Identification of food constituents in milk Essay

Objective †¢To compare and analysis the composition of two different types of unknown milk, K1 and K2. †¢To determine the differences of the fat content in milk samples, K1 and K2. †¢To compare the reducing sugar in the both samples of milk, K1 and K2. †¢To compare the protein concentrations in the both samples of milk, K1 and K2. Introduction Milk provides a useful dietary source of calcium, which is vital for the growth and maintenance of bone and tooth. Milk is the first source of nourishment as it played an important role in human nutrition. The constituents in milk that are vital in food preparation are enzymes, vitamins, pigments, salts, sugar, fat, and proteins. Different milk samples which contain different food constituents will have a different nutritional value respectively. Sudan (III) is fat-soluble dye used for staining of triglycerides (fat). It is used in the experiment to detect for the presence of fatty acids. It will appear as red globules if fatty acids are present in the milk sample. Benedict’s reagent is used to test for the presence of reducing sugars. The solution will form a brick-red precipitate when the milk sample contains reducing sugar (glucose, maltose, lactose.) Sugar that can form an aldehyde and ketone in the presence of an alkaline solution is known as reducing sugars. The Biuret test is used to test for the presence of protein. The biuret test is based on the ability of Cu (II) ions to form a violet-coloured chelate complex with peptide bonds (-CONH-groups) in alkaline conditions. In Biuret’s test (consist of sodium hydroxide and copper (II) sulphate solution),the solution will turn to purple when the proteins are present in the milk sample. Proteins are organic compounds important for growth and repair. Protein molecules are composed primarily of amino acids linked together through peptide bonds. Materials Copper(II) sulphate solution, unknown milk sample (K1,K2), cooking oil, distilled water, salad oil, Sudan(III), full cream milk, Benedict reagent, 10% potassium hydroxide, 0.5% copper(II) sulphate Apparatus Test tubes, plastic pipettes, cork, water bath Methods (A) 1. A clean test tube is filled until 1cm of the top with copper (II) sulphate solution. 2. A small amount of K1 is pipette into a clean plastic pipette and a drop is gently released into the copper (II) sulphate solution as shown in Figure 3. Another drop of milk is further released. 3. Then the pipette is withdrawn slowly without disturbing the copper (II) sulphate solution. The movement of K1 is observed carefully and the observations are noted. 4. The procedure above is repeated using new, fresh copper (II) sulphate solution, new clean glass apparatus and the sample of K2. Observations on the movement of K2 are recorded and any differences in the behaviour of the drops of K1 and K2 are noted carefully. (B) 1. 6 test tubes are obtained and numbered them from 1-6. 2. The materials listed in Table 1 are added. 3. The contents of each tube are mixed thoroughly. 4. The colour changed of the tubes contents are recorded. TUBETUBE SOLUTION 1.1ml cooking oil + 1ml distilled water 2.1ml salad oil + 5 drops of Sudan III 3. 1ml full cream milk + 5 drops of Sudan III 4. 1ml distilled water + 5 drops of Sudan III 5.1ml distilled water + 1ml cooking oil + 5 drops of Sudan III 6.1ml cooking oil + 5 drops of Sudan III (C) (i) Reducing sugar test 1. 2cm3 of K1 obtained is poured into a test tube and added by 2cm3 of Benedict’s reagent. The reagent with the K1 solution is mixed thoroughly. 2. The test tube is shaken occasionally when placed in the water bath with the temperature of 94á ¶ ¿c and left for 5 minutes. 3. The colour changed is observed and the observations are recorded. 4. Procedures 1-3 are repeated with another sample of milk, K2. The observations are recorded. (ii) Protein test 1. To 2cm3 of K1 obtained in a test tube, 2cm3 of 10% potassium hydroxide solution is added into it and the tube is shaken to mix the contents. 2. 0.5% copper sulphate solution is added a drop at a time and the tube is shaken continuously. The drops added did not exceed 10 drops. 3. Procedures 1 and 2 are repeated using another sample of milk, K2 in place of rest solution. Results A.(i) Type of unknown milkObservation K1Milk droplets sank in the CuSO4. (ii) Type of unknown milkObservation K2Milk droplets floated on the top of CuSO4. B. TubeTube solutionDescription of reaction BeforeAfter 11mL cooking oil + 1mL distilled water2 layers solution formed, oil floated2 layers solution formed, oil floated 21mL salad oil + 5 drops of Sudan III2 layers of oil and Sudan III droplets formed2 layers solution formed (slightly red), Sudan III floated 31mL full cream milk + 5 drops of Sudan III2 layers of milk and Sudan III droplets formedSlightly pink milky solution formed 41mL distilled water + 5 drops of Sudan IIITransparent slightly red solution formedTransparent slightly red solution, small black precipitate formed 51mLdistilled water + 1mL cooking oil + 5 drops of Sudan III3 layers solution formed, Sudan III at the top while oil at the middle2 layers solution formed (slightly red), oil floated 61mL cooking oil + 5 drops of Sudan III2 layers of oil and Sudan III droplets formedSlightly orange solution formed Table 1 Questions: 1.What is the rational of Sudan III is used in this experiment? Sudan III in this experiment is used for staining lipids or fats. Sudan dyes are a group of lipid soluble solvent dyes called lysochromes. Sudan III also used to color the protein bound lipids in paraffin sections. 2.Which test tube is i.Positive control? Test tube 1, 2, 3, 5, and 6 are positive control. ii.Negative control? Test tube 4 was negative control. 3.Describe the chemistry of liquid test using Sudan III. Sudan III is used to determine the presence of lipids. It will stain the fat cells red. Sudan III is usually using in lipid test. First, the liquid being test and water are filled to a test tube about half full. 3 drops of Sudan III are added to test tube and being shaken gently. There will form a red-stained oil layer separate out and float on the water surface due to the presence of fat. C.(i) Reducing sugar test Types of unknown milkObservation K1Orange precipitate is formed. K2Yellow-orange solution is formed. (ii) Protein test Types of unknown milkObservation K12 layers solution of darker slightly purple milky solution and white colour milk is formed. K2Slightly purple milky solution is formed. Discussion In the part A experiment, milk droplets of K1 and K2 are released into the copper (II) sulphate solution gently. After released, both of the droplets are not dissolved in it. The K1 droplet slowly sank in the copper (II) sulphate solution while K2 droplet slowly floated on the top of copper (II) sulphate solution due to the different density. The density of K1 was higher than the density of K2 and copper (II) sulphate solution while K2 was lower density than CuSO4 solution. This experiment is used to determine the fat contained in different types of milk by the movement of milk droplets in CuSO4 solution. The higher the density of milk, the lower the fat contained. The results showed that K1 contained less fat compared to K2. Therefore, K1 was low-fat milk while K2 was full cream milk. In the part B experiment, cooking oil, salad oil, full cream milk, and distilled water were mixed with Sudan III in different test tubes for determining the lipid. Lipids are insoluble in polar solvent s for example water and can dissolve in non-polar solvent. Lipids are less dense than water and will float on the surface of solution. Sudan III in this experiment was used to colour the lipids. It stained the fat cells to become red colour. If lipid was presented, Sudan III will stain it and form red-stained oil. In test tube 1, cooking oil floated on the water surface after being shaken. In test tube 2, slightly red solution being observed after shaken showed that salad oil contain lipids. In test tube 3, the white colour full cream milk became slightly pink milky solution after added with Sudan III due to the fat presented in it. In test tube 4, distilled water formed a transparent slightly red solution after Sudan III was added to it. Sudan III was dissolved in distilled water but water is always negative control because there are only H2O molecules in it. In test tube 5, 3 layers solution became 2 layers solution that cooking oil at the surface. Oil became slightly red and Sudan III dissolved in oil. Sudan III is much more soluble in oil than in distilled water, so the distilled water still clear after experime nt because of Sudan III was absorbed by the oil. The last test tube which is test tube 6, the observation was similar to test tube 2 but it formed slightly orange solution which also contained lipids. Test tube 1, 2, 3, 5, and 6 stained red showed the presence of fat while test tube 4 was the only sample liquid that did not stained by Sudan III which fat absent. In reducing sugar test, Benedict’s reagent was used. Samples of milk, K1 and K2 became orange colour solution when tested with Benedict’s solution and heated. The observation showed that there was reducing sugar presented in both two milks. The solution added with Benedict’s reagent will change colour from green to red depend on the concentration of sugar provided. Before heating, K1 and K2 were bluish milky solution because added with blue colour Benedict’s solution. The colour of the milk changed during heating in the water bath. During the heating section, both of K1 and K2 were changed to green colour and finally orange colour solutions were formed. K1 produced darker colour of orange than K2 and precipitate formed in K1 showed that the sugar concentration of K1 was higher than K2. The biuret test is based on the ability of Cu (II) ions to form pink or purple colour when attached with peptide bonds in alkaline conditions. This was used to test protein in milk K1 and K2. In protein test, both of two samples of milk formed slightly purple milky solution as a result of reacting with potassium hydroxide and copper (II) sulphate solution in Biuret’s test. The solution turned purple in the end of experiment indicated that milk contained protein. After 0.5% copper sulphate solution added to K1, it became 2 layers solution of slightly purple milky solution at top and white colour milk at the bottom. The different concentration of protein can show by observing the different level of purple colour formed. The slightly purple colour formed in K1 was darker than K2 showed that higher protein concentration presented in K1. Precautions: 1.Released the drop of milk inside plastic pipette at the center of CuSO4 solution to avoid affection of movement of milk droplets in part A. 2.Shook the mixtures with Sudan III by using stopper as it is toxin. 3.Carried out the Biuret test for proteins at room temperature as it will cause negative results. 4.Added 0.5% copper sulphate solutions not exceed 10 drops as it will cause negative results. 5.Handled potassium hydroxide carefully as it is caustic. Washed affected area immediately if it contacted with the skin. Conclusion The experiment identified the major food components in different sample of milk. The part A experiment indicated that K2 milk sample contained more fat compare to K1 milk sample. K1 was low-fat milk while K2 was full cream milk. The part B experiment was conducted to determine the presence of lipid by adding Sudan (III) into different test tubes. Sudan III will stain it and form red-stained oil. The result showed that Test tube 1, 2, 3, 5 and 6 contains fat while test tube 4 did not contain fat. When tested with Benedict’s reagent, K1 milk sample produced darker colour of orange than K2 milk sample and the precipitate formed in K1 showed that the sugar concentration of K1 was slightly higher than K2. K1 milk sample formed more slightly dark purple solution than K2 when conducted in Biuret’s test. Therefore, it can conclude that K1 contained more protein compare to K2. References Websites †¢The chemical constituents of living matter. 2009. Retrieved October 27, 2012 from: http://voices.yahoo.com/the-chemical-constituents-living-matter-3856864.html †¢Analysis of the Chemical Components of Milk. 2000. Retrieved October 27,2012 from: http://uncw.edu/chem/Courses/Reeves/OnLineLabs/NonScience/9-milk%20lab.pdf †¢Experiment 3: Identification Of Food Constituents In Milk. 2012. Retrieved October 27, 2012 from: http://www.markedbyteachers.com/as-and-a-level/science/experiment-3-identification-of-food-constituents-in-milk.html

