Vanity Fair Essay Example for Free

Vanity Fair Essay Vanity Fair, an English novel written by William Makepeace Thackeray (United Kingdom: Punch Magazine, January 1847 July 1948), epitomizes the early 19th century of British society of the duplicity of social climbers, sabotages, avarices, lovelessness, pretentiousness, selfishness. It, at the same time, captures mix pack of emotion of people who have their origin and counterpart in society as a whole. Furthermore, it is a satirical expose of William’s masterpiece which exposes every chunk of the repulsive truth in the real society, not only in the 19th century, but also in our contemporary world. In the story Vanity Fair, it depicts a few decades time of a group of British people’s life in 19th century. The novel opens at Miss Pinkertons Academy, where we are introduced to Amelia Sedley and Rebecca Sharp (Becky), the novels female protagonists. Amelia and Becky are friends, but they are completely the opposites. Amelia is kind and innocent and comes from a loaded family. Becky, in contrary, is cunning, clever, and scheming and emerges from a deprived condition. The story continues when Becky spends her time at the Sedleys and ingratiates herself into the family and tries her best to entice Amelia’s brother, Joseph, an obese inept man. She practically succeeds her attempt, when George Osborne presents and foils this plan; he intends to marry Amelia and does not want a governess for a sister-in-law. Then, Becky works as governess at Queens Crawley, and marries Rawdon Crawley, second son of Sir Pitt Crawley. Consequently from this marriage, Rawdons rich aunt, Matilda, disinherits him. Meanwhile, Amelia pines over George, who disrespects and disregards her while he is in the military. Dobbin, Georges closest friend who is also surreptitiously in love with Amelia, begs him to treat her kindly. George eventually agrees to marry Amelia, but just as his father prophesied, the Sedleys come to business crisis. Georges father disowns him because of the marriage. Both couples endeavor to live arduously. Sadly, George dies in the battle field at Waterloo. Both Amelia and Becky deliver babies. Amelia sends Georgy, her son, to live with the Osbornes because of her dreadful situation. When Sir Pitt dies, young Mr. Crawley, Rawdon’s elder brother, inherits the estate and Aunt Matildas money. Becky again ingratiates herself with a man named Lord Steyne, who brings her out into high society. After Rawdon discovers that Becky neglects to get him out of prison, where he has landed himself for unpaid debts, he is finally convinced that money means everything to Becky, and he finally decides to leave to Coventry Island where he dies of yellow fever. At the end, Dobbin returns to England, and he finds Amelia. Dobbin stays to help Amelia care for her son. Mr. Osborne dies and leaves his money for Amelia and Georgy, and three of them set off to Europe, where they find Becky. Becky confesses to Amelia that she had been developing a relationship with George, and Amelia finally sees George for who he really was, and marries Dobbin. I was feeling excited and miserable simultaneously by the author’s writing that truly indicates about social discrimination, emphasizing on wealth and social rank/status, which immensely reflected the reality world. I learned that everything is all about the prominent reputation: â€Å"If Mr. Joseph is rich and unmarried, why shouldnt I marry him? I have only a few weeks, to be sure, but there’s no harm in trying(P. 3 L. 2) Becky wanted to climb up from where she was, the place she did not really think she belongs to, by seducing and alluring a rich guy. Although, she didn’t succeed at first place, when George ceased the marriage on the account of not wanting a governess for sister-in-law, still she perfectly managed to scheme her way up to the top of the heap without demonstrating and being cautious about morality; she used all her adeptly cunning and deceiving ability to obtain what she desired; social ranking and money. Moreover, the marriage of Amelia and George was undermined by Georges father. It infers that social status and wealth can determine everything, it even thoroughly eradicates your massive effort: In fact, unless Sedley’s can pay me ten thousand pounds now, there will be no marriage between you and Amelia Sedley. (P. 24 L26) I was really upset with this false values and practices of society, even though I know that there still exists in our real world. However, the author did not just portray one side of a thing, he also provided the mixture of evil and good in the story, just as in our recent real contemporary world. There were some good people such as Amelia, Lady Jane, William Dobbin and more. Due to the good-naturedness and generosity of Amelia, she was truly loved by the gentleman, Dobbin throughout the whole story. I have loved and watched you for fifteen years, (P. 110 L2) At the end of the story, I could see that they lived happily ever after, except for Becky who is so despicable that even her own son didnt consent to have her as a mother, and she deserved it. It opens up my eyes and makes me realize that you may encounter some horrendous time in life, but once and for all, you will be rewarded from what you have conceived. I also caught the book so very interesting of how the author has created the factual truth by implying the power of charm and beauty can sometimes be unpredictably venomous. According to the book: â€Å"In fact, he was convinced that Becky was in love with him, unable to resist such a handsome, charming fellow as himself† (Page 43 Line1) It obviously showed that Rebecca has successfully concocted trap to deceive George to fall for her and gained all the benefit to herself by pulling George to play porker with her adept husband. These are all done by the adeptly ingratiating and the undoubtedly talented nature of a person. After I read this story, I was once again alarmed to see that a person like Becky can be so meretricious she can take advantage over other people around her just to achieve her falsely audacious goal. To my perspective, I strongly admire her aptitude in manipulating and convincing other to be enthralled by her charming appearance in order to survive in the high society: â€Å"George thought Becky clever, amusing, stylish, and altogether delightful. (Page 32 Line15) However, I am extremely repulsed and disgusted by her achievements. From what men have observed and understood, they should be cautious with the woman like Becky, even though they usually fail in doing so and eventually get poisoned by the delicate little venomous snake. â€Å"What a slippery little snake that woman is! † (Page 42 Line14) As Khmer old saying say that women are full of tricks (not necessarily all are bad) and Rebecca is definitely one of those. Not to be harsh to women, but I am not saying that all women are not trust-worthy, yet for men, we ought to be aware of what women are capable of doing and not be too hasty to trust someone. As living in Vanity Fair, money, possessions and positions are being enormously valued more important than human beings. The setting could be applied in modern times, and it can still be true today. There are many people who are constantly trying to reach the top of the heap, selling themselves for popularity, money, or position, and some fighting over money/inheritance. However, people will eventually realize that those things will not remain immortal. Last but not least, the author wants to inform us that although we may live in vanity, the greatness of reputation and possession, it does not mean that we are slaves to its values, which in the final analysis turn into futility and emptiness. We should value more on the relationship, harmony and loyalty that are not easily attained. Vanity Fair is a long yet worthwhile reading. From my perspective, â€Å"Vanity Fair† is a classic and must-read novel that you would not want to miss reading it.

