UK grocery market - Free Essay Example

Sample details Pages: 6 Words: 1839 Downloads: 4 Date added: 2017/06/26 Category Marketing Essay Type Research paper Did you like this example? ‘‘Co-Operative Foods Market Segmentation and Brand Positioning Grocery Market Overview Market Structure The Co-Operative Group The Co-operative Foods Segmentation Market Segmentation Consumer Market Segmentation Don’t waste time! Our writers will create an original "UK grocery market" essay for you Create order Target Marketing Co-Ops Target Market Brand Positioning Marketing Mix (4Ps) Co-Ops Brand Positioning Co-Ops Brand Strategy 4 4 4 4 5 5 5 6 6 6 6 7 7 8 9 10 Executive Summary The Co-Operative group is in UK market for over 150 years and operates across the food, travel, funeral, pharmacy and banking and insurance sectors. It has 4.5 million members and around 5,300 retail outlets. This report provides an analysis and evaluation of the strategy adopted by Co-Op in order to target the consumers and market. It also explores the brand positioning of Co-Op in the grocery retail market in accordance with the consumer demands. In order to do this analysis market segmentation framework is used to separate the target market into groups and by keeping the Co-Ops ethical and fairtrade principles in mind. Brand positioning strategies adopted by the Co-Op food were identified by using the marketing mix framework (4Ps). It is found that Co-Op is having intense pressure from its rival Tesco and Sainsburys who are growing rapidly into the convenience retailing. Although Co-Ops profits are gone up as compared to recent years but there is still room for improvem ent. 1.0 Grocery Market Overview 1.1 Market Structure The UK grocery market is mainly dominated by the big fours who have acquired almost 64% of the market share and of which Tesco is holding the 30% of the market share (Mintel 2009) and it also shows the oligopolistic nature of the market. The grocery market players have divided their customers into two groups: primary shoppers and top-up shoppers , and according to Mintel (2009) the primary shopping is dominated by big fours (Tesco, Sainsburys, Asda and Morrisons) plus Waitrose who are sharing 80% of the market share. The UK is through its worst ever recession which has also affected the grocery retailers and lead to change their strategies. According to Keynote (2009) the ‘hard discount strategy was adopted by most retailers in last two years which was quite successful. Another strategy adopted by the supermarket retailers is to diversify their chains in rural areas in form of convenience stores in order to targets people who have a little access to supermarkets (Mintel 20 09). 1.2 The Co-Operative Group This is UK base co-operative established in 1863 and it is quite diversified organization which mainly operates through its two divisions: trading and financial services. The Co-Operative group is well known for its ethical nature and fair trade principles which reflects within its organisation and differentiates it from its competitors. The Co-operative Group operates across the food, travel, funeral, pharmacy and banking and insurance sectors. It has 4.5 million members and around 5,300 retail outlets 1.3 The Co-Operative Foods The Co-OP food operated in UK through its 2223 food stores which can be found in two formats: convenience stores and small/ medium sized supermarkets (Data monitor 2008) The Co-Op food lies on the 5th place in grocery retail market with 8% shares, thanks to its merger with Somerfield in July 2008 (Mintel 2008). The Co-Op used to be the UKs largest grocery retailer in 1960s and through Somerfield acquisition it will be able gain this position again in neighbourhood market. According to the Telegraph (2009) Peter Marks, chief executive of the Co-op said that: ‘‘the move from the big four UK retailers Tesco, Asda, Sainsburysand Morrisons- to a big five including the Co-op will further boost competition for UK consumers. The Co-Op targets its consumers through its ethical and fare trade approach which is the main emphasis of the Co-Op group as stated above. The key strategy adopted by Co-Op is ‘be local act local but in recent years they are having intense c ompetition from Tesco and Sainsburys who are extended their business in convenience sector and grow rapidly. 2.0 Segmentation According to Jobber (2004) the ways in which individuals and organisations with similar characteristics were put together that have significant implications for the determination of market strategy is called market segmentation. 2.1 Market Segmentation Each buyer can act as a potential separate market due to its unique demands and needs (Kotler 2005). It depends on companies to either follow this approach or not, companies can practise no segmentation (mass marketing), complete segmentation (micromarketing) or something in between (niche marketing) according to Kotler (2005) The Co-Op food is following the micromarketing approach rather mass marketing which has its own drawbacks. Kotler (2005) says that the micromarketing is a way of tailoring products to suit individuals according to their taste and needs. Through these criteria (Co-Op) it is targeting the local market by keeping them in convenient locations and addressing the key ethical issues. Although with the merger with Somerfield in July 2008 (Mintel 2008) they got some medium sized super market in their camp but the main focus is still the ‘c-store format. 2.2 Consumer Market Segmentation As Kotler (2005) stated that there is no single way to segment a consumer market. A marketer has to try different segmentation variable either alone or in combinations. These segments can be divided into four groups: * Behavioural Segmentation * Psychographic Segmentation * Geographic Segmentation * Demographic Segmentation The Co-Op is mainly targeting the behavioural and psychographic consumer segments. Through psychographic approach it is targeting the consumer on the basis of their social class, lifestyle as well as their personality through its ethical and organic food products. On the other hand through behavioural segmentation it is targeting peoples loyalty, their usage rate and attitude towards its product range. 3.0 Target Marketing Choosing a specific segment to serve in a market is called target marketing (Jobber 2004), also firms need to segment the market and target that segment in order to work effectively. 3.1 Co-Ops Target Market The segmentation strategy is been adopted by the Co-Op Food in order to remain competitive in the market. The Co-Ops target market is given below: * Neighbourhood market * Ethical market * Fair trade market * Top-up shoppers These above mentioned areas are the key segments targeted by the Co-Op, as it mainly operates in c-store format and it emphasis on providing fresh food products by targeting the local market and by keeping its ethical dilemma and fairtrade principles in mind. There is another important segment it targets is top-up shopping market, through this area Co-Op gets the opportunity to gain customer and introduce them to their ethical principles. 4.0 Brand Positioning 4.1 Marketing Mix (4Ps) The marketing mix model which is also known as 4Ps is used as a tool by marketer in order to implement the market strategy. The 4Ps are: * Product * Price * Place * Promotion Product: Co-Ops product offering is pretty simple, it has fairtrade products, organic products and also simply range which targets almost all segments of the market on the basis of quality and ethics. According to Mintel (2009) the most of the supermarkets have the good-better-best product range but Co-Op is so far concentrating on the better and best product range. Few of the key brand product offered by Co-Op are mentioned in table2. Price: At Co-Op the price is a big issue at Co-Op which can be expected at a convenience store but its their ethical stance which keeps the prices high too. But in order to remain competitive Co-Op offers range of discounted products and through its loyalty cards it gives an opportunity to get points against spending which can be used for further shopping at store. Place: This is the most important part of the strategy adopted by Co-Op through locating its stores at convenient and accessible places. As reported by Mintel (2009) the first criteria by C-store shopper is the location rather than price. Due to its convenient placement of stores Co-Op provides child friendly and time friendly environment right in the heart of community for its customers who find out of town shopping time consuming and stressful. Promotion: The current slogan by Co-Op is ‘Good with food. Other initiatives include the ‘Green dot scheme, highlighting healthy products. Mainly Co-Op promote its brands through local radio and TV and also by donating in local community projects 4.2 Co-Ops brand positioning According to Mintel (2009) the key rule followed by the Co-Op is getting into the market with bigger brand prospective which weve seen by the acquisition of Somerfield. Through this merger, Co-Ops gone bigger but still theyve opted to remain in the heart of local community by acting as local convenience store. And this message is conveyed by the Somerfields brand message ‘Britains favourite local grocer. 4.3 Co-Ops Brand Strategy The Co-operative Group has adopted strong brand strategy in order to sustain the market shares. As stated by Mintel (2009) its brands lie on the basis of * ethical credentials * environmental issues * local sourcing * Fairtrade. This is underlined by Mintels consumer research, with the Co-ops customers the most likely to buy locally sourced and Fairtrade items. In order to become a responsible retailer Co-Op launched it Ethical Food Policy which resulted because of good response from its 250,000 members. As result Co-op switched all of its premium meat products with RSPCA Freedom-food label (Mintel 2008). Simply value brand is also a replacement for every range and actually it is a Somerfield brand 5.0 Conclusion Although Co-Op operates through its large number of small stores by targeting different location and consumer groups but the average foot fall in some of stores is relatively less (Mintel 2008). As it is facing intense pressure from supermarkets in order keep the prices at a competitive level which is quite difficult as it is operating on such a large scale and operating cost are high. The main problem is that Co-Op is not seen as a shopping destination for majority of consumers and they treat it is as top-up store which nearby and available most of the time. A recent study by Mintel shows that only a significant percentage of people take ethical issues seriously while they shop. For them fairtrade and organic food are just another premium line on the shelf and the price factor restrict them from buying. Mintel (2009) shows an improvement in fairtrade sale but it seems organic products are struggling to keep up sales target during recession. It is clear that Co-Op is facin g intense pressure from its rivals but it has improved a lot through merger and rebranding strategy. Its profits are record high as compared to last 10 years. More and more people are getting awareness of ethical approach adopted by Co-Op and it shows the significance of Co-operative food in the intense market environment. 6.0 References * Data Monitor (2008), Company Profile: Co-operative Group Limited, June 2008, London: Data Monitor. * Jobber, D. (2004), Principles and practice of marketing, 4th Edition, Berkshire: McGraw-Hill Education. * Hall, J. (2008), Co-op swoops on Somerfield in  £1.56bn deal, Telegraph.co.uk, 16th July. * Kotler, C. (2005), Principles of marketing, 5th Edition, Essex: Pearson Education Ltd. * Keynote (2009), Market review Food Catering, Jan 2009, 19th Edition, Keynote Publishing Ltd * Mintel (2008), Mintel market report- Food retailing, November 2008, London: Mintel. * Mintel (2009), Mintel market report- Convenience retailing, September 2009, London: Mintel. * Mintel (2009), Mintel market report- Food retailing, November 2009, London: Mintel. [https://academic.mintel.com/sinatra/oxygen_academic/search_results/show/display/id=395621/display/id=496165/display/id=496171#atom2] accessed 10/12/09 * Mintel (2009), Mintel market report- Food retailing, November 2 009, London: Mintel. [https://academic.mintel.com/sinatra/oxygen_academic//display/id=395621/display/id=496166] accessed 05/12/2009

Essay On Motor Impairments In Individuals With Attention...

