How Golding Uses Symbols in Lord of the Flies Essay

William Golding’s book, Lord of the Flies (published in 1954) tells the story of a group of boys, who are stranded on an unknown island, when their plane crashes. On the surface, it is an interesting story of how the civilised English boys, during their time on the island, gradually lose their veneer of respectability and â€Å"decent† behaviour and devolve to the basest and barest form of humanity. Eventually, the boys almost entirely shake off the civilisation of the world they once knew. If we scratch beneath that surface, what we find is a much more complicated observation of society, laden with corporeal, philosophical and religious symbols. Indeed, the superb use of symbolism in the book is one of the contributing factors to the profundity of the book. The symbols that stand out the most are the conch; the gradual destruction of the island; Piggy’s spectacles; fire, and how it is used; and the beast, or the Lord of the Flies (another name given to the Devil), the crucial symbol, used throughout the book. All of these will be looked at into more detail, and, also, whether the beast is real or a physical manifestation of the boys’ fears, as well as the key comment that it is the evil which resides within man, will also be discussed. First, is the conch. This is the shell, which is discovered by Ralph and Piggy, and is used to represent power, authority and rules. From the very first time it is mentioned, Golding describes it as: â€Å"pretty and a worthy plaything†. It is, like everything else on the island, a simple and innocent object: and immediately afterwards, it becomes something so precious, due to its apparent beauty. Also, in the beginning, it is a mere utility: Piggy suggests that, when blown, it would be able to â€Å"call† the other boys, scattered around the area of the crash, to have a meeting. The fact that it is used to call already highlights its importance in the book, as it has instant results. The sound is, as Jack later says, like that of a trumpet, using the metaphor of summoning the boys: it has an authority all on its own. By the time of the next meeting, in the afternoon of that same day, Ralph, now elected leader, decides that it will be used during meetings, where only the person with it may speak. â€Å"‘I’ll give the conch to the next person to speak. He can hold it when he’s speaking†¦And he won’t be interrupted. Except by me.'† Rules have been established, and the conch is at the centre if them, so it, now, is the means of putting across one’s feelings and/or ideas. Naturally, everyone agrees, including Jack. Golding puts this into the book, commenting on man’s need for rules within a society, and a code of behaviour, thus demonstrating what the conch symbolises. As well as these, it also symbolises democracy and free speech in our modern society, one of the few positive statements on humanity within the book, in the fact that all the boys are able to say something, as opposed to rule by force, or an autocracy, as demonstrated by Jack’s leadership, later on in the book. By chapter Five, things have already drastically changed among the boys. The threat of the beast has been lurking among them all for some time, now, and it has been left to grow to such an extent, that more and more people are behaving differently towards the island and each other. When Ralph has to call an assembly concerning these issues, he finds it difficult to get anything across, or even to be listened to, without brandishing the conch, or repeatedly reminding them that he has it. This symbolises that the power and authority of the conch is weakening, as the boys are tiring of adhering to the rules. Ralph even comments on this during his speech, when he says: – â€Å"things are breaking up†¦We began well; we were happy. And then-â€Å". It also makes a sly comment on rules and authority among real human societies, saying that we are unable to keep to them because of our nature as â€Å"free† beings, and therefore, the very idea of a rule, something that will confine us, is only temporarily effective, because we just cannot rigidly or lastingly keep to them. Many have argued for and against this theory, and much of it has to do with where we believe our origins as humans lie. For instance, if one believes in the Christian God, they believe that we are the way we are, because of the Original Sin; if Atheist, one may believe in evolution, and that we should, possibly each of us, create our own rules and boundaries, and not let any one person or body decide for us. It is, indeed an interesting debate. The idea of power corrupting, and being corruptible in return, is also evident in the way that Jack speaks out openly against Ralph, repeatedly, either with or without the conch. He even says, during the assembly scene in chapter Five, â€Å"bollocks to the rules!† In chapter Eleven, by which time Jack has succeeded in taking almost complete control over the island, the idea of the conch has become a laughing stock, and it has physically become worn and faded, and less beautiful. Golding shows how everyone, including Ralph and Piggy, regards the conch. Despite them knowing, and seeing in practice, that the conch is virtually useless, Piggy still tells Ralph to call an assembly, and use it, because he is so rule-rigid and loyal to Ralph, that he refuses to undermine him by abandoning the rules; while even Ralph only uses it, under the direction of Piggy: – † ‘†¦You call an assembly, Ralph, we got to decide what to do.’ ‘An assembly for only us?’ ‘It’s all we got†¦Blow the conch,'† This strict allegiance of Piggy’s, even now, to Ralph and the conch proves to be his fatal feature, as, when he, Ralph, Sam and Eric go up to the Castle Rock of Jack’s tribe, among jeers, insults and being ignored, Piggy still says: â€Å"I’ve got the conch!† This annoys Jack and Roger so much, that both he, and the conch, now having â€Å"lost its glow†, are destroyed by the boulder, the conch being: â€Å"exploded into a thousand white fragments and ceas[ing] to exist.† Although there has been no real authority or rules for some time, by now, apart from Jack’s, the end of the conch marks the real end, as even the husk, the last remaining vestige of organisation and rules, has been done away with. The fact that it is destroyed along with its one true follower, and the way that Golding writes it, links it with the idea of a murder: not only of Piggy, but of the conch, itself. Golding cleverly emphasises how insignificant it has become by putting its destruction into half of a sentence, and concentrating on the main part of the event, Piggy’s death. The next symbol to be discussed in the book is that of the island, and its gradual and subsequent ruin. Like the conch, it is a beautiful, peaceful and untouched world, but it is constantly affected by the boys’ actions throughout, even from before the book. From the first paragraph, the site of the crash is referred to as the scar, as if it were an injury to a living being, which, it could be argued, it is. Nevertheless, in chapter One, Golding creates a beautiful image of the island as a whole, using vivid description to emphasise it’s natural beauty, and this is continued right up to the point of the discovery of the conch: â€Å"a great platform of pink granite†; â€Å"a criss-cross pattern of trunks, very convenient to sit on†; â€Å"bright with the efflorescence of tropical weed and coral†; â€Å"a golden light danced and shattered just over his face†; â€Å"the brilliance of the lagoon†. Golding’s intense description of t he lagoon and the watery areas all create the calming effect of water, due to his detailing their appealing aspects. The boys’ initial reactions to it are similar to what the reader should have. They find it amazing and exotic, seeing their whole situation as an adventure, likening it to popular adventure stories, aimed, mainly, at boys, such as Swallows and Amazons, Treasure Island, and Coral Island, which they say. Their excitement overpowers their sense of reality, and the fact that they are alone, without any parents or adults, which piggy reminds them of. But in chapter two, only just after Jack, Ralph and Simon have surveyed the island, and told everyone else how big and beautiful it is, their enthusiasm leads them to make an irreparable mistake. In an attempt to make some sort of signal to the outside world, they start a fire, which subsequently ends up scorching a large chunk of the island’s vegetation. This clearly symbolises man’s effect on the natural world, and how selfish and inconsiderate we have been, in furthering our own society. The excitement and vigour with which the boys readily execute the fire also comments on this: – â€Å"‘A fire! Make a fire!’ At once half the boys were on their feet.† Just like the young and carefree boys, man has created and used industry and technology to advance his own civilization, without the slightest thought for anything else. Already the intrinsic beauty of the island has been permanently tarnished twice. Piggy says, sarcastically, when commenting on the fire: – â€Å"You got your small fire all right.† This theme of the gradual destruction of the island is continued throughout the rest of the book, which charts, in a way, the time and scale of man’s destruction of the Earth. In chapter Six, the mother pig is brutally murdered, meaning that, now, although there will be plenty of meat, there won’t be any new pigs to hunt, when they are all hunted down. And, of course, it all comes to an end, when the fire courses through the island, at the end, in chapter Twelve, finally completely obliterating anything natural, or pure, about the island. â€Å"[Ralph] heard a curious trickling sound†¦as if someone were unwrapping great sheets of cellophane†¦Smoke was seeping through the branches in white and yellow wisps†¦and then the smoke billowed around him.† Concerning the island, and what it represents, Golding has used such vivid imagery in his description, that, when the island is being razed to the ground, the reader is left to feel slightly sorrowful about its end, and it encourages the reader to reflect on what has happened on it ever since the boys arrived. This ties in very well with the religious connection, the island even being described as an â€Å"Eden†: the idea of the Original Sin being the cause of man’s present physical and moral condition. At the beginning, the boys enjoy the island and are treating the whole experience as a great big adventure; after time elapses, and the boys have become afraid of the beast, lurking around the island, their terror and fear causes them to fight back against the island, thus doing things which, though they are not fully aware of it, are ruining their environment. Towards the end, they are conducting an all-out attack on the island, with the beast on it (though, with the leadership of Jack, this is somewhat directed against Ralph). Another distinctive symbol in the book, is Piggy’s spectacles. Not only are these a utility, when being used as the means to start a fire, but they also symbolise more: Piggy’s (or just, on its own) intelligence. It is the only asset that Piggy has over the others on the island, and it also ties in with him, his behaviour, and what they symbolise. Like the conch, and what it symbolises, Piggy holds dear his spectacles: this can be argued as natural, for reality’s sake, but he is not the only boy who has such high esteem for them. Jack seizes them from him twice, and it could be said that Jack only does it partly for their usefulness, partly for what they symbolise (intelligence and foresight), and partly because Jack just hates Piggy and will do anything to cause harm or suffering towards him. When in chapter Four, they are damaged, with one of the lenses being broken, he doesn’t care, as he mimics Piggy’s cry of â€Å"Just you wait.† And, in chapter Ten, Jack behaves triumphantly, when it is revealed that he and a couple of members of his tribe have raided the huts, and stolen Piggy’s spectacles: – â€Å"The chief led them†¦exulting in his achievement†¦From his left hand dangled Piggy’s broken glasses.