Identity and Linguistic Repression in Gloria Anzaldua's How to Tame a Research Paper

Identity and Linguistic Repression in Gloria Anzaldua's How to Tame a Wild Tongue - Research Paper Example For instance, issues about linguistic repression and cultural barriers face culturally diverse societies due to the existence and assertion of rights among people in the mainstream and minority cultures. Accordingly, this paper tackles the cultural and linguistic barriers faced by Chicano Spanish in the U.S. in the process of their interaction and integration in the mainstream American society. Further, this paper also studies the different linguistic variations among Chicano Spanish living in mainland U.S. and those living in near the American borders. In relation to Anzaldua’s article, this paper contends that the concept of â€Å"wild tongue† does not actually exist; instead, it is actually a misunderstanding between the mainstream and minority culture concerning their linguistic and cultural practices. Further, this research argues that idea of â€Å"wild tongue† arises out of the outward and seemingly unreasonable restrictions that the American society puts upon its Chicano Spanish immigrants. Relatively, Chicano/as become linguistically aggressive by using the Pachuco language, regardless of the existent linguistic restrictions, and this also brings out the idea of linguistic terrorism. At the end of this research, this paper hopes to identify the implications of linguistic repression on the identity formation of individuals, particularly on how they perceive other cultural denominations. In addressing those objectives, this paper provides the analysis of related literature, particularly scholarly journals and books about the Chicano culture and the Chicano Spanish language. Article Overview Anzaldua’s article highlights one of the most common challenges faced by immigrants in the U.S., particularly those who are non-native English speakers. In the article, Anzaldua defends the origins and authenticity of the Chicano Spanish language while maintaining her assertions concerning the linguistic restrictions in the U.S. as linguist ic terrorism against their language (36). In the article, Anzaldua explains that the Chicano Spanish language comes as a collective desire of the Chicanos/as to assert their cultural and linguistic individuality. For instance, she cites her personal experience on linguistic differences and cultural adaptation wherein she also asserts the repressive impact of such repressions on identity formation. Aside from this, the bottom-line of Anzaldua’s article is her argument about the â€Å"wild tongue† as an assertive response to the existent repressions in the U.S. Anzaldua points out such restrictions in the first few paragraphs of the article, particularly with her encounter with people in the American society. For instance, she cites her meeting with the dentist, who tried to control her tongue. Although the dentist intends to attend to Anzaldua’s teeth, one can say that she misunderstood the dentist’s statement as an outward restriction against her speaking her native language. In the succeeding paragraphs, Anzaldua points out the existing treatment of teachers, both English and Spanish, in teaching English to Chicanos. Specifically, this includes the training both inside and outside the school wherein children, at an early age, are taught to repress their own language and accent to effectively, and easily integrate themselves with the majority culture and language, which is English. Throughout

Management in the news Article Example | Topics and Well Written Essays - 250 words

Management in the news - Article Example Mr. Orr was brought in as an emergency manager to control the spending in the city. He was brought into the city after a successful search initiated by the State’s governor. His role was to develop appropriate plans to help address the financial emergency that was declared on Detroit city. He would also be responsible for negotiating labor contracts and sell city assets. On the contrary, some people on the council were against his appointment because he was not elected. 3. I agree with the governor’s move to higher an emergency manager because the city had failed in its mandate. In fact, the manager met the mayor to coordinate and help resolve the resolve the financial issues the city faced. There were also leaders who were optimistic that Orr’s success would mean that everyone succeeded. As a result, Orr resigned as a partner in the law firm he was working to serve as an emergency manager. 4. The outcome of the eventuality led to protests because of the implantation of the emergency laws on Detroit city. Their sentiments were that they did not play a significant role in electing emergency managers as other leaders in their city. It also meant that the manager would sell the city’s assets voluntarily without the people’s consent. Williams, Corey. Kevyn Orr, Detroit Emergency Manager, Extends Olive Branch To City Council. Huffpost Detroit, 25 March 2013. Web. 6 April 2014.

