Brooklyn Cop

Brooklyn Cop – Analysis and Evaluation Worksheet Stanza One 1. Look at lines 1 – 4. Do you think that this is a stereotypical image of a policeman? Choose two quotes, and explain why they make you feel this way. (3) Stereotypical – â€Å"built like a gorilla† = he is big and strong / â€Å".. but less timid† = brave Non-stereotypical – â€Å"two hieroglyphs in his face that mean trouble† = he is looking for trouble (1 mark for each quote and linked opinion) 2. Quote the line that shows that the divide between civilization and violence is only ever paper-thin. (1) â€Å"he walks the sidewalk and the thin tissue over violence† (1 mark) 1. What technique is this? 1) Metaphor (1 mark) 3. Consider what you learn about the cop at home. Quote a line that shows the difference between his personality at work, and that at home. Explain your answer fully, including how you feel about the character. (3) Whilst at work, he is fearless and sa vage. But he loves his wife and is afraid that he might be killed in the line of duty (1 mark) – â€Å".. when he said ‘see you babe’ to his wife, he hoped it, he truly hoped it† (1 mark). This makes us feel sorry for him because his love for his wife means he is vulnerable. (1 mark) 4. The poet changes from saying the cop is â€Å"like a gorilla† to being â€Å"a gorilla†.Explain fully how the techniques have changed, and why you think the poet does this. (2) The poet uses a simile at the start of the poem, but towards the end of stanza one he changes the comparison to being a metaphor (1 mark). This strengthens the image and emphasises the savage, bestial and primitive nature of the cop. (1 mark) Stanza Two 1. Think about the place names in the poem – what kind of area is he policing? (2) The poet mentions â€Å"Phoebe’s Whamburger† and â€Å"Louie’s Place† – these sound like they might be mafia din ers or places where gangsters might hang out. (2 marks for any suitable ideas with evidence) 2.Explain how the word â€Å"plunge† is effective. Include comment on connotation and denotation of the word as well as the structure. (3) â€Å"Plunge† means to fall quickly (1 mark). It has connotations of falling, uncontrollably, perhaps from a great height into something terrible (1 mark). . The poem highlights the word so that the physical structure of the poem almost mirrors the idea of falling through the â€Å"thin tissue† into violence. (1 mark). 3. How does stanza two remind us of the themes of the poem? (1) Stanza two reiterates the theme of violence, and shows how quickly the cop could be thrust from safety into chaos. 1 mark for anything describing how violence is always present in the cop’s world) Stanza Three 1. What do you notice about the structure of this stanza? (1) The whole stanza is written as a rhetorical question. (1 mark) 2. Explain the si gnificance of â€Å"gorilla with a nightstick† (2) The cop is described as a gorilla, which has connotations of being primitive and savage. It is significant that he has chosen a nightstick, because stereotypical police would have a gun. The Brooklyn Cop has a nightstick, perhaps because he enjoys being able to use it to violently beat up criminals. 1 mark) The poet may also intend it to be a phallic symbol, to emphasise the masculinity of the cop. (1 mark) 3. Show how the poet tries to get us to sympathise with the cop (4) MacCaig tries to get us to feel sorry for the cop by reminding us that his â€Å"home is a place he might, this time, never get back to. † This is perhaps the only place he is happy and safe and so we sympathise with his dangerous life. (2 marks) The poet also asks â€Å"who would be him†, which makes the reader consider how hard it would be to live the life the cop does. (2 marks) (1 mark for each quote,1 mark for each reasonable explanation )Stanza Four 1. Who is the poet referring to as â€Å"victims†, and why do you think they are referred to as such? (2) The poet refers to criminals who are caught by the cop as â€Å"victims† (1 mark), perhaps because the cop serves his own kind of violent justice. (1 mark) Overall 1. Why do you think the Brooklyn Cop remains anonymous? (1) I think that not knowing his name emphasises how isolated he is from society, and makes the readers sympathise more with him (1 mark) 2. How successful do you think this poem is in conveying a complex picture of the cop? (4) MacCaig is successful because he presents us with a realistic character.On one hand, he is almost a comic book superhero: he is â€Å"built like a gorilla† – huge and strong, as he bravely â€Å"walks the sidewalks and the thin tissue over violence† to keep us safe. On the other hand, he has a vicious, violent streak. He likes brutalising people, and the line â€Å"two hieroglyphs in his fa ce that mean trouble† suggests he seeks out fights. Yet at the same time, he is tender with his wife, calling her â€Å"honey† and his fear that his â€Å"home is a place he might, this time, never get back to† tells us that he is vulnerable. (two marks each for suitable quote plus explanation)

Curriculum packages,proposals or prescriptions? Advantages and Disadvantages Essay

This exposition will explore some of the major benefits of an adaptive approach to curriculum implementation in Zimbabwe, as a pose to an adoptive approach, namely increased professional autonomy and creative freedom for teachers, relevance to learner demographics and a wholesome learning experience. Considerations will also be made of the constraints of such an approach, chiefly the issue of resource intensity, accountability and control. It will also outline the applicability of an adoptive approach, in Zimbabwe’s examination oriented educational system, where homogeneity of delivery at the peripheral level is of essence. A curriculum provides the framework for how and when to teach what. McKimm (2007) suggests, the curriculum defines learning outcomes, timetables, content, appropriate teaching methods and assessment instruments. Materials such as teacher’s guides, recommended text books and syllabi for each subject all form part of the curriculum package. In the Zimbabwean context, the curriculum package is arranged by the centre, called the Central Curriculum Development Unit (CDU). The CDU prepares and distributes the curriculum package to the various provinces via the district office to the schools. Taking the curriculum as a proposal is like using it as a prop on the stage, it’s a mere accessory, and it accentuates the core theme of the story. It gives the setting while the actual script is in the hands of the director and cast who are the teacher and the learners respectively. In this case, modifications can be made to suit the geographical and social location of the learners. While a prescriptive approach implies the curriculum package is a script which is to be aped word for word and gesture by gesture, mimicking the demands of the examination. A prescription enforces rules about how a subject should be taught as such the teacher is like a drill sergeant implementing objectives in finite timeframes. To begin with, Ndawi and Maravanyika (2011), â€Å"argue that education and human experiences are too wide and too complex to be reduced down to specifiable and measurable objectives.† From this tenet, one can contend that when a curriculum package is used as a recommendation rather than dogma the teacher can regard every exchange as an opportunity for learning to occur, even when tacitly expressed in the curriculum package. Using this approach, the teacher is limited neither by explicit goals nor by resources, which are sometimes in short supply in resettlement schools, but rather empowered to incorporate innovative tactics, rich creativity and a wholesome range of experiences into his instruction. The product is a well-rounded and adaptable member of the wider society. By contrast having a prescribed curriculum, with exacted and measurable goals, unambiguous methods, specified teaching aids and finite timeframes, is a motivating factor for teachers in the Zimbabwean context where incentives inspire those whose pupils attain a certain level of academic prowess, measured strictly through structured examinations. Thus, it can be said that the system rewards homogeneity more than heterogeneity. What Lawton (1980) terms ‘†¦teacher’s legitimate desire for professional autonomy†¦Ã¢â‚¬â„¢ has been motivated by the pronouncement by the Zimbabwean ministry of education to develop the standard of the teaching fraternity by awarding degreed teachers with job security and a disparate pay scale from that of their diploma holder counterparts. This trend of empowerment and upward mobility can sustain a proposal based approach, which requires highly trained and resourceful teachers. To this end, it is advantageous to approach the curriculum package as a suggested plan of action or recommendation, as it fulfills the teacher’s need to express his ingenuity and self actualise. On the contrary, this adaptive approach can be resource intensive. It takes expertise to enforce variations in curriculum delivery, and training this highly skilled manpower may not be financially feasible for the ministry of education. Where teachers are minimally trained or untrained as in the case of temporary teachers in Zimbabwe, the prescriptive slant tends to be enormously helpful as it defines exactly what to teach, when to teach it and how it should be taught. Textbooks and teacher’s guide explicitly state procedure. The Indian National Council of Educational Research and Training (2006) asserts, â€Å"†¦diversity of languages, social customs, manners, mores and uneven economic development, the needs and demands of individuals and society will have differential pulls on the school curriculum, varying from one region to the other.† Similarly, in Zimbabwe an adaptive approach can cater for the range of abilities, tribal nuances and economic strata found in any school community or classroom. In this light, the teacher is given room to improvise using locally available material, from the community’s culture and landscape, to suit learner demographics, thus the learning experience becomes socially relevant, meaningful and learners gain a sense of ownership of their education. Adversely, Lawton (1980), in this statement, â€Å"†¦secondary-modern-school curricula, often lacked structure and purpose†, alludes to the unconstructiveness, that can be generated by a laissez-faire approach to curriculum interpretation, where teachers have extensive flexibility to manipulate their instruction to suit the demographics of their community rather than the universal values which may be tested at Grade 7, O’ Level and A’ Level examinations. The prescriptive approach to curriculum implementation satisfies theâ€Å"†¦political need for some kind of system of accountability†¦Ã¢â‚¬  Lawton (1980), as in the Zimbabwean case where there are considerably more state funded rural day schools than there are independent ones. When the prescriptive approach is unequivocally applied, teachers can account for their time and the resources the state has invested in the system by way of mid and end of term and final examinations, whereas, hybrid varieties of curriculum are more complex to control, monitor and assess. Delivery problems can be easily diagnosed and corrected. Again, variations may tend to be too localized, producing a breed of learners with limited regional or international marketability in this era of globalization and the information boom. In a subject like science and mathematics there is not much scope for local variations and the adoption of common textbooks in all parts of the country is feasible. Eunitah et al (2013) imply that, in developing socialist educational contexts like Zimbabwe, it is premature to do away with centrally prescribed curricula in order to accomplish uniformity in the provision of education. This uniformity means, all students in Zimbabwe use standardized learning material and receive a standard educational experience. When a student transfers from a rural to an urban school, as is the trend in developing countries, he has the assurance of continuity. Thus, the prescriptive approach to curriculum implementation achieves meritocracy and functionality. Moreover, the Zimbabwean curriculum pays more attention to acquired skills that can be measured; it is largely objectives oriented, in that learning outcomes are evaluated through summative examinations, from time to time. To this end, a prescriptive approach is more effective, as it provides exact standards and expectations of the learner while limiting deviations which may otherwise be of no relevance to the learner, come examination time. Lawton (1980) points out the love-hate relationship teachers may have with the examination system, though meritocratic and fair it can extend so far into the classroom that it stifles independent thinking, self-discovery, curiosity and creativity, which form part of wholesome learning. It can be concluded that while taking the curriculum package as a proposal, encourages a broader range of experiences and an expansive exercise of potentialities in learners due to its adaptability to various geographical and economic circumstances as is found in Zimbabwe. The prescriptive approach is equally beneficial and perhaps more applicable to Zimbabwe because of the nature of the education system which is examination oriented.

