Coke vs Pepsi Essay

In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his backyard. The name was a suggestion given by John Pemberton’s bookkeeper Frank Robinson (Anonymous, 2001). Birth of Coca Cola Being a bookkeeper, Frank Robinson also had excellent penmanship. It was he who first scripted â€Å"Coca Cola into the flowing letters which has become the famous logo of today. The soft drink was first sold to the public at the soda fountain in Jacob’s Pharmacy in Atlanta on May 8, 1886. About nine servings of the soft drink were sold each day. Sales for that first year added up to a total of about $50. The funny thing was that it cost John Pemberton over $70 in expanses, so the first year of sales were a loss. Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine as well as the caffeine-rich kola nut. In 1887, another Atlanta pharmacist and businessman, Asa Candler bought the formula for Coca Cola from inventor John Pemberton for $2,300. By the late 1890s, Coca Cola was one of America’s most popular fountain drinks, largely due to Candler’s aggressive marketing of the product. With Asa Candler, now at the helm, the Coca Cola Company increased syrup sales by over 4000% between 1890 and 1900 Robinson (Anonymous, 2001). Advertising was an important factor in John Pemberton and Asa Candler’s success and by the turn of the century, the drink was sold across the United States and Canada. Around the same time, the company began selling syrup to independent bottling companies licensed to sell the drink. Even today, the US soft drink industry is organized on this principle Robinson (Anonymous, 2001). STRENGTHS AND MARKETING STRATEGIES THAT ACCOUNTS FOR ITS SUCCESS: 1. COKE’S BRAIN BRANDING: Somehow, Coke has created a brand that its fans believe in and identify with. The brand unlocks a treasure trove of brand reinforcements that have little to do with the taste or quality of the product. And it was this effect that Coke turned its back on in the introduction of New Coke in 1985. It’s this untapping of brand beliefs we have to keep in mind when we talk about branding and search. With search interactions, the appearance of a brand can unlock belief structures just as strong as Coke’s (Anonymous, 2011). Absent a brand, consumers will choose on price. When a known brand is included, consumers will add their perception of the brand to the decision-making process and judge accordingly. So to increase the chances that your product or service is selected, make sure you have a strong brand with which people can identify themselves. Coke is a brand which has been endorsing brand personalities since its birth, indeed the brand personality most of the people run after. Its slogan says, â€Å"opens happiness† which is something that makes people think that they can actually have a good time sitting with friends and family while having coke through get together (Anonymous, 2001). 2. TASTE: * Coke’s flavor, which is slightly bitterer and less sweet, is easier to drink over long periods of time. So consumers are more likely to order a second Coke in a sitting than they are a second Pepsi. Also people like coke because it doesn’t take away the food you are drinking coke with like water instead gives a complimentary taste along the food which people like. * One research shows that people like coca cola because It’s the sugar rush and the caffeine as well as the refreshment factor. * It also is laced with cocaine (not since the early inception of coca-cola) * It’s addicting and its better than water and affordable (Delany, 2012). 3. QUALITY OF THE PRODUCT: * Coke is known for its exceptional quality and superiority in product value, the Company possesses quality certification from various local and international standards. 4. MORE EMOTIONAL BRANDING Many of the big Coke ad campaigns involve warm and fuzzy imagery: A jolly Santa Claus, adorable polar bears and nostalgic paintings. Studies have shown that these types of images cause people to feel more warmly toward Coke and thus be more likely to reach for the red cans instead of the blue ones at the store (Delany, 2012). 5. MORE HIGH PROFILE MARKETING CAMPAIGNS With highly visible spots on top-rated shows like â€Å"American Idol† and the Super bowl, Coke gets its brand in front of more people. In the last few years, Pepsi has opted for less traditional campaigns that have not had huge payoffs. People would definitely go for the product sponsoring their favorite TV shows when there’s a choice and competition between 2 products (Delany, 2012). OTHER FACTORS WHICH INDIRECTLY PROMOTE COKE CONSUMPTION: * Transportation fleet of 77 bulkers as well as 2 ship loaders for efficient transport of concentrate, this accounts for the quick and efficient reservoir filling of coke in different countries and boasts the consumption level. * The economy of scale enables the company to maintain overhead cost and provide an edge over other competitors due to lower fixed cost per ton. Operational process cost is constantly observed for escalating efficiency and reducing cost. * Strong network of around 200 countries, positioned at strategic locations throughout the world, has enabled the company to create a remarkable distribution system and access to markets at even the remote parts of the country. * Marketing communication options that makes the brand known to the people and set higher standards to be achieved. 1. Advertising 2. Promotions 3. Event marketing and sponsorship 4. Public relations and publicity 5. Personal selling * Categories of advertisement coca cola uses to promote sales and benefits: 1. Television 2. Radio 3. Print 4. Direct response 5. Interactive: websites and online ads 6. Place advertising: billboards, movies, programs, airlines, product placement and point of purchase advertisement. These advertisement strategies has some influence on the consumers which affects the promotion and sales the product choosing the right themes of ads and identifying the right target audience in the advertisement is what makes coca cola a superior brand over other competitors. Brand personality and themes of advertisement that suits the target audience is indeed that makes the consumer try the brand and then stick to it (Anonymous, 2011). * CONSUMER RELATIONS Throughout 2012, Coca-Cola contributed $1,700,500 to a $46 million dollar political campaign known as â€Å"The Coalition Against The Costly Food Labeling Proposition, sponsored by Farmers and Food Producers†. This organization was set up to oppose a citizen’s initiative, known as Proposition 37, demanding mandatory labeling of foods containing genetically modified ingredients. As a result, there is a growing boycott of their products across North America. People started following the brand and it benefitted the company (Anonymous, 2011). * FEASIBILITY TO EMPLOYERS: Coca cola company provides its employs with a wide range of feasibility which keeps them entangled into loyalty towards the company and to work in transformational terms rather than transactional. For example employee working in coca cola gets amount on which they started the job* no of years of his service, when they leave the company irrespective of whether they have been fired or given the resignation. For example an employee who worked for 10 years and with a starting salary of 80,000 rupees would get 8 lakh rupees when he would step out of the company along with his working experience. KO graduate gets an experience based degree in supply chain which can only be attained while working in the coca cola company. It is an experience base degree not yet accessible in Pakistan’s any institute or university, so working in coca cola not only provides its employees with monetarily benefits but also some experience based skills which are beyond the level of skills and accomplishments that other companies provides. Since KO graduate’s degree is inaccessible in Pakistan’s any university yet, so employees holding it through coca cola company would have a upper hand on all the other graduates and likewise are preferred more in other organizations as compared to those who doesn’t have it. These benefits opens doors into the big corporate world for employees. This is one strategy used by coca cola to keep the productive employees bound to the company and take the company far ahead toward the mission of the organization (Anonymous, 2011). * PARTICIPATION MARKETING: Participation marketing has witnessed tremendous growth in recent years as marketers are leveraging new media to build their brands through user-generated-content at a time when budgets are constrained (Anonymous, 2001). It is a thought not lost on Coke, which is turning to fans to help it double the size of its business by 2020. The soft drinks brand is looking to launch more collaborative product innovation projects with its customers, franchisees and bottlers as part of its ambition to become a less â€Å"secretive† company. Additionally, the brand is using its 50-million strong Facebook community to identify and support ideas that make people happy, a move the business is dubbing â€Å"the next step in fan culture.† STANDS AND POSITIONS: Coca-Cola has gone through a number of different advertising slogans in its long history, including â€Å"The pause that refreshes,† â€Å"I’d like to buy the world a Coke,† and â€Å"Coke is it.† COCA COLA in Pakistan claim in its slogan â€Å" OPENS HAPPINESS† is indeed true and fulfilled as it opens a way for family to sit in real time and chat while having coke. Children adore coke so they sit stacked for it. So do teenagers. The lyrics of the slogan are outstanding and so is the overall presentation! It charges you up in a charming, vigorous and vibrant way infusing positive emotions in your being with family and friends. People love coke (Delany, 2012). COCA-COLA OPENS HAPPINESS FOR CONSUMERS AND RETAILERS:| | | One of the world’s most iconic brands, Coca-Cola intimately understands consumer sentiment and how to influence their decision to buy, employing a combination of game-changing marketing savvy and retailer collaboration. Those winning in today’s marketplace understand the path to purchase can be influenced successfully through a deeper consideration of evolving consumer trends, and by working in partnership to make their brands relevant to shoppers (Anonymous, 2001).| IN MASS MEDIA: Coca-Cola has been prominently featured in countless films and television programs. Since its creation, it remains as one of the most important elements of the popular culture. It was a major plot element in films such as One, Two, Three, The Coca-Cola Kid, and The Gods Must Be Crazy among many others. It provides a setting for comical corporate shenanigans in the novel Syrup by Maxx Barry. And in music, in The Beatles’ song, â€Å"Come Together†, the lyrics said, â€Å"He shoot Coca-Cola, he say†¦Ã¢â‚¬  The Beach Boys also referenced Coca-Cola in their 1964 song â€Å"All Summer Long† (i.e. ‘Member when you spilled Coke all over your blouse?) Also, the best selling artist of all time and worldwide cultural icon Elvis Presley, promoted Coca-Cola during his last tour of 1977. The Coca-Cola Company used Elvis’ image to promote the product. For example, the company used a song performed by Presley, A Little Less Conversation, in a Japanese Coca-Cola commercial (Anonymous, 2001). SALES: According to the 2005 Annual Report, the company sells beverage products in more than 200 countries. The report further states that of the more than 50 billion beverage servings of all types consumed worldwide every day, beverages bearing the trademarks owned by or licensed to Coca-Cola account for approximately 1.5 billion (the latest figure in 2010 shows that now they serve 1.6 billion drinks every day). Of these, beverages bearing the trademark â€Å"Coca-Cola† or â€Å"Coke† accounted for approximately 78% of the company’s total gallon sales. Also according to the 2007 Annual Report, Coca-Cola had gallon sales distributed as follows: 42% in the United States 37% in Mexico, India, Brazil, Japan and the People’s Republic of China 20% spread throughout the rest of the world In 2010, it was announced that Coca-Cola had become the first brand to top  £1 billion in annual UK grocery sales (Anonymous, 2001). SALES CHART OF COCA COLA FROM 2001 TO 2010: Today, products of the Coca Cola Company are consumed at the rate of more than one billion drinks per day. Coca-Cola (KO) has more than 500 non-alcoholic brands, which the company is selling worldwide. The company primarily sells sparkling beverages; however, its portfolio of products is not limited to these beverages. Coca-Cola also sells water, juices and juice drinks, ready-to-drink teas and coffees, and energy and sports drinks. Coca-Cola is one of the most widely recognizable brands in the world, and the company is mature. Like any other mature company, Coca-Cola pays a substantial percentage of its earnings to its shareholders in shape of cash dividends. Prospect of healthy income stream and stable growth makes Coca-Cola an ideal investment for income investors (Anonymous, 2011). BIGGEST COMPETITOR: PEPSI The two most popular carbonated drinks in almost all countries of the world are Coke and Pepsi. At first taste, they may seem the same, but those who prefer one over the other can tell the difference between them. They are both made from the same ingredients and they both contain the same amount of calories. * ABOUT COCA-COLA The popular drink known as Coke has the longer name of Coca-Cola. It was first manufactured in 1886 by John Pemberton as a medicinal product that contained cocaine. The cocaine content was removed from the recipe in 1930. The ingredients in Coke are carbonated water, sugar, phosphoric acid, caffeine and natural flavorings. The source of caffeine in Coke is Kola nuts. They contain about 3% caffeine and this is what gives the drink a bitter flavor. A can of coke contains about 140 calories. There are varieties of the drink as well, such as Vanilla Coke, caffeine-free Coke, sugar free Coke and Coke Zero. There is a mystery ingredient in Coke that is called 7X (Delany, 2012). * ABOUT PEPSI Pepsi, also known as Pepsi Cola, was first developed in North Carolina in 1893 by Caleb Bradham. It was originally known as â€Å"Brad’s Drink† because of the creator. He invented the drink in his pharmacy as a digestive drink that would also boost energy levels. The name of the drink comes from the enzyme, pepsin, which is one of the enzymes in the digestive system. The company changes the logo of Pepsi on an annual basis. The main ingredients are sugar, phosphoric acid, caramel color, caffeine, citric acid, corn syrup and natural flavors and there are about 150 calories in a can of Pepsi. It contains a higher percentage of sugar than other black carbonated beverages. The same company also sells other carbonated drinks, such as Mountain Dew and Diet Pepsi (Delany, 2012). * DIFFERENCES AND SIMILARITIES BETWEEN COKE AND PEPSI Both Pepsi and Coke are black carbonated drinks that are served in restaurants and cafes as well as being widely available in stores. They are sold in cans and various sizes of bottles. They look the same and cannot be distinguished by color alone. Pepsi tastes a bit sweeter than Coke because it contains more sugar. Coke has more fizz than Pepsi and is a smooth drink because the fizz evaporates faster. Today the ingredients are almost the same in both, but in the early years cocaine was one of the ingredients in Coke. Pepsi uses more branding techniques than Coke does and it changes its logo every year. Coke still has the same logo. It contains a mystery ingredient called 7X, but Pepsi does not have any mystery ingredients (Delany, 2012). This table will better illustrate the differences between Coke and Pepsi: Coke| Pepsi| Not as sweet as Pepsi, is fizzier, but smooth| Sweeter than Coke and not as smooth| Has a secret ingredient – 7X| No secret ingredient| Has the same logo| Changes its logo every year| SUGGESTION: Pepsi needs to place more attention to its Frito Lay brands, when people buy coke or Pepsi soft drinks they compliment with chips or cakes. Pepsi shouldn’t worry bout beating coke with soda, let consumer buy coke, but make sure that same consumer drink that coke, with a bag of lays brand chips or cakes. And if the consumer prefers Pepsi, than it’s a complete win for pepsico. REFERENCES: Delany.D. (2012). Reasons Why Coke Is Better Than Pepsi. Retrieved February 18, 2013, from http://www.ehow.com/info_8121864_reasons-coke-better-pepsi.html#ixzz2LMKm6jHF Anonymous. (2001). The coca cola company. Retrieved February 20, 2013, from