Research Question: Because it has been hypothesized that motor impairments in individuals with attention-deficit hyperactivity disorder (ADHD) could be related to cerebellar deficits, this study aims to determine if individuals diagnosed with ADHD have motor impairments when completing tasks involving the cerebellum. The researchers hypothesized that the cerebellar function will negatively impact the motor performances of adults diagnosed with ADHD, or adults with ADHD-like symptoms, when compared to controls. Method: In this study, there were 91 participants, 49 of which were female and 42 were male, aged 18 to 30 years old. Part A of the ASRS, which is an ADHD self-report scale, was the diagnostic measure used to determine if an†¦show more content†¦This phase determined if the participant continued to compensate for the rotation when it was removed. In each phase, reaction time, movement time, and angle at maximum velocity were recorded. Reaction time was the time it took the participant to begin moving the cursor when the trial began. Movement time was the time it took for the cursor to move from the starting circle to the target circle, and angle at maximum velocity was measured because, according to Kurdziel et al. (2014), â€Å"the point of maximum velocity represents a point in each trial when the participant corrected for their error† (p. 1148). Results: Baseline did not show significant differences for any of the 3 measures. In the adaption phase, reaction time also did not show a significant effect when comparing the ADHD and control groups. When considering movement time during the adaption phase, results indicate that movement time gradually decreased throughout phases. Also, results showed that individuals with ADHD symptoms had slower correction rates. Regarding the angle at maximum velocity for ADHD and control groups, data showed that participants did adapt to the 30-degree rotation; however, the ADHD group was significantly slower when adapting. Post-adaption phase results show that reaction time did not show significant differences. Also, in this phase, results for movement time and angle at maximum velocity for ADHD and control groups did not differ. Overall,Show MoreRelatedEssay on Fetal Alcohol Syndrome1390 Words   |  6 Pagesâ€Å"What is nutrition per say, and how do we maintain the balance of it?† Nutrition is defined as â€Å"the sum of the processes by which [a living thing] takes in and utilizes food substances.† (Merriam-Webster, 2011). It is the responsibility of each individual to assure the consumption of enough nutrients to nourish the body and to be cautious of harmful toxins. 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Shadow Kiss Chapter 4 Free Essays

string(30) " essentially a cooking class\." FOUR IT BEGAN. At first, things weren’t too different from any other day. Dhampirs and Moroi attended separate classes in the first half of the school day, then joined up after lunch. We will write a custom essay sample on Shadow Kiss Chapter 4 or any similar topic only for you Order Now Christian had most of the same afternoon classes I’d had last semester, so it was almost like following my own schedule again. The difference was that I was no longer a student in these classes. I didn’t sit at a desk or have to do any of the work. I was also a lot more uncomfortable since I had to stand at the back of the room the entire time, along with other novices who were guarding Moroi. Outside the school, this was what it was usually like. Moroi came first. Guardians were shadows. There was a strong temptation to talk to our fellow novices, particularly during times when the Moroi were working on their own and talking amongst themselves. None of us cracked, though. The pressure and adrenaline of the first day had us all on good behavior. After biology, Eddie and I started using a bodyguard technique called pair guarding. I was near guard and walked with Lissa and Christian for immediate defense. Eddie, being far guard, walked farther away and scanned the larger area for any potential threats. We followed this pattern for the rest of the day, up until the last class came around. Lissa gave Christian a quick kiss on the cheek, and I realized they were parting. â€Å"You guys don’t have the same schedule this time?† I asked with dismay, stepping over to the side of the hall to stay out of student traffic. Eddie had already deduced that we were parting and had stopped far guard duties to come talk to us. I hadn’t known how Lissa and Christian’s schedules lined up for this new semester. Lissa took in my disappointed look and gave me a sympathetic smile. â€Å"Sorry. We’re going to study together after school, but right now, I’ve got to go to creative writing.† â€Å"And I,† declared Christian loftily, â€Å"have to go to culinary science.† â€Å"Culinary science?† I cried. â€Å"You elected culinary science? That’s like the most brainless class ever.† â€Å"It is not,† he countered. â€Å"And even if it was †¦ well, hey, it’s my last semester, right?† I groaned. â€Å"Come on, Rose,† laughed Lissa. â€Å"It’s just one class period. It won’t be that – â€Å" She was cut off when a commotion broke out farther down the hall. We and everyone near us stopped and stared. One of my guardian instructors, Emil, had practically appeared out of nowhere and – playing Strigoi – reached for a Moroi girl. He swung her away, pressing her to his chest and exposing her neck as though he would bite her. I couldn’t see who she was, just a tangle of brown hair, but her assigned protector was Shane Reyes. The attack had caught him by surprise – it was the first one of the day – but he fumbled only a little as he kicked Emil in the side and wrested the girl away. The two guys squared off, and everyone watched eagerly. A few even whistled and shouted, cheering Shane on. One of the catcallers was Ryan Aylesworth. He was so fixated on watching the fight – which Shane, wielding his practice stake, had just about won – that he didn’t notice two other adult guardians sneaking up on him and Camille. Eddie and I realized it at the same time and stiffened, instinct readying both of us to spring forward. â€Å"Stay with them,† Eddie told me. He headed toward Ryan and Camille, who had just discovered they were being set upon. Ryan didn’t react as well as Shane had, particularly since he faced two attackers. One of the guardians distracted Ryan while the other – Dimitri, I now saw – grabbed Camille. She screamed, not faking her fear. She apparently didn’t find being in Dimitri’s arms as thrilling as I did. Eddie headed toward them, approaching from behind, and landed a blow on the side of Dimitri’s head. It hardly fazed Dimitri, but I was still amazed. I’d barely ever been able to land a hit on him in all our trainings. Eddie’s attack forced Dimitri to release Camille and face this new threat. He spun around, graceful as a dancer, and advanced on Eddie. Meanwhile, Shane had â€Å"staked† his Strigoi and jumped in to help Eddie, moving around to Dimitri’s other side. I watched, fists clenched in excitement, intrigued with the fighting in general and with watching Dimitri in particular. It amazed me that someone so deadly could be so beautiful. I wished I was part of the fray but knew I had to watch the area around me in case any â€Å"Strigoi† attacked here. But they didn’t. Shane and Eddie successfully â€Å"finished off† Dimitri. Part of me was a little sad at this. I wanted Dimitri to be good at everything. However, Ryan had tried to help and failed. Dimitri had technically â€Å"killed† him, so I felt a twisted comfort in thinking that Dimitri had still been a badass Strigoi. He and Emil praised Shane for being fast on his feet and Eddie for realizing we had to treat this as a group endeavor rather than one-on-one trials. I got a nod for watching Eddie’s back, and Ryan was chastised for not paying attention to his Moroi. Eddie and I grinned at each other, happy over getting high marks on this first test. I wouldn’t have minded a slightly bigger role, but this wasn’t a bad start to the field experience. We high-fived, and I saw Dimitri shake his head at us as he left. With the drama over, our foursome split up. Lissa gave me one last smile over her shoulder and spoke to me through the bond, Have fun in culinary science! I rolled my eyes, but she and Eddie had already rounded a corner. â€Å"Culinary science† sounded pretty impressive, but really, it was just a fancy term for what was essentially a cooking class. You read "Shadow Kiss Chapter 4" in category "Essay examples" Despite my teasing Christian about it being brainless, I had some respect for it. I could barely boil water, after all. Still, it was a lot different from an elective like creative writing or debate, and I had no doubts Christian was taking it as a blow-off class and not because he wanted to be a chef someday. At least I might get some satisfaction out of watching him mix a cake or something. Maybe he’d even wear an apron. There were three other novices in the class who were guarding Moroi. Since the culinary science room was large and open, with lots of windows, the four of us worked together to come up with a plan to pool our efforts and secure the whole room. When I’d watched novices do their field experiences in past years, I’d only ever paid attention to the fights. I’d never noticed the teamwork and strategizing that must have been going on. Theoretically, the four of us were here to only protect our assigned Moroi, but we’d slipped into a role where we were protecting the whole class. My post was by a fire door that led outside of the school. Coincidentally, it was right by the station Christian was working at. The class normally cooked in pairs, but there was an odd number of students. Rather than work in a group of three, Christian had volunteered to be by himself. No one had seemed to mind. Many still regarded him and his family with the same prejudice that Jesse did. To my disappointment, Christian wasn’t making a cake. â€Å"What is that?† I asked, watching him take out a bowl of some kind of raw, ground-up meat from the refrigerator. â€Å"Meat,† he said, dumping it onto a cutting board. â€Å"I know that, you idiot. What kind?† â€Å"Ground beef.† He pulled another container out and then another. â€Å"And this is veal. And this is pork.† â€Å"Do you have, like, a T.rex that you’re going to feed?† â€Å"Only if you want some. This is for meatloaf.† I stared. â€Å"With three kinds of meat?† â€Å"Why eat something called meatloaf if you aren’t actually going to get some meat out of it?† I shook my head. â€Å"I can’t believe this is only the first day with you.† He glanced down, focusing on kneading his tri-meat creation together. â€Å"You sure are making a big deal out of this. Do you really hate me that much? I heard you were screaming at the top of your lungs back in the gym.† â€Å"No, I wasn’t. And †¦ I don’t hate you at all,† I admitted. â€Å"You’re just taking it out on me because you didn’t get paired with Lissa.† I didn’t answer. He wasn’t that far off. â€Å"You know,† he continued, â€Å"it might actually be a good idea for you to practice with someone different.† â€Å"I know. That’s what Dimitri says too.† Christian put the meat into a bowl and started adding some other ingredients. â€Å"Then why question it? Belikov knows what he’s doing. I’d trust anything he says. It sucks that they’re going to lose him after we graduate, but I’d rather see him with Lissa.† â€Å"Me too.† He paused and looked up, meeting my eyes. We both smiled, amused at how shocked we were to have agreed with each other. A moment later, he returned to his work. â€Å"You’re good too,† he said, not too grudgingly. â€Å"The way you handled yourself†¦Ã¢â‚¬  He didn’t finish the thought, but I knew what he was talking about. Spokane. Christian hadn’t been around when I killed the Strigoi, but he’d been instrumental in helping with the escape. He and I had teamed up, using his fire magic as a means of letting me subdue our captors. We’d worked well together, all of our animosity put aside. â€Å"I guess you and I have better things to do than fight all the time,† I mused. Like worry about Victor Dashkov’s trial, I realized. For a moment, I considered telling Christian what I’d learned. He’d been around the night it had all gone down with Victor last fall, but I decided not to mention the news just yet. Lissa needed to hear it first. â€Å"Yup,† Christian said, unaware of my thoughts. â€Å"Brace yourself, but we aren’t that different. I mean, I’m smarter and a lot funnier, but at the end of the day, we both want to keep her safe.† He hesitated. â€Å"You know†¦I’m not going to take her away from you. I can’t. No one can, not as long as you guys have that bond.† I was surprised he’d brought this up. I honestly suspected that there were two reasons he and I argued a lot. One was that we both had personalities that liked to argue. The other reason – the big one – was that we were each envious of the other’s relationship with Lissa. But, as he’d said, we really had the same motives. We cared about her. â€Å"And don’t think the bond will keep you guys apart,† I said. I knew the link bothered him. How could you ever get romantically close to someone when they had that kind of connection with another person, even if that other person was just a friend? â€Å"She cares about you. †¦Ã¢â‚¬  I couldn’t bring myself to say â€Å"loves.† â€Å"She has a whole separate place for you in her heart.† Christian put his dish in the oven. â€Å"You did not just say that. I have a feeling we’re on the verge of hugging and coming up with cute nicknames for each other.† He was trying to look disgusted at my sentiment, but I could tell he liked being told that Lissa cared about him. â€Å"I already have a nickname for you, but I’ll get in trouble if I say it in class.† â€Å"Ah,† he said happily. â€Å"That’s the Rose I know.† He went off to talk to another friend while his meatloaf cooked, which was probably just as well. My door was a vulnerable position, and I shouldn’t have been chatting away, even if the rest of the class was. Across the room, I saw Jesse and Ralf working together. Like Christian, they’d chosen a blow-off class too. No attacks occurred, but a guardian named Dustin did come in to make notes on us novices as we held our positions. He was standing near me right when Jesse chose to stroll by. At first, I thought it was a coincidence – until Jesse spoke. â€Å"I take back what I said earlier, Rose. I figured it out. You aren’t upset because of Lissa or Christian. You’re upset because the rules say you have to be with a student, and Adrian Ivashkov’s too old. The way I hear it, you guys have already had a lot of practice watching each other’s bodies.† That joke could have been so much funnier, but I’d learned not to expect too much from Jesse. I knew for a fact that he didn’t care about Adrian and me. I also suspected he didn’t even believe we had anything going on. But Jesse was still bitter about me threatening him earlier, and here was his chance to get back at me. Dustin, standing within earshot, had no interest in Jesse’s idiotic teasing. Dustin would probably have an interest, however, if I slammed Jesse’s face into the wall. That didn’t mean I had to be silent, though. Guardians talked to Moroi all the time; they just tended to be respectful and still keep an eye on their surroundings. So I gave Jesse a small smile and simply said, â€Å"Your wit is always such a delight, Mr. Zeklos. I can barely contain myself around it.† I then turned away and surveyed the rest of the room. When Jesse realized I wasn’t going to do anything else, he laughed and walked away, apparently thinking he’d won some great victory. Dustin left shortly thereafter. â€Å"Asshole,† muttered Christian, returning to his station. Class had about five minutes left. My eyes followed Jesse across the room. â€Å"You know something, Christian? I’m pretty happy to be guarding you.† â€Å"If you’re comparing me to Zeklos, I don’t really take that as much of a compliment. But here, try this. Then you’ll really be glad you’re with me.† His masterpiece was finished, and he gave me a piece. I hadn’t realized it, but just before the meatloaf had gone in, he’d wrapped it in bacon. â€Å"Good God,† I said. â€Å"This is the most stereotypical vampire food ever.† â€Å"Only if it was raw. What do you think?† â€Å"It’s good,† I said reluctantly. Who knew that bacon would make all the difference? â€Å"Really good. I think you have a promising future as a housewife while Lissa works and makes millions of dollars.† â€Å"Funny, that’s exactly my dream.† We left the class in lighter moods. Things had grown more friendly between us, and I decided that I could handle the next six weeks protecting him. He and Lissa were going to meet in the library to study – or pretend to study – but he had to stop by his dorm first. So I followed him across the quad, back into the winter air that had grown chillier since sunset seven hours ago. The snow on the paths, which had turned slushy in the sun, had now frozen up and made walking treacherous. Along the way, we were joined by Brandon Lazar, a Moroi who lived in Christian’s hall. Brandon could barely contain himself, recapping a fight he’d witnessed in his math class. We listened to his rendition, all of us laughing at the thought of Alberta sneaking in through the window. â€Å"Hey, she might be old, but she could take on almost any of us,† I told them. I gave Brandon a puzzled look. He had bruises and red splotches on his face. He also had a few weird welts near his ear. â€Å"What happened to you? Have you been fighting guardians too?† His smile promptly disappeared, and he looked away from me. â€Å"Nah, just fell.† â€Å"Come on,† I said. Moroi might not train to fight like dhampirs did, but they got in brawls with each other just as often as anyone else. I tried to think of any Moroi he might have a conflict with. For the most part, Brandon was pretty likeable. â€Å"That’s the lamest, most unoriginal excuse in the world.† â€Å"It’s true,† he said, still avoiding my eyes. â€Å"If someone’s screwing with you, I can give you a few pointers.† He turned back to me, locking eyes. â€Å"Just let it go.† He wasn’t hostile or anything, but there was a firm note in his voice. It was almost like he believed saying the words alone would make me obey him. I chuckled. â€Å"What are you trying to do? Compel me – â€Å" Suddenly, I saw movement on my left. A slight shadow blending in with the dark shapes of a cluster of snowy pine trees – but moving just enough to catch my attention. Stan’s face emerged from the darkness as he sprang toward us. Finally, my first test. Adrenaline shot through me just as strongly as if a real Strigoi were approaching. I reacted instantly, reaching out to grab both Brandon and Christian. That was always the first move, to throw my own life before theirs. I jerked the two guys to a halt and turned toward my attacker, reaching for my stake in order to defend the Moroi – And that’s when he appeared. Mason. He stood several feet in front of me, off to Stan’s right, looking just as he had last night. Translucent. Shimmering. Sad. The hair on the back of my neck stood up. I froze, unable to move or finish going for my stake. I forgot about what I’d been doing and completely lost track of the people and commotion around me. The world slowed down, everything fading around me. There was only Mason – that ghostly, shimmering Mason who glowed in the dark and seemed like he so badly wanted to tell me something. The same feeling of helplessness I’d experienced in Spokane returned to me. I hadn’t been able to help him then. I couldn’t help him now. My stomach turned cold and hollow. I could do nothing except stand there, wondering what he was trying to say. He lifted one translucent hand and pointed off toward the other side of campus, but I didn’t know what it meant. There was so much over there, and it wasn’t clear what he was pointing at. I shook my head, not understanding but desperately wishing I could. The sorrow on his face seemed to grow. Suddenly, something slammed into my shoulder, and I stumbled forward. The world suddenly started up again, snapping me out of the dreamy state I’d just been in. I only barely managed to throw out my hands in time to stop myself from hitting the ground. I looked up and saw Stan standing over me. â€Å"Hathaway!† he barked. â€Å"What are you doing?† I blinked, still trying to shake off the weirdness of seeing Mason again. I felt sluggish and dazed. I looked into Stan’s angry face and then glanced over at where Mason had been. He was gone. I turned my attention back to Stan and realized what had happened. In my distraction, I’d completely spaced while he’d staged his attack. He now had one arm around Christian’s neck and one around Brandon’s. He wasn’t hurting them, but his point was made. â€Å"If I had been a Strigoi,† he growled, â€Å"these two would be dead.† How to cite Shadow Kiss Chapter 4, Essay examples

