How Should Rmit University Address the Issue?

How Should RMIT University Address the Issue of Declining International Student Numbers in A Very Competitive Global Market? [pic] Executive Summary Royal Melbourne Institution of Technology (RMIT) is a worldwide famous university and it provides global education service with good evaluations, lots of international students in Australia would choose RMIT University for their first or continuing studies and they are becoming a big part to consist of RMIT University students.But recently, because of the global financial situation change and current conditions in Australia, the RMIT University might face the declining problems of international students. Base on this overview, this research provides an analysis and recommendations of current RMIT University’s international student’s situations and future improvements. The purpose and objective of this research is searching the most closely reasons which are creating the biggest influence in international students’ ev aluations and social measurements.The major method of analysis adopts questionnaires survey; each questionnaire involves eleven progressive questions to measure the results from different gender, nationality, level of degree and personal opinions. The sample of survey can be found in appendix. The outcomes of primary and secondary data analysis indicate that the current international students declining in RMIT University because of the whole trend of the Australian international students is decreasing and lots of international students are not satisfied with RMIT University’s basic conditions or they just measured it as â€Å"Just okay†.This paper finds out the general evaluation of RMIT University is medium, a part of international students’ rate is high quality, but the most investigators evaluated as medium or lower indications. The major area of declining problem possibly is related with RMIT University itself, such as education and facilities quality, tuiti on fees and so on. But the integral situations in Australia also influence the student source of RMIT University. The recommendations are discussed as: 1. Improve education quality; . Enhance the quality of facilities and assistant services; 3. More overseas advertising; 4. Career or employment support; 5. Students wellbeing care; 6. Establish more scholarship programs and reduce tuition fee. Table of Contents 1. Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 6 2. Research Purpose and Objective†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 3. Methodology†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 8 4. Findings and Outcomes†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9 5. Recommendations†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 15 6. Conclusion†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 9 Reference†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 21 Appendix†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 23 1. Introduction In this particular research paper, the major research project is around the question of â€Å"How should RMIT Univer sity address the issue of declining international student numbers in a very competitive global market? † to seek relative factors and then analysis main reasons and influence.The first part of this paper is identification of research purpose and objectives; in this part it briefly describes currently general situation of Australian international students market and most of universities’ behaviours. Especially, this part represents detailed information of international students in Royal Melbourne Institution of Technology (RMIT) and recent important performance, and then combines all mentioned data and information to confirm the research purpose is aim to find out core factors by examine all related elements.Base on the research purpose of this paper, the reasonable and logical methodology should be used in collecting data and distribute the results from data analysis, therefore this article adopts the method of questionnaire survey to collect information from RMIT Unive rsity’s international students. In this particular questionnaire, it concerns the research project to set up eleven progressively questions. And in third part of this paper, it through the main questions in survey to create accurate data results to assist the continuous analysis and final outcomes.At the end of analysis, according to previous detailed analysis of primary and secondary data, this paper suggests several reasonable and active recommendations such as enhance the quality of education system and facilities and so on to support the objective purpose of this research. Finally, the conclusion of this research summarise all findings and emphasize the key improvements which is suggested to RMIT University then help institution to solve current problems. 2. Research Purpose and ObjectiveA number of international students in Australia have increased considerably over many years ago. More people, particularly from Asia-Pacific region, were likely to study in Australia. Man y universities tried to develop educational systems into Australia education standard and undertake assessment of overseas qualification by the National Office of Overseas Skills Recognition (NOOSR) in order to attract more international student (Auditor General Victoria, 2002). However, since the global financial crisis in 2008 numbers of international students are decreased by 10% to lowest levels.Margaret Gardner, vice chancellor and president of RMIT University, said that there is likely to be a decline in the total number of international students coming to Australia. This issue can be caused by many factors, that influence dramatically on decision, such as a soaring currency, restriction of visa application, etc. (Mercer, P 2011). Furthermore, students also have other option countries, which are more affordable study destination. All Australian universities are faced high competitive situation.This seems to be very concerning issue due to the fact that an education industry ea rns a massive income from international student. According to Ding, K (2012), international students bring Australia  a huge $16. 3 billion in export income in 2010-2011. RMIT University is one of high reputation universities in Melbourne. It provides 74,000 students, including 30,000 international students inshore and off shore from more than 100 countries (RMIT University, 2012). However, it has also been in the declining of international student numbers situation even numbers of student in higher education was still growing (Lane, B 2011).In 2011, the Australian Government has changed some visa application policies that would help reverse the decline in international enrollments (PIER, 2011). This may bring advantages to all universities, including RMIT University to have more international students’ enrollments. The purpose of this research is to examine various factors, which affect on decreasing in numbers of international student at RMIT University. The issue will be considered thoroughly in order to find out appropriate solution for this situation.As a result, some crucial recommendation will be given to RMIT University to address the issue of declining of international student numbers. 3. Methodology Research was created by RMIT International students in order to investigate the declining of international student numbers issue faced by RMIT University and give some crucial recommendations to address the mentioned issue. Interviewees comprised 26 overseas students, divided by gender half and half from Chinese(14), Thai(2), Taiwanese(2), Malaysian(1), Indian(2), Ethiopia, Saudi Arabian, Pakistan, UAE, and Kenyan.Most respondents were student 21 – 30 age group. This survey consisted of 11 questions. Personal information was surveyed in the beginning, regarding gender, age, and nationality. Other questions were linked to the factors that affect the problem of declining international student numbers in RMIT University. Furthermore, it can b e inferred to some solutions that address the issue effectively. In the second part of the survey, the interviewees were asked about the person who influence most to study overseas, including provide financial while they are studying.The questions focussed on internal factors that encourage international student studying at RMIT University. The next questions pointed at factors from RMIT University. The participants were asked for an opinion about the most popular education level in RMIT University for international student, also ranked a satisfaction of quality of educational system, facilities and student service at RMIT University if they were concern in these factors. The rest of the questions related to external factors, which would influence participants study at RMIT University. The respondents were asked to rank each factor influences’ to study at RMIT University.Additionally, they were requested to show other option country for studying aboard, unless they studied in Australia. The last question asked for the recommendation to attract more international student come to study at RMIT University. A copy of the interview questions appears in the appendix section of this report. 4. Findings and Outcomes Generally, to study overseas will offer international students a better education and more job opportunities. On the other hand, international students also make significant contributions to Australian society and economy. For example, they will bring different cultures to communities and enrich them.The Australian economy as well as universities will obtain benefits from the tuition fees paid by international students or other expenses. As the number of international students declined in Australia recently, RMIT University should pay attention to this issue for the sake of continuous making profits. Therefore, in this section we will analyse why the number of international students declined recently from secondary data which are collected from lite rature review and primary data which are collected from our questionnaires. The following graph shows the basic trends in international student visa pplications to Australia. Fig 4. 1 [pic] (Source: Australian Bureau of Statistics 2011) As Figure 4. 1 shows, there is a sharp increase of student visa applications from 2006 until 2008-09 because of the higher reputation of Australian education system. However, the total number followed by a significantly sudden decrease from 2008-09 until 2011. Because of the graph shows the whole trends of international student visa applications, it can be guessed that not only RMIT University experienced the decline, but also other universities such as Melbourne University or Monash University struggled.Moreover, the decline issue has not changed from the end of 2011 and still continued in 2012. The following Fig 4. 2 shows the change of volume of Enrolments and Commencements in different Australian educational sectors. As we can see the total volum e of Enrolments and Commencements in March 2012 declined by -8. 5% and -7. 2% respectively compared with the same month of last year. Especially, the Higher Education sector displays a decrease in Enrolments of 4. 0% and a 6. 0% decline in Commencements compared with 2011 figure. Fig 4. 2 pic](Source: Australian Education International 2012) What kind of reasons that contributed to this situation? According to Deloitte Access Economics (2011), the reasons include the appreciation of the Australian dollar which will increase the living cost in Australia for international students, the change of the General Skilled Migration program which made more difficult for international student to apply the permanent residency and the increased competition from other countries’ universities may also effect the number of international student visa applications.The above analysis is based on the secondary data, next we will use our own data which are concluded from questionnaires to do the further analysis. One question in the questionnaire is: How would you rank the quality of education system of RMIT University? The reason why we ask this question is the quality of education system is an important component of a university. If the quality of a university is good enough and has a higher reputation, then more international students will choose it and vice versa.The responses of this question can reflect international students’ attitudes to RMIT University. The result of this question is showing in the following Fig 4. 3. Fig 4. 3 [pic] Base: International students (26) Q: How would you rank the quality of education system of RMIT University? As we can see from Fig 4. 3, most interviewees which are 13 ranked the quality of education system of RMIT University as Medium. 7 interviewees ranked as High. However, we are very surprised that 2 interviewees ranked the quality as Low. This means they are not satisfied with the education of RMIT University.The reason they gave us why they ranked as Low is they think recent years RMIT University did not improve its education system a lot such as the courses in some programs did not change for a period of time. Combined with this question, we think one reason of declining international student numbers at RMIT University should be the quality of education system is not as good as other universities such as Melbourne University. Fig 4. 