Effects of Viral Marketing

Effects of Viral Marketing Viral Marketing 1.1 Viral Marketing These years, the competitions among companies become more and more furious. Song (2004) pointed out that many companies in order to survive even to develop, they try to make good use any way that can help them to enlarge their market share and build a strong brand. The traditional Medias such as television, newspaper, radio and printed Ads were over used in the last decade. This view was supported by Mogg (2006) who believed that using these traditional ways to promote a product or service not longer can stimulate audiences’ passion and urge effectively. Because in some extent, audiences were get used to receive information of these ways, they need something new, need a new â€Å"flavor† of the information they receive (Sally, 2006). The era that customers rely on marketers’ suggestions or advertising to make a purchase decision was gone. Czinkota (2007) argued that only supply the information that you think customers would need is not working, not enough to persuade customers, and can not fulfill their needs and satisfy them. Customers already become smart enough; they do not like to be persuaded by marketers or advertisings in many situations. They prefer to be active in the buying process and use their own knowledge and standards to decide what they need, and what they happy to buy (Grewal, 2008). A strong brand can make customers have faith in a company and its products. This view seems acceptable for Fill (2005) who agreed that building close relationship with customers is vital; companies try their best to pursue the best marketing strategies with the purpose to be strong and profitable. Word of mouth is one of the effective ways for a company to promote its products (Anderson, 1999). Word-of-Mouth (WOM) was described as oral, person-to-person communication between a receiver and a communicator which the receiver perceives as a noncommercial message, regarding a brand, product or service (Haywood, 1989, pp53-66). It can help a company use less money to do the mass promotion. This view was supported by Buttle(1998), he believed that customers are easier to be persuaded through this way as they think it is a noncommercial way. They consider that they are on the active position to receive information and make a buying decision, not be persuaded to do that. With the evolution of technology, and the growth of the internet, the arena of many companies have move from realistic world to a new world—the internet (Castells, 1997). Word of mouth has upgrade through internet, and gets a new name â€Å"viral marketing† these years (Modzelewski, 2000). Base on Dicher’s (2001, pp47) research, â€Å"viral marketing is a strategy that companies use to stimulate their customer to pass on something about their products to their network of colleagues and friends†. For the company, viral marketing can help a company use a little budget to promote itself sharply, since the information you send out, customers would pass them on by themselves. In the customers’ side, viral marketing help customers feel better as they think that they make the purchase decision by themselves, and they get information from their friends who seem more reliable than marketers or advertisings. (Wangenheim, 2007, pp131-146) Base on the advantages of internet, using viral marketing relate to internet can make the promotion effect like a nuclear bomb. Internet can make the information deliver very fast, even exceed your expectation. Sudaraman and Rajagopalan(2003) found that since you use viral marketing to send out your information, it may reach every corner of world that has internet connections only need a few days. Internet seems something bring information deliver from the â€Å"Stone Age† to â€Å"21st century†, it acting like a pair of wings of information delivery, make information deliver reach to an incredible speed. Considering the effective of viral marketing strategy, this report decides to examine the effects of viral marketing that can make to a company. The author is very interested in the effects of viral marketing, as it is a trend for future business; it is so useful to company’s promotion and information delivery. To know clear about the viral marketing can help author to enrich his marketing knowledge, and will be very helpful in his future job or business, even can help readers of this report to know more about viral marketing. In order to make the research more reliable and get accurate analysis, this report would choose MySpace, an online company which seems to be success on using viral marketing strategy to assist the analysis. 1.2 MySpace Tom Anderson (born November 8, 1970) is the President of the social networking website, MySpace. He is one of the people identified as a founder of the site, along with CEO Chris DeWolfe (Boyd, 2006). At the beginning, it was a website with a small number of users, which used to make friends. Then they invite some famous people to join in, these famous people bring many fans in. since more and more bands build up their website on this station, MySpace becoming bigger and get huge number of users. It develop from a music wed station to a core of young people’s live in America, then explore all over the world(Diving into the Myspace Pool, 2006). It chooses to give users enough freedom to build what they like in this wed station, and this freedom and right make it explore so quickly. People can use their email address to sign up as the user of it. (Source from Dwyer, 2007) Every user can upload the things they like, such as video and sound clips, pictures and many other things. MySpace listen to their users and improve the wed station, like increase blogs, message board, discuss rooms, and online communications. Users can talk to their friends there, play games together, even use wed camera to meet each other when they talking.(source from Boyd, 2006) This wed station can make users feel so free in it; they can talk what they like with their friends here. So users invite their friends to join in MySpace (Diving into the MySpace Pool, 2006). In such a way, MySpace reach to a great success. Until 2006, MySpace only set up three years, but its development speed was faster than any wed station in history, it is a myth of the internet development history. It already beyond Yahoo and Google to be the biggest wed station in USA. It was set up with a very small cost, but in 2005, Rupert Murdoch, the CEO of The News Corporation Limited, use 580 million dollar to buy it. One year after it was purchased, it earn 900 million dollar from Google for advertising fee. (Source from Hempel and Lehman, 2005) It seems that MySpace really a success example to make good use of viral marketing strategy, that why this report choose UK MySpace as the case study to assist the research and analysis. 