Everything You Need to Know About Adobe

Adobe is essentially a dried mud brick, combining the natural elements of earth, water, and sun. It is an ancient building material usually made with tightly compacted sand, clay, and straw or grass mixed with moisture, formed into bricks, and naturally dried or baked in the sun without an oven or kiln. In the United States adobe is most prevalent in the hot, arid Southwest. Although the word is often used to describe an architectural style—adobe architecture—adobe is actually a building material.  Adobe bricks have been used around the world, including near the muddy river areas of ancient Egypt and the ancient architecture of the Middle East. It is used today but also found in primitive architecture: mud bricks were used even before the grand ancient stone temples of Greece and Rome. Construction methods and the composition of adobe—the recipe—vary according to climate, local customs, and the historical era. Adobes strength and resilience vary with its water content: too much water weakens the brick. Todays adobe is sometimes made with an asphalt emulsion added to help with waterproofing properties. A mixture of Portland cement and lime may also be added. In parts of Latin America, fermented cactus juice is used for waterproofing. Although the material itself is naturally unstable, an adobe wall can be load bearing, self-sustaining, and naturally energy efficient. Adobe walls are often thick, forming a natural insulation from the environmental heat that creates and sustains the material. Todays commercial adobe is sometimes kiln-dried, although purists may call these clay bricks. Traditional adobe bricks need about a month of drying in the sun before they can be used. If the brick is mechanically compressed, the adobe mixture needs less moisture and the bricks can be used almost immediately, although purists may call these compressed earth bricks. About the Word Adobe In the United States, the word adobe is said with the accent on the second syllable and the last letter pronounced, as in ah-DOE-bee. Unlike many architecture words, adobe does not originate in Greece or Italy. It is a Spanish word that does not originate in Spain. Meaning the brick, the phrase at-tuba comes from Arabic and Egyptian languages.  As Muslims migrated across northern Africa and into the Iberian Peninsula, the phrase was transformed into a Spanish word after the eighth century CE. The word entered our English language through the colonization of America by Spain after the 15th century. The word is widely used in the southwestern United States and Spanish speaking countries. Like the building material itself, the word is ancient, going back to the creation of language—derivations of the word have been seen in ancient hieroglyphics. Materials Similar to Adobe Compressed Earth Blocks (CEBs) resemble adobe, except they usually do not contain straw or asphalt, and they generally are more uniform in size and shape. When adobe is NOT formed into bricks, its called puddled adobe, and is used like the mud material in cob houses. The material is mixed and then thrown in lumps to gradually create an earthen wall, where the mixture dries in place. In the Natural Building Blog, Dr. Owen Geiger,  Director of the Geiger Research Institute of Sustainable Building, contends that Native Americans used puddled adobe before the Spanish introduced adobe brick-making methods. Preservation of Adobe Adobe is resilient if well-maintained. One of the oldest known structures in the U.S. is made from adobe bricks, the San Miguel Mission in Santa Fe, New Mexico, built between 1610–1628. Preservationists at the National Park Service of the U.S. Department of the Interior provide guidance on historic preservation, and their Preservation of Historic Adobe Buildings (Preservation Brief 5) published in August 1978 has been the gold standard for keeping this building material maintained. Constant monitoring of deterioration sources, including the breakdown of mechanical systems like leaky plumbing, is the most important part of maintaining an adobe structure. It is the nature of adobe buildings to deteriorate, we are told in Preservation Brief 5, so careful observation of subtle changes and performing maintenance on a regular basis is a policy which cannot be over emphasized. Problems usually have more than one source, but the most common are (1) poor building, design, and engineering techniques; (2) too much rainwater, ground water, or watering of surrounding vegetation; (3) wind erosion from windblown sand; (4) plants taking root or birds and insects living within the adobe walls; and (5) previous repairs with incompatible building materials. Traditional Methods of Construction To maintain historic and traditional adobe, its best to know traditional methods of construction so that repairs can be compatible. For example, true adobe bricks must be assembled with a mud mortar of properties similar to the adobe. You cant use cement mortar because its too hard  Ã¢â‚¬â€ that is, the mortars cannot be stronger than the adobe brick, according to preservationists. Foundations are often constructed of masonry red brick or stone. Adobe walls are load-bearing and thick, sometimes braced with buttresses. Roofs are usually wooden and laid flat, with horizontal rafters covered with other materials. The familiar vigas projecting through the adobe walls are really the timber parts of the roof. Traditionally, the roof was used as additional living space, which is why wooden ladders are often propped up alongside an adobe home. After the railroads enabled the transport of building materials to the American Southwest, other roof types (e.g., hipped roofs) began to appear atop adobe brick buildings. Adobe brick walls, once in place, are usually protected by applying a variety of substances. Before an exterior siding is applied, some contractors may spray on insulation for added thermal protection—a dubious practice in the long term if it allows the bricks to retain moisture. Since adobe is an ancient building method, traditional surface coatings may include substances that seem odd to us today, such as fresh animal blood. More common sidings include: mud plaster, a mixture of elements the same as the adobe brick mixturelime plaster, a mixture containing lime, which is harder than mud, but more prone to crackingwhitewash, a mixture preservationists describe as ground gypsum rock, water, and claystucco, a relatively new form of siding for naturally dried adobe bricks—cement stucco does not stick to traditional adobe bricks, so wire mesh must be used Like all architecture, construction materials and methods of building have a shelf-life. Eventually, adobe bricks, surface coverings, and/or roofing deteriorate and must be repaired. Preservationists recommend following these general rules: Unless youre a professional, dont try to fix it yourself. Patching and repairing adobe bricks, mortar, rotting or insect-ridden wood, roofs, and surfacing agents should be handled by seasoned professionals, who will know to use matching construction materials.Repair any problem sources before beginning anything else.For repairs, use the same materials and building methods that were used to build the original structure. The problems created by introducing dissimilar replacement materials may cause problems far exceeding those which deteriorated the adobe in the first place, preservationists warn. Adobe is a formed-earth material, a little stronger perhaps than the soil itself, but a material whose nature is to deteriorate. The preservation of historic adobe buildings, then, is a broader and more complex problem than most people realize. The propensity of adobe to deteriorate is a natural, ongoing process....Competent preservation and maintenance of historic adobe buildings in the American Southwest must (1) accept the adobe material and its natural deterioration, (2) understand the building as a system, and (3) understand the forces of nature which seek to return the building to its original state. — National Park Service, Preservation Brief 5 Adobe Is Not Software Since the first Earth Day, people from all walks of life have found a calling advocating for natural building methods that will help save the earth. Earth-based products are naturally sustainable—you are building with the materials that surround you—and energy efficient. The folks at Adobe is not Software are just one of many groups in the Southwest devoted to promoting the benefits of adobe construction through training. They offer hands-on workshops on both making adobe and building with adobe. Adobe is more than software even in the high-tech world of southern California. Most of the largest commercial manufacturers of adobe brick are in the American Southwest. Both Arizona Adobe Company and the San Tan AdobeCompany are located in Arizona, a state rich in the raw materials needed to manufacture the building material. New Mexico Earth Adobes has been producing traditionally made bricks since 1972. Shipping costs can be more than product costs, however, which is why architecture made with adobe is mostly found in this region. It takes thousands of adobe bricks to construct a modest-sized home. Although adobe is an ancient method of construction, most building codes tend to focus on post-industrial processes. A traditional building method like building with adobe has become non-traditional in todays world. Some organizations are trying to change that. The Earthbuilders’ Guild, Adobe in Action, and the international conference called Earth USA help keep the mixtures baking in the heat of the sun and not in ovens run by fossil fuels. Adobe in Architecture: Visual Elements Pueblo Style and Pueblo Revival: Adobe construction is most closely associated with what is called Pueblo architecture. A pueblo is in fact a community of people, a Spanish word from the Latin word populus. The Spanish settlers combined their knowledge with the terraced communities occupied by the people already living in the area, the  indigenous people of the Americas. Monterey Style and Monterey Revival: When Monterey, California was an important seaport in the early 1800s, the population centers of the new country called the United States were in the East. When New Englanders like Thomas Oliver Larkin and John Rogers Cooper moved West, they took with them ideas of home and combined them with local customs of adobe construction. Larkins 1835 home in Monterey, which set the standard for the Monterey Colonial Style, exemplifies this fact of architecture, that design is often a mixture of features from different places. Mission and Mission Revival: When the Spanish colonized the Americas, they brought the Roman Catholic religion. The Catholic-built missions became symbols of a new way in a new world. Mission San Xavier Del Bac near Tucson, Arizona was built in the 18th century, when this territory was still part of the Spanish empire. Its original adobe brick has been repaired with low-fired clay brick. Spanish Colonial and Spanish Colonial Revival: Spanish style homes in the New World are not necessarily constructed with adobe. The only true Spanish colonial homes in the United States are the ones that were built during the long Spanish occupation from the 16th to 19th centuries. Homes from the 20th and 21st centuries are said to revive the style of the Spanish homeland. However, the traditional construction of a house in the medieval town of Calataà ±azor, Spain shows how this method of construction moved from Europe to America—the stone foundation, the overhanging roof, the timber beams for support, the adobe bricks, all ultimately hidden by a surface coating that defines the architectural style. Sources Preservation of Historic Adobe Buildings, Preservation Brief 5, National Park Service Publication, August 1978, https://www.nps.gov/tps/how-to-preserve/briefs/5-adobe-buildings.htm and PDF at https://www.nps.gov/tps/how-to-preserve/preservedocs/preservation-briefs/05Preserve-Brief-Adobe.pdfSan Xavier del Bac, National Park Service, https://www.nps.gov/tuma/learn/historyculture/san-xavier-del-bac.htm and https://www.nps.gov/nr/travel/american_latino_heritage/San_Xavier_del_Bac_Mission.html [accessed February 8, 2018]A Brief History of Mission San Xavier del Bac, http://www.sanxaviermission.org/History.html [accessed February 8, 2018]Photo Credits: Adobe Pueblo in Taos, New Mexico, Rob Atkins/Getty Images; Thomas Oliver Larkin House, Ed Bierman via flickr.com, Creative Commons Attribution 2.0 Generic (CC BY 2.0); Calataà ±azor, Spain house, Cristina Arias/Getty Images (cropped); Mission San Xavier Del Bac,Robert Alexander/Getty Images (cropped)

