Amul Probiotic Ice-Cream Essay Example

Amul Probiotic Ice Amul Probiotic Ice-Cream Paper Amul Probiotic Ice-Cream Paper Amul Probiotic Ice-cream Part I: Concept Evaluation As per Market survey, most of the people are today becoming health and calorie conscious. Amul wanted to capture this health conscious market segment of ice cream consumers with the launch of its specially created Probiotic wellness ice cream. Essentially, it would not only convert non-consumers of ice cream into eaters but also increase frequency of ice cream eating. It expects to get 10 per cent additional growth only through the Probiotic range. Since the company will be the first to introduce the innovation, developed in-house, it expects to build the market and capture the entire market for Probiotic ice cream. (Source: scribd. com/doc/13702816/Amul-Prolife-Probiotic-Sugarfree-icecream-Project) Supporting Facts: 1. PROBIOTICS are live beneficial culture which, when administered in adequate amounts, confer a beneficial health effect on the host. They help in digestion, improve the immune system, fight against allergic reactions and are effective in controlling travelers diarrhea. They also help in the prevention of formation and growth of colon cancer and enhances brain activity. 2. â€Å"The incorporation of Probiotic bacteria into ice-creams is highly advantageous since, in addition to being a rich food from the nutritional point of view, containing dairy raw material, vitamins and minerals in its composition, it is usually consumed by everybody, being well accepted by the public,† wrote the reviewers, led by Adriano Cruz from Universidade Estadual de Campinas in Sao Paulo. Food Research International. (Source: utraingredients. com/Research/Great-potential-of-Probiotic-ice-cream/) Concept Development Ideas for new products can be obtained from basic research using a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats). Strengths: Its wellness ice cream which improve immunity digestion. Amul Sugar-free Probiotic Diabetic Delight contains 50 per cent less fat and half of the calorie than normal ice cream. (Source: kashvet. org/bb/viewto pic. php? f=12t=123) Weaknesses: The durability of Amul ice-cream is not good, it melts very soon. Not a famous brand among youngsters who are the main customer. Opportunities: Since the company is the first to introduce the innovation, developed in-house, it expects to build the market and capture the entire market for Probiotic ice cream. The target market will be the Health conscious consumer. Threats: Competition from foreign existing brands like Baskin Robbins Gelato etc. Product Design Development Amul Probiotic wellness ice cream will be available in five flavours: vanilla with chocolate sauce, strawberry, chocolate, Anjir and fresh litchi. Also available in so many flavours packed in international packing. (Source: just-food. com/news/amul-set-to-launch-Probiotic-ice-cream_id97947. aspx) Planning Product Development Identify the Needs of Products/Services: With strong emphasis on Education, bigger workforce and longer working hours, there has been a significant change in the eating habits of people (especially in the Metro cities and Tier 2 cities). People have become more health conscious and Diet and Lifestyle related diseases have also been on the rise. In such an environment, a lot of essential food products and FMCG companies have come out with a range of products that focus on the specific needs of ever growing our urban population. Products such as Low Cholesterol Oil, Sugar Free Sweetener and Low Sodium Salt have been quite successful. The following factors have come into light during the process of Needs identification of ‘Amul Probiotic Ice cream’: Rising Educated Workforce in India Greater emphasis on Healthy Lifestyle Weight Consciousness as Ice-Creams are basically considered to be a Sweet/Delicacy that can make you fat if over-eaten High Sugar content in Ice-creams; making it unsuitable for Diabetic people Similar Strategized Products (for Health Conscious) already available and successful in the Market like Low Cholesterol Oil, Sugar Free Sweetener and Low Sodium Salt Infact, these are Healthy Ice-Creams which actually help improve our health in many aspects. Market Segmentation: The overall intent is t o identify groups of similar customers and potential customers; to prioritize the groups to address; to understand their behaviour; and to respond with appropriate marketing strategies that satisfy the preferences of chosen segment. The Needs/Requirements identified above will help in creating or identifying the Market Segment for our product. Let’s use the following four bases to segment our product’s market: Geographic segmentation: The product should be made available in Regions where Amul already has some presence, and especially with Hot Climate, which induces large consumption of Cold products like Ice creams. Demographic segmentation: Since the Product needs an aware, educated consumer market; the Product will have to be targeted towards Metro and Tier-II cities. Psychographic segmentation: The Lifestyle of High End cities; where most of the population is part of the workforce, highly urban preferences with a lot of emphasis on Diet and Health. Such an environment is highly conducive for the launch of Amul’s new healthy Ice creams which should not find it very difficult to find demand for its product. Behavioural segmentation: Urban cities already have a demand of Ice creams, with people mainly relying on packaged sweets and delicacies compared to the rural markets and small towns, where people still prefer home-cooked sweets. Also, High-Incomes in Urban cities would be able to absorb the slight increase in price (if any) for such products, due to the value being derived out of it. Based on the above factors, we could see the our Market Segment for ‘Amul Probiotic Ice cream’ can be defined as ‘Educated, aware, health conscious people living in Urban cities’. Deciding the Product features As per the Needs and Requirements identified and the Market segment decided, a complete range of product features will be formulated. Thereafter, a VOC (Voice of Customer) will be used to determine the Product features, composition, layout, packaging etc. Ensuring design for manufacturability Lower development cost o Same raw materials used to manufacture Probiotic ice cream as used to manufacture basic ice cream with additional process added to the overall process. o Little extra cost for heat treatment, incubation and inoculation to inculcate Probiotic culture. Shorter development time o Same process can be used with addition few activities to add Probiotic culture into the mix. o Flexibility and overlapping of process makes manufacturing time shorter. Faster manufacturing start of build Readily available of raw material and ready resources with same process line makes faster manufacturing start of build. Lower assembly and test costs o Same testing procedures can be used to test both the line of products makes overall testing cost lower. Higher quality o To ensure high quality following will be tested as per FDA standards ? Testing of milk products ? Tests for fat content, total solids ? Pasteurization efficiency ? Presence of antibiotics used to control cow disease PART-II Progress Tracking Metrics This section would focus on the Metrics to be used to track the progress of product development and success for the product – Amul Probiotic Icecream. Different stages and corresponding metrics: 1. Product and Process Design: No. of customer inputs (VOC / other source) converted to product design parameter. Metrics: No. of design parameters / No of significant customer inputs No. of design parameters found technically feasible for incorporation into the product / manufacturing process. Metrics: No. of feasible parameters / No of significant customer inputs Explanation: While launching a new product, the probability of acceptability of the product is increased when maximum number of (significant) customer inputs (culled from a market survey) is incorporated in to the finished product. Customers may provide inputs on preferred flavor of ice cream / packaging / preferred price range and such others. Not all flavors/packaging/price range may be techno-economically feasible. Hence a decision has to be taken for selection of optimum numbers of customer inputs (customer wish list) as product design parameters. This decision will be taken by a cross functional team which would include personnel from RD, Operations, Marketing, Finance and representative of higher management. These metric shall measure the deviation of the product design from the ideal product as per VOC. Management may use this metric to measure the fit of the product design with the market expectations on the product. 