1.3 Research Objectives a. Examine the effects that viral marketing can make to a company, associate with case studyUK MySpace b. Access to customers attitude and reactions to viral marketing through primary and secondary data analysis c. Find out the effects of viral marketing for a company’s success at last. Chapter 2 Literature Review 2.1 The Background and Development of Viral Marketing Marketing is a social process which satisfies consumers needs. The term includes advertising, distribution and selling of a product or service. It is also concerned with anticipating the customers future needs and expectations, often through market research (Frenzen and Nakamoto, 1993). This view was supported by Eugene (1998) who believed that marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Pamela (2000) pointed out that traditional marketing is the marketing techniques that are used for many years, it mainly using mediums such as, television, newspaper, telephone and radio. Nowadays, there are many new technologies are used to replace the traditional mediums to do promotions: Internet, multimedia mobile phone, blogs and so on. These new mediums can help marketers to reach more customers and cut cost. This view was supported by Wegert (2004) who believed that the traditional mediums do not work effective as before, they make many audiences feel boring and many offers what they dislike. Customers want to see something new and soothing, really make them interesting and happy, so the new mediums may work effective and can catch their eyeballs (Anderson, 1998, pp104-141). These years, more and more people like to surfing on internet (Wangenheim, 2007). This situation leads to many marketers focus on internet to promote their products and services. Especially, young people prefer using internet to traditional mediums. For a company’s future development, holding the young people now can make them get a big market share in the future (Bayus, 1985). So to make good use of the internet to do promotion is vital for many companies, especially the company which rely on internet to do business. There are many advantages to use internet as an advertising medium: message can change quickly and easily; create own page cheaply; low cost; direct sales possible and so on (McWilliams, 2000). Base on its advantages, more and more companies choose to use internet to do advertisings. Several main online promotion techniques are recognized by marketing researchers, viral marketing will be the focus of this research as it can reach mass consumers in a short time with a low cost. 2.2 From WOM to Viral Marketing During the last decade, customer satisfaction and perceived service quality have been important topics in the marketing literature. This is due to the empirically verified belief that increases in satisfaction and quality will finally result in higher profitability (Wangenheim, 2007). Over the past 10 years however the focus of research on satisfaction and quality has slowly shifted from understanding how â€Å"service quality perceptions and satisfaction judgments† are formed to a more â€Å"outcome-oriented view† of assessing the returns on service quality and satisfaction based on a thorough understanding of the associated costs and benefits (Buttle, 1998, pp76-89). A strategy called â€Å"viral marketing† was used by many companies to pursue the profit. Before the â€Å"viral marketing† appears, a marketing strategy called â€Å"word of mouth† was used in that way. Haywood (1989) believed that Word-of-Mouth (WOM) refers to oral, person-to-person communication between a receiver and a communicator which the receiver perceives as a noncommercial message, regarding a brand, product or service. Even though WOM strategy can bring huge benefits to a company, the development of technology usage has upgraded the word of mouth strategy to a new one call â€Å"viral marketing† (Richins, 1999). These years, stationary Internet consumers’ communication environment has been changed and enriched. As a result WOM has gained new significance and WOM on the stationary Internet was termed â€Å"viral marketing†. This view was supported by Godes and Mayzlin (2004), that Viral or word-of-mouth marketing has become very popular because it has a new medium—the Internet. According to one venture capital firm, 76 percent of new business plans have the words viral marketing in them (File, Cermak and Prince, 2000). Using e-mail makes it incredibly easy to pass information on to a friend or colleague, especially if it involves something fun or free. With millions using the Internet all over the world, the potential for exponential growth is quite huge. 2.3 What is Viral Marketing Since the term viral marketing was introduced in 1997, many disagreements exist about its definition. Subramani and Rajagopalan (2003) view it as word-of-mouth advertising in which consumers tell other consumers about the product or service. Yang and Allenby (2003) argued that true viral marketing differs from word-of-mouth in that the value of the virus to the original consumer is directly related to the number of other users it attracts. Shirky (2000) suggests that, in generally, viral marketing would be word-of-mouth advertising to most people. More importantly, however, he adds that the concept describes viral marketing as a way of getting new customers by encouraging honest communication among consumers. The originator of each branch of the virus has a unique and vested interest in recruiting people to the network. (Modzelewski, 2000, p.30). According to Senecal and Acques (2004) suggestion, purchasing is part of a social process, it involves a one-to-one interaction between the company and the customer and many exchanges of information and influence among the people who surround the customers. They also suggest that many effective networks comprise hubs, clusters, and connections among clusters. In these networks, people will notice a constant flow of green sparks between certain nodes. Wilson (2000) said that viral marketing is sort of this explosion that you start with one customer and he/she will tell people and pass it on continuously. In Dichter’s (2001, p47) opinion, â€Å"viral marketing is the idea that you incite your customers or referral sources to pass on something about your business to their network of colleagues and friends†. There is a similar saying that viral marketing describes any strategy that encourages customers to pass on a marketing message to others, creating the potential for exponential growth in the messages exposure and influence (Hogon, Lemon and Libai, 2004). Nalor (2002) claimed that viral marketing is a marketing tactic relying on some aspects of the system to promote itself as initial targets pass the promotion on to others. Depend mostly on Hogon, Lemon and Libai’s perspectives, the current article views viral marketing as the process of encouraging honest communication among consumer networks, and it focuses on email as the main channel. One example of viral marketing is encouraging current and potential customers to tell others about a companys products and services, and then encouraging those others to tell even more consumers, make the information go forward continuously (Subramani and Rajagopalan, 2003 ). These strategies like viruses, can take advantage of rapid multiplication to explode the message to thousands even to millions customers in a short time. â€Å"The term viral marketing is also used to refer to stealth marketing campaigns—the use of varied kinds of astroturfing