Being A Psychiatric Therapist For Fourteen Years Essay

Having been a psychiatric therapist for fifteen years, I was stumped. Why were my clients finding it so difficult to beat depression? Was I teaching my clients the wrong things? I thought about what I was teaching them: how to talk back to negative and often really nasty self-thoughts; the importance of human connection; the essential need to seek out meaning and purpose in life; the need to toss aside, no hurl away, self-sabotaging behaviors; the vital role medication often plays. No, the problem wasn t with these things. These things were solid. I decided to ask other therapists if their clients were finding it particularly difficult to beat depression. Seriously? they said. You re really asking that? Why was depression so hard to beat? After giving the problem much thought, I had several epiphanies, which very well may have been tied to the electrical storm lighting up the blackened sky in my part of the country. These led me to write a book, If I Could Just Snap Out of It, D on t You Think I Would? A Nine-Month Plan for Smashing Depression and create a website on smashing depression. There were obstacles standing in the way of people beating their depression. And these obstacles have to do with the way people think about things. And unless the obstacles were overcome, depressed people couldn t go on to the next step. I call the fist obstacle The Brain as the Holy Grail. Ever since sixth grade science, I and all the other humans I know have been awareShow MoreRelatedMultiple Personality Disorder Essay1635 Words   |  7 Pagessuffer with it. This essay will clearly define Multiple Personality Disorder along with a detailed synopsis of the disease itself. The diagnosis, alter personalities, different treatments and views will indicate the disease is real. The American Psychiatric Association named Multiple Personality Disorder in 1994 Dissociative Disorder. 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These factors are psychological, environmental, social, and cultural. Not all of these factors play a part in every adolescent who abuses alcohol, but one of these factors is usually present. Psychological disorders have beenRead More Innocence Taken Essay1805 Words   |  8 Pagesdesire by an adult for a child, but in all actuality it is the rape of childhood innocence from our youth. As more and more people crowd into this densely populated city, pedophilia increasingly grows as a major social problem for Miami. Just over a year ago, a sophisticated â€Å"pedophile sex ring was uncovered which had multi-national ties connecting Miami with Italy, China, and England. This is why parents must be prepared in this day and age to deal with sexual child abuse, especiall y since there

Conflict and resolution Free Essays

In preparing to make this particular essay, much to my consternation I could not immediately think about a conflict that may be appropriate to nor have I found something that must be worth telling. After debating about the onerous and numerous conflicts that had already occurred in my life, there is a particular problem that I had found worth telling. It would not be amiss if I had chosen to talk about the inner turmoil that had surfaced in my life –the turmoil that is religion. We will write a custom essay sample on Conflict and resolution or any similar topic only for you Order Now Upon reaching the age of awareness and understanding, it had been a long standing question for me whether or not I would take up the religion that my parents that had adopted or to continue tradition and take up my grandparents long standing religion. The background of this familial conflict is dated when I was still small, approximately, at the age of 9 or 10. My inner turmoil then continued on when I was in my adolescent years and finally resolved when I was nearing the age of nineteen. My inner conflict, my religious affiliation, had been resolved by deciding not to just choose the two religions that were pushed to me by my elders but I have chosen to open myself up with the possibility that religious affiliations will not be the only way for me to come to terms with my faith in a Higher Being. Notice that I have used the term Higher Being? I believe it to be a wise decision especially when later I would present the main reason for it. Relating this tear-jerking experience is at some degree hard for me. It was tear-wrenching since I remembered myself crying over it a couple of times and I remembered myself frustrated and flustered with the idea. At the young age of 9 or 10, my grandmother poked around my own feelings about the change in religion that my mother, and eventually, my father had taken. Raised to an honesty policy, I found it hard to just let the topic die down with a simple affirmative answer. I confessed to them my confusion and my own conflict, since for at least 9 years of my life I had grown to know my grandparents’ religion. It was just innocent enough and maybe too naà ¯ve and unguarded. After that particular conversation, I saw my mother crying in my parents’ room. Guessing the reason why, I had come to a realization that I had put my mother in a deeper fix than she was before. My grandparents are Catholics and my mother chose another religion that my grandmother was skeptical about. This particular religion still involves worshipping God but its ways are different from that of my grandparents’. My grandmother and my mother had a row about it and eventually there was a rift between them. They were still in speaking terms but both of them had conveniently forgotten about the issue of religion. In fact, my grandmother tolerated my mother’s decision and my mother tolerated my grandmother’s opinions. This was the routine until I was about to enter high school years. It could then be seen here that my conflict started when I witnessed my mother crying over something that I had said to my grandmother. It seems that my grandmother blamed my mother for the state of confusion that I was in at that time. After the incident, I have learned a little tact and learned to curb my tongue when it comes to religious outbursts. Personally, this would have been left as is given that I was still young and playing was my main concern. But the incident has glued on to my head for a few more years. I did not anticipate that it would take a better half of my life fighting over and pretending that I believed in what both parties were telling me. Eventually, I had taken up my parents’ religion for a while and I was content at that time. But as time passed by, I became restless with the mind boggling experiences that I have witnessed. Take for example my other relatives; they began seeing my mother as a deviant and that her religious choice was highly dubitable. As an adolescent, my parents had provided me certain independence and other liberties to explore my own self. They may still have influenced me greatly but in this particular subject, they could not sway me from my convictions. I had given my parents’ religion a chance and engaged in activities that were thrust upon me. The fusses that the activities had made me forget, temporarily though, my inner turmoil. Only when I began school again that I was able to fully recover the idea from the back of my mind. During this time, my grandparents had slowly changed their opinions about my mother seeing that this change did not become destructive. But the scene kept playing in my head and it grows more vivid by the time passes by. In school, I would ask other people regarding religion and still could not find a satisfactory answer. My inquiries had taken me nowhere but deeper than I was before. It was later that Sunday service could no longer satisfy my growing need for an answer. It came to a point that I almost became an atheist, and blamed my parents for it. The redeeming factor that came into my mind was due to the pastor’s statement that God loves me regardless of what I have become. This display of unconditional love had made me realize that there is more to life than just religious affiliations. I could even remember having a heated debate with a friend regarding my opinion. It is in my strong belief that a Higher Being, regardless of who he/she is, would actually accept me for what I am. I do not think that my values and/or virtues would have a direct link with what religious affiliation that I would take. Seeing other religious people and their fervor in proving whose religion is much better only makes me shake my head in disbelief. The shock that such juvenile bickering could still ensue among adults, like my mother and grandmother, had led me to a decision that would not hurt both adults and would benefit me as a person. What is religion then? They say that religion is a certain system of belief but this definition may have been problematic still and that the problem of the definitions are still at large now (Robinson). For me, religion became a hindrance to a contented life. It made me agitated thinking that I had to choose and that I had to set myself with the restrictions and limitations that the religions have. In the end, I had chosen a path where I could actually be satisfied with. Some people would still nag me about it and some people may scorn me about it but this decision actually works in my life. It may sound too pragmatic and impermanent but this is how I could cope with after the pressures that I had. I learned here that inquiries and a degree of skepticism would not be bad especially when a decision is something that could be of great importance. Doubting should not be taken negatively but it should be embraced especially when it could help resolve things as well as finding satisfaction in decisions and how it was arrived. Works Cited Robinson, B.A. â€Å"Definitions of the Word â€Å"Religion†Ã¢â‚¬ .   2007. September 23 2007. http://www.religioustolerance.org/rel_defn.htm. How to cite Conflict and resolution, Essay examples