Herbert Marcuse: One Dimensional Man

Herbert Marcuse: One Dimensional Man This thinking paper will examine Brookfields interpretations of the above article, and endeavour to explain from the empirical writings of Herbert Marcuse, his thoughts on emancipating Ideological beliefs and encouraging Liberation. Marcuse beliefs highlighted further what he saw was a One Dimensional Society with only a One Dimensional Thought. Their way or the high way! This predisposes challenges in these social movements to combat oppression and thus encourage Liberation, in a genuine socialist society. Although Marcuses writings signify he was a fan of elements to Marxs Ideology, he also found Marx, in his day, was not a true libertarian who did not consider or connect himself with the individual. As a result, if Marxs theory was to continue to remain credible, Marcuse decided to act as a catalyst for the reassessing and re-examination of oppositional social movements in combating oppression and domination. His movement directed us through three pathways Rebellious subjectivity, liberating tolerance and Conceptual thought in Criticality, from the perspectives of reassessing Marxism and in the practices of Adult Education. Marcuse, found the concept of socialism, to be the most important issue, which precipitated and gave rise to his movement. He felt the concept of socialism had taken Marxs theory and developed it to become more focussed on the development of the productive forces Capitalisation and promotion of learning as a commodity, into another higher productive society which alienated and isolated individuals. Furthering his view, this could generate critical dispositions which he termed as rebellious subjectivity. To alleviate rebellious subjectivity, encouraging liberation of aesthetics from the demands of capitalism within classrooms, adult educators endeavour daily to create conducive learning environments Ultimately inspiring liberation in a genuine socialist society today! Concurring with Brookfields resonation to Marcuses idea of repressive tolerance, diversity in education could be construed as the dominant culture appearing to be more open to the learners voices, when in fact it is a refined way of reasserting its control over public discourse remoulding the junior and leaving certificates and with the introduction of CAS (common awards system) in 2010, into adult education. We can, as adults be resistant to change but we also recognise manipulation. Thus surmising as adult educators, in the field, we need to critically be very carefully in our classrooms too! In the practice of liberating tolerance, Marcuse identified to be inclusive, fair and equal to all running discussions, listening to the voice of the learner and developing curricula to accommodate different learning styles, was of paramount importance in critical adult education. However, is this really in existence and to what level of acceptance is it? Brookfield highlighted Marcuses disagreement for those who did possess radical opinions and rebellious perspectives and argued that such tolerance is repressive, not liberating. (Brookfield, 2002) Although concurring with the majority of the literature and Marcuses ideas, as an advocate of listening to the voice of the learners, with the freedom to express their viewpoints, are educators allowing this to selfishly improve their own practices? However, I too am dancing to the tune of somebody elses fiddle, by issuing a disciplinary for time keeping, attendance, disruptive behaviours. Could this not subtly be perceived as a contradi ction to my beliefs, reasserting control over public discourse too, and constricting freedom more and more? Unwittingly serving to reinforce an unfair status quo (Brookfield, 2002) concluding that dominant mainstream perspectives still overshadow the minority in practice! Lastly, Brookfield reviewed the writings of Newman and his view on conceptual thought in Criticality. Newman(1994) states that critical thinking is about laying blame and defining enemies, both are necessary precursors to informed social change. (Brookfield, 2002). It can be argued that to liberate learners, accountability and ownership are crucial to develop individual positive visions. Yes, criticality can be both positive and negative. Negative feedback in the classroom can motivate learners! Concurring with Marcuse, in order to truly feel great liberation, we need to get great refusal. We get knocked down, but we get back up again! Onwards, upwards and forwards Change and liberation does not happen without the forwards. However, in general, adults are not always receiving of constructive criticism, previous experiences can cloud judgements! Brookfield states that Marcuse is at odds with those adult educators who emphasize that the road of criticality begins with examining the sp ecific experiences of adult learners. (Brookfield, 2002). On the other hand, it can be argued that this view is crucial in criticality in order to enable the learners to self-correct. References Brookfield, S., 2002. Reassessing Subjectivity, Criticality, and Inclusivity: Marcuses Challenge to Adult Education. Adult Education Quarterly, 52(4), p. 274. Brookfield, S., 2002. Reassessing Subjectivity, Criticality, and Inclusivity: Marcuses Challenge to Adult Education. Adult Education Quarterly, 52(4), pp. 265-280. Brookfield, S., 2002. Reassessing Subjectivity, Criticality, and Inclusivity: Marcuses Challenge to Adult Education. Adult Education Quarterly, 52(4), p. 271. Brookfield, S. D., 2005. Critical Theory for Adult Learning and Teaching. Berkshire: Open University Press. Brookfield, S. D., 2005. Learning Liberation. In: Critical Theory for Adult Learning and Teaching. Berkshire: Open University Press, p. 182. Graham Cagney, A., 2016. Reading No. 10 Marcuse on Liberation, Waterford: s.n. Does Hip Hop Culture Influence Youth Gangs? Does Hip Hop Culture Influence Youth Gangs? Gang violence and the use of violent weapons have been highlighted by the media recently. The government have initiated aims in order to curb and deal with gang violence in the United Kingdom. In order deal with this issue, influencing factors have been acknowledged. This research explores the supposed influence that the hip hop culture has on young males engaged in gangs, and their willingness to use violent weapons. a systematic review of the literature and a qualitative content analysis of four songs lyrics have confirmed that there are themes which are consistent with the attitudes and behaviours that young people express due to the music they listen to. A significant proportion of the literature that surround young people and youth gangs in the UK focuses on possession and use of weapons (e.g. Bullock and Tilley, 2002; Bennett and Holloway, 2004b; Marshall et al, 2005). Research by Lemos (2004) found that some young people were likely to carry weapons through fear of being attacked by other gang members or more worryingly because they associated it with being cool. This was also reflected in Kinsellaà ¢Ã¢â€š ¬Ã… ¸s (2011) report for the government, following the murder of her brother Ben during a knife attack in 2008. Through visiting several projects across the country, Kinsella found two prominent motivational factors that were highlighted in each project. Those were à ¢Ã¢â€š ¬Ã… ¾fearà ¢Ã¢â€š ¬Ã… ¸ and à ¢Ã¢â€š ¬Ã… ¾fashionà ¢Ã¢â€š ¬Ã… ¸. Some young people in the projects explained that they carried knives because they feared that others were also weapons, and so felt it necessary to carry knifes as a method of self-protecti on. Chapter 1:  Introduction Youth gangs and the attitudes and behaviours of young males have been a major issue in the United Kingdom. Researches and theories have been conducted in order to evaluate the emergence of youth street gangs. The murders of innocent young people in the last decade have urged the government and academics to conduct reports and research on gang and post code gang feuds. Due to an increase of gang violence the government introduced the Gang Injunction within the Police and Crime Act 2009. The gang Injunction is aimed at preventing young people from engaging in, encouraging and assisting gang related violence (Home Office). Research from the Associations of Chief Police Officers (2007) and Pickle (2009) show that apart from gang members being involved in gangs, they are also engaging in the use and possession of violent weapons. Hip hop artists have been criticised by politicians and the media for influencing young males to engage in violent behaviour. However this idea is not supported by research and can be rejected, because when looking at research from government reports and academics there is no evidence to support the idea that hip hop influencing young males behaviour and attitudes. However research from Kubrin (2005) and Miranda and Claes (2004) who are both Canadian and American, suggest that some of the themes in hip hop are reflected in the behaviour of young males. So therefore there is a relationship between hip hop and young males, but unfortunately this research has not been conducted in the United Kingdom. In the response to the lack of research on the link between hip hop and youth gangs and violence, the aim of this study is to the answer the research question: Youth Gangs: Does the Hip Hop culture Influence Young Males in the UK to Join Street Gangs and the Use of Violent Weapons? In order to answer this research question and to find out whether there is a link between youth gangs and hip hop culture, this research will explore if the use and possession of violent weapons is really glamorised by hip hop, or whether the claims by the government and media are unjustified. The main aims in this research are to: Find out if beliefs, attitudes and behaviours of young gang members can be attributed to the lifestyle portrayed by hip hop artists. Establish where prominent behaviours in the literature, song lyrics and images of hip hop artists can be associated with the influence of violent weapons Apply theory to the attitudes, behaviours and the prominent themes associated with gangs in order to provide a more holistic approach. These aims will be conducted through a discussion of literature from books, journals, government reports, newspapers and media articles. A content analysis will be conducted on hip hop (Grime UK) song that young males may listen to, and a semiotic analysis on images of hip hop artists. Chapter 2 of this research provides a literature review looking into the problems with gang definition, the UK new gang culture, the background of gangs, gang membership, the possession and use of violent weapons and the hip hop culture and the influence of hip hop. Chapter 3 focuses on the methodology and outlines the approach that has been conducted during the research process. The research design and the analyses are included in this chapter, alongside the ethical considerations. Chapter 4 discusses and evaluates the analysis of the hip hop song lyrics, the signs that images from hip hop portray using a semiotic approach and then finally the themes that emerged from the literature and lyrics. These three themes are drug dealing, which is discussed in relation to rational choice theory, strain theory and differential association theory. The second theme is street credibility and this is discussed in relation to