4 [pic] Base: International students (26) Q: How would you rank the quality of facilities and services of RMIT University?According to the answers of the respondent in terms of the quality of facilities and services in RMIT University (Fig 4. 4), the result looks like moderate. More than half of answerer (56%) thinks facilities and services quality can be accepted, only 4 students out of 25 who think RMIT University provide a good facility and services, while 28% respondents don’t like the facilities and services. Here, the facilities services, according to RMIT Un iversity, includes maintenance of all mechanical and essential services, mail services, cleaning services, fire and emergency services, and security system (RMIT University 2012).But in the survey, except the facilities mentioned above, the respondent also considers the teaching facilities, library facilities, sport facilities, frequency of social events, administrative services and support, online learning resources, IT support and equipment, university web site, financial support and advice of RMIT University provided. Some students complain that: â€Å"there is always a long line in the hub, in computer lab, and even the printer†, â€Å"no available group meeting room unless I booked it couple of days before†, â€Å"sometimes, I cannot login myRMIT†.Therefore, it is obvious to see that the quality of facilities and services of RMIT University is not a competitive advantage for attracting international student. Fig 4. 5 [pic] Base: International students (26) Q: How would you rank the following factors that influence you to study overseas such as at RMIT University? Knowing the factors that influence student to study overseas is significant to find the reasons of the changes of number of international students. As shown in the pie chart above (Fig 4. ), there are two main aspects that students will consider when they go to abroad for further study, that is, reputation of the university and education system quality, which occupied totally 52% of the all factors that the survey provided. After consider the university reputation and education quality, 15% international student prefer study at the country with the good currency exchange rate. In addition, tuition fee (13%) and social environment (10%) of the expected country as two important aspects will be considered before students choose the overseas university or the country.Few students take into consideration the education policy (e. g. Double degree program in short-term) and the coun try’s immigration policy (e. g. , permanent resident policy), from the survey result, these two policies have the same number of supporter (5%). In this survey question, seven factors were offered, it is clearly that reputation of university, education system quality, education policy and tuition fee refers to the university, while another three factors: immigration policy, exchange rate of currency, and social environment of that country related to the country.Regarding the survey result, compared with the concerns of the country, international students would like put more concentration on the choice of university. Besides, the survey provides an interesting choice, that is, â€Å"which country would you go to study instead of Australia? † Almost every respondent said they want go to USA and UK, and they gave similar reasons, like: â€Å"high quality of education in the world, good education facility, good education atmosphere, weakness of US dollar†. In fact, their opinion of the choice is consistence with the factors affect people study abroad discussed above.Thus, to attract more international students, the university should take more measures to improve their education quality and reputation, rather than relay on the policies of government. 5. Recommendations In the previous section, we have analysed the reasons that the number of RMIT University’s international students declined using both secondary data and primary data. In this section, we are mainly aiming to propose some recommendations for RMIT University for the sake of preventing the declining trend and continuous making profits.The last question in our questionnaire is: If you were reporting to RMIT Executive, what would you recommend RMIT University do to attract more international students? This is an open-end question and the purpose of it is to obtain interviewees’ suggestions about the improvements for RMIT University. Finally, we have concluded 6 recommend ations from all interviewees’ responses for RMIT University to address the issue of declining international student numbers. Improve Education QualityBasically, most interviewees’ first suggestion is about the education quality of RMIT University. Education quality includes many areas such as the quality of programs, courses allocation of programs, physical environment of study and the quality of lecturers. Therefore, we think RMIT University should devote some effects to improving these areas in the future. For example, some courses in the program have not been changed for a long time; RMIT University could allocate different courses for the program after a period of time.This will make the program fresh to students and follow the trend of educational development. By allocating different courses in the program regularly, the quality of program will be improved to a large extent. For the quality of lecturers, we think RMIT University should arrange some training course s for the lecturers regularly to enhance their abilities of teaching and also provide better resources and infrastructures for lecturers. This will improve the quality of lecturers in the long run. Enhance the Quality of Facilities and ServicesExcept the education quality, university’s facilities and services also play an important role in the levels of satisfaction of student experiences. To satisfy international student’s demand in terms of facilities and services, the paper would like recommend RMIT University provide more service counters in hub, and offer more computers in the lab, more group study rooms. For learning resource, more books or journals are required in the library and allowed registered student can assess more online learning resources.Furthermore, provide more writing workshop for international student. More Overseas Advertisements Our third recommendation is about the advertisement of RMIT University itself. We think RMIT University should advertis e itself more in education market especially in foreign countries such as Asian and European countries. In the advertisements, RMIT University should display its unique educational strength such as it is the only university that provides logistics program in Melbourne.Because of the globalization is becoming a trend gradually, the logistics in some Asian countries is boosting its development and demanding more good logistics graduates. As a result, more students want to go abroad to get better education in logistics, so this could be an opportunity for RMIT University to advertise itself and increase the number of international students. Moreover, we think RMIT University should also enhance its cooperation relationships with other foreign universities. For example, RMIT University could introduce more students exchange programs such as study tour and cooperation programs.Cooperation program means international student can study for a period time in his own country’s universi ty and then come to RMIT University to study another period of time to acquire the certificate. This economic way is becoming more and more popular in Asian countries because it can save much cost for students who want to study abroad compared with the way that they apply RMIT University directly. Through this way, RMIT University could also increase its international student numbers. Establish More Scholarship Programs and Reduce Tuition FeeThe next recommendation is about scholarships and tuition fees. Many interviewees mentioned RMIT University should also provide scholarships for international students instead of only providing to PR students or citizens. In fact, most American universities will provide a fairly amount of scholarship to its students regardless of their nationalities. Moreover, as the exchange rate of US Dollar is depreciated currently, more students will choose American universities for better education and scholarship. That is one reason of declining internatio nal student numbers in RMIT University.Thus, if RMIT University could also provide scholarships to international students, the number of students will increase to some extent because Australia has a better environment and society compared with America. This is a significant strength of Australia and an important reason for international student’s choice. Furthermore, tuition fee is another important aspect according to interviewees’ answers. They are not happy with the increase of tuition fee every year. Because the tuition fee is already very high for international students compared with local students.If the tuition fee increases every year, it will be a big burden for international students. According to their answers, they do not hope tuition could decrease, they just hope the tuition fee can keep stable during their study period because they think the tuition fee is an important factor to influence their choice of university. Therefore, we think if RMIT University could consider the issue of scholarship and tuition fees, it will have more chances to increase the number of international students and improve the reputation. Career or Employment SupportThe career support of a university provided is an advantage for attracting international students. Therefore, a suggestion for RMIT University is cooperate or communicate with some companies to offer some practical skill training opportunities to students, enable them obtain the practical work experience and professional skills before they get a job, thus, compared with their peer, the graduates will have more competitive advantage. Besides, RMIT University could provide job information to international students about working in Australia, such as: organise career expo.Take Care of International Student’s Wellbeing A sense of wellbeing is integral to a high-quality experience for international students and is contains accommodation, community engagement and health and safety issues (Counci l of Australian Government, 2010). International students face particular challenges and may require some specialized services to support their wellbeing, because they may be living independently and for the first time in a foreign country with an unfamiliar culture and limited English skills.Apparently, the issues of wellbeing are a responsibility of the council; however, university as an education provider and contact with international students directly, is an important channel to increase student awareness of safety and minimise safety risk by informing students. Therefore, RMIT University can provide safety information and advices to current and future international students and publicise the student personal safety guide to international student at orientation events. In terms of accommodation issues, as we known, there is no accommodation provided in RMIT University.So, for international student’s convenience and safety, RMIT University can cooperate with housing agenc y to provide housing information through school’s bulletin board and website. One survey which was held by Council of Australian Government (2010) indicates that 80 per cent of international students want more Australian students as friends. The paper suggests RMIT University should actively to promote social events, help international students engage with local students and community groups and helps them adjust to the new society and culture. . Conclusion At the end of this report, according to the above detailed analysis and recommendations suggested. In conclusion, the major reason to cause the declining issue happens to RMIT University can be divided into two sections, first one is the integral influence, because of the current international students situation in Australia is indicating an decreasing trend therefore the national factors influence the international students source of RMIT University.The second reason is the social evaluations, concerning the questionnaire survey’s result and analysis; the general evaluations for RMIT University from its international students are obtaining a medium level. Therefore, the results show that the RMIT University service provides to students which is just meet the basic level but not fully satisfied everyone, and most of investigators expect more improvements. Base on the research results, this report suggests several reasonable recommendations to help RMIT University abate current problems.The major opinions include establish more scholarship programs and reduce tuition fee, take care of international student’s wellbeing and improve the quality of education system and facilities. Because of these three suggestions are the key reasons which were reflected on questionnaires research, therefore these performance should be developed first as essential conditions to innovate the whole institution then develop the other parts as long term enhancement and future strategies.