South America vs. North America

Audrey Hepburn March 4, 2013 Mr. Miller AP U. S. History South vs. North 1800-1850 FRQ: In spite of sharing a country, the Northern and Southern areas of America had many differences and distinctions, which ended up dividing the nation. During the first part of the 1800's the North and the South grew in different ways. In the North, cities were centers of wealth and manufacturing. There were many skilled workers. In the South there was not much manufacturing. There were not many skilled workers. Most of the people were farmers. Money came from plantation crops, like cotton, and slavery was a major piece of their economy.Their respective societies were also diverse. The period between 1800 and 1850 brought rapid population growth throughout the United States. In the North the overall population rose from about 5 million to 31 million during this time. Part of this increase was due to massive immigration. Between 1830 and 1850 over 2 million Irish, German, and other northern Europeans arrived in the United States. Most of them settled in the North. The population of the South was made up of white Americans and enslaved Africans. By 1800 there were about 4 million slaves in America and the United States was the largest slaveholding republic.The total population of the South reached 12 million. The South was an overwhelmingly agricultural region of mostly farmers. Most farmers lived in the backcountry on medium sized farms, while a small number of planters ran large farms, or plantations. The South was ideal for agriculture and had the ability to grow crops in large amounts. However, only one-fourth of the Southern population owned slaves, and most of these were the planters. The rest of the population was made up of white independent farmers, tenant farmers (who rented land and paid the landowners in crops or money), laborers, or frontier families.Most Southerners lived on farms, scattered along the coastal plains and the small farmers in the backcountry. Since th e economy was based on agriculture, industries and towns developed at a slower pace than in the North. There were many small towns along the banks of rivers and the coasts. Only a few large cities developed as trading centers in the South. Plantations were so large and so distant from each other that they became almost self-sufficient, like small towns. Cities in the North thrived as centers of commerce. They were set up along the Atlantic coast and served as centers of trade between the North and Europe.They were hubs of manufacturing of textiles (cloth goods) and other products. Many people from rural New England moved to the cities looking for employment opportunities. In 1800 about 5 percent of the population lived in cities, but by 1850 nearly 15 percent did. Increased trade and manufacturing drew many laborers to town to work. Cities were often crowded and dirty. Not until after 1830’s were harbors and streets improved, sanitation systems were started, and police forces were created. Public services such as education began to take root. The Southern economy was based on agriculture.Crops such as cotton, tobacco, rice, sugar cane and indigo were grown in great quantities. They were raised on large farms, known as plantations, which were supported by slave labor. After Eli Whitney invented the cotton gin in 1793, cotton took over as â€Å"king† of the southern economy. Whitney invented the cotton gin, a machine that separated the seed from the cotton fiber much faster than could be done by hand. This caused a rapid growth and expansion of cotton production. In 1793 Southern farmers produced about 10,000 bales of cotton. By 1835, they were growing over 1 million bales a year.Cotton exports made up two-thirds of the total value of American exports. To clear land and grow cotton, Southerners used slave labor. Slavery was essential for the South’s prosperity. The South had little manufacturing, and Southerners wanted cheap imports. Since t hey exported most of their cotton and tobacco, they believed that high tariffs-–taxes on imported goods—would scare away the foreign markets that bought their goods. For these reasons the South was against tariffs. The North, however, favored high tariffs to protect its industries from foreign competition.The Northern economy was based on many different industries. These included shipping, textiles, lumber, furs, and mining. The majority of people lived on small farms and found that much of the land was suited for subsistence farming—raising food crops and livestock for family use—rather than producing goods to export, or send to other countries. Northerners stated to use their â€Å"ingenuity† to manufacture all kinds of goods. With the use of waterpower and coal for steam plants, manufacturing developed quickly. People realized that the many surrounding waterfalls were cheap source of energy, and the waterpower began to be used to run the factori es. Items such as textiles, iron, and ships were manufactured in great quantities. These goods were traded for foreign products, as well as transported to and from all continents by trading ships. The growth of trade, manufacturing and transportation brought many changes to cities in the North. Cities took on an increasingly important role in determining the culture of the North. Merchants, manufacturers, wage earners, and new business owners brought new ideas to the North. The majority of Northerners were Protestant believers.Villages became strong centers of community activities. Cities were important centers of art, culture, and education. Most cities printed newspapers and books and provided many forms of recreation, such as dancing, card playing, and theatre. Both religion and education were organized institutes. Most towns had both schools and churches. Public education grew in the north after the 1830s, but few boys went to secondary school, and college was reserved mostly fo r the wealthy. There were few schools or churches in the South, since neither education nor religion were very organized.The best educated were the sons of planters. On plantations there were sometimes small schools, and often planters hired private tutors to teach their children until they could be sent off to private schools. Small farmers had little or no education. Life in the South revolved around the small, wealthy class of planters and the agricultural system they controlled. Planters were the aristocracy—the upper class—of the South. They lived like country gentleman of England and ran the political and economic life. Plantations were far apart and developed their own communities.Recreational activities included such things as fox hunting, dancing, horseracing, and watching cockfights. During the first half of the 1800s transportation vastly improved, and the size of the United States more than doubled. Methods of long-distance transports, such as steamships an d railroads, affected the South because products could more easily be sold to more distant markets. By 1850 about 9,000 miles of railroad spread across the Southern states. Meanwhile, hundreds of steamboats moved Southern crops to the North and to European markets.Still, this was not nearly as vast a railroad system as the North. Most of the new rail lines were in the North, spanning out to the west. By 1850, 30,000 miles of railroad tracks connected distant parts of the United States. . Canals, mostly built in the North, were also a cheap source of transportation. The Erie Canal was clearly a success for New York commercial activities. Many other cities began to follow suit and within a decade a system of over 3,000 canals provided water transportation between the Eastern seaboard and rivers in the West. By 1850 there were over 88,000 miles of surfaced roads.Although the Northern and Southern states shared many things, in the period of 1800-1850, their disparities began to outshine what they had in common, which helped to lead into the Civil War. Their economies were polar opposites, with the Northern industrializing and the South farming and exporting; their societies were based on two diverse things, the South being an almost aristocratic system and the North focusing on factory work and industrializing. Their governmental ideals differed, especially and so blatantly emphasized in their opinions on tariffs.

Ashoka and the spread of buddhism

The reign of King Ashoka is one of the principal contributing factors in the spread of Buddhism from India to the rest of Asia and subsequent world.Although Buddhism was characteristically a missionary religion from its inception[1], it was the through the royal patronage and efforts of King Ashoka the Buddhism really crossed Indian frontiers.It is generally agreed that Ashoka converted to Buddhism in the fourth year after his coronation in 268 BC[2]. It was preceded by a period of violent wars and years of bloodshed that finally transformed Ashoka and illuminated him towards the ideals of peace and co-existence of Buddhism.Ashoka, at the time of his transformation, was ruling the largest Indian empire that was matched only by British Rule almost 2000 years later on[3]. The absolute control over this vast dominion by a Buddhist King was instrumental in the rapid growth of the religion.Ashoka took many steps in encouraging the spread of Buddhism, through direct patronage to sending mi ssions and ambassadors to other countries. He sent missions to courts and rulers of Near East and Macedonia and to countries of South East Asia[4] .Each mission was headed by an elder who went with five monks to preach the tenets and philosophy of Buddhism[5]. The commitment of the Emperor was evident by the fact that he ordered his own son Mahindra and daughter Sanghmitra to head separate Buddhist Missions in South-East Asia, especially modern day Sri Lanka.The prestige and command that Ashoka commanded played   a large part in successful acceptance of his missions and conversion of people to Buddhism[6].[1] Damien Keown, Buddhism: A Very Short Introduction. Oxford University Press. 1996. 70 [2] Ananda W.P.Guruge: Emperor Asoka and Buddhism. http://www.buddhanet.net/pdf_file/king_asoka.pdf. accessed 11.1.2006. [3] Damien Keown, Buddhism: A Very Short Introduction. Oxford University Press. 1996. 70[4] Damien Keown, Buddhism: A Very Short Introduction. Oxford University Press. 1996 . 70[5] Richard Gombrich: Asoka: The great Upasaka. http://www.buddhanet.net/pdf_file/king_asoka.pdf. accessed   11.1.2006 [6] John C. Powers. Buddhism, An Introduction. http://www.anu.edu.au/asianstudies/buddhism/spread.html accessed. 11.1.2006.

Attachment Theory Essay

Hunting and Fishing has been a part of the past and present of America. It plays a vital role in the history. Even in the society today, hunting and fishing contributes a lot in the society. Centuries ago, hunting and fishing are means of survival for the ancient people. But as years pass development began, and the traditional ways of surviving has also developed. The number of hunting and fishing had also decreased. People using hunting and fishing for survival become lesser because of agricultural and industrial development. The purpose of hunting and fishing was also changed, as a survival means to sports. Hunting and fishing was said to be a significant activity in the history and to the society of today. But how does hunting and fishing began? And how it evolved from survival means to a popular sport? Hunting was a way of killing wild animals to obtain something, during the ancient times a person hunts to obtain food, clothing and shelter. It was a necessity during those times; hunting was the primary source of the basic needs of the people. A person hunts to be able to provide the family food, fur and leather for clothing, and hide for shelter. Those times having a good source of the group’s needs makes a strong foundation, it helps a tribe or a group survive. Through the centuries development had occurred and also changed the ways of people, one of these ways is hunting. Hunting gradually lost its purpose as the primary source of food due to agricultural development and manufacturing. But because of the challenge and excitement it offers, people enjoyed hunting and considered it as a past time which later become a sport. Egyptians, Greeks and Romans considered hunting as a sport. For the Greeks, hunting develops a healthy body and well-being. It is not only now that hunting has regulating law, during the 13th century Kublai Khan, a Mongol emperor restrained his subjects from hunting. As well as the Feudal Lords during the 5th-15th century, they restricted the noble people from hunting (it was a popular past time for the nobles). But during the 14th century, the traditional method of hunting was changed when the gunpowder was invented. Instead of using trap, snare, bow and arrow, hunters began to use rifles and shotguns. Rifles and shotguns was easier to use, and has longer range. Though modern methods of hunting was introduced, some hunters still prefer the original weapons used in hunting for the reason that it was more challenging than the modern method. Hunting then became a very popular sport, too popular that it became widely known. But as its popularity arises, the hunted animals became fewer. In 19th century, some of the hunted animals became endangered species. The government to cope with the decreasing number of wildlife regulated the game of hunting. In some state hunting was not allowed anymore, but in some state limitations are set. People are allowed to hunt but during the hunting season only, and there is only a limited amount of animal that can be killed per hunter. Due to the restrictions imposed the number of â€Å"game animals† and endangered species were increased. But this also became a problem; the wild animals became over populated and have to allow hunting again to regulate the amount of the animals. Since then hunting became legal and became a very popular sport. Hunting was considered a recreational activity and increased the tourism of the country. Fishing on the other is the same as hunting; it was known as a source of food. Ancient people use pieces of bones as hooks and the vines as line. The Egyptians, Greeks and Romans are the civilization that already uses fishing during those times. An Egyptian writer even wrote some tips on how to fish. In the 2nd and 3rd century a Macedonian wrote about the use of artificial flies to lure fish. In the 15th century â€Å"sport fishing† was introduced. It was not only become popular in America but also in Europe. When it was introduced as a â€Å"sport fishing†, there was already a written book about how to use a fishing rod, how to tie knots in fishing lines and using artificial lures and flies. Many people become very interested in fishing, and these written books made fishing more popular. The â€Å"sport fishing† was not a popular sport only for men but also for women. The participation of women in the â€Å"sport fishing† increased the people’s interest in it. Some organizations are even built to protect the fish habitats. Just like hunting, fishing also undergone the same evolution the hunting had gone to. Through Fishing the tourism and business of the country was increased. Both hunting and fishing was already a necessity in ancient times, people gained many benefits through these methods. It even becomes a tool for survival. Until now, even though hunting and fishing were already considered as a sport or recreational activity the society still gains many benefits from it. Hunting and fishing helps the government in protecting and conserving the wildlife habitat of the country. Because of the popularity of these two sports, the government managed to gain funds to maintain the wildlife reserve. Through the system imposed, taxes are imposed on the manufacturer of weapons used on these methods and on the fuels. There also hunting and fishing fees, these system helps in regulating the wildlife habitat of the country. It even attracted hunters and fishers to create a private group to protect the fishing and wildlife habitat. Because of the protection and conservation, the country managed to maintain an abundant wildlife habitat and increased the tourism of the country. Whether in past or present, hunting and fishing had really played a vital role in the society. In continues to help the country, first for survival and then became for tourism. Hunting and fishing became a part of the culture of the America. These two sports not only provide pleasure and enjoyment, but also protection to the wildlife habitat. Maintaining these two sports was really a great help, not only for the sake of an individual but for the whole society. Sources: The Legally Structured Role of Hunting and Fishing in the US and Abroad. Available at: www. huntingreport. com. Hunting. Available at: www. encarta. msn. com. â€Å"History of Fishing†. Available at: www. activeangler. com.