Brand Strategy Evaluation

Question: Discuss about the Brand Strategy Evaluation. Answer: For many decades, MultiChoice has proudly given the best in entertainment through evolving the entertainment in television. Naspers which happened to be a mass media in South Africa in collaboration with other media companies in South Africa formed an entertainment firm know as M-Net. However, in 1993, M-Net split into two groups, and one group was tasked with airing entertainment channels, the other managed signal distribution and the operations of cell phones. South Africa MultiChoice grew out of the management division. Today, MultiChoice is a video entertainment leader in the country and has a subscription of more than five million viewers. In the late 80s there was a massive campaign by M-Net to expand and operate beyond South African borders. According to one of the visions of one of its founders, it was that the company was to rank itself as an entity of Pan-Africanism. The significant milestone came when Namibia awarded a license in 1991.The other countries soon followed the pace. MultiChoice served fully after 1994 and had subscribed more than four million viewers. MultiChoice South Africa is located in Randburg. Some of the brands aired by MultiChoice are DStv, GOtv, and SuperSport. Brand equity Brand equity can be defined as the power that a product commands from the goodwill and the identity that it has earned over time which has the effect of increasing the volume of the sales and profit margins as compared to the competitors (Aaker, 2017). In another definition, brand equity is defined from the consumers point of view where it is embedded on the attitudes of the consumers regarding the positive attributes that can be derived from using a particular brand and the favorable outcomes arising from the usage of the name. (Gunelius, 2017) Key components of brand equity Brand loyalty is a long term goal and fundamental to marketing in most firms developing a brand. It is one of the criteria used for measuring the degree of attachment that a customer has towards the product. In most cases, it is a reflection of the likelihood of a customer switching to another product in cases where there are changes in the prices or features associated with the product (Aaker, 2017).DStv has for decades developed loyalty to the brand through having products that touch and satisfy the needs of different viewers. The different packages that are charged differently ensure that there is channel for every segment of customers at an affordable price and as such the customers maintain their loyalty. It is for such reasons that DStv has a million viewers across the continent. The quality of the product as perceived by the consumers is also another fundamental element. Users will always want a product that is of high quality without any alterations that would render the commodity of poor quality (@stylehatch, 2017).MultiChoice provides adamant signals that enhance quality image of the aired channels. MultiChoice ensures constant frequency of their channels which has the effect of improving quality pictures for their channels. Brand awareness among the people is crucial in brand equity. People are satisfied and always purchase a brand they are familiar with as compared to new products. DStv is a brand that is well known due to the channels that it airs. There are channels for children making it a favorite brand for most of the television viewers. However, advertisements through social media, television, and internet about DStv have contributed in increasing the awareness of the brand. Other proprietary assets associated with the product such as the patent rights, trademarks, and copyrights. MultiChoice has been active in ensuring that its brands are not copied by other competitors in the market and as such their trademarks are distinct from the competitors and also. Licensing with the relevant authorities in the countries where they operate has minimized cases of patent rights. Brand association is also another practical element for brand equity. DStv channels that air football have been associated with the major players in football leagues which have made its fame rise. In conjunction with other key sponsors of football such as Chevrolet has made MultiChoice a channel of choice for many viewers in South Africa. Internal branding Internal branding refers to a change in the culture within an organization. In such a change; employees become centered on the customers and focus more on the business. Internal branding is focused on connecting employees with the outward brand. It goes further showing employees what is expected of them in connection to the brand and ensuring that the employees live in agreement with the company mission. Internal branding goes further as a corporate philosophy in ensuring that the corporations culture and premises are brought closer to the employees as well as the clients and has the effect of making workers representatives of the values of a company (Pullig, 2008). It is fundamental that a business defines the values and mission. The values and the missions give the direction that a company follows and the employees can get identity from such missions and values. Coca-Cola has done better in defining its mission and values, and the employees have an identity with the company, and that is ensuring that quality product gets delivered and always making the customer a priority in developing its products (Hall, 2017). Internal branding entails engaging people within the organization. The internal branding encompasses employees and in most cases gets defined by the individuals and is controlled by the employees. As such it is always important for the people to get involved. Employees feedback on how they perceive the brand and seeking their recommendations in shaping and structuring a product is necessary. MultiChoice has been conducting employee surveys and focuses groups with the aim of making employees feel that they are part of ownership so as to increase workers engagement (Hall, 2017). Internal brand should have an identity and should match with the external brand. In most scenarios, the external brand is usually defined. It has its logo, colors, and a font. An internal brand should also have the same. Making a lasting impression in the minds of the employees while in their duties will help develop internal branding. In the process of designing an internal brand, it is necessary to have a single name have a connection with the external brand. When employees understand how the internal and external brands relate to each other, it helps promote integrity among employees (Hall, 2017). Communicating the strategy involved in internal branding and embedding it is another component of internal branding. Communication entails creating a connection among employees and the brand which is something that cannot be achieved in the memos and the poster. In ensuring such a connection, employees understand their roles properly, and they know that their decisions affect the brand d irectly (Hall, 2017). Finally, awarding employees who have shown exemplary efforts and recognizing outstanding employees is part of internal branding. One of the main reasons behind the collapse of internal branding is a failure to motivate employees. It is crucial to recognize employees who have performed well in their daily duties using channels that are internal. Intranet communication can be used to share the story of the successful employees (Hall, 2017). Brand elements The identity of the brand is the way people recognize the name. MultiChoice, the provider of DStv, is one of the brands that has sourced channels from other parts of the world, has been identified as the best due to the variety it offers from children all the way to the adults. The logo of DStv is unique and cannot be compared to any other logo of a different channel (Sharma, 2017). The image of the brand is the picture that people have in their minds. It also reveals their expectations of the brand. When people are watching football from a soccer channel aired through DStv, there is a real and permanent impression derived from such a channel. In the case a channel such as National Geographic it leaves a lasting image worth not forgetting about the brand (Sharma, 2017). Brand position, on the other hand, refers to how a product is ranked in the market. It mostly defines the target group being segmented. Consumers would always want to be classified with brands that are leading in the market and in this case MultiChoice has been on the front page in the world of entertainment through brands such as DStv (Sharma, 2017).MultiChoice has lately invented other brands such as GOtv so as to increase its awareness and position itself better among the competitors. Brand experience refers to the way a consumer feels when purchasing or consuming a certain product. The sense of pride associated with MultiChoice products due to the quality and the wide range of channels as compared to other brands is overwhelming for most consumers (Sharma, 2017). Brand differentiation refers to how the product gets distinguished from other products in the market. MultiChoice has packages for every consumer depending on the target audience. It is for such reasons that a brand such as DStv gets differentiated from other competing brands (Sharma, 2017). Brand communication refers to how the message gets passed to various clients through either advertisements or other channels. MultiChoice ensures that the consumers receive important updates regarding the channels they have subscribed through either the internet in their website and also through sending text messages to their esteemed clients (Sharma, 2017). A brand can be compared to a human being who has a name, vision, culture and even personality. The creator of the brand plays the role of ensuring that it is relevant to the market and also to the target group of satisfying their needs and wants (Sharma, 2017). A brand is in one dimension a way of telling the consumers what they should expect from the product. Branding is one of differentiating a product from the competitors (Sharma, 2017). Critical evaluation of the Brand Building a strategy that translates to a successful company encompasses an honest look that enables a company to see how far they have come from and what others think of them. One of the strategies is to evaluate perceptions of the brand. Reviewing the already perceptions has the effect of improving the already existing perceptions of the product creating room for innovations and product development (culture, 2017). One of the strategies that have made DStv dominate the entertainment industry for many years is the fact that, the management always reviews the perceptions so as to accommodate changes in the new generation regarding tastes and preferences. It is also necessary to know the competitors and how they differentiate themselves from the company. It is important to understand the strengths and weaknesses of competitors from the consumers perceptions. As such it helps build the profile of the enterprise and improve on the areas that are seen as ineffective and outperforming (cul ture, 2017). The process includes ranking the competitors and categorizing them in the order of competition. Exploring communication channels that are most useful to the personality of the brand is an important strategy. It entails choice of words, logos, and features of a product. The DStv logo has for decades and many generations been in the mind of the consumers through effective advertising. It is also important to screen the architecture associated with the brand. It includes the name and the logo so as to evaluate the image it has on the mind of the consumer (Keller, 2013). Branding is an important concept for any business irrespective of the size of the firm. It is through the adoption of an effective strategy that a business has a lead in competitive markets. A brand is simply the name tagged to a product that distinguishes it from other similar products in the market. In the modern world, many products are produced; it is through a branding that a commodity gets identified and has the effect of attracting consumers (Williams and more, 2017). It is a brand that a firm charges premiums that are higher after recognizing the popularity of the product in the market. References @stylehatch, S. (2017). Four Components of Brand Equity. [online] BeMoRe. Available at:https://tumblr.gobemore.com/post/30536391195/four-components-of-brand-equity [Accessed 12 Mar. 2017]. Aaker, D. (2017). Best Website on Marketing Strategy, Marketing Plan, and Marketing Management. [online] Studymarketing.org. Available at: https://www.studymarketing.org/articles/Brand_Management /Key_Elements_of_Brand_Equity.html [Accessed 12 Mar. 2017]. Aaker, D. (2017). What is Brand Equity and Why is it Valuable? | Aaker on Brands. [online] Prophet Thinking. Available at: https://www.prophet.com/thinking/2013/09 /156-what-is-brand-equity-and-why-is-it-valuable/ [Accessed 12 Mar. 2017]. culture, T. (2017). brand strategy evaluation. [Blog] Available at: https://thirdculturedi.com /branding-strategy-exploration-and-evaluation-2/ [Accessed 12 Mar. 2017]. Dall'Olmo Riley, F. (2010). Brand management. 1st ed. Los Angeles [u.a.]: SAGE. Gunelius, S. (2017). Brand Equity Basics - Part 1: What Is Brand Equity?. [online] Aytm.com. Available at: https://aytm.com/blog/research-junction/brand-equity- basics-1/ [Accessed 12 Mar. 2017]. Hall, B. (2017). 5 ways to build your internal branding strategy | Interact. [online] Interact Intranet Software. Available at: https://www.interact-intranet.com/5-ways- build-internal-branding-strategy/ [Accessed 12 Mar. 2017]. Keller, K. (2013). Strategic brand management. 1st ed. Boston: Pearson. Pullig, C. (2008). Keller Center Research Report is a Trademark owned by Baylor University . June What is Brand Equity and What Does the Branding Concept Mean to You ?. 1st ed. [ebook] Texas. Available at: https://www.baylor.edu /business_ new/kellercenter/doc.php/194253.pdf [Accessed 12 Mar. 2017]. Rice, B. (2017). [online] Available at: https://www.business2community.com/branding /5-steps-for-building-strong-brand-equity-0287#r8ezQJBiMOr4A2lm.97 [Accessed 12 Mar. 2017]. Sharma, E. (2017). 10 Branding Elements And What They Mean - Brandanew: Content Marketing Branding Services. [online] Brandanew: Content Marketing Branding Services. Available at: https://www.brandanew.co/10-branding- elements and-what-they-mean/ [Accessed 12 Mar. 2017]. Stec, C. (2017). Introduction to Brand Strategy: 7 Essentials for a Strong Company Brand.[online] Blog.hubspot.com. Available at: https://blog.hubspot.com/blog/tabid /6307/bid/31739/7-Components-That-Comprise-a-Comprehensive Brand- Strategy.aspx#sm.00151b0lu17uze4oypd1pmz9fs3vz [Accessed 12 Mar. 2017]. Williams, J. and more, R. (2017). The Basics of Branding. [online] Entrepreneur. Available at: https://www.entrepreneur.com/article/77408 [Accessed 12 Mar. 2017].

