Marketing in search engines and financing Assignment

Marketing in search engines and financing - Assignment Example Similar to way spam has lowered the efficacy email marketing, the â€Å"click fraud† raised the cost of search engine marketing and lead to a reduction of its attraction to merchants. Some of the aspects surrounding paid placement are that anyone can click on the engine ads raising the costs of merchants, without making any purchase. Consumer objects this service since one can increase his or her revenue by requesting friends or relatives to click the ads Microsoft or Google place on his or site without even making any purchase (Kennedy and Kristjan 71). Purchasing a car, home, or shopping using credit card are examples of debt financing. You are receiving a loan from someone or even a business under the condition of paying the loan back with some interest (Jagpal and Shireen 525). Using debt financing to start up a small business takes a similar way. An entrepreneur can apply for a loan to start a business from banks or friend, lenders or from family members, which he must pay back with same interests. Debt financing is advantageous since the lender has no powers to control your business. After the completion of loan payment, the relationship between the debtor and the creditor ends. If one business is a local startup business, which does not require large-scale funding, then debt financing is the best option (Jagpal and Shireen 526). Equity financing unlike debt financing involves investors. An investor can decide to offer his company shares to friends, family members, or small investors. However, this form of financing involves angel investors or venture capitalists. Equity financing is advantageous since the investor incurs all the risks. If your business fails to raise the money, the investor cannot force you to pay the money (Jagpal and Shireen 526). This form of financing is appropriate for small business when they are at their very startup stages. Such investors who fund these small businesses are Angle investors who invest

Critical Review of the Olympic Cities Essay Example | Topics and Well Written Essays - 1000 words

Critical Review of the Olympic Cities - Essay Example It is not a new phenomenon by many cities in promoting boosterism through the holding of big events. The American cities have held show case events in attracting visitors, investors and residents. Recently, this strategy has changed in many cities because of many factors such as change in federal urban policy and the high global economic competition. At the start of the 1980 there was shorted in the funds that were given by federal government in the development of the cities. This made other cities to come up with other strategies in the development of their cities. The mega events are not only symbolic but they are also considered present a good image for the cities. This image has resulted in the growth and economic development of the cities. There is a comparison between image creation and the local government. Image creation has ensured that there is allocation of resources at different cities. Mega events are a big push to the development of economic development. These events ar e recognised as a great opportunity for growth in many different cities. The Olympic Games are considered as the major mega events. This is because they able to increase tourist attraction and ensure the host company get a lot of revenue. Most importantly is that the host city get media recognition for their effort in holding the events. Methodology As part of the survey methodology different cities were selected where the event already been held. The survey was conducted on three cities which have experienced bidding as well as staging the Olympic game in areas such as Atlanta, Los Angeles and Salt Lake City. The focus in mainly on the Olympics as it has become the mega event during the global economic competition. The survey is conducted only on US cities due to the political economy of the federal system (Andranovich, Burbank, & Heying, 2001). The American cities are in a unique position with regards to hosting large events such as Olympics. Mega events occur with multi-dimension al and multipurpose of the aspect. The events in each city are examined over three key stages which involves, bidding for the game, organising and post games legacy. The three cities differ in terms of size, political history, social consumption and economic base. Therefore by comparing the cities the main aim is to identify the features of relationship between consumption based economic development and mega event strategy in urban politics. The journal Olympic cities: Lessons learned from mega events, which aim to address the challenges and opportunities in hosting the Olympic Games and focusing on cities of Salt Lake City, Atlanta and Los Angeles. The focus is mainly on the adoption of strategy to conduct the mega event and the effect it had on urban policy (Andranovic, Burbank, & Heying, 2001). To begin with an overview of consumption on economic development has been discussed which had two dimensions which includes building convention centres and sports development. Many people aspire in learning how the mega event strategy contributes in the urban politics of the US. There are the cities in US that have high experience bidding in order to hold the Olympic Games (Andranovich, Bur