Oxmyx Industries, Inc.: HR Crisis

I’m currently a manager in the human resources department of Oxmyx Industries, Inc. which is a medium sized agricultural processing firm that specializes in the production and distribution of high protein foodstuffs made from grain quadrotriticale. Oxmyx Industries, or simply OI, was founded in the 1950's by Bela Oxmyx, a man who called the nation Iotia home. Bela Oxmyx fled Iotia to come to the United States in the mid 1940's upon the Soviet's takeover of his homeland. Not long after his arrival to the U. S. , Bela opened up a small market for fresh produce on the lower east side of Manhattan; this small market eventually expanded into a chain of grocery stores throughout the tri-state area, consisting of New York, New Jersey and Connecticut. Ultimately, Omyx chose to focus on the processing of agricultural products for his company. Today Bella Oxmyx owns only 51 percent of the outstanding stock and remains Chief Executive Officer of Oxmyx Industries, Inc. I currently work at the company’s corporate headquarters in New York and my responsibilities include the negotiation of the employee benefit package, the fair resolution of employee grievances, and maintaining the overall employee morale. As of lately, many of our female employees have been filing complaints about several of our male employees. These objections are mainly targeted at three individual employees, JoJo Krako, Tepo and Zabo. The women have highlighted the three’s illicit behavior with such references as calling them baby or â€Å"chicky†, repeatedly asking them out, and leering at them while conversing amongst themselves in their native language. Unfortunately however, the complaints don't stop there: the female managers have also complained that these individuals are slow to carry out instructions and sometimes even appear to be resentful about doing so, as well as frequently surly, rude, making disrespectful comments and looking at them in an uncomfortable manner while talking in their own language. In addition to all that, several women have also claimed that these men have pictures of nude and semi-nude women plastered in their lockers in the men's locker room. These complaints garnered my attention so I went ahead and did a bit of research of my own. I ended up stumbling upon documents that revealed some interesting and shocking facts about the three troublesome employees. I found out that each of these men were from Iotia, Oxymyx’s homeland, had lower job skills and experience than any of the other members of the staff, and most notably, hey had less skills and experience than several of the applicants who had applied for the same positions and got rejected. I noticed that on each of these men's files it read â€Å"Legacy B. O†, so I asked my superior what those letters represented and he told me that it was Mr. Oxymy’s code way of saying to hire that individual. After further research I discovered that these three employees were not the only men that ha ve been hired by the company whose documents had â€Å"Legacy B. O† on it; I found roughly 30 other instances with similar cases. In each case, the person hired was a young white male who recently arrived in the United States from Iotia; also an overwhelming amount of complaints had been filed around the same time period of the hiring. I became very troubled by these recent discoveries and decided to approach the CEO himself, Mr. Oxymyx. When I explained my findings on the men’s conduct towards the female staff to Mr. Oxmyx he said to me, â€Å"That’s just their way. Iotia is a very traditional patriarchal culture, you know. Krako and others are not used to seeing women in positions of authority. But give them some time and they will adjust like I have. I am Iotian myself you know. † I then told Mr. Oxmyx that none of the Iotian employees hired over the past five years were qualified individuals for the job. Mr. Oxmyx then proceeded to tell me the story of how things were when he first arrived in America; he came to the U. S with nothing due to the Soviets confiscating all of his family’s assets. While going through the immigration he saw a man with a sign that offered help to all Iotians; the man was a representative of the group FIG, First Iotian Group, an organization whose duty is to help Iotian immigrants to the U. S. After helping him get on his feet, the organization asked him that when he is successful to help the next generation of Iotian immigrants to the U. S. Oxmyx gave his word that he would, which explains why there have been unexplainable hiring’s of Iotian immigrants within the company. I returned to my office and after further review noticed that many of the more qualified applicants who have been passed over were either African American or Hispanics from impoverished backgrounds. I understand where Mr. Oxymyx is coming from to a certain extent: When he first arrived to the U. S. he had nothing and other Iotian immigrants helped him become very successful and he is now the majority owner of a business that he started and didn’t let success get in the way of remembering where he came from. It makes sense that after the help he received from his fellow countrymen he feels it is his duty to do the same for others. He is Iotian after all and the majority owner of a business, so why not take advantage of that and make it easier for Iotians to get hired by his company. Technically it is against the law to hire based on race and ethnicity, those are traits that an employer is supposed to ignore; however I feel Mr. Oxymyx is trying to follow his personal ethics, which is to help out his own people in their time of need because once upon a time he was helped. However, there also are several problems I see with Mr. Oxymyx’s â€Å"policy†. When he first came to the United States in the mid 1940’s, the situation in Iotia was very different than it is now. Iotia back then was being invaded by the former Soviet Union, and the Soviets had stripped Oxymyx’s family of all their assets so essentially when he arrived to the U. S. he had literally nothing, nothing but hope that is; he was a desperate man coming from a desperate nation with nothing to offer but hard work. Now is not 1940; we are now in the 21st century and the Soviet Union does not even exist anymore. Iotia is not in a state of war causing people to flee from the same harsh conditions as Mr. Oxymyx once did. Yes, the United States is most likely still a land of better opportunity than Iotia is, making it very appealing for people to move from the eastern European nation, however due to the fact that they are not as desperate to come here anymore, Mr. Oxymyx does not have to view the new immigrants in the same light as he viewed his emigration experience. He has not lived in Iotia for over 50 years now and surely conditions are very different in today’s world, no matter what country you’re in. Although he feels that he was greatly assisted in the transition and welcomed by his fellow countrymen when he arrived to the U. S. and would like to return the favor and not forget where he came from, the young men who are making the same trip across the pond today are not in the same boat as he, so hiring them is no longer as urgent as it once was. Mr. Oxymyx also told me that the reason why the three Iotians Jojo, Thepo and Zabo were so rude to the female staff members is because where they come from, they are not used to seeing women in positions of authority so it is a new thing that they haven’t become accustomed to yet. In the U. S. we treat all co-workers with equal respect no matter gender, age or race. The problem is that Mr. Oxymyx keeps comparing these young men to himself as if they are him 60 years ago. He fails to realize that he came to the U. S. at a much different time, when the world was a different place. Yes, back then it is possible that in Iotia women were not treated very respectfully, and it was not uncommon for them to be sexually harassed by their male counterparts; however as I’ve mentioned before, Oxymyx came in at a different time. Look at the example of African Americans in our culture: not too long ago they were treated as second rate citizens in the U. S. Battling racism and racist comments was not an uncommon thing at the time, but it is most definitely not accepted in today’s U. S. Maybe in his time in Iotia it was ordinary to degrade women, but it is very possible that things have changed since, especially given the 60 years past, so he should not necessarily be making excuses for the way these three individuals behave. Maybe they are just that way, and it doesn’t mean they are representing the modern Iotian culture as a whole. When I looked into more of the company’s employment documents and realized that many of the candidates that were passed over for hiring positions were not only more qualified than their Iotian counterparts, the majority of the ones passed over were minorities of African American or Hispanic descent; this on the other hand, I have a big problem with. These people were from poor and desperate backgrounds and needed the jobs just as much as the Iotians, so it is unfair that they did not receive a chance at all, making it seem as if there was a racial aspect to the hiring process as well. If Mr. Oxymyx is about helping out those that are in by giving them jobs, he should at least consider the minorities as well. It appears that Mr. Oxymyx may still have some racist ways from the past that he has not let go of while he has been in the United States, and that to me is definitely an ethical dilemma that exceeds helping out his fellow countrymen. If Oxymyx chooses that he wants to giv e an advantage to Iotian citizens when he is hiring, that I do not have as much a problem with, after all, he is the founder of the company and is Iotian himself and I don’t see if being a huge ethical deal given his past life experiences. I do however think that there should be a limit to his helping hand. He can hire these less skilled and qualified workers just because of their heritage, but what I absolutely cannot tolerate is if these same men also bring there disrespectful mannerisms to the workplace. Beggars can’t be choosers; by that I mean they are lucky they got hired despite their lacking in skill and experience, so that last thing they need to do is also come to work with the arrogance and superiority complex over women. They should be thankful for their opportunity and should put their head down and be the hardest working people in the company to show how thankful they are to Mr. Oxymyx for the experience. I plan to meet with Mr. Oxymyx again, and I have a few suggestions for him. I will first let him know that although he seems to have good intentions, he needs to realize that the men he is hiring are not coming from the same war torn Iotia that he fled; he should not compare himself to them. The world has changed from the 40’s and maybe women were not treated with respect back in 1940’s Iotia, but it is likely that situation has changed. Regardless of that, we live in the United States and these men have moved here to come look for a better life and if they wish to partake in our society, they must also follow our societal rules and ethics; they need to leave their rude manners behind because that is not how things work here, and Mr. Oxymyx needs to sit each of them down and let them know that. I will also recommend to him that there needs to be a company policy put in place and anyone that does not follow the guidelines will be dismissed. After all, these are grown men and here, and they should have the brain capacity to understand that they are in a different country now with different customs, they should feel privileged to have the opportunity to begin a new life in the U. S therefore they need to respect the culture as well. I will also ask Mr. Oxymyx why most of the job applicants that are being passed over happen to be Black and Hispanic, which is definitely a racial issue that is against the laws for hiring. I do respect that Mr. Oxymyx does has not forgotten his heritage and knows where and what he came from no matter how successful he is, which is why he wants to give back, but if he is to give an advantage to Iotians in his company they need to follow the guidelines that I have suggested and the societal rules that we have instilled here in America. I will at least be able to tolerate the fact that they are unfairly being given jobs that they are not quite qualified for if they follow the rules above and beyond. However, if no action is taken than I will encourage the women to file lawsuits against these men, as well as Mr. Oxymyx himself for knowingly breaking laws about hiring as well as knowing this harassment activity is going on, and I will encourage Mr. Oxymyx to dismiss them all to prevent losing his company and all he’s worked for.

American Television In The 1950s And 1960s

American Television In The 1950s And 1960s The televisual representation of black people had been a highly contested phenomenon since the television broadcast of ‘Amos ‘n’ Andy’ in June 1951. It is believed that ‘Amos ‘n’ Andy’ defined for the first time the side that television was to take in the postwar to represent Black people in America. In Amos ‘n’ Andy, Freeman Gosden and Charles Correll created and fixed an image of blackness, black people believed, which made racist Americans fight against them more and more. The program lasted just two years and was cancelled in the midst of growing protest by the black community in 1953. Because ‘The Jeffersons ‘ not only was the first TV programs which featured African-Americans in leading roles since the cancellation of the infamous ‘Amos ‘n’ Andy’ show in 1953, but also the first television program to feature black couples. Because it was the first time television showed a ric h, successful African American family, many people believed that the appearance of ‘The Jeffersons ‘was the first positive image of a new role model of Black African American families on television. However, John D.H.   [ 1 ]   pointed out that this television show may have been just ‘a typical of American television fare’ because ‘media image of American of African descent have ranged from the blatantly to the latently racist’. ‘Father knows best’ was, the first white family television sitcom and popular around 1950s-1960s. Therefore, I would like to use both ‘The Jefferson’ and ‘father knows best’ as examples to examine how ‘race’ was constructed by American televisual representation. Just a few years after the Second World War, how to attain and live the American dream became one of the most prominent themes of the 1950s .Therefore, for helping Americans rebuild their dream, television p rogram in 1950s was made as a creation of American dream rather than a reflection of society.   [ 2 ]   The television producers believed when people conformed to the ideal of beneficial families bring those family audiences stand up to the same level and made people more enjoy the sitcom and their life.   [ 3 ]   According to Census, in 1950, â€Å"families with both the head and his wife present,† were apparently the norm, accounting for 87.1%. A non-couple household was counted for 3.6%. The figure of independent female household just was 9.3%. it mean, during that period, most Americans demanded to see a family television shows which ‘defined a household in patriarchal and nuclear terms, with the centre assumed to be a male breadwinner heading a household of his dependent wife and children’. Therefore by adopting that idea, in ‘Father knows best’s world Andersons family has an upper-class, white-collar fathers, a stay-at-home wives, and t wo or three children whom lived in suburban. The television show offered viewers a comforting unified vision of the American family. In most episodes of ‘Father knows best’ the stories were all about how the father helped the family find out one or two beneficial social formations from their everyday life. Moreover, by showing a special episode ‘the importance of a strong American democracy’ in ‘school, churched, civic organization ‘, United State Treasury Department promoted U.S. Saving Bones. Given the sitcom show title â€Å"father who knows best,† the television producers hoped that the way of lived in â€Å"father who knows best† would made the majority of Americans understood what real meaning of â€Å"beneficial family† was.

Harlem Renaissance Poets Essay Example | Topics and Well Written Essays - 750 words - 6

Harlem Renaissance Poets - Essay Example His experienced as Cuban refugee and a Cuban-American has influenced many people their daily lives. In addition, his work has been included in many anthologies, which include Paper Dance: 55 Latino poets (2002). It is not easy to imagine the composition of the Inferno, Canto I as having its beginning in such a mood of passionate exaltation and devotion to the memory of a dead person. And with the contrast with Virgil’s, it is clear that the final year of Dante life as the busy but contested one undisturbed by civil disputes. This could be a misleading picture, of course, and in any case it is not relevant to the fact that Dante left unfinished at his death plays on vitally the same poetic, emotional, and intellectual registers as its Italian precursor s. double consciousness is also expressed in Virgil Suà ¡rez poem. The double consciousness is more revealed in the closing section of Part II â€Å"by the mother-in-law tongue within a fiery circle of kerosene and watching as they stung themselves†. This contradicts some the whole nature and themes in which the poem is written about. To begin with, Dantes Hell is an indication of a threatening vestibule that is a home to the souls, which are undecided on whether to do good or evil. It is, thus, clear that the angels who did not take any side during the fight between Lucifer and Michael in the bible reside here. The entrance of Hell marks the beginning of darkness and unidentifiable shades, which do not bear any color in their symbolization of lifelessness (Molefi, 2004). These lifeless shades are what Dante uses in comparison to â€Å"‘dead leaves fluttering to the ground in autumn’, weightless and lifeless, as when falling leaves ‘detach themselves’ from the tree of life. All the souls descend ‘one-by-one’, like leaves falling ‘first one and then the other’† (Dante 112-117). In this instance, we find that the simile employed by