Utility Essay Example For Students

Utility Essay Utility: An Impartial and Equitable StandpointThe foundation of Utility is based on John Stuart Mill’s notion that one must strive to act in such a way to produce the greatest good of the greatest number. Utility itself relies on the responsibility of the individual to remain impartial in his endeavor to produce the greatest good, looking past such extrinsic influences that may render the individual to seek a biased sense of satisfaction. In order for Utility to function as Mill wanted it to, honest judgment and objectivity must be an essential part of one’s drive for the acquisition of the greatest good. We will write a custom essay on Utility specifically for you for only $16.38 $13.9/page Order now In order for the insistence that equity and impartiality to hold true to Mill’s Utility, we must find a foundation from within his argumentation that will support it. Thus we turn to Mill’s sanctions, or incentives that he proposes to drive one towards the path of Utility. Mill’s first sanction, the internal sanction, leads one to act ethically because of the fear of displeasure that might arise from other people if one does not act in this manner. Mill justifies that individuals desire the warmness of others as an incentive to acting unselfishly in the attempt to acquire the greatest good, and fear the dissatisfaction of others. Mill’s second sanction, the internal sanction, is in essence an individual’s inner conscience. With the assumption that the conscience is pure and free from corruption, Mill implies that satisfaction is brought forth to the conscience when one successfully and ethically commits to one’s duties, the duty of Utility. W hat is undesired is the feeling of dissatisfaction that spawns when one does not act dutifully. In order for this rationale to make sense, one must do what is almost unavoidable when propositioning such an enormous concept such as the ethical standard of morality, and that is to presuppose, In almost all forms and interpretations of morality, there has been the presupposition that takes place to initialize the concept. Mill’s Utilitarianism presupposes that human beings do have a concept for general well being, and that is genuinely by nature good and willfully ethical. It is this generalization that spawns for these sanctions that he has addressed, and it is the role of the good nature of man that determines the worth of his actions. This is also the pivot in Mill’s mechanics that is probably most argued upon. Kant, Neibhor, and Plato would have had much to say on Mill’s assumption of the natural goodness of mankind and his given instinct to do good. If imparti ality and equity are what good will and duty bring forth, Mill has provided a basis within utilitarianism that reinforces this. Aside from distinct sanctions, many other aspects of Utility lead to the notion that impartiality and equity are set boldly within the framework of Mill’s interpretation. According to Mill, all people are, ethically speaking, equal in all situations. When considering the value of happiness from one individual to another, the issue is proposed to be a straight line representing the equality the value from individual to individual. One person’s happiness is just as important as another’s. With this in mind, there is no such reason to even consider a biased view on the distribution of happiness, for in the beholder’s eyes, it is nothing but equal. Utility also states that the greater number that acquires happiness is most desired, so there is no real reason to consider any other way to distribute it but evenly. A biased approach would prove inefficient, and with the concept in mind that Mill is only concerned with the results of ones actions, not the intentio n, it would only make sense to be impartial. How is impartiality and equity in utility possible? First and foremost, are no ethical principles that are agreed on by everyone, but there is a distinct level of agreement as to what is right and what is wrong. Among the obvious are the notions that generosity, equality, and truthfulness are right, and this supports the presupposition that Mill makes about the good -nature of human morality. Thus impartiality and equity can be argued to pervade Utility. Second, the person who seeks to distribute happiness to only a certain group or type

Sample Research Paper on War

Sample Research Paper on War Attempting to evaluate the origins of World War One is both a complex and contentious issue, highly debated amongst historians with discussion centering on war guilt and the main contributing factors. Amongst the most topical problems in this area are the extent of Germanic blame concerning the war guilt dispute, and also the degree of blame that can be placed on the Alliance System in creating a warm climate. The view that the Alliance System was the key element of the war climate can be supported by the argument that it is what caused the war to transform from an isolated incident to a global war. Whereas, this can be defended by the view that the whole tension of the European powers before the 1914 outbreak can be attributed to all elements of the environment equally. When analyzing which nation was the main aggressor of war, Germany, according to many historians deserves to shoulder much of the blame. Contrary to this, the Revisionist school of thinking does not see Germanys pre- war actions as offensive but rather defensive. This school of thought shares the blame equally amongst the powers when considering some of the factors on the pre 1914 Germany. The joining of these two arguments shows the complexity of the origins of the war to end all wars, and show that there is validity in many of the viewpoints when considering the arguments and the bias that each historian is inevitably subject to. Of all of the components within the pre-war environment, the Alliance System is the element that determined the creation of a global war and additionally was a factor in generating suspicion between the powers during the lead up to the war. By the outbreak of war in August 1914, Europe and through imperialism much of the world, was divided into two sharply opposed and hostile armored camps, due to the Alliance System. The alliances were comprised of France, Britain, and Russia on the one side under the Triple Entente agreement (1907). The opposing force was the Triple Alliance (1882), which included Germany, Austro-Hungary, and Italy. The alliances held the fundamental purpose of mutual military assistance in time of attack or defense. Additionally, they acted as the balance upon which power was rested, so each Alliance was counteracted by an equal and opposite force. This system is what ensured that as war broke out, it spread rapidly due to alliance obligations engaging other nations and their empires in the first local conflict. This view is expressed by Paul Kennedy when saying, These coalitions mean that even if one belligerent was heavily defeated in a campaign or saw that its resources were inadequate to sustain further conflict; it was encouraged to stay in the war by hope and promise of aid from its allies. The alliance system itself virtually guaranteed that the war would not swiftly be decided The words of Paul Kennedy show assuredly that the comparatively insignificant assassination of Austrian heir, Franz Ferdinand in the Balkans, the crisis would not have escalated to the death of ten million soldiers without all the nations being dragged down the vortex of war due to allied responsibilities. The significant role of the Alliance System and its repercussions on the war to end all wars is demonstrated in this argument, but tends to exclude evidence supporting other causes of war. The Alliance System had a bearing impact on the magnitude of the Great War but does not account for the many other contributing elements that created the tensions between the European Great Powers during the early twentieth century. The war climate also undoubtedly involved militarism, nationalism, and imperialism. The belief that each nation should build up to it army, navy and military techniques to the point that would be intimidating to its opposition, can be considered as what turned Europe into a metaphoric powder keg, waiting for the lethal catalyst. Additionally, the aggressive colonial interests of each Great Power fuelled the war climate, particularly the Kaiser who sought colonies as a key part of his foreign policy. However, this argument is also countered by the France and Britain alliance, as they were strong colonial enemies. Finally, the view that nationalism had a significant impact on the climate which mounted into the Great War is supported by the historian Gordon Greenwood, when he wrote in 1973, The underlying reason for the struggle may be found in.. each nation acting in accordance with what appeared to be at the time for its rulers to be its own best interests. This interprets the value of nationalism as a provocative element in the origins of World War One, with each nation standing to defend the interests of that nation aggressively and to prove the strength which their respective nations were capable of. Thus the evaluation of the pre1914 war climate can be considered with Alliance System in the fore frontal position as the main cause, but the historical analysis can also logically place any one of the other elements of the war climate as the main basis for war. The climate of the Great War was merely the stage set for the instigation, for which the argument of war guilt is exhaustive and multifaceted. Combining the notoriously aggressive nature of the German people with the confrontational and suspicious nature of Kaiser Wilhelm IIs foreign policy, many historians view the tensions and instigation of World War One as largely responsible of Germany. The unification of Germany holds vital evidence to the trademark German aggression, referred to by many historians. In 1848 the democratic Frankfurt Assembly failed to unify Germany. Where diplomacy fell short, the policies of Bismarck are expressed in 1871, when he said, not by speeches and majority votes are the great questions of the day answered that was the mistake of 1848 but by blood and iron ( Cowie, H.R. 1987 page 93) Bismarcks ambitions were successful in 1871, when after three short wars; his unification plan was founded, while amongst historians opinions formed on the impact this event had on the psyche of the German people. About the war climate, L.C.B. Seaman voices this argument by saying the historical traditions of the Reich knew no principle other than that of the exercise of power for its sake the Germans stampeded into war, the mindless and purposeless victims of their history. Although this view was written eight decades after the conclusion of the war and in England, a nation which opposed Germany at war, this evidently illustrates the belief that Germany was actively seeking a fight. Furthermore, a prime example of Germanys aggressive actions was the creation of a navy which rivaled the traditional supremacy of the British Navy and is considered the catalyst which drew Britain out of splendid isolation. As expressed by A.J. P. Taylor, The great navy had no defensive purpose. For that, Germany would have needed coastal forts and vessels, which were not built. The navy was therefore purely a weapon of offensive. The newly formed navy was seen by both the British at the time and historians in retrospect, as an aggressive tactic to draw the world towards war; a war which Germany believed would entail economic and colonial benefits. The extent of German war guilt is hence evaluated from this perspective that German guilt was due to the aggression of the already existing tensions of the war climate. The claim that Germany was the most prominent aggressor of the Great War is agreed to be valid based on the presented facts, but Germany could, to the contrary, be perceived in an entirely different light to show its pre-1914 actions as defensive. The hindsight of historian can be viewed as distorted in the time following 1919, directly due to the signing of the Treaty of Versailles, within which Germany was forced to confess to sole war guilt. As expressed by Sidney Bradshaw Fay in 1928, One must abandon the dictum of the Versailles Treaty that Germany and her allies were solely responsible. It was a dictum exacted by victors from vanquished, under the influence of blindness, ignorance, hatred, and the propagandist misconceptions to which war had given rise. This very importantly reminds us that the War Guilt Clause was a punishment on a nation that lost a war, not a valid and educated analysis of historical events. It was upon this basis that in the 1920s, many historians revised the extent of German War guilt, and concluded that it was far less than ever before conceived. This way of thinking, in consequence, became known as the revisionist school. From the time of the creation of the Germanic States in 1871, it had to defend its borders against the surrounding hostile states of Russia and France. Germany very rapidly an aggressively became a Great Power in Europe, but this can be seen as a method for German survival or an action en route to war. The Australian historian, Moses takes an interesting stance on the issue by stating, The Reich was encircled by a group of envious, vengeful and barbaric powers. The Reich had only wished to preserve her ally, Austro-Hungary, from collapse. Germany had thus gone to war for the noblest of motiv es. This is quintessential to the revisionist thought, and presents a strong opposing argument to the belief in German war guilt, and is logically supported. While the full details of this historian were unavailable, the fact that he is Australian and thus not essentially biased to the German view gives the argument a strong authority. The revisionist school of thought is shown to encompass what evidence is seen to be omitted when allocating sole blame on Germany, and thus a strong counter-argument is formulated on this basis. The simplicity of blaming one nation or one contributing factor is undermined when evaluating the true complexity of the Great Wars tensions and instigation. When analyzing the role of the alliance on the war, it can undoubtedly be observed as the transformer from a localized to global conflict. The weather this stands as the main reason for war is queried when analyzing the implications of other factors, these specifically being militarism, nationalism, and imperialism. Similarly, when endeavoring to analyze Germanys role in the war, Fritz Fishers view of German aggression is valid to his presentation of evidence. Contrary to this, the elements which were characterized as aggressive can be seen as defensive actions when considering Germany being surrounded by unfriendly states. The melding of these arguments, show the intricate workings of the pre-war period, and neither the climate can be solely defined by the Alliance System, nor can the instigator be blamed solely on Germany, whe n considering all views and beliefs being subject to the inevitable prejudice of all historians. Despite the controversial nature of Germanys war guilt, it can be said assuredly the Treaty of Versailles is what oppressed Germany during the interwar period and shaped a nation susceptible to the regime of Hitler.