Relationship between competitive sport and self esteem

Relationship between competitive sport and self esteem The present study examined the relationship between competitive sport and self esteem. The sample included both female and male participants who were divided into two groups, athletes (N=20) and non-athletes (N=20) An athlete was defined as an individual between the ages of 15-25 years old who was currently involved in organized competitive figure skating for at least 10 hours per week. A non-athlete was defined as an individual between the ages of 15-25 years old who was not currently involved in organized, competitive skating for at least 10 hours per week. The measures used in this study were Rosenberg Self-Esteem Scale (1965), the Coopersmith Self-Esteem Inventory (1981), for all participants to measure their self esteem. In addition, the figure skaters athletic identity was evaluated by using the Athletic Identity Measurement Scale developed by Brewer et al. (1993). The global hypothesis was that competitive sport would have a negative impact on the individuals and that there would be a significant difference in self esteem scores between the athletes and non-athletes. More specifically it was hypothesized that the athletes would present trends as to why their self-esteem was lower than th e non-athletes. Results of the independent t Tests refuted the hypothesis that there would be a significant difference between athletes and non-athletes. Sport is commonly defined as an organized, competitive and skillful physical activity requiring commitment and fair play. It is practiced all over the world in different countries. A competitive athlete is proficient in their sport and dedicates their time and money to competition and training. A competitive athlete is someone who has competed in organized, competitive figure skating sport for more than 10 hours per week. Competitive athletes can fall under the amateur level (college and university) or the professional level (not attending school). Being a competitive athlete involves time, dedication and hard work. It involves being at the rink, tennis court or pool all the time. To simultaneously develop a career in competitive sport and commitment to education, work and personal life is not easy today as it was a few years ago (Bussmann,1995). This challenge will become more difficult in the future because the competitive calendar is becoming more demanding each year. (Bussmann, 1995). A career in competitive sport is only possible if an athlete commits themselves to hard work, dedication, training, and a tight time structure with their competition season. Coakley (1992) found that a major aspect that leads athletes to experience feelings of entrapment included identity development, self esteem and life balance issues. If athletes have more facets to their personal identity that just sport, they are less likely to burnout. It is important for athletes to have a healthy balance. Focusing too much on any given sport can lead to feelings of hopelessness, failure and resentment to their sport. A healthy balance is the ultimate goal in an athletes life. Despite the importance of a healthy balance in an athletes life, Orlick and Partington (1988) pointed out that the key to elite athleticism was a total commitment to pursuing excellence. This total commitment to sport was found to be the distinguishing factor between successful and unsuccessful competitive athletes. Therefore, in order to achieve or maintain athletic success, an athlete must sacrifice this healthy balance to capitalize on their physical talents. Self esteem is an example of a sacrifice some athletes experience, to attain success. Often athletes push themselves so hard, that failure or lack of perfectionism can negatively affect their self esteem. Athletes are especially vulnerable to this problem of attaching self-esteem to ones performances because they are judged by how well they perform. This is specifically evident in figure skating, where participants are constantly judges by their coaches in practices, judges in competitions, and themselves almost daily. However, society sends subtle signals that they must achieve in their sport to feel worthy as a person and that is the trap that many athletes fall into. In addition, if an athlete is a perfectionist, it can further affect their self-esteem because they have such high expectations and are always so critical and hard on themselves. If athletes fall into this trap, their emotions, and how they feel about themselves, are heavily influenced by the perceptions of their perf ormance, which can naturally vary from day to day. Your self esteem may fluctuate based on performance or practices. Although previous research has investigated the psychological effects of competitive sport, few studies have examined competitive figure skaters and their self esteem. The research area studied was sport psychology, and the topics were athletes, non-athletes and self esteem. A subtopic measured was athletic identity. The global hypothesis was that competitive sport would have a negative impact on the individuals and that there would be a significant different in self esteem scores between the athletes and non-athletes. More specifically it was hypothesized that the athletes would present trends as to why their self-esteem was lower than the non-athletes. Conceptual Framework The main theory behind the study was the need for research. More research was required on competitive figure skaters and self esteem, as figure skating can produce high fluctuations of self esteem. Theory plays a large part in my study because the ideas behind my theory came from personal experiences as an athlete. I have a close personal connection to my study, as I was once a competitive figure skater, who was immersed in the sport and identified quite strongly with the athlete role. When I retired, I experienced low self-esteem and identity foreclosure. Attempts were made in the study, to see if there were similarities between my experiences as a competitive figure skater and my participants. The study was both descriptive and explanatory in nature. I attempted to describe my data and explain why and how it happened. Descriptive statistics were used to analyze the quantitative data obtained through the surveys. It was explanatory in nature and I attempted to explain my findings and why self esteem affected competitive athletes. An attempt was made to understand of why competitive sport affects athletes so strongly, specifically self-esteem. My paradigm and perspective was post-positivist and deductive. I developed a hypothesis and set out to prove it with my data. I attempted to produce factual information through my survey research, however I still had a personal connection to the topic. Literature Review Self Esteem Self-esteem reflects a persons overall evaluation or appraisal of his or her own image, perception. The term self-esteem encompasses beliefs and emotions such as triumph, despair, pride and shame. A persons low self-esteem may be reflected in their behaviour, such as shyness, or caution. Self Esteem and the Competitive Athlete In a study done by Koivula (2002), 30 Swedish elite athletes were assessed on their self esteem and perfectionism levels. It was concluded that the setting of high standards is an integral part of elite sports, and often beneficial for the athletes performance. However, individuals who suffer from perfectionism may have heightened levels of anxiety, due to discrepancies between ideal and current self/situation. This could, of course be detrimental to their sport performance. The differences cited between athletes and non-athletes in self-esteem in the Huddy and Cash (1997) study were based on comparing athletes involved in individual sports (running and swimming) to a group of non-athletes. Therefore, it may be the case that individual-sport athletes benefit more from participation in physical activity than do those athletes involved in group-type sports when it comes to having a positive effect on self- esteem. This could also be detrimental to their self-esteem because an individual sport requires extreme mental toughness, concentration, pressure and a much higher degree of accountability. Most research hasnt focused on figure skaters, their self-esteem and the impacts of this competitive sport. There is a definite need for research in this area, because figure skating demands psychological and mental strength from an athlete. The present study will add to the work done by Hall and Durborow (1986) and Frost (2005) who studied self esteem in high school college athletes, with Hall and Durborow, studying specifically female athletes. These studies failed to include figure skaters as a competitive sport. It is hoped that from the present study that some insight will be found on if and why figure skaters suffer from low self-esteem and future research may come from it. Athlete Identity Most research done on athletic identity was done in the early twentieth century. Identity answers the question Who am I? Athlete identity is the degree to which an individual identifies with an athlete role. (Brewer, et al) Sense of self is the realization and knowledge of who you are as a person; athletes might know who they are and define themselves through sport. Having a strong sense of self is important in shaping your identity. Brewer, Van Raalte, and Linder developed the Athletic Identity Measurement Scale (AIMS) and tested it with college students (athletes and non-athletes). They tested based on a rating scale handed out in the form of a survey. Athletic identity differences between males and females were tested and in three studies, they found that males had a significantly higher athletic identity than females. The researchers reasoned that American society places a greater emphasis on sport for males than for females. Coakley (1990), supported this finding with his analysis that girls are less likely to learn that physical activities and achievements in sport can or should be uniquely important sources of rewards in their lives. If girls do not receive as many rewards for their participation in sports, they are less likely to develop a strong athletic identity. (Coakley, 1990) Athletes who are more immersed in their role in sport will identify themselves with more certainty than others (Adler, 1991). Forty college basketball players competitive in their sport were tested by Adler and Adler (1991) and were found to identify themselves as student-athletes. This is a common identification among college athletes and is a desirable status symbol with a strong sense of belonging and self esteem. Those with a very strong athletic identity tend to interpret events, such performance and practice sessions, in terms of how it affects their athletic involvement. A strong athletic identity tends to increase an individuals commitment to sport, but those with an exclusive athletic identity tend to have emotional difficulties when they had performances or their competitive careers end. Those with a strong athletic identity spend more time with teammates and coaches who further strengthen their athletic identity. These were findings done in a recent study by Horton and Mac k (2000). Alpine skiers were tested and viewed in conjunction with other aspects of ones self-concept, that athletic identity plays a significant role in understanding ones cognitive structure and social role composition. (Horton, 2000) However, if an athlete exclusively identifies with the athletic role, he/she has an increased risk of experiencing a severe emotional disruption during a career transition One very interesting study previously conducted involved identity and athletic retirement. It is the most recent and relevant study done that relates to my own intended research. The study was conducted by Lally (2007), to examine the relationship between identity and athletic retirement using a longitudinal, prospective design. One-on-one in-depth interviews were conducted with three males and three female university student competitive athletes at three times: at the outset of their last season of competition, approximately 1 month after their retirement, and approximately 1 year later. The results revealed that the participants committed themselves strongly to their athletic goals and anticipated disrupted identities upon retirements. The study concludes that the redefinition of self long before sport career termination may protect ones identify during this transition process. (Lally, 2007) The Importance of Sport Sport is a great way to get involved and stay active and healthy. Evidence has shown that there are significant benefits to participating in sport. For example in a study done with high school students states that extra-curricular sport participation throughout high school is a good predictor of having a good job with autonomy at the age of 24 (Eccles, 2003). This study looked at sport and youth development and shows only the impact of sport at a high school level. Sport is a social process and involves engaging with others and meeting new people. Many important relationships are formed in sport and an athlete often forms relationships solely within their sport. Athlete-coach, athlete-athlete and athlete-parent are examples of important relationships developed in the sport environment (Jowett, 2006). These examples were studied by Jowett among Olympic medalists, who trained very hard and fall under the competitive athlete category. Sport can positively affect a persons self esteem and give them a sense of satisfaction. A study done by Findlay and Bowker (2009) explored specific aspects of sports and individuals on 4 levels (physical competence and physical appearance self-concept, global physical and general self-esteem). Three hundred and fifty one adolescents were studied from elite sports and regular school classrooms. Participants were separated into group based on sports participation (elite athletes, competitive athletes, and non-athletes). The level of athleticism was found to be positively related to physical competence and appearance self-concept and general self-esteem. (Findlay, 2009) This study is a positive indicator as to why people compete and identity with sports. Unfortunately this study was very large and broad and therefore wasnt overly clear and concise. Competition and Sport Competition is a large part of sport and involves a direct comparison of performance against others or ones own goals. Sport needs to have goals or the outcomes seem meaningless. Athletes are driven to achieve goals and improve on performance. Competitors enjoy winning. This simply put is the driving force behind competitive sport and athletes. There is a joy from accomplishment and an intrinsic value with competing and performing at your best. A competitive athlete trains day after day to perform their best when the day of competition arrives. Although many athletes see positive effects from competition, there are also are many negative side effects to competitive sport. Competition can be difficult from a practical standpoint because it doesnt, contrary to public belief, improve performance, creativity or productivity. It can also be psychologically detrimental because it leads to anxiety, lower self-esteem and dependence on external evaluation (Kohn, 1992). This was argued in Alfie Kohns (1992) book, No Contest: the Case against Competition. However athletes still pursue further training and dedicate themselves to becoming a competitive athlete. It is also the love of their sport that drives them to continue to train ha rd and push themselves to be the very best. Athletes often become so involved and immersed in their sport that training and competing becomes an everyday routine and way of life, therefore identifying with the sport. The sense of accomplishment and pride that comes with winning a prize or medal is huge. There is no greater feeling in the world. To obtain this feeling, athletes often have to push themselves to the point of psychological impact. With success, comes sacrifice, often affecting self-esteem and confidence. Production of the Competitive Athlete For athletes in highly competitive sports, discipline and dedication are required to pursue excellence in sport. Success depends on multiple factors an athlete must strive to work towards in order to gain maximum results. Coaches and athletes understand that repetitive training and immersion in practice drills will develop the athletes skills necessary to perform well and to reach their goals. A large part of sport involves mental toughness, focus and concentration. Concentration and determination and focus are often the deciding factors in the outcome of athletic competition (Nideffer R. ., 2001). Regardless of the specific sport, attention and concentration are essential for success. These were findings by Nideffer and Sagal (2001) in their study done with elite skiers. They found that attention and control are keys to becoming successful athletes. The more concentrated and focused on a sport an athlete is, the greater the results will be. Continuing success at an elite level requires athletes to devote more time to their sport and focus their entire life on training, managing specific diets, maintaining fitness levels and preparation and focus for competitions. Competitive athletes who tend to spend more time immersed in the sport, will get transformed, and often identify themselves strongly as an athlete. As the competitive athlete devotes more of their life involved in their sport their ability to identify with that sport becomes increasingly evident (Horton, 2000). Significant life changes can happen in competitive sport. As the world of sport gets faster, stronger and more successful, the demands from training and performance increase. Psychological Impact of Competitive Sport Injuries are on example of why self-esteem may be lower in competitive athletes. Some research has been done to date on the psychological effects from an injury however within the last decade; the main physiological dimensions of sport injury to the exclusion of psychological dimensions have been looked at in detail (Petitpas, 1995). *** injuries with figure skaters In an argument and analysis done by Cupal (1998), from Utah State University, psychological interventions are needed when an athlete suffers from an injury. Most of this article focuses on what needs to be done and what has been done in the past with post injury psychological testing and intervention of athletes. More work is needed on illustrating how an athletes injury affects their sense of self and identity. The mind is very powerful and can be greatly affected by injury (Cupal, 1998). In a study done by Johnston and Carroll (2000); looked at the variation of psychological impact of injury based on sport. It was mentioned that to date there are only 4 published reports of sports involvement as a factors of injury (Johnston and Carroll, 2000). They also concluded that the more involved an athlete is within their sport the greater negative impact, and injury will have psychologically. This study was completed by giving them questionnaires, highlighting which sport they were involved in, training regimens and post injury effects. It was an important study because it showed more competitive athletes having experienced the greatest hardships when an injury happens. It also gave the reader an indicator of which sport-related injuries have the greatest psychological impact. Mental toughness and focus are contributing factors of success in sport. Sports psychology has a distant role in the acceptance and recovery of athletic injuries. Stress-related factors are the most common among psychological factored to influence an injury. (Anderson Williams, Psychological risk factors : Injury prediction and preventive measures, 1998) They developed a theory on psychological factors that contribute to injuries. They vaguely show how injuries can develop from stress, depression, lack of motivation, but fail to show how the mind is affected when the injury occurs. An athletes recovery can be vastly influenced by their mental ability to cope. After an injury the brain goes through psychological reactions to what has just happened. The five stage process includes denial, anger, bargaining, depression and acceptance (Hardy, 1990). This five stage process fails to consider athlete identity after injury. There are four other psychological reactions associated with athletic injuries. Identity loss, fear and anxiety, lack of confidence and performance decrements are all part of the minds way of dealing or reacting to what has happened (Petitpas, 1995). Figure Skating as a Competitive Sport For the purpose of the present study figure skating will be the competitive sport of choice. Figure skating is the epitome of all things sport. Athletes must have the stamina of both a short and long distance runner, strength of a hockey player and the grace of an equestrian rider. Figure skating offers its participants unparalleled opportunity to achieve personal success, fitness and strength. The competitive figure skating experience lends itself to the acquisition of life skills including determination, mental toughness, focus and respect. Figure skating teaches good, wholesome values, commitment, the pursuit of excellence, healthy competition, resources and health and well being. Achieving excellence demands a lot of time, most competitive figure skaters are at the rink 10-15 hours per week depending on age and achievement level desired. Their training regimens include on-ice training, off- ice conditioning workouts, ballet classes and nutrition and psychology seminars among othe r demands. Figure skating is primarily an individual sport. Unlike more traditional sports, figure skaters do not have teammates to rely on for social and athletic support, and they alone are responsible for their competitive outcomes. Thus, figure skaters may experience considerable pressure and performance anxiety than athletes in other sports. Figure skating requires its athletes to make sacrifices that are not required of athletes in many other sports. One such example is the significant financial investment for the athlete by his or her family, and the expenses are much greater than those incurred in many other sports. The cost of a pair of skates alone ranges from a minimum of $500 for relatively low level boots and blades to well over $1,000. Practice time, private instruction, off-ice training, practice apparel, routine equipment maintenance, music editing, competition entrance fees, competition apparel, and travel fees are all additional costs. This financial burden can negatively impact a figure skater into constantly feeling pressure to give 100 percent all the time and achieve considerable success. A figure skaters social life can be majorly impacted by the demands of this competitive sport. Figure skaters often have inconvenient times for practice, such as very early in the morning and in the early afternoon. In order to make these practice times, many figure skaters have shortened school schedules that allow them to leave school early. At the Mariposa School of Skating in Barrie, Ontario there is a co-op program that allows figure skaters to obtain school credits while skating. However, this also eliminates times where students generally socialize with peers, such as lunch and recess. Practice schedules may also prevent figure skaters from becoming involved in school-based extracurricular activities, which frequently have meetings before and after school, eliminating another potential setting for peer interaction for figure skaters. Finally, figure skaters often are required to get up very early in the morning for practices. This also leaves little time for socialization with friends after school, as early morning practice requires skaters to go to sleep earlier than their non-skating friends. Other than that, figure skaters often devote what time they have left, to dinner and homework. Figure skating can be tied into self esteem and sense of self-worth. Some competitive figure skaters may suffer from a foreclosed identity status. According to Marcia (1966), identity foreclosed individuals solely identify with their sport and fail to explore any other possible identities. The training demands leave little time to explore potential identity options specifically other sports or interests. Frequently, early and mid-adolescents make identity decisions based on their peers and significant others (Kroger, 2007). For figure skaters, there are few opportunities available to interact with and identify with peers and significant others other than fellow figure skaters. Studies done on self-worth and self-esteem has shown that there are numerous dimensions of self-esteem that can contribute to an individuals overall sense of self worth (Harter, Waters, Whitesell, 1998), and that the dimensions of self-esteem most valued by the individual are the best predictors of his or her overall sense of self-worth (Harter et al., 1998). The athletic identity measurement scale by Brewer (1993) further supports this as many studies have confirmed that the higher the immersion in their sport, the higher the athletes identifies with it. Often with competitive athletes their self-esteem and identity are tied into their athletic accomplishments and with each new accomplishment, comes new, higher expectations (Blansett Blansett, 2002) The task of controlling body changes during adolescence and early adulthood may be especially difficult for figure skaters. The increases in height, body fat, and weight distribution that accompany adolescent development in females (Kroger, 2007) may be especially detrimental for figure skaters because these biological changes greatly impact a skaters ability to perform jumps and spins. The addition of body fat not only makes it more difficult for skaters to get the height necessary to complete rotations in their jumps, but changes in weight distribution can affect their timing and balance. Some studies like (Stoutjesdyk Jevne, 1993; Sundgot-Borgen, 1994), suggest that athletes are at increased risk especially female athletes are at risk for eating disorders. Sports that have major aesthetic components such as gymnastics, cheerleading, ballet, diving and figure skating (Brooks-Gunn, Burrow, Warren, 1988; DiBartolo Shaffer, 2002; Reel Gill, 1996; Sundgot-Borgen, 1994) may have hig her eating disorder rates than others. Skaters are concerned about appearance, have lower than recommended daily caloric intake and often engage in caloric restriction due to dietary advice from nutritionists and coaches. A study done by Monsma and Molina (2004), investigated figure skaters and presented a profile of eating disorder risk; comparing different variables. Analyses indicated that the Body Mass Index (BMI) was the most robust biological variable for subsequent analyses. BMIs among skaters were lower when compared to other athletes and individuals. The present study will attempt to garner similar results in the qualitative sections of the questionnaire. The role an athlete assumes in figure skating can be important in affecting their self worth and self esteem. The Charter for Competitors lists the following duties and responsibilities of all sport competitors: must abide by both the laws and spirit of their sport, must accept the decisions of umpires and referees without question or protestation, must not cheat and in particular must not attempt to prove their performance by the use of drugs, must exercise self control at all times, must accept success and failure, victory and defeat with good grace and without excessive display of emotion, and must treat opponents and fellow participants with due respect at all times (Kew, 1997). The role of the figure skater requires the athlete to be responsible for his or her skating; their behavior, their fate and no one can do it for them. All of these responsibilities can be negatively damaging on a competitive figure skater. There is so much pressure on competitive figure skaters and without intense training and dedication, skills and achievements decline. Figure skaters repeatedly apply huge amounts of pressure onto their bodies, sometimes without success. Sometimes athletes will try so hard to achieve success, but at times, can fail. Fear of pain and failure are both paramount psychological challenges for athletes (Shogun, 1999) Fear of failure can also lead to decreased self esteem and self worth. Methodology Instruments Athletic Identity Measurement Scale The Athletic Identity Measurement Scale (AIMS) is a 10-item quantitative inventory measuring the level of athletic identity. It is designed to measure the degree in which an athlete identifies themselves with their sport. The Athletic Identity Measurement Scale (AIMS) is a tool that assisted in the study. To examine the athletic identity of athletes, Brewer, Van Raalte, and Linder (1993) developed the Athletic Identity Measurement Scale (AIMS). Brewer Cornelius (2001) have since developed the most recent version of the scale. (B. . Brewer, 343) this scale will be used to ask questions and for participants of my study to complete upon which additional open ended questions will be added. (See attached appendix) This scale is a highly validated scale, used in past research to measure athletic identity. Coopersmith Self-Esteem Inventory (1978) The Coopersmith Self-Esteem Inventory (CSEI; Coopersmith, 1989) was designed to measure the respondents attitudes toward self in personal, social, family, and academic areas of experience. The original Coopersmith Self-Esteem Inventory was developed for children. In the present study, a modified version developed by Dr. M.B. Ryden was used for adults and adolescence. It was then modified to fit the study, by only using 15 like me and 15 not like me questions. The participants had the option of checking like me or not like me for each question. Rosenberg Self-Esteem Scale (1965) The Rosenberg self-esteem scale, developed by Morris Rosenberg, is a widely-used self-esteem measure in social science research. The scale is a ten-item quantitative measure with items answered on a four-point Likert scale from strongly agrees to strongly disagree. Qualitative Questions Two additional questions were added to the questionnaire, one for the athletes and one for the non-athletes. They are located in Appendix____. The purpose of these questions was to provide analysis and interpretation of the answers. Qualitative research gathers in-depth understanding of human behaviour and the reasons why such behaviour happens. For example, the athletes were asked to expand on any negative effects that competitive figure skating has brought about. It was hoped that if the figure skated experiences low self esteem, the qualitative questions would provide answers. For the non-athletes, a question was presented about being a non-athlete/inactive and any negative affects it brought with it. It was hoped that if they experienced any low self esteem from not being active or a competitive athlete, the qualitative questions would provide answers. Procedure In order to insure consistency among test subjects the sport of figure skating was chosen for this study. Figure skating is a well-organized, professionally coached sport in which individuals between 15-25 years old, practice a minimum of 10 hours per week. The athletes were recruited from The Mariposa School of Skating in Barrie, Ontario. There were 20 figure skaters who participated in the study. A meetin