Narrative traits in Indian cinema Essay

In a nation that produces around 800 films a year Indian people see films a a very important part of their culture. For Indian people â€Å"cinema is integral to their lives; it is not a distant, two to three hour distraction, but an explicit life-style for them.†(Jaya Ramanathan). The large screen provides an alternative, an escape from the realities of day-to-day life. The protagonists are totally identified with, the hero is applauded, the virtuous is worshipped and the villain is condemned. The actors and actresses are household names; there is no escaping their omnipresence. Through this essay I will try to examine what makes Indian cinema Indian. By that I mean what narrative and visual traits are intrinsic to Indian cinema and have little relevance to cinema of America or Europe. The subjects I am going to look at are the song and dance routine, how it came about, what it means and why it’s so important to Indian cinema. I will look at the treatment of women and how sexuality of women is represented in Indian cinema, the importance of the actor within Indian society and will briefly look at the use of costumes and elaborate sets used within the Indian film industry. First I will briefly consider some traits associated with American and European cinema as to see how these cinema types differ from that of India. The cinema industry in Europe has a highly complex make-up, reflecting the cultural and expressive diversity of individual nations. If, on the one hand, the quantitative production levels of Europe’s cinema industry have remained high (at roughly 600 full-length features a year, on a par with the United States, However only a minority of European titles manage to cross the borders of their country of origin. This is one major difference from Indian film with it having one of the highest worldly distribution figures off all cinemas. Hollywood makes films for the public, and if the public’s tastes change then Hollywood films will also change. They pay money to have their ideals massaged and their values reaffirmed. And if Americans won’t pay money for it, then Hollywood doesn’t want to sell it. The narrative of Hollywood films’ is a straight plot, in which nothing is left unclear, unsettling or unexplained and every shot is justified by a link to strictest cause and  effect. Hollywood films are often viewed as dulling the mind. This is far from the case in Indian cinema where the plot is created with the aim of making people think about what has happened, this is often applied to their own lives in some way. In America people generally view films for mere entertainment where as Indian people watch films and use the moral codes implied within the narrative to better their own lives. Special effects, violence, and actors’ names are often major themes that bring Americans to the movies. While most Hollywood films are made purely for entertainment value, many foreign films are entertaining as well as forcing the viewer think and question their surroundings at the same time. In India, movies are more than simply entertainment. They are dreams, escape, fantasy and alternative realities – a necessity in dealing with the drudge of everyday existence and routine. Especially now that they have the cinematography, acting, scripting and associated parts down like a science – to the point of stretching the limits of imagination and modifying what â€Å"is† into another realm altogether. While perhaps lacking in the area of Western sophistication, this lack is probably the biggest advantage Indian films have over the rest of the World. They are simply fun to watch. Indians enjoy seeing people interacting with each other and the films reflect societal practices and norms. The form of Indian cinema has a great deal to do with how popular entertainment has been traditionally perceived and defined in India. â€Å"Entertainment is quantified as a combination of the essence of the nine basic emotions. Complete entertainment is possible only when the nine emotions, love, hate, joy, sorrow, pity, disgust, fear, anger and compassion, are blended expertly in different ways around a predominant emotion. The main emotion could be love, joy, hate or compassion, but if not complemented by the others, is neither defined nor experienced.† (V. Damodaran & M. Unnithan-Kumar) There are certain traits that are commonly associated with Bollywood movies. These include: â€Å"XExtensive use of other performing arts such as singing and dancing â€Å"X Treatment/representation of women â€Å"XThe importance of the Actor within society â€Å"XThemes centred on Moral values and cultural struggles â€Å"XLarge studio sets with elaborate decoration & elaborate and brightly coloured costumes Bollywood is a term used to describe the Indian film industry, the largest in the world in terms of film production. In 1990 India produced 800+ films (more than two a day). Bollywood’s cinema going audience, in India, Pakistan and elsewhere is also one of the biggest in the world. Song & Dance Indian films are known all over the world, but ask an English or American person and they will probably say Indian films are about singing and dancing. If you ask someone in the Middle East they may say Indian films revolve around action and if you ask someone elsewhere in Asia they often define Indian movies as love stories. So, overall it is probably Westerners who most of all see Indian movies as just song-and-dance. This is probably partly down to ignorance on our behalf and also due to the fact that musical film has been largely abandoned in Europe and America, or it is defined under its own genre ‘musical’ which often deters people from watching.. Therefore I feel this is a good place to start in terms of considering what makes Indian film different from American or European film. The narrative structure of popular Indian films is punctuated with songs and dances, usually around six songs. The origins of this tradition can be traced back to the ballets in Indian dance-drama. These song and dances are often referred to as filmi music (a desi word) . Song and dance can have many narrative functions within an Indian film. It can be used to show the  emotions and show the real interiority of characters. These song and dance sequences are more often than not used as merely musical interludes or rest periods between the dialogues of the film. The music director’s main effort in the film is to compose attractive melodies set to often fine lyrics of a high literary quality. In early Indian film the heroes and heroines sang their way through the four hour movie. The acting quality and appearance of the character counted for little as it was singing talent that was important. To this day the Indian film song has a unique thrill. The music director, the songwriter and the playback singers have an unparalleled status in India. These song and dance sequences have played a very important part in Indian films since their birth, around 1913, and they have contained some of the best Urdu and Hindi poetry within its lyrics – this was especially the case during the 1950†² and 1960’s period of filmmaking. This era was considered the golden era in this genre with films such as Pakeezah (purity), directed by Kamaal Amrohi, Jhanak Jhanak Payal Baje, directed by Rajaram Vankudre Shantaram as excellent examples of the use of song and dance. The most popular form of music in India still continues to be the film song. In the last few years, the market for popular music has grown massively. â€Å"Today, it is not unusual for films to be designed around a set of songs rather than the other way around. There is an increasing trend to use the narrative of a film simply as a string to hang song and dance numbers, much like a music hall revue. With the new audiovisual technology available, they can often resemble an extended music video peppered with action and dialogue.†(V. Damodaran & M. Unnithan-Kumar) Indian cinema has some of the best song and dance sequences in the world cinema and often excels Hollywood musicals through the way in which they link their dialogue and musical lyrics. Examples of this quality can be seen in the work of Guru Dutt in films such as Pyaasa (1957) which he Directed, wrote, produced and also starred in. This film is interesting because the songs are often inserted in the story itself, (apart from the Guru Dutt-Mala Sinha duet scene) and are not only musical picturizations of fantasies, dreams, etc., as it is often the case in later Bollywood films. Examples of his song sequences rival the best in world cinema and in many cases excel the Hollywood musical in the subtle linking of dialogue and lyric. These  directors transformed the film song into an art form and confirmed that music was Indian cinema’s greatest strength. Even today, Indian filmmakers are aware that their moment of cinematic glory can come from the songs. Every decade since the 19 50s, a huge majority of films that would otherwise have been completely forgotten are saved by a marvellous musical sequence in which melody, lyrics, camera movements, choreography and performance combine to magical effect. More than anything the phenomenon of song and dance gives Indian Cinema its unique identity. Unlike Hollywood, where the ‘Musical’ was a separate genre by itself, song and dance has been an integral part of the narrative in Indian Cinema be it in any language or whichever genre often leading and us Westerners often describe them as Indian musicals – often not realised by us that almost every different genre of Indian film contains song and dance. Film songs have been used to express all aspects of Indian life – weddings, funerals, state occasions, religious festivals, parades, parties or political conventions. Over the years, The Indian film song has evolved and many critics say that it has no reached perfection. Consequently film music is by far the most popular brand of music in India. Film makers have realised the importance of the song and dance in their films. Even today with all the visual aspects of the Indian films such as costume and sets, the song is often the single factor that determines the success or failure of a film in India. Stars of Indian films are often seen as heroes and are idolised. Nasreen Munni Kabir tells us how â€Å"people want to act, talk and look like their idols. In every decade, barbers have been asked to give their clients an Ashok Kumar, or Dilip Kumar or Shah Rukh Khan cut and tailors have always been told to copy the clothes of the beautiful Madhubala or Aishwarya Rai†. Until the early 90s, star gossip was almost exclusively reported in the dozens of film magazines but now interest in the world of cinema is so extensive that virtually every daily newspaper devotes endless print space to who is doing what in Bollywood. Representation of Women & Sexuality In early Indian cinema codes of practise followed by performing arts were also applied to the film industry. One ‘rule’ was that women of high reputation discouraged from working on screen as it was considered unacceptable by society for women to perform to perform in front of men whom were total strangers. As a result of this rule men played the roles of women. Nasreen Munni Kabir2, in his book Bollywood: The Indian cinema story, discusses how women were only gradually accepted in theatre but soon after the production of films in India women became increasing willing to act on screen, however Muslim or Hindu actresses were often frowned upon and thought to have not come from good families. This was not the case for Jewish or Christian actresses; these were seen as being above this type of criticism because of their religion. According to the Manusmriti, an ancient classical work dealing with laws, ethics, and morality, a woman should be subject to her father in childhood, in youth to her husband, and when her husband is dead, to her children. Within the guidelines of the Manusmriti, women do not enjoy independence. Women are supposed to adhere to the role of a happy figure that takes care of the household. They are supposed to be obedient to their husbands and go to every length to honour them even after death. These ethics were transferred to film and the role of the woman in Indian films is often one of extreme loyalty towards her father, husband and children. The female character is often a centrepiece to a narrative with other, predominantly male characters working around her. In traditional Indian Society, there are certain prescribed roles which regulate the conduct of women. For example, the conception of the woman as Sita is prevalent in Indian society and film. Sita is a character in the Ramayana, one of the great epics, which embodies values and the differences between right and wrong. She is the wife of Rama, who is representative of many virtues including honor, courage, and loyalty. Much of Indian popular cinema is influenced by the Ramayana and the Mahabharata, another epic, which involves the hero Lord Krishna. Sita is the ideal woman and wife that  sees her husband as an idol. Indian popular cinema represents this role of the ideal wife’s admiration and unfaltering respect. In a great deal of popular Indian Cinema the role of the women can be separated into four categories. The four categories to consider include the ideal wife, ideal mother, the vamp, and the courtesan (Dissanayake 77). The Ideal Wife (often Heroine) This character is represented by sexual purity and fidelity. The wife must be consistent with traditional Indian roles by honouring the family and depending on the husband. The definintion of the heroine in early Indian films was closely linked with mythological charaters. Nasreen Munni Kabir uses the virtous Sati Savitri as the perfect model of the women. Savitri is famous in mythology for bringing back her husband from the clutches of Yam, the god of death through her endless devotion to him. From that moment on all portrayals of women in cinema were measured against Savitri. Heriones were almost always seen as virtuous, weepy, helpless characters whose sole existence relied upon the presence of a man in her life – husband, brother or father. If the heroine were not married then it was assumed that she was a virgin. The basic idea in all Indian films from 1930’s to the present day is that the heroine will finally get her man. Rani Mukerji states â€Å"The ultimate goal of the heroine is to get her man in the end†¦This may not be shared by the hero. Whether it’s a comedy, a romantic film, an action film, a horror film – you always have romance winning in the end†. The Ideal Mother Indian reference to the mother involves religious suggestion. The country is connected with the mother goddess, Shakti, who represents great strength. The role of the mother in Indian film is often seen as a strong force, such as in Mother India. This film showcased the Indian Woman completely with her strength and emotions. (1957). Radha (Nargis) is a mother, who is left to look after her sons after her husband leaves out of shame of not being able to fend for his family, due to an accident. Radha throughout the film faces  many struggles, raising three boys, fighting poverty and debt, as well as other tragedy in the family. She is a representation of the mother being strong and the backbone of any family. Mehboob Khan’s Mother India is really a great tribute to an Indian woman. The Vamp The vamp in Indian film is modern and imitates western women and is usually more of an equal partner to the man than the heroine. Her stereotypical behaviour can include smoking, drinking, and dancing. She represents unacceptable behaviour and is seen as unwholesome and is almost always punished for her behaviour. Indian films are representative of Indian society†¦from beginning to end it is full of values†¦The character of the vamp is used to pass judgement on sections of society that are not acceptable to the traditional middle class†¦The middle class always pats itself on the back when it see ‘the vamp’: ‘Oh see, she’s smoking and drinking and she’s wearing those skimpy clothes. My daughter in doesn’t, mother doesn’t etc.†( Archana Puran Singh) These images help the middle classes reaffirm their faith in their own values. An example of this type of woman is the character of Chandramukhi, a prositue in the film Dev das (P.C. Barua) whom falls in love with Devdas (hero) however, he loves Paro. There is one film that goes against moral convention in Indian cinema, with the hero choosing to fall in love and end up with the vamp – Guru Dutts Pyassa. The Courtesan The courtesan is outside the normal realm of Indian womanhood she is a type of dancing girl. She embodies sexuality. She is a character who helps with the physical and emotional needs of men. Often in Indian film, she gives the man comfort and care, after which, he leaves her to desperately mourn the loss of him. Archana Puran Singh explains the difference between the vamp and the courtesan â€Å"The difference is that the vamp has choices. The courtesan is someone who had no choice in being a courtesan. †¦there is always said to be a sad story behind her.† Indians are therefore sympathetic towards this character whereas the vamp is frowned upon. â€Å"If the courtesan  is performing a dance it’s not out of choice and amazingly very often the courtesan remains a virgin with purity of mind and body†. The hero is attracted to her because she represents a forbidden aspect of sexuality, one not shown in the heroine, but shown often too much in the vamp. The he ro can watch her and she often will fall in love with him – often causing confusion in communication causing what is often depicted in Indian cinema – The love triangle. Although Indian cinema continues to change and evolve, reflecting new trends in gender relations, at least in very traditional Indian cinema women who live by these traditional norms are portrayed as happy and ethical. Women who go against these rules of narrative and culture in film are punished and seen as immoral. Indian films never show scenes of a sexual nature; even kissing was unknown in Indian film for a long time, however, this is not to say that Indian films lack passion and desire. The women in Indian films are often the focus of male desire. Public displays of affection are associated with western life and tend to be omitted from Indian film. Although more recent films often include scenes of overt sexual relations, traditionally Indian film has used three techniques to convey this sexuality as categorized by Richards as tribal dress, dream sequences/wet saris, and behind the bush. Tribal Dress Because many Indian films involve music and dance, Richards explains, â€Å"tribal costumes are used for the exposure of vast expanses of the body, in particular the pelvic region† ( Dissanayake ). Dream Sequences/Wet Sari Dreams offer the ability to express sexual desires and explore forbidden pleasure. Wet saris are often involved in these dreams and are caused by a downpour in which the woman’s flimsy sari allows for exposure of the female body. Dance director Lollipop, known for choreographing the song ‘Aati Kya  khandala’ in the film Ghulum (Vikram Bhatt, 1998) notes that â€Å"the wet sari must not only have the heroine wearing a sari but the hero wearing a cap so that the rain falls in front of his eyes† this is a sequence that has become a audience expectation. Psychotherapist Udayan Patel has his own views on this wet sari dance. â€Å"The gyrations are repeated and the use of the eyes and lips, all suggest overt sexuality. In our culture, we are split between living through private imaginations and social behaviour. .. . There is no kiss, there is no sex. If its explicit they people cant ignore it and parents will say it’s a bad film. I don’t think producers want this as they would lose big audiences. So sexuality is expressed through dance and the movement you of sexual intercourse without touching or kissing.† Behind the Bush The music and dance in films often gives characters the opportunity to run behind the bushes quickly. Afterwards the woman wipes off her lips, insinuating what occurred. Importance of actor within society There are high levels of devotion and hero worship towards leading stars of Indian cinema. People want to act, talk and look like their idols. In every decade, barbers have been asked to give their clients an Ashok Kumar or Dilip Kumar or Shah Rukh Khan Cut and tailors have always been told to copy the clothes of the beautiful Madhubala or Aishwarya Rai. Until the early 90s, star gossip was almost exclusively reported in the dozens of film magazines but now interest in the world of cinema is so extensive that virtually every daily newspaper devotes endless print space to whom is doing what in Bollywood. It is not only in terms of magazines and haircuts that these people are followed, it has been known for highly acclaimed actors or actresses to become members of government, as it is believed that because people follow them on screen and idolise them then this will be the case in government where they can actively change the lives of their fans and society in general. One example of this occurrence is with Shabana Azmi. Shabana is an internationally acclaimed actress, Member of the Indian  Parliament, and UN Goodwill Ambassador. She is the winner of an unprecedented five National Awards for Best Actress in India for the films Ankur (1974), Arth (1983), Khandhar (1984), Paar (1985), and Godmother (1999). She is also an extremely vocal and committed social activist, for which she was presented the Rajiv Gandhi Award as well as the Yash Bhartiya award from the government of the state of Uttar Pradesh, India. Most significantly she was awarded the Padma Shri in 1988 by the Government of India, an award given to eminent citizens for excellence in their field and distinguished contribution to society. She describes why she was driven into politics after movie making. â€Å"What ultimately drove me towards politics was this essential contradiction: if the whole purpose of art is to sensitize people, how can you say that this sensitivity is only going to be directed towards yourself and giving a better performance? This is simply not possible since the best resources of an actor must come from life itself. So when you are in films playing characters struggling with social injustice and exploitation, then a time comes when you can no longer treat your work like a nine-to-five job. I could n ot think that as of 6:00pm everyday, I would no longer concern myself with the lives of the people I choose to play. This turn came about some time in the early-80s† (Shabana Azmi) Moral Values & Cultural struggles Indian movies usually centre around moral values and binary oppositions such as unconditional love, the conflict between fathers and sons, revenge, redemption, the hero, the villain, survival against the odds, the importance of honour and self-respect, and the mission to uphold religious and moral values – grand themes that Hollywood generally leaves to the now rarely produced epic. The characterizations in Indian films are often based on archetypes of good and evil. Here are some examples of this binary opposition in Indian film: GOODEVIL HeroineVamp HeroVillain Indian societyWesternisation MoneyPoverty Love Loneliness Ever Indian film shows a struggle between at least one set of these oppositions above. Independence films had tended to deal with the confrontation of Western culture with Indian tradition. Westernization was seen as an aspect of colonialism. Western values were considered inimical and threatening to Indian familial social tradition. Villains tended to wear western clothes; westernized women were seen as vamps. In the hero versus villain situation, it was always the villain who was westernized and therefore, depraved and perverse. The Indian tradition was seen as being liberating and also the sole repository of moral and social values. Costumes & Setting Other key contributors to Indian film are the set and costume designs. There is a huge demand for exciting, colourful action scenes as this has great appeal for the young male audience. This is also how the handful of set and costume designers work. In the Bollywood movie, set design can range from the rickety and make-shift to the elaborate and lavish. Costume design has always been important but never as much as in today’s culture of glamour and beauty. Bollywood designers have become so trendy that many create clothes for exclusive weddings of the ultra rich as a side line. The unique style of Indian cinema is explored through an analysis of the mis-en-scene of the film itself–the locations, the sets and costumes–and shows how they, along with the song and dance sequences, construct the ‘look’ and meaning of a film. Use of hairstyles and make-up is examined in the context of  representations of the body in order to explore changing ideas of beauty and sexuality within the film genre. Conclusion From this essay I can conclude that Indian film is very different from that of American or European films in many ways. Some of these being: *Indian cinema is more socially challenging than American cinema *Indian film delivers messages about how Indian people should live their lives *Indian cinema treats women as objects inferior to men *Women are stereotyped either good or bad ( heroine or tramp) *Indian cinema always has romance *Indian cinema does not use spectactular specil effects *Indian cinema does not include any sexual relations *Indian cinema focuses around song and dance Eventually, Americans and British alike can begin to appreciate a more intellectual type of film such as the films popular in India. We need to learn to be willing to open our minds to new possibilities and new ideas. Once we are willing to think for ourselves occasionally, Hollywood can stand out as the film capitol it supposedly is While Indian cinema is unique to Indian culture and history, its energetic style, the emotional appeal of its themes, the glamorous lifestyles portrayed, the enduring melodies and lush settings, all contribute to its increasing popularity worldwide.