Body Atlas Essay

Last meeting, we watched a film called body atlas. The film was about human body, bones, heart, blood, skin, reproductive system, and etc. It gives us a basic understanding of the parts and function of different systems in the human body. For example, the heart, it keeps our body alive because it pumps blood all around our body that contains oxygen. Heart has the main role of blood circulation in the body. Another important part of the body is the blood. It carries substances like nutrients such as amino acids and oxygen to the other parts of the body. It also contains white blood cells which are vital for the body’s immune system. From the film, one that strikes me the most was the reproductive system and how babies are made. We’ve all know the basic idea on how to make babies – man meets woman, they both get naked and have sex, and nine months later, a baby pop out. But from the film we’ve watched, it shows the step by step process on how the egg cell an d sperm cell meet and how is the baby created inside the body. When a man ejaculates, despite the millions of sperms cell produced and released , only one can fertilized an egg. If an egg cell meets up with a healthy sperm on its way to the uterus, the two can join and begin the process of creating a new life. The first 12 weeks of pregnancy, known as the first trimester, abound with changes and growth in the unborn baby. It takes up to two weeks for the process to be completed for you to become pregnant. In the 3rd week, sperm and egg come together to create a zygote. In the fifth week, though the unborn baby is less than 1/4-inch long, her brain, heart, spinal cord and other vital organs begin to form. The baby’s circulatory system also begins the first stages of development. Sixth and seventh week, Some of the baby’s basic facial features are now visible during the sixth and seventh weeks, and his heart begins pumping blood. Eight week, with legs and arms growing longer and fingers beginning to develop, also develops an upper lip and nose, and the nipples and eyes are visible. Ninth and tenth week, Bones begin to form in your baby’s arms, which now bend at the elbows. The baby’s toes also start developing, and his eyelids and ears continue to be formed. At the 10th week, your baby’s  head gets rounder, the neck begins to develop and the eyelids close to guard the eyes. At the 11th week, the baby ends the embryonic period and enters the fetus stage. The fetus begins to develop external genitalia. In the final week of the first trimester, the baby grows fingernails. After that, a new life begins.

Why Educators Should Do Research Essay Example | Topics and Well Written Essays - 1000 words

Why Educators Should Do Research - Essay Example Even though, the phrase reflective practice is understood and interpreted in diverse ways, reflective practice is considered as a way through which practitioners can form a wider level of self-awareness concerning the nature, as well as the impact of their performance. This is the type of awareness, which shapes opportunities for professional development and growth. According to Ash & Clayton (2004), awareness is vital for behavioral change. In order to gain a fresh level of insight into personal actions, the reflective practitioner imagines a dual attitude on one hand, the actor in a drama and, alternatively, the opponent who sits in the viewers watching and assessing the whole performance. In order to achieve this perception, people must come to an understanding of their own attitudes (Hartman, 2001). They need to develop a conscious awareness of their own behavior and its consequences and the theories-in-use or ideas, which shape their action strategies. A reflective practitioner, therefore, is someone who, at normal intervals, reflects on the work they execute, as well as the work procedure, and thinks how he or she can improve the work. He or she echoes on the work they have accomplished (Minott, 2009). A reflective practitioner is not happy to go on at the current standard, he or she wants to improve and they do not believe in the saying, ‘if it is not broke, then do not fix it’. Everybody ought to be a ‘reflective practitioner’, in essence, as in an educator’s case, when they are teaching various types of students. An educator needs to learn from the mistakes and experiences of others (Hartman, 2001). They need to look at what they are doing, as well as how other educators are doing the same thing and ask themselves whether anything be improved? Or whether anything can be done better? The plea to apply reflective practice for educators is that as learning and teaching are multifaceted, and there is not one accurate approa ch, echoing on diverse versions of teaching, and redesigning current and past experiences will lead to enhancement in teaching practices. As Minott (2009) confirms, reflective practice moves educators from their knowledge base of discrete skills to a level in their careers where they are capable of modifying their skills to suit specific situations and contexts, and ultimately invent new techniques. In applying a process of reflective practice, educators will be capable of moving themselves, and their classrooms, past current theories in practice. Minott (2009) concludes that educators should oppose establishing a classroom tradition of control and endeavor a reflective practitioner, constantly taking part in a critical reflection, therefore, remaining fluid in the active environment of the classroom. Personally, I cannot move forward with my work knowing that I have not achieved a certain goal or my students have not attained the mark they are supposed to as set by the standards of my school. I believe that students need to see their educator put it some form of effort towards them in order for them to assist put the effort needed to achieve academically. The effort I put, all the sacrifice is give, such a private tutoring without, has aided to the success of my career and also the achievement of my students academically. My sole duty as an educator is to make sure that my students succeed academically. This motto has not only assisted me into developing my knowledge, but also aided in the success of my classroom, as well as the reputation of my school. Part B In essence, everybody wants to be successful at what they do. The level of success depends just with the

Research Investigation Dissertation Example | Topics and Well Written Essays - 5000 words

Research Investigation - Dissertation Example The state-of-the art facilities and other tourism infrastructure including stadiums, malls and urban transportation have greatly promoted the tourist sector, registering economic strides, generating a powerful multiplier effect on the economy. This positive growth in the economy has helped solve Dubai debt crisis in the United Arab Emirates region. Government debt crisis has been at the verge of increasing with companies like Dubai World claiming that they need more time to repay their debt installments. However, the economic turn point in tourism development has greatly contributed in managing Dubai debt crisis. This study aimed at examining the economic impact of tourism in Dubai and impact on its debt crisis. The research involved the use of both qualitative and quantitative methods of data analysis. A survey in questionnaires that would compare with UK tourists and Chinese tourists to Dubai was conducted. The researcher interviewed approximately ten students with knowledge about the Dubai economy and tourism. The primary data and secondary data was collected, analyzed and interpreted in graphs and charts. Increased growth of Dubai tourism sector has positive impact on the economy, helping in managing the debt crisis. CHAPTER 1: INTRODUCTION 1.1 Rationale for Research Study Over the last three decades, Dubai’s economy was largely dependent and operated by oil and real estate, resulting to minimal sources of economic resources to drive the economy forward. Lack of diversification in industries to reduce the economic risks of a retrogressive economy and the economic powerhouse of Dubai should concentrate on diversified economic activities such as tourism, which will steer the economy forward and help reduce the economic crisis of Dubai especially on debt. The emerging global levels of tourism in the foreseeable future in Dubai are likely to contribute positively to Dubai economy, raising the economic gains of Dubai. Given the significant impact of touri sm on the economy of Dubai in a wider spectrum, accurate forecast of the demand for the tourism services is a fundamental aspect that will remain a key driver in alleviating and solving Dubai economic crisis of debt 1.2 Problem statement The study intends to address the key issue of economic significance of tourism plus its influence on the debt crisis of Dubai. The research will be embedded in addressing the tourism sector and demonstrating how progressive it has been for the past years and critically examine the economic value of it and bring out its importance in solving the economic crisis of Dubai’s debt. Unlike other Emirates of the United Arab Emirates, Dubai is not endowed with rich oil resources. Dubai in the process of attracting investors from around the world, developed and spent a lot of money on building roads and star hotels among other infrastructural developments to woo the international entrepreneurs. For various reasons, an economic crisis was evident with real estate investment collapsing. 1.3 Research Aim and Objectives 1.3.1 Research Aim The aim of this research study is to examine the economic impact of tourism in Dubai and its impact on its debt crisis. 1.3.2 Research Objectives The research will accordingly be directed by the following specific objectives. 1. To identify the tourism development of Dubai destination. 2. To identify the

