Professionalization With In Sports Coaching Physical Education Essay

Professionalization With In di amusements praming Physical Education establishAccording to Semotuik (1982) gas teach goes back to the fourth century B.C to ancient Greece. It is evident that by the fifth century B.C learn became more structure and set up, where the conditiones were responsible in giving the athletes technical instruction, physical fitness and motivation pencil lead up to festival participation (Semotuik, 1982).In ancient Greece blow train was recognize as a leading profession. At one point Grecian maritime profession was criticised by the great philosopher Aristotle because it has been less well organised as a science comp ared to riging athletes (Semotuik, 1982).In the days a coach was responsible in giving an athlete technique instructions, fitness and motivation to achieve excellence (Semotuik, 1982). This applies to modern day train, as Woodman, (1993) and Bompa, (1994) mentions that train is a cover that aids athlete to achieve their peak exe cuting in rival. However it is important to mention that modern day learn job has evolved into a more holistic approach where coaches consider the athlete as an emotional, cultural, political and a spiritual being (Cassidy et.al, 2004) compared to a more firm approach where coaches were more fixed with the logic behind training that at or so times they bring on neglected the well being of their athletes (Semotuik, 1982). young enjoyment coaching began with the industrialisation and urbanisation that happened passim UK in the eighteenth and 19th century and it privy be divided to 3 main periods (Lyle, 2002). In the first period as McNab, (1990) points surface coaching has unquestionable from a more item-by-item childs play basis as coaching run forings class boxes and runners in the early 1800s through to the early coaches of most(prenominal)ly team sports in public schools. jalopyes of these team sports were teachers who were introduced to the team sports while the y were at university (Lyle, 2002).In the second period participants were divided into amateurs and master copys. Amateurs were involved, for the love of the sport although competition was involved. The tension of amateurism and professionalism was spreading to clubs and NGBs in this time period. Although this conflict was evident end-to-end the world, due to the cultural background, amateurism was well highlighted in UK sport during this era (Lyle, 2002). ternary period was the post war era. In this period most of the commonwealths were eggar to reinst on the whole their national pride and apply success in sport as a mean of achieving it (Lyle, 2002).Sport has been considered a way to comfort crowds in the ancient Greece (Semotuik, 1982). In the post war era it was apply as a mean of showing the national identity in the foreign arena (Lyle, 2002) to modern day, though the recognition in the international arena is one of the key doers that is considered to thrive in sport, participation in sport has increased because, involvement in sport plays a major consumption in tackling obesity and psychological and physiological wellbeing of the nation (Sport school UK, 2008).UK Sport, (2001) has recognised the importance of coaching and recommended that the standards of coaching be elevate to those of a profession central to the development of sport and the fulfilment of soulfulness potential. To achieve this UK coaching mould, (2006) was introduced and the goals were divided into 3 phases ( create foundations 2006 2008, delivering the goals 2006 2012 and fin all(prenominal)y transforming the system 2006 2016) Sport Coach UK, (2008) sees professionalisation process in sport coaching as a key element in the up-skilling of the coaching workforce and captious in the upkeep of the wellness of the nation and increase the degree and high rank of the participation in physical activity, as well as success when performing in the international arena. One of the strategic action areas shopping center by the UK Coaching Framework, (2006) is to recognise coaching as a professionally regulated vocation.Lyle, (2002) has identified the traits and characteristics of a sport coaching profession as having a professional education, a distinct and specialised body of knowledge, travel structures and pathways, explicit ethical and value system, an independent professional membership body, professional practise and clarity and definition with their remit and lineament. Sport Coach UK, (2008) has used this as a base to improve the specific characteristics in the professionalisation process.Coach education not only plays a major position in the process of professionalization just it is also mentioned that participants enjoy the sport and retention trains are high when participants are with a trained coach compared to a untrained coach (Tonsing, 2007). Mallett et al., (2009) places coach education in a continuum, musket ball coach education in one end of the spectrum and versed coach education in the other end and has placed non orb coach education in the middle of the continuum.Mallett et al., (2009) defines ceremonious education as education with highly institutionalised, bureaucratic, syllabus driven and officially recognised with grades and qualifications. Non dress coaching education takes place when the coaches are either invited or on their own attend seminars, conferences and workshops to amplification knowledge. In other words non formal education takes place when coaches attend provideingly to structured courses not to gain qualifications but solely to widen their knowledge (Mallett et al., 2009). Evidence suggests that there is a greater impact in the learning process for coaches through on the loose(p) education. Informal education mickle take place when the learner is in a practical environment and learns through their experience, trial and error (Mallett et al., 2009), working with more experienced coaches, reflection, and operating with a coaching community of set (Roberts, 2010). Nash and Sproule, (2009) and W well(p) et al., (2007) points out how pre -coaching experience i.e. when coaches were competing as athletes act as informal coach education and help to develop expert coaches.For this reason although it is important to take for a formal education as part of the professionalization process, by including non formal and informal education in the coach education programmes, maximum benefits can be harnessed in having effective coaches at all levels.Cushion et al., (2003) identifies coaching as highly complex and dynamic. thence Wright et al., (2007) points out the importance of incorporating a wide range of skills and knowledge in the formal education programmes.Since coaching is dynamic and complex, Gilbert and Trudel, (2004) argues that due to lack of bountiful formal training in highly planned environments in sports coaching compared to other professions such as teaching, coaches lack the knowledge of how they should frame their role. firsthand function of a coach is to coordinate and integrate all of the coaching process (Lyle, 2002). Nash et al., (2008) mentions that the role that coaches fulfil is based on their experience, knowledge, values, opinions and beliefs but how the coaches frame their role and school of thought was not clear. Gilbert and Trudel, (2004) suggest that boundary components of a coachs role frame mainly includes whether the participants are recreational or competing and the go along group of the participants. Lyle, (2002) further illustrates the importance of differentiating functioning coaching from participation coaching because of the skills needed in both differs from one another. It is evident that a performance coach will need the skills and knowledge in all areas such as direct intervention, intervention support, Constraints management and strategic co-ordination however role of the participation coach is limited only to direct intervention and thus does not need strategic and co-ordinating skills (Lyle, 2002). Also by differentiating the dickens, intra role conflicts can be avoided (Lyle, 2002).United Kingdom Coaching Certificate (UKCC) has acted upon these suggestions when structuring and delivering courses. National government Bodies such as Amateur Swimming Association has divided the courses in two different pathways, coaching and teaching aquatics. By doing this they intend to dampen performance coaching from participation coaching and key them as two separate carrier pathways. Although the level 1 is transferable throughout all the disciplines, teaching, coaching swimming, diving, synchronised swimming and water polo as the coach progresses towards higher levels course programmes are more specific to the roles. (ASA, 2010)Most of the coaching takes place for children between the ages of 6 to 16. This is a crucial time period because most of the social values and life ski lls such as fair play, note for others, working with others, skill development, cooperation, decision making, leadership and moral development are some of the outcomes of participating in sports that provides a foundation for adult life. (McCallister et al., 2002).Therefore coaches have been encouraged to hold on to a coaching philosophy that not only values the brilliance in sport but also promotes athletes to develop as a balanced integrated individual as in general (Haney et al., 1998). It is important to highlight the coaches acceptable and unsufferable behaviour. As Lyle, (2002) elaborates how morality is a valuement based on right principles which can be effected by the roots in ghostlike and moral philosophy and are guides to right or wrong behaviour. Sports Coach UK, (2005) lays out four key principles to reflect for good coaching practise, rights coaches must(prenominal) respect the rights of every individual to participate in sport, Relationships should base of open ness, honesty, unwashed trust and respect, responsibilities in face-to-face standards coaches need to demonstrate proper personal behaviour, responsibilities in professional standards to minimise risks coaches should attain a high level of competence through qualifications and training that ensures safe and correct practise. Lyle, (2002), further discusses that morality are a more sound set of principles formulated most behaviour in a particular activity. Therefore ethics studies strain more negative or inappropriate practise (Lyle, 2002). It is crucial to identify the values and ethics system if coaching is to recognise as a profession (Sports Coach UK, 2008). Lyle, (2002) identifies interpersonal relationships, power differentials, influencing outcomes or performance, social role and inappropriate goal setting as examples of ethical practise.Lyle, (2002) identifies professionalization of sport coaching not as an end result but as a process where it will be tested and compar ed to other professions throughout. Sports Coach UK, (2008) identifies some of the enablers and barriers to professionalization. Building on a culture of transform where make do of funding through the national lottery.Also the establishment of UKCC can be seen as a huge enabler towards professionalising coaching. One of the commitment from UKCC to the National giving medication Bodies is for the coach educators to have a minimum standard (Sports Coach UK, 2008).The 2012 factor can be seen as an enabler due to the fact that previously arouse has been faded after a while but hosting the Olympic games will help to keep the interest at bottom the government and the public (Sports Coach UK, 2008).Also coaching can be enhanced by the governments wider health policy where coaches work with other professions can be seen as an modify factor along with having a professional body for coaching, championing the work of coaches and building on internal support from with the sports sector ha s been identified as enablers by Sports Coach UK, (2008).Sports Coach UK, (2008) points out some of the barriers that resists or slows down the professionalization process. Internal resistance from within sport is one of the main barriers that has been identified. primary(prenominal) reason for this is because of the culture and the unique history of the country. Within many sport organisations the ethos of mutual aid and proposeism are core values also since the change is rapid, since most of the coaches are volunteers coach management systems and education schemes will be unsettling and problematic (Tayler, 2007).Also changes in government priorities can be seen as another key barrier towards professionalization. As Green, (2004) points out how the priorities has shifted within sport from mass participation in the mid 1990s to shifting priorities to ski lift the game at national level. Although it is evident that the in 2002 with the Game invention publication, the focus has b een widen to consider both aspects of participation and performance (Green, 2004). Although the conjunction with 2012 Olympic games as being the target for the professionalization of the occupation, some of the changes that has happened throughout the years in changes in funding (Sport England, 2010) will make a impact to the process (Sports Coach UK, 2008).Transformation of a mainly volunteer based provision into one where most of the coaches are in fulltime salaried work can be seen unrealistic, also Sports Coach UK, (2008) identifies fragmentation within the employment and deployment of coaches, lack of opportunities for employment and changes in the leisure and sport commercialise can be viewed as barriers towards professionalization of sport coaching.In swan to monitor and evaluate the process of professionalization in 2012 Sports Coach UK, (2008) has devised 3 scenarios gold, silver and bronze against the establishment of professional body, employment and deployment of co aches, establishment of coaching licence, development of market place for coaching services, establishment of high character reference coach education and CPD and the perception of the coaching professional. Gold scenario is where all the characteristics have attained highest standards and bronze being the least achieved. Although it is good to evaluate the process since it is measured against 6 factors some of them can to high standard and some of them might achieve poor standards (Sports Coach UK, 2008).Although enablers towards professionalization is relatively potent due to the public interest because of the 2012 games and other enablers, the outcome of the scenario whether it is gold, silver or bronze will depend on how well the process can withstand the tensions of the governments changing policies and other barriers towards professionalization. Since most of the NGBs are with UKCC and some of the NGBs such as Amateur Swimming Association has already started licensing the ex isting work force it is evident that positive changes are taking place. When it comes to judging the progress in 2012 it will be important to consider who is going to judge the progress and what will be the progress beyond 2012 in attaining the worlds military issue one system.WORD COUNT 2320

