it is user-friendly, allowing a high degree of selection and choice for anyone familiar with the system; and it is free of censorship, respecting no community standards or national boundaries.   As McNair (1996) puts it, traditional means of regulating and restricting pornography are useless on the Net.   And as children and young people are known to be among the most frequent and adept users of the Internet, cyberporn thus emerges as a serious threat to new generations.   Moral chaos and anarchy without the control of legislators does harbour information overload which acknowledges the inherent difficulty in imposing traditional constraints on the medium.   The key issue here is whether the internet i s a print medium, which enjoys strong protection against government interference, or a broadcast medium which enjoys strong protection against government interference, or a broadcast medium, which enjoys strong protection against government interference, or a broadcast medium, which may be subject to all sorts of government interference, or a broadcast medium, which may be subject to all sorts of government control Elmer Dewitt (1995).   The internet is neither print nor broadcasting, but a qualitatively new medium, to which conventional means of exerting control are extremely difficult, if not impossible, to apply.   It still remains to be seen if the global community (and it would have to be a genuinely global effort) can agree on standards of taste and decency for the Internet which are both enforceable and acceptable to the growing population of users.   According to the BBC (2004), new technologies and services are increasing the choice available to audiences and transferring power from schedulers and broadcasters.   Public sector broadcasting (PSB) providers will have to work much harder in future to persuade audiences to access their material and build brands across a variety of platforms.   They also add that fragmentation of audiences and the growth of digital television are posing new challenges for public service broadcasters.   BBC (2004) do suggest that changes in technology are also creating new and potentially more effective ways of meeting the needs of audiences in the nations, regions and localities.   The BBC also accepts a responsibility to explore partnerships with ot her broadcasters designed to sustain the wider PSB ecology.   The BBC is currently engaged in discussions with Channel 4 about a number of potential areas of co-operation.   These range from sharing R D and technology advances in new media services, through co-operating on international distribution, to options for pooling technical infrastructure, back-office functions and training.   In the same response by the BBC they argue that there is mounting evidence that regional television may be insufficiently local to meet the needs of some communities, having been hindered for decades by technology, topography and patterns of transmitters.   This response by the BBC to Ofcoms review also states that many viewers would prefer more local news to the current model of regional provision.   In their view, it is important to consider new ways of harnessing digital TV technology and broadband distribution, rather than simply replicating the traditional model of regional opt-outs.   McQuail, Blumler and Brown (1972) published results of research into the goals served by media use, not for society, but for media users.   They assumed media and content choice to be rational and directed to specific goals and satisfactions.   Audience members are conscious of the fact that they make choices.   In general these choices, or personal utility as McQuail calls it, are a more significant determinant of audience formation than aesthetic or cultural factors.   All these factors they assumed could be measured.   They do, offer an explanation of media-person interaction, which lists: diversion, personal relationships, personal identity and surveillance (or information seeking) goals.   McQuail in general was critical of this with regard to his earlier work and suggests that social origins and ongoing experience are important in understanding audience and media relations, which fell outside the initial behaviourist and functionalist leanings of the research.   These however are not so easily measured.   Social origins, any person’s class background, for example, can be translated into quantit ative terms (as more or less formal and informal schooling), but ongoing experience may, for any one person, take a multitude of forms that need not even relate directly to one another: from what one learns from an individual film or article in a magazine, to witnessing everyday racism or parental neglect in the street, to boredom doing a job that has seemed so exciting.   Theoretically, uses and gratifications never really develops.   It is impossible to establish whether uses indeed precede gratifications in time, or whether gratifications are legitimized by inventing uses.   If the latter is the case, the uses and gratifications model cannot free us from the dominant paradigm: we are still seduced by the media, to such an extent even that we invent needs for what is basically imposed on us by capitalism (commercial media) or paternalist nation-state (PSB).   It is also important to stress that gratificationist research as it has also been called, was not initially understood to be a mainstream or conservative approach to media and society.   On the contrary, it appeared to break with a tradition of only looking at effects (mass communication research) or at texts (such as the film criticism of the British journal Screen) in order to conclude something about audiences.   Gratifications research at least asked people and made them part of the media meaning society equation.   It is only when gratificationaist research is used as a spearhead in debates about the possible convergence of quantitative and qualitative traditions in media research (the first seen as conservative and mainstream, the second as its challenger), that media critics such as Ang (1989) offer a strong defence of ethnographic method against individualistic quantitative research and of taking a closer look at what we mean by the term active audience.   Ang (1989) argue that it is basically impossible to bring the two traditions in mass communication research together.   The social scientists who work with quantitative method in uses and gratifications research and have here been labelled mainstream may superficially be seen to use the same terms the critical researchers use, but this does not mean that the two have consensus over the way in which the object of study needs to be conceptualized, or infact over the goals and aims of science or social research as an enterprise. CONCLUSION One can conclude here that neither the optimistic nor pessimistic views described above represent a realistic appraisal of the Internet’s significance for media culture.   Certainly, as the utopian perspective asserts, the internet permits a qualitatively new level of communication between human beings, and hitherto unimagined access to all kinds of information.   But the resulting global village can be no more benign than the individuals who use it, and the materials sent down its superhighways and byways.   The Internet, like all previous developments in communication technology is destined to reflect the best and the worst that humanity has to offer.   It will continue to evade state censorship and arbitrary moral regulation, undeniably a good thing, but it will certainly be subject to a creeping commercialization, as its economic potential becomes clear in which the mass audience will play a major role in this revolution.   This process has already beg un, and will accelerate in the twenty-first century.   One will also add that successive waves of information revolution from the invention of the printing press to film and television, and now cyberspace have each presented problems of control and regulation for legislators in the UK and around the world, problems of adaptation and restructuring for the media industries; new challenges and temptations for audiences. REFERENCES AND BIBLIOGRAPHY Ang, I., (1989), Wanting audiences, On the politics of empirical audience research, in E. Seiter, H. Borchers, G. Kreutzner and E. Warth (eds) Remote Control, Television, Audiences and Cultural Power, London:   Routledge, pp. 79 – 95. Blumer, H., (1950), Audiences and Media Effects, An introduction. Briggs, A., and Cobley, P., (2002), The Media:   An Introduction, 2nd edition, Pearson Longman. BBC (2004), Ofcom review of public service television broadcasting – Phase 2 Report, November, A BBC Response. Berger, A.A., (1995), Essentials of Mass Communication.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Elmer-Dewitt, P., (1995), On a screen near you: cyberporn, Time, July. Hay, J., Grossberg, L., and Wartella, E., (1996), The audience and its landscape. Livingston, S., (2002), Young people and New media, London: Sage. McNair, B., (1996), Mediated Sex, London: Arnold. McQuail, D., (2005), Mass communication theory. McQuail, D., Blumler, J., and Brown, J., (1972), The television audience, a revised perspective, in D. McQuail (ed.), Sociology of Mass Communication, Harmondsworth:   Penguin, pp. 135 – 165. Rimm, M., (1995), Marketing pornorgraphy on the information superhighway, (on-line version), first published in George town Law Journal Spring. Whelan, P., and Webster, J.G., (1997), The mass audience:   Rediscovering the dominant model. www.ofcom.org.uk