Focusing on act 3, scene 5 The turning point how and why have the directors of the different versions of the play portrayed Juliet in the way they have Essay Example For Students

Focusing on act 3, scene 5 The turning point how and why have the directors of the different versions of the play portrayed Juliet in the way they have? Essay I have been looking at act 3, scene 5 The turning point in different filmed versions of the play Romeo and Juliet. I looked at three different versions, these are the Dicaprio version, Zeffirelli version and the Shakespeare shorts version. The purpose of me writing this essay is to discuss how and why different directors have portrayed Juliet in the way they have, I will also discuss how close their portrayals of her are to my own understanding of her character. The Dicaprio version shows a more modern version of the play. Juliet is portrayed as a more independent woman rather than the innocent child like Juliet we see in the other versions. When she is trying to persuade Romeo not to leave her she teases him, pulls him close but then pushes him away, this shows she does not feel the need to chase after him as she is sure he will return to her. The relationship we see between them show they have more of a partnership than relationship which again refers to the modern day setting as a marriage in Shakespeares time would not have been so much of an equal relationship as the women were usually more dominated by their husband. In this scene Juliet is wearing nothing except for a white sheet. This shows us her nakedness refers to her strong minded personality portrayed in this version, although she is wrapped in a white sheet, showing her innocence. The music used is of a piano, again quite modern music but does create a romantic atmosphere. When Lady Capulet Mistakes Juliets tears for the death of her cousin tybalt, Ever more weeping for your cousins death? and when she threatens to have Romeo poisoned Juliet acts in a different way towards lady capulet then she does in the other versions. Juliet acts quite defiant to her mother she is upset but more angrier than anything, she does not want to marry Paris and does not believe her mother will go through with the threat against Romeo. Juliet keeps quite a strong tone of voice throughout this scene even when she begins to cry, she also shouts back a lot, showing how mad and upset she is. Again Juliet acts differently to the other portrayals of Juliet when reacting to Capulets rage about the situation. Her father does appear quite dominating but Juliet does not hide away from him. She shouts back and makes it clear she wont let them make her marry Paris. She shows she is not scared by using a very challenging tone of voice towards him, which is quite pointless because in Shakespeares time she would have had no power to be able to decide on her own future. When her nurse turns her back on her and advises her to marry Paris Juliets reaction is quite shocked, she is devastated she pleads with her nurse to help her and shows lots of passion but at this point she feels hopeless. The Zeffirelli version is more of a traditional portrayal of Juliet she is more like the classical heroine or the victim in this version. She is an innocent child like young women and not very independent. The way Juliet acts towards Romeo when she is trying to persuade him not to leave her is of a child like manner. She follows him around the room and keeps touching him symbolising she doesnt want him to go. She even helps him dress showing she would serve him and she adores as she craves his attention. Is there any excuse of the behaviour of Shylock in Shakespeare's Merchant of Venice EssayJuliets Reaction to her nurse turning her back on her is an act of disbelief, she shows this by shaking her head, she is so upset she becomes speechless. Juliet grabs at her nurses hand in desperation, she has no one else to turn to. The version of the play which shows Juliet as I would expect her to be portrayed is the Zeffirelli version. I chose this version as she is more how I think Juliet should be as she acts more dramatic, very powerless and innocent. The way she throws herself on the floor, screaming and sobbing is how the directors have portrayed her as powerless. She screams and sobs just like a child would and shows how she is not able to handle all the emotions. The Dicaprio version wasnt exactly how I would expect Juliet to be portrayed as it was a very modern version and you wouldnt expect her to be so confident. I also wouldnt expect Juliet to be portrayed in the way she was in the Shakespeare shorts version. My reason for this is because an afro Caribbean actress was used and this wasnt very likely as there wasnt many black people in Italy especially rich ones. You also wouldnt expect it to be set in a tropical island, apart from these points Juliet does act how I would expect her to in this situation a quiet, nervous, scared young girl. If I was a director and had to direct an actor to play Juliet in this scene then I would try to get an actress that looked similar to how you would expect Juliet to look as in Shakespeare shorts version the actress didnt seem to look the part. The costume I would like her to wear would be white as all three versions have used and long like a nightgown. I would use white to show her pureness and I would be long to show her innocence. The background music I would use would be the sound of something quite romantic like a piano or violin but as the scene goes on I would use more dramatic sound like a drum to signify capulets rage. I would direct the actor playing Juliet to be a quiet, lovesick young girl around Romeo, following his every move showing her true love for him and begging him not to leave her. Although I would direct Juliet to act very stubbornly towards her father, as I dont think she deserves to be treated the way she has been. She should use a stronger tone of voice when talking to her father and dealing with his rage but still be very scared and nervous. She would scatter about the room pleading for help from someone. The portrayal of Juliet I prefer is the Dicaprio version. I prefer this version because it is more modern. The other two versions are more traditional and refer to Shakespeares time a little more but I found the Dicaprio version was more interesting and kept my attention more. I also prefer this version because I enjoyed watching the way Juliet was directed to stand up for herself and shout back at her father as I believe it is right to have a say in your life. Although I do prefer the Dicaprio version of the play, after looking at all three versions and looking at all different aspects of Juliets character like her tone of voice, costume and the way she has been directed to act in the scene. I think the way Juliet was portrayed in the Zeffirelli version was most like my understanding of her character.