Is about the fast food and the healthy life Essay

Is about the fast food and the healthy life - Essay Example Food manufacturers do mention the statutorily required information about the ingredients and their levels. However, the consuming public appears least concerned with amounts of food appropriate for their weight and activity levels. There is a big gap in the sensible amounts of food that can be consumed to the amounts of food actually consumed on a daily basis (Young, Lisa R and Nestle, Marion; 2003, p1). Food manufacturers are the biggest culprits of health mismanagement in the United States. Individual intake of food is surreptitiously promoted by packages that invariably provide more than double the quantity of food necessary for one meal. â€Å"Foodservice establishments use larger dinner plates, larger pans to bake muffins and pizzas, and larger containers for sodas and fries† (Young, Lisa R and Nestle, Marion; 2003, p2). Customers are not inclined to measure the exact quantity of food they are supposed to consume over one meal course. Normally, food is consumed on the basis of individual likes and no statutory rules are broken if the customer consumes more of a particular food he likes. Adequate portion sizes relevant for a meal marked on the labels are not seriously noted. This state of affairs happens on a very wide scale involving a huge segment of the population anywhere in the world. However, science provides information on the portions of each food that could be safely consumed. Excess food invariably adds to the calories and sooner than later leverage disease-prone organs such as kidneys and the heart with impure blood and once set it becomes difficult to root them out. â€Å"There are short-term studies showing that controlling portion sizes helps limit calorie intake, particularly when eating high-calorie foods. What is missing from the research is whether people monitor portion sizes and consistently chooses to eat recommended serving sizes, thus consuming the appropriate amount of calories for maintaining or losing

Compare and contrast mansa kankan musa with askiya muhammad ture as Assignment

Compare and contrast mansa kankan musa with askiya muhammad ture as rulers of their respective empires - Assignment Example Earlier on, between 1280 and 1337, another emperor had lived. He was the emperor of the wealthy Mali Empire. With a later reference to this man as Mansa Kankan Musa by the European and Arab scholars, he came to power as a deputy to the then emperor Abubakari II who decided to go on an expedition to explore the Atlantic Ocean but never came back. The first comparison is that the two were Muslims who welcomed the spread of Islam in the kingdom and built mosques everywhere for the people. In fact, Mansa Musa went for pilgrimage to mecca from time to time and when he came back, he ordered that all the five pillars of Islam be observed strictly by all the people. Askia Mohammed on the other hand, during his reign, made Islam the integral part of the empire to be observed by all the people in belonging to this great empire. Mansa came to a level of building mosques every Friday in the week so that all people could embrace the religion. The second similarity was that these two were traders and had a great commercial mind. Mansa traded his gold widely during his visits to Saudi Arabia and made himself known to the entire king along the way. However, he was not as commercialized as Askia because most of the gold he carried was based on philanthropic aid than exchanging with anything that he would take back to this kingdom. On the other hand, Askia Mohammed was a real trader. He expanded trade far and wide helping him expand the power and viability of his empire. Kankan Musa has been remembered for bringing order and peace in the empire, promoting trade and commerce. He practically made his empire to be known all over Europe for his use of gold. He developed the Mali Empire and made it an intellectual and economic center through attraction of Arab scholars for trade, religion and development. He also expanded his territory especially on his way to mecca. Similarly, Askia Mohammed expanded his empire from Tangaza in the north, all the way to Yatenga borders

The Development of Agriculture in Mesopotamia and the Comparison to Essay

The Development of Agriculture in Mesopotamia and the Comparison to Other Agricultural Hearths - Essay Example Still, Mesopotamian influences, along with those of China, provided the structure through which the agriculture of India was developed. The rise of agriculture in Mesoamerica was developed through an independent set of inventions. It is clearly, however, Mesopotamia that has the earliest development of agriculture in the world. The primary reasons for the Fertile Crescent to be the first to develope agriculture were due to time, environment, and increased populations that formed city-states. In discussing the nature of the development of agriculture in the Fertile Crescent, it is important to understand the way in which time is a factor in producing commodities for a civilization. In order to feed the people of the region, hunting gathering would have been the first form of communal food resourcing that would have been attempted. Because of the nature of the geography of the area, this was not an efficient system for gathering food and creating enough nourishment for the people. As m ore people gathered in concentric areas, it became clear that a different method of food production would be needed to satisfy the needs of so many people that had become a growing population. The problem in the geography was that the areas were mostly mountainous, covered with vast forests and brushwood.1 It was a better choice to create resources of food in more central areas, farms that could feed people rather than requiring them to go out into the world to find their food. The time required to hunt and gather was inefficient. Time is also relevant in relationship to the climate, the rains of the region more frequent and in a better balance for agriculture than they currently are for the area. It is likely, according to climatology history, that between the Ice Age and about 4000BCE the monsoon rains extended farther West, providing for a more moisture rich environment than currently exists.2 The environment was more conducive to planting, the land more rich in nutrients and the way in which growing needs were met. The world has changed a great deal and the answers to the reasons for questions of history often lie in greater conveniences available during those times in contrast to the way in which circumstances exist presently. Time period is relevant to the developments that existed as the collision of fertile circumstances provide for opportunities to develop. As the rains created a rich environment, the development of harnessing the rain through irrigation increased the level of farming that could be accomplished. The other way in which time is relevant is through the time it took for the agricultural culture to develop. Agriculture did not spring up during a period of a few hundred years. The development of agriculture was reflective of a period of more than a thousand years, the development emerging through a long period of time where single farmers moved to villages, which moved to towns, then moving and arranging themselves into city-states. This to ok a millennia of time for the processes of agriculture to begin to develop, the populations put into place, and solutions to the problems of resource allocation to be focused on growing and

Chlamydia Essay Example | Topics and Well Written Essays - 750 words

Chlamydia - Essay Example The main route of infection is vaginal, anal sexual contact and household contact. Children can become infected during passage through the birth canal of mother that carry Chlamydia (Redgrove & McLaughlin, 2014). Characteristics of Chlamydia trachomatis. Chlamydia trachomatis is an aerobic, obligate, intracellular parasite of eukaryotic cells. It is a Gram-negative bacteria, which demonstrate a coccoid or rod shape. Not taking into account fact that Chlamydia trachomatis is classified as Gram-negative bacterium, it lacks a peptidoglycan cell wall. Chlamydia trachomatis cannot synthesize its own ATP that is why in order to remain viable this bacteria require growing cells. Without host cell, C. trachomatis will die in a short period of time (Byrne, 2003). As was mentioned above, Chlamydia trachomatis is the one of the most common sexually transmitted disease: for example, in USA more than 4 million cases are diagnosed each year; furthermore, Chlamydia trachomatis is the main reason of preventable blindness (caused by a chlamydial infection called trachoma) in the world. Chlamydia trachomatis also is one of the major causes of infertility in women and pelvic inflammatory disease (PID) (Redgrove & McLaughlin, 2014). Genome of Chlamydia trachomatis consists of 1,042,519 nucleotide base pairs that coding approximately 894 proteins. Chlamydia trachomatis carry one extrachromosomal plasmid, which have a 7493-base pair sequence with 1% nucleotide sequence variation. This plasmid has eight open reading frames that codes proteins more than 100 amino acids long. C. trachomatis plasmid is a main target for DNA-based diagnosis of diseases because one chlamydial particle carry approximately 7-10 copies of highly conserved plasmids (Stephens et al., 1998). Chlamydia trachomatis has a tricarboxylic acid cycle and glycolytic pathway. These metabolic pathways play a supporting role in chlamydial metabolism. Chlamydia

Three Main Dimensions of Financial Institutions Essay - 1

Three Main Dimensions of Financial Institutions - Essay Example Even in 2011, we find that the markets continue to struggle with the question of economic reforms, in association with other basic questions, like how to develop sustained and enduring financial growth while also elevating fiscal responsibility. The development of financial systems is affected by various factors, which are, financial institutions risk management policies, ‘indebtedness’ of both individuals and sovereign elements, the banking system, regulatory delinquencies, and exports via the ‘exchange rate policy.’ Some modern researchers claim that the chief cause of the current economic recession is mainly owing to certain socio-economic queries, pertinent to a much broader context, like the enduring presence of income inequality, through the investments made in the line of education and human capital (Rajan, 2010). The World Economic Forum has defined financial development â€Å"as the factors, policies, and institutions that lead to effective financial intermediation and markets, as well as deep and broad access to capital and financial services† (The Financial Development Report 2010, 2010, 4). Financial development is the trajectory through which the states can work towards elevating the efficacies of their economic system (markets and resources), the banking sector, the monitoring of various investment projects, and overall strengthen the position of the financial system. Thus, one can view financial development as a major aspect of affecting a country’s economic growth and welfare (Huang, 2006, 2). Strong factual evidence uphold the notion that finance is at the base of a state’s developmental process.  

For presentaition Essay Example | Topics and Well Written Essays - 250 words

For presentaition - Essay Example For this man, music and dating girls was very closely connected. As he got older, his tastes did change and he found that his desire to buy records changed as well. By the time he was in his 20’s, he felt that records were more for kids, not adults. By this time he was married and had a family, so most of his media consumption switched to radio. He remembers that he has a small transistor radio that he would listen to at work. I would pick-up a local radio station that played a lot of country and western music, so he started to enjoy this type of music more, especially Johnny Cash and Roy Orbison. The radio also became his main source of hearing news reports. He said that he rarely had time to sit down to read the newspaper while his kids were at home, so he would listen to news over his transistor radio. He still remembered the first car he had that had a radio. He said that that was a very big, exciting purchase for him. I was amazed at how little he had to do with television. He says that it had never appealed to him, even in the early days when everyone was going crazy for it. He said, â€Å"There wasn’t anything worth watching on television fifty years ago and the last time I checked, nothing has changed!† Even though he is less active now, he still chooses to listen to the radio instead of watching television, only now he listens to radio stations over the

Film Noir Essay Example | Topics and Well Written Essays - 1250 words - 1

Film Noir - Essay Example Hence, the significance of film neo-noir is that they draw upon or relate the image, the notion and the putative rules of film noir. The approach of the research paper is to identify the attributes that Spicer argues â€Å"neo-noir has remained a form that continues to accommodate complex, difficult ideas whereby existentialist attitudes continue to flourish.† Using the film Memento (Nolan), I can present how these neo-noir attributes have been presented in the film. Perhaps Memento has the most complex neo-noir feature as it provides a space in which the audience can, if not force, to deliberate the nature of identity. Though the question of identity is a repeated theme in neo-noir films, it is in Memento that has directly addressed this concern. The film depicts an antihero whose memory maybe or is faulty and his experience of time is confusing and is uncertain about his past and not sure about the meaning of the present activity he has engaged in and the very fabric of his identity (Nolan 217). Therefore, depicting that it consists attributes of neo-noir. The film is much concerned with the dark side that emphasizes loneliness, alienation and the fear that any or all activity being carried out by the character may be futile and meaningless. Therefore, the choices taken by the noir protagonist are never the real ones; lack the opportunity of escaping the bonds of convention, except via a hollow freedom represented by money, power, sex, and pro mise of adventure. Moreover, in the film, Memento, the noir antihero (Leonard) is often acting from desperation instead of rational choice, reacting to an inchoate, contingent world dominated by blind chance, which is often threatening and carries an undercurrent of violence that at any moment they can strike. Therefore, being an instant in the film of attributes stated by Spicer’s in his essay as being a neo-noir. The protagonist in Memento, has anterograde amnesia, and is unable to

Monster Assignment Example | Topics and Well Written Essays - 250 words

Monster - Assignment Example Battleground mentality monster explains that leaders engage in battleground images during business operations; for instance, aggressive marketing campaigns to completely eliminate competitors. Functional atheism illustrates that leaders assume that they possess ultimate or final responsibility in all decisions or operations of the organization. The fear monster of the leaders emphasizes bureaucracy instead of innovation and creativity. Organization stakeholders operate strictly within established procedures and rules. Denying death monster allows the leaders to ignore negative organization issues like the collapse of a project. The evil monster illustrates the inner darkness of the leader; for instance, the fear of delegating responsibilities to junior staffs. This is because the junior staffs may outperform the leader (Craig, 2015). The monster that produces most harm in the organization is the functional atheism. The leader believes that he/she is responsible for all significant decisions. This limits the ability of employees to participate in the organizational decision making process. At the workplace, this monster is recognized through the inability of the leader to delegate responsibility tasks and authority to the immediate subordinates. The effect of this monster can be minimized through encouraging employees and managers to work in the same team or task forces. Teamwork encourages sharing of ideas and hence improves overall organizational

The Evolution of Complex Societies Essay Example | Topics and Well Written Essays - 2000 words