Final Exams Term Paper Example | Topics and Well Written Essays - 1000 words

Final Exams - Term Paper Example 1. B 2. E 3. D 4. D 5. A 6. D 7. A 8. C 9. C 10. C 11. C 12. A 13. C 14. D 15. C 16. A 17. A 18. C 19. D 20. C 21. C 22. B 23. C 24. C 25. D 26. A Computation Section (Answer 6 Questions) Follow instructions in the Final Examination document. Answer all questions according to the instructions. Number each question here according to its number in the Final Examination document provided by your instructor. Show your work. 1. Solution: mass = 10 kg ; horizontal force (P) = 50 N ; frictional force (f) = 25 N By Newton’s Second Law of Motion: F = ma P - f = m*a ---? 50 - 25 = m*(10) ---? 25 = 10*a Dividing each side by 10 ---? a = 2.5 m/s2 2. Solution: (a) frequency = 3 cycles / sec (based on the given) (b) wavelength = 2 meters (given) (c) speed = wavelength * frequency = (2 m.)*(3 cycles / s) ---? speed = 6 m/s 3. Solution: First, find the rate constant ‘k’ ---? k = = ---? k = 0.2235 Applying A = A0 e –kt where A0 - initial amount and A - amount at any time (t , min) At A0 = 1.0 gram and t = 9.3 minutes A = (1.0) ---? A = 0.1251 gram 4. Solution: Since V = I*R where V = 6 V and R = 10 ohms Then, current I = V / R = ---? I = 0.6 Ampere and power, P = I2R = ---? P = 3.6 Watts 5. Solution: pH = - log [H3O+] = - log (1.0 x 10-5) ---? pH = 5.0 Since the pH is below 7.0 (neutral), then the solution is ACIDIC. pH + pOH = 14 ---? 5.0 + pOH = 14 ---? pOH = 9.0 pOH = - log [OH-] so that [OH-] = = [OH-] = 1.0 x 10-9 M 6. Solution: (a) Start balancing atoms other than O atoms 2 Ni + 3/2 O2 ---? Ni2O3 Then get rid of fraction coefficient(s) by multiplying each by 2 4 Ni + 3 O2 ---? 2 Ni2O3 (b) Start balancing with HF, then HBr F2 + 2 HBr ---? Br2 + 2 HF Essay Section (Answer 8 Questions) Complete these answers in your own words. Follow instructions in the Final Examination document. Answer all questions according to the instructions. Number each question here according to its number in the Final Examination document provided by your instructor. 1. How would you explain the difference between kinetic energy and potential energy? Give an example from the real world where potential energy is transferred to kinetic energy. Kinetic Energy (KE) is the energy associated to the body or object in motion whereas Potential Energy (PE) is the energy stored in a stationary particle or system based on its position, specifically height. One concrete example of conversion from potential to kinetic energy is an automobile at rest on top of a hill is driven down the slope so that it is set in motion which may vary over time when the driver decides to increase or decrease its speed. 2. How would you describe the differences between heat, temperature, and thermal energy? Give examples of how each term is used. Temperature is an intensive property and a measure of hotness or coldness of an object or body of particles. On the other hand, heat is referred to as an energy transfer that takes place due to temperature difference while thermal energy is r egarded as an internal energy of a thermodynamic system. Heat flows from a region of higher temperature to a region of lower temperature and without a change in temperature, no heat is shifted. As an energy established within the system, moreover, thermal energy may either increase or decrease when work is done by or on the system and similarly, when heat is absorbed by the system or released on the

Optical Communication and Networks Essay Example | Topics and Well Written Essays - 3000 words

Optical Communication and Networks - Essay Example The concept of wavelength division multiplexing (WDM) and DWDM has also been introduced. Finally, the latest trends in optical communication and networks are briefly explained. Optical communication system is similar to any kind of communication system, as far as the basics are concerned. The major difference in optical and other communication models is the additional requirement of a source (for conversion of signal from electrical to optical domain), receiver (for conversion from optical to electrical domain) and use of fibre as media in place of conventional copper wire or microwave. The use of glass fibre or optical fibre features a number of advantages that make it a formidable media, in comparison to others. One of the most important assets of optical communication is the availability of enormous potential bandwidth to the tune of hundreds of GHz. The potential cannot be fully harnessed owing to electrical domain limitation. However, technologies like WDM or DWDM are evolving to optimize the available bandwidth usage. Being fabricated from glass, the fibre does no have earth loop or interface problem as are evident in electrical media. The optical communication is immune to interference from radio frequency and electromagnetic radiations or EMP (electromagnetic pulses) as they act as dielectric waveguides. There are practically insignificant radiations from fibre which enhance security of signal in a communication system. Other advantages include low weight, small size, flexible, reliable, easily maintainable, low transmission losses and cost effective. The requirement for capacity is increasing at a fast rate in the present day networks. Growth of worldwide web and Internet are the primary causes for this increase. Every four to six months, the need is almost doubling. Available broadband access technologies like Digital subscriber line (DSL), cable modems etc. provide bandwidths of 1Mbps and 28 to 56 kbps per user, respectively. With online businesses company networks with their distant locations and the clients, the bandwidth requirement is will soon rise to level where, the only solution would remain to switch to optical networks. Optical networks can be broadly divided into two generations. The first generation optical networks were solely used to enhance capacity to stand alone communication links while; the second-generation networks encompass the issues of routing and switching. In the subsequent paragraphs we will discuss optical communication and networks with reference to the various components and devices in greater details. We shall initially cover the basic theory behind transmission, attenuation and distortion of optical signal in the fibre. Optical Transmission Basics Optical fibre acts as a cylindrical waveguide with an inner core and outer cladding of differing refractive index as shown in Figure 1, core refractive index being greater than clad refractive index. The light traverses in the core as well as in the cladding. To illustrate the transmission of light, let's consider ray theory. Figure 1: Structure of optical fibre (adopted from Senior, John M.) The refractive index of

Global Recession And Its Impact On Organizations Essay

Global Recession And Its Impact On Organizations - Essay Example Motor vehicle industry was one of the worst hit by the crisis. Some firms such as the General Motors in the US had to shut down some of its branches. According to Dullien, Herr, and Kellermann (2009), Organizations have been affected heavily by the world economic crisis. This has seen the organizations lose key players in the industry. Some firms have been forced to close down due to reduced sales. Epstein, Grabel, and Jomo (2004) give an example is the motor industry sector that recorded a decrease in sales compelling some firms to minimize branches. This other than low-profit margins result from the economic crisis which boils down to individuals rather than organizations alone. The effects of economic recession extended all over the world with the most vulnerable being the gas exporters to the United States. According to Flassbeck and Spiecker (2007), this owes to reduced trade levels such as real estate and gas and banking sector. The banks in the US decided to reduce loans available for individuals due to lack of confidence in the assets that they own. According to Ratha, and Xu (2007), what followed was panic and mistrust development in organizations. G-20 (2009) argues that the governments of affected states have made effort in making sure that corrective mechanisms are implemented with mitigation measures put in place KEA (2006) has details of organizations worst hit by the recession includes the large incorporate houses in the United Arabs Emirates where real estate sector became a victim of the circumstances. Construction and value chain were sectors that were no exemption from the crisis. ECA and APF (2008) demonstrate that tourism and hospitality recorded a significant level of reduced customers as compared to the previous years.

Contracts in Business Essay Example | Topics and Well Written Essays - 2500 words

Contracts in Business - Essay Example Consideration Either of the parties involved in a contract has to receive something valuable for the contract to be sealed. Therefore, in a situation where one promises a friend to give him a car and the giver refuses to eventually give the car to the friend, such a friend cannot go to court and sue him/her for not giving him that car. This is due to the fact that, the receiver of the car was not to give something of value to the giver in return to the favour. Thus, the price that is paid to the promise of the other is simply the consideration. Besides these elements, it is of essence to have a look at one of the most confusing elements of a contract that is often overlooked. That is ‘an invitation to treat’. (Smithies, 2007) Invitation to treat An invitation to treat is usually confused with an offer. This expression, â€Å"invitation to treat†, refers to the invitation or call for other persons to make an offer. Thus, some of what are usually perceived as offers is as a matter of fact, invitations to treat. Take, for instance, an advertisement for the sale of a sofa set. That advertisement is just an invitation to treat and it is upon the willing buyer to make an offer to the seller by requesting to buy the sofa. The advertising seller will in turn accept the request and this forms an acceptance of the offer. The payment for the sofa by the buyer marks his fulfillment of his part of consideration and thus, the advertising seller fulfils his consideration by delivering the sofa to the buyer. (Fuller, 2010 p180) The case to illustrate the issue of invitation to treat is as follows: Case: Fisher versus Bell (1960) Facts: This case is about a shop-keeper who had displayed a flick-knife, which had a ticket placed behind it which read â€Å"Ejector-Knife 4 shillings†. The Act of Offensive Weapons of 1959 was used to charge this shop-keeper for having the flick-knife being offered for sale. The Magistrates Court convicted him (the shop-kee per) and he appealed on a law point. He said that there can be no offer to sell, but buy only. Thus, the one who purchases makes an offer. Held: This was an invitation to treat (the display of the flick-knife for sale) and following this the Act was amended to read to say that it is an offence for a person to be found in possession or expresses intent to sell a flick-knife. (Blond and Petrillo, 2007 p208) The case provided involves HE Ltd which posted (on September 10th) an offer to dispose 10 laptop computers to GCS. The offer for sale included a price tag of ?300/Laptop and was open until September 24th. This offer for sale, as per the facts obtained from the aforementioned elements of a contract, is just an invitation to treat. GCS’s manager, Gemma called HE Ltd for an enquiry whether they would accept a 2-month credit and that signifies an offer to buy. On September 20th Bertie, HE’s manager refused to sell the laptops since the terms of sale stated otherwise and t his signifies a refusal to make an acceptance to GCS’s offer. The sale of the same laptops to Argon Electronics on September 22nd shows a complete contract. Therefore, the September 23rd offer to buy by Gemma would not be valid since the contract had already been carried out. Thus, no contract had existed before between HE Ltd and GCS. Question 2 To:

