Swatch Marketing Stratagy

Competitive analysis It is the vital part of marketing . its purpose is to determine the strengths and weakness of the competitors within the market. Porter’s five forces analysis for swatch can be interpreted as follows, New entrants-Strong brand reorganization and customer loyalty- swatch is a popular brand among customers substitution. But as swatch products are simple, accessible, playful and colorful and different parts coat very low , so swatch can be attacked by new entrants. Substitution – Many brands provide with range of similar styles. everal Chines and Japanese companies manufacture low price watches with similar style or design. -The thread form counterfeit product- some electronic devise can be used to get the time ,like cell phone, iphone or ipod. Buyer power – It is high in this industry simply due to the presence of so many competitors selling the same products. It is only different in price and consumers loyalty. buyer bargaining power depends o n some criterias such -as price – swatch has lower and reasonable price, quality is high , style— color full plastic watch, different design for different occasion .As swatch has lot of competitors so buyer has high bargaining power. Bargaining power of suppliers Swatch watch components are usually made in low labor cost countries with a low to medium quality and they are assembling in Switzerland. So suppler do not have strong influence . so lot of suppliers are involved and bargaining power is low. Overall intensity of rivalry— -intense competition within a very crowded market. Japanese company sicko has a big market in the world with low price and low production cost. Or Chinese watch like have also competitive benefit in the markets.Marketing Strategy Mission Swatch’s mission is to offer low cost, high quality, and accurate watch with synthetic material. Marketing Objectives – Become the creative and innovative leading brand in global market . – Establish strong brand image in the mind of consumers . Financial Objectives – Increasing sales by 2012 to 8 billion. – The Swatch Group’s gross sales grew 14. 4% June 2012 . Segmentation and Targeting Segmentation is to divide a market into distinct groups of buyers with different needs, characteristics of behavior, who might require separate products.They considered some factors such as Geographic: No particular segmentation as Swatch is sold all around the world Demographic: Gender: male and female In 2007, 11. 1% of women bought watches for self, while 9. 3% went to men. 5. 3% of women bought watches for someone else, while 3. 4% went to men. Age: 15-19, 20-24 and 25-34In terms of amount of people who purchased watches during 2007, The first age group accounted for 23. 4%; The second age group occupied 18. 1%; The third age group had 16. 9%. They also making watch for kid. Psychographic: Lifestyle:People that exhibit an urban lifestyle or they are p assionate about fashion and follow new trends, Personality Spontaneous, impulsive, extrovert people, people usually motivated by sentiment and the ones that do not think twice before they buy . Behavioral: Loyalty status: High loyal user pool that is maintained through frequent offering of new designs – Attitude: At least positive attitude to new products. Buyer readiness: Impulsive audience, receptive to buy after a new launch – Occasion/seasonality: There are 2 launches per year in order to follow the trends in the fashion world.Targeting -With low price and high quality, Swatch is targeting to this customer segment that seeks a good and reasonable compromise between price, quality and stylish design. -They focus on working women age rage 24 to 35. It is clear that female purchasing goods for themselves more than male and they take the lead in the whole market. as well as lifestyle, women willing to spend more on themselves. – They also target people base on m arriage status like single and married person who are more established in independent and lifestyle. PositioningTheir high quality but low price makes customers move to multi-ownership across a range of looks and price points. Strategic Options & Strategic Choice Swatch has a strong brand image and customer loyalty. In order to maintain and take advantages of such strengths, Swatch should adopt the market-penetration strategy which means to sell existing products into existing markets with the objectives of securing the dominance of current market and increasing market share from current products. If they cut their products price it may damage the reputation and reduce their profit or if hey develop a new product it might cost much money and time to do market research and product test . Marketing Mix Decision Swatch marketing mix is made of the following four aspects: Product – Customization — to personalize the watch to fit customers taste and make it more unique â₠¬â€œ Special features emphasize more special and limited edition for a youthful, innovative and exciting look. Price – Premium price — to reflect the exclusiveness, limited and high quality of the product; Place -To open duty-free shops in the airports such as Gatwick and Birmingham airport.Promotion They use effective promotion strategy to create new market. – Celebrity endorsement — to invite Leona Lewis and use her image -Advertising — Print and broadcast ads/Posters and leaflets/Billboards – Direct & Interactive marketing — E-mails/mobile messages/ Web sites and – iPhone or iPad apps to watch their new collection and new events. – Sponsorship big sporting events such as the Olympics. -They provided online sales in different countries- London, mala. – To put banner on the Internet such as Face Book To increase brand awareness and standard of retailing capability they set up Tech-Airport Company to display its v ariety brands in air port, know as tax free stores. Like international airport in France. – Omega was the official timekeeper of the Olympic Games in London and also feature in the new James Bond named-SKY FALL. Recent campaigns Following campaigns were recently pushed specifically for swatch watches Color Codes—This collection is a 80s throwback to the swatch watch history. This product is monochromatic but come in multiple colors.Fashion magazine designers are asked to participate in a contest, in and asked to design spreads to promote the product line with the theme â€Å"how do you wear it†. Consumer started voting for the best spread. Additionally facebook campaign in which consumers uploaded pictures of themselves wearing swatch watches, allow a winner to win all 20 color Code watches. There are other campaigns called â€Å"Swatch Snowpass/ access†, â€Å"CreArt† â€Å" Street Club†. Distribution channel—- Swatch group created i ndependent distribution channels , its distributors are spread widely in Europe, Americas , Oceania, ,Asia, Middle East and Africa ..Retailing strategy– Swatch group created several retailing strategies to keep close contact with customers. Monobrand stores connecting with all the fashion shopping centers in the world including Paris Milan and London, New York city and Beijing , Shanghai and Hong Kong in Asia. Tour million boutiques in the world to retail famous brand watches they have. They majority of boutiques are in the Europe, 2007 they opened large tour million boutique in Beijing in China. Some other boutiques are controlled by local country, swatch use those stores to sell their single products.As a result In the first half of 2012 swatch’s sales were up 14% aided by expansion of its distribution and retail network. That why the Group continues to invest heavily in production. Approximately 40% of the investments in this segment go toward the expansion of capac ities, approximately 50% toward new production technologies and new products, and approximately 10% toward the replacement of existing capacities. Global market To lead the golbl market company follow some stratagees– -Must have style -Must be priced competitive -Must be cheap to make -Be durable A technological lead. All those elements enable the swatch to expand business in overseas and attacked customers from countries with different preference and abilities. Manufacturing centers located all over the world mainly Switzerland, German, France , Italy , the U. A , virgin Islands, Thailand, Malaysia and china. Training center—They focus also remains on the further education and training of employees or watchmaker at the various training centers in Switzerland and abroad. There are now five schools located in  (China),   (Malaysia), (Germany), and in Miami  (United States).There is also a partnership arrangement with the British School of Matchmaking  in Manches ter. CUSTOMER Swatch group concentrated emotional value of the customers, 1. INDENTIFY CUSTOEMRS-To identify customer , swatch always carry out extensive research and analyses patterns of consumer, behaviors and life style, Swatch that completely changed the concept of the wrist watch that why watches becomes a fashion accessory first and a watch second. 2. SEGMENTATION- Swatch makes segmentation base on age , gender , personality , lifestyle. 3. CONVY THE NEED OF CUSTORS-emotional value lies into why a particular product is desired or not desired.They recognized that it is important to manufacture goods that will persuade the consumer to purchase particular brand. Consumer’s opinion and consumers find swatch has â€Å"great quality, cool, timeless and durable. For some people swatch watches â€Å"bring back memories† and they are also a great gift or versatile. fashion conscious consumers collects a dozen or more , as swatch are sold as fashion accessories, consumers are encouraged to buy more than one to match with different set of clothes or lifestyles . The average swatch customers in Britain today own three different models.

Autobiography Essay

As a child, I suffered hardships in many areas of my life, so much so, that even as a young child, I knew my life was considerably different than other children my age. While most children were carefree and out playing, I was inside cooking for myself, cleaning up the house, or watching after my mother. These were normal duties for me and had been for the past 2 years. My mother was in the prime of her addiction and nothing else in life seemed to matter except her drugs and her next high. I did what I had to do to take care of myself, my home, and my mom. I always believed she would wake up one day and realize what she was doing and make things right, end all the madness that my life had become. Norman Vincent Peale once said, â€Å"In every difficult situation is potential value. Believe this, then begin looking for it. † The potential value, the opportunity came looking for me. The Department of Family and Children Services showed up at my house when I was 9 years old. A new neighbor had called and complained that my mother was not fulfilling her duties as a mother and that they were worried about me. DFCS placed me with the Nelson Family, a grounded, stable, and devoutly religious foster family that promised to give me a better life. They were part of Winshape Homes, an organization of foster homes that was founded and supported by Truett Cathy, the founded of Chick-fil-a. Rosemary and Rob, my foster parents, were licensed to have up to 15 children at a time in the household, so I viewed them as experts at raising kids. They showered me with unconditional love and showed me what a â€Å"real† family was all about. Even with 12 other siblings in the household, they took care of our individual needs, loved us the way we needed to be loved, and taught us everything they could. I spent 9 wonderful years with them before I graduated high school and moved onto college. I was dealt a bad hand, so to say, as a child, but I wouldnt change anything in my past. Everything I went through made me stronger, helped me to appreciate what I have, and has taught me to not take things for granted. My mother was never there for me but I am an awesome mother to my children because of her. I am thankful for the family I have now and I am grateful that I have lessons and wisdom to teach my kids. There is always a light at the end of the tunnel, but you have to make it through the tunnel before you see the light.

