The Acceptance Of Transgender Service Members - 1652 Words

Throughout centuries of generations, there have been many changes that have influenced sexual tolerance. Sexual tolerance is defined as â€Å"the acceptance of multiple sexual orientations and lifestyles, generally accompanied by the appropriate legal and civil rights† (Urban Dictionary, 2009). Though there have been improvements in tolerance, there are still many different views on the recent policies, laws or social trends occurring towards sexual and gender orientation. Every aspect of society, from the Department of Defense to local school departments, are beginning to adapt to this growth in gender identity and orientation. An article published by the New York Times (Rosenberg, 2016) addresses an uprising policy on the acceptance of†¦show more content†¦Many individuals were highly gracious at this idea, no matter the negativity that surrounds this topic. When referencing to the article by the New York Times on Ashton Carter’s announcement, he states †Å"Americans who want to serve and can meet our standards should be afforded the opportunity to compete to do so. After all, our all-volunteer force is built upon having the most qualified Americans† (Rosenberg, 2016). The article’s point of view perceives an appreciative tone towards the U.S. military members and how much they sacrifice. For their sacrifices, the government is willing to help formulate policies that can open doors to a new tolerance and acceptance towards sexual identity. Through my discovery of this change in policy, I realized how much this will help not only the individuals who are suffering from this condition but it will help the companionship of the military. I struggle with being completely open with my fellow service members because of the tension there was on the topic of sexual identity. After hearing the statements made by both the Secretary of Defense and the Defense Secretary, I felt like I am part of a whole different world now that there is an understanding of the struggles and tolls taken to maintain personal happiness in such a demanding career. Having higher authorities who are able to implement policies amongst the U.S. government who have vital points of views on this controversialShow MoreRelatedA Research Study On The Lgbt Community965 Words   |  4 Pagessystem, many despaired populations have several health disparities as well, meaning they are at a disadvantage when attempting to access proper healthcare. One population in specific that is despaired due to many components is the Lesbian, Gay, Transgender, and Bisexual community, commonly referred to a LGBT. This population is mixed with individuals of various race, gender, income and many other qualities and was created due to sexual orientation. The sexual orientation of this group is describedRead MoreEssay about The Increase of Transgender people1217 Words   |  5 Pagespeople who are generally referred to as transgender, struggle everyday with feel ing out of place - feeling confused about which bathroom that they should be in or which section in the store they should shop in. 1 in 30,000 males and 1 in 100,000 females rank high on the Benjamin scale, the scale that is used for the identification of persons experiencing gender dysphoria or transsexualism. This number is rapidly increasing. Due to the support offered for transgender individuals , the exposure of transgenderismRead MoreEssay On Transgender In The Military1389 Words   |  6 Pagesmajor debate about transgenders and their right to serve in the military. Many transgender individuals bring with them well documented mental and emotional issues that require a serious commitment of time, money, extended therapies, and trainings. Coupled with a very public and open battle with suicide are all reasons why transgender individuals should not be allowed to enlist in the military at this time. b. What is transgender? The accepted and recognized definition of a transgender individual accordingRead MoreChanging Definitions That Restrict Who Can Visit Veterans1207 Words   |  5 Pagesmore inclusive health services for LGBT individuals outside of the VA. With the abolishment of Don’t Ask Don’t Tell Policies, LBGT veterans are now considered in the services offered at the VA. As the Veterans Health Administration becomes more inclusive, there is potential for the military service policy, excluding enlistment of open transgender individuals, to be abolished (Sharpe Uchendu, 2014). The VA currently has fifteen facilities nationwide which provide transgender support groups, whichRead MoreThe Transgender Community Is An Integral Part Of The Lgbt Community1364 Words   |  6 PagesThe transgender community is an integral part of the LGBT community, although there are slight differences. The purpose of this paper is to bring to highlight such differences and discrim ination that the transgender community faces. The Merriam Webster’s dictionary defines being transgender as â€Å"of, relating to, or being a person (as a transsexual or transvestite) who identifies with or expresses a gender identity that differs from the one which corresponds to the person s sex at birth.† TypicallyRead MoreCultural Sensitivity And The Therapeutic Relationship1361 Words   |  6 Pagessexual orientation, history, education and traditions and beliefs. For decades, healthcare leaders and educators have recognized that cultural barriers between healthcare providers and patients might interfere with the effective delivery of health services (Saha, Beach Cooper, 2008). In this paper, I will explore the importance of being cultural sensitivity in the nursing practice, and how a nurse can become culturally competent. I will use gender diversity as an example of the application and importanceRead MoreAge Groups And The Lifecycle1432 Words   |  6 Pages preferences for specific genders. However, for children who are sexual minorities this can be a confusing time developmentally. â€Å"Children with transgender identities often live their lives in a gender role that is clearly defined, albeit in the opposite role of their biological sex [†¦ and] not every person who explores gender in childhood will later identify as transgender† (Janssen Erickson-Schroth, 2013, p. 995, 996). How can children express their gender identity when they are not completely developmentallyRead MoreA Research Study On Transgender Orientation1661 Words   |  7 PagesThe terminology throughout gender is constantly evolving as is the understanding of the growing issues and therefore is inconsistent throughout the literature. Transgender may refer to people who embrace a different gender identity on a full time basis to that appointed at birth, which may be ambiguous or gender specific, but without any medical intervention. Transsexual is often u sed to differentiate those who have taken medical intervention to live full time in the fixed gender different to thatRead MoreThe Effects Of Minority Stress On Mental Health Within The Transgender Community Essay1340 Words   |  6 PagesIntroduction The purpose of this study was to prove how minority stress correlates with mental health within the transgender community. As defined by Meriam-Webster Dictionary, transgender â€Å"is relating to, or being a person who identifies with or expresses a gender identity that differs from the one which corresponds to the person s sex at birth† (Merriam-Webster, 2016). For example, male to female, or female to male. However, researchers in this study used the minority stress model, which suggestedRead MoreHiv And The Global Epidemic803 Words   |  4 Pagesfacts and widespread stigmatizing has made this a pressing social problem, especially among principal affected populations. #### Key Affected Populations Members of key affected populations are those who are more vulnerable to HIV infection due to high-risk behaviors or because they are marginalized by society and fearful of seeking HIV services. The implementation of prevention strategies targeting these groups with applicable information and resources is an effective response, but these certain

The Rhetorical Analysis Of Reverend Martin Luther King Jr.

While sitting in a jail cell, Reverend Martin Luther King Jr. uses this time of reflection to write a letter to the 7 white church leaders in the south in rebuttal to their recent criticisms of the Civil Rights Movement. The letter comes after the recent protest in Birmingham, and the criticisms of his work form the Southern leaders. King crafts his argument in a cause and effect style to illustrate the direct problems or criticisms, and refutes these claims with substantial support in favor of his movement. He builds his persuasive argument through ethos and logos, to present the validity of the cause, and then he calls for reflection from the church leaders. While his tone does not stroke any of the leader’s ego, he appeals to their†¦show more content†¦King argues that â€Å"oppressed people cannot remain oppressed forever† and when he addresses his complaints, he is dismissed as an extremist (6-7). By using comprehensive facts to refute the criticisms, logo s builds King’s argument against the church leaders, and advocates for the need for a change in mindset. Although pathos takes the background in this piece, it is due to the disconnect between the church leaders and the black experience. King does not attempt to describe how racism feels because the white men have no idea, or sympathy, towards the people. King knows his audience, and discerns that this type of argument would not be effective. Instead, he uses facts and situations to create an emotional bridge between him and his audience. MLK draws on his own experience when he has â€Å"seen vicious mobs lynch your mothers and fathers at will and drown your sisters and brothers at whim†¦Ã¢â‚¬  (4). The explicit situations of brutality strike a nerve with even the hardest audience, and the emotion proves that the violence is not an overreaction. Another way King uses pathos is through likening his work as well as the injustice of laws to other prominent groups to make the reader predetermined into thinking a certain way about the subject. To discredit the claim that his protests are illegal, he juxtaposes the situation through a forensic argument that â€Å"everything Hitler did in Germany was ‘legal’ and everything the Hungarian freedom fighters did in Hungary wasShow MoreRelatedEssay on Letter from Birmingham Jail Brief Analysis850 Words   |  4 PagesJail’ Rhetorical Analysis Martin Luther King Jr., the leader of the Civil Rights Movement, was arrested and placed in Birmingham jail after leading a non-violent march to protest racism in the streets of Alabama- a highly segregated state at the time. There he received a newspaper containing â€Å"A Call for Unity,† which was written by eight white Alabama clergymen criticizing King and his movement’s methods; this prompted King to write a letter in response to the critics. Martin Luther King Jr.Read MoreRhetorical Analysis Of Martin Luther King Jr.1046 Words   |  5 PagesRhetorical Analysis Essay Civil rights activist, Martin Luther King Jr. gave his memorable â€Å"I Have a Dream† speech while standing at the feet of the Lincoln Memorial in Washington D.C. His uplifting speech is one of the most admired during the civil rights era and arguably one of the best in American history. On August 28th, 1963, Martin Luther King Jr. spoke about the true American dream: equality. Although the video of his oral spectacle is powerful, the written document portrays exactly howRead MoreThe Civil Rights Movement : Martin Luther King Jr. Essay1690 Words   |  7 PagesA civil rights leader by the name of Reverend (PBS, 2016) Martin Luther King Jr. changed the world he occupied and changed the future course of the United States of America by advocating for desegregation. Martin Luther King Junior was on a mission to end the segregation of the African American community. Segregation was the post result of slavery throughout the United States of America which enslaved Africans. He challenged the status quo of the time. Protesting peacefully and advocating for socialRead More Martin Luther King, Jr.: Effective Nonviolence the Multiple Intelligences2987 Words   |  12 PagesMartin Luther King, Jr.: Effective Nonviolence the Multiple Intelligences Introduction Nonviolence can touch men where the law cannot reach them. These words, uttered by the late civil rights leader himself, were the fundamental tenet of Martin Luther King, Jr.s life. These words, though few in number, are great in power. These words, simple, plain, and concise, provide a rubric with which to investigate Martin Luther King, Jr.s creative genius and intelligence. Howard Gardner, eminentRead MoreRhetorical Analysis Of President Kennedy s Inaugural Speech2018 Words   |  9 PagesWhat rhetorical features does President Kennedy use to achieve his desired purpose? Introduction Politicians often use language to both persuade and imperceptibly control the opinions/decisions of their audience: whether it is to gain their support, to present their point, or implant their principles. It is of utmost importance to them to do this subtly, in order to not come across as too aggressive, intimidating or manipulative. As a result, the politician has to use language that is relatableRead MoreLogical Reasoning189930 Words   |  760 Pagessuperior job of presenting the structure of arguments. David M. Adams, California State Polytechnic University These examples work quite well. Their diversity, literacy, ethnic sensitivity, and relevancy should attract readers. Stanley Baronett. Jr., University of Nevada Las Vegas Far too many authors of contemporary texts in informal logic – keeping an eye on the sorts of arguments found in books on formal logic – forget, or underplay, how much of our daily reasoning is concerned not with

