Traditional and Alternative Health Care Practice

Traditional and Alternative Health Care Practice The tropical climate of the Philippines has made it possible for thousands of plants and vegetation to thrive more in lush forests. Many herbal plants have been tapped because of its efficacy against common ailments and the practice of the use of herbal plants as medicines have stretched as far as during pre-Spanish era, and are still being practiced until these modern times. The Department of Health (DOH) advocated the use of herbal plants as what is considered as form of primary health care and as an answer to the increasing cost of synthetic drugs in the market.These 10 DOH-approved herbal plants are found within the country and have been proven to treat common ailments, according to the thorough research done by National Science Development Board, and other government and private agencies and persons. Its importance in providing better health care was not overlooked. In 1992, The DOH, through former Health Secretary and Senator Jua n M. Flavier made a health program by virtue of Administrative Order No. 12. This program was known as the Traditional Medicine Program, with its main function of promoting and advocating the use of traditional medicine across the country.In 1994, the drafting of a traditional medicine law was initiated in order to institutionalize the program. Then by 1997, President Fidel V. Ramos saw the promising potential of traditional medicines both in the health of Filipinos and the economy and timely approved the Republic Act 8423, also known as the Traditional and Alternative Medicine Act (TAMA) of 1997. This law then, gave rise to the government owned and controlled corporation known as the Philippine Institute of Traditional and Alternative Health Care (PITAHC).It is attached to the DOH in delivering safe, effective and affordable proper traditional and alternative (TAHC) health care products and services to the people. The 10 DOH-approved herbal plants are listed below, along with their uses, preparations and names in different places/dialects within the country. 1. Lagundi (Vitex negundo) * Kamalan (Tag. ) * Limo-limo (Ilk. ) * Tugas (Ceb. ) * Dabtan (If. ) * Molave aso (Sul. ) * 5 leaveschaste tree (English) Lagundi is a shrub type of plant growing wild in vacant lots and waste land. Matured branches are planted. The flowers are blue and bell-shaped.The small fruits turn black when ripe. It is better to collect the leaves when are in bloom. Uses: * For asthma, cough and fever – boil raw fruits or leaves in 2 glasses of water for15 minutes until the water left in only 1 glass (decoction). Strain. Leaves should be chopped and the following dosages of the decoction are given according to age group: Dried leavesFresh leaves Adult4 tbsp. 6tbsp. 7-12 yrs. 2 tbsp. 3 tbsp. 2-6 yrs. 1 tbsp. 1 ? tbsp. * For dysentery, colds and pain in any part of the body as in influenza – boil a handful of leaves and flowers in water to produce a glass full of decoction an d drink it three times a day. For skin diseases (dermatitis, scabies ulcer, eczema) and wounds – prepare a decoction from handful of leaves. Wash and clean the skin/wound with the decoction. * For headache – crush leaves and may be applied on the forehead. * For rheumatism, sprain and contusions, insect bites – pound the leaves and apply on affected part. * For aromatic bath for sick patients – prepare leaf decoction for use in sick and newly delivered patients. 2. Yerba (Hierba) Buena (Mentha cordifelia) * Herba Buena (most dialects) * Hierba/Yerba Buena (Spanish) * Hilbas (Dav. , Ley. ) * Opiz Ablebana (If. ) * Malipuen (Als. ) Peppermint, mint (English) Yerba (Hierba) Buena is a small multi-branching aromatic herb. The leaves are small, elliptical and with toothed margin. The stem creeps to the ground and develops roots. It may be also propagated through cuttings. Uses: * For pain in different parts of the body as headache, stomach ache – boil c hopped leaves in 2 glasses of water for 15 minutes. Cool and strain. Dried leavesFresh leves Adult6 tbsp. 4 tbsp. 7-12 yrs.? tbsp. of adult dose Divide decoction into two parts and drink one part every three hours. * For rheumatism, arthiritis and headache – crush the fresh leaves and squeeze sap.Massage sap on painful parts with eucalyptus. * For cough and cold (serves as expectorant) – get about 10 fresh leaves and soak in a glass of hot water. Drink as tea. * For swollen gums – steep 6 g. of fresh plant in a glass of boiling water for 30 minutes. Use solution as gargle. * For toothache – cut fresh plant and squeeze sap. Soak a piece to cotton in the sap and insert this in aching tooth cavity. Mouth should be rinsed by gargling salt solution before inserting the cotton dipped with plant sap. To prepare salt solution: add 5 g. of table salt to one glass of water. For menstrual and gas pain – soak a handful of leaves in a glass of boiling water. Dr ink infusion. It induces menstrual flow and sweating. * For nausea and fainting – crush leaves and apply at nostrils of patients. * For insect bites – may be prepared in two ways: 1. Crush leaves and apply juice on affected part. 2. Pound leaves until paste-like. Rub this on affected part. * For pruritis – boil plant alone or with eucalyptus in water. Uses decoction as a wash on affected area. 3. Sambong (Blumea balsamifera) * Alibhon Alimon (Vis. ) * Kambihon, Lakdanbulan (Vis. ) * Ayohan, Bulaklak, Ga buen, Kaliban (Tag. * Gintin-gintin, Haliban/Camphor (English) Sambong is a plant that reaches 1 ? to 3 meters in height with rough hairy leaves. Young plants around mother plant may be separated when they have three or more leaves. Uses: * For anti-edema, diuretic, and anti-urolithiasis – boil chopped leaves in a glass of water for 15 minutes until one glassful remains. Cool and strain. Dried leavesFresh leaves Adult4 tbsp. 6 tbsp. 7-12 yrs.? tbsp. of adu lt does Divide decoction into 3 parts. Drink one part 3 times a day. Note: Sambong is not a medicine for kidney infection. 4. Tsaang Gubat (Carmona retusa) Alibungog (Vis. ) * Kalabonog, Maragued (Ilk. ) * Kalimunog, Taglokot, Talibunog, Tsa (Tag. ) * Malatadian (Gad. ) Tsaang- Gubat is a shrub with a small, shiny nice-looking leaves that grows in wild uncultivated areas and forests. Mature stems are used for planting. Uses: * For diarrhea – boil the following amount of chopped leaves in 2 glasses of water for 15 minutes or until amount of water goes down to 1 glass. Cool and strain. Dried leavesFresh leaves Adult10 tbsp. 12 tbsp. 7-12 yrs. 5 tbsp. 6 tbsp. 2-6 yrs. 2 ? tbsp. 3 tbsp. Divide decoction into 4 parts. Let patient drink 1 part every 3 hours. For stomach ache – wash leaves and chop. Boil chopped leaves in 1 glass of water for 15 minutes. Cool and filter/strain. Dried leavesFresh leaves Adult2 tbsp. 3 tbsp. 7-12 yrs. 1 tbsp. 1 ? tbsp. 5. Niyug-Niyogan (Quisqua lis indica L. ) * Balitadham, Pnones, Pinio, Bono (Bis. ) * Bawe-bawe (Pamp. ) * Kasumbal, Talolong (Bik. ) * Tartarau (Ilk. ) * Burma creeper, Chinese honey suckle (English) Niyug-Niyogan is a vine which bears tiny fruits and grows wild in backyards. The seed must come from mature, dried but newly opened fruits. It is propagated through stem cuttings about 20 cm. in height. Uses: For anti-helmintic purposes – used to expel roundworms which cause ascariasis. The seeds are taken 2 hours after supper. If no worms are expelled, the doses may be repeated after one week. Adults8-10 seeds 7-12 yrs. 6-7 seeds 6-8 yrs. 5-6 seeds 4-5 yrs. 4-5 seeds Caution: Not to be given to children below four years old. 6. Bayabas (Psidium guajava L. ) * Guyabas, Kalimbahin, Tayabas (Tag. ) * Bagabas (Ig. ) * Bayabo (Ibm. ) * Bayawas (Bik. , Pang. ) * Biabas (Sul. ) * Guyabas (Ilk. ) * Guava (English) Bayabas is a tree about 4-5 meters high with tiny white flowers with round or oval fruits that are eaten raw.It is propagated through seeds. Uses: * For washing wounds – may be used twice a day * For diarrhea – may be taken 3-4 days twice a day * For relief of toothache and as a gargle – warm decoction is used for gargle. Freshly pounded leaves are used for toothache. Guava leaves are to be washed well and chopped. Boil for 15 minutes at low fire. Do not cover pot. Cool and strain before use. 7. Akapulco (Cassia alata L. ) * Bayabas-bayabasan, Kapurko, Kantada, Katandang Aso, Pakagonkon, Sonting (Tag. ) * Andadasi, Andadasi-a dakdakol, Andadasi-bugbugtong (Ilk. ) * Adadasi (Ting. ) * Ancharasi (Ig. * Andalan (Sul. ) * Bayabasin, Bikas-bikas (Bik. , Tag. , Bis. ) * Kasitas (bik. , Bis. ) * Snting, Palo china (Bis. ) * Pakayomkom Kastila (Pamp. ) * Ringworm bush or shrub (English) Uses: * For anti-fungal purposes (Tinea flava, ring worm, athlete’s foot and scabies) – fresh, mature leaves are pounded. Apply to the affected part 1-2 times a day. 8. Ulasimang Bato (Peperonia pellucida) * Pansit-pansitan (Tag. ) Ulasimang Bato is a weed with heart-shaped leaves that grow in shady parts of the garden and yard. Uses: * For lowering uric acid (rheumatism and gout) Preparation: Wash the leaves well.One and a half cup leaves are boiled in two glassfuls of water over low fire. Do not cover pot. Cool and strain. Divide into three parts and drink each part three times a day after meals. It may also be eaten as salad. Wash the leaves well. Prepare one and a half cups of leaves (not closely packed). Divide into three parts and take as salad three times a day. 9. Bawang (Allium sativum) * Ajos (Spanish, Bis. ) * Garlic (English) Uses: * For lowering of cholesterol levels in blood; for hypertension and toothache Preparation: may be fried, roasted, soaked in vinegar for 30 minutes, or blanched in boiled water for 5 minutes.Take two pieces three times a day after meals. Caution: Take on full stomach to prevent stomach and intestinal ulcers. * For toothache – pound a small piece and apply to affected part. 10. Ampalaya (Mamordica charantia) * Amargoso (Spanish, Ilonggo) * Margoso, Ampalaya (Tag. ) * Apalia (Pamp. ) * Agape (Ibn. ) * Apapet (Itn. ) * Palia (Bis. , Ban. , If. , Ilk. ) * Pubia (Sub. ) * Suligum (Sul. ) * Balsam Apple, Balsam Pear, Bitter Gourd (English) Uses: * For those with Diabetes Mellitus (Mild non-insulin dependent) Preparation: Gather and wash young leaves very well. Chop.Boil 6 tablespoons of chopped leaves in two glassful of water for 15 minutes under slow fire. Do not cover pot. Cool and strain. Take one third cup 3 times a day after meals. Note: Young leaves may be blanched or steamed and eaten 1/2 glassful 2 times a day. REMINDERS ON THE USE OF HERBAL MEDICINE 1. Avoid the use of insecticides as these may leave poison on plants. This may be hazardous to consume and may cause poisoning that may lead to death. 2. In the preparation of herbal medicine, use a clay pot and remove cover while boiling at low heat. 3. Use only the part of the plant being advocated.Use of the parts not indicated may affect the potency of the herbal medicine, making it less effective or not effective at all when consumed. 4. Follow accurate dose of suggested preparation. Proper amount and timing of dosage is critical in achieving the expected results. Not following those can be detrimental to one’s health and recovery. 5. Use only one kind of herbal plant for each type of symptoms or sickness. 6. Stop giving the herbal medication in case untoward reaction such as allergy occurs. 7. If signs and symptoms are not relieved after 2 or 3 doses of herbal medication, consult a doctor.