Benny, the War in Europe, and Myerson’s Daughter Bella Essay

When Benny was sent overseas in the autumn of 1941 his father, Mr. Garber, thought that if he had to give up one son to the army, it might as well be Benny who was a quiet boy, and who wouldn’t push where he shouldn’t; and Mrs. Garber thought: â€Å"my Benny, he’ll take care, he’ll watch out;† and Benny’s brother Abe thought â€Å"when he comes back, I’ll have a garage of my own, you bet, and I’ll be able to give him a job.† Benny wrote every week, and every week the Garbers sent him parcels full of good things that a Jewish boy should always have, like salami and pickled herring and shtrudel. The food parcels were always the same, and the letters — coming from Camp Borden and Aldershot and Normandy and Hol ­ land — were always the same too. They began — â€Å"I hope you are all well and good† — and ended — â€Å"don’t worry, all the best to everybody, thank you for the parcel.† When Benny came home from the war in Europe, the Gar ­bers didn’t make much of a fuss. They met him at the station, of course, and they had a small dinner for him. Abe was thrilled to see Benny again. â€Å"Atta boy,† was what he kept saying all evening, â€Å"Atta boy, Benny.† â€Å"You shouldn’t go back to the factory,† Mr. Garber said. â€Å"You don’t need the old job. You can be a help to your brother Abe in his garage.† â€Å"Yes,† Benny said. â€Å"Let him be, let him rest,† Mrs. Garber said, â€Å"What’ll hap ­ pen if he doesn’t work for two weeks?†Ã‚  Ã¢â‚¬Å"Hey, when Artie Segal came back,† Abe said, â€Å"he said that in Italy there was nothing that guy couldn’t get for a  couple of Sweet Caps. Was he shooting me the bull, or what?† Benny had been discharged and sent home, not because the war was over, but because of the shrapnel in his leg, but he didn’t limp too badly and he didn’t talk about his wound or the war, so at first nobody noticed that he had changed. No ­ body, that is, except Myerson’s daughter Bella. Myerson was the proprietor of Pop’s Cigar & Soda, on Laurier Street, and any day of the week, you could find him there seated on a worn, peeling kitchen chair playing poker with the men of the neighbourhood. He had a glass-eye and when a player hesitated on a bet, he would take it out and polish it, a gesture that never failed to intimidate. His daugh ­ ter, Bella, worked behind the counter. She had a club-foot and mousy hair and some more hair on her face, and although she was only twenty-six, it was generally supposed that she would end up an old maid. Anyway she was the one — the first one — who noticed that the war in Europe had changed Benny. And, as a matter of fact, the very first time he came into the store after his homecoming she said to him: â€Å"What’s wrong, Benny’? Are you afraid?† â€Å"I’m all right,† he said. Benny was a quiet boy. He was short and skinny with a long narrow face, a pulpy mouth that was somewhat crooked, and soft black eyes. He had big, conspicuous hands, Thich he preferred to keep out of sight in his pockets. In fact, he seemed to want to keep out of sight altogether and whenever  possible, he stood  behind a chair or in a  light so that  people wouldn’t notice him — and, noticing  chase him  away. When he had failed the ninth grade at Baron Byng High School, his class-master, a Mr. Perkins, had sent him home with a note saying: â€Å"Benjamin is not a student, but he has all the makings of a good citizen. He is honest and at ­ tentive in class and a hard worker. I recommend that he learn a trade.†

The Application of Bowan's Strategy Clock Used To Assist Organization Essay

The Application of Bowan's Strategy Clock Used To Assist Organization in Making Strategic Choices - Essay Example This research will begin with the statement that achieving a competitive advantage over rivals is perhaps the most important business strategy that business houses wish to achieve. In almost every industry including the retail sector, competition among rivals is very high. According to the views of Michael Porter, there are primarily three different strategies that are employed by organizations, namely product differentiation, cost leadership and market segmentation. Michael Porter’s generic strategies have been widely debated over exact meanings of the terms proposed by him. It was for this reason that the strategic clock model developed by Bowman and Faulkner has been widely employed to describe ways in which a firm can have the competitive advantage over its rivals. Tesco is the third largest retail store chain globally and the largest in Britain. The origin of the business can be traced back to 1929 when the first store was opened in Britain. In less than thirty years from commencing its operation, Tesco had become one of the most prominent food retailers in entire U.K. Since the 1990s, the company had begun venturing out of U.K. as well as diversifying the products offered. Presently, the company operates in 12 countries across three continents, namely North America, Europe and Asia. During its initial days of operation, Tesco had focused on aspects of grocery retailing. However, with time, the business had expanded from food retailing to include a wide range of products and services. Some of the products and services offered by Tesco include retailing of electronics, books, clothing, petrol, and furniture. The services offered include renting out of DVDs, financial and telecom services and internet services. Tesco had showcased innovation not only in types of product offerings but also by developing the new concept of stores. Some of the diversified store structures that have been introduced by the organization over time include Tesco Metro stores specifically to meet requirements of local shoppers based in metropolitan areas; and Tesco Express, which is a petrol station based store for the convenience of customers.

The Emancipation proclamation Essay Example | Topics and Well Written Essays - 1000 words

The Emancipation proclamation - Essay Example The declaration settled the state’s aspect towards complete abolition of slavery. Although Lincoln, the President of the United States, gave the directives to release all the African American slaves, it was only the beginning of the end of slavery. Slavery was taking place in all states, in the United States before the declaration. America by the dates of the Emancipation Proclamation was approaching its third year in the civil war. The declaration of freedom to all African American slaves had an instant and weighty effect on the progress of the war. The proclamation by President Lincoln had been carefully anticipated because he had proposed the idea to his cabinet several months before its announcement. The emancipation of Proclamation was a declaration to free all African American slaves, but it was unsuccessful, it was only the beginning of the end of slavery. The declaration saved the Union since freeing the slaves, then became a certified war target because it gathered passionate responses from both the South and the North. The proclamation led to the ending of the civil war that was taking place. As a result of the proclamation, African Americans were allowed to join the Union’s armed forces that saw almost 200,000 African Americans joining to uprightly serve in the armed forces by the end of the civil war. As time progressed, the Whites put the African Americans through other forms of slavery. This is because the Emancipation Proclamation had been limited in several ways. The declaration only applied to the states that had withdrawn from the Union, leaving slavery intact and untouched in those states that were loyal. It also deliberately excused parts of the Union, which had come to be controlled by the North. The proclamation had been made, but it was so sad when it was realized that its validity depended on the military trium ph of the Union (NA & RA 2014). The Emancipation Proclamation might not have ended the African

Career Assistance Research Paper Example | Topics and Well Written Essays - 250 words

Career Assistance - Research Paper Example The two documents are different in that a certificate is mainly used for verification while a license is used to define the terms and conditions of an agreement. In business for instance, one needs to have a license in order to install a business, as well as have a certificate indicating that he is the rightful owner of the business. With the current changes being experienced in our contemporary societies, technology is the way to go. Technology makes works easier which saves time at the same time brings about satisfaction of both the service provider and the recipients (Venable, 2010). Human resource managers should ensure regular update of their employees into new technologies. This is because it enhances efficiency as well as improves employee productivity. For example, computers have simplified data analysis as compared to the manual analysis of data. Moreover, technology has been highly linked to innovations which play a major role in career development. Internet services that are a result of new technology enable employees to further their skills through research, which can also enable them to come up with new discoveries (Venable, 2010). Consequently, it can be said that managers who empower their human resource technologically provide them with a favorable environment of developing their

Finale Paper Rough Draft Assignment Example | Topics and Well Written Essays - 750 words

Finale Paper Rough Draft - Assignment Example . and I will obey every law or submit to the penalty† (Chief Joseph, 1879). In search of new lands and natural resources, such as gold, â€Å"new† Americans invaded the territories settled by Indians which caused endless wars and isolation of the latter. Nevertheless, if in 19th century the Indian-American interaction was largely armed and conflict in nature, 20th century has brought new perspectives and possibilities to make it smoother and more legal, moving from the battles on the fields to activities in the official organizations. In this paper we aim to discuss six main events in the history of Native Americans, how they evolved since 1867 till now, and their role and impact in the US society in general. We believe that the most significant events were the Great Sioux War (1876 – 1877) as it marked the end of long-lasting military struggle between Indians and â€Å"white† Americans; 2) Dawes Severalty Act (1887) according to which it was planned to destroy the tribal system of Native Americans with its community ownership by giving every Indian a piece of private land (160 acres) and â€Å"further encourage Indians to dissociate themselves from the reservation system and to assimilate into white society (Fritz, 2005); 3) â€Å"Ghost Dance† of Wowoka (1890) who called Indian people for return to their native culture and way of life; 4) Indian Reorganization Act (1934) as it reversed Dawes Act and returned self-administration on the tribal basis to the Native Americans; 5) foundation of N ational Congress of American Indians (1944) that stood against the termination and assimilation policies pursued by the US government in reference to Indian authorities disregarding their treaty rights and sovereign status; 6) American Indian Movement (1968) which emerged to protect Native Americans indigenous rights and interests and â€Å"to free Indian people throughout the Americas from white man’s oppression and

Controversy Analysis Essay Example | Topics and Well Written Essays - 1250 words

Controversy Analysis - Essay Example Notably, Zhang (2011) identifies that china sits on the world’s most underdeveloped resource of shale gas. Significantly, China has adopted the above drilling technology in order to replicate US’s victory in utilizing unconventional energy. Considerably, the debate rests on safety and the suitability of the technology in china. That is, whether china has conducted an efficient situational analysis before embarking on fracking process (Zhang 3). It is worthwhile noting that, China hopes that shale gas can change her the same way it has transformed the US boom. However, currently there is little production commercially; hence, the 6 billion in cubic meters of shale gas target by 2015 seems impossible according to experts. The insufficient experience among some firms in exploiting shale will create a significant challenge to mine the gas. Additionally, if the firms cannot deliver the country has to struggle to diminish its reliance on expensive oil and gas imports. Moreove r, the action winner must buy in the proficiency they require; hence, offering the scene of worthwhile contracts for specialist firms for the fracking technology to mine the gas. Notably, Zhang (2011) identifies that the initial shale auction in the past two years was under the dominance of key state energy firms in china (Zhang 5). The second action witnessed the entrance of myriad firms, a, electric group that entailed a developer of real estate, a trader of grain, and a dealer of tobacco, enticed by subsidies of gas and assisted by funds access. The bidder’s profile reflected the fever pitch out off shale, as well as its potential along with the government’s efforts to imitate the circumstances that underpinned the US revolution of shale; competition among a number of autonomous drillers. Significantly, they will have acquired insignificant data regarding the blocks, the costs of the well’s exploration and the costs of the development process. Mainly the firm s are merely driven by the forces of entering early in somewhat a huge market. It is significant emphasizing that, the potential in china is clear. Significantly the government has put technically remunerable shale gas reserves at about 25 tcm. In comparison, the US Agency on energy information puts it at about 36.1 tcm, both of which are langer compared to US reserves which are estimated at around 24.4 tcm. However, the shale deposits in china are significantly found deeper underground compared to the ones in the US and there are more scattered reserves; hence, making it complex to acclimatize the technology that has delivered in the US to the geology of china. Notably, the key oil firms like PetroChina, as well as Sinopec working on what are regarded among the excellent prospects have made slow progress. Considerably, Zhang (2011) identifies that by the year 2012 they had drilled over 60 wells of shale especially around the Sichuan basin, although PetroChina had produced merely ov er 11 mcm in its key area by the month of November same year. Notably, the work for the winning companies in the second auctions is made significantly difficult by the problem of insufficient potential in the offered acreage (Zhang 4). Background Companies such as RSDSA and Petroleum corp. of china have started drilling shale gas in Sicuan. Notably, the above- mentioned province is seismically active, a process which increases the risk of causing quakes.

