Becoming Gendered Essay

Davies argues that the sex role socialization theory does not adequately explain how we understand and become man and woman (p282). She concedes that the social structure with which man is entrenched; influence the conception of gender but the individual is as much a part of that process as the social environment. Davies says that man is an agent in his/her gendered identity, we choose to be masculine or feminine in the context of our social realities and that it is not tied to biology. In the movie Sabrina (1995), after being sent to Paris and transformed into a sophisticated woman of the world, David became enamored with her. David responded to her charms when she became feminine and did not notice her when she was boyish and ugly. Sabrina was masculine because she did not have a female figure to emulate, but within the same environment she was able to recognize the attraction she felt for the opposite sex and although it was depicted as a coming of age realization, socialization does not fully demonstrate the shift in gender roles (Rakow, 1986; 12). Davies was correct when she said that the individual is an active and engaged participant in becoming gendered (p284), Sabrina may have become feminine in her ways, but she was independent, headstrong and speaks her mind, all of which are masculine traits which she had imbibed while she was growing up. Davies (p289) suggested that we become gendered because it is what society expects, Sabrina has to be feminine because she was female and the world responds to that reality based on their conception of what is feminine and masculine. References Pollack, S. (Director). (1995, December 15). Sabrina, Constellation Entertainment. Davies, B. (2001). Becoming male or female. In S. Jackson & S. Scott (Eds.), Gender (pp. 280-290). London: Routledge . Rakow, L. (1986) â€Å"Rethinking Gender Research in Communication,† Journal of Communication, Volume 36, No. 4, pp.11-26.

National Council of Teachers of Mathematics

National Council of Teachers of Mathematics (NCTM) Standards: Website Lesson Plans Edwina Schweitzer Grand Canyon University: EED 364 November 25, 2012 The National Council of Teachers of Mathematics (NCTM) is a council that has set in place standards that are to be followed and adhered to when creating mathematical lesson plans. These standards are national and require a lot of the teachers as far as what and how they teach math. While there are many choices of lesson plans that support the standards set by the NCTM regarding number sense and operations, only four will be used to fulfill the following criteria. . Four lesson plans were chosen to illustrate the support of the NCTM standards: A. Problem-solving: Math, episode 1, (Discovery Education, n. d. ) is a lesson plan that helps students understand the importance of numbers. In this lesson the objectives are to show the students the importance of numbers in math, and show examples of how they are used in everyday life. The stud ents start out by watching the video, Problem-solving: Math, episode 1, and then talking about all of the numbers that they see in the classroom, such as the numbers on a clock or how many paint brushes or windows there are.The students are then asked to imagine a world without numbers and give ideas of how things would be different. They are then asked to write down examples of how they have used numbers, such as dividing candy among friends, being first in line, or being measured at the doctor. They are then asked to share these examples with the class and post them as a reminder of the importance of numbers in their everyday lives. B.Activity 3: Exploring the effect of operations on decimals, (Illuminations, 2000-2012) is a lesson plan that gives students the opportunity to â€Å"explore the effects of addition, subtraction, multiplication, and division on decimal numbers. † This lesson provides a Maze Playing Board sheet that allows students to play a game while making th eir way through the maze. The object of the maze is to finish the maze with the highest decimal number. Examples of addition, subtraction, multiplication, and division of decimal numbers are shown on an overhead projector for the students to see as a visual aid.This activity requires the use of the calculator, which provides practice using a calculator while having fun with a maze. The students are then put into groups of three to discuss their results. C. I’ll halve s’more please!! (Jackson, n. d. ) is a lesson plan that uses fractions to solve riddles provided in a PBS episode of Cyberchase, entitled Zeus on the Loose. The students watch the episode and then use fractions to solve the riddles while learning the parts of the fractions and their importance in everyday life.There is a handout that is included with the lesson plan and a list of materials, including s’mores ingredients, large numbers and a bar of paper cut out for fractional use. D. Life is Full of Problems, (Young, n. d. ) is a lesson plan that helps students learn how to read, interpret, and devise a solution to math problems. This lesson requires the use of mental solving, paper and pencil, and calculator usage. The students learn to double check their answers for correct procedures and solutions. There are several ideas listed in this lesson plan that may fit into any diverse classroom.This is a lesson plan that is particularly good for encouraging mental solving of mathematic equations. While the mental solving is attempted first, they may check their mental answers by working the problem out on paper, then double checking themselves with the calculator. This incorporates three different means of problem solving, and not only teaches the importance of mental capabilities, it enables the students to finish with the use of calculators. 2. The methodology of number sense is used in each of the lesson plans in various ways. Problem-solving: Math, episode 1, (Discovery Educat ion, n. . ) includes a vocabulary list that the others do not. â€Å"Vocabulary is an integral part of developing the skills and concepts necessary to explain solutions to problems,† (Camelot Learning, n. d. ). All of the lessons use number importance and provide activities to enhance this importance. Even though some of these activities may not have vocabulary words to accompany the lesson, they could be incorporated into them. If the higher grades already know the vocabulary words for the lessons being taught, they could be a refresher so that the students did not forget them. 3.The activities that were included in these lesson plans include mathematical operations such as addition, subtraction, multiplication and division of decimals and fractions. Calculators are used in two of the activities, and the importance of the use of numbers is emphasized in all activities. Problem solving techniques are given as examples and the students are encouraged to improve on them through the completion of the activities. One lesson plan even includes a S’mores snack in the activity. Students would not only get to work with S’mores, but eat them afterwards! 4.These websites are appropriate for K-5th grade students, depending upon the lesson being taught and the extent to which the teacher would like to instruct it. All of the lesson plans are adaptable for students, but grades 3-6 seemed to be the best to benefit from them as they are listed. A couple of the lesson plans included variations that could be made simpler or more difficult, depending upon the grade and needed difficulty level. This variation in difficulty is also good for the differentiation of the students. 5. The lesson plans all provided ideas for differentiated instruction.These were also ideas that could be used for different grade levels, depending upon how in-depth the teacher wanted to go. Small groups were assigned to discuss the results of some of the activities. This could be hel pful with those students that have greater challenges and may struggle with their activities. Some of these activities could be made partner activities to help ELL students or those that may tend to be slower academically. 6. These lesson plans are important to the student’s understanding of mathematics because all of the lesson plans contained vital knowledge of the importance of numbers in everyday life.The students need to learn the components of these lessons to be successful at anything in life, as they are basic but important components. All of these lessons show the students how numbers surround them and that without numbers their world would not be the same at all. They constantly use numbers on a daily basis, right down to their phone number, address, age, size of clothes, and how tall they are. By providing the examples of this and then providing the opportunity for hands on activities to illustrate this importance, the students may be less likely to make the commen ts, â€Å"Why do I have to learn this? I will never use this! 7. The activities within the lesson plans could improve student achievement by providing the visual, hands on activities necessary for student understanding and growth. By allowing the students to participate in the activities and have fun, they will remember the concept being taught better because they have witnessed how important it is and have learned by the fun activities provided. The success of the students can be far greater when they are allowed to participate in hands on activities as opposed to simply being lectured on a particular concept. It is always easier to remember something when you had fun doing it.This principle is the same with lessons. The more opportunities for the students to do activities or games that pertain to the lesson, the better chance the students have to remember the concept being taught. This is only a success builder in academics. 8. Manipulatives were used in all of these lessons to s ome extent. The Problem-solving: Math, Episode 1 lesson plan could use a few more ideas for manipulative use. Where the students were asked to look around the classroom and find things that contained numbers, they could choose items from the classroom to total one to ten items.This could be done by counting out one book, two sheets of paper, three markers, four crayons, etc. Manipulatives may be changed or increased in any of the lesson plans, depending upon the teacher and how he/she chooses to provide them. The four lesson plans that were chosen and described all adhere to the standards set in place by the National Council of Teachers of Mathematics (NCTM). Each lesson plan had the NCTM link or listed standards included in the body of the lesson plans. These standards are important for teachers to be aware of and use when creating lesson plans for mathematic instruction.By having these standards set in place and using them, all of the students will have the same emphasis and impor tance put on number sense and operations, regardless of grade level or school. Reference Camelot Learning. (n. d. ). Camelot learning math intervention curriculum. Retrieved November 25, 2012 from http://www. camelotlearning. com/why-camelot/methodology. Discovery Education. (n. d. ). Problem-solving: Math, episode 1. Discovery education. Retrieved November 25, 2012 from http://www. discoveryeducation. com/teachers/free-lesson-plans/problem-solving-math-episode-1. cfmIlluminations. (2000-2012). Activity 3: Exploring the effect of operations on decimals. Illuminations. Retrieved November 24, 2012 from http://illuminations. nctm. org/LessonDetail. aspx? id=L252. Jackson, C. (n. d. ). I’ll halve s’more please!! National teacher training institute. Retrieved November 25, 2012 from http://www. thirteen. org/edonline/ntti/resources/lessons/m_half/index. html Young, K. (n. d. ). Life is full of problems. Retrieved November 25, 2012 from http://www. learningpt. org/pdfs/mscLes sonPlans/young. pdf ———————– National Council of Teachers Page 2

Comparison: O.J. Simpson and Tom Robinson Trials Essay

â€Å"All persons born or naturalized in the United States, and subject to the jurisdiction thereof, are citizens of the United States and of the State wherein they reside. No State shall make or enforce any law which shall abridge the privileges or immunities of citizens of the United States; nor shall any State deprive any person of life, liberty, or property, without due process of law; nor deny to any person within its jurisdiction the equal protection of the laws.† This was taken directly from the Bill of Rights (Amendment XIV section I), and it clearly states that nothing should make or enforce any law that dispossesses the immunity of the citizen on trial. In the trials of Tom Robinson and Orenthal James Simpson, this amendment seemingly may not have been considered. Every man should be treated equally, regardless of his race and social status, and in these two trials that statement was not being applied. The social and political climate of the town in both cases was a major factor in the result of Robinson and Simpson’s trials. In To Kill A Mockingbird, Tom Robinson was a man of innocence that was accused of rape, a crime he did not commit. Back in the 1930’s, white men were constantly trying to prove the â€Å"natural inferiority† of the African American race, condemning them as unreasonable. The jury was unable to look past race and praise the integrity of Tom and epitomize the opposite of prejudice. If Tom Robinson were a white man, the outcome of the trial would be entirely different. However, in 1994, times have shown to have changed from the extent of racism and prejudice from the early 1900’s. Now, money and popularity is power, despite the race of a person. OJ Simpson was an African American, who was ranked fairly high on the social scale. He was a well-known, NFL-all star with a great deal of money on his side. The jury were in favor of OJ Simpson’s innocence from the beginning because they felt that a man like himself could not a crime as extreme as the murder of two people. Thus, in both cases, the race and rank of the defendant detained a major position in the result of their trials. In both trials, the evidence appeared to be somewhat disregarded by the jury. In Tom’s trial, there was no medical verification that he took advantage and  raped Mayella Ewell. The jury could only base their guilty sentence of Tom on what was said by the Ewells in the courtroom. Back then, a white person’s word was automatically the truth when it was held up to the credibility of someone whom was black. At Simpson’s trial, the substantiation of murder was observed wrongfully. At the crime scene of Nicole Simpson and Ron Goldman, blood was found in OJ ‘s car, his socks, and a pair of his rubber gloves, upon many other things. For some reason, the jury looked past this evidence of guilt, and that is wrong. Although there are many similarities present between the two trials, there are also some differences. One difference is that there was a change of venue made in one case but not the other. It was deliberated in Tom’s trial but in the end it was determined that a change of venue would not be necessary due to the fact that any jury would find a black man guilty in any case. OJ ‘s case was moved to the downtown district instead of where the crime occurred to avoid racial imbalances and to accommodate the media crash in Los Angeles (trial was moved to Santa Monica). This also made it possible to change the jury, which also had a major effect on the result of OJ ‘s trial. The final verdicts of the two trials are not truthful. Both Tom and OJ were not treated equally as citizens of the United States. Instead, they were thought of as an evil and unreasonable black man and a NFL all star who would never commit a crime. Perhaps if the jury had realized that they were treating these two people unequally and unfairly the verdicts of these trials would be utterly different. These trials demonstrate how race, social status, and money have an effect on the current law system. All people are created equally, so they shall be treated equally in any matter