Chagrin, Woman versus the Society

James Joyce’s â€Å"Clay† and Guy de Maupassant’s â€Å"The Diamond Necklace† satirize the conflict between woman and society. They illustrate the lives of two very physically different women of the common class and how they struggle against their environment, for society and fate seal their lives with chagrin. Joyce is more effective than Maupassant in revealing the fictional character in relation to community and social environment, because Joyce uses plot, design, perspective, and language to show subtly what the clay means in the story, wherein the clay depicts Maria’s frailty and commonness, and a life of conflict with herself and her environment, which she is not aware of, while Maupassant employs more of plot, narration, and character to enact a woman’s satirical lifelong struggle to resist her fate, which led her, paradoxically, to become her destiny, after all. Joyce does not reveal the meaning of the title â€Å"Clay† in the plot, which makes it quite difficult to understand the plot and its connection with clay. Soon the plot exposes itself- it is a story about how something so simple can be so complicated too. Maria’s simple life has its own complications, because she struggles with society and her destiny. Joyce provides details about Maria’s life and how she goes about it, day in and day out. For Maria, she is an efficient and reliable person, and a peacemaker. She feels proud of her work, which is portrayed in the barmbracks that she confirms she made herself. She also states that she is happy with her life, even if she has no companion, and she tells Fleming that â€Å"she didn’t want any ring or man either† (Joyce 184). The ring represents the synecdoche for marriage. The ring is also mentioned several times in the story, once by Fleming, once by Maria, and then during the game at Joe’s house. This ring represents Maria’s struggle. Apparently, there exists a gap between her self-perceptions and social perceptions of herself. Maria thinks of herself as more superior. She views Fleming as having the â€Å"notions of a common woman† (Joyce 184), and yet Maria herself is exceedingly common. When Maria thinks about how many minutes her travels are, â€Å"twenty minutes† here and there, it underscores how empty her life is in that she fills it with ordinary numbers. Maria also wants to think that she is happy with being single, but when Fleming jokes her about it, she â€Å"laughed†¦. with disappointed shyness† (Joyce 184). â€Å"Disappointed† juxtaposes with the satisfaction that Maria feels, which accentuates that she is not at all content with her life. The plot expresses, nevertheless, the cluelessness of Maria about herself, which makes it more effective to depict chagrin in several ways. Readers will also feel chagrin, because Maria is not just physically frail; she is also mentally and emotionally frail too. Maupassant employs plot that also does not readily give away the ending. His story satirizes a woman’s struggle to resist her fate, which led her, ironically, to become her destiny. Loisel feels that she is born for something greater, and yet, as Maupassant illustrates, she was born: â€Å"as if through an error of destiny, into a family of clerks† (Maupassant 297). This â€Å"error† implies how Loisel sees her whole life: a huge â€Å"error† of fate. But â€Å"error† takes in a new life, as Loisel makes the biggest of all- borrowing Mme. Forestier’s diamond necklace. This necklace brings Loisel the happiest day of her life, when she receives the life she dreams of- attention, richness, and fame. Ironically, this necklace also seals Loisel’s fate to poverty and toil, both of which she detests. She loses the diamond necklace and she and her husband paid for it for ten years, only to discover in the ending, that the necklace is false. The ending shows the climax of the struggle and underlines that women cannot fight society and their destinies. The language that Joyce uses portrays the common language of Maria’s class. Joyce uses the words â€Å"spick and span† and â€Å"nice and bright,† which are words of commoners and their life of toil (Commentary 192). Words are also frequently repeated, which symbolizes the lack of sophistication in Maria’s life. The repetitive use of â€Å"And†¦And†¦. And† and â€Å"always†¦always† (Joyce 183) is a â€Å"syntactical pattern† (Commentary 192) of the disproportionate plainness of Maria’s viewpoint of her life, and how readers also come to understand how â€Å"boring† her life is. The language reinforces the plot that depicts Maria’s humdrum life, and exposes the struggle against society and fate. Maria ardently believes that she needs no man or ring, but when a common man gives her some attention, she floats in the air enough to forget her expensive plum cake. Thus, Maria cannot deny it; she yearns for a lifelong companion, someone her fate has denied her, and someone society is quick to point out as the source of her loneliness and unhappiness. Maupassant uses narration to illustrate the satire of Loisel’s conflict with her life. He narrates the thoughts of a woman’s yearning for a wealthy life. Loisel dreams of â€Å"elegant dinners, of the shining silver† (Maupassant 298). This narration represents the perspective of Loisel and her endless chagrin. The narration contrasts her life before and after, however, of a dream come true. Before the diamond necklace, Loisel has at least a maid and comfortable lodgings. After the loss of the diamond necklace, Loisel is forced to be who she does not want to be- a common working woman. Furthermore, Maupassant also uses strong characterization, as he narrates the changes in Loisel. From a â€Å"charming† young woman, Loisel transforms into â€Å"strong, hard woman, the crude woman of the poor household† (Maupassant 303). Loisel has become the person she hates, and she has learned to embrace the life she could not ever cherish. Maupassant, however, seems to want to rub it in on Loisel, when he ends the story with the revelation of the false diamond necklace. Loisel must have fainted, or even unsurprisingly, died from chagrin, after this revelation. Joyce predominantly uses the perspective of Maria, from his choice of words, although in a way, it is also revealed that Maria is not who she thinks she is, in the viewpoint of other people. In general, she believes that: â€Å"Everyone was so fond of Maria† (Joyce 183). However, the snide remarks about her spinsterhood, in the laundry shop and at her friend’s home, accentuates that people look down on her or pity her, because of her homeliness and state of singlehood. When Joyce says: â€Å"the tip of her nose nearly met the tip of her chin,† this remarks of how people slate her homely features (Joyce 183). Joyce also designs the story in a way that is not always too obvious, and he compels readers to do extra work, which makes the story more effective in revealing the character’s need for companionship. As readers analyze and research about the missing lines of the song â€Å"I Dreamt that I Dwelt,† this pursuit for something more about Maria ironically responds to the â€Å"attention† that Maria craves for. Joyce’s story design is also different from Maupassant’s â€Å"Moonlight,† because â€Å"Clay† has a different and more meaningful connotation. The clay represents Maria’s emotional and mental frailty. When she chooses clay, a joke of the next-door girls on her, and which is not even directly stated by Joyce, clay represents the mortality of human beings (Commentary 190). Clay also reinforces the meaning of the omitted song lines. Joyce illustrates that Maria unconsciously forgets these lines, because it tells of â€Å"suitors† and â€Å"vows† that fate neglected to give her. Clay hints that Maria will soon die without living life, wherein society says that a lived life equals to a married life. Joyce is more effective than Maupassant in disclosing the fictional character in relation to community and social environment, because Joyce uses plot, design, perspective, and language to show delicately what the clay indicates in the story. The clay portrays Maria’s frailty and commonness, and her conflict with her society and destiny. It is also a suggestion of her mortality, which is limited to a life of loneliness that she has to bear with. Maupassant, on the other hand, addresses the same conflict with dark humor and satire. Of the two, Joyce creates a more distinctive image of a woman who has nothing, who is more pitiable, because of her lack of awareness and admission of her life’s perpetual struggles.