both online and offline to create the impression of spontaneous word of mouth enthusiasm†(Hennig-Thurau, Gwinner, Walsh and Gremler,2004, pp 95). Out of the internet, viral marketing has been described as â€Å"word of mouth†, â€Å"creating a buzz†, â€Å"leveraging the media†, â€Å"network marketing†. However, on the internet, whatever, it was called â€Å"viral marketing† (Helm, 2000, pp 57-71). Datta, Chowdhury and Chakraborty (2005) used the term as â€Å"network-enhanced word of mouth† to describe the then high innovative marketing strategy of the free email service Hotmail. For other words, such terms as propagation, aggregation or organic marketing are used. Successful viral marketing is characterized as â€Å"strategies that allow an easier, accelerated, and cost reduced transmission of messages by creating environments for a self-replicating, exponentially increasing diffusion, spiritualization, and impact of the message†. (Hogan, Lemon and Libai, 2001) 2.4. Forms and Categories of Viral Marketing 2.4.1 Forms There are many forms of viral marketing; these include images, jokes, reality TV show transcripts, digital video clips, e-cards, interactive microsites, advergames, and alternative reality games (Modzelewski, 2000). The list is continuously growing as the development of viral marketing. 2.4.2 Categories There are several ways to categorize viral marketing. First, difference between â€Å"intentional and unintentional message† delivery and used a â€Å"motivational classification†. Secondary, difference is between â€Å"service-based and incentive-based†. In the first situation, viral effect was decided by the quality of offer, another one means that company uses monetary incentive to stimulate customers so that they would pass on an advertiser’s message. Base on the differences between private and public recommendation, the categorization between â€Å"high (active) and low (passive) integration strategies are varying in the degree of requiring the consumer’s activity in passing on the ‘virus’ †. (Source from Goldenberg, Libai and Muller, 2001, pp 209-257) 2.5 Viral Marketing in B2B Beside the explanation of viral marketing base on B2C, many authors get another similar definition for it on B2B side. In B2B, viral marketing means the rapid spread of a message about a new product or service, in a similar way to the spread of a virus (Yang and Allenby, 2003). Viral marketing can be word of mouth; however, it is particularly common being use on the Internet, where messages can be spread easily and quickly to reach people all over the world. Products can become very famous in this way with very little advertising cost. Carrabis (2006) has proved that viral marketing rely on social networks in order to function. Linking is also an effective viral marketing tool, as is the provision of free products or services. The Hotmail free e-mail service, for example, grew quickly with little marketing investment (Tafe, 2007). In B2B area, viral marketing works well in the following circumstances: (a) when a product is genuinely new and different, and it is something that opinion leaders want to associate with;(b) when the benefits of the product are real; (c) when the product is relevant to a large number of people, and the benefits are easy to communicate (Bansal and Voyer, 2000, p26-63). 2.6 Why Viral Marketing These years, online social networks are increasingly being considered as an important source of information to affect the adoption and use of products and services (Mac, 2006). Viral marketing as the tactic of creating a process where interested people can market to each other, is therefore emerging as an important marketing strategy to spread-the-word and stimulate the trial, adoption, and use of products and services. (Herr, Kardes and Kim, 1999) What is new about viral marketing is not word of mouth, but the way people are spreading it (Hogan, Lemon and Libai, 2004). Web users have the ears and eyes of hundreds, even thousands of people. They are in contact with an International crowd they would never have met otherwise. Most significantly, they can reach people they do not really know. That is why several weeks after a people sent the first Hotmail message into India; thousands of Indian users had Hotmail accounts (Kuruvilla, 2007). It is believed that a satisfied customer tells an average of three people about a product or service he likes, and nine people about a product or service which he dislikes (Sudaraman, Mitra and Webster, 1999). Viral marketing is based on this natural human behavior to conduct its campaigns. Domingos (2006) believed that the purpose of marketers interested in making a successful viral marketing campaign is to identify customers who with high social networking potentials, and then created viral messages that can attract this segment of the customers and have a high likely to keep the message spreading. Viral marketing has received extensive attention from both academics and practitioners these years (Jurvetson, 2000). Base on the analysis before, many authors form their standpoints about the effect that viral marketing strategy can bring to a company. They argue with other authors’ opinions base on their own standpoints. 2.6.1 Positive Effects of Viral Marketing Viral marketing facilitates spreading commercial information and content within the desired target group (Hogan, Lemon and Libai, 2001)). Another advantage of it is that advertisers can expand the promotion reach significantly at a very low company expense (Baker, 2005). According a survey of Duhan, Johnson, Wilcox and Harrell (1997), 35% of the 3000 respondents said a friend’s recommendation would convince them to visit a website they do not know before. These results illustrated the huge potential of viral marketing for communication and distribution purposes. What is great about viral marketing is that it is low cost and works virtually by itself. Once you make an offer and provide the facility, for referrals, viral marketing spreads by itself very faster, just like a virus (Hogan, Lemon and Libai, 2004). Just like Tafe (2007) said that, Hotmail only cost 18 months to get 12 million users by using viral marketing that let users to referral users, it cost nothing to do Ads, only use free email account. Viral marketing has been studied both as an input into consumer decision-making, and as an outcome of the purchase process (Holmes and Lett, 1997). In the pre-purchase stage, as a risk reducing strategy, consumers seek product information by participating in the viral marketing process. Positive and negative messages are examples of exit behaviors exhibited by consumers at the conclusion of a service encounter ((Hogan, Lemon and Libai, 2004) or usage of a product (Naylor and Kleiser, 2000). Anderson (1998) pointed out that viral marketing could â€Å"influence consumers’ choices and purchase decisions, and shape consumers’ expectations, pre-usage attitudes, even post-usage perceptions of a product or service†. It is believed that the influence of viral marketing is much greater than that of classic advertising media (Gremler, Gwinner and Brown, 2001).BMW is a good example, it supply 5 video clips to watch and download for