Marketing Research Essay Example | Topics and Well Written Essays - 1500 words - 2

Marketing Research - Essay Example Although considered as non basic consumption commodities, biscuits and cakes have a huge popularity in the United Kingdom as well as in other parts of the world. There are occasions that the two cannot miss in the menu and therefore they will continue to have a large market. On the other hand, the brand names for these products have also been growing with even more international players joining the fray. As a result, retail chains have to understand the dynamics of the two products to be able to take advantage of their fast moving nature. With competition in the supermarket chains, it is important that our organization specifically understand and implement the best approaches on the sales of the stated products. This report is therefore intended to assist management to make decisions concerning minor adjustments (tactical, short-term) and major changes (strategic, longer-term) to the current product mix. It will analyze the various issues that have majorly stood out on the popular br ands of cakes and biscuits in the United Kingdom. The consumers of the available products are also important for this analysis and therefore it is important that the report evaluate the various aspects of consumer market according to the valuable information in the sector. The time frame for this analysis shall be within the last five years. However, before the actual analysis of product mix, it is important to have a brief overview of the sector within the set time frame as discussed in the following section. Market Overview To begin, the biscuit segment in the country has witnessed a gradual growth in the recent years with a growth of 6% according to the year 2012 estimates (Companies and Markets 2013). One driver of consumption in this sector has been the use of biscuits as an accompaniment of hot drinks. On the other hand, biscuits have always benefited from the drop in the cake sector. This situation can be attributed to the costs and health factors that have dominated the conc erns of consumers in the contemporary society. Among the major brands in the United Kingdom market is marketed under United Biscuits (UK) ltd, which is a leader in the country for production of popular biscuits. Some of the brands include McVite’s digestive, Mini Cheddars, Jacobs and Hob nobs (Companies and Markets, 2013). As mentioned earlier, health issues and sustainability of the environment has been a great factor in the determination of the brand and product of choice by customers. In addition, the biscuits segment is categorized into seasonal, special treat and children biscuits. With children being some of the major market segments for biscuits, it is evident that the children biscuits has experienced and maintained a rapid growth. To the cake sector, the major categories are the individual and large cakes which may be in the form of pies and tarts. The individual cake category has been fast growing due to the cost issues and convenience factors associated with packag ing and brand image. With the economic turbulence of the recent years, consumers have remained conscious of the prices so that they are able to reduce their expenditure on products associated with junkies or referred to as snacks. However, cakes have been traditionally known for occasions like weddings and birthdays. As a result, customized cakes still afford to fetch a lot of money in the sector. In addition, due to health concerns, many producers are constantly changing their product composition for more healthy final products. Product Mix Analysis The product mix

Wal-Mart Marketing Case Study Example | Topics and Well Written Essays - 1500 words

Wal-Mart Marketing - Case Study Example By this time Wal-Mart became famous as discount store and people did not have the notion that it can target specific groups. In order to counter this image Wal-Mart decided to open new stores targeting new markets in a different way. Their strategy to target six main group of African-Americans, the affluent, empty-nesters, Hispanics, suburbanites and rural residents made headlines as their attempt to change their image. As apart of this strategy new shops were opened in localities like Chicago. The change in Wal-Mart's strategy came to fore front when they tried to target the affluent demographics in America. They opened their store in Plano, Texas in the locality where there were more upscale stores targeting this particular segment. They tried to change the outlook of their stores and the assortment of items on sale accordingly. Items like microbrew beer, expensive wines, and high-end electronics that were not typically found in a Wal-Mart store was placed in this outlet designed in a different way with wooden floors, wider aisles, a sushi bar & a coffee/sandwich shop. Affluents are better educated and less affected by adverse economic conditions and prefer stores that introducing new merchandise to keep customers coming back. Wal-Mart knew that they were not doing enough business with the more affluent customers. It is not easy to gain social acceptance by the Wal-Mart where others have spent years and years of brand building efforts. The success for Wa-Mart in this par ticular demographic is not coming so easily as it is hard move from low-end to high-end. Targeting African Americans: Black or African Americans have their own peculiarities and tastes and require special attention as they are a sizable group among Americans. When Wal-Mart opens an outlet in areas where they are densely populated they have to focus their efforts on the needs and wants of this population. The shop that opened in Chicago is the link in this regard. The shop has exclusive offerings for the men and women belonging to this community. "When Wal-Mart Stores Inc. recently opened a new store here with a heavily African-American clientele, it stocked the men's apparel section with an exclusive line of clothes featuring baggy jeans and trendy sports jackets, made the department 30% larger than at typical stores and moved it to the front corner" (Zimmerman A1). Their strategy in targeting this particular segment is better than the other segments it is targeting. They have made available items of exclusive interest and have also given some focus on image building and community participation. For example, Wal-Mart has been celebrating Black History Month to relate to its African American market by hosting host a series of in-store events and activities. These kinds of efforts help making inroads in news segments of the market without which gelling in is not possible and giants like Wal-Mart will also face difficulties in surviving. Hispanics Hispanics or Latinos as they are commonly called are one of the fastest growing ethnic groups in the United States of America. "Roughly one in seven Americans is Hispanic. Hispanics constitute the largest minority group in the United States. As of July 1, 2004, Hispanics accounted for 14.1 % of the population, around 41.3 million people" ('Hispanic', Demographics section). Even though this group has assimilated in the mainstream, yet they have their peculiar culture, different

Business ethics and social responsibility Assignment

Business ethics and social responsibility - Assignment Example This report will deal with the business ethics and social responsibility within Jameson Company. Jameston Company is a company that manufactures and sells drugs. It majors on selling drugs used to cure a range of disorders. These disorders include depressions, erectile dysfunctions and other deficit disorders. This company claims to value business ethics and social responsibility. This is not the case because there are many ethical issues that have risen in this company since it was established in 1957. Some of the business ethical issues include health and safety issue, gender discrimination issue, sexual harassment and marketing issues. This report will emphasize on this business ethical this issue issues in the Jameston Company and the possible solutions to these problems. Ethical issues 1. Health and safety issue There are many ethical issues that have risen in Jameston Company. These issues are caused by the individuals who are working on this company. One of the issues is the h ealth and safety issue. This appears to be a very dangerous issue and must be looked at seriously. This issue is caused by the senior management level who neglects the dangers of the antidepressant drug, â€Å"Trizon†, which is marketed by the company. This drug has been considered as the safest drug to be used as an antidepressant. Is has been believed as the best drug for depression. There are hidden facts about this drug. There are many researches that have conducted on this drug and the results show that, it is very dangerous to human health. The research h shows that Trizon increases the cases of suicide attempts on the patients who use it. This drug has been known to cause a lot of problems to both patients that use them and their surrounding environment. The company knows the dangers of this drug but they still market it. This issue can be ethical to the company since they want to market the product but are unethical to the other parties that are affected by the produc t (Painter-Morland & Werhane, 2008). Jameston Company’s supervisor, Mr. Stanton, is aware of the health and safety issues that the Trizon poses to the users. Dr. Sara Doyle tells him about the results from the research that was conducted. She tells him about the dangers of the drugs on the users but his only concern is the existence of the company. He wants the company to continue making profits by selling Trizon. Dr. Sara is aware of the risks and she wants the risks to be avoided. On the other hand, Mr. Stanton neglects the dangers of the drugs because he wants the company to exist. Mr. Stanton actions are wrong. This is because, every drug that is produced should be able support the lives of the users. It should not harm their health. Initially, the drug is believed to treat depression. The expectations that people have on Trizon is to treat depression and other disorders. The outcome is unexpected. The drug has led to increased suicide attempts by the users. Mr. Stanton i s aware of these dangers but he is concerned with company existence and profits. He is concerned with the business needs only. Mr. Stanton’s decision is unethical on one hand and ethical on the other hand. His decision can be considered unethical based on the normative theory of utilitarianism. This theory states that, an action is right if it causes less pain on the people being acted upon (Moon, 2001). Therefore, Mr. Stanton’

I Search for the American Dream Speech or Presentation

I Search for the American Dream - Speech or Presentation Example As the paper highlights  there are many theories and statistics connected to this topic, some he is familiar with and most the reporter is not.   What he does know is that in the course of his life he does want to attain a reasonable amount of success. The reporter's main interest for   his life is Interior Design, but no business can succeed without the correct mindset. Ethics like hard work, discipline and the belief that race and religion aren’t a factor in all that is necessary to become successful in what is considered to be one of the most prosperous countries in the world, this is the American Dream.   It is a dream that requires blind faith in the American government, a trust in the virtues of others, and faith in one’s self.   It is also a dream that whether one wants to believe it or not, most people adopt.  This speech stresses that  the ideals this dream expects people to adhere to are based on a mythological America.   The question the repor ter poses in this research paper is whether or not actual success, in America, is based mostly on a blind and devout belief in the ideals of the American Dream, or if this dream is just another tools used by those in power to impede the success of other’s and maintain their own personal wealth?  How successful are most of those who promote the ideals embodied by the American Dream?  It is Harlon L. Dalton’s belief that Horatio Alger’s writings, during the mid to late 1800’s, promoted a destructive myth that overlooked the realities of society.  ... Article 1 It is Harlon L. Dalton's belief that Horatio Alger's writings, during the mid to late 1800's, promoted a destructive myth that overlooked the realities of society. Dalton specifically targets Alger's story Ragged Dick, about a young man who devoutly works his way up the American corporate ladder slowly succeeding based on his merit. Dalton feels the myth implied by this is that the American dream is accessible to all those who are willing to work for it. Alger has been a highly acclaimed writer in American culture, and the popularity of his work partly suggests that most Americans have an inherent belief in this myth. If this mindset is a part of the mental tapestry of America, and it is as destructive as Dalton claims it to be, it would mean that American's are inherently delusional. One might argue that this is only the problem of the minorities in this country, but Dalton protests that part of the want for most Americans to believe in this myth is fueled by a white discomfort with addressing the reality of a racial problem in America. He identifies this when he says, By interring the myth of Horatio Alger, or at least forcing it to coexist with social reality, we can accomplish two important goals. First, we can give the lie to the idea that Black people can simply lift themselves up by their own bootstraps. With that pesky idea out of the way it is easier to see why White folk need to take joint ownership of the nation's race problem (Dalton) This idea of dual ownership for racial injustice is a concept Dalton feels most whites avoid and is a concept we see on many occasions being played out by the media in daily society. There are many real life examples of the destructive nature of

Analysis of Hamlet Research Paper Example | Topics and Well Written Essays - 750 words