Basic Concepts and Techniques of Human Resources Term Paper

Basic Concepts and Techniques of Human Resources - Term Paper Example KFC restaurants provide several fried and non-fried chicken foods such as sandwiches, chicken strips and several other delicious products. Besides, it also offers variety of additional items which are best fitted in terms of local food preferences of customers (Yum! Brands, 2011). In the year 1997, PepsiCo acquired KFC along with other two brands namely Taco Bell and Pizza Hut renaming the acquired group as Tricon Global Restaurants. In the year 2002, the Tricon Global Restaurants was again renamed as Yum Brands, Inc collectively (KFC, 2011). Purpose of the Paper This paper provides a brief description of the job role of a restaurant manager in KFC. The objective of the paper is to develop a training program for the recruiting the most suitable restaurant manager in KFC. In this regards, it undertakes the aspects such as major tasks, major specifications and job standards of the restaurant manager in KFC. Furthermore, each step of the training program has been described in the paper along with the requisite activities that needs to be performed. Strengths and Weaknesses of KFC The major strength of KFC is its brand identity. KFC is known all over the world and enjoy a strong brand reputation of fast food restaurant services. KFC’s other strength in the international market is its attractive menu offerings which acts as its competitive advantage. However, the major disadvantage of KFC can be identified in terms of the frequent conflicts in work culture with its parent company PepsiCo. It is in this context that the conflicting cultures of both brands tend to have a substantial impact on the performance of the employees. The cultural conflict is also considered as a hindrance while entering into other foreign markets. Besides, the company has been identified to have a record of weak performance with respect to franchisee business (Scribd Inc., 2012). Scope and Size of KFC The scope of KFC as a restaurant business is quite high as the products of the compan y are increasingly desired by numerous people globally. Data collected during the year 2006 suggests that above one billion units of ‘finger lickin’ chickens were served by KFC per annum in almost 80 nations (Yum! Brands, 2011). In the year 2010, the number of employees in KFC was almost 455,000 internationally (Yum! Brands, 2011). Furthermore, KFC has been identified to have made a tremendous progress in the developing nations including China and India. KFC is also leveraging its assets for developing additions to its menus. The sales growth figure in countries where KFC operates is also impressive indicating a significant scope of success. In the year 2010, KFC had generated almost US$ 14.7 billion excluding the United States market. With more number of outlets internationally, the sales figure of KFC is expected to increase considerably in the future (Chancey, 2012). Section 2 Job Analysis Job analysis is a vital process for determining the sole functions of a partic ular job. Job analysis is supposed to be the fundamental aspect for human resource management activities where development of training program necessitates a complete investigation of the job. It is in this context that KFC has engaged numerous managers for several tasks which can range from area managers and assistant managers to trainee managers and restaurant managers. The restaurant manager is liable for the overall operation of the allocated restaurant. The major

Failure of Real-Time Online Facility Assignment

Failure of Real-Time Online Facility - Assignment Example These major changes and other significant measures require a complete devotion and perfect dedication from the management, administrative department and particularly the Information Technology department to stabilize the performance of our online school and take our pride from good to best in the online school (Linda 1995). Everybody was appreciating and praising the performance of our online school before the advancement of technology introduced by our one of the closest competitor in the online school sector. Ever since this improvement has been presented by the competing firm, a steep decline has been observed in the size and magnitude of the market share of our online school. Profits have stuck somewhere, lowering from 8% to 5.5%. Faculty turnover ratio has increased substantially from 4% per annum to somewhat 16% annum. Increased customer complaints received more than 6% from the previous period. Things are pointing a major problem in our processes and demanding a significant solution to overcome that problem. What actually is that problem? How is it showing its effects and implications on the management and other departments of the business? What are the possible remedies to rescue? What would be the consequences of this operation clean sweep? Who is going to gain and who is going to lose? These all critical questions will be probed in the following discussion. Since the inception, the main focus of our online school has remained on providing the education to our students in a virtually â€Å"real-time† online environment. Students always liked and valued this methodology of teaching as it provided them the core benefits that they always needed. This methodology provided the students with an opportunity to interact with their tutors and mentors live on our online web portal, group forum and other live chat and discussion platforms. This helped the students in tackling with their study curriculum related issues with their tutors and share their problems in an online streaming session conducted via our live web portal.