The rise and fall of Nazi Germany Term Paper Example | Topics and Well Written Essays - 1500 words

The rise and fall of Nazi Germany - Term Paper Example Before investigating how Nazis rose to power in Germany, it is important to understand the person who was instrumental in the rise of the Nazi and the Third Reich to power in Germany. In this regard, Adolf Hitler remains the most important person in the history of Germany since he defined the history of the country and that of the world. Born Adolphus Hitler â€Å"on April 20, 1889, in the small Austrian town of Braunau located at the border between Austria and Germany,† Hitler was the fourth child of his parents and the first child to live beyond two years (Giblin 4). Importantly, no one expected such an unlikely figure would become the successor to President Hindenburg since his parents were peasants although they lived a middle-class life. Nonetheless, Hitler’s upbringing and place of birth were instrumental in his quest of having Germany and Austria, two German-speaking nations, become one republic and joining each other in a single Reich. At the age of thirty-five years, Hitler sat in a German prison and dictated the book that became the blueprint for the Third Reich and his rise to power in Germany. Titled the Mein Kampf, the book starts with an outline of the important role that his birthplace of Braunau played in shaping his philosophy about uniting the two nations into a single Reich. In this case, the book starts with his narration of the important factor played by Hitler’s place of birth with Hitler noting that: Today it seems to me providential that fate should have chosen Braunau am Inn as my birthplace.... In this case, the book starts with his narration of the important factor played by Hitler’s place of birth with Hitler noting that: Today it seems to me providential that fate should have chosen Braunau am Inn as my birthplace. For this little town lies on the boundary between two German states which we of the younger generation at least have made it our life-work to reunite by every means at our disposal. . . This little city on the border seems to me the symbol of a great mission. (qtd. in Shirer 6). In effect, the introduction to Hitler’s blueprint outlined his desire to see Austria and German become one Reich. In effect, this contributed to his desire to join the army and fight the coalition of the British, Russians, and the French in the First World War. After Hitler’s discharge from military service on March 20, 1920, he left the military at a time when his star in German politics was on the rise. Hitler knew how to give moving speeches and he used this abi lity to his advantage in order to gain followers. In the same year, Hitler joined the German Workers’ Party and changed the name of the party the same year in order to have the party sound more impressive than it sounded. In effect, the party became the Nationalsozialistische Deutsche Arbeiterpartei (NSDAP), which people just shortened to the Nazi Party with the party starting its way to prominence in German politics (Giblin 29). Through moving and passionate speeches, Hitler managed to grow the membership of the Nazi Party to more than 3,000 members by the January 1921 (Giblin 30). In line with this, Hitler was able to make the people realize the importance of ensuring that Germany’s leadership was strong and did

Manufacturing Processes Assignment Example | Topics and Well Written Essays - 1500 words

Manufacturing Processes - Assignment Example This paper produces a report on the utility and application of these tools to a manufacturing environment specifically bringing out the necessity of applying these principles and also to evaluate the exact reasons why such an analysis need to be done at all. For the purpose of outlining the manufacturing process we take the example of paper production processes. For manufacturing paper wood, bagasse (outer stalk sugar cane), hemp straw etc are used. Normally the paper manufacturing is preceded by the pulping process where the raw material for example wood is made into pulp. Pulping processes are generally classified as chemical, mechanical or semi-chemical. The three chemical pulping methods are known as kraft, sulfite and soda. There are three steps involved the pulping; initial processing, washing the pulp and bleaching the pulp. At the end of the processes several Toxic Air and Water Pollutants like Volatile Organic Compounds causing damages to lungs tissues, Total reduced Sulphur with foul odors, Hazardous Air Pollutants causing respiratory and cardiovascular diseases, Adsorbable Organic Halides Chloroform, Dioxin and Furan are generated. (EPA Fact Sheet 1997) 3.0 Life cycle Analysis (LCA): "LCA is a technique [] compiling an inventory of relevant inputs and outputs of a product system; evaluating the potential environmental impacts associated with those inputs and outputs; and interpreting the results of the inventory and impact phases in relation to the objectives of the study" (ISO 14040:2006) This part of the paper deals with an important tool for assessing the impact of the manufacturing processes on the environment. According to O'Neill (2003) Life Cycle Analysis is a technique used to quantify the environmental impact of products during their entire life cycle. The different parts of the life cycle are examined from raw material extraction, manufacture, transport and use through to waste processing. The publication of Environmental Technology Best Practice Programme envisages that LCA can be used to evaluate the environmental performance of processes, products and services1 from 'cradle to grave' and identify potential cost savings. It is relevant to most, if not all, industrial situations where a product is manufactured or a service provided. The figure below illustrates the life cycle stages: Karolina Flemstrom et al.(2004) opines that the effects of product or services considered in LCA are overall potential environmental impacts e.g. global warming, stratospheric ozone depletion, acidification, photochemical oxidant formation, toxicity and eutrophication, of all resources used and waste generated in a defined technical system. To conduct an LCA it is essential that the following three interrelated components are identified and addressed during the LCA process: Life cycle Inventory: is the process of quantifying energy and raw material requirements, air emissions, waterborne effluents, solid waste

Some Factors That Lead to Success in College Essay Example for Free

Some Factors That Lead to Success in College Essay What should we do to make a good impression at a job interview? Last year, my cousin, Jake, went to a bank to apply for a job. As you know, when you apply for a job, you must be ready to answer a lot of question. Some of the questions that an interviewer may ask you include: educational background, previous jobs, and salaries you earned. The problem with Jake was that he was not prepared for the questions. The interviewer asked Jake a lot of things that he could not answer. Because Jake was not prepared for the interview, he did not get the job. If you do not want to be in that situation, you may want to follow these steps. As you can see, it is necessary to be well prepared for the job interview. Having the answer ready, being properly dressed, and being on time can all help to make a good impression on the interviewer. If you follow these steps, you will soon find yourself sitting behind the desk at that coveted job. Topic:Career you choose after leaving school October 21st, 2010Leave a comment Go to comments Career you choose after leaving school What career would you like to choose after leaving school? (Teacher) Today, it is not easy to choose a career. Hundreds of students pass various examinations every year and compete with one another for positions in the various professions which are not so many as there are applicants. I would, however, like to choose teaching as my career. There are several reasons to consider teacher an interesting job. Being a teacher, we have to learn more. If we teach History or Geography, it is important to read many books to make our teaching lessons more interesting to our students. We therefore gain more knowledge of the subjects that we teach than what we can get from the text books. A large amount of text books for the subjects we teach are not likely enough to help us to become an exciting teacher. In other words, a good teacher often reads many other books which are not related to the subjects he or she is supposed to teach. The large extent of knowledge on different fields make students admire the teacher and love the subject of which he or she is in charge. A teacher has to speak well and clearly so  that students can be able to understand instructions and lectures. This would be a motivation to improve our powers of expression. Even our pronunciation of words will be much better. Moreover, a teacher has more free time to read, learn and take some examinations to acquire more qualifications. Finally, as a teacher we are respected as educated persons. Others will show their respect to teachers and have their great regard for them and opinions that teachers give. For the reasons mentioned above, being a teacher can help me to live a happy meaningful life.