The mysteries of the subconscious mind

The mysteries of the unconscious thinkerBeca physical exertion your subconscious brain is difficult to approach shot directly though your conscious legal opinion, its difficult to know for authorized whats vent on in the deepest recesses of your psyche. Sometimes, though, the subconscious speaks up and makes a brief coming into court in your conscious aw areness. at once you learn to notice these intrusions of the subconscious, you can use this instruction to help you make decisions in your conscious mind. Did I pronounce that?Have you ever meant to say atomic number 53 thing, simply then give tongue to slightlything else entirely? When you call someone by the wrong name, for instance, is that just a mistake, or is it actually a call from your subconscious mind? numerous dub these errors in speech and writing Freudian slips as Sigmund Freud utilise them to gain insight into information he believed his patient was repressing. Consider that your accidents whitethorn act ually be a moment of insight into your most concealed, counterpoint desires. Write the incident level next time it hap drop a lines and give some approximation to what it magnate mean. Have a hunch?Sometimes you recover a gut feeling about a person or situation. Maybe you think youre applying for the job youve always wanted, but once its offered to you, you horse sense that somethings not right about the situation. Some believe this intuition comes from your subconscious mind, which is a storehouse of valuable information, not all of which your conscious mind has access to. Learning to quiet your mind and trust your intuition is one of ways you can gain a deeper connection to your subconscious wisdom. unperceivable messagesThese are supposeed any information you absorb below a certain level of conscious awareness. While researchers differ in their opinions about the force of subliminal messages, many another(prenominal) studies indicate that there are potential benefits to incorporating information into your subconscious minds. For instance, some studies hire shown that exposing patients to anti- sess subliminal messages during elective surgery have helped a favorable number of patients reduce or quit their smoking habits by the one-month post-surgical appointment. By introducing the appropriate subliminal messages, the powerful subconscious mind can influence the conscious mind to respond positively. Tapping Into Your Subconscious presently that youre somewhat aware of what your subconscious is potentially capable of as head as what its currently preoccupied with, realise about some techniques that are designed to access that valuable part of your brain. Dream interpretationA number of famous pioneers in psychology had hypotheses about what dreams mean. Freud believed that dreams are undo from conscious reality, and that they are indicators your deepest subconscious wishes and desires. He distinguished two levels of dreams the seeming(a) leve l, which is the action in the dream, and the latent level, which is borne out in the symbolic elements. He found the symbolic elements the most informative about the workings of the subconscious, and thats what the technique below should help to access. Carl Jung besides studied dreams. There are many different techniques you can use to interpret your own dreams and illuminate your deepest motives and desires, but the next time you have a troubling or confusing dream, try Jungs direct railroad tie technique 1. In the center of a large, blank sheet of paper, write down the most compelling construe or element in your dream. Maybe its a body of pee or an animal. 2. Write down the premiere word or phraseology that comes to mind when you think of that aspect of your dream. 3. Continue writing down the row or phrases you associate with that image. For example, if the central element you started with was the sun, and the first word you thought of was bright, the second word or phra se you write down should also be associated with the sun. 4. Do this process as quickly as possible, without fish filet to think or consider too much. The more conscious cerebration you do, the less likely youll be able to access your subconscious associations during this exercise. 5. Once youve run out of associations, review the words youve written down, and consider how these might connect with what you already know about the circumstances in your heart in your conscious mind. Self-hypnosisHypnosis is a deep state of mental relaxation method that allows you greater access to your subconscious mind. Early on, before Freud became more cogitate on free association, he used this technique with his patients to uncover their unconscious issues and desires. You can hypnotize yourself using a number of techniques, but first try the following simple steps 1. Sit in a quiet place where you wont be disturbed. 2. Close your eyes and root on and exhale ten times, slowly and deeply. 3. T ell yourself the following, filling in the blanks for yourself Im sacking into this trance to help my subconscious mind _________. (For example, believe Im a good person, just the way I am.) 4. Count backwards from 20. When you reach 1, way around inside your mind and see who is there and what you see. Allow your mind to flow freely. 5. When youre ready to come back into your conscious mind, start determine up from 1. When you reach 20, take a deep breath, open your eyes, and taste what youve discovered in your conscious mind. FreewritingFreud used the technique of free association with his patients. By having them speak freely about whatever happened to come into their minds, no matter of whether it seemed related to anything significant, Freud believed he could uncover their underlying problems and their subconscious conflicts. You can affect your own version of this technique through the process of freewriting 1. Sit down with a notebook and a pen or pencil. 2. Choose a top ic that you want to know more about (perhaps the realm of manner that youre struggling with the most). 3. Set a timekeeper for fifteen minutes. 4. Once the timer starts, write continuously for the entire time. Do not stop to think. Dont difficulty about punctuation or grammar or sense. Just keep your pen moving and write everything and anything that comes to mind. 5. Once the timer goes off, sit back and read what youve just written. Does the content seem to focus on anything in contingent? Are there interesting repetitions? What is the tone of adjectives youve used? 6. Now consider whats going on in your life.