The Renaissance :: essays research papers

The Renaissance   Ã‚  Ã‚  Ã‚  Ã‚  The literal meaning of the word Renaissance is â€Å"rebirth.† This idea of rebirth definitely applies to the music of this period. The Renaissance followed the Middle Ages and spanned from 1400 to 1600. A central characteristic was the rebirth of humanism, which is a way of looking at our world, emphasizing the importance of human beings, their nature, and their place in the universe. One main purpose of the humanistic view was to educate pupils to be the â€Å"ideal gentleman† or â€Å"universal man† that was reminiscent of the Greco-Roman ideal.   Ã‚  Ã‚  Ã‚  Ã‚  During the Renaissance vocal music was more important than instrumental music, and composers during that period wrote music to enhance the meaning and emotion of the text. (Source: www.thinkquest.org) Renaissance composers often used word painting, a musical representation of specific human emotions. Word painting was used in the madrigal, which is a piece that matches the word of the song with a musical setting. For example if the text had words like â€Å"rising,† â€Å"flying,† or â€Å"soaring† then the music would be fast upward scales. (Source: Jeremy Yudkin â€Å"Understanding Music†) The most famous composer that wrote such madrigals was Giovanni Pierluigi da Palestrina.   Ã‚  Ã‚  Ã‚  Ã‚  Palestrina, according to most Renaissance scholars, was a master composer. He started out in 1554 performing Masses and sang in the Cappella Sistina. (Source: w3.rz-berlin.mpg) He was so famous that he was actually asked to rewrite the church’s main plainchant books, but had to follow the Council of Trent’s guidelines. His most famous Mass, Missa Papae Marcelli, was in fact in line with the Counter Reformation, which he always was. His conservative attitude towards making the Catholic polyphonic music helped composers down the line to create new music for the church. Even though the polyphonic texts invaded the church, most of the Ordinary of the Mass, which is the Kyrie eleison, Gloria, Credo, Sanctus, and Andus Dei stayed mostly in plainchant for at least some parts.   Ã‚  Ã‚  Ã‚  Ã‚  The Protestant Reformation actually helped the Catholic Church come to let the Mass become more active with polyphonic hymns. The musical boundaries were expanded because the invention of printing which led to a larger circulation of text. Even though the church grew towards easier hymns music still gradually move to a secular way of creating music. The whole Protestant Reformation started because the king of England and Martin Luther, the king wanted to divorce his first wife and the pope would not recognize this break of the marriage vow.