Attitude towards environment and green products

Attitude towards environment and green products There has been a rising concern on environmental issues worldwide nowadays. Ministry of foreign affairs statistic shows that over the years, the temperature has been rise because of carbon dioxide trapped and green house gases have affected the global climate. This change will affect the people live all over the world. This also includes access to water, health, food and the well being of the environment. Todays consumers have started to realize that their purchasing behavior actually cause a huge impact to the environment. Therefore, companies should practice offering environmentally friendly products and service to people to prevent this world become worse. Although, Malaysia has undergone an excellent development followed governmental efforts to attract foreign investor to come and invest for a green product development in Malaysia, the practices of environmental responsible behavior are still low among Malaysian consumers. An example of the lack of environmental responsible behavior is shown in an article in Bernama whereby garbage thrown by one of the state in Malaysia residents is the main cause of river pollution in the state. According to a survey which was conducted on line by global market insight and information group, on the aspect of eco-friendliness of habits and behaviors only 8% of Malaysian respondents responded that they have changed their behavior in a greatest deal to benefit the environment. In addition 83% respondents reported that their views on a companys and their Colleges friendliness to the environment would influence their purchases of products and services. Studying the determinants of generation-Y consumers green purchase behavior will be definitely benefit green marketers. Generation-Y (also known as a millennial) is defined as A label attributed to people born during the 1980s and early 1990s. Members of Generation Y are often referred to as echo boomers because they are the children of parents born during the baby boom (baby boomers). Because children born during this time period have had constant access to technology (computers, cell phones) in their youth, they have required many employers to update their hiring strategy in order to incorporate updated forms of technology. In a simple word, generation-Y grew up with a technology and relies on those things to perform their job and their task. In addition, when going through a literature review in Malaysian context, there are still a gap existed between environmental knowledge, intention and behavior towards green product. [Said et al. (2005)]. Even though people that have vast knowledge about green products are not necessarily would buy a green product. Therefore, factors those determine and affect Generation-Y to purchase a green product would be worth to find out. 1.1 BACKGROUND OF THE RESEARCH Environment is defined as what surrounds a thing or an item or in other words it means the surrounding. It could be a physical element which is physical environment, that includes the built environment, natural environment such as air, water, land, atmosphere and etc or it could be human environment where people surrounding the item or thing which also known as the social environment. Today environment is getting worst and worst. Many environmental issues arise. Environmental concerns have been growing in recent years. One of the examples of environmental issue is global warming. Global warming and climate change refer to an increase in average global temperatures. Natural events and human activities such as burning garbage and waste are believed to be contributing to an increase in average global temperatures. This is caused primarily by increases in greenhouse gases such as Carbon Dioxide. The greenhouse effect keeps the earth warm when functioning normally. For the first time in h istory, human activities are altering the climate of our entire planet. According to (Jack, 2010), in less than 2 centuries, humans have increased the total amount of carbon dioxide in the atmosphere by 25% from the burning of fossil fuels and the destruction of forests. In addition to the natural fluxes of carbon through the Earth system, human activities, particularly fossil fuel burning and deforestation, are also releasing carbon dioxide into the atmosphere (The Carbon Cycle; the Human Role, Earth Observatory, NASA). Green product is define as a product that produce limited carbon footprints; they may require fewer resources to produce, consume less energy or emit fewer hazardous emissions. Green product is also a product that is non toxic, water-efficient, and also recyclable and biodegradable. There are many green products that have been produce for people in the market. For example, a household cleaner. Nowadays its nearly impossible to go shopping without finding a plethora of products that claim to be environmentally and consumer friendly. Oddly enough, many cheap and eco-friendly substances, such as vinegar, have been used for years as home cleaners. Whether you buy a green cleaning product at a store or use something on hand in your pantry, you can reap the benefits of choosing products that are gentler on you and the environment. Phosphate-free dishwasher and laundry detergents are also consider a green product because they do not discharge environment-damaging phosphates into waterways. Other examples of green cleaning products are those labeled certified biodegradable; these have passed several stringent tests relating to biodegradability and environmental impact conducted by an independent certifying agency. According to Consumer Reports, the certified biodegradable label is more meaningful than a general biodegradable label. Glass and metal cleaners, kitchen and bathroom cleaners, and laundry detergents are products that might carry this label. The rationale for going green is twofold. Clearly, the positive effects on the environment are a key driver for purchasing green product. Green product provides myriad environmental benefits. They can replace toxic materials that may be harmful to people or animals. Also, some products save energy and water, while others limit solid waste and manufacturing releases. Green products create a healthier environment for people through reduced exposure to cleaners, solvents, paints and other hazardous substances. Green product also can reduce allergies. Many families find that their children are suffering from allergies, even though their family history does not necessary say that there are no allergies. In some situations, chemicals found within cleaning products contain allergens. Bleaches, toxic cleaning sprays and other chemicals used to clean the home commonly contain a variety of ingredients specifically able to cause or trigger allergies in people. Generation Y are the cool generation, they embrace brand and live in the new world of digitize communication. Thus that might be interesting to find their perception and their level of awareness towards environmental issues that the world is facing nowadays. Gen Y has grown up in a very structure, busy and over planned world. Also, Gen Y is made up of confident, optimistic young people who feel valued and wanted. In a article of science daily, Gen-Y is a people that will go all the way when it comes to saving the environment as long as it benefit to world economic and environment. They are maturing into a pragmatic generation that wants to do the right thing for the environment but also has real economic concerns 1.2 PROBLEM STATEMENT Consumers or practically customers are the sellers and buyers that boost the countrys economy. Therefore, many firms are actually putting many efforts in order to attract more customers because these customers create businesses opportunities and generate profits to them. As the world nowadays facing so many problems regarding to an environmental issue, the consumers and their attitudes or behaviors to purchase a green product are the important factors to be considered. Consumers nowadays have more choices due to the effects of globalization. They will prefer the function of the product rather than the brand or whatsoever to ensure a healthier future. To determine the current level of Gen-y consumers preference towards the green products. To determine what are the determinants or factors of Gen-y consumer preferences towards the green product. To determine the consequences or effects of Gen-y consumer preferences towards the green product. To determine consumer level of awareness of Gen-y consumer towards green product. 1.3 RESEARCH OBJECTIVE Awareness towards environmental issue that the world nowadays facing play a major role encourage people to purchase a green product. Thus, this study is attempts to relate on the various variables that influence consumer especially generation-Y to purchase a green product. The objectives are as the following: * To study the factors affecting the consumer especially Gen-Y to purchase green product. Gen-y is a new generation and It is crucial to understand as they are more advance and modernize. Thus, several researches have been conducted in order to understand consumers in a way that how they behave, and what are the factors that cause them to behave or react to the responses of the products. Leading factors such as price and quality are always the top concerns to the consumers. Product attributes will moderate the effects of price on quality judgments. Partial of the consumers may focus on buying low prices goods and neglect the quality of the products. This group of consumers takes the price as a measure of sacrifice. For instance, consumers take the price served as the benchmark for comparing utility gains from the quality of the product. One the other hand, some portion of the consumers will be willing to pay a premium price for the quality and function of the products, as they are very sensitive to the signals of the quality of one product. Thus, it is hope that this stud y will contribute further to the understanding of factors of price and quality that may lead to the consumers prefer for a green product * To understand the awareness level of people about Go Green campaign. Nowadays, there are many environmental campaign have been organized by a government and private sector. This campaign is aim to encourage people to more concern about the environment. Thus, it is hope that this study will explore how people react to a environmental campaign and what is their level of awareness about the awareness campaign. * To examine the benefit for people involvement in Go Green program. We might be asking, how we will benefit from getting involved in this environmental campaign. Well, recently there has been an increase in events directly related to the availability of natural resources. For example energy shortages that resulted to load shedding, change in weather patterns and water shortages. As a result, civil society is recognizing the need to manage our natural resources more effectively and responsibly. In doing so, we can ensure positive effects on our health, quality of life and even the cost of living. Thus, this study will help people to getting known more about what they will gain if they participate in the environmental campaign. *To discover what consumer perception towards green product. In curiosity to identify what are the main components or criteria that consumer especially gen-Y are looking forward in order to purchase a green product. It is true that each and every one of us are special and unique in the way we are, thus, every consumer has their very own perception in purchasing a green product. Different people from different backgrounds may have different perceptions on these products. In addition to that, different demographic groups may have different perceptions to this kind of product as well. Thus, this study will help to identify whether the consumer especially gen-y prefer to buy a green product or not to safe a mother of earth. 1.4 SIGNIFICANCE OF STUDY This study is crucial as there are a lot of green products have been selling nowadays. Obviously, when we talk about green product, the price for that particular item might be so expensive. The study on factors affecting consumer especially Gen-Y buying a green product may allow us to know in depth why are previous efforts taken does not produce as it is thought it would be. Based on the study conducted, motivations towards the environment, knowledge on green product, social norm, awareness and self-image have an impact on the consumer especially Gen-Y buying a green product. Government may need to enhance its program in educating people green product. New and more interesting Go Green program and method is a definite necessity in motivating people to increase their interest/awareness on a green product and indirectly motivates them to purchase it. 1.5 SCOPE OF STUDY The research focus on students in Multimedia University (MMU) Melaka campus and teenagers from outside the campus which comes from various demographic backgrounds such as the faculty, ethnicity and nationality. The focused respondents are a great resemblance on the exact population in Malaysia. 1.6 ORGANIZATIONAL OF RESEARCH 1.6.1 Chapter 1: Introduction Regarding this chapter, it introduce the background of this research such as why do people as a consumer buy a green product. Thus, this will create a strong preference among the gen-y consumers locally and abroad to consume and purchase green products. These sections will explain in details in the of consumers preferences from the Malaysian perspective and as well from the global view for green products. This chapter also recognized the problem statement and the research objectives for this research. Finally, the justification of the research will help to justify the benefits and those who will gain in this research. Chapter 2 : Literature Review A thorough study will be conducted on the dependent variable and independent variables. The main purpose for this chapter is to weigh the pros and cons of the topic and to discuss in details on the ideas and knowledge concerned. In this chapter, every definition of the dependent variable and independent variables will be cited from the journals in order to strengthen every point mentioned. Several of arguments and various points of views from different authors in order to provide a stronger formation of each point can be founded in this chapter. In addition to that, this chapter explains the relationships on several independent variables relate to the dependent variables. 