† This reaffirms how jack abuses intelligence, by stealing the spectacles, and glorifying his triumph. Another clear sign that the glasses represent intelligence is the fact that Piggy, the most rational and scientific boy there, is less confident, without them. In chapter Ten, after the damage, but before the raid, Piggy says, to Ralph: â€Å"‘I only got one eye, now. You ought to know that'†. Despite his reliability, even Ralph is beginning to lose hope in Piggy, his spectacles, and the meaningless conch. Golding makes the glasses now represent hope, or the lack of it. Because Piggy’s sight is dimmer, no one can see a way out of their predicament. This links with what Golding is saying about how man needs rules, with the conch: so, man must also need hope, otherwise, listlessness and hopelessness set in. Therefore, the link between rules and authority, hope, intelligence and foresight, and rationality is strongly emphasised. Golding is saying that we, as â€Å"civilised† humans need all four, which have made up our present society. It’s also telling that their present society is in the middle of a nuclear war, which could be argued as what’s happening on the island, anyway. This is most clearly represented by the fact that, at the end, where the island has been devastated, and the conch, Piggy and the glasses have all been done away with, there is no moral code. The island now mirrors both their and our present society. The next major symbol in the book is the fire, and it has many different uses in the story. In chapter One, the boys have the idea of making a fire, to act as a signal to any passing ships, despite their lack of concern or consideration for the rest of the island, already discussed. But, towards the end of the chapter, the fire is described as being something different: dangerous and destructive, as it burns down a part of the mountain. This is a hint of what is to come, both in terms of the plot, and Golding’s way of using fire to symbolise how destructive humanity can be. â€Å"All at once the lights flickering ahead of him merged together, the roar of the forest rose to thunder and a tall bush directly in his path burst into a great fan-shaped flame†¦the heat beating on his left side and the fire racing forward like a tide.† It is telling, also, to what Golding believes about man’s effect on the earth, as the fire has made the island a hell, compared to the paradise that it was at the beginning. When, in chapter Four, the fire goes out, it symbolises the loss of hope, in Ralph, as he is losing control of Jack and his hunters, and Jack is wresting the boys to his power. This is also where Piggy’s spectacles are damaged, and the chain of events, here, all symbolise the despair that Ralph is beginning to have. It also ties in with chapters Eight and Eleven, where Ralph speaks of Jack â€Å"stealing† the fire, or hope, that was keeping him and the boys sane, and working together. Here Golding’ is making another comment about our society: without hope, there is nothing worth fighting for or bothering with. The boys have become savage over a period of time, during which they were almost rescued, but due to their own selfishness in wanting to enjoy themselves, they have concerned themselves with fun and pleasure, seeing as there is no hope of anything else. And this is where fire, as a symbol, takes on a darker side. In chapter Nine, during the feast, and having used it to cook the meat of the mother-pig (though the utilisation of the fire for cooking the could be a positive thing), the boys dance around it, as if in some ritualistic sacrament: shouting, howling and chanting: – â€Å"Jack leapt on to the sand. ‘Do our dance! Come on! Dance!’ †¦A circling movement developed and a chant†¦the littluns ran and jumped†¦Piggy and Ralph, under the threat of the sky, found themselves eager to take a place in this demented but partly secure society†¦The movement†¦began to beat like a steady pulse†¦There was the throb and stamp of a single organism.† The way that Golding describes it, conjures up the image of the boys transforming, literally, into the very same beast that they are all afraid of. The pace and the language of the words give off a feeling of great tension, signified by the coming storm in the scene. Also, the boys are described as a â€Å"single organism†. Due to the nature the story, Golding deliberately dehumanises the boys, and turns them into a mob, to comment on humanity as it acts in a very closed society. When one looks into human history, it is evident that in any one group, as factions, we have done terrible things to each other and to our environment. Simon’s death, included here, is probably the most lucid example of how destructive human beings are en masse. The final, and most distinctive, symbol to be discussed is that of the beast. This is the most profound icon used by Golding to convey his overall message of the evils within man, and his pessimism towards human nature. The beast is first introduced by one of the littleuns in chapter Two, after Ralph and Jack have explained their situation to the other boys. † ‘He wants to know what you’re going to do about the snake-thing.’†¦Ã¢â‚¬â„¢Now he says it was a beastie'† The idea that the beast is a â€Å"snake-thing† links in with the idea of the Original Sin: the Devil taking the shape of a serpent (snake) to tempt Eve, the â€Å"mother† of humanity, into wrongdoing. As looked at in discussion of the conch, the island, and the fire, we already know that things go wrong on the island, and that Golding attributes this to human nature. The beast, and this idea of it being inescapable represents this. For instance, the different methods by which the boys dream up its presence (from water, air, snake-like) al are natural, or biblical references. Every idea of the form of the beast is a comprehensible, human, one. Also, during the frequent discussions among the boys’ meetings, as the fear of the beast increases among the boys, so, too, does Simon’s understanding. In chapter Five, he says: – â€Å"Maybe there is a beast†¦maybe it’s only us† This shows his comprehension of the idea of something evil and primitive growing within the society of the boys. This is made completely evident in chapter Eight, with his â€Å"conversation† (in actual fact, an epileptic fit) with the beast. Simon is in his â€Å"special place†, originally a peaceful area of contemplation, abused by Jack’s placing the head of the hunted mother pig there, as an offering to the beast. The conversation itself is very insightful towards Golding’s view of humanity and towards what Simon represents, also. The beast, or â€Å"Lord of the Flies†, as it is called, here, mentions Ralph, Jack, and Piggy, hinting at how they each represent an important aspect of human society (leadership, dictatorship, and rationality, respectively – all of the â€Å"secular†, or physical features of humanity). The fact that the pig/beast is named as the Lord of the Flies links in with Golding’s view that it is humanity’s one true fault, that we have it in ourselves to be evil. Man is the beast; it’s simply the evil within the boys that motivates them to think of it. The Lord of the Flies says: – â€Å"You knew, didn’t you? I’m part of you?†¦I’m the reason why it’s no go? Why things are what they are?† Of course, Simon isn’t really talking to the Devil; the fact that it’s all taking place inside his own head highlights that he is merely seeing that this is the darker part of human nature. When Simon then goes up the mountain, to search for the truth about the â€Å"beast† which he, Ralph and Jack â€Å"see†, Golding is showing us that Simon is representative of Christ. He is the one who sees the problem with humanity, right from the beginning. He tries to explain this to his fellow man, and is laughed at about it, and considered to be mad or a fool; he eventually reaches â€Å"enlightenment†, when he finds out the truth (the figure they saw was only the dead body of a parachutist); and when, again, he tries to make this clear to the other boys, he is killed, tragically, during the feast-turned-ritual, while they are out of control: – â€Å"the crowd surged after it, poured down the rock, leapt on to the beast, screamed, struck, bit, tore†¦the tearing of teeth and claws.† Here, again, the boys are described as being the beast. Though extremely graphic and violent (as the death of Jesus was), Golding writes a beautiful aftermath, when describing the body being carried out to sea, paralleling the angelic ascension to heaven of Jesus: – â€Å"The edge of the lagoon became a streak of phosphorescence which advanced minutely†¦The clear water mirrored the clear sky and the angular bright constellations†¦the advancing clearness was full of strange, moonbeam-bodied creatures with fiery eyes.† The way in which Golding has crafted the language to create this imagery, is conjuring up the thought of Simon’s spirit, as it were, drifting up. It also emphasises the idea of the calm after the storm. A storm, during which, dark and violent events have occurred amongst the boys, and on the island. Now, as an irredeemable act has been carried out, Golding helps the reader reflect on this, with the serenity and beauty of the aftermath. As we know, after Simon’s death, everything happens very quickly. Within two days, Jack’s hunters raid Ralph, Piggy, Sam and Eric, and take Piggy’s glasses; Piggy is consciously murdered, in an attempt to retrieve them, and the conch is destroyed with him; Ralph is hunted down like a pig, and the island is destroyed completely by a raging fire, which, ironically, is the beacon that gets them rescued. The beast is Golding’s main device, used to convey this overall theme of the evil within man and his society. Most of the events in the book revolve around it. Ralph, the leader, tries to reassure the boys that it doesn’t exist, while being unsure of that himself; Piggy, the rational scientist, completely denies it’s existence, and pins the boys’ behaviour down to things which he can be certain of; Jack, the dictator, pragmatically uses the beast as fodder for the boys, denying it’s existence at one point, then offering it gifts at others. While Simon, the philosopher, is aware of its true form all along, but is ignored and killed for his speaking out about it. In conclusion, Golding’s exceptionally complex novel is, probably, one of the grimmest, pessimistic, cynical, and yet extremely profound literatures ever written. His view of humanity and human nature is unparalleled in the way he conveys it. Whether it is realistic or not would need another essay to discuss it, but by studying all of his injected symbols, and the different purposes he creates for them, we are given a very vividly bleak image. The conch, a beautiful shell, used for a noble purpose, is abused and ridiculed, eventually unceremoniously destroyed, by which point it is dirty and uncared for. It’s symbolising hope, authority, rules and freedom of speech comments on how we use these ideas today, in our society. The island, a paradise world, untouched and naturally beautiful, is ruined right from the boys’ very entrance, and is progressively destroyed, due to their unconcern for it. This shadows man’s behaviour towards his surroundings and how he has advanced his own race without caution or care for the earth. Piggy’s glasses, rationality and intelligence, cherished by Ralph and Piggy, and abused by Jack, mirror how people have used science and philosophy for their own ends, so as to get away with terrible things. The fire is, at one point, a symbol of hope and rescue; and at other points, it symbolises destruction, danger, and fear. And, of course, the beast: Golding’s main means. The evil within man, and how it is manifest. It is telling, however, that Lord of the Flies is only the first in a series of novels by Golding, used to convey his pessimistic view of humanity. As mentioned, there is so much to say about just the symbols he uses here, that makes this book one of literature’s finest pieces.