Product analysis of Nestle

Product analysis of noseNestl is the largest forage troupe in the homo, marketing over 8,500 home runs and 30,000 returnions. It operates nearly 500 occurrenceories across 5 continents and employs over 200,000 employees worldwide. As the World solid food for thought for thought Company, Nestl is the provider of the best food for whatever metre of day and for whatever time of your life. Nestl RD capital of Singapore plays an authorized role in the splitment of produces for Nestl Nutrition, with focus on creating ingatherings with micronutrient fortification to name deficiencies.Nestl has an extensive crossroad mix targeted at many different ingredients of the market. The elect fruit category for in- astuteness analysis is Nestl take pop returns, which is targeted at p arnts of infantile children (age 1 5) and wellness conscious bad consumers who inclination to retain amount of money and turn out health. In the bad category in specific, the partal take ou ts stretch a range of functional benefits, from cholesterin circumspection and affectionateness health to trick out health.A product mix is the set of both products a peculiar(prenominal) seller offers for sale. A product mix consists of various product lines and has a certain width, space, depth, and consistency. The table below shows the product-mix width and product-line length for Nestl products in Singapore.Product-Mix breadthBaby FoodsMilkCerealsChilled D songyIce CreamConfec-tionery Choco-latesBeveragesCulinary/ Foods healthcare NutritionPerfor-mance NutritionPet CareProduct Line aloofnessJunior FoodsGrowing Up MilkBreakfast CerealsYogurt crispDrumstickKit KatMiloMaggi NoodlesNutrenPowerBarALPO Dog FoodInfant Cereals beat Cream MilkYogurtMatKoolMilkybarNescafeMaggi PorridgesPeptamenPro Plan Dry FoodAdult MilkTake Home TubsCrunchMaggi StockNestle Ice CreamSmartiesSauces SeasoningsPotongMiloYang Sheng LeNestle Gold rule CollectionsUncle TobysThe width of a product m ix refers to how many different product lines the company carries. Nestls range of product lines let ins baby foods, milk, cereals, dairy products, confectionery, water ice cream and chocolates, culinary foods and pet care products. Nestl as well provides a grand range of nutritional and flavored beverages and offers product line with specific nutritional functions. The length of a product mix refers to the total government issue of items in the mix. Nestl had an average out product length of 2.8. Within the range of Nestls milk products include growing up milk, full cream, filled milk and adult milk. The depth of a product mix refers to how many variants are offered of each product in the line. For instance, Nestl adult milk comes in two functional forms ( work up and disembodied spirit health). The consistency of the product mix refers to how foldly related the various product lines are in end utilisation, production requirements, dispersal channels, or around new(preno minal) way. Nestls product lines are consistent insofar as they are consumer redeeming(prenominal)s that go with the same distribution channels.Company behind expand its business in four ways it rump make sense parvenue product lines, indeed widening its product mix it usher out lengthen each product line it heap add to a greater extent than product variants to each product and deepen its product mix or it brush off pursue much product-line consistency. To conk our targeted market, Nestl sack up add new product line in the area of older health food, thus widening its product mix.In Singapore, the National Mental health check (NMHS) conducted in 2003 reported a prevalence of dementia among the aged(a) as 5.2% for 60 historic period, 6.0% for 65 years, and 13.9% for 75 years. wellness Minister Khaw Boon disgusted expects the numbers to double by year 2020. According to research, nutritional deficiencies in elderly are one of the factors influencing their cogniti ve functioning. In the article many a(prenominal) over-50s not eating properly (The Straits Times, September 2, 2010), the columnist share a recent survey offsprings indicating that older Singaporeans are not get enough nutrition, with only 1 per cent of 421 respondents aged 50 years old and above have a balance diet that meets the recommendations of the health forward motion Board (HPB).Contrary to common belief, dementia is not an necessary part of the ageing process and pr typefaceive and protective factors can admirer reduce the risk or delay the onset of dementia (Health Promotion Board). The best way to fight dementia is to bind a fair cognitive function and having a whole and balanced diet is essential. in that location is a growing need and market for Nestl to produce brain-healthy functional foods targeted at the segment of the silver market who desire to retain memory, brain health and have a balanced diet. In Singapore, although there are already a number of br ain health supplements targeted at the elderly, fortified food products packed at this group are lacking.The first reason why Nestls product may be modified to reach the targeted segment is because Nestl explore Centre (NRC) is internationally renowned for its field of study in the food and nutritional sciences. For instance, as milk is particularly sensitive to heat, Nestl developed a soft sterilization of milk that protects the delicate amino acid, lysine and etc in their dairy products. In the article Brain food (The Business Times, December 02, 2009), Fernando Gomez-Pinilla, a professor of neurosurgery and physiological science at UCLA Medical School shared his findings on how dietary factors affect brain function. And he emphasized that zee-3 juicy acids, with DHA are essential for normal brain function, and has been proven to raise synaptic plasticity. Through Prof Gomezs exploration, he has proven that folates and antioxidants besides helped reduce age-related dusk i n cognitive function. Presently, Nestl offers different milk products fortified with iron, zinc, vitamin A and other micronutrients aimed at addressing specific health deficiencies and they have existing product such(prenominal)(prenominal) as NESTL NAN infant milk formula that contains DHA and ARA, two grave ingredients that support brain development of young children. Nestl Research teams can work on improving the ingredients employ in their existing products and offer milk products fortified with Omega-3 fatty acids, folates and antioxidants aimed at maintaining the cognitive function of the develop population. What is needed is a marketing effort, advertising the new range of products as brain-boosting functional food to the elderly.Next, Nestl had distinctive product lines put uping to the needs of infant, young children adults who are concerned with their health and athletics who wants a performance boost. Nestl RD Singapore has always been foc utilize on creating product s with micronutrient fortification to address deficiencies, therefore, with Nestls expertise in the field and food and nutritional sciences, they can aim to develop an additional product line with a range of milk products cater for the management of elderly health, besides, the development of brain healthy fortified food is for the benefit of the aging population in Singapore. In the longer run, Nestl can as well introduce a range of new food products such as elderly snacks, healthy food and drinks and healthier culinary products with a different positioning and target the different segments of the silver market.Question 2 (18 marks)In this section, I bequeath move on to discuss how Nestl before long makes use of the marketing mix concepts of pricing, advancement and distribution channels to reach its key target market for Nestl adult milk products in specific. Their adult milk products are targeted at health-conscious adult consumers who desire to retain heart and bone health. Price is the one element of the marketing mix that produces revenue enhancement and communicates to the market the companys intended value positioning of its product or brand. Nestls consumers range from the poorest to the wealthiest, and those seeking for convenience food or specific alternatives with sensed consumer benefits. These offer opportunities for them to provide high quality nourishing products. (Nestle Management Report, 2007). Nestl has adoptive value pricing with winning loyal customers by charging a fairly low monetary value for a high-quality offering. For instance, Nestl targets the lower income group through their Popularly Positioned Products (PPP) system, which focuses on creating items that are both highly nutritious and inexpensive on a daily basis for low-income consumers. Value pricing involves re-engineering their companys trading operations to receive a low-cost producer.Nestl set strategic price points for their products, considering the fact that those with lower incomes have an even greater need for highly nutritious foods. (Nestle Management Report, 2007). Nestl had developed product lines rather than single products and introduce price steps, known as their multi-price point strategy, aimed at capturing all market opportunities. In this way, their targeted consumers are able to trade up and down without trading out of Nestls products. An illustration of their multi-price point strategy for a packet of 900g of adult milk within the product line is estimated as followNestl besides stimulate bargain for of their milk products through various promotional pricing. For instance, the Nestl milk powder promotion at FairPrice offers a redemption of $10 NTUC FairPrice largess vouchers when customer accumulate $100 worth of Nestl milk powders purchase. The promotion encourages purchase of Nestl milk products within a specified time. Nestl besides establish peculiar(prenominal) prices in certain pillowcases to fuck off more c ustomers.Nestl had an unmatched geographic presence in many markets, including emerging markets. Nestl has created very close relationships between their brands and their consumers as well as an in-depth understanding of their consumers and an expertise in related trends. This has also enabled Nestl to develop topical anesthetic management teams, build local manufacturing and RD and establish local supply-chain initiatives including long-term relationships with suppliers. Internationally, Nestls milk product is available in more than 100 countries throughout the World. (Nestle Management Report, 2007)Nestl used intensive distribution strategy by placing their milk products in as many outlets as possible, versed that their targeted consumer requires a great deal of location convenience. Intensive distribution increases product availability. In Singapore, we can find Nestls milk product in popular outlets like convenience stores, pharmacies, and all leading supermarkets. These plac es are placed within 10 minutes walking distance from consumers berths.Marketing communications is the intend by which firms attempt to inform, persuade, and remind consumers about the products and brands that they sell and Nestl enhance consumer communication with nutritional messaging. The marketing communications mix consists of six study modes of communication advertising gross sales promotion events and experiences public relations and promotional material direct marketing and personal selling. Advertising can be used to build up a long-term image for a product or trigger quick sales. Nestl employed the used of various media and methods to sanction their milk products. Just recently, they pelfed an integrated print/radio ad for Nestl Nesvita Omega plus Acticol milk, advertising it as Singapores 1st and only milk with make up sterols which are shown to lower blood cholesterol. Consumers have been hearing on the radios and visual perception in the papers about the benefi t of having a lower cholesterol levels associated with consuming Nesvita Omega plus Acticol milk daily.Nestl also drew direction to their products by arranging special events. Nestl held a health exhibition Nestl Presents Health and You 2010 which caters for the young and old. They had activities which appealed to all in the family at the event, including free cholesterol and bone density checks by Nestl Nesvita Omega plus Acticol for the health conscious and health seminars and talks by health professionals, nutritionists and doctors. In addition, Nestl had a strategic fusion with Singapore Heart Foundation (SHF) known as Love Your Heart. The federation allows Nestl to stop the SHF logo on the Nestl Omega Plus range, endorsing it as the preferred adult milk alternative as it has the added benefit of heart health as well as calcium for bone health. Nestl also promotes heart health through the media, such as the Cholesterol altercate in which the public are invited to lower thei r bad cholesterol. By bonny part of a special and more personally relevant split second in consumers lives, Nestls involvement with events broadened and deepened the relationship with their target market.Question 3 (28 marks)The brand name for our new product is Nestl MindFit Silver, a fortified milk powder offering benefits as follow maintain the cognitive function of elderly by slowing down and stabilizing age-related brain diminution and provide specific nutritional food value for a balanced diet. Our target segment of the silver market for the Nestl MindFit Silver is elderly who desire to retain memory, brain health and have a balanced diet. This segment can be described demographically by age (50-55 and older). Nestl strategy is ground on a positioning of product differentiation.Product is the first and well-nigh important element of the marketing mix. Packaging is a major styling limb that provides the vendees first encounter with the product and is capable of either tu rning the buyer on or off (Kotler et al, 2009). Packaging is defined as all the activities of designing and producing the container for a product. We volition introduce elegant gold and silver-trim publicity container as we wanted a sophisticated-looking package that reflects the quality of Nestl MindFit Silver. A good promotional material helps to identify our brand and convey descriptive and persuasive randomness to our target consumers. Functionally, structural design is crucial. We make out that resealability, freshness and easy-to-open and close packaging are of huge importance to the elderly consumers, and has incorporated these packaging innovations in our new product. The label on our package testament carry our brand name, logo and the Nestl nutritional compass that provides our consumers with tips and nutritional facts that guide them towards advised choices about their diet. We will also have a envisage of a sharp-looking senior ambassador in his 50s on the product label this makes it easier for the elderly to distinguish our product from other brands on the shelves.Pricing decisions must be consistent with the firms marketing strategy, target markets, and brand positioning. The Nestl MindFit Silver will be introduced at $18 estimated retail price per 400g tin and we will use several pricing techniques to stimulate purchases. In the first 6 months of product launch, we will offer a cash rebates of $4 to draw more first-time customers. We expect to come up with more variations of the Nestl MindFit Silver, such as cereals, excerption of more flavorings and priced them differently to meet the needs of more consumers. We will also establish special prices in conjunction with HPBs dementia campaign to draw more customers.Marketing channels are sets of interdependent organizations involved in the process of making a product available for use or consumption. Our channel strategy is to use selective distribution, marketing Nestl MindFit Silver throug h Hospital pharmacies, selected Unity Pharmacies, Guardian and Watsons stores, selected NTUC Fairprice, and selected Cold Storage outlets. By doing so, we can gain adequate market coverage with more control and little cost than intensive distribution. As we are targeting the elderly consumers, we implemented home delivery as an additional point of access. This is because we understand that some elderly has difficulty going out to buy groceries due to health problems. Since the sensation of nutrition service for cognitive health is our objective, other channels of distribution could include local broadcast media or public forums at companionship centre. Place should take into account the convenience of the product to the consumer and where the consumer can retain it most readily. In support of channel partners, we will provide full-color posters displaying the picture and key benefits of Nestl MindFit Silver. Our training staff will work with retail sales personnel to explain the benefit of the product. Finally, we plan to arrange special defrayment terms for retailers that place volume orders with us.Marketers need to creatively employ quaternary forms of communications to effectively reach and influence target markets. The marketing communications mix consists of six major modes of communication advertising sales promotion events and experiences public relations and publicity direct marketing and personal selling. We will make use of advertising sales promotion events and experiences public relations and publicity to market Nestl MindFit Silver to the targeted segment of the silver market.We will start an integrated television, print and radio ads targeting the elderly. TV advertising is an effective means of vividly demonstrating our product attributes and persuasively explaining their corresponding benefits to the elderly. Our TV ad will show a smart looking elderly man sharing with his friends about the benefits of Nestl MindFit Silver, and how the m ilk product help him to stay sharp and alert. This is a creative way to reinforce the message that Nestl MindFit Silver help maintain the cognitive functions in elderly. Out print ads on newspaper and magazines can provide much more product details and can also effectively communicate user and usage imagery. Our radio ad will add a tag line promoting the Nestl MindFit Silver as a brain healthy food for the aged parents.As the multimedia advertising efforts continues, we will also distribute new point-of-purchase displays to support our retailers and increase the number of spontaneous buying decision. We will add consumer sales promotions such as distributing samples to elderly at the store and we will organize contest offering prizes such as cash and holiday trips as a result of purchasing our products within the specified time period.We will also go into in the 50plus Expo, a consumer fair for the elderly organized by the Council for trey Age. The expo is targeted for those aged 50 and above and is devoted to shopping, performances, talks, demonstrations and more. We will tame consumers on the benefits of drinking Nestl MindFit Silver as a daily healthy beverage and at the same time, generate channel support for our product launch.Nestl has been actively involved in sponsorships of a variety of causes. A sponsored event must meet the marketing objectives and communication strategy, and the audience delivered by the event must match the target market of our product. Nestl will sponsor the Health Promotion Board (HPB)s Dementia Awareness Campaign. To raise awareness of dementia, HPB has air on Channel 8 and Suria a short film on dementia that is being directed by local director, Royston sunburn. Other activities in conjunction with the campaign include informative talks held at Tan Tock Seng Hospital, shopping centre, hotels, and public library. Nestl can strategically identify itself at the events using banners and signs advertising Nestl MindFit Silver as the top brain food choice for active seniors. Nestl will also provide free product samples at the events to generate buying crowds.Social network such as Facebook has become an important force in marketing. A key aspect of well-disposed networks is word of mouth. Consumers talk about dozens of brands each day and Facebook offer exposure and the targeted market are more likely to spread the brand message. IT classes have opened up a whole new world for the elderly who learn how to surf internet and use Facebook and these elderly are becoming more internet savvy and Facebook is a popular friendly network among them. To reach our targeted market, we will set up a Facebook foliate for Nestl MindFit Silver, and will post updates on our latest promotions, contests, events and generate thread discussion. Our aim is that more elderly can be linked to our Facebook page, to learn more about our products, and share their feedback on our product.We believed that an integrated marketing comm unications (IMC) can produce stronger message consistency and greater sales impacts as it forces management to think about every way the customers comes in contact with our product. IMC should advance our companys ability to reach the right customers with the right messages at the right time and in the right place. (Kotler et al, 2009).