Literature as a Medium Which Conveys the Culture of the Target Language Essay

The purpose of this paper is to familiarize foreign language instructors with the effectiveness of using literature as a mean of bridging the cultural gap between students and the target language. It will also discuss how teaching literature can help students become more effective communicators in the target language and at the same time making them appreciate other cultures different from their own. This may lead to say that, one of the major functions of teaching literature in a foreign language classroom is to serve as a medium to transmit the culture of the target language of the people who speak the language in which it is written. Therefore, literary texts can offer to the students a colorful world that reflects the culture of the language community. As readers; students get engaged within these texts, they come to understand how the characters in such literary works experience life and how they speak and behave in different settings. However , the study of literature can be considered as a method in which students can dive into the cultural experience of the language throughout the imagery and metaphors mentioned in a given text, as Gray points out: â€Å" Students learn to see a world through another’s eye,observing human values , different kind of living and discovering that others live very different societies. they will understand and become broadly aware of the social,political,historical,cultural events happening in a given society. . The role of literature in language teaching Literature, when defined as a subject of study, is an activity that involves and uses language (O’Sullivan, 1991). Ganakumaran et al (2003) stated that it is also referred to as the big â€Å"L† that focuses on the literariness of a text. It is an example of language in use and a context for language use. Literature is seen as a medium in which students’ appreciation of different system language organizat ion can be developed. Therfore, studying literature, on the whole, may not be considered as a reaction but rather as an interaction between the reader , the writer and their cultures. From an other parameter ,the teaching of literature in foreign language classrooms is essential and can be used as a perfect instrument to stimulate and speed up the teaching and learning process Carter and Long (1991). In other words, literature contributes in helping the students to explore knowledge ,promote their literacy development and fosters their language proficiency. Also, literature may provide effective, attitudinal and experiential factors which will motivate students to read McKay (1982). As a matter of fact, Obeidat (1997) said that literature has much to offer than language would normally do, since it has greater freedom and since it acknowledges no linguistic barriers which could refrain our ability to use language. Therefore, it is undeniable that literature helps to improve students’ command of language and the ability to use it freely, not solely as a linguistic, but as a cultural, intellectual, social and psychological medium of expression. In terms of using literature to teach language, Brumfit and Carter (1986) asserted that literary texts not only can grip the reader’s imagination more strongly but they can also be promoted for the examination of language at work. Littlewood (2005) also observed that although such texts were predominantly valuable for developing reading skills, it could be exploited for purposes such as explaining grammar teaching and indicating various types of language usage. Since literary texts contain language intended for native speakers, literature stands as a model for language learners to become familiar with different forms and conventions (Collie and Slater, 1991). Containing real examples of grammatical structures and vocabulary items, the literary texts raise learners’ awareness of the range of the target language and advance their competence in all language skills (Povey, 1967). Second, using literature in language teaching has the advantage of providing cultural information about the target language. Literary texts increase foreign language learners’ insight into the country and the people whose language is being learnt (Collie and Slater, 1991), which fosters learners’ ability to interpret discourse in different social and cultural target language contexts (Savvidou, 2004). . Literature as an instruments that stimulates the knowledge of the culture Teaching literature stimulates the imagination of the students and develops their critical abilities by getting them involved in interpreting the different symbols and meanings found in the text. They become more productive and adventurous when they perceive the richness and diversity of the language. Therefore, it is vital if educators create a harmonious literary atmosphere ,they may enable their students to immerse themselves in the story by turning the classroom into a cultural island where students interact with the text, share different viewpoints about the settings, the style, the language. Researchers have recognized that the benefits of using literature in three core areas: First , literature is beneficial to language development( John and Louis, 1987; Morgan, 1998; Myonghee, 2004;Sage,1987); second, literature enhances the knowledge of ulture and society which is too complicated to be captured by any single piece of expository writing; Third, literature fosters critical thinking by offering readers multiple perspectives especially in books with issues such as immigration, cultural differences, social upheavals (Edmondson 1995/6). John Lye (2003) believed that literature captures the complexities of the human situation, illustrating (dramatically, imaginatively, compellin gly) the grounds and the meanings of values, and the nuances of our experiences. It also allows us imaginatively to inhabit the lives, the experiences, the meanings of others. Lye(2003) added that literature challenges the sentimentalization of values, and those distortions of values which serve the ends of the powerful, the opportunistic, and those who want only to serve their own desires ,from an other parameter, literature explores and reflects conflicts in the culture itself, conflicts in the values and ideas of the culture, the conflict of social groups (ethnic, racial, class, gender, religious and so forth), in addition to that ,it offers a sense of identity and community, by establishing and founding narratives which capture the ‘essence’ of what typifies the culture or community, or by dramatizing those particular stories and images which give the culture a sense of common meaning and purpose. 4.  Applying literature and culture in language teaching classroom When it comes to learning a new language there can be no substitute for actually living in a country where this language is spoken. Besides, teaching literature does not mean ,limit students to take a passive role but to stimulate students to be engaged proactively within the target language. However, foreign language teachers can provide literary texts best by turning their literature classes into a community where students can engage themselves actively with the culture and the language they are studying and where the emphasis in class could be on ‘cultural experience rather than cultural awareness. As Duff and Maley point out, â€Å"literature offers universal themes which are relevant to students’ own experience,it is also a mirror that reflects and heightens each learner’s perception of the social world. Thus, literary texts are opened to multiple interpretations and interactions†. Students cannot remain passive if they are to interpret and understand what they are reading. They are placed â€Å"in an active interactional role in working with and making sense of the target language guided by the teacher, they have to actively participate and interact with each other. Literature and culture in foreign language teaching can provide linguistic and artistic elements and perspectives to students.  Through literature as well as culture, students could have the opportunity to establish a connection with the target language and realize that their own personal, social,cultural and historical contexts have been influenced by a foreign language and a foreign culture and how, in a symbiotic process, this other culture has been nourished. Culture, on the other hand, offers an interdisciplinary field that includes artistic discourses, social conventions, and reflexive impacts. It opens the door for students to increase their knowledge of the target culture as they can contemplate and critically comment on people’s way of life, values, attitudes, and beliefs, and regard how these elements can have an impact in linguistic categories and forms. Indeed,language found a soulmate in literature, and they are inserted in culture.

Managing employee Relations Essay Example | Topics and Well Written Essays - 2500 words

Managing employee Relations - Essay Example The profit turnover of M&S is close to 7.3 billion. M&S not only caters to clothing but has also widened the market by offering other products that range from furniture to food and financial services. (Marks and Spencer, 2000) Initially there were problems and issues with the employee employer relationship and hence the company had to adopt a different employee relation approach. The company adopted some changes and principles within the management such as, Change in work timings: With the introduction of Sunday trading in the UK, Marks and Spencer had to create flexible shift timings in order to work on Sundays. Most of the staff work 36-38 hours per week and currently some of the staff work more than normal work schedules. (Yvonne, 2010) Pension: Marks and Spencer’s provide secure retirement benefits for its employees if they have worked in the company for more than a year. The company also provides additional health and dental care for its employees. They also provide SAYE for all the employees across the world. (M&S, 2007) The company is not represented by any trade union. The employee relation of M&S is taken care by the Human Resource Management (HRM) and it is closely aligned to the business objectives and strategies. The trade union in the UK is the most influential association for protecting employee’s rights.   In 2001, Marks and Spencer’s had announced closing down stores in Europe especially Belgium, France, Germany, Portugal and Spain. The company had planned to close down some of the stores in Europe as a part of cost cutting measure which would help in saving 250 million GBP in 2006-07. The UNI commerce and the national trade Union had raised concerns and had tried to reverse the company decision as it had breached the laws. The Marks and Spencer staff members and the trade union had demanded to reverse the decision to close the stores in Europe and also to initiate and

Cross Cultural Communication Essay Example | Topics and Well Written Essays - 2000 words

Cross Cultural Communication - Essay Example Brandl, J. and Neyer, A. 2009. APPLYING COGNITIVE ADJUSTMENT THEORY TO CROSS-CULTURAL TRAINING FOR GLOBAL VIRTUAL TEAMS. Human Resource Management, 48 (3), 341-353 Anxiety and uncertainty in global virtual teams can be overcome when feeling of mutual trust is developed among the members, according to Brandl and Neyer. The type of cross-cultural training can influence cognitive adjustments in virtual teams. Training should equip the team members to deal with uncertainties instead of enforcing ready-made concepts of culture. Horak, S. 2010. Does The Individual’s Culture Play A Role In The Value Perception Of Members Of Small Multinational Teams? Business and Economics Journal. Horak investigated and found that the culturally influenced work values at country level as discovered by Hofstede do not play a significant role in small multicultural teams. Students being young and dynamic adapt to an international environment and respond positively to convergence of cultures. Kirkman, BD, and Shapiro, DL. 1996. THE IMPACT OF NATIONAL CULTURE ON EMPLOYEE RESISTANCE TO TEAMS: TOWARD A MODEL OF GLOBALIZED SELF-MANAGING WORK TEAM EFFECTIVENESS. Academy of Management Proceedings, 53-59 Kirkman and Shapiro evaluated the impact of national cultures on self-managed working teams (SMWT) and found that national cultures can create different conceptualizations of organizational justice. Moreover, members of SMWT may require different forms of compensation, appraisals, and decision-making structures to reduce resistance due to differences in perceptions of fairness. Mockaitis, AI., Rose, EL. and Zettining, P. 2007. THE DETERMINANTS OF TRUST IN MULTICULTURAL GLOBAL VIRTUAL TEAMS. Academy of Management Proceedings, Mockaitis, Rose and Zettining focused on the development of trust in multicultural virtual global teams and found that national culture, conflict, task interdependence, and communication play a vital role. However, diversity – cultural or demographic – has minor relationship in the development of trust. Cultural diversity is not a barrier to trust. Newell, S., David, G. and Chand, D. 2007. An Analysis of Trust Among Globally Distributed Work Teams in an Organizational Setting. Knowledge and Process Management, 14 (3), 158-168 Newell, David and Chand analyzed trust among IT work teams based on the Newell and Swan threefold typology of trust and found that due to situational factors and socio-psychological dynamics, and ‘Us versus them’ attitude undermines the development of trust. Relationship management can minimize the impact of an inter-group perspective. Puck, J., Rygl, D. and Kittler, M. 2006. Cultural antecedents and performance consequences of open communication and knowledge transfer in multicultural process-innovation teams. Journal of Organisational Transformation and Social Change, 3 (2), 223-241 Puck, Rygl and Kittler evaluated the performance of process-innovation teams necessary in the ever--changing bus iness environment. The study found that national cultural diversity had no significance on intra-team communication and knowledge transfer but both these elements have significant influence on different measures of performance as performance is perceived differently by team members. Sivakumar, K. and Nakata, C. 2003. Designing global new product teams - Optimizing the effects of national culture on new product development. International Marketing Review, 20 (4), 397-445 Since cultural diversity has both positive and negative impact on global new product teams (GNPT), Sivakumar and Nakata developed a framework containing four factors that would