Fairchild Water Technologies, Inc. Essay

I. INTRODUCTION Fairchild Water Technologies was founded in 1980 by Eugene Fairchild. The company’s first product was a desalinator used by mobile home parks in Florida to remove salt from well water supplied to residents. As the desalinator became a huge success, the company expanded into the coastal region’s adjacent to the company’s headquarters in Tampa, Florida, and then to desert areas in the southwestern United States. By 2002, they had expanded their product lines to include desalinators, particle filters, ozonators, ion exchange resins, and purifiers. Their products were generally priced higher than their competitors, but regarded to be superior in terms of performance and quality. In the year 2000, Fairchild Water Technologies was expected to have revenues of $400 million, and an estimated profit of $50 million. For the past five years, they posted a 12 percent growth in their annual sales. In 1985, the company managed to start its exports to Mexico, Belize, and later to water bottlers in Germany. By 1990, due to the rapid growth in export sales, the company established its International Division. Sales in the International Division grew to $140 million in 2000. About 50 percent of International sales came from Latin and South America, $30 million from Europe, and $40 million from South Asia and Australia. In 1995, the company’s Frankfurt, Germany office stressed the need to develop and market products that target consumer households. The first idea was to develop a home water filter. By late 1995, the company was able to develop two models that were designed in the U.S. and introduced in Germany, Poland, Hungary, Romania, the Czech Republic, and Slovakia. The products were greatly successful. But, the quality of water in developing countries required a purifier instead of filters. Thus, in late 1999, company executives initiated the development of a water purifier which was given the brand name â€Å"Delight†. The Delight purifier was able to remove â€Å"reasonable levels† of sediments, organic and inorganic chemicals, microbials, cysts, and unpleasant tastes and odors. Reasonable levels are those described by several World Health Organization (WHO) reports as appropriate for potable waters. Also, engineers had repeatedly assured Mr. Chatterjee, the company’s international liaison, that laboratory testing showed no product failure after 5,000 hours of continuous use. Chatterjee used his expertise in the Indian market to direct engineers into pursuing a â€Å"point of use† design instead of a â€Å"point of entry† design. Moreover, Chatterjee provided engineers with some recommendations such as the ability to add a small battery that will act a power source in case of power failure. Additional recommendations included the ability to add fluoride, vitamins, and flavors, flow rates, dimensions, and storage capacity. Through consumer surveys, Chatterjee was able to determine a market preference for the countertop design over the wall- mount design. II MARKETING ISSUES Fairchild Water Technologies is seeking to enter the Indian Market in the water purifier product category. They have had a successful track record in designing and marketing home purifiers in European and South American Markets. In this case, they are trying to enter the market in a developing market that is in the process Liberalization. Accordingly, they are facing multiple marketing issues that are critical for the success or failure of their product. The list of marketing issues includes the following: 1. Select to forgo any entry into the Indian market 2. Enter the market under a licensing agreement 3. Enter the market by utilizing a joint venture and a skimming pricing method 4. Enter the market by utilizing a joint venture and a penetration pricing method In addition to these primary marketing issues, Fairchild Water Technologies had to decide whether they want to target urban areas or rural areas where the quality of water is poorer and where 80% of the population lives. It was  determined earlier that the company would forgo the rural opportunity for now, due to the lack of a much needed infrastructure. Also, the company established an approach to manufacture in India, where labor is much cheaper when compared to the United States. However, the company would import few components that are critical for operations. Finally, it was recommended that Fairchild should seek an Indian partner that is big enough to have a distribution and manufacturing infrastructure, but not too large where it commands the direction of the product line. III. SITUATION ANALYSIS TASKS A. Buyer Behavior Many Indians emphasize the need for and improved water quality. Newspapers, consumer advocates, government officials, and the general public are aware of the poor quality of Indian water. The majority of Indians have no choice but to consumer the water that is accessible to them. But, better educated, wealthier, and health-conscious Indians took some measures to improve the quality of water that is consumed by their families. It is estimated the number of such households is around 40 million. Health-conscious households are similar to middle- and upper-middle class households in the U.S. and Europe. They cherish convenience and product variety, and consider consumption of material goods as a means to higher quality of life. Moreover, Chatterjee’s research suggests that product performance was important consumers. Some product characteristics that were cited include the ability to remove sediments, bacteria and viruses, capacity, safety, and foot print space. Purchase price was important for market segments that boiled water, boiled and filters, or only filtered their water. The third most important factor was the ease of installation and service, along with style and appearance. The least important factor was warranty and the availability of financing. Finally, there was an agreement among all segments that the purifier should have a warranty between 18 and 24 months, and to perform between 5 and 10 years without any issues. B Customer Segmentation The Indian market could be segmented by consumer’s ability and willingness to use a water purification device. Research shows that there are 40 million households that include middle- and upper middle class families, that value quality and a European / American lifestyle. In addition there is an untapped market segment in the rural areas that have a need for water purifiers, but are either isolated or do not have the means to buy a water purifier. C Competitive Market Mainly, Fairchild Water Technologies will be competing for market share with companies that manufacture and sell water purifiers. But, there is also a need to address competitive methods that are currently being used by health-conscious Indian consumers. For instance, fifty percent of the target market utilizes a traditional method to purify water. A maid, cook, or family member would boil two to five liters of water, allow it to cool, and transfer the bottles to a refrigerator. Boiling water is seen as inexpensive, effective against dangerous bacteria, and ingrained in people’s traditions. In fact, many consumers consider it to be more effective than any other product on the market. However, boiling affected the tastiness of water and made it â€Å"flat†. Also, boiling was considered to be burdensome, time-consuming, and ineffective in removing physical residues and unpleasant odors. Ten percent of this target market took an extra step and boiled water through â€Å"candle filters†, despite knowing that recontamination could occur. At the same time, about 40 percent of the target market used a mechanical device to improve the quality of water. Half of this group used candle filters because of their low price and ease of use. The candle filter is made of two containers that sit on top of each other; the top container has one or more porous ceramic cylinders known as candles. Candle filters stored between 15 and 25 liters of water and cost between Rs. 350 for small plastic  models to Rs. 1,100 for a large stainless-steel model. However, candle filter were slow, required cleaning, and needed candle replacement at least once per year. Half of consumers that work on improving the quality of their water use â€Å"water purifiers†, which are considered to be more sophisticated than traditional candle filters. Water purifiers utilize three processing stages. First, sediments are removed, followed by odors and colors, and finally bacteria and viruses. While Fairchild’s engineers were skeptical about the efficiency of these products, they agreed that they are more helpful than candle filters. In fact, candle filters were proven to be ineffective in removing bacteria and viruses. Water purifiers were made from stainless steel and sold anywhere between Rs. 2,000 and Rs. 7,000. Ten percent of the target market did not use any of these procedures and thought that their water quality was acceptable. Overall, Catterjee believed that 90 percent of the target market could be induced to change their current purification method. In addition to traditional water purification methods, it was determined that almost 100 companies competed for share in the Indian home water filters and purifiers market. The most established water purifier was Eureka Forbes, which was established in 1982 as a joint venture between a Swedish company and an Indian company. The company marketed water purifiers, vacuum cleaners, mixers, and grinders. Aquaguard, the brand name used for purifiers, was highly established and many consumers mistakenly used it to refer to the entire product category. Aquaguard was the market leader, but its manufacturing company had introduced a new product called â€Å"Puresip† that used polyiodide resin instead of ultraviolet rays to kill bacteria and viruses, which meant that water, could be stored for later use. Also, â€Å"Puresip† did not require any electricity to operate, but it was sold in small home appliance stores instead of a direct sales force. Aquaguard sold for approximately R s. 5,500, while Puresip sold for 2,000. Puresip sales were growing at a much faster rate than Aquaguard. Aquaguard was mounted on a kitchen wall, and required plumbing and a two  meter long power source. The unit would stop functioning if power supply dropped to 190 volts or lower. The flow rate was considered to be slow at one liter per minute, and had enough carbon to last only for one week. Aquaguard targeted households that make more than Rs. 70,000 per year, and spent 11% of its sales revenues (Rs. 120 million) on sales activities; about Rs. 100 million were spent on sales commissions, and about Rs. 1 million was spent on advertising. Eureka Forbes was well established, had a highly motivated and well managed sales force. However, they had limited reach in rural areas that represents 80% of the country’s population. Another direct competitor is Ion Exchange and its home water purifiers with the brand name ZERO-B (Zero-Bacteria). In 1985, the company became a wholly owned Indian company, and it serves customers in a diverse group of industries including thermal power stations, fertilizers, refineries, textiles, automobiles, and home water purifiers. Zero-B used a halogenated resin technology that was able to remove impurities, eliminated odors and tastes with carbon, and killed bacteria using iodine. The unit stored 20 liters of water for eight hours without the risk of recontamination, and sold for Rs. 2,000, but required a yearly replacement of halogenated resin at Rs. 200. Chatterjee estimated the Zero-B had about 7% market share, and lacked consumer awareness, had limited distribution, and limited advertising. There were rumors that Zero-B intended to implement door-to-door sales strategy with an expected marketing expenditure of Rs. 3 million. The third and most recent competitor to enter the Indian market was Singer, a subsidiary of the Singer Company located in the United States. The company provides a variety of products to the Indian market such as sewing machines, irons, mixers, toasters, and color televisions. The company had estimated sales of about Rs. 900 million. The Singer Company manufactured a home purifier called â€Å"Aquarius†. The product sold for Rs. 4,000, required no electricity, had a single countertop model, had a flow rate of 3.8 liters per minute, and a life span of 4 to 6 years. The product looked impressive, according to Chatterjee, and was  described as â€Å"state of the art† by a trade article. The resin used by Aquarius was developed by NASA and was proven 100 percent effective against bacteria and viruses. Aquarius had hoped to sell 40,000 units over the next two years. Singer’s distribution channels were superior to competitors and included 210 company owned showrooms located in major urban areas around the country. The product was also sold by 3,000 independent dealers, who were supplied by 70 distributors. Distributors earned a margin of 12 percent of the retail price, while dealers earned a margin of 5 percent. Along with many other products, Zero-B and singer accounted for 60,000 units in sales for the year 2000, while the remaining 190,000 units were sold by Aquarius and Puresip. E SWOT 1 Strengths a. Proven track record in exploring and entering new markets b. Superior product quality c. Market knowledge and ability to produce innovative products 2. Weaknesses a. Lack of knowledge about the Indian market b. Large segments in the market live in remote areas c. Variable needs in the market, depending on the city or metropolitan area d. Lack of established manufacturing and distribution capabilities 3. Opportunities a. Return on assets in India averages 18% compared to 11% in the U.S. b. Low wages, and central location to wealthier South Asian Countries c. Liberalization trends in India and market development d. There is no significant dominance by one brand 4. Threats a. Legal environment and expensive litigation b. Large number of competitors c. Some established brands with extensive knowledge about the Indian market IV. STRATEGY A. Strategy recommendation & decision a. Select to forgo any entry into the Indian market ADVANTAGES Avoid the risk of entering the market in a developing country, where there is still some uncertainty about the extent of economic liberalization. Avoid competing with over 100 products that are currently available in India. Expand market presence in countries such as Mexico, Germany, Poland, etc. DISADVANTAGES Forgo the opportunity to sell products for over 40 million households. Lose the opportunity to have large profit margins Lose the opportunity to manufacture in a country where labor is cheap Limited market presence in South Eastern Asia, where the majority of the world’s population lives. Increase market presence and brand awareness. b Enter the Indian market under a licensing agreement ADVANTAGES Low capital investment is required Higher return on investment and lower amount of risk Huge market potential and opportunities to expand in rural areas DISADVANTAGES Limited control of the manufacturing and distribution process Forgo the potential of large gains in exchange of a royalty fee Limited exposure to the selling process in a developing market Limited ability to manufacture additional product lines c Enter the Indian market through a joint venture and by utilizing a skimming pricing approach ADVANTAGES Larger potential gains and a 50/50 split in profits Ability to influence manufacturing and distribution strategies Ability to expand into rural areas and increase manufacturing capacity Develop a market knowledge for growing and developing economies DISADVANTAGES Requires a large investment Higher prices than competitors Uncertainty of markets in developing countries High competition d Enter the Indian market through a joint venture and by utilizing a penetration pricing approach ADVANTAGES Profits are split between the two companies Ability to control manufacturing and distribution Developing market with large potential Higher margins and low manufacturing costs Gain market exposure and proximity to emerging economies DISADVANTAGES Requires a large capital investment Uncertainty of developing markets Lower pricing strategy and lower contribution margin per unit sold Ability to find the right company to partner with Recommended Plan of Action: Fairchild Water Technologies should pursue a licensing agreement with an Indian company. B Goals and Objectives a. Pursue a licensing agreement with a partner that is able to sell at least 75,000 per year b. Increase sales by 10 % on an annual basis C Target Market The target markets for Fairchild Water Technologies are the 40 million households in India, which cherish a comfortable, convenient, and healthy lifestyle, and are similar in many aspects to middle- and upper-middle class households in the U.S. and Europe. Also, Fairfield Water Technologies should target consumers that move from lower to middle class, as the Indian market develops and continues to grow. D Marketing Mix a. Product / Price Strategy Fairchild Water Technologies should manufacture a portable purifier that offers Indian consumers the convenience and effectiveness of a quality purifier. The purifier should have a backup battery, a selling price of Rs. 5,000, and a proven ability to kill bacteria/viruses, fast flow rate, and allow for the ability of storing water without the risk of contamination. b. Distribution and Sales By entering into a licensing agreement, Fairchild Water Technologies decreases the amount of risk, but it has less control over the distribution and sales of its product. Fairchild could seek a partner that is willing and have the capability to sell 75,000 units on an annual basis, with a 10% increase in the units sold for every year. This approach would still guarantee Fairchild Water Technologies some sizable profits. c. Advertising and Promotion By selecting a licensing strategy, Fairchild Water Technologies would not commit itself into having an advertising budget. On the other hand, the licensee would be obliged to advertise the product in order to meet the minimum quota for annual sales. This allows Fairchild to have an average profit of 300 Rs without committing any resources into salaries or advertising budget. E Control Plan The licensing agreement would adopt a language that guarantees Fairchild Water Technologies annual sales of 75,000 units, with a 10% increase in units sold thereafter. The agreement should have an opt out clause for both parties after three years, while holding the licensee to infringe on the technology and patent if they choose to opt out of the agreement. Fairchild must monitor sales on a monthly basis, and conduct meetings in order to ensure that sales in the Indian market are heading in the right direction.