Negative Effects Of Fertilisers On Our Environment

Negative Effects Of plant foods On Our EnvironmentThe scope of this circulate is to examine the shun do of fertilizers on our environs. It pull up s call fors primarily center on on the Nitrogen Fertilisers, in that location make and solutions to combat those set up. Synthetic N plant foods ar angiotensin-converting enzymeness of the biggest ca engagement for eutrophcation. When excess fertiliser runs off to the water, it nates ca ingestions algal blooms, slant kills etc. Excessive northward in the crapulence water besides has prejudicial tack togethers on humans. The take and practical operation subprogram is one of the contributing factos to the Greenho r eruptine Gas emissions (GHG) as intumesce. The composition touches on the unseasoned(a)(prenominal) deuce primary segments in fertilisers, phosphate and potassium, however, we forget non go into detail hash outions.Fertiliser run-offs, mostly normality, is a head of great concern in Queensland where the run offs from adjacent sugar reproof and cattle farms argon polluting the water in the Great Barrier Reef. It is a great threat to the eco scheme of the Reef and mea positive(predicate)s take ons to be considered to slash this befoulment and exuberantly ways to rehabilitate and conserve the eco corpse of the Reef.Resultantly, in this state we discuss how an c wholly off policy privy help reduce these negative effects of N fertiliser. We look into ways of promoting innate fertilisers and aquaculturals with the help of the scrub, besides keeping in mind that the internalisation of the external make up should be one of the major profound policy liberates. We look into financial discounts and financial economic aid that whitethorn be unattached to farmers opting to use bloodamental fertilisers and switch to hydroponics. get going of the move revenue should be earmarked for these conceptions. We consider regulations that should be introduced to complim ent and puff the effects of the itch. The N-Replacement is a program where the blur is tested and the application of N is confined to only the amount that is required. In the fullness of time, all farmers should flummox to participate in such programs.Lastly, we examine the benefits and negative effects of the proposed strickle on the manufacturers, farmers and consumers. We leave also look at any administrative and compliance issues that may a compound with the introduction of the new happen upon. The role of the proposed inscribe in helping us worthy our commitments under the Kyoto Protocol is also examined.IntroductionThis report is about the effects that fertilizers adopt on our environment. small-arm the use of synthetic fertilizers has ensured an enormous boom in the agricultural sector, it has had its negative effects on the environment as well. The effects atomic number 18 at once related to issues comparable world-wide warming and glasshouse gas emissions, and practically more. The terce major elements of synthetic fertiliser be nitrogen, phosphate and potassium. The remedy that fertilisers induce on the environment can be divided into three broad categories natural resources (water, estate and air), wildlife and ecosystem and human health. Nitrogen fertilisers baffle the worsened effect on the environment with phosphate fol minoring closely. This report go out primarily focus on Nitrogen (N) fertilisers. It is beyond the scope of this report to discuss all the elements in fertilisers and discuss their effects. This is because variant elements confound unlike environmental effects and to a varying stratum. They all have different use in the land sedulousness as well. However, once the expunge model for the N nitrogen is established, a corresponding model can be used to impose mint on all the early(a) fertilisers.Nitrogen FertilisersWhen applied to the to soil to nourish kitchen-gardening land, treat, a deepen of nitrogen, can wash off the agriculture fields by substance of rain or irrigation and can leach into the step up or free- dwelling house water. Ground water is one of the sources of drinking water and excess nitrate in the drinking water can electric potentially cause cancer, respiratory distress in humans.In surface water, extra nitrogen may cause eutrophication, process of nutrient over enrichment. This is the primary cause of depletion in the oxygen level in coastal water. Coastal waters that hold an inflow from polluted rivers be the most unnatural. Eutrophcation is one of the biggest causes for coastal fish kill it is also responsible for the harmful algal blooms and imbalance in the coastal ecosystems.In Australia, the Great Barrier Reef is highly affected by diffuse pollutants. Most of it comes from nitrogen fertilizers used in cropping and browse lands in relatively small argonas of the adjacent catchments. According to a look conducted by the CSIRO on the Great Barr ier Reef, experts found that Export of nitrogen and phosphorus is high and increased hillslope erosion rates have leaveed in increased nutrient and sediment loads reaching and influencing inner ledge reef and benthic ecosystems. These pollutants atomic number 18 generated from diffuse sources and evidence from other geographical locations suggests that by the time their widespread effects argon identified, the reef systems volition be irreversibly damaged.Lastly, some of the nitrogen from the soil and water enters the melodic phrase as nitric oxide and the green house gas nitrous oxide. This has a wide range of negative consequences, starting from acid rain to acute shifts in dominant species and ecosystem function in forests and grassland ecosystems.Phosphate FertilisersPhosphate is respectable behind nitrogen when it comes to negative effects to the environment. Fluoride has been and is the worse environmental financial obligation that the phosphate fertiliser industry ha s deteriorateed on to the environment. Despite new sophisticated air pollution control technology which is resulting in less(prenominal) and less fluoride escaping into the atmosphere, the impact of fluoride emissions is still cosmos felt. Amongst other things, the fluoride in the air has the potential to cause a number of disorders in livestock, The actual take process of phosphate is also harmful to the environment and humans personifyly.Potassium FertiliserPotassium have not directly been related to any environmental pollution, even though it does have minor affect such as magnesium deficiency in crops and soil in the case of excessive applicationAs can be seen, the use of chemical fertilisers is very(prenominal) harmful to the environment. In attempting to protect the Great Barrier Reef, the State giving medication and the Commonwealth has initiated programs like the Reef Plan, the N Replacement project. However, these government initiatives have been criticised by a many environmental agencies such as the existence Wlidlife Fund (WWF) as being slow to achieve any concrete results. Government initiatives can only be effective when on that point is a drive from the widely distributed population to support those initiatives. The use of fertilisers in terra firma is essential to farmers as their profitability dep extirpates on the revert of the crops, which is predominantly the result of fertilisers. It is an essential resource to the farmers. In such a situation, the introduction of scrape up on synthetic nitrogen fertilizer and other chemicals used to maximise crop yield, can be one of the tools to discourage the use of such fertilisers and at the same time move on and the use of more environment fri fetch uply, non-chemical fertilisers and other farming alternatives. regularization of the Fertiliser industry using excise shine task can be used as one of the tools for the government to influence the agriculture industry and influence the le vel of pauperism for synthetic nitrogen fertilizer. By imposing excise, we create an artificial worth differential between the synthetic nitrogen fertilisers and its organic counterpart. This has the effect of farmers being more mindful about over application of the N fertiliser and using it sparingly.In case of bl deceaseed fertilisers, where all three elements are present, the nitrogen component leave behind be excisable. This is turn lead press the toil of fertiliser that have a low synthetic N fertiliser capacity..Apart from trying to campaign exp hold backing of low nitrogen content fertilizers, excise can also promote high(prenominal) consumption of organic fertilisers. This can be done similar to the fuel excise system in Australia, where excise is enforce on both organic and synthetic fertilizers, however, a full rebate may be available to the users of the organic fertilisers, making the effective rate of excise for organic fertiliser zero.In the fullness of time, w hen all fertilisers are included in the excise system, i.e. nitrogen, phosphate and potassium, differential excise rates may be introduced, where they all have different excise rate depend on the degree of severity of effects each of them on the environment. The idea is that, if an all purpose fertiliser is high in nitrogen than it leave behind have a higher worth tag (nitrogen is the most harmful element of the three) as opposed to an alternative blend that is high in potassium the higher the content of the most harmful chemical (N), the higher the price of the end product.There is an alternative to introducing fertilisers to the excise system. The government can promote and take active steps to make the agricultural industry consider hydroponic controlled environment agriculture. The principle advantage of hydroponics compared to tradition farming is the closing off of crops from the soil. As there is no soil involved there is no chance of drainage or problems associated with le eching of nitrogen to the ground or surface water. The fertilisers that are not used up by the plants are caught and reused.Excise rates and underlying reasonsIn setting the excise rate, we motivating to be mindful of the underlying policy objectives. The objectives areFor the agriculture industry to use fertilisers that are less harmful to the environment.To the use of alternative organic fertilisersTo promote hydroponics, an alternative system of farming.Internalise the external cost that the fertiliser industry imposes on the environmentThe external cost should be the main element that we should try to interiorize via the introduction of the excise valuate revenue. Charging consumers or producers for external cost, which should clear them to reduce their activities to the socially optimal level, is know as the Pigouvian prescription. This rule states that streamlined consumption or mathematical product can be achieved through the measure system by imposing an excise on th e activity equal to the marginal cost of the damage caused to other people. In trying to internalise the external cost of fertilizer pollution, many governments around the world are considering some traffic pattern of environment assess. In China, a study was undertaken on the external cost and optimum use of nitrogen fertiliser on the paddy field system of the Dongting Lake are. The research showed that the nitrogen fertiliser application in the region well exceeded the required levels. Such that, an environmental levy was suggested on the excess use of nitrogen fertiliser.In Australia, there is not much information available on the external cost of the agriculture industry. However, figures from other country gives us an idea of the external cost imposed by the industry. A US study estimates the externalised costs of agricultural production (in natural resources, wildlife, biodiversity and human health) to be between $5.7 and $16.9 billion annually is a broad estimate, it is no t Australian- specialised, nor restricted specifically to agriculture, but it does highlight the need to understand the environmental impacts of agriculture better in the Australian context.In Europe, the estimated external cost of nitrogen fertiliser is about 0.3 /kg N, stance in mind that the market price is of the fertiliser is about 0.5 /kg N. This effectively means, that if the whole amount was internalised whence the price of N fertilisers would rise by about 60%. For the purpose of this report we leave behind use the European figures as, mentioned earlier, there is not much Australian specific entropy available on the external cost of fertilisers. Now 60% excise on N fertiliser may seem like a staggering figure, however, when this excise is placed is conjunction with other regulation and policies the bring in effective excise will drop considerably. These issues will be discussed in the abutting section.Specific vs Ad valorem rateThe next issue in the rate setting proc ess is to determine if this rate is going to be specific or ad valorem. The choice between the options depends on the underlying policy, i.e. to raise revenue, discourage consumption, improvement of quality etc. Ad valorem tax revenue creates a price differential between similar excisable good base on quality where the high-quality products are dearer than the low-quality products. This is a good tax appliance if revenue maximisation is the underlying policy objective. However, if the main focus is to reduce harmful levels of consumption of any product, then specific tax is more appropriate. Specific or volumetric taxation is based upon the number of units sold, irrespective of their value and recognises that the potential for harm fall equally upon consumers or the elaborateness irrespective of the price of the item.Coming tooshie to the topic in hand, specific tax is the appropriate rate to use as we are very interested on the internalising the external cost of N fertiliser on the basis of $/kg N. If the tax is imposed on the value or the cost of production of the fertilisers, it will not properly reflect the negative effects that the application of N fertiliser has on our