A mother duties Essay Example | Topics and Well Written Essays - 500 words

A mother duties - Essay Example ace in your life an earthquake would not quite be able to describe until the aftershock – being left with different kinds of ruins with which you are the epicenter. Now this is the time when every bride realizes she actually dedicated all her carefully thought of vows to a routine of feeding, cleaning, gardening with every emotional quotient on the side. As opposed to popular belief, being a mother never makes you only a mother. It only makes you the mother of all trades. If before motherhood you have never imagined the possibility of doing something you think is hard work and at the same time doing something fun without depleting the satisfaction or productivity you can get from both, being a mother will now turn you into a Jedi. Mothers never simply rock a chair to put a baby to sleep. They do the rocking in a much more pleasurable way without having to feel guilty. Mothers may have lost their to-die-for bodies and a calendar full of fun activities but they sure still got the female hormones that need a little bit of tingling. Aside from that, motherhood is not a free-Willy cause where you can just trample in the sea all day long. A lot of mothers today, most of which seem to be a Stepford wife personified, are able to help pay the bills in the house and at the same time manage a family despite the many physical and emotional challenges they face in a daily basis – sometimes the hardest of which would be to tame a wistful second child, the husband. However, one thing I am sure of, behind every successful woman is a bag of dirty laundry. Thus, coining mothers who work a â€Å"working mother† is an implication of redundancy. At home, mothers perfectly exemplify that sleep is not a part of human life. Based on observation and experience, mothers could very well be considered the right hand of God. They are the household omnipresent, omniscient, and all-knowing beings who could very well deliver on every demand of each person in the house that makes the job of

Nursing Assessment and Care of a Patient Following a CVA Essay

Nursing Assessment and Care of a Patient Following a CVA - Essay Example He has not passed urine since admission. He exhibits some paresis, and is leaking saliva at the right side of his mouth. Two possible nursing diagnosis related to this patient’s condition include: Risk for aspiration related to impaired swallowing secondary to cerebrovascular accident; Risk for falls related to bodily weakness, secondary to CVA. This paper shall discuss the patient’s assessment data and interventions which can be implemented for the patient. Body Assessment 1: Risk for aspiration related to impaired swallowing secondary to cerebrovascular accident. This nursing diagnosis relates to this patient’s assessment data because the patient’s swallowing reflex is compromised and he is also unable to control his saliva flow into his tracheobronchial passages. As a result, his saliva getting into his bronchial tubes and on to his lungs is a significant possibility. Two priority nursing interventions to address the problem includes: clear secretions f rom the mouth or throat with a tissue of gentle suction; and maintain side-lying position. Clear secretions from the mouth or throat with a tissue of gentle suction This intervention would involve the regular checking of the patient’s mouth for saliva build-up, clearing such build-up with a tissue or via gentle suction. Preventing saliva build-up in the mouth prevents the saliva from flowing down the throat and into the bronchial tubes and lungs, thereby preventing aspiration (Carpenito-Moyet, 2008). Moreover, cleaning of the oral cavity would also help prevent the build-up of bacteria. Since the patient manifests right-sided hemiparesis, there is a need to assist the patient in controlling the saliva flow, and prevent such from flowing unconsciously down his throat. Cleaning and suctioning the mouth is suitable because it can easily reduce saliva flow and it can be managed well as an independent nursing intervention by the nurse (Carpenito-Moyet, 2008). Cleaning and suctioni ng the patient’s mouth would also prevent bacteria build-up and prevent any additional health issues, like aspiration pneumonia, which may arise from the patient’s current condition. Suctioning may however also promote dryness in the patient’s mouth, therefore, the suctioning must not be excessive. Suctioning may also cause oral and throat irritation. If not properly and carried out under sterile conditions, it may promote bacteria build-up (Carpenito-Moyet, 2008). Suctioning must therefore be carried out gently and with the proper application of sterile techniques. The application of suctioning among patients whose swallowing reflexes have been compromises has been proven an effective practice by various researches. In a paper by Coffman, et.al., (2007) the authors sought to investigate the benefits of using cuffed tracheotomy tubes in order to suction patient’s saliva. The authors were able to establish a significant decrease in aspirate with the use of intermittent suction. In effect, the authors concluded that the use of suctions can reduce the risk of aspiration and therefore reduce the patient’s risk for aspiration. This was also echoed in the study by Yoon and Steele (2007), where the authors highlighted the fact that proper oral care is an effective way of reducing incidents of aspiration pneumonia and bacterial colonization in the mouth. Evaluation criteria to establish efficacy of the intervention is

Managerial work has been researched through a number of studies using Essay

Managerial work has been researched through a number of studies using a wide range of methods over the last four to five decades - Essay Example 90-112). They are key personalities whose effectiveness and proficiency provide congruence to expected practices and performance (Hales, 1986, pp. 90-112). They lead and define the behaviour and activities of an organisation to make it truly functional and fully attuned to the standard of quality performance (Hales, 1986, pp. 90-112). Managers will also ensure that all departments are working systematically and that human resources correlate as a disciplined team in accordance with organisational policies (Hales, 1986, pp. 90-112). Managers are constantly engaged in critical analysis to read trends, opportunities, methodologies, and determine the proper mechanism in responding to political, economic, social, technological, logistical, and environmental aspects in nurturing an organisation (Hales, 1986, pp. 90-112). ... iffer in their system of communications and try to be pliant with circumstances to be able to clearly interpret the implementation of corporate policies and internal systems (Hales, 1986, pp. 90-112). Managers that are deeply concerned with operations are performance-oriented in their supervision and are surrounded by a number of diverse managerial responsibilities (Hales, 2005, pp. 472-502). Some may practise a hierarchical system of direct supervision, individual managerial responsibility, and vertical accountability (Hales, 2005, pp. 472-502). But their operations are, however, con?ned to operational and human resource strategising (Hales, 2005, pp. 472-502). They maintain personal accountability in day-to-day operational flow and act using standard performance measures (Hales, 2005, pp. 472-502). They exercise responsibilities and authority to strengthen their core supervision and broaden their role in business management (Hales, 2005, pp. 472-502). They exemplify decisive change s as a result of necessary radical organisational change but they possess continued credible and wilful persistence of hierarchy and external supervision to manifest transformational system (Hales, 2005, pp. 472-502). They also work to strengthen their supervision by adopting stringent controls to attain growth in business operation with a greater range of accountability (Hales, 2005, pp. 472-502). Managers are also responsible for designating work; monitoring output and conduct; overseeing the functionality of equipment, safety and cleanliness of a company; dealing with unforeseen problems pertaining to staf?ng; managing disputes; providing counselling; monitoring documentations as well as providing supervision in operational aspects (Hales, 2005, pp. 472-502). They perform administrative

The use of a Utilitarian philosophy works best to blance a business Research Paper

The use of a Utilitarian philosophy works best to blance a business organization,s legal, societal, economic, and moral obligations - Research Paper Example How moralistic are the actions of organizations to their customers? Finally, how does the principle of Utilitarianism help put all the actions of business organizations in check? Utilitarian Philosophy or Utilitarianism can be described as a mechanism by which happiness and satisfaction in life could be made available to all people without prejudicial consideration or discrimination (Goodin, 1995). Researchers have always found it difficult to give a single definition to Utilitarianism because it encompasses all practices and processes that would provide opportunities for ordinary people in a country to enjoy equal happiness and well-being. Goodin (1995) strongly believed that Utilitarianism is a public philosophy whereby governments make laws and regulations to control the activities of all producers of goods and services within the country in a way that they will not jeopardize the well-being and state of happiness of the consumers. Definitely, governments set up ethics and codes of practices to checkmate overt desires to maximize profits, undermine people’s social and moral aptitudes and fundamental rights by requiring that business organizations carry out their business functions in a manner that would not harm people’s lives (Goodin, 1995). In this perspective, the governments are acting like checkmate system or moral agent, reminding the owners of businesses their non-negotiable responsibilities or obligations towards their customers, in assuring that their satisfaction and happiness are maintained. Governments somehow tolerate utilitarianism in order to ensure that the rights of all citizens are respected, and the governmental policies of equality are honored (Goodin, 1995). This fact alone makes it impossible for business organizations to cheat their customers and risk being sanctioned by the governments (Goodin,