”Cosi” by Louis Nowra Essay Sample free essay sample

The book Cosi. written by Louis Nowra consisted of being about a drama called ‘Cosi Fan Tutte’ which involved lunacy. semblance. saneness and theater. This drama was set in a mental establishment and involved chap patients to go the extraordinary histrions that were eventually able to acquire an engagement to convey them out of their dull shell. Lewis. is the fresh out of university. new manager. which gasp’s on the thought that holding this function isn’t every bit easy as he was cognizant of. Throughout the drama. it consists of comedy and unhappiness that are supplied but past experiences and the manner society looks on people. Louis Nowra. the writer. has used unhappiness and black comedy throughout the drama due to desiring the audience to bury about their pre-thought of what mental patients are seen as. This to be seen as seeing the patients for their personality and non for their unwellness or past tumours. We will write a custom essay sample on †Cosi† by Louis Nowra Essay Sample or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page One of the histrions. Roy. has shown this by sharing his past childhood excessively the group and audience. Roy as a kid. was abandoned by his female parent and besides grew up life and altering orphanhoods. Although Roy had gone through legion difficult undertakings during his life. he still managed to be systematically happy which this is what through the audience off. Roy. being the picker of the drama. shows unhappiness in the devising of ‘Cosi Fan Tutte’ when he reveals to Lewis that this drama is his manner of seeking to get away the injury of his life spent experiencing unloved within orphanhoods and the mental establishment. Lewis claimed that â€Å"love was a difficult construct to define† as he hadn’t truly thought about what he saw love as. but had been manipulated by his friends. Nick and Lucy. who both believed that love is non of import. Although Lewis and Lucy were involved. due to Lucy non believing that love is of import. she started to be wray Lewis by kiping with Nick. And although Lewis knew this. he was still hopeful to believe that that adult females should be faithful to work forces and that true love does be. As the narrative has an emotional side. it besides endures a comedy side. Doug is an aggressive adult male who is obsessed with sex. he is a consecutive up individual and is non afraid to state what is on his head. In parts of the drama. Doug’s words are inappropriate but come across as good story and entertaining. In Doug’s childhood. him and his female parent weren’t really near. His female parent would frequently wish to pass clip and expression after her cats. So when Doug eventually made the determination to do an attempt. he thought by illuming her cats on fire. would catch her attending. Merely. it grabbed her attending for the incorrect grounds. But one time Doug had mentioned this to the fellow dramatis personae. Cherry would answer with a comment of ‘Go burn a cat’ so sardonically acquire back at Doug’s rude or inappropriate remarks to her. Doug likes to play on people’s heads and unleash interrogating inquiries to Lewis. abou t his individual life which makes Lewis unconfutable. Roy’s unrealistic outlooks that a group of mentally sick patients can execute and sing a Mozart opera demonstrates the semblance he has to do something go on. A lurid turn involved Julie. and how she is ever interested in and taking on Lewis. To so happen out that Julie is a sapphic. it takes a entertaining journey to the bravery of her allowing it out.

Learn how to write a perfect paper

Learn how to write a perfect paper Little Known Ways to Write a Perfect Paper There may not really be such a thing as the â€Å"perfect paper,† but if you can write one and get an â€Å"A,† that is pretty darn close. Most professors do not give â€Å"A’s,† unless a paper is truly superior, especially when compared to the others that have been submitted. Most students, including you, know the process for writing paper assignments – choosing a topic, coming up with a thesis (the point you are making), doing the research, making an outline, writing the rough draft, getting all of the citations in, revising, and writing the final draft. All of these steps are absolutely necessary if your paper is to have sound structure and read well. The other really important part of producing an â€Å"A† paper is the ability to write well – to use proper sentence structure, grammar and punctuation, as well as style and vocabulary that is appropriate for your academic level. Now, here are some things you may not have thought of that will improve the chances for an â€Å"A,† and chances are teacher or professor ever gave you these â€Å"specific† pointers. Talk to your professor about your topic. Chances are, you will have a content field from you can choose options for writing a paper. And chances are, your professor has given a range of pages, perhaps 8-10. Once you have decided on your topic, email your professor, or better, stop by during his/her office hours and get his/her thoughts on your chosen topic. If that topic is too broad or too narrow, s/he will tell you so and perhaps make suggestions for refining it further. You have accomplished two things here: 1) your professor is a bit flattered that you have come to seek advice, and 2) you have refined your topic to meet his/her length requirements. You have also saved yourself the grief that can come from choosing a topic that is too broad and having too much written on it, or, worse, choosing one that is too narrow and not being able to find enough resources to meet the minimum page length. Don’t choose your thesis until you have completed your research. You may already have one in mind, and that is fine, but once you have finished the research, one of two things may have happened: 1) you may find a thesis that works better for the topic and/or 2) you may have changed your perspective on your original thoughts and now have a much better thesis with which to work. Don’t forget, you get a thesis by asking very specific questions: Why is this topic even important? If there are differing opinions, which ones do I find most valid and with which one do I agree most Which theses are other authors using on the topic, and will one of them work as a thesis for me? Sometimes re-wording the thesis of a respected authority on a subject, as long as you agree with it, works really well. Organizing your research into sub-topics can be a laborious, because you have to match stuff from several authors on each sub-topic. The traditional method has always been to use note cards and to use a different notecard from each author for each sub-topic addressed (and to be certain that the information for in-text citations is on that card).   You then compose your outline from the stacks of cards you have collated. Here are two other approaches that some students find more helpful: Once you have finished the research, sit back and think about the major points that most or all of the authors made. These then become your sub-topics. What you can then do is this: Put each sub-topic into a separate Word document, and then go through your notes, topic by topic and insert the information you intend to use with the citation information with it into each of the related Word documents. Print those out, and use those instead of an outline. If you have read one piece of research in which sub-topics have been extremely well organized and include all of the sub-topics you actually want to include, then by all means, model your sub-topics after those of that author. You do not have to â€Å"re-invent a wheel† that someone else has already invented! No professor will ever suggest that you do this, but it is a great option, as long as you do not plagiarize. Paper writing requires good command of the English language and the ability to translate information, concepts and thoughts into scholarly writing. If you have difficulty with this, you have several options: Go to your campus writing lab and get some help. This is a feasible solution if you have the time and if someone is available to really help you with paragraph and sentence structure, as well as grammar. You can write your rough draft and take it in for editing and polishing. Write your rough draft and find a friend who is a really good writer. S/he may have time to review and edit for you. Consider using a custom writing paper service that is able to provide all levels of help, from editing and proofreading your rough draft to actually producing an original, custom paper for you. There is no huge mystique about writing a great paper. It takes commitment and hard work. Using a few of these tips, however, may â€Å"ease your pain† somewhat.

Economic Geography Essay Example | Topics and Well Written Essays - 1000 words

Economic Geography - Essay Example The recent innovations would not change the world of work substantially. Higher literacy rate and increased research intensity majorly caused the growth of income in the later half of the 20th century. Finiteness of growth of these elements is a cause of halt in income growth. The rate of progress today is very slow compared to what it was from the start to the mid 20th century. Computer age is omnipresent but has failed to increase productivity like the innovations of the late 19th century did until the quarter of the 20th century. Innovation and technology are used interchangeably but the two terms are different. A hindrance in future innovation is poorly crafted regulations. The role of government as well as energy has changed in the transition from the late 20th to the 21st century. Globalization is one of the factors that caused the productivity slowdown since 1970s, though it also serves as an opportunity since any idea generated spreads world over. The real risk for advanced e conomies is the rigidity of institutions toward accommodation of changes that are truly revolutionary rather than the slow pace of innovation. Reflection I think that the pace of innovation has not slowed down. In fact, the speed with which the research and development is taking place today far exceeds any achieved in the past centuries. This article has more discussed the effect of innovation and new technologies on business, commerce, and everyday life rather than innovation itself. Considering the innovation aspect, the fact that every year brings along with it new models and upgraded specifications of almost every gadget that we have ranging from the cars to mobile phones provides evidence of the speed of innovation. So saying that innovation is not happening any more would be far from reality. Nevertheless, it is undoubtedly true that human life has never been impacted as much by innovation and new technology as it has been impacted from the start till the first quarter of the 20th century. The reason behind the decline in the impact of innovation on human life in the present age compared to the past is not just limited to the rigid attitude of the organizations and institutions toward sustaining the traditional ways of working. While it is an important factor, the reasons for the decline in innovation’s impact on human life extend beyond it to include the fact that the merits of adjusting the systems according to new technologies today are not as enormous as they were in the past. This is because of the fact that the general lifestyle of people a century ago or before that and the systems of trade and commerce were far less advanced than what they are today and had a lot of room for adjustment and improvement. Therefore, the decline has basically not happened in the speed of innovation. Instead, the decline has happened in the tendency of the systems to be improved probably because the existing systems address the fundamental needs of the society in many ways. Although there is growing concern about the safety of environment, yet this fact cannot be denied that the practices that have led to deterioration of the environmental health and safety are addressing the economic and various other needs of the society. One point that has been made in the article and which I disagree with is that the omnipresence of computer age has not increased the productivity the way the 19th century’s innovations did. Saying this is unfair because it undermines all the improvement in