2. Manufacturing Process: In order to develop metrics for manufacturing process, a benchmark is required in following terms: (since this would involve mass production the smallest unit shall be one batch of packs instead of per unit pack) Standard time to process one batch of Amul Probiotic Ice cream. (ST) to be determined based on Work study. Standard cost involved to process one batch. (SC) to be determined based on ideal cost of inputs. Standard productivity measure (Value of input / Value of Output) Process performance variables shall be measured based on above benchmarks. Metrics: Actual Time to proce ss / ST Metrics: Actual Cost of Production / SC Metrics: Productivity (Factor productivity as well as total productivity) 3. Quality Control Process: This would entail development of usual QC metrics at various stages of production: QC parameter for raw materials (Variation of characteristics of inputs in comparison to prescribed technical specification. Applicable to all inputs including milk, Probiotic culture, packings etc. ) QC for finished product:- As above. 4. Marketing Process: The metrics involved shall be the usual marketing metrics including: Quantity sold compared with estimated sales at various time (daily, weekly, monthly, quarterly, half yearly and annual sales after launch). Retail outlet wise / segment wise throughput – to assess market reception of the product after launch in various localities/region and across various market segments. Percentage conversion of normal ice cream user to Probiotic ice cream. Number of new converts – non ice cream users buying Probiotic ice cream. The Manufacturing Process Probiotic ice creams manufacturing process involves many common things with rest of the Amul ’s product. Raw material is same as that is used in other milk products of the company. In this way this product being new will be more cost effective and time spent on the production will also be low. Amul Probiotic Ice Cream Process Flow Chart [pic] Process Followed: 1. Milk is a perishable commodity. For this reason, it is usually processed locally within diary. [pic] Cows are milked twice a day using mechanical vacuum milking machines. The raw milk flows through stainless steel or glass pipes to a refrigerated bulk milk tank. Collecting Dairy cows are milked twice a day using mechanical vacuum milking machines. The raw milk flows through stainless steel or glass pipes to a refrigerated bulk milk tank where it is cooled to about 40 ° F (4. 4 ° C). A refrigerated bulk tank truck makes collections from dairy farms in the area within a few hours. Before pumping the milk from each farms tank, the driver collects a sample and checks the flavor and temperature and records the volume. At the milk processing plant, the milk in the truck is weighed and is pumped into refrigerated tanks in the plant through flexible stainless steel or plastic hoses. Separating The cold raw milk pas ses through either a clarifier or a separator, which spins the milk through a series of conical disks inside an enclosure. A clarifier removes debris, some bacteria, and any sediment that may be present in the raw milk. A separator performs the same task, but also separates the heavier milk fat from the lighter milk to produce both cream and skim milk. The excess milk fat is drawn off and processed into cream or butter. Fortifying Vitamins A and D may be added to the milk at this time by a peristaltic pump, [pic] A clarifier removes debris, some bacteria, and any sediment that may be present in the raw milk. The milk is then fortified and pasteurized,which automatically dispenses the correct amount of vitamin concentrate into the flow of milk Pasteurizing The milk- either whole milk, skim milk, or standardized milk- is piped into a pasteurizer to kill any bacteria. There are several methods used to pasteurize milk. The most common is called the high-temperature, short-time (HTST) process in which the milk is heated as it flows through the pasteurizer continuously. Whole milk, skim milk, and standardized milk must be heated to 161 ° F (72 ° C) for 15 seconds. Homogenizing Most milk is homogenized to reduce the size of the remaining milk fat particles. This prevents the milk fat from separating and floating to the surface as cream. It also ensures that the milk fat will be evenly distributed through the milk. The hot milk from the pasteurizer is pressurized to 2,500-3,000 psi (17,200-20,700 kPa) by a multiple-cylinder piston pump and is forced through very small passages in an adjusta ble valve. The shearing effect of being forced through the tiny openings breaks down the fat particles into the proper size. The milk is then quickly cooled to 40 ° F (4.  ° C) to avoid harming its taste. This milk after undergoing all the above stated processes is finally used in the preparation of Probiotic ice creams. Packaging Packaging process includes the same process as used for Amul Ice-creams, the packets are of same size some as paper packs, plastic bowls etc, but the picture the packs contain is different stating Probiotic Ice-creams. Quality Control The federal Food and Drug Administration (FDA) publishes the Grade A Milk Ordinance which sets sanitation standards for milk production in most states and for all interstate milk shippers. The composition of milk and milk products is specified in Agricultural Handbook 52 published by the United States Department of Agriculture. It lists both federal and state standards. Testing of milk products includes tests for fat content, total solids, pasteurization efficiency, presence of antibiotics used to control cow disease, and many others. 1. Village Dairy Cooperative Society (VDCS) The milk producers of a village, having surplus milk after own consumption, come together and form a Village Dairy Cooperative Society (VDCS). The Village Dairy Cooperative is the primary society under the three-tier structure. The main functions of the VDCS are as follows: Collection of surplus milk from the milk producers of the village payment based on quality quantity Providing support services to the members like Veterinary First Aid, Artificial Insemination services, cattle-feed sales, mineral mixture sales, fodder fodder seed sales, conducting training on Animal Husbandry Dairying, etc. 2. District Cooperative Milk Producers’ Union (Milk Union) The Village Societies of a District having surplus milk after local sales come together and form a District Milk Union. The Milk Union is the second tier under the three-tier structure. The main functions of the Milk Union are as follows: Procurement of milk from the Village Dairy Societies of the District Arranging transportation of raw milk from the VDCS to the Milk Union. Providing input services to the producers like Veterinary Care, Artificial Insemination services, cattle-feed sales, mineral mixture sales, fodder fodder seed sales, etc. Conducting training on Cooperative Development, Animal Husbandry Dairying. Providing management support to the VDCS along with regular supervision of its activities. Establish Chilling Centers Dairy Plants for processing the milk received from the villages. Process milk into various milk milk products as per the requirement of State Marketing Federation. Decide on the prices of milk products. 3. State Cooperative Milk Federations (Federation) The Milk Unions of a State are federated into a State Cooperative Milk Federation. The Federation is the apex t ier under the three-tier structure. It has membership of all the cooperative Milk Unions of the State and is governed by a Board of Directors consisting of one elected representative of each Milk Union. The main functions of the Federation are as follows: Marketing of milk milk products processed / manufactured by Milk Unions. Establish distribution network for marketing of milk milk products. Arranging transportation of milk milk products from the Milk Unions to the market. Creating maintaining a brand for marketing of milk milk product (brand building). Decide on the prices of milk milk products to be paid to Milk Unions. Decide on the products to be manufactured at various Milk Unions (product-mix) and capacity required for the same. Conduct long-term Milk Production, Procurement Processing as well as Marketing Planning. Designing providing training on Cooperative Development, Technical Marketing functions. Technological hurdles for the incorporation of Probiotic bacteria into ice-cream 3. 1. Fruit pulp or juice as an ingredient of Probiotic ice-creams 3. 2. Addition of Probiotic cultures to ice-cream 3. 3. Stability of the Probiotic cultures during ice-cream stor age 3. 4. Overrun and Probiotic microorganisms 3. 5. Influence of storage conditions on the characteristics of Probiotic ice-creams Plan for Vendor/Suppliers and Supply Chain Management Existing supplier / vendors will be used who are currently supplying raw materials for normal ice cream to supply extra milk, yoghurt to manufacture Probiotic ice cream In addition to that, there will be some raw material used to add Probiotic Culture into the ice-cream. We will be requiring Vendors for the supplying. Capabilities of Vendor On time Delivery Well educated and technologically competent. Able to understand the process and technical aspect like specification provided. Number of years in the supply chain business. Good market reputation and business size.