Computer Technology :: essays research papers

A computer is an electronic device that can receive a set of instructions or program and the carry out this program by performing calculations on numerical data or by compiling and correlating other forms of information. ("Computer" Encarta). It also performs calculations and processes information with astonishing speed and precision. Computer Technology has improved our lives. It will continue to affect our future which will lead to an easier, less complicated lifestyle, with more job opportunities and their benefits. ("Computer." America On-line).The modern world of high technology could not have come about except for the development of the computer. (Astle 1). Different types and sizes of computers find uses throughout society in the storage and handling of data, from secret government files to banking transactions to private household accounts.("Computer" Encarta). Research and development in the computer world moves simultaneously along two-paths hardware designs and software innovations work in each are alternately influences the other.("The Future Of Computers" America On-line)Computers help people in many different ways, but many people prefer to use paper and pencil to write and to use folders and file cabinets to organize there papers. ("The Future of Computers." America On-line.) Many people in the world use computers to make their lives easier. Such advances computer technology will benefit us all. People use computers for research, organization, writing, communication for personal or business matters and even to look up stock updates. (Astle 786). Whether it is personal or business, computers can help make our daily life easier. Typing is quicker and easier and its also a lot neater than hand writing. When you type on a computer you can look at them and open them a lot faster than having a folder of papers you have to carry around where ever you go. (Masters 654). Computers can also help with editing a paper, they can even check spelling and grammar. Typing on a computer today is probably the most common way people write there research papers, reports and other documents for school and business.("How Computers Make Your Life Easier" America On-line).Families can use computers to keep in touch with each other through E-mail.They help people talk with others all around the world, using different services and methods. ("Information Superhighway." America On-line). Since computers are used all over the world for research, almost all libraries and museums are based on computers. ("How Computers Make Your Life Easier" America On-line).

Why should women become priests? :: Essays Papers

Why should women become priests? Catholic Churches today and in the past 40 years or so have been starting to ordain women as priests. Most people think this is completely sacrilegious and revolting against the church. But, women do not want to become priests because they are angry, or because they want to win, or because they want to trample men’s feelings, but because they are searching for the truth about themselves as women, and so they can relate more to God. Let me explain. First, let me begin with feminism. Feminism is the belief that women and men are equal in dignity as human beings. Most people would agree that equal dignity, at times, has been denied for women. This changes attitudes, concepts, and structures to reveal this equality. Also, feminism is not just a call for women to have an equal place in the current system of the Church, but rather it challenges people to rethink the system itself in the light of women’s experience. Women do not want merely equal access to priesthood in the Church, they want to remake it (Bielgrien 13). Women continue to strive for equal status in the church. They are beginning to oppose more and more of the Church’s teaching. Feminists are now opposing the idea that humans have a â€Å"dual anthropology.† The Church supports this philosophy and explains that â€Å"women’s human nature is naturally different from men’s human nature† (Bielgrien 13). Arguments against the ordination of women imply this nature, in which sexual differentiation is seen as an essential element and therefore part of the divine plan that God wants. The dual nature of men and women is the ordaining principle for complementary roles, functions, and activities of women and men† (Bielgrien 13-15). However, women who are in favor of ordaining women priests say there is a â€Å"one-nature anthropology.† This philosophy claims that â€Å"there is no preordained role or function, beyond the biological, for either men or women since the appropriate activities of the individual are extrapolated from spiritual and personal characteristics† (Bielgrien 16).

Ghana, the mixed capitalist Essay

Gold Coast, now Ghana had his independence in 1957 after a long struggle with our colonial masters, the British by Kwame Nkrumah and others who helped in diverse ways such as â€Å"the Big Six† and others. Colonized by the British, Ghana has gone through a lot of systems of governance; Monarchical, autocracy and now democracy. So is with economic systems which go with any form of governance system. Currently there are about four (4) economic systems in the world which are; socialist, capitalist, mixed economy (Socialist and Capitalist) and Islamic economic jurisprudence. The Economic Systems All these are economic systems and it is defines those who controls and owns the economic resources which forms the â€Å"means† in economics. Every economy is measured by the usage of its means and the nature of the â€Å"means† owners determines the kind of economic system the country runs. Socialist system of economy is a one that has its resources highly controlled by the central government. E. g. USSR (Russia, Ukraine, Yugoslavia etc), the Capitalist economy is that whose resources is highly owned and controlled by private individuals or a body other than the government. E. g. USA, UK, part of Europe etc. The Mixed economy is that which combines both the socialist and the capitalist economic systems to run the country’s economy. In that, the central government controls part of the economy whiles the other part is controlled by private participation. Functions of the Economic Systems There are multiple components to economic systems. Their interaction may be coherent or result in instability. Decision-making structures of an economy determine the use of economic inputs (the factors of production), distribution of output, the level of centralization in decision-making, and who makes these decisions. Decisions might be carried out by industrial councils, by a government agency, or by private owners. Every economic system represents an attempt to solve three fundamental and interdependent problems: What goods and services shall be produced and in what quantities? How shall goods and services be produced? That is, by whom and with what resources and technologies? For whom shall goods and services be produced? That is, who is to enjoy the benefits of the goods and services and how is the total product to be distributed among individuals and groups in the society. E. g. the current load management by the VRA and the ECG. Thus every economy is a system that allocates resources for exchange, production, distribution and consumption. The system is stabilized through a combination of threat and trust, which are the outcome of institutional arrangements. An economic system possesses the following institutions: Methods of control over the factors or means of production: this may include ownership of, or property rights to, the means of production and therefore may give rise to claims to the proceeds from production. The means of production may be owned privately, by the state, by those who use them or be held in common. A decision-making system: this determines who is eligible to make decisions over economic activities. Economic agents with decision-making powers can enter into binding contracts with one another. A coordination mechanism: this determines how information is obtained and used in decision-making. The