Defending Liberal Arts Essay Example For Students

Defending Liberal Arts Essay Anger stands s a lone crusader against an onslaught of misconceptions. for one agree with and applaud his effort, although he could use some additional support in presenting some of his counter arguments. Anger first battles the misconception of the value in a liberal arts degree for first-generation, lower income college students; these degrees are for the elite upper-class. As nag

Strategic Marketing Management and A Study On Emirates Group

Questions: 1.1 Discuss the principles of strategic management and the role of strategic marketing management in Emirates Group.1.2 Explain the processes involved in strategic marketing. Illustrate your answer with examples from Emirates Group.1.3 Evaluate the links between strategic marketing and corporate strategy. Give examples of how marketing strategy is influenced by corporate strategy in Emirates Group?2.1 What are the different tools and models used in strategic marketing management? Explain them and assess the value of models used in the strategic marketing planning of Emirates Group? Are You Daunted by the Thought of Due Assignments? Avail Our Services and Receive Assignment Help from Experts. 2.2 Discuss the links between strategic positioning and marketing tactics. In what way are the tactics related to the strategic positioning used by Emirates Group?2.3 Analyse the merits of using relationship marketing in a given strategic marketing strategy of Emirates Group. 3.1 For the selected organisation, what are the growth opportunities? Use appropriate marketing techniques to ascertain growth opportunities in a market. 3.2 What are the different marketing strategy options available to this organisation? Plan how to use the marketing strategy options in a market?3.3 Create appropriate marketing objectives for the marketing plan, based on your research of the organisation and the selected market. 4.1 Based on your research of the current external environment, report on the impact of changes in the external environment on a marketing strategy for Emirates Group.4.2 Conduct an internal analysis to identify current strengths and weaknesses in a marketing strategy as applied to the Emirates Group. 4.3 What are the key local, national or global emerging themes affecting the organization? Propose strategic marketing responses to key emerging themes in a marketing strategy. Answers: 1.1. Principles of Strategic Management and Role of Strategic Marketing Management in Emirates Group The concept of strategic management emerged in 1970s and in the present dynamic business environment importance of strategic management has been increasing rapidly (Viljoen and Dann, 2003). Strategic management activities include development, communication as well as implementation of the strategic plan. Strategic management is consisted of five important constituents: vision, objectives, strategy, implementation and rectification. The principles of strategic management focus on considering different parts of an organization as whole. Strategic management considers the external environment of a firm and it focuses on gaining the competitive advantage. The vision of an organization helps in indicating potential of the company and the states which are desired to achieve in future. Therefore, the objectives are set which needs to be achieved by the company. The next step of the strategic management of the company is to develop strategy which will help in meeting the objectives (Hunger a nd Wheelen, 2000). Strategic management of an organization is responsible for designing a plan for implementing the strategies. Therefore, it monitors the planned activities so that the achievement of the goals is ensured. The corporate strategy has a significant correlation with the strategic marketing strategy of the firm. It has been found that the marketing strategies are the integral part of the corporate strategy in order to achieve the organizational objectives (Anderson and Vincze, 2004). Strategic marketing is one of the most critical business functions of Emirates Group. Emirates group is a large organization and a significant organization in the travel, tourism and leisure industry. Presently, it has fifty business units along with associated companies and it is primarily based in UAE. The employee base of the company is greater than 62,000. Emirates airline is one of the leading global airlines and it is one of the key division of the group. Dnata is associated with offering services in the field of IT solution, travel, cargo, ground handling and flight catering (Theemiratesgroup.com, 2015). From the annual report of the firm it has been found that the company has been able to continue its growth over the years. The revenue of the company has increased by 13.4% and the operating profit is improved by 50.1%. In 2013- 2014, it was estimated that the capacity of the airline has enhanced by 32% and the profit margin has been increased to 3.9% from 3.1% in the previous year. These figures clearly indicate that the company has been able to manage its marketing activities efficiently for achieving consistent growth (Emirates United Arab Emirates, 2014). The strategic marketing in the Emirates group is responsible for determination of appropriate pricing strategy, product strategy, marketing communication strategy, customer relationship management process for ensuring growth in spite of the global challenges(Fernando, Mat Saad and Sabri Haron, 2012). Strategic marketing has focused on integration of promotional activities through adoption of the social media. The positive economic benefits of the company are attributed to the strategic marketing management of the Emirates Group (Chernev, 2012). 1.2. Procedures Involved in Strategic Marketing Strategic marketing is a systematic approach that focuses on the designing strategies for the organization in order to ensure successful achievement of the organizational objectives (Viljoen and Dann, 2003). The procedures involved in the strategic marketing management can be discussed by studying the procedures in case of the Emirates Airline, key division of the Emirate group. Vision and Value Analysis: The first step of strategic marketing is to analyze the mission statement of the organization for analyzing the purpose of existence of the company. Emirates Group has significantly focused on the business ethics as the foundation of their success. The company has been providing care to the customers, employees, shareholders along with the community and environment (Jeffs, 2008). The company is committees for achieving highest standards in every aspect of operational activities. Additionally, it has been identified that the company has been emphasizing on maintain the global reputation for excellence in the industry. This clearly implies that the products and services of the company need to be differentiated, upgraded on order to retain the industry leadership in the global market (Anderson and Vincze, 2004). Situation Analysis: The next important step of the strategic marketing procedure is the analysis of situation. Various strategic management tools are used by the management of the organization for analyzing the situation. In case of Emirates group, the management may use SWOT analysis for getting a preliminary overview of the internal situation through identification of the major strengths and weaknesses of the company along with the external situation through identifications of the opportunities as well as threats. Additionally, Porters five forces analysis can be conducted through getting an insight regarding level of competition, condition of the suppliers, customer analysis etc. PESTEL analysis is useful for analyzing the macroeconomic environment of the organization. It helps in analyzing the political, economic, social, technological, environmental and legal factors. PESTEL analysis is effective in order to determine business integration in new nation (Jeyarathnam, 2008). Situational analysis help s the company to recognize the factors which are important to consider at the time o development of marketing strategies (Capon, 2008). Setting Objectives: One of the most important processes of strategic marketing management is to set marketing objectives which is aligned with the corporate objectives, values and mission of the company. In case of Emirates Group, extensive importance has been given to set SMART objectives for a particular period of time(Henry, 2008). Development of Strategy: Strategy development is one of the most important aspects of strategic management. In case of Emirates group, the company considers the implication of vision and value analysis, situation analysis for development of the appropriate marketing strategy. Development of the marketing strategy ensures that the strategic goals set by the organization are met effectively (Jeyarathnam, 2008). Evaluation: The set of strategies are implemented in different levels of the organization. These strategies are expected to deliver the desired outcome and hence, needed to be monitored (Jeffs, 2008). Therefore, one of the important responsibilities of the strategic management department of Emirates Group is to evaluate the strategies in order to finds its effectiveness for the company and relevance to the pre-determined objectives (Clark, 2000). 1.3. Links between Strategic Marketing and Corporate Strategy and Influence of Corporate Strategy on the Marketing Strategy of Emirates Corporate strategy is considered to be the base of all other plans or strategy of the organization. It is evident that the strategic marketing activities have a significant association with the corporate strategy of the firm. Corporate strategy is developed on the basis of the vision, mission, values, culture and goals of the company. The functional strategy of the organization focuses on development of strategies related to finance, marketing, research and development, information technology, operations, human resource etc. All the functional strategies are developed for meeting the organizational objectives and aligning with the corporate strategy of the organization. Corporate strategy is the foundation of all the business strategies including the marketing strategy of the organization. Often the strategic marketing coincides with the corporate strategy for meeting the organizational objectives through marketing activities. The corporate strategy develops a generalized plan for th e growth, development and future prospect of the company. On the other hand, strategic marketing uses various tools such as marketing mix, growth plan, customer relationship management etc by conforming to the organizational values to achieve the corporate objectives (Ungson and Wong, 2008). In case of the Emirates group, corporate strategies are found to be developed at the strategic level of the company. The corporate strategy of Emirates Group has extensively focused on the growth and profitability. Additionally, it ahs focused on the determination of the organizational structure, managing the gearing ratio effectively and enhancing the value of the shareholders. Additionally, corporate strategy focuses on diversification, acquisition, merger, implementation of new technology, optimization of the cost for improving the overall profit margin of the organization (Heracleous, Wirtz and Johnston, 2004). On the other hand, the marketing strategy of the Emirates group has extensively emphasized on the development of efficient plan in order to sell the services of the company. First of all, emirate group considers the marketing mix and develops strategies for each element such as product, price, place and promotion. Marketing strategy is responsible for identification of the target market and presenting the product to the target audience for meeting the expectation of consumers. Pricing strategy determines the appropriate pricing technique so that the sales can be maximized. For example, during the lean season and advanced booking to a less demanded destination, Emirates offer huge discount seasonally (Park, Qu and Lee, 2011). Additionally, promotional strategies of Emirates group play a major role in communicating with the target market. Lately, it has integrated its promotional mix to the social media such as Face book, twitter etc. Appropriate implementation of the corporate strategy is dependent on the success of the functional strategies. Hence, the marketing department of Emirates has huge responsibility for ensuring the achievement of the corporate goals through implementation of the corporate strategy of growth (Mellahi, Frynas and Finlay, 2005). Emirates are planning to continue its growth through international business integration. For succes sful business integration of Emirates, effective marketing strategy is essential for influencing the purchasing decision of the target market (Kotler, 2000). 2.1. Different Tools and Models in Strategic Marketing Management in Emirates Strategic marketing management utilizes various tools as well as models for designing appropriate strategies for achievement of the corporate strategies. Porters Generic Strategy, Porters Five Forces Model, Boston Consulting Group Matrix, SWOT Analysis etc are the common tools used by various organizations in order to develop effective strategy for marketing to achieve the corporate goals. In case of Emirates Group, it is important to utilize various strategic marketing tools for developing new strategies for achieving sustainable growth across the globe for long term. Therefore, the strategic models need to be applied as well as the results will be used for designing, implementation as well as monitoring of the strategies. This section will focus on discussing the implication of different strategic models that are important for conducting strategic marketing activities in order to compete in the dynamic business environment. First of all, SWOT analysis is considered to be one of the important tools which provide a preliminary idea regarding the potentials, drawbacks, growth opportunities and threats for the company. It is very important to conduct SWOT analysis regularly for identifying the major strengths of the company that can be capitalized for enhancing the sales of the company. Additionally, the identified weakness of the firm such as low presence in the airline market of United States and employee relations are needed to be revised (Anderson and Vincze, 2004). Additionally, emirates get a chance to identify the major opportunities that will support the growth objectives of the company. SWOT analysis will clearly indicate the threats so that the company can develop effective marketing strategies for combating with the threats (Capon, 2008). Porters five forces analysis is important for determining the marketing mix strategies as it significantly helps in the position of the suppliers, strength of the customers, level of competition etc. while integrating the business activities of Emirates in an international market, the marketing strategy is based on the results of the porters five forces analysis. When it is found that the market rivalry is high, Emirates has to focus on adoption of competitive pricing strategy and offering differentiated service. It has been found that the airlines market is continuously growing and becoming more competitive. Hence, it will be reflected in the market strategies of the company. Porters generic competition model will be important as it will assist in identification of the appropriate strategy that will help in competitive advantage in the dynamic as well as competitive market. The product and pricing strategy of Emirates will be assisted by the utilization of the Porters generic strategies tool. On the basis of the corporate strategy of the company, it can identify the best strategy among cost leadership, differentiation, cost focus and focused differentiation (Chernev, 2012). Emirates have adopted use of balanced scorecard for measuring the performance of the marketing strategies adopted by the company. This helps in identification of the major issues in the strategy as well as marketing performance of the organization (Drucker and Maciariello, 2008). Thus, application of various strategic tools significantly contributes in the strategic marketing management of Emirates. 