Analysis of Hamlet - Research Paper Example The characters in the story experience a loss and due to this burden of loss, the characters behave in ways they might not have behaved without the occurrence of loss (Rogers 164). The writings inform the audience that these characters are ready to choose any path to obtain vengeance and the creed for vengeance stops them from thinking in a rationale manner and this negatively impacts the moral standings of these characters (Krader 280). For example: when Claudius asked Laertes whether he will only talk about taking revenge or will he actually take revenge, in response Laertes states that he aims at chopping of the throat of his enemy and he wants to conduct that action inside the church. This incident clearly represents the fact that Laertes is very much passionate about seeking revenge that he already has a plan in mind for how to kill and where to kill his enemy. Laertes is so passionate that he is not able to learn the real reason why Claudius is pumping him to take revenge. The main reason due to which Claudius is pumping Laertes to seek revenge is Claudius’ personal interest and not because Hamlet has taken the life of the father of Laertes. This even shows that when an individual is dedicated towards seeking revenge, he fails to take rationale decisions and decisions under the light of ethics and morality. The story even informs the readers that once characters and individuals decide to seek revenge, they continue to destroy the path of ethical and moral behavior. For example: In the literature, Hamlet clearly shows that once the announcement and the decision of seeking revenge are taken, the desire to conduct the act increases. For example: In Act 2, Scene 2 of Hamlet, Hamlet promises on his father’s dead soul that he wants to murder Claudius to attain revenge and he is being pumped by revenge to conduct this act as soon as possible (Shakespeare, 2008). The text even reveals that Hamlet is conducting changes to his mentality for the sake o f attaining revenge; this even reflects the determination within Hamlet to seek revenge. The literature even shows that the desire to attain revenge has diverted him from his ability to think in a moral manner and the literature even reveals that the desire to seek revenge is caused due to ones pride (Anderson 41). The literature even informs its reader that pride is the front seat driver of the behavior to seek revenge and those individuals who are proud are strongly motivated to seek vengeance. The text states that pride precedes moral reasoning and incentives attained from seeking revenge are far greater than the benefits that might be attained through moral reasoning and moral behavior. The text even shows that individuals give greater importance to honor rather than moral reasoning while taking any action. For example: the text states that Fortinbras has to seek revenge from Hamlet because Hamlet killed his father and took over his father’s property and in order to regai n the honor of the family and the property, he has to murder Hamlet and take back the property from Hamlet. Throughout the text one point is clear; the point is that when a loved one is murdered, revenge is obligatory. The text even informs its audience that the feeling of loss is countered through revenge and when individuals have

Language Investigation, Language Production, Commentary Coursework

Language Investigation, Language Production, Commentary - Coursework Example The first text by Thompson exhibits strong characteristics of grammatical as well as lexical cohesion. The grammatical cohesion is based on the structure of the text that is presented in prose form with well-developed paragraphs. The paragraphs build on each other with well-constructed thoughts completing the lexical cohesion of the text. The opening paragraph tackles the issue of texting amongst teenagers and the views of different people, which builds to the second paragraph describing the views of a scientist. This format develops throughout the article with one thought building to the next. The second article by Niemer offers an excellent base for linguistic scrutiny owing to the cohesion and general arrangement of the article. The article is aimed at expounding on the positive and negative features associated with social media and this is broken down into different subtitles covering different aspects of the topic. The subtitles are arranged systematically advancing the views of the author supported by previous research work. The author approaches different aspects of the topic through research questions that have determined answers. The points indicate different views on the positive and negative attribute of social media. The use of phonology is emphasized by the short and precise sentence structure adhered to in the text. McCann’s article has little structure visible from the general outlook as it is divided into large paragraphs divided to support differing aspects of the debate.

How should the set be constructed and designed in order to reflect Research Paper

How should the set be constructed and designed in order to reflect traditional Expressionist Theatre in a production of The Silver Tassie by Sean OCassey - Research Paper Example This thus makes second language acquisition difficult and slow. But a scientific factor as to why children learn second languages easier and quicker than adults is that children’s brains are flexible until they reach their teenage years in a process known as lateralization. Here the brain loses its flexibility by assigning specific roles to each side of the brain making learning hard and slow (VanPatten et al, 2004). This is also true in the learning of subjects as children catch up quickly and memorize unlike adults. This essay is going to review recent research findings related to how age affects the second language acquisition process mostly for English language learners that are new comers into the US. The language acquisition process is process where language is observed, grasped and produced by a child, which is the first language (Clark, 2001). The same process is used in the second language acquisition. The second language acquisition process has steps that it follows to learn. That is the child must learn the word, retain them, recall them and apply them constantly to be perfect (Birdsong, 2006). This steps cannot happen on their own since the child needs to first learn the language and this the child does by following some set of steps. These steps include Imitation, repetition, memorization, drilling and reinforcement. When a child is at this stage reinforcement is very productive and rewarding the child when they make good sentences or the correct words will enhance quick learning process of language acquisition. When this achieved it means that the child can now talk. The acquisition of the second language now comes into play and a theory is that a child’s learning of the first language is an insight to his learning the second language. This term was developed by a philosopher Noam Chomsky and it is abbreviated as UG. Chomsky in his theory suggests that human beings in general do not have to be taught language to acquire it but rather

Postmodern Philosophy Essay Example for Free

Postmodern Philosophy Essay Postmodern philosophy is a means through which people’s ways of reasoning are evaluated and analyzed. It seeks to explain why everyone has a different opinion towards things that they come across or face in life. A current post modern belief is that a correct description of reality is impossible and in order to enable others to understand the way you perceive or prefer certain things, you need to interpret them. Post modern philosophy can be reflected in the way we live our lives and at our places of work. An example in my own life is the way I would convince people about how something is good so that even if they are not interested, eventually they would give in and in the end I w will be happy. And according to (Weis, 2003 P. 161) this is Persuasion through self interest which is created by developing a trust since I have the best interests of the other person at heart. I may tell a friend that we should take a certain class during that semester because I know he/she is focused and would make a good study partner even though that class does not really interest him/her. This does not mean I do not want him/her to focus on what interests them I know we will be helping each other out and maybe next time they will be the ones convincing me. In an organization, it can be seen when a company wants to become a better competitor as said by (Kotter,1996) that in order to be successful now and in the future, we need to empower others to act and create wins while consolidating gains. In order to promote team work at the office, a company may decide that in its’ engagement in social corporate responsibilities it will take it’s staff to work at the remote parts of the country where the is a school for the orphans and they will have to forego things like internet, family time and nice joints to hung out. In such a situation, the workmates will have to work together to help the children, listen to different opinions all this to enhance their bonding which is vital in their work ; This is what (Ritti Levy, 2002) call creating positive outcomes through negative reinforcement. References Kotter J. P. (1996). Leading Change. Published by Harvard Business Press Ritti R. R. Levy. S. (2002)The Ropes to Skip and the Ropes to Know: Studies in Organizational Behavior. Published by Wiley Weiss. A. (2003) Organizational Consulting: How to be an Effective Internal Change Agent. John Wiley and Sons