Native Americans in the United States Essay

Based on the ethnic groups (Table 1: Appendix), several beneficial values that helped to shape the United States lifestyle can be described (Holland, 2006). In particular, the brief summaries have given the clear picture of Multiculturalism in the United States in relation to the origin. The United States, for that matter, is captured as a multicultural society that is open to all people with different backgrounds. From an early time, several groups started moving into the region due to various reasons, which allowed for the development of a culturally diverse society. Hence, the United States substantially benefited from the cultural diversity as improved workforce was available for the various work scenarios. Despite the obvious benefits of multiculturalism in the society, some negative forms such as racism, stereotypes, prejudice, and discrimination flourished over several years (Holland, 2006). In the recent past, for example, several ethnic groups such as the African American, Hispanic, and Indian Americans have continually suffered racism, discrimination, and being depicted in certain stereotypes. Firstly, segregation between the Whites and Blacks was a key characteristic of the population before the rise of the civil rights during the 1950s and over (Holland, 2006). Workplaces, schools, commuter busses, and residential areas were segregated between the two groups until in 1954 when segregation in schools was banned. As a result, people started integrating on a multicultural perspective, which led to the realization of better performances and solutions for the workplaces. Besides the significant leap ahead, other factors such as prejudice and stereotyping still exist at the current date. For instance, the African American and Hispanic groups have been stereotyped in the villainous characters such as gangsters, robbers and the like for several decades (Holland, 2006). Such beliefs have existed for several years and are even a common occurrence in media the same way. Hand in hand, prejudice has also resulted from the occurrences. Therefore, prejudice and stereotypes are a normal situation in the culturally diverse environment of the United States. However, the multicultural nature of the country’s population resulted in some positive factors such as creation of a multicultural workforce that can meet the requirements of the target population in an effective manner (Kenyon, 2005). In connection to that, all the ethnic groups in the American landscape are subject to some positive, as well as, negative aspects of the cultural diversity. As a result, prejudice, stereotypes, racism, and discrimination that were once extremely high have considerably low effects on the modern and socially active populations. In conclusion, the United States still leads with regards to the benefits of cultural diversity among its people. Table 1: Multicultural Matrix and Analysis Worksheet. Part I: Matrix What is the group’s history in the United States? What is the group’s population in the United States? What are some attitudes and customs people of this group may practice? What is something you admire about this group’s people, lifestyle, or society? 1. The African American Several African American people are linked to a history of slavery since their ancestors were brought in the United States as slaves. This happened first during the 1600s-1700s, and where they assisted English colonialists to get American independence. Later, prominent leaders such as Martin Luther King, Jr. helped to change discrimination against Blacks. As a result, a breakthrough into the rampant segregation between the whites and blacks reduced. The African American has an approximate population of about 37 million forming about 13 percent of the total population of the United States. The African Americans are characterized by the practice of several cultural activities depicted in their music, art, and lifestyle. As such, they form a significant part of the USA as their culture substantially influenced the American culture. I appreciate the African American lifestyle and their music such as Hip-hop and reggae music. Additionally, I love their celebrations such as the Black history celebrations in which they remember their historic past. 2. The Hispanic and Latino American The Spanish became among the first settlers, before Europeans, to settle in some areas of America such as Florida and California. Several people of this group speak the English language only and have adopted the European-American Culture. On average, the Latino and Hispanic population in the United States is approximately 16 percent of the whole population. This accounts to almost 50 million people. The Hispanics are depicted as religious people who believe in helping one another. Families may be nuclear or extended, and the father is the final decision maker in the family setting, while the mother is the home care taker. However, all family members are expected to assist in the effective functioning of the setting. I love Hispanic music and their musicians such as Ricky Martin and Jenifer Lopez. Additionally, their Mexican foods are an excellent appetizer that I always cannot ignore. 3. The Indian American The Indian American officially became legal citizen in the United States in 1946. The Indians immigrated into the United States via other countries such as Jamaica, South Africa, and United Kingdom among other countries. The Indian population in America is reasonably low at approximately 0. 89 percent of the whole population. As such, this reflects to about 2. 5 million people. The Indian Americans have a strict cultural background and adhere to strict rule on religion, culture, and food among several other practices. Their religions are diverse and may include Hinduism, Islamism, Christianity, and Buddhism. I value the cultural practices of Indians especially those practicing Hinduism as they have fascinating ideas. One example is the caste system, where once in a low or high case system; one is destined to remain right there. 4. The American Asian Asians of the Chinese background came into the United States due to mainly conflicts from their countries. One situation was the Vietnam War, which led to massive migration of the affected into the USA. In the 1970s and 1980s, therefore, was time for the largest Asian migration into the United States. The Americans Asian account for about 5 percent of the United States’ population. As a result of cultural diversity, the American Asians are exposed to several challenges. I admire the Chinese way of life that comprises of fun in the form of art and craft. Additionally, I find pleasure watching some of their movies and appreciate the Yoga. 5. The Native Americans The Native Americans were the original settlers of the United States of America. Relevant sources indicate that they enabled undetectable communication during the World War II using their native language. As pertains to name, the Native Americans are recognized as the first settlers of the United States. However, they account for a small population percentage of about 1 percent. The Native Americans culture show dissimilar practices in all other nations. In particular, those living on reservations show dissimilar cultures from the ones not living on reservations; however, some similarities may exist in their heritage and traditions. The Native Americans fascinate me with their incredible lifestyle such as them living in tepees and their spiritualism. 6. The Bahamian American The Bahamian American migrated into the United States from the Caribbean during the late 19th century in search for job offers in the agricultural sector. The Bahamian American has an extremely low population of about 40,000 people. Hence, it accounts for approximately 0. 01 percent of the whole population. Bahamian Americans preserved their cultural heritage; hence, have a distinguished way of living and culture. The Bahamian way of living and cultural heritage provides an excellent measure of modern living from historical setting. Their cultural practices are engaging. Part II: Analysis Basing on the above listed ethnic groups, several beneficial values that helped to shape the United States lifestyle can be described. In particular, the brief summaries have given the clear picture of Multiculturalism in the United States in relation to the origin. The United States, for that matter, is captured as a multicultural society that is open to all people with different backgrounds. From an early time, several groups started moving into the region due to various reasons, which allowed for the development of a culturally diverse society. Hence, the United States substantially benefited from the cultural diversity as improved workforce was available for the various work scenarios. Despite the obvious benefits of multiculturalism in the society, some negative forms such as racism, stereotypes, prejudice, and discrimination flourished over several years. In the recent past, for example, several ethnic groups such as the African American, Hispanic, and Indian Americans have continually suffered racism, discrimination, and being depicted in certain stereotypes. Firstly, segregation between the Whites and Blacks was a key characteristic of the population before the rise of the civil rights during the 1950s and over. Workplaces, schools, commuter busses, and residential areas were segregated between the two groups until in 1954 when segregation in schools was banned. As a result, people started integrating on a multicultural perspective, which led to the realization of better performances and solutions for the workplaces. Besides the significant leap ahead, other factors such as prejudice and stereotyping still exist at the current date. For instance, the African American and Hispanic groups have been stereotyped in the villainous characters such as gangsters, robbers and the like for several decades. Such beliefs have existed for several years and are even a common occurrence in media the same way. Hand in hand, prejudice has also resulted from the occurrences. Therefore, prejudice and stereotypes are a normal situation in the culturally diverse environment of the United States. However, the multicultural nature of the country’s population resulted in some positive factors such as creation of a multicultural workforce that can meet the requirements of the target population in an effective manner. In connection to that, all the ethnic groups in the American landscape are subject to some positive, as well as, negative aspects of the cultural diversity. As a result, prejudice, stereotypes, racism, and discrimination that were once extremely high have considerably low effects on the modern and socially active populations. In conclusion, the United States still leads with regards to the benefits of cultural diversity among its people. Part III: Sources Holland, C. (2006). Ethnic and Religious Diversity in Central America: An Historical Perspective. Retrieved November 12, 2011 from the Prolades Website: http://www. prolades. com/Ethnic_Religious_Diversity_CAM-Holland. pdf Kenyon, A. (2005). The Importance of Diversity in the Workplace. Retrieved November 11, 2011 from the Leading Today Website: http://www. leading today. org/Onmag/2005%20Archives/may05/ak-may05. html Reference List Holland, C. (2006). Ethnic and Religious Diversity in Central America: An Historical Perspective Retrieved November 12, 2011 from the Prolades Website: http://www. prolades. com/Ethnic_Religious_Diversity_CAM-Holland. pdf Kenyon, A. (2005). The Importance of Diversity in the Workplace Retrieved November 11, 2011 from the Leading Today Website: http://www. leading today. org/Onmag/2005%20Archives/may05/ak-may05. html

Auditing and Assurance Service Essay Example | Topics and Well Written Essays - 1250 words

Auditing and Assurance Service - Essay Example The fact that David Jones sells its products across various countries means that it can apply price discrimination effectively. Price discrimination is possible in the company because the markets in various locations are independent. Britton and Jorissen (2007) assert that price discrimination occurs when the same products are sold at different prices in various markets. For instance, an iPhone can be costing $2000 in the USA yet the same exact iPhone costs $1800 in Australia. However, the concept of price discrimination presents a potential risk of loss of sales. This occurs in the sense that customers are knowledgeable and they might identify this difference in prices and seek alternative means such as purchasing the products online. David Jones operates in a retail industry, which has its own regulations and practices. Adhering to all the regulations can sometimes be a daunting task and as a result, the company may result to ignore some regulations (Higgins, 2004). This scenario presents the possibility of compliance risk in which the company can be closed down by relevant authorities for failure to comply with set standards. David Jones operates in a retail industry, which is very dynamic. Changes in tastes and preferences for various products for the company can plunge the company into strategic risk, which might result in loss of sales. The strategic risk in David Jones also occurs when other rival firms merge and increase their business performance, which may edge David Jones out of the market. Financial risk is yet another potential business risk facing David Jones. The company has two main sources of finance, which is equity and debt capital. Monye (2006) claims that if the company decides to finance its operations from debts the going concern is threatened because it might not be in a position to honor its financial obligations.

Art and Human Values Essay Example | Topics and Well Written Essays - 750 words - 1

Art and Human Values - Essay Example This is portrayed in the different ways in which different cultures manage to mingle using art and how they manage to communicate or bring out messages and their feelings, as well as, beliefs using art (Carnegie Library of Pittsburgh). According to the (Sayre, 3), different cultures understand and use the value of landscape differently and thus the differences in the way through which various cultures make use of landscape in the art can be used to bring out the differences between these cultures. If four different approaches to landscape are considered the differences between the American, Australian, Chinese and African cultures can be seen in the kind of art that these different cultures used to produce. These works of art not only present the differences in the times that they were produced but they also show the differences in lifestyles, and use of the available space in making the works of art. The Slovene Ethnographic Museum shows an example of the way different cultures use different works of art. It is endowed with various collections of Slovene art in a single museum where people can go and find out more about the Slovene culture, and the way they used to live back in the ancient days. This doe not only apply to the Slovene, but many other Museums in the world are specialized in presenting or show casing the art of different cultures. These museums of cultural identities were not established for any particular reason, but they bring out the true identity of different people and show the differences in different people, in the world. Some of the characteristics and traits of people that can be discovered from art includes their wisdom, knowledge, skills, creativity, values and their heritage (ASEMUS). From the regions of British Columbia, it is established that the Kwakiutl, a Native American Ethnic group, used to paint their masks for various occasions in their communities. They were, however, not the only

Business Intelligence Essay Example | Topics and Well Written Essays - 2000 words

Business Intelligence - Essay Example to make maximum utilization of the information in hand to produce at the utmost capacity. Furthermore, with continuous advancements in the business environment, managers are facing increased stress to develop their credibility (Khan & Quadri, 2012). With this regard, the essay intends to develop the specifications that are associated with the needs of developing business intelligence. In correspondence to the above stated facts, the essay also focuses on developing an in depth understanding towards the challenges that may crop up in the course of implementation and helps in maintaining dashboards. The essay intends to develop a better understanding towards maintaining dashboards and includes the management of diverse challenges that could surface during the management of different needs. Managing business intelligence has been of complex and dynamic nature that imposes a challenge for enhancing the scenarios that are prevalent within the social domain. In this respect, the overall management of the business has been imposing enormous level of complexity that could initiate diverse needs of the system and enhance effectiveness of the managers to meet with the needs of the business. Dashboards help in developing a better insight towards the issues and enhance the ability to meet with the complexes that are associated with the business operations. Dashboards enable a business to monitor the needs of managing business intelligence and increase the effectiveness through successful development of the business operations (Bara & et. al., 2009). With the increasing amount of complexities, there has been a huge shift within the management of the diverse business strategies. This could be identifiable that management of information system has been a complicated job for the pe ople who are managing the diverse approaches within the system for enhancing the effectiveness of the business (Khan & Quadri, 2012). The

Business Strategy British airways Essay Example | Topics and Well Written Essays - 4250 words

Business Strategy British airways - Essay Example All over the world, organizations have always sought to reach out to their main goals through developing various tactics through which the envisioned goal can be achieved. Whereas every organization would have a goal, the chances of achieving the goals and the objectives set forth would only be possible where the organization has a well-developed and relevant strategy. The concept of strategy is, therefore, considered as the key pillar to the realization of the dreams and or the vision and the mission of any organization. Basically, strategy can be designed as a plan of action or policy designed to achieve a major or overall aim of an organization or entity. In this paper, greater focus has been given to British Airways (BA) and how the organization’s strategy may have worked for or against the organization in the achidfewmne3nt of its overalls goals and objectives.The vision and the mission of British Airways are indeed pillars to which the organization has worked and provided aviation services for the long-time the airline has existed. The vision of the airline is to become the most preferable airline providing premium quality air travel services to the rest of the world. By this, the organization has set in motion a well cut out picture of what is to be achieved (Ansoff, 1987). In talking about the vision of BA, one has to make a number o f considerations. The first is the fact that the organization is not a monopoly. In this case, there is the consideration that there are many other airlines competing within the markets, many of which offer similar services to consumers. As such, it is the role of the airline to work hard and ensure that it stands out as the best amongst the competition.