The importance of cultural diversity in one's life Essay

The importance of cultural diversity in one's life - Essay Example Through improved communication and a broader sense of understanding, culturally diverse communities can achieve success that is unparalleled in homogenous populations. The wide influx of ideas and practices in a culturally mixed group enriches a community and allows for greater intellectual, economic, and spiritual growth within the population. Cultural diversity is becoming ever more important in an increasingly global society and also has an accepted facet in day to day life. Cultural diversity spears economic growth and can help in the reduction of world poverty (UNESCO). Distinct cultures are capable of interacting in an economically advanced manner that will help not just the motherland, but other countries in need as well. Besides economical benefits, cultural diversity also enriches the human soul. Through the exchange of cultural ideas, individuals experience intellectual, emotional, moral, and spiritual growth (UNESCO). For example, millions of people worldwide now practice yoga as a form of exercise and spiritual relaxation. This would not be possible without the exchange of ideas between cultures. All cultures can stand to gain valuable insight into economic and emotional health by exchanging ideas. Multiculturalism within a community encompasses many distinct groups and interests. Race, gender, class, and sexual orientation are some of the categories that help decide the relationships between different cultural groups (Rendon). The key to success in environments with extensive multiculturalism is acceptance and tolerance. This is in opposition to monoculturism in which the group of people is homogenous or not mixed as in multiculturalism. A culture that is completely homogenous may view cultural diversity as a threat to social life, education, or financial well being (Rendon). However, homogenous groups of people are becoming more rare as the world continues to grow. Most college campuses are mixed gender, as well as mixed race, mixed socio-economic status and mixed gender orientation. For this reason, it is important to establish acceptance and communication within multicultural campuses. Diversity is nothing something that should be viewed as a threat, but something that sho uld be embraced as a positive force. As communications, transportation, and biotechnology continue to improve, the world will continue to move towards a global culture instead of distinct cultural areas. It is important to recognize a degree of cultural unity in order to give validity to laws passed by international bodies, such as the United Nations (Ayton-Shenker). International law is designed as rules for the global community and does not establish differences between particular countries. As diverse as the world is, these unifying bodies provide a sense of group belonging to the global community (Ayton-Shenker). In this sense, cultures that are as different as China to Brazil to the United States are all held to the same standards under international law. The knowledge that can be attained by accepting other cultures is perhaps the most important aspect of cultural diversity. Rudolph J. Marcus accounts for this wealth of information in his article, "Harvesting the advantages of cultural diversity." He states, "working together across paradigms can be fruitful. Some behaviors and practices on both sides help this process,

What best explains peoples willingness to work hard Essay

What best explains peoples willingness to work hard - Essay Example Motivation is something abstract and the difficulties arise when one tries to explain its meaning and application. A wide variety of assumptions have been made on motivation by observing the resultant behaviour of motivation. Based on these assumptions and research findings, motivation has been defined in a number of ways. Vroom defines motivation as a process, which governs choices made by persons or lower organisms among alternative forms of voluntary activity. (Vroom, 1964 as cited in Putti) Motivations are the act of inducing an individual to follow a desired course of action. The desired course of action may be for the good of the individual or for the one who is inducing the individual towards a desired course of action or both. Zedeck and blood contend that motivation is a predisposition to act in a specific goal-directed way. (Sedeck & Blood, 1974 as cited in Putti) Atchison further defines Motivation as the immediate influence on the direction, vigor, and persistence of beha viour. (Atchison, 1964 as cited in Putti) on the other hand Gellerman defines motivation as steering one’s actions towards certain goals and committing a certain part of one’s energies to reach them. (Gellerman, 1963 as cited in Putti) In the view of Shartle, motivation is â€Å"a reported urge or tension to move in a given direction or to achieve a certain goal. (Shartle, 1956 as cited in Putti) Hence, Motivation can make the employees get all the targets settled by the Organisations. There are several ways by which employees can be motivated the most important is to address the needs of the employees. Just as the definition of basic human needs is a highly complex task, it naturally follows that there are no easy assumptions concerning what employees really want from the organisation. In various surveys, the following are some of the more typically specified wants. The first and the

Mortuary And Anatomical Pathology Health And Social Care Essay

Mortuary And Anatomical Pathology Health And Social Care Essay The Mortuary and Anatomic Pathology unit forms part of the Pathology Department. It is linked to the Mater Dei Hospital complex via an underground service corridor through which bodies will be transported in a more dignified manner. It is also situated in an isolated part of the Mater Dei complex in order to allow for a more dignified preparation of our dear departed in the quieter part of the Hospital. The mortuary offers various other services which include: Receiving bodies from the Hospital and other institutions and sources such as the community. Preparing bodies for their funeral rites. In the mortuary, besides there being a room for preparation of bodies of people who believed in the Roman Catholic faith, there is also a room saved for preparation of bodies for people who believed in other religions and have different religious rites with regard to preparation of the dead The mortuary offers an autopsy service for the various Hospitals that require a post mortem examination. The mortuary at Mater Dei is also equipped to cater for forensic post mortem studies. In order to provide these services, the mortuary contains many facilities and machines. These facilities and machines include a cold storage, body fridges, a post mortem area and a laboratory, an embalming room and a body preparation room. Viewing rooms are also present to enable relatives and friends to pay their last respects to the departed in a more private atmosphere. There is also a Mortuary Chapel where relatives and friends can find time for moments of silence and reflection and participate in the final prayers recited just before the body is transferred to an awaiting hearse for its last voyage to the cemetery. Duties of the Scientist at the Mortuary The main duties of the scientist at the mortuary and anatomic pathology unit are the administration and management of assets and procedures available at the mortuary. These duties include: Administration: This role incorporates the logistical and scientific aspects relevant to a modern Mortuary and Anatomic pathology unit. This role also includes rendering a service to clients so it is imperative that good customer service is offered. All release forms, death certificates, general morgue forms and client information has to be documented and filed properly by the administrative staff. Post mortem examinations, which can be ordered either by the Consultant within the state Hospitals in what is known as a hospital post mortem or by the Magistrate on duty if the person died under suspicious circumstances. In this case a forensic post mortem is used. The autopsy is also essential in determining the cause of death of investigated individuals. Histology. The samples obtained from the body during the autopsy must be subjected to histopathological investigation. The samples obtained from the body during the autopsy receive the same treatment as those obtained from a living patient in an operating theatre. Other procedures such as Health and safety, procurement of specimens, chain of custody, documentation and many more procedures. The Relevance of a Post Mortem Examination. A post mortem examination is a careful examination of the departed individual. It can offer valuable clues as to how the person died as well as information regarding the illness and its effects on the body. It may also give a more precise indication with regard to how the individual died. Sometimes, even the best and most detailed post mortem examinations may not uncover the cause of death and may also leave certain questions unanswered. These investigations are usually carried out by a pathologist. A pathologist is a person who specialises in the laboratory study of disease and of diseased tissue. The pathologist is assisted by a scientist with specialist training in this particular field. Post mortems are carried out in special facilities located in the Hospital Mortuary. Post mortem examinations are a benefit to the medical profession as they provide information regarding health and illness that would not be discovered anywhere else. These examinations paved the way for both anatomical discoveries and new information regarding illnesses. Post mortem examinations help identify the cause of death of an individual, confirm the nature of the illness and also the extent of the disease and are capable of identifying other undiagnosed conditions. Another use of post mortem examinations is to assess the effects of treatments and drugs and help identify complications or side effects. A post mortem is a valuable tool for loved ones as it helps them understand why the individual died. Families can occasionally ask questions that can only be answered by information acquired from a post mortem. Some of the information obtained from a post mortem examination can benefit future children in the family and patients who suffer from similar illnesses. (Post mortem exam ination à ¢Ãƒ ¢Ã¢â‚¬Å¡Ã‚ ¬ information for relatives, 2007). Steps Taken to Maintain Health and Safety Standards in the Mortuary The Mortuary presents a number of health and safety risks for personnel. These risks include both health related, accidents due to working conditions and risks specific to working with human remains. These remains are a serious biohazard and are host to various pathogens and hazardous residues such as bacteria, infectious spores, infectious soft tissue and residues of military and industrial chemicals. These pathogens can be transmitted either by hand to mouth contact, contact with mucus membranes, or via the air in the autopsy room or body fluids such as blood. Additional risks to transmission of pathogens include the handling of heavy bodies and using unsanitary and unsafe equipment. The Mortuary in the Mater Dei Hospital is split into two main areas, a clean area and a dirty area. These areas are separated by a transitional zone. The dirty areas include body stores at a temperature of 4 °C. It has easy to clean, non-porous surfaces and a system of containment for any body fluids. On the other hand, the clean area consists of the viewing rooms, the chapel, offices and reception areas. It also has proper ambient climate controls to remove odours and vapours and is mainly where clean equipment is stored. Bodies, equipment and people working in these separate areas must never come into contact with one another whilst working. Also, a body should never go into the dry area before it has been properly cleaned and any soft tissue found is removed. Once the soft tissue is removed it is placed in a freezer. The rest of the human remains are then stored in a separate freezing area. It is essential that all employees working at the Mater Dei Hospital mortuary wear personal protective equipment (PPE), which is designed to help protect the scientist from serious health and safety dangers. This equipment is found in the clean transitional area located in front of the autopsy room, to enable scientists to change into their safety equipment before entering. PPE worn by a scientist in the autopsy room of the mortuary include: Overalls/scrubs (washable or disposable). It is imperative that this particular equipment be worn every day to protect the skin from any debris and body fluid which may cause infection. Latex/nitrile gloves. Nitrile gloves are used by scientists who are allergic to latex and must be worn when handling bodies or body fluids. Double gloving is the procedure Facemask. It is usually found as a visor. This is worn when cleaning bodies, clothing and artefacts and has to be regularly cleaned by the scientist using it. It prevents infection by protecting the face from splash back of body fluids. Safety goggles/glasses. These are worn to prevent any debris from coming into contact with the eye, which could lead to a potentially serious injury and possibly infection. Mortuary shoes/wellington boots. These are non-slip boots similar to those used in surgeries. They are waterproof and prevent entry of fluids. Aprons. All surgical equipment used must be sanitised and autoclaved properly after every use and has to be stored in a safe and secure cupboard when it is not being utilized. The most dangerous tool, the autopsy saw, can only be used by experienced personnel. Hands and exposed skin must be washed after the autopsy to remove any debris or body fluids of the dead individual as these may cause infections. It is also important not to touch bare skin while wearing gloves. The scientist working in the autopsy room must not touch his or her eyes, mouth or nose to prevent spread of any blood borne infections. Beyond the changing area there is also a shower which scientists can use after handling body samples. The autopsy and dissection tables are made up of stainless steel and are connected to a supply of low pressure water. This water is treated with chlorine to remove any infectious agents and is then discharged into the normal sewage system. A High Energy Particulate Air (HEPA) filter can also b e found in the autopsy room to trap any viruses or airborne bacteria from exiting the facilities and circulating into the outside air. It is essential that outside clothing not be worn in the mortuary. Extra PPE should be worn in specific areas such as the biohazard room for extra protection and when samples are being taken for deoxyribonucleic acid (DNA) analysis. Finally, the mortuary is cleaned thoroughly and disinfected every night. Working in the mortuary poses a serious health risk to scientists. Some of these potential risks include working in too hot or too cold conditions, bacterial related sickness, body fluid or tissue related sickness, lifting injuries and stress related sickness. That is why it is ensured that vaccinations for certain diseases such as tetanus, Hepatitis A and Hepatitis B ,Tuberculosis, Typhoid, Diphtheria and Rabies be accounted for in every scientist working in the autopsy room. It is essential that every new employee undergoes a health and safety briefing and that risk assessments be carried out every time a new body arrives. The mortuary staff must be briefed on the new risks found. A first aid kit has to be present along with someone who knows how to give first aid. Anyone entering the mortuary has to follow general health and safety practices. Fragmentary bone may be sharp and bodies can be heavy, therefore the staff must undergo manual handling training.