2.2. Links between Strategic Positioning and Marketing Tactics Positioning is an important marketing activity that will help in identification of the market opportunity of problem and therefore development of a solution on the basis of extensive market research, market segmentation along with supporting evidences (Kotler, 2000). Strategic position is the position that is selected by the organization for meeting the marketing as well as corporate objectives. Positioning statement is formulated so that clearly state that the major purpose and key benefits of the product to the customers. Effective brand positioning is considered to be an important aspect of marketing communication (Park, Qu and Lee, 2011). Strategic positioning has significant association with the marketing tactics for every organization seeking growth. The strategic position clearly states the current as well as future position of the company. Therefore, it significantly influences the techniques for market analysis, selection of marketing strategies, methods of implementation of strategies as well as monitoring. The position statement of an organization is extensively associated with the marketing tactics that will ensure achievement of desired growth (Warren, 2008). The link between strategic positioning and marketing tactics also holds in case of Emirates Group. The position statement of Emirates group is The Finest in the Sky. The long terms objective of Emirates Airlines is to carry about 70 million passengers to greater than 180 destinations by utilization of an advanced fleet of more than 300 aircraft. The major responsibility of the strategic management is to develop effective marketing plan that will be helpful in meeting the goals. It has been anticipated that the demand will grow across the globe. It has been found that Emirates collect relevant information as well as analyze it for supporting the growth plan of the company (Capon, 2008). The strategic position of Emirates has significant influence on various marketing tactics. The positioning strategy of the company is based on the internal growth plan; strategy for market penetration, development of products has significant correlation with the marketing tactics in Emirates. It has be en found that the product strategy is an important aspect of marketing tactic which develop plan for the type, range and quality of the product. On the basis of the positioning statement of Emirates, the marketing tactics empathizes on providing superior service in comparison to its competitors. Additionally, the branding strategy of Emirates is significantly dependent upon the positioning statement. The leading airline brand has been focusing on the offering high quality service to its customer in order to achieve high level customer satisfaction as well as customer loyalty. It will also help in supporting the growth objective of the company. Additionally, the pricing and promotional strategy, terms of delivery, logistics management etc (Park, Qu and Lee, 2011). 2.3. Analysis of Merits of Using Relationship Marketing in Emirates Customer relationship is considered to be one of most important corporate strategies for achieving long terms growth in the competitive market. Relationship management is an effective strategy for managing the relationship with customers. It is associated with the direct response of the marketing campaigns that focuses on the retention of the customers by meeting the expectations of the customers. This concept pays less attention to the sales transaction and prioritizes the customers satisfaction so that customer loyalty can be achieved (Kothandaraman and Wilson, 2000). The corporate strategy of Emirates has suggested that it will focus on broadening the customer base for enhancing the revenue. Hence, it becomes very important to attract more number of customers as well as retain the customers (Chernev, 2012). It must be noted that the major aim of the relationship marketing is to develop effective strategies for retaining the customer base for supporting long terms growth of the org anization. If the traditional transactional marketing approach is adopted by Emirates, it may attract significant number of customers but fail to retain them. Hence, relationship marketing has significant implication for Emirates (Weinstein, 2000). In Emirates, relationship marketing is based on the principles of customer experience management. It emphasizes on enhancing the interactions with customers in order to foster improved brand loyalty. The business communication channels are evolving and it has a significant impact on the relationship marketing of the Emirates Airlines. Presently, Emirates has a particular database for managing the customer relationship. Knowledge-driven in-Flight Service (KIS) helps in running the flight which is run during the flight for maintaining the profitable lasting association with the clients through delivery of satisfaction. This system will help to keep a track of the customers previous trips. This database will help to know about the personal preference of the passengers regarding seats, wine and food. The gathered data is extracted for offering better service to the customer (Weinstein, 2000). Additionally, Emirates has significantly focused on gathering relevant information regarding the customer expectation (Bennett and Barkensjo, 2005). These data re analyzed for using enhancing the quality of service and making significant changes in the marketing strategy. Hence, it can be inferred that the decision making process of Emirates is significantly dependent on the relationship marketing (Emirates, 2012). The relationship marketing in Emirates has enabled the organization in providing more customers centric as well as personalized service to the passengers. As relationship marketing strategy of Emirates has emphasized on catering the needs of the customers, it can be stated that relationship marketing has extensive contribution in delivering superior service to the customers for meeting their expectation (Cravens and Piercy, 1994). Consequently, it has been found that the relationship marketing will effectively retain large number of customers in Emirates. Additionally, the frequent flyer program of Emirates has been an important part of the relationship marketing. The crew of the airlines tends to invest more for the loyal customers enrolled in this program for delivering personalized service. The relationship marketing of Emirates has significantly emphasized on the up grading the customer service for achievement of the business growth objective of the organization. Thus, the relati onship marketing of Emirates has been providing significant strength to the organization for meeting the corporate objectives (Firdaus and Kanyan, 2014). 3.1. Growth Opportunities of Emirates Opportunities The Emirates Airlines of UAE is strategically targeting the African market in the upcoming decades. This will help the organization to grow by 40%. According to Sir Tim Clark, President of Emirates Airlines, this focus would help to create a Dubai Hub Africa. The reason behind tapping this market is that the Dubai Government recognized that the African market is still an untapped market in Africa and Emirates Airline can instrumentally support the regions growth. The fleet investment of Emirates in Africa tops around $7billion with operating costs of around $2billion. It presently operates in 10 different destinations. The Emirates group is currently focusing on increasing the commitment and investment in Africa. The group is planning to add up around 10 more destinations in the coming decades and have planned to add 8.5million seats in the African market. Further, the geographical location gives the African travelers an opportunity for short times of traveling. By 2020, the group ha s decided to reach out to 1.5million visitors every year. Emirates have decided to channel traffic through its Dubai Hub. According to the survey of Sabre, there are 1185353 estimated bi-directional OD passengers from UAE who are demanding Emirates flight (Maslen, 2013). Source: (Maslen, 2013) Marketing Techniques As far as the impact of environmental factors remains constant the position of Emirates Group would remain constant. The growth advantage can be determined by the scale or size, the competitors differentiation and also booming trading names. For being a successful organization, the Group needs to focus on the tactics and strategy that work well in harmony for providing best possible level of return surrounded with efficiency. Both tactics and strategy should be designed based on the situational environment. The firm needs to consider more than the business structure, it additionally needs to take a fitting position inside the business. This situating will focus the game changer a firm can have, specifically minimal effort or separation against focused degree at the wide or restricted business sector (See below figure) Source: (Mindtools.com, 2015) The positioning of Emirates in the expense authority quadrant is attained to not just through economies of scale in examination, advancement and advancement additionally through learning, information and involvement underway and operational methodologies and in addition the way it deals with its establishments. 3.2. Different marketing strategy of Emirates There are various marketing options for Emirates to grow in the African market. The BCG Matrix (Boston Consulting Group) as shown below is one of such options that would help to create as strategic view of their business that can be utilized in various decision making aids. Source: (Valuebasedmanagement.net, 2015) In the event that the right choice is made and the products services chosen attains to a high market share, it turns into a star. Stars have high market share in high-development markets. Stars create expansive money streams for the business additionally obliges huge integrationtures of cash to maintain their development. Stars are frequently the focuses of expansive consumptions for publicizing and innovative work to enhance the products services and to empower it to build a prevailing position in the business. Cash cows are specialties units that have high market share in a low-development market. These are generally products services in the development phase of the products services life cycle. They are normally entrenched products services with wide shopper acknowledgement, so deals incomes are generally high. The technique for such products services is to put minimal expenditure into keeping up the products services and redirect the substantial benefits created into produ cts services with all the more long haul profit potential, i.e. starts and question marks. Dogs are organizations with low piece of the overall industry in low-development markets. These are generally cash cows that have lost their market share or the question marks the organization has chosen not to create. The prescribed system for this business is to discard them for whatever income they will produce and reinvest the cash in more appealing business (stars and question marks) (Goel, 2009). Having utilized the Boston Consulting Group framework above, it ought to likewise be noted that the BCG network experiences constrained variables on which to support asset allotment choices among the organization making up the corporate portfolio. The BCG grid is best utilized, then, as a starting point yet surely not as the last determination for asset designation choices as it was maybe initially expected for Emirates business position (Iatrou and Oretti, 2007). 3.3. Marketing objectives of Emirates The strategies help the organization to underpin its success. Strategists have a huge measure of both scope and obligation in creating and adjusting the vital choices of an association. The incalculable choices needed of these directors can be overpowering considering the potential outcomes of mistaken choices. One approach to manage this unpredictability is through categorisation; one categorisation plan is to arrange corporate-level method choices into three separate sorts or terrific systems. These fabulous techniques include endeavours to extend business operations (development methods), diminish the extent of business operations (conservation procedures) or keep up the present state of affairs (soundness methodologies). All the more particularly, development techniques are intended to grow an association's execution, generally as measured by deals, benefits, item blend, market scope, piece of the pie or other bookkeeping and business sector based variables. Regular development techniques include one or a greater amount of the accompanying: With a concentration strategy the firm endeavours to attain to more noteworthy business infiltration by getting to be exceedingly effective at adjusting its market with a constrained product offering. By utilizing a vertical integration technique, the firm endeavours to grow the extent of its present operations by undertaking business exercises earlier performed by one of its suppliers (backward integration) or by undertaking business exercises performed by a business in its channel of dissemination (forward integration) (Shaw, 2011). A diversification strategy involves moving into distinctive markets or adding diverse products to its blend. On the off chance that the markets or products are identified with existing item or administration offerings, the method is called concentric diversification. On the off chance that development is into services or products disconnected to the company's current business, the enhancement is called conglomerate diversification (Hoffman, Bateson and Hoffman, 2006). Further, the marketing mix concept is a timeless technique that the Emirates need to focus on for categorising different strategies. By concentrating on the service marketing mix, Emirates can reap and adopt different strategies. Failing to adhere to this concept may become a huge failure or disaster for the Emirates. This service marketing mix is the activity that helps the organization to deliver, communicate and create customer value. The marketing mix mainly consists of 4Ps Product, Price, Place and Promotion. Since marketing is a very sophisticated stream, the service industries have further added physical evidence, process and people. Thus Emirates need to focus on all the 7Ps of service (Sharma, 2008). Product: Emirates has always been focusing on offering the latest technologies and best quality services to the customers. This helps the travellers the ability to receive and send mails and also SMS messages from different class. Price: Emirates focuses on premium pricing strategy that mainly provides high pricing strategy than others. However, Emirates need to keep in mind that the service or the product they are planning to provide should understand the worth that the customers are ready to provide. In Africa, as it is developing country there is a need of low-pricing strategy as the customers as quite price sensitive. This would help the organization to generate more revenue from this market (Loudon, Stevens and Wrenn, 2005). Place: Emirates have around 122 branches apart from UAE that gives excellent services to the customers. In this way creating helping centers in Africa can help to capture the customers. Emirates Airlines also has an online website that consists of 9 different languages targeting different nationalities. Promotion: For advertising, Emirates can advertise their services and products in newspaper that can mostly attract the segment and also in cheap magazines. Billboards are also one of the best advertising tools that can help to attract people from everywhere. People: Emirates Airlines Management needs to promote common goal to all the employees. This would help to make an efficient team working collaboratively towards the goals of the organization. Through this the management can focus on the needs of the employees and also the customers. This would help to sustain in this competitive world (Parry, 2005). Process: the services of Emirates Airlines mainly emphasizes on the operation departments like Business and First Class Lounges, then special services like helping unaccompanied minors or the disable passengers. Further to maintain good relation with the customers, Boarding services, Check-in and the Baggage services in Airport helps to maintain relationship with the customers. Physical Evidence: The Airlines of Emirates mainly emphasizes on reducing the emission of carbon dioxide due to burning of fuel. Emirates Airlines is focusing on how to decrease the emission and make an ecological friendly environment. Thus they are utilizing less resource and thus developing less pollution and waste. 