Business Ethic related to Kraft Essay Example | Topics and Well Written Essays - 750 words

Business Ethic related to Kraft - Essay Example Making enticing advertisements for children about unhealthy eating is unethical. This, in essence, is taking advantage of the minors to achieve business objectives. Several moral principles are relevant to the case study analyzed in this paper. According to Weiss (24), moral principles can play a great role in enabling a business to make informed choices that balance economic interests and social responsibility. A major moral principle that is related to the case study is the principle of common good and community. This moral principle indicates that individuals grow and achieve fulfillment in a community setup. As a result, their social life is greatly influenced by their relationship with other individuals in the community. Giving of wrong or inadequate information to people in the society violates this moral principle. This is because it is an exploitation of the other people in the society for one’s own benefits. The company in this case study violates this moral principle by giving wrong or inadequate information in its advertisements. Children below a certain age are not allowed to make major decisions about their lives. Parents or guardians are the ones who are supposed to make decisions on their behalf. The other moral principle relevant for this case study is treatment of every individual in the society with honor and dignity he/she deserves. Advertising to little children below the age of twelve is failing to treat them with dignity and honor. This is because children are not able to make good decisions related to their health. Therefore, advertising foods to them is like taking advantage of their state and position. This is contrary to the requirements of the Catholic Social Teaching (CST). Moreover, it is contrary to the expectations of the society. Therefore, this is a moral principle that is frequently violated by organizations like

Pricing strategies of Apple Essay Example | Topics and Well Written Essays - 1500 words

Pricing strategies of Apple - Essay Example The price strategy for Apple majorly lies in the fact that they endeavour to sell great phones and products at a lower cost. It therefore offers a small number of products with a focus on the high-end market while giving priority to profits over the share of the market and creating a halo effect that makes people continuously attracted to its products. Apple ensures that when it is pricing its products, it adopts strategies that in relation to the market forces unlike the usual minimal pricing of products in the market place. Therefore, the prices are made in such a way that at times it is two times what its competitor’s charge, which it gets away with through strategies in how the product is implemented. The justification for the higher price of the products y Apple is the fact that it builds beautiful products that are attractive to the consumers and have features and benefits that the competing companies cannot match. Apple strives to create a demand for its products through differentiation, which entails having attractive and unique products to the consumers, and this enables it to have total control over the prices. Apple maintains a higher price for its products which keeps away its competitors in check helps it maintain its margins in terms of profitability (Spencer, 2013). Through the focus on customers that are likely to buy at the premium prices and maintaining it at that level, the company sets a level at which its competitors must also set its prices in the market. Apple therefore offers its products at premium prices by creating a premium product which is of high quality as indicated by the features in the products which translate to a lot of value for the price which helps shore up the profits. For instance, Apple raised the price of the latest iPad Mini by sticking on its high-end pricing strategy with the sole aim of maintaining the profit margins. The new

Chinese Somatic Science Essay Example for Free

Chinese Somatic Science Essay In 1984 when the Japan-France symposium was held, scholars of religion, medicine and psychology were gathered from both sides, and they engaged in discussion in order to promote the movement of New Age Science. I included a suggestion, made from the Japanese side, presentations on Traditional Chinese Medicine (TCM), Parapsychology, Eastern martial arts and their demonstrations. In the martial arts demonstration there was included the performance of a technique in which a master martial artist, by emitting ki-energy (chi-energy), makes opponents, who are spatially distanced from him, fall down. This technique is called â€Å"distant hitting† [to-ate: é   Ã¥ ½â€œÃ£  ¦], and it became a conversation piece, attracting people’s attention. As a result, many q(g(ng (Chi-gong) masters came to visit me. I studied their techniques, and experienced ki-energy as a subject of their q(g(ng techniques. Afterwards, I went to China to learn about its actual situation. While I was staying in Beijing in 1997, the Chinese Society for Somatic Science (CSSS) was established. The leaders of this society came to see me with a request to make efforts to propagate q(g(ng in Japan. In the following year, I invited scholars and q(g(ng masters from China and held a symposium â€Å"Ki (Chi) and Human Science† in Tokyo.[i] At about this time, a q(g(ng boom was being generated. After this conference, I went to China many times to investigate and study q(g(ng. I will introduce its fundamental ideas, while incorporating my own opinion. Chinese Somatic Science focuses on the three fields of traditional Chinese medicine, q(g(ng and special abilities as its main objects of research. â€Å"Special abilities† refer to what parapsychology calls psi-ability (paranormal ability). A central focus in each of these fields is ki-energy as the object of research. Traditional Chinese Medicine understands the fundamentals of the human body’s organization by means of the network of meridians. Meridians are channels of energy which circulates in the interior of the human body. However, they are an invisible system which cannot be discovered by dissecting a corpse. In other words, they are a system unique to the body that is active while it is alive. I am taking this to mean, for now, like a system that organizes the subject-body (i.e. the lived body) of which Merleau-Ponty speaks. An important point, when it is seen from a theoretical point-of-view, is that the meridians are a system which does not agree with the mind-body dichotomization established since Descartes. That is to say, ki-energy is conceived to be a life-energy which has both physical and psychological characteristics. The fundamental principle of needle therapy used in traditional Chinese medicine lies in activating the circulation of ki-energy within the human body by infusing fresh ki-energy into the human body, while eliminating the stagnant and inferior flow of ki-energy. Next is q(g(ng. Q(g(ng teaches us that the activity of ki-energy can be heightened through a repeated training. Consequently, we can understand that q(g(ng, theoretically speaking, has a characteristic commensurate with the training in martial arts. It is a bodily technique with a tradition stretching from ancient times. In the case of medical therapy, a mature q(g(ng doctor guides patients to train themselves and practice q(g(ng on their own. Here we can discern a methodology different from the therapeutic method of modern medical science. While modern medical therapy leaves patients to assume a passive standpoint of simply receiving doctor’s treatment, q(g(ng lets them assume an active standpoint of training themselves. The point of this training lies in activating the natural healing power latent in the interior of one’s own body. Ki-energy is thought to be the energy that controls the foundations of life-activity. The training means to promote and purify the activity of ki-energy inside of one’s own body, and to transform it to the ki-energy of a better and higher quality. Therefore, it is a therapeutic method as well as a method of maintaining and promoting health. That is, it can become a method of maintaining health by continually training oneself daily, while it is not limited to a time of sickness. Q(g(ng is divided into internal and external q(g(ng for the purpose of convenience. The training which a patient performs after receiving guidance belongs to the inner q(g(ng, while the outer q(g(ng refers to cases in which a mature q(g(ng master performs therapy on a patient or subject. In these cases, the q(g(ng master usually touches the patient’s body with his hand, but there are cases in which a q(g(ng master, distancing himself from the patient, performs a therapeutic technique without making contact. It is probably safe to think that it is based on the same principle as the technique of therapeutic touch, which in recent years is beginning to spread in American. The third field that is called â€Å"special† ability in China, overlaps with the research of what is referred to in the West and Japan as parapsychology. On numerous occasions, I met with q(g(ng masters in China who have paranormal ability, and observed their technique, while engaging them in dialogue. I encountered people who can demonstrate a wonderful technique, not to mention clairvoyance and psycho-kinesis, which Rhine’s research problematized. Insofar as my research can confirm, there are cases of people who innately possess these abilities, and cases of people who have acquired them through training. If these abilities are used in the field of medicine, they can fulfill the same role as the external q(g(ng. Moreover, there are cases among master martial artists who can demonstrate this kind of ability, though its number is limited. One impression I have received when encountering these people is that there is a great difference between the East and the West in the foundational idea, when dealing with this kind of issue. While in the East this kind of issue has been dealt with as part of the issue related to self-cultivation, which traditionally has a cultural and religious background, there was no such historical and cultural background in the West. Consequently, parapsychological research in the West is preceded by an interest and concern from a theoretical point-of-view. This brings in the background of contemporary scholarly research where there is no concern for its relationship to daily activity. By contrast, in China’s case the practical purpose, as in the case of q(g(ng, looms in the purview of research. This kind of stance is based on the traditional ethos found in the history of science and technology in China. (Modern technology of the West emerged as an application of theory, where theoretical research does not take into account the relationship it has with the practical, daily activity of human beings.) When we examine it from a broader perspective, this kind of tendency is rooted in the philosophical tradition of the East which highly values the practical standpoint. However, there is a tradition in the East which admonishes people, as they are prone to fall into an ethically wrong tendency regarding paranormal phenomena. The tradition of East Asia such as that of China and Japan maintains that the bodily technique must conform to an ethical standpoint. Although I could hardly see such a spiritualistic stance in the contemporary situation in China and Japan, there were occasions where I met persons with such a stance, especially among the masters of martial arts, who are living among people, but not related to universities or academic institutions. In the tradition of Buddhism, this kind of â€Å"special† ability has been called â€Å"siddhi† [jints(riki; ç ¥Å¾Ã©â‚¬Å¡Ã¥Å â€º] and is considered a kind of a by-product that naturally emerges in the course of self-cultivation. Buddhism has persistently maintained that self-cultivation should not aim at acquiring this as its goal. For example, D(gen, a famous Japanese medieval Zen monk, teaches in the chapter of â€Å"Jints(† [Divine Power, i.e. paranormal power] in Sh(b(genz( that although Buddhism recognizes this kind of siddhi, it is a â€Å"small† siddhi, and the true â€Å"great† siddhi exists in the midst of such everyday activities as drinking tea and eating a meal. This reminds me of Yang Xin, a q(g(ng master, who is now actively promoting q(g(ng in America. When I saw him in Beijing some time ago, he told me that he was now studying â€Å"distant q(g(ng† [Chin. yu(g(q(g(ng; Jap., enkaku kik(, é   Ã©Å¡â€Ã¦ °â€"功]. He was accompanied by a twelve-year girl, who was his experimental subject. I asked him why he was conducting such an experiment. He replied: â€Å"I am not trying to become famous by showing off this kind of technique. As I read a description in a classic on the method of self-cultivation that one can perform this kind of technique, I just wanted to know if it is true or not.† Then he wrote on a piece of paper â€Å"Ã¥ ¤ §Ã© â€œÃ§â€ž ¡Ã¨ ¨â‚¬Ã¢â‚¬  [Chin., d(d(ow(y(n; Jap., daid(mugon] This phrase means that â€Å"The Great Dao remains silent and does not speak.† Herein lies, it would seem, a difference in the traditional ethos between the Eastern martial arts and Western sports. The historical origin of Western sports goes back to the Olympian events in ancient Greece. They emerged, based on the demands of a battlefield such as physical strength, stamina, running, throwing, and the handling technique of a house-drawn cart. We might say that the custom of the modern Olympics in which a record is valued more than anything else inherits this traditional idea. By contrast, in the tradition of the martial arts in the East runs an idea which emphasizes spirituality, even though the martial arts developed, like those of ancient Greece, through techniques used on the battlefield. The history of the Chinese and Japanese martial arts was nurtured through the influence of Buddhism and Shintoism. It came to develop the idea that training in martial arts has the meaning of enhancing one’s ethical personality. Consequently, the stance of respecting the opponent’s personality and capacity was sought in performing techniques. For example, Mr. Ueshiba Morihei, founder of Aikid(, states that â€Å"Martial art is love.† The ultimate goal of martial arts is not to win by defeating an opponent, but to harmonize with an opponent such that people can love each other under â€Å"that which is great† transcending humans. It would seem that â€Å"research on the prayer,† which has been recently initiated in America, incorporates this kind of spiritual idea. Incidentally, I came to realize in the course of investigating the Chinese Somatic Sciences that the standpoint of psychology was lacking. In modern China, which used Marxist materialism as its guiding principle for establishing the nation, psychology was not studied until the time of the Cultural Revolution, as anti-thetical to materialism. Even q(g(ng was an object of suppression. Today, however, the study of psychology is recognized to be legitimate, and the exchange with Japan is making an advance. I have practiced meditation since my youth, and have continued to research and study it. Meditation methods in the Chinese tradition were called â€Å"quiet q(g(ng† and stands a pairing relationship with the usual â€Å"moving q(g(ng† which mobilizes the body. However, almost no meditation methods are practiced in contemporary China. This is probably due to the fact that meditation methods such as those of Buddhism and Daoism were developed within the tradition of religious culture, and declined as a consequence of persecution after the modern period. When somatic science was established in Japan in 1991, we used for its English designation the Society for Mind-Body Science (SMBS), as I felt the importance of psychology. The fundamentals of meditation lie, after all, in promoting the circulation of ki-energy. When it is seen from the point-of-view of psychology, ki-energy designates libido. It is life-energy equipped in the unconscious and the body. The foundational idea that is placed in The Secret of the Golden Flower, a meditation text of Daoism, is to transform and sublimate ki-energy from the state of libido (Chin., j(ng; Jap., sei, ç ² ¾) to the state of â€Å"divine subtle energy† (Chin., sh(n; Jap., shin, ç ¥Å¾). Ki-energy changes into a spiritual energy, when the instinct and desire in one’s unconscious region are purified. Freud insisted that neurosis develops when conscience suppresses the activity of libido, while Jung claimed that libido is an energy related to religiosity. When one touches the activity from the dimension of primal origin, the love of others is transformed from the eros of flesh to spiritual love. To summarize the foregoing, ki-energy is an energy that controls the whole of psychology, medicine, and bodily technique, including the relationship between the environment and the human body. The philosophical guideline that comprehensively includes all of these fields is sought in the idea of the y(n-y(ng exchange of ki-energy which has its origin in the Yà ¬j(ng. According to its conceptual paradigm, nature as an environment is endowed with life, and is fostered to grow, by means of the activity of ki-energy issuing from the Dao that exists in the ultimate dimension. Human beings, along with other life activities, are receptive of this energy and are made to live. Purifying it to a sublime level brings about an enhancement of ethical personality.