environment.Taxation vs RegulationIt is argued that taxation by itself will not always achieve the desire or complete results. Tax can influence the consumption shape of consumers to a certain extent but regulations are needed to back up the tax. High taxes on tobacco and drink reduce add up and commonly also excessive consumption. But a tobacco tax cannot deal in a cost effective way with the effects of passive smoking (inflexible) bans on smoking in public places are necessary to deal with this externality. Similarly, the alcohol excise is an inadequate instrument to constrain people from getting behind the wheel of their car subsequently they have had a drink. Drink-driving breath tests are better targeted to deal with this situation..Regulations can be in many forms, it ca n be requirements imposed on the end users, i.e., farmers or it can be regulations on the fertiliser manufacturers. In Germany, farmers are required to calculate and report annual nutrient balances in the soil in order to demonstrate that they have not over or under applied fertilisers. Imposing regulations on the manufacturers may not be of much use apart from quality control. The regulations should focus on the farmers instead, with knowledge based approaches to soil testing, promoting good agricultural practice and optimal use of nitrogen. This approach is in line with the new nitrogen management method acting N Replacement and in time this along with any other similar programs should be do mandatory. Apart from being environmentally dear it is also beneficial to farmers as under this method they will need to purchase and fall in only the amount of soil that is required by the soil, resulting in cost savings for the farmers.Another method of regulation, could be the issue of tradeable permits. However, under this system the costs associated is rather uncertain, compared to the excise system. A system of tradable permits guarantees the envisaged quantitative reducing in pollution but at an uncertain cost, while an environmental duty has an uncertain impact on the total of emissions but fixes the marginal cost of emission controls for polluters.Price elasticity and exciseFertilisers are a vital part of the agricultural industry. There is a very strong connection between application of fertilisers and crop yield and profitability. Therefore, it will not be wrong to conclude that the demand for fertilisers at bottom the agricultural industry is inelastic. Having said that a 60% excise on N fertiliser is going to affect the farmers the most. Because of the elasticity of demand, the economic incidence of the tax will fall on the farmers, where the fertiliser manufacturers will be able to pass on most of the tax burden to the farmers in form of higher price s. Therefore, it is important to come up with relief policies for the farmers as well, bearing in mind that we are also trying to promote the use of organic fertilisers and hydroponics method of productions at a vast scale. This will be discussed in more expand in the next section.Exemptions/exception for the excise system and whyThere should be exceptions, where the tax incidence for the farmers should be nil. Exemptions should be available to farmers in the form of a rebate. As one of the policy issue is to promote the use of organic fertilisers. Farmers should be entitle to a full or overtone rebate depending on if the fertilisers are solely organic or substantially organic. perfect fertilisers are largely derived from plan plants or animals. Substantially organic fertilisers are product where some synthetic fertilisers have been added to boost the nutrient content of the fertiliser.A rebate should also be available for farmers who pre dominantly practices or are in the proce ss of adopting hydroponics method of production. There are two reasons behind this exemption. First of all, the nitrogen used in hydroponics has no effect on the environment. The plants are grown in a controlled environment, usually in a greenhouse, therefore, there are no emissions, run offs or leeching. This effectively means there are no external costs associated with the application of nitrogen fertilizer under this system. Secondly, the biggest drawback of converting to hydroponics from the traditional method of agriculture is the high capital set up costs associated. Since we are trying to encourage more and more farmers to consider hydroponics, it only makes experience to provide some sort of relief to them in the form of current rebate to compensate for the high set up costs.Lastly, a partial rebate should also be available to farmers who are participating in recommended programs such as the N- Replacement program. The N-Replacement program has the potential of reducing ni trogen inputs by almost one third. The government can only have this rebate available till the program is fully tested and made mandatory. Till then farmers should be rewarded for voluntary participation in the program. tyrannical and negative effects from this new excisePositive effects depress demand for synthetic N fertiliser The introduction of the excise on the nitrogen fertiliser will lower the demand for it. As discussed earlier, because of the low price elasticity of demand, the fertiliser manufacturers will be able to pass on most of the tax burden to the farmers in the form of higher price. Higher prices will mean that farmers will now be more mindful when it comes to the application of the fertiliser. More and more farmers will be hale to practice good farming methods, only applying the amount that is required in order to present on cost of fertilisers.Less emission, leaching as a result As farmers starts to pay more attention to the wastage level and apply the optim al amount of nitrogen required to replenish the soil, there is less leeching and emission.Influx of excise revenue One of the unavoidable effects of imposing excise duty is the inflow of revenue. The revenue that comes in from this special(a) excise should be hypothecated. It should be used to finance projects that will aid in cutting down the use of N fertiliser application. somewhat of the pecuniary resource should also be earmarked for providing assistance to farmers switching to hydroponics.Helps the government to meet other policy issue As the application rate of the N fertilisers reduce, it helps the government meet other environmental related policies, such as Australias commitment under the Kyoto Protocol. This will be discussed in more details in the next setion.Negative effectsHigher cost of production for the farmers, which may be passed on consumers As discussed earlier, the imposition of excise will mean that the farmer will pay a higher price to purchase the fert ilisers. Even if optimal applications of N fertiliser methods are implemented, there would still be an increase in the cost of production for the farmers. This in turn would mean that the increased cost of production for the farmers will be passed on to the final consumers in form of higher prices for fresh fruit, veggie etc.Loss of revenue for the fertiliser manufacturers There will a significant loss of revenue for the fertilizer manufacturers, as they are the one who are actually liable for the excise payable. They will pass on the bulk of the tax to the agriculture industry, however, they will still loose out of a significant amount of profit.How will this new excise act with Australias commitment under the Kyoto Protocol to a lower place the Kyoto Protocol, Australia is committed to reduce its greenhouse emissions to 108 percent of the level we were in 1990. This target has to be achieved by 2012 (2008 -2012 is known as the first commitment period). According to a report on climate change, in 2008 the emissions for the agriculture sector are projected to be 77 Mt CO2 of emission over the Kyoto period. This is a 4% decrease on the 1990 level. Most of the decrease is, however, attributable to the drought. Therefore, introduction of this new excise will ensure that there is a significant reduction in greenhouse gas emissions.Apart from gas emission after the application of the N fertiliser, it also emits greenhouse gas during the production process. The production of fertilisers demands much energy and generates considerable greenhouse gas (GHG) emissions. Kongshaug (1998) estimates that fertiliserproduction consumes approximately 1.2% of the worlds energy and is responsible forapproximately 1.2% of the total GHG emissions. Therefore, when demand falls as a result of the new excise and regulations, the supply will eventually fall as well, with reduced production of synthetic N fertiliser. This, a ready, will result in reduced level of GHG emissions.Impact of the new excise onConsumers The excise will mean that the price of end products that are heavily dependant on the N fertiliser will increase. When excise is imposed on a commodity, even though the effective incidence lies with the producers, the ultimate tax burden falls on the end users of the finished product by means of higher price. Therefore, we need to be mindful of that while imposing the excise.Business The excise will not affect businesses much. Businesses or in this case, the retail shops are just diaphragm men. Any part of the tax that they do pay in form of higher wholesale prices, they simply pass it on to the consumers.Government revenues At first glance, it can be said that government revenue will also increase with this proposed excise. However, if we are to put the revenue aside, hypothecate the funds for the sole purpose of funding programs and assisting farmers in adopting more sustainable methods of farming, then in essence it will not be wrong to produc e that the government revenue stays the same. There is not extra gain as such from the revenue perspective to the government. Revenue generated from these policies could have an vector sum on the effect of these policies, depending on how it is used. If revenues from a tax are added to the general treasury store then the wellbeing of those affected by the tax is negatively affected as modelled, but if the funds are ring-fenced for a relevant purpose such as assisting the fertilizer industry or farmers, then the welfare of those actors is not diminished by as much. political science costs There should not be any extra cost related to the administration of the new excise. Currently the Australian Taxation mapping is responsible for the administration of all excisable and excise equivalent goods. The ATO is already well equipped to deal with excise tax. Moreover, under the self assessment political science where businesses calculate there own excise liabilities, the incremental chan ge on administration cost should be minimal. The taxing point should be dictated as the fertilisers are leaving the factory for delivery to wholesalers and/ or the internal market. This will further ensure ease of administration of the excise tax. shape activities The compliance activities on behalf of the businesses should be fairly straightforward as well. Under the self assessment system, businesses keep records and fill out their own excise return. Another section maybe introduced to the excise return, where farmers are eligible for a rebate. However, it should all be part of the prevailing excise return system that we currently have.RecommendationAfter examining the effects of synthetic fertilisers on our environment, curiously the N fertiliser, it is recommended that the excise tax of 60% at a specific rate should be imposed. It is true that the imposition of the tax may have a large impact on the fertiliser manufacturers and farmers. However, that is the initial impact. on with the excise, we should also provide rebates for the farmers, who act in accordance with out other policy objective. Farmers who look at alternative organic fertilisers should be entitled to a rebate as negative effects from organic fertilisers are minimal compared to its synthetic counterpart. Further rebates should be available to farmers switching to hydroponics, as the nitrogen content in the nutrient solution has no effect on the environment. Lastly, assistance should be available to farmers who make voluntary participation in good farming practices i.e. take part in practices like the N-Replacement program.Along with these financial laws, we should also implement some non financial regulations, which will ensure a superior result. Here, the goal is not make sure that the farmers are not applying excessive amount of synthetic N fertilisers to the soil and at the same time moving towards organic fertiliser. The tax will bring about that inclination in the farmers, they wil l want to apply the optimal amount of synthetic nitrogen in order to save cost on fertilisers and also look into cheaper alternatives which are more environmentally friendly. However, in the fullness of time, we need to introduce regulations, specially the one similar to Germany where the farmers needs to annually record and report the nutrient content of their farming land to the authorities. In the long run we should also make a N- Replacement plan mandatory, after it has been fully tested by CSIRO. We should also ear mark, some of the revenue from this new excise to help fund the programs and any similar programs.The new proposed excise policy combined with the proposed regulations is a little step towards Australia meet its commitment under the Kyoto Protocol. It is true the tax might hurt manufacturers, farmers and consumers, financially. However, we need to ensure that the external costs caused by the production and application of the fertiliser are being met, so that it refle cts on the price. It is the responsible thing to do, to pay the price for the harm that the industry is create the environment. It is a trade off we have to make to ensure a better world for the next generation. In order to stop global warming, bring balance back to our ecosystem, protect the Great Barrier Reef, it is a small price to pay.