4.1. Impact of Changes in External Environment on the Marketing Strategy of Emirates External environment of a business has significant potential to influence the business activities of an organization. The wave of globalization has influenced various organizations to integrate their business operation into the international market. In this case, analysis of the external environment is given extensive importance (Hitt, Ireland and Hoskisson, 2005). Business strategies for international market are developed on the basis of the analysis of external environment. Additionally, it has been found that the external environment is dynamic and various components of the environment changes with time. The company needs to keep an eye on the changes in the external environment as it will influence the marketing strategies of the company (Henry, 2008). In case of Emirates various external factors have significant potential to reorient the marketing strategies. Emirates Airline is present in 40 countries and the external environment is different for each of the nations. First of all, if there is a change in the legal framework and regulation relevant to the business operations of Emirates, it may affect the cost of service which will affect the marketing strategy of the organization. Economy of the nation plays a major role in determination of the marketing strategy of Emirates. If it is observed that a nation is encountering economic downturn, Emirates must consider it for re-formulation of the marketing strategy. In difficult times, Emirates need to decline the price for making it affordable for the present market situation. Additionally, the company can adopt some cost cutting strategy for offering discounts (Hitt, Ireland and Hoskisson, 2005). Though social factors play a major role in determination of the marketing strategies, it must be noted that social changes do not take place suddenly. However, in order to deal with social changes, Emirates need to reformulate their product as well as promotional strategy on the basis of changing demand as well as psychology of the customers (Park, Qu and Lee, 2011). Technology has an important influence on the development of marketing strategy especially in case of place and promotional strategy. It has been found that the along with the advancement of technology the marketing strategy of Emirates need to be changed. (Kotler, 2000) For example, increasing dependence on web technology must be capitalized for communicating with the target audience. Emirates have been present on the popular social media sites for networking with the social media users. It has been using social media for undertaking promotional activities. Additionally, the online booking has provided greater convenience to the customers (Jung, 2014). Competition is one of the important elements of the external environment for developing the marketing strategy of Emirates. If there is a change in the level of competition, Emirates need to change the marketing strategy. For instance, if the level of competition enhances, the company needs to differentiate its products as well as pricing strategy needs to be changed in order to increase the customer base even in the competitive market. Hence, it can be concluded that the external environment has significant influence on the marketing strategy of the company (Mellahi, Frynas and Finlay, 2005). 4.2. Internal Analysis of Marketing Strategy of Emirates for Identification of Strengths and Weaknesses Marketing strategy of an organization has major role to play in ensuring success of the firm through achievement of corporate objectives. The marketing strategy changes over time and it is very important to identify which strategy needs to be changed and why. Hence, analysis of the marketing strategy of Emirates will be helpful in identification of the strengths as well as weakness of the marketing strategy of the company. The strength of the marketing strategy will be capitalized and on the other hand, weaknesses of the strategy will help in the improving the marketing strategy that will ensure achievement of the corporate objectives of Emirates. Strengths of the Marketing Strategy: The marketing strategy of Emirates has been significantly focusing on the need and expectations of the customers in terms of product quality. This has significantly helped the organization in assessing needs of the customers and therefore changes the product strategy accordingly for catering the customers (Dalrymple and Parsons, 2000). It has been found that this strategy is very useful in attracting as well as retaining the customers. The marketing strategy of Emirates has adopted relationship market to manage customer relationship in an efficient manner. The Knowledge-driven in-Flight Service (KIS) and frequent flyer program of Emirates has focused on maintaining database of their customers. It has helped in keeping a track of their customer preferences for personalized services. The marketing strategy of Emirates has adopted effective promotional strategies for reaching the target market. Emirates have been utilizing the social media networks for promotional activities. It is a major strength for the organization (Winer, 2000). Weaknesses of the Marketing Strategy: Though the marketing strategy of the company has been found to be effective in achieving the organizational goal, weakness is recognized which is important for improving it. The pricing strategy of Emirates has been found to be premium pricing strategy. Hence, it cannot be afforded by huge number of customers. The company must consider that the competition in the airline industry is growing across the world. Hence, it is important to change the pricing strategy for addressing number customers. It has been found that the company has been emphasizing on enhancing the customer base. Hence, in order to achieve this objective the pricing strategy must be changed. The advertising strategy can also be changed for attracting the more number of customers (Kansu and Mamuti, 2013). 4.3. Local, National, Global Emerging Themes Affecting Emirates and Marketing Strategies for Responding to those The company has to pay significant is based in United Arab Emirates. It has been observed that the nation has been encountering significant growth opportunities. It is important to analyze the emerging themes for responding to it by reformulation of the marketing strategies. UAE is becoming the international business hub and the business tourism has enhanced in UAE. The company must focus on development of innovative marketing strategies for capturing the growing number of international customers. Additionally, it has been found that increasing number of competitors have been intensifying the level of rivalry in the airline market (Hunger and Wheelen, 2000). It is evident that Emirates is one of the leading airlines of the world. However, it must consider the new competitors for development of the marketing plan. It needs to be noted that the presently Emirates has been planning to enhance its customer base across the globe. In United Kingdom, the company has a significant market bas e and operating successfully over the years. The marketing strategy of the company needs to be changed along with the present economic condition of United Kingdom. In the Asian market, Emirates airline has been operating successfully. Additionally, it has been reported that the company is experiencing significant growth in Australian market. Moreover, Emirates has focused on exploring the Australian market through making significant investments. All these international activities will be affected due to the global emerging themes. Extensive growth in number of the internet users and dependence on web has enabled the customers to access the global airline market. They also get a chance to compare the services, price and values offered by different airline service provider before making purchasing decision (Doyle, 2000). Hence, Emirates need to reformulate their marketing strategy for achieving sustainable growth in the international market (Mellahi, Frynas and Finlay, 2005). Another important emerging trend is globalization. Various organizations across the globe have been focusing on integrating its business activities to the foreign countries. This trend also holds in case of airline industry. Consequently, the competition in the international market has been intensifying. It has become important to consider the international player and their presence in the international market for designing the marketing strategies(Hitt, Ireland and Hoskisson, 2005). It must be considered that the marketing strategies of Emirates must be competitive as well as growth oriented. Additional emphasize must be given on the attracting more number of customers as well as retaining those in order to achieve the objective of enhanced customer base. Additionally, it has to focus on adoption of effective promotional strategies in order to communicate with the target market regarding their quality of service, discounts, key features and benefits of the service etc (Drucker and M aciariello, 2008). Additionally, the company must focus on adoption of competitive pricing in order to achieve sustainable growth in the increasingly competitive market. References Anderson, C. and Vincze, J. (2004).Strategic marketing management. Boston: Houghton Mifflin. Bennett, R. and Barkensjo, A. (2005). Relationship quality, relationship marketing, and client perceptions of the levels of service quality of charitable organisations.International Journal of Service Industry Management, 16(1), pp.81-106. Capon, C. (2008).Understanding strategic management. New York: Pearson Education Ltd. Chernev, A. (2012).Strategic marketing management. [Chicago, Ill.]: Cerebellum Press. Clark, B. (2000). Managerial perceptions of marketing performance: efficiency, adaptability, effectiveness and satisfaction.Journal of Strategic Marketing, 8(1), pp.3-25. Cravens, D. and Piercy, N. (1994). Relationship Marketing and Collaborative Networks in Service Organizations.International Journal of Service Industry Management, 5(5), pp.39-53. Dalrymple, D. and Parsons, L. (2000).Basic marketing management. New York: Wiley. Doyle, P. (2000). Value-based marketing.Journal of Strategic Marketing, 8(4), pp.299-311. Drucker, P. and Maciariello, J. (2008).Management. New York, NY: Collins. Emirates United Arab Emirates, (2014).Emirates growth strategy on track | News | About Emirates | Emirates United Arab Emirates. [online] Available at: https://www.emirates.com/ae/english/about/news/news_detail.aspx?article=1927233 [Accessed 12 Feb. 2015]. Emirates, (2012).Emirates airline soars with new Windows 8 Business application and HP tablet experience | Emirates. [online] Available at: https://www.emirates.com/english/about/news/news_detail.aspx?article=1045437 [Accessed 13 Feb. 2015]. Fernando, Y., Mat Saad, N. and Sabri Haron, M. (2012). New marketing definition: a future agenda for low cost carrier airlines in Indonesia.Business Strategy Series, 13(1), pp.31-40. Firdaus, A. and Kanyan, A. (2014). Managing relationship marketing in the food service industry.Mrkting Intelligence Plan, 32(3), pp.293-310. Goel, S. (2009). Airline service marketing. New Delhi: Pentagon Press. Henry, A. (2008).Understanding strategic management. Oxford: Oxford University Press. Heracleous, L., Wirtz, J. and Johnston, R. (2004). Cost-Effective Service Excellence: Lessons from Singapore Airlines.Business Strategy Review, 15(1), pp.33-38. Hitt, M., Ireland, R. and Hoskisson, R. (2005).Strategic management. Mason, Ohio: Thomson/South-Western. Hoffman, K., Bateson, J. and Hoffman, K. (2006). Services marketing. Mason, OH: Thomson /South-Western. Hunger, J. and Wheelen, T. (2000).Strategic management. Upper Saddle River, N.J.: Prentice Hall. Iatrou, K. and Oretti, M. (2007). Airline choices for the future. Aldershot, England: Ashgate. Jeffs, C. (2008).Strategic management. Los Angeles: SAGE. Jeyarathnam, M. (2008).Strategic management. Mumbai: Himalaya Pub. House. Jung, S. (2014). Environmental Analysis and Marketing Strategy of Korea e-book Industry.JMT, 01(03), pp.68-76. Kansu, A. and Mamuti, A. (2013). The Use of Celebrity Endorsement as Marketing Communication Strategy by Turkish Airlines.IJARBSS, 3(12). Kothandaraman, P. and Wilson, D. (2000). Implementing Relationship Strategy.Industrial Marketing Management, 29(4), pp.339-349. Kotler, P. (2000).Marketing management. Upper Saddle River, N.J.: Prentice Hall. Loudon, D., Stevens, R. and Wrenn, B. (2005).Marketing management. New York: Best Business Books, an imprint of The Haworth Press. Maslen, R. (2013). Emirates Sees Strong Network Growth Opportunities in Africa. [online] Routesonline. Available at: https://www.routesonline.com/news/29/breaking-news/244813/emirates-sees-strong-network-growth-opportunities-in-africa/ [Accessed 13 Feb. 2015]. Mellahi, K., Frynas, J. and Finlay, P. (2005).Global strategic management. Oxford: Oxford University Press. Mindtools.com, (2015). Generic Startegies. [online] Available at: https://www.mindtools.com/media/Diagrams/GenericStrategies.jpg [Accessed 13 Feb. 2015]. Park, Y., Qu, H. and Lee, H. (2011). The Effects of the Image Differentiated Positioning Strategy on Airlines Consumer Behavior: An Application of the Schema Theory.Journal of Travel Tourism Marketing, 28(5), pp.498-523. Parry, M. (2005).Strategic marketing management. London: McGraw-Hill. Sharma, S. (2008). Service marketing. Jaipur: Paradise Publishers. Shaw, S. (2011). Airline marketing and management. Burlington, Vt.: Ashgate. Theemiratesgroup.com, (2015).Company Overview | Our Company | The Emirates Group. [online] Available at: https://www.theemiratesgroup.com/english/our-company/company-overview/company-overview.aspx [Accessed 12 Feb. 2015]. Ungson, G. and Wong, Y. (2008).Global strategic management. Armonk, N.Y.: M.E. Sharpe. Valuebasedmanagement.net, (2015). BCG Matrix. [online] Available at: https://www.valuebasedmanagement.net/images/picture_bcg_matrix.gif [Accessed 13 Feb. 2015]. Varey, R. (2006). Flying High in a Competitive Industry: Cost-effective service excellence at Singapore Airlines.Australasian Marketing Journal (AMJ), 14(2), p.51. Viljoen, J. and Dann, S. (2003).Strategic management. Frenchs Forest, N.S.W.: Prentice Hall. Warren, K. (2008).Strategic management dynamics. Chichester, West Sussex, England: J. Wiley Sons. Weinstein, A. (2000). Segmentation and Relationship Marketing.Journal of Segmentation in Marketing, 3(2), pp.1-3. Winer, R. (2000).Marketing management. Upper Saddle River, N.J.: Prentice Hall.