Suggestion on New Information System to be used in Company like ERP Assignment

Suggestion on New Information System to be used in Company like ERP - Assignment Example An effective information system that integrates company operations across various departments and units can play a pivotal role in improving operational efficiency the effects of which are reflected in quality and customer loyalty (Sheldon). Enterprise Resource Planning (ERP) is a business model that integrates all aspects of an organization facilitating a link between various departments, customers and suppliers. â€Å"ERP is a business model that involves all levels of the organization that allow organizations to link customers and top management decisions all the way through to execution in the supply-chain and the factory floor† (Sheldon 2). Hence ERP is a single software application that helps the management to keep tabs on all the processes and departments functioning within the organization. Core system architecture and benefits Bear Beverages can adopt a highly integrated ERP system that will enable the organization to integrate its processes, streamline the flow of in formation and resources for cost effective operations. The primary benefit of this application tool will be managing, controlling and monitoring supply chains, logistics, finances, customer service, production and marketing operations. The tool will enable managers across different units and departments to collaborate with other departments and access the updated information at the click of their mouse. ... Such an application can be highly effective in communicating information and sharing of data in a timely manner assisting the managers in getting a clear picture of the work status and taking decisions. The core information systems for this application tool will be based on existing operational requirements that take into account different dimensions of marketing, finance, production, and logistics departments. These can be identified as sales, customer relationship management, invoicing, raw material requisition, goods despatch and product research. The following diagram illustrates the ways in which the proposed ERP system can streamline operations in the company – Source: Grey Stone Business Solutions Inc (2009) Thus, the different components of the ERP system will be manufacturing resource planning (MRP), finance resource management (FRM), supply chain management (SCM), human resource management (HRM) and customer relationship management (CRM). The ERP system is a favored solution for all kinds of business models since it provides the management and owners with the flexibility of accessing relevant information and data from a single database. Supply chain information networking Supply and logistics form the key components that impact operational processes and manufacturing concerns. The ERP application tool will enable the inventory and logistics department to streamline material supply and demand variables automatically through the system. The manufacturing resource planning and supply chain management modules of the ERP system will enable the managers to find out materials requisitioned and view production requirements. Based on the updated information the suppliers will be contacted through the system for scheduled delivery. The

Relations Between French and English Canadians Essay Example for Free

Relations Between French and English Canadians Essay Over the years, French Canadians have shown their dissatisfaction of their treatment with respect to English Canadians, the Canadian government and the ROC. Due to this, the relationship between English and French Canadians has been heavily strained. The conscription crisis of 1917 was a major event causing tensions between French and English Canadians. During this time very few French Candians volunteered to go to war as their loyalty sided with Quebec and the French rather than with the British and the ROC. With many Canadian soldiers dead and wounded from overseas battle, Prime Minister Borden was forced to turning to conscription as a means of increasing the number of soldiers. Although Borden had promised against conscription, in 1917 he set out the Military Services Act. Although all French Candaian MP’s were opposed to this act, as they believed the French owed nothing to Britain, the act was passed and conscription was set. This enraged French Canadians and in Montreal violence and rioting took place. Although the war ended only a few months later, for years to come a wedge would be put between the French and English Canadians. Later on in 1968 the Parti Quebecois was formed by Rene Levesque, which would highlight the difference in views between French and English Candians. The main goal of the PQ was to make Quebec a soveirgn nation as well as protection of the French language in Canada. Under Rene Levesque’s provincial government bill 101 was passed. This would set the official language of Quebec as French, meaning Canadian made products would be written in French, and government processes as well as businesses had the right to be carried out in French. This goes to show the strong nationalistic pride of French Canadians as well as the difference in views between French and English Canadians. Also in the 1960’s, a group called the Front de libà ©ration du Quà ©bec (FLQ) was formed. The FLQ was a violence group of seperist French Canadian Quebeckers. The FLQ carried out several violent attacks on English Canadians including several bombings and hold ups. Bombs began appearing in English speaking districts in Quebec and several people had already been killed. In 1970, members of the FLQ kidnapped James Cross and were demanding the release of imprisoned FLQ members. They were also arguing that in Quebec, although there was an English minority, the English held all the positions of power. French Canadians have arguably been mistreated in terms of being part of Canada. However, they have shown their dissatisfaction through rioting the conscription crisis, creating the PQ and forming the FLQ. This has all led up to a disagreement and difference between English and French Canada, which will always be present.

Strategies for Sustainable Rice Farming

Strategies for Sustainable Rice Farming LOW CARBON INITIATIVES: A RURAL APPRAISAL OF VARIOUS MITIGATIVE STRATEGIES USED BY RICE FARMERS AS A SCHEME FOR SUSTAINABLE ENVIRONMENTAL MANAGEMENT IN NIGERIA SAVANNA. INTRODUCTION Most of the warming that has occurred since mid-20th century is due to anthropogenic greenhouse gas (GHG) emissions, human activities including modern agriculture contribute to the production GHGs and on the overall, about 14% of GHG emissions comes from the agricultural sector (IPCC, 1996). Several naturally produced and human produced GHGs trap heat. CO2, CH4, and N2O are long-lived in the atmosphere and are the major contributors to positive increases in radiative forces (IPCC, 1996). Agricultural activities are significant producers of CH4 and N2O, of the three main gases that are influenced by land management and that are responsible for the potential greenhouse effect, CH4 has the 2nd greatest climate forcing potential of 27% CAST, (1992) arising from enteric fermentation of farm animals and rice cultivation. BACKGROUND In Nigeria, rice is one of the major cereals grown for food, the cultivable land to rice lies under five major ecologies namely: rain fed upland, rain fed lowland, irrigated rice, deep water and tidal mangrove swamp (Olayemi, 1997). Although Nigeria is the largest rice producer in West Africa and 85% of the total production comes from the north FAO (2012), rice production still seeks an increase in yield to meet the budding population and reduce importation. According to Bello (2004), Nigeria has the potential to produce enough rice for its needs and even export but this is not achieved now because the technology, management practices and the efficiency with which farmers use resources influence productivity. JUSTIFICATION Self-sufficiency in rice production is the goal of the Nigerian government, this has prompted the government to find ways of boosting local rice production (Bello, 2004). Rice paddies have been identified as major CH4 source induced by human activities and Nigerian paddies are not left out. This poses a challenge as researchers are faced daily with the challenges of how to mitigate or adapt to climate change, increase adoption of low carbon practices in all sectors and ways to implement their findings in local and global context of sustainable resource management. Consequently, estimating CH4 emissions from rice paddies and evaluating the low carbon practices used by farmers has become a pressing issue for assessing GHG impacts from agroecosystems and development of mitigation options at local scales for sustainable resource management. Objectives: Spatio-temporal mapping of lands cultivated to rice from 1983 to 2013 in the study area. To compare the CH4 emissions from upland and lowland rice fields. Assess the understanding of climate change and various low carbon practices among rice farmers for environmental protection. Understand the challenges associated with the adoption of low carbon options for rice cultivation. METHODOLOGY To achieve the stated objectives, the study will involve Geo-spatial analysis, field measurements and socioeconomic survey. The study area: The study will be carried out in the savannah belt of Nigeria, Bida zone in Niger state will be selected for the study because of its long history of rice cultivation and its proximity to National Cereal Research Institute, where technologies for cereal cultivation emanate and are disseminated. The zone consists of three Local Government Areas (Lavun, Bida and Gbako) and has a total land area of 6, 181 km2. Geo-spatial analysis Data: Cloud free-Ortho-rectified Landsat images of the area for the years 1983, 1993, 2003 and 2013 will be acquired from image vendors. Analysis: ArcGIS and IDIRSI geo-spatial tools will be used for the analysis of the Images. The images will be overlaid and an area of interest will be created from the overlay. Ground truthing will be done to aid supervised classification of the false and true composites of the area. The map of the dominant land use change of the area will be generated for each year. Accuracy assessment of the classification will be done, image differencing of the land cover maps will quantify the changes in land sizes cultivated to rice. Methane measurement: CH4 emission will be measured by using a portable methane gas meter (Gastech, Australia). Surface CH4 measurements from uplands and lowlands will be taken by inverting a 70mm diameter plastic funnel on the soil surface, the inlet tube of the CH4 meter will be connected to the funnel to read CH4 concentrations (Kartik and Nanjappa). Sampling procedure and Data collection A multistage sampling will be adopted for the study. First, two administrative wards will be randomly selected from each Local Government Area, for the second stage, two villages will be selected randomly from each selected ward and at the third stage, 20 rice farmers from each selected village will be randomly selected to give 80 farmers per Local Government Area and a total of 240 farmers from the zone. To allow for pre-testing and errors, 300 questionnaires will be printed. The sampling frame will focus on adult rice farmers who live in the communities and have been farming for over 25 years based on the assumption that these respondents will have adequate experiential knowledge about the subject matter. Primary data on the understanding of farmers about climate change, its effect on paddy farming, low carbon practices used and the challenges associated with the use of these practices will be collected by administering structured questionnaires to respondents in the study area. Statistical Analysis All data collected will be analyzed, using computer based Statistical Packages for Social Sciences (SPSS) and STATA. A multiple linear regression will be used to link socioeconomic factors with factors that influence land use. REFERENCES CAST, 1992. Preparing U.S. Agriculture for Global Climate Change. Task Force Report No. 119. Council for Agricultural Science and Technology, Ames, IA. Facts and Figures about Niger State, Assessed from http://www.nigerstate.gov.ng/epubl/Facts%20and%20Figures%20about%20Niger%20State1.pdf Kartik V. and Nanjappa A. Phytocapping: An Innovative Technique to Reduce Methane Emission from Landfills. Assessed from methaneflux paper (Environmental Research Journal).pdf Intergovernmental Panel on Climate Change (IPCC), 1996. Climate Change 1995. The Science of Climate Change. The Contribution of Working Group I to the Second Assessment Report of the Intergovernmental Panel on Climate Change. Cambridge University Press, New York. Impact of Trade on Domestic Rice Production and the challenge of Self-sufficiency in Nigeria Assessed from www.warda.cgiar.org//RicePolicy/Chuma.E/Chuma.E.Nigeria.Pres.ppt. Olayemi, J.K 1997. The Nigerian Rice Industry: Performance, Problems and Prospects. A research report prepared for Food and Agricuktural Organisation, FAO; December 1997. UNCCS (United Nations Climate Change Secretariat), Emissions Summary for Nigeria, http://unfccc.int/files/ghg_data/ghg_data_unfccc/ghg_profiles/application/pdf/nga_ghg_profile.pdf WEBSITES USED www.ricenigeria.com EXPECTED RESULTS AND THE RELEVANCE OF MY PROJECT TO CLIMATE CHANGE The distinctiveness of this study is that it seeks to incorporate the experiences of rural farmers in understanding the challenges associated with adopting Low carbon initiatives at local scales. This project aims at: Describing the local perception of climatic vagaries in their environment Characterizing the prevalent land use patterns in recent times. Characterizing the various local conservation practices used by rice farmers for resource conservation. Describing the effects and constraints of adopting resource protection practices. The study would reveal the changes in land cover as mediated by increase in productivity over the past thirty years in the study area and the associated methane emissions. This would be helpful in the design sustainable resource conservation measures for climate protection. As well, the study will reveal the awareness level of the respondents’ on some facts about climate change and variability, its toll on rice farming and various measures used to adapt to these changes. Since considerable attention has not been given to measuring results from adaptation and mitigation activities, results from this study hopes to be a working tool for the Nigerian government in the development of a simple Monitoring, Reporting and Verification (MRV) plan that is more readily useable by farmers through capacity building and technology development or transfer. This study will also provide insight into local resource conservation strategies that can be improved upon for sustainable resource management. The dataset will therefore become a working tool for the government, legislators, private sector, civil society and other stakeholders for appropriate understanding on the trends of greenhouse gas emission from paddies in Bida zone for necessary policy formulation on strategies to reduce the emissions in order to improve ecological system conservation and mitigate global warming. Please explain how you intend to communicate the project results during and after the sponsorship period and which target groups you particularly want to address. (2,000 characters max. The ultimate foci of this study is to raise public awareness on the amount of greenhouse gases released from paddies, it also intends to assess the low carbon strategies used by farmers and the challenges associated with using them. The major target groups are the locals and government officials. Although, the communities have limited expertise at some stages of the study, I intend to work in partnership with them for their ability to suggest strategies that would facilitate data collection and ensure that the data collected are representative of the community during the study. This will be done by clearly explaining the purpose of the study to the community head, since he has a very good knowledge of the community and can help ensure that all factors required for the study is provided. The proximity of the National Cereal Research Institute (NCRI) will be of great assistance during the study and dissemination of results. They will be helpful in providing previous research results and some experimental techniques that will be invaluable in the design of the survey. Usually, conveying research results requires wisdom to avoid rejection. Before communicating the research results to the entire community, results will discussed with the study team from NCRI and the community representatives. Also, since the FADAMA intervention programmes that serve as an intermediary between the government and the communities are common around the study area, assistance will be sought from the FADAMA facilitators during the study and when communicating the research results to the government to enhance acceptance for policy formulation. Timeline of the project, including milestones TIME FRAME (MONTHS) ACTIVITY 1-2 Arrival in Germany, Intensive German language course 3 Reconnaissance survey, acquisition of project materials and pretesting of questionnaire 4-6 Questionnaire administration and analysis. 7-10 Image acquisition, geospatial analysis and ground truthing 11-12 Preliminary write-up and corrections 13-14 Presentations and submission This study is expected to cover a one calendar year period, although this proposed duration is subject to modifications from the Alexander von Humboldt Foundation.