free, and then get over 11 million visitor in 4 months. The sales of BMW car are increase 12.5% in the next year (Hespos, 2002). It seems that video clips and internet can make viral marketing working effectively. Viral marketing has been referred to as product-related conversation, personal recommendations, informal communication, and interpersonal communication (Jacob, Barak and Muller, 2001). There are one big distinction between viral marketing activities and commercial mass communication. As viral marketing is a consumer-dominated channel of information, the communicator is thought to be independent of the marketer (Lau and NG, 2001). As a result, it is recognized by customers as a more reliable, credible, and trustworthy source of information. It provides information concerning product performance and the social and psychological consequences of a purchase decision (Naylor and Kleiser, 2000). For example, Myspace use viral marketing to make the users to referral itself and make a big success (Dwyer, 2007). Viral marketing can convert lower order cognition and affect to higher order cognition and affect, which in turn can lead to committed behaviors of receivers (Baker, 2005). The credibility of viral marketing, coupled with the probability that a receiver will be more highly involved in a viral marketing message than an advertisement, lends itself to the formation of such higher order beliefs and cognition. Through multiple dyads and retransmission, one message can reach and potentially influence many receivers (Henning-Thurau, Gwinner, Walsh and Gremler, 2004). Make good use of the customers’ internet social networks, like using free email referrals and internet chat rooms, the information can spread sharply (Domingos, 2006). The effectiveness of viral marketing can also be explained by the accessibility-diagnosticity model (Hogan, Lemon and Libai, 2004). Some findings suggest that vividly (face-to-face) presented information is more memorable to customers and is weighed more heavily in their judgments (Henning-Thurau, Gwinner, Walsh and Gremler, 2004).such as Myspace, it use the chat rooms that users can talk to each other, even face-to-face through PC camera, and then its information become more reliable and memorable for users (Boyd, 2006). Because of internet, information accessibility increases, it is high likely that this information is used by customers as an input for their judgments and choices also increases (Hogan, Lemon and Libai, 2004). 2.6.2 Negative Effects of Viral Marketing For all its advantages, viral marketing also has many unexpected pitfalls. Most important, companies have almost no control over the viral spread since it was send out, and therefore they can do little if the viral turns to against them and their products (Jurvetson, 2000). â€Å"The action most frequently reported by consumers who are dissatisfied with a purchase or who have rejected or discontinued using a product is telling friends about the experience and urging them to avoid it† (Weinberger and Lepkowska-White, 2000 ). Many researchers have suggested that negative information tends to cause many attention to and weighting of that information (Bristor, 1990). For example, Naylor and Kleiser (2000) found that negative messages destroy the image of a brand are more than twice as strongly as positive WOM promoted sales of that product. Negative message has also led to the failure of many companies’ promotion. Wilson (2000) argues that negative messages would be communicated to more people than positive messages. According to much previous evidence about the spread of marketing information, it is suggested that a negative message may travel farther than a positive message through retransmission. In previous research; the influencer was oft en considering to be an opinion leader. However, a dissatisfied customer who initiates negative message need not be an opinion leader, and yet his opinions can have adverse effects on the marketer (Richins, 1999). For example, Sony try to use Youtube to promote its Playstation consoles, it created an imaginary character called Peter and tried to make the character as a hip -hop shark. However, some clever users soon discovered the wile, and tell many others. Many people then angary with what SONY done, and refuse to buy the playstation consoles. In the end, Sony had to make a public apology to delighted and hold the customers. (Source from Kuruvilla, 2007) 2.6.3 Viral Marketing Effects in B2B For business-to-business companies, it makes sense to begin with a product or service offer that has real, free value to prospects. Examples: an e-mailed newsletter that can easily be forwarded to colleagues, or a product that comes with an incentive, such as gift certificates or coupons, sent via e-mail, which can be passed along to more than one person. Viral marketing can work effective for B2B providers, since the following is true. One very significant effort of viral marketing is to allow others to post articles that you have authored on their Web sites (Lau and NG, 2001). Another way to encourage visitors to spread the word about your product or service is to provide a link or button on each Web page that they can click on to forward your wed site (Goldenberg, Libai and Muller, 2001). While some people may use viral marketing only as buzzwords, there is another significance for B2B marketers. Companies can encourage satisfied customers and referral sources in a credible way and persuade them to spread the positive words for their products. Keep the reward combined with your business and appropriate for the size and type of referral. Ensure that your offer adds value or reward for the referrer and for those people that are referred to you, and then you will have a cost-effective marketing tool to grow your business (Herr, Kardes and Kim, 1999). 2.6.4 Factors Motivating Viral Marketing According to Chen, Iyer and Padmanabhan (2002), viral marketing involves two parties: the communicator and the receiver. Viral marketing will only start when the communicator is motivated to speak and the receiver is motivated to listen. Therefore, in order to understand how the process works, it is very important that understand the inherent motives. In the case of the receiver, motivation to listen may be affected by: (a) source reliability (Blodgett, Granbois and Walters, 1998); (b) interpersonal ties between the sender and receiver (Goldenberg, Libai and Muller, 2001); (c)product and purchasing situation characteristics such as high perceived risk (Bristor, 1990), newness, .and intangibility associated with services (Weinberger and Lepkowska-White, 2000); and (d) situational factors such as conditions where product information may be hard or impossible to get from the marketer, or where there is a shortage of time. In the case of the communicator, motivation to speak may be influenced by: (a) the personality of the communicator, for example, self-confidence (Bristor, 1990) and sociability (Richins, 1999); (b) the attitudes of the communicator, for example, a desire to help others (Lau and NG, 2001) and attitude towards complaining (Singh, 1990); (c) involvement with the product and with the purchase