The Frankenstein & novel Essay Example for Free

The Frankenstein novel Essay The novel became the most famous work of Mary Shelley and since it was published, its popularity in the scholarly and lay audiences has been increasing among readers. This can be attributed to Mary Shelley’s ability to keep the story interesting through the narration of the story by Victor Frankenstein and the use of science fiction and horror in the story. This paper will explore how these elements/themes have been used in the novel to keep the story interesting and intriguing. Discussion The fact that the author uses Victor Frankenstein who is the victim of the monster’s horrific actions makes the story very interesting and easy for the reader to follow the events that unfold in the story. Shelley allows Victor Frankenstein to narrate his personal life experience in the novel and how his interest and obsession in science turned tragic when he became the target of horrific actions of the monster he created. In the beginning of the story, the novel explains how Frankenstein ended up in a ship that was being used by an English explorer Robert Walton. Walton’s ship became a refuge for Frankenstein who was ill. Though Frankenstein was in a poor health condition when he was taken into Walton’s ship, he was able to recover and narrate his personal life story and experience with the monster he had created. This element allows the readers to understand how and why the events that are described in the story occurred. The narration brings out the emotions and feelings of the characters that were triggered by the events that unfold in the story . For example, the anger, sadness, pain, disappointment and fear felt by the characters are well expressed. Furthermore, the narration enables the readers to have a clear understanding of the feelings and the emotions felt by Frankenstein throughout the story. Victor Frankenstein tells Robert Walton about his place of birth, family, education and his interest in natural philosophy and sciences which resulted to his obsession and discovery of how he could bestow life in a lifeless matter. In addition, Frankenstein’s narration of how his life changed after the creation of the monster allows the reader to understand his desperation, hopelessness and anger . For example, he narrates how the monster kills his family members and the execution of a family friend who was accused of killing Frankenstein’s brother. Hopelessness in this case emanated from the fact that he could not save the life of his friend . His heart was tortured his heart hence he left to wander in the Alpine valleys. The suffering that the monster caused to Frankenstein’s family members and friends is well explained in the story. Frankestein’s narration about the suffering that his family was going through as a result of the monstrous acts of the creature that he created is a clear indication of how the close relation between Frankenstein and victims of the acts affected the tragic events and horrific events that befell them. For instance, his father’s health was greatly affected by what was happening to the family members and friends. He was greatly affected by the deaths of Justine and William. Elizabeth who later married Frankenstein on the other hand became very sad. She failed to take delight in her ordinary occupation and was in tears. Her happiness vanished and the sorrow created by the horrific deeds of the monster removed her dearest smiles from the face. According to Frankestein,Elizabeth could no longer see the world as it was because of the miserable death of Justine Moritz whom she was convinced was innocent. Frankestein points out that he listened to Elizabeth’s opinion about what was happening with great agony. He considered Elizabeth to be a gift of fortune and was worried that the monster could take her away from him. When the monster eventually killed Elizabeth, Frankinstien was devastated. And through the story explains how he chose to deal with despair and sought relief through change of place as well as bodily exercise. For example, he explains how he sought to forget himself and the sorrow he felt by visiting the Alpine and the valley of Chamounix. His feelings due to the interaction with nature brings out his desire to go back to old world where there was no sorrow and despair. Another element that maintains the interest of the reader in the story is the incorporation of science fiction. The novel Frankenstein marked the pioneer work of science fiction (Stableford, pg. 48). At a time when Shelley wrote the story, industrial revolution was being witnessed in Europe. This novel introduced science fiction in literature, an element that was not common in many literature sources. The story introduces science fiction when a monster is created from lifeless matter. The novel provides an account of how â€Å"monstrousness† can arise and Victor Frankenstein in the novel is portrayed as an archetypal man who is destroyed by his own creation (Stableford, pg. 46). Shelley as a writer wrote according to gothic fiction hence her employment of the concept of science and the theme of science versus nature was not popular. For some readers, they consider the novel to be a lesson to the modern world how a scientist can be punished for trying to interfere with the divine prerogative of creation. Furthermore, the merging of the art of fiction and the academic study of science gave Shelley’s story of Frankenstein interesting to many readers. The emotional reaction of the readers to the creation of the monster gives the novel some permanence while the emotional investment in the characters by the writer makes this science fiction book a novel rather than a speculative essay on what can happen in future. This makes it interesting for the readers. Over the years, the novel has inspired other writers publish science fiction work. For instance, the novel explains how Victor Frankenstein was able to give life to lifeless body parts he collected from slaughterhouses, graveyards and dissecting rooms. The coming into life of the creature which is referred to as â€Å"monster† in the novel turns Frankenstein’s life into a nightmare. The monster manages to kill his family members and Elizabeth whom Frankenstein had married. There is no doubt that the incorporation of science fiction in the Frankenstein arouses the interest of the writer in science, a concept that has become popular in contemporary literature and film industry. To Frankenstein, creating the monster had been his desire and dream that turned tragic. Science fiction provides literature and film makers to become creative and arouses the interest of the readers in science-related issues. The story makes clear the consequences of science-related innovations and in this case, the consequences of bringing into life a new creature by Frankenstien. In Frankenstien,the process of creating a monster by the scientist began when his interest and obsession with human nature had him embark on a mission with the sole purpose of giving life to an lifeless body. This deprived him good health conditions and adequate time for good rest. However,Frankestein failed to celebrate the success of his creation because not long after he gave life to the creature, the beauty of his dream vanished and only disgust and breathless horror filled his heart(Shelley,pg. 69). Frankenstein asserts that he had created a miserable monster. This had him experience great bitterness, disappointment and horror. Despite his obsession and interests to provide life to a lifeless creature, Frankestein came to admit and realize that the creation of a monster was a misfortune. As a result of his discontent with the creation of a new monster, Frankestein suffered from a nervous fever. The fever had him confined for several months. Henry became his only nurse and throughout the period of his illness, the form of the creature that Frankenstein had given life was always before his eyes and mind. Frankenstein lacked happiness and his life was filled with sadness after he created the monster . The impact of Frankenstein’s actions and desires had grave consequences in his life and the lives of the loved ones. For example, after Justine was convicted for a murder that was committed by the monster, Frankenstein was filled with remorse and despair. Although he had began his life with benevolent intentions and looked forward to the moment when he would successfully put his intentions into practice and become useful to the other human beings, he was convinced that he had committed deeds of mischief and an error after he managed to create the monster. Unfortunately, rather than bring him self satisfaction, the creation of a monster brought him hopelessness, fear and remorse for all the horrific deeds it got involved in. The creation of a monster in the novel and the need to learn more about the creature makes the story interesting for the readers. For example, the desire to know the consequences of the actions of the monster on Victor Frankenstein and his family increases one’s interest in the book. Whenever Frankenstein thought about the monster and its revenge against him, he gnashed his teeth and his eyes would become inflamed. He wished that he could extinguish that life he had bestowed on the creature. Because of the malice and crimes, Frankenstein developed anger and hatred towards the monster and the desire to revenge the monster’s crimes. He wished he could see the monster in order to avenge the deaths of Justine and William and because he became remorseful of unalterable evils of the creature, he feared that the monster he had created could perpetrate new wickedness in the society. It is a lesson to the readers on how scientific innovation and development can have detrimental effects of the lives of many people. Horror in the novel story Frankenstein is created by the presence of a monster that is on a revenge mission. The horror is connected to the theme of science fiction because horrific acts are perpetrated by the monster that was created by Frankenstein. Frankenstein’s interest in electricity, natural philosophy, mathematics and chemistry resulted to an obsession and fascination with the principle of life and human frame. Fanatical studying assisted him to bestow life on lifeless matter to create a monster. Rejection by its creator, Victor Frankenstein together with the society angered the monster who went on a revenge mission by killing family members and close friends of Frankenstein. The monster killed a family member, had a close wrongfully executed and murdered Elizabeth who was the woman that Frankenstein loved . The revenge mission of the monster becomes a horrifying experience for the Frankenstein and his family. The interest of many readers emanates from the fact that Frankenstein creates introduces a monsters who is created by the man’s attempts to integrate nature into his untamed desire to create as well as to application of knowledge. Some readers and scholars assert that this story can be considered to be a modern myth that applies science to create the ‘monster†. The prolific fictional and scientific research of Victor Frankenstein resulted to the creation of a monster which made life difficult for him. The story explains the horrifying deeds of this monster which contributed to the ill health of Frankenstein. From the beginning, Frankenstein’s view of his creation brings out the horror aspect. He regrets instantly of his work when he brings the creature into life. His disappointment is expressed in â€Å"I had worked hard for nearly two years, for the sole purpose of infusing life into an inanimate body, but now that I had finished, the beauty of the dream vanished (Shelley, pg. 56). The creature is described as horrifying and full of rage because of being abandoned by its creator. Mary Shelley’s story brings out intrigue, creativity and imagination which make clear the horror that the story creates. Tension and horror in this story maintains the interest of the reader when the monster that is created using gothic motive is subjected to the earthly life styles. The horrific actions of the monster resulted to numerous misfortunes for Frankenstein’s family and friends. After creating the monster, Frankenstein experiences great fear, regret and develops hatred for his deeds and actions. For example, the suffering that the creation of the monster caused Justine who was convicted and executed for a murder she did not commit is expressed in chapter eight of the novel. Frankestein states that he was in despair when Justine was suffering for the consequences of a creature that he had created. He says that he was torn by remorse, horror and despair as he witnessed the people whom he loved mourn for the deaths of Justine and William. It was the thirst of a man for knowledge that resulted to the monstrous creation that defied both natural order and nature. The description of the night when Frankenstein created the monster symbolizes horror. For example, the night Frankenstein gave life to the monster is described as â€Å"the dreary night of November† (Shelley, pg. 42). The events that are described in the whole story bring out the element of horror. To begin with, Victor Frankenstein confirms that he was horrified after looking at the monster he had created and this made him flee from his laboratory to abandon the creature. This creature had a horrifying appearance that made the society reject its efforts to become part of the society. Frankenstein describes and expresses how horrified he became after creating the monster â€Å"unable to endure the aspect of the being I had created, I rushed out of the room and continued for a long time traversing my bed chamber, unable to compose my mend to sleep. Furthermore,he expresses his conviction that the creature he had created had the power to effect purposes of horror as indicated in the statement â€Å"I considered the being who I have cast among mankind and endowed with the will and power to effect purposes of horror(Shelley,pg. 92). The monster managed to learn language and become a civilized person. The fact that the monster had been considered by the society members to have murderous intentions increased its anger towards Victor Frankenstein who had not only created him but also abandoned him. This triggered monstrous actions of the creature which sought revenge against its creator and marked the beginning of a cycle of destruction whereby both the monster and Frankenstein pursued each other and hatred between the two continued to grow (Mellor, pg. 73). Conclusion The Frankestein, written by Mary Shelley is one of the most famous novels written by the author. As a result, the book has succeeded in attracting many readers to read the book. There are various key elements/themes in the book that have made the book very popular for both scholarly and lay audiences . These elements include the narration of the story by Victor Frankenstein who became the victim of the monsters’ revenge actions, the horrifying experiences expressed in the book and the use of science fiction. Some readers have asserted that contemporary issues in the novel themes include the moral implications of scientific discovery and one’s personal zeal for success can have detrimental impact on others. Works Cited Knoepflmacher, U. C. and Levine, George. The Endurance of Frankenstein: Essays on Mary Shelleys Novel. Berkeley: University of California Press, 1979 Mellor, Anne. Mary Shelley; Her Life, Her Fiction, Her Monsters. Routledge, 1989 Shelley, Mary. Frankestein. Collector’s Library, 2004 Stableford, Brian. Frankenstein and the Origins of Science Fiction. Anticipations: Essays on Early Science Fiction and Its Precursors. Ed. David Seed. Syracuse: Syracuse University Press, 1995