Awareness to the Health Problem of Violence Against Women

The American Nurses Association (ANA) supports education of nurses, health care providers and women in skills necessary for prevention of violence against women; assessment of women in health care institutions and community settings; and research on violence against women. ANA believes there is a need to increase awareness to the heath problem of violence against women, as well as reduce injuries and psychological misery associated with this crime. ANA believes health care professionals must be educated as to their role in the assessment, intervention, and prevention of physical violence against women. Further, ANA supports the YEAR 2000 Health Objectives, which cite the surveillance, prevention and intervention for violent behavior as a priority issue for the nation. Physical violence against women is behavior intended to inflict harm and includes, slapping, kicking, choking, punching, pushing, use of objects such as weapons, forced sexual activity and injury or death from a weapon. Physical violence is by definition, assault and it is a crime. Ninety-five percent of serious assaults by a spouse or intimate partner are men battering women. Abuse is the leading cause of injury to women and homicide a major cause of traumatic death to women. Physical violence against is pervasive and cuts across all ethnic, racial, religious, and socio-economic groups. Based on national survey results, 1. 8 million women are beaten by their husbands each year. Stated another way, one of every eight husbands assaults his wife at least once during a given year. Abuse during courtship and cohabiting relationships affects between 16 and 23 percent of all dating relationships. The FBI estimates that her male partner will physically assault one in two women during her lifetime. Frequently physical abuse begins during pregnancy with 25-30 percent of pregnant women reporting abuse prior to or during pregnancy. Pregnant women reporting abuse are more likely to deliver a low birth weight infant. Injuries to women sustained from abuse include contusions, concussions, lacerations, fractures and gun shot wounds. Emergency room records document that 22 to 35 percent of women presenting any complaint are there because of symptoms related to physical abuse. Some 1,000 women are killed each year by their male partner, almost always following years of physical abuse. The economic costs of interpersonal violence are high especially if a weapon is involved. The lifetime cost of firearm deaths and injuries are estimated at $23 billion in 1990 with more than 80 percent of the medical care costs borne by public funds. During the same year, injuries caused by interpersonal violence requiring hospitalization cost an estimated $80 billion. Because most physical violence between intimate partners goes underreported, the economic costs are grossly underrepresented. The American College of Obstetricians and Gynecologists, Surgeon General and Centers for Disease Control have forwarded recommendations that all women be routinely screened for physical abuse and offered counseling, education, advocacy and appropriate referrals. Year 2000 Health Objectives cite the surveillance, prevention for violent behavior as a priority issue for the Nation.  · Routine education of all nurses and health care providers in the skills necessary to prevent violence against women Routine assessment and documentation for physical abuse of all women in any health care institution or community setting  · Targeted assessment of women at increased risk of abuse including pregnant women and women presenting in emergency rooms.  · Education of all women as to the cycle of violence, the potential for homicide, and community resources for primary, secondary and tertiary prevention and care.  · Education of school age children and adolescents in public schools about relationships without violence and community resources for help. Research on violence against women, including the development and evaluation of nursing models for preventive assessment, intervention, and treatment for abused women, their children and perpetrators of violence. Partner abuse victims tend to obscure their victimization. They are acutely aware that disclosure of their dilemma will be met with defiance or minimization by their partner, friends, and relatives and by increased abuse by their partners. When a woman becomes independent financially and emotionally the abuse increases the violence by their partner. Some end results are women killing the abusive partner, most of the time it is in self- defense after a history of beatings. Studies have been performed in reference to domestic violence and the abuse of drugs and alcohol. Some abusers are abstainers, however, more are substance abusers than not. The present view is that abusers use alcohol and drugs as an excuse for their violence and drink when are about to become violent. Apparently there seem to be a connection between alcohol and drugs and the severity of violence committed against women. In contrast, victims of domestic violence tend to blame the abuse on the substances used rather than on the abuser personally. The victim acknowledges that they do not enjoy the abuse, but believe their partners philosophy that they deserve the abuse. Victims of domestic violence stay with their abusive partner due to economic status, fear of physical danger to themselves and their children, fear of losing children, lack of job skills, lack of alternative housing, lack of support from family members and friends, lack of information regarding alternatives, fear of court procedures, and fear of partner retaliation. The majority of women have poor self image, are lonely, embarrassed and tend to protect the abuser, they are insecure about themselves and believe their partner is sick and needs their help.  · Backache, abdominal pain, indigestion, headaches, hyperventilation, anxiety, insomnia, fatigue, anorexia, heart palpitations, injuries without explanations and embarrassment about them, hidden injuries to head and neck, internal injuries, genital injuries, scars, burn, joint pain or dislocation, numbness, hearing problems, or bald spots. Injuries from a belt, iron, raised ring, teeth, fingertips, cigarette, gun, or knife, jumpiness or flinching in the presence of the abuser, substance abuse/suicidal thoughts or attempts, denial of any problems in their relationship, lack of relationships of friends or family, isolation or confinement to home. Believing in family unity at all costs and in traditional stereotypes, an overzealous partner who does not want to leave spouse alone in an emergency care unit. Battered woman syndrome is being suggested as a sub classification of PTSD due to repetitive abuse being a serious threat to the victim†s health and life. Battered women report nightmares, flashbacks, recurrent fears of more violence, emotional detachment, numbness, startle response, sleep problems, impaired concentration, and hyper vigilance. Victims show reactions to chronic trauma, but no symptoms of psychopathology are present. How can we help? We can offer information and assistance to these individuals who are victimized by their partners. Recognizing the symptoms (listed above) is the first step in offering assistance. Make an assessment (length/frequency of abuse, types of abuse; physical, psychological, sexual, financial) and recommend the victim to available services offered in the surrounding area. Do not be judgmental, be objective, and non threatening, ask directly if abuse is occurring, identify the abusers behavior, acknowledge the seriousness of the abuse, help the victim to asses internal strengths, encourage use of personal resources, give the victims a list of shelters, police departments, legal assistance, and financial aid, allow the victim to choose his or her own options, teach victim to develop a safety/escape plan, tell the abuser to stop the abuse and get himself help, do not blame the victim, do not get angry with the victim, refuse no help to the victim even though they are not ready to leave the abuser, do not retaliate with the victim against the abuser, do not encourage the victim to leave the abuser before she is ready. It is however, important to assure the victims they are not alone and they do not deserve the abuse they have become accustomed to. We must impart to them that they have dignity and worth and acknowledge their mental and physical exhaustion, fears, ambivalence about the abusers and leaving, and their wish to help the abuser as well as themselves. The victim may want to try counseling with a community agency or a local pastor, do not discourage this, it is always the victims decision on how to go about, stopping the violence in their own life.

Visual Communication in Advertising and How It Meets Form Follow Essay

Visual Communication in Advertising and How It Meets Form Follow Function Criterion - Essay Example Although there are many functions that can be applicable to various forms, this paper will be geared towards messages conveyed by still graphic designs in signs and advertisements. Why The Interest on Form and Function in Graphic Design and Visual Communication? The reason behind choosing advertising was based on the fact that the advertising sector can be viewed as the most competitive area where an object of design has to capture audience’s attention and inform effectively in the shortest possible time through correct application of elements of visual communication. I believe that role of visual communication is vital in modern advertising culture where people are bombarded with visual information through various media channels. It is possible that at this stage the balance between ‘form follows function’ becomes shifted more towards emphasis on ‘form’ as a factor that will secure audience’s attention and response. This may lead to exaggerate d and imaginative design efforts aimed at describing an item with simple straightforward function. This overemphasis can be observed in many modern TV commercials where the entire story line and acting and special effects can be deployed to promote something as trivial as new variety of a morning cereal. However, the question now is if such efforts towards the production of form serve the function of selling the product. Review of Literature Graphic design is defined as â€Å"the ‘art’ of communication – to inform, educate, influence, persuade, and provide a visual experience†(Resnick, 2003, p. 15). Lawrie (2008) claims that the visual communication of ideas or concepts is the primary function of graphic design while evoking feelings, either emotional or kinaesthetic ones, are considered its secondary function. Graphic designers intend their designs to effectively carry out its meaning and that its target audience clearly understand it. For this to be effe ctive, the designer should know how his target audience ascribes meaning to the design, so he is required to adopt to their perceptual views and share their experiences (Lawrie, 2008). A simple example would be the separate icons for toilets for men and women. The most basic icon of a woman with a flared skirt posted at the door of a toilet can be easily identified by anyone so women know it is the toilet for them and men will not enter that door because it is clearly not for them. This basic example shows the effectiveness of the relationship between form (simple icon for gender) and function (to identify which toilet is for women and which one is for men). However, going a step beyond the basic design such as putting in more feminine details for the female icon and masculine details for the male icon may trigger a stronger emotional or kinaesthetic response. An example would be giving the effect of feeling like royalty when they enter the toilet with the icon of either a king or a queen at the door. These two kinds of icons have different forms, and the function of identifying which toilet to use is the same, however, the second example may evoke a more personal meaning and experience. The previous examples illustrate Hollein’

The challenges facing the deployment and use of IT for the development Literature review

The challenges facing the deployment and use of IT for the development of public sector in Saudi Arabia - Literature review Example Majority of the people have expressed disbelief in the Saudi Arabia’s capability to transform the government towards accountability and transparency; the e-government could offer a solution in the country that is faced with deep rooted bureaucracy (Al-Jboori, Gharaibeh and Sahraoui 2006, p6). There are a number of challenges that the government of Saudi Arabia face in the deployment and implementation of IT in the public sector and they include; (a) government transformation and reform, (b) e-Citizen participation, (c) citizen access, security and privacy, (d) management of the e-government program, (e) evaluation, transparency, accountability, (f) soft and cultural barriers, and (g) the interoperability of the e-government platforms (Al-Jboori, Gharaibeh and Sahraoui 2006, p11). The rationale for the project is to identify the major obstacles or challenges that face the government of Saudi Arabia in the deployment and use of IT in the development of the public sector. Saudi A rabia is among the developing nations and the risks that are associated with the deployment of IT differ from those in the developed nations; these risks are associated with organizational and cultural factors (International Resources Management Association 2002, p36). Aim To analyze the level of IT development in Saudi Arabia To establish the level to which IT is applied in the public sector in Saudi Arabia To identify the main challenges in the deployment and the use of IT in the development of the public sector. To come up with tangible methods that can be used to alleviate these challenges. Tasks Research data is usually categorized as secondary and primary data. Primary data is developed by the researcher through the use of the data gathering techniques and secondary data is usually generated by others and it includes case materials, manual database, computer database, government departments, public organizations, and data-sets. There are a number of approaches that are used to collect data. The nature of the variables and the research questions determine the choice of the strategy for the collection of data (DeMatteo, Festinger and Marczyk 2010, n.p.). Preliminary preparations and obtaining Permissions Preliminary analysis of the public sector will be done; the preliminary analysis will be in the form of a pilot study. The analysis will entail finding suitable places (the places presumed to offer the required information) and in this case is the public sector. The number of respondents for this research is 50 people and they will be chosen randomly from the different sections of the public sector. These people have to be directly involved with issues concerning IT. Since the public sector is diverse, there are some institutions that restrict the collection of research data. A written consent or permission will have to be obtained from these institutions in the public sector. Data Collection For this research, both the primary and secondary will provide u seful information regarding the public sector in Saudi Arabia. The primary data will be collected from the researcher and the secondary data will be collected from the publications made by the government departments and in particular the department that is responsible for IT. Another important primary and