Human Resources & Organizational Effectiveness Essay

Small scaled businesses are very important for developing countries and as well as developed countries. In a country like the China a small business can become success and it will play an important role in the economy of the country. Small businesses are growing in importance in the China; hundreds of small businesses are opened every month in the country, by people who have found themselves squeezed out of a corporation due to downsizing or who voluntarily leave the corporate world so that they can seek a slower pace and healthier balance between world and family life. Small businesses are mostly opened by women and minorities in the China. As the smallest businesses become increasingly complicated due to globalization, government regulations and customer demands for better quality at lower prices, managerial dexterity is very complex and it is very hard to become a success. (Szarka, 1990) Managers in small businesses tend to emphasize roles different from those managers in large companies. Managers in small companies often see their most important role as a spokesperson, because they need to promote the small, growing company to the outside world. The entrepreneur role in the small business is very important, because the managers must be very creative and help their company to develop new ideas so that they can be competitive with other companies. Small business managers tend to rate lower on the leader role and on information processing roles compared with counterparts in large companies. As the world of small organizations become increasingly complex, managers should carefully incorporate the 3 categories for roles. They must simultaneously mange by information; manage through people, and mange through action to keep their organizations healthy. (Szarka, 1990) Managing a Small Growing Business Once a business is set up and running, how does the owner manage it? Often the traits of self-confidence, creativity and internal locus of control lead to financial and personal grief as the company grows. A hands-on to the entrepreneur who gave birth to the small business or company, loves perfecting every ting detail of the company. But after the start-up, continued growth requires a shift in the management style. Those who fail to adjust to a growing business can be the cause of the problems rather than the solution for the company. A small business goes through distinct stages of growth; with each of the stage the company requires different management styles and skills. Intrapreneurship in a Small Business Intrapreneurship can be defined as a process which recognizes the need for innovation within the company, plus it helps with managing the company. The following rules help to develop the necessary environment which is required in the company, they are as follows: 1.  Ã‚  Ã‚  Ã‚  Ã‚   The employees should be encourages 2.  Ã‚  Ã‚  Ã‚  Ã‚   The management should use informal meeting whenever possible 3.  Ã‚  Ã‚  Ã‚  Ã‚   The company should learn to tolerate failure and learn from it 4.  Ã‚  Ã‚  Ã‚  Ã‚   The employees should be rewarded for their innovative ideas 5.  Ã‚  Ã‚  Ã‚  Ã‚   Teams should be formed Human Resource Practices The human resource practices in a small and medium business differ from large organizations. Planning In the early stage of existence, formal planning tends to be nonexistence except for the business plan. The business plan can be defined as a document which specifies the business detail of the company by the entrepreneur. The primary goal is to remain alive within the industry. As the company grows, formal kind of planning is not usually instituted until the company does not reach its success stage in the growth stages of the company. For example, records selling company in the China has defined a goal by carving out a niche in the volatile record industry by focusing only on roots music, which is an electric mix of soulful and down home sounds with country edge. This company is only one of the few surviving profitable companies in the country.   (Cameron & Miller, 2008) Organizing In the 2 stages of company’s growth, the company’s organization structure is very informal, where all the employees are reporting to the owner of the company. By the third stage the functional managers are hired to take over the duties from the owner. A functional organization will be created and there will be changes in all the departments of the company. In this stage the managers will be able to learn how to delegate responsibilities to others. But these days most small companies in the China are limiting creating ways so that they can stay small but still grow. For example, Woodspirits, it a company that produces and distributes 300,000 soaps to its customers annually. It just employs 3 that work for the company. The company doesn’t want to lose its edge and flexibility; therefore the companies are willing to stay small. Leading Leading is considered to be the driving force in the development of the company, and it is one of the ways to manage a company. The vision along with the leader’s personality actually shapes the small company. With the help of leadership, it is able to point out cultural values, efficiency and ethics of the company. Leadership is also considered important because a great deal of small businesses usually have a hard time of employing qualified workers. There is always a labor shortage for a small company, and these shortages usually damage the company a great deal. Controlling It is also important that there is a financial control in the company. In the company’s starting days control was exercised by simple accounting records and through personal supervision. The control techniques usually become more sophisticated during the resource maturity of the company. For example, the Sock Shop was originally a hit in the US, but it failed due to a lack of control within the company. (Fullmer, 1983) Compensation Compensation of employees in a SME is mostly based on the jobs and its evaluations.   With job analysis information as a part of the department’s HR information system, compensation analysts have the minimum information needed to evaluate the work activities of their employees. Job evaluations are steps and procedures that help to identify the relative worth of jobs or work activities. There are different kinds of approaches to the evaluation of a job; these approaches consider the responsibility of the employee, skills that are needed for the job, efforts done by the employee and the working conditions related to the job. Without job evaluation the HR department would not be able to create a rational approach to pay. The most common methods for job evaluation that helps with a compensation plan are job ranking, job grading system where as in large organizations it is done through factor compensation and the point system.   But the best way the HR can compensate the employ ees is through job grading, why, because, it is the simplest way to classify a job and the companies don’t have to spend a great deal of money on it. (Werther & Davis, 1996)