Movie review Example | Topics and Well Written Essays - 500 words

Movie Review Example Walter Lee is sure that investing the money in a liquor store will provide the most long-term financial security for the family. He has some friends that want to invest in the business with him, but they are not willing to put up any of their own cash. Momma Younger, played by Phylicia Rashad is sure that getting out of the dismal housing situation they are in would help the entire family most. She has dreams of a nice neighborhood and a spacious house where there is enough room for all the family members to breathe. She has set her sights on a pleasant little house in the Clybourne Park neighborhood. The only problem is this neighborhood is all white. The Youngers would be the first African-American family to live there. Other major characters that have their own dreams and desires that are attached to the money in some way are Benethea and Ruth. Benethea is the sister of Walter Lee and Ruth is Walter Lee’s wife. Their young son’s name is Travis. The updated production is loosely based on the original play. Some of the updating is unfortunate because the feel of the story is altered tremendously. I feel that Phylicia Rashad and Sean Combs are woefully miscast in this production. The original story is about a family that was less polished and more real than the one portrayed in this production. Rashad and Combs are too smooth in their delivery to have credibility as the matriarch and oldest son of a family struggling to get out of the ghetto. Their presence gives the story an air of people pretending (not very convincingly) that they are salt of the earth. Stylistically, the updated feel of the story robs the original of the edginess in the original story. Some of the criticism I feel towards this updated version stems from the way the family reacts to the blatant racism they face from their white neighbors. The family doesn’t seem shocked or even truly angry. Walter Lee seems to be resigned

Why is breaking into work categories stereotyped by gender so Essay

Why is breaking into work categories stereotyped by gender so difficult - Essay Example Bill Gates or Jack Welch comes immediately to mind. But why don’t people think of women leaders, such as Meg Whitman or Katherine Graham, who are on the same list of top influential and prominent business leaders? Some experts say it is because stereotypes visualize men as a much more natural fit for high ranking leadership positions than women. Gender stereotyping pollutes the workplace. It portrays women as lacking the very qualities that people commonly associate with effective leadership. As a result, they often create false perceptions that women leaders just don’t measure up to men in important ways. Though there are other stereotypes which are present in the workplace where women begin to break into the top ranks or executive positions, but the breaking is slow. No one knows exactly the main reasons for women’s struggle. Some experts say: â€Å"It’s a result of the common excuses for not ‘trusting’ women in the highest leadership situations. They’re not strong enough. They’re too conciliatory; too emotional. They don’t know how to ‘play the game.† Although these reasons seem to be childish, there is an old-fashioned perception of women’s inabilities that is persistent in almost every workplace. Men consider women to be less skilled at problem-solving, one of the qualities most associated wit effective leadership. Because of this stereotyping, people lose faith in women’s problem-solving competence that is why they may be reluctant to follow the directions of women leaders. With their problem-solving skills undermined, women lose interpersonal power. This means that instead of using their credibility or expertise to influence followers, women may have to rely on their status or position to influence others. Being exposed to women leaders doesn’t necessarily lessen stereotyping; often, it reinforces stereotyping, creating even more â€Å"extreme perceptions† of differences between

Othello in Shakespeare’s play Essay Example for Free

Othello in Shakespeare’s play Essay Othello is manipulated to trust Iago rather than his wife. Iago uses fake evidence against Desdemona in an attempt to prove she is cheating on her husband. Iago uses racism and past experiences to persuade Othello into believing he is not good enough for his wife as well as her not being good enough for him. Othello choses to believe Iago over his wife for the reason that she has only her word to back up her story while Iago has hard evidence. Iago plants fake evidence in the form of a handkerchief owned by Desdemona to lead Othello into believing his wife is having an affair with another man. By mistake, Othello leaves Desdemona’s handkerchief laying on the ground and Emilia, Iago’s wife finds it but fails to return it. Although Iago cannot witness Cassio and Desdemona having sex, he promises Othello he will find hard evidence of the affair. Iago creates a fake story claiming to have seen Cassio with Desdemona’s handkerchief given to her by Othello. He claims the evidence is backed by â€Å"imputation and strong circumstances† (3.3.407) and reassures Othello he is only trying to lead him to â€Å"the door of truth† (3.3.408). Iago falsely tells Othello that he must re-think the situation but by that point, Othello had his mind set to kill his framed wife as he cries â€Å"O, blood, blood, blood† (3.3.454). The hard evidence planted by Iago was so efficient to get Othello to believe his wife was involved with Cassio due to its deep personal roots of the couples love. The handkerchief was given to Desdemona by her husband as a token of his love and the framing of her giving it to another man showed Othello that she doesn’t value their love anymore. He does not bother to simply ask Desdemona if she was having an affair because he knows she is now untrustworthy and will simply deny the allegations if challenged. By breaking down the trust between Othello and Desdemona with his hard evidence, Othello now t rusts Iago and not his wife. The hard evidence cements Othello’s trust in Othello although none of it is actually true. With Othello’s trust, Iago can more easily manipulate the framing of Desdemona and Cassio, as Othello will believe anything said by Iago. Throughout the novel, racism plays a crucial role in persuading Othello to think he is not deserving of Desdemona’s love. Iago is perhaps the most racist character but the negative judgments of Othello based upon his race are contributed from all Venetian citizens of Venice. He is judged to be  harsh and rough just because he is black. He is referred to as â€Å"an old black ram† (1.1.89), â€Å"an erring barbarian† (1.3.350) and a â€Å"Barbary horse† (1.1.112) by Iago to let Othello know he is considered to be less important and valuable due to his skin colour. Roderigo also openly degrades Othello by referring to him as â€Å"thick lips† (1.1.67) and â€Å"lascivious moor† (1.1.126) which break him down and forms insecurities about his race. His insecurities in turn lead Othello to believe he is not worthy of Desdemona. Iago also warns Othello that if Desdemona was willing to leave her father, she is likely to do the same with him. Even her own father says, â€Å"She has deciev’d her father and may thee† (1.3.290) proving to Othello that those close to Desdemona have been deceived and she might do the same to him. Iago later echoes Brabantios words by stating, â€Å"She did deceive her father, marrying you;† (3.3.208), which solidifies Othello’s distrust in his own wife. The combination of Iago being perceived as honest and charming and Othello’s gullibility allow for Iago to easily manipulate Othello. Othello is vulnerable to the perceived notion that his wife did not truly love him and could easily leave him all due to the colour of his skin. He is certainly not jealous of his wife but rather scared of the prospect of her leaving him due to his colour. As he becomes vulnerable, Othello is soothed by fake honesty surrounding Iago as he is refereed to as â€Å"Honest Iago† (1.3.290). Iago has no evidence or past experiences to lessen his trustworthiness to Othello while his wife Desdemona has been framed by Iago specifically to create doubt-allowing Othello to question her loyalty to him. The constant charm by Iago and the question surrounding Desdemona eventually lead to Othello to fully trust Iago and being persuaded to kill his own wife. The motive behind the killing of Desdemona was not from jealousy but rather â€Å"in a conviction forced upon him by the almost superhuman art of Iago [..] and must have entertained who had believed Iago’s honesty as Othello did. (Samuel Coleridge). What Coleridge is suggesting is that the motive behind Othello wanting to kill his wife was not jealousy, but rather all of Othello’s trust was to Iago therefore he could be easily manipulated. Iago gained all of Othello’s trust and used it to manipulate Othello into killing Desdemona contributing to his overall plan. Iago gains Othello’s trust by using hard evidence and racism. Othello doesn’t simply ask Desdemona if she were having an affair because he does  not trust her anymore. Othello’s tragic choices are driven by revenge on his wife for being untrustworthy while in reality she was loyal to him. Iago’s lying and deceiving leaves many of his friends dead and leads to his torture and downfall. Work Cited Page Shakespeare, William. Othello. Oxford School Shakespeare. Ed. Roma Gill Oxford: Oxford University Press, 1989. Print Coleridge, Samuel. â€Å"Othello: The Bradley view ( Coleridge).† English Class Handout, 2014. Print.