Employment information report Essay Example | Topics and Well Written Essays - 1000 words

Employment information report - Essay Example After much investigation, I have found that Akzonobel is a Dutch based multinational organization which is known for producing premium quality specialty chemicals, performance coatings and decorative paints. The company has its headquarter in Amsterdam and is divided into eleven business units. Akzonobel employees over more than forty thousand people in over eighty countries. The company is known to be making increasing profits each year and as of year 2014, the sales recorded were around fourteen billion. Akzonobel has a history of mergers and acquisitions. The recent merger took place with ICI paints in the year 2008. Akzonobel is a company where the growth of organization is as important as the growth of its employees. Here, people come from diverse backgrounds where they are allowed to perform freely based on their skills, experiences and talents. With extensive training, mentoring and coaching, the skills of employees are enhanced and the career development is given much signifi cance. Along with a handsome compensation package, the employees are offered a challenging yet comfortable environment where they could build up on their knowledge for present as well as future performance. As mentioned, I would like to apply for the position of HR manager in Akzonobel. After looking at the job responsibility listed on the web as well as interviewing one of the HR managers, I have made a summary of the job requirements and duties. Akzonobel has listed down the features which must be present in a candidates’ profile in order that his application be considered. He must have minimum of master’s degree in human resource, certification would be considered as a plus. The company will prefer someone who has been working in the same position with a multinational organization for at least five to ten years. The candidate is expected to be a local of the country so that he could understand and practice his knowledge as per the geographical

Did Credit Rating Agencies do good work (with impact on the Qatari Term Paper

Did Credit Rating Agencies do good work (with impact on the Qatari Context) - Term Paper Example The research will analyze the roles and benefit of CRAs in the last financial crisis of 2007 – 2009. The research will provide evidence of the financial crisis on the credibility and accountability of credit rating agencies. The credit crunch will be explained and also the contribution of credit rating agencies to the financial crisis. The benefit of credit rating agencies to investors is also discussed in the paper. The research methodology and design and reporting and analysis will be dealt with by the research paper. The role of credit rating agencies during and before the financial crisis will also be discussed in the paper. The implication of the financial crisis in the economy of Qatar will be discussed a bit to establish the impact of it is on the people. Contents Abstract 1 Contents 2 Introduction-What Is Credit Rating? 3 Research Objectives 4 Literature Review 4 Role of Credit Rating Agencies During and Before Financial Crisis 6 Credit Ratings Assignment Process 7 Res earch Methodology and Design 8 Reporting and Presentation of the Project 9 Credit Rating Agencies as Coercive Regulators 10 How CRAs Impact On Financial Market Participants 10 Relation between Credit Rating and Agency Problem 11 Implications of Financial Crisis on Qatar’s Economy 12 Conclusion 12 References 13 Introduction-What Is Credit Rating? Crediting rating is a common statement that refers to opinion concerning a debt instrument and its issuer company. It gives an investor a clear indication on whether the debt instrument is safe or risky. It also tells the investor the capability of the issuer company to pay interest and the principal amount in time. However, credit rating is simply an opinion rather than a recommendation and thus does not require an investor to buy or sell an instrument. Currently, global rating is undertaken by several credit rating agencies with the general ones are Standard and Poor’s (S&P), Moody’s Corporation both of whom are based in the USA and Fitch Rating Firm. The above named rating agencies hold the majority of the credit rating share. However, there are more than 100 minor credit rating agencies in the market offering quality credit rating in national markets and industries (Benmelech 2009). Credit rating is usually done by experts who examine various factors and provide the rating is expressed in either alphabetical or alphanumeric symbols. AAA is the highest possible rating as per the S&P agency. High quality credit investment grades are grades AAA and AA whereas grades A and BBB offer medium credit quality investment grades. However, grades BB, B, CCC, CC and, C means that the issuer has a low credit quality and maybe there is no existence of investment credit quality. Grade D is the lowest possible credit rating, and this means that there is no way that the creditor will recover his interest plus the principal amount. According to this credit rating, those companies with AAA, AA, A and, BBB grades p resents less risk and thus most investors will be attracted to invest in them since they have assurance that there will be a gain in their market share. Credit Rating Agencies (CRAs) plays a bigger role in today’s financial markets in Qatar. The rating is normally followed closely by the investors, issuers, borrowers and government’s financial institutions. Research Objectiv

Why affirmative action is still needed in 2012 Essay

Why affirmative action is still needed in 2012 - Essay Example Affirmative action is a policy by which marginalized groups (with marginalization usually defined on the basis of gender or race or class) are given preferential treatment, usually in the form of quotas. For example, in universities, a set quota may be allocated to, for example, black people or Latin Americans in order to create a heterogeneous atmosphere and increase possibilities for racial minorities. Or a gender quota might be imposed in companies, to ensure an equal number of men and women. Whilst the focal point of affirmative action is to improve the lives of those who belong to historically marginalized sectors, one very important aim as well of this policy and perhaps its long-term goal is to achieve social integration, to break down stereotypes and biases, and to foster a more gender-fair and color-blind society. To quote Coate and Loury, in workplace affirmative action, â€Å"an important component of this question would seem to be the impact of affirmative action on empl oyers’ stereotypes about the capabilities of minority workers. If affirmative action serves to break down negative stereotypes, then to the extent that these underlie discrimination, a temporary program of affirmative action should lead to permanent gains for minorities† (1220). What must be remembered, however, if we are to break down these stereotypes by any sort of policy, is that these stereotypes did not take place overnight, but are the products or outcomes of socially-reproduced perceptions. Women have been considered as the weaker sex, unable to carry out masculine tasks and duties requiring intellectual development. In the past, a little girl would learn from her mother that a woman’s place was at home – doing household work like cooking and cleaning and watching over young children. Indeed, societal norms have greatly affected women in many cultures. Women, in most cultures, are considered to be inferior, a situation that has continued to hinder their career progress. In many societies, men and women are assigned distinct social roles which are restricted by certain norms. The perception of the role of women in the workforce has widely changed over time in the society. Historically, the society viewed women society as in the home taking care of the husband and children. Social norms required the woman to be submissive to the husband and should not leave the home for work. Social norms treated women traits as meek and submissive, and work, especially in demanding fields like engineering, would make them lose the traits. Hence, this discouraged women to work in demanding occupations like engineering, science, and mathematics with low pay. We must bear in mind that these â€Å"dichotomous, mutually exclusive categories that shape our understanding of the world are gendered and they are key to the production and reproduction of violence at all levels† (Confrontini 333). This cultural pressure to be a homemaker and not to aspire to work professionally or to yearn for achievements such as those done by men was what impacted on access to education by girls vis a vis boys. According to the Women’s International Center: Formal education for girls historically has been secondary to that for boys. In colonial America girls learned to read and write at dame schools. They could attend the master's schools for boys when there was room, usually during the summer when most of the boys were working. By the end of the 19th century, however, the number of women

Critical Reading and Rhetorical Modes Assignment

Critical Reading and Rhetorical Modes - Assignment Example All this was because an attempt to express herself through different languages that were seen as "illegitimate." Notably, this is evident in the second excerpt when she explains, â€Å"my tongue keep pushing out the wads of cotton, and pushing back the drills and the long thin needles.† Cause and effect is a mode that analyzes the connection between elements and finds a reason for their relationship. For instance, Chicano Spanish is because of the need for identity, means of communication and secrecy among the people had no known original language considered as the cause of the development of Chicano Spanish. Moreover, the author in trying to categorize the different people with whom she shared different language when communicating with has used modes like classification. For example, with Mexican she will speak standard Mexican Spanish. When in her parents companion, she uses Chicano Texas Spanish; with Arizonans, she will use Chicano Spanish and English for California. Lastly, the author in trying to explain the term â€Å"Anglicism† and â€Å"Pachuco† has used definition. Whereby, the author describes it as distorted English and a language of rebellion because it is against both Spanish and English. The language is made up of slang words from both English and Spanish. For example, churo means sure, Simon means

Texas Board of Criminal Justice Term Paper Example | Topics and Well Written Essays - 2750 words

Texas Board of Criminal Justice - Term Paper Example The nine board members have a tenure life of six years a period within which they appoint directors of the department, set rules and formulate relevant policies necessary for the successful operation of the department. The board members operate democratically and reach most of their operational decisions via a secret vote. Currently, one Oliver J Bell a former army officer and a graduate of the United States of America military school chairs the board. He was first elected the chairperson of the board in 2004 and later was reelected in 2009. He thus is in his third year in office in his second time. Since his appointment to the helm of the board, Bell has executed a number of changes through the inception of policies that he considered effective. He ordered a revision of the Texas Department of Criminal Justice correctional system making Texas one of the states in the country with the most effective and transformative correctional facilities. further heads the health department within the board and is responsible for the introduction of a number of health policies that benefit not only the felons but the society too. The correctional society is comprised of the criminals, the staff of the correctional facilities and the rest of the society extending the parameters of the facilities (Weitekamp, 1993). An effective health policy that covers the interests of any of these parties influences the rest; this understanding led him to introduce effective health policies that do not only safeguard the health of the inmates but also the health of the prison officers and the rest of the society. Other members of the board include Tom Melcher who is the vice chairperson and chairs the rehabilitation and reentry program committee. The committee oversees the seamless return of convicts into the society. Leopoldo Vasquez is the secretary to the board and chairs the audit review committee; the committee ensures accountability and effective utilization of the department’s resources.