HOST BACTERIAL INTERACTION Essay

HOST BACTERIAL INTERACTION Essay HOST BACTERIAL INTERACTION Essay Approaches to studying bacterial host interactions What they really tell us www.inhabitat.com TABLE OF CONTENTS TABLE OF CONTENTS i 1 INTRODUCTION†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦1 2 HOST-BACTERIA INTERACTION†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦1 2.1 BENEFICIAL AND NON BENEFICIAL RELATIONSHIP†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.2 3 DEFENSE SYSTEM: HOST AND BACTERIA†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..2 3.1 HOST DEFENSE SYSTEM†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 3 3.2 BACTERIAL DEFENSE SYSTEM†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..4 4 CONCLUSION†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦5 5 REFERENCES†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..6 1 INTRODUCTION â€Å"Bacteria are classified as microscopic unicellular prokaryotic organisms categorized by the lack of a membrane-bound nucleus and membrane-bound organelles. There are considered the only form of life on earth for 2.5 million years. They are embossed with molecules that are unique to them not found in animal cell. They are also further classified as either Gram positive or Gram negative which endow them with variable features such as virulence factor.† Bacteria are extraordinarily pliable to various environmental conditions as can be seen in the forms of life, including the human body they invade. Bacteria are steadily associated with the body surfaces of animals. The human body harbors many bacterial cells on its external surfaces and internal surfaces. Such surfaces includes the gastrointestinal tract which harbors the larger number of bacterial colony than there are human cells that make up the animal. They can also be found thriving in extreme places such as depths of ocean, in arctic ice and glaciers, in hot spring.† [1] 2 HOST- BACTERIAL INTERACTION â€Å"Host-bacteria interaction are communication going on between pathogen and their host. This interaction borders on the ability of these pathogens to establish themselves in places devoid of the hosts normal flora. Bacterium have evolved to adapt in their host and also devised ways to combat the threats posed by the environment. They are able to withstand this threat by controlling the host through precise modulations and the use of their virulence factor. The end result of the relationship between a human host and a pathogen, be it in association with the normal flora or an exogenous pathogen, depends on specific point of interest to both the host and the pathogen.† [2] 2.1 BENEFICIAL AND NON BENEFICIAL RELATIONSHIP â€Å"Some bacterial are in beneficial relationship with their host. These bacteria are called normal floral and in counting, they account for and are more abundant than the non-beneficial ones. Beneficial bacterial also constitute first line of defense because they prevent the establishment of bacteria colonies. In the gastrointestinal tract comprises of more than one trillion beneficial bacteria, mostly microorganisms that are anaerobes, which can survive in the absence of oxygen. The vast majority of these bacteria inhabit the large intestine, or colon, where they are restricted to its walls away from other parts of the body. In the intestine, these bacterium assists in the fermentation of indigestible fiber in the food, breaking it down into smaller molecules that are degraded and passed out as feces. On the other hand, non-beneficial as the name implies are the exact opposite of beneficial bacterium. These are pathogenic ones that are harmful to their host and can maneuver through the barriers of normal floral, bypass the epithelia barrier and make it straight to the bloodstream where they cause disease for the host. What sets them apart from the normal floral can be found in their gene which confers on them their virulence factor. While we develop the normal floral after birth, pathogens can make it into their host through different ports of entry. Some make it in through the mouth and to the intestines and cause