two dominant forms of coordination are planning and markets; planning can be either de-centralized or centralized, and the two coordination mechanisms are not mutually exclusive and often co-exist. An incentive system: this induces and motivates economic agents to engage in productive activities. It can be based on either material reward (compensation or self-interest) or moral suasion (for instance, social prestige or through a democratic decision-making process that binds those involved). The incentive system may encourage specialization and the division of labour. Organizational form: there are two basic forms of organization: actors and regulators. Economic actors include households, work gangs and production teams, firms, joint-ventures and cartels. Economically regulative organizations are represented by the state and market authorities; the latter may private or public entities. A distribution system: this allocates the proceeds from productive activity, which is distributed as income among the economic organizations, individuals and groups within society, such as property owners, workers and non-workers, or the state (from taxes). A public choice mechanism for law-making, establishing rules, norms and standards and levying taxes. Usually this is the responsibility of the state but other means of collective decision-making are possible, such as workers’ councils. The Ghana’s Economy Ghana’s economy is purely a mixed type with the resources sharply divided between the public and private participation. The service sector is highly controlled by the government while the production sector is dominated by private and group participation. Decision making, which determines the direction of the economy and the type system, is done a lot of the times, through consultations with stakeholders of the economy. Example; when the power and water companies wanted to review utility tariffs to a certain percentage, there was a lot of consultations thereby; getting the rate we have now. Ghana, before the independence was purely capitalist. After independence, the then government focused on turning the economy into a communist/socialist system. They invested so much in agriculture which was the only sector controlled by the government and also reached out to industrialize the economy. Currently, Ghana is well-endowed with natural resources and agriculture accounts for roughly one-quarter of GDP and employs more than half of the workforce, mainly small landholders. The services sector accounts for 50% of GDP. Gold and cocoa production and individual remittances are major sources of foreign exchange. Oil production at Ghana’s offshore Jubilee field began in mid-December, 2010, and is expected to boost economic growth. Finally, I may agree with the statement but require more facts to completely justify its truth. Ghana is a mixed economy but capitalist oriented on the face assessment value of the various sectors. But can justify, if all percentages of public/private participation of the economic sectors are well defined. This will couple with the clear policy direction of the present governments which has state on record as being social democrats and has manifestoes seeking to provide a lot for the people.

Advantages of Human Genetic Engineering Essay

Genetic engineering in its present form has been around for approximately twenty five years. The dictionary defines human genetic engineering as the alteration of an individual’s genotype with the aim of choosing the phenotype of a newborn or changing the existing phenotype of a child or adult. There are many social consequences that are associated with genetic engineering which has caused much debate from its beginning in 1970s. The benefits of human genetic engineering are endless, the most predominant advantages include curing genetic diseases, increasing human immunity, and the production of more effective pharmaceuticals. The most promising benefit of human genetic engineering is gene therapy. Gene therapy is the medical treatment of a disease by repairing or replacing defective genes or introducing therapeutic genes to fight the disease. Over the past ten years, certain autoimmune diseases – diseases resulting from a disordered immune system reaction – and heart disease have been treated with gene therapy. Many diseases, such as Huntington’s disease, Lou Gehrig’s disease, or. ALS, and cystic fibrosis are caused by a defective gene. The hope is that soon, through genetic engineering, a cure can be found for these diseases by either inserting a corrected gene, modifying the defective gene, or even performing genetic surgery. Eventually the hope is to completely eliminate certain genetic diseases as well as treat non-genetic diseases with an appropriate gene therapy. Gene therapy researchers are also studying ways to improve a patient’s immune response to cancer. In this approach, the treatment is used to stimulate the body’s natural ability to attack cancer cells. In one method, researchers take a small blood sample from a patient and insert genes that will cause each cell to produce a protein called a T-cell receptor, or TCR, which is responsible for recognizing antigens and disease fighting antibodies. The genes are transferred into the patient’s white blood cells and are then given back to the patient. In the body the TCRs then recognize and attach to certain molecules found on the surface of the tumor cells. Finally, the TCRs activate the white blood cells to attack and kill the tumor cells. Scientists are also investigating the insertion of genes into cancer cells to make them more sensitive to chemotherapy, radiation therapy, or other treatments. In other studies, researchers remove healthy blood-forming stem cells from the body, insert a gene that makes these cells more resistant to the side effects of high doses of anticancer drugs, and then inject the cells back into the patient. Human genetic engineering can also be used as a disease preventative by increasing ones immunity. People infected with a serious illness may not show symptoms of the disease for long periods of time. These latent, or inactive, infections can develop into an active disease without warning and also can be passed on to others. This new approach focuses on controlling or stimulating the immune system to cure latent infections and prevent them from causing disease. This research in immunity has the potential to significantly reduce illness, death, and disease transmission. An example of this preventative application is the improvement in the treatment of HIV. The AIDS/HIV disease is a viral infection that destroys immune responses. The disease can be treated with drugs, however these drugs do not eliminate the virus from the body. Currently a patient must remain on these drugs for the remainder of their life. The purpose of genetic engineering’s pre-clinical studies is to advance towards clinical trials with a cell-based method of enhancing the patient’s own immune response against the virus. This approach involves identifying anti-HIV receptors that will be introduced into the patient’s own blood-forming stem cells. This approach has the potential to provide long-term immune control of virus replication, and may require only one or a few administrations. Another benefit from the study of human gene altering is with the creation of new drugs. Pharmaceutical advances in genetic engineering have made it possible to use plants as factories for protein production. Plant-made pharmaceuticals are made by inserting a segment of DNA that encodes the protein of choice into plant cells. The plants or plant cells are essentially factories used to produce the desired proteins and are only grown for the purpose of human pharmaceuticals. An example of this pharmaceutical application is gene splicing, one of the earliest uses of genetic engineering. Gene splicing was first used to manufacture large amounts of insulin, which was made using cells of E. coli bacteria. Interferon, which is used to eliminate certain viruses and kill cancer cells, is also a product of genetic engineering. Another byproduct is a type of human growth hormone; it’s used to treat dwarfism and is produced through genetically engineered bacteria and yeasts. Today, research in the field of human genetic engineering continues to be used in the production of a variety of drugs and hormones for medical advantages. Human genetic engineering – the application of scientific methods, procedures, and technologies that allow manipulation of genetic material in order to alter the hereditary traits – is a topic that had been debated about for many years. The field of human genetic engineering is growing and changing at a tremendous pace. Future advance in genetic engineering could possibly eliminate diseases, deformities, prolong life, and overall improve human life.