Comparing and analysing Essay Example for Free

Comparing and analysing Essay The most obvious difference between The Times and The Mirror is the area, the Times is the size of two A3 pieces of paper and the Mirror is only an A3. Tabloids were invented around the 1950s, (a lot more recent than the broadsheet) and are a lot easier to read in tight places, such as busy London trains. The age of the newspaper can be detected in the newspaper name, for example in the Times there is an old-looking font for the name, and an aged logo with Latin on, a classic language. Tabloids smaller capacity also has an effect on the number of words they are physically able to put on a page. Even so, the editors of tabloids, such as the Mirror, over come this slight problem by using tiny font, however, the font is exactly the same size as it is in a broadsheet. A broadsheet uses a wide variety of vocabulary, about 2000-3000 different words; they use very sophisticated English to make the newspaper look as if its sophisticated and refined, while a tabloid uses something of 1000 different words. They do this so they attract their target audience, broadsheets for the supposed intelligent, well-educated public and tabloids for the laid-back part of the public. Also, because of their target audience and volume of the actual newspaper, tabloids are generally cheaper than broadsheets. The Times was 90p and the Mirror was only 45p. The tabloid has a lot more pictures and colour than the broadsheet, but the broadsheet has a lot more writing so I think they should be around the same price, however, prices are not just about the volume or the colour of the newspaper. Broadsheets cost more than tabloids because theyre making a point to their target audience, broadsheets are selling quality whereas tabloids are selling popularity, so the broadsheet sells for more to suggest in depth, truer stories than those of the tabloid. Controversially, the tabloid lowers its prices to suggest good reputation and better prices, this also makes sense if you think of the actual size of each page. If you look at the front page of the mirror, you can easily see that 90% of it is simply pictures, advertisements and two huge, bold headlines. The masthead The Mirror is bold and colour is reversed out, this is so the readers attention will first be drawn to the masthead and the words newspaper of the year below it. In the times, 30% of the front page is advertisements, headlines and pictures. The Mirror has only 3 miniature columns, the rest of the front page is advertising what is actually in the newspaper, for example, Shane Richie, exclusive: the day I wanted to kill myself this is a huge headline accompanied by a large picture of Shane Richie and his girlfriend. By having a celebrity rule the front page of the Mirror, this tabloid is attracting a larger audience than usual because many fans of Shane Richie will buy the paper for the sake of Richie in the paper. The headline also includes the word exclusive which assists this theory by saying only this newspaper has it and this is your only chance to grab it! In the times even the advertisements are expensive, one advertisement is for the best jewellers in New York! The advertisements in the mirror are far from glamorous, there is only a big, FREE sign in the top right hand corner, it promises a miniature i 2 free bet if you buy more than i 2 on sport clothing, not exactly free! But this advertisement really shows you the kind of people tabloids are aiming for, people who are interested in sports and betting. In the times, the front page is dominated by one extreme close-up picture, a face made up of the features of David Beckham and Johnny Wilkinson. This is unusual for a broadsheet, but understandable as its one of the most vivid week-ends of sport in history. Plus, the article on the two sports isnt very long, and the other articles are all about politics and education, these being very typical subjects of a broadsheet. The pictures on the mirror are very simple and are all of celebrities, this is to capture the readers attention and any fans of that particular star will be inclined to buy the newspaper if only for the reason of the celebrity. The photographs are all in very flattering light and pleasing positions, creating a better-looking celebrity than they really are, this also adds to the newspaper opinion. For example, one story on the front page is about Kieron Dyer and the charge of rape against him. It is clear from the picture alone that the mirrors opinion of the case is that Dyer is innocent. The image is a close up of his perplexed and sad looking face, the lighting is complimentary and his expression is one of a worried but innocent man. The mirror could easily of inserted a picture of Dyer looking angry and malicious, but the picture they chose suits the opinion of the story and the emotive language in the head line My rape case hell. In the Times there is only one picture, an extreme close up of David Beckham and Johnny Wilkinson, their faces split in half and carefully joined with the other. This is a very intellectual picture as you can barely tell it is actually two different people, it makes the reader look twice and it shows that even though the story is about sport, it reminds the reader that the newspaper is still a broadsheet and every story possesses an intelligent angle which causes the reader to think. In the Mirror, emotive language is used a great deal to convey their opinion strongly across to their readers, for example My rape Case Hell, this is about Kieron Dyers rape case against him. In the story it gives lots of opinions for Kieron Dyer, it also has a quote from Dyer himself, explaining how his reputation has been destroyed and how he had no involvement in the matter. It uses intense emotive language and only has the opinions of those for Kieron Dyer in the story. It mentions nothing of the girl who was raped nor any views for her case, this just goes to show how strong the opinions of newspapers can be and I wouldnt be surprised if many readers of the mirror believe these types of stories. Another problem with tabloid newspapers is often they exaggerate or completely focus of one side of the story so the other side looks completely non-existent. It is illegal for journalists to write something thats completely untrue, but they can easily get away with a lot in these ways. However broadsheets generally name both sides of the argument, but sometimes they give their opinions as all good journalists do. Alliteration is often used in newspapers as headlines; this creates rhythm and will often remain stuck in the readers head for the rest of the day. Newspapers use alliteration because phrases that have a sequence tend to stick in peoples minds and get passed through people, so soon pretty much everyone has at least heard the alliteration. An example of alliteration from a separate issue of The Mirror would be Dianas daring disguise. This alliteration would be sure to capture the readers attention and may even cause a little humour. Puns are used frequently in newspapers, especially tabloids. After writing this essay, and thinking thoroughly through each point I have made, Ive come to the conclusion that you are more likely to find pictures, advertisements and biased stories in a tabloid, it uses lots of different techniques to make it easy to read. The stories are easily found and the reader and recognise the main stories, whereas you can expect high quality stories and all the same techniques in broadsheet newspapers. However, the techniques used in a broadsheet are used in an indistinct way, so the readers have a choice as to what story they wish to read.