The Evolution of Complex Societies - Essay Example This paper is trying to investigate the rise of different complex societies or civilizations in various regions of the world. One key technique of facilitating this investigation is to recognize the common features of these complex societies and the aspects that have influenced their development that can be distinguished from the archaeological evidence. The renowned authors have provided various methods with their theories for the advance of complex societies, such as the multiple effect theory. According to their works, innovations in one subsystem or aspect of culture boost and influence other cultural aspects via positive feedback. The authors argue that the cumulative impact of the interaction between these diverse subsystems due to these innovations is the emergence of civilization. This theory of multiplier effect in force is demonstrated by deducing the assortment of artifacts from the diverse cultures of the Aegean Bronze Age during the 3rd millennium BCE and examining seeds , animal bones, and architectural remnants collected from archaeological sites located in the area that date to this period. The authors’ explanation of the evolution of complex cultures during the Aegean period has persisted to dictate the way Aegean archaeologists approach this subject. Their ideas have widely endured the examination of Aegean archaeologists, raising the question of whether this theory can effectively explain the evolution of various diverse complex cultures worldwide. ... For instance, questions have been raised as to whether the theory can explain the complex societies that emerged in the lower Mississippi valley in the 2nd millennium BCE. This culture is most recognized by the huge earthworks in northeast Louisiana at Poverty Point. Examination of the archaeological data and artifacts of the Poverty Point society offers a positive answer to the questions raised. Despite the despite the immense differences between the societies in terms of their religion, art, architecture, and economics, the archaeological data point out this theory, as the authors explain (Stanish 2005). For a study of two such contrasting societies, that exist in very different surroundings, showing that they were influenced by the same exact processes, the theory offers students an instrument which they can connect to the archaeological data to assist them understand the universal influence that the evolution of complex societies had on human societies. This comparative approach has an additional instructional advantage in that students are able to expand their appreciation for the distinctive factors of each specific culture based on the artifacts that each society produced (Tainter 1988). As a result, in the process of studying one early complex society after another, students can discover to acknowledge how particular kinds of relics expose similar practices at work in the evolution of complex societies and the diversity in these societies. This comparative approach can be demonstrated by first identifying the main factors that characterize a complex society as categorized by the two authors. The authors use the neutral terms "simple" and

Analysis of General Theories of History Essay Example | Topics and Well Written Essays - 1500 words

Analysis of General Theories of History - Essay Example Experiences from one generation to another do not vary greatly; thereby it is important to learn lessons from the overall course of history. The first attempt to record the science of history was undertaken by the Greeks about twenty-five hundred years ago. The need to comprehend history and translate its effects into the future does not arise in societies with long-standing and relatively steady social structures. Such a state of affairs is not given much consideration. However, when societies face sudden drastic turmoil which triggers changes in the social structure, then understanding the underlying motives which led to the change becomes imperative. Usually wars, travelling, trade and colonization result in an entirely different culture being imposed on the society which they come into contact with. This forced integration of diverse cultures culminates in a clash between different social strata; so it becomes crucial to identify and comprehend the sources and foundations of such oppositions. Men of knowledge compare and contrast various sorts of governments and social structures in an attempt to resolve differences and bring harmony to the society. It is obvious that conflict resolution is not possible unless conflict description and diagnosis are accurate enough. The role and responsibility of creating accurate problem diagnosis is within the domain of political theorists. Neither has history been created nor have our social structures evolved in accordance with a pre-defined plan. Nature has not dictated the course of events rather it is the people who compose societies who chose their cultural norms, established various institutions and developed ideologies. It is time to realize that the human nature itself is determined by changes in life and labour. History has been shaped by economic progress, division of society in different social-economic strata, changes in condition of labour, advancements in production and trading. In this respect there have be en a number of different contributions to thought on political history from various quarters. The evolution of political history in its current forms can be seen as deriving from the Age of Enlightenment where thinkers such as Hegel and Kant picked up the gauntlet to define history in such a manner. This work was carried on later by numerous others including Karl Marx who has had a major impact on the modern day given his role in the creation of a communist ideology. In more modern terms, the earliest thoughts on the philosophy of history derived from the views and work of Kant. He held that humanity had been driven into its current state of autonomy through the use of enlightened despotism (Kant, 1991) (Murphy, 1994). Kant’s views on the issue can be seen more clearly through his work titled Idea for a Universal History with a Cosmopolitan Purpose. Kant produced a paradoxical picture by expounding on the one hand that national liberation was only possible through enlightened despotism while ultimate autonomy rested entirely with the individual’s will to gain it (Williams, 1992). Kant recognised that history ensured that progress had to come in human affairs but Kant’s method of delineating the mechanism remains self-contradictory (Hampsher-Monk, 1993). Strangely he holds that liberation lies solely through

Managment Accounting Essay Example | Topics and Well Written Essays - 1000 words

Managment Accounting - Essay Example ABW in order to determine the relevant cost drivers and in this case there are many more than that used in absorption costing, thus making ABC more reliable. Table 1 provides calculations for the profit for each product line. Table 1 indicates that there are huge differences in the profit of products XY, YZT and ABW. The use of absorption costing resulted in a reduction in profits by  £46,250 and  £18,000 for products XYI and YZT respectively and an increase of  £64,000 from a loss position to a profit position for product ABW. This scenario shows how appropriate ABC is for making more accurate decisions when compared to absorption costing. ABC allocates cost on the basis of the activities required to manufacture a product and this results in the use of multiple cost drivers – assembly, machining, set-up, order processing and purchasing in this case. Absorption costing only used two cost drivers – assembly and machining thus the large differences in profits. The figures in Table 2 indicate that the differences in cost per unit were lower for XYI and YZT – £ 0.925 and  £0.45 respectively. However, the difference in cost per unit between the two approaches for ABW was higher ( £2.133) and this explains the loss versus profit scenario. Over-costing of each unit of products XYI and YZT under the absorption costing method by  £0.925 and  £0.450 respectively has led to under-costing of product ABW by  £2.133 another product. In this case the assignment of costs by ABC to each product using more relevant activity based cost drivers has resulted in a more accurate costing of the products. It is often said that modern developments such as ABC are sometimes implemented because they are fashionable and not because they provide additional information to management. However, while this statement may be true in a few instances it is not so in the majority of cases. Costing systems do not command high ratings in most organisations, but the information that they provide

Global Economic Crisis Essay Example | Topics and Well Written Essays - 250 words

Global Economic Crisis - Essay Example According to Ernhardt and Brighams 2010 book, the downgrade of T-bonds has the potential to cause a disastrous economic situation across the country. A single step down in credit rating is often a bad sign for future rating decisions, and so the US would be at a greater risk of gradually falling into economic despair. As the dollar continues to drop in worth, foreign investors like those in China would predictably respond by trading their US T-bonds for domestic currency to conserve value. The response would add to pressure on the dollar, further weakening it, and continuing a vicious cycle that could result in the complete collapse of the US economy. Since the writing of the previously mentioned book the US T-bond has experienced the first downgrade by an investor watchdog agency, and as of now the country has not crumbled into economic obscurity. However, the country remains financially compromised and may be yet to experience the first ripples of the effects predicted by the

Positive impact of workplace diversity in the UAE Essay

Positive impact of workplace diversity in the UAE - Essay Example In enhancing the employment of workplace diversity, organizations manage to enjoy benefits such as: Existence of good communication between employees increases the productivity of an organization. However, good communication between employers and employees is as a result of diversification of practices in the workplace. Workplace diversity means the coming together of staff from different cultures and backgrounds. Diversity is important because of many reasons. It promotes equality among people in questing for opportunities. In supporting equal opportunities, make institutions increase their benefits. â€Å"Sharing work and working in teams from different cultures can help to overcome cultural differences through shared experiences when working within a team† (Al-Jenaibi, 2012). Additionally, it is evident that â€Å"managing diversity is about more than equal employment opportunity and affirmative action† (Green, Kepner, Lopez & Wysocki, 2002). Al-Jenaibi B. (2012). ‘The scope and impact of workplace diversity in the United Arab Emirates – An initial study’, Malaysis Journal of Society and Space. Retrieved October 21, 2014, from http://www.ukm.my/geografia/images/upload/14.Geografia-2012_Badreya%20Al-Jenaibi_EDITED-azlan-nn-1.doc.pdf Green, K., Kepner, K., Lopez, M. & Wysocki, A. (2002). Diversity in the Workplace: Benefits, Challenges, and the Required Managerial Tools. Retrieved October 21, 2014, from

Influence of Recreation Essay Example for Free

Influence of Recreation Essay ?I. Introduction Tourism is travel for recreational, leisure or business purposes. People have always traveled, whether it is to conquer worlds, discover new places, for business or for pleasure. This need of man has consequently led to the development of different attractions whether man-made or natural. Recreation, it is a term that denotes the refreshment of ones body or mind after work that stimulates amusement or play. People have become too busy to take out time to look within, no time to interact, and have become so dedicated to work. Working can lead to increased stress, illness, disease or more. People werent meant to work themselves to death. There should be a balance of work and recreation. Our bodies need rest, relaxation and enjoyment every once in a while. Recreation is an activity, rather an opportunity to take a break, the much-needed break from work. The more recreation one engages after work, the happier and enjoyable life becomes. Recreational activities are widely popular across the globe. Some enjoy exploring to beautiful places around the world whereas others take interest in pursuing their hobbies as a means of recreation. Whichever way, recreation needs to be made a vital component of the fast life of the present times. Positive and enjoyable recreation experiences can decrease stress and psychological tensions. Leisure activities offer people with the opportunity to boost energy and emotion not being released in other aspects of their lives. Family bonds are enhanced by the sharing of leisure time. Families that do recreational activities together tend to be closer and improve their chances of staying together. There are a lot of activities to choose from with recreation. Some people prefer to do adventurous sporting activities and experience the thrills and excitement, while others prefer to light activities. Adventure and recreation in Philippines has been a part of the Filipino culture. The tropical weather allows Filipinos to spend most of their free time outdoors; children commonly play outside with friends. With this condition, the researcher is highly interested to propose a Recreation Center to cater tourists, families, sporting enthusiasts and host events which will enable to develop the tourism strategy of Batangas City. This center can provide best service that every individual should experience. Near in the future, it will be famous to everyone. II. Pre-Feasibility Nowadays tourists are discovering a lot new things especially to the place where they can visit. They really want to explore unique places for them to meet their expectation and satisfaction. From this, feasibility study regarding to the development of a recreation center will meet its objectives as part of our industry. These are the condition that will justify its objective: (a. ) The Recreation Center as part of Hospitality Industry (b. ) To increase the number of customers by at least 20% per year through superior customer service and word-of mouth referrals. (c. ) To create a service-based company which exceeds customers expectations. (d. ) To provide high quality equipment use in the recreation center (e. ) To provide extraordinary, proficient and suitable architectural design for the proposed â€Å"Recreation Center† that will accommodate tourists and the locals by introducing innovative activities to further promote tourism and exposure to the local market. (f. ) To provide excellent child play care in a eco-friendly atmosphere while ensuring our customers, receive excellent service in a playful, educational, and safe environment. III. Detailed Economic Feasibility Study In this part of our feasibility study, it contains the four analysis that tackles about the potentiality of the place to become a tourist destination, its future outcome and structure, what strategies we used in promoting the plan to the public and the possible expenses of the project. 3. 1 Site Analysis In establishing a business, location is always considered. The transportation that will be use is the primary needs of this business. In this study, this is well analyzed all the details according to the distance from the nearest town center. The next is the site itself. The property of the business and how the transaction of all the papers includes. It will not be successful without the environmental issues, because the recreation center that will be build involves with this condition. This market research show that these are the customer groups that are likely to be served. The business will serve a relaxation area because of the different activities it offers. For the building aesthetics of our project, we choose the ecological architecture. It is also known as environmental design combining aspects of landscape design. This building character will complement the outdoor scenes especially designed for leisure and sporting activities whilst considering appropriate facilities for the users. It deals with building materials and aims at minimizing the use of not replenishable raw materials. This means preferring such building materials as wood, stone, earth and recycled material like used boxes and barrels, and naturally it necessitates a peculiar style of architectural design as well. This design follow the concept of â€Å"GO GREEN† because of its efficiency and sustainability. Many eco-friendly building techniques with aesthetics that match the natural surroundings are now being incorporated in the designs. Ecological architecture is the most suitable character that works best for developments that are bounded by nature and caters leisure facilities and outdoor activities. The character of the structure will complement the nature where recreation and sporting activities occur. 3. 2 Economic Feasibility Study The researcher conduct some research and it’s true that tourism is one of the basic aspects that really affects the economic status of our country. In this feasibility study, the researcher aims to help in contributing to its aspect with the help of this tourist destination. This business will be known by giving and providing the best facilities and activities whoever will visit the center. The income of the business itself will increase and also its production. 3. 3 Market Analysis When it talks about marketing, first thing that comes to the mind of a person is about promotion, advertising and something that has to do in catching the attention of the tourists. The researcher’s marketing strategy is focused on establishing and promoting our project through a variety of marketing channels. An overview of our marketing strategy includes: Identity Development. This plan will be promoted through a broad mix of identity pieces including business cards, stationery, car signage, and other communications. Brochures. A brochure will be designed to communicate our presence, the services we offer, and the clients we serve in the community. Flyers. Flyers will be designed for posting at community locations that attract high traffic volumes of consumers within our target market. Public Relations. As owners, we will promote our company and its benefits to the community through efforts to have articles published in new media and efforts to gain coverage on local radio and television programming. Website. All brochures, flyers and other marketing tools will promote our website, detailing our services that benefit the community. Our website will also provide all information about us, our operational hours, schedules of events, and a registration form for online enrollment. Email. Email will be used to connect with our clients frequently through monthly newsletters and updates on upcoming events and special offers. 3. 4 Cost/Benefit Analysis One of the key of the business is to meet their costs and especially the benefit it have. Without the help of our generous sponsors Lucio Tan and Henry Sy, the researcher will not be able to operate without their financial support. The following lists will show the total cost in establishing the business. Expenses: Property/Land – 4 Million Php Corporate Sponsorship – 10 Million Php Installation of Machine – 1 Million Php Researcher’s Savings – 8,050,000 Php Increased Revenue – 250,000 PhpTotal Budget – 10 Million Php Material Cost – 2. 5 Million PhpTotal Cost – 18,050,000 Php Labor Cost – 3 Million Php. Operator – 600,000 Php Utilities – 1. 5 Million Php Insurance – 750,000 Php Operating Licenses/Permits – 350,000 Php Pest Control – 300,000 Php Minor Repair Maintenance – 800,000 Facilities – 3 Million Php The proposed project entitled â€Å"Batangas City Recreation Center† intends to introduce new innovative facilities to the locals and tourists with advanced, effective and functional design. This study will be beneficial to the following: Province of Batangas This study may serve as a reference to whatsoever future developments and plans that will be conducted by the city or the province in relative to the tourism industry. To the Local and Foreign Tourists This study is significant to the tourists as a reference for their activities to be conducted during vacations or leisure. To the Enthusiasts and Professionals This will serve as a guide in choosing the ideal location for team building activities. It will also aid professionals in selecting the perfect venue for their programs and competition. For everybody (families, couples, single) The Recreation Center was designed with you and your family in mind. We focus on providing an environment to bring the community together. It is a place for children, teens, adults, families, and seniors to socialize and exercise. The Center Focused on family entertainment in a family-oriented community, the Recreation Center is a project primed to take advantage of an expanding and profitable industry. IV. Conclusion The researcher therefore conclude the factors that influence the people to come to the recreation center. These are divided into five characteristics: 1. The Recreation Center can be used in any activities whether in group or individual. 2. The Recreation Center can provide highest quality performance that every individual can experience. 3. The researcher provide strategies on how they can meet the target market and how the profit will increase. 4. The Recreation Center, as describes above, offers numerous advantages for developers and also for the people who lives in Batangas. 5. The implementation of a Recreation Center here in Batangas City is highly successful because it will surely be a famous tourist destination. V. Recommendation After analyzing all the details of this project, the researcher recommended and suggested five criteria on how the business will achieve success in the future. 1. The People in-charge of the center should increase the number of supported services in order to maintain the clients and at the same time, they should continue attracting more tourist. 2. The developers should always give and furnish the best amenities and facilities to the tourist who will stay in the center. 3. The developers should have proper and wide marketing in advertising globally. They could make use of new techniques that will help gain more tourists. 4. Giving opportunities by hiring of employees coming from the people living in Batangas. 5. Continuing to give a hundred percent best service to the visitors.