The critical analysis of the biopic film -'The Last Emperor' and it's Essay

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Risk analysis related to information security and infrastructure Research Paper

Risk analysis related to information security and infrastructure protection - Research Paper Example ectives and goals of performing a risk analysis on infrastructure and security protection, the target audience for whom a risk analysis is performed, the steps necessary for performing a risk analysis including assessment and evaluation, threats and cost-effective security measures, the types of securities to be included in a risk analysis for recommendation purposes, and how to mitigate a security threat and address it accordingly. Risk analysis on infrastructure and security is can be performed at various levels and many degrees of detail. Risk analysis reports can cover every business aspect. Risk analysis may be performed by both big and small organizations, and even individuals. Informal decision making follows not a comprehensive step of an elaborate risk analyses. There is no clear standard in making decision on where to draw the line on depth of analysis of risk. The process of risk analysis illustrates that there is no particular, one solution to security, and therefore the required attempts and efforts to have all risks eliminated would overwhelm organizations. However, all identified relevant factors to an organization needs to be weighed in order to have a particular acceptable risk level that can be matched to the strategy of risk management. Risk analysis hence involves anticipating the most probable outcome and allocating the resources available in order to address that outcome (Hollinger, 1997). The objectives and goals of performing a risk analysis on infrastructure and security protection are to identify and determine threats to infrastructure and security, and to provide recommendations that address the identified threats. Another goal and objective may be to protect individual components such as hardware, software, and other connected devices. Although it may be easy to replace a hard drive, the information content may be irreplaceable and therefore loss may be a catastrophe to an organization. The target audience for whom a risk analysis is

Political, Religious, Social, and Cultural Changes in Medieval Europe Essay - 1

Political, Religious, Social, and Cultural Changes in Medieval Europe - Essay Example One of the political occurrences between 1350 and 1570 in Europe was the Mongol Rule. The armies invaded China, Russia, and most parts of the Islamic world. The countries had strongholds within the south. This invasion resulted in the increased dependence of Russia on the Mongol empire known as the Golden Horde. The Mongols sent their officials to Russia’s different towns. This made it easier to collect taxes from the Russians. The Mongols married the Russian women and persons who refused became slaves. This led to an increase of many Russian slaves and the prevalence of the slave trade. The Mongol’s hostility towards women made the Russian women start wearing veils like Muslims to protect themselves. Islam became the central creed of the Mongol empire. The forced mixing of the Mongols and Russians led to further cultural differences between Russia and the West. However, the Mongols did not destroy Russia’s political and religious institutions. The Mongol Rule ma de Russia prosper because of the Mongol’s far-flung trade.The revival of Monarchy in Northern Europe also occurred within this period. This revival occurred after the partial end of the divided feudal monarchy. The king and his semiautonomous vassals shared government power in the past. After the revival, the semiautonomous lost the power to impose taxes, initiate wars, and implement laws. These powers became strong in the monarch. Consequently, the king and his selected agents acquired power. Additionally, taxes, wars, and the legal systems became national issues instead of regional like previous occurrences. The independence of the monarchy led to the elimination of decentralization of the political system.