Humorous Wedding Roast by a Friend of the Groom Essay -- Wedding Toast

Humorous Wedding Roast by a Friend of the Groom Good evening Ladies and Gentlemen – I'd like to start by saying that what a genuine honor it is to be part of Norman's wedding. I appreciate that I am just one of many equally suitable close friends that he could well have chosen. But I know he looks upon me as the older brother he never had, and I look on him as the younger brother I never wanted. So here I stand with this great opportunity to reveal to all, Norman’s past misdemeanors. So I could trot out the usual stories; like when he woke up in a football field wearing a red thong and swimming goggles. But instead, I’ve decided to use this time to talk of Norman’s achievements, so you needn’t worry, we’re almost at the end of the speech. Without doubt his greatest achievement is marrying Janet, who looks absolutely stunning today. You’ve done extremely well Norman, you’ve f...

Alexander the Great – Essay 6

Alexander the Great is often thought of as the greatest military commander that the world has ever seen. He was born in July of 356 B. C to King Philip II of Macedonia and Olympias. Since his youth, Alexander was tutored and trained by great philosophers such as Aristotle and Leonidas. His legacy of greatness started with the taming of the wild horse, Bucephalus. Alexander of Macedonia is worthy of the title, Great, due to his strategic military operations, his expansion of the Greek Empire, and the cultural diffusion of the Greeks across the world. Alexander the Great is recognized as one of the greatest commanders that world has ever seen, if not the greatest. Alexander first led troops as a mere teenager and became king afterwards due to the assassination of his father. He decided to expand the Greek Empire, which his dad, King Philip, started but couldn't finish. At just the age of twenty years old, he set out with a massive army to conquer the east. During his time of campaign, he never lost a singer battle and was hailed as a hero and god for overcoming the Persian Empire. Alexander the Great expanded the Greek Empire to be from the Ionian Sea to a part of Northern India. He formed the largest empire of the time that the world was yet to see. This alone make him deserving of the title â€Å"Great†, but Alexander also played an important role in the cultural diffusion of Greek ideas. Alexander the Great spread the Greek culture throughout the world. The start of western culture came with the Greeks, and Alexander made it achieve global dominance by spreading it throughout the vast empire that he formed. He introduced the notion that the government should be for everyone, no just the wealthy. He is also considered to be a pioneer in urban planning and established around twenty cities, such as Alexandria, that became important trade centers and locations of many cultures. The local culture was further changed by Alexander's Greek-influenced city planning techniques, which established towns with a central market square, school, offices, shops, a public theater, and gym. It was changes such as these that led to the Hellenistic period of Greece after the death of Alexander, which is marked with increasing urbanization. His empire contained many cultures because he allowed the nations he conquered to practice any religion they wanted. He also incorporated some of the ideas of other nation into Greek culture making it stronger and lasting. As Alexander the Great made his way back to Greece, after conquering a part of India, he was stricken with severe fever and died in Babylon at the age of thirty-two. He had achieved so many accomplishments that few could measure up to. His legacy had influence on many cultures and nations and led to many developments in the economy and changes to the government. He redesigned history and was an inspiration to future military leaders like Julius Caesar. It is through these accomplishments that he proved worthy of being called the â€Å"Great†. Alexander the Great changed the historical development of his country. While his father has made major changes inroads in expanded Macrdonia beyond the Balkan Peninusula, it was Alexander who expanded the sphere of influence well beyond even his father's great expectations. Alexander also carried the message of Greek democracy to Asia and into the dark continent of Africa, the journey that the concept would have never taken place. It was Alexander who introduced the individual freely participating in government, and it was this idea that government was for everyone, not simply for the wealthy. This influenced not only the historical development of his own country, but also inspired other countries to establish the same systems of government.

Barings Bank Case Essay

1. What was Nick Leeson’s strategy to earn trading profits on derivatives? Nick Leeson’s strategy to earn trading profits on derivatives was to trade futures on the Nikkei 225 stock index and the Japanese government bonds. This strategy would have either provided huge gains or huge losses. This went completely against what Barings was expecting him to do. He opened a secret trading account to avoid being caught. 2. What went wrong that caused his strategy to fail? Leeson oversaw trading and back office functions meaning there ws no checks and balances. That’s a big mistake. Also Leeson experience in trading was limited, from the beginning he was loosing money and he continued to loose money throughout the years. According to the article, â€Å"By mid February 1995, he had accumulated an enormous position—half the open interest in the Nikkei future and 85% of the open interest in the JGB [Japanese Government Bond] future. The market was aware of this and probably traded against him. â€Å" Instead of admitting to his mistakes Leeson continued to dig a deeper hole. He traded based on emotion versus taking calculated risks. 3.Why did Nick Leeson establish a bogus error account (88888) when a †¨legitimate account (99002) already existed? Leeson created this account to try to cover his tracks and not be noticed. If things went bad he could deny that account being his. 4.Why did Barings and its auditors not discover that the error account was used †¨by Leeson for unauthorized trading? Leeson had the background and experience in the paperwork department and new the system in and out. Baring’s computer system was not the best and was incapable of monitoring the bank’s trading. Leeson used his bck office knowledge to conceal the problem and he had the authority to as well. 5.Why was Barings Bank willing to transfer large cash sums to Barings Futures †¨Singapore? Barings Bank was willing to transfer large cash sums to Barings Futures Singapore because Leeson was respected and trusted and he was close to top management. He was allowed more leeway than any other counterparts in other firms. 6.Why did the attempt by the Bank of England to organize a bailout for Barings fail? Barings was declared insolvent. They were unable to meet SIMEX’s margin call, and this resulted in Dutch Bank â€Å"ING† purchasing Barings and taking on all it’s liabilities.

Crystals Essays - Crystallography, Phase Transitions, Free Essays

Crystals Essays - Crystallography, Phase Transitions, Free Essays Crystals Crystals What is a crystal? A crystal is a solid substance with definite geometric shapes and molecules that are arranged in a repeating pattern (Comptons ). Crystals have fixed angles between its faces, which have distinct edges. If the faces of a crystal can reflect light, then it will sparkle (Stangle). Crystals have constant angles because of the regular arrangement of its particles. There are seven types of crystals: cubic, tetragonal, orthorhombic, hexagonal, trigonal, monoclinic, and triclinic (Dr. Boyle). Crystals are classified by the shapes of their lattice or the regular, periodic configuration of particles (American Heritage). There are two different types of lattices. There are primitive lattices where there is only one lattice point per unit cell. There are also non-primitive lattices. They are the ones with more than one lattice point per unit cell. Crystals can also be classified by their physical/chemical properties. There are four types of crystals classified this way. They are covalent, metallic, ionic, and molecular (Dr. Boyle). A covalent crystal is a crystal which is one big molecule. They usually have extremely high melting points. An example of a covalent crystal is a diamond and zinc sulfide (Dr.Boyle). Metallic crystals have high melting points and densities. They are metal atoms which sit on lattice sites while the outer electrons from these atoms flow freely around the lattice (Dr. Boyle). Ionic crystals are crystals where the individual atoms do not have covalent bonds among themselves. These atoms are held together by electrostatic forces. They are also very hard and have a relatively high melting point. Sodium chloride (NaCl, salt) is an example of an ionic crystal (Dr. Boyle). Molecular crystals are crystals where there are recognizable molecules in the structure and the crystal is held together by non-covalnet interactions such as hydrogen bonding (Dr. Boyle). Sugar is an example of a molecular crystal. These crystals tend to have low melting points and are soft (Dr. Boyle). Crystals start growing by a process called nucleation. They are produced in solutions. The temperature and pH balance of the solutions must be controlled well. Crystals start growing one of two ways: unassisted nucleation, crystals that start with the molecules themselves or assisted nucleation, with the help of some solid matter already in the solution (Dr. Boyle). In unassisted nucleation, molecules of the solute are in the solution. Most of the time the solute molecules only see the solvent molecules around them. Sometimes the solute molecules can see other solute molecules and they become attracted to one another if the compound is solid and pure (Dr. Boyle). These molecules will stay together for a little while and will eventually be separated by other internal forces. However, sometimes the molecules will stay together long enough to meet up with a third, then a fourth, and then even a fifth solute molecule. When this happens the combined attraction force eventually becomes stronger than the other forces within the solution (Dr. Boyle). This attraction force tends to disrupt the formation of these aggregates. When this happens a protocrystal or a pre-crystal becomes a nucleation site (Dr. Boyle). As the protocrystal floats around in the solution, it encounters other solute molecules. These other molecules feel the attractive force of the protocrystal and decide to join the group of molecules (Dr. Boyle). This is when the crystal begins to grow. Crystals grow form the outside instead of the inside. The crystal molecule grows until it can no longer remain dissolved in the solution and falls out of the solution (Dr. Boyle). After this happens, the other solute molecules grow on the surface of the crystal. The crystal gets bigger until there is an equilibrium, or a state of a chemical reaction in which a forward and reverse reaction occur at equal rates so that the concentration of the reactant and product do not change with time (American Heritage). When there is equilibrium between the solute molecules in the crystal and the solute molecules in the solvent the crystal no longer get bigger (Dr. Boyle). In assisted nucleation the same process is followed as in unassisted nucleation. The only difference is that a solid surface such as a stone or brick acts as a meeting for all of the solute

John Mcdowell - Virtue and Reason Essay Example | Topics and Well Written Essays - 1000 words