Essay --

The above seven industries we have visited in Pune and Goa, and after all these industries we have visited in North India. The details of all the above industries are given in the earlier report. Bird eye views of the industries are given below. 1) Mapro Foods Pvt. Ltd. Mapro is the short name of Mahabaleshwar Products. It is a food manufacturing company which is located on hill town of Panchgani in Mahabaleshwar, Maharashtra. The company produces different types of jams, crushes and fruit bars. The company is especially in Jams. The capacity of the company is around 30000 MT in a year. The company is leader in Western India. The quality of the products is so good. The company is 5 decades old and in today’s era it is sustained with its competitors. 2) Amul Amul is the well known company in all over the world. The company is produced different items like mils, curd, ghee, ice-cream etc. The company is good in export quality of the products. All the items are sold in the brand name of Amul. The one of the unit of Amul is situated in Pune. In that unit they produced milk, curd and butter milk. And all the items are sold in the Pune region and near the city also. The overall capacity of the Amul is 16.8 Million liters per day. As per the report which is published in September 2011 it is said that the capacity of the Amul in Pune is about one lakh liters. 3) Shetty Chemicals and Engineering works Pvt. Ltd. The company is manufacturing and selling of calcined and fused Alumina products. The company is about 50 years old and they are in the good quality manufactured products. The company is manufactured refractory castables, general refractory and cement refractory. It is used in different industries like petrochemical, copper in... ...ivers of Allian and Duhangan in the Kullu District. This project is started in July, 2010. In July 2010 Allian side of the project is completed and it is expected that from other side of the river that is on Duhangan side of the project is completed in February, 2012. The total capacity of the project is about 192 MV. 16) Gupta Woolen Mills The company is manufactured handmade best quality of Pashmina and Woolen shawls, stoles and lohis. The company also manufactures Kullu Caps and Jackets. All the products are handmade. There are about 10-15 workers are there in the company. 17) Kullu Neer The company is manufactures the water bottles and also sold the water. They make the own water bottle under the name of Kullu Neer. They purchase the raw material of the bottle and done the process on it and make it as per the demand like 500 ml, 1litter, and 1.5 litter.

Matthew and Lukes Modifications :: essays research papers

Matthew and Luke’s Modifications   Ã‚  Ã‚  Ã‚  Ã‚  The authors of the Gospel According to Matthew, and the Gospel According to Luke made some considerable modifications, deletions, and additions to the Gospel of Mark. To the average reader the changes seem rather significant and one might ask why these changes were made. Well, there are several reasons why these changes were made. For example, the authors wanted to show readers that Jesus was more holy than the original author set him out to be. Also, the authors sought after to express the gospel in, what they thought, were better words to make it appear more authentic. Furthermore the authors of the Gospel According to Matthew and the Gospel According to Luke wanted simply to modify the text because they didn’t see eye to eye with what the original author said.   Ã‚  Ã‚  Ã‚  Ã‚  Beginning with the author of Matthew we can see in the verse of Mark 3.22. It states, â€Å"And the scribes who came down from Jerusalem said, ‘He is possessed by Be-el’zebul, and by the prince of demons he casts out the demons.’† However it is stated in Matthew 12.24 â€Å"But when the Pharisees heard it they said, ‘it is only by Be-el’zebul, the prince of demons, that this man casts out demons.’† The author made this change to specifically show that it was the Pharisees, not the scribes, who thought that Jesus was possessed by the devil. Although, eventually many people believed that Jesus was possessed, I believe that the author modified the text to show that the Pharisees were the ones who originally stated this.   Ã‚  Ã‚  Ã‚  Ã‚   2 An example of the author portraying Jesus as more holy, or God like, occurs in Matthew 17.22. It says, â€Å"As they were gathering in Galilee, Jesus said to them, ‘The Son of man is to be delivered into the hands of men, 17.23 and they will kill him, and he will be raised on the third day.’ And they were greatly distressed. On the other hand, Mark mentions in the verses 9.30-9.32 that Jesus is speaking specifically to his disciples. It also states that they were afraid to ask him, and didn’t understand what was saying about his death. Matthew makes the first change to show that Jesus wants other people to know of his death. Most likely they were other believers and followers of Jesus. It almost like saying that Jesus was not selfish in just telling his disciples of his death, and that he wanted to share it with people who believed in him.

Lovely People Do Stupid Things Essay -- Essays Papers

Lovely People Do Stupid Things How is love to influence our lives? Love-struck people do crazy things to express how they care for that particular person yet it is a long and windy road to these actions. It is down this path that experience spawns and trouble and happiness are felt. Janie Crawford of Zora Neale Hurston’s Their Eyes Were Watching God, shows the road through the steps of her three relationships. These relationships, though not fulfilling ones, conclude in bettering Janie’s search and understanding of life. Johnny Taylor, Janie’s first kiss and gatekeeper to her future, When Janie was sixteen, she embarked on a sexual awakening. Johnny Taylor was a poor young man who lived in the Florida area. Janie allowed him to kiss her over the fence. Unfortunately, Nanny saw everything. With Nanny’s horrendous background of sinful deeds done to her, she wanted the best for Janie. As she saw the kiss, the doors of life opened for Janie and Nanny wasn’t going to have her make the same mistakes that she had. Yet, Nanny had been impregnated under the circumstances of being a slave and this was not the case for Janie. Nanny stated that â€Å"black women were the mules of the world†, but she didn't want Janie to be a mule. She wanted to see Janie in a secure situation before she died, and Logan Killicks could provide that. Janie did not want to marry Logan, but she did so because Nanny told her â€Å"that she would eventually come to love him.† Ironically, Logan wanted to force...