The Forbidden City and Buckingham Palaces Architecture

The Forbidden City and Buckingham Palaces Architecture What makes a building outstanding and became a typical logo of the city, and even the country? It’s not easy for a architecture to attract the travel enthusiasts and the travelers all over the world. Many of the buildings and structures featured are famous for their beauty. Others have become famous for their ingenuity or their historical significance. There are many similarities and differences between Eastern and Western architectural. Their building style, history, materials, function and even significance and influence are form more and less difference. Take Chinese Forbidden city and the Buckingham Palace for example, they both represent the representative building of their country and impact occurred on modern architects design. As for architectural style, the Forbidden city and Buckingham Palace reflected the Eastern and Western’s cultural differences. Infected by their culture, the architectural style of Chinese traditional style with special emphasis on linear beauty, pay attention to the flow lines of melody. The Forbidden city’s beams, columns, roof can express line artistic appeal, as in the rest of the top of the mountain building eaves intentionally made slightly to the sides form a high rise, but made clear the warped corner section, rather steep roof upper and lower more gentle, so both for rainwater drainage, but also conducive to the sunshine and ventilation. Pursuit of mood and thought heavy ethics embodied in the Chinese ancient buildings very apparent when architectural style, tend to their social content and symbolism prominent position on the influential, while also focusing on practicality. It’s obviously that the structure contacts the special Chinese culture and is pr actical. In the same context, the Buckingham Palace styling emphasizes form United States , originated in classical Greek aesthetics that the United States in the form of objects. Both Forbidden city and Buckingham Palace has long history. In the Middle Ages, the site of the future palace formed part of the Manor of Ebury. Owners included Edward the Confessor and his queen consort Edith of Wessex in late Saxon times, and, after the Norman Conquest, William the Conqueror. William gave the site to Geoffrey de Mandeville, who bequeathed it to the monks of Westminster Abbey. In 1531, Henry VIII acquired the Hospital of St James from Eton College, and in 1536 he took the Manor of Ebury from Westminster Abbey. These transfers brought the site of Buckingham Palace back into royal hands for the first time since William the Conqueror had given it away almost 500 years earlier. Eventually, in the late 17th century, the freehold was inherited from the property tycoon Sir Hugh Audley by the great heiress Mary Davies. Likewise, the Forbidden city got through a long period too. Beijing Forbidden City began construction of Emperor Yongle in AD 1406, was rejected Yuan air tra nsport, basically not built on the basis of most of the Yuan Dynasty palace, rather eastward 150 m, re-created from the palace, the palace walls of the palace, including all were re-built, larger than most of the palace, slightly less than the Forbidden City in Nanjing, a former designer for artisan craftsmen Queen Kuai Xiang, inaugurated in 1420 AD, built from 1420 to about 500 in 1911 between the Qing emperor to abdicate, Ming, A total of 24 Emperor Qing dynasties lived in the Forbidden City. The distinction on the building materials is also a different factor of the building style. In ancient times, Chinese architects used wood as the main building materials while Western architects used masonries as their main materials. The most materials of the Forbidden city are wood, but because of Forbidden City choice 15 kinds of precious and timber corrosion, it still protect completely and won’t cause trouble. On the other hand, Buckingham Palace’s facade decoration materials are the Bath limestone. These two kind of material selection make the building have different appearance. Many visitors surprised at these completely different architectural style building from their own country, the choice of the wood and stone greatly depend the difference of Eastern and Western architecture. With the time fly, the choice of materials change a lot and until now, Eastern country and Western country not only retained their selection featured on colleagues, but also learn from each other’s specialist, the designer using different building materials to create a more creative and distinctive architectural. The Forbidden City and Buckingham Palace’s function change but they are still be used now. Buckingham Palace has served as the official London residence of Britains sovereigns since 1837 and today is the administrative headquarters of the Monarch. Although in use for the many official events and receptions held by The Queen, the State Rooms at Buckingham Palace are open to visitors every year. The Palace is very much a working building and the centrepiece of Britains constitutional monarchy. It houses the offices of those who support the day-to-day activities and duties of The Queen and The Duke of Edinburgh and their immediate family. The Palace is also the venue for great Royal ceremonies, State Visits and Investitures, all of which are organised by the Royal Household. Although Buckingham Palace is furnished and decorated with priceless works of art that form part of the Royal Collection, one of the major art collections in the world today. It is not an art gallery and nor is it a museum. More than 50,000 people visit the Palace each year as guests to banquets, lunches, dinners, receptions and the Royal Garden Parties. On contrast, the Forbidden city has apply for World Heritage and it is open for tourists. Forbidden City, two thousand years of development in China and East Asia pinnacle of classical architecture, has been affecting the subsequent development of Chinese architecture, as well as providing inspiration for many works of art. The significance and influence of the Forbidden city and Buckingham Palace is Considerable. Their architecture is a model for modern structure designer. Walking in the Forbidden City, the artistic effect of the kind of space sequence level by building depth treatment group obtained. Like a Chinese scroll appreciate it, to start with the picture of piecewise, people always with a sense of anticipation, looking forward to the culmination and crowning touch screen show, thus enhancing the appeal of the work of art. It is for this reason, the building generated after leaving their old age, still can connotation artistic charm. To open a new era of peoples minds casement, giving the joy of beauty. Ancient buildings across time and space is like a bridge connecting the deceased and present, giving the thick atmosphere and beauty. http://wenku.baidu.com/view/0f86042d0066f5335a812165.html

Air Pollution :: essays research papers

Air Pollution Then the sky turned red, toxins over head, everybodies dead, everybodies dead. (GutterMouth; Nitro Records; 1995)   Ã‚  Ã‚  Ã‚  Ã‚  In 1948, the industrial town of Donora, Pennsylvania suffered 28 deaths because of the thick smog. Air pollution is an ecological problem having to do with toxins in the air. There are a few things the human race has done to try to prevent air pollution from taking such a serious toll. Two of these are the Clean Air Acts and the increased use of solar power over coal power. By creating electric cars, the pollution caused by gasoline powered cars will be lessened. If the pollution is not stopped, it will cause life on earth as we know it to cease.   Ã‚  Ã‚  Ã‚  Ã‚  Air pollution causes a number of health and ecological problems. It causes health problems like cancer, emphysema, and asthma. It also causes the depletion of the ozone layer which results in global warming and melting of the ice caps. Up until the industrial era, the air was fairly clean. The use of smokestacks and the burning of fuels put many pollutants in the air during this period of time. The increased use of fossil fuels today also builds on this.   Ã‚  Ã‚  Ã‚  Ã‚  There have been many attempts at stopping air pollution. The Clean Air Acts were effective for a little while. They made using some polluting substances illegal. This did not work because people simply did not listen. Solar Energy is another attempted solution. This type of energy is good because it is an alternative energy source to coal and other polluting fossil fuels. The problem with solar energy is that it is extremely expensive, but it has been used extensively throughout the world.   Ã‚  Ã‚  Ã‚  Ã‚  One of the more effective ways of eliminating air pollution is the making of electric cars. The use of these electric cars would completely reduce the amount of pollution in the air caused by gasoline powered cars. These cars are run on batteries instead of gasoline or other fuel. Though the use of solar cars seems more realistic, it would also be very expensive and unreliable. The difference primarily between solar and electrical power is the fact that solar cars would be much more expensive to make. The possibilities of making a cost efficient electric car are much more realistic than making a cost efficient solar car.   Ã‚  Ã‚  Ã‚  Ã‚  By making the ecologically safe and inexpensive electric car, the pollution caused by gasoline powered cars would go down. Without making these changes, the globe will continue to heat up at an annual rate of .

Tragic Comedy of Tennessee Williams A Streetcar Named Desire Essay exa

A Streetcar Named Desire as Tragic Comedy      Ã‚   Tennessee Williams’ A Streetcar Named Desire is considered by many critics to be a â€Å"flawed† masterpiece. This is because William’s work utilizes and wonderfully blends both tragic and comic elements that serve to shroud the true nature of the hero and heroine, thereby not allowing the reader to judge them on solid actuality. Hence, Williams has been compared to writers such as Shakespeare who, in literature, have created a sense of ambiguity and uncertainty in finding a sole â€Å"view or aspect † in their works. Because of the highly tragic elements encountered in Streetcar, many immediately label it a tragedy. Nevertheless, the immense comical circumstances encountered in the play contradict the sole role of tragedy and leave the reader pondering the true nature of the work, the question being whether it is a tragedy with accidental comic incidences or a comedy with weak melodramatic occurrences. It has been said that the â€Å"double mask of tragicomedy reveals the polarity of the human condition†(Adler 47). The contrariety of forces in the work serves to enforce a sense of both reality and drama that are present in everyday human life. The comic elements in the play serve as a form of determined self-preservation just as the tragic elements add to the notion of self-destruction. This is the true nature of a tragicomedy. By juxtaposing two irreconcilable positions, ambiguity is produced in the judgment of the main characters, most notably Stanley Kowalski and Blanche Dubois (Riddell 83). Ambivalence in the play is largely caused by the relationship between Stanley and Blanche. They concurrently produce both appalling and appealing tendencies. Both characters display elements o... ...ilable forces come face to face. The two opposing forces are destined to become locked in a death grip and society will be the loser.    Works Cited Adler, Thomas P.   A Streetcar Named Desire: The Moth and the Lantern.   New York: Twayne, 1990. Baym, Nina et al, eds.   The Norton Anthology of American Literature.   New York: WW Norton & Co., 1995. Falk, Signi.   Twentieth Century Interpretations of A Streetcar Named Desire.   Ed. Jordan Miller.   New Jersey: Prentice-Hall, 1971. Riddell, Joseph.   Twentieth Century Interpretations of A Streetcar Named Desire.   Ed. Jordan Miller.   New Jersey: Prentice-Hall, 1971. Szeliski, John T. von.   Twentieth Century Interpretations of A Streetcar Named Desire.   Ed. Jordan Miller.   New Jersey: Prentice-Hall, 1971. Williams, Tennessee.   The Theatre of Tennessee Williams.   New York: New Directions, 1971.   