Working Conditions Assignment Example | Topics and Well Written Essays - 500 words

Working Conditions - Assignment Example The usual theme is having cigarettes adds masculinity to men and attract more women. It can be linked to social bonds. Some examples of songs depicting cigarettes are My Cigarette and I, Smoke Rings, Smokin’ in the Boys’ Room, Pass that Peace Pipe and many more. The songs appealed to the mass that caused the increasing popularity of cigarettes way before the billboard advertisements like Joe Camel and Marlboro Man (Cooper and Haney, 1999). It is not only used as a status symbol because of its medical uses. In the form of powder, aqueous solution, ointment and extracts, tobacco was then used to treat tetanus, lack jaw, oedema, spastic dysuria, neurosis, constipation, smoke enemas and arsenic poisoning (Haustein and Groneberg, 2010). Despite of the popularity of cigarette and tobacco, it remains a public health enemy number one because it is the leading cause of death in the United States. Consuming cigarettes causes several diseases like cardiovascular diseases, cancer of the lungs, respiratory ailments such as bronchitis and emphysema and other forms of cancer like laryngeal, oral and stomach cancers (Schneider, 2011). In line with the negative health effects of cigarette smoking, several efforts had already been done in the United States. In 1971 the tobacco ads had been banned by the Congress along the airways while in 1984 the Smoking Education Act had been passed together with four strongly worded cigarette warnings in advertisements and cigarette packages. In 1986 the Comprehensive Smokeless Tobacco Health Education Act had been passed (Pampel, 2009). Since then California is the state that adapted some specific measures to manage the risk of cigarette smoking then followed by New York in 2003. The smoking law in New York was signed by Coy. George E. Pataki which includes many strict measures but with exemptions like licensed cigar bars in New York City, America-Indian-owned

Case Studies Homework Essay Example for Free

Case Studies Homework Essay Sally is suffering from a debilitating illness which will eventually rob of her speech and mobility. She has requested that the hospital staff do not resuscitate her if she has a heart attack. This is a limitation on use of restrictions on rights because Sally does not want the right to life anymore if it means that she cannot speak and move without help. A pregnant single woman wants to abort her baby. However, the natural father wants her to keep the child. This freedom of expression as the woman has the rights to her own body and she can say what she wants and decide what she wants to happen to the baby as it is her body. An atheist teacher at a Roman Catholic school feels he has been prevented from gaining promotion due to his religious beliefs. This is a prohibition of discrimination because he should be treat professionally and not any different because of his religious beliefs. An asylum seeker is being threatened with expulsion from the United Kingdom. He is frightened to return to his home country because of threats of detainment or even death. He expressed political views against the government; he knows he won’t get a fair trial. This is against the right to life as his life could be taken away by others. It is also against the prohibition of torture because he could be tortured by others in his home country. Also, it is against the right to a fair trial and no punishment without law because he would not be given a fair trial in his country and be punished without breaking the law.

Body Image and Eating Disorders: Country Comparison

Body Image and Eating Disorders: Country Comparison Management of Personal Lifestyles Eating Disorders: USA vs. Singapore Yeo Zi Li Jodie Eating disorders are psychological conditions defined by abnormal and unhealthy eating habits involving insufficient or excessive food intakes that affect a person’s physical and mental health. People suffering from eating disorders are often preoccupied with their physique and weight. The main types of eating disorders are Anorexia Nervosa and Bulimia Nervosa. Anorexia Nervosa is a psychological illness whereby patients don’t â€Å"lose† interest in food but instead intentionally restrict their food intake because of the fear of being fat or gaining weight. A person with anorexia disorder may be underweight, but still has intense fear of putting on weight. They may purposely count calorie intakes for every meal to an excessive extent, over-exercising, use laxatives and other methods to get leaner. On the other hand, Bulimia Nervosa is binge eating on food and losing control over food intakes. It involves eating large amounts of food over a short amount of time. Feeling of guilt and shame will follow such binge, resulting in compensating actions such as self-inducing vomiting, over-exercising, not eating, and abusing diuretics, enemas or laxatives. Similar to many other psychological illnesses, Anorexia and Bulimia Nervosa are complex, multi-layered disorders that arise from various psychological, mental and emotional concerns that vary with individuals. There are many issues that have been observed leading to eating disorders, but a more prominent reason is due to the ideal body image portrayed and promoted by media which contributes largely to eating disorders among youths. Eating disorders are so common in America, 1 or 2 out of every 100 students struggle with it (â€Å"Eating Disorders†). Figure 1: Seventeen Cover Page Source: Nina Figure 2: VS Love My Body Campaign Source: Parrott Figure 3: VS The Perfect Body Campaign Source: â€Å"Victoria† Statistics in America shows that the ideal body type portrayed in the media is possessed naturally only by 5% of American females. Report shows 47% of girls in 5th-12th grade wanting to lose weight after seeing magazine pictures, and 69% of girls in the same age group reporting that these magazine pictures influenced their idea of a perfect body shape (â€Å"Eating Disorders Statistics†). In America, beauty is portrayed as slim but with a great figure, as shown in Victoria’s Secret’s Campaign. However, media fails to portray that a size 10 can be equally hot as size 6 and beauty is not just about being thin. An Asian body structure is naturally petite as compared to a Western body structure; it is easier for Asians to reach the ideal body image portrayed by the media, which results in a higher rate of eating disorders in America as compared to Singapore. Eating disorders have been regarded particularly to Western society previously; however, they have now become a more global issue with a rising rate of eating disorders cases seen in Asian countries such as Singapore, Japan, Korea, and China (Chisuwa). The ideal body standard not only affects the West, it is increasingly seen in Singapore. In comparison of statistic between Singapore and America, Singapore shows a rough estimation that 80 thousand Singaporeans suffers from eating disorders out of a total population of four million, whereas in USA, 5 million people suffer from eating disorders out of a population of 293 million (â€Å"Statistics†). According to reports from the Singapore General Hospital, more teenagers as young as 13, are being treated at public hospitals for eating disorders. Figures show an increase from 65 cases in 2011, to 75 cases in 2012 and 95 cases in 2013 (Tan). Figure 4: SHAPE Magazine Singapore Source: â€Å"SHAPE† Figure 5: Her World Magazine Singapore Source: â€Å"Her† Similar how magazines in both Singapore and America portray â€Å"fit† with cover girls that are slim and the choice of words used in the front page. It influence consumers’ idea of beautiful being having the ideal shape, or body just like a magazine cover girl. In an interview I conducted with 50 physically fit looking teens and 50 working-class women, the top physical insecurities felt are feeling fat or chubby around their tummy, thighs and arm areas, others mentioned their body physique like having a smaller/larger chest, or too broad shoulders, or not being satisfied with their facial structure. Some commented on avoiding sleeveless tops, white shirts or wearing longer skirts or pants to hide their insecurities. They also talked about how they would try controlling their diets to â€Å"not gain weight† by limiting their food intakes or skipping meals occasionally. Some said the numbers on the weighing machine impacts their perception of how â€Å"fat† they are and they will eat lesser to maintain or achieve a certain targeted weight. When shown a magazine cover page (See Fig. 4), 70% of teens admitted on being envious of the figure and wanting to lose weight to achieve it, while the rest said that it is photo-shopped and i t doesn’t affect them. 40% of the working-class women desire that figure portrayed on the cover page and wants to achieve it, while the rest said it doesn’t appeal to them (See Fig. 6) Figure 6: Ideal Body based on cover girl survey chart In a pilot study conducted with 26 female medical students in Singapore, 58% reported feeling moderately or very fat, despite a mean Body Mass Index (BMI) of 18.7. An alarming figure of four out of the 10 with BMI below 18 reported feeling very fat. A study conducted with Singapore Chinese school girls with an average age of 16.5 years, 56% of them felt overweight even with a mean BMI of 18.89 (Ung). Asians have a smaller body structure and framework thus comparing to American, there’s a difference between the Body Mass Index (BMI). For Asians, a BMI that is 24 or higher is considered overweightand obesity, a BMI of 28 or higher (â€Å"Ethnic†). For Americans, a BMI between 25 to 29.9 is considered overweight and 30 or higher is considered to be obese (â€Å"Defining†). The idea of skinny-bony body structure being beautiful is often termed as â€Å"à ©Ã‚ ªÃ‚ ¨Ãƒ ¦Ã¢â‚¬Å¾Ã… ¸Ãƒ §Ã‚ ¾Ã… ½Ã¢â‚¬  (gu-gan-mei) in the Asian culture, whereby you can easily see a person’s bone structure – protruding collar-bones, hip bones. That’s the idea of beauty because it looks sexy. Both Asian and American have this idea of how sexiness and beauty looks like – that you have to be skinny to be pretty. Figure 7: Bony Asian Artiste Source: SinaFigure 8: Ideal bony structure Source: Pinterest Models must be of a certain body frame and below certain weight in order to be called models. A friend of mine, who’s recovering from Anorexia, was rejected from a clothing line modelling audition and told harshly that she’s â€Å"too fat†. When in fact, the judge could have easily told her that her body type is not what they are looking for, instead of using words like â€Å"too fat†, which seriously hurts a person’s self-esteem and digs into that insecurity furthermore. Not only women, men suffer from eating disorders too. However, they are less likely to seek medical treatment because of the perception that eating disorders are a â€Å"women disease†. In America, an estimation of 10% to 15% of people with eating disorders is male. In Singapore, about 20 per cent of people who seek help for eating disorders are males. A data analysis report shows that in between 2003 to 2012, there were 72 cases of men suffering from an eating disorder and seeking help at the Eating Disorders Clinic at Singapore General Hospital. The average age was 19.9 years (â€Å"The†). To conclude, even though majority of people suffering from eating disorders are women, there is an increasing rate of male patients as well. United States, in comparison with Singapore, have a larger amount of people developing eating disorders and media is a large medium for such influence on youths and adults. I can conclude from the interview that many are affected by the media’s portrayal of an ideal body, but American society being more liberal, are more exposed and marketed to such body ideals due to easy accessibility with public broadcast media like VS models runway shows and magazine cover pages. In comparison, Singapore has more censorship in the media. Works Cited Chisuwa, Naomi, and Jennifer A. ODea. Body Image and Eating Disorders amongst Japanese Adolescents. A Review of the Literature.Body Image and Eating Disorders amongst Japanese Adolescents. A Review of the Literature(n.d.): 6. Web. 17 Jan. 2015. Defining Overweight and Obesity.Centers for Disease Control and Prevention. Centers for Disease Control and Prevention, n.d. Web. 15 Jan. 2015. Digital image.Pinterest. N.p., n.d. Web. Digital image.Sina.com.cn. Sina Corporation, n.d. Web. Eating Disorders Statistics.National Association of Anorexia Nervosa and Associated Disorders. National Association of Anorexia Nervosa and Associated Disorders, n.d. Web. 14 Jan. 2015. Eating Disorders.KidsHealth. Ed. Michelle New. The Nemours Foundation, 01 Jan. 2011. Web. 17 Jan. 2015. Ethnic Differences in BMI and Disease Risk.Ethnic Differences in BMI and Disease Risk. Harvard School of Public Health, 20 Oct. 2012. Web. 17 Jan. 2015 Her World Singapore.Her World Singapore. Singapore Press Holdings, n.d. Web. â€Å"Nina Dobrev on the cover†.Digital Image. Seventeen. Hearst Communications, Inc., n.d. Web. 20 Jan. 2015. Parrott, Lauren. Real Beauty vs. Love My Body.Real Beauty vs. Love My Body. N.p., n.d. Web. 20 Jan. 2015. SHAPE Magazine Singapore.SHAPE Magazine Singapore. Singapore Press Holdings, n.d. Web. Statistics by Country for Eating Disorders.RightDiagnosis. HealthGrades, n.d. Web. 17 Jan. 2015. Tan, Rachel. More Youngsters Diagnosed with Eating Disorders.The Straits Times. Singapore Press Holdings, 13 Oct. 2013. Web. 17 Jan. 20015. The Men Do Get It: Eating Disorders In Males – An Asian Perspective.†Aseanjournalofpsychiatry.org. Asean Journal of Psychiatry, n.d. Web. 19 Jan. 2015. Ung, Eng Khean.Eating Disorder. N.p., n.d. Web. 17 Jan. 2015. Victorias Secret Perfect Body Campaign Sparks Backlash.New York Post. FOX News, n.d. Web. 20 Jan. 2015. 1