1.6.2 Chapter 3 : Research Methodology Research methodology is usually conducted after the thorough study of literature review. In this chapter, theoretical framework will be form to illustrate the relationships between the dependent variable and the independent variables. Hypotheses or a proposed explanation which were made on the basis of limited evidences will explain the relationships between two or more variables. All the hypotheses stated will be tested together with empirical data. This chapter also includes the description of the sampling data, data collections and as well as the development of the questionnaire for this research. Chapter 4 : Data Analysis After questionnaires are collected from all the respondents, then few tests will be conducted to test on the validity and reliability of the results. The responds of the questionnaires from the respondents are represented by a set of numbers that symbolize their own significant meanings. Whereas the tests that will be carry out are to analyze the responses from the respondents so that it will derive to a stronger conclusion at the end of this research. Chapter 5 : Conclusion This chapter will provide the final outcome of this research. Thus, the final results will be explained and we will be able to identify how the exact hypotheses that formed earlier are hold. Chapter 2 Literature Review 2.1 Environmental quality in Malaysia According to report from Department of Environment Malaysia, 2006, Malaysia experienced a short period of slight to moderate haze due to trans-boundary pollution from neighboring countries. Different states have the differed air quality status according to the geographical locations, the industrial and commercial activities, populated areas and the traffic conditions. During that period, especially in Klang Valley area in Malaysia was more prone to air pollution than any other areas. Statistic shows that, the air quality there was only good 23% of the time, moderate 70% of the time and the remaining 7% at an unhealthy level. As a developing country, Malaysia faced in a numerous challenge in ensuring a balance between development and environmental sustainability. Urban air and river quality, deforestation, household waste and hazardous waste are some of the major serious and worrying environmental problems faced by the country According to The Ninth Malaysia Plan (2006-2010) report, Malaysian government allocated RM510 million for cleaning, preserving and beautifying rivers; RM530 million for coastal management; RM200 million for reforestation; and another RM70 million for the management of wildfire and protected areas to ensure environmental sustainability and resource management. In a global environment article stated that, Solid waste is one of the three major environmental problems in Malaysia. It plays a significant role in the ability of Nature to sustain life within its capacity. Currently, over 23,000 tonnes of waste is produced each day in Malaysia. However, this amount is expected to rise to 30, 000 tonnes by the year 2020. The amount of waste generated will continues to increase. It is because due to the increasing population and development, and it will be only less than 5% of the waste is being recycled. Rivers represent the lease of life which pulses through the earth. It is a finite and only source of water. In Malaysia, there are almost 1800 rivers. Sadly, more than half of these rivers have been polluted and destroyed. Improper solid waste management contributes greatly to river pollution. Improper solid waste management also contributes to climate change decomposing waste produces methane and production of new products to meet demand emits greenhouse gases and utilizes natural resources. Therefore, a shift towards more sustainable consumption patterns is required. 2.1.1 Concern of environment There are many reasons and factors that affect consumer especially Gen-Y to buy a green product. According to Mostafa (2007), green purchase behavior or environmental friendly buying behavior is the consumption of products that are beneficial to the environment, recyclable or conservable, Sensitive and responsive to ecological concerns. Concern for the environment is perceived to be important in encouraging consumer to participate in green program and also buying a green product. Research finding suggest that, moral concerns determine several curtailment behaviors (Goldstein et al., 2008; Hage et al., 2009). However, studies on the influence of moral concerns on consumer high involvement buying decisions with environmental implications are rare (Thà ¸gersen, 2005). This is a problem since overlooking an influential determinant might hinder or delay successful diffusion of environmentally friendlier products and innovations. Consumer identify environmental protection as a priority fo r governmental policies and this interest has led to an increase in ethical production-for both consumer and non-consumer products ( Finisterra do Paà §o et al., 2009). Sensitivity to environmental issues shifts consumer behavior towards supporting the growth and diffusion of green marketing and ecologically-conscious consumer behavior including: consumer preference for greener firms, increase in demand for greener products. (Alsmadi, 2008; Finisterra do Pacao et al.,2009) found that greater awareness of environmental problems, increased media coverage, impact of major industrial disasters on public opinion, and the rise of pressure group activities are among the factors driving environmental concerns. 2.2 Green marketing Grant, John.(2008)define the green as a brand that that offers a significant eco-advantage over the incumbents and which hence appeals to those who are willing to making green a high priority. Soonthonsmai (2008) defined a green marketing as the activities that have been action by firms that are really concern about the environment by delivering the environmentally sound goods or services to build and create consumers and also societys satisfaction. Other definitions of green marketing as proposed by marketing scholars include social marketing, ecological marketing or environmental marketing. Harrison (2008) proposed green marketing strategy by firms through positioning the environmental benefits of green products to consumers mindset to influence their purchasing decision. Peatitie (2007) and Welford (2000) defined green marketing as the management process responsible for identifying and satisfying the requirements of customers and society in a profitable and sustainable way. In rea lity, companies that are going to pursue green marketing encounter various challenges mainly from the variability of demand, un-favorable consumer perception and high cost (Gurau and Ranchhod, 2008). The most key concern lies in an understanding of green consumers and their characteristics amd will help firm to enable and to develop a new target and segmentation strategies (DSouza et al., 2008). Dwyer (2009) defined green as the products to be designed, commercialized, and used which are capable of reducing sources of pollution and minimizing risks to human health and the environment. On the other hand, there are product sector speci ¬Ã‚ c examples of research on green buying process, such as food and household products (Vantomme et al., 2005) and clothes (Shaw et al., 2006) 2.2.1 Consumer preference on green product The dependent variable in this study is the factor that affecting consumer preferences for green products. Everyone in this Earth, play a major role as a consumer. Consumers are the main factors that boost a countrys economy. Each and every consumer has their very own perspective and preferences towards what they consume. Consumer from different demographic factors such as background and society may influence their behavior in making decisions while to purchase products. Thus, it is undeniable that consumers preferences and their perspective towards goods and services are hard to predict. DSouza et al. (2006a) found out in their research that consumers perception of green products did not influence by criteria such as packaging, label and ingredient of a product. The important finding from DSouza et al. (2006b) was that green consumers would rely more on their personal experience in using the product rather than evaluate a green product base on marketers provided information. Interestingly, this finding however contradicts to DSouza, Taghian and Lambs finding they found that consumers are getting environmental information from labels before deciding to purchase a green product. It is mean that, label are important to capture consumer impression to buy a green product. The importance of consumers has lead to many researches to be conducted in order to study on their behavior and attitudes towards what they perceived on the products. Barr and Gilg (2006) was found that green purchasing behavior was the least popular activity alongside activities such as recycling and habitual household activities. However, not surprisingly, green consumers do consider environmental factors when purchasing products, but engaged more frequently in activities such as switching off lights and recycling paper (daily activities). Wheale and Hinton (2007) suggested that amongst the population of green consumers there is a hierarchy of importance of ethical drivers in the purchase decision-making process. The environment was rated as the most important ethical driver during purchasing decisions. The finding from DSouza et al. (2006a) was if product is lower in quality, consumers would not have intention to buy green products even though they were always reading labels. Furt hermore, if product is more expensive, consumers might have intention to buy green products. Therefore, DSouza et al. (2006b) concluded from their study that consumers were not compromised to lower product quality. However, Rashid (2009) in his study stated that eco label is an important factor that would enable consumers to make the right purchase choice if faced with a situation that required their consideration of the environmental impact on a product that they wish to purchase. 2.3 Knowledge and attitude towards environment and green product Knowledge and attitude towards environment are very important to influcence consumer especially Gen-Y To purchase green products. There is a general belief among the researchers and also the environmental activists that through purchasing environmentally friendly products or green products, products with recyclable packaging or properly disposing of non-biodegradable garbage, consumers indirectly can contribute significantly in order to improve the quality of the environment (Abdul-Muhmim, 2007). The quality of the environment depends critically on the level of knowledge, attitudes, values and practices of consumers (Mansaray and Abijoye, 2005). Attitudes are the most consistent explanatory factor in predicting consumers willingness to pay for green products (Chyong et al., 2006). This means that price is not the main factor in preventing consumers from purchasing green products if they are pro-environment. Researcher also found that Influencing consumer behaviour is a complex and di fficult task requiring knowledge of its determinants. The most convincing support of the growing influence of the ecologically-friendly consumer is the increase in the number of individuals that are willing to pay more for environmentally friendly products (Bang et al., 2005). 2.4 Social norm and value perception influence consumer to buy green product. Studies have also investigated the effect social influence has affect consumer especially Gen-Y purchase green product.The interest in green initiatives is not expected to emanate only from external impositions and inducements but also from the internal sense of responsibility of a firm towards the society in which it exists. For green issues, such sensitivity is intensified by increasing environmental problems such as global warming and pollution. Such problems may also raise awareness and interest of a firm to behave in a more socially responsible manner and reflect an image of due diligence and commitment to sustainability. Green purchasing is primarily motivated by a certain degree of consumer ecological consciousness. Frey and Stutzer (2006) identify a number reasons behind environmental motivation: intrinsic motivations, altruism, internalized norms and social norms. Social norms lead individuals to take into consideration the opinions of the other members of society when choosing a green product over another: if they think that their acquaintances approve of green product purchase and disapprove of standard product purchase, there are encouraged to buy green products. (Ewing, 2005) stated that social norms are an important motivator of ecologically responsible behaviour. The strength of the normative influence of the consumers family and social groups on purchasing decisions depends on the characteristics of the product (e.g. luxury rather than a necessity). Value perception is the conception one has of oneself. Study in marketing influence on consumer purchase decision on green product, value perception was influencing green behaviours. This agrees to Lee(2008) finding value perception as the third predictor of her study. Apart from behavioral aspects, numerous studies have also looked at the relationship between demographic and socioeconomic variables and purchase green product involvement. Kinnear, T. and Taylor, J. (1973) stated that there has been no signi ¬Ã‚ cant link found between demographic segmentation and green purchase. This could be due to the notion that different groups of people relate to different parts of the environmental agenda Peattie, K. (1995). There have been contradictory results of younger and older age groups concerns about environmental issues Peattie, K. (1995). There is, however, a belief that environmental concern is directly related to a consumers level of education Balderjahn, I. (1988). Based on four surveys, Hines et al. found no relationship with gender. Chapter 3 Research Methodology 3.1 Overview Methodology is a system of methods used in a particular research. Research methodology normally comes after defining the problems and completing the thorough of the literature review. Research methodology which has been implemented to collect, investigate and as well as interpreting data obtained for the testing of the hypothesis will be discussed. Theoretical framework will be formed in this chapter in order to illustrate the relationships in between the dependent variable and independent variables. Besides that, hypotheses were developed and will be discussed together with the explanations in conjunction with the dependent variable and the independent variables. On top of that, plans of the sampling method, data collection methods and as well as the development of the questionnaires are included in this chapter. Finally, the data analysis and the hypotheses testing will carry out to analyze the responses from the respondents so that it will derive to a stronger conclusion at the en d of this research. 3.2 Theoretical Framework Figure 3.1 below illustrates a theoretical framework that shows the relationships in between the dependent variable and the independent variables. Knowledge Country Factors affecting Gen-y consumer in Malaysia buying a green product Attitude Social Norm Value Perception 3.3 Explanation of Framework The preferences of consumers for green products are subjective. Consumer from different demographic factors such as background and society may influence their behavior in making decisions while to purchase products. Whether they have a greater of favor to green products or to ordinary products are just hard to predict. Thus, it is undeniable that consumers preferences and their perspective towards goods and services are hard to predict. The importances of consumers have lead to many researches to be conducted in order to study on their behavior and attitudes towards what they perceived on the products. The knowledge, which is one of the factors that might cause preferences for consumers to make purchases for green products. The first thing that came across consumers mind is the brands and firms that produce a green product. Thus, the brand image of the company has help by providing hints to the consumers in summarizing the information from that certain product. According to Grunert (1993), knowledge of the benefits of a green products use on the environment may have an impact on whether or not that product is purchased and used. Besides that, consumers also prefer to purchase a green product with a lower cost. The attitude is another most influential factor in consumer preferences for green products. Consumers normally are not really aware about our environment issue nowadays. It is because they get less information regarding to our environment situation. Awareness towar