Global Citizenship Essay

We live in a â€Å"global† world now. Corporate globalization is prevalent nearly everywhere. Travel is more common than ever before. We get news in our homes about any place in the world seconds after it happens. The internet allows us to connect with people all over the world. It allows us to stay in touch with people as we move all over the world as well. We even have an international language! English is spoken (by at least some portions of the population) nearly everywhere you go. Everyone has the potential of being a Global Citizen if they wish to but it takes courage, commitment, and a sense of humour to become one. Global citizenship might sound like a vague concept for academics but in fact it’s a very practical way of looking at the world which anyone, if given the opportunity, can relate to. In the context of globalization, thinking and acting as a global citizen is immensely important and can bring real benefits. To have a full insight of what it means to be a â€Å"global citizen†, one needs to understand what it means to be a citizen. A citizen is a native or naturalized member of a state or nation who owes allegiance to its government and is entitled to its protection (distinguished from alien). It also refers to a person owing loyalty to and entitled by birth or naturalization to the protection of a state or nation. According to some accounts, citizenship is motivated by local interests (love of family, communal fairness, self-interest), global interests (a sense of universal equality), and concern for fellow human beings, human rights and human dignity. The key tenets of global citizenship include respect for any and all fellow global citizens, regardless of race, religion or creed and give rise to a universal sympathy beyond the barriers of nationality. At Oxfam Education, Global Citizenship is believed to be more than the sum of its parts. It goes beyond simply knowing that we are citizens of the globe to an acknowledgement of our responsibilities both to each other and to the Earth itself. Global Citizenship is about understanding the need to tackle injustice and inequality, and having the desire and ability to work actively to do so. It is about valuing the Earth as precious and unique, and safeguarding the future for those coming after us. â€Å" Global citizenship can be defined as a moral and ethical disposition which can guide the understanding of individuals or groups of local and global contexts, and remind them of their relative responsibilities within  various communities (Barack Obama , 2008). Global Citizenship is a way of thinking and behaving. It is an outlook on life, a belief that we can make a difference. When translated into participatory action, global citizenship entails a responsibility to reduce international inequality (both social and economic), to refrain from action which compromises an individuals’ well-being, and avoids contributing to environmental degradation. A typical example of a Global Citizen is someone who: is aware of the wider world and has a sense of their own role as a world citizen; respects and values diversity;  has an understanding of how the world works economically, politically, socially, culturally, technologically and environmentally; is outraged by social injustice;   participates in and contributes to the community at a range of levels from local to global; is willing to act to make the world a more sustainable place; takes responsibility for his/her actions. To create a world of Global Citizens, education must be a priority. Though not as an additional subject but as an ethos that can be promoted in class through teaching the existing curriculum in a way that highlights aspects such as social justice, the appreciation of diversity and the importance of sustainable development. In the wider school setting, Global Citizenship can be reflected in the way you relate to those around you. As Global Citizens it is of utmost importance to know that we were born in this world and not aliens, and we also owe our allegiance to the â€Å"government† which we are citizens of. We must also protect our country — the world — when called on to do this. If our homeplace is attacked, with bombs or soldiers or internal rioting and terrorism, we are required to stand up and defend it. As citizens of the world, we must stand up, truly, to the attack on our home that is occurring on a daily basis. We must stand up to the environmental degr adation that is tearing apart our land and depleting our water. If we are citizens of the world, it is imperative that we stand up and protect our country if it is being threatened. The only way to truly achieve a lasting change is to further develop a globally connected mindset and engage those around to foster fair, equal and sustained partnerships with one another in this world. For this reason I, as a Global Citizen, will strive to reach a  deeper understanding of issues relevant to global poverty; and act with compassion, serving as an advocate and activist for positive change in the world. I also pledge to the following: I will seek innovative means to address global issues such as poverty e.t.c I will take it upon myself to think critically about the social and environmental consequences of my actions as it might have either positive or negative impact on otherparts of the world as well as future generations. I will make purchases carefully, taking into account the social and environmental factors of the creation and transport of all consumer goods and also minimize the waste I produce so as make a positive impact on the environment. I will build awareness about issues of social and environmental justice in any and all communities that I am a part of. In whatever field I find myself employed, I will do everything I can to ensure that it adheres to the utmost standards of social and environmental consideration. I understand that the only way to truly achieve lasting change is to further develop a globally connected mindset and engage those around me to foster fair, equal and sustained partnerships with others in this world.

Tess of the D’urbervilles

Discussion Director – Tess of the D’Urbervilles 1. One of the biggest issues in this novel is whether Tess is victimized, whether she is responsible for her fate, or whether she is partially victimized and partially responsible for her fate. What do you think? Throughout the entire novel, Tess has been victimized by others and by pure accident. Starting from the very beginning when her father found out about their link to the D’Urbervilles, every misfortune she experienced was initiated by external forces.Her own mistakes are minimal and forgivable until the end of the novel. Some of the readers of the literacy circle argued that Tess is responsible for her fate in the end because of her decision to kill Alec. I believe that she had been far too pressured and in the end she exploded and did something out of desperation. If she hadn’t been victimized for so long before her death, she definitely would not have committed such a crime. 2. Are there times when Tess does have a choice and her decisions and actions are the result of her character?Yes, Tess does make her own decisions throughout the novel. For example, when she decides to tell Angel about her past, this is a decision based on her character. Although one can’t say she is to blame for his reaction, nor can anyone criticize her for her honesty, it was this decision that got her abandoned by her husband. She makes many decisions where she ends up getting in a worse situation, however up until the end, all her intentions are good natured. 3. The best tragedy–highest tragedy in short–is that of the WORTHY encompassed by the INEVITABLE. The tragedies of immoral and worthless people are not of the best† Do you agree with Hardy? Do you believe that the novel is a tragedy? Yes I agree with Hardy. It is more tragic to read about a good person who experiences terrible events and catastrophes rather than bad people. It is tragic because one would not expect ter rible things to happen to good people, the common idea being that positive actions get positive rewards.The idea of tragedy being inevitable scares readers in believing that human beings are hopeless in the hands of fate. This idea of tragedy that Hardy describes is illustrated in the novel. Tess is exactly what he says a good tragedy is about, a good person that succumbs to the inevitable. 4. How does Alec show himself to be a better, more considerate, less purely villainous person than we might have believed him to be earlier? Are his actions toward Tess ever motivated by love? Alec returns in the plot as a convert. He went from being a rapist to being a priest.He shows himself to be better by wooing Tess with the promise of comfort and love. He compares himself to Angel and tells her that Angel will never come back. He tells her the truth about his last name and provides her with honesty. I don’t believe his actions toward Tess are motivated by love. Someone in love would not have tempted her so devilishly with money and shelter; they would provide emotional support above all. If Tess did not feel there was love between them, then most likely he was still his same old scheming self.