Resolving and defining the barriers to communication

Resolving and defining the barriers to communication For any kind of communication to be successful, it is essential that the receiver attributes the same meaning to the message as intended by the sender of the message. But all acts of communication are not perfect or successful. At times, some meaning is lost as the message encounters various barriers along its passage between the sender and the receiver. Such barriers may arise at any of the stages through which a message passes during the process of communication. This is also called miscommunication. Some of the common problems that lead to the failure of communication are: noise, cultural differences, complexity of subject matter, personal biases, semantic problems, socio-psychological barriers, filtering, information overload, poor retention, poor listening, goal conflicts, slanting, inferring, etc. Barriers to communication can be classified as follows on the basis of the stage of the communication process during which the problem/s arise: a. Sender-oriented barriers: lack of planning, lack of clarity about the purpose of communication, improper choice of words resulting in a badly encoded message, difference in perception, wrong choice of the channel, unjustified presumptions, etc. b. Receiver-oriented barriers: poor listening, lack of interest, difference in perception, biased attitude, etc. c. Channel-oriented barriers: noise, wrong selection of medium, technical defects in the address system or the medium of communication chosen by the sender, time and distance, etc. We may define communication as a psycho-semantic process. Therefore, the barriers that affect the effectiveness of communication are mostly of social-psychological-linguistic nature. These factors may act upon any or all of the elements of the process of communication, that is, the sender or the receiver or the channel. And a common barrier for both the sender and the receiver can be the absence of a common frame of reference which often leads to the breakdown of communication in a specific situation. Common frame of reference is the context in which communication takes place. A well-defined context helps the sender and the receiver to comprehend the content of the message in a similar way, with regard to its implications and meaning. Many of the barriers listed above are easy to understand. But a few of them may require a detailed explanation. 4.2 TYPES OF BARRIERS Barriers to communication can be classified into the following broad categories: 1) Physical or environmental barriers, 2) Physiological or biological barriers, 3) Semantic or language barriers, 4) Personal barriers, 5) Emotional or perceptional barriers, 6) Socio-psychological barriers, 7) Cultural barriers, and 8) Organizational barriers. 4.2.1 PHYSICAL OR ENVIRONMENTAL BARRIERS Physical barriers are those barriers which are caused due to some technical defects in the media used for communication and/or due to certain disturbances in the surrounding environment. Often, the term noise is used as a blanket term to refer to the physical barriers in general. But noise, in its literal sense, is also one of the factors that give rise to the physical barriers during the process of communication. Besides noise, wrong selection of medium, lack of acoustics, poor lighting, frequent movements of hands, fiddling with a pen, or even serving of tea during an important conversation- all of these are also responsible for creating physical barriers in the communication process. a. Noise Noise is the first major barrier to communication. Communication is distorted by noise that crops up at the transmission level. The meaning attributed to the word noise in the field of Communication is derived from the realm of Physics. In Physics, noise refers to a disturbance, especially a random and persistent disturbance, which obscures or reduces the clarity of a signal. The modern-day connotation of the word noise is irrelevant or meaningless data as is apparent from its usage in the field of Computer Science. For example, the noise of the traffic around a school obstructs the smooth flow of information between the teacher and the students. It makes oral communication difficult. Similarly, poor signal or static while talking over the cell phone or while using the public address system or while watching TV also distorts the sound signals and disrupts communication. Bad weather conditions may also sometimes interfere with the transmission of signals and may lead to breakdown of the communication channels. As discussed above, noise is not only the disruption of sound signals, but it also includes all the barriers that may arise at any of the various stages of communication. In a broad sense, it denotes semantic barriers, perceptional barriers as well as psychological barriers. b. Time and Distance Time and distance may also obstruct the smooth flow of information. Today, because of technological advancements, we have faster means of communication available to us and this in turn has made the world a smaller place. But at times, these means of communication may not be easily accessible because of unavailability or due to technical/technological problems. This may lead not only to a physical but also a communication gap between the transmitter and the receiver. Time differences between people living in two different countries may affect communication between them. Even people working in different shifts in the same organization may also face problems in communicating effectively. Improper seating arrangement in a classroom or in a conference hall may also act as a barrier to effective communication as it is difficult to maintain eye contact with ones audience. Thus, communication can be successful only when the communicators manage to overcome the barriers by minimizing the obstacles that crop up due to spatial and temporal factors. c. Wrong Choice of Medium This can also create a barrier to effective communication. For example, if an expert uses charts or graphs or PowerPoint presentations to orient the illiterate workers or volunteers to a new method of working, they are bound to be ill-equipped to infer any information or instructions from such sophisticated presentations. d. Surroundings Adverse weather conditions affect not only the means of communication, but also have an impact on the sender and the receiver of the message. When two people have to communicate with each other under extreme weather conditions, whether too hot or too cold, their surroundings does have a direct repercussion on the effectiveness of the exchange that takes place between them. Thus, environmental factors determine peoples mood and also influence their mental agility and thereby their capacity to communicate effectively. Extreme heat and humidity make people either hyper or listless and thus cause immense stress which in turn affects clear thinking and the attitude of the communicator; whereas, extreme cold weather induces laziness and also impedes the ability to think clearly and respond sharply, thereby causing communication failure. 4.2.2 PHYSIOLOGICAL OR BIOLOGICAL BARRIERS Physiological barriers are related to a persons health and fitness. These may arise due to disabilities that may affect the physical capability of the sender or the receiver. For example, poor eyesight, deafness, uncontrolled body movements, etc. Physical defects in ones body may also disrupt communication. While communicating, a person uses- his vocal (speech) organs to produce sound/speech his hand and fingers to write his ears to take in the spoken words his eyes to absorb the written words Flawless functioning of these body organs is inevitable for effective communication to take place. In case of any defect in any of these organs, the successful completion of communication will be difficult to accomplish. Speaking can be adversely affected by stammering, fumbling, utterance of improper sounds due to defective vocal organ/s, etc. Listening can be rendered ineffective as a result of defective hearing. Deafness- total or partial- obstructs the absorption of sound signals. This leads to information loss. Writing can fail to convey the message successfully because of illegible handwriting due to hand injury, excessive trembling of the palm or fingers, numbness, etc. Reading can be affected due to poor eyesight. Defective vision impedes the reading ability of the receiver. Words may appear hazy, broken, overlapping, etc. to the receivers eye. To overcome such barriers, one must avail oneself of the necessary medical treatment (for defects in the body organs), therapy (to improve speech) or corrective aids (like hearing aid, spectacles, etc.). 4.2.3 SEMANTIC OR LANGUAGE BARRIERS Semantics is the systematic study of the meaning of words. Thus, the semantic barriers are barriers related to language. Such barriers are problems that arise during the process of encoding and/or decoding the message into words and ideas respectively. Both the oral and the written communication are based on words/symbols which are ambiguous in nature. Words/symbols may be used in several ways and may have several meanings. Unless the receiver knows the context, he may interpret the words/symbols according to his own level of understanding and may thus misinterpret the message. The most common semantic barriers are listed as under: a. Misinterpretation of Words Semantic problems often arise because of the gap between the meaning as intended by the sender and that as understood by the receiver. This happens when the receiver does not assign the same meaning to the word/symbol as the transmitter had intended. Words are capable of expressing a variety of meanings depending upon their usage, i.e. in the context in which they are used. The association between the word/symbol and the meaning assigned to it is of arbitrary nature. For example, the word yellow when used as an adjective can have multiple connotations depending upon its usage. Words have two levels of meaning- literal (descriptive) and metaphorical (qualitative). Yellow, besides being a primary colour, also stands for freshness, beauty, sickness, decay, etc. Hence, the receiver is free to interpret it in any of these ways based on his own imagination and experience. But for communication to be perfect, it is essential that the receiver must assign to it the same meaning which the sender had in his mind while encoding the message. Therefore, there is always a possibility of misinterpretation of the messages. Mostly, such problems arise when the sender does not use simple and clear words that can convey the exact meaning to the receiver. b. Use of Technical Language Technical or specialized language which is used by people or professionals who work in the same field is known as jargon. Such technical language can be a barrier to communication if the receiver of the message is not familiar with it. For example, in the computer jargon, to burn a CD means to copy the data on a CD. To a layman, the word burn may have a very different connotation. c. Ambiguity Ambiguity arises when the sender and the receiver of the message attribute different meanings to the same words or use different words to convey the same meaning. Sometimes, wrong and speculative assumptions also lead to ambiguity. A sender often assumes that his audience would perceive the situation as he does or have the same opinion about an issue or understand the message as he understands it, and so on. All such assumptions may turn out to be wrong and cause communication failure. 4.2.4 PERSONAL BARRIERS Communication is interpersonal in nature. Thus, there are certain barriers that are directly linked to the persons involved in the communication process, i.e. the sender and the receiver, which influence the accurate transfer of the message. These are called personal barriers. Personal barriers have to do with the age, education, interests and needs or intentions that differ from person to person. When one communicates, s/he addresses an audience that may belong to different age-groups. With age, ones choices, preferences and interests undergo enormous changes. So one has to consider this factor while communicating in order to check the possibility of communication failure. Difference in education is another important factor. It determines the senders ability to think, to form an intelligible message and to convey it successfully. On the other hand, it also influences the receivers capability to read/listen, to understand and to respond to the message that he receives. Thus, difference in education can hamper the successful encoding and/or decoding of the message, if proper care is not taken by the sender and/or the receiver. In any business organization, the attitude of the superiors and the subordinates play a vital role in determining the success of communication. If the superiors have a hostile attitude, then there are chances that they may filter the information or manipulate the message, sometimes intentionally, in order to achieve certain selfish motives. Many superiors are not open to suggestions and feedback as they presume that their subordinates are not capable of advising them. Also, they often tend to keep too busy with work and do not pay much attention to communication. Due to this, the downward flow of information within the organization is badly affected and this in turn leads to poor performance. Besides, the superiors often exercise their authority by insisting that the subordinates should approach them only through proper formal channels of communication. If, under any circumstances, the subordinates try to communicate to the superiors directly, then they may take offense as they perceive such an attempt as a challenge to their position of power. Such an attitude thus becomes a barrier to effective communication. On the other hand, there are certain factors that influence the participation of the subordinates in upward communication. Lack of confidence and fear are the primary reasons why the subordinates fail to communicate openly and comfortably with the superiors. If they feel that some information may, in some way, harm their prospect/interest in the organization, then they prefer to conceal such information. In case, if that is not possible, then they filter the information so that they cannot be held responsible for the same. Moreover, when the superiors do not support the active involvement of the subordinates in the functioning of the organization by encouraging them to exchange their ideas and to give suggestions that would contribute to the success of the organization, the subordinates become indifferent to such reciprocity and this creates a barrier to upward communication. If the subordinates feel that their ideas and suggestions are of no value to the superiors, then they do not feel motivated to convey the same. Therefore, on the basis of the above discussion, we may conclude that personal barriers have their origin in the attitude of the sender as well as the receiver. Personal barriers often lead to distortion, filtering, and omission of information and thus have an adverse effect on the fidelity of communication. 