social identity theory and masculine theories. The final theme is the Territorial post code wars, this theme is discussed in relation to social capital theory and social learning theory. Chapter 2:  Literature Review This chapter will be exploring the literature surrounding young males, gangs, violence and weapons. As well as the influence the hip hop culture can have on these young males. Different literature such as books, journals, government reports, newspaper articles and research studies will be examined and reviewed in order to view the current state of gang culture and violence in the UK. The following issues will be discussed in order to examine relevant literature on the study. Gang definition, the UK gang culture, gang membership, and the background of gangs in general, the possession and use of violent weapons and finally the influence of hip hop culture on young people. The problem with definition The term Gang has had some issues surrounding its definition, and this is a problem that remains dominant within the UK based literature. The definition of the term has been mainly developed with reference to American gang culture. Some theorists argued that a new definition of the term gang should be given for the new gang culture in the UK. The reason behind some definitions given to describe the gang culture in America was investigated by Ball and Curry (1995) they believed that although it is easy to identify a gang, the real issue arises when attempting to create a definition. After engaging in a lengthy linguistic analysis of various ways to define gang, they proposed that gang definitions would do better to focus on the abstract, formal characteristics of the phenomenon rather than connotative, normative content (Ball Curry, 1995:240). Ball and Curry (1995) also stated that old definitions for the term are acceptable but due to the frequent changes in sociological, political and cultural changes it is important to have a new definition for the term, because the changes may affect the phenomenon of gang culture. Despite the need for a current definition, government and academic organisations believe that a fixed definition is essential in order to develop further research into gangs. For example the Association of Chief Police Officers (ACPO) stated that it was difficult to determine the proportion of crime that contributed to gangs, because the agreed definition of gangs on the data base was non-existent (ACPO, 2007:14). The Metropolitan Police Service (2008) also identified several other factors that differentiate a gang from relatively small, unorganised and transient peer groups. These factors include names, an organisable structure, and the use of violence and delinquent behaviour to promote group identity and to acquire social capital (Metropolitan Police Service, 2007: 21) The UK New Gang Culture The media, government and professional academics have all raised their concerns about the growing perception of gang culture in the UK. The media frequently report criminal activity, and in response some academics have argued that the media sensationalises the gang problem in the UK (Alexander, 2008:4). Other academics such as Bullock and Tiley (2002) have also suggested that the need to understand and tackle the gang violence is more important instead of sectionalising gang violence. Following the medias numerous reports regarding the increase in high profile gang related crimes since 2007, Heale (2008) stated that youth gangs have been frequently highlighted in the media. The fatal shooting of an innocent five year old girl in Stockwell in 2012, Is another incident that caught the medias attention. Thusha Kamaleswaran was left permanently paralysed after a gang related shooting occurred at her aunts shop (Telegraph, 2012). The media suggested that the shooting was linked to youth g ang violence; the metropolitan police gave a statement stating, It is believed two black youths ran into the shop before shots were fired. Peter Robbins who is the counsellor from Lambeth council also gave a statement, there is a fairly well known problem with gangs and guns in Lambeth (Daily Mail, 2012). Gangs are not only running into shops and causing injury to innocent individuals, they are also engaging in the American style drive by shootings. For example, the Telegraph (2011) reported a drive by shooting in west London which injured three teenage girls and left one girl in critical condition. These shootings also attracted the media and public attention and the they believed that the American style drive by shootings performed by UK gangs where indeed becoming a lot more like the American gangs. Academics have criticised the media despite there being evidence of growing youth violence taking place in the UK, academics believe that the media solely focuses on the dramatic consequences of gang violence, instead of how it can be prevented and tackled (Fitch, 2009: 2). Deuchar (2008) suggested that the majority of gang members tend to predominantly be from black or ethnic minority groups, despite this suggestion Bennett and Holloway (2004a: 319) found that the majority of gang members were white, followed by Caribbean and Bangladeshi. Due to this inconsistency in literature surrounding the race and ethnic minority of gang members, it is clear that the race and ethnicity of gang members is not an important factor in researching gangs. So therefore this study will not focus on race and ethnicity. Instead this study will focus on why young people join gangs and the characteristics of gang members. Background Studies and research where conducted in order to give an insight into the increase of gang membership. Bennett and Holloway (2004a: 305) found evidence from governments reports, newspapers, local agencies and national bodies that suggested gangs in the UK and the number of gang members where increasing. Bennett and Holloway (2004a) argued that with the obvious increase in violent weapons and the possessions and the use of guns, the British gangs where not that different to the American stereotype that the UK often rejected. Research into gangs in America could not be generalised to the rising youth gang culture in Britain, despite the early research into gangs and youth groups. Subculture theorists in America have largely focused on the study of youth groups and gangs for almost over a century. Research into gangs in America mainly focused on the Chicago city, which is a research that has provided what is known as the first study into the gang culture phenomena. After the research in Chicago gang culture, subculture theorist Merton began his research into delinquent groups, with the help of Cohen (1955) and Cloward and Ohlin (1961). Mertons (1938) research on the Social structure and Anomie thesis anticipated that the American Dream was at the forefront of every individuals aspirations in life. But not every individual would be able to acquire this. For example education was only accessible to some people and this led to anomie. Also deviant behaviours such as violence and petty crimes amongst young working class males who were most affect were caused by the feeling of strain. Cohen (1955: 66) extended the concept of social structure and anomie by explaining that in order to explain non instrumental vandalism and violence was due to status frustration. He stated that the individuals who felt frustrated would, gravitate towards one another to establish new norms and new criteria of status, and this would then form a delinquent subculture. This statement was furt her extended by Cloward and Ohlin (1961:1), they believed that every individual had access to legitimate and illegitimate opportunities and suggested three types of subculture. The retreatist subculture which fails to find legitimate or illegitimate means in order to succeed, so therefore the individual turns to alcohol or drug abuse while the conflict subculture is when individuals use manipulation of violence as a way of winning status. The criminal subculture describes a group of individuals who rely on theft and extortion as a means of getting income. The subculture that is most relevant to this research on the young males and the influence of hip hop is the Conflict subculture. Downes (1966) systematic review found no evidence that Cloward and Ohlin (1961) retreats, conflict and criminal subcultures existed in the UK because the young males lacked structured cohesion that the American gangs boasted about. Cohen (1955) notion of status frustration was criticised by Downes who believed that by Cohen conducting his research in only one borough meant that his findings may not be generalised to the rest of the UK. Despite this Downes concluded that the research into gang delinquency in the UK is a reflection of its absence (Downes, 1966:116). In addition to this Campbell et al (1989) believed that the gang notion belonged to America, whilst the subculture notion belonged to the UK. As a result of this Campbell et al (1982) felt that a separate definition and research for youth gangs in the UK would need to be developed in order to provide a better framework for future research into gangs Campbell et al, 1989: 276) Gang Membership It is believed that young people especially males are known to join gang memberships for different psychological or social reasons (Bennett and Holloway, 2004a: 307). Some of the psychological reasons for young people joining gangs are believed to be because they have a desire for money, to gain status and respect from other gang members and the feeling of being protected and having a connection within the gang membership. Psychological reasons for young people joining gangs usually develop from lack of effective support from their parents, family, teachers and the police (Harris et al, 2001: 9). Sociological reasons have been heavily focused on in terms of explaining gang membership. Research by the NASUWT Teachers union (2008) found that if there is an absence or lack of positive role models in a young individuals life, then in order to build a social identity they will look towards accessible role models. Also the study found that young people from broken families where a father f igure was not present are more likely to look up to individuals in gangs or family members involved in gang memberships (NASUWT Teachers union, 2008: 11). Wood and Alleyne (2009) found evidence that gang membership gives young people a chance to acquire powerful status amongst their friends, opportunity for excitement especially if they live a boring life. Protection from other gang members and most importantly it offers social support that is lacking in young peoples lives from their family. Whereas Marshall et al (2005) suggests that the reason for young people engaging in gang membership is due to their exclusion and alienation from mainstream society, particularly education and employment. Whilst most theorists offer an explanation as to why young people join gangs, they have failed to outline the specific features and characteristics of gang members. Evidence from Bennett and Holloway (2004a) suggests that gang members tend to me male, involved in drug taking and supplying, mor e likely to carry weapons and are criminally active. Possession and the violent use of weapons There are various literatures that focus on youth gangs and the use of violent weapons amongst young