Gastric Acid Resistant Capsules Are Enteric Biology Essay

Gastric Acid Resistant Capsules Are Enteric Biology Essay Generally, the active pharmaceutical ingredients are delivered using two-piece capsules, which are filled with the drug, capsulated and taken orally. These capsules are made with materials like gelatin, hypromellose etc. The capsules release the encapsulated drug in the stomach by dissolving in gastronomical juices. However, some of the drugs affects the metabolism of gastric juices and are irritants. In these kinds of drugs, post gastric delivery is expected being intact in the stomach. In order to achieve these several investigation lead to development of acid resistant capsules called enteric capsules. Enteric Capsules: The capsules which are designed for intestinal delivery by being intact in the stomach are called as enteric capsules and this property is called enteric property. To achieve the intestinal delivery the capsule must be strong enough to resist the acidic environment in the stomach. Apart from the reason that the capsules may effect the gastronomical metabolism, some drugs require past gastronomical delivery to treat some local diseases like ulcerative collitas, irritable bowel syndrome (Crotty and Jewel, 1992) and to absorb polypeptides in the intestine (Davis, 1990). The endogenous enzymes are less in the colon and the transit time is long which will favor the absorption of polypeptides (Davis, 1992). The capsule dissolution time cannot be determined exactly in the capsules which are released in the stomach as the residence time is highly irregular and depends on the several factors like the size of the fabricated capsule, fed or fasted state of the stomach etc (Wildey et al., 1992b). If the colon is the desirable and perfect place for absorption of therapeutic polypeptides, which are orally consumed then there is a compulsory for enteric capsules which can target the colon release and can withstand the acidic gastronomical juices and state of gastronomical duct (Hardy et al., 1987, Van Den Mooter et al., 1992, Rubin stein et al., 1992, Lloyd et al., 1994). For several decades these enteric properties are delivered to the capsules mainly by coating the hard gelatin capsules using acid resistant chemicals such as anionic polumethacryalates (copolymerasite of methacrylic acid and tither methul methacrylate or ethyly acrylate (Eudragit), cellulose based polymers such as cellulose acetate phthalate (Aquateric) or polyvinyl derivatives such as polyvinyl acetate phthalate (Coateric) ( Ewart T. Cole et al., 2001), hydroxyl propyl methyl cellulose phthalate, sodium alginate stearic acid etc. These acidic polymers have very low permeability in their unionized state in low pH environments and when they reach high pH environments they ionize and resulting in increase of the permeability. As a result, the capsule erodes and releases the underlying drug. These kind pH variations can be seen in the stomach and intestine respectively. These enteric coatings showed a great advantage that it is independent of the encapsulated material. This advantage re sulted in the decrease in the extent of research to develop a formulation, which is enteric by nature itself irrespective of any enteric coating applied. Gelatin is the major polymer base for manufacturing capsules for many years. These enteric coatings are applied on the surface of these gelatin capsules. However, due to several considerations alternative materials like hypromellose are opted in some specific cases. Hypromellose has several advantages when compared to gelatin capsules regarding their response towards organic coatings, aqueous coatings, storage, structure etc. Hypromellose capsules over gelatin capsules: Gelatin and Hypromellose are used to fabricate capsules, which can dissolve in the gastric juices of the stomach and release the encapsulated material. Inorder to incorporate the enteric properties to these gelatin and hypromellose capsules different coating technologies are invented and acid resistant polymers are coated. From several years enteric coated hypromellose capsules are of very high importance in dietary supplement industry. Hypromellose is a vegetarian supplement to the gelatin capsules (Ogura et al., 1998). Hypromellose proved their efficiency when compared to that gelatin capsules when regulatory, manufacturing, religious and dietary issues are considered. Previous studies proved that the hypromellose is more capable in case of polymer adhesion. Gelatin capsules when coated with organic polymers they are very sensitive and embrittlement of the shell material is resulted (Murthy et al., 1986). The gelatin surface is very soft and adhesion of the coating material require some friction on the surface of the of the capsule body which is which is less in case of soft gelatin capsules. So enteric properties of these gelatin capsules are not up to the mark (Thoma and Bechtold, 1992). Secondary techniques like application of pre coat are required to coat these soft gelatin capsules. The interactions between the organic polymer and gelatin surface are controlled by applying a pre coat on the surface of the capsule. However, application of precoat is highly time consuming and costly process. Considering the ecological impact of organic coatings, aqueous coatings are preferred (Cunningham and FEgely, 2001; Wheatly et al., 1997).. These aqueous coatings make the gelatin capsules more sensitive because of aqueous solubility of gelatin. Hence the processing time is very long for aqueous coating of the gelatin capsules resulting in high fabrication costs. Hypromellose are advantageous in case of aqueous coatings when compared to gelatin capsules. For hypromello se capsule sealing of body and cap is required prior to coating to restrict the leakage of the encapsulated material through the merging part of the body and cap of the capsule. This sealing can be done manually using gelatin solution (Felton et al., 2002). Liquid encapsulation micro spraying technique can also be used for sealing the capsule. Considering the advantages and disadvantages of gelatin and hypromellose capsules, hypromellose can be effective to deliver enteric properties to the capsules. Development of formulations using hypromellose as the base polymer and enhancing with other acid resistant materials can yield better results. Enteric hypromellose capsules: The technology of enteric coating has undergone through several fundamental improvement in recent years due to their potential advantages and ease. Several promising technologies like sugar coating technique, film coating process using organic and aqueous solvents are designed. The process of application of enteric coating has several steps which involve lot of labor and time ultimately effecting the economics of fabrication. Apart from the coating process proper attention should be taken such that the coating materials is capable enough to adhere and coalesce on the substrate. The coating material must be able to loose moisture immediately so that the core penetration and dissolved coating material can be minimized (Els Mehuys et al.,2004). Aqueous coating cannot be applied to ingredients which are active towards moisture (Mehta, 1996). The coating techniques are effected by several factors such as spraying rate, spraying temperature, pressure, volume and dimensions of the coating equipment (Els Mehuys et al., 2004). Lack of proper attention towards these control variables results in non-uniform coating layer and upscaling. Many other techniques are developed to overcome these disadvantages of the coating process and reduce the process time. Obara et al., 1999 developed a dry coating process. This process involves spraying of dry enteric powder on the capsule followed by curing and drying. Pearnchob and Bodmeir (2003) developed another dry coating process in which they used ethylcellulose as the enteric coating material. Holroyd (2004) developed another process called Phoqus Process in which an electric field is created to induce partial positive and negative charges to the capsule and enteric material, thus resulting in adhesion due to electrostatic attraction between the compounds. Though several innovations are m ade in the field of enteric coating all the process require supply of energy in the form heat or electricity is required. Even though several promising innovations are made to overcome the defects of the coating process, still these coating process proved to be disadvantageous in large scale production. The main impacts of coating process during large-scale production involve brittle capsules, environmental pollution, safety, cost of the process, process time etc. This will induce extra cost in fabrication of capsules when manufactured in a bulk scale. A formulation designed which has enteric properties inherent can solve the extra cost and time due to enteric coating of the gelatin or hypromellose capsules. The previous studies showed that hypromellose shows some inherent enteric properties. Thus by enhancing these properties by using acid insoluble compounds like sodium alginate in the formulation itself can exhibit enteric properties. So additional coating can be prevented by optimsing these kind of formulations. Enteric formulations using hypromellose as base polymer: Certain formulations using hypromellose as base polymer are designed in which the HPMC acts as bulk film forming material. A gelling agent is added to the formulation like gellan gum such that it performs gelation action and help hypromellose to develop a solid structure and hold its structure firmly during moulding of the capsules. An acid insoluble tertiary polysaccharide (sodium alginate) is added to the formulation to induce and enhance the enteric characteristics to the formulation. Some pharmaceutical excipients such as lubricating agents (polyethylene glycol) , chelating agent (EDTA) and tonicity agent (Sodium Chloride) are added to the formulation. By considering all the above stated materials following formulations are designed: FORMULATION HPMC % W/W GELLAN GUM % W/W SODIUM ALGINATE % W/W NACL % W/W EDTA % W/W PEG % W/W 1 19 0.1 0 0.1 0.1 5 2 18 0.2 1 0.2 0.1 5 3 17 0.2 2 0.2 0.1 5 4 15 0.2 5 0.2 0.1 5 5 15 0.2 7.5 0.2 0.1 5 Impact of formulation and process variables on the drug release: Formulation variables: Polymer Base: Hypromellose is used as the polymer base material. There are several grades of HPMC that are commercially available. Generally different kinds of hypromellose is due to variation in the content of hydroxypropyl and methyl groups present in HPMC. In the present case rapidly hydrating grade hypromellose is used. The viscosity of the hypromellose depends upon the composition of hdroxypropyl group and methyl group. Improperly hydrated results in dose dumping as the gastric fluids can easily penetrate into the capsule (Dow pharmaceutical ecipients, 1986). The viscosity of the polymer effects the mouldability of the formulated polymer base into capsule. Hypromellose also decides the mechanical characteristics of the capsules. Hypromellose layers with high viscosity have a greater capability to withstand the diffusion of gastric fluids into the encapsulated material thus help in extended release of the drug (Nellore et al., 1998). Higher viscosity hypromellose will reduce the swelling prope rties of the capsule thus resolve the capsule separation problem. Hypromellose (C32H60O19) Gelling agent: Gelling agent like gellan gum is used in this formulation. Gellan gum is of very high importance in pharmaceutical industry in producing oral dosage forms like gels and capsules (Kubo W, Miyazaki S et al., 2003). Gellan gum shows effect on the release of the drug so it is used for controlled or sustained release (Alhaique F et al., 1995). Hypromellose in the presence of a secondary polysaccharide like gellan gum have the capability to forma strong structure and retain the structure during mouliding of capsule. The compounds containing aldehyde groups can combine with gelling agent like gellan gum to form cross links making the capsule insoluble (Digenis GA et al., 1994). Gellan gum is categorized based on the proportions of polysaccharide, the percent of o-acetyl substitution of polysaccharide and protein content. Gellan gum with high acyl condition has to selected for this formulation because gellan gum with high acyl content is capable of formation of soft, elastic and non brittle gels. On the other hand gellan gums with low acyl forms brittle and non elastic gels (Kelco Biopolymers, Gellan Gum for Pharmaceutical Applications rev. 10/99, 2004.). Gellan gum induces temperature dependent gelation. This gelation is caused due to series of activities in the order of formation of double helical junction zones and then gellan gum aggregation of these segments resulting in formation of three-dimensional structures by complexation and hydrogen bonding. The structure of deacetylated Gellan Gum The variation of amount of gellan gum in the formulation effects the gelating nature of the polymer base. The hypromellose and gellan gum has a biphasic nature. The percentage of gellan gum will result in phase change. Stabilizing agent: Sodium alginate is used as the stabilizing agent in these formulations. Sodium alginate acts as the tertiary polysaccharide. Sodium alginate imparts its acid insoluble properties to the hypromellose formulation thus making it enteric. Sodium alginate also acts as gelling agent. The amount of sodium alginate effects the gelation and acid solubility properties of the capsule. Sodium alginate Addition of plasticizer: Addition of plasticizer to the formulation decreased the water absorbing nature of the capsule. The major obstacle is the capsule separation due to the swelling of the capsule by absorbing water. Poly ethylene glycol (PEG) is used as the plasticizer to decrease the water absorbing nature of the capsule. Excess of PEG resulted in formation of brittle capsules and also effects the dissolution properties of the capsule. Addition of lubricating agent: Lubricating agent is added inorder to facilitate the dipping process. Addition of lubricating agent like PEG helped in easy removal of the capsule from the dipping pin. In absence of lubricating agent the capsules deformed while inverting from the dipping pin resulting in irregular shaped capsules. Addition of swelling agent: Addition of swelling agent is done inorder to achieve differential swelling between cap and body of the capsule to prevent capsule separation. Swelling agents are added in such a manner that swelling of body of the capsule is more when compared to that of cap. This will result in tightening of the capsule and can restrict the capsule separation. Process variables: Capsule size: Capsule size has a major effect on the release rate. For different capsule sizes with same aspect ratio and constant volume, the release rate decreases with increase in size of the capsule. This is due to the change in the surface area. The diffusion pathways are longer in longer capsules when compared with that of smaller ones. So the drug release with respect to time is much larger in smaller capsules when compared to longer ones (Siepman et al., 1999b) Capsule shape: The surface area of a capsule depends on the shape of the capsule. The capsule which have high surface area for a constant volume has potential exposure to the acidic environment in the stomach and the drug release rate is high. Capsules with near spherical shape have less surface area compared to other shape (Rekhi et al., 1999) These kinds of capsules are recommended for controlled release characteristics. Variation in the aspect ratio of the capsules can effect the drug release. By varying the aspect ratio of the hypromellose capsule the drug relase can be modified (Siepman et al., 1999b). Moulding temperature: Viscosity of the polymer base changes with temperature. At higher temperatures, the viscosity of the polymer base is less, so when the dipping pin is dipped in the polymer base at higher temperatures the thickness of the polymer attached to the pin is less due to the lower viscosity. So by altering the moulding temperature the thickness of the capsule can be controlled. Capsule Thickness: The generally assumption is that the encapsulated material release is through the capsule wall. So a thicker wall can control the release and slow the drug release. Thicker wall can also withstand drastic acidic condition in the stomach. Apart from the dissolution rate, the capsule thickness also effects the structure of the capsule. Dissolution of the capsule highly depends on the thickness of the capsule. Capsule thickness effects the swelling properties and mechanical properties of the capsules like strength, puncture force etc. The capsule thickness is controlled during the moulding of the capsules by proper attention to viscosity and temperature of the hypromellose polymer base. The dipping can be dipped twice or thrice according to the target thickness if required. Mechanism of drug release in hypromellose and gelatin capsules: The solubility of gelatin and hypromellose capsules in aqueous media is different due to difference in their permeability characteristics. This has a great effect on disintegration and drug release mechanism in both the materials (Nagata, 2002). The drug delivery is due to absorbance of water and hydration of the capsules by which the capsules dissolve and release the encapsulated contents. Gelatin dissolves in the fluids at body temperature. Further decrease of temperature ( Comparative studies of dissolution of hypromellose and gelatin capsules revealed that the dissolution of HPMC is independent of temperature but gelatin dissolution is highly dependent on temperature of solution. The release characteristics of HPMC showed that the drug release takes three times the time required for the drug release from gelatin capsules (Chiwele et al., 2000). Hypromellose capsules results in extended release of the drugs. Dissolution is only effected by first breakage of the capsule and start of release of the drug. Once the drug starts to release, the release does not depend on the capsule material. The dissolution studies proved that the HPMC capsules have longer lag time (Honkanen et al., 2001). The first rupture in case of HPMC takes long time but once the rupture takes place, the capsule disperses uniformly through exposing the drug completely to dissolution media. Gelatin capsules splits near the ends and dissolution takes place through the ends of the capsule s for a long time (Podczeck and Jones, 2002). The dissolution characteristics of gelatin capsules are almost same for all the capsules as the sources for gelatin is almost same from all the providers. In case of HPMC, each provider has its own formulations patented and specific characteristics are delivered for their gelling systems. The diffusion of gases through HPMC capsules is more when compared to gelatin capsules. The gas diffusion occurs through the gap between body and cap of the capsule, the sealing between cap and body of the capsule is weak in HPMC capsules when compared to that of gelatin capsules.

Multilateralism and Small Developing States Essay -- The Political Eco

Multilateralism serves to be both a blessing and a curse, when placed amongst small island developing states in the global system. The statement without a shadow of a doubt stands true that multilateralism can simultaneously advance and undermine the interest of small island developing states in the global system. Small island developing states lack the power, wealth and influence to exert any political clout in the global political arena at the individual state level and as such, often times than none, their interest are overlooked and ignored. A we take a critical look at multilateralism, the very definition of the word according to (Keohane,1990;731) defined multilateralism as â€Å"the practice of coordinating national policies in groups of three or more states.† By this very definition, we can see the contradictions that lies within, when looking at this through a Caribbean lens. Multilateralism, where Caribbean states are involved in binding agreements, can be argued to be a contradiction on the basis of the contending international relations theories of Realism and Idealism. The first theoretical perspective to be undertaken will be the Realist perspective on states in the global political arena. The Stanford Encyclopedia of Philosophy states clearly that â€Å"Realism, also known as political realism, is a view of international politics that stresses its competitive and conflictual side. It is usually contrasted with idealism or liberalism, which tends to emphasize cooperation.(Baylis, Smith and Owens, 2011; 4) states that, â€Å" the main actors on the world stage are states, which are legally sovereign actors. Sovereignty means that there is no actor above the state that can compel it to act in specific ways,. Other acrors, such a... ... 61 (4): 853–876. †¢ Keohane and Joseph S. Nye, Power and. Interdependence: World Politics in Transition (Boston: Little, Brown, 1977) †¢ Keohane, Robert O. â€Å"Multilateralism: An Agenda for Research.† International Journal, 45 (Autumn 1990). †¢ McGinnis, John O. â€Å"The Political Economy of Global Multilateralism.† Chicago Journal of International Law, Fall2000, 6. †¢ Strange, Susan. (1997). â€Å"Territory, State, Authority and Economy: a new realist ontology of global political economy.† In The New Realism. Edited by Robert, W. Cox (New York: The United Nations University Press, pp 3-19). †¢ Spangler, Brad. "Integrative or Interest-Based Bargaining." Beyond Intractability. Eds. Guy Burgess and Heidi Burgess. Conflict Information Consortium, University of Colorado, Boulder. Posted: June 2003 .