Developing an Integrated Marketing Mix Plan

Developing an Integrated Marketing Mix Plan The fruit juices and juice drinks market sector has enjoyed steady growth up until the last few years. However, the market has now stalled due to the economic recession. Juice drinks are less expensive than fruit juices and this latter segment of the market has consequently grown whilst the fruit juices segment has declined, a trend that is expected to continue for the next few years at least. New product innovation and advertising expenditure are also in decline but in-store promotions are increasing as brands fight for market share. Established brands are paying more attention to the growing childrens market with specially positioned and targeted products. The Food Standards Agency has actively promoted healthier eating and pressurised the drinks industry to do the same. However, tough economic times and unemployment are affecting both consumer confidence and the ability of consumers to finance a healthier eating lifestyle. Even so, there is undoubtedly a market gap for a new brand to exploit. A healthy juice drink aimed at children, for consumption at breakfast time, would have little direct competition, in terms of its brand positioning, and would satisfy the need parents have to monitor their childrens five-a-day intake. Equally, it could also compete effectively in school lunch box market segment, which is an identified growth area. A new brand in this market segment would need a strong brand name and a distinctive brand position that resonates with consumer needs and stands out amongst the plethora of well -known brand names, which include Tropicana and Innocent smoothies. The new brand will also have to spend heavily on promotion during its launch phase to establish a sustainable market share. The promotional plan will need to deploy communications tools such as TV, which can deliver the right audience in sufficient numbers to achieve this goal in the shortest time possible. Other support media, such as online advertising, public relations, and sales promotion, will be required in order to support the TV advertising and extend the coverage and frequency of the promotional campaign. The positioning of the new brand is crucial in relation to all aspects of the marketing mix plan, as is the integration of both these activities and the key communications messages, all of which will help to ensure, as far as it is possible, the success of the new product launch. The market sector consists of two distinct segments, namely fruit juices, which are 100% pure fruit juice and juice drinks, which contain ingredients other than pure fruit, such as water. The value of the market sector in the UK grew in 2010, compared to 2009, with an annual increase of just over 3% to  £3.2 billion (Euromonitor, 2011). However, it only recovered to 2008 levels (Mintel, 2008) following a dip in sales value to  £3.1 billion in 2009 (Mintel, 2010). Whilst both overall volume sales and values have grown steadily in recent years, the effect of consumers trading down, together with a reduction in advertising expenditure and new product innovation and development by all brands, the market sector, in terms of product life cycle, appears to be reaching maturity (Mintel, 2010) see Figure 1 below: Figure 1: Product Life Cycle (Source: adapted from Kotler, 2001, p. 349) 1.2 Sales Trends Fruit Juices Vs Juice Drinks In 2010, there was a notable shift in consumers buying value-for-money juice drinks rather than premium fruit juice products. Volume sales in the fruit juices segment declined whilst the juice drinks segment increased its volume sales by 1% and its value by just over 3% in 2010, compared to 2009 (Euromonitor, 2011). This has resulted in a narrowing of the gap between the volume sales of fruit juices versus juice drinks see Figure 4 below. Mintel (2010) expects this trend to continue to at least 2015. Table 1: Volume Sales Trends Fruit Juices Vs Juice Drinks (Source: Mintel, 2010) 1.3 The Competitive Environment 1.3.1 Fruit Juices The brand leader and dominant player in the fruit juices market sector is Tropicana with an estimated 30% share followed a long way behind by Princes with just 3%. Tropicana has achieved its success through maintaining a balance between its premium brand positioning and a pricing strategy that is both appropriate for a premium brand and sufficiently appealing to consumers. Tropicana also benefits from being the UKs most recognised brand in this market sector (Euromonitor, 2011). Orange remains by far the most popular flavour in the fruit juices market segment accounting for about 58% of total sales volume in 2010 (Bainbridge, 2011). 1.3.2 Juice Drinks The major brands in this market sector are Oasis, Ribena, Capri Sun and Robinsons, which together account for about 50% of all sales. For juice drinks, according to Mintel, blended flavours are the most popular (Bainbridge, 2011). Tropicana has also extended its brand into this sector with its Tropicana Go! product for children. 1.4 Consumer Targeting According to TGI, the fruit juice and juice drink market sector is strongly associated with families with 83%, penetration of those UK households with children aged from five to nine. This is believed to be because parents and housewives in particular, are aware of the perceived health benefits of products in this market (Bainbridge, 2011). In addition, children account for one third of the consumption of all juice drinks (Euromonitor, 2011). 1.5 Media Advertising Expenditure The following three tables detail media advertising expenditure for fruit juices and juice drinks overall, by main monitored brands, and by main monitored products. Date Expenditure 2009/10 Index 2005/06=100 Adspend: Sales  £m Ratio (%) 2005/06 28 100 0.9 2006/07 29 104 0.9 2007/08 30 107 1.0 2008/09 23 82 0.7 2009/10 18 64 0.6 (Note: year is from July-June. Main monitored brands only excludes smoothies). Table 2: Total Overall Media Advertising Spend 2005/06-2009/10 (Source: Nielsen Media Research, 2010) Advertiser 2007/08 2007/08 2008/09 2008/09 2009/10 2009/10 Total Total  £000 %  £000 %  £000 %  £000 % Coca-Cola Great Britain 4,656 16 6,675 29 4,853 27 16,184 23 Britvic Soft Drinks Ltd 8,106 27 3,693 16 2,284 13 14,083 20 PepsiCo Intl Ltd 4,872 17 2,122 9 3,036 17 10,031 14 Ocean Spray Intl Inc 4,457 15 2,053 9 1,846 10 8,355 12 GlaxoSmithKline Plc 2,307 8 1,573 7 989 6 4,869 7 Gerber Foods Intl 1,211 4 1,815 8 1,386 8 4,412 6 Nichols Plc 1,104 4 1,089 5 1,332 7 3,525 5 Rubicon Products Ltd 892 3 1,138 5 411 2 2,441 3 British Sugar Plc 661 2 973 4 633 4 2,267 3 Sunsweet Growers 158 1 132 1 411 2 701 1 Others 1,092 4 1,707 7 610 3 3,409 5 Total 29,516 100 22,971 100 17,791 100 70,278 100 (Note: year is from July-June. Main monitored brands only excludes smoothies). Table 3: Media Advertising Spend by Advertiser 2007/08-2009/10 (Source: Nielsen Media Research, 2010) Brand Advertiser 2007 2007 2008 2008 2009 2009 Total Total  £0 %  £0 %  £0 %  £0 % Oasis Drink Coca-Cola 2,260 8 2,676 11 2,135 11 7,071 9 Ocean Spray Cranberry Ocean Sp. 2,235 8 2,604 10 1,751 9 6,590 9 Tropicana Pure Premium PepsiCo 5,129 17 1,134 5 6,264 8 Tropicana Pure Premium Orange PepsiCo 322 1 1,961 8 3,331 17 5,613 8 Capri-Sun Coca-Cola 755 3 674 3 2,521 13 3,950 5 J2O Fruit Drink Britvic 1,659 6 21 2,179 11 3,859 5 Robinsons Fruit Shoot Britvic 2,720 9 348 1 743 4 3,812 5 Vimto Soft Drinks Nichols 1,197 4 1,305 5 1,121 6 3,623 5 Welchs Purple Grape Gerber 341 1 2,230 9 966 5 3,537 5 Robinsons Drink Range Britvic 2,333 8 1,136 5 3,469 5 Others Others 10,416 35 11,000 44 5,390 27 26,806 36 Total 29,367 100 25,089 100 20,138 100 74,594 100 (Note: Main monitored brands only excludes smoothies). Table 4: Media Advertising Spend by Brand 2007-2009 (Source: Nielsen Media Research, 2010) 1.6 Distribution 1.6.1 Off Trade Most off trade sales take place through the large supermarket chains. Tesco sells more fruit juices and juice drinks than any other retail off-trade outlet accounting for around 18% of all sales in 2010 with Asda accounting for just over 11% (Euromonitor, 2011). 1.6.2 On Trade The key on-trade distribution channels in the UK are fast food and other restaurants, plus pubs, bars and clubs, where juices are typically used as mixers. However, the adult  juice  brand J2O is positioned as an alternative to alcohol in pubs, bars, and clubs and is increasing its sales year-on-year (Euromonitor, 2011). 1.7 Price Unit prices vary considerably depending on whether the drink is a fruit juice or a juice drink, and its fruit content if it is a juice drink. In addition, unit price varies according to the products positioning i.e. if it is a premium, supermarket own label standard or budget product. A selection of typical retail prices are shown in the two tables below. Positioning Brand Retail Price Premium Tropicana Orange Fruit Juice 1L  £2.18 Supermarket Own Label Standard Tesco Apple and Mango Fruit Juice 1L Litre  £1.60 Supermarket Own Label Budget Tesco Value Apple Juice 1L  £0.62 Table 5: Fruit Juices Typical Retail Prices (Source: mySupermarket.co.uk, 2011) Positioning Brand Retail Price Premium Prices Cranberry Juice Drink 1L  £1.42 Supermarket Own Label Standard Tesco Exotic Juice Drink 1L  £0.90 Supermarket Own Label Budget Tesco Value Apple Juice Drink 1L  £0.53 Table 6: Juice Drinks Typical Retail Prices (Source: mySupermarket.co.uk, 2011) Unit prices in 2010 were reported as being stable even though some brand owners passed on cost increases associated with fluctuations in currency exchange rates between the euro and the pound. However, this move was counterbalanced by discounting and promotional offers for private label and leading brand in the retail marketplace (Euromonitor, 2011). Generally, consumers were inclined to trade down to  juice drinks from fruit juices, due to price considerations. Whilst the recession undoubtedly encouraged discounting and sales promotions, it is evident that both own labels and leading manufacturers offered discounts and promotions long before the recession actually started. This practice is forecast to be a permanent strategy in the market sector in the future as brands jostle to establish and consolidate their competitive positions in an increasingly price sensitive market (Euromonitor, 2011). 1.8 The Macro Environment PESTEL Analysis Organisations can examine their external macro-environment by using the PESTEL analysis framework (Gillespie, 2007). A PESTEL analysis for the fruit juices and juice drinks market sector appears below: Political This refers to any government policy that may cause an intervention in the marketplace. In 2004, the Food Standards Agency (FSA) in the UK stated that it had a mission to convince consumers to adopt healthier food options for a healthier lifestyle. The FSA also required that the food and drinks industry support it in trying to achieve its aims (Food Standards Agency, 2004). The FSA suggested that organisations should include healthy eating strategies for their customers as part of their overall corporate social responsibility programmes rather than simply as a marketing tactic. In addition, the government has promoted healthier eating through an increased intake of fruit and vegetables with its 5-a-day campaign. This has been successful with 74% of those consumers questioned claiming they were aware of the campaign and nearly 60% having taken some action as a direct result of being exposed to the campaign (Food Standards Agency, 2008). Economic This includes such factors as interest rates, taxation changes, economic status and growth prospects, inflation, and exchange rates. Interest rates remain at an all time low with correspondingly low mortgage servicing costs for the majority of homeowners. However, unemployment, together with the threat of unemployment, is negatively affecting consumer confidence, which, in turn, is causing middle-income consumers to trade down higher priced, premium and luxury products (Warc, 2010). Social and Cultural This covers social and cultural trends that can affect consumer demand. There is a noticeable trend towards healthier eating habits in the UK. The importance of this to brands owners and marketers was highlighted in the Health of Britain Survey conducted in 2008 when Giles Quick from the research company, TNS Worldpanel UK said: It is unlikely that we will ever put health before taste, but brands that manage to combine great taste with practicality as well as a positive health proposition, are in an ideal position to win full marks from the consumer'(Quick, p. 3, 2008) Technological This looks at how new technologies can help create new products and new processes. The ubiquitous internet and the growth of mobile electronic communications devices will have an increasing influence over the way in which consumers interact with, and buy, brands, products, and services (Ericssson White Paper, 2011) Environmental Includes the weather and climate change and how these may affect the marketplace. Global warming and climate change are affecting the UK inasmuch as climatologists expect a generally warmer climate in the future. This may result in consumers drinking more water and, equally they drink more fruit juices and juice drinks (just-drinks, 2011). Legal This includes the legal framework within which the organisation and its competitors operate. There are currently no legal issues that may affect the market. 