Bskyb Marketing Plan

The target markets of BSkyB are both individual citizens and small business enterprises, where the later will be at the centre in the targeting. BSkyB (Sky) is to segment the targeted markets geographically where the concentration will be small cities in UK. BSkyB (Sky) will concentrate its product/service strategy on SMS texting, apart from other common mobile communication services. BSkyB (Sky) plans competitive pricing to appeal the customers in UK mobile telecommunication sector. When it comes to distribution strategy, BSkyB (Sky) will place its services to the organized retail shops in the UK mobile telecommunication sector. For some markets, the distribute shops will be opened BSkyB (Sky) in malls of the geographically segmented cities. In order to reach the targeted customers in UK mobile telecommunication market BSkyB (Sky) will centrally focus on advertising so far as promotion is concerned. INTRODUCTION BSkyB (Sky) is a comparatively youthful firm in UK telecommunication industry, however has a considerable and rising track in the UK. BSkyB (Sky) offers an array of entertainment and communications services to just about 40% of homes, where its aired television channels are watched by more than half the populace every week in the country, and moreover BSkyB (Sky) employs thousands of group all through the different regions of UK the country. BSkyB (Sky) claims to have changed consumers’ experience of television and home communications in UK, whilst making momentous returns for its shareholders and further confidently contribute to the economy of the country overall. More clearly, overall, BSkyB (Sky) was projected to s put in a ? 5. billion giving to UK GDP in the year of 2011. So far as UK telecommunication industry is concerned, BSkyB (Sky) is fast emerging as a major player in the industry as regards the market segments of broadband and telephony markets, though its performance in these market segments are yet to be acknowledged as leading (CorporateSky, 2013). The major facts about BSkyB (Sky) are presen ted in the Table. Table: Key Facts: BSkyB (Sky) Source: BSkyB (2013) Adjusted operating profit for BSkyB (Sky) is a foremost measure of the underlying business performance. It has increased by 14% in 2012(? m) Source: CorporateSky (2013) Even though BSkyB (Sky) is making substantial profits restricting its operation the solo targeted segment of UK telecommunication market, yet it has ample opportunity to grow and increase profits shifting gears, where there ia an opportunity awaiting in mobile telecommunications services market segment. It is in this context that a marketing planning is developed for BSkyB (Sky) in this report. IDENTIFICATION AND ASSESSMENT OF MARKET The marketing process of a firm all concerns to planning and implementation of the research objectives defined in terms of the identified market segment to be targeted. This is what marketing management is described as an order of selecting target markets and further based on marketing planning acquire, carry on, and nurture customers all the way through generating , bringing and communicating advanced customer value. In this framework, marketing practitioners in firms are expected to be possessing proficient skill as per the requirements in the market, and they need to look for controlling the echelon, time, and concerto of demand (Mullins, Boyd and Larreche, 2006). The marketing attempt is connected to not only servicing he customers but as well benefiting the firms. So far as identification and assessment of the market is concerned, the procedure all concerns to analysing marketing opportunities, deciding target markets, planning marketing strategies, extending marketing agendas and finally monitoring and controlling the marketing endeavor that largely connect to marketing planning . However, a foremost component of the marketing planning process is discerning, innovative marketing strategies and plans that may well direct marketing attempts (Kotler and Keller, 2009:80). In this direction, the first and foremost task is to identify the opportunities in the market and find out the prospective segments where a firm can take opportunities to enhance its business and profitability. This report all concerns to identifying and assessing potential segments for BSkyB (Sky) UK telecommunication market. This business organizing operating in UK telecommunication industry is yet to make a mark and achieve a leading position. On the basis of identified market opportunities, it might be suggested to BSkyB (Sky) to concentrate on mobile telecommunications services, which appears a promising market segment, where BSkyB (Sky) huge opportunities to expand its business and so the profitability in order to emerge as a leading player in UK telecommunication industry. It is worth to mention here that UK mobile telecommunications market corresponds to one of the most striking tele-communications markets globally , with the mobile telecommunications services market segment creating just about ? 1 billion of revenue yearly, where yearly growth in this market segment is projected to total ? 900 million yearly. Therefore, BSkyB (Sky) should target acquiring 30% of the yearly revenue by 2018, after five years of systematic implementation of the extended marketing plan. MARKETING PLAN The marketing plan is the most fundamental tool for expressing and integrating the marketing attempts whilst targeting to a specific marke t. The marketing plan functions on two echelons namely strategic and tactical. Firstly when it comes to strategic marketing planning it all concerns to establishing target markets and the value offer for the customers. On the other hand, the tactical marketing planning spells out the product, price, place and promotion as strategies (Kotler and Keller, 2009:80). In the Figure a methodical process of marketing plan model is developed that involves planning, implementation, and controlling. Figure: Marketing Planning Model Source: Kotler and Keller (2006) In order to develop marketing planning for BSkyB (Sky), the both the strategic and tactical approach is adopted where the focus of the marketing efforts is concentrating on marketing mix components in the forms of product, price place, and promotion, apart from segmentation and targeting. Moreover, the marketing planning process for BSkyB (Sky) is developed based on the model extended by Kotler and Keller (2009) as mentioned above. This marketing planning is developed for BSkyB (Sky) to target the mobile telecommunication market segment in UK telecommunication market, so that BSkyB (Sky) could expand its business in the market and emerge as a leading player in the segment with enhancing its profitability for ensuring long term survival and sustainability. The planning involves marketing objectives, segmentation and targeting. The implementation involves marketing mix strategy and finally controlling involves measuring and reviewing the mid term achievements. This marketing plan is developed keeping in mind the duration of five years. Marketing Objectives, Targeting and Segmentation The process and strategy of segmentation all concerns to positioning strategy of a firm in the market, where the firm has already recognized and assessed the targeted customers , and further it is indispensable to determine as what position the firm wishes to engage in the selected market segments (Armstrong and Kotler, 2005). For getting done a thriving positioning, whilst the target customers discover that the product fulfills their wishes and needs, there are strategies the firm needs to peruse in the forms of defining objectives, deciding target markets and for segmentation(Mullins, Boyd and Larreche, 2006; Kotler and Keller, 2009). UK mobile telecommunications market corresponds to one of the most striking telecommunications markets globally, with the mobile telecommunications services market segment creating just about ? 