Law Enforcement Today Paper free essay sample

Law Enforcement Today Paper Today I am going to describe the issues facing police departments in todays society. This Is something that everyone has with their police departments In different states and how they work out. Some of the police departments are facing from society today are the corruption, on-the-lob dangers, and the use of deadly force. When things like this happen and they need to use their power you have the worry that someone will try to blame you for racial profiling and exposure to civil liability.One of the hardest things the police have to do is serve a multicultural society. Multicultural society being the most challenging thing that face American law enforcement today. Police corruption has been something that has been going on for many years. Though you have many officers out there that will do their Jobs with the up most professionalism, there are officers out there that think they can use their title to do think they shouldnt be doing. We will write a custom essay sample on Law Enforcement Today Paper or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page For an example In 2006, for example, Border Patrol Agent Oscar Antonio Rotor pleaded guilty to charges of conspiracy to smuggle aliens Into the United States (Schmeltzer, 2011, p. 268) Doing things the police are to supposed to do Like this example gave Is what give police officers a bad name. I think that this Is a wonderful statement made that I think Is very true for all of the people around that believe in the police officers to help them with crimes. For Policing to be successful, and crime reduction efforts to be effective, citizens must have trust in the police (Schmeltzer, 2011, p. 273) The on the job danger is something that everyone in the world knows that police have to deal with every day. Police officers never know what they could be walking into at any time. In Washington D. C. They have a law enforcement memorial wall that has names of 12,561 law enforcement officers that have been killed in the line of duty.More than 6,000 officers name have been added to that wall since opening day on October 15, 1991. There are times when officers need to use hard force or even deadly force. Law enforcement officers are authorized to use the amount of force that Is reasonable and necessary given the circumstances. Police cant Just use force for no reason at all they have to have a reason for the force they are using. For an example when the lice are hand cuffing someone definition of force is a good reason to use the force needed.Studies show that 88% of use-of-force involves grabbing or holding the suspect. Description of how local, state, and federal law enforcement agencies currently interact with the U. S. Department of Homeland Security (DASH). Local, State, and federal law enforcement agencies currently interact with the U. S. Department of homeland Security (DASH). By Peaches society. This is something that everyone has with their police departments in from society today are the corruption, on-the-Job dangers, and the use of deadly title to do think they shouldnt be doing.