Importance of quality of services and customer satisfaction in the Dissertation

Importance of quality of services and customer satisfaction in the telecommunication sector in developed and emerging economies - Dissertation Example The data so collected are complied and put to statistical analysis and presented in the form of graphs and charts. This is in the form of both qualitative and quantitative findings. Based on the findings, suitable recommendations are developed for businesses. Finally a brief summary of the project is provided in the form of conclusion which highlights the crucial and critical factors analysed in the study. Introduction Quality is regarded as one of the key factors in creating worth and also in influencing the satisfaction of customers. This is particularly true for the telecommunications sector. Faced with cut throat competition, the telecommunications industry has been regarding customer satisfaction as a necessity for surviving in the market. With the dramatic entry of a large number of new service providers in this sector offering a wide variety of product and services the need to compete with each other have caused them to ensure optimal satisfaction of customers in terms of thei r products and services. It is also seen that at the same time consumers have also become well equipped with the necessary knowledge regarding quality of services provided by service providers. Awareness among customers, coupled with stiff competition in the telecom industry has emerged as the most crucial factors for the provision of superior quality of services towards customers. According to the words of Philip Kotler, the level of satisfaction bears a direct relation between the perceived and expected performance of the product. If the performance of the product matches with the expectation of customers, customers are said to remain satisfied. When the product’s performance exceeds the... This research will begin with the statement that quality is regarded as one of the key factors in creating worth and also in influencing the satisfaction of customers. This is particularly true for the telecommunications sector. Faced with cut throat competition, the telecommunications industry has been regarding customer satisfaction as a necessity for surviving in the market. With the dramatic entry of a large number of new service providers in this sector offering a wide variety of product and services the need to compete with each other have caused them to ensure optimal satisfaction of customers in terms of their products and services. It is also seen that at the same time consumers have also become well equipped with the necessary knowledge regarding quality of services provided by service providers. Awareness among customers, coupled with stiff competition in the telecom industry has emerged as the most crucial factors for the provision of superior quality of services towards customers. According to the words of Philip Kotler, the level of satisfaction bears a direct relation between the perceived and expected performance of the product. If the performance of the product matches with the expectation of customers, customers are said to remain satisfied. When the product’s performance exceeds the expectation of customers, they remain highly delighted or satisfied; while, on the other hand a products’ performance falling short of customer’s expectations creates a highly dissatisfied customer.

Does radio have a future A historical perspective Essay

Does radio have a future A historical perspective - Essay Example The next decade saw several radio experimenters building their own radio receivers and by the evening of November 2, 1920, Westinghouse has launched KDKA as the first commercially licensed radio station (Encyclop?diaBritannica, 2011). From 1920 onward phenomenal successes were made in radio technology and broadcasting through research activities in Europe, North America, and Asia. The phenomenal success in the art and science of radio has greatly influenced human activities ranging from politics, economics, culture, and religion (NationalMuseumofAmericanHistory, 1933; BBC, 1940; Saul, 2009). However, recent advances in science and technology offers the same if not better means of communications that the radio offers. For instance, the internet offers better and more glamorous means of advertisement and communicating then the radio. With the presence of these technologies, one could not help but ask: does the radio have a future? The article seeks to answer this question from a histor ical perspective. History of the radio The radio has come a long way. Its journey to its present status differs in different societies. Different rules and regulations govern radio broadcasting in different countries. Even it development differs. Thus the history of radio and radio broadcasting will be explored under different countries. Radio and radio broadcasting in the United States Reginald Fessenden, a Canadian working in the United States, developed the first known radio program in the United States. With the use of Alexanderson’s Alternator in his experimental station at Brant Rock, Mass., on Christmas Eve, 1906 he succeeded in transmitting the first radio program over several hundred miles. Many experimental stations subsequently sprang up following the relaxation of the military restriction of radio at the end of World War I. Most of these early radio stations were operated by individuals who pursued radio broadcasting as a hobby. As the number of people who want to hear music from the â€Å"air† increased, the demand for radio receivers suitable for operation by the layman increased. This increase justified the establishment of stations for the sole purpose of broadcasting entertainment and information programs. On the evening of November 2, 1920, the first commercially licensed radio station, KDKA in Pittsburgh went on air with a broadcast of the returns of the Harding/Cox presidential election. Following the success of the KDKA broadcast and the musical programs that were presented on air, several radio stations were established. Indeed, by the end of 1921, a total of eight radio stations were operating the United States. The sales of radio receiving sets and component parts for use in home construction of such set boomed between 1921 and 1922. A phenomenal increase in the number of radio stations follows with 564 radio stations licensed by Nov. 1, 1922. In 1922, long-distance wire telephone lines were used to connect a radio station in New York City with one in Chicago to facilitate the broadcasting of the description of a gridiron football game. This innovation introduced a new idea, radio networking, into radio broadcasting. In 1926 the National Broadcasting Company (NBC) purchased WEAF in New York

Employment Law--Whitakers Fine Wines Limited Essay

Employment Law--Whitakers Fine Wines Limited - Essay Example Some of these mistakes include are discussed herein. Principle and application of law relating to Adam’s employment At the time of his inclusion into the firm, Adam had his job specifically spelled out for him. His job entailed overseeing general sales as a manager. This he has done effectively and is yielding positive returns. According to the Employment Rights Act 1996, before taking up a job, one is normally briefed on his or her scope of operation which to Adam was the state of Surrey. When the sales manager for the Hampshire area eventually falls sick and is not therefore able to respond to his official duties, the company must find a replacement as soon as possible and ensure that the interests of the company are upheld. Some of the known ways of filling such vacancies have been through appointing an assistant to the victim to take over his position or to request assistance from another employee of equal rank. The firm opted for the later but failed to realise that in su ch a circumstance, the solicited services are offered on an interim basis which should not always last more than three weeks (Kidner, 2013). When Collins fails to return to work by the third month, the firm ought to have found a permanent solution to his truancy (United Bank Ltd v. Akhtar [1989] IRLR 507). Adam, being a dedicated employee, does both the tasks diligently despite the fact that he is overwhelmed. When he can bear the strain no longer, he lodges a formal complaint with his bosses. This was a formal and an expected way of handling such issues. His bosses assure him that they will look into the matter and find an amicable solution sooner; this assurance however, is given verbally by an immediate boss. This, according to the Equality Act 2010, is a clear show that the firm treats its employees with a lot of negligence. An employee communicates officially with his employers over very pertinent issues of production and the best the firm does is to device mechanisms of avoidi ng claims by merely failing to respond to the letters sent to them and the responsible officer is left to give an unbinding verbal communication in response. Adam eventually develops a life threatening condition from his employment. Given the nature of the disease, it is clear that he developed it out of the frustrations he experienced out of his work place. In case of a court case, it will be very difficult to exonerate the firm since it is clear that the firm bears all the claims. After admitting responsibility of the above faults, the firm should send a formal invitation to Adam expressing regret in the maltreatment he underwent and offer him an opportunity for talks. The receipt of this letter may prompt Adam to take the case to court since it will be evidence of the laxity shown to him by his employers and an admission of culpability. Conclusion The company has shown a lot of laxity in handling its employees. Issues affecting employees is not amicably looked into and the level of negligence specifically shown to Adam’s case is unacceptable. The company risks facing serious industrial actions should the case be filed in a court of law. The firm must therefore carry out very prudent restructuring strategies to try and convince its employees that in deed it holds their interests at heart and avert any legal tussle. On Adam’s case, a great deal of mistake has taken place, the

MIS infrastructure Assignment Example | Topics and Well Written Essays - 250 words

MIS infrastructure - Assignment Example Grid computing has helped Xerox Corporation to coordinate in solving a common problem because it entails a collection of computers which is often geographically dispersed. For grid computing, an issue is broken into pieces and spread to many machines, enabling faster processing power than could happen on a single system. Devices use a percentage of their processing power is leaving more unused processing power thus putting together thousand of single computers to build a supercomputer that can handle intensive duties. The smart grid is used to bring electricity using two-way digital technology. Cloud computing assists Xerox Corporation in resource utilization and applications hosted remotely on the internet. Xerox Corporation also uses virtualized computing to create multiple efficient machines on single computing devices, where a data center is used to house MIS and related elements such as storage systems and telecommunications. Sustainable data centers help in the reduction of car bon emissions, minimizes the needed floor space and chooses a geographic location.Xerox Corporation help companies to establish their strength and weaknesses because of the performance record of the employees, revenue report among more. For Xerox, it supports the communication of the people and planning tool. The system is useful in Xerox because it helps the company perform directive marketing and promotion activities, for example, availability of customer feedback can assist the business to align business processes.

Carriage trade medicine case Study Example | Topics and Well Written Essays - 500 words

Carriage trade medicine - Case Study Example The solution of her problem lies either with the Government sponsored health care programme or the HMO package since both the plans are much cheaper than the other plans, therefore, she can afford it and pay it easily. It transpired from the above contents that the scope of health care facilities in the USA is limited and it varies from segment to segment of the income group. The decision making process is limited. Answer: After a thorough study of available health care options, she come close to engage one out of the doctors Smith, Jones, Williams and Connors in line with the criterion mentioned at Table-A. In spite of that she could not decide which option she should adopt best suited for her health care. The reason being she developed her mind to allocate 100 points as per the criteria at cited table but could get only 45 points out of it. She can have HMO affiliation or state owned health care facilities being cheaper as compared to the other available options. In fact, she wanted to have two things a) best medical facilities b) best doctors to treat her. The mentioned two can be available provided her wallet size permits her to do so which is not possible due to her low income. In my opinion she should go for state sponsored medical facilities. She considered and reconsidered the options available which includes free health care state plan wherein all contributions covered by the state, contrary to that HMO required monthly contribution from Charlotte, Plan ‘A’ requires monthly contribution 32.75 USD and Plan ‘B’ requires 41.05 USD. After a thorough study of the available health care options, she comes close to Plan ‘B’. In spite of that she could not decide which option she should adopt best suited to her health care. Answer: Yes, Charlotte should opt for the compensatory decision rule keeping in mind the manifold expenses on this count. She