Issues And Challenges Facing Nurses Nursing Essay

Issues And Challenges Facing Nurses Nursing Essay Mary Seacole gained her reputation after the Crimean War (1853-1856). Florence Nightingale needed 40 nurses to work in a hospital in London. Although Mary Seacole went to London and brought many letters of recommendation from doctors with whom she had worked, she was told her services were not needed. In 1855, Mary Seacole went back to London anyway, funding her own way there. To pay for the long sea journey, she took food and other useful things with her. She established the British Hotel where soldiers were able to buy food and drinks. Mary cared for the soldiers and helped the wounded soldiers on the battlefield. She gained the name Mother Seacole. She was honored with many awards and medals for her dedication to helping soldiers. Mary Elizabeth Carnegie Mary Elizabeth Carnegie Carnegie graduated with a diploma from Lincoln School of Nurses in New York in 1937. Carnegie earned a BA degree from West Virginia State College; a certificate from the University of Toronto; an MA from Syracuse University and a DPA from New York University. Carnegie initiated the BSN program at Hampton University in Virginia. She also started the BSN program while assuming the position of Dean of Florida AM University School of Nursing in Tallahassee, which became the first National League for Nursing accredited program in the state of Florida. In 1942, the Florida State Nurses Association (FSNA) voted to admit black nurses to membership. Although they paid dues, black nurses were not allowed to speak or participate in meetings. Carnegies contributions as a nurse scholar and leader helped break down racial barriers. She became a full member of FSNA in 1948, and by 1949, was elected to the board of directors. Carnegie was inducted into the FNA Hall of Fame. She served as the editor of Nursing Research and served on the editorial staff of the American Journal of Nursing from 1953 to 1978. Carnegie also authored three books: Disadvantaged Students in RN Programs, Historical Perspectives of Nursing Research, and The Path We Tread: Blacks in Nursing, 1854-1994. Rhetaugh Graves Dumas Rhetaugh Graves Dumas was a pioneer and vibrant leader in nursing. She was a graduate of Dillard University School of Nursing in 1951. She was the first African American woman and the first nurse to be officially selected as deputy director of the National Institute of Mental Health. Rhetaugh received her MSN from Yale and was the first nurse to perform a randomized experimental design to study clinical nursing problems. She was the Vice Provost of Health Affairs at UM and the Lucille Cole Professor of Nursing. In 1997, she was named Dean Emerita and Vice Provost Emerita of the University of Michigan. She was a founding member and former president of the American Academy of Nursing, and wrote an influential research paper, The Effect of Nursing Care on Postoperative Vomiting. She also wrote the oft-cited Dilemmas of Black Females in Leadership in 1980. Mary Mahoney Mary Mahoney was admitted to the New England Hospital for Women and Children nursing program at the age of thirty-three. The program was sixteen months and included lectures and hands-on patient care. Of the forty-two students admitted to the program, only four graduated and Mary Mahoney was one of those four graduates. She received her nursing certification on August 1, 1879, making her the first African-American in history to earn a professional nursing license. Mary was most noted for her hard work to improve the status of African-American nurses and encourage the expansion of intercultural relations. Mary was the co-founder of the National Association of Colored Graduate Nurses in 1908. Mary Mahoney helped open the doors of opportunity for the African-American nurses. Beverly Malone Dr. Beverly Malone PhD, RN, FAAN has been since July 2001, general secretary of the Royal College of Nursing. She is also a board member of HEFCE. While working as dean and professor of the School of Nursing at North Carolina Agricultural and Technical State University at Greensboro, she also served on the Governors Task Force on the Nursing Shortage and was a commissioner of the North Carolina Commission on Health Services. Dr. Malone held the positions of president of the American Nurses Association (ANA) (1996-2000) and Deputy Assistant Secretary at the United States Department of Health and Human Services for a one year term. Dr. Malone also served as the representative of the U.S. International Council of Nurses. Dr. Malone has also served on former President HYPERLINK http://en.nursingwiki.org/index.php?title=President_Clintonaction=editredlink=1Bill Clintons Advisory Commission on Consumer Protection and Quality in the Health Care Industry. Dr. Malone was later appointed as a member of the U.S. delegation to the World Health Assembly, by former President Clinton and was a part of the presidents table discussion on the Patients Bill of Rights. Dr. Malone also served on the board of directors of the National Patient Safety Partnership, a collaboration with the Department of Veterans Affairs (VA), the American Medical Association and other national health care organizations. She was the second African-American to serve as president of the ANA. Interview 1 nurse who was employed in nursing prior to 1980s I interviewed Kathleen Venable who graduated from Alcorn State University with an ASN. Kathleen also received a BSN from Loyola University and a Masters of Science from Southeastern Louisiana University. I asked her about a typical day shift, beginning and ending salary and similarities and differences with contemporary nursing prior to the 1980s. Typical day/shift Mrs. Venable worked at Catahoula hospital, a sixty-four bed hospital in Jonesville, LA. The hospital is split into east and west wings. She worked on a thirty-four bed hall. The unit consisted of two RNs (one head nurse), a LPN and 2 Certified Nursing Assistants. The head nurse was in charge of documenting all orders from doctors and any stat orders that needed to be brought other places someone off the unit had to bring it. The other floor RN was responsible for starting all IVs and administering all IV push medications. If the unit was full the nurses were assigned 15 patients a piece. Beginning and ending salary Mrs. Venable beginning salary was 8.25 and when she left a year later and went to Our Lady of the Lake she was offered 8.25 with shift differential. Now the average starting salary in Louisiana is 19.25-20.00 an hour with shift differentials. Similarities and differences with contemporary nursing There were many differences with nursing compared to now there was no set limit to nurse to patient ratio, there werent any Braden or pain scales. There were no resources to help the patients after being discharged from the hospital such as social workers, home health, Council on Aging or rehabilitation services. Nurses were unable to challenge a doctors decision and be the best patient advocate they could be because whatever the doctor said no one could question it for fear of losing their job. Similarities the nursing process was around and the typical working shift is still the same (12 hour shifts). She stated that there is much advancement in medicine today but the amount of time and energy is still the same in patient care. Review 1 prominent nursing journal published in early 1900s What are the similarities and differences with the same journal in the early 1990s compared to the 2000s Emphasize nursing roles and responsibilities The American Journal of nursing is the oldest nursing journal around. In the 1990s the journal wrote about mandating nursing caps, how to keep up with your staff after retirement and Faculty as relief staff to palliative care, and responding to disasters. The focus is still improving patient care but with all the recent tragedies America has had, the journal has shifted to teaching nurses how to care for patient after catastrophes. The Present Which nurses or nurse educators serve as role models to you? What are some of that persons characteristics that attract you? The nurses that serve as my role model are London Lewis (sister-in-law) and Mrs. Lois Bridgewater. London Lewis graduated from William Carey University. She is married with a child, but she didnt allow that to stop her. She is now in a Certified Registered Nurse Anesthetist program and is scheduled to graduate in May 2011. London was a full time wife and mother all while receiving a BSN and working on her current degree. London graduated from William Carey and her professors continue to speak highly of her motivation and dedication to becoming a nurse. Mrs. Lois Bridgewater is also one of my role models. She was my clinical instructor in nursing 310. What amazes me about her is the drive she has to accomplish everything she set out to do. She is an expert in her field and while at North Oaks Hospital, the staff respected her decisions and work ethics. Mrs. Bridgewater is not only a nurse but also a Certified Midwife, and shes working on her Family Nurse Practitioner. Respond to the following questions: What types of software skills are critical for new nurses entering the workforce? The type of software skills needed for new nurses entering the workforce are Microsoft Office which includes Word, Excel, PowerPoint, Access and Outlook. Why is it important for new nurses to be able to search the Internet for information? It is important for new nurses to be able to search the Internet for information, in the event they have a question about something and there arent any resources available to you at that moment. The nurse can always get on the computer and find the information needed at that moment. The Future What are some of the challenges you see facing the nursing profession in the The challenges I see facing the nursing profession is patient healthcare due to nursing shortage. With the shortage of nurses, there is an increase in the patient to nurse ratio. With more patients, a nurse has less time to spend with each patient, which causes a decrease in the quality of care to all patients.