We Real Cool poetry analysis essays

We Real Cool poetry analysis essays Poets use a wide variety of tactics in order to try to express feelings or meaning in their poetry. A poem's subject matter and theme often dictate which tactics are used by the poet to help enhance their audience's experience. We Real Cool? displays the use of a wide variety of poetic devices in order to express its theme. In the short poem, Gwendolyn Brooks attempts to express the irony of certaincool? actions and decisions. The audience is tuned into many of the poet's personal opinions inWe Real Cool? as Brooks tells the tale of a pool player's lifestyle, and this lifestyle's shortcomings. The theme ofWe Real Cool? is that although certain decisions may yield a moment of satisfaction, in the long run wisdom and longevity are what create a happy individual. This theme is meant to advise the poem's audience, and warn that such a lifestyle will only end in early death. This theme is enhanced by Brooks? successful use of poetic devices throughout her poem. InWe Real Cool,? Gwen dolyn Brooks uses a combination of pattern, rime, assonance, and alliteration to create a poem in which the theme echoes in the mind of its audience. With the use of such a sarcastic tone in her poemWe Real Cool,? Brooks enforces the poem's theme using patterned repetition. This repetition makes it clear to the reader that Brooks is implying something opposite from what she is saying, and yields a poem with much more meaning and direction. Repetition is seen throughout the poem with,We real cool. We Left school. We Lurk late?.?(1,2) The pattern continues throughout the poem, each sentence beginning withWe? and containing three syllables. Each statement implies a situation of momentary satisfaction. This is apparent in the line,We real cool. We Left school.?(1,2) where Brooks describes the act of dropping out of school. Although dropping out may alleviate the subject's immediate dislike for a structured schooling environment, it is clear to the audi...

Hospitality Company Research Paper Example | Topics and Well Written Essays - 500 words

Hospitality Company - Research Paper Example The company’s values include customer satisfaction. In order to achieve this, the company promises to offer a wide array of services and tailor others whenever possible in order to enhance customer satisfaction. The company takes customer’s suggestions seriously and has a functional customer service department to deal with the complaints and suggestions from the customers. This way, it interacts with its customers thereby ensuring that it keeps abreast with the prevailing trends in the market thereby beating its competition. My call portrayed the seriousness with which the company responds to every call. As stated earlier, the line did not keep me waiting. The phone rang for about three seconds before the attendant respondent. Given the large number of customers the company serves on a daily basis, it was right to assume that the company has an efficient customer service. The woman observed all the etiquette beginning with a salutation and according to the time to speak to her. As irrelevant as my call could have sounded, she did not express any disgust. Instead, she responded and tried to explain the company’s vision the best way she could. She did not refer to any literature yet her explanation represented all the vital points in the company’s vision as presented on the website and other marketing literature materials. The attendant did not rush me at any time. Instead, she answered my questions and proceeded to ask if I had any other. This proved the company’s commitment to customer satisfaction.

Human Resources - Total Rewards and Vision, Mission, and Culture Essay

Human Resources - Total Rewards and Vision, Mission, and Culture - Essay Example th the passage of some more time, we are surely going to witness drastic changes in the manner in which employees would be able to manage their professions, their jobs and indeed their own selves. It is the duty of the organizations to understand the desires and wants of their employees and in return the employees must make sure they give in their best no matter how trying or tough the circumstances are, say at a given point in time. The mission and vision statements of an organization must be properly aligned to discern the exact basis for the rewards and compensation schemes which will be given out to the rightful owners of the same. There must be an endeavor on the organization’s part to keep all of them contented with their respective jobs so as to have maximum output from them at all times. Compensation methods impact in a fruitful manner towards the working domains of the employees as their morale is boosted up significantly and they feel a new vigor to do something afresh and anew within the realms of the organization. The benefit programs help immensely in their motivation levels and provided the much needed energy to turn things around and make impossible situations into possible (and successful) outcomes. It would be in the greater interest of any organization to devise such programs and methods which would raise the bar when it comes to employee morale and the like since this is in direct proportion to how they would affect the business processes, operations and strategies with their renewed confidence, work ethics and a sense of being positive all round. In an office place, there are certain instances when it is best to choose different people for the various jobs that are assigned in the working environment. This holds true for the rationale that a single person cannot and will not be able to do his work as well as the additional burden that is thrust upon him with zeal and enthusiasm. Hence the need of the hour is to understand that employees and

Do you have to believe in Reason to believe in Democracy Essay

Do you have to believe in Reason to believe in Democracy - Essay Example 42). Therefore, an individual is able to make logic, justify his or her actions and have personal beliefs. This is based on the information that is existent. Philosophy considers reason as rational (Swanson 35). Therefore, cognition, intellect and thinking are part of the reason. Arguably, reason leads to actions or habits that are a person’s thinking. Consequently, one can judge a situation just or unjust, good or bad (Copp et al. 48). In summary, reason and democracy are two different aspects but with a connection yet cannot be said to be tightly linked. Democracy has its connection to rights and freedom to do what one desires. However, freedom and rights come with responsibilities according to democracy (Swanson 55). Consequently, people in democratic nations have the freedom to speech, live, assemble and do other things in accordance with the highest rule of law. Additionally, democracy is also a human right because it gives citizens the free will to carry on their mandate s. Moreover, democracy also protects the basic rights of people. Therefore, democracy is a principle mandate that most governments try to uphold. In summary, democracy is all about the rights and freedom of people. A government that is democratic has power but is accountable to the public. However, this accountability raises concerns because the government should respond to the voice of the citizens (Swanson 63). Consequently, forms of democracy that exist are direct and representative democracy (Held 80). Direct democracy means citizens can actively and directly participate the making of decisions within the government. On the other hand, there is a representative democracy where a set body has sovereignty of power (Held 80). These forms are to help in the representation of the people. Interestingly, this form of modern democracy is common today. In summary, democracy can be either direct or representative but still represents the will of the people. The sole principle in democracy is the equity and freedom of the people. This means that every citizen is equal before the law and the legislative process (Copp et al. 52). Therefore, every person is equal to the other. However, upward control, social norms and political equity are the fundamental principles (Copp et al. 54). As a result, the government reflects equality through these principles. Therefore, democracy allows citizens to be fully part in the life of the society. Democracy often characterizes the majority rule. As a result, the minorities within the government have the tyranny of the majority (Held 197). This is when the protection of a group or individual rights protection. On the other hand, democracy entails elections, which mainly are competitive. Additionally, democratic elections allow people their freedom of speech, political expression and press (Held 201). The citizens are eligible since they serve the interest of the people. In summary, democracy in the modern world entails the majority ru le and their tyranny as they enhance the freedom of the people. Reason is a substance that makes a judgment of a person’s behavior. It helps in arguments since it creates the sense of logic (Manktelow 15). Therefore, attitudes, institutions and traditions play a role in the creation of reason. Moreover, reason is associates with freedom and determinism. According to scientists, the cognition enhances reason in the