Hypothetical Southern White Reaction to the Distribution of the Montgom

This source was published just after, and is referring to, the arrest of Rosa May Parks on December 1st, 1955. Parks was arrested for refusing to move from her bus seat for a white passenger when asked to by the racist bus driver, James Blake. The two had met before in 1943 when Parks had boarded Blake?s bus from the front door, which was for whites only. Blake told Parks to exit the bus and re-enter from the rear door where she was supposed to but as Parks got off of the bus, Blake drove off leaving her to walk home. This defiance by Parks had created a major turning point in civil rights by sparking the start of the civil rights movement. This source shows us what life was like for the black community, specifically black women, in the southern states of America. The source is a picture of a leaflet distributed in 1955 by the ?Women?s political council,? an anti-segregation group, calling for a boycott on the buses in Montgomery, Alabama. The involvement of women in politics only angered the white segregationists further. The boycott, which was originally intended to last only a single day, lasted for a total 381 days and it only ended when the American Supreme Court ruled that segregation on the buses was unconstitutional. This would have had a rather large impact on the business economy within Montgomery and possibly even Alabama. Montgomery subsequently changed its laws so that buses were integrated. Even though the supreme court ruled that segregation on the buses was unconstitutional it did not overturn all of the segregation laws. The leaflet repeats the phrase ?Don?t ride the buses to work, to town, to school of anywhere on Monday? to drive home the point to the reader that a major boycott was about to start. During... ... the Ku Klux Klan the people living in that area had taken on board the message of acting as a community and instead of hiding away in their houses from the convoy, which was what the Ku Klux Klan expected, many blacks came out into the streets and waved at the cars as they passed by. Most southern whites were ?pro segregation? and would have been outraged by the distribution of this leaflet. The fact it was distributed by women only added to the hate that the whites felt. To most of the southern ?pro segregation? whites, blacks were just slaves and subordinates. This level of solidarity and unity within the black community would have shocked all of the southern segregationists. I believe the whites also felt scared as the black community was beginning to have some power and influence over the economy, and I think that made most white segregationists feel insecure.

Family Interaction

Introduction This paper describes a significant learning family interaction that occurred when I was working in a community placement as a student nurse. I would be reflecting on that family interaction and use the â€Å"One Question Question† approach and analyse how this would contribute to your learning needs and nursing practice. Critical or significant interactions can be defined as situations that make an impression or have a special meaning to an individual.The analysis of such incidents, a useful reflective technique helps us to identify professional capabilities, increase knowledge of self and improve patient care outcomes (Lian, 2001) and lead to practice that is better informed than before the reflection (Usher et al, 2001). Critical reflection on one nurse-family interaction and the impact I was in my community placement where I got an opportunity to interact with an adolescent who was Insulin Dependent Type 2 diabetes and his family.The community nurse visited for the monitoring of the BGL tests and insulin administration as he had fluctuating BGLs and he had a history of not complying with the insulin. He was admitted to hospital numerous times with episodes of hypoglycaemias and hyperglycaemias. The family were very concerned about him and were worried about his erratic lifestyle. I must say the interactions I had with this family had some impact on me and I realised my shortcomings and learning needs. I used John’sIs this the right essay for you? Watch the video below to read 2 more pages now. or Sign Up for Free and read the full essay Cite This Essay APA (2011, 05). Critical Reflection on One Nurse-Family Interaction. StudyMode. com. Retrieved 05, 2011, from http://www. studymode. com/essays/Critical-Reflection-On-One-Nurse-Family-Interaction-708992. html MLA CHICAGO Welcome StudyMode. com is the web's leading learning tool. We inspire millions of students every day with over 650,000 model essays nd papers, AP notes and book note s. Learn More Related essays Weekly Critical Reflection: Week One †¦ Weekly Critical Reflection: Week One 1. a. Identify one legal rule†¦ 4 pagesJan 2012 Critically Reflective Portfolio Extract Related To One Of The Nmc (2004) Standards Of Proficiency For Pre-Registration Nursing Education, Allowing The Integration Of Theory With Practice †¦ assignment is to produce a critically reflective portfolio extract related†¦ 10 pagesMar 2011 a 2000 Word Reflection On One Specific Conversation Where Personal Communication And Interpersonal Skills Has Had a Direct Impact On The Patient's Nursing Care †¦ A 2000 word reflection on one specific conversation where personal†¦ 9 pagesMar 2012 Nursing Mentorship Critical Reflection †¦ my mentees as possible. To that end, this essay will be a critical reflection†¦ 12 pagesJul 2012 a Critical Reflection On Pshe †¦ A critical reflection on PSHE This essay will look at the teaching of an†¦ 12 pagesMay 20 11

Operating Model Definition

l assist in the integration of processes throughout franchises 200 locations. The main location will have the ability to make changes to expectations or processes and make them available to all of the 200 locations from the main location without having to go to each location individually. This operating model will improve the structure and processes of the 200 franchise locations by making it possible to reach out to all of them at once whenever necessary changes are needed to be made. Each location will also have the ability of reporting to the central location any changes as well as request to make changes and send in any data that would prove the necessity of the proposed changes without needing to go to that individual location to address whatever issues at hand. Ralph’s Ribs is unlike any of the other sample organizations because it lacks an actual formal IT setup since all data is sent in from the 200 franchises as individual batch files. The chosen model would help in any of the four scenarios; however it would prove to be a vital asset for Ralph’s Ribs as it would help standardize all processes throughout the 200 franchises making it easier to manage the data coming in from the franchise locations. The chosen operating model would assist in saving time thus allowing the organization and its franchises to make additional advancements which would allow them to implement their sales and marketing strategies. When saved time is utilized it opens the door to unlimited opportunities, in this case Ralph’s Ribs main location would save an enormous amount of time if the individual reports from its 200 franchise locations were sent into a database that was setup to receive and sort the data from the franchise locations.

Important Output Computer Devices in Accounting

Considering the input devices required in setting up the office, The major computer gadgets that will be focused on are the Keyboard and Mouse. These input devices are going to play a major in the insertion of data into the office system. The keyboard is the computer input device that enables the user enter data into the computer . The keys in a keyboard are classified into †¢Alphanumeric keys-consist of letters and number ,which helps in keying in and calculating data that are inserted into the system. Punctuation keys-consists of the period,comma,semicolon,etc †¢Special keys-this keys consist of the function keys, control keys, arrow keys, caps lock key etc. Looking at the account office, the accountants needs the type of keyboard that enables them work effectively with ease. As an accountant, normally when entering a data, you type all the data with your right hand and have always have to stop and use your left to hit the tab key which is completely inefficient and discomforting. In order words in providing a solution for the discomfort, the R-tab Keyboard will be used in the office setup. the R-tab keyboard has the tab key on the right of the number pad, which makes it easier and more efficient for an accountant to use. So instead of having to interrupt the left hand to hit the tab key, the right hand stride wont be breached while typing . This r-tab keyboard will improve the efficiency of the office by 25% higher than the usage of an ordinary keyboard. The longer the accountants use it. The longer their productivity will increase. Accountants that have used the r-tab keyboard found out that they were able to finish data and numeric entries much faster in a much quicker manner. The mouse is the computer input device to which controls the location of a cursor on a video display that is connected to a computer. Generally in categorizing the computer mouse it is of two types which is the mechanical and optical mouse. Being an input device that pinpoints and sends command into the system it is a major input device that will and always a major vital role in any computer system setup. In my analysis of the computer mouse, the best mouse that will be in tune to the satisfaction of the accountants is the Logitech Performance Mouse MX. The Logitech Performance Mouse has a general use functionality which is sculpted for the right hand only. It has a number of interesting features, which includes the darkfield tracking, which enables the mouse to work on any surface. It has a unifying technology which connects six devices to computer(this particular feature helps the members of the office access and gain control of a system from wherever they are within the office range). With the sophisticated features and performance of the mouse MX the user can easily spin into a document and scroll incrementally when navigating images and slides. These are the two major input devices that yield great productivity in an office, without these the employees productivity will become a major waste and any computer gadget that’s supposed to ignite greater yield should be considered carefully before choosen. So in order words the R-tab keyboard and the mouse MX are the best and suitable input devices required for the office setup.