The Role Of Electronic Communication Today

The Role Of Electronic Communication TodayIntroductionCommunication shirks a very important role in our daily lives. When we interact with others we design different gist of interaction. Communication has advanced from simple speech and spelunk paintings to the World Wide Web and many suits of touch screen technology. With the juvenile creation of electronic communication, we finally could gabble to each other at any place around the earthly concern in real date instantaneously. A nonher wonderful advantage it gives to us is the ability to use our clip more to efficiently. However, electronic communication has drawbacks as come up. For example makes it easier for bad stack to make their deed more organized and efficient.History of CommunicationWe nurture advanced signifi bottom of the inningtly in our ability to communication. The counterbalance forms of communication our ancestors had were hollow painting and face to face meeting. A form of writing was invented in 350 0 B.C., which helped keep track of information, historical notwithstandingts, and tell about the citys laws. Our alphabetical garner (a, b, c, ect.) were invented in Ancient Egypt around 2000 B.C. The main problem for our ancestors was long surpass communication.Mail. Our ancestors utilise a unhorse system for a long term, a system we still use today. They used it so they didnt urinate to blend every time which is very costly, immensely time consuming, and dangerous. Mail is beauteous simple you just write a letter, and give it to a piazza office closest to you to send. The post office used horses and ships to deliver the mail to the destination. Ships were the fastest types of delivery, precisely they used horses for areas without sea. A heavy example of a local mail system is the cribbage Express that was used by the 13 colonies to deliver mail and recents in the mid 1700s. The Pony Express was a delivery service of mailmen that travel by horse. The cosmos also use d ships to send information faster than by land, further it took take months to get to their destination.Telegraph. The wire was the initiative device that let us use electronic communication. Samuel Morse invented the cable in 1837, but the first commercial telegraph was invented in 1844 in the U.S.A. It was like a fax machine except there was no keyboard, it sent dotted messages, and it was wired. However, it was the first to attain immediate replies. Soon businesses realized that the telegraph could in reality mitigate their business, but it was really expensive for two reasons. The first reason was that it was bountiful and new, the second reason was that it needed a draw poker of wiring crosswise the country that costs a fortune. What really helped the spread and popularity of the telegraph was the American Civil War. Since the North needed better advantages over the South, they needed the telegraph to send fast orders to the troops fighting in the west, on the border, or in the North. After the war more people got familiar with the telegraph and the wiring in the North was already there. In 1866, they even successfully made a cable from the U.S. to Europe that made fast electronic communication from North America to Europe realizable. iPh unrivaled. Now, about 150 long time later, we have keen ways to communicate like the tele recollect, electric cell phone and the Internet with a laptop. Technology is continuously advancing. A recent onward motion in electronic communication is the iPhone. The iPhone is a smart phone that is a touch screen and has the ability to access information on the Internet. convey to this phone we can save time and energy. The iPhone has a lot of atrocious new features like the thousands or even tens of thousands of wonderful apps that are all free or cost $10 or less. It also has an excellent GPS system that even tells how much traffic each road has. The iPhone is a technological breakthrough. I once had an iPho ne for one month, and out of all the cell phones I had, the iPhone was by far my favorite.Positive make and AspectsWell start with the positive aspects and effects. Now we use electronic communication for reasons includingCommunicationSaves time and energyA reminderGamingCommunication. First, it really improves are means of communicating to each other. First, communication gives us the ability to stay in touch anywhere at anytime. Also, it is more reliable and faster to canalize important documents or news by mail or retentivity stick. Last, you could have immediate replies no matter where you are.Saves Time and Energy. First, the iPhone could give us direction in an unfamiliar area. Second it is easier to find and correct mistakes messages give thanks to ready reckoners spell checks. It also increases the process of learning. A great example is how you taught me how to type correctly and faster when we are in two different states. They even have a really helpful touch screen computer ordering system, however it is in a couple restaurants. I went to one of these restaurants it was very good. You have the possibility to look at all the selection on the menu, put topping, and order it anytime you wanted. It even has games on it you can solve while you wait. The iPhone even makes the polices job easier. In the news, I heard this daft report that someones iPhone was stolen and with a portable tracking system, the police found the thieves. Thats not the only case, there is another case when some thieves were stealing from a car, and the phone in his pocket accidentally calls 911, and thanks to that the police caught them. darling Reminder. Phone, email, and other types of electronic communication have special calendars and/or alarms that could remind you aboutAppointmentsMeetingFamily mattersSpecial occasionGaming. Games have always have been fun. Over the years gaming has advanced to a whole new level. In the 1990s they have made gaming systems that you can play storyline against computer. Now in the 21st century, you can play games against and talk to people around the world. For example, I have met a nice Canadian that lives in the second largest French-speaking town in the world, Montral. I have never met him face to face, but I have k without delayn him for well over a year and a half.Negative Aspects or EffectsOf course if there are positive effects, there are detrimental effects from this technologic advancementYour reputation is more vulnerableOver trustingnessHelps criminals alsoProblems with touch screensIt increases the efficiency to Ruin any Reputation. Since the Internet is so vast, it is harder to keep information secret. A great example is how a instructor got fired for posting to her friends on Facebook that she hated her job and that her students parents were spoiled. If you make a mistake and send it, there are no ways you can stop it and it is easier for people to find your mistakes. A common example is a vendi ng email, and you or someone else accidentally press send, and its immediately in the persons computer, since emails have search commands, so they could find that email a lot faster.You May Become Reliant on Technology. Reliance is not that free of a deal, but it could cause long-term problems. For example, a friend of tap has a portable GPS system and he uses it when he drives. A termination of that is he doesnt even remember his friends addresses because he keeps using the GPS. Im a good example as well. When I was a little kid, I used to need to remember poem, but with the addition of phone contacts in cell phones, I dont need to remember a single number. Now I dont know any of my friends numbers, only the numbers I remember are the ones I remembered when I was little kidMy parents cell phone numbersOur home numberMy parents office number911My dad has the same credence as me, for most of his life, he remembered every number of his family and friends, but now all he remembers is their names in his contact list.It Could Help the Criminals as Well. The Internet is so helpful that it is even makes it easier for people to commit crimes. A great example is how terrorist use the Internet to find people to merge their cause and it is a lot easier to send their messages without getting caught. It is also a lot easier to steal someones ideas and/report you just need to do troika thingsSearchCopyPasteThe Internet also made it possible for hackers to exist. Hackers go into any account steal the money, identity information, ect, and use it to win themselves or frame others they dont like. It even helps people publish top-secret files. A great example is how Wiki Leaks published thousands of top-secret files about Afghanistan for the whole world to see, including terrorists.Touch screen problems. A touch screen is usually helpful, but there are problems with it. First, you need to clean the screen pretty frequently because when you touch it, it leaves fingerprin ts, which could block your sight or make it harder for the touch commands to work. Second, it is a lot more fragile, because glass is weaker than metal. Last if you scratch it, you need to either change the screen or just always look at the scratch.ConclusionAll in all electronic communication is a great human achievement. We have gone a great way in our new breakthrough the iPhone. Although the advancement electronics has many drawbacks, it benefits have really helped our ancestors and us get to a new, better age. Now there are many types of advanced electronic communication that wed of never expected.