Social Anomie Essay Example for Free

Social Anomie Essay Introduction This essay is going to discuss the anomie theory by trying to define it. It will then look at Durkheim’s and Merton’s view of anomie and the difference between the two. It will look at culturally defined goals and the generally acceptable modes of achieving these goals and the creation of Merton’s typology of adaption’s as to how people respond to the disjunction of goals and means to achieve such goals. This paper will then examine social anomie in South Africa; racial differences in social anomie and whether the socio economic inequalities between races help to explain these differences; the possible relations between race, social inequality and anomie. Anomie is the social instability caused by the erosion of standards and values. It is alienation and purposelessness experienced by a person or a class of persons as a result of lack of standards, values or ideals, (http://www.thefreedictionary.com/anomie-2013-09-16). The concept thus refers to the absence of clear social norms and values and to a lack of sense of social regulation. Merton focused on features of relative deprivation that cause anomie and Durkheim was interested in the link between rapid social change and social anomie, (Huschka Mau, 2006). Durkheim’s and Merton’s view of anomie. The difference between the two. Durkheim’s conceptualization of anomie is based on a general assumption about the psychological or biological nature of individual human beings. He wrote that that the human â€Å"capacity or feeling is in itself an insatiable and bottomless abyss† ( 1951: 247). From his point of view, individual happiness and wellbeing depend on the ability of society to impose external limits on the potentially limitless passions and appetites that characterise human nature in general. Human desires are left unchecked and unbounded- the individual â€Å"aspires to everything and is satisfied with nothing† (19951:21). Thus the concept of anomie is used by Durkheim to explain a variety of facts. Merton was primarily concerned with the disjunction between culturally devised goals and accepted means of achieving these ends, according to Merton’s theory it was the inability of groups to atta in socially valued goals that caused anomie (Huschka Mau, 469, 2006). Therefore Merton’s conception of anomie â€Å"refers to the lack of means to accomplish determined goals† (Tsahuridu, 2009). Merton bases his theory on sociological assumptions about human nature. Merton replaces Durkheim’s conception of insatiable passions and appetites with the assumption that human needs and desires are primarily the product of a social process that is cultural socialization (Merton, 672, 1957). Culturally defined goals and the generally acceptable modes of achieving these goals and how do people respond to the disjunction of goals and means to achieve such goals. Durkheim wrote that No living being can be happy or even exist unless his needs are sufficiently proportioned to his means. In other words, if his needs require more than can be granted, or even merely something of a different sort, they will be under continual friction and can only function painfully. Movements incapable of production without pain tend not be reproduced. Unsatisfied tendencies atrophy, and as the impulse to live is merely the result of all the rest, it is bound to weaken as others relax. (246:1951) Merton on the other hand felt that in order for a society to be socially integrative there must be a balance between aspirations and means to fulfil such aspirations and that a balance occurs as long as the individual feels that he or she is achieving the culturally desired goal by conforming to the institutionally accepted mode of doing so (Huschka Mau, 469, 2006). Merton believed that every social group invariably couples its scale of desired ends with moral or institutional regulation of permissible and required procedures for attaining these ends but also however felt that moral imperatives and regulatory norms do not necessarily coincide with technical or efficiency norms (Merton; 673, 1957). Merton firstly perceives a strain toward anomie in the relative lack of cultural emphasis on institutional norms, the established rules of the game as to say that regulate the legitimate means for obtaining success. Second, structural blockages that limit access to legitimate means for many members of society also contribute to anomic tendencies. Under such conditions, behaviour tends to be governed solely by considerations of expediency or effectiveness in obtaining the goal rather than by concern with whether or not the behaviour conforms to institutional norms (Merton; 675, 1957). Therefore people become defiant because they are blocked in their pursuit for success. Merton’s typology Merton presents an analytical typology, shown in the following table, of individual adaption’s to the discrepancy between culture and social structures. Mertons typology of individual adaptations to environmental pressures | Type of Adaptation | Cultural Goal | Institutionalized Means | I. Conformity | + | + | II. Innovation | + | –| III. Ritualism| –| + | IV. Retreatism | –| –| V. Rebellion | + | + | Note: + signifies acceptance, – signifies rejection, and + signifies rejection of prevailing goal or means and substitution of new goal or means. (Merton; 676; 1957).| These adaptations describe the kinds of social roles people adopt in response to cultural and structural pressures. Conformity, for instance, is a nondeviant adaptation where people continue to engage in legitimate occupational or educational roles despite environmental pressures toward deviant behavior. That is, the conformist accepts and strives for the cultural goal of material success (+) by following institutionalized means (+). Innovation, on the other hand, involves acceptance of the cultural goal (+) but rejection of legitimate, institutionalized means (-). Instead, the innovator moves into criminal or delinquent roles that employ illegitimate means to obtain economic success. Ritualism represents quite a different sort of departure from cultural standards than does innovation. The ritualist is an over conformist. Here, the pursuit of the dominant cultural goal of economic success is rejected or abandoned (-) and compulsive conformity to institutional norms (+) becomes an end in itself. Retreatism involves complete escape from the pressures and demands of organized society. Merton applies this adaptation to the deviant role â€Å"activities of psychotics, autists, pariahs, outcasts, vagrants, vagabonds, tramps, chronic drunkards, and drug addicts†. Rebellion, is indicated by different notation than the other adaptations. The two  ± signs show that the rebel not only rejects the goals and means of the established society but actively attempts to substitute new goals and means in their place. This adaptation refers, then, to the role behavior of political deviants, who attempt to modify greatly the existing structure of society. http://deviance.socprobs.net/Unit_3/Theory/Anomie.htm 2013-09-16 Social anomie in South Africa; racial differences in social anomie and whether the socio economic inequalities between races help to explain these differences; the possible relations between race, social inequality and anomie. Huschka and Mau’s point of departure is the same as I believe is that South Africa went through a lot during the apartheid and post apartheid regime that irrevocably resulted in anomie. Blacks (Indians, coloureds and Africans) had unequal opportunities as compared to the white man. Before 1994 South Africans had a sense of powerlessness, social conditions at the time deprived people of their freedom and limited their opportunities in the economy and in the workplace. Certain people of certain races could not trade in certain areas; certain people had to have work passes to be working in a certain area. After 1994,

Beginner Essay Example for Free

Beginner Essay Is each of the following an absolute pathname, a relative pathname, or a simple filename? a) Mile_co b) Correspond/business/milk_co c) /home/max d) /home/max/literature/promo e) .. f) Letter. 0210 2. List the commands you can use to perform these operations: a. Make your home directory the working directory b. Identify the working directory a. cd; b. pwd 3. If your working directory is /home/alex with a subdirectory named literature, give three sets of commands that you can use to create a subdirectory named classics under literature. Also give several sets of commands you can use to remove the classics directory and its contents. 4. The df utility displays all mounted filesystems along with information about each. Use the df utility with the –h (human-readable) option to answer the following questions. $ df -h Filesystem Size Used Avail Use% Mounted on /dev/hda1 1. 4G 242M 1. 1G 18% / /dev/hda3 23M 11M 10M 51% /boot /dev/hda4 1. 5G 1. 2G 222M 85% /home /dev/hda7 564M 17M 518M 4% /tmp dev/hdc1 984M 92M 842M 10% /gc1 /dev/hdc2 16G 13G 1. 9G 87% /gc2 a. How many filesystems are mounted on your Linux system? b. Which filesystem stores your home directory? c. Assuming that your answer to exercise 4a is two or more, attempt to create a hard link to a file on another filesystem. What error message do you get? What happens when you attempt to create a symbolic link to the file instead? Following are sample answers to these questions. Your answers will be different because your filesystems are different. . six; b. /dev/hda4; c. ln: creating hard link /tmp/xxx to xxx: Invalid cross-device link. No problem creating a cross-device symbolic link. 2 Answers to Even-Numbered Exercises 5. Suppose that you have a file that is linked to a file owned by another user. How can you ensure that changes to the file are no longer shared? 6. You should have read permission for the /etc/passwd file. To answer the following questions, use cat or less to display /etc/passwd. Look at the fields of information in /etc/passwd for the users on your system. . Which character is used to separate fields in /etc/passwd? b. How many fields are used to describe each user? c. How many users are on your system? d. How many different login shells are in use on your system? (Hint: Look at the last field. ) e. The second field of /etc/passwd stores user passwords in encoded form. If the password field contains an x, your system uses shadow password s and stores the encoded passwords elsewhere.