Heart of Darkness †Metaphorical or Physical Journey? Essay

The worth of any physical journey can be measured by the value it has to the traveller; by the psychological, moral and philosophical insight gained during the course of travel. This is especially valid for a trip of such immense significance as the one undertaken by the narrator in Joseph Conrad’s Heart of Darkness, Marlow, as he travels along the Congo River in Africa. The symbolic importance of the Congo River is paramount throughout the novella; however, it is equally important to consider the role of the river on which the tale is told – the Thames, the centre of the nation that dominated colonial expansion. Both rivers offer a platform of observation of their respective societies – allowing Marlow to remain independent from these cultures and thus maintain his own moral compass. On a surface level, the Thames appears to be the epitome of tranquillity and civilization, as Marlowe describes it as being ‘calm’, waiting for the ‘turn of the tide’ and being the centre of ‘the biggest, and the greatest, town on Earth.’ However, Conrad’s multi-layered writing undercuts this view, as many descriptions of the Thames have mortuary connotations, implying a feeling of death on the river. For example, Conrad describes a ‘mournful gloom, brooding motionless’, the feeling of stillness coupled with the ‘gloomy tone creates a corpse-like atmosphere. Even the images of light that Conrad employs are more or less negative in their more subtle meanings. He describes the torches of light (a metaphor for Western Civilization) as being merely a ‘flicker’, which implies that the faà §ade of culture and humanity is ephemeral in nature. The first words Marlow uses describe his surroundings as ‘and this also†¦ was one of the dark places of the earth’, reminding listeners of the dark past, which is only partially and insubstantially covered. He then goes on to describe the ‘robbery with violence’ and the ‘aggravated murder on a great scale’ which the Romans had committed in ancient Britain. Whilst the present reality demonstrates an apparent conquering of the darkness, Conrad implies a different message, as he mentions the ‘toying’ of the ‘bones’ (another name for dominoes made of ivory), which refers to the abominations committed by King Leopold II in the Congo Free State, as he exploited the lives of African to further his own commercial enterprise. This associates the Thames, which has supposedly defeated its darkness, with an inherent evil, as it is at the centre of a culture obsessed with the ‘conquest of the earth’ under the guise of ‘weaning the ignorant millions from their ways’. At the end of the novella, the primary narrator, who is listening to Marlow’s tale, begins to perceive the Thames leading into ‘the heart of an immense darkness’, showing how the story has shaped his own moral, psychological and philosophical views. The mortuary images used to describe the Thames are repeated later on as Marlow recounts his visit to the company offices in Brussels, which he describes as a ‘whited sepulchre’. The word ‘whited’ implies a degree of artificiality in Brussels’ apparent pristine condition, whilst the word ‘sepulchre’ has further associations with death. It is also a biblical allusion to the Book of Matthew 23:27, in which Jesus exclaims: ‘Woe unto you, scribes and Pharisees, hypocrites! For you are like whited sepulchres, which on the outside look beautiful, but inside they are full of the bones of the dead and all kinds of filth.’ This allusion shows how the very European Marlo w, has recognized a deep hypocrisy in his fellow countrymen, as the symbol of white (one of purity in Western civilization) is simply a faà §ade to hide Europe’s inherent evil. This motif of white is repeated throughout the novel, especially in Brussels where Marlow mentions the ‘starched white affairs’ of the Company uniforms, and near the end of the text describes the corpse like ‘Intended’ as having a ‘pale head’, ‘ashy halo’ and a fireplace of ‘monumental whiteness’. Marlow who is described as being ‘in the pose of a meditating Buhhda’ sees a different connotation to the white (just as white is associated with death and mourning in Eastern philosophy). Whilst Marlow sees and experience this hypocrisy first hand in Europe, on the Congo River, he observes an almost cinematic stream of images of temptation and sordidness, with the River acting as a ‘moral buffer’ for him, as his perceptions of humanity and morality change. This change in Marlow’s nature happens through the characterization of Africa as a living hell which Conrad (through Marlow) achieves by continual allusions to the ‘Inferno’ in Dante’s Divine Comedy, which details the persona’s own journey into the centre of the earth and through the nine circles of hell. This is most effectively achieved when Marlow admits to his listeners: ‘I felt as though, instead of going to the centre of a continent, I were about to set off for the centre of the earth.’ This is paralleled when Marlow visits the company Offices and describes his assignment as going ‘dead in the centre’ (again invoking deathly overtones), which also explicitly references Dante. Like Marlow’s morals and philosophy, the allusion is developed throughout the journey, as Marlow observes the chaotic ‘wanton smash-up’ caused by the Europeans, and describes it as being in ‘the gloomy circle of some Infe rno’, and showing how the river, acting almost as a slideshow for European corruption, helps change Marlow’s view of the morality of the Colonialists, who have turned Africa into a living hell. The allusion to Dante, whilst certainly the most obvious, offers only an observation and a result, not a cause for the corruption. The allusion to the Book of Genesis on the other hand, provides insight into why there is corruption present on the Congo. When Marlowe first describes the river, he likens it to an ‘immense snake uncoiled’, which references the Devil in the form of a snake, tempting Eve to take a quince from the Garden of Eden. This allusion is more causal in its purpose, as it demonstrates the reason why the Europeans who have integrated into Africa (especially Kurtz and the station Manager) have been corrupted by the primitive allurement of the ‘unspeakable rites’ and ‘satanic litany’ afforded to them by the jungle. Whilst Marlow is offered these things during his journey, morally he is able to maintain his distance, continuing as righteous through a continual commitment to pragmatism and action. This is evidenced by his almost obsessive need for ‘rivets’ to repair his boat so that he may continue his journey on the moral insulation of the Congo River, shielding him from any immoral temptations offered whilst ashore. On the other hand, people like Kurtz who have the river, find that the moral veneer provided by the faà §ade that is European civilization is quickly stripped away when they go ashore for a ‘howl’ and a ‘dance’. Marlow explains this phenomenon of primitive reversion among the colonialists via the effect that he perceives the river to have, saying that travelling down the river was like ‘travelling back to the earliest beginnings of the world’ with the ‘fascination of the abomination; corrupting the Europeans, especially Kurtz, who is debased to ‘an animated image of death carved out of old ivory’. Significantly, the current symbolically make the journey into the ‘heart of darkness’ difficult, while the journey back is easy and rapid. In conclusion, the journey undertaken by Marlow on the Congo River, as well as his story telling on the Thames, much deeper significance than simply physical and geographical journeys, changing his perceptions of the morality and psychology of men. Conrad uses Marlow’s insights to influence the reader to share in the enlightenment gained by the narrator.

With Reference to Your Own Research?

With reference to your own research to what extent do you think that acting in a socially responsible way is now  essential for businesses? Social responsible allows business to create a positive relationship with the community and also then environment within their operation. Companies that use socially responsible are Marks and Spencer. They have done this by creating an operation call Plan A where they are able to generate ? 85 million from just reducing costs. Saving this amount of money they are given the opportunity to expand the M&S brand, this is one of their main objectives where they want to have a M&S store within a 30 minutes radius of each customer. With M&S saving ? 185 million they have been able to a positive relationship with the community that they are in.What they have also done is that they have been cleaning out the community’s lakes and rivers this is very good as they will be looking to show that they are caring about the environment, being social resp onsible is a very good marketing strategy as they will be gaining publicity, and this will lead to more people becoming more aware that M&S are looking after the environment and people will be willing to support the idea. They will be doing this through shopping at M&S. The disadvantages of social responsible for companies such as M&S are that they will have lost an opportunity cost as they have been able to save ? 85 million they will have to choose whether they want to continue supporting the local community or increase their market share. As M&S want to increase their market share they will not be able miss opportunities like this, but they have to have a good relationship with the local community. M&S are now supporting fair trade and organic food, this very risky as this is asking customer whether they want to pay more for food or go to one of M&S’s competitors and start shopping with them as both fair trade and organic will cost more than any other food.By being social responsible M&S will have problems going in to emerging markets such as Brazil an d China. With China being able to take 600 million people out of poverty M&S will have lost the perfect chance to exploit that. Brazil have got big events happening in the next 3 years with the world cup in 2014 and the Rio Olympics in 2016, investing a new store within this area will help them increase both market size and also brand awareness M&S operating profits have fallen . by 1. 8%, this is not good for companies such s M&S trying to become more social responsible, with this decrease in profits they will have less money to spend on their Plan A project. With employees being told that they will have to clean up rivers and lakes M&S will have to be able to motivate their workers enough, this could cost M&S a large amount of money just to get employees to do this. One of social responsibility is to look after employees, making them clean a lake or rivers could make them feel as if they are not bein g used to their full potential and could result in them taking industrial action.M&S have been very good at reducing their amount of carbon emission being released and this is shown as they have been able to save 28% more energy compared to the amount of energy used in 2007. Being social responsible can help many companies such as M&S financially as they will not need to pay so much for their pollution tax this can result in them being able to increase their profit margin and helping them supports the community more.Problems that M&S can also face is that some of their customers may not believe that they will be helping their community and may think that they are just a marketing gimmick, this is important that M&S show those people that they are really helping the community and to do this they could publish the amount of money they have got and show them what they want to spend it on. Overall social responsibility is now essential for business to do as they can help the stores loca l community and business. With them saving ? 85 million they have got to choose whether they want to exercuite their Plan A effectively or try and open more M&S stores within developing countries such as Brazil and China. Especially where there are two of the worlds’s biggest events happening in Brazil within 2 years of each other. To make full use of their Plan A M&S will have to plan and exercuite it well enough that the community can feel like as if they have made a huge impact within their community. But with cost reduction occurring their profit will increase.