2.0 Identification of the Market Opportunity 2.1 Rationale for the Market Opportunity As has been seen from the analysis in Part 1.0, the ongoing economic difficulties in the UK have caused consumers in the market sector to trade down from fruit juices to juice drinks. This has been borne out by volume sales figures showing a decrease in fruit juice sales and an increase in juice drink sales over the last three years with the trend forecast to continue to at least 2015 (Euromonitor, 2011). However, fruit juices and juice drinks targeting children have seen their volume sales increase. For example, in 2010, Innocent saw sales of its childrens Wedge Cartons grow and subsequently launched a new product for children, Pure  Fruit  Squeezies, designed as a snack to go in childrens school lunchboxes. Feel Good Drinks for Kids and Tropicana Go! were also launched to target the school lunchbox market (Euromonitor, 2011). For juice drinks, breakfast time is when 50% of all such drinks are consumed (Euromonitor, 2011). All fruit juice and juice drinks, even if they contain no added sugar, contain natural fruit sugar. Consequently, for children, it is especially important that they consume juice drinks at mealtimes, such as at breakfast, as this is less likely to damage their teeth than if they sip at juice drinks during the day (Food Standards Agency, 2011). Equally, parents can monitor their childrens intake of juice drinks at breakfast and ensure that they clean their teeth afterwards before they go to school. In addition, parents are becoming increasingly aware of the need to provide a healthy diet for their children and this message is being actively promoted by government through the Food Standards Agency (2004). Research by Euromonitor (2011) has identified a specific market gap for products targeted at children and believes that brands in this marketplace need to strengthen their five-a-day mess ages. 2.2 Defining the Market Opportunity The gap in the market, therefore, is defined as: A high fruit content (50%), healthy juice dink for children to consume at breakfast as part of their five-a-day needs. 2.3 Competition Competition for such a product will come primarily from those brands that have developed, and successfully marketed, products specifically aimed at children. The identified competitors in this respect are: Innocents childrens wedge cartons and Pure  Fruit  Squeezies, Feel Good Drinks For Kids Tropicana Go! 3.0 Marketing Mix Plan 3.1 Marketing Objectives To generate sales worth  £120 million within 12 months of launch. To achieve a 4% share of the overall fruit juice and juice drinks market sector within 12 months of launch. 3.2 Marketing Strategy 3.2.1 Launch Strategy According to accepted marketing theory, for a new product launch in a competitive and price sensitive marketplace, such as for fruit juices and juice drinks, a brand needs to build consumer awareness quickly and achieve rapid market penetration to establish itself successfully (Kotler, 2001, p.355). Consequently, it is proposed to launch the new juice drink product using a rapid penetration strategy, which is one of four identified strategies for a new product launch- see figure 2 below: Figure 2: Marketing Strategies in the Introduction Stage (Source: adapted from Kotler, 2001, p.355) The rapid penetration strategy involves launching the new product at a relatively low price, compared to competitor products, with heavyweight promotional support in order to achieve the fastest possible market penetration and to gain the highest possible market share. This is a sensible strategy in a market with a number of established competitors where a new, and by definition, unknown brand has no consumer awareness. It is also a strategy more likely to succeed where there is price sensitivity in the market, as there is for fruit juices and juice drinks. In terms of cost, then the unit manufacturing cost falls with the volume production scale and with accumulated production experience (Kotler, 2001, p.356). 3.2.2 Competitive Position There are four basic competitive positions that the new product could adopt as follows: Market Leader Market Challenger Market Follower Market Nicher As this is a new product launch targeted at a segment of the overall market, which, although relatively immature, has some established players, it is proposed that the product is positioned as a Market Challenger. This competitive market positioning is relatively high-risk but also high-gain and helps to build a sustainable competitive advantage (Kotler and Armstrong, 2010) 3.2.3 Analysing Competitors The fruit juices and juice drinks market sector is characterised by intense competition between organisations, many of which now operate on a global scale. In view of this, even though the main competitors have been identified, it is crucial that the new brand gains a detailed insight into the nature of these competitors if it is to consolidate its long-term competitive position following its launch (Wilson and Gilligan, 2005, p. 223). According to Kotler and Keller (2006) there are a number of strategic steps that need to be undertaken in order analyse competitor actions in the marketplace. See Figure 3 on the next page. Figure 3: Strategic Steps in Analysing Competitor Actions In the case of the proposed new product, with its Market Challenger position, it is proposed that all fruit juice and juice drink brands competing within its market segment are attacked -see 3.2.3 Brand Positioning below. However, the brand needs to constantly monitor and evaluate the activities of its competitors. 3.3 Product Strategy 3.3.1 Product Specification A blended*, high fruit-content (50%) juice drink with no added sugar or colouring available from the soft drinks section of the supermarket (not chilled). * Actual flavour blend to be determined through research and pre-testing with consumer sample. 3.3.2 Brand Name The proposed brand name is START! The product targeted at children will be called START! for Kids. This name is intended to help position the brand as a product for consumption at the start of the day i.e. at breakfast. It is also a short and memorable name, which will help the product to stand out in a crowded marketplace and will also help facilitate the establishment of the brand in the consumer consciousness. In addition, the brand name has connotations of a healthy start to the day for kids. The brand name START! is also not exclusively for children and lends itself to extensions into other market segments, such as for the adult market. 3.3.3 Brand Positioning Positioning a brand has been described as an attempt by a business to influence the way in which consumers perceive and behave towards that brand in the marketplace (Perreault and McCarthy, 1999). For example, a brand could position itself to appeal to a particular consumer segment by promoting a particular attribute of the brand that would appeal to that segment (Pechmann and Ratneshwar, 1991). The following two figures illustrate the proposed brand positioning for the new product. High Price Juice Drink Pure Fruit Squeezie Childrens Wedge Fruit Juice/ Smoothie s START! For Kids Low Price Figure 4: START! Brand Positioning Childrens Fruit Juice/Juice Drinks Price per 100 ml/100 g and Pure Fruit Juice Content School Break Times Juice Drink Pure Fruit Squeezie and Childrens Wedge Fruit Juice/ Smoothie START! For Kids Breakfast Figure 5: START! Brand Positioning Childrens Fruit Juice/Juice Drinks Price and Consumption Time 3.3.4 Packaging The packaging will be a Tetra Classic Aseptic pack in two pack sizes 100 ml and 200 ml (Tetra Pak Website, 2010). This is to enable it to be used primarily as a breakfast drink in (200 ml size) and secondarily as a snack drink (in 100 ml size) at school break times. The tetra pack is easy to drink from and is also easy to pour into a cup or glass. The pack is also stable on the kitchen counter and on the school desk. See Appendix I. For retail distribution, the individual packs will be sold in rectangular multi-packs of 10 for the 100 ml and 5 for the 200 ml. The rectangular packaging will assist ease of display and stacking in the retail environment 3.4 Distribution Strategy In line with the rapid market-penetration strategy, the product will be sold though all supermarket chains and convenience stores in the UK with a heavy intensity. In view of the target audience, it will not be sold through the on-trade. The product will only be available for retail sale in multi-packs at the prices shown in Table7 on the next page. 3.5 Pricing Strategy Unit prices in the market segment are currently stable and subject to discounting on promotion (Euromonitor, 2011). The rapid market penetration strategy determines that the pricing strategy for START! will be highly competitive and challenging to the market leader and to other brands in the market segment. Brand/Product Retail Pack Size Price per 100 ml/ 100 g Lowest Retail price per pack START! For Kids 5 x 200 ml  £0.20  £2.00 START! For Kids 10 x 100 ml  £0.22  £2.22 Tropicana Go! 4 x 200 ml  £0.25  £2.00* Feel Good Drinks For Kids 1 x 400 ml  £0.32  £1.27* Innocent Childrens Wedge cartons 4 x 180 ml  £0.41  £2.92* Innocent Pure  Fruit  Squeezies 6 x 40g  £0.83  £2.00* Table 7: Retail prices for START! and Competitor Products (*Source: mysupermarket.co.uk, 2011) 3.6 Consumer Segmentation and Targeting Kotler, (2001, p.286) suggests that consumer markets can generally be segmented in three ways as shown below for the new product: Socio-demographics Primary: Housewives with school age children from 4 to 11, male and female. Secondary: The children themselves. Psychographics families with a healthy lifestyle or intending to adopt a healthy lifestyle. Behavioural factors Parents of children who have a positive attitude to the benefits of a healthy diet. 3.7 Marketing Communications Strategy 3.7.1 Marketing Communications Budget The average advertising spend to sales ratio over the last five years has been 0.82%. In order to achieve the marketing objectives stated and implement the rapid market penetration strategy it is proposed that the budget for the first year for START! For Kids be set at double this ratio i.e. 1.6%. This will result in an advertising budget of  £1.92 million. A summary of the overall marketing communications budget by activity appears in appendix II 3.7.2 Marketing Communications Tools According to Kotler (2001), there are five main categories of marketing communications tools:- Advertising Sales Promotion Public Relations Personal Selling Direct marketing 3.7.3 Marketing Communications Tools Characteristics/Objectives According to Fills 4Cs model (2002), the five main communications tools, are characterised by four principal dimensions: Communications Impact Credibility Costs Control See Figure 6 on the next page, which shows how these dimensions apply to the various component of the communications mix. Figure 6: Fills 4Cs Model As has already been established, START! needs to gain rapid penetration through the use of high impact promotional activity that delivers a large audience within the identified consumer segment. In view of the target audience definition, and the need to create high levels of product acceptance, it is proposed that the consumer promotional activity includes a mix of tools including advertising, sales promotion and public relations. 3.7.4 Integrated Marketing Communications (IMC) The concept of IMC was acclaimed by Moriarty (1994) as being one of the most significant developments in the marketing communications business in the 1990s. Kotler first discussed IMC back in 1997 but it was not until 2003 that defined the concept thus: Integrated marketing communication is a concept according to which the company integrates and coordinates its communication channels to send a message clearly, consistently and convincingly about the organization and its product (Kotler, P, 2003, p. 672). Fills promotional planning framework (2006, pp.174-176) summarises all the aspects of the marketing communications planning process see Figure 7 below. Fill categorises the tasks achieved by communications activity into three areas namely, Push, Pull, and Profile, as follows:- Push The activity is pushed from the product provider to the supply chain intermediaries to help develop relationships. Pull The activity is from the product provider to the end consumer to generate a call to action either a purchase or an enquiry. Profile The product provider implements a mix of communications strategies to build brand reputation with all of its target audiences. Figure 7: Fills Promotional Planning Framework (Source: Fill, 2006, pp.174-176) If a formally structured approach to marketing communications planning, such as that detailed above, is not followed there is a risk that the goals and strategy of the marketing communications plan will not link to the high-level corporate goals, or to the marketing goals of t