The Cultural Roots of Technology Essay -- Environment Environmental Po

â€Å"A technology evolves within a culture and its particular demands and preoccupations, intertwined with that society’s particular environment (Teresi, 356)†. As the human race and daily life becomes more advanced, there are times when it becomes necessary to consider the variables that influence our society. These variables-religion, tradition, environment, etc. - make up the culture of a society. New technologies are created when the people living in a particular society feel that one of these variables needs to be expanded upon or changed (Discovery Channel, Feb. 11). A particularly relevant example is the United States Space program. The space program grew out of the Cold War in the 1960’s. The technological needs of this effort, specifically small computers, heat resistant ceramics, radio communication, and power cells lead to the products and devices that we enjoy today. Societies, with their specific cultural needs, influenced the development of their own technology. For example, the Chinese in ninth century A.D. were fascinated with perfumes, noxious bombs, explosions, gases, and smoke. They burned incense and fumigated their houses for health as well as spiritual reasons. In the Chinese culture, smoke and loud explosions were connected to the spiritual and supernatural world. Chinese priests invented gunpowder by combining charcoal, saltpeter, and sulfur. Their military-centered society saw the advantages gunpowder gave them in battle situations as well. The Chinese were the first to invent land mines, fire lances, and grenades. When Europeans learned about gunpowder, they began experimenting (Teresi, 355-56). Before long, cannons and guns were invented and warfare would never be the same aga... ... purposes, would the history of war have changed? It is probable that gunpowder would have eventually been invented, but who would have discovered it and when? What was their culture like; would the smoke and fumes make them feel connected to supernatural beings or would gunpowder strictly be used for war? Just like the space program created cultural needs and wants over fifty years ago, culture continues to be the driving force for technological developments. Sources Chant, Colin, "Chapter 2: Greece" in Pre-industrial Cities and Technology, Routledge Press, 1999, pp. 48-80. Ehrlich, Paul R., "Ch.11: Gods, Dive-Bombers, and Bureaucracy" in Human Natures: Genes Cultures, and the Human Prospect, Island Press, 2000, pp. 253-279. Teresi, Dick, Lost Discoveries: The ancient roots of modern science, Simon and Schuster, 2002, ISBN 0-684-83718-8, pp. 325-367.