Effects of Online Advertisements on Newspaper Advertisements Essay Example for Free

Effects of Online Advertisements on Newspaper Advertisements Essay Advertisements can either take the form of print advertising through newspapers, magazines, brochures, and fliers or in non-print form such as those found in television, radio, video, and internet. The key purpose of advertisements is to bring to the attention of potential customers the existence of a new product or service. A good advertisement should be able to persuade the potential customers to purchase and keep them motivated to do a certain action (Tolani, 2010). While the function of advertising has not changed from the act of influencing the decision of a potential customer, the form of advertisement has radually evolved with new advertisement media emerging. Radio advertisement emerged with the coming of radios in the 1920s. The number of people who owned radios increased to about 82% by 1940. However, television was introduced in the 1950s, and was soon a common appliance in almost all households. This resulted in the increase of television advertisement expenditure to nearly $1. 5 billion by 1960s. Outdoor advertisement can be traced back to the post World War era to the American Safety Razor Company in 1925 when it advertised a brushless shaving cream on a mega billboard (Tolani, 2010). The advent of video cassette recorders saw a new trend in advertisement during the period between the early 1980s and late 1990s. The video cassette recorders became very popular with viewers, but video advertisement met a major hitch as viewers easily fast-forwarded ONLINE AND NEWSPRINT ADVERTISEMENT 11 through advertisements while watching tapes. This compelled firms to resort to product placement in which their products were used in television shows and films. The latest media development in this field is the use of internet for advertising. There has generally been an increase in computer ownership and the use of internet has rapidly grown. It might not be easy to predict the advertisement media that will be widely used in the future. However, it is an open fact that advertisements will continue to improve and strive to become more useful to businesses and to the consumer (Tolani, 2010). Entrepreneurs and business managers are faced with the challenge of making a choice for an advertising media on a daily basis. This is because the success of their establishments greatly depends on the ability of the entrepreneurs and managers to create product and service awareness, build their firm’s image and reputation, and generate sales leads and revenues. These efforts can only be realized by the use of newspaper and magazine advertisements, radio advertisements, television advertisements, outdoor advertising, web advertising, among many other advertising media. What will determine the final medium choice may vary from one business to another and the various factors that are in play toward meeting the specific business objectives (Patsula Media, 2007). Irrespective of the medium of advertisement that a business chooses to use for its products and services, it is important to note that both the print advertising and online advertising are highly necessary, given that the approaches toward both, the purposes, and even the audiences are very different. It is not very advisable to consider one of these media as more effective that the other on mere basis of seasonal variance because either may overtake the other at some give time. A good number of people also have access to both sources and this makes it ONLINE AND NEWSPRINT ADVERTISEMENT 12 mportant for entrepreneurs and business managers to give due consideration to both (Web Windows, 2010). Thesis Statement Given the increased growth of information that is available over the internet and the subsequent increase in the number of people who tend to spend more time on the internet, companies are turning to advertise their goods and service online so as to capture this newly generated m arket. Emphasis has thus shifted to the possible effects that this emerging trend of online advertisement may have on newsprint advertisement, both in popularity and advertisement revenue. Statement of the Problem Advertisement plays a very important function in the trading processes as it is the only means through which a business can bring to the attention of the consumers about their products, introduce a new product in the market or promote the sales of an existing product or service. All these are core activities—without which, a business setup cannot effectively compete for customers in the already-crowded market. Though there are numerous media through which a business may place its advertisements, the most commonly used medium is the newspaper because of its wide readership and circulation. With the advent and advancement of technology, newspaper publishers have embraced information technology to an extent of presenting their publications both as newsprint and online versions. This advancement means that entrepreneurs have the option of choosing which version of a newspaper through which to place their advertisements. This will mainly be determined by an entrepreneur’s own evaluation of the medium that will best suit the business needs. Lately, there ONLINE AND NEWSPRINT ADVERTISEMENT 13 as been growing debate about the popularity of online newspaper and newsprint. This debate cannot escape the attention of entrepreneurs who significantly rely on these news media for their advertisements. There is general consensus that online versions of newspapers are gaining popularity among readers worldwide. Could this increasing popularity and, to some extent, translate into increased preference by entrepreneurs to place their advertisements online instead of the newsprint version of newspapers? Background of the Problem Given the central role which newspapers play in the advertisement of goods and services by businesses, it is only important that entrepreneurs give special attention and critical evaluation on the volume of readership and scope of circulation of both the online version and newsprint version of newspapers. This would mean that new considerations are factored in when making a choice for advertisement media by business contrary to previous emphasis that focused only on readership and circulation. Ability to access n advertisement by potential customers is a major concern that attracts heated boardroom debates in companies, particularly due to intense competition for the crowded market. The significance of an advertisement media with regard to scope of outreach means that both entrepreneurs and advertisement agencies have a responsibility to adopt the use of advertisement media capable of optimizing market outreach for a product or service. Key aspects for consideration with regard to ch oice of advertisement media are mainly in areas of target audience and access. These entail considerations of readership and circulation which would ensure that an advertisement reaches the highest number of target audience within the shortest duration possible and draws attention in the most appropriate way. ONLINE AND NEWSPRINT ADVERTISEMENT 14 While many entrepreneurs are coming up with several measures of ensuring they significantly save on advertisement costs for their products and services, advertising agencies are of the opinion that optimizing market outreach can best be achieved by choosing a media with huge readership and wide circulation. Key areas suggested by advertisement experts include impact and ability to attract attention among other advertisements. When due consideration is given to these two aspects, an advertisement media will be able to achieve market outreach by approximately 70%, which is equivalent to nearly 5% of the total product market in a crowded environment. It is generally agreed that upgrading of newspapers to online versions can help to significantly improve their readership and accessibility, translating to wider market outreach for online advertisements. Such advancement in technology has for long been credited as significant part of increasing readership, expanding circulation, and making lasting impact in advertisement. The most remarkable gain for online advertisement can be attributed to the increase in number of people owning computers and therefore spending a lot of time on the internet unlike the numbers of people buying newsprint and the time they spend reading it. Justification for the Study Effects of online advertisement toward newsprint advertisement are a welcome topic at this time when there is growing concern that newsprint advertisement is becoming less and less effective in an environment where consumers are increasingly getting their information online and from other non-traditional sources. This belief has also drawn a lot of objection from newspaper advertisement sales agent who insist that newsprint advertising is more effective than online advertising. To them, newsprint advertising is tangible, making it possible for a potential ONLINE AND NEWSPRINT ADVERTISEMENT 15 customer to clip it out, hold in the hand and carry to the store unlike online advertisements, which is only visual. Though online advertisement can cost a business slightly more, it is becoming more popular with consumers and can thus not be simply brushed off. This calls for a strategy that will ensure that this advertisement medium is embraced without jeopardizing the profits of a business. Deficiencies in the evidence The choice of an advertisement media that an entrepreneur or a business opts to use for its products or services are mainly determined by size of business and the target audience— whether they are other businesses, youth, elderly, men or women. The access to an advertisement by these groups of persons is quite varied as all of them have their own preferences of media choices. The youth may be found of internet while the elderly may be accustomed to newsprint. While online advertising may make a big impact among the youth, it may not necessarily do the same with the elderly or housewives. The size of a business will also play a big role in the choice of advertising media. For example, small businesses may not have all the money to invest in certain media which are considered expensive and are therefore a preserve for big businesses. Advertising is an expensive venture and may not be appealing or affordable to all entrepreneurs. This means that the choice of a media may not necessarily be determined by its effectiveness but rather by the investment capacity of any given entrepreneur. Evidence obtained for this study will thus be influenced to a greater extent by individual entrepreneur considerations and not necessarily by the popularity of any given media. ONLINE AND NEWSPRINT ADVERTISEMENT 16 Definition of Terms Advertising Media: refers to means by which an advertising message is carried to potential customers and includes television, radio, internet, magazines, newspaper, and signage Online Advertising: refers to advertising that is done over the internet Newsprint Advertising: refers to placing advertisements on a newspaper Purpose of the Study The purpose of studying effects of online advertisement toward newsprint advertisement is to: 1. Ensure that entrepreneurs are provided with ample information regarding the various advertisement media to enable them make informed choices 2. Ensure that myths revolving effectiveness of either newsprint advertisement or online advertisement are eliminated and substituted with live statistics 3. Ensure that advertisement agencies are able to adjust their media in a manner that will enable businesses reach their target audience in the most effective way and at the least cost possible 4. Ensure that recommendations are made that would help entrepreneurs make a choice on the most effective media for their advertisements. This study is significant because it would help in ensuring that useful information is made available to help entrepreneurs with their advertisement decisions, particularly those focusing on newsprint and online advertisements. It will also ensure that advancements in technology are ONLINE AND NEWSPRINT ADVERTISEMENT 17 embraced and advertising services evolve to best meet the opportunities and challenges of the future with regard to market outreach. Hypotheses The following hypotheses were tested in this study: 1. H01: Advertising plays a central role in business success. HA1: Advertising does not play a central role in the success of a business. 2. H02: Most businesses advertise on newsprint media. HA2: Most businesses do not advertise on newsprint media. 3. H03: Most entrepreneurs prefer to use online advertisements for their products. HA3: Most entrepreneurs do not prefer to use online advertisement for their products. 4. H04: Newsprint advertising is more effective that online advertising. HA4: Newsprint advertising is less effective than online advertising. 5. H05: Online advertising is the future of product advertisement. HA5: Online advertising is not the future of product advertisement. Summary The shift in focus by entrepreneurs and businesses to put more attention on online advertisement instead on the traditional advertisement media is broadly seen as one of the main steps toward technological revolution of the advertising industry. This would go a long way in realizing wider market outreach and increased sales for businesses and publishers who embrace the internet for their publications. This, in essence, would mean increased readership for online version of newspapers, translating into bigger profit margins. ONLINE AND NEWSPRINT ADVERTISEMENT 18 This study has been designed to explore various modes of newspapers as major advertisement media which can be used by entrepreneurs and businesses to advertise their products and services. Special focus has been given to Star Newsprint and Star Online, which are Malaysia’s leading English publications. Chapter two of this work is an extensive literature review on matters relating to online and newsprint publications as well as online and newsprint advertisement. Chapter three is an outline of data collection and treatment while chapters four and five respectively present findings and discussions. Chapter six outlines major conclusions and recommendations. ONLINE AND NEWSPRINT ADVERTISEMENT 19 CHAPTER 2: LITERATURE REVIEW Introduction Newspapers have conventionally played a very significant role in the advertisement of goods and services. This has been mainly attributed to their wide readership and circulation since they can be easily obtained, from the nearest street vendor to the biggest shopping mall in the biggest city. The readership of newspapers also cut across all ages, sexes, and social classes as they normally publish articles that would be useful to all these category of persons in one way or the other,. Newspapers have for long dominated the advertisement scene due to the low costs involved as compared to other advertisement media. Newspaper comes either as newsprint or online. Newspaper publishers have lately resorted to the two kinds of publication to meet the various demands of different readers (Mutter, 2010). The introduction of online version of newspaper has seen a significant drop in the readership of the print newspaper, and this trend is projected to continue into the future. This scenario which is almost inevitable and probably irreversible is generating big concern on the future of printed newspaper as well as newsprint advertisement. The printing of newspaper remains very important for publishers since it is responsible for the biggest volume of revenue for publishers, contributing nearly 90% of the total revenue for a newspaper company. Analyst are quick to point that any attempt to rid of print newspaper would simply through publication companies out of business since the advertising revenue will almost drop to 5%, if not zero (Mutter, 2010). However, the continued survival of print newspaper will to a great extent be determined by consumer demands, good state of an economy, and the interest of marketers to use newsprint ONLINE AND NEWSPRINT ADVERTISEMENT 20 advertising. It is