Sling Blade Essay -- essays research papers

Sling Blade Film directed by and screen play by Billy Bob Thornton. Theme Sling Blade’s main theme is the redemption of Karl’s lost childhood. Karl Childer’s overly religious parents believed he was a punishment from God. They severely abused him, treated him like an animal, and forced him to live in a shed in solitude. Everyone in town picked on him and called him names. He was seen as a â€Å"retard† or slower than others. He had little to call his own. His only possessions were a Bible and several books on Christmas and carpentry. Karl was taught the Bible as a child, but it wasn’t really the Bible. The stories they told him were not in the Bible. His parents had made up their own stories and had led him astray on the rights and wrongs of life.   Ã‚  Ã‚  Ã‚  Ã‚  When Karl was 12 years old interrupted what he believed to be the raping of his mother. He took charge and killed the man with a â€Å"sling blade†. He than found out his mother had wanted it so he killed her too. When he killed his mother and her lover he thought he was doing the right thing. Karl believed that if you have to sacrifice to do the right thing than you should do it. Karl was locked away in a â€Å"nut house† for the next 25 years for rehabilitation and correction.   Ã‚  Ã‚  Ã‚  Ã‚  After Karl’s release he quickly made a new friend, Frank. The young boy accepted Karl with out question because he seemed to be more childlike than man. The two become soul mates. Karl related to Frank through his childlike manner as well as his parental setup. Frank’s mother was a widow dating an alcoholic, abusive man, Doyle. Karl saw himself in Frank and decided to watch over him. The parallelism between the two characters was shown throughout the movie. The love they shared will save them. The â€Å"boys† faced their troubles on a simple level. They avoided the complications of adult views and judgments.   Ã‚  Ã‚  Ã‚  Ã‚  Karl had read the Bible and believed he knew the difference between right and wrong, but was faced with the problem of protecting Frank from a painful future with Doyle. Karl knew that Doyle would manage to poison Frank’s life, or worse, just as Karl’s parents did to him. He tried to reconcile his own simple moral code with everything he had been taught about right and wrong, and must decide whether to stand by and watch, or step in to protect the child. He... ... of an abusive parent or significant other is it right to take their life to prevent danger of losing your life? I don’t understand why Linda stuck around. Doyle doesn’t provide anything for her family. All he does is endanger Frank mentally and physically. It shouldn’t have taken a â€Å"retard† to get rid of Doyle. She should have gotten rid of him in a calmer fashion. That way Karl would be a free man enjoying life on the outside with Frank. The scene that affected me the most emotionally was where Karl and the little boy tell each other â€Å"I love you† and than hugged their goodbyes. I was also touched by the way Karl protected Frank and Linda. He made sure they were safe before he killed Doyle.   Ã‚  Ã‚  Ã‚  Ã‚  I thought Sling Blade was written and filmed well. It did get slow in parts, but overall it kept my attention. I picked up on minute details that on a regular basis I wouldn’t have. This paper made me see the underlying aspects such as the music, lighting, and script. It made me pay attention to what the characters were saying and how they were relating. I now look at film in a new light. I don’t just watch the surface. I dig deeper and watch for everything.

virgin atlantic Essay -- essays research papers fc

THE AVIATION INDUSTRY The aviation industry of any nation acts as a contributor to its economic growth, helps in globalisation and creating an international image. It is the best in terms of the fastest, safest and convenient mode of travel. Even though it is an expensive one, it is expanding its markets across the middle-class who are ready to spent money on leisure trips. Thus it is truly stated that aviation forms a vital core infrastructure area without which a country economy is handicapped. The civil aviation industry of world has expanded its wings by letting in private organisations. Privatisation in the domestic and the international circuit can help in foreseeing the future of the aviation industry at a mark up rise, and gaining international recognition. It started eight years back with Open Sky Policy allowing charter flights to operate in domestic market. Today in the year 2000 we saw the code sharing agreement between Air India and Virgin Atlantic Airlines for the DEL- LON sector. During the last nine months there has been fare wars, value added services, alliances etc. Suddenly there seems some action in the Aviation Industry, where Virgin has acted as a lubricator. There are many other airlines, in bid of competition increasing their capacities or increase their flights for the same route. Introduction In the early 80s, when Virgin Atlantic was created, by Richard Branson was a go getting, sweater wearing entrepreneur and head of the successful Virgin Group, probably best known for Virgin Records. By the early 1980s, Virgin Records was one of the top six record companies in the world. Then, in 1984, Richard got a phone call out of the blue suggesting a jumbo jet passenger service between London and New York. Branson like the idea, much to the horror of his fellow directors who thought him crazy. Undeterred, Richard announced to the world that Virgin Atlantic Airways would begin operating†¦Ã¢â‚¬ ¦within three months! An aircraft was found, staff were hired, licences granted and, thanks in no small part to Richard's infectious enthusiasm, on 22 June 1984 an aircraft packed with friends and the media set off for Newark, New York - and a phenomenon was born! Since then, Virgin Atlantic has become the second largest long-haul international airline operating services out of London's Heathrow and Gatwick Airports to 21 destinations all over the world - ... ... quality and value for money has gained the loyalty of many passengers. Its services, which are exclusive to this airline, enhance the experience of people on board. What more could you ask from an airline which has built an excellent. All this and more has resulted in a tough competition with its competitors, but Virgin Atlantic faces competition as a motivating factor, which would help them to grow in the long term. Virgin Atlantic has opened up a destination for Richard Branson to offer him a platform to invest in other activities. As it is known that Virgin Company has diversified itself into other products in other parts of world. BIBLIOGRAPHY Lovelock, C., â€Å"Services Marketing†, Prentice Hall, 1991. Kotler.P, â€Å"Marketing Management†, Prentice Hall of India, 1999 Payne, A., â€Å"The Essence of Services Marketing†, Prentice Hall of India, 1996. Luck, Rubin, â€Å" Marketing Research†, Prentice Hall India, New Delhi, 1996. Bernhardt, Kinnear, â€Å"Cases in Marketing Management†, Butterworth Heinemann, 1997. WEBSITES www.virginatlantic.com www.airindia.com www.tourismindia.com MAGAZINES Business Standard Aviation. Business World. Todays Traveler- The Business and Leisure virgin atlantic Essay -- essays research papers fc THE AVIATION INDUSTRY The aviation industry of any nation acts as a contributor to its economic growth, helps in globalisation and creating an international image. It is the best in terms of the fastest, safest and convenient mode of travel. Even though it is an expensive one, it is expanding its markets across the middle-class who are ready to spent money on leisure trips. Thus it is truly stated that aviation forms a vital core infrastructure area without which a country economy is handicapped. The civil aviation industry of world has expanded its wings by letting in private organisations. Privatisation in the domestic and the international circuit can help in foreseeing the future of the aviation industry at a mark up rise, and gaining international recognition. It started eight years back with Open Sky Policy allowing charter flights to operate in domestic market. Today in the year 2000 we saw the code sharing agreement between Air India and Virgin Atlantic Airlines for the DEL- LON sector. During the last nine months there has been fare wars, value added services, alliances etc. Suddenly there seems some action in the Aviation Industry, where Virgin has acted as a lubricator. There are many other airlines, in bid of competition increasing their capacities or increase their flights for the same route. Introduction In the early 80s, when Virgin Atlantic was created, by Richard Branson was a go getting, sweater wearing entrepreneur and head of the successful Virgin Group, probably best known for Virgin Records. By the early 1980s, Virgin Records was one of the top six record companies in the world. Then, in 1984, Richard got a phone call out of the blue suggesting a jumbo jet passenger service between London and New York. Branson like the idea, much to the horror of his fellow directors who thought him crazy. Undeterred, Richard announced to the world that Virgin Atlantic Airways would begin operating†¦Ã¢â‚¬ ¦within three months! An aircraft was found, staff were hired, licences granted and, thanks in no small part to Richard's infectious enthusiasm, on 22 June 1984 an aircraft packed with friends and the media set off for Newark, New York - and a phenomenon was born! Since then, Virgin Atlantic has become the second largest long-haul international airline operating services out of London's Heathrow and Gatwick Airports to 21 destinations all over the world - ... ... quality and value for money has gained the loyalty of many passengers. Its services, which are exclusive to this airline, enhance the experience of people on board. What more could you ask from an airline which has built an excellent. All this and more has resulted in a tough competition with its competitors, but Virgin Atlantic faces competition as a motivating factor, which would help them to grow in the long term. Virgin Atlantic has opened up a destination for Richard Branson to offer him a platform to invest in other activities. As it is known that Virgin Company has diversified itself into other products in other parts of world. BIBLIOGRAPHY Lovelock, C., â€Å"Services Marketing†, Prentice Hall, 1991. Kotler.P, â€Å"Marketing Management†, Prentice Hall of India, 1999 Payne, A., â€Å"The Essence of Services Marketing†, Prentice Hall of India, 1996. Luck, Rubin, â€Å" Marketing Research†, Prentice Hall India, New Delhi, 1996. Bernhardt, Kinnear, â€Å"Cases in Marketing Management†, Butterworth Heinemann, 1997. WEBSITES www.virginatlantic.com www.airindia.com www.tourismindia.com MAGAZINES Business Standard Aviation. Business World. Todays Traveler- The Business and Leisure