Air Asia

STRATEGIC MANAGEMENT (PMS 3393) ‘AIR ASIA’ Prepared by: Ahmad Izzuddin Bin Ahmad Zamri (4102005781) HaslindaBinti Ismail (4092008911) MohdAzuan Bin MohdAbdKadir (4102008091) Muhammad Khairil Anwar Bin Othman (4102004441) Nur An-NisaBintiRahmat (4071032881) SitiAisyahBintiMohdYusoff( 4102001031) SitiKhajirahBinti Abdul Aziz (4092008931) Prepared for: Dr. HafsahBinti Ahmad Submission Date: 22nd November 2012 Table of Content Acknowledgement1 Introduction2 History3 The Vision, Mission Statement and Objective5 Value Strategy6 Business Model8 Competitive Advantages10 AirAsia Assumption12SWOT Analysis13 The Air Asia 5 Forces Porter Model16 Air Asia Market Segments19 Five Years Financial Highlights22 Appendix24 References25 Acknowledgement Alhamdulillah. Thanks to Allah SWT, whom with His willingness has giving us the opportunity to successfully complete this Strategic Management assignment. First of all, we would like to express our special thank to Dr. HafsahBinti Ahmad, a le cturer of Strategic Management who had guided us and also provide a lot of information regarding our assignment from beginning to the end of the semester and also the valuable advices that he gave to us during our lectures.We are really appreciating it. Deepest thanks and appreciation to our parents, family and all fellow friends for their cooperation, encouragement, constructive suggestion and full of support for the assignment completion, from the beginning till the end. Without the help and guidance from all of you, it will be difficult for us to complete this assignment. Thank you. 1. 0 Introduction Air Asia is a Malaysian-based low-cost airline. Air Asia is Asia's largest low-fare, no-frills airline and a pioneer of low-cost travel in Asia.Air Asia group operates scheduled domestic and international flights to over 400 destinations spanning 25 countries. Its main hub is the Low-Cost Carrier Terminal (LCCT) at Kuala Lumpur International Airport (KLIA). Its affiliate airlines Tha i Air Asia, Indonesia Air Asia, Air Asia Philippines and Air Asia Japan have hubs in Suvarnabhumi Airport, Soekarno-Hatta International Airport, Clark International Airport and Narita International Airport respectively. Air Asia's registered office is in Petaling Jaya, Selangor while its head office is at Kuala Lumpur International Airport. 1. 1 HistoryAirAsia was established in 1993 and began operations on 18 November 1996. It was originally founded by a government-owned conglomerate, DRB-Hicom. On 2 December 2001 the heavily-indebted airline was bought by former Time Warner executive Tony Fernandes's company Tune Air Sdn Bhd for the token sum of one ringgit (about USD 0. 26 at the time) with USD 11 million (MYR 40 million) worth of debts. Fernandes turned the company around, producing a profit in 2002 and launching new routes from its hub in Kuala Lumpur, undercutting former monopoly operator Malaysia Airlines with promotional fares as low as MYR 1 (USD 0. 7). In 2003, AirAsia ope ned a second hub at Senai International Airport in Johor Bahru near Singapore and launched its first international flight to Bangkok. AirAsia has since started a Thai subsidiary, added Singapore itself to the destination list, and started flights to Indonesia. Flights to Macau began in June 2004, and flights to mainland China (Xiamen) and the Philippines (Manila) in April 2005. Flights to Vietnam and Cambodia followed later in 2005 and to Brunei and Myanmar in 2006, the latter by Thai AirAsia.On August 2006, AirAsia took over Malaysia Airlines’ Rural Air Service routes in Sabah and Sarawak, operating under the Fly Asian Xpress brand. The routes were subsequently returned to MAS wings a year later, citing commercial reasons. Air Asia's CEO Tony Fernandes subsequently unveiled a five-year plan to further enhance its presence in Asia. Under the plan, Air Asia proposes to strengthen and enhance its route network by connecting all the existing cities in the region and expanding fu rther into Vietnam, Indonesia, Southern China (Kunming, Xiamen, Shenzhen) and India.The airline will focus on developing its hubs in Bangkok and Jakarta through its sister companies, Thai AirAsia and Indonesia AirAsia. With increase frequency and the addition of new routes, AirAsia expects passenger volume to reach 18 million by the end of 2007 On 27 September 2008, the company had on its list 106 new routes to be added to its then-current list of 60. The number of old routes discontinued has not been publicly disclosed. On 2 April 2012 Air Asia had their first flight from Sydney to Kuala Lumpur.In August 2011, AirAsia agreed to forge an alliance with Malaysian Airlines by means of a share swap. The alliance was struck down by the Malaysian government, in effect voiding the agreement of both airlines. 2. 0 The Vision, Mission Statement and Objective The Vision To be the largest low cost airline in Asia and serving the 3 billion people who are currently underserved with poor connecti vity and high fares. The Mission Statement †¢ To be the best company to work for whereby employees are treated as part of a big family. †¢ Create a globally recognized ASEAN brand. To attain the lowest cost so that everyone can fly with Air Asia. †¢ Maintain the highest quality product, embracing technology to reduce cost and enhance service level. Future Objective for AirAsia Kuala Lumpur, Malaysia-based AirAsia has recently announced in a press conference that they intend to purchase an additional twenty-five aircraft. The purchase is the second this year for the airline and fourth since the 2005. The purchase agreement is for 25 Airbus A320 series aircraft. This will bring the total A320 series aircraft operated by AirAsia to well over 200 aircraft.Air Asia group CEO Tony Fernades says at the press conference that this purchase is an important step for Air Asia as it signifies their future aggressive route expansion plans in tandem to their expected traffic growth over the next decade. It also demonstrates their commitment to enhance AirAsia's position on the networks by incorporating the most modern and efficient aircraft in the market. The addition of aircraft will be used to add frequency across the route network and introduce new routes. AirAsia's introduction to the aviation industry as an innovator has grown to the extent it is now a leader that sets the benchmark to others. Also speaking at the press conference was Airbus CEO John Leahy. Leahy was very excited about this newest order and says that their company have been extremely proud to be part of AirAsia's outstanding success and delighted that the confidence in the A320 has resulted in the airline now becoming the largest airline customer for this aircraft in the world. With its unbeatable economics and enormous passenger appeal, he is confident that the large A320 fleet is destined to propel AirAsia to the forefront of industry in the years ahead. 2. 1 Value Strategy * SafetyAdop ting a zero tolerance to unsafe practices and strives for zero accidents through proper training, work practices, risk management and adherence to safety regulations at all times. * High Aircraft Utilization Air Asia implementing the regions fastest turnaround time at only 25 minutes and assuring the lower costs and higher productivity. * Low Fare, No Frills Providing guests with choice of customizing services without compromising on the quality and services. * Valuing their People Committing to their people’s development and well-being and treating them with respect, dignity and fairness. Customer Focused They care and treat everyone in the same manner that they want to be treated. * Lean Distribution System They also offer a wide and innovative range of distribution channels to make booking and traveling easier. * Integrity Practicing highest standards of ethical behavior and demonstrate honesty in all their lines of work in order to command trust and mutual respect. * Exce llence in Performance Setting goals beyond the best and reinforcing high quality performance standards and achieving excellence through implementing best practices. 2. AirAsia Business Model 1. Low Cost Carrier A low cost carrier (also known as a no-frills or discount carrier) is an airline that offer low fares but eliminates all â€Å"non-essential† services. The typical low-cost carrier business model is based on: * A single passenger class * A single type of airplane (reducing training and services costs) * A simple fares scheme (typically fares increase as the plane fills up, rewards early reservations) * Free seating ( which encourages passengers to board early) * Direct, point to point flight with no transfer Flying to cheaper, less congested secondary airport * Short flights and fast turnaround times (allowing maximum utilization of planes) * â€Å"Free† in-flight catering and other â€Å"complimentary† services are eliminated, and replaced by optimal pai d-for-in-flight food and drink. 2. Simple Products A typical low cost airlines product is extremely basic. It focuses on getting passenger from point A to B, cutting all the â€Å"extras†. This means there are no meals, drinks and snacks served free on the board. In certain airlines, these may be purchased on request.The aircraft have Narrow seating to permit greater capacity. Low cost airlines offer all-economy flights with no additional space requirement for wider business class seating. This means more passengers can be accommodate on each sector. There are no facilities for seat allocations as this free-seating makes passenger’s board the flights early to get themselves a decent seat. The pricing structures of low cost airlines allow for no additional schemes or sales promotion activities, including frequent-flyers programmed. 3. PositioningThe low cost airlines the world over are known to target non-business passengers, leisure traffic and the price-conscious busi ness passenger segment. The low cost model works best on short-haul point-to-point traffic with high frequencies. These airlines have aggressive marketing strategies and complete with all transportation carriers, including the road and railway networks. Most western low cost airlines fly to secondary airports which are cheaper to land into. However, this is not yet option in India. 4. Low Operation CostsLow cost airlines have a very lean organization structure and operating costs are kept to the bare minimum with low wages (as crew/staff requirement are low and generally fresher’s are preferred), low airport fees, low cost for maintenance and cockpit training (as these are typically outsourced). There is no requirement for standby crews due to a homogeneous aircraft fleet. Low cost carriers aim at achieving high resource productivity. This is generally achieved due to short ground waits (as turnaround times are kept minimal due to simple boarding processes, no air freight, no hub services and short cleaning times).Selling cost is also minimized as high percentage (if not 100%) of ticket sales is generate online, eliminating the margin that would otherwise need to be passed on as commissions to travel agents. 2. 3 Competitive Advantages 2. 4AirAsia Assumption Assumption 1: it is assumed that AirAsia’s customers can still be satisfied and chose AirAsia’s services even if the company does not improve their customer service, as the level and factors of satisfaction differ amongst different customers.Mathematical, these three assumptions can be stated as: A3 = A2 + A1 Where A3 = Customer loyalty through improved services in AirAsia is dependent on; A2 = Customer (repurchase) behavior and; A1 = Customer satisfaction level based on previous experience. Assumption 2:  it is improvement of AirAsia’s customer services will result in improved customers satisfaction and preference for their services, but does not guarantee future repurchase i ntention, thus reducing the chances of customer retention and loyalty.Assumption 3: from the figure (3) above, it is assumed that an improvement in AirAsia’s customers services will enhance customers patronage (which can be measured by the number of repeat purchase and/or intention to repurchase) by improving customer’s experience with their services and enhancing their preference for AirAsia’s services compared to that of AirAsia’s competitors. 3. 0 SWOT Analysis Strengths * Air Asia has a very strong management team with strong links with governments and airline industry leaders.This is partly contributed by the diverse background of the executive management teams which consists of industry experts and ex-top government officials. For example, Shin Corp (formerly owned by the family of former Thai Prime Minister – Thaksin Shinawatra) holds a 50% stake in Thai Air Asia. This has helped Air Asia to open up and capture a sizeable market in Thailand. With their strong working relationship with Airbus, they managed to get big discount for aircraft purchase which is also more fuel efficient compared to Boeing 737 planes which is being used by many other airlines. The management team is also very good in strategy formulation and execution. The strategy that they have formulated at the beginnings was a clever blend of proven strategies by other low cost airlines is US and Europe. They are Ryanair’s operational strategy (no frills, landing in secondary airport), Southwest’s people strategy (employee comes first) and Easyjet’s branding strategy (linking with other service providers like hotels, car rental). * AirAsia is the low cost leader in Asia. With the help of AirAsia Academy, AirAsia has successfully created a â€Å"low-cost airline mentality† among their workforce.The workforce is very flexible and high committed and very critical in making AirAsia the lowest cost airline in Asia. * The excellent ut ilization of IT have directly contributed to their promotional activities (email alerts and desktop widget which was jointly developed with Microsoft for new promotions), brand building exercise (with over 3 million hits per month and on the most widely surfed booking engines in the world) as well keep the cost low by enabling direct purchase of tickets by consumer thus saving on airline agent fees. Weaknesses Air Asia does not have its own maintenance, repair and overhaul (MRO) facility. It may be a good strategy when they first started with only Malaysia as the hub and few planes to maintain. But now, with few hubs (Malaysia, Thailand and Indonesia) and over 100 planes currently owned and about another 100 planes to be received in the next few years, AirAsia have to ensure proper and continuous maintenance of the planes which will also help to keep the overall costs low. It is a competitive disadvantage not to have its own MRO facility. * AirAsia receives lot complaints from ustom ers on their service. Examples of complaints are around flight delays, being charged for a lot of things and not able to change flight or get a refund if customers could not make it. Good customer service and management is critical especially when competition is getting intense. Opportunities * There are 2 major events that are taking place now or going to take place in less than 6 months from now. First is the ever increasing oil price. Second is the â€Å"ASEAN Open Skies† agreement that has been reached. * The increasing oil price at the first glance may appear like a threat for AirAsia.But being a low cost leader, AirAsia an upper hand because its cost will be still the lowest among all the regional airlines. Thus, AirAsia has a great opportunity to capture some of the existing customers of full service and other low cost airline’s customers. However, there will be also some reduction in overall travel especially by casual or budget travelers. * There is also some opportunity to partner with other low cost airlines as Virgin to tap into their existing strengths or competitive advantages such as brand name, landing rights and landing slots (time to land). The population of Asian middle class will be reaching almost 700 million by 2010. This creates a larger market and a huge opportunity for all low cost airlines in this region including AirAsia. Threats * Certain rates like airport departure, security charges and landing charges are beyond the control of airline operators and this is a threat to all airlines especially low cost airlines which tries to keep their cost as low as possible. For example, Changi airport in Singapore charges SGD21 for every person who departs from Singapore. AirAsia’s profit margin is about 30% and this has already attracted many competitors. Most of the full service airlines have or planning to create a low cost subsidiary to compete directly with AirAsia. For example, Singapore Airlines has created a low cos t carrier Tiger Airways. * Users’ perception that budget airlines may compromise safety to keep costs low. 3. 1 The AirAsia 5 Forces Porter Model Internal Rivalry According to the geographic and product market, Lion Air, Batavia Air, Mandala Air, SriwijayaIndonesia and even Garuda Indonesia are Air Asia’s competitors.They also provide cheap prices andnumerous flight routes in South Asia. All these flight companies compete in price except GarudaIndonesia which has a different strategy. As consumer of Garuda, they will get a value-added. Air Asiaclaims that they have no Admin fees but in reality, there are many additional fees which don’t exist inother flight companies. Which is free for some companies is not for other ones. For instance, customers canspeak about booking seats fees or luggage fees. This is definitely the price dimension which matters onthis specific market.Thus the firms struggle on their costs. For instance Air Asia is well-known for theconsidera ble development of its Information Technology. Thanks to the considerable use of the IT, theyget low costs and are then able to offer low prices. In Asian developing countries, the middle class isgrowing up. This creates huge opportunities for the airlines. The companies will have to fight to get somemarket shares because customers are not loyal and switch easily from one company to another. Barriers to Entry Brand awareness is quite important in this industry.To enter this industry not only is requiredhigh capital but also brand image. Most of the time consumers choose the product or service they reallytrust. New entrants have to create brand loyalty by making huge investments to establish their reputation. The government legislation is one of the barriers for entering airlines industry. Therefore it isvery difficult getting a new flight route from the government. If Air Asia doesn’t get any more flight-routes, it may affect their profit because they need to extend their net work. Hopefully Air Asia has always been close to the governments in South Asia.For instance in Thailand, Shin Corp formerly owned by thefamily of former Thai Prime Minister, Thaksin Shinawatra, holds a 50% stake in Thai Air Asia. Thishelped Air Asia to open up and capture a sizeable market in Thailand. Government policies have limitednew entrances, which is a good thing for Air Asia because they are already settled on the market. Key inputs as technological know-how, raw materials, distribution or locations may also limit theaccess to the market. But when a company already established creates its own low cost firm, the key inputs are not a problem anymore.Tiger Airways which has been created by Singapore Airlines is one of the most dangerous competitors of Air Asia Supplier’s Power In airline industry, the power of suppliers is quite high. First there are only two major planessuppliers which are Airbus and Boeing. However both suppliers provide almost the same standardaircra fts, so that the possibility of consumers to switch is low. Moreover Air Asia ordered large amountsfrom Airbus in order to expand its routes to international routes. They built a strong relationship and Air Asia managed to get big discounts.Then Air Asia uses the fuel supplier (AVTUR) from Pertamina which prices are very sensitive. Itmay affect the ticket price. Moreover Air Asia, as Lion Air or Mandala, doesn’t use catering suppliers. They only offer snacks on flight and this is not for free. Lastly, Air Asia doesn’t have its ownmaintenance, repair and overhaul (MRO) facility. If this was not a problem before when they only startedin Malaysia, now with three hubs and an important fleet of aircraft, it might be too expensive. Air Asiamust pay attention to this, not having its own MRO facility is a competitive disadvantage. Buyer’s PowerNowadays, buyers are much more informed and high-educated. That is why they are verysensitive to the price not matter the produc t or the service. Even if Air Asia always provides the lowest price to the costumer, they still will make a comparison between the different airlines. Besides it is veryeasy and costless for the customer to switch from one company to another one because many are offeringthe same service. Moreover Air Asia often gives a bad image to the costumers because of their chronicflight delays. People could choose for another company to be sure being on time. Substitutes and ComplimentsSometimes the consumer is not so much interested in the main product for some reasons. On thelow cost market, the main reason will be the price which he judges too expensive. Then he will look for substitutes. In the airline industry, we can meet two types of substitutes, the direct ones and the indirectones. If the customer is looking for transportation for a short distance, he can look for indirect substitutessuch as bus, train or ship. But travelling will take a longer time. He has to make a strategic choice between time and money. In Indonesia, the railroad industry is monopolized by PT. KAI so there is nocompetition.Regarding the bus and the ship, there are many companies so many choices. Some are the property of the government, some are private. If he is travelling on a longer distance, he will look for adirect substitute, that is to say other airlines. Teleconferencing and other type of business communicationsmay also be substitutes to air travel. Then they would affect the demand for airplanes. 3. 2 AirAsia Market Segments Market segmentation varies for each product but typically targets price oriented customers through their slogan â€Å"Now everyone can fly† Air Asia’s philosophy of low fares is aimed to make flying affordable for everyone.Air Asia also aims at making travel easy, convenient and fun for its guest. Full market coverage Products offered to customers cover all areas of a budget traveler. 3. 3 AirAsia 5 years Financial Highlights Appendix 4. 0 Reference s 1) History of AirAsia en. wikipedia. org/wiki/AirAsia 2) AirAsia’s vision, mission and objectives www. airasia. com/iwov†¦ /AirAsia/IR/AA%20Corporate%202007b. pdf 3) AirAsia value strategy announcements. bursamalaysia. com/†¦ /AIRASIA-†¦ 4) AirAsia business model en. wikipedia. org/wiki/No_frills 5) Competitive advantage www. academia. edu/†¦ AirAsia_The_Worlds_Lowest_Cost_Airline 6) Strategic directions http://www. scribd. com/doc/14214973/Air-Asia-Strategic-Analysis 7) Strategic assumptions http://www. iservices. ilokabenneth. com/research_proposal_AirAsia. html 8) SWOT analysis www. allfreepapers. com/Miscellaneous/Air-Asia/9363. html 9) 5 Forces model www. studymode. com/subjects/air-asia-porter's-five-forces-page1. html 10) AirAsia market segmentations www. scribd. com/doc/51874782/14/MARKET-SEGMENTS 11) AirAsia 5 years financial highlights www. airasia. com/my/en/about-us/ir-5-year-financial-highlights. page