Media Management Towards National Security Media Essay

Media Management Towards National Security Media Essay INTRODUCTION War is fought with the will of the government, competence of the armed forces and the support of the nation Carl Von Clausewitz 1. A nations military security comes from the strength of its armed forces and the media is considered to be the watchdog of nation itself. With adequate knowledge of each others vulnerabilities and strengths, media and military can immensely benefit from each other. The fear of the military is that the media in their exuberance and hurry to take the truth to the masses might jeopardise their future operations. The main concern of the military is that of information, which could jeopardise a military operation or endanger the lives of the troops who have to carry it out, should not be published. The very first in any operation is to prevent any information of value falling in to the hands of the adversary, who in turn could utilize the same to his advantage. On the other hand, the media does not wish to be seen working under the influence of the armed forces and wishes to be totally independent in its reporting. The media play a crucial role in projecting images and moulding percepti ons in the realm of foreign and defense policies. It is through media that information is gleaned, perceptions shaped and policies articulated on such issues. Media continues to be a thermometer/barometer/ mirror of the society. Public support and national morale are powerful force multipliers in themselves which is moulded by the media. The impact of media, especially the visual media, on military operations is becoming increasingly important. Real time visual presentation can rapidly influence adversary, public and therefore political opinion. Thus media has a great role to play towards security of a nation. CHAPTER II METHODOLOGY 1. Aim. To study analyse the role of media in war and internal crisis situations, media as a force multiplier for armed forces and their interoperability towards national security. 2. Statement of the Problem. This dissertation aims at an in-depth study of the role of media during war and towards growing internal security situations and the inter operability with the armed forces. 3. Justification of the study. As future military commanders why do we need to study role of media in todays context? The reason is that media plays an important role in the national security. It is the fourth estate which acts as a watchdog to the nation. The information generated by the media can influence the people of the nation and mould the perception of a nation. While being transparent the media may compromise on information leading to false sense of realism or jeopardise operations. Media being a strong pillar of the society can help towards the security of the nation simultaneously not compromising on its basic role of transparency. 4. Hypothesis. Sensible and responsible Media reporting will ensure media not infringing into national security. Media is a force multiplier for the armed forces during war, internal crisis and peace. Media invariably form a major player in the security situations and inter operability with armed forces which will ensure synergized effort towards national security. 5. Scope. Media is a vast subject and how it can relate towards the national security, this paper only gives a brief overview of the role of media in the internal crisis situation and the recent developments relating to the issue and how military and media can work towards the overall security situation. 6. Methods of Data Collection. The data for this dissertation has been collected from large number of magazines, books, periodicals journals which are available in the DSSC Library. In addition certain web sites related to the subject were accessed on the Internet. Lectures given by eminent speakers at DSSC have also been referred to. CHAPTER III (FINAL) MEDIA IN INDIA 1. Media in India has been established since long and their contribution to the society and nation as such is commendable. Media in India has evolved from humble news print to the modern cyber media. Before going on to discuss about the media management and using media as a tool towards military operations to ensure national security, let us examine the media in general in present day India. The issue of internet will be touched upon superficially as it is a vast subject in itself. Defence journalism Looking at the history of news coverage of the war and internal crisis situation, it is quite evident that the news from the area of operation has always interested the mankind. Media these days has now assumed a status which it had seldom enjoyed earlier. Starting as an institutionalized approach to generate awareness and inform masses, media has become an instrument to govern our lives. A close scrutiny and study of Mahabharata would expose to us the nuances of battle that went on between the two adversaries and till date it remains a great testimony to what the quality of battlefield reporting analyses was during the epic period in India. If we were to identify a war correspondent in correspondingly modern India, possibly William Howard Russells name could be the first one to be cited as he reported upon the first war of independence in India in 1857.The coverage of the war and internal crisis in present day scenario has taken an interesting turn with the near real time to live co verage of the events showing pictures from the crisis zone instantly. Media has been playing a vital link to the rest of India on the ongoing insurgency/militancy in Kashmir and North East. Media coverage took an upward surge almost nearing a deluge during the Kargil conflict. Twenty four into seven channels began churning the battlefield in a hunt for not only the latest stories but a series of stories eclipsing the previous one thereby arousing public interest and forming opinions. Never had there been so much support to the war effort in the recent history as was evident during the Kargil conflict. Why did it happen the way it did-did media play a role in it? Do we expect the media to be as supportive during future operations as it was during Kargil? Would the part of media that is controlled and financed by people from outside the country continue to play the ball the way it did during the Kargil conflict? Today, the images of war, for that matter peace, can decisively draw the contours of a nations public opinion even before the authorities can confirm or repudiate the authenticity. Therefore, it is all the more essential to critically analyse the role media can pl ay and how best can it be optimized without compromising any of its essential elements. Press council of India 1. Press Council is a mechanism for the pres to regulate itself. The raison detre of this unique institution is rooted in the concept that in a democratic society the press needs at once to be free and reasonable. If the press is to function effectively as the watchdog of public interest, it must have a secure freedom of expression, unfettered and unhindered by any authority, organised body or individuals. But, this claim to press freedom has legitimacy only if it is exercised with due sense of responsibility. The press must therefore scrupulously adhere to accepted norms of journalistic ethics and maintain high standard of professional conduct. Where the norms are breached and freedom is defiled by unprofessional conduct, a way must exist to check and control it. But, control by government or official authorities may prove destructive of this freedom. Therefore, the best way is to let peers of the profession, assisted by a few discerning layman to regulate it through a properly stru ctured representative impartial machinery. Hence, the Press Council. 2. The Press Council of India was first set up in the year 1966 by the Parliament on the recommendations of the First Press Commission with the objective of preserving the freedom of the press and of maintaining and improving the standards of press in India. The present Council functions under the Press Council Act 1978. It adjudicates the complaints against and by the press for violation of ethics and for violation of the freedom of the press respectively. The Press Council is headed by a chairman, who has by convention, been a retired judge of Supreme Court of India. The council consists of 28 other members of whom 20 represent the press and are nominated by the press organisation/news agencies recognised and notified by the Council as all India bodies of categories such as editors, working journalists and owners and managers of newspaper, five members are nominated from the two houses of the Parliament and represent cultural, literary and legal fields as nominees of Sahitya Academ y, University Grant Commission and Bar Council of India. The members serve on the Council for a term of three years. The Council was last reconstituted on May 22, 2001. The Press Council of India has the following function:- To help the newspaper to maintain their independence. (ii) Medium of Media Role of Media 2. Role of media is that of mediation between the government and the people of the nation. Due to its responsibilities, media is the fourth pillar of the democratic India. After 63 years of achieving independence and quest towards becoming number one power of the world by 2020 through economic growth, the role of media is somewhat uncertain and putting a question mark on the Indian journalism. Before moving ahead we need to ask ourselves and think as to is Indian media playing the role for what it has been known that is the fourth pillar of the state? If not then what role media should play? The obvious answer to this question is that the media should be fair, reliable, impartial, accurate analysis/reporting and work in an integrated manner towards the overall benefit of the people of the nation. As far as news is concerned, media should analyse the news in a very rigid manner, how it has happened and what is the very existence of the news to go to the root cause of the problem inste ad of being biased to any facts and figures available of hand or floated by anybody. But the fact remains very often rather going deep into any problem, journalists are blindly accepting the news as truth which is being formulated and carefully manipulated by the evil elements and disseminate the same publicly. Well, the entire community of journalist s cannot be placed under suspicious category for the inappropriate reporting or misdeeds of few journalists. 3. Medias basic role is to inform, influence, entertain and help develop economy of state which involves news evaluation, analysis and assessment and finally dissemination. Newspapers have a dual role; it is a quasi public institution and a free enterprise and same holds good for the electronic media also. However when the media overlooks its responsibility to the people of a nation and lays more emphasis on being free enterprise that is the problem starts. Another problem is what news is worthy and what is not, and most important is what news need not be published or broadcasted is decided by whom? The journalist is neither to be considered as a detective nor a historian but as mediator in conveying its readers all about the event. Major General Winant Sidle of the US Army says, The appropriate media role in relation to the government has been summarised aptly as being neither a lap dog nor an attack dog but, rather, a watch dog. Apart from acquisition, interpretation and disseminat ion of news, role of media can be summarised as; to create public opinion and attitudes, act as watch-dog for citizens in terms of human rights issues and abuses by institution of power, inform public with events that are balanced and finally maintain national morale by responsible news coverage. The Constitution of India and Press Freedom 4. The Constitution of India, specifically in the chapter on Fundamental Rights, surprisingly, does not mention freedom of press. Later on, Dr. Ambedkar however had mentioned that being part of the guarantees of Freedom of Speech and Expression in Article 19 (1) (a) of the constitution it was not necessary to stipulate the freedom of press separately. Freedom of expression as mentioned in the Constitution implies all forms of opinions, thoughts, ideas and conviction and thus covers most of what is needed for the freedom of press. Censorship is no way covered in any provisions of the Indian constitutions. However during an emergency under the Indian Constitution, Fundamental Rights including Freedom of Expression and Speech stands suspended. The Article 19 (2) of the Constitution of India states that the freedom of the press can be restricted for reasons of sovereignty and integrity of India, preserving democracy and the security of the state, besides some other contingencies. 5. Freedom of the media in actual facts is tempered by hard ground realities such as power and influence of the ownership on editorial policies, commercial orientation of the media, government control over key resources such as newsprint, communications and advertisements. Very often media misuses the freedom given to it and it is evident from a number of issues. Media these days are more engaged in dramatization of an event or news rather than reflecting the informative part. More often, unnecessarily intruding into private lives/personal matters of the people and especially focussing on the distress victims and their families. Media has been in highlight for being involved in corrupt practices and favouring the publishers, political parties, business houses, religious institutions to name a few. Biased publishing, journalist and editor block some news while highlighting others for the reasons of there own. There have been instances where media play up regional emotions leading to s trong appeal and wide spread commotion. During reportage of war or any operations related to internal crisis situation, many a times media has show immaturity and is irresponsible in its reporting by sensationalizing and escalating the conflict. Police, politician and corporate can still be considered for double standards, but how can we expect the same standards from our journalist community. When one pillar collapses, the whole building is likely to fall down. Media being the fourth pillar need to be strong enough in breaking the ice and put forward news and make the truth distinct from ambiguous or falsehood which will entail death of social evil and the people of the nation and the state itself will live in peace. This is the responsibility than needs to be understood and taken up by the Indian journalism. Now, how they are going to shape, direct and lead the new generation of India towards to a peaceful nation as a whole is matter of time and the self awakening. Media ethics 6. Media both print and more so the electronic media plays an important catalyst in shaping the public opinions, sentiments and dogmas by promulgating accurate and desirable information and knowledge. Due to the vast intrusion of television news in public life, it has the power and can create an enduring impact on society, culture and security of a region. These days media is generally facing a qualitative crisis pertaining to the news disseminated by it and it seems as the news channels in India have their respective doctrine charted out presenting anything as news which leads to an departure from the ethical issues of journalism. They have metamorphosed themselves towards packaging of information and have adopted a policy of corporate culture wherein their basic motto has transformed from disseminating information to earning television rating points. With numerous news channels being beamed to our houses the thirst for the actual news by the public is not met due to lack of content , quality and authenticity which have deteriorated over a period of time. Electronic media in India has been irresponsible in presenting news and sensitizing crucial events without understanding and realising the impact and implications on the people and security of the nation. Investigative journalism is the in thing now where in the channels has become a self proclaimed investigating agency which to some extent is instrumental in bringing out the truth but slowly the channels are being used as a means of personal vendetta or gains by insiders as well as outsiders. 