decision (Henning-Thurau, Gwinner, Walsh and Gremler, 2004); and (d) situational factors like â€Å"proximity of others during dissatisfaction† (Lau and NG, 2001). Viral marketing has quickly been recognized by many companies because of many successful examples: Marketers proved that a little budget they could motivate millions customers. They did so by encourage customer-to-customer communication to increase sales, brand awareness, and market share. Seth Godi uploads his ebook on the internet and the people can download for free and has the right to send to their friends. If they like, they can buy a print copy. Only three months, nearly one million people download the e-book. (Source from Tafe, 2007) Receivers getting a marketing message from familiar communicators participate more frequently in a campaign as initial contacts. Because the personal message which come from friends or people you know would be more credible than that coming directly from the self-interest advertiser (Goldenberg, Libai and Muller, 2001). Taking advantage of the inherent nature of internet as communication vehicles viral marketing enables consumers to share information and content within their social network easier and faster, there are without time and location limitation for internet communications (Naylor and Kleiser, 2000). Money incentive can works very effective when a viral marketing not clever and attractive enough for customers. Give referrers a reward can encourage fast spread of the marketing information. Those people who pass on your information can get something in return can encourage their passion to pass on the information. That something may be a gift or service related to your business or simply the knowledge that they have added value for others. 2.7 Measuring Success and Effective Many authors argue that what is a successful campaign? Can it based on the amount of number of people who positively interact with the campaign’s content or the sales created by the campaign? Although no a single measurement system has build up for viral marketing, measurement tools do exist, allow the markers use to tracking the process and effects of viral marketing. It is hard to know whether audiences care about the contents behind the campaigns, what ensure about the marketers maybe how many people see the campaign (Goldenberg, Libai and Muller, 2001). Shirky (2000) believed that viral marketing not always effective as it also have many disadvantages, and many situations would make it fail. The difference between a successful and unsuccessful viral marketing campaign is the campaign’s ability to connect with audiences and persuade them to pass on the message and ultimately the product or service (Kirby, 2006, p.92). Kirby (2006) recognizes that in order to increase the chances of a successful viral campaign many companies are starting to invest more into the planning and implementation of it. Freedma

Feminism Essay -- Rights Equality Gender Essays

Feminism Works Cited Missing   Ã‚  Ã‚  Ã‚  Ã‚  Feminism is the theory that men and women should be equal, politically, economically, and socially. There are many different types of feminism and each have a profound impact on someone’s view of society. The first is cultural feminism, which is the theory that there are fundamental personality differences between men and women, and that women’s differences are special. This theory supports the idea that there are biological differences between men and women and sexism can be overcome by embracing the â€Å"women’s way.† The second type is individualist or libertarian feminist. This feminism is based upon libertarian philosophies, with the focus on autonomy, rights, liberty, independence, and diversity. Next, there is the radical feminism; this theory began approximately during the 1967 – 1975. This ideology focuses on social change, and â€Å"attempts to draw lines between biologically – determined behavior and culturall y- determined behavior† in order to free both men and women as much as possible from their previous narrow gender roles. Finally, there is the Liberal Feminism, this theory focuses on the idea that all people are created equal and that education is the primary means to change discrimination. Groups in favor of this theory are the N.A.C. – the National Action Committee on the Status of Woman, an organization representing 500 feminist oriented women’s groups, and the N.O.W. – the National Organization of Women. Both of these organizations and Feminism as a whole are and have been influential on the national government.   Ã‚  Ã‚  Ã‚  Ã‚  Many political groups or ideologies attack feminist ideas. Zillah R. Einstein’s book, Feminism and Sexual Equality focuses on the importance of feminist theories and its attackers. The primary two political groups that have taken a stand against Feminism are â€Å"The New Right† and â€Å"Neoconservatives.† The New Right feels that the welfare state is undermining the â€Å"traditional patriarchal family.† The state has taken over certain family functions such as the health, welfare and education of its citizens. Jerry Falwell, supporter of the New Right and head of the Moral Majority, argues that â€Å"in order to revitalize the capitalist economy, and create a moral order, and strengthen America at home and abroad, policy makers must aim to reestablish the dominance of the traditional white patriarchal family... ...en. The women’s movement has been an important means to of empowerment to women. It is through organizing and joining women’s groups that many women have become aware of their oppression and have sought ways to gain control of their lives. Not only are women shunned from the workplace, but also many believe that they have no business in politics either.   Ã‚  Ã‚  Ã‚  Ã‚  In the book, The Women’s Movement, issues like women’s political participation and their membership to the workforce are discussed. Women have made critical improvements to their circumstances in life, be it there careers, political position, or even military involvement. Men primarily run the government that has authority over both males and females. Therefore it is necessary for the election of women into office to be the means of achiving the public policies that are consistent with the preferences of women (Gimlin, 1981). It is assumed that women office holders are better at representing women’s interests on a variety of issues, especially ones that directly affect women. Women are concerned with issues such as childcare, welfare, healthcare, and the care for the elderly. This is largely because women bear more of the

Preservation of the environment by Christians Essay