The Life of Louis Riel

The Life of Louis Riel Free Online Research Papers On October 23, 1844, in Red River Manitoba, Louis Riel Sr and Julie Lagimodiere, devout Christians, brought a young Mà ©tis boy into the world. Little did they know, Louis Riel Jr. would grow up to become known to many as â€Å"the founder of Manitoba.† His life was filled with excitement, both political and personal. The question is, were his actions against the government acts of honor and truth, or deception and lies? Riel Jr.’s political adventures did not begin until he was 25. On November 23, 1869, Riel proposed the formation of a provincial government to replace the Council of Assiniboia because he did not believe that they were not doing their jobs well enough to improve the dull life in Red River. On December 10th his flag flew on the pole at Fort Gary. Riel held a convention of twenty French and twenty English Canadians to draw up a new list of rights. The convention sat a week and finished on February 10th. Riel soon formed another provincial government that was more represented than the last. Three delegates were chosen from the provincial government to present the list of formed rights to the Canadian government: Father Noà «l Ritchot, Judge Black and Alfred Scott . On March 24th, the three delegates left for Ottawa to negotiate entry into Confederation and discuss the list of rights. Finally on May 12th, 1870, the list of rights, now known as the â€Å"Manitoba Act† , was passed by Canadian parliament. One section protected Mà ©tis lands, guaranteed the right to their religion, and the use of their language in the legislature and courts, but it seemed not enough. December 16th 1884, Riel dispatched a petition to Ottawa demanding that settlers be given title to the lands they occupied, that the districts of Saskatchewan, Alberta and Assiniboia be granted provincial status, that laws be passed to encourage nomadic Indians and Mà ©tis to settle on the lands and that they be better treated. On February 11th, 1885, the government answered the petition by promising to appoint a commissioner to investigate the Mà ©tis claims and titles. First, a lengthy census would be taken of the Mà ©tis. Riel, since little had been accomplished, questioned his own leadership qualities. The Mà ©tis reaffirmed their vision of Riel as a leader and asked him to continue as their leader. Not long after these issues were tabled, a rebellion broke out. It was named the Red River Rebellion. The Mà ©tis people had revolted against Manitoba for small issues in their communities that angered them. Riel, caught up in the battle, condemned a man named Thomas Scott as a traitor to the provincial government and shot him. This action enraged the anti-Catholic and anti-French communities. In addition, Riel was elected into the Canadian House of Commons in 1873-74 but was denied his seat. He was pardoned in 1875 on the condition he would leave Canada. Both these incidents influenced Riel to go to the United States, where he taught in Montana at a Jesuit Mission, before being asked by the Mà ©tis to present their grievances to the Canadian Government and be their leader once more. In 1885, another rebellion commenced. The Mà ©tis had moved to Saskatchewan and began to fear they would lose their land to new settlers. Riel helped the Mà ©tis build a stronger, newer provincial government, which resulted in fighting. Government troops eventually defeated the Mà ©tis and Riel soon surrendered to the government. Riel’s trial was an interesting one. Riel’s defense lawyer beseeched him to plead insanity, but Riel proudly refused. â€Å"Your Honors, gentlemen of the jury: It would be easy for me to-day to play insanity, because the circumstances are such as to excite any man, and under the natural excitement of what is taking place to-day (I cannot speak English very well, but am trying to do so, because most of those here speak English), under the excitement which my trial causes me would justify me not to appear as usual, but with my mind out of its ordinary condition. I hope with the help of God I will maintain calmness and decorum as suits this honorable court, this honorable jury†¦If you take the plea of the defense that I am not responsible for my acts, acquit me completely since I have been quarrelling with an insane and irresponsible Government. If you pronounce in favor of the Crown, which contends that I am responsible, acquit me all the same.† Riel’s speeches were long but nonetheless touching. He spoke of what inspired him to help his people, while still flattering the white people of the court. â€Å"†¦I found the Indians suffering. I found the half-breeds eating the rotten pork of the Hudson Bay Company and getting sick and weak every day†¦I saw they were deprived of responsible government, I saw that they were deprived of their public liberties. I remembered that half-breed meant white and Indian, and while I paid attention to the suffering Indians and the half-breeds, I remembered that the greatest part of my heart and blood was white and I have directed my attention to help the Indians, to help the half-breeds and to help the whites to the best of my ability.† After the trial, Riel gratefully thanked the court, only to find out on August 1st, 1885, a jury of English-speaking Protestants found him guilty. Riel was hung on November 16th 1885. Riel’s death caused an outburst of racial hatred between French and English-speaking Canadians, which weakened Canadian unity. While Canada eventually won the west, unfortunately, the Mà ©tis never overcame their defeat. Were Riel’s efforts worth it? Currently there are no Mà ©tis reservations in Canada and the Mà ©tis are still as underprivileged and dispossessed as ever. As for Riel’s seat in the House of Commons, why was he denied his seat? Was it because he was a Mà ©tis? Or perhaps the government feared him? Whatever the reason, it was wrong. No man can be exiled without a clear, good reason , says the Charter of Rights and Freedoms. This Charter was established in 1872. Long before the trial. Riel’s exile is one of the main reason Riel was viewed as a traitor: not good enough for Canada. It appears that Riel’s treacherous deeds were merely a myth, brought upon by the government to stir fear in the heart of Riel followers. So to answer the question of â€Å"truth or treason?† I say truth. Riel began his own provincial government, improving it as time went on; even in a weak moment of question, his people supported him. When battle and political issues drove him from his home, he did it with grace; yet, when he returned he spoke eloquently on the subject. Even during his trial, he spoke with all the dignity and honor of a gentleman and a hero. His death was for his people. If that does not prove his honor, I do not know what does. Riel’s life and troubles have taught us much. In the future, we must not allow the government to control whom we believe in. We cannot allow another honorable person to die because he or she are seen as a threat. Research Papers on The Life of Louis RielQuebec and Canada19 Century Society: A Deeply Divided EraComparison: Letter from Birmingham and CritoPETSTEL analysis of IndiaTwilight of the UAWRelationship between Media Coverage and Social andCapital PunishmentBringing Democracy to AfricaHonest Iagos Truth through DeceptionAssess the importance of Nationalism 1815-1850 Europe