Answers to questions on principles of nutrition for healthcare

Answers to questions on principles of nutrition for healthcare Omega-3 (linolenic acid) is a type of essential polyunsaturated fat. Like the omega-6 fatty acids are unsaturated because it contains in its molecule double bonds between carbon atoms and are essential (EFA) because the body can not produce it and therefore must be obtained through food. There are three omega -3 fatty acids: Alpha-linolenic, Eicosapentaenoic acid and Docosahexaenoic acid. These essential fatty acids can be obtained from the following sources: The Blue Fish, Food Plant: The purslane, lettuce, soy, spinach, strawberries, cucumbers, Brussels sprouts, cabbages, pineapples, Almonds and Walnuts. The body needs omega-3 fatty acid to work properly. The main functions of linolenic acid include: The formation of cell membranes, the formation of hormones, the immune system to functioning correctly, the correct formation of the retina, the functioning of neurons and chemical transmissions. Besides the basic functions, there is evidence that ingestion of omega-3 fatty acids represents a number of benefits for the body. Beneficial effects on the circulatory system, the intake of linolenic acid-rich foods or supplements that contain this principle lowers triglycerides, lowers cholesterol, prevents blood clots in the arteries by preventing platelet aggregation and arterial pressure decreases slightly. In general thins blood and protects against heart attacks, strokes, stroke, angina pectoris, Raynauds disease, etc. Moreover, the cardioprotective role is further enhanced by the ability of these oils to increase the transmission power of the heart muscle as rhythm regular and prevent disease and arrhythmias. This component protects against the development of certain cancers like colon, prostate and breast cancer. They can also prevent the growth of cancer cells. In breast cancer these acids inhibit the action of estrogens that are responsible for the development of breast tu mors. There is evidence that omega-3 has anti-inflammatory joint diseases. Therefore food or supplements especially can be very appropriate to reduce swelling and relieve pain in diseases such as rheumatoid arthritis, psoriasis and lupus. The use of supplements containing omega-3 may be a natural alternative to conventional treatment for rheumatoid arthritis. It appears that this component increases the levels of PG3 prostaglandins have anti-inflammatory properties. Inflammatory properties of omega-3 can be used for the treatment of inflammatory bowel disease Crohns disease or ulcerative colitis.   In the same way can help reduce the pain caused by menstruation. The intake of these acids can help maintain mental balance and avoid depression or to improve or assist in the treatment of diseases such as schizophrenia. These acids have a positive action in the maintenance of healthy skin, making them suitable for preventing or ameliorating diseases affecting this organ, such as eczema, psoriasis, etc., Intake of foods rich in omega-3 is very appropriate during pregnancy to ensure that the fetus has a right brain development. Mothers who eat foods with these components have had children with a higher learning capacity and less impaired. Similarly it has been shown that omega-3 favored the motor coordination of premature babies. 2. The client brings the results of recent cholesterol screening with him to see the nurse. The client is confused about what the results mean and asks what the total cholesterol number should be. Which of the following statements could the nurse make about interpreting the results of the cholesterol screening test? a. Total blood cholesterol should not exceed 150 mg/dl c. Total cholesterol should not exceed 150 mg/ml b. Total cholesterol should not exceed 200 mg/dl d. Total cholesterol should not exceed 200 mg/ml Answer: b) Total cholesterol should not exceed 200 mg/dl 3. The nurse is teaching a group of clients in a cardiac rehabilitation class about food sources of proteins. In what foods will the nurse say protein is found? a. in foods derived from both plant and animal foods c. only in foods derived from plants b. only in foods derived from animals d. only in fortified foods Answer: a) in food derived from both plant and animal foods. 4. The school nurse is making a presentation to parents of teenage students. One parent is concerned that their child is not getting adequate high quality dietary protein because the child has stopped eating meat. The nurse tells the parent that certain diets that do not contain meat can still provide adequate protein. Which of the following statements could the nurse make about vegetarian diets and protein? a. all vegetarian diets deliver adequate high quality dietary protein c. lacto-ovo vegetarian diets deliver adequate high quality dietary protein b. fruitarian diets deliver adequate high quality dietary protein d. vegan diets deliver adequate high quality dietary protein Answer: d) Vegan diets deliver adequate high quality dietary protein. Explain why. Get adequate protein on a vegan diet presents no problem at all. Both nuts and seeds such as legumes, whole grains and soy products provide protein. Previously it was believed that plant proteins were of lower quality than animal proteins in which amino acid content is concerned. However, this belief has become outdated and that if you follow a diet based on balanced vegetable products, will receive all the necessary amino acids in adequate amounts. The vegan diet has several incomplete proteins to make a complete one, but that should be eaten the same day, the essential amino acids can also be found in soy products and tofu. 5. A pregnant client tells the nurse that she is taking megadoses of vitamin A in the hopes that it will keep her complexion clear throughout the pregnancy. What could the nurse say about the clientà ¢Ã¢â€š ¬Ã¢â€ž ¢s use of this vitamin supplement? a. Consuming megadoses of vitamin A may cause permanent night blindness. c. Taking megadoses of vitamin A are a good idea during pregnancy because vitamin A supports a healthy immune system. b. Consuming megadoses of vitamin A may result in birth defects. d. Taking megadoses of vitamin A will neither help nor hurt her or the fetus during the pregnancy. Answer: b) Consuming megadose of vitamin A may result in birth defect. Explain your answer. Birth defects can occur if the supplement that has high doses of retinol ingested for a while, several days or weeks and especially during the first trimester of pregnancy. Vitamin A is an essential micronutrient for growth of the human body, the tissue tropism of epithelial organogenesis, epithelial differentiation and embryonic development. Intake, acute or chronic high amounts of vitamin A can cause various clinical manifestations such as headache, vomiting, diplopia, alopecia, dry mucous membranes, skin peeling, bone abnormalities and liver damage. Vitamin A and retinoids are teratogens classics. Malformations that are generated depend on the doses used and timing of organogenesis in which they are provided. During early organogenesis result in abnormalities of the central nervous and cardiovascular system, while a later provision gives rise to genetic defects in the upper and lower genitourinary tract and palate. Retinoids derived from the catabolism of vitamin A mothers diet are transferred to the embryo-fetal compartment. 6. A family member of an elderly client contacts the nurse and asks why the client is receiving B12 injections. Which of the following answers could the nurse give? a. The injections of B12 are given to prevent blindness. c. The injections of B12 are given to prevent pellagra b. The injections of B12 are given to prevent beriberi d. The injections of B12 are given to prevent pernicious anemia Answer: d the injections of B12 are given to prevent pernicious anemia Explain why. Pernicious anemia is a decrease in red blood cells that occurs when the body can not properly absorb vitamin B12 from the digestive tract. This vitamin is necessary for the proper development of red blood cells. The body needs vitamin B12 to produce red blood cells. In order to provide vitamin B12 in their cells, you should eat enough foods that contain this vitamin, such as beef, poultry, seafood, eggs and dairy products (AC Antony, 2008). To absorb vitamin B12, your body uses a special protein called intrinsic factor, secreted by cells in the stomach. The combination of vitamin B12 attached to intrinsic factor is absorbed in the latter part of the small intestine. When the stomach does not produce enough intrinsic factor, the intestine can not absorb the vitamin properly. The disease begins slowly and may take decades to fully establish. Although the congenital form occurs in children, pernicious anemia usually does not occur before age 30 in adults and the average age at diagnosis is 60 years. Monthly injections of vitamin B12 are prescribed to correct the deficiency of the vitamin. This therapy treats the anemia and may correct the neurological complications if taken soon enough. In people with a severe deficiency, injections are given more frequently at first( Medlineplus).

Lincoln :: essays research papers

Over the past few years we’ve seen the glamorous acquisitions and mergers of some of the world’s largest companies. Looking towards consolidating resources, minimizing risk and greater control over the product from inception to marketing, these mergers incorporate both vertical integration and horizontal integration.   Ã‚  Ã‚  Ã‚  Ã‚  Times Warner’s’ merger with Turner broadcasting created the largest media company in the world. It owns cable distribution, cable channels, production, music publishing, book and magazine publishing, retail interests, film production and theater chains. An example of possible problems: The 1996 controversy over Time Warner’s cable provider not wanting to distribute Fox’s 24 hour channel, a competitor with Turner’s CNN. Add to this that TCI, the country’s largest cable provider, is now the third largest shareholder in the corporation through its stake in Turner.   Ã‚  Ã‚  Ã‚  Ã‚  These new organizations have the ability to control and promote a product from multiple angles. However, the size doesn’t tell the whole story. A greater measure of the level of competition comes in terms of market share and the barrier for new companies to enter the industry. While the current trend seems to be toward both vertical and horizontal integration, there are possible reasons for the trend to reverse itself. Because of the financial risk involved with new, large-scale ventures, companies that compete in one market find themselves in partnerships elsewhere. This could cause conflicts should these competing ventures find themselves in the same market.   Ã‚  Ã‚  Ã‚  Ã‚  We have witnessed many mergers in recent months. Here are some mergers that might happen in the future: Names of Co. Merging  Ã‚  Ã‚  Ã‚  Ã‚     Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   New Name W.R. Grace Co., Fuller Brush Co., Mary Kay:  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Hale Mary Fuller Grace John Deere & Abitibi-Price:  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Deere Abi Honeywell, Imasco, and Home Oil:  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Honey, I’m Home 3M, J.C. Penney, Metropolitan Opera Co:  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  3 Penney Opera Grey Poupon & Dockers Pants:  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Poupan Pants Over the past few years we’ve seen the glamorous acquisitions and mergers of some of the world’s largest companies. Looking towards consolidating resources, minimizing risk and greater control over the product from inception to marketing, these mergers incorporate both vertical integration and horizontal integration.   Ã‚  Ã‚  Ã‚  Ã‚  Times Warner’s’ merger with Turner broadcasting created the largest media company in the world. It owns cable distribution, cable channels, production, music publishing, book and magazine publishing, retail interests, film production and theater chains. An example of possible problems: The 1996 controversy over Time Warner’s cable provider not wanting to distribute Fox’s 24 hour channel, a competitor with Turner’s CNN. Add to this that TCI, the country’s largest cable provider, is now the third largest shareholder in the corporation through its stake in Turner.

How Useful is Bakhtin’s Concept of Carnival?