4.2.5 EMOTIONAL OR PERCEPTIONAL BARRIERS Emotional or perceptional barriers are closely associated with personal barriers. Personal barriers arise from motives and attitudes (as seen above), whereas emotional or perceptional barriers have an added dimension that includes sentiments and emotions as well. If the receiver does not evaluate the information with an open mind, i.e. objectively, his judgment/evaluation would be colored with his biases and/or his emotions, thus inducing him to read too much into a message. This would interfere with the exact transfer of information and cause misinterpretation. Such a barrier may also emerge at the time of encoding the message. Over enthusiasm on the part of the sender may lead him to invest his message with meaning/s which he may actually not have intended to. Besides, too much aggression or passivity on the part of either the sender or the receiver, while communicating, also has an adverse effect on the success of communication. Also, too much of emotion thwarts reason and sometimes, the communicator, blinded by his own sentiments, makes impulsive judgments or illogical decisions. This also results in the breakdown of communication. Indolence, apathy, or the tendency to procrastinate, either on the part of the sender or the receiver, also lead to withholding of important information thus creating a barrier. Extreme emotions like euphoria, excitement, anger, stress, depression, etc. also get in the way of effective communication. All these factors may create biases in the mind of the sender or the receiver. Therefore, the sender and the receiver may encode and decode the message respectively as per their own perceptions, background, needs, experience, etc. And this leads to a distinct kind of exchange of ideas and feedback as well. They tend to obfuscate the reality and see what they want to see. This is also one kind of filtering that takes place during the communication process. 4.2.6 SOCIO-PSYCHOLOGICAL BARRIERS Socio-psychological barriers can also be considered as one of the offshoots of the personal barriers, akin to the perceptional barriers. We need to study it as a subcategory of personal barriers because a persons attitude is shaped not only by his instincts and emotions, but also by his approach towards and his interaction with the people around him, and hence the need for this fine distinction between the personal, the perceptional and the socio-psychological barriers. a. Status Consciousness To begin with, the consciousness of ones position in an organization has an effect on the two-way flow of communication. A vertical channel of communication is present in every organization, but its efficacy is heavily influenced by the relationship between the superiors and the subordinates. Though many organizations are now becoming accustomed to the open door policy, the psychological distance between the superiors and the subordinates still prevails. Status consciousness is thus one of the major barriers to successful communication. b. Difference in Perception Moreover, in a communication situation, the communicators have to deal with two aspects of the reality- the one as they see it and the other as they perceive it. The mind filters the message i.e. the words/symbols/ signs and attributes meaning to them, according to individual perception. Each individual has his own distinctive filter, formed by his/her experiences, emotional makeup, knowledge, and mindset which s/he has attained over a period of time. Because of this difference in perceptions, different individuals respond to the same word/symbol/sign based on their own understanding of the situation and ascribe meaning to it on the basis of their unique filter. At times, this difference in perception causes communication gap, i.e. distortion, in the message. In face-to-face communication, this gap can be easily eliminated as there is immediate feedback. But in written communication, the semantic gap between the intended meaning and the interpreted meaning remains unidentified, as the feedback is delayed or sometimes there is no feedback at all. c. Prejudices Besides, a person with deeply ingrained prejudices is very difficult to communicate with. He is not responsive to discussion or to new ideas, information, viewpoints and opinions. He has a closed mind and tends to react antagonistically, thus ruling out all possibilities of communication. An unreceptive mind can, hence, be a great barrier in communication. To overcome this barrier, people should be receptive of new ideas and must learn to listen considerately with an open mind. d. Halo/Horn Effect Also, sometimes the listener may be too much in awe of or may completely distrust a speaker. In both these situations, the chances of success of the communication are very less. e. Information Overload Furthermore, information overload leads to poor retention and causes information loss. So, whenever there is some important information to be conveyed, the communicators must use the written channel of communication. On the basis of the above discussion, we may thus conclude that the socio-psychological factors do have a profound impact on the effectiveness of communication. 4.2.7 CULTURAL BARRIERS Culture is the totality of socially transmitted behavior patterns, arts, beliefs, institutions, and all other products of human work and thought. Culture is learned and shared within social groups and is transmitted by non-genetic means. (American Heritage Dictionary, 2005) From this definition, we can infer that culture is the sum total of ideas, customs, arts, rituals, skills, etc. of a group of people. It is handed down from generation to generation in the form of conventions, traditions, rules, codes of conduct, etc. To put it simply, culture is the shared ways in which groups of people understand and interpret the world. (F. Trompenaars, Riding the Waves of Culture: Understanding Diversity in Global Business; 1994) Each group, categorized on the basis of nationality, ethnicity, race, religion, etc. has its own distinctive culture. Thus, there are varied subcultures that co-exist within a major culture. Such immense cultural diversity plays a very crucial role in communication as it has an extensive influence on both verbal and non-verbal communication and may therefore create barriers to effective communication. Cultural differences give rise to a great deal of complexity in the encoding and the decoding of messages not only because of the difference in languages, but also because of plenty of culture-specific assumptions at work in the mind of the sender as well as the receiver. People belonging to different cultures may attach different meanings to words, symbols, gestures, and behaviour or they may perceive each others social values, body language, attitude to space distancing and time, social behaviour and manners, etc., i.e. the entire culture in general, very differently depending upon their own standards, attitudes, customs, prejudices, opinions, behavioral norms, etc., i.e. their own distinct culture. Thus, cultural barriers arise when people belonging to different cultures insist on preserving their cultural identities and at times, judge the other cultures as inferior to their own. (For a detailed discussion on the various elements that can create cultural barriers, refer Chapter 6 International Communication) 4.2.8 ORGANIZATIONAL BARRIERS Organizational structure greatly influences the flow of information within an organization. Some major organizational barriers are as follows: a. Goal Conflicts There may be goal conflicts within the organization between the superiors and the subordinates, among people working in the different departments, among the colleagues, etc. This may create a hostile atmosphere within the organization and can lead to serious communication breakdown. b. Organizational Policies These are also to a great extent responsible for determining the kind of rapport that people working in the same organization share with each other. If the organizational policy is such that it restricts the free flow of information in all directions (refer Chapter 7 Formal and Informal Networks of Communication), then communication would not be successful. In some organizations, there may be rules to restrict the flow of certain messages and this may deter employees from conveying those messages, however important they may be. If an organization favours the open door policy, the subordinates would not feel shy or reluctant to approach their superiors directly. But in the organizations where the formal channels of communication have to be strictly adhered to, the superiors and the subordinates share an awkward relationship. They experience a lot of discomfiture while interacting with each other. Because of this, the objective of communication may never be accomplished. c. Organizational Hierarchy The hierarchical structure of the organization may also impede the flow of information and this can cause delay in taking decisions. When the message passes along the chain of command in an organization, there are chances of filtering and distortion of the message at almost every level before it reaches the intended receiver. Thus, the hierarchical structure of the organization is also one of the important factors that may create a barrier to effective communication. Barriers to effective communication can be summarized as under: Physical Barriers: sound, sight, size, light, location, distance, time, surroundings, environment, infrastructural facilities, etc. Physiological Barriers: Speaking- stammering, fumbling, utterance of improper sounds due to defect in speech, etc. Listening- hearing impairment, deafness, etc. Writing- illegible handwriting due to uncontrolled hand movements like trembling, numbness, etc. Reading- difficulty in reading due to poor eyesight, perceiving the written words as hazy, unclear and overlapping, etc. Differential Barriers: difference in age, education, needs, interests, intention or purpose creating a communication gap between the speaker/writer and the listener/reader. Intellectual Barriers: use of foreign language, pronunciation, style, tone, vocabulary, etc. Socio-Cultural Barriers: race, religion, culture, habits, behaviour, social values and manners, etc. Psychological Barriers: attitude, mood, temperament, ego, prejudice, jealousy, rivalry, nervousness, excitement, etc. Organizational Barriers: status, hierarchy, policies, filtering, manipulation, etc. On the basis of the above discussion, we may thus sum up that barriers to communication are the aspects of or conditions in a workplace- such as status differences, gender differences, cultural differences, prejudices, and the organizational environment- that interfere with effective exchange of ideas or thoughts. (Business Dictionary) However, there are certain specific strategies that can help us to surmount these obstacles and achieve the purpose of communication. These are discussed in detail in the following section. 4.3 OVERCOMING THE BARRIERS TO COMMUNICATION On the basis of the various kinds of communication barriers listed in the previous section, let us now discuss certain strategies that would help us to overcome these barriers and thus improve communication. As effective communication is essential for the success of a business organization, the communicators must take care to remove the barriers in the way of communication, to the best extent possible. In communication, it is not enough only to know the message. For communication to be complete, the message must be understood by the audience. The communicator shares his message through the medium of words- spoken or written, through gestures, through symbols, etc. Thus, from this we can infer that communication, whether verbal or nonverbal, is symbolic in nature. These two aspects of communication determine the fundamental difference between effective and ineffective communication. If an idea/information is known to but not fully understood by the receiver, then the communication will be ineffective. The sender can know whether the message has been understood by the receiver through his response, i.e. feedback. The following are some general guidelines for the sender and the receiver of the message: For the Sender of the Message At the very outset, that the sender should reveal the purpose of his message and the important topics that he would deal with. By doing so, he prepares the receiver for what is to follow. This helps the receiver to identify the main points of the message, to recognize the link among the important ideas that the message contains and to organize them in a meaningful pattern in his mind. The message should be compact and the sender should concentrate exclusively on the main ideas or information that he intends to convey. Likewise, the sender should situate his ideas in an appropriate context so that the audience will evaluate and interpret them within that common frame of reference which the sender has indicated or suggested. While communicating, the sender should, at all times, emphasize the important points of the message with the help of bulleted lists, chart, graphs, illustrations, body language, tone, pitch, etc. He should also provide a summary at the end of his presentation or write-up. This will help the receiver to grasp the overall meaning of the message, thus making it easy to understand the various parts, i.e. ideas, in relation to the overall framework. The sender should arrange the ideas/information in such a way that it is appealing to the audiences visual and/or auditory senses. In written communication, the writer may make use of an attractive layout and good quality paper to attract the readers attention. While communicating orally, the sender must take care to minimize noise. He should make sure that his surroundings are well-equipped with the necessary acoustics. He should pay special attention to his facial expressions, gesture, and eye contact with the audience at the time of delivering the message. The sender should be clear about why he wants to communicate and his message should be precise and well-structured. He should take care to select an appropriate channel or medium so that the impact of message is not lost in transmission. He should send his message through an effective channel i.e. keeping in mind his audience and the purpose of the message and should select a channel where there are less chances of distortion. The sender should avoid using grandiloquent words in order to avoid the possibility of misinterpretation of the overall meaning of the message. The sender should neither burden the receiver with information overload nor should he provide him too little information. He should identify his audience before encoding the message so that he knows what his audience may already know and in what context he should place his message. The sender should formulate and deliver his message in such a way that it retains the audiences interest in what he intends to convey. He should do away with all his prejudices and preconceived notions and must communicate clearly and with an open mind. All these would enable him to have an audience-centric approach while encoding his message. For the Receiver of the Message In the initial stage of the communication process, the onus is entirely on the sender of the message. But in the later stage, the receiver plays an active role once he starts absorbing and processing the information in his mind. Thus, the receiver of the message also plays an equally important role in the successful completion of communication. Not all barriers are sender-oriented. The barriers arising from the side of the receiver are known as receiver-oriented barriers. The foremo