21 billion of revenue early, where yearly growth in this market segment is projected to total ? 900 million yearly. Therefore, BSkyB (Sky) should target acquiring 30% of the yearly revenue from mobile telecommunications services market segment by 2018, after five years of systematic implementation of the extended marketing plan. The target markets of BSkyB are both individual citizens and small business enterprises, where the later will be at the centre in the targeting. BSkyB (Sky) is to segment the targeted markets geographically where the concentration will be small cities in UK. Marketing Mix Strategy The strategy of marketing mix involves deciding strategy about the four components of marketing mix namely product, price, place and promotion. In fact marketing mix strategy is trademark of marketing actions. Marketing mix is in fact a conscious attempt as regards division of a firm to decide on their offered products/services that eventually determine the success/failure of the firm in the market. Hence, the marketing mix strategy should be in line with the point in time, competition and the hope of the customers (Armstrong and Kotler, 2005). Accordingly the marketing mix strategy is developed for BSkyB (Sky). Product/Service BSkyB (Sky) will concentrate its product/service strategy on SMS texting, apart from other common mobile communication services. Price BSkyB (Sky) plans competitive pricing to appeal the customers in UK mobile telecommunication sector. This implies that BSkyB (Sky) will decrease or increase the price of services keeping in mind the movements of competitors, though high pricing strategy will be avoided in order to penetrate the market. Place When it comes to distribution strategy, BSkyB (Sky) will place its services to the organized retail shops in the UK mobile telecommunication sector. For some markets, the distribute shops will be opened BSkyB (Sky) in malls of the geographically segmented cities. Promotion In order to reach the targeted customers in UK mobile telecommunication market BSkyB (Sky) will centrally focus on advertising so far as promotion is concerned. The budgeting of promotion is to be as following: Print Advertising| Electronic Advertising| Internet Advertising | Others| 25%%| 35%| 30%| 10%| Controlling Strategy Yearly or half yearly controlling of marketing plan is suggestive in order to make sure that the firm is not wastefully expending and achieving the marketing objectives as per planning. So far as performance achievement is concerned financially the foremost ratio to watch is marketing expense-to-sales ratio. Moreover, the period-to-period fluctuations in every ratio may well be tracked on a control diagram. The conduct of consecutive remarks even within the higher and lower control limits ought to be looked at (Mullins, Boyd and Larreche, 2006). UK mobile telecommunications market corresponds to one of the most striking telecommunications markets globally , with the mobile telecommunications services market segment creating just about ? 1 billion of revenue yearly , where yearly growth in this market segment is projected to total ? 900 million yearly. Therefore, BSkyB (Sky) should target acquiring 30% of the yearly revenue by 2018, after five years of systematic implementation of the extended marketing plan. The achievement in this regard will be evaluated on yearly basis. Furthermore, period-to-period fluctuations in every ratio will be tracked on a control diagram by the marketing practitioners in BSkyB (Sky). Following is the planning of controlling on yearly basis. 1st year| 2nd year| 3rd year | 4th year | 5th year | %| 5%| 10%| 5%| 5%| In order achieve the marketing objectives, performance evaluation will be conducted on half yearly basis, and in the case of success/failure of achieving targets, further planning will reviewed accordingly. CONCLUSIONS AND RECOMMENDATIONS Even though BSkyB (Sky) is making substantial profits restricting its operation the solo targeted segment of UK telecommunication market, yet it has ample opportunity to grow and increase profits shifting gears, where there ia an opportunity awaiting in mobile telecommunications services market segment. BSkyB (Sky) should target acquiring 30% of the yearly revenue by 2018, after five years of systematic implementation of the extended marketing plan. In order to develop marketing planning for BSkyB (Sky), the both the strategic and tactical approach is adopted where the focus of the marketing efforts is concentrating on marketing mix components in the forms of product, price place, and promotion, apart from segmentation and targeting. BSkyB (Sky) should target acquiring 30% of the yearly revenue from mobile telecommunications services market segment by 2018, after five years of systematic implementation of the extended marketing plan. The target markets of BSkyB are both individual citizens and small business enterprises, where the later will be at the centre in the targeting. BSkyB (Sky) is to segment the targeted markets geographically where the concentration will be small cities in UK. BSkyB (Sky) will concentrate its product/service strategy on SMS texting, apart from other common mobile communication services. BSkyB (Sky) plans competitive pricing to appeal the customers in UK mobile telecommunication sector. When it comes to distribution strategy, BSkyB (Sky) will place its services to the organized retail shops in the UK mobile telecommunication sector. For some markets, the distribute shops will be opened BSkyB (Sky) in malls of the geographically segmented cities. In order to reach the targeted customers in UK mobile telecommunication market BSkyB (Sky) will centrally focus on advertising so far as promotion is concerned. Period-to-period fluctuations in every ratio will be tracked on a control diagram by the marketing practitioners in BSkyB (Sky). In order achieve the marketing objectives, performance evaluation will be conducted on half yearly basis. REFERENCES Armstrong, G. and Kotler, P. (2005), Marketing: An Introduction, 7th Edition, Prentice Hall Inc. , Upper Saddle River, N. J. Company Report (2012), BSkyB (Sky) Industry Report (2012), UK Mobile Telecommunication Industry: Euromonitor International. Kotler, P. and Keller, K. L. (2006), Marketing Management, 12th Edition, Prentice Hall Inc. , Upper Saddle River, New Jersey. Mullins, J. W. Walker, O. C. , Boyd, H. W. and Larreche, J. C. (2006), Marketing Management, 5th Edition, McGraw-Hill, New York. BSkyB (2013), â€Å"Key facts figures†. [Online] accessed from http://corporate. sky. com/about_sky/key_facts_and_figures [22 March, 2013] CorporateSky (2013), â€Å"British Sky Broadcasting Group Plc : Unaudited results for the six months ended 31 December 2012†. [Online] accessed from http://corporate. sky. com/documents/pdf/latest_results/q2_press_release_2 01213. pdf [23rd March, 