Emotional climax Essay

Continuing the theme of humanity and its behaviour, I believe the following events to be true to that. It is strange that in a play that revolves around its religious puritan upbringing, it also lacks a certain amount of Christian/Satanic or general imagery or symbolism. I would say that in comparison to a play such as Macbeth which relies on its disturbing imagery to convey the involvement of dark forces with the plot, The Crucible uses the reactions and actions of human beings to essentially shock the audience with as opposed to bold and obvious imagery. The preceding actions of the girls is but a taste of the weak human nature that will to some degree be the ruination of the innocents of Salem: the inert readiness to speak out against those who will miss use power and authority to a larger agenda, is the collective attitude that will allow silence to manipulate the village’s fate. The tension is released as the anger and madness dies, but the atmosphere is left with a slight air of detectable pessimism as the girls (including Mercy,) leave with no attempt to rectify with Proctor anything he may have heard or stay for Abigail’s sake- (â€Å"I’d best be off, I have Ruth to watch.†) Instead they leave apologetically and sheepishly, I quote- ‘[Mercy sidles out.]’ Now that the stage is rid of the bulk, only the strong figure of Proctor, a slightly hidden Abigail and mute Betty remain. The scope is quiet, the audience surges with anxiety, as we are now fully aware of the extent of Abigail’s character and her master schemes for both characters on stage. The stage directions quote- ‘[Abigail has stood as though on tiptoe, absorbing his presence, wide-eyed. He glances at Betty on the bed.]’ The scene is perfectly set, almost waiting for Abigail to pounce. The remainder of the scene has only dramatic effect in the two character’s direct speech and actions. It is the dramatic effect of the language in the dialogue that develops the characters for the benefit of the audience as history repeats- â€Å"You’re surely sportin’ with me.† The flirtatious attempts of Abigail do nothing but reveal the nature of their relationship. Proctor’s character is used in the first act and indeed second as a pawn, a strong male presence that conjures up history, friction and feelings between a variety of characters. In this quote, Proctor’s reply demonstrates their current familiarity, as he obviously feels his would be rude answer appropriate in her case, which suggests history and the blunt coldness of his words suggests a tainted one- â€Å"You know me better,† This is used to great dramatic effect as this quote is an example of what classes this scene a ‘complication.’ The revelations between the two characters and the audience displays I theorize that in this epitome, a play like The Crucible has numerous complications, which take the severity of the actual complication (the witch hunts,) to a higher level. For example the threat of being accused by one villager is but trivial when the accusation of attempted murder through witchcraft of which Elizabeth and Proctor are fully aware leads to trial, is brought to their knowledge. This accusation of attempted murder is one complication that mounts to a highly climatic and tragic demise. The heated and often dark references that Abigail uses are incredibly direct and delivered with a force that might suggest these are situations that are in need of persuasion. Not only the dramatic tension created by her choice of tactics, but the very level of desperation and inner naivety of the character that results in juvenile actions is incomprehensible! The confusion behind the ‘seemingly innocent’ Abigail is astounding and her unpredictability creates tension as the audience realises the precarious nature of the play when Abigail is involved. The next scene I will analyse simply overflows with emotion, brought out through the character’s ordeals. Elizabeth is featured here, wife of Proctor and the other half of an unhappy marriage. Their struggles seemed to begin and end with ‘that harlot,’ once again Abigail is at the centre of insular turmoil. Leading up to this scene, we have seen a troubled and excluded couple; as Goody Proctor â€Å"kisses him with suspicion† and keeps their future happiness with it at the root of their marriage, Proctor bites his tongue with his sins past sins upon his shoulders. This scene is one of revelation and the audience sits enthralled as even tension created for the ultimate end disappears, as the couple who obviously still have love for one another quash their insecurities and make their peace. The scene begins with this fluctuation of feelings toward one another still in tact. The atmosphere is one of grief and almost acceptance, as these accusations, deaths and confessions have continued over the past few months (since the previous scene,) and the two characters have bared gruelling witness to it all. Once again, this final appearance of Elizabeth to Proctor needs a more detailed explanation, as the stage directions take the audience through every one of their actions and therefore magnifying the importance of the revelation of this scene, ‘[Alone. Proctor walks to her, halts†¦]’ The gentle nature of Elizabeth has been taken advantage of, in order to coax proctor into a confession. Elizabeth has taken the opposite course of action and frees him from her suspicious grasp.  Elizabeth’s query, though perhaps comical when an attempt is made to read it seriously, shows her utter lack of compassion and hope through the injustices of their predicament. Lack of compassion even for her own husband, though her enquiry made is meant in a considerate context- â€Å"You have been tortured?† Elizabeth continues to answer his questions in a cold and blunt manner, (their inhibitions still remain, anticipating the arrival of the emotional climax.) Extending the theme of revelation, this is probed unintentionally by Elizabeth and her remarks, for example she says about the death of Giles Corey, â€Å"They press him John, more weight he says.† Proctor’s reply is influenced by this, the courage of Corey is taken by Proctor and used to state, â€Å"I have been thinking I would confess to them Elizabeth.† In addition, the quote of Elizabeth’s instigates she wishes him to form a course of action, which he does in the previous quote. However, her reply is not one of looming suspicion or ruled by mistrust, it overcomes those petit consciences and the character finds the will to say, â€Å"I cannot judge you John.† No matter how Proctor begs for an order, a course of action or reassurance, Elizabeth stands strong and helps him to lose his inhibitions by making his own choice. The scene finally reaches a heart-wrenching climax as Elizabeth delivers the line â€Å"Only be sure of this, for I know it now: Whatever you will do, it is a good man does it.† Whatever the finale, this is a satisfying resolution because the characters have admitted exactly what the audience almost begs them to say, the actors deliver a service of satisfaction. Perhaps the only the example of dramatic imagery is the recurring theme of winter inside the Proctor house, as opposed to the summer and heat in the midst of the Abigail/Proctor love affair. Elizabeth now admits that is was a cold attitude she had towards her husband; a shrivelled marriage that she kept, â€Å"a cold house.† Her admittance of this symbolises the last string of the old relationship broken. The dramatic effective adds to the release of tension between the characters as the entire situation diffuses. Both of the character’s fronts falter as they indulge in insular peace, paving the way for the final resolution: the turmoil between husband and wife is finally resolved, Proctor has everything to live for and the strength to do what is need to remain with family and friends- or is it? Unfortunately, the phrase ‘too good to be true’ springs to mind, and also to the audience. The scene I analysed is in theory the penultimate resolution. It fits this description perfectly, as although it is misleading -because Proctor decides not to â€Å"have his life† and confess, but die with sanctity of name- it is satisfying. Dramatic tension is built extremely subtly behind the contagious joy of peace between the Proctors, foreseeing the ultimate loss of inhibitions for John. True, the character has lost the stubbornness that kept his wife from him, but it is also true to Elizabeth’s statement that John has not forgiven himself: self confessed sinner he may be, but a proud man is John Proctor. The truth may be that even in death, let alone life would the character not forgive himself for his sins with Abigail. His martyrdom was the release of self-hatred through a noble stand; he held onto the only thing that in his opinion was not tainted, his name. The Crucible recurs the theme of boundaries and limits, with such things as physical limits including the obsession with land, exclusive living (within colonies,) and with names. Proctor’s boundary was infact the preservation of his name, that is the only earthly piece of self he would not let go of- the only piece of self he realistically had left. This is a truly effective resolution, as the main character is finally at rest: Miller is no hero for surviving the courts, but his duty to society is done, his warning and message still survives fifty years on.

Summary of the reading Rhetoric of the Image essays

Summary of the reading Rhetoric of the Image essays Roland Barthes Rhetoric of Image analyzes image, an illustration or a representation of something, and in what ways do meanings are associated with particular images. He examines images, observes the messages it entails, and how these messages are extracted from these images. In the article, the author restricts his study in the realm of advertising images wherein a specific example is given and investigated. He concentrates on this branch since in advertising, as he clearly states, the signification of the image is undoubtedly intentional. The message in an advertising image is pre-conceived and is therefore graspable. An advertising image then has a purpose; it is to convey a message. Because in an advertising image, there is a definite message, an intended meaning, Roland Barthes confines his article in this dimension. He gives one example of an advertisement of Panzani and looks at the different messages it contains. The advertisement displays a slightly opened string bag, falling from which packets of pasta noodles, a tin can of pasta sauce, tomatoes, peppers, and onions to name a few. The contents of the ad are painted with yellow and green in a background of red. The advertisement generates a linguistic message characterized by the words and texts that are scattered throughout the ad. The iconic message is displayed by the pure image, a series of signifiers pertaining to an intended signified. As one example demonstrates, the advertisement suggests that Panzanis products are everything that is necessary for a carefully balanced dish. The presence of freshly picked vegetables coming from a string bag implies that the product is a complete cooking ingredient. The author proceeds to exploring the overview of the different types of messages, linguistic, denoted, and connoted. Although the connoted message is touched, Barthes mainly focuses on the denoted message. ...