The Marketing Mix Revisited: Towards The 21St Century Marketing Essay

Marketing Proposal Introduction   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Different businesses operate within a given market and aim at attracting more customers as well as making profits through higher sales. Furthermore, it is often the aim of any given company to ensure that it provides products that will increase its market share and make it competitive in the market (Khan, 97-107). Therefore, every business will formulate marketing strategies that will help it gain competitive advantage as well as make profits and have more customers for its products. When starting a business and one wants to enter in to a market with a new product, it is important to have a marketing strategy which addresses the marketing mix the company will apply as well as the business environment it will operate in (Khan, 97-107). The following proposal involves the details on the marketing strategy that the company will apply for the Organic Mint Chocolate Sugar Scrub. Business Environment   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Business environmental is made up of the internal and external factors which affect the operations of a business. In this case, the business environment for the Mint Chocolate product is suitable for the product. On political basis, the political en businesses environment has changed a lot over the years and it has opened up for business across the world (International Cocoa Foundation, n.p). There is political will for across many countries in terms of business policies which businesses can rely on. The issue of trade barriers have been addressed through trade treaties which allow businesses to expand in to other countries. Therefore, based on the business regulations and rules governing business registration, production of goods as well as the issue of taxes that will be paid, the environment is welcoming and hence there is a chance of development and growth (Khan, 97-107).   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   There is political stability which is suitable for the business hence growth will be experienced within the next 2 years. There have been a lot of technological developments which have helped businesses to expand (Khan, 97-107). Due to the increased technological development, the company will reach more customers through the use of social media as well as the internet for marketing. Furthermore, the cost of production will be lower hence the prices that will be charged for the product will be affordable hence there is a chance of attracting more customers (Constantinides, 407-438). The market for beauty products is quite huge as part of the microeconomic factors which will affect the business. Companies such as Barney’s opened up the market and from observations; there is a huge market across the world. Furthermore, the demand for the beauty products is also readily available although the company will face competition of which it pl ans to overcome through its marketing mix. The potential competitors   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   There are several competitors in the market which the company will need to face. Some of the potential competitors include BircyhBox, Sabon NYC, as well as ULTA:. The company will need to formulate a marketing strategy that will fight the competition and increase the profitability of the company (Constantinides, 407-438). However, it is to be noted the market for the organic chocolate beauty products has grown over the years. Therefore, despite the stiff competition, the company through its pricing strategy will be able to overcome the competition. Potential Business Partners   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   It is important for a business to engage business partners so that it can be able to realize the benefits of economies of scale that are available. In this case, the potential business partners of the company will be company such as Barney’s, Ricky’s NYC, and Urban Outfitters as the major retailers that can help the company prosper (Constantinides, 407-438). The relationships with these companies will be in terms of the distribution and the retailing of the product so that the company can be able to reach a large number of customers that visit these retail stores. Market trends   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Over the years, there has been great development in the market with customers embracing the use of beauty products. The market trends have inclined towards the increased use of beauty products hence the growth in the business. The consumers however have become more conscious about their health hence considering that this product is made of organic cocoa, it may be a challenge. However, due to the growth in the market, consumers are likely to embrace it since the pricing of the product will be affordable. Potential market segments   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The potential market segment that the company will be targeting with this product is the youths and young adults. The female youths enjoy products that are made of chocolate which hold some emotional attachment in terms of the love and building relationships and feeling confident. Furthermore, the female gender will form the largest share of the market that will be targeted as females are known to love beauty products than the males. Therefore, in this case, the targeted market segment will be made of female youths aged between the age of 15 to 29 years youths as well as some adults aged between 30 to 45 years, although the product will be available for the older generation too. Geographic Location   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Beauty products are used worldwide and therefore it is a matter of the company choosing which location it will concentrate its business. The US market seems to have grown a lot in terms of the market as well as the demand for the product. Therefore, since this is the initial business, the company will locate its business in the US, the city of New York. The city provides a wide market for the product in addition to the ease of distribution of the product to the customers. Therefore, the first business will be located in the US but as time goes by and with continued growth, the company hopes to expand its operations in to other countries such as England, and across Europe before it can expand to the African Continent. Marketing mix   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   It is important that a company should ensure that it has a marketing mix that meets the needs of the consumers as the primary aim is to capture the market and ensure the company has a higher market share (Khan, 97-107). The marketing mix of this company will include the product, the price of the product, the distribution as well as the promotion of the product. Product   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The company is planning to produce the Organic Mint Chocolate Sugar Scrub which will be made from organic cocoa among other ingredients (Constantinides, 407-438). The Mint Chocolate Sugar Scrub will be made in form of chocolate bars and packaged in paper packs unlike others that are packed in polythene packs. This is to help conserve the environment. Furthermore, this product will come in variety of colours but the flavour will remain to be mint flavour since no companies produce mint chocolate beauty products. Pricing   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The beauty products that are offered have been in the market for some time and hence there is need to ensure that the price for the Mint Chocolate Sugar Scrub is favourable for the customers. The aim of the company is to attract customers hence the price will be lower than that of the current players in the market (Constantinides, 407-438). Furthermore, the price will also depend on the size of the chocolate bar whereby the bigger the bar, the higher the price although for start, all bars will be of medium uniform size. Therefore, the price will be based on the current market prices but is expected to rise after the business stabilizes. Place (distribution)   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   The place or the distribution of the product is important. Since this is the first time this product will be entering the market, it will be important to place it strategically where customers can locate it easily. The product will be available in major retail stores such as Cos Bar, Sephora and Blue Mercury among others (Constantinides, 407-438). Furthermore, the product will also be available online on the website of the company since there will be an online store. Promotion   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   It is important to promote the product since it is new in the market. Promotion will help create market awareness of the product as well as help in expending the market share of the company. The promotional strategy that the company will use includes online marketing whereby the company will open up a social media account to post its products and reach out to customers (Constantinides, 407-438). Furthermore, the company will promote its products through television adverts as well as free samples since it is the first time the product is entering the market. All these promotional methods will enable the company to reach out to the customers and build a strong customer base. In conclusion, the company expects the business top start and develop at a gradual pace over the next 2 years after which rapid growth is expected over the next 5 years. References Constantinides, E. â€Å"The Marketing Mix Revisited: Towards The 21St Century Marketing.† Journal Of Marketing Management 22.3/4 (2006): 407-438. Business Source Complete.Web. 13 Dec. 2014. International Cocoa Foundation.The Chocolate Industry February 2014 Retrieved from http://www.icco.org/about-cocoa/chocolate-industry.html on 13th December 2014 Khan, Muhammad Tariq. â€Å"The Concept Of ‘Marketing Mix’ And Its Elements (A Conceptual Review Paper).† International Journal Of Information, Business & Management 6.2 (2014): 95-107. Business Source Complete.Web. 13 Dec. 2014. Source document