Human Resource Management: Leadership Styles

Human Resource Management: Leadership Styles In the global economy there is a competition especially in the retails sector. The customer satisfaction is a major driver for the organizational performance. The important determinant for customer satisfaction in the retail sector is about the employee attitude (Heskette et al., 1991). In the retail industry there cannot be satisfied customers when served by unhappy employers (Heskette et al., 1997). The organizational commitment of employees results in lower attrition rates and improves customer satisfaction (Marshall et al., 2001). One of the key determinants to employee attitude is attitude and leadership style of the immediate supervisor. Some of the leadership styles prevail upon the employees resulting job satisfaction and organizational commitment. Human Resource Management Human Resource Management (HRM) plays a vital role in all organizations management. The importance of Human Resource Management is to increase the productivity form manpower resources day by day and it became a factor in the organizational strategic management. It gradually increases the human capital and organizational performance by managing them effectively (Delaney et al., 1997). The HRM must attract the well trained and skilful employees, training; provide guidelines to improve the efficiency of the work force and organization. The title human resource management has been generally known from the past ten or fifteen years. Even, the term is commonly used as personnel management. Dessler (1991) defined that there is no discrimination among personnel management and Human Resource Management and found that final as current extended adaptation of traditional personnel management because of the technological existence in work place changed social values. Torrington and Hall (1998) argued that the personnel management and the Human Resource Management are different because he divided the personnel management based on workforce center and HRM based on manpower resources. Guest (1987) concept on HRM is that human resource management is the alter not an alternative to the personnel management but it particularly concentrated on some elements of workers such as employee flexibility, commitment, integration and quality. But here is no any exact define for human resource management and so many definitions are existed Armstrong (1995) described HRM is a strategic and logical practice of the organizational management and its a main valuable asset. And HRM is used as employees participate as individual and also jointly to contribute their work to achieve particular organizational goals. The Importance of HR as a Source of Competitive Advantage Today, organizations considered that the human resources are the most valuable assets for competitive advantage and to sustain in a long time in the business. Many of work force assets are theoretically reviewed as resource based view (RBV) by (Barney, 1986, 1991, 1995). The (RBV) theory realized instead of build up a competitive advantage, they should shift to generate resource such an approach that the approach no one can imitate their style, rare, and no one can be substitute. But Pfeffer (1994), Barney (1986, 1991, 1995), Youndt and Wright (1996), Snell, Wright and McMahan (1992) are disagreed with the above statements the reason is that the history proved that the competitive advantage is frequently possible to imitate. And the organizational human resources can effectively influence and existence of the competitive advantage. The organizations RBV theoretical process is followed by the strategic management field. RBV revealed that the attributes and resources of an organization very essential for effective competitive advantage than organizational formation and also competition from rival firm (Barney, 1997). Resources are defined as an organization search and implement its strategies by using tangible as well intangible assets. (Barney, 2001). The above definition consists of all the organizational, financial, physical, human resources. Pisano and Shuen (1997) Barney (1991) and Teece have summarized that suppose a resource might measured a source to continue competitive advantage. So this assumption required some factors such as valuable resources, uncommon, incomparable and non replaceable. Organizations can obtain value form, natural resources economies and technologies, But RBV was not agreed because those resources are easily available to everyone and everywhere so anyone can imitate from anyone, whi lst defined human resources are the group of human resources under the organizations direction in straight employee relations (Wright McMahan, 1992) can become competitive advantage to the organization from their competitors. Initially this process adds value to the organizations productivity. The result would be positive by the contribution of the employees as a pool. Generally the inputs of the all employee are not equal so the outputs in the market are limited. So these kinds of resources cannot be easily imitated by the other organizations. But its very difficult for firms to understand which is the correct source to adopt their competitive advantage. So, this resources are cannot be simply replaceable. The management scientist Barney (1991) argued that firms cannot gain the highest efficiency from the employees who are working in their firms due to their employees commitment is less so they are not interested to put their maximum efficiency. It was found organizations must motivate the employees by motivating them and develop their knowledge, skill set, and abilities by adopting HRM practices. Approaches of HRM Examining the importance of HR practices in organizational performance, the major activities of human resources implemented RBV method (Barney, 1991, Delery, 1998). Adopting this technique the firm may obtain the competitive advantage. Although every firm may not obtain this competitive advantage by adopt these human resource practices. But the organization can minimize the rate of attrition (Delery, 1998). Anyhow this theoretical frame work and practices can affect the organizational relations as well as the practices. HRM and firm performance. According to Huselid (1995) found the results of using the thirteen Human Resource practice on organizational performance. He found tow types methods of HR practices. The first method concerned with skills firms structures. This was based on practices to improve abilities, skills and performance of the job responsibilities of the employee. The second method was to motivate the employee. For this they were approached to understand the behavior of the employee. Therefore they focused on employee satisfaction levels toward his job. However he found significantly the both methods results effects were positive on organizational performance. Therefore the number of researchers examined and revealed the relations between the firm performance and HR practices and various approaches are adopted. Finally the HR practices helps in organizational performance to enhance skills of the employees as well as motivate them towards their role by using positive approaches (Delery Doty, 1996). Leadership Defining Leadership Hemphills (1994) defined leadership in his simple way and in a very appropriate way. For this he summarized the classical definitions as leadership is to directing his group this one sentence he summed up the basic definition and dynamics of all leadershipthe directing of group achievements. He stated that the leader is the superior and the followers are subordinates even roles are concerned. Therefore the efficient leader delivers the effective process. Though, definitely the effective leadership administers the organizational achievement and performance positively. The leadership is one of important aspect human behaviours and well studied subject in the recent times. There are several forms definitions in the literatures for the leadership. The more accepted form of definition is influence theme. The leaders who influence people are to achieve the goals and increases organisational performance. It does not translate to that leader having control over his followers to achieve the goals which leader wants to achieve. The followers emulate the leaders attitudes to achieving desired goals. The leader is expected to leader the process of planning and execution of activities to achieve the organisational goals. There is a difference between the management and leadership, the management is concerned about the short-term issues in a company, where as leaders adopt and look into broader prospective. Most of the leadership theories are emerged in organizations to achieve their organizational objectives as well as their goals. The theories are focused on behaviours, traits, controlling and circumstances(Mintzberg, 1973). However the current theories are correlation centered. Where as the co operation between the leader and followers. The trait theory and behavioral theory could not clarify the effect of the leaders on followers. , behavioural can not explain the influence of leaders on the followers not only that there is no understanding among the definitions and measurement of effective leadership. The organizations realized that the effective leadership is required to lead and survive their business in the market. The recent development in the leadership type is transformational leadership which most suitable in the contemporary times. The transformational leadership also integrates the trait, behavioral and situational approaches (Figure 1). The transformational leadership recognizes that there are some traits in the people and they can observe, developed and learnt. The leader influences the followers behaving in certain ways. The relationship between the leader and follower is dictated by various situational factors. The central them to transformational leadership is that leader behavior is not solely based on the tangible inducements, rather based on the development of followers in their interest in resulting group productivity. In specific areas like educational institutes, business, family, hospital and political organization require an energetic leadership. The energetic and dynamic leadership is ready to offer quality of service. These dynamic leaders find new ideas and creativity get in to practice. Leadership Styles The types of leadership styles considered who is a leader, says and how he directs the followers. This study used in approach of authority and decision making. However an assessment on few selected leadership styles reveals a degree of leaders accountability with his employees. Lall and Lall (1979) listed the five leadership styles as follow: Autocratic Leadership style: The current generation of employees is resistant to autocratic leadership and hence received lot of criticism from academicians. This type of leadership style is applicable in certain situations where the staff is not well trained. In some cases where staff does not respond to other forms of leadership can be dealt with autocratic leadership. The autocratic leadership should not be used in where are staff would like to contribute with their inputs and knowledge based projects. The approach of autocratic leadership style concerned with the decision making power. This leadership style doesnt obtain contribution of their followers and they always fix that the staff accept their decisions. These leaders suggest only structured and inflexible rewards but they wouldnt support performance related compensation. These leaders must not concern of followers justifications even if they took wrong decisions. They often punish their sub-ordinates and they have fixed behavior. Therefore the staff cannot feel they are the part of the organization and there will not be any correlation. So the employee cannot contribute his maximum effort. The recent generation avoids this kind of leadership style. But this leadership style work out in some critical situations when the employees are not trained well and when the subordinates are not responding to other leadership styles. However this leadership style must not use where the employees are contribute with their skills, knowledge and willingness to work. Benefit: This leadership style usually get work done . Drawback: The sub ordinates just depend on the leaders decisions and there is no participation in making decisions. The followers personal growth put in risk. Bureaucratic Leadership Style This leadership style strictly follows the policies, rules, procedures and regulations blindly. This leadership style success where the repetitive work will be done frequently. In this style if the decision making is not according to the policies and procedure then they will go for another level of decision making. This kind of leadership well exist where dealing with accounting and cash in each section. But the staff may disinterest towards their work. This is well applicable to those who have minimum skills and the performance is not up to the mark. Benefits: Here every problem contains solution instantly without any practice. Drawback: this is well organized and has a tendency to depersonalize their group. Charismatic Leadership style In this leadership style, the leader concentrates on himself and try to be a charismatic. The subordinates transformed to champions of the cause Benefits: This kind of leadership needs many followers to support the leaders views, look after his origin. Drawbacks: This leadership style has a tendency to bend towards bureaucratic leadership style. Laissez Faire Leadership style This kind of leadership style doesnt influence the subordinate by guiding and directing. These leaders make their sub ordinate to make decisions without restrictions and the followers or subordinates make their decisions. This is the current leadership style where the organizations are following. In this style the leader must aware of the knowledge of their subordinates. Here the leader assumes, the staff is trained enough, intelligent and qualified. In the organization where knowledge based for e.g. software companies employees are enjoy working their own and solving problems. However this style of leadership may not worked out where the job security is low. The group members are competitive but tere is no any guidance and direction for the group therefore it creates problems. Benefits: each and every group member get the chance to make decisions. Drawbacks: This kind of leadership makes confusion among the team members as well as the leader. Democratic Leadership styles: This kind of leadership style is a contribution leadership. Here the leaders consider their subordinates efforts while decision making. The leader educates their group regarding the activities in which they are involving. Though the team participate form the beginning to execute it. It supports the group members in any situation. This democratic leadership performs as a coaching and motivating their group members in all areas. Although the staff contribution as a role. Therefore the employee compensation and reward will be based on his performance. The democratic style of leadership is most useful if the sub-ordinates are active and active participates in making decisions. However the multi type projects need contribution from other divisions and other employees. The technology based projects require the huge support form other divisions and also they are up to date. But the problems are not appropriate for these leaders. This kind of leadership strategies are obtained from collection of group employees Finally the democratic leadership is form of a participatory leadership where the leader takes into consideration of sub-ordinates inputs while making the decisions. The staff is well informed before hand regarding about the activities they are involved and the matter concerned to them. The staff has participatory role starting from planning, design and execution. This enables the staff to effectively deal with any problems during the execution. The democratic leaders act like a coach motivating the staff and instil the team culture in the organisations. The team work results in the large volumes of work in the short period of time. The democratic leaders receive support form staff and appreciate the importance given to their inputs. The democratic leader place trust on their staff allowing to them make decisions and develop their goals. These leaders allow professional growth of their staff and encourage career growth based on their performance. The employee reward and compensation is linked to the individual performance. Benefits: the growth of individuals developed through involvement in organizations operations. Drawbacks: the leader must support the decisions according the majority of the group. Employee Job Satisfaction The job satisfaction can defined as employee total attitude towards the work organisation and working conditions. The academicians focussed on the job satisfaction when the employment became significant part of the society. In the early days academicians focussed on studying the job satisfaction in the industrial environment and job satisfaction termed as work output. However over the period time job satisfaction definition transformed to attitudes of employees towards various situational factors in the work environment (Bullock, 2003). There is a great interest in recent times about the job satisfaction of the employees. The basic reason is that people deserved to be treated with respect and fairly and the job satisfaction directly reflects the treatment. The job satisfaction shows that emotional well-being and physiological health. Secondly the job satisfaction results in the organisational commitment and performance. The management concern is about the well-being of their workforce (Aryee 2009). The organisations like to measure the job satisfaction of employees at regular intervals to gauge employees attitudes. The aspects which effect the job satisfaction are: Personal aspects: The personal aspects consist of the gender, culture, education, social, economic situations, family etc. Jon inherent Factors: These aspects consist of the supervisors, workers; skilled workers frequently want to be directed by their convict on their daily job activities. Organizational Factors: The management aspects consist of supervision, job security, remuneration, career growth opportunities and responsibilities. Their existence usually motivates the employees and gives them job satisfaction. The