people in the UK. Lemos (2004) report on Fear and Fashion: The use of knives and other weapons by young people believed that most young people were more likely to carry violent weapons due to the fear of being attacked by other young individuals or just because they believed that carrying a violent weapon made them look cool. The home office affairs select committee published a knife crime report which investigated the levels and causes of knife crime and the attitudes of the offenders. Knife crime has been and still is a persistent and worrying concern that has a huge impact on young people in the UK. During June 2012 there were approximately 29,513 recorded offences involving knives and other sharp instruments, accounting for 7% of selected offences (Berman: Knife Crime Statistics, 2012). In the UK more than 70 teenagers were violently killed by the use of violent weapons. Majority of these deaths were gang related violences. In 2008 gang and knife crime were regularly featured in the media headlines, these crimes were mapped out in various locations around the UK, but London suffered the highest number of crime amongst young people. Dr Bob Golding, who is a criminal justice lecturer at the university of Portsmouth, stated that knife crime is simply a symptom; you have associated with this a development of gang culture (Golding, BBC News: 2008). The possession and the use of violent weapons were also reflected in Brooke Kinsellas (2011) Tackling Knife Crime Together report. Kinsella report was conducted following the death of her brother in a knife attack in 2008. The report also gave the public an insight into the seriousness of violent weapon crimes. Kinsella found that motivational factors influence young people into carrying violent weapons, these two factors were fear and fashion. In the report it was also discovered that youths reasons for carrying weapons was due to the fear of being attacked by other individuals, so therefore they felt the need to protect themselves. The reason that was more worrying was the need to be in possession of violent weapons because they believed it was fashionable or a cool thing to do (Kinsella, 2011: 2). Recently the media reported two incidents that allegedly occurred with five hours. The first incident was the shooting of a 19 year old male in Clapton, east London and the stabbing of a 16 year old male in Wandsworth, south west London. Although the police believe that these crimes where not linked to gangs, it just shows the frequent use of violent weapons within the community. (BBC, 2013) Although it is difficult to determine the link between violent weapon crimes and gangs, recent research into gangs has noted the relationship between firearms and gangs (Squires et al, 2008). A research report was carried out by Bullock and Tilley (2002), they found that 60% of firearm crimes can be linked to gangs meanwhile; the Home Office 2009/2010 reported 5% increase of injuries as a result of firearms. In order for the government to tackle the possession and use of violent weapons, they need to establish the main reasons why young people engage in violent weapons. As this could enable them or it could be a starting point for them to limit gang violence. The Hip Hop Culture and the Influence of Hip Hop Hip hop today is known as a cultural reform and social reconstruction. Hip hop first developed in the drug infested gang streets of the Bronx in New York City. Apart from the glamorous and provocative nature of hip hop, it is mainly associated with and for freedom, peace, equality and social harmony. Alongside creating a successful industry hip hop also gave ethnic minorities in America a chance to voice their opinions internationally, a civil rights movement that is still relevant today. Price (2006:1) defines hip hop as a liberation movement in the form of a diverse culture, it was a next generation civil (human) rights movement sparked by ostracized, marginalized and oppressed inner- city youths. Hip hop culture has grown to represent urban, rural, suburban and global communities of all ages, genders, religions and races. One main factor that is mainly held responsible for the increase in gang violence is the hip hop culture. It is believed that the hip hop has a negative influence on young people. David Blunkett reportedly made a statement about gang violence, stating idiots like so solid crew are glorifying gun culture and violence. This statement was made a year after one of the members from So Solid Crew Ashley Walters was sentenced to 18 months for the possession of a firearm (Telegraph, Sally Pook: 2003). David Cameroon also voiced his opinions on violent music. In the British society (2006) he asked BBC radio station 1, do you realise some of the stuff you play on Saturday nights encourages people to carry guns and knives? Despite the perception that the hip hop culture glamorises gang and violence, there is very little research on this concept. United Kingdom based research has dismissed the concept that hip hop influences young males into gangs and violent weapon. Hallsworth and Silverstone (2009: 362) suggested that style and music do not define the relationships between the individuals and the violence that they do, or the weapon they carry. There is no empirical support for the statement; however they do believe that those who carry weapons tend to imitate the American hip hop style by carrying guns. Well-known hip hop artists spoke about the comparison between hip hop and the trend of violence amongst young people in the communities. 50 Cent who has recently turned to acting and has become an entrepreneur refuted claims of there being a connection between hip hop and gun violence. He stated in his interview that his music was more a reflection of his experiences in life, rather than a glorificati on of assault weapons (CBS News, 2013). Hip hop and gangs have always been linked in some form. It is believed that the hip hop culture has created and influenced gang violence over the decades. Literature in the UK regarding the effect of hip hop music on young males and gangs on focuses on deviant behaviour in adolescence, whereas literature in the USA have a wider range of research and literature. Miranda and Claes (2009) researched the possible link between preference of rap music and deviant behaviours such as, drug use, violence and street gang involvement amongst French Canadian adolescents. Miranda and Claes found that despite trying to control the adolescent deviancy, a significant link can still be found between rap music and deviant behaviour. However despite their finding they did not find a link between hip hop and street gang involvement. This shows that there needs to be future research in order to come to a conclusion as to whether or not there is an association between hip hop and gang violence (Miranda a nd Claes, 2009). The issue of hip hop music lyrics and how they may have an effect on young people has been approached by Kubrins (2005) study. Kubrin conducted a content analysis of rap songs in America and also addressed the use of violent weapons suggesting that the gun becomes a symbol of power and a remedy for disputes (Kubrin, 2005:363). Research from Miranda, Claes and Kubrin, found that young people joined street gangs in order to acquire status and a social identity, which is seen and stated in the music they listen to. Because the majority of these studies are based on American and Canadian individuals, it is possible that the findings cannot be generalised to gangs in the UK. Chapter 3:  Methodology This section will explain the methodological approach that this research has adopted in order to establish if the hip hop culture has an influence on youth gangs and the use of violent weapons in the UK. The method which was chosen for the purpose of this paper was desk research, sometimes known as secondary data or secondary research (Bryman, 2008). This research involves gathering data that already exists from internal sources, publications of governmental and non-governmental institutions, free access data from the internet, in articles, newspapers and other relevant sources (Bryman, 2008:à ¢Ã¢â€š ¬Ã‚ ¦..). A systematic review of literature, a qualitative content analysis on four hip hop song lyrics, and a semiotic analysis on a hip hop image will be conducted in order to establish if a relationship between hip hop culture, youth gang and the use of violent weapons exists. At first a qualitative research was initially considered in order to gather data and in order to answer the research question. The majority of research in to gangs and the use of violent weapons are normally conducted through qualitative surveys and interviews with current or previous gang members and offenders. These types of primary research would be dangerous and difficult to replicate as an undergraduate student. Research Design The research design of this study discusses the literature in the form of a systematic review. Government reports, journal articles and published texts on gangs and the use of violent weapons from the last decade have all been reviewed. Secondary data has been used to conduct this study. The secondary data has been used with caution and all literature used are from trustworthy sources. Literature based research has its strengths, and they mainly fall on the fact that the research is able to analyse data that is already available because the time consuming research has already been conducted by academics. There will be no contact with current or previous offenders who have been involved in gangs or crimes involving violent weapons, so the potential harm and risk involved in this research is minimised. However as explained by Bryman, (2008) not conducting a primary research means that there will be no control over the variables and so it is acknowledged that the grounds may be differen t to the present study. therefore this research has been conducted carefully in order not to manipulate the literature to support the hypothesis of the present study By conducting a content analysis of hip hop song lyrics, this study will be able to establish whether the genre of music can be held responsible for the behaviour of youth gang members or whether claims by the media are false. Out of the four songs that have been analysed, two demonstrate how the hip hop culture can influence young males, particularly in regards to joining gangs and the use of violent weapons. The two other songs acknowledge social exclusion as a reason for delinquency. The Song lyrics where obtained from lyric databases such as, Metro lyrics, sweet lyrics, urban lyrics and AZ lyrics. Even though the validity and reliability of these lyrics are questionable, all the songs used are from official version on YouTube, a reliable video broadcasting website. Due to the fact that majority of the songs analysed are likely to contain words and languages that are likely to be difficult to understand, a slang website called Urban Dictionary was used as a means to translate any difficult words. Analysis Key themes have been highlighted in the literature articles through a process of thematic analysis during a systematic review. These themes include repetition, differences and similarities. The following analytical chapters will be discussing these themes in relation to theories in order to give a better understanding as to why