Beowulf Beowulf and Beowulf Essay Beowulf

Beowulf Beowulf and Beowulf Essay Beowulf Beowulf: Beowulf and Beowulf Essay Beowulf Beowulf Essay Beowulf’s appearance is one of greatness, arrogance, and confidence. When Beowulf and his team of Geats arrive at the Danes land, the first thing that the watchman notices is the greatness and boldness of the men that sailed to his land, especially Beowulf. The watchman states, â€Å"†¦ Nor have I ever seen, Out of all the men on the earth, one greater than has come with you†¦Ã¢â‚¬  as he examines Beowulf and his team (161-163). The watchman was confused as to why the Geats walk his land so openly and without secret, and even thinks their greatness is a cover-up made so that he may let them enter further into his land as spies. Beowulf is one of the oldest English epic hero. He’s a great one too. Beowulf, however, is prepared for this unfriendliness, and he answers his questions like a born leader, stating, â€Å"We are Geats. Men who follow Higlac†¦Ã¢â‚¬  as part of a grand speech he gives to the watchman, which results in his team being able to go on into the land (173-174). I thought in my opinion that it was a fine speech. He was able to speak to Hrothgar after that. â€Å"..Strongest of the Geats-greater/and stronger than anyone in this world.† (110/111) â€Å"..he was loved by the Geats†¦Ã¢â‚¬ (118) â€Å"..the bravest and best of the Geats†¦Ã¢â‚¬ (121 Beowulf makes sure that everything he does will only aid him in obtaining fame and glory. This is seen clearly whenever Beowulf fights Grendel. Before the fight, Beowulf explains, â€Å"†¦ My lord Higlac might think less of me if I let my sword go where my feet were afraid to†¦Ã¢â‚¬  which shows that he indeed cares about people’s thoughts of him (264-266). From the quote, it was clear that Beowulf does not want to carry weapons because it will give people something to talk about. It would have been much easier to use weapons against Grendel, but he wanted to fight fair. Unlike Beowulf, Hrothgar is not as brave. He wishes to save his people from this monster but he is aged and more emotional than Beowulf. In most of the story Hrothgar is either sharing his wisdom with Beowulf or grieving. Beowulf also does another thing that may