Gutenberg’s Press and the Transition from Medieval to Modern

There are many ideas and concepts that facilitated the transition from the Medieval Era to a more modern, Renaissance society, but it can be argued that Johann Gutenberg's invention of the printing press was the most important factor to this change in Europe. The creation of the press was no easy task for Gutenberg; he was faced with many obstacles. However, once created, the press benefited people around the world for centuries and continues to be a fundamental part of our society today. Before the invention of the printing press, books were extremely expensive, limiting education to the very wealthy. Because only the upper class could afford to purchase books, education was a means of separating the aristocracy from the lower classes. It was nearly impossible for the less fortunate to move up in society since they could not educate themselves. The reason books were so pricey was due to the methods employed to create each page individually. For a scribe to copy an entire novel by hand would take much patience and many hours. A common method of producing copies was for one man to read the original word by word, and a group of scribes would write each word as the reader said them. â€Å"By this method,† describes John Fontana in his work Mankind's Greatest Invention, â€Å"one manuscript served as the source of reproduction for many copies when the scribes finished writing the last of the reader's orally presented words† (13). Not only was this time consuming, but the more copies that were made, the more errors were made. Eventually, a method of creating copies without such a high margin of error came about. People would hand carve blocks of wood with raised letters and cover the blocks with ink. Then they would place a sheet of paper on the block to make a copy. To make the process even more difficult, they had to carve the letters and words backwards so they would print correctly, and they had to make these letters look normal when reversed. Albert Kapr, in his book Johann Gutenberg: The Man and his Invention, describes how â€Å"a calligrapher had first to write out this text, which was traced as a mirror-image reversal on to a planed limewood plank and then cut out with a knife in such a way that the lettering was left as a raised surface† (21). This method is called xylography, and while it was an improvement in that it reduced mistakes, carving a block of wood for each page to be printed was even more time consuming than writing the words by hand, and books remained as expensive as ever. Johann Gensfleisch Gutenberg, a goldsmith from Mainz, Germany, wanted to change all this. His idea was to replace the wood blocks with separate letters made of metal. One would be able to move the letters around to make words and sentences, and then reuse them. â€Å"The key to this new method was not as is generally believed, the discovery of the value of movable type, for movable letters had been known and used for centuries,† explains Fontana. â€Å"It was the mechanism for making the types† (28). This type of printing press was, in fact, already being used in China, but the technology to create such a machine was yet to be discovered in Europe. In working to build this machine, Gutenberg was faced with obstacle after obstacle. Just when he would think he might have mastered it, he would encounter another problem to solve. â€Å"The invention of typography was not,† noted Theo DeVinne in his work The Invention of Printing, â€Å"the result of a happy thought or of a flash of inspiration. It was not born in a day . . . it was thought out and wrought out† (376). To begin with, he had two main concerns: finding a device that would keep the letters in place, and making a press that would print clearly. Gutenberg soon came up with a solution to the first of the two issues. He paid a carpenter for the use of his winepress, so as to have â€Å"a suitable bed for a page of metal letters to rest on,† and arranged the letters on one side of it (Fontana 22). He wanted to come up with a frame to hold the paper; then when one was ready to print, they could twist a screw to press the paper up against the letters. The letters were to be created by pouring melted metal into a mold. Then Gutenberg came across several more problems. The first was the question of how to make all of the letters exactly the same thickness so that when they were pressed against the paper, they would print evenly. Also, he needed a solution for putting narrow letters on narrow metal bases and wide letters on wide bases. Using the same base for all letters would not only be impractical in that it would waste space, it would also make the words look uneven, with different sized spaces between letters. Regardless of the width of the character, each metal piece had to be the same height so the lines would not be crooked. DeVinne made the point that â€Å"if the types of one character, as of the letter a, should be made the merest trifle larger or smaller than its fellows of the same font, all the types, when composed, will show the consequences of the defect† (52). Gutenberg came up with two brilliant ideas to solve the problems. In order to make all of the letters the same thickness, he made the mold the desired height and added extensions on the sides to catch any overflowing metal. That way he could make sure that they would not be too thick, and as long as he poured metal to the top, they would not be too thin. Once dried, â€Å"this extra piece at the bottom of the metal letters opposite to the part the prints called the face, was easily broken off and smoothed before it was used for the printed page† (Fontana 30). As for making the letters different widths, he had to make an adjustable mold. He first experimented using wood, and once perfected, he made one out of metal. He came up with a mold that consisted of two L-shaped pieces that could fit together, and slide back and forth to make the enclosed area larger or smaller. Here Gutenberg encountered further setbacks. The lead he had been using to make the letters was too soft-it was printing unevenly after just a few pages had been printed. Gutenberg solved the problem of making the typeface hard enough to resist pressure by mixing the lead with parts of tin and a substance that acted like antimony,† hardening the metal and preventing expansion or shrinkage while the metal dried (Fontana 30). It also took a lot of searching to find ink that was the right consistency to leave a thin layer on paper. Should it be too thin, it would spread through the paper, and should it be too thick, it would clump and appear uneven. Upon fixing these problems, Gutenberg had come up with his first working printing press. With it, he printed copies of the first, second, and third editions of the Donatus. However, few people would purchase the pages because many considered his invention immoral, as they believed hand-written script to be a sacred art. Also, there were still problems with the press. The type face varied too much-the lines would go from thin to thick and back to thin again, and the ink did not stick to paper well. DeVinne tells us that â€Å"judged by modern standards, the types are ungraceful; the text letters are too dense and black, and the capitals are of rude form, obscure, and too small for the text† (421). The press itself took a lot of strength, especially when making multiple copies. All of these parts needed improvement, so Gutenberg got to work. He created more defined molds and stronger metal letters, which allowed for thinner printed lines. In hopes of eventually printing the Bible, Gutenberg worked to create letters that would, when placed together, resemble the handwriting of scribes. It was a difficult task, but he managed to finalize pages of beautiful lettering, each having two columns. The only problem was that only thirty-six lines would fit on a page, and Gutenberg wanted to fit forty-two lines. Otherwise, the amount of pages to print the Bible would be much greater and more costly. â€Å"If he had been only an ordinary dreamer about great inventions,† believes DeVinne, â€Å"he would have abandoned an enterprise so hedged in with mechanical and financial difficulties† (416). It was around this time that Gutenberg met John Fust, who offered to help finance his project if they could form a partnership. Gutenberg agreed as he was greatly in need of a means of paying for new equipment to make a forty-two-page press. DeVinne reports that these â€Å"small types were unique; they were never used, so far as we know for any other work† (406). This was most likely Gutenberg's greatest mistake, because when Fust did not get a quick return on his money, he sued Gutenberg for almost all of his equipment, including the new printing press. This was a set back from which Gutenberg never recovered, and though his invention greatly benefited many, he died a poor man. The printing press made a dramatic impact on European culture in many ways. One important way that it affected society was to bring about a higher level of individualism than had been before experienced. As Marshall McLuhan noted in his book The Gutenberg Galaxy: The Making of Typographical Man, â€Å"the portability of the book, much like that of easel-painting, added much to the new cult of individualism† (206). Because there was no longer the need to be a part of a University or monastery in order to have access to books and education, people began spending more and more time on their own, teaching themselves, and therefore, becoming more and more independent. The distribution of a highly increased number of books due to the invention of the press also facilitated individualistic ideas by giving more people the opportunity to read, forcing them to interpret information themselves. In an oral culture, one is taught by the verbal explanations of others, allowing little opportunity for personal interpretation or for discovering oneself through thought and analysis of material, as is possible in a written culture. â€Å"To the oral man the literal is inclusive, contains all possible meanings and levels,† and through the introspection demanded by this increase in reading, individualism soared (McLuhan 111). With this increase in individualism came much higher levels of education and literacy. McLuhan, in discussing the advantages the press gave to learning, said â€Å"this very natural inclination towards accessibility and portability went hand in hand with greatly increased reading speeds which were possible with uniform and repeatable type† (207). Because the printing press used the same mold for multiple copies of the same letter, it was much less difficult to read than when it was necessary to accustom oneself with each scribe's handwriting with which one was encountered. The significant decrease in the price of books that occurred in conjunction with the printing press paved the way for the education and rise of a new middle class. â€Å"The book became a source of productive energy for a new breed of merchants and entrepreneurs,† and where before these people had been held back from penetrating the higher levels of society, they could now afford to educate themselves (Kapr 20). This education led to a cycle that allowed the middle class to make more money, which allowed them to purchase even more books and further educate themselves. While this new class of people did not have the social status of the aristocracy, Wyndham Lewis stated that â€Å"birth or training, in this age that has been called that of bastards and adventurers, never mattered less† (qtd. in McLuhan 119). Another important change that the invention of the printing press brought about was the new concept of mass production. Before the press, nobody had thought of the idea of creating something that could produce multiple copies of anything, so multiple copies of pages were just the first of endless possibilities. â€Å"Just as print was the first mass-produced thing, so it was the first uniform and repeatable commodity,† and the realization that exact duplicates could be made of products other than books was one that has been acted on for centuries to bring us mass-production as we know it today (McLuhan 125). Clearly Gutenberg's invention of the printing press with movable type was a turning point in history from medieval to modern times. While its creation took many practice runs and a lot of trial-and-error, Gutenberg's incredible patience and determination paid off and helped to build the new culture of the Renaissance. The press was not just a means of copying the written page, but a vehicle for the concept of individualism, the rise of education and the new middle class, and an introduction to mass production. Gutenberg’s Press and the Transition from Medieval to Modern There are many ideas and concepts that facilitated the transition from the Medieval Era to a more modern, Renaissance society, but it can be argued that Johann Gutenberg's invention of the printing press was the most important factor to this change in Europe. The creation of the press was no easy task for Gutenberg; he was faced with many obstacles. However, once created, the press benefited people around the world for centuries and continues to be a fundamental part of our society today. Before the invention of the printing press, books were extremely expensive, limiting education to the very wealthy. Because only the upper class could afford to purchase books, education was a means of separating the aristocracy from the lower classes. It was nearly impossible for the less fortunate to move up in society since they could not educate themselves. The reason books were so pricey was due to the methods employed to create each page individually. For a scribe to copy an entire novel by hand would take much patience and many hours. A common method of producing copies was for one man to read the original word by word, and a group of scribes would write each word as the reader said them. â€Å"By this method,† describes John Fontana in his work Mankind's Greatest Invention, â€Å"one manuscript served as the source of reproduction for many copies when the scribes finished writing the last of the reader's orally presented words† (13). Not only was this time consuming, but the more copies that were made, the more errors were made. Eventually, a method of creating copies without such a high margin of error came about. People would hand carve blocks of wood with raised letters and cover the blocks with ink. Then they would place a sheet of paper on the block to make a copy. To make the process even more difficult, they had to carve the letters and words backwards so they would print correctly, and they had to make these letters look normal when reversed. Albert Kapr, in his book Johann Gutenberg: The Man and his Invention, describes how â€Å"a calligrapher had first to write out this text, which was traced as a mirror-image reversal on to a planed limewood plank and then cut out with a knife in such a way that the lettering was left as a raised surface† (21). This method is called xylography, and while it was an improvement in that it reduced mistakes, carving a block of wood for each page to be printed was even more time consuming than writing the words by hand, and books remained as expensive as ever. Johann Gensfleisch Gutenberg, a goldsmith from Mainz, Germany, wanted to change all this. His idea was to replace the wood blocks with separate letters made of metal. One would be able to move the letters around to make words and sentences, and then reuse them. â€Å"The key to this new method was not as is generally believed, the discovery of the value of movable type, for movable letters had been known and used for centuries,† explains Fontana. â€Å"It was the mechanism for making the types† (28). This type of printing press was, in fact, already being used in China, but the technology to create such a machine was yet to be discovered in Europe. In working to build this machine, Gutenberg was faced with obstacle after obstacle. Just when he would think he might have mastered it, he would encounter another problem to solve. â€Å"The invention of typography was not,† noted Theo DeVinne in his work The Invention of Printing, â€Å"the result of a happy thought or of a flash of inspiration. It was not born in a day . . . it was thought out and wrought out† (376). To begin with, he had two main concerns: finding a device that would keep the letters in place, and making a press that would print clearly. Gutenberg soon came up with a solution to the first of the two issues. He paid a carpenter for the use of his winepress, so as to have â€Å"a suitable bed for a page of metal letters to rest on,† and arranged the letters on one side of it (Fontana 22). He wanted to come up with a frame to hold the paper; then when one was ready to print, they could twist a screw to press the paper up against the letters. The letters were to be created by pouring melted metal into a mold. Then Gutenberg came across several more problems. The first was the question of how to make all of the letters exactly the same thickness so that when they were pressed against the paper, they would print evenly. Also, he needed a solution for putting narrow letters on narrow metal bases and wide letters on wide bases. Using the same base for all letters would not only be impractical in that it would waste space, it would also make the words look uneven, with different sized spaces between letters. Regardless of the width of the character, each metal piece had to be the same height so the lines would not be crooked. DeVinne made the point that â€Å"if the types of one character, as of the letter a, should be made the merest trifle larger or smaller than its fellows of the same font, all the types, when composed, will show the consequences of the defect† (52). Gutenberg came up with two brilliant ideas to solve the problems. In order to make all of the letters the same thickness, he made the mold the desired height and added extensions on the sides to catch any overflowing metal. That way he could make sure that they would not be too thick, and as long as he poured metal to the top, they would not be too thin. Once dried, â€Å"this extra piece at the bottom of the metal letters opposite to the part the prints called the face, was easily broken off and smoothed before it was used for the printed page† (Fontana 30). As for making the letters different widths, he had to make an adjustable mold. He first experimented using wood, and once perfected, he made one out of metal. He came up with a mold that consisted of two L-shaped pieces that could fit together, and slide back and forth to make the enclosed area larger or smaller. Here Gutenberg encountered further setbacks. The lead he had been using to make the letters was too soft-it was printing unevenly after just a few pages had been printed. Gutenberg solved the problem of making the typeface hard enough to resist pressure by mixing the lead with parts of tin and a substance that acted like antimony,† hardening the metal and preventing expansion or shrinkage while the metal dried (Fontana 30). It also took a lot of searching to find ink that was the right consistency to leave a thin layer on paper. Should it be too thin, it would spread through the paper, and should it be too thick, it would clump and appear uneven. Upon fixing these problems, Gutenberg had come up with his first working printing press. With it, he printed copies of the first, second, and third editions of the Donatus. However, few people would purchase the pages because many considered his invention immoral, as they believed hand-written script to be a sacred art. Also, there were still problems with the press. The type face varied too much-the lines would go from thin to thick and back to thin again, and the ink did not stick to paper well. DeVinne tells us that â€Å"judged by modern standards, the types are ungraceful; the text letters are too dense and black, and the capitals are of rude form, obscure, and too small for the text† (421). The press itself took a lot of strength, especially when making multiple copies. All of these parts needed improvement, so Gutenberg got to work. He created more defined molds and stronger metal letters, which allowed for thinner printed lines. In hopes of eventually printing the Bible, Gutenberg worked to create letters that would, when placed together, resemble the handwriting of scribes. It was a difficult task, but he managed to finalize pages of beautiful lettering, each having two columns. The only problem was that only thirty-six lines would fit on a page, and Gutenberg wanted to fit forty-two lines. Otherwise, the amount of pages to print the Bible would be much greater and more costly. â€Å"If he had been only an ordinary dreamer about great inventions,† believes DeVinne, â€Å"he would have abandoned an enterprise so hedged in with mechanical and financial difficulties† (416). It was around this time that Gutenberg met John Fust, who offered to help finance his project if they could form a partnership. Gutenberg agreed as he was greatly in need of a means of paying for new equipment to make a forty-two-page press. DeVinne reports that these â€Å"small types were unique; they were never used, so far as we know for any other work† (406). This was most likely Gutenberg's greatest mistake, because when Fust did not get a quick return on his money, he sued Gutenberg for almost all of his equipment, including the new printing press. This was a set back from which Gutenberg never recovered, and though his invention greatly benefited many, he died a poor man. The printing press made a dramatic impact on European culture in many ways. One important way that it affected society was to bring about a higher level of individualism than had been before experienced. As Marshall McLuhan noted in his book The Gutenberg Galaxy: The Making of Typographical Man, â€Å"the portability of the book, much like that of easel-painting, added much to the new cult of individualism† (206). Because there was no longer the need to be a part of a University or monastery in order to have access to books and education, people began spending more and more time on their own, teaching themselves, and therefore, becoming more and more independent. The distribution of a highly increased number of books due to the invention of the press also facilitated individualistic ideas by giving more people the opportunity to read, forcing them to interpret information themselves. In an oral culture, one is taught by the verbal explanations of others, allowing little opportunity for personal interpretation or for discovering oneself through thought and analysis of material, as is possible in a written culture. â€Å"To the oral man the literal is inclusive, contains all possible meanings and levels,† and through the introspection demanded by this increase in reading, individualism soared (McLuhan 111). With this increase in individualism came much higher levels of education and literacy. McLuhan, in discussing the advantages the press gave to learning, said â€Å"this very natural inclination towards accessibility and portability went hand in hand with greatly increased reading speeds which were possible with uniform and repeatable type† (207). Because the printing press used the same mold for multiple copies of the same letter, it was much less difficult to read than when it was necessary to accustom oneself with each scribe's handwriting with which one was encountered. The significant decrease in the price of books that occurred in conjunction with the printing press paved the way for the education and rise of a new middle class. â€Å"The book became a source of productive energy for a new breed of merchants and entrepreneurs,† and where before these people had been held back from penetrating the higher levels of society, they could now afford to educate themselves (Kapr 20). This education led to a cycle that allowed the middle class to make more money, which allowed them to purchase even more books and further educate themselves. While this new class of people did not have the social status of the aristocracy, Wyndham Lewis stated that â€Å"birth or training, in this age that has been called that of bastards and adventurers, never mattered less† (qtd. in McLuhan 119). Another important change that the invention of the printing press brought about was the new concept of mass production. Before the press, nobody had thought of the idea of creating something that could produce multiple copies of anything, so multiple copies of pages were just the first of endless possibilities. â€Å"Just as print was the first mass-produced thing, so it was the first uniform and repeatable commodity,† and the realization that exact duplicates could be made of products other than books was one that has been acted on for centuries to bring us mass-production as we know it today (McLuhan 125). Clearly Gutenberg's invention of the printing press with movable type was a turning point in history from medieval to modern times. While its creation took many practice runs and a lot of trial-and-error, Gutenberg's incredible patience and determination paid off and helped to build the new culture of the Renaissance. The press was not just a means of copying the written page, but a vehicle for the concept of individualism, the rise of education and the new middle class, and an introduction to mass production.