young males may seek these identities. Firstly the song lyrics will be discussed in relation to the themes that have been highlighted through the thematic analysis. This will be done using a similar approach conducted by Kubrin (2005) study on Gangstas, Thugs, and Hustlas. Song lyrics will be discussed and the images will be discussed using a semiotic approach in order to evaluate whether or not the music that is marketed to youths encourages the use of violent weapons. This will then be followed by a discussion of the themes in relation to the literature. Theory will be included in order to provide a more holistic understanding as to why young people join youth gangs, their behaviour and attitudes. In order to identify the themes within the literature a critical discussion of the findings will provide a foundation for recommendation on future research on this topic. By using these analytical methods a detailed account of the influence the hip hop culture has on young males can be generated from the literature. Ethical Considerations Due to this research being a secondary research, it does involve as many ethical issues as a primary research. For example no participants will be interviewed, so there is no need for informed consents and there are no issues regarding deception and invasion of privacy. Also there is no need to consider data protection or storage because the research studies reports are available and have been published for public viewing. The following ethical considerations from the British Society of Criminology (BSC) Code of Ethics have been considered and relate to this research. As mentioned at the beginning of this chapter, there will be no contact with previous or current gang members so the emotional and physical well-being of the researcher will be maintained (BSC 3: iii). As the BSC states, researchers should promote equal opportunity in all aspects of their professional work and actively seek to avoid discriminatory behaviour (BSC, 3: iv).Whilst doing this research every effort has been m ade not to address young male gang members in terms of age, and racial or ethnic group sensitively and to use non-biased language. Also this research has made every effort not to disrespect the views and beliefs of young gang members, as one of the aims for this dissertation is to focus on developing a theoretical and holistic understanding of the behaviour of gang members. Also the views and beliefs of the gang members have not been disrespected whilst conducting a systematic review of the literature and analysing the literature through the themes that developed in the content analysis, alongside the arguments for and against hip hop culture influencing violence, the use and possession of violent weapons. Research studies by academics include young gang members who have consented to taking part in a published research study, so it is believed that any data from interviews conducted in previous reports are acceptable to use for secondary data. This therefore means that the ethical c ode (4: iii) will not be breached. However, if an entire data set was used for the present research, a Research Ethics Committee would have been required to conduct an expedited review (Economic and Social Research Council). Because this is a secondary research one of the major limitations is that some sources, especially internet sources may not be reliable, so a serious amount of importance was placed when using reliable data and sources from the internet as well as sources where the reliability of the internet information was uncertain. In addition to this No favoured judgement has been made towards certain research findings and a conscious effort has been made by the researcher not to manipulate or misinterpret the findings to suit the research question. By doing so a one sided argumen

Effect of Produce Placement in Computer Games

Effect of Produce Placement in Computer Games Product Placement Does Product Placement in Computer Games Affect The Consumer’s Buying Behaviour? Chapter 1 Introduction Can you remember a movie in the cinema without some kind of product placement (a product and/or a brand intentionally placed in a cultural medium (Lehu, Bressoud (2007))? Placing branded products in entertainment media like movies is not a new developed concept. This kind of advertising nowadays is very common. People often ask themselves what exactly advertising is. The term advertising describes any communication effort that might influence consumer purchase decisions (Rotfeld, H. J., 2008). Different types of models can therefore be used like product placement used in movies or in computer games. Everything started with investments in the production of radio programs at the beginning of the 1930s. Consumer product manufacturers tried to reach their target audiences via the radio through so called sponsor-owned shows (Lavin, 1995). Product Placement, also called brand placement and â€Å"brand casting†, appeared first in motion pictures as early as the late 1940s and early 1950s. One example was in 1948 in the drama Mildred Pierce where an actor in the movie drank Jack Daniels whiskey (Nebenzahl Secunda, 1993). In the beginning, using branded property by donating, loaning or purchasing them for particular movie scenes just to enhance their artistic qualities (Spillman, 1989). Since Reese’s Pieces appeared in the blockbuster movie E.T. The Extraterrestrial, over 20 years ago, product placement has developed and evolved significantly. That implicated that after the film release, Hersey claimed a 65% increase in sales of Reese’s Pieces (Karrh, 1998). Today, almost every movie contains product placement. While in the â€Å"James Bond†-Movies 007 drinks Martini, Will Smith drives a Porsche 911 Turbo in Bad Boys. (Quellen) There could be mentioned thousands of examples like this as today ads in movies are very common. Beside movies, another media based method to reach a wide range of consumers, can be seen in ads turning up in computer games. To date, except for movies or television, attitudes toward product placement in media have received little attention, despite increased product placement in games (Nelson, 2004). Computer and console games are getting more and more interesting for marketers due to today’s households own at least one PC and playing computer games nowadays is very common. This applies not only for the youngsters in a family but also for their parents who also play games. Computer games are emerging as a new medium for advertising but yet there is comparatively little empirical independent research investigating the outcomes of marketing communications using this medium. Ads in computer games have not a very long tradition like ads in movies but nowadays it is more and more often used. To reach key consumer segments, marketers are turning to games in order to improve their chances. In 2005, advertisers spent $80 million to reach video game players. Experts expect this spending to top $400 by 2009 (Park Associates 2006). Whether it is billboard ads, sponsorship and product placement, or the game character experiencing the product by drinking, wearing, driving or listening to it as a part of the game, the opportunities for branding in computer games are vast (Townsend, J., 2007). While European gamers’ most popular form of entertainment is watching TV, the $25 Billion gaming is even bigger than the $10 Billion film, as well as the $20 Billion home video industry. If we believe analysts from PricewaterhouseCoopers, the worldwide game industry is set to rocket to revenues in 2009 of about $54.6 billion (Ferrand et al., 2006). In regard to those numbers for today’s companies advertising in computer games has also become important to gain popularity. As 75% of people who have internet access also play online games for more than an hour per month (NEUE STUDIE IGDA Online Games SIG Steering Committee 2005). Another important issue today is subliminal advertising in media. Beginning in 1982 many people were concerned about subliminal messages in rock music claimed that messages had been recorded backward into popular rock music (Vokey Read, 1985). They feared that these messages could be perceived while listening to the music in the normal way. Even in computer games there is advertising that is perceived just incidentally. This might be true for example in racing games. Here might raise the question whether the player perceives billboards while driving with a speed of 130 MPH. Nobody can say if some kind of messages have an impact on our decision making process. Yet no empirical study has explored incidental effects on computer game players by advertising. Furthermore, it has not been investigated if the placement of the ads is designed to be subconsciously processed. 1.2 Reasons for Choice of Topic The topic in this paper was specifically chosen due to the writer’s interest in the area and desire to learn more on the subject of game related advertising issues and effects on the consumer of computer games. 1.3 Research Objectives This paper explores recent developments in the video game market in marketing practice that have resulted in brands being found in an increasing number of computer games. The main target of this investigation is to work out if product placement has any impact on the consumer in terms of the buying behavior and actions that the consumers enforce as a result of brands appearing in computer games. To investigate the prior research question, there will also be investigated if product placement is perceived by the respondents and their attitude towards product placement will be examined. As the subconscious as a component that should not be neglected in terms of subliminal advertising, it should be questioned whether it has any influence on the consumer or not. All these questions are coherent as if people perceive the product placement and have a positive attitude towards product placement it is possible that they subliminally perceive the placements. As all this is coherently, it is also possible, that buying decisions are predicated on these variables. 1.4 Computer Games Limitations Academic and professional literature on gaming often makes distinctions between computer games, video games and electronic games. These boundaries are blurred and moreover the situation is complicated by the availability different types of games. There are console games, PC games, mobile games, handheld games, interactive entertainment and virtual worlds that could be differentiated. Some of these distinctions are made to describe the hardware on which the games are played. Others also refer to a particular characteristic of the medium or the social aspects of playing. This variety of different types of consoles and handhelds is not helpful especially considering that today many games like for example the game Doom can now be played on cell phones, calculators in addition to PCs and tricked out consoles. Creating and using a separate name for each case/instance of a new hardware group would quickly become obstructive. The term â€Å"electronic games† might be too broad as it could also include games that are technically electronic like for example pinball machines. This kind of media is rarely discussed in the context of â€Å"video† or â€Å"computer games†. Like a good fit on the other hand seems to be â€Å"computer games†. The term â€Å"computer games† refers to games that are controlled or used by a computer which is a machine that digitally processes data according to a set of instruction. This then again includes a large range of devices that contain an embedded computer. Computer games that use a video display as the primary feedback device can be described by the term â€Å"video games†. Since most of the games discussed in this paper rely on computer monitor or a television screen for the visual playback, â€Å"computer games† and â€Å"video games† will often be used alternately. Below there will also follow a contextual definition while clarifications will be provided when necessary. 