Give a concise account of the origin and development of arcades Essay

Give a concise account of the origin and development of arcades. Explain their significance in 19th and early 20th century archi - Essay Example Arcades changed this, as they provided shoppers a comfortable atmosphere to shop. The consumers were sheltered from the elements in the shopping arcades, while being given a leisurely place to browse. While the true arcades did not come into being until the early 19th Century, they have their origins in Muslim bazaars, which were enclosed spaces where people could gather and shop. These bazaars enclosed not just shopping, but mosques and schools. The arcades were modeled after these bazaars, as the arcades provided the same service to consumers as the bazaars – shelter from the elements, and a collective meeting ground. The arcades flourished throughout the 19th Century, then fell out of favour in the 20th Century, as fewer buildings were constructed symmetrically with a narrow alleyway between them. Officials by then had recognized the health hazard of tightly compacted spaces. Although the arcades diminished, they did not die, as the writings of Walter Benjamin revived inter est in them. Benjamin saw the arcades as being a way to provide insight that might elude us in our waking hours, as he thought that they provided â€Å"rare shafts of insight [to] illuminate the ruins of our energies that time has passed by.†2 One can now shop in enclosed spaces in both shopping malls and modern-day arcades. The Donegall Arcade in Belfast is just one example of a modern-day arcade. This essay will trace the origins and characteristics of the arcade, explain why they were important to urbanism, how Walter Benjamin reconceived them, and how they are a part of the modern-day fabric. The Social History of the Arcade The arcade, according to Geist (1983)3, has its origins in the Islamic Bazaars (Figure 1).4 Figure 1 – Islamic Bazaar Source: Geiste, J. Arcades. London: MIT Press, 1983, p. 5 These bazaars were building complexes that were necessitated by the hot desert sun of the Muslim countries, The architecture, and Muslim life, â€Å"unfolded only in the courtyards.†5 Geist (1983) states that the arcade came into fashion because there was a need for streets that were clean and free of danger. Around 1800, according to Geist (1983), Parisian streets were dangerous and of threatening proportions. Pedestrians were threatened by the carriages and the cars on the poorly designed medieval streets. The streets were also turned into mud by the rain. Thus, there was a need for pedestrians to walk on clean sidewalks that were out of the elements. Koloff (1849)6 states that industry was the reason for the arcades, because industry was the reason why the streets were becoming so crowded. Retail trade withdrew from the city towards what would now be known as the suburbs, and the inner city had to compete with this exodus. The arcade was thus born out of necessity. Large clusters of buildings, which surrounded heavily populated streets, were cut through so that the pedestrian could get out of the crowded streets. In the passageway was comm erce - merchants would set up booths to hawk their wares.7 The closed arcades came next, in which the pedestrian could feel that he had set foot in another world that was always dry. It was always warm in the winter and cool in the summer, and never dusty or dirty.8 Geiste (1983) states that the two arcades – the closed and open – appeared at the same time. The open arcades were used for manufacturing and

Define managers and discuss the changing nature of management Research Paper

Define managers and discuss the changing nature of management - Research Paper Example The managers lead teams, execute ideas, develop the workforce and allocate resources for the sake of all concerned. Their essential duty is to bring out the very best through collective efforts of the team members and to ask of these very team members to give in their best on a proactively consistent basis. Managers therefore have a definitive role to play within the midst of an organization and it is because of the above-mentioned reasons that managers have had their say within the decision-making tenets. Managers are responsible for nearly all aspects that come under their auspices. The management realms ask of the managers to take the initiative, gain control and lead teams so that their end results are significant towards the eventual goals of the organization. Managers are usually very accessible in their working methodologies and hence it is easy to get along with them on the part of the people who work with them or under their aegis. Management is therefore a very broad area which must be understood within the proper domains before moving ahead any further. Management stems its basis from the classical perspective, an area that banked heavily on the use of more leaders rather than managers. However with the changing times, the focus has been put on the shoulders of managers so that they could showcase their management talents and abilities as well as deliver instant results for the sake of the business entities they work for. Management has remained firm in the belief that people need to be supervised in an able capacity by a leader who can deliver whenever the going gets tough. This leader must stand up and be counted for the sake of not only his own self but also the subordinates who work under him. In essence, he is actually working towards building a solid base for the sake of his organization which is all the more important. Once again, the emphasis is on building capacity management

Consumer Behavior Attitudes Essay Example | Topics and Well Written Essays - 1500 words