predicted that with the diminishing economic prospects declining advertising revenue, there is a high possibility of a major drop in consumer demand for print newspapers. This is based on the fact that close to half of print newspaper readers are aged population who are statistically likely to pass out with time. The younger population is not found of print newspapers, and this habit will probably accompany them to old age. Unless this readership habit of the younger population changes, it is quite evident that the print newspaper readership will continue to shrink as the aged population slowly makes their exit, leaving the younger population that has already formed a habit of not reading the print newspaper (Mutter, 2010). Evaluation of Print Newspaper Print newspaper has conventionally been associated with a number of advantages, which have probably made it very popular. It is generally agreed that print newspapers have loyal readership, which makes it a powerful advertising tool as compared to internet. Print newspaper is considered very effective when a particular geographic area is being targeted; for example, when you want to notify people of about a forthcoming sporting event. For those who have information to convey, print newspaper is more flexible in terms of space as one is able to determine the size that would best suit his/her needs. Certain print newspapers enjoy many loyal fans, thus increasing their readership (Lad, 2009). On the other hand, print newspapers have certain disadvantages. Print newspaper generally has limited lifespan, meaning they are only available to the public for a single day after which they are withdrawn from sale. Print newspaper may not give a wide reach as compared with internet that has a global audience. Print newspapers have the limitation in terms of the ONLINE AND NEWSPRINT ADVERTISEMENT 21 audience who may actually read it, and certain copies may actually not be available on demand at all times (Lad, 2009). Evaluation of Online Newspaper Online newspapers tend to offer information to the reader much more quickly as compared to the print version. The online version is always available on the internet before the print version is on the streets. Online publications can normally be updated several times in a day with the latest news and happenings. Moreover, while print version is purchased, online newspapers are accessed free of charge. This makes it possible for a reader to use a wide spectrum of newspapers possible. Online versions enable users to make use of links to divide large units of information into more easily digestible portions, and to search information in the newspaper is also automated. Readers of online versions are able to archive articles on the computer, contact editors via e-mail, and use interactive games (Lad, 2009). The disadvantages attributed to online versions included the fact that they do not give detailed reports on all the subjects and tend to omit several sections found in the print version. This limits information available to the online reader. Reading from a computer does not convey the traditional experience of reading a newspaper, which is a key characteristic of print newspaper. During peak times when several users are scrambling to access news, the download times are very long. Online newspapers are characterized by so many links which are quite confusing instead of being useful, particularly the amount of research necessary and the need to constantly check the link address. One gets tired looking at the computer screen and it may take time to get used to them (Lad, 2009). ONLINE AND NEWSPRINT ADVERTISEMENT 22 Case Study: Star Online and Star Newspaper The Star is one of the leading English language newspapers in Malaysia. The statistics issued from the Audit Bureau of Circulation indicate that the print version of this newspaper has a daily circulation of nearly 950,000 copies while the Sunday Star records a readership of nearly 850,000. The publication is mainly owned by the Malaysian Chinese Association. The main competitors of this publication are The Sun and the New Straits Times, which are also published in English. The Star newspaper traces its history back in 1971, when it was first published as a regional newspaper in Georgetown. By 1976, the newspaper had gained national circulation in Malaysia, and established its headquarters at the country’s capital, Kuala Lumpur. The growth in business saw the company relocate to Petaling Jaya, where it is currently based (Star Publication, 2009). The company’s print newspapers, The Star Daily and The Sunday Star are published in five different editions. Two of the editions cover the northern eninsular states of Penang, Kedah, Perlis, Kelantan, and Perak. Two other editions cover the larger country. The Star Daily is divided into sections consisting of the Main Paper, StarBiz, StarTwo, Star Metro, and classified section. The features of the Main Paper are predominantly local and international news. The StarBiz is mainly concerned with trade and reports on market trends, financial reports, and stock market updates. On the other hand, Star Tw o mainly feature articles on entertainment, environment, science, lifestyle, and fashion among several others. Lastly, the content of Star Metro is varied and tends to focus more on the area of circulation (Star Publication, 2009). The continued demand by the publication’s readers saw the emergence of The Star Online, which is an internet version of The Star newspaper. This was in response to the persistent ONLINE AND NEWSPRINT ADVERTISEMENT 23 demand for an online version of the newspaper, and it finally made entry into the market in 2005. The company prides its strengths as a newspaper on the cornerstones of internet and media ventures. The Star Online and its many components are produced, managed, developed, and contributed to by the Star Division, The Star Online and Multimedia Newsdesk teams of The Star’s Editorial Department (Star Publication, 2009). Newsprint Advertisement Advertisement can be traced to the emergence of trading activities from very early days as evidenced by archeological artifacts drawn from different parts of the world. With the invention of the printing press in 1440 by Johannes Gutenberg who was a German Goldsmith, merchants were able to duplicate advertisements for their wares. By the late 19th and early 20th centuries, newsprint advertising had become the primary means for companies to communicate their sales and promotions to the consumers. This was mainly through media such as newspapers, magazines, fliers, posters, and billboards (Walker, 2010). Following the invention of printing press, advertisements became a common place in weekly newspapers and periodical journals. The items, which were mainly featured in such advertisements, included new machines, other print publications or reported the discoveries and inventions of the enlightenment era. The first newsprint to offer advertising space for sale was the French publication La Presse in 1836. This saw this newsprint being sold more cheaply, hence recorded increased readership and profitability. This move inspired other newspapers and magazines across the world to follow suit in this commercial strategy. In the contemporary newsprint, advertising designers are able to visualize highly creative commercials through digital image manipulation in order to make the biggest market impact (Walker, 2010). ONLINE AND NEWSPRINT ADVERTISEMENT 24 Newsprints still remain key advertisement medium for every business to such a point that it is hard to imagine doing business without advertising in a newspaper or a magazine. This is particularly important for small businesses that can hardly afford other media of advertisement. Paid-circulation newspapers have for long dominated the mass media market for advertisement as reflected in advertisement sales volumes. Newspapers are very popular with both multinational businesses and small-scale dealers. This is probably due to the fact that businesses come in three distinct forms namely local, regional, and national newspapers each targeting different audience according to its scope of circulation (Patsula Media, 2007). Advantages There are a number of advantages that print newspaper advertisements have over online advertisements. Print newspapers have very wide circulation as almost every home in the city subscribed to daily access of a printed newspaper. Where the advertisement is intended to reach audience only in a particular geographical region, print newspaper readily permits this. The printed advertisement benefits from both permanence and desired obsolescence. This means that a reader is able to refer back or even cut out a particular advert. Print newspapers have a predictable frequency of publication, either on daily or weekly basis, making it possible for advertisers to target days of wider readership for their adverts (Brassil, 2010). The immediacy that print newspapers have makes it possible for urgent advertisements to be responded fast, thereby producing urgent results. When deadlines are short, it permits quick responses to changing market conditions. Readers are already accustomed themselves to getting advertisements on print newspapers to an extent that a good number buys print newspapers just to read advertisements. At the same time, print newspaper reading has nearly become a habit for ONLINE AND NEWSPRINT ADVERTISEMENT 25 most people. Specific sector adverts can be very easily placed on the various sections of print newspaper such as sports, news, and classifieds to ensure the target is directly hit (Brassil, 2010). Print newspapers give advertisers a lot of flexibility both in size and placement. This means that production changes can be easily responded to whenever the need arises. Advertisements that are placed on print newspapers can be examined at leisure since the exposure is not limited, thus readers are able to take their time going through the message. Since placement on print newspaper can be tailored to a size that suits the budget of the advertiser, it is possible even for small businesses to place their small adverts at low costs. Print newspapers offer wide options to advertisers whether place their advertisements as copy only, copy with graphics, colored, or black and white. Finally, print newspapers features supplements which readers can easily pull out and save (Brassil, 2010). Disadvantages Advertising on print newspaper has not escaped its own set of shortcomings. Because of the large number of advertisements which are featured on the newspaper, any particular advertisement must compete for reader’s attention. This means that readers who only spend a few minutes reading the print newspaper may fail to capture the advertisement. At the same time, there is hardly a guarantee that everybody who reads the print newspaper will read the advertisements placed in it. This is because a print newspaper has several sections and not all readers read every section of the newspaper. The short lifespan, normally daily, that newspapers have forces advertisers to insert multiple advertisements even for a whole week so as to reach a good number of readers. This may be expensive particularly for small businesses (Brassil, 2010). ONLINE AND NEWSPRINT ADVERTISEMENT 26 Online Advertisement The revolution in information and communication technology has come with both opportunities and risks for the business community, particularly from the point of view of the traditionally-established media. Internet as a form of computer aided communication is equally unsure for the print media. The technical potential in advertisement that online newspaper offers surpasses that of the printed newspaper in several ways. Online newspaper is interactive multimedia for providing internal and external networks, while offering a selection of functions, possibility for regular updates, access to archives, rapid access to large number of newspapers, and being paperless, thus ensuring there is no problem of waste disposal (Neuberger, Tonnemacher, Bibl Duck, 1998). Advantages The economic constraints that businesses face on everyday basis often leave enterprises with very little money to spare on advertising. This is more common among the small businesses who often find themselves light in the pocket. It is therefore important to opt for an advertisement medium that give optimum output and minimal costs. Online advertisement is generally seen to be complacent in this line than the traditional newsprint advertisement. When online advertisements are on a pay-per-click basis, an entrepreneur only pays when a potential customer clicks on the advert and ends up on the entrepreneur’s website. This ensures that businesses only pay for leads that end up in their website as opposed to mass messages in the print newspaper that may or may not reach the target audience. There is therefore maximum return on investment for a business using online advertisement (Rogers, 2010). ONLINE AND NEWSPRINT ADVERTISEMENT 27 Online advertisement also works very quickly given the fact that the day that one gets started is the same day that results manifest. There is basically neither waiting period nor long startup process. Once an entrepreneur is ready to get started, he/she can very easily launch a successful advertisement promotion on a number of channels. This tends to produce quick results and the campaign can also be maintained for a longer period of time unlike print newspapers which have daily lifespan. Online advertisement enables businesses to target their markets more efficiently than print newspapers. This can be achieved through the use of social networks that an entrepreneur considers relevant to the campaign. Once these social networks are identified, a business can dig very deeply into their niche, enabling them to produce the maximum results with very little investment (Rogers, 2010). Advertising online has the advantage of giving elaborate and thorough statistics that enables a business to tweak and optimize their campaigns to the maximum. This is a total deviation from newsprint advertising when one can do very little to track the success of one campaign as compared to another. Online advertising avails quite a number of information just at a mouse click. With online advertising, an entrepreneur is able to monitor the number of people who visits the business website, where they come from, what they did once they were there, and many other details. Online advertisement also allows full control and analysis since one is able to manage how many times to show up in the search engines, thus make it possible to gain huge returns for the business (Rogers, 2010). Disadvantages One key disadvantage that is associated with online advertisement relates to advertising overload as there is incredible amount of clutter on most web pages. This arises from the fact that ONLINE AND NEWSPRINT ADVERTISEMENT every advertiser tries to draw the attention of web viewers, making readers have access to too much information which they can hardly digest. Under these circumstances, the web viewers normally choose to ignore the advertisements and this will lead to low rates of return. Also, online advertisement is still a new concept for many advertisement agencies, which simply cannot tell just yet which advertising method works best (Rogers, 2010). 