1.5 Chapter outline Following from this chapter; chapter two gives a crucial review of the literature available on the chosen subject matter and identifies an apposite theoretical framework for this study. It looks at the issues raised by academics and provides a basis for what has been observed. Chapter three discusses the quantitative methods used in this dissertation to collect the research required. The set up of a questionnaire is depicted as well as the appropriate methods that need to be factored in. Chapter four presents the findings of the primary research undertaken for this dissertation and the findings will be analyzed using content analysis in order to put some figure to the numeric nature of quantitative research. It will present the participant’s answers to the questions asked for the research of this project, and reiterate statements made in the data collection process (questionnaires). Finally in chapter five the research findings and analysis and attempts to draw conclusions from this are considered. To resolve the matters discussed and argued in this paper, the conclusion will help to draw an end to this dissertation. Chapter 2 Review of Literature 2.1 Introduction This chapter deals with the academic literature and pre-existing studies on the subject of product placement in computer games and its impact on the consumer. This chapter’s aims and objectives are to afford better clarification of the topic and the variables that affect consumers. Existing studies will be explored further and perhaps bring new understanding to the subject. This is achieved through the way in which this chapter is structured; by looking at the definitions presented by academics of product placement; subliminal advertising; brand recognition and recall; brand equity and trust; considering various studies and selecting the most appropriate ones for this dissertation to prove the research questions. 2.2 Product Placement From the time when movies provided brands in the 1940s and 1950s, they have been served as background scenery as well as props and character developers. Advertising supports media economically, yet for product placements but when the practice began with branded products it was donated, bartered or bought (Nelson et al., 2004). Today, companies generally are paid by film-makers to appear in the movies (Chunovic, 2002) and that change was then being followed in the game industry, too. Brand properties or placements differ from conventional broadcast advertising in leastwise three ways: At first, placements do not suspend the media experience of the consumer like it is done by paid media advertising which operates between media content (Nelson et al., 2004). Secondly, placements are according to Wasko et al. (1993) not always paid by the brand. Thirdly, Nelson et al. (2004) claim that it would be important that placements are not be perceived by consumers as commercial messages. In a public policy debate the extent of the consumer awareness and knowledge about product placements is considered an important measure. Product placements are presented as subversive, subconscious techniques, even though others assert that most consumers are aware of the practice (Nelson et al. 2004). The continuous advances in technology have made it incrementally easier for consumers to circumvent traditional advertising messages. Whether bypassing advertising by switching to another channel via the remote control or VCR and DVR make it necessary for advertisers to find other ways to catch the attention of the consumers to make them buying the company’s products. One such strategy that marketers have begun to make use of is product placement in entertainment media (Lee, Faber, 2007). 2.3 Definition of games and information about the people playing them While taking all the time about games; what is a game in the sense used in this paper? Jesper Juul (2003), a video game theorist, investigated seven well-known definitions of games which have been provided by different academics. Based on a screened listing of features which describes issues that are necessary for something to be a game, he then identifies it as â€Å"a rule-based system with a variable and quantifiable outcome, where different outcomes are assigned different values, the player exerts effort in order to influence the outcome, the player feels emotionally attached to the outcome, and the consequences of the activity are optional and negotiable† (Juul, 2006). To be able to understand the distinctive features of the computer games particularly as a medium, this description will become helpful later. To understand the entire matter around games, there should be explained the type of people who play games. According to a study conducted by the Interactive Software Federation Europe (2008) the average gamer in Europe today is 33 years old. It is also claimed that in a typical week 45% of the PC owners play games more than 1-5 hours while 29% play more than 5 hours. In case of console owners it is more or less the same so this does not need to be considered separately as in this paper this component is not taken in account. The main reason of playing is for most of them to play just for fun (80%) followed by relaxing and de-stressing (55%) and playing when they are bored (41%) (Interactive Software Federation Europe, 2008). Gamers are people who immerse themselves in an alternate reality which allows brands having the permission to act in a way that helps players to do this. Shortly this means, as brands appear in or around a game, it makes sense to use them to enhance the virtual reality (Mediaedge, 2005). Nevertheless it would be pointless to place billboards of real world advertising like Coka Cola in games with a fantasy setting like for example the well known World of Warcraft. That kind of product placement would not turn up realistic and it would disturb the player’s experience. World of Warcraft is an ongoing multiplayer world that was subscribed by about 8 million at the beginning of 2007 which (Blizzard Entertainment, Inc., 2007) has increased to 10 million in 2008 (Blizzard Entertainment, Inc., 2008). The expert Samuel Turcotte (Lehu, 2007) claims that ‘product placement isn’t about sales; it’s about brand awareness’. Aiming on increasing sales and making the customer aware of one’s product, marketers should not try to disturb the player’s word but enhance it. Examples like World of Warcraft show that those players or subscribers are out of advertiser’s reach. Today in generally things have changed as product placements are part of many games. Depending on the setting and the kind of placement, many products found their way into the games. Whether BMW in car racing games like for example Need for Speed or ordinary products like Axe deodorants and Airwaves chewing gums in Splinter Cell Chaos Theory, most products that appear in the games are products that surround gamers and non-gamers daily. According to a study conducted by Nielsen BASES and Nielsen Games on behalf of in-game advertising network IGA Worldwide, 82% of gamers react positively to contextual In-Game Ads (Androvich, 2008). Results of this study showed that of consumers with the strongest opinion about in-game ads, both positive and negative, over 70% felt the ads made them feel better about the brand. They felt more favourable toward the brand and it made them more interested in the brand. Ultimately they believed that the ads are for innovative/cutting edge brands. More than 60% of these most opinionated customers feel ads do not interrupt their attention while experiencing the game. Also, the ads catch their attention and make games more realistic as well as the brands shown in the games are promoting relevant products. According to Lockergnome (2007), most of today’s computer games give the impression being made for men. An industry report published by IBISWorld (2008) reveals that women and older adults are the new driving force behind the success of the video games industry. According to IBISWorld (2008) it is also claimed that today, more and more women begin to play action games. Today in general the consumer research on product placements has focused on attitudes towards the practice and the effectiveness (Nelson et al., 2004). 2.4 Gamers’ attitude towards product placement in computer games Advertising placements that mimic real-world ads – such as billboards in sports or racing games – are generally accepted by gamers because they have perceived to add to the realism of the game (Thompson, 2006) which is also in accordance with Nelson (2002). He claims the research on consumer attitudes to in-game product placement shows that participants were in the main positive about practice and did not perceive any disruption in the experience of the game used in the study. As already mentioned above, brands should be used as enhancer of the virtual reality (Mediaedge, 2005), some participants of the study just mentioned reported that product placement enhance the realism of the game as well as it would add value to the gaming experience (Nelson, 2002). The argument that consumers are more positively disposed towards brand placements relative to more conventional forms of advertising is also supported by research investigating consumer’s attitudes to product placement in other media (Nebenzahl and Secunda, 2003). They also found that product placement was related favourably by 70% of people going to the cinema, extensively higher than ratings for pre-movie advertisements. As attitudinal surveys and focus groups showed, questioned consumers generally find product placements to be acceptable. They even said that it would enhance the value of the media as well as the entertainment value (Nelson et al., 2004). On the other hand, some of the polled consumers, in most cases women from countries like the U.S., Austria, France and Singapore are not that positive about the acceptability of ethically-charged products. They claim that such things like guns, cigarettes or alcohol in media would be targeted at children (Nelson et al., 2004). According to information from PRNewswire (2008) women do also play computer games with that kind of content like action games or shooter. So it depends on the attitude of the individual and the kind of placement used in the media. In most cases when guns are placed in a computer game, it target adults (PRNewswire, 2008). In Germany for example, it is controlled by law what kind of games need to be censored or not. All this is the executed by an institution called USK. If a computer game is not checked by the USK, it is not coming out. And if it contains explicit violence and language, it may only be sold to adults which is from 18 years on. 2.5 Brand Equity