Consumer Behavior Attitudes - Essay Example THE THEORY OF REASONED ACTION The formula for TORA is as follows. B1=w1 [A (act)] + w2 [SN (act)] where; BI = Behavioral Intent W1 and w2 = weights (typically these are previously determined) A (act) = Attitude toward an action (e.g., purchase) SN (act) = Subjective Norms A (act) = (Bi Ei) i=1 Bi = Belief that an action (e.g., purchase) will lead to a consequence i Ei = Evaluation of importance/desirability of consequence i i = Consequences 1, 2m n SN (act) = (NBj MCj) j=1 NBj = Belief that a reference group (j) wants you to perform a certain action (e.g., purchase) MCj = Motivation to comply with reference group j j = Reference groups 1, 2.n But w1=0.6 and w2=0.4 m=3, n=2 B1 (Buying the Motorcycle) = w1 [A (act)] + w2 [SN (act)] A (act) = (-3*2) + (2*3) + (-3*-3) + (-3*2) + (1*1)= -6 + 6 +9 + -6 +1 = 4. n SN (act) = (NBj MCj) j=1 = (-3*2) + (-1*1) = -6 + -1 = -7. Thus, B1 = (0.6 * 4) + (0.4 * -7) =2.4 - 2.8 = - 0.8 B1 (Buying a car) = w1 [A (act)] + w2 [SN (act)] A (act) = (2*2) + (-2*3) + (2*-3) + (3*2) + (3*1) = 4+ -6 +-6 +6 +3 = 1 n SN (act) = (NBj MCj) j=1 = (3*2) + (3*1) =6+3 =9. Thus,B1 = (0.6*1) + (0.4*9) =0.6 + 3.6 =4.2. Deductions: According to Ajzen and Fishbein's the Theory of Reasoned Action is clustered into three stratums. Thus intention; the fundamental hypothesis of this assumption is that a person's motive is the most important forecaster and influencer of attitude. In the event that a person wishes to partake on something then...This is important as it will help the interviewer to know the mistakes or the failures which they will need to work on, so as to meet the demands of their clients. According to Ajzen and Fishbein's the Theory of Reasoned Action is clustered into three stratums. Thus intention; the fundamental hypothesis of this assumption is that a person's motive is the most important forecaster and influencer of attitude. In the event that a person wishes to partake on something then they will definitely do it. Ajzen & Fishbein, (1981). The theory of Reasoned Action implies that motives are influenced by Attitude toward the behavior and the subjective Norms. The mindset toward the behavior is exactly what the person's former attitude toward doing that behavior is. The implicit is that people think through their decisions and possible outcomes which guide them through the making of a decision. There is an attitude formed about the overall decision and the object that which the decision is being made around. There's a mindset formed about the overall decision and the object that which the decision is being made around (Ajzen & Fishbein, 1980). For example, if a couple is trying to decide if they should take a vacation to Disney world could be characterized by a mindset. The rationale could be that the couple is not adverse to Disney world and has a positive attitude towards it.