Analysis of Cyrano de Bergerac as a Romantic Work Essay examples -- Cy

Analysis of Cyrano de Bergerac as a quixotic meet Appeal to feelings, individual(a)ism, and intellectual achievement were troika important elements of Romanticism. This essay entrust explore the degree to which Cyrano de Bergerac exemplifies these elements of Romanticism. First and firstly is the appeal to emotions. All of the opposite facets of amatoryism can be tie in to the ruttish appeal in Cyrano de Bergerac. Because strong ablaze appeal is mayhap the most important regularity used by the author to render identity with the proofreader, especi all in ally in quixotic works, the actions which elicit the emotional receipts must, then, surface a great screw about the character. The characters motives and philosophies can be contumacious through his actions. Because Cyrano de Bergerac was written in the romantic style, certain intellectual and emotional principles exist throughout the play, which ordain now be observed in depth. The overall feeling which one (a) procures after reading Cyrano de Bergerac is a flesh of nostalgic sadness. Because the first fractional of the play is very up-beat, very intoxicate in style, the rather aristocratical ending is that practically more bitter. As the play opens, there is much merrymaking and festivity in formulation for the play. The sheer happiness of all of the colorful characters is transferred to the reader almost instantly. The imagination is portrayed very hale as being light and bubbly, an overall good feeling. The next major(ip) shift comes when Cyrano enters and, after riding himself of Montfleury, puts on the spectacle wherein he demonstrates not nevertheless his impeccable verbal dexterity, but besides his fencing abilities - and both at the same time. This whole scene causes a strong reaction from the audience, and in turn, the re... ...ls of the romantic revolution, the nobility of spirit and identicalness must be preserved, and intellect, whether you had it or not, was phonation of this, because part of being individual was coming up with almost of your own ideas, possessing uniqueness of thought. Once again, this evokes a certain emotional response from the person who interprets this pseudo intellectualism, and the feeling the reader has about it is an integral part in the establishment of an identity with the characters. In conclusion, it has been shown that the primary vehicle for the verbalism of an authors ideas and concepts about a character is the emotional response which is depicted by the characters actions. In romantic works, because of the importance that emotion played in the romantic revolution, the appeal to emotions is the distinct and definitive factor of a good romantic play. Analysis of Cyrano de Bergerac as a Romantic Work Essay examples -- Cy Analysis of Cyrano de Bergerac as a Romantic Work Appeal to emotions, individualism, and intellectual achievement were three important elements of Romanticism. This e ssay will explore the degree to which Cyrano de Bergerac exemplifies these elements of Romanticism. First and foremost is the appeal to emotions. All of the other facets of romanticism can be related to the emotional appeal in Cyrano de Bergerac. Because strong emotional appeal is perhaps the most important method used by the author to create identity with the reader, especially in romantic works, the actions which elicit the emotional responses must, then, show a great deal about the character. The characters motives and philosophies can be determined through his actions. Because Cyrano de Bergerac was written in the romantic style, certain intellectual and emotional principles exist throughout the play, which will now be observed in depth. The overall feeling which one procures after reading Cyrano de Bergerac is a kind of nostalgic sadness. Because the first half of the play is very up-beat, very elated in style, the rather grim ending is that much more bitter. As the play open s, there is much merrymaking and festivity in preparation for the play. The sheer happiness of all of the colorful characters is transferred to the reader almost instantly. The mood is portrayed very well as being light and bubbly, an overall good feeling. The next major shift comes when Cyrano enters and, after riding himself of Montfleury, puts on the spectacle wherein he demonstrates not only his impeccable verbal dexterity, but also his fencing abilities - and both at the same time. This whole scene causes a strong reaction from the audience, and in turn, the re... ...ls of the romantic revolution, the nobility of spirit and individuality must be preserved, and intellect, whether you had it or not, was part of this, because part of being individual was coming up with some of your own ideas, possessing uniqueness of thought. Once again, this evokes a certain emotional response from the person who interprets this pseudo intellectualism, and the feeling the reader has about it is an integral part in the establishment of an identity with the characters. In conclusion, it has been shown that the primary vehicle for the expression of an authors ideas and concepts about a character is the emotional response which is depicted by the characters actions. In romantic works, because of the importance that emotion played in the romantic revolution, the appeal to emotions is the distinct and definitive factor of a good romantic play.

Bluest Eye :: Essays Papers

Bluest Eye Pecola, an eleven-year-old black girl, is the protagonist of The Bluest Eye. Her family brisks in scratch poverty in Lorain, Ohio. By 1941, her p arents marriage had turned savage and violent. Cholly, her father, is an torrent and Pauline, her mother, prefers to retreat into the fantasy world of the movie theater. Surrounded by a culture that equates sweetie with whiteness, Pecola receives convinced that she is ugly because she has African features and disconsolate skin. She prays to divinity fudge every day for blue eyes, thinking that her family would suddenly become static and loving if she were beautiful. The Bluest Eye, Toni Morrisons first novel, examines racism, sexuality, and growing up in a hostile world. The novel focuses on three young girls Pecola Breedlove and Claudia and Frieda McTeer. Claudia serves as the vote counter of the book and summarizes the plot Pecola was raped by her father, became pregnant with a peasant that died, and went ins ane. Cholly Breedlove is Pecolas alcoholic father that spends time in jail, kit and caboodle on a chain gang, and kills three white men before get together Pauline in Kentucky. Pauline Breedlove is Pecolas mother. A lonely woman, she is otiose to smell the pressures of the world she often retreats to the fantasy world of the Movie Theater. She firm subscribes to the picture that Caucasian features are the standard of beauty. Furthermore Pecolas parents, Cholly and Pauline, send their girl to live with the McTeers because their own home has been destroyed in a release Cholly started. Claudia and Frieda MacTeer are two poor young black girls from Lorain, Ohio. Claudia narrates parts of The Bluest Eye. life sentence is life-threatening for the sisters, but their stern yet loving parents protects them. After Cholly fire passel his familys house, Pecola comes to stay with the MacTeers. Frieda and Claudia quickly befriend her. Claudia resists the white ideal of beau ty that entrances Pecola. The two sisters are loyal to Pecola, defending her against the taunts of their classmates and truly pitying her aft(prenominal)wards the rape. They savor to save Pecolas baby by planting the marigold seeds they had been selling to invite a new bicycle, but the flowers never bloom and Pecolas baby dies after creation born prematurely.Bluest Eye Essays PapersBluest Eye Pecola, an eleven-year-old black girl, is the protagonist of The Bluest Eye. Her family lives in grinding poverty in Lorain, Ohio. By 1941, her parents marriage had turned bitter and violent. Cholly, her father, is an alcoholic and Pauline, her mother, prefers to retreat into the fantasy world of the movie theater. Surrounded by a culture that equates beauty with whiteness, Pecola becomes convinced that she is ugly because she has African features and dark skin. She prays to God every day for blue eyes, thinking that her family would suddenly become stable and loving if she were beautiful. The Bluest Eye, Toni Morrisons first novel, examines racism, sexuality, and growing up in a hostile world. The novel focuses on three young girls Pecola Breedlove and Claudia and Frieda McTeer. Claudia serves as the narrator of the book and summarizes the plot Pecola was raped by her father, became pregnant with a child that died, and went insane. Cholly Breedlove is Pecolas alcoholic father that spends time in jail, works on a chain gang, and kills three white men before meeting Pauline in Kentucky. Pauline Breedlove is Pecolas mother. A lonely woman, she is unable to face the pressures of the world she often retreats to the fantasy world of the Movie Theater. She firmly subscribes to the notion that Caucasian features are the standard of beauty. Furthermore Pecolas parents, Cholly and Pauline, send their daughter to live with the McTeers because their own home has been destroyed in a fire Cholly started. Claudia and Frieda MacTeer are two poor young black girl s from Lorain, Ohio. Claudia narrates parts of The Bluest Eye. Life is hard for the sisters, but their stern yet loving parents protects them. After Cholly burns down his familys house, Pecola comes to stay with the MacTeers. Frieda and Claudia quickly befriend her. Claudia resists the white ideal of beauty that entrances Pecola. The two sisters are loyal to Pecola, defending her against the taunts of their classmates and truly pitying her after the rape. They try to save Pecolas baby by planting the marigold seeds they had been selling to earn a new bicycle, but the flowers never bloom and Pecolas baby dies after being born prematurely.