7. Media used to be known as the voice of common people and a medium to grab knowledge of the world. Media had over a period of time had built some ethics which was appreciated but with the rapid development, mushrooming of news agencies and requirement of growth it is loosing its credibility. Print media compared to electronic media was known for its accuracy and its ethics and with passage of time everything has become part of marketing and news turned into commodity. The so called free media talks the language of the agencies they are benefited from. The ethics which is being talked about is what should be written or shown and what shouldnt be. The overall aim should to add to society, nation building for a better tomorrow. Contrary to this, media coverage includes matters which are of no use to the citizen but surely for their own mileage. News is supposed to connect the world and not a soap opera in which media ethics, duties and purpose is lost. Reach of mass media 8. It is important for a country like ours to know the capabilities of available mass media facilities, readership, listener ship and viewer ship habits of the people to gauge the reach of media. But do we know when it comes to the reach of various mass media individually and in combination among the diverse population in the country. There many question which arises like how many in the country are exposed to or read newspaper, view television, listen to radio, surf internet, etc? Which one of the available media and how frequently? How many and who all read more than one newspaper, which one and where in India? During what period of the day and how frequently do the people watch TV and listen to radio? What is the duplication/overlap of programmes between different media and many more intricate questions like such will determine the influence the media will create in the people of a nation and gauge its reach. 9. In the year 2006, National Readership was carried out in India which is considered the largest survey of its kind in the world, with samples from 2,84,373 house interviews to measure the media penetration and exposure in both urban and rural India and obviously the readership of publications. According to the survey, today average urban adult is spending 44 minutes per day reading magazines and dailies. Readership of dailies continue to grow as compared to the previous year however there is a decline in magazine readership both in urban and rural India. Satellite television has grown in leaps and bound and has a considerable reach: TV now reaches 112 million Indian homes. Internet has also spread predominantly with a reach now exceeding 12 millions. Resurgence of radio cannot be ignored as its reach has increased to 27% of the population tuning in to any radio station in the average week, almost equaling the number of readers. This boom in media reach and penetration will play a v ital role towards national perception and national security as such. Media Ownership and control in India 10. In February 1995 in a landmark judgement, Supreme Court of India ruled that the airwaves are public property and no longer under government control. In 1996 a Broadcasting bill was formulated and an autonomous Broadcasting Authority was vested with regulatory powers. The ministry of information and broadcasting in June 1998 allowed private Indian satellite channels to uplink from India. With the media being liberalised entry of foreign media was eminent, now the question which comes to mind is; do foreign media impact the policy decisions, a tool of cultural imperialism, western business and foreign policy interest in turn hampering national security. The positive side may be in favours of foreign media on the ground of plurality, competition and readers right to know. Their influence will mould the perception of the population as they wield through their agenda. 11. It is very interesting to know as to who controls the various media entity in India and obviously it will stem out from the ownership. A very popular news channel NDTV, is funded by gospels of charity in Spain which supports communism. CEO of this company is Prannoy Roy who is related to Prakash karat, the General Secretary of communist party of India. CNN-IBN is funded by Southern Baptist Church with its branches all over the world with its HQ in US. Times Group which includes Times of India, Mid-Day, Nav Bharat Times, Stardust, Femina, Times Now (TV news channel) and many more is owned by Benet and Coleman. Star TV is managed by an Australian, who is supported by St. Peters Pontifical Church, Melbourne. Birla Group owned Hindustan Times have changed hands which is presently owned by Shobhana Bharatiya and working in collaboration with the Times Group. English daily, The Hindu started over 125 years has been taken over by Josua Society, Berne, Switzerland. The Indian express in which ACTS Christian Ministries have a major stake. There are many other regional news print who are privately owned by Indians which have more reach and impact in the rural, semi-urban and to some extent urban population. Regional TV network like Enadu is controlled by Ramoji Rao who has connection in the film industry. 12. The ownership explains the control of media in India by external agencies be it foreigner or Indian. The news will be biased by their owners and the product that filters down to the common man will distort. The result is obvious; we are going to be fed with tailor made news by the companies who are holding the strings. Media responsibility 13. Freedom of press might have potential unintended effect while engaged in the internal crisis situation especially when considering modern media as a force multiplier. Many a times the media is in an awkward position when it is covering terrorist events. Medias role to protect the societys right to know comes in direct conflict with the states (military, law enforcement and investigating agencies) mission is to protect and serve, and maintain order when covering internal crisis situations. The precarious balancing act that the press faces while covering terrorist incidents is like having censorship on one side of the weigh scale and freedom on the other side. During internal crisis situations, press needs to be always vigilant about balancing their freedom relating protecting the peoples right to know against their responsibility to play a constructive role. The more the freedom and accuracy goes into reporting, the more the coverage favours the terrorists and vice versa. Issues f acing the governments and media outlets before, during and after a terrorist incident need to be closely examined by both the agencies towards dissemination of information which will strike a balance. The terrorist and governments agendas tend to dramatically oppose, while the media position is often judgment call. Media is a force multiplier stuck in between complete censorship and total freedom of the press. It is important that the media continues to play a constructive role during times of local and national crisis but it is also critical that the media be allowed to continue to provide a counterbalance. CHAPTER V MEDIA MANAGEMENT Embedded journalism 1. Before discussing embedded journalism it is important to expound upon the two categories of media reporters, embedded media and unilaterals currently present on the battlefield. Embedded media live with a military unit, only after undergoing training prerequisite to proceeding on to the area of action. The embeds are taught with the fundamentals of the armed forces and basic survival skills including donning of nuclear, biological and chemical protection suits and gas masks. On the other hand, unilaterals are those journalists who show up in the battle field without a military endorsement in order to get the so called real story and while doing some pay the ultimate price. Personnel who do not wield weapon on the battlefield are not assets but a liability. The seat which is occupied by the embedded media cannot be used by a trained soldier who can provide with firepower in the battlefield. The benefits some what outweighs the drawback or can be debated for a particular situation o r kind of operation. Since todays media is hi-tech and has the capability to transmit uncensored events as they occur across the globe real time, then it is prudent to integrate the medias involvement into the planning effort to accurately inform the public. Neglecting or delaying the medias integration into the planning process is liable to yield additional stories that produce a skeptical public. 2. A joint doctrine has been promulgated by the Indian armed forces to enhance war fighting capabilities one of which plans in co-opting media by creating a pool of embedded journalists. Select journalists who are trained in the environment and fit may be granted access to stay with armed forces units near the tactical headquarters where they would be able to move upfront having watched the action on screen. The promulgation of the joint doctrine by the armed forces will entail the document as standard text and form part of the training syllabus for all officers at all levels. The joint doctrine lays emphasis on increasing the situational ethics of the media person which means indoctrinating journalists to a level where they will appreciate the necessities and compulsions of a military action. The media plan in the joint doctrine burrows heavily from the US and its allies invasion of Iraq in the year 2003 where few media persons were trained and allowed to accompany military units. T his practice of attaching media with military gave rise to the phrase embedded journalism and the ethics of which is still being debated in the media circle. 3. Ground rules for any operation should intent to prevent publication of details that could jeopardise an operation or endanger the troops. Is there a possibility for military to review and censor articles emanating out of an operational theatre, well media is not likely to digest this fact. Reporters covering from the battle front via real time will transmit images which will be broadcasted to the whole world as the battle unfolds. This capability has the potential to affect tactical and operational plans of our adversaries as they will be witness to the same news. Social media management 4. A comprehensive strategy for using social media is the need of the hour to improve national security and the earlier it is adopted by the defence forces that much advantage it is going to pose for it. The use of social media can be broadly divided into four categories; firstly, the inward sharing which is sharing information within the department and agencies. Individual defence services need to share information intra-service as well as inter-service which will enable the defence forces with synergy in intelligence handling and operational orientation. Secondly, the outward sharing which is sharing information with external groups and other agencies. Thirdly, inbound sharing which is obtaining information and input from outside organisations and the public. Lastly, the outbound sharing in which information is shared with people outside the government including with the people of the nation and friendly foreign nations. Sharing of information avoids duplication of job like gatheri ng of information and analyzing the same. Well analysis can vary with department to department as to what is the requirement that needs to be gleaned out of the available data none the less, pre-analysed data from different agencies will enable in building the larger picture. CHAPTER VIII (FINAL) MEDIA AS FORCE MULTIPLIER 1. Today media needs to be used in a more pro-active manner to shape the operational scheme of a commander. This can be done by more integration and engagement of the media, public relations officer and the men in uniform into two way communication looking after each others needs at the same time. One very important aspect is the education of the staff and subordinate commanders at operational level to realise the need and advantage of engaging media towards military operations. 2. The fourth estate in this informational age gives commanders with vast opportunities to leverage towards own operations which should be exploited to the maximum. The media can be used as potent force multiplier in achieving the objective by boosting the morale of our own forces and people, as an agent of deception for the military, gathering valuable intelligence and enhancing better build up of situational awareness, sustained psychological operation and finally communicating the objective and end state to the international community. 3. Today the commander should know the fact that the thrust which comes from the people of the nation when any operation takes place is due to the instant relay of situation to the masses by the media. The military thus have an advantage in reaching to the people as fast as possible to generate and harness the support. Military being known for a respected institution and profession in the country, the image maintenance if not enhancing should be the prime concern of the commanders. During any conventional war or operation other than war, the credibility of military action is seldom questioned due to the trust, confidence and respect which the military enjoys. Commanders need to be proactive in engaging the press rather than being reactive and thus loosing the opportunity to use the media rather than being used by the media. 4. Inaccurate reporting and depiction of the operations will have a negative and devastating effect on the conduct of operation there on in terms of likely changed perception of our own people and international opinion. This in turn will effect the decision making cycle from tactical to strategic level. Apart from the people of the nation and high level decision makers, one very important factor which comes into picture is that of our own troops, who are exposed to the same news, be it at the air bases, ships, harbours, communication chains, rear areas, etc will have an impact on the psychi. This again is going to have a telling effect on the way the troops are going to fight subsequently. Commanders should to be concerned of the said fact in this information age to keep the morale of the troops high. In fact the operations where our forces have given a valiant fight should be projected to each and every possible people by the fastest means. Our soldiers are the best and to maintain the image of this potent force especially in this fast pace materialistic world, Commanders must take every opportunity to showcase our outstanding airmen, soldiers and sailors. Maximizing the fourth estate 5. Maximising and moulding the perception of the masses and adversary by the use of fourth estate and how the commander leverage the media to effectively achieve operational objective to his own advantage is what the commander should explore which obviously is the need of the hour. 6. Before employing the media, a brief review of the nature of the media would be required to better understand its potential. Media covering any military operation ranges from novice in the field to the seasoned veteran. Thus employment of media by the commander should be in a judicious manner like not allowing the media to wander in the battlefield at free will due to the wide spectrum of their work experience. At operational level coverage of media can be dived into three