How Psychological Theories Have Been Used in Beer

When they see a person carrying a bottle of beer and the soft toy, they will Immediately apprehend IM without any questions asked. Back In the police station, the policemen would be enjoying the beer, which they had confiscated, while the Innocent customers would be miserably locked up In the cell. Similarly, this commercial Is supposedly targeted at adults, those who are above 8 years of age, since they are allowed to drink. However, everyone is again allowed to view the commercial for humor purposes.Our group will also be doing comparisons of the two beer commercials in terms of the psychological theories used and other dissimilarities worth mentioning. 2) Theory Reviews 2. ) Learning Theory There are basically three theories to learning, I) Classical conditioning II) Operant conditioning Ill) Observational learning Classical controlling Is the type of controlling that makes use of a stimulus that, before controlling, does not naturally bring about the response of Interest and a st imulus that brings about interest without having being learned.A good example loving it† makes it a top choice fast-food outlet that most people will patronize. The slogan in this case plays the role of a natural stimulus whereas Macdonald fast-food outlet is the unconditioned stimulus. Upon hearing the â€Å"I'm loving it† slogan, the sign of Macdonald fast-food outlet will appear unknowingly to our mind. Operant conditioning is a type of conditioning, which a voluntary response is strengthened or weakened, depending on its favorable or unfavorable consequences. An example will be that of a Wall's ice-cream advertisement.With attractive offers like, buy 3 for the price of 2 or even free gifts being given away for each tub of ice- cream brought. Observational learning is learning through observing the behavior of another person called a model. A good example will be that of a coca cola drink advertisement. In most of the coca cola drink advertisement, there will be peop le drinking the coca cola drink itself and they will reveal a very refreshing and cooling expression when they finish drinking a drink and by seeing that after drinking that can of coca cola drink, it will bring about a refreshing and cooling sensation to a person.Out of these three learning theories, only the classical conditioning and the observational learning are being applied to the beer commercials. This commercial uses the Classical Conditioning theory. Most people would not normally associate beer with singing. But after being exposed to the commercial for mom time, a person would actually remembers the Heinlein beer commercial, and hopefully proceed to buy the beer. When a person watches the commercial for the first time, he/she will acquire the impression that the singing has nothing to do with the beer.However, the tastiness, â€Å"It seems some people didn't take the last Heinlein commercial seriously. † And â€Å"Remember, buy Heinlein or we'll keep running thes e commercials,† actually reveals the whole intention of the commercial. So eventually, they will associate the beer with the horrible singing. Scrabbles This commercial uses the Observational Learning. Firstly, when the customer buy the beer and gets a free toy, a person may also follow suit. The idea of an incentive or free-gift' appeals very much to us Singapore who are very ‘kiss' or have the â€Å"don't want to lose out â€Å"attitude.So, when the customer is being apprehended by the police, gets locked up in a cell, and even having his beer confiscated, the observational learning still comes into play. This occurs when the policemen themselves drink the confiscated beer, giving them the impression that beers are better than diamonds. Therefore, giving viewers the notion that they should also buy Comparison The use of observational learning is more effective compared to classical conditioning. This is because the influences of an authoritative figure I. E. The poli cemen are brought into the picture. Therefore, it reinforces the observational learning.Like mentioned earlier, policemen are people of authority, therefore, if they were to do something that is generally not proper, which is in this case, drinking the confiscated beer, their actions would actually be socially accepted since they are people who are of higher authority than a normal civilian would be. The use of classical conditioning as a comparatively weaker impact to the audience in contrast to the use of observational learning. Since the stimulus of classical conditioning does not naturally bring about the response or interest to the beer, it can easily be forgotten if it is not reinforced.One-way for Heinlein to resolve this problem is to keep on playing the commercial. However, they would have to bear the costs incurred, and not forgetting, the contempt from irritated viewers who are forced to view the annoying commercial over and over again. 3. 2 Memory theory For this commerc ial, under the psychological theory of Memory, it â€Å"attacks† the ewer's sensory memory, specifically the Echoic Memory. Thus, it makes the viewer able to react to the annoying singing by remembering the commercial better since it is using the audio element to etch the product into the viewer's minds.The audio element is supposedly the most prominent sensory element of the commercial. Hence, the commercial will be played over and over again in the viewers' mind. The point is, the viewer does not even have to view the commercial visually to have the desired impact of the commercial on the viewer. As mentioned before, the audio element is the strongest agenda of the whole commercial. For this commercial, using the same psychological theory of Memory, the commercial is appealing to the viewer's sensory memory, especially the Iconic Memory to remember the product.As can be seen, we can work out with an example from the commercial that, the when the man buys the bottle of Scrab bles beer, and the cashier hands the buyer a soft toy, saying that it is a gift from buying the beer. â€Å"diamonds†, and the beer was confiscated along with him. Also, the makers of the commercial â€Å"attacks† the viewer's minds in which that they ill remember that the buying the Scrabbles beer is so good that, the police officers are enjoying themselves so much.Since the policemen, as mentioned, are people with authority, drinking the Scrabbles beers that they confiscated are seemingly more significant. This also portrays a powerful signal that the beer can even tempt the authorities under work obligations. Hence, such actions are being socially accepted, therefore, the viewer's implicit memory would subconsciously steer the viewer to buy Scrabbles beer. Both uses the same sensory theory and the only different is one, echoic and another, conic.Most commercial uses the echoic memory to remember, which in the Heinlein commercial you do not even need to use your eyes to watch and Just hear the songs they are singing is enough to serve the purpose. 3. 3) Motivation Theory Motivation is the factor that directs and invigorates the behavior of humans. Often, human motivation is driven by the intention, or arousal of achieving a goal. Primary drive are related to the biological needs that often helps to fulfill our basic needs, whereas secondary drive are prior to experience and learning that has no direct impact on our biological needs.In the two commercial that we have chosen, we can say that both commercials applies the secondary drive as both brings out the needs of a person to drink beer brought about by previous experience or learning. The main aim of the commercials that we have chosen was to motivate and attract the viewers to drink the respective brand of beer. Suggests that motivation stems from the desire to obtain valued external goals. The commercial started off with a seemly strange tagging – at least it is not common in most co mmercials that we see nowadays. It says, â€Å"It seems some people didn't take the last Heinlein commercial seriously.Although viewers might first think the commercial is trying to reprimand them, but it is actually indirectly motivating viewers to direct their attention on the commercial, simply because they do not want to be wrongly accused of â€Å"not taking commercial or anything seriously' and end off with a message when they got the attention by saying, â€Å"Remember, buy Heinlein, or we'll keep on running these commercials. † This suggests the determination shown by the commercial in motivating viewers to at least try the product, and that reignites the desire of consumers to obtain the beer – external goals.Furthermore, it also intends to serve as a constant reminder to consumers to realize their highest potential through drinking Heinlein instead of other brand of beer. Scrabbles In the second commercial, more than one approach can be applied to the adver tisement. Arousal Approach explains the increase of the stimulation and activity where people are willing to take the risk of getting caught by the police when purchasing the Scrabbles beer. Incentive Approach motivates people to buy Scrabbles beer, even the police whom are seen as protectors of the local people themselves are drinking Scrabbles.Hence, the impact and motivation, the local people receive when they revere to the police gives them the desire to obtain the same beer as their ‘protectors'. For Cognitive Approaches, the intrinsic motivation shows that the people are willing to buy the Scrabbles beer as it stimulates excitement for their own enjoyment whereas the extrinsic motivation, recognize the effort and give the soft toy as a reward. The need for affiliation was also applied on this commercial, the people who have seen the commercial will tend to follow what the police officers do because as the law enforcer, they themselves are drinking the confiscated Scrabbl es.Therefore, drinking Scrabbles would be seen as a gateway in establishing bilateral ties and maintaining relationship with the police. This commercial also motivates the viewers to realize their sense of self-actualization, the state of self-fulfillment, which is the highest level of Mascots Hierarchy, in which people realize their highest potentials, as the Scrabbles beer is now within their reach. Both commercials in this case use different styles and strategies in motivating consumers to purchase their products.In the Heinlein commercial, it uses the reverse psychological principles whereby it is indirectly motivating consumers to buy the Heinlein beer and it consists of symbol captions, which enable the viewers to establish inner thoughts to achieve constant memory of the product as well as incur the desire to try or even have the product. As for the Scrabbles commercial, it uses a more direct style and hence is clearer to understand. It motivates consumers as it consists of v arious theories of motivation, which gives several different perspectives on motivation.Furthermore, it adds a lot of humbly into the commercial that requires consumers to reflect on the purpose of the commercial and what it signifies. For example, firstly the diamonds are hidden in the soft toy, and the police confiscate the toy containing the ‘stolen diamonds' together with the Scrabbles beer. One scene where the innocent customers are trapped within a cell gives the impression of being ‘locked'. However, at the same time, the policemen are having a great time enjoying the confiscated beer.Hence, the Juxtaposition of the two agendas is basically trying to reinforce the point hat, without the beer, you would be miserable as signified by the customers being locked up and feeling miserable, yet at the same time, when you have the beer, you would be at the top of the mountain as portrayed by the policemen merrily drinking away. These metaphors and symbols are worth looking into as they indirectly motivate viewers to buy the beer and act as an unconscious motivation tool. 3. 4) Social Psychology Theory This commercial uses the Persuasion Theory. It is a process of changing attitude.