Modern Industrial Society

Modern Industrial Society This essay will attempt a brief review of the history of the concept culture and its relationship with the concept civilization, in order to understand the two concepts, without making any claims towards offering anything new in the analysis of the chronological account of how the definition of culture changed over time.  [1]  Instead, the essay will attempt to explore the harmonies and dis-harmonies in the utilization of the two concepts, as a way of coming to terms with immanent ruptures and continuities which were explicated in various ways in which the logic and lexicon of these concepts were deployed in the different anthropological traditions over the years. From the outset, I would like to mention that I almost abandoned this particular topic because of the difficulties I encountered in finding a concise definition of, mainly the concept of culture. When, after several weeks of reading, it finally dawned on me that actually there was none, it all started to make sense that the subject of defining the concept of culture has never been closed and was never intended for foreclosure. This meant that understanding how the concept was variously deployed was as important as appreciating the manner of its deployment, especially in ways in which this was always associated with the concept of civilization, whose definition was more straightforward. The notion of Culture: Following a very unsuccessful search for a concise definition of the concept culture, it dawned on me that Terry Eagleton and several others was after all correct when he said that culture was one of the few very complicated concepts to have ever graced the English language (Armstrong, 2010: 1; Eagleton, 2006: 1; Kroeber Kluckhohn, 1952). Culture was a very difficult concept to define because the evolution of its etymology and its deployment varied in different contexts and anthropological traditions, both contemporary and classical. Its meaning in one setting was often contested in another. The word culture was first used in America  [2]  , and in etymological terms, its contemporary usage has its origin in attempts to describe mans relationship with nature, through which resources were extracted. It depicted the outcomes of extraction of resources from nature through a process of labor, for example, through crop farming and livestock production (Eagleton, 2006: 1). It was in this sense that the concept was first formally deployed in the 19th century in Germany, where the word used was Kultur, which in German referred to cultivation.  [3]  The early German usage of the word culture was heavily influenced by Kant, who, like his followers, spelled the word as culture, and used it repeatedly to mean cultivation or becoming cultured, which subsequently became the initial meaning of civilization (Kroeber Kluckhohn, 1952: 10). The way the concept was first used in modern English borrowed from the usage first made of the word by Walter Taylor, which dates back to 1871 , although according to Kroeber and Kluckhohn (1952: 9), Taylors use of the word culture, which was borrowed from German, was similar to the way the word civilization was used in Germany. The above sense in which the concept culture was for long deployed depicted it as an activity or occupation that entailed a materialist dimension related to the extraction of resources from nature. Coming from Walter Taylor, the modern scientific sense of the word culture no longer refers primarily to the process of cultivation, but more generally as a manifestation of customs, beliefs and forms of government (Kroeber Kluckhohn, 1952: 10). The latter sense signifies some abstraction to the transcendent and divine realm of spiritualism. Over time, the concept was also deployed in other ways that depicted it as an entity (Eagleton, 2006: 1). There was also a sense in which the concept of culture also depicted the transformation that took place in societys experiences with changing technologies of production as capitalism developed, although this understanding was quite often deployed in racist terms to differentiate between less industrialized nations of the non-west from the more ind ustrialized European societies. It is true, as observed by Eagleton that the relationship between nature and culture was such that nature produces culture which changes nature (Eagleton, 2006: 3). In this sense, there is a part of nature that is cultural, and another that is not. The part of nature which is cultural is that part which labor transforms, for example, into works of art, monuments, skyscrapers (or building structures) or cities. Such products of culture are as natural as rural idylls are cultural (Eagleton, 2006: 4). Because culture originally meant cultivation, or managing the growth of crops, which means husbandry, the cultural therefore would imply that which was within ones means to change. As pointed out by Eagleton (2006: 4), the stuff to be altered has its own autonomous existence, which then lends it something of the recalcitrance of nature in much the same way as the extent to which culture transforms nature and also influences the rigorous limits nature imposes on the cultural project. To this extent, I am in agreement with Eagleton (2006: 4-5) that the idea of culture signified a double rejection, of, on the one hand, the representation of culture as an organic (biological) determinism; and, on the other, as an interpretation of culture as an embodiment of autonomous spiritualism. To this extent therefore, culture rebuffs naturalism and idealism founded in biological determinism by insisting that from the point of view of culture, there was also a representation within nature which exceeded and dismantled nature. It also represented a refusal of idealism because even the highest-minded human agency had its humble roots in our biology and natural environment. The resulting contradiction from this rejection of naturalism (emanating from organic determinism) and idealism (as a result of autonomy of spirit) led to a contest between what had actually evolved and what ought to, which transfigured into what Eagleton described as a tension between making and being made, between rationality and spontaneity (Eagleton, 2006: 5). Consequently, although the relation between humans and nature was important to an understanding culture, in this paper, I consider the social relations between humans and nature in the course of extracting from nature, through which humans change nature to be the most important. This is what is central to understanding the concept of culture, which makes it possible to view it as a systematic way of life and living, that humans consciously develop that is transferred from the past to the present and into the future. It depicts some semblance of historically assembled normative values and principles internal to social organizations through which a diversity of relationships are ordered. In this way, it is possible to see how culture becomes an abstraction of itself, in its own right, which does not reify culture as a thing as this essentializes culture. I am inclined to agree with Armstrong (2010: 2) in her definition, which presents culture more as a process of meaning making which i nforms our sense of who we are, how we want to be perceived and how others perceive us. The above said, we also need to recognize that while culture is important, it is also not the only factor that shapes social relations between humans in the course of impacting on nature in ways that change it. Several other social, economic, political, geographical, historical and physical factors come into play. It is necessary to recognize that culture, which embodies as much as it conceals its specific history, politics and economics; is, as also pointed out by Franz Boaz  [4]  , not inert. It is an inherently Boasian conception to view culture as extremely dynamic; as having life, and existing in a continuous state of flux, as new notions of and about culture continues to emerge. This means that cultures cannot be expected to be static and homogenous. As new cultures emerge, tensions are usually generated. The totality of any culture and its individual trait cannot be understood if taken out of its general setting. Likewise, culture cannot also be conceived as controlled by a single set of conditions (Benedict, 1934: xv). It is also Franz Boaz  [5]  who noted that culture is some form of standardized or normative behavior. An individual lives in his/her specific culture, in as much the same way as culture is lived by an individual. Culture has a materiality that makes it manifest in diverse patterns implying that it meaningless to try and generalize or homogenize about cultural patterns (Benedict, 1934: xvi). Thinking of culture as socially constructed networks of meaning that distinguish one group from another implies not only a rejection of social evolution but also an endorsement of cultural relativism, which is also a Boasian tradition.  [6]  Boaz  [7]  rightly argued that perspectives that view culture in evolutionary terms tend to end with the construction of a unified picture of the history of culture and civilization, which is misleading. Tendencies which view culture as a single and homogenous unit, and as an individual historical problem is extremely problematic (Benedict, 1934: xv). I consider the distinctive life-ways of different people as the most basic understanding of the notion of culture. Cultural relativity is a recognition that different people have cultures and life-ways that are distinct from those of others. The notion of civilization: The concept of civilization, like culture, also has a complex etymology. By 1694, the French were already using the verb civiliser, and referred to the polishing of manners, rendering sociable, or becoming urbane as a result of city life (Kroeber Kluckhohn, 1952: 11). The French notion of civilization referred to the achievement of human advancement manifest in certain customs and standards of living. The French considered civilization as the end point of a process of cultivation that took place over centuries (Elliot, 2002). The English lagged behind the French.  [8]  In 1773, Samuel Johnson still excluded civilization from his dictionary, preferring civility, and yet civilization (from the word civilize) captured better the opposite of barbarity than civility. The English subsequently adopted the concept of civilization deriving it from the verb to civilize and associated it with the notion of civilizing others. The 1933 Oxford Dictionary defined civilization as: A developed o r advanced state of human society; a particular stage or type of this (Kroeber Kluckhohn, 1952: 12). By the 18th century, the word civilization in German was associated with the spread by the state of political developments akin to the German state to peoples of other nations. It was somewhat similar to the English verb to civilize (Kroeber Kluckhohn, 1952: 11). For the Germans and English, the concept of civilization invoked an imperial political agenda that was apparent in the way they deployed the concept. The harmony and dis-harmonies in deployment of concepts of culture and civilization: The evolutionary thinking about culture and civilization in the philosophy of Durkheim: Among the scholars who attempted a very rigorous narrative intended to distinguish between culture and civilization was Émile Durkheim, whose writings were first published in 1893. In trying to come to terms with the complex division of labor and associated behavioral changes that occurred with the industrial revolution in England, Durkheim, argued that inside modern industry, jobs were demarcated and extremely specialized, and while each product was a specialty, it entailed the existence of others in form of the labor they input into its production. As society evolved from agriculture to industry, so did culture of the pre-industrial era give way to civilization associated with the conditions of progress in human societies. Durkheim extended the concept of division of labor from Economics to organisms and society, from which its association with culture was derived, arguing that the more specialized an organisms functions were, the more exalted a place it occupied in the animal hierarchy. For Durkheim, the extent of division of labor in society influenced the direction of the development of the evolution of mankind from culture to civilization (Durkheim, 1984: 3). Durkheim used division of labor to make the distinction between culture as a preserve of the pre-modern mediaeval society and civilization as belonging to the modern industrial society. Durkheim argued that all societies are usually held together by social solidarity. In the pre-industrial societies, where social bonds were based on customs and norms, this solidarity was mechanical while in the industrial societies, which were highly individualistic, the solidarity was organic, and social bonds were maintained by contracts which regulated relations between highly individualistic beings. To Durkheim, societies transition from relatively simple pre-modern societies to relatively more complex industrial societies (Durkheim, 1984: 3). Durkheim argued that division of labor influenced the moral constitution of societies by creating moral rules for human conduct that influenced social order in ways that made industrial societies distinct from the pre-industrial ones. It created a civilized, individual man, capable of being interested in everything but attaching himself exclusively to nothing, able to savor everything and understand everything, found the means to combine and epitomize within himself the finest aspects of civilization. For Durkheim, tradition and custom, collectively defined as culture were the basis of distinction of the simpler societies which defined their mechanical form of solidarity that they exhibit. The modern societies, according to Durkheim, were characterized civilization (Durkheim, 1984: 3-4). Durkheim advanced an essentially Darwinian argument. In the biological determinism of Durkheim, it is argued that the shift from mechanical to organic solidarity was comparable to the changes that appeared on the evolutionary scale. Relatively simple organisms showing only minimal degrees of internal differentiation ceded place to more highly differentiated organisms whose functional specialization allowed them to exploit more efficiently the resources of the ecological niche in which they happened to be placed. The more specialized the functions of an organism, the higher its level on the evolutionary scale, and the higher its survival value. In similar ways, the more differentiated a society, the higher its chances to exploit the maximum of available resources, and hence the higher its efficiency in procuring indispensable means of subsistence in a given territory (Durkheim, 1984: xvi). There were fundamental contradictions in the perspectives of Durkheim. If Durkheim denigrated culture to the pre-modern, and viewed society as developing in evolutionary terms to the industrial, it could be assumed that he also believed that the solidarity which was associated with the industrial society was better. What then explains the fact that Durkheim was deeply convinced of and concerned about the pathology of acquisitiveness in modern capitalist society? Durkheim did not believe that the pathological features of the industrial society were caused by an inherent flaw in systems built on organic