Interpreting Poetry Essay

Ballads have been a popular invention of troubadours since the inception of poetry. A ballad is a folksong typically with a tragic ending or a lover’s getting married ending. This paper will break down the ballad of Bonnie Barbara Allen in a stanza by stanza presentation, as well as present how the ballad’s story pertains to modernity through folk singing. Ballads are an interpretation of a common emotion. In Barbara Allen the main characters are Barbara and Sir John Graeme. Sometimes the ballad shifts in the man’s name; in other versions of this same ballad the man is called Willie Grove, sweet Willie Graeme, Sweet William, Jemmye Grove (Diary of Pepys paragraph 4). With such differences in names to describe the man in this ballad, and by use of the adjective ‘sweet’ to describe him, it may be surmised that the sympathies of the ballad-singer as well as the audience, lie with the man in the story and not with Barbara Allen. It is no doubt that in this ballad, the female is given the characteristic of being cruel. This is shown as her eventually leaving Sir John Graeme on his deathbed without returning his love. She spurns him because he slighted her in a public tavern (some versions are different) and it is this slight which makes her maintain her cruelty. Sir John Graeme dies, and Barbara Allen is so stricken with grief that she too dies (in some versions of the ballad, either lovers grave grows a rose and a thorn and they intertwine, and in another version Sir John Graeme dances on Barbara Allen’s grave). The theme of the ballad is quite perceptibly about forgiveness. In essence, as with most ballads, Barbara Allen tries to moralize the story under the cruelest conditions. In analysis the creativity of the ballad through use of word choice, setting and narrative, the reader is bombarded with Old English (for the ballad was created in the 12th century when it was written into Pepys’ Diary of Ballads, but had been travelling through England, Scotland and Ireland via oral tradition hundreds of years prior to it being written down). The first stanza places the listener or reader in a timeframe (Martinmas time, or November 11th (Wollstadt 315)). In the setting of the scene the singer goes on to describe that the ‘green leaves were a falling’ (Pepys paragraph 1). Although the first stanza tells of John’s love for Barbara, there is an immediate swift change of scene from love to death between the 1st and 2nd stanza (Oliver 10-11). Barbara is bid to come to the ‘my master dear’ (Pepys paragraph 1). The symbolism of the green leaves falling and of John’s body being so close to death represents a great use of metaphor by the writer. What should also be noted is that typically when a leaf falls, it is not in fact green, but of various colours including red, yellow, orange. This is because the chlorophyll has been ‘sucked’ back into the tree for the winter (it’s like the tree harvesting health for the upcoming colder months). Thus, for the green leaves to be falling would suggest that the tree has suffered some plight instead of them falling simply because of the season. This allusion of the ballad mirrors John’s broken heart (Oliver 11-12). He is a young man, in the prime of his days, but he dies of a broken heart. What is of further interest is that a tree will keep the green in its leaves, even when the tree is dying of what is called ‘heart rot†. Thus, the reader is prepared for the upcoming scene of sorrow for both John and Barbara. The 3rd stanza reveals a somewhat cold Barbara Allen. She does go to John’s side, on his bequest, and when she arrives, all the ballad says, she says, â€Å"’Young man, I think you’re dying’† (Pepys paragraph 1). The motions with which she uses to go to John’s deathbed are very revealing to the reader. The stanza relays that she slowly (hooly) got up upon being requested to John’s side. We must assume she knew he was dying, or that she was reluctant to see him, because of the way she feels he slighted her. However, upon the true revelation of John’s state of death, all she can say is â€Å"Young man, I think you’re dying† (Pepys paragraph 1). It is in the 4th stanza that the reader is revealed to John’s state: He’s dying of a broken heart. This is an actual medical concern known as of takotsubo cardiomyopathy, or broken heart syndrome. It may safely assumed that this is indeed what is the death of Sir John Graeme, for, upon Barbara Allen leaving him, without returning his love, the death toll rings. In turn then, Barbara Allen may also have died from takotsubo cardiomyopathy. Sir John’s statement further supports this notion as in the 4th stanza he states, â€Å"I’m sick†¦/And tis a for Barbara Allan† (Pepys paragraph 1). If John’s heart truly is breaking, it does so in the 5th stanza as Barbara states that she doesn’t love him (or hides it because she’s angry with him) because of the injustice she feels she suffered at the tavern when John ‘slighted’ her. The 4th and the 5th stanza’s are full of dialogue and not much narrative. This is done in order to get the back story of these two people and to know the emotional reasoning for Barbara’s actions. The narrative of the 6th stanza reveals more the dialogue between the couple as revealed in their actions. John turns his face to the way when Barbara tells of why she doesn’t love him. This action may be interpreted as being shame on John’s part for what he did while drinking at a tavern. The entire 6th stanza in fact reads like a domestic dispute reconciliation (or what may be a reconciliation). What is interesting to note is that John doesn’t ask for forgiveness from Barbara for what he may or may not have done while he may or may not have been drunk. Thus, in turn, Barbara doesn’t forgive him. Thus, the theme of forgiveness comes back into play; meaning, if either one had forgiven the other, perhaps their hearts would not have broken. However, both characters have too much pride to ask for forgiveness and thus they inevitably befall a tragic ending. It is interesting to not however that while John is dying his last request is for people to be kind to Barbara Allen, which signifies his fault as well as her stubbornness. (i. e. because she wouldn’t grant a dying man his last wish). The repetition in the 7th stanza of Barbara moving slowly leaving John was seen early in the ballad when she slowly came to see him. Thus, once she was slow to see him and now she is reluctant to leave him. It is in the 7th stanza that the reader begins to see the human side of Barbara Allen appear. It is with this movement and her statement in the 9th stanza of dying tomorrow, that the reader may begin to sympathize with the woman. Her cruelty can only be redeemed through her dying as well, and it is in her death that the reader realizes that she did love John, but could not forgive a man who did not ask for forgiveness. Works Cited Diary of Samuel Pepys. Barbara Allen. (2009). Online. 29 March 2009. < http://www. pepysdiary. com/p/9570. php> Oliver, Mary. Poetry Handbook. (1994). Harvest Books. New York. Wollstadt, Lynn. Controlling Women: â€Å"Reading Gender in the Ballads Scottish Women Sang† Western Folklore, vol. 61, no. ? (Autumn 2002). Pp. 295-317.