Over the years, there has been an emergence of a new discipline of study which touches the interaction of religion and ecology following the environmental crisis that has hit the globe. Theologians from all religious background have acknowledged that it is their wholesome responsibility to take care of nature as it is responsibility from God for make to obligatory care for the Earth (Max et al 2005). According to the bible, the entire creation which includes nature has been suffering for long. Out this bare fact, several theologies to restore certain elements of the Earth, human beings and ecological oriented approach of God have been introduced (David, Bart 104). This paper therefore explores the dimensions of religious concept and attitude on nature and the religious involvement in environmental crisis. All this will be based on Toulmin model of argument (see figure 1) showing how Christians use the systematic way of reasoning to argue their contribution to environmental conservation and restoration. Christians approaches to preserve the environment Christians believe that they owe to God a task to rule and preserve the environment and natural resources stewardly in line with the conservation ethics in consistence with the Toulmin model of argumentation, Christians have identified the major environmental issues that face the world today as rising from the environmental tension between human behavior that facilitate environmental degradation and the legitimate role of the civil government to preserve the environment (Rogers 205). Therefore, issues of the environment are being examined by Christians in consideration to the limits of the environment to stand certain human impact without being destroyed, the need of change in the behaviors of   human being that adversely degrade the environment and the role of the government   in environment   conservation (Larsson 2001). In strict terms, the evangelical position on matters to do with environmental preservation arises from the strong endorsement of individual responsibility as well as governmental actions in line with obligations towards God and the society. Following this argument, the church organizations came up with varied resolutions to help the environment be clean and safe for those living now and the future generation (Angela 2001).However, to preserve the environment, costs must be incurred hence it is a daunting task for this church organizations to solicit for funds to facilitate their contributions to the entire process of environmental conservation. The first action towards conserving the ecological system, Christians have resolved to disseminate information of environmental degradation to the masses of people beginning with their own members an extending the information outside their religious confines (Max et al 2005). The dissemination of this information is done through a variety of media, which includes; church organizations publishing newsletters about the need to preserve the environment, organize trip and incorporate the message of ecological degradation and mitigation measure or just practically get involved in local conservation. A religious campaign for forest conservation is a good example of this action oriented approach in the United States of America. It is a group of churches and denominations that are brought together by the common interest for conserving forests in a religious context (Garry 2003). It is logical enough that information is power. If people have information on the dangers of environmental degradation and what to do to help the situation, they would take appropriate steps to help correct the situation. Absolutely, this becomes a practical conservational action that is pegged on environmental education which follows the Toulmin model because it gives evidence on the deplorable state of the environment and reasons on the need to act though with speed (Peter 2005). In addition, Christian communities have placed emphasis cross cultural corperation that seeks to enhance individual involved in environmental issues guided by religious tenets. They basically aim at raising awareness on issues of agriculture and look at them from the biblical front. Agricultural Christian fellowship in the United Kingdom is a typical example of this action being taken by Christians to restore the environmental purity (Eugene et al 2007). Groups of environmentally minded people join the group and equip people with the knowledge to responsibly and with integrity in 5the scientific practices. They hold conferences as well as seminar and challenge people to live up to the faith of reflecting about nature and making their churches, models of sustaining God’s creation of which nature is part of (Garry 2003). Still on, Several churches in the United Kingdom are entering into partnerships with Royal Agricultural society of England and the Rank foundation in the US to ideally empower rural Christians in meeting their socio-economic needs in a wise way and also conserving the Africa’s ecosystems. Such approach is logical because there is the underlying proof for the need to preserve the environment and this as evidently in accordance to the Toulmin model of argument (Rogers 258). Eventually Christians achieve their objectives because after all is said and done, they would have promoted environmental stewardship through action sand knowledge which comes with the church- initiated academic programs and community education. Organizations on the fore front of this action approach are the California Interfaith power and light California in The United States (Larsson 2001). All these is about promoting energy conservation, renewable energy, energy efficiency and consequently ensuring good health and sufficient energy for all. Environmental protection is both a religious and scientific enterprise. Care must be taken when coming up with actions to help conserve the environment because, the civil societies have their own formulations that have political basis   on the conservation of the environment   and so, church organizations must be careful so as not t provoke the governmental standing orders (Angela 2001). In the United States, St Joan of Arc has desirable plans to help us connect our faith and spirituality with the sense of duty and justice to the Earth, its wholesome systems and it’s creations at large. Individual church ministries, college fellowship and the interested religious fraternity calls for the stewards to help God’s creations in the love of Jesus commanded us to love. This organization coordinates efforts of the church to promote understanding and responsibility in areas of socio-economic and environmental issues (Max 2oo5). In addition, several church organizations provides speakers to talk on environment in general and also materials largely on spirituality and ecology. In such programs changes in the climate as well environmental abuses are highlighted with emphasis on church members to uphold to selfless courage and moral authority to foster ecological protection. Conclusion It is evident that chritians today have embraced constructive approaches to help avert the many harms being done on the environment. It serves as a wake up call especially   the ecological problems if not addressed have far fetching effects that only man will feel adversely since he is the one endowed with the responsibility to take care of the universe and all that is in it. The goals of Christians in this mission are aimed at helping people around the world be it Christians or non-Christians to recognize their role in being  Ã‚   good stewardship God’s creation and still emphasizing on the globalization of alternative ways towards unity in diversity of faith and cultural orientation (Peter 2005).