A comparison between the American Psycho and A Clockwork Orange

A comparison between the American Psycho and A Clockwork Orange The controversy surrounding Brett Easton Elliss American Psycho and Anthony Burgesss A Clockwork Orange relates primarily to the central themes that are explored in both books. Nevertheless, the brutality and explicit expression that drench these novels is imperative in shocking the readers. Although it is not solely the violent content of the books that shocks, it is a matter of form and style and the methods used by both authors in their portrayals of monstrosity. Both Burgess and Ellis employ literary techniques in their novels that are significantly directed toward provoking a controversial response from readers upon publication. However, this is not to say that the principal purpose of these novels is to shock; arguably, this is merely an effect generated by the form in which these books are presented. It can be said that Elliss presentation of a consumer society is fundamental in driving Bateman, Elliss protaganist, to act in the way he does. Likewise, Burgesss depiction of an oppressive, totalitarian society is also crucial in understanding Alexs desire for sadomasochism. American Psychos bizarre mixture of yuppie satire and splatter horror caused reactions of scathing criticism, indignation, yes, even murder threat. The shocking nature of the novel is engineered by Ellis’s use of graphic content, imagery, and detailed description; in conjunction with the other themes that are invoked, it is clear why American Psycho received such a controversial reception. Ellis refers to Dantes Inferno in the opening line of the novel: ABANDON ALL HOPE YE WHO ENTER HERE; this caption, inscribed on the doorway to hell, is proleptic of the content of the book, acting as a caution to the reader, who will be subjected to The hell of endless presentations of consumer goods combined with scenes of gut-wrenching violence. The graphic content alone in American Psycho is shocking; however, Ellis carefully contrasts nauseating detail of brutal acts performed by the egotistical narrator, Patrick Bateman, with some of the emptiest dialogue ever committed to print. Endles s description of male grooming products (such as the Greune Natural Revitalizing Shampoo), home electronics, and designer fashion brands not only emphasizes the significance of consumer society in ’90s America, but appears in such stark contrast to the horrific scenes of mutilation that the sadistic behavior of Bateman appears all the more appalling to readers. In conjunction with this, scenes of brutality take up only a small proportion of the novel: Batemans first act of violence does not take place until a third of the way through the book. Furthermore, the monotonous uniformity of Batemans incessant descriptions of brand names and consumer products leaves the reader simply unprepared for the bloodshed that follows. For example, Ellis dedicates entire chapters of the novel to the history of bands such as Genesis and Huey Lewis and the News. These tedious, droning descriptions of Genesis albums such as the concept-laden And Then There Were Three are of almost no relevance t o the rest of the novel; however, they are significant in provoking the effect Ellis is intending to pursue. The tiresome depth of detail that Ellis uses generates a false sense of security for the reader, therefore accentuating the more ghastly content of the novel. Correspondingly, a similar motif is employed in A Clockwork Orange. Alex’s ardor for classical music most significantly, Beethoven’s famous Ninth Symphony generates a comparable impression to that produced by Ellis in his use of language; moreover, it is mimetic of Burgess’s approach to structuring the novel. Beethoven begins his Ninth Symphony with a mellow, placid tone that slowly develops to create maximum tension before erupting into a much sharper, more dominant sound that, like the juxtaposition of language in American Psycho, is responsible for creating such a dramatic effect. Similar techniques are put to effect in J.G. Ballards Crash, which was castigated by various critics for the violent behaviour and perverse desires of some of its characters. Ballard, like Ellis, exercises an extensive and unnecessary quantity of detail; however, unlike American Psycho, there is no contrast between the violence and the rest of the book. Ballard blends endless descriptions of mechanical structure, listed exhaustively in precise technical prose for example, the jutting carapace of the instrument panel and stylized sculpture of the steering column shroud with the perverse behavior of characters such as Ballard and Vaughn. In the case of Crash, the relentless use of mechanical jargon amplifies the erotic and violent nature of the book itself and, when used in conjunction with descriptions of every pornographic and erotic possibility and every conceivable sex-death and mutilation, is very effective in generating a controversial effect. Ballard portrays his distinctive i nterpretation of the culture of modernity through the means in which he unifies sex, death, and metallic structure in his language. Ballards view on society is similar to that taken by Ellis, who drenches American Psycho with contemporaneous detail; the reflection of a semi-realistic society in both Crash and American Psycho leads them to appear more shocking to readers. In contrast, the dystopian world of imagination created by Burgess in A Clockwork Orange contains elements of a futuristic culture, which can be seen to appear less offensive to the public. Ballards title, Crash, is relevant to the content of the novel; it is also metaphoric of his view of society as sordid and headed for disaster, a point argued by Virginia Brackett. The language of A Clockwork Orange, a neo-Slavic Nadsat, is hugely significant in addressing the violence of the novel, and is described by Esther Petix as the jargon of rape, plunder and murder veiled in unfamiliarity. The typical tongue spoken between the narrator, Alex, and his â€Å"droogs† is important in considering how Burgess intends to depict violence as both a theme and a way of life for the gang. It is imperative to take into account, when interpreting the Nadsat lexis, the distinct lack of connotations for love, emotion, and compassion that are typically applied in a natural domestic environment. In contrast, Alexs dialogue contains a huge variation of words implicating brutality, violence, and misogyny: for example, Krovvy for blood and Groody for breast. This in itself represents the extent to which bloodshed and brutality are normal to Alex; A bit of dirty twenty-to-one or Ultra-violence is routine for Alex and his Droogs. Similar to American Psycho, A Clockwork Orange also uses a contrast in language to amplify the violence recorded in the book, thus provoking a more deplorable effect. The Nadsat lexis, in offering a variety of misogynistic and violent terms, also includes a number of conflicting phrases. Burgess flecks his dialogues of evil with endearing traces of childhood in words such as appy polly loggies and skolliwoll; this juxtaposition of infantilisms and violent terms aids in repeatedly shocking the reader. In conjunction with this, the Nadsat dialogue is also significant in personalizing the reader with the narrator, implicating us in the sadistic violence he commits. The narrative stream of consciousness we see from Alex constantly incorporates us in his violent behavior. On the other hand, the personalization and interaction between the reader and Alex leads us to empathize with him, raising the argument that the principle of A Clockwork Orange is not purely to shock, but also to pursue other themes. All three books A Clock work Orange, American Psycho, and Crash have been produced into relatively recent films, all of which provoked controversial receptions; the most shocking, A Clockwork Orange, was banned upon release. This illustrates the contextual significance of the novels and represents how the shock of language has dissipated in modern society after exposure to media and film culture. Furthermore, this signifies why the explicit nature of American Psycho generated less of a response than the more subtle motifs of A Clockwork Orange that upset many when it was released. Ellis’s use of language in American Psycho is clearly of great significance in provoking shock; however, it is the illustration of violence that is the substance of the novel. The gut-wrenching depth of detail and graphic imagery thrown at the reader is almost difficult to comprehend. The first act of violence performed by Bateman is a representation of class hatred perpetrated on a black homeless man named Al, which suggests that the encounter is merely an embellishment of the racial prejudice that underlies the novel. However, Ellis images the victims body with tremendous specificity, and the gruesome imagery of Als mutilation traumatizes the reader. The illustration of Als eye as a red, veiny egg yolk oozing over his screaming lips in thick, webby strands paints such a repugnant image that it becomes almost nauseating for the reader. Ellis continues to express such explicit detail regarding almost every act of brutality that Bateman performs. In the second half of American Psycho, the disturbing nature of the novel heightens, as readers are introduced to the first of Batemans sexual attacks. Unlike Burgess, Ellis produces a narrator that readers are unable to empathize with due to the barbarous and sadistic acts that he commits. The perverse scenes of erotic vulgarity involving various prostitutes and hardbodies that Bateman lures back to his apartment are critical in generating the level of controversy that arose upon publication. In particular, Ellis describes a scene where Bateman forces a Habitrail tube up into this bitches cunt before inserting and trapping a starved rat inside her for personal satisfaction. Ellis continues to describe Batemans animalistic brutality, using sickeningly graphic imagery of skin and muscle and sinew and bone before he hack[s] the bone off her chin. Although it is clear from the fierce descriptions of various mutilations and murders that Ellis wanted to disturb his readers, there is a definite correspondence between Batemans victims that represents a portrayal of ’90s American society. This is reflected in Batemans choice of targets, which progresses from Al (The bum, a black man) to an old queer and his Shar-Pei and then onto various escort bimbo[s]. Julian Murphet argues that what Ellis presents as acts of brutality should actually be considered as, â€Å"The cinematically projected fantasization of general class violence toward everything that is not white, male and upper middle class.† To a certain extent, Murphet’s statement is accurate: both misogyny and racial prejudice are expressed explicitly in the lives of Bateman and almost all of those embedded in â€Å"yuppie† culture. The uniformity of such a mundane routine pursued by Bateman drives him toward exorbitant methods of gratification. Carl Tighe supports Murphet’s argument, stating that Ellis’s portrayal of women in American Psycho is that â€Å"they are not intellectuals, they are barely even people.† Furthermore, the dialogue exchanged between Bateman and his associates Van Patten, McDermott, and Price in pretentious restaurants and bars such as â€Å"Nells† and the â€Å"Yale Club† clearly illustrates their materialistic and misogynistic views of women in society. Any females are merely referred to as â€Å"hardbodies† or â€Å"bimbos†; Bateman fails to gauge anything behind the faà §ade or initial impression of a woman. Ellis exaggerates the significance of appearance in American Psycho to such a degree that a waitress becomes intolerable to our protagonist when he perceives that her left kneecap is â€Å"almost imperceptibly thicker† than the right. At â€Å"Harry’s,† Bateman and two â€Å"friends† concur that a good personality in a woman consists of someone who will â€Å"satisfy all sexual demands† and â€Å"essentially keep her dumb fucking mouth shut†; the consistent and deliberate level of yuppie satire and offensive dialogue is a reflection of Ellis’s outlook on the consumer society of ’90s America. Therefore, in Bateman’s egotistical routine of habitual violence, monotonous monologues, and cocaine, it can be seen that Ellis is raising fundamental social and racial problems, which were rife in America during the era of Reagan’s presidency. However, the extent to which racial prejudice and misogyny are adopted by Bateman and his acquaintances enhances the shocking nature of the book, leading numerous feminist groups to berate Ellis with scathing criticism. Similarly, A Clockwork Orange contains indications of misogyny that are apparent throughout the novel, with our narrator regularly partaking in â€Å"a bit of the ultra-violence,† raping and beating young women for his own amusement. The numerous derogatory terms encompassed in the Nadsat dialect regarding females also reinforce such indications, suggesting that A Clockwork Orange was not published solely to shock. The violence of A Clockwork Orange is presented in a very different manner. Despite the lack of specificity regarding every detail of the victim’s injuries, the violence committed by Alex and his gang of â€Å"droogs† is â€Å"both appalling and appealing.† We are able to empathize with the 15-year-old narrator through Nadsat and through his presentation as a typically mischievous teenager in a way that we could not connect with Bateman. Therefore, when Alex and his gang assault, strip, and rob an â€Å"old veck† and â€Å"viddy† him swim in his own blood in the opening chapter, we are shocked to discover Alex finds it â€Å"real beautiful.† Our 15-year-old protagonist takes aesthetic pleasure in the merciless beating of an old man and finds it â€Å"a source of comedy†; this is consistent in Burgess’s attempts to create distress in the readers. A Clockwork Orange does not contain the same level of specificity as American Psycho . However, Alex is presented as an artist in his violence, and Burgess describes his behavior with a surreal and almost facetious detachment. Midway through a brutal gang fight, Alex begins to â€Å"waltz left two three, right two three† before slicing the face of his nemesis, â€Å"Billyboy,† whose â€Å"blood poured in like red curtains.† This illustrates the pleasure that Alex takes in violence and brutality. Similarly, in American Psycho, while torturing a young woman, Bateman is â€Å"grimly lip-synching† to â€Å"The Worst That Could Happen† while it plays on the jukebox. Both Alex and Patrick Bateman are embedded in their own routines of cursory periodic violence, which they perform for no other reason than their individual enjoyment. Arguably, there is a distinct political motive behind A Clockwork Orange: Burgess’s observations during his visit to Leningrad in 1961 inspired the dystopian elements drawn on by the novel. The oppressive, state-regulated nation that Burgess witnessed is arguably what prompted the Ludovico technique, a government program consisting of a variety of ultra-violent films engineered to revert the malicious desires of a young criminal such as Alex. The technique is a clear reflection of the totalitarian society of A Clockwork Orange and that observed in Leningrad. Burgess opposed the infamy and repressive nature of the prevailing Communist governments, and it is evident that his political ideology was influential in the writing of his novel. Critic Esther Petix offers a supporting argument involving the contrast of the government advocates representing the Communist regimes witnessed by Burgess in Eastern Europe subsequent to the Second World War. The Ludovico technique itself is a paradox, supposedly a method of rehabilitation; it instead manipulates our protagonist into a piece of pulpless, juiceless flesh that acts upon command and not out of will. The Ludovico technique is a clear example of the political message that underlies A Clockwork Orange and is critical in presenting the idea of the intrinsic evil of government and the purity of free will, both of which are key themes throughout the novel. However, the inhumane procedure that Alex is subjected to is also fundamental in generating shock, in conjunction with the portrayal of a totalitarian society. Ellis, in his representation of ’90s America, takes us into a decadent cocaine-addicted world that basically revolves around the hunger for parties and sex. This is illustrated in the temporal depiction of a consumer society where clothing possesses more significance than those wearing it. The extent to which Bateman is preoccupied by commodities leads him to become subservient, a commodity himself. It is critical to consider the importance of physical demeanor and possession in American Psycho, for it is imperative in exposing the â€Å"Psycho† of the title. Bateman identifies that physical brutality, torture, and rape have become his only way of escaping his hollow life in consumer society; arguably, the drug-fueled, materialistic world that surrounds our protagonist is the basis for the shock that is that is implicated in Ellis’s writing. Similarly, A Clockwork Orange sees Alex and his â€Å"droogs† habitually drinking from the Korova Milkbar, which ser ves milk plus something else. The drug-laced milk cocktails that are consumed by our humble narrator prior to an evening of physical brutality and sexual animosity would sharpen you up and remove any resemblance to human compassion. Once Alex and his â€Å"droogs† â€Å"feel the knives in the old moloko starting to prick,† they are â€Å"ready for a bit of twenty-to-one† and are able to commit senseless violence with no feelings of remorse. Hence, the drugs consumed by Alex and his gang, as in American Psycho, form the foundation of the gang culture and â€Å"ultra-violence,† two key implications of shock incorporated into the novel. Comparatively, a further representation of drug use in literature as a basis for shock is Hunter S. Thompsons postmodern novel Fear and Loathing in Las Vegas, which generated a contemptuous response when it was published in 1971. Thompsons exertion of surrealist imagery is significant in emphasizing the savage nature of drug use and the pursuit of the â€Å"American Dream† reflected in high-powered blotter acid and a whole galaxy of multi-coloured uppers, downers, screamers, laughers. The absurd excursions of Raoul Duke and Dr. Gonzo, the language compounded with a blend of political satire, and the plentiful hoard of drugs all reflect Thompsons perspective on American society and the American Dream. Thompsons use of language and imagery twists a pretentious Las Vegas cocktail lounge into a fucking reptile zoo! Furthermore, our protagonists correspondence to readers from the midst of a drug coma led Fear and Loathing in Las Vegas to be excoriated by various critics for its unfettered plot and adjudicated by readers for its drug use. Fear and Loathing in Las Vegas has been named a classic in the literature of depravity as a result of its sardonic depiction of ’70s America; allusions to The San Francisco Acid wave illustrated an endorsement of a drug-charged nation and triggered controversy when it was released to the public. Implications of drug use are included in all of these postmodern novels and form a fundamental basis for the society that the authors are presenting, which consistently creates controversy. Whilst A Clockwork Orange may appear shocking in content, there is arguably an overt philosophical and political purpose behind it. Hence, it was not published purely to generate controversy; that controversy is merely a tool in conveying a greater message. It can be argued that American Psychos â€Å"disturbing thematics are the product of an apocalypse culture, a culture that Ellis depicts as corrupted by consequence of its lust for cocaine, its impulsive drive for glamour, and its prejudice regarding those who do not tailor to its idealistic optimum. However, it is difficult to justify the books provocative and offensive nature without the development of a prevailing theme, other than implications of consumerism and misogyny. In the explicit portrayal of the life of Patrick Bateman, Ellis is fundamentally endeavoring to evoke shock among readers, and it is evident that this is the principal purpose of the novel. Bibliography 1. Alighieri, Dante. Inferno. Indianapolis: Hackett Publishing Company, 2009. 978-0-87220-918-3. 2. Bloom, Harold. Dark Humor. New York: Infobase Publishing, 2010. 978-1-60413-440-7. 3. Brackett, Virginia. Beginnings through the 19th Century. New York: Facts on File, 2006. 978-0-8160-7497-6. 4. Buchholz, Sabine. â€Å"At the Edge of Art and Insanity: Postmodern Elements in Brett Easton Ellis’s American Psycho. Norderstedt, Germany: Druck und Bindung, 2006. 978-3-638-90456-8. 5. Frank, Michael. â€Å"Violence and Consumerism in Brett Easton Ellis’s American Psycho and Chuck Palahniuks Fight Club.† Norderstedt, Germany: Druck und Bindung, 2009. 978-3-640-46678-8. 6. Gerhmann, Tim. â€Å"Parallelism of Character and Concept in American Psycho and Cosmopolis.† Norderstedt, Germany: Druck und Bindung, 2006. 978-3-638-76862-7. 7. Murphet, Julian. â€Å"Brett Easton Elliss American Psycho.† New York: The Continuum international Publishing Group Ltd, 2002. 0-8264-5245-0. 8. Petix, Esther. â€Å"Linguistics, Mechanics, and Metaphysics: A Clockwork Orange.† New York: Chelsea House Publishers, 1987. 0-87754-676-2. 9. Schiel, Anja. Abandon All Hope: Consumerism and Loss of Identity in Brett Easton Ellis’s American Psycho.† Norderstedt, Germany: Druck und Bindung, 2005. 978-3-638-93642-2 10. Tanner, Laura. â€Å"Intimate Violence: Reading Rape and Torture in 20th-Century Fiction.† USA: The Association of American University Presses Resolution, 1994. 0-253-35648-2. 11. Tighe, Carl. Writing and Responsibility. London. Routledge, 2005. 9780415345637 12. Torrey, Beef and Simonson, Kevin. Conversations with Hunter S. Thompson. Mississippi: University Press of Mississippi, 2008. 978-1-934110-76-8 13. Trawers, Martin. European Literature from Romanticism to Postmodernism: A Reader in Aesthetic Practice. New York: Continuum, 2001. 0-8264-9098-0.