Cult Films and the 1950s :: essays research papers

1950sOver past nine weeks weve embarked on a journey spanning 7 decades of religious cult films and also received a brief education of our not so distant past. Weve seen the outrageous, the good, the bad and the ugly, the spiritually dramatic, and the just plain weird of the last seven decades of cult films and how in the end somehow flummox away to incorporate a piece of American culture at the time. However, by far the most intriguing decade to me would have to be the nineteen mid-fifties. There atomic number 18 many another(prenominal) reasons why I could theorize the fifties ranging from great sports moments to political milestones, which gave way to our society now. The nineteen fifties were a time when segregation was ending, people were daring to explore their sexuality, the racetrack to venture in to space, the Korean state of war, the birth of the New York Yankee Legacy, and Elvis. However, for my purposes in this paper and in relation to the cult film genre, there are three specific reasons why I chose the era of the fifties. The most central reason would be the taboos of the decade, namely the taboo and paranoia of communism and the Cold War with the then Soviet Union. Second, there were many excellent cult films to arise out of the period addressing the taboos of the time, two of which I would like to share. Third, the fifties brought us possibly "the worst director of all time" and "the ultimate cult director" Ed Wood, Jr. It is for these reasons that the 1950s are, to quote Prof. Allan Havis, "the quintes displaceial decade of films." debut the nineteen fifties the United States was getting past the bitter memories of human being War II only to a brand new threat, Communism. The venerate or taboo of communism was every where. Television programs and newspapers ran features on the newest giving medication official, entertainer, and even next door neighbors suspected of communism. Led by Senator conjuring tric k McCarthy citizens left and right stood trial for being a communist or aiding Russians in the "Cold War". Knowing that anyone who stood against McCarthy would be subject persecution themselves many Americans began to fall in to a mass hysteria accusing neighbors and friends of livelihood the communist threat and being spies for Russia. Many innocent people were sent to prison based purely on speculation. Also showing the increase fear of communism were the writers of movies and books, the two top forms of leisure during the decade.

Shakespeares Macbeth and Hamlet as Tragic Heroes Essay -- Macbeth ess

Macbeth and critical point as Tragic Heroes William Shakespeare has written many literary works - from his sonnets to his plays, each has its own individual distinctions. One popular characteristic that comes from his plays is the tragical hired gun. The audience can always relate to the tragic hero and the many trials he faces. Macbeth and crossroads are just two of Shakespeares plays that touch the tragic hero. Through their nobility, tragic flaws, and self-respect Macbeth and Hamlet prove to be tragic heroes. Macbeths nobility begins with the title, thane of Glamis (1.3.74). After the original thane of Cawdor (1.3.110) dies, Macbeth gains this title as tumefy. erstwhile the witches reveal the prophecy that Macbeth would be king, Macbeth murders the king and takes the throne for himself. This reaches the height of Macbeths nobility. In the beginning of the play, Macbeth is thought of as a worthy thane(2.3.43.), however, this shifts to nothing more(prenominal) than a he ll hound(5.8.4.) in the end. Much like Macbeth, Hamlet is very powerful and has a high status in the country. Hamlet is the Prince of Denmark and was named most immediate to the throne (1.2.109) by Claudius. Lord Hamlet(1.5.112.) is well respected by the people of Denmark. Claudius takes this into account and does not immediately bolt down Hamlet when he finds out he knows the truth about his fathers death. like to Macbeth, Hamlet starts out in a more appalling coif than he ends up. Once Hamlet begins to act crazy, others start to believe his noble mind is here oerthrown (3.1.153.). The idea that both Hamlet and Macbeth begin with a high position and fall to their defeat leads to the development of the theme power corrupts, an important theme in... ...s honor by exchanging forgiveness with him. In turn, the dignity of Shakespeares tragic heroes is reestablished in the end, however, this does not change their fate. The characteristics of Macbeth and Hamlet lead them to frame tragic heroes. The specific detail of these characteristics make Shakespeares tragic heroes well delimit in each of his plays. By the time of their deaths, both Macbeth and Hamlet dupe realized their fate and accepted the consequences like a true tragic hero. Works Cited and Consulted Elliot, G.R. Introduction On Macbeth as Apex of Shakspearean Tragedy in Shakespearean Criticism, Volume 3. Edited by Laurie Harris Gale 1984 Shakespeare, William. Macbeth. Edited by Norman Sanders. Cambridge Cambridge University Press, 1994 Shakespeare, William. Hamlet. Ed. Sylvan Barnet. New York Signet Classic, 1998.

Essay --

wide awake Distributed tuition System Fundamentals and Architecture of Mobile Distributed schooling System Q1. What is a brisk distributed knowledge system? Answer. In todays mobile society, access to relevant information and to context-specific dishs anytime, anywhere is become increasingly important. This is the environment for our research, development and consulting activities in selected current topics of Mobile Distributed Information Systems. Mobile users are often particularly interested in information about and services in their immediate vicinity, thus Mobile Distributed Information Systems must address location-dependent distribution of and access to services and information from mobile devices. The users topological and geographical location becomes relevant for the semantics of communication, and such communication has to remain unseamed even in foreign environments, with little or no require for manual reconfiguration. Frequently, in addition to his location , the users current situation determines his information and service requirements. With mobile devices becoming more and more powerful, mobile users themselves may tenderize information and services to peers in an improvised manner. As a result, the long-established billet between clients and servers is blurred, which calls for an extension of the architecture prototype towards peer and/or vary roles. (Reference from http//www.wkap.nl/prod/b/0-7923-9697-9) Recent years go through witnessed a speedy proliferation of mobile information devices. Cellular phones have become not provided a basic means of communication for many people, but have also developed from simple telephones suitable only for voice communication theory into computing devices capable of t... .../Preference Profiles (CC/PP) profile can be use to provide a description of mobile device. Different MSS are in different heterogeneous network and these MSS need to cooperate and communicate with each other for exch anging data. A standard interface is needed between MSS. coffee bean technologies or a middleware like CORBA can be used to settle the heterogeneous problems. (Reference from www.idi.ntnu.no/emner/dif8914/essays/hien-essay2001.pdf ) References http//www.wkap.nl/prod/b/0-7923-9697-9 www.autospaces.com/people/fsommers/mobile_transactions.pdf www.idi.ntnu.no/emner/dif8914/essays/hien-essay2001.pdf George Coulouris, Jean Dollimore, Tim Kindberg Distributed Systems Concepts and Design. M. Tamer Ozsu, Patrick Valduriez Principles of Distributed Database Systems prentice Hall 1999. George H. Forman, John Zahorjan The Challenges of Mobile Computing.

Holding On to Reality :: Albert Borgmann Philosophy Technology Essays

Holding On to RealityProfessor and philosopher Albert Borgmann proposes a respectful balance between current technology and the way it interacts with beau monde in his late(a) book, Holding on to Reality The Nature of randomness at the Turn of the Millennium. Like many technological theorists, Borgmann ponders, the deeper question of whether the recent and imminent flood of selective culture is good for anybody (4). In response to this uncertainty, the write devises a theory and ethics of information with the intention of rectifying societys often-troubling race with information and technology. Borgmanns theory divides information into three distinct parts based on the way they affect reality - natural information illuminates reality, cultural information transforms reality, and technological information displaces reality. To understand these categories, and how they highlight key developments in information technology, it is important to know what the author means when using the term information. In Borgmanns theory, information is ordered nearly the relationship between a person, a mansion, and a thing. A person uses his or her discussion - both infixed and acquired mental ability - to place a framework of context around a messenger or indicate, known as a sign, in order to understand the message, or thing, which is presented to them (38). To provide an illustration Imagine yourself on the shore of your local beach. As you be putting down your towel, you ceremonial occasion a trail of deep attach in the sand, stretching a great distance down the shoreline. Since you have been to the beach before, you know that these marks are footprints. You also know that if these were old footprints, the tide would have water-washed them away. After a moment of thought, you interpret this trail to mean that other(a) human beings are present farther along the beach. In this case, the sign (footprints) communicates to us the presence of a thing (humans). Since the recipient of the sign (you), has the intelligence from previous experience or education to know what footprints are and what happens to them, you are able to place the sign in its proper context, and understand the signal of footprints to mean the presence of human beings. If we could not formulate a relationship between the footprints in the previous example and the presence of human beings, the footprints would be just another piece of formless matter and energy. The meanings we construct bulge of the signs and messages that we receive are important because they help us to make comprehend of our environments, identities, and realities.