How the misrepresentation of war and conflict can lead to a false view of events

How the misrepresentation of war and conflict can lead to a false view of events Introduction In June 2009, it was announced that there would be an Inquiry looking into the Iraq War, and the United Kingdoms involvement within it (â€Å"About the Inquiry†, 2009). The Chilcot Inquiry aimed to cover the period between the summer of 2001 and the end July 2009, looking at not only the run-up to the conflict, but also the period during, and the outcomes after measures had been taken. Its aims were set to find out the legality and legitimacy of the conflict (Hirsch, 2009), and how it was presented to the public, prior to engagement. There has been much debate over whether what the public are presented with is as truthful as it states to be. Whether it be giving a cleaner depiction, with exaggerated sophistication, or â€Å"inflated claims† (Meacher, 2010, para. 2), such as the ‘weapons of mass destruction in Iraq, it can be debated that a fair representation is somewhat hard to find. The purpose of this dissertation is to look at how conflict can become misrepresented via the media. It aims to look at the various ways that the media communicate the conflict to the public, and how it poses itself as a watchdog, supposedly working as the publics eyes and ears, as well as giving them an outlet via which their ‘voice can be heard. Whilst one initially thinks of war as a brutal and life affecting situation, more recent war seems to leave most western citizens relatively untouched, and therefore, perhaps less informed. What little they may know tends to be gathered via television or print media, and tends to somewhat be taken quite literally as the ‘way it is. Chapter one brings together these ideas, and explores how the news present conflicts to its audiences. The dissertation then goes on to address the problematic representations that have occurred, and looks at how news can be manufactured for audiences, depicting situations in differing ways to how they are really occurring. It also looks at the idea of propaganda, and the negative and positive ways in which it can be used. This second chapter also addresses the Abu Ghraib situation, and how such a horrific situation can by-pass the media, and perhaps be covered-up. The media however, proved to play a positive role, informing the public of the situation, bringing them into the loop. Other elements which must be addressed is alternative representations. From documentary to video games, people now often use media which originates from conflict as a form of entertainment. Whether it be to inform themselves further, in the cause of documentaries, or to entertain and ‘participate, the media enables audiences to approach the idea of conflict from other angles. This is therefore why it is vital that such genres be addressed when looking at the representation of war and conflict. Chapter One: The Media; Our Eyes and Ears and Voice? When considering how most people get their news and current affairs information, most tend to trust and favour certain institutions. They trust these sources to deliver them accurate and truthful reports. Few people would question their favourite institutions ability to do so, or would question the validity of the ‘stories, consuming them as factual information, and would rarely think beyond it. As discussed by McChesney and Nichols, ideally, the media is supposed to â€Å"serve as a stern watchdog over those in power and those who want to be in power† (McChesney Nichols, 2002, p.24). This supports the idea that the media can be used to aid a countrys citizenship, helping those who do not have power to have a voice. Without the media, the public would find it hard to be heard, so they need to have the media on their side, likewise, the government must have the support of the media to influence the public (Katz, 2009, p.200). But whether the media really honours its role as ‘watchdog is questionable. When considering the media, particularly in relation to reporting conflict, it seems somewhat unlikely that a completely fair and accurate representation, to all audiences, could occur. The BBC, according to Aitken (2007, p.8), is thought of as one of the most trustworthy places that one can gather news and information. This could be due to a sense of ownership in which the UK public feel (via the license fee), or due to it being the most historically established. Either way, nationally, and internationally, it has become a trusted organisation. Zelizer and Allan even argue that, particularly post September 11, the BBC has become an organisation that the American public trust to deliver what they see as more extensive information. In comparison to US media representations, the BBC â€Å"provided a much more in depth approach, [] along with [a] ‘blunter attitude† (Zelizer Allan, 2002, p.12) . According to Aitken, (2007, p.2), the BBC does have a duty under its Royal Charter, in order to maintain the license fee, that it must not be biased or favour views. This may indicate why it is seen as a more trustworthy source of information. However, as questioned by Aitken, it may be seen as the BBC holds people and organisations to account, but â€Å"who holds the BBC to account?† (Aitken, 2007, p.2). Particularly, when as Aitken suggests (2007, p.20), the political opinion within the organisation would be formed by those working within it. As Navasky discusses, â€Å"journalism, the flow of news, information, and ideas, is the circulation system of our democracy, the way we find out whats what. It is based largely on journalism that we make up our national mind† (Navasky, 2002, p.xiii). The medias influence over the public is tremendous, especially as it may be the main influence over many of ones beliefs. It therefore shows that there is a sense that the media should be aware of its power, and should therefore be regulated in such a way that it does allow diversity of representations to occur. As Doyle asserts, it is vital that there is a number of â€Å"different and independent voices, and of differing political opinions and representations† (Doyle, 2002, p.11). However, as Aitken continues, journalists report using their own views, and may do so completely unintentionally. However, when many journalists within an organisation are of similar beliefs, it could be hard for them to realise they may be bia sed. This is an â€Å"institutional deformation, invisible to the people working there, unless you were one of a small minority who happen to take a different political view† (Aitken, 2007, p.20). When considering journalism of attachment, it is easy to see where one may be unable to stand neutrally. As it is a â€Å"journalism that cares as well as knows† (Bell, 1998, p.15), the journalist is increasingly likely to be more emotionally entwined with the story, and therefore may find it harder to stand in a non-biased position. As Ellis addresses (1998, p.167), moral responsibility often takes over when journalism becomes closer to the victims. Emotion is a powerful tool used by the media, it can help to draw in an audience, and get them following along. According to Boltanski (1999, p.5), there must be sufficient contact between the ‘victim and those who are ‘fortunate for one to be able to connect with the victim or ‘unfortunate.   Despite this though, as Boltanski (1999, p.27) states, the two groups actually mean nothing to one another. Therefore, it is believed that the emotional effect of such reporting is relatively short lived for the audience consuming. Bystander journalism however, seems to be the more idealistic approach that media organisations may favour, if wishing to be non-biased. This form of journalism is more concerned with factual elements of war. This is a less biased approach, as it tends to report an overall representation via factual elements. It allows audiences to walk away without feeling an attachment or moral obligation. Whilst audiences may tend to favour this form of reporting as more accurate, it can cause problems. According to Sanders, there is â€Å"a time to be passionate and a time to be dispassionate† (Sanders, 2005, p.43). As he continues, this approach to journalism allows a â€Å"more truthful depiction of the horrors of war† (Sanders, 2005, p.43). It may give a more accurate reading into the devastation (on paper), but how one interprets that information though is where the problems occur. If one is not given the chance to physically see the devastation, it is hard to really understand. Therefore, by dispassionately reporting, one may lack the emotional tie, and get a cleaner depiction of what is ‘intended to be communicated. Whilst one may feel they understand the situation, they are only being told facts, and whether they can really translate these into reality, is problematic. If one does not get the full picture, including the emotional and social impact that such a war may have over others, it is an unfair representation. Economical and statistical figures only tell so much, and do not communicate a reality. As Nichols and McChesney discuss, we â€Å"dont see the reality of war† (Nichols McChesney, 2005, p.v). Although this is in reference to the US press and public, it could be applied to any countries depiction, according to the countries own national belief, even if not to the same extent. â€Å"War is the most serious use of state power: organised, sanctioned violence† (Nichols McChesney, 2005, p.37). It is therefore a serious issue if one is not being given the chance to see the reality of a conflict, and the arguments behind it. It is all very to have a vague understanding behind a conflict, via information received from the media, but many audiences may take this information too literally. They may not look beyond the information offered, and may take the medias chosen narrative as a truthful and fair depiction, without questioning why the media has taken that particular angle. As discussed by Aitken, it is about â€Å"constructing ‘narratives which give the audience a coherent framework within which to judge current developments† (Aitken, 2007, p.17). But as Aitken continues, most people consume and trust one narrative, despite there being many other competing versions of the same situation, which may be a more accurate representation. Narratives give audiences a platform to work on, and a basis to which they can base their beliefs. If however, there are many competing versions a situation, as Aitken suggests (2007, p.17), this demonstrates the various views that a broadcaster may possess. It would be hard for a broadcaster to deny their biases, particularly when there are other similar reports of other viewpoints. No one can truly asses a situation fairly without viewing every angle of the situation, not only from the home governments wished depiction, but also from the ‘enemies depiction. This draws onto another point. Due to the technology of today, audiences are now able to access news instantly as situations are occurring. They are led to believe this gives them a bigger picture. It is also a good position for the public to be in, as they are therefore able to access the same information as others, and are less likely to be misled. This however can be problematic for controlling bodies, particularly in relation to conflict. â€Å"Leaders must be prepared to handle the rapid pace of global communication and to avoid serious policy mistakes deriving from global televisions demands for a fast and effective response† (Gilboa, 2005, p.24). They have little time for preparation, and therefore have to be somewhat careful in what they say, and aim to be somewhat vague, to give them the ability to be able to change their angle later if necessary. Videophones have also proven problematic for those reporting via the media. Whilst they can â€Å"empower journalists [], documenting the effects of battle while capturing a dramatic but information-rich account of war† (Livingstone, Bennett Robinson, 2005, p.34), they can display more than a chosen government may have wished audiences to witness. However, it must be recognised that even with such resources, reporters are often not actually at the ‘frontline, and are still some distance from the actual action, and therefore may only have the details which they may have been given by officials. It may also vary with the type of people which they are surrounded by, i.e. civilians or the military. Another issue to discuss when considering reporting a conflict is where the information reported has been obtained from. Reporters are often â€Å"given access to a steady and predictable supply of information that is typically provided by official government sources† (Livingstone, Bennett, Robinson, 2005, p.34). This therefore, shows that the information may not be directly from the source, even if we are led to believe so. It therefore may not be the full bulk of the situation, particularly when the government is the middle man, as it may wish to represent its own view. If the government is passing the information on, they are able to edit the information into a situation that compliments their desired standpoint. Why would one wish to humiliate or inflate problems for itself when it is unnecessary to do so? This therefore raises the question of whether we should be in fact more concerned by what we are not being shown, rather than what we are. This process of eliminating a nd censoring news via gatekeeping is a way of ensuring only ‘newsworthy subjects reach the public, whilst other things they deem unnecessary, do not. The reporting of the 1990-1991 Gulf War can demonstrate where a lack of information was relayed to the public. During the conflict, the public were given a cleaner depiction, and were under the impression that bombs dropped were precise and accurate. However, â€Å"after the war it was revealed that in fact only 7 per cent of bombs were ‘precision or laser-guided weapons† (Philo McLauglin, 1995, p.149). Throughout the conflict, there was an obsession around the sophisticated weapons that were being used, which could now be seen as somewhat misleading. As cited by Philo and McLauglin (from The Daily Mirror), â€Å"The world watch in awe yesterday as Stormin Norman played his ‘home video revealing how allied plans are using Star Wars technology to destroy vital Iraqi targets. Just like Luke Skywalker manoeuvring his fighter into the heart of Darth Vaders space complex, the US pilots zeroed into the very centre of Saddam Husseins Baghdad† (Philo McLauglin, 1 995, p. 149). Such an article would give a very unfair representation of the real effect, but this may not be clear to audiences until after the situation has taken place. Surely therefore, this misleading of the public could be seen as a form of propaganda? As Rosenfeld suggests (2007, p.70), it may be necessary to represent events in certain, perhaps biased ways, as this should encourage support and patriotism within the public. Today one may assume that due to our knowledge and understanding of propaganda, it is less likely to happen to us. But as a victim of propaganda, would you really realise you were being subjected to it? According to Edward Bernays, propaganda is seen as a vital tool for societies. â€Å"Vast numbers of human beings must cooperate in this manner if they are together as a smooth functioning society† (Bernays, 2005, p.37). Essentially, propaganda is â€Å"the establishing of reciprocal understanding between an individual and a group† (Bernays, 2005, p.161). So if as Bernays suggest, propaganda is needed to obtain a joint understanding within a group, this may indicate why it may be used by governments to persuade t he public to join their beliefs, in order to get a desired outcome. This can show why, it is essential that certain representations be presented to the public, however inaccurate or biased they may be, to create an alliance of beliefs. This would also support the idea behind over-emphasising the sophistication of war and cleanliness, in order to maintain support. As you can see from this chapter, the media are there as our eyes and ears, feeding us information, but also serves, as a watchdog over government and other elite bodies. Also demonstrated is how the media have a great responsibility when reporting, due to their persuasiveness, and the fact that the public can be easily manipulated, and often follow and gather their national belief via what the media feeds them. It shows how ones understanding of a situation may differ depending on how it is reported. If reported using emotions, it may create a different perception to if it was reported factually, even if the factual representation, on paper, gives more information. This gives a good basis upon which to discuss why such reporting takes place, and how it may benefit those in power. It also raises the questions around what is not being shown to audiences, and what happens when the media or government are shown to have been untruthful. Chapter Two: Censorship, Deceit and Propaganda As discussed in Chapter One, it can be somewhat confusing to consider the various ways that the media can present particular views. As suggested previously, it is thought that they do so consciously, but other views suggest that it is often unintentional. Whilst aiming to appear open, they often present a marginal view of the information they themselves are aware of. It therefore must be questioned why such actions are implemented, rather than presenting as much as possible, and why particular views are manufactured for audiences. Ellis (1998, p.170) considers the lack of information reported about a conflict to be incredibly important. The national security of a country could be jeopardised if one were to report everything occurring, on both the front line, and the tactical decisions behind it. As Ellis continues, it is thought that the media coverage of the Vietnam War was partially to blame for the conflicts failure. It is thought that â€Å"television coverage critically sapped the support of the American public† (Ellis, 1998, p.170). As this was the first war that was able to be broadcast ‘live, the problems were unforeseen, and therefore led to a problematic position for the government. Whilst the government was saying one thing, images shown were undermining their words, subsequently making the government appear somewhat untrustworthy. This, therefore, would show that it is necessary that the media and its coverage of a conflict should be censored and paid close attention to, so that support is maintained by the public. But, if censorship is in such a way that it helps the audiences to form a chosen opinion, effectively, this could be seen as propaganda. As Bernays states, propaganda is â€Å"the conscious and intelligent manipulation of the organized habits and opinions of the masses† (Bernays, 2005, p.37). But, also adds that it is important for democratic society, and without which, it would be hard for one to live harmoniously, especially if everyone was of differing opinions. Therefore, presenting a situation in a particular way should help society to form a joint understanding. For example, when thinking in relation to Iraq, the main reason for intervention was due to supposed ‘weapons of mass destruction. If the public understand the threat, they are more likely to consent. As demonstrated durin g the ‘Iraq Enquiry, when it was discovered that there were no weapons, the public support was threatened. It therefore is essential that the politicians defend what they have formerly said, just as Alistair Campbell has demonstrated, defending their statements as not misrepresentative (â€Å"Alastair Campbell defends†, 2010). As Bernays reiterates â€Å"We are governed, our minds moulded, our tastes formed, our ideas suggested, largely by men we have never heard of† (Bernays, 2005, p. 37). Therefore, whether it is government who we have chosen, the military, or other leaders that we have not, this would support the idea that our feelings about conflict are generally dictated to us. So, as it would appear, sometimes the restriction of coverage may take place when it is not entirely necessary. As Ellis addresses, during both the Falklands War in1982 and the Gulf War of 1991 â€Å"citizens were prevented from learning information which in a democratic society, they had a right to know† (Ellis, 1998, p.170). This seems particularly unfair, as citizens were unable to witness the real war that was being fought in their name, paid for by themselves. Since technology developed though, it would appear that censorship has become more necessary. As discussed in the previous chapter, videophones and correspondents worldwide enable audiences to access the action, at a much closer distance than previously (Livingstone, Bennett Robinson, 2005, p.34). This gives an impression to audiences that there is nowhere to hide, and they may believe what they are seeing is a fully representational true account, rather than the edited snippet that it really is. This kind of opinion, of knowing more, does not take into account that there are plenty of other journalists who are not as close to the action, or those who are closer to it, who may wish to protect the interests of those surrounding them. As previously stated, there is always fear that public support may be jeopardised, which is why on occasions there may be a haze over what is reality, as well as what is fabricated truth within the media. When one is able to ‘witness war from multiple angles, from multiple genres, and even witness it live, it creates public curiosity. Especially since problematic representations of previous conflicts have been reported, the public fight harder to know the truth, so they no longer have the wool pulled over their eyes. They want to ensure the war fought in their name is a war which they support. Particularly, when considering the fact that many nations are bound together as ‘one for the purpose of the media, forgetting the fact that there are many cultures, viewpoints and faiths with differing opinions. The public need the media to take on their role of ‘watchdog, and need it to marshal what is taking place beyond their vision on their behalf. The media, therefore, it seems has begun to honour this role more greatly. In 2004, the media brought us evidence of what is referred to as Abu Ghraib. It was revealed that some Iraqi detainees had been subjected to torture and other physical abuse. According to Miles, an Al-Jazeera cameraman, who was mistakenly arrested for a crime he did not commit, found out that â€Å"torture was still standard in Americas principle military detention centre in Iraq† (Miles, 2005, p.326). According to Miles, as the time of the accusations against the American military, â€Å"few in the West believed their stories at the time, probably because they were Arabs, perhaps because they worked for Al-Jazeera† (Miles, 2005, p.326). The US government and military repeatedly denied the accusations, â€Å"Donald Rumsfeld has described Al-Jazeera as ‘consistently lying, [and] accused the network of causing ‘great damage and harm in Iraq by continuously broadcasting wrong and inaccurate information, impairing what the coalition forces [were] trying to achi eve† (Miles, 2005, p.327). As Miles describes (2005, p.328), it was US officials that were angry, believing that such allegations would fuel Iraqi hatred against the West further. At the time, the officials may have not known of the occurrences, but it cannot be ruled out that they had no knowledge of it. This demonstrates an example whereby the American media were feeding the public with false information, whether it was intentional or not. If it was intentional though, it would have been in favour of government, who would obviously not want to be painted in a bad light. It was not until the New Yorker magazine published evidential pictures of the abuse that it was uncovered and believed, and finally admitted to be the truth (Miles, 2005, p.328). However, this is not where the only problem lies. Since then, it has been debated whether or not all of the images should be released for the public to view. One the one hand, it is believed that the images should be realised due to the fact that it was the American citizens own troops causing the offences, under the American name, whilst others believe it could potentially cause further harm. According to a report, â€Å"Obama said he believes release of the abuse photos would incite hatred against American troops† (Alberts, 2009, para. 4). This again brings up the subject of national security. Understandably the release of such images during a time of conflict could incite further hatred, but due to freedom of information, what right do officials really have to withhold them? Surely if one is to fully understand war, they must have the full picture, however horrific and problematic it may be. If the images are not fully released, is there a reason behind this other than prot ecting our conscience? What is being hidden? Could it be contributing to part of a ‘cover-up, with fear of something more sinister than what we already know being revealed? If therefore, officials had known about the situation (prior to it being confirmed), yet it had not made its way to mainstream media, this is misinforming the public, giving them a one sided ‘clean account of their position in the conflict. By never witnessing the faults of ones own government, one cannot really claim to know. Even by withholding the images, it does not allow the American and Western democratic public a clear view as to what is really occurring under their name. Particularly as it is ‘our men, who are normally painted as positively heroic, committing such horrific offences. This sort of behaviour by the media and government causes other problems too. Conspiracy theories to try and help explain other supposed reasonings behind war and decisions made by government begin to emerge. It helps give a new blame figure, and is perhaps fuelled by paranoia and suspicion (Knight, 2003, p. 20). As Knight asserts, conspiracy theory may put â€Å"forward the idea that sometimes people at the very centre of power might create (or perhaps just cynically promote) a popular outburst of demonology in order to further their own political schemes. This view is sometimes known as the elitist theory of moral panics, because it suggests that the elite deliberately fuel moral panics in order to legitimate repressive measures that would otherwise be unacceptable† (Knight, 2003, p.20). When the public begin to doubt their own government, feeling they are being fed propaganda, it is obvious they should want an explanation, so may turn to conspiracy theories as an alternative and comfort. For example, the documentary The Conspiracy Files (Rudkin, 2010, January 10) demonstrates how one may begin to become suspicious. It claims that a video of Benazir Bhutto talking after her first attempted murder was edited to exclude a statement she made about Osama Bin Laden. The version it claims the BBC presented cut out this section, for no apparent reason, so it is questionable as to why it was censored. A further example where the Western governments fear of what could be revealed via the media was demonstrated in October 2009 (Gray, 2009, October 25). Lance Corporal Joe Glenton was a soldier once serving in Afghanistan, who now faces a court martial and has been arrested. He claimed that he had â€Å"witnessed sights during his time in Afghanistan that forced him to question the morality of his role† (‘Soldier arrested, 2009, para. 8). Alike him, many other documentaries and interviews with ex-soldiers seem to unveil similar situations, where soldiers have a different picture of the war than the media have led the public to believe. The sanitization that takes place in the media is a view which soldiers alike Corporal Glenton would like to set straight. Glenton began to get the medias attention when he spoke at an anti-war demonstration that called for the British troops to be brought home. He claimed that many of the soldiers and demonstrators believed that it was not longer justifiable to have troops in the Middle East, and was trying to raise public awareness of this. This particular story came at a time when the public in both the UK and America were starting to doubt whether the war was really getting anywhere. Jeremy Corbyn MP is quoted as stating that the â€Å"war in Afghanistan had no clear war aims† (â€Å"Britons believe ‘Afghan war is failing†, 2009, para. 15). He also states that it is now â€Å"the time to change policy and bring the troops home to prevent Nato involving itself in a Vietnam style quagmire† (â€Å"Britons believe ‘Afghan war is failing†, 2009, para. 17). With such stories and statements emerging in the media, it does cause the public to question why the media and government would not present the ‘full picture. Especially when thinking about how the US media is less open about situations than the UK and other countries media (Zelizer Allan, 2002, p.2). Previously, it was easier for a government to deny that they knew about a situation, but technology has now taken this advantage away, making it impossible not to know. However, as Zelizer and Allan argue, the media may be used in such a way that it helps the public. â€Å"Journalism plays a key role in moving whole populations form trauma to recovery† (Zelizer Allan, 2002, p.2). It can therefore help to unite a nation, regardless of differing backgrounds, and help them to work together, particularly through traumatic times like conflict. With this view, it would seem that the US in particular may have needed such treatment. As the targeted nation in the 9/11 attacks, the y may have required more help than other nations to come to terms with the situation, as well as needing ‘encouragement in the right direction, and perhaps protection from the truth.. However, there is no doubt that this is a form of propaganda, as it does not demonstrate a clear communication of all the information one would need to make a fair judgement in order to make a justified opinion. This may demonstrate why the American citizens have trusted foreign institutions such as the BBC for increased information, as previously addressed The media also tend to emphasise violence and negative features of the enemy in order to justify the conflict in hand. Today, â€Å"terrorists have been given a voice† (Liebes Kampf, 2004, p.78). Since technology has greatened, other views, beyond just violence, have been represented. Interviews and arguments have been appearing in the media, with direct responses from the ‘enemy. Despite perhaps this being a positive thing, it can be used by government and the media to paint their own picture. They do not have to show everything, and can edit it as they desire, as previously discussed with the Bhutto footage. Another clear example is in the Joint Forces military publication. It has a dismissive attitude when discussing anything anti-American. It even addresses the problems of ‘foreign propaganda. It gives a sense of heroism, stating that via the American efforts in the war on terror, that they will â€Å"enable populations misinformed by censorship and other impediments to hear the truth† (Dailey Webb, 2006, p.46). It does not take into account the use of their own propa