and Social Trust Many customers buy needed goods by habit, are drawn to purchase by promotions, or simply do not pay much attention to which brand they buy (Walshe and Fearn, 2008). Therefore it is important for marketers to draw customers’ attention, convince them to prefer their product blindly and make them to trust in the product. Brand equity is depicted to be known by Yoo and Donthu (2002) to create customers’ blind preference for a brand over its competing brands. Brand equity also increases the company’s value by affecting the decision making in terms of merger and acquisition, stock market responses and the extendibility of a brand name. Brand equity measures most of which have long been used by marketers but which are only now being brought together as single intangible asset which in accounting terms, is brought forward at the start of the period and carried forward to the next (Ambler, 1997). As long as the marketers don’t do anything dreadful, traditional brand leaders will stay brand leaders. This can also be seen in the fact that the brand leaders in the 1920s were mostly the leaders 60 years later (Wurster, 1987). Brands with lower rankings normally hold their places. Ambler (1997) claims that the awareness is cognitive, as is our knowledge of a brand’s functional performance characteristics and price. Attitudes towards the brand are primarily affective. Most essentially, making use of regularly purchased brands is likely to be merely reinforced by advertising. Believing in a product blindly requires people’s trust in the company. To comprehend the importance of trust a definition of trust will now follow. ‘Trust is one of the most important synthetic forces within society’ (Simmel, 1950). Trust is needed to gain customers’ blind preference for a brand. Customers that trust in company’s products as well as in its established brands will buy these products in the future. Referring to this, for marketers it is an essential factor, that trust is built. This signifies that trust is controlled mentally. Ambler (1997) claims that as long marketers are engaged with what changes customer’s behaviour, mental stages of the customer cannot be ignored. While the customer perceives that a product represents a high profit, it is probable that the product will be bought in the future. Convincing a customer to consider another the own product to be better is very hard for a company to. If a product is favoured by the customer, then good arguments are needed by the marketer change the preferred product. By looking at features like customization in computer games like in many car-racing games it can be seen, that product placement can be implanted differently. Even the design or the car’s power can be adjusted. Very famous for that is for example the car racing game series Need for Speed. By implementing such features the player identifies himself with the brand, which in real life can results in an increased brand loyalty of the respective player. The virtually perceived quality then may have an impact on the gamer. A possible indicator of future performance might be the perceived quality which has been identified as a key; possibly it is the key (Gale, 1994). However, as we do not know the correlation it is hard to forecast which seems probable between perceived quality and trust. In a computer game, the perceived quality in a racing game may lead the player to believe the car he is driving with is unbeatable, but it is questionable whether it can be trusted in that car to be equal in reality. These examples show that the options of marketers in the game segment are enormous. Brands simplify the process of making decisions by acting as ‘summarized knowledge’. A brand reduces the need of the customer to undertake the time-consuming activity of ‘researching’ products (Morrison and Firmstone 2000). 2.6 Subliminal Messages in Media As already mentioned above, subliminal messages also appeared in media or still do. Embedding material in print, audio or video messages so faintly that they are not consciously perceived is called subliminal advertising (Rogers and Smith, 1993). Besides the attention, the capacity and the perception of in game advertising, there exists another theory. A lot of scientists say that subliminal messages do leave a mark on the brain. By using brain scanners, they found â€Å"we often record images we are not even aware of having seen† (Jha, 2007). Researchers from the University College of London proved on a psychological level that invisible subliminal images catch the brain’s attention on a subconscious level. Using a method called fMRI, this study investigated if it is possible images which the customer is not aware of – but ones that reach the retina – have any impact on activity of the brain in the primary visual cortex, part of the occipital lobe (Smith, Lewis, 2007). The brain of the subjects did act in response to the object even when they did not know about having seen it (Smith, Lewis, 2007). At a basic level, people perceive messages differently when they are presented in the form of an advertisement than when they are written in the form of other types of communications as the same literal content can result in different consumer perceptions (Rotfeld, 2008). The research of the University College of London tackles the theory of William James, a pioneering American psychologist and philosopher (1842-1910), who once said: â€Å"We are conscious of what we attend to, and not conscious of what we do not attend to† (Subliminal Advertising Leaves Its Mark On The Brain, 2007). Within several tests scientists found out that there are situations where consciousness and attention don’t accompany each other. Nevertheless, the research also indicated that when the brain doesn’t have enough capacity to attend to an im age, even subconsciously perceived images simply do not get realized (Subliminal Advertising Leaves Its Mark On The Brain, 2007). According to Rogers and Smith (1993) many people in the public have heard of the term ‘subliminal advertising’ and know about its importance. They also claim that as the public understands the basics of the concept they believe it not only to be used by advertisers but also to be successful in influencing brand choice and purchase behaviour. Zanot (1984) examined 38 studies of American attitudes to advertising from the 1930s to the 1970s. He found that these became increasingly negative over time, perhaps reflecting increases in the volume of advertising, the growth of consumerism and rising concerns about the social responsibility of business. According to studies conducted by Zanot, Pincus and Lamp (1983) after a survey of 209 adults in Washington, DC it was reported that 81% had heard of subliminal advertising and that respondents believe that subliminal advertising is widely and frequently used and that it is successfully in selling products. According to Rogers and Smith (1993), these results were confirmed in separate surveys conducted later. They also conducted an own study to prove whether the results are still valid or not, and it was proved again. Heyder et al. (1992) compared attitudes across several East and Western Europe countries. They also found more positive attitudes in Britain than in France or West Germany, although Czecheslovakia emerged as the country best disposed to advertising. Attitudes were however less favourable in Poland, Hungary and East Germany. 2.7 Effectiveness of Product Placement Brand Recognition and Recall Even though advertising through digital games appears widely in popular print media and industry magazines there are only a few empirical studies attempt to explain the effects of the ads that target game players. Today the increasing brand awareness is amid the most ordinary goals advertisers have when product placement in games is used. Often it is assumed that the amount of people playing a game is equal to the number of people that actually pays attention to brand names turning up in the game. As a game player is busy playing the game then this is what occupies primary attention. It is important for advertisers to find out whether their brand name is being noticed at all since brand names displayed in a game are not the focal object of attention (Lee and Faber, 2007). According to Lee and Faber (2007), â€Å"most cognitive psychologists believe that attention is the progress of allocating cognitive capacity to an object or task†. Furthermore, researchers frequently focus their attention on two issues: on the one hand on the selective aspect on the other on the intensive aspect. Lee and Faber (2007) also claim that the intensity of attention relates to the amount of cognitive capacity. This intensity of attention is allocated to a particular task as well as the selectivity which refers to selective allocation of cognitive capacity to a certain task in preference to others. Beside the attention, there is also the capacity that should be thought of. As the player is attentive it might be that the brain does not have enough capacity to handle all the absorbed information. To explain both, the selective and intensive aspects of attention, the limited-capacity model of attention was generated (Kahneman 1973). This model makes use of the assumption that ones entire attentional capacity is limited at any moment (Kahneman, 1973). Even with a strong attention, it might be difficult as there is no capacity to handle the mass of information. Kahneman (1973) claims that the entire capacity that is allocated to execute all actions can be split into two parts: on the one hand there is capacity devoted to the primary task and on the other hand there can be regarded spare capacity (Kahneman 1973; Lynch and Srull 1982). According to scientists, spare capacity attends to secondary tasks and other surroundings. They also say that the capacity that is used to perform the primary task cannot be used for the secondary task as the more capacity is used for the primary task, the less is available for the person – in the context of this paper the gamer – to accomplish any secondary task. Both, primary task capacity and spare capacity are central to understand the how in-game ads are working in terms of product placement on brand memory. According to Lee and Faber (2007), playing the game is the primary task that players perform. Processing advertisements embedded in the game is then the secondary task. As more attentional capacity is needed to apply oneself to playing the game, the less will be accessible for handling brand information. Similar to industry measures, academics have relied seriously on memory-based measures. Examples for those can be aided and unaided recall, recognition, and sometimes on acceptance, reported usage behavior and perceived ethical factors related to product placement (Gupta and Gould, 1997; Karrh, Firth, and Callison, 2001; Morton and Friedman, 2002; Russel. 2002; Sargent, 2001). Andrà © Sonder, New Business Director of IGA Wordwide, subsidiary of Microsoft responsible for co-oper sations in matters of advertising, provides reasons for computer games as advertising medium. On one hand, he claims, that investigations showed that in particular men between the age of 18 and 34 have a six to seven times higher cognition while gaming than while watching primetime TV-Shows. In-game ads are for that reason very effective as the player is very concentrated and ads can be better recognized than in television. (Aichinger, 2006) Displaying brand identifiers in the games may be comparable to product placements in TV shows or in films in various ways. However in other ways, playing games is in some way different compared with watching a movie or TV program, and the force and consequences of product placements may, as a result of that differ. The major difference may be in the scope of involvement and its effects on the resources concerning attention. While gamer interact with the game actively by managing and influencing what happens in the game a ‘TV watcher’ passively just ‘watches’ television or movies (Nicovich 2005). Compared with movie or TV product placements, noticing a brand and remembering it may be more difficult in the game context to a considerable degree. This might be due to its immersive nature (Chancy, Lin, and Chancy 2004; Nicovich 2005). To create a to some extent on-of-a-kind situation for in-games this distinction may also interact with other variables. According to a study to investigate the effects of product placement in games on brand recall which was analyzed by Nelson (2002), it was found that 95% of the participants were able to recall the brand of the car they drove during the game spontaneously. Nevertheless, on the other side, recall declined to 0% after a five-month post-play period. 2.8 Effectiveness of in-game ads studies There are a few studies around product placement concerning computer games. The British company Bunnyfoot offers the op