organizations main motive is to concentrate on job design. It facilitates to improve employee hob satisfaction and productivity. Therefore when the job satisfaction is increase the attrition rate will be decreased (castor and spector, 1987). When the organizations not satisfied the employees jobs then automatically the absenteeism increases as well the productivity decreases. Gap 1 The Causes of Employee Attitudes The major factor in employee job satisfaction is the employees attitude, that depends on the management practices, working conditions, wages, and other fringe benefits, often employees are looking for extra benefits from the employer. Then the gasp exist between the employee expectation and the employees satisfaction towards his job. The culture is also one of the important factor influences the job satisfaction of the employee. Cultural Influences Culture aspects such as beliefs, values, food habits, traditions, these are affecting the employees. The globalization of companies faces so many problems to Human Resource practitioners. Therefore the cross cultural studies could assist those organizations. (Erez, 1994; house, 1995: Triandis, 1994) and the other social factors such as individualism, collectivism, uncertainty avoidance versus risk taking, power distance, masculinity/femininity are mostly play a major role in employee job satisfaction. Gap 2 The Results of Positive or Negative Job Satisfaction The second factor is the positive or negative job satisfaction of the employee. Often the organizations believe that the organizational productivity depends up on the satisfaction of the employees. Human Resources practitioners always put their maximum effort to reduce the cost incurring in employee job satisfaction and the organizational out comes completely depends up on the employee satisfaction. Gap 3 How To Measure and Influence Employee Attitudes The 3rd Gap focuses on the measures of employee attitude and influence. But number of methods existed attitudes of the employees such as conducting interviews, surveys. Form the above methods the attitude survey method most popular and well constructed method. This method is used to understand employee attitude whether it is positive or negative. Form that, we able to understand the attitudes of the employees. Authoritarian Style Democratic Style All policies are determined by leader Strategies for goal relation determined by leader; no future direction. Leader dictates work task to team Leader is personal in his praise and critics without objective reasons. Leader maintains distance from members All policies are determined by the group Explanation of overall processes give in the beginning; technical advice sought and given Members are free to choose work companion and division of tasks Leader is objective and fact minded in praise and criticism. Leader participate in the group Source: Kurt Lewin (1943) Autocratic versus Democratic Leadership There is always a controversy between the leadership style which is effective, whether the autocratic leadership style or democratic style of leadership. Daft (1999) said the autocratic leaders are one who lean to centralize power and compel power from the particular location, controlling the rewards. The system is initiated in responding to the on going situation in some European countries in those days. A study conducted by Lewin, White, Lippitt (1939); Lippitt White (1943) on autocratic, democratic and laissez-faire a group of boys and girls under guidance various leadership styles. The outcomes revealed that the group has imitated their leaders style of leadership. Under autocratic leadership style the leaders controlled in all the situations. In this leadership style they are very directive and scarcely appraising their group members and followed by-book leadership. The authoritarian team members are did not get the opportunity to make their own decisions and they always depen d on their leaders in decision making. The democratic leadership style of leaders provides their team a lot of opportunity to express their views confidently. The team members exposed social, impulsive and participative behavior in all the situations. The laissez-faire is measured as a light-weight leadership style. Leaders are very rarely influence their team. And there is no any direction to their teams and there is no any encouragement as a democratic style. This is like a captain less ship. Shaw (1955) observed by his study that the authoritarian leadership style team members are very speed, accuracy and efficient in their views. In the other hand the satisfaction of the team leaders are high. Tannenbaum Schmidt (1973) extended the democratic vs. autocratic leadership style perception by bring out Leadership variety. Leadership and Job Satisfaction There is a relationship between the job satisfaction and leadership style of the immediate supervisor (Bass, 1985). In another study Chionk (2001) established a positive correlation between the leadership style, job satisfaction and employee commitment. The manager should leadership qualities to produce the organisational outcomes. The leadership style and vision can influence the employee job satisfaction internally as well as externally (Gaziogly and Tansel, 2006). On the contrary Chang and Lee (2005) showed that there is no significant relationship between the leadership style and job satisfaction. In general transformational leadership results in the employee willingness to organisations and desired organisational outcomes. While viewing the job satisfaction in the context of leadership there are several prediction can be derived (Bass, 1985). The transformational leadership can foster a more job satisfaction due to sense of ownership and intellectual stimulation. The transformational leader encourage in more freedom and responsibilities for their employees. The work also provides a more accomplishments and job satisfaction. The transformational leaders also encourage development of their employees, hence employees feel that their needs are also cared and carried out. While the employees who do not like the transformational leadership may feel that reward system is not good enough for them. The people who believe in management by exception feel that transformational leaders are searching for deviations and are not happy in their jobs (Solomon, 2007) The employees are more satisfied with the managers who are supportive compared managers who are critical of employees. The employ undergo stress to work with leaders who are unsupportive and show a hostile behaviour towards employees. The employees expect guidance and directions in situations where they cant make decisions. The negative leadership style results in the reduced productivity, increased turnover rate and absenteeism (Ribelin, 2003). The studies conducted by Robbins (2003) it is revealed that employees retention is higher with transactional leadership as compared transformational leadership. The transformational leadership helps employees to improve their skills increasing the job satisfaction and organisational commitment. Job Satisfaction and Retail Leadership: Hammer (1996) says that from the past two decades, the employee behaviors are changing frequently. Because of the improved multiple job opportunities the employee has the wide choices. Therefore the retention of employee is a crucial thing for the organizations (Chowdhury, 2000). This study tells what the organizations are going to practice satisfy the employee and what are the emerged theories on employee job satisfaction. But in the current business environments the money is not very important for the employees. Although the peer study revealed that the main reason for employee job satisfaction is the behavior of the manager or managers behavior. There it review that the leadership and the support or co operation of the leadership play a key role in employee job satisfaction. Then the organization must support the employees through the organizational cultures, policies that exist effective in the work place. But some studies say that the satisfaction of the employee is linked with employee job satisfaction. Where as the employee get motivated by customer satisfaction in certain environments such as retail industry and direct marketing organizations. The study explained that the job satisfaction will be resultant by five basic characteristics: Task variety, Task identity, Task significance, Autonomy Feedback. People want to have more control and meaning in their work-lives, and not just perks and benefits. Theories found in the literature which pertain to job satisfaction include: Equity theory: Mostly this theory defined that the employees can be satisfy and get motivated with their jobs when they have the healthy industrial relations among their work group. Here they must feel that every employee is same and equal. The satisfaction levels decrease when the recriminations rise among the employees. Therefore the organizations must maintain the equality among their employee. Two-Factor Theory of Job Satisfaction (Herzberg) Herzberg theory states that dissatisfaction effect on the employee satisfaction it directly results on the employee out put and productivity. Generally the employees satisfaction with their job and perform a positive result on the organizational productivity. The motivational factors that are influence on employees, such as rewards, promotions, achievements, by adding responsibilities and recognition by his skills. Value Theory: The modern theory (1997) defined that the job satisfaction is formed in daily building up the positive attitude on the employees job. Where the employee gets the opportunity and value to achieve a particular goal and also the job provides that opportunity to accomplishment of such goal, then mostly the employee feel the job satisfaction. When the employee finds the organization go against to the employee regarding his role so the dissatisfaction of the employee may occur. Social Information Procession Model This model recommends that the co employees attitudes and behaviors result on the job satisfaction of the employee. Therefore where the employee surrounded the people who have positive attitudes and views regarding the opportunities which the organization provides and never bother about job security then automatically the employee satisfy with his current job. So the co employees attitudes and motivation effect the other employees. QUESTIONNAIRE The satisfaction of my job is Excellent b. Good c. Average d. Poor I am provided the resources by my organization to perform are Excellent b. Good c. Average d. Poor Working conditions are good and safe Excellent b. Good c. Average d. Poor The organization formed the clear cut goals to achieved by the team members. Excellent b. Good c. Average d. Poor The motivation of my team leader Excellent b. Good c. Average d. Poor My team leader communicates me regarding my job responsibilities Excellent b. Good c. Average d. Poor The company help me to identify my strengths and weaknesses Excellent b. Good c. Average d. Poor The opportunity provided by our company to try innovative things Excellent b. Good c. Average d. Poor The value of my views and participations in our organization is Excellent b. Good c. Average d. Poor The level of facilities which our organizational structure practices to enhance effective accomplishment of tasks is Excellent b. Good c. Average d. Poor The environment which the management provide me is Excellent b. Good c. Average d. Poor The satisfaction of the policies adopted by our organization is Excellent b. Good c. Average d. Poor The respect of team members ideas and opinions is Excellent b. Good c. Average d. Poor Consumer Buying Decisions: Product Attributes Consumer Buying Decisions: Product Attributes In this research, instant coffee purchasing is selected to study the buying decision of consumers. Three blind taste tests are experimented and proofing that participant tended to choose the popular brand of coffee. Surprisingly, people made different choices in each of the test. The result tells us that without knowing the brand name, their buying decisions are different when comparing with knowing the brand name. In conclusion, brand has a strong influence in consumers decisions. To better understand the blind taste tests, we executed a questionnaire survey immediately. As a result, the survey tells us taste is the most important factor in affecting their buying decisions whereas their second consideration would be price, brand, and influenced by advertisement. This giving an idea that except for the brand and taste, there are many factors should affecting the consumers buying decision. Contents 1. Introduction 1 2. Literature Review 2 2.1. Brand name 2 2.2. Brand Image 4 2.3. Linking brands to consumer perceptions of product 5 2.4. Consumer buying behavior and decision making 6 2.5. Customer satisfaction and loyalty 9 2.6. Product attributes 10 3. Research Methodology 12 3.1. Pilot study 15 4. Findings and discussions 16 4.1. Participants 16 4.2. Relationship of brand, taste and decision 17 4.3. Post-tests evaluation 20 4.4. Buying behavior 23 4.5. Discussions 26 5. Conclusion 28 5.1. Recommendations 28 5.2. Conclusion 29 6. References 30 7. Appendix 33 7.1. Annex: The Blind Test and Questionnaire 33 Keywords Branding, Brand image, Brand equity, Consumer buying behavior, Consumer buying decision, Customer satisfaction and loyalty, Product attributes Introduction Over the past few decades, a considerable number of studies have been made on the relationship of branding and consumer buying behavior (Fournier, 1994; Keon, 1983), i.e. how the consumer buying behavior affected by branding. Many companies devote lots of money and manpower to build up images for their brands. That is the reason why many studies have focused on this field. In this research will be figured out which factor, brand name or product attributes, plays a critical role in affecting consumer buying decision. In the economists normal approach, price is used as the main tool to explain the consumer buying behavior (Becker, 1996). We carry out blind taste tests and also conduct a questionnaire to find out the impact of branding on consumers preferences.. Literature Review This literature review is going to analysis what has been done in investigating the relationship among brand, consumer buying decision and product attributes. Such information will be digested and modified to be applied to instant coffee purchasing in the Hong Kong market. Brand name In recognition of the growing coffee culture that is sweeping Hong Kong, different tastes of coffee have been rolled out on the market. For example, Nescafe has newly released a new series of coffee Latte in which the image is totally different from the original Nescafe coffee. Old Town coffee has introduced a new series called white coffee. Why do they give new brand names for the new products? Why do they have different images? Is there any advantage for them to do so? According to Armstrong and Kotler (1999), brands can be described as a name, term, sign, symbol, or design, or a combination of these, which identifies the maker or seller of a product or service. Later, Olins (2000) gives a supplement to the definition of brand. He suggests that brand is a device that helps differentiating products from different sellers, without clear branding, in some fields, we literally could not tell one product or service from another. By using brand names, consumers can easily distinguish products from different sellers. Brand Image In the words of Keller (1998), marketers can build up an image for the product to draw customers attention so as to induce more sales (Keller, 1998). Randall (1997) says Brand image is the whole image of the brand existing in the minds of consumers. It is the total information that the consumers have received about the brand. Some scholars think that the brand image can influence consumers buying decisions. Furthermore, Ogilvy (1983) suggests that consumers do not buy products; rather they buy products with a personality. Ogilvy (1983) also suggests the fact that a brand can have a personality or image reflecting that people not only want the basic function offered by the product, but also psychological benefits. If a brand image matches with an individuals image, he/she will purchase that product and may stick to that brand in future (brand loyalty) (Levine, 2003). From the above statements, it seems that consumers are concerned more about the brand image rather than product attribu tes. In the research, we will use the product of instant coffee to test the validity of the above statements. After reviewing the sections of 2.1 and 2.2, we can say that there is an intimate relationship among brand name, brand image and the consumers. Linking brands to consumer perceptions of product In the research, we will investigate how consumers make buying decisions. Perception of a product is crucial in making the buying decision; therefore, it is necessary to find the linkage between brand and consumer perceptions. Olins (2000) suggests that people can have a relationship with a brand: they have an immense emotional content and inspire loyalty beyond reason. Besides, Keller (1998) suggests that what distinguishes a brand from its unbranded commodity is the sum of consumers perceptions and feelings about the products attributes and performance, brand name and what it stands for and the company associated with the brand. In the past, there were only a few instant coffee brands available in the market. In recent yeas, a lot of new instant coffee brands appear in the market, such as Indocafe and Old Town coffee. The traditional branding strategy which has emphasized on product offerings and associated functional and utilitarian benefits is no longer workable in the market. People are now paying more attention to the brand (Levine, 2003). Therefore, it is no wonder many companies create a strong and distinctive brand image for their products so as to differentiate himself from other competitors (Keller, 1998). Advertising is widely used by the companies to build up a brand image. In Hong Kong, many coffee brands have been advertised on TV and in magazine, such as Maxwell house, Nescafe and Mr. Brown. Most studies have found that there are inter-relationships among brand, advertisement and consumers buying decisions (MacKenzie et al., 1986). Besides, that the affective and cognitive-based attitudes towar ds the brand can affect the consumers buying decisions (Homer et