Bakhtin Mikhail Mikhailovich (1895-1975) was Russian philosophist, literary critic and the theorist of art. He is a representative of Russian Structuralism and his historical and theoretical researches on epic and novel literature are important for understanding of the cultural development. Mikhail Bakhtin was one of the first theorists who investigated the polyphonic form of the novel ( «Problems of Dostoyevsky's Poetics », 1929) and folk â€Å"laughing† culture of the Medieval Ages ( «Rabelais and his World, 1965).He is also an author of the essays  «The issues of literature and esthetics » (1975) and â€Å"On the philosophy of the act† (1986). He was the first who use the concepts of dialogism (The Dialogic Imagination) and heteroglossia, the carnivalesque and chronotope in the literary critique. Bakhtin’s concepts are very useful for explanation of the nature of the genre of the novel. The â€Å"dialogism† and â€Å"heteroglossia† invo lve a special â€Å"multivoiced use of language†. The concept of the novelistic â€Å"chronotope† describes historical aspects of literary sources; it uses specified and differentiated time and space for the plot.The present essay is devoted to the concept of â€Å"the carnivalesque†. Bakhtin considers that novels â€Å"can be described as inspired by a laughing truth, indebted to parodic genres and to the spirit of carnival†. Bakhtin was interesting in Rabelaisian work since 1930s. His first work about this Renaissance writer was  «Francois Rabelais in the history of the realism » (1940). This work appeared in the time when Soviet ideology admitted concepts of the realism and the national character. Bakhtin adopted these categories and proposed the concept of carnivalesque.He suggested that low humor culture of Medieval Ages and Renaissance was a power folk opposition to the official values and government. The characteristic of folk low humor, the â €Å"life of the belly† was accepted as the main source of Rabelais book and became a discovery in the critique on medieval literature and, particularly, Rabelais creative work. It was the first publication about the philosophy of laugh. The theory of carnivalesque was developed not only for the explanation of local historical fact but as a universal phenomenon of the world culture.Bakhtin’s idea about  «carnivalization » of literature was developed in other works, but the first record of this theory appeared in the second edition of the monograph on Dostoyevsky. After the Second World War, in 1946 Bakhtin tried to defend theses in the Institute of World Literature (Moscow). The subject of his theses was the creative work of Rabelais. But in Stalin epoch his dissertation was rejected (Bakhtin received the degree of candidate of science (the lowest scientific degree in Russia) only in 1952) and they prohibited publishing the text of the dissertation about Rabelais.Mi khail Bakhtin published the book â€Å"Tvorchestvo Fransua Rable i narodnaya kul’tura srednevekovia i Renessansa† (The creative work of Francois Rabelais and the popular culture of the Medieval Ages and the Renaissance more known as Rabelais and his World) only in 1965. In the next couple years this book was translated in foreign languages (English translation by Helene Iswolsky was published in Cambridge, MA: M. I. T. Press, in 1968) and it opened the epoch of Bakhtin’s influence on the Russian and world humanistic thought.The central esthetic idea of Rabelais and his World is â€Å"grotesque realism†. Rabelais created images of the grotesque body; he emphasized the features of â€Å"lower bodily strata†. The grotesque body is opened to the world, his physiology is not hidden, and this body degrades and regenerates actively. â€Å"In grotesque realism†¦ the bodily element is deeply positive. It is presented not in a private, egoistic form, s evered from other spheres of life, but as something universal, representing all the people.As such it is opposed to severance from the material and bodily roots of the world; it makes no pretense to renunciation of the earthy, or independence of the earth and the body. We repeat: the body and bodily life have here a cosmic and at the same time an all-people's character; this is not the body and its physiology in the modern sense of these words, because it is not individualized. The material bodily principle is contained not in the biological individual, not in the bourgeois ego, but in the people, a people who are continually growing and renewed†¦.This exaggeration has a positive, assertive character. The leading themes of these images of bodily life are fertility, growth, and a brimming-over abundance. Manifestations of this life refer not to the isolated biological individual, not to the private, egotistic ‘economic man,' but to the collective ancestral body of all the people† (Bakhtin, Rabelais and his World, p. 19). Bakhtin found the Renaissance was a period of the benign balance between destructive and regenerative features of grotesque realism. He wrote:â€Å"The essence of the grotesque is precisely to present a contradictory and double-faced fullness of life. Negation and destruction (death of the old) are included as an essential phase, inseparable from affirmation, from the birth of something new and better. The very material bodily lower stratum of the grotesque image (food, wine, the genital force, the organs of the body) bears a deeply positive character. This principle is victorious, for the final result is always abundance, increase† (Bakhtin, Rabelais and his World, chapter 1, p. 62).Mikhail Bakhtin emphasized an opposition between the low popular culture and the official culture of the later middle Ages and early Renaissance. The official culture use static stratified model of the world. Unofficial culture is a culture of Carnival. The etymology of the word â€Å"Carnival† is enough sophisticated. The word is derivated from Italian carnevale, alteration of earlier carnelevare, literally, removal of meat, from carne flesh (from Latin carn-, caro) + levare (from Latin to remove, to raise). Another explanation finds roots of the Carnival in Ancient mysteries.They derivate word â€Å"Carnival† from â€Å"carrus-navalis† (the chariot-ship) of Roman religious ceremonies. Carnival concentrates the contrasts of folk culture and shows the chaotic and imperfect nature of the world. An individual of the middle Ages lived two lives: one that was the official life (church, social duties etc), another was the carnival life filled in with burlesque and low humor. The novel of Rabelais shows how the popular culture liberated the society and how the conventionalities were destroyed in the contact with the reality of the modern era.Bakhtin sees Rabelais not only as a novelist but â€Å"his wor k embodies a whole new philosophy of history, in which the world is viewed in the process of becoming† (Bakhtin’s cycle, 2004). In the Prologue to Rabelais and His World Michael Holquist wrote: â€Å"Bakhtin's carnival, surely the most productive concept in this book, is not only not an impediment to revolutionary change, it is revolution itself. Carnival must not be confused with mere holiday or, least of all, with self-serving festivals fostered by governments, secular or theocratic.The sanction for carnival derives ultimately not from a calendar prescribed by church or state, but from a force that preexists priests and kings and to whose superior power they are actually deferring when they appear to be licensing carnival. † (Michael Holquist, â€Å"Prologue,† Rabelais and His World) The carnival of the adventures of Pantagruel is not similar to the modern carnival. The Renaissance cultures understand the carnival as the â€Å"temporary suspension of al l hierarchic distinctions and barriers among men †¦ and of the prohibitions of usual life.†(Bakhtin, Rabelais and His World p. 15). The Renaissance Carnival is unusual world where festive pleasure and philosophy exists contemporarily. It is topsyturvy world, the world of the primary chaos. Bakhtin proposed the semiotic theory of the carnival, the theory of the carnivalizing of quotidian life. The central idea of the concept of carnivalizing or carnivalesque is an â€Å"inversion of binary contraposition† – replacing official values with low folk culture. When people came to the carnival square than all routine ideas and their oppositions of Christianity change each other.The King of Carnival is a pauper or fool (trickster). Everybody does honor to him. There is a Carnival bishop and Christianic sanctuaries could be desecrated. The top became the bottom, the head – the genitals (low body). Females and males switch their places. Billingsgate and devout phrases change each other. Everything was subject of top down imposition. Why? Bakhtin found roots of the carnival in the agrarian cults of pre-Christianic culture. Carnivalizing â€Å"makes it possible to extend the narrow sense of life† (Bakhtin, Rabelais and His World p. 177).The aspiration of carnival is to uncover, undermine – even destroy, the hegemony of any ideology that seeks to have the final word about the world, and also to renew, to shed light upon life, the meanings it harbours, to elucidate potentials; projecting, as it does an alternate conceptualisation of reality. Dialogism is a fundamental aspect of the carnival – a plurality of ‘fully valid consciousnesses' (Bakhtin, Rabelais and His World, p. 9), Baktin used the concept of the dialogism as a necessary condition of the understanding: â€Å"Two voices is the minimum for life, the minimum for existence† (Bakhtin, Rabelais and His World, p. 252).The carnival papered over the differe nces between the social strata. â€Å"Carnival is the place for working out a new mode of interrelationship between individuals . . . People who in life are separated by impenetrable hierarchical barriers enter into free and familiar contact on the carnival square† (Bakhtin, Rabelais and His World, p. 123). Today the elements of carnivalesque are inherent for some ethnic groups, e. g. Bantu tribe. Traditions of European carnival culture flourish in Latin America, in particular in Brazil. (It’s interesting, that so popular in the Brazilian carnivals â€Å"samba† came from the Bantu word â€Å"semba†).In the modern culture the carnivalesque is actual as never before – but it is another carnivalesque. Mikhail Bakhtin’s carnivalesque has four main themes: the tumultuous crowd, the world turned upside-down, the comic masks and the grotesque body. Bakhtin also categorizes the carnivalesque into three basic forms: ritual spectacles (such as fairs, feasts, wakes, processions, mummery, dancing and open-air amusements with costumes, masks, giants, dwarfs etc), comic verbal compositions and various genres of billingsgate or abusive language.â€Å"†¦ we are especially interested in the language which mocks and insults the deity and which was part of the ancient comic cults† (Bakhtin, Rabelais and His World, p. 16). But some authors found limitations in the theory of the carnivalesque. Richard Berrong wrote that Bakhtin‘s theory had some weaknesses. Bakhtin emphasized the role of laughter culture but do not take in the account the historical context of Rabelais's changing attitude (R. M. Berrong, Rabelais and Bakhtin†¦ , Ã'€. 15, 19-51).The concept of the carnivalesque helps us to identify an atmosphere of festivities, disdain of authority and material anti-intellectualism in literature. It could be applicable to certain genres carousals in Flemish painting and to the social criticism of postmodern art. Bak htin’s concept of carnivalesque could be useful way for the analysis processes connecting the comic and the serious issues of routine life. Medieval carnival players went to the streets in masks and costumes, their ritual spectacles (e. g. the Feast of Fools or the Feast of the Innocents) were full with the topsyturvy.The citizens were admitted to â€Å"occupy† the cathedral and turn it upside down and inside out. They could tell everything and do everything. They were equal and close in this moment. They were very much like Americans today. Where is American carnivalesque? You could find in the streets of New Orleans during Mardi Gras or in the New York during Greenwich Village Halloween Parade. If can find it in the bad blocks and slums. Mikhail Bakhtin's concept of the â€Å"carnivalesque† can be applied to ethnical studies of African American or Latin American culture.Today we can use the concept of the carnivalesque when we analyze issues of satire and paro dy in the festival performance of the globalization. We can see the elements of carnivalizing in the pubs, in political actions, advertising and media, in the street theater etc. We see grotesque body of the modern civilization and the modern art. For example if we apply Bakhtin's idea of the carnivalesque to the comedies and romantic movies we can easily find accordance to Bakhtin's description of the world turned upside down in the interests of liberating laughter.In Bakhtin's view, comedy relocates the spiritual from the top (a head and the face) to the bottom (the belly, the bowels and the genitals): â€Å"The essential principle of grotesque realism is degradation, that is, the lowering of all that is high, spiritual, ideal, abstract† (Bakhtin, Rabelais and His World, p. 19). Another modern arena of the contemporary carnivalesque is advertising. Carnivalesque PR stunts are used to attract attention of the potential customer. Otherwise, traditions of the carnival could co nstitute a strategy of resistance to the abusing advertising.I found very interesting material about rave music and use of Bakhtin’s concept of carnivalesque. Rave is out of the mainstream. Like medieval carnival the rave has capacity to disrupt and remake official public norms, both they lead people into the â€Å"symbolic sphere of utopian freedom†. Rave realizes its carnivalesque features in several ways. There are no exclusions to participate in the medieval carnival or rave party and there is no hierarchy between people in the time of festivity or the party. There are oppositions between official and non-official life etc (Rave as Carnival, 2004).But I think that Mikhail Bakhtin never think we will use his concepts to argue our non-trivial ideas about music, movies, public relations – about everything. He was a literary critic and proposed the concept of the carnivalesque to explain dynamics of social changes in the late Medieval Ages and early Renaissance. He uses Rabelais’ work because he was the most typical writer for this period and the elements of carnival grotesque were shown in Gargantua and Pantagruel very clearly. Mikhail Bakhtin died in 1975. He made an important contribution to science. But his concept is not universal.Nothing is perfect.References 1. Bakhtin and Medieval Voices. (1995) University Press of Florida. Gainesville.2. Carnival, History And Popular Culture: Rabelais, Goethe And Dostoevskii As Philosophers (2004) The Internet encyclopedia of philosophy http://www. iep. utm. edu/b/bakhtin. htm.3. Rabelais and Bakhtin Popular Culture in â€Å"Gargantua and Pantagruel† by Richard M. Berrong (1986) University of Nebraska Press, 180 p..4. Rabelais and His World by Mikhail Bakhtin (1984) Indiana University Press 510 p..5. Rave as a carnival (2004) http://www. odevarsivi. com/12/50972. htm.