Causes and Effects of Alcohol Abuse Essay

Alcoholism is the excessive and usually uncontrollable use of alcoholic drinks. There are many symptoms, complications, treatments and ways of prevention for alcoholism. Certain groups of people may be at a greater risk than others for several different reasons. There are numerous factors in why people may become addicted. Usually, a variety of factors contribute to the development of alcoholism. Social factors such as the influence of peers, family, society, the availability of alcohol, mental illness, stress, and not knowing how to cope with certain situations. It’s a common thing for an alcoholic to think drinking is the answer to all their problems, but in retrospect drinking is only adding to the multiple complications caused by being a compulsive drinker. Research has been done to explore the reason behind why people drink. However, â€Å"Exactly how alcohol affects the brain and the likelihood of reversing the impact of heavy drinking on the brain remain hot topics in alcohol research today. † (NIAAA) The effects of alcoholism have been divided into groups. There are physical effects, psychological effects and effects that contribute to many other health, safety, social and econimical problems. Some physical effects of excessively drinking alcohol can be extremely serious, or even fatal. One physical effect of alcoholism is causing cancer in the liver, kidney and stomach. Alcohol abuse is the leading factor to developing Cirrhosis of the liver. Alcohol related Cirrhosis usually develops after more then almost a decade of heavy drinking, but for some it may develop quicker; all depending on how your body reacts to alcohol. â€Å"In cirrhosis of the liver, scar tissue replaces normal, healthy tissue, blocking the flow of blood through the organ and preventing it from working as it should. Cirrhosis is the twelfth leading cause of death by disease, killing about 26,000 people each year. † Another physical effect of alcoholism is the altering of nutrients digestions which your body needs in order to remain healthy. Another physical damage that alcohol abuse brings is damaging of the neurons and thereby causing body movement alterations, depression and loss of appetite. Since drinking too much alcohol can raise some fats in the blood, that means it can also lead to high blood pressure, heart failure, and increased calorie intake which could lead to the development of diabetes. Liver diseases and illnesses aren’t the only complications of long term alcohol abuse. Alcohol abuse can also lead to birth defects. The most sever cases of birth defects are Fetal Alcohol Syndrome, and Alcohol-Related Neurodevelopment Disorder. Fetal Alcohol Syndrome is what can happen when a woman drinks an excessive amount of alcohol during the pregnancy. It’s been estimated that one in every seven hundred and fifty infants is born with a patterns of physical, developmental, and functional problems referring to Fetal Alcohol Syndrome. Some symptoms of Fetal Alcohol Syndrome may include premature birth weight, developmental delay, learning difficulties, and behavioral problems. Alcoholism also causes psychological effects as it changes your normal behavior and this is when you feel anxious and become depressed. Other psychological effects of alcoholism include violence, suicide, family and legal problems. Alcohol abuse can also cause economic effects. This is because getting an alcoholic drink is not cheap. If you drink several drinks on a daily basis you will definitely notice that you are spending a lot of money that can be used for other important stuff. An alarming amount of accidents, crimes and suicides, are the result of alcohol abuse by one or more family members. The latest death statistics released by the National Highway Traffic Safety Administration (NHTSA), In the United States, in 2010, more than 10,000 people died in alcohol-impaired driving crashes. That is equivalent to one every 51 minutes. Alcohol-impaired motor vehicle crashes cost more than an estimated $37 billion annually. These statistics are avoidable by not abusing alcohol or drinking in an environment that puts others at risk of becoming a statistic. Alcoholism is just as damaging to family members as it is to the alcoholic. Adult Children of Alcoholics often are in denial that their problems come from there parents or parent being an alcoholic. Many of them have severe problems with depression, aggression, or impulsive behavior. Most children of alcoholics make poor career choices and aren’t capable of being responsible parents, because they weren’t raised correctly themselves. Due to the large amount of money spent on alcohol and also possible joblessness the family may have to give up certain privileges that a non-alcoholic family wouldn’t. Being an alcoholic can totally disrupt family life and cause harmful effects that can last a lifetime. Thousands of alcoholics are helped to stop drinking every year. The chances of recovery are good if alcohol abuse or alcoholism is treated in its early or middle stages. Unfortunately, most alcoholics do not receive treatment therefore; over 90 percent of them will die as a result of their alcoholism. On the more positive side about 700,000 Americans receive alcoholism treatment on any given day. However, the techniques of alcoholism therapy only work if the patient is ready to seek help. One of the most traditional ways for an alcoholic to seek treatment is through the Alcoholic Anonymous 12 step program. Other then AA, there are many different programs available to help a person trying to seek recovery. Alcoholism is a disease that could consume ones life, but with support and treatment, many individuals are able to stop drinking and rebuild their lives. Work Cited Page â€Å"National Institute on Alcohol Abuse and Alcoholism†. 2007. NIAAA. July. 2007 Article Source: http://EzineArticles. com/? expert=Susan_B_Ward http://www. nhtsa. gov/Impaired.