Agriculture and Desertification Essay

The world’s drylands, contrary to popular misconceptions of being barren unproductive land, contain some of the most valuable and vital ecosystems on the planet. These dryland environments have surprising diversity and resiliency, supporting over two billion people, approximately thirty-five percent of the global population (UNEP, 2003). In fact, approximately seventy percent of Africans depend directly on drylands for their daily livelihood (UNEP, 2003). However, these precious and crucial areas are at a crossroad, endangered and threatened by the devastating process of desertification. There are over one hundred definitions for the term ? desertification’, however the most widely used and current definition is as follows: desertification refers to the land degradation in arid, semi-arid and dry sub-humid regions due to human activities and climate variations, often leading to the permanent loss of soil productivity and the thinning out of the vegetative cover (UNCCD, 2003). It is important to note that desertification is not the expansion and contraction of deserts or hyper-arid territories, which grow and decrease both naturally and cyclically. French ecologist Louis Lavauden first used the term desertification in 1927 and French botanist Andre Aubreville, when witnessing the land degradation occurring in North and West Africa in 1949 popularized this term (Dregne, 242). The causes of desertification include overgrazing, overcultivation, deforestation and poor irrigation practices. Climatic variations, such as changes in wind speed, precipitation and temperature can influence or increase desertification rates, but they are not catalysts to the process- it is the exploitative actions of humans that trigger desertification (Glantz, 146). The most exploited area historically has been Africa. In the Sahel (transition zone between the Sahara and the Savanna) of West Africa during the period of 1968 to 1973, desertification was a main cause of the deaths of over 100,000 people and 12 million cattle, as well as the disruption of social organizations from villages to the national level (USGS, 1997). As a result of the catastrophic devastation in the Sahel, the United Nations Convention to Combat Desertification (UNCCD) was held in Nairobi, Kenya in 1977, where an agreement was reached to eradicate desertification by the year 2000. Obviously this goal was not achieved. Countries and organizations, notably in the industrialized world, have been unwilling to provide significant and sufficient financial and economic aid to countries most impacted by this issue (Mainguet, 2003). Consequently, desertification is out of control, threatening the sustainability of the world’s environment, disrupting social structures and well-being, and impairing economic growth. This crisis reaches beyond the local, directly affected communities, impacting and jeopardizing world stability. Environmentally, desertification reduces the world’s freshwater reserves due to water over consumption and irrigation mismanagement, decreases genetic diversity through soil erosion and plant destruction, and also accelerates the carbon exchange process by damaging carbon ? sinks’. Socially, desertification causes population displacement as people search for better living conditions, often leading to conflicts and wars. Another social consequence is a dramatic reduction in the world’s food supply due to the depletion of vital dryland vegetation and a decline in crop yields. Desertification is also linked to a number of health issues such as malnutrition, as clean water and sufficient food resources are extremely scarce. Economically, income potential is lost because land is unproductive, and monetary funds are devoted towards combating desertification, compromising economic growth and development. Crisis management becomes more important than achieving economic goals. Furthermore, increasing levels of poverty have resulted due to dire economic conditions. The international body must devote more time, resources and energy to find effective and long-term solutions that will benefit not only directly-affected areas, but the world at large. The devastating environmental, social and economic ramifications of desertification must be addressed immediately, cooperatively and without hesitation, before the window of opportunity is lost. Desertification has created and encouraged a number of major environmental problems, and has endangered the sustainability of a diverse and clean global environment. Through the use of poor irrigation practices and exploitative human actions for profit, water has been over consumed and desertification has occurred near areas surrounding fresh water supplies, reducing or depleting these reserves. In the desertification process, the shorelines and the aquatic land and soil becomes eroded, salinized and degraded. Thus, feeder rivers decline in quantity and supply, river flow rates decrease and ultimately freshwater reserves are polluted and/or reduced. The reduction of river flow rates and the lowering of groundwater levels leads to the â€Å"silting up of estuaries, the encroachment of salt water into water tables, and the pollution of water by suspended particles and salination† (FAO, 2003). These problems are particularly evident in the Aral Sea in Asia, which at one point was the fourth largest lake in the world (Aral Sea Homepage, 2002). During the Soviet era in the 1960’s and 1970’s, the communist central planners had little regard for water conservation, and over consumed this resource. In order to meet the demand for agricultural irrigation the Union of Soviet Socialist Republics (USSR) â€Å"diverted water from rivers that flowed into the Aral Sea† (Pacific Island Travel: Desertification, 1999). These exploitative actions dropped water levels by one-third because feeder rivers could no longer replenish the large lake, as illustrated in Appendix 1 (Pacific Island Travel: Desertification, 1999). Not only has the shorelines of the Aral Sea declined, but Lake Chad in Africa has followed a similar fate. Desertification in the Lake Chad region has dropped water levels far below the average dry season amount of â€Å"10,000 square kilometers to only 839 square kilometers† (Earth Crash Earth Spirit, 2001). The reduction of water levels in Lake Chad and the Aral Sea decreases their ability to moderate the local climate, resulting in more extreme variations in temperature and precipitation. Therefore, local ecosystems are disrupted and even destroyed, as the climate becomes more continental in nature, and vital water supplies are scarce or depleted. Desertification reduces the biodiversity and genetic diversity of dryland ecosystems, impairing the sustainability of plants, animals and even humans in these regions. As a consequence of desertification, the soil of arid, semi-arid and dry sub-humid areas becomes eroded, resulting in unproductive and literally useless land. This disrupts the habitats and food sources for many organisms, making sustainable life in these areas very difficult (FAO, 2003). Furthermore, because of freshwater and food scarcity, the life expectancy and actual existence for many species is threatened. This grave consequence was evident in the western African country of Mauritania, where the desertification process, from 1970 to 1980, â€Å"killed approximately 15,000 people and over 500,000 various plants and animals were eradicated† (CIESIN, 2003). Unfortunately, as the severity of desertification escalates in countries like Mauritania, it becomes extremely difficult to maintain biologically diverse ecosystems needed to support the lives of plants, animals and humans. Through the ecological destruction and imbalance caused by desertification, the carbon exchange process is accelerated. Dryland vegetation and soil are crucial storage devices for carbon, and contain â€Å"practically half the total quantity of carbon† (FAO, 2003). Once these elements thin out or become unproductive due to desertification, carbon is released into the atmosphere. It is estimated that for every hectare of dryland vegetation or soil that is depleted or unusable, 30 tonnes of carbon is no longer stored and is released into the atmosphere (FAO, 2003). This elevation of atmospheric carbon contributes to the greenhouse effect and global warming. Desertification also has major social consequences, disrupting the social fabric and standard of living for many traditional and Native peoples. On a global level, it threatens the stability and health of a growing population. In the desertification process land is degraded, making it extremely difficult to maintain a successful career and livelihood. Consequently, individuals are forced to relocate to areas with more livable conditions and stronger economic opportunities. This population displacement is evident in the migration of Mexicans to the United States: â€Å"Some 70 percent of all land in Mexico is vulnerable to desertification, one reason why some 900,000 Mexicans leave home each year in search of a better life as migrant workers in the United States† (Environment News Service, 2003). However, in the developing countries of Africa and Asia, impoverished individuals have no option but to become refugees, abandoning their previous livelihoods and simply struggling for survival. United Nations Secretary Kofi Annan stated that in sub-Saharan Africa, â€Å"the number of environmental refugees [refugees due to environmental issues like desertification] is expected to rise to 25 million in the next 20 years. † (Environment News Service, 2003). These refugee movements and population displacement have often caused political and social unrest, and even wars. As a result of desertification, countries fight for control of the scarce natural resources, since previous deposits are depleted or unusable (UNCCD, 2003). The strong, positive correlation between desertification and armed conflict is illustrated in Appendix 2. The population displacement, refugee movements and relationship to wars make desertification devastating to the social security of individuals in affected regions. Desertification has caused a crisis in the world’s food supply, creating concern over the sustainability of an increasing population. Dryland areas are home to some of the most important crops and â€Å"genetic strains of cultivated plants which form the basis of the food and health of the world’s population† (FAO, 2003). Some of these products include cereal crops, oil seeds, grain legumes and root crops. In drylands affected by desertification, land that was once agriculturally viable can no longer be used, as it is essentially a wasteland. Even if agriculture is feasible, the nutrient poor soil makes it extremely difficult to grow a large quantity of a certain crop. This has crippled the food supply, at a time when its sustainability is already in question. According to the United Nations: â€Å"a nutritionally adequate diet for the world’s growing population implies tripling food production over the next 50 years under favourable conditions. If desertification is not stopped and reversed, food yields in many affected areas will decline† (UNCCD, 2003). Thus, desertification creates uncertainty as to the adequacy of the world’s food production, endangering the supportability of a growing population. There is a strong, positive correlation between desertification and serious health concerns and diseases. The increasing rate of desertified areas has created a crisis in the world’s food and water supplies. As a result, food and water are extremely scarce, and â€Å"malnutrition, starvation and ultimately famine will result from desertification† (UNCCD, 2003). This has prompted concern and anxiety within the World Health Organization stating, â€Å"we [the WHO] is becoming increasingly worried with the consequences of desertification, such as malnutrition and famine† (WHO Denmark, 2003). Desertification is also indirectly linked to many severe epidemics, notably in Africa. The drying of water sources due to desertification forces people to use heavily polluted water, leading to disastrous health problems. According to the World Health Organization, â€Å"desertification and droughts can increase water-related diseases such as cholera, typhoid, hepatitis A and diarrhoeal diseases† (WHO Denmark, 2003). Recent research and studies have also suggested that malaria incidences have escalated significantly in desertified areas. The strong, positive correlation between malaria and desertification is depicted in Appendix 3. Furthermore, soil erosion and land degradation has resulted in the creation of dust storms and poor air quality. This has had a very negative toll on human health and â€Å"results in mental stress, eye infections, respiratory illnesses and allergies† (UNCCD, 2003). Therefore, desertification is strongly associated with dust storms, poor air quality, malnutrition, famine, and epidemics, all of which are enormously hazardous to human health. In an attempt to combat and rehabilitate desertified land, precious economic funds are required and exhausted. Consequently, resources are drained, resulting in the weakening of local economies and the compromising of national development goals. As the desertification process continues, attention and money is spent on crisis management, not on growth and development. Due to the depletion of natural resources, desertification contributes to decreased income levels and productivity losses. This is specifically true in agricultural regions and severely stunts economic growth. The worldwide cost of desertification, expressed as income foregone amounts to approximately $11 billion for irrigated land, $8 billion for rainfed cropland, and $23 billion for rangeland, for a total cost of $42 billion (CIESIN, 2003). This value may not seem astronomical for developed countries like Canada, Britain and the United States, but for nations in the developing world, these figures are devastating. According to an unpublished World Bank study, â€Å"the depletion of natural resources causing income loss in one Sahelian country was equivalent to 20% of its Gross Domestic Product† (UNCCD, 2003). Desertification has thus crippled present earnings as well as income potential in the future, hurting not only individuals but also entire economies. In an effort to improve future conditions, developing countries devote significant amounts of their limited monetary resources to combating and rehabilitating land affected by desertification, severely impeding their economic growth. Land rehabilitation costs are those incurred for stopping further degradation and to restore the land to something approaching its original condition. Unfortunately, this requires a significant amount of investment that could have been used for economic development, as opposed to just repairing land. On a per hectare basis, it is estimated that â€Å"a cost of $2,000 is needed to improve irrigated land, $400 for rainfed cropland, and $40 for rangeland† (CIESIN, 2003). To people living in the developing world, these costs consume much, if not all of their incomes, obviously crippling their careers and livelihoods. Although there is the potential to repair and rehabilitate almost all land affected by desertification only â€Å"52 per cent (1,860 million hectares) can pay back the cost of rehabilitation† (CIESIN, 2003). Thus, many farmers and individuals reclaim land, but because of huge overriding costs, they actually lose money as productivity remains stagnant. Therefore, limited monetary funds are spent towards crisis management, sacrificing national development and economic growth. Desertification is directly linked to the mass poverty occurring in the developing world. Individuals consistently endure an impoverished lifestyle because income potential is foregone, and resources are devoted towards rehabilitation, therefore scarce economic funds are depleted. United Nations Secretary Kofi Anna states: â€Å"Because the poor often farm degraded land, desertification is both a cause and consequence to poverty? Fighting desertification must be an integral part of our wider efforts to eradicate poverty† (Environment News Service, 2003). If the desertification process continues to grow exponentially, mass poverty will also increase both in size and in severity. Thus, in order to address poverty, desertification must be contained and controlled. Currently, desertification affects over 250 million people and a third of the earth’s land surface (4 billion hectares) (UNCCD, 2003). In addition, the livelihoods of over one billion people in over 100 countries are indirectly threatened (UNCCD, 2003), as shown in the map in Appendix 4. It is estimated that in the next 50 years, another billion people will fall victim to the wrath of desertification and its related environmental, social, and economic ramifications (CIESIN, 2003). The depletion and contamination of fresh water sources, the reduction in biodiversity, and the acceleration of the carbon cycle make desertification devastating to the sustainability of the environment. Socially, desertification forces people to migrate which may eventually lead to wars or conflicts, creates a major catastrophe for the world’s food supply, and is scientifically correlated to major health concerns, even epidemics such as malaria. The economic status of developing countries impacted by the desertification process is jeopardized as high levels of income are foregone, and resources are devoted towards rehabilitation, not towards growth and development. Furthermore, poverty in African and Asian nations has grown exponentially due to this process, creating humanitarian and economic crises. The world’s future is at stake, and it is imperative that the global community acts now. Desertification is a preventable process, but requires a coordinated approach involving effort from the local, national and global communities. Local and national governments must implement methods of soil and water conservation, and utilize traditional agricultural systems that support positive environmental strategies. The industrialized world must supply the economic and technological aid necessary for these conservation techniques (UNCCD, 2003). Global Positioning System (GPS) satellite technology is a modern technique that can be effectively used in combating desertification. GPS satellites can actually pinpoint and locate areas vulnerable or prone to desertification, acting as excellent early warning signs. This allows governments to implement various techniques and policies to prevent damage done by desertification. As former United States President Franklin D. Roosevelt stated in a letter to governors on February 26, 1937, â€Å"a nation that destroys its soil, destroys itself† (Dingle, 2003). The battle to combat desertification is a war that can be lost, but must be won. Now is the time to win the fight before this glimmer of hope disappears. Appendix 1: Time-Series Photos of the Aral Sea Source: Aral Sea Homepage, 2002 These pictures were taken using LANDSAT TM satellite technology. The reddish shade represents the vegetation around the Aral Sea. The northern part of the image is the shoreline of the sea. Notice how in 1979 the shoreline is quite large, while in 1989 it is non-existent, illustrating the decreasing water levels. What is also striking is the white shade on the satellite photo from 1989. This represents an artificial saltpan, caused by desertification and desiccation. Appendix 2: World Map of Armed Conflicts and Desertification Source: CIESIN, 2003 Most of the armed conflicts occurring from 1989-97 are in highly desertified areas. Thus, there is a strong positive correlation between desertification and armed conflict. Appendix 3: Map of Desertification Vulnerability and Malaria Risk in Africa For both maps, red represents the highest severity, followed by orange, yellow, green and lastly white. In desertified areas, much of the population is at risk of malaria, thus there is a strong, positive correlation between desertification and malaria. Appendix 4: World Map of Desertification Vulnerability Source: CIESIN, 2003 Works Cited Aral Sea Homepage. â€Å"Aral Sea Region: Kyzylorda Oblast, Kazakhstan. † 2002. . CIESIN: Center for Earth Science Information Network. â€Å"Global Desertification Dimensions and Costs. † 29 July 2003. . DEWA: Divisions of Warning and Assessment, United Nations. â€Å"Desertification and Drought Identification. † 2002. . Dingle, Carol, et al. â€Å"Franklin D. Roosevelt Quotations. † 2003. . Dregne, H. E. , et al. Desertification of Arid Lands. New York: Harwood Academic Publishers, 1983.