al., 1992). Advertising is the primary device used to build the image of a brand and most of the customers usually rely on advertising messages when they make an infrequent purchase for an unfamiliar product (Dowling, 2001).Well-established brands attract increased preference and usage (East, 1997), produce greater emotional ties (Biel, 1993), and boost trust and loyalty (Fournier, 1994). If the statement is true, it indicates that customers perception of products derive from marketing effort such as brand images and brand differentiation in addition to the physical characteristics of the product. What about the product quality? Can product quality influence the perception of product? Consumer buying behavior and decision making In our study, consumer buying decision is our key focus. We will focus on how the consumers make their buying decisions in purchasing instant coffee. We want to know which factors, brand or product attributes, influences most in the process of buying decision making of consumers. Therefore, we must understand the consumer buying behavior and how they make the buying decisions. In the past, consumers were more concerned with a products function- efficiency, reliability, value-for-money, durability and convenience todays customers are prepared to pay more for a stylish product as they become more affluent and visually sophisticated (Henley Centre, 1989). It is no wonder companies put much effort on packaging, product design and advertising. In the words of Bayley (1989), the ambience, the layers of imagery, the texture, the decoding- all of these are vested interests leading to the only rationale: a purchase. Consumer buying behavior refers to the buying behavior of final consumers, individuals and households who buy goods and services for personal consumption (Armstrong et al., 1999). Consumers have to make decisions when there is more than one choice. However, how do the consumers make their buying decisions? Foxall (1980) suggests that consumers will make the buying decisions according to perception, personality, motivation and attitudes. He says that consumer behavior is a process of learning and it depends on how you perceive the product. The process is modified according to the customers past experience and the objectives he or she has set (Foxall, 1980). Besides, Foxall (1980) also suggests that consumers personality and self-image is important in studying consumer buying decision as he believes that consumers only choose products that are consistent with their perceptions of themselves. By using Foxalls (1980) idea, it is not difficult to understand the relationship between brand and consumer buying decision. Once the brand image and consumers image is matched, consumer will purchase that product. Besides, Foxall (1980) also claimed that consumer buying decision is motivated by something more than awareness. It depends on the consumers needs and drives, his tastes and aspirations, plus his attitudes, personality and social environment (Foxall, 1980). Furthermore, Foxall (1980) says that attitudes and buying decision are related and each may influence the other, however, they are not always entirely consistent. Customer satisfaction and loyalty Although our key focus of the research is how the consumers make buying decisions in purchasing coffee, customer satisfaction will also be investigated. In our study, satisfaction refers to the situation when consumers expectations are matched by perceived performance (Blackwell et al., 2001). After purchasing a product, consumers will have a post-purchase evaluation (Foxall, 1980). Consumers will continue to purchase the product if they are satisfied with it. It is called loyalty. Sometimes, they may recommend it to their relatives and friends. In the research, the blind tests will be used to find out how the consumers perceive the product, that is, to see if consumers can recognize the taste of the brand that they have chosen. Previous study has found that customer satisfaction has a positive effect on loyalty and they will repurchase the product again (Oliver, 1997; Mittal et al., 2001). If the consumers are satisfied with the taste of coffee in the blind tests but it is not the brand the consumers used to buy, we can say that brand influences consumers much and the consumers only loyal to the brand but not the product itself. Product attributes According to Armstrong and Kotler (1999), product attributes can be defined as something that can deliver the benefits offered by the product and can add value to the customers. In the words of Keller (1998), product attributes are the ingredients necessary for performing the product or service function sought by consumers. They refer to a products physical composition and are what determine the nature and level of product performance (Keller, 1998). It can be further characterized according to important and optional features, either necessary for a product to work or for allowing customization and more versatile personalized usage (Keller, 1998). In the research, we will focus on the study of instant coffee and we will regard taste as the most important attributes of coffee. Some studies have carried out in which consumers perceive the products they buy and the brands they regularly choose. Taste is used to determine the effect of brand identification on consumers reactions to and evaluations of products (Allison Uhl, 1964; Makens, 1961). The studies conclude that Participants in general did not appear to be able to discern the taste differences among the various brands, but apparently labels and their associations did influence their evaluations. To sum up the literature review, many studies (Allison Uhl, 1964; Keon, 1983; Makens, 1961) have shown that consumers are influenced by branding. However, to what extent will the consumers make their buying decisions according to product attributes? The research will find out the answer. Research Methodology I used the technique of triangulation (White, 2000) in my research in which two techniques, blind taste test and questionnaire, were used. Before conducting the actual survey, I randomly selected 82 people outside a supermarket in Kowloon Bay, Hong Kong and asked them if they had the habit of buying instant coffee. 39 of them stated that they buy instant coffee regularly but 18 of them said that they do not drink instant coffee. In the 39 people, 33 (84.6%) of them said that they usually buy Nestlà ©s instant coffee, Nescafe. 4 (10.3%) of them buy Maxwell House instant coffee and 2 (5.1%) of them buy Old Town instant coffee. I invited the 33 Nescafe instant coffee buyers to do the blind taste test and questionnaire as they were the majority (84.6%) of the respondents. I believed choosing Nescafe instant coffee buyers to be the sample was more representative as they represent the majority of the coffee drinkers that I have asked. However, only 30 of them agreed to participate in the test. The 30 Nescafe instant coffee buyers were my sample population. The sample consisted of 8 males and 22 females who have the habit of buying instant coffee on their own. The blind taste test was carried out in order to find out how the consumers choose coffee. The test was divided into three parts and each part would have 10 participants. In the three blind taste tests, Tsit Wing instant coffee (TW), Maxwell House instant coffee (MH) and Nescafe instant coffee (NC) were used. I chose the three coffees as their price is more or less the same. Every participant had tried the Tsit Wing instant coffee (TW), Maxwell House instant coffee (MH) and Nescafe instant coffee (NC) before. In Test A, three cups of different coffee were given without brand labels. NC was the brand that the sample population used to buy. The participants were asked to taste the coffee and choose one that they would purchase. The data collected in the Test A would serve as a base reference. If the participants like the taste of NC, they will also choose the NC in the test. In Test B, three different cups of coffee were given. Each cup of coffee had a label showing the brand of coffee. The aim of the Test B was to see if there was any difference between Test A and Test B. If they really like the taste of NC, the results in the Test A and B would be consistent. If the results in the two tests are not consistent, it shows that brand influence consumers decision. Test C was carried out to determine if the consumer buying decision was independent of the brand name. The Test C was the same as Test B, except the name of the coffee brand were labeled wrongly. I labeled the cup of MH as TW, the cup of TW as NC and the cup of NC as MH. By comparing with the result obtained in the three tests, we hoped to find out which factors, brand or taste, has a greater influence on the consumers. If the data obtained in the Test A does not match with the data obtained in the Test B, it tells that brand has an influence on consumers decisions. The reason is in Test A, the participants only know the taste of the coffee and they can only choose the coffee according to the taste of coffee. In Test B, however, the participants know both the taste and brand. If their decisions are different, that means the brand affects their buying behavior. For the Test C, the three different coffees were used again. However, their brand names were labeled wrongly this time. Comparing the result obtained in this test to that of in the Test B, if the result has a big difference, that means the brand has a greater influence than the taste on the decision of participants. Besides, questionnaire (Annex 7.1) was also used to obtain data. The questionnaire, used immediately after the blind taste tests, consisted of five questions with choices given. Pilot study The pilot study made me realize that what I need is to observe their buying behavior which cannot be asked but observed. Therefore, I decided to do the blind taste tests and questionnaire instead of doing an interview which allowed me to focus on measuring the influence of brand and taste on the consumers decisions. Afterwards, I decided to carry a three blind taste tests with three groups of people. I enjoy to take this chance tend to do all blind taste test is they will remember the taste of the coffee in the test, and finally affect their choice in the next following tests. Findings and discussions Participants Of the total number of 30 respondents, 8 (26.7%) were males and 22 (73.3%) were females. All of them were NC consumers. The result is shown in Table 4 .1. More than a half people had 1 to 3 years NC purchasing experience and 70% of them had at least 1 year purchasing experience. From the data, we can assume that some participants are experienced in purchasing instant coffee and the results obtained from them are valuable to discuss and analyze. Relationship of brand, taste and decision In the research, blind taste tests were used to find out how the consumer made decisions regarding brand and taste in purchasing instant coffee. Three tests were carried out. In each test, participants were given three cups of different coffee. In Test A, three cups of coffee without brand name were given. In Test B, brand name was given to each cup of coffee. In Test C, brand names were given but placed wrongly on each coffee. In Test A, three cups of coffee without label were given to participants to taste. Surprisingly, the result was not consistent with our expectation. In other words, taste was the only reason for their choices in the Test A. The result told us that without knowing the brand name, their preferences were different when comparing with knowing the brand name. In this test, the result was changed because the participants knew the brand name when comparing with the result of the Test A. There was a 30% increase in the NC and a 30% decrease in the MH. The data showed that the brand really influenced participants when deciding the coffee. In Test C, the participants had to taste three cups of different coffee in which the brand labels were placed wrongly. The result was very close to that of Test A. That means they chose as if just chose by the taste only. It gave us a hint that with a different label on the cups, their choices were different. What we can conclude is that the brand plays an important role in affecting buying decision of participants. Post-tests evaluation After the three blind taste tests, the participants in Test A and C were told about the correct branding of the coffee they had tried. All the participants were asked if they would continue to purchase the NC after trying the tests. Only 30% of the participants would firmly say yes. Half of them had a second thought of their decisions. It told us that they started to think about their perceptions of NC coffee. It implies that the participants will also consider the taste when purchasing instant coffee. Participants were asked to choose one coffee to recommend to their friends after trying the blind taste tests. The result was shown in Table 4 .6. The result was very interesting that about half of them recommend NC to their friends while another half suggested MH, was most people voted due to the taste in the Test A. It implies that branding and taste also have a strong influence in consumers buying behavior. Participants were asked if they were satisfied with the NC. Before the blind taste test, over 40% of the participants were satisfied with the NC. However, after the blind taste tests, only 17% were satisfied with it and there was 13% of participants were dissatisfied. From the result in Fig. 4 .7 and Fig. 4 .8, we can see that the participants were influenced by the blind test. We can say that beside the factors related to the products, there are some other factors may affect our buying decision. Buying behavior In the research, participants were asked immediately after the blind taste tests about how they made the buying decision when purchasing instant coffee. In the research, the participants were asked to give factors they thought were influential in making the buying decision in the questionnaire. The answers were shown in the Table 4 .9. In Fig. 4 .9, it shows the most influential factor affecting buying decision. 63% of the participants regard Taste was the most influential (Table 8.1), 13% voted for Influenced by advertisement, 10% for Brand image, 7% for Price and 7% for Word-of-mouth. Nobody voted for brand in the questionnaire. Comparing to the results obtained in the blind tests, the results were inconsistent. In the blind tests, it was found that the influence of the brand was greater than the influence of the taste. In Fig. 4 .10, it shows the top three influential factors affecting buying decision regarding to instant coffee purchasing. Nearly one-third of the whole population voted for the Taste, the second one was Price (20%) and the third were Brand (13.3%) and Influenced by advertisement (13.3%). The Fig. 4 .10 shows that Price is also an important factor in making the buying decision. The data gives us an idea that beside brand and taste, there are many factors should be considered in making the buying decision. Discussions According to the three blind taste tests and the questionnaires done by the participants, we can see that the brand influence was strong to the participants. In the Test A, participants did not know the brand but the taste. They chose the coffee according to the taste. More than 50% of the NC buyers chose MH. However, when the brands were labeled on each cup of coffee in Test B, 50% of the NC buyers choose NC. In Test C, three cups of coffee were given with the wrong brand labels, the result showed that participants tend to choose coffee according to the brand name as 60% of the NC buyers chose MH which was labeled with a NC label. The three test results indicate that brand affects consumers decisions and which is supported by Olins (2000) and Keller (1998). Olins (2000) suggests that brand helps people to differentiate products from different sellers. Besides, Keller (1998) suggests that brand is an external aspect of product and it can affect the purchase or consumption procedure. Besides, the participants were asked if they were satisfied with the NC before and after the blind taste tests, Over 40% of the participants were satisfied with NC. However, after the blind taste tests, the number of satisfied people decreased and there was 13% of participants dissatisfied with the NC. From the results, we can see that the participants were influenced by the blind test and there are some other factors may affect our preferences. As we mentioned in the literature review, consumers will buy the product again if they are satisfied with the product (Foxall, 1980). From the results, we can see that the brand influences consumer buying decisions a lot. From the data in Table 4 .9, there were 63% of participants chose Taste as the most influential. However, nobody voted brand as the most important factor. Compared that to the results obtained in the blind taste tests, in which brand had a strong influence in consumers decisions, there is a contradiction. The inconsistency shows that people do not understand what influences their behavior very well. Conclusion Recommendations The result obtained from the tests and the questionnaire is not consistent in some way. If the answers from participants are truly reflecting their preferences, the obtained result should be consistent. So we should not trust the result given from the research and we should be critical in reading other research data in the future. Furthermore, if it is feasible, we may observe their actual buying behavior after trying the blind taste tests over a period of time in order to get an accurate result. Conclusion In this research, we carry out three blind taste tests and find out that participants tended to choose coffee according to the brand name. 60% of one of the instant coffee brand supporters chose another brand of coffee which is wrongly labeled as their favorite coffee brand by me. Surprisingly, 80% of them do not choose their favorite coffee brand in another test when the labels are gone. The only factor which affects their decisions if the labels are gone is the taste of the coffee. In other words, taste is the only reason for their choices if no labels are provided. The result tells us that without knowing the brand name, their buying decisions are different when comparing with knowing the brand name. The result shows us that brand had a strong influence in consumers decisions. 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