2013] Bskyb Marketing Plan The target markets of BSkyB are both individual citizens and small business enterprises, where the later will be at the centre in the targeting. BSkyB (Sky) is to segment the targeted markets geographically where the concentration will be small cities in UK. BSkyB (Sky) will concentrate its product/service strategy on SMS texting, apart from other common mobile communication services. BSkyB (Sky) plans competitive pricing to appeal the customers in UK mobile telecommunication sector. When it comes to distribution strategy, BSkyB (Sky) will place its services to the organized retail shops in the UK mobile telecommunication sector. For some markets, the distribute shops will be opened BSkyB (Sky) in malls of the geographically segmented cities. In order to reach the targeted customers in UK mobile telecommunication market BSkyB (Sky) will centrally focus on advertising so far as promotion is concerned. INTRODUCTION BSkyB (Sky) is a comparatively youthful firm in UK telecommunication industry, however has a considerable and rising track in the UK. BSkyB (Sky) offers an array of entertainment and communications services to just about 40% of homes, where its aired television channels are watched by more than half the populace every week in the country, and moreover BSkyB (Sky) employs thousands of group all through the different regions of UK the country. BSkyB (Sky) claims to have changed consumers’ experience of television and home communications in UK, whilst making momentous returns for its shareholders and further confidently contribute to the economy of the country overall. More clearly, overall, BSkyB (Sky) was projected to s put in a ? 5. billion giving to UK GDP in the year of 2011. So far as UK telecommunication industry is concerned, BSkyB (Sky) is fast emerging as a major player in the industry as regards the market segments of broadband and telephony markets, though its performance in these market segments are yet to be acknowledged as leading (CorporateSky, 2013). The major facts about BSkyB (Sky) are presen ted in the Table. Table: Key Facts: BSkyB (Sky) Source: BSkyB (2013) Adjusted operating profit for BSkyB (Sky) is a foremost measure of the underlying business performance. It has increased by 14% in 2012(? m) Source: CorporateSky (2013) Even though BSkyB (Sky) is making substantial profits restricting its operation the solo targeted segment of UK telecommunication market, yet it has ample opportunity to grow and increase profits shifting gears, where there ia an opportunity awaiting in mobile telecommunications services market segment. It is in this context that a marketing planning is developed for BSkyB (Sky) in this report. IDENTIFICATION AND ASSESSMENT OF MARKET The marketing process of a firm all concerns to planning and implementation of the research objectives defined in terms of the identified market segment to be targeted. This is what marketing management is described as an order of selecting target markets and further based on marketing planning acquire, carry on, and nurture customers all the way through generating , bringing and communicating advanced customer value. In this framework, marketing practitioners in firms are expected to be possessing proficient skill as per the requirements in the market, and they need to look for controlling the echelon, time, and concerto of demand (Mullins, Boyd and Larreche, 2006). The marketing attempt is connected to not only servicing he customers but as well benefiting the firms. So far as identification and assessment of the market is concerned, the procedure all concerns to analysing marketing opportunities, deciding target markets, planning marketing strategies, extending marketing agendas and finally monitoring and controlling the marketing endeavor that largely connect to marketing planning . However, a foremost component of the marketing planning process is discerning, innovative marketing strategies and plans that may well direct marketing attempts (Kotler and Keller, 2009:80). In this direction, the first and foremost task is to identify the opportunities in the market and find out the prospective segments where a firm can take opportunities to enhance its business and profitability. This report all concerns to identifying and assessing potential segments for BSkyB (Sky) UK telecommunication market. This business organizing operating in UK telecommunication industry is yet to make a mark and achieve a leading position. On the basis of identified market opportunities, it might be suggested to BSkyB (Sky) to concentrate on mobile telecommunications services, which appears a promising market segment, where BSkyB (Sky) huge opportunities to expand its business and so the profitability in order to emerge as a leading player in UK telecommunication industry. It is worth to mention here that UK mobile telecommunications market corresponds to one of the most striking tele-communications markets globally , with the mobile telecommunications services market segment creating just about ? 1 billion of revenue yearly, where yearly growth in this market segment is projected to total ? 900 million yearly. Therefore, BSkyB (Sky) should target acquiring 30% of the yearly revenue by 2018, after five years of systematic implementation of the extended marketing plan. MARKETING PLAN The marketing plan is the most fundamental tool for expressing and integrating the marketing attempts whilst targeting to a specific marke t. The marketing plan functions on two echelons namely strategic and tactical. Firstly when it comes to strategic marketing planning it all concerns to establishing target markets and the value offer for the customers. On the other hand, the tactical marketing planning spells out the product, price, place and promotion as strategies (Kotler and Keller, 2009:80). In the Figure a methodical process of marketing plan model is developed that involves planning, implementation, and controlling. Figure: Marketing Planning Model Source: Kotler and Keller (2006) In order to develop marketing planning for BSkyB (Sky), the both the strategic and tactical approach is adopted where the focus of the marketing efforts is concentrating on marketing mix components in the forms of product, price place, and promotion, apart from segmentation and targeting. Moreover, the marketing planning process for BSkyB (Sky) is developed based on the model extended by Kotler and Keller (2009) as mentioned above. This marketing planning is developed for BSkyB (Sky) to target the mobile telecommunication market segment in UK telecommunication market, so that BSkyB (Sky) could expand its business in the market and emerge as a leading player in the segment with enhancing its profitability for ensuring long term survival and sustainability. The planning involves marketing objectives, segmentation and targeting. The implementation involves marketing mix strategy and finally controlling involves measuring and reviewing the mid term achievements. This marketing plan is developed keeping in mind the duration of five years. Marketing Objectives, Targeting and Segmentation The process and strategy of segmentation all concerns to positioning strategy of a firm in the market, where the firm has already recognized and assessed the targeted customers , and further it is indispensable to determine as what position the firm wishes to engage in the selected market segments (Armstrong and Kotler, 2005). For getting done a thriving positioning, whilst the target customers discover that the product fulfills their wishes and needs, there are strategies the firm needs to peruse in the forms of defining objectives, deciding target markets and for segmentation(Mullins, Boyd and Larreche, 2006; Kotler and Keller, 2009). UK mobile telecommunications market corresponds to one of the most striking telecommunications markets globally, with the mobile telecommunications services market segment creating just about ? 