John Mcdowell - Virtue and Reason - Essay Example McDowell’s notion of a virtuous agent depends on the â€Å"sensitivity† of the agent to see what a virtue requires (for instance, what constitutes prudence in a certain situation). This sensitivity arises in a virtuous agent when he or she is faced with the particular details of states of affairs. It is a perceptual awareness of the right reasons for acting in certain ways. Because such sensitivity amounts to getting things right, McDowell claims that this sensitivity is a form of knowledge, and since this sensitivity is a virtue, virtues extend directly from moral knowledge. As McDowell puts it, the reliable sensitivity constitutes knowledge and it is also a necessary condition for virtue. Accordingly, McDowell is claiming that knowledge is a necessary condition for virtues. But one can conceive of a person of who has moral knowledge, or virtues, but is unmotivated to act virtuously, which is a person that McDowell logically dismisses as impossible. However, it is a cl ear and intuitive possibility that simply because a person has moral knowledge, he or she is not necessarily motivated to act upon it. McDowell responds by claiming that a person who fails to act virtuously, even though he knew what amounted to virtue, failed to do so only by clouded judgment or a desire to do otherwise. This is the Aristotelian answer to the objection. However, what this response leads to is the rejection of virtue as anything more than sensitivity. Although McDowell has been claiming that virtue is more than sensitivity (it is also about acting upon the virtue), this reply to the objection of the unfocused, clouded desire implies that the failure to act is not due to the one’s lack of a thing that the virtuous person has. The virtuous person and the non-virtuous person have the same sensitivity to what virtue requires, so as a result, it cannot be the case that knowledge of what virtue requires is what separates the virtuous from the non-virtuous. Socrates overcomes this problem by claiming that the difference between a virtuous person and a non-virtuous person is ignorance. Unlike Aristotle, Socrates does not need to account for this objection with the existence of a desire or a clouded judgment, which is the approach McDowell takes as well. Instead, McDowell dismisses Socrates’ answer as extreme and favors instead the response given by Aristotle. A second premise inherent in McDowell’s â€Å"Virtue and Reason† is t

Becoming a master student Essay Example | Topics and Well Written Essays - 1750 words

Becoming a master student - Essay Example In fact, it is not what happens to us that becomes an experience, but rather, how we think about what happens to us. This way, thoughts progress eventually and become part of our growth. 2. Clarence Darrow, who had the reputation of being an excellent American lawyer and civil libertarian, feels that the power to think rests in the power to laugh. If you are unable to laugh, it means you create a situation where your thoughts are stifled by unnecessary stress. The positive energy of laughter creates an ambience for clear, proactive thoughts. People who are ill-tempered are also known to be thoughtless. On the other hand, those who are able to see the lighter side of life in everything emerge as true winners where the power of thoughts is the need of the hour. Moreover, a person with a sense of humour connects well with others, and her/his thoughts can very well be communicated to others quickly because of this. 3. Ralph Waldo Emerson, the American writer who led the Transcendentalist Movement in the mid 19th century, believes that the hardest task on earth is to think. There is a common misunderstanding that it is quite easy to ‘think’, but the truth remains that real thinking calls for intelligence and logical aptitude. Otherwise, one may end up acting thoughtlessly. It is not the quantity of thought, but its quality that matters ultimately. Anyone who is capable of using quality time thinking about something relevant is apt to come up with new perspectives n life, and in some cases, even solutions to the most difficult problems in life. None of the scientific inventions and historical discoveries could have materialized out of thoughtless endeavors. Thoughts are tough to materialize out of vacuum; it calls for dedicated work for a prolonged time. 4. Voltaire, the French philosopher and writer, reveals how those who think are excessively few in the world. And he adds that those who do not think set

The West Essay Example | Topics and Well Written Essays - 500 words - 1

The West - Essay Example Most of the people who led this progress were religious Christians. This was the 15th century when huge developmental progress was driven by the Christian Europeans and this progress made the west dominate the world politically, economically, culturally and religiously. Conquering the Muslim regions in East and bringing Muslims’ technology to Europe was the biggest reason for development in west. These crusades brought especially the medical knowledge and technology into Europe which was initially the expertise of the Muslims. Aristotle and Plato were leading scientists of that era. The devastation of Baghdad in 1258 AD; the Naval Crusade and the atrocious slavery of West Africans; the attacks on Cape Bojador; the invasion of Christian armies in Spain; and, the collapse of Granada led to the downfall of the Islamic civilization which handed over its best discoveries and scientific knowledge to the west. Royal marriages linking Spain and Hapsburg in 1500; Spain becoming a globa l Christian empire; the demolition of Al-Andulus; a following Crusade against Ceduta, a Muslim trading center, in 1415; the motivation given to the Portuguese by the Church to fight against the Muslims; the Crusades of Vasco da gama in 1500s to conquer Africa and India; the creation of a New Order, Protestantism, by the Church, which made the Protestant countries displace Catholic Spain and Portugal; all of these were a chain of events leading to the dominance of the west. Europeans brought the gunpowder technology in from the Mongols and utilized it in the creation of weapons. What advantaged this were the modern trade routes of the west financed by capital owners- the Church and Jews. The development of weaponry in the west enabled it to conquer small countries and enlarge the kingdom. Western technologies and their incorporation in all countries quietly enabled the western culture and values to sneak into these

Historical Modern Connections Essay Example for Free

Historical Modern Connections Essay Nature has always been looked at as an inspiration since beginning of time by all great artists and designers. Even in the current culture/era they have always looked back to historical arts and architectures for inspiration where they adapt, model, recycle and swipe arts. An Illustrated History of the Great Paris Designers and their Creations, New York 1972 Christian Dior He was a very influential fashion designer whom all designers respect and emulate. In 1930s after World War II fashion designer Dior concentrate on women fashions, with soft shoulders, wasp waists and flowing skirts which was appropriate for the post war era. The whole design idea came from his mother which was worn in 1900s. This design suited also the political agenda. He had private presentations until his market grew bigger for the â€Å"New look† designs he had designed (Kawamura 2004, 89). In 1948 Dior opened a ready to wear boutique, launched new perfumes, prior to the Bar Suits he had made in 1947. In 1949 he opened his Couture House managed by Civil Servant Jacques Rouet. In 1954 he unveiled new direction the French Bean line or Flat look, the New look Silhouette and Seamstress. Later in the year 1953 he discovered the Haule Couture autumn/winter, and in the year 1955-56 the Y Line dress, autumn/winter. (Kawamura 2004, 112) From the life and designs of Christian Dior we discover many of fashion designers nowadays are inspired by his life activities in design of great influence in the society. Alexander McQueen 1969  He had a delighted fashion and design audience with raw presentation depicting history and anarchic politics. He’s best known for his challenging and commendable designs which have solidified his status. In 1995 he designed autumn/winter catwalks-Highland Rape. In the year 1997 he designed autumn/winter lapoupee combines, aggressive tailoring and lyrical romantiom. He also designed men’s wear brand founded in the 19th Century and Military outfits (Quinn 2002, 132) He has always collaborated with others to make his designs best outfits. Application  From the two comparable designers Alexander McQueen and Christian Dior we find that art and design has always played a roll in the development of the human race. This is not only in small areas of our lives but in each and every aspect. For instance, spring/summer 2007 Christian Dior Kimono, non-western is inspired from the early 1800s through 1970s way back in the; Edo period 1603 to 1868, Meiji period 1868 to 1912, Taisho period 1912 to 1926, Shonwa period 1926 to 1989 which are currently sold in other names in the fashion industry (Kawamura 2004, 118)  Since the World War II. There have been great innovations in the fashion designs industry due to great creativity. Most of the fashion designs in the current market revolve around historical designs and changes made are to suit the changing lifestyles in our environment. Conclusion We all accept that from the times of Christian Dior, due to adaptability fashion designs has always become versatile and enlightening, hence history has always affected our present culture, and is more appealing. In fashion and design it’s an expression of life.