osama bin laden essays

osama bin laden essays Problem : Should Osama Bin Laden be hunted down, because he is a threat to the U.S.? OSAMA BIN LADEN Osama bin Laden, a Saudi-born multimillionaire who runs terrorist training camps that focused on hate towards the United States of America, should be taken down at any cost if major terrorist attacks against the U.S. and other nations should be stopped. He runs his terrorist organization from a well-equipped headquarters outside Jalalabad, Afghanistan. Bin Laden is well known for his holy war against America and would attack Americans - military and civilian - all over the world. Bin Laden promoted a fatwa, a religious directive, ordering attacks on Americans. His hate for Americans rests on the fact that the U.S. Government, according to bin Laden, [...] has committed acts that are extremely unjust, hideous and criminal, through its support of the Israeli occupation of Palestine. He adds [...] we believe the U.S. is directly responsible for those killed in Palestine, Lebanon and Iraq. His aggression towards the U.S. still continues, because U.S. troops are located in Arabia, the holiest place for the Muslims. By Islamic rule, it is not permissible for any non-Muslim to stay in Muslim territories. Therefore he has focused on striking at the U.S. soldiers inside Arabia, the country of the two holiest places, Mecca and Medina. Bin Laden recently convened a meeting of fundamentalist extremists and sponsors of terrorism. More than 150 clerics named themselves the International Islamic Front for the Jihad against Jews and Crusaders, and issued a variety of fatwas. This front is committed to expelling all Americans and Jews from Muslim Holy Lands, and to overthrowing the Saudi royal family along the way. It was the beginning of a coalition of Muslim radicals that has been around since the war against the Soviet Union in Afghanistan. The U.S. State Department says that Bin Laden is one of the ...

1.Critically evaluate how gender intersects with other axes of Essay

1.Critically evaluate how gender intersects with other axes of difference. Assess the implications for policy with reference to a case study - Essay Example Here we discuss the notion of intersectionality – that which looks at the multiple, socially-constructed categories that interact in complex and multidimensional ways to produce and reproduce structures of inequality. It is hinged in the idea that themes of gender, race and class should be perceived not as independent from each other, but as overlapping structures of oppression and exploitation that must be addressed and resisted together as it â€Å"shapes those upon whom it bestows privilege as well as those it oppresses.† (Frankenberg: 1993: 131).† If we begin to trace the root of gender differentiation, and even subordination, it is imperative to consider the notion of gender as social construct and see how men and women are assigned different social roles and are treated or considered differently because of perceived biological differences. As expressed by Lorber (1994: 56) – Western society’s values legitimate gendering by claiming that it all comes from physiology – female and male procreative differences. But gender and sex are not equivalent, and gender as a social construction does not flow automatically from genitalia and reproductive organs, the main physiological differences of females and males. In the construction of ascribed social statuses, physiological differences such as sex, stage of development, color of skin, and size are crude markers. As a result of this, women were then considered less able than men and therefore must be submissive to the husband. Her greatest asset is her purity. Women have been considered as the weaker sex, unable to carry out masculine tasks and duties requiring intellectual development. In the past, a little girl would learn from her mother that a woman’s place was at home – doing household work like cooking and cleaning and watching over young children. Indeed, societal norms have greatly affected women in many cultures. Women, in most cultures, are

Historical aspects in Last of the Mohicans Essay

Historical aspects in Last of the Mohicans - Essay Example As such, we will analyze how Native Americans were first perceived by the original settlers at Plymouth Rock, by the government with the Trail of Tears, and later on by politicians who bargained with and swindled the Lakhota Sioux. II. The Sorrow: Plymouth Rock When the settlers arrived at Plymouth Rock, Native Americans were considered quote â€Å"savages,† as evidenced in the following sentence found in James Fenimore Cooper’s The Last of the Mohicans: The man had â€Å"†¦a look so dark and savage, that it might in itself excite fear† (Cooper 1859, 47). This stereotype of the Native American painted as some sort of inhuman creature was only reinforced by the idea that they made them feel that there was a definite threat to their women (white women). â€Å"Notwithstanding the fearful and menacing array of savages on every side of her, no apprehension on her own account could prevent the noble-minded maiden from keeping her eyes fastened on the pale and anx ious feaures of the trembling Alice† (Cooper 1859, 373). While this was not an unmitigated fear, as some white settlers’ wives were caught and captured to be made part of the Indian tribes, this fear was largely propagated by white people—and widely-circulated as rumor that Indians were always on the prowl for some fair, blond-headed maven that they might take in search of satisfying their savage lust. Of course, that is not to say that there was not favoritism displayed even among tribes, as Cooper notes. â€Å"[T]here is but little love between a Delaware and a Mingo†¦Ã¢â‚¬  (Cooper 1859, 249). Nor, can it be said, was there the absence of nepotism either. â€Å"The Hurons love their friends the Delawares. . . . Why should they not? They are colored by the same sun, and their just men will hunt in the same grounds after death† (Cooper 1859, 365). Surely, by the same token, Cooper—being a white narrator—tries to preface a racist state ment by saying the equivalent of, â€Å"I’m not racist but†¦,† thus attempting to neutralize any shred of judgmental ideas coming after that statement as not being perceived racist. Cooper writes, â€Å"I am not a prejudiced man, nor one who vaunts himself on his natural privileges, though the worst enemy I have on earth, and he is an Iroquois, daren’t deny that I am genuine white† (Cooper 1859, 36). In essence, he is saying, â€Å"Not that this really has anything to do with him being Iroquois, but this guy is the most annoying chap I’ve ever met on the planet. Oh, and did I mention he’s Iroquois?† Well, if was a fact that didn’t matter, why was the fact mentioned? The mere fact that Cooper mentions that the other person being Iroquois didn’t matter, mattered. If he had just simply said, â€Å"Well, there was this annoying guy.† But, since he mentioned that the person also happened to be of a certain race, t hat sort of tempers the statement, tinging it and tainting it in a most unusual fashion—in essence coloring the way one sees the sentence. Indubiously, one is led to believe that perhaps if one Iroquois person is an enemy, then perhaps naturally should many or all Iroquois be one’s enemy—by nature of whatever unpalatable elements the Iroquois people may possess. Although Cooper does not expressly say it, he is (yes) being racist. Although he tries to paint a dapper picture with his writer’s quill, he is has unremarkably sullied the way he will forever be remembered in history—