21 billion of revenue early, where yearly growth in this market segment is projected to total ? 900 million yearly. Therefore, BSkyB (Sky) should target acquiring 30% of the yearly revenue from mobile telecommunications services market segment by 2018, after five years of systematic implementation of the extended marketing plan. The target markets of BSkyB are both individual citizens and small business enterprises, where the later will be at the centre in the targeting. BSkyB (Sky) is to segment the targeted markets geographically where the concentration will be small cities in UK. Marketing Mix Strategy The strategy of marketing mix involves deciding strategy about the four components of marketing mix namely product, price, place and promotion. In fact marketing mix strategy is trademark of marketing actions. Marketing mix is in fact a conscious attempt as regards division of a firm to decide on their offered products/services that eventually determine the success/failure of the firm in the market. Hence, the marketing mix strategy should be in line with the point in time, competition and the hope of the customers (Armstrong and Kotler, 2005). Accordingly the marketing mix strategy is developed for BSkyB (Sky). Product/Service BSkyB (Sky) will concentrate its product/service strategy on SMS texting, apart from other common mobile communication services. Price BSkyB (Sky) plans competitive pricing to appeal the customers in UK mobile telecommunication sector. This implies that BSkyB (Sky) will decrease or increase the price of services keeping in mind the movements of competitors, though high pricing strategy will be avoided in order to penetrate the market. Place When it comes to distribution strategy, BSkyB (Sky) will place its services to the organized retail shops in the UK mobile telecommunication sector. For some markets, the distribute shops will be opened BSkyB (Sky) in malls of the geographically segmented cities. Promotion In order to reach the targeted customers in UK mobile telecommunication market BSkyB (Sky) will centrally focus on advertising so far as promotion is concerned. The budgeting of promotion is to be as following: Print Advertising| Electronic Advertising| Internet Advertising | Others| 25%%| 35%| 30%| 10%| Controlling Strategy Yearly or half yearly controlling of marketing plan is suggestive in order to make sure that the firm is not wastefully expending and achieving the marketing objectives as per planning. So far as performance achievement is concerned financially the foremost ratio to watch is marketing expense-to-sales ratio. Moreover, the period-to-period fluctuations in every ratio may well be tracked on a control diagram. The conduct of consecutive remarks even within the higher and lower control limits ought to be looked at (Mullins, Boyd and Larreche, 2006). UK mobile telecommunications market corresponds to one of the most striking telecommunications markets globally , with the mobile telecommunications services market segment creating just about ? 1 billion of revenue yearly , where yearly growth in this market segment is projected to total ? 900 million yearly. Therefore, BSkyB (Sky) should target acquiring 30% of the yearly revenue by 2018, after five years of systematic implementation of the extended marketing plan. The achievement in this regard will be evaluated on yearly basis. Furthermore, period-to-period fluctuations in every ratio will be tracked on a control diagram by the marketing practitioners in BSkyB (Sky). Following is the planning of controlling on yearly basis. 1st year| 2nd year| 3rd year | 4th year | 5th year | %| 5%| 10%| 5%| 5%| In order achieve the marketing objectives, performance evaluation will be conducted on half yearly basis, and in the case of success/failure of achieving targets, further planning will reviewed accordingly. CONCLUSIONS AND RECOMMENDATIONS Even though BSkyB (Sky) is making substantial profits restricting its operation the solo targeted segment of UK telecommunication market, yet it has ample opportunity to grow and increase profits shifting gears, where there ia an opportunity awaiting in mobile telecommunications services market segment. BSkyB (Sky) should target acquiring 30% of the yearly revenue by 2018, after five years of systematic implementation of the extended marketing plan. In order to develop marketing planning for BSkyB (Sky), the both the strategic and tactical approach is adopted where the focus of the marketing efforts is concentrating on marketing mix components in the forms of product, price place, and promotion, apart from segmentation and targeting. BSkyB (Sky) should target acquiring 30% of the yearly revenue from mobile telecommunications services market segment by 2018, after five years of systematic implementation of the extended marketing plan. The target markets of BSkyB are both individual citizens and small business enterprises, where the later will be at the centre in the targeting. BSkyB (Sky) is to segment the targeted markets geographically where the concentration will be small cities in UK. BSkyB (Sky) will concentrate its product/service strategy on SMS texting, apart from other common mobile communication services. BSkyB (Sky) plans competitive pricing to appeal the customers in UK mobile telecommunication sector. When it comes to distribution strategy, BSkyB (Sky) will place its services to the organized retail shops in the UK mobile telecommunication sector. For some markets, the distribute shops will be opened BSkyB (Sky) in malls of the geographically segmented cities. In order to reach the targeted customers in UK mobile telecommunication market BSkyB (Sky) will centrally focus on advertising so far as promotion is concerned. Period-to-period fluctuations in every ratio will be tracked on a control diagram by the marketing practitioners in BSkyB (Sky). In order achieve the marketing objectives, performance evaluation will be conducted on half yearly basis. REFERENCES Armstrong, G. and Kotler, P. (2005), Marketing: An Introduction, 7th Edition, Prentice Hall Inc. , Upper Saddle River, N. J. Company Report (2012), BSkyB (Sky) Industry Report (2012), UK Mobile Telecommunication Industry: Euromonitor International. Kotler, P. and Keller, K. L. (2006), Marketing Management, 12th Edition, Prentice Hall Inc. , Upper Saddle River, New Jersey. Mullins, J. W. Walker, O. C. , Boyd, H. W. and Larreche, J. C. (2006), Marketing Management, 5th Edition, McGraw-Hill, New York. BSkyB (2013), â€Å"Key facts figures†. [Online] accessed from http://corporate. sky. com/about_sky/key_facts_and_figures [22 March, 2013] CorporateSky (2013), â€Å"British Sky Broadcasting Group Plc : Unaudited results for the six months ended 31 December 2012†. [Online] accessed from http://corporate. sky. com/documents/pdf/latest_results/q2_press_release_2 01213. pdf [23rd March, 2013]