solidarity. Rather, he thought that the malaise and anomie were caused by transitional difficulties that could be overcome through the emergence of new norms and values in the institutional setting of a new corporate organization of industrial affairs (Durkheim, 1984: xxi). For Durkheim, the flaws in industrial and class relations did not mean that the pre-modern characterized by culture was better. That the class conflicts which were inherent in the industrial society and were associated with the structure of capitalist society would be overcome by the emergence of a new corporate society in which relations between employers and employees were harmonized. Beholden to none of the political and social orientations of his day, Durkheim always attempted to look for a balanced middle way (Durkheim, 1984: xxii). The contemporary play of relationships between culture and civilization has, to say the least, rendered wanting, the ideas which were advanced by Durkheim. For example, if culture is a preserve of the pre-modern, what explains the pervasiveness of barbarism within civilized formations of the industrialized world? Can we have culture in societies that are characterized as civilized or with civilization? Or are societies that are said to possess culture devoid of civilization? The contradictions in the etymology and deployment of concepts of culture and civilization: The usage of culture and civilization in various languages has been confusing. Websters Unabridged Dictionary for English defined both culture and civilization in terms of the other. Culture was a particular state or stage of advancement in civilization. Civilization was called advancement or a state of social culture. In both popular and literary English, they were often treated as near synonyms, though civilization was sometimes restricted to advanced or high cultures (Kroeber Kluckhohn, 1952: 13). As early as the 1950s, there were some writers who were inclined to regard civilization as the culture of urbanized societies characterized by cities. Often, civilization was considered a preserve for literate cultures, for instance, while the Chinese had civilization, the Eskimo were seen as in possession of culture (Kroeber Kluckhohn, 1952: 13). The English language distinction between civilization and culture made in the past was different from that made in the German language. In German, civilization was confined to the material conditions, while the English expression sometimes included psychic, moral, and spiritual phenomena (Kroeber Kluckhohn, 1952: 13). The German Kultur also referred to material civilization, while culture in English over time came to mean something entirely different, which corresponded to the humanities. The German Kultur also related to the arts of savages and barbaric peoples, which were not included in any use of civilization since the term civilization denoted a stage of advancement higher than savagery or barbarism. These stages in advancement in civilization were even popularly known as stages of culture; implying that the word culture was used synonymous with the German Kultur (Kroeber Kluckhohn, 1952: 13). In English, culture was a condition or achievement possessed by society. It was not individual. The English phrase a cultured person did not employ the term in the German sense. There was a sense of non-specificity in the way in which the concept culture (Kultur) was deployed in the German sense (Krober Kluckhorn, 1952: 13). From its etymological roots in rural labor, the word culture was first deployed in reference to civility; then in the 18th century, it became more or less synonymous with civilization, in the sense of a general process of intellectual, spiritual and material progress. In Europe, civilization as an idea was equated to manners and morals. To be civilized included not spitting on the carpet as well as not decapitating ones prisoners of war. The very word implied a dubious correlation between mannerly conduct and ethical behavior, which in England was equated to the word gentleman. As a synonym of civilization, culture belonged to the general spirit of Enlightenment, with its cult of secular, progressive self-development (Eagleton, 2006: 9). Form my reading of the literature on this subject, it was not clear at what point culture and civilization begun to be deployed interchangeably. Suffice to mention, however, that in English, as in French, the word culture was not unconditionally interchangeable with civilization. While it was not entirely clear, between the two concepts of culture and civilization, which predated the other, they both shared a transcendental association with the notion of cultivation, as something which is done to (or changes in) humans in the course of exacting labor upon nature to change it, that leads to the development of human qualities to suit the needs of collective humanity. Culture, which emerged in German from the notion of Kultur, which meant cultivation, appeared as a form of universal subjectivity at work within the particularistic realm of our separate individualities. For Eagleton (2006: 8), it was a view of culture as a component of civilization which was neither dissociated from socie ty nor wholly at one with it. This kind of focus also portrayed an essentially Kantian notion of man as becoming cultivated through art and science, and becoming civilized by attaining a variety of social graces and refinements (or decencies), in which the state had a role to play. This Kantian conception therefore distinguished between being cultivated and being civilized. Being cultivated referred to intrinsic improvement of the person, while being civilized referred to improvements of social interrelations (interpersonal relations), some kind of ethical pedagogy which served to liberate the collective self buried in every individual into a political citizen (Eagleton, 2006: 7; Kroeber Kluckhohn, 1952: 11). There was a sense in which the concept of civilization had an overwhelming French connection (coming from the concept civilizer), in the same way culture was associated with the Germans (from the concept Kultur). To be described as civilized was associated by the French with finesse with regards to social, political, economic and technical aspects life. For the Germans, culture had a more narrowly religious, artistic and intellectual reference. From this point of view, Eagleton (2006: 9) was right when he observed that: (i) civilization was deployed in a manner that played down national differences, while culture highlighted them; and, (ii) the tension between culture and civilization had much to do with the rivalry between Germany and France. I am reminded here of Eagletons famous phrase that: civilization was formulaically French, while culture was stereotypically German (Eagleton, 2006: 10-11). Towards the end of the 19th century civilization and culture were invariably viewed as antonyms. If, however, the description by Eagleton (2006: 9) of French notion of civilization as a form of social refinement is acceptable, then one can also accept Kroeber and Kluckhohn (1952: 14) description of civilization as a process of ennobling (or creating nobility) of humanity through the exercise by society of increased control of the elementary human impulses. This makes civilization a form of politics. In the same light, I also agree with Kroeber and Kluckhohn (1952: 14) that cultures German connections link it with the control of nature through science and art, which means culture embodies technology (including equipment) as well as knowledge systems (including skills) relevant for subduing and employing nature. The implications of the above are two-fold: (a) culture and civilization, can not be looked at as antonyms or binary opposites, in the sense in which evolution theorists would want us to view the relationship between these two concepts with culture as being akin to an inferior status while civilization is ascribed to the superior; (b) both tend to depict not only elements of normativity in advance in life-forms, but also constantly improving internal conditions of the internal elements of these concepts that define humanity which they embody. There is a way in which the elements embodied by these concepts depict superiority in their respective life-forms. Even when there are tendencies for overlaps in the elements depicted by these two concepts, for example, their association with politics, art, technology and urban living, there is a sense in which both concepts cannot be viewed as stages of development one from the other. It appears to me that Eagleton viewed civilization as a value-judgmental concept that pre-supposed an improvement on what went before, to whatever was not only right, but a great deal better than what was (Eagleton, 2006: 10). Eagleton was also non-presumptive when he pointed out that historically, the deployment of the term put it within the lexicon of a pre-industrial European middle class, which used the concept to justify imperial ambitions of mercantile and early industrial European capitalism towards those they categorized as of inferior civilization (Eagleton, 2006: 10). This fact has to be borne in mind if the concept when the concept is deployed today. Culture on the other hand, required certain social conditions that bring men into complex relationships with natural resources. The state becomes a necessity. Cultivation was a matter of the harmonious, all-round development of the personality. Because there was overwhelming recognition that nobody could do this in isolation, this helped to shift culture from its individual to its social meaning. Culture had a social dimension (Eagleton, 2006: 10). Whichever was, between culture and civilization, the progenitor of the other, there is a dual sense in which these concepts appear linked by their enlightenment era roots; and also not linked at the same time. I agree with Eagleton that civilization sounds abstract, alienated, fragmented, mechanistic, utilitarian, in thrall to a crass faith in material progress; while culture seems holistic, organic, sensuous, autotelic and recollective. However, I have reservations with Eagletons postulation of, first, a conflict between culture and civilization, and secondly, presentation of this conflict as a manifestation of a quarrel between tradition and modernity (Eagleton, 2006: 11). One of the greatest exports from the Enlightenment era was its universalism. Post-enlightenment political philosophy contributed significantly to critiques of enlightenments grand unilineal narratives regarding the evolution of universal humanity. We can look at the discourse of culture as a contribution to understanding the diversity inherent in different life-forms with their specific drivers of growth. Increasingly, it had become extremely perilous to relativize non-European cultures, which some thinkers of the time idealized as primitive (Eagleton, 2006: 12). In the 20th century in the primitivist features of modernism, a primitivism which goes hand-in-hand with the growth of modern cultural anthropology emerged, this time in postmodern guise, in form of a romanticizing of popular culture, which now plays the expressive, spontaneous, quasi-utopian role which primitive cultures had played previously (Eagleton, 2006: 12). While todate the concepts civilization and culture continue to be used interchangeably, there is also still a sense in which culture is still deployed almost as the opposite of civility (Eagleton, 2006: 13). It is not uncommon to encounter culture being used in reference to that which is tribal as opposed to the cosmopolitan. Culture continues to be closed to rational criticism; and a way of describing the life-forms of savages rather than a term for the civilized. If we accept the fact that the savages have culture, then the primitives can be depicted as cultured and the civilized as uncultured. In this sense, a reversal means that civilization can also be idealized (Eagleton, 2006: 13). If the imperial Modern states plundered the pre ­-modern ones, for whatever reasons, is it not a statement of both being uncultured and lack of civility, quite antithetical to what one could consider as civilization of the west. What sense doe it therefore make to posture as civilized and yet act in an uncultured manner? Can viewing culture as civilization, on one hand, and civilization as culture, on the other hand, help to resolve the impasse in the contemporary deployment of these concepts? One fact is clear, either way; it has potential to breed postmodern ambiguities of cultural relativism (Eagleton, 2006: 14). Alternatively, if culture is viewed, not as civilization, but as a way of life, it simply becomes an affirmation of sheer existence of life-forms in their pluralities (Eagleton, 2006: 13). Pluralizing the concept of culture comes at a price the idea of culture begins to entertain cultural non-normativities or queer cultures, in the name of diversity of cultural forms. Rather than dissolving discrete identities, it multiplies them rather than hybridization, which as we know, and as Edward Said observed, all cultures are involved in one another; none is single and pure, all are hybrid, heterogeneous, extraordinarily differentiated, and non-monolithic (Eagleton, 2006: 15). Attempts to valorize culture as a representation of particular life-forms associated with civility can also be perilous. There is a post-modern sense in which culture can be considered as an intellectual activity (science, philosophy and scholarship), as well as an imaginative pursuit of such exploits as music, painting and literature. This is the sense in which cultured people are considered to have culture. This sense suggests that science, philosophy, politics and economics can no longer be regarded as creative or imaginative. This also suggests that civilized values are to be found only in fantasy. And this is clearly a caustic comment on social reality. Culture comes to mean learning and the arts, activities confined to a tiny proportion of humanity, and it at once becomes impoverished as a concept (Eagleton, 2006: 16). Concluding Remarks: From the foregoing analyses, it is clear that understanding the relationship between culture and civilization is impossible until we cease to view the world in binaries in which the West (Europe) was constructed as advanced and developed with the non-West perceived as primitive, barbarous and pagan. Historically, the Wests claim of supremacy was always predicated on their provincialization of the non-west, whose behavioral patterns were judged from the experience of the West, and characterized in generalized terms as traditional customs and therefore culture. I agree with Benedict, that the West did all it could to universalize its experience to the rest of the world, even when this experience was different from that of those from the non-west (Benedict, 1934: 5). Assumptions of the mutual exclusivity of culture and civilization in society are premised on perceived irreconcilability of values and beliefs. Religion was always used in the West to posit a generalized provincialism of the non-west. It was the basis of prejudices around which superiority was justified. No ideas or institutions that held in the one were valid in the other. Rather all institutions were seen in opposing terms according as they belonged to one or the other of the very often slightly differentiated religions. In this contemporary era of highly globalized populations of footloose movements an