Portrayal Of Muslim Women In Western Media Cultural Studies Essay

Portrayal Of Muslim Women In Western Media Cultural Studies Essay Since the last couple of decades, the subjects of Islam, the Muslim community and especially Muslim women seem to have dominated the Western media. It started with the excessive coverage of September 11, the war in Afghanistan and Iraq, the banning of the veil in Europe, to the terrorist attacks and suicide bombers in the Middle East. These are just a few images to name that the Western societies and countries have been absorbing in their daily lives, eventually forming their attitudes, perceptions and ideas about the Muslim world. It all started with Samuel P. Huntington (1997) Clash of Civilizations, according to Macdonald (2006). It was Huntington who came within reach of this problematic relationship between the East and the West. Clash of Civilizations is a part in his book that is called The Rest Vs. The West. (Macdonald, 2006). After the Cold War ended, the desire to search for a new global ideological threat has emerged to replace the collapse of Communism. Since then, it was predicted by the Westerns experts that the Western World is facing a new enemy: Islam. Macdonald (2006). Huntington notion pointed out that Islam has a noticeable contradictory vision and action to the Western ideology, ideas of liberty, and democracy. This phenomenon has been developed and spread into a discourse and got fully attention of the Westerns (United States, the United Kingdom and its allies) perceptions and its relationships towards the world of the Middle East, the Muslims and Islam. As a result of such phenomenon and ideology, the stereotypical idea that Islam and its followers are anti-democracy and anti-Western has become fixed within the minds of the Western society. (Macdonald, 2006). The acts of stereotyping persuade people to respond and behave in the same way that is both negative and prejudiced. The word Arabs is meant to portray a person from the Middle East, it also meant to portray this Arab as terrorist, ignorant, and a person that contradicts with the Western ideologies. In spite of the reality that these persons are from different countries, with varied cultures, attitudes, beliefs, and a diversity of religions, they are typify by one word Arabs. (Cheney, 1986). Several movies have been misrepresenting Arabs men and women through the years. It is has been pointed out by Cheney (1986), that Jack Shaheen, (2003), stated that 900 films done by in the American cinema showed how Arab men women and children shaped as different and threatening. Hollywood films from 1896 until today portraying Arabs as heartless, enemies, cruel, burglars, extremist in their religion, brutal murderers, and abusers of women. (Cheney, 1986). History shows that since the beginning of cinema, Hollywoods movies have been misrepresenting Arab women. Clearly, film makers did not create these images but inherited Europes pre-existing Arab stereotypes. These images have been created long ago; in the 18th and 19th centuries, European artists and writers offered fictional versions of women as bathed and submissive exotic objects. As a result, through the time, the stereotype came to be accepted as valid, becoming a permanent part of European popular culture (Cheney, 1986). In his book Reel Bad Arabs, Shaheen noticed that In Arabian Nights fantasies such as The Sheik (1921), Slave Girl (1947), and John Goldfarb, Please Come Home (1964), Arab women appear as leering out from thin veils, or as unsatisfied, disposable knick-knacks lounging on ornate cushions, scantily-clad harem maidens with bare midriffs, closeted in the palaces womens quarters and/or on display in slave markets (Shaheen, 2001:23, cited in Cheney, 1986). The stream continues in the third millennium. In Disneys remake of Around the World in Eighty Days (2004), for example, Arnold Schwarzenegger portrays Prince Hapi, a Mideast sheikh with one hundred or so wives. This means that films continue to show Arab woman as a slave for sex, even though the image of a terrorist dominated after 9/11. A research paper aimed to analyze U.S. and international newspaper articles on Arab and Muslim women from 9/11/01 till 9/11/05, in order to understand how women who wear the veil are represented in western media. It was found that Reporters rarely give women the chance to speak to look beyond the stereotype and get to know Arab women. Whether oppressed, victimized or turned into a superwoman, that woman in the news is more often not caricature of the Arab and Muslim woman in real life. Readers have not yet able to receive a consistent and accurate representation of the diverse personalities, lives and opinions of these women. (Sakr, 2004). Its been always known that TV shows influence Western people perceptions and attitudes towards various issues, especially when it comes to issues related to the Middle East and Arabs. So, most of the misperceptions towards Arab women are caused by the flow of information through TV stations. (Kaufer Al Malki 2009) According to Kaufer Al Malki (2009), on the 28th of September 2009, Oprah Winfrey hosted the Goodwill Ambassador for the UNICEF; the famous Lebanese singer Nancy Ajram on her TV show on CBS station. In that show, Winfrey referred to Lebanon as being deeply conservative and presented a documentary that shows Lebanese women veiled like the Afghani ones and compared these women with Nancys Ajram style and dance moves. With no doubt, Oprahs documentary misrepresented Lebanese women and created misconception in the minds of Western people about Lebanese women who are the most modernized women in the region. In fact, Nancy Ajram style and fashion represent a large segment of Lebanese females. Statistics show that 75% of the Lebanese women are unveiled and have freedom of dress; they have their full education that exceeds that of men with 44 % compared to 40 % of men. The media is fascinated by the portrayal of Arab women and they way they dress. According to Ahmed (1992), when it comes to portraying Muslim woman, the media in the West seems to be attentive and obsessed by the way they dress which is the veil in particular which has resulted in a great number of reactions and debates. These debates shows that the veil is perceived as a sign of cultural difference in the Western world as it differentiate Arab women from Western ones. (Ahmed, 1992). Muslim Arab woman are always badly portrayed as the shapeless and ghost women in their Islamic dress .they are really confusing the western normal people as its not their fault that what they are seeing on TV is that its the fault of the western media. The Negative stereotyping and reactionary reporting have historically symbolized coverage of Islam and Muslims and have been reflected clearly in the theory of Orientalism created by Edward Said in 1978 which states that the East and its populations are considered backward, barbaric and outsiders to Western society. (Posetty, 2008). As a result, it seems that the media helps in creating the image of the Muslim women as the oppressed other, which will lead to imprecise conclusions, stereotypes and misperceptions of these women. (Macdonald,2006). According to the Orientalist theory, when women are portrayed, they are portrayed as being oppressed, exotic, mysterious, and shy. In addition, the Western media have always been portraying Arabs as violent, stupid, and cruel people that treat women as objects and that they are marginalized in their own society, and that the East all alike in their image for the West. (Macdonald,2006). Therefore, when the Western media frames women as sexual slave and oppressed by men as they are abusing their women, beaten, and humiliated, they are being truthful as this is the image that has been always stuck in the Westerns minds. In fact, the West has been stereotyping Arab women since forever, and they didnt change their look for the Arab women till now. Photographs and French19th Century paintings represented Arab women as property, toy of men, submissive and still, dependent on a man who is the only motive for their survival. (kaufer, 2009). Terms such as the veil, the harem, female circumcision helped in the formation of such misconceptions as well as gave the impression to some of the associated images with the oppressed Muslim woman. The problem is that these perceptions have been incorrectly generalized with no differentiation. (Gwinn, 1997). This problem has made it harder for the veiled Muslim women living in the West, as they tend to suffer more from the intolerance from the way they dress, in addition, they are hardly accepted in the Western communities. (Mohanty, 2005). Arab women in immigrant communities and who are living in Western societies, are victims of these negative stereotypes and gender based media representations. As Morin (2009), noted that these women face negative media coverage that is based on cultural misconceptions and the recent political conflicts that have spoiled Arab-Western relations. As a result, Arab women in immigrant communities cannot win the fight for better media recognition while they continue to be viewed inside the limit of traditional Arab-Islamic stereotypes. (Morin, 2009). As Posetty (2008) stated in his article, in the portrayal of Muslim women, attention is frequently focused on the way they dress, with their clothing seen as a symbol of their threatening, alien status. Images of Islamic dress are increasingly used in the media as visual shorthand for dangerous extremism, and Muslims all over Europe are suffering from the consequences of such associations. The main problem as Ahmed (1992) pointed out, is that the act of veiling among Muslim women or the veil itself is often associated with the lack of traditionalism and backwardness that does not fit into the modern society and among Western women who do not need to veil (Ahmed, 1992). This phenomenon suggests that we can reach the other cultural difference and how the West is fascinated with otherness and still continues within the Western media towards the Muslim world (Ahmed, 1992). Ayish (2010) pointed out in his paper that the Western media tends to portray Arab men as aggressive and abusers of women, and that they control women. Media portray that the women is always wearing her veil, staying at home raising children and only obey her husband who she fears. Newspapers studies has showed that Western illustration of Muslim marriage issues is vague and this is because the lack of the knowledge of foreign cultures and religions One could disagree that the major issue is Islamophobia, many Western journalists, unfamiliar with Islam religion, have a tendency to view the faith as cruel, backward and the contradictory of tolerance. (Ayish, 2010). Morin (2009) stated in his research that stories investigated about Muslim women have shown that Western news reports represents women as the oppressed, mistreated wife, who is obligated to a prearranged marriage by her parents or obligated out of a marriage, and that she is helpless and voiceless in both situations. Another disproportionate as stated by Ayish (2010), Sometimes, the Arab Muslim women is represented as the money hunter, who does not think about who she marries as long as the man she is going to marry is rich enough to indulge her hunger for money. In these situations on the other hand, Arab Muslim men think with different greed, they are sexually deprived and tends to treat women as sexual objects. The men are also harsh and controlling, playing with womens feelings and threats women through oral divorce. Women are thus represented by the Western media as weak and have no rights which permit men to claim superiority (Ayish, 2010). Dominant images of the veiled Muslim woman are always covered in the Western media to present the Muslim woman as a victim as well as being oppressed. (Ahmed, 1992). The veiled of Arab Muslim women has always been misrepresented by the media as it has became a symbol of the oppression of the Muslim woman. This representation as stated by Ahmed (1992), has been highly evoked since the event of the 9/11. As noted in Posetty (2008) research paper, Alison Donnell argues that the September 11 terrorist attacks resulted in media representations of veiling as an object of mystique, exoticism and eroticism and that the veil, or headscarf, is seen as a highly visible sign of a despised difference. The oppression of Muslim women has been regularly used in Western media as suggestive of the barbaric and pre-modern characteristics of Islam. As Helen Watson comments in her article the image of the veiled Muslim woman seems to be one of the most popular Western ways of representing the problem of Islam. (Posetty, 2008). According to Ahmed (1992), the veil has become the typical symbol of womens oppression in Islam, and is perceived as it creates hostility to Westerns. In fact, the Western media has ignored the fact that veiling as a practice existed before the rise of Islam, especially in Syria and Arabia. It was also a custom among Greeks, Romans, Jews and Assyrians, and not only to Islam. At that time, the veiled Arab woman was perceived as respectable and protected. (Ahmed, 1992). However, as Ahmed (1992) pointed out, the veiled woman is usually represented as having denied pleasure, fun, or bodily self-expression. In some of the Western conceptualizations veiling is used as a means of performing femininity self-exploration and play with identity. With these rising and continuous prejudices against Muslims and, especially, Muslim women, it seems to demonstrate that there is still a huge gap, a barrier that appears to prevent a sense, approval and understanding towards the Muslim other. And by the other we mean the oppressed, the traditional-bound, the factory-worker, the poor, etc. (Macdonald,2006). As mentioned before, besides the veil, discussions of the circumcision, polygamy, the sharia (Islamic) law, the harem, forced marriages, etc, are just a few issues that have made this group of women fit into the absolute, homogenous oppressed Muslim woman category. (Macdonald,2006). As noted in Falah Nagel (2005) paper, the problem lies when these visual images tend to portray Muslim women as a stereotypical figure; an oppressed figure suffering from a harsh culture. The veil especially is the major theme that is associated with the limitations and the oppression of Muslim Arab women as it was constantly deployed and replayed again in our visually dominated culture. Falah Nagel (2005) argue that the veil is not only representing the oppressed Muslims and Muslim women world, but also the hidden assumption about the superiority of the West in relation to that world. In this case, the figure of the veiled Muslim woman that is being represented through the media, is tending to represent these women as passive victims, muted, untraditional, and oppressed, which therefore creates a cultural-ideological barrier with the Western women. Thus, the problem is that the danger that is resulted from these representations of veiled Muslim women tends to create a division bet ween Western women (as modern, liberated) and Eastern women (as backward, oppressed), while also ignoring the diversity of practices, views and experiences of these women. As Falah Nagel (2005) pointed out, it seems important that the question on how to communicate with the other who is culturally and traditionally different has become one of the most urgent and immediate agendas within North-South/West-East relations and interactions. What is needed is an understanding of this sense of urgency, gaps and barriers that links to the Westerns knowledge of the veiled Muslim woman (Falah Nagel, 2005). As a result, veiled Muslim women become muted and misrepresented. Another major feature found in the Western media especially in advertising is the imagined perspectives such as the myths and fantasies Western culture has about Islam, the Muslims, and especially, veiled Muslim women. This means that not only misconceptions and misunderstandings towards Muslim women have been continuous in modern times, but it has also became widespread and universal by the advent of modern technology. (Falah Nagel, 2005). Miladi (2010) pointed out in his research paper that modern images of Muslim women in American advertisements, argues that Western advertisers tend to spread stereotypes and the wrong representations of the veil and Muslim women in order to appeal to consumers. As a result, advertisers use certain images of Muslim women that have been historically fixed in the Western mind, such as the harem, the hammas (public baths), the mysterious veiled woman or the oppressed woman living under an oppressive ruler or men and use this to attract consumers. The veil especially is itself is considered as an enormous marketing tool, as marketers often use the veil in order to sell sex. (Miladi, 2010). The use of the oppressed women and the veil in advertisements will make the Western consumers think that by buying the advertised product as well as buying the favors of the mysterious woman behind the veil. (Miladi, 2010). The problem as stated by Miladi (2010), is that Westerners are usually buying certain products for buying these imaginary images of the other. As a result, through the continuous and repetitive collective exposition to the media, a larger collective imagination will continue to be created and produced about this image of the imaginary veiled Muslim woman other. As mentioned by Gwinn (1997), the oppressed veiled Muslim woman in the ads may also be connected to the rising prejudices and debates that surround Muslim women and the veil in the Western world. The oppressed stereotypes of Arab Muslim women as stated by Ahadi (2009), has negative impacts on those women that is very obvious. Stereotypes occur when individuals are classifieds by others as having something in common because they are members of a particular group or category of people. Media stereotyping of women as objects and helpless beings creates very low expectations for societys Arab women. As mentioned by Morin (2009), women living abroad face distinctive discriminations from the Western communities. Western women are always considered as superior to Arab Muslim women especially, the veiled ones. In fact, Arab Muslim women are being oppressed by the negative representations created by the Western media. In addition, these representations may impact on these women psychologically as Western populations perceive the veil as a barrier between them and the veiled women.