No Gentlemen Admitted :: essays research papers

"No gentlemen were admitted" writes Louisa May Alcott in Little Women to describe the all-female private revue the March sisters perform. And as the novel progresses, one cannot help but wonder if this same sentiment does indeed echo throughout the novel, as male characters are conspicuously absent while all the pivotal parts are played by the women characters. This gender imbalance -- in that there are more female characters than male in Little Women -- is especially obvious when male authority figures such as Mr March and Mr Lawrence are markedly absent for most of the novel. When they do appear, they are in need of love and care from the women. Mr Lawrence, who is nursing a broken heart over the death of his daughter, is healed by Beth's gentle manners, while Mr March's broken constitution is nursed back to health by his loving wife and daughters. The only male character who appears prominently in Little Women is Laurie, who, although the richest and most eligible bachelor for miles, is drawn to the motherly smile and warmth of the little cottage, despite the luxuries of his mansion next door. John Brooke, Laurie ¹s tutor and Meg ¹s husband, too, is drawn to the homey atmosphere of the March residence, having recently lost his mother. In a bold move that differentiates Alcott from her contemporaries, the male characters in Little Women are all not capable of providing sustenance to their womenfolk as they are incapacitated (either by a war injury, an emotional scar, or an impoverished background). The women are thus forced to take on varied roles in order to provide materially and emotionally for the family. They are the ones who shoulder the burden in situations not unlike those of the Alcott family. Is it by chance, or is premeditation, that most of Alcott ¹s novels feature an absent father? And when he does reappear, he is very often silent, ill or injured. It is obvious Alcott has problems portraying strong male characters, probably from the fact that she hadn ¹t seen too many of them. Furthermore, Alcott is not able to describe a situation where love is emoted expressively from men. In all her novels, the male characters disappoint -- in one way or the other. In many ways, they are very similar to her own father. Bronson Alcott was a man who preferred dreaming, shirking his fatherly and husbandly

Economic Impact of Base Closures on Communities :: Economics USA Community Essays Papers

Economic Impact of Base Closures on Communities After World War II, the United States was suddenly faced with a new enemy, the Soviet Union. Once the United States used the Atom bomb on Japan, there was a race to build bigger and more powerful nuclear weapons. The start of the Cold War was on. This â€Å"war† would turn out to be one of the most expensive undertakings in United States history. Every time the Soviets would build something, we would build as well. The same was in reverse. It was a never-ending cycle to see who could outdo the other. During this time there were also many military bases built in what were once remote towns across the United States. As these bases began to employ more and more civilians, there were suddenly towns sprouting up all around these bases. Some of them became quite large as the bases hired more and more civilian workers and the military members stationed there took more advantage of what the towns had to offer. The late 1980’s saw yet again another change in military policy. Suddenly the Berlin Wall fell and so did the Communist government of the Soviet Union. The Cold War was now over. As a result, the United States was left with an incredible nuclear and military arsenal and no clear enemy in sight. With the threat of a recession on the horizon, there was a study called the Base Realignment and Closure committee, or BRAC set up to decide where cuts in the defense budget would come from and what bases would be closed. The Report of the Department of Defense on Base Realignment and Closure reported that in 1989 the BRAC committee came to the conclusion that the Department of Defense could still strategically operate if they were to close 23 percent of their installations. The report goes on to point out that the end of the BRAC rounds in 1995 estimated the closures to have saved the Federal Government approximately $3 billion. (Www.defenslink.mil/pubs/brac040298.pdf) After the impressive victory in the Gulf War, there was an even bigger cut in the defense budget. There was a sudden impact not only on the military who now had less to work with, but the communities who relied heavily on the military bases for economic stability. As expected, many in Congress who had a base in their district on the BRAC list, suddenly wanted to do everything they could in order to keep the bases up and running. It was originally estimated that the base closures would have an effect on the population of the town through lost jobs, lost sales

Critical Thinking, Apple Inc.

APPLE INC 2 Voted as the most innovative company for three consecutive years during 2006-2008 and voted as America’s number 1 most Admired Company (McGregor, 2008), Apples faces a major challenge to continue growth at this level. Describe two factors you think Apple should consider as the company develops long-term strategy for growth. I think that as Apple continues to move forward with out the guiding force that was Steve Jobs, they have to consider the impact that competitors are going to have on their market share.There are now several competing devices similar to the iPhone, iPod, and iPad in the market place now. Apple will have to continue the tradition of innovation, and homegrown product development to stay on top. With new leadership, comes new ways of doing things. Even though the new CEO of Apple inc, Tim Cook is a Steve Jobs protege, he will have his own style, and it remains to be seen how much of an impact that is going to have in the future. For the moment Appl e seems to be doing just fine. Current earnings over this period a year ago are up. (Apple Inc. 2012)If Apple were to build a balanced scorecard, what two objectives do you think should be included in the learning and growth perspective? â€Å"In a knowledge-worker organization, people — the only repository of knowledge — are the main resource. †(Balanced Score Card Institute, 2012) Apple should continue to ensure the professional development of its managers and engineers. The talents of these people have brought Apple to where it is today. Product development should be another objective. Apple inc. has been doing things right (for them) for quite awhile now.Their ability to innovate, and develop products that are simple to use has been one of the keys to their success. APPLE INC. 3 References: Balanced Score Card Institute. (2012),Balanced Score Card Institute- A Strategy Management Group Company Retrieved June 10, 2012 from: http://www. balancedscorecard. org/ BSCResources/AbouttheBalancedScorecard/tabid/55/Default. aspx Apple Inc. (2012) Apple Inc. Retrieved June 10, 2012 from: http://www. apple. com/pr/library/2012/04/24Apple-Reports-Second-Quarter-Results. html

Class Evaluation

To be honest, I think the class was organized just right even though it was a very fast course. It seemed like we covered a lot of ground in just few months. I feel like I got more out of this class than I have in some of the other classes I have spent entire semesters in. I also found it helpful that there was some variation in the assignments. From the assignments and researches, I achieved a great deal of understanding about critical thinking, writing a correct sentence and most of all realizing the different thoughts from different people in the class.People have their own opinions in every worked paper we have done which helps me to realize that people have different believes concerning different issues. I respect every once opinions and am happy that I took them as a good knowledge gained. I just wish I would have taken a class like this sooner! The research and actual writing process just seems so much easier once you break it down. As this is my first semester, I experienced a lot of learning experience. I hope I can use the little knowledge I gained from this class to the next classes coming my way.After taking this course, the process for writing a paper seems so much easier. It is  just a matter of learning the right techniques for finding sources and actually writing the paper. I know that I will definitely use what I have learned in the near future. I believe everybody in this class is cool, smart and each of you has a great potential in life and I hope we all achieve the same goal we pursuing in life. And hope we put what we just learned from this class into a great used. Thank you so much Dr. Lumpkin!This class has been one of the most helpful classes I have ever taken. Before taking this class, I thought I knew the proper techniques for writing a research paper, but was I wrong. One of the most helpful aspects of this class has been the fact you always want us to understand about the research. The way you teach the parts of speech was so aweso me. What I really like about it is your verb agreements! At least it helps me to realize correct pronunciations of a sentence which is a great advantage and I know that’s your main motive.I believe you excellent. You are just not a good lecturer but a good mother. I said this because you were not just there to discuss about the subject but about life in general. You shared most of your life experience with the class and I am so very happy you did. You are always in a good mood whenever you come into class and this makes me confident to participate in class discussion which I am so happy of. Am just glad I had you as a lecturer all thanks to Wayne county community college.