History Of Columbia Broadcasting Company (CBS) :: essays research papers

The Columbia Broadcasting Company or â€Å"CBS† in layman’s terms was founded in 1927 as a radio network under the â€Å"United Independent Broadcasters† name, which was a radio-broadcasting network. The name was changed to CBS in 1928, which was the same year that William S. Paley, the son of a cigar making tycoon, took over control of CBS with his fathers financial support. Paley took over CBS for $400,000 and inherited a network that consisted of 22 affiliates and 16 employees. Although he had little technical knowledge of radio, Paley believed he could only attract advertisers if he delivered large audiences. To fulfill this goal, he decided to give CBS programming to local radio stations for free, as long as they agreed to surrender any part of their schedule to advertiser sponsored CBS network shows. In less than a decade, CBS had blossomed to 114 stations from 22 when Paley took over. Another one of Paley’s gifts was his ability to recognize talent , he quickly signed mega stars such as Bing Crosby, Kate Smith and Morton Downey. But such was the case in those days, those stars were quickly lured away by highly popular rival NBC for more money.   Ã‚  Ã‚  Ã‚  Ã‚  However, all was not lost for the young Paley. What he lost in stars he got back in news coverage. Don’t forget I’m still talking radio here. Paley hired Edward Klauber, a former New York Times editor and Paul White who was a former United Press reporter, they began to build a solid news division at CBS. â€Å"CBS News† really didn’t come together until Klauber hired some guy you probably never heard of by the name of Edward Murrow. Klauber assigned Murrow to London as director of the European talks. In March of 1937, before the start of the Great War, Murrow teamed with William Shirer to report on â€Å"Anschluss†. These reports formed the foundation for what would become â€Å"The CBS World News Roundup† which, during World War II Murrow assembled a great team of reporters commonly referred to as â€Å"Murrow’s Boys† who consisted of Eric Sevareid, Charles Collingwood, Howard Smith, Winston Burdett, Richard Hottelet and Larry LeSueur. Murrow would end up reporting on and airing one of the greatest accounts of his experiences and descriptions of touring the Nazi concentration camps, which we heard in class.   Ã‚  Ã‚  Ã‚  Ã‚  Meanwhile back in the states, by the time that the war had ended, television was starting to get important as the networks looked toward the future and they were eager to get all the stars and ratings they could get their hands on.