28 ONLINE AND NEWSPRINT ADVERTISEMENT 29 CHAPTER 3: METHODOLOGY Introduction In research undertaking, the methodology section is one of the crucial areas to be tackled in a proposal document because it forms the basis of the results of research findings. A research can be faced with big challenges due to wrong choice of method used. To avoid this, good planning of the method is essential and in order to get reliable results. The issue of reliability establishes that a research should have the ability to show consistency in the results even after a study is repeatedly done by different researchers. Reliability in research study can also be enhanced through good structure of the methodology. When the correct data collection methods are used, proportional samples are collected, and the correct method of analysis is used, a research can achieve validity. Since this thesis is inductive in nature, it prompted the application of a qualitative methodology. This means that the views of newspaper publishers and advertisement experts have been given a lot of weight. This was done by administering both physical and online questionnaires as well as conducting in-depth interviews—each lasting nearly 45 minutes. Those interviewed had to be newspaper publishers, advertisement agencies, and general newspaper readers in Malaysia who have been in the sector for the last five years. Moreover, at the time of the interview, they were actively engaged in related media and general businesses. This ensured very rich data was gathered from persons with a wealth of experience. Data Collection Methods The key purpose of data collection was to ensure that a rich set of description was obtained. To achieve this, the interviews were transcribed in real time by the interviewer. The ONLINE AND NEWSPRINT ADVERTISEMENT 30 responses were then reduced and analyzed by adopting principles of data codification and clustering (Miles Huberman, 1994). This was supplemented by administration of questionnaires as well as comprehensive review of relevant literature. Sources The data gathered for this research is from a wide range of documentary sources relating to newspapers as advertisement medium in general as well as those specifically relating to print newspaper and online newspaper giving special emphasis to The Star Publications. These mainly included policy documents and academic and the non-academic documents. First, journals on newspaper advertisements were searched. Second, electronic databases were searched using key words like ‘newsprint advertisement’, ‘online advertisement’ ‘real The Star newspaper’ and ‘effects of online advertisement on newsprint advertisement. ’ Literature review included both conceptual and empirical works, with about 15 articles reviewed for this study. Interviews The interviews dwelt on the following areas: ? The considerations when choosing advertisement media ? The relationship between newspaper readership and circulation and advertisement impact ? The means of promoting advertisement on both print newspaper and online newspaper so as to enable business reap maximum benefits from these advertisement media ? What the future holds for print newspapers and online newspapers, with emphasis on The Star Daily and The Star Online. ONLINE AND NEWSPRINT ADVERTISEMENT 31 Questionnaires A questionnaire survey of the newspaper publication sector was conducted to understand the aspects of print newspaper and online newspaper advertisements in Malaysia. The survey was explanatory in nature as the objective was to gain insight on the effects of online advertisement on newsprint advertisement. The questionnaire was administered to nearly 100 Malaysia entrepreneurs, 100 Star Publication readers, and over 100 advertisement experts. The set sent to the entrepreneurs and advertisement experts included a cover letter, which explains the purpose and need for the study, the questionnaire document, and a prepaid reply envelope. Letters reminding the respondents of the questionnaires were later sent to those who had not responded within the three weeks duration. Case Study This thesis involves classical use of case studies to gain a deeper insight through the application of a set of ideas. A multiple case study approach helps in developing a theory which is better grounded, more accurate, and more generalized (Eisenhardt Graebner, 2007). Case studies are introduced to test the possible effects that advertising in online newspapers could have on advertising on print newspapers, and the users’ adoption of one over the other. The use of case study is important in practical testing of theories with practitioners in real life situation. The case study organizations are selected based on the idea of theoretical sampling. This is because when it comes to building a theory, theoretical sampling tends to be preferred as compared to generalized concept found in statistical studies. This means that the cases are chosen for theoretical and not for statistical reasons (Schroeder, Linderman, Liedtke Choo, 2008). An analysis has been developed on how the use of online advertisement is steadily gaining popularity among entrepreneurs in Malaysia, and particularly the use of The Star Online. ONLINE AND NEWSPRINT ADVERTISEMENT 32 Survey Analysis From the nearly 100 questionnaires that were mailed to entrepreneurs, 85 were returned. This represented an 85% response to the questionnaires. However, those that contained usable data were only 70, thus a satisfactory response rate can be said to have been reasonably attained. From the 100 questionnaires administered to advertisement experts, 80 were duly completed and handed over. From these about 74 contained usable data representing nearly 80% response rate which can be considered satisfactory. Ninety-five out of the 100 readers of both versions of The Star duly responded to the questionnaires and all had useful data. Chart 1 Treatment of Data In research, the data collected need to be synthesized in order to make sense with regard to what is being studied. The data from the questionnaires in this research were analyzed extensively to retrieve the information contained in them (Zikmund, 2003). The triangulation method for data analysis and interpretation was used to interpret the data collected, basing arguments on grounded theory (Dick, 2000; Knafl Breitmayer, 1991). In addition, the information obtained from the case study were analyzed individually and thereafter, a comparison was made between the different data sources. ONLINE AND NEWSPRINT ADVERTISEMENT 33 Research Limitations The main limitation that may be pointed out in this research is the use of a single case study. However, it is also true that online advertisement is still a recent concept that has not gained much popularity among entrepreneurs. At the same time, the single case approach has weight in the sense that it allows the achievement of a comprehensive analysis. Some of the information have also not been validated through multiple case analyses so as to provide a solid and practical basis for understanding the effects of online advertisement on newsprint advertisement. Rigor, Validity, Reliability, and Ethics The four categories of quality management in research were highly considered. These include validity, reliability, ethics, and rigor (Zikmund, 2003). Reliability of a research is its ability to demonstrate consistency in results; this was achieved through the control of sample by stratifying the population to get a more representative sample. On the other hand, validity is the ability of a scale to measure what it is intended to measure but not going beyond the topic of the study. The triangulation method was used to control this aspect in the thesis. Ethics involves adherence to the norms accepted in gathering of information and this has been ensured by providing secrecy on the information collected from the entrepreneurs. Lastly, the rigor of the research was directed toward efficient sample size in a critical facet in any investigation. The main purpose that a researcher utilizes a sample is to reduce the charges and to collect important data faster (Zikmund, 2003). ONLINE AND NEWSPRINT ADVERTISEMENT Human Rights Protection The people who were interviewed were assured of their confidentiality. In addition, the information gathered ensures the people’s privacy. The entrepreneurs and their businesses will have their rights protected. Research Schedule/Timeline This research took a period of eight weeks. This is considered an ideal timeframe given the busy schedule of some of the subjects who were to be interviewed and have granted appointments at later dates. A detailed summary of the work plan for the research has been tabulated below: Table 1: Work Plan Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Research proposal Preliminary literature review search Literature review and writing Interviews Case study collection Interview editing, coding and interpretation Report interpretation Report writing and presentation 34 ONLINE AND NEWSPRINT ADVERTISEMENT 35 CHAPTER 4: RESULTS Research findings indicate that The Star Online is not yet well explored as regularly as The Star Daily print version. According to the survey, only 41% of the users of The Star Online read it daily, as opposed to the 60% who read The Daily Star daily. Chart 2 Seventy percent read The Star Online edition several times a week, while 80% read The Star Daily several times a week. Only 5% of online users say they never read a print version. Online newspapers are read less frequently and also for shorter periods than printed newspapers. Four out of five users (81%) spend less than an hour reading The Star Online on days when they read it. Only 35% of print readers spend such a short time on it. About one-third of the readers of both The Star Online and The Star Daily were unwilling to pin themselves down to a particular time of day for reading the paper. One in four (25%) said they read The Star Daily between 5 and 9 a. m. The main time for reading The Star Online is around 6 p. m. (38%)—this is the time preferred by users of the online edition, which can be read ONLINE AND NEWSPRINT ADVERTISEMENT 36 on the evening before the printed version appears or which are updated several times in the course of the day. In The Star Online version, the classic sections of the newspaper are the most frequently used. The section Local News is also highly popular. One in three readers of the online version uses the archive frequently (32%) and only about one-third of users did not read the small ads (37%). Items with entertainment value or with feedback possibilities were not very popular. Clear differences emerged between the different kinds of versions, and this only shows that preferences are transferred from the print media to their online equivalents. Proof of this is the strong interest in Local/Regional Affairs of Internet users of local and regional newspapers or the importance attached to up-to-date information on politics and business matters. A number of questions dealt with the comparison of the information content of The Star Online compared with The Star Daily. Compared with the print version, the online newspaper was rated 45% of the respondents as providing more expanse of information, while only 30% voted in favor of the print version on this criterion; 20% rated both versions on this count. The smaller size of The Star Online compared with The Star Daily may be the reason that the print newspaper was rated by considerably more respondents as providing greater scope of information. Chart 3 ONLINE AND NEWSPRINT ADVERTISEMENT 37 Regarding finding information in the paper, the position is more positive for The Star Online: 50% of users stated that they could find their way around just as well as in The Star Daily, while 20% were able to find their way around the online version better. With regard to entertainment value, 40% of users found The Star Online just as good as print version, 35% of users rated print version better and 27% favored online version. What about reader loyalty? About 65% would have chosen The Star Daily and just fewer than 30% would have preferred The Star Online, if only one of the versions had been available. The decision in favor of the print version was based on its portability, while the advantages of the online version were seen as being its accessibility from outside the normal circulation area and the avoidance of unwanted paper. The main advantage, however, in the eyes of the respondents was that online newspapers are normally provided free of charge. It is therefore not surprising that only 35% of users would be prepared to accept a charge. Out of these, 80% stated that they would only be willing to pay for online newspapers if they were cheaper than print newspapers. Only 1% of those users willing to accept a charge could imagine paying more for online newspapers. Apparently, then, users are not willing to pay for the advantages of online newspapers. ONLINE AND NEWSPRINT ADVERTISEMENT 38 CHAPTER 5: DISCUSSION The case study of Star Publications shows that online newspaper users base their activities and/or expectations on the print newspaper and use or design their product accordingly. The online user knows what to expect of a site as the online version retains the name of the printed version, use a similar layout, and similar contents. Moreover, the positive image of a paper can be transferred to the internet. On the other hand, too strong orientation toward the printed original could mean that the possibilities offered by internet technology are not fully exploited—that copy is simply lifted from the printed version. Given such trends toward the future consumption of newspapers, it is clear that online newspapers are steadily taking over the readership of print newspapers. This has the potential of influencing the choices of advertisement media, which entrepreneurs will be making regarding print newspapers or online newspapers. The concern for newspaper publishers would be about the timeframe for which their print newspaper audience would be big enough to justify such huge investment toward publication and distribution of print newspapers. Similar concern would be to entrepreneurs and businesses which still rely heavily on print newspaper for their advertisements. Are they likely to continue using print newspapers for their advertisements or the trend would most likely shift toward online newspapers? The introduction of charges for use seems scarcely possible—at least not as long as the same or similar information is available on the Internet free of charge. The doubts of the advertising industry may evaporate as the Internet becomes increasingly widespread and commonly used (Mutter, 2010). ONLINE AND NEWSPRINT ADVERTISEMENT 39 CHAPTER 6: CONCLUSION AND RECOMMENDATIONS Major Conclusions It would be quite wrong and misleading to rule out the future of print newspapers as advertising media just because of the increased use of online advertising. The reality is that paid circulation newspapers like The Star and Sunday Star still remain very popular advertising media for both local and international businesses. Print newspapers are the most aged forms of mass media, and will thus continue to be dominant in this field, recording big volumes of advertising revenue. Multinationals and local convenience store will continue to depend on print newspapers for their advertisements. Print newspapers are found in each and every community worldwide and readers are very fond of them (Brassil, 2010). Both online and newsprint advertisement have their characteristics which show strong and weak points. This explains why despite the perceived decline in readership of print newspapers, a scan through a print newspaper will reveal a number of businesses that continue to place their advertisements on daily basis. The continued presence of advertisements on newsprint clearly indicates that it still works as a very effective advertisement medium. Although printed newspaper no longer enjoys exclusive monopoly as the predominant source of news, it is clear that they still remain a strong factor in their specific sphere of influence, and online advertisement is not about to edge it out (Brassil, 2010) Recommendations 1. Entrepreneurs should highly consider using both print and online newspapers for their advertisements since both have reasonable number of loyal readers. ONLINE AND NEWSPRINT ADVERTISEMENT 2. When placing advertisements on online newspapers, designers should avoid putting a lot of emphasis on feedbacks since readers rarely give them attention. 3. Advertisements on both versions of newspapers should be critically placed on segments that are frequented by readers so as to attract their attention with ease. 4. Links placed on online newspapers should be more easy to use so that readers can easily navigate through the paper. 5. Most advertisements that target younger persons should be preferably placed on online newspapers while those targeting older people should be placed on print versions.